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Healthcare industry is a wide and intensive form of services which are related to well being of human beings. Health care is the social sector and it is provided at State level with the help of Central Government. Health care industry covers hospitals, health insurances, medical software, health equipments and pharmacy in it.
Right from the time of Ramayana and Mahabharata, health care was there but with time, Health care sector has changed substantially. With
improvement in Medical Science and technology it has gone through considerable change and improved a lot.
The major inputs of health care industries are as listed below: I. II III. Hospitals Medical insurance Medical software
IV. Health equipments
Health care service is the combination of tangible and intangible aspect with the intangible aspect dominating the intangible aspect. In fact it can be said to be completely intangible, in that, the services (consultancy) offered by the doctor are completely intangible. The tangible things could include the bed, the décor, etc. Efforts made by hospitals to tangiblize the service
offering would be discussed in details in the unique characteristics part of the report.
Different types of health care services available in India
Hospitals Pathology Clinics Blood Banks Meditation Centres Emergency services like Ambulances, etc. Online Medical Services Telemedicine Naturopathy Yoga Centres Fitness Centres Laughter Clubs Health Spas
of India, health is a state subject. Central govt’s
intervention to assist the state govt is needed in the areas of control and eradication of major communicable & non- communicable diseases, policy formulation, international health, medical & para-medical education 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 programme in the Annual Plans 1997-98 is Rs.920.20 crore including a foreign aid component of Rs.400 Crore. 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 Central schemes through which financial assistance is given to institutions engaged in various health related activities. These institutions are
responsible for contribution in the field of control of communicable & noncommunicable diseases, medical education, training, research and parent -care. In our project our focus has been the hospital sector which is the major component of the healthcare industry.
The Hospital Industry
India’s healthcare industry is currently worth Rs 73,000 crore which is roughly 4 percent of the GDP. The industry is expected to grow at the rate of 13 percent for the next six years which amounts to an addition of Rs 9,000 crores each year.
The national average of proportion of households in the middle and higher middle income group 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 Indians who are spending more on healthcare.
Corporate hospitals mushroomed in the late eighties. The boom remained shortlived and out of the 22 listed hospital scrips, most are being trading below par. An increasingly fragmented market, lack of statistics, capital intensive operations and a long gestation period are all wise reasons to shy
The focus has been on epidemiological profile of the medical care and not on comprehensive healthcare. Government and trust hospitals dominate the scene. With the rise in the . Good corporate hospitals are still too few to amount to a critical mass. Many of the trust hospitals suffer from poor management. contributed to greater attention being paid to health. However. Corporate hospitals failed a decade ago because they emerged in isolation and weren’t part of a larger phenomenon.away from investing in the healthcare industry. Since the National Health Policy (the policy’s main objective was ‘Health For All’ by the Year 2000) was approved in 1983. Factors Attracting Corporates In the Healthcare Sector Recognition as an industry: In the mid 80’s. Socio-Economic Changes: The rise of literacy rate . there are the insurance companies. thus opening up the sector. now. The government also reduced the import duty on medical equipment’s and technology. the hospital hardware and the software companies that have come together to create the boom. the healthcare sector was recognized as an industry. Hence it became possible to get long term funding from the Financial Institutions. little has been done to update or amend the policy even as the country changes and the new health problems arise from ecological degradation. higher levels of income and increasing awareness through deep penetration of media channels.
. have ventured into this sector as it is a direct extension to their line of business. they develop a good image in the markets which further improves the brand image of products from their other businesses.2 % of total population of 1 billion). 60% of the total health expenditure comes from self paid category as against governments contribution of 25-30 %. it became necessary for regular health check-ups and increase in health expenses for the bread-earner of the family. Moreover. approx. has never aggressively marketed health insurance.system of nuclear families. Brand Development: Many family run business houses. General Insurance Company. GIC takes upto 6 months to process a claim and reimburses customers after they have paid for treatment out of their own pockets. have set-up charity hospitals. This will give a great advantage to private players like Cigna which is planning to launch Smart Cards that can be used in hospitals. A majority of private hospitals are expensive for a normal middle class family. patient guidance facilities. travel insurance. Extension To Related Business: Some pharmaceutical companies like Wockhardt and Max India. etc. Health Insurance will make healthcare affordable to a large number of people. are covered under Mediclaim. The opening up of the insurance sector to private players is expected to give a shot in the arms of the healthcare industry. Currently. in India only 2 million people ( 0. By lending their name to the hospital. Opening Of The Insurance Sector: In India. whereas in developed nations like USA about 75 % of the total population are covered under some insurance scheme.
