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Hospital Marketing - I di H it l M k ti India March 2010

Name: Angela Nediyodi Roll No: M08

Snapshot
Market MarketSnapshot&Potential Growth MarketingRegulations g g NeedforHospitaldevelopment AdvertisingStrategy Advertising Strategy Marketingapproachof5keyHospitals FutureOutlook F t O tl k

Market Overview of Hospital Industry in India

Public and private hospitals will contribute more than 70% of healthcare sector revenues by 2012 y Hospital market in India is expected to reach USD 54.7 bn by 2012 with private sector contributing USD 45 bn Increasing number of hospitals in Tier-II & Tier II Tier-III cities is the major driver for private sector growth Market is fragmented with large number of p ,p y p independent, privately run hospitals Demand for healthcare far exceeds supply due to dismal performance by the government A huge shortage of beds is a major driver for investment in a growing industry India needs an investment of USD 14.4 bn by 2025 to increase the bed density to 20 p per 10,000 , Specialty hospitals in particular are expected to grow faster than overall industry due to rise in heart diseases and cancer

Snapshot of Market and Potential Growth


Private NursingHomes Nursing Homes Midtier Mid tier Healthcare centers, Primarily nursing Corporate hospitals district hospital and homes and recovery with inhouse staff consulting general hospitals rooms with adequate and physicians infrastructure Variable; based on <30beds 30100 beds type MarketShareby2015 19% 30% 11% Growthby2015 Growth by 2015 2% 9%Lowerestimate 5%Lowerestimate 10%Upperestimate 6%Upperestimate Government

Toptier Top tier Major corporate hospital chains and specialty hospital >100 beds

40% 12%Lowerestimate 14%Upperestimate

Advertising Strategy for Hospitals in India


Advertisement in media (newspaper like Times wellness, Health Magazine, holding in the catchment area) etc Hand-out /brochures about their service and facility for distribution in hospital, newspaper. Hospital information System (HIS) and Electronic Patients record/database helps in advertisement and promotion. They mass mail about their new facility, service, achievement, and reward to the consumer who in turn gains confidence to avail their services. Hospital website act as an effective tool in advertising & promotion: Critical surgery information / report is displayed, Pre & Post operation information. Information about new facility, service, achievement, reward Patients are asked to post their query on website/ email; they are given reference no., which is forwarded to the medical specialist concerned. Emergency contact information available on the website, brochures servers as an immediate assistance to the consumers in case of emergency, confidential health issues and also patience who stay far away from the city city. Different healthcare websites (Paid and Free) i.e. www.doctorchambers.com & www.healthcaremagic.com wherein doctors give free medical advice, this help in creating goodwill of the hospital

Marketing approach of 5 key Hospitals


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Apollo Hospitals Enterprises Ltd., Chennai


Apollo Hospital Enterprises Ltd (AHEL) was started in 1983 as a 150 bed hospital in Chennai AHEL has presence across the healthcare delivery value chain including tertiary healthcare services, health & lifestyle clinics, education, clinical trials, telemedicine, hospital info systems, strategy & implementation p y , gy p consulting, pharmacy retailing and third party insurance administration Apollo plans to start a new Stemcyte and cord blood collection Centre in Ahmedabad in 2010 through a JV with Cadilla Pharma, Stemcyte India Therapeutics Ltd and Stemcyte USA

Apollo Hospital

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Marketing Strategy
Fortis was the first hospital to organize an exhibition in the National Capital Region, wherein the general public experts. could visit all departments of the hospital and get answers from experts Secondly, Fortis launched a dialysis technician programme for women from the weaker section of society in which they were given free training by the hospital and they will be assimilated in the hospital itself. Apart from organsing continuing Medical Education courses (CMEs) almost every week, camps, theres a special OPD where consultants charge Rs 100 only. Theres also a system of taking feedback from patients and visitors about their service. The website of hospital and group of doctors provide medical advice to the patients through: Email: The patients are asked to email their query on hospital email ID contactus.mohali@fortishealthcare.com. They are issued reference no., which is forwarded to the medical specialty concerned through their emergency Emergency contact numbers : Patients who need immediate assistance, sexually transmitted disease and other confidential issues can avail this facility. The patients who stay far away from the city are also given online assistance.

