bhoumik - final report

8/8/2019 Bhoumik - Final Report

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A Project Report on

Promotion Activities for Retention of Patient

At: -

Metro Heart Research Institute

Harni Road, Vadodara

Submitted To: -

THE SCHOOL OF MANAGEMENT,

SUMANDEEP VIDYAPEETH

Submitted By: -

Bhoumik Bhoi

SM20090002

Under the Guidance of

FACULTY GUIDE

Mr. SAMIR ROY

LECTURERSchool of Management

Piparia, Vadodara

COMPANY GUIDE

Mr. DEVANG PARMAR

Finance Executive

Metro Heart Research Institute

Vadodara, Gujarat

July, 2010


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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


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1.1 Definition and Background Information about the topic:

Hospital marketing comes of age

Developed by corporatization of healthcare, Indias promotion as a sought after medicaltourism destination and threatened by the mushrooming of new hospitals, it is becoming

difficult for hospitals these days to depend on mere word of mouth promotion to attract

patients. Hospital managements are putting extra effort in carving a brand image of the

hospital and improving hospitals visibility. In other words, many would agree, that

hospitals marketing has evolved from being subtle to aggressive.

Hospital marketing as a concept

According to Ashok Anantram, president, business development, Apollo Hospitals,

Chennai, Marketing as a concept is the same in product and service industry. There is a

product or service - one section produces it and the other consumes it. Marketing is aninterplay between producers and consumers. However, the difference comes in

marketing tangible and intangible products. While products that can be seen, felt,

touched and tasted are tangible, the products that are based on post-sale experience is

intangible. Consumers can come up with desirable parameters for a tangible product in

terms of productivity, efficiency, etc. It is very difficult to rate an intangible product, he

explains.

Experts opine that healthcare marketing is a complex equation because most often the

producer, that is, the doctor, himself is the marketer. Since the production and

consumption takes place simultaneously, as in the case of performing an operation, he or

she should ensure zero-error delivery each time and every time. There is no physical or

time gap between the production and consumption.

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.


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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 toconduct 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.

1.2 Variables and Parameters

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


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Corporation Relation

Radio Marketing

Specific Doctor


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CHAPTER 2. COMPANY PROFILE

2.1 Company Profile

HISTORY

A vision to provide the utmost level of healthcare to the common man, at the most affordable

cost, a group of NRI physicians led by Dr. Purshotam Lal (Padmavibhushan and Dr. B.C.

Roy National awardee), a pioneer of Interventional Cardiology in India, founded Metro

Group of Hospitals. The first hospital was set up in Noida in June 1997 by the name of Metro

Heart Institute

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.

Technological advancements aside, we continue to be a leader in the industry

for the personal approach we take with every patient. Our professional team provides

exceptional service and employs the highest standards of patient care. Many hospitals across

the country refer their most difficult cases to Metro Hospital. This is a true testimony to the

skill and knowledge of Dr. P Lal and his professional team.

The Most Decorated Interventional Cardiologist

Dr Purshotam Lal, ChairmanMD, AB(USA), FRCP(C), FACM, FICC,

FACC, FSCAI (USA)DIRECTOR INTERVENTIONAL CARDIOLOGY & CHAIRMAN, METRO GROUP OFHOSPITALS, INDIA

Careers


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The talent and passion of our people is critical to our success and we foster it by providingan exhilarating working environment that inspires lateral thinking, fosters team spirit andencourages open communication. Metro Hospital provides excellent opportunities for theright people to progress with it. Remunerations are one of the best in the market. We havecreated an environment conducive to challenging and rewarding career paths for passionate

professionalsChairman's message

Indias large and diverse population warrants as efficient

health care infrastructure, that should be accessible to all stratas of society. Good quality

health care should not only be a privilege of the elite. Since I set up Metro Hospitals in 1997,

my vision and endeavor has been to bring state-of-the-art health care to the masses of India.

