Hospital & Healthcare Industry

7/31/2019 Hospital & Healthcare Industry

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Submitted by: Manish PooniaRoll no : 04171

submitted to : Divya mam.

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Hospital is an integral part of a social and medicalorganisation.The health care industry has various streams likeAllopathy, Homeopathy, Ayurveda, Nature care etc.A Hospital where large number of professionally &technically skilled people apply their skill andknowledge with the help of advanced equipmentand appliances.The basic function of a hospital is to give propertreatment to the patients.

Medical services are primarily provided by thecentral & state government. In the Indianenvironment majority of the government hospitalsare found to be reduced.

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A service industry like hospital has to offer the bestof services to a patient. A hospital has thefollowing service characteristics.1 : Hospital & Health care servicesare highly intangible.

2) : Health services are produced &consumed at the same time & cannot be separatedfrom their providers.3) : Variability tries to reduce thevariability factor in order to standardise the quality

of services.4) Word of mouth is thebest form of publicity and it also play an importantrole in service quality.

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The following are the Principles dimensions.(RATER).

1 : The physical facilities, equipment,personnel & communication facilities.2) : It is the ability to perform thepromised service dependently and accurately.

3) : The willingness to help patientsand to provide prompt service.4) The knowledge & courtesy of theemployees and their abilities to convey trust &confidence.

5) The provision of caring individualizedattention to patient.

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In an increasingly competitive health care marketplace, marketing has became important forhospitals.Most of the hospitals in India are of a world class

stature.Today most of the hospitals are equipped with themost advanced diagnostic and treatment facilities.Some of the hospitals have even obtained ISO 9002

certification. Ex. LILAVATI HOSPITAL, APOLLOHOSPITAL, MALLYA HOSPITAL.

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TEACHING-CUM-RESEARCH GENERAL

HOSPITAL

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ALLOPATHIC HOSPITAL AYURVEDIC

HOSPITAL

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The management of a non profit making institutionor a social service institution is difficult.If we want qualitative and quantitativeimprovement in the hospital services the principlesof marketing management be applied.1)

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Hospital is a non profit making organisation.Marketing management helps an organisation inraising its potentiality and assist the users bymaking goods or services.1)

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The main product of the hospital is the medicalservices. The services in a hospital differ from onehospital to another.There are three categories of services in a hospital.A)1) This department is speciallymeant for patients having sickness of grave naturerequiring immediate treatment.2) In the OPD allpatients are examined irrespective of the degree of

illness. After the patient is examinedin the OPD they are advised admission to theinpatient ward if necessary.

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4) Intensive Care Unit (ICU): The ICU is considered tobe the heart of the hospital. It is meant for thosepatients who require special treatment.5) Operation Theatres: Sophisticated equipmentsand appliances should be made available in anoperation theatres of a hospital.

Sterilization, supply & maintenance of instruments,materials, garments are some of the supportiveservices that enriches the hospital services such as:

Hospital medication, Official laundry, Laboratories,Clinical pathology, Blood bank, Nursing services.

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Price is an important element in the marketing mix.Prices charged by a hospital depends on thetreatment and facilities given to the patient.The basic objective of hospital is not profitmaximization but to provide quality service at a

reasonable price.The pricing strategy adopted by a hospital does notdepend on the price offered by competitors but thenature of facilities & services offered.The Government hospitals adopt cost free pricing

strategy.Where as trust & private hospitals adopt subsidizedor cost based pricing strategy.

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In the hospital marketing the promotion strategyalso need a careful approach. The promotion in thehospital services can be personal & impersonalpromotion.The promotion can be through advertising,publicity, and sales promotion measures.In hospital services impersonal promotion isimportant as advertising and publicity. There isalso a growing need for effective public relations.

The major difference between marketing of hospital services and other service is that the otherservices are required to expand the market bytransforming the potential users into actual users.

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The selection of place is very important in order toavoid the inconvenience to the users in reachingthe hospital in time.Adequate transport & communication facilities

should be available where the hospitals are located.While selecting a suitable site for the location of ahospital, the management should see that ainfrastructural facilities are available.

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People are also an important element in themarketing mix. They play an important role in theprovision of services.A satisfied customer is a source of influencingother customers.

It is necessary that the staff in the hospital betrained to provide quality patient care with in atouch. This can be done by-Use of latest technology.Motivating the employees to be efficient, dedicated

and loyal.Providing continuous on job training to theemployees.

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Process has been the subject to study in themanufacturing but of late it has been given muchattention in the service sector.In a hospital the process is divided into three phases.They are:1)Patients ArrivalRegistration & case paper preparation.2)Patients diagnosisTreatment3)Discharge of the patientPayment of the bill at the billing counter.

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The environment in which the service is deliveredwith physical or tangible commodities and wherethe firm and the customer interact is called thephysical evidence.Physical evidence plays a very important role in thehospital services.In a hospital there is a dress code for the staff which indicates professionalism and to maintaindiscipline.

It is necessary for hospital to be well organized andspecial care should be taken to maintain hygiene,cleanliness and whole hospital should be well it.

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Maharashtra state has always remained on theforefront in successful implementation of varioushealth programmes.National Health Programmes like malaria,

Eradication, Leprosy control, Tuberculosis controletc are implemented successfully so as to controland eradicate the diseases.The progress has been made in creation of network

health infrastructures for preventive, promotive,curative and rehabilitative services that arerendered even to the remote corner of the state.

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The development of the health care facilities areinfluenced not only by the opening of hospitals orhealth care center but more by their effectivemanagement.

The Indian market offers huge opportunity for theservice providers to make an impact on the qualityof the Indian health care services.In the hospital services the public relation

department play an important role in raising thecreativity and acceptability of the hospital services.

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In India 12% of the national expenditure is onhealth care.India's expenditure on health is relatively high ascompared to the other developing countries.

A World Health Organisation (WHO) report statesthat India needs to add 80,000 hospital beds eachyear to meet the demand of its population.In the last 50 years, India's hospital care facilities

are improving rapidly.

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The Indian market is very price conscious. Nearly60 to 70% of the health care expenditure comesfrom the self paid category.In Indian the health care industry is expected to

grow more than double with in the next decade.The hospitals can use various strategies to retainits clients as well as increase the number of patients such as-

1) Developing Infrastructure2) Getting new technology3) Promoting the service to customer.

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Hospitals plays an very important role in thehuman body. The basic function of ahospital is to give proper treatment to theinjured & sick patients.

Most of the hospitals in India are worldclass stature. They have gone in for thetotal health care both preventive & curative.Some of the hospitals have been obtainedISO 9002 certification EX Lilavati Hospital,Apollo Hospital, & Mallya Hospital.

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Hospital & Healthcare Industry