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APPLICATION OF MARKETING
CONCEPTS IN MY PRACTICE:
A PARADIGM SHIFT
LILIBETH MARTIN MARAVILLA
NOVEMBER, 2016
www.docheartblogspot.com

MARKETING CONCEPTS THAT CAN BE APPLIED IN MY
CLINICAL PRACTICE AND IN THE VASCULAR
LABORATORY
 POSITIONING MY CLINIC AND THE NONTHERMAL
ABLATION (NTA) PROCEDURE DONE IN THE
VASCULAR LABORATORY
DETAILED INFORM CONSENT FORM TO INCLUDE
OVERVIEW OF THE NTA PROTOCOL, WHAT TO EXPECT;
EMPHASIS ON THE SUCCESS RATE AND MINOR
ADVERSE EVENTS RELATED TO IT AND FEES ( DOUBLE
MESSAGE )
WRITTEN OUTLINE ON THE POINTS OF PARITY AND
POINTS OF DIFFERENCE WITH A COMPETITOR VEIN
CLINIC AND VASCULAR LAORATORY

MARKETING CONCEPTS THAT CAN BE APPLIED
IN MY CLINICAL PRACTICE AND IN THE
VASCULAR LABORATORY
 POSITIONING MY CLINIC AND THE
NONTHERMAL ABLATION (NTA) PROCEDURE
DONE IN THE VASCULAR LABORATORY
EXPANDING THE POTENTIAL TARGET MARKET
(PTM)
INCREASING THE AREA WHERE PTM AND
PENETRATED MARKET OVERLAP

LABORATORY
 DIFFERENTIATION
HIGHLIGHT SERVICE DIFFERENTIATION
A. RELIABILITY: COMPETENT VASCULAR
SPECIALIST AND NURSE/VASCULAR
TECHNOLOGIST
B. INNOVATIVENESS: CONCEPT OF A ONE- STOP
SHOP FOR PATIENTS WITH CHRONIC VENOUS
DISEASE (CVD); A VARIETY OF NTA METHODS
OFFERED
 CREATE AND EXPAND A NICHE MARKET

LABORATORY
ENHANCE INTERACTIVE MARKETING:
WIDEN THE INTERNET VISIBILITY OF MY CLINIC
AND THE VASCULAR LABORATORY IN THE
HOSPITAL WEBSITE AND OTHER SOCIAL MEDIA
CONNECTING TO CUSTOMERS
ATTRACT CUSTOMERS AND BUILD THEIR
LOYALTY
CONTROL THE QUALITY OF SERVICE: QUICK
RESPONSE TO SERVICE FAILURE
DEVICE A MEANS FOR OUT-OF-CLINIC INTERACTION
WITH CUSTOMERS

LABORATORY
CREATE, COMMUNICATE AND DELIVER VALUE
EMPHASIZE QUALITY SERVICE AT AN
AFFORDABLE PRICE
CONDUCT REGULAR UNIT AUDIT BASED ON
DOCTOR’S PERSPECTIVE
CONTINUE BENCHMARKING
PERFORMANCE MARKETING
DEVICE OBJECTIVE MEASURES OF
PERFORMANCE

BUILDING STRONG BRAND: ESTABLISH
BRAND POSITIONING
1a. CREATE A FORM FOR NTA PROCEDURES
UTILIZING DOUBLE MESSAGING, WHICH WILL ALSO
SERVE AS THE INFORMED CONSENT
BEFORE:
FORM NON-EXISTENT; ONLY USED GENERAL SURGICAL
INFORMED CONSENT FORM
NOW:
PREPARE A DETAILED FORM CONTAINING THE FOLLOWING:
PROCEDURAL PROTOCOL
WHAT TO EXPECT
HIGH SUCCESS RATE
MINOR ADVERSE EVENTS RELATED TO THE PROCEDURE
COST EFFECTIVENESS

SAMPLE FRONT PAGE OF A PATIENT’S FORM, MORRISON’S
VEIN INSTITUTE

BUILDING STRONG BRAND: ESTABLISH BRAND
POSITIONING
1b. PROVIDE PATIENT WITH A SEPARATE OUTLINE OF
THE POINTS OF PARITY AND POINTS OF DIFFERENCE
WITH A COMPETITOR VASCULAR CLINIC
BEFORE :
VERBALLY EXPLAIN ALL AVAILABLE
INTERVENTIONS AND THE ADVANTAGES OF
NTA TO THE PATIENT DURING INITIAL VISIT:
CANNOT FULLY ASSESS IF THE PATIENT WAS
ABLE TO COMPREHEND AND REMEMBER THE DATA
THAT WERE DISCUSSED

