1. Very important topic
(Bangalore University, 2009, 2010, 2011)
MARKETING STRATEGIES OF HEALTH CARE SERVICES.
The “credence” factor plays a very important role in accessing health care
services. Even when use “search” criteria for a hospital, the “trust” factor, “
experience of other patients” “ feedback from friends” etc play a very very
important role in health care services.
The increasing penetration of health insurance is also contributing to
growth of health care services.
Give the meaning of health care services
Health care (or healthcare) is the diagnosis, treatment, and prevention
of disease, illness, injury, and other physical and mental impairments in
humans.
It refers to the work done in providing primary care, secondary care and
tertiary care, as well as in public health.
Health care systems are organizations established to meet the health
needs of target populations.
Understanding wellness
Wellness is a state of optimal well-being that is oriented toward
maximizing an individual’s potential. This is a life-long process of
moving towards enhancing your physical, intellectual, emotional, social,
spiritual, and environmental well-being.
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2. Marketing Strategy in Health Care / Wellness services
Introduction
· Revenue growth of wellness service / health care facility is important.
· Costs are rising
· Profitability important
· Sound Product Strategy
· Differentiation
· Proper pricing strategy
· Appropriate cost of services
· Identification of core target audience
· Proper location is important - how accessible is the health care
service.
Marketing Strategies are :
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3. · Apply segmentation, targeting and positioning (STP)
· Use personal selling promotion tools like publicity, word-of-mouth
· Improve public relations.
· Create a unique brand identity
· Appropriate pricing strategy
· Communication targeted at patient’s needs
· Usage of interactive marketing media (“DELIVER PROMISE”)
· Advertising
· CRM
· Discover meaningful and reliable customer insights by way of market
research and survey – understand consumer behavior.
· Suitable differentiation in service
· A well laid out positioning strategy
· Innovate
· Reposition and Rebrand services to maintain a continuous dialog with
the customer.
Market Segmentation, Positioning & Branding
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4. An effective Product Management Strategy ensures that
· constant focus on developing new products or services,
· attract a new set of customers
· offer better values to existing customers.
How can marketing communication deliver results
· Identify and understand target audience, psyche and current
behavior.
· Develop an appropriate communication strategy
· Use social media networks to reach out to customers
· Organize events, conferences, blood donation drives, free health
check up camps
· Maximize performance of sales teams.
· Use technology
· Closer integration between sales and marketing
· Use Public Relations to create brand image and build credibility.
· Engage with media on a pro-active basis.
Apply the 8Ps of Service Marketing effectively.
Reliance Retail launched its wellness format, a ‘one-stop-shop’ for all
health and wellness needs in 2007.
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5. As it did in other retail formats, Reliance has come out with a very
attractive interior design,
The Wellness outlet has 5,000 products in different categories, including
general nutrition, sports nutrition, skin and personal care, books, music
and pharmaceuticals.
Besides, it houses an optical shop backed by a qualified ophthalmologist
to test and prescribe lenses. The store, which comprises a pharmacy,
offers medicines and remedies in allopathic, ayurvedic and homeo
medical systems.
To attract customers, it introduces a ‘Medical Compliance Program’ for
customers who are on long-term medication. “They would get reminders
and alerts on the use and replenishments, if any,” a company executive
said.
Health insurance
Some of the freebies include a free health insurance cover under
Reliance One, the customer loyalty programme. Reliance Retail has tied
up with ICICI Lombard General Insurance Company to offer group
personal accident insurance policy.
“If a customer buys products worth Rs 3,000 in the first three months, he
would get a cashless hospitalization benefit up to Rs 25,000. If he
purchases an additional Rs 5,000 worth products in the 4-6 months
period, the cover goes up to Rs 50,000,” the executive said.
Reliance exited out of this business in 2008-09.
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6. As it did in other retail formats, Reliance has come out with a very
attractive interior design,
The Wellness outlet has 5,000 products in different categories, including
general nutrition, sports nutrition, skin and personal care, books, music
and pharmaceuticals.
Besides, it houses an optical shop backed by a qualified ophthalmologist
to test and prescribe lenses. The store, which comprises a pharmacy,
offers medicines and remedies in allopathic, ayurvedic and homeo
medical systems.
To attract customers, it introduces a ‘Medical Compliance Program’ for
customers who are on long-term medication. “They would get reminders
and alerts on the use and replenishments, if any,” a company executive
said.
Health insurance
Some of the freebies include a free health insurance cover under
Reliance One, the customer loyalty programme. Reliance Retail has tied
up with ICICI Lombard General Insurance Company to offer group
personal accident insurance policy.
“If a customer buys products worth Rs 3,000 in the first three months, he
would get a cashless hospitalization benefit up to Rs 25,000. If he
purchases an additional Rs 5,000 worth products in the 4-6 months
period, the cover goes up to Rs 50,000,” the executive said.
Reliance exited out of this business in 2008-09.
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