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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
Setting up hospitals is not an easy task. The amount of hospitals in India is very less when compared to the other developed countries. The other governments of other states should take up a cue from the Maharashtra government. Concessions can be limited to first five years or so. Healthcare is the neglected field. Even the urban areas do not have enough medical facilities. The World Bank can make available funds of around Rs 700 crore for state health systems and development projects. only meant for slogans by our politicians. who may not be very well qualified. in setting up similar Joint ventures all over the state with the assistance of World Bank. Maharashtra government is playing an important role in the development of the hospital sector. In the rural areas one village has only one doctor.PEST ANALYSIS Political factors Most of the healthy nations are also wealthy nations. Economic factors The Indian healthcare is the next boom in the country after the IT euphoria. The reality in private healthcare sector is that as an industry it has long gestation period and so most of the bigger projects fail. To improve healthcare facilities we have to provide special assistance to private healthcare sector. Government has to give certain concessions to private health sector. In India even after 53 years of independence we all have to accept that government has failed to provide basic healthcare. It can be in the form of free land for small hospitals at district levels or concession in power tariff. SERVICE SECTOR MANAGEMENT 4 . Government later on gets back revenue in the form of tax when these institutions start making profits.
6. 3. in Bombay 20% of beds has to be kept reserved for poor people. Teach hygiene. Certain percentages of beds have to be kept for poor people. SERVICE SECTOR MANAGEMENT 5 . medical records. or in the form of reimbursements from the State. and accessibility of health care. Look after the needs of local poor people. sanitation among the poor masses. E. Social Factors 1. However this may all change because of the increasing deployment of third party payment either in the form of Medical and Allied Insurance. telemedicine. network communications. 7. 4. 2. real time image transfers and newer ways of distributing health information to consumers are beginning to affect the cost.The people in India do not avail of the hospital facilities very soon. quick distribution and reliable image transfers. Safe disposal of hospitals wastes like used injection needles. Spreading awareness about various diseases through campaigns and free medical check ups. Open counseling and relief centers. 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.g. This in turn will increase the employment opportunities to many people. The technologies today can support vast databases. Technological Factors We are witnessing Information technologies transforming the way health care shall be delivered. quality. 5. health information networks. waste blood etc. decision support systems. This is because of the high cost related to it. and taking due care of environment. Innovations such as computer based hospital information systems.
The corporate hospital sector is most evolved in the south while charitable/trust hospitals proliferate in the west. preventive. oncology. maternity and trauma/critical care. nephrology. Government-run hospitals and those operated by charitable organizations. geriatrics. patient services and training of health workers in biosocial research. promoting health care activities and to some extent a center helping biosocial research. Most large trust and corporate hospitals have invested in modern equipment and focus on super-specialties. Key therapeutic areas are cardiology. Most hospitals today are trying to provide all ultra facilities and are in the process of making state of the art hospitals. WHO states that hospitals are socio-medical organization whose functions are: Curative. SERVICE SECTOR MANAGEMENT 6 . Today hospitals are a place of diagnosis and treatment of human ills. They employ 80% of the country’s medical personnel. they are social institution to make available to society the required Medicare services. for the training research. Hospitals provide the infrastructure facility to healthcare. The private sector accounts for 70% of primary medical care and 40% of all hospital care in India. the north and east are also showing a growing trend in private hospital expansion. However this may not be true for private hospitals. orthopaedics. Hospitals are not for profit making. With time the classes and quality of hospitals have changed a lot today. The last two decades have seen the mushrooming of corporate and privately run hospitals.INTRODUCTION TO HOSPITALS Until the early 1980s. However.
On the basis of PATH OF TREATMENT.CLASSIFICATION OF HOSPITALS The classification of Hospitals on the basis of objective. which is based on the Indian system where herbals are used for preparing medicines. there are four types: Government hospital. path and size. there are: • • Allopath which is the system promoted under the English system. Unani Homeopath Others • • • SERVICE SECTOR MANAGEMENT 7 . • 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. General hospital for treating general ailments. Voluntary organisations also run hospitals. Special hospitals for specialized services in one or few selected areas. Charitable trusts also runs hospitals. which is partially shared by the government. 1. which is owned. Ayurved. • • • 3. ownership. • • 2. managed and controlled by government Semi-government hospital. • On the basis of the OWNERSHIP.
• SERVICE SECTOR MANAGEMENT 8 . tune with number of students. 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. which can be adjusted in District hospital – generally have 200 beds. On the basis of the SIZE. which can be raised to 10. • contingencies. • depending on the requirement.4. there are: • Teaching hospitals – generally have 500 beds.
The only way they can provide tangible clues to make the service provided a success. For e. 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. SERVICE SECTOR MANAGEMENT 9 . Standardization is hard to maintain. The inconsistency occurs largely because of • • Different service providers perform differently on different occasions. The customer has to be present when the service is performed. feel or smell before they actually use it.I’S OF HOSPITAL INDUSTRY Intangibility Intangibility indicates that the service has no physical attributes and as a result. Also a patient may not each diagnosis in a different way. The customers can’t really realize the service provided until they get well. Inseparability Inseparability means that the service can not be separated from the creator-seller of the service. i. Inconsistency It’s also referred to as heterogeneity or variability. the hospitals provide extra facilities like television. hears. Infact there are many services which are created. For this they have to provide good supplementary services. delivered and consumed simultaneously through interaction between customer and service producers. Infact in case of hospitals the service is created and delivered simultaneously.g. Interaction between customer and provider may vary from customer to customer. Here too the customer. Every doctor is not the same and may not give the same diagnosis. impossible for customer to taste. or then friendly personnel’s can make a difference. the patient has to come upto the hospital to get the treatment. Hospital industry is where the customers (patients) get treated for physical problems they have. The type of service to be provided depends on the customer.e.
stored or inventoried. E.g. 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. 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. if a doctor is available but there’s no patient during that period. SERVICE SECTOR MANAGEMENT 10 .g. Also there’s cost also associated with the carrying of inventory. Here the costs are more subjective and are related to capacity utilisation for e.Inventory Services can not be easily saved. This is all due to the perishable nature of the services.
