Dr:Faraz Iqbal Tipu

Lecturer
Indus university
 Introduction
● Marketing is the process used to determine what products or services may be of
interest to customers, and the strategy to use in sales, communications and
business development.
● Marketing is the process of planning & executing the conception, pricing,
promotion & distribution of ideas, goods & services to create exchanges that
satisfy individual & organizational goals
● Marketing is used to identify the customer, satisfy the customer, and keep the
customer.
● Marketing practice tended to be seen as a creative industry in the past, which
included advertising, distribution and selling.
● Marketing is the process of communicating the value of a product or service
to customers for the purpose of selling that product or service.
● Marketing is the science of choosing target markets through market analysis
and market segmentation as well as understanding consumer buying behaviour
and providing superior customer value.
Some important concepts
● Need –the basic human requirements, viz. food, air, water, clothing,
shelter & also education, entertainment, communication, social status,
etc.
● Want –needs directed towards specific objects that satisfy the need.
● Demand –want for product backed by ability to pay.
● Traditionally a ‘market’ was a physical place where buyers & sellers
gathered to exchange goods but now marketers view sellers as the
industry & buyers as the market. The sellers send goods & services &
communications (promotions, ads) & in return they receive money &
information (attitudes, sales & data).
● Product concept –holds that consumers prefer those products that offer
the highest quality, performance or features. Thus producers are
engrossed in giving quality & overlook what consumers actually want.
Leads to marketing myopia.
Some important concepts
● Value –a product is successful if it delivers value. Value is the ratio
of benefits to costs.
● Customer/Client/Patient Relationship Management –building
long-term mutually satisfying relations with customers, suppliers,
distributors in order to retain their long-term preference & business.
● Competition –includes all the actual & potential rival offerings & substitutes that a
buyer might consider. There may be different types of competition:
1.Brand competition –similar product at similar price. Eg: Revlon/ Loreal.
2.Industry competition –similar class of products. Eg: All lipstick
manufacturers.
3.Form competition –all products giving similar service. Eg: All cosmetics.
4.Generic competition –competing for same consumer rupees. Eg:
trendy apparels, bags, shoes, machines ,services etc.
 Marketing Mix
● The set of marketing tools that the firm uses to
pursue its marketing objectives in the target market.
● These are Product, Price, Place & Promotion.
● These 4Ps of the sellers are linked to the 4Cs of the
consumers, viz. Customer solution, Customer cost,
Convenience & Communication, in that order.
● People, Process & Physical evidence are the extended
marketing mix.
10 steps to be a successful health care
marketing plan.
● Build support and enthusiasm
– Find the experts who will help support your marketing efforts through speaking
engagements, newspaper interviews, and quotes for newsletters and media
releases.
– Locate your champions in the organization.
● Comparative analysis
– Study your competitors, considering their historical advertising levels, any new
product launches that may be forthcoming.
– Develop your own “unique selling proposition.” What makes you different from your
competition?
● Assessment:
– Consult business plans, patient satisfaction surveys, volume reports, community
surveys and any other information you can gather
– Consider market dynamics such as seasonality, shifting alliances between
physician groups and other “political” issues.
10 steps to be a successful health
care marketing plan.
● Budget
● Segment your market
● Define your vision and strategy:
– Where do you want your program or organization to be in three to five years
– How can marketing help realize this vision
– Direct marketing—Use letters, fliers, brochures, postcards.
– Advertising—Consider print, broadcast, outdoor, special publications such as
chamber of commerce directories and sports programs.
– Free media—Write articles for news media; make your organization known as
the expert.
– Public relations—Consider sponsorships that “fit” with your service; hold
events, tours, open houses.
– Website/emerging media—It’s not just for young professionals anymore; fast-
growing segments of the elderly and minority populations are using the
Internet to gather information on their health care options.
 10 steps to be a successful health
care marketing plan.
● Measure and evaluate:
– You may want to track new patients, calls for information, physician referrals,
website hits, patient/procedure volumes or other data meaningful to your
organization.
– You should also consider consumer preference and top-of-mind awareness,
which may translate into volumes in the future.
● Ready, set, go:
– Timing is everything
– Plan your rollout to maximize exposure. Always share
● Kick it off right: your vision.
– Introduce your campaign internally
first.
– Tell physicians, employees, volunteers, board members and other stakeholders.
(They are often your best marketing support)
● Build your creative:
– Turn your ideas into the creative product that will support your plan.
 Internal marketing strategies could
be:

● Client/patient contact
program
● Development of
Specialized services
● Client referral program
● Proposal letters
● List serves
● Corporate Gifting
 External marketing strategies could
be:
● Healthcare Newsletter
● Email/Fax Broadcasts
● Small Social Gatherings
● Sponsorships
● Authorship for articles and books
● Direct Mail
● Advertising
● Partnering Local Business Journal
● Attendance at Industry Meetings
● Gifting
● Healthcare Business Reply Card
● Recruitment of Business Development Person
● Speeches both internal and external
● Network with Healthcare Attorneys
 Need of healthcare marketing
● Executives are demanding higher impact and bigger returns
from marketing investments
● marketing professionals are more closely aligning their efforts
with strategic objectives, customer experience and the
integration of communications across multiple platforms and
channels.
● Health care marketing is undergoing dramatic reinvention and
change because of
– emerging trends
– reform uncertainties
– emergence of social marketing
– renewed focus on quality
– outcome and prevention
 Conclusion
● Unique Approach
– The approach to the patients should not be traditional.
– Patient’s comfortability should be taken into account
● Healthcare marketing agency consultants.
– These people have extensive experience working with multiple professions
(physicians, dentists, veterinarians, physical therapists, and many others) and
medical, dental and healthcare marketing programs which helps the overall
practice profitability and success.
● Engage The Right Mix of Patients:
– As a healthcare professional, you need multiple ways and ideas to attract more of
the types of patients,
● Achieve Practice Success
– Medical marketing strategies from one of the most successful healthcare
marketing agencies can help you maximize your profitability by developing
more desirable payer mixes, attracting more desirable patients and obtaining
continuous professional referrals.
 Conclusion

● The healthcare has become global concern and the

service is intangible in nature.
● In fiercely competitive global market where information
is shared instantly, consumers will virtually have all
the knowledge and choices in the world.
● In this service industry patient satisfaction should be the
only Moto and this can be achieved by providing good
quality patient care, cost reduction and proper
manpower utilization.
 Conclusion

•Give patients and consumers

information they can use
•Deliver cross-channel content
•Health hubs can become the
center of patient marketing.
Three key points from Content Marketing: New
Rules for Healthcare Organizations:
• Healthcare content marketers need to do more
listening and less selling with a long-term strategy
that creates a patient preference rather than a sale
• Content marketing costs approximately 62% less
than traditional marketing and generates about
three times as many leads, yet healthcare
marketing is about two years behind other
industries
• More than 72% of internet users look online for
health information, so it is essential that healthcare
providers and organizations define the patient
journey
aalokc07@gmail.com