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    Tool For Marketing

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    vyshnosudha
    This document discusses developing marketing strategies for hospitals in tier 2 cities in India. It includes a questionnaire to collect data on existing marketing strategies at hospitals. The questionnaire covers general hospital information, core and additional services offered, target patients, growth over time. It also asks about marketing approaches, strategies, communication with patients, environmental analysis, advertising, targeting audiences, effectiveness of different promotion methods, fee setting objectives and tactics. Checklists are also included to identify the hospital's existing and potential markets and evaluate its overall marketing program.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Tool For Marketing

    Uploaded by

    vyshnosudha
    191 views12 pages
    This document discusses developing marketing strategies for hospitals in tier 2 cities in India. It includes a questionnaire to collect data on existing marketing strategies at hospitals. The questionnaire covers general hospital information, core and additional services offered, target patients, growth over time. It also asks about marketing approaches, strategies, communication with patients, environmental analysis, advertising, targeting audiences, effectiveness of different promotion methods, fee setting objectives and tactics. Checklists are also included to identify the hospital's existing and potential markets and evaluate its overall marketing program.

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    Tool for Marketing

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    This document discusses developing marketing strategies for hospitals in tier 2 cities in India. It includes a questionnaire to collect data on existing marketing strategies at hospitals. The questionnaire covers general hospital information, core and additional services offered, target patients, growth over time. It also asks about marketing approaches, strategies, communication with patients, environmental analysis, advertising, targeting audiences, effectiveness of different promotion methods, fee setting objectives and tactics. Checklists are also included to identify the hospital's existing and potential markets and evaluate its overall marketing program.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    191 views12 pages

    Tool For Marketing

    Uploaded by

    vyshnosudha
    This document discusses developing marketing strategies for hospitals in tier 2 cities in India. It includes a questionnaire to collect data on existing marketing strategies at hospitals. The questionnaire covers general hospital information, core and additional services offered, target patients, growth over time. It also asks about marketing approaches, strategies, communication with patients, environmental analysis, advertising, targeting audiences, effectiveness of different promotion methods, fee setting objectives and tactics. Checklists are also included to identify the hospital's existing and potential markets and evaluate its overall marketing program.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 12

    DEVELOPING MARKETING STRATEGIES FOR HOSPITALS IN TIER II

    CITIES

    I Ravi Kumar Ambati a student of Tata institute of Social Sciences pursuing Master of
    Hospital Administration doing a project on Developing Marketing Strategies for
    Hospitals in Tier II Cities as a part of masters degree. This questionnaire is only for
    academic purpose seek your consent at ______________________hospital mainly to
    understand the existing strategies by collecting relevant data.

    SCHEDULE FOR HOSPITAL


    General:
    1. Year of Establishment
    2. What are the core services you offer in your hospital?
    a. General

    b. Cancer

    c. Diabetics

    d. cardio

    e.ENT

    F. Nephro

    g. Ortho

    h. derma

    i. Pediatrics

    j .Obstetrics

    k. Gynecology

    L. Neuro

    m. Any other

    Specify_____________

    3. What are the additional services you offer?


    Please specify _________________________
    4. What types of patients do you target?
    5. a)How many beds did you have at the time of the establishment of the
    hospital?
    b) How many beds do you have at present?
    6. Opinion about the following.

    Do you Agree (1) Strongly Agree (2) Disagree (3) Strongly Disagree (4)
    Neither Agree or Disagree (5)
    1

    a. Growth in the
    health care
    sector has led
    to increased
    competition
    among
    professionals
    b. Patients have incomplete
    information about the services
    offered
    c. Patients are not aware of what
    they need without assistance
    d. Hospitals have to provide
    information about services
    offered
    e. Doctors should be allowed to
    advertise
    e. Sustained
    demand
    and
    profitability are through
    marketing efforts

    MARKETING STRATEGIES:
    7. How does marketing approach help your Professional Services? :

    a.
    b.
    c.
    d.
    i.

    An Insurance for survival


    e. To make awareness of services
    An opportunity to increase turnover f. To serve effectively
    To overcome competition
    g. To achieve social benefit?
    To maximize profit
    h. To overcome insufficient demand
    Any other(please specify____________________________)

    8. What makes your organization more profitable?

    a. service development alone


    c. Time and Fortune
    e. Others(Please
    specify__________________)

    b. Service development along with


    marketing efforts
    d. effective strategy

    9. Have you got any marketing strategies?

    1. Yes

    2. No

    If yes, in which method?


    a. Traditional methods and avoiding advertising techniques
    b. Minimum use of advertising like fancy brochure and new letters.
    c. Extensive advertising in electronics and print media.
    d. Conducting and participating in seminars
    e. Prepaid health care services
    f. Attending and organizing Special Health Camps
    g. Offering Special Schemes like master health checkup, discounts
    on onetime payment etc.

