Certificate Programme in Healthcare Management

Week No.08 – Fundamentals of Marketing in

Healthcare
V1 – Strategic Service
Management
Healthcare: As a Service
Strategic Service Management
Services: Contrary Perspective
What is Service?
Traditional View: Product Vs. Service Criteria
New Working Definition of a Service
The Service Marketing Triangle
V2 – The Service System
Service System: Service Concept
Marketing: Service Operations & HR
Marketing: Technology
Marketing: Brand Management
Service Management: Physical Evidence
Service-related Problems
Service Encounter
Service: Definition
Service Operating System
Hard Assets and Operating System
Hard Assets and Operating System (Contd.)
Hard Assets and Operating System (Contd.)
Hard Assets and Operating System (Contd.)
Overcoming Challenges
V3 – Waiting Time Management
Goal of Service Operation
Formation of Queues
Relationship between Queue Length and Utilisation
The Psychology of Waiting
Designing Service Line
Service Providers and Service System
Multi-Staging and Service Consumption
Service System: Tools
Waiting Time Guarantee: Three Benefits
Guarantee: Three Benefits
V4 – Service Marketing: Human
Resource Interface
Service Marketing: Human Resource Interface
Service Marketing: Frontline People
Service Profit Chain
Pillars of Frontline Employee Management
How do you Empower?
Upsides of Empowerment
Downsides of Empowerment
Service Output Quality
Hub and Rim Model
Thick Vs. Thin Rim Model
Thick Vs. Thin Rim Model (Contd.)
Execute the Thin Rim System
Execute the Thin Rim System (Contd.)
Execute the Thin Rim System (Contd.)
Execute the Thin Rim System (Contd.)
Execute the Thin Rim System (Contd.)
Currency Conversion Operations
Components of Hub and Rim
V5 – Customer/Patient-Centric
Healthcare: Managing Customer
Satisfaction or Service Quality
Customer Satisfaction
Service Quality or Customer Satisfaction
Relationship Among Post-Consumption Metrics
Satisfaction, Quality and Value
Satisfaction, Quality and Value
Exceeding Customer Expectations: Example
Exceeding Customer Expectations: Example
(Contd.)
Net Promoter Score (NPS)
Net Promoter Score (NPS) (Contd.)
NPS: Important Considerations
V6 – Resource Allocation
Resource Allocation: Customer Satisfaction
Example
Resource Allocation: Customer Satisfaction
Example (Contd.)
Resource Allocation: Traditional Approach
Resource Allocation: Traditional Approach (Contd.)
Product Vs Service Mindsets
Product Vs Service Mindsets (Contd.)
Product Vs Service Mindsets (Contd.)
Product Vs Service Mindsets (Contd.)