Marketing Hospital IIPM

1
PGP/FW/07- 2009
ALUMNI ID No.: DF79-M-0727
MEDICAL SERVICES
The medical staff doctors- are the backbone of hospital organization.
Doctors
may
be
classified
under
these
categories:
highly
professional specialized doctors, honorary specialized doctors and

general doctors (with some / no experience and no specialization in
any branch of medical sciences). Highly professional, well-trained
and experienced doctors are the real assets of hospital organization.
The general doctors help them in their work. Where professional
specialized doctors are not sufficiently available or are not provided
to the hospital organization by the authority, honorary specialized
doctors are generally invited to serve in hospitals.
The hospital hierarchy in which doctors have to work is very
sensitive and so constant tension exists. Doctors job is hard and full
of stress and strain and patients struggling between life and death.
Techniques and procedures, may be potentially hazardous in
absence of due care danger of errors, etc. Constitution and
atmosphere is quite different from other organizations, which create
unique problems involving sometimes a question of life and death.
These
all
require
due
care
and
vigilance
by
the
hospital
management.
Moreover, harmonious relations between specialized doctors, other
doctors and nursing staff are so essential for good professional care
of the sick that it requires something more than mere managerial
skills
or
mere
specialists
skill
in
every
doctor
of
hospital
organization, rather it require the mix of two.
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General duties include, diagnosis of illness of state of illness,

instruction to patients, instruction to nurses or the matron about the
patients needs buying of medicines and other facilities, consulting
the medical record of patients, consulting the other doctors or
doctor regarding the patients and all the activities which are
deemed to be an element of medical care. Over and above these
doctors face many behavioral problems, as they have to deal with
human beings- other doctors and nurse, patients, their relatives,
Class III and IV employees and head of the institution too. They can
solve such problems successfully only, if they have some knowledge
of behavioral science. So, it is very much essential to make hospital
management as a part of medical curriculum.
The medical students in their final year as well as during internship
should be exposed to a variety of administrative (and behavioral)
problems.
The Head of the institution is also a doctor having specialization in
one of the medical areas. But a man may be a first class surgeon or
physician, but that does not necessarily make him a first- class
administrator. His duties as a doctor itself are very hard and tiring
both, physically and mentally.
Apart from this, the head of the institution has to look after so many
other
things
such,
supervision
and
control
over
personnel,
purchasing, store-keeping, kitchen, laundry, toilet, maintenance of

equipments and instruments, etc. How he can find enough time for
attending medical side of hospital after doing so many jobs on
administrative side?
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That is why, Hospital boards now have a cadre of hospital

administrators who combine some knowledge of medical system
with sound management principles, but our institution continue to
have administrators whose sole qualification is that they are
doctors.
MARKETING A HOSPITAL & FACILITIES

India today boasts of
hospitals and establishments that are
comparable to the worlds best medical facilities. Todays patients

are very demanding and expect the best quality of facilities and
medical care. The hospitals need to conform to NABH ( National
Accreditation Board for Hospitals) and JCI (Joint Commission
International) guidelines.
In keeping with this philosophy only International best practices are
observed by Hospitals. We need to keep in mind that the Hospital is
our showpiece and our show-room. When a patient visits the
Hospital he utilizes the facilities. But his relatives and friends who
accompany him are also potential patients and the ambience and
services that they avail of or observe may influence their decision
should they ever require medical attention.
Since all facilities are world-class we must make the medical
fraternity and public at large aware of the existence of these
facilities. This marketing has to be done in India and abroad, where
the medical facilities are not so advanced.
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Medical tourism is a reality and efforts have to be made to promote

the
hospital
in
countries
like
Africa,
Afghanistan,
Pakistan,
Bangladesh, Nepal etc where such facilities are not easily available.
In advanced countries like the UK and USA the facilities are
expensive with long waiting lists and advanced medical facilities in
India make it an attractive medical tourism destination.
Most
modern
hospitals
today
have
full-fledged
marketing
departments to promote the Hospital locally, nationally and

internationally.
They also liaise with various agencies to facilitate
the patients travel and medical reimbursement.
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ORGANOGRAM
Manager Administrative
Services
Administrative Officer
(Internal)
Supervisor
(Public Area)
Attendants
Supervisor
(Wards)
Housemen
Ward Boys
Marketing
Housemen
Aayas
Security
Supervisor
Guards
Ward Boys
A modern hospital exists as a physicians workshop. A number of

facilities are required to enable him to diagnose treat patients. The
setup of dietary department in a hospital is one of the important
facilities provided for adequate of medical care of patients.
Apart from the professional services in different fields, the hospital
management has also to provide proper food and housekeeping.
Food service is one of the most important activities in any hospital.
As
therapeutic
measure
it
contributes
directly
through
scientifically prepared nutritious diets, aimed at specific disease

conditions. Moreover, in hospitals persons have to stay for variable
period. Some have to stay for a longer period. So it has to provide
room services to all, as often patients cannot leave the bed. Further,
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as they are sick, their needs are of different kinds. Thus, the hotel
components of hospital are a challenging task and have an impact
on the image of the institution. Sometimes a hospital is compared to
a five star hotel. But in such hotels, you may have comforts, good
food, recreation, perhaps, physical and mental satisfaction but you
do not have to satisfy a group of people- the friends and relatives of
the customer who comes in and stay in the hotel. While in a hospital
sometimes your major task is not only to satisfy the customer but
you have to satisfy his friends and relatives and therefore hospital
organization is unique in this sense. Here we listen often to the
remarks of a technical person\one who has to know a lot of
procedures- some of these being life saving ones. Thus, she has to
perform dual task of attending to the patients physical and
psychological needs as well as carrying out required tasks and
procedures in grave emergency.
Lapses here cause a great danger to patients life. In some hospitals
in western countries, selected nurses are given the designations of
nurse
technician,
to
help
the
doctors
in
the
areas
like
anesthesiology, intensive care unit, kidney unit, radiology unit, post

operative care unit, operation theatre, etc. it suggests that the
services of nurses in such areas should be specialized, rather than
generalized in the interest of the patient and efficient performance
of the organization. That would also reduce the load on the over
burdened specialized doctors.
The responsibilities of nurses are quite heavy. Their job is tiring and
full of stress and strain. Infect, a doctor spends a relatively short
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time with patients and depends upon the nurses to carry out all of
his orders carefully. Functions of nurse include three major areas:
Bed side nursing: receiving patients, investigating patients, sending
them to respective clinics, round with the medical officer, assisting
the doctor L.P, Tapping etc.
Other than bed-side nurses: it includes IP registration, instruction to
servants and other personnel, ward cleanliness, supervision, ward
sterilization arranging routine drug mixtures, checking medical
dates, etc.
PHARMACY SERVICES
It is the area of increasing importance. This department is often
combined with central sterilization and stores. The staff has to be
well trained and has to be looked after properly at all levels by the
pharmacist. The role of hospital pharmacy in ensuring proper care in
preparation, labeling, storage and distribution of drugs and sterilized
material is of prime significance. Avoidance of any kind of error is
most important here. A hospital in modern era cannot do without a
good and qualified pharmacist, who has to supervise, guide and
control the performance of his subordinates. Qualify control is an
important need in this area and hospital management should
encourage and provide all the facilities to the pharmacist in
organizing it.
The volume of services is appreciable. In the average hospital, the
pharmacy deals with thousands of prescriptions and dispenses a
large number of ward orders and requisition in a single year
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purchase of drugs and the value of the annual inventory run into
many thousands of rupees. Therefore, hospitals, which do not
employ
pharmacist
with
proper
qualifications,
train9ing,
experience and talent, are seriously lowering the efficiency of their

services and operations.
A well-organized pharmacy will function effectively in its own right
and also contribute to the whole integrated hospital organization.
Employment of a full- time pharmacist, even in a hospital of
moderate size, far from being exorbitant expense, will more than
oak for itself through collateral savings.
Therefore, it is necessary to have properly organized pharmacy
department under the direction and control of professionally
competent and legally qualified pharmacist. For proper services and
sufficiency he requires good organization and the full cooperation of
the administrator, departmental heads and the medical staff.
PATHOLOGY AND CLINICAL LABORATORY SERVICES
The practice of medicine today requires more and more laboratory
services and public demands more precise diagnosis. So, the
importance of laboratory services cannot be over- estimated in the
process of thorough diagnosis.
Major functions of laboratory services are:
1. To provide the information to assist the physicians
in their diagnosis, treatment and prevention of
disease,
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2. Assist any training program and

3. To conduct research.
The laboratory services are also usefully for having essential
information in surgical treatment, for e.g. in pre-operative test, and
post-operative tests.
Pathology and laboratory services should be under the direction and
control of qualified and experienced physicians. He should be the
regular member of active medical staff. Laboratory employees
sometimes feel themselves far away from the rest of hospital
employees. Every effort must be made to make feel that they are
the integral part of the whole organization. Moreover, laboratory
should be staffed with qualified and trained technicians. Improperly
trained individuals tend to lower the confidence of the medical staff
and could lead to results, disastrous to the patient health and care.
It is advisable for the medical staff to determine and establish
standing orders for all the routine tests to be performed on all
patients.
DEPARTMENT BRIEF
Laboratory Services at ISIC, Vasant Kunj, New Delhi, is a surrogate
component to Clinical practice. The objective is to provide all the
necessary laboratory investigations required for patient care. The
Laboratory services comprises of department of Biochemistry,
Clinical
Pathology,
Immunology,
Microbiology,
Hematology,
Serology, Endocrinology, Nutrition, Metabolism, Infections diseases,

Histopathology, Cytopathology and Immuno-histochemistry.
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All these disciplines provide qualitative and quantitative analysis of

biological fluids such as blood, serum or plasma, tissue, urine, stool,
CSF etc. for specific constituents to support Clinicians in the practice
of medicine. The greatest emphasis has been given to ensure
accuracy, precision reproducibility and prompt reporting with
minimal bench waiting time.
The laboratories are equipped with state of art equipment. To
operate these sophisticated gadgets the laboratories have a
dedicated, motivated, knowledgeably and qualified doctors and
Technical staff. This core team of personnel is constantly involved in
updating the laboratory techniques and maintaining international
quality control and quality analysis standards. Blood is collected
through a close blood collection system called Vacutainers these
tubes have a vacuum within them and are filled with a pre requisite
amount of preservative.
This system avoids contaminations, minimizes contact, the vacuum
allows the punctured site of the blood vessel wall to collapse
immediately on with drawing the needle and there by avoiding extra
vacation of blood in to the surrounding tissue. The laboratory
service at ISIC provides round the clock services 365 days in a year
to the people including Sundays and holidays along with clinical
consultations.
Biochemistry Lab
The
Biochemistry
Department
of
ISIC
is
third
generation
laboratory, backed by highly qualified and motivated team of

