Internship Project Report

On
Mobile-Health Applications for the Efficient
Delivery of Health Care Facility to People: - A
survey on Woodland RPG

at

Submitted by
Bishal Roy
MBA (MAJOR- MARKETING, MINOR- FINANCE)
UNIVERSITY ROLL: 96/MBA/180016
CLASS ROLL: 16
REGISTRATION: 120-1113-0025-18
DEPARTMENT: MBA (Semester – IV)
UNIVERSITY OF CALCUTTA
CONTACT: 8961187463

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 Declaration

I hereby declare that the project report entitled “INTERNSHIP REPORT ON

THE EFFECT OF MOBILE HEALTH SERVICE QUALITY ON USER
SATISFACTION AND CONTINUAL USAGE” submitted in the partial
fulfillment of the requirement for the Degree of Masters of Business
Administration from CALCUTTA UNIVERSITY, DEPARTMENT OF
BUSINESS MANAGEMNT, at Kolkata is my original work and the project has
not formed the basis for the award of any degree, diploma, fellowship or similar
other titles. It has not been submitted to any other University or Institution for
the award of any degree or diploma.

Name- Bishal Roy

Place- Kolkata
Roll no. - 95/MBA/180016
Date- 04/03/2020

X
Bishal Roy

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 Acknowledgement

I express my sincere thanks to my project guide Mr. Joydeep Das (General

Manager, Business analytics and Innovation, Woodlands Multispecialty
Hospital Limited) for guiding me from the inception till the successful
completion of the project. I sincerely acknowledge them for extending their
valuable guidance and support, critical review of the project and the report and
above all the moral support they had provided to me with all stages of this
project.

My thanks are due to all who have directly or indirectly helped me in preparing
this project report. However, I accept the sole responsibility for any possible
error of omission and would be extremely grateful to the readers of this project
report if they bring such mistakes to my notice.
Thank You

X
Mr. Joydeep Das
General Manager, Business Analytics And In...

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 Preface

India is a developing nation with second largest populated country in the world.
Two thirds of India’s population is living in rural areas. Demographic and
environmental alteration in India is expanding, the already existing high burden
of communicable, non-communicable and emerging infectious diseases. In
recent years India has made progress in improving overall health care sector.
Barriers like large geographical area, high population density, lack of transport
facilities, inadequate nutrition, illiteracy and poverty directly impacts in
achieving good quality healthcare. Healthcare delivery requires an urgent need
in health care delivering with enabling referral systems with information
communication technology applications.
Over the past decades, mHealth has seen a significant progress and is mainly
due to the growing usage of mobile phones. Presently, the number of mobile
subscribers worldwide is expected to have extended over 7 billion, of which 1
billion are smartphones with mobile broadband connections. Almost all
developed and some developing countries have mobile penetration greater than
100%. The expectations are high for mHealth for both developed and
developing regions in the world. According to the Economist Intelligence Unit
(2012), mHealth can escalate access to care in emerging markets and transform
the developed world’s costly healthcare burden into less expensive, prevention-
based and patient-focused systems. Healthcare system in India is ripe for
innovation. The capability of the healthcare system to deliver care is unlikely to
meet both the demands of the growing urban middle and upper classes, or the
needs of the urban and rural poor. About 75% of healthcare costs paid out-
ofpocket create a consumer-driven market capable of fast change. Using
technology to enable greater access to care at a lower price point is critical.

In this project I have studied to analyze the Mobile-Health applications for the
efficient delivery of health care facility to people and also their pros-cons and
consumer’s perception towards mHealth apps of Woodlands Multi-Specialty
Hospital Limited. I attempted to provide some information about their
mHealth(MyWoodlands) app.
I would be delighted to receive reader’s comment which might prove to be
valuable for my further studies and also which will help me to gain further
knowledge.

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 Table of contents

Chapter Particulars Page

No. No.
1. Introduction
2. Objective
3. mHealth is Changing the Face of Indian
Healthcare Sector

4. Company Profile
Company History
Vision Mission
Achievements accolades, Ratings
Other details
Service/product profile
SWOT Analysis
Marketing Mix
5. Features and Marketing of MyWoodlands app

6. Literature Review

7. Research Methodology

8. Data analysis and interpretation

9. Findings and Suggestions

10. Recommendation and Limitations

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11. Conclusion

12. Bibliography

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 CHAPTER-1

Introduction
Woodlands Hospital is as old as India herself. Ever since its inception,
Woodlands Hospital have nursed a dream of becoming one of the leading
healthcare provider of free India by providing global standards with advanced
technology.
In 1947, we began as a tertiary care unit. And today, we've grown much larger
to become a Multispecialty hospital. Over the years, our global quality of
treatment has enabled us to become the hospital of trust for patients not only of
Kolkata and eastern India, but also of neighbouring countries.
In its 70+ year long journey, it have touched millions of lives and with that, also
the dream it nursed. Woodlands is part of the large and diversified business
conglomerate RP-SG group.
Statutory Compliance:

 Woodlands is authorized by the West Bengal Pollution Board for

management and handling of Bio-Medical waste.

