INTERNSHIP REPORT ON

“A Study on Marketing of the Health Check Packages and their Pricing in

Columbia Asia Hospital”

BY

MADHU KISHORE.N

(1NH14MBA64)

Submitted to

VISVESVARAYA TECNOLOGICAL UNIVERSITY, BELGAUM

In a partial fulfillment of the requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Mrs. Kerena Anand Mr. Faraz Ahmed

Senior Asst.Professor Senior marketing head

Department of MBA

NEW HORIZON COLLEGE OF ENGINEERING

Near Marathahalli, Outer Ring Road, Kadubeesanahalli, Bengaluru,

Karnataka 560 103

2014-2016

ACKNOWLEDGEMENT

I wish to place on record my deep sense of appreciation to all those who made this project

come into existence and guide me from the start to finish. I express my sincere gratitude to

the institution of New Horizon College of Engineering, Bangalore.

I would like to thank Dr. Manjunath, Principal of New Horizon College of Engineering,

Bangalore for giving me the opportunity to prove my caliber by submitting this project

report.

I am grateful to Dr. Sheelan Misra, Head of Department of Management Studies, New

Horizon College of Engineering, Bangalore for her support in the formatting and

completion of this project.

I am indebted to my guide Mrs. Kerena Anand for her support from the beginning till

completion of this study.

I extend my sincere gratitude to Mr.Faraz Ahmed, Senior marketing head, Columbia Asia

(white field), Bangalore for giving me the time and information needed for making this

assignment successful.

MADHU KISHORE.N

1NH14MBA64

TABLE OF CONTENT

Sl.No

Particulars

Page Nos.

1 INTRODUCTION 1-5

2 INDUSTRY AND COMPANY PROFILE 6-18

3 THEORETICAL BACKGROUND 19-27

4 ANALYSIS AND INTERPRETATION 28-61

5 FINDINGS, SUGGESTIONS AND

CONCLUSION

62-64

BIBLIOGRAPHY 65-66

ANNEXURE 67-70

LIST OF TABLES

Table No.

Particulars

Page Nos.

Table - 4.1(A) Age group of customer 28

Table - 4.1(B) Gender of customer 30

Table - 4.2 Reason for choosing Columbia Asia

Hospital

32

Table - 4.3 Frequency of visiting Columbia Asia 34

Table - 4.4 Service Availed in Columbia Asia 36

Table - 4.5 Sources of information 38

Table - 4.6 Value for money 40

Table - 4.7 Health check packages clearly describe by

the health check executive

42

Table - 4.8 Spontaneity of responses by the service

provider

44

Table - 4.9 Frequency of health check done 46

Table - 4.10 Hospital meets Customer expectation 48

Table - 4.11 What bases hospital helped in selecting the

health check packages

50

Table - 4.12 Whether the hospital enquired about past

health status

52

Table - 4.13 Pricing of Columbia Asia with their

Competitors

54

Table - 4.14 Satisfaction level of service provided by

Columbia Asia

56

Table - 4.15 Testing of hypothesis: 60

Table - 4.16 Chi –Square Test 61

LIST OF FIGURES AND CHARTS

Chart No.

Particulars

Page Nos.

Chart- 4.1(A) Age group of customer 29

Chart - 4.1(B) Gender of customer 31

Chart - 4.2 Reason for choosing Columbia Asia

Hospital

33

Chart - 4.3 Frequency of visiting Columbia Asia 35

Chart - 4.4 Service Availed in Columbia Asia 37

Chart - 4.5 Sources of information 39

Chart - 4.6 Value for money 41

Chart - 4.7 Health check packages clearly describe by

the health check executive

43

Chart - 4.8 Spontaneity of responses by the service

provider

45

Chart - 4.9 Frequency of health check done 47

Chart- 4.10 Hospital meets Customer expectation 49

Table - 4.11 What bases hospital helped in selecting the

health check packages

51

Chart - 4.12 Whether the hospital enquired about past

health status

53

Chart -4.13 Pricing of Columbia Asia with their

Competitors

55

Chart - 4.14 Satisfaction level of service provided by

Columbia Asia

57

EXECUTIVE SUMMARY:

These health check-up packages represent of a spread of check up to see and forestall the

incidence of single that indicate health problem and facilitate you with the simplest medical

treatments. There are varied preventive health care and health check-up programs introduced

by company chain which will be availed at reasonable costs. The motive to study the

marketing techniques of health check packages is to explore the components of the health

check packages, to find out how the hospital helps the customer to decide the health check

packages and to study the pricing policies of health check packages. The factors taken into

consideration for demographic data is age and gender and the influencing factors for the

organization could be the reason for choosing Columbia Asia , frequency of visiting ,service

availed , awareness ,value for money, etc. By taking these factors we have observed that it is

expensive and there is scope to develop various packages as well and concentrate more on

service provided and it is required to make a comparative study .Organization by considering

these factors should focus on improving media of advertisement, improve loyalty program,

diversified packages .where this can help in critical evaluation and to put forth various inputs

to the organization. When inculcated by the organization, could help in excel in this industry

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CHAPTER-1

INTRODUCTION

Introduction about the internship:

Internship project work has been done as a part of MBA academic curriculum of

VISVESVARAYA TECHNOLOGICAL UNIVERSITY (VTU). It is an learning situation

where students has the occasion to gain practical knowledge and initiative to bridge the gap

between knowledge and its application through a series of interventions that will enables us

to gain an exposure to the industry. To respect the norms of internship is necessary to fulfil

the practical requirement of MBA program of 10weeks of internship in related fields would

certainly boost up the performance of the students in the real situation in the world. This full

time management program and the faculty of management, VTU with four semesters

covering an international standard period of 2 year.

This study is to understand on marketing of the health check packages and their pricing in

Columbia Asia hospital. The main purpose of the internship is to get practical experience of

work. It helps to develop skills like leadership, commitment, problem solving, decision

making, good communication, research and evaluation skills etc.

The thinking and the imagination remain only to the extent of what is said in the class room.

It becomes very important that every student is given an opportunity totally their thinking and

imagination to the real situations and then make questions for themselves whether it is the

same in internship provides an clear answer to the various questions that arises by every

students to themselves. Thus internship plays a major role as a part of our education.

Topic:

“A study on marketing of the health check packages and their pricing in Columbia Asia

hospital”

Need for the study:

This study is to know whether the customer are satisfied or not, and to know what all are the

requirements It is important to conduct a study to know the type of package and pricing

system to be followed in the organisation. This will accelerate more profit as well. This study

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can in turn bring greater benefits to the organisation in initiating and effective health

packages there by leading to increase customer satisfaction level

OBJECTIVE OF THE STUDY

• To study the marketing techniques of health check packages.

• To explore the components of the health check packages.

• To find out how the hospital helps the customer to decide the health check packages.

• To study the pricing policies of health check packages.

SCOPE OF THE STUDY

The scope is limited to health care sector in specific to Columbia Asia (White field Branch).

