Its about hospital &healthcare services

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SUNEETHA
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3. Healthcare services/industry
 Healthcare industry is a wide and intensive form of
services which are related to well being of human beings.
The major inputs of health care industries are as listed
below:
 I. Hospitals
 II. Medical insurance
 III. Pharma industry
 IV. Diagnostic services
 V. Medical tourism
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4.  Health care service is the combination of tangible and intangible .
the services (consultancy) offered by the doctor are completely
intangible. The tangible things could include the bed, the décor,
4 CHARACTERISTICS OF HOSPITAL INDUSTRY
 1) Intangibility:
Health care services being highly intangible, to beat this intangibility the
irony of modern marketing takes place such as use of more tangible
features to make things real and believable.Eg press releases leaflets
newsletters etc.
 2) Inconsistency:
Quality of service offered differs from one extreme to another. This is
because of total dependence on human interactivity or playing human
nature, i.e. because human beings can never mechanize or replicate
themselves.
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5.  3) Inseparability:
Service transaction becomes unique because it mandates, during
transaction, the physical presence of the provider and the consumer.
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 4) Perishability:
Services are intangible, they cannot be packed & neither can be
stored nor can they be inventoried. The implication is that the service
has to be produced and consumed instantly; there is no scope of storage.
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6. INNOVATIONS IN HOSPITAL INDUSTRY
 Auto check-in and check out
 Specialty hospitals
 Aromatherapy at Apollo.
 Biventricular pacing.
 Bone bank at AIIMS.
 Hospital administration.
 Medical records management.
 Oxygen under pressure treatment at Apollo.
 Waste management.
 Telemedicine.
 Virtual Hospitals
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7. TECHNOLOGIES IN HOSPITAL INDUSTRY
 Same day OPD
 Online reports
 Imaging/ MRI Scan
 Key Hole Surgery
 Medical transcription
 Biotechnology
 Nanotechnology
 SST: Self checking Machines/ equipment's
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11. TOP 10 HOSPITALS IN INDIA
1) AIIMS-ALL INDIA INSTITURE OD MEDICAL SCIENCES
2) APOLLO HOSPITALS
3) FORTIS HOSPITALS
4) NIMHANS-NATIONAL INSTITUTE OF MENTAL HEALTH &NUERO
SCIENCES
5) CHRISTIAN MEDICALN COLLEGE
6)PGIMER – POST GRADUATE INSTITUTE OF MEDICAL EDUCATION
& RESEARCH
7)TATA MEMORIAL HOSPITALS
8)LILAVATHI HOSPITALS
9)SANKARA NETHRALAYA
10)BOMBAY HOSPITALS
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12. TOP 10 HOSPITALS GLOBALLY
1. PRINCE COURT MEDICAL CENTER, KUALA LUMPUR ,
MALAYSIA
2. ASKLEPIOS KLINIK BARMBEK, HAMBURG, GERMANY
3. CLEMENCEAU MEDICAL CENTER, BEIRUT, LEBANON
4. FORTIS HOSPITAL, BANGALORE , INDIA
5. WOORIDUL SPINE HOSPITAL, SEOUL, KOREA
6. BUMRUNGRAD INTERNATIONAL, BANGKOK, THAILAND
7. ANADOLU MEDICAL CENTER, ISTANBUL, TURKEY
8. BANKGKOK HOSPITAL MEDICAL CENTER, BANGKOK,
THAILAND
9. GLENEAGLES HOSPITAL, SINGAPORE
10. ASIAN HEART INSTITUTE, MUMBAI, INDIA
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13. MARKET SEGMENTATION FOR HOSPITALS
Based on regional consideration
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14. Segmentation based on level of income 14

15. 8 P`s WITH REFERENCE TO HOSPITAL
 PRODUCT
 PRICE
 PLACE
 PROMOTION
 PEOPLE
 PHYSICAL EVIDENCE
 PROCESS
 PRODUCTIVITY & QUALITY
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16. PRODUCT
The main product in a hospital maybe any of the following:
Medical Services
Medical Training
Medical Education
Medical Research
Medical services can further be classified as follows:
 Emergency
 Out-Patient
 In-Patient
 Intensive Care
 Operation
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18. Levels of Service:
 CORE PRODUCT
 Treatment of human ills
 EXPECTED PRODUCT
 Infrastructure to support reasonable number of beds
 Operation theatres
 Equipment's – like Cardio-respiratory supportive equipment
 AUGMENTED PRODUCT
 Ambience:
 Central Air-conditioning
 Automation equipment's (X-Ray Scanners, Printers, Photo Scanners)
 POTENTIAL PRODUCT
 Telemedicine & Preventive Care
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19. SERVICE FLOWER 19

