siliconindia | | April 20199Example: The Indian Maternity & Neonatology RealmThe Indian maternity & neonatology realm is a classic showcase of the ubiquity of mainstream healthcare oper-ators. While there is an apparent polarity between estab-lished industry leaders and new-age emulators, the need to differentiate remains paramount. With patients giving ut-most priority to logistical considerations such as minimal travel time and traffic, the key to overcoming the growing value dilemma lies in crafting peerless product distinctions and tailoring unique, personalised experiences.Product Differentiation in HealthcareWith healthcare companies owning virtually indistin-guishable service suites, weaker operators are inevitably succumbing to a slow and distinction-less death. There's no doubt that superlative healthcare is seeded in a spir-it of continuous innovation. And yet, it begs the ques-tion; how should one differentiate? Well, in these four ways, certainly. Differentiator 1: BrandThere is no better differentiator than your brand itself. Your brand is a living, breathing representation of your compa-ny; an emblem of your commitment to your customers. By building your brand-up through clinical excellence, tech-nology orientation, clear communication and customer centricity, you can bolster the organisational fabric you've already woven into place. And in turn, you can shine a light on all the resulting success stories.Differentiator 2: Inward Marketing FocusYou've won half your marketing battle when your employ-ees buy into your brand. Your workforce lends faces and names to your organisation, and when you've got a health-care brand that commands a spot on the leadership board, it is vital that you envelop your employees in your brand's ethos and identity. Adopting an inward-focused market-ing approach can help you reimagine your branding par-adigm, and turn your employees into initiators, innovators and influencers. Differentiator 3: Customer ServiceThe anticipation of lightning-fast communication and in-stant gratification has enabled customers across industries to become more democratic and less discriminatory in their buying approach. One cab service charging a premium? Toggle to another. Groceries late to the doorstep? Claim a refund at the touch of a button. For healthcare operators, superior customer service can act like a shield of immu-nity that keeps them unharmed against grievances and complaints. Customer service is an inimitable asset fos-tered through effective training. It takes time to hone and is not something that can be adopted by competing players overnight. In a world where products and services are often considered commodities, customer service becomes imper-ative in distinguishing your brand from the next.Differentiator 4: TechnologyThe healthcare industry, until recently, predominantly used traditional means of communication. However, leading hospitals have changed the game through technological el-evation. From exclusive apps, seamless hospital-to-home experiences and personal relationship managers to on-line payment options, e-lab reports and more, these hos-pitals have underpinned their core competencies with matchless digital service elements pointed at garnering customer loyalty.As Indian healthcare consumers become more discern-ing, established hospitals are leaning towards a customer service paragon rooted equally in healthcare and hospital-ity. This is especially evident in my first example, of the Indian maternity & neonatology arena. Today, expectant and new parents expect a bouquet of experiences as part of their pregnancy programme. With hospital rooms mod-elled on hotel suites, labour delivery wards crafted for both parents, and unrestricted visiting hours, India's foremost woman and child care hospitals are holding a mirror to the unyielding benchmarks set by the hospitality industry. In an era where customer service serves as a symbol of a brand's equity, the healthcare industry is on the anvil of a gentle revolution. As hospitality and healthcare unite into a singular service model, the future promises a healthcare paradigm far removed from traditional archetypes; one where everything starts with customer service. As hospitality and healthcare unite into a singular service model, the future promises a healthcare paradigm far removed from traditional archetypes; one where everything starts with customer service
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