Marketing Services to a new market

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Marketing Apollo Hospital Medical Services to the American Market. Medical Tourism

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Marketing Services to a new market

  1. 1. Marketing Medical Services at Apollo Hospitals to the American Consumer Group 3B
  2. 2. About Apollo Hospitals  Started in 1983 out of Chennai  Presently has a 43 hospital network (7500 beds)  Largest healthcare group in Asia
  3. 3. About Apollo Hospitals  Cardiology  Orthopedics  Spine Surgery  Oncology  Nephrology  Critical Care  Cosmetic Surgery  Liver Transplant  Bone marrow transplant
  4. 4. Description of Service  First contact through website/call centre/local presence  Direct contact with surgeons on registration  Travel arrangements  Hospital admission (staff pickup at airport)  Medical procedure  Comprehensive reports on discharge  Tie ups with US hospitals for post treatment care
  5. 5. Decision to go global
  6. 6. Target Market 750,000 Americans travelled abroad to seek medical care in 2007 2007 1 2008 45% Projections of number of medical 2 2009 tourists originating in USA 3.5 2010 6.5 2% 20 2011 8 2012 9.5 27% 15 2013 11 2014 10 12.5 2015 13.5 26% 5 2016 15 m N o n b u e s r 2017 16 l i 0 2006 2008 2010 2012 2014 2016 2018 Year
  7. 7. SWOT analysis – expansion to USA High Cost advantage in 50m uninsured India. Americans. Eg. Open heart surgery Post Operative 20% of the 250m insured costs about $150,000 in convalescence do not qualify for certain (USP in India) USA and $14000 in procedures. Thailand as against $7000 in
  8. 8. Analysis of threats and weaknesses
  9. 9. Strategic Issues
  10. 10. Strategic Issues Types of Medical Tourists likely to enter India Mounting Complexity
  11. 11. Recommendation (Market Segment)
  12. 12. Action Plan - Promotion
  13. 13. Action Plan - Place
  14. 14. Action Plan - People
  15. 15. Action Plan - Process
  16. 16. Action Plan – Physical Evidence
  17. 17. Pricing Procedure USA Apollo Hospital Percentage of US Cost Bone Marrow $250,000 $70,000 28% transplant Liver transplant $300,000 $70,000 30% Heart Surgery $30,000 $8,700 29% Orthopedic Surgery $20,000 $6,500 30% Cataract $2,000 $1,350 65% Dental Procedures Metal Free Bridge $5,500 $600 10% Dental Implants $3,500 $900 25% Porcelain Metal $3,000 $600 20% Bridge Porcelain Metal $1000 $100 10% Crown
  18. 18. References  Deloitte study on Medical Tourism (Produced by Deloitte Centre for Health Solutions)  2008 Survey of Health Care Consumers (Produced by Deloitte Centre for Health Solutions)  Medical Tourism: The Ultimate Outsourcing by Joseph Marlowe, Senior Vice President, and Paul Sullivan, Assistant Vice President, AON Consulting  Mapping the market for medical tourism by Tilman Ehrbeck, Ceani Guevara, Paul Mango (McKinsey Quarterly)  Medical Tourism: Implications for Participants in the US Health Care System by David Williams and John Seus (MEDPHARMA PARTNERS LLC & MEDTRIPINFO.COM)  Curing the World: An Opportunity for Medical Tourism in India (Dessence Consulting)  The key issues and challenges in medical tourism sector in India (A Hospital perspective) Dr. R Gopal, Director, Dr. D. Y. Patil Institute of Management Studies, Navi Mumbai

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