In recent times Marketing Management is becoming more challenging and highly expensive. Organizations are realizing that internal resources are not enough to produce measurable results in a consistent manner. They face hardcore challenges in standardization and corporatization. The bare minimum fact in an Organization is that they are unable to fix the GAP between Operations and Marketing. Optimize offers to undertake areas of challenges in an Organization and help Organizations to get optimized results even with minimal resources. Resources need to be optimized and not just utilized, and we empower you to achieve those results.

1. Healthcare Marketing
– The Optimization Scenario
24th August, 2013
by Nirmala
Marketing Management | Brand Management | Retail management | Arts Management | Translation Services |
Email: nirmala.brandconsultant@gmail.com

2.  Healthcare business is the world’s largest after
Retailing.
 Healthcare expenditure in Asia-Pacific (APAC) is
anticipated to increase by 75 percent by 2015. This
is expected to be 33.1 percent by 2015 in the Global
Market.
 The Indian healthcare industry, was valued at US$ 79
billion in 2012, and is expected to reach US $160
billion by 2017.
 It is estimated that for every 1,000 individuals, there
are only 6.8 healthcare workers in APAC when
compared to Europe and America, with 18.9 and
24.8 workers in 2010, respectively.
Emerging Trends in Healthcare

3.  Potential Healthcare industry is the world's largest industry with
total revenues of approx US$ 2.8 Trillion.
 In India as well, Healthcare has emerged as one of the largest
service sectors with estimated revenue of around $ 30 billion
constituting 5% of GDP and offering employment to around 4
million people.
 By 2025, Indian population will reach 1.4 billion with about 45%
constituting urban adult (15 years+).
 To cater to this demographic change, the healthcare sector will
have to be about $100 billion in size contributing nearly 8 to 10%
of the then GDP.
Emerging Trends in Healthcare

4.  The growth of the Indian healthcare sector is further
driven by the 300 million strong middle class
population with significant disposable income, which is
likely to demand superior healthcare services.
 Availability of new media and technologies which
helps in Targeted Group Marketing.
 There is a huge potential for day care surgeries. Almost
60% of all surgeries can be done in day care mode.
 Interestingly, traditional medicine system is an
important segment of India’s healthcare industry.
 Popular indigenous healthcare traditions such as
Ayurveda and Unani, has been gaining prominence.
Opportunities in Healthcare Marketing

5.  India is the most competitive destination with advantages of lower cost
and sophisticated treatments.
 Due to such promising factors, the medical tourism has great potential in
the country.
 Favorable demographic virtues offer an attractive market for healthcare
providers and investors in India.
 In the recent past, there has been an increase in foreign investment
inflows and private equity deals in the industry’s various segments.
 Opportunities According to Investment Commission of India, the sector
has witnessed a phenomenal expansion in the last 4 years growing at
over 12% per annum.
 As per a recent CII-McKinsey report, the growth of this sector can
contribute to 6-7% of GDP and increase employment by at least 2.5
million by 2012 (current being 5% )
Opportunities in Healthcare Marketing

6. Healthcare Industry
Sector
Hospital
Diagnostics
Medical devices
Medical Equipment
Medical Infra Structure
Clinical trials
outrsourcing
telemedicine
health insurance

7. Some Basics
What is
Marketing

8. Some Basics
The American Association of
Marketing defines marketing as,
‘Marketing is the process of
planning and executing the
conception, pricing, promotion
and distribution of ideas, goods
and services to create exchanges
that satisfy individual’s and
company’s goals.’
.

9. Some Basics

10. In Simple Terms
Marketing is about
creating a
DEMAND
for your Product
or your Service

11. The Optimization Scenario
Marketing is about gathering and Optimizing
the resources of an organization so as to meet
the needs of its customers.

12. The Optimization Scenario
In the Optimization
Scenario – marketing is no
more a single person’s
(single department) job. In
an organization it is
everybody’s business

13. Industry Classification

14. Need of the hour
The Bare Minimum Fact – Conflict
between Operations vs Marketing
– the blame game
And the Optimization Scenario is
about Integrating Marketing and
Operations.
Orient each and every one in your
organization to be a CUSTOMER.
Operations
Marketing

15. Few Examples
Case 1: Marketing Team places
an advertisement which promises
less waiting time, but when a
customer walked in - it took 20
minutes for him / her to meet the
doctor. Now whose fault is it?
Marketing or Operations?

16. Few Examples
Case 2: The company boasts of
high standards and quality. A
customer walks in and finds dusts
every where, cotton wastes etc.
What happens here?

