1. Assess and Improve
the effectiveness of the healthcare marketing.
Presenter : Amit Mishra
http://www.linkedin.com/in/pub4303992
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2. Agenda
 About the organization
 Objectives
 Rationale
 Research design and methodology
 Limitation
 Analysis
 Findings
 Recommendations
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3. Objectives
Research Objective
To assess the effectiveness of the marketing activities and
suggest improvements to increase its reach and
effectiveness.
Specific Objectives
• To understand factors which are important in choosing
the Clinic.
• To analyze the effectiveness and reach of the modes of
communication used by the clinic.
• To understand the preference for the mode of
communication by clients at different clinics.
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4. Henry Ford said……….
"I know half the money I spend on
advertising is wasted, but you tell me
which half?"
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5. Rationale
Marketing constitutes a major chunk of the
expenditure
Marketing spending decisions are primarily
driven by “rules of thumbs” and historical
spending patterns.
Minimal use of analyses in driving spending
choices of marketing campaign.
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6. Measuring marketing effectiveness is no longer an option – it is
essential for survival.
So if marketing is important, it follows that it pays to
know if you are getting it right.
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7. Simple framework for marketing measurement
Marketing activity mix
•Radio M)
•Banners
•Website
•Road shows
•Cable scrolls CUSTOMER
•Inserts
•Health check up camps Value
•Mailers “BLACK BOX”
•Relatives or friends
•Referred by family physician
•Television
•Newspaper
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8. Data Analysis
Software used
 SPSS , MS-Excel
 Demographic profiling
 Competitor marketing activity Analysis
 Factor analysis
 Cross Tabulation
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9. Modes of channel for the awareness of the clinic
19 .2 3
Advertisem ents 3 7.2 5
15.3 8 3 3 .3 3
17.6 5
Relatives or friends 2 3 .8 1
Mailers 14 .2 9
1.9 6
Cable scrolls 4 .76
Roadshow s 4 .76
15.3 8
Refered by fam ily Physician
3 .8 5
Banners 3 .9 2
7.6 9
Through our personal contact 5.8 8
3 .8 5
Health check up cam ps 1.9 6
3 4 .6 2
Others
19 .0 5 3 1.3 7
PITAMPURA GURGAON EAST OF KAILASH
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10. Preference of communication
26.92
Contacting personally 19.61
28.6
34.62
Mailers 19.61
28.6
3.85
Road show s 1.96
4.8
11.54
Cam ps 3.92
9.5
3.85
Inserts 5.88
9.5
7.69
New spaper 19.61
9.5
11.54
Television 29.41
9.5
PITAMPURA GURGAON EAST OF KAILASH
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11. Factors influencing visit to the clinic
Factors influencing visit to the clinic
60.0
53.85
52.4
50.0
45.10
40.0
Percent
30.0
25.49
23.8 23.08
21.57
20.0
14.3 15.38
9.5
10.0 7.84 7.69
0.0
Apollo brand Good infrastructure and Skilled doctors and nurses Close to home
modern technology
Factors
PITAMPURA GURGAON EAST OF KAILASH
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12. Findings contd…..
Factor analysis reveals that the customer maps the clinic
on two dimension i.e. personal attention and care;
efficiency of care.
 Personal mode of communication is preferred -
 Higher end income group people
 All the age group
 Govt. employee prefer to be contacted personally
 Private employee prefer mailers
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13. LIMITATIONS OF STUDY
 Unavailability of structured information about the
different marketing activities undertaken in the past.
 Stipulated time was also a limiting factor.
 The findings cannot be generalized to all the clinics.
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14. Characteristics of Services
Intangibility Perishability
SERVICE
Variability Inseparability
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15. Three Types of Marketing
in Service Industries
Company
Internal
marketing External
marketing
Employees Interactive Customers
marketing 15

16. Enhancing Customer
Bonding and Satisfaction
Adding
structural
Adding ties
financial
benefits
Adding social benefits
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17. RECOMMENDATION
 Strengthen rapport with the general practitioners
 New Resident Marketing
 Enhancing Public Image in terms of the price proposition
 Health Education Programme
 The use of web-site as a mean of promotion
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18. RECOMMENDATION contd..
 Advertisements in specialist magazines
 Testimonials / Satisfied customers
 Developing a strategic marketing plan:
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19. RECOMMENDATION contd..
 Developing tracking mechanism
All marketing campaigns need to be, tracked so that
 Campaign performance can be understood and evaluated
 Marketing investments can be justified
 Future marketing investments can be managed
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20. Any queries?
Mail me - amit.mishrak@gmail.com
Thank you
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