Apollo Hospitals Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Apollo Hospitals through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Apollo Hospitals Product Strategy:
Apollo Hospitals, a leading hospital in India, excels in the field of cardiology, oncology, knee replacement, diabetes treatment, neurology, etc. All these come under the product in the marketing mix of Apollo Hospitals. It employs robotics liked Da Vinci Robotics Surgical System, and Information Technology to ensure perfection in processes. Implementation of Information Technology has helped the hospital to maintain records throughout the country for the patients and analytics can help guess the development of the condition before it happens. Apollo Hospitals conducted 10000+ surgeries in FY 16.
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This concludes the product strategy in Apollo Hospitals marketing mix & strategy.
Apollo Hospitals Price/Pricing Strategy:
Below is the pricing strategy in Apollo Hospitals marketing mix strategy:
Apollo hospitals are priced in the first-class segment. It ensures quality and trust through its brand connect, for which consumers are willing to pay the premium.
Having involved elite technology in its processes, high price points are justified. Competitors of Apollo Hospitals like Fortis Healthcare are priced in the same segment. The pricing strategy is of a premium product as it is almost the market leader in close toe with its competitors.
Apollo Hospitals Place & Distribution Strategy:
Following is the distribution strategy in the Apollo Hospitals marketing mix:
Apollo Hospitals is present in most tier one and tier two cities. It has different types of models like Apollo Clinic, Apollo Reach Hospitals, Apollo Cradle, etc. Apollo Reach Hospitals cater relatively backward places. Apollo Cradle is for childcare. Such different models help Apollo Hospitals ensure its presence in all fields of medicine.
Apollo is both accessible and available in multiples cities and Muscat and Dhaka outside of India.
Apollo Hospitals Promotion & Advertising Strategy:
The promotional and advertising strategy in the Apollo Hospitals marketing mix is as follows:
Apollo Hospitals has marketing strategies, advertising, and promotion activities like Tender Loving Care (TLC) which customises the patient experience. Etc. Apollo Hospitals also invested one hundred in fifty crores to promoted medical tourism in India. Other plan like Billion Hearts Beating was awarded as the best promotion program of 2012.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Apollo Hospitals.
People:
The chain of hospitals runs with a huge manpower consisting of doctors, administrators, ward boys, nurses, pharmacists, etc. Recently Apollo Hospitals hired twenty three thousand members. The doctors at Apollo are motivated to adopt new technologies to tackle with medical cases. These doctors were able to treat 370000+ patients in FY 16 and 3300000+ outpatients.
Physical Evidence:
The fact that Apollo Hospitals has won many accolades in the field of cardiac cases and oncology is proof for Apollo’s success. It is also accredited by NABH and JCI. It recently won the Week-Nielsen Hospitals Survey as the Best Multi Specialty Private Hospital in Chennai. All its hospitals are its physical evidence. It has a reception, guest waiting area, cafeteria etc for people accompanying patients. Apollo hospitals have different rooms on different floors like ICU, baby care, emergency wards etc.
Process:
Apollo hospital is a pioneer in utilising telemarketing in the field of medicine. Apollo hospitals has always been first to adapt to new technological advancements, which helped them to create a niche in their processes. Unique standardised medical procedures conducted through the length and breadth of the country and in two other countries as well. All the medical procedures are excellent in quality and updated. Apollo Hospitals also runs a ‘Ask Apollo’ helpline for redressal of any issues. Hence this completes the marketing mix of Apollo hospitals.
About Apollo Hospitals:
Apollo Hospitals is an Indian chain of hospitals. They are a dedicated range of hospitals trying to make world class healthcare accessible to all individuals possible. Apollo Hospitals focus on enhancing patient experience through clinical excellence.
Apollo is located in 24 cities in India. Originating from Chennai, Apollo is now present internationally in Muscat & Dhaka as well. With 69 hospitals, over 9500 beds, more than 7000 clinicians it caters to over 55 specialities.
Given that the healthcare industry is growing at a CAGR of 22.9 percent, Apollo Hospitals is well equipped with Healthcare Information Technology, wide range of specialties and quick interfacing with patients to ride the high tide in the industry. In 2007, Apollo group of hospitals entered into a joint venture with Munich Health to launch Apollo Munich Health Insurance.
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