Getwell Medical and Diagnostic Center

G-10 Markaz, Islamabad

A REPORT SUBMITTED TO THE DEPARTMENT OF MANAGEMENT

SCIENCES, VIRTUAL UNIVERSITY OF PAKISTAN IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF
BACHELORS IN BUSINESS ADMINISTRATION

Student ID: bc190401140

Baseer Ehsan

Session: Spring 2023

Submission Date: July 5, 2023

Department of Management Sciences,

Virtual University of Pakistan
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ACKNOWLEDGEMENTS
In the Name of Allah, the most high and merciful, first of all, I would like to thank Allah
for helping me in the entire course of my internship, It is with Allah’s help and guidance
that I have been able to complete my internship at Getwell Medical and Diagnostic
Center, without his grace and help, nothing would have been possible. I would like to
thank Dr, Syed Ahmed Sohail, The CEO of Getwell Medical Center for Providing me
with the great opportunity to complete my internship at Getwell Medical Centre which is
compulsory for the degree of Bachelors in Business Administration, I would also like to
thank the Marketing Department for helping me, guiding me and providing me with a lot
of knowledge which will be really helpful for me in my upcoming career, In Sha Allah. I
am very grateful to my Instructor who guided me, supervised me and trained me during
the entire course of my internship and imparted me with great amount of knowledge and
also enabled me to gain practical experience of marketing, Without his guidance,
supervision and leadership, I wouldn’t have been able to complete my internship. I am
deeply grateful to him. I am also very grateful to all my Professors and instructors who
have guided me in all the courses I have studied during my Bachelors In Business
Administration program at Virtual University, without their guidance and help, I
wouldn’t be here today. I am proud to be a student of Virtual University of Pakistan and
have gained an immense amount of knowledge and practical experience during the entire
course of my studies. I would also like to Thank my Mother, who being a single mother,
devoted a lot of time and effort for my studies and provided for me. I wouldn’t be here
without her support. I am also grateful to my Virtual University Internship course
supervisor for providing me with support and guiding me, addressing my concerns,
helping me and supervising my work. A lot of effort went into constructing this report
and it was a challenging task which would have not been possible without the help of
others and I would like to thank all persons who have helped me during this journey.
Lastly I would like to express my gratitude to all my friends and to my family who lifted
my spirits and enabled me to finish this report within the given time. I am also very
grateful to virtual university for providing me top class education from my door-step and
every facility a modern, successful and prestigious university offers it’s students. Virtual
University has taken the education of it’s students very seriously and ensures that the
students at the end of their Bachelor’s in Business Administration Program, get practical,
real life experience of business and marketing in an Institution by completing a 6 weeks
internship. I would also like to thank the entire staff of Getwell Medical and Diagnostic
Centre for assisting me with my internship and lastly, I would like to express my
gratitude to my brother who guided me and supported me in compiling this internship
report. I express a lot of gratitude towards all my primary and secondary school teachers
too as without their support and guidance, I wouldn’t have been able to reach this step in
My education and I express my gratitude to My Matriculation and I.C.S. Tutors, Mr
Usama Hassan and Mr Amir Iqbal respectively who taught me, supported me and lifted
my spirits and guided me in the fundamental subjects. And I would like to Thank my
First Principal Mrs Nasim Iqbal who believed in me when I was a kid and helped me
and guided me to a great extent.

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EXECUTIVE SUMMARY
I have completed my 7 weeks internship in marketing and sales at Getwell Medical and
Diagnostic Center, G-10 Markaz Islamabad. I have learnt about the way an organization
structures it’s marketing department, the way a organization conducts it’s Marketing
activities, How an organization works, the hierarchy, chain of command, centralization,
decentralization and relationships, power dynamics, It is a centralized organization and
uses functional form of departmentalization. I’ve learnt about different marketing
strategies followed by Getwell Medical Centre, I have participated and assisted in Market
research activities, Market Segmentation activities, Management of Social Media and
advertising campaigns. I’ve learnt about the various segmentation strategies, promotional
strategies used by the organization, Distribution strategy, Pricing Strategy and All about
Product Development and Management. I’ve also learnt a lot about brand management
and positioning and participated and assisted in activities of Brand positioning and
management. Ive got practical hands-on experience of working in the marketing
department of an organization. I have been given many tasks and responsibilities and
with proper guidance from my supervisor and department, I was able to perform them
diligently. This experience definitely thought me a lot of crucial things about marketing,
business and sales and I got real life experience of working in these departments which I
think will be very helpful in my career ahead.
I’ve had the opportunity of learning from the head of marketing department. I’ve also
gained knowledge and experience of the different advertising approaches and methods
getwell medical centre utilizes. Getwell Medical Centre is a modern and successful
hospital with 12 beds and it has a vision of high quality healthcare at affordable prices
and getwell with highly qualified professionals does not fail in its goal. It has a flatter and
functional organizational structure. It uses the Line brand strategy and makes use of
Online and Social Media Advertising. It is performing satisfactorily as compared to its
major competitors and it is performing many services better than it’s major competitiors
It is a service organization predominantly. It has a successful sales department too and I
got practical experience of working in sales operations. I participated in Sales, Customer
relationship building, Sales issues management. I learnt about different sales
methodologies Like SNAP selling and different processes.
There is a proper Customer Relationship Management System through the use of modern
software and other methods and a sound customer service policy in place. I participated
in the SWOT analysis of the organization and Critical Analysis and came to some
conclusions about the organization and prepared some recommendations and tips for the
organization to follow for its improvement. When it comes to sources of information,
most were from the organization’s executives, managers, heads and other employees
through personal communications however information was also obtained through the
organization’s websites and articles cited in references section of this report. It was a 7
weeks internship program with qualified Internship instructor.

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They treated me like a real employee and imparted me with many crucial skills and
knowledge. Getwell sure has a lot of challenges, weaknesses and threats to overcome,
still it is striving towards success and is in a constant improvement struggle and not
giving up. It has definitely come a long way and it will too.

TABLE OF CONTENTS:

ACKNOWLEDGEMENTS................................................................................................iv
EXECUTIVE SUMMARY………………………………………………………………v
TABLE OF CONTENTS…………………………………………………………………vi
OVERVIEW OF THE ORGANIZATION……………………………………………….7
ORGANIZATIONAL STRUCTURE……………………………………………………
10
PLAN OF INTERNSHIP PROGRAM…………………………..15
TRAINING PROGRAM…………………………………………16
STRUCTURE OF MARKETING DEPARTMENT……………..20
FUNCTIONS OF THE MARKETING DEPARTMENT………..22
STRUCTURE OF THE SALES DEPARTMENT……………….25
FUNCTIONS OF THE SALES DEPARTMENT………………..27
CUSTOMER SERVICES DEPARTMENT ……………………..29
CRITICAL ANALYSIS………………………………………….31
SWOT ANALYSIS………………………………………………32
CONCLUSION…………………………………………………...33
RECOMMENDATIONS…………………………………………34
REFERENCES……………………………………………………34
ANNEXES………………………………………………………..35

