3. 3Slide
1
It begins with the end.
Define the end objectives
Financial Objectives
Marketing Objectives
Patient Profile
Geographies
Specialties / Services
4. 4Slide
2
All patients are not the
same.
Understand the Decision Making Process
Income Segment
Level of Care
Degree of Urgency
5. 5Slide
3
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.
6. 6Slide
4
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.
10. 10Slide
5
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.
11. 11Slide
6
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
12. 12Slide
7
Finally, it is about what you
measure, and how.
Financial Objectives
Marketing Objectives
Customer Profile / Geographies / Specialties
Digital Marketing Metrics & Lead Management
Cycle
14. 14Slide
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
20. 20Slide
The logos of the third party companies are images in this document are the property of their respective
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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