Description
It covers marketing, branding, promotions and complete information about the brand.
Market
The Apollo Hospitals Group – recognised as the architect of cutting edge health care in India – represents one of the most striking examples of the post-liberalisation transformation of markets that has swept across India. The hospital has spread its wings and soared. Several nations have replicated its Indian model. Government authorities and private health care groups in a number of countries are actively negotiating to bring Apollo facilities to their lands. From a single hospital unit in the early 1980s, Apollo is now ranked as Asia’s largest health care provider – and the third largest in the world – with over 8000 beds across 42 locations in India and abroad. Relentlessly fighting battles with death and disease, the Group has diversified into a number of specialities and businesses beyond its cardio thoracic facilities – forays that made Apollo a serious contender for global leadership in health care. Apart from covering an entire range of disease management, the Group has ventured into pharmacies, IT outsourcing, medical education and hospital management projects. It also extends insurance benefits under a family health plan. Surprisingly, even though quality health care is not accessible to rural India, the health segment of the Indian economy has grown exponentially in recent years. It is one of India’s largest sectors in terms of revenue and employment – and continues to expand rapidly. During the 1990s, Indian health care grew at a compounded
annual rate of 16% and today notches up a very creditable revenue of US$ 34 billion (Rs.136,000 crore). This translates into approximately 6% of India’s gross domestic product – or US$ 34 (Rs. 1360) per capita. By 2012, this figure is projected to surpass US$ 40 billion (Rs. 160,000 crore) (Source: PricewaterhouseCoopers). The private sector accounts for more than 80% of total health care spending. This sudden surge can be attributed to rapid urbanisation and an expanding middle class, with more disposable income. Affluence, however, has its downside. While several diseases like poliomyelitis, leprosy and neonatal tetanus will soon be eliminated the urban sprawl has spawned its own set of problems. Overcrowding, new slums, poor drainage and sewage systems have resulted in a concomitant recrudescence of other communicable diseases like dengue fever, viral hepatitis, tuberculosis, malaria and pneumonia. In addition, affluent, sedentary lifestyles and poor eating habits of urban Indians are causing pandemic increases in cancer, heart disease and diabetes. It is expected that these chronic metabolic ailments will grow at a faster rate than infectious diseases in the coming decade. The Indian health market, therefore, will need more answers, greater specialisation and increased diversification. It will require greater investments in preventive medicine, research and development and critical care – backed by flexible and affordable health insurance schemes. As importantly, it will require the expansion of medicine for rural areas whose 700 million inhabitants continue to be deprived of proper health care facilities. A solution that promises much is telemedicine – the remote diagnosis, monitoring and treatment of patients via videoconferencing or the internet.Telemedicine is a fast emerging trend in India, supported by the massive growth in the country’s information and communications technology sector and plummeting telecom costs.
In keeping with market trends the hospital is growing both horizontally and vertically. In order to ensure that quality health care is accessible to all, Apollo has started a chain of clinics across the country. It has established over 100 telemedicine centres both in India and abroad and has also ventured into health insurance with ApolloDKV.
Achievements
As an ISO certified institution, Apollo became the first hospital in Asia to receive the JCI international accreditation. This is the gold standard for excellence in health care. Three of its hospitals – Delhi, Chennai and Hyderabad have been its proud recipients. It is not difficult to see why. Apollo’s milestones are many and could easily fill all the pages of a book of medical breakthroughs. The procedures that were performed a decade ago in the best of the western world’s super speciality hospitals have been done quite routinely in the facilities of this iconic Indian institution. Consider some of these achievements: the hospital has performed 60,000 cardio thoracic surgeries with a 99.6% success rate and 10,400 kidney transplants. It was the first to perform liver, multi-organ and cord-blood transplants in India. Apollo was also the first Indian institution to introduce cutting edge techniques in coronary angioplasty, stereotactic radiotherapy and radiosurgery for CNS tumours. Furthermore, with India’s growing population, it is estimated that over the next ten years, an additional 818,000 physicians would be needed. Apollo – now recognised as a world-class post graduate training centre – has taken the lead in developing hundreds of high quality health care specialists:
Cardio Thoracic Surgery is one of the largest groups in the world. Similarly constituted, the Centre of Gastroenterology and Hepatology specialises in the prevention, diagnosis and treatment of diseases of the digestive tract and liver. Kidney and cancer treatments are carried out by the Centre of Nephrology and Centre for Oncology. The hospital has performed pioneering interventional cardiologists and cardio thoracic surgeons.The Royal College of Radiologists in the UK recognises Apollo as a centre for training and final examination.
health products and general OTC products. The hospital’s telemedicine centres operate not only in India but also in Saudi Arabia, Yemen, Sri Lanka, Kazakhstan, Pakistan, Bangladesh, Nepal, Nigeria and Ethiopia. A recent pioneering effort at the speciality hospital in Chennai was the first successful unrelated double cord blood transplant in India on an eight-year-old Ugandan boy suffering from Fanconi’s Anaemia. In another exciting new development Apollo is working with IBM to create a Health Super Highway which will connect doctors across the country and across the globe, thereby creating a new paradigm in health care delivery: the Apollo Reach Hospitals. The mission of these hospitals will be to travel beyond the metros into the country’s hinterland.
