A Study On Hospital Marketing in SDM Hospital Dharwad: History

A STUDY ON HOSPITAL MARKETING IN SDM HOSPITAL DHARWAD
History
The word ‘Dharma’ traditionally means religion, ritual, duty, righteousness and alms. It also implies
justice, truthfulness, freedom from fear, faith, solace, fulfillment and peace.
Dharmasthala is the perfect embodiment of the word “Dharma” for it displays every shade of
meaning with which this word is inspired from, the greatness of Dharmasthala, however is the fact
that it has added an active element to “Dharma”, which touches the lives of people with a
transformational directness that is unique. To those that come for worship, Dharmasthala represents
religious tolerance wherein caste, creed and faith of pilgrims are no bars.
One of the prime examples of Dharmasthala’s practice of Dharma in action has been the role it has
played in fostering education. The seed of what has grown into a giant tree of knowledge was sown
in the soil of Belthangady Taluk in Dakshina Kannada, many decades ago.
The foundation built by the earlier Dharmadhikaris inspired Shri Veerendra Haggade to give added
impetus to the Kshetra’s efforts to ensure the betterment of society through the catalytic effect of
education.
The ripples of Dharmasthala’s initiatives have spread far and wide. They encompass a host of
educational institutions, spanning primary to post graduate and professional. Even highly innovative
vocational institutions have been enveloped in this endeavor.
While emphasis has been on providing a modern education, traditional values have not been lost
sight of. Each and every one of the institutions strives to inculcate the Indian culture and values in
the students who pass through its portals.
The educational institutions that are within Dharmasthala’s fold are run by the SDM Educational
Trust. However the management of the institutions is overseen by the Shri Dharmasthala
Manjunatheshwara Educational Society. With eminent personalities forming the decisive body of
these institutions, the two organizations, jointly provide purpose and direction to the institutions
under the benign guidance of Shri Veerendra Heggade.
DVHIMSR 2019 Page 1

Shri Kshetra Dharmasthala has immensely contributed to the spiritual, economic and social
development of Karnataka. It is imparting education to thousands of students all over Karnataka
through its “SDM Educational Society” wing. SDM College of Medical sciences & Hospital in
Dharwad, apart from providing quality medical education, is creating a revolution in health care
scenario of Northern Karnataka. It is a brain child of Dr. D. Veerendra Heggade, Rev. President of
SDM Educational Society. Way back in year 2001, a group of people from Dharwad approached Dr.
Heggade and requested him to start a Hospital. Dr. Heggade, understanding the health care needs of
this part of Karnataka decided to start a Hospital with a Medical College attached to it. On March 3 rd,
2002, Mr. S. M. Krishna, the then Chief Minister laid the foundation stone for the Hospital building.
SDM Hospital is located on the highway connecting Hubli and Dharwad. It is spread over 65 acres
of land, in a serene atmosphere. This campus, apart from Medical College and Hospital, houses
Nursing Institute, Physiotherapy College, Students Hostels, Staff Quarters and abodes for patient’s
relatives.
“Royal treatment for common man” has been the mission statement of SDM Hospital. Every person
who has taken treatment in this Hospital would certainly feel this. The clean environment and
humble services of staff have been making plenty of people recover their health every day. Hospital
is also fostering quality research in medical field. Regular workshops and conferences are being
conducted to enhance the knowledge of doctors working within the Hospital and also those within
twin cities. For the community, Hospital conducts regular free health camps, family planning camps,
cataract camps, spirometry camps etc. Within very short span since its inception, under the able
leadership of Dr. Niranjan Kumar, Medical Director, this Hospital has made a prominent name in
the medical map of India.
Vision & Mission
To provide the highest quality of comprehensive healthcare at an affordable cost to the

people of Northern Karnataka and to provide good clinical support for the medical education
and research; guided by sound ethical values.
To build an Educational Centre of Excellence in Teaching as well as Training, to render
treatment at an affordable cost and to maintain standards, ethics and morale at a level the
country maybe proud of.
DVHIMSR 2019 Page 2

Dr. P. Satyashankar M.B.B.S., M.D. (Hosp. Admn.)

Additional Medical Superintendent
SDM College of Medical Science & Hospital, Dharwad started in year 2003, provides
comprehensive health care under one roof not only to the population of Hubli & Dharwad, but also to
the entire northern and central Karnataka. A brain child of our Rev. President Dr. D. Veerendra
Heggade, Dharmadhikari of Sri Kshetra Dharmashtala, this hospital is growing annually at a very
high rate of 30% consistently for the last 6years. Today the patient annual turnover touches an
incredible figure of 5,00,000 outpatients, 54000 in patients and more than 15,000 major surgeries in
a year. Overwhelming acceptance of the hospital by the community in a short span is a testimony to
our objective of providing quality care to all section of the society.
Our extensive infrastructure comprising of 1200 beds, 18 operation theaters, 120 ICU beds, 25
Specialities & sub Specialities is comparable to the best in region.
SDM brings together dedicated team of Physicians nurses and other health care professionals in
preserving highest standard of quality and ethical values in patient care, education and research.
DVHIMSR 2019 Page 3

Recognition & Affiliation
UG (MBBS)
Recognition by the Medical Council of India & Ministry of Health & Family Welfare,
New Delhi.
Gazette of India Notifications & Recognition Certificate (MCI/GOI)
Continuance of Recognition
Postgraduate / Postgraduate Diploma Courses.(MD/MS)
Letter of permissions from MCI / GOI for various PG / PG Diploma Courses
Recognition by the Medical Council of India & Ministry of Health & Family Welfare,
New Delhi.
Post Graduate Degree and Diploma Courses
Affiliated University
SDM College of Medical Sciences & Hospital is affiliated to the Rajiv Gandhi University of
Health Sciences,Bangalore.
Affiliation Certificate for the Academic Year 2017-18
DVHIMSR 2019 Page 4

Administration - SDM Education Society
President
Poojya D. Veerendra Heggade
Dharmadhikari, Sri Kshetra Dharmasthala
Vice Presidents
Sri D. Surendra Kumar
Sri S. Prabhakar
Prof. N. Vajra Kumar
Secretaries
Sri D. Harshendra Kumar, Dharmasthala
Dr. B. Yashoverma, Ujire
Sri V. Jeevandhar Kumar, Dharwad
Medical Director
Dr. Niranjan Kumar
Principal
Prof. S. K. Joshi
Medical Superintendent
Prof. P. Satyashankar
Vice Principals
Col. Dr. U. S. Dinesh (Academics)
Dr. S. K. Deshpande (Administration)
ADMINISTRATION SDM HOSPITAL DHARWAD
DVHIMSR 2019 Page 5

President
Poojya.D.Veerendra Heggade
Dharmadhikari sri kshetra dharamastra
Vice president
Sri surendra kumar
Sri s prabhkar
Pro N vajra kumar
Medical Director Medical Secretaries

Superintendent
Dr Niranjan karan Sri V Jeevandhar
Dr Satyasankar P kumar
DVHIMSR 2019 Page 6

Overview of SDM Speciality Hospital
SDM Speciality Hospital established in the vicinity of SDM Medical Hospital at Manjushree
Nagar, Sattur, Dharwad is another mile stone in the annals of Medical support and facility
offered by Visionary, Rajashree Dr. Veerendra Heggade, President of SDM group of
Institutions. His dream of providing Superspeciality Medical Service to the “Poorest of the
Poor” in this part of Karnataka is being crystalised to reality. Service provided by the
specialty hospital includes consultation and treatment in the field of Plastic Surgery,
Neurosurgery, Urology, Neurology, Cardiology, Cold Orthopaedics and Cardiothoracic
Surgery.
Speciality block with the built up area of 3,50,000 sq ft is having provision for 400 inpatients
beds including special and deluxe rooms.
 8 ultramodern operation theatres with laminar flow and Hepa filters, which can
perform complex heart surgeries, joint replacement surgeries, cancer surgeries,
including kidney & heart transplant surgeries.
 Cath Labs – 2 nos.
 90 state of the art ICU beds
 Stem cell research lab
 Auditorium
 Unique design of the hospital is self contained floor for each speciality for the
convenience of the staff and patients.
 Central Air-conditioning unit, piped medical gas supply
Ground floor with reception counter, Public Relation Office, Registration, Physiotherapy,
Pharmacy, Bank, ATM, Gift shop, Coffee Shop, Four Lecture Halls, a grand conference
hall, Hospital Canteen, underground parking facility to accommodate 65 four wheelers, 72
two wheelers, etc add to the patients convenience.
Facilities for training doctors in Super-specialty departments is also provided in this hospital
DVHIMSR 2019 Page 7

