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Final report

  1. 1. Project Report submitted in partial fulfillment of the requirement for theTraining programme in PR and Corporate Communication (Marketing tools) By Divyangna 1
  2. 2. DeclarationI hereby declare that this project report on “Analysis of PR and Corporate Communication aseffective marketing tool” which is being submitted in partial fulfillment of the TrainingProgramme in Marketing Department, is the result of work carried out by me, under theguidance of Mr. Sonal Pahwa, Deputy General Manager, Sales & Marketing, Fortis HospitalShalimar Bagh, Delhi. (Divyangna) Acknowledgement 2
  3. 3. I take immense pleasure in thanking Mr Sonal Pahwa , DGM Marketing & Sales for having permitted me to carry out this project work. I wish to express my deep sense of gratitude to my Internal Guide, Ms. Isha Bakshi ,Officer, Marketing & Sales for her able guidance and useful suggestions, which helped me in completing the project work, in time. Finally, yet importantly, I would like to express my heartfelt thanks to my beloved parentsfor their blessings, my friends/classmates for their help and wishes for the successful completion of this project. Divyangna Abstract 3
  4. 4. Marketing is about satisfying the needs and wants of the customers which helps eachorganization to gain the competitive advantage over its competitors. According toBerkowitz,(2006,p. 3) ,”marketing is a societal process by which individuals and groups obtainwhat they need and want through creating, offering, and freely exchanging products and servicesof value with others.” Therefore, the marketing concept means that a health care company must make a profit byserving the needs and the wants of customer groups and by delivering the right health care. Atthis point, it is good to mention that central to this definition of marketing is the focus on theconsumer, whether that is an individual patient, physician, or organization such as a companycontracting for industrial medicine. This also leads to the key ingredient of marketing that leadsto consumer satisfaction.Furthermore marketing is about satisfying the patient with right health care services and rightmedical products at the right place with the right promotion, distribution and pricing strategies.Therefore in order to apply the meaning of marketing in this competitive health care marketplace, marketers need to understand the concept of marketing management and specifically theconcept of marketing plan.Healthcare marketing is big business. It is also extremely competitive, whether physicianscompete for patients in the same community or big pharmaceutical manufacturers make drugsfor diseases that affect many people.Large or small, the challenge for healthcare marketers is to determine the best strategies toaccomplish annual sales and growth goals for their businesses that are based upon thosecompanies prevailing market rankings. The media is filled with prescription drug ads becauseadvertising is a powerful marketing tool at play in the healthcare industry.Successful businesses, no matter what industry theyre in, are not accidental. Lots of hard workand energy goes into the planning process. The health care industry is no different. The 4 Ps ofmarketing is used as an analysis tool to help determine which combination of advertisingchannels will be employed to meet the promotional objectives of ones marketing plan.This includes looking at a specific product and strategically planning the placement, price andpromotion around it. Using variations of these elements helps the business reach multipleconsumers within their target market. Table of Content 4
  5. 5. Title: Subtitles Page no.1 Introduction: About Fortis About Healthcare Industry Evaluation of Marketing 6-12 Objectives of Marketing What is Healthcare PR Need of PR2 Materials & Methods 13-233 Results: Survey 24-29 SWOT Analysis4 Suggestion 305 Conclusion 316 References 32 Introduction 5
  6. 6. About FortisFortis healthcare has been established with a vision to become a global leader in the field ofintegrated healthcare.It is one of the fastest growing integrated healthcare providers with multi-vertical presence thattouches millions of lives across 10 countries including Australia, Canada, Dubai, Hong Kong,India, Mauritius, New Zealand, Singapore, Sri Lanka and Vietnam.Fortis Healthcare has multi-vertical presence in emerging markets in different healthcareverticals ranging from primary healthcare, day care specialty healthcare, hospitals, dental clinicsand diagnostics. Today, its combined network comprises over 75 hospitals with more than12,000 beds, 580 primary care centers, 188 day care specialty centers, 190 diagnostic centers anda talent pool of over 4,000 doctors and 23,000 employees making it amongst the largestintegrated healthcare