Its incidence is increasing rapidly. Normally. Diabetes is the common term for several metabolic disorders in which the body no longer produces insulin or uses the insulin it produces effectively.INTRODUCTION TO DIABETES "Diabetes" is a Greek word meaning "a passer through. according to the World Health Organization. and is gaining in significance. "Mellitus" comes from the Greek word "sweet". Diabetes is a number of diseases that involve problems with the hormone insulin." SERVICE SECTOR MANAGEMENT 11 . or When the pancreas produces very little insulin. Diabetes is in the top 5. It’s almost hit the world like an epidemic. In 2004. and it is estimated that by the year 2025 this number will double. Diabetes occurs: • • • When the pancreas does not produce any insulin. Apparently. or When the body does not respond appropriately to 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. of the most significant diseases in the developed world. a siphon". 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. a condition called "insulin resistance. What is diabetes? It is a common condition and is characterized by abnormally high blood sugar levels.
The persistent rise of blood glucose levels in diabetes can lead to long term complications (if not treated properly) involving important organs like: eyes. People with diabetes need to manage their disease to stay healthy. type2. kidneys. blood vessels. Gestational diabetes is described as diabetes related to pregnancy. Type2 diabetes which has relative insulin deficiency combined with defects in insulin action account for 95-97% of adult population suffering from the disease. As yet. and pre-diabetes. other specific types of diabetes. Type1 diabetes is characterized by absolute insulin deficiency. According to the World Health Organization (WHO). heart. Type 1. ailing from diabetes by 2025 and this would become 80 million in by 2030.Diabetes is a lifelong disease. India has currently the world's largest population of diabetics. gestational diabetes. there is no cure. Diabetes is characterized by a partial or complete lack of insulin production by the body. with an estimated 30 million people suffering from the disease. the classification of diabetes mellitus include five clinical classes. One specific to our country is malnutrition related diabetes mellitus and fibro calcus pancreatic diabetes. SERVICE SECTOR MANAGEMENT 12 . nerves. Pre-diabetes is a tern coined for people who have only fasting high blood sugar and have no other sign and/or symptomsofdiabetes. India is expected to encompass 57 million people.
such as kidney failure and heart disease. The risk for kidney disease increases over time and becomes evident 15 to 25 years after the onset of the disease. Medical conditions such as good control of sugars. SERVICE SECTOR MANAGEMENT 13 . nausea and vomiting. a condition called nephropathy. • Kidney damage. fever. Fortunately. This eye problem occurs in 75% to 95% of adults who have had diabetes for more than 15 years. management of hypertension and regulation of blood lipids are important to prevent retinopathy. 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. a number of serious or life-threatening problems may develop. Obese Aged 40 years above Having family history of diabetes (any body in the family affected by diabetes). 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. • • • who have sedentary lifestyle (not exercising) and Unhealthy dietary habits are at risk of developing diabetes. About 35% to 45% of people with diabetes develop kidney damage. This complication carries significant risk of serious illness -. Consequences of Uncontrolled Diabetes: When diabetes isn't well controlled. including: • Retinopathy.Who is at risk? People who are: • • • • In children with unexplained weight loss.
vomiting and diarrhea. SERVICE SECTOR MANAGEMENT 14 . This can lead to increased risk of injury and decreased ability to heal open sores and wounds. which in turn significantly raises the risk of amputation.• Poor blood circulation. Damage to nerves may also lead to digestive problems such as nausea. Damage to nerves and hardening of the arteries leads to decreased sensation and poor blood circulation in the feet.
Also the technology and the equipments are as per SERVICE SECTOR MANAGEMENT 15 . as it is not curable. To accomplish this goal. It was then that S. It is situated at Worli. Now they too have moved on. for which we run various health care camps and sessions that educate the general public about common health problems. and have expanded their services for curing ailments such as cancer and have become a multispecialist hospital. which will be increased in near future.INTRODUCTION TO EMERALD DIABETES HOSPITAL Diabetic Association of India was formed in 1955. a very accessible location.L. with a view facing the sea. EMERALD will be a renowned name in the field of medicine. The association was formed to educate and disseminate information concerning diabetes to the public. nurses and the required medical staff in the field of diabetology. Our aim is to specialize in one area and then move on to another. It super specializes in juvenile diabetes. Raheja hospital at Mahim was set up as a specialty hospital in diabetes. It is finally now. it soon became the apparent that members of the medical profession also need to be educated. Diabetes as an ailment found new combatants as the institute educated and trained a whole new generation of doctors. the hospital promises to provide quality diabetic care to patients. The hospital has been designed as per the norms and the rules laid down by the All India Association Of Hospitals. Our services are the core specialties that provide comprehensive and affordable care to patients suffering from various diabetes related ailments. the All India Institute Of Diabetes was established under the aegis of the diabetic association of India in 1974. Also helps in prevention of the disease. At EMERALD we are aware of are social responsibilities. their prevention and cure. trained and upgraded in these fields as per recent innovations due to progress of research and development. EMERALD DIABETES HOSPITAL. The bed capacity of our hospital is 50 beds.
We strive continuously to invest in technology and healing techniques. our patients are treated with personal care and medical expertise. both governmental and non-governmental.to control the spread of diabetes and manage the lives of diabetic individuals”. It is started to set a benchmark in quality care. Maintain a high standard of awareness towards social issues. SERVICE SECTOR MANAGEMENT 16 .let the sweetness remain. Why EMERALD? VALUE STATEMENT • • • Offer international standard of quality at reasonable cost. For this end we attempt to provide more than just the best possible medical treatment to our patients. • Maintain mutually beneficial relationships with other agencies involved in healthcare and related areas. exploiting the full potential of technology.international standards. environment and ecology and contribute towards quality of life of the present as well as the future generations. appropriate cost and training for those in the profession. ethical practice. Our faith lies in the miraculous power of human touch. with medical and managerial expertise” A PIECE OF WORD FROM THE MANAGEMENT “We at EMERALD DIABETES HOSPITAL believe in our motto. Care with human touch. In keeping with this faith. OUR VISION “To be a leader in health care services” OUR MISSION “To provide quality care in key specialities. state-of-art-equipment and care. Our aim is to combine expertise.
