1. Subject : Service Management
Topic : About Hospital Sector
Submit to : Ms.Tanvi Bhalala

2. TYBBA (Div-2) Group Members
Roll no. Name
226 Nasit Janak
237 Patel Vikas
238 Patel Vinay
239 Pathak Denish
252 Savani Jay
254 Shah Keval

3. Index
1. Overview of hospital industry
2. Outlook of hospital industry
3. Major hospitals in India
4. Emerging trend in health care
5. 7 p’s of Hospital industry

4. About Hospital Sector

5. Overview of Hospital Industry

6. Healthcare is a big issue among
urban Indians. Earlier, an Indian used to
spend hardly on his or her healthcare.
However, now there is an awareness
about health related issues and
problems. Not just men but women are
equally concerned about their health
and issues related to it.

7. In past decade, there have been a
number of healthcare companies that have
emerged in the country. Today, if you want
to go under a surgery then these hospitals
are well equipped to perform any kind of
surgery.
Hence, people are avoiding going
abroad and saving money. A surgery in US
could cost you $50,000 to $100,000 however
in India you could get it done only in
$10,000 to $15,000.

8. The Indian healthcare sector
comprises the sub-sectors of hospitals,
medical infrastructure, medical devices,
clinical trials, outsourcing, telemedicine,
health insurance and medical equipment.
India presently has 0.5 million doctors, 0.9
million nurses and around 1.37 million beds,
and has the highest number of medical and
nursing colleges, at 303 and 3,904,
respectively. In addition, the cost of medical
treatment in India is one-tenth that
compared to costs in the US and Europe.

9. Outlook of Hospital Industry

10. The main areas where a
number of market opportunities exist for
both domestic and foreign players in the
Indian healthcare domain include medical
tourism, healthcare insurance, telemedicine
and medical equipment.
Some of the advantages and
opportunity areas for further growth of the
sector are:

11. Rising medical tourism:
The main factors contributing to
rising medical tourism in India are presence of
a well-educated, English-speaking medical
staff, as well as state-of-the art private hospitals
and diagnostic facilities.
Growing economy:
With a growing middle class, and
rising health awareness and purchasing power,
the healthcare insurance sector is poised for
strong growth in coming years in India.

12. Telemedicine:
Growth in the telemedicine sub-
sector is taking place due to the need for specialist
doctors in rural areas, as most of them live in urban or
semi-urban centers of India. Rural areas, roughly with
a population of 700 million, can be provided healthcare
facilities through telemedicine, with remote diagnosis,
and monitoring and treatment of patients via
videoconferencing.
Healthcare infrastructure:
Growth in Indian healthcare
infrastructure is accompanied by strong demand for
medical equipment such as x-ray machines, CT
scanners and electrocardiographs, highlighting an
opportunity for global players making quality products
in this space.

13. Major Hospitals in india

14. 1. All India Institute of Medical sciences (Delhi)
2. Apollo Hospitals (New Delhi)
3. Wockhardt Ltd (Mumbai)
4. Fortis Hospitals (Noida, UP)
5. TATA Memorial Hospital (Mumbai)
6. Christian Medical College (Vellore)
7. Post Graduate Institute of Medical Education and Research. (PGIMER)
8. Lilavati Hospital (Mumbai)
9. Bombay Hospital (Mumbai)
10. Sri Ramachandra Medical College and Research Institute (Tamil Nadu)
11. Medanta The Medicity (Gurgaon)
12. amrita institute of medical sciences (Kerala)
13. MIOT hospitals (Tamil nadu)
14. Artemis Hospital (Gurgaon)
15. The National Institute of Mental Health and Neuro Sciences (NIMHANS)

15. Emerging trends in Healthcare

16. Dual Disease Burden:
Urban India is now on the threshold of becoming the disease
capital of the world and facing an increased incidence of Lifestyle
related diseases such as cardiovascular diseases, diabetes, cancer,
etc. At the same time, the Urban Poor and Rural India are
struggling with Communicable Diseases such as tuberculosis,
typhoid, dysentery etc. Rural India is also seeing a higher
occurrence of Non-Communicable Life-style related diseases.
Lack of Infrastructure and Manpower:
Accessibility to healthcare services is extremely limited to
many rural areas of the country. In addition, existing healthcare
infrastructure is unplanned and is irregularly distributed.
Further, there is a severe lack of trained doctors and nurses to
service the needs of the large Indian populous.

17. Rise in disposable income:
Households in the above INR 200,000 per
annum bracket can benefit from an increase in disposable
income from 14 percent in 2009-2010E to 26 percent in 2014-
2015P making healthcare more affordable.
Medical Tourism:
India emerging as a major medical tourist
destination with medical tourism market.

