HEALTHCARE - A word that has a power of Attraction, Respect, Honesty and Hospitality.
One may think - How this word can be so powerful ? Is it real?
I would say - Oh yes it is and i don't know if you are from healthcare or any other industry but when a person claims as a Healthcare person, one can see the people responding to him / her with great respect irrespective of creed, power, financial status and what-so-ever a person may have to show themselves big.
When i joined Healthcare Marketing with a corporate hospital at chennai which is well known across the globe just because of its Managing Director's skills, it was a dream come true senario in my life. My Managing Director was THE BEST DOCTOR & PERSON who is & will be my godfather forever my life. A character whom cannot be forgotten or ignored in life. Whatever he taught me, out of his experience and learning is nailed in my brains. He taught me about HEALTHCARE and the responsibility of a healthcare person on our society. There are lot of days as everlasting wonderful memories where i was taken along with him, side by side, during his hospital rounds to see how, he and his team of specialists treat patients coming to our hospital.
In Healthcare Marketing, there are again only TWO methods of promotion carried out which are REFERRAL MARKETING & DIRECT MARKETING.
A newly built or an upcoming hospital, has to promote their services between public - for them to get it utilized. So how does this happens ? As per medical ethics advertisement of an individual medical practitioner is forbidden but an institution can.
So advertising the hospital will do it all ? 😕NO..
This happens majorly through Individual Medical Practitioners practicing in different places. A person meeting these Doctors and doing marketing comes under DOCTOR REFERRAL SEGMENT which is called as DRT(Doctor Referral Team) or MPT(Medical Practitioner Team) in healthcare industry.
So what happens here is, an individual going to a nearby or known doctor for treatment will be diagnosed by the practitioner and could get treated there OR could be referred to such hospitals where certain facility is available to treat the patient, which again purely depending on the severity of the ailment and the decision of the doctor. Now a marketer has to meet such individual medical practitioners and explain the facilities available at his/her hospital along with the reason - WHY THE DOCTOR SHOULD SEND HIS / HER PATIENT to marketers hospital.
Well it seems easy right ?😊
But the beauty of it is, how a person can take the time of the doctor during his / her practice? Patients will be waiting right outside the cabin and couple of screamings also could be heard. And many who were / are into healthcare segment would had heard this answer during their meeting with the doctors.. "YOU GOT TWO MINUTES !"✌
Well two minutes would be over when you greet the doctor and start briefing, where the doctor would had already started saying - "OK OK ! I DON'T HAVE TIME, KINDLY LEAVE A BROCHURE IF YOU HAVE AND I WILL GO THROUGH WHEN I AM FREE AND WILL TALK WHEN YOU COME NEXT TIME ... And trust me there are gonna be lot of two minutes and the same reply is gonna come with slightest changes.
Now what to be done ? How one makes a selling in JUST two minutes ???? 😕😕😕
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