LAUNDARY SERVICE SECTOR MANAGEMENT 17 .• Support healthcare research. ORGANIZATIONAL STRUCTURE MEDICAL DIRECTOR CHIEF EXECUTIVE CONULTANT DIABETOLOGIST ACCOUNTANT DEVELOPMENT OFFICER DIRECTOR OF NURSING CLINICAL NURSE MANAGERS STAFF NURSES ADMINISTRATION CATERING ESTATES NURSE ASST.
cities or neighborhood. occupation. religion. some of them don’t even know that they have the disease. In Mumbai there are thousands of people being diseased everyday with hardly any medical centers or Hospitals to treat them. Demographic Segment: the market is divided into groups on the basis of variable such as age. countries. nationality and social class. family size. Apart from being one of the most populous city’s it is also a metropolitan and the financial capital of India. income. race. by and large the entire mass by delivering varied services to a specific disease. regions. family lifecycle. With these variables of segmentation we get to know the preferences and the usage rates associated with SERVICE SECTOR MANAGEMENT 18 .e. SEGMENTING Segmenting variables such as geographic. The location for our hospital is Mumbai having population of around 13343 thousand people.MARKET ANALYSIS STP For Our Hospital We have done the STP i. Geographic Segment: It calls for dividing the market into different geographical units such as nations. 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. generation. One can operate in few geographic areas. education. Psychographic and behavioral segmentation helps in knowing consumer wants needs and responses of various services and products. states. In Mumbai there are lot of people who have Diabetes. or operate in all but pay attention to local variations. demographic. gender. Segmenting. After doing research we decided on setting a specialized Hospital which would target all sections of people. Targeting and Positioning to help us carry the research forward.
e. 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. Our Hospital would target Section A and Section B people. user rate. This would help in creating loyal patients and create goodwill for our hospital. Behavioral Segmentation: In this the segmentation is done as per the following variables i. SERVICE SECTOR MANAGEMENT 19 . As per research and analysis any person having diabetes would come to our hospital after knowing the facilities that we offer and the care. 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.different consumers. loyalty status. benefits. 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. user status. 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. They would slowly develop trust in us. or response to a product or a service. use of. However Diabetes can happen at any age.are the best starting points for constructing market segments. knowledge of. attitude towards. comfort we provide. These behavioral variables – occasions. buyer readiness stage and attitude.
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. 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. would study the different regions in the city of Mumbai inspect those areas. EMERALD in this case. These would be the case histories and be helpful in forming our data base. This is called segment by segment invasion. SERVICE SECTOR MANAGEMENT 20 . Also specific targeting of those needs and groups are done to understand which services would be superior and entice patients towards our hospital. 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.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. Since EMERALD is a specialty hospital for Diabetes at present its target audience is diabetic people and people who are at high risk. 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. However it has future plans of becoming a multi specialist hospital and then would expand its services.
Also the service delivery will be our differentiating factor will be explained further. we have gone one step further by not only differentiating our service but introducing something for the first time in mumbai. This will be the first hospital to specialize in JUVELINE diabetes in Mumbai.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. It is very difficult for an organisation to survive without differentiation. Thus. Differentiation is like oxygen in Todays competitive environment to survive. SERVICE SECTOR MANAGEMENT 21 . EMERALD specializes in diabetes with super specialization in JUVELINE DIABETES.
Surgical speciality • • • • • • • • Ophthalmology E.T Pediatric surgery Dental General surgery Orthopedic surgery Urology Nuero-surgery Health check-ups • • Basic. Executive and Comprehensive packages.N.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. Well woman (basic and special packages). SERVICE SECTOR MANAGEMENT 22 .
Diet store. Good sanitation conditions. Blood banks. Coffee/tea/juice vending machines on every floor. Pre-employment package.C. 24hours chemist shop. Lobby on every floor with proper sleeping and sitting facilities. Ambulance. State of art laboratory. Dust bins at short distances. Gift shop. Availability of stretchers and wheel chairs easily. and Operation theaters with latest technology. Good infrastructure facilities. I. 24hours ATM facility. Cyber café. 6 lifts and 3 exits. Tie ups with Jaslok and Breach Candy hospital. Dieticians and consultation. Casualty ward. Cafeteria with clean and hygienic food. Phone booth center. Library. Prayer room.U. FACILITIES/SERVICES OFFERED AT EMERALD… • • • • • • • • • • • • • • • • • • • • • • • Highly qualified doctors and paramedical. Nana-Nani package (senior citizen). SERVICE SECTOR MANAGEMENT 23 .• • • Sweet package (Diabetes). friendly nurses and ward boys.
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”.
SERVICE SECTOR MANAGEMENT
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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persons. information and ideas. organisations. places. it is very essential for our service providers to be aware of the nature. THE PRODUCT MIX SERVICE SECTOR MANAGEMENT 27 . experiences. This helps them in planning and development of the services in the background of users’ changing needs and requirements. The product should be developed keeping in mind the users’ psychology. events. behavior. requirements and status of the users. 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. properties. Products that are marketed include physical goods.PRODUCT Phillip Kotler says a product is anything that can be offered to a market to satisfy a want or a need. Thus. services.
personalized assistance. along with the basic and minimum offering. In hospitals. In hospitals. cell charging facilities. in addition to the core product. all other supplementary services like a bed. hygiene etc. Level 3. waiting area. Core / generic product: This is the basic service product. 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. Augmented product: In this.Levels of service: Level 1. For example. Expected product: This is the basic product and minimum purchase conditions that must be met. availability of medicines and drugs. exercise all form a part of the augmented product. good infrastructure. in EMERALD beds are provided for ICU attendants free of charge along with other communication facilities like internet. a terrace garden for patients to walk. meals. Level 2. Hi-tech equipments. Level 4. gift shop. ambulances. These features and benefits are useful or likely to be useful to the buyers. Potential product: The potential product contains potentially feasible features and benefits that play a significant role in holding and attracting the customer. there is something different which enables the product or service to be differentiated from that of the competitors. prayer room. SERVICE SECTOR MANAGEMENT 28 .
