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Healthcare Marketing & Branding
Dr. Narottam Puri Advisor – Medical, Fortis Healthcare Ltd
Advisor – Healthservices, FICCI
Chairman – NABH
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Service sector emerging as bigger than manufacturing
sector – its marketing has revolutionized norms
“Healthcare marketing coinciding with service marketing
revolution”
Corbin, Kelly & Selwartz
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Healthcare Marketing
Do a good job in marketing healthcare providers such as:-
Pharma
Medical technology
Health insurers
Healthcare providers don’t fully understand the value of
a loyal patient
Need to build & develop long term patient – provider
relationship
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Why has healthcare – world’s largest service industry been
tardy in marketing itself?
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Is it an invasion of privacy?
Is it gross commercialization?
Is it risky if handled insensitively or inappropriately?
Is it ok to market about new medicines, new procedures,
new programs?
Healthcare Marketing
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As healthcare costs increase and as most Indian consumers
pay out of pocket, marketing will be key to increase market
share & profits
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Consumers (patients & attendants) base their evaluation of
healthcare services that often have nothing to do with
benefit they seek from the provider (for e.g. clean room,
waiting time, staff behavior)
Buying a car
Understands the problem/need statement
Can figure out a solution based on available
information and own understanding
Decision maker – Self
Decision can be postponed
Display of end product available
Test drive/trial period
Risk- financial
Aggressive marketing is effective
Direct marketing to consumers
Treatment for pain in left hand
Only knows symptoms
Doesn’t have the understanding, hence has to
rely completely on a doctor to figure out a
solution
Decision maker- Doctor
Decision may not be postponed
No display of end product
No trial
Dual risk- Matter of life or death + financial
Hospital can't promote its services overtly-
suspicion & mistrust
Marketing to referring doctors + patients
FMCG / Durables vs. Healthcare
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Healthcare providers cant survive for long only on clinical
outcomes
Best clinical outcomes & excellent quality service are now
prerequisite for an organization to succeed
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Healthcare marketing = Marketing strategy + effective
market operations (tactics)
Healthcare Marketing
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Principles of Healthcare Marketing & Branding
Formulate your brand identity and inform internally & externally
Provide adequate resources
Integrate marketing plan with financial and organizational business
plan
Ensure that marketing has demonstrable ROI and communicate it
internally
Integrate marketing, PR & social media
Ensure marketing remains an important topic at the top
management level
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Types of Marketing
Internal Marketing
Doctors (employed, empanelled & retainer)
Nurses & paramedics
Patients & relatives (including key influencers)
Hospital staff
External Marketing
Advertisement
Media
Presence at large gathering
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Marketing Solutions
Should you:-
Market your hospital
Market your doctor
Marketing Challenge
Market your doctor (whether empanelled {visiting} or employed) who brings:-
Value
Business
Academic excellence
Community reach
Solution
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Do not target only the patient,
target “influencers”,
family & friends as well
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Changing face of healthcare marketing
Doctor Driven
Old System
Customer (Patient) driven / Market driven
New System
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Business Requirements
Increase loyalty
Decrease patient defection
“100% increase in profits likely by retaining an additional
5% customers”
Reichfield, Harvard Business Review – 1990
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“Loyalty is a response on the part of a customer when a
company fully delivers on & often exceeds its promise to
the customer. It becomes a state of mind such that the loyal
customer does not entertain alternative.”
Lain M Steiber SDA
Edge J, Health Strategy, 2004
Developing Loyalty
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Expected service quality (Fundamental & expected)
Value (Receipt in exchange of payment)
Satisfaction (Contentment in terms of delivery)
Delight (Highest attainable level)
• Customer loyalty • Return visits • Positive word of mouth communication
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New Trends
Role of social media
News channel
Internet
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Benefits of social media use
Improving patient care
Media coverage
Brand building
Attracting patients
Attracting new staff
WHAT IS YOUR UNIQUE VALUE PROPOSITION?
DO YOU HAVE A BRAND ?
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What is a Brand? A powerful Brand is more than a name, a logo, or a tagline.
