by Ratan Jalan https://www.mediumhealthcare.com/

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High-Impact
Marketing for
Healthcare
Businesses
Ratan Jalan
August 3, 2018

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It begins with the end.
Define the end objectives
 Financial Objectives
 Marketing Objectives
 Patient Profile
 Geographies
 Specialties / Services

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All patients are not the
same.
Understand the Decision Making Process
 Income Segment
 Level of Care
 Degree of Urgency

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There has to be a reason why
someone should prefer your
brand.
 Should be based on your in-depth understanding of
your strengths and the competitive landscape
 What you ‘claim’ should reflect on-ground reality
 It should be relevant, credible and more
importantly, sustainable
Cutting-edge technology, world-class physicians and tender loving
care may prove to be ineffective clichés.

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It is about a big idea, and its
creative translation.
 Focus on the ‘essence’. Avoid saying too much.
 It should be specific, credible, relevant, compelling
and engaging.
 There is so much scope to leverage emotional
outcome.
It is ironical that hospitals still chose to talk about 3 Tesla MRIs,
modular OTs or hotel-like ambience.

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But, marketing is a lot more
than just advertising.
 Significant scope to enhance Sales Force
Effectiveness
 Leverage PR
 Poor in-facility sales leads to high revenue leakage
 There is nothing like great patient experience
leading to word of mouth.

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Digital shouldn’t be an after-
thought.
 Understand Consumer Psyche.
 Invest in Content: Relevant, Comprehensible, Engaging
 Avoid getting trapped in short-term objectives
 Integrate with overall positioning and communication
strategy
 Strengthen in-house capabilities: response times, reviews,
lead management

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Finally, it is about what you
measure, and how.
 Financial Objectives
 Marketing Objectives
 Customer Profile / Geographies / Specialties
 Digital Marketing Metrics & Lead Management
Cycle

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A Couple of
Common
Questions

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Marketing for Small Towns, Small
Hospitals or Lower-Income
Segments
 Improved Engagement with Referring Physicians
 In-facility sales
 Digital : a phone can be the best media vehicle
 Finally, Patient Experience is a great opportunity

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Newer Trends
 Purpose-Led Marketing
 Marketing Point of View
 Influencer Marketing

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Questions?

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owners and are there for illustration purposes only.
Medium is a leading healthcare consulting firm driven by a single-minded focus to
make a significant and tangible impact in whatever we set out to do. Hence, we go
way beyond research, analysis or recommendations and play a pivotal role in helping
our clients execute various interventions.
We have executed over 30 Marketing & Sales engagements for leading hospitals
across the country. Our in-depth knowledge of the intricacies of decision making in
healthcare and also the nuances in communication strategy have helped us deliver
over 40% growth in annual revenue in most of the cases.
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