This document discusses marketing strategies adopted by Speciality Healthcare. It provides details about Apollo Hospitals, a leading healthcare provider in India. Apollo Hospitals has 53 branches across India with over 19,000 doctors and staff. They offer a wide range of specialties including cardiology, orthopedics, and cancer care. Apollo promotes itself through community initiatives and digital engagement. It has a strong team of healthcare professionals and focuses on quality care and affordable prices. The document also analyzes Apollo's business using PEST, SWOT, and marketing triangle frameworks.

1. MARKETING STRATEGIES ADOPTED
BY
SPECIALITY HEALTHCARE
PRESENTED BY
MARIA S ANTONY
SHIVAM AGRAWAL
I MHA

2. I N T R O D U C T I O N
 Healthcare industry is a wide and intensive form of
serving which are related to well being of human beings.
 Health care is the social sector which covers hospitals,
health insurances, medical software, health equipment
and pharmacy.
 The healthcare industry is an aggregation and integration
of sectors within the economic system that provides
goods and services to treat patients with curative,
preventive, rehabilitative, and palliative care.

3. S e rvice
M arke ting
Triangle

4. APOLLO
HOS PITAL
S
Apollo is the first corporate hospital in
Chennai established on 1983.
53 branches across the country with
more than 19,000 doctors, nurses,
paramedical staffs and 4000+
pharmacies.
Major revenue from cardiology, knee
and hip replacement surgeries beside
other major aliments.
Apollo’s vision for the next phase of
development is to ‘touch a billion lives’.

6. Apollo center for academy and research
provides medical, nursing, paramedical and
management courses.
Best for heart problems and Knee and Hip
replacement surgeries besides other major
ailments.
The specialties include– Heart, Orthopedics,
S pine, Cancer Care, G astroenterology,
Neurosciences, Nephrology & Urology
Critical Care.
PRODUCT

8. PLACE
 Apollo Hospitals are located at major
cities which include Ahmadabad,
Bangalore, Bhubaneswar, Chennai, Delhi,
Hyderabad, Kolkata, Madurai, Mysore &
Noida.
Medical tourism is an emerging field and
Apollo hospitals have established a robust
international patients division which has
started seeing positive contribution.

9. PRICE
 The hospital is priced premium because of its
positioning and its assurance as well as the
reliability on the brand of Apollo hospitals. The
pricing can be as follows:
 Cost based pricing- is the practice of setting prices
based on the cost of the goods or services being
sold.
 Competition based pricing-a pricing method that
involves setting your prices in relation to the prices
of your competitors.
 Demand based pricing-also known as customer-
based pricing, is any pricing method that uses
consumer demand based on perceived value.

10. PROM OTION
 Apollo promotes itself through the Community
Initiatives like : -
 S ACH- S ave a Child’s Heart.
 CURE – Extends preventive as well as
rehabilitative cancer treatment to the
economically backward.
 S AHI – S ociety to Aid the Hearing Impaired.
 DISHA – Distance Health care Advancement
Project.
 Medical Camp.
 Other promotion strategies include social media
engagement through health quiz, Apollo prism,
the cloud-based online Personal Health Record
(PHR) service, helps users to receive and
organize their health information, track and
monitor health and store their data securely.

11. PROM OTION

12.  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.
PHYS ICA
L
EV IDENCE

14. PEOPLE
 Currently engages more than 19,000 doctors,
nurses, paramedics, clinical staff and
management professionals to manage over 8500
beds across 53 hospitals in India and abroad.
 Along with this Apollo Hospitals has several
courses along with research facilities to facilitate
innovation.
 Apollo has an outstanding team of healthcare
professionals comprising nationally and
internationally trained doctors who are experts in
their specialties, certified nurses, dieticians,
rehabilitation therapists and qualified
technicians.
 Capable of handling the most complex cases,
they provide optimal and evidence-based

15. PROCES
S

16. POLITICAL ANALYS IS :
S egregation of Political Responsibilities
between Different G overnment
Agencies.
Political G overnance S ystem.
G overnment Regulations and
Deregulations.
 Transition of G overnment and Changes
in Policy.
Threat of Terrorist Attacks.
 Relationships between neighboring
countries also affect the hospital sector.
P.
E.
S .
T.
A
N
A
L
Y
S
I
S
Economic Analysis:
 Inequality Index /Ranking on G ini Index.
 F inancial Market S tructure and Availability
of Capital at Reasonable Rates.
 Price F luctuations in both Local and
International Markets.
 Level of Household Income and S avings
Rate.
 F iscal and Monetary Policies.
 G overnment S pending & Consumer
Disposable Income.
S ocial Environment Analysis:
Demographic Trend.
Attitude towards Authority.
 Attitude towards S avings.
Immigration Policies and Level of
Immigration.
Attitude towards Health & S afety
Nature of S ocial Contract between
G overnment & S ociety.
Attitude towards Leisure
Level of S ocial Concerns & Awareness in
S ociety.
Technological Environment Analysis:
 Integration of Technology into S ociety &
Business Processes.
 Intellectual Property Rights and Patents
Protection.
 Technology transfer and licensing issues
for Apollo Hospitals
 E-Commerce & Related Infrastructure
Development.
 Property Rights & Protection of Technology
Oriented Assets.
 Transparency & Digital Drive.

17. S trengths Analysis:
 Present in all the major cities.
 Highly qualified and experienced
doctors .
 Efficient technologies.
 Amazing services.
S
W
O
T
A
N
A
L
Y
S
I
S
W EAKNES S Analysis:
 High costs .
 Lack of it in suburban areas.
 Non-availability of major intermediaries
for
bulk drugs.
 V ery low key R&D.
OPPORTUNITIES ANALYS IS :
 Increased costs of healthcare in
western countries.
Underdeveloped healthcare
availability.
G rowing attention for health.
New diagnoses and new social
diseases.
G lobalization.
Easier international trading.
THREAT Analysis:
 Newer evolving hospitals.
 Containment of rising health-care cost.
 High Cost of discovering new products
and fewer discoveries.
 S tricter registration procedures.
 Competition, particularly from generic
 products.