Survey On Views Of Doctors and Patients Regarding Best Hospitals in Mumbai

Summer Project Report

Submitted in partial fulfillment of the requirements For Post Graduate Diploma in Management (Healthcare & Pharmaceutical Management) (2011-2013)

SUBMITTED BY: NANDITA.H.SINGH PM-011-022

IES Management College & Research Centre Bandra,Mumbai.

1

IES Management College and Research Centre Bandra, Mumbai

2nd MAY 2nd July 2012
Students Declaration

I hereby declare that this report, submitted in partial fulfillment of the requirement for the award for the Post Graduate Diploma in Management (PGDM), to IES Management College and Research Centre is my original work and not used anywhere for award of any degree or diploma or fellowship or for similar titles or prizes. I further certify that without any objection or condition subject to the permission of the company where I did my summer project, I grant the rights to IES Management College and Research Centre to publish any part of the project if they deem fit in journals/Magazines and newspapers etc. without my permission.

Place : Mumbai

Date

: 19th July,2012

--------------------------------Signature

Name Class

: Nandita .H.Singh : PGDM (HCPM)

Roll No. : PM-11-22

Certificate from the company

This is to certify that the dissertation submitted in partial fulfillment for the award of Post Graduate Diploma in Healthcare & Pharmaceutical Management (PGDMHCPM) of IES Management College and Research Centre is a result of the bonafide research work carried out by Ms. Nandita H Singh under my supervision and guidance. No part of this report has been submitted for award of any other degree, diploma, fellowship or other similar titles or prizes. The work has also not been published in any journals/Magazines.

Date:

19th July 2012

Industry guide
Signature of the Industry Guide: ____________ Name of Industry Guide: Dr.Sujata Mahadik Designation: Vice President Company : Sudler & Hennessey Communication Pvt Ltd.

Place: Mumbai

Signature of Internal faculty Guide:___________ Name of Internal faculty guide:Mr. Chandrashekhar Kaushik Core Faculty

( IES Management College and Research Centre )

Acknowledgements

The project is not individuals effort, hence there are great many people who helped and supported us to complete this project. I take this opportunity to convey my sincere thanks to the management of Sudler & Hennessey Healthcare Communication PVT LTD Dr. Sujata Mahadik , Ms.Sheela

Dsouza And Ms.Rohini Choraghe for their invaluable support, encouragement and useful suggestions throughout this project. I would like to express deepest sense of gratitude to the Management Team of Sudler & Hennessey Healthcare Communication Pvt Ltd

Dr.Sujata Mahadik , Ms.Sheela for sharing their experiences & valuable time with me. I would like to express our gratitude to our beloved Prof.Mr.Chandrashekar Kaushik for giving us an opportunity to understand practical implementation of all the theoretical concepts learned in class.He was kind enough to render his valuable time to me at each stage of my project. Last but not the least I would like to thank IES Management College and Research Centre for giving me this platform to express my views and harness my talent to the fullest.

Thank You Nandita .H. Singh

Table of Contents

Chapter 1 1.1 Introduction (Executive Summary) 1.1.1 Overview of the PharmaceuticalIndustry. 1.1.1.1 Basic Introduction. 1.1.1.2 Current Scenario 1.1.1.3 Diagnostics Outsourcing/Clinical Trials 1.1.1.4 Generics 1.1.1.5 Advantage India 1.1.1.6 Future Prospects Of Indian Pharmaceutical Industry 1.1.1.7 Introduction to Company. 1.2 Overview of the healthcare industry (Hospitals all over India and Mumbai city hospitals) 1.3 Objective. 1.4 Methodology. 1.5 Research Methodology 1.6 Sampling Design & Sample Size. 1.7 Limitation.

Chapter 2 2.1 Analysis & Findings. Chapter 3 3.1 Conclusion &Recommendations A-1 Annexures (Questionnaire for Doctors and Patients) B-1 Bibliography.

1.1 Executive Summary

An internship with a company like Sudler & Hennessey Healthcare Communication Pvt Ltd was something that came across as a very good opportunity for me to do summer project.The purpose of the study was to find out the Best Hospitals for patient care in MUMBAI ,the preference of government hospitals and private hospitals from the patient and doctors point of view ,the need of advertsing and promotions for hospitals ,expectations of doctors and patients from hospitals ,factors affecting the choice of hospitals etc. A questionnaire containing open ended questions was used for data collection .

