Health Care Marketing

HSM615
Analysis of strategic marketing plan for
MegaLabs

Submitted by :
Aya obaide (2019162016)
Mohammad Itaimah ( 2019162015)
Tamara Shdiefat (2019162008)

Submitted to: Prof. Sami Alsmadi

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Introduction

Megalab group established in 2013, are providers of diagnostic

laboratory testing information, and services that enable physicians and
other healthcare professionals to make decisions to improve patient’s
health. We operate diagnostic medical laboratories in 17 different
location branches throughout the country . In addition to Jordan area,
services are provided to other Health centers in the region.
Clinical laboratory testing is an essential element in the delivery of
health care Services. Physicians use laboratory tests to assist in the
detection, diagnosis, evaluation, monitoring, and treatment of diseases
and other medical conditions. Testing is performed on body fluids, such
as blood and urine, specimens collected for microbiological assessment,
tissue biopsies, and other samples such as human cells.
In addition to providing a full range of diagnostic testing, Megalabs
group offers:
1. Mobile client services.
2. Employment related and occupational health clinical testing.
3. Pre-employment drug testing.
4. Laboratory Physician consulting services.
5. Laboratory support to research projects and clinical trials.
6. Referral testing to other regions and organizations in Jordan.
7. Home visiting services.

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Research, which is fundamental to the Megalabs group service delivery
model, complements our commitment to patient care. There researchers
continue to improve and design best methods of diagnosing a variety of
diseases. Future advancements in this area will ensure Jordan receive
leading edge diagnostics through integrated research and training
programs.
Megalabs group is an example of success in meeting the diverse
challenges associated with the growing demand for laboratory medicine
services and the management of health care resources. They are
committed to excellence in providing an accessible, accountable and
integrated health system, which promotes shared responsibility for
improved health.

Mission
There mission is to raise the long-term health status of our community
by providing personalized, quality care with compassion, dignity, and
respect.
Vision
Are a community of caring health professionals, recognized for
promoting wellness through early detection and prevention.

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The 7ps

Product/Service
 Phlebotomy (Venipuncture) .
Mega Lab Services is licensed, insured,. They perform high
quality phlebotomy service at affordable rates. With two main
objectives - customer’s convenience and quality service. Their
team is highly skilled, dedicated and hardworking
 Dedicated to providing the highest quality of various diagnostic
services by boasting the most advanced technology in the field,
using state of the art instrumentation & utilizing a strict quality
control program, and is led by a team of highly qualified and
friendly experts throughout 17 different location branches
 The lab specializes in all fields of laboratory medicine
including:
– Clinical Chemistry
– Endocrinology
– Hematology
– Microbiology
– Genetic testing and molecular biology
 Mega Lab provides all kinds of medical tests that the patient
needs.
 Referral In the event of absence for a specific examination in
Jordan, they provide an alternative examination to help diagnose
the patient's condition. Or send it outside Jordan in cooperation
with laboratories around the world
 Domestic (home ) services are also provided free of charge (for
the elderly, immune diseases, etc.).

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  Keep informed with global and local health needs . This was
accompanied by the COIVED-19 pandemic (home screening,
commissioned by the Ministry of Health to build a laboratory on
the border areas, providing tests for mutation type). Also provide
vip and top vip services according to patient need (different by
pricing)
 Community-based offers of services (for example, end-of-year
package to encourage patients to do tests at prime price .

