Marketing Quality

Marketing Your Marketing Your Healthcare OrganizationHealthcare Organization

Is it really for YOU?Is it really for YOU?

AgendaAgenda

What is Marketing & What it is NOTWhat is Marketing & What it is NOT Is it Ethical to Market Medical ServicesIs it Ethical to Market Medical Services The Concepts of Marketing – S.T.P.The Concepts of Marketing – S.T.P. The Tools of Marketing – the 4PsThe Tools of Marketing – the 4Ps The Key to Medical Marketing - The Key to Medical Marketing - Service QualityService Quality

ConclusionsConclusions

Egyptian Marketing?

SellingPublic RelationsAdvertisingPromotion

What is Marketing?What is Marketing?

TheThe identificationidentification of of customers’ customers’ NEEDSNEEDS and and

fulfillingfulfilling them in athem in a profitableprofitable mannermanner

(Almost) Anything Can be Marketed(Almost) Anything Can be Marketed

ConsumerGoods

andServices

ConsumerGoods

andServices

Business-to-

BusinessMarketing

Business-to-

BusinessMarketing

Idea,Place,People

Marketing

Idea,Place,People

Marketing

Not-For-Profit

Marketing

Not-For-Profit

Marketing

Major Criticisms of Healthcare Major Criticisms of Healthcare Marketing 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 EveryoneWhy Marketing is For Everyone

““The purpose of a business The purpose of a business is to create a is to create a customercustomer……

MarketingMarketing is not a specialized is not a specialized activity…it is the whole activity…it is the whole business seen from…the business seen from…the customer’s point of view.”customer’s point of view.”

If you focus on the patient and the patient’s needs you are practicing marketing conceptIf you focus on the patient and the patient’s needs you are practicing marketing concept

MYTHS & TRUTHS ABOUT MARKETINGMYTHS & TRUTHS ABOUT MARKETING EveryEvery member of a practice is a  member of a practice is a  marketing specialistmarketing specialist everyevery day, whether consciously or unconsciously day, whether consciously or unconsciously

What medical marketing can’t What medical marketing can’t dodo

Overcome unsatisfactory Overcome unsatisfactory or unpleasant experiences or unpleasant experiences in your practice. in your practice.

Overcome poor Overcome poor performance by you and performance by you and your staff. your staff.

Create a sudden and Create a sudden and incredible response. incredible response.

Create a demand for Create a demand for services where no services where no demand exists. demand exists.

Produce effective results Produce effective results if the message is if the message is misleading. misleading.

What medical marketing What medical marketing can docan do

Increase awareness in your Increase awareness in your market area and reach market area and reach newcomers. newcomers.

Encourage current patients to Encourage current patients to STAY. STAY.

Generate renewal and referral Generate renewal and referral patients. patients.

Increase patient volume for Increase patient volume for certain services and programs. certain services and programs.

Support volume at slow times Support volume at slow times of the year. of the year.

Improve the attitude and Improve the attitude and morale of you and your staff. morale of you and your staff.

““Life is too short to make Life is too short to make all the mistakes yourself”all the mistakes yourself”

Marketing ConceptsMarketing ConceptsThe Three Questions:The Three Questions:

1. Who are we?1. Who are we?

2. Who cares?2. Who cares?

3. How do we get our message out?3. How do we get our message out?

Marketing Tools: The Marketing MixMarketing Tools: The Marketing Mix

ProductGood, Service, Idea, Place, Person

ProductGood, Service, Idea, Place, Person

PriceAssignment of Value

PriceAssignment of Value

PlaceAvailability of Product

PlaceAvailability of Product

PromotionActivities to Inform Consumers

PromotionActivities to Inform Consumers

Tools that Are Used Together to Create a Desired Response Among a Set of Defined Customers

Tools that Are Used Together to Create a Desired Response Among a Set of Defined Customers

Product Mix length

Medical / Medical / surgicalsurgical

(45 beds)*(45 beds)*

ObstetricsObstetrics

(20 beds)(20 beds)

