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To understand and study the current international marketing strategy and develop new international marketing strategy for the hospital.
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Presented by KIRANKUMAR GHANAPURAM
DEVELOPING INTERNATIONAL MARKETING STRATEGY FOR
CANCER HOSPITAL
• "International Marketing is the performance of business activities that direct the flow of a hospital's goods and services to patients in more than one nation for a profit.” it is simply marketing to patient’s or hospitals outside of your own domestic market. It is the application of marketing principles to more than one country.
• A hospital faces six major decisions in international marketing
INTRODUCTION
Deciding on global
marketing organization
Deciding on global
marketing program
Deciding how to
enter the market
Deciding which
market to enter
Deciding whether to go global
Looking at the global marketing
environment
• What is cancer? group of diseases characterized by uncontrolled growth and spread of abnormal cells
• leading cause of death in developed countries and the second leading cause of death in developing countries
• Cancer rates could further increase by 50% to 15 million new cases in the year 2020
• Huge opportunity for all the Indian Cancer hospitals to serve foreign patients by developing effective International Marketing strategy
• In 2010, about 600,000 patients traveled to India and spent US$1 billion in getting treated here.
• The majority patients actually came for cardiac treatment, cancer treatment, knee replacement.
CERTAIN FACTS ABOUT CANCER
THE STUDY GENERALLY AIMED TO• Study the global pattern of cancer• Market segmentation for common cancers• Identify the marketing mix for the largest marketing activity• Develop a customized marketing plan for International business of
Cancer Hospital• Comprehend the importance of collaborative relationships in
international marketing efforts. • Know how to screen countries to evaluate their suitability for the
hospital internationalization.• Explain the communication tools for international marketing
OBJECTIVES OF THE STUDY
• Geography: The study pertains to Mumbai in India.
• Operational: The study is limited to cancer hospitals and super specialty hospitals of India
• Special Area: International marketing department
• Temporal: 05 yrs
SCOPE OF STUDY
Primary Data• International cancer Patients surveys at THM• Observation ( at central registration and OPD at TMH)• interaction with top managementSecondary data:• Internet• Books
DATA COLLECTION
GLOBAL CANCER – NEW CASES
2008
2010
2015
2020
2025
2030
0 5 10 15 20 25
7.5
7.9
9
10.2
11.6
13.1
12.6
13.2
15
16.9
19
21.3
INCIDENCE MORTALITY
• The average increase incidence rate is 2.6% per year • The average increases mortality rate is 3% per year.• The average increase mortality: incidence ratio is 0.60 • From the global cancer- prediction chart it is clear that, every year
the cancer cases and death number is gradually increasing. The global cancer incidence and mortality rate in 2012 will be 13.8 M and 8.3 M respectively. The global cancer incidence and mortality rate in 2014 will be 8.8 M and 14.5M respectively.
• Is it clear from the above statistics that there is a huge crowd in the world who suffer from cancer. This is an opportunity for all the Indian Cancer hospitals to serve such patients by developing effective International Marketing strategy.
MARKET SEGMENTATION BASED ON “DEMOGRAPHIC CHARACTERISTICS” SUCH AS CANCER POPULATION SIZE AND GROWTH
OBSERVATION AND ANALYSIS
WORLD WIDE DISTRIBUTION OF NEW CASES AND DEATHS OF CANCER (2008)
(25.3%)3,208,882
(1.1%)
135,864
(5.7%)715,571
(7.2%)906,008
(12.7%)1,603,870
(48.1%)6,092,359
EUROPE OCEANIAAFRICA LATIN AMERICA AND CARIBBEANNOTHERN AMERICA ASIA
INCIDENCE
(22.7%)1,715,240 (0.7%
)55,07
2
(7..2%)541,779
(7.2%)542,051
(8.4%)
638,328
(53.8%)4,072,332
EUROPE OCEANIAAFRICA LATIN AMERICA AND CARIBBEANNOTHERN AMERICA ASIA
MORTALITY
OBSERVATIONS• The cancer incidence and mortality rate, percentage wise and total
number wise is high in Asia region. The incidence and mortality percentage is 48.1 % (total number of case- 6,092,539) and 53.8 % (total number of cases- 4,072,332) respectively.
• The second rank goes to Europe region. Which is having incidence of 25.3 % (total number of cases- 3,208,882) and mortality of 22.7 % (total number of cases- 1,715,240) respectively.
• The lowest cancer incidence and mortality is in Oceania region. Incidence 1.1 % (total number of cases-135,864) and mortality 0.7 % (total number of cases-541,779)
• The mortality: incidence ratio (survival rate) is highest in Africa region (0.75)
• In North America the mortality: incidence ratio is 0.39 which lowest among the mentioned regions.
• In Asia the mortality: incidence ratio is 0.66.
ANALYSIS• From the above observations, the Asia will be the best region to
select as target market based on worldwide incidence and mortality rate.
• Taking into considerations of mortality: incidence ratio the Africa region can be select as secondary target market.
• Through the incidence, mortality and mortality: incidence ratio is average in Europe and American region, the other factors such as treatment waiting time, cost etc are high in these regions. Hence there is potential to get patients from these regions also. So that, hospital can also choose these regions as target market.
