MARKETING MIX

HEALTHCARE INDUSTRY

Introduction

• Health care industry is a general term standing for all services related to health care.

• through services offered by the medical, dental, pharmaceutical, clinical laboratory sciences, nursing, and allied health professions.

• The Healthcare industry incorporates several sectors that are dedicated to providing services and products dedicated to improving the health of individuals

CHARACTERISTICS OFHEALTHCARE INDUSTRY

• Intangibility• Inseparability• Variability• Health Service Quality

The marketing mix studied in this report is pertaining to four different types of sectors

• Hospital- “Heeranandani Hospital”• Ayurvedic sector- “Jindal Naturecure Insitute”• Health and beauty sector- “VLCC”• Health Clinic sector- “Dr. Batra’s Clinic”

HEERANANDANI HOSPITALMARKETING MIX

PRODUCTS• Bed –to-Space ratio of 1:1600 sq.f.• Large OPD complex• ISO 9001-2008 Certified• Winner of ‘Asia Pacific Quality Award’ 2009• The brand is built with a focus to provide world class

medical facilities to its customers.• Medicine, Surgery, Obstetrics & Gynaecology,

Paediatrics, Dentistry, Anaesthesiology and Complementary Medicine are the product lines.

PLACE

• Strategically located in Powai which is a posh locality of Mumbai.

• Easily accessible from Road, near to international and domestic airport and kanjurmarg railway station.

• Provides the facility of conveyance from Airport to Hospital for its international and domestic patients

PROMOTION

• Banners / Posters in BEST buses, taxis and trains.

• Conducting events like public awareness campaigns like “ How to beat the heart disease”

• Organising Seminars in association with well known clubs

• Health Camps

PRICE

• The pricing is on the higher side as the main aim of the hospital is to provide world class and finest quality treatment to its patients

• Offers several packages for Cardiac procedures, Bariatric surgery, Dental Surgery, Ophthalmology, etc.

• Provides a discount of 20% to students of certain affiliated schools and colleges

PEOPLE

• Dr. L. H. Hiranandani was the inspiration behind the hospital

• He has won other public awards such as, in 1972, was awarded "Padma Bhushan" by President of India

• Wide panel of internationally trained doctors and nurses• Critical care training for nurses• Organizing monthly events ‘Best Employee of the month’

and ‘best department of the month’ for motivation of its staff.

• Best Idea: The management announced the creation of a monthly award for the best idea contribution

PHYSICAL EVIDENCE

• Special clinics for diseases such as Bronchial Asthma. The Critical care units are also well supported by pulmonologist

• The hospital has all facilities from taking a simple ECG to the most complex procedures such as Primary Angioplasty

• Such state-of-the-art equipment is available in but a few centres in the country

• Large OPD complex and bed to space ratio

PROCESS

• The flows of activities in the hospital are as per standard procedures.

• The hospital provides a guide to its patients that lists down all the procedures and rules that are to be followed

• There is a public relations department that deals with customer queries and grievances.

• The hospital welcomes feedback of its customers and tries to improve its quality standards on a continuous basis.

JINDAL NATURECURE INSTITUTE

• Jindal Nature Cure Institute (JNI) is a unique charitable health care centre devoted to provide relief, prevention and cure to the suffering humanity from specific diseases otherwise incurable.

• JNI has evolved a unique drugless treatment regimen, by bringing together, the two most powerful curative tools of ancient India, Naturopathy & Yoga.

PRODUCT

Naturopathy Oil Massageoil massage is to tone up the body by increasing blood

circulation. Specific oil is used for this purpose. Vibro Massage It is a dry massage where mild talcum powder is used as a

medium to avoid friction, and the movements are performed by a machine.

In this massage, the affected part of the body gets immense vibration and thus the circulatory and nervous system are influenced

Mud Therapymoisture for a long time. When applied over the

body part, it causes cooling by absorbing the heat of the body.

It reduces the inflammation of the area and improves the circulation, absorption and elimination 

YOGA• The therapeutic use of yoga is well known. The

purpose of yoga is to establish harmony between body and mind which leads to healthy and disease free life

Physiotherapy It works towards maintenance and rehabilitation of

the individual's physical activity to near and normal perfection.