In order to achieve this, we at the Metro Group of Hospitals, are committed to providing

advanced medical care at a minimum cost. Our focus has always been on the patients of the

lower and middle sections of society, patients who are rejected by the large corporate

hospitals, patients who cannot afford expensive medical care, but more than deserve it as

humans. I believe that medicine is a noble profession and that sick patients can never be

rejected on monetary grounds. This belief is our main strength

To help achieve this, I have an outstanding team of doctors in

various specialties including cardiology, gastroenterology, nephrology, respiratory,

oncology etc. All our senior doctors are former deans, professors or directors of reputed

institutes. It is a matter of great pride that we, at Metro, have created a facility and an

atmosphere of academic research like a mini AIIMS. This input and discussion between many

scientific minds, greatly benefits our patients.

Our hospitals are equipped with the latest medical

technologies. Each specialty is therefore able to provide the patient with an array of the

state-of-the-art procedures and both invasive and non-invasive technologies. Now-a-days

India is far ahead of other medically advanced countries in tense of interventional cardiology

techniques. It has been my continuing effort to stress on preventive cardiac care, and to

remove the fear of screening procedures like angiography from the minds of people. This is

one of the reasons why we are spreading the Metro Heart & Multispeciality Hospitals to the

peripheral, rural areas. This is why I have developed the Metro Coronary Screening

whereby an angiography can be done with the use of minimal dye from the elbow area. Theprocedure reduces the cost of an angiography and can be done on an out patient basis.

We believe in building relationships with patients.

From spending time with them in order to understand and assess their medical issues to

empathizing with them and guiding them about the current and most cost effective course of

action. When a patient recovers, my happiest moments are when I send them home, and wish

sincerely from the bottom of my heart, that they remain well and do not need to come back to

the hospital!

Metro Hospital Vadodara is the 10 th Independent Unit

of our group spread over 4 lakh sq.ft. With 120 beds. Metro Hospital in now fully


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operational, Located on Harni Savli Road, Opposite Kendriya Vidyalaya, amidst serene,

pristine and green environment, providing faster recuperation patients with human approach


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GROWTH AND DEVELOPMENT:

The growth & development of the organization is based on the techniques and gettinginclusive 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.


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2.1 INDUSTRY PROFILE

A. COMPETITIVE SCENARIO

The close Competitor are listed below

Sterling Hospital .Race course. Baroda.

Bhilal amin.Gorva.Baroda.

Bankers Heart.Chaklli circle. Baroda.

Baroda Heart Institue.OP.Road.Baroda.

Strength Weakness: Compared to other companies in the industry.

Strength:

Big Infra Structure.

One of the oldest hospitals in town.

ISO 9001:2000 Certification

24 hours Emergency Services

Many care specializations

OT facilitiesTherapy systems

Treatment systems

Good Pharmacy Medication

Experience Doctors Crew and Team

Good training deeds for the new recruits.

Big Pathology Lab

Different kinds of specialized departments

Good maintenance services to the customers.

Greater environmental surroundings

Good Help Desk services.Customer Satisfaction provisions

All kinds of facilities provide to the customers.

Weakness:

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)


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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

A. INDUSTRY LIFE CYCLE:

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 beenbrought 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:


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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 thedeveloping 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 companys participations

in treatments.

The new recruitments of the promising interns & also the flicks of experienced

doctors in their respective fields.


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CHAPTER 3.

3.1 OVERVIEW OF FUNCTIONAL AREA

MARKETING:

Product Portfolio: Theproduct 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.

And, the products of the company are listed as you follow

Cardiology & cardiac surgery

Respiratory Medicine Advanced Orthopedics

Medical and Surgical Oncology

Gastroenterology

Trauma & critical care

Neurology & Neuro Surgery

Nephrology & Nephro surgery

Plastic & Cosmetic Surgery

Urology Cardiology & cardiac surgery

Respiratory Medicine

Advanced Orthopedics

Medical and Surgical Oncology

Gastroenterology

Trauma & critical care

Urology

Burn unit

Laparoscopic surgery

Trauma & Critical Care

Radiology

Physiotherapy

Laboratory

Pharmacy

ICU On Wheels

Distributing Network / Channels:

Newspapers

Magazines

Medical Magazines Website


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Contributary Services

Events

Contributions

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:

METRO MASTER HEALTH CHECK PACKAGES

Metro Checks offer you a wide range of screening programmers to suit all individual needs.

