Beruflich Dokumente
Kultur Dokumente
PRISTINE HOSPITALS
Presented By:
HAVINAL.M.N VARUN GOWDA.N PRADEEP .D RAVICHANDRA.M MANJUNATH.G SANJU.C.DUTT
CONTENTS
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Introduction Factors attracting corporates to health sector Service marketing triangle Classification of hospitals Unique characteristics 7 Ps Segmentation Pristine Hospitals
Future of Industry
Suggestion & Conclusion Bibliography
INTRODUCTION
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services 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.
Recognition as an
industry Socio-Economic Changes Brand Development Extension to Related Business Opening of the Insurance Sector
SERVICE TRIANGLE
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COMPANY
PROVIDER
CUSTOMER
CLASSIFICATION OF HOSPITALS
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UNIQUE CHARACTERISTICS
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Intangibility
Variability
Inseparability
Perishability
Innovational services
Video Conferencing
7 Ps
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Process
Physical evidence
PRODUCT
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tangible, seeking to satisfy the new wants and demands of the consumer. Service products of the hospitals normally have the following features.
PLACE
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Under hospital
PROMOTION
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Word-of-mouth plays an
very important role in promotion of hospitals. Either advertisement or PR or sometimes both. Print media like Newspapers, Magazines Journals and Periodicals.
writings near the markets and recreation centers. CSR activities to create awareness among the people. Ex. Aids awareness camp, Blood donation camps etc.
PRICE
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increase Corridors for individual item codes Competitive price limits Reasonable return on investment (ROI)
PEOPLE
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Internal customers of
the hospitals which includes doctors, nurses, supporting staff etc. Patients
PROCESS
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performed by the hospital. Communication within the setup. Experts and specialists of different disciplines Quick and healthy service under all situations from the staff.
Result
PHYSICAL EVIDENCE
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in the form of smart buildings, logos, mascots etc. Proper diagnosis and cure of the problem. Diagnostic equipments used in the hospitals.
SEGMENTATION
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Need for segmentation: In a nutshell, hospital organizations need to undertake segmentation in order to simplify their task of creating and stimulating demand. In this way they can identify the potential customers, transform them into actual customers and further into habitual customers.
SEGMENTATION Cont
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ability (income & leisure time). Potential Users: They have the willingness but the marketing resources have not been used optimally to influence their impulse. Actual Users: They are already using the services generated by the hospital Occasional Users: They have not formed the habit of visiting hospitals Habitual Users: They have formed a habit and avail of the services regularly.
MARKETING IN HOSPITALS
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Marketing in Hospitals
Marketing is unethical was the frequent refrain in the eighties, when very few hospitals realized that it was necessary to incorporate marketing as an integral function in the hospital operations.
MARKETING ACTIVITIES
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industry in their Board of trustees. Private hospitals can attract their shareholders by offering discounts. Hospitals have long-term understanding with PPOs (Preferred Provider Organization), which further have understanding with corporates. Some hospitals by means of their past track record have created a niche market for themselves. Hospitals can also promote medical colleges
PRISTINE HOSPITAL
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patients With international standards With well-known visiting doctors Specially to serve corporates in Bangalore.
PRISTINE HOSPITAL
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standards with a record of over 200,000 treated patients, 3,15,000 preventive health checks done, 98.5 percent success rate in 600 neuro surgeries, etc. Helping the company maintain a balance between the corporate culture and rigorous medical excellence is recognition of IT as intrinsic to every process, whether it is day-to-day running of hospitals, education or telemedicine.
FUTURE OF INDUSTRY
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2007. Growth Rate of 8 - 10 % per annum in India. Increasing salary and living standards of people. Corporate hospitals growth is rapid. India presently attracting patients from all over the world. Cheaper price and higher success percentage, specially in Heart related as well as kidney transplantation.
SUGGESTIONS
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patient comes in the first 72 hours post- admission. large percent of revenues come from specialized services like operations and surgeries. Revenues from medicines if they are supplying them in-house. Family Health Plan Services (FHP). Effective Stress Management Program. Food services and laundry etc will become "purchased" services.
SUGGESTIONS
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institutes. Trapping the unoccupied market. Deviating towards Ayurveda treatments like massaging. Entering into beauty treatments, body slimming and weight management etc.
CONCLUSION
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BIBLIOGRAPHY
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Series in Marketing) by Christopher Lovelock and Jochen Wirtz (Hardcover - Oct 7, 2006)
Services Marketing: Concepts, Strategies, & Cases by
K. Douglas Hoffman and John E.G. Bateson (Hardcover - Dec 16, 2005)
http://www.apollohospitals.com/
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THANK YOU