Final Report

THESIS REPORT

ON

A Comparative Analysis of Promotional Activities of Different Private Hospitals in Bangladesh

Date of Submission: 12 November, 2009

Stamford University Bangladesh

1

THESIS REPORT

ON


Prepared for

Md. KamruzzmanAssistant Professor


Prepared by

Md. Shahnur RashidID-MBA 03910709Major: Marketing

MBA Program

Date of Submission: November 18, 2009

2

Stamford University, BangladeshLetter of Transmittal

November 18, 2009

ToMd. KamruzzamanThesis Supervisor

Department of Business Administration

Stamford University, Bangladesh

Subject: Submission of Thesis Report entitled “A Comparative Analysis of

Promotional Activities of Different Private Hospitals in Bangladesh”

Dear Sir,

The thesis report entitled “A Comparative Analysis of Promotional Activities of

Different Private Hospitals in Bangladesh” is done as a partial fulfillment of the

requirement of MBA degree. You assigned me to prepare me to this report as a

requirement of the MBA. I am grateful to you for giving me the opportunity to undergo

such an experience.

This report is a partial requirement of MBA program. So, in making this report worthy on,

I have tried my level best to gather all relative information from the various sources. I

hope that it will meet your expected standard.

I sincerely hope that this thesis report meets your approval and its appraisal would

demonstrate my ability to prepare a formal report. I would be glad to furnish you with

clarifications, if required.

Sincerely yours,

_____________

3

Md. Shahnur Rashid

ID # MBA-039 10709


Student Assertion

I Hereby Announced That the Extensive Study Entitled


Prepared in partial accomplishment of the Requirement for the award of the degree in

Masters of Business Administration from


_______________Md. Shahnur Rashid

ID No- 039 10709

Batch-39

4


CERTIFICATION

This is to certify that Md. Shahnur Rashid, student of MBA program of bearing ID

No. MBA 03910709 under the department of Business Administration, Stamford

University Bangladesh has completed the thesis report titled “A Comparative

Analysis of Promotional Activities of Different Private Hospitals in Bangladesh”

as a part of requirement for obtaining MBA degree. I have gone through the

report and found it to be a well written report. He has completed the report by

himself successfully under my supervision.

I wish him every success in his future endeavor.

Supervisor

_________________________________________

Md. KamruzzmanAssistant ProfessorDepartment of Business Administration

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Stamford University, Bangladesh

Acknowledgement

At first I would like to express my gratitude to almighty God for enabling me the strength

and opportunity to complete the report within the schedule time successfully.

We know that practical knowledge in subject matter is essential to sub assistant the

theoretical knowledge gathered in the educational institutions. In order to resolve the

dichotomy between these two areas, I was assigned to prepare this report on “A

Comparative Analysis of Promotional Activities of Different Private Hospitals in

Bangladesh”

This report would not have been possible without the dedication and contribution of a

number of individuals as it involved diverse field of knowledge and experience. The list

of those great persons, who helped me and guided me to prepare the report is very long

and cannot be accommodated within this limited space. But it will be unfair to ignore

acknowledge some of them as they contributed so much to my effort of writing a worthy

report.

First and foremost, I would like to express my gratitude to Md. Kamruzzaman,

Assistant Professor, honorable faculty member, Department of Business

Administration, Stamford University Bangladesh for agreeing to supervise me during this

project. His eagerness to help me every step of the way encouraged me to propel myself

higher.

I would express my humble gratitude to Shafil Azam, Executive (Marketing), Apollo

Hospital Limited, Dhaka. Without his supervision and cooperation this report would have

been a very difficult one to complete.

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SYNOPSIS

Good health care is a great need of any country but the access to health care is mostly

severe in Bangladesh. To make the access easier the contribution of private hospitals

has increasingly emerging in this sector with wide range of services and specialists,

equipment, and sophisticated medical technology. Latest diagnostic, medical and

surgical facilities or services for the care of its patient’s adequate amenities, quality

doctors and staffs, more services oriented activities and above all effective and efficient

authority. Therefore marketing activities are essentially important for private hospitals to

understand needs and wants of patients and introduce activities like exploring extensive

growth opportunities, SWOT (strength, weakness, opportunities and threat) analysis,

practicing integrated marketing communication with full-fledged direct marketing,

advertising, personal selling, sales promotion, public relation and other promotional

campaigns.

The topic of the report is “A Comparative Analysis of Promotional Activities of

Different Private Hospitals in Bangladesh”. Obviously different private hospitals,

namely Apollo Hospital Dhaka, United Hospital limited and Square Hospital Limited have

their own way of developing and implementing marketing and promotional activities.

While conducting this report writing some primary data are collected from business

Development manager of all private hospitals. The report is based on their strategies

and activities.

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T A B L E OF C O N T E N T

Chapter- 1 Page No 1.0 Introduction 01

1.2 Background of the Study 04 1.3 Literature Review 051.4 Objective of the Study 121.5 Methodology of the study 131.6 Limitations of the study 14

Chapter- 2

2.0 Overall Scenario of Private hospitals in Bangladesh 15

2.1 Emergence of Hospital Industry in Bangladesh 152.2 Private and public Hospital Services in Bangladesh 16

Chapter- 3 3.0 Overview of the Apollo Hospital Dhaka in Bangladesh 20

3.1 Apollo Hospital Dhaka 20 3.2 Mission Statement 20 3.3 Accreditation 203.4 Benefits of Accreditation by JCI 213.5 Promoters 213.6 Administration 223.7 Specialty 233.8 Services 243.9 Quality Initiatives 243.10 Master Health Check 263.11 Special Instructions for Women 283.12 Technology of Apollo Hospital Dhaka 29 3.13 Library 303.14 Apollo Hospitals Dhaka Information Center 30

Chapter- 4

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4.0 Overview of the United Hospital Dhaka 34

4.1 About United Hospital 344.2 Mission Statement 344.3 They are committed to 344.4 Facilities at United Hospital 354.5 Reliable Automation 354.6 State-of-the-Art Equipment 364.7 Sophisticated and Accurate 364.8 Board of Directors 374.9 Direction for Several Services 384.10 For Patients 404.11 Our Hospital Stay 404.12 Billing 414.13 Going Home 424.14 Rules and Regulations For In Patients of UHL 424.15 Medical and Professional Services 424.16 United Hospital has 5 OPDs 44

Chapter- 5 5.0 Overview of the Square Hospital Dhaka in Bangladesh 47

5.1 A Token of Gratitude to the Nation 475.2 Square Hospital Ltd. 475.3 Hospital Overview 475.4 The Astras building is organized as 48 5.5 Mission Statement 485.6 Square Group 495.7 OPD Services 495.8 IPD Services 515.9 ICU, CCU, NICU, PICU, CSICU, SICU 515.10 Ancillary Services 535.11 Visiting Hours 575.12 Location Map 61

Chapter- 66.0 SWOT Analysis of Hospitals 63

6.1 SWOT analysis of Apollo Hospital Dhaka 636.2 SWOT analysis of United Hospital Limited 656.3 SWOT analysis of Square Hospital Limited 66

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Chapter- 7 7.0 Comparative Analysis of the Promotional Strategies 68

7.1 Promotional Budget 687.2 Promotional Mix Elements 707.3 Advertising Budget 70

Chapter-8 8.0 Recommendations and Conclusion

8.1 Recommendations 728.2 Conclusion 73 References 74

Survey Questionnaire 75

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Bismillahir Rahmanir Rahim

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Chapter-OneIntroduction

1.0 Introduction

In Bangladesh, the status of healthcare is similar to the one of many developing

countries: medical practitioners in Bangladesh often operate in relative isolation, dealing

with diverse health care needs. Worldwide there is difficulty in retaining specialists in

non-urban areas. The distribution of specialists in Bangladesh is indeed uneven. Tertiary

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care hospitals are also concentrated within the capital and few other major cities with

large segments of the population having no access.

The bulk of the nation's health manpower is under government control because provision

of health care is government's responsibility. Only in cities and towns there are doctors

available in private practice and in recent years, diagnostic services and hospital care

have witnessed good growth in the private sector particularly in the capital city of Dhaka

and a few other major cities.

The bulk of the population living in rural Bangladesh and too poor to afford private

medical facilities have to be cared for by government facilities which admittedly are

victims of chronic funding and manpower shortage. Most rural hospitals operated by

government lack adequate number of doctors and technicians; moreover, the doctors

are permitted to engage in private practice which often takes away their time, time that

they could otherwise devote to hospital work and medical research. Biomedical research

manpower is one of the least developed sectors in the country's health manpower

scenario.

The number of registered doctors in the year 2000 stands at 27,546 for a population of

about 130 millions and the number of registered nurses is 15804. In the year 2000, the

number of hospital beds was 40,793 of which 29,402 are in the government hospitals.

The number of medical colleges in private sectors was 13 and in the public sector it was

also

14

Table Public health infrastructure in Bangladesh

Medical college and hospital 13

Specialized hospital and centre 61

National institute 5

Medical university 1

Post graduate institute and hospital 5

Infectious diseases hospital 6

TB hospital 4

Chest hospital 45

Leprosy hospital 3

Mental hospital 2

Paramedic institute 1

Dental college hospital 2

Upazila Health Complex 402

Union sub-centre 3175

Primary healthcare

The administration of primary healthcare by the Bangladesh government is carried out

through a surprisingly extensive infrastructure of facilities within each of the 64 districts.

The districts are divided into 464 upazillas (sub-district) which are subdivided into

unions. Each union consists of approximately 25,000 people and health services are

directed by the Ministry of Health and Family Welfare (MOHFW).

The new five-year health and population sector programmed (HPSP) based on the

Health and Population Sector Strategy (HPSS) already under implementation since July

1998 calls for providing an essential service package (ESP) or a community based

healthcare scheme to the entire population at four different levels of delivery. The levels

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are: community out-reaches, health and family welfare centers/rural dispensaries,

upazila health complexes as first referral system and district hospital as second referral

system.

Healthcare in rural areas

The rural areas of Bangladesh contain more than 70 percent of its total population and

82 percent of the total poor people. The upazillas (sub-district) consisting of unions,

represent the rural areas of the country. Primary healthcare service is offered from the

Union Health Centers have an available staff comprising of a Medical Assistant, who

receives three years of training in disease prevention, health education, and basic first

aid, and a Family Welfare Visitor, who receives 18 months of training in family planning,

reproductive health, and postnatal and prenatal care.

However, despite such an extensive rural health care infrastructure, only a diminutive

fraction, as little as 8 percent of the rural population accesses these amenities. This 8

percent is asserted by various NGOs to be made up largely of people of the status of

village elite. Furthermore, of mothers who reported in a household survey that their child

was “too sick to eat,” only two percent of them sought care for their child from the

nearest Union Health and Family Welfare Center, most preferring the services of a local

village doctor without a medical graduate degree

Government complexes are not utilized to “anywhere near their capacity,” primarily

because of the lack of quality care and accessibility. Alarmingly, less than 50 percent of

the women are even aware of the existence of Satellite Clinics in their areas. According

to a national survey undertaken by USAID on disadvantaged Bangladeshis, not even

one percent of those surveyed had utilized the services of a Union Health and Family

WelfareCenter.

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Problems in the healthcare system

It is noted that the highest number of problems (22%) in health sector are related to

inadequate number of physicians, wrong treatment, negligence towards patients, and

absence from duty and unwillingness of doctors to stay at rural areas and small

towns. The other problems are related to supplies, equipment, beds etc (21%). Some

other major problems often discussed also include lack of ambulance services as

well as proper referral services.

Deficiencies particularly in the rural healthcare centers

1. Lack of proper diagnostic facilities

2. Lack of qualified physicians

3. Improper distribution of diagnostic professionals

4. Professional isolation of Physicians

5. Medical manpower shortage

6. Post-disastrous medical management.

1.2 Background of the Study

The report is submitted to Mr. Md. Kamruzzaman, Assistant Professor, department of

Business Administration, Stamford University Bangladesh, as a partial fulfillment of

MBA degree. I completed the project titled “A Comparative Analysis of

Promotional Activities of Different Private Hospitals in Bangladesh”

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1.3 Literature Review

Here, I have presented the summary of the currently available study related to project

in hand along with the standard format of references.