During the patients stay in the hospital: Information regarding services. to procedure for payment of bills.. treatment is provided only after a preliminary check-up and/or various tests. At EMERALD. Information to the general public: The hospital has its own website at www. Consultation In any hospital. 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. This guide provides various points for the patient’s knowledge and information.com. the ward sister gives the patient a summary as to the formalities like processing papers with insurance company etc. New customers or patients in general: A ‘patient guide’ is made available in each room. facilities or various procedures is also provided by the employees as and when the required or on the patient’s request. containing details about the location. Preventive healthcare facilities at EMERALD include a range of sophisticated tests and consultations. visiting hours. and facilities for relatives and discharge procedures. SERVICE SECTOR MANAGEMENT 29 . right from booking and cancellation procedures. providing information refers to making the patients or the general public aware of the services and facilities offered by the hospital.emerald. services.SUPPLEMENTARY SERVICES: SERVICE FLOWER Information In a hospital. etc. meals. at the time of discharge. admission rules and procedures. this is done in a number of ways. For example.
margin of safety and behavior of personnel. this is usually in the form of admitting or registering the patient. all medical sockets. easy to understand. So as to make the room aesthetically pleasing and improve patient mentality (they are usually depressed). SERVICE SECTOR MANAGEMENT 30 . particularly in hospitals as the expectations of people towards medical care are ever increasing. in-house meals etc. behind a panel beside the bed. The process of admission in any hospital should be simple. Means of quick registration must also be provided for in the case of emergencies. single room and deluxe suites are available to patients. all rooms have natural and indirect lighting with huge windows and in some cases. The EMERALD provides a host of conveniences to patients and their relatives. fast and accurate. terrace gardens. Service to patients: • • A choice of packages from twin sharing. 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. instruments or attachments are hidden from view. At EMERALD the registration and necessary formalities are done immediately. A number of facilities are provided to the patient such as a television. For example.Order taking In a hospital. No longer are they limited to only the clinical outcomes but also involve the delivery process.
Interim bills and Final bill. keeps a dust free environment. coffee machines. a hygenic cafeteria. prayer rooms. Bills/Billing Hospitals should ensure that billing and payment procedures are quick so as to enable the patient to return home soon after discharge.e. The final bill is generated at the time of discharge. the relative is immediately called by the secretary in charge. public call booths. the EMERALD measures up to the highest international standards.Service to relatives: The EMERALD hospital in Mumbai provides a separate family waiting area for relatives of patients in ICU. blankets etc. including major/minor operation theaters. Relatives also enjoy facilities like internet connection. SERVICE SECTOR MANAGEMENT 31 . pillows. The interim bills are generated to give on a bi-weekly basis. two types of bills are generated i. An approximate bill amount is collected as deposit before discharge. library. in the ICU cases. On the safety front. special peat filters for maintaining air quality and highest degree of sterility etc. one person should be present in the hospital 24 hours so that he is available to sign the consent form. The reason for such an arrangement is that. Each cubicle in the waiting area has provisions for sleeping such as a bed. It helps is avoiding any confusion at the time of generating the final bill. Payment There is a separate business centre for payment of bills. which is considered at the time of final bill. This considers all the interim bills and the advance deposit paid. They give the patient an idea about the charge payable for the specified period. Patient number is allotted to the relatives bed and in the case of an emergency. a gift shop etc. At EMERALD. Safety /Caretaking Safety and hygiene is of utmost importance in any hospital.
Implementing quality system controls the cost by: a. EMERALD is high in assurance. c. Avoidable complications e. competence. security and courtesy.Reliability refers to the ability to perform the service promised. • Assurance .Exceptions These usually occur in the form of emergencies. The hospital also has a world-class team of doctors and surgeons. Reducing unnecessary interventions. There is increasing willingness to provide protection against illnesses by way of healthcare insurance.Assurance refers to freedom from danger. procedures for emergency cases. dependability and accurately. Hospitals must be well prepared to face any kind of unexpected emergency.g. e. SERVICE SECTOR MANAGEMENT 32 . EMERALD has special Reliability . It includes creditability. RATER • For example. risk or doubt. Patient satisfaction is increasingly taken as an important measure of quality. post-operative infections. This has made it pertinent that management of quality is done on a wider basis than mere medical audits. Employee turnover and consequent training costs. Quality dimensions The rapidly expanding scope of healthcare has led to increasing complexity in its delivery. d. Getting it right first time of repeat surgery. Imbalances of resources: Lack of theatre time or lack of access to diagnostic facilities leading to increased length of stay. b.
EMERALD DIABETES HOSPITAL also imparts education.EMERALD is also high in responsive i. • Responsiveness . training and research facilities and also educates and train paramedical officers. communication and understanding of the consumers.• Tangibility . personnel and communication material. staff and auxiliary divert a close attention.e.This includes access. SERVICE SECTOR MANAGEMENT 33 . All the services like line.Tangibility refers to the appearance of physical facilities. put in process the state-of–art-technology. the willingness to help the customer and provide prompt service. • Empathy . The employee also goes out of their way to help both the patients as well as their relatives. It has special procedure in place for emergencies and quick complaint handling procedures. the staff at emerald has put in tremendous amount of efforts for acquiring sophisticated equipment and appliances. 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. We believe in controlling and managing the entire life of a diabetic patient. The main products of hospitals are medical services. Medical Care At EMERALDthe most important functions are to give care to the sick. nurses and other technical staff. In addition to medical care. With the changes in environmental conditions. equipment.
LINE SERVICES At EMERALD the line services can further be classified as follows: Emergency Services The casualty services are made available round the clock. we have the necessary set up. co-ordination with other departments. This department is specially meant for patients having illnesses of grave nature requiring immediate treatment. Casualty Dept Reception & Enquiry Registration Examination Observation Admission Discharge Dressing Normal Health Death • Out Patient Services SERVICE SECTOR MANAGEMENT 34 . well-defined procedures and work distribution. suspense and anxiety of attendants by rendering the best treatment made available to patients. It is also meant for injured persons. The casualty department needs to apply more precautions especially in cases of poisoning and accidents. This department takes added responsibility of removing emotional strain. To attend quickly and effectively.
Accordingly the OPD renders diagnostic. •Our OPD is well connected with the X-ray Department. laboratories and other facilitative services.In our out patient department (OPD) all patients are examined irrespective of the degree of illness. •Our panel. SERVICE SECTOR MANAGEMENT 35 . curative. acute or chronic. consisting of doctors from various specialties. •The doctors. offers consultations on diabetes related problems. dressing and treatment and further admission of patients to in-patient ward need time-honored arrangements. preventive and rehabilitative services. whether minor or serious. Writing prescriptions. para-medical officers and nurses should be well trained so that customers never feel dissatisfied. •We have an extensive appointment and scheduling system that reduces the waiting time and offer a comfortable and timely visit to the consultants. •The presence of support services in close proximity reduces time consumption and offers better and quicker services. The examination or investigation of diseases is the most significant aspect of services rendered by the OPD.