1) Anaesthesiology
About the Department
The Department of Anaesthesiology is one of the largest clinical departments in SDMCMSH

with qualified and well trained Anaesthesiologists, Postgraduate students and trained Anaesthesia
Technicians. Apart from the operation theatres, anaesthesia services are provided in all parts of the
hospital round the clock. There are state-of-the-art operation theatres, surgical intensive care units
and advanced anaesthesia work stations which are comparable with the best health care facilities in
India and abroad. Teaching and training is provided to Postgraduate students in Anaesthesiology and
Anaesthesia Technician course. The department has a library with a collection of latest textbooks on
anaesthesiology, intensive care, pain management, procedures, clinical pharmacology etc.
Head of the Department
Department of anaesthesiology is currently headed by Dr. P. Raghavnedra Rao who has a
vast knowledge of the subject and an experience of 35 years in Anaesthesiology. He is a trained
Cardiac Anaesthesiologist with work experience in various Institutes in India, the United Kingdom
and Middle East. He is managing the resources at his disposal to the best possible outcome in the
ever increasing work load.
Patient Care
Doctors in the department of anaesthesiology anaesthetise patients of all age group including
pre-term infants to Geriatric age. Department has facilities for anaesthetising patients coming for
surgeries under various departments like General Surgery, Obstetrics and Gynaecology,
Orthopaedics, ENT, Ophthalmology, Neurosurgery, Plastic Surgery, Urology, Paediatric Surgery,
Cardiac Surgery and Oro-facio-maxillary Surgery. Anaesthesia services outside OT include Pre-
anaesthetic evaluation clinic, Electroconvulsive therapy, and during Endoscopies. Department has a
variety of airway gadgets like Laryngoscopes, Laryngeal Mask Airways, Fibreoptic bronchoscope,
bougie etc. for managing difficult airways. Other facilities include invasive blood pressure
monitoring, Peripheral nerve stimulator for giving nerve blocks etc.
Treatment Facilities
DVHIMSR 2019 Page 8

A team of trained Anaesthesiologists is involved in various forms of treatment such

as Labour Analgesia and “Pain clinic” for chronic pain management. They are involved in Intensive
Care of patients admitted in various ICUs. Patients requiring anaesthesia services here are generally
sicker, with multiple co-morbid diseases like diabetes, hypertension, coronary artery disease, stroke,
respiratory diseases, renal failure, deranged liver function etc who require advanced monitoring and
expert handling to ensure safety, faster recovery and better outcome of the patients.
Teaching Program
MBBS students are exposed to the subject of anaesthesiology during their final year. Weekly
lectures covering various relevant aspects anaesthesiology including the history and scope of
anaesthesia are conducted. They also get exposed to various anaesthetic procedures in the operation
theatre during their OT postings. Postgraduates are being trained in pre-anaesthetic evaluation, all
sub-specialities of anaesthesiology, intensive care, pain and palliative care. They have a structured
program of practical training on rotational basis in all sub-specialities of anaesthesia to make them
confident of handling variety of patients. They are also presenting seminars, journal clubs and
clinical cases as per the RGUHS guidelines. They are evaluated periodically for their proficiency in
theory as well as practical work. Postgraduates are also trained to conduct a scientific clinical
research by the way of dissertations. They are allowed to conduct elective as well as emergency
cases under the direct supervision of concerned faculty. Students of various paramedical courses like
Anaesthesia Technician [Diploma in Operation Theatre Technology (DOTT) are trained here with a
thorough exposure to the practical aspects. They are taught about the principles of asepsis,
sterilization of instruments, arranging OT
DVHIMSR 2019 Page 9

2) Dermatology

Since its establishment the department of dermatology has been keeping up-to-date of the
developments in the field of research and therapeutics, making it one of the most sought-after
departments in SDMCMSH. The department has a comprehensive training programme for post
graduation in dermatology for both diploma (DDVL) and Masters degree (MD). The clinical services
offered by the department include management of patients with dermatological problems, sexually
transmitted diseases and leprosy. Dermatological and cosmetic surgeries including laser therapies are
also performed. In addition to the extensive collection of dermatological books in the Central
Library, the department has the latest international and national dermatological text books and a
good collection of audio-visual teaching aids.
Dr. Athanikar Sharatchandra Bhimrao, Professor & HOD
Patient Care
The facilities available in the department include-
1. Phototherapy
SDMCMSH Dharwad has very good facilities for proper and scientific investigation and treatment of
patients with vitiligo and psoriasis. In this regard, the Department has the most modern phototherapy
unit.
2. Dermatological Procedures
The common day-to-day surgical procedures carried out in the department include skin biopsies for
diagnosis of skin diseases, Electrodessication , Radiofrequency in the treatment of common and
benign skin tumours like common warts and keloids
3. Cosmetic Surgery
This is a rapidly advancing field as the need to look good is universal. The various procedures
offered are chemical peels for pigmentary disorders of the face like melasma, diffuse melanoderma
and acne, Follicular hair extraction for androgenetic alopecia, botulinum toxin injections for
wrinkles, soft tissue augmentation with fillers. Microdermabrasion and collagen microinduction by
dermarolling for acne and chicken pox scars and platelet rich plasma treatment for hair loss.
4. Laser
Laser therapy for diverse cutaneous conditions like hirsuitism, hypertrichosis, acne scar resurfacing
etc, are performed in the department.
5. Contact dermatitis and Patch testing
Contact dermatitis is frequently encountered in day-to-day practice for which patch testing is done.
The department has a standard screening series of 20 allergens obtained from Sweden which are used
for patch testing.
Other procedures performed in the department include-
 Cryosurgery- for warts, benign tumors, keloids etc

 Electrosurgery- electrocautery, epilation, removal of warts, DPN, skin tags
 Snip excision of skin tags
 Trichogram test- in hair disorders
 Punch skin graft for vitiligo
 Split skin graft for vitiligo, leg ulcers
 Blister skin graft for vitiligo
DVHIMSR 2019 Page 10

 Follicular hair extraction

 Dermabrasion - for acne scars
 Collagen micro induction by dermarolling for acne and varicella scars
 Phototherapy - PUVA, NB- UVB
 Electrophoresis for Hyperhydrosis
Teaching Program
Clinicals and theory classes for undergraduates seminars, short talks, journal club, case presentation,
theory classes, group discussions and guest lectures for postgraduates regularly held.
Workshop and CMEs
3) ENT

The department of Otorhinolaryngology, Head and Neck Surgery caters to the population of north
Karnataka and Part of Maharashtra. It has well equipped OPDs with full fledged Endoscopy unit
comprising of rigid and Flexible endoscopies and well equipped Consultation rooms. There is
attached minor OT and demonstration hall for teaching U.G. and P.G students. OPD is connected by
PACS system, where investigations done on patients can be viewed online, which speeds up the
treatment imparted. The department library comprises of about 150 books related to ENT, Head and
Neck Surgery and Audiology & speech language pathology. The department has a seminar Room
with latest Audio visual aids for conducting teaching Programmes. The Audiology and Speech
language pathology section is well equipped with pure tone Audiometry, Computerized Impedance
audiometer; BERA. It has well trained Audiology and Speech language pathologists. Skill lab of the
department has facilities for cadaveric temporal bone dissection and cadaveric endoscopic dissection,
where post graduate students and staff can hone their surgical skills. Department also has well
furnished classroom with good Audio visual aids which help in imparting quality education to the
students.
Dr. Ashok S. Naik
Patient Care
The wards are maintained neat and clean and have all facilities required for the better patient care.
The surgical operation theatre complex has two theatres for ENT. Operation theatres are equipped
with
1. Two Leica operating microscopes, with attached visual & recording facilities
2. Karl Storz endoscopes with camera and recording facilities
3. Karl storz nasal endoscopic instruments
4. Karl storz microlaryngeal instruments
5. Karl storz regid bronchoscopes
6. Karl storz flexible bronchoscopes
7. Rigid Oesophagoscopes
8. Xomed Microdebrider and shaver system