Published Sources:

I have presented a portion of literature in the following from Principles of Marketing

(11th edition) by Philip Kotler:

A company’s total marketing communications mix- also called its promotion mix-

consists of the specific blend of advertising, sales promotion, public relations,

personal selling, and direct-marketing tools that the company uses to pursue its

advertising and marketing objectives.

Marketing communications mix (promotion mix): The specific mix of advertising,

personal selling, sales promotion, and public relations a company uses.

Advertising: Any paid form of non-personal presentation and promotion of ideas,

goods or services by an identified sponsor.

Sales promotion: Short-term incentives to encourage the purchase or sale of a

product or service.

Public relations: Building good relations with the company’s various publics by

obtaining favorable publicity, building up a good corporate image, and handling or

heading off unfavorable rumors, stories, and events.

Direct marketing: Direct connections with carefully targeted individual consumers to

both obtain an immediate response and cultivate lasting customer relationships- the

use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate

directly with specific consumers.

Each category involves specific tools. For example, advertising includes print,

broadcast, Internet, outdoor, and other forms. Sales promotion includes point-of-

purchase display, premiums, discounts, coupons, specialty advertising, and

demonstrations. Public relations include press releases, sponsorships, and special

events. Personal selling includes sales presentations, trade shows, and incentive

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programs. Direct marketing includes catalogs, telephone marketing, kiosks, the

internet, and more.

At the same time, communication goes beyond these specific promotion tools. The

products or services design, its price, the shape and color of its package, and the

stores that it-all communicate something to buyers. Thus, although the promotion mix

is the company’s primary communication activity, the entire marketing mix- promotion

and product, price, and place-must are coordinated for greatest communication

impact.

Hospitals turn to marketing mode in Bangladesh:

Call it the entry of consumerism in health care or a belated wake-up call-marketing is

making its way to being the priority of hospitals.

Though there still are hospitals which shy away from admitting that they need to be

marketed, many have established marketing departments.

Private hospitals in Bangladesh no doubt are realizing that they cannot depend solely

on words of mouth for getting patients. The favorites of marketing teams are

corporate tie-ups to increases the image of hospital and to gain more patients

through there offered services and facilities. The private hospitals market themselves

through the use of two marketing. These are:

Internal Marketing.

External Marketing

The internal marketing, by analyzing the feedback from regular customer satisfaction

survey can definitely help building the image, without it the internal part of marketing

ensures that the employees are at their best of behavior with the patients and well-

informed about the various activities of the hospital including free check-up camps

and talks.

The common external marketing today range from the prominent ones of giving

advertisements and advertorials in the newspapers to the subtle ones like free check-

up camps, talks on various health topics and creating awareness through media to

market themselves as it is a powerful tool today. As a result day by day private

hospitals turn to marketing mood.

Create favorable positioning for hospital Marketing:

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It is said that marketing is not a battle of products or services. It is also not a battle of

intellect of two competitors. It is definitely not a battle of superior and inferior.

Contrary to whatever you may believe, it is a battle of perceptions.

Every professionally marketed product is seeking to occupy some place in the mind

of the prospect. The aim of such a company is to sit at a place which is not occupied

by any other brand. They are looking to create a perception for their product which is

favorable and most importantly, which gets the prospect to buy their brand. Marketing

call it positioning.

Every product or services has a reputation. Some of these reputations are created

consciously by the promoters of the product over a period of time. The success or the

lack of it will invariably be determined as to what our reputation is in terms of various

relevant parameters.

These parameters include the following:

How is our price perceived?

How is our quality perceived?

How is our technology perceived?

How are our competitors perceived on the same parameters?

How is the overall private health care industry perceived by the target

market?

The challenges we have are to create a reputation for our services which is relevant

and at the same time it is unique. Having only one of the two is not always very

fruitful. A simple example would be of a hospital (let us call it XYZ Hospital) has

uniqueness in the form of having orange color in most of its interiors like furniture etc.

Now this may be a unique thing, but the question is that is this uniqueness relevant?

Does the customer really view color combination of the hospital as an important

factor. I guess not. So having this unique feature is not sufficient for XYZ Hospital. It

can continue with having the same color combination, but it is not enough. On the

contrary, XYZ Hospital may have a very relevant feature. It may be having a very

caring staff.

A staff that really cared for patients and is always cares for patients and is always

cheerful apart from being impeccable dressed. This uniqueness may also not work if

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the competitor hospitals also have a similar staff situation. The hospital under no

circumstances can ignore the role of having excellent services to its patients but will

have to do something extra.

Here is the mantra of creating a fruitful positioning for a hospital in the mind of the

prospect.

There is various attributes in a hospital are which will lead to him or her using the

services of the hospital. Find out what influences his/her purchase decision?

These attributes may be many in number. They may include:

Reliability

Prices

Reputation of doctors

Quality of equipment

Number of supporting specialties

Amount and quality of miscellaneous services like catering, housekeeping

etc.

Distance from the house

Recommendations from someone

Who will pay for the treatment

After determine what factors influence the purchase decision the next step is to

assign the priority to these factors. Some of the factors would have more influence

than the others. So it is very important to figure out which factors are most important.

Let me illustrate this giving an example. For hospital XYZ. The target customers will

view reliability as important factor.

This will be so because the hospital is located in an area which has nuclear families

and hence the small family size makes reliability an important factor. Another aspect

which makes it an important factor is that XYZ hospital is doing cardiac surgeries

which are perceived as a high risk task. Hence reliability is of prime importance. I

would go to the extent of giving it a weight in numbers.

So out of 100, reliability as a factor which influences the purchase decision for the

target customer of XYZ Hospital is 30. The second important factor for the target

customer is the quality of personal care a patient would get in the hospital. The

weight assigned to this factor is 23. The remaining 45 weight is shared by distance,

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reputation of doctor and prices. In the end we know what are the relevant attributes

which the hospital can concentrate on.

The next step would be to find out which of the relevant attributes is being take care

of by the competition. Not only that, there mat be a few relevant attributes that the

competition or the industry as a whole is struggling to provide. The job for XYZ

Hospital is to find out what attributes it can provide which are relevant to prospect

and yet are not being provided by the competition or being provided insufficiently.

This way it will get to a uniquely relevant feature. This feature will determine its

positioning stance.

Filling up a ‘Vacuum’ in the market is both easy and profitable. The wooing of that

prospect is more a matter of mind, planning and creativity, rather than heart and

emotions. As more and more private hospitals realize that we will move towards a

scenario where healthcare is promoted in a systematic and effective way.

Marketing Strategy of Private Hospital in Bangladesh

Recently, the realization of the need for specialized marketing staff has gained

momentum in the hospital industry. As a result all the private hospitals could

understand marketing principles and understand that the services they provide to a

hospital must answer the needs of those responsible. Developing and implementing

customized action plans designed to increase better services and promotional

activities which are the assessing key for the client needs that are included in this

marketing plan. When marketing concepts and strategies are understood, supported

and practiced consistently in the hospital industry only then they can gain more

patients by providing services. In that context, all private hospital programs have

migrated to marketing philosophy and without exception, referral numbers, donors

and the quality of our relationships with our hospitals have improved.

There are some effective Marketing Strategies they might approach:

Dedicated staff member for each hospital account providing a single point of

service.

Formulation of comprehensive hospital profiles and needs assessment for

each target hospital.

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Development of customized hospital specific action plans.

Rounds in key areas of hospitals.

Physician and nursing education.

Routing meetings with key clients.

Regional seminars.

Post-donor and post-referral follow-up.

Referral process analysis.

Hospital policy and procedure review

Promotional Activities of Private Hospitals

Like other business firms or organization the private hospitals also follows some

promotional activities to increase the image of their hospital name and reputation to

gain more customers or patients. For that reasons they inform consumers or patients

about their products or services, their benefits, facilities and the cost of each services

to the targeted patient’s minds. To do this, they must skillfully use the mass-

promotional tools of advertising, sales promotion and public relations.

Without it now a day, private Hospitals are not just luring the patients by giving

benefits but they are providing incentives to doctors too, so that the hospital is the

first preference of the doctors for referral. With medical tourism picking up, hospitals

are emphasizing on marketing themselves in the overseas market too. Private

hospital like Apollo have developed special package for these oversees patients and

has tie-ups with various hotels. Some of the promotional tools that are widely used by

hospitals business are given below:

Advertising

Advertising is any paid from of non personal presentation and promotional of ideas.

Although advertising is used mostly by business firms but now a days it also used by

a wide range in hospitals business. Specially, Apollo, Square and United Hospitals

inform their services through informative advertising to gain patients. For that

reasons they used broadcast media such as TV. In that media they specially focus

on their services and specialist. Without it they nay use other media of advertising.

These are as follows:

Print Media.

Billboards Advertising.

Symbols and Logos.

Street activities.

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Direct Marketing

Direct marketing is use of consumers-direct channels to inform about their products

and services. Recently, all the hospitals are use direct marketing approach to inform

and introduce about their services and facilities to the patients to build a long-term

relationship. They also provide treatment consultant services, appointment services

through the use of these channels. Some of these direct marketing channels are as

follows:

Telephones.

Mailings.

E-mail

Fax-mail.

Internet(Web site)

Interactive TV etc.

Sales Promotion

Sales promotions are the key in ingredient in hospitals marketing campaigns. It

consists of a variety of short term programs or incentives to encourage patients about

their hospitals and their services or products.

Short run Champagne.

Low-cost treatment

Continuity programs

Sponsor and Event

Package treatment program at a very low price

Vaccination program.

Discount on medical services.

One-stop health-screening delivery service.

Public Relations

Public relations can have a strong impact on patient’s awareness at a much lower

cost than advertising. For that reason the hospital does not pay for the space or time

in the media. Rather it pays for a staff to develop and circulate information and to

manage events. Public relations involve a verity of programs designed to promote or

protect hospitals image. Some of these public relation programs are as follows:

Seminars.

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Charitable donation

Community relations

Press relations

Service publicity

Lobbying etc

The hospitals can create better public relations with the patients under the following

easy:

Influencing specific target group patients.

They can building a strong hospitals image in a way that reflects positive

response from patients.

To create and reinforce consumers or patients perceptions

To express commitment to the community or on social issues.

1.4 Objectives of the study

The following objectives have been identified as the report is concerned:

To explain the products and services market expansion those have extensive

growth opportunities.

To detect strength, weakness, opportunities and threat of selected private

hospital.

To analyze the integrated marketing communication of selected private

hospitals.

To critically examine the marketing strategies of selected private hospitals.

To identify the practices of marketing inputs of selected private hospitals.

To explain the experience gathered during the thesis writing.

1.5 Methodology of the study

The methodology of this report includes the overall research design, the sampling

procedure, the data collection methods, field work and statistical analysis. All of these

components of research are briefly describe below:

Research Design

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This research is conclusive in nature. Conclusive research is one that is able to

establish a conclusion. So by this piece of report we will be able to make some

decision which help to support the research objectives. Furthermore, statistical

structure has been used in this report to make this report richer in terms of

informative outlook.

Sampling Procedure

In this report, Business Development manager of all private hospitals has identified

as the sampling units. So I have surveyed all the private hospitals to find out the

marketing strategy, strengths, weaknesses, threats, and opportunities and

promotional activities of the private hospitals industry as these are required for me to

complete this report.

Data Collection

Both the primary and secondary data have been collected for this report as per the

requirement.

Primary Sources of Data:

Questionnaire to the Business Development manager of all private

hospitals.

Depth interview with the Marketing Manager.

Observation of operational activities and producers in the above

departments.

Secondary Sources of Data:

Brochure of all the private hospitals that I survey.