delivery networks in Asia Pacific. Among its assets, Fortis HealthcareInternational owns Quality Healthcare Ltd, the largest primary care network in Hong Kong;Dental Corporation Pty Ltd, the largest dental care network in Australia and New Zealand; FortisSpecialty Hospital, an under construction specialty hospital in Singapore; a stake in 350 bedLanka Hospitals Corporation, Sri Lanka’s largest super specialty hospital, and the largest privatepathology diagnostics laboratory in UAE; and holds majority stake in Hoan My MedicalCorporation, one of Vietnam’s largest private healthcare provider groups.This integration unlocks multiple synergies in growth, talent, medical verticals and costefficiencies. Its ability to service a wider spectrum of patient population also gives it a uniqueproposition as a healthcare provider of choice in the region. Its large pool of experienced clinicaland managerial talent, under the guidance of a strong global management team, helps to cross-pollinate knowledge and capabilities across the enterprise. Chairman Fortis HealthcareFortis Hospital, Shalimar Bagh, brings to the residents of National Capital Territory, a MultiSpeciality hospital focused on delivering cost-effective medical care at par with internationalstandards. A blend of professional talent, cutting-edge technology and comprehensive services, 6
  7. 7. Fortis, Shalimar Bagh offers advanced care in the discipline of Gastroenterology and offersadvanced treatment for disorders of the liver, biliary tract, pancreas and other common GastroIntestinal (GI) diseases.About Healthcare industryThe healthcare industry is one of the most vital and rapidly developing industries in the world.Each year billion worth of investments go into clinical and pharmaceutical R&D and marketing.The sector is vast and diverse with doctors, patients, pharmaceutical companies, universities,governments and healthcare professionals involved in the distribution, discovery and advocacyof the products. Healthcare Public relations & Corporate communications play an importantrole in introducing, building confidence, opening up a good market share and bringing to peopleinnovative clinical remedies. Healthcare communications agencies worldwide are working tohelp the stakeholders of the medical field and healthcare sector to be heard, informed and marketproducts.Benefits are the reason people select healthcare products and services over another.Features are simply a factual statement about our product or service, but benefits provide theanswer to the question that every patient wants to know, which is “What is in it for me?” Patientsneed to understand the value, as they are paying out-of-pockets.Evaluation of Marketing in HealthcareThe influence of healthcare consumerism today extends to every professional working in thehealthcare system compelling providers to respond to consumers evolving expectations, whichare mainly based on choice, control, convenience, and customer service. Healthcare is nowpurchased from a wholesale and retail-oriented marketing model. Earlier, healthcareorganizations did not need to market their services. The providers operated in semi-monopolisticenvironments. There was an almost unlimited flow of customers, and revenues were essentiallyguaranteed. This situation began to change. Increasing choice for consumers opened the door tocompetition. Healthcare organizations began to appreciate that to sustain in this new bad world,they would have to introduce modern business practices into the healthcare arena and adoptconcepts and methods long established in other industries. This led to the concept of directmarketing. 7
  8. 8. Unfortunately, in the early years healthcare professionals did not like the amalgamation of thewords healthcare and marketing. Many misconstrued marketing for advertising, and, advertisingon the part of health services providers was considered inappropriate. Though prescribedmarketing activities became common early on among healthcare organizations likepharmaceuticals, medical equipments and medical supplies, targeting physicians and employers,marketing campaigns targeting healthcare consumers i.e. patients were relatively rare. Healthcareservice providers had long resisted the incorporation of formal marketing activities into theiroperations. Nevertheless, physicians, hospitals and other healthcare organizations had beenmarketing themselves under the facade of public relations, physician-relationship development,community services, and other activities, but few health professionals equated these withmarketing.The use of marketing techniques has proliferated. Modern healthcare programmes, such asfreestanding diagnostic centers and rehabilitation clinics, began using marketing as a means ofluring patients from the already established sources of care. Healthcare