NEW ENTRANTS IN HOSPITAL INDUSTRY SUBMITTED BY: TAUSEEF KHAN SACHIN JADHAV INTRODUCTION: Healthcare: The term health

care system refers to a countrys system of delivering services for the prevention and treatment of disease and for the promotion of physical and mental well-being HEALTH CARE INDUSTRY: Today the healthcare industry has emerged as one of the most challenging sectors as well as one of the largest service sector industries in India. The Indian economy over the recent past has started looking up and has now decidedly been acknowledged as likely to continue to sustain economic growth. The Indian healthcare Industry though still nascent in size and dynamics compared to other countries, but they have also benefited from this economic boom. A countrys health care system also reflects in part of the culture and values of the society. The US$ 50 billion-a-year health care industry has grown rapidly and is now the secondlargest service-sector employer in the country, providing jobs to about 4.5 million people directly or indirectly. The Indian healthcare sector will double its size to US$ 100 billion by 2015, according to ratings agency Fitch. By 2020, the Indian healthcare industry is estimated to be worth US$ 275.6 billion. Currently, 8 per cent of Indias GDP is spent on healthcare. India needs to spend at least US$ 80 billion more in the next five years to meet targets, according to Mr Pradipta K Mohapatra, Chairman, Executive & Business Coaching Foundation India Ltd and Past Chairman, Confederation of Indian Industry (CII), Southern Region. Major hospital chain across India: APOLLO HOSPITAL: Apollo Hospitals Group, today, is an integrated healthcare organization with owned and managed hospitals, diagnostic clinics, dispensing pharmacies and consultancy services. In addition, the groups service offerings include healthcare at the patients doorstep, clinical & diagnostic services, medical business process outsourcing, third party administration services and health insurance. To enhance performance and service to customers, the company also makes available the services to support business, telemedicine services, education, training programs & research services and a host of other non-profit projects. Today, with over 8500 beds across 54 hospitals, and a significant presence at every touchpoint of the medical value chain, Apollo Hospitals is one of Asias largest healthcare groups. Commenced as a 150 bed hospital, today the group has grown exponentially both in India and overseas. Its growth is often said to be synonymous with India emerging as a major hub in global healthcare.

COLOMBIA ASIA: Columbia Asia operates a network of leading hospitals in India designed to provide a quality and affordable experience for patients. Columbia Asia facilities are clean, comfortable and just the right size. WOCKHARDT HOSPITAL: Wockhardt Ltd, Indias 5th largest Pharmaceutical and Healthcare company with a presence in 20 countries across the globe. Wockhardt Hospitals are today, one amongst the best healthcare institutes in the country. The group has a pan India presence and provides super specialty care in Cardiology/Cardiac Surgery, Orthopedics, Neurology/Neurosurgery, Minimal Access Surgery and Womens health. Wockhardt Hospitals currently runs 8 hospitals located at Bhavnagar, Goa, Nagpur (I & II), Nashik, Rajkot, Surat and Vashi. Wockhardt would initiate its presence in South Mumbai with a new hospital in 2012. FORTIS HEALTHCARE: With 39 hospitals across the country, over 5000 beds and 48000 surgical procedures in the last year alone, Fortis is one of India's largest healthcare and Asia's fastest growing network. VASAN EYE CARE: One of the major eye care chain in south india

OUR BRAND: MOTHERS PRIDE MATERNITY HOME

GORGEOUS GIFTS FOR PREGNANCY AND BEYOND

BRAND NAME: Mothers PRIDE MATERNITY HOME REASON FOR SELECTING THIS NAME Mothers pride maternity home? There's no doubt that having a baby is one of the biggest and happiest moments in a woman's life. While life with a new baby can be absolutely thrilling and rewarding, it can also be stressful at times. Many physical and emotional changes take place in a woman when she is pregnant and after she gives birth. These changes can leave new mothers feeling sad, anxious, afraid, or, confused. For many women, these feelings, called the baby blues, go away quickly. While you make your brunch plans, and search through racks of cards praising Mom take a moment to remember that there are many places where it is dangerous to be a mother. Save the Children has released its State of the Worlds Mother report. Included is the organizations list of the best and worst places to be a mother in todays world. But all the planning for that big day when baby arrives makes it easy to forget about the challenging days and months after delivery, this not only makes mother happy but give them a pride to have a young one. So for this reason we suggested our hospital name as mothers pride maternity home. BRAND LOGO: Our logo consists of plus sign which indicates the hospital and inside the logo we have shown one sister who is holding a baby in her hands .this indicates in our hospital we take care of the new born baby in the similar way as the mother takes care of their baby.

