This document provides an overview of a hospital marketing plan. It begins with an executive summary and table of contents. It then covers topics such as goal setting, SWOT analysis, market review, target market identification, competitor analysis, marketing strategy, implementation, and evaluation. Key points include defining SMART goals, conducting internal and external assessments, identifying the target demographic and geographic markets, analyzing competitors' strengths and weaknesses, and developing a marketing strategy and tactics to increase patient volume and experience. The 7 P's of the service marketing mix are also discussed.

1. HOSPITAL
MARKETING MADE EASY
PRESENTED BY:-
REYAZ KAUSAR SIDDIQUI
B.PHARMACY+MBA(MARKETING)
HEAD OF THE PHARMACY
YAS MEDICAL SERVICES
SULTANATE OF OMAN

2. CONTENTS
• EXECUTIVE SUMMARY
• GOAL SETTING
• SWOT ANALYSIS
• MARKET REVIEW
• IDENTIFYING & DEFINING TARGET
MARKET
• COMPETITOR ANALYSIS
• MARKETING STRATEGY
• IMPLEMENTATION OF PLAN
• POST IMPLEMENTATION
EVALUATION

3. EXECUTIVE SUMMARY
• OVERVIEW OF THE MARKETING PLAN
• ORGANISATIONAL BENEFITS AND RISK
• REQUIRED RESOURCES
• PROJECTED PROFIT AND LOSS

4. MARKETING definitions
• A MANAGEMENT PROCESS THAT IDENTIFIES,
ANTICIPATES AND SATISFIES CUSTOMER
REQUIREMENTS PROFITABLY.
Chartered Institute of Marketing
• RIGHT PRODUCT/ SERVICE IN THE RIGHT
PLACE,AT THE RIGHT PRICE TO THE RIGHT
PERSON AT THE RIGHT TIME.
Adcock et al.
• THE ACHIEVEMENT OF CORPORATE GOALS
THROGH MEETING AND EXCEEDING THE
CUSTOMER NEEDS BETTER THAN THE
COMPETITION.

5. MARKETING……
• THE DELIVERY OF CUSTOMER SATISFACTION
@ PROFIT.
• BUT RECENTLY THE TERM “DELIGHT” HAS
REPLACED THE TERM OF SATISFACTION.
• SO WE CAN SAY THAT THE DELIVERY
OF CUSTOMER DELIGHT AT A PROFIT.

6. PLANNING
• “FAILURE TO PLAN IS PLANNING TO FAIL.”
• THE IMPORTANCE OF PLANNING CAN BE
UNDERSTOOD FROM THE ABOVE PHRASE.
• DEFINING ALTERNATIVE COURSE OF ACTION TO
MEET STATED OBJECTIVES.

7. CYCLE OF PLANNING

8. GOAL SETTING & ITS
IMPORTANCE
MANY BUSINESS ORGANISATIONS FAIL.
HAVING NEVER REALLY ESTABLISHED
SMART GOALS.
SMART -AN ACRONYM USED IN GOAL
SETTING DISCUSSIONS.

9. S M A R T
S - SPECIFIC,SYSTEMATIC,SIGNIFICANT,SYNERGISTIC
M - MEANINGFUL, MEASURABLE, MOTIVATIONAL.
A- ACHIEVABLE, AGREED UPON, ACTION BASED,
ACCOUNTABLE.
R- REALISTIC, RESULT ORIENTED, RELEVANT
REWARDING.
T- TIME BASED, TANGIBLE, THOUGHTFUL.

10. S SPECIFIC , SIGNIFICANT
SYNERGISTIC
• SPECIFIC IS THE WHAT, WHY AND
HOW OF THE SMART MODEL.
• WHAT ARE WE GOING TO DO?
• WHY IS IT IMPORTANT TO DO THIS
TIME?
• HOW ARE WE GOING TO DO IT?

11. M MEASURABLE OR MOTIVATIONAL
• “IF YOU CANT MEASURE IT YOU CANNOT
MANAGE IT”.
• CHOOSE A GOAL WITH A MEASURABLE
PROGRESS.
• ESTABLISH A CONCRETE CRITERIA FOR
MEASURING PROGRESS TOWARDS THE
ATTAINMENT OF EACH GOAL YOU SET.

