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ASSESSMENT ABOUT THE LEVEL OF AWARENESS OF SPECIALITY SERVICES OFFERED BY KOVAI MEDICAL CENTER AND HOSPITAL IN THE COIMBATORE

REGION By M.SARAVANAN
Reg.No. 71103 3103!

of KONGU ENGINEERING COLLEGE" PERUNDURAI.

A PRO#ECT REPORT
Submitted to the

FACULTY OF MANAGEMENT SCIENCES


In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

#UNE" $00%

BONAFIDE CERTIFICATE

Certified that this project report titled &ASSESSMENT ABOUT THE LEVEL OF AWARENESS OF SPECIALITY SERVICES OFFERED BY KMCH IN THE COIMBATORE REGION' is the bonafide work of M(. M.SARAVANAN who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

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ABSTRACT

9Assessment about the level of awareness of speciality services offered by Kovai edical center and hospital in the Coimbatore region! is a project aimed at studying the awareness about the various speciality services offered by K C", the compettive position of K C", the perception of people towards K C" in terms of cost, #uality and preference. $he speciality services include %pen heart surgeries, Kidney transplants, "ip and Knee replacements, Brain Stroke, &nfertility, 'mergency services and interventional radiology.

&nformation pertaining to whether one is aware about K C"!s speciality services or not was collected. K C", K(, )S(, (K* , +amakrishna are the leading hospitals in Coimbatore. ,hich hospital is one able to recall when it comes to each of the speciality services, amongst the five major hospitals - data related to this was also collected. &n order to assess the perception of the respondants towards K C" some agree - disagree #uestions were asked. $hey were used to assess their liking and preference for K C".

$he type of research adopted was the )erformance monitoring type. $he data was collected using a standardi.ed #uestionnaire, through the interview mode. $he target respondant groups were the households of upper middle class category. *on - probability judgmental sampling was the sampling techni#ue used. $he sample si.e was //0.

1escriptive Statistics was used for the analysis of the data collected. 2rom the analysis it was found that K C" enjoys a good popularity as far as 3

emergency care services are concerned. +egarding the awareness about the various specialities, only open heart surgeries and aster health check ups are predominantly known to the respondants. 2or all the other specialities the awareness level is low. K C" has attracted the highest number of recalls for emergency services, hip3knee replacements, Brain Stroke and aster "ealth check up. $he study also revealed that there are a large proportion of people who feel that the hospital!s charges for the services provided are on the higher side.

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ACKNOWLEDGEMENT
& take this opportunity to acknowledge and thank the various people who contributed to this project. 2irst, & e4press my sincere thanks to D(. N0330 G. P0305,-:08," C20,(805 Kovai edical Center and "ospital, Coimbatore for showing keen edical Center and "ospital, for granting me the interest in my project. *e4t & thank M(. U.K.A505/20 P048050;205" Se5,o( V,.e 1 P(e-,4e5/" Kovai permission to carry out my research work in K C", and also for his constant encouragement and support during the tenure of my project. & e4tend my heartfelt thanks M(. V.R08e-2 Ge5e(03 M050ge(" M0(<e/,5g" K C" for his unflinching support and guidance. & e4press my thanks to M(. G.A5054 S:08,50/205" A--,-/05/ M050ge(" M0(<e/,5g for interacting with me on a day to day basis and providing me with advice and support whenever needed in the midst of his routine activities. y gratitude goes to P(o=.P.S)(e-2 K)80(" D,(e./o( 1epartment of anagement Studies, Kongu 'ngineering College, who was instrumental in interacting with the higher authorities at Kovai sanction my project work. & e4press my heartfelt thanks to M(. D.M)()g05054208, 3e./)(e( 1epartment of anagement Studies, Kongu 'ngineering College for providing me with insights and advice about proceeding with the project starting from the framing of the problem right through the analysis and upto the conclusion of this project. & would like to thank all members of the 2aculty, of the 1epartment of anagement studies, Kongu 'ngineering College who in one way or other took an interest in my project and gave me guidance. + edical Center and "ospital, to

CONTENTS
C20*/e( No Abstract 5'nglish6 Abstract 5$amil6 7ist of $ables &ntroduction 8 8.8 $he %rgani.ation 8./ About the project %bjectives and 7imitations / : ; 0 9 = +esearch /.8 %bjectives /./ 7imitations ethodology 8 9 88 8/ 8: 8< 08 0; 09 TITLE P0ge No iii v i4

Analysis and interpretation 2indings Suggestions Conclusion Appendi4 +eferences

LIST OF TABLES
,

T0;3e No. ;.8 ;./ ;.: ;.; ;.0 ;.9 ;.= ;.< ;.@ ;.8> ;.88 ;.8/ ;.8: ;.8; ;.80 ;.9 ;.8= ;.8< ;.8@ ;./>

TITLE (eneral )rofile of respondents Awareness about 'mergency Services provided by K C" Awareness about the network of ambulance services provided by K C" ?isit to K C" )urpose of ?isit to K C" Satisfaction 7evel ?arious speciality services and the corresponding hospitals recalled for each speciality Source of awareness for emergency services Source of awareness for ambulance services +ecall of emergency care number Awareness about the accident care3trauma care centres 7evel of Awareness about the various speciality services offered by K C" Source of awareness about speciality services )erception about the cost of services provided by K C" )erception about the Auality of edical care

P0ge No. 8< /> /8 // /: /; /0 /= /< /@ :> :8 :: :; :0 :9 := :< :@ ;8

)erception about the #uality of accident care services )erception about preference for K C" )erception about recommending K C" to others Awareness about the emergency services and the perception about the #uality of the accident care services Awareness about the emergency services and +'CA77 of

-.

T0;3e No.

TITLE various hospitals when it comes to emergency services.

P0ge No.

;./8

$otal number of people those who are aware about the speciality services and the total number of them who have recalled K C" $otal number of those who are not aware about the speciality services of K C" and the hospital they have recalled )urpose of visit to K C" and their corresponding opinion regarding the recommendation of K C" to others )urpose of visit to K C" and their corresponding opinion whether K C" would be their preferred hospital in future )urpose of visit to K C" and their corresponding opinion about the #uality of medical care provided )urpose of visit to K C" and their corresponding opinion regarding the cost aspect of K C" %verall +anking obtained by various hospitals in terms of cost, #uality and preference Comments 3 views regarding K C" 5open ended #uestion6

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--

CHAPTER 1 INTRODUCTION

1.1 THE ORGANI>ATION

Kovai

edical Center and hospital is a 0>> bed multiBdisciplinary

Super Speciality *+& hospital located in the Coimbatore Chennai *ational highway. $he hospital has more than ;> medical disciplines managed by highly #ualified and trained full time medical specialists providing full round the clock service. %ver 8>>> in patients and out patients are treated everyday at the hospital. K C" is e#uipped with state of art medical e#uipments such as physiology lab, Bone mineral 1ensometer, ?ideo 'ndoscope, %perating +&, C$ Scanner, ;1 Cltra Sound Scanner, $wo Cath labs, Cardiac 'lectro ammography, 7aser '#uipments, icroscope, Auto analy.er etc.

K C" is located on an 8< acre plot in a serene, clean and hygienic atmosphere. &t has a very good ambience. $he hospital is e#uipped with 88 operation theatres, and superspeciality procedures like open heart surgeries and other cardiac surgeries, Kidney transplants, hip replacements and comple4 neuro surgeries are done regularly at the hospital. Angiograms, Angioplasties and stenting are being done at a good success rate. $he hospital also has an e4cellent facility for providing 'mergency and $rauma care for treating various emergencies like Cardiac Arrest, +oad traffic accidents 5+$A6, Snake bites, severe burn injuries, poisonous case, stab injuries and mass casualties

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K C" is the only center in South &ndia which has introduced a new techni#ue known as (1C coils and clipping brain aneurysms. K C" has made a breakthrough in the treatment of Stroke management and uterine fibroids with the latest techni#ue in &nterventional procedures. $he state of art 2ertility center at K C" is well e#uipped to do the Assisted Conception program like &?2, &CS& to the international standards. here. ost advanced treatment techni#ues are adopted

K C" is recogni.ed for organ transplant programmes by the (overnment of $amil *adu. Several kidney transplants and corneal transplants form live donors and cadavers have been done. K C" is also recogni.ed by the $amil *adu (overnment to do "eart and lung transplants.

