Presentation on Service Marketing concepts relating with Cleveland Hospital in USA. Including all major aspects of services marketing like 1. GAP MODEL 2. Service Marketing Triangle 3. Zone of Tolerance 4. Service Quality Dimensions. 5. Service Blueprint 6. Indian perspective-Wish Mode 7. Practo-Healthcare Startup of India

1. A case of
by James I. Merlino and Ananth Raman 2013
-Issued in Harward Business Review
Health Care’s Service Fanatics
Gaurav Singh Bisen
MBA-Tech Program - Marketing
NMIMS University

2. Presentation Summary
Begin
About
Cleveland
Clinic
Case
Introduction
Service
Triangle
RATER
Model
Service
Recovery
Service
Gaps
Service
Blueprint
Service
Wishmode
Practo in
Healthcare
End

3. Expanding in London & Abu Dhabi
About Cleveland Clinic
Cleveland Clinic is a multi-specialty academic hospital
Started in the year 1921
Amongst top 5 Hospitals in US

4. Service Marketing Triangle
Internal Marketing
Interactive Marketing
External Marketing
Company/Management
(Cleveland Clinic)
“enabling the promise”
“delivering the promise”
“setting the promise”
Employees/Providers
(Doctors, Nurses etc.)
Customers
(Patients)

5. Cleveland: Internal Marketing
• Introducing “Cleveland Clinic Experience” in 2010.
• Publicizing the details of the CMS Survey to all
employees.
• Creating a “Best Practices” department.
• Launching of “Caregiver Celebration’.
• Removing financial incentive for doctors.

6. • A television and radio advertising campaign, “Today”.
• The ‘Patients come first’ initiative.
• Printed materials and an interactive online video for
incoming patients.
• Building an effective mix of Paid, Owned and Earned
media
Cleveland: External Marketing

7. • Complimentary services –Home far away from home (International
Patients)
• Patients enjoy one-stop coordinated care.
• CMS Satisfaction surveys to understand the needs of customers.
• Launching of the HEART Program
• Nurses to ask five questions every hour and nurse managers to hold spot
audits.
Cleveland: Interactive Marketing

8. ZONE OF
TOLERANCE
RATER MODEL
&
ZONE OF TOLERANCE
DESIRED SERVICE
ADEQUATE SERVICE

9. Reliability: Delivering on promise
• Reputed for medical excellence and
holding down costs.
• Best physicians across the hospitals.
• Single department that addresses
issue related to an organ
Overall Reliability & Satisfaction
2008 2009 2010 2011 2012
929089
80
55
RATER- Reliability
ZONE OF TOLERANCE LOW

10. Assurance: Inspiring trust and confidence
• CMS rating - 8%.
• Top 5 for overall quality of care &
heart program.
• Doctors knew patient credentials &
provided effective communication.
• Appropriate communication and
better body language.
Doctors Commitment &
Communication.
2008 2009 2010 2011 2012
63
49
29
18
14
RATER- Assurance
ZONE OF TOLERANCE LOW

11. Tangibles: Representing the service
physically
• Cleaner rooms
• Quieter environment at night.
• Greeters at the door, redesigning its
gowns, improved food services.
• Printed material and interactive
online video describing the hospital
environment.
Room Cleanliness
2008 2009 2010 2011 2012
71
64
47
20
4
RATER- Tangibles
ZONE OF TOLERANCE RELATIVELY HIGH

12. Empathy: Treating customers as
individuals
• Practicing as a caregiver
• Ask questions related to their
needs, pain etc.
• Training to operators to respond
politely on phone.
Pain Management
2008 2009 2010 2011 2012
6164
50
24
10
RATER- Empathy
ZONE OF TOLERANCE LOW

13. Responsiveness: Being willing to help
• Hourly rounds from nurses and doctors.
• Dedicated helpline to book
appointments.
• Efficiently addressing the patient and
family via proper communication.
• Communicating the reasons for them
being disturbed at night.
• Training the personnel's in accordance
to concerns of the patients.
Staff Responsiveness
2008 2009 2010 2011 2012
4039
30
15
4
RATER- Responsiveness
ZONE OF TOLERANCE LOW

14. SERVICE GAP MODEL

15. Cleveland: Service Gap Model
Expected Service
Perceived Service
Service Delivery
Customer Driven
Service Design &
Standards
Management
Perception of
Consumer
Expectations
Ext. Communication to
Customers
Customer
Provider
GAP-1
GAP-2
GAP-3
GAP-4
GAP-5
WOM
Personal Needs
Past Experience

