Marketing Plan for 150 Bedded Cardiac Hospital

1. Prepared By: Mr. Sameer Shinde
Course Program : Executive Post Graduate Diploma in
Hospital Administration
Assignment Topic: Planning of
Marketing for 150 Bedded Cardiac Hospital

2. Healthy Heart Club Hospital

3. Healthy Heart Club Hospital
 Mission: To operate as a world class heart
hospital incorporating the latest technological
advances and ethical practices to provide
quality Heart Care at a reasonable cost.
 Vision: Globally preferred center in heart care
excellence
 Core Values
1. Customer Satisfaction
2. Highest Quality
3. High Performance
4. Integrity & Ethical Practices
5. Innovation & Change

4. Strategic Place
 Based on Market Responsive Methodology:
Identify total cardiac target market (TCTM)
 Competitive positioning of the Hospital
were there is not a superspeciality hospital
 The TCTM is the population from which a
cardiovascular program could reasonably
expect to draw patient referrals.
 The TCTM geographic area usually reflects
the distance that individuals will travel for
sophisticated heart care.
 The TCTM methodology is supported with
a consideration for geographic and social
barriers, physician referral patterns,
outreach efforts, and planned growth and
practice expansion opportunities

5. Infrastructure Facilities
 150 bedded hospital
 10 surgical suites
 50 bedded ICCU
 High Tech Cath Lab

6. Interventional Cardiology Service Profile
 Angiography
 Complex Angioplasties (
Coronary & Peripheral)
 Valvoplasty
 Aortic Aneurysm Stenting
 Closure of Congenital Heart
Defects
 Carotid, Renal & Peripheral
Vascular Stenting
 Active Electrophysiology
Programme with Pacemaker
 Implantation & Heart
Transplant

7. Non Invasive Cardiology Services
 Electro cardiogram (ECG)
 Echocardiogram(ECHO)
 Stress Echocardiogram
 Holter Monitoring
 Advanced Echo Doppler Machines
 Electrophysiology Lab
 Ambulatory Blood Pressure Monitoring
 Tread Mill Test

8. Choose Your Personal Cardiologists
Choose any one of the Five Eminent
Cardiologist
at Healthy Heart Club Hospital as your
Personal
Cardiologist.
Dr. ABC: Mon – Sat
Timings: 9:00 am to 11:00 am
Dr. EFG: Tue, Thu, Sat
Timings: 1:00 pm – 3:00 pm
Dr. EFG : Mon, Wed, Fri
Timings : 7:00 pm– 8:00 pm
Dr. HIJ: Mon – Fri
Timings: 3: 00 pm – 4:00 pm
Dr. KLM: Mon- Sat
Timings: 9:00 am – 4:00 pm
Dr. NOP: Mon- Sat

9. Pediatric Cardiac Care
 With the aim of reaching out to
the maximum no. of children
from congenital heart defects
(CHD). Healthy Heart Club
Hospital incorporates a team
of doctors, nurses , technicians
and the best facilities make us
stand out in providing best
care to “every little heart”
 The center provides offers
comprehensive pediatric
cardiac services cater to all
age groups, neonates, infants,
children and adolescents

10. Heart Failure & Transplant Program
 Comprehensive advanced
heart failure disease
management clinic where
medical therapy is optimized
prior to determining if
cardiac transplantation is
indicated. Labs, EKGs, and
Chest X-rays services
available on site.
 Active site for on-going
clinical research trials for
heart failure patients that
focus on optimal medical
therapies, infusion
therapies, and mechanical
assist devices.
 Approved by the United
Network for Organ Sharing

11. Promotional Activities

12. Enroll for Health Heart Club
 Enroll as a member & determine your heart condition
through tests & interaction with the cardiologist of your
choice from the panel of doctors.
 If your heart is found to be healthy, you continue with
the membership for the whole year.
 During this period regular check ups and consultations
will be arranged. Any additional cardiac diagnostics
including angiography within one year period, guided by
your chosen cardiologist is at free of cost.
 Annual Member ship fee Rs. 5000-/-. If your are
diagnosed with an heart aliment after enrollment we will
continue all our support along with 20% discount on in
house diagnostics test along with angiography.

13. Healthy Heart Check Tests & Investigations on
your 1st Visit
 Routine test: CBC, ESR, Blood Grouping, Urine Analysis.
 Diabetic Profile: Blood Sugar Fasting, Post Lunch
 Lipid Profile: HDL, LDL, VLDL, Triglycerides, Total cholesterol, HDL Ratio
 Extended Lipid Profile: Apo lipoprotein A 1, Apo lipoprotein B & Ratio
 Kidney Profile: BUN, Bicarbonate, Creatinine
 Cardiac Markers: Homocystine & CRP
 Thyroid function Test: TSH
 Radiological Investigations: Chest X –Ray PA view
 Special Cardiac Evaluation: ECG, Stress Test, 2- D Echo, Body composition
analysis, Pulmonary Function Test
 Consultation with Personal Cardiologist
 Consultation with dietician

14. Additional Benefits of Membership
 A member ship card will be issued
within few days after qualifying for the
membership.
 All in house diagnostic services
including angiography will be done
free of cost during membership period
 15% discount on all in house
radiological and pathological tests
during the validity period.
 Pick up for you by ambulance in case
of emergency.
 In case of emergency no upfront
deposit on admission . Payment can be
done within 24-48hrs.
 Complementary breakfast subsidiary
during healthy heart evaluation( 1st
visit)
 Invitations will be given for camps.
Educational sessions happening in the
hospital
 During visit you will be routed
through priority queues.

