8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

1/25

Presented By-

TEAM 8DR. AMIT WADHWA

DR. DHEERAJ GUPTA

DR. PRASHANSA AGRAWAL

JEEVAN SURAKSHA HOSPITAL

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

2/25

Content

y Introduction of JRH

yMission & Vision of JRH

yMarketing PlanyOperation Plan

yHuman Resource Plan

yFinancial PlanyConclusion

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

3/25

About JRH..y 60 Beds Hospital

y Located in Bareilly lies in Uttar Pradesh state of

Northern India.

y Providing Primary, Secondary and a certain level of

Tertiary healthcare.y Services: Services mix

General Medicine

General Surgery

Gynaecology and ObstetricsPaediatrics

Dialysis unit working as an independent Strategic Business Unit.

Other speciality services like Cardiology Consultation, Diabetic

Consultation etc.

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

4/25

Mission of JRH

To provide appropriate, accessible, affordable andquality healthcare to people by our commitment toexcellence and leadership.

Vision of Hospital

Jeevan Surksha hospitals vision is to deliver high quality,

cost effective healthcare in the communities we serve.Jeevan suraksha should become the first choice for healthand medical services for residents of Bareilly (UtterPradesh) and maintain a unified effort in providing highquality patient focused services to the community.

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

5/25

Marketing Plan

1) Market Analysis

2) Objectives

3) SWOT Analysis

4) Marketing Strategy, Sales Plans & Projections

(market mix)

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

6/25

Market Analysis

1) Semi-Urban and Rural India accounting to 70% of the

total population.

2)Market size- The population of Bareilly is 36,18,589inclusive of urban and rural Bareilly. The growth rate (1991-

2001) was 26.96% according to census of India 2001.

3) Target Market Urban, Semi-Urban and Rural population

of Bareilly.

4) Market Segmentation: Geo, Demo & Behavioural factors

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

7/25

Geographical factors:

y Region: Bareilly lies in Uttar Pradesh state of Northern India.

y

Climate: Extreme temperatures range from 4rC to 44

rC.

Demographic factors:

y Age: More focus on Woman and Child health & Renal patients.

y Occupation: People involved in Government and Non-Government service and Businessmen.

y

Socioeconomic status: upper income, upper middle, middle & lower middle income groups.y Literacy rate: Bareilly has an average literacy rate of 81% (census of India 2005).

Behavioural factors:

y Ready to Buy- They are aware of value & quality of health services and ready to purchase

healthcare services.

y The market is segmented based on the core benefits that the consumers want i.e.

o Exclusive pre-natal, natal and post-natal care in the gynaecology and obstetrics department.

o Dialysis unit.

o Cardiac and diabetic consultation.

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

8/25

2.Objectives

Corporate objectives-

To provide highest quality of services to patients, ourstaff and community at an affordable cost.

To achieve the maximum satisfaction of patient.

To provide safe & satisfactory work environment to ourstaff.

Financial objectives:

Profit maximization.

Growth in revenue.

Growth in sales.

Cost minimization with high quality of services.

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

9/25

Market objectives:

To strengthen market position and brand equity.

To enhance the market share. High quality medical care than competitors.

To achieve high level of patient satisfaction.

Low cost medical treatment.

.

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

10/25

SWOT ANALYSIS

Strengths:o Qualified and skilled staff.

o Latest equipments.

o High quality with low cost treatment.

o Flexible business strategy.

o Different health care packages.

o Dedicated teams of doctors and administrative staff.

o Affordable Services mix under one roof.o Strategic location.

Weakness:o

High attrition rate.

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

11/25

Opportunities:o Few multi-speciality hospital in Bareilly, hence less competition.

o A huge untapped market (large population in and around Bareilly).o Location of hospital serves large population. Presence in city

provides leverage through better infrastructure.

o Ease of public transportation to hospital.

o Less cost of initial outlay.

o Most of the treatments and packaged services provided are

covered under insurance, higher number of procedures can be

performed.

o Providing services to government organizations and corporate.

Threats:o Clinics and nursing homes.

o Medical colleges with hospital

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

12/25

COMPETITORS:

Direct competitors:

Saran hospital,

Jeevandhara hospital, Shrigangacharan hospital

K.K .hospital (Kidney centre).