The research will cover the following points: Best hospital for patient care in Mumbai from doctors and patients point of view Preference of private hospitals over government hospitals The factors affecting choice of hospitals Expectations from hospitals Need for advertising and promotions for hospitals

Research Methodology The research included Primary Research and Secondary Research . Primary research Survey: A survey was conducted to study the best hospitals in Mumbai and to understand the need of advertising and promotions for hospitals Method of Data collection: Data collected on the basis of structured Questionnaire open ended was used for data collection.

 Sample size: Consulting Physicians (5) General Practioner (8) Surgeons (5) Dentist(2 ) Patients (30)

Location: Different Parts of Mumbai :Powai, Andheri , Vikhroli, , Sion , Bandra , Hiranandani covering 20 doctors and 30 patients randomly in the mentioned area. Method of Data Analysis: MICROSOFT -EXCEL

Sample and Sample Size The research included survey of Dentist , Consulting Physicians, & General physicians, Surgeons And Patients randomly selected by us. The data was collected from different parts of Mumbai area . The sample size being 20 Doctors and 30 patients .

INTRODUCTION

Marketing Research in todays World

Marketing research in India is clearly at a point where it is set to become indispensable if the liberalization of the economy and expansion of consumer choice, which has become palpable in the recent years, is going to continue. With the opening of the Indianeconomy, the markets have gradually become buyers' markets. In India, market research is essentially used as a reactive tool, it is in the static stage; whereas, MR should serve as a proactive tool, helping corporations optimize their functioning by bringing research into all marketing efforts, by integrating it into the long and short term marketing strategies and by involving the operational staff who actually carry out the work that can use informed research results. Market research often ends up being used as an isolated tool that gives a narrow picture of the past without giving a holistic view and an insight into the future.

The need of the hour are MR professionals who are true managers - managers who have to facilitate a radical change in the way market research is looked upon today; very often as an activity done by a separate cell and an end in itself. MR professional should use research as an actionable tool, incorporating cutting edge methodologies, getting the needed results while saving time and money. It is a dynamic instrument, use to feel the pulse of the market, make probabilistic predictions about the market through sophisticated tools and ultimately get involved in product innovation and strategic planning. SPSS software and other are the tools of research design. MR involves research design, questionnaire development, analysis, writing and interpreting results and a range of quantitative and qualitative methods

1.1.1

Introduction to the Industry

Indian pharmaceutical industry has been witnessing phenomenal growth in recent years, driven by rising consumption levels in the country and strong demand from export markets. As per the Department of Pharmaceuticals, Government of India, the Indian pharmaceutical industry is one of the world's largest, ranking 3rd in terms of volume and 14th in terms of value in the global pharmaceutical market. The ranking in value terms may also be a reflection of the low prices at which medicines are sold in the country. The industry has seen tremendous progress in terms of infrastructure development, technology base and the wide range of products manufactured. Demand from the exports market has been growing rapidly showing to the capability of Indian players to produce cost-effective drugs with world-class manufacturing facilities. Bulk drugs of all major therapeutic groups, requiring complicated manufacturing processes, are now being produced in India. Pharma companies have developed Good Manufacturing Practices (GMP) compliant facilities for the production of different dosage forms. A paradigm shift occurred in the Indian pharmaceutical industry with India becoming a signatory to the WTO order, ushering in the Product Patent Regime. Earlier, with the enactment of The Patent Act, 1970, only process patent was applicable for pharmaceuticals. As part of the governments support to increase exports, duty free zones have been set up and several manufacturers of bulk drugs have been shifting their focus to Active Pharmaceutical Ingredients (APIs). As a result, the diverse spread has now started getting consolidated and concentrated in certain regions across the country. Domestic demand has been showing significant growth; the rise in consumption being primarily attributed to the rising population, rise in income levels and increasing health awareness among people. New product launches by the Indian and multinational companies have also catalyzed market demand. Moreover, the favorable regulatory

environment increased the spending on R&D and improved technical skills in the field of chemical synthesis have also played an important role.

1.1.1.2

Current Scenario

Indian pharma industry is mainly operated as well as controlled by dominant foreign companies having subsidiaries in India due to availability of cheap labour in India at lowest cost. Globally, India ranks third in terms of manufacturing pharma products by volume.

