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Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
Eyecare service
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Eyecare service


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