A Study On The Effectiveness of Promotional Strategies With Reference To Hope Hospital".

“A Study on the effectiveness of Promotional Strategies with reference to Hope Hospital”.
Introduction
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Statement of the problem:
“A Study on the effectiveness of promotional strategies with reference to Hope Hospital”.
The study is aimed at making an analysis of Hope hospital in order to find out which
promotional activities are helping them to attract patients to the hospital. The main rationale
behind an analysis is to gain realistic corporate knowledge and for the purpose of value
addition.
Management thesis helps in every possible way to get knowledge about sales promotional
activities and its impact on Hope Hospital. The Findings & Suggestions helps Hope Hospital
to improve their existing strategies and to overcome any obstacles so that it results in long
term survival of an organization.
Thesis results provides the data to know how Promotional strategies are building awareness
about the organization and its services on a regular basis and what needs to be expected from
the customer in return. The study is fully fledged in all magnitude here and the same has been
collected by using primary data with survey and by using questionnaires.
By conducting this study I came to know about the impact and effect of Promotional
activities in Hope Hospital and different Promotional Strategy followed by Hope Hospital to
attract patients to the hospital.
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INDUSTRY PROFILE:
The healthcare industry is one of the most vital and rapidly developing industries in the
world. Each year billion worth of investments go into clinical and pharmaceutical R&D and
marketing. The sector is vast and diverse with doctors, patients, pharmaceutical companies,
universities, governments and healthcare professionals involved in the distribution, discovery
and advocacy of the products. Healthcare Public relations & Corporate communications play
an important role in introducing, building confidence, opening up a good market share and
bringing to people innovative clinical remedies. Healthcare communications agencies
worldwide are working to help the stakeholders of the medical field and healthcare sector to
be heard, informed and market products.
Health organizations are facing many challenges in the 21st century that are changing today’s
landscape and molding the future. These organizations are dealing with significant financial
issues related to an ever growing number of uninsured patients and the extensive difference
between reimbursement levels and actual expenditures. This has sparked intense competition,
igniting a battle for insured customers and the push of profitable service lines. Technology
and capital outlay are essential in today’s market place and the costs to acquire and maintain
them are continuously rising. In addition, health care organizations are personally responsible
for fueling one of the biggest expenditures of all- poor quality.
Features are simply a factual statement about our product or service, but benefits provide the
answer to the question that every patient wants to know, which is “What is in it for me?”
Patients need to understand the value, as they are paying out-of-pockets.
A hospital is a health care institution providing patient treatment by specialized staff and
equipment.
Hospitals are usually funded by the public sector, by health organizations (for profit or
nonprofit), health insurance companies, or charities, including direct charitable donations.
Historically, hospitals were often founded and funded by religious orders or charitable
individuals and leaders.
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Today, hospitals are largely staffed by professional physicians, surgeons, and nurses,
whereas in the past, this work was usually performed by the founding religious orders or by
volunteers. However, there are various Catholic religious orders, such as the Alexia’s and the
Bon Secours Sisters, which still focus on hospital ministry today.
In simple words a hospital is an institution that provides medical, surgical, or psychiatric care
and treatment for the sick or the injured.
TYPES OF HOSPITAL
 General
The best-known type of hospital is the general hospital, which is set up to deal with many
kinds of disease and injury, and normally has an emergency department to deal with
immediate and urgent threats to health. A general hospital typically is the major health care
facility in its region, with large numbers of beds for intensive care and long-term care; and
specialized facilities for surgery, plastic surgery, childbirth, bioassay laboratories, and so
forth. Larger cities may have several hospitals of varying sizes and facilities. Some hospitals
have their own ambulance service.
 Specialized
Types of specialized hospitals include trauma centers, rehabilitation hospitals, children's

hospitals, seniors' (geriatric) hospitals, and hospitals for dealing with specific medical needs
such as psychiatric problems (see psychiatric hospital), certain disease categories, and so
forth.
A hospital may be a single building or a number of buildings on a campus. Many hospitals