The products and services list and the list of all advance medical

technology’s list that is used for the purpose of treatment in all private

hospitals that I survey.

Literatures and Flash mails.

Article on Hospital Marketing Plans

Marketing Management by Kotler Keller 12th edition.

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Web Site: All the chosen Private hospitals web sits.

Field Work

For the purpose of preparing this report I have Visited Apollo Hospital Dhaka, United

Hospital and Square Hospital Dhaka. I surveyed each hospitals marketing

department. As a result at the survey time of each hospital I have collected a lot of

information on their promotional activities, there promotional budgeting plan and

objectives of the promotional activities.

1.6 Limitations of the study

Perception is totally a psychological aspect. Every individual perceive the

same thing in different ways. For this reasons it is difficult to find relevant data

about their promotional offers, marketing inputs and their carious medical

affairs.

Another limitation is interviewing business development manager of all the

private hospitals that I survey.

Schedule time span was insufficient for full-fledged survey. Because of time

constraint it was not possible to survey a large number of samples within a

very shortest time.

Information regarding the survey sometimes created confidentiality for the

respondent. Therefore, approximately was fitted in some occasion.

Some official documents were not provided by the Marketing Department for

their security purposes. So, there may occur some errors of omission.

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Chapter-TwoOverall Scenario of Private hospitals in

Bangladesh

2.0 Overall Scenario of Private hospitals in

Bangladesh

2.1 Emergence of Hospital Industry in Bangladesh

Traditionally healthcare has been an important sector of the government since the

British period and the trend continued after Bangladesh was created in 1971. During

the early 1990s Bangladesh firmly committed itself to free market economy with the

result that the healthcare sector slowly began to attract greater attention of the

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private sector. At present most of the hospitals are in the government sector at

different administrative tiers.

All of the countries government medical colleges have hospitals attached for teaching

purpose, so also does the country’s single medical university. During the 1990s a

class of healthcare clinics offering some hospital service began to emerge. These in-

patient clinics are described by various names: medical centre, nursing home,

hospital etc. these have some properties of a standard hospital, but these are of

relatively small size. Usually with 15-60 beds and usually do not have the full range

of services offered in a standard hospital.

Some of these clinics are of general type offering a spectrum of services relating to

treatment and general surgery, but a few are specialized such as for eye treatment or

cardiovascular ailments. Such in-patient clinics are mostly located in major cities of

the country such as at the six divisional headquarters 64 district headquarters and

464 Upazila headquarters.

The vast majority of such private clinics and certainly the best ones are located in the

capital city Dhaka; the number being disproportionately smaller compared to the

population size. The services may be targeted at the upper middle class and the

country being small in size, prospective clients for such hospitals can easily come to

the capital in a matter of hours using private or rented motor vehicles.

In Dhaka city the number of in-patient clinics at will be about a couple of hundred, big

and small. Standard private hospitals are few mostly attached with private medical

colleges of which there are over a dozen operating in the country. There are some

fairly old hospitals established during the British period. The Kumudini Hospital in

Mirzapur near Dhaka is the country’s most well known private hospital and one of the

oldest.

In recent years, wealthy people are seen to be in the venture of establishing private

hospitals in memory of some loved ones but their number is very small; only a couple

are perhaps worth mentioning. In addition community-based hospitals are now being

established that are not strictly private, but are operated at non-governmental levels.

There are some very costly and modern private hospitals are established in the

private sector largely to stop the outflow of patients from the country to India or

Singapore where they hope to receive better treatment But far the most prolific

development in healthcare took place in the diagnostic sector.

29

Up until early 1980s, diagnostic services available mostly were of routine type

involving blood, urine and stool examination. Some microbiological cultures, routine

biochemical test, X-rays etc. with the transition to free market economy, demand for

a wide spectrum of diagnostic service increased considerable. Many clinics were

established in the private sector with advanced diagnostic capabilities including

imaging, ultra-sonography, and tests for hormones, immunological tests and many

others. Many of these newer and sophisticated tests become services of great public

demand. But when demand is high system abuses sometimes surface. Physicians

ask for that are not highly relevant for treatment but they do so possibly for Clint

satisfaction and satisfaction of the business motives of the providers of services so

that the latter may reciprocate physician’s referral through various incentives.

2.2 Private and public Hospital Services in Bangladesh

The premise of this report paper was that market incentives would explain

differences in the perceived quality of services provided by public and private

hospitals. Though this study was specially designed to determine and the quality of

services provided by private hospitals. The study also attempts to determine whether

the service quality ratings are reasonable predictors of the type of hospitals chose by

the patients. To determine the comparative promotional advantages among them.

Demographic variables of income and education were included with service quality

ratings to test the model’s predictive capability. In public hospitals, on the other hand

there is little or no market incentive to motivate the staff to take extra initiative or

effort to improve the condition of patients and ameliorate their suffering. Tax

subsidies and other sources assure these organizations of their survival. Harsh as

this may sound, evidence of their lack of responsiveness, dedication, or quality

assurance in media reports is often stark. This suggests that their service quality will

e rated lower than private hospitals. Quality assessment however requires careful

consideration.

More recently, patients’ assessment of quality care has begun to play an important

role, especially in the advanced industrialized countries, and their satisfaction or

dissatisfaction with services has become an important area of inquiry. Thus, Dona-

bedian ( 1988) suggests that, ‘patient satisfaction should be considered to be one of

the desired outcomes of care… information about patient satisfaction should be as

indispensable to assessments of quality as to the design and management of health

care systems. This contention was reasonable supported private hospitals were

30

evaluated better on responsiveness, communication and discipline. By responding to

these needs hospitals in Bangladesh can improve their image and be perceived more

favorable. These results also suggest that service quality can be improved in the

health care sector by gradually exposing the hospital to market incentives. It is

important especially for public and private hospitals and regulatory agencies to

understand how market incentives work. With better understanding and over time

public hospital may be gradually weaned from their present survival. It is apparent

from the results challenge is addressed vigorously and methodically in Bangladesh to

better meet the needs of patients. To do so, in addition to market incentives, it is

proposed that four other incentives be considered to promote higher quality in private

hospitals in Bangladesh. These include:

Competitive incentive

Social incentive

Internal and

Regulatory incentives

Competitive Incentives

It may be introduced by the Government by encouraging controlled growth of the

private sector and inviting foreign capital and expertise so that new technology and

modern managerial practices with their attendant efficiencies are introduced in the

country. Local hospitals and health care professionals would be better off emulating

these practices to ensure their viability, thereby upgrading the quality of health care

services in the country.

Social Incentives

It can also enhance and upgrade service quality. For example, some form of public

dissemination of information must be envisaged to focus on the extent to which

service quality standards are being met by the private hospitals. In developed

countries, evaluation systems have evolved that rank or rate organizations as well as

a variety of products and services. Similar ranking or rating mechanism could be

established in the health care sector and initially at least, the prominent of private

hospitals periodically evaluated. These evaluations should then be widely

disseminated through information centers, public awareness campaigns, media

participation and a variety of accessible and easy-to-comprehend literature. When

health care customers are able to make more informed choices based on the

31

evaluations to this purpose, this study has attempted to establish relevant criteria

along which private hospital service quality could be periodically evaluated to

determine whether the overall quality of service in two sectors is improving or

deteriorating.

Internal Incentives

It must also be structure to motivate health care staff to deliver the desired standards

of service. One salutation is to tie a part of their compensation to service rendered

and the feedback received from patients. This of course is a complex issue especially

for public hospitals where health care staffs, as government servants are bound by

certain pay structures. While beyond the scope of this paper it is felt that employees

in private hospitals should be compensated on the basis of performance. Where

compensation adjusts cannot be legally made in the short run. Other benefits

including promotions, transfers, training, study leaves, etc. could be tied to

performance evaluation mechanisms that need to be tightened and fine-tuned. It may

also be important to completely bar public health-care personnel from involvement

with the private sector. Those who pledge their allegiance to the incentives of the

private sector should not have to be cushioned by the taxpayer.

Regulatory Incentives

It can be designed to reward (through lower tax; or allocations to infrastructure,

research and other developmental activities; or allocations to hospitals from a

resource pool on the basis of performance) or punish (through fines, negligence

laws, foreclosure, etc) hospitals that are benchmarked and compared periodically on

the basis of established criteria and standards. Such incentives should also be

carefully though through in the overall context of the evolution of health care delivery

in Bangladesh and revised and upgraded over time. It will also be important to

monitor the extent and direction of change in the overall quality of services in the

private hospitals.

32

Chapter-ThreeOverview of the Apollo Hospital Dhaka in

Bangladesh

33

3.0 Overview of the Apollo Hospital Dhaka in Bangladesh

3.1 Apollo Hospital Dhaka

Apollo Hospitals Dhaka, a joint project of Apollo Hospitals Enterprise Limited and

STS Holdings Limited, is a 450-bed super specialty facility poised to deliver

advanced tertiary care of international standards to the people of Bangladesh

The Hospital is at the forefront of medical technology and expertise and provides a

complete range of the latest diagnostic, medical and surgical facilities for the care of

its patients. The hospital is having all the characteristics of a world-class hospital with

wide range of services and specialists, equipment, & technology, ambience and

service quality.

Apollo Hospitals Dhaka is a showcase of synergy of medical technology and

advances in IT through paperless medical records

The skilled nurses, technologists and administrators at Apollo Hospital Dhaka, aided

by state-of-the-art equipment provides a congenial infrastructure for the medical

professional in providing healthcare of international standards.

3.2 Mission Statement

"Our Mission is to bring healthcare of International standards within the reach of

every individual. We are committed to the achievement and maintenance of

excellence in Education, Research and Healthcare for the benefit of humanity."

3.3 Accreditation:

Joint Commission International Accreditation

Apollo Hospitals Dhaka (AHD) has earned Joint Commission

International Accreditation. Apollo Hospitals Dhaka is the first hospital in Bangladesh

to attain such exceptional distinction. This accreditation was earned through our

provision of world-class healthcare services. Accomplishment of such accreditation

also affirms our commitment to providing the people of Bangladesh international

standard health care in their own country.

34

Joint Commission International is a U.S. based accreditation body dedicated to

improving the quality of health care around the world through voluntary accreditation.

Joint Commission International’s uniform, high standards for patient care and safety

are designed to be adaptable to local needs thus accommodating legal, religious and

cultural factors within a country.

3.4 Benefits of Accreditation by JCI

The benefits of receiving care at a Joint Commission accredited or certified

organization include increased confidence in the care provided because you know

the organization is:

Continually working to provide the highest quality services.

Periodically evaluated by The Joint Commission for compliance with the

standards and other requirements.

Provided with expert advice and education from The Joint Commission about

quality improvement.

able to attract qualified staff because they have more opportunities to develop

their skills and knowledge

3.5 Promoters

STS Holdings Limited, a dynamic and reputed business Group in Dhaka, is engaged

in education, banking, real estate, manufacturing and exports, freight consolidation

and container services etc.

The group owns International School Dhaka (ISD); managed by Council of

International Schools (CIS), a global organization facilitating education with its

headquarters in the UK

STS Group envisions providing the best services in healthcare and education

The board members of STS Holdings

Ltd. are:

Chairman

Bhagwan W. Kundanmal,

Managing Director

Khondoker Moniruddin

Director

Mohammad A.

Moyeen,

Director

Tipu Munshi,

35

http://www.stsgroupbd.com/component/index.swf

3.6 Administration

Dr. Edwin Lee

Hansen

Chief Executive Officer [email protected]

Mr. Shahjahan

Majumder

Director - Finance [email protected]

Ms. Malka

Shamrose

Director - Business

Development

[email protected]

Dr. G. V. J.

Prabhakar

GM - Clinical & Ancillary

Services

[email protected]

Mr. A. K. M.