12. A ACHIEVABLE,AGREED OPON
• GOALS SET MUST BE ACHIEVABLE.
• AGREEN UPON
UNANIMOUSLY/COLLECTIVELY
• IT SHOULD NOT BE IMAGINARY

13. R REALISTIC,RESULT ORIENTED
• THE GOAL SET SHOULD BE DOABLE
RESULT ORIENTED AND HAS SOME
REWARD AT THE END

14. T TIME BASED, THOUGHTFUL
• WITHOUT FIXING A DEADLINE IT IS
IMPOSSIBLE TO REACH THE STATED/FIXED
GOALS ON TIME.

15. SWOT ANALYSIS
• S- STRENGTH
• W- WEAKNESS
• O- OPPORTUNITIES
• T- THREATS
• The overall evaluation of a company is called
SWOT analysis.
• STRENGTH AND WEAKNESS ARE
INTERNAL EVALUATION
• OPPORTUNITIES AND THREATS ARE
EXTERNAL FACTORS TO BE CONSIDERED.

16. STRENGTH
• STRENGTHS ARE OUR CAPABILITIES AND
RESOURCES:-
• THEY CAN BE USED AS THE BASIS FOR
DEVELOPING A COMPETITIVE ADVANTAGE.
• IT INCLUDES
• OUR NEW EXPERIENCE OR SPECIAL EXPERTISE
• LIKE…….
ABILITY TO PRESCRIBE SILDENAFIL CITRATE
OR HAVING A DERMATOLOGIST WHO HAS THE
RIGHT
TO PRESCRIBE ALL STEROID PREPARATION WHICH
ANY OTHER MEDICAL CENTER DOES NOT HAVE IN
AL BURAIMI.

17. STRENGTH
• BY HAVING A PEDIATRICIAN ON BOARD WE CAN
HAVE THE FACILITY OF VACCINATION HERE.
• ANY INNOVATIVE SERVICE :-
• USING LATEST TECHNIQUES FOR THE
GENARATION OF LAB REPORTS.
• SPORICIDAL TEST PERFORMED WEEKLY AS A
CONTROL TEST FOR THE AUTOCLAVE.
• SPECIAL TEST LIKE ELISA, H1N1(INFLUENZA)
• THE ONLY CENTER TO DO A VISA MEDICAL. @
COST EFFECTIVE RATE.
• ORTHODONTIC SERVICES WITH A CLASS APART

18. STRENGTH CONTI……
• MILK PRODUCTS ARE NOW SOLD AT COST
PRICE/WITHOUT PROFIT WHICH IS HELPING US A
LOT TO REMOVE THE TAG OF BEING COSTLY
PHARMACY.
FULLY EQUIPPED PHARMACY WHERE THE
CUSTOMERS NOT ONLY GET THE MEDICINES BUT
TAKE HOME A RELATIONSHIP.
HAVING TETANUS TOXOID AND AVAILABILITY OF
OTHER IMMUNIZATION VACCINES UPON
EMPLOYING A PEDITRICIAN.
LOCATION OF THE ORGANISATION/HOSPITAL
PLAYS AN IMPORTANT ROLE.
BURAIMI CLOSER TO UAE HAS THE ADVANTAGE
OF SERVING CUSTOMERS OF TWO NATIONALITIES

19. WEAKNESS (AN INTERNAL FACTOR)
• LACK OF AQDEQUATE HEALTHCARE STAFF.
• POOR SERVICE/UNDIFFERENTIATED SERVICES.
• YMC IS SAME AS ANY OTHER POLY CLINIC IN
BURAIMI.
• BAD REPUTATION OF BEING TOO COSTLY.
• UNTRAINED STAFF FOR CUSTOMER SERVICE
• COMMUNICATION GAP BETWEEN STAFF AND
MANAGEMENT OR
• BETWEEN CUSTOMERS AND DOCTORS/STAFF
• COMM. GAP BETWEEN DOCTOR AND PATIENT
COULD LEAD TO WRONG DIAGNOSIS AND
SUBSEQUENTLY WRONG MEDICATION………
• THUS FAILURE TO MEET ORGANIZATIONAL GOAL.