with pre-twentieth-century origins began as one building and evolved into campuses. Some
hospitals are affiliated with universities for medical research and the training of medical
personnel such as physicians and nurses, often called teaching hospitals. Worldwide, most
hospitals are run on a nonprofit basis by governments or charities.
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 Teaching
A teaching hospital combines assistance to patients with teaching to medical students and
nurses and often is linked to a medical school, nursing school or university.
 Clinics
A medical facility smaller than a hospital is generally called a clinic, and often is run by a
government agency for health services or a private partnership of physicians (in nations
where private practice is allowed). Clinics generally provide only outpatient services.
Market Size
The Indian healthcare industry is projected to continue its rapid expansion, with an estimated
market value of US$ 280 billion by 2020, on the back of increased population growth in
India's low income communities
Large investments by private sector players are likely to contribute significantly to the
development of India's hospital industry and the sector is poised to grow to US$ 100 billion
by the year 2015 and further to US$ 280 billion by 2020.
Private sector's share in healthcare delivery is expected to increase from 66 per cent in 2005
to 81 per cent by 2015. Private sector's share in hospitals and hospital beds is estimated at 74
per cent and 40 per cent, respectively.
The diagnostic market is the fastest growing segment of India's healthcare industry,
according to PricewaterhouseCoopers (PwC), with the segment forecasted to grow to US$ 17
billion by 2021.
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Healthcare sector growth trend in India:
The Indian healthcare industry size is expected to touch US$ 160 billion by 2017 and US$
280 billion by 2020.
0.1 Figure showing Health Sector Growth in India:
Market break-up by revenues:
Of total healthcare revenues in the country hospitals account for 71 per cent.
0.2 Figure showing Market Breakup by revenues:
Healthcare has become one of India's largest sectors - both in terms of revenue and
employment. The industry comprises hospitals, medical devices, clinical trials, outsourcing,
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telemedicine, medical tourism, health insurance and medical equipment. The Indian
healthcare industry is growing at a tremendous pace due to its strengthening coverage,
services and increasing expenditure by public as well private players.
The Indian healthcare delivery system is categorized into two major components - public and
private. The Government i.e. public healthcare system comprises limited secondary and
tertiary care institutions in key cities and focuses on providing basic healthcare facilities in
the form of primary healthcare centers (PHCs) in rural areas. The private sector provides
majority of secondary, tertiary and quaternary care institutions with a major concentration in
metros, tier I and tier II cities.
India's primary competitive advantage over its peers lies in its large pool of well-trained
medical professionals. Also, India's cost advantage compared to peers in Asia and Western
countries is significant - cost of surgery in India is one-tenth of that in the US or Western
Europe.
Market Size
The Indian healthcare industry is projected to continue its rapid expansion, with an estimated
market value of US$ 280 billion by 2020, on the back of increased population growth in
India's low income communities
Large investments by private sector players are likely to contribute significantly to the
development of India's hospital industry and the sector is poised to grow to US$ 100 billion
by the year 2015 and further to US$ 280 billion by 2020.
Private sector's share in healthcare delivery is expected to increase from 66 per cent in 2005
to 81 per cent by 2015. Private sector's share in hospitals and hospital beds is estimated at 74
per cent and 40 per cent, respectively.
The diagnostic market is the fastest growing segment of India's healthcare industry,
according to PricewaterhouseCoopers (PwC), with the segment forecasted to grow to US$ 17
billion by 2021.
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Investment:
Healthcare providers in India are expected to spend US$ 1.1 billion on IT products and
services in 2014, an increase of 5 percent over 2013, according to Gartner.
According to data released by the Department of Industrial Policy and Promotion (DIPP),
hospital and diagnostic centers attracted foreign direct investment (FDI) worth US$ 2,494.98
million between April 2000 and September 2014.
Some of the major investments in the Indian healthcare industry are as follows:
 Sequoia Capital has planned to invest Rs 100 crore (US$ 15.75 million) in Curatio
Healthcare, which is among the fastest growing entrepreneurial-led healthcare
ventures in India.
 Narayana Health has planned to buy out West Bank Hospital for around Rs 200 crore
(US$ 31.5 million). This move would help Narayana Health to increase its presence
in the eastern part of the country.
 Trivitron Healthcare has acquired Mumbai-based imaging accessories manufacturer
Kiran Medical Systems, and Imaging Products (India) Pvt Ltd (IPI).
 GPT Healthcare Pvt Ltd, a Kolkata-based company which operates a chain of
hospitals, has raised an undisclosed amount in private equity funding from
BanyanTree Growth Capital.
 UniverCell plans to foray into the health and fitness category by launching a wireless
health monitor, B.O.L.T in collaboration with American Megatrends India. The
device interprets the body's vital information and lets a user access it through a
specially designed cloud enabled smart app.
 Sterling Group of Hospitals has entered into a joint venture with India Home Health
Care (IHHC) to set up Asilia Home Healthcare that would cater home healthcare
services segment.
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Government Initiatives:
India's universal health plan that aims to offer guaranteed benefits to a sixth of the world's
population will cost an estimated Rs 1.6 trillion (US$ 25.2 billion) over the next four years.
Under the National Health Assurance Mission, Prime Minister Mr. Narendra Modi's
government would provide all citizens with free drugs and diagnostic treatment, as well as
insurance cover to treat serious ailments.
All the government hospitals in Andhra Pradesh would get a facelift with a cost of Rs 45
crore (US$ 7.09 million), besides establishing 1000 generic medical shops across the State in
a few months.
The Central Government has requested the Government of Odisha for allotment of 25 to 30
acres of land for setting up a satellite center of the All Indian Institute of Medical Sciences
(AIIMS) Bhubaneswar as a super specialty healthcare facility.
India and Maldives signed three agreements. The pacts included a MoU on health
cooperation.
The Union Cabinet has approved the proposal for setting up of National Cancer Institute
(NCI) at a cost of Rs 2,035 crore (US$ 320.66 million). NCI will be set up in the Jhajjar
campus (Haryana) of AIIMS, New Delhi. The project is estimated to be completed in 45
months.
Road Ahead:
The outlook for the Indian healthcare industry looks positive owing to high growth rate in
almost all its segments, whether its primary healthcare, secondary and tertiary healthcare,
medical equipment, diagnostics, health insurance or medical tourism. The ever growing
population, increasing government expenditure on health and growing per capita income will
increase the size of this industry in the years to come. Per capita income is expected to
increase at a CAGR of 5.7 per cent over 2012-18. Rising incomes mean a steady growth in
the ability to access healthcare and related services. Moreover, changing demographics will
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also contribute to greater healthcare spending; this is likely to continue with the size of the
elderly population set to rise from the current 96 million to about 168 million by 2026.
However, growing health awareness and precautionary treatments coupled with improved
diagnostics will result in decreasing hospitalization.
The medical tourism market in India is projected to hit US$ 3.9 billion mark this year having
grown at a compounded annual growth rate (CAGR) of 27 per cent over the last three years,
according to a joint report by consultancy firm KPMG and an industry body. The report says
inflow of medical tourists is expected to cross 320 million by 2015
Healthcare providers slowly adapted marketing functions:
Up until the mid-1900s, most “healthcare providers held monopolies or oligopolies in their
markets” and were focused on providing quality care. As part of its responsibility to the
community healthcare providers began communicating with its constituents using public
relations (PR) practices. At this time the industry saw only physicians, donors and politicos
as worthy audiences. They knew they need to maintain relationships with physicians, as they
were the ones referring patients, and they recognized the vital role charitable contributions
played in maintaining its nonprofit operations. With government expanding its involvement
in the healthcare industry especially where reimbursement was concerned. At this time
patients were not seen as a visible audience because they played little part in choosing a
healthcare provider. In the later years the healthcare organizations increased the number of
Health Maintenance Organizations (HMO). These changes in Medicare pushed healthcare
marketers to deploy sales marketing. With the increase reimbursement opportunities,
healthcare providers put a greater emphasis on influencing physician referrals. In an effort to
encourage referrals and build physician loyalty, marketers employed sales tactics and
incentive programs as part of its marketing strategy. In the later on years the healthcare
markets viewed patients as consumers. This change in perspective added consumers to the
list of audiences worthy of marketing efforts and led healthcare marketers to deploy a
marketing tactic used by industries that is advertising. In an effort to sway patient preference
when given a choice by physicians or health plans the use of print, billboards, television and
radio quickly became common practice for healthcare marketers. This increase in
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information gave way to a more informed and demanding consumer providing marketers and
opportunity to add health education materials and special events to its marketing mix.
The complexity of the healthcare industry made it virtually impossible to minimize the
marketing efforts of other industries and professionals were left with no precedent, training
or how to manuals. As Wanless explains, “Healthcare marketing is different than marketing
in other industries. In healthcare marketing the message must contain an element of mission,
goodwill and community service. In other industries, it sounds a bit phony”.
The inability to measure the effectiveness and value of marketing efforts left many
administrators questioning the validity of healthcare marketing. As a result the hospitals
consisted of the slashing of healthcare marketing budgets and significant decreases in staffing
within marketing departments. This shift gave healthcare marketers the opportunity to take a
step back to study their field, making research the focus of their existence. It was at this time
that the first healthcare marketing textbook was written and healthcare marketing was
introduced.
As the healthcare marketing field gained tenure, healthcare providers discovered what most
marketers have also come to learn- it’s easier and less expensive to retain current customers
than it is to gain new customers. This very philosophy brought about the guest relations
programs in which every hospital was, “Trying to win the hearts and minds of the
customers”.
Then healthcare marketers spent a great deal of time studying the market place and their
various customers while also trying to find ways to measure their efforts. During this time,
most marketing efforts were one way communications with mass audiences. In the later on
years there was rise of customer databases, call centers and websites which emerged as
powerful customer relationship management (CRM) tools that engaged consumers.
These new tools gave healthcare marketers the tracking mechanism needed to justify
reclaiming their budgets. This combined with the increase of resources from the, “Massive
wave of hospital mergers” led to a rise in healthcare marketing budgets once again.
Healthcare marketing budgets steadily increased as marketers deployed more strategic efforts
and were able to demonstrate Return on Investment (ROI). However, as healthcare marketers
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became savvier in winning the hearts of consumers, the rise of the internet spawned a more
knowledgeable and empowered consumers than ever before.
These changes in the marketplace gained healthcare marketers a seat at the operations table
for the first time. As organizations realized consumerism was an important component of its
success and that it had an audience far beyond physicians, doctors and legislators,
administrators began to see marketing as part of the hospital’s business strategy rather than
simply a support department. By the 2000 era healthcare marketers had evolved their
toolbox, letting research guide their marketing efforts which were now characterized by a
comprehensive approach. Integrating all advertising, public relations, promotions, direct
mail, interactive media and CRM efforts brought healthcare marketing to a new level as it
approached the 21st century.
Evaluation of Marketing in Healthcare:
The influence of healthcare consumerism today extends to every professional working in the
healthcare system compelling providers to respond to consumers' evolving expectations,
which are mainly based on choice, control, convenience, and customer service. Healthcare is
now purchased from a wholesale and retail-oriented marketing model. Earlier, healthcare
organizations did not need to market their services. The providers operated in semi-
monopolistic environments. There was an almost unlimited flow of customers, and revenues
were essentially guaranteed. This situation began to change. Increasing choice for consumers
opened the door to competition. Healthcare organizations began to appreciate that to sustain
in this new 'bad' world, they would have to introduce modern business practices into the
healthcare arena and adopt concepts and methods long established in other industries. This
led to the concept of direct marketing.
Unfortunately, in the early years healthcare professionals did not like the amalgamation of
the words healthcare and marketing. Many misconstrued marketing for advertising, and,
advertising on the part of health services providers was considered inappropriate. Though
prescribed marketing activities became common early on among healthcare organizations
like pharmaceuticals, medical equipment’s and medical supplies, targeting physicians and
employers, marketing campaigns targeting healthcare consumers i.e. patients were relatively
rare. Healthcare service providers had long resisted the incorporation of formal marketing
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activities into their operations. Nevertheless, physicians, hospitals and other healthcare
organizations had been 'marketing' themselves under the facade of public relations,
physician-relationship development, community services, and other activities, but few health
professionals equated these with marketing.
The use of marketing techniques has proliferated. Modern healthcare programs, such as
freestanding diagnostic centers and rehabilitation clinics, began using marketing as a means
of luring patients from the already established sources of care. Healthcare marketing,
however, initiated as an unstable concept. The marketing professionals that healthcare
imported from other industries failed in their effort to adapt existing marketing techniques to
healthcare uses. Marketing healthcare was not the same as marketing a soft drink! While few
methods and techniques could be transferred untouched from other industries, most
approaches had to be customized to healthcare. Furthermore, experienced marketers from
other industries were not familiar with the healthcare market and, were therefore unable to
appreciate the need for long-term initiatives in this industry.
The formal recognition of marketing as a suitable activity for healthcare providers