The Indian pharmaceutical industry is expected to grow at a rate of 9.9 % till 2010 and after that 9.5 % till 2015. The Indian pharmaceutical market is expected to touch US$ 74 billion sales by 2020 from US$ 11 billion. The market has the further potential to reach US$ 70 billion by 2020 in an aggressive growth scenario. Moreover, the increasing population of the higher-income group in the country will open a potential US$ 8 billion market for multinational companies selling costly drugs by 2015. Besides, the domestic pharma market is estimated to touch US$ 20 billion by 2015, making India a lucrative destination for clinical trials for global giants.

Further estimates the healthcare market in India to reach US$ 31.59 billion by 2020.

10

1.1.1.3

Diagnostics Outsourcing/Clinical Trials

According to the estimates, the Indian diagnostics and labs test services, in view of its growth potential, is expected to reach Rs159.89 billion by FY2013. The Indian market for both therapeutic and diagnostic antibodies is expected to grow

exponentially in the coming years. Findings from the report suggest that more than 60% of the total antibodies market is currently dominated by diagnostic antibodies. Some of the major Indian pharmaceutical firms, including Sun Pharma, Cadila Healthcare and Piramal Life Sciences, had applied for conducting clinical trials on at least 12 new drugs in 2010, indicating a growing interest in new drug discovery research.

1.1.1.4

Generics

India tops the world in exporting generic medicines worth US$ 11 billion and currently, developed. the Indian pharmaceutical industry is one of the world's largest and most

Moreover, the Indian generic drug market to grow at a CAGR of around 17 per cent between 2010-11 and 2012-13. Union Minister of Commerce and Industry and Minister for Trade and Industry, Singapore, have signed a 'Special Scheme for Registration of Generic Medicinal Products from India' in May 2010, which seeks to fast-track the

registration process for Indian generic medicines in Singapore.

11

1.1.1.5

Advantage India

The Indian Pharmaceutical Industry, particularly, has been the front runner in a wide range of specialties involving complex drugs' manufacture, development and

technology. With the advantage of being a highly organised sector, the pharmaceutical companies in India are growing at the rate of $ 4.5 billion, registering further growth of 8 - 9 % annually. More than 20,000 registered units are fragmented across the country and reports say that 250 leading Indian pharmaceutical companies control 70% of the market share with stark price competition and government price regulations.

Competent workforce: India has a pool of personnel with high managerial and technical competence as also skilled workforce. It has an educated work force and English is commonly used. Professional services are easily available.

Cost-effective chemical synthesis: Its track record of development, particularly in the area of improved cost-beneficial chemical synthesis for various drug molecules is excellent. It provides a wide variety of bulk drugs and exports sophisticated bulk drugs.

Legal & Financial Framework: India has a 53 year old democracy and hence has a solid legal framework and strong financial markets. There is already an established international industry and business community. Information & Technology: It has a good network of world-class educational institutions and established strengths in Information Technology.

12

Globalisation: The country is committed to a free market economy and globalization. Above all, it has a 70 million middle class market, which is continuously growing.

Consolidation: For the first time in many years, the international pharmaceutical industry is finding great opportunities in India. The process of consolidation, which has become a generalized phenomenon in the world pharmaceutical industry, has started taking place in India.

1.1.1.6 `

Future Prospects of Indian Pharmaceutical Industry India has the highest number of USFDA-approved manufacturing facility outside the

US, thus puts in a good position to manufacture bulk drugs and export to regulated markets in the coming years. China is becoming a major competitor to India, in the export of APIs. Domestic companies are aggressively pursuing international market for exports growth but competition from companies in Eastern Europe and China are emerging as a matter of concern. Increasing consolidation will erase the distinction between bulk drug companies and generic drug makers in the near future. Pharmaceutical exports from India will grow at a CAGR of 18% between 2009-010 and 2013-14 particularly driven by multibillion dollar patent expirations and growth in the global generics market. In addition, stringent price control norms in the Indian market are turning manufactures to exports in order to reap better margins.

13

1.1.1.7

Introduction to the Company

About Sudler & Hennessey

Sudler & Hennessey is one of the largest healthcare advertising agencies operating in more than 25 cities across the globe.

Since its inception in 1934, it has become a full service agency offering an entire gamut of services to its clients.

Part of the WPP group, Sudler & Hennessey, India has worked on a number of prestigious accounts, and is well on its way to make a strong presence in the field of Healthcare Communications in India.

