PLANNING THE MARKETING OF A MULTI-CENTRIC

DIAGNOSTIC CENTRE
 DIAGNOSTIC CENTRE

IMAGING PATHOLOGY
 Digital x ray Complete Hemo-gram

 Ortho-pantomogarm (OPG) ESR

 PET-CT/64 slice CT Cardiac profile

 MRI (3T) Diabetic profile

 Ultra-songraphy liver profile

 COLOUR DOPPLER Renal profile

 2-D ECHO urine routine

 DIGITAL MAMAMOGRAPHY Stool routine

 ECG/EEG
Post commissioning : Make a achievable and realistic plan

Commissioning

Pre commissioning

Planning stage :
Identify the markets
SWOT analysis
PLANNING STAGE: IDENTIFY MARKETS

Pune, Jaipur & Ahemdabad

MARKET
RESEARCH

Appoint a marketing
coordinator
MARKET RESEARCH.!!!!

Find a gap in the market

Define ideal customer

Research the competitors

SWOT
VARIABLES:
 Identify the demographic and economic trends in target area.
 Population growth
 Income levels
 Average age
 Occupation
 Lifestyle
 Number of hospitals and private practitioners
 Competitor's analysis
 Customer’s need analysis
 Growth of other industries
 Current insurance reimbursement rates
FIND A GAP IN THE MARKET

 lack of sophisticated diagnostic centre.

 Few centre providing all services under one roof.
 Shortage of staff
 Technicians not trained enough
 Customer survey shows the need of high tech
diagnostic centre at one place.
 Lack of infrastructure
 More waiting time
 Delayed reports
 DEFINE THE IDEAL CUSTOMER(TARGET
CUSTOMERS
The time we spend on clearly defining the ideal customer is
never a waste.

Targeting:
 Patients referred from general practitioner
 Patients referred from the hospitals
 Patients directly coming to the centre
 Third party patients(insured)
 Corporate (regular check ups)
 Different age groups
 Middle and higher income class patients
 TRY TO IDENTIFY CUSTOMERS’ MOTIVE:

WHY
YOU????

NEED KNOWLEDGE PREFRENCE JUSTIFY

Quality services
Accurate results
Time saving
Affordable price
Benefits to insured patients
Better packages to company patients
RESEARCH THE COMPETITORS:
 Direct / Indirect
competitors
• Equipments
Create a rough guide
• Medical staff for each of your key competitors.
• Technicians
• Value added services to Set up a Google alert for each of your
customers competitors. Then we’ll get an email every
• Price structure time they appear on the internet or they
• Packages offered
update their website
• Company tie ups
• Insurance company tie
ups
SWOT ANALYSIS:

Strengths Weakness
Edge over the competitors
Advance equipments (PET-CT, New in the market
3T MRI, Digital mamography) 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

equipment upgrade Cash flow
change in the insurance obsolete equipments
reimbursement trends employee turnover
shift in demographics
PRE-COMMISIONING STAGE:(6 MONTHS PRIOR TO
THE COMMISSIONING)

 Recruitment of medical staff

(Radiologist,sonologist), technicians,Nurses,receptionist,supervisor,Housek
eeping.
 Proper training of the staff.
 Set the prices of the services
 Prepare the wellness packages
 Create a survey to know the trend of referrals. The diagnostic centers where
physicians referring cases the most and reasons for the same.
 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.
 Publicity campaign
 Spread the awareness in the community.
 Design an ADVERTISEMENT that sells.

Promote the benefits of diagnostic

centre ,not the features
Benefits are emotional/features are
factual

Benefits
•Improve patient
Features What is there for patients comfort
Open bore •Shorter image
MRI(3T) time
PET-CT •Clear image
????????
quality
 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.)

 Print advertisement.
oCOMMISSIONING 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.
o 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
mamography & Breast cancer
4.Invite reporters to the facility .(press conference)

 Write Email newsletter to physician and customers

 Offer preventive check up plans- Blood sugar test

 Make people aware about sample collection at home.

 Apply for the accreditation.

 Create a web site:

User friendly & appealing

Create a logo
picture gallery
Updated
Locations
Details of services,packages,timings
Contact address and road map
Quick response to queries
Make the reports available online
feedback from patient
Add a blog to the site
Make yourself visible in top five results
keep the track of people visiting your website
POST COMMSIONING STAGE:

Be clear
about Make an
goals achievable
Create a plan
through
long term
plan
Always
know what
we are
doing
Not all the
customers
are equal

Do not afraid
to adjust your
approach
 long term: Achieve a break even point of the diagnostic centre in time
span of three years
short term: Increase the revenue 25% every year by increasing the
referrals.

 Strategies:
• Continue the advertisement

 Compile a list of referrer including existing referral and physician

who are not referring to you.

 Regular email newsletter to general practitioner and hospitals in

giving details of all services & unique selling proposition ,USP.
\
.
 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.

 Provide them information on insurance reimbursement and coverage

 Leave the referral form there and direction to the centre.

 Distribute other promotional material(Brochure etc.)

 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 categories 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

.
 Have many corporate tie ups

 Provide quick service and special facilities to corporate.

 Better packages for corporate at competitive prices.

 Continuous feed back from the customers and correct

the deficiencies.

 Doctors should be keep updated new advancement at

the centre, and discounts and preventive check up
camps
 Value added services to customers:

 Make the registration procedure simple

 Online registration

 keep the waiting time minimum

 Have a credit card and payment facility.

 Female attendant to handle female

patients.

 Air conditioned waiting lounge

 Drinking water, washroom facility

 Information desk to take the enquires
 Arrangements for serious cases
 Provisional reports(Via E-MAIL to doctors and patients)
so treatment can be started as early as possible
 Attitude of the staff ,nurses and attendants
 Small section for kids
 Home sample collection
 Snacks and breakfast
Viral Marketing