healthcare industry Archives

Healthcare Marketing in a Post-COVID Environment with Mandy Phang

When we look back to the early 2020s we have a clearer picture of what we are currently lacking. . We’ll be able to see how industries are impacted by the pandemic and its subsequent socio-economic consequences.

One of the industries we’ll look at very closely is the healthcare sector. For obvious reasons healthcare is one of those industries, driven to evolve to tackle the global crisis.

Joining us in this issue is Mandy Phang, Group Head of Marketing and Communications at Ramsay Sime Darby Health Care. She shares with us her hands-on experience and real-world situations from her very rich and diverse career and offers insights and advice for young, upcoming marketers.

Hi, Mandy, thank you for joining us in our Marketing Expert Series. Let’s kick off with some basics, can you tell us a bit about yourself? How did you get to where you are now?

My name is Mandy. I was born and raised in Kuala Lumpur, truly a city marketer and not a fan of nature. Advertising and marketing are my passion and that explain my career journey of 23 years working in various marketing roles across different industries, crossing from advertising agency to automotive, property development and healthcare.

It is always fun and exciting to apply marketing ideas and strategies in a different industry.

You’re the Group Head of Marketing and Communications at Ramsay Sime Darby Health Care. What does Ramsay Sime Darby Health Care do exactly?

Ramsay Sime Darby Health Care (RSDH) is equally owned by Sime Darby Berhad and Ramsay Health Care. RSDH’s portfolio in Malaysia comprises Subang Jaya Medical Centre, Ara Damansara Medical Centre, ParkCity Medical Centre and Bukit Tinggi Medical Centre.

It also operates three hospitals in Indonesia, namely RS Premier Bintaro, RS Premier Jatinegara and RS Premier Surabaya. RSDH is steadfast in providing the highest quality patient care, committed to the tagline “People caring for people”. With cutting-edge technology, state-of-the-art facilities and experienced consultants across a wide array of specialities, RSDH’s experienced healthcare team is committed to the highest quality patient care, clinical outcomes, staff and specialist well-being and stakeholder interest.

And what does your role entail? Is there a part you enjoy most?

My role in RSDH covers all aspects of corporate branding & communications, performance marketing, PR, digital marketing, contact centre and crisis management. This year, I have also been appointed as the Asia lead on corporate sustainability for RSDH.

What I enjoy most in my current role is the experience of witnessing and participating in the fast transformation of healthcare marketing pre and post-pandemic and driving the acceleration of digital marketing in the business.

I joined the healthcare industry in October 2019 right before the COVID-19 pandemic put the world went into lockdown mode in March 2020 and it lasted for more than 3-years. During the period, there were many priceless learning experiences on crisis management in the realm of healthcare where many unprecedented issues had to be managed well and timely on a weekly basis. Having the opportunity to learn and be part of the healthcare support system at a time when health services were needed the most is definitely the biggest spotlight in my career history.

What about your achievements – is there something that sticks out? A ‘most memorable’ achievement or proudest moment in your career so far?

Throughout my career journey, I always aimed to create new milestones and bring unique value to the company I worked for. I am always game to try new things and challenge the status quo where I go. There were several memorable achievements that made me proud (whenever I tell the story to my team and my son including 😊)

In UMWT (Head of Branding and CRM for Toyota & Lexus)
Spearheaded the e-CRM project “My Owner’s portal” which was successfully launched as the first mover in the automotive industry. It sets the benchmark in digitalising customer experience bringing conventional car ownership management to the web. Hosted several unconventional and unique car launches event such as a car catwalk show on stage (showcasing the beauty of car design and manoeuvrability), cars stunt shows and parades on the Sepang F1 circuit track and more
In Sunsuria (Marketing Director)
Organised the inaugural marathon and cycling event from ground zero at the bare land of new township development and attracted over 3,000 participants in joining the event.
Skyrocketed Sunsuria brand awareness from a new boutique developer level to one of the Top 15 developers in The Edge Property Excellence ranking positions.
In RSDH (Group Head, Marketing and Communications)
Restructured the entire Group Marketing roles and team within 6 months of joining healthcare and formalised setup of marketing supports including the transformation of manual-based support and clarity of roles between business units (hospital) and group office. Developed mid-to-long-term sustainability strategy with strong support and buy-in from RSDH Board members.

