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PREFACE

I had undergone partial training to familiarize the work of the aanchal fertility mother
care hospital. During the course of familiarization we learn about detail working of
hospital operation as well as the patient appraisal procedure. The aanchal fertility
mother care hospital as to comply with various statutory equipment of Register of co-
operatives also. We have also found that these compliances Ensure dieses control over
the hospital.

In the last part of report the author has also given some suggestion about the
corporation.

Acknowledgement

I express my sincere thanks to my project guide, Ms.SWATI JANGID, Designation


Assist. professor, for guiding me right from the inception till the successful completion of
the project. I sincerely acknowledge her for extending their valuable guidance, support
for literature, critical reviews of project and the report and above all the moral support
she had provided to me with all stages of this project.

I would also like to thank the supporting staff of my college Department, for their help
and cooperation throughout our project.
(SONAM VIJAY)
Name of the Students

INTRODUCTION TO THE INDUTRY


INTRODUCTION

Human lives weigh in the balance every day in hospitals. For hospital patients and their
families, the hospital experience is often a central point in their life –where their child was born,
their beloved died, where they received life-saving treatment, rejuvenating therapy or care to
overcome an episode of illness. The hospital is the setting of oft-told tales among friends and
family through the generations. It is no wonder that hospitals are often used to depict human
drama – and even comedy -- for popular consumption across the panorama of entertainment
media.

In reality, hospitals are the setting where cutting-edge medical advances relieve suffering, and
bring healing and even new life for those whom, even a few short years ago, there would be
little hope. Feather weight babies, born eight weeks prematurely can now survive and even
thrive. Minimally invasive surgeries allow patients to heal quickly with less risk of complication,
and speed their journey home. The evolving science of organ transplantation brings a second
shot at life for an increasing number of people whose lives would otherwise be foreshortened.

Hospitals will have to meet the high expectations of the public and all stakeholders in an
increasingly challenging environment. There are many issues with which hospitals must now
contend. These include escalating health care costs that are no longer publicly – or politically –
tenable, changing trends in reimbursement for services, demands for transparency of cost and
quality data, and workforce shortages. At the same time, the conditions and care needs of
hospitalized patients are more complex. The rise in patients with chronic illness, older age
adults, and medical interventions and therapies, are already influencing hospitals today and
that influence will deepen well into the future.
In the Constitution of India, health is a state subject. Central govt’s intervention to assist the
state govt is needed in the areas of control and eradication of major communicable & non-
communicable diseases, policy formulation, international health, medical & Para-medical
education along with regulatory measures, drug control and prevention of food adulteration,
besides activities concerning the containment of population growth including safe motherhood,
child survival and immunization Program. The plan outlay for central sector health programme
in the Annual Plans 1997-98 is Rs.920.20 crore including a foreign aid component of Rs.400
Crore. A major portion of outlay is for the control and eradication of diseases like malaria,
blindness being implemented under centrally sponsored schemes.

Another major component of the central sector health programme is purely Central
schemes through which financial assistance is given to institutions engaged in various
health related activities. These institutions are responsible for contribution in the field of
control of communicable & non-communicable diseases, medical education, training,
research and parent -care.

In our project our focus has been the hospital sector.

The Hospital Industry


Some Facts

• India’s healthcare industry is currently worth Rs 73,000 crore which is roughly 4 percent of the
GDP. The industry is expected to grow at the rate of 13 percent for the next six years which
amounts to an addition of Rs 9,000 crores each year.

• The national average of proportion of households in the middle and higher middle income
group has increased from 14% in 1990 to 20 % in 1999.

• The population to bed ratio in India is 1 bed per 1000, in relation to the WHO norm of 1 bed per
300.

• In India, there exists space for 75000 to 100000 hospital beds.

• Private insurance will drive the healthcare revenues. Considering the rising middle and higher
middle income group we get a conservative estimate of 200 million insurable lives.

• Over the last five years, there has been an attitudinal change amongst a section of Indians
who are spending more on healthcare.

THE SERVICE MARKETING TRIANGLE:

HOSPI
TAL
DOCTOR PATEIN
T
➢ Company: Here, the hospital is the company that dreams up an idea of service offering
(treatment), which will satisfy the customer’s (patient’s) expectations (of getting cured).

➢ Customer: The patient who seeks to get cured is the customer for the hospital as he is the
one who avails the service and pays for it.

➢ Provider: Doctor, the inseparable part of the hospital is the provider, as he is the one who
comes in direct contact with the patient. The reputation of the hospital is directly in the hands
of the doctor. A satisfied patient is a very important source of word of mouth promotion for the
organization.
Classification of Hospitals
1. On the basis of the OBJECTIVE there are three types: -
A. TEACHING CUM RESEARCH: - For developing medicines and promoting research to
improve the quality of medical aid.
B. GENERAL HOSPITAL: - For treating general ailments.
C. SPECIAL HOSPITALS: - For specialized services in one or few selected areas.

2. On the basis of the OWNERSHIP there are four types:


A. GOVERNMENT HOSPITAL: - Which is owned, managed and controlled by government
.
B. SEMI-GOVERNMENT HOSPITAL: - Which is partially shared by the government.
C. VOLUNTARY AGENCY: - Also runs hospitals.
D. PRIVATE CHARITABLE: - Also runs hospitals.

3. On the basis of PATH OF TREATMENT there are:


A. ALLOPATH: - which is the system promoted under the English system.
B. AYURVED: - Which is based on the Indian system where herbals are used for preparing
medicines.
C. HOMEOPATH
D. OTHERS

4. On the basis of the SIZE there are:


A. TEACHING HOSPITALS: – Generally have 500 beds, which can be adjusted in tune
with number of students.
B. DISTRICT HOSPITAL: – Generally have 200 beds, which can be raised to 300 in
contingencies.
C. PRIMARY HEALTH CENTERS: – Generally have 6 beds.

