Apollo Hospitals Final

8/2/2019 Apollo Hospitals Final

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Indian Healthcare Sector

The healthcare industry includes medical care providers, physicians, specialist clinics, nursing

homes, hospitals, medical diagnostic centres and pathology laboratories. In terms of revenue and

employment, healthcare is one of Indias largest service-sector industries. During the 1990s,Indian healthcare grew at a compound annual rate of 16%. Today the total value of the sector is

more than $34 billion. This translates to $34 per capita, or roughly 6% of GDP. By 2012, Indias

healthcare sector is projected to grow to nearly $40 billion.

The Indian healthcare sector constitutes of the following:

Medical care providers: Physicians, specialist clinics, nursing homes and hospitals;

Diagnostic service centres and pathology laboratories;

Medical equipment manufacturers;

Contract research organizations (CRO's), pharmaceutical manufacturers;

Third party support service providers (catering, laundry);

Hospitals serve an important function in India's healthcare system. They provide in-patient and

out-patient services and also support the training of health workers and research. Indian hospitals

can be broadly classified as public hospitals, private and not-for-profit hospitals. Corporate

hospital chains that provide tertiary healthcare services in large towns and cities have also been

established. The public healthcare system consists of healthcare facilities run by the central and

state government which provide services free of cost or at subsidized rates to low income group

in rural and urban areas.

Healthcare spending in India accounts for over 5 per cent of the country's GDP. Out of this, the

public spending in percentage is around 1 per cent of GDP. The presence of public health care is

not only weak but also under-utilized and inefficient. Meanwhile, private sector is quite

dominant in the healthcare sector. Around 80 per cent of total spending on healthcare in India

comes from the private sector. Inadequate public investment in health infrastructure has given an

opportunity to private hospitals to capture a larger share of the market. In addition the demand

for hospital services has been increasing due to the rise in lifestyle related diseases.

Initially the government imposed high custom duty on imported medical equipment making it

difficult for private entrepreneurs to set up hospitals. But in post liberalization the duties have


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come down and some lifesaving medicines. Moreover, the introduction of product patents in

India is expected to boost the industry by encouraging multinational companies to launch

specialized life-saving drugs.

Market Drivers of Health Care Sector:

Rising Health awareness; Shift to lifestyle related diseases; Increasing government expenditure on health care sector; Health insurance sector is also on the rise; Private sector companies are growing fast in terms of owning and managing hospitals; Growth in medical tourism; Cost effective surgical services. According to report, the cost of surgery in India is just

about 10% of that in USA; Gradual corporatization of the Healthcare sector.


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INTRODUCTION TO APOLLO HOSPITAL

Apollo Hospital founded in 1983 by Dr.Prathap C Reddy, in Chennai with 150 beds. Presently it

has 8717 beds, 54 hospitals which operate within & outside India (Asia & Africa). It is largesthealthcare group in Asia with its exceptional clinical success rates offering Centuries old

tradition of Eastern care and warmth. It has served till date 19 million patients from 55 countries

with its multispecialty tertiary care facilities. The legacy of touching lives stems from the four

pillars of its philosophy - experience, excellence, expertise and research.

It have Centres of excellence in Cardiology, Cardio-thoracic surgery, gastroenterology,

Orthopaedics & joint replacement surgery, neurology, critical care medicine, nephrology,

oncology, hand & micro surgery & reproductive medicine

Values: Theconfluence of seven values results in a ray that represents Apollos leadership in

Indian Healthcare. A ray that is the beacon for millions looking for a cure looking for hope.

Innovation Ownership Patient centric Quality Teamwork Compassion Respect for all


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Apollos Milestones:

1986 Medical insurance scheme was introduced along with united IndiaInsurance co. Ltd.

199324 hour ambulance service1994state of the art cancer hospital in Chennai was inaugurated1996Apollo nursing collegeLate 90s Apollo heart and kidney hospital in Vishakhapatnam2000 - Apollo Aragondafirst telemedicine facility in the country.2002- First med initiative in ChennaiNationwide single emergency number1066SACH The save a childs heart initiative, which provides quality paediatric

cardiac care to children from underprivileged sections of society.

2007first functional health city in Asia2008 - Apollo Reach hospitals for smaller urban centres and rural India. 201053rd hospital of the group launched

A day at Apollo hospitals:

1. Over 700 Admissions2. Over 6,000 Outpatient Volumes3. 200 Critical Care Cases4. 120 Key Cardiac Procedures5. 50 Neuron Surgeries6. 400 Dialysis7. Over 40,000 laboratory tests


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Major Achievements of Apollo Hotels

Apollo Hospital, Chennai is the first Indian hospital to be awarded the 1S0 9002 and ISO14001 Certifications.

Apollo Hospital, Chennai is the first Indian hospital to introduce newer techniques incoronary angioplasty, stereotactic radiotherapy and radio-surgery (for CNS tumours).

Apollo Hospital, Chennai is the first to perform liver, multi-organ and cord bloodtransplants in India.

Apollo Hospital, Delhi is first Indian hospital to receive the Joint CommissionInternational (JCI) USA accreditation-the gold-standard in hospital certifications

worldwide.

Apollo Hospital, Delhi performed the first successful liver-kidney transplant in the Indiansub-continent.

Apollo & its services offered:

Apollo Hospitals Group, today, is an integrated healthcare organization with owned and

managed hospitals, diagnostic clinics, dispensing pharmacies and consultancy services. In

addition, the groups service offerings include healthcare at the patients doorstep, clinical &

diagnostic services, medical business process outsourcing, third party administration services

and health insurance. To enhance performance and service to customers, the company also

makes available the services to support business, telemedicine services, education, training

programs & research services and a host of other non-profit projects.

