A whopping 63 million people are faced with poverty every year due to “catastrophic” expenditure over healthcare which neutralises the gains of rising income and various government schemes aimed to reduce poverty, according to the Health Ministry.
The draft of National Health Policy cites this as a significant reason for a new health charter as it seeks to ensure universal access to affordable health care.
“Incidence of catastrophic expenditure due to healthcare costs is growing and is now being estimated to be one of the major contributors to poverty. The drain on family incomes due to healthcare costs can neutralise the gains of income increases and every government scheme aimed to reduce poverty.
“Over 63 million persons are faced with poverty every year due to healthcare costs alone. It is because there is no financial protection for the vast majority of healthcare needs,” says the draft put out by the Health Ministry on its website for inviting public suggestions.
Healthcare costs are more impoverishing than ever before and almost all hospitalisation even in public hospitals leads to catastrophic health expenditures, it says.
In 2011-12, the draft says, the share of ‘out of pocket’ expenditure on healthcare as a proportion of total household monthly per capita expenditure was 6.9 per cent in rural areas and 5.5 per cent in urban areas.
“This led to an increasing number of households facing catastrophic expenditures due to health costs (18 per cent of all households in 2011-12 as compared to 15 per cent in 2004-05),” it said.
India needs a new health policy that is responsive to these contextual changes, it says while citing rising burden of non-communicable diseases and rapidly-growing health care industry as other reasons for framing a new health policy.
Yes, No need of Marketing… It`s Need of the hour is Internal Marketing..
After a more than decades of experience in Hospital Marketing field I can say that current Healthcare Providers in India (Majority) are missing the biggest opportunity to interact with theirr existing customers, patients, relatives, visitors who are major part of Marketing Plan activations…
There is no need of spend huge money after advertising, referrals, PR etc. when you already have some few patients, visitors, your own employees are there to promote you..
Internal Marketing is all about understanding people near and surrounding to you…
In a competitive and dynamic environment, healthcare organizations need to continuously revolutionize their businesses so as to deliver better value for their patients. The healthcare sector is subject to transformation and advancement; and in order to sustain their business performance, these organizations need to be well informed about the present market trends and formulate strategies in accordance. Healthcare organizations need to restructure their Marketing Department as per today`s requirement.
Restructuring Marketing Department:
- Internal Marketing Team
- Coordination between marketing Team & Staff
- Internal communications
- Events Planning
- Patient/Relative Experience Management
- Floor managers
- Coordination between consultant & Patient
- Coordination between Patient/Relative & Hospital administration
- Retention & Loyalty Team
- Data Collectors
- Inhouse scheme promotions
- Cross Selling
- Brand Equity Creation
- Branding & Advertising
- Campaign Designing
- Hospital stationery, Website updation, social Media Management
- Referral Sales
- Local Referral Sales
- Periphery Referral Sales
- Corporate Sales
- Corporate, TPA, Insurance, PSUs
- International Marketing
- Coordinate International patient referral channels
- Coordination and assistance to International Patient during their visit to hospital
- Event Management
- Execute various events organised by Sales team & Internal Marketing team