healthcare marketing ethics, PEST,Pricing.pptx

HEALTHCARE MARKETING AND
ETHICS MS- HCM Batch 1
Semester II
( A.B ) batrasian_67@hotmail.com

WHAT IS MARKETING
 ‘Marketing is the management process that identifies,
anticipates and satisfies customer requirements
profitably’

HOSPITAL MARKETING CONNECTS
 Patients
 Physicians
 Providers

FOUR ETHICAL PRINCIPLES OF
HEALTHCARE MARKETING

1- PUT PATIENT’S WELFARE FIRST
 Patients must come before
profits.
 Patients have the right to
expect care of the highest
standard of quality consistent
with technological and
physical limitations
 We accept the principle that a
patient will receive all
necessary care regardless of
their ability to pay

2- AVOID UNNECESSARY SERVICES
 Marketing should not
induce a patient to accept
excessive, unneeded, or
nomadically indicated
healthcare services,
regardless of cost, risk, or
source of payment.
 It is unethical to build
demand for unneeded
services.

3- MAINTAIN HIGH STANDARDS
OF HONESTY AND ACCURACY
 Healthcare marketers must do
more than merely avoid false or
misleading advertising.
 While marketing legitimately
seeks to influence behavior,
marketers have an obligation to
provide fair and accurate
information when they promote
their services

4- BE ACCOUNTABLE TO PUBLIC
 Marketers should
develop marketing plans
believing that these plans
will likely be revealed to
the public in the future.
 Marketing professionals
should avoid activities
that they would not want
their families to read
about in the newspaper

PRODUCT VS SERVICE
 While Products that can be
seen, felt, touched and tasted
are tangible, Service as a
product is based on post-sale
experience and is intangible
Consumers can come up with
desirable parameters for a
tangible product in terms of
productivity, efficiency, etc.
whereas, it is very difficult to
rate an intangible product like
“SERVICE”

HEALTHCARE MARKETING AND
ADVERTISING IS COMPLEX, CONFUSING
AND DAUNTING

HEALTH CARE MARKETING
OBJECTIVES
 Patient acquisition: How do I get more patients
coming to my facilities.
 Patient retention: How do I get my patients
continuing to use my facilities.
 Patient “win back”: How do I bring back patients
who haven’t using my facilities for some period of
time.
 New Movers : How do I attract prospective
patients in my facility’s footprint.

6 WAYS TO MARKET HEALTHCARE
ORGANIZATION
1-Professional Referral Marketing:
A reliable and continuing stream of inbound patient referrals from
other medical or other professional sources is the lifeblood of many
specialty providers
2-Internet Marketing:
From websites and social media tools, to patient portals and mobile
apps, online marketing is a mainstream channel for marketing
advertisement
3-Branding:
This is all about standing out from the crowd in a positive way, and
it includes virtually everything you do. A powerful, differentiating
brand for your healthcare business is part of your reputation.

 4-Internal Marketing
This heading includes all the ways and means that you
communicate with people who already know you, primarily
present and previous patients.
Depending on the nature of your practice or situation, this
influential audience can be a rich resource for referrals,
additional services, testimonials and/or word-of-mouth
advertising
5-External Marketing:
These are the media that reach prospective patients that don't
know you. Advertising in newspapers, radio, television, billboards
and the like target audience that needs to know that you provide
an answer for their healthcare need
6-Public Relations:
This heading includes, among other things, planning and
generating healthcare publicity and free press exposure, such as
newspaper articles or broadcast interviews.

THE MARKETING ENVIRONMENT
 PEST Analysis is useful for four main reasons:
It helps you to spot business or personal
opportunities, and it gives you advanced
warning of significant threats. It reveals the
direction of change within your business
environment. By PEST analysis organizations
come to know about internal and external
market condition
 PEST Analysis
 Political Factors
 Economic Factors
 Socio cultural factors
 Technological Factors

POLITICAL/LEGAL
 Monopolies legislation
 Environmental protection laws
 Taxation policy
 Employment laws
 Government policy
 Legislation

ECONOMIC FACTORS.
 Inflation
 Employment
 Disposable income
 Business cycles
 Energy availability and cost

SOCIOCULTURAL FACTORS
Demographics
Distribution of income
Social mobility
Lifestyle changes
Consumerism
Levels of education

TECHNOLOGICAL
 New discoveries and innovations
 Speed of technology transfer
 Rates of obsolescence
 Internet
 Information technology

PRICING STRATEGIES
 Premium Pricing
Uses a high price, but gives a good product/service
exchange
 Penetration Pricing
Offers low price to gain market share-then increase price
 Economy Pricing
placed at ‘no frills’, low price

 Price Skimming
 where prices are high - usually during introduction
 e.g new technology
 ultimately prices will reduce to the ‘parity’
 Psychological Pricing
 to get a customer to respond on an emotional, rather than rational
basis.
 e.g Preventive Health Check Ups
 Captive Product Pricing
 products that complement others
 e.g Angio (low p rice) and PTCA (percutaneous transluminal
coronary angioplasty) (high price)
 Promotional pricing
 e.g. PET Scan (positron emission tomography)

MARKETING BUDGETS
 Determining the percentage of your budget that should be allocated
to marketing depends on a number of factors:
 How much are other similar practices spending, and how closely do
you want to compete with them?
 What is the profile of your ideal patient in terms of their income levels
and what will it take to manage their expectations for a medical
practice?
 What are the best channels to use to reach your prospective patients,
and the average ROI on these channels?
 Finally, how much can you afford to spend and still realize the profit
you need to make for the fiscal period?

AHMAD BILAL ARIF
MS HEALTHCARE MANAGEMENT (MALAYSIA), PGC
EPIDEMIOLOGY (KEMU)
TESOL CERT.(CANADA),BSC (HON.) KEMU.

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