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Marketing Mastermind Magazine:
The Three Day Saga at All Saints Hospital
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This case study draws attention to two aspects of services marketing: (a) The importance of configuring a services marketing mix with due care to the people, process and physical evidence dimensions, and (b) The analysis of a service failure situation and finding solutions to the same by using the Servqual Gaps model. The case brings out these aspects through a poignant narrative of the unfortunate death of the protagonist's brother-in-law, due to what was perhaps a situation of inadequate diagnosis and treatment at a well-equipped multi-specialty hospital.

 
 
 

That fateful day, Nath breathed his last at All Saints Hospital, located in one of the major cities in South India. In retrospect, the journey from the time of his accident to death provided enough opportunities and indications that Nath could have been saved from death. Kumar (Nath's brother-in-law) was revisiting the whole episode and wondered as to why he did not take corrective measures to save his sister the agony of heart-rending bereavement.

September 19, 2006, a pleasant winter morning, and Kumar was whistling his way to his office. He had several reasons to be happy. His son had performed well and had secured a distinction in his school. Kumar's appraisal too went very well and he was expecting a promotion. He was, however, jolted from his pleasant reveries and was shocked by a call on his mobile informing that his brother-in-law had met with an accident and was at the All Saints Hospital.

Kumar belonged to a big joint family of Kaveri Bai (Kumar's grandmother). The mega family was planning a get-together for quite some time and had decided on having the gala event in a week's time. The event included pooja and Srinivasa Kalyanam in the style of a marriage spread over a period of three days. Kumar had requested everybody in the family to participate actively in the function. Inviting friends and relatives was one aspect which the family members did individually on behalf of Kumar's grandmother.

 
 
 

Marketing Mastermind Magazine, All Saints Hospital, Services Marketing, Servqual Gaps Model, Healthcare Sectors, Commercial Propositions, Business Models, Demand Management, Business Process Outsourcing, Hospital Industry, Security Services.