Ppt Final Ssm1

7/31/2019 Ppt Final Ssm1

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Our logo with green leaves emphasizes on:

Providing help and taking care of you by rendering good quality services

As we ensure care convenient and comfort at all times

EMERALD is a green stone which offers physical, emotional and spiritual

balance

It encourages spiritual growth, physical healing

we as service provider also offer on the similar terms and keep our country

healthy and informed


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Introduction

Healthcare industry is a wide and intensive form of services which are related towell being of human beings

During the 1990s, Indian health care grew at a compound annual rate of 16%

Today the total value of the sector is more than $34 billion and contributes 6%towards GDP. This year it is expected to grow nearly by $40 billion, expected to

reach US$ 280 billion by 2020

The healthcare industry employs over four million people, which makes it one of thelargest service sectors in the economy of our country

The major inputs of health are industries are as listed below:

Hospitals

Medical insurance

Medical software

Health care equipments


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The road ahead

We at Emerald have set a benchmark for ourselves regarding the future perspectiveand we will achieve this within five years from now.

We plan to open a medical institution in our campus which would help the youngminds get first hand information with practical exposure.

We would have our own research and development facilities. Continuousimprovement in human resource.

We plan to expand ourselves into a multi-specialized hospital.

Open branches in metropolitans. Emerging as one of the main market players in thefield of health care.

Finding new ways to delight our patients and help them to stay fit for a bettertomorrow.

Air ambulance facility will be provided in near future.

The diet store which is one of a kind now, will have franchising given to differentplaces and cities.


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Value statement

Offer international standard of qualityat reasonable cost.

Care with human touch.

Maintain a high standard of awareness

towards social issues, environment andecology and contribute towards qualityof life of the present as well as the futuregenerations.

Maintain mutually beneficialrelationships with other agencies

involved in healthcare and related areas,both governmental and non-governmental.

Support healthcare research.


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Differentiation

Differentiation is like oxygen in Todayscompetitive environment to survive.

Our hospital specializes in diabetes with superspecialization in JUVELINE DIABETES. Thiswill be the first hospital to specialize in

JUVELINE diabetes in Mumbai.

Juvenile diabetes

In house pharmacy

Chemist in the hospital premises used byoutsiders also

Diet food with a sugar free department: healthand grocery store accessed by outsiders also.

Service delivery


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Our value offerings

specialities Surgical speciality Health checkups

Diabetology Ophthalmology

Basic, Executive and

Comprehensive packages.

Ophthalmology E.N.TWell woman (basic and special

packages).

Dentistry &

Psychiatry

Pediatric surgery Sweet package (Diabetes)

GastroenterologyPediatrics Dental

Nana-Nani package (seniorcitizen)

Dermatology &Rheumatology

General surgery Pre-employment package.

Nephrology & obstetrics.Orthopedic surgery

General medicine Urology

Neurology &Gynecology Neuro-surgery


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Facilities and services offered Highly qualified doctors and paramedical, friendly nurses and ward boys.

I.C.U. and Operation theaters with latest technology.

Blood banks.

State of art laboratory.

Casualty ward. Tie ups with Jaslok and Breach Candy hospital.

24hours chemist shop.

Availability of stretchers and wheel chairs easily.

Lobby on every floor with proper sleeping and sitting facilities.

Good infrastructure facilities.

Coffee/tea/juice vending machines on every floor.

Dieticians and consultation.

Library.

Prayer room.

Phone booth center.

Cyber caf.

Ambulance.

6 lifts and 3 exits.

Diet store.

Cafeteria with clean and hygienic food.

Good sanitation conditions.

Gift shop.

24hours ATM facility.

Dust bins at short distances.

Signage.


