Case Study on Apollo Hospitals
Apollo Hospitals – Internationalization Strategy
RedSeer: Thoughts May 2009 S
© 2009 RedSeer Consulting Confidential `and Proprietary Information.
www.redseerconsulting.com Query@redseerconsulting.com © 2009 RedSeer Consulting Confidential and Proprietary Information.
www.redseerconsulting.com.
AGENDA
• Apollo - Background (evolution since inception)
•
Analysis of Apollo’s internationalization strategy
© 2009 RedSeer Consulting Confidential and Proprietary Information.
www.redseerconsulting.com.
2
Apollo Hospitals, started as the first corporate hospital of India, has grown remarkably
1 2
First super-specialty Hospital in India – Early 1980s y
Liberalization and Growth – Late 1980s; early 1990s
3
4
Wide Scale Marketing Efforts
Focus on middle and lower strata of Society
5
Global expansion and local penetration
• 1983 – Dr. Prathap
Reddy established the first ever corporate hospital of t h it l f India – Faced skepticism in his campaign that superspecialty hospital was viable in India – Was able to attract doctors from the west
• 1986 – At the personal urging of Dr. Prathap Reddy, the then Prime th th P i Minister of India, Rajiv Gandhi, liberalized the Hospital Sector
• Apart from individual patient and doctor referrals, which served as primary d i marketing tools in the 1980s, Apollo exercised various print, audio and video marketing tools
•
1990s onwards Till early1990s, the services of Apollo were restricted to the elite strata of society lit t t f i t criticism that its services were not for the masses
• Apollo has already expanded to more than 45 Hospitals and more th 250 d than Apollo Clinics in India and abroad
• Apollo faced
• Has centers of excellence in Sri Lanka, Bangladesh, Ghana, Nepal, Nigeria, Dubai, Qatar, Kuwait, etc.
• Apollo's business began to grow in the 1990s, with the deregulation of the Indian economy, which drastically cut the bureaucratic barriers
RedSeer: Thoughts May 2009 S
© 2009 RedSeer Consulting Confidential `and Proprietary Information.
www.redseerconsulting.com Query@redseerconsulting.com © 2009 RedSeer Consulting Confidential and Proprietary Information.
www.redseerconsulting.com.
AGENDA
• Apollo - Background (evolution since inception)
•
Analysis of Apollo’s internationalization strategy
© 2009 RedSeer Consulting Confidential and Proprietary Information.
www.redseerconsulting.com.
2
Apollo Hospitals, started as the first corporate hospital of India, has grown remarkably
1 2
First super-specialty Hospital in India – Early 1980s y
Liberalization and Growth – Late 1980s; early 1990s
3
4
Wide Scale Marketing Efforts
Focus on middle and lower strata of Society
5
Global expansion and local penetration
• 1983 – Dr. Prathap
Reddy established the first ever corporate hospital of t h it l f India – Faced skepticism in his campaign that superspecialty hospital was viable in India – Was able to attract doctors from the west
• 1986 – At the personal urging of Dr. Prathap Reddy, the then Prime th th P i Minister of India, Rajiv Gandhi, liberalized the Hospital Sector
• Apart from individual patient and doctor referrals, which served as primary d i marketing tools in the 1980s, Apollo exercised various print, audio and video marketing tools
•
1990s onwards Till early1990s, the services of Apollo were restricted to the elite strata of society lit t t f i t criticism that its services were not for the masses
• Apollo has already expanded to more than 45 Hospitals and more th 250 d than Apollo Clinics in India and abroad
• Apollo faced
• Has centers of excellence in Sri Lanka, Bangladesh, Ghana, Nepal, Nigeria, Dubai, Qatar, Kuwait, etc.
• Apollo's business began to grow in the 1990s, with the deregulation of the Indian economy, which drastically cut the bureaucratic barriers