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Health care means a wide and intensive form of services, which will be related to well being of human beings. Health Care is a social sector. Health Care services are provided at state level with the help of central government. Health care is a wide and intensive industry, which covers Hospitals, Health Insurances, Medical software, Health- equipments and Pharmacy in it.
Major inputs of health care industry The major inputs of health care industries are as listed below: I. II III. IV. Hospitals Medical insurance Medical software Health equipments
Overview of health care sector in India: India’s healthcare sector has made impressive strides in recent years. It has transformed to a US$ 17 billion industry and is surging ahead with an annual growth rate of 13% a year. The healthcare industry in India expected to grow in size to Rs 270,000 core by 2012. The healthcare industry employs over four million people, which makes it one of the largest service sectors in the economy of our country. Healthcare is dependent on the people served; India’s huge population of a billion people represents a big opportunity. People are spending more on healthcare. The rise in literacy rate; the higher levels of income; and an increased awareness through the deep penetration of media, has constituted to greater attention being paid to health. India has a very low density of doctors. Infant mortality is amongst the highest in India.
SERVICE SECTOR MANAGEMENT
Hospitals in India are running at 80-90% occupancy. Major corporations like the Tatas, Apollo Group, Fortis, Max, Wockhardt, Piramal, Duncan, Ispat, Escorts have made significant investments in setting up state-of–the-art private hospitals in cities like Mumbai, New Delhi, Chennai and Hyderabad. Good Healthcare in India is in extreme short supply and it is this gap that Corporate are looking to plug. Most users of healthcare prefer private services to government ones. The private Healthcare segment has grown into a formidable industry estimated to be Rs.8,00,000 crores. Using the latest technical equipment and the services of highly skilled medical personnel these hospitals are in a position to provide a variety of general as well as specialists’ services. “India is well positioned to tap the top end of the $3 trillion global healthcare industry because of the facilities and services it offers, and by leveraging the brand equity of Indian healthcare professionals across the globe”, said Vinod Khanna, Union Minister of State for External Affairs. The Government of India places top priority to healthcare in the national agenda. It is very serious about encouraging indigenous R&D and creation of human capital. This would improve the quality of life of our people, leading to greater socioeconomic progress of the country. As medical costs sky rocket in the developed world, countries like India have immense potential for what is called "Medical Tourism", highlighted Harpal Singh, Conference Chairman, in his theme address. “India, with outstanding human resource talent and the setting up of world class medical facilities, was now poised to take leadership in the fast emerging arena of healthcare management which is witnessing the first signs of globalization”.
SERVICE SECTOR MANAGEMENT
Market Overview India has a fairly comprehensive healthcare system comprising of government and private service providers. However, the system reaches barely fifty percent of the population – mainly on account of general infrastructure bottlenecks. The country lags behind international standards on basic healthcare infrastructure and facilities. India has 94 beds per 100,000 population as compared to the WHO norm of 333 beds per 100,000. The density of doctors is also low. There are only 43 doctors for a population of 10,000. Size of Market India's healthcare industry is estimated at Rs 1000 billion. Of this, pharmaceuticals account for Rs 200 billion. As per some estimates, Rs 185 billion is spent on healthcare annually. On average, Indian families spend 600 per month on healthcare which is 11% of the household income, showing that they are willing to spend provided the service they get is of high standard. According to The World Health Report 2000, India's health expenditure is 5.2% of its GDP. Public and private health expenditure is 13% and 87% respectively. CII-McKinsey Study A joint study "Healthcare in India: The Road Ahead" done by the Confederation of Indian Industry and McKinsey & Company in 2002 mentions that India has 1.5 beds per 1000 people while China, Brazil & Thailand have an average of 4.3 beds. The study projects that changing demographic and disease profiles and rising treatment costs will result in healthcare spending more than doubling over the next 10 years. Private healthcare will be the largest component of this spending in 2012, rising to Rs 1560 billion from the current level of Rs 690 billion. In addition, public spending could double from Rs 170 billion if the Government reaches its target spending level of 2% of the GDP, up from 0.9% today.
SERVICE SECTOR MANAGEMENT
The other governments of other states should take up a cue from the Maharashtra government. Setting up hospitals is not an easy task. Healthcare is the neglected field. Concessions can be limited to first five years or so. To improve healthcare facilities we have to provide special assistance to private healthcare sector. In the rural areas one village has only one doctor. SERVICE SECTOR MANAGEMENT 4 . The World Bank can make available funds of around Rs 700 crore for state health systems and development projects. The amount of hospitals in India is very less when compared to the other developed countries. In India even after 53 years of independence we all have to accept that government has failed to provide basic healthcare. Government later on gets back revenue in the form of tax when these institutions start making profits. Even the urban areas do not have enough medical facilities. It can be in the form of free land for small hospitals at district levels or concession in power tariff. in setting up similar Joint ventures all over the state with the assistance of World Bank. The reality in private healthcare sector is that as an industry it has long gestation period and so most of the bigger projects fail. Economic factors The Indian healthcare is the next boom in the country after the IT euphoria. Government has to give certain concessions to private health sector. only meant for slogans by our politicians. Maharashtra government is playing an important role in the development of the hospital sector. who may not be very well qualified.PEST ANALYSIS Political factors Most of the healthy nations are also wealthy nations.
quick distribution and reliable image transfers. 5. Teach hygiene. Certain percentages of beds have to be kept for poor people.g. waste blood etc. sanitation among the poor masses. 7. This is because of the high cost related to it. This in turn will increase the employment opportunities to many people. Safe disposal of hospitals wastes like used injection needles. Look after the needs of local poor people. medical records. 2. However this may all change because of the increasing deployment of third party payment either in the form of Medical and Allied Insurance. quality. network communications. and taking due care of environment. In brief the social aspect of hospitals industry is to see that latest treatment and medicines are available to people at large at concessional rates or free of cost and that its activities are not only restricted to rich people. The technologies today can support vast databases. Open counseling and relief centers. and accessibility of health care. 4. Spreading awareness about various diseases through campaigns and free medical check ups. or in the form of reimbursements from the State. Innovations such as computer based hospital information systems. Social Factors 1. decision support systems. Technological Factors We are witnessing Information technologies transforming the way health care shall be delivered. in Bombay 20% of beds has to be kept reserved for poor people. real time image transfers and newer ways of distributing health information to consumers are beginning to affect the cost. 6. E. health information networks. telemedicine.The people in India do not avail of the hospital facilities very soon. 3. SERVICE SECTOR MANAGEMENT 5 .
Most hospitals today are trying to provide all ultra facilities and are in the process of making state of the art hospitals. for the training research. maternity and trauma/critical care. However. However this may not be true for private hospitals. preventive. With time the classes and quality of hospitals have changed a lot today. oncology. The corporate hospital sector is most evolved in the south while charitable/trust hospitals proliferate in the west.INTRODUCTION TO HOSPITALS Until the early 1980s. Hospitals are not for profit making. the north and east are also showing a growing trend in private hospital expansion. WHO states that hospitals are socio-medical organization whose functions are: Curative. SERVICE SECTOR MANAGEMENT 6 . nephrology. They employ 80% of the country’s medical personnel. orthopaedics. they are social institution to make available to society the required Medicare services. patient services and training of health workers in biosocial research. Key therapeutic areas are cardiology. promoting health care activities and to some extent a center helping biosocial research. Today hospitals are a place of diagnosis and treatment of human ills. The private sector accounts for 70% of primary medical care and 40% of all hospital care in India. geriatrics. Hospitals provide the infrastructure facility to healthcare. Most large trust and corporate hospitals have invested in modern equipment and focus on super-specialties. The last two decades have seen the mushrooming of corporate and privately run hospitals. Government-run hospitals and those operated by charitable organizations.
Unani Homeopath Others • • • SERVICE SECTOR MANAGEMENT 7 . On the basis of PATH OF TREATMENT. there are four types: Government hospital. Special hospitals for specialized services in one or few selected areas. 1. there are: • • Allopath which is the system promoted under the English system. • • 2. Charitable trusts also runs hospitals. • • • 3. path and size. which is partially shared by the government. General hospital for treating general ailments. ownership. • On the basis of the OBJECTIVE there are three types: Teaching cum research for developing medicines and promoting research to improve the quality of medical aid.CLASSIFICATION OF HOSPITALS The classification of Hospitals on the basis of objective. which is owned. which is based on the Indian system where herbals are used for preparing medicines. managed and controlled by government Semi-government hospital. Voluntary organisations also run hospitals. Ayurved. • On the basis of the OWNERSHIP.
