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

info@kaizenbh.com

www.kaizenbh.com

https://www.instagram.com/kaizenbahrain/

https://www.facebook.com/kaizenbahrain/

Contact us