9. Elman Radiofrequency unit

10. Rhinoplasty equipments
Surgeries performed here include micro ear surgeries such as Myringotomy, Tympanoplasties,
Stapedotomies, Mastoidectomies etc. Other surgeries performed are Endoscopic Sinus Surgery,
Endoscopic Skull base Surgeries, Rhinoplasties & Septoplasties, Microlaryngeal Surgeries, and Head
and Neck Surgeries.
Diagnostic Facilities
Following procedures are performed in the department which aid in accurate diagnosis of disease
1. Nasal Endoscopies
2. Flexible Laryngoscopies and Bronchoscopies
3. Audiological investigations like Pure tone Audiometry, Tympanometry, Brain stem evoked
response audiometry, VEMP
Teaching Program
Theory classes and clinical postings for under graduate students are conducted as per R.G.U.H.S.
guidelines. Students get to see large number of patients with variety of presentations. Students are
also encouraged to present seminars. Regular Tutorials are conducted provide healthy discussions
between Students and Staff. For post graduate students regular teaching programmes as per
R.G.U.H.S. Guidelines are conducted. With abundance of clinical material at their disposal, P.G.s
get to improve their clinical skills. For the betterment of surgical kills, they are encouraged to do
regular temporal bone dissection, endoscopic surgeries on cadavers and mannequins. P.G. students
are encouraged to take up research projects.
Workshop and CMEs
1. Dept. has conducted workshop on endoscopic sinus surgery on 21st and 22nd April 2012.The
guest faculty was Dr. Renuka Bradoo, Prof and HOD dept. of ENT LTD, Sion Mumbai.
2. Dept. has conducted live surgical workshop on 'Otology and cadaveric temporal bone and
lateral skull base dissection' on 20th and 21st July 2013.The guest faculty was Prof.H.
Vijayendra.
3. Presently a state level surgical workshop on Head and neck surgery is planned on 28th Feb
and 1st March 2015.
4. State level CME on Vertigo conducted in the year 2010.
5. Department has conducted CME’s on Cochlear implantation, Endoscopic sinus surgery.
Endoscopic skull base surgeries, sleep apnoea syndrome in 2010-2011
6. Presently a State level workshop on Endoscopic Sinus surgery is planned in the month of
April 2012.

4) General Medicine

The department of Medicine was established in the year 2003. The department consists of four units
and offers advanced care in Internal Medicine & critical care.
The department is proud to have experienced senior faculty who has been working for the last 2 to 3
decades and also young dynamic Associate and Assistant professors. The faculty keep themselves
updated by participating in various CME courses & hands-on workshops regularly. Many of the
faculty has received training in the BLS, ACLS and ventilator course. On the clinical side, the
department has progressed well with more than 25% increase in patient care statistics, both
quantitatively & qualitatively every year.
The department also provides super specialty care like Nephrology, Pulmonology, Cardiology,
Geriatrics, Rheumatology, Physical Medicine & rehabilitation. The department also conducts many
conferences & CMEs both national and state level.
The department runs UG & PG teaching program in Medicine. The postgraduates training program is
well structured and research oriented. Many of the faculties have been lifetime member for
prestigious bodies like API, IMA, IMA-AMS, CSI, RSSDI, IAE. Most of the faculties are university
examiners for both UG and PG.
Head of Department
Prof. B.S. Patil took over as the HOD from 01.07.2006. Apart from being a vastly experienced
undergraduate and postgraduate teacher, he has a charming and dynamic personality.
Patient Care
Department provides following services
 24 hours casualty services

 24 hours ICU & CCU
 24 hours Radiology services
 Well equipped interventional cardiology in association with SDM NH
 Well established Dialysis
 Physical Rehabilitation.
 Digital X- RAY.
 HRUSG, colour Doppler
 ECG, 2D ECHO, TMT, Coronary angiogram and revascularization procedures.
 3D CT scan and MRI
 CSF, pleural, ascitic and pericardial fluid aspiration and analysis.
 Bone marrow aspiration and biopsy, liver, renal and pleural biopsy.
Treatment Facilities in Acute care settings
 MITU and MICU

 ICCU
 Dialysis

 Geriatric care
 Respiratory & TB ICU
 Endoscopy – upper and lower GIT
 ERCP
Teaching Program
The Department is involved in regular teaching program for MBBS and MD students. Department
has got 10 post graduate seats. PG students are involved in OPD patient’s evaluation and in patients
work up. There is a well structured teaching program both in the class room and at the skill lab. The
department posses a well equipped skill lab where students are given hands on training in BLS and
ACLS.
Workshop and CMEs
1. Conducting CME On 08.01.2017 , DRH auditorium, department of Medicine & Haematology

Regarding “Haematology safe Blood Transfusion practices “.
2. Trilogue CME conducting on 13.11.2016 in General Medicine department.
5) General Surgery

The Department of Surgery is one of the largest departments in the hospital and provides surgical
care and teaching. The department has four units and provides high quality, affordable, surgical care
in the outpatient, inpatient and emergency surgical settings. Besides patient care, the department
trains undergraduate and postgraduate students in Surgery. The department began providing services
in 2004 and was earlier headed by Dr.M. Manivachagan MS (October 2004 to May 2006) and Dr.
Mukund M. Battal MS (July 2006 to July 2009).

Dr Mallikarjun V Desai is the Head of the Department of Surgery. Dr Mallikarjun Desai completed
his MBBS from the Mysore Medical College and his MS from the Karnataka Medical College,
Hubli. He has worked at Government Medical College, Bellary, Karnataka Medical College, Hubli,
and the Mysore Medical College, Mysore. He was formerly the Head of Surgery and the Director of
the Karnataka Institute of Medical Sciences, Hubli. He joined SDM College of Medical Sciences
and Hospital in July 2009 as the Head of the Department. Dr.Mallikarjun Desai has 42 years of
experience in teaching undergraduate and post graduate students in Surgery.
Patient care
The department provides outpatient, inpatient and emergency surgical care of patients. Outpatient
consultation and services are available from 8.30 AM to 5.00 PM, Monday to Saturday. Inpatient
facilities are provided round the clock. The operating rooms are state of the art with the latest

equipments and facilities. The department has a 12 bedded, dedicated, surgical intensive care unit for
the management of critically ill surgical patients.
The Department provides endoscopic evaluation facilities for the management of Gastro-intestinal
diseases. Both Upper and Lower (ODG scopy, Colonoscopy), diagnostic as well as therapeutic
endoscopy services (dilatation, variceal banding, sclerotherapy) are provided.
Treatment facilities
Surgical procedures performed by the department include
 Upper Gastro-Intestinal (Oesophagectomy, Gastrectomy, Small bowel resection etc)

 Lower Gastro-Intestinal ( Colectomy, Rectopexy etc)
 Hepatobiliary & Pancreatic surgery. (Whipples Procedure , Pancreatico jejunostomy)
 Laparoscopic surgery (Cholecystectomy, Appendicectomy, Fundoplication etc)
 Laparoscopic Hernia Surgery
 Ano-rectal surgeries (Haemorrhoidectomy, Fistulectomy, Rectopexy )
 Endocrine Surgery (Thyroidectomy, Adrenelectomy, Parathyroid surgery)
 Breast Surgery (Mastectomy, Breast Lump Excision , MRM , BCS)
 Head and Neck Surgery (Oral cancers, Parotidectomy, Salivary Gland Tumors))
 General Thoracic & Vascular Surgery (Thoracotomy, VATS, Varicose veins etc)
 Emergency & Trauma care (laparotomy, thoracotomy, splenectomy etc)
 Basic dental procedures
 Diabetic Foot Management
Teaching Program
Undergraduate students undergo clinical training in surgery from the II year onwards. Daily clinical
teaching is done in the hospital wards. Theory classes are conducted in the college lecture halls on all
days. Interns are posted for training in Surgery for two months. They are trained in basic surgical
care and assisting during operations. The department also conducts weekly seminars and surgical
skills training for the interns. Post-graduate surgical trainees pursuing Master of Surgery (MS) course
undergo three years training in the department. Postgraduate clinics and subject seminars are
conducted weekly. Inter-departmental discussions, management oriented discussions in surgery and
grand rounds are conducted once a month. In addition, the department conducts morbidity and
mortality meeting once a month. The department conducts theory teaching for physiotherapy,
nursing and anaesthesia technician’s courses. Oral Maxillofacial Postgraduate students are posted in
our department for the period of one month. The Department also trains the students from abroad
under the GEMX programme.