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OVERVIEW OF THE ORGANIZATION

i. Brief History:
Getwell Medical Centre was founded in 1994 by Dr Syed Ahmed Sohail who is a very
qualified and successful diabetologist with foreign education who belongs from a highly
qualified and successful family who also are stakeholders in other businesses, He is also
the CEO of the organization. Getwell Medical Centre started as a clinic and underwent a
lot of success. It first also become a diagnostic centre along with a clinic and over the
years underwent lots of expansions and eventually became a hospital. It is a 12-bedded
hospital with access to state of the art medical equipment & technologies and employs the
services of highly qualified medical practitioners and it serves the need of many
customers who are looking for proper healthcare at reasonable rates According to Mr.
Chaudhary Ali (Personal Communication, May 2023)

ii. Nature of the Organization:

Getwell Medical Centre is a 12-Bedded Hospital Located in G-10 Markaz Islamabad and
is a Services Organization as it engages in providing medical care services, medical
treatment and diagnostics facilities all of which fall under the services sector. It is a small
organization and has 3 product lines including Healthcare Services, Diagnostic Services
and Pharmacy. It operates under its original brand name and has no other brands. It
mainly focuses on providing affordable but quality healthcare services and medical
treatment. As a services organization, it does not manufacture any products. It is actively
engaged in Branding activities and uses Line Branding Strategy. It is a healthcare
organization and it is not a very large organization with tall hierarchy and hence is very
different from large organizations which have a multitude of brands commonly and use a
mixture of various branding strategies. It places a great emphasis on marketing and
branding and is actively engaged in marketing and branding activities as obviously it is
very crucial for any organization to pursue a particular branding strategy or a mix of
different branding strategies and engage in marketing activities. The organization also
focuses on maintaining friendly and good relationships with its customers and engages
proactively in customer relationship management activities and as a result has a happy
and loyal customer base. The organization also offers discounts to the needy and poor
regularly. It has a flat organizational structure and does not have a huge workforce.

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organizational culture is collectivist and focuses on serving the customers greatly
and satisfying their needs, Increasing productivity, increasing efficiency and safeguarding
employee interests. There is an emphasis on work environment too and it is clean, free
from distractions and comfortable. There are 3 shifts Morning, Evening and Night and It
is open 24 hrs a day, 7 days a week and even on national holidays providing an immense
facility for residents of G-10 Markaz in case of emergencies.
It is thus an organization
that serves its customer base very well and provides huge facility and convenience for its
customers. According to Dr. Syed Ahmed Sohail (Personal Communication, May 2023)

iii. Product Lines and Brand Portfolio of the Organization:

Getwell Medical Centre provides 24hr healthcare and treatment and diagnostic facilities
Their product lines are as follows:

Getwell Medical Centre

Product Line 2: Product Line 3:

Product Line 1: Diagnostic Services Pharmacy
Healthcare Services

1.24/7 Healthcare 1. Digital X-Ray 1. 24/7

Service 2. Ultrasound Pharmacy
2. Operation Theatre 3. State of the Art 2. Medicines
Laboratory

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 3. Vaccination 4. ECG
Services 5. Blood Complete
4.Dental Clinic Picture Test
5. Labor Room 6. Liver Function
6. Obstetric Services Test
7. Laser Skin 7. Urine Test
Treatment 8. COVID-19 Test.
8. Eye Specialist
9. Dental Clinic
10. Gynaecologist
11. Cardiologist
12. Urologist
13. Psychiatrist
14. Child Specialist
15. Skin Specialist
16.Sonologist
17.
General .Physician
18. OPD

Brand Portfolio:
Getwell Medical Center is a small, Services organization, It operates under its own
principal brand and does not own/ have any other brands therefore it does not have a
brand portfolio as a brand portfolio shows all the brands and sub brands owned by a main
principal brand. It does not manufacture products. But it does offer a diverse range of
services which are its products. These services all come under its principal brand. It has 3
product lines offering a multitude of services and facilites for its customers. It provides
healthcare services, medical treatment, diagnostic services and operates a pharmacy.
According to Mr. Mohsin Kamran Gondal (Personal Communication, June 2023.)

Branding Strategies:
Getwell Medical Centre has three product lines offering different services
Under a principle brand. Getwell does not own any other brands apart from its own
principal brand. Line Branding Strategy is used by the organization and other type of
strategies such as umbrella, source, product, endorsing or any other is not being used as it
does not manufacture products and does not own multiple brands.

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Main Clients:
The main clients of GetWell Medical Center are
1. Patients who want healthcare and medical treatment and Patients seeking
Medicines and Healthcare
2. Various Drugs and Medicine distributors who engage in distributing medicines to
Getwell Medical Centre’s Pharmacy.
3. Other clients include Medical Supplies Distributors.

Main Competitors:
The Main Competitors are:
01. Life Care International Hospital in G-10 Markaz Islamabad which is a slightly
bigger and is endowed with more medical faculty and resources which is the main
and direct competitor of Getwell medical centre
02. Latif Healthcare Centre G-10 Markaz Islamabad
03. Ansari Medical Centre G-10 Islamabad.
04. Australian Clinic in G-10 Markaz Islamabad which has an expert faculty of
Gynaecologists and State of the art Ultrasound Facilities and deals in Fertilization
Problems and their treatment.

Organizational Structure:

i. Organizational Heirarchy Chart:

Following is the organizational hierarchy of Getwell Medical Centre. Represented by this
Organization Heirarchy Chart. Getwell Medical Centre generally has a flatter
organizational hierarchy. Following is the hierarchy chart:

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 Chief Executive
Board of Directors
Officer

Managing Director Chief Information

Officer

Director
Director of Marketing Director HR Director Accounts Director Sales
Administration

General Manager General Manager General Manager General Manager General Manager

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ii. No of Employees:
Currently Getwell Medical Centre has a workforce of 90 employees.

iii. Introduction of All the Departments:

Getwell Medical Centre is divided into many departments:

Chief Executive
Board of Directors
Officer

Accounting Marketing
HR Department Sales Department
Department Department

1. Accounting Department:
The accounting department at Getwell is responsible for budgeting, preparing and
allocating salaries to employees, managing the utility bills, taxes, and other expenses
of the organization, tracking and keeping a record of expenses of the organization,
calculating revenues and profits, preparing financial statements and analyzing
financial statements and overseeing the financial position of the business. Getwell
Medical Centre’s accounting department is also dealing with invoicing related with
outpatient care and inpatient care and also dealing with procurement fees of materials
and fees of managing of devices and facilities including the monitoring room. Since
its inception, Getwells accounting department has played a very pivotal role in
betterment of performance of the organization. During current times, Getwell has
shifted their focus towards integration of satisfaction and efficiency which is the
current favored approach by most business to improve effectiveness of the
organization.

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The accounting department is very important and vital in the functioning of getwell as
Without the performance of Accounting department’s functions, an organization
simply cannot function.
Without accounting department, there will be no budgeting, no asset management, no
salary disposal, no financial statements, no record of transactions, no record of profit
or loss, performance evaluation will not be possible, financial feasibility and health of
the organization cannot be determined. Getwell’s Accounting department is
performing all of these vital accounting functions.