The last few years must have been a rollercoaster ride for you and your team. How did COVID-19 affect your strategies?

The COVID-19 pandemic has, without a doubt, affected the healthcare market, both directly and indirectly.

When I first joined RSDH, my priority was to look into a long overdue rebranding strategy alignment project between RSDH (parent brand) and our business units (hospital brands). However, when COVID-19 hit us we were forced to pause and even stop certain plans.

Our strategies immediately switched focus to ensure clear and fast corporate communications to all our stakeholders including our patients, senior leaders, business partners and our people.

A big part of our daily focus is on communication, communication, communication. During a time of crisis, nothing is more important than clear communication. Disseminating regular messages to our people and giving constant assurance and recognition for their sacrifices and hard work in battling the COVID-19 pandemic is a very powerful supporting force to the frontliners.

What sort of other lasting impacts do you believe the pandemic’s forced acceleration of digital transformation has had on your industry in general?

Healthcare technology existed long before COVID-19, predominantly in medical devices technology, integrated EMR and IT systems, cloud and to a certain extent artificial intelligence (AI) in some parts of the world.

For me, one of the most apparent changes from the pandemic is the shift in the stakeholder’s mindset and eagerness towards digitalisation and innovation within the entire healthcare industry particularly in the aspect of the patient journey experience.

The trend and inclination towards social media marketing is also something that will have a lasting impact post-pandemic as it now becomes a very critical aspect of the consumer decision-making process. Furthermore, the growth of social media platforms has transformed the dynamics of the electronic marketplace by creating social networks of consumers, opinion leaders, and field experts such as KOLs, social influencers, user-generated content (UGC) and more. Basically, everybody has a voice in any products and services on the world wide web and social media.

Do you think that this impact has permanently changed how you and your team go about your work? Where do you see your strategies going in the next few years?

Yes. The impact has definitely changed the dynamics and work habits nowadays. Many organisation stresses even more on performance delivery than before. New processes and policies are being reviewed and updated to ensure better business continuity measures are in place. Less paper printing and higher dependency on innovative solutions and digital platforms are basic tools required for people. Work-life balance is also crucial to ensure sanity (mental health) and productive working stamina applies to all ages of colleagues.

In the next few years, there will be a few key areas of focus in our strategies that are:

customer / patient first philosophy (setting new benchmark experience)
planet first (increase commitment to ESG agenda and ambitions)
strategic partnership and co-branding initiatives

Do you have any advice for young marketers?

Learn to write. Many new marketers can’t write very well nowadays. It is imperative to know good business writing. It is a skill both in high demand and short supply nowadays. Learn how to express yourself in writing precisely, intelligently, and in brief. Good writing will take you places, no matter what your role.

Explore, learn and explore. Too much of anything can become boring, so make sure you’re exploring different areas of marketing to find the area you love in your job. Be humble, dare to speak up and be willing to learn new things. There is no loss but only gain in lifelong knowledge and experience.

Marketing is about both math and creativity. It is not just about some crazy campaigns, but all ideas need to make money sense (=ROI).

It’s been great to learn more about you and your work, Mandy, thank you for sharing your insights with us. How can people connect with you if they’d like to know more about you or Ramsay Sime Darby Health Care?

Connect with me on LinkedIn.

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Marketing Expert Series

Medical Marketing during the Pandemic with Michael Teh

If you thought you had it rough these last few years with a global pandemic on, try being smack in the middle of all of it. In this issue of the Marketing Expert Series we talk challenges and outlooks with Michael Teh, Head of Marketing at the Kensingston Green Specialist Centre.

A medical centre focused on the care of expectant mothers and children, you can imagine just how busy their lives have been over the last two years. In this interview, Michael gives us a glimpse at the challenges that he and his team have faced at the KGSC and just how their perseverance has paid off.

Welcome, Michael! Excited for you to join us on this issue of the Marketing Expert Series. Let’s start with something easy. Tell us a bit about yourself! How did you get to where you are today?

Hi, it’s good to be here, thank you for the opportunity.

