Strategic Healthcare Marketing by Informa Middle East

Strategic Healthcare Marketing Apply the tools and techniques of strategic marketing to your healthcare business 11 – 14 December 2011 • JW Marriott Hotel, Dubai, UAE

3 KEY BUSINESS BENEFITS 1. Create a compelling strategic marketing plan that will position your organisation exactly where you want it in today’s competitive healthcare market 2. Understand how to segment the healthcare market and target it with information that will help consumers choose your organisation over your competitors 3. Position your advertising and communications for the maximum impact and to deliver patient loyalty and commitment

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Strategic Healthcare Marketing 11 – 14 December 2011 • JW Marriott Hotel, Dubai, UAE Course Overview Healthcare in the Middle East is undergoing a dramatic transformation. More and more governments are turning from being healthcare providers into healthcare regulators, using mandatory insurance to open up the provision of public healthcare to any willing healthcare providing organisation. Never before has so much power and choice been placed in the hands of the individual citizen or resident to choose their hospital or clinic. Consequently, it has never been so vital to the success of healthcare organisations that they understand the needs of their customers and communicate with them effectively through achieving excellence in the discipline of healthcare marketing. The growing tendency of citizens and residents to go ‘shopping’ between hospitals, greater access to health information on the Internet, the increasing importance of international accreditation and the rise of medical tourism are all making marketing – long practiced in other industries – ever more vital for success in the highly competitive business of healthcare. In this new course from IIR, you will discover how to apply the tools and techniques of strategic marketing within healthcare. Today, every healthcare manager and clinician is being encouraged – if not forced – to become a marketer of some sort: developing marketing plans for their hospital or clinic, understanding the needs and preferences of customers and transforming that understanding into a better healthcare experience. Over four days – through a mixture of classroombased lectures, real life case studies and peer-to-peer collaboration – you will hear genuine thought leadership and develop practical solutions that will be essential if your healthcare organisation is to engage and keep the attention of prospective patients through the delivery of genuine customer value. Through this course you will: • Develop deep insights into the healthcare marketplace, the needs and wants of healthcare consumers and the behaviour of your competitors • Create a compelling strategic marketing plan for your healthcare organisation • Understand how to effectively segment and target your healthcare organisation’s marketplace • Position your healthcare organisation in the minds of your customers • Optimise the impact of your advertising and communications to deliver patient loyalty and commitment

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Meet Your Expert Course Director Benedict (Ben) Stanberry has held healthcare-related positions in legal practice, academia, management consulting and politics as well as being a senior executive in a number of healthcare organisations. Originally trained as a lawyer, Ben has both bachelors and masters degrees in law, was a faculty member of both the law school and business school at Cardiff University and was Welsh Lawyer of the Year in recognition of his healthcare advisory work with the Welsh Assembly Government and European Union. Following a move to management consulting in 2001, Ben led the provision of healthcare advisory services to numerous public and private sector organisations and worked extensively with the institutions of the European Union, the European Space Agency and the World Health Organization. He was an adviser to several government health ministries and interim chief executive of a Brussels-based NGO. Ben was elected to local government in London in May 2006, where his role included the overview and scrutiny of the capital’s healthcare services. In October of that year, he was appointed commercial and legal director of one of the UK’s leading providers of outsourced diagnostic services. In 2008, Ben was awarded an MBA scholarship by Henley Management College, one of the world’s top business schools. Since October 2009, Ben has been a consultant and advisor to numerous healthcare organisations in the Middle East – including the UAE Ministry of Health – and delivers executive education and training to all levels of healthcare managers and clinicians in the region. Ben is a Fellow of the Royal Society of Medicine and a Member of the Institute of Directors. He is a frequent speaker at both national and international healthcare events and has written numerous books, book chapters and journal articles on healthcare strategy and management.

“This course was excellent. It was even better than I expected.” Sulaiman Hasan Al Ameri, Acting Head of Strategic Marketing, Al Ain Hospital SEHA, UAE

“The course lights the way to where I’m going to start my project. I now have the roadmap.” Dr Mustafa Abdul Fattah, Medical Director, Dallah Hospital, KSA

“It was very informative, easy to follow and helpful for my organisation.”

Nadia Al Mousa, Managing Director, Al Mousa Medical Centre, UAE

www.iirme.com/healthcaremarketing

Course Timings Registration will be at 07.30 on the first day of the course. Course sessions will start promptly at 08.00 each day and end at 14.30. There will be two short breaks for refreshments at appropriate times, and lunch will be served at the end of each day’s sessions.

