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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.
Ways to overcome this drawback:
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.
Characteristics of hospital industry
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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
Ways to overcome this drawback:
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.
Characteristics of hospital industry
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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.
Service marketing triangle
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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
Service marketing triangle
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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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