1. RAHUL MISHRA - 0901201780

2.  Health care or healthcare is the treatment and
prevention of illness.
 The healthcare industry in the country, which
comprises hospital and allied sectors, is projected to
grow 23 per cent per annum.
 The particular sectors associated with these groups
are: biotechnology, diagnostic substances, drug
delivery, drug manufacturers, hospitals, medical
equipment and instruments, diagnostic laboratories,
nursing homes.
 Health care systems are composed of individuals and
organizations that aim to meet the health care needs
of target populations.

3.  This industry also has demand supply
characteristics like any other industry.
 Demand side features:
Irregular and unpredictable
Illness is costly in itself
Government provides services at lower rates.
 Supply side features:
Licensing
Limitations on admissions to medical or health
related institutions
Lack of profit by medical care hospitals.

4.  INVENTORY
Services cannot be stored.
 INSEPARABILITY
It cannot be separated from the service
provider.
 INCONSISTENCY
Service varies from place to place as human
factor is involved.
 INTANGIBILITY

5.  The healthcare industry in the country, which
comprises hospital and allied sectors, is
projected to grow 23 per cent per annum to
touch US$ 77 billion by 2012 from the current
estimated size of US$ 35 billion
 The corporate India is therefore, leveraging on
this business potential and various health care
brands have started aggressive expansion in the
country. Some of the companies that plan to
increase their footprints include Anil Ambani’s
Reliance Health, the Hindujas, Sahara Group,
Emami, ApolloTyres and the Panacea Group.

6.  The Rural Health Survey Report 2009,
released by the Ministry of Health, stated
that during the last five years rural health
sector has been added with around 15,000
health sub-centres and 28,000 nurses and
midwives.

7.  PRODUCT
Emergency services
Ambulance services
Diagnostic services
Pharmacy services
Causality services
 PRICE
Price usually depends on treatment prescribed
by the respective consultants and the
facilities offered to the patient.

8.  PROMOTION
Camps in rural areas
Sponsor frequent visits to the spastic society
master health programmes
diabetes health checkups
Hospitals generally advertise in health and fitness
magazines.
 PLACE
It refers to contact point between the customer and the
service provider, who gets the benefit of the service.
This element in the marketing mix leads to the
identification of a suitable location.

9.  PEOPLE
It is necessary that the staff in hospital are
trained to offer quality patient care with
human touch using state of the art
technology.
 PROCESS
The Joining Phase
The Intensive consumption Phase
The detachment Phase
Feedback

10.  PHYSICAL EVIDENCE
staff follows a dress code
segregated into different departments
Maintain hygienic, cleanliness and whole
hospital must be well lit

11.  Traditionally, hospitals have been considered to be capital-
intensive businesses with long gestation or breakeven
periods.
 Faced with liquidity issues, players have been exploring
models such as management contracts and public-private
partnerships (PPP).
 Focus on PPP
The Indian Government is encouraging the participation of
organised players to utilise their expertise in managing a
quality set up.
Private sector intervention has become imperative to
enhance the efficiency of systems.

12.  Management contracts
▪ These provide an additional revenue stream to hospitals
and are being explored in terms of private and
government healthcare establishments.
▪ Players such as Fortis and the ManipalGroup have
entered this space.