IntraMed is the medical division of Sudler & Hennessey that focuses on educational communication to doctors and healthcare professionals.

It

develops strategic promotional and educational programs for a wide spectrum of

healthcare brands.

14

S&H creates advertising, direct marketing and sales promotion programs for prescription drugs and over-the-counter medications. In addition, S&H provides strategic consultancy and communications support in the areas of managed care, medical devices and equipment, nutrition, veterinary medicine and general healthcare.

Communications programs produced by S&H on behalf of its largely pharmaceutical industry client base are directed to a wide range of healthcare professionals as well as patients and their support networks.

1.2 OVERVIEW OF THE HEALTHCARE INDUSRTY IN INDIA

Health Care is aService Industry. It comprises hospitals, medical equipment manufacturers, health insurers and educational institutions. The health care industry figures among the fast-growing industries in India. The health care services in India are provided through public hospitals; corporate hospitals with super-specialty facilities; private and charity hospitals; rehabilitation centres ;small and medium nursing homes; private clinics; and diagnostic centres. According to the Organisation of Pharmaceutical Producers of India (OPPI), Indias health care infrastructure include 262 medical colleges, 645825 registered medical practitioners, 445 pharmacy colleges with an annual intake of 24,843 students in 2005. The number of hospitals stood at 15,393, which had 8.75 lakh beds. The government through an extensive health care infrastructurecomprising general hospitals, district hospitals, 23,109 primary health centres, 1.42 lakh sub-centres and 3,222 community health centres provides health care services to the Indian population. The government has also promoted centres of excellence such as All India Institute of Medical Sciences in New Delhi and National Institute of Mental Health & Neuro-Sciences in Bangalore.

15

The estimated size of Indian Healthcare industry was USD 35 billion in 2008 and is projected to grow at 23 per cent per annum to touch USD 80 billion by 2012 and by 2017 will reach over USD 150 billion

http://northbridgeasia.com/ResearchReports/HOSPITAL%20RESEARCH%20REPORT%20(1)%20(1).pdf

There is an increasing number of private and public healthcare facilities and are expected to rise in demand for the industry accounting for USD 6.7 billion .

The Indian hospital industry would be worth USD 280 billion by 2020 as against USD 44 billion in 2010. Its estimated revenue is USD 30 billion in 2010. During 2010-2015 the Indian hospital service industry is projected to grow at a CAGR of more than 9%. Medical tourism in India is growing at a CAGR of over 27 per cent during 20092012. Medical tourism market is valued to be worth USD 310 million and is expected to generate USD 2.4 billion by 2012. Hospitals and Diagnostic centres have received FDI worth USD 786. 14 million between April 2000 and April 2010. 1 per cent of Indias GDP is spend on health, whereas France spends 10.4 per cent and Japan spends 8 per cent.

16

 According to 2001 population norms, there is still a shortage of 4,477 primary healthcare centres and 2,337 community healthcare centres. India would require 1.75 million beds by 2025. Over 6800 more hospitals are needed in India to provide basic health facilities to people in rural areas. The various hospitality brands have started aggressive expansion in the country. Some of the companies that are planning to expand include Anil Ambanis Reliance Health, Hindujas, Sahara Group, Apollo Tyres and Panacea Group. There is a shortage of 350,000 nurses in India, partly because many qualified nurses leave for better prospects abroad. India needs double the number of doctors from 0.7 million to 1.5 million and triple the number of nurses from 0.8 million to 2.5 million. The nurse-doctor ratio in India is 1.5:1compared to 3:1 in developed countries

During the last five years rural health sector has been added with 15,000 health sub-centres and 28,000 nurses and midwives. The number of beds per lakh population in the rural areas is 20 times lower than that of urban areas while the number of hospitals is 10 times lower. In India, beds per thousand population is 0.7 compared to 2.3 in China and 1.8 in Malaysia. According to the Organisation of Pharmaceutical Producers of India (OPPI), the number of doctors and nurses stood at 6.45 lakh and more than 8.5lakh .

17

Contribution towards Health care sector

http://northbridgeasia.com/ResearchReports/HOSPITAL%20RESEARCH%20REPORT%20(1)%20(1).pdf

The growth in the sector is driven by private and public sector, healthcare facilities, medical insurance sector, medical diagnostic and path labs.

http://northbridgeasia.com/ResearchReports/HOSPITAL%20RESEARCH%20REPORT%20(1)%20(1).pdf

It is estimated that nearly 75 per cent of all the hospitals and 40 per cent of hospital beds in the country are in the private sector. The private sector provides 60 per cent of all out-patient care in India and as much as 40 per cent of all in-patient care.