PediatricsPediatrics

(15 beds)(15 beds)

Cardiac (ICU)Cardiac (ICU)

(8 beds)(8 beds)

Emergency Emergency

(4 examining (4 examining rooms)*rooms)*

Walk-in clinicWalk-in clinic

Outpatient Outpatient therapiestherapies

Health Health education education sessions (5 sessions (5 Staff)*Staff)*

Health fairHealth fair

(30 exhibits)*(30 exhibits)*

Product line

width

Inpatient Inpatient ServicesServices

Ambulatory Ambulatory Services Services

Health Health Promotion Promotion

Five Patterns of Market Coverage

M1 M2 M3

P1

P2

P3

Product/marketconcentration

M1 M2 M3

P1

P2

P3

Productspecialization

M1 M2 M3

P1

P2

P3

Marketspecialization

M1 M2 M3

P1

P2

P3

Selectivespecialization

M1 M2 M3

P1

P2

P3

Full coverage

Resources of Medical ServicesResources 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 IMPORTANTService Quality is IMPORTANT

Business with High Service Quality Business with High Service Quality have:have:

–12% higher 12% higher returnreturn on sales on sales

–6% faster 6% faster growthgrowth rate rate

–10% price 10% price premiumpremium

Patients as ConsumersPatients as Consumers The majority of your patients are (or will be) sophisticated, The majority of your patients are (or will be) sophisticated,

comparison-shopping comparison-shopping consumers consumers of health care, who are of health care, who are armed with facts, ideas, and concerns that they have armed with facts, ideas, and concerns that they have reaped from different media, and from their friends, reaped from different media, and from their friends, associates, and family. Your patients will assess your associates, and family. Your patients will assess your medical practice and compare it to other practices where medical practice and compare it to other practices where they have previously been and will evaluate your practice they have previously been and will evaluate your practice against standards THEY consider important. against standards THEY consider important.

How patients "rate" your practice will influence patients to How patients "rate" your practice will influence patients to stay with you even if there is a problem.stay with you even if there is a problem.

Consider very carefully what messages you convey about Consider very carefully what messages you convey about yourself, your practice, and the importance of your patients yourself, your practice, and the importance of your patients to your practice. to your practice.

How to develop your medical How to develop your medical marketing planmarketing plan

Define your target audienceDefine your target audience Research your service areasResearch your service areas Know your competitorsKnow your competitors Define your GoalDefine your Goal Develop your planDevelop your plan Implement your planImplement your plan Follow up your planFollow up your plan

Who are your Target audienceWho are your Target audience

Any group or individual that affect the revenue and profitability of your practice. Any group or individual that affect the revenue and profitability of your practice. Patients---Patients---your current revenue base and major source of referrals. your current revenue base and major source of referrals. General public---General public---especially those who do not have a doctor and might especially those who do not have a doctor and might

need your practice someday. need your practice someday. Referring physicians---Referring physicians---send your practice patients needing your services. send your practice patients needing your services. Special groups---Special groups---targeted for future services, such as HMO members targeted for future services, such as HMO members

(managed care). (managed care). Media contacts---Media contacts---need to know what is newsworthy about your practice. need to know what is newsworthy about your practice. Area Employers---Area Employers---pay for health insurance plans for patients, also have pay for health insurance plans for patients, also have

employees with occupational injuries, or have applicants needing pre-employees with occupational injuries, or have applicants needing pre-employment health assessments (preventative AND industrial medicine employment health assessments (preventative AND industrial medicine services). services).

Government/regulatory agencies---Government/regulatory agencies---their decisions effect your business. their decisions effect your business. Staff members---Staff members---whose performance greatly determines patient whose performance greatly determines patient

satisfaction and practice productivity satisfaction and practice productivity Providers---Providers---all important to your business, such as laboratories, all important to your business, such as laboratories,

pharmacies, hospitals, civic groups, salespeople/vendors, etc. pharmacies, hospitals, civic groups, salespeople/vendors, etc.