7 Ps of marketing for hospitals


➢ Product:
The service product is an offering of commercial intent having features of both intangible and tangible,
seeking to satisfy the new wants and demands of the consumer. Hospital industry is action oriented and
there is a lot of interaction with the customers (patients). The service product of the hospitals normally have
the following features:

○ Quality Level: When we talk about marketing hospitals, it is natural that we are very particular
about managing our services in the right fashion. Supportive services play an important role in
improving the quality of medicare. These services which include laboratory, blood-banks,
catering, radiology and laundry, in a true sense determine the quality of services made
available by medical and para-medical personnel. They get a strong base for treatment since
the diagnostic aspect determines a direction. To get the best result from OT, it is natural that
equipments are properly sterlised. In addition, the dresses and clothes are also required to be
made bacteria free. The patients are required to wear disinfected linen which should be made
available. The radiology department should have hi-tech facilities keeping in view the pressure
of work. Of late, we find sophisticated equipments and unless hospitals make the same
services available the same, the quality of services cannot be improved.

○ Accessories: This is a very good way of segmenting customers. Many hospitals provide

additional services such as catering, laundry, yoga sessions, cafeterias, etc. for the customers
(patients) who are willing to pay extra. Hospitals have different wards - General and Special.
Certain hospitals provide services for the family members of the patients (when they are not
from the same city) – accommodation and catering.

○ Packaging: It is the bundling of many services into the core service. E.g.: Apollo hospital
offers a full health check-up to the patients. Similarly other hospitals also offer package deals
for health check-ups. For example if a person has to undergo a bypass surgery, he can pay a
lump sum amount during admission, say rupees 1 lakh for all procedures, tests, stay, etc, at
once.

○ Product line: hospitals through their services offer many choices to the patients and cover a
wide range of customer needs. For example: Apollo hospital has dental department, cardiology
department, etc. and within the dental department it has dental surgery, root canal, etc.

○ Brand name: The hospitals, to differentiate themselves, and their services from others use a
brand name. The intangibility factor of the service makes it all the more important for the
hospitals to do so.
➢ Place
Under hospital marketing, distribution of Medicare services plays a crucial role. This focuses on the
instrumentality of almost all who are found involved in making services available to the ultimate users. In
case of hospitals the location of hospital plays a very important role. The kind of services a hospital is
rendering is also very important for determining the location of the hospital.

E.g. Tata memorial hospital specializes in cancer treatment and is located at a centre place unlike other
normal hospitals, which you can find all over other places.

It can be unambiguously accepted that the medical personnel need a fair blending of two important
properties i.e. – they should be professionally sound and should have in-depth knowledge at psychology. A
particular doctor might be famous for his case handling records but he may not be made available for all the
patients because of the place factor. Now in this case the service provided, that is the doctor may be a
visiting doctor for different hospitals at different locations to beat the place factors.

Unlike other service industries, under hospital marketing all efforts should be for making available to the
society the best possible medical aid.

In a country like India, which is geographically vast and where majority of the population lives in the rural
areas, place factor for the hospitals play a very crucial role. A typical small village / town may be having
small dispensaries but they will not have super speciality hospitals. For that they will have to be dependent
on the hospitals in the urban areas.

➢ People
Under hospital marketing the marketing mix variable people includes all the different people involved in the
service providing process (internal customers of the hospitals) which includes doctors, nurses, supporting
staff etc. The earliest and the best way of having control on the quality of people will be by approving
professionally sound doctors and other staff.

Hospital is a place where small activity undertaken can be a matter of life and death, so the people factor is
very important. One of the major classifications of hospitals is – private and government. In the government
hospital the people factor has to be specially taken care of. In Indian government hospitals except a few
almost all the hospitals and their personnel hardly find the behavioural dimensions significant. It is against
this background that even if the users get the quality medical aid they are found dissatisfied with the rough
and indecent behaviour of the doctors.

Under hospital marketing a right person for the right job has to be appointed and they should be adaptable
and possess versatility. The patients in the hospitals are already suffering from trauma, which has to be
understood by the doctors and other staff. The people of the hospital should be constantly motivated to give
the best of their effort.

➢ Process
Process generally forms the different tasks that are performed by the hospital. The process factor is mainly
dependent on the size of the hospital and kind of service it is offering. A typical process involved in a
medium sized hospital can be as follows.

Apart from this flow there are other allied activities like record keeping administration at services etc which
fall under the process factor. These stages do not exist separately but are interlinked. The most important
elements are lines of communication within the setup. The experience of the patient depends on the final
interplay of all these factors.

➢ Physical evidence
It does play an important role in health care services, as the core benefit a customer seeks is proper
diagnosis and cure of the problem. For a local small time dispensary or hospital physical evidence may not
be of much help. In recent days some major super speciality hospitals are using physical evidence for
distinguishing itself as something unique.

Physical evidence can be in the form of smart buildings, logos, mascots etc. a smart building infrastructure
indicates that the hospital can take care of all the needs of the patient.

Examples -
1. Lilavati hospital has got a smart building, which helps, in developing in the minds of the
people, the impression that it is the safest option among the different hospitals available
to the people.

2. Fortis and Apollo hospitals have a unique logo, which can be easily identified.

Physical evidence also helps in beating the intangibility factor.

➢ Promotion:

Hospitals for promotion use either advertisement or PR or both after taking into consideration the target
customers, media type, budget and the sales promotion.

