logging in or signing up marketingnm Mertice Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 216 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: April 14, 2008 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... By: srik_try (26 month(s) ago) sir its nice please send it to my mailid sir my mail lid is sriktry11@gmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: kush2811 (40 month(s) ago) can u plzzzzzzz send this to my e-mail which is kush2811@yahoo.co.in it is really useful for me i really need it thank u Saving..... Post Reply Close Saving..... Edit Comment Close By: ziko (41 month(s) ago) hi if i can download your Presentation because i need some information please if you cad send it to my e mail (ziko@seznam.cz) thank you for understanding Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Marketing Concepts: Marketing Concepts Application To Your Department Robert H. Wagner, MD, MSMISAbout This Lecture: About This Lecture Not a cookbook of ideas to try out Give a man a fish, and he has a meal. Teach him how to fish, and he’ll never be hungry.What IS Marketing About?: What IS Marketing About? Sales Advertisement Collecting data on your customers Finding the right geographic location Determining the right price for your product Finding out what your customers want Finding out about your competitionIt’s about running your business: It’s about running your business Survival in the business world Expanding your business Meeting new demands Identifying problems before they become problems We Don’t Know What We Don’t Know: We Don’t Know What We Don’t Know Just like medicine, marketing has “subspecialties” Marketing is a profession that has many aspects that are sometimes counterintuitive We think we understand it because we are involved with it everyday (as consumers)Example: Example A famous actress states in a popular magazine that she enjoys rollerblading for both fun and fitness. What is the response of Rollerblade, Inc. to the article?Example: Example Immediately after WWII, IBM commissioned a major consulting firm and asked them to estimate the total future market for computers for business, scientific, engineering and government use. What was their estimate?It’s Not Perfect: It’s Not Perfect New Coke Consumers were loyal to the old product and didn’t want anything different Polavision Instant movies based on Polaroid technology. People preferred videotape Failure to understand needs and wantsHistory of Marketing: History of Marketing Production era - 1850’s - 1920’s “production creates its own demand” - Pillsbury major concern of business was production good products sell themselvesHistory of Marketing: History of Marketing Sales Era - 1920’s - 1960’s Firms could produce more than their customers could buy Competition became significant “We must hire salespeople to sell it just as we hire accountants to keep our books”History of Marketing: History of Marketing Marketing Concept Era - 1960’s - 1990’s “We are in the business of satisfying needs and wants of the consumer” … Pillsbury Satisfy the needs of consumers - product lines expand Achieve the organizations goals (more sales) and a happy (faithful) consumerHistory of Marketing: History of Marketing Market Orientation Era - 1980’s Total quality management Continuously collect information on customers needs and competitors capabilities Share the information across departments Use the information to create customer value (promote customer retention)Understanding Marketing: Understanding Marketing What is marketing about? What (or who) is our market? What is it we do? What is our service? The difference between needs and wants Is value important to a patient? How to approach marketing your practice What is Marketing?: What is Marketing? Marketing is multifaceted I dentifying a group or groups to focus on M odify or influence their behavior A dvertising your products/services G iving (and finding out) what they want E ducation of your customers The Market: The Market Who does Pillsbury sell to? Who are we selling our services to? Patient Insurance company Hospital Referring physicianRelationships: RelationshipsWhat IS Our Product/Service?: What IS Our Product/Service? What do we as Nuclear Physicians provide? Images Treatment Information and service are our primary products! The referring MD is our primary customerNeeds and Wants: Needs and Wants What do Patients Need? Patients need to get better or find out what’s wrong What do Patients Want? Quick service Pleasant, accommodating staff Pleasant, professional surroundings Education and informationGive Patients: Give Patients An accurate estimate of how long it will take to do the study A professional and pleasant staff that looks professional A pleasant, informative place to wait Accurate preparation instructions - phone calls to confirm appointments and follow up calls or surveys on serviceNeeds and Wants: Needs and Wants What do the Insurance Companies need? A rapid diagnosis so that treatment can begin What do Insurance Companies Want? Low cost Fewest tests to be done Patient satisfactionGive Them: Give Them Data Cost effectiveness New procedures Articles and information Access Show them what you do and how you do it Needs and Wants: Needs and Wants What do Physicians Need? Information about what’s wrong with the patient. What do Physicians Want? Definitive answers Rapid delivery The opportunity to learnGive Physicians: Give Physicians Accurate and well worded reports Personalized service Quick report turnaround Information journal articles weekly conferences provide information for residentsMarketing our Service: Marketing our Service Why would physicians send patients to