2. Marketing Department:
Getwell’s Marketing Department oversees and handles all the marketing functions. It
engages in Market Research, It defines our brand and has established it. It handles
advertising, promotion, Market Research, Segmentation, Online and social media
marketing and other marketing activities. The marketing department also formulates
advertising strategy, plans advertising activities. It also handles all promotional
activities. Our Marketing department plays a huge role in the functioning of our
organization. No organization can survive without marketing and our department
performs all marketing functions efficiently and effectively. Our marketing
department creates s strong image of our organization. Our Advertising branch within
the marketing department is our voice and it is here that our brand is elegantly
fashioned and communicated says our handling director and his view is consistent
with the Senior Supervisor of Advertising and Marketing . As a medical organization
makes a lot of investments in infrastructure and offerings , obviously there is a need
for promoting the offerings of the medical organization and this vital function is
fulfilled by our marketing department alongside other vital functions. Our marketing
department is responsible for all our customers and clients, distributors, investors etc
because it is this department that reaches out to prospective customers, clients,
investors etc. Our Marketing Department also engages in Customer Relationship
Management activities and fosters good relationships with our customers.

3. Human Resources (HR) Department:

Getwell has a successful and efficient HR department which oversees the recruitment
and selection of employees, handles conflicts and other issues between employees,
regulates the workforce, manages employees, trains employees and internees,
Manages the services provided to employees and the benefits provided to employees,
takes action against unruly employees, creates safety in the workplace and addresses
the problems and concerns of employees. Workforce development activities are also
being carried out to beter employee’s skills so they can apply this knowledge,
understanding and facts for improving practical conditions. We are constantly
improving and grooming our employees for positions carrying more duties and
responsibilities and for interpersonal, analytical , specialized capabilities.
The hiring practices of Getwell are without discrimination on race or religion and are

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 based on hiring the right person for the right task and meritocracy. Our HR
department emphasizes that employees be truthful, competent and emphasizes on
integrity and doing the right thing. HR department also administers a number of rules
and regulations which are required to be followed in areas of recruitment, workplace
practices, salary and employment conditions. Our HR department plays a very vital
role in management and success of our organization and ensures that the right people
possessing right abilities, qualifications and skills are hired and are working in the
organization which contribute to the organization efficiently and effectively and that
employees follow all rules and regulations which results in a proper and systematic
workplace system which ultimately leads to the success of the organization.
Doctors and other staff are administered proper training both on and off the site.

4. Sales Department:
The Sales Department at Getwell Medical Centre is the department responsible for
the sale of Services and Products of Getwell Medical Centre. It performs many functions
like Selling of Services and Products, Building Customer Relationships, increasing
profitability, Handling Sales issues and conflicts, dealing with customers, researching and
prospecting and in many other functions. It is one of the most crucial departments along
with Marketing department and works closely with the marketing department

Comments on the Organizational Structure:

1. Departmentalization:

The organizational structure of Getwell is a flat organizational functional structure.

Getwell is departmentalized by functional form of departmentalization into 4 major
departments which oversee the 4 corresponding major functions of an organization
These 4 departments are:
01. Accounting Department which performs, manages and oversees the Accounting
functions and activities
02. Marketing Department which performs the marketing functions and manages
them and oversees the marketing activities
03. The HR department which performs and oversees HR activities, duties and
functions.
04. The Sales department which is responsible for selling of services and producrs of
the organization and performs many crucial functions like selling of products and
services, building customer relationships, handling sales issues and conflicts,
dealing with customers, researching and prospecting and many other functions.
2. Chain of Command:
The most Authority and Responsibilty is vested in the CEO of Getwell Medical
Centre and then also a very substantial amount of authority and responsibility is

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delegated to the managing director and chief information officer followed by
considerable authority and responsibility delegated to functional departmental heads
followed by the least amount of authority vested in the front line employees. It has a
relatively short chain of command with most authority vested in senior executives and
middle level managers and lowest level of authority vested in the front line
employees at the bottom of the organizational structure.
The CEO is responsible for making all major decisions regarding the hospital, it’s
finances, rules, laws, policies. Fee structure etc. The Managing director has authority
over all departmental heads and can control the organization’s operations ensuring
that it achieves it’s organizational objectives and has the authority to make major
decisions regarding the functional departments. The chief information officer is
responsible for all IT operations and execution of IT strategies in the hospital’s
operations. The functional heads have a lot of authority vested in them for making
decisions regarding their departments and have responsibility for the proper and
successful functioning of their departments. General managers and front line
employees have a minimal amount of authority to make daily routine operating
decisions.
4. Span of Control:
The functional managers, General Managers and Supervisors in Getwell Medical
Centre are not responsible for a lot of employees and are able to control and manage
employees efficiently and effectively. The organization is a small organization and
does not have a lot of employees. Each Manager is responsible for a small number of
employees and there are not inefficiencies caused by too many employees under one
manager or supervisor.
5. Centralization/Decentralization:
Getwell Medical Centre is a centralized organization. The decision making authority
in getwell is Centralized in the hands of the CEO and Senior Executives. Other
employees do not have the authority to amend or change the decisions taken by the
CEO or Senior Executives. Decision Making Authority and All Authority is
centralized at the Top Management Level.
Plan of Internship Program: I completed my 7 weeks internship program
at the only branch of Getwell Medical Centre located in G-10 markaz Islamabad. It is
a great place for internees as they offer a great internship program with a friendly,
courteous atmosphere with highly qualified managers and instructors to teach you and
a great experience of the actual corporate world. I completed my Internship program
and performed all my internship activities and duties in this very branch in the
Marketing Department.It is the only and main branch of Getwell Medical Centre and
features a state of the art marketing department under which there are other sub
departments
The Marketing Department’s Manager is Mr. Mohsin Kamran Gondal who is very
qualified from Abroad. Mr. Aamir Afzal Abbasi is the assistant Marketing Manager.
I started my Internship there on May 8, 2023 and completed my Internship on June
26, 2023

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I got training in The marketing department and Sales Department and various sub
departments under the marketing department such as
1. The advertising department
2. Public Relations Department
3. Brand Management
4. Branding.
They treated me like an actual employee and guided me very carefully and taught me
a lot of important concepts and methods of marketing, they assigned me with a lot of
Marketing duties and supervised me very carefully.

Training Program:
I completed my 7 weeks internship in the Marketing department and other marketing
related departments in Getwell Medical Centre. I worked as an Internee in the
following Departments:
1. The Marketing Department
The marketing department at Getwell Medical Centre Is managed by Mr. Mohsin
Kamran Gondal who is the Marketing Manager and He is assisted by His Assistant
Manager of Marketing, Mr. Amir Afzal Abbasi. following are the operations and
activities performed in the Marketing Department of Getwell Medical Centre, As an
internee, I participated in many of these activities and also was an observer of these
activities. I was tremendously guided by my instructor and got a tremendous
experience and skills.
1. Market Analysis:
Marketing analysis is the analysis of the market an organization is operating
in. It provides us with information about our potential customers, how
interested they are or will be in our product, it provides us with information
about our target market, our competitors, trends in the market, customer wants
and needs, success potential of a potential product, opportunities and threats
etc in the Market we are considering to partake business activities in.

