Presented by :

Presented to :
Navneet Kaur 4152005
Asist. Prof. Rachin Suri
Neera Garg 4151026
Aman Gaur 4152013
Mohit Deswal - 4151024

APOLLO IS A HEALTH CARE BRAND

TYPE :
INDUSTRY :
FOUNDED :

PRIVATE
HEALTHCARE
1983

HEADQUARTER : CHENNAI, INDIA

KEY PEOPLE :
PARTHAP C.
REDDY
(FOUNDER AND
CHAIRMAN)
NO. OF EMPLOYE : 10,000+
SLOGAN :
LIVES

TOUCHING

MISSION
Our mission is to bring healthcare of international
standards within the reach of every individual. We are
committed to the achievement and maintenance of
excellence in education, research and healthcare for
the
benefit
of
the
humanity
DR.PRATHAP
Chairman)

REDDY(Founder

Executive

Born : 1933( Aragonda , District Chittor)

College : Stanley Medical College,
Chennai
Organizations Founded : Apollo
Hospitals
Children : Preetha Reddy, Shobana ,
Suneeta Reddy, Sangita Reddy
DR. Prathap C.Reddy is an Indian
entrepreneur and cardiologist, who
founded the first corporate chain of
hospitals in India The Apollo Hospitals
Group. In 2010,Reddy received the
Padma Vibhushan, which is Indias
highest civilian award.

DR. PREETHA REDDY

NATIONALITY : INDIAN
BORN : 1957
EDUCATION : Stella Maris College,
Chennai, University of Madras
OCCUPATION : Managing Director, Apollo
Hospital
PREETHA REDDY, Managing Director of
Apollo Hospitals(Chennai),is the largest
healthcare conglomerates of India , is the
one pioneer businesswomen of India in the
segment of healthcare industry. In
September 2012, She was elected to the
board as independent director of the
medical technology company.

DR. PREETHA REEDY IS

KNOWN AS HEALTHCARE
QUEEN

DR. PARTHAP C.REDDY WITH HIS

DAUGHTERS

eluting
bioresorbable stents. Apollo is one of them.
2) 375 liver transplants performed by Apollo
Hospitals, Chennai and Delhi.
3) 1200 solid organ transplants in one year.
4) 10,000 neurosurgery performed per year.
5) Crossed over 1,50,000 Heart surgeries with
incredible success.
6) Performed over 9.5 Million Health checks so
far.
7) Complete over 10,000 joint replacement
surgeries.
8)7,50,000 major surgeries performed and
counting.
And there are many more achievement of Apollo
hospitals.

CENTRE OF EXCELLANCE:
Orthopedics
Nephrology & Urology
Cardiology
Gastroenterology
Spine Surgery
Cancer/oncology
Neurology & Neurosurgery
Transplants
Robotic Surgery
Preventive Health Care
Emergency Care

 APOLLO HOSPITAL MADRAS

In 1983 First Apollo Hospital ,
Madras was founded.
Hospital made profit every year.
It offers not just MORE FOR
MORE but MORE FOR LESS
When it starts it has no private
competitors .
It has advance medical technology
& facilities.
Outstanding services.

APOLLO INDEPENDENT SERVICE

SYSTEM

APOLLO HOSPITAL STRATEGIC

SERVICE VISION
External target market
Internal target market

EXTERNAL TARGET MARKET

Immediate source of Apollo`s revenue is PATIENTS ,
patients clearly are the companys most important
external source.
5% of Apollos patients were wealthy people from
foreign countries.
95% are from 165 million upper and middle class Indians.
Primary care doctors refer their patients to Apollo, are
the key external customers group.

POSITIONING
In 1983 no health care facility in India provided high -quality,
tertiary medical care in a comprehensive range of specialties
using the most advance technology .
In government hospital crowding , long waits for treatment ,
poor maintenance of equipment , inadequate training of
technicians outweighed the attraction of low price.
In nursing homes their is pleasant environment but they
could not generate the volume needed to redeem
Investments in expensive technologies. Limited number of
specialties are their. They less able then government hospital to
provide high quality care

OPERATING STRATEGY
Skilled consultant doctors
Most advanced medical technology
Expert medical support staff
Motivated and well trained non-medical employee
Professional management

SERVICE CONCEPT:
The quality of medical outcomes surely
patients chief concern in choosing
medical facilities. Apollo quick service
also reduces the amount of time
patients suffer pain. The vice
president of Indias choice of Apollo ,
rather than a western hospital for his
coronary bypass conform the hospital
sellers reputation in this an other
aspect of care. Apollo also create
values for patients by making their
stage pleasant.

