Question

(Mrketing in Healthcare)

For each of the following marketing strategies, pick a company in the health services business that has used the strategy and describe how they did so.

a. Diversification

b. Market development

c. Product development

Answer 1

APOLLO HEALTHCARE ORGANIZATION: Health care organization is one of the leading organizations in the country. The vast increase of healthcare units created lot of competition in the market. As there is huge demand and heavy competition for the healthcare Apollo increased provided standard quality service to the patients. Organization needs to develop the marketing strategies to grow as an organization.

Apollo is one of the Indian health care organization started by C. Pratap Reddy in the year in 1983 it’s a Chennai based company and its headquarter is located in Chennai ,Tamil Nadu. There is huge development in the organization with in less span of time its branches and business increased throughout the country.

Its world class facilities and new technologies are being introduced in the health industry. Received international healthcare accreditation for best healthcare in India by Joint commission international (JCI) and also received NABH (National Accreditation Board for Health) and healthcare providers.

a. APOLLO DIVERSIFICATION:

• Apollo hospitals are Asia's biggest and most trusted hospitals in the world. Its branches increased all over the country and received awards for its dedication and support in the health care units.
• Apollo hospitals enterprise (AHEL) is completely focusing to increasing its occupancy to get succeed in the organization. Its main aim is to get the most growth to the organization by various fields’ expansion business.
• Apollo almost started all kinds of diversification by introducing products and services pin the market. Its various research in product and service development increased its market value
• Its introduction to new services and new equipments installation made better service and expanded treatment for the dangerous diseases
• Always stood first in implementing and introducing new technologies in the healthcare industry
• Its products and services like Pharmacy, Telemedicine centers, Apollo Munich Insurance and medical institution started all over the country as a diversifies expansion in the healthcare organization

b. APOLLO MARKET DEVELOPMENT:

• Apollo as an integrated health care organization its market development is huge compared with other health care organizations
• The companies immense research and development centers increase the growth and started new branches almost every state in the country
• Its Global expansion in health care also one of the reason for the market development
• Its latest development and visionary thoughts increase the market demand in the country
• Its trust based service and use of latest technology brought high returns to the organization
• Its intention to bring the world class health care to urban and rural areas is one of the key point for the success
• Its support and struggle to get the health nation is one of the reason for the development
• Introducing various health care units and technologies are the main sources of market development of the hospital
• Started so many charitable centers to help the nation and reach health to every corner of the nation

c. APOLLO PRODUCT DEVELOPMENT:

• Apollo started with healthcare industry after becoming the pioneer in the industry it started developing its products
• Apollo started developing its products that are related to diabetic, protein products and healthcare are different products introduced in the country.
• There are so many branches developed in the field of diagnostics, Apollo clinics, Apollo sugar, Apollo dental and Apollo cradle etc to reach every part of the industry to develop its products.
• There are huge number of healthcare products available in the market by Apollo
• Its product research and development brought the organization a demand growth to the industry.
• As a result of efforts are the reason for the organization standing top position
• Its latest developed equipments of products and services brings the company on top position
• Its development is not restricted to only services by various products and new products development is the reasons for the huge growth of the organization.
• Apollo research team developed almost all the healthcare and home need products to help the nation

STRATEGIES:

1. The simple strategy followed by Apollo is to provide health to every corner of the nation
2. The main aim of the organization is to provide the quality healthcare service
3. As it expands every day its efficiency of better treating patients is also increased
4. The CEO dedication and team work made them a unique hospital
5. Its complete concentration in the development of products and bringing latest equipments are one of the main reasons
6. Its global thinking and expanding the services globally are the main source for the growth of the organization
7. The products are made cheaper and reach every person is the main strategy in products development