Financiers and Insurance Agencies are to benefit from this boom. Medical Equipments. . Medical Software and Hospitals will see the biggest boom. that will grow into HMOs. to assume insurance risks on clients behalf. The insurers will use PPOs.The Consultants.
Provider: Doctor. which will satisfy the customer’s (patient’s) expectations (of getting cured). the hospital is the company that dreams up an idea of service offering (treatment). as he is the one who comes in direct contact with the patient.THE SERVICE MARKETING TRIANGLE: HOSPITAL DOCTOR PATIENT Company: Here. A satisfied patient is a very important source of word of mouth promotion for the organization. the inseparable part of the hospital is the provider. Customer: The patient who seeks to get cured is the customer for the hospital as he is the one who avails the service and pays for it. The reputation of the hospital is directly in the hands of the doctor. .
Classification of Hospitals HOSPITALS Objective Ownership TeachingcumResearch Path Government Size Allopath District Semi-Govt General Voluntary Agencies Ayurved Taluk Homeo Special Primary Health Centre Unani Private Charitable Others Teaching .
An individual would only be able to experience the same. Since the offering cannot be seen or felt there would be no stock and hence one would not be able to jeep a track of the sales etc. 1) Intangibility: Intangibility means that a customer would have to visualize the service offering. This characteristic also makes it different to measure the benefits and utilities of the product. .-Unique Characteristics: - The service industry has the following characteristics.
In the product service continuum. his diagnosis etc cannot be touched felt or seen. It would also give the customer a certain level of confidence regarding the services provided in the hospital. . the consulatation provided by the doctor . hospitals fall in the bracket of highly intangible where the service has credence qualities. The remedial measures to overcome intangibility are:- a) The marketer should visualize the product/service for the patient. the hi-tech equipments used for treatment would help to tangibilise the product. b) Association: The association of a hospital with any well known personality would help as a good image building exercise . These can only be experienced by the customer.In case of hospitals any visual of the hospital displaying the well maintained interiors. One can only visulalise the same. ii) They can also not measure the benefits. i) The services of a doctor i. There is no ownership over the doctor or the services provided by him .e.
. Hence a customer is sure about the services provided in these hospitals. 4)Buildings – In case of hospitals the external appearance of the building or the maintenance i. (eg 2)The Dinanath Mangeshkar Hospital. 3)Symbols – The Red Cross is the common logo with which people indentify hospitals. They are owned by these corporate families. c)Physical Representation :- Intangibility could also be overcome in case of hospital through physical Representation in the form of :1)Color. Since it is owned by Lata Mangeshkar the customer is sure to receive quality services.Hospitals like the Tata Memorial Hospital or the Hinduja hospital are associated with Corporate Houses.The Red Cross signifies the Hospital.e how well maintained it is d)Documentation –There are a numbers of hospitals which have received ISO 9000 certificates.The white uniforms of the Doctors And Nurses in enemy hospitals.For (eg 1). Also logos of hospitals like Wockhardt. ( Eg) Apollo Hospital. 2)Uniforms.
2) Perishability A services cannot be stored . In such a case the hospital too may lose all its patients for that day. A situation may also arise when the doctor may be unable to attend to some of his patients due to a huge rush. -Solution to the problem of perishability a) In such a situation the doctor can appoint an assistant who could cater to the excess patients or he could have students training under him who during their course of training could also help him with the excess patients.Same would be the situation faced by the hospitals. For Eg – If a doctor does not reach his dispensary on time or has his clinic locked for that particular day. So if the service is not consumed immediately then it loses its value. (Eg). In such a case again the doctor could lose out on all his patients. He loses all his patients for that day.Rajgovind Hospital in CBD appoints interns of Medical College for night duty on a stipend .
