1. Marketing Strategies in HealthCare & Pharmaceuticals

2. 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

3. 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

4. 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

5. 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

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

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

8. 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

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

10. 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

11. 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

12. 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

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