Since a few years the prime times in T.V. are reserved for advertising social issues like family planning, use
of different types of contraceptives, care for the girl child and so on. These commercials use the common
man approach for reference group appeal. In case of health care products and services use for “common
man” appeal is widely prevalent. The use of celebrities is not as effective as that of a common man. An
ordinary person thinks that if it works well for people like him, it will also work equally well for him. The
identification with the common man is easy and quick.

Besides TV, other media of promotion are to be used innovatively. Unlike the urban area, in rural areas
newspapers and magazines do not have the same impact in conveying messages. In villages, hoardings
and wall writings near the markets and recreation centers attract the attention of villagers. This market
consists of 180 million strong middle income group and a small income group. This group has a large
discretionary income.

These discerning consumers are very careful in choosing health care services. The last decade has
witnessed a health, appearance and nutrition conscious population.

The health care field has become very competitive. Although around one-fourth of our population stays in
urban India, three fourths of the total doctors have engaged themselves in this part. Many of these doctors
visit the contiguous rural areas, but they may operate from the urban area. The patients of upper middle and
upper income group have a wide choice to make from a number of clinics and hospitals. Therefore, many
hospitals have abandoned traditions and adopted marketing strategies to woo more and more patients to
their clinics.

Word-of-mouth plays a very important role in promotion of hospitals. A person in need of a health care
service does not know for sure where to search for relevant information. He consults his family members,
relations and friends first. The patients who come to a hospital generally have the old patients of that
hospital as referrals. Word-of-mouth plays an important role during information acquisition stage of the
customers as there are no objective performance measures to judge the various alternatives available to
them. Therefore, satisfied past patients of a hospital can bring more number of patients to that hospital than
a number of advertisements.

In a competitive market place, the images of the firms swill affect their competitive standing. One factor that
is likely to have a significant impact on the health care scene is the growth of hospital chains such as Apollo
Hospitals, Birla Health Centres ,etc. Artificial heart transplants and other complex operations although are
few in number and generate a small portion of the total revenue, they help in generating word-of-mouth
which health care providers are actually interested. Many of these companies are spending a lot in corporate
advertising for Image building.

Marketing hospitals

“Marketing in Hospitals is unethical” was the frequent refrain in the eighties, when very few hospitals realized
that it was necessary to incorporate marketing as an integral function in the hospital operations. But the
major argument at that time lay in understanding whether this professional orientation was really required for
its viability, profitability and sustainability. This argument however became favorable in the late nineties as
corporate companies like Wockhardt and Max India started venturing into the hospital industry, apart from
the ongoing mergers and acquisitions that were already taking place at that time. Even the TPAs started
building tie-ups with corporate clients and there was already an abysmal utilization of resources in the
existing hospitals. In addition to the above a major factor that contributed to the acceptance of marketing in
hospitals was an increase in the delivery of services.

‘Perception of patients’ was another important consideration for hospitals, as they felt that the patients would
take them as profit oriented organization rather than service oriented organization. Ultimately, marketing was
accepted only by a few while the others discarded the concept. Hospitals who accepted marketing also
carried out their functioned by concentrating around corporate clients. Lately it has been felt that many
Indian hospitals have a dilemma regarding the functions of marketing. In an era where hospitals are
experiencing a major shift in their clientele, they are worried more about the patients’ perception of hospitals
and therefore the concept of brand restructuring and brand engineering is vital.
As hospitals spend millions of rupees in technology and infrastructure, it becomes necessary, that they
attract patients and generate funds. In order, to do the same, the hospitals follow various marketing and
brand building exercises. Some of them are listed below:

• Many hospitals have eminent personalities from the industry in their Board of trustees.
This indirectly leads to increase in, inflow of patients, working in the companies of these
Trustees. Besides the presence of eminent personalities creates a sense of confidence
in the minds of people.

• Private hospitals can attract their shareholders by offering discounts. For example, a special
discount of 20 % on all preventive health checks is offered to all shareholders of Apollo
Hospitals Limited.

• Hospitals have long-term understanding with PPO’s (Preferred Provider Organization),


which further have understanding with corporate. Any case of sickness found in the
employees of these corporate refer them to the PPO’s , which further sends them to the
hospital for check-ups and treatment.

• The success rate of crucial operations and surgeries, reflect the technological and
knowledge- based edge of the hospital over the competitors. Such successes are
discussed in health magazines and newspapers, which becomes a natural advantage
for the hospital.

• Some hospitals by means of their past track record have created a niche market for
themselves. For example, Hindu Hospital is known for its high-quality healthcare at
reasonable rates, whereas Lilavati Hospital is known for its five-star services.

• Hospitals hold seminars and conferences relating to specific diseases, where they invite
the doctors from all round the country, for detailed discussion. This makes the hospital
well known amongst the doctors, who could in future refer complicated cases to the
hospital.

• Hospitals can also promote medical colleges. This helps them to generate extra
resources in form of fees, using the same infrastructure.
I’S OF HOSPITAL INDUSTRY
➢ INTANGIBILITY

Intangibility indicates that the service has no physical attributes and as a result, impossible for
customer to taste, hears, feel or smell before they actually use it. Hospital industry is where the
customers (patients) get treated for physical problems they have. The customers can’t really
realize the service provided until they get well. For this they have to provide good
supplementary services. The only way they can provide tangible clues to make the service
provided a success. For e.g. the hospitals provide extra facilities like television, or then friendly
personnel’s can make a difference.