18. Drivers of growth for the Hospital Sector:
Increase in Population: Increase in
Population: Expected increase in population from
about 1.1 billion in 2009-2010 to 1.4 billion by 2026.
Shift in demographics:
60 percent of the population in the younger
age bracket and an expectedincrease of geriatric
population from current 96 million to around 168
million by 2026.

19. Increase in lifestyle-related diseases:
There is likely to be a marked increase in the
incidence of lifestyle-related diseases, such as
cardiovascular, oncology and diabetes, when compared to
the communicable and infectious diseases
Rising Literacy:
Growing general awareness, patient preferences
and better utilisation ofinstitutionalised care as a result of
increase in literacy rates.

20. 7p’s Hospital Industry

21. People
The patients, clients, customers, prospective
patients, providers, staff, management – everyone –
involved in the healthcare organization, facility, or practice.
Surprisingly, this heading wasn’t one of the four
original Marketing Ps. (What were they thinking?) Above
all else, healthcare is a people business—so it’s first on our
list.
The people who deliver a service are a significant
ingredient in the product itself. Consumers evaluate service
and satisfaction based on perceptions and personal
interactions. A patient doesn’t have much insight to a
physician’s clinical skills, but they will know if they are
pleased based on dealt with them as a person. Your
reputation and your brand are not yours alone—it’s a
matter of teamwork.

22. The amount paid in exchange for the
value received. Price must be competitive and lead
to profit, but may vary within promotional and/or
bundle purchase options.
Price is a toughie in the healthcare
industry. Sometimes there are few or no options:
Price is what it is, or maybe it’s paid through an
individual’s insurance. Elective care or cosmetic
procedures, of course, are a different animal.
Anywhere in this spectrum, price is also a function
of value, competition in the marketplace, and
affordability. Take a serious look at those areas
where there is flexibility, and be open to adjusting
prices.
Price

23. Presenting the correct product (goods and/or
services) with values that meet or exceed the needs and
expectations of the target market.
When was the last time you took an unbiased
and critical look at yourself—products, service, value
proposition, facility—the works? For a toothpaste
company, the “product” is a box on the store shelf. But
the product for service organizations is usually defined
in terms of personal happiness: less tangible than a
pretty box and not easily quantified.
The primary determinant is in knowing that
customers perceive and receive value and satisfaction
by way of your healthcare practice or organization.
Product

24. For this list, it’s convenient that Promotion begins
with a P, but some healthcare professionals react negatively to
the “retail” or “blue-light-special” connotation. A better label for
this category is communications, meaning all the direct and
indirect ways of expressing yourself (your practice, your brand,
your services) to those who need and want your services.
This includes both personal or direct interaction
(one-to-one, inspiring referrals), and interacting with many
(advertising, public relations, publicity). In all instances, this is
done in a professional way. The objective is to critically examine
how, where and when you let others know about what you can
do for them. (And those in need want this information.)
This is also where you consider changes in the
media that’s in play. A few years ago, nobody had a website. And
a few moments ago, Social Media Marketing had yet to be
invented. Some newspapers have disappeared or gone online
only. Magazines and other publications, online and in print,
adjust to capture audiences.
Promotion:

25. Place
Presenting products or services to the customer
(patient, client, end-user) in the right place and at the right
time.
The most obvious “place” is the office, facility,
Surgery Center—where the product meets the user. In
healthcare, the place for purchase decision is often separate
from where and when product/service is delivered. Keep this
spectrum in mind…a change in location can impact the
decision to buy. And it’s likely that more than one “place” is
involved when there are multiple providers in the practice
and/or multiple offices.
(Importantly, place can also refer to your
marketplace demographics, or even the world if you deliver
services over the Internet.)

26. Packaging
What the customer perceives and experiences about you,
your product/service—tangible and intangible—in every form of visual
contact. (Sometimes “Physical” or “Physical Evidence.”)
This is not only the hands-on, physical container of a
physical product…the definition is also experiential, and often more so for
healthcare marketing. Look at this through the end-user’s window, and
everything counts. Take a fresh look—as if for the first time—at the
appearance of the physical office or location, the impression of your
reception area, the look and feel of brochures and website, and even the
appearance of staff.
Some doctors never walk through the front door of their
own office. Try it. You might be surprised to see what patients are seeing as
they form their first impressions. (First impressions take about 10 seconds
to form…and you’ve only got one shot at it.)
Packaging can also refer to how you bundle services (think
of a plastic surgeon offering a “mommy makeover” —lipo and tummy
tuck—for moms who have finished having children).

27. Positioning
How your brand, product or service is perceived
in the hearts and minds of customers and prospective
customers.
Positioning means, “Why you?” Another toughie.
Think of positioning as what you would want
people—both patients and prospective patients or customers—
to say about you? Would they use the same words that are part
of your marketing message? Acknowledged experts in
positioning, authors Reis and Trout, say that what your
customers think and say about you is an absolute critical
success factor. And that saw cuts in both directions—positively
and negatively.