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Standard schedule of the day

TIME OF DAY ACTIVITY

05.30 a.m. Wake Up and cleaning

06.00 a.m.7.00 a.m. Sponge/bath

07.30 a.m.8..30 a.m. Breakfast

08.30 a.m.09.00 a.m. Organizing the patients charts

09.00 a.m.10.00 a.m. Doctors routine check-up

10.00 a.m.11.00 a.m. Medication and rest time11.00 a.m.12.00 p.m. Visiting hours

12.00 p.m.01.00 p.m. Lunch time

01.00 p.m.04.00 p.m. Medication and rest hours

04.00 p.m.04.30 p.m. Tea/Snacks time

04.30 p.m.05.00 p.m. Freshen up and Doctors routine check-up

05.00 p.m.07.00 p.m. Visiting hours

07.00 p.m.07.30 p.m. Dinner

07.30 p.m.08.00 p.m.

Medication

08.00 p.m. sleep


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Inconsistency: Quality of service offered differs from one extreme to another.This is because of total dependence on human interactivity or playing human

nature, i.e. because human beings can never mechanize or replicate themselves.

Ways to overcome this drawback:

Training: A scheduled Training of the employees in respect of the work/service

can prove to be the best solution to this drawback.

E.g. American Medical Association makes it mandatory for its member doctors to

undergo 6 weeks of training every year or 6 month of training every 6 years.

Automation: The service providers analyze that, human quality deteriorates withrepetition of work; this has an ill effect during the final delivery of the service.

E.g. Automatic blood testing equipment's ensuring safety and accuracy

Characteristics of hospital industry


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Inseparability: Service transaction becomes unique because it mandates,

during transaction, the physical presence of the provider and the consumer.


Training: This is the best way out for the setback. As the provider of one

service can not be made available at two different places at the same time if thesituation demands so, unlike, in the case of products where the producer of the

same need not be present at all times where the transaction takes place.

E.g. Wockhardt & Duncan's Gleneagles International as set up a dedicated

teaching center for paramedics, particularly, nurses and also provide higher-end

courses for doctors.



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Perishability: Services are intangible, they cannot be packed & neither can bestored nor can they be inventoried. The implication is that the service has to be

produced and consumed instantly; there is no scope of storage


Managing demand & supply: That is to say that, there has to be provision forall sorts of stipulations at all times to the greatest possible extent.

E.g. Service developments according to market needs.



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Best and quick service

Same day OPD

Online reports

Imaging/ MRI Scan

Key Hole Surgery

Medical transcription

Biotechnology

Nanotechnology

SST: Self checking Machines/ equipment's


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Continued

This type of segmentation helps the hospital organization's to identify the

status of the users of services

It is essential as the marketing principles recommend different pricing

strategies on the basis of level of income.

This would help hospital organization in charging more from high and middle

income groups, charging equal to cost from the low income group and making

available free services to the noincome group.

This segmentation is concerned with implementation of modernization andexpansion plan for the hospitals.


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Service marketing mix

Product:

At EMERALD we believe that the ultimate aim is to make available the bestpossible medical services and to prepare and train the best medics

Thus, it is very essential for our service providers to be aware of the nature,

behavior, requirements and status of the users

This helps them in planning and development of the services in the background of

users changing needs and requirements

The product should be developed keeping in mind the users psychology.

The main product in a hospital maybe any of the following:

Medical Services

Medical Training

Medical Education

Medical Research


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Product

The main product is the medical

services

services can further be classified as

follows:

Line services

Emergency services

Out-Patient department

In-Patient services

Intensive Care

Operation


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Supportive service:

Official laundry

Hospital medication

Blood bank

Pathology

Radiology

Auxillary services

Temple & meditation

24 hr. chemist

Security arrangement

SEWA

Product


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Levels of service

Core product

Treatment of human ills

Expected product

Infrastructure to support reasonable number of beds

Operation theatres

Equipment'slike Cardio-respiratory supportive equipment

Waiting area

Availability of medicines, drugs, meal and hygiene

Augmented product

Ambience and infrastructure

Central Air-conditioning Personalized assistance

Automation hi-tech equipment's (X-Ray Scanners, Printers, Photo Scanners, etc.)

a terrace garden for patients to walk, exercise

Potential product

Telemedicine & Preventive Care


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Service flower

Core

Treatment

Supplementary services


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Price

Price is one of the most prominent elements in themarketing mix

Price charged must be acceptable to the targetcustomer and it should co-ordinate with otherelements of the marketing mix.

