Marketing Strategies in HealthCare & Pharmaceuticals

What is Marketing: 3 D’s? 2/13 Deliver to Satisfy Customers Discover the Customer Needs Develop Programs and Services Deliver to Satisfy Customers 2/13

Role of Marketing in Health Care Industry… Variables Included: Patient, the physician, the employer, the conflicting roles of the physician, lack of knowledge of the relationship between many healthcare services and their personal needs. 3/13

Marketing of Healthcare Services Marketing of healthcare services encompasses the analysis & management of 10 factors essential to the delivery of health care:- Product Place Price Promotion Package Process People Public relations Partnership Physical environment 4/13

Effective Marketing Techniques.. Demonstration of best practices and achievements CRM and CEM strategies Communication of the hospital equipments and Doctor’s Profile Leadership of vision and innovation of healthcare development Marketing Techniques 5/13

Approaches… Speech Interviews Seminars Exhibitions Publications Website Social media Events and sponsorship CSR programs Personal profiles Innovative technologies and practices 6/13

C-PEST Analysis….: 7/13 Competitive analysis Political Analysis Economic analysis Socio-cultural analysis Technological analysis 7/13

SWOT Analysis and TOWS Matrix Internal: strengths and weaknesses External: Opportunities and threats TOWS Matrix: SO: use strengths to leverage opportunities SW: use strengths to overcome threats WS: correct weakness to leverage opportunities WT: get rid of weakness to avoid threats 8/13

SWOT: Strengths: Cost advantages Core competencies and expertise Efficient and innovative technologies Large pool of skilled personnel Sufficient resources Strong management 9/13

Opportunities: Aging of the world population Growing incomes Growing attention for health New diagnoses and new social diseases Spreading prophylactic (preventive) approaches Saturation point of market is far away New therapy approaches New delivery systems Globalization Easier international trading New markets are opening 10/13

Weakness: Fragmentation of installed capacities Low technology level of Capital Goods of this section Non-availability of major intermediaries for bulk drugs Very low key R&D Low share of Thailand in World Pharmaceutical Production Very low level of Biotechnology in Thailand and also for New Drug Discovery Systems Lack of experience in International Trade Low level of strategic planning for future and also for technology forecasting 11/13

Threats: Containment of rising health-care cost High Cost of discovering new products and fewer discoveries Stricter registration procedures High entry cost in newer markets High cost of sales and marketing Competition, particularly from generic products More potential new drugs and more efficient therapies 12/13

Last Words… The economic conditions of any organization depends largely on the system of marketing techniques. Proper marketing techniques and management systems are like an engine to an hospital what so ever the medications and infrastructure that the hospital have. Therefore it is important and inevitable for revenue generation, the various techniques to be followed for the successful process of a hospital. 13/13