project on service sector management

Description
introduction
7 ps of service sector
classification
market segmentation

St. Andrew’s College Of Arts, Science and Commerce St.Domnic Road, Bandra (W) Mum ai !"""#"

Certificate
$%is is to certif& t%at t%e a o'e mentioned students %a'e done t%e (ro)ect on *+ Se(tem er ,""- as a (art of Ser'ice sector management Su )ect. $%is stud& %as een carried out & t%e students under m& guidance and su(er'ision during t%e (eriod of ,""-.*". $%e (ro)ect wor/ is original and aut%entic to est of /nowledge. 0lace1 Mum ai Date1

Signature of t%e guide

TABLE OF CONTENTS 1. Introduction to Service Sector 2. Concept of Service Marketing 3. Hospitals in India 4. History of Hospitals 5. P S! "nalysis #. $ni%ue C&aracteristics of Hospitals '. Classification of Hospitals (. ' P)s of Hospital Sector *. Market se+entation 1,.-uality .i+ension 11.Conclusion

Page No.

INTRODUCTION- SERVICE SECTOR

$%e ser'ice sector %as earn t%eir li'ing

een growing significantl& for more t%an (roducing ser'ices t%an ma/ing

fift& &ears to t%e e2tent t%at in t%e de'elo(ed world, more (eo(le from manufactured goods. 3n fact around t%ree 4uarters of t%e (o(ulation in t%e 5nited States and t%e 6uro(ean 5nion are em(lo&ed in ser'ice industries. Ser'ices t%erefore %a'e a ma)or im(act on national economies. $%e su )ect of Ser'ices Mar/eting %as grown in res(onse to t%is. 7atterl& %owe'er, manufacturing and tec%nolog& industries %a'e also recognised t%e need to (ro'ide ser'ices not onl& as a means of adding 'alue to t%e (%&sical (roducts w%ic% t%e& mar/et ut also as t%e asis for a different orientation to t%e management of t%eir usinesses. $%is

module will address t%e /e& issues, conce(ts and models w%ic% form t%e core of Ser'ices Mar/eting t%eor&, focusing, as far as (ossi le, on t%e ser'ice industries of rele'ance to students ta/ing t%e module.

What is a Service?
Ser'ices include all economic acti'ities w%ose out(ut is not a (%&sical (roduct or construction, is generall& consumed at t%e time it is (roduced and (ro'ides added 'alue in forms (suc% as con'enience, timeliness, comfort or %ealt%). $%at is essentiall& intangi le concerns of its first (urc%aser.

Concept of ‘Service Marketin !
$%e (erce(tion of ser'ice mar/eting focuses on selling t%e ser'ices in t%e est interest of users8 customers. Mar/eting a ser'ice is meant mar/eting somet%ing intangi le. 3t is mar/eting a (romise. 3n t%e mar/eting of ser'ices, we go t%roug% a num er of (ro lems directl& or indirectl& influencing t%e s&stem, usiness inde2. $%e (ro lems li/e mar/et segmentation, mar/eting information e%a'ioral management are studied minutel& w%ic% sim(lif& t%e tas/ of formulating a sound mi2 for mar/eting, suc% as 0roduct mi2, 0romotion mi2, 0rice mi2 and t%e 0lace mi2. 3t is im(ortant to mention t%at we find "0eo(le# an im(ortant mi2 of mar/eting ser'ices. 3f we mar/et t%e ser'ices in a rig%t direction, t%e a'aila le o((ortunities can e ca(itali9ed on o(timall& and also it contri utes su stantiall& to t%e (rocess of de'elo(ment. 3n 'iew of t%e a o'e, we o ser'e t%e following /e& (oints regarding t%e conce(t or (erce(tion of ser'ices mar/eting1
• •

3t is a managerial (rocess of managing t%e ser'ices. 3t is an organi9ed effort for (ro'iding a sound foundation for t%e de'elo(ment of an organi9ation. 3t is a social (rocess %el(ing an organi9ation to understand
Service Manage+ent is/

•

t%e emerging social (ro lem and to ta/e (art in t%e social transformation (rocess to )ustif& its e2istence in t%e societ&.

10 !o understand t&e utility t&e custo+ers receive 1y consu+ing or using t&e service offering of t&e organi2ation

20 !o understand &o3 t&e organi2ation 4personnel5 tec&nology5 p&ysical resources5 syste+s and custo+ers0 3ill 1e a1le to produce and deliver t&is utility 30 !o understand &o3 t&e organi2ation s&ould 1e developed and +anaged so t&at t&e intended %uality can 1e ac&ieved 40 !o +ake t&e organi2ation function so t&at t&is %uality can 1e delivered on a continuous 1asis.

T$E $OS%IT&' INDUSTR(
$oda& t%e %os(ital is a (lace for diagnosis and treatment of %uman ailments and restoration of %ealt% and well eing. $%e asic function of a %os(ital is to gi'e (ro(er treatment to t%e in)ured and sic/ wit%out %a'ing an& social, economic and racial discrimination.

Some of t%e ot%er im(ortant functions and ser'ices of modern %os(itals are training of t%e doctors and nurses, su((ort to medical researc% and assistance to all acti'ities carried out also a center for training of %ealt% wor/ers and & (u lic %ealt% and 'oluntar& agencies to (re'ent diseases. 3t is io.social researc%. $oda& it also acts as an institution t%at (ro'ides accommodation to (atients for medical nursing and care. Medical ser'ices are (rimaril& go'ernments. (ro'ided & t%e central and state

s(itals are not for (rofit ma/ing, t%e& are social institutions t%at ma/e t%e re4uired medical ser'ices a'aila le to societ&. Wit% time t%e classes and 4ualit& of %os(itals %a'e c%anged a lot . Most %os(itals toda& are tr&ing to (ro'ide all ultra facilities and

are in t%e (rocess of ma/ing state of t%e art %os(itals. s(itals (ro'ide t%e infrastructure facilit& to %ealt%care

$%e last two decades %a'e seen t%e mus%rooming of cor(orate and (ri'atel& run %os(itals. Most large trust and cor(orate %os(itals %a'e in'ested in modern e4ui(ment and focus on su(er. s(ecialties.

$%e (ri'ate sector accounts for ;"< of (rimar& medical care and !"< of all %os(ital care in 3ndia. $%e& em(lo& +"< of t%e countr&’s medical (ersonnel. $%e cor(orate %os(ital sector is most e'ol'ed in t%e sout% w%ile c%arita le8trust %os(itals (roliferate in t%e west. we'er, t%e nort% and east are also s%owing a growing trend in (ri'ate %os(ital e2(ansion. =e& t%era(eutic areas are cardiolog&, ne(%rolog&, oncolog&, ort%o(edics, geriatrics, maternit& and trauma8critical care. s(itals are not for (rofit ma/ing, t%e& are social institution to ma/e a'aila le to societ& t%e re4uired Medicare ser'ices. we'er t%is ma& not e true for (ri'ate %os(itals. $oda& %os(itals are a (lace of diagnosis and treatment of %uman ills, for t%e training researc%, (romoting %ealt% care acti'ities and to some e2tent a center %el(ing iosocial researc%. W:O states t%at

%os(itals are socio.medical organi9ation w%ose functions are1 Curati'e, (re'enti'e, (atient ser'ices and training of %ealt% wor/ers in iosocial researc%.

Wit% time t%e classes and 4ualit& of %os(itals %a'e c%anged a lot toda&. Most %os(itals toda& are tr&ing to (ro'ide all ultra facilities and are in t%e (rocess of ma/ing state of t%e art %os(itals. s(itals (ro'ide t%e infrastructure facilit& to %ealt%care.

$ospita)s in In*ia
B& t%e late *-+"s, t%ere were a((ro2imatel& *,+ medical colleges..roug%l& t%ree times more t%an in *-#". Data for *-+; s%ows t%at t%ere were >,",""" registered medical (ractitioners and ,*-,>"" registered nurses. ?arious studies %a'e s%own t%at in ot% ur an and rural areas (eo(le (referred to (a& and see/ & (ri'ate (%&sicians t%e more so(%isticated ser'ices (ro'ided

rat%er t%an use free treatment at (u lic %ealt% centres. $%e fast (ace of de'elo(ment of t%e (ri'ate medical sector and t%e urgeoning middle class in t%e *--"s %a'e led to t%e emergence of t%e new conce(t in 3ndia of esta lis%ing %os(itals and %ealt% care facilities on a for.(rofit asis.

C+rrent Scenario
3ndia, t%e growing economic (ower in Asia is witnessing frenetic growt% of its %ealt% care sector. 3ndia’s muc%.noted economic growt% is ra(idl& im(ro'ing li'ing standards and t%e %ealt%care industr& will e a ma)or eneficiar& of t%e o'erall increase in incomes. Recent ma)or regulator& reforms %a'e im(ro'ed t%e growt% (ros(ects for %ealt% insurance and, as a result, a large section of middle income families will e a le to afford %ealt%care ser'ices leading to %ig% demand. $%e re(ort of t%e @ational Commission on Macroeconomics and :ealt% %ad estimated t%e si9e of (ri'ate %ealt%care sector in 3ndia to e wort% Rs A-,""" crore and (ro)ected t%at si9e to dou le to Rs *#A,""" crore & ,"*,, esides an additional Rs >-,""" crore if %ealt% insurance (ic/s u(. Wit% t%e current (ace, t%e cor(orate segment in t%e (ri'ate medical ser'ice sector is li/el& to a sor a good s%are of t%is usiness. 7arge domestic mar/et is well com(lemented & inflow of

o'erseas Medical tourists. $%e num er of Medical tourists %as increased ten.fold from *",""" in ,"""."* to a out *"",""" in ,""!."#.

