Page 163 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes

Notes Total Product Concept in the Healthcare Industry

Inputs of Core Expected Service Augmented Product
Healthcare Product
Industry
Hospitals Quality  Clean Facilities,  Health Education & Training
Treatment
 Qualified Staff and  In-house Medical Facility,
Doctors,
 Quality Health Care  Hostel Facility
reasonable rates
 Blood Donation Centre,
 Efficient tools for Specialized  Research & Laboratory,
Operations and Surgeries,
 Special Wards for VIPs
 Visiting Consultant,
 Range of Rooms,  Internationally recognized
doctors.
 Third Party Services
Medical Software  Expert Advice,  Webcam connectivity,
Software
 Installation  Interconnectivity,
Package/Kit,  Acceptable widely,
 Prompt Result,  Doorstep delivery,
 Tested and recommended  Intimation on new updates.
 Error Free,
 User Friendly,
Validity Security, Privacy.
Medical Covering  Choice Available,  Smart Cards,
Insurance Risk  Reasonable Rates.  Different Schemes

9.1.2 Creating a Product Range

The service firm should be in a position to offer a wide range of products. This will enable them
to get more customers and satisfy their wide-ranging needs. The wider range would also enable
the firm to be more competitive. A new service firm might, to begin with, offer only one
product.

Example: Mobile phone operator Orange offered only one basic product during the
launch of their service in 1995. But with competition, they have expanded the range of their
service offers.
But some service firms use their range of offers (or the lack of it) as a strategy.

Example: Talwalkar’s, the famed health-and-fitness franchise chain of Mumbai, have
stuck to their offer since the last five decades;
Lakme Beauty Salon is only for beauty treatment while Ayush Therapy Clinic is for ayurvedic
treatment.

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