Nazrul Haider

GM - IT [email protected]

Mr. Iftikhar Husain GM - Material [email protected]

Mr. Nurullah

Mamun

Chowdhury

GM - HR [email protected]

Dr. Mohammad

Zakirul Karim

GM - Ambulatory

Services

[email protected]

Mr. Monojit Mitra DGM- Bio Medical

Engineering

[email protected]

Mr. J. S. Thomas

Rodrigo

DGM – Hospitality

Services

[email protected]

Mr. Md. Shohrab

Hossain

DGM - Support Services [email protected]

Dr. Arif Mahmud DGM - Medical Services [email protected]

Mr. Md. Fazlul

Haque, ACA

DGM - Finance [email protected]

36

mailto:[email protected]













http://www.apollodhaka.com/xdf.htm

http://www.apollodhaka.com/xdf.htm


http://www.apollodhaka.com/xceo2.htm

http://www.apollodhaka.com/xceo2.htm

3.7 Specialty

Accident and Emergency Internal Medicine Pediatrics

Emergency Medicine General Medicine Pediatrics-Neurology

Anesthesiology Master Health Check Pediatric Surgery

Cardiology Neonatology Pediatric Urology

Cardiothoracic Anesthesia NephrologyPlastic & Cosmetic

Surgery

Cardiothoracic Surgery OncologyPhysical Medicine &

Rehabilitation

Critical Care Oncology-Medical Respiratory Medicine

ICCU/ICU/CTCU Oncology-Radiation Rheumatology

Dental Oncology-Surgical Traumatology

Faciomaxillary Lab Services Urology

Dermatology Biochemistry Vascular Surgery

Dialectology Clinical Pathology Adolescent

Endocrinology-Medical Hematology-ClinicalObstetrics and

Gynecology

Endocrinology-Surgery Hematology Orthopedics

Diagnostic and

Interventional RadiologyHistopathology Ophthalmology

CT Microbiology Nuclear Medicine

MRITransfusion

Medicine/Blood BankGeriatrics

Ultrasound NeurosciencesGastroenterology-

Surgical

X-ray Neurosurgery

ENT Neurology

Fertility Centre Neurology-Pediatrics Gastroenterology

Gastroenterology PsychiatryGeneral and Lap

Surgery

Gastroenterology-Medical Counseling General Surgery

37

3.8 Services

Room Categories:

The different categories of Room/ Bed available in the hospital are:

Beds Tariff per day

Standard Bed Tk. 2250.00

Semi Private Tk. 3500.00

Single Private Tk. 6000.00

Deluxe Tk. 7500.00

Suite Tk. 12000.00

All rooms and ward beds are centrally air-conditioned. Separate couches have

been placed in all the rooms (semi-private to suite) for the attendants. Attendants

for the ward patients are provided with a comfortable chair for their rest.

Note: Schedule of charge is liable to change without prior notice.

3.9 Quality Initiatives

Apollo Clinical Excellence (ACE)

Division of Innovation and Clinical

Excellence (DICE)

Infection Control Protocols

Disaster Management

Golden Hour Emergency Management

Medical Ethics

Telemedicine

38

24 hours diagnostic services

1.5 Tesla MRI MammographySpiral Whole Body CT Scanner (64 Slice) ECG

with CT Coronary Angiogram Treadmil 1

Gamma Camera EchocardiographyX-ray Units Holter MonitorColor Doppler EEGUltrasound Scanners EMGCardiac Catheterization Laboratories Health Check CentreVideoendoscopy 24 Hours Ambulance Service11 Operation Theatres Physiotherapy Centre107 Bed Critical Care UnitsPatient Rooms and Wards24 Hours Trauma Care & Emergency

Laboratory Services:

Biochemistry

Hematology

Microbiology

Histopathology

Transplantation Immunology

Transfusion Medicine

Additional Benefits:

Strengthens community confidence in the quality and safety of care,

treatment and services

Improves risk management and risk reduction

Provides education on good practices to improve business operations

Provides professional advice and counsel, enhancing staff education

Enhances staff recruitment and development

3.10 Master Health Check

39

Apollo Hospitals Dhaka, a part of Asia's largest and most trusted healthcare group,

offers a Comprehensive Health Check range.

Additional Tests

Following tests are offered at 50% discount, if undertaken with any of the packages.

1) HIV

2) Hbs Ag

3) Stool for Occult Blood

4) Prostate Specific Antigen

5) Mammography / Sono-mammography

6) FT3, FT4, TSH

7) FNAC (If required)

for details contact the front desk of MHC.

Conditions:

1. Reporting for MHC Packages must be completed by 10:00 am. 2. Up to

three free consultations with MHC packages can be obtained after

investigations report.

3. Unveiled consultation (of MHC package) will be valid up to 3 months.

4. 25% discount is applicable for extra consultation (If required) after MHC

packages are availed.

5. Reports will be delivered on the same day after 2:00 pm (If only MHC

process starts by 10:00 am).

6. In case of PSA (Male), Pap smear (Female), CA-125-Serum, CEA, AFP-

Serum, TSH and FT4 reports will be delivered on the following day. In case of

Montoux test, report will be delivered on the 3rd day.

7. MHC is closed on Friday.

40

8. Extended MHC packages are applicable for patients referred by physicians

or for their own interest.

9. Consultations for Heart Check - Cardiology only, for Diabetic Check-

Internal Medicine and Ophthalmology only, for Common Cancer Screening -

Oncology and any other as per advice.

Health Check Instructions:

The MHC Counter will open from 7:30 am.

Please fast for 12 hours prior to your appointment (you can have only plain

water during the night).

Please inform the MHC front desk if you have a history of Diabetes or

Cardiac disease.

You are requested to take your regular medication the night before MHC

Package.

Kindly bring your morning samples of stool (sterilized containers for samples

can be collected in advance from MHC Clinic) or you can come directly and

samples will be collected in the sample collection room.

Don't take any alcohol, cigarettes, tobacco or any other liquid (except plain

water) in the morning.

If you are on any medication then kindly bring it along with you (Diabetes,

Hypertension etc.).

Please bring all your medical prescriptions and previous medical records with

you.

Please wear two piece, loose, comfortable clothing and sports shoes if

possible, as you need to change clothes for X-Ray and Ultrasound.

3.11 Special Instructions for Women:

41

Pregnant women or those suspecting pregnancy are advised to inform the front desk

people and not to undergo any X-Ray tests.

Special Instructions for Stress Test:

If you need to eat before stress test, then eat a light snack only. If you are suffering

from any chest pain or breathing difficulty, please notify the nurse in advance.

Special Instructions for Abdominal Ultrasound:

Drink plenty of water before the ultrasound scan. The test requires a full bladder for

best results. Don't void prior to the scan.

Apollo Hospitals Dhaka, a part of Asia's largest and most trusted healthcare group,

offers a Comprehensive Health Check range

Apollo Master Health Check (Male/Female/Female Plus):

Recommended for men and women above the age of 16.

Apollo Executive Health Check (Male/Female):

Recommended for men and women above 25 years, for smokers and those who lead

stressful lives.

Apollo Heart Check (Male/Female):

Recommended for people with cardiac symptoms or with a strong family history.

Apollo Whole Body Check (Male/Female):

Recommended for people desiring for a more comprehensive checkup.

Apollo Diabetic Check (Male/Female):

Diabetes is controllable.

Apollo Child Check (Male/Female):

Recommended for children between the ages 4 and 16.

42

Apollo Common Cancer Screening (Male/Female):

Recommended for people who would like to be aware of the condition of their health.

Nuclear Medicine Services in Apollo Hospital Dhaka

The Nuclear medicine Service of Apollo Hospital Dhaka began from 22nd November

2005. The tests are below:

Skeletal

Gastroenterology.

Genitourinary.

Central Nervous System

Endocrinology

3.12 Technology of Apollo Hospital Dhaka

The 64 slice CT Machine the most advance CT Machine in South-east

Capable of doing advanced Ct Angiogram is now available in Apollo Hospital

Dhaka.

The scanner, which has four times as many detectors as a typical multi-

detector CT scanner, combines unrivaled image quality with remarkable

speed. It can produce detailed pictures of any organ in a few seconds and

provide sharp, clear, three-dimensional image, including 3-D views of the

blood vessels in an instant.

A 40-slice scanner collect images covering 20 to 32 millimeters in a single

pass and a tightly packed 64-slice device can cover about 40 millimeters at a

pass, which take 0.4 seconds.

At that rate a 64-slice scanner can gather a high-resolution image of a heart,

brain or a pair of lungs in about five seconds. A scone of the whole body

takes about 30 seconds.

The technology has been particularly exciting for studding the beating heart,

providing the first clear non-invasive image of the heart and its major vessels.

The scans can be timed to use only images gathered between contractions,

43

so that the heart and its vessels can be seen without the blurring caused by

motion.

3.13 Library

Apollo Hospitals Dhaka Library

Apollo Hospitals Dhaka Library Situated in the 12th floor. This Library is a newly

organized, started working for Apollo Hospitals Employee from June 2006 to provide

the staff with their appropriate Library materials both printed as well as Audio Visual

and services for best Development of Human Education and knowledge. This is a

modern Library have Internet Facilities and good sitting arrangement for staff to read.

Employee of the AHD can search their materials by Internet. Recently AHD Library

started getting Medical books through purchased. Library has medical journals in

various subjects also have Medical News papers and CD. Library has own Medical

magazine “Pulse”. Staff can read current Bangladeshi News papers in English and

Bangla in the Library. Arranging materials by subject Divisional pattern, processing

Physical arrangement by International standard scheme of classification DDC,

catalogue it to provide various access points, for example searching by Author,

Subject or Title. All materials organized by computer and ensure the reader to select

their necessary information in very less time. For the practical knowledge AHD

3.14 Apollo Hospitals Dhaka Information Center

Apollo Hospitals Dhaka first Information Center has been opened to day (25-11-05)

by Mr. Richard Larison, CEO, and Apollo Hospitals Dhaka. It was an excellent

opening ceremony where senior management and some staff of AHD and STS

Group were present. Besides, journalists from print media and some local people

were also present. Next we are going to open such Information Center at Chittagong

on 02-12-05 and Rangpur on 09-12-05. Sylthet and Bogra such info center would be

also opened soon.

Apollo Information center is a place, where Apollo people are waiting to provide the

guide line to its honorable clients (Patients and the attendant) regarding the hospitals

and the services the information center will deliver the answer like- what to do? How

to do? Which way to do?

ALL PATIENTS AND THEIR ATTENDANT CAN GET FOLLOWING INFORMATION:

1. Consultant information unit wise

2. Department information (Cardiology, Neurology, Urology, Orthopedic,

Gynecology, Pediatric etc)

44

3. Tariff (OPD, IPD, MHC, & DIAGNOSTIC, OT, SURGERY, BED, Angiogram,

Angioplasty, CABG etc)

4. Appointment with the consultant & investigation

5. Consultant schedule

6. Emergency service information.

7. Ambulance support

8. Patients counseling

9. Our specialty (Infection control, Waste management, Sterilize system, Latest

technology etc)

10. Admission procedure

11. Special package rate

12. Vaccination

13. Hours of operation, Evening clinic

14. Direction about Hospital and transportation system to reach Apollo Hospitals

Dhaka Etc.

Dhanmondi Information Center

Office timing-Information Center

Saturday to Thursday (10 am to 7 pm)

(Break 1.30 pm to 2.30 pm)

Friday closed. Phone # 0173 041286

Address:

Apollo Hospitals Dhaka Information Center

Capital Market, 1st Floor, House # 22, Road # 8, Room # 32, Dhanmondi, Dhaka,

Bangladesh.

