Today’s healthcare market provides ample challenges for businesses: increasing competition and commoditization, significant merger and acquisition (M&A) activity, and uncertainty with regulatory and government oversight. Healthcare companies have more than doctors to win over — they have to reach patients, providers, and payers too. The pressure is not on companies to perform — it’s on the brands.
In B Grade and C Grade cities of India, Hospital Marketing is not a recognized branch but it plays a very important role. Here is a guide for Hospital Marketing with basic knowledge. Hope you all will be in gain of something from my efforts.
For more information and updates join me and contact me directly. Credit for guidance goes to my mentor and guide Mr. Manish Kumar Vaishnav Sir, Slide Background taken from fppt.com other sources are collected from Google and Wikipedia.
These facts are only for the presentation and basic ideas of Hospital Marketing in B and C grade cities,no elaborated and complete information is shared here, any mismatch in information will be consider for the change, your valuable feedback's and suggestions are cordially invited, for complete information contact me directly. Market Research | Analysis | Strategy Building | Budgeting| Recruitment | Costing | All other Hospital Marketing Aspects
Our corporate marketing services help you on a per project basis so that you can keep your overhead low while maintaining your presence in the market place. For More Visit - http://marketing.clicksbazaar.com/corporate-marketing/
As a hospital administrator has to carry out management functions of planning, organizing, staffing, directing, controlling and coordinating.
Health care management is usually studied through healthcare administration[6] or healthcare management[7] programs in a business school or, in some institutions, in a school of public health
In B Grade and C Grade cities of India, Hospital Marketing is not a recognized branch but it plays a very important role. Here is a guide for Hospital Marketing with basic knowledge. Hope you all will be in gain of something from my efforts.
For more information and updates join me and contact me directly. Credit for guidance goes to my mentor and guide Mr. Manish Kumar Vaishnav Sir, Slide Background taken from fppt.com other sources are collected from Google and Wikipedia.
These facts are only for the presentation and basic ideas of Hospital Marketing in B and C grade cities,no elaborated and complete information is shared here, any mismatch in information will be consider for the change, your valuable feedback's and suggestions are cordially invited, for complete information contact me directly. Market Research | Analysis | Strategy Building | Budgeting| Recruitment | Costing | All other Hospital Marketing Aspects
Our corporate marketing services help you on a per project basis so that you can keep your overhead low while maintaining your presence in the market place. For More Visit - http://marketing.clicksbazaar.com/corporate-marketing/
As a hospital administrator has to carry out management functions of planning, organizing, staffing, directing, controlling and coordinating.
Health care management is usually studied through healthcare administration[6] or healthcare management[7] programs in a business school or, in some institutions, in a school of public health
Hospital marketing -Multi specilality hospital By Dr Kavita Soni Dr.Kavita Soni
Hospital Marketing has been viewed from a different perspective these days.It has become a major tool for business development in health care sector.The only challenge to incorporate and customize the core marketing concept to go well with hospital setting
THIS PRESENTATION TALKS ABOUT THE KEY ELEMENTS REQUIRED FOR A HOSPITAL MARKETING PLAN. THIS CAN BE USED AS A REFERENCE FOR OTHER SERVICE MARKETING INDUSRTIES.
THANKS
REYAZ K SIDDIQUI
The slide is all about Healthcare Marketing. How you can develop marketing strategies in healthcare market.
Healthcare is booming industry & in accordance with marketing concepts it is very necessary to do marketing of services.
OPD is the mirror of the hospital, which reflects the functioning of the hospital being the first point of contact between the patient and the hospital staff.
Patients visit the OPD for various purposes, like consultation, day care treatment, investigation, referral, admission and post discharge follow up. Not only for treatment but also for preventing and promotive services like, health check up, Immunisation, Physio-therapy and so on.
Definition of Hospital by W.H.O.
History Of Hospital Development.
Factors Responsible For Development Of Hospitals.
Classification of Hospitals.
Function Of Hospitals.
Factor Affecting Distribution Of Beds.
Factors Influencing Hospital Utilization.
Administration.
Role of Administrator.
Management.
Scaler Principle.
Person reporting directly to Administrator.
