MDH hospital aims to serve nearly 3 million people by 2010 and specialize in fast-growing alternative healthcare. It will provide quality care using new equipment and trained staff. The marketing plan includes strategies to increase revenue 25% through promotions, media, PR, customer relations and outreach. Key objectives are to increase cash and credit patients as well as referrals by 25% and attract new insurance companies.

1. Mohamed Refaat, MBA

2. Executive Summary By December 2010, MDH will be serving about 2,980,154 populations. It will specialize in the fastest growing alternative health care specialties. It will provide quality healthcare services to people of all ages. Also it will utilize new equipment and a trained staff, able to care for the individual needs of every patient that enters the Hospital. This marketing plan will include: Vision & Mission SWOT Analysis Marketing Strategy Marketing Objectives Sales Objectives

3. Sales Targets Sales Promotion Strategy Sales Promotion Calendar Media Strategy Media Calendar PR Strategy PR Calendar Customer Relations Strategy Customer Relations Calendar Outreach Strategy Outreach Calendar Community Programs Strategy Community Programs Calendar Initiatives to increase the existing customer base Initiatives to increase the new customer base Marketing Audit New projects initiatives

4. Vision: MDH will be one of the health care leaders in the Eastern Province providing exceptional medical care and service for every patient, every day, in a patient-centered, family-focused environment. Mission: To help MDH achieve their most ambitious marketing goals and strategic communications objectives through providing strategic counsel, creative solutions and timely, responsive activities , strong marketing concepts and excelling at customer service.

5. Internal Analysis SWOT Analysis Strengths - Long History - Downtown Location that easily reachable. - Medical specialties - ERP Weaknesses - Inpatient accommodation facilities that don’t meet their expectations. - Inadequate PPM for existing equipments. - Shortage of medical equipments Lacking of sub specialties. Ambulance car. Opportunities Pre planned future expansions. Fast growth of medical insurance business. Attracting new specialties and subspecialties. - Conference room facility/ Education and training. - Re activation of IVP programs. Providing competent high quality services. Increasing cash patients through ministries promotion program. Threats - Lacking of International accreditations. - Decreasing rate of cash patients. - Competitors price war. Governmental Hospital competition threats: - Sophisticated equipments. - Free of charge medical services. - Competitive salaries for MS. - Lacking of IVP programs.

6. Marketing Strategy To Increase our overall revenue at all targeted segments by 25%. To Increase number of referrals of companies, private hospitals and polyclinics by 25%. To provide competent and comprehensive, efficient and reliable services, which is going to strengthen relations with our clients and community.

7. Marketing Objectives - 2010 To Increase our overall revenue at all targeted segments by 25% To Increase number of referrals of companies, private hospitals and polyclinics by 25%. To provide competent and comprehensive, efficient and reliable services, which is going to strengthen relations with our clients and community. To attract additional insurance companies A & B categories. To put more concentration on RTA cases coming from governmental hospitals. To support higher management to establish center of excellence.

8. Sales Objectives - 2010 Target for the year 2010 SR.80,635,498 Millions (Sales objectives for MDH are 25% growth to be added to 2009) Breakup Target 2010 % age contribution 2009 Actual Best of last five years Cash 24,834,878 % 31 16,896,341.00 16,896,341.00 Credit 55,800,620 % 69 40,668,494.00 40,668,494.00

9. Sales 2009 (in Millions) Segments Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Cash 1,656,543.45 1,223,667.25 1,151,106.75 1,248,244.10 1,195,095.45 1,035,804.60 1,057,729.95 1,284,650.65 873,328.43 1,179,516.33 1,282,366.00 1,253,611.00 16,896,341.00 Credit 3,966,059.16 4,441,864.61 4,186,233.61 4,546,582.66 4,470,706.67 4,627,131.22 4,487,910.89 4,013,525.96 3,121,552.97 4,377,071.84 3,881,271.00 3,492,397.00 40,668,494.00 Monthly Total 5,622,602.61 5,665,531.86 5,337,340.36 5,794,826.76 5,665,802.12 5,662,935.82 5,545,640.84 5,298,176.60 3,994,881.40 5,556,588.17 5,163,637.00 4,746,009.00 57,564,834.00

