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Diagnostics & Healthcare
 

Diagnostics & Healthcare

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This presentation talks about the Diagnostics & Healthcare industry in India.It includes Marketing Mix,STPD Analysis,SWOT Analysis of some of the top healthcare organizations.

This presentation talks about the Diagnostics & Healthcare industry in India.It includes Marketing Mix,STPD Analysis,SWOT Analysis of some of the top healthcare organizations.

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  • NABL (National Accreditation Board for Laboratories) & accredited with the College of Amercian Pathologists (CAP).

Diagnostics & Healthcare Diagnostics & Healthcare Presentation Transcript

  • SERVICE MARKETING PRESENTATIONPresented to:Mrs. Sonal Dabke
    • PRADNYA BHALERAO C-03
    • RASHMIKA PATIL C-27
    • PRACHI PITALE C-29
    • CHAITALI SWAMI C-36
    • PRATIKSHA RANE C-42
    • JAYSHREE PRABHU C-43
  • DIAGNOSTIC SERVICES & HEALTHCARE STRATEGIES FOR THE EFFECTIVE PERFORMANCE
    By Rajnish Jain, Aney Alex and Sangeeta Jain
  • FLOW OF PRESENTATION
    Problems
    Faced by
    Diagnostic
    Centers
    Salient
    Features
    Diagnostic
    Industry
    in India
    Strategies
    For
    Effective
    Performance
    Information of Diagnostic Center
    Services
    Key
    Drivers
    Target
    Market
    Technology
    Future
    Scope
    Information of Hospitals providing Diagnostic
    Services
    Diagnostic
    Service
    Providers
    • Modern lifestyle concern about issues related to health
    • “Prevention is better than cure”
    • Diagnostic industry categorized into 2 segments:
    Manufacturing of equipments, kits and reagents.
    Providing diagnostic services and solutions
    • Diagnostic industry is all geared up for the major boom
    • $500 mn domestic pathology industry, growing at an CAGR of 20%pa over the last 5 years.
    • 40000 path-labs in the country & 70% treatment decisions are based on lab results
    • Doctors perform even surgeries with utmost precisions
    • Minutest details of human body can be obtained
    • Modern healthcare and diagnostic solutions have become an essential part of medical services
  • Key Drivers of the Indian Diagnostic Industry
    • Foreign Health Insurance Companies
    • Outsourcing
    • Relaxation in Government Regulations
    • Transformation from Unorganized to Organized track
    • Emerging Scope in Molecular Diagnostics & Pharmacogenomics
    • Availability of High Quality Diagnostic Equipments
    • Burgeoning Population
    • Government’s National Health Policy
  • Diagnostic Service Providers
  • Target Market
  • INDIRECT CUSTOMER
  • DIRECT CUSTOMER
  • SALIENT FEATURE
  • RELIABILITY
    • Builds trust among customers
    • Make them feel confident
  • RANGE OF SERVICE
    • Single window solution
    • Require all equipments with all facilities
    • Additional services-
    • Picking and dropping the patient
    • Collecting sampledelivering the report
  • ATTITUDE
    • Personalized attention
    • Care
    • Concern and courtesy
    • Every stage in the service process i.e. from entry to exit are important
    • Creates customer experience
  • SERVICE CHARGES
    • Customers are price sensitive
    • Service charge adds financial burden
    • Value for money - improve productivity
  • SERVICE ENVIRONMENT
    • BUILDING
    • INTERIOR
    • COLORS
    • APPEARANCE OF SERVICE PROVIDER
    • FRAGRANCE, CLEANLINESS, HYGIENE
    • NOISE LEVEL
  • DIAGNOSTIC SERVICE PROVIDERS
    [EXCLUSIVE DIAGNOSTIC SERVICE PROVIDERS]
  • Structure of Hospital
  • Thyrocare Laboratories Ltd.
    Piramal Diagnostics Pvt.Ltd
  • Mission
      Being in the healthcare industry, it is the patient who is both our primary customer and concern. Ensuring that the right value is given in right time to the right patient is the test we undergo everyday successfully.
  • Vision :
    To become the preferred choice of the medical fraternity and the end-consumer in clinical diagnostic services by setting the highest benchmarks in quality, expertise and services.
    Mission :
    To build a network of diagnostic centers offering end-to-end solutions on state-of-the-art machines manned by skilled workforce having a pan India and international presence.