Place
 There are 17 branches throughout Amman, also branches in al-
Salt, Irbid, al-Aqaba and Zarqa.
 Space standards: proximity to medical clinics, be clearly on
Main Street for the eyes and for better patient comfort, provide a
space to line up. (To provide appropriate and convenient service
to clients)
 The internal environment is suitable for service delivery (good
lighting, humidity, heat, periodic sterilization, proper waiting
room).
 In addition to the special medical chairs that represent the utmost
comfort for the patient during the provision of the service, in
addition to other features of the chair in the event of a particular
emergency, such as vasovagal attack
 Megalab branch close to pedestrian bridges in case of high-
frequency streets
 Most of Megalab's laboratories are located in health services
complexes known to all (next to hospitals and medical clinics)

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Price
 All prices for services provided in Megalab are fixed and pre-
priced by the Jordanian Ministry of Health and are not subject to
competition (with a higher price ceiling)
 Many price discounts are available on providing the service,
which varies according to the job the title in the Megalab)
 A discount for a regular employee, a higher percentage discount by the
laboratory technician, and a higher discount for the branch manager
 The prices of all services provided in the various branches are the
same, based on the pricing of the Jordanian Ministry of Health
 Prices are not posted on the official website or social media, but if
they communicate through Call Center, prices are supplied with
discounts. (Not including offerings ).
 In the case of home service is provided, no commissions or fees
will be added instead of this service.

Promotion
 Megalab uses many promotional mix , such as :
 advertising :non personal communication (television,
internet ,radio).
 public relation through brochures and conference and event
sponsorships.
 Sales promotion: through discount special offers.
 use buzz marketing attempting to gain acceptance of services
by spreading positive word of mouth.
 viral marketing taken in consideration ,by using internet and
Social Media is also being.
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  Conduct field visits to doctors to promote the services provided by
Megalab.(doctors are the first line of focus for service promotion)
 free examinations and discounts over certain examinations.( in
social events , cabin in malls etc.. )
 making agreements with nutrition clinics to provide services to
auditors (e.g. insulin contractor, lipids etc.) by providing them with
a discount
 Contracts with distinguished service and credible prices with
various insurance companies
 The success of the promotional plan is confirmed by monthly
reviews of the number of visits and tests per branch (calls,
Facebook messages, an increase in the number of patients, also a
new doctor).
 It was not noticed that social media or the booth or hut in the
malls attracted more patients than doctors. But it has helped raise
health awareness for the community and introduce them to the
services offered at Mega Lab
 Partnership between them and the government sector: in the
absence of a specific examination in a particular government
hospital, assistance is provided because the most important is the
patient’s health, as a kind of offering services and marketing
strategies
 Participation in medical conferences and training courses (for staff
or society)

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Process
 Services are provided in three phases:
1. Pre-analytical : phase-Through which the request is received
from the patient, in which the name of the examination to be
performed, and signed by the supervising doctor, and the
request is taken, registered, priced, and a discount is made on it,
if any.
– Medical record for each patient: A very important step to
avoid any problems with personal information, medical
information and test conditions (quadruple name, sex, age,
health history, combination medications, Mobile number
pre-determined condition).
– The blood sample is being drawn. Of course, consideration
is being given to the type of examination and the conditions
required. etc.)
2. Analytical phase: The work on the sample is started and the
presence of the patient is not required at this stage .
– The sample is confirmed and the conditions that must be
met for the sample (such as fasting for some tests) until
the analysis process is started either by machine or
manually for some tests
3. post analytical phase: The result is entered electronically into
the Megalab system
– The result is sent to the laboratory doctor

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 – After confirmation from the responsible doctor, it is sent
to the patient via WhatsApp message and fully protected
through QR code

 Service from 8 a.m. - 8 p.m.

 Only COVID section follows 24 hours of operation
 For home service, contact the laboratory and coordinate the
appointment.
 In the case of elderly patients, drive through services they are
provided to the patient from the car. Where all patients are
respected.

Physical evidence
 The Megalab logo is present in the local market and is considered a
leading institution in providing laboratory services in the health
market
 The service is provided to the patient with some ideal situation in
terms of the quietness of the place, hygiene and sterilization, and
even the chair used when the sample is taken from the patient
 Megalab is present on search engines and on the lists of the most
distinguished laboratories in providing medical services in their
fields
 Electronic payment mechanism is available
 Certified official website, but more online on social media
(Facebook and Instagram)

