health organisations - conference innovators · · 2014-03-25increasing market sophistication...
TRANSCRIPT
MARKETING FOR TODAY’S HEALTH ORGANISATIONS
Presentation to 2014 Combined Education Symposium Dr Jayne Krisjanous School of Marketing and International Business Victoria University of Wellington February 7th 2014
Introduction My journey- how did I end up in marketing?
Marketing and healthcare; close cousins or completely different breeds?
Developing a marketing plan
Hot topics in marketing
Questions
My journey into marketing
“Wow, that’s a strange move” (sic “What’s a nice girl like you
doing here?”)
Marketing and healthcare
Close cousins or completely different breeds?
Is marketing in professional services- still a dirty word?
What do marketer’s do? Making people buy stuff
they can’t afford, deceiving and trapping people,
pushing vice products – gambling, tobacco , sex,
alcohol, sugar
Make people fat, drink too much, greedy, grow up too
quick
Cluttering the environment with ugly advertising,
adding to a non-sustainable future by overuse of
resources and oversupply
Pushing products, dumping products
Big brands exploiting low paid workers, enslaving
workers: diamond mines
Deceiving and trapping people, using skinny models
Spin doctoring Commercialising and branding everything
Or? Informing and
educating the buyer, understands CDMP,
adds choice and variety through competition
Macromarketing, sustainability
Ensuring products are available through
distribution logistics
Increasing market sophistication
Managing customer expectation and
satisfaction
Adding a vibrancy to the landscape of a city
Ensuring stakeholder communication
Cause related marketing and
sponsorships now essential for sport and
NFPs
Increasing equity for brands and shareholder investment
And for health in particular
Creativity and creative appraoches
Creativity to form a solution that will have cut through
++
Segmentation and targeting markets
and audiences
Designing products to meet customer
needs: new product design
Service blueprinting: (hotels, retail, banking,
health), atmospherics and servicescapes
Reaching and communicating with
the right message and through the
right medium
Managing customer expectation,
complaint management and service recovery
Managing stakeholder relationships (including
internal staff audiences),
maintaining loyalty
Changing attitudes and behaviour to
achieve desired outcomes
Designing strategies to compete with
‘competition’
Brand and organizational image
Brand Personality
Assurance of Quality
Reminder and Top of Mind
Communicating a proposition
Managing demand
Creating expectation
Joe Camel (1987 to 1997) and The Marlboro Man
Why can’t marketing be used to reverse the behaviours it has been so successful at building?
So What is Marketing?
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
American Marketing Association (Approved October
2007)
Health as a changing environment Health consumerism
Commercialisation of medical information
Changing consumer media preferences
Information age/ rapid emergence of new technologies, social media
Health organisations as commercial operations
Service economy, S-D logic
Changing laws- eg., pharmaceuticals
Attractiveness of industry to other disciplines
Acceptance of marketing into health as an essential component of the overall business strategy
Nature of services: Seven Ps
Product, Price, Promotions (communications) Place, People: staff and customers , Processes, Physical evidence Staff are co-producers of the brand: front line
staff empowerment Customer co-creation-S-D logic
An uncommon language? Is there anything on there health organisations wouldn’t recognize?
Customer focused, market orientation (patient centred)
Target market (patients desired)
Target audience s (all stakeholders who we deal with)
Positioning
Goal/ objective setting- where we want to be
Product lifecycle- stage of ‘product’ offerings
Persuasion tactics- encouraging desired behaviours
IMC- delivering the same message in the same way
Service quality and recovery
Segmentation- different sections of the market
Customization (individualised care)
Services mix - the 7 P’s
Service design and blueprinting (the plan)
Crisis communications- considered and effective response
Still more,
Meeting needs and solving problems
Marketing communications
Relationship marketing
Evaluation and feedback
Changing attitudes and behaviour
Quality control and assurance
Branding
Social marketing and health promotion
Servicescapes
Diffusion of innovation
Synchronising with overall strategic plan-resource allocation/ meeting budgets
Ethical marketing
The filling in the sandwich
Practice management plays a critical role in overall running of a successful health care enterprise
Considerations in marketing planning
Is this marketing? What is the overall purpose and context ? : Maintain share of voice, create demand, manage demand, gain ‘different customers? gain capital?, more staff, avoid closing beds, contribute to a review, annual reporting, purchase of new equipment?
Short term or long term, strategic or tactical? What marketing is currently undertaken? What messages in the marketplace are
generated by us, what messages aren’t?
?
Cont.,
Who are our audiences/stakeholders? What are their characteristics? Do we know enough about them?
Do they want to hear from us? What are our objectives? What is the available budget, who decides the
budget? What type of reporting is used within the
organisation ? Who will write the marketing plan in the
organization? How often is it looked at? For the ‘problem’ or ‘issue’ What will be an excellent
outcome? What will be an acceptable one?
The marketing plan
Executive summary and TOC A description/overview of the issue you aim to
address. A comprehensive situational analysis,
synthesizing primary and secondary data Segmentation, description and analysis of
target market/s Desired positioning and statement Discussion of the marketing objectives: use
SMARRTT criteria. A description of the marketing strategy to be
applied.
Objectives
Derived from business objectives
Objectives that marketing can do something about
Written with SMARRTT criteria
Revisited often
Measured
Short term and long term
The marketing plan cont.,
Services mix- 7 P’s- the engine room of the plan
Product,
Price,
Promotions (communications)
Place,
People: staff and customers
Processes,
Physical evidence
Branding decisions (for example: name, symbols, logos, desired brand personality)
Big idea/creative strategy
Allocation of budget: top down or bottom up
Identification of risk: management of these
Implementation timeline
How success is to be evaluated and measured.
Would you take off in a 747 if you knew
the pilot had no fuel gauge?
Importance of financial literacy for marketers
How do you measure?
Brand awareness
Satisfaction- what do target audiences think of us?
Customer ‘purchase’ patterns
Reputation and engagement in community
Reasons for customer attrition
WOM, online ‘chatter’
Service recovery success
Is an absence of complaints reassuring?
What are marketing’s hot topics at the current time Relationship marketing -still relevant today
Servicescapes
Service-Dominant Logic (S-D logic) and Customer Value Co-creation
The e-health consumer and e-marketing
Relationship Marketing
Building and maintaining long term relationships with customers that bring about
Loyalty
Commitment to the brand
Spread positive WOM
Mutually enjoyable exchanges
‘Profit’
The Servicescape
The built environment
Comfort
Decor
Signage and getting around
Appearances of staff
Overlaps with other disciplines
‘Cyberscape’
Co-creation in health services Collaboration with the ‘firm’ to co-create the
brand
Customer co-creates ‘value’ for themselves
Draws on external networks
The e-health consumer /e-marketing E-health information- customer collaboration? Role of health organizations in health
information Websites for brand image/ reputation/
communication (announcements, PSA’s, quality links)
Creating attitudes and ‘forming’ relationships Social media- why?? Who will interact and
regularly maintain the site? Dialogue- who is posting? Benefits of Facebook but others?
Summary
Marketing is an essential component of a health organization’s overall strategy
Creates valuable exchanges between the organization and stakeholders
The marketing plan is an important document– relevant, current, objectives regularly measured
The ‘customer’ is a critical co-creator