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SOM - Apollo Case - Group 6

This document discusses the strategic service vision for Apollo Hospitals of India. Key points include: - Expanding through licensing Apollo's name to doctors and entrepreneurs and related businesses like insurance. - Establishing five star standards for medical personnel, technology, employees, value and hospitality. - Targeting individual consumers, referring doctors, and corporations as key market segments. - Maintaining good relationships between consultant doctors and administrators as critical to the business. The summary covers the high level purpose, expansion strategies, service standards, and target markets discussed in the document in under 3 sentences.

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Manoj Kumar Singh
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44 views

SOM - Apollo Case - Group 6

This document discusses the strategic service vision for Apollo Hospitals of India. Key points include: - Expanding through licensing Apollo's name to doctors and entrepreneurs and related businesses like insurance. - Establishing five star standards for medical personnel, technology, employees, value and hospitality. - Targeting individual consumers, referring doctors, and corporations as key market segments. - Maintaining good relationships between consultant doctors and administrators as critical to the business. The summary covers the high level purpose, expansion strategies, service standards, and target markets discussed in the document in under 3 sentences.

Uploaded by

Manoj Kumar Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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APOLLO HOSPITALS

OF INDIA

Group no 6
Amrita: PGP/18/ 232
Manpreet: PGP/18/145
Manoj: PGP/18/199

Strategic Service Vision For Apollo


Hospital Madras
Creation of Indian
hospitals corporation
as a consulting
service

Leveraging
companys expertise
in hospital
management

Expansion through
licensing Apollos
name to doctors and
entrepreneurs

Expansion through
related businesses
like insurance and
medical care in the
form of Health
Maintenance
Organization

Five stars medical


personnel, medical
technology,
employees, value and
hospitality

Establish knowledge
centres for sharing
experience in medical
services

Target market
individual consumers,
referring doctors and
corporations

Maintaining
relationship between
consultant doctors
and administrators as
the are the most
critical part of the
business

Medical Personnel &


Technology content
with colleagues and
technology used.
Should focus on
upgrading technology

Expansion in abroad
countries through
joint ventures or on
its own

Targeting global
medical patients from
asia and countries

Strategic Service
Vision
Target Market
Segment
patients who could
pay for the
medical care
mainly middle
class and upper
class people
Corporates which
took mass medical
care benefit
schemes for its
employees

Service Concept

Operating Strategy

To provide the
most advanced
medical care at
high quality and
with a human face
5 Stars: Medical
Personal, Medical
technology,
employees, value
and hospitality
Advanced therapy
and surgery for
patients with
advanced or
complicated
medical problems

Consultant doctors
operated on feefor-service basis.
Rent for the rooms
in which they saw
patients was paid
to apollo
Doctors were free
to serve in other
Hospitals also

Service Delivery
system
Provided six
categories of
rooms ranging
from General ward
to Super Deluxe
Develop long term,
trusted relations
with patients by
encouraging
awareness of
preventive
healthcare
Good relationship
with referring
doctors (who
provided primary
care) and referred
patients to
Apollo for Tertiary
care
Effective
application of the
latest medical
technology
Full Utilization of
the medical
equipment

Strategic Service Vision Integrative elements


Positioning
Top quality Doctors
both in-house and
consultants
Focus on Advanced
therapy & surgery

Value/CostLeveraging
Apollo tried to reduce
total cost of care
below the nursing
homes & other
hospitals
Equipment utilization
Quality Assurance
Value for money and
complete satisfaction
Enhanced hospitality

Strategy/System
Integration
Resolving conflicts
between
administration and
consultants
byforming
committees of doctors
&administrators

Can you claim it as an breakthrough Venture?


It can be claimed as a break through venture given
the Indian context
Pioneering medical services
State of art facilities

Why did the Apollo Venture fail in Hyderabad?


What was done to improve the situation?
Apollo Hyderabad was
positioned same as Apollo
Madras ; but Hyderabad city
already had some repudiated
private hospital
Positioning

MRI facility was not


available ; less
committed consultants,
poor quality on non
medical areas, Price
sensitive customers

Engagement with less


famous doctors and
consultants

Healthcare
facility for
corporate
employees
Tie up with
corporations

Value leverage Strategy


Integration
Public
acknowledgemen
t of achievement
of doctors and
consultants
Provided extra
benefit such as
overnight stay for
outstation
patients

Increased capacity for


regular demanded
medical services such
as laproscopy and
cardiac surgery
Opening of satellite
facility to cover larger
geographical area

How would they deal current business expansion


dillema of future of Apollo?
ISSUES

The Indian Hospital Corporation as a consulting group does not have much
expertise to manage high quality infrastructure and network

licensing the Apollo name to group of doctors and entrepreneurs as long as


they retained IHC to manage facility according to Apollo's standard but as
individually it is difficult

Could not invest all its money it needs money and need expertise from
others like business or any venture capitalist

Organizing and becoming more efficient and hi tech in industry Apollo's


HMOs (health maintenance organization )would be first in India, But
managing HMO would require careful balancing of patient and medical
needs of cost of care

Building a network of high quality medical facilities require to build new


hospitals and medical centers at rapid rate that require capital of land
construction, equipment

How would they deal


Revenue Generation
Building own hospitals and licensing would give more influence over
quality at more facilities across the India.Apollo licensed medical
centers also provide referrals for the super specialty hospitals, while
managers thought it may not be profitable but IHC has already
anticipated hiring master degree professionals
Point of sell
The Apollo health maintenance organization HMO is first of its kind in
India modeled on HMOs it will charge only fixed premium annual
basis and provide all medical care
Work with locals
Working with local partners would enable Apollo to share financial
risk while maintain quality
Using information to categorize the customer
like grade customers on how profitable their business is.

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