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INTRODUCTION TO THE INDUSTRY
IN R D C IO T OUT N
Human lives weigh in the balance every day in hospitals. For hospital patients and their families, the hospital experience is often a central point in their life –where their child was born, their beloved died, where they received life-saving treatment, rejuvenating therapy or care to overcome an episode of illness. The hospital is the setting of oft-told tales among friends and family through the generations. It is no wonder that hospitals are often used to depict human drama – and even comedy -- for popular consumption across the panorama of entertainment media.
In reality, hospitals are the setting where cutting-edge medical advances relieve suffering, and bring healing and even new life for those whom, even a few short years ago, there would be little hope. Feather weight babies, born eight weeks prematurely can now survive and even thrive. Minimally invasive surgeries allow patients to heal quickly with less risk of complication, and speed their journey home. The evolving science of organ transplantation brings a second shot at life for an increasing number of people whose lives would otherwise be foreshortened. Hospitals will have to meet the high expectations of the public and all stakeholders in an increasingly challenging environment. There are many issues with which hospitals must now contend. These include escalating health care costs that are no longer publicly – or politically – tenable, changing trends in reimbursement for services, demands for transparency of cost and quality data, and workforce shortages. At the same time, the conditions and care needs of hospitalized patients are more complex. The rise in patients with chronic illness, older age adults, and medical interventions and therapies, are already influencing hospitals today and that influence will deepen well into the future. In the Constitution of India, health is a state subject. Central govt’s intervention to assist the state government is needed in the areas of control and eradication of major communicable & non- communicable diseases, policy formulation, international health, medical & Para-medical education along with regulatory measures, drug control and prevention of food adulteration, besides activities concerning the containment of population growth including safe motherhood, child survival and immunization Program. The plan outlay for central sector health programme in the Annual Plans 1997-98 is Rs.920.20 crore including a foreign aid component of Rs.400 Crore. A major portion of outlay is for the control and eradication of diseases like malaria, , blindness being implemented under Centrally sponsored schemes. Another major component of the central sector health programme is purely Central schemes through which financial assistance is given to institutions engaged in various health related activities. These institutions are responsible for contribution in the field of control of communicable & non-communicable diseases, medical education, training, research and parent -care. In our project our focus has been the hospital sector.
1.1 The Hospital Industry
• • • • • • India’s healthcare industry is currently worth Rs 73,000 crore which is roughly 4 percent of the GDP. The industry is expected to grow at the rate of 13 percent for the next six years which amounts to an addition of Rs 9,000 crores each year. The national average of proportion of households in the middle and higher middle income group has increased from 14% in 1990 to 20 % in 1999. The population to bed ratio in India is 1 bed per 1000, in relation to the WHO norm of 1 bed per 300. In India, there exists space for 75000 to 100000 hospital beds. Private insurance will drive the healthcare revenues. Considering the rising middle and higher middle income group we get a conservative estimate of 200 million insurable lives. Over the last five years, there has been an attitudinal change amongst a section of Indians who are spending more on healthcare.
THE SERVICE MARKETING TRIANGLE:
satisfy expectations (of getting cured).
PATEIN Company: Here, the hospital is the T company that dreams up an idea of service offering (treatment), which will the customer’s (patient’s)
➢ Customer: The patient who seeks to get cured is the customer for the hospital as he is the one who avails the service and pays for it. 3
➢ Provider: Doctor, the inseparable part of the hospital is the provider, as he is the one who comes in direct contact with the patient. The reputation of the hospital is directly in the hands of the doctor. A satisfied patient is a very important source of word of mouth promotion for the organization.
CLASSIFICATION OF HOPITALS
1. On the basis of the OBJECTIVE there are three types: A. TEACHING CUM RESEARCH: - For developing medicines and promoting research to improve the quality of medical aid. B. GENERAL HOSPITAL: - For treating general ailments. C. SPECIAL HOSPITALS: - For specialized services in one or few selected areas. 2. On the basis of the OWNERSHIP there are four types: A. GOVERNMENT HOSPITAL: - Which is owned, managed and controlled by government . B. SEMI-GOVERNMENT HOSPITAL: - Which is partially shared by the government. C. VOLUNTARY AGENCY: - Also runs hospitals. D. PRIVATE CHARITABLE: - Also runs hospitals. 3. On the basis of PATH OF TREATMENT there are: A. ALLOPATH: - which is the system promoted under the English system. B. AYURVED: - Which is based on the Indian system where herbals are used for preparing medicines. C. HOMEOPATH D. OTHERS 4. On the basis of the SIZE there are: A. TEACHING HOSPITALS: – Generally have 500 beds, which can be adjusted in tune with number of students. B. DISTRICT HOSPITAL: – Generally have 200 beds, which can be raised to 300 in contingencies.
7 Ps of marketing for hospitals
The service product is an offering of commercial intent having features of both intangible and tangible, seeking to satisfy the new wants and demands of the consumer. Hospital industry is action oriented and there is a lot of interaction with the customers (patients). The service product of the hospitals normally have the following features: 1
○ Quality Level: When we talk about marketing hospitals, it is natural that we are very particular about managing our services in the right fashion. Supportive services play an important role in improving the quality of medicare. These services which include laboratory, blood-banks, catering, radiology and laundry, in a true sense determine the quality of services made available by medical and para-medical personnel. They get a strong base for treatment since the diagnostic aspect determines a direction. To get the best result from OT, it is natural that equipments are properly sterlised. In addition, the dresses and clothes are also required to be made bacteria free. The patients are required to wear disinfected linen which should be made available. The radiology department should have hi-tech facilities keeping in view the pressure of work. Of late, we find sophisticated equipments and unless hospitals make the same services ○ Accessories: This is a very good way of segmenting customers. Many hospitals provide additional services such as catering, laundry, yoga sessions, cafeterias, etc. for the customers (patients) who are willing to pay extra. Hospitals have different wards - General and Special. Certain hospitals provide services for the family members of the patients (when they are not from the same city) – accommodation and catering. ○ Packaging: It is the bundling of many services into the core service. E.g.: Apollo hospital offers a full health check-up to the patients. Similarly other hospitals also offer package deals for health check-ups. For example if a person has to undergo a bypass surgery, he can pay a lump sum amount during admission, say rupees 1 lakh for all procedures, tests, stay, etc, at once. ○ Product line: hospitals through their services offer many choices to the patients and cover a wide range of customer needs. For example: Apollo hospital has dental department, cardiology department, etc. and within the dental department it has dental surgery, root canal, etc. ○ Brand name: The hospitals, to differentiate themselves, and their services from others use a brand name. The intangibility factor of the service makes it all the more important for the hospitals to do so.
