Presented by: Shruti Dixit PGDMM-09-028

Health care is the treatment and prevention of illness. The health care industry treats patients who are injured, sick, disabled, or infirm. The delivery of modern health care depends on an expanding interdisciplinary team of trained professionals.

The Indian Healthcare market is estimated at about US $ 34 billion (2006) . The industry is expected to grow at 15% p.a., to reach US $ 79 billion by 2012. The large domestic market complemented by the inflow of medical tourists Medical tourists have increased almost 20-fold from 10,000 in 2000 to about 1,80,0002,00,000 in 2006.

The industry is fragmented with a large number of independent, privately run hospital and healthcare centers. Private sector corporate entities like. Apollo Hospitals Wockhardt Hospitals Fortis Healthcare They have aggressive expansion plans Indian hospitals are gaining reputation globally as quality service providers UK has indicated India to be a preferred destination for surgery.

Player

FY07 Revenues (US$ million) 225

Number of Hospitals

Apollo Hospitals

41

Wockhardt Hospitals

59

12

Fortis Healthcare

31

11

Manipal Group

NA

20

HEALTH CARE INDUSTRY US$ Billion 15% CAGR

100%
50% 0%

79%

34%

2005-06
2011-12

The demand for healthcare services in India has grown from $ 4.8 billion in 1991 to $ 22.8 billion in 2001-02 It indicating a compounded annual growth rate of 16 per cent. The healthcare industry accounted for 5.2 per cent of Indias GDP in 2002, and it could reach $ 47 billion or 6.27.5 per cent of GDP by 2012. On the one hand, the Indian middle class, with its increasing purchasing power, is more willing than ever before to pay more for quality healthcare.

Hospital service marketing is a specialized field that deals with connecting patients, physicians, and hospitals in mutual relationships. Many people ask, "How can you 'market' a hospital?" But marketing a hospital or health system is no different than "marketing" any other non-profit organization.

Plus, historically, medicine in America has always been a business. In today's insurance and reimbursement environment, health care and hospital marketing is more needed than ever to ensure continuing viability of American medicine on the local level and to provide the high quality of individual health care that Americans have come to demand. With these ingredients, there is clearly a need for analysis, strategy and communication to make the most of limited resources while providing compassionate health care. This is what hospital marketing does.

Product Price Promotion Place People Process Physical Evidence

The product is the central component of any marketing mix. It covers issues such as service package, core services and managing service offering and developing service offering. Hospitals today offer the following services: Emergency services Ambulance services Diagnostic services Pharmacy services Causality services

It is one of the most prominent elements in the marketing mix. Price charged must be able to target customers and it should co-ordinate with other elements of the marketing mix. Price usually depends on treatment prescribed by the respective consultants and the facilities offered to the patient. A hospital does not believe in profit maximization, it aims at providing quality service for its customers at reasonable price.

Promotion function of any service organization involves the transmission of message to present, past and potential customers. Customers need to be made aware of the existence of the service offered. Promotion includes advertising, personal selling, sales promotion and publicity. Hospitals conduct camps in rural areas to give medical check ups at a reasonable price so that the rural people approach the hospital again in the future. They also sponsor frequent visits to the spastic society, old age homes, etc. Hospitals generally advertise in health and fitness magazines.

It refers to contact point between the customer and the service provider, who gets the benefit of the service. This element in the marketing mix leads to the identification of a suitable location. The two major issues considered regarding the decision of a place are accessibility and availability of the service to customers. Accessibility refers to the ease and convenience with which a service can be purchased, used or received. Availability refers to the extent to which a service is obtainable or capable of being purchased, used and received.

Factors influencing the placing decision are market size and structure by geographical regions, number and types of competitors in the region, location of potentially attractive consumer segments, local infrastructure, good road access facilities and public transportation network. A hospital must be ideally located and must be easily accessible to all.

The People component reflects the important role played by individuals in the provision of services. People are also an important element in the marketing mix. It is necessary that the staff in hospital are trained to offer quality patient care with human touch using state of the art technology.

It is the environment in which the service is delivered with physical or tangible commodities and where the firm and the customer interact. Physical evidence plays an important role in hospital services. It makes a huge impact on the customer. Physical evidence offers customers means of evaluating the service. Corporate image plays in important role in terms of physical evidence. This can be developed through corporate relation programmes.

