Marketing strategy of the medical centre

In the organisation there is a collective agreement between the head physician and medical staff. According to the collective agreement the bonus system of a payment is applied, there is own six-digit scale of charges and salaries, and also payments of stimulating character (surcharge, the extra charge).

The organisation of work and management of labour collective is the part of management connected with a manpower of the enterprise and their relations in the enterprise.

Personnel administration main objectives on "Health" are:

satisfaction of requirement of the enterprise in shots;

maintenance of the rational arrangement, the is professional-qualified and official advancement of shots;

an effective utilisation of labour potential of workers.

The workers occupying posts the director and their structural divisions, and also their assistants concern group of employees at the enterprise on following posts: founders, directors, the head physician, the assistant to the head physician, the main experts (the chief accountant, the chief engineer, the main technologist, the group economist, etc.).

The workers occupied with economic, accounting, legal and other kinds of activity concern experts. The workers who are carrying out preparation and registration of the documentation concern employees, the account and the control. Depending on character of labour activity enterprise shots are subdivided by trades, specialities and skill levels.

2.2 The analysis of activity of the company "Health"

Last year's positive tendencies in development ДЦ are observed. So, on 14.07 % the gain from realisation, whereas the cost price of services, taking into account commercial and administrative expenses of all on 1.09 % has grown. It testifies to growth of efficiency of services that was positively reflected in enterprise profit. The profit to the taxation (balance profit) has grown and has made 10429 thousand RUR. whereas in 2007 the given indicator was equaled 5123. Rbl. the enterprise Net profit has made in 2009 8986 thousand RUR, whereas in 2007 only 4405 thousand RUR.

Also labour productivity growth is observed, that on the one hand is caused by reduction of number of the personnel of the enterprise, and with another growth of a gain from realization. In accounting year the updating factor, both all basic means, and their active part has decreased in comparison with the previous accounting periods owing to reduction of input of the basic means, including their active part.

Let's analyze how much it is capable to answer on the debts in short-term, intermediate term and the long-term periods. Analysis data we will present in the table.

Value of factor of an autonomy throughout three years remains approximately at one level and was in optimum limits for the industrial enterprises. On the end of 2009 its value has made 0,49, is means, that practically half of cost of property "Health" becomes covered at the expense of own capital.

Thus, as a whole, company keeps the independence concerning external investors. In drawing 2.3 the structure of means of the enterprise is visually presented.

The factor of a parity of own and extra means confirms conclusions the made earlier, extra means made earlier exceed own in the sum of sources of formation of property of the enterprise a little. Value of factor in dynamics has a little grown, however to its maximum value to fall to 2007, thus, in 2007 on 1 RUR of own means 1,035 RUR of the extra had.

The negative moment is absence of own means in financing of circulating assets of the enterprise. And in dynamics position has not improved, value of factor of security of turnaround actives own means has decreased more than twice.

Despite decrease in 2009 of value of factor of absolute liquidity owing to reduction of cost of short-term financial investments the given indicator during 2007-2009 is in admissible limits of values for the industrial enterprises, that positively characterises financial stability ДЦ, and also ability of the enterprise to cover the obligations.

On the end of 2009 value of factor has made 0,5, that means - half of current debts of the diagnostic centre can be extinguished in the near future. Immediate performance of current obligations is guaranteed by the sum of cash money resources and the most liquid short-term financial investments.

The negative moment is appreciable decrease in factor of intermediate and current liquidity.

So, in 2009 the enterprise in the intermediate term and long-term period appears not solvent, that negatively influences its financial stability.

Reduction of cost of turnaround actives of "Health" in 2009 has positively affected the factors characterising their condition.

The profit of the enterprise received from each RUR of means, enclosed in actives, depends on speed оборачиваемости means and on what net profit share in a gain from realisation. Generally, it depends on volume of realization and average size of actives.

But, the bookkeeper analyzing a financial position of the enterprise, should approach to an estimation of this indicator, first of all, from a position of rationality of structure of property. As we already know, delay can be connected with as with the objective reasons: inflation, rupture of economic communications, and subjective: inept storekeeping and a condition of calculations with clients, and also absence of their appropriate account.

In 2009 cost of entered basic means has made 137 379 RUR, including an active part 95 597 RUR. the Indicator of leaving below an indicator of updating of the basic means, that as a whole is the positive moment.

Throughout analyzed, the percent of deterioration of the basic means exceeded 50 %. A modern problem of the enterprises of the given branch of economy of the Russian Federation - high percent of deterioration of the basic means which makes about 70 %. In the deterioration factor reaches 59 %, that in comparison with a deterioration average level on branch is quite satisfactory indicator. But deterioration level all the same to be at high level, therefore it is necessary for enterprise to find possibilities for updating of the basic process equipment. Indicator growth фондоотдачи testifies to increase of efficiency of use of the basic means. In 2008, also as well as in 2007, the indicator increase фондоотдачи is connected with growth of a gain from realisation of services of "Health".

