Report On

1
A Study On The Basis Of....

Square Hospital

Course Title Marketing Research

Course Code: MKT - 463
Submitted to: Golam Md. Forkan
Asst. Professor
Faculty of Business
Administration

GROUP NO : 1

Group Members: ID:

Tanvir Ahmed 062200042

Sheikh Zubayer Sobhan 062200053
Rakibul Hassan Sunny 062200071
Khayrum Sultana 062200054

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 Letter of Transmittal

June 30, 2009

Golam Md. Forkan

Asst. Professor
Department of Business
Eastern University

Dear Sir:
It gives us immense pleasure to submit you our report on “Patients satisfaction on Square
Hospital service Delivery”, which was assigned us for the requirement of the course
“Marketing Research”.

It was a great and worthy experience for us to work on such an interesting topic. As
B.B.A. students, this experience will act our credential and as well as our working life.
We have come to know the prevailing situation and activities of these prestigious
companies.

We would like to thank you for your supportive suggestions and helping us in this study.
You can call us whenever you wish to, if you face any problem regarding the report.

Sincerely yours,

Tanvir Ahmed Sheikh Zubayer Sobhan

(062200042) (062200053)

Rakibul Hassan Sunny Khayrum Sultana

(062200071) (062200053)

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 Acknowledgement

One of the most pleasant parts of submitting a report on a project is the opportunity to
thank those who have contributed to it. Unfortunately the list of expression of thanks no
matter how extensive is always incomplete and inadequate. This acknowledgement is no
exception.

We are taking this privilege to deliver our gratefulness to each and every people who are
involved with us in every phase of our life.

Firstly, we are grateful to our parents without them we cannot be here. Then we sincerely
acknowledge our debt to our faculty Golam Md. Forkan for his valuable counseling towards
the improvement of the report. Without his encouragement this would have been
impossible. He is a very helpful and friendly person and been always there, where we
needed him.

Thanks must go to our friends whose unflagging patience and astounding capacity for
creative work and long hours made the work both possible and successful- under the
pressure of impossible deadlines.

Once again thanks to those who have helped us to improve the report with various advice.

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EXECUTIVE SUMMARY V
1.INTRODUCTION 01
1.1 Origin 01
1.2 Purpose of the report 01
1.3 Scope 01
1.4: Limitation 02
1.5 Source and methods of collection data 02
1.6 Report preview 03

2.0 PRESENT SCENARIO OF HEALTH CARE IN BANGLADESH 03

2.1 How well health service provider communicate 06

2.2. Getting care without long waits: 08
2.3 Providing care how many times: 09
2.4 How often doctors talk both patients & its close person: 10
2.5 Efficiency of nurse care 11
2.6 Receptionists 11
2.7 Friendliness of the people caring for the patient 12
2.8 Emergency departments 12
2.9. Follow up 13
2.10. Overall quality 14

3.0 Findings and conclusions: 15

Appendices

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W ith the recent rapid changes in the health care delivery system, health
care purchasers, consumers, and providers have become increasingly interested
in assessing the quality of care. Several components of the quality of health
care can best be assessed by patient reports on their experience; these include
access to care, interpersonal aspects of medical care, and some aspects of
outcomes of care.

For the last five decades, the government has systematically nurtured the
private health sector. This consistent support and encouragement to the private
health sector are very important for the growth of the health care service
providers.

Square Hospital is a new health care service provide in Bangladesh. It aims to

provide unparallel service to the people of Bangladesh by delivering the highest
possible level of care.

There are approximately 9 % patients are taking medical service form square
Hospital. To review the patient’s satisfaction of square hospital we directly
asked a sample of 35 people about its service delivery. Gaining customer
satisfaction through- care, information, friendliness is important for Square
Hospital. Square hospital is following some rules for its Patients Satisfaction.
Like:-
 No needless deaths
 No needless pain or suffering.
 No unwanted waiting
 No needless helplessness
 No waste

Around 70-80 percent of the people relied on the public hospital, but most of
the public and private hospitals performance are poor. In addition, hospitals
produce stress in a variety of ways. There are few health care organization
that are Created pleasant, comfortable, and informative environments to
relieve stress and Promote satisfaction among patients, their families, and
staff square hospital is one of them . Moreover square hospital is improving its
performance day by day through its doctors, staffs, and owner dedication, hard
work, good communication skills

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1.0 INTRODUCTION:

This report is a part of our Marketing Research (MKT 463) course. Our course instructor
authorized us to do a research on marketing related topic. For this we selected a topic on
“Patients satisfaction on square Hospital service Delivery.” This report is only appropriate
for square Hospital of Bangladesh, other than this the report will not work at well.