This study tries to identify the marketing strategy used in marketing of health check

packages. Were the due consideration given in emphasizing the customer to make use of

health check packages ,by using pricing strategy to attract them and increase the satisfaction

level of the customer.

STATEMENT OF PROBLEM

The study is conducted to analyse the marketing of health check packages and their pricing at

Columbia Asia. It is conducted to know the type of package and pricing system followed by

the organisation and its impact with respect to increase in the customer satisfaction levels

there by providing stability in the competitive market followed by:

Finding the effectiveness of the existing health check packages which are used to

attract & retain the customer to the organization and

To evaluate with the set parameters - how beneficial is these packages to the customer

and to further improve the level of satisfaction of the customers towards the

organization.

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RESEARCH METHODOLOGY

DATA COLLECTION

1) Primary data.

a) Questionnaire administered to customer

b) Interview with hospital Personnel

2) Secondary data.

a) Company website

b) News letter

c) Journals

d) Management text books

SAMPLING METHOD:

The responses are selected on the basis of simple random sample method.

Sample size:

The size of sample is 120 respondents.

Tools:

Excel

Chi-Square

REVIEW OF LITERATURE

D.R. Singh and D.D Sharma (1994) in their articles “Marketing of health care service –Risk-

taking formation and managing of treatment homes in Jalandhar” best part that management

of health service want development thus on bring it to for work identical track through

innovative inspiration

Kotler and Clarke within their books “marketing for health care organization “conversed the

method and income that to be implemented for integrating promoting in the health care

administrations. They advocate that PR and designing perform.

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Keith (1981) in his article “marketing health care: what's recent literature impressive us

“supported the role of provide –request chain in making hospital to implement helping

methods to serve their public.

GM .Naidu in their articles the study indicated important proof for final the efficiency of

promoting in the health care trade. The inferential analysis of the study reinforced the

desirability of hospital changing into additional selling orientated. These hospitals had

additional entrance fee per bed, higher internet incomes restrictions, lower pay to income

quantitative relation & a better come back on impartiality.

Richard K .Thomas and Louis G .Pol (1993) within their articles emphasised that

contribution of health human ecology in the advancements of the formal of selling of

promoting in health care and reducing obstacles that have unintelligent that expansion of

mature advertising functions among the health care trade. they says that health Care trade

should advance suggests that for measure “Quality” and estimating the efficiency of product,

evaluation advertising and spreading selections .They instructed that health care marketers

should embrace the new field of health human ecology if they expects to stay their

organisations economical.

S.L.Goel (1994) in his study “marketing of health service –hospitals in north India” best part

that hospitals are insulant social control skills and are inadequate to induce better of resources

accessible. The study concludes that hospitals should aim at growing their economical

differentiations their service excellence and tier efficiency through advertising coordination.

Rajiv Kumar Jain (2000) mentioned enlargement and carrying out of the methods service

vision on a dynamics basis for the company hospitals. He complete that within the free up

reasonable setting hospital have to be obligated to evolve and instrument a strategic vision

not only to continue however to grow and supply benefit.

Ambuj Bhardwaj, D.K Sharma, R.K Sharma and P.C Chaubey (2001) conducted an

investigative analysis to realize an in-depth accepting of health acre client expectations and

their perceptions of service quality. They complete that health care suppliers should closely

monitor the distribution if care and client wants at the same time having the ability to retain a

superiority among a progressively} competitive market by developing a more happy

consumer base.

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LIMITATIONS OF THE STUDY

• Availability of time is only two months hence detailed analysis of study may not be

possible.

• Customer responses might be biased.

• The study is restricted to only Columbia Asia hospital in White field.

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CHAPTER-2

INDUSTRY AND COMPANY PROFILE

INDUSTRY PROFILE: The health care trade (also known as the health business or health economy) is associate

combination and amalgamation of portions among the financial system that gives product and

services to treat patients with curative, precautionary, rehabilitative, and comforting care. It

contains the group and commercialization of products and services loaning themselves to

maintaining and re-establishing health. The fashionable health care business is split into

several sectors and be contingent on knowledge base groups of trained specialists and

paraprofessionals to satisfy health wants of people and populations

The health care trade is one amongst the world’s largest and fastest-growing businesses

overwhelming over ten % of gross domestic product (GDP) of most developed countries,

health carefulness will kind associate immense a part of a country's economy

Medicinal services has completed up one of India's significant areas - both as far as salary

and occupation Healthcare contains clinics, medical procedures, clinical trials,

subcontracting, telemedicine, medical tourism, health assurance and medical tools. The

Indian healthcare sector is increasing at a sharp pace due to its firming up treatment, services

and accumulative outflow by government as well reserved players.

Indian healthcare distribution structure is characterized into two major modules - public and

private. The Supervision, i.e. municipal healthcare system includes restricted subordinate and

tertiary care organisations in key cities and attentions on as long as basic healthcare facilities

in the form of major healthcare canters in rural areas. The private sector delivers majority of

secondary, tertiary and quaternary care organizations with a main attention in metros, tier 1

and tier 2 metropolises.

India's expensive benefit lies in its great pool of well-trained medical specialists. India is also

cost economical compared to its upper class in Asia and Western nations. The cost of

operation in India is around one-tenth of that in the US or Western Europe.

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Healthcare segment growing trend

By 2017, the healthcare business size is estimated to touch US$ 160 billion.

Market division by revenue:

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Shares in healthcare spending in India, 2015

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COMPANY PROFILE

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Columbia Asia is a worldwide social insurance bunch working a chain of cutting edge

doctor's facilities crosswise over Asia. Columbia Asia Hospitals Pvt. Ltd. is one of the

primary human services organizations to arrive India over 100% remote direct ventures (FDI)

course. The Columbia Asia Gathering is possessed by more than 150 private value

organizations, store administration associations and individual financial specialist.

Columbia Asia Healing facility – Whitefield, Bangalore, a multi-claim to fame doctor's

facility is currently open. Columbia Asia, a global social insurance bunch conveys to

Whitefield its whole bundle of administrations, exceptionally qualified specialists rehearsing

universally benchmarked standard conventions, fabulous nursing administrations in

extremely current surroundings with friendliness a key part of administration conveyance.

The Hospital with a developed territory of more than two hundred thousand sq. ft. with 153

beds to take into account the necessities of group.

The Columbia Asia "model healing centres" are the consequence of a 13-year advancement

exertion that consolidates 'best class of consideration' with 'best innovation' rehearses, all

under one rooftop consequently separating itself from whatever is left of the doctor's

facilities.

Columbia Asia healing facilities are perfect, effective, reasonable and open. The advanced

plan of the hospitals, since their sensible size to their inventive technology, is focused on

making positive involvement for patients.