➢ INCONSISTENCY

It’s also referred to as heterogeneity or variability. The inconsistency occurs largely


because of different service providers perform differently on different
occasions.Interaction between customer and provider may vary from customer to
customer. Standardization is hard to maintain. Every doctor is not the same and may
not give the same diagnosis. Also a patient may not each diagnosis in a different way.
Also since the quality of work done can be determined only after the service is
performed the providers have to be well trained in case of performing the service
process.

I
➢ INSEPARABILITY

Inseparability means that the service cannot be separated from the creator-seller of the
service. In fact there are many services which are created, delivered and consumed
simultaneously through interaction between customer and service producers. Here too the
customer, i.e. the patient has to come up to the hospital to get the treatment. The customer
has to be present when the service is performed. In fact in case of hospitals the service is
created and delivered simultaneously. The type of service to be provided depends on the
customer.

➢ INVENTORY

Services cannot be easily saved, stored or inventoried. This is all due to the perishable
nature of the services. Also there’s cost also associated with the carrying of inventory.
Here the costs are more subjective and are related to capacity utilization for e.g. if a
doctor is available but there’s no patient during that period, the fixed cost of the idle
physicians salary is a high inventory carrying cost. Also due to demand fluctuations the
services cannot be stored. E.g. there’s a lot of rush at the dentists clinic in December
and January as that’s the time when there are lots of tourist visiting India.

OPPORTUNITY
Healthcare delivery is World-class healthcare
one of the largest facilities are available in
service India
sector industry in India

OUTLOOK
• The industry is expected to grow to US$79 billion by 2012
• Medical tourism is expected to become a US$2.2 billion industry by 2012

••

POTENTIAL
• Increasing health awareness: share in total private consumption expected to increase by 10%
• Increasing penetration of health insurance
• Rapid growth in private sector companies owning and managing hospitals
• High-growth in medical tourism
• Cost of comparable treatment is on average 1/8th to 1/5th of those in western countries.
• Opportunities exist in multiple segments along the value chain
• Service providers: curative and preventive in primary, secondary and tertiary care.
• Infrastructure: hospitals, diagnostic centres
• Health insurance: less than 10% of the population is covered by health insurance.

INTRODUCTION TO THE ORGANIZATION


GT GROUP OF COMPANIES

With an objective of providing employment oriented training programmes in computer


Hardware & networking GT group has launched GT Computer Hardware Engineering College
(P) Ltd. in 1994.

Currently, with more than 70 centers all over India GT is the largest ISO 9001:2000 certified
vocational training company, having academic alliances with the global IT firms &
organizations. GT group is a technical conglomerate consists of various divisions like GT
Radio TV Training Centre, GT Publication, GT Computer Hardware (P) Ltd. and GT Link
International.

DIRECTOR DESK
“Success is a journey, not a destination”
Success is basically what, when opportunity meets preparation. Apparently for
consistent success one should have an eye on opportunities and then to start the
preparations accordingly. Now whether it will be a success or a failure depends all on
your preparations and if you have a committed team of people it will definitely be a
success. Rapid changes have been taken place as far as technical advancements and
engineering are concerned within two decades. We at GT are always committed to
incorporate all such advancements not only for the growth of the organization but also
to serve the society as a whole.
When an organization expands itself in multiple facets, then the responsibilities also
shoot up to an extent that you have to fulfill the expectations of all those who have
generated faith on you. Through this annual magazine “Yatharth” what we reveal is the
quantitative and qualitative analysis of our achievements in a year gone by.
Journey continues.

Mr. Siddharth Gupta

VISION

To qualitatively develop highly skilled, competitive and industry oriented manpower that
can cater the entire technical world and acquire a highly respectable position globally.

MISSION

To innovatively upgrade the training, education and development pathway along with
the technical advancement through the core competency of the electronics background
as per the industry demand and set quality standards.

COMPANY PROFILE

Mr.S.K.Gupta, now Chairman & MD, GT Group in 1980 started with an


institute"GT Radio TV Training Centre". With an idea to provide self-employment, Mr.
Gupta set this institute to train students into basic house wiring to electrical fittings to the
maintenance of the then common household electrical and electronic devices like radio
and television.
Gradually with increased success, the institute kept reckoning its horizons
and today with its widespread Electrical Division, GT trains students into
complete electrical engineering now also with refrigeration, air conditioning,
washing machines, pumps and industrial electric appliances like control
panels etc

Today, with a distinct Electronic Division, GT trains students into basic electronics like
diodes, transistors, integrated circuits and progressively trains the students into color
television to analog, digital and microprocessor based circuits like emergency lights
telephone systems, STD/PCO machines, EPBX systems, to the most complicated
circuits like digital music system, VCD and DVD players., mobiles, colour labs,
electronic weighing machines etc.
In 1984, GT started with a monthly bulletin. Its tremendous response
prompted GT to start its Publication Division in 1984. Today GT publications
has over 450 volumes in various subjects both in English and Hindi read by
more than 10,00,000 readers across the country & abroad. This division today
commands a network of 850 dealers and distributors across India &
neighbouring countries.

Driven by continuing updation and ongoing response, GT started with


Computer Hardware Division with the name of GT Computer Hardware
Engineering College (P) Ltd. in 1994 under the guidance of Mr. Siddhartha
Gupta, an Electronics & Telecom Engineer. Today, GT Computer Hardware
Engineering College offers the students the best curriculum and unparalleled
methodology; it provides the students with the best placement opportunities in
industry in India and abroad. Our mission and goals are to provide quality
programs that are sound in concept and implemented by competent and dedicated
faculty geared to serve those seeking a solid foundation.
GT Link International is the new venture of GT group started in the current year 2006 for
the distribution of mobile products in India through their distribution network. Within a
very short span of 3 months more than 13 distributors and 26 dealers of Rajasthan
have joined the network. Expansion in MP, UP, Punjab & Haryana has been planned
and within a year this network will be established all over India. This division covers the
distribution of Books, documentation and diagrams for Mobiles along with Instruments
for Software, Devices and Tools for repairing, Accessories, Batteries and Travel
Charger. The consignment of the products has been imported from China under the
said division.