The patients are required to make decisions regarding their admission to a particular ward. We have20beds. • Our 10-bedded ICU is equipped with life saving and support systems handles medical as well as surgical emergencies. SERVICE SECTOR MANAGEMENT 36 . if necessary. a kitchen. It is for those patients demanding acute. • • • Least expensive are the general wards where there are10 beds. • care. • Round the clock monitoring by nursing staff ensures efficient patient There is one nurse per patient. the patients are advised admission to inpatient wards. The deluxe ward has 20 beds. a T. nursing staff station. and other facilities required for patient care. • Wards Centrally air-conditioned wards provide accommodation and services to patients. whether private or general. The super deluxe wards include a drawing room. to give the much needed care and attention. Intensive Care Unit • The ICU is considered to be the heart of the hospital.In Patient Services After the examination of patients in OPD. Each ward has a doctor’s duty room. dressing room.V and exclusive facility. multidisciplinary and special treatment. • 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.
which helps us to provide both pre-op and postop care in the same department. • The sterilized environment ensures minimal infection while trained nurse and aseptic techniques assure best care and treatment. general surgeries. including one septic and one minor operation room. it combines care with medical expertise to tender complete treatment. • Equipped with sophisticated. • It’s on the same floor of the OT.• • Day Care Service Unit Our day care services cater to those patients who require a single day stay at our hospital. • The management has made available technologically advanced and sophisticated equipment and appliances to facilitate surgeries such as diabetic foot. state-of-the-art technology.hour Dialysis unit is a haemodialysis one. Open round the clock. SERVICE SECTOR MANAGEMENT 37 . ENT. ophthalmology and non-invasive surgeries. orthopedics. SURGICAL SUITE AND QUALITY CONTROL Operation Theatres AT EMERALD OT comprise of 6 highly sterilized operating rooms. 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. Uniquely designed unit offers a comprehensive package of services offered globally. Nuerosurgeries. • • • Artificial kidney dialysis unit Our 24.
proper ventilation into consideration. The OT is in close integration with the blood bank.• Our OT also incorporates digital recording and audio-visual connectivity with the auditorium that assist information sharing with the experts during clinical meetings. 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. • • • • CSSD CSSD uses autoclave for steel. 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 . • 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. • Professionals designing it take important factors such as stand-by power arrangements. ETO sterilization to sterilize heat sensitive reusable items and ultrasonic and water disinfector for cleaning and disinfecting used items. • • • • • • Quality Assurance And Infection Control Committee It ensures good quality patient care by reducing hospitals acquired infection. Efficient doctors. There is a scrub room for nurses and doctors. paramedical staff and nurses are there in the OT. Our OT has a pre-anesthesia room and a sterilization room.
the –art equipment and medical expertise to provide our patients with the best possible treatment Our treatment plan is divided into • • Exercise therapy. clinical pathology. The Facility enjoys unmatched expertise and supervision by renowned consultants. infrared. wax bath.That includes Connective Tissue Mobilization Techniques. Traction. hematology. • • • • 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. exercises with different gadgets that aids movement Electrotherapy that includes ultra sound. stimulation. REHABILITATIVE AND SUPPORTIVE UNITS • Physiotherapy • It uses a combination of state – of . Our endoscopy department is one of the only few hospitals in Mumbai that has digital Video Sono Endoscope facilities. • Technologies like florescence and Karyotyping ensure instant and accurate results. histopathology.• • Ultra sonography and color Doppler Per procedural counseling by well known radiologist • • genetics. immunology and sito blood components. SERVICE SECTOR MANAGEMENT 39 .
open to all. • 24 Hour Pharmacy We have two pharmacies One in-house and one in the premise.• • • • • 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 round the cock our pharmacies offer invaluable services to the IP. SERVICE SECTOR MANAGEMENT 40 . OP. 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. and Day Care and Emergency departments. It also ensures that medicines are purchased from authorized sources and thus guarantees the authencity of all medical supplies. The care and the attention provided by our nurses is so comforting that patients feel that they are recuperating at home.
The norms accepted by the Indian Nursing Council should be followed. manages the Nursing services. The patients are provided with disinfected and clean linen. At emerald these are the support services: The catering department comprises the kitchen. bulk food stores and dining rooms and supplies meals in the hospital. SERVICE SECTOR MANAGEMENT 41 . Clinical pathology. materials and garments etc. The laboratories are properly manned and proper diagnosis is given by them to enable right medical prescription. The radiology department should have hi-tech facilities. Heated trolleys have to be used to transport meals to patients. An ideal nurse-patient ratio is 1:5. blood bank and pathological anatomy are important areas to streamline functional management of hospital laboratories. however at EMERALD we ensure 2:5. A matron who is assisted by a sister-in –charge.g. Currently ultrasound scanning and CAT scanning have been found significant in improving services of the radiology department.THE STAFF / SUPPORTIVE SERVICES Certain supportive services are important e. An official laundry provides bacteria free garments and clothes. The establishment of laboratories should be between the OPD and indoors so that both areas are covered without delay or disruption. supply and maintenance of instruments. Pharmaceutical services play an important role. sterilisation.
engineering and maintenance service etc. chemical stores. trolleys. linen stores. The central stores department issues bulk items. furniture and other equipment. wheelchairs and stretchers are used. stores management. Awe have a security force to provide protection to the hospital property. Personnel related with defence or police are given preference while appointing the security force. The dietics department plays a vital role as it provides menu to meet the needs of patients. The security arrangements. dietary services. At EMERALD these services are maintained properly which govern the successful operation of a particular department. There are different types of stores like pharmacy stores. SERVICE SECTOR MANAGEMENT 42 .THE AUXILIARY SERVICES Auxiliary services consist of registration and indoor case records. For carriage of supplies and patients. The engineering and maintenance services are concerned with hospital building. surgical stores etc. glassware stores. transport facilities etc are not ignored. The services of well-qualified and trained dieticians help in providing nutritious diets. transportation management. supplies.
cost based subsidy and cost plus subsidy. 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. 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. Price is a major determinant of a buyer’s choice. 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. This is justified on the ground that all groups are not paying equal fees for availing their services. one should try to “Sell value. There are 4 types of costing: Free. their expectations would not be more than the proper medical aids. but only from the better-off sections of society. Moreover when no income group has been availing the services without paying any fee.PRICING In the words of Philip Kotler. but on the other hand. Sophistication can’t be possible unless we change our pricing strategies. subsidized. not price”. Apart from that. At EMERALD services involve the use of expensive and complex machinery. EMERALD follows Cost plus Subsidy This strategy allows charging more than the costs involved on the services. willingness and ability or financial backing to buy the product. the cost of maintaining them and cost of running the hospital is in no terms cheap. On one hand. as a person must have the need. we can’t adopt uniform policy while making available to the users and their attendants other facilities like standard of room. which involve huge investments. it is judicious that no discrimination is found in respect of making available the medical aids. indoor facilities and other non medical amenities. SERVICE SECTOR MANAGEMENT 43 .
