BRAND POSITIONING AND ITS SERVICES IN CORPORATE

HOSPITAL

Submitted in the partial fulfillment of the requirements

For the award of the degree in

MASTER OF BUSINESS ADMINISTRATION

By
GOKUL.S
(Reg No:215062101056)

Under the guidance of

DR ARCHANA

FACULTY OF MANAGEMENT STUDIES

Dr. M.G.R.
Educational and Research Institute (Deemed to be university)

Maduravoyal, Chennai-600 095

(An ISO 9001-2008 certified Institution)
University with Special Autonomy Status

May 2023

1
DECLARATION

I GOKUL.S Hereby declare that the Project Report entitled BRAND POSITIONING

AND ITS SERVICES IN CORPORATE HOSPITAL is done by me under the

guidance of DR ARCHANA (INTERNAL) is submitted in partial fulfillment of the

requirements for the award of the degree in MASTER OF BUSINESS

ADMINISTRATION.

DATE:

PLACE: SIGNATURE OF THE CANDIDATE

1
 Dr. M.G.R.
Educational and Research Institute (Deemed to be university)
Maduravoyal, Chennai-600 095
(An ISO 9001-2008 certified Institution)

FACULTY OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of Mr., Mr.
ESSAKKIAPPAN.R Reg. No 175012101041 who carried out the project entitled “A
STUDY ON ACCOUNTS PAYABLES” under our supervision from 19.12.2018 to
04.03.2019

Internal Guide Head of the

Department

Submitted for Viva Voce Examination held on _________

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ACKNOWLEDGEMENT

To acknowledge here, all those who have been a helping hand in completing this
project, shall be an endeavor in itself 

I extremely thankful to our Chancellor Thiru A.C.SHANMUGAM, B.A., B.L., our

President
Er. A.C.S. ARUN KUMAR, B.E. I express my sincere thanks to our Secretary Thiru A.
RAVIKUMAR and our Vice Chancellor DR.S.GEETHALAKSHMI, I would like to take the
opportunity to express my profound gratitude to Dr. G BRINDHA, Professor & head, and my
project guide, Faculty of Management Studies, for her kind permission to undergo project work
successfully.

I thank xxxxxxx guiding me to execute my final year project. I also thank all faculties and
batch mates in Faculty of Management Studies, for their support and guidance throughout the
course of final year project. 

I thank Mr.____________ of xyz for guiding and supporting throughout my project

I owe my wholehearted thanks and appreciation to entire staff of the company for their
cooperation and assistance during the project. 

Name of the student

1
CHAPTER TITLE PAGE PAGE
ABSTRACT 2

CHAPTER 1 3

1.1 Introduction about the topic 3

1.2 Industry Profile 6

Company Profile 7
Objectives of the study 9
1.3
Importance or Need of the study 10
1.4
Scope of the study 11
1.5
Limitation of the study 12
1.6
CHAPTER 2 - Review of Literature (Books and 13
Journals)
CHAPTER 3 – Research Methodology 16

3.1 Research Design 20

Research Hypothesis & Methodology 23

Data Analysis (list the tools used) (Percentage 27

Analysis is tool must apart from that any two
statistical tool must be used)
Sample size 30

Data collection approach

CHAPTER 4 - Data Analysis and interpretation 34
CHAPTER – 5
5.1 FINDINGS 35

5.2 SUGGESTION 36

5.3 CONCLUSION 37

REFERENCES
Questionnaire

ABSTRACT
1
In order for brand strategies to be successful, it is crucial to ensure that the brand
information is as accessible as possible. Brand positioning defines how the
company’s target image is shaped in the minds of consumers. In a competitive
environment, ensuring the differentiation of a brand is possible through an
effective brand positioning that includes a consistent consumer-brand
relationship. Brand reliability is based on this consistency in the fulfillment of
brand promises and is a crucial feature of positioning. Effective brand positioning
is required to reveal brand trust and generate measurable value. As the marketing
strategy starts with positioning, other marketing-related issues are shaped around
this positioning strategy. Therefore, the steps need to be defined in advance when
deciding on the message content of narrative strategies. The efficiency of a
successful brand positioning can get amplified with consistent messages in
narrative advertising. In the event of consistency, compliance with brand value
enhances customer satisfaction and thus brand loyalty.

2
CHAPTER – 1

INTRODUCTION:

Internship program has become the bridge for those who want to enter to
corporate level from the college life, through internship I got to know the real
Working environment that was very much different from my course study.

During my internship, I got a chance to work in the Relationship management All

my experience helped me realize parts like grouping work, work
Environment, peering support, carried out in the organization. Thus, the
Internship duration provided me with the opportunity to broaden my Knowledge,
acknowledge my strengths/weakness that would be more helpful .To shape up my
career in the future.

I have select the topic of this report is “Brand positioning and services in
corporate
Hospitals”. I tried to integrate my theoretical knowledge of RELATIONSHIP
MANAGER and combine it with practical examples as observed during my
internship. At the end of the Report, I have done a SWOT Analysis on the
BRAND POSITIONING Practice of CORPORATE hospital followed by
discussing critical points. Have also tried to provide some recommendations
based on my knowledge Followed by the conclusion which I gathered during my
internship.

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BRAND POSITIONING

INTRODUCTION:

“Brand positioning is a part of brand identity and value proposition

that is to be actively communicated to the target audience, and that demonstrate
an advantage over competing brands.”

Brand positioning can be defined as an activity of creating a brand offer in such a

manner that it occupies a distinctive place and value in the target customer’s
mind.

Brand positioning is an essential element of a winning branding strategy. The

term brand positioning has two connotations – a vertical and a horizontal one

Brand positioning is probably one of the most confused concepts in the world of
business today. A brand positioning is not a clever advertising idea, a cool tag
line, a slick logo, a graphic standards manual, or a website. While these and other
elements combine to contribute to your brand positioning, they are not the
4
foundation.

The result of a brand positioning is the thought triggered in the mind of the
consumer when he or she hears and/ or sees your name. A brand is far more than
advertising. It’s the identity an organization has internally and externally. It
represents the values, the personality, and the experience that people associate
with the company, product, or service.

Brand positioning is the act of designing the company’s offerings and image to
occupy a distinctive place in the target market’s mind. The perceived
differentiation takes care of the competitive angle and the value aspect takes care
of customer motivation. For example, Perk is positioned as a substitute for a
snack, which can be, had anywhere, anytime.

A brand must create an association and cling on to it. The bottom line for a
position is that it must be valuable, credible, distinctive and suitable for the
product in question.

Brand positioning usually forms the backbone of the brand strategy of any
company. Till the time a positioning strategy resonates with the needs and wants
of the target market, a brand can thrive. However, a wrong positioning strategy
can even make a good product fail.

