SERVICE MARKETING IN HEALTHCARE INDUSTRY

APOLLO HOSPITALS
PRESENTED BY : SALONI NANDA BBA (4519/09)

INTRODUCTION TO HEALTHCARE INDUSTRY

Healthcare industry is a wide and intensive form of service providing industry which are related to well being of human beings. Health care is the social sector and it is provided at State level with the help of Central Government. Health care industry covers hospitals, health insurances, medical software, health equipments and pharmacy in it.

FACTORS ATTRACTING CORPORATES TO HEALTH SECTOR

Recognition as an industry Socio-Economic Changes Brand Development Extension to Related Business Opening of the Insurance Sector

SERVICE TRIANGLE
COMPANY

PROVIDER

CUSTOMER

CLASSIFICATION OF HOSPITALS

INTRODUCTION TO APOLLO HOSPITALS

Dr. Prathap C. Reddy, Chairman, Apollo Hospitals Apollo Hospitals Group is the acknowledged leader in bringing super specialty world-class healthcare to India. It is presently the largest integrated healthcare company in Asia. Single-largest healthcare employer in the private sector Network of 5,000 doctors across more than 50 specialties: Proven strength to attract clinical talent across continents 70% of consultants qualified / trained / worked in UK / USA

Their nurses qualify for international placements (UK / USA) with a fair degree of ease

THE APOLLO HOSPITALS GROUP PRODUCT LINE

7 Ps OF SERVICE MARKETING
Product Place Promotion Price People

Process
Physical evidence

1. PRODUCT
Both intangible and tangible, seeking to satisfy the new wants and demands of the consumer. Service products of the hospitals normally have the following features: Quality Level Accessories Packaging (Bundling) Product line Brand name

PRODUCT AT APOLLO HOSPITALS

Apollo hospital provides quality healthcare services with more than 53 branches across the country. Prominently Apollo is known best for heart problems and Knee and Hip replacement surgeries besides other major ailments. The specialties include
1. 2. 3. 4. 5. 6. 7. Heart Orthopedics, Spine, Cancer Care, Gastroenterology, Neurosciences Nephrology.

2.PLACE
Under hospital marketing, distribution of Medicare services plays a crucial role. Location of the hospital, instrumentality is a very important factor .

PLACE OF APOLLO HOSPITALS

Apollo Hospitals has around 8500 beds across 53 hospitals in India and overseas. It is located in 15 different places across India which include :
1. 2. 3. 4. 5. 6. 7. 8. Ahmedabad Bangalore Bhubaneswar Chennai Delhi Mauritius Mysore Sri Lanka

3.PROMOTION
Word-of-mouth plays an very important role in promotion of hospitals. Either advertisement or PR or sometimes both help in increasing sales . Print media like Newspapers, Magazines Journals and Periodicals is also important . CSR activities are undertaken to create awareness among the people like : 1. Aids awareness camp, 2. Blood donation camps

PROMOTIONS AT APOLLO HOSPITALS

Apollo promotes itself through the Community Initiatives viz 1. SACH Save a Childs Heart 2.CURE Extends preventive as well as rehabilitative cancer treatment to the economically backward. 3.SAHI Society to Aid the Hearing Impaired 4.DISHA Distance Health care Advancement Project

Internal customers of the hospitals which includes doctors, nurses, supporting staff etc. Patients

Currently engages more than 19,000 doctors, nurses, paramedics, clinical staff and management professionals to manage over 8500 beds across 53 hospitals in India and abroad. Along with this Apollo Hospitals has several courses along with research facilities to facilitate innovation.

Different tasks that are performed by the hospital. Communication within the setup of experts and specialists of different disciplines. Quick and healthy service under all situations from the staff

The largest achievement of the Apollo Group has been to take quality health care to across the length and breadth of India. This operation in itself involves very established procedures and documentation. It has been a major player in scripting the medical landscape of the nation. This is primarily because the group has continuously been at the helm of several game-changing innovations in Indian health care. Apollo hospitals is NABH, NABL accredited and also has ISO 9002 award

Physical evidence can be in the form of smart buildings, logos, mascots etc. Proper diagnosis and cure of the problem. Diagnostic equipments used in the hospitals

Apollo Hospital has been know for its quality health care services. Provides the services for all the ailments & diseases, assuring the healthy recovery with quality care from the staff. Apollo Hospitals conducts a rigorous site survey process as well to take care of various parameters in all their hospitals.

Absolute total charge increase Corridors for individual item codes Competitive price limits

Reasonable return on investment (ROI)

The hospital is priced premium and it can afford to do the same because of its positioning and its assurance as well as the reliability on the brand of Apollo Hospitals. Along with it, it also helps that there are so many locations and specialties in Apollo Hospitals. Thus a patient is reassured of his well being.

Healthcare will no longer be shaped by differences of our past but the commonalities of the future

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