Healthcare

Healthcare in India & Road Ahead

Trizone Healthcare Marketing Consultant

Trizone Healthcare Marketing Consultant

Healthcare Industry in India

Healthcare has become one of India’s largest sectors now – both in terms of revenue and employment. Healthcare comprises hospitals, medical devices, clinical trials, outsourcing, telemedicine, medical tourism, health insurance and medical equipment, Healthcare IT firms etc.

The Indian healthcare sector is growing at a brisk pace due to its strengthening coverage, services and increasing expenditure by public as well private players.

Indian healthcare delivery system is categorised into two major components – public and private. The Government, i.e. public healthcare system comprises limited secondary and tertiary care institutions in key cities and focuses on providing basic healthcare facilities in the form of primary healthcare centres (PHCs), CHCs, Hospital in rural as well in urban areas.

The private sector provides majority of secondary, tertiary and quaternary care institutions with a major concentration in metros, tier I and tier II cities.

India’s competitive advantage lies in its large pool of well-trained medical professionals. India is also cost competitive compared to its peers in Asia and Western countries. The cost of surgery in India is about one-tenth of that in the US or Western Europe.

Market Size
Disclaimer: This information has been collected through secondary research & various available sources on websites
The healthcare market can increase three fold to Rs 8.6 trillion (US$ 133.44 billion) by 2022.

India is experiencing 22-25 per cent growth in medical tourism and the industry is expected to reach US$ 9 billion by 2020.

There is a significant scope for enhancing healthcare services considering that healthcare spending as a percentage of Gross Domestic Product (GDP) is rising.

The government’s expenditure on the health sector has grown to 1.4 per cent in FY18E from 1.2 per cent in FY14. The Government of India is planning to increase public health spending to 2.5 per cent of the country’s GDP by 2025.

References: Department of Industrial Policy and Promotion (DIPP), RNCOS Reports, Media Reports, Press Information Bureau (PIB)

Investment

The hospital and diagnostic centers attracted Foreign Direct Investment (FDI) worth US$ 6.09 billion between April 2000 and March 2019, according to data released by the Department of Industrial Policy and Promotion (DIPP). Some of the recent investments in the Indian healthcare industry are as follows:
• Healthcare sector in India witnessed 23 deals worth US$ 679 million in H12018.
• India and Cuba have signed a Memorandum of Understanding (MoU) to increase cooperation in the areas of health and medicine, according to Ministry of Health and Family Welfare, Government of India.
Government Initiatives

Some of the major initiatives taken by the Government of India to promote Indian healthcare industry are as follows:
• On September 23, 2018, Government of India launched Pradhan Mantri Jan Arogya Yojana (PMJAY), to provide health insurance worth Rs 500,000 (US$ 7,124.54) to over 100 million families every year.
• In August 2018, the Government of India has approved Ayushman Bharat-National Health Protection Mission as a centrally Sponsored Scheme contributed by both center and state government at a ratio of 60:40 for all States, 90:10 for hilly North Eastern States and 60:40 for Union Territories with legislature. The center will contribute 100 per cent for Union Territories without legislature.
• The Government of India has launched Mission Indradhanush with the aim of improving coverage of immunisation in the country. It aims to achieve atleast 90 per cent immunisation coverage by December 2018 which will cover unvaccinated and partially vaccinated children in rural and urban areas of India.
Road Ahead

India is a land full of opportunities for players in the medical devices industry. India’s healthcare industry is one of the fastest growing sectors and it is expected to reach $280 billion by 2020. The country has also become one of the leading destinations for high-end diagnostic services with tremendous capital investment for advanced diagnostic facilities, thus catering to a greater proportion of population. Besides, Indian medical service consumers have become more conscious towards their healthcare upkeep.

Indian healthcare sector is much diversified and is full of opportunities in every segment which includes providers, payers and medical technology. With the increase in the competition, businesses are looking to explore for the latest dynamics and trends which will have positive impact on their business, thus full of opportunities for Healthcare marketing & branding professionals.

The hospital industry in India is forecasted to increase to Rs 8.6 trillion (US$ 132.84 billion) by FY22 from Rs 4 trillion (US$ 61.79 billion) in FY17 at a CAGR of 16-17 per cent.

