A STUDY ON BRAND IMAGE OF APOLLO HOSPITALS IN

CHENNAI

A report submitted in partial fulfillment of the requirements of

MBA Program (Class of 2007-2009)

Submitted by

T.GAYATHRI
(7NBCT006)

Under the supervision of

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DECLARATION

I am GAYATHRI hereby declare that the project report entitled A

STUDY ON BRAND IMAGE OF APOLLO HOSPITALS IN CHENNAI submitted to
the ICFAI university in partial fulfillment of the requirements for the award of
the degree of MBA is a record of the original project work done by me
during my period of study at ICFAI NATIONAL COLLEGE GUINDY under the
supervision and guidance of my faulty guide Mr. Lakshmi Narashiman

T.GAYATHRI

(7NBCT006)

ACKNOWLEDGEMENT

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I thank Mr.LAKSHMI NARASHIMSN faculty guide ICFAI NATIONAL COLLEGE
GUINDY for his constant guidance with the project

I sincerely express my thanks to Mr.SIVARAMA SWAMI Center Head of INC

GUINDY for the successful completion of my project.

And also thank my family members and my friends who help to completion of
the project in successful way

Table of contents
s.no Contents Page no
1 INTRODUCTION

2 REVIEW OF LITERATURE

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3 INDUSTRY AND COMPANY PROFILE

4
RESEARCH DESIGN - METHODOLOGY

5
DATA COLLECTION, TABULATION, ANALYSIS AND
INTERPRETATION

6
FINDINGS

7 SUGGESTIONS

8 CONCLUSTION
9
APPENDIX.

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BIBLIOGRAPHY

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 INTRODUCTION

INTRODUCTION

I am very happy that I have been doing this project in Apollo hospitals in
Chennai this is a project done on topic “A STUDY ON BRAND IMAGE OF
APOLLO HOSPITALS IN CHENNAI”

The project entitled topic “A STUDY ON BRAND IMAGE OF APOLLO HOSPITALS

IN CHENNAI”

WHAT IS BRAND IMAGE?

Brand Image includes the totality of consumers' opinions about,
experiences with, and attitudes toward a company or organization and their
brand as compared with that of competitors. Market Street Research often
measures a company's brand image by asking consumers, decision-makers,

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or key markets to rate the company and its competitors on factors they
consider important, such as:

• Overall reputation
• Quality and appeal of products or services
• Convenience (location, hours, etc.)
• Sales and marketing effectiveness
• Customer service
• Delivery
• Timeliness
• Costs
• Resolution of problems and complaints

INDUSTRY PROFILE

A hospital is an institution for health care providing treatment by specialized

staff and equipment, and often but not always providing for longer-term
patient stays.

Today, hospitals are usually funded by the state, health organizations (for
profit or non-profit), health insurances or charities, including direct charitable
donations. In history, however, they were often founded and funded by
religious orders or charitable individuals and leaders. Similarly, modern-day
hospitals are largely staffed by professional physicians, surgeons and nurses,
whereas in history, this work was usually done by the founding religious
orders or by volunteers.

History
A physician visiting the sick in a hospital. German engraving from 1682.

In ancient cultures, religion and medicine were linked. The earliest known
institutions aiming to provide cure were Egyptian temples. Greek temples
dedicated to the healer-god Asclepius might admit the sick, who would wait

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for guidance from the god in a dream. The Romans adopted his worship.
Under his Roman name Æsculapius, he was provided with a temple (291 BC)
on an island in the Tiber in Rome, where similar rites were performed.

Ancient Asia

The Sinhalese (Sri Lankans) are perhaps responsible for introducing the
concept of dedicated hospitals to the world. According to the Mahavamsa,
the ancient chronicle of Sinhalese royalty written in the 6th century A.D.,
King Pandukabhaya (4th century BC) had lying-in-homes and hospitals
(Sivikasotthi-Sala) built in various parts of the country. This is the earliest
documentary evidence we have of institutions specifically dedicated to the
care of the sick anywhere in the world. Mihintale Hospital is perhaps the
oldest in the world.

Institutions created specifically to care for the ill also appeared early in India.
King Ashoka is said to have founded at least 18 hospitals ca. 230 BC, with
physicians and nursing staff, the expense being borne by the royal treasury.
However, there are historians who strictly dispute the claim that Ashoka built
any hospitals at all, and argue that it is based on a mistranslation, with
references to 'rest houses' being mistaken for hospitals. The error is thought
to have occurred because similar edicts and records talk of Ashoka importing
medicinal supplies.

Infrastructure

The surgical, special procedures, radiological, intensive care unit, and patient
rooms typically have medical gases, emergency and normal electrical power;
and heating, air conditioning and ventilation systems.

Electrical

The reliability of the electrical power systems that serve a hospital is

important. In order to provide higher electrical reliability, the National
Institutes of Health, NIH, requires that all secondary substations > 500 kVA at
their Bethesda, MD campus be the spot network type. The spot network
substations cost more than other arrangements.

Information

Pneumatic tube conveying systems are often used to move the actual paper
prescriptions for medicines to the Pharmacies, and to move medicines,

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especially intra-venous, IV, bags to the patient care rooms. Tissue samples
can be sent to the Laboratory. Medical notes can be transcribed, printed, and
then transported via a Pneumatic Tube Conveying System.

As measured by the weight of the item be transferred, the 15 cm (6”)

diameter tube systems have about 225% of the lifting and moving capacity
of a 10 cm (4”) system. When the seals are new, the 10 cm tube carriers will
move a 1 kg (2+ pounds) IV bag. But when the seals on the tube carriers are
worn, the tubes can stop moving in the piping, and require a trained
technician to recover the tube carrier.

Modern hospitals have information infrastructure such as secured patient

information system and PACS.

Etymology

During the middle Ages the hospital could serve other functions, such as
almshouse for the poor, hostel for pilgrims, or hospital school. The name
comes from Latin hospes (host), which is also the root for the English words
hotel, hostel, and hospitality. The modern word hotel derives from the French
word hostel, which featured a silent s, which was eventually removed from
the word. (The circumflex on modern French hotel hints at the vanished s)

Grammar of the word differs slightly depending on the dialect. In the U.S.,
hospital usually requires an article; in Britain and elsewhere, the word is
normally used without an article when it is the object of a preposition and
when referring to a patient ("in/to the hospital" vs. "in/to hospital"); in
Canada, both usages are found.