Hospital Marketing - Messaging Trends- new era of branding and marketing acti...connectingdots
Emergence of medical marketing consultants, MBA courses in hospital management, the beginning of regular advertising campaigns are all heralding a new era of branding and marketing activities from the hospitals themselves.
In this article we aim to explore some of the ‘claims, RTBs (reasons to believe) that hospitals are using in their adverts to market themselves.
Emerging Trends in Healthcare InnovationGokul Alex
A Point of View on Applying Innovation Incubation and Ecosystem Development to build a business innovation ecosystem in Healthcare sector with specific focus on Service Design and Service Innovation
Hospital marketing -Multi specilality hospital By Dr Kavita Soni Dr.Kavita Soni
Hospital Marketing has been viewed from a different perspective these days.It has become a major tool for business development in health care sector.The only challenge to incorporate and customize the core marketing concept to go well with hospital setting
THIS PRESENTATION TALKS ABOUT THE KEY ELEMENTS REQUIRED FOR A HOSPITAL MARKETING PLAN. THIS CAN BE USED AS A REFERENCE FOR OTHER SERVICE MARKETING INDUSRTIES.
THANKS
REYAZ K SIDDIQUI
The slide is all about Healthcare Marketing. How you can develop marketing strategies in healthcare market.
Healthcare is booming industry & in accordance with marketing concepts it is very necessary to do marketing of services.
OPD is the mirror of the hospital, which reflects the functioning of the hospital being the first point of contact between the patient and the hospital staff.
Patients visit the OPD for various purposes, like consultation, day care treatment, investigation, referral, admission and post discharge follow up. Not only for treatment but also for preventing and promotive services like, health check up, Immunisation, Physio-therapy and so on.
Definition of Hospital by W.H.O.
History Of Hospital Development.
Factors Responsible For Development Of Hospitals.
Classification of Hospitals.
Function Of Hospitals.
Factor Affecting Distribution Of Beds.
Factors Influencing Hospital Utilization.
Administration.
Role of Administrator.
Management.
Scaler Principle.
Person reporting directly to Administrator.
Hospital Marketing - Messaging Trends- new era of branding and marketing acti...connectingdots
Emergence of medical marketing consultants, MBA courses in hospital management, the beginning of regular advertising campaigns are all heralding a new era of branding and marketing activities from the hospitals themselves.
In this article we aim to explore some of the ‘claims, RTBs (reasons to believe) that hospitals are using in their adverts to market themselves.
Emerging Trends in Healthcare InnovationGokul Alex
A Point of View on Applying Innovation Incubation and Ecosystem Development to build a business innovation ecosystem in Healthcare sector with specific focus on Service Design and Service Innovation
Presentation summary from Canon for Business Information at Work 2014 event: The Healthcare sector is under significant pressure; patients demand greater personalisation and better integration across healthcare providers, whilst budgets are being cut. The explosion of patient data and information is the sector’s biggest opportunity and its biggest challenge is to deliver improved patient outcomes more efficiently and securely.
Healthcare in future will not be like today. The changes are dramatic and paradigmatic. In this presentation we will see some the mega trends influencing this field. Future Trends, Population Increase, Aging, Urbanization, Individualization and health awareness, Consumerism, Shifting Economy, Technological Progress, Climate Change and Environmental Pollution, Shifting Disease Patterns, lifestyle diseases, high-calorie diet, physical inactivity and higher levels of stress, Decline in muscular, skeletal and infectious diseases, Better-informed Patients, Decline in information asymmetry, Internet, Social Networks, Self care, home care, self-medication, New Health Markets, Pharma, economy, pharmerging countries, Growing Competition, Brand, Generic, Innovative, HighTech, Increasing Cost Pressure, Aging, Better Access, Complex Supply Chains, R&D outsourcing, Complex Products, supply chains, Product Development, Innovation, Pharmacogenomics, Therapeutic Vaccines, Regenerative medicine, 3D Printing, Robot-assisted surgeries, Mobile health,Tele-medical applications, Direct-to-consumer (DTC ) distribution, Direct-to-consumer (DTC ) advertisement, OTC Growth, home delivery, prescription drugs,
Can new technologies like artificial intelligence, wearables and digital therapeutics transform healthcare? Rapid changes in new technology show promise to move healthcare forward and improve efficiency.
