Promotion of Business In a Hospital

PROMOTION OF BUSINESS IN HOSPITALS

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Introduction

·       Hospital Marketing is a technique & tool to

o   Satisfy patients

o   Develop programs & services for the patients

o   Identify the patient needs

·       Promotion refers to any type of marketing communication used to inform target audiences about the hospital

·       Promotion of Healthcare services include

o   Product (type of healthcare service to be offered)

o   Place (location & mode of access)

o   Price (treatment cost)

o   Promotion (how & what the patients learns about the organization & the services it offers)

 

Promotion Techniques of a Hospital

·       Demonstration

o   It helps to demonstrate an image of a hospital to the patient by

§  Cardboard printing

§  Pamphlet circulation

§  Newspaper advertisement

§  Television

§  Radio

§  Internet mode

§  Publicity

§  Notice distribution

§  Poster display

·       Public Speech & Relations

o   It is the way of interaction & developing relation with the public through

§  Expert committee consisting of the doctor’s team

§  Team trained by the experts

o   It enhance the relationships between the

§  Doctors

§  Hospitals

§  Patients

·       Advertisement of Hospital Equipments

o   The most important thing is to explain the public that your hospital is

§  Equipped with modern technology

§  Equipped with modern equipment's

o   It helps to ensure that they are better than the competitors

o   It also ensures that your equipment's follow the International Standards & Quality Consciousness

·       Media Interview

o   Primary concern for the promotion of medical care’s

o   It involves large number of audiences

o   In media interview there is a clarification of the doubts of the audiences

o   Hospitals that had a good result of patients management through media interviews are

§  Medanta

§  Artemis

§  Fortis

§  Rockland

§  Apollo

·       PEST Analysis

o   Political Analysis

o   Economic Analysis

o   Socio Environment Analysis

o   Technological Environment Analysis

·       SWOT Analysis

o   Strengths

§  Low production cost

§  Large pool of installed capacities

§  Efficient technology

§  Skilled technical manpower

§  Increased liberalization of government policies

o   Opportunities

§  Aging of the world’s population

§  Growing incomes

§  Growing attention for health

§  New therapy approaches

§  New delivery systems

§  Globalization

§  Easier international trading

§  Spreading use of generic drugs

o   Weakness

§  Low technology level of capital goods

§  Lack of experience in international trade

§  Low level of strategic planning

§  Low level of biotechnology

§  Less focus on R& D

o   Threats

§  High cost of discovering new products

§  High entry cost in newer markets

§  High cost of sales & marketing

§  Competition

§  Potential new drugs

§  Switching over from process patient to product patient

 

Video Description

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