METRO MASTER HEALTH CHECK2550/-

History and physical examination Kidney assessment (urea, creatinine). Live function test. Liver function test. Blood group. Urine &stool Examination. X-ray chest, ECG (resting). Ultrasound screening whole abomen. Entail Check-up. Final report assessment by senior physician.

METRO EXECUTIVE HEALTH CHECK3250/-

This includes all tests METRO MASTER HEALTH CHECK an in addition LungFunction test (PFT) cardiac assessment (ECG, TMT).

Final report assessment by senior physician.

METRO WHOLE BODY CHECK5350/-

This includes all tests in Metro Master Health Check Metro Executive Health Check and in addition serum calcium, phosphorus, Hb1Ac,

PSA for males, papsmear for females, Echocardiography, consultation byGynaecologist.

Gential and Rectal examination general surgeon.

Eye Check-up Dental check-up by senior physician


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METRO HEART CHECK3925/-

History and physical examination. Haemogram.

ESR. Peripheral Smear. Blood sugar (Fasting and P.P) uric acid lipid profile kidney assessment (Urea,

Creatinine). Lever function test blood group, Rh Typing, Lung function test. Cardiac Assessment (ECG, Echocrdiography, Treadmill test) Urine examination X-ray chest. Ultrasound Screening whole abdomen. Final report assessment by senior physician and cardiologist.

METRO DIABETIC CHECK2450/-

History and physical examination. Haemogram. ESR, Peripheral Smear. Blood sugar (Fasting and P.P) uric acid lipid profile.. Serum Creatinine. Serum Electrolyte. Urine Examination. Urine for micro albumin. Eye check-up. Final report assessment by Dialectologist.

METRO WELL CHILD CHECK750/-

History and physical examination. Haemogram, ESR. peripheral Smear. Blood grouping. Montaux test. Urine And Stool Examination. X-ray chest Dental check-up. Final report assessment by Pediatrician.

METRO WELL WOMEN CHECK1325/-

History and physical examination. Haemogram


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ESR. Peripheral Smear Blood sugar (Fasting and P.P). Urine and Stool Examination. Papsmear.

Ultrasound screening breast and lower abdomen. Breast examination. Dental check-up. Final report assesment by gynaescologist.

METRO PREMARITAL HEALTH CHECK1500/-

History and physical examination Haemogram. ESR, Peripheral. Blood sugar (Random). Creatinine. Cholesterol. HIV screening. Thalassemia. screening. Liver function tests. Blood group. Urine & Stool examination. X-ray chest. Final report assessment by Gynaecologist & Senior Physician.

METRO ASTHMA ASSESSMMENT PACKAGE

1500/- History and physical examination. Heaemogram. ESR. Absolute Eosinophil count. X-ray chest. X-ray PNS. Lung function tests (PFT). Final report assessment by chest specialist.

METRO EXECUTIVE EYE CHECK1100/-

Vision. Color Vision. Refraction. Slit lamp examination. Applanation Tonometry. Screening Perimetry. Funds Examination & Retina assessment. Eye health education.


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Free follow-up for 2 months (upto 5 visits).

METRO EXECTIVE DENTAL CHECK1100/-

Full mouth examination, Scalling & Polisjhing, Full mouth X-rays (4-6 as required), Oral Hygiene education & free follow up for one month.

Instructions to undergo Metro Health check up:

Kindly take prior appointment, if possible.

Please ensure you have been fasting for 12 hours prior to check-up.

Please bring all your medical prescriptions & previous medical records with you.

Please wear two piece loose comfortable clothes & shoes.

Kindly inform the counsellor in case you have a history of diabetes or cardiac

problem. Kindly avoid bringing valuables.

