Medical Service and Business Service

8/10/2019 Medical Service and Business Service

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SUMMER TRAINING PROJECT REPORT

ON

ANALYSES OF MEDICAL SERVICESAND BUSINESS DEVELOPMENT

MARKETED

BY

COLUMBIA ASIA HOSPITAL

FOR THE PARTIAL FULF I LLMENT OF THEREQUIREMENT

FOR THE AWARD OF

Master Of Business Administration

UNDER THE SUPERVISION OF

Mr.Abishek Singh Chauhan

SUBMITTED BY

Kailash Chandra Upadhyay

UTTARANCHAL UNIVERSITY, DEHRADUN


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CERTIFICATE

This is to certify that the project work done on ANALYSES OF MEDICAL SERVICES ANDBUSINESS DEVELOPMENT MARKETED BY COLUMBIA ASIA HOSPITALis a bonafiedwork carried out by Mr. Kailash Chandra Upadhyay under my supervision and guidance. The

project report is submitted towards the partial fulfillment of 2year , full time Master OfBusiness Administration in UTTARANCHAL UNIVERSITY DEHRADUN.

This work has not been submitted anywhere else for any other degree/dimploma. The originalwork was carried during 09/06/2014 to 01/08/2014 in COLUMBIA ASIA, GURGAON.

Name of industry guide

Mr. Ankita Jha

Date : Name &Sign of faculty

Students Name &Sign Mr. Abhishek Singh Chauhan



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AUTHORIZATION(To whomsoever it may concern)

This is to certify that Mr. Kailash Chandra Upadhyay, Enrolment no-22051314024,student of Uttaranchal University- Dehradun, has undertaken hisSummer Internship Program (SIP) from Columbia Asia Hospital, Gurgaon from09/06/2014 -01/08/2014 for the project titled ANALYSES OF MEDICALSERVICES AND BUSINESS DEVELOPMENT to understand the BusinessDevelopment Model- International Patient Services of a hospital under mysupervision.

The company will have no objection if Kailash Upadhyay:

1. Participates for IBS Alumni Federation Award (IBSAF) for Excellence in SIP-2014,being conducted by IBS and shares findings of the project for academic

purposes, and

2. Uses the company name for the abstract of the above project in public domain, ifselected for the award.

We wish him well for all his future endeavors.

Ms. Rashmi Hingorani,

Manager-Marketing


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ACKNOWLEDGEMENT

I am heartly thankful to my I nstitute(Uttaranchal Uni versity,Dehradun) &Company (Columbia

Asia Hospital) for providing me an opportunity to undertaken a very useful and interesting

project under the guidance and constant supervision of Mr.Aniket Jha (Company Guide) and

Ms. Rashmi H ingorani. I express my gratitude and thanks to them for providing necessary

skills, knowledge, and information regarding the project & also for their support in completing

the project.

A special word of thanks to my company guide, Mr. Aniket Jhafor his guidance and persistent

encouragement, throughout, for the completion of this report. I am deeply indebted to him for hisinvaluable supervision. Besides, I would also like to thank all the staff members of Columbia

Asia Hospital for providing me a learning environment. Without their aid & support, this project

would have been a daunting task.

I am indebted to the helping hand of my faculty guide Mr. Abhi shek Singh Chauhanwho by his

continuous reinforcement and best wishes pioneered me into an absolutely intense and

interesting corporate world.


Uttaranchal University Dehradun


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DECLARATION

This is to certify that the project titled ANALYSES OF MEDICAL SERVICES

AND BUSINESS DEVELOPMENT- To understand the Business Development

Model-International Patient Services of a hospital is a bonafide work done by

Mr. Kailash Chandra Upadhyay, Enrollment Number: 22051314024 in partialfulfillment of the requirements of MBA Degree and submitted to Uttaranchal

University Dehradun.

I also declare that this project is a result of my own efforts and it has not been

copied from anyone. I have taken only citations from the literary resources which

are mentioned in the Bibliography section.

This work was not submitted earlier at any other university or institute for the

award of the degree.

Date- 1st Aug 2014


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Place- Gurgaon (Kailash Chandra Upadhyay)

TABLE OF CONTENT

SerialNO.

CONTENTS PAGENO.

i Authorization

ii Acknowledgement

iii Declaration

iv Abstract

1 Introduction

2 Company Profile

3 Organization Profile

4 Hospital Marketing

4.1 Types Of Marketing

4.2 Referral Marketing

4.3 Institutional Marketing

5 International Patient Services (IPS)


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5.1 IPS Channels

5.2 International Third Party Administrators

6 Main Text

6.1 Country Wise analysis Of IPS at Columbia AsiaHospital

6.2 Specialtywise analysis of IPS at Columbia AsiaHospital

6.3 Source- wise analysis of IPS at Columbia AsiaHospital

6.4 Pilot Research

6.5 Country Wise analysis Of IPS in Delhi/NCR

6.6 Comparative analysis of Top 10 Hospitals inDelhi/NCR

7 SWOT Analysis

8 PEST Analysis

9 PORTER Five Forces Model

10 Conclusion

11 Recommendation

12 Learning from Internship


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ABSTRACT

Lack of healthcare facilities for urban population and medical tourists and

economic advantages associated with it have influenced government to open the

gates for Private players to invest in the sector. Last few years have witnessed a

stiff competition in the sector creating pressure on management to sustain the

profitability. The role of Marketing in Hospitals has become crucial in keeping the

balance sheet figures positive. Today hospitals are not just about treating patients

at govt. hospitals or a few Pvt. State of the art Hospitals, today its a fight for

patients among Pvt. Hospitals. As the demand and supply in hospital sector is

achieving equilibrium in Delhi/NCR with 45 NABH accredited, 39 Govt. hospitals,

and infinite good nursing homes and referral centers, the pressure of business

development and sustainability is continuously mounting on marketing

departments of respective hospitals.

Further with the growth in the sector of medical tourism in India, the need for

global healthcare marketing has risen extremely during the past few years. Thepatients and prospective patients are becoming quite aware and better educated

about the various developments taking place in the healthcare industry. They are

able to take knowledgeable decisions regarding medical services or products with

the help of professionals and internet.

The International Patient Services divisions; also known as IPS divisions of

hospitals, are competing strongly to attract these International Patients to their

respective hospitals. Big players like Apollo, Fortis, Medanta, Max, B.L Kapoor

(BLK), and others are spending a lot on marketing themselves in the arena ofMedical Tourism. The marketing in IPS is witnessing new discoveries ranging

from high commission to medical practitioners and healthcare facilitators to

referral hospitals in less developed nations. All the hospitals in India and other

Asian countries have realized the hidden potential of medical tourism; they would

like to take advantage of this opportunity before it achieves its declining stage of

Life cycle.


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In the new world of healthcare, healthcare practitioners and healthcare marketing

agents first identify the needs and requirements of the patients. Post recognition is

very important in this field as they work on the marketing plan that will be the next

to their vision and the extent to which they want their services and products

recognized and made popular. A diverse range of marketing tools is used to make astrong image of a brand or strengthen it.