A few important physiotherapy procedures are Ultrasound, Shortwave diathermy, Laser therapy etc., for the treatments of the patients.

Acupuncture Jindal Naturecure Institute has incorporated

Acupuncture, an ancient art of healing, developed thousands of years ago, treats the body as a whole at physical and mental level.

Abdominal disorders Eosinophillia Menstrual Disorders

Allergic Rhinitis Gastritis Migraine

Amoebiasis Gout Myopia

Anaemia (Haemoglobin level not less than 8 gm/ 100 ml)

Hepatitis - A Obesity

Anxiety Neurosis Hiatus Hernia Osteo Arthritis

Arthritis High Blood Pressure (Hypertension) Refractive Errors

Bronchial Asthma High cholesterol (Hyper cholesterolaemia) Rheumatoid Arthritis

Calcaneal Spur High Uric acid (Hyper uricaemia) Sciatics

Chronic Constipation Hyperacidity Sinusitis

Colitis Hypotension Sleep Apnoea

Depression Hypothyroidism Spondylitis-Cervical and Lumber

Diabetes Mellitus Insomnia Stable Heart Cases

Dysentery Irritable bowel Syndrome Ulcers

DISEASES TREATED

PLACE• Located in the outskirts of Bangalore. Build as

a residential institute where the patients are supposed to stay for a minimum of 7 days.

PRICE• Price is an important element in the marketing

mix. Prices charged by the institute depend on the treatment and facilities given to the patient.

S.no TreatmentCharges in

Indian Rupees

**1 Oil Therapy 800/-**2 Whirlpool Bath 600/-

3Neutral Immersion bath / GIB bath with Epsum Salt

400/-

4 Vibro Therapy 500/-5 Jacuzzi 600/-

6Acupuncture per session (including Needles)

400-/

7 Colon Hydro Therapy per session (CH) 800/-8 Jet Hydro Treatment 400/-*9 Hot Stone Therapy 2000/-10 Partial Oil Therapy / Dry Head Massage 300/-

**11 Infra Red Sauna 300/-12 Asthma Bath 400/-13 Under Water Therapy 500/-

*14 Kairali Treatment 2000/-*15 Salt Glow Therapy 2000/-*16 Individual Yoga Session 700/-17 Ozone Steam 300/-18 Deep Tissue Massage 1000/-19 Neem-Alovera-Turmeric Massage 400/-20 Castor Oil Pack 200/-21 Full Wet Pack 100/-22 Full Mud Bath 500/-23 Hot Foot Arm Bath 200/-24 Hot Mud and Wax applications to joints 300/-25 Mustard Pack 200/-26 Oxygen Bath 300/-27 Detox Foot Bath 200/-

Acco. Type1st

Patient2nd

Patient3rd

Patient4th

PatientServant

 INR

s.USD

INRs.

USDINRs

.USD

INRs.

USDINRs

.USD

Free Ward Free 

Economy Double Room

400 - 400 -  

Economy Single Room

600 - - - - - - - - -

Executive Double Room

2000

42 1000 21 - - - - 400 9

Executive Single Room

1700

35 - - - - - - - -

Cottage3500

73 1500 32 - - - - 400 9

Hut Ground Floor

4500

94 2500 53 - - - - 500 11

Hut First Floor

4000

84 2000 42 - - - - 500 11

Deluxe Hut *

6000

125 4000 84 - - - - 500 11

Nest4500

94 4500 94 2500 53 2500 53 500 11

Deluxe Nest *

6000

125 6000 125 4000 84 4000 84 500 11

PROMOTION• The personal promotion measures could come

from doctors,Para-medical officers and nurses and staff if they impress the users of services with their behavior.

• As it is a non profit centre it does not have an extensive promotion campaign but is promoted through word of mouth communication channels. Customers who once come here are generally delighted after which they tell their family and friends to surely make a visit.

PHYSICAL EVIDENCE• Rooms provided for accomodation• Highly trained professionals who provide the required

treatment• The rooms where the treatment is provided• A highly equipped gymnasium.

PEOPLEHighly trained professionals who are experts in their area.

They are specially trained to provide certain kinds of

therapies. The medicinal herbs which are used in the therepy

are prepared by these employees who have extensive

knowledge of their usage. They know the right combinations

and portions to be used.

PROCESS:

• In the hospital the process is divided into 3 phases. They are:• The joining phase which includes:

– Patient’s arrival– Registration and case paper preparation

• The intensive consumption phase: which includes:– Patient’s diagnosis.– Treatment– Instructions to the patient regarding precautions to be taken, medicines and

diet.

• The detachment phase:– Discharge of the patient.– Payment of the bill at the billing counter.

• Finally at the departure stage the patient is requested to fill an evaluation form by which the hospital authorities come to know the level of satisfaction derived by the patient. The suggestion of the patient are always valued and if appropriate implemented for improving the services of the hospital.

VLCC

• With over 225 centres and over a 10 million satisfied customers, VLCC has achieved an iconic status, and is easily the biggest and the most recognised wellness brand to have emerged out of the Indian subcontinent.

• In essence a Slimming, Beauty & Fitness brand, VLCC has built its reputation

• It is widely known for, its highly effective scientific and safe, lifestyle modification based weight management solutions and the therapeutic approach of its beauty services

• The company’s services and offerings straddle almost the entire spectrum of the health and beauty segment.

Product: • VLCC offers both, products and services, to its

customers.• Provides solutions for skin care, Body firming and

Shaping, Foot Care, Hair Care, Pain Relieving.• And services like, salon services, facial services, spa

services, pain relieving services etc are offered.

Price: • The prices of the products and services of VLCC are

on the higher side of the scale.• Most of the products fall in the price ranges of Rs600-

5000+

Promotion: • VLCC uses both print and TVC and outdoor media for

promotions.• They also come out with promotional offers seasonally to

attract clients.• They have also opened many beauty saloons to promote

their products and services.• Word of mouth is also a very strong tool for VLCC.

Place:• They have strategically located their outlets in all the

metros and 2 tier cities. They are mostly present in areas where the disposable income is on the higher side.

• They have recently expanded their operations internationally, targeting countries in the middle east.

Process: • VLCC products are available through the company's

nationwide distribution and sales network, comprising over 10000 outlets including - leading modern retail stores, departmental store chains, chemists and leading beauty salons and VLCC centers.

• VLCC outlets provide specialized services for its clients.

Physical Evidence: • VLCC provides free consultation to prospect customers• Free trial for its services is also available.• Testers for the products are also available.

People: • VLCC’s chain of education, Training centres,

The VLCC Institute of Beauty, Health & Management provides technical training not only to students wishing to take up beauty and nutrition as a career but also imparts training to professionals in the field wishing to upgrade their skills.

Dr. Batra Clinic

• Founded in 1982 by Dr. Mukesh Batra.• Headquarters is in Mumbai.• 60 clinics spread across 26 cities in India, Dubai and

UK. • Workforce consists of approximately 850 people with

around 250 doctors to help & serve the purpose.

Marketing Mix

Product-• it has its own skin and hair treatment products. The product

also includes actual medical treatment provided to the patients and services like maintenance of the case history, registration, and billing. And support operations like diet, pharmacy etc..

Place-• It has its own clinic all over the world.

People- • patients and doctors & staff who takes care diagnosis and

treatment of the patients.

Promotion-• media based advertisements such advertisements in newspaper and

promotional messages displayed on hoarding at public places.

Process- • The basic process starts with taking an appointment followed by

reporting to the clinic at the appointed time and meeting the doctor for diagnosis and treatment.

Price- • The information regarding price is not available.

Physical Evidence-• pleasant ambience, and hygienic patient-friendly clinics with easy

access. Clinics are neat, well-maintained. They offer world-class, holistic well-being experience. Stylish and modern, the clinic presents standardized design and ambience.

THANKYOUPRESENTED BY:

GAURAV AGNIHOTHRI

NEHA KHATRI

PREHA SHARMA

RAJESHWARI RAJGARHIA