Actually, I was headhunted for this position. I was a layman working in property development for Sales & Marketing for 14 years when, rather unexpectedly, I made a switch to the medical industry during the COVID-19 pandemic. People had been telling me that healthcare is recession-proof, and I listened. The switch wasn’t just from one industry to another, I went from technical to clinical; it was totally different from what I have been doing in the past. This is one of the things I find most exciting and challenging having made the change.

COVID-19 changed my life. The pandemic made me rethink my priorities and I realised I wanted to make a change. At the time, I was thinking to survive in a recession-proof industry, hopefully lasting me for the next two decades and leading me to retirement. I was extremely grateful to my former bosses and managers, all of whom helped prepare me, learning while growing with the company.

Currently, you are the Head of Marketing at Kensington Green Specialist Centre. Please tell us about the work that the Kensington Centre does and your role there.

Kensington Green Specialist Centre (KGSC) is a multi-disciplinary private hospital that focuses on O&G (Obstetrician & Gynecology), IVF (In-Vitro Fertilization), and paediatrics.

As Marketing Head, my role is perpetually challenging, at least, I think so. Working together with my team, my charge is to make things happen in accordance with what is best for the company.

How has the Kensington Specialist Centre grown its marketing presence in the last two years?

Two years ago, we were still very new in the market, but we still had to field enquiries via social media and be able to share our location, specialities, packages, pricing, consultants, facilities, etc. in what is a highly competitive market.

Along the way, we managed to address all enquiries and challenges. We stuck to our positioning – to serve the community and all the corporations around us.

By the time the border is fully open again, we will be ready to go regional market.

What has it been like to work in the medical industry as Head of Marketing during the global pandemic?

It’s been a challenge every day. Over the course of the last two years, I’ve met so many doctors, specialists, consultants, business chambers leaders, business owners, politicians, competitors…

We’re all in it together, but it’s not easy. We strive to deliver our best, all while leading the team, meeting our KPIs, planning for online and offline marketing campaigns. As Head of Marketing, my goal is always to make sure that everybody on my team is being nurtured and educated on how best to put in extra efforts to overcome all the many challenges that we face.

How have you overcome challenges you have faced during the last two years?

Coming up with new ideas to overcome the challenges that spring up is always time-consuming; it’s a tough process. Persuading and getting all senior management to buy into my idea isn’t particularly easy either. Luckily, I have very a supportive senior management staff.

What about for you personally when this pandemic is over, anything excited planned?

After all that we’ve been through, I realize prevention is better than finding a cure, that’s why we roll-out so many screenings package. To be ready and manage what we can, rather than to hope that something like a cure will just happen is more important, and far more practical. “Ever ready” is the keyword. Going regional market is our future direction.

Any advice you’d give to young and aspiring marketers, particularly those with a passion for the medical industry?

I suppose, no shortcuts. The chances to strike the jackpot are very slim. Everyone must be ready or equipped with skills and knowledge to overcome any upcoming outbreaks or changes. Everybody starts from scratch and every picture tells a story. To know and understand the mechanism of the industry makes a lot of difference. Work hard, keen to explore, think extra, will help to elevate. What you know and who you know is very important as well.

Thanks for taking part in this Series, Michael, and for sharing your experiences with us! How can people connect with you if they’d like to know more about you?

Via Linked in linkedin.com/in/michael-teh-99ba4858 or via email at Yeowheng.teh@kgsc.com.my, or micteh88@yahoo.com.

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Marketing Expert Series

Marketing Medical Compliance Training Software with Evan Fehler

The medical industry is a complicated sector, now more so than ever before. It’s an industry many of us have taken for granted for many years, and it comes with many different facets. When we visit a doctor or go to the hospital, most of us don’t even think about the compliance and credentials that the workers in this industry have to obtain before they can go into practice, we drop in to get the remedy for what ails us and then we’re on our way again. The truth is that the world of medical compliance and accreditation is complex, and takes special understanding to navigate.

MedTrainer is a company that delivers educational and credentialing tools to help support the healthcare market, and leading their marketing efforts is Evan Fehler, Senior Director of Marketing. Join us for this issue of the Marketing Expert Series as Evan explains some of the ins and outs of this fascinating industry.

