Planning the marketing of a multi centric diagnostic centre kavita

PLANNING THE MARKETING OF A MULTI-CENTRIC

DIAGNOSTIC CENTRE

DIAGNOSTIC CENTRE

IMAGING PATHOLOGY

Digital x ray Complete Hemo-gram

Ortho-pantomogarm (OPG) ESR

PET-CT/64 slice CT Cardiac profile

MRI (3T) Diabetic profile

Ultra-songraphy liver profile

COLOUR DOPPLER Renal profile

2-D ECHO urine routine

DIGITAL MAMAMOGRAPHY Stool routine

ECG/EEG

Post commissioning : Make a achievable and realistic plan

Commissioning

Pre commissioning

Planning stage :

Identify the markets

SWOT analysis

PLANNING STAGE: IDENTIFY MARKETS

Pune, Jaipur & Ahemdabad

MARKET

RESEARCH

Appoint a marketing

coordinator

MARKET RESEARCH.!!!!

Find a gap in the market

Define ideal customer

Research the competitors

SWOT

VARIABLES:

Identify the demographic and economic trends in target area.

Population growth

Income levels

Average age

Occupation

Lifestyle

Number of hospitals and private practitioners

Competitor's analysis

Customer’s need analysis

Growth of other industries

Current insurance reimbursement rates

FIND A GAP IN THE MARKET

lack of sophisticated diagnostic centre.

Few centre providing all services under one roof.

Shortage of staff

Technicians not trained enough

Customer survey shows the need of high tech

diagnostic centre at one place.

Lack of infrastructure

More waiting time

Delayed reports

DEFINE THE IDEAL CUSTOMER(TARGET

CUSTOMERS

Targeting:

Patients referred from general practitioner

Patients referred from the hospitals

Patients directly coming to the centre

Third party patients(insured)

Corporate (regular check ups)

Different age groups

Middle and higher income class patients

The time we spend on clearly defining the ideal customer is

never a waste.

TRY TO IDENTIFY CUSTOMERS’ MOTIVE:

WHY

YOU????

NEED KNOWLEDGE PREFRENCE JUSTIFY

Quality services

Accurate results

Time saving

Affordable price

Benefits to insured patients

Better packages to company patients

RESEARCH THE COMPETITORS:

Direct / Indirect competitors

• Equipments

• Medical staff

• Technicians

• Value added services to customers

• Price structure

• Packages offered

• Company tie ups

• Insurance company tie ups

Create a rough guide

for each of your key competitors.

Set up a Google alert for each of yourcompetitors. Then we’ll get an email everytime they appear on the internet or they

update their website

SWOT ANALYSIS:

Strengths WeaknessEdge over the competitors

Advance equipments (PET-CT, New in the market

3T MRI, Digital mamography) seeking better corporate tie up

All imaging and pathology services setting competitive prices.

under one roof

Good infrastructure and better

services

Opportunities Threats

Technological advances Equipment breakdown

equipment upgrade Cash flow

change in the insurance obsolete equipments

reimbursement trends employee turnover

shift in demographics

PRE-COMMISIONING STAGE:(6 MONTHS PRIOR TO

THE COMMISSIONING)

Recruitment of medical staff (Radiologist,sonologist),

technicians,Nurses,receptionist,supervisor,Housekeeping.

Proper training of the staff.

Set the prices of the services

Prepare the wellness packages

Create a survey to know the trend of referrals. The diagnostic centers where

physicians referring cases the most and reasons for the same.

Make aware the physicians , front staff of clinics ,hospitals ( Nurses and

support staff) of diagnostic centre by sharing the literature of diagnostic

centre with them.

Publicity campaign

Spread the awareness in the community.

Design an ADVERTISEMENT that sells.

What is there for patients

????????

Promote the benefits of diagnostic

centre ,not the features

Benefits are emotional/features are

factual

FeaturesOpen bore

MRI(3T)

PET-CT

Benefits

•Improve patient

comfort

•Shorter image

time

•Clear image

quality

Use of various promotional material

1. Physician brochure highlighting the services

2. patients brochure/Direct mail pieces educating consumers

about specific radiology examinations

3. visiting cards ( Contact information, hours of operation and

direction to the centre.)

Print advertisement.

oCOMMISSIONING STAGE:(AT THE TIME OF

BEGINNING)

o Make the inauguration a grand event with full media coverage

o Promotional activities:

Advertisement- Simple, emotional ,memorable

slogan, make it everywhere.

o Use of media and press release-

1.Advertisement in local and national newspaper,radio &tv station

2.Use the health care magazines and news paper to publish the articles aboutthe services and technology that you have.

3.Make them newsworthy by connecting with some local concern.eg Digitalmamography & Breast cancer

4.Invite reporters to the facility .(press conference)

Write Email newsletter to physician and customers

Offer preventive check up plans- Blood sugar test

Make people aware about sample collection at home.

Apply for the accreditation.

Create a web site:

User friendly & appealing

Create a logo

picture gallery

Updated

Locations

Details of services,packages,timings

Contact address and road map

Quick response to queries

Make the reports available online

feedback from patient

Add a blog to the site

Make yourself visible in top five results

keep the track of people visiting your website

POST COMMSIONING STAGE:

Make an

achievable

plan

Be clear

about

goals

Create a

through

long term

plan

Always

know what

we are

doing

Not all the

customers

are equal

Do not afraid

to adjust your

approach

long term: Achieve a break even point of the diagnostic centre in time span of three years

short term: Increase the revenue 25% every year by increasing the referrals.

Strategies:

• Continue the advertisement

Compile a list of referrer including existing referral and physician

who are not referring to you.

Regular email newsletter to general practitioner and hospitals in

giving details of all services & unique selling proposition ,USP.

\.

Face to face meetings with potential referrers( most effective referral

building tactics) and provide them the thorough introduction of

diagnostic centre, including service line, clinical qualification, benefits

to patients.

Provide them information on insurance reimbursement and coverage

Leave the referral form there and direction to the centre.

Distribute other promotional material(Brochure etc.)

Incentives to the physician and hospital on referrals

By keeping the track on referrals made the source of maximum

referrals can be identified. Here we can categories our customers as.

Major customers- Preferential treatment and exceptional

service.(Corporate patients, insurance coverage)

Regular customers-Make sure they get the good service.

Ad-hoc customers-visit the centre every now and then, need not to

give special services

One off customer :Most unlikely to visit again

.

Have many corporate tie ups

Provide quick service and special facilities to corporate.

Better packages for corporate at competitive prices.

Continuous feed back from the customers and correct

the deficiencies.

Doctors should be keep updated new advancement at

the centre, and discounts and preventive check up

camps

Value added services to customers:

Make the registration procedure simple

Online registration

keep the waiting time minimum

Have a credit card and payment facility.

Female attendant to handle female

patients.

Air conditioned waiting lounge

Drinking water, washroom facility

Information desk to take the enquires

Arrangements for serious cases

Provisional reports(Via E-MAIL to doctors and patients)

so treatment can be started as early as possible

Attitude of the staff ,nurses and attendants

Small section for kids

Home sample collection

Snacks and breakfast

Viral Marketing