Branding Healthcare

8/10/2019 Branding Healthcare

1/29

BUILDINGASTRONGSERVICESBRAND: HEALTH CARE

Presented by :-

Sudhansu Sekhar Panda

Regd No- 1361333012


2/29

HEALTH CARE INDUSTRY

Health careis the treatment and prevention ofillness.

The health care industry treats patients whoare injured, sick, disabled, or infirm.

The delivery of modern health care dependson an expanding interdisciplinary team oftrained professionals.


3/29

SLIMS

3

Indian

HealthcareSector

1

1/23/2014


4/29

RAPIDEXPANSION.

Healthcare is one of Indias largest sectors, in terms ofrevenue and employment, and the sector is expandingrapidly.

The sector is more than $34 billion, translates to $34per capita, or roughly 6% of GDP.

This year, Indiashealthcare sector is projected to growto nearly $40 billion.

The private sector accounts for more than 80%of totalhealthcare spending in India.


5/29

CHANGINGSCENARIOOFSERVICE

More women are entering the workforce as well, furtherboosting the purchasing power of Indian households-changing composition of healthcare sector workforce.

Lifestyle diseases are faster than infectious diseases in

India

Result - increase in cost per treatment, wellnessprograms targeted at the workplace.

Could help to reduce the rising incidence of lifestyle

diseases.


6/29

PRODUCT The product is the central component of any

marketing mix. It covers issues such as servicepackage, core services and managing service offering

and developing service offering. Hospitals today offer the following services:

Emergency services

Ambulance services

Diagnostic services Pharmacy services

Causality services

SERVICE-MIX


7/29

PRICE

Price charged must be able to target customers and itshould co-ordinate with other elements of themarketing mix.

Price usually depends on treatment prescribed by therespective consultants and the facilities offered to thepatient.

A hospital does not believe in profit maximization, itaims at providing quality service for its customers at

reasonable price.


8/29

PLACE

It refers to contact point between the customer andthe service provider, who gets the benefit of theservice.

The two major issues considered regarding thedecision of a place are :-

Accessibilityrefers to the ease and conveniencewith which a service can be purchased, used orreceived.

Availabilityrefers to the extent to which a serviceis obtainable or capable of being purchased, usedand received.


9/29

PROMOTION

Customers need to be made aware of the existenceof the service offered.

Promotion includes advertising, personal selling,sales promotion and publicity.

Hospitals conduct camps in rural areas to givemedical check ups at a reasonable price so that therural people approach the hospital again in the future.

Sponsor frequent visits to the spastic society, old age

homes, etc.

Hospitals generally advertise in health and fitnessmagazines.


10/29

PEOPLE

Doctors And Staffs of Hospitals

It is necessary that the staff in hospital are trained tooffer quality patient care with human touch using stateof the art technology.


11/29

PROCESS


12/29

GENERALPROCESS


13/29

PHYSICAL EVIDENCE

It is the environment in which the service isdelivered with physical or tangible commodities andwhere the firm and the customer interact.


14/29

WHATDOWEMEANBYBRAND?

A BRAND is a name, term,sign, symbol or design, or acombination of these, intendedto identify the goods orservices of one seller or groupof sellers and to differentiate

them from those ofcompetitors (an identifier, apromise)


15/29

BENEFITSOFBRANDING

Identify products

Reduce time required for purchase

Evaluate quality of products

Reduces perceived riskDifferentiates product from competitors

Reduces price comparisons

Communicates company/product values,promises


16/29

BRANDINGSTRATEGY: BUILDINGSTRONGBRANDS

Brand strategy decisions include:

Product/ Service attributes Product/ Service benefits

Product/ Service beliefs and values

Brand Positioning


17/29


Desirable qualities

1. Suggest benefits and qualities

2. Easy to pronounce, recognize, andremember

3. Distinctive

4. Translate well into other languages

5. Can be registered and legally protected.

Brand Name Selection


18/29


Manufacturers brand

Private brand

Licensed brand

Co-brand

Brand Sponsorship


19/29

SOME OF THE INDIA TRUSTED BRANDS IN THE

SERVICE SECTOR


20/29

BRANDINGINHEALTHCARE

For any healthcare service provider the business ofbranding has many facetsand they all need regularattention.

Achieving success in healthcare branding is all aboutconsistently delivering on a promise of an exceptionalpatient experience.

Brandingbrings to mind the logo design, the tagline, thebrochure. And to be clear, these things help speak the

branding message. But the full impact of branding is notjust a matter of what you say in your latest series ofnewspaper ads. It is a matter of what you and your staffexpress to every patientwith every visit. The actualexperience must fulfill on the promise.
http://www.healthcaresuccess.com/marketing-services/brandinghttp://www.healthcaresuccess.com/marketing-services/brandinghttp://www.healthcaresuccess.com/marketing-services/brandinghttp://www.healthcaresuccess.com/marketing-services/branding


21/29

5 TRAITSOFASUCCESSFULHEALTHCAREBRANDSTRATEGY


22/29

IMPORTANCEOFAHEALTHCAREBRANDSTRATEGY


23/29


24/29


25/29

(feeling or showing sympathy andconcern for others)


26/29


27/29


28/29


29/29

Documents

Branding Healthcare