【精品】新课标数学六年级上册教案93

Marketing Your Healthcare OrganizationIs it really for YOU?,Dr. Hesham O. Dinana,Agenda,What is Marketing & What it is NOTIs it Ethical to Market Medical ServicesThe Concepts of Marketing S.T.P.The Tools of Marketing the 4PsThe Key to Medical Marketing - Service QualityConclusions,Egyptian Marketing?,SellingPublic RelationsAdvertisingPromotion,What is Marketing?,The identification of customers NEEDS and fulfilling them in a profitable manner,(Almost) Anything Can be Marketed,ConsumerGoods andServices,Business-to-BusinessMarketing,Idea,Place,PeopleMarketing,Not-For-ProfitMarketing,Major Criticisms of Healthcare Marketing,Marketing Wastes Money Marketing is Intrusive Marketing is Manipulative Marketing will lower the quality of health care Marketing will cause health care institution to compete Marketing will create unnecessary demand for health care,Why Marketing is For Everyone,“The purpose of a business is to create a customerMarketing is not a specialized activityit is the whole business seen fromthe customers point of view.”,If you focus on the patient and the patients needs you are practicing marketing concept,MYTHS & TRUTHS ABOUT MARKETING Every member of a practice is a marketing specialist every day, whether consciously or unconsciously,What medical marketing cant doOvercome unsatisfactory or unpleasant experiences in your practice. Overcome poor performance by you and your staff. Create a sudden and incredible response. Create a demand for services where no demand exists. Produce effective results if the message is misleading.,What medical marketing can doIncrease awareness in your market area and reach newcomers. Encourage current patients to STAY. Generate renewal and referral patients. Increase patient volume for certain services and programs. Support volume at slow times of the year. Improve the attitude and morale of you and your staff.,Whats Holding You Back,It distracts from my “real” workFear of imposing on othersSleazy image of sellingPressure to produce results,“Life is too short to make all the mistakes yourself”,Marketing Concepts,The Three Questions:1. Who are we?2. Who cares?3. How do we get our message out?,Marketing Tools: The Marketing Mix,ProductGood, Service, Idea, Place, Person,PriceAssignment of Value,PlaceAvailability of Product,PromotionActivities to Inform Consumers,Tools that Are Used Together to Create a Desired Response Among a Set of Defined Customers,Product Mix length,Product line width,Inpatient Services,Ambulatory Services,Health Promotion,Five Patterns of Market Coverage,M1,M2,M3,P1,P2,P3,Product/marketconcentration,M1,M2,M3,P1,P2,P3,Productspecialization,M1,M2,M3,P1,P2,P3,Marketspecialization,M1,M2,M3,P1,P2,P3,Selectivespecialization,M1,M2,M3,P1,P2,P3,Full coverage,Resources of Medical Services,Technical Quality Physicians knowledge Ability to make correct diagnosisTherapeutic proceduresQuality of the medical equipmentService Quality.The physicians willingness and ability to communicate with the patient.A culture of sharing information, and systems enhancing a long-term doctor-patient relationship,Service Quality is IMPORTANT,Business with High Service Quality have:12% higher return on sales6% faster growth rate10% price premium,Patients as Consumers,The majority of your patients are (or will be) sophisticated, comparison-shopping consumers of health care, who are armed with facts, ideas, and concerns that they have reaped from different media, and from their friends, associates, and family. Your patients will assess your medical practice and compare it to other practices where they have previously been and will evaluate your practice against standards THEY consider important. How patients rate your practice will influence patients to stay with you even if there is a problem.Consider very carefully what messages you convey about yourself, your practice, and the importance of your patients to your practice.,How to develop your medical marketing plan,Define your target audienceResearch your service areasKnow your competitorsDefine your GoalDevelop your planImplement your planFollow up your plan,Who are your Target audience,Any group or individual that affect the revenue and profitability of your practice. Patients-your current revenue base and major source of referrals. General public-especially those who do not have a doctor and might need your practice someday. Referring physicians-send your practice patients needing your services. Special groups-targeted for future services, such as HMO members (managed care). Media contacts-need to know what is newsworthy about your practice. Area