1.  Presented B y:
1. Ramesh
2. Veeresh Aradhya G P
3. Rudramuni M D
4. Md Modassir Hassan
5. Biswajit Chakraborty
Presented to – Prof. Akhila R. Udupa17/12/13
Title: Health Care Industry In
Service Marketing (India)

2. 2
IndianIndian
Healthcare SectorHealthcare Sector

3. Rapid Expansion….
 Healthcare is one of India’s largest sectors, in terms of revenue and
employment, and the sector is expanding rapidly.

The sector is more than $34 billion, translates to $34 per capita, or
roughly 6% of GDP.
 This year, India’s healthcare sector is projected to grow to nearly $40
billion.

The private sector accounts for more than 80% of total healthcare
spending in India.
 One driver of growth in the healthcare sector is India’s booming
population.
 Veeresh
3

4. Expanding Middle Class-An opportunity
 By 2025, an estimated 189 million Indians will be at least 60 years of
age—triple the number in 2004, thanks to greater affluence and better
hygiene.
 The growing elderly population will place an enormous burden on
India’s healthcare infrastructure.
 Expanding middle class-
4
2009-2012 65.5

5. Changing Scenario of Service
 More women are entering the workforce as well, further boosting
the purchasing power of Indian households-changing composition
of healthcare sector workforce.
 Many of these women are highly educated: the ratio of women to
men who have a college degree or higher level of education is
40:60
 Lifestyle diseases are faster than infectious diseases in India
 Result - increase in cost per treatment, wellness programs
targeted at the workplace.
 Could help to reduce the rising incidence of lifestyle diseases.
 Example: Nursing jobs in medical department.
5

6. Changing Scenario of Service
 More women are entering the workforce as well, further boosting
the purchasing power of Indian households-changing composition
of healthcare sector workforce.
 Many of these women are highly educated: the ratio of women to
men who have a college degree or higher level of education is
40:60
 Lifestyle diseases are faster than infectious diseases in India
 Result - increase in cost per treatment, wellness programs
targeted at the workplace.
 Could help to reduce the rising incidence of lifestyle diseases.
 Example: Nursing jobs in medical department.
6

7. In Different view…
Service Marketing Mix…7

8.  Price-
The government uses price controls to ensure that vital drugs are
affordable to the Indian population. It is an ongoing challenge to
balance the commercial interests with the broader social
objective.
8

9. Physical environment-
 The physical infrastructure is woefully inadequate to meet today’s
healthcare demands, much less tomorrow’s. Of the 15,393
hospitals in India in 2002, roughly two-thirds were public.
9

10.  It refers to the contact
point between customer
and service provider who
gets the benefit of the
service. That focuses on
identification of a suitable
location.
 Major issues regarding the
decision of a place are
Accessibility (ease &
convenience with which a
service can be purchased,
used or received ) and
Availability.
10
Place

11.  Telemedicine—the remote diagnosis,
monitoring and treatment of patients
via videoconferencing or the Internet.
Telemedicine is a fast-emerging trend
in India, supported by exponential
growth in the country’s information
and communications technology (ICT)
sector, and plummeting telecom costs.
11
Telemedicine

12.  Many hospitals have developed public-private partnerships
(PPPs), among them Apollo, AIIMS, Narayana Hridayalaya,
Aravind Hospitals and Sankara Nethralaya for Telemedicine.
12

13. Do Bharat baste hai India
mein…
 Process
The healthcare divide- When it comes to healthcare, there are two India's: the country
that provides high-quality medical care to middle-class Indians and medical tourists
(25% Indians), and the India in which the majority of the population lives with no access
to quality care.
 Mission- the government is working to increase the capabilities of primary medical
facilities in rural areas- free medicines.
13

14. 14

15. CHARACTERISTICS OF
HEALTHCARE INDUSTRY
 1) Intangibility: Health care services being highly
intangible, to beat this intangibility the irony of
modern marketing takes place such as use of more
tangible features to make things real and believable.
 Ways to overcome this drawback:
 Visualization: The industry has to make available
visualization so that, search and experience qualities
are crystallized.
 E.g. Press releases, distribution of brochures and
leaflets, newsletters, digital marketing and media
campaigning. Rudramuni

16. 07/08/16SLIMS
16

17. 2) Inconsistency: Quality of service offered differs from one extreme to another.
This is because of total dependence on human interactivity or playing human
nature, i.e. because human beings can never mechanize or replicate themselves.
(mistake happens by human being) (Cant be standardized, its highly variable )
 Ways to overcome this drawback:
 Training: A scheduled Training of the employees in respect of the
work/service can prove to be the best solution to this drawback.
 E.g. American Medical Association makes it mandatory for its member doctors
to undergo 6 weeks of training every year or 6 month of training every 6 years.
 Automation: The service providers analyze that, human quality deteriorates
(when someone continuous trying to do something very difficult) with
repetition of work; this has an ill effect during the final delivery of the service.
 E.g. Automatic blood testing equipments ensuring safety and accuracy

18. 3) Inseparability: Service transaction becomes unique because it mandates,
during transaction, the physical presence of the provider and the consumer.
Which means services are typically produced and consumed
simultaneously , production and consumption are inseparable.
 Ways to overcome this drawback:
 Training: This is the best way out for the setback. As the provider of one
service can not be made available at two different places at the same time if the
situation demands so, unlike, in the case of products where the producer of the
same need not be present at all times where the transaction takes place.
 E.g. Wockhardt & Duncans Gleneagles International as set up a dedicated
teaching centre for paramedics, particularly, nurses and also provide higher-
end courses for doctors.