Day One Value Exploration In Healthcare The healthcare market in the Middle East is characterised by massive investment in building and launching new facilities, extensive restructuring of the way healthcare organisations operate and major reform of the way healthcare is purchased and delivered. Competing in this environment requires an effective marketing strategy to deal with these forces of change. And an effective strategy requires an in-depth understanding of the marketplace. On Day One you will explore how to gain that understanding. • The healthcare marketing process • The dilemma of patients’needs versus patients’ wants • Marketing strategy in healthcare organisations • The changing healthcare marketplace • The marketing research process • Developing market and competitor insights

Day Two Value Creation In Healthcare A fundamental challenge for every healthcare organisation is deciding which customers are worthy of specific targeting or are of greater strategic importance. On Day Two you will explore the ways that healthcare organisations can make these decisions by learning techniques to understand buyer behaviour, analyse the competitive market, determine organisational strategy and develop a marketing plan. In particular, you will look in detail at how the tools of market segmentation can be effectively applied in healthcare. • Buyer behaviour in healthcare: patients versus insurers • Psychological and socio-cultural influences on purchasing decisions • Marketing strategy in healthcare: the visible value challenge • Analysing the competitive market and determining organisational strategy • Market segmentation in healthcare

Value Communication In Healthcare Significant money is invested in healthcare advertising every year. In 2005, more than US$ 25 billion was spent annually (Source: The Baltimore Sun, 2005). While much of this is spent on marketing directed at hospitals and clinics, the fastest growing segment of healthcare advertising is direct-to-consumer marketing. But is advertising the best way to communicate value to prospective patients and clients? Should healthcare providers be concentrating instead on building more intimate and long-term relationships with their customers, based on mutual trust, commitment and loyalty? On Day Four you will examine these key questions and conclude the course with a look at how healthcare organisations can measure the impact and effectiveness of the different marketing activities. • Developing healthcare advertising campaigns • Ethics in healthcare advertising • The sales function in healthcare • Customer relationship management and relationship marketing • Moving patients up the ‘loyalty ladder’ • Measuring and controlling healthcare marketing

Who Should Attend? This course will benefit anyone in healthcare involved in delivering value to patients, including: • Hospital marketing, communication, advertising and PR managers • Directors, executives and managers from healthcare organisations • Owner-managers of independent hospitals, clinics and practices and senior clinicians

Value Delivery In Healthcare In the business of healthcare, the focus of marketing is on selling products and services that meet patient needs – i.e. on delivering value. On Day Three you will examine how that value should be understood and delivered through the ‘marketing mix’ of product, price, place, promotion, people, processes and physical evidence: sometimes known at the 7 ‘P’s. • Managing the healthcare product • The challenge of pricing in healthcare • Distribution and channel leadership • Promotion, communication, social marketing and Web 2.0

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Day Four

• Medical directors, chairs and heads of departments

Day Three

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• People: your strongest asset or your biggest liability? • The importance of customer service excellence • Physical evidence: what does the ‘look and feel’ of your facility say about you?

• Policy-makers and planners from healthcare ministries and authorities • Marketing consultants and advisers • Private equity, venture capital and commercial investors in healthcare organisations • Anyone with a passion for transforming the patient experience

“An excellent course to learn the strategies and how to implement them in healthcare.” Mohammed Abdulla Masoud Al Shamisi, Management Accounting Manager, Al Ain Hospital, UAE

www.iirme.com/healthcaremarketing

Strategic Healthcare Marketing

11 – 14 December 2011 • JW Marriott Hotel, Dubai, UAE FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 21743 Dubai, UAE

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GCS/IIR Holdings Ltd. P.O Box 13977 Muharraq Kingdom of Bahrain

www.iirme.com/healthcaremarketing

DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – 971-4-3352483 E-MAIL – a.watts@iirme.com WEB BC4104 Event

Course Fee Before 2 October 2011

Course Fee Before 30 October 2011

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US$ 3,695

US$ 4,195

US$ 4,495

Strategic Healthcare Marketing 11 – 14 December 2011

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Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.

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Event Venue: JW Marriott Hotel, Dubai, UAE Tel: 971-4-2624444 Accommodation Details We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the IIR Hospitality Desk for assistance on: Tel: +971-4-4072693 Fax: +971-4-4072517 Email: hospitality@iirme.com © Copyright I.I.R. HOLDINGS B.V.

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If you are unable to attend, a substitute delegate will be welcome in your place. Registrations cancelled more than 7 days before the Event are subject to a $200 administration charge. Registration fees for registrations cancelled 7 days or less before the Event must be paid in full. Substitutions are welcome at any time.