SMI ASSIGNMENT

DEVELOP A NEW STRATEGY TO LAUNCH A

MULTI-SPECIALTY HOSPITAL WITH LOW BUDGET

A group Presentation on.

Developing a Strategy to
Launch a New Multi specialty Hospital with Low
Budget

Arjun Machina
12SJCCC365

BRIEF INTRO TO THE HEALTH INDUSTRY

Health-care Industry an aggregation of
sectors
Provision of services
Largest and fastest growing industry
Consumption of GDP

 Ways of providing health care service.

Place of delivery.
Most common method of delivery.
Effect of Technology.

MEDICAL TOURISM

Medical Tourism The Term

Reason for Evolution.

HEALTH-CARE INDUSTRY IN INDIA

The Health care industry and India

Categories in the Indian Health care

industry.

India and its competitive edge in the health

care industry over other countries.

Estimated Growth.

Contribution by Private Sectors.

Shreesha Jairam
12SJCCC313

INVESTING IN HEALTH-CARE INDUSTRY

Like any other Industry, Investing or starting a
business in the health-care Industry has to be done
when

the

general

direction

of

the

economy,

demographics as well as the policies are pointing in

the

right direction.

unintended outcomes.

Otherwise

it

can

lead

to

POSITIVE SIGNS OF INVESTING

The ageing population and the baby boomers
People living longer with chronic diseases
Obesity and diabetes epidemics
Technological advances
The global reach of diseases
Personalized medicine
Government policies and its general outlook

NEGATIVE SIGNS INCLUDE

Government restrictions
Expenditure as an increasing share of Gross
Domestic Product (GDP)
The uninsured
Cost controls
Consumerism

As seen from the above points it is clear that

launching a business in the healthcare
industry can be a very financially profitable
business especially in India if done in the
right area at the right time. The growth of
this industry in India too is very promising
and investment in this area is a very
lucrative opportunity.

Benet Julian
12SJCCC326

DEMERITS OF HAVING A LOW BUDGET

WHEN LAUNCHING A MULTI-SPECIALITY
HOSPITAL
Credibility - In the years prior to the large number of
businesses in the health industry, being the everyday lowprice leader meant being the price leader in your geographic
region.
Discounts - The result of starting with low-budget can work
against you when it comes to discounts and pricing specials.

 Perception of Quality - Competition-based pricing is

a model that relies on the pricing habits of your
competition.
Customer Service - An everyday low-budget offering
reduces your profit margin and forces you to operate
on a low prices.

STEPS FOR LAUNCHING THE BUSINESS

Market Research
Investigating the competition
Determining the marketing strategy
Creating a public relations program
Pricing
Actual Launch of the Service

MARKET RESEARCH
Conceiving an Idea.
Integral part of business commencement.
Gives an Overview.
Discovery of strengths and weaknesses.

Apart from these it also gives a brief overview of the

following key points:
a) Target Market
b) Market Needs
c) Positioning and Strategy
d) New service strengths and weaknesses
e) Company strengths and weaknesses
f) Focus group meetings
g) Key promotional messages
h) Know strong points of competition
i) Objectives of the concern and its fulfillment

Chandan Prabhu
12SJCCC327

INVESTIGATING THE COMPETITION

Investigating the competition is a very key aspect when
launching a business . Competition guides the company in
many aspects such as pricing, marketing, general
customer relations and even the type of service provided.
When a business wants to attract its customers it has to
provide a better service in comparison with its competition
as people judge a company based on its competition.

DETERMINING THE MARKETING STRATEGY

A business before launching the service must
determine the marketing strategy and test it
with focus groups to determine their response to
your promotions. Most successful launches
involve marketing of many types. Online
promotions, radio/television spots, and email
solicitations can all lead a visitor to your website
to learn more about the new product and other
product offerings. One of the most critical
aspects of any business is a marketing plan.
Successful marketing plans provide a road map
from the launch of business to its acceptance in
the market.

KEY ASPECTS TO BE CONSIDERED WHEN

CONSTRUCTING A MARKETING PLAN

Specific - The first step in a successful marketing

plan is to identify your target market. Your

strategy should be specific to your target
customers. One way to this is to profile your
target customer.
Local - When beginning to market a type of
service, there are a number of ways to introduce
your service to the market. One effective, costfriendly way to do this is to set up at local clinics ,
Pharmacies or newspapers to run a launch
announcement, and speak to local doctors to
gauge their interest in your service.

Flexibility

- Marketing plans should always be re-

evaluated at regular intervals and whenever any

significant change in the market or the service
occurs. The flexibility to change the flaws in your
plan and to react to market conditions can make
or break your business.

Pramod M
12SJCCC378

CREATING A PUBLIC RELATIONS

PROGRAM

What is Public Relations..??

What does it include..??
Usage of an idea.
Rising opportunities.

PRICING

Price The term

A cumbersome task
Neither too high nor too low
Competition The deciding factor
Other influential factors

The main rationale behind pricing Covering

Costs.

Items to be considered for developing a pricing

strategy

Difficulties in developing a pricing strategy.

Flexibility in pricing.

ACTUAL LAUNCH OF THE SERVICE

Evaluate the readiness

Creating a timeline
Training the staff

/ employees

Continuous re-assessment
Change according to the changing demands.

A presentation by,
Shreesha Jairam

12SJCCC313

Benet Julian 12SJCCC326

Chandan Prabhu
Arjun M S
Pramod M

12SJCCC327

12SJCCC365
12SJCCC378

Thank You!!!