Price charged usually depends on treatmentprescribed by the respective consultants and thefacilities offered to the patients.

an initial deposit will be collected at the impatientbilling counter

The amount depends on the category of room and thetreatment/surgical planned. Various category ofrooms, ranging from the general ward, which attendsto the need of the lower classes to the deluxe suite,which attends to the need of the middle and the upper

classes.


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At EMERALD, we have the patient

guide in each patients room who

provides information with regard to

billing and payment procedures. Patients

can also contact the billing department

for any clarification

For the patients convenience, the

hospital generates an interim bills a bi-

weekly basis. This gives the patient an

idea about a charge payable for the

specified period and avoids confusion atthe time of generating final bills

For e.g.. We have shown the interim bill of

Bombay hospital

Price


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Place

EMERALD is easily accessible, that is, it is notlocated in a heavy traffic zone as this wouldprove detrimental to the very existence of thehospital

EMERALD is located near Worley sea faceand is near a prominent road so that it can bereached easily

Having in house ambulance services to pick uppatients on the other hand increases accessibilityto EMERALD

We also have contracts with ambulance servicesto bring our patients from whichever location tothe hospital.


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promotion

EMERALD relies on favorable word of mouthand not on aggressive promotion

We conduct camps in rural areas to givemedical check ups at reasonable prices

we sponsor visits to old age homes and donatethem a good amount of food and medicines

We continuously introduce different healthservices and we generally advertise in healthand fitness magazines and also conduct free

check ups

EMERALD holds seminars and conferencesrelating to diseases and latest technology, wherewe involve the doctors from all around thecountry, for detailed discussion.


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We at EMERALD usually resort to personal selling for business-to-business

marketing

Both in the case of corporate tie-ups and approaching doctors for patient referrals,

it is our marketing executive who personally approaches the corporate or the

doctor so as to pitch and finalize the deal

In EMERALD, almost all the services are delivered in the customers presence

Front-line personnel are directly involved in the process of offering the services,

due to which they are efficiently informed, trained and supported

we invest a lot in internal marketing by way of training so as to ensure that the

employees are at their best of behavior with the patients and well informed about

the various activities of the hospital, including free check-up camps and talks

promotion


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EMERALD ensures good customer service is by holding training programs for

nurses every 15days, enlighting them about how to handle various patients etc

Good services hence develops good word of mouth

In EMERALD, sales promotion takes place usually by way of Sign up rebates or

discounts

Gift premiums, for ex. Doctors are offered various gifts and benefits in return forpatient referrals

EMERALD, thus uses traditional approaches like printed materials, ranging

from broachers and instruction manuals

EMERALD has a patient guide in every patients room which gives patientvaluable information regarding booking, cancellations, various facilities available,what to expect during the stay, discharge procedure, billing and paymentprocedures etc.

promotion


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People

It is necessary that the staff in a hospital is trained

to provide quality patient care using state of the arttechnology. The objective of EMERALD isproviding quality service to patients and this canbe achieved by:

Motivating employees to be efficient, dedicated and

loyal to the organization

Providing regular on-the-job training of employeesto ensure continuous improvement in health care

Utilizing services of professionally competent

medical consultants

Use of the latest technology

concessions should be given to the employees nearones and there should be active participation of the

employees in the activities of the hospital.


