Professional Documents
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Marketing in Health Care: Presented by
Marketing in Health Care: Presented by
Presented by
Guru.K
Manager Marketing
Dr.Agarwals Eye Hospital Ltd.
Chennai
What is marketing?
Product Mix
Price Mix
Promotion Mix
Place Mix
Product Mix
Brand
Style
Colour
Design
Product packaging
Price Mix
Pricing Strategy
Pricing Policy
Basic Price
Terms of Credit
Discounts
Promotion Mix
Personal Selling
Advertising
Publicity
Sales promotion
Place Mix
Whole salers
Retailers
Mercantile Agents
Physical Distribution
Evolution of marketing
Product emphasis
Sales approach
Marketing or client approach
Segmentation Rural & Urban
Market
Existing New
new existing
new Market Product
Penetration Development
Markets
Existing competitors
New entrants
Threat of substitution
Strategy and planning
Corporate goals
Identify a target market
Develop a marketing plan
Marketing plan
Executive summary
Situation analysis
Objectives and goals
Action plans
Budget
Evaluation
Some examples...
Coca-cola
Star Wars
International Bloopers
Situation Analysis: Internal
Marketing specific issues
Marketing resources
Financial resources
Human resources
Senior management support
Political factors
SWOT Analysis
S = strengths
W = weaknesses
O = opportunities
T = threats
Questions to ask
What changes and trends are taking
place?
How will these affect us?
What opportunities do they bring?
What are the barriers to entry?
Adapting CRM Strategies for the
Healthcare Market
Healthcare Marketing
is Changing
Public Health
Programme Perspective
Sustainability
Public Health Perspective:
Increasing backlog of Blindness
Low levels of eye care services e.g. CSR
in the Region varies from 500 to 3,500
Crucial to reduce the blindness rate
High geographic & gender disparities both
in the coverage of service as well as in the
quality of eye care.
Demographic transition issues
Commitment to VISION 2020-The Global
Initiative
Programme Perspective
Rising costs of equipments & other
resources
Need to have economies of scale (lower fixed
costs) to sustain
Increase resource utilization due to scarcity
Availability and Affordability of eye services
Make eye care programme effective and
efficient
New services coming to the forefront
Sustainability Perspective
Increasing patient awareness and technology
acceptance
Government as well as the voluntary sector is
under increasing pressure to meet costs.
International NGOs support for operating
expenses have lowered.
Developing a differential price mechanism and
other strategies to become self-sufficient
through user fees and attracting paying
patients.
Private practitioners have also recognised that
goodwill of the community increases their
clientele.
Services
Unique characteristic - 1
INTANGIBILITY
Customer is unable to experience
theproduct prior to purchase
Services
Unique characteristic - 2
PERISHABILITY
Cant be stored
Services
Unique characteristic - 3
INSEPERABILITY
Production & consumption
happen at the same place and cannot
be separated
Services
Unique characteristic - 4
VARIABILITY