SERVICE

BLUEPRINT FOR
HOSPITAL
SERVICE MARKETING

Submitted To

Dr. Sudarshan Seshanna Submitted By

Group – 6

Lokesh Mahajan (08PG168)

G Praneetha (08PG301)

Pavan Kumar Ghargi (08PG326)

Nupur Saxena (08PG321)

Sumanta Roy (08PG057)

Yogesh Patel (08PG070)

Service Blueprint
Service blueprinting is defined as a tool for simultaneously depicting the service process, the
points of customer contact, and the evidence of the service from the customer’s point of view.
The proposed blueprint allows for a quantitative description of critical service elements, such
as time, logical sequences of actions and processes, also specifying both actions/events that
happen in the time and place of the interaction (front office) and actions/events that are out of
the line of visibility for the users, but are fundamental for the service.

Chosen Service - Hospital Industry

Visited Service Business – Jawaharlal Nehru Medical College

Healthcare/Hospital Sector
Healthcare, which is a US$ 35 billion industry in India, is expected to reach over US$ 75
billion by 2012 and US$ 150 billion by 2017 according to Technopak Advisors in their report
- 'India Healthcare Trends 2008'. The private sector accounts for nearly 80% of the healthcare
market, while public expenditure accounts for 20%. India’s excellence in the field of modern
medicine and its ancient methods of physical and spiritual wellbeing make it the most
favorable destination for good health and peaceful living. India’s cost advantage and
explosive growth of private hospitals, equipped with latest technology and skilled healthcare
professionals has made it a preferred destination for medical tourism

Hospital -
The sequential procedure for the service blueprint for JNMC hospital was obtained by
interviewing Dr.Arpana Hanchinmani, Belgaum.

Procedure followed at JNMC hospital

1. Patient goes to the main Reception desk and gets an OPD (Out Patient Department)
card.

2. Depending on the complaint, patient is referred to the specialty department

3. Patient meets the receptionist of the specialty department and specialty department
OPD is made

4. Patient is sent to a Consulting room

5. (In a non teaching Hospital) patient is sent to a consultant/(In a teaching

Hospital)Intern or Post Graduate attend to the patient
6. Complaints are noted down and patient is sent to Examination room

7. PG and consultant discuss on the complaints mentioned and probable examinations to

be made is decided

8. Patients total body examination is done by specific priority to area of complaint and
vital signs are also noted down.

9. PG and Doctor make a provisional diagnosis

10. Required investigations are prescribed

11. If patient is not willing to continue then his provisional diagnosis becomes his final
diagnosis for the hospital

12. If the Patient agrees for the treatment then patient is directed to concerned laboratory

13. At Lab a staff collects the OPD card from patients and conducts the test mentioned.

14. The test results are directly sent to the Consultant

15. Final diagnosis is done and treatment is prescribed

16. Patient is given up a follow date(Usually 15 days, depending on the issue and asked to
come on same day to meet the same consultant)

17. Patient comes back on the specified date and meets the consultant

18. Consultant again checks the patient and if any other tests then it is noted on the OPD.
If patient has recovered then also it noted on the OPD.