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PROJECT ON

Marketing Department at

BM Birla Heart Research Centre

Submitted By: Ranisa Biswas

Stream: BBA in Hospital Management

Roll No: -31103319010

Registration No: - 024395 OF 2019-20

Collage:- GURU NANAK INSTITUTE OF TECHNOLOGY

1. University:-MAULANA ABUL KALAM AZAD UNIVERSITY OF

TECHNOLOGY

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 DECLARATION

I declare and inform you this project entitle “MARKETING

DEPARTMENT” has been submitted by me in partial fulfillment
for the requirement of the degree Of from MAULANA ABUL
KALAM AZAD UNIVERSITY OF TECHNOLOGY under U.G.C under
the Guidance of Mr. JAYPRAKASH GUPTA (Head of Human
Resources ) & Mr. SARABJIT SAGGAR(Head of Sales &
Marketing) and Mrs. TANIA KAR(Head of Marketing) at BM Birla
Heart Research Centre During the academic year 2019– 2022
from.

I further declare that this project work or any part there has not
been submitted anywhere for the award of any degree or other
similar titles before.

_______ ______________

SARABJIT SAGGAR TANIA KAR

__________________

JAY PRAKASH GUPTA (HOD OF HR)

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 ACKNOWLEDGEMENT

It is always a pleasure to remind the find people in the internship

program for their sincere guidance I received to uphold my
practical as well as theoretical skills in MARKETING DEPARTMENT.

I would like to Express My special thanks of gratitude to my HOD Mr.

JAYPRAKASH GUPTA & the other executives of Marketing Department,
Mr. SARABJIT RAI SAGGAR (Manager-Sales & Marketing) and Mrs.
TANIA KAR(HOD OF MARKETING) I am greatly indebted to all of them
for providing their valuable guidance at all stages of the training
program, their advice, constructive suggestions, positive & supportive
attitude & continuous encouragement, without which it would have not
been possible to completed the project. I also thankful to my
coordinator sir Mr. SAUGATA BANERJEE give me some ideas regarding
the project report. By their help I fulfill & finished my project. I am
thankful to Mr. SOMBRATA sir & SRIJITA madam for giving me the
opportunity to work with BM Birla Heart Research Centre.

I owe my wholehearted thanks & appreciation to the entire staff

of the BM Birla Heart Research Centre and especially in marketing
department & also my college sir & madam Mrs. DEBASHRUTI
GANGULY (Assistant Professor, HOD - BHM, and GNIT), Mr.

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TARPON CHAKRABORTY (Assistant Professor – BHM and GNIT) &
Ms. DEBOTTRI DAS (Assistant Professor – BHM and GNIT) for
their cooperation and assistance during the course of my project.

I hope that I can build up an experience and knowledge that I

have gained and make a valuable contribution to this Hospital
Industry in coming years.

HOSPITAL PROFILE

BM BIRLA HEART RESEARCH CENTRE

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Address: 1/ 1, National Library Ave, New Alipore

Kolkata,West Bengal 700027

Telephone No: 03340884088

CONTENTS

 INTRODUCTION
 ACHIEVEMENTS
 3C OF BMB HOSPITAL
 VISION
 MISSION
 GOAL
 OBJECTIVES
 ABOUT MARKETING
 FUNCTIONS OF MARKETING
 SOURCE OF MARKETING
 WORK PROFILE
 METHODOLOGY
 CONCLUSION
 BIBLIOGRAPHY

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 INTRODUCTION

The CK Birla Group has pioneered several firsts in India’s healthcare

industry. Founded in 1989 in Kolkata, the BM Birla Heart Research
Centre is the first NABH-accredited hospital exclusively for treatment
and research related to heart disease. With a capacity of 150 beds, it is
India’s first healthcare facility to be awarded ISO 9001, ISO 14001 and
OSHAS 18001 certifications.
By the end of 2012, experts at the centre had performed more than
19,000 cardiac surgeries and 80,000 catheterization procedures.
Overall, the Centre has treated close to 120,000 inpatients and over a
million outpatients.
B M Birla Heart Research Centre is a super specialty hospital dedicated
exclusively to the diagnosis, treatment and research related to
cardiovascular diseases. Since its commissioning in 1989, it has
established itself as India’s most advanced heart centre comparable to
the best in the world. Not only do patients from all over India seek
treatment here, but patients from Bangladesh, Bhutan, Nepal,
Mauritius, Hong Kong, Kenya and other neighboring countries also avail
of its facilities.
 The Centre is manned by highly trained, young, dynamic and
accomplished team of medical and para-medical professionals working
both collaboratively and inter professionally. The entire spectrum of
cardiac ailments, affecting both adults and children, are dealt with at
this Centre. BM Birla Heart Research Centre has a special interest in

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advanced field of cardiac surgery, especially reconstructive operations
on babies.