represented an important milestone for healthcare. Healthcare organizations then saw the
daybreak to a flurry of marketing activities and got into creating aggressive campaigns.
Medical professionals using jargon like 'the market' along with 'angioplasty', 'arteries' and
'vitamins' became more common. The term 'marketing mix' is now heard commonly in
boardroom discussions housed in the same building complex where patient care is provided,
emphasizing on the 4 P's of Marketing: Product, Price, Place and Promotion. Today, the
industry has matured into a sophisticated and competitive field, meeting the needs of
knowledgeable consumers who are making their own healthcare decisions. The industry is
now being compared to the hospitality sector, and is labeled as a service industry.
The acceptance of marketing by health professionals realized the need for the establishment
of marketing budgets and the creation of numerous new positions within the organizations.
This culminated with the establishment of a marketing department with its' own budget and
staff. Positions like general manager and director for marketing came into existence in many
organizations with responsibilities of contributing to the bottom line, just like any other
department.
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The evolution of marketing in healthcare has been slow and is still an ongoing process. After
years of reluctant acceptance, and constant nervousness between those who enthusiastically
accepted marketing as a function of the healthcare organization and those who tenaciously
resisted it, marketing has now become reasonably well established as a legitimate healthcare
function. Though the industry still suffers from a lack of standardization when it comes to
marketing, healthcare marketers now have a much better understanding of the market and
their 'target audience'. New approaches have been developed specifically for the healthcare
market and reasonably sophisticated market research techniques have been put into place.
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Company Profile:
Since state-of-the-art healthcare is core priority in a fast growing city, Hope hospital
addresses this crucial need of Mysore city with complete commitment.
Hope Hospital is the result of a vision of making "healthcare and wellbeing made simple".
An acknowledged architectural masterpiece known for its:-
 Pollution-free ambience,
 150-bedded,
 Multi-specialty,
 Tertiary care hospital
 Right in the heart of the city.
It is a comprehensive healthcare facility that is dedicated to the people of the city and nearby
districts. Hope Hospital work with a single minded motto of "caring for life". In fact the
entire organization structure is built around this. Right from the moment a patient comes in
seeking attention to the time he or she moves out with a smile, the hospital is committed to
bring a refreshing difference at every point. But making the smile happen is a committed and
competent team of doctors, super specialists and support staff across a wide range of medical
domains. In short the hospital has world class health facility on 24/7 basis.
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Facilities Provided in Hope Heart Hospital:
Cardiac Science
Jointly Headed by Dr. Jayakumar P and Dr. Veena J(Consultant Cardiologist)
Cardiology Department focuses on holistic approach to Cardiac Care through invasive &
non-invasive therapeutic & diagnostic services managed by dedicated team of doctors. At
department of cardiology we have a dedicated team of cardiologists who work in tandem to
provide comprehensive, multidisciplinary care to patients suffering from heart ailments. Our
team of doctors, nurses, technicians and other heart experts are there to ensure excellence in
patient care with human touch.
Urology
Headed by Dr. Kumar Raj Urs(Consultant Urologist)
Top Grade investigate & treatment facilities like urodynamic machine, endourology and
laparoscopic urology etc.
State of the art Operation Theater equipped for urological procedures.
Women & Child Care
Headed by Dr. Sarala Chandrashekar (Consultant Gynec ,Obst & Infertility Specialist)
Hope Hospital provides an entire floor exclusively for women and child care. We are the first
one to usher in the concept of a birth suite as well, in Mysore, because we believe child birth
is truly a joyous occasion and we leave no stone to ensure that parents cherish this experience
for a lifetime! Facilities in this area include 3 birth suites, 2 Labor rooms, Eclampsia ward,
NICU, infertility center and yoga clinic.
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Cardio - Diabetology Care
Department is headed by Dr. Adarsh Pashupathimath(Consultant Physician & Diabetologist)
We offer holistic approach in the management of Diabetics & its complications,

Hypertension, Heart diseases and infectious diseases. We have 2D Echo with color Doppler,
MT facilities in addition to other diagnostic modalities.
Digestive Care
Department is headed by Dr. Chandrashekar G.R (Consultant GI & Laparoscopic Surgeon)
Hope Hospital is equipped with advanced endoscopy unit providing both diagnostic and
therapeutic services. We also have a state of art Laparoscopy unit to provide (Key hole)
surgical care to all patients with surgical problems.
Critical Care Unit
Multi-disciplinary intensive care unit at Hope Hospital headed by Dr. Vaidyanathan

(Consultant in Critical Care Medicine & Intensivist).
It has 12 bedded state-of-the-art MICU with life support equipment’s including ventilators.
We also have separate dedicated Cardiac ICU. These are equipped with multi-parameter
monitors. 2D Echo and centralized medical gas line, Syringe Pump, Infusion Pump facilities
with centralized air-conditioning. This apart, we also have an 8 bedded Surgical Intensive
Care Unit.
New Born & Child Care
Dr. Vinay (Consultant Pediatrician & Neonatologist)
Hope Hospital has a 6 bedded neonatal intensive care unit with dedicated neonatal ventilator.
NICU is equipped with Incubators, radiant warmers, and phototherapy units to cater all kinds
of medical and surgical emergencies in newborn infants with dedicated Neonatologist.
Bone, Joint and Trauma Care

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Headed by Dr. Manjunath Bhargav H.S (Consultant Orthopedics & Trauma Surgeon)
Hope Hospital has a 24x7 trauma care facility. A team of doctors and support staff are ready
to offer modern trauma care management services using cutting edge technologies and
operating facilities. The Emergency & Casualty room is equipped to handle any types of
Trauma Care. The dedicated operation theatre for orthopedic patients is well equipped and
well maintained. Our surgeons use the latest imaging techniques, minimum access surgery,
arthroscopic assisted surgeries, hip & Knee replacements, spine surgeries. The infrastructure
is complete with ICU, post- operative ward and physiotherapy unit.
Brain and Spine Care
Department is headed by Dr. Shivanand (Consultant Neurosurgeon).
Patients with neurological, neurosurgical and spine problems, Hope Hospital offers
comprehensive care- diagnosis, management and rehabilitation. We are well equipped to
treat a wide range of cases, from pediatric to geriatric, neurological, stroke, dementia,
infections, etc. We also have a team of full-fledged Neurophysicians.
NICU
Hope hospital has a 6 bedded neonatal intensive care unit with dedicated neonatal ventilator.
NICU is equipped with Incubators, radiant warmers and phototherapy units to cater all kinds
of medical and surgical emergencies in newborn infants.
Cosmetic & Plastic Surgery Care
It has the best plastic & cosmetic department in Mysore headed by Dr. Swaroop (Consultant
Cosmetic & Plastic Surgeon).
This department provides expert care for patients with all new & advanced procedure.
Cosmetic surgery, a surgical science to beautify one's appearance (popularly known as
cosmetic surgery), has developed to a stage where it can now dare to give finishing touches
to god's most beautiful creation-the human body. But unfortunately most of us remain
ignorant to what wonders the art of cosmetic surgery can do.
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Onco Care Unit
Headed by Dr Anil.Kamath (Consultant Onco Surgeon)
Cancer is fast becoming the commonest disease-affecting mankind. Hope Hospital has
rightly identified Oncology as one of the thrust areas for development.
Services available in Department
 Insertion of PICC / Central lines / Ports etc.

 Bone marrow aspiration & Biopsy
 Medical Oncology services are backed by a team of surgical oncologists,
histopathologists, counselors, dieticians & Physician etc.
 Imaging & Diagnostics
The Department of Radiology comprising well know and experienced, Headed by Dr.Satish
(Consultant Radiologist) Imaging technologies are crucial to management of emergencies
and elective cases. The Radiology department has high end Spiral CT Scanner, Digital X-
Rays, Ultra Sound, Color Doppler and Echo-Cardiography providing round the clock
services.
The Central Laboratory
Department headed by Dr.Damodhar (Consultant Pathologist)
Imaging technologies are crucial to management of emergencies and elective cases. The
Radiology department has high end Spiral CT Scanner, Digital X Rays, Ultra Sound, Cloud
Doppler and Echo-Cardiograph providing round the clock services.
The central Laboratory maintains NABL standards and is equipped with fully automated
biochemistry analyzer and ABG analyzer with basic hematological and histopathological
studies.
Packages available in Hope Hospital:
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Health Checkup Plan
Hope Hospital is committed to wellbeing of the society and believes that prevention is not
merely better than cure; indeed it is the best policy. Consequently, hospital has urge healthy
individuals to seek frequent checkup- so that they get timely medical advice and lead happy
and joyful lives. Hospital offers tailor-made a range of offerings to suit a diverse set of
people with different needs.
 Basic Health Screening

 Basic Heart Check-up
 Diabetic Health Check
 Senior Citizen's Profile
 Executive Health Check
 Diabetes Management
 Pre-employment Check
 Joint pain and Arthritis Check
 Master Health Check
 Comprehensive Health Check
 Well Women Check
 24x7 Healthcare
 24x7 Emergency Services
 24x7 Ambulance
 24x7 Trauma Care
 24x7 Pharmacy
 24x7 Laboratory Services
 24x7 CT Scan & x-ray
Specialties available in Hope hospital:
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 Internal Medicine
 Cardiology
 Pulmonology
 Pediatrics
 Neurology
 Neonatology
 Nephrology
 Dermatology
 Psychiatry
 Pain Clinic
 Anesthesiology
 OBG
 General Surgery
 Neurosurgery
 Orthopedics & trauma
 Ophthalmology
 Urology
 ENT
 Vascular Surgery
 Physiotherapy
Competitors of Hope Hospital:
 Columbia Asia
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 Narayana Hrudalaya
 JSS hospital
 Bhanavi hospital
 Apollo BGS hospital
 Basappa Memorial hospital
 Gopal Gowda Shantiveri Memorial hospital
 Kamakshi Hospital
 Vikram Hospital
Research Objectives:
 To know and understand various promotional strategies followed in Hope Hospital.

