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How do you define marketing in the non profit institution??? Isn¶t there confusion with hard selling or advertising??? The important tasks in marketing have to do with Studying the market Segmenting it Targeting the groups you want to service Positioning yourself in the market, and creating services that meets needs out there. You find needs and fill them and provide positive values to both parties.
Do non profit organizations need formal marketing personnel?
Every organization faces markets and publics for which it is necessary to prepare plans and carry on relations. relations. Every organization carries on marketing activities whether or not anyone in the organization is designated as a marketing manager. manager.
Is it necessary to establish formal marketing positions in order for an organization to carry on its marketing activities effectively
There are three possible stands to take on this issue. 1.No special positions need to be created because the organization¶s various managers will possess enough sensitivity to the marketing issues and requirements to handle them effectively. effectively. E.g an university ± dean, faculty, student and alumni can carry out the jobs If need be hire an agency for marketing services
2. Create an internal marketing services department from which other managers can draw assistance to meet special needs
a marketing director skilled marketing researcher ad manager & customer service manager
3. Establishing a high level marketing officer in addition to marketing services. services. 1. He would supply the other top administration with latest information about environment, market size compositions and trends. trends. 2. He would participate in the setting of annual objectives and be responsible for establishing plans and the needed resources required. required. 3. He would work as marketing conscience to overcome the tendency of the others who gets so engrossed as to lose sight of market forces and relationships. relationships. 4. He would be responsible for managing and coordinating. coordinating.
O.In practice where do most organizations stand? ««. Role of PR --??? --??? does not carry out customer needs perceptions and preferences no responsibility for new product/ services Specialists Functions: E.g -Postal /Banking Marketing Research Promotion Market related program/ concerns .no marketing personnel with exception of P.R.
.How might marketing services be introduced into an organization for the first time? Sometimes unknowingly various parts of the organizations and functionaries may be doing marketing related functions µpiece meal¶ like Research Advertising Attitudinal studies Customer services studies etc.
The matter is largely of organizational Size Resources Opportunities for improving efficiency Need for some central source of marketing Leadership.Top management feels that organization lacks marketing thinking and strategy and that someone skilled in marketing concepts must be added at the highest level. level. .
but they often don¶t understand these needs from the perspective of the customers. They make assumption based on their own interpretation of the needs out there. they would like to serve. .Is it not something obvious ? Does not everybody fill needs? Many organization are very clear about the needs.
One of the steps in a non profit organization is define markets.Let us take a hospital for example. Most hospitals have to ask is it a ³sickness Institution´ or ³wellness Institution´. its publics? Does this come before you think through the message? How does a marketing man improve? .
Markets & Publics Market: Potential areas for the trading of resources. distinct group of people and/or organization that have resources which they want to exchange or might conceivably exchange for distinct benefits. Term has different origin but has several affinities A .
Once the organization starts thinking in terms of trading values with that public.A public is a distinct group of people and/or organization that have an actual or a potential interest and/or impact on an organization. Trying to find the best approach to that public by marketing approach. it is viewing that public as a market. .
How does a marketing thinking improve in this problem e. Problem for churches A church would go after every person On the other hand.g. next is think through the message.Once the decision regarding the markets and publics is taken. marketing would suggest that it would be more successful it if defined target group singles. divorced people gays or whatever The most interesting is most customers don¶t like to be with people who are not like themselves. .
WHO SHOULD DO A MARKETING JOB? Marketing does not get anywhere unless the head of the institution/organization gets interested in it. understands it and wishes to disseminate its logic and wisdom to the staff and people. A director of Marketing or a V. people.P ³Skills have to and will travel´ .
At any point of time there is certain level of awareness and a certain amount of attitude. You can measure post and preset objectives and then see if marketing has helped to achieve them. A good marketing program will build up more awareness and more loyalty. .How can we tell whether marketing is making a genuine contribution? Marketing is supposed to build up share of mind and share of heart for the organization.
Non profit organizations that have no marketing or little marketing will probably take 5 to 10 years to install effective procedures.whileness of that goal worth- . Marketing is more than a department Its really everyone pursing one goal That is to satisfy the customer To serve the customer It is hard and takes time Marketing in a non profit organization becomes effective when the organization is very clear about what it wants to achieve. has motivated everyone in the organization to agree to that goal and to see the worth.