 History

Braj Mohan Birla (1905-1982) played a vital role in the Industrial and
Technological advancement of India. In spite of his deep involvement as
a captain of Industry, he found the time to start Pioneering Projects and
Institutions in significant areas- Scientific, Education, Health and Social
Welfare. From each he demanded the highest levels of performance
and quality. It is thus appropriate that this most advanced state-of-the-
art Cardiac Care and Research Centre be named the B.M. Birla Heart
Research Centre as a fitting tribute to the man whose dream is today a
reality.
Tribute
B. M. Birla Heart Research Centre, Kolkata, India’s 1st NABH accredited
Hospital and also Certified by ISO 9001 – 2000, ISO 14001, OHSAS
18001 and NABL. B.M. Birla Heart Research Centre is committed to
providing World Class Cardiac care to patients. The centre has
performed a number of breakthroughs in Cardiac Surgery and
Angioplasty. Now the ISO 9001 – 2008, ISO 14001:2004, OHSAS
18001:2007 and NABL Certification proves yet again that our pursuits
for the highest standards are directed towards Quality Heart Care. After
all your heart is precious to you and to us.

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Mission
 To create Clinical centre of Excellence on a strong backbone of
research, academics and evidence-based medicine for best clinical
and patient outcome.

Vision
 To provide best of Patient Service & Clinical Excellence.

Key Principles
The foundation of BMB has been laid on 3 key principles that define the
ethos of our hospital:

1. Clinical Excellence

 Delivery of best patient care – from prevention to treatment of

the most serious and complex human diseases
 Use of international guidelines, protocols and care pathways to
ensure best clinical outcomes
 Institute of choice for the best clinical and nursing talent coupled
with world-class infrastructure and equipment

2. Ethical

 Honest and transparent in doing the right thing for our patients by
improving outcomes and not procedures
 Adhere to the highest standards of professionalism with clear
communication of treatment plan

3. Patient Centric

 Primacy to comfort and convenience of patients and their families

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  Establish a strong patient connect and trust through compassion
and empathy

Inclusive in embracing and respecting different backgrounds

CLINICAL SPECIALITIES

Since its founding BMB has been providing its patients with the full
heart care services, comprising Cardiac Surgery, Paediatric Cardiology,
Cardiopulmonary Rehabilitation and more.
 Department of Cardiothoracic and Vascular Surgery: The entire
spectrum of Cardiac surgical procedures is conducted including
such high-end procedures as CABG on a beating on a beating
heart, valve replacement surgery for complex heart diseases. The
expert cardiac team has access to world’s latest equipment to
perform minimally invasive CABG, closed Heart Surgery and
Vascular Surgery. The department is specializing in doing cardiac
surgeries in high-risk patients with kidney failure, patients in
cardiogenic shock and patients with multiple morbidities.
 Department of Cardiology: The department of cardiology at BM
Birla is considered as a Centre of Excellence for complete cardiac
care. It has created a ensemble for achieving unparalleled
excellence in cardiac treatment amalgamating a faculty of top
doctors with high-end technology, the best practices in non-
invasive cardiology.

 Department of Interventional Cardiology: Interventional

cardiology is a branch of cardiology that deals specifically with the

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 catheter-based treatment of structural heart disease. The hospital
is equipped with the state of earth flat panel cardiac
catheterization laboratory which operates 24×7×365 day. The
department has an excellent track record of performing primary
angioplasty and stenting in acute heart attack patients with one of
the shortest door to balloon time in our country. Coronary
angiography by both transracial and transferal approach is
routinely performed here. Renal angioplasty & stenting,
valvuloplasty, coil embolization, closure of birth defects with
devices are other routine procedures.

 Department of Paediatric Cardiology: Paediatric cardiologists

specialize in diagnosing and treating heart problems in children. In
those children who might need heart surgery, paediatric
cardiologists work closely with paediatric heart surgeons to
determine the best treatments and interventions.
A number of heart conditions can affect children. Some are
structural differences they are born with. Others involve the
electrical system that controls the heartbeat. Paediatric
cardiologists are specially trained to diagnose and manage these
problems.

