BUILDING A STRONG SERVICES

BRAND: HEALTH CARE

Presented by:Sudhansu Sekhar Panda
Regd No- 1361333012

HEALTH CARE INDUSTRY

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.

11/23/2014
SLIMS

Indian
Healthcare
Sector

RAPID EXPANSION.
Healthcare is one of Indias largest sectors, in terms of
revenue and employment, and the sector is expanding
rapidly.
The sector is more than $34 billion, translates to $34
per capita, or roughly 6% of GDP.
This year, Indias healthcare sector is projected to grow
to nearly $40 billion.
The private sector accounts for more than 80% of total
healthcare spending in India.

CHANGING SCENARIO OF SERVICE

More women are entering the workforce as well, further
boosting the purchasing power of Indian householdschanging composition of healthcare sector workforce.
Lifestyle diseases are faster than infectious diseases in
India
Result - increase in cost per treatment, wellness
programs targeted at the workplace.
Could help to reduce the rising incidence of lifestyle
diseases.

SERVICE-MIX
PRODUCT
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

PRICE
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.

PLACE
It refers to contact point between the customer and
the service provider, who gets the benefit of the
service.
The two major issues considered regarding the
decision of a place are : 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.

PROMOTION
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.
Sponsor frequent visits to the spastic society, old age
homes, etc.
Hospitals generally advertise in health and fitness
magazines.

PEOPLE
Doctors And Staffs of Hospitals
It is necessary that the staff in hospital are trained to
offer quality patient care with human touch using state
of
the
art
technology.

PROCESS

GENERAL PROCESS

PHYSICAL EVIDENCE

It is the environment in which the service is

delivered with physical or tangible commodities and
where the firm and the customer interact.

WHAT DO WE MEAN BY BRAND?

A

BRAND is a name, term,

sign, symbol or design, or a
combination of these, intended
to identify the goods or
services of one seller or group
of sellers and to differentiate
them
from
those
of
competitors (an identifier, a
promise)

BENEFITS OF BRANDING
Identify

products
Reduce time required for purchase
Evaluate quality of products
Reduces perceived risk
Differentiates product from competitors
Reduces price comparisons
Communicates company/product values,
promises

BRANDING STRATEGY: BUILDING STRONG

BRANDS
Brand Positioning
Brand strategy decisions include:

Product/ Service attributes

Product/ Service benefits
Product/ Service beliefs and values

BRANDING STRATEGY: BUILDING STRONG BRANDS

Brand Name Selection
Desirable qualities
1. Suggest benefits and qualities
2. Easy to pronounce, recognize, and
remember
3. Distinctive
4. Translate well into other languages
5. Can be registered and legally protected.

BRANDING STRATEGY: BUILDING STRONG

BRANDS
Brand Sponsorship

Manufacturers brand
Private brand
Licensed brand
Co-brand

SOME OF THE INDIA TRUSTED BRANDS IN THE

SERVICE SECTOR

BRANDING IN HEALTHCARE

For any healthcare service provider the business of

branding has many facetsand they all need regular
attention.
Achieving success in healthcare branding is all about
consistently delivering on a promise of an exceptional
patient experience.
Branding brings to mind the logo design, the tagline, the
brochure. And to be clear, these things help speak the
branding message. But the full impact of branding is not
just a matter of what you say in your latest series of
newspaper ads. It is a matter of what you and your staff
express to every patientwith every visit. The actual
experience must fulfill on the promise.

5 TRAITS OF A SUCCESSFUL HEALTHCARE

BRAND STRATEGY

IMPORTANCE OF A HEALTHCARE BRAND

STRATEGY

(feeling or showing sympathy and

concern for others)