SERVICE MARKETING

Activity or benefit that one party can offer to

another that is essentially intangible and does
not result in the ownership of anything
 PEOPLE PROCESSING
Customers must physically enter the service
factory
They must enter the service factory, a physical
location where people or machines (or both)
create and deliver service benets to customers
 PEOPLE PROCESSING
service providers are willing to come to
customers, bringing the necessary tools of their
trade to create the desired benets at the
customers preferred location

Co-operate actively with service operation

Services directed at peoples bodies

EXAMPLES
 Who are the customers in a
hospital?

Patients
Referral Doctors
Suppliers
Employees

Who is the key customer in the

hospital?
What is patient satisfaction?
Patient Satisfaction is hospital
services and its perception by the
patient minus patient expectations

Patients are becoming better informed

Involve patients for making improvements

Patient satisfaction is not Static but Dynamic

 Patient Expectations
Good Medical Care Cleanliness

Good Nursing Care Good Coordination

Less Waiting Time Cooperation among the

Staff
Excellent Hospitality
Discipline
Personal Attention
Communication &
Information
Courteous Behavior
Transparency in charges
Affordable Charges and procedures
 Why customer
satisfaction?
Health care is generally becoming competitive

Providers must not only maintain high clinical

standards but also service that satisfies the
patients

To meet the dual challenge, providers must have

an understanding of what constitutes both
clinical excellence and customer satisfaction
 Healthcare organizations must learn to better
anticipate patient needs, understand the most
common reasons for complaints and establish
service excellence initiatives.
 Steps to create a better patient experience

Anticipate patient needs

The first step in your customer experience strategy is to

anticipate what your patients need and want from your facility

Make the best impression

The first impression a patient gets of your hospital makes a
big difference

Provide info quickly

Employees should be as quick and direct as possible when
delivering important information about patient care.
 Steps to create a better patient experience

Train Staff members

To be respectful and empathetic

Admit when something goes wrong

Another key element of delivering good customer
service is knowing when to apologize for any lapses
 Steps to create a better patient experience

Capture patient feedback in real time

Once youve collected the patient feedback data
compare the patients actual experience with your
organizations guiding principles

Establish a social media monitoring system

Customer expectations are higher than ever and word of
mouth travels fast
 CONCLUSION
Customers evaluate service quality by comparing
what they expect against what they perceive

Delivery of services occurs during interaction

between employees and customers

Heterogeneity in the performance of services