1.1 ORIGIN OF THE REPORT

We are the students of BBA 10th Batch. In this semester we are doing the Research
Marketing (MKT 469) course. For this purpose our course teacher Mr. Golam Md. Forkan
authorized us to do a research on Patients satisfaction on square Hospital service Delivery.
We formed a group of four students. The topic was selected by our self.

1.2 PURPOSE OF THE REPORT

There are some particular reasons & purposes of doing the survey. The purposes are: to
Know the on Patients satisfaction on Hospital service Delivery in Bangladesh and what
actually health care industry does for patient’s satisfaction.

1.3 SCOPES

This report tries to give a brief idea about the Patients satisfaction on Hospital service
Delivery in Bangladesh. As being business students we have to write report, make inquiries
and make research. As BBA students we make some small survey as our course
requirements, like marketing, International Business, Business Law etc. so we have some
experience of survey. But we don’t have the full knowledge and enough experience on it. We
choose one health care service provider by a lottery. Name of that health care service
provider is:

 Square Hospital Ltd.

18/F West Panthapath, Dhaka - 1205,
Phone No: 8159457
www.squarehospital.com

We have tried to enhance our practical knowledge with the helps of the theoretical
concepts. In addition, we have tried to find out the differences between the conceptual
studies with the practical experiences.

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1.4 LIMITATIONS

We have tried our best to make the report perfectly. Instead if our best try we think
there is some lacks in data & information. At the time of doing the report we have faced
many difficulties. Like:-

 First of all, we would like to mention the time and monetary limitations.
 Some time respondents did not provide information’s.
 At last, some time the respondents do not take it seriously so that it need time to
convince them to participate to answer these questions.

1.5 METHODOLOGIES:-

The survey encompassed one sample group:

 Medical Patients

For this Survey we are using primary data. We have Collect Primary Data from the patients,
by asking questions. Based on their information we conduct this research. The survey was
administered by using direct interview and questionnaires. Participation in the survey was
entirely voluntary and confidential. We get Secondary Data from the web site and catalog
of Square Hospital Ltd.
The questionnaires were given to a random number of 35 patients. To be selected in the
survey, patients had to be:

 Adults (age 18 and older)

 Admitted for at least a one night stay in the hospital

Here is a picture of all patients who completed the survey:-

Gender Age
65% female 42% under age 65
35% male 58% age 65 or older

1.6 THE REPORT PREVIEW:-

The health care industry in Bangladesh has undergone tremendous change. Health care
providers must view their health care delivery organizations as businesses and must use the
tools of business, to ensure customer satisfaction.

Square Hospital is a new health care service provide in Bangladesh. In this report we focus
only customer satisfaction. The Mission of Square Hospital Bangladesh is: - Deliver
QUALITY health care within 5 CORE standards.

 Adhering to high ethical and moral standards at all times

 Making service quality top priority in all we do

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  Training staff to work within a quality care environment
 Providing quality health care service in all processes
 Delivering customer satisfaction through quality service

Hospital provides service not only to cure but also to comfort the sick to ameliorate pain,
discomfort, and emotional distress. To ensure that sufficient level of “caring” as well as
“curing” are provided, it is necessary to identify and objectively measure patients
perceptions of caring . This report focus on some unique satisfaction items for patients (e.g.
skill of nursing care, Recovery of physical health, and respect for patient’s opinions and
feelings,) were significantly associated with overall satisfaction. This report also focus
common items (e.g. recovery from distress and anxiety and doctor’s clinical competence)
also related significantly to overall satisfaction. Suggest what Square hospital must do to
satisfy its patients so as to achieve its financial objectives.