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Physical evidence

Three Aspects of Physical Evidence are: Ambient Factors: Smell in the hospital, Effect of

Colors used on walls Design Factors: Design of the rooms, plush

interiors, ICU location, etc. Social Factors: Type of Patients that come to the

Hospital

The hospital is structured as per the hospitalplanning decided by the Bombay hospitalassociation

Emerald Hospitals has a good ambience

The staff follows a dress code to showprofessionalism and maintain discipline. Thestaff is trained to understand; be warm andcomforting because the patients that goes to thehospital is usually disturbed or unhappy

The hospital is centrally airconditioned


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The signage is put at regular intervals so thatpeople can have easy accessibility

The reception and help desk are on the groundfloor, for easy access to information and otherdepartments

Our hospital is well organized and segregatedinto different departments

The departments are well planned and equippedwith the state-of-the-art technology

All the doctors are provided with a well

equipped cabin

Professional hospital interior designers plan theoperation theater; also the blood bank and theintensive care units are on the same floor inproper spacing and alignment of the OT.

Physical evidence


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There is wooden flooring in the hospital and in thewards, it is marble

Good lighting and ventilation is taken care of

There are different bathrooms for women and men,two on every floor

There are six lifts in total: two for patients, one fordoctors only, one for staff, two for visitors which isused only from 10am -11am in the morning and 4pm

to 6pm in the evening. The rest of the times oneremains for visitors the other are for the cateringdepartment, which has to serve meals

Special care is taken to maintain hygiene; cleanlinessand the whole hospital is welllit. This is generally

taken care of by the housekeeping department.

Physical evidence


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process

It is the way of undertaking transactions, supplying information and providing

services in a way that is acceptable to the consumers and effective to the

organization

The process factor is mainly dependent on the size of the hospital and kind of

service it is offering

Blue print- they go through the following phases


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Productivity and quality

RELIABILITY Ensuring that Doctors are well trained and

experienced

ASSURANCE Trust, the number of successful treatments

TANGIBLES Gate of bldg., surrounding area, Surgery

equipment's, Rooms

EMPATHY Courtesy shown by nurses, ward boys etc

RESPONSIVENESS Emergency responsiveness


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Service marketing triangle

Emerald the healthcare center

Internal marketing

Enabling the promises

Employees- doctors,

nurses etc.Customers- patients

External marketing

Making the promises

Interactive marketing

Keeping the promises


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External marketing

The hospital undertakes external marketing as to promote the service i.e.treatments and facilities to the patients. This has been explained in detail underthe promotion mix and the hospital marketing

Interactive marketing

interactive marketing takes place between the employees and the patients.Interactive marketing describes the employees skill in serving the client/patient

From the time he enters to the time of discharge, the patient has to continuouslyinteract with the hospitals employees by way of talking to the nurses, attendants.

Thus in his vulnerable state of suffering or sickness the patient expects qualitycare along with empathy and consideration of his every need by the hospital staff

Thus the selection, motivation, training of the hospital staff makes hugedifference in the well-being and recovery of the patient.



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Internal marketing

Good and effective interactive marketing is made possible only through efficient

internal marketing

Hospitals undertake internal marketing to train employees and motivate them to

serve customers well

This improves employees competence, responsiveness, problem solving ability as

well as their attitude, goodwill towards patients, all of which in turn will result on

patient well being and recovery or customer satisfaction

An important way of internal marketing is analyzing feedback from regular

customers satisfaction surveys and improving service delivery so that the way of

service delivery itself becomes the marketing of the service



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Internal marketing at emerald

Continuous medical education programs are held periodically so as to make

doctors aware of how new/rare diseases, latest technology etc.

Training programs are held every fifteen days for nurses who come into most

direst and frequent contact with patients, so as to educate them on how to

handle various temperaments/patients

They also collect feedback from customers which will help them continuously

in improving the service delivery.