The word is also similar to Sanskrit word "Ispital" and German "Spital."

Types

Some patients in a hospital come just for diagnosis and/or therapy and then
leave ('outpatients'); while others are 'admitted' and stay overnight or for
several weeks or months ('inpatients'). Hospitals are usually distinguished
from other types of medical facilities by their ability to admit and care for
inpatients.

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General

The best-known type of hospital is the general hospital, which is set up to

deal with many kinds of disease and injury, and typically has an emergency
ward to deal with immediate threats to health and the capacity to dispatch
emergency medical services. A general hospital is typically the major health
care facility in its region, with large numbers of beds for intensive care and
long-term care; and specialized facilities for surgery, plastic surgery,
childbirth, bioassay laboratories, and so forth. Larger cities may have many
different hospitals of varying sizes and facilities.

Specialized

Types of specialized hospitals include trauma centers, rehabilitation

hospitals, children's hospitals, seniors' (geriatric) hospitals, and hospitals for
dealing with specific medical needs such as psychiatric problems (see
psychiatric hospital), certain disease categories, and so forth.

A hospital may be a single building or a campus. (Many hospitals with pre-

20th-century origins began as one building and evolved into campuses.)
Some hospitals are affiliated with universities for medical research and the
training of medical personnel. Worldwide, most hospitals are run on a non-
profit basis by governments or charities. Within the United States, most
hospitals are not-for-profit.

Teaching

A teaching hospital (or university hospital) combines assistance to patients

with teaching to medical students.

Clinics

A medical facility smaller than a hospital is called a clinic, and is often run by
a government agency for health services or a private partnership of
physicians (in nations where private practice is allowed). Clinics generally
provide only outpatient services.

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Departments

Resuscitation room bed after a trauma intervention, showing the highly

technical equipment of modern hospitals.

Empty Chamber and the iron bed in a hospital the city of Kharkov, Ukraine.

Hospitals may have any of the following departments or units:

Behavioral Health Services

Burn unit
Cancer Center

Cardiology
Coronary care unit
Dentistry
o Oral and Maxillofacial Surgery
Dermatology
Dispensary
Emergency Department
o Trauma Center
Gastroenterology
Intensive Care Unit
Internal Medicine
o Endocrinology
o Epidemiology
o Immunology
Laboratory Services
Neurology
Nursing unit
OB/GYN
o Neonatal Intensive Care Unit
Orthopedic Services
Outpatient Department
Pathology
Pediatrics
Pharmacy
Plastic Surgery
Psychiatric ward
Rehabilitation Services

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 Physical Therapy
Post anesthesia care unit
Radiology
Respiratory Therapy
Surgery
Urgent care
Urology

Non-medical departments include:

• Medical records department

• Release of Information department

Hospitals in Chennai

Hospitals in Chennai provide great healthcare facilities to the people in the

city as well as the citizens of India.

There are mainly two types of Hospitals:

• General Hospital: This type of hospital deals with many kinds of

injury and disease. A typical General Hospital has an Emergency Ward
and has the capacity for emergency medical services. It has a number
of beds for Intensive Care. It may also have specialized facilities for
surgery and childbirth.

• Specialized: This category includes trauma centers and children's

hospitals. Specialized hospitals deal with specific special needs like
psychiatric problems.

The lists of Hospitals in Chennai are as follows:

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ESI HOSPITALS

Ayanavaram Pallavaram

Chetpet Thiruvottiyur

Choolai Villivakkam

K. K. Nagar

GENERAL HOSPITALS

Apollo Hospitals Dr. Rajan Dental Hospital

Aysha Hospitals First Med Hospital

Amrit Hospital Kilpauk Medical College Hospital

A. K. N. Nursing Home Hospice and Palliative Care

Center
AVM Medical ENT
Research Foundation H. M. Hospital

Balaji Hospitals Harvey Heart Hospital

Bharath Hospital Hindu Mission Hospital & Blood

Bank
Billroth Hospital
Hande Hospital
B. R. Hospital
Hemophilia Hospital Society
B. M. Orthopaedic Madras Chapter
Hospital
Institute of Mental Health
Balakrishna Eye Hospital
& Eye Research Center Institute of Child Health Hospital

Chennai Kaliappa Hospital J. V. Hospital

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 Childs Trust Hospital K. J. Hospital

CSI Rainy Hospital Kumaran Hospital

Communicable Diseases Kasthuri Hospital

Hospitals
K. K. R. ENT. Hospital & Research
Dr. Rex's Hospital Institute

Dr. Duraiswamy Eye

Hospital

The Specialty Hospitals in Chennai are:

 CSI Kalyani Multi Specialty Hospital

 Dignity Foundation Senior Clients Life Enrichment Services Hospital

TODAY TREND IN INDIA

India's healthcare sector has been growing rapidly and estimated to be worth
US$ 40 billion by 2012, according to Pricewaterhouse Coopers in its report,
'Healthcare in India: Emerging market report 2007'. Revenues from the
healthcare sector account for 5.2 per cent of the GDP, making it the third
largest growth segment in India.

The sector's growth will be driven by the country's growing middle class,
which can afford quality healthcare. Over 150 million Indians have annual
incomes of more than US$ 1,000, and many who work in the business
services sector earn as much as US$ 20,000 a year. Today at least 50 million
Indians can afford to buy Western medicines-a market only 20 per cent
smaller than that of the UK.

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The growing purchasing power of Indian patients is revealed in the increased
business of air ambulance services. Around 365 airlifting worth several
millions of rupees happen in Delhi in a year on average.

If the economy continues to grow faster than the economies of the

developed world, and the literacy rate keeps rising, much of western and
southern India will be middle class by 2020.

To meet this demand, the country needs US$ 50 billion annually for the next
20 years, says a CII study. India needs to add 2 million beds to the existing
1.1 million by 2027, and requires immediate investments of US$ 82 billion.