ALLIANCE

GT has collaborated with redhat for its courses like RHCT


(Red Hat Certified Technician) & RHCE (Red Hat Certified Engineer) the most
respectable internationally recognized certification. The curriculum covers RH033 - Red
Hat Linux Essentials, RH133 - Red Hat Linux System Administration & RH253 - Red
Hat Linux Network & Security Administration.
GT Link is the collaborative effort of GT Export and Guangzhou Link
Electronic Technology Co. Ltd for the distribution of technical products, technical books
and documentation diagrams related to Computer Hardware, Mobile phone, Data
Transmission and Software Repair in the Indian subcontinent through their distribution
network. The joint effort is in the direction with a dream of cohesion of technical and
domain expertise from two entirely different continents of diversified cultures and
environment with a vision of bringing new technologies in the developing markets of
Asian countries.

QUALITY POLICY
“ To Provide most-progressive and industry specific technical & professional training oriented
towards current employment needs."

Standards we keep to manage our business .The Quality Management Systems established by
the institution has been compliant with ISO 9001 :2000.

The scope of the certification includes the courseware design, development and conduct of the
short term, career and occupational (technical/professional) courses in Electrical, Electronics
and Computer Hardware including repairing & servicing.

GROUP CORE VALUES

FUTURE CENTRIC
To be a preferred brand in the field of technical education by creating a benchmark process in
upgrading and spreading technical knowledge.

RESPECT
We honour the rights and beliefs of our fellow associates, our customers and our stake holders.
GT group believes in treating others with the highest degree of dignity, equality and trust.

TEAM WORK
GT group promotes and supports a diverse, yet unified team. We work together to meet our
common goals through conscious efforts and teamwork.

ACCESSIBLE
GT group ensures accessible, value for money services that meet people's needs.
LINKS IN THE CHAIN
2009: Alliance with Prometric & Launch of Mother care Hospital.

2007: Alliance with PEARSON VUE for testing centers

2006: Launch of GT Link International & International Certification

2005: Windows 2003, Netware 6.X, CD writer, CCNA

2004: Laptop Maintenance

2003: Mobile Phone Repairing

2002: Scanner, Zip Drive, Unix, Linux, WAN

2001: UPS, CD Player, Inkjet Printer, Laser Printer, NT

2000: Domestic Equipment & Refrigeration

1999: Cyber Technology

1998: Networking (Novell)

1997: Telecom Engineering

1994: Launch of GT Computer Hardware Engineering College (P) Ltd.

1992: Satellite Technology

1987: Video Camera

1986: VCP/VCR

1985: Colour TV

1984: Launch of GT Publication

1983: Solid State B/W TV

1982: Hybrid B/W TV

1980: Launch of GT Radio TV Training Centre


AANCHAL MOTHER CARE AND FERTILITY HOSPITAL

The aanchal hospital was established on 31st may 2009 jaipur.


Aanchal Fertility & Mother Care Hospital is committed to delivering most modern
medical expertise with utmost care and believes in maintaining positive outlook. At
Aanchal people believe in enveloping the care-seekers with warmth and understanding.

The Hospital is furnished with most modern equipment and the care-givers are most
competent set with finest expertise in the field. Aanchal offers the best services in
mother care and fertility with most-updated technology and modern infrastructure.

Our Vision
To become the most trusted name for reproductive healthcare and well-being.

Our Mission
To provide state-of-the-art Healthcare and Medical Infrastructure and attain excellence
in providing best health care services to community.

Promoters
Aanchal is promoted by GT Healthcare Trust and is a venture of the GT Group. GT
Computer Hardware Engineering College, a flagship company of GT Group, is India's
largest certified vocational training institute with over 120 centres all over the country.
INTRODUCTION OF AANCHAL HOSPITAL, JAIPUR

Aanchal is a venture of GT group of companies, that is related to maternity and fertility


which provides advanced treatment to related patients. It is inaugurated on Aanchal is
situated in chandpole at Jaipur .It’s main objectives is to provide best facility at minimum
cost to the patients. It introduced CASA (computerized analysis of sperm) technology
first time in Rajasthan that is advanced technology in fertility. This hospital is fully AC.

Aanchal hospital has expert team of doctors who has specialization in gynecology,
pediatrics, radiology, sonography and general medicine. These doctors have
experience of more than 10 years.

This fertility centre has objective to find out the reasons of unproductivity with the help of
IVF and CASA technology. This hospital is full of facilities for the taking care of mother
and baby. The unique feature of this hospital is that it has pink color everywhere that is
the symbol of new born baby. There are three wards in this hospital which are named
as Semi Deluxe, Deluxe and Super Deluxe.

Semi Deluxe: - This ward has 14 comfortable beds.

Deluxe: - This ward has 7 rooms and one bed and one convertible chair in each room.

Super Deluxe: - This ward has 4 rooms and 2 beds in each room one for patient and
one for attendant and a small freeze.

This hospital has 4 OPD’s 2 Operation theatre and IVF(in vitro fertilization) has its
separate operation theaters and there are all new machines and equipments in the
operation theaters and just after the operation theater there was recovery room where
patient is taken after the operation. In this hospital 10-15 LCD TV are equipped and by
which knowledgeable topics things are shown to the pregnant ladies and operation
procedure.