$ISTOR( O, $OS%IT&'S
Et-.o)o During t%e Middle Ages t%e %os(ital could ser'e ot%er functions, suc% as alms%ouse for t%e (oor, or %ostel for (ilgrims. $%e name comes from Berman C%os(esD (%ost), w%ic% is also t%e root for t%e 6nglis% words %otel, %ostel, and %os(italit&.

Ear)- histor3n ancient cultures, religion and medicine were lin/ed. $%e earliest /nown institutions aiming to (ro'ide cure were 6g&(tian tem(les. Bree/ tem(les dedicated to t%e %ealer. god Ascle(ius mig%t admit t%e sic/, w%o would wait for guidance from t%e god in a dream. $%e Romans ado(ted %is wors%i(. $%e Sin%alese (Sri 7an/ans) are (er%a(s res(onsi le for

introducing t%e conce(t of dedicated %os(itals to t%e world.

3nstitutions created s(ecificall& to care for t%e ill also a((eared earl& in 3ndia. =ing Aso/a founded *+ %os(itals in ,>" BC. $%ere were (%&sicians and nursing staff, and t%e e2(ense was orne & t%e ro&al treasur&. State.su((orted %os(itals later a((eared in C%ina during t%e first millennium A.D.

Statistics
@um er of s(itals1
States 0un)a :ar&ana Ma%aras%tra Bu)arat Ra)ast%an :.0 =arnata/a W. Bengal =erala Assam A.0 5.0 $amilnadu M.0 Bi%ar Orissa Bo'ernment *;! #+ !!# ,A> ,*+ !A ,",!, *!* *!* *!* #>! ,+, >A> ,>; ,#" 0ri'ate >," ,#+> ,">* " A #A *,*+-+" *;,, *>**" -" ,$otal ,*; ;+ >**# ,>;" ,*+ #; ,-> >-, ,"!" ,A+ *+A> A#, !"+ >A> >,+ ,+!

%EST &N&'(SIS

3n 3ndia e'en after A" &ears of inde(endence we all %a'e to acce(t t%at t%e go'ernment %as failed to (ro'ide t%e asic %ealt% care facilities in man& areas. :ealt% care sector is one of t%e most neglected w%ic% is onl& meant for slogans & most of our (oliticians. Eollowing are t%e list of factors t%at affect t%e %ealt%

care sector1

0O73$3CA7 EAC$ORS

? $%ere are non. merit 4uotas in medical institutions w%ic% is ad'ersel& affecting t%e 4ualit& F (er%a(s, t%e a'aila ilit& of trained and s/illed medical (rofessionals. 3t is said t%at ecause of t%ese reser'ations t%e 4ualit& of t%e future 3ndian doctors will e 'er& (oor. ? 3t is mandator& for t%e %os(itals to /ee( ,"< of t%e costl& treatments. ? 0ro'iding su sidi9ed land and e4ui(ment to s(itals will %el( t%em cater to t%eir (oorer (atients etter. ? Reduction in 3m(ort duties will %el( s(itals ac4uire new, modern and more so(%isticated medical e4ui(ment and tec%nologies. eds free for t%ose from t%e lower classes w%o cannot afford

6CO@OM3C EAC$ORS

? Because of t%e increase in t%e (er ca(ita income amongst t%e %ig%er and middle classes of t%e societ& t%ere %as een

an increase in t%e s(ending from t%ese classes in t%e %ealt% care sector. ? Ser'ice $a2 on s(ital ser'ices G *,.,!< %as increased t%e costs of ser'ices (ro'ided & t%e s(itals. 3n addition, t%e cost of in(ut ser'ices (electricit&, cleaning, maintenance, la orator&, laundr&, (atient care, trans(ortation, ancillar& ser'ices etc.) %as increased due to im(osition of ser'ice ta2 and a %i/e in $a2 rate from *"< to *,<. ? Cost ad'antage in %ealt%care t%at 3ndia offers cou(led wit% tec%nologicall& ad'anced medical treatment s&stem %as %el(ed in t%e growt% of medical tourism. ? $%e cost of ma/ing and maintaining a %os(ital is e2tremel& %ig%. ? 3ntroduction of 0ri'ate Medical insurers %as increased t%e reac% of medical insurance amongst t%e 3ndian (u lic. $%is is %el(ing t%e %os(itals ser'ice more (atients. ? $%ird 0art& Administrators ($0A’s) %as increased t%e claims settlement rate at increased cost of medical insurance.

SOCI&' ,&CTORS

? Certain (ercentages of eds %a'e to e /e(t for (oor (eo(le. Eor e2am(le in Bom a& ,"< of t%e eds %a'e to e /e(t reser'ed for (oor (eo(le w%et%er it is a (ri'ate or a (u lic

%os(ital. ? 7oo/ after t%e needs of local (oor (eo(le. ? O(en counseling and relief centres. ? Safe dis(osal of %os(ital wastes li/e used in)ection needles, waste lood etc F ta/ing care of t%e en'ironment is to e gi'en %ig% (riorit&. ? Cam(aigns and free medical c%ec/u(s %a'e to e conducted w%ene'er necessar&. ? 3n rief t%e social as(ect of t%e %os(ital industr& is to see t%at latest treatment and medicines are a'aila le to (eo(le at large at concessional rates or free of cost and t%at its acti'ities are not onl& restricted to ric% (eo(le.

$6CO7OB3CA7 EAC$ORS

? A large num er of tec%nicall& 4ualified (rofessionals %a'e made it (ossi le to e2(and t%e medical ser'ices. ? Com(uteri9ation and telecommunication ser'ices %a'e made remote area treatment a realit&. ? 5se of new age e4ui(ments is ma/ing t%e deli'er& of medical treatment etter.

? Stem cell researc% %as o(ened u( a w%ole new arena of s(ital ser'ices, w%erein, a new (atient. ? Ro otics micro.surger&1 . a greater degree of ro otics tec%nolog& in o(erating room to (ro'ide (recise and less traumatic as well as less destructi'e surger&. ? 7aser tec%nolog& ? 6m(lo&ment of information tec%nolog& tools for networ/ing of e2amination rooms, treatment rooms, o(erating rooms and diagnostic re(orting rooms. ? De(lo&ment of information tec%nolog& tools for generation of s(ecific disease related data ases, classified & a num er of 'aria les. od& (art can e grown to od& of t%e re(lace a dead or a diseased organ wit%in t%e

5@3H56

C:ARAC$6R3S$3CS

OE

S6R?3C6S

Wit%

Res(ect $o s(itals

$%ere are four commonl& cited c%aracteristics of ser'ices t%at ma/e t%em different to mar/et from goods1 3ntangi ilit&, 3nse(ara ilit&, ?aria ilit& and 0eris%a ilit&.

INT&N/I0I'IT(1
3ntangi le means t%at w%ic% cannot 3ntangi le ser'ices are difficult to sell e seen or touc%ed. e ecause t%e& cannot

(roduced and dis(la&ed a%ead of time. $%e& are t%erefore %arder to communicate to (ros(ecti'e customers. 62am(le I A ser'ices of a surgeon cannot e felt and t%e difference in t%e (atient can offered & %im. e seen, it can onl& e noticed w%en %e

reco'ers, %ence t%e doctor c%arges a (remium for t%e ser'ices

INSE%&R&0I'IT(1
$%is c%aracteristic is inter(reted differentl& & different

ser'ice mar/eting mar/eters, ut all inter(retations (oint out t%at s(ecial o(eration (ro lems e2ist for t%e firmJs managers. One inter(retation of t%is term is t%e inse(ara ilit& of customers from t%e ser'ice deli'er& (rocess. 3n (articular, man& ser'ices re4uire t%e (artici(ation of t%e customer in t%e (roduction (rocess. 3n case of t%e %os(ital industr&, (atient %as to (resent for e2(eriencing t%e ser'ices eing offered. Onl& t%en can %e e treated. 3n case if %e is not (resent in (erson %e would %a'e to

communicate wit% t%e doctor to get some feed ac/, t%e doctors can wor/ onl& w%en t%ere are (atients, A s(ital 3ndustr& will not wor/ if t%ere are onl& (atients and no doctors.

V&RI&0I'IT( 1
$%e fact t%at ser'ice 4ualit& is difficult to control com(ounds t%e mar/eterJs tas/. 3ntangi ilit& alone would not e suc% a (ro lem in customers could e sure t%at t%e ser'ices t%e& were to recei'e would e )ust li/e t%e successful e2(eriences t%eir neig% ors were so (leased wit%. But in fact, customers /now t%at ser'ices can 'ar& greatl&. 6'en t%e same ser'ice (ro'ider %as good da&s and ad da&s or ma& e less focused at different times of da&. e same Ser'ices are (erformances, often in'ol'ing t%e coo(eration and s/ill of se'eral indi'iduals, and are t%erefore unli/el& to ris/ faced & t%e consumer. 3n t%e %os(ital industr&, t%e ser'ices offered cannot & one doctor e'er& time. $%is (otential 'aria ilit& of ser'ice 4ualit& raises t%e

e indentical to t%e ser'ices of anot%er doctor as it ma& & one doctor to one

'ar& due to se'eral reasons suc% as e2(erience, degree , /nowledge etc. Also t%e ser'ices (ro'ided (atient cannot again as all t%ese t%ings are e'en situational. e t%e same w%en %e o(erates t%e same (atient

%ERIS$&0I'IT(1
$%e fourt% c%aracteristic distinguis%ing ser'ices from goods is t%eir time de(endence. Ser'ices cannot e in'entoried, since t%e& are (erformed in real time. And time (eriods during w%ic% ser'ice deli'er& ca(acit& sits idle re(resent re'enue.earning (otential t%at is lost fore'er. 0eriods of (ea/ demand cannot e (re(ared for in ad'ance & (roducing and storing ser'ices, nor can t%e& e made u( for after t%e fact. A ser'ice o((ortunit& occurs at a (oint in time, and w%en it is gone, it is gone fore'er. $%is can (resent great difficult& in facilities (lanning 3n t%e %os(ital industr&, t%e in)ection used for one 0atient cannot e used for t%e ot%er (atient, t%ere %as to e a new set u( for t%e ot%er (atient, %ence t%e ot%er items used e in'entoried & t%e ot%ers. & one (atient cannot

C'&SSI,IC&TION O, $OS%IT&'S

$%ere are different t&(es of %os(itals esta lis%ed wit% t%e motto of offering t%e medcare ser'ices and educational and training facilities. 3n a natural wa&, we find distinction in t%eir structure, function and (erformance. $%e classification is found ased on different criteria as mentioned elow.