18

Share of private expenditure as a percentage of total expenditure on healthcare has grown to nearly 80 per cent over the last decade and it is further expected to increase

Aging population The shifting demographic and socio-economic profile of the countrys population is transforming the health care landscape in India. Nearly 64% of the Indian population falls in the 15-65 years age group currently, which includes both the working and the older groups. The older group as a percentage of total population is growing due to higher life expectancy. The increase in elderly population leads to higher expenditure on check-ups, treatments and medicine.

http://northbridgeasia.com/ResearchReports/HOSPITAL%20RESEARCH%20REPORT%20(1)%20(1).pdf

In 2015, CVS disorder would emerge as the biggest killers in India. India already is the diabetic capital of the world. Hence, Hospitals like ASIAN HEART INSTITUTE are taking special measures to meet the demand for cardiac and diabetic patients. For eg: At ASIAN HEART INSTITUTE, the hospital has special dedicated paediatric Cardilogy centre called as Childrens Heart Centre

19

UP GRADATION OF MEDICAL SERVICES AND EQUIPMENT This includes the most up-dated diagnostic equipments for diagnosing diseases. Hospital offers doctors and patients cutting edge diagnostic and surgical solutions as well as the latest in IT systems. In many cases, they represent the first of their kind in the region. PET Scan, C-Arm, Doppler, 2D,3D Echocardiography, Dual Source Cardiac CT (DSCT), SPECT, Stereotactic Radiosurgery , Intra-operative MRI Suite (IMRIS) etc.

TELEMEDICINE The utilisation of information technology for medical diagnosis, treatment and patient care is called telemedicine. It consists of customised medical software integrated with computer hardware and medical diagnostic instruments connected to the commercial VSAT. Although telemedicine finds use in all medical specialties, current applications are concentrated in radiology, pathology, cardiology and medical education. The greatest impact of telemedicine may be in fulfilling its promise to improve the quality, increase the efficiency, and expand the access of the health care delivery system to the rural population. It enables a physician or specialist at one site to deliver health care, diagnose, intraoperative assistance, therapy, or consult with another physician or paramedical personnel at a remote site. Reports of telemedicine implementations are appearing in orthopaedics,

20

dermatology,

psychiatry,

oncology,

neurology,

paediatrics,

internal

medicine,

ophthalmology and surgery.

FOR EG: ASIAN HEART INSTITUTE has a program DISHA which is a telemedicine

initiative

Growth in lifestyle diseases

http://northbridgeasia.com/ResearchReports/HOSPITAL%20RESEARCH%20REPORT%20(1)%20(1).pdf

In the year 2010 India has 40 million diabetic patients amounting to 19% of the global diabetic population. By 2020 it is estimated that India will be close to 90 million diabetic patients.

Approximately 35 million people are expected to be affected with cardiovascular diseases in India. This number is estimated to grow to 70 million by the year 2020.

In India cancer contributes to approximately 10% of the annual deaths. It is estimated that approximately 1 million new cancer patients will be diagnosed every year by 2020 as against a current 700,000.

21

Growth in revenue

http://northbridgeasia.com/ResearchReports/HOSPITAL%20RESEARCH%20REPORT%20(1)%20(1).pdf

The inpatient revenues are expected to increase at a compound annual growth rate (CAGR) of 14.8 per cent, significantly outpacing outpatient revenues, which is expected to increase at a CAGR of 8.3 per cent. The rapid growth of the Indian economy has led to a change in urban and rural lifestyles that has brought about a major shift in the frequency of disease pattern from communicable to non-communicable.

Growth in Medical Tourism in India

http://northbridgeasia.com/ResearchReports/HOSPITAL%20RESEARCH%20REPORT%20(1)%20(1).pdf

22

 In the last one year nearly 5 lakh foreign patients have visited India for cheap treatment. In the past five years the trend of foreigners coming to India has gained momentum. India is giving a tough competition to other medical hotspots like Singapore, Thailand and Malaysia. The overall success rate of cardiac bypasses is 98.7% in India, whereas it is only 97.% in United States. Medical tourism in India is growing at a CAGR of over 27 per cent during 20092012 and is expected to generate USD 2.4 billion by 2012. The number of medical tourists is expected to grow at a CAGR of over 19 per cent in the forecast period to reach 1.1 million by 2012

23

MUMBAI CITY HOSPITALS

In Mumbai there are 72 government hospitals and 530 private hospitals..

