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7 ps strategies in hospital


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Published in: Marketing
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7 ps strategies in hospital

  1. 1. 7 Ps strategies in North Star Hospital Sadhika Katiyar Gaurav Katiyar Rupesh Kumar Mishra Pranay Ranjan Srivastava Ashish Chandra Namam Tilak Dwivedi Saurabh Singh Rajput
  2. 2. Company: Here, the hospital is the company that dreams up an idea of service offering (treatment), which will satisfy the customer’s (patient’s) expectations (of getting cured). Customer: The patient who seeks to get cured is the customer for the hospital as he is the one who avails the service and pays for it. Provider: Doctor, the inseparable part of the hospital is the provider, as he is the one who comes in direct contact with the patient. The reputation of the hospital is directly in the hands of the doctor.
  3. 3. 7 P’s
  4. 4. PRODUCT •In order to provide effective and reliable services, the hospital is fully equipped with various facilities. • A brief introduction about these facilities / programs in NORTH STAR is tabulated below: •Tie up with Paliwal Pathology •Essential medical facilities like x-ray and ultrasound are available in hospital premises •There is 3 O.T. and 1 labor O.T. available in hospital premises •There is 11 bed ICU and 5 bed NICU
  6. 6. PLACE • Avoid inconveniences • Adequate transport & communication facilities • Avoid congestion & atmospheric pollution Under hospital marketing, distribution of Medicare services plays a crucial role. This focuses on the instrumentality of almost all who are found involved in making services available to the ultimate users. In case of hospitals the location of hospital plays a very important role.
  7. 7. PROMOTION Promotion techniques Personal Impersonal Hospitals for promotion use either advertisement or PR or both after taking into consideration the target customers, media type, budget and the sales promotion.
  8. 8. Personal promotion: i.e. word of mouth plays an very important role in promotion of hospitals because the patients who come to a hospital generally have the old patients of that hospital as referrals. PROMOTION
  9. 9. Impersonal promotion: 1. Press release 2. Print media like Newspapers, Magazines and Journals. 3. Hoardings and wall writings near the markets and recreation centers. PROMOTION
  10. 10. PRICE •Pricing is the most important and significant factor in deciding a hospital for a particular treatment. •Normally in case of general diseases it may not be a required element since its treatment is easily available, but when it comes to treatment of complex disease people often opt for good hospitals irrespective of how much it cost.
  11. 11. PRICE •SUPER DELUXE CLASS: A/C single occupancy room with TV, DVD player, fridge with water dispenser, ready tea/ coffee mix, phone and attached bathroom. • PRIVATE CLASS: Can incorporate two patients in one room. Has an attached bathroom and 2 TV and 2 sofas. Can build the bondage of togetherness between two patients. •CUBICAL CLASS: A 22 bedded partitioned room to enhance patient’s privacy. Has an open balcony for easy mobilization of patients under the supervision of skilled nursing staff
  12. 12. PRICE • GENERAL CLASS: It is similar to AC General, but it is without AC and without any partitioned. Its accommodation charges is least compared with other forms of accommodation. Facilities 1) Super Deluxe Class 2) Private Class 3) Cubical class 4) General Class Price Rs. 4275 per day Rs. 2775 per day Rs. 1275 per day Rs. 975 per day
  13. 13. PEOPLE Under hospital marketing the marketing mix variable people includes all the different people involved in the service providing process (internal customers of the hospitals) which includes doctors, nurses, supporting staff etc. The earliest and the best way of having control on the quality of people will be by approving professionally sound doctors and other staff. The people of this hospital is constantly motivated to give the best of their effort.
  14. 14. The objective of providing quality service to patients can be achieved by: • Motivating employees to be efficient, dedicated and loyal to the organization. • Providing regular on-the-job training of employees to ensure continuous improvement in health care • Utilizing services of professionally competent medical consultants. • Use of the latest technology.
  15. 15. PROCESS  Two different type of process for:  Outpatient.  Inpatient Process generally forms the different tasks that are performed by the hospital. The process factor is mainly dependent on the size of the hospital and kind of service it is offering.
  16. 16. Outpatient Meeting doctor at appointed time Simple medication Diagnosis Treatment.
  17. 17. Inpatient. The intensive consumption phase Registration. The arrival of patient. Joining phase Diagnosis. Information about future action Treatment. Detachment phase Discharge of patient & payment
  18. 18. PHYSICAL EVIDENCE Physical evidence is the environment in which the service is delivered with physical or tangible commodities and where the hospital and the customer interacts. It does play an important role in health care services, as the core benefit a customer seeks is proper diagnosis and cure of the problem. Physical evidence can be in the form of smart buildings, logos, mascots etc. a smart building infrastructure indicates that the hospital can take care of all the needs of the patient.
  19. 19. Hospital Counter Common Ward Single Room Emergency Room Dress Code
  20. 20. CONCLUSION • Marketing is a function by which a marketer plans, promotes and delivers goods and services to the customers. In the services marketing, the providers are supposed to influence and satisfy the users. When people buy services offered by a service provider in a true sense, they buy the time, knowledge, skill or resources.