4. tune with number of students. • depending on the requirement. • contingencies. which can be raised to 300 in Taluka hospital – generally have 50 beds that can be raised to 100 Primary health centres – generally have 6 beds. On the basis of the SIZE. which can be raised to 10. there are: • Teaching hospitals – generally have 500 beds. which can be adjusted in District hospital – generally have 200 beds. • SERVICE SECTOR MANAGEMENT 8 .
Infact in case of hospitals the service is created and delivered simultaneously. impossible for customer to taste. the hospitals provide extra facilities like television. Infact there are many services which are created. feel or smell before they actually use it. The type of service to be provided depends on the customer. The customers can’t really realize the service provided until they get well. Also since the quality of work done can be determined only after the service is performed the providers have to be well trained in case of performing the service process. or then friendly personnel’s can make a difference. The customer has to be present when the service is performed.e.The only way they can provide tangible clues to make the service provided a success. Also a patient may not each diagnosis in a different way. hears. Interaction between customer and provider may vary from customer to customer. SERVICE SECTOR MANAGEMENT 9 . Hospital industry is where the customers (patients) get treated for physical problems they have. For e. Inseparability Inseparability means that the service can not be separated from the creator-seller of the service. Inconsistency It’s also referred to as heterogeneity or variability. i. delivered and consumed simultaneously through interaction between customer and service producers. the patient has to come upto the hospital to get the treatment.g. Every doctor is not the same and may not give the same diagnosis. The inconsistency occurs largely because of • • Different service providers perform differently on different occasions. For this they have to provide good supplementary services.I’S OF HOSPITAL INDUSTRY Intangibility Intangibility indicates that the service has no physical attributes and as a result. Here too the customer. Standardization is hard to maintain.
stored or inventoried. if a doctor is available but there’s no patient during that period. there’s a lot of rush at the dentists clinic in December and January as that’s the time when there are lots of tourist visiting India. E. the fixed cost of the idle physicians salary is a high inventory carrying cost. Also due to demand fluctuations the services can not be stored.g. Here the costs are more subjective and are related to capacity utilisation for e.g.Inventory Services can not be easily saved. SERVICE SECTOR MANAGEMENT 10 . This is all due to the perishable nature of the services. Also there’s cost also associated with the carrying of inventory.
Diabetes is a number of diseases that involve problems with the hormone insulin. the pancreas (an organ behind the stomach) releases insulin to help the body store and use the sugar and fat from the food we eat. "Mellitus" comes from the Greek word "sweet". In 2004. Apparently. of the most significant diseases in the developed world. What is diabetes? It is a common condition and is characterized by abnormally high blood sugar levels. and is gaining in significance. according to the World Health Organization. a condition called "insulin resistance. or When the body does not respond appropriately to insulin. Diabetes occurs: • • • When the pancreas does not produce any insulin. It’s almost hit the world like an epidemic. or When the pancreas produces very little insulin. and it is estimated that by the year 2025 this number will double. Normally.INTRODUCTION TO DIABETES "Diabetes" is a Greek word meaning "a passer through." SERVICE SECTOR MANAGEMENT 11 . a siphon". Its incidence is increasing rapidly. the Greeks named it thus because the excessive amounts of urine diabetics produce (when blood glucose is too high) attracted flies and bees because of the glucose content. more than 150 million people worldwide suffer from diabetes. Diabetes is in the top 5. Diabetes is the common term for several metabolic disorders in which the body no longer produces insulin or uses the insulin it produces effectively.
Type1 diabetes is characterized by absolute insulin deficiency. Type 1. One specific to our country is malnutrition related diabetes mellitus and fibro calcus pancreatic diabetes. Pre-diabetes is a tern coined for people who have only fasting high blood sugar and have no other sign and/or symptomsofdiabetes. other specific types of diabetes. the classification of diabetes mellitus include five clinical classes. ailing from diabetes by 2025 and this would become 80 million in by 2030. type2. The persistent rise of blood glucose levels in diabetes can lead to long term complications (if not treated properly) involving important organs like: eyes. India is expected to encompass 57 million people. As yet. gestational diabetes. People with diabetes need to manage their disease to stay healthy. kidneys. SERVICE SECTOR MANAGEMENT 12 . heart. According to the World Health Organization (WHO). Type2 diabetes which has relative insulin deficiency combined with defects in insulin action account for 95-97% of adult population suffering from the disease. with an estimated 30 million people suffering from the disease. and pre-diabetes. Gestational diabetes is described as diabetes related to pregnancy. India has currently the world's largest population of diabetics. nerves. there is no cure. Diabetes is characterized by a partial or complete lack of insulin production by the body. blood vessels.Diabetes is a lifelong disease.
The risk for kidney disease increases over time and becomes evident 15 to 25 years after the onset of the disease. management of hypertension and regulation of blood lipids are important to prevent retinopathy. a number of serious or life-threatening problems may develop. Women who have suffered from Gestational diabetes (diabetes you have during your pregnancy) or have given birth to a baby who weighs more than 9 pounds may also have increased risk of developing diabetes. This eye problem occurs in 75% to 95% of adults who have had diabetes for more than 15 years. nausea and vomiting. the vision loss isn't significant in most people with the condition. Diabetic retinopathy diabetes is extremely rare before puberty no matter how long they have had the disease. About 35% to 45% of people with diabetes develop kidney damage.Who is at risk? People who are: • • • • In children with unexplained weight loss. including: • Retinopathy. fever. • Kidney damage. Consequences of Uncontrolled Diabetes: When diabetes isn't well controlled. • • • who have sedentary lifestyle (not exercising) and Unhealthy dietary habits are at risk of developing diabetes. a condition called nephropathy. Medical conditions such as good control of sugars.such as kidney failure and heart disease. Fortunately. Obese Aged 40 years above Having family history of diabetes (any body in the family affected by diabetes). SERVICE SECTOR MANAGEMENT 13 . This complication carries significant risk of serious illness -.
which in turn significantly raises the risk of amputation. This can lead to increased risk of injury and decreased ability to heal open sores and wounds. Damage to nerves and hardening of the arteries leads to decreased sensation and poor blood circulation in the feet. Damage to nerves may also lead to digestive problems such as nausea. SERVICE SECTOR MANAGEMENT 14 . vomiting and diarrhea.• Poor blood circulation.
INTRODUCTION TO EMERALD DIABETES HOSPITAL Diabetic Association of India was formed in 1955. It super specializes in juvenile diabetes. Our aim is to specialize in one area and then move on to another. The association was formed to educate and disseminate information concerning diabetes to the public. with a view facing the sea. Raheja hospital at Mahim was set up as a specialty hospital in diabetes. Also helps in prevention of the disease. their prevention and cure. Now they too have moved on. The hospital has been designed as per the norms and the rules laid down by the All India Association Of Hospitals. it soon became the apparent that members of the medical profession also need to be educated. the hospital promises to provide quality diabetic care to patients. It is situated at Worli. EMERALD DIABETES HOSPITAL. It is finally now. To accomplish this goal. which will be increased in near future. It was then that S. and have expanded their services for curing ailments such as cancer and have become a multispecialist hospital. EMERALD will be a renowned name in the field of medicine. Also the technology and the equipments are as per SERVICE SECTOR MANAGEMENT 15 . as it is not curable. trained and upgraded in these fields as per recent innovations due to progress of research and development. the All India Institute Of Diabetes was established under the aegis of the diabetic association of India in 1974. Diabetes as an ailment found new combatants as the institute educated and trained a whole new generation of doctors. Our services are the core specialties that provide comprehensive and affordable care to patients suffering from various diabetes related ailments. nurses and the required medical staff in the field of diabetology. for which we run various health care camps and sessions that educate the general public about common health problems.L. The bed capacity of our hospital is 50 beds. At EMERALD we are aware of are social responsibilities. a very accessible location.
environment and ecology and contribute towards quality of life of the present as well as the future generations. Our aim is to combine expertise. ethical practice. Maintain a high standard of awareness towards social issues.to control the spread of diabetes and manage the lives of diabetic individuals”.international standards. Why EMERALD? VALUE STATEMENT • • • Offer international standard of quality at reasonable cost. both governmental and non-governmental. appropriate cost and training for those in the profession. In keeping with this faith. our patients are treated with personal care and medical expertise. • Maintain mutually beneficial relationships with other agencies involved in healthcare and related areas. exploiting the full potential of technology. state-of-art-equipment and care. Our faith lies in the miraculous power of human touch.let the sweetness remain. Care with human touch. We strive continuously to invest in technology and healing techniques. with medical and managerial expertise” A PIECE OF WORD FROM THE MANAGEMENT “We at EMERALD DIABETES HOSPITAL believe in our motto. OUR VISION “To be a leader in health care services” OUR MISSION “To provide quality care in key specialities. SERVICE SECTOR MANAGEMENT 16 . For this end we attempt to provide more than just the best possible medical treatment to our patients. It is started to set a benchmark in quality care.
