Value proposition: Apollo Hospitals

Apollo Hospitals value proposition lies in the brand name which has earned the trust of the people
through its services that they have been providing since 1938, all over the world. Apollo Ranchi,
along with brand name also exudes value for patient in terms of the low cost model of treatment .
With automated systems for getting appointment, Apollo Hospitals has an efficient method of
handling appointments & managing the crowd. Also with the state of art healthcare infrastructure it
has the capability to handle the most complex of surgeries. Since Apollo Hospital does not do much
of marketing/promotion, most of the first time patients at Apollo are because of word-of-mouth
communication from its patients or because of the name/trust it has earned over the years.

Going by the definition, strangers are those customers who have not yet had any transactions
(interactions) with a firm and may not be even aware of the firm. With the unique efficient & time
conserving experience provided by Apollo Hospitals to its patients, right from the time the patient
enters the hospital, ensures that customers move up the ladder of relationship and by the time they
leave , they become Partners to the Hospital i.e. trust and commitment creation from the patients
end which often leads to customers acting as marketers for the hospital to the external world via
word-of-mouth communication.

The relationship ladder starts with acquiring the customers which basically starts with new patients
entering the hospital & the treatment given to them right from the beginning, which inculdes making
the patient feel comfortable with the doctor going to operate him as well as with the whole surgical
process. Then comes the stage of Satisfaction, where in patients are treated/operated & then post
the operation enough personal care is given to the patient by ensuring regular visits/checkups by
doctors. Post this the patients are moved to the stage of Retaining by ensuring a superlative social
experience which cannot be matched by any other competitor. Then the patients are moved up the
relationship ladder i.e. to Enhancing by giving them an opportunity to interact with all the hospital
staff which ensures that the customer creates a relationship i.e. trust & commitment with the
hospital which in turn makes the patient a partner to the hospital i.e. the patient acts as an marketer
to the external world for the hospital.

Customer Perceived Value:

Customer perceived value is the difference between the Total Customer Benefits ("What customer
gets") and the Total Customer Cost("What customer gives"). In this case, the various benefits that
Apollo Hospital gives its patients ( instances listed below ) clearly outweigh the total customer cost.

Confidence Benefits:-
> Appointment given trough an efficient automated system
> State of the art healthcare infrastructure
> Deep geographical access
> Excellence driven by strong fundamentals
Social Benefits:-
> Apollo group as a whole has touched over 18 million lives.
> Lots of walking, conversation; not a lot of lying in bed; no TV
> Wealth of knowledge & experience across diverse geographies.
Special treatment Benefits:-
> Apollo has consistently led game-changing developments through cutting-edge technology
> Universally recognized for pioneering spirit & commitment to healthcare