6) Hospital Administration
Overview
SDM College of Medical Sciences & Hospital is the 11th Medical College in India to start MD in
Hospital Administration. Faculties with extensive experience in both teaching & managing best of
hospitals in India, this will be a unique department. Faculties being in the helm of affairs of running
one of the best managed hospitals, students will be industry ready when they complete the course &
they have no problem in placement in best of hospitals including AIIMS Institutions. Apart from
managing large hospitals, avenues are plenty for the graduates in insurance, startups, hospital
planning, consultancy etc.
This is a 3 years fulltime programme and only MBBS graduates are eligible for admission.
It is a good choice for those MBBS graduates who are motivated in shaping their career in managing
large hospitals.
For further enquiries please contact:

+91 836 247 7006 / 7008 / 7130
List of Faculties:
1. Dr. Satyashankar P. - Professor & HOD
2. Dr. Kiran Hegde S. - Associate Professor
3. Dr. Nitinkumar N. Marathe - Assistant Professor
4. Dr. PadminiKumari B - Senior Resident - (MD)

7) Obstetrics & Gynaecology

The department of Obstetrics & Gynecology started functioning in 2004. The department has
progressed rapidly with more than 110 percent bed occupancy, more than 4750 OPD cases per
month, over 300 deliveries per month and more than 300 surgical procedures per month. The Out
Patient Department, the Labour Theatre and the Operation Theatres are all equipped with modern
instruments & gadgets. All the staff members have been instrumental in giving the patients excellent
care with compassion & competence. The department of Obstetrics & Gynecology runs an intensive
teaching program for the undergraduates & the postgraduates. The department conducts conferences
and workshops regularly. All the staff members play an active role in the activities of the Hubli
Dharwad Obstetric & Gynaecolgical society affiliated to the national body FOGSI.

Dr. Rathnamala M. Desai is the Head of the Department of Obstetrics & Gynaecology. She has
graduated from the Karnataka Institute of Medical Sciences, Hubli with six gold medals. She has 33
years of experience in teaching and clinical practice. She is an academician with a passion for
teaching. She has delivered lectures in national and state conferences and has several publications to
her credit.
Teaching Program
The department of Obstetrics & Gynaecology conducts intensive teaching programmes for the
undergraduates & the postgraduates. Undergraduate teaching starts from the third term to the ninth
term. The theory lecture classes are held every day. The students also have clinical postings every
day. Students undergo rigorous training in clinical examination & management in the wards. They
get an opportunity to observe many surgical procedures. The students are also posted to the labour
theatre in small groups for one week where they get a closer look at how the emergencies are tackled
day & night. The undergraduate students also have seminars, tutorials and general clinics every
week, which enhances the students’ knowledge as well as prepares them for the examinations.The
postgraduate teaching includes weekly seminars, case discussions & journal clubs. There are
frequent interdepartmental meetings, clinico-pathological meetings, subject symposia, perinatal &
maternal mortality meetings. The postgraduates get a graded training in the labour theatre. They get
an opportunity to assist all operations including endoscopy & radical surgery. They also get a chance
to perform several major and minor surgical procedures under the supervision of the staff. The
students' performance is assessed periodically by internal assessment.
Community Service
The department conducts Reproductive Health check-up camp and Laparoscopic Sterilization camp
every week at the Family Planning Association of India, Dharwad branch .
Outpatient care includes regular antenatal care, postnatal care & family planning. Speciality clinics
like the infertility clinic, menopause clinic, adolescent clinic and cancer clinic are available every
day. Antenatal cases are evaluated in the OPD by Ultrasonography, Doppler and Non-stress
tests. Antenatal classes for expectant mothers are conducted on the first Friday of every month by
Obstetrician, Dietician, Physiotherapist and Yoga therapist. Screening for gynaecological
malignancies like Pap smears, colposcopy, colposcopy directed biopsies, endometrial biopsies and
transvaginal sonographies are carried out in the OPD. Infertility evaluation like follicular study and

sonosalpingography are done in the OPD. The Labour theatre is an air-conditioned set up with
facilities for Ultrasonography, Cardio-tocography and Epidural analgesia. Specialists, postgraduates
and nursing staff are posted round the clock to attend to normal labours as well as all types of
emergencies. The wards are clean, spacious, well ventilated and well equipped. The staff and
postgraduates are available day and night to attend to the in-patients in the wards.
Ultrasonography
Colposcopy
Hysteroscopy
Laparoscopy
Cardiotocography
Operative Facilities
All types of surgeries are performed in our department.
Minor Surgeries- D&C, D&E, MTP, Biopsy, Tubectomy
Major surgeries- LSCS, Hysterectomy (Abdominal, Vaginal, Laparoscopy)
Special Surgeries:
All Laparoscopic Surgeries
 Laparoscopic tubectomy
 Lap. Ovarian cystectomy
 Lap. Ectopic pregnancy management
 Total Laparoscopic Hysterectomy (TLH)
 Diagnostic Hystero-laparoscopy
Pelvic Floor Surgeries
 Mesh repairs
 Site specific repairs
 Vault fixation procedures.
 TVT / TOT
Gynecological Oncology -Surgeries
 Radical Hysterectomy
 Debulking surgery for Carcinoma ovary.
 Vulvectomy

Fertility Enhancing Surgeries
 Myomectomy
 Tuboplasty
Conferences/CME Conducted
Sl.No. Date Conference /CME
1 3/16/2008 Organised Endo Gyn Live Workshop at SDMCMS&H Dharwad.
6th & 7th July Live Workshop for House Surgeons in Association with Ethicon Institute of
2
2010 Surgical Skills
29/01/2011 &
3 Jointly organised with HODGS & ICOG Endoscopy Workshop & CME
30/01/2011
16th October Department of Ob & Gyn. SDMCMS&H jointly with HDOGS Hubli
4
2011 conducted a LIVE SURGICAL WORKSHOP ON HYSTERECTOMY
19th & 20th May
5 Regional Medico Legal conference jointly with HDOGS Hubli
2012
14th & 15th July
6 Urogynaecology Live surgical work shop at SDM with HDOGS Hubli
2012
7 28.04.2013 CME Live workshop on Colposcopy At SDM Medical Collage Dharwad
04 -01-2013 to RCOG Workshop On Basic Practical Skills In OB & GYN - An Intensive
8
06-01-2013 Hans On Course
9 12th Jan 2014 Focussed Endoscopy workshop 2014
17-01-2014 to 19- RCOG Workshop On Basic Practical Skills In OB & GYN - An Intensive
10
01-2014 Hans On Course

8) Ophthalmology

Department of ophthalmology has 3 separate spacious consultation rooms with all necessary
ophthalmic equipments in each room. There are 2 separate well equipped rooms where visual acuity
testing, refractive error measurement with autorefractometer and intra ocular pressure measurement
with non contact tonometer are being done by well trained. There is a separate counsellor to help
patients regarding health insurance such as Yeshaswini, ECHS, ESI, Sampoorna suraksha etc. OPD
has a separate fully equipped minor OT where minor procedures like Lacrimal syringing, Chalazion
excision, Cyst excision, Incision and drainage of abscesses, Subtenons, Sub-conjunctival, Supratarsal
injection , Saline wash for chemical burns, foreign body removal are being done. Recently eye
bankfacility has been started in the department to cater the problems of corneal blindness in Dharwad
district and the surrounding population. Round the clock service is rendered to retrieve eyes from
the deceased.

Department of Ophthalmology is headed by Dr. Shankargouda H. Patil, a qualified and experienced
professor having more than 13 yrs of teaching experience for Undergraduates and Post-Graduates in
Ophthalmology. He is has done his M.B.B.S from J. J. M. Medical College, Davangere and M. S.
Ophthalmology from Minto Regional Institute of Ophthalmology (MRIO) Bangalore Medical
College. He is fellow of Medical Research Foundation Sankara Netralaya Chennai. He has vast
experience as an internal and external examiner for UGs and PGs in Karnataka and neighboring. He
has the zeal to develop SDMCMSH as a Model Eye Care Centre having high volume, high quality
and cost effective services to eradicate blindness.
Patient Care
Department is fully equipped with Slit lamp, Applanation tonometer and Pachymeter,
Autorefractometer, Humphry’s field analyser. It has 30 bedded ophthalmic wards in two floors, with
a separate five bedded ophthalmic septic ward for treating infective cases. Department runs evening
clinic from 5pm to 7pm for the convenience of working people who cannot come during morning
hours. Subspecialty clinics operate on Monday, Wednesday and Friday. These subspecialties include
retina, orbit, glaucoma, neuro-ophthalmology, retina and squint. Round the clock emergency care
service are provided for ocular trauma and other ophthalmic emergencies.
Department has Canon Auto Refactometer for checking the refractive errors, Canon non contact
tonometer and Applanation tonometer for measuring intraocular pressure, Pachymetry for Central
Corneal Thickness measurement and Humphry’s perimetry for visual field analysis. It also has a
fundus camera with non mydriatic photography to take fundus photo without dilatation of pupil and
hence save patients’ time. Fundus camera also helps to detect progression of glaucoma by means of
optic disc photography. Fundus fluorescein angiography is also being done here to detect retinal
vascular pathology and macular pathologies.

