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Marketing Objectives

y y y

Establishing relationships with doctors, allied health professionals, and ambulatory companies within the target market. Implementing a local campaign with the Companys targeted market via the use of local newspaper advertisements and word of mouth advertising. Developing an online presence by developing a website and placing the Companys name and contact information with online directories.

Marketing Strategies
Management intends on using a number of strategies to increase the visibility of the Hospital and the services it provides. As the business is a 24 hour facility, the Company intends to market the fact that in the event of an emergency, the Hospital can provide appropriate medical treatment. At the onset of operations, the Company will distribute advertisements within local newspaper circulars to inform the public of the Hospitals opening. The business will also develop referral relationships among locally based physicians and allied health professionals so that patients will be referred to the hospital in the event of an emergency. The Company will also have listings in local directories and the Yellow Books to ensure that patients can quickly find the contact information for the hospital and its location.

SWOT ANALYSIS
Strengths
y y y y y y Location is at developing part of Mysore and close to residential areas and adjoined to many important routes of the city. Our relationships with suppliers are strong enough that offer credit arrangements, flexibility and response to special product requirements. Employee competency and professionalism, which are the assets of our company. Our commitment is quality to customers. We not only satisfy the customers but also build relationship with them in order to get their loyalty and better future of the company. Our unique strength is giving all medication services under one roof.

Weaknesses
y y Cash flow continues to be unpredictable. People living in rural areas difficult to target.

Opportunities
y y Ever growing market. By providing ambulance services to rural areas, we can capture that market also.

We can expand business by targeting new areas.

Threats
y y y Change in market scenario with the coming up of other Multi Specialty hospitals. Pricing would be a big decisive factor behind success. High import duties on machines can increase the cost and make direct effect on our services charging from people.

MARKETING MIX
The service marketing mix is also known as an extended marketing mix and is an integral part of a service blueprint design. The service marketing mix consists of 7 Ps as compared to the 4 Ps of a product marketing mix. Simply said, the service marketing mix assumes the service as a product itself. However it adds 3 more Ps which are required for optimum service delivery.

The product marketing mix consists of the 4 Ps which are Product, Pricing, Promotions and Placement. The extended service marketing mix places 3 further Ps which include People, Process and Physical evidence. All of these factors are necessary for optimum service delivery. Let us discuss the same in further detail.

Product
The service product is an offering of commercial intent having features of both intangible and tangible, seeking to satisfy the wants and demands of the consumer. Hospital industry is action oriented and there is a lot of interaction with the customers (patients). The service product of our hospitals normally has the following features: Quality Level: When we talk about marketing hospitals, it is natural that we are very particular about managing our services in the right fashion. Supportive services play an important role in

improving the quality of Medicare. These services which include laboratory, blood-banks, catering, radiology and laundry, in a true sense determine the quality of services made available by medical and Para-medical personnel. They get a strong base for treatment since the diagnostic aspect determines direction. It is natural that equipments are properly sterilized. In addition, the dresses and clothes are also required to be made bacteria free. The patients are required to wear disinfected linen which should be made available. The radiology department should have hi-tech facilities keeping in view the pressure of work. Of late, we find sophisticated equipments and unless hospitals make the same services available the same, the quality of services cannot be improved. Accessories: This is a very good way of segmenting customers. We provide additional services such as catering, laundry, yoga sessions, cafeterias, etc. for the customers (patients). We have different wards -General and Special. As ours is multispecialty hospital we provide services for the family members of the patients (when they are not from the same city) accommodation and catering. Packaging: It is the bundling of many services into the core service. We offer a full health check-up to the patients. For example if a person has to undergo a bypass surgery, he can pay a lump sum amount during admission, say rupees 1 lakh for all procedures, tests, stay, etc, at once. Product line: We through varies services offer many choices to the patients and cover a wide range of customer needs. For example we have dental department, cardiology department, etc. and within the dental department it has dental surgery, root canal, etc. The specialties include Heart, Orthopedics, Spine, Cancer Care, Gastroenterology, Neurosciences, Nephrology & Urology Critical Care.

