Service Marketing--Health Care Service MARKETING

7/29/2019 Service Marketing--Health Care Service MARKETING

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Health Care ServicesMarketing

Nilesh Dhumal-KHR2011SMBA24P002

Ramesh Gaonkar-KHR2011SMBA24P006

Batch 24


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1. Introduction about Service Marketing2. Introduction of Health Service Marketing

3. Function and Systems of Hospital

4. Basic Precautions

5. What is patient satisfaction? Expectations ?6. Why Customer satisfaction?

7. Factors that promote Demand Affordability Perspective

Promotion Avenues

Attitude Perspective

Quality Perspective

To the Rural areas & the poor

8. Examples

Index


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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 is essentially intangible anddoes not result in the ownership of anything. Its

production may or may not be tied to a physicalproduct


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Services Unique characteristic - 1

INTANGIBILITY

Customer is unable to experience theproduct

prior to purchase


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PERISHABILITY

Cant be stored


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INSEPERABILITY

Production & consumption

happen at the same place and cannot beseparated


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VARIABILITY

Difficulty in establishing consistency inquality across Providers or within providers across Time across Delivery Centers


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Challenges in Service Marketing

Giving a feel for the product

Managing Demand Fluctuations

Maintaining Quality Cost Containment

Attitudinal block in using proven marketingprinciples in service marketing
http://www.thehindubusinessline.com/http://www.thehindubusinessline.com/http://www.thehindubusinessline.com/


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India spends least on healthcare among BRICSnations
http://www.thehindubusinessline.com/http://www.thehindubusinessline.com/http://www.thehindubusinessline.com/


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India may be growing as fast as the other BRICS economies, but itsspending on healthcare is much lower.

Data from World Bank confirm that among the comparable BRICSnations, which have similar socio, political and economic influence inthe globe, India spends the least on public healthcare.

Among all the BRICS nations, India's share of public expenditure in thetotal health expenditure is the lowest in each of the years between2004 and 2009 (Graph 2). Both the Indian and Chinese governments

appear to be allocating less to health, compared to other BRICSnations.

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Introduction

Health Care services are becoming more significanttoday than ever before in India.

Along with the growth of the industry and services, thedemand for health care is also increasing.

But, what is of concern to the average Indian is the

prohibitive cost of this health care.

Many insurance companies have come into play andthey are taking over this burden of increased cost in

health care.

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Function and Systems of Hospital

In case of patients admitted in hospital, many groups getinvolved. Six Stages get involved with respect to hospitaltreatment for patient, namely:

Admission

Diagnosis

Treatment

Inspection

Control

Discharge

These stages are not mutually exclusive and may be

interlinked

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The Main Functions of Hospital may belisted as follows Environmental System-> Physical Environment of the

hospital affects patients response to treatment.

Social System-> The attitude of staff towards patientscan have positive effects , otherwise , the effect canbe negative.

Cultural Relationships->Lower group income people

have problem in communicating with physicianswhich is oblivious. The barrier exists because oflanguages and class differences can have bothpositive and negative effects.

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Basis Precaution Have a proper display boards and proper directionsto reduce noise and confusion and might reducevariability .

Places where hospitals can reduce the variability areas follows

Waiting line of form admission

Information counter

Waiting room

Operation Theatre, Recovery room, Ward (cantcontrol)

Visit of registrar

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What is patient satisfaction?

Patient Satisfaction is hospital services andits perception by the patient minus patientexpectations

0 = Patient Satisfied

- = Patient Dissatisfied+ = Patient Delighted

Patient satisfaction measures need to bedeveloped from the patients perspective

Patients are becoming better informed Involve patients for making improvements

Patient satisfaction is not Static but Dynamic

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Patient Expectations

Good Medical Care

Good Nursing Care

Less Waiting Time

Excellent Hospitality

Personal Attention

Courteous Behavior

Affordable Charges

Cleanliness

Good Coordination

Cooperation among

the Staff Discipline

Communication &Information

Transparency incharges andprocedures

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Why customer satisfaction?

Health care is generally becomingcompetitive

Providers must not only maintain highclinical standards but also service thatsatisfies the patients

To meet the dual challenge, providers

must have an understanding of whatconstitutes both clinical excellence andcustomer satisfaction

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Sustainability Perspective

Increasing patient awareness and technology acceptance

Government as well as the voluntary sector is underincreasing pressure to meet costs.

International NGOs support for operating expenses havelowered.

Developing a differential price mechanism and other

strategies to become self-sufficient through user fees andattracting paying patients.

Private practitioners have also recognised that goodwill ofthe community increases their clientele.

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Factors that promote Demand

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Availability Perspective Services are available for longer or

convenient hours

Patients are provided information throughBrochures, Publicity, etc on servicesavailable

Services are reliable and offered promptly

Required equipment are available

Patient friendly Systems & Procedures

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- Accessibility Perspective

Good public transportation

Centrally located Outreach Programs to reach out to the Rural

People

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- Affordability Perspective Standard pricing structure

Charges affordable by most of the people in the

Community Transparency in Patient Fees no hidden

charges

Simple procedure for getting free/subsidizedcare

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Factors that increase Demand

- Promotion Avenues Structured approach with designated staff

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 oftheir employees

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Factors that affect Demand

- Attitude Perspective

Reasons for Low Demand:

Sophisticated technology will automatically triggerdemand

Belief that patients, if need eye care, will definitely cometo us

Providing Service as per Providers Convenience

Systems & Procedures are not patient friendly

Gap between Patients Expectations & ProvidersPerception

Lack of patient orientation

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- Quality Perspective Skilled Doctor & other staff

Standard Clinical Protocol

Good Administrative System & Procedures

Courtesy & Politeness Proper Explanation

Clean environment and comforts meeting or exceedingexpectations

Systems to monitor clinical outcomes & Patient satisfaction

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- to the Rural areas & the poorReasons for Low Demand:

No one to Escort

Fear of Surgery

Ignorance

No desire for surgery

No time for Surgery

No money for surgery

Promoting Demand:

Counseling to buildconfidence that Staff

will take care Health education

Explain benefits

Free Transport/Food

Free/subsidizedSurgery

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Dr Devi Prasad Shetty (born on May 8, 1953) is an Indian philanthropist and a cardiacsurgeon. Dr. Shetty is accredited with pioneering quality medical care at affordable

prices by achieving economies of scale. He was awarded the prestigious PadmaBhushan , third highest civilian award in India for his contribution to the field of affordablhealthcare.

Dr.Shetty believes that, "Charity is not scaleable. If you give something free, you will runout of money". He started Narayan Hrudayalaya. He believes that the cost of

healthcare can be reduced by 50 percent in the next 510 years if hospitals adopt theidea of economies of scale

In August 2012, Dr. Shetty announced an agreement with TriMedx, a subsidiary ofAscension Health, Ascension Health is the largest Catholic and largest non-profit healthsystem in USA. TriMedx is believed to have saved US $166 Million for its patients till

date

In 2012, Dr Shetty spoke on Aamir Khan's show, Satyamev Jayate, that he has openeda new medical insurance scheme in rural India where the poor pay a minute Rs. 10 permonth for a yearly medical insurance plan provided by his hospitals and tele-clinicsaround India.

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http://www.narayanahospitals.com/

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Thank You

Documents

Service Marketing--Health Care Service MARKETING