Service Marketing in Hospitals

1. MEDNOMIC GROUP OF HOSPITALS

2. HEALTHCARE INDUSTRY
Indian healthcare market is worth ~ US$ 100 billion
Top leading companies are Apollo group, Fortis,
Max, Duncan, Ranbaxy group company etc.
The Indian Health Care Industry earns revenues
accounting for 5.2% of gross domestic product
Expected to grow to US$ 280 billion by 2020 with
CAGR of 22.9 %.

3. NEED OF A NEW HOSPITAL CHAIN
Fastest growing population
Burden of non-communicable disease and re-emerging
infectious disease
Lack of absence of infrastructure
Paucity of doctors and nurses
Low public spending on health
Other healthcare parameters

4. STP ANALYSIS
SEGMENTATION
Geographical: Rural areas, Semi-urban areas and Urban areas
Speciality: Private clinics, Nursing homes, Speciality & Multispecialty hospitals
Class: Lower Class, Middle Class, Upper Middle Class, Upper Class
Psychographic: Benefits – Quality, Service, Economy, Speed
TARGETING
Geographical: Semi-urban areas
Speciality: Speciality hospitals
Class: Middle Class, Upper Middle Class
Psychographic: Benefits – Quality, Service, Economy
POSITIONING
“Quality healthcare experience with a commitment to the exemplary
physical, emotional and spiritual care”

5. SERVICE TRIANGLE
HOSPITALS
DOCTOR PATIENT
= COMPANY
PROVIDER = = CUSTOMER

6. Marketing Mix
Product: Service like Emergency, Ambulance, Diagnostic,
Pharmacy, Casualty
Price: Deluxe (Rs.3500/day), Private (Rs.1800/day), Cubical
(Rs.1000/day) and General ward (Rs.600/day)
Place: ETA II, Greater Noida and Ankur Vihar, Ghaziabad
Promotion: Free medical camp, check-ups & acupressure
People: Patients, Doctors, Nurses and other staff
Process: Inpatient and Outpatient
Physical Evidence: Ward, Counter, Dress code, Aroma etc.

7. GAP MODEL
The Customer Gap: Difference between expectations
and perceptions
Provide Gap 1: Not knowing what customers
expectation
Provide Gap 2: Not selecting the right service designs
and standards
Provide Gap 3: Not delivering to service standards
Provide Gap 4: Not matching performance to promises

8. SERVICE BLUEPRINT

10. SERVICE DELIVERY
BEFORE
 Communicat
e Values
 Present
Evidence
 Manage
Expectations
DURING
 Initiate
Service
 Deliver
Values
 Conclude
Interaction
AFTER
 Service
Souvenirs
 Follow-up
interaction
 Feedback
Monitoring

11. Create a comfortable environment
Communication and Care
Consistent Multi-channel interaction
Training for all staff members
Ask patients to rate your service
STRATEGY FOR CUSTOMER SATISFACTION

12. PROFITABILTY PROJECTIONS
PARAMETERS COST INCURRED
Land Cost 3,00,00,000
Construction Cost 10,08,00,000
Medical Equipment’s Cost 2,80,46,000
Total Cost 15,88,46,000
Total Cost/Bed 31,76,920
Revenue/year Reqd. (4 yrs.) 3,97,11,500
Revenue/day Reqd. (4 yrs.) 1,08,798