1. Health Care Marketing
Branding Challenges

2. Marketing Meaning and Scope
Management process
Discover customer values
Develop customer values
Deliver customer values
Strategic plan: Segmentation, Targeting, Positioning (STP), Marketing mixes
Tactical action plan: implementation
Control: measure, analyze, correct
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3. Brand and Branding
Brand: combination of name, logo, symbol, design, functional benefits, emotional benefits, and terms that differentiates one product from others
Branding: process of communication and transaction that create favorable perceptual image and reputation of the brand
Brand equity: commercial value inherent in the brand as measured by willing to pay the price, loyalty, and referral
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4. Dimensions of Health Care Brand
Brand positioning
Brand personality
Brand identity
As a product: attributes, features, benefits, values, and quality
As an institution: professionalism, integrity, credibility, socially responsible, mission, vision, and policy
As a symbol: reflection of self image and social self
Brand humanization: executives, celebrity customers, influencers, academia, opinion leaders
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5. Brand Communication Integrated marketing communications
Various persuasive communication approaches (brand contact points)
Synergy
Harmony
Coherence
Orchestration
Consistency
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6. Communication Convergence
Public Relations
Events and sponsorship
Social media and interactive
Mass media advertising
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7. Prevailing Trends of Health Care Communication
CSR
Social media
Blog
Fan page/ Facebook
Twitter
Web board
Chat room
Academic activities
Exhibition
Symposium
Publications
Seminars
Events
Sponsorship (in kind)
Web site/
Search engines
Direct marketing
Advertising
One-to-one marketing
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8. Corporate Association
Design packages to offer to the corporate
Popular packages are:
Preventive health check up
Advanced heart check up
Whole body check up
Diabetic check up
Executive health check up
Senior citizen health check up
Well women check up
Child health check up
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9. Customer Relationship Management
Database development
Data-driven strategy
Customer equity and segmentation
Personalization
Customization
Bonding approaches
Design for service excellence
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10. Determinants of Service Quality
Reliability
Assurance
Responsiveness
Empathy
Tangibles
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11. Marketing Challenges High competition Lack of proper communication
Perception management
Service quality
Corrective and curative culture
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12. Steps to Increase Revenue/ Profitability
Create the right positioning
Generate awareness, knowledge, acceptance, preference, and conviction with content marketing and IMC
Leverage right channels
Provide excellent service with experiential marketing and CEM strategy
Create bonding and loyalty with CRM strategy
Measure and improve continually with innovation
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13. Pros and Cons of Branding
Expensive
Long-term supports
Hard to sustain
Perceived to be excessively commercial
Differentiation
Identification
Preference
Better perceived value
Trust
Leverage opportunity
Premium price
Bonding and loyalty
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14. Trends and Developments
The need for global standards
Cooperation partners and joint initiatives
Health care business as social marketing
Preventive and cautionary approaches
More alternatives
Intensifying competition
More customer engagement
Growth of social and mobile technologies
Business-model for hospital and clinic administration
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15. Demographic Megatrends
Aging population
Focus on wellness
Consumer involvement and empowerment
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16. Five Roles of Health Care Marketers
Growth strategist: growth-oriented strategic leadership, growth-oriented culture, and revenue generation
Brand advocate: brand equity , brand culture, internal branding, and brand leveraging
Digital change agent: social networking, social engagement, technologically savvy, content marketing
Experience champion: services, ambiences, interaction, facilities, technologies, and process
Innovation catalyst: innovation competencies and processes, change management, transformational leadership, and R&D
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17. Growth Opportunities Strong brand positioning
Enhance accessibility
Building relationship for loyalty and referrals
Develop competencies in health management
Diversifying services and products
Expanding into new markets
Creating signature, customer-centric service culture
Leveraging strategic information technologies
Develop various payment methods
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18. Brand Advocacy Project strong brand identity Brand culture
Invest in brand equity building
Integrate strategic, operational, clinical, physician, and marketing alignment
Branded service to be unique
Brand culture
Reward system for brand champions
Activities to reinforce brand image and reputation
Product and service leadership
Brand refreshing
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19. Core Competencies of Brand Leadership
Brand intelligence: research and analysis
Brand strategy: relevant, significant, and defensible brand value proposition
Brand alignment: purposeful, consistent brand experience, internal and external integration
Brand portfolio: brand-driven growth strategy
Brand management: leverage brand equity for competitive advantages
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20. Building Digital Competencies
Invest in digital technologies
Provide education and training to develop digital skills
Content marketing strategy
Publisher mindset
Experiential marketing strategy for customer engagement
Virtual community management
Leverage social influencers
Digital culture and supports
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21. Tips to improve digital marketing
Great website design
Attractive contents
Social media link with patients and colleagues
Target mobile searchers
Helpful contents that go beyond being informative
Visualize your contents
Provoke conversations
Find good stories (rewarding, touching, and entertaining)
Commitment + creativity spell success
Transparency and authenticity for trust
Evangelist personnel
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22. Experience happens by Design: Not by Accident
Brand-driven experience framework
People:
Culture
Beliefs
Values
behaviors
Process:
Time
Treatment
Convenience
consistency
Marketing activities
Messages
Channels
schedules
Performance:
Service
Quality
Reliability
dependability
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23. Innovation Development
Need-driven innovation
Relationship-driven innovation
Market driving innovation
Transformation driving innovation
Technological-driven innovation
Customer-centric innovation
New markets
New products
New services
New solutions
New systems and processes
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24. Competitive Health Care Business Model
Unique partnership
First of its kind
Best-in-class capabilities
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