hrishikesh project ppt

7/27/2019 Hrishikesh Project PPT

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Hospital Marketing Strategy

Hrishikesh Deshmukh


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Market Overview of Hospital Industry in India

Public and private hospitals will contribute more than

71% of healthcare sector revenues by 2013

Hospital market in India is expected to reach USD 78

bn by 2013 with private sector contributing USD 65 bn

Increasing number of hospitals in Tier-II & for private

sector growth Market is fragmented with large number of

independent, privately run hospitals

Demand for healthcare far exceeds supply due to

dismal performance by the government

A huge shortage of beds is a major driver for

investment in a growing industry Specialty hospitals in particular are expected to grow

faster than overall industry due to rise in heart

diseases and cancer

Revenue recorded CAGR of 12.1%


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Per-capita healthcare expenditure has been growing at afast pace

Per-capita healthcare expenditure increased at a CAGR of 10.3 per centover the period for calendar year 2008-11 to USD57.9; the figures is setto touch USD88.7 by 2015


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Key players in the market

Company No.of

Beds

Presence

ApolloHospitals

EnterpriseLtd

8717 Chennai, Madurai, Hyderabad, Karur, Karim Nagar, Mysore,Visakhapatnam, Bilaspur, Aragonda, Kakinada, Bengaluru,

Delhi, Noida, Kolkata, Ahmedabad, Mauritius, Pune ,Raichur, Ranipet, Ranchi, Ludhiana, Indore, Bhubaneswar,

Dhaka

Aravind EyeHospitals

3694Theni, Tirunelveli, Coimbatore, Puducherry, Madurai,

Amethi, Kolkata

CAREHospitals

1912 Hyderabad, Vijayawada, Nagpur, Raipur, Bhubaneswar,Surat, Pune,

Visakhapatnam

FortisHealthcare

Ltd

10307 Mumbai, Bengaluru, Kolkata, Mohali, Noida, Delhi,Amritsar, Raipur, Jaipur, Chennai, Kota

MaxHospitals

1100 Delhi and NCR

Manipal

Group ofHospitals

4400 Udupi, Bengaluru, Manipal, Attavar, Mangalore, Goa,

Tumkur, Vijaywada, Kasaragod, Visakhapatnam


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Growing Presence of Private players have been keycontributors to growth in hospitals


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Snapshot of Market and Potential Growth

Government Private

Nursing Homes Mid tier Top tier

Healthcare centers,district hospital andgeneral hospitals

Primarily nursinghomes andrecoveryrooms with

adequateinfrastructure

Corporatehospitals

with inhouse staffand consulting

physicians

Major corporatehospital chainsandspecialty hospital

Variable; based ontype

100 bedsMarket Share by 2015

19% 30% 11% 40%

Growth by 2015

-2% 9% Lower estimate10% Upper

estimate

5% Lower estimate6% Upper estimate

12% Lowerestimate

14% Upperestimate


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Fortis Healthcare

Fortis Healthcare Limited is a leading, pan Asia-Pacific, integrated healthcare delivery provider.

The healthcare verticals of the company spandiagnostics, primary care, day care specialty and

hospitals, with an asset base in 11 countries, manyof which represent the fastest-growing healthcaredelivery markets in the world.

Currently, the company operates its healthcaredelivery network in Australia, Canada, Dubai, Hong

Kong, India, Mauritius, New Zealand, Singapore,Sri Lanka, Nepal and Vietnam with 76 hospitals,over 12,000 beds, over 600 primary care centres,191 day care specialty centres, over 230 diagnosticcentres and a talent pool of over 23,000 people.


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Marketing Strategy of Fortis Healthcare

Fortis was the first hospital to organize an exhibition in the National Capital Region, whereinthe general public could visit all departments of the hospital and get answers from experts.

Secondly, Fortis launched a dialysis technician programme for women from the weaker sectionof society in which they were given free training by the hospital and they will be assimilated inthe hospital itself.

Apart from organising continuing Medical Education courses (CMEs) almost everyweek, camps, theres a special OPD where consultants charge Rs 100 only. Theres also asystem of taking feedback from patients and visitors about their service.

The website of hospital and group of doctors provide medical advice to the patients through:

Email: The patients are asked to email their query on hospital email [email protected]. They are issued reference no., which isforwarded to the medical specialty concerned through their emergency

Emergency contact numbers : Patients who need immediate assistance, sexuallytransmitted disease and other confidential issues can avail this facility. The patients who

stay far away from the city are also given online assistance.
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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Jaslok Hospitals, Mumbai

The Jaslok Hospital & Research Centre isone of the oldest tertiary care, multi-specialty Trust hospitals of the countryestablished in 1973,Mumbai.

Research activities in various fields incollaboration with other institutions in India& abroad more importantly, the hospital hasevolved into a tertiary referral centre forproviding advanced, complex problems as

well as a training institution.

Services they provide include healthcare,medical care, organ transplant and they runa training school for nurse.


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Marketing Strategy of Jaslok Hospital

The marketing strategy of Jaslok Hospital involves: Tying up with corporates, some of them being Oil and Natural Gas

Commission (ONGC),Mumbai Port Trust (MBT), Bhabha AtomicResearch Centre (BARC) and Air India.

They have tied up with various travel agent (details available on theirwebsite) to facilitate medical tourism.

One of the most effective marketing tool is a web site(www.jaslokhospital.net), which is constantly updated by theirtechnical staff.

Other marketing strategies involve: The hospital conducts free health check-ups like diabetes and cardiac

check-ups for the general public They invite foreign faculty and hold joint symposiums with the foreign

delegates to share their skills, knowledge and experience. This help inbrand building.

The hospital has a tie up with Stanford University Medical Centre, USand they hold video conferencing every month with the doctors of thecentre, who interact with the faculty of the hospital.