Indirect competitors-Nursing homes and clinics.

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

13/25

MarketingStrategy

1.Services mix General Medicine

General Surgery

Gynaecology and Obstetrics

Paediatrics Dialysis unit working as an independent Strategic Business

Unit.

Other speciality services like Cardiology Consultation,

Diabetic Consultation etc.

2. Special packages, maternity package, annual health check-up package, package for diabetic patients etc.

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

14/25

Service Strengths

Highly qualified and trained professionals.

Price: Competitive pricing with high quality of service.

Promotional activities: Camps: Free health check-up camps & Blood donation camps

Seminars, workshops, health camps, word of mouth marketing, healthawareness programs.

Event Sponsorships: Health runs and Marathons.

Sales Promotion: Tie ups with corporate and educational institutions for annual health

contracts. Tie up with Insurance companies and TPAs for empanelment and

better promotion.

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

15/25

ADVERTISING& MARKETING

oNewspaper ads.

o Magazines (Health, General, Lifestyle).

o Hoardings.

o Advertisements in local television shows and radio.

o Advertisements to be placed on local and short route

buses.

o Mobile marketing.

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

16/25

Infrastructurey Area of building: 35000 sft.

y Number of floors: 4

y Number of beds: 60

Name of Dept Number of Beds

EMD 5

Dialysis 8

Medicine 11

Surgery 11

OBG 11

Pediatrics 6

ICU 5

Post-op 3

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

17/25

LocationofDepartments

y Ground floor: EMD, OPD, Laboratory, Radiology, Pharmacy,

Billing dept

y First floor: OBG ward, Labor room, Nursery, Pediatric

ward, Dialysis unity Second floor: OT, Post op ward, surgery ward, ICU

y Third floor: Medicine ward, CSSD, Admin dept, Records

room etc

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

18/25

Operational Features Emergency Medicine Department:

24X7 emergency services

Trained staff

Well- equipped with necessary

equipments

Out Patient Department:

Skilled doctors

Informed receptionist

Sufficient waiting area

Laboratory on same floor

Pharmacy on the same floor

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

19/25

Operational Features Radiology Department:

Separate registration and report

collection desk

Availability of CT- scan,

ultrasonography, trade mill, X- ray

Wash room and change room for

patients

Separate room for ultrasonography

Health check up package availability

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

20/25

Operational Features In- Patient Department:

Appropriate nursing care

Clean and hygienic environmentto prevent hospital acquired

infection Wards allocation as per the

specialty

Variety of wards as per the needof patients

Isolation room

Adequate medical and nursingstaff

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

21/25

Operational Features Obstetrics and Gynecology

Department:

Well equipped labor with life

saving apparatus (oxygen

cylinder, photo-therapy unit ) Nursery close to labor room

Separate labor room nurses

Maternity and pediatric ward on

same floor

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

22/25

Operational Features Intensive Care Unit:

Provided with constant monitoring, skilled

intervention and multi-disciplinary team work

Equipped with ventilator for each bed,

defibrillator (total 3), portable ultrasoundmachine, and other life saving equipments.

Anesthetist as in-charge of unit

Well trained nurses

Location near to operation theatre

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

23/25

Operational FeaturesOperation Theatre Complex:

Separate change room, scrub room, operation

theatre and post-operative recovery room

Zones to reduce the risk of post-operative infection

Equipped with modern OT table with C-arm, OT

lamps, ceiling mounted lights, anesthesia trolley, air

curtains

Very well scheduled operation routine

Dialysis Centre:

Consist of 8 beds

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

24/25

Licenses

y Business permit and License from ROC.

y Air and water pollution permit from Bareilly municipal

corporation.

y

Sales tax license.y Zoning and land use permits from Bareilly Tehsildar.

y Fire license permit from Bareilly fire department.

y Health department permit.

y Special state-issued occupational / professional licenses

8/7/2019 JEEVAN SURAKSHA HOSPITAL 1-2

25/25

OrganizationChart

Board of Directors(3 Partners) Chief

Officer: Operations,

Finance & HR

Hospital

Administrato

r

Medical

Superintendent

Nursing

Superintendent

MKT

Ex

PRE Store

Ex

Accou

ntant

Pharm

acist

ClinicalDepartment

Heads

Nursing Staff