At: -
Submitted To: -
Submitted By: -
Bhoumik Bhoi
SM20090002
July, 2010
CHAPTER – 1. SELECTION OF TOPIC
1.1 Topic:
“Promotion Activities for Retention of Patient”
1. Why?
– Promotional Activities is very important in any organization. Today we now that the
competition & technology is very fast. Every hospital needs promotional activities to
some extent .so the topic conveys the study why hospital needs promotional activities so
the topic is taken too in the study of marketing structure in the hospital i.e. Metro heart
institutes
1. Whom?
– The topic selection was done by HR Department superior .Has HR dept. is the reformer
who convicts the delegations.
1. Where?
The research is conducted in one of the coming health care services institute in Baroda i.e.
Metro heart institutes
1.1 Definition and Background Information about the topic:
Future
Would hospital marketing become more aggressive in the future? “We can no longer rely
on word of mouth for getting patients. Hospitals, mainly the corporate ones, would
definitely get more aggressive to survive the intense competition,” avers Juhi Bhandari,
marketing manager, Hinduja Hospital. However, Nabar disagrees, saying, “Aggressive
marketing is not necessary in healthcare sector as it would not fetch more patients.
Patients’ decision to choose a hospital is based on three factors: facilities available in
the hospital, expertise of doctors and vicinity.”
Will new marketing mantras emerge in the future? The answer lies in the thought process
of the new faces in this sector. According to Manish Sharma, management trainee,
Hinduja Hospital, “As in the West, in future, tertiary care Indian hospitals need to
conduct research so as to segmentize the market and tap that area from which patients
are not turning up.” For instance, if research shows that a hospital is not attracting
enough patients from a particular age group or a disease profile, it needs to strategize to
get those patients.”
➢ Client satisfaction
➢ Promotional Activities
• Client satisfaction:
– Low cost
– Good services
– Treatment
– Scheme facilities
– Good Doctor
• Promotional Activities: Discount Facilities
– Advertising
– Tele Marketing
– Location
– Facilities
– Brand
– Pharmacy
– Corporation Relation
– Radio Marketing
– Specific Doctor
CHAPTER – 2. COMPANY PROFILE
Followed by Metro Centre for Liver & Digestive Diseases, Metro Center for
Respiratory Diseases, Metro Heart Institutes at Meerut, Faridabad; Lajpat Nagar, Patel
Nagar, Preet Immediately after foraying into the heart care segment, Metro Multispeciality
Hospital was started in September 1998, Vihar at Delhi and Metro Hospital & Research
Centre at Vadodara.
Metro Hospital & Heart Institute is world renowned for its work and contribution
in Cardiology & other specialities. Our hospital is committed to providing the state of the
art technology in healthcare treatment, for excellence patient satisfaction. Since 1994, we
have helped enhance the lives of thousands of people who have chosen us for quality
healthcare service.
Careers
The talent and passion of our people is critical to our success and we foster it by providing
an exhilarating working environment that inspires lateral thinking, fosters team spirit and
encourages open communication. Metro Hospital provides excellent opportunities for the
right people to progress with it. Remunerations are one of the best in the market. We have
created an environment conducive to challenging and rewarding career paths for passionate
professionals
Chairman's message
The growth & development of the organization is based on the techniques and getting
inclusive to the new therapies and other new curing technologies. And, the growth
and development of any industry or company is based on some of the factors of the
company which concern to the affecting factors.
Some of the factors affecting to the company in growing rates and other
skilled positioning are:
• Infrastructure
• Customer Services
• Policies
• Employee participation
• Cleanliness
• Daily resemblance of the patients
• Visiting Doctors
• Surrounding Environmental factors
• Pharmacy Facilities
• Substitutes
• Competitors
These are some of the factors affecting to the company for their growth and
development.
WHO’S WHO
Finance Depatment
H.R Head
MARKETINING
Medical Department
Pharmarcy Depatment
Bio-Medical Department
O.P.D incharge
Store Department
Nitin Patel
A. COMPETITIVE SCENARIO
• Bhilal amin.Gorva.Baroda.
Canteen Facilities
Pricing for the operations taken into care over in the company
Place of the infra – structure of the company
Based on the upper class and upper middle class people only
(As the pricing is to be taken into consideration)
Difference from other competitors:
Specialized experience doctors in fields
Visiting doctors
Heart treatment facilities
Key Hole Surgery
Renal Transplant Program
A. MARKET SHARE:
➢ Positioning:
The market positing is quite good then the other competitors as the
company is one of the oldest hospitals in the town.
