A case Study on Parkway- Presentation- Marketing Management- Price Promotion- 4P's

1. Parkway
Group
Hotels
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2. History
 Parkway Group Healthcare, headquartered in Singapore,
was founded by Dr. Lim Cheok Peng and others in 1987 and
has grown internationally by annexing other hospitals.
 Parkway Pantai is one of Asia’s largest integrated private
healthcare providers operating in Malaysia, Singapore,
India, Greater China and Brunei. For over 40 years, its
Mount Elizabeth, Gleneagles, Pantai, Parkway and Fortis
brands have established themselves as the region’s best
known brands in private healthcare, synonymous with best-
in-class patient experience and outcomes,
 Leveraging its global track record for medical excellence
and managing world-class hospitals, Parkway Pantai is
committed to making a difference in people’s lives through
excellent patient care, steadily expanding its reach in
markets where demand for quality care is strong and
growing.
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3. History
 Parkway Pantai is a leading healthcare player in its home markets of Malaysia,
Singapore and India and key growth markets of China and Hong Kong.
 Parkway Pantai is the second largest private healthcare provider in India with a
strong stable of hospitals across 14 key cities.
 It is part of IHH Healthcare, one of the world’s largest healthcare groups by
market capitalisation.
 IHH operates more than 15,000 licensed beds across 80 hospitals in 10 countries
worldwide, offering the full spectrum of integrated healthcare services from
clinics to hospitals to quaternary care and a wide range of ancillary services .
 Parkway Pantai has more than 20 patient assistance centres across the globe,
providing patients with seamless patient care and a one-stop referral source to its
hospitals and services.
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4. Parkway Hospitals Procedure
 Focuses on providing excellent
service
 Service starts from pre-admission
procedure to post-surgical care.
 Applies different set of service
standards in different hospitals.
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5. Parkway Hospitals Procedure
 Patients can approach the reception
instead of making appointments
beforehand.
 Doctors on duty examine and make
preliminary recommendations.
 Parkway assistance center helps patients
schedule appointments, in medical
referrals.
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6. Parkway Hospitals Procedure
 Parkway attends to more than just the
patient’s comforts.
 Parkway Assistance center in India can
arrange for a hotel or service apartment
for accommodation in Singapore.
 Ensures admission without delay in case
of emergencies.
 Ensures all- round support before, during
and after hospitalization.
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7. Global reach + Acquisitions
 Parkway group owns a network of 21 hospitals, including four
private hospitals in Singapore and more than 60 medical
centers, clinics, and ancillary healthcare facilities in
Singapore, Hong Kong, Malaysia, India and China.
 It also has a network of regional hospitals in Malaysia, India
and Brunei, including Jerudong Park Medical Centre.
 A number of health-tourism providers work with Parkway
Pantai's hospitals to develop medical tourism. It has more
than 4,000 licensed beds in aggregate.
 The Group's other healthcare network in Singapore includes
Parkway Shenton Pte Ltd, one of Singapore's biggest general
practices; Parkway Health Radiology, a leading radiology
service provider; and Parkway Health Laboratory, a major
provider of laboratory services locally.
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8. Global reach + Acquisitions
 Parkway Pantai operates private hospitals in Singapore, Brunei, China, Hong Kong,
Malaysia, India, Vietnam and the United Arab Emirates. Its Healthcare also owns the
International Medical University. In July 2017, According to the reports, Parkway
Pantai issued a US$2 billion multicurrency bond to refinance its debts.
 Some of Parkway's hospitals are subjected to international healthcare accreditation
which are rapidly spreading in different parts of the world.
 Parkway bought an additional 35 million shares, or an 8.8 per cent stake, in the open
market for RM1.70 each. The company also purchased 24.3 million warrants from
Datuk Lim for RM1.33 apiece, bringing the total to RM311.6 million.
 Parkway, which is 26 per cent owned by US private equity fund Newbridge Capital,
said there will be potential operational synergies with its existing two Malaysian
hospitals and other hospitals in the region. With the deal, Parkway would control
Pantai's seven hospitals and about 1,000 beds.
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9. SOME OF THE SERVICES
OFFERED
 Patient counselling
 Medical refferrals and appointments
 Evacuation and repatriation assistance
 Travel-related assistance
 Accommodation assistance
 Airport meet and greet service/transfer
arrangement
 Multi-language translation/interpreter service
 Site seeing
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10. SERVQUAL
ATTRIBUTES
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11. PRODUCT
 Parkway offers ultra wide range of services in medical tourism and hospital
 Parkway offers consultation on every aspect medical science.
 The differentiation from other services come with the quality of services
provided by the parkway.
 They offer the track record of the doctors to the patient and provide the liberty
to patient to choose the doctor.
 They receive the patient and the staff will work according to the instruction of
the doctor. The doctors are clear to their statement and even encourage
positivity in patients
 They offer room services depending on the variant from delux to suite
providing budget choice for the patients.
 The rooms and services will not you of the presence in the hospital.
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12. PRICING
 Parkway hospitals provides variant in pricing of its services, the pricing is
classified to room, doctor fee and hospital fee.
 The room prices start from a single room for $591 to royal suite for $7896
 In similar way the doctors fee and the hospital fee is charged based on the
variant
 Parkway focused on providing services to all classes of people hence
chose the variation pricing model to provide the effective services
according to the budget and necessity of the patient.
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13. PLACE
 Focuses on delivering excellent medical care – pre-admission to post-surgical.
 Patients can approach the reception counter for assistance.
 Based on the recommendations of on duty doctor, specialists are brought in.
 Operates 80 hospitals – Singapore, Malaysia, Brunei, India, UAE.
 Largest private healthcare operator in Singapore and second largest in India
and Malaysia.
 Danat Al Emarat Women & Children’s Hospital in Abu Dhabi - equipped with high-
speed Internet, video-on-demand, and video games for children.
• The Royal Suites have dedicated medical staff exclusive to each suite.
 Gleneagles, Singapore invites specialists to its premises, who later admit
patients to Gleneagles.
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14. PROMOTION
 Billboards and Online Advertisements
 Billboards placed at major intersection to deliver catchy and powerful
messages
 Use of promotional emails and ads
 Health news
 Success stories and educational articles circulated amongst target segments
 Air Ticket Jackets and Leaflets
 Marketing contents distributed with air ticket jackets and leaflets
 Events
 Strengthen brand image and public relations
 Lunch and Dinner Programs
 Indirect marketing through referrals
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15. Strength
• Good customer relationship.
• Highest quality at competitive pricing.
• Parkway health working environment is one of the best in
any kinds of health care customer service
• Strong brand value
• Add-on benefit for their patients
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16. Weakness
 Lack of adequate training facilities for employees.
 Very expensive service. This reduces the target market as
only the rich and upper class can afford such expensive
treatment. Hence, Parkway engages in niche marketing.
 Limited delegation of power. Employees at mid and lower
level hardly have the capacity to make independent
decisions.
 The marketing team lacks proper coordination which has
resulted in poor advertising activities over the years.
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17. 17
Singapore’s reputation for high
quality care.
Ease of doing business
ranking.
Population ageing and rising
share of chronic diseases.
Potential to show market
share in niche areas.
Sustained government
commitment to education and
training of medical
professionals.

