hospital 4 i

8/6/2019 Hospital 4 I

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care beyond service

-Presented By-

Abhijit Patil - 20

Rajesh Phulore - 46

Branding of Service - Life Care Hospitals


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Scenario

Indias healthcare industry - Rs 73,000 crore

4 % - GDP

WHO norm -1 bed/300

Population to bed ratio - 1 bed/1000

Private insurance will drive the healthcare revenues.

Last five years, an attitudinal change amongst a sectionof Indians who spends more on healthcare.


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Factors Attracting Corporates In the

Healthcare Sector

Recognition as an industry

In the mid 80s, the healthcare sector wasrecognized as an industry. Hence it becamepossible to get long term funding from theFinancial Institutions. The government also

reduced the import duty on medicalequipments and technology, thus opening upthe sector.


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Healthcare Sector

Socio-Economic Changes

The rise of literacy rate , higher levels of income and

increasing awareness through deep penetration of

media channels, contributed to greater attention

being paid to health. With the rise in the system of

nuclear families, it became necessary for regularhealth check-ups and increase in health expenses

for the bread-earner of the family.


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Healthcare Sector

Brand Development

Many family run business houses, have set-up

charity hospitals. By lending their name to the

hospital, they develop a good image in the markets

which further improves the brand image of products

from their other businesses.

Extension To Related Business

Some pharmaceutical companies like Wockhardt

and Max India, have ventured into this sector as it is

a direct extension to their line of business.


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Healthcare Sector

Opening Of The Insurance Sector

In India, approx. 60% of the total health expenditure

comes from self paid category as against governments

contribution of 25-30 %. A majority of private hospitals

are expensive for a normal middle class family. The

opening up of the insurance sector to private players is

expected to give a shot in the arms of the healthcare

industry. Health Insurance will make healthcareaffordable to a large number of people. Currently, in

India only 2 million people ( 0.2 % of total population of 1

billion), are covered under Mediclaim


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Different types of health care services

available in India

Hospitals

Pathology Clinics

Blood Banks

Meditation Centers Emergency services like Ambulances, etc.

Online Medical Services

Telemedicine

Naturopathy

Yoga Centers Fitness Centers

Laughter Clubs

Health Spas


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To create globally respected Health care & recognized

for clinical excellence, distinctive care beyond service.

care beyond service


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ision

DIGNITY & RESPECT

Patients privacy, dignity, confidentiality and individual needsare respected. Staff are valued, supported, consulted andinvolved in decision-making. Diversity is valued and actiontaken to challenge intolerant attitudes and behavior.

QUALITY

Provide services which are relevant and sensitive to the needsof the population we serve underpinned by quality systems andpractices and with the flexibility to change based on evaluationoutcomes.

COMMUNICATION

Develop a comprehensive communications plan to facilitate

timely and appropriate information sharing, both internally andexternally, thus empowering clients and staff to activelyparticipate in all aspects of the service by encouraginginclusiveness, openness, transparency and accountability.


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4 IS OF BRANDING

care beyond service


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Intangibility

The service industry has the following characteristics.

Intangibility means that a customer would have to visualizethe service offering. Since the offering cannot be seen or feltthere would be no stock and hence one would not be able to

jeep a track of the sales etc. This characteristic also makes it

different to measure the benefits and utilities of the product.An individual would only be able to experience the same.

In the product service continuum, hospitals fall in thebracket of highly intangible where the service has credencequalities.

i)The services of a doctor i.e.. the consultation provided by

the doctor , his diagnosis etc cannot be touched felt or seen.One can only visualize the same. ii)They can also not measure the benefits. These can only be

experienced by the customer. There is no ownership over the doctor or the services

provided by him .


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Measures to overcome

The remedial measures to overcome intangibility are:-

a) The marketer should visualize the product/service for the patient. Incase of hospitals any visual of the hospital displaying the wellmaintained interiors, the hi-tech equipments used for treatmentwould help to tangible the product

b) Association: -

The association of a hospital with any well knownpersonality would help as a good image building exercise . It wouldalso give the customer a certain level of confidence regarding theservices provided in the hospital.

For (eg 1)- Hospitals like the Tata Memorial Hospital or the Hindujahospital are associated with Corporate Houses. They are owned by

these corporate families. Hence a customer is sure about the services provided in thesehospitals.

(eg 2)The Dinanath Mangeshkar Hospital. Since it is owned by LataMangeshkar the customer is sure to receive quality services.


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c)Physical Representation :-

Intangibility could also be overcome in case ofhospital through physical Representation in the form of :-

1)Color- The Red Cross signifies the Hospital.

2)Uniforms- The white uniforms of the Doctors And Nurses inenemy hospitals.

3)Symbols The Red Cross is the common logo with whichpeople indentify hospitals.

Also logos of hospitals like Wockhardt.

4)Buildings In case of hospitals the external appearance of the

building or the maintenance i.e. how well maintained it is

d)Documentation

There are a numbers of hospitals which havereceived ISO 9000 certificates.

( Eg) Apollo Hospital.


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Perishability (Inventory)

A services cannot be stored . So if the service isnot consumed immediately then it loses its value.

For Eg If a doctor does not reach his dispensaryon time or has his clinic locked for that particularday. He loses all his patients for that day.

A situation may also arise when the doctor may beunable to attend to some of his patients due to ahuge rush. In such a case again the doctor couldlose out on all his patients. Same would be thesituation faced by the hospitals. In such a case the

hospital too may lose all its patients for that day.


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Solution to the problem of Perishability

a) In such a situation the doctor can appoint an assistantwho could cater to the excess patients or he could havestudents training under him who during their course oftraining could also help him with the excess patients.

(Eg)- Rajgovind Hospital in CBD appoints interns of

Medical College for night duty on a stipend

b) Peak time Essential Services

In a rush hour situation when there are too manycustomers to attend to only essential services should becatered to.

For (eg 1) In hospitals during the late night when accidentreporting's are high all hands are required at the traumacenters

(eg 2) Part time volunteers for national Emergencies.


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Variability (Inconsistency)

Quality of service provided to different people may not bethe same. (i.e.) Irrespective of fact that carried out bythem is the same the service quality may differ becausethey may be from different backgrounds have differentaptitude, skills, attitude etc Eg

Doctors, from municipal hospital and from reputed hospitalmay treat person for same problem. But quality mightdiffer.

Since a transaction is always two way communication,customers willingness, background, attitude etc may alsoeffect the transaction eg

Patient want to avail doctors services but may not afford theservices.

Patient suffering from Arthritis may required to lose weightfor further treatment. But the patient may not havedrive/willingness to lose weight .


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Solutions

Training to internal customers or the fresh recruiters Small parts of an operation in order to gain experience. The doctors given trained and updated with latest

happenings in the medical field in regular intervals. (Eg ) AMA for its member doctors 6 weeks training every

year and 6 months training every 6 years.

Training of External customers Diabetic patients trained to inject insulin Gym instructor may teach his members to use the gym

equipments on their own.

Auto Diagnostic equipments are used in hospital. Training programs provided to the external customer

helps to increase the quality of transaction.


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Inseparability & Solutions

For any service to take place it is necessary that boththe service provider and the customer be present inthe location at the same time ( eg)

Operation cannot be conducted without the doctorspresence. As a result a number of patients due to

geographical distances lose out the opportunity toget treated from the very best surgeons and doctors.

Solutions

1)Training of internal customer-

Experienced person can provide training Eg A surgeon during an operation is surrounded by

interns watching the operation. They could also carryout some small parts of the operation.


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Solutions

2)Innovational Service-

Psychiatrists have innovated group therapy wherethey call in 10+ patients together to an ovalconference table and encourage them to talk aboutthemselves and their ailments.

3) Video Conferencing

Business Conferences, Consultancy and the Medicalworld .Only recently have instructions for operationthrough video conferencing been initiated but mostly

video conferencing has been used in the medicalworld as a pedagogical tool.(eg) A unique and rarebrain tumor operation can be broadcast live all overthe world to subscribed medical colleges.


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Other Services offered

Pharmacy

Pharmacy operates round the clock catering to allyour medicine needs.

Caf

Caf is a sit down dining facility of the hospital. Itoffers a wide selection of snacks and a variety ofmeals.

Food Plaza

There is food facility located in the atrium of thehospital serving a delightful array of delicacies.Timings : 8.00am - 9:00pm

Fast Food Cafe

For the convenience of ICU attendants there is a 24hours cafe in the ICU lobby.


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Gift Shop

The Gift Shop carries a wide range of gifts including

Confectionery, Cards, Books, Newspapers, Magazines

and other novelties.

Bank Facilities

The Oriental Bank of Commerce

The Indraprastha Branch of the Oriental Bank of

Commerce is located at one of the Gates.

Bank Hours

Monday to Friday : 10:00am - 2:00pm, Saturday :

10:00am - 12:00pm

The bank remains closed on Sundays and National

Holidays.

Other Services offered


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TAKE CARE

care beyond service

hospital 4 i

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