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TABLE OF CONTENTS

Sl No. CONTENTS PAGE


No
Acknowledgement 3

Chapter Executive Summary 4


1
Chapter Introduction of the Study 5-17
2
Chapter Objective of the Study 18
3
Chapter Research Methodology 19-21
4
Chapter Analysis of Promotional 22-30
5 Strategy of AMRI Dhakuria
Chapter Data Analysis, Interpretation & 31-49
6 Recommendations
Chapter Limitations of the Study 50
7

Gourab Majumder
Chapter Bibliography 51
8

Gourab Majumder
ILLUSTRATIONS

Chapter : Content:
Page No.

Chapter 1 Executive Summary


4

Chapter 2 Introduction
a. Customer Satisfaction:
…………………………… 5-6
Importance & Trends
b. Healthcare Industry in India……………………
7-10
c. Growth
Drivers……………………………………….11
d. Company
Profile……………………………………..12-13
e. Service
Profile………………………………………...14-15
f. Competitors of
AMRI……………………………….16
g. Customer
Segment……………………………..17

Chapter 3 Objectives of the


Study………………………..18

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Chapter 4 Research
Methodology………………………..19
a. Market
Segment………………………………………20-21

Chapter 5 Analysis of Promotional Strategy


a. List of Corporate Tie-up……………………...26
b. List of TPA tie-up ……………………………28
c. Internal Promotion…………………………...29-30
Chapter 6 Data Analysis, Interpretation …………………...32-50
& Recommendations
a. Target Customer Achieved…………………..32
b. Time taken during admission………………...32
c. Reason behind choosing AMRI……………...33
d. Location……………………………………...33
e. Type of Patients……………………………...34
f. Customer Satisfaction (all)………………….35-46
Chapter 7 Limitations……………………………….51
Chapter 8 Bibliography……………………………...52

Acknowledgement

“Expression of feelings by words makes them less significant when it comes to


make statement of gratitude”

Gourab Majumder
Sometimes words fall short to show gratitude, the same happened with me during
this project. The immense help and support received from AMRI Hospitals Limited
Dhakuria overwhelmed me during the project.

In preparation of this report by me, I feel great pleasure because it gives me


extensive practical knowledge in my career. I get idea about Indian Healthcare
Industry & how this industry is marketed.

I am thankful to Mr. Todi (Owner) for giving me opportunity to do my project at his


renowned organization.

My sincere gratitude to Mr. Subhendu Poddar (General Manager-HR & D) for


providing me such an opportunity to work with AMRI Hospitals Ltd Dhakuria. I am
highly indebted to Mr. Samir Ghosh, company project guide (General Manager-
Growth & Development), who has provided me with the necessary information and
his valuable suggestion and comments on bringing out this report in the best
possible way.

I am thankful to Dr. S. Samajdar (Faculty Guide) for valuable inspiration and


guidance provided me throughout the course of this project.

I would also like to thank Mr. D. Chattaraj (SIP Coordinator) for delivering me all the
necessary information regarding SIP at that time.

I would like to take opportunity to express my gratitude towards all of them who
have contributed directly or indirectly in my project work. In addition, I would like to
give regards to my Parents, AMRI Staffs, friends who have in some way helped me in
completing this project.

Gourab Majumder

CHAPTER:1 EXECUTIVE SUMMARY

Gourab Majumder
Experts opine that healthcare marketing is a complex equation because most often the producer,
that is, the doctor, himself is the marketer. Since the production and consumption, takes place
simultaneously, as in the case of performing an operation, he or she should ensure zero-error
delivery each time and every time. There is no physical or time gap between the production and
consumption.
With the realization of importance of hospital marketing, the presence of a full-fledged
marketing department has also been acknowledged. “The marketing department is said to be the
voice of hospital where the brand is fashioned and communicated, internally as well as to the
community at large,” says Anne Marie Moncure, managing director, Indraprastha Apollo, New
Delhi.
The marketing department is said to be the voice of hospital where the brand is fashioned and
communicated, internally as well as to the community at large.

Purpose and Challenge


One of the leading healthcare providers (Private Hospital) in Kolkata had sensed some
dissatisfaction among its both in-patients despite of having all the necessary facilities in form of
renowned full time consultants, large number of nurses & staffs, state-of-the-art infrastructure.

The study was done exclusively to analyze the internal marketing strategies & to collect the
patients feed back to find out the sources of the dissatisfaction.

The actual purpose of the study is to identify the sources & level of dissatisfaction among
patients & find out the available measures of certain problems.

Deliverables
1. Target Market segmentation of the Hospital.

2. Customer segmentation of the Hospital.

3. Promotional Strategies for specific customer segments.

4. Analysis of Internal Marketing System of the Hospital

5. Sources of dissatisfaction among patients.

6. Feasible recommendations.

Gourab Majumder
CHAPTER 2: INTRODUCTION
Customer Satisfaction: Importance & Current Trends
“The more relationships the customer has with the firm, the higher the real and psychological
switching costs and the greater the profits. The more relationship the firm has with the customer,
the more the firm has an opportunity to learn about the customer’s behavior. Good predict are
even better with behavioral data.”

Richard Staelin (Presentation, MSI conference:


Taking stock of customer Relationship, March 3, 2006)

There is a strong relationship between Satisfaction and Loyalty. The relationship between
satisfaction & loyalty is not a simple linear relationship. V Kumar & W. J. Reinartz claimed that
the link between satisfaction & retention is asymmetric (dissatisfaction has greater impact on
retention than satisfaction) and nonlinear (the impact of satisfaction on retention is greater at the
extremes, with the flat part of the curve in the middle called the zone of indifference). (See
Figure 1)

NOTE: The dotted line represents a linear


approximation of the nonlinear relationship
shown.

