arvind eye hospital - rural marketing
TRANSCRIPT
Dr. Aravind Eye Hospital – A Rural Marketing perspective
Sumeet Das (04)Shikhar Acharya (32)
Shivpal Singh (49)Ketki Bhavsar (53)Saurav Kumar (59)
“To eliminate needless blindness by providing appropriate, compassionate and high quality eye care to all”
Dr.Venkatasamy’s Vision
About Aravind Eye Hospital
• Founded in 1976 by Dr. G. Venkataswamy• Mission to eliminate blindness for all• A charitable trust of Govel Trust• Serves 16,00,000 outpatients• Performed 2,25,000 surgeries • Housing 300 ophthalmologists and training
600 paramedical workers • Largest provider of eye care in the world
Aravind is more than an eye hospital…• A social organization committed to the goal of elimination of
needless blindness through comprehensive eye care services.• An international training centre for ophthalmic professionals
and trainees who come from within India and around the world to teach or to learn, to offer their skills and to acquire new ones.
• An institute for research that contributes to the development of eye care.
• An institute to train health-related and managerial personnel in the development and implementation of efficient and sustainable eye care programmes.
• A manufacturer of world class ophthalmic products available at affordable costs.
Rural market
• India shoulders largest burden of blindness• Estimated at 15 million people 1
• Cataracts being the leading cause• Followed by glaucoma and diabetic retinopathy• Offering affordable eye care to low-income groups• About 70% of its patients live in South India• Two-third patients are treated free of cost------------------------------------------------------------------------------------------------------
1. ORBIS International
Unsuccessful initiatives to reach rural markets
• Mobile vans having clinics– Cumbersome to plan– Required local sponsors to host– Not reachable in all area
• Installed technology in two permanent clinics in Theni– Technology had limited band width so poor video
quality– Expensive recurring maintenance costs– Limited network coverage
Integrating 4A’s with theCore Principles of Aravind Eye Care
Giving Value- Acceptability
Financial
Sustainability-
Affordability
Efficient Service- Availability
Reaching the People- Awareness
PATIENTCENTRED CARE
Reaching Rural Residents- Awareness
• Developed the concept of Rural vision center– Done by Intel and UC Berkeley– Primary eye clinics in rural India– Patients can be remotely diagnosed by doctor– Using high speed video conferencing – Get prescription glasses– Eye drops and blood tests– Referred to Aravind hospital if surgery required– Receive post operative care and advice
• Screening eyes camps– Teams works with local community leaders and
service groups – Conducted every day in week– Educates for proper maintenance of eyes– Makes efforts in reducing needless blindness– Project involves:
• screening for diabetic-related eye disorder• eye screening at schools • treatment of children suffering from refractive errors• strabismus and Vitamin A deficiency
• n-Logue– n-Logue uses technology developed by the Tenet
group of IIT, Chennai– Aims to connect rural areas with health centers in the
cities– Being used to provide telemedicine facilities– Patents can provide details about their symptoms
through a voice mail– Patents provide details about their symptoms
through a voice mail– Digital images can also be sent
Low Cost Wi-Fi 802.11b Connectivity (open spectrum)
Unidirectional antenna Line of Sight 4 MBPS Up to 75 KM
Collaboration with Univ. of Berkeley (PhD students)
• Principles:– Market driving
(reaching the unreached)
– Removing barriers– Community
participation• Impact:
– Creating access– Growing the
market
Wireless connectivity @
4mbps
Marratech Software for tele-conferencing
collaboration
Examination by Vision Centre Technician
Each patient examined at the Vision Centre is discussed with the Ophthalmologist through videoconferencing
Consultation with Ophthalmologist at Aravind
Eye Hospital
Primary Eye Care IT Enabled Centers – 30 in Tamilnadu
Integrating 4A’s with theCore Principles of Aravind Eye Care
Giving Value- Acceptability
Financial
Sustainability-
Affordability
Efficient Service- Availability
