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SERVICE SECTOR MANAGEMENT
HOSPITAL INDUSTRYMade by:- BINAY SHUKLA (21)
ANURAG SINGH (22)
MANOJ SONI (23)
JYOTI VERMA (24)
SHAILESH YADAV (25)
INTRODUCTION OF HOSPITAL
INDUSTRY
The Hospital Industry originated in the 437 B.C. in
Srilanka.
Hospital Industry was one of the oldest industries in the
world.
It was widely spread in the world.
Hospital includes many things.
For example diagnostic centre, birth centre, pharmacy
centre etc.
INTRODUCTION OF APOLLO HOSPITAL
First corporate hospital in 1983 in Chennai.
One of the largest group in Asia.
Owns & manages 41 hospitals in & around India & has a
total capacity of 7000 beds.
Declared as a ‘ Centre of Excellence’ by the Government
of India.
First Indian Hospital to receive the ISO 9002 and ISO
14001 certifications.
MARKETING MIX OF APOLLO INDUSTRY
MARKETING MIX
PEOPLE
PRODUCT
PLACEPRODUCTIVITY
PRICE
PROMOTIONPHYSICAL EVIDENCE
PROCESS
PRODUCT
AUGMENTED
POTENTIALEXPECTED
CORE
PRODUCT CONT…..
Core Expected Augmented Potential
Diagnosticservices
Hygiene levels Renownedconsultants
Robotic
surgery for cancer
Emergencyservices
Cleanliness Dress code of staff
Elevators Air conditioner
Ambulance Babysitting
PRICE
PRICING STRATEGIES
PLACE
The place part of the marketing mix is where the
customer receives the product or service.
Place in case of services determine where is the
service product going to be located.
Nature of Service.
Nature of Interaction.
Dependency on other services.
PROMOTION
QUALITY OF TREATMENT MEDICAL CAMP WORD OF MOUTH PUBLICITY
PEOPLE All human actors who play a part in service
delivery and thus influence the buyer’s
perceptions.
For e.g.:-
Physical evidence Physical evidence refers to the environment in
which the service is assembled and in which the
seller and customer interact, combined with
tangible commodities that facilitate performance
or communication of the service.
PROCESS
Service process is the way in which a service is
delivered to the end customer.
Process is something related to:
How do people consume services?
What processes do they have to go through to acquire the services?
Service itself.
Location of service delivery.
Degree of divergence.
PRODUCTIVITY Reliability: Perform promised service dependably and accurately.
Example: receive mail at same time each day.
Responsiveness: Willingness to help customers promptly.
Example: avoid keeping customers waiting for no apparent
reason.
Assurance: Ability to convey trust and confidence.
Example: being polite and showing respect for customer.
Empathy: Ability to be approachable.
Example: being a good listener.
Tangibles: Physical facilities and facilitating goods.
Example: cleanliness.