Training Course on Strategic Marketing for Healthcare Services

Module 1 – Introduction to Healthcare Marketing and Strategy
Theoretical Concepts:
Principles of healthcare marketing vs. commercial marketing.
The healthcare consumer decision-making process.
Strategic marketing frameworks: STP (Segmentation, Targeting, Positioning).
The role of marketing in patient-centered care.
Practical Application:
Group activity: Analyze a hospital’s current marketing strategy.
Case study: Comparing marketing approaches in public vs. private hospitals.

Module 2 – Market Research and Healthcare Consumer Insights
Theoretical Concepts:
Healthcare market analysis: patient demographics, trends, and needs.
Tools for gathering consumer insights (surveys, focus groups, big data).
Market segmentation: clinical services, geographic, psychographic, and behavioral segmentation.
Competitive analysis and benchmarking.
Practical Application:
Workshop: Designing a patient satisfaction survey.
Activity: Conduct a competitor analysis for a healthcare organization.

Module 3 – Branding, Reputation, and Relationship Marketing
Theoretical Concepts:
Building a strong healthcare brand and institutional identity.
Patient trust, loyalty, and relationship management.
Reputation management in healthcare (online reviews, media relations).
Internal marketing and employee engagement.
Practical Application:
Exercise: Develop a brand positioning statement for a healthcare facility.
Case study: Managing a reputation crisis in a hospital.

Module 4 – Digital Marketing and Patient Engagement Strategies
Theoretical Concepts:
Digital transformation in healthcare marketing.
Social media strategies for hospitals and clinics.
Content marketing: patient education, storytelling, and awareness campaigns.
Patient engagement tools: CRM systems, mobile health apps, telemedicine outreach.
Practical Application:
Workshop: Create a digital campaign for a healthcare service (e.g., vaccination drive).
Simulation: Using social media to respond to patient feedback.

Module 5 – Marketing Performance, Ethics, and Strategic Implementation
Theoretical Concepts:
Measuring marketing ROI and KPIs in healthcare.
Budgeting and resource allocation for marketing campaigns.
Ethical and legal considerations in healthcare marketing (truthful advertising, patient confidentiality, regulatory compliance).
Designing long-term, sustainable marketing strategies.
Practical Application:
Capstone Project: Develop a strategic marketing plan for a healthcare organization, integrating research, branding, digital strategies, and performance
metrics.
Peer review and group presentations.