2. Who are the customers in aWho are the customers in a
hospital?hospital?
PatientsPatients
Family membersFamily members
Referral DoctorsReferral Doctors
SuppliersSuppliers
EmployeesEmployees
Who is the key customer in theWho is the key customer in the
hospital?hospital?
3. What is patient satisfaction?What is patient satisfaction?
Patient Satisfaction isPatient Satisfaction is “hospital
services and its perception by the
patient” minusminus ”patient expectations”
0 = Patient Satisfied
- = Patient Dissatisfied
+ = Patient Delighted
Patient satisfaction measures need toPatient satisfaction measures need to
be developed from the patientsbe developed from the patients
perspectiveperspective
Patients are becoming better informedPatients are becoming better informed
Involve patients for makingInvolve patients for making
improvementsimprovements
Patient satisfaction is notPatient satisfaction is not Static butbut
Dynamic
4. Patient ExpectationsPatient Expectations
Good Medical CareGood Medical Care
Good Nursing CareGood Nursing Care
Less Waiting TimeLess Waiting Time
ExcellentExcellent
HospitalityHospitality
Personal AttentionPersonal Attention
CourteousCourteous
BehaviorBehavior
AffordableAffordable
ChargesCharges
CleanlinessCleanliness
Good CoordinationGood Coordination
CooperationCooperation
among the Staffamong the Staff
DisciplineDiscipline
Communication &Communication &
InformationInformation
Transparency inTransparency in
charges andcharges and
proceduresprocedures
5. Why customer satisfaction?Why customer satisfaction?
Health care is generally becomingHealth care is generally becoming
competitivecompetitive
Providers must not only maintainProviders must not only maintain
high clinical standards but alsohigh clinical standards but also
service that satisfies the patientsservice that satisfies the patients
To meet the dual challenge,To meet the dual challenge,
providers must have anproviders must have an
understanding of what constitutesunderstanding of what constitutes
both clinical excellence andboth clinical excellence and
customer satisfactioncustomer satisfaction
6. What is Service Marketing?What is Service Marketing?
Examples:Examples: Defense, Postal, Education,Defense, Postal, Education,
health, Religious Services, Hospitals,health, Religious Services, Hospitals,
Airlines, Hotels, Law Firms, Entertainment,Airlines, Hotels, Law Firms, Entertainment,
etcetc
Definition:Definition: Activity or benefit that oneActivity or benefit that one
party can offer to another that isparty can offer to another that is
essentially intangible and does not resultessentially intangible and does not result
in the ownership of anything. Itsin the ownership of anything. Its
production may or may not be tied to aproduction may or may not be tied to a
physical productphysical product
7. Eye Care-Why do we need to doEye Care-Why do we need to do
service marketing?service marketing?
PerspectivePerspective
Public HealthPublic Health
Programme PerspectiveProgramme Perspective
SustainabilitySustainability
8. Public Health Perspective:Public Health Perspective:
Increasing backlog of BlindnessIncreasing backlog of Blindness
Low levels of eye care services – e.g.Low levels of eye care services – e.g.
CSR in the Region varies from 500 toCSR in the Region varies from 500 to
3,5003,500
Crucial to reduce the blindness rateCrucial to reduce the blindness rate
HighHigh geographic & gender disparitiesgeographic & gender disparities
both in the coverage of service as wellboth in the coverage of service as well
as in the quality of eye care.as in the quality of eye care.
Demographic transition issuesDemographic transition issues
Commitment to VISION 2020-TheCommitment to VISION 2020-The
Global InitiativeGlobal Initiative
9. Programme PerspectiveProgramme Perspective
Rising costs of equipments & otherRising costs of equipments & other
resourcesresources
Need to have economies of scaleNeed to have economies of scale
(lower fixed costs) to sustain(lower fixed costs) to sustain
Increase resource utilization due toIncrease resource utilization due to
scarcityscarcity
Availability and Affordability of eyeAvailability and Affordability of eye
servicesservices
Make eye care programme effectiveMake eye care programme effective
and efficientand efficient
New services coming to the forefrontNew services coming to the forefront
10. Sustainability PerspectiveSustainability Perspective
Increasing patient awareness andIncreasing patient awareness and
technology acceptancetechnology acceptance
Government as well as the voluntaryGovernment as well as the voluntary
sector is under increasing pressure tosector is under increasing pressure to
meet costs.meet costs.
International NGO’s support forInternational NGO’s support for
operating expenses have lowered.operating expenses have lowered.
Developing a differential priceDeveloping a differential price
mechanism and other strategies tomechanism and other strategies to
become self-sufficient through user feesbecome self-sufficient through user fees
and attracting paying patients.and attracting paying patients.
Private practitioners have alsoPrivate practitioners have also
recognised that goodwill of therecognised that goodwill of the
community increases their clientele.community increases their clientele.
