7Ps of APOLLO HOSPITAL

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 - Apollo
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. It can be
Cost based pricing
Competition based pricing
Demand based pricing
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
WORD OF MOUTH
MEDICAL CAMP
MEDICAL TOURISM
MAJOR SURGERY
SOCIAL NETWORKING

Medical tourism
The phenomenon in which hospitals in emerging markets offer "sun, sand and surgery" at low
prices to patients from North America and Europe -- is gaining in popularity. While India lags
behind countries like Thailand as a result of airport infrastructure and other bottlenecks, health
care providers such as Apollo Hospitals are expanding at 10% a year.
Apollo promotes itself through the Community Initiatives via
• SACH- Save a Childs Heart
• CURE – Extends preventive as well as rehabilitative cancer treatment to the economically
backward.
• 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
professionals 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 achievement of the Apollo Group has been to take quality health care to across the
length and breadth of India. This operation in itself involves very established procedures and
documentation.
• Apollo hospitals is NABH, NABL accredited and also has ISO 9002 award.

How Hospitals are Using Social Media

• Apollo Hospitals: The hospital boasts of more than 100 video uploads on YouTube that include
First Aid, Patient Testimonials, Chairman Speak, Apollo Hospitals’ Initiatives, etc. Apollo
Hospitals has not only managed to increase their market share but also create awareness, via
social media, in particular, through Facebook. Through this portal, they have had the opportunity
to educate people about various illnesses, procedures and health issues. As well, the number of
people who have been commenting, sharing their thoughts, as increased over time. Apollo has
also managed to keep discussions interactive, by having one on one Q/A’s.

HEALTH QUIZ
Which of the following nutrients is needed as the main structural component of the body?
• Carbohydrates
• Protein
• Fat
• Fiber
What is considered to be the pulse rate of a healthy adult?
60-100 beats
40-60 beats
100-180 beats
20-40 beats
Apollo Prism, the cloud-based online Personal Health Record (PHR) service, helps users to
receive and organize their health information, track and monitor health and store their data
securely. , Apollo Hospitals are building an incredible awareness campaign through their social
media network . The organization through its ad “Celebrating 5 lakh fans” on Facebook Users
had to complete the phrase “Health for me is…” in 3-4 sentences and the best entries would
receive gift vouchers. Thus, the Apollo Hospitals’ celebration drives home its objective: to create
awareness about health and build an online community for the long term.
The organization is also quite active on Twitter with regular quiz contests and tweetinars at the
end of a month.
• Apollo Hospitals Group Website wins the “Best Healthcare Provider Website” Award in the
Internet Advertising Competition - IAC 2011 by the Web Marketing Association, USA.
Advertisements by Apollo
Pricing strategies offered by Apollo hospital
Below is the pricing strategy in Apollo Hospitals marketing strategy:
Apollo hospitals are priced in the first-class segment. It ensures quality and trust through its
brand connect, for which consumers are willing to pay the premium. Having involved elite
technology in its processes, high price points are justified. Competitors of Apollo Hospitals like
Fortis Healthcare are priced in the same segment. The pricing strategy is of a premium product as
it is almost the market leader in close toe with its competitors.

Target audience of Apollo hospital

Segmentation helps in understanding characteristics of different groups of the population having
similar attributes. Apollo Hospital uses demographic and psychographic segmentation strategies
with variables such as age, gender, income, region, and marital status.

Since the Apollo Hospital group have a presence in a broad range of offerings in the Healthcare
market, therefore, it uses differentiated targeting strategy.

Positioning creates a comparative picture in the mind of the prospective customer. It uses benefit
and product class positioning strategy.