Assess and Improve the effectiveness of the healthcare marketing

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Assess and Improve the effectiveness of the healthcare marketing

  1. 1. Assess and Improvethe effectiveness of the healthcare marketing. Presenter : Amit Mishra http://www.linkedin.com/in/pub4303992 1
  2. 2. Agenda About the organization Objectives Rationale Research design and methodology Limitation Analysis Findings Recommendations 2
  3. 3. ObjectivesResearch ObjectiveTo assess the effectiveness of the marketing activities and suggest improvements to increase its reach and effectiveness.Specific Objectives• To understand factors which are important in choosing the Clinic.• To analyze the effectiveness and reach of the modes of communication used by the clinic.• To understand the preference for the mode of communication by clients at different clinics. 3
  4. 4. Henry Ford said………."I know half the money I spend onadvertising is wasted, but you tell mewhich half?" 4
  5. 5. RationaleMarketing constitutes a major chunk of the expenditureMarketing spending decisions are primarily driven by “rules of thumbs” and historical spending patterns.Minimal use of analyses in driving spending choices of marketing campaign. 5
  6. 6. Measuring marketing effectiveness is no longer an option – it isessential for survival. So if marketing is important, it follows that it pays to know if you are getting it right. 6
  7. 7. Simple framework for marketing measurementMarketing activity mix•Radio M)•Banners•Website•Road shows•Cable scrolls CUSTOMER•Inserts•Health check up camps Value•Mailers “BLACK BOX”•Relatives or friends•Referred by family physician•Television•Newspaper 7
  8. 8. Data AnalysisSoftware used SPSS , MS-Excel Demographic profiling Competitor marketing activity Analysis Factor analysis Cross Tabulation 8
  9. 9. Modes of channel for the awareness of the clinic 19 .2 3 Advertisem ents 3 7.2 5 15.3 8 3 3 .3 3 17.6 5 Relatives or friends 2 3 .8 1 Mailers 14 .2 9 1.9 6 Cable scrolls 4 .76 Roadshow s 4 .76 15.3 8 Refered by fam ily Physician 3 .8 5 Banners 3 .9 2 7.6 9Through our personal contact 5.8 8 3 .8 5 Health check up cam ps 1.9 6 3 4 .6 2 Others 19 .0 5 3 1.3 7 PITAMPURA GURGAON EAST OF KAILASH 9
  10. 10. Preference of communication 26.92Contacting personally 19.61 28.6 34.62 Mailers 19.61 28.6 3.85 Road show s 1.96 4.8 11.54 Cam ps 3.92 9.5 3.85 Inserts 5.88 9.5 7.69 New spaper 19.61 9.5 11.54 Television 29.41 9.5 PITAMPURA GURGAON EAST OF KAILASH 10
  11. 11. Factors influencing visit to the clinic Factors influencing visit to the clinic 60.0 53.85 52.4 50.0 45.10 40.0Percent 30.0 25.49 23.8 23.08 21.57 20.0 14.3 15.38 9.5 10.0 7.84 7.69 0.0 Apollo brand Good infrastructure and Skilled doctors and nurses Close to home modern technology Factors PITAMPURA GURGAON EAST OF KAILASH 11
  12. 12. Findings contd…..Factor analysis reveals that the customer maps the clinicon two dimension i.e. personal attention and care;efficiency of care. Personal mode of communication is preferred - Higher end income group people All the age group Govt. employee prefer to be contacted personally Private employee prefer mailers 12
  13. 13. LIMITATIONS OF STUDY Unavailability of structured information about the different marketing activities undertaken in the past. Stipulated time was also a limiting factor. The findings cannot be generalized to all the clinics. 13
  14. 14. Characteristics of ServicesIntangibility Perishability SERVICEVariability Inseparability 14
  15. 15. Three Types of Marketing in Service Industries Company Internal marketing External marketingEmployees Interactive Customers marketing 15
  16. 16. Enhancing Customer Bonding and Satisfaction Adding structuralAdding tiesfinancialbenefits Adding social benefits 16
  17. 17. RECOMMENDATION Strengthen rapport with the general practitioners New Resident Marketing Enhancing Public Image in terms of the price proposition Health Education Programme The use of web-site as a mean of promotion 17
  18. 18. RECOMMENDATION contd.. Advertisements in specialist magazines Testimonials / Satisfied customers Developing a strategic marketing plan: 18
  19. 19. RECOMMENDATION contd.. Developing tracking mechanismAll marketing campaigns need to be, tracked so that Campaign performance can be understood and evaluated Marketing investments can be justified Future marketing investments can be managed 19
  20. 20. Any queries?Mail me - amit.mishrak@gmail.com Thank you 20

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