marketing, however,initiated as an unstable concept. The marketing professionals that healthcare imported from otherindustries failed in their effort to adapt existing marketing techniques to healthcare uses.Marketing healthcare was not the same as marketing a soft drink! While few methods andtechniques could be transferred untouched from other industries, most approaches had to becustomized to healthcare. Furthermore, experienced marketers from other industries were notfamiliar with the healthcare market and, were therefore unable to appreciate the need for long-term initiatives in this industry.The formal recognition of marketing as a suitable activity for healthcare providers represented animportant milestone for healthcare. Healthcare organizations then saw the daybreak to a flurry ofmarketing activities and got into creating aggressive campaigns. Medical professionals using 8
  9. 9. jargon like the market along with angioplasty, arteries and vitamins became more common.The term marketing mix is now heard commonly in boardroom discussions housed in the samebuilding complex where patient care is provided, emphasizing on the 4 Ps of Marketing:Product, Price, Place and Promotion. Today, the industry has matured into a sophisticated andcompetitive field, meeting the needs of knowledgeable consumers who are making their ownhealthcare decisions. The industry is now being compared to the hospitality sector, and is labeledas a service industry.The acceptance of marketing by health professionals realized the need for the establishment ofmarketing budgets and the creation of numerous new positions within the organizations. Thisculminated with the establishment of a marketing department with its own budget and staff.Positions like general manager and director for marketing came into existence in manyorganizations with responsibilities of contributing to the bottom line, just like any otherdepartment.The evolution of marketing in healthcare has been slow and is still an ongoing process. Afteryears of reluctant acceptance, and constant nervousness between those who enthusiasticallyaccepted marketing as a function of the healthcare organization and those who tenaciouslyresisted it, marketing has now become reasonably well established as a legitimate healthcarefunction. Though the industry still suffers from a lack of standardization when it comes tomarketing, healthcare marketers now have a much better understanding of the market and theirtarget audience. New approaches have been developed specifically for the healthcare marketand reasonably sophisticated market research techniques have been put into place.Objectives of Healthcare MarketingProfit is often the major objective of healthcare marketing, as is the case with any other business.However, other factors affect healthcare marketers, because the healthcare industry is heavilyregulated by the U.S. government. In addition to traditional marketing objectives of increasingsales, healthcare marketers must also comply with regulations set forth by federal agencies.  Preference for Brands and ServicesGaining preference for a brand or service is a major objective of healthcare marketing.Pharmaceutical companies develop marketing and advertising programs to generate preferencefor over-the-counter (OTC) and prescription medications. Physicians compete to gain preferencefor dental, obstetrician, and other healthcare provider services. Hospitals compete to market and 9
  10. 10. gain preference for their expertise in treating patients in areas such as pediatrics, optometry,podiatry and cancer. Generating preference for brands and services is most often achievedthrough advertising campaigns.  Customer RetentionCustomer retention is also an important marketing objective. A pharmaceutical company mightdevelop a marketing program that provides users of medications with free samples or coupons tomake sure that they maintain loyalty to their brands. A drug store might offer a customer loyaltyprogram, drive-thru prescription service or other measures so that consumers continue topurchase medications and healthcare products at their stores. Customer retention marketingefforts are often executed through direct mail programs, coupons, and loyalty programs.  Patient EducationPatient education is growing as a marketing objective. Companies are increasing efforts to bettereducate consumers about medications, including how to take them and what to avoid when usingthem. Physicians are incorporating patient education as a part of their prescribed treatments, suchas providing exercise recommendations to maximize weight loss efforts. Equipmentmanufacturers for diabetes monitoring devices and oxygen are including patient education as apart of their marketing efforts for the patient, rehabilitation service providers, and at-homecaregivers. Patient education is also important to comply with government requirements andprevent insurance and legal liabilities.  