2. Marketing hospitals
Marketing in Hospitals Marketing is unethical” was the
frequent refrain in the eighties. This became favorable in the late
nineties as corporate companies like Wockhardt and Max India start
venturing into hospital industry. ‘Perception of patients’ was another
important consideration for hospitals, as they felt that the patients
would take them as profit oriented organization rather than service
oriented organization. Ultimately, marketing was accepted by many
hospitals.
3. Hospitals follow various marketing
and brand building exercises.
• Many hospitals have eminent personalities from the industry in their Board of
trustees.
• Private hospitals can attract their shareholders by offering discounts
• Success rate of surgeries are discussed in health magazines and newspapers,
which becomes a natural advantage for the hospital.
• Some hospitals by means of their past track record have created a niche market
for themselves.
• Hospitals hold seminars and conferences relating to specific diseases, where they
invite the doctors from all round the country, for detailed discussion.
• Hospitals can also promote medical colleges.
5. HEALTH CARE SUCESS
• Start with our educational programs
• Hospital marketing consulting and staff training
• Advertising for traditional media and the Internet
• Expands Mobile Health Promotion and Stretches Ad
Budget, Too
• High-Touch Technology Enhances Patient Satisfaction
and Hospital Public Relations
7. Apollo Health Street Limited Apollo
Pharmacies
Apollo Health & Lifestyle Limited
Family Health Plan Limited (FHP)
Med Varsity Online Limited
APOLLO HOSPITAL
10. 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.
11. 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. It can be
Cost based pricing
Competition based pricing
Demand based pricing
12. 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.
13. Promotions
QUALITY OF TREATMENT
WORD OF MOUTH
MEDICAL CAMP
MEDICAL TOURISM
MAJOR SURGERY
SOCIAL NETWORKING
14. 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.
15. 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.
16. • SAHI – Society to Aid the Hearing Impaired
• DISHA – Distance Health care Advancement Project
17. 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
18. 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
19. 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.
20. Facilities at Apollo Hospitals, Chennai, India
APOLLO SUITE
SUITE ROOM
DELUX ROOM SINGLE ROOM
PLATINUM WARD
21. Other Services offered by Apollo:
• Apollo Pharmacy operates round the clock catering to all your medicine needs.
• Café Apollo is a sit down dining facility of the hospital. It offers a wide selection of
snacks and a variety of meals.
• Apollo Food Plaza is food facility located in the atrium of the hospital serving a delightful
array of delicacies.
• Fast Food Café - For the convenience of ICU attendants there is a 24 hours cafe in the
ICU lobby.
• The Gift Shop carries a wide range of gifts including Confectionery, Cards, Books,
Newspapers, Magazines and other novelties.
• The Indraprastha Apollo Branch of the Oriental Bank of Commerce is located at one of
the Gates.
• The ICICI ATM counter is also located in the hospital.
22. 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.
23. 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
24. 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.
25. 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.