Customer Source: W Anderson & V Mittal,


retention
Zone of indifference “Strengthening the Satisfaction-Profit
Chain,” Journal of Service Research 3, no.
2 (November 2000): p.114

Customer Satisfaction Figure 1

Even Reichheld, Markey, and Hopton provided findings that show that customers buy a lot more
from companies with which they are completely satisfied, Reichheld et al. To them a customer is
satisfied only if they are a “5” on a 5-point scale. (Figure 2)

It is proved in a several study that customer loyalty is directly associated with the customer
satisfaction. Satisfaction not only creates loyalty but also helps to build goodwill & word-of-

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mouth promotion. Changes in need & consumption pattern have also changed the face of
marketing rules of products & services.

NOTE: 1=Completely
Dissatisfied
Loy
alt
2=Somewhat Dissatisfied
y
3=Neutral

4=Somewhat Satisfied

5=Completely Satisfied
1 2 3 4 5
Source: T.O Jones & W
Satisfaction Figure 2
Sassar, “Why Satisfied
Customer Defect”, Havard
Business Review, Nov-Dec

Changes in Needs and Consumption Patterns

Traditional Needs New Generation Needs

Internal & self happiness Group & Collective community peace & happiness

Source: 2009 E&Y-FICCI Report on Wellness – Exploring the untapped Potential


Demand for value & mass products & services Demand for premium & luxury products & services

Acceptance by family & close social circle Social acceptance by large community
group, family, friends & work colleagues

Minimal requirements of Innovative schemes for safety,


external assurance, self- complete guarantee with
controlled safety minimal outflows

Preventive
Curative & healthcare,
basic fitness,
healthcare, requirement,
need for food need for nutrition

Reactive & Proactive, Proactive & Preventive,

InwardMajumder
Gourab & Basic Outward & Improvement
Key factors impacting these lifestyle trends are Globalization-Opening of Indian Market to the global economy &
Growing awareness due to increased number & type of media channels –both domestic & international

Health Care Industry of India

A massive boom in private hospitals is changing the nation’s health delivery landscape
beyond recognition. New hospitals are mushrooming even in smaller towns. Leading
healthcare entrepreneurs are targeting tier 1 & tier2 cities to expand their business. The
scent of big money is in the air. It is making seasoned business leaders look for an edge
in marketing healthcare in a new avatar. It is giving doctors the choice & option of
moving from green to greener pastures. At the root is the new-age patient who wants the
best treatment money can buy. Bleeding edge technology, wonder drugs & star facilities
are now the hospital mantra. Healthcare system is usually large, complex & slow to
respond to change. However, the surge of new ideas, approaches & institutions is melting
away the age-old barriers to change. India is writing a new chapter of growth.

Few statistics:
1. Rs 200,000 crore is the size of the industry, slated to clock Rs 300,000 crore
by 2012.
2. 80% of the market is in private hands, the highest in the world.
3. 4 million people are employed, making it one of the largest service sectors
in the economy.
4. 16% is the rate at which the healthcare sector is growing year on year.
5. 1 lakh beds each year for the next 20 years at Rs 50,000 crore per year is
what India needs.
6. 60% of the 15,393 hospitals & 80% of all qualified doctors are in the private
sector.
7. 5 % of household income goes to healthcare; 70 % is sought from the
private sector.

Gourab Majumder
8. 32 quality beds per 10,000 people in the metros close to the global
benchmark of 35 beds per 10,000.
9. 12% insurance penetration in top 20 cities. The business is growing at 50%
per year.
10. Rs 4500 crore is what private firms invested in Indian healthcare during
2006-2010.

11. 5-10 times higher salary rates are being offered by corporate hospitals to
doctors.
12. 29 % CEOs believe lack of consistent policy on accreditation hinders
growth.

Infrastructure of Indian Healthcare Industry

According to the Investment Commission of India the healthcare sector has experienced
phenomenal growth of 16 percent per annum in the last 4 years . Rising income levels and a
growing elderly population are all factors that are driving this growth. In addition, changing
demographics, disease profiles and the shift from chronic to lifestyle diseases in the country has
led to increased spending on healthcare delivery.

Even so, the vast majority of the country suffers from a poor standard of healthcare infrastructure
which has not kept up with the growing economy. Despite having centers of excellence in
healthcare delivery, these facilities are limited and are inadequate in meeting the current
healthcare demands. Nearly one million Indians die every year due to inadequate healthcare
facilities and 700 million people have no access to specialist care and 80% of specialists live in
urban areas.

1. According to WHO statistics there are over 250 medical colleges in the modern system of
medicine and over 400 in the Indian system of medicine and homeopathy (ISM&H).

Gourab Majumder
2. India produces over 250,000 doctors annually in the modern system of medicine and a
similar number of nurses and Para-professionals.

3. Better policy regulations and the establishment of public private partnerships are possible
solutions to the problem of manpower shortage.

Role of Central Government in (Political & Economical)

Central government efforts at influencing public health have focused on the five-year plans, on
coordinated planning with the states, and on sponsoring major health programs. The central and
state governments jointly share government expenditures. Goals and strategies are set through
central-state government consultations of the Central Council of Health and Family Welfare. The
Ministry of Health and Family Welfare, which provides both administrative and technical
services and manages medical education, administer central government efforts. States provide
public services and health education.