19.  4) Perish ability: Services are intangible, they cannot be packed
& neither can be stored nor can they be inventoried. The
implication is that the service has to be produced and consumed
instantly; there is no scope of storage.
 Ways to overcome this drawback:
 Managing demand & supply: That is to say that, there has to be
provision for all sorts of stipulations at all times to the greatest
possible extent.
 E.g. Service developments according to market needs.

20. Service Flower
 CORE PRODUCT
 Treatment of human ills
 EXPECTED PRODUCT
 Infrastructure to support reasonable number of beds
 Operation theatres
 Equipments – like Cardio-respiratory supportive equipment
 AUGMENTED PRODUCT (To increase the size or value of something by
adding something to it)
 Ambience: (when the qualities of a place and the way it makes you fell.)
 Central Air-conditioning
 Automation equipments (X-Ray Scanners, Printers, Photo Scanners, etc)
Biswajit

21. Supplementary Services

22. Blueprint….22

24. Customer Relationship
Management (CRM)

25. Vision

26. Single Bed room
Cabin
Ambulance

27. Waiting room
Canteen Patient waiting room

28. Housekeeping

29. CIMS International Patient Services
Team will take care of the following:
 Appointment Scheduling
 Treatment Packages in Advance
 Visa Assistance*
 Airport Pick-n-drop facility
 Hotel reservations assistance
 International newspapers
 Ambulance pick-up, if required
 Assistance for dining services
 Follow-up assistance for future appointment
schedule after discharge

30. Testimonial (Believes is True)
 Our stay at the Hospital has been excellent.
 Our room has been kept clean by men and women who were
very charming and who take their work seriously with a lot of
humbleness. (Nurse & Housekeeping)
 This group of people was a team that demonstrated to us the
warmth of this place.
 This team of Doctors was just wonderful. They were more than
what I have ever seen before.
Patient & Relative: Healthy stay

31. INNOVATIONS IN HOSPITAL INDUSTRY
• Auto check-in and check out
• Specialty hospitals
• Aromatherapy at Apollo.
• Biventricular pacing.
• Bone bank at AIIMS.
• Hospital administration.
• Medical records management.
• Oxygen under pressure treatment at Apollo.
• Waste management.
• Telemedicine.
• Virtual Hospitals

32. TECHNOLOGIES IN HOSPITAL INDUSTRY
• Same day OPD
• Online reports
• Imaging/ MRI Scan
• Key Hole Surgery
• Medical transcription
• Biotechnology
• Nanotechnology
• SST: Self checking Machines/ equipments

34. MEDICAL TOURISM

35. PROBLEMS FACED BY THE INDUSTRY
• Low public spending on health
• Lack of adequate beds in the hospitals
• Lack of emphasis on prevention
• Enforcing standards of medical care rendered by
hospitals and private health practitioners
• Extremely low bed : people ratio
• Dominated by Government and Charitable Hospitals.
• IMPORTANT : More research, awareness and
communication and greater public involvement in
understanding health issues.
shot view about the poor scenario...

36. 36
1. When Doctors are not
available ….!! Kolkata..
2. Less awareness !! Don't even
know what kind of disease it
is……..!! Bihar..
3. Lack of adequate beds in the hospitals…. !! Shiliguri (Tripura)

37. 37
4. That old lady was asked to fill up the
form before her daughters treatment, But
is it necessary when the critical situation
arises ? Rajasthan…
6.Wastage
5. Social norms:
(not able to
share their views
towards the
male doctor.)
Rajasthan
7. Result: Poor
Health

38. 38
8. Gender bias : Why should I abort my
child girl ? Delhi, Mumbai, Punjab
9. Yes, I am illiterate , so that you will give
me the medicine with expire date ?
……………………….Jharkhand
11.People like them selling the Drugs ..!
Kolkata ………
10. Unnecessarily selling of pain
killer ..ultimately destroying our
immunity !!

39. In few words... “Conclusion”
The Indian healthcare sector can be viewed as a
glass half empty or a glass half full. The
challenges the sector faces are substantial, from
the need to improve physical infrastructure to
the necessity of providing health insurance and
ensuring the availability of trained medical
personnel with the opportunities available
equally.
“Being Human, because we are social
animal and we need each other”
39

40. Smiling is the Best Medicine,
So, Keep smiling & Be stress free and
Healthy....!
40
After all ………..!
Living in the favourable and unfavourable situation is called
"PART OF LIFE",
But smiling in all those situations is called
"ART OF LIFE".

41. THANK
YOU FOR
YOUR
PATIENCE
Any Question ????