SERVICE MARKETING

Presented by – Sweta Leena PandaId – FMS/MBA/2015-17/000308

Healthcare Sector – Overview

Governed by the Ministry of Health and Family Welfare

Today the total value of the sector is more than $40 billion

Employs 8 million people directly and indirectly

Growth of 9.8% between 2000-2011

Corporate hospitals constitute less than 1 per cent of all institutes

Investment of $14.4 Bn needed by 2025 to increase its bed density to at least two per thousand population

Healthcare Sector – Overview

Governed by the Ministry of Health and Family Welfare

Today the total value of the sector is more than $40 billion

Employs 8 million people directly and indirectly

Growth of 9.8% between 2000-2011

Corporate hospitals constitute less than 1 per cent of all institutes

Investment of $14.4 Bn needed by 2025 to increase its bed density to at least two per thousand population

HOSPITAL

DOCTOR PATIENT

Service marketing triangle Hospital Industry Service

Characteristics

Intangibility (High) Association Physical representation Documentation

Perishability (High) Peak time Essential Services

Inconsistency (High) Quality of service offered differs from one

extreme to another.

Variability (Low) Training to doctors Customers experience

Inseparability (Low) Training of internal employees Innovational services

Characteristics

Brand Colors

Product PromotionPlace

• Emergency services • Ambulance services • Diagnostic services • Pharmacy services • Causality services • Master health check up• Executive Health check up

• Health care hospitals have around covered area .

• Perfect location • How many hospitals all

over India .

• Ethical healthcare service and Creating a pleasant environment for patients. (Word of mouth advertisement)

• Paper & television advertisements.

• Web pages & online e channeling facility.

• Articles

7 P’s OF SERVICE MARKETING

Brand Colors

PricePhysical

evidence People

• Price usually depends on treatment prescribed by the respective consultants and the facilities offered to the patient.

•Motivating employees to be efficient, dedicated and loyal to the organization.Offering regular on-job training of employees to ensure continuous improvement in health care.Utilizing services of professional competent medical consultants.Use of latest technology.

• The Joining Phase• The Intensive treatment

Phase• The detachment Phase• Feedback

7 P’s OF SERVICE MARKETING

Process

• Physical evidence is the environment in which the service is delivered with physical or tangible commodities and where the hospital and the customer interacts.

HOSPITAL

DOCTOR PATIENT

Service marketing triangle Treatment of human illsHospital Industry

Service Levels of products

Augmented

Expected Product

Core product

Ambience:Central Air-conditioningAutomation equipment's (X-Ray Scanners, Printers, Photo Scanners etc. Canteen , ATM ,Wifi ,Laundry ,Chemist

Infrastructure to support reasonable number of beds Operation theatresEquipment's – like Cardio-respiratory supportive equipment

Treatment of human ills

HOSPITAL

EMPLOYEES PATIENT

Service marketing triangle

Medical Personnel Medical Technology

Values Hospitality

Materials and GarmentsCatering Departments

Official Laundry Laboratories

Registration and indoors case records Store Management

Transportation Management Mortuary Arrangement

Engineering and Maintenance service Rehabilitation center

Physio therapy Speech therapy

Dr-addiction and mental health

Zone of tolerance

DesiredService

AdequateService

Zone of

Tolerance

Predicted Service

Explicit ServicePromises

Implicit ServicePromises

Word-of-Mouth

Past Experience

Less

More

Less

Less

Tolerance Level

Zone of tolerance

Adequate Service

Desired Service

Less

Gap Analysis

Hospital Administration thinks that patients want better food but patients are more concerned with

nurse and doctor’s responsiveness

1 Management perception

Patient Expectation

In Hospital, Compounders are ordered to give a fast service but in how much time specification it is not

mentioned.

2 Service Quality

Specification

Management Perception

It is seen in Hospitals that there are some unskilled Compounders and nurses which are giving services to

the patient.

3 Service Delivery

Service Quality

Specification

There is few GAPS in between Service Delivery and External Communication (Over promising)

4 External Communication

Service Delivery

Gap Analysis

HOSPITAL

DOCTOR PATIENT

Service marketing triangle Strategies for shifting demand to Match

capacity in Hospital IndustryStretch time, labor, facilities and

equipment.Cross-train employees.Request overtime work from employees.

• Schedule employee training.

Demand Too High Demand Too LowFlex Capacity

Take care of loyal or “regular” customers first.Charge full price for the service--no discounts.

• Use advertising to increase business from current market segments.

• Modify the service offering to appeal to new market segments.

Demand Too High Demand Too LowShift Demand

HOSPITAL

DOCTOR PATIENT

Service marketing triangle Dimensions of service quality in Hospital

IndustryLeast Important factors

Most Important factorsReliability

Assurance

Tangibles

Responsiveness

Empathy

Arrive at hospital

Go to ward or

emergency

Receiving treatment

Receive medicine

Interim Bill payment

Getting food under observation

Check inFinal

payment discharge

HOSPITALSTRETCH

OR WHEEL CHAIR

ELEVETOR . STAIRS /ECU

LABORATORY MEDICINE DELIVARY

TRAYREGESTRAT

ION BILL DESK

Enquiry help desk

Examine by

doctors

Provide diagnostic

report

Proving nursing

care

Taking payment

Provide prescribe

fund

Transfer patients to respective

ODP or ward

Process discharge

Preparation to patient to ward

Maintenance

machinery

House keeping

Preparing food

Account Department

Doctor certification

Registration system

Billing

Physical evidence

Patient

On stage

Back stage

Support Process

Line of Interaction

Line of Visibility

Line of Inter Interaction

Hospital Industry Blue Print