Funds in the sector have been largely private. In fact, it is believed that the
private sector provides 60 per cent of all outpatient care in India and as
much as 40 per cent of all in-patient care. It is estimated that nearly 70 per
cent of all hospitals and 40 per cent of hospital beds in the country are in the
private sector, says PWC.

Investments

The opportunities presented by the healthcare sector have made it a major

draw for potential investors. The healthcare sector attracted US$ 379 million
in 2006 - 6.3 per cent of the total private equity (PE) investment of US$ 5.93
billion. The PE deals that the sector attracted in 2006 were as large as inputs
into the automotive sector.

• Medical care services provider Apollo Hospitals group will invest about
US$ 235.69 million in the next 18 months to set up 15 hospitals in tier-
II and tier-III cities in India.
• The Indian government plans to invest US$ 177.22 million across the
golden quadrilateral (GQ) project, to develop nearly 140 trauma care
centers on the 6,500 km long north-south and east-west corridors.
• Competitor Fortis Healthcare Ltd will add 28 hospitals to its 12-hospital
chain by 2012.
• George Soros's fund Quantum and Blue Ridge bought 10 per cent in
Fortis Healthcare.
• Manipal Health Systems raised over US$ 20 million equity from IDFC
Private Equity Fund.

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 • Bangalore-based HealthCare Global Enterprises rose over US$ 10
million in equity from IDFC.
• Metropolis Health Services, a diagnostic chain, rose over US$ 8 million
in equity from ICICI Venture.
• Investment firms Apax Partners, IFC and Trinity Capital have invested
over US$ 200 million in hospital firms.

Private healthcare

With private healthcare driving a large chunk of healthcare in India, the stage
is set for private healthcare players to take wing.

 Global Hospitals in Hyderabad, which had a modest beginning as a

150-bed facility dedicated to multi-organ transplantation in Hyderabad,
is set to invest close to US$ 178 million in a couple of years to set up
hospitals in other metropolitan cities.
 Mumbai-based healthcare firm Wockhardt Hospitals is planning to set
up 14 super-specialty hospitals across the country over the next two
years, which could entail an investment of up to US$ 152 million.
 Apollo Hospitals, Asia's largest healthcare group, is planning to expand
its operations by setting up 50 hospitals across the country, including
many in tier-II cities. It will invest US$ 5-9 million in each of the
facilities.

Health insurance

With less than 10 per cent of the population having some sort of health
insurance, the potential market for health insurance is huge. Indian health
insurance business is fast growing at 50 per cent and is expected to continue
growing at this pace. The sector is projected to grow to US$ 5.75 billion by
2010, according to a study by the New Delhi-based PHD Chamber of
Commerce and Industry.

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According to the report by McKinsey on the Indian pharmaceutical
healthcare, one-fifth of India's population is likely to have a medical
insurance by 2015, leading to an estimated increase in consumer spending
on healthcare from US$ 2,054 per household in 2005 to US$ 3514 per
household by 2015.

In some cases, the Government is partnering with the private sector to

provide coverage at a low cost. For instance, the Yashaswini Insurance
scheme, launched in 2002 in Karnataka by a public-private partnership,
provides coverage for major surgical operations, including those pertaining to
pre-existing conditions, to Indian farmers who previously had no access to
insurance.

The Insurance Regulatory and Development Authority (IRDA) have eliminated

tariffs on general insurance as of January 1, 2007. This move is expected to
drive additional growth of private insurance products.

Medical equipment and IT

With the potential of the healthcare sector being what it is, ancillary
industries such as healthcare equipment and information technology in
healthcare are also witnessing a spurt.

The soaring growth projections have prompted foreign medical equipment

makers to float Indian subsidiaries -- 30 of them received import clearances
in 2007 alone. Boston Scientific, Abbott, Becton Dickinson, Guidant,
Medtronic, B Braun, Johnson & Johnson, DePuy, Advanced Medical Optics and
Stryker are among the leading firms, whose Indian subsidiaries received
approvals to import medical devices during the year.

Investments into the medical and surgical instruments segment amount to

US$ 115.29 million over the period August 1991 to April 2007. A recent FICCI-
Ernst & Young study has predicted 15-20 per cent growth for the Indian
medical equipment market and estimated market size to be about US$ 5
billion by 2012.

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Hospitals have realized that information technology (IT) can be an effective
tool towards efficient systems. According to a report by Springboard
Research, India has the fastest growing healthcare IT market in Asia, with an
expected growth rate of 22 per cent, followed closely by China and Vietnam.
In fact, the Indian healthcare technology market is poised to be worth more
than US$ 254 million by 2012.

Medical Tourism

The attraction of high quality healthcare facilities at competitive costs has

been instrumental in a large number of foreign arrivals to access healthcare
services in India. Going by the current pace with which this segment has
been growing, the CII-McKinsey study estimates that revenues from this
segment could touch US$ 2.2 billion by 2012 (from the current figure of US$
333 million).

Indian hospitals are fast becoming the first choice for an increasing number
of foreign tourists. Over 150000 medical tourists travelled to India in 2002
alone, bringing in earnings of US$ 300 million. India's growing reputation as a
major medical tourism destination is attracting more and more visitors from
Gulf countries with many travel agents now offering packages combining
treatment with a vacation.

Beyond cost advantage

However, the Indian healthcare story is not about cost advantage only. It has
a high success rate and a growing credibility.

o Indian specialists have performed over 500,000 major surgeries and

over a million other surgical procedures including cardio-thoracic,
neurological and cancer surgeries, with success rates at par with
international standards.
o The success rate of cardiac bypass in India is 98.7 per cent against
97.5 per cent in the U.S.
o India's success in 110 bone marrow transplants is 80 per cent.
o The success rate in 6,000 renal transplants is 95 per cent.

The Government has also been proactive in encouraging prospects in this

sector with a number of initiatives:

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 • A new category of visa "Medical Visa" ('M'-Visa) has been introduced
which can be given for a specific purpose to foreign tourists coming
into India.
• Guidelines have been formulated by Department of AYUSH prescribing
minimum requirements for Ayurveda and Panchkarma Centers.