17. Few Examples
Case 3: Marketing runs an offer
ad.
Marketing team had informed the
operations head about this offer 3
days before.
Telephone Operator receives a
call asking about the offer. She
replies that ‘currently no offer is
running’.
Whose fault is this?

18. Few Examples
Sales dropped by 10% this month.
Marketing wants to run a BTL campaign .
Finance says no budget.
The front office staff keeps complaining that
Customers are complaining about lack of
visibility and the marketing is not placing a
board in that road corner.
Marketing says finance has not approved
the budget. Finance says management /
board has not approved the budget
Why does such a situation arise?

19. Ready to made Solutions
Ask marketing to inform about their
campaigns well in advance.
Establish a proper contact and
communication matrix.
Ask the marketing to take budget approvals
with finance every time they plan a campaign.
Best thing is to let operations run the
business, no no finance should run the
business, no no marketing should run the
business…. No no its TEAM work

20. Newer Approach
If its about team work, Team work is working together as a group (not as
separate groups) toward a common goal. To achieve this
A great deal of optimization and change management is necessary.
 Open your eyes to - Marketing Operations – most effective discipline in
Corporate Marketing.
 Reinforce your Marketing with process, technology, metrics, best
practices and most importantly your people.
 Run the marketing function as a fully accountable business by
empowering marketing to lead.
 Marketing is responsible for demand generation
 Marketing operations is about performance, financial management,
strategic planning, marketing resource, skills assessment and
management.

21. Newer Approach
Have an annual Marketing Plan fed by functional plans that include
goals, objectives, strategies, measures, and tactics.
All functions require input from senior management on the
company’s goals , Strategic approach and budgets.
This Marketing Plan should be made Top to Bottom, Bottom to Top
and combination of both.
Orient each and every employee about the goals, objectives,
strategies, measures, and tactics.
Have a Marketing Orientation program for each and every employee
(apart from the H.R’s Organization Orientation)

22. Newer Approach
Each and every employee should be oriented towards the
timeline for a marketing activity, the process and the life
cycle of the different activities involved in a marketing
campaign.
Set your goals, Set your process, get everybody speak the
same language.
Internal Marketing is more important than external
marketing.

23. The Program
Service Audit
GAP Analysis &
Strategizing
Phase-wise
implementation
Continuous
Evaluation and
Analysis
Standardization Re-inforcement

24. Service Audit
Reporting
Feedback
Analysis
SWOT
Analysi
s

25. GAP Analysis & Strategizing
Department-
wise
discussions
Expectations
& Lacunae
Feedback
Analysis
Strategic
Planning
Reporting

26. Phase-wise Implementation
Reporting
Monthly Evaluation
Training
Orientation
Feedback Analysis

27. Continuous Evaluation & Analysis
MIS &
Analysis
Enhancements
Quarterly
Reviews
Reporting

28. Standardization
Manual
C.R.M
Integration
Reports &
Formats

29. Re-inforcement
Internal External

30. http://www.youtube.com/watch?v=ZQzsQkMFgHE

31. Marketing in the Digital age
 If you are not online, then you are not on
customers mind.
Kodak’s failure story:
Kodak thought that its new digital technology would
cannibalize its film business. Sony and Canon saw an
opening and charged ahead with their digital cameras.
When Kodak decided to get in the game it was too
late. The company saw its market share decline, as
digital imaging became dominant.
This blind faith in marketing’s ability to overcome the
threat from the new technology proved fatal. Kodak
failed to adapt to a new marketplace and new
consumer attitudes.

32.  Marketing is not the art of selling products, as
Kodak thought. It is that your brand becomes a
trusted Partner by offering Customer delight.
 You got to be relevant and be in the top of the mind
of a customer.
 Digital adaptation is much more than presence, it
builds relationship. It keeps the customer engaged.

33. Summary
 Due to the lower cost of procedures, India has become an
attractive destination for medical tourism, and a base for
clinical trials.
 The challenges that India Healthcare faces on its way up are
optimal utilization of resources, minimizing operational costs,
maximizing performance and efficiency and scaling of business
to the rapidly evolving technology.
 The need is driven by globalization, the accelerating pace of
technological change, minimal resources and so many other
factors.
 first define your optimization objectives, such as maximizing
profit, revenue or response rate, or minimizing total marketing
cost.

34. Marketing Management | Brand Management | Retail management | Arts Management | Translation Services
Email: nirmala.brandconsultant@gmail.com
Take home message
Treat your Business Processes as assets and that will directly
improve enterprise performance

35. Marketing Management | Brand Management | Retail management | Arts Management | Translation Services
| Email: nirmala.brandconsultant@gmail.com
Summary
Thank You