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PGPM ( Marketing ) Service Management Course September 2014 Prof S K Palekar Dr Miroo Carpenter’s Eye Hospital [email protected]
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[email protected] +9821046013
PGPM ( Marketing ) Service Management Course
September 2014
Prof S K Palekar
Dr Miroo Carpenter’s Eye Hospital
Situation Analysis – “First Pass”
POSITIVES + Reputation in the field of eye surgery and treatment + Even in charity and social circles he is known + Good location mid-town at Shivaji Park in Mumbai + Has money to invest
NEGATIVES - Unutilized capacity of Operation theater and equipment - Difficult to get low cadre staff - Qualified doctors don’t want to join
Situation Analysis – “Next Pass”
To create more “expert” work ; and less of “nursing” More surgical work and less of nursing work Patients should be able to leave without using a bed
Will need to target a specialist niche therapy area Means Target Audience as % of total population very small
Will need to utilize his surgery more : need more customers Will must break the “service radius” Also need a USP why patients should come from all over
Will need to cast his network all over Mumbai Possible for him because of his reputation
[email protected] +9821046013
Service Designinvolves designing the encounter
and building service scape around it
Encounter Design
Service Layout and Blue Printing
How Much Capacity
[email protected] +9821046013
Encounter DesignThe Provider is a combination of People, Space, Equipment
EASY
Customer : Standard Need/ Script
Provider : Standard Skills / Script
DIFFICULT
Customer : Non- Standard Need/ Script
Provider : non- Standard Skills / Script
Design for the main encounter first
Provider Customer
Location
Servicescape : Space, Interiors, Layout, Equipment
Co-Created Service : Surgery
Capacity
SpecialistsIn giving Niche Therapy
RequiringNiche Therapy
Positioning Marketing Mix
Target customer, Target application, Target complication Patients above 40 with cataract indications Process to eliminate those needing a bed pre or post surgery
What are these patients doing now : current competitors Eye surgeons operate in nursing homes and general hospitals
What is our marketing insight ? Cataract removal is needed by most of the aged people 85% cataract patients do not need pre /post operative care A surgical facility designed “only for cataract operation” can be
designed very efficiently and cost can come down dramatically which can be passed on to the customers.
What is our offer ? How better than the above competitors ? Cataract operations done by “Best doctors “ at only “60% of prevailing
price” and “same day discharge” from the hospital
Positioning Marketing Mix
Limited Range & Attractive Pricing Only cataract operations on patients with no pre/post complications Our Price : Rs 10000 / pax vis-à-vis Competition Rs 15000 – 20000 2 standard processes : with external glasses and with implanted lens
Service scape No bed in the hospital except 1 for emergency 3 operating theatres of 4 beds each
4 beds are in the “active” operation theater where the surgeons are active 4 beds are in the “preparatory” operation theater where trainee doctors brief the
patients , check them and administer local anesthesia4 beds are in the “recovery” room where checking and briefing is done and
prescriptions are written and discharge cards are made Large and comfortable general waiting lounge. For post-operation patients there is a resting lounge for sitting Periodic buses are available from Dadar railway station
Positioning Marketing Mix
Promotion Cataract surgery - Most qualified doctors. Lowest Prices. Same day discharge from the hospital !
People Customers are referred by a network of referring doctors from all over
the city for which they get 15% reference fee. Shift Manpower : 1 FRCS surgeon, 2 operating surgeons, 2 trainee
doctors. Proof
In the incoming waiting lounge there will be video talking about the quality of the doctors and procedures undertaken and advantages of daycare surgery so you can go home the same day.
There will be pamphlets placed with all affiliated doctors.
Positioning Marketing Mix
Good Trainee doctors can be attracted by Work closely with FRCS surgeons Rapidly specialize in eye surgery : high exposure to cases
The basis for designing 7Ps and Capacity
Provider Customer
Shivaji Park
Large capacity for continuous but only cataract operations
Co-Created Service : Surgery
Large referral network
SpecialistsIn cataract surgery
RequiringCataract surgery
But not a bed
Having designed for the main encounteruse all encounters on customer journey
1. How many types of customers - Buyer Personas - are there ? 2. For each type, what is the typical buying journey ?3. What is the service process to move them along this journey ?4. The contact sequence matrix needed to execute this service process?5. The type of providers required to operationalize these contacts?6. How will these people work together – the organization chart ?7. How will such people be recruited, inducted, on-boarded, motivated?8. What are the metrics that will be used for performance management?9. How is the resource deployment linked to performance
management ?
[email protected] +9821046013
Service Blueprinting Designing Visible / Partially visible / Invisible Parts of Servicescape
To plan new services.
To improve existing services
by identify touch points (hot spots) (touch points)
To conduct training and review meeting with providers
What does Service blueprinting do ?
Provides visual display of service delivery Breaks down a service into steps or tasks Identifies the capacity created for the task : people, space, equipment Enables to create job description of providers Various scenariors can be created for various customers Evidence of service as customer experiences it.
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Template for Facility Blueprinting : Pre, During, Exit. Plot all external encounters : core and non-core. Plot all internal interactions
Customer actions and experiences
Service encounters
“Onstage” Contact Employee Actions
“Backstage”Contact Employee Actions
Line of Visibility for customer
Internal Interaction
Support Processes
HP1
Potential hot spot
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The Pizza restaurant blueprint
E. LAWS, Improving tourism and hospitality services
There are always 3 logics in the Service Design
Customer Logic One window person available 24 x 7 on the phone for queries / help Start and end at the appointed time. Waiting room to be cheerful. Help available to lead patients out after the operation Instructions available in local language Communication with the referring doctor … etc
Technical Logic Check for complications arising out of blood sugar and blood pressure Anesthesia based on body weight and age and nerves condition Anesthesia starts from 20 minutes and ends after 90 minutes Right number of the lens as per ophthalmologist recommendation … etc
Employee Logic Changing room … fresh and crisp uniforms ready … facility for taking bath
… Sterilized equipment ready by 8 am …stacked for the whole day .. Right lenses and case papers to be ready by the bedside of each patient …
etc
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