Learn Hospitality marketing

1. HOSPITAL
MARKETING
Prepared By : Dr Kavita Soni(BDS,MHA)

2. Highlights
 PSG Hospital: An Overview
 Introduction: Marketing
 Marketing Strategies : Multispecialty Hospital
Marketing Mix
Strategies - Pre commissioning
At the time of commissioning
Post commissioning
 Branding
 SWOT Analysis

3. PSG Hospital: An Overview
MISSION
 To provide Scientific, Ethical and Quality health care.
VISION
 To be a dynamic, growth oriented organization where individuals synergize
to meet the challenges and to achieve excellence in all spheres.
 To provide quality health care to the patients, conforming to scientific and
ethical standards.
 To constantly upgrade the quality of medical practice and education in the
hospital.
 To be a teaching hospital of distinction, setting the highest standards in
patient care, medical education, training and research.
 To provide an ideal environment for medical education and research.

4. Clinical Services:
 24X7 Emergency and Trauma centre
 Well equipped Ambulance services with life support system.
 OPD (Multispecialty)
 Radiology (PACS integrated)
CT (Multi slice)
MRI
MAMAOGRAPHY
X RAY
Color Doppler
 Laboratories(HistoPath,ClinicalPatho,Microbiology,Cytogenetic,Immunology)
 Wards ( General, Semi Deluxe, Deluxe, Suite)
 Critical care unit ( Medical. Surgical,Burn,Cardiac,Neonatal)
 State of Art OT Complex ( 14 operationTheaters)
It is 900 bedded hospital aims to deliver wide range of super speciality medical care to make health
care more accesible.PSG Hospitals is the teaching hospital of PSG Institute of Medical Sciences &
Research. It also has academic affiliations with PSG College of Nursing, PSG College of Pharmacy
and PSG College of Physiotherapy. The hospital provides the clinical resources for the
undergraduate and postgraduate programmes of these institutions.

5. • Organ Transplant centre
• Dialysis unit
• Cath Lab
• Labor and Maternity
• Pulmonary unit
• Dedicated Health check up Department
Support Services
• Blood Bank
• Medical Records Department
• Pharmacy
• Patient education and Counseling
• Patient welfare and Grievance Redress
• Dietary services
• Housekeeping and laundry
• HMIS & Maintenance
• Biomedical engineering
• Bio Medical waste Management
• CSSD
• Safety and Security

6. Specialties @PSG Hospital
• Anaesthesiology
• Dental Surgery
• Dermatology
• ENT,Head and Neck Services
• General Medicine
• General Surgery
• Obstetrics & Gynaecology
• Ophthalmology
• Orthopaedics Trauma
• Psychiatry
• Paediatrics
•Radiology & Imaging TB &
Chest
•Gastroenterology
•Nephrology
•Neurosurgery
•Neurology
•MedicalOncology/Hemato-
Oncology
•Paediatric Surgery
•Physiotherapy
•Plastic Surgery
•Pulmonologist
•Urology
•Yoga & Naturopathy
•Rheumatology
•Hepatic-Pancreatic-Biliary Surgery
& Liver Transplant Surgery

7. Introduction: Marketing (What, Why , How)
What?
 Managing Profitable relationship with customers.
 Attracting New customers
 Retaining and growing existing customers.
Marketing is an organization function and set of processes for
creating ,communicating and delivering value to customers
and for managing customer relationship in ways that benefit
both organization and stakeholders.