Hospital bills sometimes run to several pages and contain dozens of items. the technological sophistication has raised the cost of services. Thus the hospital must ensure that such an itemized bills are accurate and intelligible. This gives the patient an idea about a charge payable for the specified period and avoids confusion at the time of generating final bills. 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. On the other hand. For the patient’s convenience. as the inputs used in making available the medical services are found costly.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. customer’s service representatives give responses to customer queries about pricing. Patients can also contact the billing department for any clarification. This must be done in an intelligible and unambiguous way. At EMERALD. payment and credit. SERVICE SECTOR MANAGEMENT 44 . generally. where and when that price is payable. the hospital generates an ‘interim bill’s a bi-weekly basis. In hospitals.
e. for detailed discussion. We conduct camps in rural areas to give medical check ups at reasonable prices. 4. Areas around hospital are silent zones i. where we involve the doctors from all around the country.3. that is. PROMOTION EMERALD relies on favorable word of mouth and not on aggressive promotion. EMERALD is located near Worli sea face and is near a prominent road so that it can be reached easily. it is not located in a heavy traffic zone as this would prove detrimental to the very existence of the hospital. We also have contracts with ambulance services to bring our patients from whichever location to the hospital. 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. EMERALD holds seminars and conferences relating to Diabetes and latest technology. We continuously introduce different health services and we generally advertise in health and fitness magazines and also conduct free check ups. SERVICE SECTOR MANAGEMENT 45 . EMERALD is easily accessible. Two main issues considered regarding the decision of the place are accessibility and availability of the service to the customer. PLACE Place refers to the contact point between the service provider and the customer.
2) Customer service and training: In EMERALD. An important way of internal marketing is analyzing feedback from regular customer SERVICE SECTOR MANAGEMENT 46 .PROMOTIONAL MIX • 1) Personal communication Personal selling: This involves an immediate and interactive relationship between two or more persons. Both in the case of corporate tie-ups and approaching doctors for patient referrals. We at EMERALD usually resort to personal selling for business-to-business marketing. almost all the services are delivered in the customer’s presence. the hospital will fail in delivering good service to the society in spite of the availability of most sophisticated equipments and technologies. it is our marketing executive who personally approaches the corporate or the doctor so as to pitch and finalize the deal. if nurses neglect patients. 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. Thus. due to which they are efficiently informed. trained and supported. Front-line personnel are directly involved in the process of offering the services. receptionists misbehave and doctors do not show a human approach. including free check-up camps and talks. efficient doctors and nurses and most comfortable buildings and infrastructure facilities. For instance.
Thus. Mostly. but they cannot advertise for generating profits. • Advertising They are not used frequently in hospital marketing. Doctors are offered various gifts and benefits in return for patient referrals. 3) Word of mouth: In Medicare services. sales promotion takes place usually by way of • • Sign up rebates or discounts Gift premiums. As mentioned before under service recovery. we also get a lot of promotion by way of word of mouth. enlighting them about how to handle various patients etc. child immunization. by ensuring good customer service. advertising through mass communication media like TV. print media etc. • Sales promotion In EMERALD. their contribution to the social transformation process. for ex. health and family welfare etc.satisfaction surveys and improves service delivery so that the way of service delivery itself is the marketing of the service. 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. • Instructional materials SERVICE SECTOR MANAGEMENT 47 . word of mouth plays a very important role. is only used in social marketing where the objective is to pass on a social message like family planning. as people are more likely to trust a hospital if they have heard about its success in treatments or quality care from a patient.
various facilities available. billing and payment procedures etc. discharge procedure.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. how diabetes can be avoided by way of healthy eating and exercise etc. cancellations. ranging from brochers and instruction manuals. As mentioned earlier. SERVICE SECTOR MANAGEMENT 48 . what to expect during the stay. We also have a patient education service. thus uses traditional approaches like printed materials. EMERALD. EMERALD has a ‘patient guide’ in every patients room which gives patient valuable information regarding booking. wherein brochers regarding Diabetes. what the various Diabetes symptoms are. what the various treatments are involved.Along with this we even have a website with necessary information for the patients.
Motivation is not necessarily by giving high salaries. 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. Utilizing services of professionally competent medical consultants. It is natural that the expectations of all groups can’t be uniform. For satisfying the users. PEOPLE Service personnel play an important role in an organization. dedicated and loyal to the organization. In addition to the medical aids. 2. 4. The objective of EMERALD is providing quality service to patients and this can be achieved by: 1. especially when we consider marketing a customer satisfaction-engineering tool. 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.5. it is only not essential that they are made available the best possible medical aids. the behavioral aspect is also found impact generating. Providing regular on-the-job training of employees to ensure continuous improvement in health care 3. Motivating employees to be efficient. Use of the latest technology. SERVICE SECTOR MANAGEMENT 49 . It is necessary that the staff in a hospital is trained to provide quality patient care using state of the art technology.
A process is divided into the following phases in a hospital. PROCESS: Process is a set of activities that take an input. the medication to be taken etc. 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. Patient’s suggestions are always considered for improving the hospital services. convert it and add value to the input and finally. create an output. 4. the bill will be paid at the billing counter. which sets a standard for action to take place and to implement the service. Blueprints design processes.6. which helps the hospital authorities to know the level of satisfaction derived by the patient. 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. 3. SERVICE SECTOR MANAGEMENT 50 . At EMERALD the patient has to go through the following phases: 1. Feedback – at this stage. the patient is requested to fill an evaluation form. Detachment phase – which includes • • Discharge of the patient Payment – after the patient is discharged. 2.
• • The hospital is centrally air – conditioned. • Emerald Hospitals has a good ambience. • The staff follows a dress code to show professionalism and maintain discipline. The physical evidence has a good and favorable influence on the mindsets of the patients and their relatives who visit the hospital. PHYSICAL EVIDENCE: Physical evidence makes a huge impact on the customer. he immediately forms an opinion about the hospital. • information and other departments. for easy access to accessibility. Physical evidence provides customers means of evaluating the service. • The hospital is structured as per the hospital planning decided by the Bombay hospital association.7. • All the doctors are provided with a well – equipped cabin. be warm and comforting because the patients that goes to the hospital is usually disturbed or unhappy. The signage is put at regular intervals so that people can have easy The reception and help desk are on the ground floor. The departments are well planned and equipped with the state-of-the-art technology. • • Our hospital is well organized and segregated into different departments. This helps patients to come again to our hospitals and also do favourable publicity by the most effective weapon the “word of mouth”. We have the following aspects which help in enhancing physical evidence there by creating good first impressions. SERVICE SECTOR MANAGEMENT 51 . This ambience plays an important role because when a patient walks into a hospital. The staff is trained to understand. Corporate image plays an important role in terms of physical evidence.