LOGO OF BMBHRC

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 LOCATION OF BMBHRC

OBJECTIVES

It is in this background that this research study has been taken up to

find how Hospital in Kolkata follows the main objectives of Pharmacy
Department

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  To study the function and infrastructure of the hospital.

 To know the different quality services provided by the hospital.

 To identify potential opportunity.

 Study the satisfaction level of the patients.

 To know the different services.

 To get the patient reaction to the problem.

 To establish guidelines for maintenance of uniform and

comprehensive patient care facilities.

 To know the different policies and procedure of the hospital.

 To know the operational and managerial aspects of the hospital.

 To Collect Important Data From The Hospital.

HOSPITAL LAYOUT

BASEMENT:
Administration:
 HR
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  Quality Assurance
 Medical Records
 Nursing Administration
 Head Commercial, CKBH
 Medical Superintendent
Store:
 Medical Store
 Non-medical store
GROUND FLOOR:
 Admission Desk
 24×7 Chest Pain Centre
 Indoor Cash
 Pharmacy
 Diagnostics & Non-Invasive Department (NID)
 OPD Reception
 Reception/ Report Delivery
 Patient Counselling Room
 Doctors’ Chamber
 Life style guidance & Rehabilitation
 OT waiting room
 Corporate Desk
 Insurance help desk
 Conference room
 Drinking water
 Cafeteria
 ATM

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1st FLOOR:
 Blood Bank
 Central Sterilization
 Intensive Therapy Unit –I
 Intensive Therapy Unit –II
 Cath Lab
 Operation Theatres
2nd FLOOR:
 Coronary Care Unit –I
 Coronary Care Unit –II (EAST)
 Coronary Care Unit –II (WEST)
 Pathology
rd
3 FLOOR:
 Patient Rooms
 Patient Ward
th
4 FLOOR:
 Patient Rooms
 Patient Ward
5th FLOOR:
 Patient Rooms
 Patient Ward
6th FLOOR:
 HDU
 Patient Rooms

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 ABOUT MARKETING

Hospital marketing refers to the use of marketing strategies like

advertising, branding and promotional tactics to improve
population health by interacting with community, building trust,
displaying expertise in care in order to acquire new sufferers and
create long lasting relationships.

INTRODUCTION

Growth & Development is the study and management of exchange

relationships. Growth & Development is used to create, keep and
satisfy the customer with the customer as the focus of its activities, it
can be concluded that marketing is one of the premier components of
business management.

Growth & Development is defined by American Marketing Association

as “the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that value for
customer, clients, partners, and society at large.” The term developed
from the original meaning which referred literally to going market with
goods for sale. From a sales process engineering perspective, marketing
is “a set of processes that are interconnected and interdependent with
other functions” of a business aimed at achieving customer interest and
satisfaction.
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Marketing executives in healthcare have the primary responsibility
of planning, directing, coordinating, and evaluating an organization's
marketing strategies. Top executives oversee the internal marketing
staff to ensure advertising initiatives are meeting targeted goals.
It involves creating, communicating, and delivering messages for the
public on prevention, health promotion and health protection. Health
marketing is one of the ways advancements in medicine and in health-
protecting services, such as insurance, is made widely known.

The marketing strategy would follow the traditional 4 "P's" of

marketing namely:

 The "product" in question in this case the surgical procedure.

 The "place" which refers to the access to this procedure.
 "Promotion" refers to creating awareness and hence demands.
 "Price" refers to the cost of the procedure e.g. money, time,
reputation etc.
.

The term "marketing" covers a lot of different activities -- all associated

with selling your company's products and services. Advertising is the
most obvious marketing activity, but so is consumer research, which
better matches your product to consumer wants and needs. Product
design, also, is a form of marketing, as it helps match your company's
products and services to known customer needs.

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 FUNCTIONS OF MARKETING

 Defining and managing your brand: This involves defining who you are,
what you stand for, what you say about yourself, what you do and how
your company acts. This, in turn, defines the experience you want your
customers and partners to have when they interact with you.

 Conducting campaign management for marketing

initiatives: Marketing proactively identifies the products and services to
focus on over the course of your sales cycle, and then produces
materials and communications that get the word out.

