Case - ‘Promotion of Doctor’s Doctor (Pathology Lab) in Nagpur City’
Ajay Gidwani
Pathologist, Promotional techniques, Right Target Market
[“Pathologists are the hidden heroes on the frontline of healthcare”. Though most of the pathological test are being performed in labs, but more than 70% of medical decisions are relying on those tests, we can easily say, a hospital couldn’t function without pathology department]. (knowpathology, 2015) [But for the Nagpur city, which is considered as medical hub, a survey revealed that out of more than 600 pathology labs, 350 of them are unauthorized ones. Surprisingly health department of NMC’s list has names of just 200 registered path labs in the city. It further revealed that there are four categories in pathology labs. First, unorganized labs, second the labs run by technicians only, third where pathologists are not present and only the fourth once run by qualified pathologists having PG degree and MCI registration. Unfortunately, the problem is patients are not aware of this scenario]. (Times of Inida, 2019) Out of these registered labs, many of them are corporate brands or their franchise having pan India presence, very few of them are private brands running their own pathology centres. The case highlights the different problems being faced and also the solution in form of different promotional techniques to be implemented to right target market & also development of trusts towards Doctors by these private brands to be successful in this competitive era.
Article Details
Unique Paper ID: 148445

Publication Volume & Issue: Volume 6, Issue 1

Page(s): 1031 - 1033
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