L/O/G/O

Apollo Hospitals
A Presentation on 7 ps of Marketing

Health Care Sector

- Overview

Investment of $14.4 Bn needed by

2025 to increase its bed density to at
least two per thousand population

Governed by the Ministry of

Health and Family Welfare

Corporate hospitals constitute

less than 1 per cent of all
institutes

Growth of 9.8% between 20002011

Employs 8 million people directly and indirectly

Apollo Hospitals
First corporate hospital 1983- Chennai

DR PRATHAP C REDDY - 1979

Apollo Health Street Limited

Apollo Pharmacies
Apollo Health & Lifestyle Limited
Family Health Plan Limited (FHP)
Med Varsity Online Limited

Highlights
Largest healthcare
group in Asia.
Owns and manages
41 hospitals in and
around India and has
a total capacity of
7000 beds
Declared as a
'Centre
of
Excellence' by the
Government
of
India


27,000
heart
surgeries
with
a
success rate of 99.6%,
on par
with
global
standards.
70% success rate in
Bone
Marrow
Transplant.

Total
Knee
Replacement.
First Indian Hospital
to receive the ISO
9002
and
ISO
14001
certifications.

7 Ps of Marketing

Apollo 7Ps

Product
The service product is an offering of commercial
intent having features of both intangible and
tangible, seeking to satisfy the new wants and
demands of the consumer.

Quality Level
Accessories
Packaging
Product line:
Brand name

Product - Apollo
Apollo hospital has more than 53 branches
across the country.
Best for heart problems and Knee and
Hip replacement surgeries besides other
major ailments.
The specialties include Heart, Orthopedics,
Spine, Cancer Care, Gastroenterology,
Neurosciences, Nephrology & Urology
Critical Care.

Price
A particular product or service is acceptable to the customer at a
particular price and if the price increases then the same product or
service might become less acceptable to the customer.
Pricing prices may be profit oriented, government controlled,
competitive or customer oriented
Service pricing follows the principles and practices of pricing of
goods and therefore they are either cost based or market based.
1. Demand fluctuations should be successfully handled
2. Service pricing should be such as to provide value addition and
quality indication
3. The pricing strategy should cope up with the degree of competition.

Price - Apollo
PRICE
The hospital is priced premium and it can afford to do the same because of its
positioning and its assurance as well as the reliability on the brand of Apollo
hospitals. Along with it, it also helps that there are so many locations and
specialties in Apollo hospitals. Thus a patient is reassured of his well being.
Pricing in Private Hospitals
Cost based pricing: Price =. In hospital services, this method is cumbersome
because the tracking and identification of costs are difficult. Fee for services,
however can be used by doctors. Notwithstanding, some hospitals in the private
sector follow this method.
Competition based pricing: Heterogeneity of service across and within providers
makes the approach complicated.
Demand based pricing: Cost based pricing and competition based pricing do not
consider certain criteria. Demand based pricing involves price setting consistent
with customer perception of value.

Place
The means by which services get from
producer to consumer and where they
can be accessed by the consumer.
The more places to buy the product and
the easier it is made to buy it, the better
for the business.
The kind of services a hospital is
rendering is very important for determining
the location of the hospital.

Place - Apollo
Apollo Hospitals has around 8500 beds across
53 hospitals in India and overseas.
It is located in 15 different places across India
which include Ahmadabad, Aragonda,
Bangalore, Bhubaneswar, Bilaspur, Chennai,
Delhi, Hyderabad, Kakinata, Kolkata,
Madurai, Mauritius, Mysore Noida.
It is located internationally in
Nepal,Bhutan,Bangadesh,Srilanka,kawait.

Promotions

Quality of treatment

Medical
tourism

Word of mouth

Major
surgery

Medical camp

Social networking

CONT..
Apollo promotes itself through the Community Initiatives viz

SACH Save a Childs Heart

CURE Extends preventive as well as rehabilitative
cancer treatment to the economically backward.

CONT..

SAHI Society to Aid the Hearing Impaired

DISHA Distance Health care Advancement Project

People
Currently
engages
more than
19,000
doctors,
nurses,
paramedics,
clinical staff

and
management
professional
s to manage
over 8500
beds across
53 hospitals
in India and
abroad.
Along with
this Apollo
Hospitals
has several

courses
along with
research
facilities to
facilitate
innovation.

Physical Evidence
Apollo Hospital has been know for its quality
health care services, at much affordable price.
Provides the services for all the ailments &
diseases, assuring the healthy recovery with
quality care from the staff.
Apollo Hospitals conducts a rigorous site
survey process as well to take care of various
parameters in all their hospitals.

Process
The
largest
achieve
ment of
the
Apollo
Group
has been

to take
quality
health
care to
across
the
length
and
breadth
of India.
This

operatio
n in
itself
involves
very
establish
ed
procedur
es and
docume
ntation.

 Apollo
hospitals
is
NABH,
NABL
accredia
ted and
also has
ISO
9002
award.

L/O/G/
O

Tha
nk
Yo
u!