Positioning creates a bond between the customer and the business. It’s that friend
of the customer who’ll always stay in their subconscious mind and will make
them recall about the company whenever they hear about the any of its product or
a particular feature which makes it stand out.

Any skilled marketer can develop a brand positioning strategy. The real
challenge? Making it lead to real business results and resonate with your target
audience.
You’ll need more than a carefully created statement. To create strong brand
positioning, you’ll need research, customer data, authenticity, and flexibility.

5
INDUSTRY PROFILE:

Hospital, an institution that is built, staffed, and equipped for the diagnosis of
disease; for the treatment, both medical and surgical, of the sick and the injured;
and for their housing during this process. The modern hospital also often serves
as a centre for investigation and for teaching.

To better serve the wide-ranging needs of the community, the modern hospital
has often developed outpatient facilities, as well as emergency, psychiatric, and
rehabilitation services. In addition, “bedless hospitals” provide strictly
ambulatory (outpatient) care and day surgery. Patients arrive at the facility for
short appointments. They may also stay for treatment in surgical or medical units
for part of a day or for a full day, after which they are discharged for follow-up
by a primary care health provider.

Hospitals have long existed in most countries. Developing countries, which

contain a large proportion of the world’s population, generally do not have
enough hospitals, equipment, and trained staff to handle the volume of persons
who need care. Thus, people in these countries do not always receive the benefits
of modern medicine, public health measures, or hospital care, and they generally
have lower life expectancies.

6
 COMPANY PROFILE:

O2 saver pvt. Ltd

O2saver Private Limited is a 1 year 10 months old Private Limited Indian Non-
Government Company incorporated on 20 Apr 2021. Its registered office is in
Cuddalore, Tamil Nadu, and India. The Company’s status is Active. It’s a
company limited by shares having an authorized capital of Rs 1.00 Lakh and a
paid-up capital of Rs 1.00 Lakh as per MCA. 2 Directors are associated with the
organization. Kaliyaperumal Lingeshwaran and Subramanian Kaliyaperumal are
presently associated as directors.

We are a leading E-Commerce healthcare company. The main motto of our

company is to create a healthy future for the existing and upcoming generations.
Have introduced a lot of health attributes in one all-rounder application which
includes: Blood donation, Ambulance in one click, nearby hospital finder, home
doctor consultation, proactive pharmacies and Doctors of your choice in one
click. We are providing our remarkable services in rural areas also. Our mandate
thought is to provide people, Each and every facility for the improvement of their
health and happiness. Reducing the waiting time, Convenience in using the
application, immense care on people and Gaining confidence is our magnificent
motto.

Our services is

 Speed pharmacy

 Hospital appointment *Home doctor consultation

 Lab service

 Homecare

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 E-pharmacy (Medicine products)

VISION:

 It outlines what the organization wants to be, or how it wants the world in which
it operates to be.

 It is a long-term view and concentrates on the future. It can be emotive and is a

source of inspiration.

 For example, a charity working with the poor might have a vision statement
which reads “A World without Poverty.”

MISSION:

 Defines the fundamental purpose of an organization or an enterprise, succinctly

describing why it exists and what it does to achieve its vision.

 For example, the charity above might have a mission statement as “providing
jobs for the homeless and unemployed”.

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 OBJECTIVES:

• To create a distinctive place of a product or service in the minds of potential

customers.

• To provide a competitive edge to a product or service, i.e., an attempt to convey

attractiveness of the product or the service to the largest market.

• Place an intangible service within a more tangible frame of reference.

• Help influence both service development and the redesign of existing services.

• Follow consideration of competition’s possible moves and responses so that

appropriate action can be taken as.

• To give the target market the reason of buying your services and then design the
whole strategy.

• To provide guidelines for the development of marketing mix with each element
being consistent with positioning.

9
 IMPORTANCE OF THE STUDY:

 Connecting Product Offerings with Target Market

 Brand Seeks a Locus in Space through Positioning

 Keeping Product in Pre-Determined Orbit

 Product cannot be ‘Everything to Everyone’

 It measures the real strength of the brand in long run. This mode will help to
know how farther the business has gone and where it exactly reach in the
competitive market.

 Brand positioning will also help the business to sufficiently judge the way
customers judge its product in comparison with other very competitive brands
available with the same products or services.

 It can also be taken as refurbishing or re-branding of the product in such a way

that will make it different and uniquely defined than all other products of the
same kind.

10
 SCOPE OF THE STUDY:

 A brand is a perceptual entity that is rooted in reality but reflects the perceptions
and perhaps even the idiosyncrasies of consumers. Ultimately a brand is
something that resides in the minds of consumers. Therefore the scope of
branding expands beyond boundaries.

To successfully brand a product it is necessary to teach consumers:

Who the product is.

What the product does.

Why consumers should choose that particular brand.

 A brand is a product or service which help the organization differentiate their

products or services from others. The role of brand come in critical for the
organization as it translates into loyalty and higher margins in the long run.

 Building a Brand helps both the consumer and the manufacturer creating a win-
win situation for both the parties.

 It helps to identify the source of manufacturer of the product and simultaneously

assigns a responsibility towards an organization for the branded product.

 Experience of customers with products of same brand help them to quickly

decide whether they will want to go with their purchase decision or not making
their decision easier.

 Brands bring with them a certain level of quality assurance.

11
 LIMITATIONS OF THE STUDY:

 Discourages from Trying other Products

 Leads to monopoly

 Create confusion

 Comments premium

 Substandard goods

 Imposes responsibility

 Some Products Do Not Lend Themselves to Branding

 Switch to another product

 Expensive

 Increase cost

12
CHAPTER – 2

REVIEW OF LITERATURE (BOOKS AND JOURNALS):

