PRINCIPLES OF MARKETING

MARKETING

a strategic process of attracting

and maintaining a customer

base.

how your laboratory deals with

new reimbursement

mechanisms and the

restructuring of the lab delivery

system

PUBLIC RELATIONS

a communications

tool, designed to

influence public

attitudes toward the

organization

organization’s

public image.

“market environment”

is a

vibrant, interactive ecosystem;

conditions are constantly changing.

Such factors as patient population,

purchasing habits, and

competition, which determine the

opportunities and limitations of a

potential customer base

The Customer

Marketing Target:

Customer:

The discretionary

buyer who selects where a

laboratory test is performed

(dimension of value) (Best Products, Best Total Solution, Best Total Costs)

Customer expectations

the (_______________) , the

customer is seeking to

satisfy

PRODUCT, PRICE, PLACE, PROMOTION

THE 4 “P” OF MARKETING

PRODUCT

means what you are selling, including the products features product design, the quality, and even the brand ensures the product aligns with the customers’ needs

(PRICE) (pricing)

The inability of the laboratory to develop and administer a multitiered (______) structure based on competitive factors and cost-revenue considerations was the single and the most crippling liability in marketing laboratory services

-affects customer perception it can be premium competitive or value base depending on the market and the brand position 

(PLACE) (physical access) (consider the time access of the place) (information and the promotional access) 

“The location of a health care

organization is often such a

dominant factor that it dictates

what the rest of the marketing

mix looks like”

-The distribution of the product how the product is delivered to the customers whether through physical stores or online channel or distribution Network

THREE DECISIONS IN ASSESSING THE PLACE

1. (_____________) now which covers the channels of care, the location and, even the design of the facilities

2. (________________) including the travel time and also the waiting time  

3. (_______________) this involves the referrals and getting the customer to the provider that’s why (1) (_________) is a dominant factor

PROMOTION

Products and services are

constantly promoted through

commercials and

advertisements in newspapers,

on car windshields, TV’s, radios,

in our mailboxes and even on

computer networks

(sophistication, expertise, and technological ability)

THE LABORATORY PRODUCT

(______, _______, ____________) to perform a large number of tests or carry out complex procedures.

Advertising, Sales promotion, Personal selling, Publicity

PROMOTIONAL TOOLS

into four groups:

-Purpose of proposal

-Market overview

-SWAT analysis

-Opportunities with

recommendation and

implementation suggestions

-Approval request for

implementation of the plan

THE MARKETING PLAN FORMAT

Market overview

this first section market segment competitors and anticipated changes in the marketplaces are identified and reviewed

SWAT

now the relative strengths, weakness, market tactics of each competitor, along with those of your laboratory are analyzed to place the proposal into the perspective of the market overview

Opportunities

Now in this are the specific dimension of value and operational modes needed to take advantage of the market (________________)

Approval

in the final selection of this proposal request permission to pursue the plan and state exactly what action is needed from the organization

1. Internal record system

2. Marketing intelligence system

3. Marketing research system

4. Analytical marketing system

Four marketing research systems:

(________________) which medical financial, operational parameters are monitored for marketing information

(_______________) to obtain everyday information about the developments in the marketplace

(___________) organized to systematically collect study and report findings about specific marketing opportunities 

(_________________) using statistical and marketing model techniques to evaluate the data from this system

(C.L.I.A. for clinical laboratories, ISO certification or FDA) (commitment to ethical testing) (sensitive patient or research data) (speed the accuracy reliability) (what makes your laboratory different) (innovation testing methods, cutting edge technology or unique capabilities) (patient population, the purchasing habits and even competition)

Guidelines for medical laboratory must adhere

1. must ensure there meet and they exceed regulatory standards such as (__________, _______________, _______________) guidelines                  - (to assure potential clients)

2. A laboratory or medical laboratory (marketing) must emphasize the labs (__________________________) practice and handling of (_________________________)

3. the service quality meaning positions the labs service based on the (______________________) and the technology use                                      - it should be asking (_________________) from the other laboratory

4. innovation - since times are changing; conditions are constantly changing a laboratory should practice innovation (________________________) that offer better outcomes or faster turnaround times                           FACTORS                                                                                                       (

(_______________, ______________, ____________)

captive market 

whose test must be performed by the hospital laboratory, they are the ones who are committed to specific laboratory

Discretionary buyers

the entity that decides which laboratory will perform the test who can choose among several laboratories, this may be a large manage care alliance capable of delivering a captive base of thousands of patients it can be and individual walk in self-pay by a patient

it may be a patient, a physician, a third-party payer or even another institution

(good customer service support) (excellent customer service) (crm systems or customer relationship management)

a laboratory must always practice a (_____________________)

(____________________) it’s a vital thing, as clients, Docters or research professionals will expect, professionals will expect quick responses to queries and issues particularly concerning test results or research outcomes now we also have what we called (________) tools to maintain relationships with existing clients and track engagement now this helps with ongoing communication and also the follow up marketing efforts

(different customers buy different kinds of value) (as the value standards rise so do customer expectation) (superior operating model)

3 important truths that market leaders believe characterize the new world of competition

1. (_____________) you can hope to be the best in all dimensions, so you choose your customers and narrow your value focus 

2. (_______________) so you can stay ahead only by moving

3. producing and an much level of a particular value requires a (________________) a machine dedicated just that kind of value now group of customers 

Best Product

excelling in the (____________) mean offering the most sophisticated and specialized laboratory procedures or highly attentive service

Best total solution

mean providing a complete package of service designed for aspecific type of customer packages like test menu or phlebotomy and turn around time 

(Best total Cost) (excelling in specific dimension of value) (on other dimensions of values) ( improving value year after year) (delivering a match value)

(________________)

May involve concentrating on volume and price, now there are four new rules that govern and describe market leaders’ actions and market strategies

1. provide the best offering in the marketplace by (______________________)

2. may maintain threshold standards (______________________)

3. dominate your market by (_____________________)

4. is to build a well-tuned operating model dedicated to (__________________)

Advertising 

this is any type of non-personal such as displays ads on the newspaper and journals as well as flyers 

Sales Promotion

The short-term discount products incentives and so on

Personal selling

it’s through personal service and representatives

Publicity

Noncommercial informational presentations issued through news media and other public forums such as clubs and educational institutions like print, radio, and even TV, news release and public information