This document discusses the role of marketing in the healthcare industry. It begins by defining healthcare marketing as using traditional marketing principles to promote public health. It then discusses the key aspects of the marketing strategy known as the "4Ps" - product, place, promotion, and price. The document also outlines several healthcare marketing strategies such as branding, improving patient experience, using social media and search engine optimization. It emphasizes that marketing is important for healthcare providers to engage patients, build loyalty, educate the public and scale their brand reach.
This document discusses the role of marketing in the healthcare industry. It begins by defining healthcare marketing as using traditional marketing principles to promote public health. It then discusses the key aspects of the marketing strategy known as the "4Ps" - product, place, promotion, and price. The document also outlines several healthcare marketing strategies such as branding, improving patient experience, using social media and search engine optimization. It emphasizes that marketing is important for healthcare providers to engage patients, build loyalty, educate the public and scale their brand reach.
This document discusses the role of marketing in the healthcare industry. It begins by defining healthcare marketing as using traditional marketing principles to promote public health. It then discusses the key aspects of the marketing strategy known as the "4Ps" - product, place, promotion, and price. The document also outlines several healthcare marketing strategies such as branding, improving patient experience, using social media and search engine optimization. It emphasizes that marketing is important for healthcare providers to engage patients, build loyalty, educate the public and scale their brand reach.
This document discusses the role of marketing in the healthcare industry. It begins by defining healthcare marketing as using traditional marketing principles to promote public health. It then discusses the key aspects of the marketing strategy known as the "4Ps" - product, place, promotion, and price. The document also outlines several healthcare marketing strategies such as branding, improving patient experience, using social media and search engine optimization. It emphasizes that marketing is important for healthcare providers to engage patients, build loyalty, educate the public and scale their brand reach.
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Institute of Science &Technology
CA1 Examination For Odd Semester-2022
TOPIC NAME- Role of marketing in healthcare industry
Presented By
Name: RITTIK SHEE
Roll No: 32109322005 Paper Name: Marketing and Strategic Management Paper Code: MHA(N)306 Semester: 3RD Department: MANAGEMENT What is healthcare marketing? Health marketing is an approach to public health advancement that appeals to traditional marketing principles and theories alongside science-based strategies to protect and promote the health of diverse populations. It means creating, communicating, and delivering messages for the public on prevention, health promotion, and health protection. It is one of the ways advancements in medicine and health-protecting services, such as insurance, are made widely known. The marketing strategy contains the traditional "4Ps" of marketing, namely: • The "product" is what the company is trying to sell to consumers. • The "place" which refers to the access to this procedure. • "Promotion" describe to creating awareness and hence demand. • "Price" refers to the rate of the procedure e.g. money, time, reputation, etc. Types of Hospital Marketing
• Marketing of hospital services can be executed
offline and online, organic to gain prospects. • Offline channels include print advertising, medical camps, brochures, awareness programs & radio • Online, Website with chat, Facebook, youtube channels, SEO to enhance your hospital visibility • Organic, Invest on Patient referrals which is a integral source of bringing new patients Benefits of Hospital Marketing
• Better competitive advantage results in increased
acquisition of patients • Increased visibility • Focused patient engagement with relevant, personalized & timely outreach • Improved patient retention and loyalty • Connect with patients across multiple channels • Reduced miscommunication / misinformation • Improved reputation management Is hospital marketing important?
There has been a dramatic shift in the hospital industry
to focus more on consumers, since patients are now more involved with their own health, providers must focus on how they can engage their target audience directly. Healthcare marketing solutions can help you acquire new patients on a regular basis so that your practice can achieve a profitable growth. Moreover, it supports this transition to value-based care by educating patients by providing high-quality patient experience. This helps to achieve better health outcomes, while generating revenue. Healthcare marketing strategies
• 1. Consistent healthcare branding
• 2. Refining the patient experience • 3. Mobile-friendly platform • 4. Search engine optimization • 5. Maximizing healthcare marketing with online advertising • 6. Harnessing social media • 7. Gathering reviews and testimonials • 8. Receiving feedback and demonstrating action • 9. Investing in traditional media • 10. Target referrals Patient retention • Improving patient loyalty is nuanced. On the one hand, healthcare practices need patients to keep coming back to support their business goals. On the other, the best healthcare organizations make people healthy. In other words, good doctors work themselves out of business. • This apparent paradox underscores the importance of marketing in healthcare. Without proper communication, healthcare organizations will struggle to recruit new patients or benefit from the successes of former patients. • The best healthcare marketing strategies create processes that leverage patient reviews to attract high-quality leads and build patient loyalty (without depending on people to stay sick). The importance of marketing in healthcare for patient communication
• According to a Gallup Poll, patient loyalty depends on two
areas of healthcare: patient perception of quality and processes. Healthcare marketing is essential to both of these areas. • A well-designed website helps patients find the resources they need. Mobile-friendly apps allow patients to engage meaningfully from their smart phones. Follow-up emails containing surveys give patients a chance to communicate unmet needs or provide positive reviews. • An omnichannel healthcare marketing strategy is foundational for patient communication, and that’s vital for patient loyalty. Educate your patients
• Modern healthcare consumers have an enormous wealth of
information available at their fingertips. For many people, this bank of knowledge is overwhelming. Your prospective patients want credible information from industry leaders, but they don’t know who to trust. That’s where you come in! • Connecting patients to educational healthcare information drives home the importance of marketing in healthcare. Your healthcare organization is comprised of personnel, technology, medicine, and research. Creating high-quality content showcasing your expertise educates patients and boosts your website’s SEO quality. • Patients who see and experience your content will feel safe trusting their health in your hands. Think of your patients as brand ambassadors who might share your content (and your brand) if your materials excite them. Scale the reach of your healthcare brand
• If you identify with the following statements, you innately
sense the importance of marketing in healthcare: • You don’t have an in-house marketing team. • Your marketing efforts are unplanned, absent, or incohesive. • You’re ready to launch a new healthcare service line or medical product. • Your target market has changed, but you aren’t sure how to change your message. • You know there are more patients in your area, but you don’t know how to find them. Thank You