By JayKumar Shukla(50) Mayank Nandwani(51) Rahul Chauhan(52) Rahul Dharna(53)

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AHEL

incorporated as a Public Limited Company in the year 1979 Promoted by Dr. Prathap C Reddy has over 8500 beds across 50 hospitals in India, Asia and Africa It is the leading private sector healthcare provider in Asia Turnover for the last 4 years has improved from US $ 13.22 mn. to US 3/29/12

Apollo hospitals

World class infrastructure and facilities. Hired top quality medical personnel which is the key of Apollos reputation and service. Apollo took every opportunity to publicize the accomplishments of its Doctors Effective application of the latest medical technology
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International Affiliation and

Initiatives Taken By Apollo

SAHI - Society to Aid the Hearing Impaired Telemedicine DISHA - Distance Healthcare Advancement Project Disaster Relief Programs SACH - Save a Child's Heart Reach
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Its Major competitors

AIIMS Fortis Hospitals Max Hospital Metro Hospitals Medanta Medicity

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Marketing Strategies of Apollo Hospitals

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1 . Health checkup plans for one n all

Apollo Executive Health Checkup Apollo Heart Checkup Apollo Whole Body Checkup
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Apollo Well Woman Checkup

2. International Prospects

Medical tourism more than one million international medical patients per year Medical tour with Pick up and accommodation facilities Has centers of excellence in Bangladesh, Ghana, Nepal, Nigeria, Dubai, Qatar, Kuwait, etc. 3/29/12

3.Apollo Health and Lifestyle Ltd. (AHLL)

Building on the success of its hospitals, the Apollo group decided to enter the primary care market. Two thirds of health care expenditures occur outside hospitals, that is a very large share of the cake. In an unusual step for the health care 3/29/12 industry, Apollo chose a franchising

4.Tie up with Local Doctors

Apart from expending its own coverage area its also focusing on the local doctors operating in a particular area.

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5.Pharmacy Network

43% of revenue of Apollo group came from the Pharmacy Division. Initially, Apollo had added pharmacies to its own hospitals to benefit Apollo patients. By 2005, however, the group operated the largest pharmacy network in India with 189 outlets. 70% of these were standalone pharmacies that were not connected to an Apollo hospital.
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6.International Consulting & Projects

Transition management Operations management In 2004, international assignments accounted for 33% of consulting revenues, a figure that was expected to rise to 50% in the next few years.

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7.Apollo Munich health insurance (lets Uncomplicate)

Apollo Hospitals Group has joined hands with Munich Health, a world leader in the field of health insurance.

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Apollo faced criticism that its services were not for the masses, Apollo reacted by expanding its services to the poor class, Has set aside free beds for the poor.

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Marketing Mix of Apollo Hospital

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1.Medical services

PRODUCT

Audiology and speech therapy Cardiology and cardiothoracic surgery Dental care and implantology Dermatology Emergency and trauma care Ear, nose and throat 5) Diagnostic and therapeutic services Gastroenterology Histopathology and cytology Intensive-care Biochemistry Internal medicine Blood bank Knee surgery Hyperbaric oxygen therapy Neurosciences Microbiology Obstetetics Transplant immunology Oncology Click to edit Master subtitle style Plastic and cosmetic surgery 6) Category of rooms. Orthopaedics Paediatrics and neonatology 7) Day care surgery Transplant nephrology 2) CBCC(comprehensive blood and cancer 8) Telemedicine centre) 9) Apollo pharmacy 24*7 3) Apollo health check

4) Apollo special clinics Breast clinic Diet clinic Knee clinic Liver clinic Pain management clinic Sugar clinic

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Specialization Coronary Angiography & Angioplasty Open Heart Surgery Stem Cell Transplantation Knee Replacement KidneyTransplantation Cosmetic Surgery Paediatric Cardiology Radiation & Surgical Oncology Other services:Hospitals Consultancy Information Technology including internet based technology Telemedicine Education and Training Virtual Medical University Home Healthcare Pharmacy Retailing. 3/29/12

Services

Provided first Insurance facility1986 in collaboration with United India insurance company.

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Branding of Apollo Hospitals

Brand is a promise. Total Quality Management.