Under hospital marketing, distribution of Medicare services plays a crucial role. This focuses on the instrumentality of almost all who are found involved in making services available to the ultimate users. In case of hospitals the location of hospital plays a very important role. The kind of services a hospital is rendering is also very important for determining the location of the hospital. E.g. Tata memorial hospital specializes in cancer treatment and is located at a centre place unlike other normal hospitals, which you can find all over other places. It can be unambiguously accepted that the medical personnel need a fair blending of two important properties i.e. – they should be professionally sound and should have in-depth knowledge at psychology. A particular doctor might be famous for his case handling records but he may not be made available for all the patients because of the place factor. Now in this case the service provided, that is the doctor may be a visiting doctor for different hospitals at different locations to beat the place factors. Unlike other service industries, under hospital marketing all efforts should be for making available to the society the best possible medical aid. 1
In a country like India, which is geographically vast and where majority of the population lives in the rural areas, place factor for the hospitals play a very crucial role. A typical small village / town may be having small dispensaries but they will not have super speciality hospitals. For that they will have to be dependent on the hospitals in the urban areas.
Under hospital marketing the marketing mix variable people includes all the different people involved in the service providing process (internal customers of the hospitals) which includes doctors, nurses, supporting staff etc. The earliest and the best way of having control on the quality of people will be by approving professionally sound doctors and other staff. Hospital is a place where small activity undertaken can be a matter of life and death, so the people factor is very important. One of the major classifications of hospitals is – private and government. In the government hospital the people factor has to be specially taken care of. In Indian government hospitals except a few almost all the hospitals and their personnel hardly find the behavioral dimensions significant. It is against this background that even if the users get the quality medical aid they are found dissatisfied with the rough and indecent behavior of the doctors. Under hospital marketing a right person for the right job has to be appointed and they should be adaptable and possess versatility. The patients in the hospitals are already suffering from trauma, which has to be understood by the doctors and other staff. The people of the hospital should be constantly motivated to give the best of their effort.
Process generally forms the different tasks that are performed by the hospital. The process factor is mainly dependent on the size of the hospital and kind of service it is offering. A typical process involved in a medium sized hospital can be as follows. Apart from this flow there are other allied activities like record keeping administration at services etc which fall under the process factor. These stages do not exist separately but are interlinked. The most important elements are lines of communication within the setup. The experience of the patient depends on the final interplay of all these factors.
➢ Physical evidence
It does play an important role in health care services, as the core benefit a customer seeks is proper diagnosis and cure of the problem. For a local small time dispensary or hospital physical evidence may not be of much help. In recent days some major super speciality hospitals are using physical evidence for distinguishing itself as something unique. Physical evidence can be in the form of smart buildings, logos, mascots etc. a smart building infrastructure indicates that the hospital can take care of all the needs of the patient.
Examples 1. Lilavati hospital has got a smart building, which helps, in developing in the minds of the people, the impression that it is the safest option among the different hospitals available to the people. 2. Fortis and Apollo hospitals have a unique logo, which can be easily identified. Physical evidence also helps in beating the intangibility factor. ➢ Promotion: 1
Hospitals for promotion use either advertisement or PR or both after taking into consideration the target customers, media type, budget and the sales promotion. Since a few years the prime times in T.V. are reserved for advertising social issues like family planning, use of different types of contraceptives, care for the girl child and so on. These commercials use the common man approach for reference group appeal. In case of health care products and services use for “common man” appeal is widely prevalent. The use of celebrities is not as effective as that of a common man. An ordinary person thinks that if it works well for people like him, it will also work equally well for him. The identification with the common man is easy and quick. Besides TV, other media of promotion are to be used innovatively. Unlike the urban area, in rural areas newspapers and magazines do not have the same impact in conveying messages. In villages, hoardings and wall writings near the markets and recreation centers attract the attention of villagers. This market consists of 180 million strong middle income groups and a small income group. This group has a large discretionary income. These discerning consumers are very careful in choosing health care services. The last decade has witnessed a health, appearance and nutrition conscious population. The health care field has become very competitive. Although around one-fourth of our population stays in urban India, three fourths of the total doctors have engaged themselves in this part. Many of these doctors visit the contiguous rural areas, but they may operate from the urban area. The patients of upper middle and upper income group have a wide choice to make from a number of clinics and hospitals. Therefore, many hospitals have abandoned traditions and adopted marketing strategies to woo more and more patients to their clinics. Word-of-mouth plays a very important role in promotion of hospitals. A person in need of a health care service does not know for sure where to search for relevant information. He consults his family members, relations and friends first. The patients who come to a hospital generally have the old patients of that hospital as referrals. Word-of-mouth plays an important role during information acquisition stage of the customers as there are no objective performance measures to judge the various alternatives available to them. Therefore, satisfied past patients of a hospital can bring more number of patients to that hospital than a number of advertisements. In a competitive market place, the images of the firms will affect their competitive standing. One factor that is likely to have a significant impact on the health care scene is the growth of hospital chains such as Apollo Hospitals, Birla Health Centre’s, etc. Artificial heart transplants and other complex operations although are few in number and generate a small portion of the total revenue, they help in generating word-of-mouth which health care providers are actually interested. Many of these companies are spending a lot in corporate advertising for Image building.
