NITIN NAIR

MATHEW JACOB
CONTENTS
INTRODUCTION
SERVICE QUALITY GAPS MODEL ANALYSIS
MARKETING MIX OF VASUDEVA VILASAM
SERVICE QUALITY DIMENSIONS
SERVICE BLUEPRINT
RELATIONSHIP MARKETING
USE OF SOCIAL MEDIA
Ayurveda in Kerala
Ayurveda, the science of life and longevity is the oldest health care system in the world. It has
been originated in India about 5000 years ago which has since then stood for physical, mental and
spiritual growth of humanity. Kerala possesses an unbroken tradition of Ayurveda that has
surpassed many foreign and native invasions. For hundreds of years the Ayurveda Vaidya
(traditional practitioners of Ayurveda) were the only people who had access of ayurvedic tradition.
The legendary eight families of Vaidyas known as Ashta Vaidyas and their successors treated
the people of Kerala for centuries.
Kerala The mesmerizing land located in the south of India enjoys geographical features that are
unique and rich. This state is also the only place in India which practices Ayurveda in its purest
form. Ayurveda is the traditional Indian system of medicine that has brought true health, happiness
and wellbeing to millions of individuals throughout the ages. This ancient art of healing has been
in practice for over 5000 years, and was also the mainstream medicine in the ancient times. Derived
from its ancient Sanskrit roots ayus (life) and ved (knowledge) and offering a rich,
comprehensive outlook to a healthy life, it is the only medical science in this universe which is
useful even when one is not ill. Ayurveda is a complete science of health that is being applicable
in all stages of life starting from birth, neonates, infants, childhood, youth, old age and even life
before and after death. For many people, the image of Ayurveda is limited to the use of herbal or
home/kitchen remedies and a traditional way of treatment. But in reality, Ayurveda is a much
serious medical science, which strongly emphasizes on the diagnosis, examination, analysis of the
disease, diet, medicinal properties, dose, frequency of the medicine and the medium with which it
should be consumed. Ayurveda also has a comprehensive system of massages and body treatments
that gives relief from a wide range of illnesses, from migraine and sinus to arthritis and paralysis;
that detoxify and cleans the body through controlled emesis, purgation, making the individual
sweat; and that makes the body receptive to further treatment. These therapies are more effective
in Kerala due to the almost year around humid climate of the state.
Vasudeva Vilasam
Established in 1884 by Vaidya N. Vasudevan Unni, the Former Palace Physician to Sree. Moolam
Thirunal Maharaja of Travancore. Shri. N. Subramanian Unni, the son of Vaidya N. Vasudevan
Unnis brother led the Vaidyasala into a prestigious ayurvedic organization after obtaining training
from the Founder and under the patronage of Dhanwantharidas Cheerattamon Moose of Olessa
who was among the Ashta Vaidyas. The present Vasudeva Vilasam was found by Dr. N Vasudevan
Unni in 1971 overlooking the Padmatheertham Lake.
It has now turned into an Ayurvedic hospital. The hospital has two departments OP (Out-Patient)
and IP (In-Patient). The consulting time is from 8am - 8pm and the visiting time is from 4pm -
6pm. But the treatment is done only during the periods after sunrise and before sunset. People are
treated for wellness and for illness. There are about 6 wellness treatments done by the VV like
Pizhichil, Abhayangam, Dhara, Kizhi, Pooch and Vasti. The illness treatments are for diseases
related to backbone, sleeplessness, muscular pain, stomach and internal diseases.
The medicines are made from roots of herbs, leaves, bark of trees. There are about 8 types of
medicines which includes Kashayam, Lehyam, Choornam, Capsules, Arishtam, Aseram, etc. to
name a few. They are mainly sought from inland and forest areas.
Service Quality Gap Model Analysis
Consumer Gap:
Among the ayurvedic nursing hospitals of Trivandrum, VV is the best in holding its legacy and
tradition and it is also having a great reputation of being the descendants of the Palace Physician,
Mr. Vasudevan Unni. The admitted patients are having satisfaction with the service excellence and
there are customer follow up done by the VV. Since the expectation about the ayurvedic care is
perceived to be premium priced VV is having difficulty in giving treatment to the lower class of
the society.
Provider Gaps:
Service Performance Gap
Since the capacity is fixed only 40 bed is available and about 70-100 patients do come for
consulting and half of them is IP(In patient) there is a trouble for them to accommodate the
patients. There is no season as the peak season because every day is crowded except for
rainy days and winter season where the patients inflow is 250. Usually the VV caters to
the needs of about 70 - 100 people per day. But in certain days like during the rainy season
or during August - December they have to cater to a maximum of 250 per day. About half
of these would need to be admitted as IP for various treatments. But there is a problem of
fixed capacity of only 40 beds. Another problem that affects them is the lack of availability
of herbs needed for making production.
Service Design and Standards Gap
They are careful not to lose their reputation of being the best in ayurvedic treatment. They
make all the medicines in-house. So they make sure that their product is made with utmost
quality and care. They also do a quality check of the raw materials used for making
medicines.
Marketing Mix of Vasudeva Vilasam
Product
VV is providing Health care services to different classes of people. Prominently known for
Rejuvenation therapy and post pregnancy treatments along with treatments for other major
ailments. It is a 40-bed hospital and has been treating patients over 130 years thanks to its legacy
and reputation of providing services to the then Maharaja of Travancore. Their main target
audiences are low end and middle class people
Price
The consultation is free of cost but the treatment is for a price which varies from Rs. 750 - Rs.
1500. The room is also having a rent which varies from Rs. 500. For a treatment of one week the
total costs would amount to Rs. 50000 and it increases according to the seriousness of the disease.