  • Piramal Diagnostics
    Offers a full range of clinical diagnostic services
    Spread across the country with 124 diagnostic centers in 85 cities
    Over 400 collection centers
    Visited by more than 9900 patients per day
  • P’s
    MARKETING
  • Product Mix
    Tests
    Packages
    Other Products
  • Tests
    125 Tests
    • Total Throxine
    • Thyroglobulin
    • Total Bilirubin
    • Blood Glocuse
    • Cholesterol Total
    • Complete Heamogram
    • Lipase-Serum
    • Lipoprotein
  • Packages
    • Complete Thyroid Monitoring
    • Aneamia Profile
    • Health Screen
    • Pregnancy Profile
    • Cardio Profile
    • Pre-operative Profile
    • Metabolic Profile
  • Other Products
  • Products
    Pathology -Biochemistry, Immunology, Hematology, Histopathology and Immuno-histochemistry, Microbiology, Molecular Biology, Cytogenetic and Flow Cytometry.
    Radiology spanning X-ray, Ultrasound, Color Doppler, Mammography, Bone Densitometry, Ortho-pantomography (OPG), CT scan and MRI.
  • Health check-ups
    Standard Health Check Up- Rs.5000/-
    Executive Health Check Up Rs.7500/-
    Comprehensive Health Check up Rs.10000/-
    Specialized Cardiac Health Package Rs10,000/-
    Master < 45 yrs Health Package Rs10,000/
    Master > 45 yrs Health Package Rs12,000/-
    Specialized Senior Citizen Rs15,000/-
    Golden Age Health Check up Rs 10000/-
    Master Health Check up Rs. 6275/-
    Happy Heart Check up Rs 5400/-
    Diabetic Check up Rs 2150/
    Healthy Child Check up Rs 1550/-
    Well Woman Check up Rs 5000 /-
    Pre Marital Check up Rs 2400/-
    Specialized Cancer check up Rs.10000/-
  • Price
    Low Pricing Strategy
    Bundle Pricing
    • Complete Thyroid Monitoring Rs.1000
    • Aneamia Profile Rs.1000
    • Health Screen Rs.800
    • Pregnancy Profile Rs.4000
    • Cardio Profile Rs1600
  • Place
  • Place
    Single Laboratory Model
    In all metros
    More than 800 authorized service centres
    10,000 hospitals & laboratories
    33 logistics hub
  • Promotion
    • Organize Medical Camps
    • Tie-ups with Corporate houses
    • Print media
    • Special Discount Code Card
  • Promotion
    Organize Medical Camps
    Health campaign-HelpyourbodyTM
    Seminars
    Print media
    Tie-ups with Air India, Indian Airlines, ONGC, Bombay Port Trust and various insurance companies.
  • Physical Evidence
    Logo
    Aprons
    Medi-van
  • Physical Evidence
    Logo
    Aprons
    Thyrocare Van
  • Process
  • Process
  • Process
    Distribution
    centers
    Diagnostic center
  • People
    • Experienced and skilled doctors
    • Technicians
    • Paramedical staff
    • Newsletters on radiology and pathology
  • People
    Doctors
    Trained Personnel
    Laboratory Technicians & Assistants
    Labor Staff & Delivery boys
  • STPD analysis
  • Segmentation
    Age groups
    Diseases/organ
  • Targeting
    Serves to all
  • Positioning
    BREADTH OF SERVICE OFFERINGS
    Narrow
    Wide
    Unfocused (Everything for everyone)
    Service
    Focused
    Many
    NUMBER OF MARKETS SERVED
    Fully Focused
    Market
    (Service and
    Focused
    Few
    market focused)
  • Differentiation
    Pathology
    Radiology
  • Segmentation
    Gender
    Diseases / Organ
  • Target
    People suffering from thyroid disease
  • Positioning
    BREATH OF SERVICES OFFERED
    NARROW WIDE
    MANY
    NUMBER OF MARKETS SERVED
    FEW
  • Differentiation
    thyroid testing laboratory
  • SWOT analysis
  • STRENGTHS:
    Central Processing Laboratory
    Powerful Logistics
    Technology
    Exclusively for thyroid treatment
    WEAKNESS:
    Less on promotion activities
    SWOT ANALYSIS
    OPPORTUNITIES:
    Expansion on product line
    Expand geographically
    THREATS:
    Competition from existing players
  • Strengths
    • Technology
    • Highly trained staff
    • Wide customer base
    • Online ordering system
    Weakness
    • Less on promotional activities
    Opportunities
    • Rural markets
    • Increasing no of franchises
    • Focusing on eastern India
    • Expanding globally
    Threats
    • Unorganized sector
    • New competitors
  • DIAGNOSTIC SERVICE PROVIDERS
    [IN-HOUSE DIAGNOSTIC SERVICE PROVIDERS]
  • ASIAN HEART INSTITUTE ANDFORTIS HEALTHCARE
  • Asian Heart Institute
    • Set up by Contemporary Healthcare Pvt Ltd.
