Health Services Marketing 10-11 Discussions
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chapter15slides.pptChapter 15
Organizing, Implementing, and Controlling Marketing
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LEARNING OBJECTIVES
How can a health care organization set up its marketing department and what tasks should it address?
How can the marketing group help the rest of the organization to become patient-centered?
What steps will ensure a successful implementation of the marketing plans and campaigns?
What controls and tools can the organization use to ensure that it is moving efficiently toward its goals?
LO1. How can a health care organization set up its marketing department and what tasks should it address?
- Develop a clear mission and vision to be communicated to the target markets.
- Market segment, target, and position.
- Offer better in-hospital services, advertising, community relations, and promotional events.
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LO1. How can a health care organization set up its marketing department and what tasks should it address? (cont)
- Tasks
- Help define position and brand in the community.
- Provide data on changes and identify new opportunities.
- Monitor activities of competitors, medical associations, and regulation.
- Develop metrics for measuring results of marketing expenditures.
- Be available to help departments needing marketing assistance.
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LO2. How can the marketing group help the rest of the organization to become patient-centered?
- Convince other senior manager of the need to become customer-focused.
- Exemplify the behavior that the CEO wants others to emulate.
- Get outside help and guidance.
- Develop an improved system on patient data and satisfaction.
- Change the organization’s incentive and reward system.
- Develop in-house training programs.
- Empower the employees.
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LO3. What steps will ensure a successful implementation of the marketing plans and campaigns?
- Four skills for implementing marketing programs
- Diagnostic skills
- Identification of organization level
- Implementation skills
- Evaluation skills
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Key Words: diagnostic skills, identification of organization level, implementation skills, allocating skills, organizing skills, interaction skills, evaluation skills
LO4. What controls and tools can the organization use to ensure that it is moving efficiently toward its goals?
- Controls
- Annual-plan control - management by objectives
- Profitability control
- Efficiency control
- Sales-force efficiency
- Advertising efficiency
- Sales-promotion efficiency
- Distribution efficiency
- Strategic control
- Marketing effectiveness review
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Key Words: marketing controller, customer philosophy, integrated marketing organization, adequate marketing information, strategic orientation, operational efficiency, marketing audit, comprehensive, systematic, independent, periodic
CONCLUSION
- Marketing roles and scopes different between and within separate companies.
- Marketers are most effective when they work closely with other departments to help set courses and solve problems.
- The marketing department must monitor and control marketing activities through efficiency control and strategic control instruments.
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