Market analysis is a very important part of marketing process and without

market analysis, we can not achieve any success in Marketing. Marketing
personnel at getwell are constantly analyzing the market for healthcare
services and to do so they are using very sophisticated and state of the art
technologies and methods. Methods like Competitor Analysis in which we
analyze our competitors, their products, their strengths, their weakness to stay
aware of any threat to our business or product due to their activities, SWOT
analysis where we analyze the strength and weakness of our own organization,
focus groups discussions in which similar people with similar demographics
are interviewed/ consulted about a product or service and forecasting in which

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we greatly analyze our data to find out whether our marketing efforts will be
successful or not are constantly used. The Marketing Personnel also
constantly monitor their ratings on the internet, they evaluate their customer’s
feedback through Whatsapp as they receive feedback through whatsapp
business.
2. Market Segmentation
Based on the Analysis of the Healthcare market, the marketing personnel at
Getwell Medical Centre are engaged in the process of dividing the target
market into different groups of customers to approach and acquire and retain
them. The target market is divided into different segments of customers on the
basis of demographics, psychographics, geography and behavior. Information
on demographics, psychographics, geography and behavior of the target
market is obtained through constant continual market research by the
Marketing department which performs this through a network of various
channels. Getwell’s Marketing Department keeps a constant look at the
Market trends and the behavior of customers, The crucial function of Market
Segmentation is another very important function performed by Getwell’s
Marketing department.
3. Advertising.
The Marketing department at Getwell Medical Centre works in great harmony
with various advertising agencies to advertise it’s brand and services offered
through various mediums and channels like the Internet, Billboards,
Signboards, Posters etc. Getwell allocates a big amount of its budget towards
advertising activities and this does payoff as advertising generates a lot of
revenue and results in growth of the organization. Advertising establishes the
brand and establishes the brand’s identity and image. The most commonly
used medium of advertising used by Getwell is Internet. It advertises a lot on
Social Media Platforms.

4. Public Relations:
It is one of the most critical functions performed by Marketing Department at
Getwell. Various Managers are engaged in the betterment of the image and
reputation of Getwell. They engage in maintaing great relationships with the
customers, suppliers and clients and are very cooperative and help in resolving
any concerns of the customers, clients, suppliers and other stakeholders.
Getwell Medical Centre’s PR Managers also organize various Seminars and
Conferences and reinforce and improve the name and reputation of their
organization.

5. Marketing Strategy and Plan Formulation

The top Marketing Executives and the Head of the Markerting Department
Collaborate and in close coordination with the CEO and other executives of
the organization,

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 devise the organization’s marketing strategy and Marketing Plan. These two
critical documents document all the crucial steps the firm will take and how
will it take them to achieve the marketing and business goals of the
organization. They outline the important strategies the firm will take, the
actions it will take, the rules and policies it will implement and states how will
the organization monitor the results of implementing the strategies and the
plan and how will the organization control the implementation. The
company’s value proposition is also included in the marketing strategy along
with demographic and other data of the target market.
This is one of the most critical function performed by the marketing
department

Tasks assigned to Me:

1. I was given the responsibility of running the social media campaign and
managing the social media of the organization and responding to
customer;s queries and complaints and to attempt to solve their problems
as to maintain a good relation with the customers as part of CRM.
2. I was given the duty to present various projects in front of the
organization’s clients and suppliers..
3. I was responsible also for assisting the staff in administrative duties like
preparing various office letters, applications, duty rosters for the doctors
and other staff, submitting bills and various other tasks
4. I was shown by My instructor, The Development of the Marketing
Strategy and The development of the marketing plan. I attended the
discussions and meetings between Marketing and Other Executives
regarding the creation and implementation of Marketing strategies.
5. I observed the data obtained from Market Analysis and Market Research
6. I Observed the data from SWOT analysis of the Organization.
7. I was given the task of Personal Selling certain Medicines which were
sponsored by Getwell..
8. I was given the task of assisting in and observing Market Research and
Competitor Analysis
9. I was given the tasks of Assisting in day to day administrative tasks of the
Marketing Department.
10. I was given the task of analyzing various market trends and data obtained
from Market Research.
11. I was given the task of Assisting in Market Segmentation.

02. Sales Department:

The Sales Department at Getwell is Headed by Mr. Muhammad Saqib who is the
Director of Sales and Assisted by Mr. Asim Raza.

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I also worked as an internee in the sales department and got a lot of real life experience
and skills and knowledge of the activities performed by the sales department, the crucial
functions performed by the sales department and the major decisions taken and policies
devised by the sales department. I was treated like a real employee and I was given
proper instructions and training on major sales asks, functions and activities. The
activities performed by the sales department are as under:
01. Selling of Services and Products:
The sales department at Getwell is responsible for the selling of it’s healthcare
services and pharmaceutical products and medicines of its pharmacy. It oversees all
selling activities and functions and manages them. The sales department handles all
sales issues and conflicts, returns and exchanges and engages in building and
maintaining great relationships with customers.
02. Preparation of Sales Plans:
This department is responsible for preparing the sales plans by identifying sales goals
and objectives. The sales plan is a crucial document outlining the target market,
company’s goals, sales processes, resources and tools. The sales team at getwell
along with the director of sales, CEO and other executives devise Sales plans and
oversees the implementation of them as well.
03. Customer Retention and Customer Relationship Building:
Getwell Organization has a strong CRM system that is implemented along with
various other customer retention techniques to maintain long term and good
relationships with customers and to retain them. It uses Sales force CRM software
and Works in close coordination with Marketing department for customer retention
04. Handling Sales Issues:
The sales department handles all sales related issues and conflicts of the organization.
As an internee I was a participant and observer of all these critical activities and I gor
guidance by the Sales director himself and I got practical sales department
experience.

Tasks assigned to Me:

01. Using CRM Sales force Software and managing customer interactions, replying to
their queries, complaints and feedback
02. Assisting in and Observing during the development of Sales Plans
03. I was given the responsibility of handling routine sales conflicts at the pharmacy
sales desk and at the reception/ cashier desk at the hospital
04. I accompanied Sales Representatives in Personal Selling efforts
05. I was given the task of identifying sales opportunities
06. I Managed the organization’s website and social media campaigns
07. I was assigned the routine administrative tasks of the sales department too like
preparation of letters, files etc

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 08. I was given the task of preparing brochures
09. I was given the task of sales presentations
10. I Was given the task of Assisting in Dealing with prospective clients and
Assisting in making sales offers to them.

Structure of The Marketing Department:

Department Heirarchy:

Head of Marketing
Department

General Manager General Manager

General Manager PR
Sales Advertising

Salesperson (Market
Art Director PR Writers
Agents)

Getwell is a small organization and it doesn’t have a tall hierarchy.

No of Employees Working in the Marketing Department:

The current number of Employees working in the Marketing Department are 20.

