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Dr. M. JEEVARATHINAM., M. Com., M.Phil., Ph.D., NET., MBA,.

Assistant Professor,
Faculty of Science and Humanities
SRM University,
UNIT V
Contents
 Hospital:
o Marketing of health care
o Types of hospitals
o Marketing mix for health care.
 Personal care
o Marketing mix for personal care.
 Education marketing
o Literacy - The concept
o Marketing mix for adult, elementary, secondary and higher education
 Online Marketing.

1. What is health care?
 The act of taking preventative or necessary medical procedures to improve a person's
well-being.
 This may be done with surgery, the administering of medicine, or other alterations in a
person's lifestyle.
 These services are typically offered through a health care system made up of hospitals
and physicians.
2. What is online marketing?
 Online marketing is a set of powerful tools and methodologies used for promoting
products and services through the internet.
 Online marketing includes a wider range of marketing elements than traditional
business marketing due to the extra channels and marketing mechanisms available on
the internet.
3. What is meant by personal care?
Personal care means the occupation of attending to the physical needs of people who are
disabled or otherwise unable to take care of themselves, including tasks such as bathing,
management of bodily functions, and cooking.
4. Characteristics of Educational Services
1. Intangibility
Education is an intangible dominant service – Impossible to touch, see or feel
2. Perishability
 Production and consumption are simultaneous activities
 No inventories can be made up eg. A lecture scheduled cannot be stored
3. Inseparability
There is a need for the service provider to be present when the service is to be performed
and consumed
4. Others
 High fixed cost, Low variable cost
 Specialized and need based
 Competition
 Customer limitations
 Heterogeneity

200 -300 bed hospital Ex: . 51 to 100 beds district label hospital. Specialist hospital: . Thana hospital. Faculty of Science and Humanities SRM University. cancer hospital. which means that consumers are unable to try out. Tertiary hospital. email marketing and local search integration (like Google Maps). Non-profitable.  Flexibility and convenience: Consumers may research and purchase products and services at their leisure. 400-500 beds hospital an over. Profitable.. 6.Phil. Nariyongong. According to ownership a. mental hospital. M. Government hospital: . (Bangladesh) On the other hand. (Bangladesh) e. 5. Assistant Professor. 200 bed hospital Ex: . Product  In case of educational services. the services rendered by the faculty etc.. 3. Nursing home or clinic. What are the advantage and limitation of online marketing? Online marketing has several advantages.Private hospital.) made by the educational institutions.District hospital. hospital is classified are as follows 1. . Explain the marketing mix for education services Marketing Mix of Educational Services 1.. 4. M. 6.  Analytics: Efficient statistical results are facilitated without extra costs. 2.  Demographic targeting: Consumers can be demographically targeted much more effectively in an online rather than an offline process. According to bed capacity a.Medical college hospital.. Ph.Khanpur hospital.Dhaka medical college hospital .District hospital.Dr. 5.Medical college hospital..TB hospital. or try on items they might wish to purchase..faridpur medical. Online marketing has several limitations. (Bangladesh) d. Classifications of hospital are given bellow 1. Secondary hospital. b. Com. b. Corporation hospital: . According to service a.Unforced hospital. c. Explain the classifications of hospital. Fewer than 50 beds Thana label hospital. M. 2. Non –Government hospital: . the product means the students and the services means the intangible offers (like the course itself. including:  Low costs: Large audiences are reachable at a fraction of traditional advertising budgets. 3. Generous return policies are the main way to circumvent such buyer apprehension. c. JEEVARATHINAM.  Multiple options: Advertising tools include pay-per-click advertising. Teaching hospital: . including  The main limitation of online marketing is the lack of tangibility. General hospital: . General hospital: . Ex: . Partnership hospital). b. 7. cancer hospital. NET. public health hospital.  Online marketing has outsold traditional advertising in recent years and continues to be a high-growth industry.(I. allowing businesses to create appealing consumer ads. Special hospital: .D. Ii. MBA.

