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Healthcare Centre in Rural Market.

Presented By : Rishabh Mehra 111/10 Astha Bansal 171/10 Sakshi Mishra 157/10 Tarun Goel 167/10 Shobik Das Gupta 17/10 Sonal Darra 35/10

Indian Scenario..
70 % of Indias population live in rural areas 80 % of the health care is Urban-centric.

The current Doctor population ratio is 1:1800 In 2002 Investment in healthcare was only 0.9% of the total GDP
whereas WHO recommended 5% of GDP for health. Health budgets of the Central government actually declined from Rs 45.09 crore in 1996-97 to only Rs 7.3 crore in 2001-02.

The formal healthcare system reaches only about 50 percent of the total population Nearly 31 percent of India s population travel more than 30 kilometers seeking health care in rural India.

Urban vs Rural Healthcare

According to an Article by
Business Daily from THE HINDU group of publications Friday, Sep 08, 2006

Health-care in the country has improved quite dramatically, but remains urban-centric. Time, the Government focused more on Rural India.

Medical facilities in India are going hi-tech. There is a continuing flight of doctors and paramedical staff from the country, seeking greener pastures abroad. Indians constitute a substantial percentage of medical professionals - 38 %of practicing doctors in the US are of Indian origin. Heart patients from the US and the UK now travel to India and undergo a surgery for the equivalent of $6,000 against $30,000 in their home country. India is emerging a major player in the international health industry. but !!!!!!!! >>>>>>

..but Ironically all this is confined to the URBAN areas.

No doubt, tremendous progress has been made
-in 1951, there was one medical facility for a population of 4,98,000. -in 1981, there was one for every 11,914 people. -in2001, one centre covered 6,087 citizens.

But considering the limited facilities available in a subcentre, quality health-care remains a mirage for much of Rural India. Compare this with the hospital (both public and private) beds available in the urban areas.
-in 1951, there was one bed for every 3,081 of the population. -in1981, This improved to one bed for every 1,199 people. -in 2004 one for 1,124 person.

At current morbidity levels in the country, one bed for

slightly over one thousand population is no mean achievement.

.. Reasons ??
Lack of specialist doctors in the rural sector. Even the local villagers who study medicine prefer to work in the city.

Low penetration of healthcare services

Lack of investment in health care in rural areas

Inadequate medical facilities in rural areas

Problem of retaining doctors in rural areas specially the specialist doctors

Rural & remote areas continue to suffer from absence of quality healthcare services

How to achieve it ??
This has three basic components:
Accessibility, Affordability, Accountability.

2-step system divided according to the population of the villages : The villages where population is between 5,000 to 10,000.
The establishment of small clinics is a must, for small diseases. These clinics can organize camps in different small villages.

Population above 10,000 people.

Small Hospitals. More complex diseases can be cured and villagers can be admitted. There should be a specialist visiting from the city to take care of the more complicated cases and performing complicated operations.

The small hospitals would take the load off the work of the district hospitals by 30% which goes out of bed. The need is also to improve the participation of the private sector in the rural areas, which can attract new blood. The Funding for healthcare programs should also increase in the rural sector.

The man who delivers health care to rural India - Dr Bhagwati P Agrawal
We know Dr Bhagwati P Agrawal (founder and executive director of Sustainable Innovations and erstwhile World Bank and United Nations Development Programme consultant) launched Aakash Ganga to harvest domestic rainwater to alleviate the perennial shortage of drinking water in India. Along with his seed money provider and entrepreneur Atul Jain, Agrawal is at it again.. This time, Agrawal (who worked to commercialise innovations for more than three decades at Fortune 100 companies and entrepreneurial ventures) He has just launched Arogya Ghar -- A mobile kioskbased clinics to deliver health care to rural villages and urban slums in India. He worked on the project in partnership of the Indian Institute of Health Management Research and the Birla Institute of Technology and Science, Pilani.

What does he has to say ??

How we implement it ? Bring Medical Knowledge to the villages. High educated Girls would go door to door.

Cisco and Apollo Hospitals to Further Extend Healthcare Reach to Rural Parts of India
Health care providers face many challenges in the delivery of health care services In rural areas. Over the last decade, Apollo Hospitals, Asia s largest health care provider, and via the Apollo Telemedicine Networking Foundation, has met some of these issues in an organized and cost efficient manner. Apollo Hospitals and Cisco announced an alliance to help transform health care through information and communications technology (ICT).

The joint initiative is aimed to help by accelerating access to affordable and high-quality health care via the Cisco HealthPresenceTM Extended Reach technology. You could hear their heart beat clear as a bell and he could easily do a visual inspection, said one colleague who attended the demo. The integration of Cisco s desktop based HealthPresence Extended Reach technology with Apollo Hospital s Medintegra will now for the first time make available a user friendly, cost effective telemedicine solution.