20. OPPORTUNITIES (EXTERNAL FACTOR)
• ‘‘WHERE THERE IS WILL THERE IS A WAY’’
• A NEW DEVELOPING MARKET.
• IBRI OR SOHAR WHERE WE CAN HAVE
SPECIALIST DENTAL CLINIC & CAN OPEN A
PHARMACY.
• ANY POTENTIAL LOCATION AROUND THE CENTER.
• A NEW TECHNOLOGY OR A UNIQUE SERVICE,
WHICH CAN BE OFFERERD TO THE CUSTOMERS.
• A MARKET VACATED BY AN INEFFECTIVE
COMPETITOR OR YMC TAKING OVER ANY OTHER
SET UP.

21. THREATS
• A NEW COMPETITOR IN OUR AREA OR NEAR US.
• PRICE WAR WITH THE COMPETOTORS.
• MEDICINES AND OTHER ITEMS SOLD AT A
CHEAPER PRICE BY OUR COMPETOTORS.
• BETTER SERVICE OFFERED BY OUR
COMPETOTORS AT A LESSER RATE.
• ECONOMIC SLUMP/ SLOWDOWN.
• CHANGE IN THE GOVERNMENT RULES AND
REGULATIONS.
• THE INSURANCE PATIENTS MAY SWITCH TO
OTHER HOSPITALS IN ANTICIPATION OF A BETTER
SERVICE.

22. MARKET RESEARCH OR
ENVIRONMENTAL SCANNING
• THE SIZE OF THE MARKET IN TERMS OF MONEY.
• THE MAJOR PLAYERS AVAILABLE IN THE
MARKET.
• HOW WILL THE MARKET CHANGE IN THE NEXT 3-5
YEARS.
• STUDY OF THE CONSUMER BEHAVIOUR.
• WHAT THEY BUY?, HOW THEY BUY? WHEN THEY
BUY?
• HOW CUSTOMERS USULLY AVAIL THE SERVICES
• THE STUDY OF THE SOCIO ECONOMIC
PARAMETERS.

23. IDENTIFICATION OF TARGET
MARKET/AUDIENCE
• FOUR WAYS TO IDENTIFY TARGET MARKET
• GEOGRAPHIC….THE LOCATION ,SIZE OF THE
AREA, DENSITY ,CLIMATE ZONE OF THE
CUSTOMERS.
• DEMOGRAPHIC THE AGE, GENDER ,FAMILY
COMPOSITION, OCCUPATION, EDUCATION OF THE
CUSTOMERS.
• PSYCHOGRAPHIC..THE GENERAL PERSONALITY
BEHAVIOUR, LIFESTYLE, RATE OF USE,REPETITION
OF NEEDS, BENEFITS ETC

24. WAYS TO IDENTIFY………………
• BEHAVOUR….THE NEEDS AND WANTS OF THE
CUSTOMERS SEEKS TO FULFILL. THE LEVEL OF
KNOWLEDGE. INFORMATION SOURCE AND
ATTITUDES,USE OR RESPONSE TO A PRODUCT OR
SERVICE BY THE CUSTOMERS.

25. ANALYSIS OF COMPETITOR’S
STRENGTHS AND WEAKNESSES
• WHAT IS THE UNIQUE SELLING PROPSITION OF
OUR COMPETITORS ?
• WHAT IS SO SPECIAL ABOUT THEIR PRODUCTS
OR SERVICES?
• WHETHER THEY HAVE ANY INNOVATIVE SERVICE?
• ARE THEY OFFERING THE SAME QUALITY OF
SERVICES AT A LESSER RATE?
• HOW ARE THEY DOING?
• WHAT IS THEIR STRATEGY?
• IF THEY ARE SELLING MEDICINES OR ANY OTHER
ITEM AT A LESSER RATE THEN FROM WHERE ARE
THEY PURCHASING THEM?

