Hospitals

Hospitals Introduction With changing time society has developed many formal institutions for patient care i.e. Hospital. The Hospital provides various medical related services to both patient and society. With increase in number of health problems there is a need of intensive medical treatment and personal which is possible only in hospital where a large number of professionally and technically skilled people apply their knowledge with the help of world class expertise, advanced equipments and appliances. The first and foremost function of a hospital is to provide proper care to the person in need without any discrimination. The administration and management of such a complex organization requires technical and administrative knowhow. The efficiency depends on securing better output by utilising input optimally. Thus management plays a crucial role in hospital. The term hospital implies an establishment for temporary treatment of sick and injured. WHO however defines modern hospital as “A hospital is an integral part of social and medical organization, the function of which is to provide complete healthcare for the population, both curative and preventive and whose out-patient services reach out to the family and its home environment. The hospital is also a centre for training of health workers and for bio-social research.” In other words the primary function of hospital is the provision of diagnostic and therapeutic services to patients. Hospitals are basically service organization. The services provided by the organization are in the form of treatment and curing of serious problems of patients. And patient satisfaction has become an important performance indicator for the delivery of quality medical care services. Broadly the role of modern hospital has two major aspects viz. The curative and preventive aspects. (a) The Curative Aspect: It includes diagnosis, treatment and rehabilitation of patients. Rehabilitation means helping the physically and mentally handicapped to resume their normal roles as a productive member of society. (b) The Preventive Aspect: It includes health education, maintaining hygienic condition, immunization of the population beforehand. In developing country like India where overpopulation is the main issue prevention will always be better than cure.

Functions of Hospital

1) Investigation, Diagnosis and care of sick and injured: This is the most basic and primary function of hospital . At first the patient is investigated about the problems exhibited by them. When the condition of the patient requires detailed investigation they are diagnosed by the doctor and care of sick and injured is shown by the hospital authority in terms of facilities provided by them. 2) Healthcare supervision and prevention of diseases: Prevention and supervision has been given serious emphasis by the hospital administration now-a-days. Several immunization and vaccinations programmes for children is the preventive measures adopted by the healthcare practitioner. Hospital prevents the spread of communicable diseases and promotes the concept of prevention. 3) Education of medical workers: Doctors, nurses, physical therapists, social workers are educated and their practical education is only possible in hospitals 4) Medical Research: Hospitals offer medical workers opportunities for investigations in the form of laboratory facilities, trained personnel, and patients and accumulated records, which are not available elsewhere. The statistical side of the research works in the hospital help to evaluate the occurrence and prevalence of particular disease in locality or society and the health status of a country.

5) Rehabilitation: It is an additional service required by stabilized patient to recover from illness who still needs inpatient care. They might require specialized therapies in order to live their life once again normally and might require social work assistance.

Classification of Hospitals

HOSPITALS

Objective

TeachingcumResearch

Ownership

Government

Semi-Govt

Path

Allopath

Ayurved

Size

District

Taluk

General Voluntary Special

Homeo

Agencies

Primary Health Centre

Unani Private Charitable

Teaching Others

Apollo Hospitals Enterprise Limited Company Overview Apollo Hospitals was established in 1983 by Dr. Prathap C Reddy. It was India’s first corporate hospital, and is acclaimed for pioneering the private healthcare revolution in the country. Since then, Apollo has risen to a position of leadership and has emerged as Asia’s foremost integrated healthcare services provider. It has a robust presence across the healthcare ecosystem, including Hospitals, Pharmacies, and Primary Care & Diagnostic Clinics. The Group also has Telemedicine units across 10 countries, Health Insurance Services, Global Projects Consultancy, Medical Colleges, Medvarsity for E-Learning, Colleges of Nursing and Hospital Management and a Research Foundation. Apollo Hospitals Enterprise Ltd., incorporated in the year 1979, is a Large Cap company (having a market cap of Rs 14784.14 Crore) operating in Pharmaceuticals and health care sector. Apollo Hospitals Enterprise Ltd. key Products/Revenue Segments include HealthCare Services which contributed Rs 3567.22 Crore to Sales Value (55.37 % of Total Sales) and Pharmaceuticals which contributed Rs 2874.55 Crore to Sales Value (44.62 % of Total Sales) for the year ending 31-Mar-2017. For the quarter ended 31-12-2017, the company has reported a Standalone sale of Rs 1896.14 Crore, up 2.40 % from last quarter Sales of Rs 1851.64 Crore and up 12.82 % from last year same quarter Sales of Rs 1680.61 Crore Company has reported net profit after tax of Rs 67.44 Crore in latest quarter.

The main focus of Apollo enterprise is in clinical excellence. They are well known for their innovations in technology. Soon the country’s first ever Proton Cancer treatment centre will be launched by Apollo and it will serve over 3 billion people all across the globe.

Vision and Mission Vision: Apollo's vision for the next phase of development is to 'Touch a Billion Lives'. Mission: "Our mission is to bring healthcare of International standards within the reach of every individual. We are committed to the achievement and maintenance of excellence in education, research and healthcare for the benefit of humanity"

Product, Service and Facilities (A)

Products (i)

Apollo Hospitals Apollo Hospitals is Asia's largest and most trusted healthcare group and its presence includes 9,215 beds across 64 Hospitals, 2,200 Pharmacies, over 90 Primary Care and Diagnostic Clinics, 110 plus Telemedicine Centres and 80 plus Apollo Munich Insurance branches panning the length and breadth of the Country.

(ii)

Reach Hospitals It is the latest visionary development of Apollo in which world class health care facilities is provided to smaller urban cities and rural areas.

(iii)

Apollo Pharmacy Apollo Pharmacy, a division of Apollo Hospitals Enterprise Ltd., is India's first and largest branded pharmacy network, with over 2200 pharmacies across 20 states. Accredited with International Quality Certifications, Apollo Pharmacy offers genuine medicines round-the-clock, through the network of 24 hour pharmacies. Apollo Pharmacy also provides customer care at any time of the day.

(iv)

Nurse Station It is a unique initiative in which nurse is employed or present at pharmacies of Apollo in order to provide medical treatment in case of emergencies

B) Services: (i) Core Specialities: 1. Bones and Joints 2. Brain and Spine 3. Emergency 24×7 4. Pulmonologist and Critical Care

(ii) Apollo Diagnostics: 1. Radiology Services 2. Laboratory Services 3. Blood Bank

(iii) Apollo Clinic: 1. Endocrine and Bone Health 2. ENT 3. Heart Care 4. General Medicine 5. Gastroentology 6. Minimal Access Surgery 7. Cancer 8. Cosmetology 9. Nephrology and Urology.

C) Facilities:1. Parking 2. Internet 3. Laundry Services 4. Telecommunication Services 5. Interpretation Services 6. Bank & ATM 7. Money Transfer & Currency Exchange 8. Intercontinental Food 9. Cafeteria

Market Analysis Marketing Mix (A) Product: Apollo hospital provides quality healthcare services with more than 53 branches across the country. Prominently Apollo is known best for heart problems and Knee and Hip replacement surgeries besides other major ailments. The specialities include – Heart, Orthopaedics, Spine, Cancer Care, Gastroenterology, Neurosciences, and Nephrology & Urology Critical Care. (B) Price: The hospital is priced premium and it can afford to do the same because of its positioning and its assurance as well as the reliability on the brand of Apollo hospitals. Along with it, it also helps that there are so many locations and specialities in Apollo hospitals. Thus a patient is reassured of his well being. (C) Place: Apollo Hospitals has around 8500 beds across 53 hospitals in India and overseas. It is located in 15 different places across India which includes Ahmadabad, Aragonda, Bangalore, Bhubaneshwar, Bilaspur, Chennai, Delhi, Hyderabad, Kakinata, Kolkata, Madurai, Mauritius, Mysore Noida. (D) Promotion : Apollo promotes itself through the Community Initiatives viz 

SACH – Save a Childs Heart

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CURE – Extends preventive as well as rehabilitative cancer treatment to the

economically backward. 

SAHI – Society to Aid the Hearing Impaired



DISHA – Distance Health care Advancement Project

(E) People: Currently engages more than 19,000 doctors, nurses, paramedics, clinical staff and management professionals to manage over 8500 beds across 53 hospitals in India and abroad. Along with this Apollo Hospitals have several courses along with research facilities to facilitate innovations. (F) Process: The largest achievement of the Apollo Group has been to take quality health care to across the length and breadth of India. This operation in itself involves very established procedures and documentation.

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It has been a major player in scripting the medical landscape of the nation. This is primarily because the group has continuously been at the helm of several gamechanging innovations in Indian health care.

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Apollo hospitals is NABH, NABL accredited and also has ISO 9002 award.

(G) Physical Evidence: Apollo Hospital has been known for its quality health care services, at much affordable price. 

Provides the services for all the ailments & diseases, assuring the healthy recovery with quality care from the staff.



Apollo Hospitals conducts a rigorous site survey process as well to take care of various parameters in all their hospitals.

Market segmentation “It consists of a group of customer who share similar set of wants” Divided into 5 major segments: 1. Corporate 2. Public sector units 3. Banks 4. Doctor referrals

Positioning 

Identification of right corporate, doctor drive



Empanelling tie up

Each brand endeavours to build a lasting relationship with the buyer and is strongly positioned in its particular segment. Apollo Hospitals thrives on the ‘landmark healthcare services’ which is well equipped with the state-of-the-art medical equipments.

SWOT Analysis

Strengths Strengths of any organization encounter and accumulatively account for the positive aspects of any brand. This is exactly what the case with the Apollo Hospitals is as well. It accounts for a number of strengths that makes it one of the most favourable hospitals around the country. The following are the strengths of Apollo Hospitals: 

Present in all the major cities – one of the best aspects of this hospital is its availability across all the major cities across India. This ensures to make it easier for people to avail the services from anywhere they are located in. This makes it a lot easier to avail any of the services, even during the times of emergency because of the easy availability of the hospitals across the various cities.



Highly qualified and experienced doctors – the doctors and facilities are what make a hospital good. This is something that is readily available in Apollo Hospitals. Every single appointed doctor is highly qualified with impeccable experience which ensures that you are in good hands and not just callous ones. This is what segregates this hospital from the sea of other hospitals.

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Big brand name – the brand name of Apollo Hospitals is yet another thing that sets it apart from the other hospitals. The brand name has been the result of years of hard work and dedication put behind the same.

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Amazing services – prompt services in Apollo Hospitals is another positive aspect of it. It has a dedicated emergency section which tends to severe and most important cases. Not just that, it even has separate sections for all the different aspects including renal, cardio and even the gynecology and cancer departments.

Weaknesses Weaknesses in an organization account for the downside in a brand’s works and services. There might not be many downsides when it comes to Apollo Hospitals, but there are some. Some of the weaknesses of Apollo Hospitals include: 

High costs – this is one of the downsides that have been around since the beginning. Even with the world-class services that they provide, they charge a hefty amount of money which is not always affordable by the common people. This is why this hospital is not always the first option for the ordinary people, even with the kind of services that they provide.

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Lack of it in suburban areas – the hospital is mainly found around the main cities and not built around the suburban areas. This is why many patients fail to avail the services of the hospital if they are from a remote of the suburban area.

Opportunities Opportunities classify as the sectors in the market where they can expand and spread their name in. It accounts for the main sectors where the brand can grow and proliferate. The opportunities that can be cited for the Apollo Hospitals include: 

Increased costs of healthcare in western countries – even with the increased costs in Apollo Hospitals, it is a lot lesser than what you would normally pay for in the western countries. This is exactly one of the reasons for the rising opportunities that this hospital has over its contemporaries.

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Underdeveloped healthcare availability – India is that third world country that is evolving in terms of hospitals and healthcare. This is definitely one of the main reasons which account for positive opportunities for the Apollo Hospitals. The lesser amount of developed healthcare service providers around the country pose as one of the best opportunities for this hospital.

Threats The threats account for the obstacles along the path of success for the brand. The threats that are expected to be experienced by the Apollo Hospitals include: 

Newer evolving hospitals – with the advancing technology and newer medical interventions, several hospitals are evolving with their services as well. This is one of the primary threats that the Apollo Hospitals might encounter in the coming future. Newer technologies are being added and most of the high-end hospitals are incorporating the same into their services to be able to successfully serve people with their added and advanced services. This is one of those threats that this establishment might face along the way but with the amount of brand trust that it has built surrounding it, it is going to be hard to deter it from its place.

All-India Institute of Medical Sciences (AIIMS) Company overview Creating a country imbued by scientific culture was the dream of J.L.Nehru. The health survey ad development committee led by Sir Joseph Bhore , an Indian Civil servant had in1946 already recommended to set a national medical centre. The dream of Nehru and recommendation of Bhore committee led to establishment of AIIMS with the grant and help of

Newzealand government in 1952. The AIIMS was finally created in 1956, as an

autonomous institution through an Act of Parliament, to serve as a nucleus for nurturing excellence in all aspect of health care. All-India Institute of Medical Sciences was established as an institution of national importance by an Act of Parliament with the objects to develop patterns of teaching in Undergraduate and Post-graduate Medical Education in all its branches so as to demonstrate a high standard of Medical Education in India; to bring together in one place educational facilities of the highest order for the training of personnel in all important branches of health activity; and to attain self-sufficiency in Post-graduate Medical Education. AIIMS tries very hard to make world class clinical care to under-privileged population. While it’s magnificent buildings and equipment provides a superficial image, a visit to the hospital will give a real picture. AIIMS have pioneered in the areas of cardiac catheterization, heart valve surgery, multi organ transplant and many more having more than 600 research publications by its faculty and researchers in a year. AIIMS also runs a College of Nursing and trains students for B.Sc.(Hons.) Nursing post-certificate) degrees. The Institute has comprehensive facilities for teaching, research and patient-care. As provided in the Act, AIIMS conducts teaching programs in medical and para-medical courses both at undergraduate and postgraduate levels and awards its own degrees. Teaching and research are conducted in 42 disciplines. In the field of medical research AIIMS is the lead.

Vision, Mission and objectives Vision: Vision is to be one of the ten best academic centres of Paediatrics in the world before 2020.

Mission: Our mission is to improve the health of children through world-class excellence in: a) Education. Imparting knowledge, skills and competencies in child health to diverse providers; b) Patient care. Ensuring specialty-based, evidence-based, equity-driven and state-of-theart paediatric care; c) Research. Creating and translating knowledge to improve child health at individual and population level; d) Innovation. Innovating solutions and harnessing novel technologies to preserve, protect and restore child health; and e) Policy assistance. Extending technical assistance for child health policy and program to government and other stakeholders

Objectives of AIIMS 

To develop a pattern of teaching in undergraduate and postgraduate medical education in all its branches so as to demonstrate high standard of medical education to all medical colleges and other allied institutions in India.

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To bring together in one place educational facilities of the highest order for the training of the personnel in all important branches of the health activity.

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To attain self sufficiency in postgraduate in medical education.

List of AIIMS Name AIIMS New Delhi AIIMS Bhopal AIIMS Bhubneshwar AIIMS Jodhpur AIIMS Patna AIIMS Raipur AIIMS Rishikesh

Established 1956 2012 2012 2012 2012 2012 2012

City/Town New Delhi Bhopal Bhubaneshwar Jodhpur Patna Raipur Rishikesh

State Delhi Madhya Pradesh Odisha Rajasthan Bihar Chhattisgarh Uttarakhand

The target doctor patient ratio that the government wants to achieve is 1:1000 by 2021 which is 1:2000 at present i.e. there is one doctor for every 2000 patient in AIIMS. The aim is to reduce the shortage of doctors which is currently pegged at 8lacs.

Upcoming AIIMS in India  Budget 2014-15: Finance ministry announce a budget of 500 crores for setting up AIIMS in Andhra Pradesh, West Bengal, Vidharbha region of Maharashtra and Purvanchal region of Uttar Pradesh.

 28 feb 2015; Jaitely announce five more new AIIMS Jammu & Kashmir, Himachal Pradesh, Punjab, Assam and Tamil Nadu

 Budget 2017-17: Jaitley announce two more AIIMS in Jharkhand and Gujarat. A site in Deoghar was assigned for Jharkhand while no sites have yet been assigned foe Gujarat.

Marketing Mix (A) Product: Product and Service bundle offered by AIIMS are patient care, teaching and research. It also runs a nursing college to train students for B.sc(Hons.) nursing post certificate degree. (B) Price: Since it is a government organization targeting mainly middle class and poor peoples in the society, it practices providing healthcare services at a low and affordable price. Rather than focusing on profit maximization it aims at the welfare of people. (C) Place: It operates in seven major cities in the country i.e. Delhi, Patna, Jodhpur, Bhubhneshwar, Raipur, Rishikesh and Bhopal. It is also planning to prvide their

services in West Bengal, Jharkhand, Gujarat, Jammu&Kashmir, vidharbha region of Maharashtra,etc. (D) Promotion: It believes in the idea of promoting the organization through the quality of services provided by them. There is a still very much scope of promotion activities. (E) People: It engages 1323 doctors and 1810 nurses in its main hospital in delhi which has a capacity of 1766 beds. (F) Process: The AIIMS group involves quality healthcare in affordable price across the nation in its process. It tries to achieve efficiency through smoothing the process of delivery of services. (G) Physical Evidence: Being a government Organization it is having a proper setup of infrastructure and facilities to ensure better healthcare services to the mass.

SWOT Analysis Strengths 

Patient volumes and training opportunities



Resources

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Low treatment Cost



Organizations and publication

Weaknesses 

Research



Heterogeneity



Specialization

Opportunities 

Recognition



Collaborative Work



Medical tourism and returning expatriates

Threat 

Sustainability of Engagement

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Equitable standard maintenance

Private Vs Public  Cleanliness comparison between private and public hospitals. 60 50 40

Excellent Very Good

30

Good 20

Adequate

10 0 Private

Public

Hygiene is one of the key factors in healthcare/hospital industry. Here the private firm is more concerned about the cleanliness and hygiene which can be interpreted from the above graph.  Accommodation rate of ward with regard to private and government hospitals 45 40 35 30

always

25

usually

20

sometimes

15

never

10 5 0 private

public

Accommodation to the patient is the basic facility that a patient seeks during treatment and medication. Here we see that private hospitals are having an advantage over public in terms of accommodation facilities.

 Preferred hospital (public or private)

People Private Public

Private hospitals are more preferred than public hospitals because of the several factors like cleanliness, accommodation facility, treatment procedures, ease of service availability etc. However price is a factor which is much higher when compared to the government hospitals thus restricting poor people to avail the services from private hospital. Source: New man international journal, A comparative study between public and private hospitals working in Hyderabad-Faimunissa Ahmed Khan, & Arjumand

Fatima

sRatio Analysis of the year