2.0 PRESENT SCENARIO OF HEALTH CARE IN BANGLADESH:-

Gaining patient’s satisfaction is a bigger issue for today’s hospitals or health care industries
.what the hospital must do to satisfy its patients so as to achieve its financial objectives to
answer this question, managers must initially identify the firm's target market and clarify
its patient care objectives using their critical success factors.

Today's health care organizations are more focusing to reduce the costs, improve the
quality of care and meet stringent guidelines and this has made it necessary to re-examine
the method of evaluating the service performance. Because Health care services are
intangible, patients or customers often rely on tangible cues, or physical evidence, to
evaluate the service before it purchase and to assess their satisfaction with the service
during and after consumption. Physical evidence is the environment in which the service is
delivered and in which the firm and the customer interact, and any tangible commodities
that facilitates performance or communication of the service. Today's health care
organizations are following a process to ensure patients satisfaction:

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 Physical evidence
Service Services cape Other Tangibles

Hospital  Building  Uniforms

exterior  Reports/Station
 Parking ary
 Signs  Building
Square Hospital  Waiting areas statements
 Admissions  Websites
office
 Patient career
room
 Medical
equipment
 Recovery room

What do patients want? Both interpersonal relations and technical skill are rated highly. A
systematic review on patients' priorities for general practice care was conducted as part of
our project the most highly rated aspect of care was "humaneness." This was followed by
"competence/accuracy," "patients' involvement in decisions," and "time for care.” For
example, patients in our survey placed greatest importance on having a "doctor who listens
and does not hurry. Patients increasingly expect to participate in decisions about their care,
but these aspirations (something that you hope to achieve) are rarely met. Failures in
communication and incorrect assumptions about patients' preferences are surprisingly
common.

Doctors and patients don't always agree on priorities. Patients gave much higher priority to
sufficient consultation time, availability of appointments at short notice, and being given
detailed information about their illness, whereas doctors tended to place greater emphasis
on coordination of care, home visits, and continuity.

The patient wants to be an informed and empowered consumer, but the doctor prefers a
long term relationship with a docile (quiet and easy to influence, persuade or control :)
patient.

According to our server we have found few Skills that Doctors or a physician should need
for salesmanship. Those are:-

 Organizational skills
 Personal skills
 Interaction skills
 Analytical skills
 Communication skills
 Teaching skills

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 SKILLS THAT DOCTOR SHOULD NEED FOR SALESMANSHIP

What Skills
Doctor should need for salesmanship

Organizational skills: Time and resource management

Task prioritization
Teamwork
General, generic graduate skills Reflection and being self-critical

Personal skills: Lifelong learning

Retrieving, managing and manipulating information
Presentation/communication of information
Studying topics in depth
Mentoring others

Interaction skills: Dealing with uncertainty

Working in a changing environment
Risk management
Ethical decision-making

Attitude: Reflective and inquisitive attitude

Intellectual attributes Impact of value judgments

Analytical skills: Problem recognition, definition and

prioritization, Information analysis, interpretation,
evaluation and prioritization

Clinical and practical Clinical and practical skills: Clinical skills (specific
skills list)

Communication skills: Communicate with patients and

Communication skills relatives (listening, explaining, mediating and negotiating,
handling complaints)

Teaching skills: Principles of medical education

Teaching skills Exhibit creativity/resourcefulness 11
 Every hospital says that it is patient-focused and patient-centered, but how many could say
that the patient is in control of his or her experiences in the hospital. Patient-centeredness
is the key to improving work design and processes at hospitals. Few hospital treat [patients]
as guests, these hospitals are serving as laboratories of learning, where improved practices
are brainstormed and tested.