Drink 2-3 glass of water before leaving home, this will help speed-up Ultrasoundthat requires a full bladder.

Plan to spend upto 4-5 hours for the programme.

Please do not smoke, consume alcohol, tea, coffee, biscuit on the morning of yourcheck-up. You may drink water.

If our wear contact lens remove it from your eyes 12 hrs. Before and kindly bringit along with you.

Please get your morning stool sample in the plastic container provided to you.

Breakfast will be provided.

Then final reports will be available in afternoon/next day/after 2 working days


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HUMAN RESOURCE:

Organizarional Structure:

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.

FUNCTIONING OF HUMAN RESOURCE DEPARTMENT :

RECRUITMENT OF EMPLOYEES FALLING IN NON MEDICAL

PRACTITIONER CATEGORIES:

Crystallizing job descriptions & job specifications.

Finalizing selection procedures for every position.

Organize selection procedures: INTERVIEWS.

Negotiating with the candidates for offer.

Pre employment medical check up.

Appointment order to selected candidates.

JOINING:

Salary fixation of newly joined candidates..

Functional / On the Job induction programs.

Issuing identity cards.

Issuing punching cards.

MAINTENENCE & UPDATION OF PERSONNEL RECORDS OF ALL THE

EMPLOYEES.

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.

JUNIOR OFFICER

PERSONNEL MANAGER

ASSISTANTOFFICER


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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.

VOUCHER PAYMENT ADMINISTRATION:

Preparation of list for such payments.

Payment calculations.

Incentives / allowances payment for different categories.

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.

LEGAL FORMALITIES UNDER VARIOUS LABOR LAWS VIZ. EMPLOYMENT

EXCHANGE ACT, PF ACT, GRATUITY ACT, PAYMENT OF WAGES ACT, ID ACT,

ETC: Liasioning with various government authorities prescribed under labour officer,

Asst. Commissioner of Labour, PF Enforcement officers, etc.

Filing of returns / maintaining the documents.

Notification of vacancies to employment exchange.

Attending conciliation proceedings, labour court matters, etc.

Liasioning with advocate for legal cases.

PROCEEDING RESIGNATIONS & RETIREMENT: SETTLEMENT OF DUES.

COMMUNICATION ADMINISTRATION:

Preparation of various forms of management communications viz. Circulars,

office orders, notices, etc.

Distribution of management communications.

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.


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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.

GRIEVANCE HANDLING & CONFLICT RESOLUTION.

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


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ORGANIZATION STRUCTURE

Chairman

Dr. Purshotam lal

Chief administrator

D.N.SuyaL

Finance/Account manager DMS HR

Mr. S.D.Joshi Dr.Mitesh Shah Nutan

Account Marketing HCP TRA

Deven Parmar Amit shrivastav Namrata Solanki Bhumika

Valsama

Billing Reception ICU SPW GEW

OPD

Payal SHITTAL Mariatma Rashmika Dhara

Clerish

Laxmi

Senior management of Metro Hospital

Chief Administrator Finance Account Manager DMS

D.N.Suyal S.D.Joshi Dr.Mitesh Shah


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FINANCE DEPARTMENT:

Function of finance department:

Accounting Budgeting

Payment

Filing

Let us brief out the functions of the finance departments:

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

PETTY CASH BOOK

Voucher receive from account dept

Checking & scrutiny of petty cash voucher

JOURNAL CASH BOOK

Prepare journal voucher

2.BUDGETING(twice in the month):

OBTAIN DATA FROM VARIOUS DEPT

PREPARE BUDGET WITH ACCOUNT DEPT

DISCUSS BUDGET IN MEETING WITH MANAGING TRUSTEE & OTHER

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


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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

Function of Account Department: Daily cash/petty cash statement verification

Supervision and modification for OPD, indoor on a/c(company),paid patient.

Maintain asset register

Daily verification and sealing of cash flow in presence of te security

Floor wise billing supervision and deposit follow up

Doctor share verification and trustee signature for payment.

