新课标数学六年级上册教案93.pptVIP

Marketing Your Healthcare OrganizationIs it really for YOU? Agenda What is Marketing What it is NOT Is it Ethical to Market Medical Services The Concepts of Marketing – S.T.P. The Tools of Marketing – the 4Ps The Key to Medical Marketing - Service Quality Conclusions What is Marketing? The identification of customers’ NEEDS and fulfilling them in a profitable manner (Almost) Anything Can be Marketed Why Marketing is For Everyone “The purpose of a business is to create a customer… Marketing is not a specialized activity…it is the whole business seen from…the customer’s point of view.” MYTHS TRUTHS ABOUT MARKETING Every member of a practice is a? marketing specialist every day, whether consciously or unconsciously What medical marketing can’t do Overcome 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 do Increase 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. What’s Holding You Back It distracts from my “real” work Fear of imposing on others Sleazy image of selling Pressure 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 Resources of Medical Services Technical Quality Physicians’ knowledge Ability to make correct diagnosis Therapeutic procedures Quality of the medical equipment Service Quality. The physicians’ willingness and ability to communicate with the patient. A culture of sharing information, and systems en