HOSPITAL

MARKETING

Prepared By : Dr Kavita Soni(BDS,MHA)

Highlights

PSG Hospital: An Overview

Introduction: Marketing

Marketing Strategies : Multispecialty Hospital

Marketing Mix
Strategies - Pre commissioning
At the time of commissioning
Post commissioning

Branding

SWOT Analysis

PSG Hospital: An Overview

MISSION

To provide Scientific, Ethical and Quality health care.

VISION

To be a dynamic, growth oriented organization where individuals synergize to

meet the challenges and to achieve excellence in all spheres.

To provide quality health care to the patients, conforming to scientific and

ethical standards.

To constantly upgrade the quality of medical practice and education in the

hospital.

To be a teaching hospital of distinction, setting the highest standards in

patient care, medical education, training and research.

To provide an ideal environment for medical education and research.

It is 900 bedded hospital aims to deliver wide range of super speciality medical care to
make health care more accesible.PSG Hospitals is the teaching hospital of PSG Institute
of Medical Sciences & Research. It also has academic affiliations with PSG College of
Nursing, PSG College of Pharmacy and PSG College of Physiotherapy. The hospital
provides the clinical resources for the undergraduate and postgraduate programmes of
these institutions.
Clinical Services:

24X7 Emergency and Trauma centre

Well equipped Ambulance services with life support system.

OPD (Multispecialty)

Radiology (PACS integrated)

CT (Multi slice)
MRI
MAMAOGRAPHY
X RAY
Color Doppler

Laboratories(HistoPath,ClinicalPatho,Microbiology,Cytogenetic,Immunology)

Wards ( General, Semi Deluxe, Deluxe, Suite)

Critical care unit ( Medical. Surgical,Burn,Cardiac,Neonatal)

State of Art OT Complex ( 14 operationTheaters)

Organ Transplant centre

Dialysis unit
Cath Lab
Labor and Maternity
Pulmonary unit
Dedicated Health check up Department
Support Services
Blood Bank
Medical Records Department
Pharmacy
Patient education and Counseling
Patient welfare and Grievance Redress
Dietary services
Housekeeping and laundry
HMIS & Maintenance
Biomedical engineering
Bio Medical waste Management
CSSD
Safety and Security

Specialties @PSG Hospital

Anaesthesiology
Dental Surgery
Dermatology

ENT,Head
and
Neck
Services
General Medicine
General Surgery
Obstetrics & Gynaecology
Ophthalmology
Orthopaedics Trauma
Psychiatry
Paediatrics
Radiology & ImagingTB &
Chest

Gastroenterology
Nephrology
Neurosurgery
Neurology
MedicalOncology/HematoOncology
Paediatric Surgery
Physiotherapy
Plastic Surgery
Pulmonologist
Urology
Yoga & Naturopathy
Rheumatology
Hepatic-Pancreatic-Biliary
Surgery
& Liver
Transplant Surgery

Introduction: Marketing (What, Why , How)

What?
Marketing is an organization function and set of
processes for creating ,communicating and
delivering value to customers and for managing
customer relationship in ways that benefit both
organization and stakeholders.

Managing Profitable relationship with customers.

Attracting New customers
Retaining and growing existing customers.

Why?

Create Public awareness

Boost sale ,Increase profits

Build organization reputation

Marketing Aim
Satisfaction

Where can we add more

value..??

How?

Marketing
Strategies
(Multispecialty
Hospital)

Marketing Mix

Product

Price

Place

Promotion

People

Process

Major products/services

Cardiology as core competency

Pediatric cardiology
Cardiovascular surgery
Neurovascular surgery
Orthopedics
Laboratory services
Radiology services
Urology
Emergency services
Trauma centre
Ambulatory care
Intensive care
Preventive Care

Price

Competitive or value pricing ,initially less than

competitors.
Facility to pay online, net banking , credit and debit
banking
No or minimal security deposit for credit or insurance
facilities
Easy facilities for refunds

Place

Can be explained in terms of

Accessibility
Acceptability

Promotion

Organizing events such as Run for healthy heart

Celebrating heart day, women's , fathers day, daughters day etc by
offering discounts.
Promotion through blood donation drives in association with
community social organizations.
Keeping various packages such as
Executive packages
Packages for women
Custom or tailor made packages
Family packages
Basic Preventive health checkup packages

People

Tie up with Star doctors

Good team of medical professionals ( Including Nurses & Paramedical staff)

Process

Billing
Admission
Discharge
Health Check up
OPD waiting
Lab test reports
Radiology Procedure and Reports

Marketing Strategies

Pre commissioning(6 months prior)

At the time of commissioning
Post commissioning

Pre commissioning
Recruitment of Administrator and marketing
director etc 6 months prior to the hospital.
Identify potential customers Referral
doctors/Corporates
Start circulating information about the Hospital
Fixing of competitive price for each service
Hold publicity campaigns
Use of media and press release. Advertisement in local and national Newspaper,
Radio & TV station

Have an easy to recall name

Looks matter..(Green building)
Designed for the disabled as well.
Procure latest technology be it costly.
CSR/Outreach campaigning
'Max Healthy Neighborhood Programme
Stay Healthy!! Promoting Wellness in Rural India
2013
Plant a tree this monsoon" Campaign
Apollo Life Saver Training Program

At the time of
commissioning
Invite prominent personalities
Invite local doctors
Invite members of medical professional bodies
Invite deans of medical and other paramedical
colleges.
Invite senior physicians from the Corporate and head.
Make brochures on services available
Have a press conference
Advertise in news papers
Have a full media cover
Have a web page ready.