Doctors and Technical staff. It is well equipped with latest state of
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art technology, to perform not only the routine biochemical test of

patients care but also a wide variety of specialized investigations
such as Tumor markers, Therapeutic Drug Monitoring including
Cyclosporine, Immunoglobulin, Immunofixation, Osmolatliy, Iron
deficiency panel, Stone analysis, Diabetic profile and many more. To
name a few sophisticated equipments, we have Dade BehringDimension AR a fully automatic random access auto analyzer
capable of doing Sepectro-photometric and Immunoturbidmetric
analyzer of various analytes, this system minimizes the human error
to the least Mini vidas. Special emphasis is being given on daily
quality checks i.e. internal quality control as well as External Quality
Control standards, by participating in Quality Control standards. The
Quality
control
standards
are
maintained
as
per
WHO
recommendations. The reagents kits used for various analysis are

FDA approved.
Clinical Pathology Lab
The laboratory is equipped with completely automated instruments,
cell counters for carrying out routine hematological investigation
such as hemoglobin, total and differential leukocyte counts, platelet
count, red cell indices etc. accurately.
The laboratory carried out complete work up Acute and Chronic
Leukemia
including
Cytochemisty
and
highly
specialized
Immunophenotyping with wide range of immunomarker. This

enables complete labeling of leukemia and thus helps in deciding
the treatment and predicting the prognosis.
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The Hematology department to ensure adequate collection samples

carries out bone marrow aspirates and biopsy procedures.
The laboratory maintains a high degree of internal and external
quality control.
Microbiology lab
The department of Microbiology at ISIC, aim to providing accurate
and reproductive results on clinical material within the shortest
possible time. This has been achieving by round the clock laboratory
services online reporting.
Conventional culture for aerobic and anaerobic bacteria, fungi and
amoeba from clinical specimen other than blood is carried out on
most appropriate media in controlled environment. Identification &
sensitivity for bacteria can be reported within 4 6 hours on
automated system, thus reducing the time of availability of report
by almost a day.
Conventional culture of Mycobacteria is done.
Detection of specific antibodies against different infection organism,
bacteria fungi, parasites and virus and autoimmune diseases are
carried out both by conventional & ELISA system. More than 60
different types ELISA are performed in our department. Almost all
conventional serological tests are available.
Quality control (Q.C) and Quality assurance (Q.A) are strictly
implemented and usually authenticated by reproducing results from
other laboratories in India & abroad.
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Histopathology & Cytopathology lab

This Histopathology laboratory provides opinions on all kinds of
cases
from
Gynae,
Urology,
Gastro-intestinal,
Cardiovascular,
Orthopedic and Respiratory Medicine and highly specialized areas

are such as Neuropathology, Oncology and Transplant (liver & renal)
pathology. The department also supports the newly started breastscreening program in the hospital. Outside cases in form of
specimens for review slides are also reported.
Immunohistochemistry is being done, particularly for diagnostic
applications in the field of Oncology. Prognostic indications like ER
and PR receptor studies are also being carried out in breast cancer
cases.
The Cytopathology section is equipped with a 3rd generation
application cytocentrifuge and an autostainer. Both Exfolicative and
Inerventional
Cytology
(Fine
Needle
aspiration
Cytology)
are
practiced; Liaison with the Radiology dept. for imaging guidance

(under Ultrasound and Computed Tomography) renders virtually all
body sites accessible to the fine Needle (for FNAC), thus allowing
reliable tissue diagnoses at low cost and minimal discomfort to the
patients.
Squash preparation and imprint cytology are also done to assist
Histopathology correlation.
RADIOLOGY SERVICES
The practice of modern medicine and surgery has increased the use
of all kinds of specialized services. Among them radiology services
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have assumed and important role as diagnostic and therapeutic arm

of the hospital. The medical staff can utilize their abilities, skill and
talent only if radiology services are available.
Functions of the radiology department are to assist in diagnosis
through the use of Radiography, CT scan, MRI and Ultra Sound
constitutes a major part of the workload in the average hospital. The
department should be under the control and direction of qualified
and competent radiologist. He should also have had specific training
and experience in his specialty. Here also qualified radiology
technologist should be available in sufficient number.
OUT- PATIENT SERVICES
Out patient services one of the important functions which most
hospitals under in their areas encompassing attention to those
patients who may nit require use of a bed. Generally hospital beds
are not available in sufficient numbers, nor are they indicated for all
those who need diagnostic service. Beds are costly to build and
maintain and it is often economic waste to utilize in patient cure
when outpatient services would serve the purpose.
The emergency clinic is a major unit of the out patient
department. Here the attention to patient needs must be available
round the clock, everyday of the year. In the average hospital one of
the every five emergency out- patients are admitted as an inpatient.
The director or head of the outpatient department should have full
status as a departmental head and participate in policy and program
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discussions and decisions for the entire hospital organization in that

capacity. He should be directly responsible to the administrator.
One of the most annoying experiences to the outpatient is the
interminable waiting for and between appointments. Two things
must be given due consideration for improvement. First, written
policies, procedures and standing orders for all the outpatient
functions and responsibilities need to be developed covering
organization personnel, operating patterns, relationships with other
departments, with physicians, etc.
Second, expeditious handling of a workable appointment system of
record completion and transfer need to be developed which
contributes to the efficiency and to the satisfaction of staff and
patient
ENGINEERING SERVICES
A hospital is described some administrators as ship at high seas.
Almost all kinds of emergencies that arise in a ship are required to
be attended to in a hospital. Sudden failure in some of the
installations in operation theatre, ICU etc., can seriously jeopardize
the life of patients. Here some hospital administrators have advised
experienced marine engineers in hospitals. These engineers possess
the know-how to deal with sudden situations that arise and have to
be dealt with without outside help.
The responsibility of engineering service should be assigned to a
qualified and competent, well-experienced engineer. He has to be
familiar with maintenance in diverse areas like water supply and
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drainage, boilers, laundry, air conditioning and refrigerators, electric

supply, electronic equipments, etc. He also needs a small welltrained group of workmen under him. Hospital engineer is also to
organize some alternative arrangement to ensure that casual
absence of some individual staff member does not create problems
for routine as well as emergency duties.
If the chief engineer has come to the hospital directly from industry,
he may need help in his adjustment to the problems and situations,
peculiar to the hospitals. He will be confronted with the necessity for
24-hours operations and the problem of operating in spite of
emergencies. The personnel manager of the hospital can be of help
in assisting with the appropriate development of training programs
designed to adjust the employee whose background is outside the
hospital field to the general institutional viewpoint.
The traditional rationale for engineering department has been
maintenance by crisis. Like management by crisis this may be an
exciting procedure, so may it be dangerous. But whereas, the
manager who manages by crisis may lose nothing more than his job,
maintenance by crisis may cost lives. It is very practice. What is
required is preventive maintenance. It involves the calculation of the
expected period during which each and every piece of equipment
will function satisfactorily ensuring that before trouble occurs, the
equipment will receives service attention or be replace without the
intervention of anyone but the engineers staff. This demands much
time and can be done effectively only by competent by technical
staff. It also requires more clerical assistance.
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FIRE-FIGHTING, SECURITY AND SAFETY

Hospital can be victims of fires, thefts and accidents. While the first
can be dreadful situation for the sick and their relatives, the second
one and third one would result indiscipline, dissatisfaction and poor
and bad image of the hospital.
Fire-fighting staff must be well trained in preventive measure3 along
with their routine task. The whole staff must be thoroughly familiar
with the fire- alarm system in the hospital. There should be its
regular drill. The whole must be put under the control of specially
qualified fire officers.
Security men/women also must be well trained and experienced and
they should be polite to all. Smiling security men who are always
alert and efficient would be an asset for any organization.
It is therefore advised to have a separate section for this peculiar
function of hospitals, as the training, duties and requirements of the
staff in emergencies are quite different from other personnel. They
are like the armed forces having special and important role to play.
HOSPITAL LAUNDRY SERVICES
The importance of a clean environment and linen for optimal patient
care has been stressed upon since the very inception of hospitals. It
goes without saying that "supportive" services are indispensable for
a hospital to perform in the true perspective and deliver good
patient care; besides going a long way in developing good public
relation of the hospital. A sick person coming to the alien
environment of the hospital gets tremendously influenced and
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soothed by the aesthetics or cleanliness of the surroundings and the

linen. On the contrary, dirty linen tends to result in psychological
dissatisfaction like a chain reaction, which creates a negative image
of the entire hospital
(1)
. Studies have proved beyond doubt, that
hospital acquired infections show an increase whenever laundry and

linen services are inadequate
CONVENTIONAL TECHNOLOGY
Conventionally, the following equipment are used in most of the
mechanical laundries and the linen is sequenced through washing
machines,
(cylinder,
vacuum-cup
or
agitator
types)
hydro-
extractors, (motor driven, top loading type) drying tumblers (motor

driven, heat injected, front loading type) calendaring machines
(single or multiple roller with variable speed control) flat bed steam
press, (pneumatic push button types). Most of the hospital
mechanized laundries in our country are presently using various
combinations of these machines of varying capacity depending upon
the quantity and type of linen used in the hospitals
REHABILITATION DEPARTMENT
The Holistic Treatment
Besides conventional methods of treating illness, ISIC also provides
alternative and holistic methods of rehabilitating its patients. Our
task is to strengthen every patients body, mind and spirit.
Rehabilitation at ISIC is aided by technology and speeded by
counseling. It offers:
Physiotherapy
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Hydrotherapy
Occupational Therapy
Orthotic workshop
Peer counseling
Physiotherapy-The Magic Mantra

Physiotherapy is proving to be the mantra for many illnesses.
It
helps frozen shoulders, paralysis, and neurological strokes, post

fracture complications, arthritis, problems in bladder control and
above all spondylitis and backaches.
It aims at reducing the
patients dependence on drugs and increasing his mobility and

strength, thereby making him self-sufficient.
Unlike other therapies, in Physiotherapy the result is fast and
effective.
Centre
The response of the people at Indian Spinal Injuries
(ISIC)
has
to
physiotherapists get.
be
gauged
by
the
mithai
boxes
the
Many patients who have been living like
vegetables have recuperated and gone back to state, which is close

to normal.- The Pioneer.
Physio and Occupational Therapy along with Family Therapy work
wonders for the entire rehabilitation process, which also includes
Physical, Psychosocial, Occupational and Vocational Rehabilitation
for the patient.
Hydrotherapy
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Hydrotherapy is a method of using the physical aspects of water for

medical and relaxation treatments. ISIC boasts of the largest and
the best Hydrotherapy department is approximately 350sqm in size
and its objectives are to relieve pain, mobilize joints, promote
relaxation, strengthen muscles and enhance co- ordinate and
balance.
ORTHOTICS DEPARTMENT
The dept of Orthotic is a Centre for excellence in the delivery of
Orthotic appliances for peoples with disability especially for spinal
cord injured patient. Wide ranges of comprehensive Orthotic
services are available for individual with spinal cord injuries,
traumatic brain injuries and neuromuscular, musculoskeletal and
chronic condition. The goal of department is to provide the
individuals independence, maximize their abilities and assist in
their return to community life as quickly as possible.
Hospital Information System and the Internet
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Hospital Information System (HIS)