 Dedicated Housekeeping team and Infection Control department is jointly

responsible to oversee the segregation and scientific disposal of Bio-Medical
waste as per Biomedical Waste handling rule 2016 in appropriate colour coded
bags /containers from all patient care areas of the hospital.

 Bio-Medical Waste is not be mixed with any other waste. The collected
waste is temporarily stored in a designated Bio-Medical Waste room.

 Green tech Environment Management Pvt. Ltd is responsible for

transportation of Bio-Medical Waste from the Hospital to their site of treatment
in a covered van and the Bio-Medical waste is done as per regulation.

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 CHAPTER-2

Objective
The aim of this paper is to provide a comprehensive review of existing research
that supports the evidence of using mHealth applications in healthcare
industries. I am

Origin of the report

The internship report is prepared for making a study on “ ”. It is required to perform
internship project for completing MBA program at University of Calcutta

Objective of the Study

The main objectives for undertaking this project are:-

 To analyse consumers perception about myWoodlands app

 To let the users know about MyWoodlands app

 To check out technology trends within the healthcare mobile app industry (IoT, AI,
Blockchain, etc.)

 To understand the future of the mHealth app market

 To determine ways to improve MyWoodlands app

 To check out design, healthcare app development, and monetization tips for
MyWoodlands app

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 CHAPTER-3

mHealth is Changing the Face of Indian Healthcare

Sector
The Indian healthcare sector is growing at a fast pace because of increasing
investments from government and private players. With nearly 70 percent of
country's population living in rural areas, lack of critical medical facilities
such as hospitals and clinics are in total disarray. With the rise of mobile
technologies, the health apps are growing rapidly in the Indian market. As a
result, mHealth (mobile delivery of healthcare) is gaining ground in India.

A recent joint report by PwC and the Confederation of Indian Industries (CII)
states that mHealth is expected to be crucial in making healthcare accessible
in India. Also, it has the potential to save the country $0.8-1 billion annually.
It is time for the healthcare ecosystem to explore various mHealth apps,
device integration, and sensor technology seriously and start benefitting from
it.

Entrepreneur India spoke to few start-ups in India to know how mHealth can
change India's healthcare space. mHealth is a huge opportunity for the
healthcare market as well as people in India.

Increasing usage of smartphones and internet among the general population

has surely helped to cross one barrier that is delivering best health care to all.

From maintaining a report to getting an expert opinion is always a tough task

because it not only involves medical expenses but travelling and
accommodation expenses also come along with it. mHealth has various
benefits like access to expert and specialized health care for everyone,
improvising how doctors see the medical history of a patient, transfer of data
to right channel and reducing stress, time and expenses of patients

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 CHAPTER-4
Company Profile

“Woodlands Multispecialty Hospital Limited” have nursed a dream of

becoming one of the leading healthcare provider of free India by providing
global standards with advanced technology.
In 1947, it began as a tertiary care unit. And today, the hospital have grown
much larger to become a multispecialty hospital. Over the years, the hospital’s
quality of treatment has enabled it to become the hospital of trust for patients
not only of Kolkata and eastern India, but also of neighbouring countries.
In our more than 70 year long journey, Woodlands Multispecialty Hospital have
touched millions of lives and with that, also the dream we nursed. Woodlands is
a part of the large and diversified business conglomerate RP-SG group.

HISTORY & ORIGIN:

 Sometime in the early forties, British Companies realised the need of good
healthcare services for their families.

 Accordingly they opened a company called “East India Clinic Ltd” on 23rd
October 1946 East India Clinic started 2 nursing homes in Elgin Road in 1947
and started his journey.

 The construction of Woodlands Nursing Home started in 1958 and was

inaugurated on 8th January 1961 by the then Chief Minister and eminent Dr
Bidhan Chandra Roy whose birthday is celebrated as Doctor’s Day.

