SIP Project Presentation

on

Brand Promotion of Moolchand Medcity through

Value Added Service (VAS) Program
And
Medical Camp
By

Nitin Sharma
(2009147)
 
Presented to:

Professor D. N. Panigarhi
Professor Rajeev Kamble

Institute of Management Technology, Nagpur

(2009-11)
Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 1
 HEALTH CARE INDUSTRY IN INDIA
• Opening of Indian markets in year 2000 for up to 100% investment in the health care
industry.

• Medical tourism
 4,50,000 foreigners sought medical treatment in India in 2009.
 expected to touch 11,00,000 by 2012.
 almost at one tenth of the cost in the developed nations.
 waiting time is near to nil.
 high quality medical facilities and professionals.

• 12 % p.a. growth in last 4 years (Investment Commission of India ).

• In GDP terms, Health Care Industry

 accounted for 5.2% of India’s GDP in 2002.
 expected to reach 6.2% to 7.5% of GDP by 2012.

• Accreditation and compliance

 Joint Commission International (JCI) (Already 13 hospitals).
 NABH.
 ISO.
Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 2
 INDIAN HEALTHCARE INDUSTRY GROWTH

Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 3

 HEALTHCARE IN NCR DELHI
• More than 100 major hospitals.
• Significant private players - Moolchand Medcity, Fortis , Artemis, Max
Healthcare, Columbia Asia, Apollo.
• Numerous Private Doctors.
• List of Major Hospitals in NCR Delhi.
 AIIMS  Fortis Hospital  Kalra Hospital & SRCNC  Ram Manohar Lohia
 Ambedkar Hospital  G B Pant Hospital  Kolmet Hospital Hospital
 Anand Hospital  G. M. Modi Hospital &  Lady Hardinge  Rockland Hospital
 Apollo Hospital Research Centre  Lok Nayak Jaiprakash  Safdarjung Hospital
 Artenis Hospital  Ganga Ram Hospital Narain Hospital  Sant Parmanand Hospital
 Atithi Hospital  G.T.B  Maharaja Agarsen Hospital  Sarvodaya Hospital
 B.L.Kapoor Memorial  Hindu Rao Hospital  Malhotra Heart Inst. &  Sheetla Hospital
Hospital  Holy Angels Hospital Medical, Research Centre  Shri Ram Heart Institute &
 Bara Hindu Rao Hospital  Holy Family Hospital  Mata Chanan Devi Hospital Reseach Centre
 Batra Hospital  Indraprastha Apollo  Max Balaji Hospital  Sir Ganga Ram Hospital
 ColumbiaAsia Hospital  Max Hospital  Sitaram Bharita Institute
 Deen Dayal Upadhyay  Jaipur Golden Hospital  Metro Hospital & Heart  St. Stephens Hospital
Hospital  Jankidas Kapur Memorial Institute  Umkal Hospital
 Dharmashila Cancer Hospital  Modi Hospital,  Vardaan Hospital
Hospital & Research  Jeevan Anmol Hospital  Moolchand Medcity  Vasant Lok Hospital
Centre, DCHRC  Kailash Hospital &  National Heart Institute  VIMHANS (Vidya Sagar
 E.S.I.Hospital Research Centre  Noble Hospital Institute of Mental Health
 Escorts Heart Institute &  Kalawati Saran Children's  R G Stone Urological & Neurosciences)
Research Centre (EHIR) Hospital Research Institute

Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 4

 MOOLCHAND MEDCITY
• Founded by Lala Moolchand and his son Lala Khairati Ram.
• Moolchand Trust was created in 1928 at Lahore, present day
Pakistan and was started with an initial endowment of Rs. 4
million.
• Accreditations
 NABH.
 JCI.
 ISO 9001:2000 Certification.
 ISO 27001:2005 Certification.
 ISO Platinum Certification.