Square Hospital is following some rules to ensure patients satisfaction. Like:-

 No needless deaths
 No needless pain or suffering.
 No unwanted waiting
 No needless helplessness
 No waste
 Clean environment

2.1 HOW WELL HEALTH SERVICE PROVIDER COMMUNICATES IN SQUARE

HOSPITAL:

The pie graphs show how respondents answered a series of questions that asked people how
often their doctor or other health provider:

1. Listened carefully to them

2. Explained things in a way they could understand
3. Showed respect for what they had to say
4. Spent enough time with them

Percentage who Said their Percentage who Said their doctors Percentage who Said their
doctors doctors
Sometimes or never Usually Always

Communicated well Communicated well Communicated well

Worst survey results Best survey results

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 How well doctors communicate

11%

28%
61%
Sometimes or never
Usually
Always

Form the respondent answer we found 11% of the patients said doctors sometimes or never
communicate well at Square Hospital. On the other hand 28 % of the patients said doctors
usually communicate well and 61% the patients said doctors always communicate well.

A random number of 35 patients were asked about

1. Is the Nurses Listened carefully to their word?
2. Are they Explained things in a way that the patients could understand?
3. Are they Show respect for what the patients had said?
4. Are they spent enough time with them?

How well Nurses communicate

5%

26%

Sometimes or never
Usually
Always

69%

From the respondent answer we have found 5% Nurses sometimes or never communicate
well with the patients, 26% said they usually communicate well and 69% said they always
communicate well with the patients.

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 2.2. GETTING CARE WITHOUT LONG WAITS:

A busy doctor is often a popular doctor with a great reputation. However, by waiting too
long for an appointment, patients may compromise their health. Square Hospital always tries
to reduce patients waiting time, but it is not always possible because if they do, it will
simultaneously eat up other patients consulting time. The pie chart shows how patients
getting care without long wait. To identify it we have asked a series of questions about how
often the Doctors:
.
1. Got treatment as soon as they wanted when they were sick or injured.
2. Got an appointment as soon as they wanted for regular or routine health care.
3. Waited only 15 minutes or less past their appointment time to see.

Percentage who Said they Percentage who Said they Percentage who Said they

Sometimes or never Usually Always

got care without long wits got care without long wits got care without long wits

Worst survey results Best survey results

A random number of 35 patients were asked about are they getting care without long waits
Form the answer we found 19 % of patients sometimes or never got care without long wits.
On the other hand 29 % of the patients usually got care without long wits and 52% the
patients got care without long wits.

Got care without long wait

19%

Sometimes or never
Usually
52% Always

29%

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2.3 PROVIDING CARE HOW MANY TIMES:

SQUARE Hospital aims to provide unparallel service to the people of Bangladesh by

delivering the highest possible level of care .A random number of 35 patients was surveyed
about the average visit by doctor to patients

How many time doctors Visit a patients

80
70
60
50
Percent % 40
30
20
10
0
<2 3 to 5 6to 7 8 to 9 10 or more
Number of visit

Times <2 3 to 5 6 to 7 8 to 9 10 or more

% percent 23% 73% 4% 0 0

According to our survey the mean is 1.66 that’s means the average visit by doctor to
patients in square hospital is 3-5 times per day. On the other hand in case of Nurses were
the average visit by nurse to patients in a health care organization is 6-7 times per day. To
measure the percentage of patient’s satisfaction we have asked a question about are they
satisfy the doctors visit time?

Patients satisfied with doctors visit time

5%
15%

80%
a)      Yes
b)      No
c)      Don’t know

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According to their answer we have found 80% patients are satisfy with doctors visit time
which is 3-5 times per day. When nurses and doctors give more time in patients visit, they
play an Instrumental role for shaping patients satisfaction.

2.4 HOW OFTEN DOCTORS TALK BOTH PATIENTS & ITS CLOSE PERSON:

Square Hospital, Dhaka, Bangladesh, a concern of Square Group is a 300 bed tertiary care
hospital. Its vision is that Square Hospital will become the location of choice for
Bangladeshis' and people of South and Southeast Asia for quality healthcare and an
integrated centre for clinical services, medical and nursing education and research. For the
study of disease it is more important for the doctors to talk with the patient’s closely
related person.

How often the doctors talk both patients and its close person

60

50
percentage

40
%

30

20

10

0
Almost Often Sometimes Never Don’t know Refused
always
How often

How often % percent

Almost always 7%
Often 26%
Sometimes 60%
Never 7%
Don’t know 0
Refused 0
Total 100%

According to the response of patients, we found that 60% of the square hospital doctors
sometimes talk both patients and a person they are close to like parents, friends and
spouse. Then 26 of the doctors talk both patients and a person they are close often talk

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both patients and their close person. 7% health center almost always and 7 % never talk
both patients and a person they are close.