Brand Mantra: Not just confines to curative care, but let people know how not to fall prey to illness. Uniqueness: Trust of patients and providing comprehensive healthcare. A Super brand
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PLA CE
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Marketing Mix: Place strategies

First in 1983 Chennai by Giani Zail Singh(President of India) Telemedicine technology- For Rural in1999 Digital nervous system- For Masses Asian expansion plan with the first clinic in Dubai established in March 1999. India's healthcare sector is 3/29/12 estimated to touch $14.2 billion

Expansion Plans:

Apollo too plans to add 3,000 beds in four years to it current capacity of about 8,000 beds by 2015. Plans to add 900 beds in Bhubaneswar, Lavasa, Kolkata and Secunderabad in current year. Rs 1,800-crore expansion plan to hire nearly 23,000 people in the next three to four years. The Apollo Hospitals group today includes over 8065 beds across 46 hospitals in India and overseas, neighbourhood diagnostic clinics, an extensive chain of Apollo Pharmacies, medical BPO, health insurance services and clinical research divisions that are working on the cutting edge of medical science. However, the largest achievement of the Apollo group has been to take quality healthcare to across the length and breadth of India. Of touching 10 million lives and giving hope to an entire segment of the Indian population who did not have an option beyond limited medical infrastructure. 3/29/12

PRICE
Earlier Apollo used the price skimming strategy as there are few competitors, it charges higher price for services but now it is offering services of all price range or we can say that its now focusing on penetration pricing that is that its target group is people of all income group.

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Cost comparison of treatment - liver transplant that cost $300,000 in the United States was $45,000 - Similar price differences existed for cardiac surgery ($30,000 vs. $6,000) - orthopedic surgery ($20,000 vs. $4,500) - bone marrow transplants ($250,000 vs. $30,000)

35,000 30,000
COST IN US$

25,000 20,000 15,000 10,000 5,000 0

U nited States U nited K ingdom Malaysia Singapore Thailand India

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DE STINA TIONS

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PRICE
Sr. No. Name of the Health Check up Price

1 2 3 4 5 6 7 8 9 10 11 12

Apollo Master Health Check Apollo Executive Check Apollo Heart Check Apollo Advanced Heart Check Apollo Whole Body Check Apollo Well Women Check Click to edit Master subtitle style Apollo Child Check Apollo Diabetic Check Apollo Cancer Check Apollo Stroke Check Apollo Knee Check(Basic) Apollo Liver Check 3/29/12

Rs. 3,750/Rs. 4,000/Rs. 4,900/RS. 15000/ -

Rs. 7500/Rs. 1,450/Rs. 1,050/Rs. 3,750/Rs. 2,500/Rs. 3,800/Rs. 2,000/Rs. 2,350/-

Categories

Tariff INR/ USD

Common Room Amenities

General Ward

Rs. 1500 / $ 33

A/C consists of 4, 5 or 6 beds separated by curtains / partitions. Common TV with cable connection" Telephone for incoming calls. For attendant a dari and a pillow.

Common TV with cable connection Separate telephones are provided. Semi-Private Room Rs. 2700 / $ 60 For attendant, bedding will be provided. One Toilet.

Single Room

Rs. 5500 / $ 121.5

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Single bed A/c units. TV and telephone facility Wardrobe with a large bathroom Sofa cum bed is provided for the attendant

Deluxe Room

Rs. 6500 / $ 143.5

Room larger in size Provided with refrigerator Spacious bathroom and includes all other facilities of a single room. Large bath attached to patient's room Pantry Lounge Separate bathroom for the attendants. Special patient bed with remote control facility for various reclining positions for patient comfort is provided Ventilator Charges are extra - Rs. 2100 / $ 46 per day Max Rs. 1300/ $ 29 Per day Max Rs. 2500/ $ 55.5 Per

Suite Room

Rs. 12500 / $ 276

ICU HDU Emergency Ward Day Care

Rs. 5000 / $ 110.5 Rs 2500 / $ 55 Rs. 130 / $ 3 (Per Hour) Rs. 300 / $ 6.5 (Per Hour)

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PROMOTION

PROMOTIONAL ACTIVITY

Billion Hearts beating campaign. Health checkup drill Nutritional assessment of children between 5 months to 5 years was carried out for all Anganwadis. Apollo faced criticism that its services were not for the masses, Apollo reacted by expanding its services to the poor class Has set aside free beds for the poor

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MARKETING OF SERVICE
To market its services to international patients, Apollo partnered with SITACARE Incoming, a division of Kuoni Travel (India).
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Thank you

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