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Heritage HospitalsA Presentation on 7 p’s of Service Marketing

Health Care Sector - Overview

Governed by the Ministry of Health and Family Welfare

Today the total value of the sector is more than $40 billion

Employs 8 million people directly and indirectly

Growth of 9.8% between 2013-2014

Corporate hospitals constitute less than 1 per cent of all institutes

Investment of $14.4 Bn needed by 2025 to increase its bed density to at least two per thousand population

Heritage Hospitals

• Heritage Hospitals Ltd. has been for the past 17 years in the field of medicine integrating the age old tradition with modern technology, meeting the critical health care needs of the society.

• 300 bedded Corporate Hospital set up

• Largest Corporate Sector health Care project in the State

• This centrally air-conditioned hospital is a self-contained, five storied building 

• ISO 9001:2008 for Tertiary Medical Care facilities. 

Continued…

• 4 Critical Care Beds in the form of CCU, ICU (surgical), ICU (Medical),CTU, NICU and PICU. 

• Equipped with  Most  Modern Equipment. 

• It has its own Trauma Care ambulance along with Mobile Intensive Care Unit of the region.

• Cardiac Cath Lab, MRI, whole body multi slice Spiral C.T.Scan, Colour Dopler, 800 mA X-Ray with IITV, Eswl Haemodylisis. Etc.

7 P’s of Service Marketing

Heritage – 7P’s

Product

• The service product is an offering of commercial intent having features of both intangible and tangible, seeking to satisfy the new wants and demands of the consumer.

• Quality Level• Accessories• Packaging• Product line • Brand name

Product - Heritage

• Largest corporate sector healthcare project in the state of Uttar Pradesh.

• Best for Pediatrics and Heart surgeries besides other major ailments.

• The specialties include – Neurology, Cardiology, Anesthesiology, Orthopedics and many more

• Online Service, which includes Appointments, Patient Services, Doctor Services, etc

Price

A particular product or service is acceptable to the customer at a particular price and if the price increases then the same product or service might become less acceptable to the customer.

Pricing prices may be profit oriented, government controlled, competitive or customer oriented

  Service pricing follows the principles and practices of pricing of

goods and therefore they are either cost based or market based.

1. Demand fluctuations should be successfully handled2. Service pricing should be such as to provide value addition and

quality indication3. The pricing strategy should cope up with the degree of competition.

Price - Heritage

PRICE The hospital is priced premium and it can afford to do the same because of its positioning and its assurance as well as the reliability on the brand. Along with it, it also helps that there are so many specialties in heritage hospitals. Thus a patient is reassured of his well being.

Pricing in Private Hospitals• Cost based pricing: Price =. In hospital services, this method is cumbersomebecause the tracking and identification of costs are difficult. Fee for services,however can be used by doctors. Notwithstanding, some hospitals in theprivate sector follow this method.

• Competition based pricing: Heterogeneity of service across and within providers makes the approach complicated.

• Demand based pricing: Cost based pricing and competition based pricing do not consider certain criteria. Demand based pricing involves price setting consistent with customer perception of value.  

Place• The means by which services get from

producer to consumer and where they can be accessed by the consumer.

• The more places to buy the product and the easier it is made to buy it, the better for the business.

• The kind of services a hospital is rendering is very important for determining the location of the hospital.

Place - Apollo

• Heritage Hospitals has around 300 beds situated on the main Lanka main road, near BHU.

• Further plan to open Institute of Medical Science on highway near BHU.

Promotions

Quality of treatment

Word of mouth

Medical camp

Medical tourism

Corporate & Insurance Tie-ups

Social networking

Heritage promotes itself through the Heritage Foundation• Medical Awareness Programme

• Youth Development Programme

• Free surgery programme of cleft lip and palate with Smile Train

• Pulse Polio Program

• Family planning awareness programme

• Women development programme

• Sanitation and hygienic awareness programme

• Programme on mentally retreated person

•  Currently engages more than 1,000 doctors, nurses, paramedics, clinical staff and management professionals to manage over 300 beds.

• Along with this Heritage Hospital has planned an Institute of Medical Science along with research facilities to facilitate innovation.

People

Physical Evidence

• Heritage Hospital has been know for its

quality health care services, at much affordable price.

• Provides the services for all the ailments & diseases, assuring the healthy recovery with quality care from the staff.

Process

• Heritage hospital operation in itself involves very established procedures and documentation.

• Heritage hospital is awarded with ISO 9001:2008 for Tertiary Medical Care facilities.

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