NAVJEEVAN HOSPITAL

MARKET SURVEY
HARYANA HISSAR MONTHLY CHECK UPS QUATERLY FAMILY CHECK UPS BOOKMARKS

THE HOSPITAL S PERSPECTIVE

o Opportunity to expand its healthcare network o Less infrastructural investment required initially. o Recent return of physicians settled abroad, provides for the possibility of having them in the hospital

THE RESULT

FOCUS OF THE TAKEOVER

Decentralize departments: Marketing HR Finance etc New services: Diagnostics Preventive care New departments Expansion plans and Accreditation

Research and Development

Reframe Policies and procedures

MARKETING STRATEGY

STAGES OF EVOLUTION
Ongoing activity & constant advancement Market oriented strategy and differential marketing strategies Mission and goals Implementation, assessment, and up gradation

Situational Analysis

To provide quality patient care with unrelenting attention to clinical excellence, patient safety and an unparalleled passion and commitment to assure the very best healthcare for those we serve.

MISSION STATEMENT

GOALS OF MARKETING
o Publicize the takeover comprehensively o Improve visibility,attract and retain patients o Capture around 40 percent of the market within a year o En-cash on the charitable hospital s goodwill and ideologies along with the corporate hospital s state of art facilities o Become the preferred centre of choice for healthcare

MARKET ABOUT
SERVICES
Quality Customer centric approach

PRODUCTS
State of art facilities Latest technology

INTELLECTUAL KNOW HOW

Research centre Tie-ups with foreign hospitals

FUTURE COURSE
Accreditation Expansion

MARKET TO

WHAT TO MARKET

1. 2. 3.

INTENDED GOALS OF MARKETING STRATEGIES TOOLS

INTENDED GOAL
 STRATEGY:

o Increased visibility o Extensive publicity o Rename the hospital with the corporate s name in beginning
 o o TOOLS: Facebook, Twitter, Google, Daily blogging, Internet Virtual tour of hospital on youtube

o o o o

Print and media advertisements in Newspapers, radio and television Hoardings across the city Banner ads in popular journals[to make physicians more aware] Flyers and Brochures

SOCIAL NETWORKING
1. Listen Social networking for marketers is more about listening and less about talking. Listen to discover whats important to your target audience. Only by listening can you create quality conversation thats relevant and adds value to your friends and followers. 2. Quality Its not about quantityhow many online connections you have. But more about quality. Its better to have a few relationships that value your content and who are loyal than to have thousands you connect initially but never become engaged. 3. Focus You cant be everything to everybody. Its more important to be narrowly focused providing specifically directed content. A focus intended to build your brand instead of being too broad and general. 4. Consistency Its like any relationship; you cant be a friend just every-once-in-a-while. A friend is there consistently. To have meaningful relationships you need to have frequent contact and dialog. If you disappear for a while, your followers will leave youfor a more reliable relationship 5. Value People dont like others who talk about themselves all the time. A friend must care and bring something worthwhile to the relationship. You cant use social networking to always promote your brand or services. It must be about providing something of value. 6. Acknowledgment People dont like to be ignored. If they are ignored for very long, they will find better friends elsewhere. So when someone reaches out or participates in a conversation, acknowledge them. 7. Patience Strong relationships are not built quickly. And social media success doesnt happen overnight. It takes a commitment for the long haul. As we swim into the waters of social media its easy to be overwhelmed and begin to sink. But as healthcare marketers if we adhere to these basic rules, our likelihood of long-term success is greatly enhanced.

INTENDED GOAL: INTERNAL MARKETING

 STRATEGIES:
o Make all staff aware of the mission,vision,ideologies and targets of the organisation o Build organizational culture and a sense of pride

 TOOLS
o Regular Workshops o Employee Grievance redressal cell o Have Hospital s logo and Slogan on Uniforms and other Strategic locations o Offer the staff attractive perks

THE NEVER MISS THE TARGET MARKETING TOOLS

Accreditation

Medical tourism
Customized healthcheck up packages Executive health check ups Patient discounts after a fixed number of visits

INTENDED GOAL:PROMOTION
 STRATEGIES o Introduce a marketing department o Capture all platforms of visibility and communication o Formulate effective and target oriented plan o Segmentation of the market should be done before hand o Marketing to be done in phases o Constantly upgrade your marketing strategies

INTENDED GOAL: PROMOTION

 TOOLS
o Press release at every significant function o Well designed,visibily attractive,informative and constantly updated website,with a column where patient queries can be posted and replied to online. o Annual Conferences and CME o Invite world class renowned physicians to these CME[s] and ensure apt media promotion of the same o Monthly newsletter which will contain-hospital report, events,case studies, articles from doctors as well as employees and certain patients.

INTENDED GOAL:PROMOTION
 TOOLS
o Publicize all events in radio,media,newpaper and television much before the commissioning of the hospital o Interview of doctors on Television o Kiosks in malls and some other places frequented by people o Sponsoring events at various levels o Organizing events like marathons,knowledge fairs etc

REMEMBER
o Keep the prices competitive o Analyze the market, assess competition and upgrade your marketing strategies constantly o Allocate marketing budget to yield prolific results o Have a decentralized marketing system o Keep customer delight as your main focus;give that little extra always

THANK YOU