Shri Chanakya Education Society’s

Indira Institute of Management PGDM, Pune

End Term Examination Presentation & Viva Voce (Jan 2022)

Subject: SC10 202 MK: Marketing Of Services

Topic: LEADERSHIP
Topic: Marketing IN MCDONALD’S
Strategy Implemented In Health Care
Sector
GROUP
Group No. NO
A16M.13
& MEMBERS
Members

1) 1) 21-23IIMPPGDM166
21IIMPGDM165 SUNIDHI JUNJARE
PRAJAKTA PATIL 4) 21IIMPGDM171 SAURABH AGHADTE
2) 2) 21-23IIMPPGDM169
21IIMPGDM166 NIHAR METHA
SUNIDHI JUNJARE5) 21IIMPGDM173 YOGESH SHETE
3) 21IIMPGDM169 NIHAR METHA
3) 21-23IIMPPGDM171 SAURABH AGHADTE

Batch: 2021-23
Introduction…
What is healthcare Marketing ?

 Healthcare marketing is a process of strategic outreach and communications

designed to attract healthcare consumers, guide them through their
healthcare journey, and keep them engaged with the health system.

 The best healthcare marketing plans integrate omnichannel, highly-

segmented, and specific online and offline efforts to drive engagement
and growth, all focused on certain market-specific key performance
indicators and return on investment.
ESSENTIALS FOR HEALTH CARE MARKETING:
THINGS TO INCLUDE IN YOUR HEALTHCARE MARKETING
STRATEGY:

1. 1. Use consistent healthcare branding

2. 2. Evaluate the online patient experience
3. 3. Build a responsive healthcare website
4. 4. Test site speeds
5. 5. Optimize for prospective patients search engine results
6. 6. Utilize PPC and display ads for Healthcare Marketing
7. 7. Ask for reviews from patients
8. 8.Follow up with patient feedback in your marketing efforts
9. 9.Build doctor referrals into your marketing plans
HEALTHCARE MARKETING, WHEN DONE PROPERLY CAN HELP
YOUR PRACTICE:

 Keep patients engaged with relevant, personalized, and timely outreach during their journey
 Retain patients over the long-term and improve loyalty in your healthcare community
 Drive more qualified leads to generate revenue
 Evaluate your productivity and re-align strategy
 Increase your strategic advantage to attract patients in an increasingly competitive marketplace
 OVERVIEW : APOLLO HOSPITAL.

• Established in the year 1983 by Dr. Prathap C Reddy, Apollo

Hospitals is renowned as the nation’s first corporate hospital.
• Apollo has over the years, impacted over 65 million
individuals from 140 countries, who have honored the
organization with their trust; this is the decisive measure of
success for the group.
• India’s 1st successful liver transplant performed at Apollo
Hospitals.
• With an expanse of innovation, technology and commitment,
its legacy remains as an unwavering dedication to clinical
excellence.
• Prevention is one of the best aspects of health care reform;
Apollo wishes to see good health care brought to all the
people at a reasonable cost
 SUCCESS OF APOLLO HOSPITAL

The five stages of Marketing Strategy Process of Apollo

 Step 1 - Marketing Research & Analysis

Step 2 - Segmentation, Targeting & Positioning Decisions
Step 3 - Marketing Plan
Step 4 - Designing a Marketing Mix using 4Ps - Product, Price, Place & Promotion
Step 5 - Sustaining Value through Post Purchase Services
 
 APOLLO’S USPS

 Technology and Innovation

 Tele Health Program – EXAMPLE
 1)Tele Ophthalmology – A Public Private Partnership project with 115
centres in association with Government of Andhra Pradesh.
 2) Common Service Centres (CSC) – In partnership with the Government
of India, Apollo remote healthcare supports over 60,000 CSCs where
primary healthcare is rendered across remote geographies.
 FUTURE OF HEALTHCARE INDUSTRY FROM APOLLO’S
PERSPECTIVE

 India is known as the ‘Land of Healing’ forever now, and even today, patients from over 140 countries
come looking for advanced medical care at an optimal cost.
 The most competitive advantage for India lies in its large pool of well-trained medical professionals who
have been delivering clinical outcomes equivalent to that of their best counterparts in the world. 
  The cost of surgery in India is about one-tenth of that in the US or Western Europe with minimal or zero
waiting time and this makes it very attractive for many
  By contemporary technologies and its sharp clinical acumen, Apollo is leading transformational shifts in
diagnostics, preventive healthcare, advanced medical care, hospital management processes and in remote
healthcare to name a few aspects.
Thank
You