SUBMITTED BY

SRIJON MOITRA
AVIK DUTTA
WAIBHAV AGRAWAL
RAHUL BASAK
 Serial no. Contents Page no.
INTRODUCTION TO THE
COMPANY

1 02-03

MARKETING MIX OF SERVICES

2 04
PRODUCTS
3 04

PRICE
4 05

PLACE
5 05
PROMOTION
6 05-06

PEOPLE
7 06

PROCESS
8 06

PHYSICAL EVIDENCE
9 06-08
SERVICE BLUEPRINT OF APOLLO
HOSPITAL
10 09
SERVICES PREFERRED
11 09-10

THE FLOWER OF SERVICE

12 10
CONCLUSION
13 11

RECOMMENDATION
14 12

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INTRODUCTION

Apollo Hospitals Enterprise Limited is an Indian hospital chain based in Chennai, India. It was founded
by Dr Prathap C. Reddy in 1983 as the first corporate health care in India. Several of the group's
hospitals have been among the first in India to receive international healthcare accreditation by
America-based Joint Commission International (JCI). As well as 13 NABH National Accreditation Board
for Hospitals & Healthcare Providers hospitals.

The group has developed services in telemedicine, after starting a pilot project in 2000 in Prathap
Reddy's home village.

The organisation signed a ‘memorandum of understanding’ with Health Education England in April
2016 to provide a large number of doctors to fill vacancies in the English National Health Service.

Apollo has emerged as Asia's foremost integrated healthcare services provider and has a robust
presence across the healthcare ecosystem, including Hospitals, Pharmacies, Primary Care & Diagnostic
Clinics. The Group also has Telemedicine units across 10 countries, Health Insurance Services, Global
Projects Consultancy, Medical Colleges, Medvarsity for E-Learning, Colleges of Nursing and Hospital
Management and a Research Foundation. In addition, 'ASK Apollo' - an online consultation portal and
Apollo Home Health provide the care continuum.

COMPANY STATISTICS

 Industry- Healthcare
 Founded- 1983
 Headquarters- Chennai, Tamil Nadu, India
 Areas served- South Asia, Middle East
 Products- Hospitals, Pharmacy, Diagnostic Centre
 Revenue- ₹6,058 crore (US$840 million) (2016)
 Net income- ₹331 crores (US$46 million) (2016)
 Number of employees- 43,557 (2016)

VISION AND MISSION

Company Vision

Apollo's vision for the next phase of development is to 'Touch a Billion Lives'.

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Mission Statement

"Our mission is to bring healthcare of International standards within the reach of every individual. We
are committed to the achievement and maintenance of excellence in education, research and
healthcare for the benefit of humanity"

FINANCIAL PERFORMANCE

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MARKETING MIX OF SERVICES

PRODUCTS

HOSPITALS with Specialties in Areas like:

 Heart
 Orthopaedics
 Spine
 Neurology and Neurosurgery Gastroenterology Cancer
 Urology
 Nephrology Transplants etc.

Pharmacy retail outlets Diagnostic clinics

 Medical education (Medvarsity for E-Learning, Colleges of Nursing and Hospital Management
etc.)
 Research Foundation
 Medical Business Process Outsourcing Health Insurance Services
 Global Projects Consultancy Medical business outsourcing Telemedicine Foundation etc.

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PRICE

Apollo hospitals are priced in the first-class segment. It ensures quality and trust through its brand
connect, for which consumers are willing to pay the premium. Having involved elite technology in its
processes, high price points are justified. Competitors of Apollo Hospitals like Fortis Healthcare are
priced in the same segment. The pricing strategy is of a premium product as it is almost the market
leader in close toe with its competitors.

THE HOSPITAL IS PRICED PREMIUM

PLACE

The Area Apollo mainly Serves are in South Asia and Middle East • Apollo has about 64 hospitals in
India and Abroad.

