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.

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

    1. 1. SERVICE MARKETING PRESENTATIONPresented to:Mrs. Sonal Dabke<br />
    2. 2. <ul><li>PRADNYA BHALERAO C-03
    3. 3. RASHMIKA PATIL C-27
    4. 4. PRACHI PITALE C-29
    5. 5. CHAITALI SWAMI C-36
    6. 6. PRATIKSHA RANE C-42
    7. 7. JAYSHREE PRABHU C-43</li></li></ul><li>DIAGNOSTIC SERVICES & HEALTHCARE STRATEGIES FOR THE EFFECTIVE PERFORMANCE<br />By Rajnish Jain, Aney Alex and Sangeeta Jain<br />
    8. 8. FLOW OF PRESENTATION<br />Problems<br />Faced by<br />Diagnostic <br />Centers<br />Salient<br />Features<br />Diagnostic <br />Industry <br />in India<br />Strategies <br />For<br />Effective<br />Performance<br />Information of Diagnostic Center<br />Services<br />Key <br />Drivers<br />Target<br />Market<br />Technology <br />Future<br />Scope<br />Information of Hospitals providing Diagnostic <br />Services<br />Diagnostic<br />Service<br />Providers<br />
    9. 9. <ul><li>Modern lifestyle concern about issues related to health
    10. 10. “Prevention is better than cure”
    11. 11. Diagnostic industry categorized into 2 segments: </li></ul>Manufacturing of equipments, kits and reagents.<br />Providing diagnostic services and solutions<br />
    12. 12. <ul><li>Diagnostic industry is all geared up for the major boom
    13. 13. $500 mn domestic pathology industry, growing at an CAGR of 20%pa over the last 5 years.
    14. 14. 40000 path-labs in the country & 70% treatment decisions are based on lab results </li></li></ul><li><ul><li>Doctors perform even surgeries with utmost precisions
    15. 15. Minutest details of human body can be obtained
    16. 16. Modern healthcare and diagnostic solutions have become an essential part of medical services</li></li></ul><li>Key Drivers of the Indian Diagnostic Industry<br />
    17. 17. <ul><li>Foreign Health Insurance Companies
    18. 18. Outsourcing
    19. 19. Relaxation in Government Regulations
    20. 20. Transformation from Unorganized to Organized track
    21. 21. Emerging Scope in Molecular Diagnostics & Pharmacogenomics
    22. 22. Availability of High Quality Diagnostic Equipments
    23. 23. Burgeoning Population
    24. 24. Government’s National Health Policy </li></li></ul><li>Diagnostic Service Providers<br />
    25. 25. Target Market<br />
    26. 26.
    27. 27. INDIRECT CUSTOMER<br />
    28. 28. DIRECT CUSTOMER<br />
    29. 29. SALIENT FEATURE<br />
    30. 30. RELIABILITY<br /><ul><li>Builds trust among customers
    31. 31. Make them feel confident</li></li></ul><li>RANGE OF SERVICE<br /><ul><li>Single window solution
    32. 32. Require all equipments with all facilities
    33. 33. Additional services-
    34. 34. Picking and dropping the patient
    35. 35. Collecting sampledelivering the report</li></li></ul><li>ATTITUDE<br /><ul><li>Personalized attention
    36. 36. Care
    37. 37. Concern and courtesy
    38. 38. Every stage in the service process i.e. from entry to exit are important
    39. 39. Creates customer experience </li></li></ul><li>SERVICE CHARGES<br /><ul><li>Customers are price sensitive
    40. 40. Service charge adds financial burden
    41. 41. Value for money - improve productivity</li></li></ul><li>SERVICE ENVIRONMENT<br /><ul><li>BUILDING
    42. 42. INTERIOR
    43. 43. COLORS
    44. 44. APPEARANCE OF SERVICE PROVIDER
    45. 45. FRAGRANCE, CLEANLINESS, HYGIENE
    46. 46. NOISE LEVEL</li></li></ul><li>DIAGNOSTIC SERVICE PROVIDERS<br />[EXCLUSIVE DIAGNOSTIC SERVICE PROVIDERS]<br />
    47. 47.
