SERVICE SECTOR MANAGEMENT

HOSPITAL INDUSTRYMade by:- BINAY SHUKLA (21)

ANURAG SINGH (22)

MANOJ SONI (23)

JYOTI VERMA (24)

SHAILESH YADAV (25)

INTRODUCTION OF HOSPITAL

INDUSTRY

The Hospital Industry originated in the 437 B.C. in

Srilanka.

Hospital Industry was one of the oldest industries in the

world.

It was widely spread in the world.

Hospital includes many things.

For example diagnostic centre, birth centre, pharmacy

centre etc.

INTRODUCTION OF APOLLO HOSPITAL

First corporate hospital in 1983 in Chennai.

One of the largest group in Asia.

Owns & manages 41 hospitals in & around India & has a

total capacity of 7000 beds.

Declared as a ‘ Centre of Excellence’ by the Government

of India.

First Indian Hospital to receive the ISO 9002 and ISO

14001 certifications.

MARKETING MIX OF APOLLO INDUSTRY

MARKETING MIX

PEOPLE

PRODUCT

PLACEPRODUCTIVITY

PRICE

PROMOTIONPHYSICAL EVIDENCE

PROCESS

PRODUCT

AUGMENTED

POTENTIALEXPECTED

CORE

PRODUCT CONT…..

Core Expected Augmented Potential

Diagnosticservices

Hygiene levels Renownedconsultants

Robotic

surgery for cancer

Emergencyservices

Cleanliness Dress code of staff

Elevators Air conditioner

Ambulance Babysitting

PRICE

PRICING STRATEGIES

PLACE

The place part of the marketing mix is where the

customer receives the product or service.

Place in case of services determine where is the

service product going to be located.

Nature of Service.

Nature of Interaction.

Dependency on other services.

PROMOTION

QUALITY OF TREATMENT MEDICAL CAMP WORD OF MOUTH PUBLICITY

PEOPLE All human actors who play a part in service

delivery and thus influence the buyer’s

perceptions.

For e.g.:-

Physical evidence Physical evidence refers to the environment in

which the service is assembled and in which the

seller and customer interact, combined with

tangible commodities that facilitate performance

or communication of the service.

PROCESS

Service process is the way in which a service is

delivered to the end customer.

Process is something related to:

How do people consume services?

What processes do they have to go through to acquire the services?

Service itself.

Location of service delivery.

Degree of divergence.

PRODUCTIVITY Reliability: Perform promised service dependably and accurately.

Example: receive mail at same time each day.

Responsiveness: Willingness to help customers promptly.

Example: avoid keeping customers waiting for no apparent

reason.

Assurance: Ability to convey trust and confidence.

Example: being polite and showing respect for customer.

Empathy: Ability to be approachable.

Example: being a good listener.

Tangibles: Physical facilities and facilitating goods.

Example: cleanliness.