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Marketing Functions of Fortis Mar11 - New

Fortis Healthcare Limited is a large Indian hospital chain operating 39 hospitals across India with over 5000 beds. The presentation provides an overview of Fortis, including its history and milestones since 2001, future expansion plans, a SWOT analysis, and strategies for products, place, promotion, and competitive pricing. Fortis aims to provide world-class healthcare facilities at marginally lower prices than competitors to become a leader in quality and value. Within a decade, Fortis has expanded significantly nationwide and gained trust by offering affordable services through healthcare clinics and packages.

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Rajesh Krishnan
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69 views

Marketing Functions of Fortis Mar11 - New

Fortis Healthcare Limited is a large Indian hospital chain operating 39 hospitals across India with over 5000 beds. The presentation provides an overview of Fortis, including its history and milestones since 2001, future expansion plans, a SWOT analysis, and strategies for products, place, promotion, and competitive pricing. Fortis aims to provide world-class healthcare facilities at marginally lower prices than competitors to become a leader in quality and value. Within a decade, Fortis has expanded significantly nationwide and gained trust by offering affordable services through healthcare clinics and packages.

Uploaded by

Rajesh Krishnan
Copyright
© Attribution Non-Commercial (BY-NC)
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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ITM Matunga -Batch 37

Ameeta ,Rajesh, Bhaskar, Sagar and Sachin on :

FORTIS HOSPITAL
FORTIS Hospitals
Outline of Presentation
 Introduction
 Overview
 Milestones
 Future Plan
 SWOT Analysis
 Product Strategy
 Place Strategy
 Promotion Strategy
 Price Strategy
 Conclusion
 Thank You
INTRODUCTION
 Since its establishment in 2001, Fortis Healthcare Limited (FHL), a
New Delhi-based corporate hospital, gained remarkable brand
reputation in a short span of time. It operated through multi-specialty
hospitals, providing healthcare in key specialty areas like cardiac
care, renal care, neuro-sciences, orthopaedics, etc.
 The group operates 12 hospitals at Mumbai, Bangalore, and Kolkata.
With 39 hospitals across the country, over 5000 beds and 48000
surgical procedures in the last year alone.
 Fortis’ strategic stake in Super Religare Laboratories Ltd
Overview
Milestones
Future Plans
SWOT Analysis
 STRENGTHS :-
 Lower delivery cost.
 World class facilities.
 India is very well placed to tap the growing
 Potential of the healthcare sector.

 WEAKNESSES:-
 Increasing cost of curative medical services.
 Limited health benefits to employees.
 Limited number of quality medical institutions
SWOT ANALYSIS
 OPPORTUNITIES:-
 Healthcare industry is the world's largest industry with total
 revenues of approxUS$ 5.33Trillion (2009).
 Medical Tourism in India will be one of the major sources for
 foreign exchange.

 THREATS:-
 Poor public infrastructure.
 Inflation.
 Medico legal jurisdictions.
 Country specific restrictions
Product Strategy
 Telemedicine

 Corporate Services

 Short Stay Surgery Programme

 Business Strategy
Place Strategy
• Within a little over 9 years, Fortis Healthcare has grown as one
of the largest and internationally recognized healthcare chain,
with an unparalleled network of hospitals and a presence in
three major metropolitans of India across Mumbai, Bangalore
and Kolkata.
• In view of the high incidence rate of heart disease in Punjab,
Fortis launched its first hospital in Mohali as a cardiac centre-
Fortis Heart Institute 200-bed hospital.
 Acquired 49% stake in Malar hospital, Chennai
 Launched multi super specialty hospital in Vashi & Greenfield
multi-specialty hospital in Shalimar Bagh.
 FIIMBS Medicity Gurgaon will have a focus on trauma,
oncology, mother and child care, cardiac care, orthopaedics,
organ transplants and neuro-sciences(first phase -350 beds)
Promotion Strategy
• Promotion Vans
• Extensive ads and hoardings
• Free clinics ( Poor & rural areas)
• Road shows & awareness weeks
• Acquisition of Escots, Park-Way and Malar group of hospitals.
• Tie up with Corporate (Non Cash basis)
• Tie-up with Bollywood
• Set up a low cost hospital in Mohali to facilitate the non-urban poor in
the region.
• Celebration of World Cancer Day .
• Set up blood donation camps in different colleges and NGO’s.
• Has signed an agreement with the Republic of  Burundi.
• Use of Face book and Twitter
• International patient’s services division
Price Strategy

 When compared to its competitors FORTIS, maintains a stable


price policy and there is a very marginal difference when it
comes to the amount charged for the services rendered among
its competitors. It promises to provide better services at
marginally lower price than its competitors. Thus it became a
price-quality leader in the healthcare segment.

 The price revision in the healthcare clinics is calculated by


estimating the average no of patients per department and the
departmental maintenance cost and then this calculation is done
keeping in mind all the departments thereafter which the
revision is brought about.
Price Strategy

 When compared to its competitors FORTIS, maintains a stable


price policy and there is a very marginal difference when it
comes to the amount charged for the services rendered among
its competitors. It promises to provide better services at
marginally lower price than its competitors. Thus it became a
price-quality leader in the healthcare segment.

 The price revision in the healthcare clinics is calculated by


estimating the average no of patients per department and the
departmental maintenance cost and then this calculation is done
keeping in mind all the departments thereafter which the
revision is brought about.
Price Strategy

 The price of surgeries is also subsidized according to the income


groups. FORTIS came up with health check packages with
discounts for females above 40 years old and senior citizens .

 An overview of the health check packages is given below


Conclusion
 Within a decade of its inception Fortis has made huge strides in terms
of providing services.
 With low cost hospitals, affordable services by healthcare clinics,
health packages it gained the trust of the people within a very limited
time competing with old trustworthy service players like Apollo,
Wockhardt etc.
 It has created an image for itself as a healthcare unit which provides
high quality services at an affordable price. Fortis healthcare limited
in years to come, with stake in Parkway healthcare would be high
quality and trustworthy health care service provider not only in
India but all over the world.
THANK YOU

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