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Marketing plan for a 150
bedded Cardiac Hospital
Dr Milan D Choksey ( 2009 HO 003)
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Malabar Hill Cardiac Centre
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Malabar Hill Cardiac Centre
Vision
The Malabar Hill Cardiac Centres vision of the
future is an integrated health care system thatachieves a dominant place in tomorrows
health care market by providing high quality,
cost effective cardiovascular services that
meet the needs of our communities.
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Mission
The Malabar Hill Cardiac Centre, through
partnering with physicians and employees, iscommitted to delivering state-of-the-art
cardiovascular care in a professional, caring,
patient-focused setting, which will enhance
the quality of life for our patients and their
families
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Values
High quality Community
Excellence Accountability
Awareness Results
Respect Expertise
Teamwork
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Situational analysis
Location: Malabar Hill, South Mumbai
Fully functional Cath lab and Cardiac
Diagnostic Services No other comprehensive cardiac hospital in
surrounding area
Residences of high-income group families Residences of many corporates
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Location of many corporate offices
High degree of awareness of life style diseases
Presence of many wellness centres, gyms, etc
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Marketing strategy
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Marketing team
Reports to the CEO
Team of about 4 to 6 persons
Should comprise of persons who have passion formarketing
Preferably some one who has experience ofmarketing
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Marketing Ps
Product/services
Price
Place
Person
Promotion
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PRODUCTS/SERVICES PROVIDED
CARDIOLOGY
Coronary, carotid, radial and renal
angiography
Coronary, Carotid, Renal and
Peripheral Angioplasty and Stenting
Primary Angioplasty for Acute
Myocardial Infarction (Heart Attack)
Balloon Mitral, aortic and pulmonary
Valvuloplasty
Intra-arterial thrombolysis and coilembolism
Pacemaker implantation
Electrophysiological studies
Device closure of ASD, VSD, PDA
Paediatric interventions
CARDIAC SURGERY Coronary Artery Bypass Surgery
Division CABG
Valvular Heart Surgery
Paediatric Cardiac Surgery Division
Minimally Invasive Cardiac Surgery
Aortic Surgery Division
Circulatory Assist Division
Surgery for Heart Failure and HeartLung Transplantation Division
Renal
Dialysis unit
A-V fistula creation
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TECHNOLOGY
1.5 Tesla whole-body MRI
with total imaging matrix
technology
64-slice CT scan
Flat panel cath lab
800mA X-ray with floating
table
SUPPORT SERVICE
Blood bank
Dialysis
Laboratory
Heamatology, Clinical
Pathology, Histopathology,
Cytopathology,
Microbiology and ImmunoAssay.
FACILITIES
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HEALTH CHECK UP
EXECUTIVE
Consultation by a cardiologist
Blood sugar Random
Lipid Profile X-ray Chest PA view
Treadmill test or
Echocardiography
Final assessment & report
64 Slice CT angiography
COMPREHENSIVE
Consultation by cardiologists
Blood sugar Random
Lipid profile
ECG
Complete Haemogram
Urine routine and Microscopy
Serum creatinine
X-ray Chest PA view
Treadmill test and orEchocardiography
Cardiac Catheterization andCoronary angiography
Final assessment & Report
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AMBULANCE SERVICES
A high tech mobile coronary care ambulance,
fitted with all the essential equipments
(ventilator, defibrillator, multi parameter
patient monitoring system and roll-in
stretcher) and communication facilities
needed to transfer the patient to the ABMH
cardiac centre available 24 hours a day.
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PRICING
The pricing strategy to be used is:
1. Premium pricing: as ours is the only hospitalwith cath lab facilities, premium prices can
be charged for the service s provided
2. Competitive pricing: for other services,market based pricing is employed
3. Cost plus pricing = service cost + profit4. Promotional pricing: adopted for health
check up plans to promote the service
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Place
Place is our hospital where the services areprovided
In hospital marketing
Dedicated public relations department Dedicated call line
Comfortable ambience and landscaping
Helpdesk
Easy registration process and token system
Comfortable waiting areas
Proper signage's
Display floor wise hospital map
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State of art Cath lab and Cardiac diagnosis
centre
Health check up lounge In hospital gym, yoga centre, music centre,
cooking classes
S
tress management clinics
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People
Various stakeholders include:
1. Customers (patients)
2. Doctors/nurses/paramedical staff3. Corporates
4. International patients
5. Vendors/suppliers
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Customers (patients)
Targeted population comprises of:
Elderly people (primarily)
People with positive family history
People with previous history of cardiac related
episode
People with known diagnosis of cardiac problems
People with other risk factors like obesity,diabetes, etc
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Brochures, flyers, posters, billboards
Newspaper ads , magazines, lifestyle sections, etc
Bus stops and depots, railway stations, sides of
buses and trains, at airports
Kiosks at malls, theatres, other public places
Health check up camps targeting special
populations like elderly, special risk groups, etc Community out reach programs
Organizing public lectures
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Radio and television National and local channels
Advertisements in English, Hindi, Marathi and Gujarati
Preventive and health maintenance tips from panel
doctors Radio interviews and discussions on important cardiac
topics
Targeting local public forums and groups like laughingclub, skating club, yoga club, etc
Targeting patients clubs like hypertension club,diabetes clubs, etc
Targeting health promotion facilities like gym, spas, etc
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Online marketing
Comprehensive up-to-date website Creative and catchy
Information regarding services provided
Information regarding panel doctors and their timings
Virtual tour of the hospital cath lab, rooms, cardiacdiagnostic lab, yoga centre, gym, etc
Link to blogs, discussions, videos highlighting the servicesof hospital
Presence on social networking sites like facebook, orkut,linkedin, etc
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Personalized service
Dietary and lifestyle management advice from
experts
Communication with corporate physicians
Participation in Corporate Social Responsibility
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Doctors
Highlight the panel doctors in hospital brochures,websites, etc
Easy access to all referring doctors
Continuous CMEs for panel and referring doctors
Allowing research work for panel doctors
Conducting conferences on cardiac topics
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Highlight some major surgery, procedure or
achievements
Greetings/gifts on major events of doctors life
Communication with local professional bodies like
cardiologists association, physicians association,etc
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Nearby hospitals, labs, etc
Co-promotion such as camps, CMEs, publicprograms etc
Tie-ups with key referral centers
Key specialist support
Staff training to improve quality
Co-branding
Network hospital approach
Profit sharing arrangements
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International patients
Identify countries from where customers areexpected
Marketing in identified countries
Tie up with hospitals, insurance agencies, otherhealth care providers in the country
Hospital webpage in language of targeted country
Tie with transport agencies, hotels, tourorganizers, restaurants providing targeted
countries cuisines
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