Aanchal hospital is on the introduction stage and in marketing four stages are exist. On
the basis of these stages strategies can be made regarding advertisement and researsh
So these stages can be understood with the help of PLC (product life cycle model)
which is given below.

PRODUCT LIFE CYCLE (PLC): -


Above all activities are the basic things, which are essential for the marketing so after identifying the market
and customer for Aanchal hospital. Aanchal hospital is on introduction stage. Actually in marketing there is
four stages for PLC (product life cycle), which are as follows: -

1. Introduction stage
2. Growth stage
3. Maturity stage
4. Declining stage
So this hospital is at introduction stage so the right strategy in that stages is more advertisement and build
the brand so at this stage expenses will be very high and the right strategy is to promote the brand as much
as possible so that people could get to know about the AANCHAL (brand). The main motive is behind to
create the image in people’s mind and can make them sure that this is the right place to start a new joy. So it
is very difficult to make the profit at this stage.

And if we talk about the GT GROUP than it is at growth stage it is growing and people know that GT is for
computer education, which is in hardware, and networking and growing rapidly.
It is a venture of GT group of companies trust and if we talk about the GT group of company than it Is on
growing stage that’s why it is expanding its business further in various segment as in hotel industry and in
healthcare segment (Aanchal) so it is on the growth stage and if we talk about the Aanchal mother care and
fertility hospital than with help of PLC model.

It is mentioned PLC model in which It is written that at introductory stage of any business or product than
there will be BEP or loss or minor profit could occur. So It can be understood with the help of above graph
that introduction stage an organization could be on the losses or minor profit or at BEP level and after some
time when an organization starts working than it sharply earns good profits.

Main important thing is that for such time either firm earns profit or mostly at BEP level but after some time
people becomes aware about the product and give the response to it and like the quality than it earns good
profits in future.

Next is that an entrepreneur has a patience in that time and all he must be aware about the product and
what’s happening around the business must be known about all. And he has to take care so many things,
which are as follows-:

1. Must be aware about the new venture


2. Having all knowledge about that same industry
3. Keen regarding take the decisions
4. Have patience during the loss time
5. Take care of advisements of that product
6. Have keen eye on the competitors
7. Must be fair price of the product

Aanchal mother care and fertility hospital’s CEO Mr. Siddhartha gupta is so eligible in terms of taking the
decisions. He meets personally with all employees who are working in the Aanchal mother care and fertility
hospital and shared his thought with the management trainees so have the all information regarding the
competitors and take quick decisions.

So it is true that Aanchal mother care and fertility hospital will definitely get the success in the coming time
though the health care sector will be on boom in future.

RESEARCH METHODOLOGY
MEANING

Research Methodology is a systematic design collection, analysis and reporting of data


and findings relevant to specific marketing situation facing the company.

A company can hire the services of a marketing research or conduct research in


creative and affordable way such as:-

1. Engaging assistant professor or student to design and conduct studies. GT group of companies hire
summer trainees from management institutions of cost effective marketing research of new product
( AANCHAL HOSPITAL).

2. Monitoring published information and actions systematically his may done by examining newspapers,
websites, industry reports and by visiting competitive outlets.

RESEARCH PROCESS

TITLE OF THE STUDY


Study of consumer behaviour with reference to health products.

INTRODUCTION TO THE PROJECT:


CONSUMER BEHAVIOUR:-
“The behavior that consumer display in searching for, purchasing, using, evaluating and
disposing of products and servicer that they expect will satisfy their needs….”

It is the study of when, why, how, what, and where people do or do not buy products.
This study is based on consumer buying behavior, with the customer playing the three
distinct roles of user, player and buyer.
The term consumer behavior describes two different kinds of consuming entities:-

The personal consumer buys goods and services for his own use, for the use of
household, or as a gift for a friend. The organizational consumer includes profit and not
for profit businesses, government agencies (local, state, national) and institutional all of
which must buy products, equipment, and services in order to run their organizations.

Healthcare is relatively insulated from the current downturn because of a high


proportion of elderly among the population; they are wealthier than previous generations
and more health-conscious. In addition, there is an increasing trend for home-based,
individual and long-term care which leads to higher demand for medical and healthcare
products and services, regardless of the economic climate.

To be sure, people will still get sick and require medical care regardless of the state of
the economy. Yet the inclination towards back to basics has an impact on consumer
behavior. To scale back expenses, consumers are looking for self-care health products,
such as thermometers and blood pressure monitors. They also tend to favor over-the-
counter medicines at the expense of prescription drugs, while relying more on disease
prevention medicines like vitamins. Meanwhile, there emerges a budding trend towards
advanced mother care products, which may provide a buffer to the health of a pregnant
lady.

Some factors on which consumer behavior depend:


1. Consumer Perception
2. Consumer Attitude formation
3. Consumer Influencing factors
CONSUMER PERCEPTION

Individual acts and react on the basis of their perceptions, not on the basis of objective reality.
For each individual, reality is a totally personal phenomenon, based on that person’s needs,
wants, values and personal experiences. Thus, to the marketer, consumers’ perceptions are
much more important than their knowledge of objective reality. For if one thinks is so, that
affects their actions, their buying habit, their leisure habits, and so forth. And because
individuals make decisions and take actions based on what they perceive to be reality, it is
important that marketers understand the whole notion of perception and its related concepts to
more readily determine what factors influence consumer to buy. Before the introduction of IVF
TECHNOLOGY consumer has no idea about the product. Because Mr. SIDDHARTH GUPTA
understood the behavior of consumer, it provided the company with a way to interpret the new
offering in a manner congruent with their needs, which anybody else failed to do so for the
same product.

QUESTIONNAIRE
1. Is brand name of a hospital is your first priority?
a) Yes
b) no
c) Neutral
1. Does satisfaction matters you for the health product?
a) Yes
b) no
c) neutral
1. Is private hospitals are better than government hospitals?
a) Yes
b) no
c) neutral

1. Do you prefer quality hospitals?


a) Yes
b) no
c) neutral

On the basis of my survey, I have given some grading according to the perception of consumer
in the area where I have studied.
GRADING

1 2 3 4 5 6 7 8 9 10

YES NO NEUTRAL

SAMPLE SIZE: - 50
AREA NAME
P RAJA BAJAJ GANDHI MALVIYA MANSA
E PARK NAGAR NAGAR NAGAR ROVAR
R
C
E
P
T
I
O
N
BRAND 1-3 7 - 10 7 - 10 1-3 4-6
NAME

SATISFACTI 1-3 1-3 1-3 1-3 1-3


ON

GOVERNME 1 - 3 4-6 4-6 4-6 4-6


NT /PRIVATE
HOSPITAL

QUALITY 1-3 1-3 1-3 1-3 1-3

CONSUMER ATTITUDE FORMATION


To get to the heart of what is driving consumers’ behavior; attitude research has been used to
study a wide range of strategic marketing questions. For example, attitude research is
frequently undertaken to determine whether consumers will accept a proposed new – product
idea, to gauge why a firm’s target audience has not reacted more favorably to its new
promotional theme, or to learn how target customers are likely to react to a proposed change
in the firm’ s packaging design. Firm also regularly gauge reactions to their latest advertising
and other marketing messages designated to form and change consumer attitudes. All these
marketing activities are related to the important task of impacting consumers’ attitudes.

QUESTIONNAIRE

1. Do your buying decision depend upon religious factor?


a) POSITIVE
b) NEUTRAL
c) NEGATIVE
1. Are you often aware about the newly launched hospitals?
a) POSITIVE
b) NEUTRAL
c) NEGATIVE

1. Do you visit newly launched hospitals?


a) POSITIVE
b) NEUTRAL
c) NEGATIVE

1. Do you consult with your family for before visiting hospitals?


a) POSITIVE
b) NEUTRAL
c) NEGATIVE

1. Do you see the cost before your decision towards hospitals?


a) POSITIVE
b) NEUTRAL
c) NEGATIVE

Grading according to the consumer attitude in the respective areas.

GRADING
1 2 3 4 5 6 7 8 9 10

POSITIVE NEUTRAL NEGATIVE


SAMPLING SIZE : - 50

AREA NAME

A RA B G M M
T JA A A A AN
T PA J N L SA
I RK A D V RO
T J H I VA
U I Y R
D N A
E A N
G A N
A G A
R A G
R A
R
R 4 – 1 1 4 1
E 6 -6
L - - –
I 6 6
G 6
I
O
U
S

F
A
C
T
O
R
A 1 - 1 1 1 1
W 6 -6
A - - -
R 6 6 6
E
N
E
S
S
N 1 - 4 4 4 4 -
E 6 6
W - - -

N 6 6 6
A
M
E

F 4 - 1 1 4 1
A 10 -6
M - - -
I 6 6
L 1
Y 0

F
A
C
T
O
R
C 7 - 1 1 1 1 -
O 10 6
S - - -
T
6 6 6

CONSUMER INFLUENCING FACTORS

Marketer may have divergent goals with regard to consumer conformity. Some
marketers, especially market leaders, are interested in the ability to change consumer
attitudes and behavior by encouraging conformity. To be capable of such influence, they
must accomplish the following:-
1. Inform or make the individual aware of a specific product or brand.
2. Provide the individual with the opportunity to compare his or her own thinking with the attitudes
and behavior.
3. Influence the individual to adopt attitudes and behavior that are consistent with the norms.
4. Legitimize the decision to use the same products.
In contrast, marketers, especially those responsible for a new brand or a brand that is
not the market leader, may wish to elect a strategy that asks consumers to strike out
and be different and not just follow the crowd when making a purchase decision.
factors which affect the consumer behavior are:-
QUESTIONNAIRE

a. How much your reference group influence your behavior towards health products?

b. How much your family influence your behavior towards health products?

c. How much your opinion leader influences your behavior towards health products?

d. How much your culture influences your behavior towards health products?

e. How much media influence your behavior towards health products?

SAMPLE SIZE : 50

AREA NAME
I RAJA BAJAJ GANDHI MALVIYA MANSAROVAR
N PARK NAGAR NAGAR NAGAR
F
L
E
N
C
I
N
G

F
A
C
T
O
R
R 1 2 2 2 1
E 0 0 0 0 0
F % % % % %
E
R
E
N
C
E

G
R
O
U
P
F 2 3 3 2 3
A 0 0 0 0 0
M % % % % %
I
L
Y
O 2 1 1 1 1
P 0 0 0 0 0
I % % % % %
N
I
O
N

L
E
A
D
E
R
C 1 2 2 2 3
U 0 0 0 0 0
L % % % % %
T
U
R
E
M 4 2 2 3 2
E 0 0 0 0 0
D % % % % %
I
A

DURATION OF THE PROJECT


Training was of 40 days

OBJECTIVE OF STUDY:

 To know about hospital industry and know about its working..


 To find out the Services provided by the hospitals in Rajasthan.
 To analyze the consumer behavior towards the services offered by various hospitals.
 To assess brand awareness among consumer while selecting health products.
 To bring out empirical analysis of the consumer behavior with regard to various important
phenomenon such as brand loyalty, brand satisfaction, brand switching, decision maker in
the family and influence of the family member friends, relatives in decision.