TOP TEN CANCERS IN ASIA REGION: Both sexes, All ages
LUNG STOMACH LIVER BREAST COLORECTUM OESOPHAGUS CERVIX UTERI LEUKAEMIALIP, ORAL CAVITY PROSTATE
22.3
18.6
14.6
13 12.9
9.6
7.6
4.33.7 3.4
19.2
13.4 13.4
4.8
6.77.9
43.4
2.21.4
INCIDENCE MORTALITY
Observations• In Asia, the Lung cancer is having highest incidence and mortality rate. • In Asia, lung cancer incidence and mortality rate per 100,000 is 22.3 and
19.2 respectively. • The prostate cancer is having lowest cancer incidence and mortality rate per
100,000 which is .3.4 and 1.4 respectively. • The mortality: incidence ratio is more for the Liver cancer (0.91) and low for
prostate cancer (0.41).Analysis• The top five cancers in Asia region are: Lung, Stomach, Liver, Breast and
Colorectum. • hospital can target those countries which are having highest cancer
incidence and mortality rate for above mentioned top five cancer types.• Specially those countries which are having highest number of Liver cancer
cases as the mortality: incidence ratio is highest for Liver cancer in Asia region.
ESTIMATED CACNER INCIDENCE AND MORTALITY IN TOP 20 ASIAN COUNTRIES: Both
Sexes and All Ages
ISRAEL KOREA CHINESE MONGOLIA ARMENIA JAPAN SINGAPORE KAZAKHSTAN CHINA LEBANON
288.3262.4
244.1 242.2207.5 201.1 196 186.5 181 169.6
102.1 100.5120.7
185.2154.2
94.8 90.1
136.9 124.6 115.8
INCIDENCE MORTALITY
BRUNEI AZEBAIJAN MYANMAR THAILAND KYRGYZSTAN LAO PDR TURKEY INDONESIA MALAYSIA NEPAL
162.4 157.9 152.9 150.5 147.5 146.1 144.8 143.5 142.9 141.6
96.4
121.9106.4
93.6105.5 112.5
103.6 107.493.4
106
INCIDENCE MORTALITY MORTALITY
Observations• Israel and Korea have the highest cancer incidence rate in Asia (288.3
and 262.4 new cases per 100,000 respectively). • Mongolia and Armenia have highest all cancer mortality rate in Asia.
(185.2 and 154.2 deaths per 100,000 respectively). • The mortality: incidence ratio is highest in Lao PDR and Azerbaijan
(0.77), Mongolia (0.76), Armenia Nepal and Indonesia (0.74) • The poor health structure and economy in above mentioned countryAnalysis• Hospital can choose the following Asian countries as target market:
Lao PDR, Mongolia, Nepal and Indonesia.
ESTIMATED CANCER INCIDENCE AND MORTALITY IN MALE IN TOP 20 ASIAN COUNTRIES: All Ages
KOREA ISRAEL CHINESE TAIPEI MONGOLIA ARMENIA JAPAN KAZAKHSTAN CHAINA SINGAPORE TURKY
309.4 303.7282.3 281.5
260.4 247.3225.4
211 208.2182.3
149.9116.4
158
230.3209.5
129.4
181.3158.6
110141.1
INCIDENCE MORTALITY
LEBANO BRUNEI AZERBAIJAN VIET NAM LAO PDR CAMBODIA KYRGYZSTAN THAILAND INDONESIA TUEKMENISTAN
177.8 176.7 173.6154.4 154.1
125.9
152.7 146 145.9 143.4130.4
91.5
139.9122.6 129.1 127.5 120.8
102.6120
111.6
INCIDENCE MORTALITY
OBSERVATIONS• Korea and Israel have the highest all-cancer incidence rate in male
(309.4 and 303.7new cases per 100,000 respectively).• Mongolia and Armenia have highest all cancer mortality rate in male.
(230.3 and 209.5 deaths per 100,000 respectively). • The mortality: incidence ratio is highest in Cambodia (1.01), Lao PDR
(083), Indonesia (082), Armenia and Mongolia (0.80) ANALYSIS• The survival rate is low Cambodia, Lao PDR, Armenia, Mongolia and
Indonesia.• There for Hospital can choose these Asian countries as target market.
ESTIMATED CANCER INCIDENCE AND MORTALITY IN FEMALE IN TOP 20 ASIAN COUNTRIES: All Ages
ISRAEL KOREA MONGOLIA CHINESE TAIPEI SINGAPORE ARMENIA JAPAN KAZAKHSTAN MYANMAR LEBANON
280.4
234.4210.8 208.5
188.4172.8 167.6 166.5 164.8 162.1
91.664
147.2
85 73.3
116.1
68
111.3 103.5 102.5
INCIDENCE MORTALITY
THAILAND NEPAL BRUNEI CHAINA KUWAIT AZERBAIJAN KYRGYZSTAN MALAYSIA INDONESIA LAO PDR
156.1 154.2 153.5 152.4 148.5 147.7 145.9 145.2 144.6 140.9
85.9
108.8 109.491.5
83.8
109.194.5
82.298.2 98.8
INCIDENCE MORTALITY
OBSERVATIONS• Israel and Korea have the highest all-cancer incidence rate in female
(208.4 and 234.4 new cases per 100,000 respectively).• Mongolia and Armenia have highest all cancer mortality rate in
female. (147.2 and 116.1 deaths per 100,000 respectively) • The mortality: incidence ratio is highest in Azerbaijan (0.73),
Mongolia (0.72), Brunei (0.71), Nepal and Lao PDR (0.70)ANALYSIS• Hospital can choose the following Asian countries as target market:
Azerbaijan, Lao PDR, Nepal, Mongolia and Brunei, as the survival rate in these country is low.