Unique positioning strategies have commonly been encouraged as a means for

championing specific marketing agendas (Baek, Kim, Yu, 2010; Bhat & Reddy,
1998). Positioning analysis reveals what attributes are most relevant and desired
by a target audience and serve as a guide for future marketing activities
(Blankson & Kalafatis, 2007; Tractinsky & Lowengart, 2003; Gwin & Gwin,
2003). An organization’s position is conveyed by exploring individuals’
perceptions of that organization in comparison to other organizations with respect
to specific attributes. These attributes then serve as cues for its image. It has been
recognized that services when compared to products face more difficult
challenges when it comes to effective positioning strategies (Kemp, Jillapalli &
Becerra, 2014; Blankson & Kalafatis, 1999; Javalgi, Whipple, McManamon &
Edick, 1992). A service’s image may be more prominent due to the intangible
nature of service offerings. Hospitals need to create and maintain a positive
image and to do so patients’ understanding of the links between image, quality,
and satisfaction is imperative (Woodside, Frey and Daly, 1989). Desired
attributes for healthcare organizations may include quality of care, physician and
staff competence, quality of facilities, services offered, and procedure costs.
Elbeck (1988) determined that hospital image impacted resource funding,
employee quality and morale, patient satisfaction, institutional prestige, and
hospital accreditation. Likewise, Wu (2011) found evidence that brand image had
both direct and indirect influences on patient loyalty. Brand image was reported
to impact patient loyalty directly or it may demonstrate an indirect route via
brand image, then service quality, patient satisfaction, and finally patient loyalty.
Thus, a healthcare organization’s ability to achieve its objectives may be
dependent upon their success at directionally influencing a patient’s perceptions
regarding desired attributes which are ultimately driven by its message strategy.
Results of additional studies support the relationships between the concepts
discussed above. Javalgi, Rao, and Thomas (1991) proposed a hierarchy approach
which identified how consumers evaluated options and made healthcare
decisions. Findings indicated that the most important criteria when choosing a
provider included hospital type, located near home, convenience, doctor
specialists, reputation, modern equipment, and courteous employees.
Contributing to the positioning research area, Fischer (2014) conducted an
extensive content analysis of hospital marketing communications and positioning
literature. Hospital-driven messages aimed at patients were reported including
organization, service, and public health related topics. The author also proposed
hospital positioning strategies that were described as value performer, service
13
provider, quality leader, and trusted public adviser. Marketing efforts focused on
particular service-lines may communicate that a healthcare organization has the
distinct skills and superior service to deliver the requisite satisfaction. Activities
such as advertisements, public relations, patient care, and employee performance
may then reinforce a positive healthcare organization image (Sener, 2014).
Hospitals which tap a limited patient pool due to various competitive constraints
are realizing that they need to identify unique areas of opportunity and match
these niches with their valued skill set (Lee, Chen, Chen & Chen, 2010;
Malhotra, 1988). A service-line is such a niche centered strategy which may
result in numerous worthwhile benefits, particularly for smaller regional
hospitals, including enhanced value and quality of care, increased patient volume
and market share, and system efficiencies. Also, if a hospital image is positively
impacted it may become easier to promote teamwork and the programs offered,
improve the development and alignment of service offerings, and place a more
acute focus on cost containment and reduced service variability (Kim, Kim, Kim,
Kim & Kange, 2008; Gwin & Gwin, 2003; Brady & Cronin, 2001). Consumer
perceptions of service quality have been measured using the popular
SERVQUAL instrument (Parasuraman, Zeithaml & Berry, 1994; Parasuraman,
Berry & Zeithaml, 1991; Parasuraman, Zeithaml & Berry, 1988). Five common
attributes or dimensions of a service quality comprise the SERVQUAL model
including reliability, responsiveness, empathy, assurance, and tangibles. Service
quality is proposed to be determined by comparing customers’ expectations for a
service provider with the actual services provided. Subsequent research has
adapted the SERVQUAL model to better accommodate a specific service sector
(Pantouvakis, 2010; Clow, Kurtz, Ozment & Ong, 1997). Manystudies have
applied the SERQUAL model to healthcare settings (Butt & De Run, 2010; Choi,
Cho, Lee, Lee & Kim, 2004; Lee, Delene, Bunda & Kim, 2000). Babakus &
Mangold (1992) were among the first researchers to specifically adapt the
SERVQUAL model for hospital services and empirically validated the scale
within a multihospital corporation gathering data from both administrators and
patients. Koerner (2000) proposed a service specific model for healthcare
providers. The author identified five attributes that formed consumer perceptions
of health service quality including compassion, uncertainty, reliability, close
relationships, and individualized care. Authors have also addressed the distinction
between technical (mechanistic) quality and perceived human (functional) quality
of healthcare services provided (Padgett & Allen, 1997; Babakus & Mangold,
1992; Gronoos, 1984). Post-purchase evaluation measures whether or not the
service delivered, met, or exceeded expectations after the service was performed.
Support of this anticipated versus realized expectations is evident in past
customer satisfaction research (Naik, Gantasala & Prabhakar, 2010; Choi, Cho,
Lee, Lee & Kim, 2004). The commonly held perspective is that consumers will
be pleased or satisfied with a service encounter if it meets or surpasses their
expectations. In healthcare marketing, this encounter may include before, during,
or after consumption of a medical service. Woodside, Frey and Daly (1989)
provided evidence that customer satisfaction influenced a patient’s desire to
14
engage in a service encounter. Similarly, a patient satisfaction study conducted by
Sener (2014) revealed the highest patients’ perception ratings for service quality
were related to tangible characteristics and reliability. It was determined that
perceived service quality and corporate image impacted patient satisfaction. In
agreement, Taylor and Cronin (1994) encouraged healthcare marketers to
develop skill sets to impact both immediate patient satisfaction judgments and
future more enduring service quality. Further, Boshoff and Gray (2004) provided
evidence of positive relationships between two service quality dimensions,
empathy of nursing staff and assurance with loyalty and overall cumulative
satisfaction. Satisfaction with nursing staff proficiencies and fees charged for
services provided were positive influences on loyalty and cumulative satisfaction
as well. Much research has investigated the relationship between service quality,
customer satisfaction, and subsequent behavioral intentions (Udo, Bagchi & Kris,
2010; Jones & Taylor, 2007; Swanson & Davis, 2003). Future behaviors are
reflected in discernible behavior intentions. It is the desire to repeat and or
continue an association. The assumption being that if behavioral intentions are
supportive of consumption, then it is likely the behavior will occur. An
examination of service encounters across service industries empirically revealed
that quality, value, and satisfaction may all inclusively influence behavior
intentions (Cronin, Brady & Hult, 2000). When focusing particularly on the
healthcare sector these potential relationships were further supported by
subsequent research (Zarei, Daneshkohan, Pouragha, Marzban, Arab, 2015; Choi,
Cho, Lee, Lee & Kim, 2004; Boshoff & Gray, 2004). A patient’s re-visit
intentions are considered to be a positive outcome and an indicator of loyalty in
healthcare marketing (Dagger, Sweeney & Johnson, 2007; Zeithaml, Berry &
Parasuraman, 1996; Taylor & Baker, 1994)

15
CHAPTER - 3

RESEARCH METHODOLOGY:

The proposed framework for this research will be applied using a case study
approach. Prior healthcare marketing research has been conducted employing
case study methodologies (Evans, Uhrig, Davis & McCormack, 2009; Maas &
Martin, 2009; Liu & Chen, 2006; Wagner, Fleming, Mangold & LaForge, 1994;
Reddy & Campbell, 1993; Elbeck, 1988). Due to peculiar distinctions and unique
approaches for offering healthcare services, examining a healthcare organization
on an individual basis lends itself to a case driven research design. Further, due to
the difficulties in generalizability of the industry and its complexities, it makes a
more compelling argument for a case study format. For example, Elbeck (1988)
explored the attributes individuals identify as criteria for evaluating a hospital’s
image. Using a case study design the author generated attributes for a contrived
ideal psychiatric hospital and then surveyed another group of participants asking
them to rate the actual hospital under examination based upon these same
attributes. The prior generated ideal attribute list ratings were taken for the
psychiatric hospital to examine how well they were graded on these ideal desired
attribute, areas where improvements were needed, and more importantly where
they needed to educate the public about areas of expertise they offer which had
gone unnoticed in prior service encounters. Since there is a concerted effort on
the part of hospitals to dedicate themselves to a particular service line, this
manner of case analysis offers healthcare organizations a methodology adapted to
their specific needs and target audiences. As such, this a-priori information may
be helpful in revealing what criteria were lacking and where marketing attention
is needed. The examined outcomes chosen for this study include patient
satisfaction, clinical outcomes, and financial impact. It has been demonstrated
that effective positioning strategies and customer satisfaction have a desired
impact on service firm performance (Blankson & Crawford, 2012; Williams &
Naumann, 2011; Hooley, Broderick & Moller, 1998). Healthcare provider
performance and outcome measures are anticipated to garner more focused
concentration and become an integrated activity within this service sector
(Kennedy, Caselli & Berry, 2011; Koch, Breland, Nash & Cropsey, 2011;
Draper, Cohen & Buchan, 2001; Wagner, Fleming, Mangold & LaForge, 1994).
As stated earlier, patient satisfaction may be determined by whether or not a
service experience met or exceeded expectations. Patient satisfaction will be
evaluated herein using patient ratings with regards to satisfaction with their in
hospital experience and surgical outcomes. Prior research indicates quality may
be determined by results of the service provided. Clinical outcomes are
discernible by the actual reported results of the performed service procedures. In
order to measure clinical outcomes evidence is gathered from two areas, surgical
complications and length of stay for patients. The less time a patient incurs in a
hospital and the fewer complications developed as a result of the procedure the
better the clinical outcomes. Last, revenue has been a common indicator of
16
financial viability in hospital settings (Berenson, Bodenheimer & Pham, 2006;
Reddy & Campbell, 1993). Financial impact or profitability will be measured by
the service-line’s contribution margin (net revenue minus variable cost). In
summary, these three measurements as they pertain to the proposed research
framework including patient satisfaction, clinical outcomes, and financial impact
are discussed below.

OBJECTIVES OF RESEARCH:

Research is conscious approach to find out the truth which is hidden and which
has not been discovered by applying scientific procedure. Therefore each
research has its own focus. This is stated in terms of objectives of conducting
research, to gain familiarity with a phenomenon or to achieve new insights into it
studies. To portray accurately the characteristics of a particular individual,
situation or studies. This helps to develop an approach to create opportunities in
the society.

To determine the frequency with which something occurs or with which it is

associated with something else. To test a hypothesis of a causal relationship
between variables. This type of research is undertaken mainly to determine the
relationship between various factors so that necessary Policy options could be
framed.

APPLICATION OF RESEARCH IN MARKETING:

Application of the research framework will be discussed in three stages. The first
stage will discuss how the service-line evolved. The second stage identifies the
approach the service-line implemented to accomplish its positioning strategy.
Last, the third stage provides the outcomes as it relates to the framework
presented. This study seeks to extend prior healthcare marketing literature by
identifying important variables vis-à-vis positioning and brand image which
influence an organization’s service quality, patient satisfaction, and eventual
outcomes. The model for this study is the collaboration between a community
hospital located in Pennsylvania and a privately-held orthopaedic physician
practice for a musculoskeletal service-line.

Stage one – service-line evolution: Indiana Regional Medical Center (IRMC) is a

164 bed, non-profit, acute care hospital providing inpatients and outpatients with
a comprehensive range of general and specialized care. IRMC is in Indiana, PA,
which is approximately 60 miles northeast of Pittsburgh, PA. The facility is
centrally located within Indiana County, Pennsylvania. The population of Indiana
County is approximately 100,000 people. The Center for Medicare and Medicaid
Services (U.S. Department of Health & Human Services) designates IRMC as a
17
sole community hospital and as such is the principal provider in its primary
service area. In 2008, IRMC began to partner with the sole orthopaedic physician
practice in the community to develop a free-standing musculoskeletal medical
facility for outpatient specialty care. Under a joint venture agreement between the
hospital and the physician practice, a new 40,000 square foot facility was
constructed to house the orthopaedic physician practice along with other hospital-
based providers and services. The new facility opened in late 2012 with offerings
in Orthopaedics, Sports Medicine, Podiatry, Physiatry/Rehabilitation, Spine/Pain
Management, Neurosurgery, Rheumatology, Physical, Occupational, and Speech
Therapy, and Diagnostic Imaging. Concurrently, hospital administrators
determined that musculoskeletal services represented an already significant
revenue stream with even more potential for future growth and thus presenting all
parties with an even greater opportunity in terms of revenue, sustained patient
loyalty, and increased market share. In 2010, IRMC commissioned a market
analysis with a consulting firm seasoned in service-line development to review
demographics, patient volume, and existing marketing and branding campaigns in
order to determine the success factors needed for a musculoskeletal service-line.
The report reinforced the opportunity for growth of existing services, and pointed
out the outmigration of cases to the competitive Pittsburgh market as rationale to
implement a comprehensive service-line development plan. Based upon the
unmet needs of the area and the medical skill set available it was determined that
the musculoskeletal service-line be pursued. Pursuit of this strategy also meant
deeper engagement and the need for a combined marketing and branding
campaign to highlight services of the joint venture that would be available with
the new facility. This marketing strategy would be crucial to the service-line’s
success, particularly because no “new” services were being launched initially.
Rather the two organizations would need to establish a program name and brand,
and follow with a very clear messaging campaign to referring physicians and the
community. Also supporting the rationale for a comprehensive service-line plan
was feedback from an orthopaedic care survey independently conducted by
IRMC of primary care physicians (PCPs) and the hospital’s patients from the
local market. In 2010, primary data was gathered surrounding PCPs’ perceptions
as to why patients chose orthopaedic care outside the area (outmigration) and
previous patients’ satisfaction regarding past care they had received from
physician practices and IRMC. The survey methodology included 11 PCP
interviews (in person) 15-30 minutes in length and 200 patients contacted with a
resultant 100 completed interviews. In order to achieve this 50% patient response
rate a pre-survey letter was mailed to each patient, then telephone interviews
followed with 30 scaled questions and eight open ended questions, resulting in
interviews lasting 10- 20 minutes in length per patient. In summary, the timing of
the joint venture to build a facility and pursue a service-line growth strategy
beneficial to both entities for the long term would give the partners a fresh
approach to aligning existing services which may be differentiated effectively
through positioning and marketing.