 East India Clinic Ltd was shifted to Woodlands Nursing Home. The name
Woodlands was derived from the name of the Palace.

 The setup of Elgin Road as well as the pharmacy in Russel Street were closed
immediately after the opening of the Woodlands Nursing Home.

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 The name of East India Clinic Limited got changed to Woodlands Hospital and
Medical Research Centre Limited in the year 1994 and thereafter to Woodlands
Medical Centre Limited in the year 2004.

 In 2009 Woodlands Medical Centre Limited became the Woodlands

Multispecialty Hospital Limited.

 MISSION & VISION

 VISION: To position Woodlands as the most trusted and admired

healthcare provider of choice in Eastern India.

 MISSION: To be a patient centric organization offering our patients an

experience which exceeds their expectations and achieve excellence in service
through care, knowledge and innovation.

 QUALITY POLICY:
Woodlands Hospital, Kolkata, is established with the purpose of providing
international standards of healthcare. We are further committed to achieve
patient centric care, clinical excellence and safety of patients, their relatives and
staff with the aid of trained medical, non-medical and paramedical
professionals.

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AWARDS, ACCOLADES, CERTIFICATION

 WOODLANDS HOSPITAL IS NOW NABH ACCREDITED

"A public recognition of the achievement of accreditation standards by a
healthcare organisation, demonstrated through an independent external peer
assessment of that organisation's level of performance in relation to the standards".

CERTIFICATION NUMBER - PEH -2019-0715

HIGHLIGHTS OF ACHIEVEMENT OF NABH
ACCREDITATION –
 Empathetic Patient care and scientific treatment outcome.
 High quality of care and patient safety

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  Patients get services by credential Medical& Support staff.
 Rights of patients are respected and protected
 Patient satisfaction is regularly evaluated
 Accreditation provides an objective system of empanelment by
insurance and other third parties. Accreditation provides access to
reliable and certified information on facilities, infrastructure and
level of care.

 THE ONLY HOSPITAL IN EASTERN INDIA

WITH ‘PHARMACIE-DE-QUALITIE’
CERTIFICATION -

Pharmacie De Qualite is a global recognition in accordance to

World Health Organization’s definition of Good Pharmacy Practices
& excellence in pharmacy operation.

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  Woodlands Hospital received this certification for meeting
the following standards-
 High patient care standards
 Benchmarking global standards
 Effective competency building
 Consistently positive treatment outcomes.

 Services offered
 The Hospital has a well equipped Diagnostic center. It consists of 12
lead ECG, Colour Doppler, 128 slice dual source dual energy CT Scan
and 3 Tesla MRI facility. It offers Cardiac Stress Tests, Holter
Monitoring Pulmonary Function Tests, Echocardiogram,
Mammography, CT/USG Guided FNAC, Special Imaging and
EEG/EMG.

 Various surgeries such as Cardio-thoracic & Vascular surgeries,

Orthopaedic replacement & implant, Laparoscopic Abdominal
procedures, Obstetric & Gynaecological, Major oncosurgical
intervention Eye & ENT, Oral & Maxillofacial; Kidney transplants,
Complete Urology including Laser and major endoscopic surgeries are
performed at the hospital by skilled surgeons.

 Woodlands Hospital Kolkata consists of several Laboratories such as

Clinical Pathology, Microbiology, Haematology,
Immunohistochemistry Histopathology and Hormonal Studies.

 It has Lifestyle / Diabetics / Hypertension / IHD Clinic, Well Women

Clinic, Eye Clinic, ENT Clinic, Dental Clinic, Bone & Joint Clinic,
Baby Clinic and Stone Clinic.

 The hospital offers Cardiac health Check Up, Executive Health Check
Up; Health Screening Schemes I, II & III; Customized Corporate
Diagnostics; Renal, Hepatic, Cardiovascular and Urological &
Gastrointestinal Test Packages.

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  There are Intensive Therapy Unit, Intensive Cardiac care Unit, Critical
care Unit, Neo-natal Intensive Therapy Unit and Special Care Units.
Procedures like Laparoscopies, Lithotripsy, URS / Uroslometry,
Cystoscopy & Allied Procedures, Cardiotocography; Burn, Trauma &
other cosmetic treatment and Smile Correction are carried out.
 The Hospital provides 24-hour service.
 It consists of a Blood Bank. It offers Dialysis, Imaging and Emergency
Intervention services.
 The Hospital provides outpatient as well as in-patient care. It treats
and cures a wide range of maladies and complicated.

