Recommendation

Based on our primary and secondary studies, we have derived the following
recommendations for Fortis India
Marketing
1. Online Marketing
The stakeholders (patients, doctors and paramedical stuff) can be
propagated through social media in an aggressive and co-ordinated
manner.
Centralised Social Media Campaign : The units can be streamlined by
Fortis corporate by directing individual units to maintain and promote
social media pages.1
Centralise Fortis App- Fortis came up with an app based booking system in
2012.2 But the booking system is decentralized. At present, Different
hospitals have different Apps3. We recommend a centralized mobile app
with doctor on call, patient specific requirements like emergency, surgery
and navigation functions. We recommend to integrate the system with
Google Maps for such features.

2. Promotional Events
Fortis is already engaged in sales promotion through several channels
(mentioned in Marketing Strategy).4 We recommend to explore other
channels and promote their specialisation in sports medicine and
orthopaedic facilities across the country. 5,5
Sponsorship of major sports league or teams like IPL (184M viewership in
IPL146), ISL (170 M Viewership in ISL147) etc. as health partners.
Successful and fast recovery of players from such injuries will help it
1https://www.facebook.com/advertising?
campaign_id=193600532637&placement=broad&creative=44135610392&keyw
ord=facebook+promotions&extra_1=369f3a1c-9c8b-3ea8-83db-00006fd506df
2 http://www.fortis.edu/content.aspx?topic=FORTIS_Online_Launches_Mobile_App
3 http://m.mobogenie.com/download-fortis-ludhiana-2134454.html
4 Interview with Mr. Narayan Murthy, Senior Marketing Manager, Fortis Hospital
5 Fortis Healthcare website
6 http://articles.economictimes.indiatimes.com/2014-0531/news/50229331_1_spot-fixing-ipl-7-multi-screen-media
7 http://www.firstpost.com/sports/opening-week-170-million-indian-tv-viewerstuned-isl-1771385.html

establish itself as a premium brand in this segment. With increasing

investments of numerous sports events in India 8,9 the requirement for
Sports medicine is estimated to grow rapidly. 10 it will help to promote its
standardized treatments on ligament tear or arthritis etc.

Collaboration/Tie-ups
1. Tie up with luxury old age homes
Old age homes for senior citizens are growing in numbers. 11 Fortis can
tie up with such organizations and provide total care solution its
residents viz. Aamoksh and Antara. This will generate an additional
stream of revenue and premium brand building.
2. Capitalise on Medical Tourism
Fortis is generates around 5% of its revenues generated from medical
tourism, which is negligible.5.6 We recommend Fortis to have tie ups
with Global insurance players having presence in Middle East, US, UK
and Africa which supply the maximum number of foreign patients. As
most of these foreign nationals are medically insured, 5 so tie ups with
insurance companies will enhance their reach to the customers.
3. Collaboration with Banking institutions
We recommend collaboration with banking institutions to facilitate easy
credit schemes for patients for cost intensive treatments. 12This will help
them to capitalise on the walk in patients5 and help the patients with
emergency fund requirements.

Expansion Strategy
1. Primary Health Care

8 http://businesstoday.intoday.in/story/manjit-singh-msm-india-sports-broadcastinvestment/1/196063.html
9 http://www.ficci.com/publication-page.asp?spid=20163
10
http://www.kpmg.com/IN/en/IssuesAndInsights/ArticlesPublications/Documents/B
usiness-of-Sports.pdf
11http://www.india.com/lifestyle/luxury-indian-senior-living-community-aims-todraw-nris-back-home-168225/
12 http://www.myahealthcredit.com/whats-covered/whats-covered.aspx

Fortis has a limited presence in primary health care in India. 5.6 Its
biggest competitor Apollo has over 90 primary health centres or clinics
across India in name of Apollo Health & Lifestyle, 13 which has
expanded Apollo to tier 1 or tier 2 cities. 14
Patients from these clinics directly get referred to city hospitals in
complications. We believe that Fortis should foray into primary health
care through brown field projects (acquisition), as they have grown in
past.
Emerging clinic chains like Nationwide which are expected to grow to
more than 200 clinics by 2015 15and Express Clinics, having over 500
clinics across India in pipeline. 16We recommend Fortis to acquire and
operate them with basic facilities, which will benefit them in terms of
reach and visibility.
To avoid brand dilution, these clinics can be renamed as Fortis Primary
to distinguish them from Fortis Hospital/Healthcare brand.

2. Specialty Centres
Fortis commands expertise in domains like Women Care, Sports
medicine, Cardiology etc. 5, 6. They have multi-specialty or super
specialty hospitals (all treatments under roof system) which adds to
their operational efficiency.
However, we recommend Fortis to open specialty centres due to the
growing demand of treatments in cardiac arrest, eye surgeries, cancer
treatment etc. 17 and emulate Narayan Hrudalaya, Arvind Eye
Hospitals/Shankar Netralaya etc. by leveraging on their specialisation
in oncology, cardiac care etc.
Child birth and women care is also emerging as a growing field. 18 Fortis
has already ventured into a total care solution for mothers in tie up
with Mamma Mia19. We recommend Fortis to expand such centres
across India.
13 http://apolloclinic.com/#
14 Interview with Mr Ravidra Pai, Vice President, Operations & Marketing, Apollo
Hospital, Bannerghatta
15 http://www.thehindubusinessline.com/industry-and-economy/nationwide-toopen-227-primary-care-clinics/article5089292.ece
16 http://www.expressclinics.in/
17 http://www.healthcarefinancenews.com/blog/specialty-hospitals-upswing
18 http://timesofindia.indiatimes.com/india/Birthing-boutiques-attract-bigbucks/articleshow/21565001.cms

19 mammamia.fortishealthcare.com