The facilities they provide for the customers.
The ethical views of the company compared to the others.
New technological therapy systems add on to the company.
Adaptability to the new environmental factors in the current scenario
➢ The industrial life cycle is totally based on to the health care services. The
company i.e. Metro Hospital established their entire scenario towards the
conception of to be the best in the fields..
➢ It was the autonomous hospitalized company which provided the seek facilitation
to the people.
➢ The establishment was in 1997, and from that never looked back
➢ After that the company got the promotional services to their own premises and the
company was then one of the leading health care servicing institutes on the city.
LIFE CYCLE:
The growth stage consist of such things and mentioned as you follow:
Introduction:
The induction of the product i.e. when the hospital was been
brought to be used and start was taken to cure the customers.
Growth:
The growth stage of the company took place when the ages went to
be passed out and with it the new dimensions of the diseases took
pathway in between the life cycle of the people of the particular
city or town.
.
Maturity:
The maturity stage of the company came when the “treatments
came true” for the new formations of the diseases.
The new techniques and new formations for operating the patients
came true and then was the maturity took place for the company.
Decline:
Still, the decline stage is not overt to the company because they are
in that type of profession that development is the prior factor.
So, the growth of the company is in every short cleft of the
period. Everyday update is necessary to the company and they are
at the path of the cleft development.
– PHASE:
The phase in which company is in the maturity stage but still in the
developing mode because in the kind of health care field they are in, they
are always in the verge of better development.
So this kind of industry always needs to be in the motto of getting more
and more developing static
Always in the reform kind of mind set because it is the need of the
company to say to their position in the current market.
A. INDUSTRY SPECTRUM:
– The growth and development of the company deals with the reining improvements
in their structuring.
– The crafting of new technology in the development of the company’s participations
in treatments.
– The new recruitments of the promising interns & also the flicks of experienced
doctors in their respective fields.
CHAPTER – 3.
MARKETING:
• Product Portfolio: The product portfolio is the collection of businesses and products
that make up the company. The best product portfolio is one that fits the company's
strengths and helps exploit the most attractive opportunities.
Pricing:
– In the company, as per the given above product list, the pricing also depends on
every individual services they provide.
– All cases, the fluctuating of the pricing is placed.
– It also depends on the customers needs and demands from the company which
provide the facilities of the above given options.
– It also depends on the priority factors of the services rendered to the customer of
the company.
– Some of the exmaples are listed as you follow:
PERSONNEL MANAGER
The structure of the Human Resource Department consist of the “PERSONNEL MANAGER”
and with it, one officer is been appointed. A junior officer too which is on through to the
helping hand of the officer. And, assistant also is been a key to the organizational chart of
the Human Resource Department of the Company i.e. Metro.
• JOINING:
➢ Salary fixation of newly joined candidates..
➢ Functional / On the Job induction programs.
➢ Issuing identity cards.
➢ Issuing punching cards.
• TIME – KEEPING:
➢ Attendance monitoring for non – punching categories.
➢ Data management for salary purpose.
➢ Generation & analysis of reports: Absenteeism, over – time, Compensatory offs,
Late Coming, etc.
➢ Identification of chronic late comers & consequential actions for improvement.
✔ SALARY ADMINISTRATION:
➢ Earnings: Attendance, leave, other allowances, etc.
➢ Deductions: Statutory under PF, I – Tax, professional tax, etc.
➢ Deductions: Non – statutory – advances, loans, etc.
➢ Periodic Increments.
✔ PERFORMANCE PAYMENT:
➢ Periodic appraisal through formal & non – formal systems.
➢ Conformation / extension of probation of employees.
➢ Promotions & consequential salary function.
✔ OPD MANAGEMENT:
➢ General management of OPD.
➢ Daily arrangement of staff & doctors.
➢ Execution of social work assignment.
➢ Routine administrative activities.
• EVENT ORGAQNIZATION:
➢ Organization of various festivals’ celebrations.
➢ Management of other general functions.
➢ Conference management.
• WELFARE ACTIVITIES:
➢ Staff Welfare loan, poor fund loan, PF loan, etc.
➢ Uniforms distribution.
➢ Quarters’ allocation & maintenance activities.
• CONTRACT MANAGEMENT
➢ Designing & finalisation of contracts with medical consultants.
➢ Renewal of contracts.
