Services Marketing

Chapter 28 : Professional Services Marketing - (IT Services, Consultancy, Healthcare, Advertising & Retailing Industries)

Consultancy Services

Characteristics of Consultancy Industry Market Segmentation and Strategy

Marketing Mix

Product
Price
Place Promotion People Process Physical Evidence

Challenges for the Indian Consultancy Industry

Healthcare Services
Market Segmentation Marketing Strategy

Marketing Mix

Product
Place
People
Promotion
Process
Price
Physical Evidence

Recent Trends in Indian Healthcare Industry

Section Summary - Consultancy & Healthcare Services

Earlier, healthcare in India was considered the responsibility of the government and no private players ventured into the industry. Doctors had their small clinics and private practices, but the idea of corporate hospitals was almost non-existent. However, the Indian healthcare industry has come of age and has become quite competitive in recent times. Corporate hospitals are trying to attract customers by offering value-added services.

Healthcare services can be segmented into hospitals, allied services like pathological labs, pharmacy centers etc., paramedical services like fitness clinics and academic institutions like medical colleges, nursing schools and research centers. With the increasing awareness and purchasing power of the customers, the pressure on hospitals to provide quality care has increased.

The customers accept nothing but the best quality, especially because this industry has a direct impact on their life and their health.  The product element of the healthcare industry includes diagnosis, treatment provided, the education and training provided to nursing and medical students and the research. Services like facilities for attendants, ambulance and pharmacy services etc. augment the core service.

The pricing of services should take into consideration the operational costs and the paying ability of the patients, apart from the value provided to the customers. Place has very limited scope in marketing of healthcare services. Promotion of the services of corporate hospitals using advertisements, banners, hoardings and promotional campaigns like “heart-week”, when services are provided at a concessional cost, has become imperative to survive in the competitive market.

Being a knowledge-based industry, people play a very important role in marketing healthcare services. Processes add value to customers and also improve the efficiency of operations of the hospital. Physical evidence can be provided using a good layout and maintaining hygiene. Supplementary services also help in providing physical evidence to customers.

The Indian healthcare industry has evolved to gain global reputation. Patients from other countries have been visiting India to avail of the medical facilities offered by the corporate hospitals here. However, corporate hospitals in India have to identify means to cater to the needs of the common man too.

Advertising Services »