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Health Care ServicesMarketing
Nilesh Dhumal-KHR2011SMBA24P002
Ramesh Gaonkar-KHR2011SMBA24P006
Batch 24
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1. Introduction about Service Marketing2. Introduction of Health Service Marketing
3. Function and Systems of Hospital
4. Basic Precautions
5. What is patient satisfaction? Expectations ?6. Why Customer satisfaction?
7. Factors that promote Demand Affordability Perspective
Promotion Avenues
Attitude Perspective
Quality Perspective
To the Rural areas & the poor
8. Examples
Index
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What is Service Marketing? Examples: Defense, Postal, Education, health,
Religious Services, Hospitals, Airlines, Hotels,
Law Firms, Entertainment, etc Definition: Activity or benefit that one party can
offer to another that is essentially intangible anddoes not result in the ownership of anything. Its
production may or may not be tied to a physicalproduct
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Services Unique characteristic - 1
INTANGIBILITY
Customer is unable to experience theproduct
prior to purchase
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Services Unique characteristic - 2
PERISHABILITY
Cant be stored
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Services Unique characteristic - 3
INSEPERABILITY
Production & consumption
happen at the same place and cannot beseparated
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Services Unique characteristic - 4
VARIABILITY
Difficulty in establishing consistency inquality across Providers or within providers across Time across Delivery Centers
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Challenges in Service Marketing
Giving a feel for the product
Managing Demand Fluctuations
Maintaining Quality Cost Containment
Attitudinal block in using proven marketingprinciples in service marketing
http://www.thehindubusinessline.com/http://www.thehindubusinessline.com/http://www.thehindubusinessline.com/7/29/2019 Service Marketing--Health Care Service MARKETING
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India spends least on healthcare among BRICSnations
http://www.thehindubusinessline.com/http://www.thehindubusinessline.com/http://www.thehindubusinessline.com/7/29/2019 Service Marketing--Health Care Service MARKETING
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India may be growing as fast as the other BRICS economies, but itsspending on healthcare is much lower.
Data from World Bank confirm that among the comparable BRICSnations, which have similar socio, political and economic influence inthe globe, India spends the least on public healthcare.
Among all the BRICS nations, India's share of public expenditure in thetotal health expenditure is the lowest in each of the years between2004 and 2009 (Graph 2). Both the Indian and Chinese governments
appear to be allocating less to health, compared to other BRICSnations.
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Introduction
Health Care services are becoming more significanttoday than ever before in India.
Along with the growth of the industry and services, thedemand for health care is also increasing.
But, what is of concern to the average Indian is the
prohibitive cost of this health care.
Many insurance companies have come into play andthey are taking over this burden of increased cost in
health care.
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Function and Systems of Hospital
In case of patients admitted in hospital, many groups getinvolved. Six Stages get involved with respect to hospitaltreatment for patient, namely:
Admission
Diagnosis
Treatment
Inspection
Control
Discharge
These stages are not mutually exclusive and may be
interlinked
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The Main Functions of Hospital may belisted as follows Environmental System-> Physical Environment of the
hospital affects patients response to treatment.
Social System-> The attitude of staff towards patientscan have positive effects , otherwise , the effect canbe negative.
Cultural Relationships->Lower group income people
have problem in communicating with physicianswhich is oblivious. The barrier exists because oflanguages and class differences can have bothpositive and negative effects.
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Basis Precaution Have a proper display boards and proper directionsto reduce noise and confusion and might reducevariability .
Places where hospitals can reduce the variability areas follows
Waiting line of form admission
Information counter
Waiting room
Operation Theatre, Recovery room, Ward (cantcontrol)
Visit of registrar
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What is patient satisfaction?