Columbia Asia in India initiated operations in 2005 in Hebbel – Bangalore and at present

Columbia Asia works eleven offices. The gathering has vicinity in Pune, Gurgaon

Ahmedabad, Bangalore, Mysore, Kolkata, , Ghaziabad, Patiala and

VISION:

“TO BUILD THE BEST MANAGED HEALTH CARE ORGANSIZATION IN ASIA”

MISSION:

“COLUMBIA ASIA IS PLEDGED TO DELIVER EFFECTIVE AND MODERATE

MEDICAL SERVICES IN CLEAN AND MINDING ENVIRONMENT”

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OUR MOTTO:

“CUSTOMER FIRST”

OUR PEOPLE:

We hire the best talent from medicinal services and other industries, invest in training the

employees and have numerous rewards and recognitions for them.

INFRASTRUCTURE:

Columbia Asia today serves more than one million patients reliably. Our mending focuses

offer far reaching clinical projects that are upheld by a rundown of subordinate

administrations (ICU, NICU, physiotherapy, referral lab, tele radiology /telemedicine, drug

store and imaging offices).

A complete electronic medicinal records framework shapes the center of the doctor's facility

data framework (HIS) that backings clinical choice making. While four of our healing centers

are as of now licensed by NABH, the rest are under procedure. We take into account social

insurance needs of universal patients from created and creating nations.

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SERVICES AND FACILITIES:

Round-the-clock Emergency services

Round-the-clock Laboratory Services

Round-the-clock Radiology Services

Round-the-clock Pharmacy

24-Hour MRI & CT Services

6 Major Operating Rooms

153 bedded Inpatient Facility

Ambulance Services

Cath Lab

Dedicated Labor and Delivery Suite

Dialysis Center

Endoscopy Suite

Integrated Clinics

Intensive Care Unit (ICU)

Pediatric Intensive Care Unit (PICU)

Level 3 Neonatal Intensive Care Unit (NICU)

In-house Columbia café

Diet and dietetics

Casualty Specialist Clinics

Physical therapy

Precautionary Health Screening

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SPECIALITIES

Anesthesiology

Bariatric Surgery

Cardiology

Interventional Cardiology

Non- Interventional

Pediatric

Cardiothoracic and Vascular Surgery

Critical Care Medicine

Dermatology and Cosmetology

Emergency Medicine

Endocrinology

ENT

Endoscopic Surgery

Bone Anchored Hearing Aid (BAHA)

Gastroenterology

General Surgery

Minimally Invasive (Laparoscopy) Surgery

Infectious Diseases

Internal Medicine

Medical Oncology & Clinical Hematology

Neonatology

Nephrology and Renal Transplant

Neurology

Neurosurgery

Nutrition & Dietetics

Obstetrics and Gynecology

High Risk Pregnancy

Advanced Laparoscopic Surgery

Ophthalmology

Orthopedics Surgery

Joint Replacements (Knee/Hip)

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Supports medicine &Arthroscopy

Shoulder Surgery

Pediatric Orthopedics

Pain Management

Pediatric Gastroenterology

Pediatric Surgery

Pediatrics

Plastic & Reconstructive Surgery

Hand Surgery

Psychiatry

Pulmonology

Reproductive Medicine & IVF

Rheumatology

Surgical Gastroenterology

Surgical Oncology

Urology

Vascular and Endovascular Surgery

Wound Care

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COMPETITORS ANALYSIS:

Manipal hospital:

It as special identification in the overall health care industry in India. Were it is the third

largest health group with 15 hospitals and 3 clinics. With all modern amenities.

In Manipal (old airport road) it has 630 beds and OTs 15. With average business of 85crs per

year.

It as venture with pantaloons retail for inclusive retail health care foray.

Apollo Hospital:

Apollo hospital has developed because the single largest non-public cluster in south Asia .it

activates hospitals, health center, test center.

It has 41 specialty hospitals with 9000 beds, 1500 pharmacies, 15 telemedicine, 15 academic

institutions and research centers across the global.

Fortis health care ltd:

This is the corporate based through the sponsors of the Indian drug major, Ranbaxy

laboratories, in progress in 2001. It has been located in Bangalore, Chennai, Mumbai etc. it

has 76 hospital and 191 clinics and 230 diagnostic centers across the global.

It as venture with property player DLF to line up hospitals across the nation.

Cloud nine:

Gives an insightful scope of end to end administration than range from predisposition through

maternity and pediatrics.

In cloud nine (old airport road) it as 48beds and 3OTs with the average business of 4crs per

year. The hospital as world class facilities which are fulfilled the standards of health care

industry.

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Narayana Hrudayalaya multispecialty hospital:

It was one of the premium health care hospitals in Whitefield. It as a special identification

through cardiology, Neurosurgery and Gynecology and pediatrics. It has 152 beds and 5OTs

with the average business of 2.3Crs per year.

Yashomati Hospital:

Yashomati Hospitals is an advanced multi-claim to fame social insurance supplier, situated in

the silicon valley of India – Bangalore. Having begun its operations in September 2010, the

240 bed healing facility has more than 30 claim to fame focuses offering best in class

analytic, restorative and serious consideration offices in a one-stop therapeutic focus situated

close Kundanahalli Gate in Marathahalli. With the average business of 1.5 Crs per year.

Sakra:

The SAKRA World Hospital is resolved to cutting edge restorative consideration through

imaginative and productive administrations, making a domain of proceeded with quality

change and mastery of the best doctors. Sakra World Hospital (A unit of Takshasila Hospitals

Operating Private Limited) is a joint endeavour organization between Kirloskar Group,

Toyota Tsusho and Secom Hospitals. It is India's first MNC clinic focused on the propelled

medicinal consideration that improves the estimation of human life. It has 350Beds and

12OTs with and an average business of 14crs per year.

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SWOT ANALYSIS:

STRENGTH

NABH accredited

Excellent infrastructure facility.

Usage of most recent innovation.

Highly dedicated and responsive

management team.

High reputation

OPPORTUNITIES

Change in population profile.

A business sector emptied by the

contenders.

Competitors vulnerability

Availability of corner market

WEAKNESS

Absence of skilled staff in certain

critical areas

Crevices in capabilities and service

areas

THREATS

Risk from competitors.

Political Factors.

Loss of highly skilled staff and strength.

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FUTURE GROWTH AND PROSPECTS:

Columbia Asia is planning to launch new three more hospital in India.

The three places to set up new hospitals are Bangalore, Ahmedabad, and Chandigarh.

They are planning to make more than 300 beds capacity hospital with all the modern

technology.

They are focusing to target Indian market and make their business and no.1 in Indian

with providing best treatment with fewer prices.

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CHAPTER -3

THEORETICAL BACKGROUND OF THE STUDY

WHAT IS MARKETING?

Dr Philip Kotler describes marketing as “the science and art of exploring, generating, and

providing price to fulfil the wants of a target market at a profit. Selling categorizes

unsuccessful desires and needs. It defines measures and the dimensions of the known market

and also the profit potential”.