us? A ccurate and definitive results (report) C onvenient location (close to patient/office) T imely delivery of service (image/report) I nformation that is unavailable elsewhere O pportunities to learn new facts N etworking with other physicians (feedback)How Does Value Fit In?: How Does Value Fit In? Value relates to perceived gain in comparison to the amount spent Value for patients - difficult to appreciate They often do not pay the bill directly They often do not know the cost of a procedure They have no basis for comparison to other vendors The value for the patient is tied into the amount of personal care, comfort and attention they receive.How Does Value Fit In?: How Does Value Fit In? Value for referring MD’s No direct experience with the product Know what they need, but not what it costs or how to do it Can compare vendors for results, but not head to head in same patient Value is related to the eventual outcome of the patient. A successful series of one is your best advertising.How Does Value Fit In?: How Does Value Fit In? Value for Insurance Companies No experience, don’t know what they need. Compare vendors mainly for costs Value translates to shorter hospital stays or shorter time to diagnosis which ultimately results in lower costsHow to Market your Practice: How to Market your Practice The traditional four P’s (marketing mix) Product Important to make referring physicians aware of the capabilities you have (Acutect, MPI, PET, etc.) Important to make insurance companies aware of the effectiveness of a procedure Patients generally know of studies peripherally, but can’t choose one product (MRI) over another (CT) Radiologists have some control over the services they offer (promote)How to Market your Practice: How to Market your Practice Price Referring physicians have a general idea of the price, but are more interested in obtaining results. Patients have an idea of the price, but will generally do what the physician requests - they’ve already paid their insurance so it has little importance. Insurance companies - look at price very closely Radiologists often have little control over the price - dictated by Medicare and Insurance CompaniesHow to Market your Practice: How to Market your Practice Place (Distribution) Patients like to have the procedures performed at a location that is convenient to them in pleasant surroundings. Physicians have little concern over the place of service outside of being able to get results as quickly as possible. Insurance companies have little concern over the site of care delivery. Radiologists have little control since the equipment is expensive and hard to move. (Mobile MRI/PET)How to Market your Practice: How to Market your Practice Promotion Patients have limited interest in new technologies related to imaging (no application) Physicians have great interest in knowing of new technologies that may help assist diagnosis (data) Insurance companies have limited interest and often view new technologies as adding to cost rather than replacing costs. (skeptical) Probably the single area that a radiologist has most control over.Market Summary: Market Summary You’ve only got one patient, but three customers! Each customer has different interests and perceptions of value. For a successful practice, all three customer wants have to be addressed in addition to taking care of their needs.What is the Environment?: What is the Environment? Demographics Regulations Economics Technology Competitive forcesSteps to Marketing your Practice: Steps to Marketing your Practice Understand the environmental forces Your Practice Demographics Economics Technology Regulatory Forces Competition React to them!Demographics: Demographics Play an important part in our industry. As the population ages it will cause more demand in certain areas of health care. Increased need for gerontologists, oncologists and cardiologists Increased need for physical medicine & rehab Decreased need for pediatricians? Regulatory Forces: Regulatory Forces The federal government has become increasingly active in the regulation of medicine. Departments of Nuclear Safety, NRC. Regulations regarding mammography. New ones in development.Economics: Economics Currently a greatly expanding economy Health care growth restricted What will happen if the economy goes through a recession?Technology: Technology This is the life blood of radiology - especially nuclear medicine. Advances in imaging have increased demand from physicians. Advances in technology have improved the ability to deliver our product (information) faster and via different means (FAX, E-mail, web-based)Competitive Forces: Competitive Forces Other specialties are interested in doing our studies (OB-Gyn, Cardiology, Neurosurgery, and others) Alternative medicineSteps to Marketing your Practice: Steps to Marketing your Practice Evaluate your practice Strengths Weaknesses Opportunities Threats Be Honest! Put it into a marketing document, and periodically review and revise Internal ExternalThreats and Opportunities: Threats and Opportunities Environmental factors present threats and opportunities. It all depends on your perspective. Not only do you need to be prepared to respond to threats, but opportunities as well.Where does marketing fit in?: Where does marketing fit in? By recognizing the various pressures placed on your business, you can tailor your response appropriately. Radiology is adept at using technology to respond to various forces upon it.The Goal: The Goal The goal of the radiology department is to increase the number of referrals to it. Patients requesting service Physicians requesting special techniques How do we identify what they want?Do your