SWOT Analysis

STRENGTHS
 Highly qualified and
experienced doctors
 Patient care  
 Focus on continuous
improvement
 Quality Accreditations
 Corporate Tie-ups.
 More than 786 reputed doctors
associated with the organisation
OPPORTUNITIES
 Growing health concerns
 Underdeveloped healthcare
availability
 Medical Tourism
 New approaches of treating
diseases with the help of organic
therapies
WEAKNESSES
 Limited presence
 High costs
Security measures are not that
strong.
 Lack of research & development
facilities.
THREATS
 Presence of cut-throat competition
in healthcare sector
 Prohibitive healthcare costs
 Unknown potential epidemics.
 Salary competition between
hospitals.

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Strengths:
 Highly qualified and experienced doctors – the doctors and
facilities are what make a hospital good. This is something that is
readily available in Woodlands Hospital. Every single appointed
doctor is highly qualified with impeccable experience which
ensures that you are in good hands and not just callous ones. This
is what segregates this hospital from the sea of other hospitals.

 Patient care: Woodlands understands the importance of patient

care and right from the design of its facilities such as emergency,
trauma care and even entry and exit to, doctors and support staff
and specialized and advanced services the need of the patient is
considered and given maximum attention. Patients are made
comfortable at every instant and all staff is asked to display high
levels of sensitivity.
 Focus on continuous improvement: Woodlands Hospitals looks
at services across various specialty areas in medicine and the
healthcare provider focuses on continuous improvement in all
aspects of its services giving paramount importance to research
and development.

 Quality Accreditations: The hospital ensures that all its systems

and facilities are in tune with industry benchmarks and state of the
art. In order to ensure this, the hospital has taken certification from
NABH. This ensures standardization in the delivery of services by
qualified professionals.

 Corporate Tie-ups: Business houses and corporates are concerned

today about the health and well being of their employees. This
makes them enter into tie-ups with hospitals for regular health
check-ups for employees. Woodlands itself have tie ups with major

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 corporate like IBM, NHPC,IOCL etc which is one of the strengths
to capitalize on.

Weaknesses:
 Limited presence – At present only providing services in
Kolkata with one and only branch.
 High Costs -Even with the world-class services that they
provide, they charge a hefty amount of money which is not
always affordable by the common people. This is why this
hospital is not always the first option for the ordinary
people, even with the kind of services that they provides.

Opportunities:
 Growing health concerns: With more and more
information available over the Internet, people are highly
conscious of their health today. They are also aware that
after 40 they need to keep track of the signals that their
body gives them. This is making people approach
specialists even for small ailments providing a plethora
of opportunities for hospitals.
 Underdeveloped healthcare availability – India is that
third world country that is evolving in terms of hospitals
and healthcare. This is definitely one of the main reasons
which account for positive opportunities for the Apollo
Hospitals. The lesser amount of developed healthcare
service providers around the country pose as one of the
best opportunities for this hospital.
 Medical Tourism: India is popular globally not just for
the quality of its healthcare but also for the quality of the
professionals who provide them. The nurses of India are
wanted globally for the prowess. The healthcare facilities

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 in India are also relatively cheaper. All this makes India
a prime target for medical tourism.

Threats:
 Competition –With the advancing technology and newer
medical interventions, several hospitals are evolving with
their services as well. This is one of the primary threats
that Woodlands Hospital might encounter in the coming
future. Newer technologies are being added and most of
the high-end hospitals are incorporating the same into
their services to be able to successfully serve people with
their added and advanced services. This is one of those
threats that this establishment might face along the way.

Services
Services are the non-physical, intangible parts of our economy, as opposed to
goods, which we can touch or handle.
Services, such as banking, education, medical treatment, and transportation
make up the majority of the economies of the rich nations. They also represent
most of the emerging nations’ economies.
Services are different from tangible goods.
They are:
 Intangible (have no fixed existence)
 Inseparable (Cannot be separated from its provider)
 Not stored (Cannot be stored in a warehouse or anytime before the actual
performance)
 Perishable (Perishes as soon as the work is done)
 Heterogeneous (result in different experience to different users)