10. Sales Targets 2010 (in Millions) Segments Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Cash 2,070,543.45 1,528,667.25 1,438,106.75 1,560,244.10 1,1493,095.45 1,293,804.60 1,321,729.95 1,605,650.65 1,091.425,43 1,473,516.33 1,602,957 1,567,013 21,120,42 Credit 4,957,059.16 5,551,864.61 5,232,233.61 5,682,582.66 5,587,706.67 5,783,131.22 5,608,910.89 5,016,525.96 3,901,552.97 5,471,071.84 4,851,588 4,365,496 50,835,567 Monthly Total 7,027,602.61 7,081,531.86 6,671,340.36 7,242,826.76 7,081,802.12 7,077,935.82 6,931,640.84 6,622,176.60 4,992,881.40 6,945,588.17 6,454,546 5,932,511 80,635,498

11. Sales 2009 (in Numbers) Segments Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Cash 5719 5294 5836 5841 6015 5758 5230 5890 4644 6017 5599 5988 67831 Credit 17455 17247 19182 18642 17678 18060 17608 17060 12984 19656 16901 19181 212660 Monthly Total 23,174.00 22,541.00 25,018.00 24,483.00 24,699.00 23,818.00 22,838.00 22,950.00 17,628.00 25,673.00 22,500.00 25,169.00 280,491.00

12. Sales Targets 2010 (in Numbers) Segments Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Cash 7148 6617 7295 7301 7518 7197 6537 7362 5805 7521 6998 7485 84788 Credit 21818 21558 23977 23302 22097 22575 22010 21325 16230 24570 21126 23976 265825 Monthly Total 28,967.00 28,176.00 31,272.00 30,603.00 30,873.00 29,772.00 28,547.00 28,687.00 22,035.00 32,091.00 28,125.00 31,461,00 350,613,00

13. Action Plan Attracting new categories of charge patients with new policies to be gained from insurance companies. Intensive media campaign for the new medical Depts. Intensive out reach schedule for low revenue Dept doctors. Increasing sales calls for sub insurance companies and GOSI. Arranging for medical specialties clubs annual plan.

14. Sales Promotion Strategy Objectives: Increasing the number of cash patients. Maximizing total revenue. Attracting new customer segments

15. Sales Promotion - Results Expected Results: Total Incremental Revenue -SR. 8,000,000 (in Millions) Cash - SR. 4,500,000 (in Millions) Credit - SR. 3,500,000 (in Millions) Total Increment in Number of Patients – 280,491 Numbers Cash - 67,317 Credit - 213,173

16. Sales Promotion Expected Expense: Total expected expense for sales promotion -SR. 85,000 Expected Expense for Sales promotion (Cash) – SR. 20,000 Expected Expense for Sales Promotion (Charge) - SR. 20,000 Expected Expense for sales promotion (insurance) - SR. 40,000 Expected Expense for sales promotion (customer segments) – SR. 5000

17. Sales Promotion Calendar – 2010 (Hospital Level) There is a lot of promotions planned for 2010: 1.Sales promotion programs which is customer relationship building. a. Discounts b. Free services 2.Business promotion program.

18. Sales Promotion Plan – 2010 (Hospital Level Promotion) Sl.No Promotion Details Period From - To Expected Revenue Incremental Revenue Expected Expense 1 Pre Marital Examination 1Jan -31Dec 250,000 248,000 2,000 2 Antenatal Care 1July –31 Dec 350,000 347,000 3,000 3 Second Opinion Cases(Cash patients) 1Jan -31Dec 250,000 248,000 2,000 4 Off Days 1July -31Dec 500,000 482,000 18,000

19. Sales Promotion Plan – 2010 (Cash Patients) Sl.No Promotion Details Period From - To Expected Revenue Incremental Revenue Expected Expense 1 3 Ministries Discounts 1March -31 Dec 500,000 490,000 10,000 2 General Checkup 1Jan -31Dec 200,000 195,000 5000 3 Antenatal Care 1July -31Dec 350,000 340,000 10,000 4 Off Days 1Jan -31Dec 500,000 485,000 15,000 5 International Days 1Jan- 31 Dec 100,000 95,000 5000

20. Sales Promotion Plan – 2010 (Charge) Sl.No Promotion Details Period From - To Expected Revenue Incremental Revenue Expected Expense 1 Second Opinion Cases coming from Insurance Companies Twice a year 250,000 240,000 5,000 2 3 4

