8/3/2019 16221 (1)

1/23

Customer Satisfaction

and Service MarketingPreethi Pradhan

preethi@aravind.org

mailto:preethi@aravind.orgmailto:preethi@aravind.org

8/3/2019 16221 (1)

2/23

Who are the customers in ahospital?

Patients

Family members

Referral DoctorsSuppliers

Employees

Who is the key customer in thehospital?

8/3/2019 16221 (1)

3/23

What is patient satisfaction? Patient Satisfaction is hospital

services and its perception by thepatient minus patient expectations

0 = Patient Satisfied

- = Patient Dissatisfied

+ = Patient Delighted Patient satisfaction measures need to

be developed from the patientsperspective

Patients are becoming better informed Involve patients for making

improvements

Patient satisfaction is not Static but

Dynamic

8/3/2019 16221 (1)

4/23

Patient Expectations Good Medical Care

Good Nursing Care

Less Waiting Time

ExcellentHospitality

Personal Attention

CourteousBehavior

AffordableCharges

Cleanliness

Good Coordination

Cooperation

among the Staff Discipline

Communication &Information

Transparency incharges andprocedures

8/3/2019 16221 (1)

5/23

Why customer satisfaction? Health care is generally becoming

competitive

Providers must not only maintain

high clinical standards but alsoservice that satisfies the patients

To meet the dual challenge,providers must have anunderstanding of what constitutesboth clinical excellence andcustomer satisfaction

8/3/2019 16221 (1)

6/23

What is Service Marketing? Examples: Defense, Postal, Education,

health, Religious Services, Hospitals,Airlines, Hotels, Law Firms, Entertainment,

etc Definition: Activity or benefit that one

party can offer to another that isessentially intangible and does not result

in the ownership of anything. Itsproduction may or may not be tied to aphysical product

8/3/2019 16221 (1)

7/23

Eye Care-Why do we need to do

service marketing?

Perspective

Public Health

Programme Perspective

Sustainability

8/3/2019 16221 (1)

8/23

Public Health Perspective: Increasing backlog of Blindness

Low levels of eye care services e.g.CSR in the Region varies from 500 to

3,500 Crucial to reduce the blindness rate

High geographic & gender disparitiesboth in the coverage of service as

well as in the quality of eye care. Demographic transition issues

Commitment to VISION 2020-TheGlobal Initiative

8/3/2019 16221 (1)

9/23

Programme Perspective

Rising costs of equipments & otherresources

Need to have economies of scale(lower fixed costs) to sustain

Increase resource utilization due toscarcity

Availability and Affordability of eye

services Make eye care programme effective

and efficient

New services coming to the forefront

8/3/2019 16221 (1)

10/23

Sustainability Perspective Increasing patient awareness and

technology acceptance

Government as well as the voluntarysector is under increasing pressure tomeet costs.

International NGOs support foroperating expenses have lowered.

Developing a differential pricemechanism and other strategies to

become self-sufficient through user feesand attracting paying patients.

Private practitioners have alsorecognised that goodwill of the

community increases their clientele.

8/3/2019 16221 (1)

11/23

Services

Unique characteristic - 1

INTANGIBILITYCustomer is unable to

experience theproduct prior

to purchase

8/3/2019 16221 (1)

12/23

ServicesUnique characteristic - 2

PERISHABILITY

Cant be stored

8/3/2019 16221 (1)

13/23

Services

Unique characteristic - 3

INSEPERABILITY

Production & consumption

happen at the same place andcannot be separated

8/3/2019 16221 (1)

14/23

Services

Unique characteristic - 4

VARIABILITY

Difficulty in establishingconsistency in quality across Providers or within providers across Time across Delivery Centers

8/3/2019 16221 (1)

15/23

Challenges in Service Marketing Giving a feel for the product

Managing Demand Fluctuations

Maintaining Quality

Cost Containment

Attitudinal block in using provenmarketing principles in servicemarketing

8/3/2019 16221 (1)

16/23

Factors that promote Demand- Availability Perspective

Services are available for longer orconvenient hours

Patients are provided information

through Brochures, Publicity, etc onservices available

Services are reliable and offeredpromptly

Required equipment are available

Patient friendly Systems &Procedures

8/3/2019 16221 (1)

17/23

Factors that promote Demand- Accessibility Perspective

Good public transportation

Centrally located Outreach Programs to reach out

to the Rural People

8/3/2019 16221 (1)

18/23

Factors that promote Demand- Affordability Perspective

Standard pricing structure

Charges affordable by most ofthe people in the Community

Transparency in Patient Fees no hidden charges

Simple procedure for gettingfree/subsidized care

8/3/2019 16221 (1)

19/23

Factors that increase Demand- Promotion Avenues

Structured approach with designatedstaff

Good Rapport with Community

Publicity through different media

Promotion at Outreach activities

Meetings/seminars for other doctors

Developing a referral network Promotion through satisfied patients

Industrial tie-up for routine

examination of their employees

8/3/2019 16221 (1)

20/23

Factors that affect Demand- Attitude Perspective

Reasons for Low Demand: Sophisticated technology will

automatically trigger demand

Belief that patients, if need eye care,will definitely come to us

Providing Service as per ProvidersConvenience

Systems & Procedures are not patientfriendly

Gap between Patients Expectations &Providers Perception

Lack of patient orientation

8/3/2019 16221 (1)

21/23

Factors that promote Demand- Quality Perspective

Skilled Doctor & other staff

Standard Clinical Protocol

Good Administrative System &

Procedures

Courtesy & Politeness

Proper Explanation

Clean environment and comfortsmeeting or exceeding expectations

Systems to monitor clinical outcomes& Patient satisfaction

8/3/2019 16221 (1)

22/23

Factors that promote Demand- to the Rural areas & the poor

Reasons for LowDemand:

No one to Escort

Fear of Surgery

Ignorance

No desire forsurgery

No time for Surgery

No money forsurgery

Promoting Demand:

Counseling to buildconfidence that

Staff will take care Health education

Explain benefits

FreeTransport/Food

Free/subsidizedSurgery

8/3/2019 16221 (1)

23/23