Project Marketing Plan for

MANSHAATM EL-BAKRY HOSPITAL

Opening The New radiology Unit
 :By
Ahmed Mustafa Soliman

Kareem Mohamed Ali Kamel

Waleed Saeed Ali Meligy

Ibrahim atteya soliman

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Our objectives
Our vision
Mission statement
Cosmic analysis
content 

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SWOT Analysis

Strengths

Weaknesses

 Opportunities
 A. Customers
 Threats
 B. Organization
 Competitive Analysis
 C. Suppliers
 Action Plan
 D. Marketing intermediaries
 Goals
 E. Competitors study analysis
 Strategy
1. PRODUCT
 Trackable goals
2. PRICE
 Situation analysis
3. PLACE
 Target Market & Time Frame
4. PORMOTION  Target time frame
5. PEOPLE  Target market

6. PROCESS  Find our metrics/KPIs

7. PHYSICAL EVIDENCE  Assign teams

8. PUBLIC RELATION  Team review

  Budget

 Business Summary
 Market strategy
 Our hospital messages
 Pestel Analysis
 Our Marketing Leaders
 Our objective
 MANSHAATM EL-BAKRY Hospital is one of the
known and large T. hospitals in EGYPT that
providing different medical services and serving a
reasonable number of population in Egypt.
 Now we start to market and awareness of people
about the new service ( R. unit) that hospital will
provide to the patients in the area.
 The overall purpose of the marketing plan is to
identify the needs of various target markets,
ensure that our products and services meet those
needs, develop key messages for communication
and measure effectiveness of marketing efforts.
 Engaging in marketing planning is critical in
order to thoroughly understand peoples’ needs
and communicate with stakeholders in effective
and meaningful ways.
 Our vision
 Is to ensure accessible and affordable quality of healthcare
by medical professionals to all people.
 To be one the leading hospital in EGYPT and center of
excellent medical services, cultivate an environment of
trust, honesty, mutual respect, equality, and ethics, To
enhances the live of peoples we serve by providing different
medical service for patients in a good high-quality level of
service with highly educated professional staff in a
reasonable price that can fulfill the budget and expectation
 Mission Statement
 We aiming to provide the best care to every patient
through integrated clinical practice, education and
research, At MANSHAATM EL-BAKRY Hospital.
 We recognize the value of every person and are guided
by our commitment to excellence and leadership.
 We demonstrate this by:
 Providing physical, emotional and spiritual care for each
of our patients and their families.
 Building a work environment where each person is
valued, respected and has an opportunity for personal
and professional growth.
In MANSHAATM EL-BAKRY Hospital we
decided to open the The New radiology Unit for
CT and MRI.

this study is aiming to put a correct marketing plan

to the regular hospital customers and attract new
customers as well not only in the neighbor area but
all over egypt.
 COSMIC Analysis
A. Customers
B. Organization

C. Suppliers

D. Marketing intermediaries

E. Competitors study analysis

 A- Customers
 According to the hospital record last 3years we find the
following:
 A good reputation of the staff and increased number of
patients by about 20 % more than the last 3 years
 Analysis study was done and we found that about 40 % is
looking for advanced radiology (CT and MRI) outside the
area and 75% of Internal and external customers welling to
have this kind of service in our hospital
 we made a study to our customers to find the following:
 we had both Male and female patients
 different age category
 Almost with high education level
 mostly governmental workers
 With moderate and high-level standard
 most of them from the surrounding area and aware
about the hospital.
 the most important factor that bring them to the
hospital was the good service comparing with good
price, availability, para medical services.
 B. Organization
 All the financial resource is available and can start work
with full support to cover all the department needs, either
for the staff, hospital infrastructure, medical Equipment.
 Human resources is available with highly qualified staff and
technician who specializes in radiology.
 Physical resources is available include CT and MRI sets.

 information resources, Hospital information systems

provide a common source of information about a patient's
health history, and doctors schedule timing.
 C. Suppliers
Performance evaluation with the regular suppliers
was good and they are offering a good quality of
products with competitive rates,
also powerful negotiation was made with 5
different suppliers to always had alternative in the
same level that help us to cover all our needs.
D. Marketing intermediaries
Good negotiation was done with some
Marketing intermediaries to work with
us on a commission basis and ready to
start working
F. Competitors study analysis for the
market strategy (8 Ps )
1. PRODUCT