26. COMPETITOR ANALYSIS
• WHAT IS THEIR MARGIN OF PROFIT ?
• ARE THEY SELLING ANY OTHER NON
MEDICINAL OR FOOD ITEMS AT A CHEAPER RATE?
OR ANY SERVICE OFFERED BETTER THAN US.
• IS THEIR BUSINESS INCREASING OR
DECREASING?
• WHAT IS THE CUSTOMERS RESPONSE TO THEIR
SELLING STRATEGY?

27. MARKETING STRATEGY
• AFTER THE IDENTIFICATION OF TARGET MARKET
AND COMPETITOR ANALYSIS
• THERE IS A NEED TO EVALUATE , PRIORITIZE AND
ORGANIZE THE COMBINATION OF SPECIFIC
MARKETING STRATEGY AND TACTICS THAT WILL
BE BEST SUITED TO BE USED IN PURSUING THE
GOAL.
• A WELL CONSTRUCTED MARKETING PLAN IS
WHOLE THAT IS GREATER THAN THE SUM OF ITS
PARTS.

28. GOALS VS STRATEGIES VS TACTICS
• GOALS…….. DESSTINATION
• ARE SPECIFIC, ACHIEVABLE, RELAVANT AND
TANGIBLE BUSINESS OBJECTIVES.
• STRATEGIES ARE…….. WAY TO ACHIEVE
• IDEAS OR APPROACHES THAT ARE DEVELOPED
TO ACHIEVE GOALS.
• TACTICS ARE……… ACTIONS PLAN
• SPECIFIC ACTION DETAILS AND ACTIVITIES THAT
MUST OCCUR IN ORDER FOR THE STRATEGY TO
SUCCEED.

29. EXAMPLES
• GOAL....
• INCREASE PATIENT VOLUME BY 25 % NEXT YEAR.
• IMPROVE PATIENT EXPERIENCE TO INSPIRE
PATIENT FOR WORD OF MOUTH REFERRALS .
• TACTICS…….
• INSTITUTE QUATERLY CUSTOMER SERVICE
TRAINING TO THE STAFF.
STRATEGY…….
• PATIENTS ARE THE BEST AMBASSADORS. IT IS
IMPORTANT TO TAKE CARE OF THEIR NEEDS AND
PROVIDE THEM THE BEST POSSIBLE CARE SO
THAT THEY REMAIN LOYAL AND DO Word of Mouth
REFERRALS.

30. STRATEGY
• CREATE INCENTIVE PROGRAM FOR STAFF BASED
ON INCREASE REFERRAL VOLUME.
• DEVOTE ONE STAFF WITH EXCELLENT
COMMUNICATION SKILL ARABIC AND ENGLISH
FOR THE PATIENT AS A PATIENT CARE
COORDINATOR.
• CONSTANTLY IMPROVE THE QUALITY OF SERVICE.

31. PERCIEVED SERVICE QUALITY
• WAS THE DOCTOR WAS POLITE?
• THE DOCTOR ADEQUATELY EXPLAINED MY
CONDITIONS,EXAMINATION RESULTS AND
TREATMENT PROCESS.
• THE DOCTOR ALLOWED ME TO ASK MANY
QUESTIONS ENOUGH TO CLARIFY EVERYTHING.
• THE DOCTOR PAID ENOUGH CONSIDERATION TO
MY CONCERNS FOR DECIDING MEDICAL
PROCEDURES AND MADE ME COMFORTABLE.
• HOSPITAL STAFF WERE FRIENDLY AND POLITE.
• MANY OF THE DOUBTS WHICH STILL REMAINS
UNCLEAR CAN BE SOLVED BY PROPER
COUNSELING BY THE PHARMACIST

32. THE ROLE OF PHARMACIST FOR
VALUE ADDED SERVICES
• LIKE MEDICATION COUNSELLING ………..
• WHEN TO TAKE? HOW TO TAKE? HOW OFTEN TO
TAKE? THE NECESSITY OF COMPLETING THE
COURSE OF AN ANTIBIOTIC.
• RESTRICTION OF DIET IF ANY ALONG WITH THE
MEDICATION.
• STORAGE OF MEDICINES THE TEMPERATURE
NEEDED FOR SAFE STORAGE ETC.
• WHAT IF A DOSE IS MISSED SPECIALLY IN CASE
OF DIABETES AND HYPERTENSION.
• GREETINGS FOR MEETING & PARTING
SALUTATION , WISHING FOR THE RECOVERY OF
THEIR GOOD HEALTH.
• REFILL INFORMATION.

