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Prepared By: Mr. Sameer Shinde
Course Program : Executive Post Graduate Diploma in
Hospital Administration
Assignment Topi...
Healthy Heart Club Hospital
Healthy Heart Club Hospital
 Mission: To operate as a world class heart
hospital incorporating the latest technological
a...
Strategic Place
 Based on Market Responsive Methodology:
Identify total cardiac target market (TCTM)
 Competitive positi...
Infrastructure Facilities
 150 bedded hospital
 10 surgical suites
 50 bedded ICCU
 High Tech Cath Lab
Interventional Cardiology Service Profile
 Angiography
 Complex Angioplasties (
Coronary & Peripheral)
 Valvoplasty
 A...
Non Invasive Cardiology Services
 Electro cardiogram (ECG)
 Echocardiogram(ECHO)
 Stress Echocardiogram
 Holter Monito...
Choose Your Personal Cardiologists
Choose any one of the Five Eminent
Cardiologist
at Healthy Heart Club Hospital as your
...
Pediatric Cardiac Care
 With the aim of reaching out to
the maximum no. of children
from congenital heart defects
(CHD). ...
Heart Failure & Transplant Program
 Comprehensive advanced
heart failure disease
management clinic where
medical therapy ...
Promotional Activities
Enroll for Health Heart Club
 Enroll as a member & determine your heart condition
through tests & interaction with the ca...
Healthy Heart Check Tests & Investigations on
your 1st Visit
 Routine test: CBC, ESR, Blood Grouping, Urine Analysis.
 D...
Additional Benefits of Membership
 A member ship card will be issued
within few days after qualifying for the
membership....
The State of the Art Cardiac Rehabilitation Center of
the Hospital
 Medically supervised cardiac
rehabilitation program a...
Corporate Promotion
 A long-term association with
Corporate sector by signing a
memorandum of understanding (MoU)
 Clien...
Health Check Up Camps
Branding to stand our from the crowd
Making the presence felt in
homes, city streets , on
hoardings, circulating
merchandi...
Media Promotion
 Effective Healthcare Advertising for Television
 Create Effective, Compelling Broadcast Commercials and...
Promotion through Internet Search Engines
 Advertise Your Medical or
Healthcare Website on Google,
Yahoo! and Virtually A...
Promoting the Golden Hour Moment & Emergency services
 The "Golden Hour" describes
that window of time after the
onset of...
Internal Marketing
 Start with our educational program:
seminars, camps workshops
 Most important make your employees
aw...
Medical Value , Accreditation , Tie ups & Collaboration
Patient Assistance Department
 Pick up and drop to airports
 Flight booking counters
 Cab booking counters
 Hotel book...
Marketing
 It features candid, honest interviews with
patients, doctors and staff posted on video
library on webpage: The...
Special Cause Related Marketing
Conclusion
 Health care marketing is a new field that will
increasingly become important to the everyday
practitioner. Th...
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Marketing Plan for 150 Bedded Cardiac Hospital

Marketing Plan for 150 Bedded Cardiac Hospital

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Marketing Plan for 150 Bedded Cardiac Hospital

  1. 1. Prepared By: Mr. Sameer Shinde Course Program : Executive Post Graduate Diploma in Hospital Administration Assignment Topic: Planning of Marketing for 150 Bedded Cardiac Hospital
  2. 2. Healthy Heart Club Hospital
  3. 3. Healthy Heart Club Hospital  Mission: To operate as a world class heart hospital incorporating the latest technological advances and ethical practices to provide quality Heart Care at a reasonable cost.  Vision: Globally preferred center in heart care excellence  Core Values 1. Customer Satisfaction 2. Highest Quality 3. High Performance 4. Integrity & Ethical Practices 5. Innovation & Change
  4. 4. Strategic Place  Based on Market Responsive Methodology: Identify total cardiac target market (TCTM)  Competitive positioning of the Hospital were there is not a superspeciality hospital  The TCTM is the population from which a cardiovascular program could reasonably expect to draw patient referrals.  The TCTM geographic area usually reflects the distance that individuals will travel for sophisticated heart care.  The TCTM methodology is supported with a consideration for geographic and social barriers, physician referral patterns, outreach efforts, and planned growth and practice expansion opportunities
