Apollo Marketing Final

ByJayKumar Shukla(50)

Mayank Nandwani(51)Rahul Chauhan(52)Rahul Dharna(53)

AHEL

• incorporated as a Public Limited Company in the year 1979

• Promoted by Dr. Prathap C Reddy• has over 8500 beds across 50 hospitals in India,

Asia and Africa• It is the leading private sector healthcare

provider in Asia• Turnover for the last 4 years has improved from

US $ 13.22 mn. to US $ 55 mn

Apollo hospitals

• World class infrastructure and facilities.• Hired top quality medical personnel which is

the key of Apollo’s reputation and service. Apollo took every opportunity to publicize the accomplishments of its Doctors

• Effective application of the latest medical technology

• International Affiliation and Accreditation.

Initiatives Taken By Apollo

• SAHI - Society to Aid the Hearing Impaired• Telemedicine• DISHA - Distance Healthcare Advancement

Project• Disaster Relief Programs• SACH - Save a Child's Heart• Reach• CURE - An Apollo Hospitals cancer care initiative

Its Major competitors

• AIIMS• Fortis Hospitals• Max Hospital• Metro Hospitals• Medanta Medicity

Marketing Strategies

of

Apollo Hospitals

1 . Health checkup plans for one n all

• Apollo Executive Health Checkup• Apollo Heart Checkup• Apollo Whole Body Checkup • Apollo Well Woman Checkup• Apollo Breast Checkup• Apollo Child Health Checkup• Fetal Wellness Package

2. International Prospects

• Medical tourism• more than one million international medical

patients per year• Medical tour with Pick up and accommodation

facilities• Has centers of excellence in Bangladesh, Ghana,

Nepal, Nigeria, Dubai, Qatar, Kuwait, etc.

3.Apollo Health and Lifestyle Ltd. (AHLL)

• Building on the success of its hospitals, the Apollo group decided to enter the primary care market.

• Two thirds of health care expenditures occur outside hospitals, that is a very large share of the cake.

• In an unusual step for the health care industry, Apollo chose a franchising concept to roll out its clinics.

4.Tie up with Local Doctors

• Apart from expending its own coverage area its also focusing on the local doctors operating in a particular area.

5.Pharmacy Network

• 43% of revenue of Apollo group came from the Pharmacy Division. Initially, Apollo had added pharmacies to its own hospitals to benefit Apollo patients. By 2005, however, the group operated the largest pharmacy network in India with 189 outlets. 70% of these were standalone pharmacies that were not connected to an Apollo hospital.

6.International Consulting & Projects

• Transition management• Operations management • In 2004, international assignments accounted

for 33% of consulting revenues, a figure that was expected to rise to 50% in the next few years.

7.Apollo Munich health insurance (let’s Uncomplicate)

• Apollo Hospitals Group has joined hands with Munich Health, a world leader in the field of health insurance.

Apollo faced criticism that its services were not for the masses, Apollo reacted by expanding its services to the poor class, Has set aside free beds for the poor.

Marketing Mix of Apollo Hospital

PRODUCT1.Medical services

•Audiology and speech therapy•Cardiology and cardiothoracic surgery•Dental care and implantology•Dermatology•Emergency and trauma care•Ear, nose and throat•Gastroenterology•Intensive-care•Internal medicine•Knee surgery•Neurosciences•Obstetetics•Oncology•Plastic and cosmetic surgery•Orthopaedics•Paediatrics and neonatology•Transplant nephrology

2) CBCC(comprehensive blood and cancer centre)3) Apollo health check

4) Apollo special clinics•Breast clinic•Diet clinic•Knee clinic•Liver clinic•Pain management clinic•Sugar clinic

5) Diagnostic and therapeutic services•Histopathology and cytology•Biochemistry•Blood bank•Hyperbaric oxygen therapy•Microbiology•Transplant immunology

6) Category of rooms.

7) Day care surgery

8) Telemedicine

9) Apollo pharmacy 24*7

Specialization

•Coronary Angiography & Angioplasty•Open Heart Surgery•Stem Cell Transplantation•Knee Replacement•Kidney Transplantation•Cosmetic Surgery•Paediatric Cardiology•Radiation & Surgical Oncology

Other services:-

Hospitals ConsultancyInformation Technology including internet based technology TelemedicineEducation and Training Virtual Medical UniversityHome Healthcare Pharmacy Retailing.

Services

• Provided first Insurance facility- 1986 in collaboration with United India insurance company.

• In 1992 Introduced Artery Stenting for the first time in India. • In 1993, launched 24 hour ambulance services.• In 1995, Apollo Hospitals performed its first Bone Marrow Transplantation, as

well as the first multi organ transplant in the country.• In 2002, Started First Med initiative in Chennai.

With respect of medical technologies:-• First to install the most modern diagnostic and surgical infrastructure like the

320-Slice CT Scan and many others.• First hospital group to bring the 320 Slice CT- Angio scan system and the 64

Slice CT-Angio scan system to India. • First hospital group in South-East Asia to introduce the 16 Slice PET-CT Scan.• First hospital in India to perform Total Knee Replacement and the Illizarov

procedure.• First Indian hospital to be awarded the 1S0 9002 and ISO 14001 Certifications.