Website management

User friendly & appealing

Create a logo
Picture gallery( events)
Updated
Locations
Details of Services, Packages, timings
Contact address and road map
Quick response to Patient queries
Make the reports available online
feedback from patient
Add a blog to the site
Make yourself visible in top five results
keep the track of people visiting your website

Check your search engine optimization

Gift packages of preventive health check ups
Online payment and appointment.
Be active & utilize social networking sites.
Hospital tour
Query option to get a no-obligation second opinion from
expert doctors
Testimonial videos of patient experience.
Web chat
Videos on you tube.
Help in patients support group chat.

Post commissioning

Make admission easy.

Online and easy appointment.
Online/ credit/ debit payment.
Bank /ATM facility
Waiting lounge be big with all facilities
(Internet, charging, caf, television, projectors
displaying mission, vision, doctors profile etc)
Regular camps in surrounding district.
Public speech and relations.

SMS reminders.
Smart card for OPD patients.(ease for the patient)
Online reports.
Invite and encourage suggestions and feedbacks from
patients, staff..
Reward best suggestion with 50% off on health check up.
Training the staff on soft skills as well.
Clean and tidy uniforms to staff.
3 time meal to attendant as well (twin and single
sharing)
Link with recognized NGOs.

To maintain customer base:

Patient satisfaction survey(inpatients)

Managers meeting the patients/relatives
Have a public relation/ customer service department.
Maps and signage on every floor and lifts.
Dedicated lifts for patients/relatives.
Touch screen machines to direct the way and providing information.
May I help you desk
Pick up and drop facilities for regular patients.
On phone psychological and assistance services.
Form support groups (Stroke support group, Fighting Obesity together,
Say Mumma etc)
Childrens play room.
Facility of crche.
Dialysis facility at home/ pick up for regular dialysis kind of patients.

To encourage corporate and insurance tie

ups:
Discounted packages for executives.
Assistance and dedicated person assigned for
complete check up.
Separate desk for insurance claim settlement.
Free tea/coffee after every two hours or so.

To attract the doctors:

Magazine adds.
Publish
the articles about the services and
technology that you have.
Make them newsworthy by connecting with some
local concern. e.g. Digital mammography & Breast
cancer
Regular CMEs and seminars to be in lime light
Interaction with the media and newsletter.
International tie ups and conferences.
Provide opportunity for fellowships.

To encourage referral:
Design your referral policy.
Provide facilities for the external doctors/
corporate doctors visiting the patient.
Recognition and Rewards
Magazines to promote the services in hospital
and health related issues.
Have satellite clinics in neighboring districts.

Internal marketing

Keep the employees (security to top

management) informed.
Internal communication needs to be strong.
Have an anthem, mission, vision lived by all.
Induction programmes for new and regular
training for old employees.
Encouraging staffs feedback and suggestion.
Bulletins and Posters about new services etc.
Empowering employees and appreciating.

Employees and customer interaction.

Train the employees coming in direct
contact with the patient

Receptionist
Nurses
Doctors.
Technicians
House keeping staff

MEDICAL TOURISM
Explore the diverse
and
vibrant
Indi
a...
Art & culture
sites
l Heritage
Adventure
Healing

Prerequisites.
Accreditation is mandatory.(NABL,CAP,
NABH, ISO,JCI, etc)
Tie-up with Foreign Institution
Accreditations and awards.
Foreign Insurance company tie-ups
Providing packages.(visa assistance, flight ticket, ambulance
pick up and drop, hotel reservations, hospital stay)
Internet access in room.
Have language interpreter/translator.
Choice of international cuisine.
Ground Transportation
Toll free Number for international patients and website
manangment

Add ons.

Fully equipped Gymnasium and Spa for

health and wellness
Several Art n Health programmes to
recuperate
A mini theatre to de-stress

Branding

Branding helps build customer loyalty

Branding influences purchasing decisions by
occupying a place in the mind.
Branding - ( make a difference)
Marketing cultivates customers
Marketing promotes a brands products or
services in the market
Marketing can influence a customers
immediate decision to purchase

Branding

Getting a doctor of high repute associated with

hospital ,it will increase brand equity.- physician
branding
Getting a celebrity brand ambassador to promote
health awareness programme.
Marathon for a social Cause
In film branding three idiots
Appealing and attractive Logo and tag line
Acquire accreditations such as NABH, NABL,
HACCP, CAP, ISO in future as well as to acquire
major awards in the industry

Branding

Continuous quality improvement philosophy

Adapting feedback and suggestions
Keep the track of patients and volume.
Keep analyzing your marketing strategy in
terms of number( profit, no: of patients)
Scrutinize the feedback and the suggestions.
Understand the wrong and appreciate the right
strategy.
Keep changing the strategy.
Change is only permanent

SWOT Analysis
Strength

Weakness

Well established name(PSG group)

Good financial resources
Seeking better corporate tie up
Latest equipment.
Setting competitive prices.
Committed employees
Weak referral?
Good infrastructure
Manpower
Quality services
Accreditation

Opportunities
Rise in medical tourism
Rapid growing market
Increase in percentage of insured
Increasing income
Ageing population
Increase life style related diseases
One billion US $ FDI inflowing healthcare
industry

Threats
High attrition rate
Threat of new and existing players
Rivalry amongst competitors
Constant government regulation
Entry of foreign investors

Thank you