18
Stage two – service-line positioning strategy: In order to structure the service-
line, IRMC chose to utilize the service-line consulting group that conducted the
preliminary study discussed earlier because of their familiarity with the
objectives of the joint venture and their ability to direct and support execution of
the service-line. In 2010, the consultants added to the original study and
completed a market assessment, conducted surveys of hospital staff including
leadership and physicians, and subsequently formulated a service-line
development plan that outlined an infrastructure and provided programmatic tools
to structure the program. Consultants also sponsored workshops with internal
teams to develop program positioning and messages for the community and
referral sources which resulted in the development of a comprehensive marketing
plan for the service-line. A key strategic element was to adopt a brand name that
would establish recognition in the market. This institute sought was accomplished
through a service mark and program licensing agreement that IRMC entered into
with the consulting firm, who possessed a “turn-key” program branding package
that included a formal name and template marketing materials. The new service-
line and facility were combined resulting in a unified brand name – Human
Motion Institute SM. At the completion of the licensing contract, IRMC will own
the rights to the name. The service-line began to be organized in January, 2012. A
service-line director was hired in May, 2012. Because the institutes ought to
position them as having an array of premier musculoskeletal services in the
region it was necessary to support these perceptions with improved care pathways
and convenient service deliveries in order to reposition existing services in the
consumer’s mind. The marketing strategy objectives were outlined as follows:
establish program brand name and messages, create internal awareness, establish
brand relationships between the hospital and the surgeons, develop patient
education materials (print & web-based), identify target markets, and implement
direct to consumer marketing and referral source integration. Specifically, the
marketing communication strategies for the service areas included website
development, community talks with physicians, advertising in local media
outlets, printed promotional materials, billboards, transit bus advertisements, and
website analytics.

Stage three – positioning strategy outcomes: The new partnership provided a

unique differentiation opportunity to offer superior patient care while increasing
market share. What became apparent was that by a) aligning services, b) making
services available in one building, i.e. a “one stop shop” and c) improving
program quality, the more these underlying factors ably contributed to shaping a
strong marketing message (themed around “comprehensive” services at
“one/new” location that are “expert” in care). Initiatives undertaken to capitalize
on service-line opportunities were addressed by multi-disciplinary teams which
focused on patient care and volume, service delivery costs, care pathways, and
marketing/branding campaigns. Due to the high potential for impact, most efforts
were placed on achieving success with surgical procedures – namely inpatient
cases. This approach served to align physicians and hospital personnel in a
19
combined setting that fostered communication and process improvements. While
the list of examined outcomes is not exhaustive, for this work the researchers
determined it was most efficient to measure differences with inpatient care that
had been largely the focus of the service-line teams. The data are collected from a
four year period between fiscal year 2011 (which was before the launch of the
service-line) and fiscal year 2014 and provide results in three areas – patient
satisfaction, clinical outcomes, and financial impact

Patient satisfaction: Typically, the more pleasant the patient’s in-hospital

experience and more positive their surgical outcomes, the higher was the
satisfaction measurement. IRMC utilizes Press Ganey® Associates, Inc. to
measure patient satisfaction across the hospital. Percentile ranking is a measure
of how well the organization performs relative to a peer hospital group by
reporting what portion of the peer group is the organization scoring higher or
lower. For orthopaedic inpatient cases, the percentile ranking improved by 4%
over the period measured, reaching the 90th percentile. The inpatient survey asked
patients to rate their level of satisfaction across 11 categories shown in

Clinical outcomes: In the four year period reviewed, two areas – surgical
complications and length of stay for inpatients, major joint replacement cases
improved. Complications may be conditions that arise after surgery that can
range from infections or blood clots to life-threatening occurrences such as heart
attack or stroke. Complications are minimized through good surgical technique
and careful post-operative care. The rate of complications following surgery
declined by 23% and is attributed to the focus on patient care pathways by the
service-line teams both before and after surgery. The number of days that a
patient spends in the hospital following surgery, i.e. length of stay, realized an
8% reduction during the period. A decline in patient length of stay conveys
improved patient care and more rapid recovery. These factors contribute to
decreased costs for patients, hospitals, and insurance carriers.

Financial impact: The results for service-line contribution margin (net revenue
minus variable cost) reported a 13% increase for inpatient orthopaedic surgical
cases which is attributed to efficiencies in staffing, cost containment, and
improved clinical outcomes referenced previously. Conversely, total inpatient
case net revenue declined by 24% and outpatient case net revenue decreased by
5%. The onset of the Affordable Care Act in making an unprecedented impact on
patient out-of-pocket costs and insurance coverages is in part, a contributor to the
reduction in surgical volumes during the period.

RESEARCH DESIGN:

A research project conducted scientifically has a specific framework of research

20
from the problem identification to the presentation of the research report. This
framework of conducting research is known as the research design. A research
design is simply the framework or plan for a study that is used as a guide in
collecting and analysing the data. It is the blue print that is followed in
completing a study.

Definition-

According to Kerlinger.” Research design is the plan, structure, and strategy of

investigation conceived so as to obtain answers to research questions and to
control variances,”

According to Green and Tull. “A research design is the specification of methods

and procedure for acquiring the information needed. It is the overall operational
pattern or framework of the Project that stipulates what information is to be
collected from which sources by what procedures.

” Features of Research Design:

Objectivity:

The objectivity of the procedure may be judged by the degree of agreement

between the final scores assigned to different individuals by more than one
independent observer. The more subjective the observation, recording and
evaluation of the responses, the less the different observers agree.

Reliability:

It is not easily tested by either by the multiple-form or split half technique. The
test retest approach is the most effective measure of reliability as it refers to
consistency throughout a series to measurements.

Validity:

As in the case of reliability there are a good number of procedures for

establishing the validity of test, such as validating the present data against a
Concurrent criterion or a future criterion or a theory etc.

Generalization:

The next important aspects of a good research design is to ensure that the
measuring instruments used in a research investigation yield objective, reliable
and valid Data and has to answer the generalization of the findings.
21
Purpose of Research Design:

Accurate Result:

All the research activities have the purpose of answering research questions.
However, the manner of seeking answers to the research differs from situation to
situation according to the nature of the problem.

Control of Variance:

Second basic purpose of research design is the control of variance. Research

designs help in manipulation of experimental variable and the effect. i.e., the
dependent variable. To establish such a relationship, it is essential that the effect
of other variables, besides the experimental one, should be controlled. Such
variables are known as extraneous variables.

