Importance of Marketing and Regional Branding in Healthcare Industry. Timothy Chang Chief Executive Officer Mahkota Medical Centre

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1 Importance of Marketing and Regional Branding in Healthcare Industry Timothy Chang Chief Executive Officer Mahkota Medical Centre

2 Content Concept of Hospital Marketing Hospital Marketing Techniques and Management What is Brand? Why Brand? Case Study

3 Concept of Hospital Marketing

4 Hospitals have the disadvantage of being both capital and labor intensive

5 Product Development Aesthetic & Laser

6 Crowd Control Market to the correct audience with the correct product and obtain the highest rate of return for a product. Self Payer Insured Medical Tourist Corporate Patient

7 Pricing To create an Image for a product or service: versus High Priced Branded Clothing USD 12 for 5 Shirts versus USD 1,000 Stay Per Night USD 3 Per Night

8 Pricing Consumers are getting used to health services being promoted on a price basis.

9 Talent Recruitment Strong Employer Brand Helps to Attract the Right Talent

10 Hospital Marketing Techniques and Management

11 Word of Mouth Marketing Internal Ambassador Medical Staffs External Ambassador Non-Medical Staffs Patients Vendors Agent

12 Relationship Management Is five times easier to obtain repeat business from an existing customer than to get new business from a new customer. MOU Signing with Association, Clans & NGOs Special rate/benefits for members only Free Parking For Supporting Agents/Business Associates

13 Publicity - Marketing Material

14 Publicity - Events

15 Online Social Media

16 Case Study

17 Accreditation From Left to Right (Certificates): Beautification & Cleanliness Competition Champion 2006 (Interstate Hospital Category), Excellence Export Certificate (Services) 2006, Health Industry Recognition Award 2009 From Left to Right (Trophies): Best Health Tourism Awards 2005, Technology Business Review ASEAN Award for Excellence in the ASEAN Healthcare Sector Health Tourism 2008, The 8 th Asia Pacific International Honesty Enterprise Keris Award 2009, Melaka Tourism Award 2008/ Best Tourism Attraction (Healthcare), International Business Review Corporate Award for Excellence in the Healthcare Sector 2009, Export Excellence Award (Services) 2007

18 Branding

19 What is a Brand? For the customer, a brand is a person s feelings about a product or service of an organization. For the company, a brand is a promise it makes It is defined by an emotional connection between the consumer and the brand The brand generates a set of attitudes that is not always articulated or understood by the consumer 19

20 A Brand is an Identity A strong, well defined brand: Promotes Esprit de Corps Guides employees behavior Guides company initiatives 20

21 Why Brand? Strong brands leads to increased: Top-of-mind awareness Customer loyalty Perceived value of products and services Employee retention and talent attraction Insulation from competitive challenges and negative economic conditions. Ability to quickly overcome and recover from serious mistakes or a potentially threatening business crisis. Increased Profitability 21

22 A well-branded organization is a trusted organization. It is the one to which the user turns to first. 22

23 23

24 Strong Brands speak for themselves According to a study done by the Mayo Clinic, 95% of 500,000 patients said good things about Mayo Clinic after their visit. An average of 46 heard good things. Reach : 22 million 24

25 Hospital Brands which have captured the trust and confidence of users 25

26 What s expected from hospitals? Treatment Treatment + Service Then Now 26

27 27

28 Case Study Branding Recognizable Logo & Contour Bottle Marketing Product Development - more than 3,500 type of beverages Publicity -long history of sponsoring major events, organizations and projects around the world. Brand Stories - Consumers generated stories outnumber coca-cola company generated stories Award & Recognition - Thumbs Up, "Ageless Brands" Award, The Pitch - Best Global Brands 2010, Interbrand, etc Online Social Media - With more than 41 million fans and followers in Facebook and twitter Relationship Management - Bottlers, Manufacturers, Marketers, retailers, press, technology companies, etc.

29 Case Study Branding MMC Cultural Training Marketing Relationship Management - MOU Signing with NGOs, Association, Clans Brand Stories - Patient s testimonials - Appreciation letter from corporates Upgrading of Facilities Publicity - Events with GPs, Corporate and NGOs - Medical articles - CSR activities Online Social Media - Facebook, Twitter, Online Patient Satisfaction Survey, tele-health talk Representative Offices - 20 representative offices in Indonesia, Cambodia & Malaysia with 60 over staffs to assist patients

30 Patient/Staff s testimonials

31

32

33 Mahkota Medical Centre 3, Mahkota Melaka, Jalan Merdeka, Melaka. Hospital Main Lines : Accident & Emergency : Facsimile Transmission : Website :

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