    48. 48. Structure of Hospital<br />
    49. 49. Thyrocare Laboratories Ltd.<br />Piramal Diagnostics Pvt.Ltd<br />
    50. 50. Mission<br />  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. <br />
    51. 51. Vision :<br />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.<br />Mission :<br />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.<br />
    52. 52. Piramal Diagnostics<br />Offers a full range of clinical diagnostic services<br />Spread across the country with 124 diagnostic centers in 85 cities<br />Over 400 collection centers <br />Visited by more than 9900 patients per day<br />
    53. 53. P’s<br />MARKETING<br />
    54. 54. Product Mix<br />Tests<br />Packages<br />Other Products<br />
    55. 55. Tests<br /> 125 Tests<br /><ul><li>Total Throxine
    56. 56. Thyroglobulin
    57. 57. Total Bilirubin
    58. 58. Blood Glocuse
    59. 59. Cholesterol Total
    60. 60. Complete Heamogram
    61. 61. Lipase-Serum
    62. 62. Lipoprotein</li></li></ul><li>Packages<br /><ul><li>Complete Thyroid Monitoring
    63. 63. Aneamia Profile
    64. 64. Health Screen
    65. 65. Pregnancy Profile
    66. 66. Cardio Profile
    67. 67. Pre-operative Profile
    68. 68. Metabolic Profile</li></li></ul><li>Other Products<br />
    69. 69. Products <br />Pathology -Biochemistry, Immunology, Hematology, Histopathology and Immuno-histochemistry, Microbiology, Molecular Biology, Cytogenetic and Flow Cytometry.<br />Radiology spanning X-ray, Ultrasound, Color Doppler, Mammography, Bone Densitometry, Ortho-pantomography (OPG), CT scan and MRI.<br />
    70. 70. Health check-ups<br />Standard Health Check Up- Rs.5000/-<br />Executive Health Check Up Rs.7500/-<br />Comprehensive Health Check up Rs.10000/-<br />Specialized Cardiac Health Package Rs10,000/- <br />Master &lt; 45 yrs Health Package Rs10,000/<br />Master &gt; 45 yrs Health Package Rs12,000/-<br />Specialized Senior Citizen Rs15,000/- <br />Golden Age Health Check up Rs 10000/- <br />Master Health Check up Rs. 6275/-<br />Happy Heart Check up Rs 5400/-<br />Diabetic Check up Rs 2150/<br />Healthy Child Check up Rs 1550/-<br />Well Woman Check up Rs 5000 /-<br />Pre Marital Check up Rs 2400/-<br />Specialized Cancer check up Rs.10000/-<br />
    71. 71. Price<br />Low Pricing Strategy<br />Bundle Pricing<br /><ul><li>Complete Thyroid Monitoring Rs.1000
    72. 72. Aneamia Profile Rs.1000
    73. 73. Health Screen Rs.800
    74. 74. Pregnancy Profile Rs.4000
    75. 75. Cardio Profile Rs1600</li></li></ul><li>Place<br />
    76. 76. Place<br />Single Laboratory Model<br />In all metros<br />More than 800 authorized service centres<br />10,000 hospitals & laboratories<br />33 logistics hub<br />
    77. 77. Promotion<br /><ul><li>Organize Medical Camps
    78. 78. Tie-ups with Corporate houses
    79. 79. Print media
    80. 80. Special Discount Code Card</li></li></ul><li>Promotion<br />Organize Medical Camps<br />Health campaign-HelpyourbodyTM<br />Seminars<br />Print media<br />Tie-ups with Air India, Indian Airlines, ONGC, Bombay Port Trust and various insurance companies.<br />