MISSION A Simple and mundane example Mission statement of a hospital emergency room ³Our mission is health care´ Wrong definition. watching our weight and so on. going to bed early.hospital does not take care of health. definitionThe hospital takes care of illness. ³It is our mission to give assurance to the afflicted´ . You and I take care of health by not smoking. The hospital comes in whenever health breaks down. not drinking.
. They are prone to consider everything they do to be righteous and moral to serve a cause. We will have to look at the mission again and again to think through--.needs to be refocused Non profit organizations have no ³bottom line´.A mission statement has to be operational has to focus on what the institution really tries to do and then do it.
. ³It is much easier to sell the Brooklyn Bridge than to give it away´ Nobody trusts you if you offer something free. Non profit institutions that do well used to think they didn¶t need marketing.The non profit institution needs four things You need a plan You need marketing You need people & You need money.
You are probably marketing what you can do to help the physician in his practice. The sick patient in the hospital does not have to be sold. You are marketing the sickness of the patient to the physician. . segmenting your market looking at your service from the recipient¶s point of view selling something intangible.You need to market even the most beneficial service.
hospital service know your customers ³We know what is good for thee´«. in every area you need a lot of inputs. This is very much a top management job as. the marketing must be built into the design of the service. from your people. do focus on only those things you are competent to do e.g. from the market and from research.To run a non profit.? But what are their values? How do I reach them? .
it raises money at least a portion of it from people who want to participate in the cause but ³Who are not beneficiaries´ .The nonprofit organization needs a fund development strategy. In a great many cases of social causes.
A good many non profit executives seems to believe that all the problems would be solved if only they would have more money. There is so much of misery in the world that we are becoming quite hardened and callous to the constant plucking of heart strings. . e. We have to think through how to define results for an effort.Money is always a scarce commodity.g.educational leadership. the college trust. was so totally preoccupied raising money they had neither the time nor the thought for .
WINNING STRATEGIES Good intentions don¶t move mountains . no distinction. What Brown did was to recognize changes in the market: the emergence of career focused young women and desire of the student after the turbulent sixties to have a ³community´ ± a text book case of successful marketing strategy. .bulldozers do The mission and plan are intentions Strategies are bull dozers are not something you hope for but something you work for Story of Brown university know as Harvard's ³Little sister´ excellent faculty.
not such high goals that they are absurd but high enough so that they can say ³we have got to stretch´ .Improving what we already do well Japan¶s innovation strategy ³ they don¶t talk they do improvement´ In an institution : the factors of production people: work smarter not a matter of working harder money time One needs goals and ambitious goals.
g.In non profit the sign posts are less clear but define what BETTER means Set goals that can be appraised and can be judged E. a pastor of a church Bring more people to the church true believers of church .
Define goals convert into specific results specific targets each focused on specific audience specific market area American heart association has divided the American public into 41 different segments .
³Fulfillment´. ³Plan´ Words sounds strange Napoleon horses (Logistics) .Communication Who has to do What ? When? And with What results? ³Implementation´ .
When do we have to see results? -Try not to be impatient -See whether you are on the course when the results come in Nature conservancy: flora and fauna board members developed core strategy .find the places that need preserving .manage Don¶t ± Don¶t try to reach different market segments with the same message .find the money .
g bicycles with engines ³Change´ as a potential opportunity.How to innovate No lack of ideas What is more often lacking is willingness and ability to convert those ideas into effective results Refocus and change organization E.g shrinking student admission E. and not as a threat Each company has different strategies P&G IBM Japanese Create a niche .
MISSION Non profit organization exists to bring about a change in individual and in society.test is not the beauty of the mission statement ultimate test is right action . The first thing to talk about is what missions work and what missions don¶t work and won¶t work How to define the mission:.Non profit organization :.
A great invention 100 years ago ³tuberculosis sanatorium´ today you treat with antibiotics Every mission statement. .The mission statement has to be operational -The task of the non profit manager is to try and convert the organization¶s mission into specifics mission may be forever or change -The e. competence and commitmentall three or it will fail in its ultimate goal its ultimate purpose.g. believe me has to reflect opportunities.
. vision. It wants the end user to be not a user but a doer. knowledge. We have to convert good intentions into results.The non profit institution is not merely delivering a service. It uses a service to bring about a change in a human being¶s habits. Until this has happened there are no results it has only good intentions.
HEALTH CURE INDUSTRY .
HEALTH CURE INDUSTRY Constituents Consumers Providers Suppliers Facilitators - Public at Large .