3) Variability It means that the quality of service provided to different people may not be the same. . attitude etc For Eg :. (ie) Irrespective of the fact that the job carried out by them is the same the service quality may differ because they may be from different backgrounds have different aptitude. skills. But their quality might differ.b) Peak time Essential Services In a rush hour situation when there are too many customers to attend to only essential services should be catered to.2 Doctors. one from a municipal hospital and another from a reputed hospital may treat a person for the same problem. For (eg 1) In hospitals during the late night when accident reportings are high all hands are required at the trauma centers (eg 2) Part time volunteers for national Emergencies. In such a case doctors/hospitals are the internal customers and the patients are the external customers.
a customers willingness. background. 1)The doctors could be given training and could be updated with all the latest happenings in the medical field in regular intervals.Since a transaction is always two way communication. But the patient may not have the drive/willingness to lose weight .A patient may want to avail of a doctors services but may not be able to afford the services. For (Eg ) AMA prescribes for its member doctors 6 weeks training every year and 6 months training every 6 years. attitude etc may also effect the transaction For ( Eg) . They could be given a chance to perform the small parts of an operation in order to gain experience. (Eg) A patient suffering from Arthritis may be required to lose weight for further treatment. 1)Training of External customers ( Eg) Diabetic patients are trained to inject insulin on their own . Solutions 1)The internal customers or the fresh recruiters could be given training.
As a result a number of patients due to geographical distances lose out on the opportunity to get themselves treated from the very best surgeons and doctors. a gym instructor may teach his members to use the gym equipments on their own.( Eg ) In Case of health care services. Solutions This can be overcome to a certain extent through the following:- 1)Training of internal customer- . 4)Inseparability For any service to take place it is necessary that both the service provider and the customer be present in the location at the same time ( eg) An operation cannot be conducted without the doctors presence. ( Eg ) Auto Diagnostic equipments are used in hospital. These kind of training programmes provided to the external customer helps to increase the quality of transaction.
2)Innovational ServicePsychiatrists have innovated group therapy where they call in 10+ patients together to an oval conference table and encourage them to talk about themselves and their ailments. They could also carry out some small parts of the operation.Only recently have instructions for operation through video conferencing been initated but mostly video conferencing has been used in the medical world as a pedagogical tool. For Eg A surgeon during an operation is surrounded by interns watching the operation. 3) Video Conferencing Business Conferences. Consultancy and the Medical world . .(eg) A unique and rare brain tumour operation can be broadcast live all over the world to subscribed medical colleges.Here one experienced person can provide training to the amateurs.
catering. In addition. seeking to satisfy the new wants and demands of the consumer. The service product of the hospitals normally have the following features: o Quality Level: When we talk about marketing hospitals. blood-banks. These services which include laboratory. it is natural that we are very particular about managing our services in the right fashion. the dresses and clothes are also required to be made bacteria free. in a true sense determine the quality of services made available by medical and para-medical personnel. The radiology department should have hi-tech facilities keeping in view the pressure of work. Hospital industry is action oriented and there is a lot of interaction with the customers (patients). The patients are required to wear disinfected linen which should be made available. Supportive services play an important role in improving the quality of medicare. radiology and laundry. . we find sophisticated equipments and unless hospitals make the same services available the same. They get a strong base for treatment since the diagnostic aspect determines a direction. To get the best result from OT.7 Ps of marketing for hospitals Product: The service product is an offering of commercial intent having features of both intangible and tangible. Of late. it is natural that equipments are properly sterlised. the quality of services cannot be improved.
tests. etc. yoga sessions. etc. For example if a person has to undergo a bypass surgery. Many hospitals provide additional services such as catering. root canal. etc. etc. Hospitals have different wards . and within the dental department it has dental surgery. say rupees 1 lakh for all procedures. he can pay a lump sum amount during admission. and their services from others use a brand name.o Accessories: This is a very good way of segmenting customers. cafeterias. o Packaging: It is the bundling of many services into the core service. laundry.General and Special. for the customers (patients)who are willing to pay extra. For example: Apollo hospital has dental department. Certain hospitals provide services for the family members of the patients (when they are not from the same city) – accommodation and catering. o Brand name: The hospitals. Eg: Apollo hospital offers a full health check-up to the patients. The intangibility factor of the service makes it all the more important for the hospitals to do so. at once. Similarly other hospitals also offer package deals for health check-ups. o Product line: hospitals through their services offer many choices to the patients and cover a wide range of customer needs. to differentiate themselves. . cardiology department. stay.
