Health Care Sector

PRESENTED BY:DILPREET KAUR

FAYEZ MOHAMMAD KHANFAQUIH

FAIZ KHANERFAN

HAMID ALI KHAN

Health Care Industry

Continued

Continued Healthcare comprises hospitals, medical devices, clinical trials,

outsourcing, telemedicine, medical tourism, health insurance and medical equipment.

Indian healthcare delivery system is categorized into two major components - public and private.

The Government, i.e. public healthcare system comprises limited secondary and tertiary care institutions in key cities and focuses on providing basic healthcare facilities in the form of primary healthcare centers (PHCs) in rural areas.

The private sector provides majority of secondary, tertiary and quaternary care institutions with a major concentration in metros, tier I and tier II cities.

India's competitive advantage lies in its large pool of well-trained medical professionals. India is also cost competitive compared to its peers in Asia and Western countries. The cost of surgery in India is about one-tenth of that in the US or Western Europe.

Continued The overall Indian healthcare market is worth around US$ 100 billion and is

expected to grow to US$ 280 billion by 2020, a Compound Annual Growth Rate (CAGR) of 22.9 %.

Over 80 per cent of the antiretroviral drugs used globally to combat AIDS (Acquired Immuno Deficiency Syndrome) are supplied by Indian pharmaceutical firms.

Rural India, which accounts for over 70 % of the population, is set to emerge as a potential demand source.

India requires 600,000 to 700,000 additional beds over the next five to six years, indicative of an investment opportunity of US$ 25-30 billion.

A total of 3,598 hospitals and 25,723 dispensaries across the country offer AYUSH (Ayurveda, Yoga & Naturopathy, Unani, Siddha and Homoeopathy) treatment, thus ensuring availability of alternative medicine and treatment to the people.

The Indian medical tourism industry is pegged at US$ 3 billion per annum, with tourist arrivals estimated at 230,000.

TRENDS IN HEALTHCARE INDUSTRY Drug pricing solutions Concerns over drug prices have reached fever pitch in the U.S.

Price increases for branded drugs have outpaced inflation every year since 200

Merger mania will continue 2015 has been a year of massive mergers. “Everyone’s looking for

the new relationship that’s going to give them some sort of competitive advantage,”.

Get care when and where its convenient Health apps came into their own this year with the telemedicine app

Teladoc making its debut on the public markets

Continued Cybersecurity is going to be top of mind

With more using digital health apps and services, privacy and cyber security will be top of mind for both consumers and providers. Insurers have already had a rough go of it recently, facing hacks that have affected hundreds of millions of customers in total.

A.I.I.M.S(A Public Sector Hospital)

All India Institute of Medical Sciences Delhi is a medical college and medical research public university based in New Delhi, India. The Institute was established in 1956 and operates autonomously under the Ministry of Health and Family Welfare.

AIIMS was established in New Delhi after former Indian prime minister Jawaharlal Nehru's initial proposal to set up the institute in Calcutta. It was the vision of Rajkumari Amrit Kaur, the first Health Minister of India, to establish an institute of such nature in India.

Segmentation, Targeting & Positioning

Middle Class patients with Chronic disease. Provide various facilities and healthcare services. From Treatment

to all the pathological tests are provided at affordable prices. It positions itself as the most reputable hospital with best quality

of service and advanced treatment of various diseases at very cheap price.

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7P’s of Services Marketing PRODUCT

AIIMS is a multispecialty hospital which provides care in various specialties - Heart, Orthopedics, Spine, Cancer Care, Gastroenterology, Neurosciences, Nephrology & Urology Critical Care.

PRICE

The hospital provides cheap treatment and other healthcare services to all its patients.

PLACE

The hospital has a total of 1766 beds. The Institute was established in 1956 in New Delhi.

List of Upcoming and Planned AIIMS

AIIMS Nagpur, Maharashtra AIIMS Mangalagiri, Andhra Pradesh. AIIMS Rae Bareli, Uttar Pradesh. AIIMS Kalyani, West Bengal. AIIMS Gorakhpur, Uttar Pradesh. AIIMS Bathinda. AIIMS Madurai, Tamil Nadu. AIIMS Bilaspur, Himachal Pradesh. AIIMS Jammu, Jammu and Kashmir. AIIMS Srinagar, Jammu and Kashmir AIIMS Trivandrum  AIIMS Assam. AIIMS Saharsa, Bihar

PHYSICAL EVIDENCE AIIMS has been know for its quality health care services, at

much affordable price. It provides the services for all the ailments & diseases, assuring the healthy recovery with quality care from the staff.

PEOPLE There are 1323 doctors (incl. Faculty members, Sr. and Jr.

Residents) And 1810 Nurses. PROCESS The largest achievement of the AIIMS has been to take

quality health care to across the length of India. This operation in itself involves very established procedures and documentation. It has been a major player in scripting the medical landscape of the nation. This is primarily because the group has continuously been at the helm of several game-changing innovations in Indian health care.

