L/O/G/O

Understanding Service Marketing of

Health care Industry

Apollo Hospitals
Team Members

• Sushant Patil - 51
• Ganesh Khade - 27
• Yatin Powale - 54
• Kunal Potdar - 53
 Health Care Sector - Overview

Today the total value of the sector

Governed by the Ministry of
is more than $40 billion
Health and Family Welfare

Investment of $14.4 Bn needed

Corporate hospitals constitute by 2025 to increase its bed
less than 1 per cent of all density to at least two per
institutes thousand population

Growth of 9.8% between 2000-

2011

Employs 8 million people directly

and indirectly
 Apollo Hospitals
• First corporate hospital – 1983- Chennai
 Apollo Health Street Limited
Apollo Pharmacies
 Apollo Health & Lifestyle Limited
 Family Health Plan Limited (FHP)
 Med Varsity Online Limited

DR PRATHAP C REDDY - 1979

Highlights
– Largest healthcare group in Asia.
– Owns and manages 41 hospitals in and around
India and has a total capacity of 7000 beds
– Declared as a 'Centre of Excellence' by the
Government of India
– 27,000 heart surgeries with a success rate of 99.6%,
on par with global standards.
– 70% success rate in Bone Marrow Transplant.
– Total Knee Replacement.
– First Indian Hospital to receive the ISO 9002 and
ISO 14001 certifications.
7 P’s of Marketing
Apollo – 7P’s
Product

• The service product is an offering of commercial

intent having features of both intangible and
tangible, seeking to satisfy the new wants and
demands of the consumer.

• Quality Level
• Accessories
• Packaging
• Product line
• Brand name
Product - Apollo
• Apollo hospital has more than 53 branches
across the country.
• Best for heart problems and Knee and Hip
replacement surgeries besides other major
ailments.
• The specialties include – Heart, Orthopedics,
Spine, Cancer Care, Gastroenterology,
Neurosciences, Nephrology & Urology
Critical Care.
Price
A particular product or service is acceptable to the customer at a
particular price and if the price increases then the same product or
service might become less acceptable to the customer.
Pricing prices may be profit oriented, government controlled,
competitive or customer oriented
Service pricing follows the principles and practices of pricing of
goods and therefore they are either cost based or market based.

1. Demand fluctuations should be successfully handled

2. Service pricing should be such as to provide value addition and
quality indication
3. The pricing strategy should cope up with the degree of competition.
Price - Apollo
PRICE
The hospital is priced premium and it can afford to do the same because of its
positioning and its assurance as well as the reliability on the brand of Apollo
hospitals. Along with it, it also helps that there are so many locations and
specialties in Apollo hospitals. Thus a patient is reassured of his well being.
Pricing in Private Hospitals

• Cost based pricing: Price =. In hospital services, this method is cumbersome

because the tracking and identification of costs are difficult. Fee for services,
however can be used by doctors. Notwithstanding, some hospitals in the private
sector follow this method.

• Competition based pricing: Heterogeneity of service across and within providers

makes the approach complicated.

• Demand based pricing: Cost based pricing and competition based pricing do not
consider certain criteria. Demand based pricing involves price setting consistent
with customer perception of value.
Place
• The means by which services get from
producer to consumer and where they can
be accessed by the consumer.
• The more places to buy the product and
the easier it is made to buy it, the better for
the business.
• The kind of services a hospital is rendering
is very important for determining the
location of the hospital.
Place - Apollo
• Apollo Hospitals has around 8500 beds across
53 hospitals in India and overseas.
• It is located in 15 different places across India
which include Ahmadabad, Aragonda,
Bangalore, Bhubaneswar, Bilaspur, Chennai,
Delhi, Hyderabad, Kakinata, Kolkata,
Madurai, Mauritius, Mysore Noida.
• It is located internationally in
Nepal,Bhutan,Bangadesh,Srilanka,kawait.
Promotions

 Quality of treatment

 Medical tourism
 Word of mouth

 Major surgery
 Medical camp

 Social networking
 CONT..
Apollo promotes itself through the Community Initiatives viz

• SACH – Save a Childs Heart

• CURE – Extends preventive as well as rehabilitative cancer

treatment to the economically backward.

CONT..

•SAHI – Society to Aid the Hearing Impaired

•DISHA – Distance Health care Advancement Project

 People

• Currently engages more than 19,000 doctors, nurses,

paramedics, clinical staff and management professionals
to manage over 8500 beds across 53 hospitals in India
and abroad. Along with this Apollo Hospitals has several
courses along with research facilities to facilitate
innovation.
Physical Evidence

• Apollo Hospital has been know for its quality

health care services, at much affordable price.
• Provides the services for all the ailments &
diseases, assuring the healthy recovery with
quality care from the staff.
• Apollo Hospitals conducts a rigorous site
survey process as well to take care of various
parameters in all their hospitals.
Process
The largest achievement of the Apollo Group
has been to take quality health care to across
the length and breadth of India. This operation
in itself involves very established procedures
and documentation.
• Apollo hospitals is NABH, NABL accrediated
and also has ISO 9002 award.
L/O/G/O

Thank You!