IIM Kozhikode Sakshi Khatri | Raunaq Singh Walia | Arka Banerjee

In the face of increased competition from multi-specialty hospital chains, small hospital owners are struggling. We will be targeting small and hyperlocal hospitals run by
individual owners which are approximately 16,000 (ISIT report : 2010) spread across metro, tier 1 and tier 2 cities. The main stakeholders are the hospital management,
doctors, patients and support personnel.
Currently, customers struggle to craft environments that provide quantifiable improvements in hospital effectiveness and patient satisfaction. Generic approach adopted by
ordinary architects is unable to analyse the outcomes of particular types of designs for areas such as patient rooms, nurse stations and surgical suites.

Philips’ evidence-based healthcare design should result in demonstrated improvements in the organisation’s clinical outcomes, economic performance, productivity, and
customer satisfaction. These strategies to reduce safety concerns such as patient falls may include providing handrails, designing flush flooring transitions and requiring
direct, unobstructed pathways to frequently-used areas such as bathrooms. It is vital that the principles of lean design, lean operations and standardized design be applied
to minimise waste of all types.

According to NCDC report 2015, Bihar, WB, Gujarat, Assam, Madhya Pradesh, Karnataka, UP, TN, Maharashtra have the highest incidence of serious disease outbreaks.
Incorporating predictive analytics for the types of diseases according to geographical and demographic trends can help in designing specific preventive and curative
treatment facilities. This dynamic demand analysis can help in optimising the available resources to ensure full capacity utilisation of the existing infrastructure.
Philips should engage in video marketing with a budget of Rs 10 lakhs, a simulated augmented reality presentation which costs Rs 40 – 50 lakhs, and hire 3 BDEs each in
the 4 metro cities, 2 BDEs in the 5 tier-1 cities and 8 BDEs each in the 8 tier-2 cities. Each executive’s monthly salary is Rs 40,000 with a total expenditure of Rs 10 lakhs
in the first month of direct promotions.