Hospital• A HOSPITAL IS A HEALTH CARE INSTITUTION

PROVIDING PATIENT TREATMENT WITH SPECIALIZED STAFF AND EQUIPMENT.

• THE BEST-KNOWN TYPE OF HOSPITAL IS THE GENERAL HOSPITAL, WHICH HAS AN EMERGENCY DEPARTMENT.

• WE HAVE SELECTED HOLY FAMILY HOSPITAL WHICH IS A 326 BED MULTI-SPECIALTY HOSPITAL RUN BY THE NEW DELHI HOLY FAMILY HOSPITAL SOCIETY AND MANAGED BY THE DELHI CATHOLIC ARCHDIOCESE.

• THE HOLY FAMILY HOSPITAL, WAS FOUNDED BY THE MEDICAL MISSION SISTERS IN 1953. THE FOUNDATION STONE WAS LAID BY SARVAPALLI RADHAKRISHNAN, VICE PRESIDENT OF INDIA IN THE PRESENCE OF RAJKUMARI AMRIT KAUR, INDIA’S MINISTER OF HEALTH.

STP of Holy Family HospitalSegmentation According to age groupsChildren (0-14)Youth (15-24)Adults (25-64)Seniors ( 65+) According to IncomeUpper-Middle ClassMiddle Class (Upper & Lower)

TargetingPatients looking for regular appointment with doctors.Patients that are referred by clinics.Patients that have availed the service before.Patients going to emergency for minor problems.Patients with serious problems looking for admission in the hospital.

PositioningThe services that are offered by Holy Family Hospital are not unique in the area, so they work on value maximization, low price service compared to other hospitals like Fortis Escorts and Apollo which are located nearby.

7 P’s of service marketingProductIn order to provide effective and reliable services, the hospital is fully equipped with various facilities.It has all the laboratories for the diagnosis of the disease.

PlaceAdequate transport & communication facilities.Hospital is located near University which is a positive factor.

PromotionThey are not using any advertisements,  word of mouth plays an very important role in promotion of Holy Family Hospital because the patients who come to a hospital generally have the old patients of hospital as referrals.

PricingThe price of services offered by the hospital are lower compared to other hospitals.

PeopleThe employees specially nurses are highly trained and very caring.

ProcessesThere are two types of process, i.e. outpatient and inpatient.Outpatient process is when patients going to hospital regular checkups.Inpatient process is when patient going to the hospital for admission.

Physical EnvironmentThe environment of the hospital is well maintained, the hospital provides clean atmosphere to its patients. The workers are skilled and disciplined. It has gardens on all sides of the hospital which gives nice view to the patients through the windows of the hospital rooms.

Diagnostic Clinics A place that offers diagnostic services to the

 medical profession or general public. For this case I have selected Dr. Lal Path

Labs to study its STP and 7 P’s of service marketing.

Late Dr. Major S.K. Lal, started to provide pathology services and maintaining a blood bank in the year 1949.

It has over 3,368 diagnostic and related healthcare tests and services offered, capable of performing almost all of the diagnostic healthcare tests and services currently prescribed by physicians in India.

STP of Dr. Lal Path Labs Segmentation According to different age groups. Children (0-14) Youth (15-24) Adults (25-64) Seniors ( 65+) Middle and higher income class patients . Upper-Middle Class Middle Class (Upper & Lower) Working Class

Continued…. Targeting Patients referred from general practitioner. Patients referred from the near by hospitals. Patients directly coming to the center. Third party patients (insured). Corporate (regular check ups). Positioning The services that are offered by Dr. Lal Path Labs are not unique in the area,

so they also work on value maximization, competitive prices compared to other diagnostic centers which are located nearby.

7P’s of Service Marketing

Pricing Dr. Lal Path Labs uses Psychological pricing to compete all the other

existing diagnostic centers. Psychological is used to set prices according to the psychographics

of the aimed-at market segment. Products Technology: It uses all the latest technology to do the tests. Usefulness: The products are well thought off and planned by

keeping the target market in mind. Convenience: The Value: All the products impart some value to the customer.

Continued Promotion Special Offers: Dr. Lal Path Labs gives special concession to senior citizens

and also on different diagnostic packages like thyroid. Endorsements: Its even endorsed by many hospitals and private practicing

doctors. They also distribute pamphlets informing about their services. It communicates the benefits that a customer obtains from the products and

not just the feature of that product.

Continued Place Retail outlets near all the major hospitals and doctors. Multi-Channel: It has many channels like collection centers as well as

physical collection centers. It has many centers across all the major cities close to their target market.

People Employees are highly trained and experienced in handling all the customer

requests. Customer Service

Continued Process The process designed by them is highly thought of and relevant to the

diagnostic service market. To avail the service the consumer has to be physically present to give the

sample and then he/she may visit again to collect the report or can even see it online on their website.