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The Services Marketing Mix
Extending the 4Ps
The services marketing mix is an extension of the 4Ps framework. The essential
elements of product, promotion, price and place remain but three additional
elements – people, physical evidence and process are included to the 7Ps mix.
The need for the extension is due to the high degree of direct contact between
service providers and its customers, the highly visible nature of the service
process, and the simultaneity of the production and consumption.
Although it is possible to discuss people, physical evidence and process within
the 4P framework (for example, people can be considered part of the product
offering), this extension allows for a more thorough analysis of the marketing
elements necessary for successful services marketing.
Product
In the case of services, the “product” is intangible, heterogeneous and
perishable. Moreover, its production and consumption are inseparable. Hence,
there is scope for customizing the offering as per customer requirements, and
the actual customer encounter therefore assumes particular significance.
However, too much customization would compromise the standard delivery of
the service and adversely affect its quality. Therefore, particular care has to be
taken in designing the service offering.
Pricing
Pricing of services is tougher than pricing of goods. While the latter can be
priced easily by taking into account the raw material costs, in the case of
services there are attendant costs– such as labour and overhead costs–that also
need to be factored in. A restaurant not only has to charge for the cost of the
food served but also has to calculate a price for the ambiance provided.
Place
Since service delivery is concurrent with its production and cannot be stored or
transported, the location of the service product assumes importance. Service

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providers have to give special thought as to where the service is provided. A
fine dining restaurant is better located in a busy, upscale market as opposed to
the outskirts of a city. A holiday resort is better situated in the countryside away
from the rush and noise of a city. Promotion Since a service offering can be
easily replicated, promotion becomes crucial in differentiating a service offering
in the mind of the consumer. Service providers offering identical services such
as airlines or banks and insurance companies invest heavily in advertising their
services. This is crucial in attracting customers in a segment where the services
providers have nearly identical offerings.
People
People are a defining factor in a service delivery process, since a service is
inseparable from the person providing it. A restaurant is known as much for its
food as for the service provided by its staff. The same is true of banks and
department stores. Consequently, customer service training for staff has become
a top priority for many organizations today. Process The process of service
delivery is crucial since it ensures that the same standard of service is repeatedly
delivered to the customers. Most companies have a service blue print which
provides the details of the service delivery process, often going down to even
defining the service script and the greeting phrases to be used by the service
staff. Physical Evidence Since services are intangible in nature, most service
providers strive to incorporate certain tangible elements into their offering to
enhance customer experience. Many hair salons have well designed waiting
areas, often with magazines and plush sofas for patrons to read and relax while
they await their turn. Similarly, restaurants invest heavily in their interior design
and decorations to offer a tangible and unique experience to their guests.

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 CHAPTER-5
Features and Marketing of MyWoodlands app
Features of the app:

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This is the Homepage of MyWoodlands app where users can Book doctors’
appointments, Book for test, Book health check-ups, Book an ambulance and
also can track their health and see their results through the app.
Users can select the date, time and doctor and can book directly from the app.
There is no need to call or go there and make an appointment.

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Users can book health check-ups and can compare it with other health check-up
packages to determine which are good for them.
Users can track their health status through this app.

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For medical emergency, user can directly call for an ambulance from the app.
This is a great feature where user don’t have to waste their time on finding
numbers, here they can directly book ambulance form the app.

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App Marketing
Mobile apps are now an integral part of digital strategy, with well over 1 million apps in both
the Apple App Store and Google Play Store. Today, there is big competition in the mobile
app market and it became more challenging for the businesses to get their apps on the top. So
that mobile app marketing is very much important after the launch of an app.
App Marketing is a set of techniques with which your app can became visible to the users and
it will rank on the top in app store. It is the best way to interact with the users from the time
when they hear about your app to when they became your loyal customers. App marketing is
a great approach for the promotion of app using multi channels.

Promotion of MyWoodland app in Woodland Hospital

Some indoor events occur throughout the course of a particular campaign. These events are
targeted to promote the ongoing campaigns. Along with these events, there are different other
modes of promotion which are discussed below:
 As MyWoodland app is newly launched so the app is promoted extensively inside the
hospital in different ways. One of the most important methods is through showing the
visual design and basic features of the app on the LED televisions present in the
reception, lifts, floors, rooms etc.
 Brochures regarding the MyWoodland app are put on the display racks in the
reception, OPD, health & check-up unit etc.
 Indoor promotions are also done by floor wise installation of danglers inside the
hospital premises.
 Standies and posters are installed at the auditorium premises where seminars and
CMEs take place.