Patient Satisfaction is hospital services andits perception by the patient minus patientexpectations
0 = Patient Satisfied
- = Patient Dissatisfied+ = Patient Delighted
Patient satisfaction measures need to bedeveloped from the patients perspective
Patients are becoming better informed Involve patients for making improvements
Patient satisfaction is not Static but Dynamic
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Patient Expectations
Good Medical Care
Good Nursing Care
Less Waiting Time
Excellent Hospitality
Personal Attention
Courteous Behavior
Affordable Charges
Cleanliness
Good Coordination
Cooperation among
the Staff Discipline
Communication &Information
Transparency incharges andprocedures
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Why customer satisfaction?
Health care is generally becomingcompetitive
Providers must not only maintain highclinical standards but also service thatsatisfies the patients
To meet the dual challenge, providers
must have an understanding of whatconstitutes both clinical excellence andcustomer satisfaction
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Sustainability Perspective
Increasing patient awareness and technology acceptance
Government as well as the voluntary sector is underincreasing pressure to meet costs.
International NGOs support for operating expenses havelowered.
Developing a differential price mechanism and other
strategies to become self-sufficient through user fees andattracting paying patients.
Private practitioners have also recognised that goodwill ofthe community increases their clientele.
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Factors that promote Demand
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Availability Perspective Services are available for longer or
convenient hours
Patients are provided information throughBrochures, Publicity, etc on servicesavailable
Services are reliable and offered promptly
Required equipment are available
Patient friendly Systems & Procedures
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Factors that promote Demand
- Accessibility Perspective
Good public transportation
Centrally located Outreach Programs to reach out to the Rural
People
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Factors that promote Demand
- Affordability Perspective Standard pricing structure
Charges affordable by most of the people in the
Community Transparency in Patient Fees no hidden
charges
Simple procedure for getting free/subsidizedcare
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Factors that increase Demand
- Promotion Avenues Structured approach with designated staff
Good Rapport with Community
Publicity through different media Promotion at Outreach activities
Meetings/seminars for other doctors
Developing a referral network
Promotion through satisfied patients
Industrial tie-up for routine examination oftheir employees
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Factors that affect Demand
- Attitude Perspective
Reasons for Low Demand:
Sophisticated technology will automatically triggerdemand
Belief that patients, if need eye care, will definitely cometo us
Providing Service as per Providers Convenience
Systems & Procedures are not patient friendly
Gap between Patients Expectations & ProvidersPerception
Lack of patient orientation
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Factors that promote Demand
- Quality Perspective Skilled Doctor & other staff
Standard Clinical Protocol
Good Administrative System & Procedures
Courtesy & Politeness Proper Explanation
Clean environment and comforts meeting or exceedingexpectations
Systems to monitor clinical outcomes & Patient satisfaction
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Factors that promote Demand
- to the Rural areas & the poorReasons for Low Demand:
No one to Escort
Fear of Surgery
Ignorance
No desire for surgery
No time for Surgery
No money for surgery
Promoting Demand:
Counseling to buildconfidence that Staff
will take care Health education
Explain benefits
Free Transport/Food
Free/subsidizedSurgery
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Dr Devi Prasad Shetty (born on May 8, 1953) is an Indian philanthropist and a cardiacsurgeon. Dr. Shetty is accredited with pioneering quality medical care at affordable
prices by achieving economies of scale. He was awarded the prestigious PadmaBhushan , third highest civilian award in India for his contribution to the field of affordablhealthcare.
Dr.Shetty believes that, "Charity is not scaleable. If you give something free, you will runout of money". He started Narayan Hrudayalaya. He believes that the cost of
healthcare can be reduced by 50 percent in the next 510 years if hospitals adopt theidea of economies of scale
In August 2012, Dr. Shetty announced an agreement with TriMedx, a subsidiary ofAscension Health, Ascension Health is the largest Catholic and largest non-profit healthsystem in USA. TriMedx is believed to have saved US $166 Million for its patients till
date
In 2012, Dr Shetty spoke on Aamir Khan's show, Satyamev Jayate, that he has openeda new medical insurance scheme in rural India where the poor pay a minute Rs. 10 permonth for a yearly medical insurance plan provided by his hospitals and tele-clinicsaround India.
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http://www.narayanahospitals.com/
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Thank You