Healthscope's Service Marketing: A Detailed Analysis (HC2112)

This report provides a detailed analysis of Healthscope's service marketing strategies within the Australian healthcare sector. It examines various aspects of the company's operations, including its hospital, medical center, and pathology services. The analysis delves into Healthscope's approach to customer service, patient management, and service encounters, highlighting the importance of quality care and customer satisfaction. The report discusses the company's strategies for patient registration, time management, and customer interaction, as well as the availability of various departments and medical facilities. Furthermore, it explores the significance of service encounters in building customer relationships and the role of managerial implications in enhancing the patient experience. The report concludes with an assessment of Healthscope's marketing efforts and their potential for success in the competitive healthcare market. The report is based on the HC2112 Services Marketing and Relationship Marketing course. It emphasizes the importance of providing quality services and the role of the patient experience in building a strong brand reputation.

Running head: SERVICE MANAGEMENT
SERVICE MANAGEMENT
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Introduction
Healthscope is an Australian organization which offers hospital, medical centre and pathology
services to the customer (Gulati, 2016). It is the Melbourne based company. This company also
offers many psychiatric as well as rehabilitation clinics. This company was established in year of
1985. Since 1994 this healthcare company growth under the private ownership. In order to cater
to patients the company has devised a diversified range of strategies. There are multifarious
prospects that are identified synonymous with the opportunities that the services of the
organisation. The scope of this current essay includes a reflective analysis of service marketing
of Healthscope in Australia.
Analysis
The primary aim of the organisation is to cater to high levels in customer quality. Such high
quality levels of services has been able to provide a good customer base to the Company and
create a solid brand name in the market. In the year of July 2015 this company sales their
Australian pathology division to the Crescent Capital partners. From the very they give quality
services to the customer. Their overall cultures are really good. So that customers are get
attracted towards it. I personally fell that backstage services of this company are very impressive
and with the help of this they can give quality services to their customer (Brodie, 2016). They
give proper treatment to the patient. Their patient management system is really good comparing
to the other hospitals. They have established some patient care plan. With the help of this patient
can get maximum benefit from this healthcare. I have also noticed that they have quality of

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doctors and nurses, so that they can take care of their patient easily. Doctors are patient friendly.
They offer personal nurse for each and every patient. Patient can get everything whatever they
need for the treatment. Medicine stores are also available there. Patient can get each and every
medicine from the medicine store. There are various departments available for the treatment.
Each department also has their specialized doctor. So I personally feel that they can give quality
treatment to their patient. Rooms are very neat and clean. There is also a blood bank. From this
patient can easily get blood whenever needed. No need to go outside of their hospital (Delcourt,
2017). Everything is available inside this. There is also a big canteen in the hospital premises. So
food is not an issue in this hospital. They always provide quality food to their patient. Their
quality control is just exceptional compare to the others. In the medical centre and pathology
centers they have qualified clinicians. So patient can also get maximum benefit from this. There
is also separated tab and proper technology available for the testing (Pizot, 2016).
I have also seen that not only the backstage services front stage services of this health care
company are very impressive too. They offer patient registration over phone. So with the help of
this patient can easily register their name. Proper Time management is also there. Their customer
interaction is just brilliant (Peng, 2017). I have noticed that their customer service executives and
the accountants maintain all the customers’ quarries very efficiently. Patients are informed over
microphone as per schedule timing. Lots of ward boy and help persons there. They can manage
all the customers efficiently. There are also several rooms available for x-ray and other medical
checking. Patient’s rest room is also available. There is also special care available for the serious
patients. Their payment is very easy (Hafid, 2016). Patient can easily pay with credit card, debit

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card etc. Nursing station is also available. Billing procedure is really fast so that they can handle
lots of patient in very short span of time.
Figure 1
Source: (Gulati, 2016)
Service encounter is the process which helps the organizations to satisfy their each and every
customer. A company can develop or improve their services by service encounter (Botha-
Ravyse, 2016). Thus, Healthscope also can be helpful with this process as they can develop their
services in a well manner as they have various services like pathology, independent services,
rehabilitation service etc. With their service encounter the company can directly connect with
their customers as well as patients. There are various types of services by which the patients can
be impressed (Stankunas, 2016). The service encounters can be helpful in terms of directly
involving with the patients such as doing several tests of the patients. The emotional attachment
with the patients of the service encounters can be identified as very important factor as well as

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this has to be maintained in a proper manner in terms of develop the service experience good for
each patient. According to me Healthscope always satisfy their patients as the organization does
not make their patients awaited in terms of providing the medical services. I also feel that the
patients or the customers most of the time get positive experiences from the Healthscope.
Therefore, it can be said that, the company needs to adopt more service encounters with the help
of communicating with their patients. As the organization aims to increase their profits as well as
reputation in the market so they understand the significance of the service encounter. As per my
opinion Healthscope also can take feedbacks from their patients for developing more service
encounters.
Conclusion
As I have discussed earlier these kinds of service encounters need to be used by Healthscope in
terms of attracting the customers. However, the managerial implication has an important role in
the service encounters. With the help of the managerial implications the hospital can gain the
trusts of the patients. Though, the organization give psychologically supports to their patients but
I feel that they can improve this service encounter more to get more positive result. On the other
hand, Healthscope provides all information about the treatment as well as the duration or steps of
the treatment before the patient’s treatment so that the patients do not get irritated. This is the
proper use of managerial implication in their service process. They do not charge huge amount of
money from the patient’s side and this also can be helpful in terms of the customer satisfaction.
There are more systems as well as checks developed by the Healthscope for maintain the all
demands as well as the supplies need of the company, but in this case small efforts have been
adopt in terms of making the services efficient with the help of adding some psychological

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dimensions in the same process (Tretyakova, 2016). I personally feel that the company is totally
loyal with their patients and the patients can get proper pleasant treatments from the company
and these all are the example of managerial implications. Along with this the company is doing
marketing of their services with various kinds of mediums and if the company manages their
services properly then they can gain top place in the healthcare market (Jamous, 2016).

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