K C" has speciali.ed clinics like Asthma clinic, 1iabetic clinic, slim clinic, pain clinic, deBaddiction clinic, painless labour clinic, Andrology clinic, diet clinic, etc., ?arious speciali.ed procedures like chemoembolisation, stenting, fallopian tube recanalisation, Chemotherapy, Blood component therapy, Arthroscopic surgeries, 7aparoscopic and $horocoscopic surgeries are regularly done at the hospital. $he hospital has a separate department for artificial limb manufacture.

K C" is actively involved in )reventive health check up programmes. $here are 8= preventive health check up programmes such as '4ecutive "ealth Checkup plus, '4ecutive Senor citi.ens "ealth check ups, aster health check up, aster aster health check up,

aster health check up, Senior citi.en health

check up, Cancer screening, pediatric health check ups etc. "ospital regularly conducts free medical camps both in the hospital and rural areas in service organi.ations. Concessions are offered for the treatment and procedures at the

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hospital camp for patients. "ealth education programmes are conducted with the help of K C" doctors in various schools, colleges and &ndustrial establishments on a regular basis.

K C" has one of the best 'mergency - $rauma care network in the region with highly #ualified and e4perienced $rauma team, which operates around the clock and companies of %rthopedic surgeons, neuro surgeons, (eneral surgeons, (eneral surgeons, Cardio ?ascular and $horacic surgeons and plastic surgeons. K C" in collaboration with the +otary club of Coimbatore and 'rode have 0 $rauma care centres which are e#uipped with wire - less, telephone and mobile phone facilities on the Avanashi +oad starting from (andhipuram to )erundurai. &n order to ensure to ensure immediate transportation of the patient form the accident spot. K C" has an emergency control rook facility which operates round the clock to co - ordinate all trauma care centers established by K C".

$here are three satellite centers attached to K C"D )erundurai center 5 0> bed hospital6 City Center 5 +am nagar6 &t has a rural health center at ?eeraipalayam, to serve the rural community and the under privileged.

$he hospital is recogni.ed for 1iplomate of *ational Board 5)ost (raduate programmes6 in departments like (eneral Surgery, Anesthesiology, Cardiology, Cardio thoracic surgery and %bstetrics E (ynecology. "ospital is recogni.ed for training doctors in A2+CS programme in (eneral surgery.

-4

Kovai $rust 5 Kovai

edical Center and hospital under its +esearch and 'ducational (+

edical canter +esearch and 'ducational $rust - K C+'$6 offers

the following degree3)( programs, which are recogni.ed by the 1r. edical Cniversity, Chennai.

DEGREE PROGRAMS

K C" College of *ursing - B.Sc *ursing 5; year program6, 5 / years6 K C" college of )harmacy - B.)harm 5 ; years6

.Sc *ursing

K C" college of )hysiotherapy - Bachelor of )hysiotherapy 5B)$6 5; yearF 9 months internship6, aster of )hysiotherapy 5 )$6 5 / years6 K C" College of %ccupational $herapy - Bachelor of %ccupational $herapy. 5; year F 9 months internship6

DOCTORATE PROGRAMS

)h.1 programs in Biochemistry.

CERTIFICATE PROGRAMS )( lab $echnician course 5/ year program6 +adiology $echnician training program 5 8 year6 Cardiology $echnician program 5 8 year6 'mergency room technician training program 5 8 year6 %$ technician training program 5 8 year6

-5

KMCH WEB SITES

:::.<8.2o53,5e..o8

Kovai

edical Center and "ospital has developed an interactive

patient friendly website, which helps the patient and doctors to great information about the hospital facilities, doctors and special clinics.etc. &t also helps fi4 up appointment for medical consultation and investigation and surgical procedures at the hospital.

:::.<8.(e/..o8

$his website helps to know about the 'ducation, $raining and +esearch activities of Kovai edical Center and "ospital $rust.

:::.<8.2*20(80.?..o8 $his is an interactive website for purchasing medicines through hospital pharmacy. $his is being used by our hospital patients and general public.

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1.$ ABOUT THE PRO#ECT

$he

arketing

anagement system of K C" has triggered the

recognition of a situation calling for a decision.

$he

arketing 1epartment of K C" conducts a regular research on

GCustomer Satisfaction! for the patients getting admitted in K C". $his research was initiated with the intention to find out the satisfaction level of the patients and to improve in - house services and to indicate flaws and discrepancies in the service delivery system. $he results of this analysis are compiled and discussed at board meetings and staff meeting on a regular basis.

$he

arketing 1epartment of K C" has also another important task

in hand, i.e., it has to advertise regarding the facilities and services provided by the hospital to create awareness and educate the public about the hospital in terms of cost, #uality and services. $he hospital advertises regularly about the Super Speciality services as this is the platform on which it can differentiate itself. $he advertisements are placed predominately in the print medium 5newspapers, health maga.ines6. &t also uses the local television channels to e4plain about its various super speciality procedures.

All the activities are just a one sided effort, i.e., the marketing department advertises on and off, but it does not know how far its objectives G$o improve the awareness level and attract more people! is being achieved. $hat

-*

has created a gap in the marketing system and has left the department with least information. "ow far are the people of Coimbatore getting to know about the facilities of K C", is a positive word of mouth communication being spread, what sort of an attitude is prevailing about K C" amongst the public. All these uncertainties have given way for a research to address the problem.

$here is one indicator, that is the number of new customers added to the database that can tell about the spread of awareness about the facilities, but the arketing anager does not want to solely go by these figures. &t wants to understand the situation in a better way in the presence of situational variables and e4ternal influences like demand, competition etc.,

&n a nut shell, "ow far are the promotional measures of K C" effectiveH ,hat is the level of awareness about the hospital, about the speciality services in particularH ,hat is the position of K C" in the midst of competitionH ,hat is the image the people carry about Kovai "ospitalH edical Center and

$o address all these issues so that the hospital can take appropriate measures a research has been called for to provide information on the level of awareness of Superspeciality services offered by K C".

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$he below given figures 5a and b6 e4plain in a lucid way and also justifies as to why this research has been undertaken. $he hospital!s marketing mi4 variables interact with the environmental variables i.e. indicated as Gsituational variables! in figure shown below . $his has been classified as the Gcauses! and the resultant responses from the interaction of the marketing and situational variables have been classified as Geffects! in the figure. $here are two kinds of responses namely GBehavioural Gresponse and G)erformance! measure. $his +esearch mainly focuses on the Behavioural response where we are trying to measure the awareness about the various facilities of the hospital, the liking and preference for the hospital.

2igure Gb! e4plains, what decisions one proposes to take as a result of this research activity. $he figure is self e4planatory and this figure also justifies as to why this research has been undertaken.

%ne more important aspect is that K C" is adopting an e4pansion strategy, i.e it is spreading its wings to various other towns and rural areas. "ence this project would be incidentally useful for that purpose too.

-,

CAUSES

EFFECTS

M0(<e/,5g M,7 V0(,0;3e-@ )roduct 5 various services offered6 )rice )romotion 5)romotional efforts undertaken by hospital6 )lace 57ocation of the hospital6

Be20+,o(03 Re-*o5-e@ Awareness about the hospital Knowledge 7iking )reference for K C"

S,/)0/,o503 V0(,0;3e-D 1emand 5for health services6 Competition 5 from other hospitals6 "ealth Awareness 1isposable &ncome

Pe(=o(805.e Me0-)(e-@ &mage of the hospital )rofit Sales, market share, +%&.

2.