    10. Do you communicate with your Patients?

    1.Yes

    2. No

    If yes, what are the modes of communication you use?


    a. Telephone

    b. Letters

    c. E-mail

    11. What makes you to develop marketing strategies?


    a. Fluctuating demand

    b. Organizational image

    c. Service Expansion

    d. To identify prospective
    patients

    e. Desire for sustained demand, growth and profitability


    f. Any other please specify____________

    TI

    12. Do you analyze the following environment while formulating strategy planning?
    a. Internal Environment

    b. Market environment(Patients)

    c. Public environment

    d. Competitive environment

    e. Macro-environment (Economic, Technological, Social and Political)


    F. Any other
    13. Do you advertise your services?
    1. Yes

    2. No

    If yes, what are the modes?


    a. Advertisement in print media

    b. Advertisement in electronic media

    c.

    d. Wall Posters

    Telephone Directory

    e. Advertisements through hoardings f. Maintenance of parks


    G. Others
    14. Who are your target audience?
    a. Business People

    b. Salaried Persons

    d. Others

    e. All

    c. Senior Citizens

    15. Which of the following is the most effective for marketing in your service?
    (Give in the order of preference)
    A. Widening and deepening of personal sources
    B. Favorable awareness programmes (Association, Membership,

    Seminar, Scholarship, Awards, Camps)


    C. Service and Market Specialization
    D. Replacing Patients

    E. Any other

    16. How do you motivate and influence the prospective patients to seek your
    services?
    a. Best quality service

    b. Sharp pricing and discounting

    c. Slick brochures

    d. Social Service

    e.Any other

    17. Do you seek feedback from your patients about their satisfaction?
    Yes

    No

    If yes, how do you measure this satisfaction?


    a. Repeated Calls

    b. Influencing other patients

    c. Appreciation

    d. Presenting Memento

    e. Soliciting (Doctors) for social and family function


    18. How much time do you allocate to listen to your patient's problems?
    a. Sufficient time allocated while meeting the patients (patients)
    b. After working hours, time is allocated
    d. No time allocation

    c. During informal chat


    e. Any other

    19. Do you reward patients for frequent use of your services?


    1. Yes

    2. No

    If yes, by?
    a. Giving discount

    b. No fee for certain consultation

    c. Free medicines

    d. Others

    20. Do you offer additional service and benefits to your patients?


    Yes

    No

    If yes, what are they


    a.Easy payment option

    b.Accept Credit Cards

    c.Free supply of educational materials

    d.Free Medical Certificates

    e.Samples at free of cost

    f.Service out of office

    g.Others
    21. What are the sales promotion activities that you undertake?
    a. Executive Health Checkup

    b. Smart-card

    c.Insurance Schemes

    d.Health Card

    e. Discount on Smart card

    f. Other

    FEE SETTING:
    22. What are the objectives of fee setting
    a. Profit maximization

    b. Market Penetration (lower fee)

    b. Market skimming (higher fee)

    c. Cost Oriented

    c. Demand Oriented

    f. Competition Oriented

    g. Satisfying patients

    h. Sufficient returns to shareholders

    23.How do you fix your fee?


    a. Fixed Fee
    c. Fee depends on patients

    b. Fee depends on services


    d. No rigid formula

    b. Any other
    24.What are the tactics followed while fixing fee?
    a. Offering Packages

    b. Demanding Premium

    c.High Fee, High Quality

    d. High Expectation

    d. Low Fee

    f. Reasonable Fee

    25.Indicate your response to the following


    Agree (1) Strongly Agree (2) Disagree 3 Strongly Disagree 4 Neither Agree Nor
    Disagree 5

    1
    Low fees amounts to
    rendering low quality of
    service
    Fixing of low fee
    stimulates rapid market
    growth
    High Fee is an indication
    of high quality of service
    A low fee would
    discourage actual and
    potential competition
    Patients are to be
    informed about fees
    before they actually
    receive the service

    Checklist identifying an organizations existing and potential markets

    1. Who are all your major markets and publics?


    2. How large is the service area covered by the hospitals market?
    3. What are major segments in each market?
    4. What are the present and expected future size profit and characteristics of
    each market or market segment?
    5. What is the expected growth rate of each segment?
    6. Where do hospital patients come from geographically?
    7. What are the benefits that customers in different segments derive from the
    product: economics, better performance, displaceable cost?
    8. What are the customer attitudes in different segments: brand awareness,
    brand image (mapping)?
    9. What is the lifecycle status of the product?

    Checklist the marketing program

    1. Does the hospital have a high level officer to analyze, plan and implement its
    marketing work?
    2. Is there a need for more training, incentives, supervision or evaluation for other
    marketing staff?
    3. Does the organization personnel understand and practice the marketing concept?
    4. What is the organization core strategy for achieving its objectives and its likely to
    succeed?
    5. Are the marketing resources allocate optimally to the major elements of the
    marketing mix i.e. product quality, personal contact, promotion and distribution?
    6. Does the organization carry out periodic studies to determine the contribution and
    effectiveness of various marketing activities?
    7. Does the organization have an adequate marketing information system to service the
    needs of managers in planning and controlling various markets?

    PRODUCT/SERVICES
    1.
    2.
    3.
    4.
    5.
    6.

    What are the general outstanding characteristics of each product or service?


    What services are most heavily used? Why? Are there distinct group of users?
    What is the profile of patients who use the service?
    How many services have been dropped?
    What are the most common complaints against services?
    What services could be added that would make the hospital more attractive to patients,
    medical staff and non medical personnel?
    7. Does the hospital have any other features that individualize its service or give an
    advantage over competitors?
    PRICING STRATEGY
    What is the pricing strategy of the organization?
    A. Cost plus
    B. Return on investment

    C. Stabilization
    D. Demand
    How are prices for services determined?
    How often price are reviewed? What factors contribute to price increase/decrease?
    How are the hospitals pricing policies viewed by patients, physicians, third-party payers,
    competitors and regulators?
    How are price promotions used?

    PROMOTIONAL STRATEGY
    What is the purpose of the organizations present promotional activities (including
    advertisement)?
    A. Protective
    B. Educational
    C. Search out new markets
    D. Develop all markets
    E. Establish a new service
    Has this purpose undergone any change in recent years?
    To whom has advertising largely directed:
    a) Donors
    b) Patients (former, current or prospective)
    c) Physicians (on staff or potential)
    What methods have been used for measuring advertising effectiveness?

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