Small incision sutureless cataract surgery, Phacoemulsification and MICS are done here for cataract.
Phaco is being performed under topical anaesthesia using Geuder phaco machine and LIECA
operating microscope with video recording facility. Department provides keratoplasty service for
people with corneal blindness, along with surgeries for glaucoma and squint. Occuloplasty surgeries
are also done. With Argon green laser all the diabetic retinopathy, retinal vascular diseases are
treated. In association with department of dermatology botox treatment is given to patients with eye
problems.
Teaching Program
Daily clinical classes are taken for under graduate students by one of the consultant. Clinical cases,
minor procedures, ophthalmic instruments are discussed. Clinically seminars of important topics are
done by students under guidance. Post graduate teaching involves wet lab training with microscope
for improving surgical skills. PGs are trained even in rural eye camps. Academically PGs have
subject seminars and case presentation along with journal club presentation every week.

9) Orthopaedics

The department of orthopedics was established in 2003. The department consists of three units and
offers trauma care and advanced surgery.
The department is proud to possess experienced senior faculty who have been working for the last 2
to 3 decades and also young dynamic Associate and Assistant professors. The faculty keep
themselves updated by participating in various courses & hands on workshops regularly. Many of the
faculties have received training in the A.O. Course. On the clinical side, the department has
progressed well with more than 20% increase in patient care statistics, both quantitatively &
qualitatively every year.
The department apart from routine orthopedic work also provides specialty care like poly trauma
management, joint replacement surgery, spine surgeries, deformity correction surgeries and shoulder,
knee and ankle arthroscopy. The department has also conducted many conferences & CME’s.
The department runs UG & PG teaching program in medicine and physiotherapy. The postgraduates
training program is well structured and research oriented.
Head of Department
Dr. Chidendra M. Shettar
Professor & HOD
MS (Ortho) FRCS(Glasgow), Graduated one of the best of his class from JNMC Belgaum,
Karnataka. He is an astute clinician who rendered his services across multiple hospitals in united
kingdom. Completed his FRCS from Royal Colleges of Physician and Surgeon of Glasgow. He is
dynamic and actively involved in management of complex orthopaedic injuries and polytrauma,
sports injuries including arthroscopy and arthroplasty. His passion in teaching and sharing his
knowledge and experiences engaged him in various PG and UG teaching programmes. His zeel for
research is reflected in various peer reviewed publications in numerous journals.
Patient Care
 24 hour emergency trauma care.

 Well equipped operation theatre with all modern equipments.
 Physiotherapy.
 Well established Artificial limb centre.
Investigation Facility
 Digital X- Ray / PACS

 Joint and soft tissue USG.
 3D CT scan and MRI.

Treatment Facility
 Trauma care
 Poly trauma management
 Shoulder, hip, knee arthroscopy
 Hip and knee arthroplasty
 Pediatric orthopedic surgery
 Deformity correction and ilizarov
 Spine surgery
Teaching Program
The department is involved in regular teaching program for MBBS and physiotherapy students.
Department has got 3 post graduate seats. PG students are involved in OPD patient’s evaluation, in
patients work up and assisting operations. There is a well-structured teaching program both in the
class room and at the skill lab. The department possesses a well-equipped skill lab where the students
are given hands on training in orthopedic procedures.

10) Paediatrics
About the department

The department of paediatrics is multifaceted with all well developed subspecialties such as
neonatology, paediatric surgery and pediatric intensive care. The department runs ambulatory
general pediatric OPD services daily except on Sundays. During the year 2014, 29057 children were
seen in our OPD clinics,2200 babies were admitted in Neonatal intensive care unit,700 children were
admitted in pediatric intensive care unit and 3600 children were admitted for the inpatient care.

Dr. Vijay K. Kulkarni heads the department of paediatrics.
Patient Care
SDM Hospital, department of pediatrics runs OPD clinics, and IPD care, round the clock emergency
services, catering to the needs of the people. Speciality clinics are held on Monday -Haematology/
Thalessemia, Wednesday-Neuorology/Child guidance clinic, Thursday-Immunisation/ Preventive
Pediatrics, and Saturday-Asthma. Emergency services are rendered round the clock, both for
neonatal and pediatric cases. Inpatient care is fully equipped with intensive care unit, intermediate
care unit, neonatal care unit, paediatric general wards and common special wards. There are skilled
doctors and specially trained nurses who give a healing touch to sick children. Department is
equipped with PACS system.
SDM Hospital, department of paediatrics is equipped for the better treatment of patients, from
neonatal and paediatric intensive care to minor and common illness. A team of dedicated doctors and
trained nursing staff are available round the clock for rendering the services for the patients.
Neonatal intensive care unit has facility of artificial ventilation, infusion pumps, centralized oxygen
delivery, multichannel monitors, single surface and double surface phototherapy units and 2:1
nursing care for sick neonates. Intensive care unit is also equipped with trained nurses and excellent
infrastructure including ventilators with nurse: patient ratio of 2:1. Well equipped General wards and
special wards are available for services with good care. We are also giving services to children
admitted in SDM Craniofacial surgery unit.
Teaching Program
Department of paediatrics is actively involved in the teaching and training of undergraduates,
postgraduates and paramedical students. Teaching program for the undergraduates and paramedical
and physiotherapy students are conducted regularly as per the medical council of India. Intensive
teaching and training program are held for the postgraduates with weekly seminars, journal clubs and
case presentations. Bedside clinical case discussions are conducted regularly for the undergraduates
between 10.00AM to 1.00PM and daily for postgraduates.
Workshops and CMEs

Department has conducted numerous CME s and workshops in the past 2 years. More than 20 CME s
and workshops are held in our hospital in association with the Indian Academy of Paediatrics-
Dharwad Branch.Our department hosted 2nd Karnataka state Infectious diseae conference in the year
2013 with grand success. We had very active involvement in 3rd Karantaka state ID conference held
at Goa during April 2015.

Our Services
You can find general information about patient care, diagnostic facilities, treatment facilities, as well as
other helpful tips.
PT Orthopaedic and Sports

You can find general information about patient services/facilities, as well as other helpful tips.


PT Cardiorespiratory


PT Paediatrics

11) Psychiatry

The Department of Psychiatry has faculty trained from various premier institutes of the country. The
Department has adequate infrastructure for consultation and counselling for both outpatient and in-
patient care of patients with mental illness. In- Patient facility includes general ward and acute care
services with continuous monitoring. Apart from providing mental health care facilities, Department
is working towards improvement in mental health awareness and educating public about mental
illness. Manpower training in mental health has been given priority with inputs at undergraduate and
postgraduate level and Department is working towards de-stigmatizing psychiatry and mental illness
among health care providers.

The department of psychiatry is currently headed by Prof Abhay Matkar, who did his M.D from
AFMC Pune. Dr Matkar is a dedicated postgraduate teacher and has varied interests in research
which include addiction medicine.
Patient Care
The Department of Psychiatry offers both inpatient and outpatient clinical services. The services
provided broadly include assessment and management of severe mental illness (schizophrenia, and
bipolar disorder), common mental illness (depression, neurotic and stress related), various
addictions, consultation liaison psychiatry, epilepsy and related behavioural disorders, dementia and
memory related disorders, child and adolescent services. The department provides Modified
Electroconvulsive therapy, Electro-Encephalogram and Narcoanalysis services. The department is
successfully conducting group therapy, 3 days in a week for all inpatients and outpatients with
alcohol & other drug dependence syndrome. The department provides counselling and
psychotherapy services on both inpatient and outpatients using various techniques like cognitive
behaviour therapy, interpersonal therapy and psychodynamic therapy.
Department runs suicide prevention clinic among which screening for all students in SDM
institutions for suicidal behaviour on yearly basis. Public awareness programs in the form of monthly
radio talks, articles in paper are other activities of the department. The department has launched the
suicide prevention 24 hour helpline (9243260299), which is handled by psychiatry consultants.
Counselling centre managed by the department provides services such as pre and post-surgery
counselling, tobacco cessation services, premarital and sexual clinic, memory clinic, developmental
disorder and stress management. Apart from counselling services, long term psychotherapy services
for patients with mental illness are provided by both psychiatrists and psychologists.
The department has an Electroencephalography, neuropsychological and psychodiagnositic facilities.
Neuropsychological testing includes IQ assessments, cognitive assessment and neuropsychological
tests, while psychodiagnostics include Rorschach Ink blot tests, Thematic Apperception Test and
tests for personality assessments. The hospital provides serum lithium level assessment also.

