Complete analysis of the marketing case of Arvind eye care

1. ARAVIND EYE CARE
Prepared by
Rahul Batra
(140101120)
IMT Ghaziabad

2. ARAVIND EYE CARE
Eye care
Hospitals
Aurolab
ResearchEye bank
Training

3. SERVICE DESIGN
2min
• Registration of the patients
5min
• Vision recording
7min
• Preliminary examination
10min
• Testing of tension and tear duct funstion and
refraction test
12min
• Final examination

4. COMPARISON OF SURGEON PRODUCTIVITY
0 1000 2000 3000
India
Aravind
Bangladesh
Thailand
Indonesia

5. QUALITY OF SERVICE AT THE FREE CENTER
Main
hospital
Reliability
Responsiveness
AssuranceEmpathy
Tangibles
Operations with 95%
success rate
Sent back to the
campsite within 3-
4 days of the
operation,
although there
were long queues
at the hospital
The staff was helpful but
due to lack to staff to
patient ratio, there was a
chaos
The staff was empathetic
as the same staff was
used for both the
hospitals
Free of cost treatment
was being provided to
everyone

6. QUALITY OF SERVICE AT THE MAIN CENTER
Main
hospital
Reliability
Responsiveness
AssuranceEmpathy
Tangibles
Operations with
95% success rate
Post ops
within 3 days
All the operations
performed with full
diligence
Maintina cordial
relations with the
patients
At a cost which was
35% lower than the
market standards

7. STAFF OF ARAVIND
 Trained and educated at the aravind center only
 Empathetic and helpful
 Shifts in both free and main hospital
 Medical preparation and care of the patients
 Managing the camps
 Internal marketing
 Interactive marketing

8. WEAKNESSES
Communication
gap
Reaching through
the business men
was not enough
The benefits of the
treatment could not
be explained
properly
Government bodies
and NGOs were nto
very aware apart
from south of India
Quality of
Doctors
Salary not at par as
per the private
hospital
Operation
camps
The equipments
required were very
expensive and
beyond the reach
Difficult to set-up in
a village
Variance in
occupancy rate
Monday, Tuesday
and Wednesday
overpacked while
Thursday and
Friday a slack

9. RECCOMMENDATIONS
 Keep a unique identification code for the patients
 Use radio as the awareness channel
 Keep the visiting doctors in their free times from
private hospitals
 Offer the doctors a research opportunity which
might lead to benefits in the long run
 Instead of operation camps, some small clinic
should be opened in the villages under the
supervision of sarpanch

10. FEE STRUCTURE
 Consulting fee
Poor Patients : Rs. 0 (free)
Paying patient : Rs. 50 / US $ 1(valid for 3
months)
 Cataract Surgery with IOL (70% of all surgeries)
Poor patients : Rs. 0 (- Rs.250)
Subsidized rate : Rs. 750-1000 (15$)
Regular rate : Rs. 3,500 – 6,000
Phaco Surgery : Rs. 6,500 – 12,000
Affordable fees - Aimed at Middle Income group

11. VISION CENTER
Vision Centre
(Primary Eye Care
 Covers a population of
50,000
 Staffed by Ophthalmic
technicians
 Active case finding at
community level
 Linked to Base Hospital

12. THANK YOU