8. Why?
 Create Public awareness
 Boost sale ,Increase profits
 Build organization reputation

9. Marketing Aim
Satisfaction Experience
Differentiation
and better sales
Where can we add more
value..??

10. How?
Marketing Strategies
(Multispecialty
Hospital)

11. Marketing Mix
Product Price Place Promotion People Process

12. Major products/services
Cardiology as core competency
Pediatric cardiology
Cardiovascular surgery
Neurovascular surgery
Orthopedics
Laboratory services
Radiology services
Urology
Emergency services
Trauma centre
Ambulatory care
Intensive care
Preventive Care

13. Price
•Competitive or value pricing ,initially less than competitors.
•Facility to pay online, net banking , credit and debit banking
•No or minimal security deposit for credit or insurance facilities
•Easy facilities for refunds

14. Place
Can be explained in terms of
•Accessibility
•Acceptability

15. Promotion
Organizing events such as “Run for healthy heart “
Celebrating heart day, women's , fathers day, daughters day etc by offering
discounts.
Promotion through blood donation drives in association with community social
organizations.
Keeping various packages such as
Executive packages
Packages for women
Custom or tailor made packages
Family packages
Basic Preventive health checkup packages

16. People
•Tie up with Star doctors
•Good team of medical professionals ( Including Nurses & Paramedical staff)

17. Process
Billing
Admission
Discharge
Health Check up
OPD waiting
Lab test reports
Radiology Procedure and Reports

18. Marketing Strategies
 Pre commissioning(6 months prior)
 At the time of commissioning
 Post commissioning

19.  Recruitment of Administrator and marketing director etc
6 months prior to the hospital.
 Identify potential customers – Referral
doctors/Corporates
 Start circulating information about the Hospital
 Fixing of competitive price for each service
 Hold publicity campaigns
 Use of media and press release-
. Advertisement in local and national Newspaper, Radio &
TV station
Pre commissioning

20.  Have an easy to recall name
 Looks matter..(Green building)
 Designed for the disabled as well.
 Procure latest technology be it costly.
 CSR/Outreach campaigning
 'Max Healthy Neighborhood Programme‘
 Stay Healthy!! Promoting Wellness in Rural India –
2013
 Plant a tree this monsoon" Campaign
 Apollo Life Saver Training Program

21. At the time of commissioning
 Invite prominent personalities
 Invite local doctors
 Invite members of medical professional bodies
 Invite deans of medical and other paramedical
colleges.
 Invite senior physicians from the Corporate and head.
 Make brochures on services available
 Have a press conference
 Advertise in news papers
 Have a full media cover
 Have a web page ready.

22.  Website management
• User friendly & appealing
• Create a logo
• Picture gallery( events)
• Updated
• Locations
• Details of Services, Packages, timings
• Contact address and road map
• Quick response to Patient queries
• Make the reports available online
• feedback from patient
• Add a blog to the site
• Make yourself visible in top five results
• keep the track of people visiting your website

23.  Check your search engine optimization
 Gift packages of preventive health check ups
 Online payment and appointment.
 Be active & utilize social networking sites.
 Hospital tour
 Query option to get a no-obligation second opinion from
expert doctors
 Testimonial videos of patient experience.
 Web chat
 Videos on you tube.
 Help in patient’s support group chat.

24. Post commissioning
 Make admission easy.
 Online and easy appointment.
 Online/ credit/ debit payment.
 Bank /ATM facility
 Waiting lounge be big with all facilities
(Internet, charging, café, television, projectors
displaying mission, vision, doctors profile etc)
 Regular camps in surrounding district.
 Public speech and relations.

25.  SMS reminders.
 Smart card for OPD patients.(ease for the patient)
 Online reports.
 Invite and encourage suggestions and feedbacks from
patients, staff..
 Reward best suggestion with 50% off on health check
up.
 Training the staff on soft skills as well.
 Clean and tidy uniforms to staff.
 3 time meal to attendant as well (twin and single
sharing)
 Link with recognized NGOs.

26. To maintain customer base:
 Patient satisfaction survey(inpatients)
 Managers meeting the patients/relatives
 Have a public relation/ customer service department.
 Maps and signage on every floor and lifts.
 Dedicated lifts for patients/relatives.
 Touch screen machines to direct the way and providing information.
 May I help you desk
 Pick up and drop facilities for regular patients.
 On phone psychological and assistance services.
 Form support groups (Stroke support group, Fighting Obesity together, Say
Mumma etc)
 Children’s play room.
 Facility of crèche.
 Dialysis facility at home/ pick up for regular dialysis kind of patients.