Operations of Marketing Department:

There is a designated group of Marketing personnel and many marketing processes

employed for overseeing the marketing campaigns and marketing activities of the
organization at Getwell Medical Centre. Following are the Operations carried out by
Marketing Department:

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01. Customer Relationship Management:
Indeed a very important and beneficial operation. Various Managers and other
personnel at Getwell are engaged in numerous CRM activities and They have a
modern and capable Customer relationship management system that employs the use
of sophisticated software that assists in performing the crucial CRM activities and
functions. They are using Sales Force CRM software. And it is through the use of that
software and collective efforts of Marketing Managers and Staff that they are
performing very well in their CRM operations.
02. Social Media Management:
There is a Social Media Manager with the authority to oversee and manage the Social
Media Campaign of the organization. Getwell organization uses various social media
channels to promote its services and products including Whatsapp, Facebook,
Youtube and It has its own dedicated Website too.
03. Advertising: There is an Advertising Manager to manage and oversee the
Advertising functions of the organization. Getwell Organization works with other
advertising agencies for advertising of its products and services but it also creates
some of its own advertisements and uses some channels like social media to
promote it’s services itself.
04. Formulation and Implementation of Marketing Strategy and Marketing Plan:
The Head of Marketing Department and other top level executives are involved in the
creation and implementation and monitoring of marketing strategy and plan, perhaps
one of the most important functions of the marketing department. The head of
Marketing department along with consultations with other executives and managers is
responsible for making strategic decisions regarding the whole organization’s
marketing processes, campaigns and activities. The implementation of the
organization’s marketing strategy and plan is a very important operation carried out
by marketing department personnel like Marketing Managers.
05. Market Analysis and Research:
Two of the profoundly important operations of any Marketing Department. The
Marketing analysts and researchers and other personnel involved in collecting data
from the target market collect data and analyze it using different software and tools
and come to conclusions regarding the target market and then the Marketing
Managers and Executives make plans about how they are going to approach the target
market based on the perspective gained through a thorough analysis of the market and
research on the market.. Based on this data, Product Planning is done and Projects are
handled.
06. Market Segmentation: After the analysis of Market and Market Research, The
Market is segmented into different groups based on demographics,
psychographics, behavior and other factors. A dedicated team at Getwell is
involved in segmenting its target market and this is done with the input and advice
and consent of Marketing Head and Other Marketing executives. Market
segmentation is arguably one of the most important marketing

21
operations that is being carried out by the marketing department at Getwell. The Head of
Marketing and Other Marketing executives oversee this critical operation of marketing
department.

Functions of the Marketing Department:

1. Segmentation Strategy:
Segmentation of the market is being done on the basis of Income primarily and
various other demographic factors too like education, employment etc. However the
segmentation of the Market is not solely income based. Segmentation is also being
done on the basis of Psychographics like life style, interests, personality etc,
Behavior, Geography and other methods. The data obtained through market research
is thoroughly analyzed through a team of qualified market analysts and other
professionals. The segmentation strategy is developed and Implemented under the
decisions of Marketing Head and Other top level executives. Overseeing the
implementation of this segmentation strategy, monitoring it’s progress and
improving it from time to time is one of the major functions of the marketing
department at Getwell Medical Centre.
2. Target Marketing Strategy:
The target marketing strategy of Getwell Medical Centre is differentiated/Segmented
Marketing. It targets different segments of customers each segment with a specific
offer for that segment. It has different kinds of segments of customers with different
varying needs and demands. Getwell Medical Centre targets three different market
segments each with varying needs and demands:
01. Healthcare Services: In this segment are many customers which are looking for
Different things. Some are price oriented, some are looking for cheap healthcare,
some are looking for high class service no matter what the cost. Some are looking for a
Cardiologist while some are looking for a Gynaecologist. Each has their own set of
different needs and demands..
02. Diagnostic & Laboratory Services:
Customers in this segment are looking for a variety of different type of diagnostic or
laboratory services, Some are in the market for ultrasound, some for X-rays and some for
Echocardiography. Customers here are also with different needs and demands, some are
looking for a good price, some are looking for high quality. Nevertheless, Getwell Still
has a lot to offer in these different segments and for the satisfaction of these customers.
03. Pharmaceutical Services/ Products:
In this segment, Getwell is also excelling with its state of the art Pharmacy which
offers all kinds of medicines, consultation, and other pharmaceutical Services and
caters to the differing needs of various customers in this particular target market
segment of Getwell which have different needs and wants and are looking for
different things. Nevertheless, Getwell still caters gracefully to their needs in this
segment and keeps it’s customers satisfied.

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03. Product Planning, Development and Management:
Getwell Medical Centre is chiefly a Medical Organization which is a Services
organization and its prime products are Services, Still there are many steps and processes
involved in Product Planning, Development and Management.
Ideas for products are generated from many sources including the CEO himself, Existing
products and through customers, market data, market analysis, through focus group
sessions and brain-storming. CEO plays a great role here and is a huge benefactor of
product ideas however market trends, data is thoroughly analyzed by a team of market
analysts which serves as a basis for decision making as to how will the customers react to
a certain product which helps in making decisions like should that product be offered to
the market? Will it be successful?. Based on the analysis of Market Trends and Data
ideas do generate based on customer’s needs. The Marketing team at Getwell Also enacts
Focus group sessions and brain storming sessions on a regular basis for idea generation.
The CEO of getwell has a huge influence in product planning, development and
management.
After the generation of a plethora of ideas, the next is a daunting function performed by
the marketing department and that is of evaluating these product ideas on the basis of
feasibility, customer acceptance, customer satisfaction, profitability and other factors.
This is a process that is given due attention to by the department. Different kinds of
analysis are performed and The head of marketing, other executives and CEO Evaluate
thoroughly the ideas and select the best idea out of all others and then A concept is tested
after being developed and this involves many tasks. Samples are provided to prospective
customers to get an idea of how satisfied the customers are with the potential product and
how are they responding to the product. If the model is a success then The organization
will decide to proceed with the product and start development. It will proceed to devise
the marketing strategy for the product and consequently develop the 4ps of the product
Product, Price, Place and Promotion. Product will include the type, feature, quality etc. of
the product, price will include its price and pricing strategy, Place will include the
distribution and the distribution channels to be used and lastly promotion will include the
activities to promote the product. Next there will be a lot of Analysis performed about the
product Like Sales, Profit, Demand and Operational and Production costs. After this
analysis if the Product appears to be successful and beneficial to the company then
Product development will start Getwell will start to Develop) that Service (Product) First
it will be tested with small target market and if its successful then the next and final step
will occur Which will be the Launching of the Service. Crucial decisions will also be
taken here as to where to launch, when to launch etc.
After the product is successfully Launched, The Function of Marketing department does
not end here. It has to constantly manage and Improve the product over its life. This is
done through many methods. There is a Product manager that handles this critical
function. Constant customer feedback is encouraged and is obtained through many
channels and is managed through proper CRM software and on the basis of this, the
product is constantly improved over it’s lifetime. Getwell also allocates considerable

23
amount of its budget to Research and Development for proper product Management.
From R&D many opportunities for new product development and existing product’s
improvement come to surface. Functions of Product Management are performed under
Getwell’s Marketing Department. R and D is carried out, Existing products are being
managed and continuously improved, There is product testing carried out and many other
activities perfomed.