1. The Union Budget for 2008-09, boosted the Indian healthcare industry through a host of
Initiatives announced such as tax holiday for next five years for setting up new hospitals
in Tier II and Tier III cities.

Gourab Majumder
2. The clinicical Establishments (Registrations & Regulation Act) Bill 2010—approved by
the union cabinet last month—makes it mandatory to provide medical care treatment to
stabilize any person in an emergency condition.
If the bill is passed in the Parliament, this will be the first time emergency medical care is
made obligatory under law in the country.

Social Impact (Health Insurance & new age customers)

The majority of the Indian population is unable to access high quality healthcare provided by
private players as a result of high costs. Many are now looking towards insurance companies for
providing alternative financing options so that they too may seek better quality healthcare. The
opportunity remains huge for insurance providers entering into the Indian healthcare market
since75% of expenditure on healthcare in India is still being met by ‘out-of-pocket’ consumers.
Even though only 10% of the Indian population today has health insurance coverage, this
industry is expected to face tremendous growth over the next few years as a result of several
private players that have entered into the market. Health insurance coverage among urban,
middle- and upper-class Indians, however, is significantly higher and stands at approximately
50%.Now-a-days new age patients want the best treatment money can buy. The increasing per
capita income of Indian Consumer is driving the Industry in India.

New Technologies
Driven by the rising healthcare demands & spending power of India’s affluent generation ,
medical technology looks set to enter a golden age. A new FICCI-Earnst & Young study predicts
15-20% growth for the Indian medical equipment market.

Not surprisingly, private hospitals are taking the lead in introducing the latest technological
wonders & creating milestones in treatment.

Gourab Majumder
Robotic surgery, Flat Panel Digital Cath Lab, iMRI & Brain SUITE are not only introduced
accurate treatment & diagnosis but also facilitate less blood loss operations etc. These are as a
hole the key behind the phenomenal growth of Indian Healthcare Industry.

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Few Growth Drivers

Name Location Total Beds USP

Fortis Hospitals 62 hospitals across 10,000 Huge capital, top doctors,


India specialized service

Apollo 50 hospitals across 9,000 The Apollo heart institute is


India one of the largest
cardiovascular groups in the
world

Manipal Manipal & Bangalore 3571 Pioneering presence in


Hospitals medical education

Medanta Gurgaon 1600 45 OT & over 350 critical


Medicity care beds

Arvind Hospital 4 hospitals 1500 Traditional hospitality & low-


cost eye care treatment.
Known for service oriented
initiatives.

Kasturba Manipal 1475 Service to the needy & poor


Hospital people with care &
compassion

AMRI Hospitals Kolkata Over 550 beds+ Traditional Hospitality with


Upcoming transparency in all operations
hospitals in & unique packages for
different locations Diabetics, senior citizen,

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Bypass etc

COMPANY PROFILE (AMRI


Hospitals)
About AMRI Hospitals Ltd:

Ownership
AMRI Hospitals –a joint healthcare venture by the Emami Group & Shrachi Group & the
Government of West Bengal.

History & Innovation


July1996
AMRI Hospitals is co-founded by Emami & Shrachi Groups, two of Kolkata’s most respectable
and developing groups, along with Government of West Bengal (India) to expand health
coverage options for consumers. A 161 bed tertiary care hospital is introduced.
June2002
A Clinic with specialty in ENT, Eye & Dental is introduced.
August2005
A 190 bed Super-specialty hospital is introduced.
January2006
Acquired a 184 bed super specialty hospital in Salt lake, Kolkata. Now known as AMRI Salt
Lake, Kolkata.

Quality & Certification


1. AMRI hospital is a center for training the student of Institute of Radiology & Medical
Imaging.

Gourab Majumder
2. Critical Care Unit and Institute of Minimally Invasive Surgery department of the
hospital have been selected for training the Post DNB fellows in respective discipline.
3. The hospital has been accredited of training for fellows from The University of
Newcastle Nova Care Diabetes Academy (TUNDA), which is an internationally
recognized institution for research and training in Diabetology.

4. Certified ISO 9001:2000.


5. AMRI Annex is the first Multispeciality Super Speciality Hospital in Eastern India to
be accredited by NABH.
6. AMRI has been accredited with NABL certification for Laboratory Services.

Board of Directors

Gourab Majumder
Prof. (Dr.) S N Chairman
Banerjee
Prof. M. K. Chhetri Managing Director
Mr. R S Agarwal Director
Mr. R S Goenka Director
Mr. S K Todi Director
Mr. Aditya V Director
Agarwal
Mr. Prashant Director
Goenka
Ms. Priti Sureka Director
Mr. Ravi Todi Director
Mr. Manish Director
Goenka
Mr. Rahul Todi Director
Mr. D N Agarwal Executive Director
Mr. Ashim Kumar Director
Das
Dr. Pronab Director
Dasgupta

Gourab Majumder
Gourab Majumder
Gourab Majumder
AMRI Dhakuria – Service Profile
AMRI Dhakuria

AMRI Main (161- AMRI Annex (190


Beds) Beds)
Estd-July-1996 August-2005

Specialities Specialities

1. General Medicine 1. Cardiology

2. General Surgery 2. Cardio Thoracic


Surgery
3. Critical Care
3. Critical care
4. Chest Medicine
4. Onco Medicine &
5. Dermatology
Surgery
6. Endocrinology
5. Radiotherapy
7. Gastroenterology
6. Neurology
8. GI Surgery
7. Neuro Surgery
9. Gynecology &Obstetrics
8. Vascular Surgery
10. Hematology
9. Orthopedics
11. Nephrology
10. Trauma
12. Pediatric medicine & Surgery
11. Physical Medicine
13. Psychiatry
12. Obesity Surgery
14. Urology
Gourab Majumder 13. Cosmetic &
15. Plastic Surgery Maxillofacial Surgery
16. Geriatric Medicine
14. Minimally Invasive
(Laparoscopic) surgery
AMRI Main (161- AMRI Annex (190
Beds) Beds)
Competitors of AMRI Hospitals Dhakuria
Estd-July-1996 August-2005

