1. PLANNING THE MARKETING OF A MULTI-CENTRIC
DIAGNOSTIC CENTRE

2. DIAGNOSTIC CENTRE
IMAGING
PATHOLOGY

Digital x ray
Complete Hemo-gram

Ortho-pantomogarm (OPG)
ESR

PET-CT/64 slice CT
Cardiac profile

MRI (3T)
Diabetic profile

Ultra-songraphy
liver profile

COLOUR DOPPLER
Renal profile

2-D ECHO
urine routine

DIGITAL MAMAMOGRAPHY
Stool routine

ECG/EEG

4. Post commissioning : Make a achievable and realistic plan
Commissioning
Pre commissioning
Planning stage :
Identify the markets
SWOT analysis

5. PLANNING STAGE: IDENTIFY MARKETS
Pune, Jaipur & Ahemdabad
MARKET
RESEARCH
Appoint a marketing
coordinator

6. MARKET RESEARCH.!!!!
Find
a gap in the market
Define
ideal customer
Research
SWOT
the competitors

7. VARIABLES:

Identify the demographic and economic trends in target area.

Population growth

Income levels

Average age

Occupation

Lifestyle

Number of hospitals and private practitioners

Competitor's analysis

Customer’s need analysis

Growth of other industries

Current insurance reimbursement rates

8. FIND
A GAP IN THE MARKET

lack of sophisticated diagnostic centre.

Few centre providing all services under one roof.

Shortage of staff

Technicians not trained enough

Customer survey shows the need of high tech
diagnostic centre at one place.

Lack of infrastructure

More waiting time

Delayed reports

9.  DEFINE
THE
IDEAL CUSTOMER(TARGET
CUSTOMERS
The time we spend on clearly defining the ideal customer is
never a waste.
Targeting:
 Patients referred from general practitioner
 Patients referred from the hospitals
 Patients directly coming to the centre
 Third party patients(insured)
 Corporate (regular check ups)
 Different age groups
 Middle and higher income class patients

10. TRY TO IDENTIFY CUSTOMERS’ MOTIVE:
WHY
YOU????
NEED
KNOWLEDGE
PREFRENCE
Quality services
Accurate results
Time saving
Affordable price
Benefits to insured patients
Better packages to company patients
JUSTIFY

11. RESEARCH

•
•
•
•
•
•
•
•
THE COMPETITORS:
Direct / Indirect
competitors
Equipments
Medical staff
Technicians
Value added services to
customers
Price structure
Packages offered
Company tie ups
Insurance company tie
ups
Create a rough guide
for each of your key competitors.
Set up a Google alert for each of your
competitors. Then we’ll get an email every
time they appear on the internet or they
update their website

12. SWOT ANALYSIS:
Strengths
Weakness
Edge over the competitors
Advance equipments (PET-CT,
3T MRI, Digital mamography)
All imaging and pathology services
under one roof
Good infrastructure and better
services
Opportunities
Technological advances
equipment upgrade
change in the insurance
reimbursement trends
shift in demographics
New in the market
seeking better corporate tie up
setting competitive prices.
Threats
Equipment breakdown
Cash flow
obsolete equipments
employee turnover

13. PRE-COMMISIONING STAGE:(6 MONTHS PRIOR TO
THE COMMISSIONING)

Recruitment of medical staff (Radiologist,sonologist),
technicians,Nurses,receptionist,supervisor,Housekeeping.

Proper training of the staff.

Set the prices of the services

Prepare the wellness packages

Create a survey to know the trend of referrals. The diagnostic centers where
physicians referring cases the most and reasons for the same.

Make aware the physicians , front staff of clinics ,hospitals ( Nurses and
support staff) of diagnostic centre by sharing the literature of diagnostic
centre with them.

Publicity campaign

14. 

Spread the awareness in the community.
Design an ADVERTISEMENT that sells.
Promote the benefits of diagnostic
centre ,not the features
Benefits are emotional/features are
factual
Features
Open bore
MRI(3T)
PET-CT
What is there for patients
????????
Benefits
•Improve patient
comfort
•Shorter image
time
•Clear image
quality

15. 
Use of various promotional material
1. Physician brochure highlighting the services
2. patients brochure/Direct mail pieces educating consumers
about specific radiology examinations
3. visiting cards ( Contact information, hours of operation and
direction to the centre.)

Print advertisement.

16. oCOMMISSIONING STAGE:(AT THE TIME OF
BEGINNING)
o
o
Make the inauguration a grand event with full media coverage
Promotional activities:
Advertisement- Simple, emotional ,memorable
slogan, make it everywhere.

17. o
Use of media and press release-
1.Advertisement in local and national newspaper,radio &tv station
2.Use the health care magazines and news paper to publish the articles about
the services and technology that you have.
3.Make them newsworthy by connecting with some local concern.eg Digital
mamography & Breast cancer
4.Invite reporters to the facility .(press conference)

Write Email newsletter to physician and customers

Offer preventive check up plans- Blood sugar test

Make people aware about sample collection at home.

Apply for the accreditation.

18. 
Create a web site:
User friendly & appealing
Create a logo
picture gallery
Updated
Locations
Details of services,packages,timings
Contact address and road map
Quick response to queries
Make the reports available online
feedback from patient
Add a blog to the site
Make yourself visible in top five results
keep the track of people visiting your website

19. POST COMMSIONING STAGE:
Be clear
about
goals
Make an
achievable
plan
Create a
through
long term
plan
Always
know what
we are
doing
Not all the
customers
are equal
Do not afraid
to adjust your
approach

20. long term: Achieve a break even point of the diagnostic centre in time
span of three years
short term: Increase the revenue 25% every year by increasing the
referrals.

Strategies:
•
Continue the advertisement

Compile a list of referrer including existing referral and physician
who are not referring to you.
Regular email newsletter to general practitioner and hospitals in

giving details of all services & unique selling proposition ,USP.
.

21. 
Face to face meetings with potential referrers( most effective referral
building tactics) and provide them the thorough
introduction of
diagnostic centre, including service line, clinical qualification, benefits
to patients.

Provide them information on insurance reimbursement and coverage

Leave the referral form there and direction to the centre.

Distribute other promotional material(Brochure etc.)

Incentives to the physician and hospital on referrals

By keeping the track on referrals made the source of maximum
referrals can be identified. Here we can categories our customers as.

22. Major customers- Preferential treatment and exceptional
service.(Corporate patients, insurance coverage)
Regular customers-Make sure they get the good service.
Ad-hoc customers-visit the centre every now and then, need not to
give special services
One off customer :Most unlikely to visit again
.

23. 
Have many corporate tie ups

Provide quick service and special facilities to corporate.

Better packages for corporate at competitive prices.

Continuous feed back from the customers and correct
the deficiencies.

Doctors should be keep updated new advancement at
the centre, and discounts and preventive check up
camps

24. 
Value added services to customers:

Make the registration procedure simple

Online registration

keep the waiting time minimum

Have a credit card and payment facility.

Female attendant to handle female
patients.

Air conditioned waiting lounge

Drinking water, washroom facility

25. 
Information desk to take the enquires

Arrangements for serious cases

Provisional reports(Via E-MAIL to doctors and patients)
so treatment can be started as early as possible

Attitude of the staff ,nurses and attendants

Small section for kids

Home sample collection

Snacks and breakfast
Viral Marketing