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Mohamed Refaat, MBA
Page 2
Executive SummaryBy December 2010, MDH will be serving about 2,980,154 populations. It will specialize in the fastest growing alternative health care specialties.It will provide quality healthcare services to people of all ages. Also it will utilize new equipment and a trained staff, able to care for the individual needs of every patient that enters the Hospital.
This marketing plan will include:
•Vision & Mission •SWOT Analysis •Marketing Strategy •Marketing Objectives •Sales Objectives
Page 3
•Sales Targets•Sales Promotion Strategy•Sales Promotion Calendar•Media Strategy•Media Calendar•PR Strategy•PR Calendar•Customer Relations Strategy•Customer Relations Calendar•Outreach Strategy•Outreach Calendar•Community Programs Strategy•Community Programs Calendar•Initiatives to increase the existing customer base•Initiatives to increase the new customer base•Marketing Audit•New projects initiatives
Page 4
Vision: MDH will be one of the health care leaders in the Eastern Province providing exceptional medical care and service for every patient, every day, in a patient-centered, family-focused environment.
Mission: To help MDH achieve their most ambitious marketing goals and strategic communications objectives through providing strategic counsel, creative solutions and timely, responsive activities , strong marketing concepts and excelling at customer service.
Page 5
Internal AnalysisSWOT Analysis
Strengths- Long History- Downtown Location that easily reachable.- Medical specialties- ERP
Weaknesses- Inpatient accommodation facilities that don’t meet their expectations.- Inadequate PPM for existing equipments.- Shortage of medical equipments- Lacking of sub specialties. - Ambulance car.
Opportunities- Pre planned future expansions.- Fast growth of medical insurance business.- Attracting new specialties and subspecialties. - Conference room facility/ Education and training.- Re activation of IVP programs. - Providing competent high quality services. - Increasing cash patients through ministries promotion program.
Threats- Lacking of International accreditations.- Decreasing rate of cash patients.- Competitors price war. - Governmental Hospital competition threats: - Sophisticated equipments. - Free of charge medical services. - Competitive salaries for MS.- Lacking of IVP programs.
Page 6
Marketing Strategy
•To Increase our overall revenue at all targeted segments by 25%.•To Increase number of referrals of companies, private hospitals and polyclinics by 25%.•To provide competent and comprehensive, efficient and reliable services, which is going to strengthen relations with our clients and community.
Page 7
Marketing Objectives - 2010
•To Increase our overall revenue at all targeted segments by 25% •To Increase number of referrals of companies, private hospitals and polyclinics by 25%.•To provide competent and comprehensive, efficient and reliable services, which is going to strengthen relations with our clients and community.•To attract additional insurance companies A & B categories.•To put more concentration on RTA cases coming from governmental hospitals.•To support higher management to establish center of excellence.
Page 8
Sales Objectives - 2010
Target for the year 2010
SR.80,635,498 Millions (Sales objectives for MDH are 25% growth to be added to 2009)
Breakup Target 2010 % age contribution
2009 Actual Best of last five years
Cash 24,834,878 % 31
16,896,341.00 16,896,341.00Credit 55,800,620 % 69
40,668,494.00 40,668,494.00
Page 9
Segments Jan Feb Mar
Apr May Jun Jul Aug Sep Oct Nov Dec Total
Cash 1,656,543.45
1,223,667.25
1,151,106.75
1,248,244.10
1,195,095.45
1,035,804.60
1,057,729.95
1,284,650.65
873,328.43
1,179,516.33
1,282,366.00
1,253,611.00
16,896,341.00
Credit 3,966,059.16
4,441,864.61
4,186,233.61
4,546,582.66
4,470,706.67
4,627,131.22
4,487,910.89
4,013,525.96
3,121,552.97
4,377,071.84
3,881,271.00
3,492,397.00
40,668,494.00
Monthly Total 5,622,602.61
5,665,531.86
5,337,340.36
5,794,826.76
5,665,802.12
5,662,935.82
5,545,640.84
5,298,176.60
3,994,881.40
5,556,588.17
5,163,637.00
4,746,009.00
57,564,834.00
Sales 2009 (in Millions)
Page 10
Segments Jan Feb Mar
Apr May Jun Jul Aug Sep Oct Nov Dec Total
Cash 2,070,543.45
1,528,667.25
