diagnostics & healthcare

SERVICE MARKETING

PRESENTATION

Presented to:

Mrs. Sonal Dabke

PRADNYA BHALERAO C-03

RASHMIKA PATIL C-27

PRACHI PITALE C-29

CHAITALI SWAMI C-36

PRATIKSHA RANE C-42

JAYSHREE PRABHU C-43

DIAGNOSTIC SERVICES & HEALTHCARE

STRATEGIES FOR THE EFFECTIVE

PERFORMANCE By Rajnish Jain, Aney Alex and Sangeeta Jain

FLOW OF PRESENTATION

Key Drivers

DiagnosticService

Providers

TargetMarket

SalientFeatures

Strategies For

EffectivePerformance

ProblemsFaced by

Diagnostic Centers

Information of Hospitals providing

Diagnostic Services

Information of Diagnostic

CenterServices

Technology

FutureScope

Diagnostic Industry in India

Modern lifestyle concern about issues related to health

“Prevention is better than cure”

Diagnostic industry categorized into 2 segments:

1. Manufacturing of equipments, kits and reagents.

2. Providing diagnostic services and solutions

Diagnostic industry is all geared up for the major boom

$500 mn domestic pathology industry, growing at an CAGR of 20%pa over the last 5 years.

40000 path-labs in the country & 70% treatment decisions are based on lab results

Doctors perform even surgeries with

utmost precisions

Minutest details of human body can be

obtained

Modern healthcare and diagnostic solutions

have become an essential part of medical

services

Key Drivers of the Indian Diagnostic

Industry

Foreign Health Insurance Companies

Outsourcing Relaxation in Government Regulations

Transformation from Unorganized to Organized track

Emerging Scope in Molecular Diagnostics &

Pharmacogenomics

Availability of High Quality Diagnostic Equipments

Burgeoning Population

Government’s National Health Policy

Diagnostic Service Providers

In-House Diagnostic Service Providers

Exclusive Diagnostic Service Providers

Target Market

Indirect

Customer

Direct Customer

Target Market

INDIRECT CUSTOMER

RECOMMENDATIONS OF PRIVATE

DOCTORS

SMALL HOSPITALS\

NURSING HOME

CORPORATE HOUSES

INSURANCE COMPANIES

HEALTH CLUB\ FITNESS CENTRE

TRAVEL HOUSES

DIRECT CUSTOMER

HEALTH CONSCIOUS

AGE GROUP

GENDER

PURCHASING POWER

PHYSICAL HEALTHGROWING

AWARENESS

SALIENT FEATURE

RELIABILIT

Y

RANGE OF

SERVICE

ATTITIDE

SERVICE CHARGES

SERVICE

ENVIRONME

NT

RELIABILITY

Builds trust among customers

Make them feel confident

RANGE OF SERVICE

Single window solution

Require all equipments with all

facilities

Additional services-

Picking and dropping the patient

Collecting sample\delivering the

report

ATTITUDE

Personalized attention

Care

Concern and courtesy

Every stage in the service process i.e.

from entry to exit are important

Creates customer experience

SERVICE CHARGES

Customers are price sensitive

Service charge adds financial burden

Value for money - improve

productivity

SERVICE ENVIRONMENT BUILDING

INTERIOR

COLORS

APPEARANCE OF SERVICE PROVIDER

FRAGRANCE, CLEANLINESS, HYGIENE

NOISE LEVEL

DIAGNOSTIC SERVICE PROVIDERS

[EXCLUSIVE DIAGNOSTIC SERVICE PROVIDERS]

Diagnostic Services

Diagnostic Centres Hospitals

Structure of Hospital

Hospital

Out Patients Department

Indoor Services Casualty

Thyrocare Laboratories Ltd.

Piramal Diagnostics Pvt.Ltd

Mission

  Being in the healthcare industry, it is the patient who is both our primary

customer and concern. Ensuring that the right value is given in right time to the right patient is the test we undergo everyday successfully.

Vision :• To become the preferred choice of the medical

fraternity and the end-consumer in clinical diagnostic services by setting the highest benchmarks in quality, expertise and services.