F,g)(e 0@ T2e M0(<e/,5g S?-/e8

T2e De.,-,o5 M0<,5g S,/)0/,o5 1efining the decision problem Assessing the market situation Assessing the alternative courses of action to be taken.

arketing

i4

Behavioural +esponse

Situational ?ariables De.,-,o5 /o ;e /0<e5@ )resent level of marketing efforts sufficient or not. ,hether a continuous, intermittent or an aggressive advertising strategy is to be followed. $o decide if more efforts are to be taken to promote a particular speciality service

)erformance measure

+'S'A+C"

2-

F,g)(e ;@ T2e De.,-,o5 /o )54e(/0<e (e-e0(.2

CHAPTER $ OB#ECTIVES AND LIMITATIONS

$.1 OB#ECTIVES OF THE STUDY

$o assess the level of awareness about the various multispeciality services provided by Kovai edical Center and "ospital, Coimbatore

= $o assess the level of awareness about the emergency and accident care services provided by K C". = $o understand the competitive position of K C" visBIBvis its competitors in the mutispeciality segment = $o measure the perception of people towards K C" in terms of the #uality of facilities and services provided, cost and preference.

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$.$ LIMITATIONS OF THE STUDY

1uring the data collection process there were some respondents who did not have any idea about hospitals, yet responded, such responses might have introduced a small bias in the results.

$he samples were chosen from three particular areas of Coimbatore city only as they seemed relevant. $his may not be representative of the entire population.

$he respondents consisted of various classes of people with varying levels of education, hence during the interviewing process the language and words that was used to ask the #uestion was modified suitably. $his might have made the respondents interpret the #uestion in a different fashion, "ence there is a possibility of a bias again here.

$he liking or loyalty of the respondents to a particular hospital might have made him respond unwillingly.

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CHAPTER 3 RESEARCH METHODOLOGY

3.1

THE INFORMATION NEEDED BASED ON THE OB#ECTIVES

= &nformation about whether people are aware about the emergency and trauma care services. = &nformation about whether people are aware about the emergency care number and the network of ambulance services provided by K C". = "ow did they come to know about the various services, is it through word of mouth from somebody, is it through advertisements or some other means. = ,hat do the people feel about the cost and #uality of medical care provided by K C" = $o gather information to understand in which areas or services, other hospitals fare better.

24

= %ther #ualitative information related to improving the services and awareness of K C".

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3.$ THE RESEARCH DESIGN

E7*3o(0/o(? *20-e

$he basic problem to be addressed is the awareness of the various speciality services provided by the hospital. &n order to gain a sharper perspective of the problem and develop the research dilemma into a more precise formulation and state the problem clearly, a few days was spend in studying the actual problem. $he objectives and the problem became clear when the researcher started interacting with the various people in the arketing 1epartment. As a part of the e4ploration process the researcher had a look at the various facilities and the various pamphlets, brochures of the hospital. By this process, the objectives of the study could be stated clearly.

Pe(=o(805.e Mo5,/o(,5g Re-e0(.2

$he purpose of this project is to assess the awareness level of the speciality services of the hospital. $he purpose of the research looked at from another perspective is to signal the presence of potential problems and opportunities in the midst of competition. G,hat is happening at the market placeH! was the #uestion to be answered. K C" needs to measure the awareness levels and determine whether the marketing efforts pursued at present are sufficient or not. $he research design adopted was the performance monitoring type.

2!

3.3 DATA SOURCES

P(,80(? D0/0

$he

primary

data

was

collected

through

an

administered

Auestionnaire. $he Auestionnaire consisted of a variety of #uestions that lay consistent with the objectives of the research

Se.o540(? D0/0

$he advertisements published by the hospital, the catalogues, brochures of the organi.ation served as secondary sources of data.

3.A DATA COLLECTION METHOD


$he 1irect - Structured type of data collection method was used for data collection purpose. $he interview mode was adopted for the collection of data.

3.% BUESTIONNAIRE DESIGN


)roper care has been taken to ensure that the information needs match the objectives which in turn match the data collected through the #uestionnaire. $he basic cardinal rules of Auestionnaire design like using simple and clear words, the logical and se#uential arrangement of #uestions has been taken care of.

2*

3. PRE 1 TESTING" REVISION" FINAL DRAFT

$he

#uestionnaire

was

pretested

at

ayflair

Apartments

in

Coimbatore. Around /0 respondents were included in the pretesting part of the #uestionnaire. After the pretesting some open ended #uestions regarding the suggestions to improve the services offered by K C" was included. Also an overall ranking #uestion was incorporated into the #uestionnaire as it seemed to be relevant to the study and consistent with one of the objectives, to analyse the competitive position of K C". %ther minor errors like spell check was also performed after the pretest and appropriate corrections were made.

$he Gvalidity! of the #uestionnaire was also looked into. ?alidity refers to whether the Auestionnaire is measuring what it is purported to measure. Content ?alidity, i.e the contents of the #uestionnaire whether it is aligned with the objectives was looked into by the marketing personnel of K C" and necessary approval was given. Also the #uestionnaire vividly points the various aspects of the phenomenon 5awareness6 being measured and there is little to #uarrel with. By going through the process of validity confidence was developed that the #uestionnaire is free from systematic errors.

$he Greliability! of a #uestionnaire refers to a measurement free from random errors or put in another way, whether the results obtained from the measurement are the same for a particular respondent when interviewed between two intervals. Around 8> respondents in was achieved. ayflair were interviewed after a period of 8> days and the results didn!t show any deviation. "ence reliability

2+

"ence pretesting, the validity and the reliability aspects of the #uestionnaire were taken care of.

3.7 SAMPLING TECHNIBUE

$he target population chosen for the study was households of the upper middle class category. $hese are the sampling units of the study. $he list of population members for the study were from three areas in Coimbatore namely Sai baba colony, *anjundapuram and Avinashi +oad. $his constituted the sampling frame. $he procedure adopted was Gnon - probability judgmental sampling.! A respondent would report for the family. $he assumption would be that family members are enough alike that responses within a family would tend to be similar.

3.C DATA ANLYSIS

After the data collection process, errors, omissions and other ambiguities was sort out and 2re#uency tabulations were drawn to count the number of cases that fall into various categories and descriptions about the variables was made from the fre#uency tabulation.

Summary or descriptive statistics particularly cross tabulation with percentages was used.

2,

CHAPTER 4 ANALYSIS AND INTERPRETATION

TABLE A.1 PROFILE OF THE RESPONDENTS D0E GENDER S.No Ge54e( 8 / ale 2emale $otal No. o= Pe(.e5/0ge Re-*o54e5/DFE 88@ 8>9 //0 0/.@ ;=.8 8>>

D;E AGE S.No Age 8 / : ; 0 9 Cnder /0 /0 - :; years :0 - ;; years ;0 - 0; years 00 - 9; years Beyond 9; $otal No. o= Pe(.e5/0ge Re-*o54e5/DFE 8@ ;9 ;: 08 :< /< //0 <.; />.; 8@.8 //.= 89.@ 8/.; 8>>

D.E OCCUPATION

3.

S.No O..)*0/,o5 8 / : ; 0 9 = Businessman Self 'mployed )rofessinal Student )rofessor3lecturer "ouse wife %thers $otal

No. o= Pe(.e5/0ge Re-*o54e5/DFE /0 80 8= 8/ < => =; //0 88.8 9.= =.9 0.: :.9 :8.8 :/.@ 8>>

DDE EDUCATION LEVEL

S.No E4).0/,o5 Le+e3 8 / : ; )ost (raduate (raduate Schooling *o education $otal

No. o= Pe(.e5/0ge Re-*o54e5/DFE =8 8>< ;: : //0 :8.9 ;<.> 8@.8 8.: 8>>

/ e general profile of t e respondants given a#ove is self e0planatory& 531 intervie2ed 2ere males and 4*1 females3 (ost of t e respondents 2ere 40ec%tives and o%se2ives& 5 large percentage of t em ad a grad%ation or post grad%ation&

3-

TABLE 4.2 AWARENESS ABOUT EMERGENCY SERVICES PROVIDED BY KMCH


A:0(e5e-- 0;o)/ e8e(ge5.? -e(+,.eAware *ot aware To/03

S.No. 8 /

No. o= Re-*o54e5/8@/ :: //0

Pe(.e5/0ge DFE <0.:> 8;.=> 8>>.>

INFERENCE

<0.:>J of the respondents are aware about the emergency and accident care services of K C". %nly 8;.=> J are not aware. "ence the awareness level of K C" for emergency services is very high.