Treatment provided is pharmacological using medications, Electroconvulsive therapy and non-
pharmacological methods including psychotherapy. The department runs the group counselling for
patients with alcohol dependence syndrome for 4 days in a week for both in-patient and outpatients.
Psychological Interventions
Department of Psychiatry has clinical psychologists and psychiatric social worker who have been
trained in clinical care and teaching. Counselling centre has been started in the Medicine OPD which
runs daily from 9 am to 5 pm, with counselling services provided for tobacco cessation, stress
management, marital and sexual dysfunction, pre and post-surgery counselling. Group therapy for
alcohol dependence syndrome has been successfully conducted on 4 days in a week covering
motivation enhancement to relapse prevention in alcohol and other drug dependence syndromes.
Individual psychotherapy and family therapy for patients is being done including various schools of
psychotherapy from psychoanalysis to Indian system of psychotherapy.
Teaching Program
The training programs for postgraduates in Psychiatry are carried out at the department level and also
interdepartmental level. Training is also imparted to undergraduate and post-graduate trainees of
other departments of the Institute. The departmental activities for postgraduate training include-
Seminar and journal club as per the syllabus prescribed by Rajiv Gandhi University of Health
sciences, Bangalore. Along with these academic programs, more focus is given to bedside teaching
and case discussions. There are teaching programs conducted by the faculty as a series of
introduction to psychiatry – history taking and mental status examination, research methodology,
statistics, basic sciences and psychology. The residents are required to keep a record of details of
their training in the form of a logbook including departmental case presentations, seminars, journal
club and other academic activities, which will be monitored regularly.
Workshops, CME and Conferences
1. Workshop on “Electroencephalography (EEG)” on11th& 12th February, 2006.

2. CME on “Psychosexual Medicine and Parapsychology” on 11th February, 2007.
3. CME on “Psychosomatic Medicine: Mind-Body interface” on 10th February, 2008.
4. Indian Psychiatric Society – South Zone PG CME on “Psychopharmacology Update” on
18th& 19th April, 2009.
5. Indian Psychiatric Society – Karnataka State Branch Annual conference (KANCIPS)on 21st&
22nd August, 2010.
6. Workshop on “Cognitive Behavioral Therapy in Clinical Practice”on 15th May, 2011.
7. Workshop on “Medico-legal aspects in Psychiatry”on 25thMarch, 2012.
8. Workshop on “Electroencephalography (EEG): Theory and practice”on 26thAugust, 2012.
9. Indian Psychiatric Society – Karnataka State Branch PG CME on “Empowering clinical skills
in Psychiatry” scheduled to be held on 10th February, 2013
10. CME on ‘Psychopharmacology Update – 2014’ by collaborating with department of
Pharmacology, SDMCMSH on
11. Annual Neuropsychiatry CME – “ADDICTION PSYCHIATRY - UPDATE - 2015’ ON
01st February 2015 in DRH Auditorium, SDMCMSH, Dharwad, Karnataka

12. Annual Neuro-Psychiatry CME IPSKC PGCME-2016 on 9th & 10th January-2016 In
Ishaavaasyam Auditorium, Manjushree Block , SDMCMSH, Dharwad
13. CME on ‘Sexual Medicine Update’ 12 February 2017 at Ishaavaasyam Auditorium,
Manjushree Block , SDMCMSH, Dharwad
12) Pulmonology

Department of Pulmonary Medicine is a centre for diagnosis and management of various respiratory
disorders. The department came into exist in the year 2003 & since then has made a steady progress
and now offers state of the art care in dealing with various respiratory diseases. It also has the
backing of a good thoracic surgery service from the dept. of surgery & CTVS unit.

Dr. H. M. Betageri completed DMRD course in 1982 and then worked as PHC Medical officer in
remote backward area in Gulbarga. He completed post-graduation in 1993. After working for a short
period at Shikharipur, he was posted to Dharwad as District Tuberculosis Officer. He has attended
various training programs on NTI, dengue, HIV, etc. During his government service he was deputed
to state TB institute SDSTB and Rajeev Gandhi institute as HOD of RNTCP and MDR-TB. Joined
SDMCMS&H in 2005 as Assistant Professor and now promoted as Professor and Head of the
Department.
Various Facilities Available
 Pulmonary Function Testing

 Fiberoptic video Bronchoscopy
 Florescent Microscopy for diagnosis of AFB under RNTCP
 Well equipped RICU with state of art monitoring facility, advanced ventilators and various
accessories required in the care of critically ill patients.
 Sleep lab for polysomnography study & CPAP titration in the diagnosis of sleep related
disorders.
 USG facilities in various guided procedures.
 CT Chest facilities including high resolution CT Chest in the diagnosis & various guided
procedures.
 DOTS Centre & Designated microscopy centre for diagnosis and management of tuberculosis
Patients.
 Pulmonary rehabilitation programs in association with physiotherapy department.
 6 minute walk test.
Patient Care
Patients with pleural effusion, emphyma thoracic, haemoptysis and almost all complications of
tuberculosis are treated in this department. MICUs are well equipped with ventilators and other
necessary life saving equipments. With the help of health workers anti-tubercular drugs are made

avialable at the door-step of tuberculosis patients. For treatment of TB DOTS centre has been opened
which provides TB drugs to inpatients.
 Services daily (Monday to Saturday) 8:30 AM to 5:00PM.

 IPD facilities OPD include high dependency beds, General Beds, TB Isolation Rooms and
Private Beds.
 RICU with well equipped and trained staff for management of critically ill patients.
 Asthma clinic weekly once (Friday).
 Following diseases are Managed
o Asthma and allergic disorders
o COPD
o Pulmonary Infection (Pneumonia & TB)
o Sleep related breathing disorders like Obstructive Sleep Apnea.
o Interstitial lung diseases and sarcoidosis.
o Lung Cancer.
o Pleural diseases like effusion, empyema & Pneumothorax.
o Other Chronic respiratory diseases.
Teaching Program
Faculties of department of Pulmonology take classes for undergraduates on tuberculosis and other
chest disease like Pneumonia, Bronchial asthma, Air way disease. Students are encouraged to take
active part in integrated teaching and group discussions. Students are taught regarding interpretation
of X rays and sputum microscopy, spirometry, etc.
Departmental Academic Programs
 Weekly Seminars.
 Monthly clinico radiology meet.
 Monthly outpatient & inpatient audit.
 Weekly bedside clinical case discussion.
 Monthly mortality Meet.
Other activities
 Free Pulmonary function test camps yearly during World Asthma, COPD days
 TB awareness programs on World TB day
 Tuberculosis disease sensitization class for Paramedical Students
Dissertation/ Research
1. Diagnostic utility of BAL and Bronchial wash Cytology in Pulmonary lesion .

2. Sleep disorder breathing in COPD patients.
3. Prospective study of correlation between clinical scoring PSG report.
4. Infertility in woman because of TB.
5. Chronic mastoid infection due to TB.
6. Association of TB with type 2 DM.
7. “Prevalence of HIV infection among Tuberculosis patients.”

8. Case reports:
 Isolated Polycystic liver disease with pleural effusion

 Rifampicin induced Thrombocytopenia
 M.abscessus infection at hernioplasty site
13) Radio Diagnosis & Imaging

The Department of Imaging and Radio-diagnosis in SDMCMS&H is a specialized and a highly
equipped unit providing state of the art services to the patients. The main aim is to practice a good
clinical radiology with the help of various imaging modalities ranging from the very basic
conventional radiography to few of the very advanced techniques like MR spectroscopy, perfusion
MRI, Diffusion TENSOR imaging, MDCT investigations etc, thus helping the clinicians in all
possible ways to reach to accurate diagnosis.
The department is equipped with the recent most version PACS and shortly awaiting tele-radiology.
In spite of all these recent advances, adequate importance is given to the conventional radiology with
a fully functioning dark room available in the department for emergency and teaching purposes.