Mission :• To build a network of diagnostic centers offering

end-to-end solutions on state-of-the-art machines manned by skilled workforce having a pan India and international presence.

Piramal Diagnostics

• Offers a full range of clinical diagnostic services

• Spread across the country with 124 diagnostic centers in 85 cities

• Over 400 collection centers • Visited by more than 9900 patients

per day

P’s

MARKETING

Product Mix

Tests

Packages

Other Products

Tests

125 TestsTotal ThroxineThyroglobulinTotal BilirubinBlood GlocuseCholesterol TotalComplete HeamogramLipase-SerumLipoprotein

PackagesComplete Thyroid MonitoringAneamia ProfileHealth ScreenPregnancy ProfileCardio ProfilePre-operative ProfileMetabolic Profile

Other Products

Products

• Pathology -Biochemistry, Immunology, Hematology, Histopathology and Immuno-histochemistry, Microbiology, Molecular Biology, Cytogenetic and Flow Cytometry.

• Radiology spanning X-ray, Ultrasound, Color Doppler, Mammography, Bone Densitometry, Ortho-pantomography (OPG), CT scan and MRI.

Health check-ups• Standard Health Check Up- Rs.5000/-• Executive Health Check Up Rs.7500/-• Comprehensive Health Check up Rs.10000/-• Specialized Cardiac Health Package Rs10,000/- • Master < 45 yrs Health Package Rs10,000/• Master > 45 yrs Health Package Rs12,000/-• Specialized Senior Citizen Rs15,000/- • Golden Age Health Check up Rs 10000/- • Master Health Check up Rs. 6275/-• Happy Heart Check up Rs 5400/-• Diabetic Check up Rs 2150/• Healthy Child Check up Rs 1550/-• Well Woman Check up Rs 5000 /-• Pre Marital Check up Rs 2400/-• Specialized Cancer check up Rs.10000/-

Price

• Low Pricing Strategy• Bundle Pricing

Complete Thyroid Monitoring Rs.1000

Aneamia Profile Rs.1000Health Screen Rs.800Pregnancy Profile Rs.4000Cardio Profile Rs1600

Place

Place

Single Laboratory Model

In all metros

More than 800 authorized service centres

10,000 hospitals & laboratories

33 logistics hub

Promotion Organize Medical Camps Tie-ups with Corporate houses Print media Special Discount Code Card

Promotion

• Organize Medical Camps• Health campaign- HelpyourbodyTM

• Seminars• Print media• Tie-ups with Air India, Indian Airlines,

ONGC, Bombay Port Trust and various insurance companies.

Physical Evidence

• Logo• Aprons • Medi-van

Physical Evidence

Logo

Aprons

Thyrocare Van

Process

Process

Process

Distributioncenters

Diagnostic center

People

• Experienced and skilled doctors •Technicians •Paramedical staff•Newsletters on radiology and pathology

People

Doctors

Trained Personnel

Laboratory Technicians & Assistants

Labor Staff & Delivery boys

STPD analysis

Segmentation

• Age groups• Diseases/organ

Targeting

• Serves to all

Positioning

BREADTH OF SERVICE OFFERINGS

NUMBER OF MARKETS SERVED

Narrow

Many

Few

Wide

Service Focused

Unfocused (Everything for everyone)

Market Focused

Fully Focused (Service and

market focused)

Differentiation

• Pathology• Radiology

Segmentation

• Gender• Diseases / Organ

Target

People suffering from thyroid disease

Positioning

Service Focused Unfocused

Fully Focused Market Focused

NARROW WIDE

MANY

FEW

BREATH OF SERVICES OFFERED

NUMBER OF MARKETS SERVED

Differentiation

thyroid testing laboratory

SWOT analysis

STRENGTHS:

Central Processing Laboratory

Powerful Logistics

Technology

Exclusively for thyroid treatment

WEAKNESS:

Less on promotion activities

OPPORTUNITIES:

Expansion on product line

Expand geographically

THREATS:

Competition from existing players

SWOT ANALYSIS

Strengths TechnologyHighly trained staffWide customer baseOnline ordering system

WeaknessLess on promotional activities

OpportunitiesRural marketsIncreasing no of franchisesFocusing on eastern India Expanding globally

ThreatsUnorganized sectorNew competitors

DIAGNOSTIC SERVICE PROVIDERS

[IN-HOUSE DIAGNOSTIC SERVICE PROVIDERS]

ASIAN HEART INSTITUTE AND

FORTIS HEALTHCARE

Asian Heart Institute

Set up by Contemporary Healthcare Pvt Ltd.