THE SEVEN P’S COMPONENTS OF THE HEALTH CARE

MARKETING

The marketing combine definition is straightforward. It’s regarding swing the correct product

or a mix therefrom within the place, at the correct time, and at the correct value. The tough

half is doing this well, as you would like to understand each side of your business set up.

PRODUCT

The product mix in clinics in terms of its length contains of three merchandise lines – patient

services, vehicle services, and Health advertising. Each line will have assured dimension –

the patient facilities embrace medical/ operating, Paediatric, medication and viscus medical

care and each product item will have certain depth

PRICING

Pricing is that the supreme frequently accustomed define the particular trust created by a

corporation. In hospital costs pass numerous names. Evaluation in hospital services is mostly

done by trust in sight the value of running the hospital, the expenses, wages of the physicians,

nurses and body employees, value of organization, bed use, excellence of facility etc.

PLACE

Hospitals should be simply available to the patients and be sufficiently protected against

contamination. Each hospital ought to attempt to build services offered and available to its

board shoppers. Whereas distributing health care accessibility with physicians, hospital

directors, donors, government, insurance corporations, employers is required.

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PROMOTIONAL ACTIVITIES

The 5 tools of the selling combine – service, price, place, advertising, and other people

square measure communication tools. Messages square measure carried to the market by the

service’s styling and options, its giving worth and also the places and times through

promotion operate. The promotional tools square measure various and varied. These tools

make up four teams - Advertising, sales promotion, personal marketing, and publicity.

PEOPLE

The individuals in a very hospital include doctors, nurses, paramedical employees, supporting

employees and front workplace executives. Columbia Asia manages employees, by

developing and enhancing a scientific service culture.

PHYSICAL EVIDENCE

The physical proof essentially wraps the service Associate in Nursing conveys an external

image what's within to customers. The physical proof of Columbia Asia includes admission

workplace, signs, patient care space, medical instrumentality, hospital room, building

exterior, worker uniforms, reports and stationary, request statements, web site etc.

PROCESS

Process is an important component within the invention and distribution of service. Since the

indivisible nature of services doesn't enable some variations within the invention and

distribution of a service, method converts associate degree wide ‘P’ for service marketers.

The Columbia Asia has simplified the procedure for admission for treatment. It’s taken all

measures to increase medical treatment in single premises that has created simple

accessibility to any or all patients to avail the services of assorted specialised doctors.

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PESTIL ANALYSIS

POLITICAL FACTORS

Political factors embrace Fiscal policy, external trade rules, political constancy, labour laws,

environmental laws, etc. Administrations have to be compelled to modify their promoting

rule with present and expected upcoming legislation.

In the care sector, political focus and compression on health care will result in reductions that

could be harm to the business.

ECONOMIC FACTORS

Economic factors embrace financial process, increase, money rate of exchange, interest rates,

etc. Financial factors will be of macro-economic and micro-economic factors.

Macro-economic factors handle the demand in economy, i.e. government’s rate of interest,

budget –expenditure, tax policies.

Micro-economic factors are concerning public expenses. These factors are of people’s

financial gain and spending. Small economic factors influence additional on B2C

administrations.

General, economic factors impacts on organization’s corporate and income.

In the care subdivision, a rise in shopping for teams can lead the organization to ought to

introduce price value-added processes

SOCIAL FACTORS

Social factors take into thought attributes like demographic population, financial gain

dissemination, modus vivendi changes, public quality, perspective towards leisure and

payment, etc. These factors directly have an effect on the shelves of product. Social analysis

helps in understanding the client read and what efforts them.

In the care subdivision, a rise in client alertness will raise opportunities for worth clearness

that successively puts compression on client service.

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TECHNOLOGICAL FACTORS

Technological factors will take away the obstacles to enter into a market. It helps to bring

new inventions like corporate method automation. For instance, one will notice inventive

ways in that to production so as to realize economies of scale and fewer work time which

straight affects the price and presentation. Additionally, knowledge will facilitate uniform

info distribution.

In the care sector, new technologies in public media can urge the administrations to make

new e-Models.

LEGAL FACTORS

Legal factors embody company laws, labour laws, remuneration laws, consumer’s rights and

laws etc. it's vital that corporations perceive what to try to and what to not do for victorious

trade. If a corporation trades globally, then this can be an awfully important space to require

care, as every country has its own set of legal rules and laws.

In the care sector, if there's increase in judicial proceeding, then the organization’s quality

becomes key

ENVIRONMENTAL FACTORS

Environmental factors became a very difficult problem as a result of several restrictions and

insufficiency. These factors embody environmental problems like rate of carbon discharge,

temperature change, habits, diseases, and decrease in stuff, pollution targets, and client

demand for ethically supplied product and from property source.

In the care sector, setting programs and public awareness can create the organizations to look

on behalf of eco-friendly choices to promote.

It is necessary to note that four out of the six paradigms in PESTEL analysis significantly

betting on the sort of business. For instance, shopper organizations are keener towards social

factors, whereas political factors play a significant role in defence business.

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TYPES OF HEALTH CARE MARKETING

RELATIONSHIP PROMOTING

Depending on the sort of health care supplier, a possible health care client are often a

shopper, another business, Associate in Nursing protection firm, a hospital or a mixture of 2

or additional client sorts. Consistent with the CBS Interactive Business Network, completely

dissimilar client sorts have their personal sets of requirements, wants and opportunities from

a health care supplier. To be effective, the promoting message and method has to meet the

shoppers wherever they are at. Relationship promoting emphasizes progressing to recognize

the client on a private level and making channels of message that the client impressions snug

enough to use. By beginning a relationship with customers, health care suppliers will higher

object their promoting communication to the kinds of shoppers they are helping.

DATA-DRIVEN PROMOTING

Health care services square measure a heavily controlled trade wherever measures,

knowledge following and performance investigation square measure intrinsically needs for

meeting restrictive morals. This mass of knowledge delivers evidence-based proof of a health

care provider's service results and success rates. Data-driven promoting methods incorporate

on the market evidence-based info relating to the supplier's services into the promoting

communication, consistent with the enterpriser business store website. Within the method,

customers will see however a selected provider's giving can profit him. An observational

promoting message additionally allows customers to match a selected provider's success and

conclusion charges with different competitor service suppliers. In effect, data-driven

promoting helps health care organizations interconnect helpful info to the patron among their

promoting communication.

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TECHNOLOGY-BASED PROMOTING

In accumulation to observational methods, technology-driven promoting includes the

message networks created doable concluded the net. Ancient promoting communications

connect service or product edges up front. Since the health care trade centres about

uncomfortable problems relating to illness and medical want, an on the spot communication

approach will have a harmful impact in terms of interesting new business, consistent with

enterpriser. Net promoting approaches change health care administrations and suppliers to

figure around tight promoting communications by creating themselves directly available to

the patron. Customers will build contact with a provider's promoting message through on-line

academic videos and position sites and have direct communications with suppliers through

blogs and electronic mail.

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WHAT IS PRICING.

