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APPLICATION OF MARKETING CONCEPTS IN MY PRACTICE:
A PARADIGM SHIFT
LILIBETH MARTIN MARAVILLANOVEMBER, 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
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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
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MARKETING CONCEPTS THAT CAN BE APPLIED IN MY CLINICAL PRACTICE AND IN THE VASCULAR
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
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MARKETING CONCEPTS THAT CAN BE APPLIED IN MY CLINICAL PRACTICE AND IN THE VASCULAR 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 LOYALTYCONTROL THE QUALITY OF SERVICE: QUICK
RESPONSE TO SERVICE FAILUREDEVICE A MEANS FOR OUT-OF-CLINIC
INTERACTION WITH CUSTOMERS
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MARKETING CONCEPTS THAT CAN BE APPLIED IN MY CLINICAL PRACTICE AND IN THE VASCULAR LABORATORY
CREATE, COMMUNICATE AND DELIVER VALUEEMPHASIZE QUALITY SERVICE AT AN
AFFORDABLE PRICECONDUCT REGULAR UNIT AUDIT BASED ON
DOCTOR’S PERSPECTIVECONTINUE BENCHMARKING
PERFORMANCE MARKETINGDEVICE OBJECTIVE MEASURES OF
PERFORMANCE www.docheartblogspot.com
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 RATEMINOR ADVERSE EVENTS RELATED TO THE PROCEDURE
COST EFFECTIVENESS
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SAMPLE FRONT PAGE OF A PATIENT’S FORM, MORRISON’SVEIN INSTITUTE
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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
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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
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BUILDING STRONG BRAND: ESTABLISH BRAND 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
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BUILDING STRONG BRAND: ESTABLISH BRAND 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
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BUILDING STRONG BRAND: ESTABLISH BRAND 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
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BUILDING STRONG BRAND: ESTABLISH BRAND POSITIONINGNOW:
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
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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
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PORTER’S WINNING STRATEGY : 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
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PORTER’S WINNING STRATEGY : 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
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PORTER’S WINNING STRATEGY: NICHE MARKETING
5. CREATE AND EXPAND A NICHE MARKETBEFORE: 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
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PORTER’S WINNING STRATEGY: NICHE MARKETING
NOW:
MEET WITH THE THE ADMINISTRATIVE DIVISION ON DESIGNING AND
IMPLEMENTING MORE AGGRESSIVE MARKETING APPROACH
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CONNECTING TO CUSTOMERS6. ATTRACT CUSTOMERS AND BUILD THEIR
LOYALTYBEFORE: NO DEDICATED CELPHONE NUMBER
IN THE CLINIC FOR OUTPATIENTS’ SCHEDULING AND INQUIRIES
OUTPATIENTS ALL COME AT THE SAME TIME, RESULTING IN A LONG QUE
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CONNECTING TO CUSTOMERSNOW:
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
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CONNECTING TO CUSTOMERS7. 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 RESOLVED
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CONNECTING TO CUSTOMERNOW: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
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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
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ENHANCE MARKETING COMMUNICATIONNOW: 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
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UPDATE CURRENT DMMC WEBSITE TO INCORPORATE HIGHLIGHTS OF SERVICES OFFERED BY THE VASCULAR LAB
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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
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PERFORMANCE MARKETING
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
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PERFORMANCE MARKETING
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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APPLICATION OF MARKETING CONCEPTS IN MY PRACTICE:
A PARADIGM SHIFT
LILIBETH MARTIN MARAVILLANOVEMBER, 2016
www.docheartblogspot.com