7ps of Apollo
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Transcript of 7ps of Apollo
SERVICE MARKETING PRESENTATION ON APOLLO HOSPITAL.
BY,SASI REKHA. S
INTRODUCTIONFirst corporate hospital 1983- ChennaiLargest healthcare group in Asia.It owns and manage 41 hospitals in and around
India and has a total capacity of 7000 bedsDeclared as a Centre of Excellence by the
Government of India27,000 heart surgeries with a success rate of
99.6% on par with global standards.70% success rate in Bone Marrow Transplant &
Total Knee ReplacementFirst Indian Hospital to receive the ISO 9002
and ISO 14001 certifications.
7 P’S OF APOLLO HOSPITALPRODUCTPRICEPLACEPROMOTIONSPEOPLEPHYSICAL EVIDENCEPROCESS
1.PRODUCTApollo hospital has more than 53 branches
across the country.
Best for heart problems and Knee and Hip replacement surgeries besides other major ailments.
The specialties include:Heart, Orthopedics, Spine, Cancer
Care, Gastroenterology, Neurosciences, Nephrology & Urology Critical care.
PRODUCT = SERVICEPRODUCT CONCEPTUAL MODEL
CUSTOMER BENEFIT CONCEPT:Assurance of Best treatment, Cure, Reliability on
the brand of Apollo.SERVICE CONCEPT:
Medical Care.SERVICE OFFERED:
Specialized in Heart Problems, Knee & Hip replacement surgery, All medical Treatments.
SERVICE FORM:Online Medical Service, More than 53 branches
across the country, Apollo 24 hours pharmacy, Ambulance.SERVICE DELIVERY:
Ambulance services, Nurses & Doctors, Brothers & Sisters.
2. PRICE
The hospital is priced premium and it can afford to do the same because of its positioning and its assurance as well as the reliability on the brand of Apollo hospitals.
It also helps that there are so many locations and specialties in Apollo hospitals.
Thus a patient is reassured of his well being.
3. PLACEApollo Hospitals has around 8500 beds
across 53 hospitals in India and overseas.
It is located in 15 different places across India which include Ahmadabad, Aragonda, Bangalore, Bhubaneswar, Bilaspur, Chennai, Delhi, Hyderabad, Kakinata, Kolkata, Madurai, Mauritius, Mysore, Noida.
It is located internationally in Nepal, Bhutan, Bangladesh, Srilanka, Kuwait.
4. PROMOTIONApollo promotes itself through the Community
Initiatives viz:SACH - Save a Childs Heart
CURE - Extends preventive as well as rehabilitative cancer treatment to the economically backward.
SAHI - Society to Aid the Hearing Impaired
DISHA - Distance Health care Advancement Project
PROMOTIONAL ACTIVITIES
25TH YEAR OF TOUCHING LIVES
CONT..Apollo Hospitals brings in Robot-assisted
Bariatric Surgery.Conquering Breast Cancer - A Panel
Discussion organized by Apollo Cancer Institutes on the occasion of International Women's Day !
Women's Health Screening Camp, organized by Apollo Hospitals Delhi, inaugurated and a special issue of Apollo Life launched by Smt. Sheila Dikshit, Chief Minister, New Delhi.
5. PEOPLECurrently engages more than 19,000 doctors,
nurses, paramedics, clinical staff and management professionals to manage over 8500 beds across 53 hospitals in India and abroad.
Along with this Apollo Hospitals has several courses along with research facilities to facilitate innovation.
6. PHYSICAL EVIDENCEPERIPHERAL EVIDENCE:
Membership cardsHealth check up Packages.Test ReportsDoctors Prescription
ESSENTIAL EVIDENCE:Ambiance
Apollo Hospital has been know for its quality health care services, at much affordable price.
Provides the services for all the ailments &diseases, assuring the healthy recovery with quality care from the staff.
7. PROCESSPEOPLE POCESSION PROCESS &
INFORMATION PROCESS:The largest achievement of the Apollo Group
has been to take quality health care to across the length and breadth of India.
This operation in itself involves very established procedures and documentation.
“Apollo hospitals is NABH, NABL accredited and also has ISO 9002 award”
SERVICE MARKETING TRIANGLE
HOSPITAL
DOCTOR PATIENT
INTERNAL
EXTERNAL
INTERACTIV
E
Cont..Company: Here, the hospital is the company
that dreams up an idea of service offering (treatment), which will satisfy the customer’s (patient’s) expectations (of getting cured).
Customer: The patient who seeks to get cured is the customer for the hospital as he/she is the one who avails the service and pays for it.
Cont..
Provider: Doctor, the inseparable part of the hospital is the provider, as he/she is the one who comes in direct contact with the patient. The reputation of the hospital is directly in the hands of the doctor. A satisfied patient is a very important source of “word of mouth promotion” for the organization.
LINE OF VISIBILITY
Operation Theatre: - All the operations are recorded
and filed.- Replacement parts are
transparent to the clients.
SERVICE ENCOUNTER
HIGH CONTACT SERVICE
SERVICE OPERATIONVISIBLETANGIBLE
THANK YOU