SOURCE

ATHARVA INSTITUTE OF
MANAGEMENT STUDIES
MMS – I DIV A
MARKETING
MANAGEMENT
MARKETING MANAGEMENT, MMS - I, DIV A 1
CREDITS
VINAL BHUVA (05)
TEJASVI SHIRODKAR (49)
ARCHIT SHAH (36)
PRATHIK SHETTY (47)
MANASI SOHANI (52)
VIDHI VARMA (57)

MARKETING MANAGEMENT, MMS - I, DIV A 2

IN 1978

…IN 1978, INDIA SIGNED THE ALMA

ATTA DECLARATION MANDATING
“HEALTH FOR ALL BY 2000”

MARKETING MANAGEMENT, MMS - I, DIV A 3

HEALTHCARE SECTOR
HEALTHCARE EMERGED AS ONE OF THE LARGEST SERVICE SECTORS IN INDIA

IN 2006, NATIONAL HEALTHCARE SPENDING EQUALED 5.2% OF GDP, OR ABOUT

US$ 34.9 BILLION

HEALTHCARE SPENDING IN INDIA IS EXPECTED TO RISE BY 12% PER ANNUM

THROUGH 2005-09 (IN VALUE TERMS)

EXPECTED TO SCALE UP TO ABOUT 5.5% OF GDP, OR US$ 60.9 BILLION, BY 2009

OTHER ESTIMATES SUGGEST THAT BY 2012, HEALTHCARE SPENDING COULD

CONTRIBUTE 8% OF GDP AND EMPLOY AROUND 9 MILLION PEOPLE

MARKETING MANAGEMENT, MMS - I, DIV A 4

 Indian Healthcare Industry
Projections

70 60
US$ bn
India's Health Indicators
% of GDP
60
Per Capita 50
No of Doctors 5,03,900
50
40
Hospitals 15,097
40

30
30
No of Beds 8,70,161
20 No of medical 162
20
colleges
10
10 No of Nurses 7,37,000
0 0
2005 2006 2007 2008 2009

MARKETING MANAGEMENT, MMS - 5

I, DIV A
KEY OPPORTUNITY IN THIS SECTOR

Pathology Services
Hospital Services Medical Tourism

Medical Devices Tele Medicine

Health Insurance

MARKETING MANAGEMENT, MMS - I, DIV A 6

MARKETING MANAGEMENT, MMS - 7
I, DIV A
 THE GAP MODEL
GAP 1 :- CONSUMERS EXPECTATION

GAP 2:- MANAGEMENT PERCEPTION ABOUT CUSTOMER EXPECTATION

GAP 3:- SERVICE DELIVERY

GAP 4:- ACTUAL PERFORMANCE NOT MATCHING UP TO THE PROMISES

GAP 5:- EXPECTED SERVICE AND PERCEIVED SERVICE

MARKETING MANAGEMENT, MMS - I, DIV A 8

THE GAP MODEL

MARKETING MANAGEMENT, MMS - I, DIV A 9

SEGMENTATION

MARKETING MANAGEMENT, MMS - I, DIV A 10

 INDIAN HOSPITAL SERVICE SECTOR
MARKETING MANAGEMENT, MMS - I, DIV A 11
targeting

MARKETING MANAGEMENT, MMS - I, DIV A 12

 KEY PLAYERS IN THE
MARKET

MARKETING MANAGEMENT, MMS - 13

I, DIV A
 POSITIONING

 FIRST EVER SERVICE COMPANY FOR HEALTH SERVICE

INDUSTRY

 CATERS TO HOSPITALS AND THEIR CONSUMERS AS

WELL

MARKETING MANAGEMENT, MMS - I, DIV A 14

 SERVICE
MARKETING

P PR
P R P P E
R P PL H V O
M E Y I CE
O O R AC O S D
D I E I E
SS
T P C N
U C L A C
C E E L E
T I
O
N MARKETING MANAGEMENT, MMS - 15
I, DIV A
 PRODUCT MIX

PRAKRUTI
HEALTHCARE
SERVICES

MARKETING MANAGEMENT, MMS - I, DIV A 16

VISION MISSION
TO SET A QUALITY PROVIDE
STANDARD SERVICE TO THE
HEALTH SERVICE HOSPITAL
SERVICES

MARKETING MANAGEMENT, MMS - I, DIV A 17

ROBOTIC SURGERY

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AWARENESS CAMPAIGNS

MARKETING MANAGEMENT, MMS - I, DIV A 19

MARKETING MANAGEMENT, MMS - I, DIV A 20
ASSOCIATION
WITH
 DOCTORS
WORLDWIDE.