    81. 81. Physical Evidence<br />Logo<br />Aprons <br />Medi-van<br />
    82. 82. Physical Evidence<br />Logo<br />Aprons<br />Thyrocare Van<br />
    83. 83. Process<br />
    84. 84. Process<br />
    85. 85. Process<br />Distribution<br />centers<br />Diagnostic center<br />
    86. 86. People<br /><ul><li> Experienced and skilled doctors
    87. 87. Technicians
    88. 88. Paramedical staff
    89. 89. Newsletters on radiology and pathology</li></li></ul><li>People<br />Doctors<br />Trained Personnel<br />Laboratory Technicians & Assistants<br />Labor Staff & Delivery boys<br />
    90. 90. STPD analysis<br />
    91. 91. Segmentation<br />Age groups<br />Diseases/organ<br />
    92. 92. Targeting <br />Serves to all<br />
    93. 93. Positioning<br />BREADTH OF SERVICE OFFERINGS<br />Narrow<br />Wide<br />Unfocused (Everything for everyone) <br />Service <br />Focused <br />Many<br />NUMBER OF MARKETS SERVED <br />Fully Focused <br />Market <br />(Service and <br />Focused <br />Few<br />market focused) <br />
    94. 94. Differentiation<br />Pathology<br />Radiology <br />
    95. 95. Segmentation<br />Gender<br />Diseases / Organ<br />
    96. 96. Target<br />People suffering from thyroid disease<br />
    97. 97. Positioning<br />BREATH OF SERVICES OFFERED<br /> NARROW WIDE<br />MANY<br />NUMBER OF MARKETS SERVED<br />FEW<br />
    98. 98. Differentiation<br /> thyroid testing laboratory<br />
    99. 99. SWOT analysis<br />
    100. 100. STRENGTHS:<br />Central Processing Laboratory<br />Powerful Logistics<br />Technology<br />Exclusively for thyroid treatment<br />WEAKNESS:<br />Less on promotion activities<br />SWOT ANALYSIS<br />OPPORTUNITIES:<br />Expansion on product line<br />Expand geographically<br />THREATS:<br />Competition from existing players<br />
    101. 101. Strengths<br /><ul><li> Technology
    102. 102. Highly trained staff
    103. 103. Wide customer base
    104. 104. Online ordering system</li></ul>Weakness<br /><ul><li>Less on promotional activities</li></ul>Opportunities<br /><ul><li>Rural markets
    105. 105. Increasing no of franchises
    106. 106. Focusing on eastern India
    107. 107. Expanding globally</li></ul>Threats<br /><ul><li>Unorganized sector
    108. 108. New competitors</li></li></ul><li>DIAGNOSTIC SERVICE PROVIDERS<br />[IN-HOUSE DIAGNOSTIC SERVICE PROVIDERS]<br />
    109. 109. ASIAN HEART INSTITUTE ANDFORTIS HEALTHCARE<br />
    110. 110. Asian Heart Institute<br /><ul><li>Set up by Contemporary Healthcare Pvt Ltd.
    111. 111. Aim to provide world-class cardiac care in India
    112. 112. Quality cardiac care to patients at reasonable costs.
    113. 113. Incorporate the latest technological advances and ethical practices
    114. 114. It is a Patient-centric design with stress on safety and comfort of Patients </li></li></ul><li>Fortis Healthcare<br /><ul><li>Fortis Healthcare Limited, a leading healthcare consultant in India
    115. 115. They have assembled the finest talents in medicine, be they doctors, nurses or technicians, and even management professionals across a wide spectrum.