32

TABLE A.3 AWARENESS ABOUT THE NETWORK OF AMBULANCE SERVICES PROVIDED BY KMCH A:0(e5e-- 0;o)/ 08;)305.e -e(+,.eAware *ot aware To/03

S.No. 8 /

No. o= Re-*o54e5/89; 98 //0

Pe(.e5/0ge DFE =/.@> /=.8> 8>>.>

INFERENCE

=/.@>J of the respondents are aware that K C" has got a network of ambulance services running in the city. %nly /=.8>J are not aware of such a service.

33

TABLE A.A VISIT TO KMCH

S.No. 8 /

V,-,/ /o KMCH ?isited 1id not visit To/03

No. o= Re-*o54e5/8<0 ;> //0

Pe(.e5/0ge DFE </.// /=.=< 8>>.>

INFERENCE

</.//J of the respondents have visited K C" for some purpose. &<0 of the //0 respondents have made a visit to K C". Around ;> of them that is /=.=<J have not visited the hospital

34

TABLE A.% PURPOSE OF VISIT TO KMCH

S.No. 8 / : ; 0

P)(*o-e o= +,-,/ /o KMCH %utpatient 1iagnostic services ?isitor &npatient %thers To/03

No o= (e-*o54e5//9 < 8/= /8 : 8<0

Pe(.e5/0ge DFE 8;.>0J ;.:/J 9<.0J 88.:0J 8.9/J 8>>J

INFERENCE

ost of the respondents interviewed had come as a visitor only to K C". 9<.0J of the respondents had come as a visitor, 8;.>0J as inpatients, 88.:0J as outpatients and ;.:/J for diagnostic services.

TABLE A.

35

SATISFACTION LEVEL

S.No. 8 / : ;

S0/,-=0./,o5 Le+e3 ?ery much satisfied Satisfied *ot Satisfied *ot at all satisfied To/03

No. o= Re-*o54e5//: 8;: 8: 9 8<0

Pe(.e5/0ge DFE 8/.;: ==.:> =.>: :./; 8>>

INFERENCE

A majority of the respondents, i.e. ==.:>J of the respondents feel satisfied with the services provided by K C", around 8/.;:J are very much satisfied with the service and :./;J are not at all satisfied with the service.

TABLE A.7 VARIOUS SPECIALITY SERVICES AND THE CORRESPONDING HOSPITALS RECALLED FOR EACH SPECIALITY

Re.033e4 Ho-*,/03

3!

S*e.,03,/? Se(+,.e%pen heart

)S( /8 5@.:6 /> 5<.@6 89 5=.86 /; 58>.=6 80 59.=6 := 589.;6 // 5@.<6 ;/ 58<.=6 8@= 58>.@6

K C" 08 5//.=6 9/ 5/=.96 99 5/@.:6 0> 5//./6 /@ 58/.@6 <9 5:<./6 =< 5:;.=6 :9 589.>6 ;0< 5/0.;6

K( :8 58:.<6 ;9 5/>.;6 /= 58/.>6 0> 5//./6 88 5;.@6 ;> 58=.<6 00 5/;.;6 < 5:.96 /9< 58;.@6

(K* 8>0 5;9.=6 // 5@.:6 8: 50.<6 := 589.;6 0: 5/:.96 /@ 58/.@6 /< 58/.;6 <8 5:9.>6 :9< 5/>.;6

+A 8/ 50.:6 8< 5<.>6 :@ 58=.:6 /> 5<.@6 0: 5/:.96 @ 5@6 /> 5<.@6 :9 589.>6 />= 588.06

*o recall 0 5/./6 0= 5/0.<6 9; 5/<.;6 ;; 58@.96 9; 5/<.;6 /; 58>.=6 // 5@.<6 // 5@.<6 :>/ 589.<6

To/03 //0 58>>6 //0 58>>6 //0 58>>6 //0 58>>6 //0 58>>6 //0 58>>6 //0 58>>6 //0 58>>6 8<>> 58>>6

Kidney transplants "ip3Knee +eplace Brain Stroke

&nfertility

aster health 'mergency Services +easonabl e Cost

To/03

INFERENCE

$he above table shows the hospitals recalled when it comes to the various specialities.

3*

&t can be seen from the above table that for %pen heart surgeries, (K* has a share of ;9.=J of the recalls followed by K C" with //.=J. 2or kidney transplants K C" has the largest number of recalls with a share of /=.9J followed by K( with />.;J. "ip3Knee replacements K C" again has the most number of recalls with /@.:J followed by +amakrishna 8=.:J. 2or brain stroke K C" and K( stand e#ual with //.//J each. 2or &nfertility (K* +amakrishna have /:.9J. 2or and aster health K C" is much higher than all the is perceived to be the most

other hospital with :;.=J. 'mergency services also K C" has the largest share for recalls with :;.=J. &n cost terms (K* reasonable with :9.>J followed by )S( with 8<.=J

&t can also be noticed from the table that for kidney transplants, hip3Knee replacements and &nfertility, the number of those who were not able to recall any of the hospitals also constitute a large number.

%verall it can be seen that K C" has the most number of recalls with /0.;J of the total recalls followed by (K* with />.;J

TABLE A.C SOURCE OF AWARENESS FOR EMERGENCY SERVICES So)(.e o= 0:0(e5e-- o= e8e(ge5.? -e(+,.e

S.No.

No. o= Re-*o54e5/-

Pe(.e5/0ge DFE

3+

8. /. : ; 0 9 = <

$hrough 2riends +elatives 2amily 1octor )atient +eferences Advertisements in newspaper K C" is popular $hrough people working in K C" Advertisement "oardings %thers To/03

0< 9 8: ;0 :> 8/ ;8 8; /8@K

/9.0 /.= 0.@ />.9 8:.= 0.;< 8<.= 9.; 8>>

*Those who said they were aware about emergency services were only 192. The responses show a value of 219 because some of the respondents claimed that they came to know about the emergency service through more than one source.

INFERENCE

$he source through which ma4imum awareness was gained was through friends3relatives 5word of mouth6 which is /9.0J followed by Advertisement in newspaper />.9J and Advertisement "oardings 8<.=J.

TABLE A.! SOURCE OF AWARENESS FOR AMBULANCE SERVICES So)(.e o= 0:0(e5e-- o= 08;)305.e -e(+,.e $hrough 2riends +elatives 2amily 1octor )atient +eferences Advertisements in newspaper

S.No. 8. /. : ;

No. o= Re-*o54e5/;@ ; 0 :@

Pe(.e5/0ge DFE /=.; /./ /.< /8.< 3,

0 9 = <

K C" is popular $hrough people working in K C" Advertisement "oardings %thers To/03

8< 88 ;8 8/ 8=@K

8>.8 9./ //.@ 9.= 8>>

*Those who said they were aware about the network of ambulance services were only 16 . The responses show a value of 1!9 because some of the respondents claimed that they came to know about the ambulance service through more than one source .

INFERENCE

As it was for emergency services, even for ambulance services, most of the respondents came to know of the services through friends3relatives, followed by advertisement hoardings of //.@J and Advertisement in newspaper /8.<J

TABLE A.10 RECALL OF EMERGENCY CARE NUMBER A:0(e o= e8e(ge5.? .0(e 5)8;e( /9/=@@@ @<;// B </=@@ "ave it noted in my diary %thers *ot aware To/03

S.No. 8. /. : ; 0

No. o= Re-*o54e5/8< 9 /; / 8;/ 8@/

Pe(.e5/0ge DFE @.:< :.8: 8/.0 8.>; =:.@9 8>>

INFERENCE 4.

=:.@9J are not aware about the about the emergency care number which is a very low figure. Around @.:<J could recall the number /9/=@@@ and :.8:J could recall the number @<;// - </=@@. 8/.0J have the number noted in their diary.

