Downloaded 92 times
More Related Content
Similar to Hospital Marketing Strategy & Plan
Hospital Marketing Strategy & Plan
- 2. SL NO SLIDENAME SLIDE NO 1 Executive summary 3 -4 2 Where do we stand 5- 6 3 SWOT 7 4 Scope of – Marketing department 8 5 Marketing department goal & objective 9 6 Key revenue generating channel 10 7 Marketing Strategy & tactics 11 - 14 8 Milestone (Assumption) 15 9 Financial Plan (Budget) 16 10 Revenue Build up Plan 17 -18 11 Avg. Bill of Patient & No of IP Mix 19 -20 12 Patient Referral Target Area Mix 21 - 22 13 Revenue target Zone wise ( Assumption) 23 14 Activity & Revenue target -Unit wise 24 - 25 15 Synopsis 26-27
- 3. Marketing strategywill be designed based on demographics of target populations, internal capabilities and other specialities, the health care environment and the overall strategy of the organization. I have highlighted the channel of revenue generating lines to fill unmet demand and assist to introduce multidisciplinary marketing approaches in different segment of marketing mix.
- 4. Excellent servicedelivery, pleasant infrastructure, medical facility with latest technology with personalise quality care at an attractive package will be the key factors over competitors. X Hospital, Y Hospital, and Z hospital are the direct competitors in that particular service.
- 5. 1. Broadcost leader 2. Broad differentiator Or 1. Focused cost leader 2. Focused differentiator
- 6. The CIPACA deliverymodel is very unique, cost effective is an advantage in market. CIPACA can provide best service to patient in 10 – 15 % lesser cost than any other competitor.
- 7. STRENGTH Well organized centralizedteam, Unique business model, expanding in nature & willing to grow WEAKNESS Lack of promotion & highlight, Less professional involvement OPPORTUNITY Potential in market , can generate more revenue, opportunity to get associated with Government, can have strategic tie up with International brand to spread in to the market, THREAT There are chances of corporate hospitals like Apollo, Fortis, Manipal, may start same services in future to meet the demand.
- 8. Brand Creation(already done). Marketing strategy, Annual marketing plan & Budgeting Referral marketing programme Online Marketing Corporate communication Internal Marketing Public relation ( PR) Employer marketing – productivity analysis – Out come measurement Change or recreate marketing strategy & implement accordingly
- 9. SCOPE: Marketing department shouldwork towards increasing the footfalls, revenue generation of the hospital/group and be a brand leader. PURPOSE: To work for complete client level satisfaction in accordance with the in-house team.
- 10. Referral marketing programme Referral tie up Plan ( GP, VC, PT & FT) selection based on criteria. Establish Referral Centre. Tie up with nursing home, SHCO. Walk-in –Direct patient Through branding activities, camp, ambulance kiosk, public awareness programme.
- 11. MARKETING STRATEGY Strategies Activity 1.Referral Centre & Satelite Centre a. Area A b. Area B c. Area C d. Telemedicine centre 2. #"CIPACA Always with u": Building Doctors Network a. Need to prepare List Of Doctor b. Meeting them regularly c. Hospital visit by the doctor d. MOU with interested doctor e. Follow up for regular patient referral f. Thanks letter or a courtesy call to the doctor on every pt referral 3. Design of Corporate brochures & pamphlets a. Design of Corporate brochure b. Pamphlets c. Creation of Corporate Video 4. Website & its Upgradation 1. Aready Existing 2. Modification needs to be done 5. #CIPACA @ FLY HIGH Bill Boards & Clinic Association Board a. Standalone pole b. Association board @ clinic with interested Doc & promotion at surrounding area d. Clinic surrounding area can be promoted like news paper inserts d. Bus shelter can used for advertisement e. Adv can be given in the bus
- 12. 6. #CIPACA @ur Office Corporate Awareness Programme a. Prepare list of corporates (may not required in rural areas) b. In association with Insurance company c. Direct Programme d. Promote Facility or service Public Awareness 7. #"CIPACA @ ur door step" (Camp @ residential area) a. Awareness talk can be given on snake bite, lightning, thunder, other health related topics etc b. Public medical camp need to be conducted based on public need in association with local MLA, club c. Camp can be done in association with local temple, Mosque, Church & with other religious guru's CIPAKA Akasmika a. Awareness class @ RTO for learner b. First Aid Class for Driving School Instructors c. BLS class for local ambulance driver 8. "#Save time save Life" tie up with SHCO a. Need to make a list of SHCOs ( 20 km ) radius b. Need to explain ICU facility to the SHCO c. Make tie up 8-10 hospital along with MOU d. Arrangement of ICU patient transportation
- 13. 9. "# FollowCIPACA" Social Media Campaign a. Face book page listing & updating in every week b. Facebook Live b. Youtube videos need to be created on pt testimonials & published d. SMS campaign e. Whatsapp SMS 10. "# Know about CIPACA" Media & PR a. Adv on prominent local news paper & advetorial b. Adv on local popular radio channels C. News Paper inserts in areawise D. Talk show in local TV'S chennal E. Akasmika publicity in local news papers, cobranding can be done F. Awareness add on local cinema hall or video hall on world tobaco day, corporate video 11. "# Celebration till the End @ CIPACA Celebration calender a. Yearly celebration calender to be done ( all health days) b. Creative to be made accordingly & post in social media 12. "#CIPACA Gyan House" CME a. It can be done with IMA & other medical association b. Inhouse CME c. Other hospital internal CME 13."#CIPACA Connect" Health, Ambulance Kiosk in Bus stand, toll plaza a. It can be done near bus stand railway station toll plaza or out skirt of the village or town b. Permission should be taken from respective authorities 14. Blood Donation Camp a. Need to organise camp in every area in association with local blood bank, red cross & other voluntary organisation like rotery club, lions club etc
- 14. 15. Inhouse UnitPromotion a. Standee Display b. Light Boards c. Display of public awareness video 16. Display of Health Tips a. It can be displayed in Doctors clinic, Pharmacy, Notice board in government office, school, Colleges b. Emergency phone no. of the hospital should be highlighted 17. Sponsorship a. Sanitary napkin vending machine can be placed at high schools with Branding b. Can be a sponsor for local popular sports team c. Motor bike ambulance can be introduced with branding d. Sponsor for Health Insurance can be given as a part of CSR or any awards 18. Strategic tie up Can have tie up with some International brand related to emergency care
- 15. To achieve1crore revenue in a month.