33. QUALITY OF SERVICE
• WARM WELCOME AT RECEPTION.
• NURSING STAFF TRIED TO HELP AS MUCH AS
THEY COULD.
• THE PROCEDURE OF THE LAB TEST WAS
CONVENIENT AND QUICK.
• PROPER CLEANLINESS AND HYGIENE
MAINTAINED IN THE HOSPITAL PREMISES.
• THE PROCESS OF APPOINTMENT, PAYMENT AND
OTHER SERVICES WERE SIMPLE AND HASSLE
FREE.
• NO LONG WAITING PERIOD FOR THE
CONSULTAION BY THE DOCTORS.
• IT WAS EASY TO USE AMENITIES CAFETERIA,
PUBLIC TELEPHONE ETC IN THE HOSPITAL.

34. THE SEVEN P’S OF THE SERVICE
MARKETING
1. PRODUCT/SERVICE
2. PRICE
3. PROMOTION
4. PLACE
5. PROCESS
6. PEOPLE
7. PHYSICAL EVIDENCE

35. PRODUCT/SERVICE
• THE MOST IMPORTANT MARKETING MIX.
• A BUNDLE OF UTILITIES OFFERED TO CUSTOMERS
@ OF PROFIT.
• MAY BE TANGIBLE IN CASE OF PRODUCT BUT
SERVICES ARE INTANGIBLE.
• THE UNIQUE SELLING PROPOSITION OF YOUR
PRODUCT OR SERVICE.

36. PRICING
• PRICING PLAYS A CRUCIAL ROLE IN THE
SUCCESS OF ANY PRODUCT/SERVICES.
• ESPECIALY CATERING TO THE CUSTOMERS OF
LOW/MEDIOCRE SCIOECONOMIC STATUS.
• WE HAVE TO STRIKE A BALANCE BETWEEN OVER
PRICING AND UNDERPRICING.
• BURAIMI IS A HIGHLY PRICE SENSITIVE MARKET.
• MAJORITY OF THE CUSTOMERS ASK FOR THE
PRICE BEFORE THE MEDICINES ARE DISPENSED.

37. PRMOTION (ADVERTISEMENT) “AIDAS”
THEORY
• PROMOTION CALL FOR FREE APPOINTMENT
BETWEEN ……… PAY ONLY MEDICATION COST.
• WHAT IS ADVERTISED IS SOLD.
• ADVERTISEMENT IS A NECESSARY EVIL.
• INFORMING ABOUT THE PRODUCT OR SERVICES
TO THE PEOPLE TO AVAIL THE BENEFITS.
WHAT IS THE RIGHT CHANNEL?
WORD OF MOUTH (WOM) CAN BE AN IMPORTANT
AND EFFECTIVE CHANNEL FOR LOCAL MARKET
LIKE BURAIMI.
ELECTRONIC, PRINT MEDIA OR ANY OTHER…….
MEDICAL CAMPS, FREE CHECK UPS IN SCHOOL .

38. EDUCATING PEOPLE FOR PROMOTION
• HEALTH DAY APRIL 7TH
• WORLD AIDS DAY DECEMBER 1ST
• DIABETES DAY NOVEMBER 14TH
• WORLD HEART DAY SEPTEMBER 26TH
• MALARIA DAY APRIL 25TH
• NO TOBACCO DAY MAY 31ST

39. PLACE
• WHERE TO PROMOTE IN ORDER TO REACH THE
MASSES?
• IS PRINT MEDIA OK HOW MANY FAMILIES IN OMAN
GO FOR NEWSPAPER OR READ HANDOUTS.
• OR CHOOSING ELECTRONIC MEDIA WOULD BE A
BETTER OPTION FOR THIS.
• HOW ABOUT PUTTING UP A BILLBOARD OF YAS
MEDICAL CENTER AT A PRIME ROUNDABOUT. OR
NEAR A SHOPPING MALL?
• ANALYSIS NEEDS TO BE DONE BEFORE TAKING A
DECISION.
• SO PLACING YOUR PRODUCT/SERVICE IS V.IMP.

