Marketing Medical Services at Apollo
Hospitals to the American Consumer
Group 3B

About Apollo Hospitals
 Started in 1983 out of Chennai
 Presently has a 43 hospital network (7500
beds)
 Largest healthcare group in Asia

About Apollo Hospitals
 Cardiology
 Orthopedics
 Spine Surgery
 Oncology
 Nephrology
 Critical Care
 Cosmetic Surgery
 Liver Transplant
 Bone marrow transplant

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

Decision to go global

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

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

Analysis of threats and weaknesses

Strategic Issues

Strategic Issues
Types of Medical
Tourists likely to
enter India
Mounting Complexity

Recommendation (Market Segment)

Action Plan - Promotion

Action Plan - Place

Action Plan - People

Action Plan - Process

Action Plan – Physical Evidence

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

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