Health Project Many people in rural areas of India do not have access to basic health care facilities, and also lack awareness about health. Volunteer s Activities As a volunteer in a health project, your duties will depend on your qualifications and knowledge. Qualified doctors and nurses can perform full day-to-day treatment of various diseases, counseling and testing and teach patients about first aid and prevention. Medical students work under the supervision of qualified medical personnel. Project Qualifications Both student nurses and doctors are welcome in this project. Volunteers will work in local hospitals and clinics. Therefore, they must have certification as a health professional, medical student, doctor or nurse

Rehabilitation Project .The goal of these projects is to experiment and conduct research for sustainable development through organic farming, training program and alternative traditional medicines. If you choose a conservation project you will learn about rural development, Indian traditional medicines and practices, organic farming and more. Volunteer s Activities Non-formal and adult literacy education programs, field visits, research and documentation work, training programs. Project Skills Required There are no specific skills or qualifications required. At least 18 years old and should have knowledge of spoken English Environmental Projects Our interns help in community development, health, HIV/AIDs awareness, prevention and rehabilitation, conservation, women's and children's issues Volunteer s Activities reports and proposals.

People First Educational Charitable Trust

The Health project works in 12 villages working with mainly women and young mothers in the field of preventative health care. Surveys have shown this project is achieving a great improvement in the health of local children and young mothers paticulary. The project is collabrating technically with UNICEF Patna in helping to develop the Intergrated Management of Neo Natal and Childhood illnesses (IMNCHI) model of child health across the district. Project staff are UNICEF approved state level trainers.

Khushiyon Ki Doli
It s an interesting initiative by a multinational corporation to go into the heartland. Khushiyon Ki Doli is a rural marketing initiative of Hindustan Unilever Limited (HUL). In three states Uttar Pradesh, Andhra Pradesh and Maharashtra. Here s what we could unearth about the project: 1. Khushiyon Ki Doli

Khushiyon Ki Doli is the first multi-brand rural engagement module started by HUL," said Krishnan Sundaram, marketing manager premium fabric wash. "In both scale and depth, it will be the largest such activity ever undertaken." During the year, 14 million consumers in 35,000 villages have been set as the target for contact, with the aid of Ogilvy Outreach.
2. According to HUL,

"The main objective of the campaign is to reach out to media dark villages with HUL brand messages." The way they re going about it is to change the attitude of the rural audience to inculcate good hygiene It involves various personal care and home care brands of HUL including Wheel, Surf Excel, Fair & Lovely, Sunsilk, Vim, Lifebuoy and Close Up.

3. The process of making contact

Awareness Consumer Engagement Retail

There are four set of dolis or palkis being moved all around the village. In the urban people hardly look at the commercials. These commercials have enchanted the rural lot. 4. Marketers Awareness about company s brands in media-dark villages Cost-efficient rural activation module Greater engagement by blending technology with traditional symbolism 5. Ad agencies Greater scope of work for rural marketing divisions Chance to explore ideas in communication, such as customised TVCs for rural audience

Rural Health Care in India Teaches Duke Student about the Effectiveness of Community Development on Health
Duke Senior Anant Agarwalla is convinced there are infinite possibilities of a bottom-up approach to improve the health of villagers in rural communities He completed a summer fieldwork project, funded by the Duke Global Health Institute, in the heart of Maharashtra, India where he assessed the work of the Jamkhed Comprehensive Rural Health Project (CRHP). The 20-year-old has worked in impoverished communities in the past, and says he was drawn to CRHP for its sustainable, comprehensive model of community empowerment, especially among the poor and marginalized. The Jamkhed model examines the root causes of disease by focusing on poverty reduction, nutrition, sanitation, education and social equality. For nearly 40 years, the project has impacted hundreds of thousands of people in rural Maharashtra. Its success is evident by the health challenges that exist in Jamkhed, which are largely related to sanitation and non-communicable chronic diseases like diabetes and hypertension.

GVL brings health care to rural India GVL Co-Founder, Prof. Dhrubes Biswas from Indian Institute of Technology, Kharagpur has a burning desire to create sustainable and scalable services to the billion of people at the bottom of the pyramid. The "Living Lab Health Care Delivery Model , founded in 2009 brings health services and insurance to the large and neglected market. Through an entrepreneurial hub and spoke kiosk model, Prof. Biswas and the Society of Social Entrepreneurs at IIT have already set up 10 kiosks in West Bengal and have the goal of expanding to thousands in the near future.

Multi-centric approach to Rural Health Care in India

Manoj Patel is the Director, Smt. MK Sanghvi Medical and Educational Complex, Vadodara. The Indian government and some NGO s have expressed their concern over this and wish to reach out and help According to them health care include individuals, the society and the environment. Primary Health care in a rural setting can be optimized through an educative multi-centric programme. Leadership comes from the community with guidance from health care teams, various government agencies and nongovernmental agencies working together in the region in a massive cooperative venture. What is called for is a planned objective, well aligned by the nation, state and region so that wastage through needless duplication and repetition is avoided and optimal utilization of the sacred resources is assured. Perceiving Rural Health, Perceiving 1: Dr. ML Dhawale For this there a multi-layered team: The Physician, the Medical Social Worker, the Multi-purpose Health Worker and the Community Health Volunteer need to work together to achieve the objectives.

Development in the field of Telemedicine. Greater participation of the government in the health infrastructure. Imparting knowledge to the rural population. Promoting work of NGOs and Volunteers. Taking Brands to rural population,making them aware. Making Medical Equipments to the Rural Healthhcare. Develop and implement national standards for examination by which doctors, nurses and pharmacists are able to practice and get employment. Encourage business schools to develop executive training programmes in healthcare, which will effectively reduce the talent gap for leadership in this area. The government should appoint a commission which makes recommendations for the healthcare system and monitors its performance. Develop partnerships between the public and private sectors that design newer ways to deliver healthcare.