AMRIFeatures
Dhakuria& Facilities
operates Features
mainly at the Eastern India. The target market & Facilities
is divided broadly on
State-wise customers.
1. Super Deluxe RoomsThe main states under the AMRI target are…..
1. Suites
1. West
2. Single Bengal
Rooms 2. Super Deluxe Rooms
2. Tripura
3. Maternity Ward 3. Double Bedded Rooms
3. Jharkhand
4. Speciality General Ward 4. Speciality General Ward
4. Bihar
5. ICCU 5. CTVS
5. Orissa
6. HDU 6. ITU
Though
7. NICUAMRI Dhakuria eyeing several states of Eastern India,7.the main operating region is
ICCU
Kolkata & other districts of WB.
8. CRIB 8. HDU

9. Pediatric Ward 9.24-hr Pharmacy


Competitors of AMRI Dhakuria
10.OT 10.24-hr Lab Services

11.24-hr Lab Services 11.24-hr Emergency


1. Apollo Gleneagles Hospitals
12.24-hr Pharmacy 12. OT
2. Peerless Hospital
13. Dedicated Labor & pre-labor 13. Dietetics
3. Ruby General Hospital
room
14. OPD & Special Clinics
14.4. B. M. Birla Heart Research Centre
Dietetics
15. Preventive Health Check-Ups
15.5. CMRI
Endoscopy
16. Physiotherapy
16.6. Kothari
OPD Medical
& Speciality Center
Clinics
17. Radiology & Imaging
17. Preventive Health Check-Ups

18. Radiology & Imaging

Gourab Majumder
7. Belle vue Center

8. BP Poddar Hospital

9. R. N. Tagore International Institute of Cardiac Science

10. Aurobindo Seva Kendra (EEDF)

Gourab Majumder
Customers (Target Patients) Segmentation of AMRI
Dhakuria

Now a day’s all hospitals have divided their customers in 3 categories. They are…

AMRI Dhakuria too has divided their customers into these 3 categories. These patients are
generated by the different marketing/promotional efforts.

1. Cash Patients are generated by the direct marketing efforts & by the social promotional
activities (CSR) & word-of-mouth (Goodwill).

2. Corporate patients are generated mainly by the Corporate Tie-Ups between AMRI &
Corporate Houses.

3. TPA customers are Health Insurance policyholders (Mediclaim). Certain Insurers have
collaboration with AMRI.

Gourab Majumder
CHAPTER 3: Objectives of the Project

AMRI Dhakuria is one of the fastest growing hospitals in Eastern India. Specially in Kolkata,
West Bengal it is considered as one of the finest super multispecialty hospital. So the objective
of the study was to understand the efforts behind the phenomenal success of the AMRI Dhakuria
in such a short time.

Main Objective:
The main objective of the study conducted on AMRI Dhakuria (26/04 to 26/06) to understand
the “EFFECTIVENESS OF THE PROMOTIONAL STRATEGY OF THE AMRI HOSPITAL”.

Primary Objectives:

1. Characterization of the segmentation of target customer of the AMRI Dhakuria

2. Analysis of the promotional strategy implemented by the hospital for target customers
(patients) of each segment.

3. Analysis of the hospital service provided to the customers which is the most important
from the point of view of the Hospital as well as the patients/customers.

It is critically important because a better service provides the opportunity for the hospital
to attract more customers. Best quality service with smile creates goodwill of the hospital
by the creation of word-of-mouth promotion.

Gourab Majumder
CHAPTER 4: Research Methodology
A. Formulation of research problem:
1. TARGET MARKET & TARGET CUSTOMER segmentation of AMRI Dhakuria
2. Analysis of PROMOTIONAL STRATEGY for Specific Customer Segment of
AMRI Dhakuria.
3. Measurement of CUSTOMER SATISFACTION at AMRI to understand AMRI’s
potentiality in service.

A. Literature Survey:
1. Literature survey has been done to get an overview about the basic principles &
trends of service sector.
2. Several literature in form of newspapers, promotional brochure, articles,
magazines, official papers, AMRI website are carefully studied to be informed
about the current scenario of Healthcare Industry in India.

A. Research Design:

1. Segmentation of target market (Place).


2. Segmentation of target customers (patients).
3. Analysis of promotional strategies for specific customers segments.
4. Analysis of patients generated by the different promotional/marketing strategy
(Analysis of Primary & Secondary Data).
5. Survey on customer satisfaction at AMRI Dhakuria (To understand the potential
of the AMRI Dhakuria to serve its In-patients & Out-patients).
6. Analysis of collected data (Primary Data).

A. Findings & Conclusion.

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B. Feasible Recommendations:

C. Sampling procedure & Sample size:

Random selection method has been taken to collect the primary data
of customer view. Total Sample is 130.

Gourab Majumder
Target Market Segmentation of AMRI Dhakuria

BANGLADES INDIA NEPAL


H

Segmentation of Target Customers (Patients)

A. Cash/Trade Patients:
Cash Patients are the patients who do not get any credit facility during the course of their
treatment. These patients are admitted with cash payment & are discharged after full payment of
treatment expenditure.