Place
Vasudeva Vilasam is a 40-bedded hospital. It is located at East Fort, Trivandrum facing the famous
Padmanabha Swamy Temple in the heart of the city. It is a 4 storied building. The hospital is
situated overlooking the famous Padmatheertham Lake in East Fort which is a hub for the famous
Chala market and the famous temple so they can attract all the classes of people in the society.
Promotions
They also use social media for promotion they have LinkedIn, Facebook, Twitter and
YouTube. They are very active on Facebook and they are constantly updating their page with
medical checkups, their successful surgery stories etc. They have tie ups with the nearby small
hospitals as well as with some of the resorts. They also puts up stalls in exhibition for which they
have received an award for the second best stall in the KSSIA Exhibition. They also have print
advertisement in local newspapers.
People
The nursing home has about 75 staff of which there are doctors, 20 therapists. The target customers
are low and middle income strata of the society. The doctors receives about Rs. 25000 and the
therapists receives about Rs. 12000-15000 per month as salary. They also have high-end customers
like TV actors, Politicians etc. Since the cost of treatment is not affordable for the lower income
group there has been decrease in people coming from that group recently.
Physical Evidence
The main thing that attracts your attention is the dispensary unit. One can see the medicines stacked
in the shelves and 2 or three persons. The dispensary unit is road facing and not inside the building
so that the passersby can purchase the required medicine without entering the building and
disturbing patients at the reception. There is also a sign board which states the doctors who are
present in the hospital. There are both male and female therapists in V. V. The dress code is sari
for the women and for men it is grey pants and shirt. The location is very close to the Padmanabha
swamy temple.
Process
The process starts when the patient gets himself registered with the registration counter. Then he
is led to the respective doctors cabin where he is diagnosed and the patient has to give the
prescription to the reception counter where the patients medicines particularly the oil to be used
is given to the IP nurses station and also sent to the IP Store. The IP nursing station then intimates
the therapists who is waiting for their call collect the required oil from the IP store and goes for
the treatment.
Service Quality Dimensions
Tangibles Old building and the Sign board shows the long existence of the
nursing home
Reliability Does quality check on its products.
Ensures no taste difference in medicines.
Responsiveness Prompt service
Eager to clarify doubts of patients.
Assurance Instill confidence to patients
Skilled therapists
Empathy Patient-Convenient Treatment schedule
Doctors willing to heed to the patients needs
Follow-up on the patient
Service Guarantee
When the patient consult with the doctor the patient can request the doctor to have his treatment
made convenient according to the patients timings. The doctor would then prescribe when to have
his treatment done. For VV the customer is the main focus of concern and so they are ready to
adjust according to their wishes.
Service Blueprint
TANGIBLE RECEPTION DOCTORS
CABIN
WAITING
ROO M
THERAPY
ROOM
ROOM/CABIN FOOD DISPENSARY RECEPTION
CLIENT
ACTIONS
ARRIVE&
REGISTER
DIAGNOSE WAIT UNDERGO
THERAPY
SLEEP EAT BUY EXIT
VISIBLE REG
PROCESS
DOCTOR FOOD MEDICINES
INVISIBLE CALL
THERAPIST
TAKE
ORDER
SUPPORT
SYSTEMS
REG SYSTEM NURSING
STATION
REG SYSTEM
Service Marketing Triangle
External Marketing Setting the Promise"
Pricing of ayurvedic services is high and it is becoming unaffordable by the local people. So they
are trying their best to introduce packages which is affordable to the common. Promotional
activities includes setting up stalls in exhibitions. The hospital consider their clients as a marketer
or promoter of their brand since through better services Vasudeva Vilasam induces customers to
promote that hospital by word of mouth. Apart from pricing the team of well qualified doctors
and behavioral hospital staff periodically checks the condition of the patient. Once the awareness
of hospital spreads to the potential customers, automatically the footfall is increased.
Internal Marketing "Enabling the Promise"
Hospital have to enable their promise of catering to the needs of the patient by hiring a renowned
doctor and they can promote their hospital by his goodwill. VV also hires experienced doctors for
their hospital. In addition, Vasudeva Vilasam trains the staff regularly so that they would excel in
their field, especially therapists.
Interactive Marketing Delivering the promise
This refers to the decisive moment of interaction between the employees and customers. This step
is of utmost importance, because if the therapist falters at this level, all prior efforts made towards
establishing a relationship with the customer would be wasted and it creates negative image of the
hospital. VV hasnt had any negative branding due to lack of promised service.
Relationship Marketing
The management feels that the best way to attract patients is only creating good relationship with
them. VV finds this is a good way to interact and improve patient-doctor relationship. The way the
name of the VV has for being the predecessors of the Palace Physician is a boon for them as most
of the older generation of the city is familiar with.
They also have started a new department known as PNT (Post Natal Treatment) which gives the
treatment for those women who have delivered their infant. For this they train the staff and give
services based on Ayurvedic medicines. This has been copied by other Ayurvedic nursing homes.
After the patient has received his treatment there is a follow up by the VV to ensure that the patient
is following the instructions. If the patient is not recovering due to non-reaction of medicine then
he would be compulsorily admitted for a detailed checkup.
Use of Social Media
As per the website of Vasudeva Vilasam, they are in to the following social Medias:
a. Facebook
b. LinkedIn
c. YouTube
d. Twitter
e. Flickr
f. Blogger
The Facebook page created is having about 5000 likes and they are frequently updating it. They
also have an online retail store www.vvmart.com through which one can buy its products. This
means that, they are trying to focus on online sales also. But their main stake is still through the
dispensary counter.