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These are some brochures for promoting MyWoodland app in Woodland
Hospital

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These are some advertisement on MyWoodlands app in the Hospital premises. Most recently
Woodlands hospital launched its own official app to make it more convenient for people to
connect and contact with Woodlands. The app was promoted extensively on social media
platforms and app stores all over.
 The brochure contains Woodlands logo on the top cover and inside it contains the
features of the app.
 The branding department designed an entire brochure to promote the app and make
people aware of its launch.
 The colour and design of the app was done in a manner so that people get attracted
towards it.
 With the help of the brochure, people will be able to book appointments, book tests,
book health check-up, book ambulance, doctors and reports.
 Branding of the app was done on all the hospital lifts inside and out to generate
visibility.
 A quick step instruction was also given at the back of the app to make it easier for
people to find it out and download.
 The brand promotion through social media helped to attract people who use social
media regularly to stay connected with friends.
 Whenever any event happens or any change in the app has to be done, the design and
layout of the app is done by the branding department.

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 CHAPTER-6

Lierature Review
The literature on mobile technology’s effectiveness and desirability among learners is mixed.
While modern learners may be comfortable with technology, Ellaway et al3 found a disparity
in the value of mobile apps in clinical decision support (CDS, high) versus its value in
learning (lower, heterogenous). Previous work deploying a mobile app containing an
anesthesia calculator (CDS) and lectures (didactics) to residents and anesthesiologist assistant
students demonstrated substantially greater use of the CDS piece.4 Learners demonstrated a
preference for traditional educational modalities (lectures, intraoperative didactics) over
mobile apps for didactics (unpublished communication). We should modulate our excitement
for mobile technology as a driver of the “andragogical approach”; learners seem to want
educator engagement as much as educators want learner engagement. The role of mobile
technology in education is likely to be as nuanced as our learners themselves.
The future of mHealth will be driven less by the computational power of the devices and
more by advances in electronic medical record integration and cross-platform development of
just-in-time CDS tools. Detailed analytics will provide feedback in the app development
lifecycle. We applaud the authors for their summary of this rapidly changing landscape.

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 CHAPTER-7
Research Methodology

Methodology of the Study

The report is prepared based on using primary data and secondary data resources.
The primary data was collected by interviewing customers/patients and by analysing
questionnaire while working as an intern in the Marketing Department at “Woodlands
Multispecialty Hospital Limited”. The duration of the internship lasted for 8 weeks dating
from 06-01-2020 to 04-02-2020.
Secondary data was collected from organization’s website, leaflets, mobile app and relevant
books and articles.

Limitation of the study

The major limitations that were faced while preparing the report:-
 Employees are not allowed to provide sensitive information.
 The information provided by the customers/patients might be wrong.
 Time restriction is also an important limitation.
 Published information in secondary data is not up to date.

Features of the myWoodlands App:

After analysing the business requirement, myWoodlands app is proposing solution per needs:
 The proposed mobile App can be downloaded from play store for Android users and
from app store for IOS users.
 The proposed mobile App will allows users to find information & details about the
services offered by the hospital.
 User can also log in to their profile and can update their profiles. If the registered
users are patients, they can view and pay their hospital bills anytime online.
 The Admin will also have an option to push update and notifications on the user’s
mobile.

The application features can be categorized into the below categories:

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End User Features
 Admin / Monitoring Features

Admin Features
 News, Update & New Program Notifications, Health Package Update
 Upload content as per need

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 CHAPTER-8
Data analysis and interpretation
Procedure
This study explored consumer’s perception and experience with health apps through
structured questionnaire. Questionnaire was made to analysis the consumer’s perception
about MyWoodlands app. The survey was conducted in Woodlands Hospital among the
patients or with customers. Survey was aimed to target 60 consumers, but I got responses
from 50 consumers which I interpreted and analysed to derive my objective of study.
Participants
70% of respondents were male & 30% female. Respondents were from the age group of
below 20, 20-30, 30- 40 and above 40 years. The majority of respondents were found within
the age bracket of 20-30 years. The respondent further had an education level: 32.4%
undergraduates, 39% graduates & 28.6% postgraduates with different socio economic
backgrounds. The respondent’s further sub classified under different categorizes as students,
health care professionals, government & private sector employee, businessman &
homemaker.