1.Denmark
• Over all rate 326.1• Male rate 334.7• Female rate 325.3
2.Ireland
• Over all rate 317• Male rate 355.9• Female rate 285.1
3.Australia
• Over all rate 314.1• Male rate 360.5• Female rate 274.4
4.New Zealand
• Over all rate 309.1• Male rate 337.6• Female rate 287.1
5.Belgium
• Over all rate 306.8• Male rate 351.3• Female rate 275.7
• Over all rate 300.4• Male rate 360.6• Female rate 254.9
6.France
• Over all rate 300.2• Male rate 335• Female rate 274.4
7.US
• Over all rate 299.1 • Male rate 338.4• Female rate 270.3
8.Norway
• Over all rate 296.6• Male rate 325.9• Female rate 275
9.Canada
• Over all rate 295• Male rate 348.8• Female rate 259.1
10.Czench Republic
TEN WORST COUNTIRES WITH HIGHEST INCIDENCE RATE
OBSERVATIONS• Among the top ten worst countries Denmark ranks first with highest
incidence rate 326.1 per 100,000.• Ireland and Australia have cancer incidence rate 317 and 314.1 per
100,000 respectively. • The lowest incidence rate is 295 per 100,000 in Czech Republic.• The mortality rate per 100,000 is highest in Denmark (135.1) and Czech
Republic (135). • The mortality: incidence ratio is highest in Czech Republic (0.45) and
Denmark (0.41)• In Canada and Ireland the mortality: incidence ratio is 0.38 and 0.36
respectively.
ANALYSIS• The cancer survival rate is low in Denmark, Czech Republic• The cancer treatment waiting time is high in Denmark, Canada.• Hospital can choose the following countries as target market: Denmark,
Czech Republic, Canada and Ireland as in these countries the incidence and mortality rates are high and chances of survival is low.
• Hospital can also select U.S. as target market because in U.S. the treatment waiting time and cost is high. There is equal chance of getting patients after good marketing in this country.
• Therefore the core target market will be U.S. and Canada.
WORLDWIDE CANCER INCIDENCE AND MORTALITY: Both Sexes, All Ages (2008)
(12.7%)1,608,055
(10.9%)1,384,155
(9.8%)1,235,108
(7.8%)988,602
(7.1%)899,102(5.9%)
749,744(4.2%)530,2
32
(3.8%)481,6
45
(3.0%)382,6
60
(34.8%)4,403,251
LUNG BREAST COLORECTUM STOMACHPROSTATE LIVER CERVIX UTERI OESOPHAGUSBLADDER OTHER
INCIDENCE
(18.2%)1,376,579
(9.7%)737,419
(9.2%)695,726
(8.1%)609,051
(6.1%)458,503
(5.4%)406,533
(3.6%)
275,008
(3.5%)
266,669
(3.4%)
258,133
(32.8%)2,481,181
LUNG STOMACH LIVER COLORECTUMBREAST OESOPHAGUS CERVIX UTERI PANCREASPROSTATE OTHER
MORTALITY
WORLDWIDE ESTIMATED NUMBER OF CANCER NEW CASES AND DEATHS IN MALE: All Ages
(16.5%)1,092,056
(13.6%)899,102
(10.0%)663,904
(9.7%)640,031(7.9%)
523,432(4.9%)
326,245
(4.4%)
294,345
(3.0%)
199,736
(3.0%)
195,456
(27.0%)1,783,537
LUNG PROSTATE COLORECTUMSTOMACH LIVER OESOPHAGUSBLADDER NON-HODGKIN LYMPHOMA LEUKAEMIAOTHER
(16.5%)1,092,056
(13.6%)899,102
(10.0%)663,904
(9.7%)640,031(7.9%)
523,432(4.9%)
326,245
(4.4%)
294,345
(3.0%)
199,736
(3.0%)
195,456
(27.0%)1,783,537
LUNG PROSTATE COLORECTUMSTOMACH LIVER OESOPHAGUSBLADDER NON-HODGKIN LYMPHOMA LEUKAEMIAOTHER kiranghanapuram@gmail.
com
(22.9%)1,384,155
(9.4%)571,204
(8.8%)530,232
(8.5%)515999(5.8%)
348,571(4.8%)288,38
7
(3.7%)22631
2
(3.7%)22474
7
(2.7%)16396
8
(29.6%)1,791,135
BREAST COLORECTUM CERVIX UTERI LUNGSTOMACH CORPUS UTERI LIVER OVERYTHYROID OTHER
(13.7%)458,503
(12.8%)427,586
(8.6%)288,654
(8.2%)275,008
(8.2%)273,489
(6.5%)217,592(4.2%)
140,163
(3.9%)130,52
6
(3.8%)128,29
2
(30.1%)1,005,363
BREAST LUNG COLORECTUM CERVIX UTERISTOMACH LIVER OVERY OESOPHAGUSPANCREAS OTHER
WORLDWIDE ESTIMATED NUMBER OF CANCER NEW CASES AND DEATHS IN FEMALE: All Ages
TOP THREE CANCERS
LUNG CANCER16%
PROSTATE CANCER14%
STOM-ACH
CANCER 10%
OTHER CANCERS60%
IN MALE
BREAST CANCER23%
CERVIX CANCER 9%
BOWEL
CAN-CER9%
OTHER CANCERS59%
IN FE-MALE
MARKET SEGMENTATION BASED ON GEOGRAPHICAL CHARACTERISTICS SUCH AS CANCER TYPE
OBSERVATION AND ANALYSIS
AGE STANDARDISED BREAST CANCER RATE 2008
89.785.5 85
76.7
68.9 66.4
59.1 57
45.5 44.339.1 39 38.1
32.7 32.7 31.8 3127.3 26 25.3
17.5 15.4 17.914.8 15.3 15.3 14.6
11.516.7
13.2 14.2 12.5
19.314.4
17.8 18.913.4 10.8 9.6
6.3
INCIDENCE RATE
MORTALITY RATE
BELGIUM DENMARK FRANCE THE NETHERLANDS ISRAEL ICELAND IRELAND URUGUAY NEW ZEALANDSWITZERLAND
109.2101.1 99.7 98.5 96.8 95.5 93.9 90.7 89.4 89.4
21 20.8 17.6 20.5 18.3 18.8 21.7 24.3 19 15.8
INCIDENCE RATE MORTALITY RATE
U.K. FINLAND ITALY AUSTRALIA CANADA LUXEMBOURG GERMANY SWEDEN FRENCH POLYNESIA U.S.A.
