SERVICE MARKETING IN HEALTHCARE SECTOR
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The healthcare sector in India is governed by the Ministry of Health and Family Welfare. It has a total value of more than $40 billion and employs 8 million people directly and indirectly. Between 2000-2011, the sector grew by 9.8% annually. However, corporate hospitals constitute less than 1% of all healthcare institutes. An investment of $14.4 billion is needed by 2025 to increase India's bed density to at least two per thousand population.
SERVICE MARKETING IN HEALTHCARE SECTOR
- 1. Presented by – Sweta Leena Panda Id – FMS/MBA/2015-17/000308
- 2. Healthcare 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 2000-2011 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
- 3. Healthcare 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 2000-2011 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
- 4. HOSPITAL DOCTOR PATIENT Service marketing triangleHospital Industry Service Characteristics Intangibility (High) Association Physical representation Documentation Perishability (High) Peak time Essential Services Inconsistency (High) Quality of service offered differs from one extreme to another. Variability (Low) Training to doctors Customers experience Inseparability (Low) Training of internal employees Innovational services Characteristics
- 5. Brand Colors Product PromotionPlace • Emergency services • Ambulance services • Diagnostic services • Pharmacy services • Causality services • Master health check up • Executive Health check up • Health care hospitals have around covered area . • Perfect location • How many hospitals all over India . • Ethical healthcare service and Creating a pleasant environment for patients. (Word of mouth advertisement) • Paper & television advertisements. • Web pages & online e channeling facility. • Articles
- 6. Brand Colors Price Physical evidence People • Price usually depends on treatment prescribed by the respective consultants and the facilities offered to the patient. •Motivating employees to be efficient, dedicated and loyal to the organization. Offering regular on-job training of employees to ensure continuous improvement in health care. Utilizing services of professional competent medical consultants. Use of latest technology. • The Joining Phase • The Intensive treatment Phase • The detachment Phase • Feedback 7 P’s OF SERVICE • Physical evidence is the environment in which the service is delivered with physical or tangible commodities and where the hospital and the customer interacts.
- 7. HOSPITAL DOCTOR PATIENT Service marketing triangle Treatment of human ills Hospital Industry Service Levels of products Augmented Expected Product Core product Ambience: Central Air-conditioning Automation equipment's (X-Ray Scanners, Printers, Photo Scanners etc. Canteen , ATM ,Wifi ,Laundry ,Chemist Infrastructure to support reasonable number of beds Operation theatres Equipment's – like Cardio- respiratory supportive equipment Treatment of human ills
- 8. HOSPITAL EMPLOYEES PATIENT Service marketing triangle Medical Personnel Medical Technology Values Hospitality Materials and Garments Catering Departments Official Laundry Laboratories Registration and indoors case records Store Management Transportation Management Mortuary Arrangement Engineering and Maintenance service Rehabilitation center Physio therapy Speech therapy Dr-addiction and mental health
- 9. Zone of tolerance Desired Service Adequate Service Zone of Tolerance Predicted Service Explicit Service Promises Implicit Service Promises Word-of-Mouth Past Experience Less More Less Less Tolerance Level Zone of tolerance Adequate Service Desired Service Less
- 11. Gap Analysis Hospital Administration thinks that patients want better food but patients are more concerned with nurse and doctor’s responsiveness 1 Management perception Patient Expectation In Hospital, Compounders are ordered to give a fast service but in how much time specification it is not mentioned. 2 Service Quality Specification Management Perception
- 12. It is seen in Hospitals that there are some unskilled Compounders and nurses which are giving services to the patient. 3 Service Delivery Service Quality Specification There is few GAPS in between Service Delivery and External Communication (Over promising) 4 External Communication Service Delivery Gap Analysis
- 13. HOSPITAL DOCTOR PATIENT Service marketing triangleStrategies for shifting demand to Match capacity in Hospital Industry Stretch time, labor, facilities and equipment. Cross-train employees. Request overtime work from employees. • Schedule employee training. Demand Too High Demand Too LowFlex Capacity Take care of loyal or “regular” customers first. Charge full price for the service- -no discounts. • Use advertising to increase business from current market segments. • Modify the service offering to appeal to new market segments. Demand Too High Demand Too LowShift Demand
- 14. HOSPITAL DOCTOR PATIENT Service marketing triangleDimensions of service quality in Hospital Industry Least Important factorsMost Important factors Reliability Assurance Tangibles Responsiveness Empathy
- 15. Arrive at hospital Go to ward or emergency Receiving treatment Receive medicine Interim Bill payment Getting food under observation Check in Final payment discharge HOSPITAL STRETCH OR WHEEL CHAIR ELEVETOR . STAIRS /ECU LABORATO RY MEDICINE DELIVARY TRAY REGESTRAT ION BILL DESK Enquiry help desk Examine by doctors Provide diagnostic report Proving nursing care Taking payment Provide prescribe fund Transfer patients to respective ODP or ward Process discharge Preparation to patient to ward Maintenanc e machinery House keeping Preparing food Account Department Doctor certification Registratio n system Billing Line of Interaction Line of Visibility Line of Inter Interaction Hospital Industry Blue Print