- 16. SL NO ParticularsAmount (%) Marketing expenses (5% - 7%) of total revenue 1. Social media campaign 20% 2. Referral management 20% 3. Traditional media/ print media 10% 4. Internal marketing 15% 5. Public relation ( Publicity, community events, sponsorship, interviews & appearances) 45% Total 100%
- 17. Out-Patient & In-Patient Revenue Sl.No. Particulars Month 1 Number of Consultants 1 Emergency medicine Nos 1 Total Consultants Nos 1 No. of OPD days in a Month 25 No. of OPD Hrs 4 No. of patients seen in an Hr 4 Total No. of OP Patients (per Doctor per day) 16 Total No. of OP Patients (per Doctor per month) 400 Capacity Utilization - Basic Speciality 25% No. of out-patients per month 1 Emergency medicine Nos 100 Total Out-patients 100 Average OP per day (paid visit) 4 Average OP per day (Re-visit) 1 Total OP per day 5
- 18. A Consultation feeRevenue Consultation fee Rs. 1 Emergency medicine 300 Rs. 30000 Total Consultantation fee 30000 B IP Admission 15 Average Revenue 24000 IP - Revenue 360000 C Procedure - OP 12% OP -Procedure - Average Bill Rs. 1000 OP - Procedure - No 12 OP- Procedure - Revenue Rs. 12000 D Pharmacy Pharmacy -Average Bill Rs. 500 Pharmacy Revenue Rs. 50000 E Lab Investigations Lab Investigations - Average Bill Rs. 750 Laboratory Revenue Rs. 42000 F Radiology 80% Radiology - Average Bill Rs. 500 Radiology Revenue Rs. 40000 Total Revenue 534000.00
- 19. Total IP admission15 Category Charges % Mix Nos Cat.A 6000 20% 3.0 Cat.B 15000 40% 6.0 Cat.C 25000 35% 5.3 Cat.D 50000 5% 0.8
- 20. 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 50000 Cat.A Cat.B Cat.CCat.D 6000 15000 25000 50000 20% 40% 35% 5% 3.0 6.0 5.3 0.8 Charges % Mix Nos
- 21. Patient refferal tergetarea Direct patient 25% 25 Refferal patient 45% 45 Corporate & Insurance 15% 15 Digital marketing, Branding, camp 15% 15 100
- 22. 25% 45% 15 % 15% Direct patient Refferalpatient Corporate & Insurance Digital marketing, Branding, camp
- 23. M1 M2 Zone HospitalName Target No Targeted revenue Achieved rev Target no targeted revenue Achieved rev South Saptagiri Hospital 100 5,34,000 xxx 116 617520 xxx xxx hospital xxx Hospital North xxx Hospital XXX Hospital East xxx hospital xxx Hospital TOTAL
- 24. TEAM – MARKETING– Dindigal CIPACA - Unit -1 Segment OVERALL RESPONSIBILITY CURRENT REVENUE (IN Lacs) Target Revenue (In Lacs) Marketing Team Responsibility Segment Revenues(Rs.LACS) KRA's
- 25. NAME DEPARTMENT KEY RESPONSIBLE AREASOURCE OF BUSINESS TARGET ACTIVITY PER MONTH TARGET ACT. PER DAY OVER ALL BUSINESS IN VALUE ( IN LACS) TOTAL
- 26. We willfocus mainly on nursing homes, popular family physician, old age homes. We will target to capture 10% to 30 % market share on emergency medicine with in the span of 1 to 2 years of every single business unit ( SBU). We will have tie up & create referral center with surrounding every SBU. Departmental KRA need to be fix - Target vs Actual no & revenue – walk-in - Target vs Actual no & revenue – Referral marketing - Target vs Actual no & revenue – Our reach & other activity. - Consolidated report – Zone wise
- 27. This aboveproposal is drawn as an out line & assumption. A detail marketing Plan, target no & revenue generation can be fixed based upon a broad study & complete understanding P & L & revenue build up, Business model, strength of any particular SBU & surrounding market.
- 28.