Promotion
Apollo is building a novel health care ecosystem. The objective is to offer the patient the best experience – right from his entry into the gate till his departure from the hospital. The communications for this exercise attempts to capture the spirit of the mission. These include campaigns for orthopaedics and preventive heart checks where real patient testimonials and their experiences will be used. The Group also publishes relevant pamphlets in English and local languages to promote layman understanding of various common medical problems such as asthma, migraine, epilepsy.
History
Padma Bhushan Dr. Pratap C. Reddy, founder-chairman of Apollo Hospitals, has helped in making Chennai a centre for medical excellence in the country. He is also credited with being the catalyst in bringing quality health care to the country and modernising it. Dr. Reddy migrated back from the US in the mid 1970s and set up his cardiology practice in India. Moved by the death of an Indian who could not afford to travel to the US for treatment, Dr. Reddy embarked on a mission to work towards improving the medical infrastructure in India. He garnered the support of friends and fellow physicians in the US and began to work on his project. Most of the medical equipment had to be imported from abroad. Today, the Group has no need to showcase its stature or list its achievements. They speak for themselves.
surgeries including knee replacement, Birmingham Hip replacement and the Illizarov procedure at its Centre for Orthopedics and Joint Replacement. Advanced care for treatment of brain tumours, epilepsy, multiple sclerosis, movement disorders, vestibular diseases, stroke and headaches is available at the Centre for Neurology and Neurosurgery. Apollo has launched the Health City in Hyderabad. This is an integrated health care delivery facility spread over 33 acres. The facility covers disease prevention, management, wellness and research.
Brand Values
Over the years, the institution has consistently risen above the exceptional. It has been a trailblazer in health care initiatives in India. If medical tourism is a reality today, it is in no small measure attributable to the high standards Apollo has set – and the fine name and recognition it has achieved internationally. Apollo’s employees are enjoined to follow rigorously the Florence Nightingale approach of ‘tender loving care.’ All efforts are made to ensure that every patient who walks into Apollo is put instantly at ease. It’s not just the quality of the diagnosis, the equipment, the medical staff or the exceptional success rates at Apollo that have made it the leading health care provider in the region; it is largely the emotional bond that the hospital creates with the patient that makes Apollo so special.
Recent Developments
Apollo Hospitals introduced the concept of The Apollo Clinic to ensure that quality health care is available to more people and in more regions than ever before.This is an integrated franchisee model which offers facilities like specialist consultations, diagnostics, preventive health checks and a 24-hour pharmacy. In addition, as an outreach programme, Apollo has launched its Chest Pain Clinic initiative for comprehensive heart care. ‘Save A Child’s Heart’ was established in 2002 with the aim of providing quality care and financial access to children belonging to lower socio-economic groups. In this short span 900 children have benefited from surgeries and related procedures with a success rate of 97%. An additional 30,000 children with heart diseases across India have been screened. Apollo has also launched one of the largest pharmacy chains in India. The pharmacies are well-stocked, open around-the-clock and offer a wide range of medicines, hospital consumables,
Product
Before Apollo, health care in India was a scattered offering. There was hardly any doctorpatient or doctor-hospital integration. A sick person had to run a gauntlet of disparate services under several roofs. Apollo introduced 360 degree medical care across various specialties in each of its hospitals. This simply meant that patients could get a range of services – including preventive care, emergency services, diagnostics, consultation, treatment and rehabilitation – all under one roof. The hospital’s Centre of Cardiology and
www.apollohospitals.com
THINGS YOU DIDN’T KNOW ABOUT
Apollo Hospitals
Apollo Hospitals was named after the first space craft that landed on the moon, reflecting the promoter’s vision of the hospital being the first and the foremost in all its chosen fields Nearly 50,000 patients from 55 countries seek treatment at Apollo Hospitals each year Apollo operates 42 hospitals in over 30 countries In 1995 the hospital performed its first heart transplant; the patient continues to lead a normal, healthy life Apollo Hospitals have achieved a success rate of 70% in bone marrow transplants All the 750 pharmacies at Apollo Clinics are open around-the-clock
doc_822058565.pdf
It covers marketing, branding, promotions and complete information about the brand.