Consequently, easy access to visa facilities coupled with the best emerging
medical infrastructure in large and tertiary towns will lead to an increase in
foreign exchange earnings through medical tourism. Annual earnings from
medical tourism are estimated to rise from the current US$ 815.32 million to
US$ 1.87 billion by 2012.

Ratings

In recognition of the quality of healthcare delivery services in India, a number

of Indian hospitals have received accreditation from international agencies
worldwide.

• Five hospitals in India -- Indraprastha Apollo Hospital (New Delhi),

Apollo Hospital (Chennai), Apollo Hospital (Hyderabad), Wockhardt
Hospital (Mumbai) and Shroff Eye Hospital (Mumbai) -- have been
accredited to the leading healthcare accreditation agency in the United
States, Joint Commission International (JCI).
• NHS of the UK has indicated that India is a favored destination for
surgeries.
• The British Standards Institute has now accredited the Delhi-based
Escorts Hospital.
• India's independent credit rating agency CRISIL has assigned a grade
'A' rating to super specialty hospitals like Escorts and multi specialty
hospitals like Apollo.
• Wockhardt Hospital has an exclusive association with Harvard Medical
International, the global arm of Harvard Medical School, the world's
leading medical institution.
• Max Healthcare, in collaboration with Singapore General Hospital, is
into clinical practice, research and training.

How do hospitals brand their services?

According to Walter Landor, one of the leading experts of the advertising
industry, “A brand is a promise. By identifying and authenticating a product
or services it delivers a pledge of satisfaction and quality”.

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A brand is also a collection of perceptions in the minds of the customer.
Hence a brand is something that is intangible and lies in the minds of the
consumer. Different people have different perceptions about medical
treatments and hospitals. By positively influencing these perceptions,
hospitals can attract patients to use their services. It is therefore, extremely
important to understand what a patient is looking for.

While trying to target international tourists and position them correctly to

create a brand, a hospital needs to meet their needs and expectations (which
may be different from the local needs).

Total quality management (TQM)

Today, a patient is looking for the facilities in a hospital as well as its

appearance. The concept of TQM in hospitals is therefore forming the core of
any hospitals today. There is a big difference between the services being
provided by the hospital industry and that are offered by service industry
sector. The cost and the amenities provided to a patient go hand in hand.
One can have a private room, a nurse and a doctor for 24 hours a day, but
the costs are high. The facilities resemble the luxuries of a five star hotel.

The hospitals today, are therefore transforming themselves to cater to world

class patients. The focus is therefore on quality treatment with luxury. This
helps to create a unique brand. Each top class hospitals (Apollo, Wockhardt,
Escorts, etc., are few to name) is trying to attract more and more medical
tourists by developing itself into a super or multi-specialty hospital. These
hospitals have been successful in creating a mark for their services on a
global level.

These days many hospitals are including ayurveda and yoga as special
treatment techniques for their patients. The people in western world are
crazy about these treatments. These are accepted as a healthy way of life.
Hospitals like Apollo and Escorts, famous for heart treatments, have already
adopted the same for their patients. Most of the foreign patients coming to
India are from Asia, Africa, the UK, Europe and the US. For example, nearly
60% of the patients in Escorts hospital are citizens of these countries. The
number of patients from the US and the UK are comparatively low as the
poverty and hygiene is a matter of concern for them. The big hospitals have
the advantage: they’re able to attract patients even from the US or the UK.

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New procedures and treatment techniques are being adopted by Indian
doctors. One can find oneself being treated by the best doctor.

Nowadays, the hospitals have tie ups with reputed guesthouses and hotels to
provide comfort and luxury to patient’s family. The tour operators too are
joining hands so that patient’s family can visit India’s finest tourist spots. The
family can enjoy India’s rich cultural heritage, wonderful architecture and the
scenic beauty. The government, on its part, is trying to rationalize the whole
process and certain amendments are being made in this regard.

Brand positioning a hospital

Positioning a brand would involve creating awareness through advertising

and word of mouth. However, since the target is international patients, a
very large target audience, it is difficult to reach through word of mouth or to
create awareness by direct advertising.

A few techniques are discussed below:

Accreditations and Certifications

Today, every patient is aware about the certifications and looks for
an accredited hospital. This gives hospital brand positioning, especially in
the international arena. Accreditation experts analyze hospital for
everything, from surgical hygiene to various other systems and resources.
Experts also check the credentials of medicine staff and nurses. Joint
Commission International (JCI) is recognized internationally. The
international arm of JCI is Joint commission on Accreditation of healthcare
Organization (JACHO). For providing accreditation, it reviews and checks
the organization. Their checklist includes over 350 standards and they
send a team to re-review the accredited hospitals at three-year intervals.
It has popularity the across the world. Individual countries also have their
own accreditations. International Organization for Standardization (IOS)
certification can also be used as a testimony to the quality of care being
provided by the hospital, as people around the world are aware of the IOS.

Enhance Hospital Website

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 The website should be user-friendly and provide all the
information required to make a decision. Therefore, it is important to
update the content on the website regularly. A dynamic website that
allows questions would definitely provide an edge. A virtual tour would
also be helpful so that prospective clients can see what the hospitals
actually looks like.

Tie-ups with Other Sectors

• Insurance: Tie-ups with international insurance companies make

reimbursement of treatment expenses easier for international
patients. It also shows that hospital maintains certain standards
for patient’s care. Accreditation helps in such cases. In India, it is
not yet mandatory to have insurance tie-ups to be accredited.

Tourism companies: Tie-ups with tourism companies would help attract

more patients as they are active marketers. From patients point of view too,
it is better to deal with tourism companies; since it becomes a one point
contact. Hospitals can thus concentrate on their core business of providing
medical treatment.

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COMPANY PROFILE

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Company profile

Apollo Hospitals Enterprise Limited

Over the years, Apollo Hospitals has also founded various group companies
to empower its flagship company, Apollo Hospitals Enterprise Limited, to
create a healthcare powerhouse that has a leadership position in every
sphere of healthcare.

With nursing and hospital management colleges, pharmacies, diagnostic

clinics, medical transcription services, third-party administration and
telemedicine, Apollo's leadership extends to all aspects of the healthcare
spectrum.