89.1 86.3 86.3 84.8 83.2 82.3 81.8 79.4 76.8 76
18.6 13.7 16.1 14.7 15.6 14.2 16.9 14.821.6
14.7
INCIDENCE RATE MORTALITY RATE
COUNTRIES WITH THE HIGHEST INCIDENCE OF BREST CANCER
OBSERVATIONS• The Breast cancer incidence rate per 100,000 is highest in European,
(89.7), American (76.7) and Australian (85.5) region and highest mortality in African (19.3), central and eastern America (16.7) and Asian (14.4) region.
• The countries with highest breast cancer incidence rate per 100,000 is Belgium (109.1) and Denmark (101.2), and highest mortality is Ireland (21.7) and Uruguay (24.3).
• The mortality: incidence ratio is highest The Netherland (0.20), Ireland (0.23), Uruguay (0.26) and Iceland (0.19)
• The all rate are moderate in U.S., U.K and Canada.ANALYSIS • The cancer treatment cost in U.S.,U.K. and Canada is high in
comparison to India (80 % less). • Therefore countries Like U.S., U.K., Canada (high cost) and The
Netherlands, Iceland (low survival) can be selected as target market. [email protected]
AGE STANDARDISED LUNG CANCER RATE 2008
41.5
32 31.4 31.330.1 29.6 29.2 28.6 28
25.723
20 19.1 18.5 17.4 16.513.8
8.9 8.6 8.3
30.4
26.8
21.8
24.826.6
23.8 24.6 25 23.9
19.7 19.417.6 16.8 16.9 15.9 15.5
12.6
8.5 8.1 7.8
INCIDENCE RATE
MORTALITY RATE
PER 100,000
COUNTRIES WITH THE HIGHEST INCIDENCE OF LUNG CANCER
52
43.6 42.1 40.9 40.7 38.4 37.6 36 35.9 35.5
46
38.2
30.434.9 36.7 34.6 35.8
30.7 29.9 29.1
INCIDENCE MORTALITY
34.7 34.1 34 33.5 33.3 32.1 31.6 31.4 31.3 31.331 31.427.6 28.7 28
22.5
29.1 29.726.6 25.9
INCIDENCE MORTALITY
OBSERVATIONS• The Lung cancer incidence and mortality rate per 100,000 is highest
in regions- North America and Eastern Asia and lowest in Southern Africa and Melanesia.
• The countries with highest Lung cancer incidence rate per 100,000 is Hungary (52), U.S. (43.6), Poland (42.1) and mortality rate per 100,000 is Hungary (48), French Polynesia (38.2), Denmark (34.6), Serbia (36.7).
• The mortality: incidence ratio is highest Africa, Asia, America and Melanesia. The same is more than 0.80 in Hungary, U.S., Poland, French, Polynesia, Denmark, Canada, The Netherlands and U.K.
ANALYSIS • The lung cancer treatment waiting time in U.K. is (60-62 DAYS), U.S.
(> 30 DAYS), Canada (4-7 WEEKS). • Hospitals having specialized doctors, latest technology for lung
cancer treatment can select U.S., U.K., Canada and above mentioned countries as target market. kiranghanapuram@gmail.
com
AGE STANDARDISED INCIDENCE RATE FOR STOMACH CANCER 2008
30
15.3 14.6 14.112.4
11.4 10.9 10 9.4 8.6 8.5 7.7 7.1 6.5 6 5.7 5.3 5.3 4.9 4.7
20.3
11.9 12.510.3 10.2
7.29.1
78.3
7.1 6.2 5.66.9
4.2 4.1 5 4.93.1
4.6 4.5
INCIDENCE RATE
MORTALITY RATE
COUNTRIES WITH THE HIGHEST INCIDENCE OF STOMACH CANCER
COSTA RICA ALBANIA PERU KAZAKHSTAN MALI VIET MAN TAJIKISTAN JAMAICA CHILE RUSSIA
21.8 21.3 21.2 20.6 20.318.9 18.9 18.3 17.9 17.516.8 17.9 18.2 17.6
19.7
1416.3
14.4 15 15.2
INCIDENCE MORTALTIY
KOREA MONGOLIA JAPAN CHINA GUATEMALA HONDURAS BHUTAN ECUADOR KYRGYZTAN BELARUS
41.4
3431.1 29.9
26.6 26.624.2 23.7 23.6 22.5
14.6
26.5
13.5
23.3 22.2 22.3 22.1 20.7 20.1 18.8
INCIDENCE MORTALITY
OBSERVATIONS • The both Stomach cancer incidence and mortality rate per 100,000 is
highest Eastern Asia (incidence 30/ mortality 20.3) and less developed regions (incidence 15.3/ mortality 11.9).
