Healthcare Services Marketing

1.   What Is Marketing in the Healthcare Sector:

◦   Target group, i.e. at whom do we target our activities (kinds of target groups, how to select them, analysis)

◦   Analysis of marketing mix components (how to use them in practice)

◦   Marketing communication – how it is going to proceed (marketing message – methods of its creating)

◦   Marketing strategies – types which will prove to be useful in the healthcare sector

2.   Image of a Healthcare Institution – What Does It Include And How to Create It Effectively?

3.   Marketing Plan:

◦   Elements of a marketing plan

◦   How to create a proper plan (example analysis, creating your own examples)

4.   Company and Its Milieu Analysis:

◦   how to conduct a situational analysis of a company

◦   analysis of a milieu

◦   evaluation of an internal situation of a company

◦   SWOT analysis

◦   creating your own analysis of a company

5.   Marketing Tools in the Healthcare Sector – Healthcare Services as a Product

6.   Product and Price on the market:

◦   human needs

◦   shaping assortment program

◦   strategic planning concerning a product

◦   a new product – concepts, development, introduction to the market

◦   life cycle of a product

◦   services segment profiles in the healthcare sector and their characteristic

◦   price strategies – customary prices and differential prices

7.   Promotion and Distribution on the Market:

◦   effective promotion of sales

◦   brand

◦   transfer in advertising

◦   planning promotional campaign – advertisement

◦   sales promotion

◦   direct marketing

◦   PR

◦   promotion budget

◦   distribution (selection of an optimum distribution channel)

◦   relation marketing in the healthcare sector

8.   Healthcare Services Marketing Traps – How to Avoid Them?

 

Methodology

Lecture – consultancies, workshops, case studies

 

We provide our Clients with:

  • organization of a course and a trainer’s assistance
  • sample tests evaluating your level of knowledge and skills before a course (on customer’s request)
  • teaching materials
  • individual computer
  • catering during brakes (coffee, tea, cookies)
  • lunch (vegetarian or traditional meals – smörgåsbord)
  • exercise set after completing a course available on a CD
  • certificate stating the completion of a course
  • free email consultancies with an instructor up to two weeks after the end of a course
  • post-course tests to assess participants’ knowledge after completing a course (on customer’s request)

Target

During the course participants will gain knowledge and skills of marketing in the healthcare sector thanks to which they will be able to freely use marketing tools in practice. Besides, they will get to know the specificity of marketing activities for various products and services.

  •   Determining a current and future place of an institution in the market
  •   Determining functions of marketing
  •   Marketing organization
  •   Getting to know basic rules and methods of marketing management
  •   Gaining skills of creating a marketing strategy  Gaining skills of creating a marketing plan

Program

1.   What Is Marketing in the Healthcare Sector:

◦   Target group, i.e. at whom do we target our activities (kinds of target groups, how to select them, analysis)

◦   Analysis of marketing mix components (how to use them in practice)

◦   Marketing communication – how it is going to proceed (marketing message – methods of its creating)

◦   Marketing strategies – types which will prove to be useful in the healthcare sector

2.   Image of a Healthcare Institution – What Does It Include And How to Create It Effectively?

3.   Marketing Plan:

◦   Elements of a marketing plan

◦   How to create a proper plan (example analysis, creating your own examples)

4.   Company and Its Milieu Analysis:

◦   how to conduct a situational analysis of a company

◦   analysis of a milieu

◦   evaluation of an internal situation of a company

◦   SWOT analysis

◦   creating your own analysis of a company

5.   Marketing Tools in the Healthcare Sector – Healthcare Services as a Product

6.   Product and Price on the market:

◦   human needs

◦   shaping assortment program

◦   strategic planning concerning a product

◦   a new product – concepts, development, introduction to the market

◦   life cycle of a product

◦   services segment profiles in the healthcare sector and their characteristic

◦   price strategies – customary prices and differential prices

7.   Promotion and Distribution on the Market:

◦   effective promotion of sales

◦   brand

◦   transfer in advertising

◦   planning promotional campaign – advertisement

◦   sales promotion

◦   direct marketing

◦   PR

◦   promotion budget

◦   distribution (selection of an optimum distribution channel)

◦   relation marketing in the healthcare sector

8.   Healthcare Services Marketing Traps – How to Avoid Them?

Methodology

Lecture – consultancies, workshops, case studies

Requirements

The course is targeted at micro, small and medium enterprises of every industry. Company owners or people employed in marketing.

Coach

Trainer with a long-term experience – a specialist in public relations, a copywriter, journalist, trainer. Polish philology graduate. She deals with broad concepts of communication and PR. She has created an image of many companies, organizations, and personalities (politicians). Since 2007 she has led courses on sales, advertising, marketing, political marketing, and public relations. In her workshops she puts emphasis on hand-on activities thanks to which participants have a chance to use their freshly gained knowledge in practice. She leads courses both in Polish and in English. She has cooperated among others with: Ministry of National Defence, Consultor Sp. z o.o., Mar-Med Polska Sp. z o.o., Glob Sp. z o.o., Avon Cosmetics Sp. z o.o., Kraft Sp. z o.o., and Johnson&Johnson Poland Sp. z o.o.

We provide our Clients with

  • organization of a course and a trainer’s assistance
  • sample tests evaluating your level of knowledge and skills before a course (on customer’s request)
  • teaching materials
  • individual computer
  • catering during brakes (coffee, tea, cookies)
  • lunch (vegetarian or traditional meals – smörgåsbord)
  • exercise set after completing a course available on a CD
  • certificate stating the completion of a course
  • free email consultancies with an instructor up to two weeks after the end of a course
  • post-course tests to assess participants’ knowledge after completing a course (on customer’s request)

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Keywords

marketing,narzędzia marketingu, promocja, PR, kreowanie wizerunku, sposoby sprzedaży, analiza SWOT, tworzenie planu marketingowego

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