Indian Hospital Business by Manas Ranjan.pdf

Hospital Marketing Strategy

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Whispers in Health Care
Decoding the Silent Language of Hospitals

Manas Ranjan Bhuyan
B-Pharma, MBA, MMM
Chief Manager: Referral Relation
Kokilaben Dhirubhai Ambani Hospital and Medical Research Institute


On the eve of my 1
st Anniversary in Hospital Services Industry
(10
th Jun’24 -10
th Jun’25)

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Global Prospective
Hospital Services Revenue Globally estimated at USD 13 trillion, may increase up to USD 20 trillion by 2032,
growing at a CAGR of 5.6% during the forecast period (2025-2032).
According to some reliable data, the number of hospitals worldwide is projected to surpass 2,00,000 by 2026.
Indian Hospital Industry ranks No.12 among the best hospitals in 30 countries: No.1) Australia, No.2) Austria,
3)Belgium, 4) Brazil, 5) Canada, 6) Chile, 7) Colombia, 8) Denmark, 9) Finland, 10) France, 11) Germany,12
th
is
India, Israel, Italy, Japan, Malaysia, Mexico, Netherlands, Norway, Saudi Arabia, Singapore, South Korea,
Spain, Sweden, Switzerland, Taiwan, Thailand, the United Arab Emirates, the United Kingdom and the United
States.
If we ponder into the hospitals status a few that standouts are No.1 Mayo Clinic, No.2 Cleveland Clinic, No.3
The Johns Hopkins Hospital
Indian Prospective
Size and Growth
On the Domestic front the hospital service industry is a large and growing sector, valued at $107 billion in
2024 and is projected to reach $194 billion by 2032, with a CAGR of over 8%, driven by the following…
Ten key drivers:
1. Growing medical tourism
2. Increase in GOVT expenditure & PE Investments in healthcare
3. Emerging middle class & growing population with disposable income
4. Growing health awareness with the access to inexpensive digital media
5. Aging population and rising life expectation
6. Increase incidences of lifestyle disease & Rise of Chronic Illnesses
7. Growing Health insurance penetration & GOVT support programmes
8. Increase in diagnostic technological supports
9. Massive GOVT regulation in Many health Procedures & accessibility to expensive medicine
10. Availability of a large pool of well-trained medical professionals in the country
11. Focus on Patient-Cantered Care
Global Medical Tourism Market Outlook
Global medical tourism industry is estimated USD 18.2 billion in 2025 to USD 58.2 billion by 2035, growing
at a CAGR of 12.3% during the forecast period.
12.
Domestic Medical Tourism Market Outlook
As per FICCI India received around 7,00,000 medical tourists in the recent Years. The Indian medical
tourism industry estimated to be valued at US$ 7,4117 million in 2022 and it is projected to surpass US$

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42,237 million by 2032. Due to the low-cost treatments available in India, it ranks at number 7 amongst the
20 wellness tourism markets
On the disease front, The Evolving Disease Pattern in India
Contribution of non-communicable diseases to total disease burden is more than 60% & may increase by 5% by
2030, Out of 88% death due to non-communicable diseases,
Top 5 diseases could be:
1. Cardiovascular accounts for 45% of death
2. Respiratory accounts for 32% of death
3. Cancer accounts for 9% of death
4. Diabetes accounts for 2% of death

Current unmet needs in Indian Hospital industry
As informed by the National Medical Commission (NMC), there are 14.5 lakh allopathic doctors registered with
the State Medical Councils and the National Medical Commission (NMC) & considering 80% availability of
registered allopathic doctors and 7 lakh AYUSH doctors, the doctor-population ratio in the country is
(1HCP for a population of 834-1,000) & Nurses population 2 Per 1,000 patients
• Private Hospitals:45,000+
• GOVT Hospitals:27,000+
• Medical Colleges in India: 750+
• GOVT/ Semi GOVT: 400+
• Private Colleges:350+
• Allopathy Doctors:14,50,000+
• Total beds in GOVT/ Semi GOVT: 8,50,000+
• Private beds: 12,00,000+



Hospital Bed Availability Position (Bed Concentration)

According to the statistics by (WHO), average of 0.53 (less than1 bed) hospital beds per 1,000 population.