HOSPITALS OUTSIDE INDIA DHAKA MUSCAT does not exist anymore Nigeria, Ghana, Kuwait, Oman,
Qatar, Republic of Mauritius, Colombo

HOSPITALS IN INDIA

Ahmedabad Bengaluru Chennai Delhi Hyderabad Kolkata Mumbai Aragonda Bacheli Bhubaneshwar
Bilaspur Guwahati Indore Kakinada Karur Lavasa Madurai Mysore Nashik Nellore Pune Ranipet
Tiruvannamalai Trichy Visakhapatnam etc.

PROMOTION

Apollo MEDICAL TOURISM Apollo Health City - Hyderabad- the 1st hospital in the country to be
recognized as the "Best Medical Tourism Facility for 2009-2010" by Govt. of India. By CSR Initiatives
like: TOTAL HEALTH SACHI BILLION HEARTS BEATING FOUNDATION SAHI CURE FOUNDATION DISHA
etc.

CSR activities:
TOTAL HEALTH: A not for profit organization set up Under Rural Development, to focus on providing
total holistic care for the entire community. SACHI: Saving A Child's Heart Initiative (SACHi) one of
Asia's largest voluntary organizations, dedicated to paediatric cardiac care and child heart surgery for
the underprivileged. www.sachi.life .

BILLION HEARTS BEATING FOUNDATION: It is a non-profit organization which works with the mandate
of increasing awareness about heart disease and prevention of heart disease and its contributing risk
factors in India.

Apollo SAHI: Society to Aid the Hearing Impaired (SAM) seeks to identify hearing impaired children,
mainly in rural areas, with little or no access to modern medical treatment and help them hear for the
first time. www.sahiearcare.org

CURE FOUNDATION: The CURE foundation is an effort to bring cancer care to those who cannot afford
it. CURE extends preventive as well as rehabilitative cancer treatment to the economically backward.
It also aims to spread awareness about cancer, its causes, symptoms and treatment options.

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DISHA: Distance health care advancement project is concerned with taking healthcare to the most
remote corners of the country making quality healthcare accessible and affordable for all. This is an
initiative partnered by: Apollo Hospitals Philips ISRO (Indian Space Research Organization) Dhan
Foundation.

DISHA is a novel telemedicine initiative to provide long distance healthcare to the underserved
populations.

PEOPLE

Apollo Currently has more than 70,000 doctors, nurses, paramedics, clinical staff and management
professionals to manage over 8500 beds across 64 hospitals in India and abroad.

Along with this Apollo Hospitals has several courses along with research facilities to facilitate
innovation.

Recruitment in Apollo hospital take place in the following ways:

Advertisements Walk-ins On the Campus Recruitment

Employment Exchange Casually Called Recommendation of managers or Executives

PROCESS

Apollo provides quality health care. This operation in itself involves very established procedure and
documentation.

It is the way of undertaking transactions, supplying information and providing services in a way that is
acceptable to the consumers and effective to the organizations.

Since service is inseparable, it is the process through which consumers get into interaction with the
service provider.

Process is generally formed based on the different tasks that are performed by the hospital.

The process factor is mainly dependent on the size of the hospital and kind of service it is offering and
since Apollo being a large hospital it has large number of process procedures to workout.

Apollo hospitals are NABH, NABL accredited and also has ISO 9002 award.

Several of the group's hospitals have been among the first in India to receive international healthcare
accreditation by America-based Joint Commission International (JCI)

PHYSICAL EVIDENCE

Main Physical Evidence can be

■ Health Check-up Packages ■ Membership cards ■ Test reports ■ prescriptions ■ Hospital

infrastructure ■ Beds and equipment etc.

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PHYSICAL EVIDENCE The environment in which the service is delivered and where the firm and the
customer interact, and any tangible commodities that facilitate performance or communication of the
service.

SERVICESCAPE The actual physical Environment where the service is performed, delivered, and
consumed. Where the firm and customer interact. Consider impact on customer response, particularly
perceptions, evaluation, assessment. Situations, where customer experiences are important.