Characteristics Subcategory Number

Female 35
Gender
Male 15
>18- 20 16.8%
20- 30 68.6%
Age(years) 30-40 7.4%
40-50 2.4%
>50 4.8%
Total participants   50
Smartphone operating Android 40
system IOS 10
Language English
Undergraduates 32.4%
Education Postgraduates 39%
graduates 28.6%
Government employees 14.3%
Private employees 49.3%
Business owner 21.9%
Occupation Healthcare professionals 0.9%
Homemaker 4.2%
Students 2.8%
Others 6.6%

Table 1: Participant demographics

Design of questionnaire:

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Questionnaire was structured with closed ended questions in a simple language (English).
Questions were framed for consumer’s behaviour and perception towards mHeath apps
targeting mainly MyWoodlands app. Eleven questions were asked from sample population
which took time maximum 5 mins to fill survey.

Questionnaire had two sections:

First section was to know about background of consumer and latter part comprises of
questions related to the study.

Survey of questionnaire:
Distribution of questionnaire was done directly at the venue in Woodlands Hospital. Target
was randomly chosen sample population which includes college students, working
professionals, homemakers and old age people who are the customers/patients in the hospital.

Inclusion criteria
 Consumers must have a smartphone
 Consumers should have minimum 18 years of age. It was intended to involve
participants of broad age range to combine experiences of technology savvy younger
generation with the older generation
 Any duration of use of the apps was valuable

List of Exclusion criteria’s

 Data collected only for health and wellness app and not for medical app
 Age group

Data analysis
Data from survey was collected and compiled for analysis. I used excel to compile survey
data and made graphs to compare the outcomes. Data was separated in two sections:
1. Questions related to demographics
2. Questions related to MyWoodlands app
Results were concluded on the basis of data analysis.

a) Demographic analysis

33
 Demographic Analysis
8000%

7000%

6000%

5000%

4000%

3000%

2000%

1000%

0%

In sample population we found that majority of responders are in age group of 20-30 and are
professionals and majority of them are postgraduate and private employees.

%of
Factors Subcategory Respondents
undergraduate 32.4
Education postgraduate 39
graduate 28.6
>18- 20 16.8
20- 30 68.6
Age 30-40 7.4
40-50 2.4
>50 4.8
<20k 13.9
20-30k 12.5
Monthly Income 30-40k 7.2
>40k 23.6
others 42.8
Government employees 14.3
Private employees 49.3
Business owner 21.9
Occupation Healthcare professionals 0.9
Homemaker 4.2
Students 2.8
Others 6.6
Table 2: Demographic Analysis
  Response
Question Agre Neutra Disagre
no. Strongly agree e l e Strongly Disagree

34
 1 25 60 10 4 1
2 10 65 20 4 1
3 25 55 15 3 2
4 26 58 14 1 1
5 30 65 3 1 1
6 50 35 10 4 1
7 32 45 16 6 1
8 36 50 10 4 0
9 45 35 15 4 1
10 56 40 2 1 1
11 60 35 3 1 1

Table 3: Survey questions and their responses

Response from Survey

70%

60%

50%

40%

30%

20%

10%

0%
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11

Strongly Agree Agree Neutral Disagree Strongly Disagree

This bar graph is the representation of responses from survey.

Chapter-9

35
 Findings and Suggestions
Findings
This study has established that health management with using an app requires constant
stimulation. There are many apps for health and wellness but this found that the most of the
consumers are not aware of health apps use
Among the participants these were the factors which were identified as following:

1. Age: Results of survey found that the responders from the age group of 20-30 years was
the active participants and aware of MyWoodlands app and utilize this app to track their health
as compared to any other age group. The reason being that these age group had highest no. of
smartphone adoption.
2. Income: This factor may or may not be influencing the affordability for buying a
smartphone with latest technology which will directly and indirectly related with the usage of
Health and wellness apps. Income would play major role as some of the apps are not free of
cost so it will act as a barrier but here MyWoodlands app is free to use for everyone.
3. Occupation: In sample population, major section is of young age to middle age group and
most of them are private sector employees which were found to be more tech savvy and keen
to use MyWoodlands app to track and monitor their health.
4. Education: It had a major impact on adoption of mHealth apps as the technology and
terminology requires basic knowledge, consumers who were not well educated is not
motivated towards these apps as compared to the one who is well educated and aware of
apps. Also it is tougher for the old age people to use this mHealth apps.
5. Awareness: Through survey we got to know that there is majority of sample population
who are not aware of MyWoodlands app, can help to manage their health themselves. Also,
lack of awareness and the lack of motivation are the major challenges in implementing Health
apps.

Barriers and Motivators

Barriers
 Low awareness of health apps: From the study it was found that majority of consumers
are not aware of MyWoodlands app despite of having a smartphone. They didn’t feel the need
to use a health app, because they are not motivated or interested towards it.
 Lack of app literacy: Most of the participants did not know about MyWoodlands app and
also which app to choose or what kind of app is suitable or appropriate for them. As the app
store is loaded with thousands of app.