1.2 MARKETING HOSPITALS
“Marketing in Hospitals is unethical” was the frequent refrain in the eighties, when very few hospitals realized that it was necessary to incorporate marketing as an integral function in the hospital operations. But the major argument at that time lay in understanding whether this professional orientation was really required for its viability, profitability and sustainability. This argument however became favorable in the late nineties as corporate companies like Wockhardt and Max India started venturing into the hospital industry, apart from the ongoing mergers and acquisitions that were already taking place at that time. Even the TPAs started building tie-ups with corporate clients and there was already an abysmal utilization of resources in the existing hospitals. In addition to the above a major factor that contributed to the acceptance of marketing in hospitals was an increase in the delivery of services. ‘Perception of patients’ was another important consideration for hospitals, as they felt that the patients would take them as profit oriented organization rather than service oriented organization. Ultimately, marketing was accepted only by a few while the others discarded the concept. Hospitals who accepted marketing also carried out their functioned by concentrating around corporate clients. Lately it has been felt that many Indian hospitals have a dilemma regarding the functions of marketing. In an era where hospitals are experiencing a major shift in their clientele, they are worried more about the patients’ perception of hospitals and therefore the concept of brand restructuring and brand engineering is vital. As hospitals spend millions of rupees in technology and infrastructure, it becomes necessary, that they attract patients and generate funds. In order, to do the same, the hospitals follow various marketing and brand building exercises. Some of them are listed below: • Many hospitals have eminent personalities from the industry in their Board of trustees. This indirectly leads to increase in, inflow of patients, working in the companies of these Trustees. Besides the presence of eminent personalities creates a sense of confidence in the minds of people. Private hospitals can attract their shareholders by offering discounts. For example, a special discount of 20 % on all preventive health checks is offered to all shareholders of Apollo Hospitals Limited. Hospitals have long-term understanding with PPO’s (Preferred Provider Organization), which further have understanding with corporate. Any case of sickness found in the employees of these corporate refer them to the PPO’s , which further sends them to the hospital for check-ups and treatment. The success rate of crucial operations and surgeries, reflect the technological and knowledge- based edge of the hospital over the competitors. Such successes are discussed in health magazines and newspapers, which becomes a natural advantage for the hospital. Some hospitals by means of their past track record have created a niche market for themselves. For example, Hindu Hospital is known for its high-quality healthcare at reasonable rates, whereas Lilavati Hospital is known for its five-star services. Hospitals hold seminars and conferences relating to specific diseases, where they invite the doctors from all round the country, for detailed discussion. This makes the hospital well known amongst the doctors, who could in future refer complicated cases to the hospital. Hospitals can also promote medical colleges. This helps them to generate extra resources in form of fees, using the same infrastructure. 1
I’S OF HOSPITAL INDUSTRY
➢ INTANGIBILITY Intangibility indicates that the service has no physical attributes and as a result, impossible for customer to taste, hears, feel or smell before they actually use it. Hospital industry is where the customers (patients) get treated for physical problems they have. The customers can’t really realize the service provided until they get well. For this they have to provide good supplementary services. The only way they can provide tangible clues to make the service provided a success. For e.g. the hospitals provide extra facilities like television, or then friendly personnel’s can make a difference.
➢ INCONSISTENCY It’s also referred to as heterogeneity or variability. The inconsistency occurs largely because of different service providers perform differently on different occasions.Interaction between customer and provider may vary from customer to customer. Standardization is hard to maintain. Every doctor is not the same and may not give the same diagnosis. Also a patient may not each diagnosis in a different way. Also since the quality of work done can be determined only after the service is performed the providers have to be well trained in case of performing the service process.
➢ INSEPARABILITY Inseparability means that the service cannot be separated from the creator-seller of the service. In fact there are many services which are created, delivered and consumed simultaneously through interaction between customer and service producers. Here too the customer, i.e. the patient has to come up to the hospital to get the treatment. The customer has to be present when the service is performed. In fact in case of hospitals the service is created and delivered simultaneously. The type of service to be provided depends on the customer. ➢ INVENTORY Services cannot be easily saved, stored or inventoried. This is all due to the perishable nature of the services. Also there’s cost also associated with the carrying of inventory. Here the costs are more subjective and are related to capacity utilization for e.g. if a 2
doctor is available but there’s no patient during that period, the fixed cost of the idle physicians salary is a high inventory carrying cost. Also due to demand fluctuations the services cannot be stored. E.g. there’s a lot of rush at the dentists clinic in December and January as that’s the time when there are lots of tourist visiting India.
Healthcare delivery is one of the largest service sector industry in India
World-class healthcare facilities are available in India
OUTLOOK • • •• POTENTIAL • • • • • • • • • Increasing health awareness: share in total private consumption expected to increase by 10% Increasing penetration of health insurance Rapid growth in private sector companies owning and managing hospitals High-growth in medical tourism Cost of comparable treatment is on average 1/8th to 1/5th of those in western countries. Opportunities exist in multiple segments along the value chain Service providers: curative and preventive in primary, secondary and tertiary care. Infrastructure: hospitals, diagnostic centres Health insurance: less than 10% of the population is covered by health insurance. The industry is expected to grow to US$79 billion by 2012 Medical tourism is expected to become a US$2.2 billion industry by 2012
2. INTRODUCTION TO THE ORGANIZATION GT GROUP OF COMPANIES
With an objective of providing employment oriented training programmes in computer Hardware & networking GT group has launched GT Computer Hardware Engineering College (P) Ltd. in 1994. Currently, with more than 70 centers all over India GT is the largest ISO 9001:2000 certified vocational training company, having academic alliances with the global IT firms & organizations. GT group is a technical conglomerate consists of various divisions like GT Radio TV Training Centre, GT Publication, GT Computer Hardware (P) Ltd. and GT Link International.
