Marketing & Patient Relations

Training for clinic proprietors, managers and

administrators

What is marketing?
Marketing is all about how to get the
right clients
and how to keep them!
It is about knowing what clients want
It is about redesigning the way health services are provided to better
serve the clients that you want to serve
It is about training staff on providing a satisfactory service
It is about creating publicity for your clinic

What is marketing?

Basic elements of marketing (5Ps)

5 Ps

1. (Product/) Service

Full range services

Specialized services
(Product/) Service differentiation

5 Ps

2. Price
Determining an appropriate price for the
clients you want to serve
Price sensitivity informs willingness and
ability to pay:
Consumers are more sensitive to simple
services
Consumers are less sensitive to complex
services
Providing a service for free can generate
positive perceptions amongst clients
But stay profitable

5 Ps

3. Place

Proximity
Physical location
Convenience
Ease of access to services
Referral networks

5 Ps

4. Promotion

Creates awareness
Persuade clients and create patient
flow/demand
Reputation management
Participation in health insurance program

5 Ps

5. People
Having the right staff is very important for
your clinic:
Right attitude and appearance
Develop different skills
Connect with your patients/consumers
Get loyal customers through positive
experiences
Remember: Other clinics can copy your
Product or have similar Pricing, but quality
health staff and a good reputation cannot
easily
be copied by competitive clinics, creating a
possible advantage
5 Ps

Thank you!