The Five Components Of The Aravind Eye Care System

Improved Essays
MARKETING HEALTH CARE SERVICES According to Berkowitz (2010), marketing of services is more challenging because of their unique elements, given that they are not tangible. Services differ from products on five components, which is referred to as the five I’s. The five I’s of services that any health care marketer should recognize are inconsistency, inseparability, intangibility, interaction with consumers, and inventory (Berkowitz, 2010).
INCONSISTENCY
Multiple people such as physicians, surgeons, nurse, and administration staff deliver services in the healthcare field. Therefore, patient delivered services have inherent variability and the delivery of services may change with the individual who delivers the service. According to Berkowitz
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The Aravind Eye Care system is a patient-centered organization. Aravind Eye Care System was started by the founder, Dr.Govindappa Venkataswamy to address the mission to provide service for poor, blind people (Velayudhan et al, 2011). The task set by the founder was to eliminate needless blindness.
Through the Aravind approach, the services offered were originally focused on cataract surgery (Velayudhan et al, 2011). However, after a considerable decision, service was not limited to curable blindness (Velayudhan et al, 2011). Aravind Eye Care decided to offer numerous specialty eye care services. The services include treatment for retinal disorder, cornea disorders, glaucoma, pediatric ophthalmology, neuro-ophthalmology, uvea disorders and low vision (Velayudhan et al, 2011).
The services are centered on efficient, quality eye care. In addition to eye care, the organization implemented a community outreach program, which included a comprehensive eye-screening camp (Velayudhan et al, 2011). The camp initiates four to five screenings each month for different patient groups with different type of eye problems (Velayudhan et al, 2011). For example, a diabetic retinopathy camp for the diabetic community to diagnose and prevent the loss of vision due to diabetic retinopathy (Velayudhan et al,

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