 Producing marketing and promotional materials:  Marketing

department should create the materials that describe and promote
core products and/or services, and keep them up-to-date as those
products and services evolve.

 Creating content providing search engine optimization for website:

Website is often the first (and possibly the only) place people go for
information about the organization and marketing department will be
responsible for keeping Web content current, while also working to
ensure your site comes up quickly when someone searches for your
type of business.

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 Monitoring and managing social media: Marketing should contribute
to, manage and maintain social media pages and accounts and
carefully watch what’s being posted about you online.

 Producing internal communications:  Employees need to understand

the organization, its values, its goals and its priorities. Marketing is
often responsible for employee communications through a newsletter
and/or intranet.

 Serving as media liaison: When your organization is cited in the media,

a member of the marketing department often acts as spokesperson for
organization, or guides executives in how to respond to media queries.

 Conducting customer and market research: Research helps to define

target markets and opportunities accordingly, and also helps to
understand how the products and services are perceived.

 Overseeing outside vendors and agencies: Marketing is typically

responsible for selecting and managing the agencies and vendors who
produce marketing materials and or/provide marketing support. These
may include ad agencies, print vendors, PR agencies or specialists, Web
providers, etc.

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 SOURCES OF MARKETING

Professional Referral Marketing: A reliable and continuing stream of

inbound patient referrals from other medical, dental or other
professional sources is the lifeblood of many specialty providers. And
whether it’s a primary or secondary channel, professional referral
sources can’t be taken for granted. Doctor referrals do not happen by
magic or simply because you are a good provider. Success requires a
written plan and an unfailing system to preserve and grow the flow of
professional referrals.

Branding: This is all about standing out from the crowd in a positive

way, and it includes virtually everything you do. A powerful,
differentiating brand for your healthcare business is part of your
reputation. Meaningful and effective branding does not occur without a
deliberate effort to shape and express the right message at the right
time.

Internal Marketing: This heading includes all the ways and means that
you communicate with people who already know you, primarily present
and previous patients. Depending on the nature of your practice or

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situation, this influential audience can be a rich resource for referrals,
additional services, testimonials and/or word-of-mouth advertising.

External Marketing: These are the media that reach prospective

patients that don’t know you. Advertising
in newspapers, radio, television, billboards and the like target an
audience that needs to know that you provide an answer for their
healthcare need. There’s little margin for error in an external media
budget that is expected to produce a measurable return-on-
investment.

Public Relations: This heading includes, among other things, planning

and generating healthcare publicity and free press exposure, such as
newspaper articles or broadcast interviews. The end results look easy,
and it can be a positive and powerful influence. But “free press”
typically results from careful planning, good timing, a clear message
and a deliberate effort.

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 WORK PROFILE

The responsibilities handed were:

1. Answering to customer queries.

2. Prepare Visa Invitation Letter (VIL).
3. Patient coordination.
4. Preparation of weekly report.

5. Preparation of customer’s feedback report about the services

provided by BMB.

6. Work with active and efficient manner.

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 METHODOLOGY

Research venue: BM BIRLA HEART RESEARCH CENTRE.

Duration: .

This study based on the whole investigation at BM BIRLA HEART

RESEARCH CENTRE. The information is given in this project by observing
Marketing department and asked every detail from Marketing Team of
Hospital.

METHODS OF DATA COLLECTION:

 Detailed observation.

 Hospital records.

STUDY AREAS: Present study has been carried out in Marketing

Department in BM BIRLA HEART RESEARCH CENTRE.

SCOPE OF STUDY: It gives huge idea of HEALTHCARE.

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NATURE OF DATA: Primary data- The primary data has been collected
through personal observation to know the process of Marketing
Department.

CONCLUSION

BM BIRLA HEART RESEARCH CENTRE has become one of the most

service dedicated & reputed health care sector. The world class health
service in BM Birla Heart Research Centre is actually a result of joint
effort of a group of young specialist doctors, Supervisors,
administrators, managers & management staffs who took the
responsibility of heartily providing 24 hours services. Today it has some
of the best doctors & paramedical staff providing premium quality
medical care at an affordable cost also for an individual below poverty
line.

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 BIBLIOGRAPHY

I have also collected data from website: -

 https://en.wikipedia.org/wiki/Health_marketing

 https://www.docengage.in/hospital-marketing

 https://www.ckbhospital.com/about-the-ck-birla-group/

 https://bmb.ckbirlahospitals.com/

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THANK YOU

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