Apollo Hospitals Dhaka Plot: 81, Block: E, Bashundhara R/ADhaka 1229, Bangladesh

Tel +880 2 9891661-2 Mobile +88 01713 046684

45

+88 01713 046685Fax +880 2 9896139

+880 2 9860161+880 2 9896834

Emergency Contact Numbers: Tel +880 2 9896623Mobile +88 01911555555Ambulance +88 01714090000

PABX:+880 2 9891661~2 Emergency Ext: 7777

Email [email protected] Url http://www.apollodhaka.com

APOLLO HOSPITALS DHAKA ROAD MAP

46


47

Chapter-FourOverview of the United Hospital Dhaka in

Bangladesh

48

4.0 Overview of the United Hospital Dhaka in Bangladesh

4.1 About United Hospital

United Group, the founder of United Hospital, was established about three decades

ago in 1977. From its humble beginnings the Group has emerged today as one of the

major players in the development of the economy of Bangladesh. Its areas of

activities cover power generation, property and land development, weaving, spinning

and textiles, pharmaceuticals, land port services, travel & tourism and educational

institutions.

United Hospital has entered into a management partnership with KPJ Healthcare

Berhad of Malaysia. KPJ has an extensive network of 23 private specialist hospitals

worldwide and is now the largest group of private healthcare provider in the Malaysia

Both companies have joined forces to inculcate a philosophy that would inspire

excellence, encourage individual initiative and teamwork, harness strategic synergy

and collective focus of its resources, to be in the forefront of healthcare delivery and

development in Bangladesh


Our number one priority is to provide you with high quality healthcare in a friendly

and compassionate environment.

4.3 They are committed to......

Quality: Operating at the highest standards of safe and ethical practices and

demonstrating continuous improvement

Effectiveness: Selecting the most appropriate services to produce the desired

health outcomes

Integration: Providing clear pathways by ensuring collaboration, consultation.

effective communication with health service providers

Caring for the Community: Promoting health and providing care based on a

commitment to well being of the patients

49

Caring for Our Staff: Caring for the health of our staff and developing a culture of

trust, and training for personal growth

Research and Training: Providing an environment that promotes personal

development, learning, research

4.4 Facilities at United Hospital

The hospital building is a purpose built facility, accommodating 450 beds in wards,

cabins, emergency, ICUs, CCUs, ICCUs and other facilities. The hospital has 6

patient lifts, 2 visitors lift, and 1 VIP lift. We also have our own secured parking

facilities for over 350 vehicles so that the visitors can have a peace of mind when

they visit their dear and loved ones or when they come for medical check ups

United Hospital has 40 consultant rooms and a large number of departments to serve

the patients with various ailments including Cardiac, Gynecology, Orthopedic,

Neurology, pediatric, internal medicine, A & E, Radiology, Laboratory, Nephrology,

Physiotherapy, ENT, Ophthalmology, and Gastroenterology etc.

4.5 Reliable Automation

The hospital has a total of 12 Operation Theatres & Cathlab

These include

4 General OTs

4 Cardiac OTs

3 Gynae & Caesarean OT

1 Emergency Procedure OT

1 Cathlab.

Various facilities in the hospital are monitored through a building management

system (BMS). The floors throughout the hospital are covered with anti-static, non-

abrasive and anti-bacterial vinyl material. The Operating Theater are pre-fabricated

with a structural steel shell and join-less sealed sterile coating. The electrically

operated ICU beds are fully automated with battery backup. The modular patient

monitoring systems are fully automated with remote control option

50

All the ICUs including the isolation room, to quarantine patients with contagious

disease, are lake facing and have fully automated nurse call system to monitor

patients and provide instant service

United Hospital has set up a specially designed state-of-the-art Integrated Hospital

Information System to record and monitor all activities and to store patient

information in digital format for ease of access and long time storage

4.6 State-of-the-Art Equipment

Our state-of-art machines and equipment are setup to provide modern day facilities

to meet and satisfy the healthcare needs of the community. The hospital would meet

all its needs internally including captive power generation facility, in-house laundry,

and kitchen, pharmacy and physiotherapy facilities. For safety purposes close circuit

cameras are installed throughout the hospital to secure the entire premises

Brief information on some of the major equipments installed in the hospital to provide

you with "better than the best" service is given below:

The Radiology Department provides extensive services to our patients with the latest

state-of the art equipments including true 64 Slice CT Scanner and the 1.5 High

Definition MRI systems. The department is also equipped with other latest machines

like the digital mammography, 500MA and mobile x-rays 4D, color and portable

ultrasound

VTC: 64 Slice CT Scanner System is the world's first clinical volume CT system that

represents a revolution in CT scanning

HDMR: Sigma EXCITE 1.5 T (HDMR) with 16 Channel MRI system is a

comprehensive and scalable platform for premium performance in neurovascular,

cardiovascular, abdominal and orthopedic imaging. It is the only high definition MR

system available in Bangladesh.

4.7 Sophisticated and Accurate

The ultra clean pre-fabricated Modular OT with world class Berchtold OT Ligth with

Cam vision

51

4.7.1 Laboratory and Cath lab

The Innova 2000 Flat panel digital cardio-vascular imaging system is a fully

integrated system

4.7.2 Laboratory equipments include

Sophisticated & Accurate Olympus AU 640 Biochemistry Analyzer

Sysmex Hematology Analyzer

Abbott Immunoanalyzer

Sabia's Electrophoresis Analyzer

4.8 Board of Directors

MR.HASAN MAHMOOD RAJA

CHAIRMAN

MR. AHMED ISMAIL HOSSAIN Vice-Chairman

MR. FARIDUR RAHMAN KHAN

MANAGING DIRECTOR

MR. AKHTER MAHMUD RANA DIRECTOR

MR. K. M. A. SHAMIM

DIRECTOR

MR. ABUL KALAM AZAD DIRECTOR

Mr. Md. Badrul Ahsan , DIRECTOR

Lt. Col. Rafiqul Hasan (Retd.)

DIRECTOR

Mr. Khaled S. Ahmed DIRECTOR

Major (Dr.) Md. Rezaul Haque (Retd) DIRECTOR

Datin Paduka Siti Sadiah Sheikh Bakir DIRECTOR,

Mr. A. F. M. Shafiqul Hafiz DIRECTOR,

Mr. Nasiruddin Ahmad Chowdhury DIRECTOR,

Mr. A. K. M. Rafiqul Islam DIRECTOR,

52

4.9 Direction for Several Services

Basement Operation and Administration.

Human Resource Department.

Information Technology.

Medical Record.

PABX.

Medical Purchase.

Laundry.

Store.

Staff Cafeteria.

Attendent Cafeteria.

Waiting Room

4.9.1 Extended Basement Level-1

Car Parking

4.9.2 Basement Level-2

Parking In Future

4.9.3 Ground

Admission.

Information.

Registration.

Report Delivery.

Pharmacy.

Out Patient Counter.

Radiology.

City Scan.

MRI.

X-Ray.

Mammography.

Emergency.

OPD-1.

OPD-2.

OPD-3.

53

Ultra sonogram.

Blood Bank.

Engineering Department.

Generator Room and Prayer Room.

4.9.4 1st Floor

Accounts Department.

Executive Screening.

ECG, ECHO, ETT, Endoscopy.

OPD-4.

Cafeteria.

Cathlab.

Cardiac OT.

CICU.

Prayer room (Women)

4.9.5 2nd Floor

CSSD.

General OT.

Haemodialysis.

Male and Female Ward.

Laboratory.

Physiotherapy.

CCU.

Post Cath.

Pre Cath

4.9.6 3rd Floor

Nurses Station.

NICU.

Nursery.

Maternity Ward.

Paediatric ICU.

54

Cabin

4.9.7 4th Floor

Cabin-Wing A.

General Cardiac Patient Ward-Wing B

4.9.8 5th Floor

Doctors Room.

Store (General and Medical).

Training Room

4.9.9 7th Floor

Cabin

Meeting room

4.10 For Patients

From the moment you arrive at United Hospital, you become part of a long tradition

of distinguished health care. We want your experience at United Hospital to be as

pleasant and as comfortable as possible.

Use the information provided here to learn more about the services and resources

that are available to our patients and visitors. We thank you for choosing United

Hospital for your health care.

4.11 Our Hospital Stay

As the premier full-service acute care hospital in the Bangladesh, we take our role

very seriously and accept that we work harder each year to achieve our mission -

which is to provide excellent care to everyone who needs it. Our patients and the

people of our community can expect to receive quality care when they are sick, as

well as vital educational and support services to help them prevent injury or illness

and lead healthy, productive lives

55

We know, however, that good care involves more than good medicine. That's why

our concern for you extends to every aspect of your stay. We want your experience

at United Hospital to be as pleasant and as comfortable as possible

We understand that entering a hospital can be confusing and overwhelming for

patients and their loved ones. That is why we place great importance on being a

"family-centered" hospital. Our staff is committed to providing outstanding and

compassionate care to each and every one of our patients and is also sensitive and

responsive to the issues facing their families and support network

Knowing as much as possible beforehand can help ease stress. You can use this

section of the website to familiarize yourself with United Hospital before your

scheduled procedure, whether it is for outpatient services or inpatient care. This

section can inform you about a wide range of topics, such as hospital call bell,

television and telephone service, and visiting hours

4.12 Billing

Financial Arrangements

Financial accounts are maintained by the billing department on a daily basis. Our

trained professional staff will make every effort to assist you with questions and

concerns about your billing information. You will be presented with statement/bill prior

to your discharge and your expected to pay all your dues through the hospital cashier

before leaving the hospital. You should ensure that receipts are obtained. Because

delayed charges may occur. you may receive an additional bill for charges not

included in the original bill. Patients admitted in the Hospital will need to make a

deposit based on certain criteria, which will be explained to you at the time of

admission, for any non-covered services or deductible at the time of your admission

You need to clear all bill before discharge certificate is issued, which you will need to

show to the nursing Supervisor prior to leaving the hospital.

Payments up to a maximum amount of Taka 100,000 (One hundred thousand) are

accepted by Credit Cards, except for the pharmacy bills, which need to be paid

upfront in cash. We accept Credit Cards and Debit Cards issued by Bangladeshi

banks

4.13 Going Home

56

Doctor will decide discharge day. One of the keys to a successful recovery is having

realistic expectations about how long it will take on you to feel better. Give yourself a

chance to adjust both physically and emotionally. You will be given specific

instruction on how to care for yourself after hospitalization. If you have any questions

about your care after discharge, please ask your doctor or nurse.

4.14 Rules and Regulations For In Patients of UHL

Visiting Hours

For Cabin & Ward 12:30pm to 02:00pm & 05:30pm to 08:30pm.

For ICU & CCU 12:30pm to 02:00pm & 05:30pm to 07:30pm.

Duration for Stay

For Cabin & Ward 20 Minutes.

For ICU & CCU 10 Minutes.

4.15 Medical and Professional Services

Blood Bank

Many patients are eligible to donate blood for their own use (autologous donar). Ask

your physician for information about whether or not you can be an autologous donar

Cardiac Rehabilitation

The Cardiac Rehabilitation program will assist you in achieving and maintaining a

healthy life-style. You wil have the opportunity to learn more about your own cardiac

disease, to become more aware of your risk factors, and you wil be educated in the

most beneficial way to exercise after having a cardiac event

Cardiopulmonary

57

Certified therapists and technicians identify and treat breathing and lung problems,

administering breathing and oxygen treatments and monitoring patients requiring

mechanical ventilation. The department also provides ECG testing and EEG testing

as well as a pulmonary rehabilitation program

Intensive Care Unit

Our Intensive Care Unit is designed to provide a concentration of skills, state-of-art

equipment and facilities. Highly skilled and specially trained critical care nurses

directed by physicians and supported by other members of our healthcare team are

dedicated to delivering the highest level of medical care possible.

