*PhD, M. Com, Assistant Professor, Balaji Institute of International Business, Sri Balaji Society, Pune
**PhD MBA, Associate Professor, Balaji Institute of International Business, Sri Balaji Society, Pune
***PhD MBA, Deputy Director, Balaji Institute of International Business, Sri Balaji Society, Pune
****PhD, MBA, Amity University, Greater Noida
The case discusses the success story of Apollo Hospital, a private hospital which defined and changed the definition of health care industry of India. Apollo is one of the pioneer players of private health care industry in India started theinnovative concept of the corporatization of healthcare and also defined the attributes of private health care sector.
Before 1980s, most of the Indian hospitals were government hospitals, missionary hospitals or the hospitals run by not-for-profit trust. At that time, the Indian health care industry was a fragmented industry with very few renowned hospitals located only in few big cities of the country.
Dr. Prathap C Reddy established Apollo Hospitals in 1983. Apollo was the first private hospital which bought revolution in the segment of private healthcare. Since from the very beginning, Apollo emerged as a leader in providing Asia's foremost integrated healthcare services.
Apollo is present in all dimensions of healthcare. Apollo group consists of Hospitals, Pharmacies, Primary Care Clinicsand Diagnostic Centers. Apollo is also running Telemedicine units in 10 countries across the worldand also Apollo expand its product mix in Health Insurance and Global Projects Consultancy. Apollo is also running Medical Colleges, Nursing Institutes and also Hospital Management Institutes. Medvarsity is a unique initiative of Apollo in the field of E-Learning and Research Foundation.'ASK Apollo’ is an online consultation portal of Apollo reaches to large number of people through internet.
Unlike others, Apollo spread its presence to different part of country. Famous hospitals like Breach Candy Hospital, Bombay Hospital, and Ganga Ram Hospital etc. focused only on one city, while Apollo expanded its business to many parts of the country and also in other countries. Apollo was alone in this large field for more than 15 years. In this period, Apollo created its brand equity.
Apollo had solid management team which took care of the company while the doctors were given freedom to focus on their work.
Apollo not only concentrates on excellent services but also expands its service mix from time to time by offering various services like hospitals, clinics, health insurance, health care BPO, tele-medicine, pharmacies etc.
Corporatization, Product Mix, Innovation, Accreditation