B. Corporate Patients:
These patients are generated by the direct marketing efforts. These patients are admitted on
credit & avail credit facilities during the whole course of treatment. The employer (Govt.
/Corporate House) of the patients pays the treatment bills. The terms & conditions are different
between different companies.

C. TPA Patients:

Gourab Majumder
These patients are the Health Insurance Card holder (Mediclaim). AMRI Hospital have Tie-Ups
with Insurers. The Terms & Conditions are more complex than Corporate Tie-Ups. Insurers do
not pay all the expenditure for the patients.

CHAPTER 5: ANALYSIS OF PROMOTIONAL


STRATEGY
AMRI Dhakuria is one of the fastest growing Multispeciality Hospital in Eastern India. AMRI
has implemented different marketing strategy for different segments of target market & target
customers. Promotional strategies taken for the each segment is described below.
2.1

A. Direct Promotion:
This is the direct marketing policy taken by the AMRI Dhakuria. In this policy the Hospital
Representatives (Coordinators, Executives) directly visit to doctors. During this visit they
advertise the available facility, equipments of the hospital. They educate the doctor about the
modern equipments of the hospital to operate critical cases. They also let the doctors know about
the recent success of the hospital achieved.

By doing these activities they try to convince the doctor & tell them why AMRI should be the
first priority of the patients for treatment. In this activity convincing power, communication skill,
personal relationship with Doctor, competitor’s information & moreover excellent product
knowledge of the representative is very important to impress doctors.

Gourab Majumder
Specialist representatives of different discipline (E.g. Oncology, Cardiology and Neurology)
visit specialist doctors (eg. Oncologist, Cardiologist, Neuro-surgeon etc). These activities are to
generate patients by Referral System. If doctors are convinced enough they refer patients to

AMRI & in reply they get a pre-determined amount of money (Referral).Experienced doctors are
given more importance as well as higher referral.

To generate cash patients from the districts and other states several AMRI clinics have been
established. Some of them are directly run by AMRI & some of them are run by joint-
collaboration with other party.

To penetrate the rural market as well as semi urban region these clinics are very important from
the point of view of AMRI. Consultants from AMRI regularly visit there to watch patients.

District Information Centre & Speciality Clinic at various place of West Bengal, Jharkhand &
Tripura.
WEST BENGAL :-
Bankura- Hardik Nursing Home
Rabindra Sarani (Near Sadar Police Station )
Phone—250830 /258281/ 253640.

Midnapur- Vidyasagar Instt. Of Health.


Rangamati
Ph- 03222 654042/ 268984

Haldia - B.C.Roy Hospital


Banbishnupur, Balughata
Phone – 03224 269048 &
Mediland Nursing Home.
Manjusree More
Phone – 03224 275200

Asansol - Advance Multispecialty Clinic.


Durga Market,Girija More
Ph- 0341 2283783

Baruipur - Chandrima Policlinic.


Kulpi Road

Burdwan - AMRI Clinic ~ Burdwan.


Khosbagan

Gourab Majumder
Phone – 03426450111

JHARKHAND :-
Dhanbad - Asarfi Hospital.
Baramuri
Phone- 0326 2295147
09234681514

TRIPURA:-
Agartala - AMRI AGARTALA INFORMATION CENTRE
Medicaids
Ronaldsay Road, Near Joynagar
Agartala
Ph : 0381- 2310900
Mobile : 9436120900
Contact Person : Pinaki Deb Choudhury – 9748451890

B. CME (Continuous Medical Education):


This is one of the unique marketing strategies of Hospital Marketing. All the hospitals arrange
CMEs very regularly. The uniqueness of CME is that here both the speaker & audience are
Doctors. Here AMRI Consultants educate other doctors about the recent advancement in the
Healthcare. It may be about any new process of treatment, new equipments, new medicines etc.

The main aim of CME is not only to educate doctors about the recent advancement but also to
inform them about the availability of these facilities at AMRI.CMEs are also arranged to
generate more referred patients at AMRI.

Eg. CME at Durgapur on “Diabetics” at 9th June.

C. Community Promotion:
AMRI takes pride in its record of good corporate citizenship. AMRI seek to improve that health
& quality of life of communities. AMRI serve through employee involvement, business
contributions & financial support. AMRI is dedicated to helping the under privileged in Kolkata
through its various schemes, such as economy packages for surgery, discount for senior citizen,
neighborhood scheme.

Gourab Majumder
Blood Donation Camp, Occasional Health-check-up (First come-First serve), free ENT, Eye
check-up are done.

Eg. 1. “PRONAM” Scheme is run by AMRI & Kolkata Police which provide free health check-
up for 25 senior citizens every year.

2. As WHO has declared 2010 as Cancer Screening Year; AMRI is offering free ‘cervical
cancer’ screening for women.

These activities not only help AMRI to create a bond with common people but also help to
create a decent customer bunch every year.

D. Advertisement:
AMRI advertise on News Papers & magazines (advertorial) about their new equipments &
achievements. Except that banners & hoardings are also used to create customers. Banners at
Sealdah Station, Salt lake, EM Bypass. These banners are put at such a place so that maximum
people can read them.

AMRI Times, a news letter of AMRI is published to inform people about AMRI & its
advancements & achievements. Several promotional contents/informational brochures are
published to create awareness among people about several diseases & as well as about AMRI.

Gourab Majumder
2.2
A. Corporate Tie-Ups:
This is the main agenda of Corporate Marketing. It is one kind of B2B marketing, where AMRI
knot tie-ups with corporate tie-ups. In this agreement AMRI provide credit facilities to the
employees of the corporate house. The company does the payment after the discharge of
patients. AMRI send the treatment file & bill to the concerned office & the office pay the bill on
behalf of its employees.

