Marketing in the Private Sector

1. Marketing in the Private Sector Margaret Turner Marketing / Business Process Manager Nuffield Hospital Taunton

2. Marketing Marketing is the Management process responsible for anticipating, identifying and satisfying customer requirement, profitably.

3. Where you fit in the market place • It’s important to start with a National (if applicable) and local Competitor review

4. National Review (NH) • Use the internet • Established for 48 years • 41 hospitals currently • Charitable status • 5 partnership hospitals, clustering • Acute care • Market share - 19.8% rev. 18.3% beds • The market place (NHS contracts / Patient Choice)

5. Local Review (BNH) • 1st NH built established in 1957 • Originally funded by donation • Competitors • - BMI The Harbour Hospital • - BMI The Winterbourne Hospital • - New Hall Hospital Salisbury (Capio) • -Poole NHS Trust • -Bournemouth & Christchurch NHS Trust • - Wessex Nuffield Hospital

6. Be ever vigilant! Monitor your competitors by: • SWOT analysis • Gather information - mystery shopping • Review needs of customers

7. Who are your customers? BNH Customers: • Patients - insured and uninsured • Consultants • GP’s • NHS Trusts • Others (MOD) • Insurers

8. Who are your customers? BNH Customers: • Patients - insured

9. Who are your customers? BNH Customers: • Patients - uninsured

10. Who are your customers? BNH Customers: • Consultants

11. Who are your customers? BNH Customers: • GP’s

12. Who are your customers? BNH Customers: • NHS Trusts • Others

13. Identify your customer needs • Consultants - Hassle free, theatre slots, efficiency, safe environment, equipment, referrals, professionalism • GP’s - Take the problem, happy patients, preferred consultant, information and communication, update on services • Patients - safe environment, convenience, no waiting, food(!), car parking, 1:1 • Insurers - Set standards of care, keen prices, two way information

14. So …. What does a Marketing Manager actually do? • Find, develop and set up new business opportunities for the hospital

15. How? • Liaise with Consultants and GP’s • Advertising • PR and Releases • Corporate ID • Open evenings • Educational events (PGEA Seminars, Practice Nurse Seminars, Practice Manager events) • Entertainment • Business to Business (Chambers of Commerce) • Statistical analysis

16. How do we as a hospital decide what services we should offer? • We specialise!

17. So now we know…. • What services we can offer • What our USP’s are • Who our competitors are • Who our customers are

18. So which services should we promote each year? • Corporate Strategy • Hospital strategic plan • Business Plan • Marketing Plan

19. The Business Plan • External influences - population trends etc • Local picture - competitor review, waiting lists, specialities etc • Internal review - relationships, partnerships with stakeholders • Business Goal and philosophy • Regional synergies • Quality (HQS, IiP, Care Standards etc) • Cost efficiency - central purchasing etc • Human resources • Risk Management

20. The Marketing Plan • National overview • Local overview • SWOT analysis • Objectives and actions • Quality - Corporate ID, Service delivery, Customer Care, Repeat customers • Evaluation reports - post activity report, budget updates • The Budget

21. Summary • Look at your local market place • Identify customer needs • Appraise your facilities • Do your research - who else is doing it - is investment required • What are your USP’s? • Pilots trials • Advertise - what medium? • Evaluate! • Questions