| In the healthcare industry brands are chosen by | | | | which should be something for which a consumer |
| patients on trust. People rich, poor, educated or | | | | sees a perceived value and which would attract |
| even illiterates consult their friends, colleagues and | | | | him to your facility. Besides the standard of |
| family members before choosing a particular | | | | healthcare practitioners and quality of healthcare |
| doctor. | | | | services and infrastructure, it comes down to the |
| Referral marketing plays a very important role in | | | | level of services - you can project the minimum |
| establishing the credibility of any healthcare set up | | | | wait time, friendliness of auxiliary staff, reporting |
| - the only question being that how we promote | | | | time etc which build a cumulative experience for a |
| or rather brand the healthcare facility and what is | | | | client. |
| the extent of the geographic areas which we can | | | | A specialized treatment centre, which is a pioneer |
| consider as the catchment areas for generating | | | | in its field, has to speak from the mantle of a |
| new business. | | | | leader - all the communication and branding has to |
| There is no rational spreadsheet or framework | | | | deliver the same message and evoke trust and |
| available. That being so, it all boils down to trust. In | | | | confidence in the minds of the patients. |
| healthcare the TRUST word rules. Word of mouth | | | | Catchment Areas - for a healthcare set up to |
| is the most important tool. | | | | determine the extent of geographic area it needs |
| Branding the healthcare facility - a brand is an | | | | to advertise in, the following points have to be |
| emotional relationship ( an intangible) which creates | | | | taken into consideration: |
| or gives an impression to the customer which | | | | The patient population has to be compared with |
| makes it choose one healthcare facility over the | | | | the hospital's catchment-area population in terms |
| other - there are myriad factors which go into | | | | of demographics and other characteristics |
| branding a healthcare facility, from whether it is a | | | | The size of the set up - how many clients can it |
| multi specialty facility or whether it is a specialized | | | | serve effectively |
| treatment centre. | | | | Presence of other players offering similar |
| For a multi specialty centre, it would be advisable | | | | procedures |
| to compare the healthcare set up with the other | | | | What do we perceive the market size of the |
| similar existing healthcare setups and chalk out a | | | | procedure and not to mention the consideration |
| plan to project the perceived shortcomings (in | | | | of the geographic distance which the patient |
| other setups) as our strengths - however caution | | | | would be willing to travel for the treatment. |
| needs to be exercised in projecting strengths, | | | | |