Researching your Service AreasResearching your Service Areas

How many peopleHow many people live in your service area? How is the population live in your service area? How is the population distributed? distributed?

Age distributionAge distribution: has the birth rate increased or decreased during the : has the birth rate increased or decreased during the last ten years? Where are certain ages most prevalent? (for example: last ten years? Where are certain ages most prevalent? (for example: young families concentrated in newer subdivisions, and older people in young families concentrated in newer subdivisions, and older people in established, older neighborhoods) established, older neighborhoods)

Composition of familiesComposition of families:: Singles, married couples with and without Singles, married couples with and without children, single parent families, etc.) children, single parent families, etc.)

Population expected to grow or change? Population expected to grow or change?  New industry or new housingNew industry or new housing expected in your area soon? expected in your area soon? Median incomeMedian income of those living in your service area of those living in your service area Percentage of the populationPercentage of the population is employed: is employed:  percentage of white   percentage of white

collar / blue collar collar / blue collar Industries:Industries: types most prevalent, major employers types most prevalent, major employers Stability of the communityStability of the community and the economy and the economy (old and established (old and established

area VS upwardly mobile living temporarily here area VS upwardly mobile living temporarily here Physicians:Physicians: Dr. to patient population ratio, location of doctors, Dr. to patient population ratio, location of doctors,

populated areas around the physician locations populated areas around the physician locations

Know your CompetitorsKnow your Competitors

It is important to know: It is important to know: HOW MANYHOW MANY physicians of your specialty are there physicians of your specialty are there

in your community or service area, where they are in your community or service area, where they are located, and in what concentration. located, and in what concentration.

WHAT SERVICESWHAT SERVICES your direct competitors your direct competitors provide; in this way you may be able to provide provide; in this way you may be able to provide needed services. needed services.

WHAT VOLUMEWHAT VOLUME these doctors have; accepting these doctors have; accepting new patients or are they "closed' to new patients? new patients or are they "closed' to new patients? (OPPORTUNITY!) (OPPORTUNITY!)

Key to Patient loyaltyKey to Patient loyalty““feeling for staff and patients that PATIENTS ARE YOUR NUMBER ONE PRIORITY feeling for staff and patients that PATIENTS ARE YOUR NUMBER ONE PRIORITY

is the only way doctors can make sure they keep their patients by cultivating is the only way doctors can make sure they keep their patients by cultivating relationships with them. ”relationships with them. ”

The actions of the entire staff can make or break a practiceThe actions of the entire staff can make or break a practice. . An excellent doctor with mediocre staff will not prosper. How well the office does is An excellent doctor with mediocre staff will not prosper. How well the office does is up to both the physician and the staff. You have up to both the physician and the staff. You have joint custody joint custody of your practice's of your practice's patients. patients.

Respect your patientsRespect your patients.  .  – Go out of your way to do something nice for each one.  Go out of your way to do something nice for each one.  – Memorize names.  Memorize names.  – Jot down on sticky paper and place in the chart any personal info you would Jot down on sticky paper and place in the chart any personal info you would

like to remember (such as a new grandchild, likes to garden, son in college, like to remember (such as a new grandchild, likes to garden, son in college, plays tennis, etc. ) People love to hear someone else remember things about plays tennis, etc. ) People love to hear someone else remember things about themselves. themselves.

Focus your attention on the patientFocus your attention on the patient, as much as you are able.  , as much as you are able.  – Avoid doing three things at once while you are talking to the patient.  Avoid doing three things at once while you are talking to the patient.  – Wait until they are finished talking to speak.  Wait until they are finished talking to speak.  – Be a good listener. Be a good listener.

Show empathyShow empathy. . How would YOU feel if you were going through the same situation? How would YOU feel if you were going through the same situation?