2. PRICE

3. PLACE

4. PORMOTION

5. PEOPLE

6. PROCESS

7. PHYSICAL EVIDENCE

8. PUBLIC RELATION
 PRODUCT
 We don’t have advanced radiology unit while some
other competitors had such service but not on high
level of services.
 The new radiology unit at our hospital will give good
opportunity to have a new patient who are looking for
that kind of service that was not available before with
the high demand in the area to provide such services
near to their hand reach.
 The unit will serve both in and out patient with a new 2
sets of radiology (CT and MRI) that weren’t available in
the other nearest hospitals.
 PRICE and PLACE
 price study was done to all kind of radiology services
including price for different services in the other
competitive hospital and clinics, We will focus on the
quality of service provide with good competitive price
comparing to the other.
 location is everything, Our good location gives us good
opportunity to serve them well for that we built a separate
radiology unit
 PORMOTION
 Promotion is one of the key ingredients in marketing.
 promotion analysis through ranking, for promoting our
hospital that isn’t highly ranked in the global space,
 our goal is to discover promotive subspaces in which
our hospital becomes prominent in the area
 at the same time we are looking for our competitors
and how they are promoting their services,
 This will help us to promote our service with all kind of
marketing materials to reach our clients in easily fast
way that help them to know about us
 PEOPLE
A deep study was made to all the other competitive
hospitals to know about their staff what kind of
qualification they have, how many resident and what kind
of experience they had and what different specialist and
professor available there and number of qualified
radiologist and technicians to know what we need and how
we can offer to our client with a better good people and
qualified specialist staff was completed to start working,
 PROCESS
We developed our marketing plan in three phases.
 Phase1, we gather the plans we have already developed
for our project including our work plan, strategic plan
and evaluation plan.
 Phase 2 involves the stakeholder’s group who worked
to develop the project’s Strategic Plan.
 Phase 3, we build the marketing plan itself.
 Before creating our marketing plan, we take a time to
engage in market analysis with our stakeholders,
gaining a thorough understanding of our
environment, as well as our competitors and market
segments.
 While this preparatory work can take some time, this
work can prevent misspent time and money later in
the project.
 the new unit will be marketed on all type of media we
will contact the client direct and indirect way to
provide them with everything.
 PHYSICAL EVIDENCE
Comparing with the others neighbor
competitors we still have a good physical
resource and all the hospital facility will be
under the request of the new unit staff and
patient to fulfill their expectation
 PUBLIC RELATION
The public relation team will share in the
marketing plan and aware about its value to
the hospital and trained well how to
communicate and explain to all kind of
customers
 Pestel Analysis
 Due to the economic situation and the difference in prices, and with
the necessity of providing this service CT and MRI, it was necessary
to determine the type of Radiology that should be available.
 There were many doctors requesting this service to help them
diagnoseWith the public and private sector overlapping to provide
the necessary requirements for the health sector, providing this
service was appropriate
 The study prove that a good number of clients was asking about such
kind of services,
 Pestel Analysis
at the same time the political and governmental
authority encourage the private hospitals to
expand and provide different type of medical
services,
The hospital start work on that with full respect
and follow all rules and legal requirements
For that the Impact of PESTEL on COSMIC was
necessary and confirm the needs to think about
providing new kind of services and taking the
decision to open this new unit.
 SWOT Analysis
 In our hospital, we want to help the brand lean into what it does well,

improve what it doesn't, capitalize on what it can do, and defend

against what could challenge it. With that in mind, here is our SWOT

analysis for this year .

1. Strengths
2. Weaknesses
3. Opportunities
4. Threats
 Strengths and Weaknesses
Strengths :
We provide an important new service at a reasonable
price within our geographical region with high quality
that fulfill doctors and patients need that give us
extraordinary reputation,
Weaknesses:
The need for this type of examination may be limited
because ,The need for highly specialized doctors to write
radiology reports throughout the day and some material
for specific type of radiology as dye that may lead to
working deficiency
 Opportunities and Threats
Opportunities:
The economic situation and the ability to collect the
targeted amount to cover the purchase price of the
devices and the services accompanying them, such as
advertisements, training, or bringing in specialized
doctors.
Threats
Difficulty collecting payments and The presence of
many competitors that may significantly affect prices
 Competitive Analysis
We expect to compete with many hospitals and centers in
our geographical area.
 Delta Hospital is a private hospital that provided a
special department only for radiology about 2 years ago.
 A specialized government hospital in which the
radiology department and magnetic resonance unit
were opened a year ago
By the end of competitive studies, we found the following
We face many competitors in the private and
government sectors Pricing
1. Review product/service costs for accuracy, including
all variable and fixed expenses
2. all products/services carry their share of overhead
expenses plus provide for profit.
3. we compare prices for our products/services with
similar products/services in the other hospitals.
According to all this studies we have Very tough
competition in the first half of this year, The economic
situation will worsen in the short and long term.
 Action Plan
Manshit Elbakry Hospital has the goal of opening the
new CT and MRI Radiological Department To serve our
clients to start do that, our marketing team will pursue
the Following.
 Goals

 Strategy

 Trackable goals

 Situation analysis
Goals
 our goal is to penetrate the market by opening a new
department
 our goals for each segment or market and objectives will be
concrete measurable and realistic.
 To increase sales volume by 15 % within existing customer
base.
 To increase sales volume by 6 % generating new customers
 To increase sales volume by 9 % getting customers to use
the service more often
 To enhance image, name recognition, reputation.
 To introduce a new service (in the same area, and attract a
new area
Strategy
our strategy based on achieving our goals by providing
goad service with reasonable prices that well attract a
new customer and keep repetition of regular customers

we will follow the following list common marketing

strategies:

We will utilize the following technologies and software

to help us achieve our goals and objectives.
 Marketing CRM - Email Marketing Software
[email protected]
 Marketing Automation Software - Blogging Software
 Advertising Management Software - Social Media
Management Software
 video Hosting Software - With full concentration on
the following
 Facilitating and accelerating the preparation of
radiology and its report as quickly as possible,
providing sending the report to the treating physician
via e-mail or the patient’s electronic file.
 Taking into account the prices of insurance companies
and determining the percentage that the patient pay.
Trackable goals
 Working to provide visual and audio advertising on
social media sites
 Providing videos of specialists explaining the
importance of each type of Radiology for diagnosing
diseases
 Making discounts on prices for the first month to
provide the opportunity to create advertisements
among those who visit the hospital and those who live
within the geographical area of ​the hospital.
 Providing colorful paper advertisements in pharmacies
and health centers advertising the radiology
department.
Situation analysis
 We look for our general situation for our hospital

 What does our market share look like?

 What is the outlook in the next five years?

 Where is our revenue coming from?

 The answer on this question will help out team

perspective on the landscape for our business and
overall industry.
Target Market & Time Frame
Industries
in 2023, we’re targeting the following where we’ll serve
and provide our product and reach out to customers:
 Target time frame
 Target market
 Find our metrics/KPIs
 Assign teams
 Team review
 Budget
Target time frame
at least to have 40 patients daily for the Radiological
department during the first 3 months, that will be
increased monthly till we reach final target which is
not more than 100 new patients daily by the end of
the first year.
Target market
 We will concentrate on Who we want to target (not who

are we targeting right now, This focuses on our ideal

customer - what's their demographics, job, etc.
 answer what we want to focus on We can't market to

everyone, so it's vital to understand what we want as our

target customer to be and what causes them to come.
 In short, the more specific we can be and the more

personalized our marketing efforts are the better.

Find our metrics/KPIs
 Which metrics or KPIs we will be using to measure the
success and completion of our goals?
 It could be anything from visitors to site, average
request amount, customer service resolution time, etc.
 Whatever it is, for sure we have it tracked and
documented
Assign teams
 All the marketing team consists of 3 employees and the
marketing manager Mr. Mohammed Ali will be
responsible for marketing plan and will follow all the
roots that can help them,
 2 employees from administration staff will focus on
awareness of the people about the new department all of
them will work under the observation and notice of
Quality control team under the responsibility of the
quality manager Dr. Rashad Yossef and the
administration manager Dr.Ahmed Sayed and they will
refer to the Managing Director of the hospital Dr.
Ebrahim Gamal.
Team review and Budget
Team review
We will share all the numbers with all of our team. Doing
a team review makes sure everyone is still on the same
page and gives the team a chance to step back to see if
there are any goals or campaigns that need to be adjusted.

Budget
Over the course of 2023 , given the cash allotted to the
Marketing team, we expect to invest in the following items
to ensure we meet the objectives outlined in this m. plan:
Marketing Expense and Estimated Price
Item Estimated prices

Marketing Software
1500 Egyptian pounds

Event 1 [Hosting]
1200 Egyptian pounds

Event 2 [Attending]
1000 Egyptian pounds

Content Sponsorship
1300 Egyptian pounds

Pay-per-click (Google)
1000 Egyptian pounds

Social media advertising

1500 Egyptian pounds

Total Marketing Team Expense for Current Year

7500 Egyptian pounds

 Most of the time, marketing will cost some amount of
money to start and keep running
 This could be an actual budget we have going with
paid media or a project budget we have with an agency
to update our website.
 Whatever itis, make sure it's documented
Business Summary
 Review the Message:

 Our hospital messages

 Our Marketing Leaders

Our hospital messages
Manshit Albakry Hospital is located in Cairo
Government providing its medical services to all
Egyptian Citizen and foreign residence who are looking
for high quality standard and reasonable price in a clean
healthy environment aiming to serve human life and
working according to the highest standard to fulfil our
customers' needs
Our Marketing Leaders
 Marketing Leader 1 is Dr. Ebrahim Gamal Managing

Director of the hospital]. he is the head of all team work

 Marketing Leader 2 is Dr. Rashad Yossef he is the

Quality control Manager and will be responsible for all

the work of the team and follow up and review collected
Data and control all sectors of the plan before and after
the opening of the department
Our Marketing Leaders
 Marketing Leader 3 Dr.Ahmed Sayed the
administration Manager he will be responsible for
arrangement all the team work requirements and the
follow up all administration work
 Marketing Leader 4 Mr. Mohammed Ali the marketing
Manager that will be responsible for the marketing
team work in marketing plan