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Table of contents
1. Introduction
2. Review of literaturea
3. Industry and company profile
4. Research design and methodology
5. Data collection, tabulation, analysis and interpretation
6. Findings
7. Suggestions
8. Conclusions
9. Appendix
10. Bibliography
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Introduction
I am very happy that I have been doing this project in Apollo hospitals in Delhi this is
a project done on topic “A STUDY ON BRAND IMAGE OF APOLLO HOSPITALS
IN DELHI”.
The project entitled topic “a study on brand image of Apollo hospitals in Delhi”.
What is a brand image?
Brand image includes the totality of consumers ‘opinions about, experience with an
attitude toward a company or organization and their brand as compared with that of
competitors. Market street research often measures a company’s brand image by
asking consumer, decision – makers, or key market to rate the company and its
competitors on factory they consider important such as:
Overall reputation
Quality and appeal of products or services
Convenience (location, hours, etc.)
Sales and marketing effectiveness
Customer services
Timeliness
Costs
Resolution of problems and complaints
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Industry profile
A hospital is an institute for health care providing care treatment by specialized staff and
equipment and often but not always providing for longer term patient stays.
Today hospitals are usually funded by state, health organizations (for profit or non-
profit), health insurances or charities, including direct charitable donations. In history,
however , they were often founded and funded by religious order or charitable
individuals and leaders. Similarly, modern – day hospitals are largely staffed by
professional physicians, surgeons and nurses, where as in history this work was usually
done by the founding religious orders or by volunteers.
History
A physician visiting the sick in a hospital. German engraving from 1682.
In ancient cultures, religions and medicine were linked . the earliest known institutions
aiming to provide cure were Egyptian temples. Greek temples dedicated to the healer-
god Asclepius might admit the sick, who would wait for the guidance from the god in a
dream. The romans adopted his worships under his roman name AEsculapiuc, he was
provided with a temples (291 BC) on an island in the Tiber in Rome, where similar rites
were performed.
History of Apollo hospital in India
Apollo Hospitals is a major hospital chain based in Hyderabad ,India. It wdas founded
by Dr Pratap c. Reddy in 1983. Apollo is a private healthcare provider in Asia with
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Hospital India , Sri Lanka , Bangladesh, Ghana , Nigeria, Republic of Mauritius, Qatar,
Oman and Kuwait. Apollo hospitals plan add 2,955 beds across India in the next three
years.Several of the group's hospitals have been among the first in India to receive a
form of international healthcare accreditation,in their case by the America based joint
commission international(jci).
The Hyderabad hospital was the first in the world, outside the US, to receive JCI's
Disease- or Condition-Specific Care (DCSC) Certification in addition to general
accreditation when it received this for its Acute Stroke treatment in 2006.
However, they have not as yet acquired international accreditation from any hospital
accreditation group from outside of the USA.
Ancients asia
The Sinhalese (sri Lankans) are perhaps responsible for introducing the concept of
dedicated hospitals to the world. According to the Mahavamsa, the ancient chronicle of
Sinhalese royalty written in the 6th century A.D., King Pandukabhaya (4th century BC)
had lying in homes and hospitals (sivikasotthi -Sala) built in various parts of the country.
This is the earliest documentary evidence we have of institutions specifically dedicated
to the care of the sick anywhere in the world. Mihintale hospitals is perhaps the oldest
in the world.
Institutions created specifically to care for the ill also appeared early in India. King
Ashoka is said to have founded at least 18 hospitals ca. 230 BC, with , physicians and
nursing staff, the expenses being borne by the claim that Ashoka built any hospitals at
all and argue that it is based on a mistranslation, with references to ‘rest houses’ being
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mistaken for hospitals. The eror is thought to have occurred because similar edicts and
records talk of Ashoka importing medicinal supplies.
Infrastructure
The surgical, specially procedures radiological, intensive care unit and patient rooms
typically have medical gases, emergency and normal electrical power ; and heating , air
conditioning and ventilation systems.