The department is headed by Dr. Shyamsundar Joshi, MBBS, MD (PGI), DMRD, Principal,
SDMCMS&H, an excellent clinician and a dedicated academician who is serving in the field of
radiology for over 35 years. Having secured a merit certificate and silver medal in PGI Chandigarh
for being 1st in M.D. exams, he is credited for starting and developing the imaging departments in
many medical colleges during his tenure. His work in ultrasound imaging is extraordinary with an
extensive research in cheek and oral cavity ultrasound. Apart from this, his work in the field of
research and publications makes him a distinguished personality. He has presented papers in various
national and international conferences. He has delivered more than 100 lectures at state, national and
international level.
Department is equipped with 3 X-ray units with conventional and video fluoroscopy integrated with
the CR system along with 8 portable X-ray machines.
CR system with 24 CR cassettes, two dry view cameras, two laser printers, and X-ray film
digitalizer.
PACS – System: The images captured on CR system are easily made available within a few
minutes, to the clinician on their personal computers, about 75 in number, located in OPD, Wards,
OT and casualty etc.
This has grossly reduced the waiting period for image viewing and hence faster patient disposal. The
reports too are pushed through HIS coupled with RIS.

Additional advantages areno film loss, far better image quality, no need to physically store the
images. Easy to maintain the records on large memory devices and equally easier to archive the
images within a short time of afew seconds.
Whole of this system has made our department as a filmless department. Image prints are given on
request either on CD or laser prints at nominal charges.
Ultrasonography
The department is equipped with 6 high end ultrasound units with thermal printers and 2 portable
machines and 1 ECHO machine. We have recently added two more portable USG units exclusively
for NICU and theatre.
Investigations are performed at ultrasonography section include
 Conventional utrasonography
 High resolution scan for musculoskeletal system with panoramic imaging wherever required.
 Small part studies including sono-mammography
 Endo cavitatory ultrasound,
 Neonatal ultrasound with specialized probes.
 Colour Doppler studies
 3D/4D ultrasound
 Guided interventions
Mammography: The department is equipped with a high end mammography unit for breast cancer
screening.
CT unit.
We have commissioned MDCT ( Multi Detector CT)128 slices, dual energy CT scanner adding
strength to the departmental diagnostic performance.
All the earlier CT investigations like Denta scan, Virtual CT bronchoscopy and colonoscopy, Multi-
planer reconstruction, 3D and VRT, Perfusion scan and guided interventional procedures are
performed with highly improved image quality and lesser scan time.
Added advantages are :

Very short scan time e.g. whole body scan from head to toe, especially in poly trauma cases, can be
covered in 10 to 12 seconds.
MDCT angiographies of any part of the body, MDCT coronary angiography with superb
reconstructed images, is being regularly performed.
Being Dual energy Unit, Stone evaluation, metal artifact removal and other applications are being
regularly performed.
Middle and inner ear studies can be performed utilizing sub-millimeter slice thickness.
All the post-processed images are of high quality produced within short period due to faster
performance with thinner slices.

The department is also equipped with the state of the art 1.5 T MRI with 10 coils including special
coils for wrist, shoulder, ankle and temporo-mandibular joint. Special studies which are done using
this equipment include
 Volumetric brain imaging

 Diffusion, ADC mapping , diffusion TENSOR imaging, tractography
 Perfusion imaging.
 Chemical shift imaging (MR spectroscopy) with low, intermediate and high TE values.
 Motion correction software for brain imaging.
 Angiograms and venograms (2D and 3D TOF, PHASE CONTRAST, FLUORO-
TRIGGERED contrast angiogram),
 3D FIESTA for cranial nerves
 Basic functional imaging
 Cartigrams and gradient imaging
 Whole spine coronal pasted images
 Whole body diffusion imaging
 Multiphasic tissue enhancement for abdomen and pelvis (LAVA)
 Multiphasic contrast angiogram(TRICKS).
 MRCP, MRuroraphy and MR myelography.
Teaching Program
The department is academically comparable with few of the apex departments in India. The
department is equipped with an extensive image library, e-library, and a video library.
It has excellent teaching faculty interested in teaching, conducting all the teaching programs and
guiding the students accordingly.
We have apart from UG training program, PG degree (M.D.) and Diploma, (DMRD)courses
are being conducted.
We have introduced on-line teaching program for PGs, in collaboration with some of the
teaching faculties from overseas Universities.
It has a separate departmental book library and a museum with many interesting radiological
artifacts. The department conducts regular clinical postings for undergraduates and special postings
for dental postgraduates. Regular seminars on interesting topics are conducted in the department.
Specialized training programs and observer ship programs for ultrasound, CT and MRI are also
being conducted in the department. The department conducts certificate and diploma courses in
radiography. Specialized training programs for medical engineers are also conducted in the
department.

HOSPITAL MARKETING
Hospital marketing is a way of promotion which provides high quality medical care to the consumer
or community while satisfying patient and families needs. The target market includes patients and
families, communities, doctors, medical personnel, hospital staff, and society.
Hospital marketing has three functions First, from the hospital’s point of view, through analysis of
the target market, hospitals can understand the future needs of consumers and establish good
management strategy for higher profitability.
Second, from the consumer’s point of view, it provide readily available and vital information to
consumers so as to avoid doctor shopping‖ which may delay treatment, worse medical condition, and
increase medical expenditure.
Third, from a social aspect, consumers get good yet affordable medical services. Though hospital
marketing can bring many benefit, for instance to save medical resources and educate the consumers
with the correct and healthy information to promote hospital image, still some scholars have different
opinions, they think that hospital marketing may reduce the quality of the medical services and lead
to competition between medical organization which may cause unnecessarily medical services.
The purpose of medicine is to service of humanity.
The hospital marketing may inform the consumers with the correct healthy concept and accurate
consumers’ choices, and to promote the quality of medical care.
On the other hand, the market target may have two groups: exterior customer (patient, families and
community) and interior customer (hospital employees), thus, how to do hospital marketing and to
improve the satisfaction and efficiency of the customer, is the important issue of the hospital
marketing can improve satisfaction of the target market communication outward strategy of the
hospital can strengthen the satisfaction of the customer or adjust the attitude of the customer towards
the medical organizations; this is an important factor which influences customer loyalty on the other
hand stated that communication outward strategy of the hospital is the most important factor that
influence hospital image, and the purpose of marketing communication is to improve the cognition
of the customer toward the hospital, to differentiate between competitors and to inform the value of
the service in order to improve the preference and the consumers choices of the customer towards the
hospital, in order to educate the loyalty of the customer towards the hospital There should have
information project, action project and communication project. The research showed that five
leading activities that may promote the hospital image (volunteer medical activities, patient’s
complaint report line, announcement board, educational activities and seminars).
On the other hand, according to the opinion of the professional medical personnel in the hospital,
newspaper, television and press conference may improve the hospital popularity.
Healthcare marketing can create customer base, the Medical business is an especial profession which
is usually not influenced by the economic climate. No matter how rapid the transformation of the
social environment, the medical business still subsists However, how to win the competition through
the hospital marketing is still an important concern of the administrator.

Factors that influence the hospital choices of consumers
(1)The factors that may influence the consumer’s preferences may be concluded in five aspects:
quality of medical services, accessibility, medical expenses, facilities and marketing promotion.
Where,
(a) Quality of medical services: refers to good medical care.
(b) accessibility: refers to location of the hospital, convenience of transportation and parking
facilities.
(c) Medical expenses: total cost of the hospital stay.
(d) Facilities: good, up-to-date or new medical equipment.
(e)Marketing promotion: reputation of the hospital, word-of-mouth, efficient communication and the
recommendation of friends and colleagues.
(2) Hospital management may start with product, price, promotion and place.
(1) Product – medical services can be divided into three types:
(a) Curative such as doctors’ curative or medicinal treatments),
(b)Diagnostic (such as laboratory analysis, radiology check up),
(c) And other medically related services (such as home care, physical examination, health
maintenance).
(3) Price – patients are seldom price sensitive when seeking medical treatment, thus a higher price
does not impact revenues if the service is differentiated and better.
(4) Promotion – this includes
(a) Volunteer medical activities to foster a good image of the hospital.
(b) Publication of hospital newsletters, announcement of hospital activities, introduction of medical

updates, all of which increase the understanding of the consumers towards hospital.
(c) Holding press conferences periodically or medical column on the newspaper, may improve the
health knowledge of the consumers, and
(d) The superintendent and the chaplain of the church hospital may preach at the church nearby, to
strengthen the relationship with the nearby churches.

