A DETAILED REPORT ANALYSIS ON INTERNATIONAL

MARKETING AND BRANDING IN A MULTISPECIALITY

HOSPITAL.
DISSERTATION TOPIC: “A STUDY ON INTERNATIONAL MARKETING AND
BRANDING IN A MULTISPECIALITY HOSPITAL”.

1. TO STUDY THE OVERVIEW OF INTERNATIONAL MARKETING PROCESS:

"International marketing is the multinational process of planning and executing the

conception, pricing, promotion and distribution of ideas, goods, and services to create
exchanges that satisfy individual and organizational objectives." _
American Marketing Association (AMA)

INTERNATIONAL MARKETING PROCESS:

TOOL TO BE USED FOR DATA ANALYSIS:

TREND ANALYSIS (market research)

SWOT analysis (strength, weakness, opportunities and threat).

INTERNATIONAL MARKETING FUNCTIONS:

TOOL TO BE USED FOR DATA ANALYSIS:

QUESTIONNAIRES & CHECKLIST

BRANDING:

The healthcare industry also relies on strong branding efforts. Whether it is bringing in new
patients or working with providers, healthcare companies must manage a brand that people
trust. A brand is a recognizable identity that has traits and personality. People buy into
the brand and the security that it offers.

BRANDING IN HEALTHCARE:

Ways to Make an Organization Stand Out

POSITIONING:
Positioning healthcare brand is the most fundamental strategic effort one can make in healthcare
branding.
IDENTITY:
One of the most obvious ways to make healthcare brand stand out is by refreshing the corporate
identity

Content:
When it comes to healthcare branding, content is king. Not just any content, though.
Compelling, engaging, and, most of all, useful content.

DIGITAL MARKETING:
PATIENT’S EXPERIENCE:

BRAND ASSESSMENT:

Hospital can gain insights into patients’ perceptions of hospitals, marketplace, and how
patients make health care decisions. Hospitals find it useful to first benchmark their brand,
and then track patients’ opinions of their brand over time, such as annually or semi-annually.

TOOLS TO BE USED :

5D’S OF BRANDING STRATEGY CREATION

HOSPITAL RECORDS

CHECKLIST AND QUESTIONNAIRE

FEEDBACK FORM

SURVEY
DIMENSIONS OF BRAND KNOWLEDGE:

TOOLS TO BE USED:

Questionnaire and feedback forms from the inpatients and out patient
BRAND EQUITY:

Brand equity in healthcare is built through the continuous accumulation of thoughts, feelings, opinions,
and behaviours regarding a hospital or health system based on the experience it provides the customer

IMPACT OF BRANDING ON PATIENT’S BEHAVIOUR:

Brand association will impact the consumer buying pattern and behaviour. These associations
will affect your decision positively if the brand image is positive, from this way the customer
purchase the product again and again and repeat its purchase.
BIBILOGRAPHY & REFERENCES:

BOOKS:

Marketing management – Philip kotler

Fundamentals of brand building –dr.T K partha sarathy

Marketing of healthcare services- P G ramanujam

Brand management- Ranjeeth verma

WEBSITES:

www.wikipedia.com

https://www.brandingmag.com/2015/10/14/what-is-branding-and-why-is-it-important-for-your-
business/