Abstract
Hospital Information System (HIS) is expected to provide the staffs
with various, worldwide information for decision making and better
communication environment. The Internet can satisfy such needs.
When HIS aims the direction toward an integrated environment with
the Internet, several key issues should be discussed. The first
important issue is that the Internet environment should be available
everywhere in a hospital. The second is communication environment
between hospitals. The third is sharing medical knowledge among
hospitals and clinics. The forth is how to create a useful high-quality
database available through the Internet. And the last is the security
issue.
Hospital Information System (HIS) has evolved as integration system
oforder entry systems, an administrative system, and departmental
subsystems within a hospital. It has become more and more
necessary for every health care staff in a hospital to use a computer
terminal at almost every days works.
Under this circumstances, HIS is expected to provide the staffs with
various, world-wide information for decision making and better
communication environment which can be used just on the
computer terminals for every days works.
Furthermore, tale-communication between a central hospital and a
satellite clinic/hospital has become more and more necessary
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especially when a physician consult with domain experts in other

hospitals concerning his/her patients' care.
We think that only the Internet can satisfy such needs as above. This
paper describes how the Internet can contribute its useful functions
to HISs, and introduces the network environment of HIS at
University of Tokyo Hospital and some experimental projects using
the Internet.
OTHER SERVICES
Financial management is also equally important in hospital. We as
medical men are very poor in matters concerning the finance. So we
should take the advantage of the experts of finance in making our
budget, in cost accounting the cost analysis of the various activities
of the hospitals to find out how the maximum could be achieved at
minimum cost. This would result in economy and also improve the
efficiency of the working of the hospitals.
There has also to be proper planning and organizing, staffing,
direction and control of hospitals services.
Moreover, in hospital, lots of data regenerated relating to the
patients and the services provided by the various departments.
These data when properly tabulated and analyzed provide very
useful material for the planning, management and research
purposes. The hospital management, therefore, should make full use
of the hospital statistic for improving its services, by getting the
data analyzed regularly in a variety of ways and in particular, by
getting certain indices of performance calculated for the various
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services. It provides a means of effective budgetary and cost

control. It is a mean to assess the adequacy of staff and equipment,
etc. It also helps in future planning and in improving the quality of
service. It also has a favorable impact on the way in which hospital
services are being managed and in their improvement to.
SCOPES FOR EXPANSION
At present, the Hospital has a state-of-the art Intensive Care Unit
apart from the present 90 beds and is in the process of being
expanded to 250 beds. It also has three operation theatres with the
latest medical equipment that allows surgeons to perform even the
most complicated surgeries with ease, ambulance services and a 24
hours emergency centre.
Indian Spinal Injuries Centre has 15 acres of land. The entire
covered area of the building as per plans would be around 20,000sq
meters. One of the unique features of the building is to provide a
totally barrier free environment.
The aim of the centre is to provide world-class facilities for medical
management, comprehensive rehabilitation (including physical,
psychosocial, sexual and vocational rehabilitation), research and
training in the field of spinal injuries. The philosophy is to provide
equal services to the economically deprived sections of the society
by offering a high percentage of free and subsidized services. Since
providing spinal cord injury management is most expensive as
compared to any other service, and since most of these injuries take
place in the economically deprived sections of the society, it
became
increasingly
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apparent
that
generating
the
recurring
25
expenditure required for quality services at the Centre would pose a

major challenge.
The Hospital has planned a Blood Bank with Immunohematology
backup and component laboratory. Assisted fertilization clinic is also
part of the future plan
GOALS FOR THE MILLENNIUM
To upgrade Health & Rehabilitation Services to International
standards.
To expand the centre to 250 beds, of which 100 beds are devoted
exclusively for management of Spinal Injuries.
Networking of the centre with the San Rafaela Bio-Medical Scientific
Park, the largest Centre for biomedical research in Italy.
To establish a specialty centre which introduce new techniques in
Neurosurgery, Plastic surgery, and Urology & Neurology.
Hi-tech set up for the purpose of training, catalyzing and conducting
the development of basic and applied biomedical research.
Establishment of regional centers in India to serve as referral
centers.
To establish a vocation training centre, a gait clinic and a halfway
home.
Profit to be ploughed back for further expansion of the centre for
treatment of the economically deprived and indignant patients.
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HOSPITAL PROFILE
Indian Spinal Injuries Centre is a registered Voluntary organization

situated at Vasant Kunj, New Delhi, just 15 minutes drive from the
international airport. It believes in ensuring the Joy of Living to the
spinal injured persons and their family. Individual and specially
designed treatment, rehabilitation and counseling programs ensure
that Pursuit of Excellence with different physical parameters is
assured.
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Distinctive standards
Now conveniently available in India
Climbing a mountain is a test of endurance, matching human
performance against the ravages of nature. The highest standards
of comprehensive care available at ISIC strive towards assisting the
spinal injured persons in negotiating the summits of their own
minds. Our team of maintains exceptional standards professional
care providers.
Historical background
The saga of the centre begins in September 1965 in the war-torn
area between India and Pakistan. The two countries had gone to war
for the second time in seventeen years, after being one nation just
twenty years earlier. A young army officer Major H.P.S. Ahluwalia
who had reached the summit of Mt. Everest on 29 th May 1965 with
the Indian Everest Expedition was wounded in the war with Pakistan
in September 1965. It was a gunshot wound which left the young
officer paralyzed, what followed is the triumph of determination a
conquest of the physical problems. I realized that life was all about
climbing the Everest within, says Ahluwalia.
Hardly and facilities existed in India at that time. Major Ahluwalia
was thus sent for rehabilitation to Stoke Mandeville Hospital in UK,
the worlds then premier Spinal Injury Centre. Ahluwalia made up his
up mind to make his contribution to the spinal injured, as no such
centre existed in India. Thus started the Indian Spinal Injuries
PGP/FW/07- 2009
29
Centre, a tiny seed in the mind of one, who after rehabilitation was
now moving from peak to peak; in an effort to conquer new ones
Thus a trust was formed in 1984 with Mr. H.C. Sarin (former
Ambassador and senior bureaucrat) as the chairman and registered
under the laws of the country. Prime land was purchased in Vasant
kunj adjacent to an 8th century historic monument. The then prime
Minister, Shri Rajiv Gandhi, laid the foundation stone of the centre
on 30th March 1989. The civil works were inaugurated in March 1990
In recognition of his unique contribution to society, the Government
of India awarded Major Ahluwalia the country's highest honours - the
Padma Bhushan, the Padma Shri and the Arjuna Award. The
President of India has also conferred the National Award for Best
Work in the Field of Disability on him, for his humanitarian efforts
and tireless service for the welfare of persons with disabilities
Internationally acclaimed
Surgeons, doctors and therapists
ISIC boasts of exceptionally qualified and reputed surgeons and
doctors, most of whom have received higher training abroad; as
have many of our therapists and nurses. We offer services in all
spine related areas: spinal surgery; orthopedics; urology; neurology;
plastic surgery and physiatry.
We have Inpatient, Outpatient and Day care facilities. Our standards
in the operation Theatre meet all existing international norms and
are as good as those western countries, while being significantly
PGP/FW/07- 2009
30
less expensive. The Intensive and Acute Care Wards are equipped
with the latest hi-tech beds and life-support equipment.
Reaching into Lives: Patient Care
The activities of Daily Living Centre with Physio and Occupational
Therapy along with Family Therapy Comforts the patients and their
families. The Prosthetic and Orthotics Workshop designs braces and
their assistive devices so that patients can return faster to
mainstream activities. Special emphasis is laid on communicating
the true situation honestly. This benefits the cure and rehabilitation
process. Our medical team and therapists observe the utmost
ethical standards. Psychological, social work and psychiatric teams
assist in enabling the family and patients to regain their pride and
self esteem.
Our barrier free built environment assures ease of moving around to
all whether a wheelchair user or someone recovering from an
injury or accident. A modern kitchen and friendly snack bar adds to
the comfort. The patients are housed in air-conditioned beds,
whether in wards or single rooms, overlooking greenery, in harmony
with nature, as incorporated in our institute design.
VARIOUS ACADEMIC COURCES OFFERED BY ISIC
1. DNB (Diplomat of National Board)
DNB (Fellowship in spine):
DNB (Orthopaedics)
PGP/FW/07- 2009
31
2. MPT (Masters of Physiotherapy)

Course offered:
MPT (Neurology)
MPT (Musculoskeletal)
Facilities
All specialties related to spinal cord injuries like:
Spine Surgery
Neurology
Neuro Surgery
Orthopaedic Surgery
Plastic Surgery
Urology, Sexuality
Clinical Psychology & Peer Counseling
Dental Services & Faciomaxillary Surgery
Including Hi-tech diagnostic facilities
MRI and CT scan
X-Ray, Ultra-sound, Urodynamics
Active outpatient department with free OPD and special discounts
for senior citizens, persons with severe disabilities, ex-servicemen
and indigent population
Orthotic and ADL Devices workshop
PGP/FW/07- 2009
32
Continuing Medical Education and Training

Community based Rehabilitation
MISSION OF ISIC
PGP/FW/07- 2009
33
To provide Comprehensive management of spinal ailments &

injuries
To
provide
world
class,
High
tech,
cost
effective
&
compassionate services
Making ISIC an apex referral center for the whole country
The Standard of Care not to be based on Caste, Creed,

Religion or Socioeconomic Status of the Patient
TO ACHIEVE OUR MISSION, ISIC PROVIDES
Facilities for Evacuation from site of accident &
Initial
Intensive Management.
Comprehensive diagnostic facilities
Surgical Management
Physical, Psychosocial & vocational rehabilitation
Pre- discharge home visits & follow
ISIC PROMOTES & SUPPORTS
Community awareness programs.

The dictum prevention is better than cure Which is most
aptly suited for spinal injuries.
Sensitizing the lawmakers for suitable
legislation in the field
of disability & rehabilitation.
PGP/FW/07- 2009
34
Adoption of highest standards of medical ethics in the field of

research related to spine & rehabilitation.
VISION
ISIC should become a Center of excellence & an apex referral

center in South- East Asia.
To provide highest level of care available with a humane

touch, to all needy without any discrimination.
ISIC would aspire wish to collaborate with other leading

institutes worldwide in the field of spinal injuries bringing in
the latest treatment available to the patients in this continent.
ISIC would have an exchange program with their centers of

excellence.
Medical Research in Spinal Injuries & Rehabilitation within the

realms of Medical Ethics.
Work in the field of Stem Cell Research and bring its benefits
to the common man.
To strive to bring awareness in the field of disability. It would

lobby with the policy makers for suitable legislation for
prevention of disability and enforcement of Equal opportunity
Bill.
PGP/FW/07- 2009
35
Strong
emphasis
on
Manpower
Development
thought
Education programs. It would focus on developing graduate &

postgraduate
courses
in
disability
management
and
Rehabilitation.
Post Graduate Courses in other Medical Specialties like

Orthopaedics, Spine Surgery, Rheumatology etc. Also aspire to
develop graduate and post graduate courses in other field like
nursing.
Bring to all of us a sense of achievement, satisfaction &

economic stability.
PGP/FW/07- 2009
36
MARKETING RESEARCH
Marketing Manager often commissions formal marketing studies of
specific problems and opportunities. They may request a market
survey, a product preference test, a sales forecast by region, or an
advertising evaluation. We define marketing research. Marketing
research is the systematic design, collection, analysis and reporting
of data and finding the relevant to a specific marketing situation
facing the company.
Effective marketing research involves the five steps are as
follows: Define the problem and research objectives.
Develop the research plan.
Design a marketing research strategy.
Collect the information.
Information analysis.
Interpretation of the Information
DEFINE THE PROBLEM AND THE RESEARCH OBJECTIVE
The first step in marketing research is identifying and understanding
the marketing problem. What is the problem? What types of
information are required to solve it? What segment of the related
information is already a available marketing research also make use
PGP/FW/07- 2009
37
of available literature for an in depth background study of problem.

