Marketing is communicating the value of healthcare services to patients to promote and sell those services. Marketing blends art and science and uses information technology. For hospitals, marketing is necessary in today's competitive world to answer questions about who they are, what services they offer, and at what cost. The six P's of marketing for hospitals are: product (services offered), positioning, pricing, promotion, people (patients and staff), and presentation of the hospital and services. Effective hospital marketing requires addressing all six P's through a variety of promotional activities tailored to the specific hospital.

1. Dr.Shirish Kumthekar.
Surgeon Oncologist Solapur.

2. What Is Marketing?
 Marketing is communicating the value of a
product, service or brand to customers, for
the purpose of promoting or selling that
product, service, or brand.
 Marketing blends art and applied science
(such as behavioural sciences) and makes
use of information technology

3. What is Marketing…..
In simple words …it’s a science and
art of promoting the sale of your
goods, services etc….with the sole
purpose of creating Brand identity
,increasing the client base, & most
importantly increasing the
profitability.

4. Is Marketing Necessary for
Hospitals!

5. Why Marketing……….?
 Hospital is a Health care delivery service provider.
 It offers curative / Palliative /Preventive Health
services as its product.
 Our clients are the patients who seek treatment .
 Our Patients (Clients) choose the Hospital/Doctor.
 These Patients Pay for the service directly/indirectly.
 We as Hospital owners “Earn” the money from them.
 Its obvious that our clients must know ,,who we are?
What we offer ? At what cost we offer?

6. Why Marketing Of Hospitals ?
 Marketing in today's Competitive world is an essential
activity to answer all the questions of ….
 1. Who we are?
 2.What we Offer ?
 &
 3. At what Cost we are offering these services?
 What is the “ USP “ of the Hospital?
 The End Result of all Marketing Activities is to make
our Hospital a profitable & successful venture.

7. 6 “ P” of Marketing .
 1. Product.
 2.Positioning.
 3.Pricing
 4.Promotion.
 In a service like Medical profession there are two
additional “P” required to be considered…..
 5. People.
 6.Presentation.

8. The First “P” = you & specialty.
 1.You.
 2.Your Specialty./ Degree etc.
 3.The services you are offering.
 Your marketing begins with YOU!
 The way you look, your dress, your speech/
communication.
 Discipline, (Time and Availability)
 The Clinic/Hospital building.
 Other many allied things..stationary, Car, etc.

9. The second “P” = positioning.
 How you present yourself in Practice?
 1.A General Practitioner/Family Physician.?
 2. A Specialist.?
 3. A Super specialist.?
 What “Pathy” you are practicing?
 Your Clinic= only O.P.D. / Day care?
 Your Hospital = General/ Specialty / Multispecialty.?
 The look of your Hospital?
 The area / community you are serving?

10. The Third “P” = Pricing!
 The most crucial factor in Marketing …….
 Are your services Affordable & justifiable……..
 Are you giving Value for money.
 Are you at par …….
 Pricing of your services depends on a number of
factors………..

11. The fourth “P” = Promotion.
 This is the most important activity in marketing..
 1. Advertising your services………!
 What about ethical guidelines….??????
 Subtle & aggressive = Push / Pull marketing.
 Word of mouth = from patient to patient.
 Diagnostic Camps ?
 Local media Publicity.
 Paper publicity.
 Sign boards.

12. Promotion…….
 Arranging Seminars, Discussions & Conferences.
 Visits to peripheral areas.
 Social participation.
 Class practice or Mass practice ?
 Appointing P.R.O.
 Creating a network of Referral colleagues.
 Offering Incentives to Patients And colleagues.

13. The fifth “P” = People
 The Patients….with whom you deal.
 The people with you …the nursing /paramedic and the
allied staff.
 The people around you… your colleagues and
community.

14. The sixth “P” … Presentation.
 You.
 Your clinic/Hospital.
 Your people.
 Your papers.

15. To Summarize…….
 Marketing you & your Services is an integral part of
our profession.
 Without active marketing efforts, successful practice
can not be achieved.
 Marketing will have to be a planned activity.
 You have to spend money to do marketing.
 Marketing is a persistent & consistent activity.
 You will have to design your own model.
 You may seek help from professionals .

16. Thank You.