 To know and trace out the effectiveness of different promotional activities in Hope
Hospital.
 To analyze the promotional strategies by Hope Hospital.
 To analyze the problems faced by Hope Hospital.
Research Methodology:
The research is concentrated much on the following information:
 Brand awareness in the minds of customer about Hope Hospital?

 What is the effect of Hope Hospital’s Promotional Campaign?
 What are the benefits, improvements required by customers?
 What are the various factors affecting the customers while selecting a hospital?
Methodology:
Research is a systematic method of finding solutions to problems. According to Clifford

woody, “Research compromises of defining and redefining problems, formulating
hypothesis or segmented solutions, collecting, organizing and evaluating data, reaching
conclusions, testing conclusions to determine whether they fit the formulated
hypothesis”.
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Both primary and secondary data have been collected to bring this project report; primary
data have been collected through the personal interview from the respondents. The survey
of the respondents was made on the basis of Random Sampling Method. Questionnaire
had been issued to the respondents to avoid unnecessary delay and to make filling task
easy the questionnaires were prepared in structural manner.
Data Collection:
There are two types of data collection:
1. Primary Data
Primary data is personally developed data and it gives latest information and offers
much greater accuracy and reliability
There are various sources for obtaining primary data i.e. Mail, Survey, Personal
Interview.
Field survey, panel research and observation approach etc.
The study to maximum extent depends on primary data, which is collected by way of
structures personal interview with customers.
The following method is used to collect Primary Data:
 Direct Personal Observation:
Under this method, the investigator presents himself personally before the informant
and to obtain firsthand information. This method gives greater degree of accuracy.
 Telephone Survey:
Under this method the investigator, instead of presenting himself before the
informants, contacts them on telephone and collects information from them.
 Indirect Personal Interview:
Under this method, instead of directly approaching the informants, the investigator
interviews several third persons who are directly or indirectly concerned with the
subject matter of the enquiry and who are in possession of the required information.
This method is highly practicable because the informants are unwilling or reluctant to
supply the information or where the information desired is complex or the study in
hand is extensive.
 Questionnaire method:
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Under this method the investigator prepares a questionnaire containing a number of

questions pertaining to the field of enquiry. Under this method, the investigator
directly contacts the person and collect the information through questionnaire related
to the data. The aims and objectives of collecting the information and requesting the
respondents to cooperate by furnishing the correct replies and fill the questionnaire
with correct information. The success of this method depends upon the proper
drafting of the questionnaire and the cooperation of the respondents.
2. Secondary Data:
Secondary data is the published data. It is already available for using and its saves
time. The main source of secondary data are published market surveys, government
publications, advertising research report and internal sources such as sales, sales
records, orders, customer complaints and other business records. The study has also
depended on secondary data to little extent which is collected through internal
sources.
Methods of obtaining secondary data:
 Published sources:
There are a number of national organizations and international agencies which collect
and publish statistical data relating to business, trade, labor, price, consumption,
production, etc. These publications of the various organizations are useful sources of
secondary data.
 Unpublished sources:
The records maintained by private firms or business house who may not like to
release their data to any other agency are known as unpublished sources of collection
of secondary data.
Techniques of Data Collection:
A questionnaire is designed to collect data and information from the opinion survey of
the hospital. It is meant to extract useful information about the various factors influencing
consumer behaviors. Care is taken to arrange the questions in logical sequence and to
form them in a simple and precise manner to enable to collect authentic and accurate
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response from the customer. The data collected through questionnaire are analyzed and
interpreted conclusion in a systematic.
Field Work:
The field work was conducted in the month of October in the premises of Hope Hospital,
Mysore. The interview with the respondents with a time span of 5-10 minutes on an
average to obtain the required formation for the structured questionnaire was used.
Number of Respondents- 50
The respondents were chosen from different areas of Mysore City.
DATA ANALYSIS TECHNIQUES:
 Tabulation
 Percentage calculation
 Pie charts are the techniques to analyze the data collected from the consumers.
LIMITATIONS OF THE STUDY:
As no person is perfect in this world, in the same way no study can be considered as fully
reliable at one glance. There are a number of uncontrollable factors acting as limitations
in conducting the study. Some of such limitations encountered by me in study are:-
 Data collection is bit complicated.

 Customer response was biased.
 Since the sample size is limited it may lead to the partial true factor about the
research.
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Chapter I
Literature Review
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1.1 Introduction to Marketing:
The first decade of 21st century challenged firms to prosper financially and even survive in
the face of an unforgiving economic environment. Marketing is playing a key role in
addressing these challenges. Finance, operations, accounting and other business functions
won’t really matter without sufficient demand for products and services so the firm can make
a profit. In other words, there must be a top line for there to be a bottom line. Thus financial
success often depends on marketing ability.
Marketing’s broader importance extends to society as a whole. Marketing has helped

introduce and gain acceptance of new products that have eased or enriched people’s lives. It
can inspire enhancements in existing products as marketers innovate to improve their
position in the market place. Successful marketing builds demand for the products and
services, which in turn creates jobs. By contributing to the bottom line, successful marketing
also allows firms to more fully engage in socially responsible activities.
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Marketing is about identifying and meeting human and social needs. One of the shortest good
definitions of marketing is “meeting needs profitability”.
The American Marketing Association offers the following formal definition,
“Marketing is the activity, set of instructions and processes for creating, communicating,
delivering and exchanging offerings that have future value for customers, clients, partners
and society at large”.
Many people sometime think of marketing as, “the art of selling products” but many people
are surprised when they hear that selling is not the most important part of marketing. Selling
is only the tip of marketing iceberg.
What is marketed?
Goods- Physical goods constitute the bulk of most countries production and marketing
efforts. Indian companies market cars, trucks, television sets, machines, industrial chemicals
and various other mainstays of a modern economy.
Services- as economies advance a growing proportion of their activities focuses on the

production of services. Services include the work of airlines, hotels, car rental firm’s barbers,
beauticians, maintenance & repair people, accountants, bankers, lawyers, engineers, doctors,
software programmers and management consultants.
Events- Marketers promote time based events.
Experiences- An amusement water park represents experimental marketing by taking riders

in the water park customers enjoy the thrill provided by these experiences.
Persons- Artists, musicians, CEOs physicians, high profile lawyers and financiers and other
professionals get help from celebrity marketers.
Places- Cities, State, Regions and whole nations complete to attract tourists, residents,
factories and company headquarters.
Properties- Property can be either real property (real estate) or financial property (stocks and
bonds).
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Organizations- Organizations work to build a strong, favorable and unique image in the
minds of their target publics.
Information- Information is essentially what books, schools and universities produce market
and distribute at a price to parents, students and communities.
Ideas- Every market offering includes a basic idea.
Marketing Mix:
The marketing mix is one of the most famous marketing terms. The marketing mix is the
tactical or operational part of a marketing plan. The marketing mix is also called the 4Ps and
the 7Ps. The 4Ps are price, place, product and promotion. The services marketing mix is also
called the 7Ps and includes the addition of process, people and physical evidence.
“The marketing mix is the set of controllable tactical marketing tools – product, price, place,
and promotion – that the firm blends to produce the response it wants in the target market.”
-Kotler and Armstrong (2010).
The marketing mix is often crucial when determining a product or brand's offer, and is often
associated with the four P's: Price, Product, Promotion and Place.
The marketer E. Jerome McCarthy proposed a four Ps classification in 1960, which has since
been used by marketers throughout the world.
Product- A product is seen as an item that satisfies what a consumer demands. It is a

tangible good or an intangible service. Tangible products are those that have an independent
physical existence. Typical examples of mass-produced, tangible objects are the motor car
and the disposable razor. A less obvious but ubiquitous mass-produced service is a computer
operating system.
Price- The Company’s goal in terms of price is really to reduce costs through improving
manufacturing and efficiency, and most importantly the marketer needs to increase the
perceived value of the benefits of its products and services to the buyer or consumer.
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Place- Place is also known as channel, distribution, or intermediary. It is the mechanism