List of Corporate tie-ups


AIRPORT AUTHORITY OF INDIA - I T C LTD.
INTERNATIONAL DIV
IISCO
AIRPORT AUTHORITY OF INDIA - NATIONAL
DIV JUTE MANUFACTURING & DEVELOPMENT
CORPORATION
AIR INDIA
M M T C LTD.
ANDHRA BANK
M S T C LTD.
ALLAHABAD BANK
M N DASTUR & CO.
BALMER LAWRIE CO LTD
NABARD
BANK OF BARODA STAFF CO-OP
N.T.P.C. - FARAKKA
BANGLADESH DEPUTY HIGH COMM.
NTPC - KOLKATA
BHABHA ATOMIC RESEARCH CENTRE / VECC
N.T.P.C..- KAHALGAON
BHARAT PETROLEUM COMPANY LTD.
N.T.P.C. - PATNA
BANK OF INDIA
N.T.P.C. - BARH
BOKARO STEEL PLANT
OIL INDIA LTD.
BOKARO STEEL PLANT CO-OPERATIVE
ONGC LTD.
CESC LTD
P N B SRAMIK UNION
CMC LTD
POWER GRID CORPORATION
CANARA BANK
RESERVE BANK OF INDIA
DAMODAR VALLY CORP.
RURAL ELECTRIFICATION LTD
DHAKA BANK LTD.
SAHA INSTITUTE OF NEUCLEAR PHYSICS
EMAMI GROUP
STEEL AUTHORITY OF INDIA - CMO
ENGINEERING PROJECTS (INDIA ) LTD.
STEEL AUTHORITY OF INDIA - (RMD)
ENGINEERS INDIA LTD.
STEEL AUTHORITY OF INDIA - (GROWTH DIV)
ESI HOSPITAL MANIKTALA
SAIL SUPERANNUATED EMPLOYEES
ESI HEALTH SCHEME ASSOCIATION
ECHS SHIPPING CORPORATION OF INDIA
GARDEN REACH SHIPBUILDER'S SHRACHI GROUP
GOVERNMENT OF MIZORAM SMALL IND. DEV. BANK OF INDIA( SIDBI)
GOVERNMENT OF TRIPURA SOUTH CITY
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HINDUSTAN AERONAUTICS LTD STATE BANK OF INDIA
HALDIA DOC COMPLEX TATA STEEL LIMITED
HINDUSTAN LEVER LTD. TATA MOTORS LIMITED
HINDUSTAN PETROLEUM CORP. LTD THE STATE TRADING CORPORATION OF INDIA
LTD. etc
HUDCO
THE TIMES OF INDIA
B. Awareness Programme:

To attract & foundation of better relationship with corporate patients awareness programme has
a great importance. Seminars on several diseases, preventive measures are arranged at the
corporate premises. Full time consultants are the speaker in these seminars & awareness
programmes.

The main aim of these programmes is to educate people about diseases, symptoms, preventive
measures of them, so that they could understand the importance of health check-up , doctor
consultation etc. It increases patients at Hospital. If anyone found any health problem related to
seminars, psychologically they prefer the Hospital which organized the seminar.

Regular programmes also increase the relationship with corporate house, which indeed increase
the patients at the Hospital.

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Eg. 1. Date: 11/05/2010 Venue: Power Grid Corporation Speaker: Dr. Sujoy Ghosh

Topic: “Diabetics” is a Silent Killer.

1. Date: 06/06/2010 Venue: Ambuja Udayan

Topic: Health-check-up programme.

A. Industrial Relationship (B2B Relationship):


The existence of productive relationship in high-contact services markets, and within
organizations themselves, led some to see the underlying processes as having potential value in
consumer mass markets. The underlying process involved relationship in which the two parties
were acquainted and, through dialogue, the association becomes stronger & deeper.

These B2B relationships are so important to create a strong mass customer base.

E.g. During last one year (1st April 2009 to 31st March 2010) 740 WBSEB patients are admitted
in the AMRI Dhakuria among total in-patients 7,653.

2.3

A. TPA Tie-Ups:
It is similar to Corporate Tie-Ups. AMRI has tie ups with several Health Insurers. The Tie-Ups
are done under some Terms & Conditions. More or less the facilities customers get are similar.

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But they have to get treatment under some conditions. If anything goes beyond the Insurance
Claim, patient has to pay the excess amount.

Third Party Administrators associated with AMRI Hospital, Kolkata

Alankit Health Care Ltd


Bajaj Allinz General Insurance Co Ltd
Cholamandalam Ms
Dedicated Health Care Services (India) Pvt. Ltd
Family Health Plan Ltd
Genins India TPA Ltd.
Heritage Health Services Pvt. Ltd
ICICI Lombard Insurance Co. Ltd.
Md India Healthcare Services Pvt Ltd
Medi Assist India Pvt Ltd.
Medicare TPA Services India Pvt. Ltd.
Medsave Healthcare India Pvt. Ltd
National Insurance Co Pvt Ltd (Dab Branch Cro.Ii)

Internal Promotions

This is the most important part of hospital marketing. If patients get good assistance from
hospital along with quality treatment they become satisfied with hospital & and this help to
increase the acceptance of the hospital among peoples mind.

There are several activities associated with internal promotion. They are……

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A. Patient Relation:
This is very important part of internal marketing. AMRI is very keen to maintain good
relationship with patients & their relatives. It also helps to patient recovery & increase customer
satisfaction.