VALUE COST LEVERAGES

Apollo s quick diagnosis and
treatment enhances the
Value its customers receive while
reducing the companys cost s

The value patients gain by losing

less productive time
Due to a shorter length ofstay.

17

MEDIGAL & NON

MEDICAL EMPLOYEES
Medical and nonmedical employees training and strong
motivation ensure that Apollo care for its patients.
Dr. Reddy stress to employees that their works affects
patients recoveries .
The hospitals family like culture makes many employees
feel attached to their employers and motivated to boost
its performance and reputation.
In 1994 Dr. Reddy introduced CHANGE For tapping
employees knowledge and ideas &
Form teams to analyze the hospitals operation and
suggest improvement which management usually
implement
18

PROFESSIONAL MANAGEMENT
Its essential for Apollo`s profits.
Apollo`s manager had to develop systems and standards
from scratch , since they had no private , corporate
predecessors.
Most important task is overseeing purchases and
scheduling
of medical equipment and facilities to ensure profitable
utilization levels.
Achieving high utilization has the potential to cause strife
between administrators and doctors.
Balancing medical and business imperatives finely and
avoiding serious conflicts.

INTERNAL TARGET MARKET

Apollo`s distinctive services to external customers
depends
On skills and motivation of the internal customers
i.e.
Consultants , junior doctors , nurses , technicians ,
cooks ,
Maintenance workers , drivers etc.
Internal can be divided into two groups :1-Consultants
2-Hospital employees

Thus the Apollo Hospital Madras

is integrated strategic service
visions provide value to external
and internal customers and lead
to outstanding financial
performance for shareholders

HYDERABAD APOLLO HOSPITAL

ANALSIS OF PAST PERFORMANCE

In 1988, Reddy opened a second Apollo

hospital in the city of Hyderabad. It
encountered significant financial
difficulties, despite following the same
philosophy and system as the Madras
Hospital . By 1990 , two years after it
opened, Hyderabad Apollo Hospital
possessed fixed assets worth a much
as what Apollo Hospital Madras taken
perhaps five year to accumulate.
Till the end of 1994, Hyderabad Apollo
Hospital still not turned a profit.

REASON:
To a large degree , Hyderabad Apollo Hospitals troubles can

be traced to overinvestment when the hospital was built.

The hospital was failed to implement several key elements of
Apollo Hospitals Madrass successful strategic service vision.
It start with a less prestigious staff of consultants than Apollo
Hospitals Madras.
Apollo medical centre that opened at the same time as the
hospital . The medical centre provide primary care.
The cafeteria is dirty and test results come back slowlysuggest that Hyderabad Apollo Hospital may not be meeting
the high customers expectations its marketing and Madrass
reputation have created.

MANAGEMENT RESPONSES:
One of Apollo Hospital Madrass most
distinguished heart surgeons has moved to
Hyderabad and many consultants has stop
consulting at other area Hospitals.
Reengineering may addresses the patients
complaints about the cafeteria and the
promote the return of results. The Hospital
eventually will become profitable.

EXPANSION STRATEGIES:
Multisite Strategies
Multisegment Strategies
Multiservice Strategies

MULTISITE:
Multisite involve providing the
same service to the same
segment in new location.

MULTISEGMENT:
Multisegment offer strategies
involve offering a same service
at a same location to a new
group of customers.

MULTISERVICE:
Multiservice strategies involve
diversifying into new lines of
business , often in new location.

EXPENSION OPTIONS:
Dr. Reddy and his daughter were turning their
attention in 1995 to three possible methods of
further expansion.
i.
Continue to built and operate more hospitals
like those in Madras and Hyderabad.
ii. The second is to license Apollos name to
hospital and medical centers owned by others.
iii. The third is to create the first health
maintenance organization