Telemedicine has been defined as the use of telecommunications to provide medical information and services. It may be as simple as two health professionals discussing a case over the telephone, or as sophisticated as using satellite technology to broadcast a consultation between providers at facilities in two countries, using videoconferencing equipment or robotic technology.

Telemedicine generally refers to the use of ICT for the delivery of clinical care.

TYPES OF TELEMEDICINE Telemedicine is practiced on the basis of two concepts: Real time (synchronous) Store & forward (asynchronous)

Real time telemedicine could be as simple as a telephone call or complex as robotic surgery. It requires the presence of both parties at the same time and a communications link between them that allows a real time interaction to take place. Video- conferencing equipment is one of the most common forms of technologies used in synchronous telemedicine

Store-and-forward telemedicine involves acquiring medical data (like medical images, biosignals etc.) and then transmitting this data to a doctor or medical specialist at a convenient time for assessment offline. It does not require the presence of both parties at the same time. Dermatology, radiology and pathology are common specialties that are conductive to asynchronous telemedicine.

Providing healthcare services via telemedicine offers many advantages. It can make specially care more accessible to underserved rural and urban populations. Video consultations from a rural clinic to a specialist can alleviate prohibitive travel and associated costs for patients. The use of telemedicine can also cut costs of medical care for those in rural areas.

There are still several barriers to the practice of telemedicine. Many states will not allow out-ofstate physicians to practice unless licensed in their state.
The centers for Medicare and Medicaid(CMS) still has several restrictions for Medicare telemedicine reimbursement.

The health of a nation is the product of many factors and forces that combine and interact. Economic growth, per capita income, literacy, education, age at marriage, birth rates, information on healthcare and nutrition ,access to safe drinking water, public and private health care infrastructure, access to preventive health and medical care.

India is a vast country gifted with rich and ancient historic background and geographically the nature has provided India with all the varieties like the mountain regions like Ladakh, deserts, green planes and far flung areas in the north east and offshore islands of Andamans and Lakshadweep.

A recent survey by the Indian Medical society has found 75% of qualified consulting doctors practice in urban centers 23% in semi urban areas Only 2%from rural areas whereas majority f the patients come from rural areas. Hospital beds/ 1000 people is 0.19 in rural and 2.2 in urban areas.

TypeIndustryFoundedHeadquarterFounder & ChairmanManaging DirectorRevenueEmployees-

Public Health care 1983 Chennai, India Mr. Pratap .C. Reddy Preetha Reddy 9.566 billion 10,000+

Apollo is the largest private healthcare provider in Asia and the third largest in the world, with hospitals in..
India, Sri Lanka, Bangladesh Ghana, Nigeria, Republic of Mauritius, Qatar, Oman, Kuwait

Apollos vision is to provide a successful working model of Telemedicine which self-propagates throughout Gujarat Rajasthan Madhya Pradesh. It provides a channel for continuous access to the most sophisticated medical support systems at all times. Further, Telemedicine improves patient care, enhance medical training, standardize clinical practice, stabilize costs and unite clinicians worldwide.

Apollo aims at extending super-special services to remote countries across the globe by proactively using technological developments and imaging techniques to create benchmark standards in the field of medicine and health.

Second/Special Opinion A medical professional can get in touch with his peer or a specialist to discuss the patient treatment plans, particularly in complex cases and emergencies. Complex Interpretations Complex medical cases often need more than one specialist's opinion to ensure accurate diagnosis. In these cases, the treating doctor at the remote site can interact with a team of specialists in another location for accurate diagnosis. Telemedicine applications such as Tele-Radiology, TelePathology, Tele-Cardiology etc help to arrive at more comprehensive treatment plan.

Virtual Patient Visits Relatives from across the globe can interact with their loved ones admitted in hospitals at remote locations. Healthcare Knowledge Base Telemedicine networks can be leveraged to capture and store valuable healthcare information. This information can serve as a healthcare knowledge base and/or decision support system.

Continuing Medical Education

Tools like video conferencing systems can be used for conducting community development programs and also for imparting knowledge to the medical/ paramedical staff involved in the delivery of healthcare services. This can take shape in the form of grand-ward/rounds, preoperative rounds, clinico- pathological correlations etc.
Disaster Management In natural calamities and disasters, Telemedicine station can be utilized to coordinate relief efforts aimed at the affected population. The Telemedicine station can be utilized to provide training in typical disease patterns in remote areas. For instance, if a particular area's population is susceptible to a certain disease, the physician can be trained to identify the symptoms and provide accurate treatment. This training can be done both online and offline.