TABLE A.11 AWARENESS ABOUT THE ACCIDENT CAREGTRAUMA CARE CENTRES A:0(e o= 0..,4e5/ .0(eG/(0)80 .0(e *eelambur $hekkalur Annur Cdumalpet )erundurai +amnagar 'rode

S.No. 8. /. : ; 0 9 =

No. o= Re-*o54e5/@; =8 /: 89 :; 8/< //

Pe(.e5/0ge DFE ;8.== :8.0 8>./ =.8 80.8 09.<< @.=

INFERENCE

4-

*eelambur, $hekkalur and +amnagar are highly popular with ;8.==J, :8.0J and 09.<<J respectively. $he Accident care centres at Annur, Cdumalpet )erundurai and 'rode show a percentage of 8>./J, =.8J, 80.8J and @.=J respectively

TABLE A.1$ LEVEL OF AWARENESS ABOUT THE VARIOUS SPECIALITY SERVICES OFFERED BY KMCH

Le+e3 o= 0:0(e5e-S*e.,03,/? Se(+,.e%pen heart Kidney transplants "ip3Knee +eplace Brain Stroke & Know it 88; 50>.=6 =9 5:8.96 =8 5:8.96 =/ 5:/.>6 "eard of *o idea it ;< 5/8.:6 ;= 5/>.>6 ;0 5/>.>6 ;8 58<./6 9: 5/<.>6 8>/ 5;;.@6 8>@ 5;<.;6 88/ 5;@.<6 $otal //0 58>>6 //0 58>>6 //0 58>>6 //0 58>>6

42

&nfertility aster health &nterventional +adiology $otal

9> 5/9.=6 808 59=.86 0> 5//./6 0@; 5:=.=86

;: 58@.86 := 589.;6 0/ 5/:.86 :8: 58@.<=6

8// 50;./6 := 589.;6 8/: 50;.=6 99< 5;/.;86

//0 58>>6 //0 58>>6 //0 58>>6 80=0 58>>6

43

INFERENCE

%pen heart surgery has an awareness level of 0>.=J 2or "ip3Knee replacement a larger portion of the respondents i.e ;<.;J are not aware of the speciality. ;@.<J of the respondents have no idea about the brain stroke facility provided by K C" &nfertility also has a least awareness level. %nly /9.=J know about the service whereas 0;.=J have no idea about the speciality provided. 2or master health the awareness is satisfactory with 9=.8J &nterventional +adiology - 0;.=J of the respondents were not aware of the facility at all. &n total, ;/.;8J have no idea about the superspeciality services, :=.=8J know about the services and 8@.<=J have heard about the speciality services.

8> respondents out of the //0 did not know about any of the speciality services provided by K C"

44

TABLE A.13 SOURCE OF AWARENESS ABOUT SPECIALITY SERVICES So)(.e o= 0:0(e5e-- o= -*e.,03,/? -e(+,.e$hrough 2riends +elatives 2amily 1octor )atient +eferences Advertisements in newspaper K C" is popular $hrough people working in K C" %thers To/03

S.No. 8. /. : ; 0 9 =

No. o= Re-*o54e5/<= 9 /> 09 ;; 8= 80 /;0

Pe(.e5/0ge DFE :0.08 /.;0 <.89 //.<9 8=.@9 9.@; 9.8/ 8>>

INFERENCE

ost of the respondents, i.e. :0.08J of the respondents say that they came to know of the specialities offered by K C" through their friends and relatives. "ence K C" has a positive word of mouth. //.<9J say that newspaper was the source through which they came to know and 8=.@9J claim that K C" is a popular hospital and they know it somehow.

TABLE A.1A 45

PERCEPTION ABOUT THE COST OF SERVICES PROVIDED BY KMCH KMCH ,- *(o+,4,5g -e(+,.e- 0/ 0 (e0-o50;3e .o-/ Agree Completely Agree Somewhat *either agree nor disagree 1isagree somewhat 1isagree Completely To/03

S.No 8 / : ; 0

No. o= Re-*o54e5/:< 9/ 0: :@ :: //0

Pe(.e5/0ge DFE 89.@ /=.9 /:.9 8=.: 8;.= 8>>

INFERENCE

89.@J Gagree completely! that K C" is providing services to the public at a reasonable cost. A larger percentage of the respondents lie in the Agree Somewhat category, and /:.9J tend to stand neutral. 8=.:J and 8;.=J 1isagree somewhat and disagree completely respectively.

TABLE A.1% PERCEPTION ABOUT THE BUALITY OF MEDICAL CARE

4!

S.No 8 / : ; 0

B)03,/? o= 8e4,.03 .0(e H ,5/e(50/,o503 -/0540(4Agree Completely Agree Somewhat *either agree nor disagree 1isagree somewhat 1isagree Completely To/03

No. o= Re-*o54e5/:< </ 9< 8< 8@ //0

Pe(.e5/0ge DFE 89.@ :9.; :>./ <.> <.; 8>>

INFERENCE

:9.;J of the respondents Gagree somewhat! with the statement that Auality of medical care can be compared to international standards. :>./J did not want to comment upon it and stood neutral to the statement. Around <J of the respondents disagree completely with the statement.

TABLE A.1 PERCEPTION ABOUT THE BUALITY OF ACCIDENT CARE SERVICES KMCH 20- e7.e33e5/ 0..,4e5/ .0(e -e(+,.e-

S.No

No. o= Re-*o54e5/-

Pe(.e5/0ge DFE

4*

8 / : ; 0

Agree Completely Agree Somewhat *either agree nor disagree 1isagree somewhat 1isagree Completely To/03

@@ 0@ 0/ < = //0

;;.> /9./ /:.8 :.9 :.8 8>>

INFERENCE

;;J GAgree completely! with the statement that K C" has e4cellent accident care services. /9./J Agree somewhat and /:.8J *either agree nor disagree. $he percentages of those who 1isagree somewhat and completely are very small 5:J6

TABLE A.17 PERCEPTION ABOUT PREFERENCE FOR KMCH KMCH :,33 ;e 8? *(e=e((e4 2o-*,/03 ,5 =)/)(e Agree Completely Agree Somewhat

No. o= Re-*o54e5/9@ 99

Pe(.e5/0ge DFE :/.@ /@.: 4+

8 /

: ; 0

*either agree nor disagree 1isagree somewhat 1isagree Completely To/03 9= 8; @ //0 /@.< 9./ ;.> 8>>

INFERENCE

A large percentage, :/.@J GAgree completely! that K C" may be their preferred hospital and /@.:J GAgree Somewhat! with the statement. $hese figures show a high potential for K C". Around /@.<J stood neutral to the statement.

TABLE A.1C PERCEPTION ABOUT RECOMMENDING KMCH TO OTHERS I5 =)/)(e I :,33 (e.o88e54 KMCH /o o/2e(Agree Completely Agree Somewhat *either agree nor disagree

S.No 8 / :

No. o= Re-*o54e5/=; 9< 0@

Pe(.e5/0ge DFE :/.@ :>./ /9./ 4,

; 0

1isagree somewhat 1isagree Completely To/03

88 8: //0

;.@ 0.< 8>>

INFERENCE

Around 9:J 5:/.@ F :>./6 lie in the agree domain for the statement that they would recommend K C" to others. "ence this is also a strong asset to K C". /9./J G*either agree nor disagree! with the statement. ;.@J 1isagree somewhat and 0.<J 1isagree completely.

TABLE A.1! AWARENESS ABOUT THE EMERGENCY SERVICES AND THE PERCEPTION ABOUT THE BUALITY OF THE ACCIDENT CARE SERVICES

KMCH 20- e7.e33e5/ 0..,4e5/ .0(e -e(+,.eA:0(e o= e8e(ge5.? -e(+,.eACI AS

NAD

DS

DC

To/03

5.

A:0(e No/ 0:0(e To/03

@0 5;@.06 ; 58/.86 @@ 5;;6

;@ 5/0.06 8> 5:>.:6 0@ 5/9.//6

:0 58<./6 8= 508.06 0/ 5/:.886

= 5:.96 8 5:.>6 < 5:.096

9 5:.86 8 5:.>6 = 5:.886

8@/ 58>>6 :: 58>>6 $$% 58>>6

"#$%#gree $ompletely& #'%#gree 'omewhat& (#)%(either #gree nor )isagree& )'% )isagree 'omewhat& )$ * )isagree $ompletely

INFERENCE &t can be noted that a large percentage of the respondents lie within the agree domain, i.e, ;0J Agree completely and /0.0J Agree Somewhat, "ence for those who are aware of the emergency services of K C" they perceive the accident care services to be e4cellent.

2or those who not aware of the emergency service a larger proportion of them lie in the *either Agree nor 1isagree bracket.

,hether they are aware of the emergency services or not aware of the emergency only a small percentage of them lie on the disagree side which can be seen from the table above.