In a country like India. In case of hospitals the location of hospital plays a very important role. Tata memorial hospital specializes in cancer treatment and is located at a centre place unlike other normal hospitals.e. Eg. It can be unambiguously accepted that the medical personnel need a fair blending of two important properties i. place factor for the hospitals play a very crucial role. A typical small village / town may be having small . A particular doctor might be famous for his case handling records but he may not be made available for all the patients because of the place factor. which is geographically vast and where majority of the population lives in the rural areas. Now in this case the service provided. distribution of Medicare services plays a crucial role. Unlike other service industries. under hospital marketing all efforts should be for making available to the society the best possible medical aid. This focuses on the instrumentality of almost all who are found involved in making services available to the ultimate users. Place Under hospital marketing. that is the doctor may be a visiting doctor for different hospitals at different locations to beat the place factors. The kind of services a hospital is rendering is also very important for determining the location of the hospital. – they should be professionally sound and should have in-depth knowledge at psychology. which you can find all over other places.
dispensaries but they will not have super speciality hospitals. . For that they will have to be dependent on the hospitals in the urban areas.
The people of the hospital should be constantly motivated to give the best of their effort. One of the major classifications of hospitals is – private and government. In Indian government hospitals except a few almost all the hospitals and their personnel hardly find the behavioural dimensions significant. It is against this background that even if the users get the quality medical aid they are found dissatisfied with the rough and indecent behaviour of the doctors. In the government hospital the people factor has to be specially taken care of. which has to be understood by the doctors and other staff. supporting staff etc. The patients in the hospitals are already suffering from trauma. People Under hospital marketing the marketing mix variable people includes all the different people involved in the service providing process (internal customers of the hospitals) which includes doctors. Under hospital marketing a right person for the right job has to be appointed and they should be adaptable and possess versatility. Hospital is a place where small activity undertaken can be a matter of life and death. nurses. . The earliest and the best way of having control on the quality of people will be by approving professionally sound doctors and other staff. so the people factor is very important.
. The experience of the patient depends on the final interplay of all these factors. Process Process generally forms 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. The most important elements are lines of communication within the setup. A typical process involved in a medium sized hospital can be as follows. These stages do not exist separately but are interlinked. Apart from this flow there are other allied activities like record keeping administration at services etc which fall under the process factor.
Physical evidence also helps in beating the intangibility factor. Physical evidence It does play an important role in health care services. Fortis and Apollo hospitals have a unique logo. which helps. 2. Lilavati hospital has got a smart building. as the core benefit a customer seeks is proper diagnosis and cure of the problem. which can be easily identified. logos. For a local small time dispensary or hospital physical evidence may not be of much help. mascots etc. Examples 1. . a smart building infrastructure indicates that the hospital can take care of all the needs of the patient. in developing in the minds of the people. the impression that it is the safest option among the different hospitals available to the people. Physical evidence can be in the form of smart buildings. In recent days some major super speciality hospitals are using physical evidence for distinguishing itself as something unique.
Since a few years the prime times in T. media type. This market consists of 180 million strong middle income group and a small income group. Unlike the urban area. in rural areas newspapers and magazines do not have the same impact in conveying messages. Promotion: Hospitals for promotion use either advertisement or PR or both after taking into consideration the target customers. it will also work equally well for him. budget and the sales promotion. The last decade has witnessed a health. This group has a large discretionary income. use of different types of contraceptives. These discerning consumers are very careful in choosing health care services. The identification with the common man is easy and quick. In case of health care products and services use for “common man” appeal is widely prevalent. hoardings and wall writings near the markets and recreation centers attract the attention of villagers. The use of celebrities is not as effective as that of a common man. other media of promotion are to be used innovatively. An ordinary person thinks that if it works well for people like him. In villages. are reserved for advertising social issues like family planning. Besides TV. care for the girl child and so on. . appearance and nutrition conscious population.V. These commercials use the common man approach for reference group appeal.