Medico-legal Liasioning &co-ordination

Citibank payment system taking authorization, and payment follow-up

Arrangement of staff for OPD registration counter, indoor billing counter, account

office in case of any absence

Organizing and presenting cash flow statement for payment meeting with trustee

Audit coordination with internal external auditors

Staff medical expense detail to the concern

Function of purchase department

Purchase of hospital material


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Medicine

Surgical

Laboratory

Blood bank

Cath lab

Bio-medical

Housekeeping material

Hospital furniture & fixture

Stationary

General provision


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CHAPTER 4.

4.1 MODEL APPLICATION

Porters 5 Forces Model:

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.

Under stated is the Porters 5 Forces Model:

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

Supplier Power

Buyer Power

Threats of

Substitutes

Barriers to

Entry RIVALRY


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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 weakensyour power.

And, it includes:

Price Performance

Competitors

1) Rivalry:


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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

youll most likely have little power in the situation. If suppliers and buyers dont get

a good deal from you, theyll 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.


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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 isclassified.

BCG Matrix Model:

Now, here it says like the rating scale relation between Market Share and Market Growth.

The Market share serves the measure of strength in the market.

The Market growth rate provides a measure of market attractiveness.

Let us see it in detail in further:

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.


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e. So, majorly the STARS Stage is not in the suitable position to be called to be

the companys 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 togive 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, butmay 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 beensuccessful 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 didnt took he

part in the flow of the company.


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VALUE CHAINMichal 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.

The primary activity includes the following points: Porter's

Inbound Logistics

Operations

Outbound Logistics

Marketing & Sales

Service

Now let us see the above points into the companys 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.


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Likewise, lets 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.

So, the operation includes the motive and goal part.

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.

4. Marketing & Sales:

The marketing and sales plays a vital role in the part of the medicine manufacturing

for the company because if marketing is done in a proper way then it is obvious that

the sales of the medicine would take place.

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.


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CHAPTER 5. RESEARCH METHODOLOGY

5.1 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, organizations competitors will give them a reason to leave. Customer

retention and satisfaction drive profits. Its 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.

5.2 Main objective

To study the structure of services provided to their customers.

Promotional Activity necessary for the retention for the patients or

not?

To study of awareness of Health care services

To identify the strategies to retaining customers

5.1 Sampling Scheme

Convenience Sampling

5.1 Sampling Size

The sampling size taken for the study is 25(as approx)
http://tmp/svkck.tmp/mhtml:file:/F:/projet/44/Retention/info/new_economy_brief.htmlhttp://tmp/svkck.tmp/mhtml:file:/F:/projet/44/Retention/info/new_economy_brief.html


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5.1 Tools for Data Analysis

Measures of Central Tendency

Measures of Variation

Factor Analysis

5.1 Scope of the study

The scope of the study is to learn the retention of Metro hospital

The scope of the study is limited because the research is in Metro hospital only.

5.1 Benefits of the Study

The benefit of the study would, the organization would know the capabilities of

themselves in context to their working standards. The benefit of improvement, if any, in context to the services provided to their

customers.

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.

5.1Types of research design:

The research designs are of three type

Exploratory

Diagnostic

Experimental

My research design is exploratory as the study of research would provide the

new dimension in the market structure in the hospital. As, the primary data is taken intoconsideration

5.1Unit of Analysis.

The unit of Analysis of my study is the customer & Patient of the Hospital i.e. Metro

Heart Research institute

5.2 Data Collection Method


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Interview

Questionnaires

5.1 Reliability Validity:

The Data which is collected is reliable has the data collection method is

prominently in the format of interview and questionnaires

5.2 Limitation of study

Time was limited

The hospital staff was not that much helpful in resourcing the data

Number of respondence were limited


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CHAPTER 6. DATA COLLECTION & ANALYSIS

QUESTIONNAIRE

1) Name:

2) Age:

3) Gender: MALE FEMALE

4) For which purpose you are admitted in the hospital?

5) Which doctor is treating you?

6) How is the doctor treating you?

7) Which scheme facilities are they providing you?

