PGPM(Marketing) Batch Sep 2014 / Services Marketing / Dr Miroo Carpenter / How to design service facility

1. PGPM ( Marketing )
Service Management Course
September 2014
Prof S K Palekar
Dr Miroo Carpenter’s Eye Hospital
skpalekar@skpalekar@hotmail.hotmail.com com
+9821046013

2. Situation Analysis – “First Pass”
POSITIVES
 + Reputation in the field of eye surgery and treatment
 + Even in charity and social circles he is known
 + Good location mid-town at Shivaji Park in Mumbai
 + Has money to invest
NEGATIVES
 - Unutilized capacity of Operation theater and equipment
 - Difficult to get low cadre staff
 - Qualified doctors don’t want to join

3. Situation Analysis – “Next Pass”
To create more “expert” work ; and less of “nursing”
 More surgical work and less of nursing work
 Patients should be able to leave without using a bed
Will need to target a specialist niche therapy area
 Means Target Audience as % of total population very small
Will need to utilize his surgery more : need more customers
 Will must break the “service radius”
 Also need a USP why patients should come from all over
Will need to cast his network all over Mumbai
 Possible for him because of his reputation

4. Service Design
involves designing the encounter
and building service scape around it
Encounter Design
Service Layout and Blue Printing
How Much Capacity
skpalekar@hotmail.com +9821046013

5. Encounter Design
The Provider is a combination of People, Space, Equipment
EASY
Customer : Standard Need/ Script
Provider : Standard Skills / Script
DIFFICULT
Customer : Non- Standard Need/ Script
Provider : non- Standard Skills / Script
skpalekar@hotmail.com +9821046013

6. Design for the main encounter first
Servicescape : Space, Interiors, Layout, Equipment
Co-Created
Service :
Surgery
Provider Customer
Location
Capacity
Specialists
In giving
Niche Therapy
Requiring
Niche Therapy

7. Positioning  Marketing Mix
 Target customer, Target application, Target complication
 Patients above 40 with cataract indications
 Process to eliminate those needing a bed pre or post surgery
 What are these patients doing now : current competitors
 Eye surgeons operate in nursing homes and general hospitals
 What is our marketing insight ?
 Cataract removal is needed by most of the aged people
 85% cataract patients do not need pre /post operative care
 A surgical facility designed “only for cataract operation” can be designed
very efficiently and cost can come down dramatically which can be passed on
to the customers.
 What is our offer ? How better than the above competitors ?
 Cataract operations done by “Best doctors “ at only “60% of prevailing price”
and “same day discharge” from the hospital

8. Positioning  Marketing Mix
 Limited Range & Attractive Pricing
 Only cataract operations on patients with no pre/post complications
 Our Price : Rs 10000 / pax vis-à-vis Competition Rs 15000 – 20000
 2 standard processes : with external glasses and with implanted lens
 Service scape
 No bed in the hospital except 1 for emergency
 3 operating theatres of 4 beds each
4 beds are in the “active” operation theater where the surgeons are active
4 beds are in the “preparatory” operation theater where trainee doctors brief the
patients , check them and administer local anesthesia
4 beds are in the “recovery” room where checking and briefing is done and
prescriptions are written and discharge cards are made
 Large and comfortable general waiting lounge.
 For post-operation patients there is a resting lounge for sitting
 Periodic buses are available from Dadar railway station

9. Positioning  Marketing Mix
 Promotion
 Cataract surgery - Most qualified doctors.
 Lowest Prices.
 Same day discharge from the hospital !
 People
 Customers are referred by a network of referring doctors from all over the
city for which they get 15% reference fee.
 Shift Manpower : 1 FRCS surgeon, 2 operating surgeons, 2 trainee doctors.
 Proof
 In the incoming waiting lounge there will be video talking about the quality of
the doctors and procedures undertaken and advantages of daycare surgery so
you can go home the same day.
 There will be pamphlets placed with all affiliated doctors.

10. Positioning  Marketing Mix
 Good Trainee doctors can be attracted by
 Work closely with FRCS surgeons
 Rapidly specialize in eye surgery : high exposure to cases

11. The basis for designing 7Ps and Capacity
Large capacity for continuous but only cataract operations
Co-Created
Service :
Surgery
Provider Customer
Shivaji Park
Large referral network
Specialists
In cataract
surgery
Requiring
Cataract surgery
But not a bed

12. Having designed for the main encounter
use all encounters on customer journey
1. How many types of customers - Buyer Personas - are there ?
2. For each type, what is the typical buying journey ?
3. What is the service process to move them along this journey ?
4. The contact sequence matrix needed to execute this service process?
5. The type of providers required to operationalize these contacts?
6. How will these people work together – the organization chart ?
7. How will such people be recruited, inducted, on-boarded, motivated?
8. What are the metrics that will be used for performance management?
9. How is the resource deployment linked to performance
management ?

13. Service Blueprinting
Designing Visible / Partially visible / Invisible Parts of Servicescape
To plan new services.
To improve existing services
by identify touch points (hot spots) (touch points)
To conduct training and review meeting with providers
skpalekar@hotmail.com +9821046013

14. What does Service blueprinting do ?
 Provides visual display of service delivery
 Breaks down a service into steps or tasks
 Identifies the capacity created for the task : people, space, equipment
 Enables to create job description of providers
 Various scenariors can be created for various customers
 Evidence of service as customer experiences it.
14

15. Template for Facility Blueprinting : Pre, During,
Exit. Plot all external encounters : core and
non-core. Plot all internal interactions
Customer actions
and experiences
Service encounters
“Onstage” Contact
Employee Actions
Line of Visibility for customer
“Backstage”Contact
Employee Actions
Internal Interaction
Support Processes
HP1
Potential hot spot

16. 16
The Pizza restaurant blueprint
E. LAWS, Improving tourism and hospitality services

17. There are always 3 logics
in the Service Design
 Customer Logic
 One window person available 24 x 7 on the phone for queries / help
 Start and end at the appointed time. Waiting room to be cheerful.
 Help available to lead patients out after the operation
 Instructions available in local language
 Communication with the referring doctor … etc
 Technical Logic
 Check for complications arising out of blood sugar and blood pressure
 Anesthesia based on body weight and age and nerves condition
 Anesthesia starts from 20 minutes and ends after 90 minutes
 Right number of the lens as per ophthalmologist recommendation … etc
 Employee Logic
 Changing room … fresh and crisp uniforms ready … facility for taking bath …
 Sterilized equipment ready by 8 am …stacked for the whole day ..
 Right lenses and case papers to be ready by the bedside of each patient …etc

18. Thank You
skpalekar@hotmail.com +9821046013