through which goods and/or services are moved from the manufacturer/ service provider to
the user or consumer.
Promotion- All of the methods of communication that a marketer may use to provide
information to different parties about the product. Promotion comprises elements such as:
advertising, public relations, sales organization and sales promotion.
In service marketing, however, the four Ps are expanded to the seven P's or Seven P's to
address the different nature of services. Here in service marketing 3 more P’s are added i.e.
Physical Evidence, Process & People.
Physical Evidence- The evidence which shows that a service was performed, such as the
delivery packaging for the item delivered by a delivery service, or a scar left by a surgeon.
This reminds or reassures the consumer that the service took place, positively or negatively.
People- People are the most important element of any service or experience. Services tend to
be produced and consumed at the same moment, and aspects of the customer experience are
altered to meet the individual needs of the person consuming it.
Process- The processes and systems within the organization that affect the execution of its
service, such as job queuing or query handling.
1.2 Promotional Strategies:
Promotion is one of the marketing mix elements among a system of five in a promotional
plan (often known as the five Ps). These elements are personal selling, advertising, sales
promotion, direct marketing, and publicity. A promotional mix specifies how much attention
to pay to each of the five subcategories, and how much money to budget for each. A
promotional plan can have a wide range of objectives, including: sales increases, new
product acceptance and creation of brand equity, positioning, competitive retaliations, or
creating a corporate image.
Fundamentally, however, there are three basic objectives of promotion:
 To present information to consumers as well as others
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 To increase demand
 To differentiate a product from others in the marketplace.
There are different ways to promote a product in different areas of media. Promoters use
Internet advertisement, special events, endorsements, and newspapers or magazines to
advertise their product. Many times with the purchase of a product there are incentives like
discounts, free items, or contests. These methods are used to increase the sales of a given
product.
Promotional strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable,
competitive advantage. Promotional strategy includes all basic and long-term activities in the
field of marketing that deal with the analysis of the strategic situation of a company and the
formulation, evaluation and selection of market-oriented strategies and therefore contributes
to the goals of the company and its marketing objectives.
Promotional strategies may differ depending on the unique situation of the individual
business or product. However, there are a number of ways to categorize some generic
strategies.
The major elements which compromises of a promotional strategy:
 Goals
Setting realistic goals is a major element of good promotional strategy. The organization can
set realistic goals by stating what the organization wants to accomplish with marketing plan.
One major goal of any marketing strategy is to gain customers and profits. Along with this,
the company’s name and reputation should be developed and built within the community
and, more specifically, in the target market. Brand and identity lay the foundation for the way
customers perceive the company. Another important goal in your strategy will be providing
quality and consistent customer service.
 Target Market
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The identification of the existing and potential customers and their needs is a key element in
a marketing strategy. With this information, the company works to address these needs more
thoroughly or successfully than the competition. Business cannot meet every need for every
person, so business must analyze the market to determine how to focus on the individual
needs within the target market. The goal of identifying your target market and working to
meet their needs is the development of customer relationships and loyalty.
 SWOT
A solid marketing strategy includes an honest SWOT analysis of a business, which is a

breakdown of the company’s strengths, weaknesses, opportunities and threats. If company
name is recognized within the market, that's strength; lack of recognition is a weakness. An
opportunity might come from rising demand somewhere in market; a common threat is new
competitors. The results of the SWOT analysis guide promotional strategy.
 Message
Within a good promotional strategy, the company’s message must be clear and inviting. The
business should stand apart from the rest by communicating a consistent marketing message.
This conveys the company's unique stature as a business that will offer more or better service
or higher-quality product than the competition. Each marketing message should be about the
benefits the company's product or service will offer its customers.
 Activities
Performing various tasks and activities can help to educate the target market about product or
service and is tremendously important to the promotional strategy. These activities, which
typically build on the company’s strengths and the needs of the target market, include
advertising, public relations, Internet networking, exhibitions or other events and use of print
media.
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1.3 Porters five forces for hospital industry analysis:
1. Threat of New Entrants:

 Entry ease/ barriers
 Geographical factors
 New entrant strategy
 Routes to market
2. Bargaining power of Consumers:

 Buyers choice
 Buyers size
 Change cost/frequency
 Product/Service importance
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3. Bargaining power of Suppliers:

 Brand Reputation
 Geographical coverage
 Product/ Service level quality
4. Threat of Substitutes
 Alternatives
 Price/ Quality
 Legislative effects
5. Competitive rivalry within the industry
The threat of new entrant is quite high, if anyone looks as if they are making a sustained
profit; new competitors come into the industry easily reducing profits:
Ex: Max, Excort, Narayana Hrudalaya, Apollo.
Competitive rivalry is extremely high if someone raise prices they ll be quickly undercut.
Intense competition put strong downward pressure on prices.
Buyer power is strong, again implying strong downward pressure on prices and
There is some threat of substitution
Ex: Telemedicine or shifting to other medicine like Ayurveda or natural care
Unless it is difficult to find some way of changing this situation this looks like a very tough
industry to survive in. Maybe Hope hospital need to specialize in a sector of the market that’s
protected from some of these forces or find a related business that’s in a stronger position.
Key Points:
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Porter’s Five Forces Analysis is an important tool for assessing the potential for profitability
in an industry. With a little adaptation, it is also useful as a way of assessing the balance of
power in more general situations,
It works by looking at the strength of five important forces that affect competition:
Supplier Power: The power of suppliers to drive up the forces of inputs
Buyer Power: The power of customers to drive down the prices
Competition Rivalry: The strength of competition in the industry
The Threat of Substitution: The extent to which different products and services can be used
in places of your own
The Threat of New Entry: The ease with which new competitors can enter the market if they
see that hospital is making good profits (and then drive prices down)
By thinking through how each force affects the hospital and by identifying the strength and
direction of each force the hospital can quickly assess the strength of the position and the
ability to make a sustained profit in the industry.
1.4 SWOT ANALYSIS:
Strength:
 Hope Hospital is an integrated healthcare organization with a comprehensive span of

healthcare capabilities enabling to provide end to end service to patients.
 Pollution-free ambience.
 150-bedded, multi-specialty, tertiary care hospital.
 Located in center of the city.
 World class medical care on 24/7 basis.
 Providing high quality healthcare at affordable prices
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 High quality medical facilities and services are offered at cost competitive rates when
compared to the Western & European regions making India the preferred choice for
medical travel.
 Strong medical value system and ethics
 Strong Success rates
 Professional management team with a strong performance culture.
Weakness:
 High attrition rates among the nursing workforce to Western countries and
competitors due to higher salaries and perks being offered by competitors
 High investment in training to staff
 Huge investment in equipment’s
 Raising cost of healthcare delivery makes majority of the private hospital expensive
for a normal middle class family.
Opportunity:
 An opportunity in hospital with global revenues of approximately US$ 2.8 trillion, the
healthcare industry is the world’s largest industry and India is emerging as a major
player in this industry, because of its high population.
 As per the Insurance Regulatory and Development Authority (IRDA), the Indian
healthcare industry has the potential to show the same exponential growth that the
software and pharmaceutical industries have shown in the past decade. Further, as per
the IRDA, only 10 percent of the market potential has been tapped till date and
market studies indicate a 35 percent growth in the coming years.
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 A big opportunity for the industry emerges from the privatization of the insurance
segment, which would extrapolate into a new delivery system in India.
 There is a vast insurable population in India, given that only 2 million people i.e. 0.2
percent of the total population are covered under Med claim. According to a recent
study, there are 315 million potentially insurable lives in the country. First, there are
economic factors that make India an exciting market.
 Since healthcare is dependent on the people served, India’s huge population of a
billion people represents a big opportunity. Today, people are spending more on
healthcare and preferring private services to government ones.
 Hospitals in India are running at 80-90% occupancy. With the demand for healthcare
far exceeding supply, India’s health care industry is expected to grow by around 15%
a year for the next six years. Hospitals in India conduct the latest surgeries at very
low cost. Corporate entities entering the healthcare sector, introducing managerial
practices and tools are showing a marked preference for professionals, leading to the
expansion of the hospital management education industry.
Threats:
 The cost burden is set to increase due to the limited resources, and rising incomes will
translate to higher wages, supply and capital costs.
 Real estate prices have become prohibitively high and a deterrent to take on new
projects.
 This will add to higher costs of Healthcare delivery which has to be borne by the
consumer. Medical equipment accounts for 40-45% of the total expenditure in
hospitals.
 Any change in technology will make existing medical equipment’s obsolete.
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 High rate of advancement in medical technology is leading to shorter lifespan,

obsolescence of medical equipment, requiring medical professionals to upgrade their
skills on a constant basis.
 The density of doctors per 10,000 populations in India is 6 while the world average is
13. There could be a shortfall of over 450,000 doctors in the year 2012.
 Density of nurses per 10,000 populations is 13 in India while world average is 28.
 The migration of skilled technicians and nursing personnel to developed countries
due to higher compensation levels leaves behind a void in quality of personnel at the
disposal of hospitals.
1.5 Promotional Strategies followed in Hope Hospital:
 Corporate Tie ups:
Hope Hospital has tie ups with some of the Corporates in Mysore.
List of companies that are tie up with Hope hospital:
 MEDI - ASSIST India Pvt ltd

 TTK - Health care providers
 TPA - Raksha
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 Bajaj - Allainz Pvt Ltd

