Hospital Industry In India

International School of Business & Media; Kolkata

Abhijit Samanta Anindya Pal Saugata Dastider Subhadeep Chakraborty Kamalika Mondal

Indian Healthcare industry: An overview Healthcare is one of Indias largest sectors, in terms of revenue and employment, and the sector is expanding rapidly. 1990:- Indian healthcare grew at a CAGR of 16%. 2010: - Total value of the sector is more than $34 billion. This translates to $34 per capita, or roughly 6% of GDP. By 2012, Indias healthcare sector is projected to grow to nearly $40 billion. The private sector accounts for more than 80% of total healthcare spending in India.http://www.pwc.com/en_GX/gx/healthcare/pdf/emerging-market-report-hc-in-india.pdf07/29/11 2

Health Care Facilities

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India Health Infrastructure

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Top 10 Hospitals in this Industry SegmentPosition 1 2 3 4 5 6 7 8 9 1007/29/11

Hospital Name All India Institute of Medical Sciences Apollo Hospitals Apollo Hospitals FORTIS Christian Medical College Post Graduate Institute TATA Memorial Hospital Lilavati Hospital Sankara Nethralaya NIMHANS

Location Delhi Delhi Chennai Bangalore Vellore Chandigarh Mumbai Mumbai Chennai Bangalore5

INDIA AND MEDICAL TOURISMSun & Sand And Scalpels State - of - the - art hospitals + alluring post - op locales Need Hideaway Holidays for a facelift or IVF etc . ? Where the cost saved on one MRI could pay for a return ticket , medical tourism is bound to boom .07/29/11 6

FOUNDATION FOR PROPOSITION

Source of Information: Indian Medical Association: www.ima-india.org07/29/11 7

WHY INDIA ???

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"Our mission is to bring healthcare of International standards within the reach of every individual. We are committed to the achievement and maintenance of excellence in education, research and healthcare for the benefit of humanity"

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Value Proposition of Ashok Birla Apollo Hospital All medical facilities under one roof Provide world class medical care at an affordable cost Sharing the JCI accreditation advantages in day to day operations Setting up of Centers of Excellence Well organized Emergency and Trauma Care Management Bringing in 64 slice CT and MRI 1.5 Tesla , Digital x-ray CR system for film less imaging Specialty clinics & specialized Critical care management

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FREE CATARACT SURGERYDr. Venkataswamy set up hospitals in South India that serve both the rich, who pay for the state-of-the-art cataract surgery, and the poor, who receive almost identical services for free. The sales force, advertising, and promotion of Aravind Eye Hospital focus on attracting free rather than paying patients. For example, the sales force has annual targets for the number of free patients they must generate; weekly 'sales meetings' monitor individual performance towards these targets. Aravind's sophisticated salespeople scour the Indian countryside looking for poor patients within their assigned territories and then transport them to the hospital at no cost to the patient.

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Value Add: Welcome kit that contains Fortis pregnancy guide book Gift hamper at the time of discharge Baby album Baby name book Fortis Birth Certificate

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Market Segmentation Segmentation on the basis of OBJECTIVES: 1. Teaching Cum Research for developing medicines and promoting research to improve the quality of medical aid. 2. General Hospitals for treating general ailments. 3. Special Hospitals for specialize services in one or few selected areas.

Segmentation on the basis of OWNERSHIP. 1. Govt. Hospitals. 2. Semi Govt. Hospitals. 3. Voluntary Organizations 4. Charitable Trust.07/29/11 14

Contd Segmentation on the basis of Path of Treatment: 1. Allopath 2. Ayurveda 3. Unani 4. Homeopathy 5. Others

Segmentation on the basis of SIZE. 1. Teaching Hospitals (500 beds) 2. District Hospitals (200 beds) 3. Taluka Hospitals (50 beds) 4. Primary health centres (6 beds)07/29/11 15

Contd

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Marketing Communication Mix: Advertising

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Public Relations

Fortis announces about its latest Brain Therapy

An Iranian boy saved by a rare brain surgery in Fortis.

Manipal Introduces Cardio-Renal Services

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Print Media

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Promotional CampaignsApollo Hospital collaborates with IBM

Balika-vadhu actors at TATA Memorial Hospital

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Internet

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Competitive Positioning

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Competitive Positioning

Tangible Attributes: - "well-trained nurses," "conveniently located," & "doctors from the best medical schools." Its tangible benefits might be "personalized attention and treatment" and "does everything to make you feel comfortable." Intangible Attributes: - Recommended by friends and relatives, "treating people for 100 years." Its intangible benefits might be "makes you feel in control of your disease" and "makes you feel important.

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Contd The best positioning opportunities are those that are highly motivating and on which a brand enjoys advantages relative to competitors. The brand strategy matrix below illustrates how to use motivating power and brand perceptions to identify the best opportunities. The value of the strategy is ranked from 1 (the most valuable) to 7 (the least valuable).

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Contd Here is the mantra of creating a fruitful positioning for a hospital in the mind of the prospect Reliability Prices Reputation of doctors Quality of equipment Number of supporting specialties Amount and quality of miscellaneous services like catering, housekeeping, etc. Distance from the house Recommendations from someone

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Thank You !26

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