A marketing problem must also define the research objective clear.
DEVELOP THE RESEARCH PLAN:
When marketing problem is defined is clearly identified and
formulated, a market researcher should develop a plan to collect the
reverent information. While developing the research plan, he should
also be familiar with the existing research finding. He can also take
the help of library sources as well as experienced consultants,
personnel with practical knowledge, etc.
DESIGN A MARKETING RESEARCH STRATEGY:
A Marketing Researcher should design the research strategy in the
line birth of the requirements of the problem. He should make
certain hypothesis, the testing of which would be considered helpful
in solving the problem.
COLLECT THE INFORMATION
A marketing researcher has to make a plan for collecting secondary
data primary data or both, as the case may be. Primary data gives
the first hand information for specific purposes, where as the
secondary data consists the information that already exists.
The marketing researcher select on of the above mentioned method
or both. His decision depends on the nature of study, the objective
of the study, financial resources available, availability of time and
the degree of accuracy desired.
ANALYSIS OF THE INFORMATION
PGP/FW/07- 2009
38
The next step in the market research is to extract finding from the
collected data the researcher tabulates the data and develops
frequency distribution, Averages and measures of dispersion are
computed for the major variables. The resources will also apply
some advanced techniques and design models in the hope of
discovering additional findings.
PRESENT THE FINDINGS:
Keeping the objectives of the study in mind, the researcher should
prepare the study report; the findings should be written in a concise.
Simple and objective oriented languages. Graphs and example in
the main report should be only if they are essential for conveying
the essential facts or are otherwise necessary to support the
statement.
ROLE OF THIRD PARTY ADMINISTRATORS
The clinicians would rather be rewarded for being part of an
organized, accountable faculty, by the patient. Further the clinician
will retain the supreme authority of the patients treatment
Third party administrators (TPAs) are not technically managed care
organizations but play an important role in health insurance
markets. Neither insurance companies nor care providers, they are
intermediaries who bring all components of healthcare such as
physicians, hospitals, clinics, long-term facilities, and pharmacies
together.
It is long overdue for the clinician to undergo performance scrutiny
and objective assessment of ones treatment outcomes. Before a
PGP/FW/07- 2009
39
third party evaluates performance and decides the efficiency of a

clinician based on cutting costs rather than quality, it would be
prudent for the clinician to submit for continuous voluntary
evaluation
through
clinical
audits,
update
ones
armory
by
continuous medical education and compete with each other on the

quality criteria, to secure contracts with TPA. This would be possible
if the clinicians lay down code of conduct and regulate themselves
by an autonomous body of clinicians. This will suitably dissuade the
TPA to demand cost-cutting measures causing poor treatment
outcomes as a whole. The seal of quality care by the healthcare
providers is going to be their bargaining power in long run, be it with
the insurance companies or the managed care.
IMPLICATIONS OF TPA
The existing ill-structured system is being replaced by a reformed
but organized structure called the TPA. An individual doctor through
his attachment to a nursing home or a hospital is able to offer his
professional services via the provider network extending to almost
majority of the nursing homes & hospitals. In an ideal situation the
clinician is assured of a steady stream of patients, the nursing home
is assured of a steady revenue flow and so the upkeep and facilities
of the nursing home & hospital tend to be upgraded. The clinician
finds himself in a better equipped set-up, luxurious clinics (which
satisfy ones patient also), and there is no constant need to prove
ones capabilities by the number of patients one brings to the
hospital nor is one obliged to bring sufficient business to the
hospital. A favorable work atmosphere creates a healthy and quality
practice, which gives better bargaining power to the provider with
PGP/FW/07- 2009
40
the TPA. This is the brighter but achievable picture of Third party
administration of healthcare. The flip side is the managed care crisis
occurring in U.S. The reasons for the crisis though have to be
studied in context with the American system of healthcare. It surely
cannot be applied to the Indian scenario. We have to wait & watch
how many more years it will take for managed care to arrive just as
Health Insurance for all (Health for all!) reforms has taken 50 years
post-independence!
It is long overdue for the clinician to undergo performance scrutiny
and objective assessment of ones treatment outcomes. Before a
third party evaluates performance and decides the efficiency of a
clinician based on cutting costs rather than quality, it would be
prudent for the clinician to submit for continuous voluntary
evaluation
through
clinical
audits,
update
ones
armory
by
continuous medical education and compete with each other on the

quality criteria, to secure contracts with TPA. This would be possible
if the clinicians lay down code of conduct and regulate themselves
by an autonomous body of clinicians. This will suitably dissuade the
TPA to demand cost-cutting measures causing poor treatment
outcomes as a whole. The seal of quality care by the healthcare
providers is going to be their bargaining power in long run, be it with
the insurance companies or the managed care.
The clinicians would rather be rewarded for being part of an
organized, accountable faculty, by the patient. Further the clinician
will retain the supreme authority of the patients treatment.
PGP/FW/07- 2009
41
In the reformed system, the Provider (the treating doctor, hospitals,

diagnostic laboratory, radiology and imaging centers etc.), will
always be the vital link of the healthcare chain.
It is this fact that the present clinician must utilize optimally. What
one can do is accept the change occurring and utilize it to our
benefit with collective efforts. The issues of concern, the doubts can
be tackled if viewed with a common eye. The arrival of a third party
since time immemorial has been constructive. So shall it be in our
country with diverse practice of medicine and varying population
density and their unique disease patterns.
FUNCTIONING OF TPA
A Healthcare Provider is one who, by virtue of its credentials
provides healthcare services to the consumer/purchaser/customer. It
may be a nursing home/ hospital/ Diagnostic center/ primary care,
secondary care or tertiary care provider.
Third Party Administrator System has arrived finally to India with a
clearly defined identity. It is an entity which liaisons with the
Insurance company, the customer (the patient) and the Providers to
deliver healthcare. To seek the reasons for the arrival of TPA, one
would have to give thought to the Health Insurance status in India,
so far.
A patient when comes as an outpatient in a hospital has to pay for
the consultation of the Doctor.
Now, if the doctor feels he has to be admitted then he writes on the
OPD card the line of treatment and the duration of stay.
PGP/FW/07- 2009
42
The patient is now asked to go to the department, which handles

insurance companies etc.
A pre-authorization card is then filled with all the details like name of
doctor, diagnosis, line of treatment, expenditure involved, past
history, duration of stay etc. (Every TPA has its own format for
theses pre- authorization forms, but the information required is the
same). This form is then faxed to the TPA.
The TPA then sends in an authorization slip stating the amount till
what the patient is covered and the list of items not covered under
insurance.
Once the patient is discharged, his signatures are taken on the final
bill and all other relevant papers & reports in original are send to the
TPA for claim processing. To follow right Billing procedures are very
important for speedy recovery of the payments.
Patients are only given the photocopies of the reports and not the
originals.
ETHICALLY RIGHT
Marketing of hospital was considered unethical in the eighties. Today
some degree of marketing is essential to hospital success, some
cases even survival Hospitals provide the most vital services that
human beings can need. Empty hospital beds and under utilized
equipment and staff are ultimately costly to patients and to the
society. Marketing seeks to match what the hospital provides and
what the public wants. By helping to adjust the hospitals facilities
PGP/FW/07- 2009
43
and services to best meet the communitys true health care needs
marketing benefits the patients and the society.
Hospital with responsive effective marketing programs will enjoy
public acceptance and support.
PGP/FW/07- 2009
44
MARKETING PLANS
The foundation of the Hospital Marketing Program is the marketing
plan. Marketing plan tells us how to get where we want to go.
Marketing survey is conducted before the start of the plan to study
the existing services available in the region, analysis of diseases
prevalent
rates
and
epidemiological
studies.
New
service
developments according to market needs and changing customer

choices also is studied
POSITIONING
Positioning addresses the question What does this hospital want to
be known for? As a health care provider?
Every hospital would be
prepared to serve the immediate medical needs of every patient

who arrives at admission. But no hospital can do all thing for all
people.
A small hospital in a rural community must necessarily refer patient
in need of a rare or highly sophisticated treatment to specialized
center. Today, however a wide choice is available in metropolitan
area. Having a mission that differentiate your hospital your hospital
from all other and communicating that mission is important.
What does this hospital offer that others dont? What is bigger or
better? Does the hospital have more specialists in particular field? Is
it providing a particular service to patient at a lower? Does the
location of the hospital have special advantage transportation
access, a pleasant environment. approximating to some attraction,
etc.
PGP/FW/07- 2009
45
The answer will differentiate the hospital from other defining the
strengths and the weaknesses of the hospital explicit positioning
statement can be written. After adopting the positioning statement,
every staff member should be able to answer the question What is
the hospital known for?
THE PRESENT SCENARIO IN INDIA
Fairly recently, the concept of Corporate Hospitals has arrived in
India. In the early eighties, the Apollo group set up the first hospital
in Chennai and followed it in Hyderabad. Escorts group established
Escorts heart institute in 1988. Corporate Companies like Wockhardt
and Max India started the Hospital industry. Apollo group also built
the Indraprastha Apollo Hospital at Sarita Vihar in New Delhi. Many
more other companies like Escorts, Fortis Health Care, Reliance and
Marico Industries have also aimed at health care sector.
HOSPITALS PREVENTIVE HEALTHCARE MARKET
They say prevention is better than cure. Perhaps, working on this
proverb, there is a growing health consciousness among the
common man, giving a boost to preventive health check-ups in
hospitals.
Now, it is not just the stressed out corporate who go for annual
health check-ups, sponsored by their company. Today, most
hospitals witness an equal number of walk-in patients who believe
more in preventive than curative health care. There has been a
marked surge of middle-class patients who would not mind shelling
PGP/FW/07- 2009
46
out a few thousands of rupees for annual check-up for their families.
Hospitals have been astute enough to have tailor-made packages
for all age groups. According to industry analysts, there has been a
growth of 25 per cent in the preventive healthcare market in the last
five years.
These preventive health packages costs from Rs 500 to Rs 5,000.
Majority of the customers prefer the comprehensive health package.
The various packages are a permutation and combination of CBC,
blood sugar, cholesterol, urine stool, digital chest X-Ray, ECG,
general examination, blood group, blood sugar, liver profile,
proteins, lipid profile, cholesterol, and renal profile.
The Apollo hospital group, which was the first to introduce the
preventive health check-up package in India, today witnesses more
than 100 patients in a day. The packages range between Rs.1,900 to
2,500. Says Dr Hari Prasad, vice president, Apollo hospital,
Hyderabad,
"The packages are highly subsidized. If a patient undergoes the
tests separately, it would cost him thrice the amount."
More than 100 patients walk in to Wockhardt Hospitals every day for
20 test packages, which cost from Rs 500 to Rs 5,000. Says Vishal
Bali, vice president, operations, Wockhardt hospitals, "A patient
might just come to the hospital for a blood test and can decide to
get a complete health check-up done. We have seen patients
gifting test packages to their parents. Also, around 10 per cent of
the patients who come for the health check-ups require further
tests.
PGP/FW/07- 2009
47
Hospitals also conduct talks for a better life-style. Says Brig Joe
Curian, CEO, Hinduja hospital, "Our patients are given talks on lifestyle modifications and dietary habits."
Some hospitals have started marketing their health packages by
holding free health check-up camps and educational programs
about the importance of preventive health check-ups. Recently,
Association of Hospitals, a body of 37 Mumbai-based hospitals
declared it would conduct free health check-ups. However, Bali,
feels it is not a good proposition, as "It costs us a lot of money to do
a comprehensive check-up. Holding free check-ups might lead to a
compromise of quality, and that is the last thing that a hospital
should do."
The small cities, which on an average do not attract more than 15 to
20 patients per day, are also equally enthused. Around 70 per cent
of their patients are through company tie-ups and the rest are walkin patients. Fortis, for instance, which gets around 15 patients a day,
attributes it to the tie-ups that they have with 73 companies. It
offers eight packages ranging from Rs 1,000 to Rs 3,000 and four
more are in the pipeline. Says Dr Ravindra Karanjekar, medical
director, Fortis, Mohali, "It is a big challenge for us to sell the
package. We have tied up with different medical associations so that
they refer their patients to us." The patient education cell of the
hospital educates the relatives of patients to go in for these checkups. "We do not see many walk-in patients. So we distribute
brochures and educate them about our health package." He
suggests that a hospital in a small city should approach schools for
the tie-ups. Even diagnostic centers have started cashing in on this
PGP/FW/07- 2009
48
emerging sector. Says Dr Nilesh Shah, managing director, N M