Aim to provide world-class cardiac care in India

Quality cardiac care to patients at reasonable costs.

Incorporate the latest technological advances and

ethical practices

It is a Patient-centric design with stress on safety and

comfort of Patients

Fortis Healthcare Fortis Healthcare Limited, a leading healthcare

consultant in India

They have assembled the finest talents in

medicine, be they doctors, nurses or technicians,

and even management professionals across a

wide spectrum.

Creating a world-class integrated healthcare

delivery system in India

Product [ASIAN HEART INSTITUTE]

The Health Check-

up Program

CONSULTATIONS

LABORATORY

CARDIAC

RADIOLOGY

SPECIAL

INVESTIGATIONS

The Health Check-up

Program –

INTERNATIONAL

CONSULTATIONS

LABORATORY

CARDIAC

RADIOLOGY

SPECIAL

INVESTIGATIONS

Product[FORTIS HEALTHCARE]

Basic Health Package Pathology Investigations Radiology Investigations

Add on Package Audiometry Package Throid Package Asthma Package Ortho Package Diabetes Package Kidney Package Cardiac Package

Executive Health Package Pathology

Investigations Radiology

Investigations Full Body Package

Pathology Investigations

Radiology Investigations

Kids Package Kids premium health

package (Age group 5-14)

Price [ASIAN HEART INSTITUTE]

DELUXE GOLD CARDIAC BASIC

CONSULTATIONS

CONSULTATIONS

CONSULTATIONS

CONSULTATIONS

LABORATORY LABORATORY

LABORATORY

LABORATORY

CARDIAC CARDIAC CARDIAC CARDIAC

RADIOLOGY RADIOLOGY RADIOLOGY RADIOLOGY

SPECIAL INVESTIGATIO

NS

SPECIAL INVESTIGATI

ONS

SPECIAL INVESTIGATI

ONS

SPECIAL INVESTIGATI

ONS

Indian : 11500 9000 4750 3250

International : 12500

9900 5500 3600

Price [FORTIS HEALTHCARE]

Basic Health Package Male : Rs.2700

Female: 3200

Add on Package Audiometry Package- Rs.

450 Throid Package Rs. 725 Asthma Package Rs. 725 Ortho Package Rs. 1775 Diabetes Package Rs.

1040 Kidney Package Rs. 1320 Cardiac Package Rs.

1500

Executive Health Package Male: Rs. 4400

Female: Rs.5000

Full Body Package Male: Rs. 6200

Female: Rs. 7400

Kids Package Kids premium health

package (Age group 5-14) - Rs 2400.00

Place [ASIAN HEART INSTITUTE]

Place [FORTIS HEALTHCARE]

Promotion[ASIAN HEART INSTITUTE]

PLATINUM OFFER: Health Check up

packages 25% DISCOUNT.

MARATHON

• Radio Promotion- MY FM

• Fortis Hospital, Hiranandani:- Preventive Health Package gifted to Teachers

• Bone Densitometry Camp

Promotion[FORTIS HEALTHCARE]

• Fortis Hospital, Hiranandani:- Health Screening at Wonder Kids School, Vashi & Koperkhairne

Film Shoot of 3 Idiots

Process[ASIAN HEART INSTITUTE]

AppointmentVia

Phone / E-mail

Confirm

Appointment

Cancellation / postponemen

t of Appointment

Meeting

with Doctor

Report to

Health Check Recept

ion

Receive

TestReport

Checking

Reports&

Advising Treatme

nt According to the Reports

HUB N SPOKE Process[FORTIS HEALTHCARE]

People

Medical & Paramedical staff Nurses Lab Assistance & Technicians

People[ASIAN HEART INSTITUTE]

Training –To enhance the quality of staff & better

quality services

Rewards

HIS (Hospital Information system )

Processes such as employee records, roster

management, leave records, approvals, salaries and

tax deductions are automated so that employees need

not get in touch with the HR department for routine

information.

