Marketing Your Healthcare Organization Is it really for YOU?. Dr. Hesham O. Dinana. Agenda. What is Marketing & What it is NOT Is it Ethical to Market Medical Services The Concepts of Marketing – S.T.P. The Tools of Marketing – the 4Ps The Key to Medical Marketing - Service Quality
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Dr. Hesham O. Dinana
Theidentificationof customers’ NEEDS andfulfillingthem in aprofitablemanner
Major Criticisms of Healthcare Marketing
of health care
“The purpose of a business is to create a customer…
Marketing is not a specialized activity…it is the whole business seen from…the customer’s point of view.”
If you focus on the patient and the patient’s needs you are practicing marketing concept
What medical marketing can’t do
Overcome unsatisfactory or unpleasant experiences in your practice.
Overcome poor performance by you and your staff.
Create a sudden and incredible response.
Create a demand for services where no demand exists.
Produce effective results if the message is misleading.
What medical marketing
Increase awareness in your market area and reach newcomers.
Encourage current patients to STAY.
Generate renewal and referral patients.
Increase patient volume for certain services and programs.
Support volume at slow times of the year.
Improve the attitude and morale of you and your staff.
“Life is too short to make all the mistakes yourself”
The Three Questions:
1. Who are we?
2. Who cares?
3. How do we get our message out?
Tools that Are Used Together to Create a Desired
Response Among a Set of Defined Customers
Good, Service, Idea, Place, Person
Assignment of Value
Availability of Product
Activities to Inform Consumers
Product Mix length
Product line width
Five Patterns of Market Coverage
Any group or individual that affect the revenue and profitability of your practice.
It is important to know:
Key to Patient loyalty“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 relationships with them. ”
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 joint custody of your practice's patients.
How would YOU feel if you were going through the same situation?
Keeping your current patient“On an average, every happy patient can bring you six happy referrals. And conversely, on an average, every disgruntled patient will relay his or her negative message to 26 other people ”
WHY PATIENTS LEAVE THEIR PHYSICIANS