A powerful Brand is more than a set of products and services.
A powerful Brand is more than a perception or image.
A powerful Brand is a promise a company makes, and keeps…
To its customers,
To its employees,
To its stakeholders,
To its investors;
And, to the community in which it operates.
And, a powerful Brand delivers on that promise at every touch point, from the
very first exposure to the company, through every experience and interaction with
the organization, creating an unshakable bond and a level of trust that cannot be
undermined, regardless of business, competitive or market challenges.
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WRITE COCA-
COLA ON THE CAN
AND YOU CAN
CHARGE $3
Why? Water + Sugar + Fizz (put it into a can)
= Costs less than 30c
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Take cheap fabric (the cheapest) make
pants using a 100 year old design =
production cost $7
Why?
PUT THE NAME LEVI’S
ON THESE ORDINARY
PANTS : AND CHARGE
$40 (no problem) 24
Wh
at
is a
BR
AN
D?
“A brand is more than a name
or a logo – it is a promise
and a contract with every
customer with whom you are
dealing. And if people feel that
the offering does not live up to
what they expect from the
brand, they will decide to stop
buying”
- Richard Branson 25
Brand Power: Coca Cola
The Coca Cola company attributes 50% of their revenue to the power of their Brand – the company’s unique emotional connection to its customers, nurtured over decades, that makes Coke more than just another cola.
The Brand generated more than $14 billion in 2007, out of $29 billion in total revenue. Coca Cola’s 2007 revenue was double that of Pepsi.
RC Cola, comes in as a distant third in the $50B soft drink category, not only due to their limited business model, but also as a result of a nonexistent brand.
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IF WHAT MAKES A
GREAT BRAND HASN’T
CHANGED ALL THAT
MUCH, WHAT HAS?
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Evolution of Brand Building
OLD
Messages
Static
Saying
Look & Feel
Posing
Simplicity
Touch points
Audience
NEW
Conversation
Dynamic
Doing
Experience
Authenticity
Complexity
Engagements
Community
About
Transactions
About
Relationships Influenced by the thinking of John Grant, as shown in The Brand Innovation Manifesto
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STOP CAMPAIGNING.
START COMMITTING.
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CAMPAIGNING = MARKETING FOR SHORT TERM GAINS
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“Stop campaigning,
start committing”
Paul Isakson
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COMMITTING =
BUILDING YOUR
BRAND ON CORE
PRINCIPLES THAT
NEVER CHANGE. 32
COMMITTING = MARKETING FOR LONG TERM GROWTH
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COMMITMENTS
CREATE
BRAND LOYALISTS
Why Create A Powerful Brand? Brand, based on an emotional bond with customers, employees and
stakeholders, results in documented, measurable superior returns. Increased top-of-mind awareness, preference and intent-to-do-business.
Increased perceived value of products and services, allowing price advantages.
Increased customer loyalty.
Higher company valuation with stock price increases of roughly 5% to 7%
compared to competitors.
Increased employee retention and attraction of the “best and brightest”.
Insulation from competitive challenges and negative economic conditions.
Increased effectiveness of advertising and marketing initiatives, allowing for lower spend.
Increased positive media coverage.
Increased ability to quickly overcome and recover from serious mistakes or a potentially threatening business crisis.
Increased ability to successfully expand.
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Fortis Hospitals (India)
Case Study
Communication Objective
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To portray Fortis Healthcare as:
Industry leader
Top-of-the-mind among hospitals
Best in consultation, treatment, care
Appealing to healthcare decision-makers
Focused on good health rather than illness
Knowledge repository
Communication Avenues
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Advertising and Direct Marketing
Most control over message, least credibility
Public Relations
Less control over message, more credibility
Web-based Communications
Least control over message, most credibility
Building a healthcare brand
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Community Engagement/CSR
Dynamism/Size/Intent
Clinical Excellence FORTIS
Education
Promote: • Health Days • Topic specific communication
like diabetes, etc.