Medical Center, Mumbai, "We score over others as being a
diagnostic center, our preventive health check-ups borrow high-tech
diagnostic equipment like digital X-Ray, bone densitometry, 3-D and
4-D
ultrasonography,
facilities
which
are
not
available
with
preventive healthcare centers per se. Every individual who walks

into our center is also made to undergo lifestyle and stress
management workshops."
Experts say this sector has a tremendous potential to grow, as much
as the insurance sector. "The government gives tax benefits to the
curative healthcare, but neglects preventive healthcare. With the
right kind of incentives from the government, preventive healthcare
can make a dent in the curative healthcare sector," says Curian.
JOURNAL OF HOSPITAL MARKETING HAS PUBLISHED THE
FOLLOWING ARTICLE ON MARKETING STRATEGIES
"This dynamic journal takes as its mission the dissemination of
pertinent and practical material on new and effective ways of
marketing hospital services. Written by and for hospital marketing
professionals, the Journal of Hospital Marketing & Public Relations
shares
current
and
cutting-edge
marketing
applications
and
methodologies.
Retitled to better reflect its focus (formerly the Journal of Hospital
Marketing), this refereed journal keeps you on the leading edge of
the field with theoretical and empirical research papers, case
studies,
and
articles
of
relevance
to
both
academics
and
practitioners.
PGP/FW/07- 2009
49
The practical and methodology-oriented articles featured in the

journal assist practitioners in enhancing their productivity and
effectiveness in such areas as:
Strategic marketing planning
Strategy development.
Fund development
Recruitment
Internal marketing
Joint analysis
Market analysis
Competitive advantage analysis
Marketing research and auditing
Patient liaison activities
Lobbying/regulatory affiliation
Hospital economics
Staff development from a marketing perspective
Contracting
Media selection/placement/relations
Target analysis
PGP/FW/07- 2009
50
Working with marketing consultants
HOSPITAL MARKETING TARGETING WOMEN

Recently, medical researchers and hospitals discovered a fairly
important fact: Men and women are differentMen are from Mars
and Women are from Venus.
In the past, research on conditions such as heart disease and cancer
had been performed on men. That's changing now with the
realization that diseases affect men and women differently and that
symptoms vary between genders.
As a result of these revelations, hospitals have begun marketing
services toward women and establishing separate programs for
women. New services at Milwaukee hospitals include centers for
women's heart care, cancer research on women, and programs
designed to improve women's overall health. To attract women to its
programs, Covenant Healthcare System Inc. this year started an
extensive marketing campaign at its five Milwaukee-area hospitals
to attract women to services offered. Instead of focusing on the
reproductive aspects of women's health, Covenant has expanded
marketing of services to cover a woman's entire lifespan.
In short, health care executives, after focusing on breast cancer
services in recent years, are now pushing for more awareness in
PGP/FW/07- 2009
51
other areas of women's health. "There's a much higher level of

sophistication in health care decisions and choices, and they are
being made by women," said Vicki George, regional vice president
for the metro region of Aurora Health Care, Milwaukee. "Hospitals
and insurance companies have recognized that and are now
navigating marketing efforts toward women."
PGP/FW/07- 2009
52
FINDINGS
To find out the services provide by the hospitals and a

comparison between them.
To Study and compare the actual level of services quality in

the hospitals surveyed.
To make a comparative analysis of all the services of private

Vs Government hospital.
To study the behavior of the doctor towards their patients.
To study the availability of all new technological equipments in

the hospital for the convenience of the patients.
SUGGESTIONS & RECOMMENDATIONS

PGP/FW/07- 2009
53
FOR VARIOUS SECTIONS

MRD
Observations
Currently any staff can
Recommendations
If any type of query is
directly obtain
required to any department
information from the
staff, like doctors, nurses,
MRD department
ward boys, or receptionist
without the prior
then permission should be
permission of AMS or
taken from the AMS or AMD
AMD.
then obtain the information

to the MRD department.
Unavailability of any
A checklist should be made
checklist to check the
so that it can be cross
status of a document.
checked with the related

documents of MRD asst.
Reports of the patients
The separate racks instead
are not being managed
of lying down here and
properly.
there
could
maintain
reports of the patients.
A senior MRO is itself
At
least
one
employee
responsible for carrying,
should be added (helper)
delivering, and sorting
whose
of the patients record
demand of record is needed
files.
to the doctors chambers or
work
is,
if
any
administration then in this

PGP/FW/07- 2009
54
case he should deliver or

receive
the
required
file
instead of assistant medical

record
officer
or
many
others.
He should check each file
The Sr. medical record

officer
checks
properly in the sequence
file
given in the record file.
casually.
STORE
Observations
Recommendations
The store keeper maintains
He should maintain the above
the long register it means,
discussion matter because it
in case of emergency if
creates
any type of material is
future.
require
then
manually
he
problem
into
the
allots
instead
of
printing or proper filling of

registration form. He does
not contains the name of
the person who issue it or
who
receiving
designation,
signature
PGP/FW/07- 2009
it,
counter
of
the
55
storekeeper,
quantities
wise, date etc.
Counter furniture is one-
Counter should be both side

open
sided open.
instead
of
one
side.
Material cannot be kept in

front of the counter.
Also in
case of fire, all the employees

can go out easily and also the
items cannot be stolen.
The fire extinguisher is of 5

Kg
only,
which
is
not
sufficient for the store.
The fire extinguishers should

be provided of 10 Kg and also
check the
date of filling or
expiry date, which could not

be there.
There is no rack to keep

record files.
PGP/FW/07- 2009
Provide the vertical racks for

keeping all the files.
56
No periodical internal audit

is carried out
Also routine audit e.g., weekly

basis or check the stock at
least once
in a
month
or
prepare the stoke list. Since it

helps
to
measure
the
fast
moving goods or slow moving

goods or stationeries goods.
That also helps to ordering the
appropriate
volume
of
the
required materials according

to the demand basis.
SAMPLE COLLECTION ROOM
Observation
Recommendation
Chair for the patient is too heavy

to be handled by the patient.
The chair used in the sampling

department should be lighter so
that the patient can easily handle
it.
Sample collecting staff brings

their general shoes inside the
sample room; which may carry
infections.
The staff should be recommended

black chapels for sampling room
because it can reduce the dirt as
well as infection.
There is no privacy for collecting

the sample.
At least one curtain also used in

the
sampling
room
for
specialize/privacy
maintained
while collection of the sample.
The housemen do not wear a

glove and mask when collecting
the wastes, they dip their hands in
The houseman should collect the

waste into the dustbin using of
gloves & mask, also pick up the
PGP/FW/07- 2009
57
poly bags instead of removing of

poly bags
Lab staffs do not wear gloves and

mask while collecting the sample
to the patient.
Lab staff simply uses toilet soap

for washing their hands.
whole poly bags into the bins

instead of dipping the hand into
the dustbins
Lab staff should wear the gloves
& mask while collection of the
samples or disposal of syringe &
tissue etc., to reduce any chance of
infection.
Use
povidine-iodine
or
chlorohexadine as antiseptic for
hands and forearms wash. For
major contacts take extra or
denary care to avoid accident
wounds from contaminated sharp
instruments.
PHARMACY
Observation
Recommendation
Even after meeting with

the
expiry
date
many
All the drugs and injection

after meeting expiry date
should not be kept in the
drugs are kept.
hospital as it affects total

cost of the hospital.
There is a goods carrying
Trolley should be removed
trolley, which is not being
because it does not have
used.
any
purpose
or
it
may
damage the side sliding

glass of the pharmacy.
bill
PGP/FW/07- 2009
for
the
medicine
The
pharmacist
should
58
purchased is not given.
register the drug name on

time when demanded of
the drugs and also raising
the
bill
issuing
on
the
time
when
drugs
for
anybody either a patient or

ward boy.
Even a ward boy can make
The ward boy cannot be

permitted to generate the
a bill.
bill.
Many
ward
boys
get
Pharmacist should attend
gathered in the pharmacy
them one by one and can
and start making a noise
ask them to keep silence or
by gossips.
a slip mentioning the same

can
be
pasted
on
appropriate
location,
an
visible
which
helps to
decrease the noise level

and
increase
functioning
smooth
of
the
pharmacy.
Pharmacists
are
not
as
Pharmacist should improve
responsible as they should
the
communication
or
be towards the patients.
behavior to dealing with

patient or otherwise.
PGP/FW/07- 2009
59
HEART COMMAND CENTRE

Observation
Recommendation
There is a communication
Minimize
the
gap between the nurses
communication
gap
and technicians.
between the nurses and

technicians.
The
Echocardiography
machine
is
in
working
and
also
the
Video
condition while CD drive
Cassette
and Floppy drive and Video
working order to reduce
Cassettes
the
are
not
in
should
burden
be
of
in
the
technicians.
working order.
CD drive and Floppy drive
Many times the rush has
At least a nurse should be
the
sit permanently during the
nursing station but there is
duty hour so that a patient
no nurse / technician at
can be attended.
been
occurred
on
that time.
sitting
Sitting arrangement should
arrangement (sofa) near to
be outside so that it can be
the nursing station.
used in effective way
There
PGP/FW/07- 2009
is
60
Observation
Recommendation
There is a computer in the
Remove the computer to
MRI console room; which is
the MRI console room, to
not being used.
save the space and it can

be
used
by
any
other
department.
Staff should be computer

literate.
Staff should be briefed to

register name and ID of the
respective patient in the
computer.
Only one X-ray machine is

available.
One more X-ray machine is

required, since the current
one troubles some times
thats
why
the
patients
have to wait for long time

or
hospital
loses
the
revenue.
RADIOLOGY
ICU
Observation
There is only one doctor in