1,438,106.75
1,560,244.10
1,1493,095.45
1,293,804.60
1,321,729.95
1,605,650.65
1,091.425,43
1,473,516.33
1,602,957
1,567,013
21,120,42
Credit 4,957,059.16
5,551,864.61
5,232,233.61
5,682,582.66
5,587,706.67
5,783,131.22
5,608,910.89
5,016,525.96
3,901,552.97
5,471,071.84
4,851,588
4,365,496
50,835,567
Monthly Total 7,027,602.61
7,081,531.86
6,671,340.36
7,242,826.76
7,081,802.12
7,077,935.82
6,931,640.84
6,622,176.60
4,992,881.40
6,945,588.17
6,454,546
5,932,511
80,635,498
Sales Targets 2010 (in Millions)
Page 11
Segments Jan Feb Mar
Apr May Jun Jul Aug Sep Oct Nov Dec Total
Cash
5719 5294 5836 5841 6015 5758 5230 5890 4644 6017 5599 5988 67831
Credit
17455 17247 19182 18642 17678 18060 17608 17060 12984 19656 16901 19181 212660
Monthly Total
23,174.00 22,541.00 25,018.0
0 24,483.0
0 24,699.00 23,818.00 22,838.00 22,950.00 17,628.00 25,673.00 22,500.00 25,169.00 280,491.00
Sales 2009 (in Numbers)
Page 12
Sales Targets 2010 (in Numbers)
Segments Jan Feb Mar
Apr May Jun Jul Aug Sep Oct Nov Dec Total
Cash
7148 6617 7295 7301 7518 7197 6537 7362 5805 7521 6998 7485 84788
Credit
21818 21558 23977 23302 22097 22575 22010 21325 16230 24570 21126 23976 265825
Monthly Total 28,967.00
28,176.00
31,272.00
30,603.00
30,873.00
29,772.00
28,547.00
28,687.00
22,035.00
32,091.00
28,125.00
31,461,00
350,613,00
Page 13
Action Plan
•Attracting new categories of charge patients with new policies to be gained from insurance companies. •Intensive media campaign for the new medical Depts. •Intensive out reach schedule for low revenue Dept doctors.•Increasing sales calls for sub insurance companies and GOSI.•Arranging for medical specialties clubs annual plan.
Page 14
Sales Promotion Strategy
Objectives:
• Increasing the number of cash patients.• Maximizing total revenue.• Attracting new customer segments
Page 15
Sales Promotion - Results
Expected Results:
Total Incremental Revenue -SR. 8,000,000 (in Millions)Cash - SR. 4,500,000 (in Millions)Credit - SR. 3,500,000 (in Millions)
Total Increment in Number of Patients – 280,491 Numbers
Cash - 67,317 Credit - 213,173
Page 16
Sales Promotion Expected Expense:
– Total expected expense
for sales promotion -SR. 85,000
• Expected Expense for
Sales promotion (Cash) – SR. 20,000
• Expected Expense for
Sales Promotion (Charge) - SR. 20,000
• Expected Expense for
sales promotion (insurance) - SR. 40,000
• Expected Expense for
sales promotion (customer segments) – SR. 5000
Page 17
Sales Promotion Calendar – 2010(Hospital Level)
• There is a lot of promotions planned for 2010:1.Sales promotion programs which is customer relationship
building. a. Discountsb. Free services2.Business promotion program.
Page 18
Sales Promotion Plan – 2010(Hospital Level Promotion)
Sl.No Promotion Details PeriodFrom - To
Expected Revenue
Incremental Revenue
Expected Expense
1 Pre Marital Examination
1Jan -31Dec 250,000 248,000 2,000
2 Antenatal Care 1July –31 Dec 350,000 347,000 3,000
3 Second Opinion Cases(Cash patients)
1Jan -31Dec 250,000 248,000 2,000
4 Off Days 1July -31Dec 500,000 482,000 18,000
Page 19
Sales Promotion Plan – 2010(Cash Patients)
Sl.No Promotion Details PeriodFrom - To
Expected Revenue
Incremental Revenue
Expected Expense
1 3 Ministries Discounts 1March -31 Dec
500,000 490,000 10,000
2 General Checkup 1Jan -31Dec 200,000 195,000 5000
3 Antenatal Care 1July -31Dec 350,000 340,000 10,000
4 Off Days 1Jan -31Dec 500,000 485,000 15,000
5 International Days 1Jan- 31 Dec 100,000 95,000 5000
Page 20
Sales Promotion Plan – 2010(Charge)
Sl.No Promotion Details PeriodFrom - To
Expected Revenue
Incremental Revenue
Expected Expense
1 Second Opinion Cases coming from Insurance Companies
Twice a year 250,000 240,000 5,000
2
3
4
Page 21
Sales Promotion Plan – 2010(Customer Segments)
Sl.No Promotion PeriodFrom - To
Expected Revenue
Incremental Revenue
Expected Expense
1 Philippines Week 12 – 18 June
20,000 18,500 1,000
2 Egyptian Week 23 - 30 July
25,000 23,500 1,000
3 Pakistani Week 14 – 20 August
50,000 13,500 1,500
4 Indian Week 15 – 21 August
50,000 13,500 1,500
5 Sudan's Week 1-8 January
25,000 23,500 1,000
Page 22
Sales Promotion– 2010(Effectiveness Evaluation)
• (Tools to evaluate its effectiveness)
• Growth in number of patients.• Growth in total revenue.• Cost- Benefit analysis.• Attendees response.