Apollo Hospitals Enterprise Limited was incorporated as a Public Limited

Company in the year 1979. Promoted by Dr. Prathap C Reddy, it is the first
group of hospitals that pioneered the concept of corporate healthcare
delivery in India. AHEL is a listed Company on the Bombay Stock Exchange
(BSE-APLH.BO).

AHEL today, is the leading private sector healthcare provider in Asia and
owns and manages a network of speciality hospitals and clinics, a chain of
Pharmacy retail outlets across the country, and provides Consultancy
Services for commissioning and managing hospitals.
The overview of operations can be summarized as follows:

• Chain of owned and managed hospitals: AHEL has over 26

hospitals of which 14 are client hospitals, managed by professionals
deputed from Apollo.
• Management Consultancy Services: The consultancy division of
AHEL offers Project and Operations Management Consultancy services
to clients varying from to commissioning of a wide range of healthcare
models.

Over the years, Apollo Hospitals has also founded various group companies
to empower its flagship concern, Apollo Hospitals Enterprise Limited, to
create a healthcare powerhouse that has a leadership position in every
sphere of healthcare it has entered.

MISSION of Apollo hospitals group

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Our mission is to bring healthcare of international standards within the reach
of every individual. We are committed to the achievement and maintenance
of excellence in education, research healthcare for the benefit of humanity –
Dr. Prathap C Reddy- Founder Chairman Apollo Hospitals Group

Tagline: Touching lives.

Colour: Green, as it is soothing.

Logo: The logo shows a nurse holding a torch of flame. Nursing plays a
phenomenal role in the delivery of healthcare and the flame is the symbol of
leadership, pioneering and innovation.

Brand Mantra: Not just confines to curative care, but lets people know how
not to fall prey to illness.

Unique features: Trust of patients and providing comprehensive healthcare.

About Apollo Hospitals (2004)

Patients 10mn
Total number of employees Over 10000
Total number of surgeries 280,000 major + 500,000 minor
Heart surgeries 48,000 – success rate of 98.5%
Nuero surgeries 10,538
Total number of renal transplants Over 5000
Total number of hospitals 45

Source: compiled by Icfai Research Centre, Ahmadabad

SOME LOGOS OF APOLLO HOSPITALS

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 Apollo’s Business Model

-600 Hospitals family Health Plan Apollo AHLL Clinics

-409000 Clients
-1400 Doctors Health Education

-Apollo Health street Technology

-Apollo life
-med varsity Pharmacies Hospitals Clinic
Trials own managed Projects
-Telemedicine

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 Location No.of.beds Location No.of.beds Own hospitals
Chennai 550 New Delhi 695 Ahmadabad 300
Hyderabad 350 Ranchi 100 Managed
Chennai 275 New Delhi 153 Luck now 350
Hyderabad 75 Pune 202 Dhaka 330
Hyderguda 43 Jodhpur 65 Goa 200
Vikrampuri 80 Chengannur 161 Vijayawada 223
Madurai 125 Erode 70 Kolkata 200
Vizag 66 Vijayawada 127 Raichur 200
Arangonda 60 Kolkata 160 Chengannur 139
Tondaropet 40 Mysore 120 others 954
Chennai 111 Indore 100
Bilaspur 250 New Delhi 100
Chennai 64 Raichur 150
Colombo 105 others 169
Total 2193 Total 2372
Source: Company, ENAM estimates

Executive Directors

Dr. Prathap C. Reddy (Executive Chairman)

Ms. Preetha Reddy (Managing Director)
Ms. Suneeta Reddy (Executive Director, Finance)
Ms. Sangita Reddy (Executive Director, Operations)

Non-Executive Directors

Mr. P. Obul Reddy

Mr. N. Vaghul
Mr. Deepak Vaidya
Mr. Rajkumar Menon
Mr. T.K. Balaji
Mr. Habibullah Badsha
Mr. Steven J Thompson

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Mr. Rafeeque Ahamed
Mr. Khairil Anuar Abdullah
Mr. G Venkatraman

The Apollo Group

Φ Apollo Hospitals Enterprise Limited

Φ Keimed.com Limited
Φ Apollo Health and Lifestyle Limited
Φ Medvarsity Online Limited
Φ Apollo Hospitals Education and Research Foundation
Φ Lifetime Wellness International Ltd
Φ AHEL Pharmacies Business
Φ Online Equipment Services Pvt Ltd
Φ Apollo Health Street Limited
Φ Apollo Telemedicine Enterprises Limited
Φ Family Health Plan Limited

Source: www.apollohospitalgroup.com

Apollo Health Street Incorporated

Apollo Health Street, a global Healthcare services company of the Apollo

group offers Business Process Outsourcing and IT solutions and services to
a global clientele. AHSL was incorporated in the year 1999 with the
objective of establishing a Technology Applications Development
Company for the Healthcare Industry while being able to service and
network Apollo and its various businesses in healthcare.

Apollo Pharmacies

Apollo Pharmacies is the largest retail pharmacy chain in India. Apollo has
over 70 round-the-clock retail outlets in India striving to maintain a stock
of prescription drugs, OTC medicines and other health and body-care
related products. Additionally, the retail business is moving towards
offering e-prescription based services to the end user and the doctor.

Med Varsity Online Limited (MOL)

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Med Varsity Online Limited was incorporated in the year 2000. Backed by
two giants, Apollo in medicine and NIIT Limited in the field of electronic-
educationMedVarsity act as a catalyst for students and is complementary
to the existing education system in the country. It has developed in-house,
over 1500 hours of medical content that is accessible to the medical
community anytime and anywhere. Med Varsity today addresses the
needs of over 5000 doctors across India.

Apollo Telemedicine Enterprises Limited (ATEL)

Apollo Telemedicine Enterprises Limited was incorporated in the year

1999, with the aim of developing the ‘Apollo Telemedicine Network’. The
Apollo Telemedicine Network allows the participant sites to collaborate
with institutions in the country and abroad and provides their clientele
access to better healthcare in areas not adequately served by the medical
community.