Reduction of duration of a turn of current actives in comparison with 2007 and has allowed to reach 2008 values of factor оборачиваемости current actives 1,5. As one more fact of increase of business activity of the enterprise reduction serves in dynamics of size дебиторской to debts, that in aggregate with growth of volumes of realisation has led to growth оборачиваемости from 113 days to 55. Thus, the factor оборачиваемости дебиторской has made debts in 2009 6,62 turns or 205 % to level of 2007. Size decrease дебиторской speaks debts about optimisation of work of the enterprise in system of mutual relations with buyers on production payment.

Thus, the analysis of financial position of "Health" has shown, that the enterprise is profitable. The analysis of environment has shown, that is necessary to pay attention to the dangers trapping it from the state, competitors and other factors of an environment. In the presence of threat such during too time there is a numerous number of the prospects promoting development of the enterprise, and its exit on a world scene. In acknowledgement to this factor the numerous investors, ready to enclose the resources in the enterprise possessing in so considerable potential act. In addition to everything, the positive effect from application of modern technologies of the management is possible, allowing to make absolutely new, both the qualitative goods and services and also to provide qualitative work with the competent personnel, thus saving considerable means and time which can be directed on enterprise development.



2.3 Marketing politicians of the diagnostic centre

DTS "Health" is not the best for consideration of organizational structure of service of marketing as in firm one employee is engaged in marketing. The given employee is responsible for placing of advertising appeals on TV, in newspapers, and as in the Internet.

The given strategy of behavior of a management for certain is unjustified, or underestimation of the concept of marketing as, the marketing service should consist at least of several representatives for more detailed study, the analysis and other marketing researches influences.

From this it is possible to draw a conclusion, that it is necessary for given firm to reorganise, and to create the structure answering by the core, at least to minimal requirements, conditions of a survival of firm in the market, firm advancements, and as a whole works on studying of a marketing policy more truly. After all in the conditions of a rigid competition on this emerging market, namely the market of medical services, underestimation of so significant factor can lead to bankruptcy, or firm absorption.

But other variant, constructions of the elementary structure of service of marketing in the given firm, namely wide experience of the given employee, prosecuting marketing subjects is possible also, backwardness of other medical centers and similar factors which do not force a firm management to create powerful structure of the given direction.

Recently the medicine has got value of the social phenomenon. It has passed from a category of an elite product in a category of the product accessible to the consumer. At the initial stage of the development the medicine was considered as an element of welfare influence. Today it is considered the economic and mass social phenomenon.

Now the medicine is one of most dynamically developing services. Last twenty years mid-annual rates of growth of number of foreign patients in the world have made 5,1 %, currency receipts - 14 %.

On advertising and other marketing actions hundreds, and even thousand dollars leave, after all qualitative advertising guarantees competitiveness of the enterprise.

The market rigidly dictates simple true - advertising and medicine are connected indissolubly. The competition in the market of medical services all becomes stronger, more and more the medical centres and clinics offer the services of target audience. But medical advertising has the specificity which subtleties are known far not for all. Advertising of medical services, medicines, the equipment are rigidly regulated, have variety of ethical restrictions which are necessary for considering. To be engaged in medical advertising, including the Internet - medicine and creation of medical sites, those who knows subtleties not only advertising business, but also medicine have the right only.

Creation of the representation in a network the Internet becomes the important stage of advancement of medical services, medicines and the equipment. Creation of a medical site - one more large marketing channel providing an exit on the large, solvent market, excellent communications with partners and direct contact to consumers.

After start of advertising of Open Company "Health" carries out the analysis of its efficiency, that is the expert in marketing does a telephone survey after the first day of display of a preview trailer or week.

To people set some questions similar to the following:

1. Whether you remember, what saw any advertising of the medical centre?

2. Whether you remember, what saw advertising of the centre of Open Company DTS "Health"?

3. (If yes) That was shown in a preview trailer?

Results of interrogation are analyzed from the point of view of what part of the interrogated population remembers advertising what exactly from a preview trailer was remembered is better and so on. Usually such tests are spent in the beginning of an advertising campaign for an estimation of the preview trailer and force of its influence on the consumer.

A little tests for printed matter storing differently look.

Respondents are divided not three categories:

1. Have noticed. A share of respondents which have noticed advertising when looked through magazine.

2. A share of respondents which have noticed the part of the announcement containing the name of the advertiser and its logo.

Answers to questions of tests of storing ценны because they appear when still rather simply to make changes. Results of tests can be interpreted as good, bad or mediocre, - there has passed advertising or has failed.