 ICICI - Prudential
 BSNL
 Apollo Munich Health Insurance
 Family health plan limited (FHPL)
 Future General Health Insurance
 ICICI Lombard General Health Insurance
 Med Save Healthcare Limited
 I Care TPA Services Limited
 Genins India TPA Limited
 United Health Care Insurance
 Good Health Plant Limited
 E Meditek Health Insurance
 Vipul Med Corp TPA limited
 Star Health & Allied insurance Co limited
 Future General Health Insurance Pvt Ltd
 Reliance General Insurance
 MD India Healthcare Services
 Paramount Healthcare India Ltd
 Health India TPA Services
 Dedicated Healthcare Services TPA Pvt Ltd
 Special day celebration:
Hope Hospital will celebrate special days which are related to Health such as World Heart
day, Blood Donation day & So on. On these days they will conduct special events such as
marathon, blood donation, free checkups, awareness program, and special seminar by
doctors.
 Events:
Hope hospital is also promoting events such as
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• Musical events,
• Art events,
• Cultural events.
 Special Checkups:
Hope hospital is also conducting special checkups for different types of diseases & some of
the health checkups are done for free which is funded by the government to the APL & BPL
card holders.
 Free checkups:
Hope hospital is also conducting free cardiac checkups for different people. After the
checkup is done they will advise the patients the future course of action and they will
recommend the patients with proper medicines.
 Camps:
Hope hospital is also conducting camps in different places. They will go and visit the nearby
villages and towns near Mysore city and they will create awareness programs, health
checkups, free seminar to the people and they will educate the people regarding the disease
and the problems and they will also offer solution to the people.
 Media Advertising:
Print Media: Hope hospital is publishing articles about complicated operations and they are
publishing health related articles in the newspaper.
 Promotional Place:
Based on the Market Responsive Methodology the hospital is located in the Total cardiac
target market where there are no super specialty hospital is there. It is strategically placed.
 Organizing events:
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Both indoor and out-reach programs, play a significant role in marketing of healthcare
institutions. CME, awareness sessions for general public, free check-up camps, organizing
events on health days, conducting interviews of specialists on visual media, printing and
making readily available various emergency or appointment numbers are the commonest
marketing tools.
 Tie ups with government:
Hope hospital has also tie up with Government of Karnataka and with Government of India
they are tie up with schemes like Arogya Bhagya, Vajpayee Scheme where the poor can get
the medical facilities for free which is supported by the Government.
 Special events on Dasara:
Hope Hospital also conducts Special events during Dasara Festival.
 Free checkups in orphanages:
Hope Hospital also conducts free checkups from people in Orphanages.
 Segmentation:
By identifying the right target markets, healthcare marketers deploy their resources most
effectively. Segmentation is particularly important in healthcare, as not all patients,
physicians or donors have the same needs.
 Word of Mouth Advocacy:
Word of Mouth (WOM) advocacy is the most effective and least expensive form of
marketing. Our model assesses WOM influence across a number of channels, touch points,
media and vehicles.
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Chapter II
Findings
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Analysis:
1. Male and Female Respondents:
2.1 Table Showing Gender of the respondents:
Gender Number Of Respondents
Male 30
Female 20
Source: Primary Data

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GENDER
40%
60%
Male Female
Analysis:
It is observed that out of 50 respondents 60% were Male and 40% were Female.
2. Age Group:
2.2 Table Showing Age Group of respondents
Age Group Number Of Respondents
<20 10
20-35 25
35-50 10
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>50 5
Age Group
10%
20%
20%
50%
Below 20 20-35 35-50 Above 50
Analysis:
It is observed from above Table that of the total 50 respondents, 20% of respondents are age
group Below 20 years, 50% are age group Between 20-35 years, 20% are age group Between
35-50 years and 10% are age group Above 50 years.
3. Income Level:
2.3 Table showing Income Level of respondents:
INCOME LEVEL NUMBER OF RESPONDENTS
<3,00,000 25
3,00,000-6,00,000 15
>6,00,000 10
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Income Level
20%
30%
50%
Below 3,00,000 3,00,000 - 6,00,000 Above 6,00,000
Analysis:
It is observed that from above table that of the total 50 respondents, 0% of them are with No
Income, 30% of them are earning Income less than 300000 per annum, 50% of them are
earning Income between 3lakh to 6lakh per annum and 20% of them are earning Income
more than 6lakh per annum.
4. Occupation:
2.4 Table showing occupation of respondents:
Occupation Number of Respondents
Student 25
Pvt Employees 15
Gov. Employees 5
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Others 5
Occupation
10%
10%
50%
30%
Students Pvt Employees Gov Employees Others
Analysis:
It is observed that from above table that of the total 50 respondents, 10% of them are Govt.
Employees, 30% of them are Pvt. Employees, 50% of them are Students and 10% of them
are others.
5. Are you aware of Hope Hospital?
2.5 Table showing awareness of Hope Hospital:
Yes 45
No 5
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Awareness of hospital
10%
90%
Yes No
Analysis:
In the above graph we can see that out of 50 respondents 90% of the people were aware of
Hope Hospital and only 10% was not aware of Hope hospital.
6. How do you come to know about this hospital?
2.6 Table showing people knowing about hospital:
Source Number of respondents
Pamphlet 10
Referral by friends 10
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Word of mouth 5
Referral by doctor 25
Total 50
Source: Primary data
Knowing of hospital
20%
50%
20%
10%
a. Pamphlet b. Referral by Friends

c. Word of Mouth d. Referral by Doctor
Analysis:
In the chart we can see that out of 50 respondents 20% said they came to know about hospital
with Pamphlet and 50% said by referral by doctor and 10% told by Word of Mouth and 20%
told by referral by friends.
7. Do you think services provided by the hospital are sufficient?
2.7 Table showing overall customer satisfaction:
Customer satisfaction Number of respondents
Satisfied 45
Unsatisfied 5
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Total 50
Are you sufficient with the service

provided by hospital
10%
90%
Yes No
Analysis:
In the above chart we can see that out of 50 respondents 90% told they were sufficient with
the service provided by the hospital and only 10% told they were not sufficient.
8. Do you feel comfortable to stay in Hope Hospital?
2.8 Table showing number of people comfortable to stay in hospital:
People comfortable Number of respondents
Comfortable 45
Not comfortable 5
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Total 50
Do you feel comfortable to stay in cauvery

hospital
10%
90%
Yes No
Analysis:
In the above chart we can see that out of 50 respondents 90% said they were feeling
comfortable to stay in Hope Hospital and 10% were feeling uncomfortable in staying in
hospital.
9. How do you feel the attitude of doctors?
2.9 Table showing what respondents feel about attitude of doctors:
Attitude of doctors Number of respondents
Excellent 30
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Good 10
Fair 10
Bad 0
Total 50
Attitude of doctor
0%
20%
20% 60%
a. Excellent b. Good c. Fair d. Bad e. Extremely bad
Analysis:
In the above chart we can see that out of 50 respondents 60% said the attitude of doctors
were excellent and 20% said it was good and 20% told it was fair and bad and extremely bad
was 0%.
10.Why you would choose Hope Hospital?
2.10 Table showing reason for choosing Hope hospital by patients:
Reason for choosing hospital Number of respondents
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Doctor opinion 20
Friends opinion 10
Trust 5
Family opinion 5
Location of hospital 3
Price 2
Experience 5
Total 50
Reason for choosing Cauvery Hospital

10%
4%
6%
40%
10%
10%
20%
a. Doctor opinion b. Friends opinion c. Trust

d. Family opinion e. Location of hospital f. Price
g. Experience
Analysis:
In the above chart we can see that out of 50 respondents 40% choose hospital based on
Doctor’s opinion and 20% Choose on Friends opinion and 10% choose for Trust and 10%
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choose for family opinion and 6% choose for Location of Hospital and 4% choose for Price
and 10% choose for experience in the hospital.
11.Are you aware of the services offered at Hope Hospital?
2.11 Table showing number of people aware of services offered by Hope hospital:
People aware of services offered by Hope hospital Number of respondents
Aware 40
Unaware 10
Total 50
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AWARENESS OF SERVICES IN CAUVERY

HOSPITAL
20%
80%
Yes No
Analysis:
In the above chart out of 50 respondents 80% said they were aware of services in Hope
Hospital and 20% said they were not aware of services in Hope Hospital.
12.Would you like to receive calls and messages about Promotional

activities in the hospital?
2.12 Table showing respondents liking to receive calls and messages about Promotional
activities in the hospital:
Respondents liking to receive calls and messages Number of respondents

about Promotional activities in the hospital
Yes 30
No 20
Total 50
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WOULD YOU LIKE TO RECEIVE CALLS AND

MESSAGES ABOUT PROMOTIONAL ACTIVITIES
FROM CAUVERY HOSPITAL
40%
60%
Yes No
Analysis:
In the above Chart we can see that out of 50 respondents 60% said they like to receive calls
and messages about promotional activities and 40% said they don’t like to receive calls and
messages about promotional activities.
13.In the time of emergency which hospital you Prefer the most?
2.13 Table showing respondents preferring the hospital during the time of emergency:
Hospital Number Of Respondents
Apollo 15
Narayana Hrudalaya 10
Hope Hospital 10
Vikram Hospital 10
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Jss 5
IN TIMES OF EMERGENCY WHICH HOSPITAL YOU

