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Fortis Healthcare

Fortis Healthcare

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Published by: श्रीराम Venkat on Dec 21, 2010
Copyright:Attribution Non-commercial

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Fortis Healthcare Limited
The project deals with the Marketing Mix
(4P’s of Marketing
) of Fortis Healthcare Limited, a service organization whichhas considerably gained the trust and confidence as a quality healthcare service provider.
Submitted To:Prof. Rajeev KambleBy:Shivang Misra 2010217P N V Sriram 2010231V Sriram 2010247Hardik Sutariya 2010272ForMarketing Management IIPGDM 1
st
Year, 2
nd
TrimesterProject2010-12
 
Marketing Management Project
Fortis Healthcare Limited
A Study Page 3
Fortis Healthcare Limited
Introduction
Since its establishment in 2001, Fortis Healthcare Limited (FHL), a New Delhi-basedcorporate hospital, gained remarkable brand reputation in a short span of time. It operatedthrough multi-specialty hospitals, providing healthcare in key specialty areas like cardiaccare, renal care, neuro-sciences, orthopaedics, etc. Besides, it operated a boutique stylehospital, Fortis La Femme - focusing exclusively on women's health and maternity care. Toprovide quality service, FHL differentiated itself with its contemporaries in India by adoptingunique hospital design, services, and programmes that comply with international standards.The demographic shift and higher longevity of Indian population offered tremendousopportunities to many private corporate hospitals. To tap such lucrative opportunities, FHLfollowed hub-and-spoke model. To counter competition, FHL, going a step further, startedacquiring other hospitals. Also, it planned to integrate backward and set up medical andnursing college in addition to research labs.Fortis Healthcare is engaged in providing the latest in internationally recognised medicalcare to patients with a variety of ailments and medical conditions.The Network of Fortis consists of Super Speciality Hospital Hubs that concentrate on one ormore specialities. These hospitals are interconnected to a larger network of multi-specialityhospitals that ensures patient access to expert care for any speciality. This unique networkarchitecture provides expert care to patients and a level of confidence in receiving the latestmedicines in offer.

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