At present, private hospitals in Mumbai have 80-85 per cent occupancy rate and which could come down in the next five years to 60-70 per cent.

Mumbai may soon face an over-capacity in hospital beds as three new heart hospitals are expected to be operational in the next 12-18 months and as majority of privately-run hospitals are on an expansion spree.

http://northbridgeasia.com/ResearchReports/MUMBAI%20HOSP.pdf

24

75-80% of households prefer to use private sector treatment in Mumbai for minor and major illnesses.

With a technology and skilled super specialists coupled with sound infrastructure and professional management, Mumbai is indeed ready to take on international competition

The cost of treatment in Mumbai hospitals is 1/10th of the cost in Europe and USA. To support the growing needs of a growing population, Mumbai has world-class facilities in specialty hospitals and healthcare centers. These facilities are well spread out to all parts of the city for easy and fast access

Demand and Supply Scenario

Demand:

Healthcare demands a ratio of 4 beds per 1000 population. In Mumbai it does not exist and it is less than 2 beds per 1000 population.

The world average requirement is 3.96 beds/1000 population but this should increase to 7 beds/1000 population with the increasing population and growing healthcare diseases.

So approximately 35000 beds need to be added in order to reach the ratio of 3.96 beds/1000 population.

The average occupancy ratio for private hospitals is 70-90 per cent.

The average number of out-patients visiting the hospital/day is about 1600, and the number of in-patients admitted/day is 700, for the hospitals having bed strength of 1000 beds.

25

The number of out-patients visiting the hospital/day is about 400, and the number of in-patients admitted/day is 200, for the hospitals having bed strength of 200 beds

Supply scenario :

http://northbridgeasia.com/ResearchReports/MUMBAI%20HOSP.pdf

Mumbai has approximately only 37,370 beds for its constantly rising population. Out of 37,730 beds approximately 17,200 beds belong to private hospitals

26

Projected growth in no of beds

http://northbridgeasia.com/ResearchReports/MUMBAI%20HOSP.pdf

Demand for number of patients Average occupancy ratio for private hospitals is 70-90%. With bed strength of 1000 beds, the average number of out-patients visiting the hospital/day is about 1600, and the number of in-patients admitted/day is 700. With bed strength of 200 beds, the average number of out-patients visiting the hospital/day is about 400, and the number of in-patients admitted/day is 200.

Occupancy ratio of 40-45% is good enough to break even. So there is a demand to increase the occupancy ratio which will increase the number of out-patients and inpatients visiting the hospital/day

27

Hospitals based on Ownership There are altogether 539 hospitals in Mumbai. 48% of these are the nursing homes, followed by private hospitals.

http://northbridgeasia.com/ResearchReports/MUMBAI%20HOSP.pdf

Facilities provided by hospitals generally are :

Beds Various consultants Well-trained support staff Speciality doctors Intensive Care Units o Medical ICU o Intermediate Care ICU o Neuro Surgical ICU o Paediatric ICU o Neonatal ICU o Cardiac ICU Multi-Speciality Services Under One Roof 24 X 7 Hi tech Ambulance Services

28

24 X 7 Pharmacy Free Home Delivery within 5 km Radius 24 X 7 Blood Bank 24 X 7 Accident & Emergency Services (Casualty) 24 X 7 Pediatric Emergency Telemedicine Out Patient Consultations Evening Out Patient Consultations Note : The facilities provided by different hospitals differ and are not the same for all .

29

1.3

Introduction to the Project

The project was primary research of the Hospitals in Mumbai ,to have and understanding and technical know how of the Best Hospitals for patient care in MUMBAI ,the preference of government hospitals and private hospitals from the patient and doctors point of view ,the need of advertsing and promotions for hospitals ,expectations of doctors and patients from hospitals ,factors affecting the choice of hospitals etc.

A questionnaire containing open ended questions was used for data collection .

