diagnostics & healthcare
DESCRIPTION
This presentation talks about the Diagnostics & Healthcare industry in India.It includes Marketing Mix,STPD Analysis,SWOT Analysis of some of the top healthcare organizations.TRANSCRIPT
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