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Snapshot
Market MarketSnapshot&Potential Growth MarketingRegulations g g NeedforHospitaldevelopment AdvertisingStrategy Advertising Strategy Marketingapproachof5keyHospitals FutureOutlook F t O tl k
Public and private hospitals will contribute more than 70% of healthcare sector revenues by 2012 y Hospital market in India is expected to reach USD 54.7 bn by 2012 with private sector contributing USD 45 bn Increasing number of hospitals in Tier-II & Tier II Tier-III cities is the major driver for private sector growth Market is fragmented with large number of p ,p y p independent, privately run hospitals Demand for healthcare far exceeds supply due to dismal performance by the government A huge shortage of beds is a major driver for investment in a growing industry India needs an investment of USD 14.4 bn by 2025 to increase the bed density to 20 p per 10,000 , Specialty hospitals in particular are expected to grow faster than overall industry due to rise in heart diseases and cancer
Toptier Top tier Major corporate hospital chains and specialty hospital >100 beds
Apollo Hospital
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Marketing Strategy
Fortis was the first hospital to organize an exhibition in the National Capital Region, wherein the general public experts. could visit all departments of the hospital and get answers from experts Secondly, Fortis launched a dialysis technician programme for women from the weaker section of society in which they were given free training by the hospital and they will be assimilated in the hospital itself. Apart from organsing continuing Medical Education courses (CMEs) almost every week, camps, theres a special OPD where consultants charge Rs 100 only. Theres also a system of taking feedback from patients and visitors about their service. The website of hospital and group of doctors provide medical advice to the patients through: Email: The patients are asked to email their query on hospital email ID contactus.mohali@fortishealthcare.com. They are issued reference no., which is forwarded to the medical specialty concerned through their emergency Emergency contact numbers : Patients who need immediate assistance, sexually transmitted disease and other confidential issues can avail this facility. The patients who stay far away from the city are also given online assistance.
Jaslok Hospital
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Marketing Strategy
The marketing strategy of Jaslok Hospital involves:
Tying T i up with corporates, some of th ith t f them b i Oil and N t l G C being d Natural Gas Commission (ONGC) M b i i i (ONGC), Mumbai Port Trust (MBT), Bhabha Atomic Research Centre (BARC) and Air India. They have tied up with various travel agent (details available on their website) to facilitate medical tourism. One of the most effective marketing tool is a web site (www.jaslokhospital.net), which is constantly g ( j p ), y updated by their technical staff. Other marketing strategies involve: The hospital conducts free health check-ups like diabetes and cardiac check-ups for the general public They invite foreign faculty and hold joint symposiums with the foreign delegates to share their skills, knowledge and experience. This help in brand building. The hospital has a tie up with Stanford University Medical Centre, US and they hold video conferencing every month with the doctors of the centre, who interact with the faculty of the hospital.
Hinduja Hospital
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Marketing Strategy
The marketing strategy of Hinduja Hospital involves: They have strong d t b database of th i patients and visitors which th use effectively f Th h t f their ti t d i it hi h they ff ti l for marketing. They have system of taking feedback from their patients for continuous improvement of quality of the service. They have tie up with corporates for medical check up of their employees which act as a tie-up check-up medium of cross selling. They conduct Medical conference invite foreign medical experts and faculties of different hospitals in India and joint symposiums to share their skills, knowledge and experience which help in brand building. On the CSR frontier they have 20% beds reserved for the weaker sections of the society which is funded by the NGO.
Hiranandani Hospital
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Marketing Strategy
The marketing strategy of Jaslok Hospital involves: They aggressively market through their web site (www.hiranandanihospital.org). The AV clip of y gg y g ( p g) p every facility and critical surgery report is available. They come up with weekly newsletter which talks about specialty services, treatments, child care, customer focus, etc. They publish articles of their doctors which states how to diagnosis different disease, control infection and disease, case reports, energy and resources conservation. The print copies of these articles kept in the hospital serves for cross sell their services. The soft copy of these articles is also available on the website. This helps in creating their brand. As part of CSR activity, they arrange for free eye check up camps close to the slum dwelling. On the World heart day they offer free heart check-up/ cholesterol check-up, conduct angioplasty at concessional rate. On World Aids day create awareness of this life killing disease by educating the weaker section of the society. They have appointed Medical representative who offer commission to the doctor for referral to their patients.
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