  5. 5. Infrastructure Facilities  150 bedded hospital  10 surgical suites  50 bedded ICCU  High Tech Cath Lab
  6. 6. Interventional Cardiology Service Profile  Angiography  Complex Angioplasties ( Coronary & Peripheral)  Valvoplasty  Aortic Aneurysm Stenting  Closure of Congenital Heart Defects  Carotid, Renal & Peripheral Vascular Stenting  Active Electrophysiology Programme with Pacemaker  Implantation & Heart Transplant
  7. 7. Non Invasive Cardiology Services  Electro cardiogram (ECG)  Echocardiogram(ECHO)  Stress Echocardiogram  Holter Monitoring  Advanced Echo Doppler Machines  Electrophysiology Lab  Ambulatory Blood Pressure Monitoring  Tread Mill Test
  8. 8. Choose Your Personal Cardiologists Choose any one of the Five Eminent Cardiologist at Healthy Heart Club Hospital as your Personal Cardiologist. Dr. ABC: Mon – Sat Timings: 9:00 am to 11:00 am Dr. EFG: Tue, Thu, Sat Timings: 1:00 pm – 3:00 pm Dr. EFG : Mon, Wed, Fri Timings : 7:00 pm– 8:00 pm Dr. HIJ: Mon – Fri Timings: 3: 00 pm – 4:00 pm Dr. KLM: Mon- Sat Timings: 9:00 am – 4:00 pm Dr. NOP: Mon- Sat
  9. 9. Pediatric Cardiac Care  With the aim of reaching out to the maximum no. of children from congenital heart defects (CHD). Healthy Heart Club Hospital incorporates a team of doctors, nurses , technicians and the best facilities make us stand out in providing best care to “every little heart”  The center provides offers comprehensive pediatric cardiac services cater to all age groups, neonates, infants, children and adolescents
  10. 10. Heart Failure & Transplant Program  Comprehensive advanced heart failure disease management clinic where medical therapy is optimized prior to determining if cardiac transplantation is indicated. Labs, EKGs, and Chest X-rays services available on site.  Active site for on-going clinical research trials for heart failure patients that focus on optimal medical therapies, infusion therapies, and mechanical assist devices.  Approved by the United Network for Organ Sharing
  11. 11. Promotional Activities
  12. 12. Enroll for Health Heart Club  Enroll as a member & determine your heart condition through tests & interaction with the cardiologist of your choice from the panel of doctors.  If your heart is found to be healthy, you continue with the membership for the whole year.  During this period regular check ups and consultations will be arranged. Any additional cardiac diagnostics including angiography within one year period, guided by your chosen cardiologist is at free of cost.  Annual Member ship fee Rs. 5000-/-. If your are diagnosed with an heart aliment after enrollment we will continue all our support along with 20% discount on in house diagnostics test along with angiography.
  13. 13. Healthy Heart Check Tests & Investigations on your 1st Visit  Routine test: CBC, ESR, Blood Grouping, Urine Analysis.  Diabetic Profile: Blood Sugar Fasting, Post Lunch  Lipid Profile: HDL, LDL, VLDL, Triglycerides, Total cholesterol, HDL Ratio  Extended Lipid Profile: Apo lipoprotein A 1, Apo lipoprotein B & Ratio  Kidney Profile: BUN, Bicarbonate, Creatinine  Cardiac Markers: Homocystine & CRP  Thyroid function Test: TSH  Radiological Investigations: Chest X –Ray PA view  Special Cardiac Evaluation: ECG, Stress Test, 2- D Echo, Body composition analysis, Pulmonary Function Test  Consultation with Personal Cardiologist  Consultation with dietician
  14. 14. Additional Benefits of Membership  A member ship card will be issued within few days after qualifying for the membership.  All in house diagnostic services including angiography will be done free of cost during membership period  15% discount on all in house radiological and pathological tests during the validity period.  Pick up for you by ambulance in case of emergency.  In case of emergency no upfront deposit on admission . Payment can be done within 24-48hrs.  Complementary breakfast subsidiary during healthy heart evaluation( 1st visit)  Invitations will be given for camps. Educational sessions happening in the hospital  During visit you will be routed through priority queues.
