Marketing and competitve strategy of vasan eye care

1. VASAN EYE CARE
Submitted by-Dr.Nivedita Tripathi

2. Vasan Eye Care
• Leading chain of Vasan Eye Care hospital is a
division of Vasan Healthcare Private Limited
making its pan India presence.
• With the comprehensive eye care treatment
with state of art technology they are also
moving into research as well as education and
training fields giving opportunities for career
development.

3. Vasan Eye Care
• More than ten diagnostic stations per facility,
Advanced eye care equipments Complete
range of optical frames & lenses.
• Exclusive children’s eye care.
• 24/7 pharmacy.
• Ambulance services.

4. Competitor’s analysis
AGARWAL’S EYE HOSPITAL
Agarwal Eye Hospital is making its pan India presence by wide technology in
eye care.
State of the art world class One Stop Super Specialty Hospital for complete
eye care solutions.
Recognised as one of the major eye centres of the world at the XXVI
International Congress of Ophthalmology, Singapore - 1990.
Has several creditable achievements such as Micro Phakonit Cataract Surgery,
Zyoptix treatment for correction of Myopia, Hypermetropia and astigmatism
and Aberropia corrective treatment, Aberropia (a new refractive entity)

5. Agarwal’s Eye Hospital -Strategy
• True View is a sophisticated system, which is a
perfect blend of eye-measuring and optical
dispensing technology. This system employs the
iD Freeform Design Technology™ (Integrated
Double Surface Design), based on which the
lenses are made for the user, according to his/her
specifications. An iD Freeform design is based on
an entirely different point of departure. All your
personal information is ‘translated’ into your
glasses, right down to the smallest details.

6. Competitor’s analysis
Narayana Eye Foundation
Caters to the eye care needs of the financially under–privileged,
offering them quality eye care at no or subsidized cost, while at all
times keeping the dignity of the individual in mind.
Paediatric eye health is one of our areas of thrust.
Research expansion is one of current priorities Stem cells,
Molecular techniques (Polymerase chain reaction), Genetics,
Ocular Immunology and infectious diseases

7. Narayana Eye Foundation-Strategy
• Narayana Nethralaya is a super specialty eye hospital in
Bangalore,. It is currently one of the largest tertiary eye
care centers in the state of Karnataka providing an
advanced level of eye care.
• In the current scenario, 75% of the qualified consulting
doctors practise in urban, 23% in semi-urban (towns) and
only 2% in rural areas, whereas the vast majority of
population lives in the rural areas.There is huge gap in
treatement
• Narayana Nethralaya implemented Telemedicine to bridge
this gap in about few villages currently.
.

8. Competitor’s analysis
Arvind eye care
Reaching the people
Efficient service
Patient centred
care
Giving Value
Financial
sustainability

9. Arvind eye care-Strategy
• The Auro Lens company: Manufacturing
lenses at low costs,reducung the cost of
surgery.
• Charging a amount from who can pay for it
hence reducing the burden of the hospital.
• Using local sponsors to leverage and use their
influence to bring in more people

10. Positioning of Vasan Eye Care
• Value proposition: - establishing the CARE TEAM, which
also doubles up as their USP,in Vasan trained technicians
doing that work while it is a guess, Vasan gets to have
more staff on their roles at probably low-cost as they are
only trained on specific functions. Vasan Eye care Hospitals
were one of the first to introduce micro incision cataract
surgery and performed accommodative lenses
• Market Segment :- Vasan seems to target the market
segment - who are affluent enough to spend money, but
want to ensure that there are no frills - spend enough for
the necessity!! Look at the location of the hospital chains
they have picked….their ambience is something which is
not of a five-star status, but of a decent well-kept hospital.

11. Positioning
• Position in Value Network :- Vasan probably is
feeding the need for a neighbourhood eye clinic and
hospital - replacing the individual eye clinics and
the super-speciality huge eye hospitals. In the value
chain, they are probably all over – adding value as a
one time eye clinic visit, to the high-end of cosmetic
eye treatments!

12. Positioning
• Revenue Generation:-The company aims to raise Rs
800-1,000 crore through the IPO as part of its
expansion plans, the expansion plan include
increasing the number of eye care centres from the
present 75 to 125 over the next 18 months across
the country

13. What makes Vasan Eye Care different

14. Branding
• Vasan Eye Care has launched a television
campaign themed ‘Harbinger’. For Vasan Eye
Care, which has done several campaigns targeting
South Indian audiences.
• To reinforce its brand positioning, Vasan Eye Care
has come up with its first national campaign.
From campaigns such as ‘Naanga Irukkom’ (We
are there for you) in Tamil and ‘Hum Hain
Hamesha Aap Ke Liye’ in Hindi, Vasan Eye Care
has kept its message simple. The latest campaign
banks on storytelling to get the message across.

15. Branding

16. Customer satisfaction
• All Vasan Eye Care hospitals are well-equipped with stateof-the-art surgical and diagnostic equipment, Sterile
operation theatres and total productivity systems with
emphasis on patient satisfaction.
• Vasan Healthcare Group - the flagship company is working
towards building the Vasan brand to be the world's largest
day care service provider. In this endeavour to bring quality
healthcare to each and every citizen,
• Follow stringent ethical practices.
• Provide value for money.
• Practice transparency in all services.
• Prioritize quality without compromise.

17. Customer satisfaction
Hats off to Vasan eye care"
I am R.Poornachandran, a
retired Principal aged 73, and
had undergone Cataract
surgery at Vasan eye care at
Lakshmi mills corner,
Coimbatore, on 09-12-2011.I
am so happy to endorse my
comfort I had and stored in
my heart.
I feel I've been treated more like a
guest in a hotel than a patient in a
hospital. Patients get services second
to none at Vasan Eye Care. I am
coming back in 6 months".
Mr. Adel Hussein Ali
OMAN

18. Customer satisfaction
“20th June 2012, I visited the hospital
as my son's eye was bleeding due to an
injury. I was straight away taken to
doctors. Medicine, Care, Prescription
given before even I could utter a word.
Am I really on the same PLANET? you
guys rock! GOD BLESS!”.
Deepti Bahwa, M/o Aarush Bahwa (3
yrs old), Patient ID : 3863,
AMRITSAR, PUNJAB

19. Customer satisfaction
My vision was going bad after years
of strain as a mountain guide.
"Many thanks to Vasan
Eye Care Hospital. I wish
you peace, joy and
happiness and also the
best for the coming year. I
was very happy after
receiving
medicaltreatment from
you.”Mr Quasim
UAE
I wasn't able to work. I had to live
with loss of wages, depression and
pain. There were places in Europe
and also in the United States, but
the treatment cost at Vasan Eye
Care in India was much cheaper, and
the quality of service was
excellent…“ Mr anand
Srilanka