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MARKETING PLAN MARKETING PLAN
Kaizen Medical Management
Executive Summary
Medical industry in Bahrain have
changed a lot during the last 5
years, and there are more medical
facilities and hospitals opening in
Bahrain, therefore the
competition is very high in a small
market like Bahrain. And since more
customers are using phones and
social media, medical facilities
should target those customers to
sustain and continue growth and
success in the health market along
with heavy campaign of traditional
marketing.
Healthcare Marketing plan has to
ensure the following information are
available, discussed and believe in it
Business mission and vision Healthcare Background Scope of Services Business Objectives
Healthcare Marketing plan
Gap Finding Analysis for Digital and Traditional Marketing
The advantage of digital marketing over
traditional marketing is the capability of
monitoring the campaign as its going and
analyzing what works and what is not
working to redirect the campaign toward
the targeted segment.
Internal Gap Finding Analysis
The objective of internal gap finding
analysis is to study the effort that the
hospital is doing regarding the digital and
Traditional marketing and to found out the
capabilities and resources and to assess
what the hospital can improve and what it
can’t do in order to have full picture of the
current internal digital and traditional
marketing.
Website
The website upper field shows high quality pictures highlighting some of
the services that the hospital provides. Also a menu featuring the
specialties, services, resources and contact us.
The middle section of the website featuring working hours, make an
appointment and insurance tabs with different coloring and picture.
The lower part of the website shows some of the departments in the
hospital, latest News. All of this with links to social media platforms that
the hospital is active on.
Facebook:
The Facebook page has the contact information of the
hospital, with some pictures of the doctors, Events, offers,
health information and services. Also there are some videos
about the hospitals.
Instagram:
To provide the followers with information regarding the
hospital, with high quality pictures and health information,
packages, doctors’ information, events pictures and videos
and department information using hashtags.
Twitter:
Twitter page providing information regarding
Doctors, packages, contact and departments of
the hospital, with some educational post. All of
this through pictures and hashtags.
YouTube:YouTube page of Healthcare providers can
highlight the services and the facility in a
unique medical coverage with easy
distribution process
Traditional marketing
Printing material, flyers, SMS, rollup banners etc.• E-mail marketing• SEO• SEM• Google ads• Bulk SMS
External Gap Finding Analysis: (top 3 competitors)
Comprehensive analysis of three competitors, strength and weakness
Competitor 2 Competitor 3 Competitor 40
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Competitor’s Analysis
Series 1 Series 2 Series 3
(SWOT analysis)
Based on the SWOT analysis plan of penetrating the market will be developed
focusing on creating awareness to the Healthcare and being more interactive
with community.
• Threat• Opportunity
• Weakness • Weakness • Strength
SS WW
TTOO
Marketing Strategy:
To set our marketing strategy we need to utilize the resources and assets of
the Healthcare provider to create digital and traditional awareness
campaign to achieve the objectives.
Aim and Target:
The aim of Healthcare providers digital and Traditional marketing
strategy is to create awareness to the Services packages and quality services,
with highlight of its affordable prices. And to create the feeling that the
healthcare provider is close to the community and individuals.
Key Channels to Reach the Objectives:
Social media platforms:
Instagram, Facebook, twitter, WhatsApp and YouTube.
To develop the website.
Google ads SEO and SEM. Flyers Educational videos Events Special offers
Expected Results
Increasing the public awareness about the Healthcare services.
Increase in Healthcare revenue
To increase the Business income through increasing the number of patients
Improve the Clinic image /branding among community
Enhance awareness and trust in the health quality and services
Increase of outside doctors utilizing the facilities/ patient referrals High
interactive respond from people in social media
Increase the number of followers on Facebook, twitter and Instagram.
Increase the number of share and likes on Facebook, twitter and Instagram.
Marketing Objective
To increase the Clinic income through increasing the number of walk-in
patients by the end of first year
Improve the Clinic image /branding among community
Most of the new growth will come from neighborhood area. But additional
growth will occur by retention of current patients and patient referral
Marketing Tools
2 type of marketing method will be adapted to boost patient traffic and
increase revenues
Will Discuss separately in the following slides
Online Marketing Offline Marketing
Online Internet Marketing
Website Development
Search engine optimization
E-mail marketing
Mobile Phone Application
Social media
Website Development
• Develop professional webpage portal for Clinic in align with its branding
• Display full information about clinic practice
• To build online reputation/ branding
• Adding a blog to your website about clinic practice a simple way to share
information, i.e. office news, photos, videos, or other valuable information
• Regular update blog educates patients, promotes clinic image, differentiates
your practice from competitors, and keeps your patients up-to-date on exciting
developments in dentistry and your dental practice
Website Development
• To share in-depth information about specific treatments performed,
and promote community events that clinic is conducting or will be
conducting
• Arrange photos of clinic and display them in a unique way “tour the
Clinic”, Website visitors will look at those picture to see if they will
feel comfortable
Search Engine Optimization
• To Keep the Clinic at the Google’s first page, whenever someone
do navigate about dentist in Bahrain the clinic pop-up at the top of
the list
• Build a Google+ page and link it to Clinic website
• Making Clinic’s location and contact information to show up at the
Google Map
• To place the Clinic on Google Places to help with SEO results to
showcase patient reviews.