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Peoples
 Staff members must receive certificate of practice permits from the
Ministry of Health.
 Also good Social communication skills with colleagues and with
patients, learnability.
 Training is available for recruitment.
 Each employee's annual assessment, in terms of science and social
communication, dealing with patients, compliance with working
hours, public safety standards... As a result, there is an annual
increase or renewal/termination of a contract or other incentives.
 Career ladder is respected
 There's a good and comfortable environment for the staff in some
branches .
 Staff satisfaction and measurement are taken into account, taking
direct observations from the staff member and taking appropriate
action. Through Questionnaire
 Effective reporting system

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SOWT analysis

Strength
 Megalab’s employs more than 120 professionals including
consultants, lab directors, medical technologists and administrative
staff, all holding high qualifications in their fields.
 Loyalty to the laboratory by customers and those who will benefit
from the service provided
 Highly skilled workforce through successful training and learning
programs
 Strong distribution network 17 branches serves the communities
 A primary focus on quality improvement
 Modern medical equipment and a well-equipped facility
 They provide home services for the elderly and people with special
needs.
 The building is prepared to deal with the customers in terms of air
conditioning, lighting and quietness.
 Maintaining confidentiality of information, accuracy and speed of
response
 the Mega lab laboratory is evaluating their employees on a regular
basis, and material and moral incentives are provided to those who
excel in their work and activate continuing education

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  The optimal distribution of labor based on the need and pressure
on each of the 17 branches
 internal teams dedicated to research and analytics (spent on
research)
 One of the first laboratories to diagnose the omicron Corona virus
 Strong use of social media and promotional strategies to enhance
the services of the Mega lab laboratory (for clinicians and
customers)
 home visit services without additional fees
 It has societal concerns and helps raise awareness in the
community

Weaknesses :
 Their services are available 24 hours a day, not in all branches, but
only available in one branch
 Research and Development: Even though Megalab is spending on
research and development , it is spending way less than a few
players within the market that have had a significant advantage as
a result of their services
 Rented Property: A significant proportion of the property that
Medlab Clinical Limited owns is rented rather than purchased. It
has to pay large amounts of rent on these adding to its costs
 The prices of their services are not announced to everyone on the
official website of the institution
 High job stress at some branches makes the workforce less
productive.
 Limited access and no coverage of far and village areas with fixed
service centers Like other cities and centers.

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  High job stress in some branches makes the workforce less
productive.
 Limited access and no coverage of far and village areas with fixed
service centers Like other cities and centers
 Weakness in the environmental scanning.
 The site selection process is based on the availability of the health
service provider and doctors in the site and not based on any other
factors (for example, taking the social factor into consideration).
 Unavailability of special entrances for people with disabilities
 Lack of special rooms for some diseases such as tuberculosis

Opportunity :
 Competitiveness between different laboratories that provide the
same service in light of the stability of the unified price includes
competition in the speed and accuracy of examination and in the
packages and price discounts, whether seasonal or otherwise.
 The exponential growth in the population, and particularly in the
existing or potential disease is a great growth opportunity for the
business organization.
 Changing customers' needs, tastes and preferences can be an
opportunity if the people in the institute whose responsible about
services and marketing organization have a good knowledge of the
market
 The development of new technologies help and assist the service
production and delivery process and. The advanced technological
integration can decrease costs, improve efficiency and result in the
quick introduction of innovative services