18. 18
Potential standard market for foreign and
local patients.
Regulation: either too lax regarding quality of
care or too restrictive (hiring foreign doctors).
High cost to public sectors in promoting and
rising prices for local consumers.

19. WHAT ARE THE PRICING STRATEGIES
PARKWAY CAN ADOPT?
1. PSYCHOLOGICAL PRICING:
 Psychological aspects help to understand the customer’s affordability.
 It should not be too high or too less. There should be a perfect matchup for the
pricing aspects to make an effective place in customer’s perception.
2. VALUE BASED PRICING:
 They can make their pricing according to the value they are providing to the
customers.
3. TARGET RETURN PRICING:
 Return on Investment is again one of the most important and effective pricing
strategy that may be adopted by the company to make an effective and profitable
aspect in the market.
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20. EFFECTIVE DISTRIBUTION STRATEGY FOR
PARKWAY
1. TIE UP WITH HOSPITALS:
 Tie up with hospitals, Labs and specialists.
 To spread the services and their benefits is required for the development of medical
tourism.
 To make their medical services easily available and at a competitive price.
2. TRAVEL SERVICES:
 Travel service providers are again an important channel partner for medical care centres
that can add value to their services and can help them to connect with the customers
24×7.
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21. COMMUNICATION STRATEGY FOR
PARKWAY
1. ADVERTISEMENT CAMPAIGN:
 For the customers to be aware about the services and their advantages/differentiation, the
company needs to go for advertisement to catch the mass audience.
2. LUCRATIVE OFFERS AND PACKAGES:
 to attract and catch the customer’s perception.
 The word offer itself makes a place for it in the consumer mind and perception.
 to market and position the company in consumer perception.
3. REWARDS AND COUPONS:
 To retain the customers and keep them motivated.
 Time to time go for various coupons and reward points system to communicate with
customers and make them aware about the new offering helps the company to keep the
customers remind about the company and its services.
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22. Questions
1. With many hospitals in Asia competing in the medical tourism market,
how can Parkway position itself in order to attract more patients?
 Provide services as promised also They maintain error-free records and Provide
services at the promised time
 Prompt service to customers and Readiness to respond to customer’s requests are
their best responsive characteristics
 Develop confidence in customers and Making customers feel safe and also by being
Consistently courteous
 Giving customers individual attention and Having the customer’s best interest at
heart
 Understanding the needs of the customers
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23.  Modern equipment State of the art technology
 Visually appealing facilities
 They have a broad service packages and facilities for the customers to help
them get treated effectively and at an affordable and competitive price.
 Parkway hospitals have initiated various Medicare services like LDLT, stem
cell treatment and various other innovation and scientific services which is
really an add on benefit for Parkway Hospitals to enhance their market
positioning in Singapore.
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24. 2. Parkway hospitals do not employ many doctors but depend on
the use of the hospital services by private specialists. What are the
risks in this approach?
 The hospital would not be in charge
 Compensation can be changed resulting in increase in cost
 There may be new technology. For example: Electronic Health
Record(HER) which would not be as same as their EHR.
 Gap between perceived and expected services.
 Gap between the management perceptions and the service quality
specification.
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25. CONCLUSION
• Parkway understands patients have the right to be treated with dignity,
respect and kept fully apprised of the progress of their treatment.
• Parkway’s biggest strength lies in its ability to capture the markets for
medical tourists in the Asian region.
• Parkway is leading Asia to become a hub for patient treatment with great
health benefits and high quality service.
• Low cost, high quality health care in Asia can attract 10 million tourists a
year.
• If parkway continues to expand its reach and maintain the world class
quality of its medical establishments, sky is the limit for what it can achieve.
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26. THANK
YOU
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27. ANY QUESTIONS?
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