Promote: • Accreditation • Clinical talent • Medical Program & Equipment • Rare Surgery • Boutique hospital – La Femme
Increase awareness of our brand positioning (Expertise with warmth) through • Build Brand Awareness • Corporate Profiling
Promote: Social & Community initiatives
Various Mediums
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Posters
Radio
Collaterals
Television
Billboard Media
Public Relations
Internet
Caveats
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Don’t over-promise
Don’t be seen as an organization that is hungry for business
Promote the institution over individual doctors
Remain consistent in ethics and values
Maintain transparency in the system
Advertising
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Advertising
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Advertising
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Advertising
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Advertising
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International Accreditation: JCI
Building a Boutique
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Other Specialities
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Direct Marketing : Leaflets, Fliers, Brochures
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Fortis Medillectual Quiz
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Medical Quiz Across Medical Colleges in Delhi
Participating colleges:
• All India Institute of Medical Sciences
• University College of Medical Sciences
• Vardhaman Mahavir Medical College
• Maulana Azad Medical College
• Lady Hardinge Medical College
Indian Scenario
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Only two thirds of India’s 1.2 billion population with some level of literacy
Over 100 languages/dialects
Over 100 million newspapers circulated
Nearly 200 TV channels with about 25 dedicated to news
Almost all publications on the internet
Close to 100 million television homes
Implications
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Crowded marketplace has led to revenue pressures and shrinking editorial
space
News has to have an appeal/saleability
Over-exposure could make one a target of curiosity
Media interaction needs to be broad-based
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Interface with Media
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Proactive
A good place to start because you can share information in a mutually beneficial
relationship
Pre-emptive
Advance intelligence on a planned story can mean the opportunity to present
your point of view
Reactive
Calling for action, perhaps after some initial damage
Fortis pics
55
Fortis pics
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PR
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PR
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Target Audiences
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Patients and Relatives
Those looking for practical information on reaching a doctor or hospital that will
help them get the best medical advice and treatment
Academics, Healthcare Professionals /Enthusiasts
Those in the field of healthcare, looking for educational information on a topic or
general information/events on health and wellness
Internet Junta
Those interested in everything current and popular on the internet. They are the
ones who make or break brands on the web
Channels
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Corporate
Company website
Foundation website
Official blogs
Social Media
Blogs, etc.
Web Applications
Intranet
Present Website
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Total site hits – 9,59,121 (Average – 1,06,569 p.m.)
Fortis Foundation's Social Media Connect
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CSR goes beyond business
Additional credibility with minimal risk
Attracts the attention of lay public
Emotional leverage through human interest stories
Features proposed in foundation site map:
Comments on case studies, videos, photos
Fconnect on all pages
Options like: volunteer, support, donate online
Web Strategy
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Begin to make our presence known
Fortis on the worldwide web
Corporate Website
Presence in Social Media:-
- Digg, Stumble Upon, Wikipedia, DesiPundit, BlogAdda and news sites
- Churn conversation - Facebook, Fortis Blog, Yahoo Buzz, Yahoo Q&A, Rediff
Answers, watblog, health blogs, Twitter
SEO for all web content
One focused campaign
Intranet space for shared content (events, clips, etc.)
Side Effects of Social Media
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Young lady diagnosed as a case of brain tumor
Operated upon by a reputed neurosurgeon
Informed consent taken
Operated and tumor removed
Next day – patient fine and moved to P-OP ward
Sudden worsening of condition, shifted to ICU and managed
Recovered but relapsed again after a day
ICU costs kept going up – drugs, ventilator, investigations
A week after surgery patient died
Side Effects of Social Media
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A week after surgery patient died
Patient’s relatives refused payment. hospital insisted on payment
Patient’s relatives went wild on the web accusing the doctors and the hospital
This really went viral – “infecting “ a lot of “injured” souls
Finally stopped when hospital waived off the bill
Lessons
Quick service recovery vital
Web can be market friendly social medium but it can turn into a foe
Fortis on Social Networks
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Facebook Fans
Fortis Healthcare – 11,158 fans
Twitter Followers
Fortis Healthcare – 4,823 followers
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Thank you
