THE CHANGING MEDICAL ENVIRONMENT and the Role of Marketing

Dr. Geraldo P. Balaccua

Whats happening to our profession?

The practice of medicine is changing radically Illustration: The professor and the new graduate

 Images Before doctor visiting patient at home Before doctors bag Hi-tech doctor now Hi-tech doctor of the future Hi-tech gadgets a doctor needs to know

Internal Changes 1. Technology Illustration: Doctor-father vs. high-tech doctor 2. Specialization Too much to learn for anyone to master all Learning more and more of less and less 1940s 25 %; 1990s - >60 %

Distribution of active physicians in patient care by specialty, 2007

100

88
80

Percentage

60

40 20 20 12 10 6 6 5 5

FP/GP

Specialists

IM

Pedia

OB-Gyn

Anes

Psych

Gen Surg

ER Med

Source: American Medical Associaton, 2009. Physician Characteristic Distribution in the US

Internal Changes
3. Physician oversupply Increasing medical schools and graduates Generally true of urban and sub-urban areas Illustration: Las Pinas vs. Isabela practice Doctor: Patient Ratio (The Sunday Times, Dec 30, 2007) Phil 1:10T to 1:26T vs. US 1:158 01 04 Over 5000MDs left; 6000 studying Nursing

External Changes

1. 2. 3. 4.

Competing physicians Allied professionals Primary care centers in hospitals Non-traditional health care providers (HMOs, Group Practice) 5. Government Intervention

Some think that in this environment, one can only SURVIVE IF HE MARKETS HIS PRACTICE.

On the other hand, some think that MARKETING A NOBLE PROFESSION LIKE MEDICINE IS INNATELY WRONG!

Is marketing a monster?

NO! ITS MAIN CONCERN IS

Images: Some Negative Examples Dumbest moments in business 2009 1.GM partners with Segway to Develop PUMA 2.Tropicanas botched re-design Dumbest moments in business 2010 1.GAP changes logo, then changes mind 2.Googles cumbersome TV venture

Is marketing a monster?

NO! In fact, a marketing perspective in life helps you focus on the needs of others and this makes you a better person. Illus: AIM Professor donating to an orphanage

The problem is, marketing is often misunderstood.

Narrow view Under-trained / inexperienced marketers Negative image Oversimplification / overselling Not my business

How does marketing know and meet customer needs? Research analysis Strategic planning Product / service development Pricing Distribution and accessibility Selling / advertising / PR Evaluation and control

A word of caution:

Good marketing would often be followed by good profits. However, in life, good profits should not be an end in itself, but a means to a good end.

The Great Balancer of Profits

For whoever wants to save his life will lose it, but whoever loses his life for me will find it. What good will it be for a man if he gains the whole world, yet forfeits his soul? (Matt 16:25-26,NIV)