Government ComplianceMany companies in the healthcare industry must comply with guidelines and standards set by theU.S. Food and Drug Administration (FDA) and the Department of Health and Social Services(HSS). These federal agencies set standards for what a company can market and advertise. FDAand HSS requirements are most prominent in the pharmaceutical industry. For example, manytelevision commercials include disclaimer information that it is either spoken by an announcer orappears as written copy. Disclaimers often notify viewers of potential side effects of amedication. Instructions inside boxes of medications also include lengthy descriptions ofpotential reactions and risk factors. This information is required by the FDA. Companies musthave FDA approval before they can advertise or sell OTC or prescribed medications.What is Healthcare Public Relation?Public relations are an important part of how companies and businesses and individuals get theirideas and image out to the public. 10
  11. 11. PR in healthcare plays an important role. Healthcare PR’s responsibility is dealing with thecommunications that take place within and around a healthcare institution.For a person who is in health care PR, their day to day activities would include speaking withand liaising with doctors and nurses but also with the administrative staff of a hospital. This kindof position needs a person who has outstanding communication skills because if one thing wereto get lost in translation there could be dire consequences.Even within healthcare PR there are a number of different jobs that need to be done. While it is ajob based on communication, not all of that communication is verbal.A PR person might, for example, be responsible for the hospitals weekly internal newsletter.They might also be responsible for putting together information that would help market thehospital.Health care public relations are in charge of handling the internal and external communicationsfor a health care facility. They interact with physicians, nurses, managers, administrators, andpatients, and therefore must have excellent communication skills. Some of theirresponsibilities include writing for internal publications such as newsletters, handling callsfrom the media, as well as writing and creating various material that promote the servicesoffered at that facility. Public relations specialists may also be called upon to preparemarketing plans that highlight various aspects of an organization. The most important functionof this position is handling all communications with the public. They may organize eventsbetween the organization and the public, or they might prefer to correspond by publishingpress releases. Public relations specialists must be highly organized and be prepared to dealwith a variety of situations. They usually work 40-hours a week, but this can vary due todeadlines or an unforeseen crisis involving the health care organization. Individuals interestedin health care public relations should be detailed oriented, be able to cope with high levels ofstress, and be able to handle a heavy workload.To generate response from prospective patients, medical practice marketing should focus on thebenefits of the healthcare services and products. Since people don’t by features….they buybenefits. 11
  12. 12. Need of PRPublic relations are essential in every sphere of trade and business. The healthcare industrycomprises of a considerable amount of a country’s GDP. It is ever growing and is consistentlyuseful for people at large. The healthcare industry of UK contributes goods and services worthbillions of pounds each year to the global market. Healthcare PR helps companies, individualsand organizations to present their ideas and image to the public with the right spirit and throughthe right channels. The healthcare industry affects our everyday lives and impacts many whosuffer from illnesses and are looking for recent developments in medicine and innovativetechnology. Even the finest ideas will not yield results in the absence of successful healthcarePR.Corporate positioning, product positioning, media relations, presentations and conferencesupport are important in conveying ideas to the public and to sell products.Healthcare PR gives you and your products the exposure you deserve to gain recognition and tosell. Many seek the help of a healthcare PR agency to stay in the market in the face of heavycompetition from pharmaceutical companies. Leaving your media relations to specialists in thefield will provide you with the necessary recognition for you and your brand locally andinternationally. The PR agencies in this sector also handle issues and crises that you might facefrom trial failures to product withdrawals. From the smallest companies to pharmaceutical giants,a healthcare PR agency will prepare you from the very first step of product introduction tofranchise positioning. They also train your staff for a more confident company PR approach andstrategies.Almost all pharmaceutical companies, biotechnology companies, patient groups and nationalhealth services require the services of a healthcare PR agency to represent them to the masse Materials & MethodsMaterials & Methods which I worked on, for doing Corporate communications and maintainingPublic Relations were:  Communication Collaterals (flyer, news letter, hoardings, standees etc) 12