PROGRAMMES

People[FORTIS HEALTHCARE]

Acquisition of Escorts Health Care system The major benefit offered by Fortis Healthcare

to its employees is an environment, which offers challenges and opportunities to develop professionally

They offer competitive compensation medical facilities hospitalization accident insurance staff cafeterias In-house gyms

People [FORTIS HEALTHCARE]

• A 'buddy' programme• An Ambassador programme, • Regular communication meetings and

interactions with senior management, • Intranet, • Fortis Healthcare newsletter • Bulletins from the Chairman and CEO.• Social interaction - dinners, picnics and

sports events.

Physical Evidence

Segmentation

Target

Positioning

Differen-

tiation

Segmentation

ASIAN HEART INCOME WISE DISEASE WISE REGION WISE-

NATIONAL N INTERNATIONAL

FORTIS DISEASE WISE GENDER WISE AGE WISE

Target

ASIAN HEART ONLY HEART PATIENTS DIRECT CUSTOMERS

FORTIS SERVES FOR ALL

TYPES OF PATIENT INDIRECT AND DIRECT

CUSTOMERS

Basic Focus Strategies for Services

BREADTH OF SERVICE OFFERINGS

NUMBER OF MARKETS

SERVED

Narrow

Many

Few

Wide

Service Focused

Unfocused (Everything

for everyone) FORTIS

Market Focused ASIAN HEART

Fully Focused (Service and

market focused)

Differentiation

ASIAN HEART

FOCUS ONLY ON

HEART RELATED

DISEASES

LOCATED ONLY IN

MUMBAI

FORTIS

FOCUS ON WHOLE

BODY

LOCATED ALL OVER

INDIA

Differentiation

ASIAN HEART

FOCUS ONLY ON

HEART RELATED

DISEASES

LOCATED ONLY IN

MUMBAI

FORTIS

FOCUS ON WHOLE

BODY

LOCATED ALL OVER

INDIA

Strategies For Effective Performance

“The organization should

continuously enhance their

competencies to achieve

‘COMPETITIVE ADVANTAGE’ in

the fast changing world”

Patient – Centric Approach

Credibility (Zero Defect Service)

Expertise

Modernization

Professional

One Stop Shop

Price Competitiveness

Accessibility

Event Management

Human Resources

The Ambience

Quality Control &

Accreditation

Fragmented Market

The first group consists of hospitals funded by the

central, state Governments or municipal

corporations.

The second group consists of hospitals backed by

trusts and private corporations.

The third group gaining prominence is private

imaging centers manned by groups of radiologists.

The last category is run by single radiologists.

Govt & Private Diagnostic Centers

Patient factor

Government funded

Private centers

High Quality service

Non hospital environment

Multiple centers

Differentiate

Government Not for profit

Finances are planned years in advance

Sheer magnitude of diagnostic tests done at

Government hospitals on a daily and yearly basis

makes up for the high-cost factor of the

equipment, with a lesser break-even-period

compared to any other counterpart in the

industry

SCENARIO

At KEM, approximately 90 CT

scans, 600-700 X-Rays and 350

ultrasound tests are done on a

daily basis and around 3,000

plus special investigations are

done a year

Trust hospitals-internal

generation

No pressure to repay loans

Corporate conglomerate

hospitals

Problems CAPITAL

INVESTMEN

T TECHNO

LOGYMAINTAINANCE

TRAINED MANPOWER

EMPLOYEETURNOVER

LACK OF AWARENESS

FEAR OF THE

UNKNOWN

Future Emergency Mobile vans Medical tourism Clinical trials

CONCLUSION

Webliography

www.thyrocare.com www.expresspharma.com www.asianheartinstitute.org www.fortishealthcare.com www.piramaldiagnostics.com

Acknowledgments

• Dr Martand Patil• Dr Avinash Phadke• Dr Vaidehi Aphale

THANK YOU