Course Overview
With the drive for a more personalised and responsive system, the mismatch between supply and demand, and patients turning into consumers, the NHS is rapidly starting to resemble a market in all but name. Competition for scarce resources, and a greater focus on outcomes are all recognisable signs that a market is operating.
The good news is that 'markets' operate by well well-established principles regardless of the product or service involved, and these principles can be learned. Not only that, but the techniques involved in surviving and indeed thriving in market-driven environments are applicable across any organisation, even the NHS!
The purpose of this course:
The purpose of this course is to learn the key principles that govern how markets work, to identify how they relate to your organisation, and to apply them to the way that you and your team operate. You will have time to think, to learn and to apply the ideas in a way that will work for you. This training uses some of the key principles of marketing as they relate to the provision of healthcare, and enables managers to apply them to some of the key challenges they face in the NHS.
Audience
Who this course is for:
This course is aimed at managers who realise that the NHS is becoming more market-focused, and recognise that they need to learn more about how marketing works, in order to help them survive in a rapidly changing public service.
Skills Gained
You will learn how to:
- Learn and apply the 7 'golden rules' of marketing in a healthcare context.
- Create a marketing plan for their department / team, based on a structured environmental analysis, and applying the right capabilities to the right strategy in order to achieve objectives that incorporate the rigours of the market
- Create a communications plan that utilises the concept of a marketing mix, targeted at the right 'market', with appropriate objectives and an understanding of potential barriers to communication.
- Identify the critical success factors that are important to your customers
- Create an implementation plan that focuses on the most pressing issues, and identifies the biggest potential risks.
Benefits for your organisation:
Organisations will benefit from their managers attending this course because they will be learning that the NHS is increasingly resembling a market. Given that markets function according to certain principles, your delegates will learn how to understand and operate accordingly. Specifically you will be encouraging more effective response to change within a wider group of managers. You will be equipping your managers to understand the forces shaping change and to respond in a more appropriate way. And you will be enabling your managers to gain the confidence in applying marketing principles in a relevant and effective manner.
Benefits for you as an individual:
Delegates will benefit by learning how the rules of markets are shaping the provision of healthcare. They will learn the principles of marketing as they relate to the NHS, how to apply them sensibly and appropriately, and how to respond more effectively.
Specifically you will learn how to identify key forces that will shape your environment and what to do about them. You will learn why capabilities are more important than resources. You will learn why market-focused organisations thrive and what they do. You will also learn how the concept of a marketing mix is crucial to surviving in a market, and you will learn why some marketing campaigns work and others don't.
Course Outline
- Characteristics of a market
- How markets function
- The 7 things that successful marketing organisations do
- How to become more market-focused
- Effective marketing planning
- Resources and capabilities and their application
- Setting objectives in a market context
- Marketing communication principles and practice
- Identifying, segmenting and targeting your customers
- Critical success factors from your customer's perspective
- Implementing marketing changes using force-field analysis
To take away from the course:
- Marketing planning framework
- Environmental analysis tool
- Capability-based marketing strategy template
- Implementation template