  13. 13.  Stories relating to Women’s Health, Tobacco day.  Interviewed Dr. Pramod Kumar.  Assisted Mam Isha on regular CME’s  Doctor’s day Celebration We planned our activities from April to June. MARKETING ACTIVITIES (April., 2012 – June., 2012)Major Campaigns/Activities 1. Active promotion of Centres of Excellence at prominent Metro Stations of North Delhi 2. Adaption & maintenance of 3 leading medians in Shalimar Bagh, with prominent Fortis branding 13
  14. 14. 3. Hospital direction signage done on NH-1 for guiding patients coming from Karnal/Panipat/Sonipat to Fortis SBNew Medical Programmes 1. Day Care Programme launchedTalent Hiring 1. Dr. Ramesh Garg hired as Consultant, Gastroenterology 2. Dr. Sanjeev Madan hired as Sr. Consultant, Internal Medicine Article for women’s day HEART DISEASE AND WOMENThe myth that heart disease is a “man’s disease” has been debunked, the rate of public awareness ofCVD (Cardio Vascular Disease) as the leading cause of death among women has increased from 30% in1997 to 54% in 2011 (as per the AHA Guideline 2011).Time has changed radically women are no longer only playing their traditional roles of a housewife, amother or a daughter. She is instead taking giant strides in the pursuit of her dreams. There is hardly anydomain left where women are not involved. Owing to this change in attitudes and the increasing 14
  15. 15. demand for a better status in life coupled with the stress of family & work alike, women of today areneglecting their health, which is a matter of grave concern.CVD has too long been neglected in the women’s health arena. In actuality, it causes 8.6 million deathsin women, each year, making it their number one killer. Each year, 55 000 more women die of strokethan men, and before 75 years of age. Stroke accounts for a higher proportion of CVD events than CHD(coronary heart diseases) in females, whereas the ratio is the opposite for males (as mentioned in AHAGuideline 2011).From the Dept. of Medicine, Postgraduate Institute of Medical Education and Research, Chandigarh • Asian women are least aware of heart disease as the leading cause of mortality in women (American Heart Association rapid access journal report). • 69% of women who die suddenly have no prior history of coronary artery disease. • Women often deny, ignore, or do not notice symptoms. Often by the time symptoms typical to CAD occur in women, heart attack is fully formed and early warning signs are missed therefore outcomes are poor.Women have unique risk factors for stroke such as pregnancy, hormone therapy and have a greaterprevalence of hypertension in older ages which is a major risk factor for stroke. After 65 years of age, ahigher percentage of women than men have hypertension, and the gap will likely increase with thecontinued aging of the female population. There may be different benefits and risks associated withinterventions to reduce stroke risk compared with men.They are more likely to have the following symptoms – • Fatigue • Shortness of Breath • Indigestion, Upper Abdominal Pain or Nausea • Pressure, fullness or a squeezing pain in the center of the chest, which may spread to the neck, shoulder or jaw. • Arm Pain (Especially the left arm)According to prevalence survey of CHD, carried out in a north Indian town involving a house-to-houseclinical and electrocardiographic examination of all the 2,030 persons above the age of 30 yearsresiding in the area, 62% per cent of the men and 88% of the women had clinically silent CHD.The prevalence of CHD increases with age, socio-economic status, the sedentary nature of occupation,and with hypertension.To prevent heart diseases women should - • Be physically active • Dont smoke or use tobacco • Eat a healthy diet • Get regular health screenings 15
  16. 16. Tent CardI designed a tent card,to distribute among the internal as well as external doctors. 16
  17. 17. Thank you card This was to be presented to the blood donors, as a token of thanks. Delivery Packages (flyer) This was to be distributed internally as well as externally. 17
  18. 18. Invitation cardVertical HoardingThis was to be placed internally as well externally. 18