Research: Do your Research Know your customer(s) What they need and what they want Radiology has multiple customers Why are they there and what will make them come back? Know their buying patternsKeep Communication Open: Keep Communication Open Survey them, and act on the survey information Do the doctors need new or different procedures? Patients have concerns regarding service and education. What are they? The Three R’s: The Three R’s Recent article on medical marketing Retention of brand Referrals from other users Related sales Applies not only to pharmaceutical industry, but to any service businessSteps to Marketing your Practice: Steps to Marketing your Practice Develop a vision - where do you want to go? Select target markets - cardiac, oncology, peds Then set goals - determines decisions on Equipment and materials Location Create a plan of action (dynamic document) point of common failure develop milestones to your planSteps to Marketing your Practice: Steps to Marketing your Practice Monitor your progress use your marketing document as a template compare desired results vs. actual act on deviations exploit positive deviations correct negative deviationsMarketing Plan: Marketing Plan Executive summary (written last) Department (section) description Strategic focus and plan mission/vision goals core competency (crucial determination)Marketing Plan: Marketing Plan Situation analysis SWOT analysis Industry (competition) analysis Customer analysis Market Focus Current market Future marketMarketing Plan: Marketing Plan The 4 P’s Price Promotion Product Place Five year projectionImmediate Actions For Your Practice: Immediate Actions For Your Practice Referring Physicians Review report distribution - can it be improved? Do they know what you can do? Remind them. Educate your physicians. Give them articles that show your strengths. Don’t be negative. Show interest in their problems. Ask what they need so that you can respond.Actions For Your Practice: Actions For Your Practice Patient Analyze the patient experience What can be done to minimize inconvenience? Improve the patient waiting room if possible Personalize your service Pre-arrival calls follow up callsActions For Your Practice: Actions For Your Practice Hospital Develop relations with administration Understand their goals and show them yours Show them how improving your business will increase their bottom lineSome Other Ideas: Some Other Ideas Regular Newsletter Journal Articles Lobby Displays Videotapes Posters Articles of research News Programs Radio TV Conferences Case of the month recognition prizes Coordinate with special promos Breast Ca Month Stroke Month Heart MonthSo Don’t Just Sit There!: So Don’t Just Sit There! Evaluate yourself Evaluate your goals Evaluate your department Put it on paper Set a course …..and go do it! You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
marketingnm Mertice Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 216 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: April 14, 2008 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... By: srik_try (26 month(s) ago) sir its nice please send it to my mailid sir my mail lid is sriktry11@gmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: kush2811 (40 month(s) ago) can u plzzzzzzz send this to my e-mail which is kush2811@yahoo.co.in it is really useful for me i really need it thank u Saving..... Post Reply Close Saving..... Edit Comment Close By: ziko (41 month(s) ago) hi if i can download your Presentation because i need some information please if you cad send it to my e mail (ziko@seznam.cz) thank you for understanding Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Marketing Concepts: Marketing Concepts Application To Your Department Robert H. Wagner, MD, MSMISAbout This Lecture: About This Lecture Not a cookbook of ideas to try out Give a man a fish, and he has a meal. Teach him how to fish, and he’ll never be hungry.What IS Marketing About?: What IS Marketing About? Sales Advertisement Collecting data on your customers Finding the right geographic location Determining the right price for your product Finding out what your customers want Finding out about your competitionIt’s about running your business: It’s about running your business Survival in the business world Expanding your business Meeting new demands Identifying problems before they become problems We Don’t Know What We Don’t Know: We Don’t Know What We Don’t Know Just like medicine, marketing has “subspecialties” Marketing is a profession that has many aspects that are sometimes counterintuitive We think we understand it because we are involved with it everyday (as consumers)Example: Example A famous actress states in a popular magazine that she enjoys rollerblading for both fun and fitness. What is the response of Rollerblade, Inc. to the article?Example: Example Immediately after WWII, IBM commissioned a major consulting firm and asked them to estimate the total future market for computers for business, scientific, engineering and government use. What was their estimate?It’s Not Perfect: It’s Not Perfect New Coke Consumers were loyal to the old product and didn’t want anything different Polavision Instant movies based on Polaroid technology. People preferred videotape Failure to understand needs and wantsHistory of Marketing: History of Marketing Production era - 1850’s - 1920’s “production creates its own demand” - Pillsbury major concern of business was production good products sell themselvesHistory of Marketing: History of Marketing Sales Era - 1920’s - 1960’s Firms could produce more than their customers could buy Competition became significant “We must hire salespeople