Further calculation of the direct response which is expressed in calculation of quantity of calls in "Health" and quantities of the clients who have addressed in the medical centre after an exit of advertising is made. Percentage change of quantity of consumers in direct ratio to effect of advertising. Here comparison of an average of consumers in month or half a year before carrying out of an advertising campaign and is pertinent also after. "Health" traces changes in structure of consumers which can vary under the influence of advertising. These tests are convenient for application and do not demand special efforts and monetary expenses.

"Health" also includes communicative tests in the marketing policy. In a waiting time of the doctor the questionnaires including questions on their age, the income, habits and other questions of type ask to fill visitors of the medical centre:

- Whence you have learnt about "Health"?

- Why you have chosen this medical service?

- Whether you remember, what saw advertising of our organisation?

- What it was pleasant to you or it was not pleasant in our advertising?

- What was remembered in advertising most of all?

Results of tests of communications are not final and demand the further processing and the detailed analysis. These results can be used and for the current advertising company of the diagnostic centre of Open Company "Health" and for the future seasons, for example, if one of questionnaire questions is devoted desires of clients for the future period. For efficiency measurement it is necessary to consider time characteristics.

The basic parametres-measurements prior to the beginning of campaign for advancement, during time and after campaign end. The problem of head ДЦ "Health" is reduced allocating people who will be engaged directly in tracing of a situation and interrogations of patients. The head should distribute these duties between workers in their sorts of activity, for example:

- Doctors - small interrogation of the patients coming on consultation;

- Office the manager, the secretary-interrogation of patients by phone, tracing of frequency of calls, questioning of patients;

- The manager - tracing of changes of patients and their structure,

- Changes of sales volumes by each kind of medical service.

The price - economic concept which means quantity of money for which the buyer is ready to buy, and the seller agrees to sell a commodity unit or services. Before all commercial and noncommercial organisations there is a price quotation problem for the goods and services. Being only one of making marketing means, the price carries out, nevertheless, exclusively important function which consists in reception of a gain from realisation.

Formation of the population in the field of modern medicine very low. Patients are ready to pay, but they should know, for what pay.

In many respects decisions on an establishment of this or that price are defined in the diagnostic centre of Open Company "Health" proceeding from some factors. In one cases these reasons considerably reduce centre freedom in a price establishment, in other cases - do not render appreciable influence on pricing freedom, in the third - considerably expand possibilities for price increase. Hence, the establishment of borders of freedom of the medical centre in an establishment of the prices for offered services should be an end result of the first development cycle of strategy.

To number of the major factors which are necessary for considering by strategy working out, concern:

- A supply and demand parity;

- Level and dynamics of the competing prices;

- State regulation;

- Consumers.

In medicine in the conditions of a high saturation of the market of medical services can, there will be a situation, when the medical centre will be interested in marketing the products under any price, if only to hold positions in the market.

According to sociological interrogations about 60 % of citizens of Russia are not satisfied by quality of health services in hospitals and other state medical institutions, and the increasing number of Russians addresses for the help in the private medical centers and clinics.

However only third interrogated in case of need can afford paid health services. For improvement of quality of health services 23 % interrogated whereas 29 % have agreed in opinion have expressed, that it has worsened, and 48 % have not noticed any changes. According to experts the average Russian family living in a large city, spends for a year for paid medical services and medicines about 13 thousand RUR. We will consider cost on some types of service of the diagnostic centre of Open Company "Health".

Many medical centers aspire to maximize current profit. They make an estimation of demand and costs with reference to different price levels and choose such price which will provide the maximum receipt of current profit and a cash and the maximum compensation of expenses. In all similar cases current financial indicators for the medical centre it is more important long-term.

In sphere of public health services the purpose of maximization of current profit is extended enough in conditions, when:

1) the medical centre offers the unique services which are absent at competitors;

2) demand for those or other kinds of medical services considerably surpasses the offer.

However statement of the purposes of maximization of current profit without probable reaction of the market can negatively affect enterprise activity in the future. We will consider Open Company "Health" main objectives:

1. A leadership gain on indicators of a share of the market. In firm of the purpose of new strategy considered by us are realized at the earliest stages of life cycle of services-novelties. On the basis of exact definition of structure of expenses such prices which allow to work long enough time with sufficient profit pay off, are accessible to consumers and do not cause desire in competitors to be overcome for in the lead position in the market.

2. A leadership gain on indicators of quality of medical services. "Health" puts to itself aim to achieve, that its services were top-quality of all offered on the market. Usually it demands an establishment on it of the high price to cover costs on achievement of high quality.