Family Health Plan Limited (FHP)

Family Health Plan was developed in response to the overwhelming need

for cost-effective healthcare financing options. The company, in existence
in the healthcare insurance sector for over a decade, initiated the concept
of ‘managed care’ in the country to control spiraling medical costs, and to
make facilities accessible. It’s the largest Third Party Administrator (TPA)
in Asia. It is affiliated to 1700 major corporate and manages 4.7 million
lives.

Apollo Heart Centre

In order to give shape to Apollo Hospitals goal of propagating the concept

of well-being through preventive healthcare, a specialized centre focusing

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on fostering cardiac health has been launched. This specialized centre is a
pioneer in providing diagnostic services in a spacious and elegant
environment. This centre was inaugurated at Greams Road, Chennai on
14th April 2006.

The Apollo Heart Centre advocates prevention rather than treatment and
offers specialized, customized and comprehensive health packages,
including services such as the 64 slice CT Angio scan that, in a non
invasive manner, provides a very accurate image of the heart and detects
narrowing of the cardiac blood vessels. Timely preventive health checks
could logically forestall major complications, improve chances of full
recovery and prove extremely cost effective

Online Hospital Equipment Services Private Limited (Equipment

World)

The newest group venture 'Equipment World' is an electronic equipment

exchange for medical devices and high-end technology products used in
the delivery of medical care. It sources and selects high-end medical
equipment, catalogues and provides expert advice and services on
technology, techno-commercial issues

Apollo Healthcare Consulting Services

Hospital management services

Through its Projects and Consultancy division, Apollo now manages more
than 30 hospitals - a number that is increasing at a rapid rate. It assists
new and existing hospitals in their day-to-day activities. All managed
hospitals become part of the Apollo network and benefit from central
marketing and purchasing programmers. The Apollo managed hospitals
network is present across India and the following international locations
like Nigeria, Kuwait, Yemen, Colombo and Dhaka.

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Services include:

Human resource recruitment and management

Medical equipment outsourcing
Increasing business prospects in domestic and international
geographies
Improving billing rates per assignment
Establishment of medical, nursing and administrative protocols
Preparation of Operating Protocols/Manuals
Institution of Medical Auditing & Budgetary Control
Implementation of robust MIS/HIS
Provision of assistance in obtaining ISO and other international
certifications
Conducting of CME's

Project consultancy services

The consultancy division also provides project consultancy service in

setting up hospital projects in many countries. Pre-commissioning services
include:

ℵ Building a Business Model

ℵ Design and Architecture of the hospital
ℵ Planning and Installation of all equipment
ℵ Human Resource Planning
ℵ Recruitment and Comprehensive Training

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 Acrossthe Healthcare Spectrum

Performance Improvement Services

Apollo's Projects Management and Consultancy division enables hospitals

to improve their performance on numerous services, clinical and
administrative parameters.

These include:

• Administrative Support
• Nursing Skills Development
• Medical Equipment Consultancy
• Service Quality and Clinical
• Improvement Consulting

• Laboratory Consulting Services

Apollo Hospitals, the largest healthcare group in Asia.

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 With over 8000 beds in more than 41 hospitals, a string of nursing and
hospital management colleges and dual lifelines of pharmacies and
diagnostic clinics providing a safety net across Asia, Apollo Hospitals is a
healthcare powerhouse you can trust with your life. At Apollo Hospitals we
unite exceptional clinical success rates and superior technology with
centuries-old traditions of Eastern care and warmth, as we truly believe the
world is our extended family-something our 14 million patients from 55
countries can warmly affirm.

SPECIALITIES LIST

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• Anesthesiology
• Cardiology
• Diagnostics
ℵ Laboratory
ℵ Bio Chemistry
ℵ Haematology
ℵ Clinical Pathology
ℵ Microbiology
• Medical specialties
ℵ Dermatology
ℵ Dialectology
ℵ ENT
ℵ Gastroenterology & Hepatology
ℵ General Surgery / Laparoscopy
ℵ Hand Surgery/Microsurgery/Plastic Surgery
ℵ Internal Medicine
ℵ Minimal Invasive Surgery
ℵ Neonatology
ℵ Nephrology
ℵ Neurosurgery
ℵ Obstetrics & Gynaecology
ℵ Ophthalmology
ℵ Orthopaedics/Traumatology
ℵ Paediatrics
ℵ Paediatric Haematology
ℵ Paediatric Neurosurgery
ℵ Psychiatry
ℵ Radiology
 MRI
 CT Scan
 Doppler

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AWARDS AND ACCOLADES

Over the years, Apollo has received many awards and accolades in recognition
of its pioneering achievements in Indian healthcare.

Ξ Apollo Hospitals, Chennai & Hyderabad have won healthcare

awards, 2008 instituted by the Express Healthcare Publications
(The Indian Express Group).
The awards received include :

o Apollo Hospitals Chennai-Overall Best Hospital of the year

o Apollo Hospital Chennai - Operational Excellence
o Apollo Specialty Hospital, Chennai - Leveraging Global Opportunity
o Apollo Health City Hyderabad - Sustained Growth
o Apollo Health City Hyderabad- Patient Care
Ξ Apollo Hospitals, Chennai rated 'Best Private Sector Hospital' in
India by The Week magazine for 2003, 2004 and 2007.
Ξ Apollo Hospitals recognized as a 'Super brand of India' in the
healthcare sector for 2003 and 2004
Ξ Apollo Clinics awarded Franchisor of the Year for 2003 and 2004
Ξ Asia-Pacific BioBusiness Leadership Award 2005 to Dr. Prathap C.
Reddy, Founder Chairman Apollo hospitals group.
Ξ Modern Medicare Excellence Award 2006-07" award to Dr.Prathap
C Reddy, Founder Chairman, Apollo Hospitals Group, by ICICI
Group, to honor outstanding achievements in the healthcare
industry
Ξ Save a Child's Heart (SACH) - runner-up in the 'Corporate
Governance' category at Hospital Management Asia 2004, a major
hospital expo in Bangkok, Thailand
Ξ Avaya Global Connect award for the second successive year, in
2006, to Apollo Hospitals, Hyderabad for customer responsiveness

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 in the healthcare sector based on a nationwide polling exercise.