to sell it just as we hire accountants to keep our books”History of Marketing: History of Marketing Marketing Concept Era - 1960’s - 1990’s “We are in the business of satisfying needs and wants of the consumer” … Pillsbury Satisfy the needs of consumers - product lines expand Achieve the organizations goals (more sales) and a happy (faithful) consumerHistory of Marketing: History of Marketing Market Orientation Era - 1980’s Total quality management Continuously collect information on customers needs and competitors capabilities Share the information across departments Use the information to create customer value (promote customer retention)Understanding Marketing: Understanding Marketing What is marketing about? What (or who) is our market? What is it we do? What is our service? The difference between needs and wants Is value important to a patient? How to approach marketing your practice What is Marketing?: What is Marketing? Marketing is multifaceted I dentifying a group or groups to focus on M odify or influence their behavior A dvertising your products/services G iving (and finding out) what they want E ducation of your customers The Market: The Market Who does Pillsbury sell to? Who are we selling our services to? Patient Insurance company Hospital Referring physicianRelationships: RelationshipsWhat IS Our Product/Service?: What IS Our Product/Service? What do we as Nuclear Physicians provide? Images Treatment Information and service are our primary products! The referring MD is our primary customerNeeds and Wants: Needs and Wants What do Patients Need? Patients need to get better or find out what’s wrong What do Patients Want? Quick service Pleasant, accommodating staff Pleasant, professional surroundings Education and informationGive Patients: Give Patients An accurate estimate of how long it will take to do the study A professional and pleasant staff that looks professional A pleasant, informative place to wait Accurate preparation instructions - phone calls to confirm appointments and follow up calls or surveys on serviceNeeds and Wants: Needs and Wants What do the Insurance Companies need? A rapid diagnosis so that treatment can begin What do Insurance Companies Want? Low cost Fewest tests to be done Patient satisfactionGive Them: Give Them Data Cost effectiveness New procedures Articles and information Access Show them what you do and how you do it Needs and Wants: Needs and Wants What do Physicians Need? Information about what’s wrong with the patient. What do Physicians Want? Definitive answers Rapid delivery The opportunity to learnGive Physicians: Give Physicians Accurate and well worded reports Personalized service Quick report turnaround Information journal articles weekly conferences provide information for residentsMarketing our Service: Marketing our Service Why would physicians send patients to us? A ccurate and definitive results (report) C onvenient location (close to patient/office) T imely delivery of service (image/report) I nformation that is unavailable elsewhere O pportunities to learn new facts N etworking with other physicians (feedback)How Does Value Fit In?: How Does Value Fit In? Value relates to perceived gain in comparison to the amount spent Value for patients - difficult to appreciate They often do not pay the bill directly They often do not know the cost of a procedure They have no basis for comparison to other vendors The value for the patient is tied into the amount of personal care, comfort and attention they receive.How Does Value Fit In?: How Does Value Fit In? Value for referring MD’s No direct experience with the product Know what they need, but not what it costs or how to do it Can compare vendors for results, but not head to head in same patient Value is related to the eventual outcome of the patient. A successful series of one is your best advertising.How Does Value Fit In?: How Does Value Fit In? Value for Insurance Companies No experience, don’t know what they need. Compare vendors mainly for costs Value translates to shorter hospital stays or shorter time to diagnosis which ultimately results in lower costsHow to Market your Practice: How to Market your Practice The traditional four P’s (marketing mix) Product Important to make referring physicians aware of the capabilities you have (Acutect, MPI, PET, etc.) Important to make insurance companies aware of the effectiveness of a procedure Patients generally know of studies peripherally, but can’t choose one product (MRI) over another (CT) Radiologists have some control over the services they offer (promote)How to Market your Practice: How to Market your Practice Price Referring physicians have a general idea of the price, but are more interested in obtaining results. Patients have an idea of the price, but will generally do what the physician requests - they’ve already paid their insurance so it has little importance. Insurance companies - look at price very closely Radiologists often have little control over the price - dictated by Medicare and Insurance CompaniesHow to Market your Practice: How to Market your Practice Place (Distribution) Patients like to have the procedures performed at a location that is convenient to them in pleasant surroundings. Physicians have little concern over the place of service outside of being able to get results as quickly as possible. Insurance companies have little concern over the site of care delivery. Radiologists have little control since the equipment is expensive and hard to move. (Mobile MRI/PET)How to Market your Practice: How to Market your Practice Promotion Patients have limited interest in new technologies related to imaging (no application) Physicians have