04.Positioning:
Getwell has positioned itself as a Great Healthcare provider at Affordable and
reasonable rates in its vicinity. It has achieved this positioning through a lot of
methods and efforts. Pricing Based Positioning Strategy is being used by Getwell. It
has consistently provided great quality healthcare and other services over the years at
reasonable and cheap rates even offering huge discounts to needy customers better
than it’s competitors and has listened to its customer’s concerns and complaints and
rectified them and successfully retained and saved many customers. Getwell’s CRM
system has helped a lot in maintaining great relationships with customers which
helped a lot in .improving the positioning of the organization in the minds of the
customers. It has also excelled in its service provision that created and strengthened
the position in the minds of the customers. Getwell has achieved its positioning of
low cost great quality product in the minds of customers due to a lot of things it did
better than its competitors like providing discounts to needy people, better healthcare
environment, constant feedback requests and evaluation and then improving its
products on the basis of customer feedback, rectifying customer complains and
problems, by actually listening to customers and responding to them and Getwell still
consistently has a positioning strategy and processes for improving consistently its
positioning and making sure it retains it’s position in the customer’s mind.

05.Pricing Strategy:
Getwell Medical Centre uses Value Based Pricing Strategy. The Pricing strategy
followed by Getwell is Majorly influenced by the CEO who is also the owner of the
organization and The prices are set by the Marketing Department under the decisions and
advise of the CEO. The prices at Getwell are flexible often with great discounts to poor
and needy individuals. The rates are generally low compared to other competitors bur
Getwell doesn’t compromise on quality and standards and still nonetheless provides great
quality healthcare and other service’s to its customers.

06.Distribution Strategy:
Getwell is a Medical Services organization which deals predominantly in providing
healthcare services so there are not very long distribution channels . Getwell Medical
Centre is engaged in Direct Sales Distribution and does not need many channels of

24
distribution. It also provides healthcare services at home through its employees and It
provides medicines and other pharmaceutical products through its pharmacy and uses
a network of suppliers, wholesalers and distributors for obtaining medicines and
pharmaceutical products.

07.Promotional Strategy:
Getwell uses many promotional strategies and methods. It is engaged in advertising
through other advertsing agencies and by the use of Social Media like Whatsapp,
Youtube, Facebook and by the use of it’s own website. Getwell also employs
discounts and influencers for the promotion of its services. It also engages in
Sponsorships and event marketing.

Structure of The Sales Department:

(a): Department Heirarchy:

Director Sales

Sales Manager

Sales Rep Sales Rep Sales Rep

Number of Employees Working in the Sales Department:

There are currently 15 Employees working in the sales department

25
Sales Operations:
The sales department at Getwell is engaged in Many Sales Operations:
01. Lead Management:
Getwell is using state of the art lead management processes and methods to
generate leads., prospective sales ideas, product and services ideas and to find
prospective clients. Getwell is using Zoho lead management software. Aside
from the software various lead management techniques like Lead
Segmentation, Scoring and Nurturing and other techniques being used to
attract, qualify, segment, support leads.
02. Sales strategy building:
Sales department at Getwell is engaged in building Sales strategy and goals.
This is a very important operation of the sales department and this is done by
The Sales director and Sales Managers and Other Executives.
Sales Process Optimizing:
The Sales operations team at getwell is constantly optimizing the sales process
and analyzing the sales process and trying to find ways to improve and make
efficient the Sales process and remove bottlenecks from the process.
03. Customer Relationship Management:
Indeed a very crucial sales operation, The Sales operations team while
working closely with marketing department is involved in managing customer
relationships and maintaining long term relationships with customers. This is
done through many methods most important of which is the use of CRM
software in this age of technology. Getwell’s Sales and Marketing department
is using Salesforce CRM software for this purpose. It monitors and responds
to customer feedback and complaints, listens to customer’s concerns and
problems.
04. Sales forecasting:
Sales forecasting is also being done by the sales department. This is also done
through a combination of Software and other techniques. Getwell is using
Pipedrive Software in this regard. Other methods of Sales forecasting like
Executive Opinion is also being used.
05. Sales Reports:
Creation of Sales reports is another very important operation performed by the
sales department.
06. Sales Training:
Another important operation performed by the sales department is training the
salesforce of the organization on proper selling techniques, methods and
imparting them with necessary sales skills for proper sales. The Salesforce are
constantly being trained on Sales Methods, Techniques and Procedures and as
a result the Salesforce is constantly improving.
07. Analysis of Sales Data and Trends:
The sales operations team analyzes the sales trends in the market and the data

26
 obtained and uses this information to further the sales objectives of the
organization and performs many other functions like optimizing sales
processes etc.
08. Creating Compensation Plans:
Mistakes and Conflicts are inevitable and an organization needs to have plans
ready in case things do not go well. Thankfully, The Sales Department devises
compensation plans for unsatisfied customers or in the case of a mistake on
the organization’s part. Getwell does have compensation plans devised by this
department and these plans are followed. In case of any mistake on Getwell’s
part proper compensation is provided to customer so as to not lose the
customer. Getwell Believes that it is less expensive to retain a customer or
compensate then acquiring a new customer and this is completely true as in
today’s world, it is more costly to acquire customers.

Functions of The Sales Department:

(a) Sales Methodology:

The Sales methodology used by Getwell is SNAP selling strategy. SNAP
stands for Simple, Invaluable, Align and Prioritize. Getwell is a
Simple and small organization and this Simple SNAP selling strategy is arguably the
best as a sales method in today’s age of busy life. This SNAP method is followed by the
the organization as a sales method and as a result. Getwell keeps its sales activities simple
and to the point. It remains indispensable towards it’s customers, Aligns its selling
activities and raises priorities. SNAP selling is the best in today’s age where most people
don’t have time for long lengthy sales processes, campaigns etc. They just want
something that doesn’t take much of their time and still satisfies them. There are
important decisions to be taken in the SNAP selling method too. These decisions are
critical and they are taken by the sales department. The implementation of this Sales
Method being used by Getwell is done by simplifying the sales processes, identification
of main decision makers, creation of buyer matrixes, and making the important SNAP
methodology decisions. This approach is being consistently followed by Getwell Medical
Centre and The Sales department makes sure of it and constantly monitors and controls it.
Due to the use of the right sales methodology, Sales activities, metrics and tools get
standardized across the organization and hence the use and selection of the right sales
methodology is a crucial function of the sales department. The sales methodology of
every organization will depend on the type of products and services it is going to sell and
how the prospective customers prefer to buy. In the case of Getwell Medical Centre, due
to it’s product, nature and type the solution sales method and the SNAP sales
methodology was the best and these sales methodologies were adopted by the Director
Sales with due consultation with the CEO and other executives. The sales department

27
also constantly improves its implementation of the sales methods it is using and makes
the implementation more efficient and effective.

(b) Types of Selling:

As Getwell is a Medical Organization engaged in Providing healthcare services and
has a pharmacy for catering to pharmaceutical needs, and does also sponsor some
new medicines and partners in the production of some medicines, Getwell is engaged
in Personal Selling in both cases and Getwell Employs Sales Representatives for the
selling of the medicines it sponsors or partners in producing in. Getwell is not
engaged in door to door selling. As for it’s healthcare services, Getwell Directly sells
it’s healthcare services to its customers. Getwell has well trained and skilled sales
representatives which are able to sell products with considerable ease and generate
profit for Getwell. The work of The entire salesforce is being monitored and overseen
by the Sales department at Getwell Medical Centre. Getwell also uses other types of
selling too and makes extensive improvements in it’s selling process and removes
bottlenecks. Getwell also uses Solution Type of selling. Using Solution type of
Selling has improved the relationships of getwell with it’s customers and satisfied the
customers to a larger extent.