• Support healthcare research. LAUNDARY SERVICE SECTOR MANAGEMENT 17 . ORGANIZATIONAL STRUCTURE MEDICAL DIRECTOR CHIEF EXECUTIVE CONULTANT DIABETOLOGIST ACCOUNTANT DEVELOPMENT OFFICER DIRECTOR OF NURSING CLINICAL NURSE MANAGERS STAFF NURSES ADMINISTRATION CATERING ESTATES NURSE ASST.
MARKET ANALYSIS STP For Our Hospital We have done the STP i. In Mumbai there are lot of people who have Diabetes. family size. In Mumbai there are thousands of people being diseased everyday with hardly any medical centers or Hospitals to treat them. countries. It is very essential to know which segment would be right for setting up our hospital as only after studying the diseases and the people who are diseased or at high risk of getting those diseases form our segment. gender. education. family lifecycle. nationality and social class. cities or neighborhood. Targeting and Positioning to help us carry the research forward. religion. The location for our hospital is Mumbai having population of around 13343 thousand people. generation. With these variables of segmentation we get to know the preferences and the usage rates associated with SERVICE SECTOR MANAGEMENT 18 . Apart from being one of the most populous city’s it is also a metropolitan and the financial capital of India. Geographic Segment: It calls for dividing the market into different geographical units such as nations. regions. some of them don’t even know that they have the disease. race. demographic.e. One can operate in few geographic areas. or operate in all but pay attention to local variations. income. occupation. Segmenting. states. Demographic Segment: the market is divided into groups on the basis of variable such as age. Psychographic and behavioral segmentation helps in knowing consumer wants needs and responses of various services and products. by and large the entire mass by delivering varied services to a specific disease. After doing research we decided on setting a specialized Hospital which would target all sections of people. SEGMENTING Segmenting variables such as geographic.
e.are the best starting points for constructing market segments. Psychographic Segment: As per this segmentation we have divided the patients into categories such as children below 20 who have Juvenile Diabetes and the others who inherit or get Diabetes because of incorrect lifestyles such as wrong eating habits. benefits. use of. Behavioral Segmentation: In this the segmentation is done as per the following variables i. user rate. comfort we provide. buyer readiness stage and attitude. or response to a product or a service. As per research and analysis any person having diabetes would come to our hospital after knowing the facilities that we offer and the care. Our Hospital would target Section A and Section B people. As told to us by diabetologist at S L Raheja hospital that most people who have greater purchasing power and are relatively rich are the ones who suffer from Diabetes. SERVICE SECTOR MANAGEMENT 19 . user status. attitude towards. However people who are from low income groups also form our segment because EMERALD is the only hospital specializing in Diabetes with super specialization in Juvenile Diabetes thereby providing best services required to treat these ailments. These behavioral variables – occasions. They would slowly develop trust in us. However Diabetes can happen at any age. loyalty status.different consumers. After doing a research on the following variable sour result showed that Diabetes can be either be inherited or caused due to lifestyle disorders such as wrong eating habits. This would help in creating loyal patients and create goodwill for our hospital. knowledge of.
Being a new hospital it is very important for us to convey our services and offer facilities which would help in generating a favorable word of mouth and thereby creating the much needed trust factor amongst the masses. POSITIONING EMERALD Diabetes Hospital has been set up after proper research and study conducted on different needs of customers and varied groups in the market place. However it has future plans of becoming a multi specialist hospital and then would expand its services. would study the different regions in the city of Mumbai inspect those areas. Also specific targeting of those needs and groups are done to understand which services would be superior and entice patients towards our hospital. Since EMERALD is a specialty hospital for Diabetes at present its target audience is diabetic people and people who are at high risk. initially carry on free checkups to do this and draw inferences from those check ups that which people have diabetes and in which area mostly are there diabetic people. SERVICE SECTOR MANAGEMENT 20 . The end result of our positioning has led to successful creation of a patient focused value proposition and why diabetic people should come to EMERALD. These would be the case histories and be helpful in forming our data base. EMERALD in this case.TARGETING The entire population is our target audience because a lot of people already have the disease but don’t know about it and the others can anytime fall prey to the disease. This is called segment by segment invasion.
Thus. Differentiation is like oxygen in Todays competitive environment to survive. we have gone one step further by not only differentiating our service but introducing something for the first time in mumbai. SERVICE SECTOR MANAGEMENT 21 . This will be the first hospital to specialize in JUVELINE diabetes in Mumbai. EMERALD specializes in diabetes with super specialization in JUVELINE DIABETES. It is very difficult for an organisation to survive without differentiation.DIFFERENTIATION • • • • Juvenile diabetes In house pharmacy Chemist in the hospital premises used by outsiders also Diet food with a sugar free department: health and grocery store accessed by outsiders also. Also the service delivery will be our differentiating factor will be explained further.
Executive and Comprehensive packages.T Pediatric surgery Dental General surgery Orthopedic surgery Urology Nuero-surgery Health check-ups • • Basic. SERVICE SECTOR MANAGEMENT 22 .OUR VALUE OFFERINGS Specialities Medical speciality • Diabetology (All the below in the connection to diabetes) • Ophthalmology • Dentistry • Gastroenterology • Dermatology • Nephrology • General medicine • Neurology • Paediatrics • Psychiatry • Rheumatology • Gynecology and obstetrics.N. Surgical speciality • • • • • • • • Ophthalmology E. Well woman (basic and special packages).
Cafeteria with clean and hygienic food.U. Coffee/tea/juice vending machines on every floor. 6 lifts and 3 exits. FACILITIES/SERVICES OFFERED AT EMERALD… • • • • • • • • • • • • • • • • • • • • • • • Highly qualified doctors and paramedical. Availability of stretchers and wheel chairs easily. SERVICE SECTOR MANAGEMENT 23 .C. Cyber café. Dieticians and consultation. Pre-employment package. Good sanitation conditions. Good infrastructure facilities. Ambulance. Tie ups with Jaslok and Breach Candy hospital. Casualty ward. State of art laboratory. Diet store. Blood banks. 24hours chemist shop. Prayer room. Dust bins at short distances. and Operation theaters with latest technology. Gift shop. friendly nurses and ward boys. Nana-Nani package (senior citizen). Phone booth center. Library.• • • Sweet package (Diabetes). Lobby on every floor with proper sleeping and sitting facilities. 24hours ATM facility. I.
Medical tourism can be broadly defined as provision of ‘cost effective’ private medical care in collaboration with the tourism industry for patients needing surgical and other forms of specialized treatment. This process is being facilitated by the corporate sector involved in medical care as well as the tourism industry - both private and public. THE most recent trend in privatisation of health services is medical tourism, which is gaining prominence in developing countries. Corporate run institutions are seized with the necessity to maximise profits and expand their coverage. In this background, corporate interests in the Medical Care sector are looking for opportunities that go beyond the limited domestic “market” for high cost medical care. This is the genesis of the “medical tourism” industry. The rendering of such services on payment in foreign exchange will be treated as ‘deemed exports’ and will be made eligible for all fiscal incentives extended to export earnings”. . According to a study by McKinsey and the Confederation of Indian Industry, medical tourism in India could become a $1 billion business by 2012. The report predicts that: “By 2012, if medical tourism were to reach 25 per cent of revenues of private upmarket players, up to Rs 10,000 crore will be added to the revenues of these players”.