Employers-pay for health insurance plans for patients, also have employees with occupational injuries, or have applicants needing pre-employment health assessments (preventative AND industrial medicine services). Government/regulatory agencies-their decisions effect your business. Staff members-whose performance greatly determines patient satisfaction and practice productivity Providers-all important to your business, such as laboratories, pharmacies, hospitals, civic groups, salespeople/vendors, etc.,Researching your Service Areas,How many people live in your service area? How is the population distributed? Age distribution: has the birth rate increased or decreased during the last ten years? Where are certain ages most prevalent? (for example: young families concentrated in newer subdivisions, and older people in established, older neighborhoods) Composition of families: Singles, married couples with and without children, single parent families, etc.) Population expected to grow or change? New industry or new housing expected in your area soon? Median income of those living in your service area Percentage of the population is employed: percentage of white collar / blue collar Industries: types most prevalent, major employers Stability of the community and the economy (old and established area VS upwardly mobile living temporarily here Physicians: Dr. to patient population ratio, location of doctors, populated areas around the physician locations,Know your Competitors,It is important to know: HOW MANY physicians of your specialty are there in your community or service area, where they are located, and in what concentration. WHAT SERVICES your direct competitors provide; in this way you may be able to provide needed services. WHAT VOLUME these doctors have; accepting new patients or are they closed to new patients? (OPPORTUNITY!),Key to Patient loyalty“feeling for staff and patients that PATIENTS ARE YOUR NUMBER ONE PRIORITY is the only way doctors can make sure they keep their patients by cultivating relationships with them. ”,The actions of the entire staff can make or break a practice. An excellent doctor with mediocre staff will not prosper. How well the office does is up to both the physician and the staff. You have joint custody of your practices patients. Respect your patients. Go out of your way to do something nice for each one. Memorize names. Jot down on sticky paper and place in the chart any personal info you would like to remember (such as a new grandchild, likes to garden, son in college, plays tennis, etc. ) People love to hear someone else remember things about themselves. Focus your attention on the patient, as much as you are able. Avoid doing three things at once while you are talking to the patient. Wait until they are finished talking to speak. Be a good listener. Show empathy. How would YOU feel if you were going through the same situation?,Keeping your current patient“On an average, every happy patient can bring you six happy referrals. And conversely, on an average, every disgruntled patient will relay his or her negative message to 26 other people ”,WHY PATIENTS LEAVE THEIR PHYSICIANSDoctor vague and evasive Poor or no bedside manner (physician) Chronically not seen on schedule No diagnosis given Doctor discourages second opinion Doctor does not respect confidentiality Unpleasant office staff,Some ideas on keeping your patient,Small assessment cards to be filled by the patient on what he liked most about the service and ideas to improve itReminder calls or cards for their next appointmentsBirthday cardsReminder notes to yourself that would help to ask about personal stuff your patient cares about,PRINTED MATERIALS AS A MARKETING TOOL,Printed materials are can be an effective image-maker and a positive marketing tool, if your choices are made with care. The printed materials that you present to your patients and other contacts are a reflection on the quality and image of your office. Things you will need to be custom printed: Letterheads-letterheads should be of letterhead-weight paper, with an impressive look and texture Business cards-business cards likewise should be of heavier weight with impeccable typesetting. Remember that these cards are passed on to others, especially potential patients and referrals. Patient brochures-Appointment cards-Prescription Direct mailing brochures. . Cards: birthday cards, appointment reminder postcards, preventative care reminder cards, thanks you cards for public relations purposes and for follow-up continuity.,PRINTED MATERIALS AS A MARKETING TOOL,PRINTED EDUCATIONAL INFORMATION MATER