Quality Driven Approach: Accreditations

Accreditations

Joint Commission International Accreditation

The Joint Commission International (JCI) is a U.S based accreditation body

dedicated to improving healthcare quality and safety around the world. The
accreditation is an international gold standard for hospitals and has been so
far achieved by only 24 hospitals in the world.

The Apollo hospitals group achieved the unique distinction of achieving

accreditation for four of its hospitals at Delhi, Chennai, Hyderabad and
Ludhiana in quick succession. Indraprastha Apollo hospitals Delhi became the
first hospital in India, while Apollo Hospitals Chennai became the first hospital
in South India to achieve this unique and coveted accreditation.

JCI works directly with healthcare organizations to achieve their goals of

providing quality clinical care and services in safe, efficient and well-managed
facilities.

JCI assesses through a rigorous on site survey process, a healthcare

provider’s quality in the following key areas -

• Access to health care

• Health Assessment and care processes
• Education and rights of individuals
• Management of information and human resources
• Safety of facility
• Infection control
• Collaborative integrated management
• Facility management

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 • Performance Measurement

Medical Milestones

• Employs over 4000 specialists and super-specialists and 3000 medical

officers spanning 53 clinical departments in patient care
• Achieved a 99.6% success rate in cardiac bypass surgeries, over 91%
of these were beating heart surgeries
• Conducted over 55,000 cardiac surgeries - one of only 10 hospitals in
the world to achieve these volumes
• First Indian hospital group to introduce new techniques in Coronary
Angioplasty, Stereotactic Radiotherapy and Radio surgery
• Performed over 7,50,000 major surgeries and over 10,00,000 minor
surgical procedures with exceptional clinical outcomes

• Pioneered orthopaedic procedures like hip and knee replacements, the

Illizarov procedure and the Birmingham hip re-surfacing technique
• Pioneered the concept of preventive healthcare in India successfully
completed over 700,000 Preventive Health Checks
• First hospital group to bring the 64 Slice CT-Angio scan system.
• First hospital group in South-East Asia to introduce the 16 Slice PET-CT
Scan
• First to perform liver, multi-organ and cord blood transplants in India
• Equipped with the largest and most sophisticated sleep laboratory in
the world

Quality assurance

ACE Model
The Apollo Clinical Excellence (ACE) Model has been conceived by the

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Apollo Hospitals group in order to ensure that international healthcare
standards are met and maintained across all the hospitals in the group.

Concept of ACE
The key areas that determine the quality of services provided at a
healthcare facility are -

• Clinical professionals
• Support personnel
• Equipment
• Patients
• Environment of care

The following parameters are taken into consideration in rating the

quality and standards of the hospitals within the group.

• Quality Indicators of clinical processes, outcomes and infection

control
• Analysis of Sentinel events and Root Cause Analysis
• Clinical staff credentials, appraisals, privileging for senior staff, job
descriptions for junior staff and training of all in resuscitative
techniques
• Collaborative governance through multi-disciplinary committees
• Effective utilization of resources through implementation of clinical
pathways

An ACE Model Scoring System is used, as shown below, to rate the

hospitals in the above mentioned parameters. The total scores for each
category are indicated below.

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 Sl. No

Category

Points

Quality
Indicators

200

Clinical
Pathways

100

Medical Staff

100

Sentinel
Events

50

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Vertebra brand consultants for Apollo Hospitals

Brand equity building specialist, Vertebrand will give to Asia's healthcare

major AHEL for their expansion and brand-building exercise. The idea is to
brand the image of the hospital way above practicing doctors and the
available facilities.

APOLLO GROUP’S new partnership with Vertebrand comes alongside AHEL’s

recent announcement to entail a fresh investment of Rs 1,446 crores over
the next two years. In view of their plan to add over 2,000 beds to the
existing 10,000 beds and another 3,000 beds by acquiring small and medium
sized hospitals, the company wants to reinforce its strength as a premier
healthcare provider and to promote a strong brand identity in the healthcare
sector.

“Our involvement with the Apollo Group would be to leverage an organized

brand-building programme for AHEL. This would be worked out for the
existing AHEL hospitals and those in the pipeline,” said the managing
director of Vertebrand, Raghu B Viswanath.

According to the managing director of AHEL, Preetha Reddy, AHEL’s new

brand-building exercise in its 25-year history will make a big difference to
healthcare focus and delivery. Apollo Hospitals is among the most trusted
healthcare providers today and the company is now looking at expansion
based on the strength of the brand, she said.

Viswanath said that branding the identity for a premier group of hospitals like
Apollo becomes very vital because of the hectic activity in the healthcare
space with reference to several international players coming into the picture.
“The idea is to brand the image of the hospital way above practicing doctors
and the available facilities,” he felt.

The Apollo Group is the first corporate major in the healthcare sector that
Vertebrand is handling. Vertebrand has worked with leading brands like

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Subhiksha, Nilgiri’s and W in the retail sector, the Taj Group in the hospitality
sector, Murugappa Group (TI Cycles) and HP in the IT sector, among others.

Vertebrand has developed an innovative brand building exercise tool known

as V Touch that can be incorporated to suit any organization in the service
sector. The same would be integrated to the brand building strategies for
AHEL, informed Viswanath. The consulting tool measures the service
excellence of a brand in the service sector such as retail, hospitality, and
healthcare and so on. V tool is said to provide far more flexibility than other
branding models in the world as it is developed internally while considering
all aspects of the branding exercise, Viswanath added.

About Vertebrand:

Vertebrand has a real edge that comes from the composition of our
personnel. Thanks to a unique combination of left-brain and right-brain
thinking, we have the capacity to add a creative edge that stems from our
scientific core. We have more than our share of engineers from IIT’s and
MBAs from IIMs and other premier business institutes. However, we also have
people with a strong background in branding and marketing creativity from
some of India’s top advertising agencies. This unique combination of
scientific process and right-brain thinking results in solutions that are
innovative, unusual and workable.

Apollo is Super brand

Apollo Hospitals, the healthcare service provider, is now recognized as a

‘Super brand of India’ in the Healthcare Sector, for the year 2003.

The brand has been selected out of a national list of 711 brands across 95
categories. The selection was undertaken by an independent Super brands
Council, comprised of India’s leading Marketing and advertising
professionals.