• The country with highest stomach cancer incidence rate per 100,000 is Korea (41.1), Mongolia (34), Japan (31.1), and China (29.9). And mortality rate per 100,000 is Mongolia (26.5) and China (23.3).
• The mortality: incidence ratio is highest Eastern Africa (0.95), Australia/New Zealand (0.92), Polynesia (0.90), and (Central, Eastern, Southern) Europe (0.88). The same is highest in Mali (0.97), Russia (0.86), Chile (0.83), Bhutan (0.91) and Belarus (0.83)
ANALYSIS• African countries, Bhutan, Belarus, Russia, Mali and Chile (low
survival rate ) can choose as target market. • But still other countries (high incidence) can attract on cost effective
basis as cancer treatment cost is low in India in comparison
AGE STANDARDISED INCIDENCE RATE FOR PROSTATE CANCER 2008
104.2
93.185.6
73.1 71.1
61.753.9
50.2 50 48.1
34.829.1 28.2 28
22.216.4 15.8 14.5 13.8 12
15.4 12.4 9.915.4
26.3
10.5
19.3 16.210.4
14.1 12.6 10.9 11.27.5
18.313.4 12.4 11.7
7.5 5.6
INCIDENCE RATE
MORTALITY RATE
COUNTRIES WITH THE HIGHEST INCIDENCE OF PROSTATE CANCER
FRANCE BARBADOS IRELAND FRANCE ICELAND FRANCE AUSTRALIA NORWAY URUGUAY PUERTO RICA
173.7
140126.3 118.3 112.1 108.2 105 104.1 102.8 102.2
29.5
61.7
13 12.7 17.9 24.2 15.4 18.6 26.113.8
INCIDENCE MORTALITYMAR-TINIQUE
METROPOLITAN GAUDE-LOUPE
CANADA
BELGIUM
NEW ZEA...
SWEDEN
FRENCH ...
SWITZE
R...
TRINIDAD ...U.S.
A.
FINLA
ND
GERMANY
101.5 100.5 99.7 95.5 94.8 91.3 89.4 83.8 83.2 82.7
11.7 11.6 15.1 19.9 2414.4
46.9
9.7 13.6 11.7
INCIDENCE MORTALITY
OBSERVATIONS • Prostate cancer incidence rate per 100,000 is highest in
Australia/New Zealand (104.2), Western Europe (93.1) and North American (85.6) region. And mortality rate per 100,000 is highest for the same in Caribbean (26.3) and Southern Africa (19.3) and Western Africa (18.3).
• The top country for highest Prostate cancer incidence and mortality rate per 100,000 is France Martinique (173.7) and Barbados (61.7) respectively.
• The mortality: incidence ratio is highest African region (Western 0.82, Middle 0.81, Eastern 0.80) and Melanesia (0.78). And this rate in Trinidad and Tobago is (0.52) and Barbados (0.44).
ANALYSIS • Hospital can choose the African and Melanesia countries,
Trinidad and Tobago, and Barbados (U.K., Canada and Germany) as their target market based on prostate cancer type.
AGE STANDARDISED INCIDENCE RATE FOR COLORECTUM CANCER 2008
AUSTRALIA
/NEW ZE
ALAND
WESTERN EUROPE
SOUTHERN EUROPE
NORTHERN EUROPE
NORTHERN AMERICA
MORE DEVELOPED REGIO
NS
CENTRAL AND EAST
ERN EUROPE
MICRONESIA
EASTERN ASIA
WORLD
CARIBBEAN
SOUTH-EAST
ERN ASIA
SOUTHERN AFR
ICA
SOUTH AMERICA
WESTERN ASIA
LESS
DEVELOPED REGIO
NS
POLYNESIA
MELANESIA
CENTRAL AMERICA
NORTHERN AFRICA
39
33.131.1 30.5 30.1 30.1
25.5
22.1
18 17.3
14.2 13.9 13.2 12.6 11.6 10.7 10.7
7.2 6.8 6.4
13 11.9 12.5 11.89.1
12
15.1
10.58 8.2 8.8 9 10
7.1 7.2 6.1 5.3 64.2 5
INCIDENCE RATE
MORTALITY RATE
COUNTRIES WITH THE HIGHEST INCIDENCE OF COLORECTUM CANCER
42.1 41.2 40.5 40.4 39.2 38.7 38.3 38.1 38 37.8
19.922.3
15.412.4
18.2
12.6 13.6 11.715.2 15.9
INCIDENCE MORTALITY
ITALY BELGIUM IRELAND GERMANY KOREA SLOVENIA CHINESE TAIPEI SINGAPORE LUXEMBOURG CROATIA
36.5 36.1 36.1 35.5 35.2 34.9 34.8 34.6 32.9 32.8
11.7 11.6 13.2 12.410.2
16.813 14.2
10.6
18.1
INCIDENCE MORTALITY
OBSERVATIONS • Incidence rate of Colorectum cancer is highest in Australia/New
Zealand (39 per 100,000) and Western Europe (33.1 per 100,000) region. And mortality rate is highest for the same in Central and Eastern Europe region (15.1 per 100,000) and in some more developed regions (12 per 100,000).
• The top country for highest Colorectum cancer incidence and mortality rate is Slovakia (42.1 per 100,000) and Hungary (22.3 per 100,000).
• The mortality: incidence ratio is highest in Australia/New Zealand (0.47) and less developed regions (0.48), Singapore is (0.83), Croatia (0.78) and Ireland (0.75).
ANALYSIS• Hospital can choose the all European countries mentioned above and
Singapore and Australia/New Zealand as target market for Colorectum cancer type population.
