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Health Care Services Marketing

Batch 24 Nilesh Dhumal-KHR2011SMBA24P002 Ramesh Gaonkar-KHR2011SMBA24P006

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Index
1. 2. 3. 4. 5. 6. 7.

Introduction about Service Marketing Introduction of Health Service Marketing Function and Systems of Hospital Basic Precautions What is patient satisfaction? Expectations ? Why Customer satisfaction? Factors that promote Demand
Affordability Perspective Promotion Avenues Attitude Perspective Quality Perspective To the Rural areas & the poor

8. Examples

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What is Service Marketing?

Examples: Defense, Postal, Education, health, Religious Services, Hospitals, Airlines, Hotels, Law Firms, Entertainment, etc
Definition: Activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical

product

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Services Unique characteristic - 1

INTANGIBILITY Customer is unable to experience theproduct prior to purchase

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Services Unique characteristic - 2

PERISHABILITY Cant be stored

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Services Unique characteristic - 3

INSEPERABILITY Production & consumption happen at the same place and cannot be separated

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Services Unique characteristic - 4

VARIABILITY

Difficulty in establishing consistency in quality

across Providers or within providers across Time across Delivery Centers

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Challenges in Service Marketing

Giving a feel for the product Managing Demand Fluctuations

Maintaining Quality
Cost Containment Attitudinal block in using proven marketing

principles in service marketing

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India spends least on healthcare among BRICS nations

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India may be growing as fast as the other BRICS economies, but its spending on healthcare is much lower. Data from World Bank confirm that among the comparable BRICS nations, which have similar socio, political and economic influence in the globe, India spends the least on public healthcare. Among all the BRICS nations, India's share of public expenditure in the total health expenditure is the lowest in each of the years between 2004 and 2009 (Graph 2). Both the Indian and Chinese governments appear to be allocating less to health, compared to other BRICS nations.

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Introduction
Health Care services are becoming more significant

today than ever before in India.

Along with the growth of the industry and services, the

demand for health care is also increasing.

But, what is of concern to the average Indian is the

prohibitive cost of this health care.

Many insurance companies have come into play and

they are taking over this burden of increased cost in health care.

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Function and Systems of Hospital

In case of patients admitted in hospital, many groups get

involved. Six Stages get involved with respect to hospital treatment for patient, namely:
Admission

Diagnosis
Treatment Inspection Control Discharge

These stages are not mutually exclusive and may be

interlinked

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The Main Functions of Hospital may be listed as follows

Environmental System-> Physical Environment of the

hospital affects patients response to treatment.

Social System-> The attitude of staff towards patients

can have positive effects , otherwise , the effect can be negative.

Cultural Relationships->Lower group income people

have problem in communicating with physicians which is oblivious. The barrier exists because of languages and class differences can have both positive and negative effects.

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Basis Precaution
Have a proper display boards and proper directions

to reduce noise and confusion and might reduce variability . Places where hospitals can reduce the variability are as follows
Waiting line of form admission
Information counter Waiting room Operation Theatre, Recovery room, Ward (cant

control) Visit of registrar

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What is patient satisfaction?

Patient Satisfaction is hospital services and its perception by the patient minus patient expectations
0 = Patient Satisfied - = Patient Dissatisfied + = Patient Delighted

Patient satisfaction measures need to be

developed from the patients perspective Patients are becoming better informed Involve patients for making improvements Patient satisfaction is not Static but Dynamic

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Patient Expectations
Good Medical Care Good Nursing Care Less Waiting Time Excellent Hospitality Personal Attention Courteous Behavior Affordable Charges Cleanliness

Good Coordination
Cooperation among

the Staff Discipline Communication & Information Transparency in charges and procedures

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Why customer satisfaction?

Health care is generally becoming

competitive Providers must not only maintain high clinical standards but also service that satisfies the patients To meet the dual challenge, providers must have an understanding of what constitutes both clinical excellence and customer satisfaction

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Sustainability Perspective
Increasing patient awareness and technology acceptance

Government as well as the voluntary sector is under

increasing pressure to meet costs.

International NGOs support for operating expenses have

lowered.
Developing a differential price mechanism and other

strategies to become self-sufficient through user fees and attracting paying patients.
Private practitioners have also recognised that goodwill of

the community increases their clientele.

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Factors that promote Demand - Availability Perspective

Services are available for longer or convenient hours
Patients are provided information through Brochures, Publicity, etc on services available Services are reliable and offered promptly Required equipment are available Patient friendly Systems & Procedures

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Factors that promote Demand - Accessibility Perspective

Good public transportation

Centrally located
Outreach Programs to reach out to the Rural

People

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Factors that promote Demand - Affordability Perspective

Standard pricing structure
Charges affordable by most of the people in the

Community
Transparency in Patient Fees no hidden

charges Simple procedure for getting free/subsidized care

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Factors that increase Demand - Promotion Avenues

Structured approach with designated staff
Good Rapport with Community Publicity through different media

Promotion at Outreach activities

Meetings/seminars for other doctors Developing a referral network

Promotion through satisfied patients

Industrial tie-up for routine examination of their employees

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Factors that affect Demand - Attitude Perspective

Reasons for Low Demand: Sophisticated technology will automatically trigger demand Belief that patients, if need eye care, will definitely come to us Providing Service as per Providers Convenience Systems & Procedures are not patient friendly Gap between Patients Expectations & Providers Perception Lack of patient orientation

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Factors that promote Demand - Quality Perspective

Skilled Doctor & other staff Standard Clinical Protocol Good Administrative System & Procedures Courtesy & Politeness Proper Explanation Clean environment and comforts meeting or exceeding

expectations Systems to monitor clinical outcomes & Patient satisfaction

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Factors that promote Demand - to the Rural areas & the poor
Reasons for Low Demand: No one to Escort Fear of Surgery Ignorance No desire for surgery No time for Surgery No money for surgery Promoting Demand: Counseling to build confidence that Staff will take care Health education Explain benefits Free Transport/Food Free/subsidized Surgery

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Dr Devi Prasad Shetty (born on May 8, 1953) is an Indian philanthropist and a cardiac surgeon. Dr. Shetty is accredited with pioneering quality medical care at affordable prices by achieving economies of scale. He was awarded the prestigious Padma Bhushan , third highest civilian award in India for his contribution to the field of affordable healthcare.

Dr.Shetty believes that, "Charity is not scaleable. If you give something free, you will run out of money". He started Narayan Hrudayalaya. He believes that the cost of healthcare can be reduced by 50 percent in the next 510 years if hospitals adopt the idea of economies of scale In August 2012, Dr. Shetty announced an agreement with TriMedx, a subsidiary of Ascension Health, Ascension Health is the largest Catholic and largest non-profit health system in USA. TriMedx is believed to have saved US $166 Million for its patients till date In 2012, Dr Shetty spoke on Aamir Khan's show, Satyamev Jayate, that he has opened a new medical insurance scheme in rural India where the poor pay a minute Rs. 10 per month for a yearly medical insurance plan provided by his hospitals and tele-clinics around India.

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http://www.narayanahospitals.com/

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Thank You