Pricing is that the method whereby a business sets the value at that it'll sell its product and

services, and will be a part of the business's promoting set up.

According to Philip Kotler “price is that the quantity of cash charged for a product service.

“Broadly, value is that the total quantity that being exchange by the client to get an advantage

of the product or service owning.

TYPES OF PRICING

PREMIUM PRICING

It’s a kind of valuation that involves establishing a value above your competitors to realize a

premium positioning. You’ll be able to use this type of valuation once your merchandise or

service offerings some distinctive options or core benefits, or once the corporate incorporates

a distinctive inexpensive advantage equalled to its rivals.

PENETRATION PRICING

This kind of valuation is meant to apprehension market share by coming into the market with

a coffee worth as compared to the opposition. The penetration valuation strategy is employed

so as to draw in additional clients and to form the customer adjustment from current brands

prevailing within the market. The most target cluster is worth sensitive clients. Once a market

share is apprehended, the costs square measure magnified by the corporate. However, this can

be a searching strategy to use because the market may be speared by one more new entrant.

Or the margins square measure thus low that the corporate doesn't survive. And at last, this

strategy ne'er creates long run complete trustworthiness within the mind of shoppers. This

policy is employed chiefly to extend complete attentiveness and begin with a little market

portion.

ECONOMY PRICING

This kind of valuation takes a really low price method. Simply the blank lowest to stay costs

low and attract a particular section of the market that's extremely worth thoughtful.

26 | P a g e

SKIMMING PRICING

Skimming pricing is employed by firms that be necessary a big competitive benefit and

which may increase most revenue benefit before alternative opponents begin giving similar

product or alternates.

PSYCHOLOGICAL PRICING

May be there a form of valuation which may be converted into a little motivation which will

build a large impact mentally on consumers. Neutral strategy focuses on protection the costs

at an equivalent level for all four stages of the merchandise life rotation. However, with this

kind of strategy, there's no chance to form higher profits and at an equivalent time it doesn’t

leave increasing the marketplace share. Also, once the merchandise declines in incomings,

keeping an equivalent worth affects the margins there by inflicting an early dying. This

valuation is employed terribly seldom.

CAPTIVE PRODUCT PRICING

May be a form of valuation that focuses on captive product related the core product.

BUNDLING PRICING

Once 2 completely different product square measure combined along, and that they square

measure offered as a deal, then we have a tendency to get to expertise the bundling form of

valuation 1st hand.

PROMOTIONAL PRICING

Strategy is simply like Bundling worth. But here, the product square measures bundled thus

on build the client use the bundled product for the primary time. This kind of valuation

focuses on shopping for one, and obtaining a replacement form of product at no cost.

Promotional valuation can even function the simplest way to manoeuvre recent stock in

addition on increase complete awareness.

27 | P a g e

GEOGRAPHICAL PRICING

Involves differences of costs reckoning happening the situation wherever the merchandise &

repair is being sold-out and is usually subjective by the changes within the exchanges in

addition as increase.

ADVANTAGES AND DISADVANTAGES

ADVANTAGES

The market offers creators Associate in nursing motivation to provide product that

customers need.

The market provides a motivation to amass helpful abilities.

The worth system inspires creators and customers to preserve scarce resources.

Opposition pushes businesses to be effective: keeping prices down and creation high.

The market system includes a high degree of financial freedom.

DISADVANTAGES

A personal free enterprise is also quite unbalanced (unemployment, inflation, growth)

Business could merely satisfy the requirements they need created through promotion.

Costs could provide false or insufficient signals to creators and customers

Markets simply don't add some zones (public product, such as nationwide defines).

Non-competitive businesses could prohibit production and go up costs.

Market economies tend to provide a skew supply of financial gain (large gap between

the wealthy &therefore the poor).

28 | P a g e

CHAPTER-4

ANALYSIS AND INTERPRETATION OF THE DATA

Table: 4.1(A): Table showing the age group of customer.

SL.NO

OPINION

RESPONDENTS

PERCENTAGE

1)

15 to 20yrs

8

6.67%

2)

21 to 30yrs

23

19.17%

3)

31 to 40yrs

46

38.33%

4)

41 and Above

43

35.83%

Total

120

100%

Source: Questionnaire

ANALYSIS:

The above table shows that 6.67% of customers are aged less than 15 to 20yrs, 19.17% under

21 to 30yrs, 38.33% under 31 to 40yrs and 35.83% are under 41 and above.

29 | P a g e

Chart: 4.1(A): Chart showing the age group of customer.

Source: Table: 4.1(A)

INTERPRETATION:

The majority of the customer belongs to the age group of 31 to 41 year and above. The lesser

the age the possibility of falling sick is potentially less. As the person grows older there is

high possibility of falling sick or acquiring diseases. Hence a person with higher age prefers

to buy health check packages rather than younger person.

6.67%

19.17%

38.33%

35.83%

Age group of customer

1)      15 to 20yrs

2)      31 to 30yrs

3)      31 to 40yrs

4)      41 and Above

30 | P a g e

Table: 4.1(B): Table showing the gender of customers.

Source: Questionnaire

ANALYSIS:

The above table show that 65% of the customers are male and 35% of the customers are

female.

SL.NO

OPINION

RESPONDENTS

PERCENTAGE

1)

Male

78

65%

2)

Female

42

35%

Total

120

100%

31 | P a g e

Chart: 4.1(B): Chart Showing the gender of customers.

Source: Table: 4.1(B)

INTERPRETATION:

This indicates that there is greater awareness of health packages among Male. Hence this

requires creating more awareness among Female potential customer.

65%

35%

Gender

1)      Male

2)      Female

32 | P a g e

Table: 4.2: Table showing reason for choosing Columbia Asia hospital.

Source: Questionnaire

ANALYSIS:

The above table shows that 11.6% of the responses for choosing Columbia Asia is

infrastructure,22.5% for Proximity , 25.90% for Doctors and 40% for All the above.

SL.NO

OPINION

RESPONDENTS

PERCENTAGE

1)

Infrastructure

14

11.6%

2)

Proximity

27

22.5%

3)

Doctors

31

25.90%

4)

All The Above

48

40%

Total

120

100%

33 | P a g e

Chart: 4.2: Chart showing reason for choosing Columbia Asia hospital

Source: Table: 4.2

INTERPRETATION

Through this study we can interpret that 40% of the customer choose Columbia Asia hospital

for the infrastructure, proximity and doctor’s experience and expertise. Hence the

combination of these factors has lead as customer to choose Columbia Asia

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

1)Infrastructure

2)      Proximity 3)      Doctors 4)      All TheAbove

11.60%

22.50% 25.90%

40%

Reason for choosing Columbia Asia

34 | P a g e

Table: 4.3: Table showing the frequency of visiting Columbia Asia

SL.NO

OPINION

RESPONDENTS

PERCENTAGE

1)

YES

72

60%

2)

NO

48

40%

Total

120

100%

Source: Questionnaire

ANALYSIS:

The Above table shows that 60% are visiting for the first time and 40% are the existing

customers.