Page 23
Media Strategy
Objectives• To improve the awareness level of the customer about our new
services.
• To have a continuous communication channels with the customers.
Results• Supporting Medical departments in planning and achieving their
media activities.
Page 24
Media Budget
Total Media Budget - SR. 300,000
– TV - SR. 00
– Press - SR. 150,000
– Outdoor - SR. 30,000
– Indoor (internal Communications) - SR. 120,000
– Internet - SR. 00
Page 25
Media Calendar – 2010
Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TV
------------------------
------------------------
------------------------
------------------------
------------------------
------------------------
------------------------
------------------------
------------------------
------------------------
------------------------
------------------------
Press(Newspaper)
Dr.Loay
Dr.Ihab
Dr.Nadia
CT Dr.Ihab
Dr.Loay
Dr.Manouj
Outdoor(egs: billboards)
MDH billboards
MDH billboards
MDH billboards
MDH billboards
Indoor(eg: Al Akbar)
MDH Akhbar
MDH Akhbar
MDH Akhbar
MDH Akhbar
Internet
OK OK OK OK OK OK OK OK OK OK OK OK
Page 26
Media Calendar – 2010Press
Newspapers/Magazine
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
MDH Newsletter OK OK OK OK
Al-youm newspaper
OK OK OK OK OK OK OK OK OK OK
Page 27
Media Calendar – 2010Outdoor/Indoor
Locations & Indoor materials
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Main Reception Roll up +Posters
Roll up +Posters
Roll up +Posters
Roll up +Posters
Roll up +Posters
Roll up +Posters
Roll up +Posters
Roll up +Posters
Roll up +Posters
Roll up +Posters
Roll up +Posters
Roll up +Posters
Male waiting areas
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
Female waiting areas
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
New Dr posters
Page 28
Media Calendar – 2010Internet
Websites details
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Existing services
OK OK OK OK OK OK OK OK OK OK OK OK
New services OK OK OK OK OK OK OK OK OK OK OK OK
New doctors updating
OK OK OK OK OK OK OK OK OK OK OK OK
Registrations ------ ------ ------ ------ ------ ------ ------ OK OK OK OK OK
Page 29
Tools to evaluate the media effectiveness
(Tools for evaluate the effectiveness of media activities)
• Growth in number of patients.
• Growth in Revenue.
• Awareness growth about the hospital services
Page 30
PR Strategy
Objectives
• Building good relations with publics by obtaining favorable publicity.
• Building up a good hospital image.
• Heading off unfavorable rumors and events.
Results
• Creating and placing newsworthy information in the news media.
• Building and maintaining relations with government officials.
• Building and maintaining relations with donors or members of nonprofit organizations to gain financial or volunteer support.
Page 31
PR Calendar – 2010
Activities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
School Visits Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok
Woman Day 8th
Civil Defense Day
12th
Health care Day 7th
Dental are Week 7th
Mother Day 10th
Family Day 15th
Stop Smoking Day
31st
Drugs Stopping Day
26th
Children Day 7th
Behavioral health Day
10th
Page 32
Activities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Diabetic Day 14th
Aids Day 1st
Handicapped Day
3d
Police Day 18th
Page 33
Customer Relations Strategy Objectives for 2010
-Implementing CRM which will lead us:
• To improve the satisfaction level of the customer
• To minimized the complaint of the patients
• To make a continuous communication with the customers
Results
• Building and maintaining profitable customer relationship.
• Delivering superior customer value and satisfaction.
• Customer equity which is the total combined customer lifetime values of all of the Hospital customers (The more loyal the hospital’s customers, the higher the hospital’s customer equity).
Page 34
Customer Relations Calendar – 2010
Activities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Patient satisfaction Survey
OK OK OK OK OK OK OK OK OK OK OK OK
Client satisfaction Survey
OK OK OK OK OK OK
Page 35
Customer Relation – Activity Schedule
Sl.No Activity Period Responsibility
1 Monthly party 1st Friday M. Refaat
2 Children club Weekly Mrs. Azza
3
4
Page 36
Outreach Strategy
Objectives• Increase the business relationship with the referral doctors.
• Maximizing publicity of MDH through serving the medical field in the region.