BUILDING STRONG BRAND: ESTABLISH
BRAND POSITIONING
NOW :
PREPARE A WRITTEN SUMMARY IN LAY MAN’S
TERM; HIGLIGHTING POINTS OF PARITY AND
POINTS OF DIFFERENCE OF NTA WITH A
COMPETITOR OFFERING THERMAL ABLATION.
THIS CAN BE BROUGHT HOME OR
DOWNLOADED AT THE WEBSITE

POSITIONING
2. EXPAND POTENTIAL TARGET MARKET FOR
VASCULAR DIAGNOSTICS AND NTA PROCEDURE
BEFORE:
CURRENT POTENTIAL TARGET MARKET (PTM)
 IN-HOSPITAL REFERRALS
 WALK-IN PATIENTS WHO COME TO KNOW THE
PROCEDURE THROUGH HOSPITAL’S
POSTERS AND WORD OF MOUTH

POSITIONING
NOW :
IDENTIFY OTHER PTM FOR THE CLINIC AND THE NTA
PROCEDURE
 REGULAR COMPANY EMPLOYEES
 SEAFAIRERS AND OTHER OFWs
 REFERRING DOCTORS AT DMMC, OTHER
HOSPITALS AND PRIVATE CLINICS
 TEACHERS

POSITIONING
3. INCREASE THE AREA OF OVERLAP BETWEEN PTM
AND PENETRATED MARKET FOR THE VASCULAR
LABORATORY AND NTA PROCEDURE
BEFORE:
 SMALL OVERLAP BETWEEN THE PTM AND
THE PENETRATED MARKET AS EVIDENT IN THE
LOW CENSUS

POSITIONING
NOW:
 COORDINATE WITH THE INDUSTRIAL UNIT: WIDEN
INDUSTRIAL EMPLOYEES’ AWARENESS ON CVD
AND THE BENEFITS OF NTA
 COORDINATE WITH THE HMO UNIT:
POSSIBLY INCREASE THE COVERAGE FOR NTA;
CREATE NEW PACKAGES
 COORDINATE WITH THE MARKETING UNIT:
CONTINUE THE SEARCH FOR PTM AND TO
PERIODICALLY ASSESS THE AREA OF OVERLAP
WITH THE PENETRATED MARKET

PORTER’S WINNING STRATEGY :
DIFFERENTIATION
4. DIFFERENTIATE THE CLINIC AND THE VASCULAR
LABORATORY FROM COMPETITORS
BEFORE :
 THE CLINIC IS KNOWN TO ASSESS AND TREAT
GENERAL CARDIOLOGY AND PERIPHERAL
VASCULAR MEDICINE CASES
 THE VASCULAR LABORATORY IS KNOWN TO
OFFER A VARIETY OF VASCULAR DIAGNOSTICS
AND NTA PROCEDURE

DIFFERENTIATION
NOW:
HIGHLIGHT SERVICE DIFFERENTIATION
IN MARKETING’S INFORMATION CAMPAIGN
RELIABILITY:
 BOARD CERTIFIED VASCULAR
MEDICINE SPECIALIST TRAINED ON NTA
 NURSE/VASCULAR TECHNOLOGIST
WITH 15 YEARS OF EXPERIENCE

DIFFERENTIATION
INNOVATIVENESS:
 THE ONLY VASCULAR LABORATORY IN
TANAUAN, STO TOMAS, UPPER AND
LOWER LAGUNA THAT OFFERS A
VARIETY OF NTA PROCEDURE
 ONE-STOP SHOP FOR PATIENTS WITH
CVD

PORTER’S WINNING STRATEGY: NICHE
MARKETING
5. CREATE AND EXPAND A NICHE MARKET
BEFORE:
 NATIONAL PREVALENCE STUDY ON CVD DONE
(MARAVILLA, ABOLA AND SALVADOR, NNHES,
2008): 52% PREVALENCE; SOUTHERN
TAGALOG REGION HAVING ONE OF THE HIGHEST
BURDEN
 MARKETING UNIT LESS AGGRESSIVE IN
CREATING A NICHE MARKET DESPITE THE
HIGH PREVALENCE

PORTER’S WINNING STRATEGY: NICHE
MARKETING
NOW:
 MEET WITH THE THE ADMINISTRATIVE
DIVISION ON DESIGNING AND
IMPLEMENTING MORE AGGRESSIVE
MARKETING APPROACH