21. Sales Promotion Plan – 2010 (Customer Segments) Sl.No Promotion Period From - To Expected Revenue Incremental Revenue Expected Expense 1 Philippines Week 12 – 18 June 20,000 18,500 1,000 2 Egyptian Week 23 - 30 July 25,000 23,500 1,000 3 Pakistani Week 14 – 20 August 50,000 13,500 1,500 4 Indian Week 15 – 21 August 50,000 13,500 1,500 5 Sudan's Week 1-8 January 25,000 23,500 1,000

22. Sales Promotion– 2010 (Effectiveness Evaluation) (Tools to evaluate its effectiveness) Growth in number of patients. Growth in total revenue. Cost- Benefit analysis. Attendees response.

23. Media Strategy Objectives To improve the awareness level of the customer about our new services. To have a continuous communication channels with the customers. Results Supporting Medical departments in planning and achieving their media activities.

24. Media Budget Total Media Budget - SR. 300,000 TV - SR. 00 Press - SR. 150,000 Outdoor - SR. 30,000 Indoor (internal Communications) - SR. 120,000 Internet - SR. 00

25. Media Calendar – 2010 Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TV ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ Press (Newspaper) Dr.Loay Dr.Ihab Dr.Nadia CT Dr.Ihab Dr.Loay Dr.Manouj Outdoor (egs: billboards) MDH billboards MDH billboards MDH billboards MDH billboards Indoor (eg: Al Akbar) MDH Akhbar MDH Akhbar MDH Akhbar MDH Akhbar Internet OK OK OK OK OK OK OK OK OK OK OK OK

26. Media Calendar – 2010 Press Newspapers/Magazine Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec MDH Newsletter OK OK OK OK Al-youm newspaper OK OK OK OK OK OK OK OK OK OK

27. Media Calendar – 2010 Outdoor/Indoor Locations & Indoor materials Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Main Reception Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Male waiting areas New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters Female waiting areas New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters

28. Media Calendar – 2010 Internet Websites details Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Existing services OK OK OK OK OK OK OK OK OK OK OK OK New services OK OK OK OK OK OK OK OK OK OK OK OK New doctors updating OK OK OK OK OK OK OK OK OK OK OK OK Registrations ------ ------ ------ ------ ------ ------ ------ OK OK OK OK OK

29. Tools to evaluate the media effectiveness (Tools for evaluate the effectiveness of media activities) Growth in number of patients. Growth in Revenue. Awareness growth about the hospital services

30. PR Strategy Objectives Building good relations with publics by obtaining favorable publicity. Building up a good hospital image. Heading off unfavorable rumors and events. Results Creating and placing newsworthy information in the news media. Building and maintaining relations with government officials. Building and maintaining relations with donors or members of nonprofit organizations to gain financial or volunteer support.

31. PR Calendar – 2010 Activities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec School Visits Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok Woman Day 8th Civil Defense Day 12th Health care Day 7th Dental are Week 7th Mother Day 10th Family Day 15th Stop Smoking Day 31st Drugs Stopping Day 26th Children Day 7th Behavioral health Day 10th

32. Activities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Diabetic Day 14th Aids Day 1st Handicapped Day 3d Police Day 18th

33. Customer Relations Strategy Objectives for 2010 - Implementing CRM which will lead us: To improve the satisfaction level of the customer To minimized the complaint of the patients To make a continuous communication with the customers Results Building and maintaining profitable customer relationship. Delivering superior customer value and satisfaction. Customer equity which is the total combined customer lifetime values of all of the Hospital customers (The more loyal the hospital’s customers, the higher the hospital’s customer equity).

34. Customer Relations Calendar – 2010 Activities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Patient satisfaction Survey OK OK OK OK OK OK OK OK OK OK OK OK Client satisfaction Survey OK OK OK OK OK OK

35. Customer Relation – Activity Schedule Sl.No Activity Period Responsibility 1 Monthly party 1st Friday M. Refaat 2 Children club Weekly Mrs. Azza 3 4

36. Outreach Strategy Objectives Increase the business relationship with the referral doctors. Maximizing publicity of MDH through serving the medical field in the region. Expected Expenses SR. 4,000

