half done

24 pages

Please download to get full document.

View again

of 24
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
HEALTH CARE SECTOR INTRODUCTION ³A customer is the most important visitor on our premises. He is not an interruption in our work. He is the purpose of it. He is not the outsider on our business. He is a part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.´ -------------------------------------------------- Mahatma Gandhi In regard to hospitals, we may change the word ³customer´ with ³patient´. Since the doctor¶s very existence is r
  HEALTH CARE SECTOR   INTRODUCTION  ³A customer is the most important visitor on our premises. He is not an interruption in our work. He is the purpose of it. He is not theoutsider on our business. He is a part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us anopportunity to do so.´    -------------------------------------------------- Mahatma Gandhi  In regard to hospitals, we may change the word ³customer´ with³patient´. Since the doctor¶s very existence is related to the patients,hospital becomes an integral part of medical care. Health is an integral part of the socioeconomic development of India. Thehealthcare industry in India is one of the fastest growing industries. Thehealthcare industry is expanding at a rapid rate of about 13% per annum. All sectors in India are undergoing a change from unorganized to anorganized structure and so are also seen in healthcare. Till few years agohealthcare delivery was sole responsibility of Private practitioners and  Doctor owned and run hospitals. However the Indian health care industry has came of age and has becomequite competitive in recent times. Clinical developments, such as infectioncontrol, less invasive surgical techniques, advances in reproductivetechnology and gene therapy for cancer treatment, continue to increase thelongevity and improve the quality of life of many people.Cost containment is also shaping the health care industry, as shown by the growing emphasis on providing services on an outpatient, ambulatorybasis; limiting unnecessary or low priority services, and stressing  preventive care, which reduces the potential cost of undiagnosed,untreated medical conditions.   Health Care Sector before Independence Since ancient times traditional practitioners of health care have contributed to the medicinal needs of society. Acute knowledge in the medicinal  properties of plants and herbs were passed on from one generation toanother to be used for treatment. The colonial rule and the dominance of the Britishers changed the scenario. Hospitals managed by Christianmissionaries took centre stage.  Health Care Sector after Independence  Prior to independence the healthcare in India was in shambles with largenumber of deaths and spread of infectious diseases. After independence theGovernment of India laid stress on Primary Health Care and India has put in sustained efforts to better the health care system across the country. The government initiative was not enough to meet the demands from a growing  population be it in primary, secondary or tertiary health care. Alternate sources of finance were critical for the sustainability of the health sector.  Entry of Private Sector  Till about 20 years back, the private sectors venture in the health care sector consisted of only solo practitioners, small hospitals and nursing homes. In1980's realizing that the government on its own would not be able to provide for health care, the government allowed the entry of private sector to reducethe gap between supply and demand for healthcare. The private hospitals aremanaged by corporate, non-profit or charitable organizations. Theestablishment of private sector has resulted in the emergence of opportunitiesin terms of medical equipment, information technology in health services, BPO, Telemedicine and medical tourism.The private sector has made tremendous progress, but on the flip side it isalso responsible for increasing inequality in healthcare sector. The private sector should be more socially relevant and efforts must be made to make private sector accessible to the weaker section of society.   SEGMENTS The healthcare industry has two segments ±    Public healthcare ±  The public healthcare system consists of healthcare facilities run by central and state government which provides services free of cost or at a subsidized rates to low income group in rural and urban areas. This segment is looked after by 3 departments ±  y    Department of Health y    Department of Family Welfare y    Department of AYUSH  (an acronym for Ayurveda, Yunani, Siddha& Homeopathy)   Private healthcare ±  The private healthcare on the contrary are privately owned hospitals and medical practitioners which providevaluable services but relatively at a high service rates. Private healthcare segment Private healthcare accounts for 80% of the healthcare market,while public expenditure accounts for the rest 20%. Some popular privatehealthcare agencies are Apollo Hospitals, EHIRC, Fortis Healthcare,Wockhardt, Max Healthcare and Aditya Birla Group.  MARKETING SEGMENTATION:The INDIAN health care sector constitutes: 1.    Medical care providers: physicians, specialist clinics, privatecorporate hospital, non govt. charity trust hospitals and govt.hospital.2. Diagnostic service centers and pathology laboratories.3. Medical equipment manufacturers, ambulances.4. Contract research organization, pharmaceutical manufacturers.5. Third party support service providers (catering, laundry).  Characteristics of Health-Care Industry:-  A service industry like hospital has to offer the best of services to the patient. A hospital has the following service characteristics:-1.    Intangibility:-  Health services are highly intangible which cannot be tested or examined before consumption. The intangibility factor can becompensated by physical evidence like place, people, price,equipment and communication material that the patient can see. For an example, at Lilavati Hospital the aesthetics, interior decoration, the cleanliness, the hospitality and the attention paid by employees to patient, the quality of doctors etc, pay animportant role to reduce uncertainties with an effort to add tangible to intangibles. 2  .    Inseparability:- Generally, health services are characterized by inseparability. Health services are produced and consumed at the same time and cannot be separated from their providers, whether the provider are people or medicine. Hospital-patient interaction becomes a special  feature of hospital services marketing as the patient is also present when the services is produced. Therefore such a service needscareful handling.
We Need Your Support
Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

Thanks to everyone for your continued support.

No, Thanks