According to medical marketing professionals, cost and quality are not the only

influential factors for patients opting for a medical tourism destination. It also

includes factors, such as destination and culture proximity, infrastructure,

environment. Cost of treatment and risk are major in deciding on a destination to

avail medical services in foreign country.

Medical tourists will only opt for a destination, which is easily accessible, well-

marketed, has advanced technology and caters to all their needs in a satisfactorymanner. Medical tourism marketing advisors therefore, are driven to follow a

deliberate approach to attract more medical tourist. They do so by recognizing a

target group and hereafter forming their marketing strategies according to the

targets interest.

The main factors contributing to this phenomenon include long waiting list for

surgeries, costly healthcare in industrialized countries, No or minimal insurance

coverage in many developed countries, anonymity of medical surgeries in other

countries, powerful communication between the various nations and states in theworld, having natural resources in many developing and Asian countries for

offering complementary and traditional medicine has led to the recent natural

progression within health and medical from developed to developing countries.*

In India cost benefit is approximate 50% - 80% which favors the International

Patient services in India up to great extent. The most common treatments and

Surgeries for which India is gaining popularity are Cochlear Implant, heart surgery,

knee Replacement, Hip Replacement, cosmetic surgery, hair Transplant, Eye

surgery and dental implants/ surgery. Healthcare packages are varied and so are the

cost of treatment involved but in any way people have to pay a fraction or 1/10th

or 30-40% less cost of the total cost that they are supposed to invest in their

countries.

This project was undertaken to understand the basics of hospital marketing and

business development with a special focus on IPS division. The process included


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the identification of loopholes responsible for decreasing counts and revenue

generated from IPS section of Columbia Asia Hospital, Gurgaon.

INTRODUCTION

HEALTHCARE INDUSTRY AT A GLANCE

The health care industry is one of the world's largest and fastest-growing

industries. Consuming over 10 percent of gross domestic product (GDP) of most

developed nations, health care can form an enormous part of a country's economy.

MARKET SIZE

The domestic health care sector is poised to touch US$ 100 billion by 2015 and

US$ 275.6 billion by 2020, according to industry estimates. In 2013, healthcare

and life sciences emerged as the second favorite destination for venture capitalists

after technology, attracting 27 investments worth US$ 181 million, according to

research firm Venture Intelligence.

The hospital and diagnostics center in India received foreign direct investment(FDI) worth US$ 2,191.91 million, while drugs & pharmaceutical and medical &

surgical appliances industry registered FDI worth US$ 11,583.69 million and US$

741.80 million, respectively during April 2000 to December 2013, according to

data provided by Department of Industrial Policy and Promotion (DIPP).


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MARKET SEGMENTS

Of the total healthcare revenue in the country, hospitals account for 71 per cent.


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There is a very large market potential in India. Only 20% of this industry potential

has been tapped so far. The government cannot afford to spend the necessary

amount and hence it opens up a large area for private investors. The factors for the

boom of this industry are more options in healthcare financing, growing economy,

saturation of other sectors like IT and retail and the different models of healthcaredelivery. The key players of this industry (on basis of number of beds) are

Columbia Asia Hospitals, Artemis Healthcare, Medanta, Apollo, Fortis, Arvind

Eye care, Max Hospitals etc. The regulators of this industry are Government of

India, Directory of Health and Family Welfare, Ministry of Health and Family

Welfare, Indian Council of Medical Research, Central drug Standard Control of

Organization.

The growing population with a much deeper pockets and low government

participation has led to higher demands where people are willing to pay high costs

for proper medical care. Indias unmet demand for healthcare facilities, rapidly

changing demographics, increasing private spending on healthcare, and a readily

available intellectual pool are fuelling the growth of the healthcare industry and

making it highly attractive for investors.

THE ROAD AHEAD

India is a land full of opportunities for players in the medical devices industry. The

country has also become one of the leading destinations for high-end diagnosticservices with tremendous capital investment for advanced diagnostic facilities, thus

catering to a greater proportion of population. Besides, Indian medical service

consumers have become more conscious towards their healthcare upkeep.

India is not just a great emerging power, in medicine it is a well-established

leader, and we have a lot to learn from this success, highlighted Mr. Alexander

Kadakin, Russian Ambassador to India.


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COMPANY PROFILE-COLUMBIA ASIA HOSPITALS PVT.

LTD

Columbia Asia is an international healthcare group operating a chain of modern

hospitals across Asia. Columbia Asia Hospitals Pvt. Ltd.is one of the first

healthcare companies to enter India through 100% foreign direct investment (FDI)

route. The Columbia Asia Group is owned by more than 150 private equity

companies, fund management organizations and individual investors.

Columbia Asia hospitals are clean, efficient, affordable and accessible. Theinnovative design of the hospitals, from their manageable size to their advanced

technology, is focused on creating positive experience for patients.

The first hospital in India commenced operations in 2005 in Hebbal - Bangalore.

Currently Columbia Asia operates seven multispecialty hospitals, one referral

hospital and a clinic. The group has presence in Bangalore, Mysore, Kolkata,

Gurgaon, Ghaziabad, Patiala and Pune.

Mission

Columbia asia is pledge to deliver effective and affordable medical services in aclean and caring environment

VISIONTo build the best managed healthcare company in Asia.


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MOTOCostomer First

PEOPLEWe hire the best from healthcare and other industries, invest in training the

employees and have numerous rewards and recognitions for them

PATIENT CENTERED CARE

Columbia Asia prides itself on its service standards, the people working with them

and the clinical expertise extended to patients. The companys mission is to

provide effective and affordable care in a clean and caring environment.

The company has a hospitality-based approach wherein the patients are treated as

guests. The processes are technology-driven, making it convenient for patients to

use their services. All of the medical programs are underpinned by an

uncompromising belief and practice of ethics, excellence and strict clinical

governance.

INFRASTRUCTURE AND SERVICES

Columbia Asia today serves more than one million patients every year. Thehospitals offer comprehensive clinical programs that are supported by a list of

ancillary services (ICU, NICU, physiotherapy, referral lab,

teleradiology/telemedicine, pharmacy and imaging facilities).

A comprehensive electronic medical records system forms the core of the hospital

information system (HIS) that supports clinical decision making. While four of the

hospitals are already accredited by NABH, the rest are under process. The

company caters to healthcare needs of international patients from developed and

developing countries.

ORGANIZATION PROFILE

Columbia Asia HospitalPalam Vihar, Gurgaon, is a 90 bed multi-specialty

facility situated in an upscale locality of the National Capital Region. The hospital


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began its services in July 2008 and has already become a preferred healthcare

service provider for the residents and corporate entities of Gurgaon.

The hospital offers a wide range of clinical services such as Obstetrics &

Gynecology, Internal Medicine, General Surgery, Pediatrics, Ophthalmology, Ear,

Nose & Throat, Urology, Gastroenterology, Dermatology, Orthopedics and Plastic

Surgery, Cardiology, Orthopedics, Neuro & spine surgery, Pulmonology. Qualified

and experienced medical personnel and technicians ensure healthcare delivery of

the highest standards.