➢ Operating various terms of contracts.
• CENTRAL REGISTRY
➢ Management of posts’ requirement –To & Fro postal assistance.
➢ Assistance for tax / Photocopying requirements.
• KITCHEN:
➢ General coordination.
➢ Administrative work in consultation with dietician.
➢ Maintenance of discipline: Counselling & or disciplinary actions.
• SECURITY:
➢ Administration of security contracts.
➢ Security regulations & systems / procedure.
➢ Keys management of entire Hospital premises.
• CAFETERIA
• ROUTINE ADMINISTRATION OF CAFETERIA
• TRANSPORT MANAGEMENT
• LIBRARY MANAGEMENT
• GARDEN SUPERVISION
• PUBLIC RELATIONS
• ADVERTISEMENT & PRESS NOTE IN NEWSPAPER
• GENERAL COORDINATION
• LABOURATORY / RADIOLOGY / PHYSIOTHERAPY STAFF MANAGEMENT CO -
ORDINATION FOR ADVISORY COMMITTEE MEETINGS
ORGANIZATION STRUCTURE
Chairman
Chief administrator
D.N.SuyaL
Valsama
1. ACCOUNTING:
• BANKBOOK
➢ Prepare debit vouchers.
➢ Prepare credit vouch
➢ Prepare pay - order
➢ Cheque deposit in the bank
• PURCHASE BOOK
➢ Bills receive from purchase department
➢ Checking & scrutiny of govt & purchase bill
3. PAYMENT
• PARTY PAYMENT
➢ Party wise bill pullout from the scar file
➢ Prepared pay orders
➢ Prepare cheque
➢ Put paid ,cheque number & date rubber stamp on all purchase bills
• DOCTORS PAYMENT
➢ Received doctor share sheets from account dept
➢ Checking & scrutiny of the data
➢ Prepare cheques
➢ Dispatch cheques to the account dept
• RETAINERS PAYMENT
➢ Received data from personnel dept.
➢ Checking & scrutiny of the data
➢ Prepare cheques
➢ Dispatch cheques to the concern retainer
4. FILLING
• Debit voucher
• Credit voucher
• Bank books
• Journal voucher& book
• Purchase voucher & book
• Petty cash voucher & book
• Income tax dept
➢ Deduct tax from the salary of employee
➢ Prepare challan &deposit in the bank
➢ File the annual return in form no. 24
The Porter's 5 Forces tool is a simple but powerful tool for understanding where
power lies in a business situation. This is useful, because it helps you understand both
the strength of your current competitive position, and the strength of a position you're
looking to move into.
Supplier Power
Barriers to Threats of
Entry RIVALRY
Substitutes
Buyer Power
Brainstorm the relevant factors for your market or situation, and then check against the
factors listed for the force in the diagram above.
Supplier Power:
Here you assess how easy it is for suppliers to drive up prices. This is driven by the
number of suppliers of each key input, the uniqueness of their product or service,
their strength and control over you, the cost of switching from one to another, and so
on. The fewer the supplier choices you have, and the more you need suppliers' help,
the more powerful your suppliers are.
And, it includes:
– Suppliers large
– Similar products
– Differentiation of inputs
– Impact of inputs
1) Barriers to Entry:
Power is also affected by the ability of people to enter your market. If it costs little in
time or money to enter your market and compete effectively, if there are few
economies of scale in place, or if you have little protection for your key technologies,
then new competitors can quickly enter your market and weaken your position. If you
have strong and durable barriers to entry, then you can preserve a favorable position
and take fair advantage of it.
And, it includes:
– No technology protection
– Brand Identity
– Government Policy
– New product launch
1) Buyer Power:
Here you ask yourself how easy it is for buyers to drive prices down. Again, this is
driven by the number of buyers, the importance of each individual buyer to your
business, the cost to them of switching from your products and services to those of
someone else, and so on. If you deal with few, powerful buyers, they are often able to
dictate terms to you.
And, it includes:
– Product differentiation
– Price sensitivity
– High buyer power
Threats of substitution:
This is affected by the ability of your customers to find a different way of doing what
you do – for example, if you supply a unique hard ward materials that automates an
important process, people may substitute by doing the process manually or by
outsourcing it. If substitution is easy and substitution is viable, then this weakens
your power.