    • Aim to provide world-class cardiac care in India
    • Quality cardiac care to patients at reasonable costs.
    • Incorporate the latest technological advances and ethical practices
    • It is a Patient-centric design with stress on safety and comfort of Patients
  • Fortis Healthcare
    • Fortis Healthcare Limited, a leading healthcare consultant in India
    • They have assembled the finest talents in medicine, be they doctors, nurses or technicians, and even management professionals across a wide spectrum.
    • Creating a world-class integrated healthcare delivery system in India
  • Product [ASIAN HEART INSTITUTE]
    • The Health Check-up Program – INTERNATIONAL
    • CONSULTATIONS
    • LABORATORY
    • CARDIAC
    • RADIOLOGY
    • SPECIAL INVESTIGATIONS
    • The Health Check-up Program
    • CONSULTATIONS
    • LABORATORY
    • CARDIAC
    • RADIOLOGY
    • SPECIAL INVESTIGATIONS
  • Product[FORTIS HEALTHCARE]
    • Basic Health Package
    • Pathology Investigations
    • Radiology Investigations
    • Add on Package
    • Audiometry Package
    • Throid Package
    • Asthma Package
    • Ortho Package
    • Diabetes Package
    • Kidney Package
    • Cardiac Package
    • Executive Health Package
    • Pathology Investigations
    • Radiology Investigations
    • Full Body Package
    • Pathology Investigations
    • Radiology Investigations
    • Kids Package
    • Kids premium health package (Age group 5-14)
  • Price [ASIAN HEART INSTITUTE]
  • Price [FORTIS HEALTHCARE]
    • Basic Health Package
    • Male : Rs.2700 Female: 3200
    • Add on Package
    • Audiometry Package- Rs. 450
    • Throid Package Rs. 725
    • Asthma Package Rs. 725
    • Ortho Package Rs. 1775
    • Diabetes Package Rs. 1040
    • Kidney Package Rs. 1320
    • Cardiac Package Rs. 1500
    • Executive Health Package
    • Male: Rs. 4400 Female: Rs.5000
    • Full Body Package
    • Male: Rs. 6200 Female: Rs. 7400
    • Kids Package
    • Kids premium health package (Age group 5-14) - Rs 2400.00
  • Place [ASIAN HEART INSTITUTE]
  • Place [FORTIS HEALTHCARE]
  • Promotion[ASIAN HEART INSTITUTE]
    PLATINUM OFFER:
    Health Check up packages
    25% DISCOUNT.
  • MARATHON
  • Promotion
    [FORTIS HEALTHCARE]
    Radio Promotion- MY FM
    Fortis Hospital, Hiranandani:- Preventive Health Package gifted to Teachers
    Bone Densitometry Camp
  • Fortis Hospital, Hiranandani:- Health Screening at Wonder Kids School, Vashi & Koperkhairne
  • Film Shoot of 3 Idiots
  • Process[ASIAN HEART INSTITUTE]
  • HUB N SPOKE Process[FORTIS HEALTHCARE]
  • People
    • Medical & Paramedical staff
    • Nurses
    • Lab Assistance & Technicians
  • People[ASIAN HEART INSTITUTE]
    • Training –To enhance the quality of staff & better quality services
    • Rewards
    • HIS (Hospital Information system )
    • Processes such as employee records, roster management, leave records, approvals, salaries and tax deductions are automated so that employees need not get in touch with the HR department for routine information.
    • PROGRAMMES
  • People[FORTIS HEALTHCARE]
    • Acquisition of Escorts Health Care system
    • The major benefit offered by Fortis Healthcare to its employees is an environment, which offers challenges and opportunities to develop professionally
    • They offer
    • competitive compensation
    • medical facilities
    • hospitalization
    • accident insurance
    • staff cafeterias
    • In-house gyms
  • People [FORTIS HEALTHCARE]
    A 'buddy'programme
    An Ambassadorprogramme,
    Regular communication meetings and interactions with senior management,
    Intranet,
    Fortis Healthcare newsletter
    Bulletins from the Chairman and CEO.
    Social interaction - dinners, picnics and sports events.
  • Physical Evidence
  • Segmentation
    ASIAN HEART
    • INCOME WISE
    • DISEASE WISE
    • REGION WISE-NATIONAL N INTERNATIONAL
    FORTIS
    • DISEASE WISE
    • GENDER WISE
    • AGE WISE
  • Target
    ASIAN HEART
    FORTIS
    • ONLY HEART PATIENTS
    • DIRECT CUSTOMERS
    • SERVES FOR ALL TYPES OF PATIENT
    • INDIRECT AND DIRECT CUSTOMERS
  • Basic Focus Strategies for Services
    BREADTH OF SERVICE OFFERINGS
    Narrow
    Wide
    Service
    Unfocused
    Focused
    (Everything
    Many
    for everyone)
    FORTIS

