HEALTH CARE (HOSPITAL) INDUSTRY

COURSE TITLE: SERVICES MARKETING

PRISTINE HOSPITALS

Presented By:
HAVINAL.M.N VARUN GOWDA.N PRADEEP .D RAVICHANDRA.M MANJUNATH.G SANJU.C.DUTT

CONTENTS
2

Introduction Factors attracting corporates to health sector Service marketing triangle Classification of hospitals Unique characteristics 7 Ps Segmentation Pristine Hospitals

Future of Industry
Suggestion & Conclusion Bibliography

INTRODUCTION
3

Healthcare industry is a wide and intensive form of

services which are related to well being of human beings. Health care is the social sector and it is provided at State level with the help of Central Government. Health care industry covers hospitals, health insurances, medical software, health equipments and pharmacy in it.

FACTORS ATTRACTING CORPORATES TO HEALTH SECTOR

4

Recognition as an

industry Socio-Economic Changes Brand Development Extension to Related Business Opening of the Insurance Sector

SERVICE TRIANGLE
5

COMPANY

PROVIDER

CUSTOMER

CLASSIFICATION OF HOSPITALS
6

UNIQUE CHARACTERISTICS
7

Intangibility

Variability

Association Physical representation Documentation

Training to doctors Training to external customers Training of internal employees

Inseparability

Perishability

Peak time Essential Services

Innovational services
Video Conferencing

7 Ps
8

Product Place Promotion Price People

Process
Physical evidence

PRODUCT
9

Both intangible and

Quality Level Accessories Packaging (Bundling)

tangible, seeking to satisfy the new wants and demands of the consumer. Service products of the hospitals normally have the following features.

like offering full health checkup. Product line Brand name

PLACE
10

Under hospital

marketing, distribution of Medicare services plays a crucial role.

Location of the hospital,

Instrumentality etc. Ex. Sai baba hospital in Whitefield, Bangaluru.

PROMOTION
11

Word-of-mouth plays an

Hoardings and wall

very important role in promotion of hospitals. Either advertisement or PR or sometimes both. Print media like Newspapers, Magazines Journals and Periodicals.

writings near the markets and recreation centers. CSR activities to create awareness among the people. Ex. Aids awareness camp, Blood donation camps etc.

PRICE
12

Absolute total charge

increase Corridors for individual item codes Competitive price limits Reasonable return on investment (ROI)

PEOPLE
13

Internal customers of

the hospitals which includes doctors, nurses, supporting staff etc. Patients

PROCESS
14

Different tasks that are

performed by the hospital. Communication within the setup. Experts and specialists of different disciplines Quick and healthy service under all situations from the staff.

Result

PHYSICAL EVIDENCE
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Physical evidence can be

in the form of smart buildings, logos, mascots etc. Proper diagnosis and cure of the problem. Diagnostic equipments used in the hospitals.

SEGMENTATION
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Need for segmentation: In a nutshell, hospital organizations need to undertake segmentation in order to simplify their task of creating and stimulating demand. In this way they can identify the potential customers, transform them into actual customers and further into habitual customers.

SEGMENTATION Cont
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Non-users: They lack the willingness, desire and

ability (income & leisure time). Potential Users: They have the willingness but the marketing resources have not been used optimally to influence their impulse. Actual Users: They are already using the services generated by the hospital Occasional Users: They have not formed the habit of visiting hospitals Habitual Users: They have formed a habit and avail of the services regularly.

MARKETING IN HOSPITALS
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Marketing in Hospitals

Marketing is unethical was the frequent refrain in the eighties, when very few hospitals realized that it was necessary to incorporate marketing as an integral function in the hospital operations.

MARKETING ACTIVITIES
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Many hospitals have eminent personalities from the

industry in their Board of trustees. Private hospitals can attract their shareholders by offering discounts. Hospitals have long-term understanding with PPOs (Preferred Provider Organization), which further have understanding with corporates. Some hospitals by means of their past track record have created a niche market for themselves. Hospitals can also promote medical colleges

PRISTINE HOSPITAL
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Started in July 2005 Multispecialty facilities To target only high end

patients With international standards With well-known visiting doctors Specially to serve corporates in Bangalore.

PRISTINE HOSPITAL
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Pristine claims to maintain the best of medical

standards with a record of over 200,000 treated patients, 3,15,000 preventive health checks done, 98.5 percent success rate in 600 neuro surgeries, etc. Helping the company maintain a balance between the corporate culture and rigorous medical excellence is recognition of IT as intrinsic to every process, whether it is day-to-day running of hospitals, education or telemedicine.

FUTURE OF INDUSTRY
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World-wide it is slated to be a $ 6 trillion market in

2007. Growth Rate of 8 - 10 % per annum in India. Increasing salary and living standards of people. Corporate hospitals growth is rapid. India presently attracting patients from all over the world. Cheaper price and higher success percentage, specially in Heart related as well as kidney transplantation.

SUGGESTIONS
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US research shows that 80% of the revenues form a

patient comes in the first 72 hours post- admission. large percent of revenues come from specialized services like operations and surgeries. Revenues from medicines if they are supplying them in-house. Family Health Plan Services (FHP). Effective Stress Management Program. Food services and laundry etc will become "purchased" services.

SUGGESTIONS
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Starting research institute along with educational

institutes. Trapping the unoccupied market. Deviating towards Ayurveda treatments like massaging. Entering into beauty treatments, body slimming and weight management etc.

CONCLUSION
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Since we say Health is wealth in all circumstances.

Hospitals and doctors are the predominant

contributors towards taking care of health.

The service given by these institutes will be the

highest value in the mind of the people.

BIBLIOGRAPHY
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Services Marketing (6th Edition) (Prentice-Hall

Series in Marketing) by Christopher Lovelock and Jochen Wirtz (Hardcover - Oct 7, 2006)
Services Marketing: Concepts, Strategies, & Cases by

K. Douglas Hoffman and John E.G. Bateson (Hardcover - Dec 16, 2005)
http://www.apollohospitals.com/

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