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CHRONOLOGICAL SCHEDULE OF ACTIVITIES
A standard schedule of the day is described below. TIME OF DAY 05.30 a.m. 06.00 a.m. – 7.00 a.m. 07.30 a.m. –8..30 a.m. 08.30 a.m. – 09.00 a.m. 09.00 a.m. – 10.00 a.m. 10.00 a.m. – 11.00 a.m. 11.00 a.m. – 12.00 p.m. 12.00 p.m. – 01.00 p.m. 01.00 p.m. – 04.00 p.m. 04.00 p.m. – 04.30 p.m. 04.30 p.m. – 05.00 p.m. 05.00 p.m. – 07.00 p.m. 07.00 p.m. – 07.30 p.m. 07.30 p.m. – 08.00 p.m. 08.00 p.m. ACTIVITY Wake Up and cleaning Sponge/bath Breakfast Organizing the patients charts Doctors routine check-up Medication and rest time Visiting hours Lunch time Medication and rest hours Tea/Snacks time Freshing up and Doctors routine check-up Visiting hours Dinner Medication sleep
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Strength • • • • • • Quality of the doctors, nurse and staff Medical facilities and equipment and infrastructure (room is a/c, phone lines….) Ambience and the general atmosphere of the hospital Attitude of the staff, even the menials (human touch) Specialization Pricing is reasonable.
Weaknesses • • • The patients are completely at the mercy of the doctors. Not a general hospital. The Doctor: Patient ratio is low.
Opportunities • • • More training to the staff for improving their behavior and medical knowledge To increase the facilities they provide. To become more specialized in various fields.
Threats • • • • The government is reducing the grants given to hospitals, thus making it impossible to cater to the poor people. Competitions. Unawareness among public. The unions of the menials and even doctors: they can go on a strike, disrupting the functioning of the entire health care unit.
8 P’S OF HOSPITALS
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experiences. services. organisations. events. Thus. Products that are marketed include physical goods. THE PRODUCT MIX SERVICE SECTOR MANAGEMENT 27 . The product should be developed keeping in mind the users’ psychology. persons. places. requirements and status of the users. properties. The product of a hospital can be any of the following: • • • • Medical Services Medical Training Medical Education Medical Research AT EMERALD we believe that the ultimate aim is to make available the best possible medical services and to prepare and train the best medics.PRODUCT Phillip Kotler says a product is anything that can be offered to a market to satisfy a want or a need. behavior. it is very essential for our service providers to be aware of the nature. This helps them in planning and development of the services in the background of users’ changing needs and requirements. information and ideas.
Levels of service: Level 1. These features and benefits are useful or likely to be useful to the buyers. For example. SERVICE SECTOR MANAGEMENT 28 . In hospitals. exercise all form a part of the augmented product. in addition to the core product. hygiene etc. in EMERALD beds are provided for ICU attendants free of charge along with other communication facilities like internet. cell charging facilities. ambulances. gift shop. good infrastructure. personalized assistance. a terrace garden for patients to walk. availability of medicines and drugs. Hi-tech equipments. Level 3. Augmented product: In this. there is something different which enables the product or service to be differentiated from that of the competitors. health or well being by way of the treatment provided by the doctor to deal with the ailment of the patients is the core product or service. waiting area. along with the basic and minimum offering. Potential product: The potential product contains potentially feasible features and benefits that play a significant role in holding and attracting the customer. Core / generic product: This is the basic service product. Expected product: This is the basic product and minimum purchase conditions that must be met. Level 4. meals. prayer room. all other supplementary services like a bed. In hospitals. Level 2.
During the patients stay in the hospital: Information regarding services. this is done in a number of ways. right from booking and cancellation procedures. etc. This guide provides various points for the patient’s knowledge and information.emerald. at the time of discharge. to procedure for payment of bills. At EMERALD. the ward sister gives the patient a summary as to the formalities like processing papers with insurance company etc. services. treatment is provided only after a preliminary check-up and/or various tests. meals. Consultation In any hospital. facilities or various procedures is also provided by the employees as and when the required or on the patient’s request. SERVICE SECTOR MANAGEMENT 29 . Preventive healthcare facilities at EMERALD include a range of sophisticated tests and consultations. For example. admission rules and procedures. The hospital has 24 hour diagnostic services and state-of-the-art laboratories that help the medical team (doctors and surgeons) diagnose the patient’s problem and suggest treatments. containing details about the location. New customers or patients in general: A ‘patient guide’ is made available in each room.. visiting hours.com. providing information refers to making the patients or the general public aware of the services and facilities offered by the hospital. Information to the general public: The hospital has its own website at www. and facilities for relatives and discharge procedures.SUPPLEMENTARY SERVICES: SERVICE FLOWER Information In a hospital.
all rooms have natural and indirect lighting with huge windows and in some cases. margin of safety and behavior of personnel. The process of admission in any hospital should be simple.Order taking In a hospital. fast and accurate. SERVICE SECTOR MANAGEMENT 30 . easy to understand. Hospitality This is becoming increasingly important in the healthcare sector. A lot of care has been taken to ensure that the patient does not feel walled in. in-house meals etc. all medical sockets. Service to patients: • • A choice of packages from twin sharing. terrace gardens. A number of facilities are provided to the patient such as a television. No longer are they limited to only the clinical outcomes but also involve the delivery process. The EMERALD provides a host of conveniences to patients and their relatives. this is usually in the form of admitting or registering the patient. instruments or attachments are hidden from view. At EMERALD the registration and necessary formalities are done immediately. For example. particularly in hospitals as the expectations of people towards medical care are ever increasing. Means of quick registration must also be provided for in the case of emergencies. behind a panel beside the bed. single room and deluxe suites are available to patients. So as to make the room aesthetically pleasing and improve patient mentality (they are usually depressed).
a gift shop etc. public call booths. pillows. one person should be present in the hospital 24 hours so that he is available to sign the consent form. Patient number is allotted to the relatives bed and in the case of an emergency. It helps is avoiding any confusion at the time of generating the final bill. An approximate bill amount is collected as deposit before discharge. Safety /Caretaking Safety and hygiene is of utmost importance in any hospital. blankets etc. special peat filters for maintaining air quality and highest degree of sterility etc. in the ICU cases. On the safety front. Each cubicle in the waiting area has provisions for sleeping such as a bed. The reason for such an arrangement is that. which is considered at the time of final bill. They give the patient an idea about the charge payable for the specified period. SERVICE SECTOR MANAGEMENT 31 . The interim bills are generated to give on a bi-weekly basis. including major/minor operation theaters. Bills/Billing Hospitals should ensure that billing and payment procedures are quick so as to enable the patient to return home soon after discharge. two types of bills are generated i. This considers all the interim bills and the advance deposit paid. Payment There is a separate business centre for payment of bills. Relatives also enjoy facilities like internet connection. the EMERALD measures up to the highest international standards. keeps a dust free environment. prayer rooms. The final bill is generated at the time of discharge.Service to relatives: The EMERALD hospital in Mumbai provides a separate family waiting area for relatives of patients in ICU. library. a hygenic cafeteria. Interim bills and Final bill. the relative is immediately called by the secretary in charge.e. At EMERALD. coffee machines.
This has made it pertinent that management of quality is done on a wider basis than mere medical audits.Reliability refers to the ability to perform the service promised. Getting it right first time of repeat surgery. Quality dimensions The rapidly expanding scope of healthcare has led to increasing complexity in its delivery.Exceptions These usually occur in the form of emergencies. Imbalances of resources: Lack of theatre time or lack of access to diagnostic facilities leading to increased length of stay. SERVICE SECTOR MANAGEMENT 32 . risk or doubt. Patient satisfaction is increasingly taken as an important measure of quality. Employee turnover and consequent training costs. • Assurance . c.g. Implementing quality system controls the cost by: a. procedures for emergency cases. post-operative infections. e. RATER • For example. Hospitals must be well prepared to face any kind of unexpected emergency. The hospital also has a world-class team of doctors and surgeons. EMERALD has special Reliability . There is increasing willingness to provide protection against illnesses by way of healthcare insurance. security and courtesy. d. b.Assurance refers to freedom from danger. competence. EMERALD is high in assurance. It includes creditability. Avoidable complications e. Reducing unnecessary interventions. dependability and accurately.
