Hospital

H it l Marketing
M k ti - India
I di Name: Angela Nediyodi
March 2010 Roll No: M08
Snapshot

Market

Market Snapshot & Potential Growth

Marketing Regulations
g g

Need for Hospital development

Advertising Strategy
Advertising Strategy

Marketing approach of 5 key Hospitals

F t
Future Outlook
O tl k
Market Overview of z Public and private hospitals will contribute
Hospital Industry in more than 70% of healthcare sector
India revenues byy 2012
z Hospital market in India is expected to
reach USD 54.7 bn by 2012 with private
sector contributing USD 45 bn
z Increasing number of hospitals in Tier Tier-II
II &
Tier-III cities is the major driver for private
sector growth
z Market is fragmented with large number of
p
independent, ,p
privately
y run hospitals
p
z Demand for healthcare far exceeds supply
due to dismal performance by the
government
z A huge shortage of beds is a major driver
for investment in a growing industry
z India needs an investment of USD 14.4 bn
by 2025 to increase the bed density to 20
per 10,000
p ,
z Specialty hospitals in particular are
expected to grow faster than overall
industry due to rise in heart diseases and
cancer
Snapshot of Market and Potential Growth

Government Private
Nursing Homes
Nursing Homes Mid tier
Mid‐tier Top‐tier
Top tier
Healthcare centers, Primarily nursing Corporate hospitals Major corporate
district hospital and homes and recovery with in‐house staff hospital chains and
general hospitals rooms with adequate and consulting specialty hospital
infrastructure physicians
Variable; based on <30 beds 30‐100 beds >100 beds
type
Market Share by 2015
19% 30% 11% 40%
Growth by 2015
Growth by 2015
‐2% 9% Lower estimate 5% Lower estimate 12% Lower estimate
10% Upper estimate 6% Upper estimate 14% Upper estimate
Advertising Strategy for Hospitals in India

Advertisement in media (newspaper like Times wellness, Health Magazine, holding in the catchment
area) etc
Hand-out /brochures about their service and facility for distribution in hospital, newspaper.
Hospital information System (HIS) and Electronic Patients record/database helps in advertisement
and promotion. They mass mail about their new facility, service, achievement, and reward to the
consumer who in turn gains confidence to avail their services.
Hospital website act as an effective tool in advertising & promotion:
Critical surgery information / report is displayed, Pre & Post operation information.
Information about new facility, service, achievement, reward
Patients are asked to post their query on website/ email; they are given reference no., which is
forwarded to the medical specialist concerned.
Emergency contact information available on the website, brochures servers as an immediate
assistance to the consumers in case of emergency, confidential health issues and also patience who
stay far away from the city.
city
Different healthcare websites (Paid and Free) i.e. www.doctorchambers.com &
www.healthcaremagic.com wherein doctors give free medical advice, this help in creating goodwill of
the hospital
Marketing approach of
5 key Hospitals

__________________________________________________________________________________________

Apollo Hospitals Enterprises Ltd., Chennai

Apollo Hospital Enterprises Ltd (AHEL) was started in
1983 as a 150 bed hospital in Chennai

AHEL has presence across the healthcare delivery value

chain including tertiary healthcare services, health &
lifestyle clinics, education, clinical trials, telemedicine,
hospital
p info systems,
y , strategy
gy & implementation
p
consulting, pharmacy retailing and third party insurance
administration

Apollo plans to start a new Stemcyte and cord blood

collection Centre in Ahmedabad in 2010 through a JV with
Cadilla Pharma, Stemcyte India Therapeutics Ltd and
Stemcyte USA
Apollo Hospital

__________________________________________________________________________________________

Marketing Strategy

Fortis was the first hospital to organize an exhibition in the National Capital Region, wherein the general public
could visit all departments of the hospital and get answers from experts.
experts

Secondly, Fortis launched a dialysis technician programme for women from the weaker section of society in which
they were given free training by the hospital and they will be assimilated in the hospital itself.

Apart from organsing continuing Medical Education courses (CMEs) almost every week, camps, there’s a special
OPD where consultants charge Rs 100 only. There’s also a system of taking feedback from patients and visitors
about their service.
The website of hospital and group of doctors provide medical advice to the patients through:
Email: The patients are asked to email their query on hospital email ID contactus.mohali@fortishealthcare.com.
They are issued reference no., which is forwarded to the medical specialty concerned through their emergency
Emergency contact numbers : Patients who need immediate assistance, sexually transmitted disease and
other confidential issues can avail this facility. The patients who stay far away from the city are also given online
assistance.
Marketing approach of
5 key Hospitals

__________________________________________________________________________________________

Jaslok Hospitals, Mumbai

The Jaslok Hospital & Research Centre is one of the oldest
tertiary care, multi-specialty Trust hospitals of the country
established
t bli h d in
i 1973,
1973 Mumbai.
M b i

Research activities in various fields in collaboration with

other institutions in India & abroad more importantly, the
hospital
p has evolved into a tertiaryy referral centre for
providing advanced, complex problems as well as a
training institution.

Services they provide include healthcare, medical care,

organ transplant and they run a training school for nurse.
nurse
Jaslok Hospital

__________________________________________________________________________________________

Marketing Strategy

The marketing strategy of Jaslok Hospital involves:

Tying
T i up withith corporates,
t some off them
th b i Oil and
being d Natural
N t l Gas
G Commission
C i i (ONGC),
(ONGC) Mumbai
M b i
Port Trust (MBT), Bhabha Atomic Research Centre (BARC) and Air India.
They have tied up with various travel agent (details available on their website) to facilitate medical
tourism.
One of the most effective marketingg tool is a web site ((www.jaslokhospital.net),
j p ), which is constantly
y
updated by their technical staff.

Other marketing strategies involve:

The hospital conducts free health check-ups like diabetes and cardiac check-ups for the general
public
They invite foreign faculty and hold joint symposiums with the foreign delegates to share their skills,
knowledge and experience. This help in brand building.
The hospital has a tie up with Stanford University Medical Centre, US and they hold video
conferencing every month with the doctors of the centre, who interact with the faculty of the hospital.
Marketing approach of
5 key Hospitals

__________________________________________________________________________________________

Hinduja Hospitals, Mumbai

P. D. Hinduja National Hospital and Medical Research
Centre was established in 1951 by Mr.

Their area of specialize include Healthcare services in

various Medical & Surgical specialties, Robotic surgery
along with diagnostic, ancillary & support services,
emergency
g y intensive care unit. They
y also conduct training
g
of medical, nursing, paramedical personnel and give more
implication of R&D.

Hinduja Group’s foray into “For-Profit” segment of

healthcare delivery

They were 1st to get IMC Ramakrishna Bajaj National

Quality Award in 2007
Hinduja Hospital

__________________________________________________________________________________________

Marketing Strategy

The marketing strategy of Hinduja Hospital involves:

They
Th have
h strong
t database
d t b off their
th i patients
ti t and
d visitors
i it which
hi h they
th use effectively
ff ti l forf
marketing. They have system of taking feedback from their patients for continuous
improvement of quality of the service.

tie up with corporates for medical check-up

They have tie-up check up of their employees which act as a
medium of cross selling.

They conduct Medical conference invite foreign medical experts and faculties of different
hospitals in India and joint symposiums to share their skills, knowledge and experience
which help in brand building.

On the CSR frontier they have 20% beds reserved for the weaker sections of the society
which is funded by the NGO.
Marketing approach of
5 key Hospitals

__________________________________________________________________________________________

Hiranandani Hospitals, Mumbai

Dr. L.N. Hiranandani Hospital located at the
picturesque Hiranandani Garden, Mumbai is a 130
bedded muti-specialty tertiary and quaternary care
hospital.

The NABH is an initiative of the quality of India (A

Govt. of India) that is trying to ensure the delivery
of the highest quality of healthcare in the country.

They specialty center include dentil surgery,

human reproduction, cardiology including
angioplasty, bariatric surgery, joint replacement,
hip resurfacing, hip arthroscopy, aesthetics and
hair rejuvenation surgery.
Hiranandani Hospital

__________________________________________________________________________________________

Marketing Strategy

The marketing strategy of Jaslok Hospital involves:

Theyy aggressively
gg y market through g their web site ((www.hiranandanihospital.org).
p g) The AV clip
p of
every facility and critical surgery report is available.
They come up with weekly newsletter which talks about specialty services, treatments, child
care, customer focus, etc.
They publish articles of their doctors which states how to diagnosis different disease, control
infection and disease, case reports, energy and resources conservation. The print copies of
these articles kept in the hospital serves for cross sell their services. The soft copy of these
articles is also available on the website. This helps in creating their brand.
As part of CSR activity, they arrange for free eye check up camps close to the slum dwelling.
On the World heart day they offer free heart check-up/ cholesterol check-up, conduct
angioplasty at concessional rate. On World Aids day create awareness of this life killing disease
by educating the weaker section of the society.
They have appointed Medical representative who offer commission to the doctor for referral to
their patients.
Future Market Outlook of Hospital Industry

Favourable Policies on FDI and taxations will increase foreign participation and
b
boostt medical
di l tourism.
t i

Large hospital groups making strategic acquisitions which facilitates improve wise
services.

Evolving concept of “health cities”, which have scale and provide a host of satellite
service.

Emergence
e ge ce o
of te
telemedicine
e ed c e for
o rural
ua a areas
eas with
t pa
participation
t c pat o from
o pprivate
ate secto
sector a
and
d
govt.

Despite increase in number of beds, supply constraints will remain in top cities
Thank you