35 | P a g e

Chart: 4.3: Chart showing the frequency of visiting Columbia Asia

Source: Table: 4.3

INTERPRETATION

The frequency of visiting Columbia Asia is just the above average .This shows the

organisation has to focus on retaining the existing customer than focusing on new customer.

60%

40%

Frequency of visiting columbia Asia

1)YES

2)NO

36 | P a g e

Table: 4.4: Table showing services availed in Columbia Asia.

Source: Questionnaire

ANALYSIS

The above table shows that 85% of the customers are taking services on health check and

15% of the customers are out patients. There are no inpatients.

SL.NO

OPINION

RESPONDENTS

PERCENTAGE

1)

Inpatients

0

0%

2)

Out patients

18

15%

3)

Health Check

102

85%

Total

120

100%

37 | P a g e

Chart: 4.4: Chart showing service availed in Columbia Asia.

Source: Table: 4.4

INTERPRETATION

From the above we can understand that the management has to provide the health check

packages among inpatients as well as outpatients because the percentage is 15 % when

compare to individual owned packages which is 85%

0%

15%

85%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

1)      Inpatients 2)      Out patients 3)      Health Check

Service availed in Columbia Asia

Series1

38 | P a g e

Table: 4.5: Table showing the sources of information

Source: Questionnaire

ANALYSIS

The above table shows that 18.3% of the customers are aware about the hospital through

advertisement, 29.20% of the customer comes through company referral, and 33.30% through

friends and 19.20% of the customer comes through referrals of family physician.

SL.NO

OPINION

RESPONDENTS

PERCENTAGE

1)

Advertisement

22

18.3%

2)

Through Company

35

29.20%

3)

Through Friends

40

33.30%

4)

Through Family

Physician

23

19.20%

Total

120

100%

39 | P a g e

Chart: 4.5: Chart showing the sources of information

Source: Table: 4.5

INTERPRETATION

The percentage of outdoor advertisement is less when compared to in house promotions

which is through company, friends, family physician which represents 81.7%, whereas

advertising is just 18%

18.30%

29.20%

33.30%

19.20%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

1)Advertisement

2)      ThroughCompany

3)      ThroughFriends

4)      ThroughFamily Physician

Sources of information

40 | P a g e

Table: 4.6: Table showing whether the health check packages are value for money

Source: Questionnaire

ANALYSIS

The above table shows that 67.5% of customer’s responses are positive that the health

check packages are value for money, but 32.5% of them responded as No

SL.NO

OPINION

RESPONDENTS

PERCENTAGE

1)

YES

81

67.5%

2)

NO

39

32.5%

Total

120

100%

41 | P a g e

Chart: 4.6: Chart showing whether the health check packages are value for money

Source: Table: 4.6

INTERPRETATION

From the above table we can understand that 67.50% feel satisfied for the money paid,

whereas 33% feel there should be more features to be added for the health check packages to

create more value for money

67.50%

32.50%

Value for money

1)      YES

2)      NO

42 | P a g e

Table: 4.7: Table showing whether the health check packages are clearly described by

the health check executive

Source: Questionnaire

ANALYSIS

The above table shows that 70% of the customers are happy that the health check coordinator

are explaining the components of the health check ,but 30% of the customers say that there is

no proper explanation

SL.NO

OPINION

RESPONDENTS

PERCENTAGE

1)

YES

84

70%

2) NO

36

30%

Total

120

100%

43 | P a g e

Chart: 4.7: Chart showing whether the health check packages are clearly described by

the health check executive

Source: Table: 4.7

INTERPRETATION

From the above graph we can interpret that 70% of the customer feels that the health check

executive clearly describes the components of the health check. Whereas it requires

management to focus on the rest 30% to train and educate more on components on health

check packages so they can perform their job better and satisfy the customers

70%

30%

Clearly described by the health check executive

1)      YES

2)      NO

44 | P a g e

Table: 4.8: Table showing spontaneity of responses by the service provider.

SL.NO

OPINION

RESPONDENT

PERCENTAGE

1)

Very Good

28

23.3%

2)

Good

42

35%

3)

Average

44

36.7%

4)

Poor

6

5%

Total

120

100%

Source: Questionnaire

ANALYSIS

The above table shows that 23.33% of the customers feel very good about the spontaneity of

responses by the service provider, 35% of customers say its good, and 36.7% says it’s on

average basis and 5% customers are not satisfied and it needs to be improved.

45 | P a g e

Chart: 4.8: Chart showing spontaneity of responses by the service provider.

Source: Table: 4.8

INTERPRETATION

From the above analysis we can interpret that majority of respondents are accepting that the

spontaneity of responses by the service provider is average and it needs to be improved to

reach to the level of being excellent.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

1)      Very Good 2)      Good 3)      Average 4)      Poor

23.30%

35% 36.70%

5%

Spontaneity of responses by the service provider

46 | P a g e

Table: 4.9: Table showing how frequently the health check is done.

SL.NO

OPINION

RESPONDENT

PERCENTAGE

1)

6 months

33

27.5%

2)

Yearly Once

87

72.5%

Total

120

100%

Source: Questionnaire

ANALYSIS

The above table shows that 27.5% of the customers opt for 6 months and 72.5% of the

responses are given that they will opt once in a year.

47 | P a g e

Chart: 4.9: Chart showing how frequently the health check is done.

Source: Table: 4.9

INTERPRETATION

From the above graph we can interpret that majority of the customers frequently get their

health check once in a year. Hence the management requires introducing more packages on a

short term basis like 3 months, 6months, and 9 months and above

27.50%

72.50%

How frequently the health check is done.

1)      6 months

2)      Yearly Once

48 | P a g e

Table: 4.10: Table showing whether the hospital meets customer expectations.

Source: Questionnaire

ANALYSIS

The above table shows that 56.7% of the responses are yes and 43.3% of the responses are

No.

SL.NO

OPINION

RESPONDENT

PERCENTAGE

1)

Yes

68

56.7%

2)

No

52

43.3%

Total

120

100%

49 | P a g e

Chart: 4.10: Chart Showing whether the hospital meets customer expectations.

Source: Table: 4.10

INTERPRETATION

From the above graph we can interpret that the majority of the customers feel that the hospital

meet their expectations whereas 43.30% of the customers are not satisfied. Hence the

organisation has to meet customer expectation on various aspects such as infrastructure,

service, price etc.

56.70%

43.30%

Hospital meets customer exceptation

1)      Yes

2)      No

50 | P a g e

Table: 4.11: Table showing the bases, the hospital helped the customer in selecting the

health check packages

SL.NO

OPINION

RESPONDENTS

PERCENTAGE

1)

Age

26 21.66%

2)

Gender

17 14.16%

3)

Past diseases

Symptoms

39 32.55%

4)

General

38 31.66%

Total

120 100%

Source: Questionnaire

ANALYSIS

The above table shows that 21.66% are selected through age, 14.16% of them through

gender, 32.55% of them through past diseases symptoms and 31.66% through general

aspects.