5-

TABLE A.$0 AWARENESS ABOUT THE EMERGENCY SERVICES AND RECALL OF VARIOUS HOSPITALS WHEN IT COMES TO EMERGENCY SERVICES.

Re.033 =o( E8e(ge5.? -e(+,.eA:0(e o= E8e(ge5.? Se(+,.eLes )S( 8@ 5@.@6 K C" =; 5:<.06 K( ;; 5//.@6 (K* // 588.06 +A 89 5<.:6 *% +'CA77 8= 5<.@6 To/03 8@/ 58>>6

52

*o To/03

: 5@.86 // 5@.=<6

; 58/.86 =< 5:;.9=6

88 5::.::6 00 5/;.;6

9 58<./6 /< 58/.;;6

; 58/.86 /> 5<.<@6

0 580.86 // 5@.=<6

:: 58>>6 $$% 58>>6

INFERENCE

:<.0J of those who are aware of emergency services have also recalled K C" when asked which hospital came to their mind first when it came to emergency services. $he nearest competitor being K( "ospital 5//.@J6, but going by those who do not know about emergency services K( "ospital tops the list 5::.::J6. &t is revealed from the table that K( is the nearest competitor to K C" as far as emergency services are concerned

53

TABLE A.$1 TOTAL NUMBER OF RESPONDENTS THOSE AWARE ABOUT THE SPECIALITY SERVICES AND THE TOTAL NUMBER OF THEM WHO HAVE RECALLED KMCH To/03 N)8;e( o= *eo*3e 0:0(e o= /2e -*e.,03/,e08o5g-/ /2e $$% (e-*o54e5/D0E 88; =9 =8 =/ 9> 808 8@/ To/03 5)8;e( o= *eo*3e :2o (e.033e4 KMCH D08o5g /2o-e 0:0(eE D;E 08 9/ 99 0> /@ <9 =<

S*e.,03,/? Se(+,.e-

Re.033e4 KMCH D;EGD0EI100 DFE D.E ;;.= <8.9 @/.@ 9@.; ;<.: 09.@ ;>.9

D,4 5o/ (e.033 KMCH 100 H . 00.: 8<.; =.8 :>.9 08.= ;:.@ 0@.;

%pen heart Kidney transplants "ip3Knee replacement Brain Stroke &nfertility aster health 'mergency Care

INFERENCE &t can be noted from the above table that out of the 88; people who know about K C" only 08 5;;.=J6 were able to recall K C". Similarly only ;<.:J, ;>.9J of the respondents have recalled for infertility and emergency services respectively. "ip3Knee replacement and Kidney transplants show high values of <8.9J and @/.@J respectively.

54

TABLE A.$$ TOTAL NUMBER OF THOSE WHO ARE NOT AWARE ABOUT THE SPECIALITY SERVICES OF KMCH AND THE HOSPITAL THEY HAVE RECALLED

Re.033e4 Ho-*,/03 No/ 0:0(e S*e.,03,/? Se(+,.e%pen heart Kidney transplants "ip3Knee +eplace Brain Stroke &nfertility aster health $otal )S( 80 58:.086 89 58>.=;6 8/ 5=.=@6 8@ 58/.;/6 8/ 5=./=6 80 5/>./=6 <@ 588.>;6 K C" 8; 58/.986 /: 580.;;6 // 58;./@6 8= 588.886 8: 5=.<<6 8/ 589.//6 8>8 58/.0:6 K( 8= 580.:/6 :/ 5/8.;<6 /> 58/.@@6 ;8 5/9.<>6 = 5;./;6 // 5/@.=:6 8:@ 58=./06 (K* 0: 5;=.=06 8@ 58/.=06 88 5=.8;6 /0 589.:;6 ;/ 5/0.;06 8/ 589.//6 89/ 5/>.8>6 +A = 59.:86 8> 59.=86 :8 5/>.8:6 8; 5@.806 :9 5/8.<;6 0 59.=96 8>: 58/.=<6 *o recall 0 5;.0>6 ;@ 5:/.<@6 0< 5:=.996 := 5/;.8<6 00 5::.::6 < 58>.<86 /8/ 5/9.:>6 $otal 888 58>>6 8;@ 58>>6 80; 58>>6 80: 58>>6 890 58>>6 =; 58>>6 <>9

INFERENCE

&t can be seen from the above table that among those who are not aware about the speciality services, recall for other hospitals 5i.e for the #uestion which hospital comes to your mind first when it comes to various specialities6 are greater, like for open heart, infertility (K* tops the list with ;=.0J, for Kidney

55

transplants, Brain stroke K( seems to be more popular with /8.;<J and /9.<>J respectively. &t must also be noted that a large percentage of the respondents have not been able to recall any hospitals for kidney transplants, hip3knee replacement, Brain stroke and infertility, hence the respondents don!t know which hospital has such speciality services also.

5!

TABLE A.$3 PURPOSE OF VISIT TO KMCH AND THEIR CORRESPONDING OPINION REGARDING THE RECOMMENDATION OF KMCH TO OTHERS

I5 =)/)(e I :,33 Re.o88e54 KMCH P)(*o-e o= +,-,/ $reatment ?isitor AC /; 5;8.;:6 ;: 5::.<6 9= 5:96 AS 8; 5/;.86 ;> 5:8.06 0; 5/@./6 *A1 8; 5/;.86 /= 5/8.:6 ;8 5//.>6 1S / 5:.;6 @ 5=.86 88 58>.>6 1C ; 59.@6 < 59.:6 8/ 59.06 To/03 0< 58>>6 8/= 58>>6 1C% 58>>6

To/03

INFERENCE ,hether the purpose of visit to the hospital is for treatment or just a visit around :9J of the people who have come say that they would definitely recommend K C" to others and /@./J also agree to a certain e4tent that they would recommend K C" to others. $he percentage of people who disagree aggregates to 89.0J 58>F9.06 in total. "ence K C" has a huge potential as far as word of mouth communication is concerned.

TABLE A.$A PURPOSE OF VISIT TO KMCH AND THEIR CORRESPONDING OPINION WHETHER KMCH WOULD BE THEIR PREFERRED HOSPITAL IN FUTURE

KMCH 80? ;e 8? *(e=e((e4 2o-*,/03 P)(*o-e o= +,-,/ $reatment ?isitor To/03 AC 8@ 5:/.<6 ;9 5:9./6 90 5:0.86 AS 8< 5:8.>:6 :/ 5/0./6 0> 5/=6 *A1 89 5/=.96 :; 5/9.<6 0> 5/=6 1S : 50./6 @ 5=.86 8/ 59.06 1C / 5:.;6 9 5;.=6 < 5;.:6 To/03 0< 58>>6 8/= 58>>6 1C% 58>>6

INFERENCE

A total of appro4imately 9/J 5:0.8 F /=6 of the respondents agree that they may come to K C" if a need arisesM hence this shows huge potential for K C". ,e must also make note of the fact that around /=J Nneither agree nor disagreeO to the statement and stand neutral.

lviii

TABLE A.$% PURPOSE OF VISIT TO KMCH AND THEIR CORRESPONDING OPINION ABOUT THE BUALITY OF MEDICAL CARE PROVIDED

B)03,/? o= 8e4,.03 .0(e H,5/e(50/,o503 -/0540(4P)(*o-e o= +,-,/ $reatment ?isitor To/03 AC < 58:.<6 /0 58@.96 :: 58=.<6 AS /8 5:9./6 ;9 5:9./6 9= 5:9./6 *A1 80 5/0.@6 :0 5/=.96 0> 5/=.>6 1S @ 580.06 < 59.:6 8= 5@./6 1C 0 5<.96 8: 58>./:6 80 5@.=6 To/03 0< 58>>6 8/= 58>>6 1C% 58>>6

INFERENCE

$he table above indicates that a larger proportion of the respondents 5:9./J6 rather NAgree somewhatO only to the statement GAuality of medical care provided by K C" can be compared with international standards.! Among those who came for treatment 8:.<J only GAgree completely! and for those who came as a visitor 8@.9J Gagree completely!. "ence there is a tremendous commitment on the part of K C" to improve the #uality of medical care.