Expected Expenses SR. 4,000
Page 37
Outreach program Calendar – 2010
Depts/Doctors Date of Visit Place
Dr. Manoug Jan Indian School
Dr. Reda A.RazakDr. Heba Ashry
Jan WAMY
Dr. Loay BasiounyDr. Nadia Tobgy
Feb GOSI
Dr. Tamer March GOSI
Dr. M.Ismail March Cement
Dr. M. Awady April STC
Dr. Loay Basiouny April GOSI
Page 38
Departments/Doctors
Date of Visit Place
Dr. Saeed IqbalDr. Serine
April Pakistani School
Dr. A. Hameed May SCECO
Dr. MervatDr. Heba Ashry
May WAMY
Dr. Bahaa June Al-Zamil
Dr. Malak June Saudi Airlines
Dr. M. Awady June SCECO
Dr. Gamal A. Hameed July GOSI
Page 39
Departments/Doctors
Date of Visit Place
Dr. Loay Basiouny Sep GOSI
Dr. M.Ismail Sep Saudi Airlines
Dr. Reda A.Razak October Beauty Forum
Dr. M. Ashraf October Pakistani School
Dr. Atiya November Al-Rashid
Dr. Talaat November Indian School
Dr. Loay Basiouny November GOSI
Dr. M. Awady December Cement
Page 40
Outreach Program – 2010(Activity Plan)
Sl.No Activity Area Expected Result
(in Revenue)
Expected Result
(Qualitative)
1 Planned and arranged lectures & Clinics
Al-Khobar 350,000 MDH BrandAwarenessPublicity
Page 41
Departments/Doctors
Date Place
Dr. Loay Basiouny March Meridian
Dr. Siddiqui April Meridian
Dr. Zuhair Kayaly April Meridian
Dr. Ihab Hekal May Meridian
Dr. Nadia Altobgy May Meridian
Dr. M. Awady June Meridian
Dr. M Hindi June Meridian
Page 42
Departments/Doctors
Date Place
Dr. Sameer Maher September Meridian
Dr. George Debsi October Meridian
Dr. Gamal A.Hameed October Meridian
Dr. Loay Basiouny November Meridian
Dr. Siddiqui November Meridian
Dr. Efat December Meridian
Page 43
Community Programs
• Build stronger relationship with Eastern region community.
• Find a suitable way for management of all categories of patient as the hospital is considered one of the best health provider in Eastern area.
• Social responsibility towards the community.
• Effective tool for maximizing Publicity.
Page 44
•Expected Results
•Increased Healthcare community loyalty to the hospital.
•More awareness about our medical staff and facilities.
•Expected Expenses SR. 6,000
Page 45
Community programs Calendar – 2010
Activities Date
Pakistani Camp Jan 15th
Bangladeshi Camp March 5th
Women Intl Day March 8th
Civil Defense Day March 12th
Egyptian Camp March 19th
TB Intl Day March 24th
Sudanese Camp April 2nd
Healthcare Intl Day April 7th
Indian Camp April 9th
Page 46
Activities Date
Philippine Camp April 23rd
Mother Day May 10th
Family Intl Day May 15th
Drugs Intl Day June 26th
Childhood Intl Day October 7th
Behavior health Intl Day October 10th
Diabetics Intl Day November 14th
Aids Intl Day December 1st
Handicapped Intl Day December 3rd
Police Intel Day December 18th
Page 47
Initiatives to increase the existing customer base
Enhancing internal marketing activities.
Giving more concentration in our news in media
Intensive sales calls for the sub companies
Sending SMS to existing patients to inform and update them about new services.
Page 48
Initiatives to increase the New customer base
Pain clinic
Urdu Clinic
Obesity clinic
Geriatric clinic
Psychiatry (Family Consultations) clinic
Page 49
Marketing Audit
• A comprehensive, systemic, and periodic examination of the objectives, strategies, and activities to determine problem areas and opportunities and to recommend a plan of action to improve the marketing Department performance through:
• Marketing committee meetings
• Marketing review meetings
• Marketing Dept Reporting System.
Page 50
New Project Initiatives-2010
Activities Jan Feb
Mar
Apr May
June Jul Aug Sep Oct Nov Dec Responsible Person
Psychiatry unit opening
1st Mohamed Refaat
Pain clinic 1st Mohamed Refaat
Geriatrics clinic 1st Mohamed Refaat
Family Consult clinic
1st Mohamed Refaat
Diabetic Foot Unit
1st Mohamed Refaat
Check up programs Unit
1st Mohamed Refaat
Page 51
Other Points to be discussed
• OR
•Inpatient Rooms
• ERP Implementation
• Company Doctor
• Internal Auditor
• Admission Office
• Iqama tests
• BLS Center
• Reengineering Plan
• Staff Training Analysis (Receptionists)
Page 52
Thank You