STUDY OF MAJOR PLAYERS IN HEALTHCARE SECTOR

MOHD. SAJJADMD. ASHIFMOHD. FAIJFIROJMOHD. KASHIF

SERVICES Before starting our discussion on major

players in healthcare one should know what services are and why they are so important for us.

A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may not be tied

to a physical product

IMPORTANCE OF SERVICES The service sector is going through revolutionary

changes, affecting the way in which we live and work, dramatically.

New services are continually being launched to satisfy the existing needs and to meet needs that we did not even know we had.

Services sector comprises a wide array of industries that sell to individual consumers and business customers, as well as to govt. agencies and non-profit organizations.

In US around 78% of the GDP is contributed by the services sector.

In India, the contribution of Services is also increasing and has reached around 60%.

HEALTHCARE SERVICES Healthcare is a very important part of services

sector. It includes all the hospitals and other doctors clinic that we come across in our day to day life.

Health care (or healthcare) is the diagnosis, treatment, and prevention of disease, illness, injury, and other physical and mental impairments in humans. Health care is delivered by practitioners in medicine, chiropractic, dentistry, nursing, pharmacy, allied health, and other care providers. It refers to the work done in providing primary care, secondary care and tertiary care, as well as in public health.

BASIS OF STUDY For the purpose of this study we have chosen

three major players of the healthcare sector at random. The names of them are as follows:

Hospital Fortis

Apollo

Medanta

FORTIS HEALTHCARE Fortis is not very old in India. It was

established in 2001 by Dr. Parvinder Singh. It is headquartered in New Delhi, India.

It is an established chain of super specialty hospitals based in Delhi also available in Kolkata, Navi Mumbai, Jaipur, Chennai, Kota, Bangalore. And also in Singapore.

Now we will discuss the 7 Ps of marketing of services of Fortis in the following slides.

7 PS PRODUCT ELEMENTS

The basic product of any hospital is its healthcare services and Fortis is doing really well in this area. Fortis is equipped with machines and tools of international standards. Doctors are also well educated and experienced.

PLACE AND TIMEFortis is located in Kolkata, Navi Mumbai, Jaipur, Chennai, Kota and Bangalore in India. Hence fortis believes in providing time utility to its patients.

PROMOTION AND EDUCATIONThough Fortis don’t advertise but promote itself by other ways like being a part of big movies like “3 idiots”.

PRICE AND OTHER OUTLAYSThe prices of different services of Fortis are different and Fortis escorts are relatively high as it is targeted towards higher and upper middle class of the society.

PHYSICAL ENVIRONMENTFortis gives a lot of importance to providing best physical environment to its patients. It takes proper care of hygiene, dress of staff, security and infrastructure.

PROCESSThere is processes defined for almost all the activities for e.g. there is process for appointment, for admitting, for discharge etc.

PEOPLEAs healthcare is a people processing service and the quality of the service depends much on the quality of the service personnel. And Fortis always appoints quality staff that results in great result.

STP OF FORTIS

SEGMENTATION• Segmentation

is on the basis of income. Or you can say on demographics.

TARGETING• The target

market of Fortis is the upper end of the division i.e. higher class and upper middle class.

POSITIONING• Fortis position

itself as a integrated healthcare delivery system.

APOLLO HOSPITALS Apollo hospital was founded in 1983 by

Prathap C. Reddy. Apollo is private healthcare provider in Asia

with hospitals in India, Sri Lanka, Bangladesh, Ghana, Nigeria, Republic of Mauritius, Qatar, Oman and Kuwait.

Now we will discuss 7Ps of service marketing in respect to Apollo hospital.

7 PS PRODUCT ELEMENTS

The healthcare services are well known for its quality. The machines and equipments are also of international standards.

PLACE AND TIMEApollo hospitals are located in The United States, the United Kingdom, and four centers in India (Hyderabad, New Delhi, Chennai and Coimbatore). Hence provides place and time utility to its customers.

PROMOTION AND EDUCATIONThe major part of promotion by Apollo hospitals is in form of education. Apollo is awarded with JCI(Joint Commission International) and DCSC(Disease- or Condition-Specific Care) certifications.

PRICE AND OTHER OUTLAYSThe pricing of Apollo’s services is according to its quality and hence is high so is targeted towards high and upper middle segment. The hospital provides five star hotel facilities to its customers and charge equally high for them.

PHYSICAL ENVIRONMENTThe physical environment of Apollo hospital is more or less same as Fortis. They have good infrastructure, properly and neatly dressed, good food and five star facilities.

Process:Like any other big hospital Apollo has well laid process for appointment, for admitting, for discharge etc.

People:The people who interacts with clients(patients) includes nurses, ward boys and most important the doctors are well qualified for their work. And hence increases the value of the service provided by them.

STP OF APOLLO

SEGMENTATION

TARGETING

POSITIONING

Medanta was founded by eminent cardiac surgeon, Dr. Naresh Trehan, the institution has been envisioned with the aim of bringing to India the highest standards of medical care along with clinical research, education and training.

It has 1250 beds and over 350 critical care beds with 45 operation theatres catering to over 20 specialties.

Now we will discuss the 7 Ps.

MEDANTA MEDICITY

7 PS Product elements

The product of Medanta is same as others in the field but the quality makes it different. Though Medanta is not very old but in less time only it has made its place in this field only by serving well.

Place and Time Medanta is located in Gurgaon, a bustling town in the National Capital Region.

Promotion and EducationMedanta donot believe in advertising but there are number of press releases by Medanta in recent past that makes people aware about it

Price and Other Outlays:The pricing strategy of Medanta is at par with others in the same field. But one thing is notable and that is Medanta through its research integrates modern and traditional forms of medicine to provide accessible and affordable healthcare.

Physical environment:Medanta houses six centers of excellence which will provide medical intelligentsia, cutting-edge technology and state-of-the-art infrastructure with a well-integrated and comprehensive information system. The building, rooms, staff and its equipments itself tell about its quality.

Process:As stated earlier in case of others Medanta also have well laid process for appointment, for admitting, for discharge etc.

People The Medicity brings together an outstanding pool of doctors, scientists and clinical researchers to foster collaborative, multidisciplinary investigation, inspiring new ideas and discoveries; and translating scientific advances more swiftly into new ways of diagnosing and treating patients and preventing diseases.

STP OF MEDANTA

•Medanta also segments the whole market on demographics and specifically on income basis.

SEGMENTATION

•The target market of Medanta is the upper middle class as it try to provide latest equipments at affordable prices.

TARGETING

•It positions itself as most advanced technology and state of art treatment facilities to deliver health care at affordable prices.•Slogan is “DEDICATED TO LIFE”

POSITIONING

CONCUSION Through whole of this I conclude healthcare

services is lifeline of all of us and every unit of this sector has its own pricing, specialties and importance.