C)assification on the 2asis of o23ective
On t%e asis of t%e o )ecti'e, t%ere are t%ree t&(es of %os(itals, $eac%ing.cum.researc% for de'elo(ing medicos and (romoting researc% to im(ro'e t%e 4ualit& of medical aid. Beneral %os(itals are for treating general ailments and S(ecial %os(itals for s(eciali9ed ser'ices in one or a few selected areas. $%is s%ows w%at is t%e main intention or moti'e of setting u( t%e %os(ital On the 2asis of the O04ECTIVE there are three t-pes1

Classification of s(itals on t%e asis of o )ecti'e

Teachin

c+. research

$%is is for de'elo(ing and (romoting researc% to im(ro'e t%e medical aid. $%ese %os(itals are affiliated wit% uni'ersities for medical researc% and t%e training of medical (ersonnel. 7arge teac%ing8 researc% %os(itals %a'e a 'ariet& of goals. 3n addition to treating (atients, t%e& are training sites for (%&sicians and ot%er %ealt% (rofessionals. $eac%ing institutions are almost alwa&s affiliated wit% a medical sc%ool, w%ic% means (atients %a'e access to %ig%l& s/illed s(ecialists w%o teac% at t%e sc%ool and are familiar wit% u(.to.t%e.minute tec%nolog&. 6.g. 0ra'ara Medical s(ital F College, 0ra'ara is a $eac%ing. cum.researc% %os(ital.

/enera)
$%e est./nown t&(e of %os(ital is t%e general %os(ital w%ic% is

set u( to deal wit% man& /inds of disease and in)ur&, and t&(icall& %as an emergenc& ward to deal wit% immediate t%reats to %ealt% and t%e ca(acit& to dis(atc% emergenc& medical ser'ices. A general %os(ital is t&(icall& t%e ma)or %ealt% care facilit& in its

region, wit% large num ers of c%ild irt%,

eds for intensi'e care and long.

term careK and s(eciali9ed facilities for surger&, (lastic surger&, ioassa& la oratories, and so fort%. Beneral %os(itals minister to all t&(es of illness.

Specia)
$%is is for treating s(eciali9ed ailments or (ro'iding s(eciali9ed ser'ices in one or a few selected areas. $&(es of s(eciali9ed %os(itals include trauma centers, c%ildrenJs %os(itals, seniorsJ %os(itals, and %os(itals for dealing wit% s(ecific medical needs suc% as (s&c%iatric (ro lems. S(ecial %os(itals are concerned wit% onl& one disease or grou( of diseases. ?3M:A@S is /nown for gamma./nife t%era(& and is a (referred centre for rain and s(inal surger&. 6'er& &ear t%is %os(ital gets A".;" (atients, %alf of t%em from Mauritius wit% neurological disorders re4uiring micro. rain surger&.

C)assification on the 2asis of o5nership

On t%e

asis of owners%i(, t%ere are four t&(es of %os(itals. $%is e di'ided in t%e

s%ows w%o owns a %os(ital or in ot%er words w%o are t%e owners or %a'e (ossession of t%e %os(ital. 3t can

following wa&s1 On the 2asis of the OWNERS$I%6 there are fo+r t-pes1

Classification of s(itals on t%e asis of owners%i(

/overn.ent
$%is is owned managed and controlled & go'ernment.

Bo'ernment %os(itals are o(erated and maintained w%oll& & t%e national, (ro'incial, cit& or munici(al go'ernment, or ot%er (olitical unitK or t%ereof. 6.g. @air s(ital and St. Beorge are Bo'ernment s(itals. & an& de(artment, di'ision, oard or agenc&

Se.i-/overn.ent

$%is is (artiall& s%ared

& t%e go'ernment. Semi.Bo'ernment & t%e national,

%os(itals are o(erated and maintained (artiall&

(ro'incial, cit& or munici(al go'ernment, or ot%er (olitical unitK or & an& de(artment, di'ision, oard or agenc& t%ereof.

%rivate
0ri'ate %os(itals are (ri'atel& owned, esta lis%ed and o(erated wit% funds t%roug% donation, (rinci(al, in'estment, or ot%er means, & an& indi'idual, cor(oration, association, or organi9ation. $%e& are (rofit.ma/ing institutions. 0ro(rietar& %os(itals are owned suc% as doctors & cor(orations or, less often, w%o (ractice at t%e & indi'iduals s(ital %os(ital.

cor(orations usuall& own a c%ain of institutions located in se'eral states, and t%e& often own nursing %omes or ot%er t&(es of %ealt% care facilities as well.

Vo)+ntar- & encies
$%ese agencies are t%e ones t%at run %os(itals. s(itals run &

'oluntar& organi9ations. Man& %os(itals %a'e %os(ital 'olunteer (rograms w%ere (eo(le (usuall& students and senior citi9ens) can 'olunteer and (ro'ide 'arious ancillar& ser'ices. A 'oluntar& %os(ital is a non(rofit communit& facilit& o(erating under

religious or ot%er 'oluntar& aus(ices. 5ltimate res(onsi ilit& for all t%at ta/es (lace at t%e %os(ital rests wit% its oard of trustees, generall& selected from t%e communit&Js usiness and (rofessional (eo(le, w%o ser'e wit%out (a&. $o manage t%e %os(ital t%e trustees a((oint a (aid administrator.

Classification on t%e asis of (at%
On t%e asis of (at% of treatment, we find allo(at%, t%e s&stem w%ic% is (romoted under t%e 6nglis% s&stem. $%is s%ows t%e (at% or trail of treatment. A&ur'ed is ased on 3ndian s&stem w%ere %er als are used for (re(aring t%e medicine. 7i/e t%is we find 5nani and ot%ers

On the 2asis of %&T$ O, TRE&TMENT6 there are1

Classification of s(itals on t%e asis of 0at% of $reatment

&))opath
$%is term is generall& used to descri e t%e con'entional a((roac% to medicine or LWesternL medicine. 3t is t%e s&stem t%at is (romoted under t%e 6nglis% s&stem. 3t is t%e met%od of treating disease & t%e use of agents t%at (roduce effects different from & t%e use of remedies w%ic% (roduce & t%e disease under t%ose of t%e disease treated. 3t’s t%e s&stem of medical (ractice w%ic% treats disease effects different from t%ose (roduced

treatment. A s&stem, w%ic% treats a disease wit% drugs %a'ing o((osite effects to e2isting s&m(toms, eac% successi'e disco'er& and de'elo(ment in Allo(at%&, is t%e result of e2tensi'e researc%. 6ac% new remed& %as %el(ed alle'iate (ain and suffering and increased t%e life s(an of (eo(le.

&-+rve*a
3t is ased on t%e 3ndian s&stem w%ere %er al are used for een (racticed for more t%an #,""" &ears. lifest&le inter'entions and natural

(re(aring medicines. 3t is 3ndiaJs traditional, natural s&stem of medicine t%at %as treating illness A&ur'eda (ro'ides an integrated a((roac% to (re'enting and t%roug% t%era(ies. 0u lis%ed studies %a'e documented reductions in

cardio'ascular disease ris/ factors, including A&ur'edic met%ods.

lood (ressure,

c%olesterol, and reaction to stress, in indi'iduals w%o (ractice

$o.eopath
A s&stem of t%era(& ased on t%e conce(t t%at disease can e

treated wit% drugs (in minute doses) t%oug%t ca(a le of (roducing t%e same s&m(toms in %ealt%& (eo(le as t%e disease itself. According to %omeo(at%&, s&m(toms are t%e od&Js wa& of fig%ting disease. 3t is a s&stem of alternati'e medicine t%at stri'es to treat Lli/e wit% li/eL. meo(at%& rests on t%e (remise of treating sic/ (ersons wit% t%era(eutic agents Mdrugs, remediesN t%at are deemed to (roduce similar s&m(toms in a %ealt%& indi'idual.

Unani
3t is a com(re%ensi'e s&stem encom(assing 'irtuall& all of t%e /nown %ealing s&stems of t%e world. As an alternati'e medicine, 5nani %as found fa'or in Asia es(eciall& 3ndia. 3n 3ndia, 5nani (ractitioners can (ractice as 4ualified doctors, as t%e 3ndian go'ernment a((ro'es t%eir (ractice. 5nani medicine is 'er& close to A&ur'eda.

Others
Man& %os(itals are maintained solel& for t%e treatment of militar& (ersonnel and 'eterans. Some %os(itals are (laced on s(ecial %ig% (riorit& segments of t%e (u lic wor/s or utilities infrastructure to ensure continuit& of care during a state of emergenc&.

Classification on t%e asis of si9e
On t%e asis of si9e, we find 'ariation in t%e si9e of %os(itals. On the 2asis of the SI7E6 there are1

Classification of s(itals on t%e asis of si9e

Teachin
$%ese %os(itals %a'e #"" eds and differ according to t%e tune of students.