they help in generating word-of- .etc. Word-of-mouth plays an important role during information acquisition stage of the customers as there are no objective performance measures to judge the various alternatives available to them. Therefore. The patients of upper middle and upper income group have a wide choice to make from a number of clinics and hospitals. Therefore.The health care field has become very competitive. Although around onefourth of our population stays in urban India. Word-of-mouth plays a very important role in promotion of hospitals. One factor that is likely to have a significant impact on the health care scene is the growth of hospital chains such as Apollo Hospitals. Many of these doctors visit the contiguous rural areas. many hospitals have abandoned traditions and adopted marketing strategies to woo more and more patients to their clinics. Artificial heart transplants and other complex operations although are few in number and generate a small portion of the total revenue. Birla Health Centres . but they may operate from the urban area. In a competitive market place. A person in need of a health care service does not know for sure where to search for relevant information. the images of the firms swill affect their competitive standing. satisfied past patients of a hospital can bring more number of patients to that hospital than a number of advertisements. three fourths of the total doctors have engaged themselves in this part. The patients who come to a hospital generally have the old patients of that hospital as referrals. He consults his family members. relations and friends first.
mouth which health care providers are actually interested. Many of these companies are spending a lot in corporate advertising for Image building. .
Marketing hospitals Marketing in Hospitals Marketing is unethical” was the frequent refrain in the eighties. when very few hospitals realised that it was necessary to incorporate marketing as an integral function in the hospital operations. Ultimately. apart from the ongoing mergers and acquisitions that were already taking place at that time. profitability and sustainability. as they felt that the patients would take them as profit oriented organisation rather than service oriented organisation. But the major argument at that time lay in understanding whether this professional orientation was really required for its viability. This argument however became favourable in the late nineties as corporate companies like Wockhardt and Max India started venturing into the hospital industry. Even the TPAs started building tieups with corporate clients and there was already an abysmal utilisation of resources in the existing hospitals. ‘Perception of patients’ was another important consideration for hospitals. In addition to the above a major factor that contributed to the acceptance of marketing in hospitals was an increase in the delivery of services. marketing was .
As hospitals spend millions of rupees in technology and infrastructure. Any case of sickness found in the employees of these corporates refer them to the PPO’s . a special discount of 20 % on all preventive health checks is offered to all shareholders of Apollo Hospitals Limited. In order. In an era where hospitals are experiencing a major shift in their clientele. which further have understanding with corporates.accepted only by a few while the others discarded the concept. Some of them are listed below: • Many hospitals have eminent personalities from the industry in their Board of trustees. inflow of patients. Besides the presence of eminent personalities creates a sense of confidence in the minds of people. • Private hospitals can attract their shareholders by offering discounts. • Hospitals have long-term understanding with PPO’s (Preferred Provider Organization). working in the companies of these Trustees. which further sends them to the hospital for check-ups and treatment. Hospitals who accepted marketing also carried out their functioned by concentrating around corporate clients. Lately it has been felt that many Indian hospitals have a dilemma regarding the functions of marketing. the hospitals follow various marketing and brand building exercises. it becomes necessary. they are worried more about the patients’ perception of hospitals and therefore the concept of brand restructuring and brand engineering is vital. that they attract patients and generate funds. . to do the same. For example. This indirectly leads to increase in.
whereas Lilavati Hospital is known for its five-star services. which becomes a natural advantage for the hospital. using the same infrastructure. Hinduja Hospital is known for its high-quality healthcare at reasonable rates. This helps them to generate extra resources in form of fees. • Hospitals hold seminars and conferences relating to specific diseases. • Hospitals can also promote medical colleges. • Some hospitals by means of their past track record have created a niche market for themselves. For example. where they invite the doctors from all round the country. reflect the technological and knowledge. Such successes are discussed in health magazines and newspapers. for detailed discussion. .• The success rate of crucial operations and surgeries.based edge of the hospital over the competitors. who could in future refer complicated cases to the hospital. This makes the hospital well known amongst the doctors.
the first to set-up hospital outside the country and the first to attract foreign investment. to bulid around 15 new hospitals. comprising of one of the largest networks of 26 hospitals. Sri Lanka.. The group is planning to invest Rs. Deccan hospitals Corporation Limited and Om Sindoori Hospitals Limited. The Apollo group is India’s first corporate hospital. it will save around 10% of the material cost. the Apollo Hospitals Group. . With 2600 beds. Apollo is one of Asia’s largest healthcare players. 3. Apollo claims to maintain the best of medical standards with a record of over 7.4 million treated patients. Nepal and Malaysia.15. represents the changing face of healthcare in India contemporary and corporatised.SOME PLAYERS The Apollo Group of Hospitals Driven by its line of being the “architect of healthcare” in India. It has been the first private company to administer health insurance in the country and Indraprastha Apollo Hospital in Delhi is the fourth largest corporate hospital in the world. 10 clinics and over 10. Indian Hospitals Corporation Ltd. will help the group raise money at a better rate and by consolidating inventory. The recent merger between its 3 group companies.000 preventive health checks done. 2000 crore .000 employees across the country. in India.