TAGLINE: GORGEOUS GIFTS FOR PREGNANCY AND BEYOND we will focus on mothers-to be (pregnant) and motherhood. The concept is to specialize in gifts for mothers to be, new mums and motherhood. Usually all gifts are for baby, but we want to make the experience more about the mum and to congratulate her and also we felt that this tag line could be a little smarter and catchy.

SEGMENTATION: Psychographic: SEC A1, A2, B1.

Demographic: Age- women 18 years and above. TARGETING: For targeting we have created a brand persona, which is similar to our target audience. Mrs. Usha Sharma, a resident of Vashi is 27 yrs old & is expecting her first baby. She is in her 7th month of pregnancy and her husband Mr. Ketan Sharma wants only the best for his wife and baby. He was suggested about Mothers Pride maternity home by his colleague and his wife is now being treated there under Dr. Mathur who is a renowned gynaecologist in Navi Mumbai. Mrs Usha is in the pink of health and is looking forward to deliver her first baby soon! POSITIONING: Positioning on the basis of experience Not just better healthcare, but a better healthcare experience Positioning on the basis of trust The Trust which you have on us is more worthy than Money USP: Compact Van service facility required in case of Emergency. Team of well renowned gynaecologist Knowledge sharing session about the care to be taken before and after pregnancy once in a month BRAND ASSOCIATION: Brand association is a powerful aspect that should not be neglected. You can associate your brand with imagery (expressions, attitudes, qualities, meanings, people and etc) that can further enhance your brand. Try to associate your brand with positive imagery that can better remind your customers of who you are and what you are trying to achieve. Whenever they see something your brand associates, they will think back to your brand. Use imagery that can help consumers remember your brand whenever they see things that can point back to you. Associate your brand with something that can help consumers better

perceive your brand positively. Have your brand associate things that can further enhance your brand. Quality service with special care Better staff-patient relationship We want the quality imagery to be associated with our hospital which can assure them of special care and we also want that they should perceive our staff as extremely co-operative and friendly relationship. BRAND IDENTITY: Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain, these association represent what the brand stand for and imply a promise to customers from the organization member. Brand identity is the total proposition that a company makes to consumers - the promise it makes. It may consist of features and attributes, benefits, performance, quality, service support, and the values that the brand possesses. The brand can be viewed as a product, a personality, a set of values, and a position it occupies in people's minds. Brand identity is everything the company wants the brand to be seen as So we wanted our brand identity as:First choice for any to-be mother We want that every pregnant women should have a priority for our hospital.

BRAND PERSONALITY: Our Brand Personality is like a Mother. Trust, Caring, family oriented, Responsible, Problem solving abilities, Present in the times of need.

COMPETITORS STRATEGIES: MGM Hospital: Most of the branding activity are done through PR. All their activities are covered by newspaper for creating the awareness. Major activities that are covered by leading newspapers are Hi-tech Kidney Transplant Programme (News in DNA ,News in Dainik Jagran ) Performs the first kidney transplant in the city (News in News Band ,Sakal ,Punyanagari ,Nav Nagar ) Workshop on Snoring Treatment (News in Loksatta) Doctor Rid woman of football-sized tumor (News in Times of India)

DR.D.Y.PATIL HOSPITAL AND RESEARCH CENTRE: World breast feeding week celebration (From 1st to 7th August ) First National accreditation board for hospital and health certificate for blood bank.(IN DNA NEWSPAPER) First to implement e-MRD CARDS (e-patient record management system) care providers (NABH)

OUR STRATEGIES: Search Engine Marketing (SEM) Search Engine Optimization (SEO) Print Advertising Brochures Email Marketing Campaigns Newsletter Design Professionally Written Content Logo Design Promoting welfare of girl child Work shop for pregnant women.

Bibliography: www.ibef.org www.wikipedia.com