Post on 13-Apr-2017
transcript
SERVICE MARKETING
Presented by – Sweta Leena PandaId – FMS/MBA/2015-17/000308
Healthcare Sector – Overview
Governed by the Ministry of Health and Family Welfare
Today the total value of the sector is more than $40 billion
Employs 8 million people directly and indirectly
Growth of 9.8% between 2000-2011
Corporate hospitals constitute less than 1 per cent of all institutes
Investment of $14.4 Bn needed by 2025 to increase its bed density to at least two per thousand population
Healthcare Sector – Overview
Governed by the Ministry of Health and Family Welfare
Today the total value of the sector is more than $40 billion
Employs 8 million people directly and indirectly
Growth of 9.8% between 2000-2011
Corporate hospitals constitute less than 1 per cent of all institutes
Investment of $14.4 Bn needed by 2025 to increase its bed density to at least two per thousand population
HOSPITAL
DOCTOR PATIENT
Service marketing triangle Hospital Industry Service
Characteristics
Intangibility (High) Association Physical representation Documentation
Perishability (High) Peak time Essential Services
Inconsistency (High) Quality of service offered differs from one
extreme to another.
Variability (Low) Training to doctors Customers experience
Inseparability (Low) Training of internal employees Innovational services
Characteristics
Brand Colors
Product PromotionPlace
• Emergency services • Ambulance services • Diagnostic services • Pharmacy services • Causality services • Master health check up• Executive Health check up
• Health care hospitals have around covered area .
• Perfect location • How many hospitals all
over India .
• Ethical healthcare service and Creating a pleasant environment for patients. (Word of mouth advertisement)
• Paper & television advertisements.
• Web pages & online e channeling facility.
• Articles
7 P’s OF SERVICE MARKETING
Brand Colors
PricePhysical
evidence People
• Price usually depends on treatment prescribed by the respective consultants and the facilities offered to the patient.
•Motivating employees to be efficient, dedicated and loyal to the organization.Offering regular on-job training of employees to ensure continuous improvement in health care.Utilizing services of professional competent medical consultants.Use of latest technology.
• The Joining Phase• The Intensive treatment
Phase• The detachment Phase• Feedback
7 P’s OF SERVICE MARKETING
Process
• Physical evidence is the environment in which the service is delivered with physical or tangible commodities and where the hospital and the customer interacts.
HOSPITAL
DOCTOR PATIENT
Service marketing triangle Treatment of human illsHospital Industry
Service Levels of products
Augmented
Expected Product
Core product
Ambience:Central Air-conditioningAutomation equipment's (X-Ray Scanners, Printers, Photo Scanners etc. Canteen , ATM ,Wifi ,Laundry ,Chemist
Infrastructure to support reasonable number of beds Operation theatresEquipment's – like Cardio-respiratory supportive equipment
Treatment of human ills
HOSPITAL
EMPLOYEES PATIENT
Service marketing triangle
Medical Personnel Medical Technology
Values Hospitality
Materials and GarmentsCatering Departments
Official Laundry Laboratories
Registration and indoors case records Store Management
Transportation Management Mortuary Arrangement
Engineering and Maintenance service Rehabilitation center
Physio therapy Speech therapy
Dr-addiction and mental health
Zone of tolerance
DesiredService
AdequateService
Zone of
Tolerance
Predicted Service
Explicit ServicePromises
Implicit ServicePromises
Word-of-Mouth
Past Experience
Less
More
Less
Less
Tolerance Level
Zone of tolerance
Adequate Service
Desired Service
Less
Gap Analysis
Hospital Administration thinks that patients want better food but patients are more concerned with
nurse and doctor’s responsiveness
1 Management perception
Patient Expectation
In Hospital, Compounders are ordered to give a fast service but in how much time specification it is not
mentioned.
2 Service Quality
Specification
Management Perception
It is seen in Hospitals that there are some unskilled Compounders and nurses which are giving services to
the patient.
3 Service Delivery
Service Quality
Specification
There is few GAPS in between Service Delivery and External Communication (Over promising)
4 External Communication
Service Delivery
Gap Analysis
HOSPITAL
DOCTOR PATIENT
Service marketing triangle Strategies for shifting demand to Match
capacity in Hospital IndustryStretch time, labor, facilities and
equipment.Cross-train employees.Request overtime work from employees.
• Schedule employee training.
Demand Too High Demand Too LowFlex Capacity
Take care of loyal or “regular” customers first.Charge full price for the service--no discounts.
• Use advertising to increase business from current market segments.
• Modify the service offering to appeal to new market segments.
Demand Too High Demand Too LowShift Demand
HOSPITAL
DOCTOR PATIENT
Service marketing triangle Dimensions of service quality in Hospital
IndustryLeast Important factors
Most Important factorsReliability
Assurance
Tangibles
Responsiveness
Empathy
Arrive at hospital
Go to ward or
emergency
Receiving treatment
Receive medicine
Interim Bill payment
Getting food under observation
Check inFinal
payment discharge
HOSPITALSTRETCH
OR WHEEL CHAIR
ELEVETOR . STAIRS /ECU
LABORATORY MEDICINE DELIVARY
TRAYREGESTRAT
ION BILL DESK
Enquiry help desk
Examine by
doctors
Provide diagnostic
report
Proving nursing
care
Taking payment
Provide prescribe
fund
Transfer patients to respective
ODP or ward
Process discharge
Preparation to patient to ward
Maintenance
machinery
House keeping
Preparing food
Account Department
Doctor certification
Registration system
Billing
Physical evidence
Patient
On stage
Back stage
Support Process
Line of Interaction
Line of Visibility
Line of Inter Interaction
Hospital Industry Blue Print