27. To encourage corporate and insurance tie ups:
 Discounted packages for executives.
 Assistance and dedicated person assigned for complete
check up.
 Separate desk for insurance claim settlement.
 Free tea/coffee after every two hours or so.

28. To attract the doctors:
 Magazine adds.
• Publish the articles about the services and technology
that you have.
• Make them newsworthy by connecting with some local
concern. e.g. Digital mammography & Breast cancer
 Regular CMEs and seminars to be in lime light
 Interaction with the media and newsletter.
 International tie ups and conferences.
 Provide opportunity for fellowships.

29. To encourage referral:
 Design your referral policy.
 Provide facilities for the external doctors/ corporate
doctors visiting the patient.
 Recognition and Rewards
 Magazines to promote the services in hospital and
health related issues.
 Have satellite clinics in neighboring districts.

30.  Keep the employees (security to top
management) informed.
 Internal communication needs to be strong.
 Have an anthem, mission, vision lived by all.
 Induction programmes for new and regular
training for old employees.
 Encouraging staff’s feedback and suggestion.
 Bulletins and Posters about new services etc.
 Empowering employees and appreciating.
Internal marketing

31. Employees and customer interaction.
 Train the employees coming in direct contact
with the patient
 Receptionist
 Nurses
 Doctors.
 Technicians
 House keeping staff

32. Art & culture
Heritage sites
Adventure
Healing
l
Explore the diverse
and vibrant India...
MEDICAL TOURISM

33. Prerequisites.
 Accreditation is mandatory.(NABL,CAP,
NABH, ISO,JCI, etc)
 Tie-up with Foreign Institution
 Accreditations and awards.
 Foreign Insurance company tie-ups
 Providing packages.(visa assistance, flight ticket, ambulance
pick up and drop, hotel reservations, hospital stay)
 Internet access in room.
 Have language interpreter/translator.
 Choice of international cuisine.
 Ground Transportation
 Toll free Number for international patients and website
manangment

34. Add ons.
 Fully equipped Gymnasium and Spa for health
and wellness
 Several Art ‘n’ Health programmes to recuperate
 A mini theatre to de-stress

35. Branding
 Branding helps build customer loyalty
 Branding influences purchasing decisions by
occupying a place in the mind.
 Branding - ( make a difference)
 Marketing cultivates customers
 Marketing promotes a brand’s products or
services in the market
 Marketing can influence a customer’s immediate
decision to purchase

36. Branding
• Getting a doctor of high repute associated with
hospital ,it will increase brand equity.- physician
branding
• Getting a celebrity brand ambassador to
promote health awareness programme.
• Marathon for a social Cause
• In film branding – three idiots
• Appealing and attractive Logo and tag line
• Acquire accreditations such as NABH, NABL,
HACCP, CAP, ISO in future as well as to acquire
major awards in the industry

37. Branding
 Continuous quality improvement philosophy
 Adapting feedback and suggestions
 Keep the track of patients and volume.
 Keep analyzing your marketing strategy in terms
of number( profit, no: of patients)
 Scrutinize the feedback and the suggestions.
 Understand the wrong and appreciate the right
strategy.
 Keep changing the strategy.
Change is only permanent

38. SWOT Analysis
Strength
•Well established name(PSG group)
•Good financial resources
•Latest equipment.
•Committed employees
•Good infrastructure
• Quality services
•Accreditation
Weakness
•Seeking better corporate tie up
•Setting competitive prices.
• Weak referral?
• Manpower
Opportunities
•Rise in medical tourism
•Rapid growing market
•Increase in percentage of insured
•Increasing income
•Ageing population
•Increase life style related diseases
•One billion US $ FDI inflowing healthcare
industry
Threats
•High attrition rate
•Threat of new and existing players
•Rivalry amongst competitors
•Constant government regulation
•Entry of foreign investors

39. Thank you