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EXECUTIVE SUMMARY

1)Title: A Study on Patient Satisfaction of Indoor and Outdoor Patients in Shree Krishna Hospital and Suggestions for a Brand Repositioning Strategy 2) Organization: H.M. Patel Centre for Medical Care and Education, Charutar Arogya Mandal 3) Reporting Officer: Shri Pragnesh Gor 4) Faculty Guide: Prof. G Krishnamurthi 5) Students’ Name: Alok Dubey (24043) and Berenice da Gama Rose (24045) Summary: Shree Krishna hospital, Karamsad is a 500-bed hospital managed by the Charutar Arogya Mandal. It is well equipped with modern operation theatres, ICUs, a blood bank, pathology and radio diagnostic testing facilities and above all, competent doctors available round the clock. It has been providing excellent medical services at affordable rates. The hospital out- patient department services an average of 1.75 lakh patients annually and inpatient admissions are over 15000. Recently, although it has upgraded its facilities, reduced its rates, and is ready to open a new cancer therapy facility, the patient load especially in the inpatient category has fallen sharply. Patients seem to be going elsewhere for treatment. In order to find out the reason for the sudden drop in patient strength, a study on patient satisfaction of both indoor and outdoor patients was undertaken. Objectives: ♦ To assess the level of satisfaction among the patients and their relatives with regard to quality of services provided by the hospital in both In-patient and Out-patient Departments. ♦ To find the key areas of appreciation and complaints (in any) of the present services provided by these departments. ♦ To suggest measures to overcome complaints, if any Methodology: The study was conducted using a patient survey of 240 patients, 120 indoor and 120 outdoor, spread across departments. Also, in order to gain an insight into why non users of the hospital’s services are not coming here for treatment, an image perception survey of 120 residents, (60 from Anand, and 60 from Vallabh Vidyanagar) was conducted. Both qualitative and quantitative information was gathered. Data Sources: Secondary data was gathered from books, journals and the internet during the initial phase of the study. Primary data was gathered from the patient survey and household survey. Findings: Certain differences were found in satisfaction levels, between Krupa vs. nonKrupa, rural vs. urban, and outpatient vs. inpatient categories. However, the patients seemed to be satisfied with the performance on the whole. The image perception study gave a clear indication why non-users of the hospital prefer to go elsewhere and why the patient load has been decreasing. The choices open to patients are several, with the increase in private practitioners who offer the best facilities, and are also easily accessible. The bad reputation of Shree Krishna Hospital, from the past, will have to be undone by goodwill and image building strategies to win back patients. Recommendations: A brand repositioning strategy was recommended to the hospital, as well as techniques for solving internal coordination problems that deter patients. Suggestions from the patients, based on the aspects that they were dissatisfied with, were also incorporated. Gaps in service provided were identified and methods for dealing with these were suggested.

Dubey, Rose

Conclusion: The hospital should look outward at its competitors and outdo them rather than upgrading itself, technologically, without catering to the patients’ real wants and needs.

Dubey, Rose