The management realised the fact that in order to have a modern hospital in place all the work processes had to be related to IT. education or telemedicine. whether it is day-to-day running of hospitals. materials.000 cardiac surgeries. which was an integral part of the hospital inception project. HIS contains all the information relating to appointment schedules of the doctors. This information is then fed into the system and the updated information is available to the doctor in real-time. Depending on the availability of the doctor.5 percent success rate in 45.98. And helping the company maintain a balance between the corporate culture and rigorous medical excellence is recognition of IT as intrinsic to every process. the patient is given the date and time of appointment. throws light on the extent of the automation drive within the company. The application of IT in the day-to-day working of the largest hospital of the group. purchase and HRD. The workflow process starts with the patient seeking an appointment with the doctor. the need for an end-to-end integrated solution. Hence. engineering. which provides for end-toend integration of the various processes and functional areas within the hospital to make for a seamless workflow. etc. Indraprastha Apollo. The work processes of the hospital are primarily divided into two areas the patient (comprising of inpatient and out-patient) and the non-patient all the back-end departments like housekeeping. The hospital today boasts of an integrated HIS. finance. . This led to the implementation of the Hospital Information System (HIS).
which is based on Microsoft Exchange. accounting and inventory. This is followed by 15 minutes of consultation with the doctor after which the doctor gives his prescription. The hospital has also developed a very effective mailing system for its employees. thereby saving precious time. he already has all the required basic information. leave information and basic information relating to the company. This data is feeded into the system with a Unique Hospital Identifier (UHI) number allotted to the patient so that by the time the patient meets the doctor. the data is again keyed into the system as a patient record under his UHI and is accessible for quick reference. is the area of telemedicine. which are integrated with the patient areas wherever required. The company’s Intranet is being used to run mailing applications as well as information relating to company policies. One of the biggest advantages of HIS is that any medically relevant information related to the patient is available at the click of a button. Apollo .On the date of his appointment. Telemedicine Healthcare for all A very significant IT initiative of the Apollo Hospitals Group. the patient registers himself at the counter by filling up of a form. HIS also acts as a kind of ERP for the hospital with its automation of various back-end areas like financial. and of great relevance to a developing country like India in taking healthcare to the masses. which contains all the basic information related to the patient. which means a lot when it comes to saving a life. Incorporated in 1999.
Teleme-dicine ensures that the benefits of hi-tech medicine can go to everyone. . and not just to people who live in big cities. which allows the participant sites to collaborate with institutions in the country and abroad. and provides their clientele access to better healthcare in areas not adequately served by the medical community. Hyderabad and Chennai and distant locations across the country. It has developed competence in developing costeffective turnkey telemedicine solutions. has already set up over 10 telemedicine links between the Apollo Institutions at Delhi. The group has forged alliances with government organisations like the Indian Space Research Organisation (ISRO) for VSAT bandwidth and Wipro for hardware. to provide telemedicine facilities to far-flung and rural areas. the telemedicine division of the Apollo Hospitals Group. The patient reports can be transmitted from a consulting canter to a specialty canter using the telemedicine software and the communication link.Telemedicine Enterprises (ATEL). which could be ISDN or VSAT connectivity. The division is working towards developing a strong Apollo Telemedicine Network. A patient and his doctor can interact with specialists based in the specialty centers and receive second opinion or interpretations to complex medical cases.
