7 Ps strategies in North Star Hospital

Sadhika Katiyar

Gaurav Katiyar

Rupesh Kumar Mishra

Pranay Ranjan Srivastava

Ashish Chandra Namam

Tilak Dwivedi

Saurabh Singh Rajput

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 is the one who avails the service and pays for it.Provider: Doctor, the inseparable part of the hospital is the provider, as he is the one who comes in direct contact with the patient. The reputation of the hospital is directly in the hands of the doctor.

7 P’s

PRODUCT•In order to provide effective and reliable services, the hospital is fully equipped with various facilities.• A brief introduction about these facilities / programs in NORTH STAR is tabulated below:•Tie up with Paliwal Pathology•Essential medical facilities like x-ray and ultrasound are available in hospital premises•There is 3 O.T. and 1 labor O.T. available in hospital premises•There is 11 bed ICU and 5 bed NICU

IN ADDITION TO THOSE SERVICES HOSPITALS ALSO OFFERS THE FOLLOWING SERVICES

PLACE

• Avoid inconveniences• Adequate transport & communication

facilities• Avoid congestion & atmospheric

pollution

Under hospital marketing, distribution of Medicare services plays a crucial role. This focuses on the instrumentality of almost all who are found involved in making services available to the ultimate users. In case of hospitals the location of hospital plays a very important role.

PROMOTION

Promotion techniques

Personal

Impersonal

Hospitals for promotion use either advertisement or PR or both after taking into consideration the target customers, media type, budget and the sales promotion.

Personal promotion: i.e. word of mouth plays an very important role in promotion of hospitals because the patients who come to a hospital generally have the old patients of that hospital as referrals.

PROMOTION

Impersonal promotion:1. Press release2. Print media like

Newspapers, Magazines and Journals.

3. Hoardings and wall writings near the markets and recreation centers.

PROMOTION

PRICE

•Pricing is the most important and significant factor in deciding a hospital for a particular treatment.•Normally in case of general diseases it may not be a required element since its treatment is easily available, but when it comes to treatment of complex disease people often opt for good hospitals irrespective of how much it cost.

PRICE•SUPER DELUXE CLASS:A/C single occupancy room with TV, DVD player, fridge with water dispenser, ready tea/ coffee mix, phone and attached bathroom.

• PRIVATE CLASS:Can incorporate two patients in one room. Has an attachedbathroom and 2 TV and 2 sofas. Can build the bondage oftogetherness between two patients.•CUBICAL CLASS:A 22 bedded partitioned room to enhance patient’s privacy.Has an open balcony for easy mobilization of patients underthe supervision of skilled nursing staff

PRICE• GENERAL CLASS:It is similar to AC General, but it is without AC and without any partitioned. Its accommodation charges is least compared with other forms of accommodation.

Facilities

1) Super Deluxe Class2) Private Class3) Cubical class4) General Class

Price

Rs. 4275 per day Rs. 2775 per day Rs. 1275 per day Rs. 975 per day

PEOPLE Under hospital marketing the marketing mix variable people includes all the different people involved in the service providing process (internal customers of the hospitals) which includes doctors, nurses, supporting staff etc. The earliest and the best way of having control on the quality of people will be by approving professionally sound doctors and other staff.

The people of this hospital is constantly motivated to give the best of their effort.

The objective of providing quality service to patients can be achieved by:

• Motivating employees to be efficient, dedicated and loyal to the organization.

• Providing regular on-the-job training of employees to ensure continuous improvement in health care

• Utilizing services of professionally competent medical consultants.

• Use of the latest technology.

PROCESS

Two different type of process for:

Outpatient.

Inpatient

Process generally forms the different tasks that are performed by the hospital. The process factor is mainly dependent on the size of the hospital and kind of service it is offering.

Outpatient

Meeting doctor at appointed time

Simple medication

Diagnosis

Treatment.

Inpatient.

The intensive consumptionphase

Registration.

The arrival of patient.

Joining phase

Diagnosis.

Information about futureaction

Treatment.

Detachment phaseDischarge of patient

&payment

PHYSICAL EVIDENCE

Physical evidence is the environment in which the service is delivered with physical or tangible commodities and where the hospital and the customer interacts. It does play an important role in health care services, as the core benefit a customer seeks is proper diagnosis and cure of the problem. Physical evidence can be in the form of smart buildings, logos, mascots etc. a smart building infrastructure indicates that the hospital can take care of all the needs of the patient.

Hospital Counter

Common Ward

Single Room

Emergency Room

Dress Code

CONCLUSION

• Marketing is a function by which a marketer plans, promotes and delivers goods and services to the customers. In the services marketing, the providers are supposed to influence and satisfy the users. When people buy services offered by a service provider in a true sense, they buy the time, knowledge, skill or resources.