Include about Health care industry introduction and 7Ps of Marketing Mix in Healthcare Sector and Recent Trend & updated News/Development

1. HEALTH CARE
SERVICE
INDUSTRY
Presented By :-
Hemant Gaur
Ankit Mathur
MBA 2nd Year
JIET SOM

2. INTRODUCTION OF
HEALTHCARE INDUSTRY
 Healthcare comprises hospitals, medical devices, clinical trials,
outsourcing, telemedicine, medical tourism, health insurance and
medical equipment.
 Indian healthcare delivery system is categorised into two major
components - public and private.
 Public healthcare system comprises limited secondary and tertiary
care institutions in key cities and focuses on providing basic
healthcare facilities in the form of primary healthcare centres (PHCs)
in rural areas.
 Private sector provides majority of secondary, tertiary and
quaternary care institutions with a major concentration in metros,
tier I and tier II cities.

3. INTRODUCTION OF
HEALTHCARE INDUSTRY
 India's competitive advantage lies in its large pool of well-trained
medical professionals. India is also cost competitive compared to its
peers in Asia and Western countries. The cost of surgery in India is
about one-tenth of that in the US or Western Europe
 The overall Indian healthcare market is worth around US$ 160 billion
(Feb, 2017) and is expected to grow to US$ 280 billion by 2020
 There Sector around 10% of GDP.
 Compound Annual Growth Rate (CAGR) of 22.9 per cent.

4. INTRODUCTION OF
HEALTHCARE INDUSTRY
 The Private Sector account for more than 80% of total health care
spending in India.
 In Privet sector top Leading companies in India

5. 7P’s OF MARKETING IN
HEALTHCARE INDUSTY

6. PRODUCT
 Emergency or Casualty Services: state-of-the-art ambulances, the
CCUs on Wheels, hi-tech telecommunication for such situations.
 Ambulance Services: linked by state-of-the-art telecommunications
and fully equipped with doctors.
 Diagnostic Services: offer a wide range of facilities for instance,
Oncology, Orthopedics, Neurology, Plastic surgery and so on.
 Pharmacy Services: facility available for 24 hours for in and out
patients and also general public

7. PRICE
Pricing strategy not dependent on competitor’s pricing as for the purpose
of serving the society and for non profit maximization industries.
 The amount depends and extends on the category of rooms-
 General Class - Without AC, charges are least compared with other
forms of accommodation.
 Private Class– Can incorporate two patients in one room. Has an
attached bathroom and 2 TV and 2 sofas
 Cubical Class- A 22 bedded partitioned rooms. Has an open balcony for
easy mobilization of patients under the supervision of skilled nursing
staff.
 Supper Deluxe class – A single occupancy AC room with TV, DVD
player, fridge with water dispenser, ready tea/ coffee mix, phone and
attached bathroom.

8. PROMOTION
Personal promotion:
 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.
Impersonal promotion:
 Press release.
 Print media like Newspapers, Magazines and Journals.
 Hoardings and wall writings near the markets and recreation centres.
Other promotions
 Camps in rural areas to give free medical check ups .
 Sponsor frequent visits to the spastic society, old age homes, etc.

9. PLACE
 Accessibility refers to the ease and convenience with which a service
can be purchased, used or received.
 Availability refers to the extent to which a service is obtainable or
capable of being purchased, used and received.
 Factors influencing the placing decision:
 Market size and structure by geographical regions.
 Number and types of competitors in the region.
 Location of potentially attractive consumer segments.
 Local infrastructure.
 Good road access facilities and public transportation network.

10. PEOPLE
 It includes all the different people involved in the service providing
process 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 behavior and attitude of the personnel offering service will
influence the customer's overall perception of the service.
 It is necessary that the staff in hospital are trained to offer quality
patient care.

11. PROCESS
In a hospital, the process is divided into two phases
 Outpatient phase
 Inpatient phase
 Outpatient Phase
Meeting
Doctor at
appointed
time.
Diagnosis. Treatment.
Simple
medication.

12. PROCESS
 Inpatient phase
Feedback
The Detachment Phase
The Intensive Consumption Phase
The Joining Phase.

13. PHYSICAL EVIDENCE
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.
• Hospital Counter.
• Common Ward.
• Single Room.
• Emergency Room.
• Dress Code.

14. RECENT TRENDS
AND
DEVELOPMENTS

15. Recent Updates
Major initiatives taken by the Government of India to promote Indian
healthcare industry
 In the Union Budget 2017-18, the overall health budget increased
from INR 39,879 crore to INR 48,878 crore
 New rules for the medical devices industry to encourage local
manufacturing and move towards improving affordability for
patients.
 Modify the Drugs and Cosmetics Act to promote generics and reduce
the cost of medicines.
 Set up two new All India Institute of Medical Sciences (AIIMS) in
Gujarat and Jharkhand
 As per the Ministry of Health, development of 50 technologies has
been targeted in the FY16, for the treatment of disease like Cancer
and TB.

16. Healthcare Advancements

17. BLOOD PRESSURE
Aneroid Monitors
Digital Monitors

18. DIABETES
Glucometer
Biosensor (Needle-Free)

19. SURGERY
Open surgery
Laser surgery