20. PRICE
 GOVERNAMENT FEES & CHARGES
Discriminatory
pricing
FEE FOR
NO
INCOME
GROUP(1)
Subsidized
(for low
income
group) (2)
Cost + surplus to
make up the
losses
of 1 (high income
group) (4)
Cost + losses
from 2
(Middle-
income
group) (3)
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21.  1 = No income group. He/she is not in a position to earn something and
so free of charge services.
 2 = Low-income group. He/she earns something and so should
contribute a portion of cost.
 3 = middle-income group. He/she earns more than low-income group
and so should make up the losses on account of low-income group.
 4 = High-income group. He/she earns more and should make up the
losses on account.
 Pricing methods in private hospitals
 1. Cost based pricing
 2. Competition based pricing
 3. Demand based pricing
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23. PLACE
 In hospitals, distribution of Medicare services plays a
crucial role.
In case of hospital, location and place is an important
aspect in terms of servicing
 For example Tata memorial hospital specializes in cancer
treatment and is located at a center place unlike other
normal hospitals, which you can find all over other places.
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24. Promotion
 Customers need to be made aware of the existence of the service provided.
Promotion
 includes advertising, sales promotion, personal selling & publicity, Healthcamps
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25. People
 the marketing mix variable people includes all the different
people involved in the service providing process (internal
customers of the hospitals) which includes
 doctors, nurses, supporting staff etc.
 One of the major classifications of hospitals is – private
and government.
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26. Physical evidence
 It does play an important role in health care services, as the core
benefit a customer seeks is proper diagnosis and cure of the
problem
 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. Examples: -
 1. Lilavati hospital has got a smart building, which helps, in
developing in the minds of the people, the impression that it is the
safest option among the different hospitals available to the people.
 2. Fortis and Apollo hospitals have a unique logo, which can be
easily identified
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27. Three Aspects of Physical Evidence are:
 Ambient Factors: Smell in the hospital, Effect of Colors used on walls
 Design Factors: Design of the rooms, plush interiors, ICU location, etc.
 Social Factors: Type of Patients that come to the Hospital
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28. Process
 It is the way of undertaking transactions, supplying
information and providing services in a way that is
acceptable to the consumers and effective to the
organizations.
 Since service is inseparable, it is the process through
which consumers get into interaction with the service
provider.
 Process is generally formed based on the different tasks
that are performed by the hospital.
 The process factor is mainly dependent on the size of the
hospital and kind of service it is offering.
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29.  Blue print of hospital
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30. Productivity & quality
RELIABILITY Ensuring that Doctors are well trained and
experienced
ASSURANCE Trust, the number of successful treatments
TANGIBLES Gate of bldg., surrounding area, Surgery
equipment's,
Rooms
EMPATHY Courtesy shown by nurses, ward boys etc.
RESPONSIVENESS Emergency responsiveness
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31. SWOT ANALYSIS
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32. PROBLEMS FACED BY THE INDUSTRY
 Low public spending on health
 Lack of adequate beds in the hospitals
 Lack of emphasis on prevention
 Enforcing standards of medical care rendered by hospitals and private
health practitioners
 Extremely low bed : people ratio
 Dominated by Government and Charitable Hospitals
 Excessive overlap across primary, secondary and tertiary care
 Skewed towards urban populace
 Lack of adequate corporatization
 Insurance to provide financial protection from catastrophic events
 More research, awareness and communication and greater public
involvement in understanding health issues
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33. PESTEL ANALYSIS
1) Political Analysis:
 The government is reducing its hold on subsidies.
 The cost of medicines also tends to affect hospitals besides affecting the
pharmaceutical industries
 Relationships between neighboring countries also affect the hospital
sector
2) Economic Analysis:
 Increase in income would lead to an increase in the standard of living.
Thus
 people’s lifestyles changes and health is better understood. Thus there is
a room for specialized treatment, doctors, and hospitals
 Government has made loans easily available and thus people with
limited means could avail better/specialized treatment
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34. 3) Social Environment Analysis:
 Medical facilities have increased since there is more awareness of healthcare
among the population
 Certain percentages of beds have to be kept for poor people. E.g. in Bombay
20% of beds has to be kept reserved for poor people.
 Look after the needs of local poor people.
 Open counseling and relief centers.
 Teach hygiene, sanitation among the poor masses.
 Safe disposal of hospitals wastes like used injection needles, waste blood etc.
and taking due care of environment.
 Spreading awareness about various diseases through campaigns and free
medical check ups.
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35. 4) Technological Environment Analysis:
 Breakthrough innovation in the field of specialized equipment
 Communication has managed to bridge the gap between places
located at long distances
 Test tube babies
 Mobility of medical services
 Mobile phones, credit cards (for payment purposes) etc. have
made doctors and medical facilities easily available
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