Healthcare Marketing and Digital Trends for 2017Geonetric
Last year’s predictions included consumerism and transparency. What’s in store for 2017? Get ready with a high-level look at the trends that will directly impact healthcare marketing in 2017.
Spotlight On... The Pharma Customer ExperienceCOUCH Health
In this edition, we’re shining our spotlight on the pharma customer experience. We discuss what customer experience really means in pharma, how it’s developing, who your audience is and why measuring emotion is vital.
Read online or download your free copy now! Then be sure to get in touch with us with any feedback or insights you have too – we’d love to continue the discussion…
AMA Houston Healthcare SIG: Health Reform and Brand ManagementEndeavor Management
John McKeever recently spoke to the AMA Houston's Healthcare Special Interest Group (SIG) and shared how to effectively manage one's brand while navigating health reform.
Using Business Propaganda in the Right Way_ A Guide to Ethical and Effective ...Stephen Taylor Propaganda
In the world of business, effective communication is key to success. Companies often employ various strategies to shape public perception and promote their products or services. One such strategy is business propaganda, which involves the use of persuasive communication techniques to influence consumers and stakeholders.
Trajectory NOW & NEXT: Ten consumer trends that will impact all marketers, an...Eric Brody
This semi-annual report highlights ten consumer trends which we believe will have a lasting impact on how consumers will be interacting with brands. While all brand marketers will benefit from this report, it has a particular slant towards healthcare marketers and health and wellness marketers.
Essential Tips for Marketing Your Critical Care PCD Pharma FranchiseNyx pharmaceuticals
In this presentation we have discussed the “Essential Tips for Marketing Your Critical Care PCD Pharma Franchise”. Success in the competitive healthcare market requires strategic branding, targeted outreach, compliance, and customer trust. Learn how to navigate these key aspects and maximize your franchise's growth potential. Elevate your critical care pharma business with our expert insights.
Suzanne Hendery Branding Case Study for Renown Health.pptxSuzanne Hendery
In this case study, Suzanne Hendery of Renown Health and Cristal Herrera of Renown Health identify the steps for a successful branding strategy and customer engagement.
UBC Phar400 Marketing Pharmacy Professional Services-25Oct2013Gerry Spitzner
Presented to 4th year Pharmacy students at UBC Pharmaceutical Sciences in the Phar400 Pharmacy Business Management course.
As part of the curriculum students are required to work in teams to create a new sustainable professional clinical service supported by a business plan. At the end of the semester the teams present in a "pitch" to classmates and a panel of judges. Winners are determined by their peers.
In this fourth presentation of the semester we focus on Marketing healthcare professional services. We define marketing and explain how the marketing concept applies to marketing professional services.
Learning objectives:
>Brand and Branding
>Marketing 101
>Managing the Marketing Mix
>Marketing Pharmacy Professional Services
Presentation to 4th year students at UBC Pharmacy in the Phar400 Pharmacy Business Management course. Introduction of basic marketing concepts and how they relate to marketing professional patient services beyond dispensing.
CONSUMERISM IN HEALTHCARE - ALIGNING YOUR BRAND TO CONSUMER PREFERENCESMaria K Todd MHA PhD
In this one-day masterclass workshop, Dr Maria Todd explains the myths and realities of healthcare consumerism in a "rubber-meets-the-road" training course designed for hospitals and health systems.
For hospitals interested in attracting local and regional consumers, Dr Todd explains how to create and implement new strategies for consumerism in healthcare. There’s lots more to consumerism that redefining patient financial communications. You won’t need to worry about increasing collections and improving financial communications if the consumers don’t buy what your selling. And you won’t have to worry about technology integrations if the appointment book is blank.
Learn what it takes to get them to choose you and become brand loyal customers. Then you can address billing and collections and advances in medical technologies and wearables. Otherwise, you may be preparing your Warn Act compliance notices instead.
