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A report submitted in partial fulfillment of the requirements of MBA Program (Class of 2007-2009)
Under the supervision of
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
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
REVIEW OF LITERATURE
INDUSTRY AND COMPANY PROFILE
RESEARCH DESIGN - METHODOLOGY
DATA COLLECTION, TABULATION, ANALYSIS AND INTERPRETATION
7 8 9
SUGGESTIONS CONCLUSTION APPENDIX.
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,
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
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
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,
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.
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 pre20th-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 nonprofit 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.
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
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:
ESI HOSPITALS Ayanavaram Chetpet Choolai K. K. Nagar Pallavaram Thiruvottiyur Villivakkam
GENERAL HOSPITALS Apollo Hospitals Aysha Hospitals Amrit Hospital A. K. N. Nursing Home AVM Medical ENT Research Foundation Balaji Hospitals Bharath Hospital Billroth Hospital B. R. Hospital B. M. Hospital Orthopaedic Dr. Rajan Dental Hospital First Med Hospital Kilpauk Medical College Hospital Hospice Center and Palliative Care
H. M. Hospital Harvey Heart Hospital Hindu Mission Hospital & Blood Bank Hande Hospital Hemophilia Hospital Madras Chapter Institute of Mental Health Institute of Child Health Hospital J. V. Hospital Society
Balakrishna Eye Hospital & Eye Research Center Chennai Kaliappa Hospital
Childs Trust Hospital CSI Rainy Hospital Communicable Hospitals Dr. Rex's Hospital Dr. Duraiswamy Hospital Eye Diseases
K. J. Hospital Kumaran Hospital Kasthuri Hospital K. K. R. ENT. Hospital & Research Institute
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.
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 tierII 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.
• • •
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.
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 FICCIErnst & 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.
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 o 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. The success rate of cardiac bypass in India is 98.7 per cent against 97.5 per cent in the U.S. India's success in 110 bone marrow transplants is 80 per cent. 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:
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.
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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”.
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.
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
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.
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
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 Total number of employees Total number of surgeries Heart surgeries Nuero surgeries Total number of renal transplants Total number of hospitals 10mn Over 10000 280,000 major + 500,000 minor 48,000 – success rate of 98.5% 10,538 Over 5000 45
Source: compiled by Icfai Research Centre, Ahmadabad
SOME LOGOS OF APOLLO HOSPITALS
Apollo’s Business Model
-600 Hospitals -409000 Clients -1400 Doctors
family Health Plan
AHLL Clinics Health Education
-Apollo Health street Technology -Apollo life -med varsity Pharmacies Hospitals Trials own managed Projects -Telemedicine
Location No.of.beds Location No.of.beds Chennai 550 New Delhi 695 Hyderabad 350 Ranchi 100 Chennai 275 New Delhi 153 Hyderabad 75 Pune 202 Hyderguda 43 Jodhpur 65 Vikrampuri 80 Chengannur 161 Madurai 125 Erode 70 Vizag 66 Vijayawada 127 Arangonda 60 Kolkata 160 Tondaropet 40 Mysore 120 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
Own hospitals Ahmadabad 300 Managed Luck now 350 Dhaka 330 Goa 200 Vijayawada 223 Kolkata 200 Raichur 200 Chengannur 139 others 954
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. Mr. Mr. Mr. Mr. Mr. Mr. P. Obul Reddy N. Vaghul Deepak Vaidya Rajkumar Menon T.K. Balaji Habibullah Badsha Steven J Thompson
Mr. Rafeeque Ahamed Mr. Khairil Anuar Abdullah Mr. G Venkatraman The Apollo Group Φ Φ Φ Φ Φ Φ Φ Φ Φ Φ Φ Apollo Hospitals Enterprise Limited Keimed.com Limited Apollo Health and Lifestyle Limited Medvarsity Online Limited Apollo Hospitals Education and Research Foundation Lifetime Wellness International Ltd AHEL Pharmacies Business Online Equipment Services Pvt Ltd Apollo Health Street Limited Apollo Telemedicine Enterprises Limited 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)
Med Varsity Online Limited was incorporated in the year 2000. Backed by two giants, Apollo in medicine and NIIT Limited in the field of electroniceducationMedVarsity 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
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.
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 ℵ ℵ ℵ ℵ
Building a Business Model Design and Architecture of the hospital Planning and Installation of all equipment Human Resource Planning Recruitment and Comprehensive Training
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.
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
• • •
Anesthesiology Cardiology Diagnostics
ℵ ℵ ℵ ℵ ℵ
Laboratory Bio Chemistry Haematology Clinical Pathology Microbiology Dermatology Dialectology ENT Gastroenterology & Hepatology General Surgery / Laparoscopy Hand Surgery/Microsurgery/Plastic Surgery Internal Medicine Minimal Invasive Surgery Neonatology Nephrology Neurosurgery Obstetrics & Gynaecology Ophthalmology Orthopaedics/Traumatology Paediatrics Paediatric Haematology Paediatric Neurosurgery Psychiatry Radiology
ℵ ℵ ℵ ℵ ℵ ℵ ℵ ℵ ℵ ℵ ℵ ℵ ℵ ℵ ℵ ℵ ℵ ℵ ℵ
MRI CT Scan Doppler
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
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
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
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
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.
Sl. No Category Points
1 Quality Indicators 200
2 Clinical Pathways 100
3 Medical Staff 100
4 Sentinel Events 50
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
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.
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.
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
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
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.
QUESTIONNAIRE NAME: AGE: GENDER: OCCUPATION: MALE FEMALE GOVT EMPLOYEES NURSES
PRIVATE CO EMPLOYEES EDUCATIONAL QUALIFICATION: 10TH 12TH POST GRADUATION GRADUATION
less than 100000 PA 200001 – 500000
100001 -200000 ABOVE 500000
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
Is the hospital providing you the latest technology treatment? YES NO Is the hospital has reduce waiting time for out-patient? YES NO 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
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 Journal/August2008 Edition.