hrishikesh project ppt
TRANSCRIPT
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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