16. GAP IS CLOSED
Gap 1: Not knowing what customer
wants.
• Patients wanted better communication and minute
to minute updates.
• They wanted “Caregivers” to communicate and
interact happily to feel better and safe.
• Hourly rounding on Patients
• Get together sessions for all caregivers at Cleveland.
• Imbibing serve with smile culture

17. GAP IS CLOSED
Gap 2: Not having Right Service Quality
Design & Standards.
• Difficulty in accessing
• Employees unawareness about CMS
• Single phone number & Same day booking facility.
• Publicise the detailed results of the CMS survey.

18. GAP IS CLOSED
Gap 3: Service Quality Specification &
Service Delivery
• Nurses unaware about patients care plans.
• Inefficient Discharge procedure.
• Processes running behind schedule.
• Patientes uninformed about procedure
postponement
• Weekly Huddles of Floor Leaders
• Increasing team cohesion
• Spot Audits by Managers

19. GAP IS CLOSED
Gap 4: Service Delivery & External
Communication
Not adequately educating customers about the
services and accessibility.
Television and Radio Advertising of “Today” Campaign
Printed material & interactive online video

20. Service Encounters & Service
Blueprint

21. Arrival
Reception
Treatment
Discharge
Payment &
Feedback
Service Encounter: Patient Journey

22. Patient Actions
On-stage &
back-stage
contact employee
actions
Support
processes
Components of Service Blueprint

23. Recovering Accepting Choosing Planning Learning Leaving Transitioning
Teaching &
Assessing
Explaining/
Estimating
Providing
options
Discharging Educating Continuing care
Assessing:
Biomedical
Researching
Finalizing doctor’s
orders
Assessing:
functional
Communicating Coordinating
Transmitting
patient info.
EPIC
Patients Actions
Caregiver
actions
Backstage
caregiver actions
Support actions

24. “Patient complaints are inevitable and are a gift - They give us a second chance to make
things right”
SERVICE RECOVERY

25. Service Recovery Program

26. Red Carpet
Treatment &
Apology
Provide help to
the possible
extent and
apologize
Apologise and
Fix/Replace
Apologize and
extend sympathy
Cause of failure
Organisation Patient
Severity of failure
Relatively severe
Relatively mild
Service Recovery Strategy

27. SERVICE WISH MODE

28. Service Wish Mode-Healthcare Sector
Wish it could have been
possible to experience/view the
service/treatment we will get while
visiting a particular doctor/clinic/
hospital.

29. Wish Mode Implementation-India
Kickstart:
2008
Appointment
Scheduler
platform
On-the Go:
App Launch
2013
Integrating
Stand Alone
Clinics
2014-2015:
Expansion in
Indonesia &
Malaysia
Went Social:
Reviews from
Peers
2015:
Acquisition:
Fitho & Genii

30. Enhancing Healthcare Services- Practo
Direct to Customers/Users

31. Enhancing Healthcare Services- Practo
For Doctors/Clinics- B2B
• Register
via tab
• Collecting
Feedback
• Go Green
• Take Offline
• 1st Tab
Free
• 24*7
Reach
• Simplified
Billing
• E-Medical
Reports
• Seasonal
Greetings
• Enhancing
Visibility
• Reach for
patients.
• Featured &
Suggestion
• 24*7 Chat
Facility
• Free
Consultancy
• Suggestions
• FAQ’s

32. Service Blueprint
Physical
Evidence
Customer Actions
On-stage
employee contact
Backstage
Employee
Customer
Support
Prato Website/
App
Report/ SMS/
Emails
Invoice/ Clinic
Photos.
Identification of
problem/
disease
Searching
Doctor, Review
& Suggestion
Book
Appointment
Download App/
Visit Website
Visit The
Doctor/Clinic
Practo
representative
to Schedule
Appointment
Appointment
24*7 facility
Doctor
Availability
Online/Offline
Relevant
medicines &
equipments
Database
Storage &
Cloud Access
ERP Systems
Line of Interaction
Line of Visibility
Line of Internal
Interaction
Feedback
Check Slot
Availability with
Doctor
Treatment by
Doctor
Medicine
Prescription
CRM Software
ex: Freshdesk

33. THANK YOU