"Health" aspires to surpass competitors by the maximum increase of qualitative characteristics of the activity. If such increase is considered by patients as quite admissible ДЦ "Health" can leave with success from competitive struggle.

The basic distinctions between advertising and sale stimulation consists in their methods of the reference and value which they add to a product or service.

While advertising is engaged in image creation management of trade channels is engaged in the stimulation conducting to immediate action, it is preferable - sale. On the other hand, they carry out the general problems which consist in increase in quantity of consumers and большем use of medical service by consumers. Support of sales is an offer of additional motive for purchase. The main advantage of support of sales consists in variety and flexibility of methods. More often for advancement of medical service by the centre various discounts are used. ДЦ "Health" offers the following system of discounts:

- Family discounts (7 % the discount if the family consisting of three persons) comes to the medical centre;

- Children's discounts (7 %).

The various printed matter is used ДЦ "Health" for stimulation of sales directly at office. While the client fluctuates in a medical institution choice, in the correct decision will help to result the colorful prospectus depicting all advantages of the given centre. Various calendars, stands, brochures, magazines and catalogues of own edition not only involve the client with the appearance, but also offer more detailed information on a route. Their manufacture is rather inexpensive - depends on quantity of the printed information, cost of a paper, cost of printing means, the salary of designers. The order of such production in specialized firms that is much more favorable at individual copies or small parties is possible.

Following stage management of trade channel ДЦ "Health" is participation in work of various medical exhibitions, fairs. Exhibitions and fairs have huge value from the point of view of search of partners and an establishment of business ties. The given kind of advancement concerns the stimulation of sale directed on intermediaries. A similar sort of an exhibition are annually spent not only in Irkutsk, in St.-Petersburg and Moscow, but also in other cities, both Russian, and international.

The arsenal of tools for public relations is wide and various. First, it is possible to write the press release. For each mass-media the press release is written separately and does not contain a direct appeal to purchase of services of the concrete medical company.

The press conference method is very close to the aforesaid, but is hardly applicable in the field of medicine, especially for small firms, such as "Health", therefore firm carried out such marketing to the policy only once.

"Health" congratulates the constant clients on any holiday by departure of post cards with the logo. This cheap means to be useful and for maintenance of good relations with clients, and for self-advertisement. Also "Health" periodically informs clients by means of such letters on new medical services and reductions of prices.

The medical institution, as well as any other enterprise cannot do without advertising, both the firm, and its services.

In the today's world of a global computerization it is necessary to use modern technological resources. One of such resources is the "Internet". Today the Internet is the easiest way of reception of the information from any point of globe. Now any medical centre cannot do without advertising on the Internet. The prices and the description of medical services, forums about health-all can be found it on sites of various medical campaigns.

The important factor in advertising is the organization corporate style. Firm style-it a set color, graphic, verbal, the design constant elements providing visual and semantic unity of the goods (services), all information proceeding from firm, its internal and external registration.

The diagnostic centre of Open Company "Health" has developed an own corporate style which allows the consumer quickly and unmistakably to find a firm product, allows firm to deduce with smaller expenses for the market the new products and which raises an advertising efficiency. Corporate style elements are (appendix):

- A trade mark;

- A firm font inscription (logo);

- The firm block;

- The firm slogan (slogan);

- Firm color.

So, from the aforesaid it is visible, that "Health" actively advances the services by means of various kinds of advertising. Only separate kinds of advertising have been considered and is noticed, that DTS "Health" uses also other kinds of advertising, such as: audiovisual advertising, handbills, the outdoor advertising, post advertising.



2.4 Carrying out of the SWOT-analysis of the medical centre

The SWOT-analysis (from English strength-force, weaknesses-weaknesses, opportunities - possibilities, threats-threats) is an analysis strong and weaknesses of the company, and also its possibilities and threats.

In practice "Health" the SWOT-analysis is some kind of the companies standardized by "common language". For presentation of the conclusions and for information interchange the SWOT-analysis is used by experts of financial department. Also the SWOT-analysis is traditionally used for a substantiation of changes of a tariff policy. Besides, the SWOT-analysis is used in "Health": for substantiation of new directions of activity and the independent projects especially connected with capital investments and what are not confirmed by the General director of the company within the limits of the annual business plan. Such projects demand the special coordination, under them prepare both separate financial models, and a descriptive part which includes the SWOT-analysis. On the average in a month head ДЦ "Health" should see two-three examples of use of the SWOT-analysis.

"Health" uses the SWOT-analysis in two cases. The first is a formation of the strategic plan for development of the company for the period which can vary from a quarter about one year. The second case is caused by a current situation in the market - measures on strengthening of the positions in the market of services are developed.

To begin with we will choose, that it is necessary to estimate: its investment appeal, appeal of branch, the market, the project, an activity direction, a product and so on.

