Hospital Sector

Management
Introduction

 Hospital sectors are not normally for profit

making,they are social institutions to make available
to society the required medicare services.
 Previously,hospitals were set up as charitable
institutions to take care of the sick & the poor.
 Today its a place of diagnosis & treatment of ills,for
the training,research,promoting health care activities
& to some extent a centre helping bio-social
research.
Types of health care services

 Hospitals
 Pathology clinics
 Blood bank
 Ambulance service
 Medical insurance
 Fitness centres
 Yoga centres
 Health equipments
 Classification of hospitals

On the basis of objective

Hospitals

Teaching cum research

General hospitals Speciality hospitals
hospital
On the basis of medicine

Hospitals

Allopathic Homeopathic Ayurvedic Unani

On the basis of ownership

Hospitals

Voluntary
Government Semi-government Private
organizations
On the basis of size

Hospitals

Primary health
Teaching District Tehsil\Taluka
centre
Relating characteristics of services
with Health care
 Intangibility

 Perishability

 Variability

 Inseparability
Marketing mix for hospitals

 Product
 Price
Pricing strategy in government hospitals:

Cost+surplus to
Free for non Discriminatory make up the
income pricing losses from high
group(1) i.g(4)

Subsidized for cost+losses from

low income middle income
group(2) group(3)
 Marketing mix for hospitals

Pricing methods in Private hospitals:

Pricing in hospital industry happens:

Externally{between
Cost based
2 hospitals}
Competition Demand
based based
Internally{within a hospital}
Marketing mix for hospitals

 Promotion

 Place

 People

 Physical evidence

 Productivity & quality

 Marketing mix for hospitals
 Process:
Arrival

Joining phase Registration

Diagnosis
Intensive Treatment
consumption phase
Info about
future action
Discharge

Detachment phase
Payment

Feedback Fill the evaluation form

Quality dimensions in hospitals

 Credibility
 Security
 Access
 Communication
 Understanding the customer
 Tangibles
 Reliability & consistency
 Responsiveness
 Competency & courtesy
 SWOT analysis
 Strenghts:
Quality of doctors,nurses &staff
Medical facilities & equipments & infrastructure
Ambience & the general atmosphere of the
hospital
Attitude of the staff,even the menials
Specialisation
Low pricing in public hospitals due to
government aid
 SWOT analysis
 Weakness:
The ”I Don’t Care” attitude of the government
hospitals
Medicines & drugs fraud by the menials.Even
organ selling by doctors to make more money
The patients are completely at the mercy of the
doctors
 SWOT analysis
 Opportunities:
More training of the staff for improving their
behaviour & medical knowledge
To increase the facilities they provide
To become more specialized in various fields
 SWOT analysis
 Threats:
The government is reducing the grants given to
hospitals thus making it impossible to cater to
the poor people
The unions of the menials & even doctors,they
can go on a strike disrupting the functioning of
the entire health care unit
Competition for new entrants
 Latest innovations
 Aromatherapy at Apollo
 Bi-ventricular pacing
 Bone bank at AIIMS
 Oxygen under pressure treatment at Apollo
 Telemedicine
 Virtual hospitals
Thank you