• Moolchand Medcity Mission

 To consistently deliver excellent and compassionate medical care to our customers
throughout their lives.
Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 5
 BRAND PROMOTION IN MOOLCHAND
MEDCITY

Snapshot of an ad Printed in Times of India on 26 Snap shot of an ad printed in Times of India, 23

Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 6
May 2010. May 2010.
 PROSTATE DISEASE AWARENESS PROGRAM
(UROLOGY CAMP)
• Studying Competitive Packages Test Name Normal Offered
and Designing a Package for Camp. Price Price
PSA 750 375
• Meeting with the Doctors (3). Uroflowmetry 1200 600
• Choosing Target Audience and Venue. Ultrasound
(KUB)
800 400

• Promotion of camp
 Banner.
 Posters.
 Website.
 SMS to MAC.
 SMS to Patients.
 Emails.
• Event Arrangements.
• Some Figures Regarding Camp
 11 April 2010 (10:00 am to 1:00 pm initially later extended to 2:00 pm).
 72 patients were checked.
Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 7
 PROMOTION

Snapshot of Flier of Prostate disease Awareness Program

distributed across the Delhi along with the Times of India, 11
April 2010.

Snapshot of In-house Poster.

Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 8

 VAS PROGRAM – SPREADING THE
MOOLCHAND MEDCITY BRAND

• First major scale promotion program.

• Started in later half of March,2010.
• More than 300 MAC Covered throughout NCR Delhi.
• Focused on providing three free gifts to its MAC
 Glow sign Board.
 Collateral.
 Standee.

Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 9

 VAS PROGRAM – SPREADING THE
MOOLCHAND MEDCITY BRAND

• Process followed
 Telephonic discussion with MAC.
 Onsite meeting.
 Artwork Preparation and Follow Up with MAC.
 Board Preparation And Installation.
 Feedback and After Installation Follow Up.

Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 10

 MOOLCHAND GLOW SIGN BOARD
• Main attraction.
• Custom sized.
• Standardized.
• 200 MAC Approved.

Snapshot of Original Board Installed at Doctors Clinic.

Artwork of Moolchand Glow Sign

Board.

Snapshot of a newly installed Moolchand Glow Sign Board.

Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 11

 COLLATERAL

• In two sizes
(A3/A4).
• A3 size Seems
more tempting to
MAC.
• Almost 200 MAC
Permitted.

Snapshot of Collateral.
Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 12
 STANDEE

• 6 feet X 3 feet.
• Too much Space required
for putting in place.
• 100 MAC Acknowledged.
• Mainly installed by
Pediatricians.

Snapshot of installed Standee.

Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 13
Problems faced during the implementation of VAS program

• Planning Visits
 Summer holidays.
 Address.

• Summer Heat.
• MAC Thinking time.
• Kyzen Designer – Vendor.
• Calling timing (1630 hrs. to 1730 hrs.).

Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 14

 KEY TAKE AWAY
• Importance of Brand Promotion.
• Two vital revenue generation Business Models
 Referral sales through MAC.
 and Medical Camp.
• Background process involved in the VAS program
and in medical camp organization.

Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 15

 BIBLIOGRAPHY
• Moolchand Corporate Profile Handbook.
• Times of India, 10 April 2010,23 May 2010 and 26 May 2010, Delhi Edition.
• http://www.economywatch.com/world-industries/health-care/trends.html
• http://www.economywatch.com/world-industries/health-care/world.html
• http://www.economywatch.com/world-industries/health-care/india.html
• http://www.themedica.com/industry-overview.html
• http://www.investmentcommission.in/healthcare.htm
• http://en.wikipedia.org/wiki/Healthcare_in_India
• http://en.wikipedia.org/wiki/Health_care_system#India
• http://india.webindia.com/hospitals.htm
• http://www.cehat.org/rthc/rhci.html
• http://health.mapsofindia.org/india/hospitals-in-india.html
• http://www.indiahealthvisit.com/list-of-hospitals-in-india.htm
• http://www.medicaltourinfo.com/listhospitals.php
• http://www.moolchandhealthcare.com/
• http://en.wikipedia.org/wiki/NABH
• http://en.wikipedia.org/wiki/Joint_Commission_on_Accreditation_of_Healthcare_Organizations#Int
ernational_accreditation
• http://en.wikipedia.org/wiki/Moolchand_Fertility_and_IVF_Centre
Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 16
 Questions,
Suggestions and Comments
are always welcome.

Tuesday, December 07, 2021 IMT Nagpur, SIP Report (2009-11) 17