15. The State of the Art Cardiac Rehabilitation Center of
the Hospital
 Medically supervised cardiac
rehabilitation program assists
patients recovering from various
cardiac conditions. Whether a
patient is recovering from heart
surgery, a heart attack,
angioplasty/stent, heart
transplant, or suffers from stabile
angina, our professional staff of
cardiac nurses and exercise
physiologists will lead them
through a program of exercise
and education, which will allow
the to return to the most active
and healthy life possible.

16. Corporate Promotion
 A long-term association with
Corporate sector by signing a
memorandum of understanding (MoU)
 Client Relationship Management
(CRM) forms the basis for soliciting
corporate tie-ups. Special discounts
and value added services
 Reminders of appointments
and follow ups
 Record of birthdays and
anniversaries of patients
gives them a delight experience

17. Health Check Up Camps

18. Branding to stand our from the crowd
Making the presence felt in
homes, city streets , on
hoardings, circulating
merchandise Bags, T-shirts,
Diaries etc..

19. Media Promotion
 Effective Healthcare Advertising for Television
 Create Effective, Compelling Broadcast Commercials and
Campaigns:
1. Website Footage
2. Welcome Videos
3. Meet the Doctors and Staff
4. Testimonials
5. In-Office Reception DVDs
6. Live Events and Expert Panels
7. Webcasts and Video Shows
8. Commercials (All lengths and budgets)
9. Video News Releases
10. Training Videos
11. Video Search Engine Optimization

20. Promotion through Internet Search Engines
 Advertise Your Medical or
Healthcare Website on Google,
Yahoo! and Virtually All Search
Engines: Strategies search engine
marketing campaigns (also known as
Pay-Per-Click or PPC), you can easily
advertise directly on these search sites
to attract targeted visitors to your
business. a solution that tracks the
leads you get through your online
advertising.
 You will receive reports that give you
the phone numbers and e-mail
addresses of the customers that
contact you! We can track online
customers as they become “offline”
leads.
 Best of all, you only pay for visitors
who search for your product/service
online, look at your ad AND choose to
enter your site — “pay-per-click”
advertising. Identify potential patients
by the terms they type into search
sites.
 Target customers who are searching
for your products or services in your

21. Promoting the Golden Hour Moment & Emergency services
 The "Golden Hour" describes
that window of time after the
onset of a heart attack when
getting medical treatment is
critical in avoiding significant
damage to the heart muscle.
 Emergency Cardiac Ambulance
Services
 Easily accessible help line
numbers displayed and
marketed

22. Internal Marketing
 Start with our educational program:
seminars, camps workshops
 Most important make your employees
aware of any latest events or
achievements done by hospital: Make
them feel pride in the organization
 Recreational activities for employees
and patients in the hospital: awareness
of health issues, get it covered by
media.
 Employees as customers: Privileged
treatment packages in our hospital
 Heart forums and groups for
discussions on special days: World
Heart Day and create special occasions
 Regular articles by doctors in
healthcare magazines
 CEO to speak at various seminars on
national and international platforms
 Innovative surgeries and procedures to
be published as research papers

23. Medical Value , Accreditation , Tie ups & Collaboration

24. Patient Assistance Department
 Pick up and drop to airports
 Flight booking counters
 Cab booking counters
 Hotel booking
 Complaint Redressal cell
 Maintaining patient database and regularly keep in
touch via email, face book, twitter etc.

25. Marketing
 It features candid, honest interviews with
patients, doctors and staff posted on video
library on webpage: The cardiac videos
provide numerous examples of how our
cardiac team delivers faster response, greater
experience and more effective processes to
help patients deal with life-threatening heart
conditions.
 Emotional, human stories: Patient experience
videos and testimonials written by patients
on webpage and blogs. These people and
their stories put a very human face on cardiac
care at Heart Care Centre.

26. Special Cause Related Marketing

27. Conclusion
 Health care marketing is a new field that will
increasingly become important to the everyday
practitioner. This is a direct result of a health care
environment that continues to squeeze costs and will
rely more on out-of-pocket payments by patients in the
future. Although many physicians do not see the
delivery of health care as a business, in this day and
age one cannot ignore the fact that those who are not
marketing themselves and their practice will likely not
maximize their revenue stream.