Marketing Your Healthcare Organization
Marketing Your Healthcare Organization
Marketing Your Healthcare Organization
Healthcare Organization
Is it really for YOU?
Dr. Hesham O. Dinana
Agenda
What is Marketing & What it is NOT
Is it Ethical to Market Medical Services
The Concepts of Marketing – S.T.P.
The Tools of Marketing – the 4Ps
The Key to Medical Marketing - Service Quality
Conclusions
Egyptian Marketing?
Selling
Public Relations
Advertising
Promotion
What is Marketing?
The identification of
customers’ NEEDS and
fulfilling them in a
profitable manner
(Almost) Anything Can be Marketed
Consumer
Consumer Business-
Business- Not-For-
Not-For- Idea,
Idea,
Goods
Goods to-
to- Profit
Profit Place,
Place,
and
and Business
Business Marketing
Marketing People
People
Services
Services Marketing
Marketing Marketing
Marketing
Major Criticisms of Healthcare Marketing
Marketing Wastes Money
Marketing is Intrusive
Marketing is Manipulative
Marketing will lower the quality
of health care
Marketing will cause health care
institution to compete
Marketing will create unnecessary
demand for health care
Why Marketing is For Everyone
“The purpose of a business
is to create a customer…
Marketing is not a specialized
activity…it is the whole
business seen from…the
customer’s point of view.”
If you focus on the patient and the patient’s needs you are practicing marketing concept
MYTHS & TRUTHS ABOUT MARKETING
Every member of a practice is a marketing specialist every day, whether consciously or unconsciously
2. Who cares?
Product
Product Price
Price
Good,
Good,Service,
Service,Idea,
Idea,Place,
Place,Person Assignment
Person Assignmentof
ofValue
Value
Tools
Tools that
that Are
Are Used
Used Together
Together toto Create
Create aa Desired
Desired
Response
Response Among
Among aa Set
Set of
of Defined
Defined Customers
Customers
Place
Place Promotion
Promotion
Availability
Availabilityof
ofProduct
Product Activities
Activitiesto
toInform
InformConsumers
Consumers
Product Mix length
Inpatient Ambulatory Health
Services Services Promotion
Cardiac (ICU)
(8 beds)
Five Patterns of Market Coverage
M1 M2 M3 M1 M2 M3 M1 M2 M3
P1 P1 P1
P2 P2 P2
P3 P3 P3
Product/market Product Market
concentration specialization specialization
M1 M2 M3 M1 M2 M3
P1 P1
P2 P2
P3 P3
Selective Full coverage
specialization
Resources of Medical Services
Technical Quality
– Physicians’ knowledge
– Ability to make correct diagnosis
– Therapeutic procedures
– Quality of the medical equipment
Service Quality.
– The physicians’ willingness and ability to communicate
with the patient.
– A culture of sharing information, and systems enhancing
a long-term doctor-patient relationship
Service Quality is IMPORTANT
Business with High Service Quality
have: