TYBMS - SEM V - SSM Compiled by Kripa Kalro
SECTOR 1: HOSPITAL AND HEALTHCARE SERVICES
CHAPTER CONTENTS:
4 Characteristics Innovations Technology Segmentation Classification of hospitals 8 P`s PEST Analysis Additional matter INTRODUCTION:
Healthcare industry is a wide and intensive form of services which are related to well being of human beings. Health care is the social sector and it is provided at State level with with the help help of Centra Centrall Governm Government ent.. Health Health care care indust industry ry covers covers hospit hospitals als,, health health insurances, medical software, health equipments and pharmacy in it. Right from the time of Ramayana and Mahabharata, health care was there but with time, Health care sector has changed substantial substantially ly.. With improvement in Medical Medical Science Science and technology it has gone through considerable change and improved a lot. The major inputs of health care industries are as listed below: I. II. III. IV.
Hospitals Medical insurance Medical software Health equipments
Health Health care care servic servicee is the combin combinati ation on of tangib tangible le and intangi intangible ble aspect aspect with with the intangible aspect dominating the tangible aspect. In fact it can be said to be completely intangi intangible ble,, in that, that, the servic services es (consu (consulta ltancy ncy)) offer offered ed by the doctor doctor are complet completely ely intangible. The tangible things could include the bed, the décor, etc. Efforts made by hospitals to tangiblize the service offering would be discussed in details in the unique characteristics part of the report.
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TYBMS - SEM V - SSM Compiled by Kripa Kalro
4 CHARACTERISTICS OF HOSPITAL INDUSTRY 1) Intangibili Intangibility ty: Health care services being highly intangible, intangible, to beat this intangibilit intangibility y the irony of modern marketing takes place such as use of more tangible features to make things real and believable. Ways to overcome this drawback : Visualization: The indust industry ry has to make make availabl availablee visual visualiza izatio tion n so that, that, search search and experience qualities are crystallized. E.g. Press releases, distribution of brochures and leaflets, newsletters, digital marketing and media campaigning. Physical representations: To overcome these more tangible features such as logos, colors are needed to be used. E.g. Apollo hospital logo – A lady with a torch Documentation: Quality assurance certificates by service institutions and publishing of annual reports, balance sheets, publishing of customer satisfaction index and ranking numerations. 2) Inconsistency: Quality of service offered differs from one extreme to another. This is because of total dependence on human interactivity or playing human nature, i.e. because human beings can never mechanize or replicate themselves. Ways to overcome this drawback: Training: A scheduled Training of the employees in respect of the work/service can prove to be the best solution to this drawback. E.g. America American n Medica Medicall Assoc Associat iation ion makes makes it mandat mandatory ory for its member member doctor doctorss to undergo 6 weeks of training every year or 6 month of training every 6 years. Automation: The service service provid providers ers analyze analyze that, that, human human quality quality deteri deteriorat orates es with with repetition of work; this has an ill effect during the final de livery of the service. E.g. Automatic blood testing equipments ensuring safety and accurac y 3) Inseparability: Servic Servicee transa transacti ction on becomes becomes unique unique because because it mandate mandates, s, during during transaction, the physical presence of the provider and the consumer. Ways to overcome this drawback:
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TYBMS - SEM V - SSM Compiled by Kripa Kalro Training: This is the best way out for the setback. As the provider of one service can not be made available at two different places at the same time if the situation demands so, unlike, in the case of products products where the producer of the same need not be present present at all times where the transaction takes place. E.g. Wockhardt & Duncans Gleneagles International as set up a dedicated teaching centre for paramedics, particularly, nurses and also provide higher-end courses for doctors. 4) Perishability: Services are intangible, they cannot be packed & neither can be stored nor can they be inventoried. The implication is that the service has to be produced and consumed instantly; there is no scope of storage. Ways to overcome this drawback: Managing demand & supply: That is to say that, there has to be provision for all sorts of stipulations at all times to the greatest possible extent. E.g. Service developments according to market needs.
INNOVATIONS INNOVATIONS IN HOSPITAL INDUSTRY • Auto Auto chec checkk-in in and and chec check k out out • Specia cialty ho hospit pitals als • Arom Aromat athe herrapy apy at at Apo Apolllo. lo. • Bive Bivent ntrricul icular ar paci pacing ng.. • Bone ba bank at AIIMS. • Hosp Hospit ital al admi admini nist stra rati tion on.. • Medi Medica call rec recor ords ds mana manage geme ment nt.. • Oxygen Oxygen unde underr pres pressu sure re trea treatm tment ent at at Apo Apoll llo. o. • Wast aste ma manage nagem ment. • Telemedicine. • Virtual Hospita itals
TECHNOLOGIES IN HOSPITAL INDUSTRY • Same day OPD • Online re reports • Imaging/ MR MRI Sc Scan • Key Hole Surgery • Medi edical cal tra trans nscr crip ipti tion on • Biotechnology • Nanotechnology • SST SST: Self Self che check ckin ing g Machi Machines nes// equip equipme ment ntss MARKET SEGMENTATION FOR HOSPITALS
A market is composed of different users having different responses to market offerings. This makes it essential essential that hospital hospital organizati organizations, ons, especially for making a microscopic microscopic
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TYBMS - SEM V - SSM Compiled by Kripa Kalro study study of user users’ s’ needs needs and requi require reme ment nt,, make make poss possib ible le grou groupi ping ng of mark market ets. s. The The marketing strategy formulated on the basis for segmenting the market is income. To To some extent regional considerations may also be adopted as a base for segmenting the market. The below is the segmentation on the basis of regional consideration:
Regional Segmentation
Rural Users
Urban Users
Educated Illiterate Poor
Educated Illiterate Poor
The aforesaid segmentation makes it clear that doctors would find a variation in the living habits of both the segments. Another important base for segmenting hospital services may be income group. This helps hospital organisations in identifying the status o f the users of services. It is essential as the marketing principles recommend different pricing strategies on the basis of level of income. Segment
No- Income
Middle- Income
Low - Income
High -Income
This would help hospital organisations in charging more from high and middle income groups, charging equal to cost from the low income group and making available free services to the no – income group. Another important advantage of this segmentation is concerned with implementation of modernization and expansion plan for the hospitals.
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TYBMS - SEM V - SSM Compiled by Kripa Kalro CLASSIFICATION OF HOSPITALS
The classification of Hospitals on the basis of objective, o wnership, path and size. OBJECTI VE there are three types: 1) On the basis of the OBJECTIVE
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Teaching cum research for developing medicines and promoting research to
improve the quality of medical aid. •
General hospital for treating general ailments.
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Special hospitals for specialized services in one or few selected areas.
bas is of the OWNERSHIP OWNE RSHIP , there are four fo ur types: 2) On the basis
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Government Government hospital hospital, whic which h is owne owned, d, mana manage ged d and and cont contrrolle olled d by
government •
Semi-government hospital, which is partially shared by the government.
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Voluntary organisations also run hospitals.
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Charitable trusts also run hospitals.
th e basis bas is of PATH OF TREATMENT, there the re are: 3) On the
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Allopath which is the system promoted under the English system.
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Ayurved , which is based on the Indian system where herbals are used for
preparing medicines. •
Unani
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Homeopath
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Others
4) On the basis of the SIZE, there are: •
Teaching hospitals – generally have 500 beds, which can be adjusted in tune
with number of students. •
District hospital – generally have 200 beds, which can be raised to 300 in
contingencies. •
Taluka hospital – generally have 50 beds that can be raised to 100 depending
on the requirement.
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TYBMS - SEM V - SSM Compiled by Kripa Kalro •
Primary health centers – generally have 6 beds, which can be raised to 10.
ISM/ 8 P`s WITH REFERENCE TO HOSPITAL I.PRODUCT
The main product in a hospital maybe any of the following: • • • •
Medical Services Medical Training Medical Education Medical Research
The main products of hospitals are medical services. The services rendered by hospitals or public health centers occupy a place of significance, especially while designing the product product mix. In addition addition to medical care, some hospitals also impart education; training and research facilities and some hospitals also educate and train paramedical officers, nurses and other technical staff. It is thus clear that the nature of the hospital governs the designing of product mix Medical services can further be classified as follows:
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TYBMS - SEM V - SSM Compiled by Kripa Kalro ♦ ♦ ♦ ♦ ♦
Emergency Out-Patient In-Patient Intensive Care Operation
SUPPORTIVE
SERVICES
To enrich the hospital services certain supportive services are found to be important e.g. sterilization, supply and maintenance of instruments, materials and garments etc. The catering catering department department compri comprises ses the kitchen kitchen,, bulk bulk food food stores stores and dining dining rooms rooms and supplies meals in the hospital. Heated trolleys have to be used to transport meals to patients. Pharmaceutical services also occupy a significant place as they influence the treatment programme of a hospital. An official laundry is essential to provide bacteria free garments and clothes. The patients need to be provided with disinfected and clean linen. The laboratories need to be properly manned and proper diagnosis needs to be given by them to enable right medical prescription. The establishment of laboratories should be between the OPD and indoors so that both areas are covered without delay or disruption. Clinical pathology, blood bank and pathological anatomy are important areas to streamline functional management of hospital laboratories. The radiology department should have hi-tech facilities keeping in mind patient load of the hospital. Currently ultrasound scanning and CAT CAT scanning have been found significant in improving services of the radiology department. department. The nursing services are also important among supporting services. Nursing services are managed by a matron who is assisted by a sister-in – charge. The norms accepted by the Indian Nursing Council should be followed. An ideal nurse-patient ratio is 1:5 which is hardly found in Indian hospitals. AUXILIARY SERVICES
Auxiliary services consist of registration and indoors case records, stores management, transportat transportation ion management, management, mortuary mortuary arrangement, arrangement, dietary dietary services, services, engineering engineering and maintenance service etc. It is important that these services are maintained properly which would would gover govern n the the succ succes essf sful ul oper operat atio ion n of a parti particu cula larr depar departm tmen ent. t. The The secu securi rity ty arra arrange ngeme ment nts, s, suppl supplie ies, s, trans transpor portt faci facili liti ties es etc etc canno cannott be ignor ignored ed.. For For a hospi hospita tall registration is a must as it helps in collecting statistics for a hospital e.g. admission, discharge and average stay of patients in the hospital. The central store issues bulk items. There are different types of stores like pharmacy stores, chemical stores, linen stores, glassw glassware are stores stores,, surgic surgical al stores stores etc. etc. For carria carriage ge of suppli supplies es and patient patientss trolle trolleys ys,, wheelchairs and stretchers are used. The hospital also needs a cold storage or mortuary for preservation of dead bodies till they are claimed by relatives or for post-mortem. The dietics department plays a vital role as it provides the hospital menu to meet the needs of patients. The services of well-qualified and trained dieticians help in providing nutritious diets. The engineering and maintenance services are concerned with hospital building, furniture and other equipment. A security force is essential to provide protection to the hospital property. Personnel related with defense or police should be given preference while appointing the security force.
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TYBMS - SEM V - SSM Compiled by Kripa Kalro Thus the line services, supportive services and auxiliary services are mainly concerned with Medicare facilities available in a hospital. The designing of product mix is meant to make suitable arrangements for improving the level of services in all concerned areas and in this context the medical education, training and research services play a significant part. Other Auxiliary services provided by some hospitals include
Rehabilitation center Physio therapy Occupational Therapy: Occupational therapy trains individuals on activities of daily living which will allow them to return home after getting cured from long drawn diseases Speech Therapy: De-addiction & mental health: Volunteer services: A few examples of areas a reas volunteers can work include: • Community Education • Emergency Department • Environmental Services • Information Desks • Marketing and Community Relations • Medical Records • Nutritional Services • Patient Care
MEDICAL EDUCATION: TRAINING AND R ESEARCH ESEARCH The teachi teaching ng hospit hospitals als are mainly mainly engaged engaged in offer offering ing medical medical educati education on facili facilitie ties. s. Research and training facilities are also made available in these hospitals where patients are used as inputs for teaching and research both by the teachers and by those who are taught. Medical institutes and medical colleges both offer education, training and research activities with one difference being that the institutes are specialized in a particular field and colleges are generalized.
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TYBMS - SEM V - SSM Compiled by Kripa Kalro
Levels of Service: CORE PRODUCT
Treatment of human ills
EXPECTED PRODUCT
Infrastructure to support reasonable number of beds
Operation theatres
Equipments – like Cardio-respiratory supportive equipment
AUGMENTED PRODUCT
Ambience:
Central Air-conditioning
Automation equipments (X-Ray Scanners, Printers, Photo Scanners, etc
POTENTIAL PRODUCT
TeleMedicines & Preventive Care
Service Flower
II.PRICE
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TYBMS - SEM V - SSM Compiled by Kripa Kalro Price is one of the most prominent elements in the marketing mix. Price charged must be acceptable to the target customer and it should co-ordinate with other elements of the marketing mix. Price charged by the hospitals usually depends on treatment prescribed prescribed by the respective consultants consultants and the facilities facilities offered offered to the patients. As the service is intangible it is very hard for determining the price of the particular service rendered on admission, an initial deposit will be collected at the impatient bil billling ing coun countter. er. The The amou amount nt depe depend ndss on the cat categor egory y of room oom and and the the treatment/s treatment/surgi urgical cal planned. planned. Various category of rooms, rooms, ranging ranging from the general ward, which attends to the need of the lower classes to the deluxe suite, which attends to the need of the middle and the upper classes. The prices vary from Rs. 250 for the general ward to Rs 20,000 for the deluxe suite. A hospital does not believe in profit maximization, it aims at providing quality for its customer at a reasonable price. Government hospitals fee/charge
Free for no income group (1)
Subsidized (for low income group) (2) Discriminatory pricing
Cost + losses from 2 (Middle-income group) (3)
Cost + surplus to make up the losses of 1 (high income group) (4)
1 = No income group. He/she is not in a position to earn something and so free of charge services. 2 = Low-income group. He/she earns something and so should contribute a portion of cost. 3 = middle-income group. He/she earns more than low-income group and so should make up the losses on account of low-income group. 4 = High-income group. He/she earns more and should make up the losses on account.
Pricing methods in private hospitals
1. Cost Cost base based d pri prici cing ng 2. Compe Competi titi tion on bas based ed pric pricin ing g
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TYBMS - SEM V - SSM Compiled by Kripa Kalro 3. Dema Demand nd bas based ed pri prici cing ng Differential pricing also takes place:
EXTERNALLY (BETWEEN TWO HOSPITALS) & INTERNALLY (WITHIN A HOSPITAL) Externally: - Between 2 hospitals even to provide the same treatment, the prices differ. Even though the operation to be might be the same, pricing differs due to the kind of the service service provid provided ed pre-po pre-post st operati operation on cost cost is associ associated ated with the kind kind of service service you provide provide & so the hospital hospital is bound to charge charge the patient patient for it. Lilavati Lilavati believes that it is not only a service organization but also a business organization but Nanavati believes that providing health care service is a charity it provides 250 free beds thus differentiating it. Lilavati’s location, the training provider hygiene/ ambience all is other contributing factors. Internally: Internally: -There is a price differentiation even between the 2 wards of the same hospitals. There is a difference between general ward and special ward where the rooms are air-conditioned air-conditioned and extra services services are provided. provided. Thus the pricing would be different different even the doctors visiting/consultation charges are different. Sometime if the patient is very poor then the doctor may wave his fees.
III.PLACE
In hospitals, distribution of Medicare services plays a crucial role. This focuses on the instrumentality of almost all who are found involved in making services available to the 11
TYBMS - SEM V - SSM Compiled by Kripa Kalro ultimate users. In case of hospitals the location of hospital plays a very important role. The kind of services a hospital is rendering is also very important for determining the location of the hospital. Eg. Tata memorial hospital specializes in cancer treatment and is located at a centre place unlike other normal hospitals, which you can find all over other places. It can be unambiguously accepted that the medical personnel need a fair blending of two important properties i.e. – they should be professionally sound and should have in-depth knowledge at psychology. A particular doctor might be famous for his case handling records but he may not be made available for all the patients because of the place factor. Now in this case the service provided, that is the doctor may be a visiting doctor for different hospitals at different locations to beat the place factors. Unlike other service industries, under hospital marketing all efforts should be for making available to the society the best possible medical aid. In a country like India, which is geographically vast and where majority of the population lives in the rural areas, place factor for the hospitals play a very crucial role. A typical small village / town may be having small dispensaries but they will not have super specialty hospitals. For that they will have to be dependent on the hospitals in the urban areas. IV.PROMOTION
Customers need to be made aware of the existence of the service provided. Promotion includes advertising, sales promotion, personal selling & publicity. Hospitals generally do not undertake aggressive promotion; they rely a lot on a favorable word of mouth. To increase the clientele, a hospital may continuously introduce different health services. Hospitals conduct camps in rural areas to give medical check ups at a reason reasonable able price price so that that they they approa approach ch the hospit hospitals als in the future future.. They generally generally advertise in the health & fitness magazines. As hospit hospitals als spend spend millio millions ns of rupees rupees in technol technology ogy and infras infrastru tructur cture, e, it becomes becomes necessary necessary,, that they attract patients patients and generate funds. funds. In order, order, to do the same, the hospitals follow various marketing and brand building exercises. Some of them are listed below: 1. Many hospit hospitals als have have emine eminent nt person personali alitie tiess from from the indus industry try in their their Board Board of of trustees. This indirectly leads to increase in, inflow of patients, working in the companies of these these Trust Trustees ees.. Beside Besidess the presen presence ce of eminent eminent personali personalitie tiess create createss a sense sense of confidence in the minds of people.
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TYBMS - SEM V - SSM Compiled by Kripa Kalro 2 Private hospitals can attract their shareholders by offering discounts. For example, a spec special ial disc discou ount nt of 20 perc percent ent on all all prev prevent entiv ivee heal health th check checkss is offe offere red d to all all shareholders of Apollo Hospitals Limited. 3. Hosp Hospit ital alss have have a longlong-te term rm under underst stan andi ding ng with with PPO’ PPO’ss (Pre (Prefe ferr rred ed Provi Provider der Organization), which further have understanding with corporates. Any case of sickness found in the employees of these corporates refer them to the PPO’s which further sends them to the hospital for check-ups and treatment. 4. The success success rate of crucial crucial operations operations and surgeries surgeries,, reflect reflect the technologi technological cal and knowled knowledgege- based edge of the hospital hospital over the’ compe competit titors ors.. Such Such succes successes ses are discussed in health magazines and newspapers, which become a natural advantage for the hospital. 5. Some hospitals hospitals by means of their their past track record record have created a niche market market for themselves. For example, Hinduja is known for its high-quality healthcare at reasonable rates, whereas Lilavati Hospital is known for its five star services. 6. Hospitals Hospitals hold seminars seminars and conferences conferences relating relating to specific specific diseases, diseases, where they invite the doctors from all round the country, for detailed discussion. This makes the hospital well known amongst the doctors, who could in future refer complicated cases to the hospital. 7. Hospit Hospitals als can also also promote promote medica medicall colleges colleges.. This This helps them them to generate generate extra extra resources in form of fees using the same infrastructure.
V.PEOPLE
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TYBMS - SEM V - SSM Compiled by Kripa Kalro In hospitals, the marketing mix variable people includes all the different people involved in the service providing process (internal customers of the hospitals) which includes doctors, nurses, supporting staff etc. The earliest and the best way of having control on the quality of people will be by approving professionally sound doctors and other staff. Hospital is a place where small activity undertaken can be a matter of life and death, so the people factor is very important. One of the major classifications of hospitals is – private and government. In the government hospital the people factor has to be specially taken care of. In Indian government hospitals except a few almost all the hospitals and their their person personnel nel hardly hardly find find the behavio behavioral ral dimens dimension ionss signif significa icant. nt. It is against against this this background that even if the users get the quality medical aid they are found dissatisfied with the rough and indecent behavior of the doctors. VI.PHYSICAL EVIDENCE
It does play an important role in health care services, as the core benefit a customer seeks is proper diagnosis and cure of the problem. For a local small time dispensary or hospital physical evidence may not be of much help. In recent days some major super specialty hospitals are using physical evidence for distinguishing itself as something unique. Physical evidence can be in the form of smart buildings, logos, mascots etc. a smart building infrastructure indicates that the hospital can take care of all the needs of the patient. Examples: 1. Lilavati Lilavati hospital hospital has got a smart smart building, building, which which helps, in in developing developing in the minds minds of the people, the impression that it is the safest option among the different hospitals available to the people. 2. Fortis Fortis and Apollo Apollo hospitals hospitals have a unique unique logo, logo, which can be easily easily identified. identified. Three Aspects of Physical Evidence are: Ambient Factors: Smell in the hospital, Effect of Colors used on walls Design Factors: Design of the rooms, plush interiors, ICU location, etc. Social Factors: Type Type of Patients that come co me to the Hospital VII.PROCESS
It is the way of undertaking transactions, supplying information and providing services in a way that is acceptable to the consumers and effective to the organizations. Since service is inseparable, it is the process through which consumers get into interaction with the service provider. Process generally forms the different tasks that are performed by the hospital. The process factor is mainly dependent on the size of the hospital and kind of service it is offering. Blue print of Hospital
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TYBMS - SEM V - SSM Compiled by Kripa Kalro
VIII.PRODUCTIVITY AND QUALITY RELIABILITY
Ensuri uring that Docto ctors experienced
ASSURANCE
Trust, the number of successful treatments
TANGIBLES
Gate of bldg, surrounding area, Surgery equipments, Rooms
EMPATHY
Courtesy shown by nurses, ward boys etc
RESPONSIVENESS
Emergency responsiveness
are are
well
train ained and
PEST ANALYSIS 1) Political Analysis:
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The govern governmen mentt is is reduc reducing ing its hold hold on subsid subsidies ies.. Ther Theree are are part partic icul ular ar pres pressu surre grou groups ps whic which h tend end to have have an infl influe uenc ncee on government hospitals • The The cost cost of medi medici cine ness also also tend tendss to affe affect ct hosp hospit ital alss besi beside dess affe affect ctin ing g the the pharmaceutical industries • Relationship Relationshipss between between neighboring neighboring countries countries also affect affect the the hospital hospital sector sector
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TYBMS - SEM V - SSM Compiled by Kripa Kalro 2) Economic Analysis:
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Incr Increas easee in incom incomee would would lead to an increas increasee in the the standar standard d of livi living ng.. Thus people’s lifestyles changes and health is better understood. Thus there is a room for specialized treatment, doctors, and hospitals • Governm Government ent has has made made loans loans easily easily avail availabl ablee and thus thus people people with with limite limited d means means could avail better/specialized treatment 3) Social Environment Analysis:
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Medical Medical faci facilit lities ies have have increas increased ed since since there there is more awaren awareness ess of health healthcar caree among the population
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Certai Certain n percent percentages ages of beds beds have have to be kept kept for for poor poor people. people. E.g. E.g. in in Bombay Bombay 20% 20% of beds has to be kept reserved for poor people.
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Look Look aft after er the the need needss of local local poor poor peo peopl ple. e.
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Open Open couns counsel elin ing g and and reli relief ef cent center ers. s.
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Teach hygiene hygiene,, sanit sanitati ation on amon among g the the poor poor masses masses..
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Safe Safe dispos disposal al of hosp hospit ital alss waste wastess like like used injec injecti tion on needle needles, s, waste waste blood blood etc. etc. and taking due care of environment.
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Spre Spreadi ading ng awar awarene eness ss about about vari variou ouss dise diseas ases es thro throug ugh h campa campaig igns ns and free free medic medical al check ups.
4) Technological Environment Analysis:
• • • • •
Breakt Breakthro hrough ugh innov innovati ation on in the fiel field d of speci speciali alized zed equi equipme pment nt Comm Commun unic icat atio ion n has has mana manage ged d to brid bridge ge the the gap gap betw betwee een n plac places es loca locate ted d at long long distances Test tube ba babies Mobi Mobili lity ty of medi medica call ser servi vice cess Mobi Mobile le phon phones es,, cred credit it card cardss (for (for pay payment ment purp purpos oses es)) etc etc have have made made doct doctor orss and and medical facilities easily available
ADDITIONAL MATTER 1) MAJOR CORPORATE PLAYERS The Apollo Group of Hospitals: The Apollo group is India's first corporate hospital, the first to set-up hospital outside the country and the first to attract foreign investment. With
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TYBMS - SEM V - SSM Compiled by Kripa Kalro 2600 beds, Apollo is one of Asia's largest healthcare players. The recent merger between its 3 group companies, Indian Hospitals Corporation Ltd., Deccan Hospitals Corporation Limited and Om Sindoori Hospitals Limited, will help the group raise money at a better rate and by consolidating inventory; it will save around 10% of the material cost. The group is planning to invest Rs.2000 crore, to build around 15 new hospitals hospitals in India, Sri Lanka, Nepal and Malaysia. Fortis Healthcare: Healthcare: Fortis Fortis is the late late Ranbaxy Ranbaxy's 's Parvin Parvinder der Singh' Singh'ss privat privately ely owned owned company. The company is a 250 crore, 200 bed cardiac hospital, located in the town of Mohali. The company also has 12 cardiac and information centers in and around the town, to arrange travel and stay for patients and family. The company has plans of increasing the capacity to around 375 beds and also plans to tie up with an overseas partner. Max India: After selling of his stake in Hutchison Max Telecom, Analjit Singh has decided to invest around 200 crores, for setting up world class healthcare services in India. Max India plans a three tier structure of medical services - Max Consultation and Diagnostic Clinics, MaxMed, a 150 bed multi-specialty hospital and Max General, a 400 bed hospital. The company has already tied up with Harvard Medical International, to under underta take ke clin clinic ical al tria trials ls for for drug drugs, s, under under rese resear arch ch abro abroad ad and and sett settin ing g up of Max Max University, University, for education educa tion and research. Escorts: EHIRC located in New Delhi has more than 220 beds. The hospital has a total 77 Critical Care beds to provide intensive care to patients after surgery or angioplasty, emer emergency gency admis admissi sion onss or othe otherr pati patien ents ts needi needing ng high highly ly spec special ializ ized ed manag managem ement ent including Telecardiology Telecardiology (ECG transmission through telephone). The EHIRC is unique in the field of Preventive Cardiology with a fully developed programme of Monitored Exercise, Yoga Yoga and Meditation for Life style management. Wockhardt & Duncans Gleneagles International: They are South South Asia's first Journal of Clinical Clinical Investigati Investigation on accredited accredited super specialty hospitals. hospitals. Have associations with Harvard Medical International, which gives them access to the best hospitals in the US for knowledge and research. Leader in medical tourism in India 2) MEDICAL TOURISM: Medical tourism (also called medical travel, health tourism or global healthcare) is a term initially coined by travel agencies and the mass media to describe the rapidly-growing practice of traveling across international borders to obtain health care. care. Such services typically include elective procedures as well as complex specialized surgeries such such as joint replac replacement ement (knee knee//hip hip), ), cardi cardiac ac sur surgery gery,, dental surgery,, and cosmet surgery cosmetic ic sur surgeries geries.. As a pract practic ical al matt matter er,, prov provide iders rs and and cust custome omers rs commonly use informal channels of communication-connection-contract, and in such cases this tends to mean less regulatory or legal oversight to assure quality and less formal recourse to reimbursement or redress, if needed.
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TYBMS - SEM V - SSM Compiled by Kripa Kalro Leisure aspects typically associated with travel and tourism may be included on such medical travel trips. Prospective medical tourism patients need to keep in mind the extra cost of travel and accommodations when deciding on treatment locations. Factors that have led to the increasing popularity of medical travel include the high cost of health care, long wait times for certain procedures, the ease and affordability of international travel, and improvements in both technology and standards of care in many countries. 3) PROBLEMS FACED BY THE INDUSTRY
Low public spending on health
Lack of adequate beds in the hospitals
Lack of emphasis on prevention
Enforcing standards of medical care rendered by hospitals and private health practitioners
Extremely low bed : people ratio
Dominated by Government and Charitable Hospitals
Excessive overlap across primary, secondary and tertiary care
Skewed towards urban populace
Lack of adequate corporatization
Insurance to provide financial protection from catastrophic events
More research, awareness and communication and greater public involvement in understanding health issues.
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