ICH Guidelines for Pharmacovigilance.pdfNEHA GUPTA
The "ICH Guidelines for Pharmacovigilance" PDF provides a comprehensive overview of the International Council for Harmonisation of Technical Requirements for Pharmaceuticals for Human Use (ICH) guidelines related to pharmacovigilance. These guidelines aim to ensure that drugs are safe and effective for patients by monitoring and assessing adverse effects, ensuring proper reporting systems, and improving risk management practices. The document is essential for professionals in the pharmaceutical industry, regulatory authorities, and healthcare providers, offering detailed procedures and standards for pharmacovigilance activities to enhance drug safety and protect public health.
The Importance of Community Nursing Care.pdfAD Healthcare
NDIS and Community 24/7 Nursing Care is a specific type of support that may be provided under the NDIS for individuals with complex medical needs who require ongoing nursing care in a community setting, such as their home or a supported accommodation facility.
Health Education on prevention of hypertensionRadhika kulvi
Hypertension is a chronic condition of concern due to its role in the causation of coronary heart diseases. Hypertension is a worldwide epidemic and important risk factor for coronary artery disease, stroke and renal diseases. Blood pressure is the force exerted by the blood against the walls of the blood vessels and is sufficient to maintain tissue perfusion during activity and rest. Hypertension is sustained elevation of BP. In adults, HTN exists when systolic blood pressure is equal to or greater than 140mmHg or diastolic BP is equal to or greater than 90mmHg. The
One of the most developed cities of India, the city of Chennai is the capital of Tamilnadu and many people from different parts of India come here to earn their bread and butter. Being a metropolitan, the city is filled with towering building and beaches but the sad part as with almost every Indian city
How many patients does case series should have In comparison to case reports.pdfpubrica101
Pubrica’s team of researchers and writers create scientific and medical research articles, which may be important resources for authors and practitioners. Pubrica medical writers assist you in creating and revising the introduction by alerting the reader to gaps in the chosen study subject. Our professionals understand the order in which the hypothesis topic is followed by the broad subject, the issue, and the backdrop.
https://pubrica.com/academy/case-study-or-series/how-many-patients-does-case-series-should-have-in-comparison-to-case-reports/
India Clinical Trials Market: Industry Size and Growth Trends [2030] Analyzed...Kumar Satyam
According to TechSci Research report, "India Clinical Trials Market- By Region, Competition, Forecast & Opportunities, 2030F," the India Clinical Trials Market was valued at USD 2.05 billion in 2024 and is projected to grow at a compound annual growth rate (CAGR) of 8.64% through 2030. The market is driven by a variety of factors, making India an attractive destination for pharmaceutical companies and researchers. India's vast and diverse patient population, cost-effective operational environment, and a large pool of skilled medical professionals contribute significantly to the market's growth. Additionally, increasing government support in streamlining regulations and the growing prevalence of lifestyle diseases further propel the clinical trials market.
Growing Prevalence of Lifestyle Diseases
The rising incidence of lifestyle diseases such as diabetes, cardiovascular diseases, and cancer is a major trend driving the clinical trials market in India. These conditions necessitate the development and testing of new treatment methods, creating a robust demand for clinical trials. The increasing burden of these diseases highlights the need for innovative therapies and underscores the importance of India as a key player in global clinical research.
Antibiotic Stewardship by Anushri Srivastava.pptxAnushriSrivastav
Stewardship is the act of taking good care of something.
Antimicrobial stewardship is a coordinated program that promotes the appropriate use of antimicrobials (including antibiotics), improves patient outcomes, reduces microbial resistance, and decreases the spread of infections caused by multidrug-resistant organisms.
WHO launched the Global Antimicrobial Resistance and Use Surveillance System (GLASS) in 2015 to fill knowledge gaps and inform strategies at all levels.
ACCORDING TO apic.org,
Antimicrobial stewardship is a coordinated program that promotes the appropriate use of antimicrobials (including antibiotics), improves patient outcomes, reduces microbial resistance, and decreases the spread of infections caused by multidrug-resistant organisms.
ACCORDING TO pewtrusts.org,
Antibiotic stewardship refers to efforts in doctors’ offices, hospitals, long term care facilities, and other health care settings to ensure that antibiotics are used only when necessary and appropriate
According to WHO,
Antimicrobial stewardship is a systematic approach to educate and support health care professionals to follow evidence-based guidelines for prescribing and administering antimicrobials
In 1996, John McGowan and Dale Gerding first applied the term antimicrobial stewardship, where they suggested a causal association between antimicrobial agent use and resistance. They also focused on the urgency of large-scale controlled trials of antimicrobial-use regulation employing sophisticated epidemiologic methods, molecular typing, and precise resistance mechanism analysis.