HEALTH CURE INDUSTRY Health Cure Providers Private physicians Hospitals Clinics and health maintenance Organization Medical Laboratories Nursing Homes Pharmacies .
HEALTH CURE INDUSTRY Health cure suppliers Pharmaceutical Companies Medical Supply companies equipment Manufacturers Furnishing Companies Medical Medical .
HEALTH CURE INDUSTRY Health Cure Facilitators Medical Societies Insurance Companies Local states/central departments/ agencies .
best ways to deliver these services .Health Service Marketing Health care is one of the nation¶s largest industry ± over 8 % of GDP Big source of employment Fastest growing industry Relatively backward with respect to marketing concepts No efforts to understand What people want in respect of health services ± cure .best way to preventive health care promotion .
The INDUSTRY is a complex industry We see organized ± private for profit sandwiched between the consumers and the facilitators. .
or too much opportunity oriented thus short term against societal patient welfare. .The physicians totally lack semblance of organized marketing activity -either they are self less dedicated .
We will examine three areas of health care and role of marketing. HOSPITAL Government Non Government Voluntary Proprietary Historically physicians/doctors. have been responsible for setting overall hospital policy . 1. rather than non physician administrators.
efficiency They have not been successful due to lack of competitive pressure .Can bring in some change in professional outlook may be discipline .R. -education & training etc.Non physician administrators have been taking over responsibilities ± -purchasing -personnel -finance -P. .
Administration House keeping Patient Services radiology pathology anesthesia doctor housemen specialists consultants Chief of medical staff .In most of the hospitals the organizational structure is basically functional/ department oriented like head of ± Planning and development Food Services Finance .
markets .and activities .criss cross responsibility Have to handle .people .publics .
Patient Marketing Define target Market (I) Community orientation that is hospital defines its target population to all persons who have needs in the community Offers a wide variety of services to meet broad spectrum of illnesses .
contagious diseases (III) Consultative (referral) specializes in skilled treatment of special medical problem which comes through reference .diabetic .cancer research .cardiac .terminal cases .serve veterans .psychiatric .(II) Specialist orientation .
Hospitals are more doctor oriented than patient oriented -Patients have to accept the treatment they get -no option of transfer.Doctors are marketing intermediaries in respect of specialist and consultants -No patient satisfaction . . In case of conflicts hospitals tend to favor doctors than patients.
Billing not anticipated .Lighting Exit .What are the things hospitals can do to show more sensitivity and attention to patients¶ wants and expectations? Admission Patients¶ care -Ambience get out of sickness look .
Physician Marketing Although hospitals are concerned with patient satisfaction many are more concerned with doctor satisfaction Rely heavily on doctors to recommend patients Marketing Problem How to attract good physicians how to ensure that doctors favor yours when they have choices .
Differing Motivation -Quick and easy admissions Surgeons -good schedule of operating hours -post operative care by interns. nurses -Special equipments available Neurologists -specialized technicians Psychiatrists -not to resemble a prison -Progressive Policies Dermatologists -Don¶t look for bed care -looks for good potential for patient -references from other physicians .
Community Marketing .a close relationship with main organization in the community -bank -the local business houses Periodic confirmation on health needs and community perception study Prepare and disseminate news and information about the hospital through newspaper publicity and outreach programs such as health check. . wellness clinics.
DONOR Marketing Fund raising Volunteers Past patients - .
patients. 3.have to do research on these group to learn perceptions. needs. Hospital have to deal with several markets and publics. 2. . community volunteers and donors.Summary 1. physicians. Concept of marketing is new in healthcare. Public health will find marketing analysis and planning helpful in appraising the health needs of communities Improve health care services Raising money for health causes Health-full behavior . preferences to prepare for service.
determine health needs and status of people living leads to how community health resources may be allocated .Public Health Role of public health officials .
.to create a climate that produces good health Narrow view of health as sickness care leads to investing public money into more health care facilities Broad View ± state of well being of community. .Health officials see their jobs as curative ± to treat outbreak of illness rather than preventative.
The broad view of health has to be a state of well being The health status is affected by three broad forces . doctors who can take care of diseases that outbreak.well being. and not merely the absence of disease or infirmity Too many health officials see their jobs as curative rather than preventive (create a climate that produces good health) Take a narrow view of cure Investing public money into hospitals.
nutrition .Influence ± life style change as an alternative to more doctors .overeat .smoke .Life style .dangerous .Environment -unhealthy .more children .The broad view of health ahs to be a state of well being The health status is affected by three broad forces .
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