Presented B y: 1. Ramesh2. Veeresh Aradhya G P 3. Rudramuni M D4. Md Modassir Hassan 5. Biswajit Chakraborty

Presented to – Prof. Akhila R. Udupa17/12/13

Title: Health Care Industry In Service Marketing (India)

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IndianIndian Healthcare Sector Healthcare Sector

Rapid Expansion….

Healthcare is one of India’s largest sectors, in terms of revenue and employment, and the sector is expanding rapidly.

The sector is more than $34 billion, translates to $34 per capita, or roughly 6% of GDP.

This year, India’s healthcare sector is projected to grow to nearly $40 billion.

The private sector accounts for more than 80% of total healthcare spending in India.

One driver of growth in the healthcare sector is India’s booming population.

Veeresh

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Expanding Middle Class-An opportunity

By 2025, an estimated 189 million Indians will be at least 60 years of age—triple the number in 2004, thanks to greater affluence and better hygiene.

The growing elderly population will place an enormous burden on India’s healthcare infrastructure.

Expanding middle class-

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2009-2012 65.5

Changing Scenario of Service

More women are entering the workforce as well, further boosting the purchasing power of Indian households-changing composition of healthcare sector workforce.

Many of these women are highly educated: the ratio of women to men who have a college degree or higher level of education is 40:60

Lifestyle diseases are faster than infectious diseases in India Result - increase in cost per treatment, wellness programs

targeted at the workplace. Could help to reduce the rising incidence of lifestyle diseases.

Example: Nursing jobs in medical department.

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Changing Scenario of Service

More women are entering the workforce as well, further boosting the purchasing power of Indian households-changing composition of healthcare sector workforce.

Many of these women are highly educated: the ratio of women to men who have a college degree or higher level of education is 40:60

Lifestyle diseases are faster than infectious diseases in India Result - increase in cost per treatment, wellness programs

targeted at the workplace. Could help to reduce the rising incidence of lifestyle diseases.

Example: Nursing jobs in medical department.

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In Different view…

Service Marketing Mix…7

Price- The government uses price controls to ensure that vital drugs are

affordable to the Indian population. It is an ongoing challenge to balance the commercial interests with the broader social objective.

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Physical environment-

The physical infrastructure is woefully inadequate to meet today’s healthcare demands, much less tomorrow’s. Of the 15,393 hospitals in India in 2002, roughly two-thirds were public.

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It refers to the contact point between customer and service provider who gets the benefit of the service. That focuses on identification of a suitable location.

Major issues regarding the decision of a place are Accessibility (ease & convenience with which a service can be purchased, used or received ) and Availability.

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Place

Telemedicine—the remote diagnosis, monitoring and treatment of patients via videoconferencing or the Internet. Telemedicine is a fast-emerging trend in India, supported by exponential growth in the country’s information and communications technology (ICT) sector, and plummeting telecom costs.

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Telemedicine

Many hospitals have developed public-private partnerships (PPPs), among them Apollo, AIIMS, Narayana Hridayalaya, Aravind Hospitals and Sankara Nethralaya for Telemedicine.

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Do Bharat baste hai India mein…

Process

The healthcare divide- When it comes to healthcare, there are two India's: the country that provides high-quality medical care to middle-class Indians and medical tourists (25% Indians), and the India in which the majority of the population lives with no access to quality care.

Mission- the government is working to increase the capabilities of primary medical facilities in rural areas- free medicines.

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CHARACTERISTICS OF HEALTHCARE INDUSTRY

1) Intangibility: Health care services being highly intangible, to beat this intangibility the irony of modern marketing takes place such as use of more tangible features to make things real and believable.

Ways to overcome this drawback: Visualization: The industry has to make available

visualization so that, search and experience qualities are crystallized.

E.g. Press releases, distribution of brochures and leaflets, newsletters, digital marketing and media campaigning. Rudramuni

07/08/16SLIMS

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2) Inconsistency: Quality of service offered differs from one extreme to another. This is because of total dependence on human interactivity or playing human nature, i.e. because human beings can never mechanize or replicate themselves. (mistake happens by human being) (Cant be standardized, its highly variable )

Ways to overcome this drawback: Training: A scheduled Training of the employees in respect of the

work/service can prove to be the best solution to this drawback. E.g. American Medical Association makes it mandatory for its member doctors

to undergo 6 weeks of training every year or 6 month of training every 6 years.

Automation: The service providers analyze that, human quality deteriorates

(when someone continuous trying to do something very difficult) with repetition of work; this has an ill effect during the final delivery of the service.

E.g. Automatic blood testing equipments ensuring safety and accuracy

3) Inseparability: Service transaction becomes unique because it mandates, during transaction, the physical presence of the provider and the consumer.