00am . It offers a wide selection of snacks and a variety of meals. -Apollo Food Plaza There is food facility located in the atrium of the hospital serving a delightful array of delicacies. -Gift Shop The Gift Shop carries a wide range of gifts including Confectionery. -Bank Facilities -The Oriental Bank of Commerce . -Café Apollo Café Apollo is a sit down dining facility of the hospital. Magazines and other novelties.Other Services offered by Apollo: -Apollo Pharmacy Apollo Pharmacy operates round the clock catering to all your medicine needs. Books. Timings : 8. Cards.9:00pm -Fast Food Cafe For the convenience of ICU attendants there is a 24 hours cafe in the ICU lobby. Newspapers.
for setting up worldclass healthcare services in India. MaxMed. Escorts . Bank Hours Monday to Friday : 10:00am . The company also has 12 cardiac and information centres in and around the town. to undertake clinical trials for drugs.The Indraprastha Apollo Branch of the Oriental Bank of Commerce is located at one of the Gates.12:00pm The bank remains closed on Sundays and National Holidays. Max India plans a three tier structure of medical services – Max Consultation and Diagnostic Clinics.Fortis Healthcare Fortis is the late Ranbaxy’s Parvinder Singh’s privately owned company.2:00pm Saturday : 10:00am . to arrange travel and stay for patients and family. for education and research. located in the town of Mohali. The company is a 250 crore. Max India After selling of his stake in Hutchison Max Telecom. The company has already tied up with Harvard Medical International. a 150 bed multispeciality hospital and Max General. -The ICICI ATM Counter The ICICI ATM counter is also located in the hospital. The company has plans of increasing the capacity to around 375 beds and also plans to tie up with an overseas partner. 200 bed cardiac hospital. Analjit Singh has decided to invest around 200 crores. a 400 bed hospital. under research abroad and setting up of Max University. .
emergency admissions or other patients needing highly specialized management including Telecardiology (ECG transmission through telephone). This report is prepared by Mona Pandit and Parin Mehta of Sydneham Institute of Management exclusively for India Infoline as part of their project curriculum.EHIRC located in New Delhi has more than 220 beds. The hospital has a total 77 Critical Care beds to provide intensive care to patients after surgery or angioplasty. . The EHIRC is unique in the field of Preventive Cardiology with a fully developed programme of Monitored Exercise. WOCKHARDT and DUNCANS GLENEAGLES INTERNATIONAL also have major expansion plans. Yoga and Meditation for Life style management.
A World Health Organisation report states that India needs to add 80. it is slowly achieving key industry status in India. the Indian healthcare industry has the potential to show the same exponential growth that the software and pharmaceutical industries have shown in the past decade. As per the Insurance Regulatory and Development Authority (IRDA). The healthcare industry is a fast growing industry and coupled with strength of Indian innovative and scientific manpower and also low costs.8 trillion. According to a recent study. the healthcare industry is the world’s largest industry and India is emerging as a major player in this industry. because of its high population. There is a vast insurable population in India. The huge shortage of beds outlines a major opportunity for the industry. only 10 percent of the market potential has been tapped till date and market studies indicate a 35 percent growthin thecomingyears. given that only 2 million people ie 0. Further.000 hospital beds each year to meet the demand of its population. A big opportunity for the industry emerges from the privatisation of the insurance segment. which would extrapolate into a new delivery system in India.2 percent of the total population are covered under Mediclaim. there are 315 million potentially insurable lives in the country. . as per the IRDA.Opportunities With global revenues of approximately US$ 2.
As a result. including Medical and all Para-medical staff. the Medical Education Sector. This accelerated growth will require a large body of skilled Healthcare Providers.The Future Healthcare industry is booming all over the world. A World Bank Report in November 1999 points at the emergence of large-scale. shall also witness a faster growth.10 % per annum in India and a Growth Rate of 4 . it is anticipate that the Healthcare Industry shall grow at an accelerated pace and will achieve a Growth Rate of 8 . It shall also be the biggest consumer of all new technologies. In the US it is already the largest service sector. The Corporate hospitals will play a positive role in the healthcare sector by taking the load off government hospitals. It shall not only employ the largest chunk of all available capital but shall also employ a large proportion of the skilled work force. It is anticipated . And world-wide it is slated to be a $4 trillion market by 2005. As a result. investor-owned hospitals in the country as a "dramatic" development. whose performance hasn’t been upto the mark. The Healthcare Industry is on the threshold of a major Growth Spiral which shall assimilate all new technologies to provide cost effective Healthcare. The Healthcare Industry is poised to become the biggest Employer in all Countries.8 % per annum in most of the Countries of third World. in the next decade. Specifically. most of the Countries in the world (Other than USA) shall add more Hospital Beds.