In addition to medical care. SERVICE SECTOR MANAGEMENT 33 . the willingness to help the customer and provide prompt service. • Empathy .This includes access.• Tangibility . All the services like line.EMERALD is also high in responsive i. • Responsiveness . training and research facilities and also educates and train paramedical officers. to render services to the injured and restore the health of diseased persons. aquired various quality certifications and also ventured into strategic tie-ups with renowned research and development companies.Tangibility refers to the appearance of physical facilities. The employee also goes out of their way to help both the patients as well as their relatives. equipment. The main products of hospitals are medical services. the staff at emerald has put in tremendous amount of efforts for acquiring sophisticated equipment and appliances. put in process the state-of–art-technology. Medical Care At EMERALDthe most important functions are to give care to the sick. communication and understanding of the consumers. EMERALD DIABETES HOSPITAL also imparts education. nurses and other technical staff. It has special procedure in place for emergencies and quick complaint handling procedures. We believe in controlling and managing the entire life of a diabetic patient. With the changes in environmental conditions. staff and auxiliary divert a close attention.e. personnel and communication material.
we have the necessary set up. Casualty Dept Reception & Enquiry Registration Examination Observation Admission Discharge Dressing Normal Health Death • Out Patient Services SERVICE SECTOR MANAGEMENT 34 . It is also meant for injured persons. well-defined procedures and work distribution. The casualty department needs to apply more precautions especially in cases of poisoning and accidents. co-ordination with other departments. This department is specially meant for patients having illnesses of grave nature requiring immediate treatment.LINE SERVICES At EMERALD the line services can further be classified as follows: Emergency Services The casualty services are made available round the clock. To attend quickly and effectively. This department takes added responsibility of removing emotional strain. suspense and anxiety of attendants by rendering the best treatment made available to patients.
Accordingly the OPD renders diagnostic. SERVICE SECTOR MANAGEMENT 35 . Writing prescriptions. •Our panel. •Our OPD is well connected with the X-ray Department. laboratories and other facilitative services. preventive and rehabilitative services. offers consultations on diabetes related problems. •The presence of support services in close proximity reduces time consumption and offers better and quicker services.In our out patient department (OPD) all patients are examined irrespective of the degree of illness. •The doctors. acute or chronic. curative. The examination or investigation of diseases is the most significant aspect of services rendered by the OPD. para-medical officers and nurses should be well trained so that customers never feel dissatisfied. consisting of doctors from various specialties. •We have an extensive appointment and scheduling system that reduces the waiting time and offer a comfortable and timely visit to the consultants. dressing and treatment and further admission of patients to in-patient ward need time-honored arrangements. whether minor or serious.
and other facilities required for patient care. We have20beds. nursing staff station. Each ward has a doctor’s duty room. The deluxe ward has 20 beds. The patients are required to make decisions regarding their admission to a particular ward. • care. a kitchen. whether private or general.V and exclusive facility. • • • Least expensive are the general wards where there are10 beds. It is for those patients demanding acute. to give the much needed care and attention. The super deluxe wards include a drawing room. • The staffing pattern of our ICU is planned in a scientific way so that related patients get proper medical aid without a break or gap. dressing room.In Patient Services After the examination of patients in OPD. • Wards Centrally air-conditioned wards provide accommodation and services to patients. SERVICE SECTOR MANAGEMENT 36 . the patients are advised admission to inpatient wards. Intensive Care Unit • The ICU is considered to be the heart of the hospital. • Round the clock monitoring by nursing staff ensures efficient patient There is one nurse per patient. multidisciplinary and special treatment. if necessary. a T. • Our 10-bedded ICU is equipped with life saving and support systems handles medical as well as surgical emergencies.
including one septic and one minor operation room. it is extremely feasible for office goers who can make use of this facility and then return to work • The unit exploits the expertise of renowned specialist and the advantages of recent technology to formulate a complete treatment plan. • Equipped with sophisticated. SERVICE SECTOR MANAGEMENT 37 . • The sterilized environment ensures minimal infection while trained nurse and aseptic techniques assure best care and treatment. ophthalmology and non-invasive surgeries. Open round the clock. Nuerosurgeries. which helps us to provide both pre-op and postop care in the same department. • It’s on the same floor of the OT. general surgeries. SURGICAL SUITE AND QUALITY CONTROL Operation Theatres AT EMERALD OT comprise of 6 highly sterilized operating rooms.hour Dialysis unit is a haemodialysis one. • The management has made available technologically advanced and sophisticated equipment and appliances to facilitate surgeries such as diabetic foot. ENT. state-of-the-art technology.• • Day Care Service Unit Our day care services cater to those patients who require a single day stay at our hospital. it combines care with medical expertise to tender complete treatment. orthopedics. Uniquely designed unit offers a comprehensive package of services offered globally. • • • Artificial kidney dialysis unit Our 24.
• • • • CSSD CSSD uses autoclave for steel.• Our OT also incorporates digital recording and audio-visual connectivity with the auditorium that assist information sharing with the experts during clinical meetings. paramedical staff and nurses are there in the OT. DIAGNOSTIC SERVICES • • Laboratory Services Radiology We have multi slice Spiral CT scan Mammography (DMR plus) with stereo tactic X RAY with image intensifier • • • SERVICE SECTOR MANAGEMENT 38 . • • • • • • Quality Assurance And Infection Control Committee It ensures good quality patient care by reducing hospitals acquired infection. • This ensures that all surgical and other reusable equipments used in the hospital remain infection free Department process issues and control all professional supplies used by various medical and surgical units of the hospital to ensure our patients safety. It informs the hospital authorities about communicable/ infectious diseases Holds regular audits and imparts CME to staff members The department is also responsible for internal and external quality control procedures. Efficient doctors. proper ventilation into consideration. The OT is in close integration with the blood bank. ETO sterilization to sterilize heat sensitive reusable items and ultrasonic and water disinfector for cleaning and disinfecting used items. There is a scrub room for nurses and doctors. Our OT has a pre-anesthesia room and a sterilization room. • Professionals designing it take important factors such as stand-by power arrangements.
infrared. clinical pathology. hematology.That includes Connective Tissue Mobilization Techniques. immunology and sito blood components. Our endoscopy department is one of the only few hospitals in Mumbai that has digital Video Sono Endoscope facilities. REHABILITATIVE AND SUPPORTIVE UNITS • Physiotherapy • It uses a combination of state – of . • Technologies like florescence and Karyotyping ensure instant and accurate results.• • Ultra sonography and color Doppler Per procedural counseling by well known radiologist • • genetics. exercises with different gadgets that aids movement Electrotherapy that includes ultra sound. SERVICE SECTOR MANAGEMENT 39 . Traction. wax bath. The Facility enjoys unmatched expertise and supervision by renowned consultants.the –art equipment and medical expertise to provide our patients with the best possible treatment Our treatment plan is divided into • • Exercise therapy. stimulation. histopathology. • • • • Blood Bank Our blood bank is capable of providing whole blood as well as All prescribed tests are performed before issuing blood to patients Endosonography Laboratory medicine Fully automated laboratory offers services in the fields of bio chemistry.
It also ensures that medicines are purchased from authorized sources and thus guarantees the authencity of all medical supplies. OP. • 24 Hour Pharmacy We have two pharmacies One in-house and one in the premise. The care and the attention provided by our nurses is so comforting that patients feel that they are recuperating at home. includes an in staff dietician who keeps a check on the nutrition value of the food served They also provides diets for weight gain or weight loss and create awareness about importance of diet • Nursing Our nursing services are benchmarked and the best in the industry. SERVICE SECTOR MANAGEMENT 40 . Open round the cock our pharmacies offer invaluable services to the IP. and Day Care and Emergency departments.• • • • • Diet And Nutrition Our Dieticians and other experts provide individual diet counseling to patients Diet consultation is available for all major and minor ailments like diabetes and other related complications Our cafeteria. open to all.
Heated trolleys have to be used to transport meals to patients. The laboratories are properly manned and proper diagnosis is given by them to enable right medical prescription.g. A matron who is assisted by a sister-in –charge. An official laundry provides bacteria free garments and clothes. At emerald these are the support services: The catering department comprises the kitchen. manages the Nursing services. however at EMERALD we ensure 2:5. Currently ultrasound scanning and CAT scanning have been found significant in improving services of the radiology department. Clinical pathology. materials and garments etc. The establishment of laboratories should be between the OPD and indoors so that both areas are covered without delay or disruption. The patients are provided with disinfected and clean linen. Pharmaceutical services play an important role. blood bank and pathological anatomy are important areas to streamline functional management of hospital laboratories. sterilisation. supply and maintenance of instruments. An ideal nurse-patient ratio is 1:5. bulk food stores and dining rooms and supplies meals in the hospital. SERVICE SECTOR MANAGEMENT 41 . The radiology department should have hi-tech facilities.THE STAFF / SUPPORTIVE SERVICES Certain supportive services are important e. The norms accepted by the Indian Nursing Council should be followed.
furniture and other equipment. The dietics department plays a vital role as it provides menu to meet the needs of patients. chemical stores. stores management. linen stores. glassware stores. dietary services. The services of well-qualified and trained dieticians help in providing nutritious diets. surgical stores etc. transportation management. wheelchairs and stretchers are used. transport facilities etc are not ignored. The central stores department issues bulk items. The security arrangements. Awe have a security force to provide protection to the hospital property. For carriage of supplies and patients. engineering and maintenance service etc. Personnel related with defence or police are given preference while appointing the security force.THE AUXILIARY SERVICES Auxiliary services consist of registration and indoor case records. There are different types of stores like pharmacy stores. supplies. trolleys. The engineering and maintenance services are concerned with hospital building. SERVICE SECTOR MANAGEMENT 42 . At EMERALD these services are maintained properly which govern the successful operation of a particular department.
