MAX

HEALTHCARE

Submitted

by:
Tarunima Mago: 009
Robin Vishal: 038
Abhilasha Singh: 058
Sandeep Kumar: 061
(B.Tech. MBA-Dual
Degree)

About MAX.
Max

Healthcare Institute is based in

New Delhi, India. Was first Set-up in
2000.
Owned by Max India Ltd., established
in 1985.
Max India Ltd. Is a Public Limited
Company, listed in NSE and BSE of
India. With nearly 37k shareholders.
Dr. Ajay Bakshi as MD and CEO.
Providing healthcare in over 30
disciplines.

Situated in Delhi, NCR,

and
Punjab.
Operating In 6 cities.
10 Centres.

MAX Group.
MAX
MAX
MAX
MAX
MAX
MAX
MAX

Healthcare.
Life Insurance.
BUPA.
NEEMAN.
Speciality Products.
India Foundation.
Antara.

Service Blueprint For

Hospital.

Max

Operational Design.
Based

on Simulation model.
It provides information about the
number of persons in a certain
segment.
All persons are assumed to have
a constant walking behavior.

Operational Design
Objectives.
To

regulate patient/visitor traffic.

To cut down operational costs.
To favor quick accessibility to
testing labs, operation theatres.
To consider future expansion.

7Ps Of
Marketing

7Ps Of Marketing
1.PRODUCT:
Core

Level: Comprises of basic treatment

facilities and services offered by the
hospital like the diagnostic, emergency and
casualty services.

Expected

Level: It comprises of the

cleanliness and hygiene, air conditioning,
comfort levels maintained in the hospital.

Augmented

Level: International patient

services, expat services, complimentary
services.

:
1.Emergency Services:
Emergency Medicine
Dedicated & fully equipped

resuscitation

procedure.
Trained Ambulance staff.
World-class communication infrastructure.
Fully equipped cardiac life support
ambulances.
State-of-the-art emergency response and
management system.
Specialized Dialysis unit.

2. Superspeciality services

Aesthetic and Reconstructive Surgery

ENT
Eye Care
Oncology/Cancer care
Minimal Access surgery
Orthopedics
Obstetrics and Gynaecology
Medical and surgical gastroenterology
Endocrine Surgery
Cardiac Surgery
Metabolic/ bariatric surgery
Neurosciences
Audiology and speech therapy
Dermatology

3. Medical Services:
Injuries
Cardiac problems
Respiratory Problems
Stroke
Diabetes
Maternal/Neonatal
Epilepsy
Unconsciousness
Animal Bite
Fever
Infections

4. International patients
services
Get expert opinion
Relationship Managers
Appointment-Facilitation.
Newsletters
Information on various special

offers,

benefits etc.
Access to exclusive events.
Complimentary ambulance services.
Upgrade cards for privileged
members.

5. Other Services
Blood

Bank
24*7 Max Pharmacy
Regional Translators
Lab Services 24 *7

PRICE

Pricing strategy in case of the hospital is decided after

consultation with the concerned doctors.

Discounts:
-Get 10% Discount on OPD (Investigations,
Diagnostics & Consultations) in MAX HEALTHCARE
http://synergydiscounts.com/OutletDetails.aspx?
PartnerID=473.438

Loyalty programmes: Offer various discounts and

waivers.
Maxoffers loyalty programmes for customers. The
cost in most cases is between Rs 500 and 3,500,
depending on the tenure and the scheme.

CARD CARE
APOLLO HOSPITAL(Bangalore):Rs 500
15-20 per cent discounts on OPD and diagnostics, 15 per cent
on health check-up, free dental check-up, 6 per cent on
medicines, 10-15 per cent on room rent

FORTIS HEALTHCARE*(All network hospitals):free

10 per cent discount on OPD and diagnostics, free ambulance
for pick up and drop, priority admission and exclusive
assistance

MAX HEALTHCARE INSTITUTE(New Delhi):free

10-20 per cent discount on OPD, hospitalization
and diagnostics, 5 per cent on medicines

INDUS HEALTH PLUS(10 cities):Rs 3,500 or Rs 900

15-40 per cent discount on OPD, diagnostics, MRI scan and CT
scan, 10-20 per cent discount on hospitalisation and 10 per cent
on pharma

SBI platinum Corporate cards:

1.

30%Inaugural discount on all Standard Preventive Health

Check at Max. Healthcare for new card members (limited
period offer valid for one month).
20%discount on Max Standard Preventive Health Check - for
existing card members.
15%discount on eye and dental treatments.
20%discount on Outpatient Diagnostics, Investigations
and
15%discount on Consultation fees.
10%discount on Inpatient - Room rent, Investigation and
Diagnostics.
Quarterly discounts on lifestyle packages.
Invites to various free camps and talks.

2.
3.
4.
5.
6.
7.
8.

PLACE
Max

Superspeciality hospital, Saket

Max superspeciality hospital,
Patparganj
Max superspeciality hospital, Shalimar
bagh
Max superspeciality hospital,
Pitampura
Max superspeciality hospital,
Panchsheel park
Max superspeciality hospital, Gurgaon
Max superspeciality hospital, Noida

PROMOTION

Blog: http://maxhealthcarehospitals.blog.com/

Facebook Page:
https://www.facebook.com/MaxHealthcareHospitals
Social snapshot

Roughly 70% of women diagnosed with#BreastCancer have

no identifiable risk factors for the disease.

