A

Presentation on

Presented By:
Aalok Prakash Singh Chauhan
aalokc07@gmail.com

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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.

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MARKETERS DO NOT CREATE NEEDS, THEY ONLY INFLUENCE WANTS.

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.

E.g.: Tata Indica gives more mileage & hence value, thus their USP is
more car per car.

Some important concepts

Value a product is successful if it delivers value. Value is the ratio

of benefits to costs.
Customer 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, etc.

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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.

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STP Framework
Target marketing requires marketers to take
three major steps:
Identify and profile distinct groups of buyers who
differ in their needs and preferences (market
segmentation).
Select one or more market segments to enter (market
targeting).
For each target segment, establish and communicate
the key distinctive benefit(s) of the companys
market offering (market positioning).

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Bases For STP

Segmenting Base:

Consumer Characteristics
Geographic
Demographic
Psychographic
Consumer Response
Behavioral

Market Targeting:
Not all segments are useful
To be useful a segment must score favorably on the following criteria

Measurable - size, purchasing power, characteristics

Substantial large and profitable enough

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Bases For STP

Accessible should be effectively reached and served

Differentiable - should respond differently to different

marketing-mix elements

Actionable Effective marketing programs can be

formulated for attracting and serving the segments

Positioning:

Position the product/ service in the heart of the

customer, not in the mind !

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10 steps to be a successful health care

marketing plan.

Build support and enthusiasm

Comparative analysis

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.
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.

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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 marketingUse letters, fliers, brochures, postcards.
AdvertisingConsider print, broadcast, outdoor, special publications such as
chamber of commerce directories and sports programs.
Free mediaWrite articles for news media; make your organization known as
the expert.
Public relationsConsider sponsorships that fit with your service; hold
events, tours, open houses.
Website/emerging mediaIts not just for young professionals anymore; fastgrowing segments of the elderly and minority populations are using the
Internet to gather information on their health care options.

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10 steps to be a successful health

care marketing plan.

Measure and evaluate:

Ready, set, go:

Timing is everything
Plan your rollout to maximize exposure.

Kick it off right:

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.

Always share 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.

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Internal marketing strategies could

be:
Client

contact program
Development of Specialized services
Client referral program
Proposal letters
List serves
Corporate Gifting

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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

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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

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Conclusion

Unique Approach

The approach to the patients should not be traditional.

Patients comfortability should be taken into account
Healthcare marketing agency consultants.

Engage The Right Mix of Patients:

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.
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.

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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.

aalokc07@gmail.com

aalokc07@gmail.com