(c): Sales returns procedures:

As Getwell is predominantly a hospital and a service provider, It’s products can’t be
returned per se as Services once performed cannot be returned in the way a product
can be returned. As for the pharmacy, Getwell’s Pharmacy has a strict inflexible no
returns policy for medicines obviously due to health reasons, safety reasons and
government regulations. Bad service however can be compensated or refunded under
the sales returns policy of the organization. However need of proof of purchase/
reports and justification is required. It has to be proved that there was negligence in
the service and Getwell Medical Centre was at fault. A proper Sales Returns policy
exists which is devised by the Sales department under consultation from the CEO,
Director Sales and other executives. Getwell’s Sales return policy and procedures are
communicated clearly to customers before purchase. Either through notice boards at
the sales desks or printed on the reports/receipts. In case of Personal Selling, The
sales representatives communicate properly the sales return policy and procedure to
the prospective customers or clients. The sales department ensures this entire process
and all these activities are performed efficiently and properly and ensures that there
are no bottle necks when it comes to this process. Customer’s concerns and their
satisfaction has been given thought and attention during the creation of sales return
policy of the organization and the customers are compensated to the extent possible
as sales return is not possible due to the nature of the organization as it is a hospital
and a services organization predominantly and Medicines cannot be and should not be
exchanged due to completely obvious reasons and also are not allowed by
Government policies and rules. Thus Getwell Medical Centre also sports a Sales

28
Department with qualified individuals and a Well trained and Great Sales force and is
performing these crucial functions and taking the organization to great heights of
success.

Customer Services Department:

(a) Process of developing relations with customers:
Getwell medical centre firstly serves its customer’s with excellence and provides high
quality services which does contribute to the development of relationships with
customers. Getwell is doing a lot of things for developing relationships with it’s
customers, First of all it is establishing trust. It is earning the customer’s trust through
the provision of defect-free services and high quality service provision. It is also
using a Customer Relationship Management System for this purpose.. The CRM
software is used to carry out crucial CRM activities. Constant feedback is sought by
Getwell and Customer’s concerns are really listened to and their problems are
properly rectified. Getwell is using Modern CRM Software Salesforce for the
implementation and control of CRM activities. Customers are dealt with in an
empathetic and courteous manner. We all know that no organization is perfect and
sometimes even the most reliable or successful of organizations make some mistakes
So if Getwell is responsible for a mistake in the service or the customer is not
satisfied, Getwell has a system in place and compensates the customer for bad service
either through no payment or through discount. Due to the nature of this
organization,, Returns or Exchanges are not possible as it is a services and medical
organization and services once performed cannot be returned like a faulty product for
example.. Getwell also is engaged in some research on customers and what their
wants and needs are so they can be satisfied and satisfied customers will be in a better
relationship undoubtedly with the organization. Good communication is very
essential for good relations with customers and getwell has a good communication
process for communicating with customers. Getwell also researches what the
customers value and look for in a product as producing what the customers value will
undoubtedly lead to a greater customer satisfaction and consequently better customer
relationships. The marketing and sales department is very engaged in Customer
Relationship Management activities and is involved greatly in the process of
developing relations with customers. It is the Marketing and Sales departments that
manages the CRM system and maintains and creates relationships with customers.
Summarizing the discussion, There are many methods of establishing relations with
customers and getwell establishes credibility with the customers through the
provision of promised and high quality services and satisfies the customers and these
satisfied customers become loyal to the company over time and relationships are
developed between Organization and Customers. Constant feedback is taken and
customer complaints handled efficiently, effectively and courteously which leads to
development of a good relationship with customers. The relationships are then

29
managed through a CRM software, which is modern and up to date.Great amount of
attention is given to Customer.s needs and demand during the product development
phases.

(b) Techniques of Retaining the customers:

Getwell has techniques and methods it uses for customer retention. First of all
Getwell responds to customer complaints and queries in a quick manner and this
Is an important method of retaining customers because customers whose concerns

Are heard and whose problems are rectified quickly and to their satisfaction are
Happy and satisfied customers and they become loyal to that organization and don’t
Look elsewhere and become a repeat customer. Next Getwell is constantly pushing
Towards the improvement of it’s services and making them suited to the needs and
Expectations of it’s customers and has managed to get to the point where it is
Providing quality services to it’s customers and as a result satisfying it’s customers
And consequently retaining many of them. At the moment Getwell Medical Centre
Does not have loyalty programs. However it does offer discounts to it’s repeat and
Regular customers and treats them with care and respect which does cater to
Customer satisfaction and retention. Getwell also seeks Customer Feedback regularly
For improvement of it’s services and for satisfying it’s customers more. Getwell also
Uses a CRM system and it compensates customers for problems on it’s part and these
Two methods also contribute to customer retention. Getwell has many loyal and
Retained customers.. The sales and marketing departments are working a great deal
For retaining of customers and many of their efforts have been successful.

(c) Techniques of Attracting New Customers:

Getwell uses many channels and techniques for attracting new customers. First of all
Getwell advertises a lot on Social Media for attracting customers and it also has a
dynamic website which helps in the promotion of it’s services and the attraction of
it’s customers. It does promote it’s business through other channels and methods too
The Sales department works very hard to attract customers and make sales. Getwell’s
employees also network and promote the organization and it’s services and that
results in large audiences getting knowledge about the presence of this organization
and it’s services. Getwell also constantly analyzes market and sales trends and uses
that information for attracting customers as well. Getwell employees also spread word
of mouth about it’s services and it does engage in advertising through many channels
all for attracting customers. Getwell does not offer incentives for new customers
though and does not have an incentive program. However discounts and concessions
are offered to repeat customers and needy customers.

(d) Ways of handling different kinds of customers like furious

customers or problem creating customers:
Getwell Medical Centre has a proper customer service policy in place and getwell

30
 never fights fire with fire. Getwell’s staff and managers are well trained in this regard
and they take quick and relevant actions to resolve conflicts and prevent the situation
from escalating. Getwell’s Sales Managers and General Managers and Reception staff
handles furious customers and problem creating customers politely and quickly find
ways to make the situation work in both parties favor. Sometimes they deal with
furious customers by reducing their medical bill/charges and by giving them
discounts, sometimes they deal by compensating the customers for bad service if they
are at fault. However nonetheless they still remain firm and do not deviate from the
organization’s policies and they firmly enforce the organization’s rules. If a customer
is not cooperating or creating a big problem or is escalating the situation and no other
method seems to be working then the only choice is to call the Police. In short,
Getwell’s staff does all it can to facilitate the furious or problem creating customer’s
problems while strictly following the organization’s policies however if the customer
is escalating the situation and putting up a physical fight then there is no other option
on part of Getwell than to call the police and that will be followed.

