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brand promotion and market analysis

brand promotion and market analysis

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Published by sonam1616

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Published by: sonam1616 on Apr 10, 2010
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04/29/2012

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1.INTRODUCTION TO THE INDUSTRY
INTRODUCTION
Human lives weigh in the balance every day in hospitals. For hospital patients and their families, the hospital experience is often a central point in their life –where their child was born,their beloved died, where they received life-saving treatment, rejuvenating therapy or care toovercome an episode of illness. The hospital is the setting of oft-told tales among friends andfamily through the generations. It is no wonder that hospitals are often used to depict humandrama – and even comedy -- for popular consumption across the panorama of entertainmentmedia.
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In reality, hospitals are the setting where cutting-edge medical advances relieve suffering, andbring healing and even new life for those whom, even a few short years ago, there would belittle hope. Feather weight babies, born eight weeks prematurely can now survive and eventhrive. Minimally invasive surgeries allow patients to heal quickly with less risk of complication,and speed their journey home. The evolving science of organ transplantation brings a secondshot at life for an increasing number of people whose lives would otherwise be foreshortened.Hospitals will have to meet the high expectations of the public and all stakeholders in anincreasingly challenging environment. There are many issues with which hospitals must nowcontend. These include escalating health care costs that are no longer publicly – or politically –tenable, changing trends in reimbursement for services, demands for transparency of cost andquality data, and workforce shortages. At the same time, the conditions and care needs of hospitalized patients are more complex. The rise in patients with chronic illness, older ageadults, and medical interventions and therapies, are already influencing hospitals today andthat influence will deepen well into the future.In the Constitution of India, health is a state subject. Central govt’s intervention to assist thestate government is needed in the areas of control and eradication of major communicable &non- communicable diseases, policy formulation, international health, medical & Para-medicaleducation along with regulatory measures, drug control and prevention of food adulteration,besides activities concerning the containment of population growth including safe motherhood,child survival and immunization Program. The plan outlay for central sector health programmein the Annual Plans 1997-98 is Rs.920.20 crore including a foreign aid component of Rs.400Crore. A major portion of outlay is for the control and eradication of diseases like malaria, ,blindness being implemented under Centrally sponsored schemes.Another major component of the central sector health programme is purely Centralschemes through which financial assistance is given to institutions engaged in varioushealth related activities. These institutions are responsible for contribution in the field of control of communicable & non-communicable diseases, medical education, training,research and parent -care.In our project our focus has been the hospital sector.
1.1 The Hospital Industry
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Some Facts
India’s healthcare industry is currently worth Rs 73,000 crore which is roughly 4 percent of theGDP. The industry is expected to grow at the rate of 13 percent for the next six years whichamounts to an addition of Rs 9,000 crores each year.
The national average of proportion of households in the middle and higher middle incomegroup has increased from 14% in 1990 to 20 % in 1999.
The population to bed ratio in India is 1 bed per 1000, in relation to the WHO norm of 1 bed per 300.
In India, there exists space for 75000 to 100000 hospital beds.
Private insurance will drive the healthcare revenues. Considering the rising middle and higher middle income group we get a conservative estimate of 200 million insurable lives.
Over the last five years, there has been an attitudinal change amongst a section of Indianswho are spending more on healthcare.
THE SERVICE MARKETING TRIANGLE:
Company:
Here, the hospital is thecompany that dreams up an idea of service offering (treatment), which willsatisfy the customers (patients)expectations (of getting cured).
Customer :
The patient who seeks to get cured is the customer for the hospital as he is theone who avails the service and pays for it.
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HOSPITALDOCTORPATEINT

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