District
$%e& %a'e ,"" eds w%ic% can e raised to >"" eds according to t%e c%anging re4uirements.

Ta)+ka
$%ese generall& %a'e #" de(ending on t%e needs. eds t%at can e raised to *""

%ri.ar- $ea)th Centers
$%e& consist of eds from t%e range of A.*".

SEVEN P’S %RODUCT
A (roduct is a set of attri utes assem led in an identifia le form. $%e (roduct is t%e central com(onent of an& mar/eting mi2. $%e (roduct com(onent of t%e mar/eting mi2 deals wit% a 'ariet& of issues relating to de'elo(ment, (resentation and management of t%e (roduct w%ic% is to e offered to t%e mar/et (alce. 3t co'ers issues suc% as ser'ice (ac/age, core ser'ices and (eri(%erals, managing ser'ice offering and de'elo(ing ser'ice offering. s(itals toda& offer t%e following ser'ices1 *. 6mergenc& ser'ices ,. Am ulance ser'ices >. Diagnostic ser'ices !. 0%armac& ser'ices #. Casualt& ser'ices

E.er enc- Services1 6mergenc& ser'ices and care at most
%os(itals is uni4ue and ad'anced. $%e %os(itals %a'e state of t%e art am ulances. $%e CC5’s on w%eels under su(er'ision medical and (ara.medical staff. $%ere is %i & tec%

telecommunication a'aila le to a (atient in an emergenc& at an& gi'en time.

&.2+)ance Services1 :i $ec% am ulances lin/ed & state of
t%e art telecommunications are full& e4ui((ed wit% doctors t%at are a'aila le to render medical attention and assistance in case of emergencies at t%e (atient’s doorste(.

Dia nostic Services1 Modern %os(itals are muti.s(ecialit&
and muti.disci(linar&, t%at can %andle an& /ind of ailment, t%e& offer a wide range of facilities for e.g 1 ort%o(aedics, Oncolog&, @eurolog&, (lastic surger& etc.

%har.ac- Services1

Most %os(itals also %a'e a (%armac& ut also (atients from t%e ot%er

w%ic% is o(en ,! %rs. 3t caters to t%e needs not onl& of t%e in(atients and out (atients, %os(itals w%o re4uire emergenc& drugs.

Cas+a)t- services1 3ncludes a ,! %rs casualt& de(artment,
w%ic% attends to t%e accident or emergenc& cases. A(art from t%e a o'e ser'ices, %os(ital also offer C:ealt% diagnosis (rogrammeD w%ic% is a com(re%ensi'e, com(lete, (eriodic %ealt% c%ec/ u( (ro'ided for us& e2ecuti'es, (rofessional usinessmen.

$%e %ealt% diagnosis (rogramme consists of t%e following1 *. Master %ealt% c%ec/ u(. ,. 62ecuti'e %ealt% c%ec/ u(. >. Dia etic’s %ealt% c%ec/ u(.

PRODUCT LEVELS Core product:
!&e core product of t&e service is t&e service t&e custo+er is really getting or t&e reason 3&y t&e custo+er 3ants t&e service. In t&e &ospitals t&e core service is t&e cure t&at t&e custo+er is e6pecting. 7or e6a+ple5 a person 3&o is suffering fro+ 8appendicitis9 e6pects relief fro+ t&e pain and surgical re+oval of t&e appendi6. very &ospital provides a core service.

Basic ser ice:
!&e 1asic product is 3&at is necessary to satisfy t&e core 1enefit or need. In t&e &ospital sector5 t&e 1asic product is t&e 1ed t&at is provided5 t&e various %ualified doctors and t&e nurses t&at are t&ere in t&e &ospital to look after t&e patients. !&e 1asic product in t&e &ospitals sector also includes t&e advanced e%uip+ent re%uired for diagnosing5 operating and curing t&e patient. !&is 1asic service also includes t&e 3ard 1oys 3&o are re%uired for keeping clean and &ygienic conditions t&at are necessary for t&e patients.

E!pected ser ice or "e#e$its:

!&e e6pected 1enefits refer to t&e standard of t&e services t&e custo+er e6pects. !&ese are t&e types of services t&at t&e &ospitals &ave to provide5 if suc& services are not provided t&en t&e custo+er +ay not opt for t&e service. Here t&e e6pected 1enefits are t&at t&e 1eds s&ould 1e &ygienic and t&e services provided 1y t&e doctors and t&e nurses s&ould 1e according to t&e industry nor+s. !&e &ospital pre+ises s&ould also 1e clean. !&e e%uip+ents s&ould 1e in proper 3orking conditions and t&ere s&ould 1e a pleasing environ+ent for t&e patients to rest and get cured %uickly.

Aug%e#ted "e#e$its or additio#s:
!&ese refer to t&e various additions to t&e services over and a1ove t&e consu+er e6pectations. !&ese 1enefits play an i+portant role in attracting patients to t&e &ospital. In India +ost of t&e &ospitals &ave tried to adapt t&e +arketing strategies of t&e 3estern countries. Most of t&e &ospitals provide private air:conditioned roo+s for t&eir patients. " fe3 private &ospitals also provide +aternity 3ards 3&erein t&e 1a1ies and t&eir +ot&ers are taken care of. !&e c&ildren)s 3ard is a special section in 3&ic& &ospitals provide special treat+ent and care for t&e c&ildren. !&ey are given toys and various ot&er ga+es to play 3it&. So+e &ospitals &ave nurses and doctors t&at provide e6ceptional services t&at e6ceed t&e custo+er e6pectations. !&ey provide t&e patients 3it& pat&ology services5 a 1lood 1ank5 t&ere are also t&e radiology depart+ents. !&ey also &ave p&ar+acies 3it&in t&e &ospital 1uilding itself.

0R3C6
0rice is one of t%e (rominent elements in t%e mar/eting mi2. 0rice c%arged must e acce(ta le to target customers and it s%ould co ordinate wit% ot%er elements of t%e mar/eting mi2. According to 0%ili( =otler, one s%ould tr& to CSell ?alue, @ot 0riceD. 0rice is a ma)or determinant of a ac/ing to u&er’s c%oice, as a (erson must %a'e t%e need, willingness and a ilit& or financial u& t%e (roduct. 3n %os(ital F %ealt% care sector ser'ices in'ol'e t%e use of e2(ensi'e and com(le2 mac%iner&, w%ic% in'ol'e %uge in'estments. A(art from t%at, t%e cost of maintaining t%em and cost of running t%e %os(ital is in no terms c%ea(.

%+2)ic sector pricin
3n t%e (u lic sector %os(itals t%e su sidies recei'ed from t%e go'ernment are significant sources of income. $%e (u lic %os(itals (ro'ide free treatment to t%ose w%o %ail from t%e (oor sections of t%e societ&. $%ese costs are incurred & t%e go'ernment. $%e customers w%o are a o'e t%e (o'ert& line %a'e

to (a& nominal c%arges to t%e (u lic %os(itals for t%eir treatment. $%e rest of t%e amount is ac4uired from t%e res(ecti'e go'ernments.

%rivate sector hospita)s
$%e (ri'ate sector %os(itals %a'e a distincti'e (ricing strateg&. $%e& c%arge low or no (rice to t%e (oor (eo(le. $%is de(ends on t%e su sid& (rograms offered & t%e go'ernment. Some (ri'ate %os(itals c%arge a 'er& %ig% (rice as com(ared to t%e cost of t%e ser'ices (ro'ided. Most of t%e (ri'ate %os(itals %a'e e2tremel& good 4ualit& ser'ices and t%is )ustifies t%eir (ricing strategies. @ow.a.da&s t%ere are t%e facilities li/e medi.claim a'aila le t%at %el( attract customers to t%e su(erior and e2(ensi'e ser'ices.

%rivate Charit- hospita)
3n (ri'ate c%arit& %os(itals t%e (ricing strateg& ado(ted is different from t%at of t%e (u lic %os(itals. W%at t%e (ri'ate c%arit& %os(itals do is t%at t%e& (ro'ide free treatment to t%e (eo(le from t%e (oor strata of t%e societ&K t%e& c%arge a minimal rate or su sidi9ed rate to t%e low and middle income grou(s w%o can afford to (a& and lastl& t%e& c%arge %ig% fares to t%ose elonging to t%e u((er.middle class and %ig% class.

07AC6

$%is is an im(ortant element of t%e mar/eting mi2 w%ic% is /nown as (lace mi2, w%ic% focuses on t%e location of t%e ser'ice factor&. 3t refers to t%e contact (oint etween t%e ser'ice (ro'ider and t%e customer. 3t is 'er& im(ortant to form t%e (lace mi2 (ro(erl& in case of %os(itals ecause of t%e 'er& fact t%at t%e customer %imself comes to t%e ser'ice factor&, also %erein 4uiet a num er of factors and limitations come into (la& li/e t%e cost of t%e (lace and t%e area re4uired. Certain %os(itals re4uire a lot of s(ace for t%e uilding and all t%e facilities t%at are necessar& for t%e treatment of t%e (atientK %ence t%e& ma& %a'e to locate t%e %os(ital at a (lace w%ere t%ere is lot of s(ace a'aila le and at a c%ea(er. Some of t%e essential features w%ic% ma& e ta/en into

consideration are as eas& and con'enient accessi ilit&, safet& or (rotection a'aila ilit& of t%e infrastructural facilities, attracti'e and %ealt%& surroundings. $%e selection of (lace is 'er& im(ortant in order to a'oid t%e incon'eniences to t%e users in reac%ing to t%e %os(ital in time. Ade4uate trans(ort and communication facilities s%ould a'aila le w%ere t%e %os(itals are located. s(itals s%ould e e

located at easil& accessi le (laces i.e. areas w%ic% %a'e an eas&

access to all modes of trans(ort. 6'er& %os(ital must (ro'ide trans(ort & wa& of (ro(erl& e4ui((ed am ulances to deal wit% emergencies. $%e ser'ice (roduct is closel& lin/ed to its deli'er& and nature of t%e deli'er& s&stem also %as a (owerful im(act on t%e (atient e2(erience. 62am(le1 $ata memorial %os(ital s(eciali9es in cancer treatment and is located at a center (lace unli/e ot%er normal %os(itals, w%ic% &ou can find all o'er ot%er (laces

0ROMO$3O@

0romotion is an element in an organi9ation’s mar/eting mi2 t%at ser'es to inform, (ersuade and8or remind (eo(le a out an organi9ation’s or indi'idual’s goods, ser'ices, image, ideas, feeling, communit& eliefs, or in'ol'ement Be%a'iour or im(act on societ&. form of 0romotion is used in %o(es of influencing t%e reci(ient’s t%roug% an& communication.

