Vision care service Prepared by: P.Saravanan16(ISBE) T.Vinraj 20 (ISBE)
Marketing Mix <ul><li>Product: </li></ul><ul><li>Eye care service </li></ul><ul><li>Pricing: </li></ul><ul><ul><li>  Servi...
<ul><li>Promotion: </li></ul><ul><li>Customers pay attention to factors such as training and experiences of the eye care p...
People <ul><li>service personal and customers </li></ul><ul><ul><li>Patients  </li></ul></ul><ul><ul><li>Family members </...
Physical evidence: <ul><ul><li>Peripheral evidence: </li></ul></ul><ul><ul><ul><ul><li>Membership cards, health insurance ...
Process <ul><li>Job-shop operations </li></ul><ul><ul><li>Surgery, investigations </li></ul></ul><ul><li>People processing...
<ul><li>SERVICE ENCOUNTER </li></ul><ul><ul><li>Level of contact - High contact </li></ul></ul>
Conceptual level <ul><li>CBC - Clear vision </li></ul><ul><li>Service concept -Serving people to preserve and improve eye ...
Packaging <ul><ul><li>Thoughtfully designed packaging captures customers’ attention and sets you apart from competitors.  ...
Positioning <ul><li>Be proactive and inform them that you can provide what they are looking for(Info about technology,cost...
The Services Marketing Triangle Internal Marketing Interactive Marketing External Marketing Company (Management) Customers...
Interactive marketing <ul><li>Technical quality </li></ul><ul><ul><li>Successful surgeries </li></ul></ul><ul><li>Function...
Facing 3 tasks  <ul><li>Managing competitive differentiation </li></ul><ul><ul><li>Insurance </li></ul></ul><ul><ul><li>St...
Productivity <ul><li>Increase productivity by </li></ul><ul><li>Hire and train more doctors </li></ul><ul><li>More effecti...
The total product concept GENERIC: Eye care EXPECTED: Clear vision AUGMENTED:Insurance  POTENTIAL: Medical tourism
Credence attributes <ul><ul><li>Eye surgeries can be documented in CD and give after surgery </li></ul></ul><ul><ul><li>Cu...
Service offer <ul><li>Hygiene factors: </li></ul><ul><ul><li>No side affects or post surgery Issues  </li></ul></ul><ul><l...
<ul><li>Thank you </li></ul>
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Eyecare service

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Eyecare service

  1. 1. Vision care service Prepared by: P.Saravanan16(ISBE) T.Vinraj 20 (ISBE)
  2. 2. Marketing Mix <ul><li>Product: </li></ul><ul><li>Eye care service </li></ul><ul><li>Pricing: </li></ul><ul><ul><li>  Service based pricing </li></ul></ul><ul><ul><li>Customers are especially responsive to price adjustments </li></ul></ul>
  3. 3. <ul><li>Promotion: </li></ul><ul><li>Customers pay attention to factors such as training and experiences of the eye care practitioner, latest treatment technologies and newest eye care products. </li></ul><ul><li>Place: </li></ul><ul><ul><li>There is no better place to do it than within the practice, where patients consider their eye care options and make purchasing decisions. </li></ul></ul><ul><ul><li>Deliver the customized marketing messages right at the point-of -sale: your waiting room. Patients are engaged, focused and interested. </li></ul></ul>
  4. 4. People <ul><li>service personal and customers </li></ul><ul><ul><li>Patients </li></ul></ul><ul><ul><li>Family members </li></ul></ul><ul><ul><li>Referral Doctors </li></ul></ul><ul><ul><li>Suppliers </li></ul></ul><ul><ul><li>Employees </li></ul></ul>
  5. 5. Physical evidence: <ul><ul><li>Peripheral evidence: </li></ul></ul><ul><ul><ul><ul><li>Membership cards, health insurance ID cards, Specs case </li></ul></ul></ul></ul><ul><ul><li>Essential evidence: </li></ul></ul><ul><ul><ul><ul><li>Hospitality, building, interiors, facilities </li></ul></ul></ul></ul>
  6. 6. Process <ul><li>Job-shop operations </li></ul><ul><ul><li>Surgery, investigations </li></ul></ul><ul><li>People processing </li></ul><ul><ul><li>physically enter the service hospital </li></ul></ul><ul><ul><li>cooperate actively with the service operation </li></ul></ul>
  7. 7. <ul><li>SERVICE ENCOUNTER </li></ul><ul><ul><li>Level of contact - High contact </li></ul></ul>
  8. 8. Conceptual level <ul><li>CBC - Clear vision </li></ul><ul><li>Service concept -Serving people to preserve and improve eye sight </li></ul><ul><li>Service offer -Eye Tests, teleopthamology, eyeglasses, contact lenses, ophthalmology, and laser vision correction </li></ul><ul><li>Service form -Hospital Eye Service,Outreach camps initially, Insurance, Health Education programs </li></ul><ul><li>Service delivery - Medical consultation,spectacles,contact lens, laser surgery,post surgery check-ups </li></ul>
  9. 9. Packaging <ul><ul><li>Thoughtfully designed packaging captures customers’ attention and sets you apart from competitors. </li></ul></ul><ul><ul><li>In the Eye care industry, packaging is how patients perceive your practice and the products and services you offer as they walk through your doors. </li></ul></ul>
  10. 10. Positioning <ul><li>Be proactive and inform them that you can provide what they are looking for(Info about technology,cost,etc) and more. </li></ul>
  11. 11. The Services Marketing Triangle Internal Marketing Interactive Marketing External Marketing Company (Management) Customers Employees “ enabling the promise” “ delivering the promise” “ setting the promise”
  12. 12. Interactive marketing <ul><li>Technical quality </li></ul><ul><ul><li>Successful surgeries </li></ul></ul><ul><li>Functional quality </li></ul><ul><ul><li>Doctor’s handling of patients ,warmth, care for patients </li></ul></ul>
  13. 13. Facing 3 tasks <ul><li>Managing competitive differentiation </li></ul><ul><ul><li>Insurance </li></ul></ul><ul><ul><li>Stitch less (Phacoemulsification) Surgery </li></ul></ul><ul><li>Managing service quality </li></ul><ul><ul><ul><ul><li>Have a team of highly experienced and trained ophthalmic and paramedical professionals </li></ul></ul></ul></ul>
  14. 14. Productivity <ul><li>Increase productivity by </li></ul><ul><li>Hire and train more doctors </li></ul><ul><li>More effective services </li></ul><ul><ul><li>Color vision tests </li></ul></ul><ul><ul><li>Eye bank </li></ul></ul>
  15. 15. The total product concept GENERIC: Eye care EXPECTED: Clear vision AUGMENTED:Insurance POTENTIAL: Medical tourism
  16. 16. Credence attributes <ul><ul><li>Eye surgeries can be documented in CD and give after surgery </li></ul></ul><ul><ul><li>Customers have to trust that certain benefits have been delivered </li></ul></ul>
  17. 17. Service offer <ul><li>Hygiene factors: </li></ul><ul><ul><li>No side affects or post surgery Issues </li></ul></ul><ul><li>Superiority factors: </li></ul><ul><ul><li>Insurance for 2 years for eye surgeries </li></ul></ul><ul><li>Parity factors: </li></ul><ul><ul><li>stretch less and laser surgeries </li></ul></ul>
  18. 18. <ul><li>Thank you </li></ul>

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