This document discusses marketing issues for hospital managers. It defines marketing as a social and managerial process to obtain needed products and services through creating, offering, and exchanging valuable products. The marketing mix of product, price, promotion, and place is explained. Marketing for hospitals involves market research, assessing performance and the environment, developing strategy and tactical plans aligned with objectives and the external environment. The document outlines tasks for marketing like defining objectives to encourage preventative care but discourage unnecessary visits. It also discusses business to business marketing and how hospitals can develop linkages to increase productivity, revenue, and efficiency.

1. Marketing Issues for Hospital
Managers

2. Objectives of this Lecture
To understand the meaning of Marketing in
field of health and hospital management
Understand the Dynamics of Health Care
Marketing
Understand the Analysis of Competitive
Position
Understand the Issues involved in Health
Marketing

3. What is Marketing
Sometimes perceived as glorified public
relations
In terms of sales and promotional activities
As a result many hospitals have developed
marketing strategy in a vacuum or possibly
worse, have failed to develop a cohesive
and comprehensive marketing strategy at
all.

4. Marketing Definition
Marketing is a social and managerial
process by which individuals and groups
obtain what they need and want through
creating, offering, and exchanging products
of value with others.

5. Marketing Mix
Product or Service
Price
Promotion
Place (Thought of as Distribution and
Access)

6. What is included in Marketing?
Marketing is a process that involves performance
of market research, assessment of internal
performance, an environmental market scan, the
collection of marketing intelligence and other
relevant data, careful analysis of all available data,
coupled with the consideration of organization’s
strategic plan, and finally the development of
marketing strategy and tactical marketing plans.

7. Marketing and Strategic Planning
Strategic Planning is the effort to align the
organization’s mission, resources and
capabilities with its external environment,
its current and potential markets, and its
competition

8. Marketing Mission and Objectives
Function of health care marketing is
difficult to define
Historically have attempted to increase the
volume and usage of hospitals or services
Current and future objectives may be to
minimize volume and use and, as a result,
cost.

9. Tasks of Marketing Function
One of the tasks of marketing function is to define
carefully the full range of its objectives
It is necessary to encourage visits for preventive
care and early diagnosis of disease, but to
discourage visits for certain nonacute symptoms.
Each of these objectives even if directed at the
same market or individual customer, may require a
different marketing strategy.

10. Business to Business Marketing
Basic aim is to increase productivity,
efficiency and cut costs.
Usually seen in form of joint ventures or
projects.
Traditionally seen in the Pharmaceutical
Industry.

11. Hospitals and Marketing
Hospitals can develop horizontal linkages
with organizations, with which they can
trade their services in exchange for others.
Marketing of services can increase your
revenue base and efficiency.

12. How can Health Managers
Market?
Know your best services (products) which
you can market.
Know your customer, the one who would
like to be interested in your services.
Develop a marketing plan.
Review constantly.