infrastructure. MBA.  It is often referred to as the service centre. Assistant Professor. facilities provided.Phil.. publicity. efficiency. Com. student friendly and technology based.  People proved as the most vibrant component of educational services marketing mix. effectiveness..  The way service providers render services to the students. private or public ownership. the people mean teaching fraternity and non-teaching community directly and indirectly associated with the services rendered to the students..  If the institute is located at a Metro city. Promotion  Promotion represents all of the communications that a service provider uses in the marketplace. Faculty of Science and Humanities SRM University. services make the product of an institute. etc. point of sale. M. 5. it will definitely make the institution with difference.. Process  The procedures. mode of education. place is also a vital promotional tool for them.  If the service process is hassle free.  Here.Dr. brand name of the educational institution etc. public relations. rather they are known as facilitators / services providers. price reflects the quality of services provided to the students.  So. rather than all. plays a pivotal role in gaining the competitive advantages. service quality. simple. Hence.  Educational institute emphasizes mainly on two components of promotion viz. word of mouth.D. M.  Here. positive word-of-mouth communication has been found the best tool for them. NET. Place  Place represents the location where an educational institute is established. advertising and web-based marketing. Ph. M. direct & web marketing. particularly the professional educational organization depends on the competency. 3. than if it is located in rural place.  Growth and existence of an educational institute. location of the institute. 6. reputation of the institution.  It is determined by a number of factors including competition. Through the products and services the educational institutions promotes their organization and develop the brand value in the competitive market 2. it can be used as marketing tool by the institutions. it will provide much more competitive edge. placement. 4. mechanisms and flow of activities which lead to an exchange of value are called the process. .  Teachers are not treated as ‘guru’..  Satisfaction and retention of the students solely depends on the way the teachers are in a position to deliver their best services to them. understandable. As far as promotion tool is concerned. Price / Fees  The price is the amount a student pays for the services availed by him or her. People  Here. dedication and devotion of the teaching community of the institute. sincerity..  Promotion has a few distinct elements such as advertising. JEEVARATHINAM.

Explain the Marketing Mix for health care / Hospital Services Introduction  Marketing has grown in importance for hospitals.. parking facility. which allows the staff at all levels of the hospital to follow simple procedures. M.  Most hospitals in developing counties like India have grown to a truly words class stature over the years.  It might include state-of-art technology. core services and peripherals..  It covers issues such as service package..  Examples might include the way a student is treated by a staff member and rendered service by a teacher. hostel. AC class room facility. Com. 8. M. Emergency services – Emergency services and care at most of the hospitals is unique and advanced. looking to strengthen their position in a increasingly competitive healthcare market place. The hospitals have state-of-the-art ambulances. Faculty of Science and Humanities SRM University. computer laboratory. building.  Most hospitals today are well equipped with the most advanced diagnostic and treatment facilities. playground. Hospital marketing mix 1) PRODUCT  A product is a set of attributes assembled in an identifiable form. JEEVARATHINAM. canteen. There is hi-tech telecommunication available to a patient in an emergency at any given time. swimming pool.D.Phil. All of these play a crucial role in marketing of educational institute.  The product is the central component of any marketing mix. different modern teaching aid etc.. Physical Evidence  It is the direct sensory experience of a service that allows a student to measure whether he or she has received adequate facilities by the educational institution.Dr. the physical facilities provided and the infrastructure created by the organization for them. Assistant Professor.. . total ambience. library. MBA. gymnasium. Hospitals today offer the following services: 1. It frees the senior management of everyday stress in observing and monitoring tasks. indoor stadium. number of books and journals..  A world class hospital is a multi-disciplinary super speciality medical centre of international standards. NET. which make the most complex tasks easy and efficient. presentation and management of the product which is to be offered to the market place.  Some hospitals have even obtained ISO 9002 certification. The CCU's on Wheels under supervision by medical and para-medical staff. managing service offering and developing service offering. or the length of time a student has to wait to get services from them. Ph.  They try for total health care – preventive and curative. transportation facility.  Examples might include the physical environment in which service is delivered.  ISO 9002 quality assurance is a structured and user friendly set of systems. M. 7.  The product component of the marketing mix deals with a variety of issues relating to development. which have to be completed on daily basis.

