Paolo doubles marketing budget
Paolo Memorial Group is doubling its marketing budget this year to increase activity frequency to retain office workers, its key customer base, amid intense competition among private hospitals in Bangkok.
“We earmarked Bt40 million for marketing and promotion activities throughout this year at Paolo Memorial Hospital Phaholyothin, which is the group’s parent hospital,” Bubpha Poothong, director of business |and service development, said |yesterday.
The group aims to raise awareness of Paolo Memorial Hospital’s brand among its customers aged 25-45, who represent 70-80 per cent of its patients.
The hospital has used Bt1 billion to develop a healthcare application called “The Paolo App” for smart phones. It has eight functions, of which three are highlights – body mass indicator calculator, SOS service and medical reminder. Other functions will provide information and updates on promotions from the hospital in four languages – Thai, English, Burmese and Khmer.
About 30,000 downloads from this app are expected this year.
The hospital is also focusing on creating customer engagement via social media. It expects 21,500 “likes” on its Facebook fanpage, up from 9,400 now.
Although the government raised the minimum daily wage to Bt300 in seven pilot provinces including Bangkok early this month, consumer purchasing power remains unchanged as some companies have already upped the prices of their products and services to cover the bulge in operating costs.
Competition among private hospitals remains tough as they face the same situation as other businesses, Bubpha said, but it is quite difficult to pass on higher costs to their patients by raising charges. All players will focus instead on promotions and special offers to attract patients.
Paolo Memorial Group expects to enjoy a 12-per-cent ramp-up in its customers this year, she said.