Price
We price at premium and we can afford to do that because we emphasize more on Quality of service. We ensure the customer equivalent value for price. We also provide incentives for economically weak people under various schemes. We have positioned such a way that we value more on assurance and reliability of service we render.

Place
Because of intangibility of services they cannot be stored, transported and inventoried. Also because of inseparability, they must be created and sold at the same time. These 2 characteristics make the channel very short and direct under hospital marketing, distribution of Medicare services plays a crucial role. This focuses on the instrumentality of almost all who are found involved in making services available to the ultimate users. In case of hospitals, the location of hospital plays a very important role. The kind of services a hospital is rendering is also very important for determining the location of the hospital. A particular doctor might be famous for his case handling records but he may not be made available for all the patients because of the place factor. Now in this case the service provided, that is the doctor may be a visiting doctor for different hospitals at different locations to beat the place factors.

It can be unambiguously accepted that the ambience of the surrounding environment of the hospital should be calm and quite to improve the health measure of the patients mean while it also should be accessible immediately during emergency. Keeping all the factors in mind we have decided to locate our hospital in.of Mysore.

Promotion:
There are clear differences in information usage between goods and services. First, the difference is that the consumers of services are less likely to purchase without information, than those of goods. Second, the consumer of services will prefer personal sources to impersonal sources of information. And third, the basic characteristics of services have implications for communication strategies. The above three differences influence the decisions regarding the Communications objective. Planning the promotion mix calls for the right advertising strategies, consumer promotions, efficient selling methodologies and good public relations for the right kind of publicity. For advertisement we use all possible sorts of media. Initially we use penetration strategy by marketing through radio, T.V. ads and News paper. We also promote through community initiatives like mass campaign for free health checkup for various health problems.

People
It is the employees of an organization which represent the organization to its customers. In a service organization, employees are essentially the contact personnel with customer. Therefore, an employee plays an important role in the marketing operations of a service organization. To realize its potential in services marketing, a firm must realize its potential in internal marketing - the attraction, development, motivation and retention of qualified employeecustomers through need meeting job-products. In our hospital we employ more than ________Doctors, nurses, paramedics, clinical staffs and management professional to manage over _____beds. Along with this we also offer several courses along with research to facilitate innovation.

Process
We believe that our hospital will be major player in scripting the medical landscape of the nation. We strive to carry quality health care to across length and breadth of India. We will get ISO Accreditation to build and promote the brand.

Physical Evidence
As we are starting the Hospital for the first time, we have no physical evidence to show. But we assure that _______( Hospital name ) will be known for its Quality of Health care services, at much affordable prices.

We will provide service for all most all type of ailments & diseases, assuring the health recovery with Quality care from the staff.

STP(Segmentation, Targeting, Positioning)


Segmentation Since the hospital is in Mysore, where people of all age and income groups are found, we need to segment the potential customers for the same. The segment would be the people who require high quality health facilities and are also cost sensitive. The old people and the people who seek regular medical treatments would be our prime customers. Targeting: The Target customers would be the following:Private customers The private customers who come under all income groups would be our prime targets, however as a part of CSR (corporate social responsibility), we would be paying attention to indigent patients too. We will be targeting customers by various product lines/services for e.g. various packages for family such as senior citizen package, Package for women who can get complete check up. Corporates: The Corporates provide health insurances and free medical checkups to their employees and the employees do not refrain themselves from utilizing the facility given to them .So they seek high class medical facilities and due to this they can be our potential customers. Since Mysore, is a upcoming business centric place, we would be offering special packages to business community. Foreigners: Since many of the countries find Indian hospitals quite attractive due to the cost effectiveness and quality of treatment they provide, they are also our target customers. Also we find many foreign nationals settled here in Mysore, they will also form part a of our core customer group.

Positioning: Our Multi specialty hospital is going to be positioned as a hospital providing


World Class Quality Health Care Services to all sections of the society with 24X7 services and which is equipped with highly sophisticated medical technology and highly qualified doctors which can be availed at competitive prices.

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