2.5. EFFICIENCY OF NURSE CARE:-

A random number of 35 patients were asked about do they think Square Hospital have
enough nurse staff and doctor? According to their answer we have found 85% patients
think Square Hospital have enough nurse staff and doctor. 10% patients think Square
Hospital don’t have enough nurse staff and doctor.

Enough nurse staff and doctor

10% 5%

85%

a)      Yes b)      No c)      Don’t know

According to our survey we have found Square Hospital has nursing team considerably over
the past 3-4 years and they now offer a full range of nursing care from an appropriately
skill-mixed team. It was very pleasing to note that almost all the respondents (89%)
considered that the quality of the nurses’ care, attention and explanations was either ‘very
satisfied’, ‘somewhat satisfied’.

Efficiency of nursing care

80%
70%
76%
60%
50%
40%
30%
20%
10% 13% 5% 3%
2% 1%
0%
Very Neutral Very
satisfied dissatisfied

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2.6. RECEPTIONISTS

Reception staff communicates with patients is important for health care organization. When
asked to rate how helpful they found the receptionists, and how they found they are usually
treated by the receptionists, nearly all respondents (86%) said they were ‘excellent’, ‘very
good’ or ‘good’. This reflects the hard work and commitment of the reception and
administration staff that is very important part of the service.

Efficiency of receptionists or staff care.

6% 1%
7%

12%

60%

14%

Excellent Very good Good Bad Very bad Don’t know

2.7. FRIENDLINESS OF THE PEOPLE CARING FOR THE PATIENT:

Hospital provides service not only to cure but also to comfort the sick to ameliorate pain,
discomfort, and emotional distress. To ensure that sufficient level of “caring” as well as
“curing” are provided, it is necessary to identify and objectively measure patients
perceptions of caring .

Friendliness of the people caring for the patients is important for health care organization.
When asked to rate how friendly the stuffs and doctors are and how they usually behaive
with the patients, nearly all respondents (86%) said they were ‘excellent’, ‘very good’ or
‘good’. This reflects the hard work and commitment of the people caring for the patients of
square hospital.

2.8 EMERGENCY DEPARTMENTS:

This Report presents several different indicators that describe how well Square hospital
emergency departments perform and whether its patients are satisfied or not. . Emergency
departments (EDs) provide a critical function within the Square Hospital. Approximately
nine thousand patients pass through Square EDs every year. Likewise, this report did

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measure the satisfaction of the patients who receive care in EDs. Nearly all respondents
(89%) said they are Very satisfied, somewhat satisfied about square hospital emergency
departments.

2.9 FOLLOW UP:-

Health care organizations are an institution which is primarily engaged in providing medical,
diagnostic and major surgery facilities for medical care and treatment of sick and injured
persons on an inpatient basis under supervision of duly licensed physicians and 24-hour
nursing service. A person receives medical attention, care, or treatment when they are ill or
injured. To ensure patients satisfaction and repeat business square hospital sometime do
follow-up. We asked a random number of 35 patients about Do the patients care unit call
them patients when they are at home to see how they are doing?

Follow-UpBytheHealthcareorganization
10%
20%

70%
      Yes,     No,     Refused

According to their answer we have found only 20% times Square hospital does follow up.
This should not be the custom. Patients think square hospital should improve this to ensure
more customer satisfaction

2.10 OVERALL QUALITY:-

Square Hospital, Dhaka, Bangladesh, a concern of Square Group is a 300 bed tertiary care
hospital. Its vision is that Square Hospital will become the location of choice for
Bangladeshis' and people of South and Southeast Asia for quality healthcare and an
integrated centre for clinical services, medical and nursing education and research. The
measure of overall quality helps to identify patient’s impression of the quality of care
received. This indicator has been shown to be closely related to clinical outcomes.