Youtube: http://www.youtube.com/user/maxhcvideos

Twitter: https://twitter.com/MaxHealthcare

Pinterest: http://www.pinterest.com/maxhealthcare/

Walkathon for Healthy joints.

I love me campaign against breast cancer.

The fight against#BreastCanceris on! Uploading a picture
will bring about a change in someones life! Max will
contribute to the treatment of underprivileged women on
every upload.
Participate now:http://on.fb.me/1hpA10a#ILoveMe

PEOPLE
1.

Leadership

Trained medical professionals

like the doctors. (867 )
3. Nurses
4. Administrative staff
5. Full time Employees
2.

6.
7.
8.
9.

Support staff
Trainees
Resident doctors
Patients

PROCESS
1. Joining Phase: It includes the arrival of the patient, registration
done where patient has to make an initial deposit and a file is
opened in their name to check the past records.
2. Intensive consumption phase:
Diagnosis: Where the consultant diagnosis the problem.
Treatment: Illness is treated with proper medication.
Information about further action given. (Diet, medication etc)
3. Detachment phase:
Discharge of the patient
Payments settled
4.

Feedback: Filling of an evaluation form to check whether the

customer satisfied.

PHYSICAL EVIDENCE

Hygiene
Ambience
Corporate image: Corporate
Segregated into different

AV

superspeciality departments.
Centrally air conditioned with good
ventilation.
Seamless information flow.
(Hospital Information systems)
NABH accredited hospital.
Front Office.
Internationally benchmarked
patient safety and quality metrics.

RATER MODEL

RELIABILITY
The ability to perform the promised
service dependably and Accurately
Judged by:
Timeliness of service (24x7
emergency services)
Consistency/Regularity (preventive
as well as curative medicine)
Accuracy (using cutting edge
technology and the best team of
doctors)

HOWEVER,

ASSURANCE
The knowledge and courtesy of staff;
their ability to inspire trust and
confidence
Staff competence
Credibility
Probity and confidentiality
Safety and security

ACCREDITATION:
FICCI

Awardfor Operational Excellence

inHealthcare Delivery
FICCI Award for Operational Excellence
in Environmental Conservation
FICCI Healthcare Excellence Awards
D L Shah National Award on
'Economics of Quality'
NABH Accreditation forBlood bank
NABH
NABL
ISO 9001:2000 & ISO 14001:2004

Max Health care hospitals become the first in north India to

receive prestigious National Accreditation NABH,
Honorable President of India Dr. APJ Abdul Kalam conferred
the honor upon Max Devki Devi Heart & Vascular Institute
and Max Super Specialty Hospital on 9th Feb 2007.

Max Institute of Minimal Access, Metabolic &Bariatric Surgery,

The medical team is proud of having had the honour of
operating on HisHoliness, TheDalai Lamaand His Excellency,
Shri K R Narayanan, the former President of India

TANGIBLES
It is judges by Physical facilities,
Equipment , Technology and employees
MAX Hospital provides:
1900 beds and 12 hospitals inDelhiNCR, Punjab and Uttarakhand
over 1600 world-class doctors and
5400 support staff
275 ICU beds & the most advanced
technology and state-of-the-art
infrastructure

EMPATHY
Judges by:
Access (to staff, services, information)
Multiple reception counters
Information brochures

Communication

(clear, appropriate,

timely)
Services appropriate for patients needs
Regular visits by doctors, dieticians
Nurses to regularly check on patients
Food and medicines delivered to patient
room

Individualized

attention

Special requests are accommodated

RESPONSIVENESS
Willingness

to help

Reflected by positive attitude of staff

Prompt

attention to requests,
questions
Elaborate consultation with doctors

Problem

resolution
Complaint handling
Feedback forms upon discharge
Flexibility

HARD AND SOFT

STANDARDS

Hard versus Soft

Standards
Hard

--- things that can be

counted, timed, or observed
through audits
Soft ---must be documented
using perceptual measures--- but
can be measured

Examples of Measures
Time in Line, Service Time
(Hard)
Number

of Errors (Mistakes) per

patient diagnosis and treatment.
Counts of Smiles, Using patient
Name, Using Protocol.
Violation of Dress Code
Availability of Systems (Phone
Lines, Power)

Examples of Measures
(Hard)
Number

of Complaints Received
Number of health Claims
Return on Assets
Number of Repeat patients
Number of Infections per Surgery

Examples of Measures
(Hard)
Accuracy

in diagnosis results
Tools Availability
Exceptions to Procedures
Violations of Regulatory Codes

Examples of Measures
(Soft)
Safety
Convenience
Cleanliness
Availability
Consistency
Hospitality
Credibility

For Max hospitals Hard

Standards are:They

are having large pool of

Doctors and supporting staff. 1900
beds 12 hospitals, 1600 world class
doctors,5400 supporting staff.
The large number of specialties
30+ e.g Joint replacement surgery,
Cardiac Surgery, Heart-Bypass
surgery
The health awareness moots.

The

high success rate of surgery's.

The number and quality of
preventive health care plans

The soft standards are:You

can select the doctor for

appointment from the list on
website where their profile is
displayed.

They

treat every patient with VIP

care.
The supporting staff instructs for
every step
The cleanliness.
The doctors visits to the patients
place for check up if the patient is
not able to come.
They provide visiting instructions,
Driving directions, valet parking
and much more.