Replicate the Study:

To make study, in so far as possible, replicable, i.e., worth Repeating. This can be
done by avoiding situations and procedures which are clearly unique. 4. Provides
Blueprint: A researcher faces many problems like what sample is to be taken,
what is to be asked, what method of data collection is to be used and so on.
Research plan minimizes all these problems of the researchers because all
decisions are taken beforehand.

Facilitates Systematic Investigation:

This refers to determining whether only one cause out of many cause is to be
examined, only one hypothesis is to be tested. Since the objectives are clear and
structure is also provided, systematic investigation is possible

Visualizes and forecasts Potential Problems:

The researcher studies available literature and learns about new approaches.

Requirements of Good Research Design:

Well Defined Problems:

Nature and scope of the problem to be studied must be stated clearly, or say must
be well defined and formulated. Clarity in Formulation: If any hypothesis is to be
tested it must be clearly formulated.

Testable:
22
The research design must adequately answer the research questions. And test the
hypothesis.

Identifying Variables:

Relevant variables must be clearly identified and operationalized. Adequate

methods of collecting the information and methods of logically deriving the
Conclusion must be developed. Only then control of variance is possible.

Serve the Validity Needs:

The research design must be structured in a manner that it fulfils the need of
internal and external validity.

TYPES OF RESEARCH DESIGN:

The research designs are classified on the basis of the fundamental objective of
the research. They May be exploratory or conclusive

Exploratory Research:

Literature research

Survey of knowledgeable persons or experience survey

Case study

Focus Groups

Two-Stage Design

Projective Techniques

Research Hypotheses:

Hypothesis is an assumption that is made on the basis of some evidence. This is

the initial point of any investigation that translates the research questions into a
prediction. It includes Components like variables, population and the relation
between the variables. A research hypothesis is a hypothesis that is used to test
the relationship between two or more variables.

23
Characteristics of Hypothesis:

Hypothesis should be clear and precise. A good hypothesis is assumption or

explanation of why or how something occurs. Hypothesis should be capable of
being tested.

Hypothesis should state relationship between variables

Hypothesis should be limited in scope and must be specific

Hypothesis should be stated in most simple terms so that the same is easily
understandable by all concerns.

Hypothesis should be amenable to testing within a reasonable time. Hypothesis

must explain the facts what it claims to explain if the hypothesis is a relational
hypothesis, then it should be stating the relationship between Variables.

The hypothesis must be specific and should have scope for conducting more tests.

The way of explanation of the hypothesis must be very simple and it should also
be understood that the simplicity of the hypothesis is not related to its
significance.

Sources of Hypothesis

Following are the sources of hypothesis:

The resemblance between the phenomenons.

Observations from past studies, present-day experiences and from the

competitors.

Scientific theories.

General patterns that influence the thinking process of people.

Types of Hypothesis

There are six forms of hypothesis and they are:

Simple hypothesis
24
Complex hypothesis

Directional hypothesis

Non-directional hypothesis

Null hypothesis

Associative and casual hypothesis

Procedure of Testing of Hypothesis:

Set up a Hypothesis:

In the research process setting of hypothesis is done at the third step of the
Process. Then we collect sample data produce sample statistics, and use this
information to decide How likely it is that our hypothesized population parameter
is correct. 2. Set up a suitable significance level: Having set up the hypothesis,
the next step is to test the validity of Ho against that of HI at a certain level of
significance. The hypothesis are tested on a predetermined level of significance
and as such the same should be specified. Generally either 5% Level or 1% level
is adopted for the purpose.

Test Statistics:

The next step is to compute an appropriate test statistic which is based on an

appropriate probability distribution. It is used to test whether the null hypothesis
set up should be accepted or rejected.

Doing Computations:

Having taken the first three steps, we have completely designed a Statistical test.
We now proceed to the fourth step- performance of various computations- from a
random sample of size n necessary for the test. These calculations include the
testing statistic and standard error of testing statistic

Making Decisions:

Lastly, a decision should be arrived as to whether the mill hypothesis is to he

25
accepted and rejected. In this regard the value of the test statistic computed to test
the hypothesis plays a very important role.

Advantages of hypothesis to social research

Hypotheses are of different types and kinds and it is not easy to develop a good
hypothesis. But a Question arises as to what is its utility in social research. There
is not one but many advantages of hypothesis in social research. It is with the
help of hypothesis, that it becomes easy to decide as to what type of data is to be
collected and what type of data is simply to be ignored. Hypothesis makes it clear
as what is to be accepted, proved or disproved and that what is the main focus of
study. It helps the investigator in knowing the direction in which he is to move.
Without hypothesis it will be just duping in the dark and not moving in the right
direction.

A clear idea about hypothesis means saving of time money and energy which
otherwise will be wasted, thereby botheration of trial and error will be saved. It
helps in concentrating only on relevant factors and dropping irrelevant ones.
Many irrelevant factors which otherwise get into the study can easily be ignored.

26
DATA ANALYSIS

(LIST THE TOOLS USED) (PERCENTAGE ANALYSIS IS TOOL MUST

APART FROM THAT ANY TWO STATISTICAL TOOL MUST BE
USED)

Healthcare Data Analytics Software

Selecting the best vendor and solution can be challenging; it frequently involves
extensive research and considerations beyond the solution’s technical
capabilities. We’ve profiled some of the top healthcare data analytics software to
make your search a little easier in this article.

Overview

The modern healthcare industry generates massive data, which is often much
more complex and sensitive as compared to data from other sectors. To be able to
extract insights from this highly complex data, healthcare institutes need
powerful and dedicated analytical software that is able to process, and analyze
that complex data and perform various analytical modeling like predictive,
comparative, and cognitive modeling. All of these powerful analytical
capabilities are required to thoroughly analyze the complex healthcare data to
reveal insights, as well as, predict the best course of action.

Healthcare data analytics software is dedicatedly developed to handle the

complex data from the healthcare industry, as a means to improve the quality of
healthcare services, as well as, to minimize the costs of the medicinal procedure.
This software come with powerful healthcare data analytics tools to effectively
handle all challenges pertaining to the healthcare industry, as well as, offer real-
time analytics to doctors, physicians, and other paramedic staff as a means to
assist them in improving the quality of the digital health practice.

The healthcare data analytics software is able to understand the complex data
patterns from the data, giving real-time actionable insights to assist healthcare
practitioners to make well-informed and fact-based practice decisions; improving
the operational and financial performance of clinics and hospitals. Over the past
few decades, there’s been a massive surge in the implementation of rigorous and
advanced healthcare data analytics tools in the sector, as a means to improve the
quality of the practice and comply with complex regulatory requirements.

Keeping in view the high demand for healthcare data analytics software, many
vendors are offering dedicated analytical tools for the industry. In this blog, we
have listed some of the top vendors offering healthcare analytical solutions in the
27
market.