Infection control programme Apollo Reach hospitals: for smaller urban centres and rural India. Apollo health & lifestyle limited: Launching Apollo clinics all over the country with

100 over clinics to address day-to-day healthcare needs of the family. Offers facilities

like Specialist consultations, preventive health checks & 24 hour pharmacy, all under one

roof.

Apollo pharmacy: with over 1000 outlets which work round the clock, Back up serviceis also available in case of emergency.

Nurse Station: Unique innovative service offered wherein old patients, pregnantpatients, Bed ridden are given minor treatments and health emergencies are looked after


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by the nurse available at Apollo Pharmacies. Also Diabetes, blood pressure can be

checked.

The Cradle: A boutique birthing centre which offers world class obstetrics andneonatology services in a warm and personalized environment.

Apollo wellness plus:launched in Feb 05. Perfect blend of modern and complementarymedicine like aromatherapy, panic healing, yoga and meditation that fits the modern life

style.

Apollo global projects consultancy: This Company provides consultancy to companieswho are looking for world class health care facilities and existing health care

institutions which are looking to scale up and for that matter it also includes government

institutions too.

Apollo Health Street limited: It is a subsidiary of the company which helps Apollo keepup to date with the latest happenings with the IT sector and act as revenue cycle

management.

Heathway: This is an Electronic collection which aims at having patients data into thesystem and will link 200000 doctors across the globe with each other.

Apollo Telemedicine: With aim to provide telemedicine facility to less accessible areasthis was incepted which now have grown to 100 centres across the nation.

Breath Easy: Specially designed program for Asthma patients wherein they are givenfacilities like Essential Asthma Management devices, Drugs pack, regular doctor home

visit, round the clock call centre access, patient education material, lifestyle training

programs.

Dialysis Cliniques: Special designed clinics for dialysis patient. Sugar clinics: Designed for sugar patients Healthy heart program: This program is specifically designed for patients who have

high stress leading to cardiac ailments.

Family health plan limited: This is an insurance plan wherein Apollo is a TPA (Thirdparty Administrators) licensed to implement health insurance and social welfare related

schemes for the people of India.

Apollo Munich health Insurance: This is the insurance company which provides healthinsurance at pan India level.


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Apollo Hospital education and research foundation: The Apollo group believes inproviding training and education and at the same time in research to enhance its services.

It runs 10 schools and colleges of nursing, 2 institutions of Hospitaladministration and a college of physiotherapy.

DNB courses are conducted at various Apollo hospitals in over 20 specialities. They also train paramedical personnel including emergency medical technicians

and laboratory technicians.

Offers diploma in family medicine and emergency medicine. Health Knowledge city: This integrated facility will have simulations labs, classrooms, a

hospital, a medical college, residential facilities and will be looking to train almost 25000

skilled healthcare worker per year.

Service Marketing Strategy of Apollo:

Having seen about the company, its history, milestones achieved & its services offered we

can comment on its servicing strategies and analyse it properly.

As it is the largest healthcare group in Asia it have always taken care of standing at its

position by paving path for the up comings by being a trainer, consultant and help them in

any possible manner with its upmost objective of providing world class health care to the

maximum number of patients it can within the horizon of country and in abroad. In India

they have tried to reach the rural part and provide services to the people in real need.

Let us analyse their strategy by seeing 8 ps of service marketing:

Promotion & Education:Promotion of Apollo hospitals and their servicing is done mostly by public

relation. They believed in word of mouth and focussed on the services providing top class

services to the patients. They have come up with services which are for the people in real

need. They have almost reached to the customers for servicing and thus, word of mouth

works and also these services offered by them categorizes them under corporate

governance which makes the magic. However, with big infrastructure, world class

services and highly qualified doctors and support staff fascinates people to recommend


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others. Nevertheless media like television, newspaper ads are always used to promote the

hospitals.

Education is also the best medium for them to promote themselves developing

many institutes, colleges, research centres as mentioned above.

Product elements:With the number of beds, hospitals, technology, infrastructure, doctors and staff

and unique services they offer they have the best product elements in the healthcare

industry to differentiate themselves from their competitors.

Place & time:This is again a differentiating factor with 54 hospitals spread across the globe and

providing 24*7 facilities to the patients in any possible manner they have a upper hand in

the industry leaving no stone unturned.

Prices and other user outlays:Prices offered are although high because of the technology used but still very

reasonable for a customer to pay for using its services. However, services are offered of

every range from rural to urban centres facilitating poorer to richer class of the nation.

Also, with the government plans for the industry and insurance schemes offered by the

company which reimburses the charges again make the group differentiate with its

counter parts.

Process:Process used by the group in terms of maintaining patients information, treating

patients or billing. Separate subsidiary companies are formed to look into the technology

aspects related to the processing of both patients database and billing. Technology used

by the group to treat patients is of state of the art technology & is unmatchable in the

industry.

Physical Environment:Physical environment of the hospital, clinic or any other facility offered are

personalized and give perfect environment for the patient to get well soon and also the

infrastructure of the hospitals are very huge and master pieces.


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People:This is the most important part of the servicing industry. People must be friendly

and helpful for success in the industry and this is what is taken care by the group. They

train the skilled healthcare experts, a separate facility is provided for training. People are

ready round the clock and have reached to the people for treating them in the manner of

24*7 ambulance and pharmacy facility with nurses at pharmacy.

Apollo Hospitals Final

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