SERVICE MARKETING PRESENTATION ON APOLLO HOSPITAL.

BY,SASI REKHA. S

INTRODUCTIONFirst corporate hospital 1983- ChennaiLargest healthcare group in Asia.It owns and manage 41 hospitals in and around

India and has a total capacity of 7000 bedsDeclared as a Centre of Excellence by the

Government of India27,000 heart surgeries with a success rate of

99.6% on par with global standards.70% success rate in Bone Marrow Transplant &

Total Knee ReplacementFirst Indian Hospital to receive the ISO 9002

and ISO 14001 certifications.

7 P’S OF APOLLO HOSPITALPRODUCTPRICEPLACEPROMOTIONSPEOPLEPHYSICAL EVIDENCEPROCESS

1.PRODUCTApollo hospital has more than 53 branches

across the country.

Best for heart problems and Knee and Hip replacement surgeries besides other major ailments.

The specialties include:Heart, Orthopedics, Spine, Cancer

Care, Gastroenterology, Neurosciences, Nephrology & Urology Critical care.

PRODUCT = SERVICEPRODUCT CONCEPTUAL MODEL

CUSTOMER BENEFIT CONCEPT:Assurance of Best treatment, Cure, Reliability on

the brand of Apollo.SERVICE CONCEPT:

Medical Care.SERVICE OFFERED:

Specialized in Heart Problems, Knee & Hip replacement surgery, All medical Treatments.

SERVICE FORM:Online Medical Service, More than 53 branches

across the country, Apollo 24 hours pharmacy, Ambulance.SERVICE DELIVERY:

Ambulance services, Nurses & Doctors, Brothers & Sisters.

2. PRICE

The hospital is priced premium and it can afford to do the same because of its positioning and its assurance as well as the reliability on the brand of Apollo hospitals.

It also helps that there are so many locations and specialties in Apollo hospitals.

Thus a patient is reassured of his well being.

3. PLACEApollo Hospitals has around 8500 beds

across 53 hospitals in India and overseas.

It is located in 15 different places across India which include Ahmadabad, Aragonda, Bangalore, Bhubaneswar, Bilaspur, Chennai, Delhi, Hyderabad, Kakinata, Kolkata, Madurai, Mauritius, Mysore, Noida.

It is located internationally in Nepal, Bhutan, Bangladesh, Srilanka, Kuwait.

4. PROMOTIONApollo promotes itself through the Community

Initiatives viz:SACH  - Save a Childs Heart

CURE - Extends preventive as well as rehabilitative cancer treatment to the economically backward.

 SAHI - Society to Aid the Hearing Impaired

DISHA - Distance Health care Advancement Project

PROMOTIONAL ACTIVITIES

25TH YEAR OF TOUCHING LIVES

CONT..Apollo Hospitals brings in Robot-assisted

Bariatric Surgery.Conquering Breast Cancer - A Panel

Discussion organized by Apollo Cancer Institutes on the occasion of International Women's Day !

Women's Health Screening Camp, organized by Apollo Hospitals Delhi, inaugurated and a special issue of Apollo Life launched by Smt. Sheila Dikshit, Chief Minister, New Delhi.

5. PEOPLECurrently engages more than 19,000 doctors,

nurses, paramedics, clinical staff and management professionals to manage over 8500 beds across 53 hospitals in India and abroad.

Along with this Apollo Hospitals has several courses along with research facilities to facilitate innovation.

6. PHYSICAL EVIDENCEPERIPHERAL EVIDENCE:

Membership cardsHealth check up Packages.Test ReportsDoctors Prescription

ESSENTIAL EVIDENCE:Ambiance

Apollo Hospital has been know for its quality health care services, at much affordable price.

Provides the services for all the ailments &diseases, assuring the healthy recovery with quality care from the staff.

7. PROCESSPEOPLE POCESSION PROCESS &

INFORMATION PROCESS:The largest achievement of the Apollo Group

has been to take quality health care to across the length and breadth of India.

This operation in itself involves very established procedures and documentation.

“Apollo hospitals is NABH, NABL accredited and also has ISO 9002 award”

SERVICE MARKETING TRIANGLE

HOSPITAL

DOCTOR PATIENT

INTERNAL

EXTERNAL

INTERACTIV

E

Cont..Company: Here, the hospital is the company

that dreams up an idea of service offering (treatment), which will satisfy the customer’s (patient’s) expectations (of getting cured).

Customer: The patient who seeks to get cured is the customer for the hospital as he/she is the one who avails the service and pays for it.

Cont..

Provider: Doctor, the inseparable part of the hospital is the provider, as he/she is the one who comes in direct contact with the patient. The reputation of the hospital is directly in the hands of the doctor. A satisfied patient is a very important source of “word of mouth promotion” for the organization.

LINE OF VISIBILITY

Operation Theatre: - All the operations are recorded

and filed.- Replacement parts are

transparent to the clients.

SERVICE ENCOUNTER

HIGH CONTACT SERVICE

SERVICE OPERATIONVISIBLETANGIBLE

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