DIRECTOR DESK “Success is a journey, not a destination”
Success is basically what, when opportunity meets preparation. Apparently for consistent success one should have an eye on opportunities and then to start the preparations accordingly. Now whether it will be a success or a failure depends all on your preparations and if you have a committed team of people it will definitely be a success. Rapid changes have been taken place as far as technical advancements and engineering are concerned within two decades. We at GT are always committed to incorporate all such advancements not only for the growth of the organization but also to serve the society as a whole. When an organization expands itself in multiple facets, then the responsibilities also shoot up to an extent that you have to fulfill the expectations of all those who have generated faith on you. Through this annual magazine “Yatharth” what we reveal is the quantitative and qualitative analysis of our achievements in a year gone by. 2
Mr. Siddhartha Gupta
To qualitatively develop highly skilled, competitive and industry oriented manpower that can cater the entire technical world and acquire a highly respectable position globally.
To innovatively upgrade the training, education and development pathway along with the technical advancement through the core competency of the electronics background as per the industry demand and set quality standards.
2.1 COMPANY PROFILE
Mr.S.K.Gupta, now Chairman & MD, GT Group in 1980 started with an institute"GT Radio TV Training Centre". With an idea to provide self-employment, Mr. Gupta set this institute to train students into basic house wiring to electrical fittings to the maintenance of the then common household electrical and electronic devices like radio and television. Gradually with increased success, the institute kept reckoning its horizons and today with its widespread Electrical Division, GT trains students into complete electrical engineering now also with refrigeration, air conditioning, washing machines, pumps and industrial electric appliances like control panels etc
Today, with a distinct Electronic Division, GT trains students into basic electronics like diodes, transistors, integrated circuits and progressively trains the students into color television to analog, digital and microprocessor based circuits like emergency lights telephone systems, STD/PCO machines, EPBX systems, to the most complicated circuits like digital music system, VCD and DVD players., mobiles, colour labs, electronic weighing machines etc. In 1984, GT started with a monthly bulletin. Its tremendous response prompted GT to start its Publication Division in 1984. Today GT publications has over 450 volumes in various subjects both in English and Hindi read by more than 10,00,000 readers across the country & abroad. This division today commands a network of 850 dealers and distributors across India & neighbouring countries. Driven by continuing updation and ongoing response, GT started with Computer Hardware Division with the name of GT Computer Hardware Engineering College (P) Ltd. in 1994 under the guidance of Mr. Siddhartha 2
Gupta, an Electronics & Telecom Engineer. Today, GT Computer Hardware Engineering College offers the students the best curriculum and unparalleled methodology; it provides the students with the best placement opportunities in industry in India and abroad. Our mission and goals are to provide quality programs that are sound in concept and implemented by competent and dedicated faculty geared to serve those seeking a solid foundation.
GT Link International is the new venture of GT group started in the current year 2006 for the distribution of mobile products in India through their distribution network. Within a very short span of 3 months more than 13 distributors and 26 dealers of Rajasthan have joined the network. Expansion in MP, UP, Punjab & Haryana has been planned and within a year this network will be established all over India. This division covers the distribution of Books, documentation and diagrams for Mobiles along with Instruments for Software, Devices and Tools for repairing, Accessories, Batteries and Travel Charger. The consignment of the products has been imported from China under the said division.
GT has collaborated with redhat for its courses like RHCT (Red Hat Certified Technician) & RHCE (Red Hat Certified Engineer) the most respectable internationally recognized certification. The curriculum covers RH033 - Red Hat Linux Essentials, RH133 - Red Hat Linux System Administration & RH253 - Red Hat Linux Network & Security Administration. 2
GT Link is the collaborative effort of GT Export and Guangzhou Link Electronic Technology Co. Ltd for the distribution of technical products, technical books and documentation diagrams related to Computer Hardware, Mobile phone, Data Transmission and Software Repair in the Indian subcontinent through their distribution network. The joint effort is in the direction with a dream of cohesion of technical and domain expertise from two entirely different continents of diversified cultures and environment with a vision of bringing new technologies in the developing markets of Asian countries.
“ To Provide most-progressive and industry specific technical & professional training oriented towards current employment needs."
Standards we keep to manage our business .The Quality Management Systems established by the institution has been compliant with ISO 9001 :2000. The scope of the certification includes the courseware design, development and conduct of the short term, career and occupational (technical/professional) courses in Electrical, Electronics and Computer Hardware including repairing & servicing.
GROUP CORE VALUES
To be a preferred brand in the field of technical education by creating a benchmark process in upgrading and spreading technical knowledge.
We honour the rights and beliefs of our fellow associates, our customers and our stake holders. GT group believes in treating others with the highest degree of dignity, equality and trust.
GT group promotes and supports a diverse, yet unified team. We work together to meet our common goals through conscious efforts and teamwork.
GT group ensures accessible, value for money services that meet people's needs.
LINKS IN THE CHAIN
2009: Alliance with Prometric & Launch of Mother care Hospital. 1
2007: Alliance with PEARSON VUE for testing centers 2006: Launch of GT Link International & International Certification 2005: Windows 2003, Netware 6.X, CD writer, CCNA 2004: Laptop Maintenance 2003: Mobile Phone Repairing 2002: Scanner, Zip Drive, Unix, Linux, WAN 2001: UPS, CD Player, Inkjet Printer, Laser Printer, NT 2000: Domestic Equipment & Refrigeration 1999: Cyber Technology 1998: Networking (Novell) 1997: Telecom Engineering 1994: Launch of GT Computer Hardware Engineering College (P) Ltd. 1992: Satellite Technology 1987: Video Camera 1986: VCP/VCR 1985: Colour TV 1984: Launch of GT Publication 1983: Solid State B/W TV 1982: Hybrid B/W TV 1980: Launch of GT Radio TV Training Centre
2.2 AANCHAL MOTHER CARE AND FERTILITY HOSPITAL
The aanchal hospital was established on 31st may 2009 Jaipur. Aanchal Fertility & Mother Care Hospital is committed to delivering most modern medical expertise with utmost care and believes in maintaining positive outlook. At Aanchal people believe in enveloping the care-seekers with warmth and understanding. The Hospital is furnished with most modern equipment and the care-givers are most competent set with finest expertise in the field. Aanchal offers the best services in mother care and fertility with most-updated technology and modern infrastructure.