EMERALD follows Cost plus Subsidy This strategy allows charging more than the costs involved on the services. which involve huge investments.PRICING In the words of Philip Kotler. willingness and ability or financial backing to buy the product. There are 4 types of costing: Free. their expectations would not be more than the proper medical aids. Moreover when no income group has been availing the services without paying any fee. the cost of maintaining them and cost of running the hospital is in no terms cheap. indoor facilities and other non medical amenities. not price”. but only from the better-off sections of society. This is justified on the ground that all groups are not paying equal fees for availing their services. Sophistication can’t be possible unless we change our pricing strategies. cost based subsidy and cost plus subsidy. one should try to “Sell value. as a person must have the need. At EMERALD services involve the use of expensive and complex machinery. We have experienced doctors and also specialist who come from abroad whose salaries along with those of the skilled nurses and helpers constitute a great part of the cost. but on the other hand. we can’t adopt uniform policy while making available to the users and their attendants other facilities like standard of room. SERVICE SECTOR MANAGEMENT 43 . Apart from that. it is judicious that no discrimination is found in respect of making available the medical aids. On one hand. Price is a major determinant of a buyer’s choice. subsidized. The main thing in the pricing strategy is to link it with the paying capacity of the users so that all the classes get medical aids without any discrimination. The transfer of these surpluses to the account of subsidy for compensating the losses on account of providing free or subsidized services to the weaker sections and low-income group users is also necessary.
How should prices be communicated to the target market? Patients must be made aware of the prices of different treatments/ services as well as how. customer’s service representatives give responses to customer queries about pricing.It is difficult to offer free or subsidized services to the masses. the ‘patient guide’ in each patient’s room provides information with regard to billing and payment procedures. For the patient’s convenience. where and when that price is payable. This gives the patient an idea about a charge payable for the specified period and avoids confusion at the time of generating final bills. Hospital bills sometimes run to several pages and contain dozens of items. On the other hand. the technological sophistication has raised the cost of services. In hospitals. generally. payment and credit. SERVICE SECTOR MANAGEMENT 44 . This must be done in an intelligible and unambiguous way. At EMERALD. as the inputs used in making available the medical services are found costly. Patients can also contact the billing department for any clarification. the hospital generates an ‘interim bill’s a bi-weekly basis. Thus the hospital must ensure that such an itemized bills are accurate and intelligible.
it is not located in a heavy traffic zone as this would prove detrimental to the very existence of the hospital. Two main issues considered regarding the decision of the place are accessibility and availability of the service to the customer.e. We continuously introduce different health services and we generally advertise in health and fitness magazines and also conduct free check ups. EMERALD is located near Worli sea face and is near a prominent road so that it can be reached easily. where we involve the doctors from all around the country.3. SERVICE SECTOR MANAGEMENT 45 . We also have contracts with ambulance services to bring our patients from whichever location to the hospital. PROMOTION EMERALD relies on favorable word of mouth and not on aggressive promotion. EMERALD is easily accessible. 4. We conduct camps in rural areas to give medical check ups at reasonable prices. that is. we sponsor visits to old age homes and donate them a good amount of food and medicines. Having in house ambulance services to pick up patients on the other hand increases accessibility to EMERALD. PLACE Place refers to the contact point between the service provider and the customer. Areas around hospital are silent zones i. EMERALD holds seminars and conferences relating to Diabetes and latest technology. for detailed discussion.
the hospital will fail in delivering good service to the society in spite of the availability of most sophisticated equipments and technologies. efficient doctors and nurses and most comfortable buildings and infrastructure facilities. including free check-up camps and talks. An important way of internal marketing is analyzing feedback from regular customer SERVICE SECTOR MANAGEMENT 46 . we invest a lot in internal marketing by way of training so as to ensure that the employees are at their best of behavior with the patients and well informed about the various activities of the hospital. it is our marketing executive who personally approaches the corporate or the doctor so as to pitch and finalize the deal. For instance. Thus. Front-line personnel are directly involved in the process of offering the services. if nurses neglect patients. We at EMERALD usually resort to personal selling for business-to-business marketing. due to which they are efficiently informed. almost all the services are delivered in the customer’s presence. trained and supported. 2) Customer service and training: In EMERALD. Both in the case of corporate tie-ups and approaching doctors for patient referrals. receptionists misbehave and doctors do not show a human approach.PROMOTIONAL MIX • 1) Personal communication Personal selling: This involves an immediate and interactive relationship between two or more persons.
• Advertising They are not used frequently in hospital marketing. • Instructional materials SERVICE SECTOR MANAGEMENT 47 . sales promotion takes place usually by way of • • Sign up rebates or discounts Gift premiums. advertising through mass communication media like TV. child immunization. print media etc. but they cannot advertise for generating profits. as people are more likely to trust a hospital if they have heard about its success in treatments or quality care from a patient. is only used in social marketing where the objective is to pass on a social message like family planning. for ex. word of mouth plays a very important role. • Sales promotion In EMERALD. enlighting them about how to handle various patients etc. health and family welfare etc. their contribution to the social transformation process. Mostly. one way in which EMERALD ensures good customer service is by holding training programs for nurses every 15days. Hospitals can focus on the quality of their services.satisfaction surveys and improves service delivery so that the way of service delivery itself is the marketing of the service. 3) Word of mouth: In Medicare services. Doctors are offered various gifts and benefits in return for patient referrals. As mentioned before under service recovery. by ensuring good customer service. Thus. we also get a lot of promotion by way of word of mouth.
EMERALD. billing and payment procedures etc. various facilities available. SERVICE SECTOR MANAGEMENT 48 . We also have a patient education service.Although service personnel plays an important role in educating the customers about the service they may not always be available to help in the locations where or when the customers need them.Along with this we even have a website with necessary information for the patients. As mentioned earlier. what the various treatments are involved. cancellations. how diabetes can be avoided by way of healthy eating and exercise etc. EMERALD has a ‘patient guide’ in every patients room which gives patient valuable information regarding booking. wherein brochers regarding Diabetes. thus uses traditional approaches like printed materials. discharge procedure. ranging from brochers and instruction manuals. what the various Diabetes symptoms are. what to expect during the stay.
Motivation is not necessarily by giving high salaries. PEOPLE Service personnel play an important role in an organization. 4. The objective of EMERALD is providing quality service to patients and this can be achieved by: 1. Providing regular on-the-job training of employees to ensure continuous improvement in health care 3. In addition to the medical aids. 2. the behavioral aspect is also found impact generating. Utilizing services of professionally competent medical consultants. It is necessary that the staff in a hospital is trained to provide quality patient care using state of the art technology. For satisfying the users.5. it is only not essential that they are made available the best possible medical aids. especially when we consider marketing a customer satisfaction-engineering tool. It is natural that the expectations of all groups can’t be uniform. Motivating employees to be efficient. SERVICE SECTOR MANAGEMENT 49 . There are many other ways to motivate employees – concessions should be given to the employee’s near ones and there should be active participation of the employees in the activities of the hospital. Use of the latest technology. dedicated and loyal to the organization. In a hospital the behavior and attitude of the personnel providing services is very important as far as the customers overall perception of the service is concerned.
which helps the hospital authorities to know the level of satisfaction derived by the patient. Patient’s suggestions are always considered for improving the hospital services. At EMERALD the patient has to go through the following phases: 1. create an output. Feedback – at this stage. Intensive consumption phase – which includes • • • Diagnosis – where the consultant diagnoses the illness by making the patient undergo various tests Treatment – where the illness is treated with proper medication or surgery Information about further actions – the consultant will instruct the patient regarding the diet to be followed. the medication to be taken etc. Blueprints design processes. The joining phase – which includes • • The arrival of the patient Registration – where a patient has to make an initial deposit at the inpatient billing counter after which a file is opened in the patient’s name to know the patient’s medical history. convert it and add value to the input and finally. 2. 3. the patient is requested to fill an evaluation form.6. PROCESS: Process is a set of activities that take an input. the bill will be paid at the billing counter. 4. A process is divided into the following phases in a hospital. which sets a standard for action to take place and to implement the service. SERVICE SECTOR MANAGEMENT 50 . Detachment phase – which includes • • Discharge of the patient Payment – after the patient is discharged.