SatisfiedNeutral

Dissatisfied

8) How are the facilities in hospital?

Satisfied

Neutral

Dissatisfied

9) How are the doctor associated you?

Satisfied

Neutral

Dissatisfied10) How are the treatments associated to you?

Satisfied

Neutral

Dissatisfied

11) How is physical surrounding?

Satisfied

Neutral

Dissatisfied

12) How is the hospital staff associated to you?

SatisfiedNeutral

Dissatisfied

13) How the supervisory treat you?

Satisfied

Neutral

Dissatisfied


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1) Are you aware about the hospitals 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?

6) How would relate it?

Satisfied

NeutralDissatisfied

7) How would you associate the medicine provided to you?

Satisfied

Neutral

Dissatisfied

8) How would you relate the care taking abilities of the hospital?

Satisfied

Neutral

Dissatisfied

9) What are the Additional facilities to you?

10) How would you rate the hospital from your convenience?

Satisfied

Neutral

Dissatisfied

FACTOR ANALYSIS


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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

Extraction Method: Principal Component

Analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.002 28.593 28.593 2.002 28.593 28.593

2 1.402 20.022 48.615 1.402 20.022 48.615

3 .976 13.942 62.557

4 .955 13.646 76.204

5 .661 9.448 85.651

6 .553 7.898 93.549

7 .452 6.451 100.000

Extraction Method: Principal Component Analysis.

Component Matrixa


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Component

1 2

DT -.761 .227

DF -.120 .705

DA .133 -.763

TA .671 .289

PS .441 -.196

HS .783 .158

ST .363 .352


Analysis.

a. 2 components extracted.


Factor Analysis

Communalities

Initial Extraction

SR 1.000 .798

HL 1.000 .731

Ph 1.000 .947

CTA 1.000 .762

HR 1.000 .628


Analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings


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Total % of Variance Cumulative % Total % of Variance Cumulative %

1 1.499 29.978 29.978 1.499 29.978 29.978

2 1.275 25.493 55.471 1.275 25.493 55.471

3 1.092 21.843 77.314 1.092 21.843 77.314

4 .807 16.137 93.451

5 .327 6.549 100.000

Extraction Method: Principal Component Analysis.

Component Matrixa

Component

1 2 3

SR .856 .235 -.103

HL -.131 .824 .186

Ph -.142 .042 .962

CTA .468 -.664 .320

HR -.715 -.312 -.140


Analysis.

a. 3 components extracted.


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DATA COLLECTION

Table 1How is the doctor

treating you?

Satisfied 8

Neutral 10

Dissatisfied 9

Total 27

Table 2How are the facilities in

hospital?

Satisfied 12

Neutral 8


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Dissatified 7

Total 27


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Table 3

How are the doctor

associated you?

Satisfied 13

Neutral 11

Dissatified 3

Total 27


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Table 4How are the treatments

associated to you?

Satisfied 12

Neutral 11

Dissatisfied 4

Total 27


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Table 5

How is physical

surrounding?

Satisfied 12

Neutral 8

Dissatisfied 7

Total 27


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Table 6

How is the hospital staff

associated to you?

Satisfied 14

Neutral 7

Dissatisfied 6

Total 27


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Table 7

How the supervisory

treat you?

Satisfied 11

Neutral 12

Dissatisfied 4

Total 27


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Table 8How would you relate

hospital scenario?

Satisfied 8

Neutral 12

Dissatisfied 7

Total 27


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Table 9How would you relate about

hospital location?

Satisfied 10

Neutral 12

Dissatisfied 5

Total 27


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Table 10How would you associate the medicine

provided to you?

Satisfied 15

Neutral 9

Dissatisfied 3

Total 27


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Table11How would you relate the care taking

abilities of the hospital?

Satisfied 10

Neutral 10

Dissatisfied 7

Total 27


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Table 12How would relate the hospital from

your convenience?

Satisfied 16

Neutral 4

Dissatisfied 7

Total 27

bhoumik - final report

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