Columbia Asia HospitalPalam Vihar is today considered as one of the best

hospitals in Gurgaon. The hospital has international standard infrastructure and

follows globally benchmarked standards of medical, nursing and operating

protocols and is rapidly becoming the preferred healthcare destination for

International Patients.

STRENGTHS

-designed room

SERVICES

24-Hour services


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SPECIAL CLINICS

linic

PREVENTIVE HEALTHCARE

- between 30 to 40 years

- above 40 years

- Senior Citizens

screening

- below 30 years

OTHER SERVICES

Audiology


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BUSINESS MODEL OF COLUMBIA ASIA HOSPITAL

Columbia Asia Hospital follows both B2B and B2C business models.

-to-Business (B2B):

B2B model describes commerce transactions between businesses. Columbia Asia

Hospital follows this business to business transaction. Under this comes the

following:

Stakeholders Those who are the partners of the organization.

: Third Party Administration that includes the third party workers.

Vendors:Who are the suppliers those contribute in the supply chain of theenterprise.

Consultants:Who are the professionals (Doctors) those provide the expertadvice in a particular domain.

-to-Consumer(B2C):

B2C (sometimes also called Business-to-Customer) describes activities of

businesses serving end consumers with products and/or services. Columbia Asia

Hospital serves the patients and maximizes the value of the transaction. It has

created a brand identity through repetition and imagery.

Community Hospital-As of now , all itsexisting hospitals arecommunityhospitals,except theone at yes oneyashwantpura(Bangalore), which isa 200bed tertiarycare referral hospital.

Community ensurefocused care,are morecommited to patientand well being ndimproves clinicaloutcomes

The criteria forchoosing a city, mostof which are tier II, isinadequacys ofhealthcare services inthese cities andpresence of anaffordable class readyto payfor goodmedical care.

Columbia asiaHospitals USP hasalways been evidencebased medicine- theconscientious, explicitand judicious use ofcurrent best evidencein making decisionsabout the care ofindividual patient


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HOSPITAL MARKETING

Hospital marketing this term usually earns criticism of non-marketers who relate

it with the negative aspects of marketing vis--vis selling of the most basic

necessity of 21st century i.e. Healthcare, but an insight into the requirements

dilutes the doubts.

In this highly globalized and competitive environment, any organization,

irrespective of its principles, motives, and goals, cannot survive without marketing.

Today, healthcare is not confined to stethoscopes, medicines and injections only; it

has emerged into an experience.

Today, when we are ill, we want to know that we have a doctor whose technical

knowledge and skills we can be sure of, on whose honesty we can rely and who

will treat us empathetically with the respect and courtesy to which we are entitled.

We need to be sure that the hospital or primary care team to which our doctor

belongs works effectively and safely, so we can be assured that we are getting

good quality care. And we need good access to care. So stated Sir Donald Irvine

President GMC (General Medical Council, UK) in 2003

With such advancements in patients expectations, it becomes inevitable for

Hospitals to acquaint seekers regarding their services and how different and

beneficial they are from the existing and other players. Product differentiation,

Segmentation, and Positioning of Hospitals play a major strategic role. Over and

above, when we are dealing with the MTV generation, who want everythingcolorful and catchy, we cannot ignore modern marketing strategies like Integrated

Marketing Communication.

HOSPITAL MARKETING: DEFINITION

Hospital Marketing is a specialized field that deals with connecting patients,

physicians and hospitals in mutual relationships.

With these ingredients there is clearly a need for analysis, strategy and

communication to make the most of limited resources while providing

compassionate health care. This is what hospital marketing does


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TYPES OF MARKETING AT COLUMBIA ASIA HOSPITAL,

PALAM VIHAR

1. INTERNAL MARKETING

2. EXTERNAL MARKETING

INTERNAL MARKETING-

Internal marketing provides all information which is important for the patient

inside the hospital. Brochures and leaflets play key role in presentation of the

hospital information and the customer care help desk is again an important role to

guide the patient and attendants to information of treatment and expertise of

doctors treatment. Hospital services like House-keeping, nursing care also playimportant role to increase the business through their best customer care services to

the patients which is responsible for word of mouth publicity.

Internal Marketing is a process which occurs within a company or organization

whereby the functional process aligns motivates and empowers employees at all

management levels to deliver a satisfying customer experience.

EXTERNAL MARKETING

It is all about marketing, the hospital does to outsiders, the various target

audiences, through strategies like International Medical Camps, ContinuousMedical Education (CMEs) for referral doctors, health camps for general public or

tie-ups with corporate. Mostly, Hospitals concentrate on marketing to sustain the

business and make it visible to people with medical needs and requirements. It

includes Visibility in community, Insurances and TPAs (Third Party

Administrators), Corporate Associations, Medical Marketing, and International

Business.


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HOSPITAL MARKETING AT COLUMBIA ASIA

Hospital Marketing at Columbia Asia is classified into three major segments

REFERRAL MARKETING

70-80% of all patients follow their GPs [General Physicians] suggestion directly orindirectly while choosing a hospital and up to 50% of all hospital admissions are due to a referral

of regional doctors. Direct referral marketing is a key to long term success for private hospitals.

GPs already referring patients to a hospital as well as potential new doctors have to be, and stay

convinced of the good performance of the hospital.

There are four criteria which mainly influence a doctor to choose a particular hospital: his

or her experience with the hospital so far, personal contacts, the reputation of the doctor treating

the patient and finally the communication and organization between hospital and GP. At the

same time, doctors want to be appreciated as important customers for the hospital and treated

accordingly, sometimes hospitals often neglected to take into consideration in the past.

Consequently, this means excellent prospects to acquire, keep and manage new referral networksby direct marketing.

HOSPITAL

MARKETING

INTERNATIONAL

PATIENTSERVICES

HEALTHCARE

FACILITATORS

HEALTHCARE

MEDIATORS -Individuals

INTERNATIONAL

TPAs

INSTITUTIONAL

CORPORATE TPAs

REFERRAL

(GeneralPhysicians)


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INSTITUTIONAL MARKETING

THIRD PARTY ADMINISTRATORS

TPAs are representatives of health insurance companies who approve

requests and settle claims (cashless & reimbursement).

Third Party administrators (TPAs), as the name suggests act as third party

facilitators and managers for the health insurance policies. They are the

administrators that function between the insurer (insurance company) and the

insured (who buys the policy). The TPAs role is very crucial as it functions as a

gatekeeper for the incoming of applications, claim, etc. and outgoing of privileges,

claim settlement, etc.

CORPORATE

Corporate marketing can be seen as more of a guiding philosophy than a function

at any department. It can be used as an overarching or umbrella term covering the

interrelating activities associated with managing various corporate level concepts

including organizational identity, corporate identity, corporate branding, corporate

reputation, corporate communication and corporate image spanning and

encompassing the whole corporation and its various stakeholders. Corporate

marketing also has a general applicability to entities, including corporations,

business alliances cities, government bodies etc.