CONNECTING TO CUSTOMERS
6. ATTRACT CUSTOMERS AND BUILD THEIR
LOYALTY
BEFORE:
 NO DEDICATED CELPHONE NUMBER
IN THE CLINIC FOR OUTPATIENTS’
SCHEDULING AND INQUIRIES
 OUTPATIENTS ALL COME AT THE
SAME TIME, RESULTING IN A LONG
QUE

NOW:
 ARRANGE SCHEDULES OF PATIENTS IN THE
CLINIC WHO ARE FOR CARDIAC AND VASCULAR
DIAGNOSTICS AND NTA
 DEDICATED CELPHONE NUMBER FOR
OUTPATIENT SCHEDULING, QUESTIONS AND
INQUIRIES
 ESTIMATED TIME OF CONSULTATION RELAYED
TO THE PATIENT UPON SCHEDULING TO AVOID QUE

7. CONTROL THE QUALITY OF SERVICE: FAST
RESPONSE TO SERVICE FAILURE
BEFORE:
 ACTS FAST BY PERSONALLY CALLING THE
NURSE SUPERVISOR TO ADDRESS MY PATIENT’S
COMPLAINT ARISING FROM HOSPITAL SERVICES
 REQUEST THE PATIENT TO DISCUSS THE MATTER
WITH THE SUPERVISOR BEFORE LEAVING THE
CLINIC
 LACKS FOLLOW-UP IF THE COMPLAINT WAS
PROPERLY RESOLVEDwww.docheartblogspot.com

CONNECTING TO CUSTOMER
NOW:
DISCUSS THE FOLLOWING WITH THE NEWLY
APPOINTED PUBLIC RELATIONS OFFICER
 REVITALIZE THE OUTPATIENT EVALUATION FORM (
CURRENTLY ONLY IN-PATIENTS ARE GIVEN EVALUATION
FORMS PRIOR TO DISCHARGE)
 PROVIDE FORMAL FEEDBACK TO THE PATIENT
 PROVIDE FORMAL FEEDBACK TO THE
CONCERNED DOCTOR AND STAFF

ENHANCE MARKETING COMMUNICATION
8. ENHANCE INTERACTIVE MARKETING
BEFORE:
 NO ORGANIZED LINKED IN ACCOUNT, BLOG
SPOT
 POSTERS AND ADS WERE THE ONLY
MARKETING COMMUNICATION USED FOR NTA
PROCEDURE

ENHANCE MARKETING COMMUNICATION
NOW:
 STRENGTHEN LINKED IN CONNECTIONS
 START WRITING BLOGS ON TOPICS RELATED
TO VENOUS DISEASES AND NTA PROCEDURE
 MAKE THE VASCULAR LABORATORY SERVICES
MORE VISIBLE AT THE DMMC WEBSITE
 COORDINATE WITH THE MARKETING UNIT TO
UTILIZE THE INTERNET AND SOCIAL MEDIA AS
INFORMATION CHANNEL

UPDATE CURRENT DMMC WEBSITE TO INCORPORATE
HIGHLIGHTS OF SERVICES OFFERED BY THE VASCULAR LAB

CREATE, COMMUNICATE AND DELIVER
VALUE
9. CREATE, COMMUNICATE AND DELIVER HIGH
VALUE SERVICE
BEFORE :
 CREATE, COMMUNICATE AND DELIVER HIGH VALUE
SERVICE THROUGH COMPETENT SPECIALIST AND
TECHNOLOGIST
 OFFER AFFORDABLE PRICE FOR NTA PROCEDURE, HALF
THE PRICE IN OTHER VEIN CLINICS
NOW:
 CONTINUE CREATING AND IMPLEMENTING TACTICS
TO FURTHER IMPROVE QUALITY SERVICE AT
AFFORDABLE PRICE

10. DEVICE OBJECTIVE MEASURES OF
PERFORMANCE
BEFORE:
MAIN DETERMINANT OF GROWTH IN THE
VASCULAR LABORATORY IS THE
ACHIEVEMENT OF THE YEAR’S TARGETED PROFIT
LACK OF DOCTOR’S INVOLVEMENT IN THE
PERIODIC PLANNING

10. DEVICE OBJECTIVE MEASURES OF
PERFORMANCE
NOW:
 DOCTORS, MARKETING AND ANCILLARY
HEAD TO REGULARLY MEET AND EVALUATE
CENSUS TREND, PROBLEMS ENCOUNTERED
AND POSSIBLE SOLUTIONS
 DESIGN WAYS TO MEASURE NONFINANCIAL
RETURN
 DOCTORS TO TAKE PART IN DETERMINING
STRATEGIES TO ACHIEVE LONG TERM
GROWTH

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