Hello, Evan! I’m very excited to have you join us for this issue of the Marketing Expert Series! Let’s start with the basics, please tell us a bit about who you are and how you got to where you are now.

Hi everyone, thanks for having me.

I got lucky getting into marketing. I was always more of a business owner than a marketer, and a friend of mine helped me get a job on a marketing team in a product owner/GM type of role. My background was leading people and building businesses.

Marketing turned out to be a great fit.

Currently, you’re the Senior Director of Marketing at MedTrainer. Can you tell us about MedTrainer and what it does?

MedTrainer was founded in 2013 to deliver affordable learning, compliance tools, credentialing, and accreditation support to the healthcare market all in one platform. In 2015, we launched the first iteration and quickly became a success primarily through word of mouth.

Today, MedTrainer has over 2,500 customers representing over 15,000 healthcare locations and supports over 300,000 healthcare professionals. We maintain a blend of technology and human-assisted support which has led to something unique in the software industry.

Our goal at Medtrainer is to make healthcare compliance easy. We do this by simplifying 3 core areas: learning, credentialing, and compliance tools. This ranges from training to accreditation, incident reporting, and so much more.

For example, we offer medical eLearning that helps medical and support staff maintain the education requirements placed upon those who work in the industry. As you can imagine, compliance and accreditation requirements can change from time to time, and, as a result, it can be tricky to stay on top of it.

Aside from education, we also help our clients with their credentialing process and maintain their regulatory compliances. To do this, we offer different software based on our platform.

And what does a Senior Director of Marketing role look like at MedTrainer? Are there specific channels or strategies that you use to raise awareness about the work that MedTrainer does?

I oversee the marketing team and strategy development. To me, marketing is simple: the better aligned you are with sales the more likely you are at being successful in supporting them which is our #1 goal.

On the whole, I like to say healthcare is 10 years behind when it comes to marketing and sales strategies; one step ahead of government. My team and I focus on bringing modern marketing tactics to a slow-to-adopt industry.

I imagine that MedTrainer is earning its stripes at the moment, so to speak. How has the global pandemic affected your marketing strategies?

Healthcare has stayed busy but the industry focus hasn’t necessarily been on compliance software. As a whole we want to stay relevant and helpful to the market so when the time comes that they are ready to buy, MedTrainer is who they will go with.

Do you foresee any lasting trends for the industry that you will need to navigate as a digital marketer in the future?

Marketing used to be a game of ‘how do you catch people that were ready to buy’. That’s table stakes now. Nowadays, marketing has become a game of ‘how do you build your brand’. In today’s game, it’s important to have brand recognition and make what you do clear so that when your audience is ready to buy you’ve already won the race.

Before you joined MedTrainer, you were Director of Digital Marketing at SmartRecruiters, a company aimed at helping companies recruit the best talent – it’s a very different industry from what you are in now. Was it a tricky transition?

SmartRecruiters was very enterprise-focused whereas MedTrainer is very SMB/MM focused and we are beginning the transition to the enterprise. The strategies, operations, and daily activities are very different between the two. Fortunately, before SmartRecruiters, I came from Nextiva which was SMB/MM focused as well, which helped this transition immensely.

You also do some digital marketing consulting. It’s something we’re seeing more and more, with many digital marketers opting to share their knowledge outside their primary company – from your own experience, why do you think that this is the case?

As I mentioned before, catching people in the market for your software is table stakes – the minimum – and yet there are a lot of companies who don’t have the skillset to set that up. There’s a big opportunity for all demand marketers to take advantage of consulting opportunities, and I highly recommend it.

Any advice you’d give to young and aspiring marketers or entrepreneurs?

Get closer with the sales teams. Be a business owner. Be a learner, steal everyone else’s best ideas.

The secret to getting promoted is driving results and having clear career development conversations with your boss. State your goal and ask what it will take to get there. This is the part that most people miss. After that, it’s just about delivering results.

Thanks for taking part in this Series, Evan, and for sharing your experiences with us! How can people connect with you if they’d like to know more about you?

Thank you! You can connect with me on LinkedIn.

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