Marketing Mix of Fortis Hospital and 7Ps (Updated 2024)

The Marketing mix of Fortis Hospital analyses the 7Ps of Fortis Hospital, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Fortis Hospital. Fortis Hospital is associated with the Healthcare industry and is part of Fortis Healthcare Limited. It is of Indian origins and is a chain of hospitals. It has gained international recognition and approval by JCI and NABH. It was founded in 2001 by its founders, Shivinder Mohan Singh and Malvinder Mohan Singh. Its primary competitors are as follows-

• Apollo Hospitals
• AIIMS

About Fortis Hospital

• Type: Private hospital chain
• Industry: Healthcare
• Founded: 1996
• Founders: Malvinder Mohan Singh and Shivinder Mohan Singh
• Headquarters: Gurugram, Haryana, India
• Area served: India, UAE, Nepal, and Sri Lanka
• Key people: Navjot Singh Dahiya (Chairman) and Ashutosh Raghuvanshi (CEO)
• Number of employees: 23,000

Fortis Hospital Product Strategy

Fortis’ vision includes creating an integrated healthcare system with the patient experience, world-class facilities, the best medical skills, and compassionate care. All the Fortis hospitals have optimum talent among nurses and doctors.

The product mix of Fortis Hospital in 2024 is as follows (Source).

1. General Medicine: Diagnosis, treatment, and management of common medical conditions.
2. Surgery: Various surgical specialties include general surgery, orthopedic surgery, cardiovascular surgery, neurosurgery, and more.
3. Cardiology: Diagnosis and treatment of heart-related conditions.
4. Orthopedics: Treatment of musculoskeletal conditions and injuries.
5. Neurology: Diagnosis and treatment of neurological disorders.
6. Gastroenterology: Treatment of digestive system disorders.
7. Oncology: Diagnosis and treatment of cancer.
8. Nephrology: Management of kidney-related diseases.
9. Obstetrics and Gynecology: Women’s healthcare, including maternity and reproductive health services.
10. Pediatrics: Medical care for infants, children, and adolescents.
11. Diagnostics: Radiology, pathology, and laboratory services for accurate diagnosis.
12. Emergency Services: 24/7 emergency care for critical medical conditions.
13. Rehabilitation Services: Physical therapy, occupational therapy, and rehabilitation programs.
14. Transplant Services: Organ transplantation, including kidney and liver transplants.
15. Intensive Care Units (ICUs): Specialized care units for critically ill patients.
16. Dental Services: Oral health services.
17. Eye Care: Ophthalmology services.
18. ENT (Ear, Nose, and Throat): Treatment of ear, nose, and throat conditions.
19. Mental Health Services: Psychiatry and psychology services for mental health disorders.
20. Wellness Programs: Health check-ups, preventive care, and wellness programs.

Fortis Hospital Pricing Strategy

Fortis has made considerable efforts in improving efficiency and controlling costs. Fortis Hospitals’ pricing policy is an essential part of its organization. As hospitals provide intangible services, deciding on pricing policies is tough. Fortis consults all its division heads and later adopts a pricing policy for each department, which is revised periodically depending on market circumstances.

Prices depend on the treatment process, surgical needs, department, and category of room required by a patient, which might range from deluxe to general ward. The company believes in providing the best possible hospital services and has adopted a reasonable pricing policy at the lowest possible prices. This makes it affordable and pocket-friendly and hence brings good business.

Here’s a breakdown of Fortis Hospital’s price strategy from a marketing perspective:

1. Value-Based Pricing: Fortis Hospital adopts a value-based pricing strategy, which means they set their prices based on the perceived value of their healthcare services.
2. Tiered Pricing Structure: Fortis Hospital typically employs a tiered pricing structure that aligns with the complexity and specialization of medical procedures. Essential or basic healthcare services are more affordable, making them accessible to a broad patient base.
3. Transparency and Information Sharing: Fortis Hospital prioritizes transparency in its pricing strategy. They provide patients with detailed information about the cost of various medical procedures, consultations, and treatments.
4. Package Deals and Insurance Integration: Fortis Hospital may offer package deals for standard medical procedures and surgeries to enhance affordability and attract a broader customer base.
5. Promotions and Discounts: Fortis Hospital periodically runs promotions and offers discounts on select healthcare services. This can include seasonal health check-up packages, special rates for specific treatments, or partnerships with corporate wellness programs to provide reduced-cost services for employees.

Fortis Hospital Place Strategy

Fortis Healthcare is one of the largest super-specialty chains of hospitals In India and is privately sector-owned. It has also spread its international network to Australia, Vietnam, Hongkong, Sri Lanka, Dubai, and Singapore. Fortis has taken special care to establish its hospitals in places that can provide maximum accessibility to its customers and patients.

Its network of hospitals in India has grown to nearly sixty-eight hospitals in both Tier III and Tier II cities, including places like Odisha, Mumbai, Faridabad, Noida, Gurgaon, Bengaluru, Kota, Chennai, Jaipur, Mohali, Kolkata, New Delhi, Mumbai and Amritsar.

Fortis Healthcare has created a telemedicine technology network connecting all its facilities to provide quality and super-specialty services 24*7. Its pharmacy service distribution channel has expanded to provide quality treatment to even the remotest parts of India and overseas markets.

Here are five key aspects of their place strategy:

1. Strategic Location: Fortis Hospital strategically selects locations in urban and suburban areas to provide easy accessibility to a broad patient base. They often choose areas with high population density to maximize their reach.
2. Network Expansion: Fortis Hospital often expands its network by establishing multiple facilities in different cities or regions. This allows them to serve a larger geographic area and cater to a diverse patient demographic.
3. Affiliated Clinics and Diagnostic Centers: In addition to their main hospital facilities, Fortis may establish affiliated clinics and diagnostic centers in various neighborhoods. These smaller centers offer primary care and diagnostics, making healthcare more accessible for routine check-ups and minor ailments.
4. Telemedicine and Online Services: To extend its reach beyond physical locations, Fortis may offer telemedicine and online consultation services. This allows patients to access healthcare expertise remotely, improving convenience and accessibility.
5. Collaborations and Partnerships: Fortis Hospital may collaborate with other healthcare providers, insurance companies, and government agencies to enhance their reach and offer specialized services. These partnerships can help them tap into new markets and provide more comprehensive care.

Fortis Hospital Promotion Strategy

Fortis Hospital realizes that promotion is an integrated part of any organization’s marketing strategy. The potential customers must become aware of different products and services provided by Fortis as it will help maintain its presence. Its marketing strategy includes publicity, sales promotion, personal selling, and advertising. It uses newspapers to provide information to its customers, like its special offers and information about new facilities. The brand relies a lot on word-of-mouth publicity through its customers, who are its brand ambassadors. The company believes a happy customer is the best advertiser for its services and products.

Fortis periodically introduces several healthcare options, diagnostic services like diabetes check-ups, acupressure clinics, and annual check-ups at discounted prices to increase its value proposition to clients. It employs trained staff that have a dress code. Staff are encouraged to maintain discipline, show professionalism, and offer comfort, warmth, and understanding to patients and their relatives.

Fortis Hospital employs a new technology comprehensive promotion strategy that includes:

1. Digital Marketing: Utilizing online channels such as social media, search engine optimization (SEO), and targeted advertising to reach and engage with a broader audience.
2. Community Outreach: Actively participating in health awareness campaigns, medical seminars, and local community events to foster trust and strengthen their healthcare brand.
3. Referral Programs: Implementing referral programs incentivizing satisfied patients and healthcare professionals to recommend Fortis Hospital’s services, expanding their patient base through word-of-mouth referrals.