 NGO’s

MARKETING MANAGEMENT, MMS - I, DIV A 21

 PROVIDING
ANESTHETIST

AMBULANCE

AIR
AMBULANCE

MARKETING MANAGEMENT, MMS - I, DIV A 22

 MEDICAL TOURISM.

 MEDICAL INSURANCE.

 EXPENSIVE FOREIGN VACCINES AND DRUGS.

MARKETING MANAGEMENT, MMS - I, DIV A 23

 MIX
TI ON
R O MO
P

MARKETING MANAGEMENT, MMS - 17

I, DIV A
 MAJOR
TIE – UP
WITH

MARKETING MANAGEMENT, MMS - I, DIV A 18

 26

MARKETING MANAGEMENT, MMS - I, DIV A 18

 27
MARKETING MANAGEMENT, MMS - I, DIV A 18
 PR
IC
E
M
IX
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PRICE MIX

MARKETING MANAGEMENT, MMS - I, DIV A 20

HINDUJA’S PRICE MIX

Types of rooms Rates

Suite 7250
Deluxe 5000
Special 3950
Median A 1750
Median B 1150
Median 1050
Daycare 1400

MARKETING MANAGEMENT, MMS - I, DIV A 21

RAHEJA’S PRICE MIX
Bed charges Deposit / Routine visit Emergency
admission
Suite 2700 27000 550 825
class     
First class    1600 27000 500 750

Second class 950 18000 300 450

Super 775 15000 225 338

economy
Economy 650 10000 150 225
class
General class 495 10000 150 225

I.C.U 2700 27000 500 750

MARKETING MANAGEMENT, MMS - I, DIV A 22

PLACE
• BRANCHES ALL OVER THAT INCLUDES
MAJOR CITIES AND METROS
PRAKRUTI
• NEAR TO HIGHWAYS SO SERVICES ARE
EASILY DELIVERED

MARKETING MANAGEMENT, MMS - I, DIV A 23

 PHYSICAL EVIDENCE

MARKETING MANAGEMENT, MMS - I, DIV A 24

PHYSICAL EVIDENCE

ambulance facilities

SILENT ZONE

MARKETING MANAGEMENT, MMS - I, DIV A 25

 PEOPLE

MARKETING MANAGEMENT, MMS - I, DIV A 26

PROCESS

PEOPLE
PHYSICAL
EVIDENCE

PRODUCT

SERVICE

MARKETING MANAGEMENT, MMS - I, DIV A 27

SWOT ANALYSIS

STRENGTH
S: WEAKNESS
ONLY ONE OF :
ITS KIND BUILDING
SERVICE TO TRUST
SERVICES

OPPURTUNITI
ES: THREATS:
NEW HOSPITALS
TECHNOLOGIES FULLY
WITH FUTURE EQUIPED
EXPANSIONS

MARKETING MANAGEMENT, MMS - I, DIV A 28

 FUTURE EXPANSION
HOSPITAL INFORMATION SYSTEM
TELEMEDICINE
CHIP SHOT TECHNOLOGY
ENVIRONMENTAL INCLINATION
ESTABLISH TRAINING & EDUCATION
CENTERS FOR HEALTHCARE
PERSONNEL

MARKETING MANAGEMENT, MMS - I, DIV A 29

CONCLUSION

MARKETING MANAGEMENT, MMS - I, DIV A 39

 THANK
YOU
MARKETING MANAGEMENT, MMS - I, DIV A 40