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 Overall service

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Excellent Very Good Good Fair Poor

Excellent Very Good Good Fair Poor

A random number of 35 patients were asked to rate the overall satisfaction, nearly all
respondents (83.1%) said they were ‘excellent’, ‘very good’ or ‘good’

3.0 Findings and conclusions:

Poor health care quality is a major public health issue in Bangladesh. In fact, according to a
WTO Health study funded by The Robert Wood Johnson Foundation (RWJF), patients have
only about a 50 percent chance of receiving appropriate care for their health problems in
Bangladesh. The physical evidence and service environment is poorest in Bangladesh health
care industry. We asked about patients about satisfaction with different care of square
Hospital. The high satisfaction levels were expressed with Friendliness of the doctors, and
nurses. The service design of Square hospital environment creates satisfaction. Good air
quality and ventilation, adequate lighting is linked to patient satisfaction as well as that
motive patients to became fit. For hospital patients, quality of care is strongly linked to the
performance of nursing staff. Over time, square hospital nursing and physical evidence has
increased its appeal to the patients. As a result, square hospitals providing quality health
care through

 Providing all patients private rooms

 Providing indoor air quality with well-designed ventilation systems and air filters.
 Made hospitals quieter.
 Providing better lighting and access to natural light to reduce stress and improve
patient safety.
 Created pleasant, comfortable, and informative environments to relieve stress and

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 Promote satisfaction among patients, their families, and staff.
 Made hospitals easier for patients and their families to navigate

Now if we look at the following table we can easily measure the patient’s satisfaction of
square hospital.

Average o verall patien t satisfaction

Providing C are how many times 78

79

Service Provider C ommunicate 89

92

Feedb ack call 20

Satisfaction Score

83

Phy sical evidence 86

85

doctor s listen carefully 83

86

nurses explain in way p atients understand 82

85

emergency dep artment 83

0 10 20 30 40 50 60 70 80 90 100
Quality of Care Q uestion

Moreover the healthcare in square Hospital Bangladesh are improving their performance and
patients satisfaction day by day through its doctors, staffs, and owner dedication, hard
work, good communication skills.

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 Questionnaire
Topics: Patients Satisfaction on Square Hospital Service Delivery
A. HOW WELL HEALTH SERVICE PROVIDER COMMUNICATES IN SQUARE
HOSPITAL

5. Listened carefully to them

□Sometime or never □ usually □ Never

6. Explained things in a way they could understand

□Sometime or never □ usually □ Never

7. Showed respect for what they had to say

□Sometime or never □ usually □ Never

8. Spent enough time with them

□Sometime or never □ usually □ Never

B. GETTING CARE WITHOUT LONG WAITS:

4. Got treatment as soon as they wanted when they were sick or injured.
□Sometime or never □ usually □ Never

5. Got an appointment as soon as they wanted for regular or routine health

care.
□Sometime or never □ usually □ Never

3. Waited only 15 minutes or less past their appointment time to see

□Sometime or never □ usually □ Never

C. HOW MANY TIME DOCTOR VISIT A PATIENTS?

□< 2 □3 to 5 □6 to 7 □8 to 9 □10 or more

D. HOW OFTEN DOCTORS TALK BOTH PATIENTS & ITS CLOSE PERSON?

□Almost always □Often □Sometimes □Never □Don’t know

□Refused

E. ENOUGH NURSE AND DOCTORS?

□ Yes □ No □ Don’t know

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F. EFFICIENCY OF RECEPTIONISTS OR STAFF CARE?

□ Excellent □ Very good □ Good □ Bad □ very bad □ Don’t Know

G. FRIENDLINESS OF THE PEOPLE CARING FOR THE PATIENT:

□ Excellent □ Very good □ Good □ Bad □ very bad □ Don’t Know

H. EFFECTIVENESS OF EMERGENCY DEPARTMENT

□ Very satisfied □ Satisfied □ Neutral □ Dissatisfied □ Very Dissatisfied

I. DO THE PATIENTS CARE UNIT CALLTHEM PATIENTS WHEN THEY ARE AT

HOME TO SEE HOW THEY ARE DOING?

□ Yes □ No □ Refused

J. OVERALL QUALITY OF THE SQUARE HOSPITAL:

□ Excellent □ Very good □ Good □ Fair □ Poor

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