At first we will fill the standard table of the SWOT-analysis from the point of view of possibility of the further development of the enterprise. We form the factors, concerning a certain zone which are characteristic for business as a whole. Thus strong and weaknesses it is designated in relation to the internal environment of the company, and possibility and threat - to an external environment. To limit work volume, in each zone of the table about ten points were filled.

Results of the spent analysis will be used for preparation of the purposes of the company for a year. For each point the head of working group:

- Directions of use of the possibilities arising from positive external circumstances;

- Variants of parrying of the threats following from negative external circumstances;

- Directions of use of the possibilities arising from positive internal circumstances (business strengths);

- Variants of parrying of the threats following from negative internal circumstances (weaknesses of business).

Further we group the purposes in responsible, initial zones of a SWOT-matrix, to functional signs and so on. The basic grouping accepted in the company, is following:

- Influence on an environment;

- Strategic marketing, perspective researches and workings out;

- Sale and operative marketing;

- A control system;

- The personnel.

Thus, results of carrying out of the SWOT-analysis were two documents: the SWOT-table and decisions of the diagnostic centre the next 2010.

Let's consider the basic components of the SWOT-analysis. Combinations «possibilities - strengths» which are used as reference points of strategic development.

New possibilities in the market for DTS "Health" application of technology of the Internet for a making an appointment with the doctor; strengths - not only presence of the experts who are able not bad in writing to state the thoughts, but also the Internet publishing house providing competent advancement of medical services.

It is obvious, that from the given combination follows: it is necessary to increase potential of DTS "Health" in the field of the remote order of health services. Combinations «possibilities - weaknesses» can be applied to internal transformations.

New possibilities in the market - occurrence enough steady demand for services in individual medicine. Weaknesses "Health" - are not present orientation to kinds of medical services for the provided clients. It is obvious, that from this combination follows: it is necessary urgently to start to increase potential in the field of VIP-service. Combinations «threats - weaknesses» are considered as restriction of strategic development.

New threats in the market for "Health" - strengthening of competitive struggle in a direction of individual medicine therefore the prices in this field of activity are close to a break-even point. Weaknesses of "Health" - number of workers is low enough. It is obvious, that from this combination it is necessary to fix hopelessness of a direction of activity "Health" connected with educational sphere.

«Threats - strengths» the organization uses combinations as potential strategic advantages.

New threats in the market for "Health" - activization of activity of the structures checking activity of the medical organizations. It is obvious, that from this combination follows, - long-term competitive advantage will allow to win "Health" competitors and long enough to keep leadership. We will list the possibilities opening before the diagnostic centre:

- An exit on the new markets or market segments;

- Expansion of an industrial line;

- Vertical integration.

Applying SWOT-analysis model more effectively, than it is made in the resulted list of possibilities, it is possible to receive the best results of the analysis. More correct will be consideration of possibilities which open not only before Open Company "Health", but also before its competitors in the corresponding market where works or is going to work "Health". These possibilities allow to develop the program of corresponding actions - strategy "Health".

Also at the description of the "possibilities" opening before "Health", it is possible to list already ready concrete actions which the given enterprise can carry out. From the point of view of a word meaning "possibility", apparently, that all like is correct, however it leads to that when it is brought into accord strong and weaknesses of the company with "possibilities" presented to it, anything new as a result does not appear.

Thus, переформулируем the list of possibilities that in their market could use simultaneously and competitors:

So, possibilities:

- Presence of the perspective markets by firms or new segments of the market;

- Presence in the market of firms-partners.

In that case variants of the strategic actions received by a combination of forces, and weaknesses of the considered company would be a little bit more and, the main thing, they so would not coincide with the list of "possibilities" literally.

Thus, we will define, that "Health" possesses internal forces to take advantage of external possibilities, and, secondly, we will reveal weaknesses of firm which can complicate the problems connected with external dangers.

If to define lists strong and weaknesses of the diagnostic centre, the bank of dangers and possibilities in the market is formed also, accordingly, it is possible to make enough considerable quantity of variants of strategic actions.

For increase of efficiency of use of such tools as the SWOT-analysis, it is necessary to penetrate more accurately into an essence of offered technological recommendations, trying to comprehend more deeply, that stands up for these recommendations. Giving a tribute to such tool as the SWOT-analysis, it is necessary to mean, that analytical work demands many forces and time therefore these limited resources can not suffice on the main thing without what courageous variants of strategic actions cannot be born.

The opinion of the expert in marketing has been included in an estimation of the future incomes with the greatest weight as it is responsible for concrete directions of development.