It caters to the needs not only of the inpatients and outpatients. Executive Health check up 3. Orthopedics. use of state of art technology.  On admission. Neurology. Pharmacy services – Most of the hospitals also have a pharmacy which is open 24 hours.... The health diagnosis programme comprises of the following: 1. 2. an initial deposit will be collected at the inpatient billing counter. periodic health check-up offered for busy executives..  Price charged must be able to target customers and it should co-ordinate with other elements of the marketing mix. air conditioning of the hospital. 5. government controls are also taken into consideration. professionals.  As a service is intangible.. ranging from the general ward which attends to the needs of the lower classes to the deluxe suite which attends to the needs of the middle and upper classes are available. it is very hard for deciding the price of the particular service offered. hospital also offers "Health Diagnosis Programme" which is a complete. comprehensive. MBA. but also patients from other hospitals who require emergency drugs. casuality services etc. JEEVARATHINAM.  Various categories of rooms.  Price usually depends on treatment prescribed by the respective consultants and the facilities offered to the patient. 2.  Before fixing prices..  The pricing strategy is formulated after consulting the concerned heads of department. Diabetics health check-ups etc. 4. emergency services. M. they offer a wide range of facilities for instance. Master health check up 2. Faculty of Science and Humanities SRM University. 3. that can handle any kind of ailment. Ph.  Pricing strategy adopted does not depend on the price offered by competitors. causality department. M. Causality services – Causality service includes a 24 hrs. Oncology. Diagnostic services – Modern Hospitals are multi-speciality and multi-disciplinary.. the service offering in a hospital comprises of the following levels: 1. Apart from the above mentioned services.D. 3.Phil. Core level – it comprises of the basic treatment facilities and services offered by the hospital like diagnostic services. 2) PRICE  It is one of the most prominent elements in the marketing mix. services of renowned consultants. which attends to the accident or emergency cases. NET. M.Dr. Com. . Augmented level – it comprises of dress code for staff.  Prices of various facilities revised every year depending on the change in technology. Expected level – it comprises of cleanliness and hygiene levels maintained in the hospital. business persons and so on.  The amount extends on the category of room and the treatment or surgical procedure planned. Ambulance services – Hi-tech ambulances linked by state-of-the-art telecommunications are fully equipped with doctors that are available to render medical attention and assistance in case of emergencies at the patient's doorstep. Assistant Professor. Plastic surgery and so on. Generally.

 Promotion includes advertising. 5) PEOPLE  The People component reflects the important role played by individuals in the provision of services.  Factors influencing the placing decision are market size and structure by geographical regions. MBA. Com.  To crease the clientele. good road access facilities and public transportation network.  They also sponsor frequent visits to the spastic society.  Availability refers to the extent to which a service is obtainable or capable of being purchased. Assistant Professor.  Customers need to be made aware of the existence of the service offered. NET. Ph. it aims at providing quality service for its customers at reasonable price.  People are also an important element in the marketing mix.  The objective of offering quality service to the patients can be attained by: .  Accessibility refers to the ease and convenience with which a service can be purchased.  The two major issues considered regarding the decision of a place are accessibility and availability of the service to customers..  The behaviour and attitude of the personnel offering service will influence the customer's overall perception of the service.  A hospital does not believe in profit maximization. (Corporate clients)  Hospitals conduct camps in rural areas to give medical check-ups at a reasonable price so that the rural people approach the hospital again in the future.  Service personnel play an important role in an organization which offers service.. etc. M. used or received.  It is necessary that the staff in hospital are trained to offer quality patient care with human touch using state of the art technology.. 4) PLACE  It refers to contact point between the customer and the service provider. master health programmes and diabetes health checkups apart from annual health checkups offered to different companies. M. they rely a lot on a favourable word of mouth. Hospitals generally advertise in health and fitness magazines.Dr.. JEEVARATHINAM. old age homes.D. past and potential customers. Faculty of Science and Humanities SRM University.  Hospitals do not normally undertake aggressive promotion. M.  Customers are a source of influencing other customers by word of mouth.. a hospital may continuously introduce different health services like the accupressure clinic. location of potentially attractive consumer segments. local infrastructure. used and received.  This element in the marketing mix leads to the identification of a suitable location.. personal selling. who gets the benefit of the service. 3) PROMOTION  Promotion function of any service organization involves the transmission of message to present. sales promotion and publicity. number and types of competitors in the region.Phil.  A hospital must be ideally located and must be easily accessible to all.