3 Reasons Why Your Healthcare Organization Needs Data Analytics

Based in Silicon Valley, Folio3 is known for its expertise and experience in
offering state-of-the-art analytical solutions to different businesses. Founded by
MIT graduates, Folio3 has become one of the biggest technological solution
providers in the USA and abroad.

The company has established its expertise as a healthcare data analytics solution
provider by developing multiple healthcare business intelligence solutions, which
are powered by leading technologies including Artificial Intelligence (AI),
Machine Learning (ML), Big Data, Natural Language Processing (NLP), and
more. The healthcare data analytics solutions offered by the company come with
intuitive and interactive interfaces and dedicated customer support solutions,
enabling healthcare institutions to leverage the complete potential of these
advanced analytical solutions. The company has already developed various
customized healthcare data analytics systems for some of the leading hospitals
across different countries.

SPSS – IBM Healthcare Data Analytics Software

28
IBM doesn’t need much introduction when it comes to developing high-tech
technological solutions. The New York-based company was founded back in
1911, and since then it has remained the leading tech company offering state-of-
the-art technology solutions across all sectors and industries. IBM operates five
distinct business segments including; technology services & cloud platforms,
cognitive solutions, systems and global financing, and global business services.
SPSS Software is a dedicated analytical technology solution by IBM that is
meant to give healthcare institutions powerful analytical tools to improve their
workflow processes & healthcare quality, while also increasing the productivity
of the institutes. IBM SPSS solution for healthcare analytics comprises advanced
tools and features that are able to perform predictive, prescriptive, and descriptive
analytics, thereby greatly improving the capacity of healthcare practitioners and
institutes to offer integrated and end-to-end solutions.

The company maintains a well-established and extensive geographical presence

across Asia, Europe, and the Americas.

Flatiron Healthcare Data Analytics Tool

Flatiron may be a relatively new name as compared to IBM, however, one look at
the investors backing the company reveals that the business is supported by the
likes of Google, Ventures, and Altos. Flatiron has been able to make its mark in
the healthcare data analytics software industry in a short span of time, becoming
a key player in the industry. At present, the company maintains a strength of
almost 500 employees working to develop an integrated and robust data analytics
solution for the healthcare industry. The healthcare data analytics tools offered by
the company are already used by healthcare institutes to manage the data of over
two million patients. Flatiron is also one of the leaders when it comes to
technology solutions for oncology.

Flatiron Healthcare Data Analytics Tool

Ayasdi is a well-established technology player that is already serving various

Fortune Global 500 businesses. In 2015, the company was declared “The
Technology Pioneer” by the World Economic Forum, establishing the
technological prowess of the company. Ayasdi offers ready-to-use healthcare
data analytics tools to boost the operational efficiencies of hospitals and clinics
across various areas including denials management, clinical variation
management, and population health predictions.

Health Fidelity – NLP Enabled Solution for Healthcare Analytics

Health Fidelity is a relatively new and small technology solution provider that is
aimed to offer healthcare institutions sizeable data analytics solutions. The
company works with around 80 employees and has managed to raise over USD
29
19 million in investment. Health Fidelity claims itself as the leader in the Natural
Language Processing engine, which is meant to assist healthcare practitioners to
leverage powerful analytical tools to assess areas of risks in their practice.

SAMPLE SIZE

Sample size calculations or sample size justifications is one of the first steps in
designing a clinical study. The sample size is the number of patients or other
investigated units that will be included in a study and required to answer the
research hypothesis in the study.

The main purpose of the sample size calculation is to determine the enough
number of units needed to detect the unknown clinical parameters or the
treatment effects or the association after data gathering.

If the sample size is too small, the investigator may not be able to answer the
study question. On the other hand, the number of patients in many studies is
limited due to practicalities such as cost, patient inconvenience, and decisions not
to proceed with an investigation or a prolonged study time. Investigators should
calculate the optimum sample size before data gathering to avoid the mistakes
because of too small sample size and also wasting money and time, because of
too large sample size. Besides, sample size calculations for research projects are
an essential part of a study protocol for submission to ethical committees or for
some peer review journals. It is very important to determine the sample size
according to the study design and the objectives of the study. Making mistakes in
the calculation of the size of sample can lead to incorrect or insignificant results.
In this paper, we explain briefly the basic principles of sample size calculations in
medical studies.

ASSUMPTION FOR SAMPLE SIZE CALCULATION

There are some assumptions in order to calculate the sample size including
variability, type I and type II errors and the smallest effect of interest.

Outcome’s variability

The variability in the outcome variable is the population variance of a given

outcome that is estimated by the standard deviation. Investigators can use an
estimate obtained from a pilot study or the reported variation the previously
studies.

The type I and type II errors

The type I error is the rejection of a true null hypothesis and type II error is the
failure to reject a false null hypothesis. In other meaning, a type I error is
30
corresponding to the level of confidence in sample size calculation, which is the
degree of uncertainty or probability that a sample value lies outside a stated limits
and type II error is in corresponding to power, which means the ability of a
statistical test to reject the false null hypothesis. Power analysis can be used to
calculate the minimum sample size so that investigator can detect an effect of a
given size.

Effect size

The effect size is the minimal difference between the studied groups that the
investigator wishes to detect or the difference between estimation and unknown
parameter which investigator wants to estimate. Therefore, one can makes a
statement that it does not matter how much the sample estimation differs from
true population value by a certain amount. This amount is called minimum effect
size.

Sample size calculation in cross-sectional studies

In cross-sectional studies the aim is to estimate the prevalence of unknown

parameter(s) from the target population using a random sample. So an adequate
sample size is needed to estimate the population prevalence with a good
precision.

To calculate this adequate sample size there is a simple formula, however it needs
some practical issues in selecting values for the assumptions required in the
formula too and in some situations, the decision to select the appropriate values
for these assumptions are not simple .The following simple formula would be
used for calculating the adequate sample size in prevalence study (4);
n=Z2P(1−P)d2 Where n is the sample size, Z is the statistic corresponding to
level of confidence, P is expected prevalence (that can be obtained from same
studies or a pilot study conducted by the researchers), and d is precision
(corresponding to effect size).

The level of confidence usually aimed for is 95%, most researchers present their
results with a 95% confidence interval (CI). However, some researcher’s wants to
be more confident can chose a 99% confidence interval.