Objectives of Corporate marketing: - Targeting the corporates, providing theservices at a reasonable cost, promoting the hospital services to the corporate, and

generate the revenue of the hospital

MARKETING RESEARCH FOR CORPORATE MARKETING

The purpose of marketing feasibility study is to assist a hospital in identifying

market competition, potential markets, and analysis to assess a business idea. It

needs both primary and secondary data to evaluate the local market conditions.

CORPORATE NEEDCorporate basically need to focus more about providing better healthcare services

to their employee in a reasonable costs. Thats why whenever any Corporate tie up

happens with any healthcare organization, corporate needs more discount in

Inpatient services along with Out-patient services. They want Basic health

cam, BIS (basic life support) training.


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INTERNATIONAL PATIENT SERVICES

INTERNATIONAL PATIENT SERVICES (IPS)

International Patient Services (also known as Medical Tourism, Health Tourism,

and Medical Travel) are services rendered to patients seeking medical treatment

abroad. It involves the benefit of cost effective treatment, private medical care in

collaboration with the tourism industry. The main Factors contributing to this

phenomenon include long waiting list for surgeries, costly healthcare inindustrialized countries, No or minimal insurance coverage in many developed

countries, anonymity of medical surgeries in other countries, powerful

communication between the various nations and states in the world, having natural

resources in many developing and Asian countries for offering complementary and

traditional medicine has led to the recent natural progression within health and

medical from developed to developing countries (Jabbari, 2007)

In India cost benefit is approximate 50% to 80% which favors the International

Patient services In India up to great extent. The most common treatments andSurgeries for which India is gaining popularity are heart surgery, knee

Replacement, Hip Replacement, cosmetic surgery, hair Transplant, Eye surgery

and dental implants/ surgery. Healthcare packages are varied and so are the cost of

treatment involved but in any way people have to pay a fraction or 1/10th or 30-

40% less cost of the total cost that they are supposed to invest in their countries.


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5 As FACTORS OF INTERNATIONAL PATIENT SERVICES

ACCESSIBILITY

Accessability applies more particularly to patients from countrieswhere the

waiting list is long, particularly to national health service patients in the UK and inCanada. In the UK, private health care may be available locally, but is expensive.

AFFORDABILITY

Affordability is probably the major reason and this is particularly true for patients

from the well-off, developed countries like America and UK, where private health

care is expensive, and some surgeries are not covered by their insurances

AVAILABILTY

Availability is often because the medical treatment they need is not available intheir local areas or not trusted by the patients, as is often the case with Omani

patients.

ACCEPTABILITY

Acceptable applies to services, which may be affordable, available, and

accessible, but they are not acceptable in the patients own country for religious,

political reasons or other social reasons.

ADDITIONAL

Additional refers to the availability of better care, perhaps better technology, or a

better specialist, or simply better service and personalised care abroad compared to

care in the home country.

INTERNATIONAL PATIENT SERVICES PROVIDED AT

COLUMBIA ASIA HOSPITALS

International insurance facilityTravel arrangements

Airport pick-up and drop

Forex support

Web access


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International conferencing facility

Coordinating doctors appointments

Arrangement with leading resorts chains for post-operative recuperation

Accommodations for relatives and attendants

Locker facilities

A choice of cuisine (kitchen)

Ensuring high quality healthcare

PAPERWORK TO BE COMPLETED FOR INTERNATIONAL PATIENTS

Previous medical records

Information about the treatment & package taken by the patient

Passport & visa

Letter of invitation

Resident permit

Consent form

Registration of foreign patient

Legal formalities for transplant

International patient referral information

INTERNATIONAL MARKETING STRATEGIES

Aggressive marketing and awareness programs globally

PUBLISH- Details of hospital and its core competencies- e.g. Joint Replacementsurgery, Bypass surgery, Cochlear implant, liver transplant, etc.

ADVERTISE- in international magazines, journals and newspapers and T.V

channels


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WEB-SITESlist, details, telephone numbers and email ID of Hospital and

concerned executives of IPS division.

SOCIAL MEDIA -Create presence in social mediaFacebook, twitter, LinkedIn,

etc.

BROCHURES- giving details and pictures of the hospital and its specialties,

consultants details, procedures, rates, special attractive treatment, travel and

tourism packages- if required.

TIE-UPSwith insurance companies for health insurance for treatment in India

and Third Party Administrators (TPAs) and Health Care Facilitators (HCFs).

INTERNATIONAL PATIENT SERVICES -CHANNELS

Apart from a Hospitals official website, there arethree other channels by which an

International Patient comes to know about the healthcare services in India and

comes for treatment.

HEALTHCARE FACILITATORS

Healthcare Facilitator (HCF) is an agency with the team of professionals offering aseamless combination of complicated arrangements within medical tourism.

IPSChannels

Healthcare

Facilitators

Healthcare

Referrals

International

TPAs


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QUERIES HANDLING PROCESS FOR INTERNATIONAL

HEALTHCARE FACILITATORSMedical queries are received by case manager. All the queries are forwarded to theIPS manager of hospital, nearest to patients country. The queries are replied by

the medical coordinator on following lines:

PROCESS FOR INTERNATIONAL HCFs

Patient approaches HCFs -Direct/Online

HCFs mail the queries and medical records to IPS division of Colombia Asia Hospital

consultation with the appropriate doctor followed by revertfrom IPS manager

Reply by HCF about the rates and other queries to patient

all the treatment plan and costs are sent to patients

if the rates are approved, dates are decided & invitation letter is sent to patient

the patient informs about the date of her visit


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The presence of International Accreditation for a medical facilitator helps them to

be better prepared in the field of healthcare protocols- patient protocols, pre-

operative and post-operative protocols, communication protocols and legal

liabilities to protect organizations; in addition to receiving continuous education on

latest trends in quality management practices. Accreditation, not only helps toimprove quality of service, it also creates confidence, trust and creates credibility

for facilitator in the eyes of patients.

INTERNATIONAL THIRD PARTY ADMINISTRATORS

TPAs are representatives of health insurance companies who approve requests

and settle claims (cashless & reimbursement).

Third Party Administrators (TPAs), as the name suggests act as third party

facilitators and managers for the health insurance policies. They are the

administrators that function between the insurer (insurance company) and the

insured (who buys the policy). The TPAs role is very crucialas it functions as a

gatekeeper for the incoming of applications, claim, etc. and outgoing of privileges,

claim settlement, etc.

ROLES OF TPAs

They act as back office and collect all the applications and process them for the

approval of the insurance companies.

network hospitals, etc. to the insured.

nd provide complete support to them

in resolving their queries and other related concerns. They also provide support

about the guidelines related to sending any intimation or any specific criteria that

the insured needs to meet in order to avail the medical insurance benefits.

network hospitals.