Critical Analysis:

As a student Of Business Administration for 4 years, I have learnt a lot of theoretical

concepts over the term of my program and while working as an intern in Getwell
Medical Centre, I have been able to gain practical and real life experience of all these
concepts and theories and I have found out that Many Concepts and theories that I
have learnt over the years have a tremendous application in organizations and many
of them are being used in the organization I completed my internship in. I have found
out that all the theoretical concepts I have studied are being performed in the same
way as I was thought and were yielding the same results as I was taught. Getwell is
employing all important theoretical business concepts I learnt over the years. I got the
real experience of working in an organization, I participated and got to experience
market segmentation and research, I saw many branding and marketing concepts
being applied in getwell medical centre in the same manner as thought and yielding
the same results, they are following the time value of money concept, going concern
concept and many other concepts and their application is the same as taught and they
actually are yielding the results I was thought they yielded.
The organization is performing well and still better than some of its competitors and
using many of the theoretical concepts which I have learnt over the years and the
organization is excelling in the implementation of these concepts however there still is
room for improvement as there always is for any organization. Getwell has definitely
come along way from it’s inception and has made use of numerous business methods and
concepts over the years and remained successful in the application and implementation of
these concepts. I have found out that these theoretical concepts are being applied fully
and in the proper way as prescribed by these concepts and they are being successfully
implemented. The concepts that were taught to me over the years are very related to all
 31
the activities, processes, strategies and functions being performed in Getwell Medical
Centre and during the course of my internship, I saw that these concepts indeed are very
crucial for running an organization and I got practical experience of this. All these
theoretical concepts I have learnt over the years are very crucial in running the
organization and without the application of these concepts, a business is doomed to
disaster.

SWOT Analysis:
SWOT Analysis is the analysis of an Organization’s Strengths, Weakness, Opportunities
and Threats. Like Every organization, Getwell Medical Centre has it’s own strengths and
weaknesses as well as Opportunities and Threats.

1. Strengths:
 Getwell Medical Centre is providing great quality healthcare and diagnostic
services better than it’s competitors at cheap and affordable rates as compared
to other hospitals in the private sector. It’s low cost high quality healthcare is
a strength of the organization
 It’s hospital infrastructure, building, facilities are very modern, more
facilitative, and clean as compared to other hospitals in the area.
 It is serving many foreign customers in the area and has staff proficient in
English and is able to serve it’s foreign customers better than other hospitals
in the area. Most foreigners come to Getwell on a regular basis.
 It provides the services of Highly Qualified Doctors and Consultants with
Degrees from Abroad and Experience from U.S.A, U.K. and other countries
 It has a 24 hrs pharmacy that caters well to the pharmaceutical needs of the
customers in the vicinity.

2. Weaknesses:
 More employees are needed as there is constant staff shortage and many
staff members have to work double-shifts and perform the duties of other
employees
 Employee Turnover is high as there are low salaries and employees
usually don’t remain long and quit.
 The staff and doctors are not punctual and customers usually have to wait
a long time for consultations which constantly leads to frustrated
customers.
 There is a need of improving the infrastructure and expanding the hospital
as there are many patients and the waiting area is too small and there is not
enough space to accommodate the customers and patients.
 32

3. Opportunities:
 There is a great opportunity in the sector for Getwell Medical Centre that
is Expansion of its infrastructure, building and facilities and shifting to a
bigger building which will greatly increase it’s customers and customer
satisfaction and will result in more space and accommodation for patients
and greater revenue and profitability.
 There is an opportunity For Getwell for reducing employee turnover and
that is increasing it’s wages to a fair level which will result in a satisfied
and more productive workforce which will lead to better performance of
organization and definitely more profitability.
 There is an opportunity of providing more diagnostic services like C.T.
Scan and MRI which will greatly generate a flow of more customers as
customers in this sector are also a big consumer of diagnostic services.
This will require an expansion of infrastructure.

4. Threats:
 Getwell’s main Competitor, Life Care International Hospital is a big threat
for the organization as it is serving a bigger customer base and it’s
customers are very satisfied with it’s services, it also has a bigger
infrastructure and building and bigger pharmacy.
 Inflation in the market obviously is a threat for all hospitals as the prices
of medical equipment and supplies are being sky rocketed.
 Getwell’s rating and market perception is going down slowly and
customers are getting frustrated and looking elsewhere and Getwell should
opt for urgent measures for rectifying this situation
 Getwell’s high employee turnover rate is a big threat to it’s success and
should be rectified and looked upon.

Conclusion:
I’ve completed my 07 weeks internship at Getwell Medical and Diagnostic Centre, G-10
Markaz Islamabad and I have found it to be a reliable organization who is facing some
threats but it sure is making good use of it’s resources and is pursuing betterment
opportunities and is striving towards improvement in light of it’s weakness and the
threats it is facing. Getwell is capitalizing on it’s strengths and moving towards a better
and successful future but Getwell Still has to overcome many weakness some of which
are very detrimental if it is not overcome and it has to face many threats. But in light of
it’s resources, strengths and opportunities, it still is performing very satisfactorily and
moving towards improvement and is slowly capitalizing on opportunities.
 33

Recommendations:
In the light of all the weaknesses and threats that Getwell is facing and with all The
strengths and opportunities it has, It is still performing satisfactorily and striving towards
improvement. A great part of it’s strengths can be capitalized on and There are a lot of
opportunities it can capitalize on. Getwell also faces many threats and has considerable
amount of weakness however it can overcome these weaknesses and deal proactively
with threats.
I would like to make the following recommendations for Getwell Medical Centre in light
of Critical and SWOT analysis of the organization:
 Getwell is facing a big problem of high employee turnover and it can prove very
detrimental to it’s success and functioning if it’s not corrected. I would
recommend that the Getwell’s executives should raise the salaries to atleast a fair
and reasonable level as salaries are generally lower than other similar
organizations in this market and sector. The salary problem is a great contributor
to high employee turnover and if this problem is rectified, it can generate great
returns for the organization, improve its productivity, lower it’s production costs
and lead to greater revenue.
 Getwell is also facing an infrastructure and space problem and every day it’s
customer base is growing and it is handling more and more patients however the
space it has isn’t sufficient for proper administration of a lot of patients. It is in
dire need of a bigger building and improvement in infrastructure. I would like to
recommend more investment in a bigger building and in acquiring more medical
equipment and facilities like CT scan and MRI equipment as customers are in
great need of these and demand them. These investment have the potential for
great payoffs and more profitability.
 I would like to recommend a computerized biometric employee attendance and
leaving system as the employees, doctors and other staff are frequently late and
this is leading to a lot of frustrated customer who are spreading negative word of
mouth on the internet and as a result have bringing the rating of the organization
down to a lower level and damaging it’s positioning.

References:

1. Dr. Syed Ahmed Sohail(n.d.),

“Profile” .http://www.cybercity-online.net/gwmc/html/profile.html
2. Facilities(n.d.), “Facilities”.
http://www.cybercity-online.net/gwmc/html/facilities.html
3. A lot of information was collected through personal communications which are
cited in text using the APA format.
 34

Annexes:

ANNEX A.

Most information in this report was obtained through personal communications which are
cited in the text and through the internship experience. And the rest of the sources of
information are cited under the References section of this report.
 35
ANNEX B.
Brochures:

1:
36.