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Hinduja Hospitals, Mumbai

P. D. Hinduja National Hospital and MedicalResearch Centre was established in 1951.

Their area of specialize include Healthcareservices in various Medical & Surgical

specialties, Robotic surgery along withdiagnostic, ancillary & support services,emergency intensive care unit. They alsoconduct training of medical, nursing,paramedical personnel and give moreimplication of R&D.

Hinduja Groups foray into For-Profitsegment of healthcare delivery They were 1stto get IMC Ramakrishna Bajaj NationalQuality Award in 2007


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Marketing Strategy of Hinduja Hospital

The marketing strategy of Hinduja Hospital involves:

They have strong database of their patients and visitors which theyuse effectively for marketing. They have system of taking feedback

from their patients for continuous improvement of quality of theservice.

They have tie-up with corporates for medical check-up of theiremployees which act as a medium of cross selling.

They conduct Medical conference invite foreign medical experts and

faculties of different hospitals in India and joint symposiums to sharetheir skills, knowledge and experience which help in brand building.

On the CSR frontier they have 20% beds reserved for the weakersections of the society which is funded by the NGO.


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Hiranandani Hospitals, Mumbai

Dr. L.N. Hiranandani Hospital located atthe picturesque Hiranandani Garden,Mumbai is a 130 bedded muti-specialtytertiary and quaternary care hospital.

The NABH is an initiative of the qualityof India (A Govt. of India) that is tryingto ensure the delivery of the highestquality of healthcare in the country.

The specialty center include dentalsurgery, human reproduction,cardiology including angioplasty,

bariatric surgery, joint replacement, hipresurfacing, hip arthroscopy, aestheticsand hair rejuvenation surgery.


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Marketing Strategy of Hiranandani Hospital

The marketing strategy of Hiranandani Hospital involves: They aggressively market through their web site

(www.hiranandanihospital.org). The AV clip of every facility and criticalsurgery report is available.

They come up with weekly newsletter which talks about specialty services,treatments, child care, customer focus, etc.

They publish articles of their doctors which states how to diagnosis differentdisease, control infection and disease, case reports, energy and resourcesconservation. The print copies of these articles kept in the hospital servesfor cross sell their services. The soft copy of these articles is also available onthe website. This helps in creating their brand.

As part of CSR activity, they arrange for free eye check up camps close to the

slum dwelling. On the World heart day they offer free heart check-up/cholesterol check-up, conduct angioplasty at concessional rate. On WorldAids day create awareness of this life killing disease by educating the weakersection of the society.

They have appointed Medical representative who offer commission to thedoctor for referral to their patients.


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Advertising Strategy for Hospitals in India

Advertisement in media (newspaper like Times wellness, Health Magazine, holding inthe catchment area) etc

Hand-out /brochures about their service and facility for distribution in hospital,newspaper.

Hospital information System (HIS) and Electronic Patients record/database helps in

advertisement and promotion. They mass mail about their new facility, service,achievement, and reward to the consumer who in turn gains confidence to avail theirservices.

Hospital website act as an effective tool in advertising & promotion:

Critical surgery information / report is displayed, Pre & Post operation

information. Information about new facility, service, achievement, reward Patients are asked to post their query on website/ email; they are given reference

no., which is forwarded to the medical specialist concerned. Emergency contact information available on the website, brochures servers as an

immediate assistance to the consumers in case of emergency, confidential healthissues and also patience who stay far away from the city.


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Private Hospitals in Latur

Multispecialty

SuperSpecialty

Hospitals Gynach-Hospitals

No.of Beds

Latur 2 - 210 31 1135

Renapur - - 16 2 10

Ahemadpur - - 18 2 80

Jalkot - - 07 2 4

Chakur - - 12 4 20

Shi.Anantpal - - 5 2 4

Ausa - - 45 5 110

Nilanga - - 33 4 70

Devni - - 09 1 22

Udgir 1 - 30 6 60

3 385 59 1515


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About Sri Sai Intensive & Critical Care Center

Established by 5 physicians with combined experience of morethan 70 years.

Current Infrastructure & revenue: General ward : 14 Beds

Special Ward : 3 Beds

ICU : 8 Beds

Revenue : 5 crores per year

Planned/Future Infrastructure & revenue:

General Ward : 50 Beds Special Ward : 20 Beds

ICU : 30 Beds

Revenue : 100 crores


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Existing Marketing Strategy

Practitioner Relation Specialist channel

Web Site in Marathi (Regional Language)

Local Advertisement with the help of Local News papers.

Hand-out /brochures about their service and facility for distribution inhospital (Regional language)

Medical Camps at rural places near Latur.


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Recommendations : Proposed Marketing Strategy

Employer Relations Specialist-Channel to cater employers

Rural-Gram Panchayat-Channel to cater rural population

Tie-up with rickshawwallas

Web Site in English (specially for employers) special email query system through which patients can send their queries to the

doctors and as per their query the mail will be forwarded to concerned specialist.

Feed Back Box

Hand-out /brochures about their service and facility for distribution inhospital (In Business Language : English)

Doctors blog on site Publishing of research articles by specialists anddoctors.


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Recommendations to bring operational efficiency

Token System to bring operational efficiency

Payroll system implementation

Beds allocation system


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Future Market Outlook of Hospital Industry

Favourable Policies on FDI and taxations will increase foreignparticipation and boost medical tourism.

Large hospital groups making strategic acquisitions which facilitatesimprove wise services.

Evolving concept of health cities, which have scale and provide ahost of satellite service.

Emergence of telemedicine for rural areas with participation fromprivate sector and government.

Despite increase in number of beds, supply constraints will remain intop cities


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Thank You

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