What stopping us to get diagnosed well in advance and to get treated henceforth?

1. Services of a Hospital
Team member
Ajay Agarwal
Aastha Srivastava
Abhishake Bhagat
Abhishek Khanduja
Abhishek Singh
Rathore
Decision making Process for the purchase of

2. INTRODUCTION
There is an hospital named Medanta which is
one of India's largest multi-super specialty
institutes located in Gurgaon, a bustling town
in the National Capital Region. Founded by
eminent cardiac surgeon, Dr. Naresh Trehan,
the institution has been envisioned with the
aim of bringing to India the highest standards
of medical care along with clinical research,
education and training.
Medanta is governed under the guiding
principles of providing medical services to
patients with care, compassion, commitment.
OBJECTIVE
Dr. Trehan is planning to come up with new product
offering on behalf of Medanta which should result in
increasing the profit of an organization and providing
the latest standards of medical care to patients.
PROJECT
To fulfil the objective, this project has been formed in
which, based on the collected data we will be able to
suggest Dr. Trehan the best way to come up with the
new product and to which product has to launch.

3. Methodology
Independent
variables
Proximity
Quality of
Service
Past Record Facilities
Doctor’s
Reputation
Price
Dependent Variable
Consumer Buying
Behavior
Methodology
Primary Research
Questionnaire
Structured and Distinguished
Secondary Research
1. Research Material
2.https://www.ncbi.nlm.nih.gov/pmc/a
rticles/PMC3100144/
Sample Size-40

4. Analysis(using IBM Watson)

5. SEGMENTATION STRATEGY
Targeting people
with acute and
prolonged illness
Targeting oldies
and infants
Targeting people
having different
income levels

6. SEARCH
• Adding keywords for highlighting the services at
the top in Google search
• Advertising about the speciality the hospitals bring
through their doctors
• Advertising the speciality of the hospital on social
media
• Organising awareness campaigns in nearby
cities(Tier II and Tier III) to educate the people
about the critical diseases
• Organising free check up camps in other cities
where Medanta is not present to educate people
about the specialities of the hospital
• Word of Mouth
ALTERNATIVE EVALUATIION
• Hiring doctors with specific specialisation
• Tie up with local doctors for referring critical diseases
to their hospitals
• Organising awareness campaigns/ free check up camps
OUTLET SELECTION
• Medanta has its existence only in few metro cities.
Medanta can open mini health care centres in
other metro cities such as Chennai, Bangalore,
Kolkata etc. as it can cover all the nearby areas

7. Consumer Decision Making Process
Need
recognition
Search for
Information
Evaluation of
Alternatives
Purchase
Decisions
Post Purchase
Evaluation
To realize and recognize the need
Ex Proper health care is the need
Check what kind of services can fulfil
the need
Ex Social media, Words of Mouth
Evaluates all brands and products
which satisfy the needs
Ex Fortis , Medanta
Make the appropriate purchase
After purchase ,consumer evaluates
whether he has made right decision or
not

8. Factors Affecting Consumer Decision
Need recognition
Search for
Information
Evaluation of
Alternatives
Purchase Decisions
Post Purchase
Evaluation
Personnel –Background, Age, Health Check
Should be authentic reliable and complete information
Availability of the product, Reliability , Word of Mouth from relatives and
others, reputation of the service and Hospital
Availability of the products, Situational decision, reliability and quality of
service, experience of doctor , Price
Service quality after availing the offer, Motivation to go again for same
service , Perception(Selective Attention, Selective distortion , Selective
Retention)

9. Post Purchase Feedback
Regulatory Inspection
Surveys of Consumer’s
Experiences
Third Party
Assessments
Statistical Indicators
Internal Assessments
Inspections standards have legal authority and are transparent
Standardized surveys of patients and relatives can reliably measure thr
feedback
The programmes, which are voluntary and independent to varying degrees,
use explicit standards to combine internal self-assessment with external
review by visits, surveys, assessments or audits
Statistical indicators can suggest issues for performance management,
quality improvement and further scrutiny
Internal mechanisms for performance measurement contribute to internal
development and public accountability

10. Conclusion and Recommendation
The mean age of health check up for prolonged illness is 50. The lower age group people can be targeted
The data shows that reliability of doctor is very important factor in customer satisfaction
The most important point over price is whether customer is satisfied or not so our overall focus must be in
increasing the quality of service
People are more prone for periodic check up and female used to go to doctor as compare to men in case of
short term illness. So our health service must include periodic as well as short term illness check up
Customers satisfaction go with patient nurse staffing.
So our service must focus on that part to give quality service as well as to retain customers