(5) Place – this refers to meeting the needs of the local community.
The medical organization restricted by the medical treatment law and the uniqueness of the medical
business, public relationship always regards as the main marketing promotion,
assisted by the advertisement, like volunteer medical treatment, hospital news publication, press
conference, community health education, publication of academic journal, using hospital
announcement board or homepage and report of characteristics and development hospital through
mass media etc.
Public relationship has becoming the main force of the hospital marketing in medium-large size
hospital in recent years. Especially patient’s complaint, management of the legal problem and
carrying out activities are the activities that hold by public relationship which are concerned by the
consumers. Medical information provides by the hospital marketing always influence the consumers
choices.
Under the abundant supply of the medical resources, where there are lots of different sizes of
hospital, the important factor that keep the patient if they maintain good and long –lasting
relationship, therefore, relationship marketing is also a factor to influence consumers choices.
The main spirit of relationship marketing is to develop a long and continuous relationship via a
series of related product and services. It’s not only a strategy, to integrate the general advertisement,
promotion, public relationship and direct marketing factors, to create more efficient way to approach
the consumer but also is the key point to maintain and enhance the relationship between the
enterprise and the customer. When the relationship between the promoter and the consumer is in
better condition, consumer will have a higher intention to remain, and be more willing to refer
friends and relative,
In other words, when the promoter maintains a good relationship with the consumer, then the
consumer will express high loyalty and positive public praise also supported this point；
Moderate relationship marketing not only establish good relationship but also improve the loyalty of
the customer In order to cultivate the customer loyalty, the hospital should have information project,
action project and communication project, among them, the communication project is the multi-form
marketing which use by the hospital to attract patient and to enhance the loyalty of the customer
Hospital marketing promotion is an important bridge that helps the hospital to communicate outward.
Especially in this kind of vigorous competitive environment, it cannot be ignored. There are many
kinds of hospital marketing promotion. For example, mail clinic hours and schedules to potential
customers, free medical consultation, provide free transportation, provide education in public health
and hygiene, offer free clinic treatments. The above five methods of promotions are very important
relationship marketing method to promote and maintain the long term relationship between the
hospital and the customer.

Therefore, how to apply the method of hospital marketing promotion to attract the new customer and
to retain the old customer, to promote satisfaction and loyalty of the customer, and to improve the
hospital competition ability is the important agenda that concerned by the administrator
Marketing promotion and relation marketing are very important methods for hospitals to improve
their competition ability. It is not only can build up hospital image, increase the realization and
understanding of consumers about the medical service, improve the customer satisfactions and
loyalty, but also can create new customers and get more profits.
However there are many ways of hospitals marketing and different preference of consumers, which
ways will be more influence to consumers. Whether or not the above ways will influence the hospital
choice of consumers or increase their satisfaction or loyalty. And are there the view point of different
background consumers about the hospital marketing have statically significant etc. Those problems
need to be further discussion.
Ways or skills of marketing promotion of hospitals popular used as hospital

marketing promotion
(1) Referral by friends and relatives
(2) Hospital news on TV
(3) Hospital news in newspapers
(4) Hospital news in magazines
(5) Hospital news presented in DVD format.
(6).Medical briefs or medical journals
(7) Offer discounted clinic treatments
(8) Provide education in public health and hygiene
(9)Promotional pamphlets
(10) Website promotion

Facts about on-line search regarding health resources:
 More than 80 million adults use social media as health resource

 61% of adults search for health info online
 86% search for health-related info
 71% start patient research on search engines
 78% use online mediums for CME courses
 69% of tech buyers use social media, and it influences their buying decisions%
Let’s discuss about Digital platforms which help caregivers take care of loved ones and themselves.
Interestingly, almost all those searches – 79% – started at a search engine (Google, Bing, or
Yahoo). Also Hospitals have gone social to reach potential local people and also to share and care
about current medical emergencies.
Due to Social media Adoption people are getting familiar to hospitals, they review, share, comment
about services served in hospitals.
Due to social media adoption Hospital marketing emerged as a reputation management tools
for hospitals.
Hospitals are now connecting with their patients via social media, they make them aware, talk and
also chat via video, images and medical quiz on social media. This all things not only help building
their reputation but also they increase their word of mouth customer. Let’s Understand the customer
life cycle for Hospitals and healthcare Industry.
Healthcare and Hospital Marketing: Customer Life - Cycle
It’s always responsibility and a strategy to feed your audience with relevant data on social media.
When hospitals and Healthcare related pages share content which is emotional or informative the
content due to which someone can warned or aware of any diseases or symptoms are noticed by
followers and then they start following to that content regularly.
Lets Discuss about Activities you can share on social media.

Activities Regarding Hospital Marketing:
1. Video Marketing:it’s a powerful visual content strategy which helps to increase trust and
also visual catalyst to followers.
2. Image Marketing:Images are the medium of connection which really leaves impression on
mind even people just scroll down.
3. Event Marketing:You invite people for any good cause or you arrange an Event like
marathon, blood donation camp or any fitness camp which relates with most problems with
society people not only participate enthusiastically but also brag a lot about the event which
is again plus point to hospital marketing.
4. Medical Quiz:Quizzes are always most powerful conversation tools.
5. Tip of the Day:Its reminder post which keep tickle everyone’s mind yes we are here to help
you.
6. Conversation Post:Kind of a post where a specialist is answering the queries of patient on
social media.
7. For Example:Calendar Events :( Teachers Day, Women’s Day, Etc)
8. Live Chat Events:Talk to Doctor for a while on free Sunday and let create an appointment.

A Study On Hospital Marketing in SDM Hospital Dharwad: History

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

A Study On Hospital Marketing in SDM Hospital Dharwad: History

Uploaded by

Copyright:

Available Formats

A STUDY ON HOSPITAL MARKETING IN SDM HOSPITAL DHARWAD

DVHIMSR 2019 Page 1

Vision & Mission

To provide the highest quality of comprehensive healthcare at an affordable cost to the

DVHIMSR 2019 Page 2

Dr. P. Satyashankar M.B.B.S., M.D. (Hosp. Admn.)

DVHIMSR 2019 Page 3

Recognition & Affiliation

Gazette of India Notifications & Recognition Certificate (MCI/GOI)

Postgraduate / Postgraduate Diploma Courses.(MD/MS)

Letter of permissions from MCI / GOI for various PG / PG Diploma Courses

Post Graduate Degree and Diploma Courses

Affiliation Certificate for the Academic Year 2017-18

DVHIMSR 2019 Page 4

Administration - SDM Education Society

Poojya D. Veerendra Heggade

Dharmadhikari, Sri Kshetra Dharmasthala

Sri D. Surendra Kumar

Prof. N. Vajra Kumar

Sri D. Harshendra Kumar, Dharmasthala

Dr. B. Yashoverma, Ujire

Sri V. Jeevandhar Kumar, Dharwad

Dr. Niranjan Kumar

Col. Dr. U. S. Dinesh (Academics)

Dr. S. K. Deshpande (Administration)

ADMINISTRATION SDM HOSPITAL DHARWAD

DVHIMSR 2019 Page 5

Dharmadhikari sri kshetra dharamastra

Sri surendra kumar

Pro N vajra kumar

Medical Director Medical Secretaries

DVHIMSR 2019 Page 6

Overview of SDM Speciality Hospital

DVHIMSR 2019 Page 7

About the Department

The Department of Anaesthesiology is one of the largest clinical departments in SDMCMSH

DVHIMSR 2019 Page 8

A team of trained Anaesthesiologists is involved in various forms of treatment such

DVHIMSR 2019 Page 9

About the Department

 Cryosurgery- for warts, benign tumors, keloids etc

DVHIMSR 2019 Page 10

 Follicular hair extraction

About the Department

DVHIMSR 2019 Page 11

9. Elman Radiofrequency unit

Workshop and CMEs

DVHIMSR 2019 Page 12

About the Department

 24 hours casualty services

Treatment Facilities in Acute care settings

 MITU and MICU

DVHIMSR 2019 Page 13

Workshop and CMEs

1. Conducting CME On 08.01.2017 , DRH auditorium, department of Medicine & Haematology

About the Department

Head of the Department

DVHIMSR 2019 Page 14

 Upper Gastro-Intestinal (Oesophagectomy, Gastrectomy, Small bowel resection etc)

DVHIMSR 2019 Page 15

For further enquiries please contact:

DVHIMSR 2019 Page 16

7) Obstetrics & Gynaecology