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  20. 20. News letterThis was to be distributed among the referral doctors. 20
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  24. 24. ResultsFor measuring the effectiveness of our marketing, I prepared a questionnaire, and interviewedaround 50 patients in the OPD. Marketing SurveyName:Age:Sex:Profession:Q.1 Have you ever been to Fortis Shalimar Bagh before? Yes No 24
  25. 25. Q.2 If yes then do you know the following about Fortis Hospital, Shalimar Bagh: o Location o Specialties available o Doctors available 60 50 40 30 Series1 20 10 0 Location Specialities Doctors availableQ.3 From where did you get to know about Fortis Hospital, Shalimar Bagh? o Newspaper o Radio o Hoardings o Bus Queue Shelters o Metro Feeder Bus o Website o Others 50 40 30 20 10 0 Series1 25
  26. 26. Q.4 How often have you read /saw them? Usually Very rareQ.5 Have you ever attended “free health check up camps” organized by the Fortis Shalimar Bagh? If yesthen did you find them beneficial? Yes No 26
  27. 27. Q.6 Do you think the ad which you have read /saw was informative and has benefited you? Yes cant sayQ.7 How would you define Fortis as a brand? Good Very Good Excellent 27
  28. 28. Q.8 Would you like to come to Fortis S.B again? And will you recommend Fortis to your near and dearones?Almost, all of them to whom I interviewed were satisfied to a great extent, but there were very few whowere not satisfied and had “expensive” as their quotient.ConclusionAs per the survey, we can conclude that our marketing activities are reaching to the target audience; weonly need to highlight our Team of Doctors since they are our USP, and are supposed to be known bythe audience. 28
  29. 29. SWOT AnalysisStrengths We are a Brand. Our highly qualified Doctors. Our wide reach.Weakness We are expensive.Opportunities Our upcoming units. Use of international new technologies.Threats Competition. (Max, Jaipur Golden etc) Highly aware public. 29
  30. 30. SuggestionsI’ve come up with few steps that one can take to ensure their medical advertising materials arebenefit laden.First, Understand Your Target MarketYou need to learn everything you can about the types of patients you are trying to attract to yourpractice. More importantly, you want to be sure that you are targeting the right type of patients tobegin with. Once you understand the demographic and behavioral buttons of your target patientsyou will be able to better identify the features that will lead them to choose your practice overmany others.Second, Step into the Shoes of Your Prospective PatientOftentimes if you are doing your own marketing you are too close to your medical practice toperceive it the way a prospective patient would. This is why you must make an extra effort tolook at your practice as a stranger would, and refrain from making any assumptions. From thisdifferent perspective, consider the features you’ve identified and ask, “what results will I havewith this product or service?” These “results” will lead you to your preliminary benefits. 30
  31. 31. ConclusionHealthcare professionals now appreciate their existence in a service industry and have in factextended the marketing fundamentals to 7 Ps, the additional ones being People, PhysicalEvidence and Process. A core of healthcare marketing professionals have now emerged alongwith the tools necessary to plan and implement marketing initiatives with background on thefactors that drive marketing approaches and consumer behavior in healthcare. Marketingdepartments and marketing budgets are under increasing scrutiny in todays healthcareorganization. Developing and implementing a communications and public relations programthat meets the needs of both the hospital and its diverse stakeholders is increasingly gainingpopularity. From planning and executing an advertising campaign to analyzing patientsatisfaction data, the evolution of healthcare marketing has been quite dramatic over the pastfew years. Physician referral cuts have now been replaced by sophisticated terms like revenuesharing mode and patient care by customer focus. Healthcare organizations are now usingvarious means and tools for marketing their ‘product’. Electronic media, digital media, printmedia, television, radio are just few of the many options healthcare providers are now optingfor. Hoardings and billboards now dont just carry your favorite actor selling a car ortoothpaste, but also a doctor-patient relationship.It is now believed that when market planning, market research, and marketing communicationscome together to achieve planned strategic objectives, organizations succeed. Today, healthcaremarketing appears poised to play a greater role in the new healthcare environment 31
  32. 32. ReferencesCompany’s corporate brochure.Company’s website.Primary data (personal dairy, interviews)Google. 32