Services Marketing Project on Hospitals

Group Members: Arun Rana Ashray Mishra Ayush Sinha Barkha Dubey Gaurav Sharma Pragya Agrawal Helene Petit

Wellness group
Why?
Huge need gap in terms of availability of number of hospital beds per 1000 population. With a world average of 3.96 hospital beds per 1000 population India stands just a little over 0.7 hospital beds per 1000 population The Indian healthcare sector is expected to become a US$ 280 billion industry by 2020 Spending on health estimated to grow 14 per cent annually. Better Profitability (15-20% EBIDTA) Early Break Even (2-3 years)

Operational Plan

Wellness group

TARGET MARGET

Tier 2 and Tier 3 cities focusing Middle and Lower Strata of Society

POSITIONING

Best Services at affordable price

SERVICE STRATEGY

To provide quality health services and facilities, to promote wellness, to relieve suffering, to restore health as swiftly, safely, and humanely as it can be done, consistent with the best service we can give at the highest value for all concerned to the community at large so that we are perceived by them as "enhancers of quality of life".

Wellness group
Competitive Scenario
First multichain hospital group having hospitals in villages and Tier 2 and Tier 3 cities, though there are certain local players present such as: Private Nursing Homes

Govt. Hospitals

MARKETING MIX

Wellness group
PRODUCT
Causality services

Emergency services PRODUCT

Pharmacy services

Ambulance services

Diagnostic services

Wellness group
MARKETING MIX
PRICE

Price usually depends on treatment prescribed by the respective consultants and the facilities offered to the patient. As a service is intangible, it is very hard for deciding the price of the particular service offered. Pricing strategy adopted does not depend on the price offered by competitors. The pricing strategy will be formulated after consulting the concerned heads of department. Before fixing prices, government controls are also taken into consideration

Wellness group
MARKETING MIX
PROMOTION

Favourable word of mouth. Continuously introduce different health services like the accupressure clinic, master health programmes and diabetes health checkups apart from annual health checkups offered to different companies. (Corporate clients) Conduct camps in rural areas to give medical check ups at a reasonable price so that the rural people approach the hospital again in the future.

Sponsor frequent visits to the spastic society, old age homes, etc.

Advertise in health and fitness magazines.

Wellness group
Why West Bengal?
PLACE State/UT/Division Population Served per Hospital 54533 198143 23231 Population Served/Hospital Bed 4163 5646 2725

Bihar West Bengal Orissa

Source: Directorate General of State Health Services

BUSINESS MASTER PLAN

Wellness group
PLACE
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M hipur

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Wellness group
HOSPITAL MARKETING MIX
PEOPLE

Motivating employees to be efficient, dedicated and loyal to the organization. Offering regular on-job training of employees to ensure continuous improvement in health care. Utilizing services of professional competent medical consultants. Use of latest technology

Wellness group
HOSPITAL MARKETING MIX
PHYSICAL EVIDENCE

Cordial and comforting Staff Staff will follow a dress code to show professionalism and to maintain discipline. The staff will be trained to be understanding, warm and comforting. Hospital will be well organized and segregated into different departments. All the doctors will be offered with a well-equipped cabin. The entire hospital requires to be centrally air-conditioned with good lighting. Ventilation is ta en care of by air-conditioning. Special care will be ta en to maintain hygienic, cleanliness and whole hospital must be well lit.

RECEPTION & REGISTRATION ADMIT RECORDS

INPATIENT WARDS Medical Surgical Psychiatric

DIAGNOSTIC & TREATMENT Laboratories Morgue Surgery X-RAY Dept. PMIR PHARMACY

OUTPATIENT Outpatient Clinics Emergency

DISCHARGE POST-HOSPITAL CARE

DISCHARGE

What is the most important factor that help you choose which hospital to visit?

Distance from home/work place 2%

Fees 2% Cleanliness 5%

Doctors 91%

In case of minor ailment which you would consider visiting

Sales Hospital
0%

private practioner 100%

If your answer for above question is private practioner then what is the reason for it

Time 13%

Value for Money 14%

Easy accessibilit y 73%

For a minor ailment would you consider visiting an OPD of a Hospital if the fees of Private practioners and Hostipals are at par.

Yes 27%

No 73%

What are your expectations from services and facilities when you visit a hospital.

Service on time Value for Money Hygiene Cleaningness Better Equipments 24 hours availability of Doctors

OPERATIONS

Wellness group

Manpower Sourcing
Core Staff(Permanent Staff) House eeping Staff (Agencies) Security Staff(Agencies)

Building Attribute
Efficiency and Cost-Effectiveness Flexibility and Expandability Therapeutic Environment Cleanliness and Sanitation Accessibility Controlled Circulation Aesthetics Security and Safety Sustainability

Wellness group
Revenue Forecast
PHYSICAL EVIDENCE

Avg. Revenue/Bed(Industry Standard) = 5 lakhs/Annum Total No. of Beds at Raiganj hospital = 100 Total Revenue generated by Wellness Group=100*5 lakhs= 5 Crore /Annum