3n

s(ital Sector,

it is considered to

e e2tremel&

"UNET$IC&'# to ad'ertise or (romote one’s medical ser'ices. $%is is so ecause, it is not a good t%ing to sa& t%at &ou can sa'e someone’s life etter t%an some od& else. Also it is 'er& miser&. s(itals conduct cam(s in rural areas to gi'e medical c%ec/ u(s at a reasona le (rice so t%at t%e rural (eo(le a((roac% t%e %os(ital again in t%e future. s(itals generall& ad'ertise in %ealt% and fitness maga9ines. ad to sa& t%at &ou are (rofiteering from (eo(le’s

%ro.otiona) Strate ies

• Wor* of Mo+th
$%is strateg& is considered to e t%e godfat%er of

(romotional strategies in s(ital sector. A (atient w%o %as een successfull& treated in a %os(ital will alwa&s suggest t%is to anot%er customer. $%is is also used to create customer lo&alt& among (otential customers actual ser'ice %as deli'er&. of t%e %os(itals %a'e to efore an& een rendered to t%em. $%is is w%& most e 'er& efficient in t%e ser'ice

• %erio*ica)s
Se'eral Medical Maga9ines, news(a(ers and Oournals are (rinted in order to create awareness a out t%e %os(itals among t%e general (u lic. $%is s&stem is also used s(ecialists in ot%er fields. & s(ecialists to ma/e a great doctor referral networ/ of

• e-%ro.otions
We sites of se'eral %os(itals are coming u( as a means of (romoting oneself wit%out rea/ing t%e Cet%ical codeD. $%e e we sites ser'e as information medium to t%ose (eo(le w%o see/ treatment for a (articular (ro lem. Also t%e& can used to (ro'ide some tangi le e'idence a out t%e facilities.

• Mai) Ca.pai ns
$%ese can e called as (ost ser'ice tec%ni4ues used to

en%ance one’s image in e&e of t%e (atient. 3n t%is tec%ni4ue t%e doctor’s send a re'iew mail in4uiring a out t%e (atients’ %ealt% and also as/s for a feed ac/ regarding t%e facilities. $%is is also eing started & t%e %os(itals in order to s(read good word of mout% among (otential customers.

• E*+cation of C+sto.ers
3n t%is s&stem %os(itals inform t%e general (u lic a out a (articular disease i.e. t%e& create awareness a out a (articular disease and inform t%ese (eo(le a out all t%e necessar& s&m(toms of t%e disease. $%is ser'es in creating customers and a trust among t%e two as well as t%is ser'es as increasing ones mar/et access, t%is %a((ens as t%ese (eo(le w%o %a'e een informed will furt%er s(read t%e word out t%us, increasing co'erage. $%is is termed as CM3SS3O@ARP 0ROMO$3O@D.

• Referra)s
Doctors w%o o(erate from clinics, (ol&clinics gi'e referrals of s(itals to get t%e treatment of t%eir (atients done. Eor t%e ser'ice (ro'ided & t%e referrer t%e s(ital gi'es an ot% t%e ac/nowledgement in t%e form of a commission also called as a referrer fee. $%is leads to internal (romotion of %os(ital as well as t%e doctor.

06O076

0eo(le

refer

to

ot%

t%e

(eo(le

inside

t%e

organi9ation

(em(lo&ees) as well as outside t%e organi9ation (customers). 0eo(le in Ser'ice Sector Mar/eting re(resent ot% t%e em(lo&ees of t%e com(an& as well as t%e customers of t%e com(an&. we'er, in case of %os(ital sector t%e customer cannot e relied on as t%is is an e2tremel& %ig% /nowledge dri'en sector w%ere it is difficult to filter down t%e com(le2 information in sim(ler forms for t%e customers. $%e (eo(le %a'e to e trained (ro(erl& in order to /ee( t%e customer satisfied. $%e em(lo&ees %a'e to e trained (ro(erl& so t%at t%e& interact well wit% t%e customer. 6m(lo&ee %ere does not onl& mean t%e %ig% le'el ones (ro'ided & a ser'ice (ro'ider. C)inica) E.p)o-ees ? Doctors ? @urses ? Medical Assistants ? 0aramedics1 ? 0%armacists Non 8 C)inica) E.p)o-ees ? Ward Bo&s1 Aids to nurses w%o run errands for t%em ? Cleaners1 Swee(ers, toiletr& maintenance etcQ ? 7aundr& De(artment1 Re(lacing and Was%ing linens 0ro'ide 0%&siot%era(eutic treatment to reco'ering (atients ut also t%e lower le'el ones. 6m(lo&ees are t%e :uman Eace to t%e ser'ice deli'er&

? Sterili9ers1 Sterili9ing 64ui(ment and Eacilities ? 64ui(ment :andlers1 R.Ra& Mac%ine O(erators etcQ ? Administrati'e Staff1 Accountants, Cas%iers, Bills Collection etcQ ? Catering F Dietetics1 0ro'ide for nutritional needs of t%e (atients

%$(SIC&' EVIDENCE
$%e (%&sical e'idence is defined as t%e en'ironment in w%ic% t%e ser'ice is deli'ered and w%ere t%e firm and t%e customers interactK and an& tangi le commodities t%at facilitate (erformance or communicate t%e ser'ice. 3t (la&s a role in en%ancing customer’s (erce(tion of t%e ser'ice 4ualit&. $%e acce(tance of ser'ices is communicated t%roug% t%e (%&sical e'idenceK t%erefore, it is of great significance to t%e ser'ice mar/eters. w im(ortant is t%e (%&sical e'idence of CWoc/%ardtD or C7ila'atiD. 3n a cit& li/e Mum ai w%ere t%e income of (eo(le is

%ig%er as com(ared to t%e ot%er (arts of 3ndia, one is read& to s(end on one’s %ealt% and %ence t%e loo/ of a %os(ital too would matter. $%e en'ironment in w%ic% t%e ser'ice is deli'ered and w%ere t%e customers and firm interact, and an& tangi le com(onents t%at facilitate (erformance or communication of t%e ser'ice. $%e (%&sical e'idence of ser'ices includes all of t%e tangi le re(resentations of t%e ser'ices suc% as roc%ures, letter%ead, usiness cards, re(ort formats, signage and e4ui(ment. 0%&sical e'idence ma/es a %uge im(act on t%e customer. 0%&sical e'idence (ro'ides customers means of e'aluating t%e ser'ice

E)e.ents of %h-sica) Evi*ence
Often customer e'aluates t%e ser'ices on t%e tangi le clues of (%&sical e'idence, efore its (urc%ase. $%e general elements of (%&sical e'idence are1 E9TERIOR E'EMENTS O, $OS%IT&'S 62terior elements include t%e outer loo/ of t%e (lace of deli'er& of ser'ice. $%e e2terior gi'es a formal introduction to t%e customer as to t%e /ind of ser'ice %e8 s%e is to recei'e. 3n t%e case of %os(itals, t%e (%&sical e'idence is a 'er& crucial element as one is see/ing medical %el( relating to one’s %ealt% and no one would ta/e c%ances in suc% cases. :ence, e2terior as well as interior factors s%ould e /e(t in mind.

Some of t%e e2terior factors essential in s(itals are as follows1 • 62teriors Design • 6ntrance • Signage • 0ar/ing • Surrounding 6n'ironment • Securit& INTERIOR E'EMENTS O, $OS%IT&'S 3n case of %os(itals, t%e interiors (la& a 'er& 'ital and im(ortant role. 3f t%e %os(ital is not %&gienic, does not loo/ u( to t%e standard as it (romises to suc% a %os(ital. Bi'en elow are some interior elements in conte2t of %os(itals1
• • • • •

e and t%e e4ui(ment used is not of

good 4ualit&, (atients would %esitate coming for an& treatment to

3nterior Design Safet& Signs Rooms Was%rooms 64ui(ment

OT&ER TAN'(BLES

"long 3it& t&e e6terior and interior ele+ents in &ospitals5 ot&er tangi1les also &elp in putting up a good i+pression of t&e &ospital in t&e eyes of t&e custo+er. So+eti+es5 s+all ele+ents too +ay +ake a 1ig difference. !&is section refers to t&ose s+all ele+ents. !&e ot&er tangi1les are as follo3s/

? $nifor+s. ? Staff ? %uip+ent

? ;isiting Card ? "!M Centers ? !elep&one service ? "+1ulances

Service sector .ana e.ent

0ROC6SS
0rocess is a set of acti'ities t%at ta/e an in(ut, con'ert it and add 'alue to t%e in(ut and finall&, create an out(ut. 0rocess %as onl& recentl& alt%oug% it %as een gi'en muc% attention in t%e ser'ice sector een t%e su )ect to stud& in manufacturing for

man& &ears. Blue(rints design (rocesses, w%ic% sets a standard for action to ta/e (lace and to im(lement t%e ser'ice.

