1.
HCS
HOSPITAL
MARKETING
&
BRANDING
WHY
DOES
HOSPITAL
NEED
MARKETING?
OR
WHAT
MARKETING
CAN
DO
FOR
HOSPITALS?
To
understand
this
one
must
know
how
to
draft
Hospital
Marketing
Plan
to
achieve
Goals
within
budget.
1
As
a
Marketer
we
must
be
clear
about
all
services,
specialty
and
facilities;
we
are
confident
to
promote.
Next,
How
do
we
want
to
position
our
Hospital?
Whether
‘multi-­‐specialty’
or
‘single
specialty’
based
on
the
services
offered?
Once
this
is
done,
all
your
communication
will
be
created
around
the
specialty
wise
services
offered
and
supported
facilities
to
the
Targeted
population.
Hospital
Marketing
should
be
able
to
accomplish
the
following
right
from
the
inception:
-­‐
• Create
Identity
of
Hospital:
Logo
and
what
does
it
communicate,
your
hospital
vision,
mission,
goals
&
objective.
• Develop
concept
&
content
for
Marketing
Communication
like
Brochure,
leaflets
etc.
• Develop
your
Hospital
website
featuring
your
services,
specialty,
doctors
and
facilities
and
your
hospital
co-­‐ordinates
mainly.
• Select
Communication
channels
-­‐ magazines,
radio, television,
mail,
telephone,
billboards,
posters,
fliers,
CDs,
audiotapes,
and
the
Internet,
look
of
the
stores
(internal
&
external
branding),
website
&
other
media.
Also
emails,
blogs,
toll
free
numbers
and
ads
(monologues).
• Establish
Marketing
&
Sale
team
to
initiate
referral
sales;
corporate
sales
&
various
out
reach
2
activities
&
events.
• Implement
Marketing
Mix
&
Marketing
Management.
E.g.;
8
P’s
of
service
marketing
• Marketers
assess
market
opportunities
and
customer’s
values
to
offer
acceptable
value
preposition.
• Develop
marketing
budget
y-­‐o-­‐y
/
m-­‐o-­‐m
basis
for
Above
the
Line
(ATL),
Below
the
Line
(BTL)
&
Marketing
Communication.
Another
marketing
role
is
to
tie-­‐up
with
all
Third
Party
Administrator
(TPA)
to
attract
Insurance
Clients
to
hospital
for
reimbursement
or
cashless
facility.
In
order
to
increase
the
OPD,
in
turn
increasing
the
Surgeries
and
IPD.
Apart
from
having
good
referral
network,
marketing
should
be
able
to
attract
qualified
and
experienced
consultant
on
board.
PR
&
Media
Planning:
accumulate
day-­‐to-­‐day
stories
such
as
unique
case
study,
Quotes
in
generic
stories,
profiling
of
spoke
person
&
Article
placement
in
Media.
Other
latest
trend
apart
from
social
media
marketing
through
platforms
like
Facebook,
Google
plus
is
creating
a
Hospital
Channel
on
you
tube.
Last
but
not
the
least
is
co-­‐
marketing
with
pharmaceutical
companies
or
co-­‐promotion
with
healthcare
FMCG
retail
companies.
****
2015
April
HOSPITAL
MARKETING
MANTRAS’
ORGANIZATION
Healthcare
Consulting
Services
(HCS),
Mumbai
PHONE
+919820676723
WEB
www.healthcareconsultingservices.in
Volume
1.0
Copyright
@
2015
HCS