great interest in knowing of new technologies that may help assist diagnosis (data) Insurance companies have limited interest and often view new technologies as adding to cost rather than replacing costs. (skeptical) Probably the single area that a radiologist has most control over.Market Summary: Market Summary You’ve only got one patient, but three customers! Each customer has different interests and perceptions of value. For a successful practice, all three customer wants have to be addressed in addition to taking care of their needs.What is the Environment?: What is the Environment? Demographics Regulations Economics Technology Competitive forcesSteps to Marketing your Practice: Steps to Marketing your Practice Understand the environmental forces Your Practice Demographics Economics Technology Regulatory Forces Competition React to them!Demographics: Demographics Play an important part in our industry. As the population ages it will cause more demand in certain areas of health care. Increased need for gerontologists, oncologists and cardiologists Increased need for physical medicine & rehab Decreased need for pediatricians? Regulatory Forces: Regulatory Forces The federal government has become increasingly active in the regulation of medicine. Departments of Nuclear Safety, NRC. Regulations regarding mammography. New ones in development.Economics: Economics Currently a greatly expanding economy Health care growth restricted What will happen if the economy goes through a recession?Technology: Technology This is the life blood of radiology - especially nuclear medicine. Advances in imaging have increased demand from physicians. Advances in technology have improved the ability to deliver our product (information) faster and via different means (FAX, E-mail, web-based)Competitive Forces: Competitive Forces Other specialties are interested in doing our studies (OB-Gyn, Cardiology, Neurosurgery, and others) Alternative medicineSteps to Marketing your Practice: Steps to Marketing your Practice Evaluate your practice Strengths Weaknesses Opportunities Threats Be Honest! Put it into a marketing document, and periodically review and revise Internal ExternalThreats and Opportunities: Threats and Opportunities Environmental factors present threats and opportunities. It all depends on your perspective. Not only do you need to be prepared to respond to threats, but opportunities as well.Where does marketing fit in?: Where does marketing fit in? By recognizing the various pressures placed on your business, you can tailor your response appropriately. Radiology is adept at using technology to respond to various forces upon it.The Goal: The Goal The goal of the radiology department is to increase the number of referrals to it. Patients requesting service Physicians requesting special techniques How do we identify what they want?Do your Research: Do your Research Know your customer(s) What they need and what they want Radiology has multiple customers Why are they there and what will make them come back? Know their buying patternsKeep Communication Open: Keep Communication Open Survey them, and act on the survey information Do the doctors need new or different procedures? Patients have concerns regarding service and education. What are they? The Three R’s: The Three R’s Recent article on medical marketing Retention of brand Referrals from other users Related sales Applies not only to pharmaceutical industry, but to any service businessSteps to Marketing your Practice: Steps to Marketing your Practice Develop a vision - where do you want to go? Select target markets - cardiac, oncology, peds Then set goals - determines decisions on Equipment and materials Location Create a plan of action (dynamic document) point of common failure develop milestones to your planSteps to Marketing your Practice: Steps to Marketing your Practice Monitor your progress use your marketing document as a template compare desired results vs. actual act on deviations exploit positive deviations correct negative deviationsMarketing Plan: Marketing Plan Executive summary (written last) Department (section) description Strategic focus and plan mission/vision goals core competency (crucial determination)Marketing Plan: Marketing Plan Situation analysis SWOT analysis Industry (competition) analysis Customer analysis Market Focus Current market Future marketMarketing Plan: Marketing Plan The 4 P’s Price Promotion Product Place Five year projectionImmediate Actions For Your Practice: Immediate Actions For Your Practice Referring Physicians Review report distribution - can it be improved? Do they know what you can do? Remind them. Educate your physicians. Give them articles that show your strengths. Don’t be negative. Show interest in their problems. Ask what they need so that you can respond.Actions For Your Practice: Actions For Your Practice Patient Analyze the patient experience What can be done to minimize inconvenience? Improve the patient waiting room if possible Personalize your service Pre-arrival calls follow up callsActions For Your Practice: Actions For Your Practice Hospital Develop relations with administration Understand their goals and show them yours Show them how improving your business will increase their bottom lineSome Other Ideas: Some Other Ideas Regular Newsletter Journal Articles Lobby Displays Videotapes Posters Articles of research News Programs Radio TV Conferences Case of the month recognition prizes Coordinate with special promos Breast Ca Month Stroke Month Heart MonthSo Don’t Just Sit There!: So Don’t Just Sit There! Evaluate yourself Evaluate your goals Evaluate your department Put it on paper Set a course …..and go do it!