1.4

Objective :

Comprehensive study of the hospitals in Mumbai to know the best hospitals and the expectation of the patients and doctors from hospitals and effect of advertising on hospitals

Sub Objective : Best hospital for patient care in Mumbai from doctors and patients point of view Preference of private hospitals over government hospitals The factors affecting choice of hospitals Expectations from hospitals Need for advertising and promotions for hospitals

1.5 Research Methodology The research included Primary Research and Secondary Research . Primary research Survey: A survey was conducted to study the best hospitals in Mumbai and to understand the need of advertising and promotions for hospitals

30

 Method of Data collection: Data collected on the basis of structured Questionnaire open ended was used for data collection.

Research Area- Different parts of Mumbai. Research tool- Questionnaire (Refer annexure) Sample size- 20 doctors and 30 patients Sample size: Consulting Physicians ( 5) General Physicians (8) Dentist (2) Surgeons (5) Patients (30)

Location: Different Parts of Mumbai ( Powai, Andheri (west), Vikhroli, , Sion Bandra , Hiranandani covering 20 doctors and 30 patients randomly in the mentioned area. Method of Data Analysis: Microsoft office excel sheet

1.6

Sample and Sample Size The research included survey of Dentist , Consulting Physicians, & General

physicians, Surgeons And Patients randomly selected by us. The data was collected from different parts of Mumbai area . The sample size being 20 Doctors and 30 patients .

31

1.7

Limitations of the study The research was restricted to Mumbai only and hence results of the research cannot be considered same worldwide. To derive the final conclusion from such a small sample is a major limitation. The above situation should be taken into consideration when the analysis is interpreted & conclusions are made.

32

Chapter 2.1

Analysis & Findings Doctors response to the Questionnaire

1.How often do you refer your patients to hospital? Why?

how often patients are refered to hospital

80% 70% 60% 50% 40% 30% 20% 10% 0% Most of the times occassionaly

The response was most of the times , in case of critical cases and also for faster diagnosis and treatment available at one particular place and also hospitals where the doctors are associated with .

Some of the doctors said occasionally they refer patients to hospital as an when the need arises( response from the dental surgeons

33

2.Does a patient ask for particular hospital reference?

Do patients ask for hospital refernce

100%

0% yes no

Yes, in case of surgeries required mostly patients ask for particular hospital references and also if the patient Is having medical insurance so they ask for hospitals where this facility is available

3.While referring to the hospital what are the key factors do you consider ? key factors considered while refering patient to hospital

80% 60% 40% 20% 0% competence of doctors hygiene conditions economic condition of patient

Competence of doctors Hygiene conditions Economic condition of patients

34

4 .Which hospitals do you refer most?

Hospital preferred by doctors

70% 60% 50% 40% 30% 20% 10% 0% Lilavati hospital KEM Hospital J J Hospital

Lilavati hospital for its quality of treatment and patient attention that they give and also in case of surgeries such as during multiple fractures because many cases are handled daily and experience to handle complex situations is more.

5 .Preference of hospitals government or private hospital? Why ? Preference of hospitals both government and private hospital because both are good in their own ways since for poor people they refer government hospitals in case of high class people who can afford they refer private hospitals .

type of hospital you prefer

private hospital

Government hospital 0% 20% 40% 60%

35

7. Key facilities that hospitals should focus up on?

facilities hospital sholud focus on

50% 40% 30% 20% 10% 0% radiology and clinica test affordability and patient attention technological improvement

Radiology and other clinical test availability ,affordability ,patient attention , technological improvements and research oriented approach should be focused up on . Treatment and service facilities should be properly maintained, innovative approaches which helps to avoid perishabilty condition i.e loosing of patients to other hospitals are to be met

8.Which hospitals is best for patient care in Mumbai?

50% 40% 30% 20% 10% 0% Lilavati hospital KEM Hospital JJ hospital Breach Candy Hospital

36

9.Does media awareness plays significant role in preference of hospitals?

does media awareness play significant role

80% 60% 40% 20% 0% yes no

Yes ,because it helps to know various aspects such as the technological support ,difficult operations , successfully done by advertising in newspapers and health magazines etchence helps patients to prefer.

No because media focuses on negative things and that affects patients

37

Patients Response To The Questionnaire

1.Best hospital for patient care in Mumbai ?

Best hospital for patient care in mumbai

godrej memorial hospital jaslok hospital breach candy hospital lilavati hospital 0% 10% 20% 30% 40% 50%

Lilavati hospital is the best hospital for patient care in Mumbai and next best hospital being Breach Candy and Jaslok hospital . Patients surveyed mostly experienced the above mentioned hospitals services. 4 patients surveyed answered for Godrej memorial hospital in Vikroli because of being economical and they stay nearby there .