354
90
106 4 4
3 32 2 2 21 11 1 11 1
BANGLADESH NEPAL
NIGERIA KENYA
IRAQ PAKISTAN
U.A.E TANZANIA
OMAN AFGHANISTAN
ICELAND MALDIVES
YEMEN SAUDI ARABIA
LIBERIA ERITREA
U.S.A U.K.
ETHIOPIA
TOTAL NUMBER OF CANCER PATIENTS CAME TO TMH FROM DIFFERENT COUNTRIES (2010)
173
40
6
55
3 3
1 1 11 1 11 1 111 1
BANGLADESH NEPAL
IRAQ KENYA
NIGERIA OMAN
YEMEN U.A.E
AFGHANISTAN CANADA
U.K. SRILANKA
ZIMBABWE ICELAND
MAURITIUS CONGO
ZAMBIA MADAGASCAR
MOZAMBIQUE
TOTAL NUMBER OF CANCER PATIENTS CAME TO TMH FROM DIFFERENT COUNTRIES ( JAN-JUNE 2011)
PERCENTAGE OF CANCER PATIENTS COMING TO TMH FROM DIFFERENT COUNTRIES (APRIL-JUNE 2011)
70
19
4
32
1 1 1 1 1 1
Bangladesh Nepal
Iraq Nigeria
Kenya Afghanistan
Yemen Oman
U.A.E. U.K.
Zambia
OBSERVATIONS • The maximum number of cancer patients coming to THM is from
Bangladesh.• The second rank goes to Nepal following Iraq, Nigeria and Kenya.• The reason for this, in these countries the Economy and
Healthcare structure is poor in comparison to Indian Healthcare and Economy. More waiting time for treatment and fewer services causing these country patients to travel India for treatment purpose.
• TMH have made brand image itself without any marketing. The word of mouth, treatment services, technology, and specialized doctors played important role for branding of TMH.
ANALYSIS• Hospital can select any following Asian country for target market-
Iraq, Nigeria, Kenya, Yemen, Oman, U.K., U.S., Afghanistan, Tanzania, and Zambia.
INTERNET USER PERCENTAGE IN DIFFERENT RIGION
Asia Europe North America The Caribbean Africa Australia New Zealand
21.50%
58.40%
77.40%
23.20%
10.90%
80.10%
85.40%
RESULTS AND CONCLUSION
AISA AFRICA EUROPE AMERICA MIDDLE EAST
Sri Lanka Nigeria U.K U.S Yemen
Nepal Kenya Denmark Canada Oman
Sri Lanka Tanzania Iceland Afghanistan
Mauritius Zimbabwe Ireland Iraq
Maldives Zambia The Netherlands U.A.E
Mongolia Czech Republic
Lao PDR Croatia
Indonesia Belarus
Bhutan
MARKET SEGMENTATION
P’S PEOPLE• Cancer Patients of Asia, Europe And America Region, both
sexes and all ages PLACE• As per Market segmentation PROMOTION• Electronic Media, Print Media, Tie Ups With healthcare
facilitators and Referral Hospitals, representative offices PRICE
MARKETING MIX
P’S PEOPLE
– Cancer Patients of Asia, Europe And America Region, both sexes and all ages PLACE
– As per Market segmentation PROMOTION
– Joint Venture 1) Tie Ups With healthcare facilitators and Referral Hospitals 2) representative offices
– Media 1) Electronic Media 2) Print Media– Medical Tourism– Member Associations 1) FICCI 2)CII 3) ASSOCHAM 4)Chamber Of Commerce– Facilitation Center Or Hospitals in Abroad
PRICE
MARKETING MIX
• Development of high quality infrastructure of international standards and availability of highly skilled and experienced surgeons in order to attract patients from both developed and developing countries
• Adopt all latest technologies for better patient satisfaction CyberKnife ARTISTE IGRT PET-CT 3DCRT Digital Mammogram etc
MARKETING STRATGY
• Training of the entire hospital staff for handling international patients and their needs in order to facilitate consumer delight which in turn will prove very helpful for word of mouth marketing. Mouth to mouth Publicity (word of mouth) has seen to be the most effective in attracting international patients
• Tie-Ups with various Medical Tourism and Tourist Company, • Member Associations 1) FICCI 2)CII 3) ASSOCHAM 4)Chamber Of
Commerce• Facilitation Center Or Hospitals in Abroad• Joint Venture• Media 1) Electronic Media 2) Print Media
MARKETING STRATGY
• 28,563,377 (July 2009 est.)
Population:
• (Intl $, 2009) 69
Total expenditure on health per capita :
• (2009) 5.8
Total expenditure on health as % of GDP:
MARKETING PLAN FOR NEPAL
CURRENT MARKETING SITUATION
• 0–14 years: 36.6% (male 5,327,484/female 5,127,178)• 15–64 years: 59.2% (male 8,094,494/female 8,812,675)• 65 years and over: 4.2% (male 566,666/female 634,880) (2009 est.)
Age structure:
• 1.281% (2009 est.)
Population growth rate:
• 23.18 births/1,000 population (2009 est.)
Birth rate:
• 6.97 deaths/1,000 population (July 2009 est.)
Death rate:
• at birth: 1.04 male(s)/female under 15 years: 1.04 male(s)/female• 15–64 years: 0.92 male(s)/female 65 years and over: 0.89 male(s)/female• total population: 0.98 male(s)/female (2009 est.)
Sex ratio:
• total population: 65.46 yearsmale: 64.3 years
Life expectancy at birth:
• Cancer mortality: incidence ratio 0.75• Estimated cancer mortality 106/100,000• Estimated cancer incidence 141.6/100,000
Cancer mortality: incidence ratio:
• definition: age 15 and over can read and writetotal population: 62.8%male: 69.7%female: 55.9% (2003 est.)