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The Apollo Hospitals Group is the third largest health service provider in the
world. The group is present in over 37 locations in India. Some of the
segments where Apollo is present are, hospitals and clinics, pharmacies, IT
Outsourcing and medical education. To reach out to the rural populace,
Apollo has a special division called Telemedicine. The Family Health Plan is
covered under the Apollo Hospital Management Projects and Insurance.

Today, Apollo Hospitals is a name synonymous with superior medical

technology and superior service quality. It has worked towards providing the
best service to those who come to their hospitals.

The team of doctors associated with the Apollo Hospitals is recognized in

their respective fields, both within India and abroad. The Apollo team of
doctors and medical assistants provide world class treatment, care and
support to patients who go to them.

Commenting on the Super brand status, Dr. Prathap C. Reddy, Chairman,

Apollo Hospitals said, “Apollo Hospitals has always believed in providing the
best service and treatment to its patients. Over the last twenty years, we
have worked towards being among the top five healthcare service providers
in the world. With our thrust on medical technology and superior service, we
have been well recognized in India and abroad. Being adjudged as a Super
brand in the healthcare sector has reinforced our determination to become
the best healthcare provider in the world.”

The Apollo Hospitals has been adjudged a Super brand for the following
reasons:

• Apollo’s exceptional status as a brand with existing and potential

customers, media, suppliers and joint venture partners.
• The large mind share it enjoys when compared to other names and
brands in the healthcare sector.
• The significant emotional advantage the brand provides. - Apollo’s
business presentation and approach in India and abroad.
• Apollo Hospitals has continuously worked towards making its presence
felt nationwide.
• Apollo is present in every sphere of the healthcare space such as
hospitals, clinics, ITES and pharmacies.

Apollo Hospitals continued to maintain its growth momentum during the year
2002-03 registering an impressive growth in its turnover and profits. The
turnover increased by 19% from Rs. 377 Crore to Rs. 448 Crore.

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Super brands is a concept that started 10 years ago in the UK to chronicle
case studies of exceptional brands; to pay tribute to them and their brand
guardians. The concept has been replicated in over 26 countries; some of
them are Australia, France, Hong Kong, US, UAE, Malaysia and India.

The criteria the Super brands Council adopted do not anything to do with
market share, but more with the brand image and perception. The
influencing factors were largely the brands’ mind dominance, goodwill,
consumer loyalty and emotional bonding.

OBJECTIVES & SCOPE OF WORK

1. To study about people perception about Apollo hospital in Chennai.

2. To identify the factors that influence people to choose the Apollo

hospital for treatment.

3. To study the various service provided by Apollo hospital and their

impact towards patient whether they aware of the treatment offered by
hospitals.

From this study the researcher, will come to know about people perception
about Apollo hospital in Chennai. What they need from the hospitals in
addition to services provided by them and whether they satisfied with the
present service provide by Apollo hospitals in Chennai.

DESIGINING THE RESEARCH METHODOLOGY

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Research methodology depends, to a large extent, on the target population,
and how easy or difficult to access it is.

The major parts of the research methodology are:

• Research method – secondary and primary

• Sampling plan

• Questionnaire design

• Field work plan

• Analysis plan

Secondary and primary research

• Secondary research is any information we may use, but which

has not been specifically collected for the current marketing
research.

• This includes published sources of data, periodicals, newspaper

reports, and nowadays, the internet.

• Primary research can be defined as research which involves

collecting information specifically for the study on hand, from
the actual sources such as consumers, dealers or other entities
involved in the research.

Sampling plan

This is the statement of what will be the sample composition and size. This is
the most critical of all decisions in the marketing research process, because
we are usually trying to make a statement about the target population based
on our study of the sample.

The researcher going to prepare a questionnaire of around 10 questions. The

researcher going to meet at least 100 persons who loyal to single hospitals,
who not loyal to single hospitals, and they can change hospitals according to

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their need and financial status. The researcher going to find what the main
reason for them to change of hospitals.

The researcher going to use SPSS (statistical package for social science)
package for getting result to interpret the information collected from the
public.

Methodology

• Primary data: through questionnaire

• Collecting information through

1. Questionnaires

2. Face-to-face interviews

3. Internet

Sample composition

Patients of Apollo hospitals as well as from some of the other hospitals

patients.

Sample size

• Convenience sampling: No sampling technique was employed in

arriving at a sample size. It is a convenience sampling our use.

• Public sample size-100 (75% Apollo + 25% others).

PROBABLE SOURCES OF LITERATURE REVIEW

The researcher going to collect information about the hospitals in

official hospital websites and the researcher going to refer magazines and
journals of ICFAI publications and other publications.

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QUESTIONNAIRE

NAME:

AGE:

GENDER: MALE FEMALE

OCCUPATION: STUDENT GOVT EMPLOYEES NURSES

PRIVATE CO EMPLOYEES

EDUCATIONAL QUALIFICATION: 10TH 12TH GRADUATION

POST GRADUATION

ANNUAL INCOME: less than 100000 PA 100001 -200000

200001 – 500000 ABOVE 500000

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1. Are you concern about going to same hospital?
YES NO

2. Are you going to regular checkup?

YES NO

If yes, specify the name –

3. If Yes to question 2. How many times a year?

4. Is the hospital providing you the best service?
YES NO

5. Is the hospital providing you the latest technology treatment?

YES NO

6. Is the hospital has reduce waiting time for out-patient?

YES NO

7. Whether hospital provides you best accommodation?

YES NO

8. Is the hospital is having enough No.of.Nurses to serve the patient?

YES NO

9. Is the hospital is charging more cost compare for treatment compare to other
hospitals?
YES NO

10.Is the hospital is having enough No.of.Doctors to treat the patient?

YES NO

11.Is the hospital is having enough No.of.rooms for the patient?

YES NO

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 12.Is the hospital is having enough No.of.medicines available?
YES NO

THANKYOU FOR YOUR COOPERATION

References:

• Marketing mastermind/ICFAI Journal/june2008 edition.

• Brand Image of Indian Hospitals/Advertising Express/ICFAI
Journal/August2008 Edition.