4oinin

%hase

The Intensive Cons+.ption %hase Detach.ent %hase ,ee*2ack

;-

Service sector .ana e.ent

*.

The 3oinin

phase I w%ic% includes

$%e arri'al of t%e (atient Registration I w%ere a (atient %as to ma/e an initial de(osit at t%e in(atient %istor&. illing counter after w%ic% a file is o(ened in t%e (atient’s name to /now t%e (atient’s medical

,.

Intensive cons+.ption phase I w%ic% includes
Diagnosis I w%ere t%e consultant diagnoses t%e illness ma/ing t%e (atient undergo 'arious tests $reatment I w%ere t%e illness is treated wit% (ro(er medication or surger& 3nformation a out furt%er actions I t%e consultant will instruct t%e (atient regarding t%e diet to medication to e ta/en etc. e followed, t%e &

>.

Detach.ent phase I w%ic% includes
Disc%arge of t%e (atient 0a&ment I after t%e (atient is disc%arged, t%e (aid at t%e illing counter. ill will e

!.

,ee*2ack

I at t%is stage, t%e (atient is re4uested to fill

an e'aluation form, w%ic% %el(s t%e %os(ital aut%orities to /now t%e le'el of satisfaction deri'ed & t%e (atient.

+"

Service sector .ana e.ent

0atient’s suggestions are alwa&s considered for im(ro'ing t%e %os(ital ser'ices.

/enera) %rocess Or ani:ation in a $ospita)

,inance Dept

0i))in

%+rchase Dept

Stores

Doctors

%atient ; E<terna) c+sto.er=

N+rses

Wit%in t%e %os(ital, if we loo/ at eac% indi'idual de(artment, we notice t%at eac% de(artment ser'es t%e needs of anot%er de(artment, for instance, t%e (urc%ase de(artment ser'es t%e need of t%e stores, t%e illing de(artment ser'es of t%e finance de(artment etc. So in eac% wa&, eac% de(artment is a customer to anot%er de(artment, w%ile at t%e same time it mig%t e a su((lier to anot%er de(artment. 6ac% de(artment is an Sinternal customer’ or t%e ot%er de(artments. Onl& w%en eac% unit of t%e %os(ital understands w%o t%eir customers are and w%at t%eir needs are, will t%e %os(ital

+*

Service sector .ana e.ent

de'elo( asis for gi'ing t%e est ser'ice in t%e most efficient wa& to t%e (atient.

Market Se .entation
Mar/et segmentation is a useful usiness tool to identif& new and e2(anded wa&s to im(ro'e ser'ices and en%ance re'enues. $%is tool identifies uni4ue su sets of t%e (o(ulation to target for s(eciali9ed ser'ices and mar/eting initiati'es.

SE/MENTIN/
Segmenting 'aria les suc% as geogra(%ic, demogra(%ic,

0s&c%ogra(%ic and

e%a'ioral segmentation %el(s in /nowing e

consumer wants needs and res(onses of 'arious ser'ices and (roducts. 3t is 'er& essential to /now w%ic% segment would rig%t for setting u( our %os(ital as onl& after stud&ing t%e diseases and t%e (eo(le w%o are diseased or at %ig% ris/ of getting t%ose diseases form our segment.

/eo raphic Se .ent
3t calls for di'iding t%e mar/et into different geogra(%ical units suc% as nations, states, regions, countries, cities or

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Service sector .ana e.ent

neig% or%ood. One can o(erate in few geogra(%ic areas, or o(erate in all ut (a& attention to local 'ariations. 3t is ad'isa le to target all sections of (eo(le, & and large t%e entire mass & deli'ering 'aried ser'ices to a s(ecific disease.

De.o raphic Se .ent $%e mar/et is di'ided into grou(s on t%e asis of 'aria le suc% as age, famil& si9e, famil& lifec&cle, gender, income, occu(ation, education, religion, race, generation, nationalit& and social class. Wit% t%ese 'aria les of segmentation we get to /now t%e (references and t%e usage rates associated wit% different consumers

%s-cho raphic Se .ent1
$%is segmentation is done as (er t%e lifest&le, (ersonalit& of t%e (eo(le. Different (eo(le %a'e different lifest&les and different (ersonalit&, so for t%em t%e e2(ectation of ser'ice also differs, so /ee(ing all suc% (oints in mind t%e %os(itals (ro'ide ser'ices. 0eo(le li'ing wit% 'er& %ig% le'el of so(%isticated lifest&le (refer

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Service sector .ana e.ent

%os(itals w%ic% (ro'ide est 4ualit& ser'ice. On t%e ot%er %and (eo(le %a'ing 'er& sim(le lifest&le ma& also go to (u lic %os(ital.

0ehaviora) Se .entation
3n t%is t%e segmentation is done as (er t%e following 'aria les i.e. /nowledge of, attitude towards, use of, or res(onse to a (roduct or a ser'ice. $%ese stage and attitude. are t%e e%a'ioral 'aria les I occasions, u&er readiness est starting (oints for constructing enefits, user status, user rate, lo&alt& status,

mar/et segments. Eor e.g (erson %a'ing dia etes would go to t%e %os(ital after /nowing t%e facilities t%at t%e& offer and t%e care, comfort t%e& (ro'ide. $%is would %el( in creating lo&al (atients and create goodwill for our %os(ital.

>+a)it- *i.ensions

Hualit& refers to t%e in%erent or distincti'e c%aracteristics or (ro(erties of a (erson, o )ect, (rocess or ot%er t%ing. Suc%

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c%aracteristics or (ro(erties ma& set a (erson or t%ing a(art from ot%er (ersons or t%ings, or ma& denote some degree of ac%ie'ement or e2cellence. W%en used in relation to (eo(le, t%e term ma& also signif& a (ersonal c%aracter or trait.

Eor e2am(le, %os(itals %a'e to decide w%at 4ualit& of food to u& for t%eir (atients. $%e u&ing o )ecti'e %ere is not (rofit, ecause t%e food is (ro'ided to t%e (atients as (art of t%e total ser'ice (ac/age. @or is cost minimi9ation t%e sole o )ecti'e, ecause (oor food will cause (atients to com(lain and %urt t%e %os(ital’s re(utation. $%e %os(ital (urc%asing agent %as to searc% for institutional food 'endors w%ose 4ualit& meets or e2ceeds a certain minimum standard and w%ose (rices are low. =nowing t%is, man& food 'endors set u( a se(arate di'ision to res(ond to t%e s(ecial needs of institutional u&ers. $%us, :ein9, for e2am(le, will (roduce, (ac/age, and (rice its /etc%u( differentl& to meet t%e different re4uirements of %os(itals, colleges, and (risons.

>+a)it- *i.ensions 2- %aras+ra.an
$%e 4ualit& customer ser'ice is t%e foundation for long run usinesses. $%is 4ualit& dimensions will regulate t%e usiness (rocess, solutions and ser'ices. Hualit& of ser'ice is t%e most

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im(ortant and t%e most critical com(onent for a customer. $%ese are fi'e 4ualit& dimensions, w%ic% can account for t%e assessment of ser'ice 4ualit&. BP 0arasuraman et al I 0arasuraman, ?alerie Teit%aml and 7eonard Berr& identified fi'e dimensions wit% w%ic% consumers )udge ser'ices. e ta/en into

RE'I&0I'IT(

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Service sector .ana e.ent

3t s%ows t%e a ilit& of t%e ser'ice (ro'ider to (erform t%e (romised ser'ice accuratel& and de(enda l&. 3t means t%at t%e ser'ice (ro'ider s%ould e a le to identif& and (ro'ide usiness solutions to t%eir customers to ac%ie'e t%eir goals and o )ecti'es. Relia ilit& assures (erforming t%e (romise gi'en to t%e customers in t%e most effecti'e and efficient manner. 3n t%e case of %os(ital industr& it is consistentl& s%own to e t%e most im(ortant determinant of ser'ice 4ualit& ecause t%is is t%e main reason w%& t%e customer i.e. (atient comes to a %os(ital for %is treatment and as soon as %e enters in a %os(ital, it ecomes an im(lied (romise of t%e management of t%e est to treat %im e assured of t%e acute (%&sical and ro/en t%en it will (articular %os(ital t%at t%e& will tr& t%eir le'el (ro(erl&. A (erson s%ould

mental disorders also. So t%is is t%e most 'ital (romise w%ic% a %os(ital gi'es to its customers and if it is re(utation of t%e %os(ital cause a great (ro lem to its customer as well as it affects t%e ut as suc% t%ere is no %ard and fast rule in an& of t%e %os(ital t%at a (atient will e cured. Basicall& t%e main ser'ice, w%ic% a %os(ital gi'es, is cure and treatment onl& and t%e& s%ouldn’t com(romise a criteria. s(itals s%ould %ire t%e it in t%is est of est doctors afforda le and

a'aila le to t%em in t%e industr&, w%ic% can (ro'ide t%e

t%e ser'ices. s(itals s%ould also (ro'ide all t%e ot%er ser'ices

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Service sector .ana e.ent

li/e

t%e

accommodation,

medicines,

timel&

a((ointments,

a((ro(riate diagnosis, and etc. to t%eir le'el est to t%e (atients.

