marketing of a diagnostic centre, medical lab, clinical lab


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

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marketing of a diagnostic centre, medical lab, clinical lab

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