PREFER
20%
30%
20%
20%
10%
a. Apollo b. Narayana Hrudalaya c. Jss d.Cauvery Hospital e. Vikram
Analysis: In the above chart we can see that out of 50 respondents 20% choose Vikram
Hospital and 20% choose Hope Hospital and 10% choose JSS and 30% preferred Apollo and
20% choose Narayana Hrudalaya.
14.If your family member is having problems with heart, which hospital
you will recommend the most?
2.14 Table showing respondents recommending the hospital for family member who is
having heart problems.
Hospital Number of Respondents
Apollo 10
Hope Hospital 10
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Vikram 15
Jss 5
Narayana Hrudalaya 10
WHICH HOSPITAL YOU WOULD CHOOSE

FOR FAMILY MEMBER WHO IS HAVING
HEART DISEASE
20%
30%
20%
20%
10%
a. Apollo b. Narayana Hrudalaya c. Jss d.Cauvery Hospital e. Vikram
Analysis:
In the above chart out of 50 respondents 30% choose Vikram and 20% choose Apollo and 20%
Narayana Hrudalaya and 20% Choose Hope hospital and 10% choose JSS.
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15.Would you like to read the articles written by Doctors in the

newspaper?
2.15 Table showing respondents reading the articles written by doctor in newspaper:
Yes 45
No 5
Would you like to read the articles written by

Doctors in the newspaper?
10%
90%
yes no
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Analysis:
In the above chart we can see that out of 50 respondents 90% said they like to read the
articles written by Doctors and 10% didn’t like to read the articles written by Doctors.
16.Which among the media you like the most for promotion?
2.16 Table showing responding preferring the Media for Promotion:
Media Number Of Respondents
Television 15
Radio 5
National Magazine 5
Local Newspapers 10
Billboards 10
Internet 5
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Preferred Media For Promotion

10%
30%
20%
10%
20%
10%
Television Radio National Magazine Local Newspapers Billboards Internet
Analysis:
In the above chart out of 50 respondents 30% preferred Television and 10% preferred Radio
and 10% preferred National Magazine and 20% preferred Local Newspapers and 20%
preferred Bill boards and 10% preferred Internet.
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17.Are you satisfied with the Promotional activities done in Hope

Hospital?
2.17 Table showing respondents satisfied with the Promotional activities done in Hope
Hospital:
Yes 45
No 5
ARE YOU SATISFIED WITH THE PROMOTIONAL

ACTIVITIES DONE IN CAUVERY HOSPITAL
10%
90%
Yes No
Analysis:
In the above chart we can see that out of 50 respondents 90% said they were happy with the
promotional activities done in Hope hospital and 10% were not satisfied with the
promotional actives in Hope hospital.
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18.Do you think promotion through E Mail will help you?
2.18 Table showing respondents telling Promotion through E Mail will help them or not:
Yes 40
No 10
DO YOU THINK PROMOTION THROUGH

EMAIL WOULD HELP YOU
20%
80%
Yes No
Analysis:
In the above graph we can see that out of 50 respondents 80% said E Mail promotion will
help them and 20% said it won’t help them.
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19.Are you willing to attend awareness camps and checkups which are
held in hospital?
2.19 Table showing respondents willing to attend awareness camps and checkups which are
held in hospital.
Yes 45
No 5
Are you willing to attend awareness camps

and checkups which are held in hospital?
10%
90%
Yes No
Analysis:
In the above chart we could see that out of 50 respondents 90% were willing to attend camps
and checkups which are held in hospital and 10% are not willing to attend camps and
checkups in the hospital.
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20.Are you willing to attend seminar on Health awareness?
2.20 Table showing respondents willing to attend seminar on Health awareness in hospital:
Yes 40
No 10
Are you willing to attend seminar on Health

awareness?
20%
80%
Yes No
Analysis:
In the above graph we can see that out of 50 respondents 80% said they are willing to attend
seminar and 20% said they are not willing to attend.
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21.Do you think promotion through Social Media will help you?
2.21 Table showing respondents telling promotion through Social Media will help them or
not
Yes 30
No 20
Do you think promotion through Social

Media will help you?
40%
60%
Yes No
Analysis:
In the above chart we can see that out of 50 respondents 60% said Promotion through social
media will help them and 40% said it won’t help them.
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22.Would you like to refer Hope hospital to your friends and relatives?
2.22 Table showing respondents likely to refer Hope Hospital to their friends and relatives.
Yes 40
No 10
Would you like to refer Cauvery hospital to your

friends and relatives?
20%
80%
Yes No
Analysis:
In the above chart we can see out of 50 respondents 80% told they would refer Hope Hospital
for their relatives and friends and 20% told they won’t refer.
23.Were you satisfied with the treatment provided in the hospital?
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2.23 Table showing respondents satisfied with the treatment provided in the hospital:
Yes 40
No 10
Were you satisfied with the treatment

provided in the hospital?
20%
80%
Yes No
Analysis:
In the above chart we could see out of 50 respondents 80% were happy with the treatment
provide in the hospital and 20% were not happy with the treatment provided in the hospital.
68 | P a g e
24.How do you feel about the staff members and their responses
towards your queries and doubts?
2.24 Table showing respondents showing their feeling about the staff members and their
responses towards their queries and doubts.
Time Taken Number of Respondents
Quick Response 30
Timely Response 15
Delayed Response 5
No Response 0
How do you feel about the staff members and

their responses towards your queries and
doubts?
10% 0%
30%
60%
Quick response Timely response Delayed response No response
Analysis:
In the above chart out of 50 respondents 60% told staff addressed their queries and doubts
quickly and 30% told timely and 10% told delayed response and 0% told no response.
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25.What type of Services do you expect from Hope Hospital in future?
2.25 Table showing the type of services respondents expect from Hope Hospital in future.
Services Number of Respondents
Reduction in cost 10
Better Services 30
Better Facilities 10
What type of Services do you expect from

Cauvery Hospital in future?
20%
20% 60%
Better Service Better Facilities Reduction in costs
Analysis:
In the above chart we could see that out of 50 respondents 60% told Hope Hospital can
provide better Service in future and 20% told they can provide better facilities in future and
20% told they can reduce their costs.
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Chapter III
Summary of Findings
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1. Most of the Observant were Male.
2. Most of the respondents are between 20-35 years.
3. Most of the respondents were students.
4. Most of the respondents were aware of Hope Hospital.
5. Most of the respondents told that they came to know about Hope Hospital when they were
referred by a doctor.
6. The respondents were sufficient by the services provided by the hospital.
7. Respondents were feeling comfortable to stay in Hope Hospital and they had no issues or
complaints with it.
8. Respondents also told that the Attitude of doctor is excellent in Hope Hospital.
9. Respondents told that the Doctor’s opinion matters the most for respondents for choosing
Hope Hospital.
10. Respondents were also aware of the services which are available in Hope Hospital.
11. Respondents told that they like to receive calls and messages about Promotional
Activities from Hope Hospital.
12. Respondents told that they preferred Apollo hospital during the time of emergency as
their emergency helpline was easy to recall.
13. Respondents also told that they preferred Vikram hospital for recommending the hospital
for family member who is having heart problem.
14. Respondents told that they like to read the articles written by Doctors.
15. Respondents told that they preferred Television as a media for promotion and they also
told that it would be better if they see ads related to health.
16. Respondents also told that they were happy with the promotional activities done in Hope
Hospital and they told that the activities were sufficient.
72 | P a g e
17. Respondents also told that promotion through Email will help as they will check the
mails which is related to the health
18. Respondents told that they were willing to attend camps and checkups which are held in
the hospital.
19. Respondents also told that they were willing to attend the seminar on health awareness
which is held in Hope Hospital.
20. Most of the respondents were having accounts in Social Media such as Facebook and
twitter and they told that Promotion through Social media will help them as they are active in
Social Media.
21. Most of the respondents said that they refer Hope Hospital for their friends and relatives.
22. Respondents were satisfied with the treatment provided in the hospital.
23. Hospital staff provided quick response to the queries of the respondents.
24. Respondents felt that the hospital can provide better services in the future.
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Chapter IV
Conclusions and suggestions
74 | P a g e
Suggestions:
 Special Number:
Hope Hospital would have to have a special number like Apollo has (Dial 1098
during the time of emergency) so that it will be easy for the people to dial the number
during the time of emergency.
 Online file sharing:

An online file sharing service provides a way to store and access documents, data,
photos and video in the cloud rather than storing the information locally on a device
hard drive or removable media.
 Online reports:
An online report sharing service provides a way to store and access reports relating to
the patient rather than storing the information locally on a hard drive so that patient
won’t be burdened with carrying the reports all the time with him.
 Online consultation for members:

With the help of internet the members can come on to video conferencing and can
contact doctors and they can share their health related problems. Video conferencing
can be done with the help of computer software such as Skype.
 Use of social media:

