DR.

SAHIL GUPTA
XLRI JAMSHEDPUR GNR Group RONIT RAY
GAURAV NAIR
The healthcare market in India is experiencing an exponential growth (a threefold growth to $372 billion by 2022) but unfortunately, the awareness regarding researched, data-driven and
optimized planning concerning Health Institutions are next to none among the various stakeholders. To tap-in this market, we propose a two-pronged strategy for Philips Hospital Design
Solutions, where on one hand a cluster-specific consultant force is created that proactively reaches out all the potential clients for design solutions and on the other hand an indirect
advertisement campaign is run for the end-users of the health services highlighting the global experiences and benefits of Philips designed Hospitals to raise the demand for Phillip design-
enabled hospitals.

Marketing mission statement: Philips Hospital Design Solutions is a one-stop solution for end-to-end design and implementation of hospitals with a vision to make healthcare services more
affordable, accessible & efficient and to promote India as the destination for medical tourism. Our mission is to design and construct hospitals scientifically by optimizing space and resource usage
while prioritizing and enhancing the patient journey as well as to make it a profitable venture. CUSTOMER JOURNEY : INSIGHTS & VALUE PROPOSITION GOVERNMENT TIE-UPS
6 POST-COMPLETION • In India, government
Research

TARGET CLIENTS 1 INCEPTION 2 LAND ACQUISITION 3 LAYOUT DESIGN 5 EXECUTION

INSIGHTS

INSIGHTS
INSIGHTS

INSIGHTS
CUSTOMER SEGMENTS

➢ Speciality Clinics: dental
clinics, eye clinics
➢ Polyclinics & Nursing
INSIGHTS
❑ Large Hospital chains: Fortis No comprehensive strategy Land purchased on basis Dissonance between generic No sync between the Lack of accountability expenditure accounts
❑ Single Big Hospital looking
combining all aspects of of availability rather than design & hospital needs contractor and the on the part of designers for 30% 0f the total
hospital construction based on strategic inputs leading to incompatibility planned layout & contractors health expenditure
for expansion which accounts for only
❑ Foreign Chains looking to • Placing Philips in the • Hospital design affects
• Extensive data survey to • Work closely with • Smooth transition of 1% of GDP. There is a

STRATEGY
Homes enter Indian Market minds of the customers identify potential plots for
patient health. The sheer
consultants, ownership to hospital huge scope in the term

STRATEGY
➢ Mid Level Hospitals ❑ Prospective Owners- as one stop solution hospital based on
complexity of hospital
architects and stakeholders through public health growth.
➢ design can be best
Specialty Hospitals : Upcoming Clinics • B2B marketing population density, builders to facilitate proper training and • Philips can be a
targeting potential clients addressed by global hand-holding.
Rajiv Gandhi Cancer diagnostic demand & minute detailing of partner in this growth

STRATEGY
STRATEGY

STRATEGY
by developing segment- specialists
Institute, Delhi patient to bed ratio. the establishment. 7 MONITORING by providing its
• Creating a healing

➢ Big Multi-Specialty
Hospitals : Medanta- The
INSIGHTS
STAKEHOLDERS specific consultant • In the long run, building • Set up on-site 3 rd hospital design
✓ Hospitals/Care Providers force that proactively architecture Absence of long term
up a co-ownership party strategic tie-ups performance analysis, solutions to govt.

STRATEGY INSIGHTS
✓ Patients : Enhancing their reaches out clients with model with the hospital 4 PLANNING with certain builders review and feed back institutions, facing
Medicity overall experience proposals. investors employing a Principles of resource and to meet expected • Using data driven challenges like patient
➢ Government Health ✓ Government Agencies • B2C indirect revenue sharing model space optimization not Quality standards & analytics for hospitals overload, space,

STRATEGY
dispensaries, ESI advertisement campaign where the land and utilized leading to wastage timely delivery within to improve the patient resource & budget
✓ Regulatory Bodies to raise awareness infrastructure cost is • Working with hospital
dispensaries planned budget. journey experience constraints.
✓ Insurance Companies about Philips Hospital borne by the investor and leaderships to • Will diversify portfolio • Leverage expertise to • This will also increase
➢ Government hospitals : ✓ Architect: Hafeez Contractor Design solutions to Philips handles design & understand the patient to a provide a one- enable Smarter its customer touch
Safdarjung Hospital, Delhi ✓ Builders : RJ, Vascon increase overall demand. logistics management base of the future stop solution. points.
patient processing