• • The hospital is centrally air – conditioned. • The hospital is structured as per the hospital planning decided by the Bombay hospital association. The physical evidence has a good and favorable influence on the mindsets of the patients and their relatives who visit the hospital. • Emerald Hospitals has a good ambience. • All the doctors are provided with a well – equipped cabin. for easy access to accessibility.7. We have the following aspects which help in enhancing physical evidence there by creating good first impressions. Corporate image plays an important role in terms of physical evidence. Physical evidence provides customers means of evaluating the service. The departments are well planned and equipped with the state-of-the-art technology. • information and other departments. he immediately forms an opinion about the hospital. The signage is put at regular intervals so that people can have easy The reception and help desk are on the ground floor. This helps patients to come again to our hospitals and also do favourable publicity by the most effective weapon the “word of mouth”. • • Our hospital is well organized and segregated into different departments. SERVICE SECTOR MANAGEMENT 51 . This ambience plays an important role because when a patient walks into a hospital. be warm and comforting because the patients that goes to the hospital is usually disturbed or unhappy. PHYSICAL EVIDENCE: Physical evidence makes a huge impact on the customer. • The staff follows a dress code to show professionalism and maintain discipline. The staff is trained to understand.
This is generally taken care of by the housekeeping department. it is marble Good lighting and ventilation is taken care of. • The kitchen is extremely hygienic and the food prepared as per required. also the blood bank and the intensive care units are on the same floor in proper spacing and alignment of the OT. • Water coolers are placed at regular intervals having hot and cold drinking There phone booths in the visiting lounge. Also the kitchen has a glass door so that the process of cooking is visible. • neutralizers. SERVICE SECTOR MANAGEMENT 52 . which has to serve meals. masks. There are two cyber cafes: one for the doctors and staff and one for Special care is taken to maintain hygiene. two for visitors which is used only from 10am -11am in the morning and 4pm to 6pm in the evening. • hospital is well – lit. two on every floor. There are different bathrooms for women and men. • There is wooden flooring in the hospital and in the wards. • Keeping the hospital clean and dirt free is every ones responsibility and The hospital is kept odor free by spraying air fresheners and Our hospital has kept in mind both the aspects of physical evidence that is because of which the dustbins are kept at regular intervals. Also they have were gloves. one for • • • staff. cleanliness and the whole water facility. • essential and peripheral evidence. • • visitors in the visiting lounge. There are six lifts in total: two for patients. one for doctors only.• Professional hospital interior designers plan the operation theater. The cooks are well trained and use sterilized crockery. The rest of the times one remains for visitors the other are for the catering department. lab coats and no footwear allowed. Physical evidence plays an important role in a hospital where the patients are already depressed or traumatized and a good atmosphere could make all the difference.
8. children of patients who are settled abroad – who cannot be at the bedside of the patient undergoing treatment for a heart ailment or a major surgery. sons and daughters. thus introducing a human element hitherto. This breakthrough in the usage of information technology for patients was achieved by the Bangalore based ‘Think Ahead Incorporated’. not so much in terms of sophisticated medical equipment. INNOVATION Hospitals will soon go hi-tech. The ‘Virtual Family Visit’ allows relatives to see real time images of patients through audio – visual files which can be downloaded on their computer by entering the hospital website through the Internet. Quality is the degree to which the service satisfies a customer by meeting their wants and expectations. in designing he website for a hospital. unthought of. The files are then uploaded in the hospital website. but in that a patient’s kith and kin can virtually visit him/her from any part of the world and the patient too can communicate with them and relieve their undue anxiety. We ensure care. The primary advantage of this technology is the mitigation of undue anxiety of relatives particularly. PRODUCTIVITY AND QUALITY: Productivity in services is how we transform the inputs into outputs. which are valued by the customer. convenience and comfort at all times. The family members can also communicate with the patient by way of sending online get well card to patients. SERVICE SECTOR MANAGEMENT 53 .Every aspect of our hospitals has to meet the hygiene and cleanliness standards set by the board. These files of the patient are shot by the hospital using a webcam to show the convalescing patient and his message for his family members. Bangalore has emerged as a pioneer in the design of an interactive website used in making virtual visits to hospitals.
the relatives are physically able to see their near and dear ones recuperating from the treatment which avoid emotional trauma. they can also get reports of the patient’ condition from the doctor in-charge. This facility in hospitals is particularly useful when a relative is unable to rush to the hospital to be physically present due to various reasons. Besides. if the relatives so desire. where the virtual family visit is in use. Wockhardt Hospital.Besides. SERVICE SECTOR MANAGEMENT 54 . the patient himself is to be on the road to faster recovery when he communicates with his loved ones.
the doctors. SERVICE SECTOR MANAGEMENT 55 .Patients Interactive Marketing Keeping the Promises The triangle comprises of the company i.e.e. nurses and the customer or in this case. patient’s expectations of getting cured. employees i. which will satisfy the customers i.THE SERVICE MARKETING TRIANGLE – BY GRONROSS Company –EMERALD DIABETES HOSPITAL CENTER Internal Marketing Enabling the Promises External Marketing Making the Promises Employees – doctors. etc. • The patient who seeks to get cured is the customer for the hospital as he is the one who avails of the service and pays for it.e. the patient • The company here is the hospital which dreams up the idea of a service offering by way of treatment. the hospital. nurses. Customers .
e. technicians. From the time he enters to the time of discharge. SERVICE SECTOR MANAGEMENT 56 .• The employees comprise of all the people who are involved in providing the service. Thus in his vulnerable state of suffering or sickness the patient expects quality care along with empathy and consideration of his every need by the hospital staff. Thus the selection. nurses. Interactive marketing describes the employees’ skill in serving the client/patient. attendants. training of the hospital staff makes huge difference in the well-being and recovery of the patient. This has been explained in detail under the promotion mix and the hospital marketing. INTERACTIVE MARKETING Secondly interactive marketing takes place between the employees and the patients. the patient has to continuously interact with the hospital’s employees by way of talking to the nurses. motivation. EXTERNAL MARKETING The hospital undertakes external marketing as to promote the service i. namely doctors. From the triangle we see that three kinds of marketing activities take place in a hospital. We know the customer of the hospital is the patient who is in some degree of discomfort or suffering when he is admitted/comes in. attendants. administrative personnel etc. treatments and facilities to the patients.
• They also collect feedback from customers which will help them continuously in improving the service delivery. Hospitals undertake internal marketing to train employees and motivate them to serve customers well. all of which in turn will result on patient well being and recovery or customer satisfaction. An important way of internal marketing is analyzing feedback from regular customers satisfaction surveys and improving service delivery so that the way of service delivery itself becomes the marketing of the service INTERNAL MARKETING AT EMERALD • • Continuous medical education programs are held periodically so as to make doctors aware of how new/rare diseases. latest technology etc. SERVICE SECTOR MANAGEMENT 57 . so as to educate them on how to handle various temperaments/patients. Thus internal marketing ensures that the employees are at their best behavior with the patients and well informed about the various activities of the hospital. goodwill towards patients. problem solving ability as well as their attitude. Training programmes are held every fifteen days for nurses who come into most direst and frequent contact with patients. Such training will help improve employee competence and improve employee responsiveness.INTERNAL MARKETING Good and effective interactive marketing is made possible only through efficient internal marketing.