AMRI in-house staffs are very keen to help patients & patient-party whenever they required.
They are very quick reactive. A separate patient-service cell has been formed to help out any
patient party’s problem.

Every floor has a floor manager to sort out & solve any kind of problems related to patients.
Patient & their relatives can lodge complaints to Floor Managers, even directly to Patient Service
Cell.

B. Financial Counseling
Financial Counseling of patients is done to inform them about the estimated expenditure of the
treatment plan. It removes any confusion of patients mind. It also increases the transparency of
hospital operations.

In certain cases if patient party is unable to bear the treatment expenditure they are offered
alternate plan of treatment to avoid unpleasant incidents.

Financial Counseling helps patient party to arrange the money for treatment. It helps to avoid
payment related problems during discharge of patients.

C. Medical Counseling:
Medical Counseling is one of the important tasks of internal marketing. Patient party is regularly
informed about the patient’s condition & line of treatment. Any improvement as well as
declining of patients health is delivered to patient party. When the patient is critical the news are
delivered in such a manner so that they do not become more anxious.

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Delivery procedure of patients’ news is given high priority. Nurses & in-house are responsible
for news delivery.

D. Lodging & Food Supply:


Lodging facility is offered to relatives of patient party who come from a long distance. Separate
accommodation is available. These are given according to customers choice. In-house staffs are
responsible for help them to lodge .Charges are separate for lodging.

Lodging is well equipped by the food service. A canteen is also available for relaxing and to
have food, tea, coffee etc.

E. State-of-the art facilities:


AMRI Dhakuria has all the modern accommodations for the patient party to relax at the hospital.
Availability of huge lounge with spacious waiting area, help desk, TV, clean toilets, canteen and
telephone facility, mobile charging point etc has add value to AMRI Dhakuria.

CHAPTER 6:
Data Analysis, Interpretation & Recommendations

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Target Customers Achieved:

Observation:
1. AMRI had penetrated the rural market significantly well.

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2. AMRI clinics have a great importance behind this success story.
3. While penetrating rural market, the urban markets (Kolkata, District City) are not
ignored.

Customer Satisfaction: Waiting period during admission

Interpretation:
Quick response during admission is usual. Few people are dissatisfied with the time taken. The
reason may be lack of availability of bed.

Why the patients have chosen AMRI?

Interpretation:
1. Direct Marketing of AMRI (Referral system) is working well (44% patients are referred).
2. AMRI has become a great brand that almost 20% patients have turned up due to Brand
name.

Convenience of Location of AMRI Dhakuria:

Interpretation:
Though almost 20% patients have said that location of AMRI is not good (avg+ Dissatisfactory)
for them, they have chosen AMRI for their treatment due to its Brand name.

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Type of Patients surveyed at AMRI:

Observation:
In India, only 10% people are under the coverage of Health Insurance & in the study, 10% TPA
patients are studied. It is visible that TPA patients are well captured by AMRI. During the study
period ( 1st April to 1st June) 54% cash & 46% corporate patients are admitted at AMRI
Dhakuria.

Customer Satisfaction: Rural vis-à-vis Urban

Troubleshooting:
Rural people are having communication problem with in-house staffs. Staffs communicate with
rural & urban people in similar way. As a result, satisfaction level of rural people has gone
down. Rural people hesitate to ask woman staffs when they are in some problem.

Recommendation:
1. Staffs should be proactive rather than reactive.
2. Staffs should communicate differently & carefully with different type of people. They
should be more sensitive in their behavior.

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Hospitality at AMRI Main:

Interpretation:
Hospitality is good but infrastructure problem at old building has deducted the ratings.

Troubleshooting:
Frequency of cleaning of toilets should be increased.

Maintenance should very regular. People have dissatisfaction with the toilet.

Nursing Problems at Main Building:

Observation: Almost 30% patients are not satisfied with nurses. Few Nurses are not sensitive
to patients and they are irresponsible during night.

Willingness to recommend AMRI Dhakuria to others:

Interpretation:

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AMRI Dhakuria (main building ) has some difficulties infrastructure. However, staffs behavior
& service had made them so satisfied that 54% have said that they would recommend AMRI to
others for better treatment. If nursing problems are solved, the chances of spreading goodwill
will increase.

Customer Satisfaction: Effect of Cost Structure

Interpretation:
Almost 33% patients are not satisfied with cost structure because financial counseling is not
done with them. Some dissatisfaction has come because non-improvement of patients over long
period.

Customer Satisfaction: Effect of counseling


In this study, data before the date when counseling started & after the date are analyzed.

Before Counseling

After Counseling
Observation:
Counseling has increased the satisfaction level. Patient party become satisfied by knowing the
treatment plan & estimated expenditure.

Customer Satisfaction: Effect of Financial Counseling

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Observation: The range of satisfaction has become small after counseling.

Recommendation: Financial & medical counseling should be made mandatory.

Customer Satisfaction: Credit Patients vis-à-vis Cash Patients

Credit Patients

Cash Patients

Interpretation:
Corporate patients are visited regularly, where as cash staffs do not visit patients.

Troubleshooting:
Equal importance to both Cash & Corporate patients should be given. This will surely increase
the satisfaction level. Both cash & corporate patient satisfaction will increase the goodwill of the
hospital as a whole.

Customer Satisfaction: Credit vis-à-vis Cash in-patients

Interpretation:
As credit patients do not need to pay any amount at hospital, they are more satisfied than cash
patients over cost structure.

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Recommendations:
Proper counseling can increase the satisfaction level among cash patients. So counseling should
make mandatory for all.