Marketing approach of 5 key Hospitals


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Jaslok Hospitals, Mumbai


The Jaslok Hospital & Research Centre is one of the oldest tertiary care, multi-specialty Trust hospitals of the country established i 1973 M b i t bli h d in 1973, Mumbai. Research activities in various fields in collaboration with other institutions in India & abroad more importantly, the hospital has evolved into a tertiary referral centre for p y providing advanced, complex problems as well as a training institution. Services they provide include healthcare, medical care, organ transplant and they run a training school for nurse nurse.

Jaslok Hospital

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Marketing Strategy
The marketing strategy of Jaslok Hospital involves:
Tying T i up with corporates, some of th ith t f them b i Oil and N t l G C being d Natural Gas Commission (ONGC) M b i i i (ONGC), Mumbai Port Trust (MBT), Bhabha Atomic Research Centre (BARC) and Air India. They have tied up with various travel agent (details available on their website) to facilitate medical tourism. One of the most effective marketing tool is a web site (www.jaslokhospital.net), which is constantly g ( j p ), y updated by their technical staff. Other marketing strategies involve: The hospital conducts free health check-ups like diabetes and cardiac check-ups for the general public They invite foreign faculty and hold joint symposiums with the foreign delegates to share their skills, knowledge and experience. This help in brand building. The hospital has a tie up with Stanford University Medical Centre, US and they hold video conferencing every month with the doctors of the centre, who interact with the faculty of the hospital.

Marketing approach of 5 key Hospitals


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Hinduja Hospitals, Mumbai


P. D. Hinduja National Hospital and Medical Research Centre was established in 1951 by Mr. Their area of specialize include Healthcare services in various Medical & Surgical specialties, Robotic surgery along with diagnostic, ancillary & support services, emergency intensive care unit. They also conduct training g y y g of medical, nursing, paramedical personnel and give more implication of R&D. Hinduja Groups foray into For-Profit segment of healthcare delivery They were 1st to get IMC Ramakrishna Bajaj National Quality Award in 2007

Hinduja Hospital

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Marketing Strategy
The marketing strategy of Hinduja Hospital involves: They have strong d t b database of th i patients and visitors which th use effectively f Th h t f their ti t d i it hi h they ff ti l for marketing. They have system of taking feedback from their patients for continuous improvement of quality of the service. They have tie up with corporates for medical check up of their employees which act as a tie-up check-up medium of cross selling. They conduct Medical conference invite foreign medical experts and faculties of different hospitals in India and joint symposiums to share their skills, knowledge and experience which help in brand building. On the CSR frontier they have 20% beds reserved for the weaker sections of the society which is funded by the NGO.

Marketing approach of 5 key Hospitals


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Hiranandani Hospitals, Mumbai


Dr. L.N. Hiranandani Hospital located at the picturesque Hiranandani Garden, Mumbai is a 130 bedded muti-specialty tertiary and quaternary care hospital. The NABH is an initiative of the quality of India (A Govt. of India) that is trying to ensure the delivery of the highest quality of healthcare in the country. They specialty center include dentil surgery, human reproduction, cardiology including angioplasty, bariatric surgery, joint replacement, hip resurfacing, hip arthroscopy, aesthetics and hair rejuvenation surgery.

Hiranandani Hospital

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Marketing Strategy
The marketing strategy of Jaslok Hospital involves: They aggressively market through their web site (www.hiranandanihospital.org). The AV clip of y gg y g ( p g) p every facility and critical surgery report is available. They come up with weekly newsletter which talks about specialty services, treatments, child care, customer focus, etc. They publish articles of their doctors which states how to diagnosis different disease, control infection and disease, case reports, energy and resources conservation. The print copies of these articles kept in the hospital serves for cross sell their services. The soft copy of these articles is also available on the website. This helps in creating their brand. As part of CSR activity, they arrange for free eye check up camps close to the slum dwelling. On the World heart day they offer free heart check-up/ cholesterol check-up, conduct angioplasty at concessional rate. On World Aids day create awareness of this life killing disease by educating the weaker section of the society. They have appointed Medical representative who offer commission to the doctor for referral to their patients.

Future Market Outlook of Hospital Industry


Favourable Policies on FDI and taxations will increase foreign participation and boost medical t b t di l tourism. i Large hospital groups making strategic acquisitions which facilitates improve wise services. Evolving concept of health cities, which have scale and provide a host of satellite service. Emergence of telemedicine for rural areas with participation from private sector and e ge ce o te e ed c e o u a a eas t pa t c pat o o p ate secto a d govt. Despite increase in number of beds, supply constraints will remain in top cities

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