• Water coolers are placed at regular intervals having hot and cold drinking There phone booths in the visiting lounge. • essential and peripheral evidence. it is marble Good lighting and ventilation is taken care of. lab coats and no footwear allowed. There are different bathrooms for women and men. cleanliness and the whole water facility. • 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.• Professional hospital interior designers plan the operation theater. also the blood bank and the intensive care units are on the same floor in proper spacing and alignment of the OT. masks. There are six lifts in total: two for patients. • neutralizers. 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. Also they have were gloves. one for • • • staff. one for doctors only. • The kitchen is extremely hygienic and the food prepared as per required. • hospital is well – lit. Also the kitchen has a glass door so that the process of cooking is visible. There are two cyber cafes: one for the doctors and staff and one for Special care is taken to maintain hygiene. which has to serve meals. The rest of the times one remains for visitors the other are for the catering department. two for visitors which is used only from 10am -11am in the morning and 4pm to 6pm in the evening. • There is wooden flooring in the hospital and in the wards. • • visitors in the visiting lounge. two on every floor. The cooks are well trained and use sterilized crockery. This is generally taken care of by the housekeeping department. SERVICE SECTOR MANAGEMENT 52 .
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. not so much in terms of sophisticated medical equipment. 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. 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. The files are then uploaded in the hospital website. 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 . unthought of. thus introducing a human element hitherto. which are valued by the customer. We ensure care. 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. Quality is the degree to which the service satisfies a customer by meeting their wants and expectations. This breakthrough in the usage of information technology for patients was achieved by the Bangalore based ‘Think Ahead Incorporated’. in designing he website for a hospital. Bangalore has emerged as a pioneer in the design of an interactive website used in making virtual visits to hospitals. 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.Every aspect of our hospitals has to meet the hygiene and cleanliness standards set by the board. sons and daughters. INNOVATION Hospitals will soon go hi-tech. 8.
they can also get reports of the patient’ condition from the doctor in-charge. the relatives are physically able to see their near and dear ones recuperating from the treatment which avoid emotional trauma. the patient himself is to be on the road to faster recovery when he communicates with his loved ones. Wockhardt Hospital. where the virtual family visit is in use. Besides. if the relatives so desire. 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. SERVICE SECTOR MANAGEMENT 54 .
which will satisfy the customers i. Customers . employees i. • 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. nurses.THE SERVICE MARKETING TRIANGLE – BY GRONROSS Company –EMERALD DIABETES HOSPITAL CENTER Internal Marketing Enabling the Promises External Marketing Making the Promises Employees – doctors. patient’s expectations of getting cured. etc.e.e. the hospital.Patients Interactive Marketing Keeping the Promises The triangle comprises of the company i. the patient • The company here is the hospital which dreams up the idea of a service offering by way of treatment. the doctors.e. SERVICE SECTOR MANAGEMENT 55 . nurses and the customer or in this case.
Thus the selection. the patient has to continuously interact with the hospital’s employees by way of talking to the nurses. From the triangle we see that three kinds of marketing activities take place in a hospital. administrative personnel etc. 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.• The employees comprise of all the people who are involved in providing the service. training of the hospital staff makes huge difference in the well-being and recovery of the patient. INTERACTIVE MARKETING Secondly interactive marketing takes place between the employees and the patients. namely doctors. attendants.e. motivation. From the time he enters to the time of discharge. This has been explained in detail under the promotion mix and the hospital marketing. technicians. treatments and facilities to the patients. 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. attendants. EXTERNAL MARKETING The hospital undertakes external marketing as to promote the service i. Interactive marketing describes the employees’ skill in serving the client/patient. nurses. SERVICE SECTOR MANAGEMENT 56 .
SERVICE SECTOR MANAGEMENT 57 . 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. 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. goodwill towards patients.INTERNAL MARKETING Good and effective interactive marketing is made possible only through efficient internal marketing. all of which in turn will result on patient well being and recovery or customer satisfaction. so as to educate them on how to handle various temperaments/patients. 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. • They also collect feedback from customers which will help them continuously in improving the service delivery. Such training will help improve employee competence and improve employee responsiveness. Hospitals undertake internal marketing to train employees and motivate them to serve customers well.
All measures are also taken by the hospital to ensure that the patient receives the best care. they are worried about the well-being of the patient and as a result are likely to be less tolerant of mishaps. After the procedure and recovery the patients are usually eager to get home. they will not appreciate lengthy or complicated billing procedures. The hospital has a separate business centre for the efficient and quick processing and payment of bills. So as SERVICE SECTOR MANAGEMENT 58 . discharge and billing. the ward sister gives the patient a discharge summary at the time of discharge. • A counselor gives frequent updates to relatives during the procedure. critical incidents are the period prior and during the procedure. • • • Relatives are provided with comfortable cubicles with communication facilities in the waiting lounge. the hospital ensures that the patient’s consultant or his assistant explain the details of the procedure to the patient/relatives. Thus. For instance. the counselor also arranges meetings between the ICU doctor and the relatives once a day. This may prove a complication that the patient/relatives don’t need at the time. a number of formalities have to be completed by the patient at the time of discharge.CRITICAL INCIDENTS Here. Prayer rooms are also provided for the relatives. In the case of ICU patients. That is. During and prior the procedure. the relatives of the patients are likely to be most vulnerable. Therefore. EMERALD handles this by ensuring that the relatives receive a host of conveniences at the time. As this may prove confusing to the patients. Sometimes there may be more than one consent form for a procedure. This is where they can pray while the patient is in surgery or ICU.
