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Case study Narayana Hrudayalaya : Cardiac care for

the poor

Group-5ARAVIND

RAJAVARDHAN SOWMYANISHANT

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Vision - “Affordable quality healthcare for the masses

worldwide”.

Mission -

“A dream to making quality healthcare accessible to the masses worldwide”.

Objectives -

“Provide holistic, timely patient care, continually upgrade knowledge and technology in patient care, enhance customer relationships and provide an enriching experience”.

Narayana Hrudayalaya Heart Hospital

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Relationship MarketingAdopted a holistic marketing approach

Internal marketing Integrated

Performance marketing

Relationship

Narayana Hrudayala

ya

Well trained surgeons, staff and efficient

administrative personnel

Low cost products, cost cutting and

effective products and services

Subsidized costs of free of cost operation

procedures for the poor

Biocon India limited, Asia heart

foundation(AHF),charity and funding from payable

customers.

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Corporate Social ResponsibilityLegal behavior (Pg-7, Para 2, ……..NH is only 22%.....)Ethical behavior (Pg-6, Para 2, …………NH also

avoided……..)Sustainability (Pg-6, Para 4, …….the hospital used…………)

Source: Kotler, Corporate social responsibility page:623

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Cause Related Marketing

Cause marketing benefits and costs (Pg-5, Para-5,

…..highest quality…)

Choosing a cause (Pg-9,Para-2,………NH were also…..)

Source: Kotler, Cause related marketing page:628

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The 4 P’s

Marketing Mix

PRODUCTCCU’s, Telemedicine

PRICEAvg. Rs.90,000

80%cost reduction in medicines, short term agreements

PLACEHeart of technology,

The plan of health city

PROMOTION

Yeshasvini scheme, NGO’s

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New Views on CSR

• Transform value chain activities to benefit society while reinforcing strategy

• Engage in strategic philanthropy that leverages capabilities to improve salient

areas of competitive context

Source: Kotler, Marketing insight page:627

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Thank you