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  The rise in the disposable income of customers and the increase in
the affluent customer base can be seen as an opportunity to
introduce more high-end services .
 Tax cuts and some government interventions (lowering taxes on
organizations that provide health care) make it easier for a business
to raise money and finance at a lower cost.
 Some government opportunities and contracts with government
agencies create a new type of customer and market (such as PCR
testing) at the airport
 Customers may start preferring new services as a result of
changing tastes and prices
 The emergence of e-health and social media marketing as a trend
can be a great opportunity for mega lab Clinical if it can ensure
strong online presence on different social networking sites
 The emergence of new market segments and new niches provide
services expansion opportunities
 Competitiveness among insurance companies creating a new
environment to attract customers is a positive external
environmental factor for Mega lab.
 Improvement in the customers- lifestyle and standards mean more
consumption on consumer services, and more opportunities to
encourage the purchase
 The development and availability of many hospitals and health
centers that provide various health services, which constitutes a
kind of real opportunity in the health market to provide their
services in it
 Develop healthcare programs and initiatives to drive more
community outreach and engagement
 Increase funding for analytics and researching, including both staff
and technology
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  The new technology provides an opportunity
 Collaborate with different healthcare organizations
 Adding services could also bring opportunities, particularly more
specialized gene-based tests and infectious disease such as corona
virus disease .
Threats :
 The increasing number of direct and/or indirect competitors affects
the organization’s ability to sustain and expand the customer base.
(example madlabs,biolabs )
 Deteriorating economic conditions and low wages directly affect
customer spending patterns on service and purchasing power
 The rise in inflation increases the cost of production and affects the
business profitability
 Failure to take into account the patient's price sensitivity (inelastic
demands)
 There is a substitute services providers
 Pressure to reduce costs while meeting expectations of universal
healthcare coverage
 competition with other labs with high efficient services ( example
madlabs )
 Policy and legislation changes that result in budget deficits and
revenue return

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Recommendation

A marketing plan is a strategic document to achieve specific business

goals and objectives over a specific time period. For any health
institution, large or small, the construct and implementation of a
comprehensive marketing plan are complex and dynamic.
A successful healthcare marketing plan outlines realistic goals, practical
strategies, and relevant actions based on market research and assessment
of strengths and weaknesses.

 Given our study and analysis of this health facility, our existence is
that Mega Lab is strong in their field of work. In terms of quality and
speed of performance and also organizing and dealing with patient
reception. Also focusing on doctor referrals are some of the best
marketing strategies to bring in new patients.As we know, if it's not
documented, it's not, and unfortunately it's considered an important
weakness in this company. We recommend them to document it
clearly and update it periodically in proportion to the variables.

 Distribution is an important component of marketing mix, which

affects service access to clients and helps to enhance the system's
image of society. As mentioned earlier, the distribution of their
branches is experienced in the capital Amman, and only in one branch
each in Irbid, Aqaba, Salat and Zarqa. They concentrated services for
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 almost the same geographic category . so we recommend Expanding
to better serve customers and Work to provide fixed centers or
mobile cars that help provide service in remote areas

 From a marketing point of view, as well as in order to ensure the

provision of health services to all groups in their various locations,
they must review the distribution of branches and take into
account that Amman has a large market for health services compared
to other governorates in the Kingdom.

 In an effort to increase management efficiency, some companies are

implementing organizational structures in their workplaces, and
Result of the expansion of branches and the development of health
services in Megalab, They should improve the construction of
organizational structures and establish specialized administrative
departments(e.g. research and development, marketing, human
resources) (there is currently no single department responsible for
regulation, marketing, etc.).

 A decade ago, simply having a website was enough to impress

prospective patients and help them find your healthcare brand
identity. But now, a website is healthcare’s new front door. It’s the
first thing patients often see . Megalap has an official certified
website. But it does not have features available to competitors in the
same sector (such as the possibility of creating a user account to
facilitate access to results and updating the profile, also without
performance allowing the client to evaluate the service). So they have
to keep up with technology better.

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Also we recommend:
 Seeking global credits (e.g. CAP credit)
 Allowing non-employees to train to obtain a certificate of practice
(with a view to opening a laboratory), which provides them with a
good reputation in their field (where other competitors do not) .
 Strengthening relationships between laboratory staff outside
working hours to stimulate affiliation, loyalty, and work seriously
and with love for the laboratory’s interest.
 Using SEO in search engines for optimization from Megalab
Search Center
– These are pay-per-click advertisements, paid advertisements
that are laser-targeted to appear first for a set of search terms
 Work to improve Megalab's image by giving positive word of
mouth
 Work to provide special lanes for people with disabilities
 Increasing spending on advanced research and analysis projects
that help develop the service provided

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