36
 Lack of time and effort: Through study it was found that continued use of app requires
time and effort and therefore people uninstall this app because they are not willing to spend
much time and efforts into it.
 Lack of motivation: Majority of participants felt that continued use of this type of mHealth
app requires lot of dedication and motivation because after some time, its task becomes
tedious and boring.

Motivators
 Information and personalised guidance: This feature is mostly preferred by the
participants as majority of consumers prefer MyWoodlands app for informational purpose and
booking doctors’ appointments.
 Social competition: The major driver for the adoption of MyWoodlands app is peer reviews
and social competition. It can be seen as a driving force for younger generation if their family
and friends are using any such apps.
 Reminders: This feature which is appreciated by most of the participants. It found to be
useful for those who were busy in their schedules.
 Tracking for awareness and progress: From the study participants felt that they prefer
apps who helped them to measure their day to day activities. As many apps have in built
feature to track user’s activity like diet & exercise.

Suggestion
On the basis of qualitative analysis on consumers perception towards
MyWoodlands app it can be suggested to the Woodlands Multispeciality
Hospital that-
 It needs to focus on awareness of the app.

 The company needs to focus on engage with user more to let the users
know about benefit of the app.

 The company needs to manage an efficient benefits plan which involves

less time spending on the app but maintains high customer satisfaction.

Chapter-10
37
 Recommendation and Limitation

Recommendation
As per my great experience working in Woodland RPG dealing head to head
directly with the CFO, I do have some humble recommendations:-
1. The app is new hence it was better to first release it for the hospital staff like
a beta version to improve thier productivity.
2. Once the app is running without any issues and glitches then it should have
been made public via playstore .
3. The slow interface and lagging multiple attempts is very much hassled for the
user. Hence the IT team must get the lagging issue resolved by multiple updates
once in every week.

Limitation
The study has the following limitations-
 Data privacy is a key concern where many users will not provide their
information
 Users do need stable internet connection to use this app
 Sometimes this mHealth app can produce inaccurate information.

Chapter-11

38
 Conclusion

This study found that healthy young adults were interested in using health apps
to support health- related behaviour change. Potential users expected health
apps to be accurate, secure, legitimate and able to record and track goals and
behaviours. They also expected health apps to require minimal effort to operate
and have the ability to acquire advice and information on the go. From the
perspective of health and fitness app developers as well as health educators or
researchers, it is important to understand what predicts or prevents health app
adoption and continued use so as to better design and promote them. The future
of mHealth depends on platform compatibility/availability, consumer attitude/
adoption, and regulatory action. mHealth market is niche or untapped market
and the obstacle is more of a marketing problem that requires more of scientific
evidence for measuring usability and accuracy of apps, users friendly platform
considering preferences, data privacy, and security. If these types of
applications successfully implemented in individuals lives with adaptable
healthcare infrastructure, there is boost in the productivity of health
management and significant reduction in healthcare costs.

Chapter-12
39
 Bibliography

1. www.woodlandshospital.com
2. www.ibef.org
3. www.olympiabenefits.com
4. www.scribd.com
5. Brochures
6. www.healthcaresuccess.com

7. www.thebrandingjournal.com

8. www.marketbusinessnews.com

9. www.feedough.com

Questionnaire
40
1. Access to smart phone is seen as main driver for mHealth apps?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

2. Do you agree exercise, fitness, calorie counter and symptom checker are the widely downloaded or
preferred by MyWoodlands app?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

3. Do you agree the information provided by the MyWoodlands app is useful and reliable?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

4. Is MyWoodlands app aids in improving health care system?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

5. Remote access to medical information, customized features and health tracker are the biggest
attraction for using MyWoodlands app?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

6. Do fitness tracker improve health in MyWoodlands app?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

7. Convenience, cost, time & quality of service are the key benefits for using MyWoodlands app?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

8. Physicians or healthcare professionals are encouraging people to use MyWoodlands app in

Woodlands Hospital to managing their health?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

9. Do you agree that MyWoodlands app have become a part of your day to day lifestyle?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

10. For online Doctors appointment MyWoodlands app is widely used?

a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

41
11. Is lack of interest and lack of information are the barriers on adoption of MyWoodlands app?
a) Strongly agree b) Agree c) Neither agree nor disagree d) Disagree e) Strongly disagree

42