ICU.
Presently there are 9 beds

and only 4 ventilators, 4
PGP/FW/07- 2009
Recommendation
At least two doctors should
be posted in ICU.
Every single bed has to be

providing
separate
61
blood
gas
infusion
analyzer,
pumps
and
ventilators,
analyzer, infusion pumps
ceiling fans.
blood
gas
and ceiling fans.
A piece of cloth is used on
Using the piece of cloth on

the
the shelves.
shelves
removed
should
because
be
it
creates infections.
Oxygen cylinders are kept
Separate
rooms
keeping
in Isolation room.
the
cylinders
for
Oxygen
instead
of
Isolation rooms.
A nurse should be briefed
patient using the gloves
about how to reduce the
touches anywhere at the
chance of infection.
nurse
treating
to
same time.
There is no foot cover in
provided in the ICU.
ICU.
Curtains or moving curtain
Curtains or moving curtain
trolley are washed once in
trolley should be washed
a month.
twice in a week.
There are fixed type of

beds
or
one
sided
There is no any device for

remotely
patients.
PGP/FW/07- 2009
Every
bed
in
the
ICU
should be movable to both

the side.
movable.
A foot cover should be
monitoring
of
A CCTV camera should be

provided
to
the
counter
to
keep
nursing
good
62
monitoring of the patients

CSSD
Observation
Recommendation
The packing table in the
The packing table in the
CSSD department is in bad
CSSD department should
condition.
be repaired/ replaced.
Staff
working
in
CSSD
All the staff working in the
department do not have
CSSD should be provided
any protective equipment.
personal
protective
equipment
heavy
which
duty
include
rubber
or
plastic gloves, face mask,

eye
wear,
water
proof
apron etc.
There is no housekeeping
Two sets of house keeping

equipments
device.
are
provided
on decontamination.
There is a bin made up of

card
board
which
got
Date of packing and date

of
expiry
are
be providing in the inner

sterilization department
damaged at its base.
A standard black bin should
not
mentioned on the packets
Each pack must be labeled

as to its contents and its
date of packing and expiry
date.
LAUNDRY
PGP/FW/07- 2009
63
Observation
Recommendation
A/C is out of order.
Provide
window,
or
air
start
the
conditioning
which is given in
the
frame provided on the wall

of the laundry.
Laundry staff do not use

provided
gloves
and
The
washbasin,
use
plastic
gloves,
waterproof aprons etc.
aprons,
The laundry staff should
walls,
The
washbasin,
walls,
doors, ac windows are not
doors, ac windows should
clean.
be cleaned on the monthly

basis.
ENGINEERING
Observation
The
hydrotherapy
Recommendation
water
The
hydrotherapy
water
heating plant runs for 14
heating plant reduces the
hours.
timing in nights. It should

be run 6 hours a day (at
night); because it saves
the electricity.
AC plants run for 18 to 20

hours.
Each AC plant should be

run for 6 hours only giving
total of 12 hours running
and an interval of 2 hours.
PGP/FW/07- 2009
64
Induction choke and yellow
Use of electronic choke
bulbs are being used.
instead of induction choke

and fluorescent tubes
should be provided since it
saves electricity.
There is no trained person
At least two people are
for fire extinguishing; and
appointed
no one knows how to use
extinguishing, if it is not
fire
possible then taking the
extinguishers
in
for
fire
help of Delhi Fire Brigade
effective manner.
team for briefing about the

fire extinguishing; how to
prevent it or use the fire
extinguisher cylinders.
AC plant is being run with
The two blower of the
the help of four blowers of
terrace can be replaced
which two are fitted in the
with the natural cooling
basement
are
tower, air exhaust without
fitted on the terrace. Each
any drive and also cannot
blower
it
consume electricity which
blowers
has only one time cost
means
is
and
of
two
two
22KW;
consume 44KW per hour,
(Rs.550000)
which
save approx Rs.1320000 of
monthly
running
cost is approx Rs.110, 000.
and
which
electricity bill yearly.
KITCHEN
Observation
PGP/FW/07- 2009
Recommendation
65
The distance of the Iron
The distance of the Iron
Net on the window is 3
Net on the window could
inches.
be at least 1 foot because

there is no clear area of the
glass of the window and if
the window is opened then
the lots of mosquitoes and
dust get inserted.
Cooks do not wear clothes

in recommended way.
The dress of the cook

should be
-clean
-with Chinese collar or
close collar because if
sweating arises then it
cannot get mixed with
cooking items.
-no wrist watch, thread or
any type of chain could be
wearing doing the
cooking.
-polished shoes should be
worn.
The
cooler
is
inside the kitchen.
situated
The
cooler
cannot
be
located inside the kitchen

because it can create an
infection since the exhaust
PGP/FW/07- 2009
66
fan of the cooler can bring

dust particles.
There is only one exhaust

fan.
At least four exhaust fans

should be provided in the
kitchen in each corner with
minimization of infection.
Dough maker machine and

oven need repairs.
.The
electronic
devises
should be repaired, so that

they
can
be
used
appropriately.
Cut salad is washed in the

water.
According to the Standard

Food Cutting guidance cut
salad
should
not
be
washed in water instead it

should be washed before
cutting
to
texture
and
maintain
hygeine
the
of
salad.
All the utensils are washed
But it can be drying with
and clean on the same
the help of drying machine
cloth
which
also
reduces
the
infections.
WARDS
Observation
PGP/FW/07- 2009
Recommendation
67
There is only 4 feet gap
According
to
Indian
Standard Institution in their
between two beds.
standard ISI 10905 Part-I

recommended on area at
least 6feet for every beds.
Visual
the
A CCTV should be used to
general wards is not proper
monitor the patients and
because
wall
impact
many
of
times
height
should
be
nurses are sitting inside
reduced by two feet to
the nursing counter which
enhance the visibility.
is big around 4 feet wall

so it could be less.
Here HIV or AIDS patients

have
separate
room,
which
isolation
contains
beds.
It should be increased.
- the linen, pillow cover
or any other clothes are to
be separately washed in
the house keeping room
with sodium hypo chloride
solution and send then to
laundry.
Washbasin is too high to be
Wash basin used by wheel
used by a patient on the
chairs patients should be
wheel chairs.
70 cm deep with a narrow

basis.
There is no dirt utility room

that can store bedpans,
This room can be a part of

sanitary block.
urinal, and sputum mugs

PGP/FW/07- 2009
68
and for temporary storage

of
stool
and
urine
specimens is termed the

dirty utility room.
There is no treatment and
Part from other things (the
dressing-room
dressing and treatment
-which major work is to
room can be provided with
perform a minor surgical
an instrument sterilizer
procedures,
and sink).
lumbar
puncture; some special

examinations.
There is no rack
Also provide the separate

rack for different records
e.g. X-ray records, city
scan reports, patient
laboratory records etc.
Instead of dumping in open
area which could wear the
dirt.
PGP/FW/07- 2009
69
PREVENTON OF INFECTIONS
A written policies and procedures which defines the type of
surveillance to be carried out and how data ill be analyzed
and used.
Single room with closed room doors. (Ideal Isolation Room).
Use plastic dishes.
Surveillance of nosocomial infection (microbiology infection)
Limit the number of people who enter these areas.
Procedure for hand wash:

1. Before examining each patient
2. After examining each patient
3. After handling blood, urine or other specimens.
4. Before going from one patient to another.
Separate bins for separate wastes should be used to the wet

rooms.
General waste of plastic waste can be separated and using

bins of different colors can separate it.
The bins should be foot operated to reduce the infections.
PGP/FW/07- 2009
70
A bin is locating it the nursing station should be 20 Kg instead

of 5 Kg.
According to the provision of law, the waste of puncture proof

box should be transferred to the blue bins.
As soon as of these waste bags get filled, then it should be

removed from the container, tied tight with a plastic string.
Suggestion to avoid the pitfalls of hospital infection to the

staff and patient.
1. Print material: hand bills flipcharts, posters, books,

manuals, booklets etc.
2. Audio visual aids including slide shows, overhead
projections.
3. Situational analysis and problem solving sessions.
4. Trainer of Hospital Waste Manager should obtain regular
feedback from the personnel involved in the educational
programs.
PGP/FW/07- 2009
71
MARKETING STRATEGIES OF CORPORATE HOSPITALS

Numerous marketing strategies are being adopted by these
corporate Hospitals in order to ensure competitive advantage. Some
of them are as follows:
Attractive preventive check up packages comprising of whole

body check-ups including Blood profile, Ultrasound and
treadmill tests, CT scan, endoscopy etc.
Many hospitals have eminent personalities from the industry

in their board of trustees. This leads to increase inflow of
patients working in the companies of these trustees.
Hospitals attract the shareholders by offering discounts.
Successes of crucial operations and surgeries are discussed in

the
health magazines and newspapers, which become a
natural advantage for the hospital.
Hospitals holding seminars and conferences
relating to
specific diseases where doctors throughout the country are

invited for detailed discussion. This makes the hospital well
known among doctors who may refer complicated cases to
these hospitals.
Hospitals promoting medical colleges. This helps them to

generate extra resources in the form of fees using the same
infrastructure.
PGP/FW/07- 2009
72
MARKETING A HOSPITAL & FACILITIES

India today boasts of
hospitals and establishments that are
comparable to the worlds best medical facilities. Todays patients

are very demanding and expect the best quality of facilities and
medical care. The hospitals need to conform to NABH ( National
Accreditation Board for Hospitals) and JCI (Joint Commission
International) guidelines.
In keeping with this philosophy only International best practices are
observed by Hospitals. We need to keep in mind that the Hospital is
our showpiece and our show-room. When a patient visits the
Hospital he utilizes the facilities. But his relatives and friends who
accompany him are also potential patients and the ambience and
services that they avail of or observe may influence their decision
should they ever require medical attention.
Since all facilities are world-class we must make the medical
fraternity and public at large aware of the existence of these
facilities. This marketing has to be done in India and abroad, where
the medical facilities are not so advanced.
Medical tourism is a reality and efforts have to be made to promote
the
hospital
in
countries
like
Africa,
Afghanistan,
Pakistan,
Bangladesh, Nepal etc where such facilities are not easily available.
In advanced countries like the UK and USA the facilities are
expensive with long waiting lists and advanced medical facilities in
India make it an attractive medical tourism destination.
PGP/FW/07- 2009
73
Most
modern
hospitals
today
have
full-fledged
marketing
departments to promote the Hospital locally, nationally and

internationally.
They also liaise with various agencies to facilitate
the patients travel and medical reimbursement.