-network hospitals, they provide full support to the insured as

regards the norms, procedure of application, filing for claim settlement, etc.

insured for claim settlement, underwriting services, assessing the eligibility as per


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the policy, managing exclusions, deducting any amount as per the policy

guidelines, etc.

by the insurance company and thereafter the claim amount is released via the TPA.

SOME MAJOR INTERNATIONAL MEDICAL INSURANCE

COMPANIES

AETNA HEALTH SERVICES FZ LLC.

ALLIANZ WORLDWIDE CARE

DUBAI


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USA

VANBREDA INTERNATIONAL

BELGIUM

GMC SERVICES

PARIS

IHI

Denmark

I

INTERNATIONAL SOS MEERA RESCUE PVT. LTD.

(CEGA INTERNATIONAL)

PRESTIGE INTERNATIONAL

SINGAPORE

SEVEN CORNERS INC.

USA

BUPA INTERNATIONAL CIGNA INTERNATIONAL


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INTERNATIONAL REFERRAL MARKETING (International Medical

Referrals)

It falls under direct marketing and involves associate physicians, holding MD/

MS/ DM Qualification with good reputation and patient load. These physicians

refer patients to associated hospitals abroad and charge some fee for the same.

Hospitals conduct Continuous Medical Education (CMEs) and regular training

seminars in these physicians respective countries, for a well-coordinated network.

CRITERIA FOR SELECTION OF ASSOCIATE PHYSICIANS FOR IPS

hospitals

per month)

l from the doctor.

OBJECTIVES:

To study the services provided to the patient by Columbia asia.

To analyse the demographic project of clients of Columbia asia.

Promoting the hospital services to corporate and referral marketing by

Columbia asia.


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RESEARCH METHODOLOGY:

SIGNIFICANCE FOR THE RESEACHER

To facilitate and provide all the useful information of the referrals doctors to the Columbia asia

hospital.

RESERCHER DESIGN

EXPLORATORY & DESCRIPTIVE EXPERIMENTAL RESEARCH

The researcher is primarily both exploratory as well as descriptive in nature. The sources of

information are both primary & secondary.

A well-structured questionnaire was prepared and personal interviews were conducted to collect

the doctors perception, through this questionnaire.

SAMPLING METHODOLOGY

Sampling Technique: Initially, a rough draft was prepared keeping in mind the objective ofthe research. A study was done in order to know the accuracy of the questionnaire. The final

questionnaire was arrived only after certain important changes were done. Thus my sampling

came out to be judgemental and convenient.

Sampling Unit:

The respondents who were asked to fill out questionnaire are the sampling units.

Sample Size:

The sampling size was restricted to only 50, which comprised of mainly doctors from different

specialty, of palam vihar gurgaon due to time constraints.

Sampling area:

The area of the research was palam vihar gurgaon, india.


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MAIN TEXT -

Apparently International Patient Services division looks very straight and

organized, but as one dwells on the topic eventually it is found to be a complex,

delicate, onerous and perplexing business. Since more and more players are

identifying the potential vested with the Medical Tourism, competition is

increasing vastly. Some hospitals and medical facilitators have even started unfair

practices like lobbying, picking-up patients from airports- actually headed for some

other hospitals, and bribing referral doctors at other countries.

I would like to show my immense respect towards Columbia Asia Hospitals for

their fair practices and commitment towards International Patients by providing

them world-class Medical facilities at affordable prices.

An analysis of business from International Patient Services from different

specialties and channels was performed to identify the loopholes and strengths of

the division at Columbia Asia Hospital, Palam Vihar, Gurgaon. To analyze, three

financial years were considered including FY 12, FY 13, and FY 14.

The findings of the analysis were also used in forecasting the FY 15 budget and

lining up the required marketing strategies and promoting the relevant specialities.


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FINDINGS


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AREAS OF CONCERN

1. It can easily be inferred from the data that out of top ten countries (count-wise),

there is not even a single country from where revenue has increased as compared

to FY 12 (except Zambia and Pakistan, for there was no business from these

countries in FY 12).

2. Business has drastically dropped from countries like Iraq, U.S, Afghanistan and

Oman. Iraq a potential for some major hospitals like Apollo, Max, Artemis, andB.L Kapoor; has dropped by 73.33 % as compared to FY 12. Afghanistan is even

worse with a 100% decrease in patients.

KEY AREAS TO FOCUS

1. Nigeria with a total of 131 International patients is obviously the key area to

focus but there also the figures are falling. There is a huge potential to tap and

capitalize into.

2. From just 1 patient from Iraq in FY 13 to 4 in FY 14 -shows that there are

patients in Iraq who are willing to come to Columbia Asia Hospital.

ZEITHAML CUSTOMER PYRAMID FOR COLUMBIA ASIA HOSPITAL,

GURGAON, IPS DIVISION


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PLATINUM

Nigeria*

Kenya

Iraq

GOLD

Afghanistan

LEAD

U.S

European

IRONOman

Uzbekistan

Specialty-wise analysis


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AREAS OF CONCERN

1. ENT/ Head and Neck: - Despite of growing demand for Cochlear implants and

other specialty associated treatments, the figures have slumped for the specialty.2. Neurology: - The Company recently organized a camp for Neurosurgery in Nigeria.

The specialty carries a lot of potential and should be promoted.


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OPPORTUNITIES

1.ORTHOPEDIC in Nigeria

Age structure: 0-14 years: 43.8% (male 39,127,615/female 37,334,281)

15-24 years:19.3% (male 17,201,067/female 16,451,357)

25-54 years:30.1% (male 25,842,967/female 26,699,432)55-64 years:3.8% (male 3,016,896/female 3,603,048)

65 years and over:3% (male 2,390,154/female 2,840,722)

This shows that there are around 64,393,219 people in the age bracket of 25 and above

who would be requiring orthopedic attention either today or nearest future. The country

has low spending power but even the smallest fraction of population would be a

considerable and potential market to tap.

Further Sr. Consultant for Orthopedics at Columbia Asia, Gurgaon, Dr. Jayant Arora

has earned a good name among patients and medical facilitators which makes the taska bit easier and convenient.


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Channels/Sources: analysis


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AREAS OF CONCERN

1. Patient count and revenue from High Beam Global, a medical facilitator isdecreasing drastically. Their increasing involvement with other hospitals likeArtemis, Nova, BLK, and others should be a major concern for ColumbiaAsia.

2. Patient count and revenue from Sahara are also decreasing by a majorfraction.

OPPORTUNITIES

1. Safe Med Trips revenue share is increasing, although the count figures are same.The company must maintain good relations with Safe Med Trip (SMT) in order tosustain the business.

