This document discusses marketing techniques and management systems for hospitals. It covers identifying customer needs, developing programs and services to satisfy customers, and performing SWOT and PEST analyses. Various marketing strategies are presented, including the four Ps of marketing (product, place, price, promotion), addressing variables like patients, physicians, employers and lack of patient knowledge. The importance of marketing and management for hospital revenue generation is emphasized.

1. Presented By:
Praneeth K (MHA)
Heena Vasdev (MHA)
Bakul Arora (MHA)
Shiv Yadav (MHA)
Bandana Sahoo (MBA HHM)
Ankur Khurana (MBA HHM)
Prachis Jain (MBA HHM)

2.  Hospital marketing techniques and management.
 Concept of Hospital marketing.
 How to ascertain the best benefits obtained without
much investments through marketing concept and
management system.
 Assessing the possibility of applying any other
marketing techniques and management system.
 SWOT & PEST Analysis in Hospitals.

3. Identify the
Customer Needs
Develop
Programs
and
Services
Satisfy
Customers

4.  Variables Included:
◦ Patient,
◦ the physician,
◦ the employer,
◦ the conflicting roles of the physician,
◦ lack of knowledge of the relationship between many healthcare
services and their personal needs.

5. Marketing of healthcare services encompasses the analysis & management
of four factors (also called the four P's) essential to the delivery of health
care:-
 Product i.e. the type of health care service to be offered
 Place i.e. how the service will be delivered to the patient, location and
mode of access.
 Price, often much bigger than the money price- which the patients pays in
terms of pain, sufferings and rude treatment at the hands of hospital
personnel
 Promotion i.e. how and what the prospective patient learns about the
organization and the services it offers.
 Some marketing experts however feel that a fifth P for successful
marketing is Public relations. Good public relations build up goodwill and
an image to influence opinions, which ultimately lead consumers to choose
the hospital and its services.

7. Hospital for what popularity’
notice
distribution,
poster display
and affixing etc
card board
printing and
circulation,
pamphlet
printing and
circulation
News paper
advertisement,
television, radio,
internet mode of
publicity
MindsetofPeopleforTheHospital

8.  This can be done through the expert committee
consisting of the doctor’s team or the team trained
to explain the various updates.
 This process would enhance the relationships
between the doctors, hospitals and the patients

9.  It is important to explain the public or make them to
aware that the your hospital is equipped with modern
equipments and technology in order to ensure that they
are better than the competitors and on par with the
International standards and quality consciousness.

10.  Only in the medical profession the name and the fame
of the doctors profile is considered as equivalency of
the God’s grace.

11.  Are the primary concern about the medical care’s
marketing system and technique.
 Involves large number of people watching all over the
world and clarifying their doubts irrespective of the
doctors and the patients especially

12.  Medanta- the Medicity
 Artemis
 Global Hospital
 Fortis
 Rockland
 Apollo
Have had a good result of patients
management through media interviews and
concerns.

13.  Political Analysis : The government is reducing its hold
on subsidies. There are particular pressure groups
which tend to have an influence on government
hospitals The cost of medicines also tends to affect
hospitals besides affecting the pharmaceutical
industries Relationships between neighboring countries
also affect the hospital sector

14.  Economic Analysis: Increase in income would lead to
an increase in the standard of living. Thus people’s
lifestyles changes and health is better understood. Thus
there is a room for specialized treatment, doctors, and
hospitals Government has made loans easily available
and thus people with limited means could avail
better/specialized treatment

15.  Social Environment Analysis : Medical facilities have
increased since there is more awareness of healthcare
among the population Certain percentages of beds have
to be kept for poor people. E.g. in Bombay 20% of beds
has to be kept reserved for poor people. Look after the
needs of local poor people. Teach hygiene, sanitation
among the poor masses. Safe disposal of hospitals
wastes like used injection needles, waste blood etc. and
taking due care of environment. Spreading awareness
about various diseases through campaigns and free
medical check ups.

16.  Technological Environment Analysis : Breakthrough
innovation in the field of specialized equipment
Communication has managed to bridge the gap
between places located at long distances Test tube
babies Mobility of medical services Mobile phones,
credit cards (for payment purposes) etc have made
doctors and medical facilities easily available

17.  Strengths:
1. Low cost of production
2. Large pool of installed capacities
3. Efficient technologies for large number of Generics
4. Large pool of skilled technical manpower
5. Increasing liberalization of government policies

18.  Opportunities:
1. Aging of the world population
2. Growing incomes
3. Growing attention for health
4. New diagnoses and new social diseases
5. Spreading prophylactic approaches
6. Saturation point of market is far away
7. New therapy approaches
8. New delivery systems
9. Spreading use of Generic Drugs
10. Globalization
11. Easier international trading
12. New markets are opening

19.  Weakness:
1. Fragmentation of installed capacities
2. Low technology level of Capital Goods of this section
3. Non-availability of major intermediaries for bulk drugs
4. Very low key R&D
5. Low share of India in World Pharmaceutical Production
(1.2% of world production but having 16.1% of world''s
population)
6. Very low level of Biotechnology in India and also for New
Drug Discovery Systems
7. Lack of experience in International Trade
8. Low level of strategic planning for future and also for
technology forecasting

20.  Threats:
1. Containment of rising health-care cost
2. High Cost of discovering new products and fewer
discoveries
3. Stricter registration procedures
4. High entry cost in newer markets
5. High cost of sales and marketing
6. Competition, particularly from generic products
7. More potential new drugs and more efficient therapies
8. Switching over form process patent to product patent

21. The economic conditions of any organization
depends largely on the system of marketing
techniques. Proper marketing techniques and
management systems are like an engine to an
hospital what so ever the medications and
infrastructure that the hospital have. Therefore
it is important and inevitable for revenue
generation, the various techniques to be
followed for the successful process of a
hospital.

22. THANK YOU