The SWOT-analysis was spent within the limits of discussion of strategy by heads of the diagnostic centre. As a result following decisions have been confirmed:

- To begin working out of new medical services to avoid

Competitive risks in the current markets;

- To involve credits under the concept of reforming of the medical centre, namely development of new types of service.



Chapter 3. Recommendations about advancement of services of the medical centre "Health"

3.1 Analysis of use by the enterprise of means of advancement of services

For an estimation of efficiency of actions for advancement of services, we will compare results of dynamics of sales of services with expenses for advancement system.

Efficiency of actions for advancement of services, probably to estimate using an interrogation method in which course it has been revealed.

Thus, results of interrogation have shown, that for 5 % of the services interrogated at use level of medical institution has no value.

Open Company DTS "Health" uses advertising as one of the ways of advancement providing formation of demand by means of informing and belief of consumers. Dynamics of publicity expenses of services is reflected in 2009.

Publicity expenses on the average make 15,6 % from realisation of services that is high parametre. The basic expenses and a saturation publicity it is necessary for the period (May - August), that is connected with the period of the greatest business activity.

So, with the account of "a time log», publicity expenses in January, June, July, August have not led to sales volume increase. Dynamics on the contrary testifies that at increase in publicity expenses in June - July, there was a decrease in volumes of realisation in July - August, hence:

Let's analyse ways of reception of the information consumers about firms and the goods and it is comparable with used medical institution.

Hence, the basic source of the information are acquaintances, the considerable share is made by the outdoor advertising. DTS "Health", achieves the object informings of the potential client.

Thus, strategy of advertising activity is necessary for efficiency of use of the given element of marketing communications, "Health" and planning of the advertising companies.

Thus, from positions of achievement of sales objectives, an advancement system effectiveness probably to characterise as follows:

1. Open Company DTS "Health" effectively enough uses the outdoor advertising;

2. Use of the outdoor advertising on the basis of researches provide reception of the profit certain of stable activity, but do not provide growth;

3. Advertising is used not effectively, a principal cause - absence of the organisation and planning of advertising activity. Advertising does not provide achievement of sales objectives;

4. The direct mail is not used;

Thus, the system of advancement and complex use of its elements is absent, and, as consequence, system formation of demand and the realization stimulation, forming demand and consumer orientation, i.e. carrying out an active role of marketing, it is not effective, as is the basic problem of achievement of the purposes of DTS "Health".

3.2 Offers on advancement of services of the medical centre "Health"

As a result of spent analysis of "Health" it is possible to draw a conclusion that the system of advancement used by the enterprise has lacks. Among lacks it is possible to allocate the cores:

absence of planning of system of advancement of the company;

absence of working out and planning of advertising activity of the company, as most significant element of advancement;

absence of system of an estimation of results of use of elements of a complex of advancement of all system as a whole.

With a view of perfection of system of advancement "Health" it is necessary:

to develop strategy of advancement of the organization;

to carry out planning of advertising activity of the organization.

Let's offer the following approach: working out of strategy of advancement of organization DTS "Health" it is prospective following stages.

Definition of the purposes and advancement problems assumes an estimation of some variables:

1) the consumer, researches have shown, that the basic consumer of services of Open Company DTS "Health" - the population requiring in treatment in diagnostics;

2) service, the enterprise operates in the market during the long period.

Medical services of the organization constantly is exposed to qualitative changes (completions). The purpose of strategy of advancement - increase in a share of the market.

Let's consider following problems:

1. Belief of consumers to choose diagnostic centre "Health" for rendering of medical services. To provide knowledge of consumers of the services offered "Health", and of the organization.

2. Purposefully to influence target group (the population of the city. The purpose - to keep the constant client and to involve new of the given target segment.

The given strategy offers active influence on the potential client, on purpose to stop the choice on services of diagnostic centre "Health". Hence, the advancement structure should be that:

- Basic elements: personal services and advertising;

Auxiliary elements: direct marketing, public relations.

The success of the organization will be in many respects predetermined by efficiency of advertising activity.

Distribution of means between elements of a complex of advancement is expedient for planning in following proportions:

Recommended structure of a complex of marketing communications

Complex element Share, percents

Advertising 70%

Public relations 20%

Direct-marketing 10%

For budget definition it is necessary to use a method of conformity to the purposes and organization problems. Otherwise the marketing purposes of diagnostic centre "Health" to reach it will not be possible. Thus, the chosen strategy of advancement, the basic method offers advertising use as basic way of stimulation of advancement of services "Health".

With a view of an effective utilisation of advertising for realization of problems of advancement, "Health" is necessary to carry out planning of advertising activity of the organization. We offer the following program of an advertising campaign of Open Company DTS "Health".

The program of an advertising campaign of Open Company DTS "Health"

1. The advertising campaign purposes:

- Increase in a sales volume of the basic and additional assortment;

- Increase in a share of the market on formulated target a segment.

