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130630 presentation oral defense smc mba ah

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This was my presentation of my MBA thesis

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130630 presentation oral defense smc mba ah

  1. 1. Marketing practices in private medical practice: a case of Hôpital la Croix du Sud of Kigali By Alex Hakuzimana July 2013
  2. 2. Presentation outline ─Introduction ─Literature review ─Research design and methods ─Findings ─Conclusion and recommendations
  3. 3. Introduction Overview • • • • • Health care systems: clients’ needs and preferences Customer-driven philosophy: efficiency and effectiveness improved Strategy: health care marketing Philosophy: serving and satisfying customers’ needs. Tool for understanding the market environment and customer needs • Goal: building profitable customer relationships • Rwanda health sector: customer care norms
  4. 4. Introduction Rwanda health care system • • • • • • • • Vision 2020 Services-based economy and free market Universal healthcare coverage Health indicators improved Decentralization Health insurances for all Customer care norms Private health sector as a pillar
  5. 5. Introduction Research questions Two questions guided our study: – What are the current marketing practices in use at the Hôpital la Croix du Sud? – What are the challenges and problems faced in marketing practices at the Hôpital la Croix du Sud and how to overcome them for improvement of its marketing programs?
  6. 6. Literature review Marketing defined • Identifying and meeting human and social needs • Create value for customers and build strong customer relationships in order to capture value from them in return • Focus: satisfying customer needs • Goal: maximizing the value delivered to the customer and extracting the optimal price or the cost to the their perspective.
  7. 7. Literature review Marketing is a process Create value for customers and build customer relationship Understand the marketplace and customer needs and wants Design a customer-driven marketing strategy Research consumers and the marketplace Select customers to serve: market segmentation and targeting Manage marketing information and customer data Decide on value proposition: differentiation and positioning Construct a marketing program that delivers superior value Product and service design: build strong brands Pricing: create real value Distribution: manage demand and supply chains Build profitable relationships and create customer delight Cutomer relationship management: build strong relationships with choosen customers Partner relatsionship management: build strong relationships with marekting partners Manage global markets Capture value from customers to create profits and cutomer equity Create satisfied, loyal customers Capture customer lifetime value Increase share of market and share of customer Promotion: communicate the value proposition Harness marketing technology Capture value from customers in return Ensure ethical and social responsibility
  8. 8. Literature review Health care marketing • • • • • Advanced in pharmaceutical industries Pervasive, unknown, even prohibited in clinical settings Embryonic in developing countries: Rwanda However, marketing principles applicable Challenges:  Health care systems operations and processes intricate;  Consumer’s needs as health requirements;  Health services not understood by consumers;  Always ready to serve patients under death threats  Uniqueness of health care services pricing  Varied and diversified health care needs and wants
  9. 9. Literature review Successful Healthcare marketing: strategies • Thorough situation (marketing) analysis • Know and differentiate the consumers and payers of services • Understand the organization and structure of the health care system “Customer analysis, trade-offs on access, cost, quality, dimensions of political, technological, economic, social, demographic, regulatory changes and determinants of the utilization of health services lead to an informed strategic marketing planning” (Kotler, Shalowitz & Stevens, 2008) • Marketing mix: products, promotion, place and price.
  10. 10. Research design & methods Type of the study • Qualitative and case study • Why a single case of the Hôpital la Croix du Sud: ─Is the unique largest modern private hospital in Rwanda ─Has a wide range of services offered ─Operations and management systems including marketing
  11. 11. Research design & methods Data collection ─ Official request for authorization. ─ Guided semi-structured interviews ─ Key staff recognizable for their knowledge of marketing issues: Director general, managers, and heads of departments; ─ Face to face interviews ─ Administered questionnaires ─ Consultation of internal and external documents related to the topic: government policies, newspapers, experts, etc.
  12. 12. Research design & methods Data analysis ─ “Ground theory” approach ─ Guided by the research questions ─ Identification, drawing, conceptualization of each information towards answering the research question ─ Phenomena of similarity grouped into conceptual labels ─ And then in turn categorized accordingly
  13. 13. Findings Current marketing practices in use at the Hôpital la Croix du Sud – Word-of-mouth marketing – Public relations and partnership – Customer care services – Advertising Challenges – High cost media channels with limited reach and audience – Local cultural conceptions: marketing medical services is unethical and inappropriate, against the morale – Code of law on publicity and information of health care services unclear on what is legal and illegal
  14. 14. Findings • Hospital management is aware that marketing is instrumental in creating value for its customers and building strong customer relationships • Adopted some comprehensive marketing initiatives and activities: – Strengthening its public relations – Customer care services with the company’s motto “Excellence in Health Care” – Adopted the implementation of the Ministry of Health customer care norms
  15. 15. Conclusion and recommendations Conclusion • Health care marketing at embryonic stage • Customer-driven and oriented business strategy focusing on two main marketing strategies: public relations and customer care services • Challenges and problems in a market dominated by the public health facilities • Regulation and legislation on health care marketing not yet established.
  16. 16. Conclusion and recommendations Recommendations In light of marketing practices and challenges above, we recommend: • Design a legal and regulative framework on health care marketing in Rwanda • Establish a marketing department with staff trained in formal marketing management • The hospital to implement a market-oriented strategy • Further research on marketing for better understanding of the perception and acceptability of marketing practices from the consumers and providers’ perspectives;
  17. 17. Thank you for your kind attention

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