&SSUR&NCE
Assurance is all a out trust and confidence. 3t comes wit% t%e rand e4uit&, trust and lo&alt& towards consumers. Consumers s%ould on t%e e assured a out t%e ser'ice and t%e& s%ould %a'e trust rand. $%is dimension is (articularl& im(ortant for ecause it in'ol'es a %ig% ris/ and t%ere is a

%os(ital industr&

great uncertaint& of t%e outcomes. $rust and confidence ma& e em odied in t%e (erson w%o lin/s t%e customers directl& to t%e com(an& for e2am(le securities t%e w%ole organi9ation ro/ers, insurance agents, etc. ut in t%e %os(ital industr& t%e customer is not directl& lin/ed to ut wit% onl& a (art of it in t%e wa& of some (articular doctors and attendants. So in t%e earl& stages customer ma& use t%e tangi le e'idence to assess t%e assurance dimension li/e t%e degrees, %onors, awards, and s(ecial certifications in t%is t&(e of (rofessional ser'ices. So if t%e %os(ital is rated # star, t%an t%e (atient ma& e assured t%at at least t%e& are getting treated & t%e est (rofessionals in t%e industr& and t%e (ro a ilit& of t%e& getting cured is %ig% in a critical disease wit% suc% %os(ital ot%er t%an low graded %os(itals. So %ere t%e /nowledge, s/ills, credentials

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Service sector .ana e.ent

and re(utation of %os(ital and its em(lo&ees is of immense im(ortance to assure t%e customers a out t%e ser'ice.

T&N/I0I'IT(
$angi ilit& means re(resenting t%e ser'ice (%&sicall&. 3t stands for t%e a((earance of facilities, e4ui(ments, (ersonnel and communication material. Ma/ing customers %a((& wit% usiness en'ironment is t%e motto of ser'ice (ro'iders. All of t%ese (ro'ide (%&sical re(resentations or images of t%e ser'ice t%at customers, (articularl& new customers, will use to e'aluate 4ualit&. s(ital is a t&(e of ser'ice in w%ic% t%e customer %imself comes to t%e ser'ice factor& %ence t%ere is more interaction wit% t%e tangi le cues. 3n a %os(ital t%e tangi les are t%e waiting rooms, e2amination rooms, surgical and o(erational tools, and facilities inside t%e rooms, modern infrastructure, essential drugs, e4ui(ments for in'estigations, etc. on w%ic% a (atient can ma/e out t%e ser'ice 4ualit& of a (articular %os(ital. s(itals s%ould also ta/e good care of t%eir /itc%en and canteens. $%e& s%ould e /e(t a solutel& clean and clear to insure %&giene. $%is is t%e main aim for a %os(ital to attract more and more customers. As t%ere is no (articular tangi le

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Service sector .ana e.ent

ser'ice li/e in real estate industr& or in catering industr& in w%ic% &ou can actuall& tr& a (roduct and t%en can a((ro'e it. But in t%is case a (atient can’t )ust tr& t%e ser'ice of t%e doctors in t%e %os(ital so %e will %a'e to rel& on t%ese t&(e of tangi le goods and t%e (rofile of t%e surgeons and doctors to ta/e a decision to get admitted in a (articular %os(ital.

EM%&T$(
6m(at%& means t%e indi'iduali9ed attention and customi9ed ser'ice gi'en to t%e customers & t%e organi9ation. 5nderstanding t%e customer’s needs, goals, and o )ecti'es and (ro'iding solutions wit% good 4ualit& and %el(ing t%em to o'ercome t%eir (ro lems. A %os(ital s%ould ac/nowledge (atient as a (erson, s%ould remem er %is (re'ious (ro lems and s%ould t%an %ear to %im wit% (atience to treat %im in t%e e'er&one est (ossi le manner. $%is industr& is all a out gi'ing customi9ed ser'ice to ecause e'er& (atient %as different (ro lems so %e s%ould e treated wit% a great em(at%&. More t%an t%e treatment, w%at a (atient wants is care and comfort. A (atient gets distressed w%en %e is alone, w%en t%ere is no one to %ear %im and t%ere is not%ing to (ass %is time on. So staff and doctors s%ould alwa&s e friendl& and t%ere s%ould ecause it relie'es t%e e a friendl& en'ironment in t%e %os(ital
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Service sector .ana e.ent

mental (ressure of t%e (atient and so %e can e reco'ered soon. :e s%ould e gi'en t%e est of t%e food and est of t%e ser'ices, w%ic% %e demands ta/ing care of %is treatment so t%at %e feels good. A (atient is t%e customer of t%e %os(ital ut not a regular e %is

customer so w%ate'er %e is e2(eriencing and getting will a customer can

(erce(tion t%roug%out %is lifetime and t%is is t%e onl& time w%en e satisfied and t%ere will e no second c%ance. $%is will also create t%e word of mout% (u licit& w%en %e is disc%arged from t%e %os(ital and %e will tell a out %is e2(eriences to ot%ers.

RES%ONSIVENESS
Res(onsi'eness re'eals t%e ser'ice (ro'iders awareness in (ro lem sol'ing wit% 'ia le usiness solutions. 3t can e defined as t%e wa& t%e ser'ice (ro'ider res(onds to t%e customers and %is willingness to %el(. $%e foremost t%ing is t%at t%e ser'ice (ro'ider must t%ere s%ould (ossi le. e accessi le to sol'e t%e (ro lem w%ene'er it e no waiting after t%at. $%an t%e ser'ice (ro'ider occurs and t%ere t%e ser'ice (ro'ider s%ould see t%roug% it t%at s%ould e willing to listen to t%e (ro lem and sol'e it as soon as

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Service sector .ana e.ent

Attenti'eness and (rom(tness is somet%ing on w%ic% a %os(ital s%ould em(%asis on w%ile dealing wit% t%em at t%e time of t%eir treatment, (ro lems and com(laints. $o e2cel in t%is dimension t%e %os(ital must 'iew t%e (rocess of ser'ice deli'er& and %andling t%e re4uests from t%e (atient’s (oint of 'iew and s%ould tr& to minimi9e t%e time ta/en to res(ond to t%e (atient (ro lems. S(eed and t%e (rom(tness are t%e two main criteria, on w%ic% a %os(ital’s res(onsi'eness dimension can e e'aluated. 3n t%e case of an& emergenc& or critical matter t%e

res(onsi'eness of doctors and staff are 'er& im(ortant so t%e& s%ould e alert for suc% situations at an& time of t%e da&. So & res(onsi'eness of a %os(ital is communicated to t%e (atient

t%e lengt% of time ta/en to assist t%em, answer t%eir 4uestions or gi'ing attention to t%eir (ro lems. $raining is t%e most 'ital tool gi'en to t%e em(lo&ees i.e. doctors and t%e staffs to deal wit% e'en t%e worst conditions during emergenc& and t%e& s%ould e res(onsi le enoug% to deal wit% it t%en and t%ere.

0( Davi* &? /arvin ei ht *i.ensions of @+a)it5ere i*entifie* 2- /arvin1
*. 0erformance1 e'er& (roduct is su((osed to deli'er enefits and t%e measure of its 4ualit& is (erformance of t%e offer. A
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Service sector .ana e.ent

dis% scourer, w%ic% can clean (lates com(letel& and 4uic/l&, would e a (erformance. ,. Eeatures1 t%ese are in addition to t%e core (roduct, w%ic% does not come as standard Sfeatures’, li/e add.ons. >. Relia ilit&1 t%is is a measure of t%e degree of (ro a ilit& of t%e (roduct deli'er& w%at %ad een (romised. !. Conformance1 deli'er& 4ualit& meeting design standards. #. Dura ilit&1 t%is is a measure of t%e lengt% of time t%at a (roduct can deli'er enefits, wit%out deterioration. A. Ser'icea ilit&1 if t%e (roduct can e re(aired wit% ease and s(eed t%an it is a measure of 4ualit&. 3t could include t%e e%a'ioural dimension of ser'ice of (ersonnel li/e t%eir (oliteness ;. Aest%etics1 t%is is a measure of t%e (roduct’s loo/s, design, touc% and feel. +. 0ercei'ed Hualit&1 consumers de'elo( a (erce(tion due to com(an& I controlled stimuli li/e ad'ertising, (u licit& and rand (romotion, and social effects li/e word.of.mout%.

>+a)itSome matters w%ic% influence (erce(tion of 4ualit& of ser'ice in a %os(ital are

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Service sector .ana e.ent

• W%ile ma/ing in4uiries or gi'ing instruction, nurses and ot%er staff refer to (atients & ed num ers or & t%e disease %e suffered from. 3t ma/es a lot of difference if t%e (atient is identified & %is name. • 7etting (atients /now w%at t%e& are suffering from, w%at is eing done to t%em, w%& (articular tests are caused eing conducted, w%at t%e& can e2(ect in terms of discomfort, & a (articular medical (rocedure, etc. O(en communication is 'er& satisf&ing. • 7etting (atient %a'ing an o(tion regarding t%eir treatment or continued %os(itali9ation, ecause of %ig% costs in'ol'ed. s(itals tend to treat (atient li/e ca(ti'es or %ostages, w%o cannot esca(e, and on w%om an& treatment, at an& cost, can e forced, wit%out t%eir consent. • 7etting accom(an&ing relati'es /now w%at is eing done to t%e (atient and a out o(tions. • 0atients eing escorted & someone senior w%en t%e& %a'e to e ta/en else w%ere, for R.ra&s, Scanning, etc. instead of t%eir eing left alone in corridors on w%eel c%airs or stretc%ers, waiting for t%eir turn. • Remo'ing (articular serious cases from general ward. 0atients get de(ressed w%en t%e& see ot%er (atient in acute distress, or in a terminal condition wit% a lot of

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Service sector .ana e.ent

an2ious relati'es mo'ing around and medical staff rus%ing a out. • A (rimar& nurse eing assigned, as an aid to e'er& (atient

to ta/e care of %is need t%roug%out %is sta& in t%e %os(ital.

