7 P’S OF FORTIS HOSPITAL

Fortis Hospital is associated with Healthcare industry and is a part of Fortis

Healthcare Limited. It is of Indian origins and is actually a chain of
hospitals. It has gained international recognition and approval by JCI and
NABH. It was founded in the year 2001 by its founders Shivinder Mohan
Singh and Malvinder Mohan Singh.
Fortis Healthcare Limited is a leading integrated healthcare delivery service provider
in India. The healthcare verticals of the company primarily comprise hospitals,
diagnostics and day care specialty facilities. Currently, the company operates its
healthcare delivery services in India, Dubai and Sri Lanka with 43 healthcare
facilities (including projects under development), approximately 9,000 potential beds
and over 400 diagnostics centres.
In a global study of the 30 most technologically advanced hospitals in the world, its
flagship, the Fortis Memorial Research Institute’ (FMRI), was ranked No.2, by
‘topmastersinhealthcare.com, and placed ahead of many other outstanding medical
institutions in the world.
VISION:
"To be a globally respected healthcare organisation known for Clinical
Excellence and Distinctive Patient Care"

MISSION:

"Saving & Enriching Lives"

VALUES:

Patient Centricity     

    Commit to 'best outcomes and experience' for our patients.

    Treat patients and their caregivers with compassion, care and understanding.
    Our patients' needs will come first

Integrity     

    Be principled, open and honest..

    Model and live our 'Values'.
    Demonstrate moral courage to speak up and do the right things.

Teamwork     

    Proactively support each other and operate as one team.

    Respect and value people at all levels with different opinions, experiences and
backgrounds.
    Put organization needs' before department / self interest.

Ownership     

    Be responsible and take pride in our actions.

    Take initiative and go beyond the call of duty.
    Deliver commitment and agreement made.

Innovation     

    Continuously improve and innovate to exceed expectations.

    Adopt a 'can-do' attitude.
    Challenge ourselves to do things differently.

Service marketing environment Hospital industry

Intangibility:- Health care services being highly intangible, to beat this intangibility
the irony of modern marketing take place such as use of more tangible feature to
make things real and believable.

Inconsistency:-Quality of service offered differs from one extreme to another. This is

because of total dependence on human interactivity or playing human nature, i.e
because human beings can never mechanize or replicate themselves.

Inseparability: Service transaction becomes unique because it mandates, during

transaction, the physical presence of the provider and the consumer.

Perishability: Services are intangible, they cannot be packed & neither can be stored
nor can they be inventoried. The implication is that the service has to be produced
and consumed instantly; there is no scope of storage.

Product:
The product strategy and mix in Fortis Healthcare marketing strategy can be explained as
follows:
Fortis Healthcare and hospitals are one of the most well equipped medical centres, hospitals etc
which are spread across India. Fortis healthcare offers excellent medical services in its
marketing mix in several key areas including complex organ transplant surgeries, Orthopedics,
Mother and child health, Oncology, Cardiac Sciences etc. It operates 45 healthcare facilities
across several locations with approximately 10000 potential beds and 314 diagnostic centers
and several pharmacies. Fortis offers highly complex and innovative medical procedures with
consistent outcomes as it employs highly experienced and skilled doctors and has been using
precision robotic surgeries to reduce the recovery time and enhance the patient experience.
Fortis hospitals are also recognized by international agencies such as Joint Commission
International, USA and National Accreditation Board for Hospitals& Healthcare Providers, India
which have helped it gain considerable international visibility in terms of its quality of healthcare
for medical tourism.

Price:
Below is the pricing strategy in Fortis Healthcare marketing strategy:
Fortis healthcare is considered as a premium healthcare service provider as it competes in the
same segment as that of Apollo hospitals and Max hospitals with its offerings focusing on
patient experience by including world-class healthcare services and new technology to justify its
higher pricing. It also has several alliances with international partners such as Aetna, Bupa, GMC
services etc. for providing quality services.

Place:
Following is the distribution strategy of Fortis Healthcare:
Fortis operates its hospitals across several tier 1 and Tier 2 cities in India such as Delhi, Amritsar,
Kolkata, Mumbai, Mohali, Ludhiana, Jaipur, Chennai, Kota, Bengaluru, Gurgaon, Noida, Faridabad,
and Odisha. Its head office is situated in Unitech Business park in Gurgaon, Haryana. Fortis also
offers skype consultation with doctors to its patients regarding various procedures and surgeries
as well. Further it also has a medical Kiosk setup at Indira Gandhi International Airport.
Further Fortis has a dedicated website to provide key information about its hospitals and
practices to various customers and provides easy accessibility to them.

Promotion:
The promotional and advertising strategy in the Fortis Healthcare marketing strategy is as
follows:
Fortis promotes its services through traditional as well as digital media with newspaper adverts,
medical periodicals, YouTube and TV adverts. It has launched several awareness campaigns to
urge people to take control of their health such as NDTV-Fortis Health4U campaign and spread
cancer awareness campaigns with its most recent campaign focusing on urging people for
organ donation for needful patients. It spreads brand awareness through these campaign as well
as celebrity endorsements.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing
mix of Fortis Healthcare & Hospitals

People:
As the service provided by Fortis is high contact service with high credence attribute, it employs
highly skilled doctors and staff consisting of administrators, ward boys, nurses, pharmacists, etc.
to run theses chain of hospitals. Further it offers academic sponsorship to its employees to
share their academic work in national and international conferences and offers incentives and
rewards for publishing their articles in medical journals.

Physical Evidence:
Fortis’ biggest physical evidence are its hospitals. As the healthcare services are high contact,
the Physical Evidence plays a major role for it as both service operations as well as service
delivery both visible to the customers. Fortis uses advanced healthcare management systems
for providing patient care services. The hospitals have won many accolades to prove their
success. They have standardized facilitating services which are offered in each hospital such as
reception, waiting area, cafeteria, etc. Further it offers specialized rooms such as ICU, baby care,
emergency wards etc.

Process:
Fortis hospitals have been adopting new technological advancements in their hospitals. The
potential customers can visit the Fortis website and can take an appointment for consultation or
plan their medical trip through it. They can also consult doctors online through skype. Further,
the hospitals have reception and casualty wards through which the patient get admitted in the
hospital. All the medical records are updated through their healthcare management system.
Hence this completes the marketing mix of Fortis Healthcare & Hospitals.