  15. 15. The State of the Art Cardiac Rehabilitation Center of the Hospital  Medically supervised cardiac rehabilitation program assists patients recovering from various cardiac conditions. Whether a patient is recovering from heart surgery, a heart attack, angioplasty/stent, heart transplant, or suffers from stabile angina, our professional staff of cardiac nurses and exercise physiologists will lead them through a program of exercise and education, which will allow the to return to the most active and healthy life possible.
  16. 16. Corporate Promotion  A long-term association with Corporate sector by signing a memorandum of understanding (MoU)  Client Relationship Management (CRM) forms the basis for soliciting corporate tie-ups. Special discounts and value added services  Reminders of appointments and follow ups  Record of birthdays and anniversaries of patients gives them a delight experience
  17. 17. Health Check Up Camps
  18. 18. Branding to stand our from the crowd Making the presence felt in homes, city streets , on hoardings, circulating merchandise Bags, T-shirts, Diaries etc..
  19. 19. Media Promotion  Effective Healthcare Advertising for Television  Create Effective, Compelling Broadcast Commercials and Campaigns: 1. Website Footage 2. Welcome Videos 3. Meet the Doctors and Staff 4. Testimonials 5. In-Office Reception DVDs 6. Live Events and Expert Panels 7. Webcasts and Video Shows 8. Commercials (All lengths and budgets) 9. Video News Releases 10. Training Videos 11. Video Search Engine Optimization
  20. 20. Promotion through Internet Search Engines  Advertise Your Medical or Healthcare Website on Google, Yahoo! and Virtually All Search Engines: Strategies search engine marketing campaigns (also known as Pay-Per-Click or PPC), you can easily advertise directly on these search sites to attract targeted visitors to your business. a solution that tracks the leads you get through your online advertising.  You will receive reports that give you the phone numbers and e-mail addresses of the customers that contact you! We can track online customers as they become “offline” leads.  Best of all, you only pay for visitors who search for your product/service online, look at your ad AND choose to enter your site — “pay-per-click” advertising. Identify potential patients by the terms they type into search sites.  Target customers who are searching for your products or services in your
  21. 21. Promoting the Golden Hour Moment & Emergency services  The "Golden Hour" describes that window of time after the onset of a heart attack when getting medical treatment is critical in avoiding significant damage to the heart muscle.  Emergency Cardiac Ambulance Services  Easily accessible help line numbers displayed and marketed
  22. 22. Internal Marketing  Start with our educational program: seminars, camps workshops  Most important make your employees aware of any latest events or achievements done by hospital: Make them feel pride in the organization  Recreational activities for employees and patients in the hospital: awareness of health issues, get it covered by media.  Employees as customers: Privileged treatment packages in our hospital  Heart forums and groups for discussions on special days: World Heart Day and create special occasions  Regular articles by doctors in healthcare magazines  CEO to speak at various seminars on national and international platforms  Innovative surgeries and procedures to be published as research papers
  23. 23. Medical Value , Accreditation , Tie ups & Collaboration
  24. 24. Patient Assistance Department  Pick up and drop to airports  Flight booking counters  Cab booking counters  Hotel booking  Complaint Redressal cell  Maintaining patient database and regularly keep in touch via email, face book, twitter etc.
  25. 25. Marketing  It features candid, honest interviews with patients, doctors and staff posted on video library on webpage: The cardiac videos provide numerous examples of how our cardiac team delivers faster response, greater experience and more effective processes to help patients deal with life-threatening heart conditions.  Emotional, human stories: Patient experience videos and testimonials written by patients on webpage and blogs. These people and their stories put a very human face on cardiac care at Heart Care Centre.
  26. 26. Special Cause Related Marketing
  27. 27. Conclusion  Health care marketing is a new field that will increasingly become important to the everyday practitioner. This is a direct result of a health care environment that continues to squeeze costs and will rely more on out-of-pocket payments by patients in the future. Although many physicians do not see the delivery of health care as a business, in this day and age one cannot ignore the fact that those who are not marketing themselves and their practice will likely not maximize their revenue stream.

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