Marketing Strategies / Strategic Marketing Case Study

Apollo Hospitals: Leading the Way to Healthcare Tourism

OR

Abstract:

The trend of seeking medical care elsewhere began some thousands of years ago and has now emerged as a niche industry. Healthcare tourism offered consumers world-class treatment facilities at a reduced cost and also offered associated benefits like travel abroad. Around the world, Hong Kong, Lithuania and South Africa were emerging as big healthcare destinations. In Asia, Healthcare tourism emerged on the aftermath of the Asian financial crisis, which led the hospitals to seek alternative revenue sources. By 2004, five countries in Asia - Thailand, Malaysia, Jordan, Singapore and India attracted over 1.3 million medical travellers and earned over $1 billion in treatment costs alone.

In 2005, Apollo Hospitals Group, of India, was the fourth largest private healthcare group in the world and the largest in Asia. Apollo realised the potential in Healthcare tourism and capitalised early on the opportunity.

Pedagogical Objectives:

• To discuss development of Healthcare Tourism and its growth in Asia
• To understand the strategies followed by the leader in this Industry in India and the marketing efforts undertaken by it
• To understand 5 P’s of marketing.

Keywords : Business Strategy, Strategic Management, Core Competence, Apollo, India, Healthcare tourism, 5 P’s of marketing, Business strategy, Marketing Strategies Case Study, Strategic management, First mover advantage, Cost advantage, Service, Hospitality Patient Feedback, Competition

Contents:

• Healthcare Tourism
• Apollo Hospitals Group
• Apollo in Healthcare Tourism
• Competition Landscape
• The Road Ahead