TPAS
The hospitals should display a list of TPAs on the panel so that

there is no confusion for the patient. The hospital authorities
should not hide any information, which may go against the
patient or delay the issue of his or her authorization letter.
The hospitals need to employ an extra staff and should train

them to various aspects of TPAs running. The hospitals need
to
be
tolerant
when
dealing
with
dissatisfied
customers/patients who have been asked to wait, till an

authorization is sent by the TPA. Hospitals even can have a
booklet, highlighting the terms & conditions of Mediclaim
policies, which could be used to educate the patient, before
things go out of hand. The hospitals also should not insist on
authorization every time & should provide first aid to the
patient & even should go ahead in doing a life saving
procedure, in an emergency. The hospitals may or may not
extend discount, commissions to the TPAs depending upon
their policies & procedures but it should definitely not be
unethical.
PGP/FW/07- 2009
74
Hospital being satisfied with the concept of TPA would like to

further insure their own staff through a TPA, as they feel
satisfied with the services provided to them.
TPAs feel that it is a good business & a profitable one. They

feel that the hospital authorities should not hide any facts
from them & should inform them within 24 hrs of admission.
They should admit a patient on its on merit & not fake
emergencies and give unnecessary treatment. They try to
make the payments to the network hospital but end up nor
doing so. They do feel that at times both patients & network
hospitals use legal influence to get work out of them, but they
seldom do so. They also share our concern that the patients
consumers are not aware of the various terms & conditions
and it is a collective responsibility of all three to make it more
transparent & educative. People have high expectations from
TPAs & when an authorization is denied to them they scream
& create a scene. They feel that they should be given a
discount/commission but seldom insist for it.
The IRDA should play a more active role in regularizing the

number of TPAs in the market. There may be more than 23
TPAs on the panel of IRDA but there are actually very few
around 7 TPAs, which are functioning smoothly.
I feel it is the collective duty of IRDA, Insurance companies,

TPAs, agents and finally hospitals to make the consumer more
aware of the various terms & conditions mentioned in the
Mediclaim policy. It is also the duty of the consumer/patient to
PGP/FW/07- 2009
75
go into the details of the policy which one is about to buy or

had already bought. IRDA has to act as a police man in making
sure that these TPAs make regular payment to Network
hospitals or otherwise they will stop entertaining the TPAs
and ultimately it is the consumer who will suffer.
IRDA should also find means to lower the waiting time of

patients and make Mediclaim friendlier to the consumer.
Though the consumer has welcomed the cashless facility but
it is not that simple to access it.
At the end the concerns, which have emerged is that, the level
of awareness of terms & condition of Mediclaim needs to be
enlarged, and IRDA role should be more proactive to make
Mediclaim more consumers friendly
FOLLOWING ARE THE QUESTIONS ASKED TO PATIENTS: -Awareness about TPAs.

Concept of TPA.
The best TPA.
Awareness of cashless facility.
Non-Reimbursement of OPD cost.
Awareness that admission for more than 24 hrs is must.
Awareness that authorization from TPA is must except in case
of an emergency before start of treatment.
No authorization, patient needs to pay.
Awareness of non-reimbursement of cost of only investigations
to be done at the hospital.
PGP/FW/07- 2009
76
Awareness of Pre-existing diseases being not covered.

Reimbursement of cost of treatment taken 30 days before &
60 days after admission.
Awareness of minimum number of beds for reimbursement.
Awareness of non-reimbursement of charges towards Certain
Diseases not covered during 1st year of policy.
Awareness of non-reimbursement towards spectacles, hearing
aid etc.
Awareness of non-reimbursement of Dental Charges.
Quality of treatment being provided to cashless insurance
patient vise-e-vie cash paying patient.
One needs to wait to obtain an authorization form TPA.
Waiting time to obtain an authorization.
The promises about the features of the Mediclaim policy, made
by the agent at the time of issuing the policy, stand true.
Re-imbursement from the TPA takes how long.
Quality of services provided by TPAs.
Method of enrollment.
Need for medical insurance.
FOLLOWING ARE THE QUESTIONS ASKED TO NET WORK

HOSPITALS: -
PGP/FW/07- 2009
77
Behavior of the patient in case of denial of an

authorization.
Empanelment with Hospitals.
Business volume after TPA Empanelment.
Regularity in Reimbursement.
Reimbursement within the stipulated time.
Work Load since TPAs empanelment.
Legal action against TPAs.
Outstanding from TPAs.
Regular follow up for Payments from TPAs.
Extra staff to deal with TPAs.
Discounts sought by TPAs
Commissions for referring patients.
TPAs force their own tariff.
TPAs Influence in selecting a patient.
Utilization of TPAs services to insure your own staff.
Concept of TPA for the hospital.
Name of TPAs are: 1. E- Meditek.
2. Genins India Ltd.
3. Medicare.
4. Paramount Health care.
5. Raksha TPA.
PGP/FW/07- 2009
78
6. Universal Medi aid services.
7. Vipul Corporation.
COMPARISON BETWEEN GOVERNMENT AND PRIVATE
HOSPITALS
In private hospitals services are better than government hospitals
.government should try to spend more money or budget on medical
services in government hospitals.
Improve a quality of services in government hospitals .Many trained
doctors working in government hospitals but the administration
services and other services services like latest labotaray test
facilities and operation facilities are provide in hospitals.
Special treatment and facilities provide to all old age patients.
In government hospitals services are not good but in private
hospitals services and facilities are good but many percentage of
patient not able to take a treatment in private hospitals so
the
patients bond to take a admission in govt hospitals but govt provide

a more better facilities to and care in all departments of hospitals.
In major government hospitals doctor not properly attend a patient
this is a main reason some percentage of patients are approach to
private hospitals.
In govt hospitals provide latest techniques in all departments and
provide customer care training to all employees of hospitals.
PGP/FW/07- 2009
79
PGP/FW/07- 2009
80
PGP/FW/07- 2009
81
OBJECTIVES OF THE STUDY
To examine the satisfaction level of consumers by the facilities

provided in the hospitals.
To examine the Marketing Strategies adopted by private

hospitals to promote their services.
To study the awareness of consumers regarding services &

new techniques adopted in hospitals.
To
examine
the
new
areas
of
hospitals
marketing
international marketing tie-ups, health tourism etc.
PGP/FW/07- 2009
82
RESEARCH METHODOLOGY
The study is based on primary data obtained through a well
designed questionnaire the questionnaire consisted of the 9 type of
question 5 each on technical (TQ) and environment (EQ) dimensions
and 5 on functional qualities. The customers were required to mark
their responses for each statement on the Likert scale (range 1to5)
where 1 referred to Mostly Disagree and 5 meant Mostly
Agree.
The actual mean score for each hospital against all the 9 services
quality dimensions were calculated. The average score for each
service quality component (TQ, FQ, EQ) would arrived the score for
each sector (public, Private and foreign) was computed for future
analysis.
Research Methodology is systematically way to solve the research
problems. It is the systematic gathering recording and analysis of
data problem. In this way methodology includes the over all
research design the sampling procedure and the data collection
method and marketing research.
Marketing research includes the systematic gathering recording and
analysis of data recording and analysis of data problem, related to
the market. It is usually based on statistical probability theory
marketing infect it is a part of social research, which has acquired
academic status.
PGP/FW/07- 2009
83
Lets work through survey study, which forms an important

instrument in the research field. The survey consists of the question
to be asking to the retailer and other persons concerns.
It includes various types of research such as market analysis of the
sales records of the company consumer research, advertising
research chiefly as avoid to the management of advertising works.
Advertising research under taken for the study of relating to the
preparation of the measurement of advertising effectiveness.
TECHNIQUES USED IN STUDY
Research study has been carried out through field research by
adopting following techniques:
Library research:For collection of data following two methods were adopted:
Primary Data
Personal interviews.
Questionnaire
Observation method.
Secondary Data
Past records and data.
Information stored in database.
FIELD RESEARCH
PGP/FW/07- 2009
84
Personal interviews.
PGP/FW/07- 2009
85
PGP/FW/07- 2009
86
COLLECTION OF DATA ANALYSIS
1. Are you the resident of Delhi & National capital region?
Analysis:
PGP/FW/07- 2009
87
80% of the patients in the hospital belong to the Delhi city and
20%NCR areas.
PGP/FW/07- 2009
88
2. Are the doctors competences enough?
Analysis:
10% are those who need to improve themselves with respect to the
competences
PGP/FW/07- 2009
89
3. The Staff of hospital is cooperative.
Analysis:
Need to improve interaction with the patients and their attendants
and also between the staffs.
4. Comparison between Private and Govt hospital.
PGP/FW/07- 2009
90
5. Are the doctors available when required?
6. Preference of the patient
PGP/FW/07- 2009
91
Analysis:
80% patients prefer medicine treatment and only 20% patient
prefer surgery.
PGP/FW/07- 2009
92
8. Through what sources have you come to know about this

hospital ?
Analysis:
Generally other who has been gone through the treatment has
better experience of the hospital for specific diseases
Very less through advertising and the least through visual media.
9. On which basis did you select the hospital?

PGP/FW/07- 2009
93
Analysis:
Most of prefer the quality treatment provided by the hospital rather
than the price.
PGP/FW/07- 2009
94
PGP/FW/07- 2009
95
CONCLUSION
The objective is to examine the marketing strategies of the Hospital
and finding the level of customer satisfaction and the research work
regarding the areas of hospital management I have studded the
functionality of different departments and on the basis of my
experience at Spinal Injuries, I have given some suggestions that I
feel would work for better managing the departmental activities.
Apart from this I have suggested some marketing strategies that
may
increase
the
customers
awareness
and
their
level
of
satisfaction.
The suggestions are with regard to the services that hospital offers
to their customers and are on the basis of research that is carried
out to know the level of customer satisfaction.
The objective of the study is achieved with in the given time frame
and appreciated by my project guide as well as by the top
management.
PGP/FW/07- 2009
96
PGP/FW/07- 2009
97
BIBLIOGRAPHY
BOOKS REFFERED:
1. Marketing Management by Philip Kotler.
2. Marketing Management by T. S. Ramaswami & Namakumari
3. Consumer Behavior by Schiffman
4. Marketing Research by Malhorta
5. Hospital Store Management by Shakti Gupta and Sunil Kant, JP
Publication
6. Medical Record Organizing and Management by Mogli, JP
Publications.
7. Principals of Hospital Administration and Planning by
Sakharkar, JP Publications.
8. Essentials of Hospital Support Services and Physical
Infrastructure by Madhur Sharma, JP Publications.
9. Hospital Planning Design and Management by kundars
katakana, Tata Mcgraw Hills Publication.
10.
Hospital and health services Administrations by Tabish,
Oxford Publication.
Smith .v.(2000) Survey of Occupational Therapy job satisfaction in
todays Healthcare Environment .Administration & Management
special interest section quarterly,16,pp1-2.
WEBSITES:
www.google.co.in
www.ask.com
www.isiconline.org
www.icm.tn.gov.in
www.schuelk-mayr.com
www.mohfw.nic.in
www.aiims.ac.in
ANNEXURES
PGP/FW/07- 2009
98
Questionnaire
Dear respondent this questionnaire is a part of my thesis study in
my MBA course for findings of my thesis topic Study on Hospital
Marketing A case of Indian Spinal Injuries Centre. Please cooperate
with for this exercise.
Name of the Patient: ----------------------------------------------------
Q.1: How did come to know about this hospital?

