Your SlideShare is downloading. ×
marketing of a diagnostic centre, medical lab, clinical lab
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

marketing of a diagnostic centre, medical lab, clinical lab

18,500
views

Published on

the presentation documents a sample marketing plan for an upcoming multicentric medical lab or diagnostic centre.

the presentation documents a sample marketing plan for an upcoming multicentric medical lab or diagnostic centre.

Published in: Health & Medicine

5 Comments
27 Likes
Statistics
Notes
  • Good and need more micro survey report. Thanks for giving us this format.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dr. Rakesh, I have recently started a clinical laboratory in Los Angeles, CA. It is not a field in which I am not familiar with,since my family has been in the business since 1998. I was very interested in your marketing plan for medical diagnostic centres. It really pin pointed on areas in which I had questions about, I thank you for the post.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Diagnostic centers at Healthspring give you state of the art facilities available across the city of Mumbai: http://www.healthspring.in/diagnostics-centre-in-mumbai/#routine
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Diagnostic Centres across Mumbai city with a single name, reports and quality: http://www.healthspring.in/routinediagnostics/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Nice. But have you done a cost effective analysis. Total spend vs. returns, and which part of marketing was more successfull in generating leads?
    A similar study on ekohealth.in can be anice challeging study
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
18,500
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
5
Likes
27
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing planning of a multicentre diagnostic centre Dr Rakesh Parashar 2008HO024 TISS, Mumbai 1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 2. Accurate diagnostics Pvt. Ltd. “ Precision in health”
    • Clinical Pathology
    • Biochemistry
    • Haematology
    • Microbiology
    • X-ray , ultrasound, CT scan
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 3.
    • Laboratory centres – 5
    • Sample collection centres- 3 satellite centres for each lab.
    • Total – 20 collection units
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 4. Marketing Planning
    • Process of making a documented marketing plan
    • Involves careful examination of business environment, market competition, situational analysis( SWOT), consumer analysis, marketing strategy, marketing budget , performance analysis and evaluation.
    • A plan for one to three years
    • Communicated to the relevant personnel
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 5. Executive Summary
    • The marketing aims at achieving brand leadership at the end of one year with target of getting more then 200 patients per day per centre. Market share in the areas would reach upto 20 % during the first year.
    • The major marketing strategy is quality services with precise results along with extensive promotion during first four months and through achieving best relations with the clients and customers.
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 6. Table of contents
    • Mission
    • Market research and analysis
    • Marketing targets
    • Marketing strategy
    • Financial projections
    • Implementation
    • Performance evaluation
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 7.
    • Marketing Planning starts with the purpose of the company-
    • Mission of Accurate diagnostics - “Provide reliable, timely , high quality, cost-effective and innovative diagnostic services and information to patients, physicians and other health care providers for the benefit of the patient” .
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 8. STEPS
    • A team with its chief to carry out marketing .
    • 1. Market research and analysis – different for all centres, consumer analysis, market competition, client specifications, market segmentation, situational analysis( SWOT)
    • Location - two centres in areas with most demand for reliable blood tests, two focusing upon imaging needs ( close to Ortho and maternity clinics) , and one centre near medical college
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 9.
    • Layout - a good waiting area and comfortable physical environment
    • Equipment planning – best technologies with new equipments, involve local GPs and hospital administrators to plan equipment s( get better public relations!)
    • HR recruitment – experienced and skilled personnel.
    • advertising for quality staff advertises the company too!
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 10.
    • 2. Marketing objectives/ targets-
    • to achieve the rate of 3 tests per patient and patient volume of 200 patients per day
    • to receive prescriptions from more than 50 % GPs in the area
    • 20 % market share at the end of one year
    • establishing Accurate as a leading brand at the end of one year.
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 11.
    • 3. Marketing strategy –
    • a. product/ services – list of services at different centres ( reliable blood tests and imaging with best technologies)
    • b. pricing- competitive pricing with pricing mix for different tests at different centres, average pricing marginally on higher side than other centres ( emphasizing quality)
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 12.
    • c. Promotion – extensive promotion before commissioning and 4 months thereafter.
    • Awareness and education campaign to the community about benefit of better diagnostics.
    • life style promotion and health checkup camps in target market areas – free noninvasive tests- BP, pulse, respiration, temp, blood sugar, body wt etc.
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 13.
    • Establishment of sample collection centres cum inquiry centres in needy areas
    • Accreditation from certifying bodies eg. NABL
    • Seminars of GPs. Consultants and hosp administrators
    • Part in community meets/ functions
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 14.
    • Articles – health magazines, newspapers, discussion in print and electronic media, direct mailing the newsletters and brochures to clients
    • Internet – web portal, blogs, enquiry and feedback forms, online report sending facility.
    • Sales aids – pens, calendars , coffee mugs, telephone memos to doctors and specified customers, with logo on them.
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 15.
    • Tagline and logo – “ Precision in health”
    • Test catalogues – test listings and reference values, distribution of them
    • Employee rewards
    • Public relations – tie up with GPs, Hospitals, clinics and accordingly concessions to customers, offer facility tours to the clients and customers
    • Urgent reporting systems
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 16.
    • d. Process –
    • patient comfort and care during reception, service rendering and report collection.
    • e. Physical ambience- comfortable physical environment, waiting areas, patient privacy and facilities.
    • f. People – keeping in mind the customer needs and demands along with those of doctors and hospitals.
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 17.
    • 4. financial projection / budgeting
    • Marketing Expense assumptions
    • Marketing expense share of total expense
    • Revenue assumptions
    • Monthly pro-forma P & L statements
    • Break even analysis and profit ratios
    • Construct marketing budget to serve the control
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 18.
    • 5. implementation –
    • The marketing chief is responsible authority, reports to CEO of the company.
    • Trained personnel
    • Defined roles and responsibilities
    • Proper distribution channels
    • Adjustment mechanisms
    • Contingency handling skills
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 19.
    • 6. Performance evaluation –
    • Sales analysis- number of tests done per month, per customer, its trend
    • Market share analysis
    • Market expense analysis – marketing expense share to sales/ revenue ratio
    • survey – brand image and brand equity among patients and practitioners.
    1.9.09 Dr Rakesh parashar, TISS, mumbai
  • 20.
    • Thank you.
    1.9.09 Dr Rakesh parashar, TISS, mumbai