51 | P a g e

Chart: 4.11: Chart showing the bases, the hospital helped the customer in selecting the

health check packages

Source: Table: 4.11

INTERPRETATION

The above graph interprets that majority of the customer feel that the hospital helped them in

selecting the health check packages on their past diseases symptoms. Hence it should also

focus on other general aspects.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

1)      Age 2)      Gender 3)      Pastdiseases

Symptoms

4)      General

21.66%

14.16%

32.55% 31.66%

on what bases the health check packages were selected

Series1

52 | P a g e

Table: 4.12: Table showing that whether the hospital is enquiring about past health

status

SL.NO

OPINION

RESPONDENTS

PERCENTAGE

1)

Yes

64

53.3%

2)

No

56

46.7%

Total

120

100%

Source: Questionnaire

ANALYSIS

The above table shows that 53.3% were enquired about past health status. The rest were not.

53 | P a g e

Chart: 4.12: Chart showing that whether the hospital is enquiring about past health

status

Source: Table: 4.12

INTERPRETATION

From the above graph we can interpret that majority of respondents enquired about past

health status. Whereas 46.70% customer past health data was not enquired by the

organisation which reveals that the health packages provided may not be appropriate for

customer segments.

53.30%

46.70%

Enquired about past health status

1)      Yes

2)      No

54 | P a g e

Table: 4.13: Table showing the pricing of Columbia Asia with Competitors.

Source: Questionnaire

ANALYSIS

The above table shows that 26.6% of the respondents says that services more expensive than

the others , 35.90% of the responses revels that it is little expensive than the others , 25% of

the respondents says that the prices are same as others and 12.5% of the responses revels that

it little cheaper than the others.

SL.NO

OPINION

RESPONDENTS

PERCENTAGE

1)

A lot expensive than the

others

32

26.6%

2)

A little expenses than

the others

43

35.90%

3)

Same as Others

30

25%

4)

A little cheaper than the

others

15

12.5%

5)

A lot cheaper than the

others

0

0%

Total

120

100%

55 | P a g e

Chart: 4.13: Chart Showing the pricing of Columbia Asia with Competitors.

Source: Table: 4.13

INTERPRETATION

From the above graph we can interpret that majority of the customers feel that the prices of

Columbia Asia is little bit expensive than their competitors. Hence the company should focus

on cost management and provide service which is feasible for all the level of people in the

society

26.60%

35.90%

25%

12.50%

0% 0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

1)      A lotexpensive than the

others

2)      A littleexpenses than the

others

3)      Same asOthers

4)      A littlecheaper than the

others

5)      A lot cheaperthan the others

Pricing of Columbia Asia with Competitors.

56 | P a g e

Table: 4.14: Table showing satisfaction level of service provided by Columbia Asia

SL.NO

OPINION

RESPONDENTS

PERCENTAGE

1)

Highly Satisfied

35

29.16%

2)

Satisfied

54

45%

3)

Neutral

28

23.33%

4)

Dissatisfied

03

2.5%

5)

Highly Dissatisfied

00

0%

Total

120

100%

Source: Questionnaire

ANALYSIS

The above table shows that 29.16 of respondents are highly satisfied with the services, 45%

of customers are satisfied, 23.33% are neutral, and 2.5% are dissatisfied.

57 | P a g e

Chart: 4.14: Chart showing satisfaction level of service provided by Columbia Asia

Source: Table: 4.14

INTERPRETATION

From the above graph we can interpret that majority of the customers feel that the service

provided by the Columbia Asia is good but not up to their expectations .From this we can

understand that there is scope for improvement in the service provided to customer, which in

turn will improve the customer satisfaction and Organization can excel in this sector.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

1)      HighlySatisfied

2)Satisfied 3)Neutral 4)DisSatisfied

5)Highlydis Satisfied

29.16%

45%

23.33%

2.50% 0%

satisfaction level of service provided

Series1

58 | P a g e

Open Ended Questions

1) Where did you get your previous health check done and what is the difference

compared with Columbia Asia

LIST OF HOSPITALS

Manipal

Sakra

Narayana Hrudayalaya

Yashomati

Jeevika

NH Health Care

RXDX

Clumax

Cloud nine

Fortis

Medi hope

Venus Hospital

Differences of services compared to Columbia Asia’s competitors

Location: - Compare to the other hospital Columbia Asia is located at the heart of the

city (Whitefield, Bangalore), which is convenient to the I.T Corridor sector.

Cost/Price: - Since the service provided and equipment’s used are to the part of world

class technologies hence the pricing is comparatively high.

Infrastructure: Columbia Asia as high end services which includes ICU, NICU and

Radiology with wonderful ambience and highly ventilated with centralized A/C.

Service: - Doctors employed at Columbia Asia are excelled in their own field and

highly recognized for their service other employees of the organization are also well

qualified and trained. Hence it is better service provider compare to others.

59 | P a g e

2) What is the scope for improvement with respect to the services of Columbia Asia

hospital?

Management requires to provide training to the employees on aspects like co-

ordination, addressing the customer queries and time management.

They should introduce more health check packages with respect to current trend.

Advertisements should be improved

They should improve loyalty programs to the customer.

They should improve camps in residents and corporates.

They should give more importance to health awareness campaigns to the customers

They should provide BLS (Basic life support) training to the customers.

Create attractive packages such as discount, offers and complementary packages.

i.e. (six months + one month Complementary)

(Twelvemonths + two months Complementary)

60 | P a g e

Table: 4.15

TESTING OF HYPOTHESIS:

In general, Overall satisfaction is based on various factors. In hospital kind of industry,

service quality is mainly ascertained by the pricing tagged with the services. Observed values

of the respondents on the questions of opinion and the response on satisfaction have been

displayed under the table 4.15.

It is clear that, respondents feel that the pricing is more than that of the other hospitals. In

spite of high pricing, respondents had responded to highly satisfaction level.

To verify the observation, the assumption “Overall satisfaction is not based on pricing” has

been taken and checked with the help of Chi-Square test.

The result of Chi-square test is given under table 4.16

Table 4.15: Opinion about Pricing * Overall satisfaction Cross tabulation

Overall satisfaction Total

Highly

satisfied

Satisfied Neutral Dissatisfied

Opinion about

Pricing

A lot expensive than

the others 11 15 5 1 32

A little expenses

than the others 14 19 9 1 43

Same as others 6 14 9 1 30

A little cheaper than

the others 4 6 5 0 15

Total 35 54 28 3 120

Null Hypothesis: Response of Satisfaction is independent of pricing opinion.

61 | P a g e

Table:4.16

Table 4.16 : Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 4.146a 9 .902

Likelihood Ratio 4.587 9 .869

Linear-by-Linear

Association 1.734 1 .188

N of Valid Cases 120

a. 6 cells (37.5%) have expected count less than 5. The

minimum expected count is .38.