Emergency Services

The Emergency Services Department is a 24-hour, full service emergency

department, responding promptly with the highest degree of commitment to

delivering quality emergency care. Specialty rooms are maintained to handle cases

of cardiovascular illness, trauma, orthopedic injuries and pediatric patients. Specially

trained emergency nurses trained in Advanced Cardiac Life Support (PALS) support

our physicians

Laboratory

The hospital offers a full-service laboratory that is staffed 24 hours a day, seven days

a week for inpatient services. On Fridays and holidays, the laboratory is closed for

outpatient services except for the Emergency Department

Maternity Centre

Having a baby is an important and exciting time! The team of Maternity Centre

physicians and nurses are proud to provide you with excellent care during this

special time in your life

Medical Records

Medical records, both in digital format as well as hard copies, are maintained for

every individual evaluated or treated at the hospital. Medical records furnish

documentary evidence of the hospital and are maintained for your benefit as well as

that of the medical staff and the hospital

58

Nutrition Services

Dieticians are available to help with any nutrition related questions or concerns you

may have about your diet. A wide variety of nutrition services are available and are

individualized according to patient needs

Radiology & Imaging Services

The Radiology and Imaging Department provides extensive services to our patients

including mammography, diagnostic x-rays, ultrasound, CT scans and MRI.

Surgical Services

We offer a broad range of outpatient, same day and inpatient surgeries. Our staff

ensures that you receive excellent care throughout your surgical procedure and

hospital stay

We pride ourselves on having some of the best doctors and

nurses in our OPD

Patient attending for the first time have to fill out the registration form and submit it to

the registration desk officer and he/she will complete the registration formalities. After

getting registration card, patient can get an appointment or consult with an SHO

(senior house officer) for their desired consultant

4.16 United Hospital has 5 OPDs

OPD

Location

Services

OPD-1 Ground FloorSurgery, Medicine, Nephrology, ENT, Gastroenterology

OPD-2 Ground Floor Gynae, Pediatrics, Neonatology, Nuclear Medicine

OPD-3 Ground Floor Neurosurgery, Orthopedics

OPD-4 First Floor Cardiology

OPD-5 First Floor Diabetics, Hormone & Obesity Center

Contact

59

United Hospital LimitedPlot 15, Road 71, GulshanDhaka 1212, Bangladesh

Phone Numbers PABX :

+880 2 8836000-10 +880 2 8836434-44

Emergency :

+880 2 8836000-10(8066) +880 2 8836434-44(8066)

Mobile 01914001234

Ambulance Service :

+880 01914001326

60

61

Chapter-FiveOverview of the Square Hospital Dhaka in

Bangladesh

62

5.0 Overview of the Square Hospital Dhaka in Bangladesh

5.1 A Token of Gratitude to the Nation

Fifty years of hard work and commitment have brought us where we are today. We

are aware of our responsibility as the most respected business organization of the

country. We have spared no efforts to make SQUARE Hospital worthy of the nation's

trust and confidence. While many Bangladeshis are going abroad to seek quality

healthcare services at a cost of valuable foreign currency, SHL will contribute to

reducing this outflow.

5.2 Square Hospital Ltd.

SQUARE Hospitals Limited, a concern of Square Group is a 300-bed tertiary care

Hospital. This hospital is an affiliate partner of Methodist Healthcare, Memphis,

Tennessee, USA, Christian Medical Collage, Vellore, India and Care IVF centre,

Singapore. Our vision is that SQUARE Hospital will become the location of choice for

Bangladeshis and people of south and Southeast Asia for quality healthcare and an

integrated centre for clinical services, medical and nursing education and research.

5.3 Hospital Overview

Square Hospital

Square Hospital, Dhaka, Bangladesh, a concern of Square Group is a 300 bed

tertiary care hospital. The hospital is an affiliate partner of Methodist Healthcare,

Memphis, Tennessee, USA, Christian Medical College, Vellore and Care IVF (Invitro

fertility centre) Centre, Singapore. Our vision is that Square Hospital will become the

location of choice for Bangladeshis' and people of South and Southeast Asia for

quality healthcare and an integrated centre for clinical services, medical and nursing

education and research

63

Location

SQUARE Hospital is located in the heart of Dhaka aiming to serve greater portion of

the city. At present it comprises of two buildings on either side of Panthapath

connected by an over bridge.

Building and Architecture

The main hospital building is 18 stories and is approximately 450,000 sft. The second

building (ASTRAS) is located across the street and is 16 stories with 136,000 sft. The

second building is expected to be operational late 2007/early 2008.The buildings are

in accordance with US Fire and Building safety standards.

5.4 The Astras building is organized as

Basement to third floor Car park (can accommodate 100 cars)

The remaining 9 floors will provide service for

OPD clinics

Day surgery with recovery rooms

Nuclear medicine

Expansion of physiotherapy and rehabilitation services

Nursing education

Telemedicine

Stroke Centre

Expansion of foundation beds


Mission: Deliver QUALITY health care within 5 CORE standards

Adhering to high ethical and moral standards at all times

Making service quality top priority in all we do

Training staff to work within a quality care environment

Providing quality health care service in all processes

Delivering customer satisfaction through quality service

5.6 Square Group

64

SQUARE GROUP is one of Bangladesh's most respected businesses House. Set up

in 1958, Square Pharmaceuticals Ltd, the flagship company lies at the core and is

the market leader in pharmaceutical Industry since 1985. With an average annual

turnover of over US Dollar 230 million and workforce of about 12,000, The SQUARE

Group is a true icon of the Bangladesh business sector.

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

delivering the highest possible level of care. For this, huge investment has been

made on equipment and technology. We have successfully recruited consultants

from USA, UK and quality hospitals in the Middle East. About half a dozen physicians

are coming from CMC, Vellore. Bangladeshi physicians with impeccable reputation

are also part of the medical team. Huge emphasis has been made on quality nursing

services, for which we have trained over a hundred nurses for more than a year. We

have nurses, educators from Australia, UK, India and The Philippines. Nurses and

technicians have already received training from CMC Vellore and it continues to be

and on-going process. Medical services will be provided as both outpatient and

inpatient services as well as an Ambulance service. Dental services are also

incorporated within the medical services.

5.7 OPD Services

The outpatient department of the hospital can serve 1200 patients per day through

60 examination rooms. To ensure optimum healthcare-hospitality, the patients are

closely monitored in their waiting times in outpatient clinics, emergency and

admissions.

Outpatient Facilities

60 fully-equipped medical consultation & exam rooms

100+ foreign-trained medical & nursing specialists

Open daily - convenient early morning / afternoon / late evening hours

Medical Specialties

65

Internal Medicine

Cardiology

Pulmonary Medicine

Gastroenterology

Pediatrics & Neonatology

Neurology

Hematology

Nephrology

Endocrinology

Hematology

Dermatology

Rheumatology

Physical & Rehabilitation Medicine

Infectious Diseases

Geriatric medicine

Diagnostic & Interventional Radiology

Clinical Pathology

Medical Oncology

General Surgery

Cardiovascular & Thoracic Surgery

Neonatal & Pediatric Surgery

Obstetrics & Gynecology

Otolaryngology(Ear/Nose/Throat)

General & Cardiac Anesthesiology

Minimal Invasive Surgery (MIS)

Neurosurgery

Orthopedic & Joint Surgery

Hepato Biliary Surgery

Colorectal Surgery

Urology

Surgical Oncology

Dental & Maxillofacial Surgery

Ophthalmology

Plastic Surgery

Emergency Medicine & Trauma Surgery

66

All hospital services are carried out with the support of the Hospital Information

system, especially tailored to meet the requirements of our staff and patients.








have nurses, educators from Australia, UK, India and The Philippines. Nurses and





5.8 IPD Services

Inpatient Facilities

300 beds

Large, comfortable, full-furnished suites and deluxe patient care rooms

Large, clean, modern private & semi-private rooms

Cable TV & telephone services

Specialized hospital beds with all state-of-the-art medical outfits

Central gas system (piped oxygen in all units)

24-hour nurse call & monitoring system

Dietitian supported meals

5.9 ICU, CCU, NICU, PICU, CSICU, SICU

Labor and Delivery Unit

State-of-the-art Operating Theaters

State-of-the-art Cardiac Catheterization Lab.

Critical Care

67

SHL is well-aware of the inadequate critical care services in Bangladesh. The ER,

ICU and CCU are exceptionally well designed to rectify this. All ambulances will be

staffed with trained paramedics. Two rooms in ER are dedicated as trauma rooms.

Emergency Services

24-hour Emergency & Trauma Services with Express TRIAGE &

Resuscitation area

Emergency Cardiac Care Specialists

Trauma Surgery Specialists

24-hour Ambulance Service

Regional Helicopter Transport Service

When a patient arrives at the ER, s/he will be seen at the ER triage area. Critical

patients will immediately be sent to the area next to the triage area which is

composed of 4 beds with intensive care facilities. Non-critical patients will travel to

basement 1 via the lift located at the ER triage area. The lift connects the ER area to

floors above where the patient can be transferred to ICU, CCU, OR and obstetric

floor. This lift will not be used for any other purpose.

Coronary Care Unit (CCU)

A coronary care unit (CCU) is a hospital ward specialized in the care of patients with

heart attacks, unstable angina, heart failure and various other cardiac problems that

require continuous monitoring and treatment.

Intensive Care Unit (ICU)

Intensive care unit is one in which patients requiring close monitoring and intensive

cares are housed for as long as needed. Our ICU contains highly technical and

sophisticated monitoring devices and equipment, and the staff in this unit is educated

to give critical care as needed by the patients. The ICU and CCU are designed in a

way where the nurses and physicians are situated in a central position with rooms

around them. Patient vitals can be monitored with a central monitor.



68








have nurses’ educators from Australia, UK, India and The Philippines. Nurses and





5.10 Ancillary Services

Pathology

The most up-to-date diagnostic laboratory in the country is located at SH. The

laboratory is equipped with excellent analyzers. To support tumor diagnosis Flow

cytometry and immunohistochemistry is being set up. Modern techniques not

typically available in Bangladesh in areas such as Blood Bank and Surgical

Pathology are being implemented. Examples include automated tissue processor,

automated strainers, gel cards for blood bank, component preparation. Frozen

section facilities will be available round the clock.

Radiology and Imaging

In addition to all standard modern radiology equipments, SH offers two CT scanners

(54-slice and 16-slice). We are thus capable of performing quality CT Angiograms. A

1.5 Tesla MRI machine is in place. Radiology also offers Bone densitometry scan,

portable X-rays, ECHO and USG to meet patient requirement whenever and

wherever necessary. Level 7 of the main building is dedicated to women services.

This area is equipped with its own ultrasonography and mammogram. To facilitate

patient diagnosis and treatment, PACS (Picture Archiving and Communication

System) is in place. This enables us to store and recreate 3-dimensional images.

Images can be sent anywhere in the world for second opinion. Patients may obtain

images in CDs.

69

Diagnostic Facilities include

1.5-Tesla Supercon. MRI

64-slice CT Scan

16-slice CT Scan

Digital X-ray, BMD

ECG, ECHO, ETT, EEG, EMG, NCV

24-hour Holter Monitor

24-hour Ambulatory BP

Mammography

4D Ultrasound

Pulmonary Function Test

Endoscopy, Bronchoscopy, ERCP

State-of-the-art clinical laboratory

Home & office service



Service Support Facilities

Professional USA-standard housekeeping & cleaning services

24-hours pharmacy services

Convenient & secured car parking garage

Full-service cafeteria & snacks café

Cyber corner - computer info access

Flowers, fruits, books & gifts shop

USA-standard safety & security system

Prayer rooms



Physicians

70

Anesthesiology

Cardiac & Vascular Surgery

Cardiology (Interventional)

Chest

Dermatology

ENT and Head & neck Surgery

Executive Health Check Up

Emergency (ER)

Gastroenterology

General Surgery

Nephrology

Neuro Surgery

Neurology

OBGYN

Oncology

Ophthalmology

Psychiatry

Physical Medicine

Radiology

Urology

Endocrinology

Pathology & Laboratory Medicine

Pediatric Surgery

Pediatrics

Internal medicine

Cardiac & Vascular Surgery

Cardiology (Interventional)

Chest

Orthopedics

ICU

IVF (Square Fertility Centre)

Neonatology (NICU)

Patients Welcome

71

http://www.squarehospital.com/Neonatology.html

http://www.squarehospital.com/ivf.html

http://www.squarehospital.com/icu.html

http://www.squarehospital.com/Orthopedics.html

http://www.squarehospital.com/chest.html

http://www.squarehospital.com/cardiology.htm

http://www.squarehospital.com/Cardio.html

http://www.squarehospital.com/Internal_medicine.html

http://www.squarehospital.com/Pediatrics.html

http://www.squarehospital.com/Pediatric_Surgery.html

http://www.squarehospital.com/Pathology_Laboratory_Medicine.html

http://www.squarehospital.com/ndocrinology.html

http://www.squarehospital.com/Urology.html

http://www.squarehospital.com/Radiology.html

http://www.squarehospital.com/Physical_Medicine.html

http://www.squarehospital.com/Psychiatry.html

http://www.squarehospital.com/Ophthalmology.html

http://www.squarehospital.com/Oncology.html

http://www.squarehospital.com/OBGYN.html

http://www.squarehospital.com/neurology.html

http://www.squarehospital.com/Neuro_Surgery.html

http://www.squarehospital.com/Nephrology.html

http://www.squarehospital.com/General_Surgery.html

http://www.squarehospital.com/Gastroenterology.html

http://www.squarehospital.com/er.htm

http://www.squarehospital.com/execheck.html

http://www.squarehospital.com/ent.html

http://www.squarehospital.com/Dermatology.html

http://www.squarehospital.com/chest.html

http://www.squarehospital.com/cardiology.htm

http://www.squarehospital.com/Cardio.html

http://www.squarehospital.com/Anesthesiology.html

We have instant information service on 24 hour basis provided by our dedicated

Customer Service Officers available at all times to provide information for everyone

by phone or walk in with a smile. Please feel free to contact us for any query,

assistant or doctors appointments.