    116. 116. Creating a world-class integrated healthcare delivery system in India</li></li></ul><li>Product [ASIAN HEART INSTITUTE]<br /><ul><li>The Health Check-up Program – INTERNATIONAL
    117. 117. CONSULTATIONS
    118. 118. LABORATORY
    119. 119. CARDIAC
    120. 120. RADIOLOGY
    121. 121. SPECIAL INVESTIGATIONS
    122. 122. The Health Check-up Program
    123. 123. CONSULTATIONS
    124. 124. LABORATORY
    125. 125. CARDIAC
    126. 126. RADIOLOGY
    127. 127. SPECIAL INVESTIGATIONS</li></li></ul><li>Product[FORTIS HEALTHCARE]<br /><ul><li>Basic Health Package
    128. 128. Pathology Investigations
    129. 129. Radiology Investigations
    130. 130. Add on Package
    131. 131. Audiometry Package
    132. 132. Throid Package
    133. 133. Asthma Package
    134. 134. Ortho Package
    135. 135. Diabetes Package
    136. 136. Kidney Package
    137. 137. Cardiac Package
    138. 138. Executive Health Package
    139. 139. Pathology Investigations
    140. 140. Radiology Investigations
    141. 141. Full Body Package
    142. 142. Pathology Investigations
    143. 143. Radiology Investigations
    144. 144. Kids Package
    145. 145. Kids premium health package (Age group 5-14)</li></li></ul><li>Price [ASIAN HEART INSTITUTE] <br />
    146. 146. Price [FORTIS HEALTHCARE]<br /><ul><li>Basic Health Package
    147. 147. Male : Rs.2700 Female: 3200
    148. 148. Add on Package
    149. 149. Audiometry Package- Rs. 450
    150. 150. Throid Package Rs. 725
    151. 151. Asthma Package Rs. 725
    152. 152. Ortho Package Rs. 1775
    153. 153. Diabetes Package Rs. 1040
    154. 154. Kidney Package Rs. 1320
    155. 155. Cardiac Package Rs. 1500
    156. 156. Executive Health Package
    157. 157. Male: Rs. 4400 Female: Rs.5000
    158. 158. Full Body Package
    159. 159. Male: Rs. 6200 Female: Rs. 7400
    160. 160. Kids Package
    161. 161. Kids premium health package (Age group 5-14) - Rs 2400.00</li></li></ul><li>Place [ASIAN HEART INSTITUTE] <br />
    162. 162. Place [FORTIS HEALTHCARE]<br />
    163. 163. Promotion[ASIAN HEART INSTITUTE] <br />PLATINUM OFFER:<br />Health Check up packages <br />25% DISCOUNT.<br />
    164. 164.
    165. 165. MARATHON <br />
    166. 166.
    167. 167.
    168. 168. Promotion<br />[FORTIS HEALTHCARE]<br />Radio Promotion- MY FM<br />Fortis Hospital, Hiranandani:- Preventive Health Package gifted to Teachers<br />Bone Densitometry Camp <br />
    169. 169. Fortis Hospital, Hiranandani:- Health Screening at Wonder Kids School, Vashi & Koperkhairne<br />
    170. 170. Film Shoot of 3 Idiots<br />
    171. 171. Process[ASIAN HEART INSTITUTE] <br />
    172. 172. HUB N SPOKE Process[FORTIS HEALTHCARE]<br />
    173. 173. People<br /><ul><li>Medical & Paramedical staff
    174. 174. Nurses
    175. 175. Lab Assistance & Technicians</li></li></ul><li>People[ASIAN HEART INSTITUTE] <br /><ul><li>Training –To enhance the quality of staff & better quality services
    176. 176. Rewards
    177. 177. HIS (Hospital Information system )
    178. 178. 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.
    179. 179. PROGRAMMES</li></li></ul><li>People[FORTIS HEALTHCARE]<br /><ul><li>Acquisition of Escorts Health Care system
    180. 180. The major benefit offered by Fortis Healthcare to its employees is an environment, which offers challenges and opportunities to develop professionally
    181. 181. They offer
    182. 182. competitive compensation
    183. 183. medical facilities
    184. 184. hospitalization
    185. 185. accident insurance
    186. 186. staff cafeterias
    187. 187. In-house gyms </li></li></ul><li>People [FORTIS HEALTHCARE]<br />A &apos;buddy&apos;programme<br />An Ambassadorprogramme, <br />Regular communication meetings and interactions with senior management, <br />Intranet, <br />Fortis Healthcare newsletter <br />Bulletins from the Chairman and CEO.<br />Social interaction - dinners, picnics and sports events. <br />
    188. 188. Physical Evidence<br />
    189. 189.
