Marketing hospitals in Malaysia
From The Star Online in Malaysia:
Non-profit hospitals are struggling to survive as the number of patients seeking treatment at such institutions is dropping drastically, Health Minister Datuk Dr Chua Soi Lek said.He said patients were now turning away from such hospitals because people seeking treatment in these places were perceived to be of a lower social status.
Dr Chua said patients had the ultimate choice when it came to hospitals. “Our patients tend to depend on branding even when it comes to hospitals. They don’t want to be associated as someone with lower status when they are sick,” he said.“Our institution has very attractive packages but are unable to compete with other private hospitals. Our midwife delivery package is as low as RM388 [US$105] while for consultants, it ranges from RM1,000 to RM2,000 [US$271 - US$542].
So patients are willing to spend up to six times the amount for a procedure, because the hospital is a brand name, and connotes a certain social status. And they are doing so in such numbers that the non-profit hospitals are "struggling to survive."
An opportunity, then, exists for the non-profit hospitals to develop marketing ideas that allow them to connect in a more significant way with their regional community. How do they overcome the stigma of being associated with those of lower social status? From what issues or defeciencies did the stigma arise? What are the misconceptions? What are their strengths?
I imagine a global exchange where a marketing expert in Montreal can provide her services pro bono to this group of non-profit hospitals in Malaysia. Philanthropy comes in many forms, in gifts financial and experiential. It enriches our soul to help others. We don't have to be Bill Gates or William Buffett to effect positive change in the world.
FYI: The Malaysian GDP per capita is US$9,700. The United States' GDP per capita is US$40,100 (source: cia.gov)