2. Problems on realization of the purposes:

- To 01.01.11г. 80 % of the potential market of consumers should be informed about a moustache Open Company DTS "Health" meadows;

- Constantly to remind clients of necessity to use only Open Company DTS "Health" services;

- To convince potential clients of target audience to use Open Company DTS "Health";

- To create an image of the organization of Open Company DTS "Health"

- To provide the maximum knowledge of potential consumers of ways of use and of services of Open Company DTS "Health".

3. Advertising strategy "Health". The purpose: to increase a share of the market at the expense of increase in volume of realization of services of the organization of the company.

The qualitative characteristic of the consumer. The basic consumer segment of the enterprise the population requiring in treatment and in diagnostics.

The advertising - «Diagnostic centre" Health, when the help in pleasure!»

Creative strategy. It is necessary to support quality of services with quality of advertising, that is advertising production should differ brightness, availability, in capacity of a statement of the information. The print advertising «листовочного type» should be placed on a dense paper of a high degree of quality with a glossy surface. Process of creation of preview trailers should be spent with assistance or direct participation of experts in sphere of advertising technologies.

Strategy of placing of advertising.

1. The basic means of distribution represent the following:

-TV;

-Printed matter;

- Newspapers.

2. Auxiliary means:

The-outdoor advertising

The basic means realize projective strategy of advertising. Newspapers - realisation of rational strategy of advertising

4. Distribution of the budget of an advertising campaign.

For the second half of the year 2010 it is planned to allocate 80 000 RUR (expediently to use following approaches: planning of expenses and conformity of expenses to the purposes and problems).

3.3 Use of methods of optimisation in advertising activity

One of optimization methods in advertising activity is use of various channels for mass communications, information transfers and advertising distributions. Information transmission media, or carriers, the TV, radio, newspapers, magazines, cinema, the Internet, the outdoor advertising are. The list of means of media shows, that it is the powerful tool of an advertising campaign. Media channels differ from each other duration of contact, periodicity, in circulations, geography of distribution and popularity, and cost of one advertising message in the concrete media channel depends on a format, colour, a place, the program, time and other factors. But in any case it will be the price not for a picture or a film hank, and for contact to an audience, more precisely, with target group (targetgroup) .

In an advertising campaign some carriers are used, as a rule. It allows to optimize quantity indicators of efficiency of the reference. Estimations of audiences concern efficiency quantity indicators.

Estimations of audiences of the edition

Audience - an estimation of number of readers of the target group reading given release of the given edition.

Rating - the relation of an audience of the edition to the target audience aggregate number, expressed in %.

Conversion is a relation of the sum of ratings in target group to the sum of ratings of control group or in all general totality of readers.

Reach frequency distribution - distribution of achievements on frequency, that is distribution of an audience of the edition on number of the read releases of the edition.

Estimations of an audience of an advertising campaign

GRP - a cumulative rating, that is the sum of ratings of all editions making the given advertising campaign.

Effective reach - effective achievement, that is the coverage of the target group counted with application of weighing on number of read editions.

Cover - coverage or an estimation of number of the general totality, satisfying to selection conditions in target group and reading at least one edition during advertising campaign passage.

Average frequency - average frequency (repeatability), that is an average on an audience of campaign number of the read editions or average possibility to see the advertising message.

Reach frequency distribution - distribution of an audience of an advertising campaign on number of the read editions (disorder).

Affinity - the index of coincidence on reach is a relation of coverage of target group to coverage of control group of the general totality, increased on hundred.

Advertising campaign estimation of cost

CPRP (cost-per-rating-point) - cost of point of a rating:

СPRP=Cost/GPR

Where Cost - cost of one advertising area of the edition or one roller.

CPT (Cost-per-tausend) - cost of 1000 captured recipients (those who has received advertising) in target group (plan-forecast):

CPTCover=Cost/Reach (1000)

CPT Reach - cost of 1000 reached recipients in target group (post-analysis):

CPT Reach=Cost/Reach (1000)

Estimations of audiences and advertising campaign cost allow to pick up an optimum variant of a parity of quantity of editions and publications for target groups.

Other method of optimization of advertising activity at the enterprise is definition of the budget of an advertising campaign. Budget working out promotes the most favourable distribution of resources, and it helps to hold expenses in advance certain frameworks.

The complex budget on the advancement program assumes decision-making on two questions:

- Total of the means allocated for all complex of advancement, including advertising, sale stimulation, PR, personal sales;

- Definition of a share of each element of a complex of marketing communications in the general program of advancement.