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Regulatory challenges and plans to address them
Increase in Health Spending >>>

Regulatory challenges.I

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Regulatory challenges.II




Patient Journey

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Top players in Hospital Services Industry

Back home a few trailblazers like Apollo, Narayana, KIMS, Fortis, Medanta & Max that the Local demand
itself to be catered to is enormous. They have enough facilities to manage the foreign customers, without
neglecting the local markets. Though, it is a challenge for many hospitals to cater to this vast market efficiently
without compromises in quality.
Based on a survey among the GPs & CPs, Published in the Week Magazine
Rank Hospital Score Cities
1 All India Institute of Medical Sciences - Delhi 90.4% New Delhi
2 Medanta The Medicity 88.4% Gurugram
3 PGIMER - Postgraduate Institute of Medical Education 84.5% Chandigarh
4 The Christian Medical College - Town Campus 79.7% Vellore
5 Apollo Hospitals - Chennai 78.6% Chennai
6 Kokilaben Dhirubhai Ambani Hospital & Medical Research Institute 77.8% Mumbai
7 Breach Candy Hospital 77.3% Mumbai
8 P. D. Hinduja National Hospital & Medical Research Centre 74.0% Mumbai
9 Jaslok Hospital and Research Centre 73.3% Mumbai
10 Sir Ganga Ram Hospital 72.3% New Delhi

Multi-specialty Vs Single Speciality Hospitals
Multi-specialty hospitals offer a wide range of medical services under one roof & equipped to handle diverse
medical needs, offers convenience with multiple specialists in one location
while single-specialty hospitals focus on a specific area of healthcare provide specialized care for specific
conditions

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Among Multi & Single Spl. which is Ideal Practice model?
For a better corporate reputation & competitive advantage Hospitals can have both Superspecialist & Single
Speciality model, Especially IVF, Medical & Radiation Oncology, Mother & Child Care, Eye Care can be carved
out from the patient hospitals into a Sper-Super Specialised single speciality Hospital/ Super Spl. Clinics.
in this case Hospital can arrange a tie-up with any foreign hospital or teaching institute for better visibility like
Myo-Clinic for Ortho etc.
Manipal Hospitals & Columbia-Asia have a strategic alliance with Harvard Medical School for their Oncology
clinics
Full-Time Practice System Vs Visiting practice model

Full time Or Visiting Which is the Ideal Practice model?
Hybrid model may be viable for many hospitals, where a few specialities like 1) vascular Surgery, 2) Transplant
Surgeon, 3) Bariatric Surgery, 4) Interventional Radiologists, 5) Specialised Onco-Surgeons, can be visiting
either based on their requirements as they receive patients from their known referral GP communities or the
hospitals requirements based on their daily OPD booking & schedule
1. Transplant Team (Nephro/ Hepato)
2. Vascular team
Must not work like a employee but like a partner for the hospital, the team must exude entrepreneurial spirit,
if possible, these departments must be treated as a separate business unit with the separate p&l accounts
And they can maintain their own dedicated PR team who will focus on Dialysis centres, Young Nephro, Con
Phy, Cardio, Hepatologists, Virologists, Path lab conducting Hep-C & Hep-B qualitative & Quantitative tests

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Referral Marketing Vs Direct Footfall Model

Top Players in Hospital Space
Reflecting its focus on ARPOB, augmenting operational efficiency and service quality is the name of the game

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Comparison of ArPOB, Top Hospitals



Hook for Conversion to Consolidation

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Major Strategies
Most of the Hospital leaders formulate their strategy keeping in mind the crucial 8 elements of Service
Marketing, 8P to focus for all tertiary care Hospitals:

Top Hospitals & their Major Focus

Top Hospitals are Investing in following 8 Technologies

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Key to Success for Tertiary Care Hospitals: Like Multinational Pharmaceuticals companies, Tertiary Care
hospitals must invest in disease awareness & make the public aware about the benefits of
- Advance medical technologies
- Minimal invasive
- Non-Invasive/ Day care
- Robotic Surgery
- Advance Imaging & Navigation System
- Advances Physios
- Organ salvation etc.
- Organ Recycling example Tumour bone Recycling for Bone Onco
Most of the Indians are undiagnosed for their underlying disease and hence not feeling the urgency for quality
treatment options, the moment these tertiary cares help them/ Handhold them to identify their disease
condition they may certainly come forward for their treatment
Speciality wise Strategy for Growth
1) Strategy at Cardiology/ Critical Care
the key to success lies in the partnership with the Primary-Care centres and leading CP/ GP practicing in the
vicinity of 15-20 KMs, from where the patient of MI/ Trauma can reach the hospital by less than 30 min.
At least one or two key cardiologists of that hospital must maintain solid direct or indirect interaction with the
effluent communities residing within 15-20 KMs in & around the hospital Public must know the names of the
cardiologists practicing in that hospital, the cardiologists should be a household name in & around that
hospital, Like
- Dr Ramakanta Panda for Asian Heart Institute
- Devi Shetty for Narayana Hrudyalaya
- Naresh Trehan for Medanta Hospitals
They are really synonymous and household names in many communities across India
2) Transplant Department
The key to success remains with the smartness of the transplant team, the team along with the team leader
must have a astute mind to move around the geography to locate the areas where they can get their patents, for
that matter a networking skill is highly imperative, Transplant team must uphold relationship with 300+
CP/GP/Gen Surg. who feel comfortable with this transplant team during their transaction & negotiations So
the Hospital can do much for transplant business unless there is a proactive mindset oozes out from this
department
2.a) Kidney transplant:
Major focus on CKD/ AKD, Renal failure, Cystic Kidney disease, End Stage Kidney disease the nephrologist
must maintain relationship with the dialysis centres located in that area especially with the technician &
visiting RMO/ nephrologists
2.b) Liver transplant:
India carries a significant burden of hepatitis, particularly Hepatitis B (HBV) and Hepatitis C (HCV). An
estimated 40 million people are chronically infected with HBV
There are also 6 to 12 million people with chronic HCV infection. The overall prevalence of Hepatitis B
positivity is between 8%, So the liver transplant team must maintain a good connect with the Physicians or
Gastro Phy. who holds a pool of hepatitis patients who are on Oral medication, many a times pharma
companies can be a great source of information on this

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Connection with the local path labs who conduct both hepatitis qualitative & quantitative diagnostic tests &
physicians who own the fibro scan machine
3) Strategy for IVF
IVF wings must be treated as a separate SBU with dedicated marketing/PR team, meeting gynaecologists
(100+) and conducting community meeting with them,Focussed marketing campaign in digital platforms &
formation of special gynaecological forum
4) Strategy for Urology
Department has to Advertise & Demonstrate their technological superiority like
- Advance robotics
- Minimal/ Non-Invasive Procedures like urolift & HIFU
Major practice focus should be on Prostate, Stress Incontinence, ED, Recurrent UTI & Kidney Stone,
Overactive bladder, BPH
Departments must conduct public meetings & advertisement on Prostate awareness and advertise latest
technologies in use, like non-invasive techniques & daycare techniques etc.
5) Strategy for Neurology
Focus on rare/ undiagnosed diseases related to sensory or motor nerve, focus on advanced diagnosis, Technology
related to advance navigation system, Nexus with major nursing homes, trauma centres, the department must
establish a relationship of mentorship with a young Neurologists & Cardiologists
- Establish as a centre of excellence on Neurology/ Neurosurgery
- Organise Educational meetings/ Preceptorship for young Neuro/ Gen Sug/ Gen Med
- Disease focus: Lumber puncture, Nerve Conduction Studies, Stroke, Deep brain stimulation
- Department can advertise their major work/Achievements/ High-end equipment trough Hoardings at
various densely populated areas
- Hospital must create noise level on the reputation of their lead surgeons
- Department must position themselves as an advanced Neurological centre & showcase their clinical
success, through patient testimonials
- Often international reputed Neurologists can be invited to the hospital for creating a public sensation

