MEDICAL

BEYOND MEDICAL GROUP

Established in 2013 , Beyond Medical Group ( BMG ) is a Healthcare Collective of medical specialists and healthcare management professionals who believe in providing quality patientcentric medical care and a seamless healthcare journey . To date , BMG holds a portfolio of 12 doctors and 16 centres in Singapore .

BMG is dedicated to building iconic healthcare brands in Singapore , with its main prerogative being to build clinics from the ground up , putting a large focus on clinic management and ensuring that their clinics remain relevant , profitable , and competitive by providing logistic , organisational , and administrative support so that doctors can focus on clinical work and patient care delivery .

Doctors are given the autonomy to develop their own care paths and treatment protocols . This allows them to carry out their practice according to their beliefs and core values which , in turn , instils more confidence and trustworthiness among their patients . At the same time , this allows doctors to provide the best care possible , on their own terms .

When a doctor starts their own private practice , marketing is crucial . They will no longer be able to rely on a referral network for patients or the hospital . This also translates into BMG ’ s marketing strategy : “ Like any other brand , it ’ s not just about the product . There are intangible aspects that set you apart from the rest — in this case , it ’ s quality patient-centric care and service excellence ”, explains BMG CEO ,

Mabel Tay and Elayne Soh

Elayne Soh .

BMG ’ s in-house marketing team adopted a 360 marketing approach as they recognise the shift in consumer behaviour and the need for healthcare marketing to move from traditional marketing channels to more unconventional methods and touchpoints . This allows the team to create memorable healthcare brands by transforming the process of how healthcare is marketed , maximising conversions in a digital landscape .

This integrated approach involves exploration and diversification beyond traditional marketing channels , like word-of-mouth , doctor referrals , A & E patients , and broadcast media to the inclusion of more unconventional methods that disrupt the sphere of healthcare marketing , such as partnerships with screening centres , international insurers , foreign medical facilitators , and telehealth providers . Ultimately , this adds more dimensions to marketing perspectives and allows the team to create genuinely memorable healthcare brands .

The marketing team provides sustainable and long-term marketing strategies which span various channels such as print , broadcast , and digital media to capitalise on the positive characteristics associated with each platform . With the popularisation of micro-content platforms , finding a balance between micro and macro content to educate and entertain an audience is a significant opportunity to achieve more informed and authentic campaigns .

One such development is an inhouse series on YouTube , “ My Grandma Also Know ”, where doctors discuss issues pertaining to their areas of expertise . Each touchpoint shares a similar goal of instilling trust in the doctors through awareness and patient education .

In this same year , the company was awarded the SME Excellence Awards Achievers in Recognition for Business Excellence , SME500 Singapore Award Winner 2022 , Top Business Service and Quality Award 2022 / 2023 , and the Recognition in Business Excellence and Exceptional Leadership 2022 / 2023 Award .

For more information about Beyond Medical Group , please visit www . beyondmedical . com . sg .

GlobalHealthAsiaPacific . com ISSUE 5 | 2022

135