Market
The Apollo Hospitals Group – recognised as the architect of cutting edge health care in India – represents one of the most striking examples of the post-liberalisation transformation of markets that has swept across India. The hospital has spread its wings and soared. Several nations have replicated its Indian model. Government authorities and private health care groups in a number of countries are actively negotiating to bring Apollo facilities to their lands. From a single hospital unit in the early 1980s, Apollo is now ranked as Asia’s largest health care provider – and the third largest in the world – with over 8000 beds across 42 locations in India and abroad. Relentlessly fighting battles with death and disease, the Group has diversified into a number of specialities and businesses beyond its cardio thoracic facilities – forays that made Apollo a serious contender for global leadership in health care. Apart from covering an entire range of disease management, the Group has ventured into pharmacies, IT outsourcing, medical education and hospital management projects. It also extends insurance benefits under a family health plan. Surprisingly, even though quality health care is not accessible to rural India, the health segment of the Indian economy has grown exponentially in recent years. It is one of India’s largest sectors in terms of revenue and employment – and continues to expand rapidly. During the 1990s, Indian health care grew at a compounded
annual rate of 16% and today notches up a very creditable revenue of US$ 34 billion (Rs.136,000 crore). This translates into approximately 6% of India’s gross domestic product – or US$ 34 (Rs. 1360) per capita. By 2012, this figure is projected to surpass US$ 40 billion (Rs. 160,000 crore) (Source: PricewaterhouseCoopers). The private sector accounts for more than 80% of total health care spending. This sudden surge can be attributed to rapid urbanisation and an expanding middle class, with more disposable income. Affluence, however, has its downside. While several diseases like poliomyelitis, leprosy and neonatal tetanus will soon be eliminated the urban sprawl has spawned its own set of problems. Overcrowding, new slums, poor drainage and sewage systems have resulted in a concomitant recrudescence of other communicable diseases like dengue fever, viral hepatitis, tuberculosis, malaria and pneumonia. In addition, affluent, sedentary lifestyles and poor eating habits of urban Indians are causing pandemic increases in cancer, heart disease and diabetes. It is expected that these chronic metabolic ailments will grow at a faster rate than infectious diseases in the coming decade. The Indian health market, therefore, will need more answers, greater specialisation and increased diversification. It will require greater investments in preventive medicine, research and development and critical care – backed by flexible and affordable health insurance schemes. As importantly, it will require the expansion of medicine for rural areas whose 700 million inhabitants continue to be deprived of proper health care facilities. A solution that promises much is telemedicine – the remote diagnosis, monitoring and treatment of patients via videoconferencing or the internet.Telemedicine is a fast emerging trend in India, supported by the massive growth in the country’s information and communications technology sector and plummeting telecom costs.
In keeping with market trends the hospital is growing both horizontally and vertically. In order to ensure that quality health care is accessible to all, Apollo has started a chain of clinics across the country. It has established over 100 telemedicine centres both in India and abroad and has also ventured into health insurance with ApolloDKV.
Achievements
As an ISO certified institution, Apollo became the first hospital in Asia to receive the JCI international accreditation. This is the gold standard for excellence in health care. Three of its hospitals – Delhi, Chennai and Hyderabad have been its proud recipients. It is not difficult to see why. Apollo’s milestones are many and could easily fill all the pages of a book of medical breakthroughs. The procedures that were performed a decade ago in the best of the western world’s super speciality hospitals have been done quite routinely in the facilities of this iconic Indian institution. Consider some of these achievements: the hospital has performed 60,000 cardio thoracic surgeries with a 99.6% success rate and 10,400 kidney transplants. It was the first to perform liver, multi-organ and cord-blood transplants in India. Apollo was also the first Indian institution to introduce cutting edge techniques in coronary angioplasty, stereotactic radiotherapy and radiosurgery for CNS tumours. Furthermore, with India’s growing population, it is estimated that over the next ten years, an additional 818,000 physicians would be needed. Apollo – now recognised as a world-class post graduate training centre – has taken the lead in developing hundreds of high quality health care specialists:
Cardio Thoracic Surgery is one of the largest groups in the world. Similarly constituted, the Centre of Gastroenterology and Hepatology specialises in the prevention, diagnosis and treatment of diseases of the digestive tract and liver. Kidney and cancer treatments are carried out by the Centre of Nephrology and Centre for Oncology. The hospital has performed pioneering interventional cardiologists and cardio thoracic surgeons.The Royal College of Radiologists in the UK recognises Apollo as a centre for training and final examination.
health products and general OTC products. The hospital’s telemedicine centres operate not only in India but also in Saudi Arabia, Yemen, Sri Lanka, Kazakhstan, Pakistan, Bangladesh, Nepal, Nigeria and Ethiopia. A recent pioneering effort at the speciality hospital in Chennai was the first successful unrelated double cord blood transplant in India on an eight-year-old Ugandan boy suffering from Fanconi’s Anaemia. In another exciting new development Apollo is working with IBM to create a Health Super Highway which will connect doctors across the country and across the globe, thereby creating a new paradigm in health care delivery: the Apollo Reach Hospitals. The mission of these hospitals will be to travel beyond the metros into the country’s hinterland.
