Tips On Marketing of Health care services

1. Dr.Shirish Kumthekar.
Surgeon Oncologist Solapur.

2. What Is Marketing?
 Marketing is communicating the value of a
product, service or brand to customers, for
the purpose of promoting or selling that
product, service, or brand.
 Marketing blends art and applied science
(such as behavioural sciences) and makes
use of information technology

3. What is Marketing…..
In simple words …it’s a science and
art of promoting the sale of your
goods, services etc….with the sole
purpose of creating Brand identity
,increasing the client base, & most
importantly increasing the
profitability.

4. Is Marketing Necessary for
Hospitals!

5. Why Marketing……….?
 Hospital is a Health care delivery service provider.
 It offers curative / Palliative /Preventive Health
services as its product.
 Our clients are the patients who seek treatment .
 Our Patients (Clients) choose the Hospital/Doctor.
 These Patients Pay for the service directly/indirectly.
 We as Hospital owners “Earn” the money from them.
 Its obvious that our clients must know ,,who we are?
What we offer ? At what cost we offer?

6. Why Marketing Of Hospitals ?
 Marketing in today's Competitive world is an essential
activity to answer all the questions of ….
 1. Who we are?
 2.What we Offer ?
 &
 3. At what Cost we are offering these services?
 What is the “ USP “ of the Hospital?
 The End Result of all Marketing Activities is to make
our Hospital a profitable & successful venture.

7. 6 “ P” of Marketing .
 1. Product.
 2.Positioning.
 3.Pricing
 4.Promotion.
 In a service like Medical profession there are two
additional “P” required to be considered…..
 5. People.
 6.Presentation.

8. The First “P” = you & specialty.
 1.You.
 2.Your Specialty./ Degree etc.
 3.The services you are offering.
 Your marketing begins with YOU!
 The way you look, your dress, your speech/
communication.
 Discipline, (Time and Availability)
 The Clinic/Hospital building.
 Other many allied things..stationary, Car, etc.

9. The second “P” = positioning.
 How you present yourself in Practice?
 1.A General Practitioner/Family Physician.?
 2. A Specialist.?
 3. A Super specialist.?
 What “Pathy” you are practicing?
 Your Clinic= only O.P.D. / Day care?
 Your Hospital = General/ Specialty / Multispecialty.?
 The look of your Hospital?
 The area / community you are serving?

10. The Third “P” = Pricing!
 The most crucial factor in Marketing …….
 Are your services Affordable & justifiable……..
 Are you giving Value for money.
 Are you at par …….
 Pricing of your services depends on a number of
factors………..

11. The fourth “P” = Promotion.
 This is the most important activity in marketing..
 1. Advertising your services………!
 What about ethical guidelines….??????
 Subtle & aggressive = Push / Pull marketing.
 Word of mouth = from patient to patient.
 Diagnostic Camps ?
 Local media Publicity.
 Paper publicity.
 Sign boards.

12. Promotion…….
 Arranging Seminars, Discussions & Conferences.
 Visits to peripheral areas.
 Social participation.
 Class practice or Mass practice ?
 Appointing P.R.O.
 Creating a network of Referral colleagues.
 Offering Incentives to Patients And colleagues.

13. The fifth “P” = People
 The Patients….with whom you deal.
 The people with you …the nursing /paramedic and the
allied staff.
 The people around you… your colleagues and
community.

14. The sixth “P” … Presentation.
 You.
 Your clinic/Hospital.
 Your people.
 Your papers.

15. To Summarize…….
 Marketing you & your Services is an integral part of
our profession.
 Without active marketing efforts, successful practice
can not be achieved.
 Marketing will have to be a planned activity.
 You have to spend money to do marketing.
 Marketing is a persistent & consistent activity.
 You will have to design your own model.
 You may seek help from professionals .

16. Thank You.