40. PROCESS
• A SMOOTH OR HASSLE FREE PROCESS IS THE KEY
• ACCORDING TO A RESEARCH A DISSATISFIED
CUSTOMERS ON AN AVERAGE CONVEYS HIS
MESSAGE TO AT LEAST15 PERSONS.
• WHEREAS A SATISFIED CUSTOMER SHARES
HIS/HER EXPERIENCE WITH 8-9 PERSONS ONLY.
• PROCESS OF DELIVERING A HIGH QUALITY
SERVICE IS A MUST.
• MAC DONALDS HAVE CASH COUNTER AND
DELIVERY COUNTER SIDE BY SIDE
• WHY???????
• IN PRIVATE FIRMS/BANKS THE PROCESS IS QUITE
SMOOTH WHICH MAKES THE CUSTOMERS HAPPY.

41. PEOPLE
• A HIGHLY MOTIVATED TEAM OF STAFF PLAYS A
VITAL ROLE IN THE SUCCESS OF ANY
ORGANSATION.
• SYSTEM AND MACHINES ARE OPERATED BY…….
• NO MATTER HOW ADVANCE THE EQUIPMENT OR
SOFTWARE IS BUT WITHOUT A QUALITY HUMAN
RESOURCE ANY OTHER RESOURCE IS JUST A
LIABILITY.
• TIMELY TRAINING ON THE ETIQUETES OF
CUSTOMER SERVICE. CUSTOMER RELATIONSHIP
MANAGEMENT IS RECOMMENDED.
• RIGHT STAFF AT RIGHT PLACE WITH RIGHT
TRAINING AT RIGHT TIME.

42. PEOPLE..
• PROPER HANDLING OF THE CUSTOMERS
GRIEVANCES.
• AT LEAST A MEETING TO DISCUSS THEIR ISSUES
WITH THE DEPARTMENT HEADS ONCE IN A
QUARTER IS MUST.
• THE RESPECTIVE HEADS OF THE DEPARTMENT
CAN DISCUSS AND PROPOSE SOLUTIONS TO THE
TOP THE MANAGEMENT.

43. PHYSICAL EVIDENCE
• CREATION OF AN ELEMENT BY WHICH CUSTOMER
BELIEVE THAT YAS SERVICES ARE BENEFITIAL
TO ME.
MAKING THEM HAVE A FEEL OF THE PRDUCT OR
SERVICES.

44. IMPLEMENTATION
• AFTER CHALKING OUT THE PLAN &
APPROPRIATE STRATEGY IT IS THE TIME TO
IMPLMENT IT.
• COMMUNITY ACTIVITIES CONTINUING MEDICAL
EDUCATION ( CME)
• NEWSLETTER
• REFERRALS
• WEBSITE
• OTHER ACTIVITIES

45. POST IMPLEMENTATION EVALUATION
• ONCE IMPLEMENTED THERE HAS TO BE AN
EVALUATION AFTER IMPLEMENTATION IN ORDER
TO ASSESS THE PERFORMANCE AND
SHORTCOMINGS IF ANY.
• WHAT IS THE INCREASE IN NO OF PATIENTS?
• INREASE IN THE MARGIN OF PROFIT?
• RESPONSE OF AN ADVERTISEMENT?

46. REFERENCES
• “FUNDAMENTALS OF MANAGEMENT” 5TH EDITION
BY STPHEN P.ROBBINS & DAVID A DECENZO.
• “PRINCIPLES OF MARKETING” BY PROF.PHILIP
KOTLER 12TH Edition.
• “AMERICAN MARKETING ASSOCIATION”
• “COUNT YOUR CHICKENS BEFORE THEY HATCH”
BY PROFESSOR ARINDAM CHOUDHARY ,IIPM NEW
DELHI.

47. !!!!!!!!THOUGHT OF THE DAY!!!!!!!!
“ Be like rose which yields perfume even to
the hands which crushes it”
THANK YOU