Researcher needs to know the assumed P in order to use in formula. This can be
estimated from previous studies published in the study domain or conduct a pilot
study with small sample to estimate the assumed P value. This assumed P is a
very important issue because the precision (d) should be selected according to the
amount of P. There is not enough guideline for choosing appropriate d. Some
authors recommended to select a precision of 5% if the prevalence of the disease
is going to be between 10% and 90%, However, when the assumed prevalence is
31
too small (going to be below 10%), the precision of 5% seems to be
inappropriate. For example, if the assumed prevalence is 1% the precision of 5%
is obviously crude and it may cause inappropriate sample size .A conservative
choice would be one-fourth or one-fifth of prevalence as the amount of precision
in the case of small P. In Table 1, we presented sample size calculation for three
different P and three different precisions. For P = 0.05, the appropriate precision
is 0.01 which resulted to 1825 samples. For P = 0.2, the best precision would be
0.04 and when P increases to 0.6, the precision could increases up to 0.1 (or
more), yields to 92 samples. The investigators should notice to the appropriate
precision according to assumed P. The wrong precision yields to wrong sample
size (too small or too large).

Table 1.1

Sample size to Estimate Prevalence with different Precision and 95% of

confidence

Precision Assumed Prevalence

0.05 0.2 0.6

0.01 1825 6147 9220

0.04 114 384 576

0.10 18 61 92

SAMPLE SIZE CALCULATION IN CASE-CONTROL STUDIES

The case-control is a type of epidemiological observational study. It is often used

to identify risk factors that may associated to a disease by comparing the risk
factors in subjects who have that disease (the cases) with subjects who do not
have the disease (the controls).

The sample size calculation for unmatched case control studies (the number of
cases and controls) needs these assumptions; the assumed number of cases and
controls who experienced the risk factors from similar studies or from a pilot
study (also researchers can use the assumed odds ratio; OR), the level of
confidence (almost 95%) and the proposed power of the study (would be from
80%). There are software or guide books that provide the investigators with the
32
formula or the sample size calculated in tables according to different
assumptions. But researchers should remember that, in the presence of a
significant confounding factor, researchers require a larger sample size. Since the
confounding variables must be controlled for in any analysis, a more complex
statistical model must be made, so a larger sample is required to achieve
significance.

SAMPLE SIZE IN CLINICAL TRIALS

In a clinical trial, if the sample size is too small, a well conducted study may fail
to answer its research hypothesis or may fail to detect important effects and
associations. The minimum information needed to calculate sample size for a
randomized controlled trial includes the power, the level of significance, the
underlying event rate in the population and the size of the treatment effect sought.
Besides this, the calculated sample size should be adjusted for other factors
including expected compliance rates and, less commonly, an unequal allocation
ratio.

There are some recommendations for different phases of clinical trials based on
their sample size; in phase I trial that involve drug safety on human volunteers.
Initial trials might require a total of around 20-80 patients. In phase II trials that
investigate the treatment effects, seldom require more than 100-200 patients.

33
 CHAPTER – 4

DATA ANALYSIS AND INTERPRETATION:

 Listing out the nurses, doctors, manager, and secretary in the particular
given hospital.

 Listing out the equipment’s in the hospital.

 Collecting their patient’s personal details and analyzing in various

departments such as neurology, oncology, nephrology etc...

 Analyzing their needs and predicting the holistic home care services

 Providing home care services at their doorstep

 Bringing hospital set up in their home

34
 FINDINGS:

 Maintaining a deep knowledge of company products and services.

 Building and maintaining strong relationships with prospective and existing

clients.

 Researching and pursuing new business opportunities.

 Identifying clients’ needs and requirements and proposing suitable solutions.

Providing clients with comprehensive product/service consultations and guiding
their decision-making process.

 A company follows market based wage and salary system for the employees but
they set a little lower compared to the other organizations.

 For the training purpose they used to need analysis, organizational analysis, task
analysis and person analysis is used widely.

 Different incentives, benefits like bonus, festival bonus, performance bonus,

profit sharing, commissions , provident fund , gratuity, medical insurance, group
insurance, accidental insurance or prevailed in the organizations.

35
 SUGGESTIONS:

 Time management is very essential and it should not be ignored at any level of
the process.

 The compensation policy should be reorganizing to attract efficient people to the

organization. Because the basic salary is not high at O2 saver pvt Ltd.

 The women should provide better performance to the organization, for this they
should be more trained.

 Working hours can be reduced

36
CONCLUSION:

Service positioning is a very important aspect in marketing strategy since a better

marketing mix has to be implemented for it to be successful. In developing an
efficient communication plan, it is realized that main focus should be made on
the targeted customer group as well as developing the list of needs for the
customers that the market researcher intends to meet. In this case, researcher has
to meet with the people who have access to accommodation services in a special
institution. After all that is done, then it would be important to list the services’
benefits that uniquely met the needs. This is a very important marketing concept
that has to be used to realize the mission and vision of a particular institution

Company positioning should be done on the basis of information, including

market analysis and an assessment of your current position, and comprehensive
research of the customers’ needs. The foundation of positioning is the idea that
you broadcast. This research enables you to choose the relevant positioning
method and develop the proper strategy. Your brand is the vehicle for your idea.
Its proper presentation — mental, emotional, and visual — guarantees your
taking up the desired position in the marketplace. It’s a prerequisite for success
and the advancement of your business.

37
 QUESTIONNIARE
1. Gender of the employee
a) Male
b) Female
2. Age of the employee
a) 20-25
b) 25-30
c) 30-35
d) 35-40
e) Above 40
3. Educational qualification of the employee
a) SSLC
b) Diploma
c) HSC
d) UG
e) PG
4. Experience of working
a) 1-5 month
b) 5-10 month
c) 10-15 month
d) 15-20 month
e) Above 2 years
5. Which category of employee you are
a) Regular
b) Contract
6. You are happy with you job
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree

38
7. The relationship with your superiors is better
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree
8. Your organization motivates you better
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree
9. Top management is interested in motivation the employee
a) Best
b) Good
c) Better
d) Bad
e) Very bad
10. As an employee what kind of motivation do you really expect from your supervisor
a) Promotion
b) Increase salary
c) Bonus
d) Rewards or awards
e) Tour
11. Your organization recognize your creativity in the work
a) Agree
b) Strongly
c) Neutral
d) Disagree
e) Strongly disagree

39
12. Effective motivation leads to higher performance
a) Agree
b) Strongly
c) Neutral
d) Disagree
e) Strongly disagree
13. You think that positive motivation will work all the time
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree
14. Did the performance appraisal given for deserved employee
a) Agree
b) Strongly
c) Neutral
d) Disagree
e) Strongly disagree
15. Do you think that your organization providing freedom to the employee to take decision
a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree
16. You think that counselling is essential you in case of professional
a) Agree
b) Strongly
c) Neutral
d) Disagree
e) Strongly disagree

17.You’re happy with your salary

a) Agree
b) Strongly
c) Neutral

40
d) Disagree
e) Strongly disagree

41