And, it includes:
– Price Performance
– Competitors
1) Rivalry:
What is important here is the number and capability of your competitors – if you
have many competitors, and they offer equally attractive products and services, then
you’ll most likely have little power in the situation. If suppliers and buyers don’t get
a good deal from you, they’ll go elsewhere.if no-one else can do what you do, then
you can often have tremendous strength.
➢ ETOP:
ETOP is commonly used to report the external environment situation. It is used to relate to
external business environment. It considers with the external factors of the company. And,
also deals with the Opportunities and Threats.
Environment Threats:
– The environmental threats are not yet been briefly contrasted in the hospital scenario
because the environment is very friendly to the company i.e. to the company namely
Metro Hospital
– Though the company is situated in one of the wisest industry estate i.e. Alembic Ltd.
– But, still the environmental threatening factors are not yet defined and are at its one
of the safest place to continue its factorial and business work outs.
– The environment threats are totally based on the surroundings. And, the surrounding
factors are the same factors which are defined in the environment factors earlier.
➢ BCG Matrix:
BCG Matrix is basically based on the study of the review note. It is a study of relation
between market share and market growth. And, the level of high and low rating scale is
classified.
Now, here it says like the rating scale relation between Market Share and Market Growth.
1) Stars:
a. Stars are high growth businesses or products competing in markets where
they are relatively strong compared with the competition. Need of the heavy
investment is necessary to sustain growth.
b. So, in here, the company relates to heavy investment and in return the heavy
returns for their customers.
c. And, the company was in that position in the initial stages. As, in the initial
stages the companies have to make certain investments into get in to the
market.
d. So, for the initial stages the returns also are in the verge to be done by the
company.
e. So, majorly the STARS Stage is not in the suitable position to be called to be
the company’s motive for long term periods. They relate this activity in the
initial stages as to get into market and held their position.
2) Cash Cows:
a. Cash cows are low-growth businesses or products with a relatively high
market share. These are mature, successful businesses with relatively little
need for investment. They need to be managed for continued profit - so that
they continue to generate the strong cash flows that the company needs for its
Stars.
b. Now, our company i.e. Metro Hospital Institutes is in the cash cows stage in
present. As, from the establishment in year 2008, the investments are made to
give the best out of the company. There is a stagnant appeal growth in the
company which lead the company to this level where it is successful and
mature in flowing of funds and profits.
3) Question Marks:
a. Question marks are businesses or products with low market share but which
operate in higher growth markets. This suggests that they have potential, but
may require substantial investment in order to grow market share at the
expense of more powerful competitors. Management have to think hard about
"question marks" - which ones should they invest in? Which ones should they
allow to fail or shrink?
b. Luckily, our company i.e. Metro is not in the position. It is never in the stage
like this where they need potential to be grown up. From the initial stage only
the company is in the pathway of growth and development.
c. And, there grow up into the market share in the market; they had been
successful in generating funds for their expenses at the vital intervals.
4) Dogs:
a. The term "dogs" refers to businesses or products that have low relative share
in unattractive, low-growth markets. Dogs may generate enough cash to
break-even, but they are rarely, if ever, worth investing in.
b. Our company situation has never been into such practices to be into such
stages. In here, it says that the company can get into such low practices. But,
METRO is always at its reining best so the “Dogs” situation didn’t took he
part in the flow of the company.
➢ VALUE CHAIN
Michal Porter of Harvard proposed the value chain as a tool for identifying ways to create
more customer value. Every firm is a synthesis of activities that are performed to design,
produce, market, deliver, and support its product. Value chain identifies nine value creating
activities consist of five primary activities and four support activities.
• Inbound Logistics
• Operations
• Outbound Logistics
• Marketing & Sales
• Service
Now let us see the above points into the company’s terms:
1. Inbound Logistics:
Bringing new material into the business is the purpose of the inbound logistics.
And, in the company, as it is the “health care service” company so the inbound
services could be taken as a new therapy and a medicine.
2. Operations:
Operation relates with the motive, goal and subject. A specific goal for the inputs
made in the inbound stage. So, we have to define a goal for the inputs made.
Likewise, let’s take example of a new medicine in the hospital and the goal for the
new made medicine would be to cure the disease. And, the medicine is still in the
verge to be manufactured.
3. Outbound Logistics:
It relates to the finished goods. The medicine now are been manufactured and are
ready to be launched into the market for their sales and stacks.
And, if sales are made in the proper channel then the marketing could be carried out
as well. So, sales and marketing are inter related. And, it also includes the channel of
distribution.
5. Services:
It leads the after sales services and the in - stock services given by the company. The
services provided to the customers of the company also plays major role in success of
product launch. Because, customers if are in trouble using it then there should be
someone who can guide tem at the trouble shoot.
CHAPTER – 5. RESEARCH METHODOLOGY
Introduction
In today's challenging economy and competitive business world, retaining their
customer base is critical to organization success. If they don't give their customers some
good reasons to stay, organization’s competitors will give them a reason to leave. Customer
retention and satisfaction drive profits. It’s far less expensive to cultivate organization
existing customer base and sell more services to them than it is to seek new, single-
transaction customers. Most surveys across industries show that keeping one existing
customer is five to seven times more profitable than attracting one new one.
A customer-focused approach among its employees is still not present. In this era of
intense competition, it is very important for any service company to understand that merely
acquiring customers is not sufficient because there is a direct link between customer
retention over time and profitability & growth. Customer retention to a great extent depends
on service quality and customer satisfaction. It also depends on the ability of the
organization to encourage customers to complain and then recover when things go wrong.
Complaints are natural part of any service activity as mistakes are an unavoidable feature of
all human endeavor and thus also of service recovery. Service recovery is the process of
putting things right after something goes wrong in the service delivery.
5.1 Assumptions
– The data which is collected is assumed to be relevant data as it is a primary data
which is carried in a very efficient way.
– It is free from internal bias which is supposed to occur from customer & patient side.
• Exploratory
• Diagnostic
• Experimental
The unit of Analysis of my study is the customer & Patient of the Hospital i.e. Metro
Heart Research institute
The Data which is collected is reliable has the data collection method is
prominently in the format of interview and questionnaires
QUESTIONNAIRE
1) Name:
2) Age:
3) Gender: MALE FEMALE
4) For which purpose you are admitted in the hospital?
1) Are you aware about the hospital’s scenario: Metro Heart Research Institute?
Yes
No
2) How would you relate it?
Satisfied
Neutral
Dissatisfied
3) How would you relate about hospital location?
Satisfied
Neutral
Dissatisfied
4) How did you get to know about the hospital?
Newspaper
TV News
Internet
Other
5) What are the different facilities provided by the hospital to you?
10) How would you rate the hospital from your convenience?
Satisfied
Neutral
Dissatisfied
FACTOR ANALYSIS
➢ Client Satisfaction
Factor Analysis
Communalities
Initial Extraction
DT 1.000 .631
DF 1.000 .511
DA 1.000 .600
TA 1.000 .533
PS 1.000 .233
HS 1.000 .639
ST 1.000 .256
Component Matrixa
Component
1 2
DT -.761 .227
DF -.120 .705
DA .133 -.763
TA .671 .289
PS .441 -.196
HS .783 .158
ST .363 .352
a. 2 components extracted.
➢ Promotional Activities
Factor Analysis
Communalities
Initial Extraction
SR 1.000 .798
HL 1.000 .731
Ph 1.000 .947
HR 1.000 .628
Component Matrixa
Component
1 2 3
a. 3 components extracted.
DATA COLLECTION
Table 1
How is the doctor
treating you?
Satisfied 8
Neutral 10
Dissatisfied 9
Total 27
Table 2
How are the facilities in
hospital?
Satisfied 12
Neutral 8
Dissatified 7
Total 27
Table 3
Satisfied 13
Neutral 11
Dissatified 3
Total 27
Table 4
How are the treatments
associated to you?
Satisfied 12
Neutral 11
Dissatisfied 4
Total 27
Table 5
How is physical
surrounding?
Satisfied 12
Neutral 8
Dissatisfied 7
Total 27
Table 6
Satisfied 14
Neutral 7
Dissatisfied 6
Total 27
Table 7
Satisfied 11
Neutral 12
Dissatisfied 4
Total 27
Table 8
How would you relate
hospital scenario?
Satisfied 8
Neutral 12
Dissatisfied 7
Total 27
Table 9
How would you relate about
hospital location?
Satisfied 10
Neutral 12
Dissatisfied 5
Total 27
Table 10
How would you associate the medicine
provided to you?
Satisfied 15
Neutral 9
Dissatisfied 3
Total 27
Table11
How would you relate the care taking
abilities of the hospital?
Satisfied 10
Neutral 10
Dissatisfied 7
Total 27
Table 12
How would relate the hospital from
your convenience?
Satisfied 16
Neutral 4
Dissatisfied 7
Total 27