2. Dr. Ashoks share has seen a tremendous growth, from just 1 patient in 2011-12 to11 patients in 2013-14 the revenue share has also increased by INR 21,91,628

PILOT RESEARCH:

To analyze the factors attracting International Patients to India for medical treatment a

questionnaire was prepared to be filled up by top hospitals in Delhi/NCR which areproviding Medical facilities to International Patients opting India as a destination. The

participating Hospitals were:


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1. Columbia Asia Hospital, Gurgaon

2. BLK Super Specialty Hospital, New Delhi

3. Max Healthcare Hospital, New Delhi

4. Nova Specialty Hospitals, New Delhi

5. Rockland Hospital, New Delhi

6. Indraprastha Apollo Hospital, New Delhi

7. Fortis Healthcare, Shalimar Bagh, New Delhi

8. Metro Heart Hospital, Lajpat Nagar, New Delhi

FINDINGS

The main factors which these hospitals find for attracting International Patients to India arenamely:

Availability- lack of medical specialties in their patients own countries

Affordability-Expensive treatment in patients own countries

Competency-Competent doctors in India

Quality-World-class medical facilities in India

When Hospitals were asked to rank the factors responsible for attracting InternationalPatients to India, 75% agreed strongly that these patients come to India for treatment due tonon-availability or lack of medical specialties in their own countries. E.g. there is only one

1.5 tesla MRI machine in Nigeria (at PRIMUS International Super Specialty Hospital,Lagos, Nigeria). In Nigeria only 51 open Heart Surgery procedures were done between

August 2004 and December 2011 which makes it around 9 surgeries annually, that too withlittle success rate whereas in India around 80,000 open heart surgeries are performed

annually in 175 centers and that too at comparatively affordable prices.

Similarly, up to 75% also agreed that these patients come to India due to expensivetreatment in their home countries. A cross country comparison of treatment costs in U.S

dollars should make it clear :-


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Comparative competency and fair practices of Indian Doctors are other factors for attracting

these patients to India.

Lets get it clear from a story published in Deutsche Welle (DW):"The Afghan doctors

diagnosed a tumor and operated right away," said Mohammad Nabi from his bed at a hospital in

Delhi, pointing to a scar on his neck. After the operation, friends had advised the 56-year-old

from Balkh in northern Afghanistan to seek treatment in India. Doctors at the hospital in Delhi

told him that he never had a tumor, instead merely swollen lymph nodes. "I was tricked.

Unfortunately, that's common practice in Afghanistan," Nabi said, visibly upset.

The CT imagines clearly manifests the shadows that are created by a tumor and a tumor can be

differentiated from a plain swelling of the lymph nodes. Unfortunately, Afghanistan does not

have competitive and qualified radiologist to read CT scan as well as Magnetic Resonance

Imaging (MRI) to count on them.

The major specialties attracting these International patients to respective

hospitals are as follows:


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HOSPITAL SPECIALTY

1

SPECIALTY

2

SPECIALTY

3

SPECIALTY

4

SPECIALTY

5

Columbia

Asia

Hospital,

Gurgaon

Orthopedics Plastic/

Reconstructive

Obstetrics ENT/ Head/

Neck

Neurosurgery

BLK

Super

Specialty

Hospital,

New Delhi

Bone Marrow

Transplant

Orthopedics Spine and

Neurosurgery

Oncology Cardiac

Max

Healthcare

Hospital,

New Delhi

Brain Spine Orthopedics

(Knee)

Oncology Gastroenter

ology

NovaSpecialty

Hospitals,

New Delhi

Orthopedics IVF Urology Laparoscopy Ophthalmology

Rockland

Hospital,

New Delhi

Orthopedics Cardiac Oncology Urology

And

Nephrology

Gynecology

And

Obstetrics

Indraprast

ha Apollo

Hospital,

New Delhi

Cardiac Orthopedics Spine

And

Neurosurgery

Gastroentero

logy

Oncology,

Nephrology,

Urology

Fortis

Healthcare

Shalimar

Bagh, New

Delhi

Orthopedics

(Arthroscopy)

(KneeTransplant)

Brain and

Spine surgery

Renal

Transplant

Cardiac Oncology

Metro

Heart

Hospital,

LajpatNagar,

New Delhi

Interventional

Cardiology

Non-

Interventional

Cardiology

Gastroenterology Neurology Pulmonary

COUNTRY WISE ANALYSIS OF MEDICAL TOURISM IN DELHI/NCR

Most of the International Patients in Delhi/NCR belong to Afghanistan, Iraq, and Nigeria, due to

the following respective factors.


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DELHI

1. Action Cancer Hospital, New Delhi

2. B.L Kapur Memorial Hospital, New Delhi

3. Batra Hospital, New Delhi

4. Bhagwati Hospital, Delhi

5.

Chacha Nehru Bal Chikitsalaya, New Delhi6. Dharamshila hospital and Research Center, New Delhi

7. Escorts heart institute and Research center, New Delhi

8. Fortis Hospital, Shalimar Bagh, New Delhi

9. Holy Family Hospital, New Delhi

10.Indian Spinal Injuries Center, New Delhi

11.Indian Spinal Injuries Center, New Delhi

12.Institute of Human Behavior & Allied Sciences (IHBAS), New Delhi

13.Institute of Liver and Biliary Sciences, New Delhi

14.

Jeewan Anmol Hospital, New Delhi

15.

Jeewan Mala Hospital, New Delhi

16.Khandelwal Hospital & Urology Centre, New Delhi

17.Max Super Specialty Hospital, New Delhi

18.Max Superspeciality Hospital, Shalimar Bagh, New Delhi

19.Metro Heart and Cancer Institute, New Delhi

20.Metro Heart Institute with Multispecialty, Faridabad

21.

Metro Hospital & Heart Institute, Lajpat Nagar, New Delhi

22.Moolchand Hospital, New Delhi

23.National Heart Institute, New Delhi

24.Park Hospital, New Delhi

25.

Primus Super Specialty Hospital, New Delhi

26.Pushpawati Singhania Research Institute, New Delhi

27.R G Stone Urology & Laparoscopy Hospital, Kailash Colony, New Delhi

28.Rajiv Gandhi Cancer Institute & Research Centre, New Delhi

29.RLKC Hospital, Metro Heart Institute, New Delhi

30.Rockland Hospital, New Delhi

31.Saket City Hospital, New Delhi

32.Saroj Hospital & Heart Institute, Delhi

33.

Sir Ganga Ram Hospital, New Delhi

NOIDA

1. Apollo Hospitals, Noida

2. Delhi Heart and Lung Institute, Noida

3. Escorts Hospital and Research Center, Noida

4. Fortis Hospital, Noida

5. Kailash Hospital and Heart Institute, Noida

6. Metro Hospital and Heart Institute, Noida


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COMPARATIVE ANALYSIS OF TOP HOSPITALS IN DELHI/NCR AVAILABLE FOR


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IPSAs per Study

COMPANY BACKGROUND


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Name Columbia Asia Hospital, Palam Vihar, Gurgaon

Division International Patient Services Division

Geographic AreasServed

International Patients worldwideSpecial Focus on SAARC and African Nations

Revenue FY 2014 INR 1,34,63,666 (IPS-In Patients)

No. of International

Patients

55 (app. 5 patients per month)

Employees 1 + 1

Main Competitors Indraprastha Apollo Hospital, Fortis healthcare, BLK

super specialty Hospital, Artemis Hospital, Nova super

specialty, Medanta Medicity, Rockland Hospitals, Max

Healthcare, Metro Hospitals

From revenue of INR 26,379,330 from 109 International Patients in FY 2012 the figures have

declined to INR 13,463,666 from 55 International Patients in FY 2014. This describes a slump

of 48.96% in Revenue and 49.54% in Patients count, from FY 2012 to FY 2014.

