CASE STUDY

CANCER RESEARCH INSTITUTE

The mission of Dr. Sushila Tiwari Memorial Cancer Research Institute is to control cancer in
Uttarakhand state, and the nation, through approaches which address the whole being:
physical, mental, social, and spiritual.

Vision
• We shall be the premier cancer center in Uttarakhand region.
• We will respond to the specific needs of the regional population and develop integrated
cost-effective approaches to prevent and treat cancer by excellence of our people &
research-driven patient care & education.

Core Values
• Love: Reverence for the people whom we are privileged to care for, affirming the value
and dignity of life.
• Serve: Curing disease, alleviating suffering, and achieving an acceptable quality of life.
• Remember: Individually, each of us bears a moral obligation to our patients.

Objectives
To develop A Comprehensive Cancer Center with following services
• Modern multidisciplinary diagnostic & therapeutic services
• Clinical & Basic research
• Broad educational programs : Public and Professional
• Community Cancer Program

Scope of the program

1. Prevention: Community cancer education and screening program, Population based
cancer registry.
2. Treatment: Modern & comprehensive Diagnostic and Treatment facilities HIHT.
3. Palliative care: Half Way Home, Hospice center.
4. Research: Epidemiological , Clinical & translational research – Allopathic and alternate
Medicine. Basic research – Genetics/molecular biology, immunology and Stem Cell.
5. Education: Medical, Nursing, paramedics, General Public.

Cancer Research Institute is providing comprehensive cancer services Integrating existing

resources in various areas of Himalayan Institute Hospital Trust with the specialized cancer
center.
• Separate building housing specialized services.
• Close interaction with various other departments at HIHT.
• Community outreach program in collaboration with Rural Development Institute & Various
Departments of HIHT, including developing a population based cancer registry.
• Integrating alternate medicine (Ayurveda / Yoga / Holistic Medicine / Homeopathy etc.) in
patient care and research.
• Extramural collaborations/ affiliations for research, education, and patient care for
technology transfer.
A Comprehensive Cancer Center has been a long time planning for Swamiji (Founder of
HIHT). Essentially his desire was to build a Comprehensive Cancer Institute within the
hospital complex in such a fashion that the entire spectrum of oncologic cases that are seen
in India and this part of the country could be taken care of within the organization without
having the patient transferred to any other institutions.

As per the cancer trends in India, population of Uttarakhand state alone would have more
than 17000 prevalent cases per year. Majority remain undiagnosed and die without any
cancer specific treatment, those diagnosed often have incurable disease. Patients from high
in the hills have to travel more than 400- 500 KM to reach to the cancer centers in adjacent
states and wait for long time to get treatment.

Questions:

1. We need to brand our Cancer care services. Who should we be targeting our messages
to, and what aspects of our services will have the strongest appeal to these consumers/
patients?
2. We are designing a new marketing campaign to attract patients to our Cancer Research
Institute. One group is of the opinion that the marketing compaign should be focused on
the Hospital Brand and the other group is of the opinion that the focus of Marketing
Compaign should be by promoting the Doctors/ Specialists instead of Cancer Research
Institute. Which opinion do you support and why?
3. We’re having difficulty attracting young people who are moving in to our area. What
matters most to these patients and why are they going elsewhere?
4. The management is under pressure to achieve a faster breakeven/ self sustaining the
Cancer Research Institute and is proposing incentive system to the treating as well as the
referring doctors of Cancer Research Institute to increase the revenue. What are the
advantages and disadvantages of Incentive system? Discuss in detail.
5. What are the main sources of revenue in a cancer Research Institute? Explain with the
possible modalities.