Literacy:
• Adarsha Samaj National Daily Karobar Economic Daily• Gorkhapatra Jana Aastha National
Weekly• Kantipur Publications The Himalayan Times• Nepali Times
List of most famous newspapers :
The internet users percent in Nepal:
• From the below bar diagram it is clear that, the number of internet users percentage is gradually increasing every year, But still the number is comparatively less.
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0.20 0.24 0.31 0.38 0.38
0.83
1.14
1.41
1.73
2.13
INTERNET USERS
TOP FIVE CANCERS IN NEPAL:
• From the below bar diagram it is clear that, the number of internet users percentage is gradually increasing every year, But still the number is comparatively less.
LUNG STOMACH GALLBLADDER LIP, ORAL CAVITY LEUKAEMIA
19.3
8.27 6.7
5
17.6
7.6 6.94.7 4.2
0.92 0.92 0.98 0.7 0.84
TOP FIVE CACNERS IN NEPAL
INCIDENCE MORTALITYMORTALITY:INCIDENCE RATIO
TOP FIVE CANCERS IN MALE IN NEPAL
• From the below bar diagram it is clear that, the number of internet users percentage is gradually increasing every year, But still the number is comparatively less.LUNG STOMACH LIP, ORAL CAVITY LEUKAEMIA NON-HODGKIN
LYMPHOMA
20.7
10.2 10.2
5.9 5.7
19.1
9.47.3
5 4.2
0.92 0.92 0.71 0.84 0.73
TOP FIVE CACNERS IN MALE IN NEPAL
INCIDENCE MORTALITYMORALITY:INCIDENCE RATIO
TOP FIVE CANCERS IN FEMALE IN NEPAL
• From the below bar diagram it is clear that, the number of internet users percentage is gradually increasing every year, But still the number is comparatively less.CERVIX UTERI LUNG BREAST OVARY HODKIN
LYMPHOMA
32.4
18.2
23.5
10 8.6
17.6 16.3
11.9
7.6 8.5
0.54 0.89 0.50.760000000000
001 0.99
TOP FIVE CACNERS IN FEMALE IN NEPAL
INCIDENCE MORTALITYMORTALITY:INCIDENCE RATIO
TOTAL NUMBER OF NEPALI PATIENTS CAME TO TMH IN 2010
• From the below bar diagram it is clear that, the number of internet users percentage is gradually increasing every year, But still the number is comparatively less.
55
36
TOTAL NUMBER OF NEPALI PATIENTS CAME TO TMH IN 2010
MALE FEMALE
DISTRIBUTION OF NEPALI PATIENTS BASED ON DMG (2010)
• The graph shows the maximum number of Nepali patients has come TMH for Head & Neck, Breast, Thoracic Services Treatment
19
12
4
14
5
910 10
5
21
DISTRIBUTION OF NEPALI PATIENTS BASED ON DMG (2010)
DISTRIBUTION OF NEPALI PATIENTS BASED ON SPECIALTY (2010)
• The graph shows the maximum number of patients came for Surgical and Medical procedures for TMH.
Surgical Onco-logy
Medical Onco-logy
Paediatric Onco-logy
Medical Gastroentero-
logy
Pathology Medical GI
63
18
51 3 1
DISTRIBUTION OF NEPALI PATIENTS BASED ON SPECIALTY (2010)
DISTRINUTION OF MALE PATIENTS BASED ON DMG
• The maximum number of patients came for Head & Neck services
BONE & SOFT TISSUE ; 7
PAEDIATRIC SOLID TUMOURS; 3
GASTRO INTESTINAL ; 6
HEAD & NECK SERVICES ; 16
THORACIC ; 7
PAEDIATRIC HEMATO LYMPHOID; 3
ADULT HAEMATO LYMPHOID ; 7
UROLOGY ; 3 BREAST ; 1
DISTRINUTION OF MALE PATIENTS BASED ON DMG
DISTRINUTION OF FEMALE PATIENTS BASED ON DMG
• The maximum number of female came for Breast and Gastro Intestinal cancer treatment.