Some Recent Video ads and Print ads of Fortis Hospital are:

Fortis Healthcare’s new campaign is all about hope, Marketing, & Advertising News, ET BrandEquity (indiatimes.com)

Fortis Hospital People Strategy

The “People” element of the service marketing mix for Fortis Hospital, a leading healthcare service provider, focuses on the staff, healthcare professionals, and all individuals directly or indirectly involved in the healthcare service delivery. This component is crucial in the healthcare industry because it directly affects the patient’s experience and satisfaction. Here are some key points related to the “People” aspect of the marketing mix for Fortis Hospital:

1. Qualified Healthcare Professionals: Fortis Hospital employs highly qualified and experienced doctors, nurses, and specialists who are well-regarded in their respective fields. The staff’s expertise and professionalism are crucial for delivering high-quality healthcare services.
2. Continuous Training and Development: Fortis Hospital invests in its staff training and development programs. This ensures that they remain updated with the latest medical technologies, treatment techniques, and healthcare practices to provide the best care possible to patients.
3. Patient-Centric Approach: The hospital promotes a patient-centric approach among its staff. This means prioritizing the needs and comfort of patients in all aspects of service delivery, from clinical care to customer service.
4. Diverse Specialties Team: The hospital boasts a diverse team of specialists across various departments, such as cardiology, neurology, orthopedics, and oncology, among others. This diversity ensures that patients can receive comprehensive care under one roof.
5. Support Staff Excellence: Besides medical professionals, the hospital’s support staff, including administrative, maintenance, and customer service personnel, play a vital role in ensuring a smooth and positive experience for patients and visitors. Their efficiency and friendliness are crucial in creating a welcoming and supportive environment.
6. Ethical Standards and Professionalism: Fortis Hospital emphasizes high ethical standards and professionalism among its staff. This includes confidentiality, respecting patient rights, and maintaining integrity in all interactions and treatments.
7. Feedback and Improvement: The hospital has mechanisms to gather patient and family input about the staff’s performance. This feedback is used to make continuous improvements and recognize outstanding service.
8. Community Engagement: The people of Fortis Hospital are also involved in community engagement activities, including health camps, awareness programs, and free medical check-ups, showcasing their commitment to societal well-being beyond the hospital premises.
9. International Patient Services: For international patients, Fortis Hospital offers services that include language interpreters, dedicated coordinators, and customized care plans, highlighting the importance of cultural sensitivity and personalized care in their service delivery.
10. Emergency Response Teams: Fortis Hospital has specialized teams highly trained to provide swift critical care. This rapid response capability underscores the importance of readiness and efficiency in life-threatening situations.

Fortis Hospital Process Strategy

The “Process” element in Fortis Hospital’s service marketing mix refers to the sequence of activities and procedures involved in delivering healthcare services to patients. This encompasses everything from the initial contact point to the post-treatment follow-up. Effective process management ensures efficiency, patient satisfaction, and high-quality care. Here are some key points related to the “Process” aspect of pharmacy services at Fortis Hospital:

1. Appointment Scheduling: Fortis Hospital offers various channels for appointment scheduling, including online booking, telephone and in-person visits. This flexibility ensures convenience for patients seeking to access healthcare services.
2. Patient Registration and Admission: The hospital has streamlined its patient registration and admission processes to minimize waiting times and administrative hassles. This includes digital registration options and efficient handling of paperwork.
3. Diagnostic and Treatment Procedures: Fortis Hospital follows standardized protocols for diagnostic tests and treatment procedures, ensuring consistency and reliability in patient care. This includes using advanced medical technologies and adherence to best practices in medicine.
4. Discharge Process: The discharge process at Fortis Hospital is designed to be smooth and informative, providing patients with clear instructions for post-treatment care, medication schedules, and follow-up appointments.
5. Patient Information and Privacy: The hospital emphasizes maintaining patient confidentiality and securely managing patient records. Processes are in place to ensure that all patient information is handled with the utmost care and privacy.
6. Quality Control and Assurance: Fortis Hospital implements rigorous quality control and assurance measures throughout all processes to maintain high standards of healthcare service. This includes regular audits, monitoring patient care, and accreditation standards compliance.
7. Feedback and Continuous Improvement: The hospital has established mechanisms for collecting patient feedback on their experience and satisfaction with the services received. This feedback is integral to continuous process improvement initiatives.
8. Emergency Services: Fortis Hospital has efficient processes for handling emergency cases, including quick triage, immediate medical attention, and fast-tracking critical care when necessary.
9. Interdepartmental Coordination: Effective interdepartmental coordination ensures seamless patient care across various specialties and services. This includes coordinated schedules, shared patient records, and collaborative care planning.
10. Telemedicine Services: Fortis Hospital offers telemedicine services, allowing patients to consult with healthcare professionals remotely. This process includes virtual appointments, online consultations, and digital follow-ups, catering to patients who cannot visit the hospital in person.
11. Insurance and Billing: The hospital has simplified the insurance and billing processes, providing clear information on costs, insurance claims, and payment options to ensure transparency and reduce patient financial stress.
12. Health Packages and Preventive Care: Fortis Hospital offers health check-up packages and preventive care services, streamlining the process for patients to access comprehensive health evaluations and preventive consultations.

Fortis Hospital Physical Evidence Strategy

The “Physical Evidence” component of the service marketing mix for Fortis Hospital encompasses the tangible and intangible elements that patients and visitors to other hospitals can perceive, which contribute to their overall experience and perception of the hospital’s service quality. This aspect is crucial in healthcare, directly influencing patient trust, comfort, and satisfaction. Here are some key points related to the “Physical Evidence” of Fortis Hospital:

1. Modern Infrastructure: Fortis Hospital boasts state-of-the-art infrastructure with modern medical facilities and equipment. The physical layout is designed for easy navigation and accessibility, enhancing the patient and visitor experience.
2. Clean and Hygienic Environment: The hospital maintains high standards of cleanliness and hygiene throughout its premises, including patient rooms, waiting areas, and operation theaters. This is crucial for patient safety and instills confidence in the hospital’s care standards.
3. Branding and Signage: Consistent branding and clear signage throughout the hospital help create a reassuring and professional image. This includes the hospital’s logo, directional signs, departmental markers, and informational signage, aiding in easy navigation and familiarity.
4. Comfortable Waiting Areas: The waiting areas are designed to be comfortable and accommodating, with seating arrangements, refreshment facilities, and entertainment options like television and magazines, making the wait more pleasant for patients and their families.
5. Patient Rooms and Facilities: Fortis Hospital’s patient rooms are equipped with modern amenities for patient comfort and privacy. This includes comfortable beds, personal storage, en-suite bathrooms, and facilities for overnight stays of family members.
6. Technology and Digital Presence: The hospital’s use of advanced medical technology, as well as a robust digital presence through an informative website, online appointment systems, and patient portals, serve as physical evidence of its commitment to quality care and convenience.
7. Staff Uniforms: The professional attire and identification badges worn by doctors, nurses, and other staff members contribute to the hospital’s image of professionalism and trustworthiness.
8. Informational Materials: Brochures, informational booklets, and educational materials provided by the hospital help patients and families understand their health conditions, treatment options, and available facilities, enhancing transparency and trust.
9. Certificates and Accreditations: Displaying certificates of accreditation, awards, and recognitions in prominent areas reassures patients and visitors of the hospital’s commitment to excellence and adherence to high medical standards.
10. Healing Environment: Including elements like indoor plants, natural light, art, and soothing colors in the hospital’s design contributes to a healing environment, reducing stress and promoting well-being among patients and visitors.
11. Emergency Services Accessibility: Visible and easily accessible emergency services, including ambulances and emergency entry points, reassure patients and visitors of the hospital’s readiness to handle urgent medical situations.
12. Feedback Systems: Physical feedback kiosks or suggestion boxes placed within the hospital allow patients and visitors to share their experiences and suggestions, reflecting the hospital’s openness to improvement.

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