SERVICE MARKETING IN HEALTHCARE SECTOR

1. Presented by – Sweta Leena Panda
Id – FMS/MBA/2015-17/000308

2. Healthcare Sector – Overview
Governed by the Ministry of Health and
Family Welfare
Today the total value of the sector is more
than $40 billion
Employs 8 million people directly and
indirectly
Growth of 9.8% between 2000-2011
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

3. Healthcare Sector – Overview
Governed by the Ministry of Health and
Family Welfare
Today the total value of the sector is more
than $40 billion
Employs 8 million people directly and
indirectly
Growth of 9.8% between 2000-2011
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

4. HOSPITAL
DOCTOR PATIENT
Service marketing triangleHospital Industry Service
Characteristics
 Intangibility (High)
 Association
 Physical representation
 Documentation
 Perishability (High)
 Peak time Essential Services
 Inconsistency (High)
 Quality of service offered differs from one
extreme to another.
 Variability (Low)
 Training to doctors
 Customers experience
 Inseparability (Low)
 Training of internal employees
 Innovational services
Characteristics

5. Brand Colors
Product PromotionPlace
• Emergency services
• Ambulance services
• Diagnostic services
• Pharmacy services
• Causality services
• Master health check up
• Executive Health check up
• Health care hospitals have
around covered area .
• Perfect location
• How many hospitals all
over India .
• Ethical healthcare
service and Creating a
pleasant environment
for patients. (Word of
mouth advertisement)
• Paper & television
advertisements.
• Web pages & online e
channeling facility.
• Articles

6. Brand Colors
Price
Physical
evidence
People
• Price usually depends on
treatment prescribed by
the respective consultants
and the facilities offered
to the patient.
•Motivating employees to
be efficient, dedicated and
loyal to the organization.
Offering regular on-job
training of employees to
ensure continuous
improvement in health
care.
Utilizing services of
professional competent
medical consultants.
Use of latest technology.
• The Joining Phase
• The Intensive treatment
Phase
• The detachment Phase
• Feedback
7 P’s OF SERVICE
• Physical evidence is
the environment in
which the service is
delivered with
physical or tangible
commodities and
where the hospital
and the customer
interacts.

7. HOSPITAL
DOCTOR PATIENT
Service marketing triangle
Treatment of human ills
Hospital Industry Service
Levels of products
Augmented
Expected
Product
Core product
Ambience:
Central Air-conditioning
Automation equipment's (X-Ray
Scanners, Printers, Photo
Scanners etc. Canteen , ATM
,Wifi ,Laundry ,Chemist
Infrastructure to support
reasonable number of beds
Operation theatres
Equipment's – like Cardio-
respiratory supportive
equipment
Treatment of human ills

8. HOSPITAL
EMPLOYEES PATIENT
Service marketing triangle
Medical Personnel
Medical Technology
Values
Hospitality
Materials and Garments
Catering Departments
Official Laundry
Laboratories
Registration and indoors case records
Store Management
Transportation Management
Mortuary Arrangement
Engineering and Maintenance service
Rehabilitation center
Physio therapy
Speech therapy
Dr-addiction and mental health

9. Zone of tolerance
Desired
Service
Adequate
Service
Zone
of
Tolerance
Predicted
Service
Explicit Service
Promises
Implicit Service
Promises
Word-of-Mouth
Past Experience
Less
More
Less
Less
Tolerance Level
Zone of tolerance
Adequate Service
Desired Service
Less

11. Gap Analysis
Hospital Administration thinks that patients want
better food but patients are more concerned with
nurse and doctor’s responsiveness
1 Management
perception
Patient
Expectation
In Hospital, Compounders are ordered to give a fast
service but in how much time specification it is not
mentioned.
2
Service
Quality
Specification
Management
Perception

12. It is seen in Hospitals that there are some unskilled
Compounders and nurses which are giving services to
the patient.
3
Service
Delivery
Service
Quality
Specification
There is few GAPS in between Service Delivery and
External Communication (Over promising)
4 External
Communication
Service
Delivery
Gap Analysis

13. HOSPITAL
DOCTOR PATIENT
Service marketing triangleStrategies for shifting demand to Match
capacity in Hospital Industry
Stretch time, labor, facilities and
equipment.
Cross-train employees.
Request overtime work from
employees.
• Schedule employee training.
Demand Too High Demand Too LowFlex Capacity
Take care of loyal or “regular”
customers first.
Charge full price for the service-
-no discounts.
• Use advertising to increase
business from current market
segments.
• Modify the service offering to
appeal to new market segments.
Demand Too High Demand Too LowShift Demand

14. HOSPITAL
DOCTOR PATIENT
Service marketing triangleDimensions of service quality in Hospital
Industry
Least Important factorsMost Important factors
Reliability
Assurance
Tangibles
Responsiveness
Empathy

15. Arrive at
hospital
Go to ward
or
emergency
Receiving
treatment
Receive
medicine
Interim Bill
payment
Getting
food under
observation
Check in
Final
payment
discharge
HOSPITAL
STRETCH
OR WHEEL
CHAIR
ELEVETOR .
STAIRS
/ECU
LABORATO
RY
MEDICINE
DELIVARY
TRAY
REGESTRAT
ION
BILL DESK
Enquiry
help desk
Examine
by
doctors
Provide
diagnostic
report
Proving
nursing
care
Taking
payment
Provide
prescribe
fund
Transfer
patients to
respective
ODP or ward
Process
discharge
Preparation to patient
to ward
Maintenanc
e
machinery
House
keeping
Preparing
food
Account
Department
Doctor
certification
Registratio
n system
Billing
Line of Interaction
Line of Visibility
Line of Inter Interaction
Hospital Industry Blue Print