6) Strategy for Oncology
- Onco department of any tertiary care hospital must lease with leading ConPhy, Gyn, Gastro, Gen Surg,
Uro & at the same time connection with leading Diagnostic labs like MRI/CT centres also gives
advantage for patient referrals
- Patients’ testimonials in social media or Print media may increase the patient’s footfall
- Advertisements of the major radiation machines like EDGE, Radixact etc in public places also helps

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Top Hospitals & their Expansion Plan


Apollo Hospitals Ltd: Expansion Plans and Technological Integration: Apollo Hospitals is actively expanding its
footprint across India and internationally, continuously leveraging AI and robotics to enhance healthcare
delivery and improve patient outcomes.
Max Healthcare: Expansion Plans: Max Healthcare plans to invest up to ₹5,500 crore over the next 3-5 years to
more than double its current bed capacity, underscoring its commitment to expanding its footprint and
enhancing healthcare services.
Fortis Healthcare: Expansion Strategy: Fortis Healthcare plans to expand by adding 600 beds to its existing
4,500 operational beds by the end of the financial year. The company is also open to acquiring hospitals with
bed capacities of 250-300,
Global Hospitals: Strategic Focus: Global Health Limited emphasises quality care and has implemented a
growth strategy focused on expanding its market presence while maintaining high standards in healthcare
delivery.

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Top Hospitals & their specialty focus

Synopsis
India's hospital services sector is flourishing. Hospitals now get the most foreign investment. This share has
doubled since FY21. Listed hospital chains plan to increase bed capacity by 47%. But the biggest Question is
whether to have a very large hospital with more than 700 + beds or to evaluate for an option of creating many
mid-size hospitals with 300+ beds at various affluent geographies,
at the same time whether to have complete fulltime practise system or to have hybrid practice system where a
few super specialities can be organised on a few specific days basis, may be every Friday IVF Day/ or
Transplant Day
but the true sustainability can be achieved through a business model that can ensure Quality care at a
transparent & competitive treatment cost as still in India healthcare expenses are often a significant out-of-
pocket cost for many individuals and families, particularly in the absence of robust insurance backup, but
investment in Digital marketing & PR team is the key to success
Thank you, I appreciate you for your glance, Hope you will Excuse me for all the mistakes…

Manas Ranjan Bhuyan
[email protected] Critical CareGen Surg CardiologyOrthopedicOncoTransplantUrology
1Sir H. N. Reliance
2Dr L H Hiranandani Hospital, Pawai
3Jupiter Hospital, Thane
1CritiCare Asia Multispeciality Hospital
2Thunga STH Hospital Juhu
3Global Hospital
4Nanavati Max Super Speciality
1Bellevue Multispeciality Hospital
2Holy Spirit Hospital
3Seven Hills Hospital
4Nakshatra Multispeciality
5SBS Multi-Speciality Hospital
1Bhaktivedanta Hospital & Research Institute
2Karuna Multispeciality
3Apex Hospital
4Lotus Multispeciality
5Sailee Hospitals
6Jeevanam Hospital & Research Centre
7Lotus Multispeciality
1HCG
2MOC
Urology 1RG Stone Urology & Laparoscopy
Andheri,
Santacruz,
VileParle
Onco
Borivali
Ghatkopar
Andheri,
Lokhandwala