With strong marketing campaigns and govt. lobbying by financially strong hospitals like

Medanta, Apollo, Fortis and Max Healthcare, It has become really tough for 100 bedded

hospitals, like Columbia Asia Hospital, in Delhi/NCR to attract patients from other countries.

Over and above, being financially strong and with more manpower these hospitals manage to

maintain good relationships with Healthcare Facilitators, Healthcare Mediators, and

Consultants.

SWOT ANALYSIS, COLUMBIA ASIA HOSPITAL, IPS DIVISION


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STRENGHTHS (Moderate) WEAKNESSES (High)

1. Lower rates of treatments, as comparedto other competitors in Delhi/NCR.

2.

Skilled and well qualified Consultantsand Surgeons.

3. Global Brand.4. Close proximity to International

Airport.5. International standards of cleanliness

and hygiene.

1. Financial constraintsMarketingConstrains

2.

Manpower3. Client Relationship4. Absence of International Patients

Lounge.5. Absence of a few treatments like liver

transplant (though, available atColumbia Asia, Yeshwanthpur, Blr).

6. Main focus on Corporate and ReferralMarketing.

7. Inability in promoting potentialspecialties and treatments: Promotion

Sales driven rather brand building.

OPPORTUNITIES (High) THREATS (High)

1. High demand of Medical Treatments inIndia especially Delhi/NCR.

2. Increasing demand for Kneereplacement and cochlear implant.

3. Increasing number of Patients fromSAARC and African region (8%-10%)

4.

Soon to be introduced Renal Transplantcarries a lot of potential and

opportunities for the hospital.

1. Competitors strong move inInternational Patient Services.

2. Decreasing Market Share3. Dispersion of International Patients to

other countries like Malaysia, Thailand,

Turkey, and Singapore.

PESTanalysis for Columbia Asia Hospital, International Patients Services division covers the

political, economic, social, and technological. The overall analysis helps the organization to cater

its clients/patients accordingly.


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The analysis also prepares a theoretical map to face the challenges in order to grow.

P-Political

E-Economical

S-Socio-Cultural

T-Technological

Political:

1.Legislation for Accreditation of Healthcare institutions like NABH to make them on par

with International standards

2. Extension of Visa period for International Patients.

To encourage International Patients in India Govt. has extended the time limit of

Medical Visas to 1 year; previously it used to be 3 months. This is further extendable byanother 1 year

3. Regulatory and Tax reforms.

The Govt. is providing a variety of incentives, including lower import duties and higher

depreciation rates on medical equipment, as well as expedited visas for International

Patients.

4.Since 2001 there has been a 100% FDI in Healthcare Sector.

5.Govt. encourages Public-Private Partnerships (PPP) in healthcare sector.

Economic Environment:

1.Lack of Govt. Spending.

Since the Govt. is struggling to provide basic health services to rural and semi-urban

population, there is a vast room for private healthcare investors to attract domestic and

International Patients seeking world-class facilities.

Extensive marketing by Private hospitals attract International Patients and Govt.

hospitals fail to play a major role in Medical tourism.

Socio-Cultural Environment:

1. Increasing elderly population

A growing population of elderly people in Nigeria can be credited for a huge number of

Hip and Total knee replacement and Spinal disorders surgeries in Indian Hospitals.

Similarly with increasing number of elderly people in Europe, figures for Cardiac

surgeries performed on International Patients in India are also increasing.


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2. Geographical reach

3. Increasing demands for specialty services

Technological Environment:

1.

Use of Information Technology2. Role of Telemedicine

Telemedicine is the use of telecommunication and information technologies in order to

provide clinical health care at a distance. It helps eliminate distance barriers and can

improve access to medical services that would often not be consistently available in

distant rural communities. It is also used to save lives in critical care and emergency

situations.

3. Pre and Post Treatment Consultation using apps like Skype Conversation with

International Patients.

4. If India is attracting so many International Patients, an important reason for that is

technological advancement and affordability of the same. In Nigeria there is just one 1.5tesla CT-scan machine, imagine a nation of 168.8 million (2012 statistics) with just one

advanced CT-scan machine. This is the reason Medical treatments in other countries are

so expensive.

PORTER FIVE FORCES MODEL FOR INDUSTRY ANALYSIS

THREAT OF NEWENTRANTS (-)

- Each of the industry

players has to face competition

from new entrants.

-

Hospitals like Nova,

Paras have been chucking out

some beds for International

Patients.

- Possible entry of new

Hospitals like QRG (Havells)due to high efficiency ratio.

BARGAINING POWER OF

CUSTOMERS (+)

-Due to very little price

sensitivity and lesser number

of substitutes (existing), Power

of driving down the prices

does not vest with the patients.


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BARGAINING POWER OF

SUPPLIERS (-)

-Large number of Hospitals

offering International Patient

services makes it tougher for

hospitals to drive up prices. -

The USP of International

Patient

Services in India stands for

AFFORDABILITY, so drivingup prices too much doesnt

make sense.

-For specialties like Renal &

Liver transplant, Incisive

Cardiology

Hospitals may drive up the

prices.

THREAT OFSUBSTITUTES (-)

-International Patients are

shifting towards Homeopathy,

Ayurveda, and Herbal

treatments due to safety factors.

-Countries like Malaysia,

Singapore, Turkey, and

Vietnam have also identified

the potential of Medical tourism

and begun the practice of

providing specialties at

competitive prices.

COMPETITIVE RIVALRY

THE INDUSTRY-)

Competitive Rivalry is extremelyhigh which exerts downwardpressure on prices. If Hospitalincreases prices it is easily robbedof Patients count.Corporate lobbying by financiallywell off organizations makesbusiness tougher for smallerorganizations.


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CONCLUSION

1. Columbia Asia Hospital, Gurgaon is facing immense competition from hospitals in

Delhi/NCR. Growing popularity of Artemis Health Institute Gurgaon, Medanta the

Medicity, Fortis Gurgaon, and Paras Hospital is dividing the market share into smaller

fragments.

2. The main factors attracting International Patients to Columbia Asia and other hospitals in

Delhi/NCR are Affordability, Availability, Competency, and Quality of Medicalfacilities.

3. Medical facilitators are increasing in number in Delhi/NCR region so the network is alsospreading; as a result there has been an overall increase in number of potential medical

queries from International Patients.

4. Columbia Asia Hospital, Gurgaon is facing both internal and external competition. While

there has been a dispersion of International Patients to other hospitals, there have beencases where patients opted for Columbia Asia, Bangalore as their preferred destination.

5. Revenue from international patients (In-Patients) has gone down by 48.96% as comparedto FY 2012 with an overall slump of 49.56% in total International Patients count.