11. ServicesServices
Unique characteristic - 1Unique characteristic - 1
INTANGIBILITYINTANGIBILITY
Customer is unable toCustomer is unable to
experience the‘product’ priorexperience the‘product’ prior
to ‘purchase’to ‘purchase’
13. ServicesServices
Unique characteristic - 3Unique characteristic - 3
INSEPERABILITYINSEPERABILITY
Production & consumptionProduction & consumption
happen at the same place andhappen at the same place and
cannot be separatedcannot be separated
14. ServicesServices
Unique characteristic - 4Unique characteristic - 4
VARIABILITYVARIABILITY
Difficulty in establishingDifficulty in establishing
consistency in qualityconsistency in quality
• across Providers or within providersacross Providers or within providers
• across Timeacross Time
• across Delivery Centersacross Delivery Centers
15. Challenges in Service MarketingChallenges in Service Marketing
Giving a feel for the “product”Giving a feel for the “product”
Managing Demand FluctuationsManaging Demand Fluctuations
Maintaining QualityMaintaining Quality
Cost ContainmentCost Containment
Attitudinal block in using provenAttitudinal block in using proven
marketing principles in servicemarketing principles in service
marketingmarketing
16. Factors that promote DemandFactors that promote Demand
- Availability Perspective- Availability Perspective
Services are available for longer orServices are available for longer or
convenient hoursconvenient hours
Patients are provided informationPatients are provided information
through Brochures, Publicity, etc onthrough Brochures, Publicity, etc on
services availableservices available
Services are reliable and offeredServices are reliable and offered
promptlypromptly
Required equipment are availableRequired equipment are available
Patient friendly Systems & ProceduresPatient friendly Systems & Procedures
17. Factors that promote DemandFactors that promote Demand
- Accessibility Perspective- Accessibility Perspective
Good public transportationGood public transportation
Centrally locatedCentrally located
Outreach Programs to reach outOutreach Programs to reach out
to the Rural Peopleto the Rural People
18. Factors that promote DemandFactors that promote Demand
- Affordability Perspective- Affordability Perspective
Standard pricing structureStandard pricing structure
Charges affordable by most ofCharges affordable by most of
the people in the Communitythe people in the Community
Transparency in Patient Fees –Transparency in Patient Fees –
no hidden chargesno hidden charges
Simple procedure for gettingSimple procedure for getting
free/subsidized carefree/subsidized care
19. Factors that increase DemandFactors that increase Demand
- Promotion Avenues- Promotion Avenues Structured approach with designatedStructured approach with designated
staffstaff
Good Rapport with CommunityGood Rapport with Community
Publicity through different mediaPublicity through different media
Promotion at Outreach activitiesPromotion at Outreach activities
Meetings/seminars for other doctorsMeetings/seminars for other doctors
Developing a referral networkDeveloping a referral network
Promotion through satisfied patientsPromotion through satisfied patients
Industrial tie-up for routineIndustrial tie-up for routine
examination of their employeesexamination of their employees
20. Factors that affect DemandFactors that affect Demand
- Attitude Perspective- Attitude Perspective
Reasons for Low Demand:Reasons for Low Demand:
Sophisticated technology willSophisticated technology will
automatically trigger demandautomatically trigger demand
Belief that patients, if need eye care,Belief that patients, if need eye care,
will definitely come to uswill definitely come to us
Providing Service as per Providers’Providing Service as per Providers’
ConvenienceConvenience
Systems & Procedures are not patientSystems & Procedures are not patient
friendlyfriendly
Gap between Patients’ Expectations &Gap between Patients’ Expectations &
Providers’ PerceptionProviders’ Perception
Lack of patient orientationLack of patient orientation
21. Factors that promote DemandFactors that promote Demand
- Quality Perspective- Quality Perspective Skilled Doctor & other staffSkilled Doctor & other staff
Standard Clinical ProtocolStandard Clinical Protocol
Good Administrative System &Good Administrative System &
ProceduresProcedures
Courtesy & PolitenessCourtesy & Politeness
Proper ExplanationProper Explanation
Clean environment and comfortsClean environment and comforts
meeting or exceeding expectationsmeeting or exceeding expectations
Systems to monitor clinical outcomesSystems to monitor clinical outcomes
& Patient satisfaction& Patient satisfaction
22. Factors that promote DemandFactors that promote Demand
- to the Rural areas & the poor- to the Rural areas & the poor
Reasons for LowReasons for Low
Demand:Demand:
No one to EscortNo one to Escort
Fear of SurgeryFear of Surgery
IgnoranceIgnorance
No desire forNo desire for
surgerysurgery
No time for SurgeryNo time for Surgery
No money forNo money for
surgerysurgery
Promoting Demand:Promoting Demand:
Counseling to buildCounseling to build
confidence thatconfidence that
Staff will take careStaff will take care
Health educationHealth education
Explain benefitsExplain benefits
FreeFree
Transport/FoodTransport/Food
Free/subsidizedFree/subsidized
SurgerySurgery