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Critical incidents

Here, critical incidents are the period prior and during the procedure, discharge andbilling

EMERALD handles this by ensuring that the relatives receive a host of conveniencesat the time. For instance,

In the case of ICU patients, the counselor also arranges meetings between the ICUdoctor and the relatives once a day

Relatives are provided with comfortable cubicles with communication facilities in thewaiting lounge

Prayer rooms are also provided for the relatives

Sometimes there may be more than one consent form for a procedure. This may provea complication that the patient/relatives dont need at the time. Thus, the hospitalensures that the patients consultant or his assistant explain the details of theprocedure to the patient/relatives

The hospital has a separate business center for the efficient and quick processing andpayment of bills. So as to avoid any inconvenience to the patient, the final refund ismade by cheque, and sent to the patient by courier


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Complaint management/ service recovery

EMERALD has a distinct Customer Caredepartment. It is the duty of this department tosort out problems associated with customersatisfaction, complaints

The department takes a round of the hospitaleveryday between 9-12 every morning, collectingfeedback and checking on the service that thepatients and visitors receive

Feedback forms are provided by the ward sister tothe patient at the time of discharge. The patient isasked to fill it and put it in the suggestion boxes

before leaving. The patient is assured of his/heridentity being kept secret from the hospital staff

Suggestion boxes are placed at the nurses stationin each wing.


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The department acts any problems discovered on. For example, if a patient

complains that a particular doctor doesnt arrive on time etc., the doctor ismade aware of the situation/ discomfort caused due to his late arrival and

asked to correct his behavior

Free services offered in case of any fault occurred

If the customer is not satisfied with the services we also offer free tablets to the

customer for his problem

In the event that the patient leaves the hospital with a bad impression, a letter

is seen to the patient, apologizing for the inconvenience and an assurance that

it will be looked into and prevented from happening again.

Complaint management/ service recovery


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Media plan

All media promotions will begin six months before the commencement of the

hospital in order to create some awareness before be become completely

functional

The Ad spend will be maximum in the first year, as this will be when we are

creating awareness about our services and also building a name in societyamong our target audience

Our plan will consist of the following activities along the various lines,

Personal Selling: It involves sending personnel out to schools, pharmacist, doctors and other

hospitals etc.

We will also have walk in seminars to achieve the same end.


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Public Relation:

Direct contact program:

Nurses day celebration on 12th may every year.

Childrens day celebration on 14th November every year.

Celebration of Independence and Republic day in order to shape the young

minds as they will be molding the future.

Education/Awareness:

Magazines newsletter where children will share their experience.

Sponsorship incase of school sports day.

Pharmacist and doctors.

Media plan


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Internal assessment:

Seminars held on a monthly basis for doctors in the auditorium

Get together and informal meetings for staff

Continuous training provided to staff on different issues such as behavior,

personality, etc.

CMEs (continuous Medical educational Programs)

Committees for grievances and accepting constructive criticism.

Media plan


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News paper media plan

Name Of The Paper No. Of times in a week Weekly Budget (Rs.)

Times of India + Wellness

3

6,00,000

Hindu

2

1,00,000

Economic Times

3

3,00,000

Dainik Bhaskar(Regional paper)2

2,50,000

Gujarat Samachar (Regional

paper)

1

50,000

TOTAL

11

13,00,000

Media plan


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Magazine plan

Name of the magazine Weekly Budget

Health and Nutrition 67,500

Health Screen 55,000

ReadersDigest 2,50,000

India Today 4,00,000

TOTAL 7,72,500

Media plan


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Outdoor plan:

Place Weekly Budget

Worli 3,50,000

Mahim (Bombay Scottish) 1,00,000

Juhu ( Maneckji cooper school) 1,00,000

Bandra ( A.V.M. school) 3,00,000

TOTAL 8,50,000

Media plan


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Direct Marketing:

As for direct marketing, we will be sending out brochures/pamphlets on a

selective basis to doctors, hospitals and schools. They can even visit our website

for the same. We also have customer service departments, which will be

entertaining all the calls and queries of the customers.

Media plan


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