Mobile Phone Application
• Create “clinic services” for smartphone / I Pads
• Patients can use “ clinic app” to request an
appointment and to contact the Clinic
• Allow patients to refer other patients to directly from
the app itself• Integrated with clinic website and other clinic social
media apps
• To market the clinic activities
E-mail Marketing
Bulk Email / Email Newsletters
Email Marketing• Very cost effective – Low Cost / High Return on
Investment
Targeted Email Marketing Campaigns• Reach mass number of people in few seconds • To keep patients up to date on new products,
techniques and promotions• Create targeted email campaigns• Maintain good patient relations• Educating patients on industry trends and news• Increase the traffic going to clinic website • To keep Clinic brand stays top of mind as the
expert clinic Practice
Social media
Managing and administrating all well-known social media apps
Creating Facebook & LinkedIn Business Pages, promoting Clinic
branding, sharing photos, events, and some valuable information.
Introducing clinic practice to prospective new patients through
information delivered to them from a member of their own
trusted network.
Social media
Managing and administrating all well-known social media apps
• Posting relevant information to patients.
• Monitor newsfeeds for interesting stories that relate to the field of
dentistry. Even if it is not related to dental practice, but could be
interesting and relevant to patients
• linking back to clinic website and other social media apps
• Promote Clinic brand and tweet valuable information on regularly
basis
Social media
Managing and administrating all well-known social media apps
• Filming patient testimonials
• Demonstration of special treatment
• Clinic tour
• Get patients share it with their friends and families
on their own personal social networks
Social media
Managing and administrating all well-known social media apps
• Posting photos/ promotion and other valuable information on
Instagram • Keep active and connected with patients and prospective patients
through Instagram app• Promote events coming up, updating patients using Instagram and
share live photos during the event• Run contests, picking a unique hashtag to run dermatology related
contest
Offline Marketing
• Media Exposure “Newspapers, Dental Magazines, Radio, TV interview • Postcards• Leaflet/ Flyers, Brochure • Bulk SMS• Community Relations/Community activities• Networking • Campaigns and special promotions
Offline Marketing
Media Exposure “Newspapers, Dental Magazines, Radio, TV interview
•To create story for physiotherapy practice and press release it, send it around
to local news papers and magazines.
•Coordinate with Radio and T.V as possible to inform about physiotherapy latest
dental practice
•Sending to patients a regular newsletter through the post, to remind them that
about clinic and encourage repeat visit and referrals.
Postcards
• Design branded calendars
• Sending patients regular occasional cards, i.e. Eid /New
Year and birthday cards to encourage them to advocate to
the Clinic brand
We will design postcards , flyers, brochures templates and using direct e-
mail and post distributions methods to send them out to patients/potential
patients once completed to acquire new patients, and increase brand
recognition
Leaflets, Flyers, Brochure
•Designing leaflets, flyers, brochures based on target
audience and the purpose of the campaign
•Post them to patients/ potential patients
•Hand them out to key places , malls, heavy traffic public
places
•Place inside packaged orders i.e. newspapers , an
established publication that is already distributed across
the country
•Place on car windscreens
Opening day special offer
•Opening day their should be an offer which can be everything for free but
require free registration.
•Second option every thing 50% off
•One service paid the other would be for free
Bulk SMS
Having all the data and sending SMS with the latest offers can have a great
outcome and spreading the name of the clinic as you do so, you must have a
correct database so it reaches potential clients and existing clients.
Event Marketing
Attending charity events:
When ever you see a charity event happening you can partner with them to get
publicity and you can give special gift such as sponsoring 2 orphans to get
treatment at the clinic
Doing your own events:
Offer a door prize and have a drawing with business cards as the tickets so you
can send a thank you email to everyone after and start building your email list.
How to promote your events
• Use Facebook and LinkedIn events to invite all your contacts
• Ask some colleagues to help promote your event
• Have your staff make calls to current patients and invite them (Live
testimonials of your great service)
Kaizen Management W.L.L
Address : Flat 31, Building 2304, Road 2830, Block 428, Seef , Kingdom Of Bahrain
+973 1740 1817
www.kaizenbh.com
https://www.instagram.com/kaizenbahrain/
https://www.facebook.com/kaizenbahrain/
Contact us