BREAST ; 13
GASTRO INTESTINAL ; 4PAEDIATRIC SOLID TUMOURS; 1BONE & SOFT TISSUE; 3
THORACIC ; 3
PAEDIATRIC HEMATO LYMPHOID; 2
HEAD & NECK SERVICES; 3
GYNECOLOGY; 2
UROLOGY ; 2
NEURO-ONCOLOGY; 1 ADULT HAEMATO LYMPHOID ; 2
DISTRINUTION OF FEMALE PATIENTS BASED ON DMG
THE DISTRIBUTION NEPALI PATIENTS BASED ON AGE0-14; 9
15-64; 72
65 & ABOVE; 10
DISTRINUTION OF FEMALE PATIENTS BASED ON AGE
DIFFERENT AGE GROUP 0-14 CAME TO TMH
PEDIATRIC SOLID TUMOURS; 4
PEDIATRIC HEMATO LYMPHOID; 4
THORACIC; 1
THE PATIENTS OF AGE 0-14 CAME TO TMH
THE PATIENTS OF AGE 15-64 CAME TO TMH
BREAST; 13
BONE & SOFT TISSUE; 10
GASTRO INTESTINAL; 8HEAD & NECK SERVICES; 16
THORACIC; 8
ADULT HAEMATO LYMPHOID; 9
UROLOGY; 5PAEDIATRIC HEMATO LYMPHOID; 1 GYNECOLOGY; 2 NEURO-ONCOLOGY; 1
THE PATIENTS OF AGE 15-64 CAME TO TMH
PATIENTS OF AGE GROUP 65 & ABOVE CAME TO TMH
THORACIC; 3
HEAD & NECK SERVICES; 3
GASTRO INTESTINAL; 2
BREAST; 1
PATIENTS OF AGE GROUP 65 & ABOVE CAME TO TMH
• The main product for the Nepal country will be the Treatment Procedures, Doctors, Technology and Packages for the following DMG– HEAD & NECK SERVICES, THORACIC, BREAST, BONE & SOFT TISSUE, GASTRO INTESTINAL– For male- HEAD & NECK SERVICES, BONE &SOFT TISSUE, THORACIC, GASTRO INESTINAL– For female- BREAST, GASTRO INTESTINAL– The specialty- SURGICAL, MEDICAL, PAEDIACTRIC, PATHOLOGY
PRODUCT
• Development of high quality infrastructure of international standards and availability of highly skilled and experienced surgeons FOR THE ABOVE MENTIONED DMG TYPES in order to attract NEPALI patients
• Adopt all latest technologies for better patient satisfaction CyberKnife ARTISTE IGRT PET-CT 3DCRT Digital Mammogram etc
• Training of the entire hospital staff for handling NEPALI patients and their needs in order to facilitate consumer delight which in turn will prove very helpful for word of mouth marketing. Mouth to mouth Publicity (word of mouth) has seen to be the most effective in attracting international patients.
MARKETING STRATEGY
• Tie-Ups with various Medical Tourism and Tourist Company IN NEPAL COUNTRY
• Facilitation Centers in NEPAL • Media- Print MediaThe internet users percentage in Nepal is very low in comparison to other
country in Asia and world. Therefore the use of print media would be benefit for the marketing.
ADERTISEMENTS, ARTICLES, NEWSLLETTERS, PATIENTS TESTIMONIAL IN FOLLWING NEPAL COUNTRY NEWS PAPERS
Adarsha Samaj National Daily Karobar Economic Daily Gorkhapatra Jana Aastha National Weekly Kantipur Publications The Himalayan Times Nepali Times
HOSPITALSPRODUCT
IAH RGCIRC HCG FH DHRC NHH
DOCTORS
TECHNOLOGY
ACCREDITAITON
SPECIALITY
INFRASTRUCTURE
INTERNATIONAL PATIENTS
DEPARTMENT
SERVICES
PATIENTS TESTIMONIAL
WHAT HOSPITALS HAVE MARKETED ON THEIR WEBSITES
• IAH- Indraprastha Apollo Hospital VERY HIGH MARKETED • RGCIRC- Rajiv Gandhi Cancer Institute & Research Centre VERY HIGH MARKETED • HCG- Health Care Global Oncology Hospital MEDIUM MARKETD• FH- Fortis Healthcare LOW MARKETED• DHRC- Dharamshila Hospital & Research Centre• NHH- Narayana Hrudayalaya Hospital
• (The degree of marketing of products is decided on their location, presence, description, links, navigation, and easy access on web site of the hospital. Very High Marketed-means the hospital mentions he products on their home page. The view of product is distinct and that mainly attracted the patients to come to hospital. High Marketed-there is separate links/page for the products. The link will opened either on one or two clicks. The navigation and access is very easy. Medium Marketed- no separate links/pages or if there is it opens after more clicks and high navigation. Low marketing-just mentioned on site, just presence, no separate description)
• It is clear from the above chart, that majority hospital IAH (Indraprastha Apollo Hospital), RGCIRC (Rajiv Gandhi Cancer Institute & Research Center), DHRC (Dharamshila Hospital & Research centre) and NHH (Narayana Hrudayalaya Hospital) have stressed more on accreditation part and infrastructure for their web marketing.
• They strongly used this part to easy view and direct link for virtual view of the hospital on home page. In virtual view they have added clear, 360 degree (NHH) and good pixel pictures and videos of hospital premises, OT, wards etc to give exact view.
• The secondary importance has given to the international patient’s facilities or medical tourism.
• All hospitals have added their well developed medical plan containing various steps starting from patient pick up to payment methods.
• After this almost every hospital intelligently used patient’s testimonials for the marketing. • Hospital like IAH, HCG have given equal importance to doctors in web marketing while
hospitals like RGCIRC, DHRC, and NHH has given equal secondary importance to their specialties.
• In all above mentioned hospitals, only HCG strongly used cancer technology like CyberKnife, ARTISTE, and PET CT in web marketing.
• The least used for web marketing is technology, after that rank goes to services and doctors.
OBSERVATIONS
• The accreditation of hospital plays major role in hospital marketing.• For internationalization the hospital must have virtual tour of the hospital on website. • It is essential as the patient comes from various countries that they have never seen the
hospital. So that to get experience of the hospital virtually and feel for what the hospital like to be here and meet doctors in terms of seeing photos and reading backgrounds.
• The hospital must international patients facilities centre or medical tourism department to attract them
• The medical plans for these patients should be very simple stating each and every step for easy understanding.
• It is clear that, only HCG has used strongly latest technology that in marketing. Here the technology has played big role in these hospitals marketing. Based on these technologies, the HCG attracting many international patients.
• Therefore one should have give equal importance to the technology in the hospital marketing
• The hospital like TATA MEMORIAL getting international patients due technology and doctors.• Hence hospitals should use their doctors, technology and international facilities primarily on
their web marketing.
ANALYSIS
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