Branding of Apollo Hospitals• Brand is a promise.• Total Quality Management.Brand Mantra: Not just confines to curative care, but let

people know how not to fall prey to illness.Uniqueness: Trust of patients and providing

comprehensive healthcare.A Super brand

PLACE

Marketing Mix: Place strategies

• First in 1983 – Chennai by Giani Zail Singh(President of India)

• Telemedicine technology- For Rural in1999• Digital nervous system- For Masses• Asian expansion plan with the first clinic in

Dubai established in March 1999.• India's healthcare sector is estimated to

touch $14.2 billion by 2012 from $9 billion in 2006.

Expansion Plans:-

• Apollo too plans to add 3,000 beds in four years to it current capacity of about 8,000 beds by 2015.

• Plans to add 900 beds in Bhubaneswar, Lavasa, Kolkata and Secunderabad in current year.

• Rs 1,800-crore expansion plan to hire nearly 23,000 people in the next three to four years.

• The Apollo Hospitals group today includes over 8065 beds across 46 hospitals in India and overseas, neighbourhood diagnostic clinics, an extensive chain of Apollo Pharmacies, medical BPO, health insurance services and clinical research divisions that are working on the cutting edge of medical science.

However, the largest achievement of the Apollo group has been to take quality healthcare to across the length and breadth of India. Of touching 10 million lives and giving hope to an entire segment of the Indian population who did not have an option beyond limited medical infrastructure.

Apollo has succeeded in being more than just a quality healthcare provider. It has been a major player in scripting the medical landscape of the nation. This is primarily because the group has continuously been at the helm of several game-changing innovations in Indian healthcare

PRICE

Earlier Apollo used the price skimming strategy as there are few competitors, it charges higher price for services but now it is offering services of all price range or we can say that its now focusing on penetration pricing that is that its target group is people of all income group.

Cost comparison of treatment

- liver transplant that cost $300,000 in the United States was $45,000 - Similar price differences existed for cardiac surgery ($30,000 vs. $6,000) - orthopedic surgery ($20,000 vs. $4,500) - bone marrow transplants ($250,000 vs. $30,000)

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Malaysia Singapore Thailand India

DESTINATIONS

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PRICESr. No.

Name of the Health Check up Price

1 Apollo Master Health Check Rs. 3,750/-

2 Apollo Executive Check Rs. 4,000/-

3 Apollo Heart Check Rs. 4,900/-

4 Apollo Advanced Heart Check RS. 15000/ -

5 Apollo Whole Body Check Rs. 7500/-

6 Apollo Well Women Check Rs. 1,450/-

7 Apollo Child Check Rs. 1,050/-

8 Apollo Diabetic Check Rs. 3,750/-

9 Apollo Cancer Check Rs. 2,500/-

10 Apollo Stroke Check Rs. 3,800/-

11 Apollo Knee Check(Basic) Rs. 2,000/-

12 Apollo Liver Check Rs. 2,350/-

Categories Tariff INR/ USD Common Room Amenities

General Ward Rs. 1500 / $ 33

» A/C consists of 4, 5 or 6 beds separated by curtains / partitions.» Common TV with cable connection" Telephone for incoming calls. » For attendant a dari and a pillow.

Semi-Private Room Rs. 2700 / $ 60

» Common TV with cable connection»Separate telephones are provided. » For attendant, bedding will be provided. » One Toilet.

Single Room Rs. 5500 / $ 121.5

» Single bed A/c units.» TV and telephone facility» Wardrobe with a large bathroom» Sofa cum bed is provided for the attendant

Deluxe Room Rs. 6500 / $ 143.5» Room larger in size» Provided with refrigerator» Spacious bathroom and includes all other facilities of a single room.

Suite Room Rs. 12500 / $ 276

»Large bath attached to patient's room » Pantry» Lounge» Separate bathroom for the attendants. » Special patient bed with remote control facility for various reclining positions for patient comfort is provided

ICU Rs. 5000 / $ 110.5Ventilator Charges are extra - Rs. 2100 / $ 46 per day

HDU Rs 2500 / $ 55 Emergency Ward Rs. 130 / $ 3 (Per Hour) Max Rs. 1300/ $ 29 Per day

Day Care Rs. 300 / $ 6.5 (Per Hour) Max Rs. 2500/ $ 55.5 Per day

Triage Rs. 530 / $ 12 (Per Hour) Max Rs. 2000 / $ 44 Per day

PROMOTION• PROMOTIONAL ACTIVITY

•Billion Hearts beating campaign.•Health checkup drill•Nutritional assessment of children between 5 months to 5 years was carried out for all Anganwadis.•Apollo faced criticism that its services were not for the masses, Apollo reacted by expanding its services to the poor class•Has set aside free beds for the poor

MARKETING OF SERVICETo market its services to international patients, Apollo partnered with SITACARE Incoming, a division of Kuoni Travel (India).

Thank you