Room Category

Suite

Single Deluxe

Single Standard

Semi Private (Double Bed Room)

Facilities

Large, Clean, Modern, Furnished & Comfortable room.

Cable TV & telephone service.

Specialized hospital bed with all state of the art medical outfits.

Central gas system (Piped oxygen in all units).

24 hours nurse call & monitoring system.

Dietitians supported meals.

Ward Facilities

Specious

Specialized hospital bed with all state of the art medical outfits.

24 hours nurse call monitoring system.

Central gas system (Piped oxygen in all units).

Dietitians supported meals.

Cafeteria

We have an international standard CAFETERIA at ground floor. We serve fresh and healthy food

5.11 Visiting Hours

Working day

72

Morning

11:00 AM to 1.00 PM 11:00 AM to 12:00 NOON for ICU/CCU/NICU/PICU

Evening

4:30 AM to 7:30 PM 4:30 AM to 6:30 PM for ICU/CCU/NICU/PICU

Friday/Holidays

Morning

11:00 AM to 1:00 PM 11:00 AM to 12:00 NOON for ICU/CCU/NICU/PICU

Evening

3:30 PM to 7:30 PM 4:30 PM to 6:30 PM for ICU/CCU/NICU/PICU

Car Parking Basement - Two : 35 Units Basement - Three : 40 Units

Basement to third floor Car park (can accommodate 100 cars) in our ASTRAS building.

CODE NAME OF PACKAGE Price in (Tk.) Introductory Price

CODE NAME OF PACKAGEPrice

in (Tk.)

Introductory

Price

SHL-DER-PAC-001SUCTION BLISTER GRAFTING IN

VITILIGO PACKAGE22,500 15,000

SHL-DER-PAC-002SPLIT THICKNESS GRAFTING IN


SHL-DER-PAC-003MINIATURE PUNCH GRAFTING IN


Package Includes

1. 8 hours IN Day Care bed

2. Surgeon/Doctor and Asst. Surgeon/doctors fees.

3. One OPD Consultation and one follow-up Fees

73

4. Lab Investigation: One CBC, FSB / RBS

5. OT/Equipment charges

6. Nurse and Technician fees

7. General Consumables (Disposable)

Package Excludes

1. Bed charges for stay beyond the duration of the package.

2. Medicine, Major consumables and Medical Gas

3. Any Other Lab Investigation beyond the package

4. VAT

SQUARE Executive Health Check (Male)

• CBC • ESR • FBS • Creatinine

• Urea • Electrolytes • Uric Acid • Lipid Profile

• Total Bilirubin • SGOT • SGPT •Alkaline Phosphates

• PSA • Urine R/E • X-Ray Chest • ECG

Consultation with physician

Package Price (TK.): 6,525

Note:

• Package includes complimentary breakfast.

• Package Price is excluding VAT.

SQUARE Cardiac Check-up (Male/Female)

• CBC • ESR • FBS • Creatinine

• Urea • Electrolytes • Uric Acid • Lipid Profile

74

• Total Bilirubin • SGOT • SGPT • Alkaline Phosphat

• STP.AG Ratio • CRP • Homocystine • Apolipoprotien A



Note:



SQUARE Diabetic Health Screening

Annual Screening:

• FBS • CBC • ESR • Urea

• Creatinine • S.Electrolytes • Lipid profile • Urine R/E

• HbA1C •CreatinineClearance • Chest X-ray • ECG

• Consultation fee


Optional package

TUMOR PROFILE (Female)

• Alpha Feto Protein (AFP) • Beta HCG

• Carcinoembryonic antigen • CA 15.3

• CA 19.9 • CA 125

Package price (Tk.): 4,950

Note: Package Price is excluding VAT

SQUARE Liver Screen (Male/Female)

• CBC • Alkaline Phosphates • HBS Ag

• S. Bilurbin • A:G Ratio • Anti Hbs

75

• SGOT • Prothrombin time • Anti HBc

• SGPT • Anti HCV • USG of Upper Abdomen

• Consultation With Physician

Package price Tk. 6,325

Note: Package price is Excluding VAT

SQUARE Executive Health Check (Female)

• CBC • ESR • FBS • Creatinine • Urea • Electrolytes • Uric Acid • Lipid Profile • Total

Bilirubin • SGOT • SGPT • Alkaline Phosphates • Pap Smear • Urine R/E • X-Ray

Chest • ECG • USG of Whole Abdomen • Mammography • BMD



Note:



SQUARE Evidence Screen (Male/Female)

• CBC • ESR • FBS • Creatinine • Urea • Electrolytes • Uric Acid • Lipid Profile • Total

Bilirubin • SGOT • SGPT • Alkaline Phosphatase • Urine R/E • X-Ray Chest • ECG •

USG of whole abdomen



Note:

• Package included complimentary breakfast.


Semi-annual Screening

76

• FBS • CBC • ESR • Urea • Creatinine • S.Electrolytes • Lipid profile • Urine R/E

(Micro albumin/protein) • HbA1C



Hormone status (female)

• FSH • LH • Progesterone • Estrogen



Thyroid panel

• T3 • T4 • TSH



SQUARE Screening for smoker/Lung Disease

• CBC • FBS • Lipid Profile • PFT • X-ray Chest

Consultation with Physician

Package price Tk. 2,725

Note: Package price is Excluding VAT

5.12 Location Map

18/F West Panthapath, Dhaka - 1205, Bangladesh.

Phone No: 8159457 (10 Numbers), 8142431 (10 Numbers), 8141522(10 Numbers),

8144400(10 Numbers),

8142333(10Numbers), Operator Help -9,

ER T&T : 8144466, 8144477, 8144488, ER Mobile : 01713377773-5,

PABX Mobile: 01713141447, FAX: 9118921(General), 9114342(Commercial)

www.squarehospital.com

77

http://www.squarehospital.com/

Our Hotline Numbers

Phone No: 8159457 (10 Numbers), 8142431 (10 Numbers), 8141522(10 Numbers),

8144400(10 Numbers), 8142333(10Numbers), Operator Help -9.

Emergency

Lan Line: 8144466, 8144477, 8144488,

Mobile : 01713377773, 01713377774, 01713377775.

PABX Mobile: 01713141447, FAX- 9118921(General), 9114342(Commercial)

For OPD Appointment:

Ext: 2001 & 2002

For IPD Appointment:

Ext: 3141 & 3112.

Square Hospital Dhaka in Bangladesh Road

Map

78

Chapter-SixSWOT Analysis of Hospitals

79

6.0 SWOT Analysis of Hospitals

A systematic organizational analysis provides an opportunity for the steering

committee to determine at any early stage, the organization’s strengths weakness,

opportunities and threats- a SWOT analysis.

SWOT analysis also provided the hospital and the steering committee with the

opportunity to identify key situations and people to facilitate successful

implementation at the some time, highlighting potential difficulties and obstacles that

can be avoided through careful planning.

In SWOT analysis a list of strengths and weakness within the private hospitals are

given and the external opportunities and threats are written down and discussed to

the below:

6.1 SWOT analysis of Apollo Hospital Dhaka

Strengths of Apollo Hospital Dhaka

Apollo is an international recognized hospital as a result it provides all the

characteristic of a world class hospital.

Apollo Hospital Dhaka is a showcase of synergy of medical technology and

advance in IT through paperless medical report.

They provide wide range of services and specialist, equipment and

technology, ambience and service quality.

The skilled nurse, technologists and administrators at Apollo Hospital Dhaka,

aided by state-of-the-art equipment provides a congenial infrastructure for the

medical professional in healthcare of international standards.

The hospital is at the forefront of medical technology and expertise and

provides a complete range of the latest diagnostic, medical and surgical

facilities for the care of its patients.

They are committed to the achievement and maintenance of excellence in

education. Research and healthcare benefit of humanity.

Apollo Hospitals Dhaka (AHD) has earned Joint Commission International

Accreditation. Apollo Hospitals Dhaka is the first hospital in Bangladesh to

attain such exceptional distinction.

Patients’ satisfaction is also their strength.

80

Weakness of Apollo Hospital Dhaka

As we know that Apollo Hospital is a joint project of Apollo Hospitals

Enterprise Limited and STS Holdings Limited with having it’s headquarter in

U.S.A so sometimes they have to face decision making problem.

They bring all the nurses outside from Dhaka so sometimes they face

problem of sufficient nurses in the wards

Lack of qualified stuff and employee according to their expectations.

The geographical coverage is also a problem.

Opportunities of Apollo Hospital Dhaka

In Bangladesh Apollo Hospital is aided by state-of-the-art western medical

technology and provides a congenial infrastructure for the medical

professional in providing healthcare of international standards.

They have the opportunities to be an industry leader in the field of hosp[itals

sectors in Bangladesh.

They respond to the culture, social and spiritual traditions of Bangladesh.

They only provide up to data and most advanced technologies based medical

equipment and services to the patients.

They have own air-craft landing facilities. That helps to make them different

then other hospitals services in Bangladesh.

Threats of Apollo Hospital Dhaka

Apollo hospital is based on state-of-art western medical technology as a

result some patients think Apollo as an ‘Unholy Hospital’.

Apollo Hospital is a multinational organization as a result it faces lots of

Governments rules and rustications to operate there hospital activities.

All the treatment costs of Apollo Hospital are high as result everybody can not

afford the cost of treatment.

They brings all the specialist and doctors from abroad as a result frequent

change of doctors, requiring repeated briefing problems occurs.

6.2 SWOT analysis of United Hospital Limited

81

Strengths of United Hospital Limited

Strengths that separate United Hospital Limited from others hospital of the country

are:

Continuing improvement program.

Arrangement for performing PTCA.

Mobile ICU.

Hospital service quality.

Promotional effectiveness and Patients retentions are also their major

strength.

Electro physiology study.

Integrated Hospital Information System.

Continuing medical education.

Weakness of United Hospital Limited

Shortage of adequate numbers of nurses.

Lack of trained stuff and employee.

Lack of skilled technical manpower.

Lack of clinical champion for the pathway program.

Geographical coverage of all patients

Opportunities of United Hospital Limited

As a local private hospital they provide Intensive care services to their

patients.

They continuous developing more sophisticated technology.

United is a multi-diversify group so have a lots of options or opportunities to

open new markets for hospital.

They also can fain additional revenue through providing consultations and

educational package to other hospital and organizations.