that the numbers of skilled Healthcare Providers shall double in next decade. These new modalities shall not follow the rigid standards as set for Hospitals & shall employ a smaller number of trained medical manpower. The average age of Earth's Population shall increase. This growth of Healthcare Industry shall be supported by Political Will and Social Understanding at all levels of any Society. the Prosthetic Devices Segment shall witness a very rapid growth. the Medical Charge and the other segments of Healthcare Industry. In the next decade. There shall be a shift in focus of providing Healthcare. coupled with availability of better Healthcare shall lead to a higher Expectancy of Life at Birth. It shall also fuel the growth of Pharmaceutical Industry. The addition of Hospital Beds shall catalyse a Growth in Hospital Equipment Industry. This will necessitate a greater interaction between the Healthcare Provider. meet . It shall specifically affect the Medical and Surgical Supply Segment and there too. therefore. It must. as is available in the Joint Family Environment to more than half the population of world today. These modalities shall augment the Home Care. the Earth's Population shall reach a peak number. while new cost effective modalities shall provide intermediate care or nursing only care. This will require a far superior understanding of Multiple Organ Syndromes and there treatments. The Hospitals shall tend to be the providers of Acute & Intensive Healthcare. This.
. by providing cost effective Healthcare in a manner that improves the Quality of Humane Life.the new challenges.
Hospitals could also generate revenues from medicines if they are supplying them in-house. The general perception that large hospitals. with high bed-occupancy rate. Research shows that there exist a lot of space for super-specialized hospitals with 100-150 beds. are profitable. Typically large hospitals with approximately 500 bed capacity takes about 9-10 years to break even whereas superspecialty hospitals with about 100 beds take about 6-7 years to break even. A large percent of revenues come from specialized services like operations and surgeries. Many Indian hospitals are following the US healthcare industry. 2. neurology etc. which caters to specific diseases like cardiac. is misleading. Some hospitals make it mandatory for the . because the patient turnover is very high. US research shows that 80% of the revenues form a patient comes in the first 72 hours post. Therefore. going in for super-speciality hospitals seems to be a more viable option today. Hospitals generate a lot of revenues from General Inspection. It is because of these reasons that many corporates are planning for a small 100 beds specialized hospitals. by decreasing the average length of stay of patients and increasing patient turnover.Some Suggestions for improving the position of the hospitals 1. Global experience shows that hospital with more than 250 beds don’t do well.admission. which generate revenues equivalent to large 500 bed general hospital. cosmetic surgery.
This programme provides a medical perspective of stress and is conducted by a medical professional. and a tie -up with General Insurance Corporation of India. The programme includes a series of one-to-one sessions. can generate good returns from medicine supply. which can be adopted to cope with this phenomenon practically. Though many hospitals run by Trusts do not earn this way. 4. 3. stress management programs could be provided. Claims Administration. such as Preventive Healthcare. welfare Programmes. A margin of 15-20 % can be charged for such medicinal supplies. optimize the benefits while keeping the cost under control.With a wide net work of Hospitals and Healthcare providers countrywide.patients to buy medicines from the hospital’s chemist shop. So FHP's healthcare packages. a subsidiary of Apollo Hospitals does health management of employees of its clients. but new entrants or corporates for whom private healthcare sector is a direct extension of their line of business ( eg. . with a clinical Psychologist highlighting the factors responsible for inducing stress. and the methodologies. Corporate Counselling. FHP offers a range of services to employees and dependants. Pharma companies). For example ‘Effective Stress Management Programme’ offered by Wockhardt Hospital. Apart from preventive healthcare. For example Family Health Plan Services (FHP). Patient-care Coordination and so on. Health Plan packages can be provided by hospitals to family and corporate.
It also helps them to make joint investments in branding or information technology and also to react effectively to the changed market forces. 6. laundry and linen etc will become "purchased" services. Alternatively hospitals can go in for Group Purchases.5. to help the merged organisations benefit from one another's individual strengths by applying them across the board. VHA / UHC and AmeriNet gives them the clout to exert price pressure on suppliers. Hospitals can become integrated healthcare systems i. . manufacturers have offered bigger discounts to hang on to their contracts. So there exists a lot of supply management opportunity. when medicines. These third-party operations will increase the profit margins. as in USA.i.e.e. The buying power of large GPOs in USA like Premier. particularly for products in lower demand. which will affect spending productivity. food services. Mergers could be used for synergy of skills . And as GPOs have consolidated.
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