TYPE OF RESEARCH

RESEARCH

EXPLORATORY DESCRIPTIVE

EXPLORATORY RESEARCH: These studies enhances the research


familiarity with the problem under consideration. He main purpose of such
studies is to determine the general nature of the problem and variables
related to it and then to develop the working hypotheses and exploration of
plausible solutions from an operational point of view.
DISCRIPTIVE RESEARCH: these design are used for some definite
purpose. These design try to find out a complete and accurate description
of a problem situation by providing specified method for selecting the
sources of information and procedure for collecting data from these
sources.

OUR RESEARCH WAS DESCRIPTIVE RESEARCH

SAMPLE
What is the sample?
Sample is the part of population or subset from a set of units which is provided by some process, usually by
a deliberate selection with the objective of investigating the properties of the parent population or set.
Samples collected of hospitals, medical hall and diagnostic centers and future prospective in that particular
area.

Objectives of selecting samples:-


Sample size
Sample should be of proper size if the sample is either too small or too big it shall make study difficult. So
sample should be of proper size from the particular area so the estimation becomes almost correct
according to the sample. Small sample also not good because one can not take decision by fewer samples.

Time factor
Time limitation for the collection of samples also big issue so limited areas should be chosen and take the
sufficient sample by which researcher can reach on the particular conclusion. Decision maker also have
limited time frame to take the decision so time important for the collecting the sample. Sample must be taken
according to the time framework.

Analysis of data
From the samples gathered by researcher statistics is calculated and analyzed. This statistics is used as an
estimate of the population parameters or our future prospects. So by this researcher can make better
marketing strategies to approach the resulted areas so that Aanchal can take it’s over there.

Comparison with other players of industry


After analyzing the data Aanchal can compare its services, presence, marketing strategies and no. of
customer addition.

SAMPLING PLAN: After deciding on the research approach and instruments, the
marketing researcher must design a sampling plan.

This calls for three decisions:-

SAMPLING UNIT: Who should we survey?

SAMPLE SIZE: How many people should we survey?

SAMPLING PROCEDURE: How should we choose the respondents?

SAMPLE SIZE AND METHOD OF SELECTING SAMPLE


SAMPLE SIZE : 100 PEOPLE

METHOD OF SELECING SAMPLE:


Simple, stratified random sampling & cluster (area) sampling.

DATA TYPE : Primary data


PRIMARY DATA : Primary data are generated in an investigation
according to the needs of the problem in hand. In the case of primary
sources more efforts and thinking is required for designing data collection
procedure.

PRIMARY DATA COLLECTION METHOD

REACTIVE NON – REACTIVE

QUESTION- INTERVIEW OBSERVE USED


NAIRE MATERIAL

QUESTIONNAIRE :- A questionnaire consists of a set of question


presented to respondent. Because of its flexibility it is by far the most
common instrument used to collect primary data.
INTERVIEW :- Interviewing is the most versatile method. The interviewer
can ask more question and record additional observation about the
respondent such as dress and body line.

SCOPE OF STUDY

A manager through research, can quickly get the knowledge of the current scenario pertaining to a given
problem, which improves his information base for making sound decisions that may affect the future of the
organisation’s various operations. The following are the major areas in which research plays a role in taking
effective decisions.

1) Financial Management:- This is one of the most pivotal functional areas of management as
efficient utilization of a business enterprise directly relates to the effectiveness of the
enterprise. Financial management is now concerned with:

➢ Determining financial needs

➢ Raising funds at minimum cost


➢ Making optimum allocation of funds

➢ Developing control tools for financial performance

➢ preparing financial data for decision- making

1) Production Management:- production means the conversion of input in the form of raw
materials, with the aim of machines, to output in the form of goods of services by the use of
manpower. Frederic. W.Taylor advocated the use of scientific methods for determining
methods of production in the early part of the present century. Currently, the production has
undergone tremendous change with the advent of new techniques and new methods.

2) Banking System:- Banking institutions have found it useful to setup research departments
for the purpose of gathering and analysing information for their internal operations for making
independent studies on economic conditions of business. Reserve bank of india has set up an
excellent research department for planning and management. Currently the banks offering
master cards are using research methods on a large scale to increase their business.

3) Government:- the government’s economic policy has a foundation of research. Research is


used for economic planning, optimum utilisation of resources for the development of the
nation. Research is applied in evolving the union budget and railway budget too. The indian
government has set up a wide network of research institutes in different fields to assess what
is happening in each field and how that will enrich the country’s progress.

4) Human Resource Management:- earlier human resource management was taken care of by
personnel department with the realization that man play a role may be indirectly, in the
companies profit, the scope the personnel department was widened to HRD.

5) Marketing Management

6) Social Science
LIMITATION OF STUDY

1) Lack of resources

2) Conceptualization Problem

3) Lack of Training

4) Lack of Interaction

5) Lack of Confidence

6) Absence Code of conduct

7) Problem of co-ordination

8) Repetition

9) Inefficient information system

ANALYSIS & INTERPRETATION


1.Hospitals preferred for gynae by ladies in RAJA PARK and
MALVIYA NAGAR?

REASONS
a.provide all the latest technologies.

b.They have experienced doctors.

c.they have visiting hour doctors.

Do you know about IVF technology?

Reasons

a. lack of awareness

b. very less hospitals has this facility.

3..do you have your own diagnostic lab?

a. its easy for patients to get the test done easily.

b. time saving

1.which hospital do you refer in serious case?

a.they have all the technologies.

b. they have latest technology.

c. they have ambulance facility.

5.how many gynae test are done in your diagnostic lab?


a. population size is small.

b. Has a brand name.

c. Less time consuming.

d. Have all the latest equipments.