To become the most trusted name for reproductive healthcare and well-being.
To provide state-of-the-art Healthcare and Medical Infrastructure and attain excellence in providing best health care services to community.
Aanchal is promoted by GT Healthcare Trust and is a venture of the GT Group. GT Computer Hardware Engineering College, a flagship company of GT Group, is India's largest certified vocational training institute with over 120 centres all over the country.
INTRODUCTION OF AANCHAL HOSPITAL, JAIPUR
Aanchal is a venture of GT group of companies, that is related to maternity and fertility which provides advanced treatment to related patients. It is inaugurated on Aanchal is situated in chandpole at Jaipur .It’s main objectives is to provide best facility at minimum 3
cost to the patients. It introduced CASA (computerized analysis of sperm) technology first time in Rajasthan that is advanced technology in fertility. This hospital is fully AC. Aanchal hospital has expert team of doctors who has specialization in gynecology, pediatrics, radiology, sonography and general medicine. These doctors have experience of more than 10 years. This fertility centre has objective to find out the reasons of unproductivity with the help of IVF and CASA technology. This hospital is full of facilities for the taking care of mother and baby. The unique feature of this hospital is that it has pink color everywhere that is the symbol of new born baby. There are three wards in this hospital which are named as Semi Deluxe, Deluxe and Super Deluxe.
Semi Deluxe: - This ward has 14 comfortable beds. Deluxe: - This ward has 7 rooms and one bed and one convertible chair in each room. Super Deluxe: - This ward has 4 rooms and 2 beds in each room one for patient and
one for attendant and a small freeze.
This hospital has 4 OPD’s 2 Operation theatre and IVF(in vitro fertilization) has its separate operation theaters and there are all new machines and equipments in the operation theaters and just after the operation theater there was recovery room where patient is taken after the operation. In this hospital 10-15 LCD TV are equipped and by which knowledgeable topics things are shown to the pregnant ladies and operation procedure. Aanchal hospital is on the introduction stage and in marketing four stages are exist. On the basis of these stages strategies can be made regarding advertisement and researsh So these stages can be understood with the help of PLC (product life cycle model) which is given below.
PRODUCT LIFE CYCLE (PLC): -
Above all activities are the basic things, which are essential for the marketing so after identifying the market and customer for Aanchal hospital. Aanchal hospital is on introduction stage. Actually in marketing there is our stages for PLC (product life cycle), which are as follows: -
1. Introduction stage 2. Growth stage 3. Maturity stage 4. Declining stage So this hospital is at introduction stage so the right strategy in that stages is more advertisement and build he brand so at this stage expenses will be very high and the right strategy is to promote the brand as much as possible so that people could get to know about the AANCHAL (brand). The main motive is behind to create the image in people’s mind and can make them sure that this is the right place to start a new joy. So it 2
s very difficult to make the profit at this stage.
And if we talk about the GT GROUP than it is at growth stage it is growing and people know that GT is for computer education, which is in hardware, and networking and growing rapidly.
t is a venture of GT group of companies trust and if we talk about the GT group of company than it Is on growing stage that’s why it is expanding its business further in various segment as in hotel industry and in healthcare segment (Aanchal) so it is on the growth stage and if we talk about the Aanchal mother care and ertility hospital than with help of PLC model.
t is mentioned PLC model in which It is written that at introductory stage of any business or product than here will be BEP or loss or minor profit could occur. So It can be understood with the help of above graph hat introduction stage an organization could be on the losses or minor profit or at BEP level and after some ime when an organization starts working than it sharply earns good profits.
Main important thing is that for such time either firm earns profit or mostly at BEP level but after some time people becomes aware about the product and give the response to it and like the quality than it earns good profits in future.
Next is that an entrepreneur has a patience in that time and all he must be aware about the product and what’s happening around the business must be known about all. And he has to take care so many things, which are as follows-: 1. 2. 3. 4. Must be aware about the new venture Having all knowledge about that same industry Keen regarding take the decisions Have patience during the loss time 2
5. Take care of advisements of that product 6. Have keen eye on the competitors 7. Must be fair price of the product Aanchal mother care and fertility hospital’s CEO Mr. Siddhartha gupta is so eligible in terms of taking the decisions. He meets personally with all employees who are working in the Aanchal mother care and fertility hospital and shared his thought with the management trainees so have the all information regarding the competitors and take quick decisions.
So it is true that Aanchal mother care and fertility hospital will definitely get the success in the coming time hough the health care sector will be on boom in future.
1. RESEARCH METHODOLOGY MEANING
Research Methodology is a systematic design collection, analysis and reporting of data and findings relevant to specific marketing situation facing the company. A company can hire the services of a marketing research or conduct research in creative and affordable way such as:1
1. Engaging assistant professor or student to design and conduct studies. GT group of companies hire summer trainees from management institutions of cost effective marketing research of new product ( AANCHAL HOSPITAL). 2. Monitoring published information and actions systematically his may done by examining newspapers, websites, industry reports and by visiting competitive outlets.
3.1 TITLE OF THE STUDY
Study of consumer behavior with reference to health products.
INTRODUCTION TO THE PROJECT:
CONSUMER BEHAVIOUR: - Customer is profit, all else is overload....