Keeping your current patientKeeping your current patient“On an average, every happy patient can bring you “On an average, every happy patient can bring you sixsix happy referrals. And happy referrals. And

conversely, on an average, every disgruntled patient will relay his or her negative conversely, on an average, every disgruntled patient will relay his or her negative message to message to 26 other people26 other people ” ”

WHY PATIENTS LEAVE THEIR PHYSICIANSWHY PATIENTS LEAVE THEIR PHYSICIANS

Doctor vague and evasive Doctor vague and evasive Poor or no bedside manner (physician) Poor or no bedside manner (physician) Chronically not seen on schedule Chronically not seen on schedule No diagnosis given No diagnosis given Doctor discourages second opinion Doctor discourages second opinion Doctor does not respect confidentiality Doctor does not respect confidentiality Unpleasant office staff Unpleasant office staff

Some ideas on keeping your patientSome ideas on keeping your patient

Small assessment cards to be filled by the Small assessment cards to be filled by the patient on what he liked most about the patient on what he liked most about the service and ideas to improve itservice and ideas to improve it

Reminder calls or cards for their next Reminder calls or cards for their next appointmentsappointments

Birthday cardsBirthday cards Reminder notes to yourself that would help Reminder notes to yourself that would help

to ask about personal stuff your patient to ask about personal stuff your patient cares aboutcares about

PRINTED MATERIALS AS A PRINTED MATERIALS AS A MARKETING TOOLMARKETING TOOL

Printed materials are can be an effective image-maker and a positive Printed materials are can be an effective image-maker and a positive marketing tool, if your choices are made with care. The printed marketing tool, if your choices are made with care. The printed materials that you present to your patients and other contacts are a materials that you present to your patients and other contacts are a reflection on the quality and image of your office. reflection on the quality and image of your office.

Things you will need to be custom printed: Things you will need to be custom printed: – LetterheadsLetterheads----letterheads should be of letterhead-weight paper, with --letterheads should be of letterhead-weight paper, with

an impressive look and texture an impressive look and texture Business cardsBusiness cards---business cards ---business cards likewise should be of heavier weight with impeccable typesetting. likewise should be of heavier weight with impeccable typesetting. Remember that these cards are passed on to others, especially Remember that these cards are passed on to others, especially potential patients and referrals. potential patients and referrals.

– Patient brochuresPatient brochures--– Appointment cardsAppointment cards------– Prescription Prescription – Direct mailing brochuresDirect mailing brochures. . . . – CardsCards: birthday cards, appointment reminder postcards, : birthday cards, appointment reminder postcards,

preventative care reminder cards, thanks you cardspreventative care reminder cards, thanks you cards for public for public relations purposes and for follow-up continuity. relations purposes and for follow-up continuity.

PRINTED MATERIALS AS A PRINTED MATERIALS AS A MARKETING TOOLMARKETING TOOL

PRINTED EDUCATIONAL INFORMATION MATERIALSPRINTED EDUCATIONAL INFORMATION MATERIALS– Many types of patient information materials can be obtained free Many types of patient information materials can be obtained free

from pharmaceutical suppliers. Information sheets can also be from pharmaceutical suppliers. Information sheets can also be created in your office to meet the specific needs of your practice. created in your office to meet the specific needs of your practice.

– Written explanations given before testing or specialty services are Written explanations given before testing or specialty services are done are especially useful for patients, as well as written done are especially useful for patients, as well as written instructions regarding medications and prescriptions. Hospitals, instructions regarding medications and prescriptions. Hospitals, clinics, and outpatient services often provide specialty clinics, and outpatient services often provide specialty information and instructions. information and instructions.

– Written home going instruction sheets can be created in your Written home going instruction sheets can be created in your office, and these help to cut down on the number of phone calls to office, and these help to cut down on the number of phone calls to your office relating to forgotten or misunderstood instructions. your office relating to forgotten or misunderstood instructions.

– Computerized patient instruction software is also available for the Computerized patient instruction software is also available for the office. These provide written instruction and diagnosis office. These provide written instruction and diagnosis information, and can be customized to include the patient's name information, and can be customized to include the patient's name and the name of the ordering physician. and the name of the ordering physician.

The circle of positive outcomes of a good patient-physician relationship.

Rapport + Results Rapport + Results = =

Retention + ReferralsRetention + Referrals

MARKETINGMARKETING