This may prove a complication that the patient/relatives don’t need at the time. So as SERVICE SECTOR MANAGEMENT 58 . • A counselor gives frequent updates to relatives during the procedure. As this may prove confusing to the patients. a number of formalities have to be completed by the patient at the time of discharge. EMERALD handles this by ensuring that the relatives receive a host of conveniences at the time. Sometimes there may be more than one consent form for a procedure. they will not appreciate lengthy or complicated billing procedures. the hospital ensures that the patient’s consultant or his assistant explain the details of the procedure to the patient/relatives. • • • Relatives are provided with comfortable cubicles with communication facilities in the waiting lounge. After the procedure and recovery the patients are usually eager to get home. they are worried about the well-being of the patient and as a result are likely to be less tolerant of mishaps. the counselor also arranges meetings between the ICU doctor and the relatives once a day. Prayer rooms are also provided for the relatives. critical incidents are the period prior and during the procedure. In the case of ICU patients. This is where they can pray while the patient is in surgery or ICU. During and prior the procedure. That is.CRITICAL INCIDENTS Here. Therefore. discharge and billing. All measures are also taken by the hospital to ensure that the patient receives the best care. For instance. Thus. the ward sister gives the patient a discharge summary at the time of discharge. the relatives of the patients are likely to be most vulnerable. The hospital has a separate business centre for the efficient and quick processing and payment of bills.
The use of web technology for virtual hospital visit is said to be the first of its kind in the world. • • Suggestion boxes are placed at the nurse’s station in each wing. The department acts any problems discovered on. Service recovery provides the tools employees need to help customers “recover” from negative perceptions. It may also be one of the reasons why such a facility had not been thought of in other parts of the world.to avoid any inconvenience to the patient. The claim may be true considering that family bonds in the country are very strong and even extends to close relatives. It is the duty of this department to sort out problems associated with customer satisfaction. a letter is seen to the patient. For example. complaints etc. if a patient complains that a particular doctor doesn’t arrive on time etc. scaled – down joint SERVICE SECTOR MANAGEMENT 59 . thus becoming satisfied patients. The patient is assured of his/her identity being kept secret from the hospital staff. • In the event that the patient leaves the hospital with a bad impression. • EMERALD has a distinct Customer Care department.. The patient is asked to fill it and put it in the suggestion boxes before leaving. the doctor is made aware of the situation/ discomfort caused due to his late arrival and asked to correct his behavior. • Feedback forms are provided by the ward sister to the patient at the time of discharge. collecting feedback and checking on the service that the patients and visitors receive. Besides. apologizing for the inconvenience and an assurance that it will be looked into and prevented from happening again. • The department takes a round of the hospital everyday between 9-12 every morning. and sent to the patient by courier COMPLAINT MANAGEMENT/SERVICE RECOVERY Service recovery is an aspect of the total customer service strategy that is often overlooked by hospitals and health care workers. the final refund is made by cheque.
Public Relation: Direct contact program: • • Nurse’s day celebration on 12th may every year. So that nobody is ignorant about the seriousness of the disease. pharmacist. • Sponsorship incase of school sports day. We will also have walk in seminars to achieve the same end. as they will be molding the future. as this will be when we are creating awareness about diabetes and also building a name in society among our target audience.000 hits within two months after its introduction. especially parents of these children. Children’s day celebration on 14th November every year. doctors and other hospitals etc. • Celebration of Independence and Republic day in order to shape the young minds Education/Awareness: • Magazines newsletter where children will share their experience.families are still prevalent where this technology would come in handy. The Ad spend will be maximum in the first year. Personal Selling: It involves sending personnel out to schools. MEDIA PLAN All media promotions will begin six months before the commencement of the hospital in order to create some awareness before be become completely functional. • Pharmacist and doctors. The success of this facility is revealed by the fact that there were as many as 8. Our plan will consist of the following activities along the various lines. to talk to prospective customers (patients). SERVICE SECTOR MANAGEMENT 60 .
Sat. personality. etc.000 39.Corporate Social Responsibility: • Free check-ups done at school and other places. Advertising: Television commercial media plan Channels Program Days Mon. Wed.000 25. News around the clock Health and Fitness Biography Opra Winfrey Show Full House 1 1 1 1 1 1 Fri. .I.000 5.000 12. • CMEs (continuous Medical educational Programmes) • Committees for grievances and accepting constructive criticism.00.00.000 12.Sun 11 1 1 Total #### 3 2 2 1 1 2 1 1 1 1 Budget (Rs. • Diabetic week • Beautification of the surrounding • Out reach camps incase of epidemics.00.000 9.000 12. Internal assessment: • Seminars held on a monthly basis for doctors in the auditorium.) week 39.D.000 17. Thur Star plus Kaun Banega Crorepati 2 Kyunki saas bhi kabhi bahu thi Kasautii zindagii kay C. communicable diseases • Provide medicines to orphanages and old age homes.000 1 1 1 1 Sony Aaj Tak CNBC History Star world Zee Café SERVICE SECTOR MANAGEMENT 61 .00. • Get together and informal meetings for staff. • Continuous training provided to staff on different issues such as behavior. Tue.
000 1.V.90.000 1.000 50.00.00.00.50.M. school) TOTAL Weekly Budget 3.000 13.Total 2 2 2 2 2 2 2 14 80.000 Magazine: Name of the magazine Health and Nutrition Health Screen Reader’s Digest India Today TOTAL Weekly Budget 67.000 4.000 and hence for the month Rs.90.) 6. News paper media plan Name Of The Paper Times of India + Wellness Hindu Economic Times Dainik Bhaskar(Regional paper) Gujrat Samachar(Regional paper) TOTAL No.00.000 Outdoor: Place Worli Mahim (Bombay Scottish) Juhu ( Maneckji cooper school) Bandra ( A.90.50.82. 32.00.50.00.000 SERVICE SECTOR MANAGEMENT 62 .50. Of times in a week 3 2 3 2 1 11 Weekly Budget (Rs.500 The print budget for the month is Rs.360.000 1.00.000 7.000 The total budget for the TVC for the week is Rs. 80.000 8.500 55.000 2.000 3.000 2.00.000 and the difference in the rate is due to the various categories.72.000 3.
00. hospitals and schools. which will be entertaining all the calls and queries of the customers.000 Direct Marketing: As for direct marketing. we will be sending out brochures/pamphlets on a selective basis to doctors. They can even visit our website for the same.The monthly budget for outdoor advertisements is 34. We also have customer service departments. SERVICE SECTOR MANAGEMENT 63 .
Finding new ways to delight our patients and help them to stay fit for a better tomorrow. Open branches in metropolitans. We plan to expand ourselves into a multi-specialized hospital. Continuous improvement in Human Resource. The list on our agenda includes: • • • • • • • • • We plan to open a medical institution (diabetes education) in our campus which would help the young minds get first hand information with practical exposure. Air ambulance facility will be provided in near future. Hence we at EDH have set a benchmark for ourselves regarding the future perspective and we will achieve this within five years from now.THE ROAD AHEAD… It is very important to have a clear cut vision of what the organization wants to achieve in the following years as competition gets intense and delighting customers gets difficult. will have franchising given to different places and cities. We would have our own Research and Development facilities. ‘The diet store’ which is one of a kind now. SERVICE SECTOR MANAGEMENT 64 . Emerging as one of the main market players in the field of health care.
injured or otherwise mentally or physically incapacitated or helpless. leading to reduced morbidity and mortality during evacuation. who may require emergency medical care in-flight.AIR AMBULANCE CONCEPT Transfer from military evacuation to today’s sophisticated EMS (Emergency Medical Services) programs for all concerned did not occur overnight. a land of vast distances and scattered population. it became possible to commence a dedicated Air Ambulance Service. and who. in a physician’s opinion.” In India this service was only available in the military. wounded. Australia. An air ambulance is specifically designed to accommodate the aero medical needs of person’s who are ill. but none in civil due to lack of finances and non-availability of suitable aircrafts. “Get the patient to the best medical care available as rapidly and as safely as possible. With the onset of liberalisation in our country during the early years of the last decade. a rewarding goal with proven medicalbenefits. cannot be safely transported on a standard commercial flight. probably deserves the credit for being the leader in integrating the airplane into the health care delivery system. SERVICE SECTOR MANAGEMENT 65 .
Raheja Hospital A) Books Philip kotler…….Service sector Management Understanding diabetes (Simple guide for patients)….BIBILOGRAPHY 1) S.30th August .Marketing Management Christopher Lovelock……..7. sheetal booklet) S. 2005 Mumbai Mirror ……29th August. Volume 2. Raheja pampletes Healthcare Websites C) websites Name of fellow D)Nespaper Bombay times…….Anil Kapur. Kamla Kapur B) Magazines / Brochures Health screen…. 2005 SERVICE SECTOR MANAGEMENT 66 .. L. July 2005 (diabetes clinical management ……cover story pg 10 – 17) Granosinithline ( nd. L. No.
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