A-roo. Intraoperative MRI S+ite ;IMRIS=
$%is is 3ndiaJs first >.room intra o(erati'e diagnostic and imaging solution w%ere t%e (atient is ne'er mo'ed. 3MR3S rings MR3 etter surgical imaging to (atients undergoing surger& and ena les surgeons to le'erage t%e uni4ue a ilit& to (ro'ide outcomes for t%eir (atients. 3t is t%e worldJs most (atient.safe intra.o(erati'e imaging solution t%at allows t%e surgeon to accuratel& de(ict c%anges in rain (osition and anatom& during surger&. 3MR3S (ro'ides com(lete >A"U surgical access to t%e (atient and can ser'ice multi(le o(erating rooms. At =o/ila en %os(ital, a *.# $esla ceiling.mounted MR3 is stationed in a diagnostic a& wit% two ad)acent o(erating rooms on eit%er side.

Orthope*ic6 ENT an* Ne+ro Navi ation S-ste.s
World o'er, na'igation s&stems are redefining t%e wa& surgeries are (erformed. $%e& ena le surgeons to ac%ie'e greater (recision & (ro'iding electronic guidance using com(uters, & infrared cameras and wireless instruments. Surgeons can effecti'el& ma/e data.dri'en decisions in t%e o(erating room incor(orating t%e t%ree tec%nological inno'ations t%at (ro'ide a

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data.ric%,

'isual

surgical

en'ironment

t%at

%el(s

reduce

(rocedure in'asi'eness, ris/ and o(erati'e times.

Ra*iation Onco)o - 'inac S+ites
$%e $rilog& stereotactic s&stem is t%e most ad'anced, so(%isticated mac%ine of its /ind in t%e world. As t%e leading image.guided radiot%era(& (3BR$) s&stem, $rilog& mar/s t%e eginning of a new generation of cancer care. $%e 'ersatile s&stem com ines imaging and treatment tec%nologies, and can e used to deli'er t%e widest range of e2ternal stereotactic radiation t%era(& and eam radiot%era(ies1 >D conformal radiot%era(&, 3MR$, fractionated intensit&.modulated radiosurger& for cancer and neurosurgical treatments. Ad'anced imaging ca(a ilities res(irator& gating uilt into t%e s&stem allow t%era(ists to s&stem com(ensates for an& tumour (osition (atients for treatment wit% su .millimetre accurac&. A mo'ement t%at occurs as a (atient reat%es. $%e s&stem at

=o/ila en %os(ital is (owerful and can deli'er radiot%era(& doses at least A" (er cent faster t%an con'entional accelerators. $%is s%ortens t%e lengt% of time (atients need to s(end undergoing treatment. 3n addition, t%e radiation (recise, allowing clinicians to deli'er un(recedented accurac&. eam is %ig%l& wit% treatments

Stereotactic Ra*ios+r er$%e @o'alis $2 at =o/ila en %os(ital is among t%e worldJs first w%ole radiosurger& s&stems for indications in t%e
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rain, li'er,

Service sector .ana e.ent

(ancreas, (rostate and lung. 3t ena les small, dee(.seated tumours to e treated & radiation wit%out o(en surger& and offers a 'ersatile com ination of ad'anced tec%nologies for t%e treatment of tumours and ot%er anatomical targets. Wit% t%is (latform, t%e =o/ila en %os(ital offers state.of.t%e.art, non. in'asi'e treatment for a wide range of cancers and ot%er (otentiall& de ilitating conditions, wit%out %arming near & %ealt%& tissue and wit%out in'ol'ing traditional surger&.

A Tes)a MRI
0atients toda& demand t%e %ig%est 4ualit& of care, including a comforta le e2am e2(erience and t%e assurance t%at t%e diagnosis is t%e most accurate (ossi le. W%en &ou com ine >$ wit% a ;" cm o(en ore, &ou gi'e t%em )ust t%at. More s(ace e limits claustro(%o ic re)ections, fewer (atients need to

sedated, and s%ar(er images are ca(tured t%an/s to less an2iet&.related mo'ement. $%e >$ s&stem at =o/ila en %os(ital accommodates (atients wit% s(ecial needs and conditions including s(inal deformities, res(irator& (ro lems and t%ose wit% (ain and mo ilit& issues. 3t also allows us to e2(and care to a wider range of (atients including o ese, (aediatric, elderl&, 3C5 (atients or t%ose de(endent u(on medical e4ui(ment. $%e >$ roadens clinical (ossi ilities wit% eas& access in inter'entional MR3 and o((ortunities to (erform more functional studies (using t%e functional MR3 tool).

BC-s)ice %ETDCT
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3ndiaJs

first,

0ositron

6mission$omogra(%&

.

Com(uted

$omogra(%& (06$.C$) is a medical imaging de'ice t%at com ines ot% a 0ositron 6mission $omogra(%& and an 2.ra& Com(uted $omogra(%&, so t%at images ac4uired from ot% de'ices can e ta/en se4uentiall&, in t%e same session, from t%e (atient and com ined into a single su(erim(osed image. 06$.C$ %as re'olutionised anatomic medical diagnosis to & adding imaging, (recision w%ic% of was localisation functional

(re'iousl& lac/ing. Eor e2am(le, in cancers, surgical (lanning, radiation t%era(& and cancer staging %a'e ra(idl& under t%e influence of 06$.C$. een c%anging

D+a) So+rce Car*iac CT ;DSCT=
$%e latest re'olution in C$ is t%e new Dual Source C$ tec%nolog& t%at (ioneers new clinical o((ortunities. Our DSC$ is faster t%an e'er& dose eating %eart, c an o tain full cardiac detail at %alf t%e of radiation, ser'es as a one.sto( diagnosis in e&ond 'isualisation wit% dual energ&. eta.

emergencies, and goes

$wice as fast as ot%er cardiac C$ scanners and less influenced & irregular %eart r%&t%ms, it eliminates t%e need for loc/ers to slow down t%e %eart rate (rior to cardiac scanning. $%e DSC$ at =o/ila en %os(ital o(ens t%e door to a new world of c%aracterisation, 'isualising t%e c%emical com(osition of t%e %uman od&. $%e result1 two s(iral data sets ac4uired in a single scan (ro'iding di'erse information, w%ic% allows us to

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differentiate, c%aracterise, isolate, and distinguis% t%e imaged tissue and material com(osition.

S%ECT
Single (%oton emission com(uted tomogra(%& (S06C$) is a nuclear medicine imaging tec%ni4ue using gamma ra&s. S06C$ can e used to com(lement an& imaging stud& w%ere a true >D re(resentation is needed, suc% as tumour, infection, t%&roid or one imaging. As S06C$ (ermits accurate localisation in >D s(ace, it is used to (ro'ide information a out localised functioning of internal organsK for instance, functional cardiac or rain imaging.

CONC'USION
$%e nature of surgical o(erations %as c%anged considera l&. Alternate (rocedures, wit%out resorting to con'entional surger&, are ecoming a'aila le, t%an/s to new tec%nolog&, using lasers, micro instruments, etc. t%erefore, t%ere is little (ost surgical care. 0atients can return %ome t%e same da&, wit% 'err& little discomfort, and %ardl& an& (ossi ilit& of com(lications. 0atients, t%e world o'er, are finding it c%ea(er to arrange for nurses and e4ui(ment at %ome, is more comforting. ecause of t%e %ea'& cost of %os(itali9ation. 64ui(ments can e %ired. Care (ro'ided at %ome

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Service sector .ana e.ent

Eor t%ese reasons, t%e occu(anc& of %os(ital eds is going down. Similar trends are e2(ected in 3ndia. $%e data on (atients, gi'en earlier, (oints to t%e need of restructuring %os(itals, to meet new usage (atterns. S(ecialit& %os(itals are eing connected to similar %os(itals in

ot%er (arts of t%e world, t%roug% satellite communication networ/s. $%roug% data e2c%anges and teleconferences, doctors in one (lace can confer and consult wit% colleagues an&w%ere in t%e world. Doctors from one cit&, 'isit %os(itals in ot%er cities, ot%er countries, for s%ort durations, to demonstrate t%eir s/ills, to teac%, and to learn. A good %os(ital is a (lace for learning, if t%e e2(erience gained in t%e case of a (atient is (ro(erl& recorded and stored in a li rar&. Doctors en%ance t%eir /nowledge and s/ills & accessing suc% records. $%e 4ualit& of ot% t%e doctor and t%e %os(ital can e en%anced in t%is wa&.

Bi liogra(%& We sites
• www.e2(ress%ealt%caremgmt.com

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Service sector .ana e.ent

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www.ficci.com www.dog(ile.com %tt(188en.wi/i(edia.org8wi/i8s(ital %tt(188en.wi/i(edia.org8wi/i8:ealt%care %tt(188en.wi/i(edia.org8wi/i8$ertiar&VsectorVofVt%eVeconom& %tt(188www.econom&watc%.com8world.industries8ser'ices.sector8 %tt(188www.econom&watc%.com8world.industries8%ealt%.care8 %tt(188www.econom&watc%.com8world.industries8%ealt%. care8india.%tml
%tt(188www.%im(u .com8frontend8%ome.as(W5ser3dX>*--">,!>

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Re$ere#ce Boo)s: • • • • •
•

C%risto(%er 7o'eloc/ and Ooc%en Wirt9, Ser'ice Mar/eting, 0earson 6ducation (u lication %ouse, Eift% edition Teit%mal F Bitner, Ser'ices Mar/eting, >rd edition C. B%attac%ar)ee, Ser'ice Sector Management. An 3ndian

(ers(ecti'e, Second 6dition. Arun =umar, s(ital Mangemnt, Second 6dition. $alluru Sreeni'as, Ser'ice sector in 3ndian 6conom&, ,nd 6dition. ?asanti ?enugo(al and Rag%u ?.@, Ser'ices Mar/eting, Eirst 6dition

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