Marketing Plan for Multi Diagnostic Center Market Research.!!!! 1. Find a gap in the market 2. Define ideal customer 3. Research the competitors 4. SWOT Analysis • Current insurance reimbursement rates Growth of other industries  Customer’s need analysis  Competitor's analysis  Number of hospitals and private practitioners  Lifestyle  Occupation  Average age  Income levels  Population growth  Identify the demographic and economic trends in target area. VARIABLES • Find a gap in the Market 1. Lack of sophisticated diagnostic centre in the near by vicinity. 2. Few centre providing all services under one roof. 3. Shortage of staff 4. Technicians not trained enough 5. Customer survey shows the need of high tech diagnostic centre at one place. 6. Lack of infrastructure 7. More waiting time 8. Delayed reports • Define the Ideal Customer (Target customers) Targeting: 1. Patients referred from general practitioner 2. Patients referred from the near by hospitals 3. Patients directly coming to the centre 4. Third party patients(insured) 5. Corporate (regular check ups) 6. Different age groups 7. 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 , Reliable Results Time saving Affordable price Benefits to insured patients Better packages to company patients Personal Attention Courteous Behavior Cleanliness Good Coordination Cooperation among the Staff Discipline Communication & Information Transparency in charges and procedures • Marketing Technique 1. Product 2. Price 3. Place 4. Promotion 5. People 6. Process 7. Physical evidence • Set up a Google alert for each of your competitors. Then we’ll get an email every time they appear on the internet or they update their website Create a rough guide for each of your key competitors.  Insurance company tie ups Research the Competitors Direct / Indirect Competitors • Equipments • Medical staff • Technicians • Value added services to customers • Price structure • Packages offered • Company tie ups • Services Offered Radiology Blood Test Bone Densitometry CT Scan MRI Digital X-Ray Dental OPG Ultrasound Color Doppler 2-D Echo ECG Blood Test: Hematology, Biochemistry, Immunology Serological test DEXA Eye test & Lens Trial Skin & Hair Treatments Spirometry Audiometric & Hearing Aid Trial Lung Function Test Other Services Weight reduction program Diet & Nutrition Advice Family Planning Advice Lifestyle Modification Advice Home Health care ( Blood collection & nursing care) Minor surgery and day care procedures Cosmetic services & Procedures • Health Check Up Packages & Cancer check up Nurition Children check up Dental consultation  Senior Citizen check up Ophthalmic consultation  Check up for women Gynecology consultation  Healthy Heart check up Surgical consultation  Pre Operative Medical check up ENT consultation  Pre employment check up Endocrinology consultation  Corporate Health Check up Cardiology consultation  Annual Health Checkup Physician consultation Consultations & Diabetes check up Cosmetology and DermatologistDiet care • Pricing Rates of Tests Sr. no. Name of test 1 MRI 2 CT scan 3 Ultrasonography 4 Cardiology package 5 Neurology package 6 Nephrology 7 Endocrine 8 Genetic package 9 Obstetrics and gynecology 10 Dermatology 11 Cytology • Diagnostic center is Registered • Calendar year discount plan for patient Month Special Occasion Validity Period Applicable to Health Plan • Health Infrastructure of City Name of health services provider Number Government hospital 4 Government sub center 18 Medical college hospital 2 Medical college dental hospital 1 Medical college Ayurveda hospital 2 Medical college homeopathy hospital 3 Pvt. Hospital ( 100 bed) 5 Pvt. Hospital ( 50 bed) 100 Poly clinic 400 Poly clinic of other health professionals 600 Pathology lab. 8 Radiology lab. 4 • SWOT Analysis Strengths Weakness Edge over the competitors Advance equipments (PET-CT, New in the market 3T MRI, Digital mammography) 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, AMC equipment upgrade Cash flow change in the insurance obsolete equipments reimbursement trends employee turnover, Attrition rates shift in demographics • Publicity campaign 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.  Create a survey to know the trend of referrals. The diagnostic centers where physicians referring cases the most and reasons for the same.  Prepare the wellness packages  Set the prices of the services  Proper training of the staff.  Recruitment of medical staff (Radiologist,sonologist, Lab technicians, nurses, receptionist, supervisor, housekeeping. Pre-Commissioning stage:(6 months prior to the commissioning) • 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 Features Open bore MRI(3T) PET-CT Benefits •Improve patient comfort •Shorter image time •Clear image quality Spread the awareness in the community. Advertisement Promotion • Print advertisement. 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.)  • Commissioning 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. Don’t throw the money away by promoting services to everybody: focus your efforts on people who are ready to avail the services. • 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 about the services and technology that you have. 3.Make them newsworthy by connecting with some local concern.eg Digital mammography & Apply for the accreditation. Make people aware about sample collection at home.  Offer preventive check up plans- Blood sugar test  Write Email newsletter to physician and customers Breast cancer 4.Invite reporters to the facility .(press conference) • User friendlyCreate a web site: & Keep the track of people visiting your website Make yourself visible in top five results  Add a blog to the site  Feedback from patient  Make the reports available online  Quick response to queries  Contact address and road map  Details of services, packages, timings  Locations  Latest Updates  Picture gallery  Create a logo appealing • Post Commissioning 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 • 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 categorize 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 Distribute other promotional material(Brochure etc.)  Leave the referral form there and direction to the centre.  Provide them information on insurance reimbursement and coverage  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.  • Doctors should be keep updated new advancement at the centre, and discounts and preventive check up camps Continuous feed back from the customers and correct the deficiencies.  Better packages for corporate at competitive prices.  Provide quick service and special facilities to corporate.  Have many corporate tie ups Corporate Promotion • Drinking water, washroom facility Air conditioned waiting lounge  Female attendant to handle female patients.  Have a credit card and payment facility.  Keep the waiting time minimum  Online registration  Make the registration procedure simple Value added services to customers • Snacks and breakfast Home sample collection  Small section for kids  Attitude of the staff ,nurses and attendants  Provisional reports(Via E-MAIL to doctors and patients) so treatment can be started as early as possible  Arrangements for serious cases  Information desk to take the enquires Viral Marketing