India’s competitive advantage also lies in the increased success rate of Indian companies in getting Abbreviated New Drug Application (ANDA) approvals. India also offers vast opportunities in R&D as well as medical tourism. To sum up, there are vast opportunities for investment in healthcare infrastructure in both urban and rural India.

Reconnect….. Restart….

After almost 2 years I have logged in to akhildaveblog.com to start it again… so here you go..

Industry where I work is called healthcare Industry, it`s an amazing industry to work or serve the humanity but at the same time nothing come as charity, we need to improvise day to day basis to increase revenue to cope with the day to day increments of healthcare operational costs.

anyways I am not here to write on business tactics to improve / increase revenue. I am here to share my feelings & experience which I gained during my journey in this industry.

Many of the time I feel frustrated when my higher ups talk about increment in revenue through advertisement, branding, campaign, referrals, corporate etc. Why it so because many of the time I have seen that problem is not with external marketing but major problem is in internal marketing and unfortunately only team of marketing personnel can not make that successful alone, they required support of entire operations, paramedics & medical staff of the hospital.

Guys hope all of you are aware about “Internal Marketing in Hospital” … If no than wait for tomorrow or read my earlier blogs..

 

 

 

 

No need of Marketing in Healthcare / Hospital

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…

 

 

Restructuring Marketing Department

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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

Hospital Marketing in 2014

Hospital Marketing in 2014
By reading this article`s heading you all must be thinking about to explore new trend in Hospital Marketing, that`s true partially as you go reading this, you will say “Ohh that I know very well..” but believe me like you many of us have so many ideas which can be transform in to new trend in respective industry but “Knowing is Knowing & Doing is Doing”. So keep reading and keep implementing.

Shape up your Marketing Team: Traditionally all hospital management has their Marketing or Business Development team and their major focus is not marketing but the SALES. So let`s shape up your team in manner that you can cover all aspects of hospital marketing, according to me Marketing Department should be divided in to 6 part:
1. Internal Marketing Team
2. Branding Team
3. Corporate Sales Team
4. Referral Sales Team
5. Event Team
6. PR Team
Effective coordination and combination of above team can lead successful Hospital Marketing & Business Growth.

Market Research: Traditionally, all hospital marketers follow existing technique prevailing in the market, e.g. One hospital is doing advertisement campaign on “Knee Replacement Surgery using Computer Navigation” or some latest equipment for error free surgery with clean atmosphere & excellent services, with the photo of some old age couple back to their normal life with hassle free walking. Another hospital will similar kind of advertisement with lowest package rate. Some other hospital will do the same kind of advertisement campaign with showing old age person playing football after Knee Replacement Surgery. According to me hospital should have develop Market Research Team who constantly measures patient`s trend, need, demand, willingness, behavior, expectation etc. and the same time explore and update new trend in medical world, by evaluating said data marketer can always invent new ideas to promote their particular services in very effective way.

Know your Existing Customer first: all marketer wants more and more footfalls in their hospital and for that they do all kind of efforts and spend huge money, but marketers just forget their existing customers who are already there at your place for availing some or other kind of service of your.

According to me in today`s challenging economy marketer has to utilized their existing customer to market their services and facilities by using various methods like cross selling, privilege card, loyalty card, gift car, referral scheme, hospital merchandisers etc. Marketer should also know how to use existing data base [contact number, email ids, home & office address etc.] of their existing customers.

Get Connected, Get Social & Be active on Social Media: Most healthcare companies utilize Facebook, Twitter, Youtube, Blog, Instagram, Google+ and LinkedIn for their brand visibility but marketers needs to cultivate and invent their own strategy to utilize this platform in maximum benefit to community and organization.

According to me Hospital marketer has to assign social media engagement work to internal marketing team for better and effective strategy. Before designing any social media strategy marketer need to gather various research data from marketing research department to understand their target segment`s like, dislike, trend, need, expectation, behaviors etc.

There are so many other things to write…

Will update in next blog, meanwhile Happy Learning and keep commenting and suggesting on my blog..

Your comment and suggestions can transform, reform Healthcare Marketing this year!!