li0

TABLE A.$ PURPOSE OF VISIT TO KMCH AND THEIR CORRESPONDING OPINION REGARDING THE COST ASPECT OF KMCH

KMCH ,- *(o+,4,5g -e(+,.e- 0/ 0 (e0-o50;3e .o-/ P)(*o-e o= +,-,/ $reatment ?isitor To/03 AC 8> 58=./6 /; 58<.@6 :; 58<.:6 AS /; 5;8.;6 /= 5/8./06 08 5/=.96 *A1 = 58/.86 /< 5//.>6 :0 58<.@6 1S 8> 58=./;6 /9 5/>.06 :9 58@.06 1C = 58/.86 // 58=.:6 /@ 580.=6 To/03 0< 58>>6 8/= 58>>6 1C% 58>>6

INFERENCE

$he respondents who came for treatment - around ;8J of them don!t feel comfortable in agreeing completely that K C" is providing services at a reasonable cost. $he Gneither agree nor disagree! and the G1isagree! category put togetherD $hose who came for treatmentD 8/.8 F 8=./; F 8/.8 P ;8.;;J feel K C" is costly. $hose who came as a visitorD costly. "ence cost is a critical aspect to be e4amined by K C" /< F /9 F // P 0@.<J feels that K C" is

l0

TABLE A.$7 OVERALL RANKINGS OBTAINED BY VARIOUS HOSPITALS IN TERMS OF COST" BUALITY AND PREFERENCE

R05<,5g Ho-*,/03We,g2/0ge )S( K C" K( (K* +amakrishna To/03 R05< 1 R05< $ R05< 3 R05< A R05< % 9 /; 9: /9 =; /< /80 0 :/ ;< :/ 0= ;/ /88 ; ;< :@ /< ;8 ;= />: : 00 :9 := 8@ ;@ 8@9 / :< // =< /> := 8@0 No We,g2/0ge O+e(033 S.o(e (05< R05< 8 /< 8= /; 8; // 8>0 =90 @;: =8@ 8>>; <>@ &? && ? & &&&

INFERENCE

2rom the overall ranking figures it can be seen that (K* the first place with 8>>; points, close on the heels to (K* points followed by +amakrishna, )S( and K( respectively.

occupies

is K C" with @;:

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TABLE A.$C COMMENTS G VIEWS REGARDING KMCH DOPEN ENDED BUESTIONE

S.No C0/ego(? 8 / : ; 0 9 Charges are very high 5Costly6 Bitter '4perience at K C" )roblem of Accessibility 5 1istance6 &n house services improvement 5suggestions6 )ositive opinion (eneral Suggestions To/03

No. o= Pe(.e5/0ge Re-*o54e5/DFE ;@ ; 8@ /8 /9 8> 8/@ :< :.8 8;.= 89.: />./ =.< 8>>

INFERENCE

$here were 8/@ who responded to the open ended #uestion 5%ffer you comments3views about K C"6. $heir views were classified carefully into si4 categories as shown above. :<J feel the charges are on the higher side, />./J have given positive comments about K C" 89.:J have suggested that the services delivery inside the hospital is to be improved. 8;.=0 claimed that the hospital was outside the city limits and accessibility is a problem. =.<J have given general suggestions to the hospital and :.8J have had a bitter e4perience at K C".

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CHAPTER % FINDINGS

K C" has a good popularity as far as emergency and ambulance services are concerned. ore than <>J are aware about emergency services and more than =>J are aware about the network of ambulances provided by K C". $hough these figures are satisfactory, the responses to the other #uestions related to emergences services were poor. =;J of the respondent could not recall even one emergency care number. %nly *eelambur, $hekkalur and +amnagar areas have a high degree of awareness.

%verall K C" has attracted the most number of recalls 5:0J6 when asked which hospital comes to their mind when it comes to emergency services. ,hen the respondents were segmented into those aware of the accident care services and those not aware, it was found that amongst those aware :<.0J recalled K C" and those not aware ::.0J recalled K(. K( could be considered the nearest competitor to K C".

A miniscule of 9J only disagreed with the statement that NK C" is providing e4cellent accident care emergency careO. Amongst those not aware about emergency services 08J stood neutral to the statement. Amongst those aware ;@.0J Agreed completely and /0.0J Agreed somewhat. $his is a great strength to the hospital.

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'4cept

aster health and 'mergency Care services a large proportion of

the respondents claimed that they have G*o idea! about the speciality services. %verall K C" has attracted the most number of recalls for Kidney $ransplants 5/<J6, "ip3Knee replacement 5/@J6, Brain stroke 5//J6 and aster health 5:<J6 $he respondents were divided into those who are aware of the speciality and those not aware. &t was found that amongst those aware itself a large number have not recalled K C" for %pen heart 500J6, &nfertility 50/J6, aster health 5;;J6, 'mergency care 59>J6. $hese figures show that only awareness is there but no preference is there. $here are many who have claimed that they have Gheard about! or had Gno idea! about the facilities. (K* had the most number of recalls for open heart surgeries among these respondents 5;<J6, Kidney $ransplantsD K( 5/8.0J6, "ip3Knee +eplacementD +amakrishna 5/>J6, Brain StrokeD K( 5/=J6, aster healthD K( 5:>J6, &nfertilityD (K* 5/0J6. All these hospitals are the competitors to K C" in their respective specialities. ,hen asked to recall the most reasonable cost hospital, :<J recalled (K* , followed by )S( 58@J6, and followed by K C" and +amakrishna with 89J. $hose who came for treatment to the hospital, ;8J GAgree somewhat! K C" is providing services at a reasonable cost and those who came as visitors /8J Agree somewhat with the statement. Around 0>J of the respondent lie in the *either Agree nor disagree and 1isagree category. Also for the openBended #uestion around :<J gave comments that the charges of K C" were on the higher side. All these show that cost wise K C" is at a comparative disadvantage. ost of the respondents, ==J were satisfied with the services of K C". %nly a small percentage were dissatisfied. ,hen asked to rank the various hospitals in terms of cost, #uality and preference (K* occupies

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the first place with 8>>; points, followed by K C" with @;: points and followed by +amakrishna with <>@ points. ,hether the respondents have come for treatment or as a visitor, a majority of them, around 9/J agree that they would prefer K C", and around 9/J responded that they would recommend K C" to others. $here is a trade - off here as for some of the specialties, though many were aware that it was available in K C" they didn!t recall K C", when asked which hospital comes to your mind first for the various specialities. Be it 'mergency care, ambulance services or awareness about the various specialities, the ma4imum source through which people have gained awareness is through 2riends3 +elatives, followed by Advertisements in newspapers and billboards.

TO SUM IT ALL"

&f the awareness level satisfaction scale was divided into G"ighly Satisfied!, GSatisfied!, and G*ot Satisfied! and G*ot at all satisfied!, K C"!s awareness level would fall under the satisfactory level.

$he competitive position of K C" could be termed as comfortable but not very comfortable as there were many who couldn!t recall even one hospital for the various specialities. Also many hospitals had recalls close to K C" for various specialities.

$he hospital is perceived to be Gcostly! by many though many prefer K C" as their hospital.

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CHAPTER SUGGESTIONS

$he hospital should try and position itself as a Ncommon man hospitalO or a Nvalue for money hospitalO by carrying out a routine advertising campaign as many perceive the charges of the hospital are on the higher side.

$he e4pertise of the doctors should be projected rather than the facilities alone. Such kind of projection would help the hospital to differentiate itself in a better way.

Awareness about the various speciality services has spread mainly through word of mouth communication, which the research has revealed. So this is a strength which the organi.ation should try to leverage upon. 2or a positive word of mouth communication to spread the service delivery system has to be perfected and fine tuned. $his was known when interacting with the respondents during the data collection process.

$he cleanliness and maintenance of the canteen, reception arrangements, adherence to appointments, reduction in the waiting time of the patients and courtesy shown by the employees are some of the additional and important factors which need regular attention apart from the prime motive of 1iagnosis and treatment. &n marketing parlance if all these factors are looked into more opinion leaders would be created 5an opinion leader is one who informally influences the actions and attitudes of others6

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$he advertisements displayed by the hospital would add value to the word of mouth communication process. Advertisements related to the emergency care number of K C", &nterventional +adiology procedures needs to be given a more focused thought. $he intensity of advertising needs to be enhanced and a continuous advertising campaign about the doctors and facilities in tandem would help the people recall K C", retain it at the top of their mind and come to K C" when the need arises.