6. Specialties like Plastic/ reconstructive and Neurology are losing counts and revenuesneed to be pushed.

7. Orthopedics enjoys a major share of total revenue and count: approx. 26.61% of totalInternational Patient count and 35.72% of total revenue.

8. SAFE MED TRIP, a Delhi based Medical facilitating company is alone providingpatients worth 20.01% of total revenue.

9. High Beam Global, a Gurgaon based firm needs special attention, for the company hasgood network in African countries, Iraq and Uzbekistan. HBGs contribution in overall

count and revenue is decreasing constantly and needs to be pushed.

10.Queries for treatments like TKR (Total Knee Replacement), Hip Replacement,Neurosurgery and spinal, and Cochlear implant are increasing.


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RECOMMENDATIONS

SCAMPER ANALYSIS: SCAMPER is a six sigma tool, which stands for:

Substitute.

Combine.

Adapt. Modify.

Put to other purposes.

Eliminate.

Reverse.

We can use the tool by asking questions about existing products/ services / people/ processes,

using each of the seven prompts above. These questions help us come up with creative ideas

for developing new products / services / people/ processes and for improving current ones.

In order to improve the existing, slumping, International Patients Division of Columbia Asia

Hospitals, I would like to use SCAMPER tools to identify the existing loopholes and improve or

improvise the concerned factors.

Substitute

Highlight the existing non-potential specialties with the potential ones.

If one looks at the figures, the trends show that the number of patients opting for Plastic/

reconstructive and gynecology are falling whereas specialties like Hip Replacement, Total Knee

Replacement, and Cochlear Implant are growing constantly. These specialties should be

promoted in potential countries at affordable and competitive prices.

Combine

Combine Corporate with International Patient Services; with Corporate MNCs having a

worldwide network of stakeholders and shareholders, a good relationship on that front can fetch

great business.

An understanding with Hospitality Corporates business model of Trident and Hyatt would get

some potential queries for IPS.

Adapt

Hospitals like Max, BLK (former B.L Kapoor Memorial Hospital), Fortis, Apollo etc. arespending a lot on brand awareness in other countries like Iraq, Nigeria, Uzbekistan,

Afghanistan, Kenya as a result Columbia Asia faces immense threat and will have to increase

brand awareness and adapt to this situation. It should go beyond sales promotion to core brand

visibility.


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With growing players in the field, Client Relationship with Healthcare Facilitators and Mediators

is also deteriorating, for they now demand more attention and engagement, physically as well as

financially.

ModifyIn order to create more Value to International Patients following modifications to the existing

model are recommended.

a. Introduce a Lounge & Cuisines for International Patients ServicesPatientsfeel more comfortable when they are surrounded with other International

Patients.

This helps in building word of mouth publicity, once they move back to their

countries and transparency in the process and consultation.

b. Increase the manpower from 1 IPS executive to 3 (2 executives + 1 Assistant

Manager) as Delhi/NCR has a strong potential for Medical Tourism and beingthe only Columbia Asia Hospital in North India offering International PatientServices, it deserves a strong attention.

For the increasing competition and slumping figures, the current hierarchy and

man power is not sufficient.

Put to other purposes

Once the Renal Transplant facility is introduced successfully, the hospital can tap an

increasing market demand for renal transplant. The hospitals providing Renal Transplant in

Delhi/NCR are all big hospitals and charge a huge amount because of complications involvedin the surgery. The same treatment can be offered at a relatively lower prices and hospital can

be promoted as a specialized center for Renal Transplant. Ex12000 USD (as majority of

competitors offer between 11000 USD15000 USD).

Eliminate

Eliminate the non-competitive referral tools as they are not up to market standards.

Reverse

More emphasis on Research and Development, and branding is required. R&D and Branding

should be started afresh considering trending concepts and eliminating the have become

histories concepts: Target New markets, smaller markets by focusing on trending specialties.


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LEARNING FROM INTERNSHIP

1. An insight into the basic functioning of Hospital Marketing

2.

Customer and Client Relationship Management

3. Database Management and Data Mining

4. Event Management

5. Forecasting and Business Development

6. Identification of service gaps

7. International Patients- Channels functionality and processes

8. Market Research

9. Query handling and conversion

10.Query Tracking of International Patients

BIBLIOGRAPHY

Web Pages:

www.columbiaasia.com

www.indexmundi.com

Research Papers:K.R Shanmugam (Madras School of Economics)

India Healthcare (McKinsey and Co.)

Medical tourism and role of TPAs (Dr. Prem Jagyasi)
http://www.columbiaasia.com/http://www.indexmundi.com/http://www.indexmundi.com/http://www.indexmundi.com/http://www.columbiaasia.com/http://www.columbiaasia.com/


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Other References:

Company guide and Head of Department (Marketing)

Faculty guide

Data from the hospital

Company handbook Abhik MoitraHBG

ShaliniMediconnect India

Nirmal Jeet SinghBL Kapoor Hospital

Amit SinghBL Kapoor

ExecutiveFortis Hospital

Dr. Soheila MustafaviMetro Hospital

Anshu AroraNova Hospital

GovindSafe Med Trip

AdeebColumbia Asia Hospital, Bangalore


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FOR OFFICIAL USE

Questionnaire No : ___________________

Date of the interview : ____________________

Name of

interviewer

Name Of the

Supervisor

Profile of the doctor

a. Name of the

doctor:__________________________________________

b. Sex (Code: Male-1, Female-2) :

______________________________________

c. Speciality:____________________________________________

_______

d. Practicing since (Total practice)___________________(Year)

e. Average Consultation

fees:________________________________________

f. Address:___________________________________________________

________


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Q.1. Do u run a private clinic?

1.Yes.. 2. No

Q.2. If answered yes to the above question; please ask the number of clinic

currently run by the doctor along with the address.

No. of Clinic:___________________

Address: 1.___________________

2.___________________

3.___________________

Q.3. Are you also visi ting some of the hospitals in the city?

1.Yes.. 2. No

Generated by CamS canner tro, in tsig.com

Confidential

Q.4. I f answered yes in the above question; please ask the name of

the hospitals visited by the doctor.

Hospital Name :

___________________________________________________


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Hospital Name :

____________________________________________________

Hospital Name :

____________________________________________________

Q.5. How many admissions (hospitali zation), on an average, do

you refer in a given month?

____________________________________________________________

___

Q.6. Could you share with us the main 3 factors considered by you

for suggesting a hospitals (for hospitalization cases) to patients.

1.

_______________________________________________________

_________

2.

_______________________________________________________

_________

3.

_______________________________________________________

_________

Q.7. Kindly share with us the kind of Healthcare cases you usual ly

receive. (please tick mark the oppoprai te columns in the table

mentioned below).Also, please share with us the name of doctors /

hospitals to whom you refers these cases.


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S.no. Health concerns Do you get the

helth cases

menti oned in

the left

column? (tick)

Doctors

/H ospital s (to

whom you

refers cases)

1. Orthopedics

2. Gynecology

3. Respiratory

4. Neurology


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