Antimicrobial Stewardship(AMS) refers to the optimal selection, dosing, and duration of antimicrobial treatment resulting in the best clinical outcome with minimal side effects to the patients and minimal impact on subsequent resistance.
According to the 2019 report, in the US, more than 2.8 million antibiotic-resistant infections occur each year, and more than 35000 people die. In addition to this, it also mentioned that 223,900 cases of Clostridoides difficile occurred in 2017, of which 12800 people died. The report did not include viruses or parasites
VISION
Being proactive
Supporting optimal animal and human health
Exploring ways to reduce overall use of antimicrobials
Using the drugs that prevent and treat disease by killing microscopic organisms in a responsible way
GOAL
to prevent the generation and spread of antimicrobial resistance (AMR). Doing so will preserve the effectiveness of these drugs in animals and humans for years to come.
being to preserve human and animal health and the effectiveness of antimicrobial medications.
to implement a multidisciplinary approach in assembling a stewardship team to include an infectious disease physician, a clinical pharmacist with infectious diseases training, infection preventionist, and a close collaboration with the staff in the clinical microbiology laboratory
to prevent antimicrobial overuse, misuse and abuse.
to minimize the developme
CHAPTER 1 SEMESTER V PREVENTIVE-PEDIATRICS.pdfSachin Sharma
This content provides an overview of preventive pediatrics. It defines preventive pediatrics as preventing disease and promoting children's physical, mental, and social well-being to achieve positive health. It discusses antenatal, postnatal, and social preventive pediatrics. It also covers various child health programs like immunization, breastfeeding, ICDS, and the roles of organizations like WHO, UNICEF, and nurses in preventive pediatrics.
CRISPR-Cas9, a revolutionary gene-editing tool, holds immense potential to reshape medicine, agriculture, and our understanding of life. But like any powerful tool, it comes with ethical considerations.
Unveiling CRISPR: This naturally occurring bacterial defense system (crRNA & Cas9 protein) fights viruses. Scientists repurposed it for precise gene editing (correction, deletion, insertion) by targeting specific DNA sequences.
The Promise: CRISPR offers exciting possibilities:
Gene Therapy: Correcting genetic diseases like cystic fibrosis.
Agriculture: Engineering crops resistant to pests and harsh environments.
Research: Studying gene function to unlock new knowledge.
The Peril: Ethical concerns demand attention:
Off-target Effects: Unintended DNA edits can have unforeseen consequences.
Eugenics: Misusing CRISPR for designer babies raises social and ethical questions.
Equity: High costs could limit access to this potentially life-saving technology.
The Path Forward: Responsible development is crucial:
International Collaboration: Clear guidelines are needed for research and human trials.
Public Education: Open discussions ensure informed decisions about CRISPR.
Prioritize Safety and Ethics: Safety and ethical principles must be paramount.
CRISPR offers a powerful tool for a better future, but responsible development and addressing ethical concerns are essential. By prioritizing safety, fostering open dialogue, and ensuring equitable access, we can harness CRISPR's power for the benefit of all. (2998 characters)
2. STRONG BRANDS PROVIDE
IMMUNITY IN TODAY’S
CHALLENGING MARKETPLACE
Today’s healthcare market provides ample challenges for businesses: increasing
competition and commoditization, significant merger and acquisition (M&A)
activity, and uncertainty with regulatory and government oversight. Healthcare
companies have more than doctors to win over — they have to reach patients,
providers, and payers too. The pressure is not on companies to perform — it’s on
the brands. People don’t buy into a company and its set of products or services.
They buy into the brand, and what it means to them. They buy into the security
within the brand promise and they buy into the way that brand relates to their
individual human journey.
3. WHAT IS BRANDING?
Branding should not be confused with marketing, advertising, or public relations.
Those are ways of communicating your brand. In order to communicate your
brand, you must first build it.
A brand is a recognizable identity that has a personality, values, and traits. It is
an active business asset that provides differentiation, shareholder value, and
longevity.
