“Hospital marketing techniques and management towards thesuccessful process of hospital”
Dr.J.ThirubhuvanDr.J.Thirubhuvan
(1)(1)
,,
(2)(2)
U. Ali Rahoma andU. Ali Rahoma and
(3)(3)
Dr.J.KavithaDr.J.Kavitha(1) Omer El- Mukhtar University, Faculty of Medical Technology, Tobruk, Libya. Tel:(1) Omer El- Mukhtar University, Faculty of Medical Technology, Tobruk, Libya. Tel:
+218-91-+218-91-4706504,4706504,
E-mail:E-mail:
Omer El- Mukhtar University, Faculty of MedicalOmer El- Mukhtar University, Faculty of Medical Technology, Tobruk, Libya. Tel:Technology, Tobruk, Libya. Tel:
+218-92-5358557,+218-92-5358557,
E-mail:E-mail:
ahoma@Yahoo.com, and (3),and (3) Asst Professor- Physiotherapy, E-mail: Asst Professor- Physiotherapy, E-mail:kavijo@gmail.comkavij
.
Summary
Marketing can contribute to a service based organization to thelead of successful path. Effective management principles coupled withthe marketing techniques like demonstration, public speech andrelations and advertisement of the hospital resources and doctors’profile and media interview on hospital and healthcare wouldadminister any category of hospital into a successful process. Thisarticle focuses on the initiatives to be taken for implementing themodern psychological marketing techniques and management systemthat is required for a hospital.
Key words: Marketing , Effective management and marketingtechniques.
Author Details:
Omer El- Mukhtar University, Faculty of Medical Technology, Tobruk, Libya.Omer El- Mukhtar University, Faculty of Medical Technology, Tobruk, Libya. Tel:Tel:
+218-91-4706504,+218-91-4706504,
E-mail:E-mail:
“Hospital marketing techniques and management towards thesuccessful process of hospital”1.1 Introduction
In general management is the art of getting things done byothers. It involves administration of an organization that includes man,materials and money. The 3M concept in services based organizationslike hospital requires an effective marketing techniques andmanagement system. The management in hospital involves with proper planning,investment, technology implementation and modern techniques,organizing, motivating the people, controlling, centralization,engineering and maintenance, hospitality, de- centralization,marketing, recruiting, safety and security etc. In all the managementsystem marketing is the only instrument that can fetch business orrevenue to an organization. The effective marketing techniques onceassured are the basic instinct to earn revenue. The implementation of automated marketing managementsystems in hospitals can change dramatically the way in which ahospital builds business by managing relationships with prospectivecustomers”
(Anand, 2003)
. Several studies have measured theeffectiveness of hospital marketing activities by documenting, forexample, the percent response rate from direct mail campaigns andthe success rates associated with physician referral programs
(Md.Syed Hussain 2000)
. Nevertheless, the cause and effect of relationship between marketing activities and subsequent hospitalutilization remains elusive largely because marketers have not beenable to eliminate from consideration of other factors that may prompta person to seek healthcare services.
Author Details:
Omer El- Mukhtar University, Faculty of Medical Technology, Tobruk, Libya.Omer El- Mukhtar University, Faculty of Medical Technology, Tobruk, Libya. Tel:Tel:
+218-91-4706504,+218-91-4706504,
E-mail:E-mail:
Marketing management systems can demonstrate the effects of marketing activities on patient revenues. For example, over a 12-month period in 2005, a marketing management system implementedat a 500-bed medical center of 150 hospitals of various managementin South India tracked more than Crore rupees in gross revenues permonth in incremental business attributable to marketing activities
(Robert louis et al 2007)
. This is because of the new patient’s entryand the positive belief about the medication what is was inculcated intheir mind based on the marketing management.Similary, A Pennsylvania hospital's marketing managementsystem found that of 1,000 individuals contacted for the first timethrough hospital marketing activities, 250 became new patients duringa two-month period. In the same line marketing system used by anIllinois medical center determined that approximately 225 newpatients and $200,000 in new patient business per month were relatedto the activities of the marketing department (Joseph Kelviv 2006).More importantly, marketing management systems can helphospitals appreciate the larger role that marketing can play indetermining the needs of healthcare consumers, designing programsto meet those needs, and directing consumers to those programs.Such systems, in essence, can help manage relationships with existingcustomers on a long-term basis.
1.2 Objectives of the study:
To study the Hospital marketing techniques and management.
To learn the concept of Hospital marketing.
Author Details:
Omer El- Mukhtar University, Faculty of Medical Technology, Tobruk, Libya.Omer El- Mukhtar University, Faculty of Medical Technology, Tobruk, Libya. Tel:Tel:
+218-91-4706504,+218-91-4706504,
E-mail:E-mail:
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