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    Rittik Shee Mha (N) 306

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    R Shee
    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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    Rittik Shee Mha (N) 306

    Uploaded by

    R Shee
    21 views11 pages
    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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    RITTIK SHEE MHA(N)306

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    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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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    21 views11 pages

    Rittik Shee Mha (N) 306

    Uploaded by

    R Shee
    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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    of 11

    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

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