“The behavior that consumer display in searching for, purchasing, using, evaluating and disposing of products and servicer that they expect will satisfy their needs….” It is the study of when, why, how, what, and where people do or do not buy products. This study is based on consumer buying behavior, with the customer playing the three distinct roles of user, player and buyer. The term consumer behavior describes two different kinds of consuming entities:The personal consumer buys goods and services for his own use, for the use of household, or as a gift for a friend. The organizational consumer includes profit and not for profit businesses, government agencies (local, state, national) and institutional all of which must buy products, equipment, and services in order to run their organizations. 1
Healthcare is relatively insulated from the current downturn because of a high proportion of elderly among the population; they are wealthier than previous generations and more health-conscious. In addition, there is an increasing trend for home-based, individual and long-term care which leads to higher demand for medical and healthcare products and services, regardless of the economic climate. To be sure, people will still get sick and require medical care regardless of the state of the economy. Yet the inclination towards back to basics has an impact on consumer behavior. To scale back expenses, consumers are looking for self-care health products, such as thermometers and blood pressure monitors. They also tend to favor over-thecounter medicines at the expense of prescription drugs, while relying more on disease prevention medicines like vitamins. Meanwhile, there emerges a budding trend towards advanced mother care products, which may provide a buffer to the health of a pregnant lady. Some factors on which consumer behavior depend: 1. Consumer Perception 2. Consumer Attitude formation 3. Consumer Influencing factors
Individual acts and react on the basis of their perceptions, not on the basis of objective reality. For each individual, reality is a totally personal phenomenon, based on that person’s needs, wants, values and personal experiences. Thus, to the marketer, consumers’ perceptions are much more important than their knowledge of objective reality. For if one thinks is so, that affects their actions, their buying habit, their leisure habits, and so forth. And because individuals make decisions and take actions based on what they perceive to be reality, it is important that marketers understand the whole notion of perception and its related concepts to more readily determine what factors influence consumer to buy. Before the introduction of IVF TECHNOLOGY consumer has no idea about the product. Because Mr. SIDDHARTH GUPTA understood the behavior of consumer, it provided the company with a way to interpret the new offering in a manner congruent with their needs, which anybody else failed to do so for the same product.
1. a) b) c) 1. a) b) c) 1. a) b) c) 1. a) b) c) Is brand name of a hospital is your first priority? Yes no Neutral Does satisfaction matters you for the health product? Yes no neutral Is private hospitals are better than government hospitals? Yes no neutral Do you prefer quality hospitals? Yes no neutral
On the basis of my survey, I have given some grading according to the perception of consumer in the area where I have studied.
1 2 3 4 5 6 7 8 9 10
YES SAMPLE SIZE: - 50
P RAJA E PARK R C E P T I O N 1-3
7 - 10
7 - 10
GOVERNME 1 - 3 NT /PRIVATE HOSPITAL QUALITY 1-3
CONSUMER ATTITUDE FORMATION
To get to the heart of what is driving consumers’ behavior; attitude research has been used to study a wide range of strategic marketing questions. For example, attitude research is frequently undertaken to determine whether consumers will accept a proposed new – product idea, to gauge why a firm’s target audience has not reacted more favorably to its new promotional theme, or to learn how target customers are likely to react to a proposed change in the firm’ s packaging design. Firm also regularly gauge reactions to their latest advertising and other marketing messages designated to form and change consumer attitudes. All these marketing activities are related to the important task of impacting consumers’ attitudes.
1. a) b) c) 1. a) b) c) 1. a) b) c) 1. a) b) c) 1. a) b) c) Do your buying decision depend upon religious factor? POSITIVE NEUTRAL NEGATIVE Are you often aware about the newly launched hospitals? POSITIVE NEUTRAL NEGATIVE Do you visit newly launched hospitals? POSITIVE NEUTRAL NEGATIVE Do you consult with your family for before visiting hospitals? POSITIVE NEUTRAL NEGATIVE Do you see the cost before your decision towards hospitals? POSITIVE NEUTRAL NEGATIVE Grading according to the consumer attitude in the respective areas.
1 2 3 4 5 6 7 8 9 10
SAMPLING SIZE : - 50 AREA NAME A T T I T U D E RA JA PA RK B A J A J N A G A R 4 – 6 1 6 G A N D H I N A G A R 1 6 M A L V I Y A N A G A R 4 – 6 M AN SA RO VA R
R E L I G I O U S F A C T O R A W A R E N E S S N E W N A
M E F A M I L Y F A C T O R C O S T 4 10 1 6 1 6 4 1 0 1 -6
CONSUMER INFLUENCING FACTORS
Marketer may have divergent goals with regard to consumer conformity. Some marketers, especially market leaders, are interested in the ability to change consumer attitudes and behavior by encouraging conformity. To be capable of such influence, they must accomplish the following:Inform or make the individual aware of a specific product or brand. Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior. Influence the individual to adopt attitudes and behavior that are consistent with the norms. Legitimize the decision to use the same products. In contrast, marketers, especially those responsible for a new brand or a brand that is not the market leader, may wish to elect a strategy that asks consumers to strike out and be different and not just follow the crowd when making a purchase decision. factors which affect the consumer behavior are:-
1. 2. 3. 4.
a. How much your reference group influence your behavior towards health products? b. How much your family influence your behavior towards health products? c. How much your opinion leader influences your behavior towards health products? d. How much your culture influences your behavior towards health products? 3
e. How much media influence your behavior towards health products? SAMPLE SIZE : 50 AREA NAME I RAJA N PARK F L E N C I N G F A C T O R R E F E R E N C E G R O U P F A M I L Y O P I N BAJAJ NAGAR GANDHI NAGAR MALVIYA NAGAR MANSAROVAR
1 0 %
2 0 %
2 0 %
2 0 %
1 0 %
2 0 %
3 0 %
3 0 %
2 0 %
3 0 %
2 0 %
1 0 %
1 0 %
1 0 %
1 0 % 1
I O N L E A D E R C U L T U R E M E D I A
1 0 %
2 0 %
2 0 %
2 0 %
3 0 %
4 0 %
2 0 %
2 0 %
3 0 %
2 0 %
OF THE PROJECT: - Short term project
3.3 OBJECTIVE OF STUDY:
To know about hospital industry and know about its working.. To find out the Services provided by the hospitals in Rajasthan. To analyze the consumer behavior towards the services offered by various hospitals. To assess brand awareness among consumer while selecting health products. To bring out empirical analysis of the consumer behavior with regard to various important phenomenon such as brand loyalty, brand satisfaction, brand switching, decision maker in the family and influence of the family member friends, relatives in decision. 1
3.4 TYPE OF RESEARCH
EXPLORATORY RESEARCH: These studies enhances the research familiarity with the problem under consideration. He main purpose of such studies is to determine the general nature of the problem and variables related to it and then to develop the working hypotheses and exploration of plausible solutions from an operational point of view. DISCRIPTIVE RESEARCH: These design are used for some definite purpose. These design try to find out a complete and accurate description of a problem situation by providing specified method for selecting the sources of information and procedure for collecting data from these sources.
