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C O U R S E T I T L E : S E R V I C E S M A R K E T I N G

PRISTINE HOSPITALS

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Presented By:HAVINAL.M.NVARUN GOWDA.NPRADEEP .DRAVICHANDRA.MMANJUNATH.GSANJU.C.DUTT

HEALTH CARE (HOSPITAL)

INDUSTRY

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CONTENTS

Introduction Factors attracting corporates to health sector

Service marketing triangle

Classification of hospitals

Unique characteristics

7 Ps

Segmentation

Pristine Hospitals Future of Industry

Suggestion & Conclusion

Bibliography

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INTRODUCTION

Healthcare industry is a wide and intensive form ofservices which are related to well being of human

beings.

Health care is the social sector and it is provided atState level with the help of Central Government.

Health care industry covers hospitals, healthinsurances, medical software, health equipments and

pharmacy in it.

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FACTORS ATTRACTING CORPORATES TO

HEALTH SECTOR

Recognition as anindustry

Socio-Economic Changes

Brand Development

Extension to RelatedBusiness

Opening of the InsuranceSector

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SERVICE TRIANGLE5

PROVIDER

COMPANY

CUSTOMER

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CLASSIFICATION OF HOSPITALS6

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UNIQUE CHARACTERISTICS7

Intangibility

Association

Physical representation Documentation

Perishability

Peak time Essential

Services

Variability

Training to doctors

Training to external

customers

Inseparability

Training of internal

employees Innovational services

Video Conferencing

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7 Ps

Product

Place

Promotion Price

People

Process Physical evidence

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PRODUCT9

Both intangible andtangible, seeking tosatisfy the new wantsand demands of theconsumer.

Service products of

the hospitals normallyhave the followingfeatures.

Quality Level

Accessories

Packaging (Bundling)like offering full healthcheckup.

Product line

Brand name

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PLACE10

Under hospitalmarketing, distributionof Medicare services

plays a crucial role.

Location of the hospital,Instrumentality etc.Ex. Sai baba hospital inWhitefield, Bangaluru.

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PROMOTION11

Word-of-mouth plays anvery important role inpromotion of hospitals.

Either advertisement orPR or sometimes both.

Print media likeNewspapers, MagazinesJournals andPeriodicals.

Hoardings and wallwritings near themarkets and recreation

centers. CSR activities to create

awareness among thepeople.

Ex. Aids awarenesscamp, Blood donationcamps etc.

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PRICE12

Absolute total chargeincrease

Corridors forindividual item codes

Competitive pricelimits

Reasonable return oninvestment (ROI)

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PEOPLE13

Internal customers ofthe hospitals whichincludes doctors,nurses, supporting

staff etc.

Patients

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PROCESS14

Different tasks that areperformed by thehospital.

Communication within

the setup. Experts and specialists of

different disciplines

Quick and healthy

service under allsituations from the staff.

Result

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PHYSICAL EVIDENCE15

Physical evidence can bein the form of smart

buildings, logos, mascots

etc. Proper diagnosis and

cure of the problem.

Diagnostic equipments

used in the hospitals.

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SEGMENTATION16

Need for segmentation: In a nutshell, hospital

organizations need toundertake segmentation

in order to simplify theirtask of creating andstimulating demand.

In this way they can

identify the potentialcustomers, transformthem into actualcustomers and furtherinto habitual customers.

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SEGMENTATION Cont

Non-users: They lack the willingness, desire andability (income & leisure time).

Potential Users: They have the willingness but themarketing resources have not been used optimally to

influence their impulse.Actual Users: They are already using the services

generated by the hospital

Occasional Users: They have not formed the habitof visiting hospitals

Habitual Users: They have formed a habit andavail of the services regularly.

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MARKETING IN HOSPITALS18

Marketing in HospitalsMarketing is unethicalwas the frequent refrainin the eighties, when

very few hospitalsrealized that it wasnecessary to incorporatemarketing as an integralfunction in the hospitaloperations.

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MARKETING ACTIVITIES19

Many hospitals have eminent personalities from theindustry in their Board of trustees.

Private hospitals can attract their shareholders by

offering discounts. Hospitals have long-term understanding with PPOs

(Preferred Provider Organization), which furtherhave understanding with corporates.

Some hospitals by means of their past track recordhave created a niche market for themselves.

Hospitals can also promote medical colleges

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PRISTINE HOSPITAL

Started in July 2005

Multispecialty facilities

To target only high end

patients With international

standards

With well-known visitingdoctors

Specially to servecorporates in Bangalore.

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PRISTINE HOSPITAL

Pristine claims to maintain the best of medicalstandards with a record of over 200,000 treatedpatients,

3,15,000 preventive health checks done,

98.5 percent success rate in 600 neuro surgeries,etc.

Helping the company maintain a balance betweenthe corporate culture and rigorous medicalexcellence is recognition of IT as intrinsic to everyprocess, whether it is day-to-day running ofhospitals, education or telemedicine.

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FUTURE OF INDUSTRY

World-wide it is slated to be a $ 6 trillion market in2007.

Growth Rate of 8 - 10 % per annum in India.

Increasing salary and living standards of people. Corporate hospitals growth is rapid.

India presently attracting patients from all over theworld.

Cheaper price and higher success percentage,specially in Heart related as well as kidneytransplantation.

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SUGGESTIONS

US research shows that 80% of the revenues form apatient comes in the first 72 hours post- admission.

large percent of revenues come from specialized

services like operations and surgeries. Revenues from medicines if they are supplying them

in-house.

Family Health Plan Services (FHP).

Effective Stress Management Program.

Food services and laundry etc will become"purchased" services.

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SUGGESTIONS

Starting research institute along with educationalinstitutes.

Trapping the unoccupied market.

Deviating towards Ayurveda treatments likemassaging.

Entering into beauty treatments, body slimming andweight management etc.

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CONCLUSION

Since we say Health is wealth in all circumstances.

Hospitals and doctors are the predominantcontributors towards taking care of health.

The service given by these institutes will be thehighest value in the mind of the people.

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BIBLIOGRAPHY26

Services Marketing (6th Edition) (Prentice-HallSeries in Marketing) by Christopher Lovelock andJochen Wirtz (Hardcover - Oct 7, 2006)

Services Marketing: Concepts, Strategies, & Cases byK. Douglas Hoffman and John E.G.Bateson (Hardcover - Dec 16, 2005)

http://www.apollohospitals.com/

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THANK YOU

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