Which means services are typically produced and consumed simultaneously , production and consumption are inseparable.

Ways to overcome this drawback: Training: This is the best way out for the setback. As the provider of one

service can not be made available at two different places at the same time if the situation demands so, unlike, in the case of products where the producer of the same need not be present at all times where the transaction takes place.

E.g. Wockhardt & Duncans Gleneagles International as set up a dedicated teaching centre for paramedics, particularly, nurses and also provide higher-end courses for doctors.

4) Perish ability: Services are intangible, they cannot be packed & neither can be stored nor can they be inventoried. The implication is that the service has to be produced and consumed instantly; there is no scope of storage.

Ways to overcome this drawback: Managing demand & supply: That is to say that, there has to be

provision for all sorts of stipulations at all times to the greatest possible extent.

E.g. Service developments according to market needs.

Service Flower

CORE PRODUCT Treatment of human ills

EXPECTED PRODUCT Infrastructure to support reasonable number of beds Operation theatres Equipments – like Cardio-respiratory supportive equipment

AUGMENTED PRODUCT (To increase the size or value of something by adding something to it)

Ambience: (when the qualities of a place and the way it makes you fell.) Central Air-conditioning Automation equipments (X-Ray Scanners, Printers, Photo Scanners, etc)

Biswajit

Supplementary Services

Blueprint….22

Customer Relationship Management (CRM)

Vision

Single Bed room Cabin

Ambulance

Waiting room

Canteen Patient waiting room

Housekeeping

CIMS International Patient Services Team will take care of the following:

Appointment Scheduling Treatment Packages in Advance Visa Assistance* Airport Pick-n-drop facility Hotel reservations assistance International newspapers Ambulance pick-up, if required Assistance for dining services Follow-up assistance for future appointment

schedule after discharge

Testimonial (Believes is True)

Our stay at the Hospital has been excellent. Our room has been kept clean by men and women who were

very charming and who take their work seriously with a lot of humbleness. (Nurse & Housekeeping)

This group of people was a team that demonstrated to us the warmth of this place.

This team of Doctors was just wonderful. They were more than what I have ever seen before.

Patient & Relative: Healthy stay

INNOVATIONS IN HOSPITAL INDUSTRY

• Auto check-in and check out• Specialty hospitals• Aromatherapy at Apollo.• Biventricular pacing.• Bone bank at AIIMS.• Hospital administration.• Medical records management.• Oxygen under pressure treatment at Apollo.• Waste management.• Telemedicine.• Virtual Hospitals

TECHNOLOGIES IN HOSPITAL INDUSTRY

• Same day OPD• Online reports• Imaging/ MRI Scan• Key Hole Surgery• Medical transcription• Biotechnology• Nanotechnology• SST: Self checking Machines/ equipments

MEDICAL TOURISM

PROBLEMS FACED BY THE INDUSTRY

• Low public spending on health• Lack of adequate beds in the hospitals• Lack of emphasis on prevention• Enforcing standards of medical care rendered by

hospitals and private health practitioners• Extremely low bed : people ratio• Dominated by Government and Charitable Hospitals.• IMPORTANT : More research, awareness and

communication and greater public involvement in understanding health issues.

shot view about the poor scenario...

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1. When Doctors are not available ….!! Kolkata..

2. Less awareness !! Don't even know what kind of disease it is……..!! Bihar..

3. Lack of adequate beds in the hospitals…. !! Shiliguri (Tripura)

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4. That old lady was asked to fill up the form before her daughters treatment, But is it necessary when the critical situation arises ? Rajasthan…

6.Wastage

5. Social norms: (not able to share their views towards the male doctor.)

Rajasthan

7. Result: Poor Health

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8. Gender bias : Why should I abort my child girl ? Delhi, Mumbai, Punjab

9. Yes, I am illiterate , so that you will give me the medicine with expire date ? ……………………….Jharkhand

11.People like them selling the Drugs ..! Kolkata ………

10. Unnecessarily selling of pain killer ..ultimately destroying our immunity !!

In few words... “Conclusion”

The Indian healthcare sector can be viewed as a glass half empty or a glass half full. The challenges the sector faces are substantial, from the need to improve physical infrastructure to the necessity of providing health insurance and ensuring the availability of trained medical personnel with the opportunities available equally.

“Being Human, because we are social animal and we need each other”

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Smiling is the Best Medicine, So, Keep smiling & Be stress free and

Healthy....!

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After all ………..!

Living in the favourable and unfavourable situation is called"PART OF LIFE",

But smiling in all those situations is called"ART OF LIFE".

THANK YOU FOR

YOUR PATIENCE

Any Question ????