Threats of United Hospital Limited

82

Political unrest and economical threat.

They can not bring trained nurses from abroad due to government legislation.

Inadequate financing and resources to meet future needs.

They have to face higher cost of treatment so that they can not get enough

patients from rural areas.

Some times they face problems to bring qualified doctors and specialized

team members from abroad due to Government legislations.

6.3 SWOT analysis of Square Hospital Limited

Strengths of Square Hospital Limited

Square hospital is one of the best local private hospitals in Bangladesh.

They committed to provide best services that similar with the

international standard services.

They committed to give each patient the best care keeping in mind the

motto ‘we serve by our acts.

They always support from medical board.

A commitment of the hospital top management to quality improvement.

Patients centered nursing system in practice on the wards.

They establish the hospital in the middle of Dhaka city so that they

cover all the geographical coverage.

Their promotional effectiveness and patients’ retention are also their

strength.

Weakness of Square Hospital Limited

Lack of trained stuff and employee.

Shortage of education nurses.

Pricing is little bit high.

Opportunities of Square Hospital Limited

They developing more sophisticated technology.

83

Their intensive care service is high class.

Customer positive reaction is favor to them.

They use pathways could potentially improve the quality of care

through the practice of evidence based medicine.

Threats of Square Hospital Limited

Political unrest and government legislations.

They have to purchase advance medical equipment from abroad for

that they have to face restrictions of government.

Some treatment cost is so high so that poor patients can not afford its

expense.

Some time they also face social threats.

The following SWOT factors are rated by the selected hospital

1= Not at all Important. 2= Not so Important.3= Important. 4= Very Important. 5= Extremely Important

Factors Square Hospital

Apollo Hospital

United Hospital

Hospital reputation

5 5 5

Service quality

5 5 5

Patients satisfaction

5 5 5

Pricing effectiveness

4 3 4

Geographical coverage

5 2 3

Government legislations

2 3 2

Social threats 2 2 2

84

Chapter-SevenComparative Analysis of the Promotional

Strategies

7.0 Comparative Analysis of the Promotional Strategies

7.1 Promotional Budget

85

Square Hospital, Apollo Hospital and United Hospital are basically followed the

Objective –and-Task Method Budget. They set what they want to accomplish with

promotion. First they define specific promotion objectives. Than determining the

tasks needed. And finally they are estimating the cost.

Total promotional expenses in 2009

In 2006, Square Hospital expenses 12000000 Taka, Apollo hospital 1000000 and

United Hospital 8000000 in Advertising. In Sales promotions Square Hospital

expenses 9000000, Apollo Hospital 7500000 and United Hospital expenses

6000000. Public Relation Square Hospital expenses 4500000, Apollo Hospital

expenses 3750000 and United Hospital expenses 3000000. United Hospital

Expenses Personal selling 2000000. Square Hospital Expenses 3000000 and Apollo

Hospital Expenses 2500000. In Direct Marketing Square Hospital Expenses

1500000. Apollo Hospital Expenses 1250000 and United Hospital expenses 1000000

Total promotional expenses in 2009

86


United Hospital 10000000 in Advertising. In Sales promotions Square Hospital


7500000. Public Relation Square Hospital expenses 5250000, Apollo Hospital


Expenses Personal selling 2500000. Square Hospital Expenses 3500000 and Apollo

Hospital Expenses 3000000. In Direct Marketing Square Hospital Expenses

1750000. Apollo Hospital Expenses 1500000 and United Hospital expenses 1250000

7.2 Promotional Mix Elements

The selected private hospitals are rate the important of the following promotional

elements that motive their patients best.

87

1= Not at all Important. 2= Not so Important.3= Important. 4= Very Important. 5= Extremely Important

Promotional elements Square

Hospital

Apollo

Hospital

United

Hospital

Average

Advertising 4 3 3 3.3

Sales Promotion 4 4 4 4

Public relation 3 3 3 3

Personal selling 3 5 4 4

Direct marketing 5 5 5 5

In here, Advertising is the very important promotional elements for Square Hospital

but for Apollo and United hospitals advertising are important elements .so advertising

is in between important and very important. Sales promotion is very important

element for all the selected hospitals. Public relation is important promotional

elements of all the hospitals. Personal selling Apollo hospitals rate extremely

important elements. United hospital rate very important element and Square Hospital

rate an important promotional element. Direct marketing the entire selected hospitals

rate as an extremely important promotional mix element.

7.3 Advertising Budget

In most cases informative advertising is their advertising objective. In here I show

what amount they expenses in the advertisement purpose

Advertising Budget in 2009


United Hospital 2400000 in Broadcast media. In Print media Square Hospital


2800000. Outdoor media Square Hospital expenses3600000, Apollo Hospital

88


Expenses in Internet 320000. Square Hospital Expenses 480000 and Apollo Hospital

Expenses 400000. And other media purposes Square Hospital Expenses 120000

Apollo Hospital Expenses 100000m and United Hospital expenses 80000 taka.

Advertising Budget in 2009


United Hospital 3000000 in Broadcast media. In Print media Square Hospital


3500000. Outdoor media Square Hospital expenses 4200000, Apollo Hospital


Expenses in Internet 320000. Square Hospital Expenses 560000 and Apollo Hospital

Expenses 480000. And other media purposes Square Hospital Expenses 140000

Apollo Hospital Expenses 120000m and United Hospital expenses 100000 taka.

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Chapter-EightRecommendation

8.1 Recommendations

Need for specialized marketing staff has gained momentum in the hospital

industry.

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Developing and implementing customized action plans designed to increase

better services and promotional activities.


They must skillfully use the mass-promotional tools of advertising, sales

promotion and public relations.


Routing meetings with key clients and Post-donor and post-referral follow-up.

Analyzing the feedback from regular customer satisfaction survey can

definitely help building the image.

To increase more advertising includes print, broadcast, Internet, outdoor, and

other forms so that people can get more information about them.

They have to improve on various health topics and creating awareness

through media to market themselves as it is a powerful tool today.

8.2 Conclusion

Like a mature organization private hospitals now began marketing activities which

requires a well though out plan and full implementation. Though the current products

or services private hospitals are serving markets and trying to gain more patients day

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by day. Some are forwarding towards diversification. For example United Hospital

has lots of opportunity or options to develop new products and new services in the

market. The opportunities of private hospitals are international recognition, integrated

hospital information stem (HIS), mobile ICU and so on. Weaknesses are mainly

decision making problem, lack of sufficient skills resources like manpower, nurses

etc.

In Bangladesh provides a congenial infrastructure for the medical professional in

providing healthcare of international standards. They also can gain additional

revenue through providing consultations and educational packages to other hospitals

and organizations. They are also facing threats like excess treatment costs political

turmoil and other economical issues.

Apollo and United Hospital treat direct marketing is a very important promotional tool.

To motive the patients Square Hospital rate the public relation, direct marketing, and

personal selling as very important promotional tools. They realize they should give

more emphasis on advertising and sales promotion actions. To place it in the top

most position, private hospitals can expand brand portfolio and sustainable

competitive advantages in the health sector arena.

It is apparent from the results that private hospitals are playing a meaningful role in

Bangladesh, justifying their existence, continuation and growth. However, before

unleashing the forces of privatization in this sector more widely, it must be noted that

private hospitals have been known to reduce quality by reducing inputs, to disregard

social pricing considerations or, worse, to try to increase their profits by providing

services that are unnecessary or even harmful (Van der Gaag 1995). This therefore

needs careful consideration.

Appendix

References

92

1. Kotler Philip. (2006), “(The Principle of Marketing)” 11th edition, p 427, p

440.

2. Kotler Philip. (2006), “(The Marketing Management)” 12th edition, p 152.

p 329.

3. Andaleeb Syed Saad, (Public and private hospitals in Bangladesh:

service quality and predictors of hospital choice) p 101.

4. www.Yahoo.com.

5. www.apollodhaka.com

6. www.uhlbd.com

7. www.squarehospital.com.

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http://www.squarehospital.com/

http://www.uhlbd.com/

http://www.apollodhaka.com/

http://www.Yahoo.com/

Survey Questionnaire onMarketing Promotional Activities of Private Hospitals.

Name of the Respondent:…………………………………

Name of the Hospital:……………………………………..

Address:…………………………………………………..

……………………………………………………………

…………………………………………………………..

Contact Number:…………………………………………

94

Qno-1: Please rate the important of the following promotional elements that motivate your patients best?

Promotional elements

Not at all Important

Not so Important

Important Very Important

Extremely Important

Advertising 1 2 3 4 5Sales promotion

1 2 3 4 5

Public relation 1 2 3 4 5Personal selling

1 2 3 4 5

Direct marketing

1 2 3 4 5

Qno-2: Please rate the important of the promotional tools that are used in your organization to attract patients?

Promotional tools


Not so Important


Extremely Important

Package treatment facility

1 2 3 4 5

Continuity program

1 2 3 4 5

Discount 1 2 3 4 5Low-cost treatment

1 2 3 4 5

Qno-3: Please rate the important of the media you use for advertising purpose?

Types of Advertising


Not so Important


Extremely Important

Broadcast media

1 2 3 4 5

Print media 1 2 3 4 5Outdoor media

1 2 3 4 5

Internet 1 2 3 4 5

Qno-4: How much did you spend in advertising purpose in last year?

Types of Advertising Total expenses2006 2007

Broadcast mediaPrint mediaOutdoor mediaInternetOthersTotal

95

Qno-5: Please rate the important of the functions your hospital practice for public relation?

Function Not at all Important

Not so Important


Extremely Important

Public affairs 1 2 3 4 5Charitable donation

1 2 3 4 5

Press relation

1 2 3 4 5

Financial aid 1 2 3 4 5

Qno-6: Please rate the important of the major public relation tool of your hospital?Public relation tool


Not so Important


Extremely Important

Seminars 1 2 3 4 5Special event

1 2 3 4 5

Create favorable news

1 2 3 4 5

Press relies 1 2 3 4 5

Qno-7: How does the hospital decide on each promotional budget?

Affordable method Percentage of sales method Competitive parity method Objective & task method

Qno-8: In most cases which one is your advertising objective?

Informative advertising Persuasive advertising Reminder advertising Comparative advertising

96

Qno-9: How much did you spend in promotional activities in last year?

Promotional Activities

Total expenses2006 2007

AdvertisingSales promotionPublic relationPersonal sellingDirect marketingTotal

Qno-10: What is the duration to change promotional activities?

1 month. 3 months 6 months 12 months.

Qno-11: To practices in promotional activities is there any change in service quality?

Yes No

Qno-12: The following issues are the marketing factors. To what extant could you decide as there factors as strengths and weakness of your hospital?

Factors Major weakness

Minor weakness

Neutral Minor strength

Major strength

Hospital reputation

1 2 3 4 5

Service quality

1 2 3 4 5

Patients satisfaction

1 2 3 4 5

Pricing effectiveness

1 2 3 4 5

Geographical coverage

1 2 3 4 5

Promotional effectiveness

1 2 3 4 5

Patients retention

1 2 3 4 5

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Qno-13: Please mark the following opportunity factors according to their importance to your organization.

Important Opportunity


Not so Important


Extremely Important

Developing more sophisticated technology

1 2 3 4 5

Intensive care service

1 2 3 4 5

Customer positive reaction

1 2 3 4 5

Market share 1 2 3 4 5

Qno-14: Please mark the relative importance of the following threat factors of your hospital.

Important threat


Not so Important


Extremely Important

Demography threat

1 2 3 4 5

Technological threat

1 2 3 4 5

High cost 1 2 3 4 5Government legislations

1 2 3 4 5

Social threat 1 2 3 4 5

Qno-15: Which one is your most important opportunities (to satisfied patients needs and demand in external environment)?

Demographic factor. Technological forces. Social-cultural process. Economic forces.

Qno-16: Ten years from today what in your opinion, will be the healthcare scenario in Bangladesh? Please mention below:

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(Thank you very much for your kind and compassionate cooperation)

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