OUR RESEARCH WAS DESCRIPTIVE RESEARCH SAMPLE
What is the sample?
Sample is the part of population or subset from a set of units which is provided by some process, usually by a deliberate selection with the objective of investigating the properties of the parent population or set. Samples collected of hospitals, medical hall and diagnostic centers and future prospective in that particular area.
Objectives of selecting samples:Sample size
Sample should be of proper size if the sample is either too small or too big it shall make study difficult. So sample should be of proper size from the particular area so the estimation becomes almost correct according to the sample. Small sample also not good because one can not take decision by fewer samples.
Time limitation for the collection of samples also big issue so limited areas should be chosen and take the sufficient sample by which researcher can reach on the particular conclusion. Decision maker also have limited time frame to take the decision so time important for the collecting the sample. Sample must be taken according to the time framework.
Analysis of data
From the samples gathered by researcher statistics is calculated and analyzed. This statistics is used as an estimate of the population parameters or our future prospects. So by this researcher can make better marketing strategies to approach the resulted areas so that Aanchal can take it’s over there.
Comparison with other players of industry
After analyzing the data Aanchal can compare its services, presence, marketing strategies and no. of customer addition.
SAMPLING PLAN: After deciding on the research approach and instruments, the
marketing researcher must design a sampling plan. These calls for three decisions:-
SAMPLING UNIT: Who should we survey? SAMPLE SIZE: How many people should we survey? SAMPLING PROCEDURE: How should we choose the respondents?
3.5 SAMPLE SIZE AND METHOD OF SELECTING SAMPLE
SAMPLE SIZE: 100 PEOPLE METHOD OF SELECING SAMPLE: Simple, stratified random sampling & cluster (area) sampling.
DATA TYPE: Primary data
PRIMARY DATA: Primary data are generated in an investigation according to the needs of the problem in hand. In the case of primary sources more efforts and thinking is required for designing data collection procedure.
PRIMARY DATA COLLECTION METHOD
NON – REACTIVE
QUESTIONNAIRE: - A questionnaire consists of a set of question presented to respondent. Because of its flexibility it is by far the most common instrument used to collect primary data. INTERVIEW: - Interviewing is the most versatile method. The interviewer can ask more question and record additional observation about the respondent such as dress and body line.
3.6 SCOPE OF STUDY
A manager through research, can quickly get the knowledge of the current scenario pertaining to a given problem, which improves his information base for making sound decisions that may affect the future of the organisation’s various operations. The following are the major areas in which research plays a role in taking effective decisions.
Financial Management:- This is one of the most pivotal functional areas of management as efficient utilization of a business enterprise directly relates to the effectiveness of the enterprise. Financial management is now concerned with:
➢ Determining financial needs ➢ Raising funds at minimum cost ➢ Making optimum allocation of funds ➢ Developing control tools for financial performance ➢ preparing financial data for decision- making
Production Management:- production means the conversion of input in the form of raw materials, with the aim of machines, to output in the form of goods of services by the use of manpower. Frederic. W.Taylor advocated the use of scientific methods for determining methods of production in the early part of the present century. Currently, the production has undergone tremendous change with the advent of new techniques and new methods. Banking System:- Banking institutions have found it useful to setup research departments for the purpose of gathering and analysing information for their internal operations for making independent studies on economic conditions of business. Reserve bank of india has set up an excellent research department for planning and management. Currently the banks offering master cards are using research methods on a large scale to increase their business. Government:- the government’s economic policy has a foundation of research. Research is used for economic planning, optimum utilisation of resources for the development of the nation. Research is applied in evolving the union budget and railway budget too. The indian government has set up a wide network of research institutes in different fields to assess what is happening in each field and how that will enrich the country’s progress. Human Resource Management:- earlier human resource management was taken care of by personnel department with the realization that man play a role may be indirectly, in the companies profit, the scope the personnel department was widened to HRD. 2
5) Marketing Management 6) Social Science
3.7 LIMITATION OF STUDY
1) Lack of resources 2) Conceptualization Problem 3) Lack of Training 4) Lack of Interaction 5) Lack of Confidence 6) Absence Code of conduct 7) Problem of co-ordination 8) Repetition 9) Inefficient information system
4. FACT & FINDINGS
People rated location as an important factor. 89 percentage of the population surveyed were in favor of this. people said that ambience is an important factor in selecting a hospital. Timings is again in considered as an important factor as people believe that in a case of pregnancy everything is uncertain.. Same is the case with the technologies used. People want hospital should have latest technologies. Information was rated as an important factor as people believe that they should have the right information about the doctors and services that the hospital offers. Service is the highest rated factor. 99 percentage of the people say that the kind of service the hospital offers influences their decision to select a hospital to a great extent.
5. ANALYSIS AND INTERPRETATION
1. Hospitals preferred for gynecologist by ladies in Jaipur?
REASONS a. provide all the latest technologies. b. They have experienced doctors. c. they have visiting hour doctors 2
2. Do you know about IVF technology? Reasons a. lack of awareness b. very less hospitals has this facility.
3. DO You have your own diagnostic lab? Reasons a. its easy for patients to get the test done easily. b. time saving
4. Which hospital do you refer in serious case? Reasons.. a. they have all the technologies. b. they have latest technology. c. they have ambulance facility.
5. How many gynae test are done in your diagnostic lab?
Reasons a. b. c. d. Population size is small. Has a brand name. Less time consuming. Have all the latest equipments.