$he advertisements of the hospital should have a rational appeal, i.e justifying the cost aspect of the hospital consciously. any claim that accessibility is a problem, as the hospital is outside city limits. $his problem can be overcome judiciously by claiming the facilities provided by K C" as a uni#ue one and it!s worth the visit to the hospital.

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CHAPTER C CONCLUSION

$he study NAssessment about the level of awareness of various Speciality services offered by K C"O has brought to the surface certain gray areas where the hospital needs to pay attention. &t has also revealed certain things which the hospital can feel good about. K C" has to mainly focus on the Gcost aspect! as this is the most important criterion to be met if more people are to be drawn into the hospital. $here is a general perception that taking treatment at K C" is a costly affair which is to be eradicated. $he cost aspect and the premium #uality offered should form an integral part of the advertising. $he responsibility vests on the arketing 1epartment to highlight the hospital as one in which Gyou pay only for the #uality service, and the service is of premium #uality!. $his could be adopted as the advertising motto. Continuous advertising about emergency care number and various specialties offered should be undertaken. &n terms of technical e4pertise, K C" has an edge over others.

Cleanliness of the hospital, Adherence to appointments, Canteen 2acilities, ,aiting time, +eception arrangements have long been the mantra for satisfying the patients and visitors who come to K C", apart from the diagnosis and treatment. $he study has also authentically proved that all these factors needed to be improved on a continuous basis in order to sustain its competitive position.

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QUESTIONNAIRE I am (&Saravanan3 (&B&5&3 st%dent of Kong% 4ngineering 6ollege3 4rode cond%cting a s%rvey on Awarene a!"#$ $%e %ea&$% 'a()&)$)e )n C")*!a$"re along 2it Kovai (edical 6enter and ospital3 6oim#atore& / e details are asked p%rely for researc p%rpose and to improve t e ealt services to t e p%#lic& Kindly spend a fe2 min%tes to fill t is form& Please try to attempt all t e 7%estions& 1E $o help us analy.e this survey please give us the following detailsD 0E Ge54e( ale 2emale

;E Yo)( 0**(o7,80/e 0geJ under /0 /0 - :; :0 - ;; ;0 - 0; 00 - 9;

.E Yo)( O..)*0/,o5 Businessman Student "ousewife 4E Yo)( I5.o8e 3e+e3 G Ye0( 0**(o7,80/e3?J 7ess than +s.8lakh +s.:lakhs - +s.0lakhs +s.8lakh - +s.:lakhs (reater than +s.0 lakhs Self employed )rofessional51r. 3 7awyer3'ngr6 '4ecutive 3 'mployed

)rofessor 3 7ecturer

eE E4).0/,o503 B)03,=,.0/,o5J )ost (raduate Completed my schooling others, QQQQQQQQQQQQ l0i0 (raduate 1id not under go education

$.

,hich hospital comes to your mind first when it comes to the followingH

S.No 8 / : ; 0 9 = <

S*e.,03/,e%pen heart surgeries 3 Angioplasties Kidney $ransplants 3 1ialysis "ip and Knee replacement Brain Stroke &nfertility Clinic aster "ealth Check up 'mergency Services ost reasonable cost

PSG

KMCH

KG

GKNM

RAM

i6 &f you have 5o/ /,.<e4 KMCH =o( 05? o= /2e 0;o+e, State your reasonD & believe the other hospital to be better $he other hospital is less e4pensive Because of specialists availability at the hospital because & am aware of the service only in that hospital %thers, Specify QQQQQQQQQQQQQQ

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3E K C" has /; hours emergency and accident care services. 1o you know about itH Les *o

,E &f your answer to the above #uestion is &Ye-'" then how did you know about itH through friends 3 +elatives very popular through people working in K C" advertisement boards on the +oads %thers, specify QQQQQQQQQQQQ AE K C" has a network of ambulances at various places for emergency care 1o you know about itH Les *o 2amily 1octor )atient references because K C" is

Advertisements in newspapers

,E &f your answer to the above #uestion is &Ye-'" then how did you know about itH $hrough friends 3 +elatives & have seen the ambulance because K C" is very popular through people working in K C" advertisement boards on the +oads others, specify QQQQQQQQQQQQ %E $he following are the accident care 3 trauma care centres of K C". ,hich are the centres you are aware ofH *eelambur $hekkalur Annur 'rode Cdumalpet (obi 2amily 1octor Advertisements in newspapers

)erundurai +amnagar 5Cbe6

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00>>>8

/9/=@@@

008/8/@ @<;:>B=/88;

/@;9@8/ @;;:9//08>

@<@;:0>8== @<;//B</=@@

1on!t Know the number "ave it noted in diary ,E &f you know the number for the above #uestion, how did u know itH Advertisements in newspapers advertisement boards on the +oads because K C" is very popular through friends3 +elatives

)ersonal e4perience with emergency care others, specify QQQQQQQQQQQQQQQQQQQQQ 7E Are ?o) 0:0(e about the following facilities 3 Services provided by K C"H I I <5o: 20+e F0.,3,/,e-GSe(+,.e,/ 2e0(4 P(o+,4e4 +e(? 0;o)/ :e33 ,/ D$E D1E %pen heart surgeries 3 angioplasties 3 pediatric heart surgeries Kidney $ransplants 3 1ialysis "ip and Knee replacement $reatment for brain stroke 5by interventional radiology6 $reatment for infertility 5by assisted reproductive No ,4e0 D3E

S.No

8.

/ : ; 0

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techni#ue6 aster health 9 check up ,E i6 &f your answer to the above #uestion is &I <5o: ,/' or &I 20+e 2e0(4 0;o)/ ,/'" how did you come to know about the facilities H $hrough friends 3 +elatives 2amily 1octor Advertisements in newspapers through people working in K C" )atient references

because K C" is very popular others QQQQQQQQQQQQQQQQQQQQQQQQQ

CE $here are a few statements written below, for each one we would like you to tell whether you agree or disagree with it. 5+'A1 $"' S$A$' '*$S B'7%,6 S.N o Ag(ee Ag(ee Co8*3e/e3? So8e:20/ Ne,/2e( Ag(ee 5o/ D,-0g(e e D,-0g(ee D,-0g(ee So8e:20/ Co8*3e/e3?

S/0/e8e5/ K C" is providing services to the public at a reasonable cost $he #uality of medical care provided by K C" can be compared with international standards K C" has e4cellent accident care and emergency services K C" will be my most preferred hospital when it comes to

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health &n future & will recommend K C" to others

!. ,6 "ave you been to K C"H Les As an outpatient As an inpatient *o for diagnostic services Came as a visitor %thers, Specify QQQQQQQQQQQQ ,,E &f ?e-" for what purposeH

,,,E ,hat was your satisfaction level at K C" ?ery Satisfied Satisfied *ot Satisfied *ot at all Satisfied

10E &f you are asked to rank the following hospital in terms of Auality, Cost and your preference how would you rank them from 8 to 0H )S( K C" K( (K* +A AK+&S"*A QQQQQQQQQQQ QQQQQQQQQQQ QQQQQQQQQQQ QQQQQQQQQQQ QQQQQQQQQQQ

11E Lour comments, suggestions and views regarding K C"D QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ

T205< ?o) =o( ?o)( 0--,-/05.e 054 .oo*e(0/,o5 ,5 /2e -)(+e?.

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REFERENCES
AAKER" KUMAR" DAY N edition AMIR D AC>EL" #AYAVEL SOUNDERAPANDIAN N Complete Business StatisticsO - $ata c(raw "ill 0th 'dition arketing +esearchO - Rohn ,iley E Sons, =th

LEON.G.SCHIFFMAN" LESLIE LA>AR KANUK N Consumer BehaviourO )earson 'ducation

THOMAS KINNEAR" TAYLOR N )ublishing Company 58@@86

arketing +esearchO

c(raw hill

ROGERS" WILLIAMS N&ntroduction to "ealth ServicesO )ublishing Company 58@@:6

c(raw "ill

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