1. convert it and add value to the input and finally create an output. M. the staff has to cater to the needs of sick. the job of the staff becomes much easier. whereas in a hospital. Com..  In a hotel. 2. In a hospital.  Motivating employees to be efficient.  Warm ambiences with efficient and cheerful staff help make the experience of the public a memorable one.D.  Utilizing services of professional competent medical consultants. the process is divided into three phases..  Offering regular on-job training of employees to ensure continuous improvement in health care..  Use of latest technology. The Intensive consumption Phase It includes the following: . which sets a standard for action to take place and to implement the service. Assistant Professor.  Knowing what the employees want is very important. 6) PROCESS  Process is a set of activities that take an input.  There should be active participation of the employees in the activities of the hospital.Dr. it is very important that the staff of the hospital is friendly and comforting. NET. where the clientele is happy. M. Faculty of Science and Humanities SRM University.  Therefore.  Concessions should be given to the employee's near ones.  Motivation is not necessarily by giving high salaries.Phil. The Joining Phase It includes the following: * The arrival of the patient. free from any kind of tension.  There should be regular liaison with them at all times. There are many other ways to motivate the employees. Ph. always wearing a smile.. M. JEEVARATHINAM. dedicated and loyal to the organization.  Processes are designed by blue a print... depressed and an agitated lot. * Registration – where a patient has to make an initial deposit at the in-patient billing counter after which a file is opened in the patient's name to know the patient's medical history.  Process has only recently been given much attention in the service sector although it has been the subject to study in manufacturing for many years. MBA.

when to consult him again in the future and so on. 3. valued and considered and many times are very useful for improving the services of the hospital.. Patients' suggestions are always welcomed. JEEVARATHINAM. it has found that this kind of a customer-supplier relationship helps to offer an important system of checks and balances and gives the organization a more focused customer orientation. M. Assistant Professor.  Only when each unit of the hospital understands who their customers are and what their needs are. each department is a customer to another department. . which assists the hospital authorities to know the level of satisfaction derived by the patient.  Information about further actions – the consultant will instruct the patient regarding the diet to be followed.. NET. MBA. 4. while at the same time it might be a supplier to another department. In a superficial level. Com. the billing department serves of the finance department and so on. will the hospital develop basis for giving the best service in the most efficient way to the patient.  In a way.  Treatment – when the illness is treated with proper medication or surgery and so on. each department or unit should consider itself to be a service provider serving the needs of the customer department.D.. the bill will be paid at the billing counter. the world-over in many organizations that have used this concept. So in a way. the medication to be taken. M. it may seem as if each department is working as an independent unit rather than a team.. Each department is an "internal customer" or the other departments. General Process Organization in a Hospital  Within the hospital.Phil. the purchase department serves the needs of the stores. Ph. Feedback  At this stage. it each department is looked.Dr.  Diagnosis – where the consultant diagnoses the illness by making the patients undergo various tests. Faculty of Science and Humanities SRM University. The detachment Phase It includes the following: * Discharge of the patient – a patient can be discharged from the hospital on the advice of the consultant * Payment – after the patient is discharged.. M. it is noticed that each department serves the needs of another department. for example. the patient is requested to fill an evaluation form.. However.

 The staff follows a dress code to show professionalism and to maintain discipline. It is the managerial process of managing the service. NET.Dr.  All the doctors should be offered with a well-equipped cabin. In the services marketing. The applications of marketing principles in the services sector are the main things in the services marketing. MBA. This is taken care of by the housekeeping department. JEEVARATHINAM.  Physical evidence plays an important role in hospital services. When people buy services offered by a service provider in a true sense. they buy the time. Ph. CONCLUSION Marketing is a function by which a marketer plans.D..  It makes a huge impact on the customer. cleanliness and whole hospital must be well lit. Faculty of Science and Humanities SRM University.  The ambience plays an important role because when a patient walks into the hospital he immediately forms an opinion about the hospital. Marketing the service is meant marketing something intangible. Assistant Professor..  Modern hospitals need to create a good ambience.  Physical evidence offers customers means of evaluating the service.Phil.. Physical evidence particularly plays an important role in the hospital where the patients are already depressed or traumatized and a good atmosphere could make all the difference. It is like marketing a promise. promotes. A hospital has to keep in mind both the aspects of physical evidence that is essential and peripheral evidence.  It is necessary for a hospital to be well organized and segregated into different departments.  The entire hospital requires to be centrally air-conditioned with good lighting.  Ventilation is taken care of by air-conditioning. The staff is trained to be understanding.  Right from the reception one finds very cordial and comforting staff. knowledge.. warm and comforting because the clientele that goes to the hospital is usually disturbed or unhappy. Special care should be taken to maintain hygienic. M. M. skill or resources..  Corporate image plays in important role in terms of physical evidence. Com. the providers are supposed to influence and satisfy the users. . and delivers goods and services to the customers.  This can be developed through corporate relation programmes. 7) PHYSICAL EVIDENCE  It is the environment in which the service is delivered with physical or tangible commodities and where the firm and the customer interact.. M.