Promotion
Apollo is building a novel health care ecosystem. The objective is to offer the patient the best experience – right from his entry into the gate till his departure from the hospital. The communications for this exercise attempts to capture the spirit of the mission. These include campaigns for orthopaedics and preventive heart checks where real patient testimonials and their experiences will be used. The Group also publishes relevant pamphlets in English and local languages to promote layman understanding of various common medical problems such as asthma, migraine, epilepsy.
History
Padma Bhushan Dr. Pratap C. Reddy, founder-chairman of Apollo Hospitals, has helped in making Chennai a centre for medical excellence in the country. He is also credited with being the catalyst in bringing quality health care to the country and modernising it. Dr. Reddy migrated back from the US in the mid 1970s and set up his cardiology practice in India. Moved by the death of an Indian who could not afford to travel to the US for treatment, Dr. Reddy embarked on a mission to work towards improving the medical infrastructure in India. He garnered the support of friends and fellow physicians in the US and began to work on his project. Most of the medical equipment had to be imported from abroad. Today, the Group has no need to showcase its stature or list its achievements. They speak for themselves.
surgeries including knee replacement, Birmingham Hip replacement and the Illizarov procedure at its Centre for Orthopedics and Joint Replacement. Advanced care for treatment of brain tumours, epilepsy, multiple sclerosis, movement disorders, vestibular diseases, stroke and headaches is available at the Centre for Neurology and Neurosurgery. Apollo has launched the Health City in Hyderabad. This is an integrated health care delivery facility spread over 33 acres. The facility covers disease prevention, management, wellness and research.
Brand Values
Over the years, the institution has consistently risen above the exceptional. It has been a trailblazer in health care initiatives in India. If medical tourism is a reality today, it is in no small measure attributable to the high standards Apollo has set – and the fine name and recognition it has achieved internationally. Apollo’s employees are enjoined to follow rigorously the Florence Nightingale approach of ‘tender loving care.’ All efforts are made to ensure that every patient who walks into Apollo is put instantly at ease. It’s not just the quality of the diagnosis, the equipment, the medical staff or the exceptional success rates at Apollo that have made it the leading health care provider in the region; it is largely the emotional bond that the hospital creates with the patient that makes Apollo so special.
Recent Developments
Apollo Hospitals introduced the concept of The Apollo Clinic to ensure that quality health care is available to more people and in more regions than ever before.This is an integrated franchisee model which offers facilities like specialist consultations, diagnostics, preventive health checks and a 24-hour pharmacy. In addition, as an outreach programme, Apollo has launched its Chest Pain Clinic initiative for comprehensive heart care. ‘Save A Child’s Heart’ was established in 2002 with the aim of providing quality care and financial access to children belonging to lower socio-economic groups. In this short span 900 children have benefited from surgeries and related procedures with a success rate of 97%. An additional 30,000 children with heart diseases across India have been screened. Apollo has also launched one of the largest pharmacy chains in India. The pharmacies are well-stocked, open around-the-clock and offer a wide range of medicines, hospital consumables,
Product
Before Apollo, health care in India was a scattered offering. There was hardly any doctorpatient or doctor-hospital integration. A sick person had to run a gauntlet of disparate services under several roofs. Apollo introduced 360 degree medical care across various specialties in each of its hospitals. This simply meant that patients could get a range of services – including preventive care, emergency services, diagnostics, consultation, treatment and rehabilitation – all under one roof. The hospital’s Centre of Cardiology and
www.apollohospitals.com
THINGS YOU DIDN’T KNOW ABOUT
Apollo Hospitals
Apollo Hospitals was named after the first space craft that landed on the moon, reflecting the promoter’s vision of the hospital being the first and the foremost in all its chosen fields Nearly 50,000 patients from 55 countries seek treatment at Apollo Hospitals each year Apollo operates 42 hospitals in over 30 countries In 1995 the hospital performed its first heart transplant; the patient continues to lead a normal, healthy life Apollo Hospitals have achieved a success rate of 70% in bone marrow transplants All the 750 pharmacies at Apollo Clinics are open around-the-clock
doc_822058565.pdf