The hospitals can use social media such as Facebook and Twitter and with the help of
digital marketing the hospital can increase its awareness even in internet media.
 International Accreditation:
With the rising popularity of traveling to foreign countries for medical care, many in
the US are raising concerns about the quality of healthcare that can be obtained
abroad and how medical travelers can ensure the provider(s) they've chosen overseas
are reputable. The largest and most widely recognized of the many accreditation
providers in the US is the Joint Commission. The Joint Commission International
75 | P a g e
(JCI) also offers accreditation to medical providers internationally. It is one of the

most stringent hospital accreditation processes where evaluation is done under 1033
measurable parameters. Hospitals can work towards obtaining the JCI seal which will
Help them garner international accreditation and thus get patients from abroad.
 Strategic alliances with global insurance majors' travel and charter operators:
The hospital can also make strategic alliances with global insurance major travels
such as
HDFC, Allianz, American Express and Travel safe.
 Medical tourism organizations and corporates like International SOS, Blue

Cross.
Hospital can also tie up with major tourist organizations like Thomas Cook and
corporates like International SOS and Blue cross, Blue shield.
 Advent of the internet:

Hospitals should capitalize on the advent of the internet and develop new media
forms to promote the services offered by them. E-detailing such as video-
conferencing and the use of email and related technologies to promote two way
communications are very useful. The hospital website too can serve as a source of
information gathering and interaction for outstation patients.
 Use of Status in Social Media:

With the help of Twitter and Facebook the hospital can look for patients. Suppose if
someone meets with an accident or if someone falls sick and uploads a status telling
he or she has fallen sick then the hospital can reply or respond to that status or tweet
telling “we are here to help” and they can guide the patient to the hospital.
76 | P a g e
 Social Media referrals:

When a person contacts the hospital email to make an appointment, a social media
team member calls that person back to set up an appointment. This optimizes and
facilitates tracking and quantifying social media referrals.
 Sharing health tips:

Hope Hospital can also share health tips on Social Media and it can help in getting
touch with the people.
 Helping During Crisis:

Hope Hospital can also help in getting touch with the people during a crisis such as
natural calamities they could send a team of doctors to help the patients and they
could also help to communicate with the people.(Ex: AP Hud Hud)
 Search Engine Optimization:

A Research reported that 72% of internet users say they looked online for health
information within the past year. Hospitals must make themselves easily accessible so
they can be quickly found whenever a prospective patient is looking for help. This is
primarily accomplished through search engine optimization, which involves using
keywords in online communications that correlate with various patient needs, but also
involves making sure that online content is relevant and dynamic.
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Conclusion:
Within a decade of its inception Hope Hospital has made huge strides in terms of providing
services. With low cost hospitals, affordable services by healthcare clinics, health packages it
gained the trust of the people within a very limited time competing with old trustworthy
service players like Apollo, Wockhardt etc. It has created an image for itself as a healthcare
unit which provides high quality services at an affordable price. Hope Hospital has limited in
years to come, with stake in Parkway healthcare would be high quality and trustworthy
healthcare service provider.
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Chapter V
Bibliography:
79 | P a g e
Bibliography:
 Marketing Management - Philip Kotler

 Marketing Research - Naresh K. Malhotra
 Hope Hospital Website
 Wikipedia
 www.learnmarketing.net/promotion.htm
 www.cultbranding.com
 www.fiercehealthcare.com
 www.ibef.org
80 | P a g e
Chapter VI
Appendix:
81 | P a g e
Appendix
Promotional Strategies Questionnaire
Dear Respondents,
I Gautham student of MBA III Semester, National School of Business have undertaken
project titled “Promotional Strategies used in hospital”. Hence I Request your kind co-
operation by sparing your precious time in answering the following questions and providing
information.
1. Name:
2. Age:
3. Sex:
4. Occupation:
5. Are you aware of Hope Heart Hospital?
6. How do you come to know about this hospital?

a. Pamphlet
b. Referral by Friends or Doctor
c. Word of Mouth
d. …..
7. Do you think services provided by the hospital are sufficient?
8. Do you feel comfortable to stay in Hope Hospital?
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9. How do you feel the attitude of doctors?

a. Excellent
b. Good
c. Fair
d. Bad
e. Extremely bad
10. Why you would choose Hope Hospital?

a. Doctor opinion
b. Friends opinion
c. Trust
d. Family opinion
e. Location of hospital
f. Price
g. Experience
11. Are you aware of the services offered at Hope Hospital?
12. Would you like to receive calls and messages about Promotional activities in the
hospital?
13. In the time of emergency which hospital you Prefer the most?
a. Apollo
b. Narayana Hrudalaya
c. Jss
d. Hope Heart Hospital
e. Vikram
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14. If your family member is having problems with heart, which hospital you will
recommend the most?
a. Apollo
b. Narayana Hrudalaya
c. Jss
d. Hope Heart Hospital
e. Vikram
15. Would you like to read the articles written by Doctors in the newspaper?
16. Which among the media u like the most for promotion?
a. Television
b. Radio
c. National Magazines
d. Local Newspapers
e. Billboards
f. Internet
17. Are you satisfied with the Promotional activities done in Hope Hospital?
18. Do you think promotion through E Mail will help you?
19. Are you willing to attend awareness camps and checkups which are held in hospital?
20. Are you willing to attend seminar on Health awareness?
21. Do you think promotion through Social Media will help you?
22. Would you like to refer Hope hospital to your friends and relatives?
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23. Rate the satisfaction level with the treatment provided in the hospital?
a. Highly Satisfactory
b. Satisfied
c. Average
d. Dissatisfied
e. Highly dissatisfied
24. How do you feel about the staff members and their responses towards your queries
and doubts?
a. Quick response
b. Timely response
c. Delayed response
d. No response
25. Rate the charges of medical treatment in the hospital
a. Highly satisfied
b. Satisfied
c. Average
d. Dissatisfied
e. Highly Dissatisfied
26. What type of Services do you expect from Hope Hospital in future?
a. Better Service
b. Better Treatment
c. Reduction in costs
85 | P a g e

A Study On The Effectiveness of Promotional Strategies With Reference To Hope Hospital".

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“A Study on the effectiveness of Promotional Strategies with reference to Hope Hospital”.

Statement of the problem:

“A Study on the effectiveness of promotional strategies with reference to Hope Hospital”.

Types of specialized hospitals include trauma centers, rehabilitation hospitals, children's

A hospital may be a single building or a number of buildings on a campus. Many hospitals

Healthcare sector growth trend in India:

0.1 Figure showing Health Sector Growth in India:

Market break-up by revenues:

0.2 Figure showing Market Breakup by revenues:

Healthcare providers slowly adapted marketing functions:

Evaluation of Marketing in Healthcare:

The formal recognition of marketing as a suitable activity for healthcare providers

An acknowledged architectural masterpiece known for its:-

Facilities Provided in Hope Heart Hospital:

Jointly Headed by Dr. Jayakumar P and Dr. Veena J(Consultant Cardiologist)

Headed by Dr. Kumar Raj Urs(Consultant Urologist)

State of the art Operation Theater equipped for urological procedures.

Women & Child Care

Cardio - Diabetology Care

Department is headed by Dr. Adarsh Pashupathimath(Consultant Physician & Diabetologist)

We offer holistic approach in the management of Diabetics & its complications,

Department is headed by Dr. Chandrashekar G.R (Consultant GI & Laparoscopic Surgeon)

Critical Care Unit

Multi-disciplinary intensive care unit at Hope Hospital headed by Dr. Vaidyanathan

New Born & Child Care

Dr. Vinay (Consultant Pediatrician & Neonatologist)

Bone, Joint and Trauma Care

Brain and Spine Care

Department is headed by Dr. Shivanand (Consultant Neurosurgeon).

Cosmetic & Plastic Surgery Care

Onco Care Unit

Headed by Dr Anil.Kamath (Consultant Onco Surgeon)

Services available in Department

 Insertion of PICC / Central lines / Ports etc.

The Central Laboratory

Department headed by Dr.Damodhar (Consultant Pathologist)

Packages available in Hope Hospital:

Health Checkup Plan

 Basic Health Screening

Specialties available in Hope hospital:

Competitors of Hope Hospital:

 To know and understand various promotional strategies followed in Hope Hospital.

The research is concentrated much on the following information:

 Brand awareness in the minds of customer about Hope Hospital?

Research is a systematic method of finding solutions to problems. According to Clifford

There are two types of data collection:

Under this method the investigator prepares a questionnaire containing a number of

Techniques of Data Collection:

The respondents were chosen from different areas of Mysore City.

DATA ANALYSIS TECHNIQUES:

LIMITATIONS OF THE STUDY:

 Data collection is bit complicated.

1.1 Introduction to Marketing:

Marketing’s broader importance extends to society as a whole. Marketing has helped

The American Marketing Association offers the following formal definition,

Services- as economies advance a growing proportion of their activities focuses on the

Events- Marketers promote time based events.

Experiences- An amusement water park represents experimental marketing by taking riders

Ideas- Every market offering includes a basic idea.

Product- A product is seen as an item that satisfies what a consumer demands. It is a

Place- Place is also known as channel, distribution, or intermediary. It is the mechanism

1.2 Promotional Strategies:

Fundamentally, however, there are three basic objectives of promotion: