H it l M k ti I diHospital Marketing - India March 2010

Name: Angela NediyodiRoll No: M08

Market

Snapshot

Market Snapshot & Potential Growth

Marketing Regulationsg g

Need for Hospital development

Advertising Strategy

Marketing approach of 5 key Hospitals

Advertising Strategy

F t O tl kFuture Outlook

Market Overview of Hospital Industry in India

Public and private hospitals will contributemore than 70% of healthcare sectorrevenues by 2012India yHospital market in India is expected toreach USD 54.7 bn by 2012 with privatesector contributing USD 45 bnIncreasing number of hospitals in Tier-II &Increasing number of hospitals in Tier II &Tier-III cities is the major driver for privatesector growthMarket is fragmented with large number ofindependent, privately run hospitalsp , p y pDemand for healthcare far exceeds supplydue to dismal performance by thegovernmentA huge shortage of beds is a major driverA huge shortage of beds is a major driverfor investment in a growing industryIndia needs an investment of USD 14.4 bnby 2025 to increase the bed density to 20per 10,000p ,Specialty hospitals in particular areexpected to grow faster than overallindustry due to rise in heart diseases andcancer

Government PrivateNursing Homes Mid tier Top tier

Snapshot of Market and Potential Growth

Nursing Homes Mid‐tier Top‐tierHealthcare centers,district hospital andgeneral hospitals

Primarily nursinghomes and recoveryrooms with adequateinfrastructure

Corporate hospitalswith in‐house staffand consultingphysicians

Major corporatehospital chains andspecialty hospital

Variable; based ontype

<30 beds 30‐100 beds >100 beds

Market Share by 201519% 30% 11% 40%

Growth by 2015Growth by 2015‐2% 9% Lower estimate

10% Upper estimate5% Lower estimate6% Upper estimate

12% Lower estimate14% Upper estimate

Advertising Strategy for Hospitals in India

Advertisement in media (newspaper like Times wellness, Health Magazine, holding in the catchmentarea) etcarea) 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 advertisementand promotion. They mass mail about their new facility, service, achievement, and reward to theconsumer 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, rewardPatients 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 whostay far away from the citystay far away from the 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 ofthe hospital

Marketing approach of 5 key Hospitals

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Apollo Hospitals Enterprises Ltd., Chennai

Apollo Hospital Enterprises Ltd (AHEL) was started in1983 as a 150 bed hospital in Chennai

AHEL has presence across the healthcare delivery valuechain including tertiary healthcare services, health &lifestyle clinics, education, clinical trials, telemedicine,hospital info systems, strategy & implementationp y , gy pconsulting, pharmacy retailing and third party insuranceadministration

Apollo plans to start a new Stemcyte and cord bloodcollection Centre in Ahmedabad in 2010 through a JV withcollection Centre in Ahmedabad in 2010 through a JV withCadilla Pharma, Stemcyte India Therapeutics Ltd andStemcyte USA

Apollo Hospital

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Marketing Strategy

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

Secondly, Fortis launched a dialysis technician programme for women from the weaker section of society in whichthey 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 specialOPD where consultants charge Rs 100 only. There’s also a system of taking feedback from patients and visitorsabout 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.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 andother confidential issues can avail this facility. The patients who stay far away from the city are also given onlineassistance.

Marketing approach of 5 key Hospitals

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Jaslok Hospitals, Mumbai

The Jaslok Hospital & Research Centre is one of the oldesttertiary care, multi-specialty Trust hospitals of the country

t bli h d i 1973 M b iestablished in 1973, Mumbai.

Research activities in various fields in collaboration withother institutions in India & abroad more importantly, thehospital has evolved into a tertiary referral centre forp yproviding advanced, complex problems as well as atraining institution.

Services they provide include healthcare, medical care,organ transplant and they run a training school for nurseorgan transplant and they run a training school for nurse.

Jaslok Hospital

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Marketing Strategy

The marketing strategy of Jaslok Hospital involves:T i ith t f th b i Oil d N t l G C i i (ONGC) M b iTying up with corporates, some of them being Oil and Natural Gas Commission (ONGC), Mumbai

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 marketing tool is a web site (www.jaslokhospital.net), which is constantlyg ( j p ), 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

publicpublicThey 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

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Hinduja Hospitals, Mumbai

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

Their area of specialize include Healthcare services invarious Medical & Surgical specialties, Robotic surgeryalong with diagnostic, ancillary & support services,emergency intensive care unit. They also conduct trainingg y y gof medical, nursing, paramedical personnel and give moreimplication of R&D.

Hinduja Group’s foray into “For-Profit” segment ofhealthcare deliveryhealthcare delivery

They were 1st to get IMC Ramakrishna Bajaj NationalQuality Award in 2007

Hinduja Hospital

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Marketing Strategy

The marketing strategy of Hinduja Hospital involves:Th h t d t b f th i ti t d i it hi h th ff ti l fThey have strong database of their patients and visitors which they use effectively for

marketing. They have system of taking feedback from their patients for continuousimprovement of quality of the service.

They have tie up with corporates for medical check up of their employees which act as aThey have tie-up with corporates for medical check-up of their employees which act as amedium of cross selling.

They conduct Medical conference invite foreign medical experts and faculties of differenthospitals in India and joint symposiums to share their skills, knowledge and experiencehospitals in India and joint symposiums to share their skills, knowledge and experiencewhich help in brand building.

On the CSR frontier they have 20% beds reserved for the weaker sections of the societywhich is funded by the NGO.

Marketing approach of 5 key Hospitals

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Hiranandani Hospitals, Mumbai

Dr. L.N. Hiranandani Hospital located at thepicturesque Hiranandani Garden, Mumbai is a 130bedded muti-specialty tertiary and quaternary carehospital.

The NABH is an initiative of the quality of India (AGovt. of India) that is trying to ensure the deliveryof the highest quality of healthcare in the country.

They specialty center include dentil surgery,human reproduction, cardiology includingangioplasty, bariatric surgery, joint replacement,hip resurfacing, hip arthroscopy, aesthetics andhair rejuvenation surgery.

Hiranandani Hospital

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Marketing Strategy

The marketing strategy of Jaslok Hospital involves:They aggressively market through their web site (www.hiranandanihospital.org). The AV clip ofy gg y g ( p g) p

every facility and critical surgery report is available.

They come up with weekly newsletter which talks about specialty services, treatments, childcare, customer focus, etc.

They publish articles of their doctors which states how to diagnosis different disease, controlinfection and disease, case reports, energy and resources conservation. The print copies ofthese articles kept in the hospital serves for cross sell their services. The soft copy of thesearticles 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, conductangioplasty at concessional rate. On World Aids day create awareness of this life killing diseaseby educating the weaker section of the society.

They have appointed Medical representative who offer commission to the doctor for referral totheir patients.

Favourable Policies on FDI and taxations will increase foreign participation andb t di l t i

Future Market Outlook of Hospital Industry

boost medical tourism.

Large hospital groups making strategic acquisitions which facilitates improve wiseservices.

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

Emergence of telemedicine for rural areas with participation from private sector ande ge ce o te e ed c e o u a a eas t pa t c pat o o p ate secto a dgovt.

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

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