A) friend
B) Referred
C) Media
D) Other
Q.2: Are you the resident of Delhi?

A) Yes
B) No
Q.3: For what treatment have you come here?
A) Spinal B) Opthalmology
C) Gastroenterology
Q.4: How are the doctors?
A) Excellent B) Best
C) Good
D) Other
D) Satisfactory
Q.5: Are the doctors available when required?

A) Yes
B) No
Q.6: Are you satisfied with the services availed
service
excellen
t
best
good
satisfactory
a) OPD Consultation
b) Assistance by the
paramedical staff
c) Pharmacy services
d) Laboratory services
e) Radiology
f) Cafeteria
h) Other services
PGP/FW/07- 2009
99
Q.7: The staffs of this hospital are:

A) Excellent B) Best C) Good
D) Satisfactory
Q.8: Do TPAS network hospitals entertain you?
A) Yes
B) No
Q.9: Do the network hospitals fill in the pre-authorization form
honestly without hiding some facts.
A) Yes
B) No
Q.10: Do you pay the hospitals as per your tariff?
A) Yes
B) No
Q.11: Any suggestions regarding the improvement of Hospital
Services?
________________________
________________________
________________________
________________________
Thanks for your kind

cooperation.
I wish you a good recovery
PGP/FW/07- 2009
100
THESIS RESPONSE SHEETS

Thesis Response sheet No.1
Thesis Topic: Study on Hospital Marketing A case of Indian Spinal Injuries
Centre
Date: 11-july-2009
Details of the student ( Name ,Batch ,Alumni Id ,Phone No and
Email Id )
Name
Batch
Alumni ID No.
Specialization
Phone No.
Email ID
:
:
:
:
:
:
SHEIKH SUNOBAR
PGP/FW/2007-09
DF79-M-0925
Marketing & Finance
9871412923
sunobar@gmail.com
Thesis synopsis ( Attach thesis synopsis [ if response sheets are

emailed] with every response sheet )
Date when the guide was consulted:
08-july-2009
Progress of the work :
(Students are required to give a gist of the literature review, data
collection, analysis and recommendations etc... however; the
questionnaire (if it is part of the methodology) has to be complete (use
a separate sheet if required).
Following points are guided:
To understanding the satisfaction level of consumers by the facilities

provided in the hospitals.
To examine the Marketing Strategies adopted by related to
government services& private hospitals.
The awareness of consumers regarding services & new techniques
adopted in hospitals.
To examine the new areas of hospitals marketing.
Comments from internal/external guide:

Signature of the external guide:
internal guide:
Signature of the
Signature of the Student:

PGP/FW/07- 2009
101

Centre
Date: 13-july-09
Email Id )
Name
:
SHEIKH SUNOBAR
Batch
:
PGP/FW/2007-09
Alumni ID No.
:
DF79-M-0925
Specialization
:
Marketing & Finance
Phone No.
:
9871412923
Email ID
:
sunobar@gmail.com
Date when the guide was consulted: 13-july-09
I am doing both primary as well as secondary research on my project. I
have collected data from internet, information from knowledgeable and
experienced people of corporate industry, doing lots of observations
and study on hospital marketing and doing market surveys as well.
As my topic is for the Hospital Marketing A case of Indian Spinal
Injuries Centre so I have to do survey/research by interviewing the
industry experts, individual knowledge about the firm and the industry.
Expert
information would be obtain by unstructured personal
interviews, without constructing any formal questionnaire, however in
case of survey with the hospital will complete with the help of formal
questionnaire and I had decided to use the simple language in the
questionnaire and also I will start my survey from most potential areas
which is full of hospital.
For the survey with share traders I have decided to take 60-100
respondents (depends upon the time).
I need atleast 1 day time to construct the final questionnaire I will
definitely mail you the proper questionnaire with the next response
sheet but some questions which I have decided for the questionnaire
with the help of my external guide are as follows :
PGP/FW/07- 2009
102
1) Are you interested in hospital marketing?

2) Which hospital marketing is best in hospital point of view?
3) How much you are satisfied with your hospital?
These all are option type questions and I will put 10-12 questions in my
questionnaire.
I will mail you the next response sheet with proper questionnaire.

guide:
Signature of the internal
PGP/FW/07- 2009
103

Centre
Date: 14-july-09
Email Id )
Name
Batch
Alumni ID No.
Specialization
Phone No.
Email ID
:
:
:
:
:
:
SHEIKH SUNOBAR
PGP/FW/2007-09
DF79-M-0925
Marketing & Finance
9871412923
sunobar@gmail.com

Date when the guide was consulted: 13-july-09
I have prepared the questionnaire for the share traders for my survey and
my survey will starts from today.
Please check the questionnaire below on the next sheet which is prepared
with the help of my guide.
I have decided to take upto 100 respondents for my survey with the help
of this questionnaire.

internal guide:
Signature of the
PGP/FW/07- 2009
104

Centre
Date: 15-july-09
Email Id )
Name
Batch
Alumni ID No.
Specialization
Phone No.
Email ID
:
:
:
:
:
:
SHEIKH SUNOBAR
PGP/FW/2007-09
DF79-M-0925
Marketing & Finance
9871412923
sunobar@gmail.com

As per your mail I am sending you the work done till date for this
project. Please find the working sheets, synopsis & previous response
sheets in the attachment of zip file.
The research/survey for the questionnaire is in the process, so please
give me 2 days time to complete the research on that. I have decided
to make survey with 50 peoples/hospital.
Please let me know that the survey with 50 peoples is enough or not.

internal guide:
Signature of the
PGP/FW/07- 2009
105

Centre
Date: 20-july-09
Email Id )
Name
:
SHEIKH SUNOBAR
Batch
:
PGP/FW/2007-09
Alumni ID No.
:
DF79-M-0925
Specialization
:
Marketing & Finance
Phone No.
:
9871412923
Email ID
:
sunobar@gmail.com
I have collected all the required secondary data from internet which
helps me in the introduction of the thesis. But for the primary
information, I have made a questionnaire which gives the general point
of view of retail growth and its competition, primary analysis helps me
in giving general view of marketing strategies towards upcoming sector
HOSPITAL.
I made a survey on 60 peoples. I had personally interacted with them.
Please see below for the collection and analysis of data.
This is my 5th response sheet, please tell me that what should I mail
you on my next response sheet because according to me all the
findings and analysis had already done.

internal guide:
Signature of the
PGP/FW/07- 2009
106
PGP/FW/07- 2009
107

Centre
Date: 28-july-09
Email Id )
Name
Batch
Alumni ID No.
Specialization
Phone No.
Email ID
:
:
:
:
:
:
SHEIKH SUNOBAR
PGP/FW/2007-09
DF79-M-0925
Marketing & Finance
9871412923
sunobar@gmail.com

My thesis is completely focused to clear the todays scenario of
hospital and to show its future growth. Spinal Injury hospital has given
hopes to many people and its coming up in all together different
position.
My personal experience at my work and my interaction with so many
people everyday is giving me directions. And now I can say that I can
talk ceramic. Its very interesting sector and I am enjoying my everyday
to be in hospital.
My thesis is almost done, I have analyzing the data as well. I just need
1day
time
to
finalize it.
guide:
PGP/FW/07- 2009
Signature of the internal
108
PGP/FW/07- 2009

Marketing Hospital IIPM

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1

ALUMNI ID No.: DF79-M-0727

professional specialized doctors, honorary specialized doctors and

organization, rather it require the mix of two.

ALUMNI ID No.: DF79-M-0727

General duties include, diagnosis of illness of state of illness,

purchasing, store-keeping, kitchen, laundry, toilet, maintenance of

ALUMNI ID No.: DF79-M-0727

That is why, Hospital boards now have a cadre of hospital

MARKETING A HOSPITAL & FACILITIES

hospitals and establishments that are

comparable to the worlds best medical facilities. Todays patients

ALUMNI ID No.: DF79-M-0727

Medical tourism is a reality and efforts have to be made to promote

departments to promote the Hospital locally, nationally and

They also liaise with various agencies to facilitate

the patients travel and medical reimbursement.

ALUMNI ID No.: DF79-M-0727

A modern hospital exists as a physicians workshop. A number of

scientifically prepared nutritious diets, aimed at specific disease

ALUMNI ID No.: DF79-M-0727

anesthesiology, intensive care unit, kidney unit, radiology unit, post

ALUMNI ID No.: DF79-M-0727

ALUMNI ID No.: DF79-M-0727

experience and talent, are seriously lowering the efficiency of their

ALUMNI ID No.: DF79-M-0727

2. Assist any training program and

Serology, Endocrinology, Nutrition, Metabolism, Infections diseases,

ALUMNI ID No.: DF79-M-0727

All these disciplines provide qualitative and quantitative analysis of

laboratory, backed by highly qualified and motivated team of

ALUMNI ID No.: DF79-M-0727

art technology, to perform not only the routine biochemical test of

recommendations. The reagents kits used for various analysis are

Immunophenotyping with wide range of immunomarker. This

ALUMNI ID No.: DF79-M-0727

The Hematology department to ensure adequate collection samples

ALUMNI ID No.: DF79-M-0727

Histopathology & Cytopathology lab

Orthopedic and Respiratory Medicine and highly specialized areas

practiced; Liaison with the Radiology dept. for imaging guidance

ALUMNI ID No.: DF79-M-0727

have assumed and important role as diagnostic and therapeutic arm

ALUMNI ID No.: DF79-M-0727

discussions and decisions for the entire hospital organization in that

ALUMNI ID No.: DF79-M-0727

drainage, boilers, laundry, air conditioning and refrigerators, electric

ALUMNI ID No.: DF79-M-0727

FIRE-FIGHTING, SECURITY AND SAFETY

ALUMNI ID No.: DF79-M-0727

soothed by the aesthetics or cleanliness of the surroundings and the

. Studies have proved beyond doubt, that

hospital acquired infections show an increase whenever laundry and

extractors, (motor driven, top loading type) drying tumblers (motor

ALUMNI ID No.: DF79-M-0727

Physiotherapy-The Magic Mantra

helps frozen shoulders, paralysis, and neurological strokes, post

It aims at reducing the

patients dependence on drugs and increasing his mobility and

The response of the people at Indian Spinal Injuries

Many patients who have been living like

vegetables have recuperated and gone back to state, which is close

ALUMNI ID No.: DF79-M-0727

Hydrotherapy is a method of using the physical aspects of water for