The SWOT of Aanchal maternity & fertility hospital is following;STRENGTH : - Casa technology, Financially sound, Rebound personalities, Experienced doctors, Latest technology, Diagnostic center, other facilities, Uniqueness, Location WEEKNESS : Space problem Lack of experience staff Expensive Recently launched Parking facilities is not good, OPPORTUNITIES : - Location near by Zanana hospital Visibility, Promotional activities. THREATS : Lack of Awareness in public All the people cannot afford it Players have similar strategy In –house facility
Management is the youngest of sciences and oldest of arts and consumer Behavior in management is a very young discipline. Service with a smile: in today’s health sector, a customer will settle for nothing less. He realizes, somewhat belatedly, that he is a king. He demands from banks not just worldclass products and services, but a red carpet as well.
1. People are not aware about IVF AND CASA technology. 4
There is need of proper promotion of Aanchal hospital to make it a brand name. Future Potential of health care Services is very high in Jaipur. There is a much need to create awareness about health services and products. People hesitate in talking about fertility and they blame the women and think they are only responsible for everything. 6. IVF technology was appreciated by most of the Respondents. 7. The customer’s attitude towards the health product and its advertising 2. 3. 4. 5.
8. RECOMMENDATION & SUGGESTION
As we have seen that the results could have been much and the reasons why our results were not excellent due to the following reasons-: 1. Timing problem of advertisement: - advertisement timing was not the appropriate in my view because on the same day we are advertising by the newspaper and by pamphlets so suddenly it is not possible for every one to come in hospital. Because most of people’s planning already have been decided before couple of days, and at the same moment they can not change so they could not come if we give the advertisement before couple of days than we can make first priority of confused but desired prospective. 2. Mental impression or image: - simple thing that if a person see one thing one time of that same day (event day) and other thing which he see twice thrice and four and five times before the event occurring than it leaves the impression on ones mind because a person always see the advertisement of there nearest nursing home so it is very difficult to wash that image from the mind of that prospective. So by watching the advertisement again and again we can change there’s mentality. So finally I would like to conclude that despite of giving advertisement and pamphlets on the same day and together. It must have been given on alternative days so that we can change their mentality.
3. Must be focused on other way of advertisement such as:- Sandwich advertisement, quiz contest regarding mother care, fertility and child care in small colonies in evening time only for ladies, pamphlets with special benefit on the medical shops. 4. Aanchal magazine: - I think that there should be the Aanchal magazine in which we must mention all facilities and doctors experience and theirs achievements and why the patient should come at Aanchal mother care and fertility center and all new technologies are described in the magazine it should be of 10 pages.
Name……………………………………………………………………………………………… Area………………………………………………………………………………………………. Established……………………………………………………………………………………… Owner/trusty………………………………………………………………………………… CMO……………………………………………………………………………………………… Nursing sup……………………………………………………………………………………. Front desk in charge………………………………………………………………………….. Conducted by………………………………………………………………………………….. Date………………………………………………………………………………………………. Q-1.How many doctors are in your hospital? Q-2.How many gynae and pediatrics doctors are here? Q-3.How many visiting doctors are here? Q-4.What is the average inflow of patients in a day? a) For gynecology b) pediatrics Q-5.What is the number of total staff members? Q-6.Do you have your own diagnostic labs? 3
QUESTIONNAIRE FOR HOSPITALS
Q-7.What advertising media do you use? Q-8.Wow many ambulances does your hospital have and does it meet the requirements? Q-9.Which hospital do you refer in serious case? Q-10.What kind room facility do you provide? a) A.C b) Non A.C Q-11.What is your fee structure?
Benefits:➢ We got the contact no of the doctors that can be used by our management to recruit the best and experienced hospitals. ➢ Helpful in getting the inside information of the other hospitals so that we can develop core services that no body has. ➢ Comparison with other hospitals in regard of consultation fees, front office staff location and technology that is beneficial for any organization to make itself than others. ➢ Identification of potential customer in particular area for gynecology and pediatrics. ➢ Number of hospital in the city and the strong competitors that are to be taken seriously. ➢ Facilities used by the other hospitals. ➢ Weakness of the other hospital that can help us to make our hospital best.
Questionnaire for the diagnostic centres
Name……………………………………………………………………………………………… Area……………………………………………………………………………………………… 3
Established…………………………………………………………………………………… Owner………………………………….………………………………………………………… CMO…………………………………….………………………………………………………… Front desk incharge…………………………………………………………………………… Conducted by……………………………………………………………………………………. Date……………………………………………………………………………………………… Q-1. How many diagnostic tests are being done at your centre? Q-2.How many patients are related to:A) Gynecology B) Pediatrics Q-3.How many visiting and fulltime doctors come at your center? Q-4.Do you have collaboration with any hospital? Q-5. What promotional activities do you use? Q-6.How many staff members do you have? Q-7.Which doctor do prefer if asked for the problem of pediatrics and gyne? Benefits:➢ Source of direct marketing that will open the way future customers. ➢ Interaction made it easy to negotiate with the diagnostic centre ower. ➢ Diagnostic centre could be used for the promotion of the Aanchal.
Questionnaire for medical halls
Name……………………………………………………………………………………………… Area……………………………………………………………………………………………… Established……………………………………………………………………………………… Owner/trusty…………………………………………………………………………………… CMO……………………………………………………………………………………………… Conducted by…………………………………………………………………………………. Date………………………………………………………………………………………………
Q-1.Which pharmaceutical do prefer? Q-2.What kind of major patients come to you? Q-3.Do you have collaboration with any hospital or diagnostic centers? Q-4.How much experience do you have in medical line? Q-5.Would you recommend any hospital to patient?
Benefits Collaboration can be done for diverting the customers to the Aanchal. Helpful in future prospects Indirectly helps in promoting of our brand.
WWW.WIKIPEDIA.COM WWW.GOOGLE.COM WWW.SCRIBD.COM RESEARCH ME THODOLOGY –C.R. KOTHARI MARKETING MANAGEMANT – KOTLER , KELLER HEALTH MAGZINES PERIDOCALS
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