GOOD BRANDS ARE:
• Memorable
• Captivating
• Relatable
• Likeable
4. 1. THREAT OF COMMODITIZATION
Disruptive technology, substitute products or services, and global competition
entering U.S. markets are all forces that threaten to make your product or
service a commodity. Branding offers an opportunity to provide consumers
with a unique experience that can’t be replicated. Brands are one of the only
business assets that provide long-term competitive differentiation.
5. 2. MERGERS, ACQUISITIONS & PARTNERSHIPS
More and more healthcare businesses are either joining forces with other
brands, or acquiring other brands to strengthen their portfolio of products
and broaden their capabilities. In order to attract M&As, you need a strong
brand. Your brand identity should clearly communicate the strength of your
company so that other companies perceive your company at a high value.
6. 3. INCREASING FINANCIAL PRESSURE
National tax policies, the medical device tax, pressure to cut costs, and
additional factors are putting increased pressures on healthcare companies’
financials. According to Interbrand, brands create economic value by
generating higher returns and growth, and by mitigating risk. In addition,
brands provide the intangible asset of “goodwill” that can increase company
value and market capitalization.
7. 4. STRONG BRANDS PROVIDE SECURITY IN
UNCERTAIN TIMES
Strong brands attract loyalty, and loyalty is protection for when your
company has a PR crisis or the economy gets shaky. Brand loyalists will
defend your brand even when you’re not there. Strong brands can earn
“benefit-of-the-doubt,” whereas weaker brands with slip-ups are more likely
to be called out.
8. 5. KNOWN BRANDS REDUCE PERCEIVED RISK
People choose brand names because known brands are trustworthy. Known
brands with a proven track record provide reassurance and comfort. Branding
is so powerful that consumers are willing to pay more for brand names than
lesser known brands – even when the products are virtually identical. This
is evidenced by shopping data collected by Nielsen on OTC Pain Relievers.
That research shows 24% of aspirin sales by volume, and 59% by expenditure,
is devoted to Bayer. Even when there are generic alternatives at significantly
lower costs, people choose the branded aspirin. What do you think attributes
to consumer preference? Brand. The brand not only allows the company to be
the preferred option, but it also allows the company to command higher prices.
9. 6. RISE ABOVE THE NOISE
According to the book, “The 24-Hour Customer,” people see more than 34
billion bits of information per day – an equivalent of two books a day. Today’s
consumers (whether B2B or B2C) are inundated with messages. Expertly
crafted messaging is no longer enough to break through the clutter and
reach your target market. Companies can no longer purchase people’s
attention – they must earn it. Strong brands that resonate with people win
the privilege to speak to consumers.
10. 7. SIMPLIFY THE DECISION-MAKING PROCESS
During the decision-making process, consumers search for information
to analyze the differences they perceive between competing brands. Brand
awareness and brand knowledge play an important role here. Branding
positions a company as relevant to a consumer in order to gain their attention.
11. 8. HEALTHCARE DECISIONS REQUIRE TRUST
While branding is important in all industries, branding plays an especially
important role in healthcare where purchase decisions have greater
implications than, say, the restaurant industry. Healthcare decisions impact
our lives on a greater scale - varying from quality of life to life-or-death.
Before a consumer decides to let a doctor implant a medical device in their
body, they need to trust that it will be safe. A doctor isn’t going to use a
medical device or drug they’re not confident in either. Branding creates trust
by delivering on brand promise and through relationship building.
12. 9. EMPLOYEE MORALE
Attracting and keeping the top talent is important. High turnover rates are not
only bad for a company’s finances, but they also erode company morale.
If your employees don’t believe in your brand, they’re more likely to spread
negative word-of-mouth. Employee morale affects performance and the
overall bottom line. A strong brand with a compelling mission provides
meaning and purpose for employees, contributing to overall employee
satisfaction. When employees can feel a part of the mission, they’re more
dedicated to the work.
13. 10. TARGETING PHYSICIANS, NPS & PAS
The MM&M/Ogilvy CommonHealth Healthcare Marketers Trend Report for
2013 found that overall, marketing directors allocated around 75% of their
total budget to healthcare professionals and 25% to the consumer space.
