Apollo Hospitals is the largest private healthcare provider in Asia with over 8,500 beds across 53 hospitals. It employs over 19,000 staff including doctors, nurses, and paramedics. Apollo is known for quality healthcare services across India, including specialty areas like cardiology and orthopedics. It uses various marketing techniques like promotions, community initiatives, and a large network of hospitals across major cities to establish itself as a trusted brand.

1. A Presentation on 7 p’s of Marketing

2. Governed by the
Ministry ofHealth and Family Welfare
Today the total value of the sectoris more than
$40 billion
Corporate hospitals constitute less than
1 per cent
of all institutes Investment of $14.4 Bn needed by 2025 to
increase its bed density to at least two per
thousand population
Growth of 9.8%
between 2000-2011
Employs 8 million people directly and
indirectly

3. First corporate hospital – 1983 - Chennai
Apollo Health Street LimitedApollo
Pharmacies
Apollo Health & Lifestyle Limited
Family Health Plan Limited (FHP)
Med Varsity Online Limited

4. Highlights
– Largest healthcare group in Asia.
– Owns and manages 41 hospitals in and around India and hasa total capacity of 7000
beds
– Declared as a 'Centre of Excellence ' by the Government of India
– 27,000 heart surgeries with a success rate of 99.6% , on par with global standards.
– 70% success rate in Bone Marrow Transplant.
– Total Knee Replacement
– First Indian Hospital to receive the ISO 9002 and ISO 14001 certifications.

5. 7 P’s of Marketing

6. Apollo – 7P’s

7. Product
The service product is an offering of commercial intent having features of both
intangible and tangible, seeking to satisfy the new wants and demands of the
consumer.
• Quality Level
• Accessories
• Packaging
• Product line:
• Brand name

8. Product - Apollo
Apollo hospital has more than 53 branches across the country.
• Best for heart problems and Knee and Hip replacement surgeries besides other major
ailments.
• The specialties include – Heart, Orthopedics, Spine, Cancer Care, Gastroenterology,
Neurosciences, Nephrology & Urology Critical Care.

9. Price
A particular product or service is acceptable to the customer at aparticular price and
if the price increases then the same product orservice might become less acceptable to
the customer.
Pricing prices may be profit oriented, government controlled,competitive or customer
oriented
Service pricing follows the principles and practices of pricing of goods and therefore they
are either cost based or market based.
1.Demand fluctuations should be successfully handled
2.Service pricing should be such as to provide value addition and quality indication
3.The pricing strategy should cope up with the degree of competition.

10. Price - Apollo
PRICE
The hospital is priced premium and it can afford to do the same because of its
positioning and its assurance as well as the reliability on the brand of Apollo hospitals.
Along with it, it also helps that there are so many locations and specialties in Apollo
hospitals. Thus a patient is reassured of his well being.
Pricing in Private Hospitals
• Cost based pricing: Price =. In hospital services, this method is cumbersome
because the tracking and identification of costs are difficult. Fee for services, however
can be used by doctors. Notwithstanding, some hospitals in the private sector follow
this method.
Competition based pricing: Heterogeneity of service across and within providers
makes the approach complicated.
• Demand based pricing: Cost based pricing and competition based pricing do not
consider certain criteria. Demand based pricing involves price setting consistent with
customer perception of value.

11. Place
The means by which services get from producer to consumer and where
they can be accessed by the consumer.
The more places to buy the product and the easier it is made to buy it, the better forth
business.
The kind of services a hospital is
renderingis very important for determining thelocation of the
hospital.

12. Place - Apollo
Apollo Hospitals has around 8500 beds across
53 hospitals in India and overseas.
It is located in 15 different places across
Indiawhich include Ahmadabad, Aragonda,
Bangalore, Bhubaneswar, Bilaspur, Chennai,
Delhi, Hyderabad, Kakinata, Kolkata,Madurai,
Mauritius, Mysore Noida.
It is located internationally in
Nepal,Bhutan,Bangadesh,Srilanka,kawait.

13. Promotions •Quality of treatment
•
•
• Word of mouth
•
•
• Medical camp
•
•
• Medical tourism
•
•
• Major surgery
•
•
• Social networking

14. CONT..
Apollo promotes itself through the Community Initiatives viz
• SACH – Save a Childs Heart
• CURE – Extends preventive as well as rehabilitative cancer
treatment to the economically backward.

15. • SAHI – Society to Aid the Hearing Impaired
• DISHA – Distance Health care Advancement Project

16. People
Currently engages more than 19,000 doctors,
nurses,paramedics, clinical staff
and management professionalsto manage over
8500 beds across 53 hospitals in Indiaand
abroad. Along with this Apollo Hospitals has
severalcourses along with research facilities to
facilitateinnovation.
People

17. Physical Evidence
•Apollo Hospital has been know for its quality
•health care services, at much affordable price.
• Provides the services for all the ailments &diseases, assuring
the healthy recovery with quality care from the staff.
• Apollo Hospitals conducts a rigorous site
survey process as well to take care of various
parameters in all their hospitals.

18. Process
The largest achievement of the Apollo Group
has been to take quality health care to across
the length and breadth of India. This
operationin itself involves very established
proceduresand documentation.
•
Apollo hospitals is NABH, NABL accrediatedand
also has ISO 9002 award.