Example: patient examination room in a doctor's office.

ELEMENTS OF PHYSICAL EVIDENCE

Servicescape

 Facility exterior Design

Signage Parking Landscape Surrounding environment

 Facility Interior Design Equipment

Signage Layout Air quality/temperature

 Other Tangibles
 Business cards
 Stationery
 Billing Statements
 Reports
 Employee Dress Uniforms
 Brochures
 Web pages
 Virtual servicescape

Elements of Physical Evidence at Apollo hospital:

Servicescape

❑Building Exterior ❑Parking ❑Signage ❑Waiting areas ❑Admission office ❑Patent care room
❑Recovery room ❑Medical Equipment

Other tangibles

❑Uniforms of staff ❑Reports ❑Stationery used at hospital ❑Website

PRODUCTIVITY

It has been a major player in scripting the medical landscape of the nation. This is primarily because
the group has continuously been at the helm of several game-changing innovations in Indian health
care like Telemedicine (The Group has Telemedicine units across 10 countries) 1st largest brand
pharmacy Network. 1st cord blood transplant for treating leukaemia in India 1st Robotic Spine Surgery
system in India & South Asia 1st American got successfully hear transplant in Apollo, Chennai In 1986
introduced medial insurance

Establishment of unique specialty centres like "One stop Headache - Migraine and memory clinic"
"Sugar Clinics - To provide Diabetes care and awareness "

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The Government of India had honours Apollo Hospitals with the Apollo Commemorative Stamp. This
honour was a felicitation of their pioneering spirit, their commitment to healthcare and service to
the Nation. The commemorative stamp was released on the 02nd November, 2009.

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SERVICE BLUE PRINT OF APOLLO HOSPITAL

SERVICE PREFERENCES

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  RELIABILITY Ensuring that Doctors are well trained and experienced '
 ASSURANCE Trust, the number of successful treatments '
 TANGIBLES surrounding area, Surgery equipment's, Rooms
 EMPATHY Courtesy shown by nurses, ward boys, Doctors etc. TLC BY APOLLO (Total Love
and Care: A code of conduct to be followed by Apollo's staffs). '

THE FLOWER OF SERVICE

FACILITATING ELEMENTS:
 BILLJNG •Digital Billing system •Machine display of amount due •Statement of account
service
 INFORMATION •Websites- www.apollohospitals.com www.askapollo.com 'Signboards
inside hospitals •Test reports • Doctors prescriptions etc.
 ORDER-TAKING 'Online appointment booking 'Telephonic book 'Direct booking
 PAYMENT 'Debit and credit card 'Cash Payment 'Privilege Cards (Healing card etc.)

ENHANCING ELEMENTS:
 SAFEKEEPING -In patient rooms -Parking
 CONSULTATION 'Assistance by employees -Customized advice (Online and offline)
'Personal Counselling (online and offline)
 HOSPITALITY -Toilets and washroom -Security -Waiting room -Patient Room -Food and
beverage
 EXCEPTION -Privilege Card (Healing card) -Complaints handling

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CONCLUSION
APOLLO HOSPITALS is the jewel in the crown of Apollo group it is known for rendering the
best quality service both health and educations sector. It is known as one of the leading
hospitals industries especially in India. the quality in service indicates growth and standard of
the organization.
The organization’s management is expected to keep vigil to ensure that the quality in
treatment is maintained at appropriate level and the customers are satisfied at every foot
step of the organization
Further it is highlighted that the organization has to be responsible to the changing technical,
Economical and financial scenario. However certain regions need measures to a greater
extent to increase profitability

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RECOMMENDATION
 As the customer input is high the organization needs to increase its internal capacity,
mainly bed capacity.
 Staff shortage in hospitals is one of the most critical issues therefore the organization
should maintain its staff level by providing various welfare schemes.
 The organization should provide some attractive schemes to regular patients in order
to maintain customer loyalty.
 The organization should make the sitting arrangements in canteen, requires still more
number of chairs to sit for employees

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