Reaching the People- Awareness
PATIENTCENTRED CARE
Paying Free Total
Out Patient visits
1,321,317(55%)
1,074,783(45%)
2,396,100
Surgery 122,900 (43%)
162,845(57%)
285,745
Cataract Surgery: 70% is free
Efficient Service- Availability
• 6000 Outpatients in hospitals
• 4-5 outreach screening eye camps – Examining 1500 people
– Transporting 300 patients to the hospital for surgery
• 850 – 1000 surgeries
• Classes for 100 Residents/Fellows & 300 technicians and administrators
Making Aravind the largest provider of eye care services and trainer of ophthalmic personnel in the world
ProductivityProductivity
Ensuring Efficiency & Quality
Practices• Clinical Protocols• Standardization of procedures• Usage & Balancing of Resources• Surgical Techniques & Technology• Quality & reliability of resources• Medical records• Staff Training & Discipline
State-of-art technologies in surgery
• Less energy required for doctor
• Greater safety• Ease of use
Planning for Expected load & Monitoring
• Yearly/Monthly Planning• Planning for the next day –scheduling
patient, staff & equipment• Planning for supplies & spares• Ensuring that resources match
expected workload– Expected Patient load– Weekly report– Monthly report
• Consulting fee– Poor Patients : Rs. 0 (free)
– Paying patient : Rs. 50 / US $ 1(valid for 3 months)
• Cataract Surgery with IOL (70% of all surgeries)– Poor patients : Rs. 0 (- Rs.250)
– Subsidized rate : Rs. 750 (15$)
– Regular rate : Rs. 3,500 – 6,000
– Phaco Surgery : Rs. 6,500 – 12,000
Affordable fees - Aimed at Middle Income group
53%22%
25%
Financial Sustainability- Affordability
• Financial Viability achieved through
- Trust - Attracts paying patients
• Trust – Focus on good care regardless of
paying capacity
• Transparency in billing
• 70% of the paying patient know the services
through word of mouth
• Comprehensive speciality eye Care
• Early adoption of relevant technologies
• Skills & Perspectives upgraded through international visits and exchanges Exchange of
Residents with the leading US institutions
Continuous improvements based on patient & employee feedback
Giving Value- Acceptability
• Using emerging technologies to reduce the response time to patient complaints
• Quality Assurance process
• Gathering evidence
• Regular review & follow-up on decisions
Use of Wi-Fi PDA’s by Housekeeping staff
Teaching & TrainingOphthalmologistsTechnicians Administrators
Affiliations: MCI, NBE, RCO-UK, JACHPO-USA, MGR Medical & MKU Universities
Turning apparent disadvantages into realized opportunities
Mission & Objectives• Produce quality products
• Provide at affordable cost
• Support avoidable blindness effort
• Self sustain and grow
•In eighties all surgical consumables were imported & expensive
•Aurolab was started in 1992 to produce intraocular lenses (IOLs)
Backward Integration
Intraocular Lens Division
Pharmaceutical Division
Suture Division Blades Division
InstrumentsDivision
Making Eye Care Affordable
Exported to 120 countries
Impact: Price of IOL came down from $ 80 to $ 4 making cataract surgery affordable
• ISO 9001/CE Mark/US FDA approval
• 7% of global market share in IOL • 5 million people see the world
through Aurolab implants• Patents
Sharing makes you strongerLions Aravind Institute of community Ophthalmology
To contribute to the prevention and control of global blindness through Teaching, Training, Consultancy, Research, Publications & Advocacy
Aravind Medical Research Foundation
Community based
Genetics
Microbiology
Epidemiological surveys
Clinical trials
New Research Facility
•Inaugrated on 1st Oct 2008 by Past President APJ Abdul Kalam
Aravind Eye Care System
Eye Bank
Hospitals
Aurolab
Out Reach
Research
“Aravind Eye Care System”
LAICO
IT
Training
Recognitions• WHO Collaborating Center
• National Resources Center for the Govt of India for paramedical training
• Resource & Training center for International Agency for Prevention of Blindness
• Champalimaud Award, Portugal - 2007
• Bill Gates – Global Health Award - 2008
Pursuing Our MissionEliminating needless blindness
much has been done and much remains to be done . . .
“Intelligence & Capabilities are not enough. There must be the joy of doing something beautiful..”
Dr.V