37. Outreach program Calendar – 2010 Depts/Doctors Date of Visit Place Dr. Manoug Jan Indian School Dr. Reda A.Razak Dr. Heba Ashry Jan WAMY Dr. Loay Basiouny Dr. Nadia Tobgy Feb GOSI Dr. Tamer March GOSI Dr. M.Ismail March Cement Dr. M. Awady April STC Dr. Loay Basiouny April GOSI

38. Departments/ Doctors Date of Visit Place Dr. Saeed Iqbal Dr. Serine April Pakistani School Dr. A. Hameed May SCECO Dr. Mervat Dr. Heba Ashry May WAMY Dr. Bahaa June Al-Zamil Dr. Malak June Saudi Airlines Dr. M. Awady June SCECO Dr. Gamal A. Hameed July GOSI

39. Departments/ Doctors Date of Visit Place Dr. Loay Basiouny Sep GOSI Dr. M.Ismail Sep Saudi Airlines Dr. Reda A.Razak October Beauty Forum Dr. M. Ashraf October Pakistani School Dr. Atiya November Al-Rashid Dr. Talaat November Indian School Dr. Loay Basiouny November GOSI Dr. M. Awady December Cement

40. Outreach Program – 2010 (Activity Plan) Sl.No Activity Area Expected Result (in Revenue) Expected Result (Qualitative) 1 Planned and arranged lectures & Clinics Al-Khobar 350,000 MDH Brand Awareness Publicity

41. Departments/ Doctors Date Place Dr. Loay Basiouny March Meridian Dr. Siddiqui April Meridian Dr. Zuhair Kayaly April Meridian Dr. Ihab Hekal May Meridian Dr. Nadia Altobgy May Meridian Dr. M. Awady June Meridian Dr. M Hindi June Meridian

42. Departments/ Doctors Date Place Dr. Sameer Maher September Meridian Dr. George Debsi October Meridian Dr. Gamal A.Hameed October Meridian Dr. Loay Basiouny November Meridian Dr. Siddiqui November Meridian Dr. Efat December Meridian

43. Community Programs Build stronger relationship with Eastern region community. Find a suitable way for management of all categories of patient as the hospital is considered one of the best health provider in Eastern area. Social responsibility towards the community. Effective tool for maximizing Publicity.

44. Expected Results Increased Healthcare community loyalty to the hospital. More awareness about our medical staff and facilities. Expected Expenses SR. 6,000

45. Community programs Calendar – 2010 Activities Date Pakistani Camp Jan 15 th Bangladeshi Camp March 5 th Women Intl Day March 8 th Civil Defense Day March 12 th Egyptian Camp March 19 th TB Intl Day March 24 th Sudanese Camp April 2 nd Healthcare Intl Day April 7 th Indian Camp April 9 th

46. Activities Date Philippine Camp April 23 rd Mother Day May 10 th Family Intl Day May 15 th Drugs Intl Day June 26 th Childhood Intl Day October 7 th Behavior health Intl Day October 10 th Diabetics Intl Day November 14 th Aids Intl Day December 1 st Handicapped Intl Day December 3 rd Police Intel Day December 18 th

47. Initiatives to increase the existing customer base Enhancing internal marketing activities. Giving more concentration in our news in media Intensive sales calls for the sub companies Sending SMS to existing patients to inform and update them about new services.

48. Initiatives to increase the New customer base Pain clinic Urdu Clinic Obesity clinic Geriatric clinic Psychiatry (Family Consultations) clinic

49. Marketing Audit A comprehensive, systemic, and periodic examination of the objectives, strategies, and activities to determine problem areas and opportunities and to recommend a plan of action to improve the marketing Department performance through: Marketing committee meetings Marketing review meetings Marketing Dept Reporting System.

50. New Project Initiatives-2010 Activities Jan Feb Mar Apr May June Jul Aug Sep Oct Nov Dec Responsible Person Psychiatry unit opening 1st Mohamed Refaat Pain clinic 1st Mohamed Refaat Geriatrics clinic 1st Mohamed Refaat Family Consult clinic 1st Mohamed Refaat Diabetic Foot Unit 1st Mohamed Refaat Check up programs Unit 1st Mohamed Refaat

51. OR Inpatient Rooms ERP Implementation Company Doctor Internal Auditor Admission Office Iqama tests BLS Center Reengineering Plan Staff Training Analysis (Receptionists) Other Points to be discussed

52. Thank You