Hospital requirements from

Medical Textile Industry

G.Balamurugan,BPT. MHA

Quality Service Manager,

Meenakshi Mission Hospital & Research Centre, Madurai

3

Indian Health Care• Industry size - Rs.20,000 cr.

• Per capita spending - 4% of GDP

• Expected - 6% of GDP

• Total Healthcare sector - Rs.73,000 cr.

• Expected growth of 13% for next 6 years

• Highly technology driven, a big bet

• High value – low value products

• Research & Development

• Innovation

• Transformation

4

Status of Indian Industry

• Highly disintegrated

• 2300 players in organized spinning sector

• 280 composite mills

• 1000 weaving units

• 1,45,000 independent processing units

• Status of machinery tech.?

5

Revenues from private hospitals (In Billion)

16

36

0

5

10

15

20

25

30

35

40

2007 2012

Year

6

Health Insurance Sector (In Crores)

3200

17,000

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

2007 2012

Year

7

Medical Equipment Industry (In Crores)

9790

22,396

0

5000

10000

15000

20000

25000

2007 2012

Year

8

Medical Textiles (In Crores)

1822

3388

0

500

1000

1500

2000

2500

3000

3500

4000

2007 2012

Year

9

Medical Tourism (In Crores)

2025

6678

0

1000

2000

3000

4000

5000

6000

7000

8000

2007 2012

Year

10

Designing brand strategy

• Cut throat competition

• Brand reputation

• Brand value

• Reputation value

• Experiential value

Complaints Are Not Enough

• ‘Customer satisfaction’ is “customers’ perception of the

degree to which the customer’s requirements have been fulfilled.

• Customer complaints are a common indicator of low

customer satisfaction but their absence does not necessarily

imply high customer satisfaction.

Components of Competitive Edge

Quality

Innovation

Value of Money

Personal Service

Flexibility

Charity Image

Brand Loyalty

Unique Selling Proposition

Customer Care Culture

Communication

Commitment

Customer SatisfactionPercentage of people who say they are satisfied with these kinds of customer service.

52

20

13

7 62

0

10

20

30

40

50

60

Face to face Telephone Letter Web Email Chat

The customer feedback ‘Iceberg’

Of those whose customer experience is below expectation:-

10% make an

official complaint

25% mention the problem to an employee

65% don’t talk to anyone in the organization may take their business elsewhere,

but tell lots of other people.

You can influence the result

It’s unlikely you will know

A problem well solved often creates a delighted customer

Convert Problems Into Opportunities

Failures in Success Story

Success is a journey,not an end

Permission to fail is one of the greatest motivators

Analyzing the failures with open mind is also a motivator

Good companies celebrate failures like celebrating success

Management should support success and failures equally.

Complaint Is a Gift

Goals of Customer Focus:

End goal of customer focused strategies is the same:

Boosting retention and repurchase = more sales!!!

Creating Better Products or Services

Offering compelling customer experience

Building deeper customer relationships

3%5%

9%

14%

69%

No reason

Other Suppliers

Competitors

Product Dissat.

Attitude of owner,manager or employee

Why Customer Satisfaction is important?

“The reasons why customers no longer deal with a particular supplier”

20

1 satisfied customer BRINGS = 8 new customers

1 dissatisfied customer SPOILS = 21 potential customers

- Harvard Business Review

Customer Lifetime Value

Average transaction value

Yearly frequency of purchase

Customer life expectancy

x

x

Understand Satisfaction Drivers

Customer Customer SatisfactionSatisfaction

Access to products &

Services

Emotional Factor

Service Quality

PriceProduct Quality

Annual Customer

Satisfaction Surveys

Focus Groups (Formal/ informal)

Online Questionnaires

Phone or Fax Surveys

Feedback Forms

Online Polls

Customer Service

FeedbackCRM

Software

Other Surveys (Benchmarking, Employee, Org

Alignment)

Different forms of measurement

Customer is the king

Company

Product / Service

Repeat Purchase

Customer

Satisfaction or Dissatisfaction

Expectation

Loyal Customers

• Make regular repeat purchases

• Purchases across product and service lines

• Refers others

• Demonstrates an immunity to the pull of the competition

26

WHAT IS CULTURE

INDIVIDUAL - ACTIVITY

REPEATED ACTIVITY BY AN INDIVIDUAL - BEHAVIOUR

REPEATED BEHAVIOUR - HABIT

REPEATED BEHAVIOUR BY THE

SOCIETY FOR YEARS - CULTURE

27

Deterring factors

• High hygiene standards

• Raw – finished product

• Lack of customized production

• Shift to value added products

• Infection control

• Communication channels

Supportive Leadership

29

Federation of Hospital Administrators

• Unique platform

• “HOSMAN” –Newsletter

• Conferences and seminars

Giving customers a memory and experience so great that they'll want

to repeat it.

Food for Thought