    NUMBER
    OF MARKETS
    SERVED
    Fully Focused
    Market
    (Service and
    Focused
    ASIAN HEART
    Few
    market focused)
  • Differentiation
    FORTIS
    ASIAN HEART
    • FOCUS ON WHOLE BODY
    • LOCATED ALL OVER INDIA
    • FOCUS ONLY ON HEART RELATED DISEASES
    • LOCATED ONLY IN MUMBAI
  • Differentiation
    ASIAN HEART
    FORTIS
    • FOCUS ONLY ON HEART RELATED DISEASES
    • LOCATED ONLY IN MUMBAI
    • FOCUS ON WHOLE BODY
    • LOCATED ALL OVER INDIA
  • Strategies For Effective Performance
    “The organization should continuously enhance their competencies to achieve ‘COMPETITIVE ADVANTAGE’ in the fast changing world”
    • Patient – Centric Approach
    • Credibility (Zero Defect Service)
    • Expertise
    • Modernization
    • Professional
    • One Stop Shop
    • Price Competitiveness
    • Accessibility
    • Event Management
    • Human Resources
    • The Ambience
    • Quality Control & Accreditation
  • Fragmented Market
    • The first group consists of hospitals funded by the central, state Governments or municipal corporations.
    • The second group consists of hospitals backed by trusts and private corporations.
    • The third group gaining prominence is private imaging centers manned by groups of radiologists.
    • The last category is run by single radiologists.
  • Govt & Private Diagnostic Centers
    • Patient factor
    • Government funded
    • Private centers
    • High Quality service
    • Non hospital environment
    • Multiple centers
    • Differentiate
  • Government
    • Not for profit
    • Finances are planned years in advance
    • Sheer magnitude of diagnostic tests done at Government hospitals on a daily and yearly basis makes up for the high-cost factor of the equipment, with a lesser break-even-period compared to any other counterpart in the industry
  • SCENARIO
    • At KEM, approximately 90 CT scans, 600-700 X-Rays and 350 ultrasound tests are done on a daily basis and around 3,000 plus special investigations are done a year
    • Trust hospitals-internal generation
    • No pressure to repay loans
    • Corporate conglomerate hospitals
  • Problems
  • Future
    • Emergency
    • Mobile vans
    • Medical tourism
    • Clinical trials
  • CONCLUSION
  • Webliography
    • www.thyrocare.com
    • www.expresspharma.com
    • www.asianheartinstitute.org
    • www.fortishealthcare.com
    • www.piramaldiagnostics.com
  • Acknowledgments
    Dr MartandPatil
    Dr AvinashPhadke
    Dr VaidehiAphale
  • THANK YOU