    190. 190. Segmentation<br />ASIAN HEART<br /><ul><li> INCOME WISE
    191. 191. DISEASE WISE
    192. 192. REGION WISE-NATIONAL N INTERNATIONAL</li></ul>FORTIS<br /><ul><li>DISEASE WISE
    193. 193. GENDER WISE
    194. 194. AGE WISE</li></li></ul><li>Target<br />ASIAN HEART<br />FORTIS<br /><ul><li>ONLY HEART PATIENTS
    195. 195. DIRECT CUSTOMERS
    196. 196. SERVES FOR ALL TYPES OF PATIENT
    197. 197. INDIRECT AND DIRECT CUSTOMERS</li></li></ul><li>Basic Focus Strategies for Services<br />BREADTH OF SERVICE OFFERINGS<br />Narrow<br />Wide<br />Service <br />Unfocused <br />Focused <br />(Everything <br />Many<br />for everyone)<br /> FORTIS<br />‏<br />NUMBER<br />OF MARKETS<br />SERVED<br />Fully Focused <br />Market <br />(Service and <br />Focused <br />ASIAN HEART<br />Few<br />market focused) <br />
    198. 198. Differentiation<br />FORTIS<br />ASIAN HEART<br /><ul><li>FOCUS ON WHOLE BODY
    199. 199. LOCATED ALL OVER INDIA
    200. 200. FOCUS ONLY ON HEART RELATED DISEASES
    201. 201. LOCATED ONLY IN MUMBAI</li></li></ul><li>Differentiation<br />ASIAN HEART<br />FORTIS<br /><ul><li>FOCUS ONLY ON HEART RELATED DISEASES
    202. 202. LOCATED ONLY IN MUMBAI
    203. 203. FOCUS ON WHOLE BODY
    204. 204. LOCATED ALL OVER INDIA</li></li></ul><li>Strategies For Effective Performance<br /> “The organization should continuously enhance their competencies to achieve ‘COMPETITIVE ADVANTAGE’ in the fast changing world”<br />
    205. 205. <ul><li>Patient – Centric Approach
    206. 206. Credibility (Zero Defect Service)
    207. 207. Expertise
    208. 208. Modernization
    209. 209. Professional
    210. 210. One Stop Shop
    211. 211. Price Competitiveness</li></li></ul><li><ul><li>Accessibility
    212. 212. Event Management
    213. 213. Human Resources
    214. 214. The Ambience
    215. 215. Quality Control & Accreditation</li></li></ul><li>Fragmented Market<br /><ul><li>The first group consists of hospitals funded by the central, state Governments or municipal corporations.
    216. 216. The second group consists of hospitals backed by trusts and private corporations.
    217. 217. The third group gaining prominence is private imaging centers manned by groups of radiologists.
    218. 218. The last category is run by single radiologists. </li></li></ul><li>Govt & Private Diagnostic Centers<br /><ul><li>Patient factor
    219. 219. Government funded
    220. 220. Private centers
    221. 221. High Quality service
    222. 222. Non hospital environment
    223. 223. Multiple centers
    224. 224. Differentiate </li></li></ul><li>Government<br /><ul><li>Not for profit
    225. 225. Finances are planned years in advance
    226. 226. 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 </li></li></ul><li>SCENARIO<br /><ul><li>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
    227. 227. Trust hospitals-internal generation
    228. 228. No pressure to repay loans
    229. 229. Corporate conglomerate hospitals </li></li></ul><li>Problems <br />
    230. 230. Future<br /><ul><li>Emergency
    231. 231. Mobile vans
    232. 232. Medical tourism
    233. 233. Clinical trials</li></li></ul><li>CONCLUSION<br />
    234. 234. Webliography<br /><ul><li>www.thyrocare.com
    235. 235. www.expresspharma.com
    236. 236. www.asianheartinstitute.org
    237. 237. www.fortishealthcare.com
    238. 238. www.piramaldiagnostics.com</li></li></ul><li>Acknowledgments<br />Dr MartandPatil<br />Dr AvinashPhadke<br />Dr VaidehiAphale<br />
    239. 239. THANK YOU<br />

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