Budget size on advancement define in several ways. In practice usually do not rely entirely on any one, and use a combination of several methods:

- In percentage to a sales volume (last period or assumed);

- Taking into account the purposes and problems;

- On the basis of dependence modelling between level of communications and behaviour of the consumer;

- On the basis of costs planning;

- On the basis of expenses of competitors.

Most often use an indicator of a percentage parity of the sum of expenses for advancement to a total cost of sales:

C = (A/On) *100,

Where And - assignments for the general program of advancement, rbl.;

Оп - a total cost of sales, RUR.

Preservation invariable the same indicator assumes, that the optimum parity between the sum of expenses and total cost of sales is found.

After the statement of the given indicator the most important thing - to give the forecast of sale of the goods for forthcoming year. Also the forecast of sales on branch as a whole for this purpose is required.

For coordination in uniform indicators of expenses of competitors, expenses for advancement and a total cost of sales use size of expenses for unit of a share of the market. This indicator is useful at comparison of an advertising efficiency of separate firms. The firm which spends for advertising counting on unit of one share of the market the smaller sum is considered, that, achieves efficiency.

However the support on these indicators can prevent to see dynamics of the market, those changes which occur from year to year in the different markets to different marks. At the approach taking into account the purposes and problems the attention is focused on the purposes which are necessary for reaching at realization of the program of advancement:

- What sales volumes and profit it is necessary to reach;

- What share of the market which should be won;

- What groups and market areas should be processed;

- What should be response of consumers.

Then problems are formulated, that is define strategy and tactics of marketing communications of the enterprise which are capable to lead to achievement of objects in view. And after that deduce an estimated cost of the full program of advancement which becomes a basis for definition of the size of the budget.

Some companies establish the budget on advancement, being guided on expenses of competitors. Thus the basic accent becomes on advertising expenses in mass media, after all advertising in mass-media serves as the basic means of positioning of the company in creation of a target segment of the market.

It is thus important to remember, that budget orientation should correspond to the strategic group of the companies operating in branch if the company aspires to keep the share of the market.

For optimization of advertising activity of DTS "Health" it is necessary to recommend use of various channels of distribution of advertising: except a print advertising in newspapers and the outdoor advertising to use various magazines, the Internet, radio.

For definition of the budget of advertising of medical services for DTS "Health" it is necessary to use a method on the basis of costs planning as deducing of services on the market demands the big initial expenses for advancement. Strong enough push is necessary whenever possible quickly to reach volume of realization of the services, providing profitability. For formation of awareness and prompting to test offered services it is required much more efforts in advertising and advancement sphere, than for maintenance of high level of realization to constants of consumers. Intensive expenses in "advance payment" are called as investment expenses. However they assume, that like capital investments in means of production will bring in the income the next years.

The next years for drawing up of the budget of advertising for Open Company DTS "Health" it is recommended to use the approach uniting a method, a method «percent to realization volume». The certain size - rather invariable indicator «advancement / realization» will be generated and it will be possible to consider, that the optimal parity between the sum of expenses and total cost of sales on which to be guided further at drawing up of the budget of advertising activity is found.

3.4 Offers on perfection of a complex of advancement of services

Perfection of system of advancement of services of the organization is necessary for spending on the basis of realization of the general marketing strategy of the enterprise.

At realization of marketing strategy of increase in a share of the market it will be necessary to define accurately what means of advancement are used.

During research it has been revealed, that problem "Health" in the field of advancement is low efficiency of advertising activity.

With a view of perfection of elements of advancement it makes sense to solve a number of problems in the field of advertising:

1. To define advertising idea and a theme.

2. To use laws of response of the buyer.

3. To define ways of an estimation of an advertising efficiency.

With a view of perfection of advertising of Open Company DTS "Health" it is necessary to use the certain approach to formation of an effective advertising appeal.

First of all, it is important to define a theme of advertising which corresponds to the purposes of the advertising company.

The motivational analysis allows to obtain following data about motives and benefits which can induce the representative of a target consumer segment:

- Quality indicators;

- Consumer properties;

- System of the prices.

The "quality", appearing services can be a belief basis.

Obstacle - weak knowledge of Open Company DTS "Health", what differences in the price, what privileges, discounts can be.

Thus, advertising idea should be:

1. An image of the service, given the maximum quality and service.

The given advertising thematic approach provides:

2. A sheaf: services - target group;

3. Allocated competitive advantage of services (i.e. the competitor cannot give what);

4. Hence, the advertising theme corresponds both the advertising purposes, and the purpose of marketing strategy.

The given approach is proved by use of structure of a unique selling proposition:

The accent becomes on projective advertising, strengthening thereby efficiency of a component. Proceeding from a choice of communication strategy and data about ways of reception of the information: 9 % - TV, 42,4 % - the outdoor advertising, great value has the decision of an advertising theme. It is expedient to use four colors: