Certificate In Healthcare Marketing And Customer Relations

Certificate In Healthcare Marketing And Customer Relations Practical Tools For Marketing And Advertising Your Healthcare Organisation

15 – 18 December 2013 • Dusit Thani Hotel, Dubai, UAE

5 Main Learning Objectives 1. Hands on, interactive learning experience using case studies from leading healthcare systems and organisations 2. Develop deep insights into the region’s healthcare marketplace and the needs and wants of your patients and customers 3. Understand how to effectively segment and target your customers and markets 4. Create a compelling marketing plan for your healthcare organisation 5. Optimise the impact of your advertising and communications to deliver increased revenues and enhanced patient loyalty

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Certificate In Healthcare Marketing And Customer Relations 15 – 18 December 2013 • Dusit Thani 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 healthcare services to any willing healthcare providing organisation, whether public or private. Never before has so much power and choice been placed in the hands of the individual healthcare consumer to choose their hospital or clinic and never before has there been so much competition between healthcare organisations.

This new course from IIR – the only one of its kind in the region – will enable healthcare managers and professionals from all types of healthcare organisation to discover and apply the tools and techniques of strategic marketing within healthcare.

Using case studies from hospitals, clinics and healthcare systems, this interactive course will help you develop deep insights into the region’s healthcare marketplace, the needs and wants of healthcare consumers and how to overcome your competitors. By the end of the course you will be able to create a compelling strategic marketing plan for your healthcare organisation, understand how to effectively segment and target your healthcare market, position your organisation in the minds of your customers and optimise the impact of your advertising and communications.

The course is divided into four modules: • An Introduction To Marketing In Healthcare • Healthcare Market Research Techniques • The Healthcare Marketing Mix • Advertising And Communication In Healthcare

Who Should Attend?

This course has been designed to enable general healthcare managers and all types of clinicians to build their confidence and effectiveness when marketing, promoting and advertising their healthcare organisation. It will be especially useful for: • Hospital marketing, communication, advertising and PR managers • Directors, executives and managers from healthcare organisations • Owner-managers of independent hospitals, clinics and practices • Medical directors, chairs and heads of departments and senior clinicians • Policy-makers and planners from health ministries and authorities • Marketing consultants and advisers

Course Content An Introduction To Marketing In Healthcare

Healthcare Market Research Techniques

The Healthcare Marketing Mix

Advertising And Communication In Healthcare

The Importance Of Marketing In Healthcare

Understanding How Healthcare Customers Make Choices

Shaping And Managing Healthcare Products And Services

Designing And Managing Healthcare Advertisements

Understanding The Healthcare Marketplace

Identifying And Evaluating Your Competitors

Pricing Strategies And Decisions In Healthcare

Word-Of-Mouth And Personal Communication Channels

The Importance Of ‘Value’ In Healthcare Marketing

Market Segmentation, Targeting And Positioning

Healthcare Marketing Channels And Value Networks

Organising, Implementing And Controlling Healthcare Marketing Activities

T: +971 4 335 2437 F: +971 4 3352438 E: register@iirme.com W: www.iirme.com/healthcaremktg

Course Timings: Registration will be at 07:30 on Day One. The course will commence at 08:00 and conclude at 14:30. There will be refreshment breaks at approximately 10:30 and 12.30. Lunch will be served at the end of each day’s session.

Course Outline Module One

Module Three

An Introduction To Marketing In Healthcare

The Healthcare Marketing Mix

In Module One, you will explore the region’s healthcare marketplace. You will identify the major players, the strengths and weaknesses of the system and the importance of marketing for both commercial and clinical success.

You will examine the main steps involved in the marketing process and in designing a strategic marketing plan for a healthcare organisation.

In Module Three, you will examine how healthcare organisations can meet their target customers’ needs and wants through the ‘marketing mix’ of product or service features, pricing decisions, distribution channels and communication channels – as well as through the people, process and physical environment in which care is delivered.

• The Importance Of Marketing In Healthcare – Identify the purpose and importance of marketing thinking and planning in healthcare organisations • Understanding The Healthcare Marketplace – Understand what drives people to seek healthcare and how the region’s healthcare market is growing and changing

• Shaping And Managing Healthcare Products And Services – Define the most important characteristics of healthcare products and services and learn how these can be used to differentiate your organisation’s services • Pricing Strategies And Decisions In Healthcare – Understand how healthcare consumers, providers and payers process and evaluate prices and learn the seven steps for setting an initial price for a healthcare product or service

• The Importance Of ‘Value’ In Healthcare Marketing – Define what is meant by ‘value’ in healthcare and why it is such a vital concept for both healthcare organisations and their patients

• Healthcare Marketing Channels And Value Networks – Identify the relationships and pathways through which healthcare services can be delivered

Module Two

Module Four

Healthcare Market Research Techniques

Advertising And Communication In Healthcare

In Module Two, you will learn techniques with which to research and understand your healthcare marketplace by observing customer behaviour and analysing your competitors prior to determining your marketing strategy.

• Understanding How Healthcare Customers Make Choices – Learn about the psychology of healthcare consumers and how they choose a healthcare provider • Identifying And Evaluating Your Competitors – Analyse your competitors’ strengths and weaknesses and understand how to steal market share away from them • Market Segmentation, Targeting And Positioning – Learn how to divide your healthcare market into segments, determine their attractiveness and effectively target them

Significant money is invested in healthcare advertising every year, but much of it is wasted and ineffective. In Module Four, you will consider the best ways to communicate with prospective patients and clients and what kind of messages they most readily respond to. You will conclude with a look at how healthcare organisations can measure the impact and effectiveness of their different marketing activities.

• Designing And Managing Healthcare Advertisements technologies – Identify the eight major steps in developing effective healthcare advertisements and communications • Word-Of-Mouth Personal Communication Channels – Understand how word-of-mouth marketing works and how healthcare providers can use it effectively • Organising, Implementing And Controlling Healthcare Marketing Activities – Discover the controls and tools through which you can ensure your healthcare marketing activities have a real impact on patient revenues and loyalty

T: +971 4 335 2437 F: +971 4 3352438 E: register@iirme.com W: www.iirme.com/healthcaremktg

Meet Your Expert Course Leader Benedict Stanberry is a British management consultant, executive coach, author and lecturer on the subject of strategic healthcare management. He has extensive experience of designing and delivering professional education and development programmes for healthcare managers and clinicians in the Middle East as well as in the UK, Africa and Asia.

Ben works with many of the Gulf’s leading healthcare organisations in both the public and private sectors. His extensive list of clients includes: •

King Fahad Medical City, Riyadh, KSA

•

Security Forces Hospital Program, Riyadh, KSA

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Saudi German Hospital Group, Jeddah, KSA

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King Hussein Cancer Center, Amman, Jordan

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Mafraq Hospital, Abu Dhabi, UAE

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Al Rahba Hospital, Abu Dhabi, UAE

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Dubai Healthcare City, Dubai, UAE

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Ministry of Health, Dubai, UAE

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Hamad Medical Corporation, Doha, Qatar

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Sultan Qaboos University Hospital, Muscat, Oman

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New Mowasat Hospital, Kuwait City, Kuwait

Ben began his career as a medical lawyer and became a healthcare management consultant in 2001. He has served as the interim chief executive of a Brussels-based healthcare NGO and as an elected politician in south west London, where his responsibilities included overview and scrutiny of the delivery of healthcare services in the capital.

His most recent role has been as a director of one of the UK’s leading private healthcare companies.

Ben is a Fellow of the Royal Society of Medicine, a Member of the Institute of Healthcare Management and an Associate Member of the Faculty of Medical Leadership and Management. He holds an MBA from the world-ranked Henley Business School and currently chairs the school’s alumni association in the Middle East.

IHM Professional Diploma In Healthcare Management In conjunction with the Institute of Healthcare Management (IHM) in the UK, IIRME are proud to offer a comprehensive programme of certified courses in healthcare management designed to lead to the award of a Professional Diploma In Healthcare Management.

The IHM is recognised as one of the largest representative organisations in the world for individual healthcare managers. Its membership reflects the diversity of healthcare management from both the public and private sectors.

Since 1902, the IHM has played an important part in the lives of thousands of healthcare managers. It provides opportunities to enhance the careers of those involved in the health and care sectors through professional development opportunities, robust and effective networks and influencing relevant policy decisions.

The IHM’s Professional Diploma programme is aimed at people working in all healthcare sectors irrespective of their professional or functional background. This includes those who are working in a professional or clinical role as well as staff with a managerial focus or significant leadership responsibilities. It is also appropriate for experienced healthcare managers who wish to refresh or update their existing skills.

Each course in the programme is a stand-alone, certified learning experience providing its own unique benefits.

Foundation Certificate Certificate In Healthcare Leadership And Management 20 – 24 October 2013, Fairmont Hotel, Dubai, UAE

Core Certificate Certificate In Healthcare Quality And Performance Improvement Dates 2014 to be confirmed, Dubai, UAE Certificate In Healthcare Financial Management 1 – 5 December 2013, Grand Hyatt Hotel, Doha, Qatar Certificate In Healthcare Strategy And Planning Dates 2014 to be confirmed, Dubai, UAE Certificate In Healthcare Information Systems 24 – 28 November 2013, Hyatt Regency Hotel, Dubai, UAE

Elective Certificate Certificate In Patient Safety And Risk Management Dates 2014 to be confirmed, Dubai, UAE Certificate In Healthcare Talent Management 8 – 11 September 2013, Jumeirah Emirates Towers Hotel, Dubai, UAE Certificate In Healthcare Process Improvement 10 – 13 November 2013, Dusit Thani Hotel, Dubai, UAE Certificate In Healthcare Marketing And Customer Relations 15 – 18 December 2013, Dusit Thani Hotel, Dubai, UAE

Would you like to run this course in-house?

The in-house training division of IIR Middle East Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts

T: +971 4 335 2437 F: +971 4 335 2438

Managers wishing to take multiple certificates can work towards the award of the internationally recognised and highly respected IHM Professional Diploma In Healthcare Management. Recipients of the Professional Diploma are entitled to use the designatory letters ‘DipHM’ after their name. They are also entitled to become members of the Institute of Healthcare Management and use the designatory letters ‘MIHM’ after their name.

The full Professional Diploma requires candidates to take the foundation certificate, the four core certificates plus one elective certificate of their choice. The Professional Diploma also requires assessment of the candidate’s learning across each certified course they have taken.

W: www.iirme.com/healthcaremktg

Certificate In Healthcare Marketing And Customer Relations 15 – 18 December 2013 • Dusit Thani Hotel, Dubai, UAE FIVE WAYS TO REGISTER +971 4 335 2437

IIR Holdings Ltd. P.O Box 9428, Dubai, UAE

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www.iirme.com/healthcaremktg

DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – +971 4 335 2483 E-MAIL – a.watts@iirme.com Event Certificate In Healthcare Marketing And Customer Relations

WEB BC5010

Date

Course Fee before 29 September 2013

Course Fee before 20 October 2013

Final Fee

15 – 18 December 2013

US$ 3,895

US$ 4,395

US$ 4,695

Would you like to run this course in-house?

Save training $$ and create learning experiences relevant to your business. To customise this course and increase value and impact, contact Leigh Kendall on +971 4 407 2624 or email the team at cts@iirme.com

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions and successfully complete the course assessment will receive an IIRME Certificate of Completion.

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