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DIAGNOSTIC LAB SERVICES

Launching a new diagnostic imaging center involves very specific requirements and roadmaps, including five major areas of change that have a direct impact on planning: Imaging and communication technology Finances and reimbursement Ownership structure of imaging entities Critical workforce shortages

First, planning must focus on the strategic level of any organization. Think of all organizations as a triangle with three horizontal levels strategic, managerial and operational. The strategic level of decision-making is at the top of the triangle, and here is where planning must take place

THERE ARE FIVE PLANNING STRATEGIES, WHICH MUST


HAVE THE EXPLICIT GOAL OF DEVELOPING AND GROWING THE IMAGING CENTER.

THE FIVE STRATEGIES ARE:

Clinical and quality issues Governance and administration Technology Relationships Marketing and business development The best way to plan and implement these strategies is to create work groups of radiologists, technologists, and administrative and support staff. Once the group agrees on the strategy and tactic, it takes responsibility forimplementation.

MARKETING PLANNING
Process of making a documented marketing plan Involves careful examination of business environment, market competition, situational analysis( SWOT), consumer analysis, marketing strategy, marketing budget , performance analysis and evaluation. A plan for one to three years Communicated to the relevant personnel

EXECUTIVE SUMMARY

The marketing aims at achieving brand leadership at the end of one year with target of getting more then 200 patients per day per centre. Market share in the areas would reach upto 20 % during the first year.

The major marketing strategy is quality services with precise results along with extensive promotion during first four months and through achieving best relations with the clients and customers.

Marketing Planning starts with the purpose of the companyMission of Accurate diagnostics - Provide reliable, timely , high quality, cost-effective and innovative diagnostic services and information to patients, physicians and other health care providers for the benefit of the patient .

STEPS
A team with its chief to carry out marketing . 1. Market research and analysis different for all centres, consumer analysis, market competition, client specifications, market segmentation, situational analysis( SWOT) Location - two centres in areas with most demand for reliable blood tests, two focusing upon imaging needs ( close to Ortho and maternity clinics) , and one centre near medical college

Layout - a good waiting area and comfortable physical environment Equipment planning best technologies with new equipments, involve local GPs and hospital administrators to plan equipment s( get better public relations!) HR recruitment experienced and skilled personnel. advertising for quality staff advertises the company too!

. Marketing objectives/ targets

To achieve the rate of 2 tests per patient and patient volume of 50 patients per day To receive prescriptions from more than 50 % GPs in the area 10 % market share at the end of one year Establishing Accurate as a leading brand at the end of one year.

. Marketing strategy

Product/ services list of services at different centres ( reliable blood tests and imaging with best technologies) Pricing- competitive pricing with pricing mix for different tests at different centres, average pricing marginally on higher side than other centres ( emphasizing quality) Promotion extensive promotion before commissioning and 4 months thereafter.

Awareness and education campaign to the community about benefit of better diagnostics. life style promotion and health checkup camps in target market areas free noninvasive tests- BP, pulse, respiration, temp, blood sugar, body wt etc.

Establishment of sample collection centres cum inquiry centres in needy areas Accreditation from certifying bodies eg. NABL Seminars of GPs. Consultants and hosp administrators Part in community meets/ functions

Articles health magazines, newspapers, discussion in print and electronic media, direct mailing the newsletters and brochures to clients Internet web portal, blogs, enquiry and feedback forms, online report sending facility. Sales aids pens, calendars , coffee mugs, telephone memos to doctors and specified customers, with logo on them.

Tagline and logo Precision in health Test catalogues test listings and reference values, distribution of them Employee rewards Public relations tie up with GPs, Hospitals, clinics and accordingly concessions to customers, offer facility tours to the clients and customers Urgent reporting systems

Process patient comfort and care during reception, service rendering and report collection. Physical ambience- comfortable physical environment, waiting areas, patient privacy and facilities. People keeping in mind the customer needs and demands along with those of doctors and hospitals.

Financial projection / budgeting Marketing Expense assumptions Marketing expense share of total expense Revenue assumptions Monthly pro-forma P & L statements Break even analysis and profit ratios Construct marketing budget to serve the control

Implementation

The marketing chief is responsible authority, reports to CEO of the company. Trained personnel Defined roles and responsibilities Proper distribution channels Adjustment mechanisms Contingency handling skills

PERFORMANCE EVALUATION

Sales analysis- number of tests done per month, per customer, its trend Market share analysis Market expense analysis marketing expense share to sales/ revenue ratio survey brand image and brand equity among patients and practitioners.

WEBLIOGRAPHY

http://www.trade.gov/td/health/indiaivd05.pdf http://www.kpmg.com/IN/en/IssuesAndInsights/Tho ughtLeadership/Excellence_in_Diagnostic_Care.pdf

http://www.gehealthcare.com/usen/service/docs/str ategic_planning_di.pdf
http://www.slideshare.net/drrakesh1983/marketingof-a-diagnostic-centre-medical-lab-clinical-lab

QUESTIONS / SUGGESTIONS