HEALTH CARE (HOSPITAL)

INDUSTRY
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PRISTINE HOSPITALS
COURSE TITLE: SERVICES MARKETING

Presented By:
HAVINAL.M.N
VARUN GOWDA.N
PRADEEP .D
RAVICHANDRA.M
MANJUNATH.G
SANJU.C.DUTT
 CONTENTS
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Introduction
Factors attracting corporates to health sector
Service marketing triangle
Classification of hospitals
Unique characteristics
7 P’s
Segmentation
Pristine Hospitals
Future of Industry
Suggestion & Conclusion
Bibliography
 INTRODUCTION
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Healthcare industry is a wide and intensive form of

services which are related to well being of human
beings.
Health care is the social sector and it is provided at
State level with the help of Central Government.
 Health care industry covers hospitals, health
insurances, medical software, health equipments and
pharmacy in it.
 FACTORS ATTRACTING CORPORATES TO
HEALTH SECTOR
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Recognition as an
industry
Socio-Economic Changes
Brand Development
Extension to Related
Business
Opening of the
Insurance Sector
 SERVICE TRIANGLE
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COMPANY

PROVIDER CUSTOMER
CLASSIFICATION OF HOSPITALS
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 UNIQUE CHARACTERISTICS
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Intangibility Variability
 Association  Training to doctors
 Physical representation  Training to external
customers
 Documentation
Inseparability

Perishability
 Training of internal
employees
 Peak time Essential  Innovational services
Services  Video Conferencing
 7 P’s
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Product
Place
Promotion
Price
People
Process
Physical evidence
 PRODUCT
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Both intangible and Quality Level

tangible, seeking to Accessories
satisfy the new wants Packaging (Bundling)
and demands of the like offering full health
consumer. checkup.
Service products of
Product line
the hospitals normally
Brand name
have the following
features.
 PLACE
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Under hospital
marketing, distribution
of Medicare services
plays a crucial role.

Location of the hospital,

Instrumentality etc.
Ex. Sai baba hospital in
Whitefield, Bangaluru.
 PROMOTION
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Word-of-mouth plays an Hoardings and wall

very important role in writings near the
promotion of hospitals. markets and recreation
Either advertisement or centers.
CSR activities to create
PR or sometimes both.
Print media like awareness among the
Newspapers, Magazines people.
Ex. Aids awareness
Journals and
Periodicals. camp, Blood donation
camps etc.
 PRICE
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Absolute total charge

increase  
Corridors for
individual item codes
Competitive price
limits
Reasonable return on
investment (ROI)
 PEOPLE
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Internal customers of
the hospitals which
includes doctors,
nurses, supporting
staff etc.
Patients
 PROCESS
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Different tasks that are
performed by the
hospital.
Communication within
the setup.
Experts and specialists of
different disciplines
Quick and healthy Result

service under all

situations from the staff.
 PHYSICAL EVIDENCE
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Physical evidence can be

in the form of smart
buildings, logos, mascots
etc.
Proper diagnosis and
cure of the problem.
Diagnostic equipments
used in the hospitals.
 SEGMENTATION
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Need for segmentation:
 In a nutshell, hospital
organizations need to
undertake segmentation in
order to simplify their task
of creating and stimulating
demand.
 In this way they can identify
the potential customers,
transform them into actual
customers and further into
habitual customers.
 SEGMENTATION Cont………
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Non-users: They lack the willingness, desire and

ability (income & leisure time).
Potential Users: They have the willingness but the
marketing resources have not been used optimally to
influence their impulse.
Actual Users: They are already using the services
generated by the hospital
Occasional Users: They have not formed the
habit of visiting hospitals
Habitual Users: They have formed a habit and
avail of the services regularly.
 MARKETING IN HOSPITALS
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Marketing in Hospitals
Marketing is unethical”
was the frequent refrain
in the eighties, when
very few hospitals
realized that it was
necessary to incorporate
marketing as an integral
function in the hospital
operations.
 MARKETING ACTIVITIES
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Many hospitals have eminent personalities from the

industry in their Board of trustees.
Private hospitals can attract their shareholders by
offering discounts.
Hospitals have long-term understanding with PPO’s
(Preferred Provider Organization), which further
have understanding with corporates.
Some hospitals by means of their past track record
have created a niche market for themselves.
Hospitals can also promote medical colleges
 PRISTINE HOSPITAL
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Started in July 2005

Multispecialty facilities
To target only high end
patients
With international
standards
With well-known visiting
doctors
Specially to serve
corporates in Bangalore.
 PRISTINE HOSPITAL
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Pristine claims to maintain the best of medical

standards with a record of over 200,000 treated
patients,
 3,15,000 preventive health checks done,
 98.5 percent success rate in 600 neuro surgeries,
etc.
Helping the company maintain a balance between
the corporate culture and rigorous medical
excellence is recognition of IT as intrinsic to every
process, whether it is day-to-day running of
hospitals, education or telemedicine.
 FUTURE OF INDUSTRY
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World-wide it is slated to be a $ 6 trillion market in

2007.
Growth Rate of  8 - 10 % per annum in India.
Increasing salary and living standards of people.
Corporate hospitals growth is rapid.
India presently attracting patients from all over the
world.
Cheaper price and higher success percentage,
specially in Heart related as well as kidney
transplantation.
 SUGGESTIONS
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US research shows that 80% of the revenues form a

patient comes in the first 72 hours post- admission.
large percent of revenues come from specialized
services like operations and surgeries.
Revenues from medicines if they are supplying them
in-house.
Family Health Plan Services (FHP).
Effective Stress Management Program.
Food services and laundry etc will become
"purchased" services.
 SUGGESTIONS
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Starting research institute along with educational

institutes.
Trapping the unoccupied market.
Deviating towards Ayurveda treatments like
massaging.
Entering into beauty treatments, body slimming and
weight management etc.
 CONCLUSION
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Since we say Health is wealth in all circumstances.

Hospitals and doctors are the predominant

contributors towards taking care of health.

The service given by these institutes will be the

highest value in the mind of the people.
 BIBLIOGRAPHY
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Services Marketing (6th Edition) (Prentice-Hall

Series in Marketing) by Christopher Lovelock and
Jochen Wirtz (Hardcover - Oct 7, 2006)

Services Marketing: Concepts, Strategies, & Cases by

K. Douglas Hoffman and John E.G.
Bateson (Hardcover - Dec 16, 2005)

http://www.apollohospitals.com/
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