Customer Satisfaction: Variation among different economic class

Observation:
Dissatisfaction level is high among different income group

Interpretation:
Lack of counseling is behind the dissatisfaction.

Customer Satisfaction: Variation between OPD facilities, Main vis-à-vis


Annex

Observation:
OPD annex has only five departments with different OPD coordinators & main building has only
one OPD coordinator. However, the customer satisfaction is not much better in annex than main
building.

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Customer Satisfaction: Coordination among departments at Annex

Interpretation: Presence of separate coordinators is creating co-ordination better.

Customer Satisfaction: Rural vis-à-vis Urban

Interpretation:
OPD Co-ordinators are not communicating with a warm smile on face. They should be more
careful while dealing with rural people. Their way of communication is similar to all kind of
people.

Customer Satisfaction: Main Building OPD vis-à-vis Annex OPD

Interpretation:
1. It is clearly visible that until & unless OPD Co-ordinators will change their way of
handling patients the satisfaction will not increase. Though the, Patient : Staff ratio is
smaller at annex building, the desired improvement is not seen due to same reason.
2. As Annex co-ordinators have to handle comparatively less no of patients than OPD Main,
they are rated neutral more than Main building staffs. The reason is the reactive nature of
staffs & lack of urgency.

Customer Satisfaction: Explanation & behavior of Doctors

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Customer Satisfaction: Regular visitors of OPD

Interpretation:
1. People visit regularly at AMRI OPD due to their favourite consultants.
2. Service is not attractive to them to become regular OPD visitor.

Effectiveness of Seminar:
1. Date:11/05/2010: VENUE: Power Grid Corporation

Topic: Diabetics the silent Killer Speaker: Dr. Sujoy Ghosh

2. Date:11/06/2010: VENUE: Power Grid Corporation

Topic: Effect of technology on Oncology treatment, Speaker: Dr. Sujoy Ghosh

Observation:
1. Lack of Two-way communication on 11/5/2010 programme.
2. Lengthy speech on second day
3. Huge statistics do not attracted employees.
4. First programme had great two-way communication & short speech by doctor.

Reason behind choosing AMRI Health Check-up package:

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Observation: Brand name of AMRI has a significant effect on choosing AMRI package.

Coordination of Departments during health check-up procedure:

Observation:
Overall satisfaction of customers is good. Small number of customer turnover per day is not
really enough to judge the coordination.

Customer Satisfaction: Delivery procedure of reports

Interpretation:
The health check-up reports is delivered after 48 hours of working day. It is very dissatisfactory
to customers. Patients want their reports as soon as possible. Due to that delay, many customers
decide to choose another organization for check-up.

Troubleshooting:
Reports should be delivered after 24 hours of working day. Many organizations deliver reports at
that fashion. Even sometimes, ask reports verbally to concerned departments to diagnoses the
patient’s disease. Therefore, it is possible to deliver reports within proposed time.

Customer Satisfaction: Standard of breakfast supplied

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Observation:
The last 30% (Good +Fair+ Poor) people said that the quality of food is good but the quantity is
very dissatisfactory. Even drinking water is not provided with breakfast. Quantity is insufficient
after 12 hours of fasting specially for young & healthy persons.

Troubleshooting:
Quantity of food should be overviewed. It can be given according to the age of the customers. At
least a bottle or few glasses of drinking water must be provided.

Customer Satisfaction: Behavior of Health check-up Coordinators

Interpretation:
The satisfaction level is very high. Again, they have to handle one or two patients a day. It is
hard to draw any conclusion. However, the initial report is very satisfactory.

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Recommendations

1. Awareness programme should be based on two-way communication.


An introduction to the topic should be followed by symptoms, preventory
measures & Do’s & Don’ts. Then a questionnaire session should be arranged.
Statistics can be avoided as soon as possible.

2. In-house staffs should be more sensitive to patients. They should be Proactive in


nature.

3. One in-house staff can be appointed to ask patients’ relatives problems & try to
solve them as soon as possible. The main aim is to sort out problems before
lodging complaints.

4. Medical & Financial Counseling should be made mandatory. Hospital should


make sure so that every patient party go through counseling.

5. AMRI should measure Customer Satisfaction periodically, because one key to


customer retention is customer satisfaction.

6. A purified drinking water machine should be planted at Main Building Ground


Floor.

7. A separate Corporate Counter can make the operations smoother. The main
responsibility should be to guide corporate patients, deliver Estimates to them
etc. It can save precious time.

8. ONE-TO-ONE MARKETING:
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Interaction with individual customer to improve the knowledge about their
individual needs & to build stronger relationship.
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CHAPTER 7: Limitations of the Study

1. Sample Size of the study was small.

2. Survey was conducted for only 20 days.

3. Only two awareness programmes attended.

4. Company did not provide its secret data.

5. People may deliver false information.

6. Not all kinds of promotional activities were attended.

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CHAPTER 8:

Bibliography

Literature
Marketing Management (Thirteen Edition 2009) - P. Kotler & K. L. Keller

The Marketing White Book -2010-2011 (Publisher-Business World)

India Today (Edition-April 12, 2010) “The Healthcare Boom”

W Anderson & V Mittal, “Strengthening the Satisfaction-Profit Chain,” Journal


of Service Research 3, no. 2 (November 2000)

Customer Relationship Management (Publisher- Cengage) - Rojer. J. Baran,


Robert. J. Galka & Daniel Strunk.

Websites
www.amrihospitals.in

www.cygnus.com

www.scribd.com

www.polarisMR.com

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www.pwchealth.com

www.wikipedia.org

www.google.com

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