MEDNOMIC GROUP OF HOSPITALS

HEALTHCARE INDUSTRY

Indian healthcare market is worth ~ US$ 100 billion Top leading companies are Apollo group, Fortis,

Max, Duncan, Ranbaxy group company etc.The Indian Health Care Industry earns revenues

accounting for 5.2% of gross domestic productExpected to grow to US$ 280 billion by 2020 with

CAGR of 22.9 %.

NEED OF A NEW HOSPITAL CHAINFastest growing populationBurden of non-communicable disease and re-emerging

infectious diseaseLack of absence of infrastructurePaucity of doctors and nursesLow public spending on healthOther healthcare parameters

STP ANALYSISSEGMENTATIONGeographical: Rural areas, Semi-urban areas and Urban areasSpeciality: Private clinics, Nursing homes, Speciality & Multispecialty hospitalsClass: Lower Class, Middle Class, Upper Middle Class, Upper ClassPsychographic: Benefits – Quality, Service, Economy, Speed

TARGETINGGeographical: Semi-urban areas Speciality: Speciality hospitalsClass: Middle Class, Upper Middle ClassPsychographic: Benefits – Quality, Service, Economy

POSITIONING “Quality healthcare experience with a commitment to the exemplary physical, emotional and spiritual care”

SERVICE TRIANGLEHOSPITALS

DOCTOR PATIENT

= COMPANY

PROVIDER = = CUSTOMER

Marketing MixProduct: Service like Emergency, Ambulance, Diagnostic,

Pharmacy, CasualtyPrice: Deluxe (Rs.3500/day), Private (Rs.1800/day), Cubical

(Rs.1000/day) and General ward (Rs.600/day)Place: ETA II, Greater Noida and Ankur Vihar, GhaziabadPromotion: Free medical camp, check-ups & acupressurePeople: Patients, Doctors, Nurses and other staffProcess: Inpatient and OutpatientPhysical Evidence: Ward, Counter, Dress code, Aroma etc.

GAP MODELThe Customer Gap: Difference between expectations

and perceptions Provide Gap 1: Not knowing what customers

expectationProvide Gap 2: Not selecting the right service designs

and standardsProvide Gap 3: Not delivering to service standardsProvide Gap 4: Not matching performance to promises

SERVICE BLUEPRINT

SERVICE DELIVERY

BEFORE Communicat

e Values Present

Evidence Manage

Expectations

DURING Initiate

Service Deliver

Values Conclude

Interaction

AFTER Service

Souvenirs Follow-up

interaction Feedback

Monitoring

Create a comfortable environment

Communication and Care

Consistent Multi-channel interaction

Training for all staff members

Ask patients to rate your service

STRATEGY FOR CUSTOMER SATISFACTION

PROFITABILTY PROJECTIONSPARAMETERS COST INCURREDLand Cost 3,00,00,000Construction Cost 10,08,00,000Medical Equipment’s Cost 2,80,46,000Total Cost 15,88,46,000 Total Cost/Bed 31,76,920Revenue/year Reqd. (4 yrs.) 3,97,11,500Revenue/day Reqd. (4 yrs.) 1,08,798