INTEGRATED HOSPITAL MARKETING

How do you consistently deliver on your brand promise? How to increase the market share as well as maintain a robust profit margin? How do you create spokespersons out of your patients?
The answers to these questions lie in the Integrated Hospital Marketing approach. The three areas encompassing this approach are

Internal Marketing-
It is about winning your entire workforce before setting out to win the world. In this phase, Vision and Core Values are articulated. Your workforce gets a new meaning to their jobs. They now have a dream that drives them to work. Innovative internal communications, staff trainings, internal events, individual and team meetings contribute towards a lot of work that gets accomplished in this stage.
Alongside Internal Marketing, in depth information and data about your market conditions, competitors, customers and your own institution is compiled. A 52 page question list, created exclusively for this purpose is used. This information is later used for Operational and External Marketing.

Operational Marketing-

This is about what happens on the ground level. The day to day operations of your hospital are studied. Powerful 'Lean Management' tools are applied. Consistent brand experience in minimum time and minimum cost is ensured. The waste of time, money and energy is eliminated through creation of protocols for every process and for each 'point of contact' in your operations. This results in higher profit margins and unmatchable customer and employee satisfaction.

External Marketing-
Once you have great organizational culture [through Internal Marketing] and a wonderful service delivery system [through Operational Marketing], encashing these advantages becomes the next step.
Creating a Brand out of a hospital constitutes External Marketing. This entire process is very detailed and comprehensive. It includes myriad marketing elements like- day to day management of the marketing team, press and media management, media planning, creation and execution of events, advertising and PR campaigns, word of mouth marketing, etc.