INTERPRETATION

Result of Chi-square test has revealed that, the significance value of the test (0.902) is more

than the threshold significance value (0.05). Hence the underlined hypothesis is accepted.

This leads to conclude Overall satisfaction is not based on the pricing level of service. That

is, irrespective of pricing – High, Low or medium/average; the satisfaction level is consistent

over all the categories.

62 | P a g e

Chapter -5

Summary of finding, Conclusion and Suggestions

Findings

Study says that 40% of the customers choose Columbia Asia hospital for infrastructure,

Proximity and doctors.

By the study it is found that 60% of customers are coming for the first time.

Through the study it is observed that 85% of the customer are availing the health check

packages.

By the study it observed that 33.30% of the customers get information through friends

and 29.20% from the company.

Study says that the customer feel that the service provided is slow.

Study identifies that 67.5% customer feels that the health check packages are value for

money.

70% of the customers feel their health check packages are clearly described by the health

check executive.

By the study it is observed that 36.70% of customers feel that the spontaneity of

responses by the service provider is just above average.

In the study 72.5% of the customer will opt for health check packages yearly once.

56.7% of the customers feel that the expectation are been met by the hospital.

32.55% of the customers feel that hospital helped them in selecting the health check

packages and 31.66% on the general basis.

53.3% of the customer told that they were enquired about their past health status by the

doctor.

Regarding the pricing of Columbia Asia when compared with others hospital 35.90% of

the customers feel that it is little bit expensive than the others.

By the study we can observe that overall satisfaction of service provided by Columbia

Asia is 45%

63 | P a g e

Suggestions

Columbia Asia should introduce better loyalty program to retain the customer. Because it

helps in building customer relationship which leads to long term retain ship of customer

with organisation.

The area of advertisement should be improved using various media. Which helps in

creating awareness in the minds of prospective customer and also it is source to tap

unreached market

In-house advertisement should be improved. In order to increase the frequency of the

customer visiting the hospital and also build positive image in the minds of people and

adds value for the organisation

Management requires to train their employee on aspects like co-ordination, addressing the

customers queries and time management. Which will help in creating satisfied customer

relationship

There should be diversified health check packages .Because there is diversified

requirement from various individual of different segment of the society

The price should be kept in mind with the competitors pricing. As there is cut through

competition in market were the hunting for the prospective customer is very common and

customers get attracted to competitors firm if their prices are attractive to them.

They should introduce more health check packages with respect to current trends.

64 | P a g e

Conclusion

The service industry especially hospital industry in India is booming today, owing to our

economy’s wellbeing and rapid development across all service sectors. The potentials are

immense for the industry and customers (respondents) just like in the existing scenario.

During the study a few issues/problems of the respondents with respective Columbia Asia

hospital were identified for which suitable suggestions have been made in the study.

On the whole we can conclude that this study has tried to meet the objectives up to large

extent & it is sincerely hoped that this research study may come of any use to the hospital or

any others and might be for future research scholars and students.

65 | P a g e

Bibliography

Books

Health care marketing plans, from strategy to action, second edition By Steven G.Hillestad,

Eric N Berkowitz, an Aspen Publication

Health Care Marketing, G. Krishna Mohan, C N Krishna Naik, Discovery Publishing House

Marketing management, 14Edition .by Kotler, Philip and Keller, Kevin Lane; published by

Pearson Education.

Journals and articles

Ambuj Bhardwaj, DK.Sharma, RK. Sharma and PC Chaubey, ”Expectations of people from

Quality Health service in Metropolitan City of Delhi and to propose sound Health marketing

Strategy for private/corporate Hospital in Delhi”, Journal of academy of

hospitalAdministartion,Vol.13(2),2001,Page .59-64.

Rajiv Kumar Jain, “Strategic service vision for corporate Hospitals in a Competitive

Environment”, Journal of academy of hospital Administration, Vol.12, No.1, Jan 2000, Page

15-18

Kotler Philip and Levy S,”Broadening the concept of marketing”, Journal of marketing 35,

1971, Pg.10-15.

Richard K Thomas and Louis G.Dol,”Health Demography Comes of Age”, Health Marketing

Quarterly, The Howarth Press, Vol.10 (3/4), 1993

African Journal of Business Management (T. Srinivas, B. Srinivas Rao and U.Srinivasa Rao)

Published: 21 November 2013

http://www.academicjournals.org/journal/AJBM/article-abstract/6C28DF742477

66 | P a g e

Websites:

www.google.com

www.columbiaasiaindia.com

www.wikipedia.com

www.southsidemarketing.com

67 | P a g e

Annexure

Questionnaire on marketing of the health Check Packages and their Pricing

I Madhu kishore.N (4Th

Semester MBA student of VTU) am conducting a research project

on “Marketing of the health check packages and their pricing at Columbia Asia Hospital

Whitefield” as a part of my academic requirement. I kindly request you to give your response

and suggestions

The Information provided by you will be kept confidential and will be used only for

academic purposes.

Name: __________________________

Age

A) 15 to 20Yrs

B) 21 to 30Yrs

C) 31 to 40Yrs

D) 41 and Above

Gender

A) Male

B) Female

1) What is the reason for choosing Columbia Asia Hospital?

A) infrastructure

B) Proximity

C) Doctors

D) All the above

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2) Are you visiting Columbia Asia hospital for the first time?

A) Yes

B) No

3) What services did you avail in Columbia Asia hospital

A) Inpatients

B) Out patients

C) Health check.

4) What is the Sources of Information about health check Packages in Columbia Asia

hospital

A) Advertisement

B) Through Company

C) Through Friends

D) Through Family physician

5) Where did you get your previous health check done and what is the difference compared

with Columbia Asia Hospitals?

A) Name of the hospital: ________________________

B) Difference: ________________________________

6) Is the health check packages value for money?

A) Yes

B) No

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7) Are the health check packages clearly described by the health check executive?

A) Yes

B) No

8) Regarding the spontaneity of responses by the service provider. How would you rate

them?

A) Very good

B) Good

C) Average

D) Poor

9) How frequently do you opt for health check Packages?

A) 6 months

B) Yearly Once

10) Did the hospital meet your expectation?

A) Yes

B) No

11) On what bases the hospital helped you in selecting the health check packages.

A) Age

B) Gender

C) Past diseases symptoms

D) General

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12) Were you enquired about the past health status?

A) Yes

B) NO

13) Can you tell me regarding the pricing of Columbia Asia Hospital With respect to the

pricing of other hospital?

A) A lot expensive than the others

B) A little expense than the others

C) Same as others

D) A little cheaper than the others

E) A lot cheaper than the others

14) What is overall satisfaction level of the service provided by the Columbia Asia hospital?

A) Very Good

B) Good

C) Average

D) Poor

15. What is the scope for improvement with respect to the services of Columbia Asia

hospital?

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