Rapid Expansion…. and the sector is expanding rapidly. translates to $34 per capita. in terms of revenue and employment. • Healthcare is one of India’s largest sectors. or roughly 6% of GDP. • This year. India’s healthcare sector is projected to grow to nearly $40 billion. • One driver of growth in the healthcare sector is India’s booming population 2 . • The sector is more than $34 billion. • The private sector accounts for more than 80% of total healthcare spending in India.

Orthopedics. Plastic surgery and so on. Neurology.PRODUCT  Emergency and/or Casualty Services: state- of-the-art ambulances.  Diagnostic Services: offer a wide range of facilities for instance.  Ambulance Services: linked by state-of-the-art telecommunications and fully equipped with doctors. the CCUs on Wheels.  Pharmacy Services: facility available for 24 hours for in and out patients and also general 02/26/17 SLIMS 3 . Oncology. hi- tech telecommunication for such situations.

middle and upper classes  the treatment or surgical procedure planned. The amount depends and extends on :  the category of room -  General ward .PRICING  Pricing strategy not depends on competitor’s pricing as for the purpose of serving the society and not profit maximization. It includes:  Initial deposit.lower classes  Deluxe suite . 02/26/17 SLIMS 4 .

  Active participation of the employees in the activities of the hospital. • It is necessary that the staff in hospital are trained to offer quality patient care with human touch using state of the art technology.PEOPLE • The behavior and attitude of the personnel offering service will influence the customer's overall perception of the service. • Ways to motivate the employees: Concessions to the employee's near ones. .  Regular liaison with them at all times and knowing what the employees want .

Feedback . The Intensive Consumption Phase Diagnosis Treatment Information about further actions 3. The Detachment Phase Discharge of the Patient Payment 4. the process is divided into four phases: 1.PROCESS In a hospital.The Joining Phase Arrival of the patient Registration 2.

PHYSICAL EVIDENCE • Good ambience • Appearance and behavior of staff • Hygiene and Cleanliness • Well organized .

used or received.  Availability refers to the extent to which a service is obtainable or capable of being purchased. used and received. • Factors influencing the placing decision: market size and structure by geographical regions. good road access facilities and public transportation . local infrastructure. • Involves two factors: Accessibility refers to the ease and convenience with which a service can be purchased. location of potentially attractive consumer segments. number and types of competitors in the region.PLACE • Contact point between the customer and the hospital or health clinic.

other print and electronic media. text messages. introduction of different health services like the acupressure clinic. through awareness programmes.  • Camps in rural areas to give medical check ups  at a reasonable price. • To crease the clientele. rely a lot on favorable word of mouth. etc.etc. .  • Advertise in health and fitness magazines. master health programmes and diabetes health checkups apart from annual health checkups.PROMOTION • Do not normally undertake aggressive promotion. old age homes.  • Sponsor frequent visits to the spastic society.


CLASSIFICATION • Level of Involvement • Service tangibility • Skill and experience • Business orientation • End user .

 2) Inconsistency: Quality of service offered differs from one extreme to another. The implication is that the service has to be produced and consumed instantly.e.   . i. because human beings can never mechanize or replicate themselves  3) Inseparability: Service transaction becomes unique because it mandates.  ) Perishability: Services are intangible. they cannot be packed & neither can be stored nor can they be inventoried. CHARACTERISTICS OF HOSPITAL INDUSTRY  1) Intangibility: Health care services being highly intangible. the physical presence of the provider and the consumer. during transaction. to beat this intangibility the irony of modern marketing takes place such as use of more tangible features to make things real and believable. there is no scope of storage. This is because of total dependence on human interactivity or playing human nature.

Printers. Photo Scanners. etc   .Level of Service • CORE PRODUCT • Treatment of human ills   • EXPECTED PRODUCT • Infrastructure to support reasonable number of beds • Operation theatres • Equipments – like Cardio-respiratory supportive equipment • AUGMENTED PRODUCT • Ambience: • Central Air-conditioning • Automation equipments (X-Ray Scanners.


Explicit Service Promises Implicit Service Promises Word of mouth Past experience Ideal service Desired service Zone of Predicted service tolerance Adequate service .