Physical Environment Smart and well laid out Comfortable seating arrangement which is most of the times empty. Facility of hygienic washrooms and drinking water available. The ambience is quite assuring and well lit.

SEGMENTATION,TARGETING AND POSITIONING OF PHOOLWATI JAIN CLINIC

OUR HYPOTHETICAL CLINIC WOULD BE LOCATED IN DHARAMPUR, A SMALL VILLAGE IN GURGAON.ACCORDING TO THE 2012-2013 LOCAL AREA "ECONOMIC AND DEMOGRAPHIC PROFILE REPORT," THERE IS AN INCREASING DEMAND FOR COST-EFFECTIVE HEALTH CARE IN THE NATION AND IN OUR REGION. SPECIFICALLY, THE LOCAL POPULATION (WITHIN 35 MILES) IS PREDICTED TO GROW APPROXIMATELY 3.5% PER YEAR.

Market Segmentation As per Census 2011 the largest age group in this area  was

between 40-49, with 31,714 people. Residents over 60 make up a higher percentage of the population in here than the regional average.

Since we will be open to patients of all ages, our market segmentation breaks potential patients out into local population (within 35 miles) and patients from the surrounding region (within 70 miles).

Target Market Segment Strategy

Park Square Family Medicine will focus its efforts on the entire local population (within 35 miles). Our segmentation strategy is geographic for a number of reasons:

The rural and semi-rural patients of this area will not, and often cannot, travel more than 30 miles to see a doctor. They would rather "wait it out" on all but urgent matters.

Our clinic is a general family practice, and will treat patients of all ages, incomes, physical abilities, races, and ethnicities. As a family clinic, there is no need to create marketing materials targeted at only one or two of these groups, but we can appeal to all with a similar message.

Our clinic will mainly address the issue of convenience a major concern in a small village like Dharampur.

The expected growth of the local population, at 3.5% a year, makes this an ideal location for a broadly geographic marketing approach.

POSITIONING

Our clinic would be positioned as “ medical heaven for the rural poor”

All our promotional strategies will give out a consistent message throughout.

7 P’s in case of Product-since our hospital is situated in a rural area the

emphasis will be on core service i.e. immediate treatment by expert doctors.

Product Mix  Emergency services-under supervision by medical and

para-medical staff  Pharmacy services Clinic will have a pharmacy which is

open 24 hours.  It caters to the needs not only of the inpatients and outpatients, but also patients who require emergency drugs.

Continued Basic  Diagnostic services like X-Ray PRICE Our clinic does not believe in profit maximization, it

aims at providing quality service for its customers at reasonable price.

Therefore we will charge only Rs 50 as consultation fee, while medicines would be provided at MRP.

In case of emergency customer can take the medicines on credit and pay later.

PROMOTION

Since the target market of our clinic is local rural therefore the promotion needs to be done keeping in mind the same.

Promotion channels-advertisements on Banners, catchy pamphlets(with less written material and more pictorial),radio(popular source of entertainment among the rural),creative wall paintings, advertisement on auto rickshaws can be used as effective tools to promote the clinic and create awareness.

Promotion through the Key person-The head of the village will be explained the entire concept behind this clinic. Being a person of influence the message when communicated through him to the entire village will help in addressing the apprehensions of the people.

Continued Using social gatherings as a platform for promotion-

social gatherings such as melas (fairs) can be effectively used to send the message across quickly to a large audience.

Door to door promotion-The paramedical staff will initially visit each household to ensure that people are very clear about the motive behind this clinic.

PLACE

Since the clinic specifically seeks to address the issue of convenience it would be located at a central location(within 35 miles from the target audience) easily accessible to all the villagers and even outsiders.

PEOPLE Most important component for our clinic We will hire highly motivated, self driven people who are willing

to selflessly contribute to the society Expert doctors and other paramedical staff People with a positive attitude who are empathetic in nature and

understand the psychology of rural patients.

PROCESS

The most important elements are lines of communication within the setup in our clinic.

There needs to be quick and efficient communication between the administrative staff and the paramedical and medical staff to FastTrack the procedure and ensure that the patient gets the treatment as quickly as possible.

Unnecessary procedural formalities will be eliminated. It would be ensured that the entire process beginning from

the time the patient enters the clinic till the time he leaves is such that he/she feels that he has been treated fairly and satisfactorily.

PHYSICAL EVIDENCE

Since our clinic seeks to focus on basic healthcare services for the rural therefore physical evidence is very different from that of a multi-specialty hospital.

Our focus would be on basic cleanliness ,staff in proper uniforms, clean bedsheets, hygienic overall ambience.

Also creative posters educating the visitors about most common diseases their symptoms, treatment etc would constitute a major part of the ambience.