• Feedback forms are provided by the ward sister to the patient at the time of discharge. It may also be one of the reasons why such a facility had not been thought of in other parts of the world. complaints etc. scaled – down joint SERVICE SECTOR MANAGEMENT 59 . 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. Service recovery provides the tools employees need to help customers “recover” from negative perceptions. • In the event that the patient leaves the hospital with a bad impression. The patient is assured of his/her identity being kept secret from the hospital staff. the doctor is made aware of the situation/ discomfort caused due to his late arrival and asked to correct his behavior. The patient is asked to fill it and put it in the suggestion boxes before leaving.. • • Suggestion boxes are placed at the nurse’s station in each wing. the final refund is made by cheque. a letter is seen to the patient. thus becoming satisfied patients. apologizing for the inconvenience and an assurance that it will be looked into and prevented from happening again. The department acts any problems discovered on. The claim may be true considering that family bonds in the country are very strong and even extends to close relatives. For example. collecting feedback and checking on the service that the patients and visitors receive. The use of web technology for virtual hospital visit is said to be the first of its kind in the world. Besides. It is the duty of this department to sort out problems associated with customer satisfaction.to avoid any inconvenience to the patient. if a patient complains that a particular doctor doesn’t arrive on time etc. • EMERALD has a distinct Customer Care department. • The department takes a round of the hospital everyday between 9-12 every morning.
Personal Selling: It involves sending personnel out to schools. So that nobody is ignorant about the seriousness of the disease. • Celebration of Independence and Republic day in order to shape the young minds Education/Awareness: • Magazines newsletter where children will share their experience. to talk to prospective customers (patients). 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. • Sponsorship incase of school sports day. doctors and other hospitals etc.families are still prevalent where this technology would come in handy.000 hits within two months after its introduction. Children’s day celebration on 14th November every year. The success of this facility is revealed by the fact that there were as many as 8. • Pharmacist and doctors. especially parents of these children. We will also have walk in seminars to achieve the same end. Public Relation: Direct contact program: • • Nurse’s day celebration on 12th may every year. pharmacist. SERVICE SECTOR MANAGEMENT 60 . The Ad spend will be maximum in the first year. Our plan will consist of the following activities along the various lines. 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.
Advertising: Television commercial media plan Channels Program Days Mon.000 12. etc. Tue.00. • Get together and informal meetings for staff. communicable diseases • Provide medicines to orphanages and old age homes.I.000 25. Wed.000 9. Thur Star plus Kaun Banega Crorepati 2 Kyunki saas bhi kabhi bahu thi Kasautii zindagii kay C. • Diabetic week • Beautification of the surrounding • Out reach camps incase of epidemics.000 39.000 12.) week 39.000 17.00.D. .000 12. personality. Internal assessment: • Seminars held on a monthly basis for doctors in the auditorium.00.Corporate Social Responsibility: • Free check-ups done at school and other places.Sun 11 1 1 Total #### 3 2 2 1 1 2 1 1 1 1 Budget (Rs.000 5. • CMEs (continuous Medical educational Programmes) • Committees for grievances and accepting constructive criticism. News around the clock Health and Fitness Biography Opra Winfrey Show Full House 1 1 1 1 1 1 Fri.00. Sat. • Continuous training provided to staff on different issues such as behavior.000 1 1 1 1 Sony Aaj Tak CNBC History Star world Zee Café SERVICE SECTOR MANAGEMENT 61 .
00.50.000 1.000 4.500 The print budget for the month is Rs.000 1.50.Total 2 2 2 2 2 2 2 14 80.50.000 SERVICE SECTOR MANAGEMENT 62 .000 The total budget for the TVC for the week is Rs.000 8.000 7. Of times in a week 3 2 3 2 1 11 Weekly Budget (Rs. 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 1. 32.90.00.000 50.72.000 3.82.000 3.90.00.360. 80.500 55.00.000 13.V.) 6.000 2.000 Outdoor: Place Worli Mahim (Bombay Scottish) Juhu ( Maneckji cooper school) Bandra ( A.000 and the difference in the rate is due to the various categories.50.00.00.000 2.M.00.000 and hence for the month Rs.90. school) TOTAL Weekly Budget 3.000 Magazine: Name of the magazine Health and Nutrition Health Screen Reader’s Digest India Today TOTAL Weekly Budget 67.
SERVICE SECTOR MANAGEMENT 63 . They can even visit our website for the same.The monthly budget for outdoor advertisements is 34. hospitals and schools. 00. We also have customer service departments. which will be entertaining all the calls and queries of the customers. we will be sending out brochures/pamphlets on a selective basis to doctors.000 Direct Marketing: As for direct marketing.
‘The diet store’ which is one of a kind now. Hence we at EDH have set a benchmark for ourselves regarding the future perspective and we will achieve this within five years from now. SERVICE SECTOR MANAGEMENT 64 . Air ambulance facility will be provided in near future. will have franchising given to different places and cities. 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. Open branches in metropolitans.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. Continuous improvement in Human Resource. Emerging as one of the main market players in the field of health care. Finding new ways to delight our patients and help them to stay fit for a better tomorrow. We plan to expand ourselves into a multi-specialized hospital. We would have our own Research and Development facilities.
injured or otherwise mentally or physically incapacitated or helpless. probably deserves the credit for being the leader in integrating the airplane into the health care delivery system. SERVICE SECTOR MANAGEMENT 65 . Australia. a land of vast distances and scattered population. in a physician’s opinion. With the onset of liberalisation in our country during the early years of the last decade. it became possible to commence a dedicated Air Ambulance Service. cannot be safely transported on a standard commercial flight. who may require emergency medical care in-flight. and who.AIR AMBULANCE CONCEPT Transfer from military evacuation to today’s sophisticated EMS (Emergency Medical Services) programs for all concerned did not occur overnight. a rewarding goal with proven medicalbenefits. “Get the patient to the best medical care available as rapidly and as safely as possible. An air ambulance is specifically designed to accommodate the aero medical needs of person’s who are ill.” In India this service was only available in the military. wounded. leading to reduced morbidity and mortality during evacuation. but none in civil due to lack of finances and non-availability of suitable aircrafts.
Kamla Kapur B) Magazines / Brochures Health screen…. L.Marketing Management Christopher Lovelock…….Service sector Management Understanding diabetes (Simple guide for patients)…. Raheja pampletes Healthcare Websites C) websites Name of fellow D)Nespaper Bombay times……. No. 2005 SERVICE SECTOR MANAGEMENT 66 . July 2005 (diabetes clinical management ……cover story pg 10 – 17) Granosinithline ( nd.. 2005 Mumbai Mirror ……29th August.BIBILOGRAPHY 1) S.30th August . Raheja Hospital A) Books Philip kotler…….Anil Kapur. Volume 2. sheetal booklet) S.7.. L.
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