2.Factors you consider while choosing a hospital? factors considered while choosig hospital

50%

0% doctors availability hygiene services

others

Doctors availability

38

Hygiene Affordability

3.Which hospital do you prefer of the two ?Private or Government Hospitals ? Private hospitals(response) was maximum because Patient attention given by doctors and nurses along with better services Hygienic so they dont have to worry about secondary infections Being economical patients mostly government hospitals

80% 60% 40% 20% 0% private hospital

Hospital preferred

government hospital

4. Have you seen advertisements relating to any hospitals ? Advertisement seen relating to any hospital
50% 40% 30% 20% 10% 0% lilavai hospital seven hills hospital others

39

Online Lilavati hospital information from news ,Newspaper and Some serials Advertisement and banners of Seven Hills Hospital in autorickshaw meter card buses and online also word of mouth from some colleagues or friends .

5.Have you heard about Seven Hills hospitals anywhere ? Your views on it ?

views on seven hills hospital

costly political issues

Patients from Marol know it, campaigns on sugar check up and BP check up in L&T Area in Andheri . The perception in minds of the patients that it is costly and meant only for corporate and rich people Poor people were ill treated by staff and nurses and political issues are mostly remembered by patients

40

Chapter 3. 3.1 Conclusion

Lilavati hospital is the best hospital for patient care in Mumbai and next best hospital being Breach Candy and Jaslok hospital Most of the times doctors refer patients to hospital in case of emergency cases for faster treatment and all facilities at one place

The factors considered by patients while visiting hospital are doctors availability,hygiene , services . Patients ask for hospital reference from family doctors and if they have medical insurance Advertisements play an important role for hospitals for most doctors and few doctors feel its not important Facilities that hospitals should focus on is patient attention . various clinical and diagnostic facilities at one place Seven Hills hospitals in costly and meant for corporate people is the perception in minds of patients Government and Private hospitals are good in their own ways While referring a patient to hospital doctors give importane to competence and specialty of doctor and affordability and hygiene condition

41

3.1

Recommendations

The healthcare industry in India spends just 1.4% of GDP which should be increased to 6% Also public and government should join hands together to provide health benefits to patients

Schemes and facilities should be provided by the top private hospitals in Mumbai to make the facilities available to the poor people Seven hills hospital should make more awareness of its facilities to the poor so that the wrong perception can be removed

42

ANNEXURES :

A-1

Questionnaire for doctors

1.How often do you refer your patients to hospital? Why?

2.Does a patient ask for particular hospital reference?

3.While referring to the hospital what are the key factors do you consider ?

4 .which hospitals do you refer most?

5 .Preference of hospitals both government and private hospital ? why ?

6.What type of the practice is best suited?

7. Key facilities that hospitals should focus up on?

8.which hospitals is best for patient care in Mumbai?

9.Does media awareness plays significant role in preference of hospitals?

43

Questionnaire for patients

1.Which hospital is best for patient care in Mumbai ?

2.Which hospital do you prefer ?

3.While choosing a hospital the key factors you consider ?

4.Which hospital do you prefer ?government or private hospital?

5.Your views regarding patient awareness programmes or advertisements?

6 .Have you heard about Seven Hills Hospital? views on seven hills hospitals?

44

B-1

BIBLIOGRAPHY
http://northbridgeasia.com/ResearchReports/HOSPITAL%20RESEARCH%20REPORT%2 0(1)%20(1).pdf http://northbridgeasia.com/ResearchReports/MUMBAI%20HOSP.pdf www.cygnusindia.com www.Asianheartinstitute.com www.apollohospitals.com Chronicle Pharmabiz- Issue November26,2009 Healthcare Industry in India-Subarao http://www.sevenhillshospital.com/mumbai/clinical_service.html
http://en.wikipedia.org/wiki/Pharmaceutical_industry_in_India

http://articles.economictimes.indiatimes.com/2012-06-03/news/32006555_1_price-increases-drugprice-control-order-ceiling-price

http://www.moneycontrol.com/news/brokerage-recos-sector-report/india-will-remainbranded-drugmarket-for-many-more-yrs_727714.html

http://www.business-standard.com/india/news/indian-pharma-market-to-grow-at-15-cagr-byfy14/166615/on

45