But healthcare companies must adapt to a changing environment, and
deploying an army of reps doesn’t work as well anymore. Instead of
communicating on an individual, per physician level, brands need to be able
to speak for themselves. Today, physicians can be reached through a variety
of touch points, including multiple digital channels. The challenge for
healthcare companies is to develop an overarching brand strategy to guide
all communications. This maximizes brand equity, aids brand awareness and
recognition, and establishes the brand as the superior choice. In addition,
companies need to create positive brand experiences for the nurse
practitioners (NPs) and physician assistants (PAs) that interact closely with
patients and play a crucial role in patient education, product adoption, and
medication adherence.
15. 11. PATIENT SATISFACTION
Is your brand voice human or corporate? Your brand has to be consistent
across platforms and audiences, but it should be nimble enough to speak to
the patient. This means producing the right content and delivering it at the
right time, to the right people, with the right tone and style. According to the
Pew Internet and American Life Project, 72% of internet users say they looked
online for health information within the past year. As a healthcare company,
you need to provide patients with the information they’re looking for about
your products and services. Patients are empowered decision-makers and
are asking their doctors for specific brand name products.
“72% of internet users say
they looked online for health
information within the past year.”
Pew Internet and American Life Project
16. 12. PAYER PRESSURE
Healthcare companies are adjusting to the shift in bargaining power to the
payer. Payers now play a key role in the commercialization process, making
them an important stakeholder to please. The onus is on healthcare
companies to demonstrate value. Branding influences perception, and the
right value proposition can prove the true value of a product or service to
patients in the mind of the payer. Because of healthcare reform, convincing
the payer to provide coverage and reimbursement is a bigger priority than
before, and healthcare companies will have to step up their game.
17. 13. THE PROVIDER’S DECISION SET
With healthcare reform, the process of purchasing medical devices within
hospitals has become increasingly sophisticated with a longer, more complex
decision-making process. In more complex decision-making processes,
companies must first earn a spot within the decision set. A strong brand
strategy that communicates value and is easy to recall is key to becoming
part of this coveted selection set.
dir: 760.743.7744 x129
cel: 760.500.1965
email: matt@zestanchors.com
Matt Powell
Director of Marketing
tel: 800.262.2310
fax: 760.743.7975
fax: 800.487.1357
Dear Mr. Smith
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ante. Cras elit lectus, bibendum a, adipiscing vitae, commodo et,
Ut tincidunt tortor. Donec nonummy, enim in lacinia pulvinar, velit
tellus scelerisque augue, ac posuere libero urna eget neque. Cras
ipsum. Vestibulum pretium, lectus nec venenatis volutpat, purus
lectus ultrices risus, a condimentum risus mi et quam.
Pellentesque auctor fringilla neque. Duis eu massa ut lorem iaculis
vestibulum. Maecenas facilisis elit sed justo. Quisque volutpat
malesuada velit.
Sincerely
John
18. 14. PATIENT COMPARISON SHOPPING
Patients are more involved in their healthcare than ever before. And that
means they want to find the best healthcare at the best price. Paul H. Keckley,
PhD, Executive Director at the Deloitte Center for Health Solutions, wrote in a
Health Care Reform Memo about the importance of branding in healthcare:
“Consumers have more skin in the game now than ever before. They’re able
to compare prices and outcomes for simple medical treatments. And they
can access their own medical records to compare their signs, symptoms,
risk factors, and co-morbidities to clinical algorithms and better understand
where to get the appropriate care, and how much that care will cost.”
19. RECAP: WHY YOU NEED A BRAND STRATEGY
• To set your company apart from
the competition
• To increase shareholder value
• To generate stronger
financial results
• To prevent your product or
service from becoming
a commodity
• To maximize your brand’s
relevance in the hearts and
minds of stakeholders
• To build loyalty
• To create trust
• To expand market share
• To support employee morale
• To reach key stakeholders
Building a strong brand will help you succeed.
Are you ready to grow your brand?
20. ABOUT PARKERWHITE BRAND INTERACTIVE
We position, build, and grow health, wellness, and active lifestyle brands to create
positive changes in businesses and people’s lives.
life@parkerwhite.com
(760) 783-2020
ParkerWhite.com