Electrical
The reliability of the electrical power system that serve a hospital is important. In the
order to provide higher electrical reliability, the National Institute of Health, NIH\,
requires that all secondary substations>500kVA at their Besthesda, MD campus be the
spot network type. The spot network substation cost more than other arrangement.
Information
Tube conveying systems are often used to move the actual paper p re sc r ip t io n s f o r
m e d ici n e s t o t h e P h a rm a c ie s, a n d t o m o ve m e d ic in e s, especially intra
venous, IV, bags to the patient care rooms. Tissue samples can be sent to the
Laboratory. Medical notes can be transcribed, printed, and then transported via a
Pneumatic Tube Conveying System as measured by the weight of the item be
transferred the 15 cm (6") diameter tube systems have about 225% of the lifting
and moving capacity of a 10 cm (4”) system. When the seals are new, the 10 cm tube
carriers will move a 1 kg (2+ pounds) IV bag. But when the seals on the tube carriers
are worn the tubes can stop moving the piping and require a trained technician to
recover the tube carrier.
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Modern hospitals have information infrastructure such as secured patient
information system and PACS.
Etymology
During the middle t h e h o sp it a l co u l d se r ve o t h e r f u n ct io n s, su ch a s
almshouse for t h e p o o r, h o st e l f o r pilgrims, or hospital. T h e n a m e comes from
Latin hospes(host), which is also the root for the English words hotel , hostel ,
and hospitality. The modern word hotel derives from the French word hostel, which
featured a silent’s , which was eventually removed from the word. (The circumflex
on modern French hotel hints at the vanished)Grammar of the word differs slightly
depending on the dialect. In the U.S., hospital u su a ll y re qu i re s a n a rt ic l e ; in
B ri t a in a n d e l se w h e re , t h e wo r d i s normally used without an article when it
is the object of a preposition and when referring to a patient
( "in /to the hospital " vs "in/to hospital") i n Canada, both usages are found. The
word is also similar to Sanskrit word "Ispital" and German "Spital.
Types
Some patients in a hospital come just for diagnosis and/or therapy and then leave
('outpatients'); while others are 'admitted' and stay overnight or for several
weeks or months ('inpatients'). Hospitals are usually distinguished from other
types of medical facilities by their ability to admit and care for inpatients.
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General
The best-known type of hospital is the general hospital, which is set up to
deal with many kinds of disease and injury, and typically has an emergency ward
to deal with immediate threats to health and the capacity to dispatch emergency
medical services. A general hospital is typically the major healthcare facility in its
region, with large numbers of beds for intensive and long-term care; and
specialized facilities for surgery, plastic surgery, childbirth, bioassay
laboratories, and so forth. Larger cities may have many different hospitals of
varying sizes and facilities.
Specialized
Types of specialized hospitals include trauma, rehabilitation hospitals, children's
hospitals, seniors' (geriatric) hospitals, and hospitals for d e a l i n g with
s p e c i f i c m e d i c a l n e e d s s u c h a s psychiatric problems (see psychiatric),
certain disease categories, and so forth.
A hospital may be a single building or a campus. (Many hospitals with pre-
20th-century origins began as one building and evo lved into
c a m p u s e s . ) Some hospitals are affiliated with universities for research and t h e
training of medical personnel. Worldwide, most hospitals are run on a profit
basis b y g o v e r n m e n t s o r c h a r i t i e s . W i t h i n t h e United, m o s t hospitals are
not-for-profit.
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Teaching
A teaching (or university hospital) combines assistance to patients with teaching
to medical students.
Clinics
A medical facility smaller than a hospital is called clinic, and is often run by
government for health services or a private partnership of physicians (in nations
where private practice is allowed). Clinics generally provide only patient
services.
Departments
Resuscitation room bed after a trauma intervention, showing the highly
technical equipment of modern hospitals.
Empty Chamber and the iron bed in a hospital the city of Kharkov, Ukraine.
Hospitals may have any of the following departments or units:
Health Services
o Burn unit
o Cancer Center
o Cardiology
o Coronary care unit
o Dentistry
Oral and Maxillofacial Surgery
o Dermatology
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o Dispensary
o Emergency Department
Trauma Center
o Gastroenterology
o Intensive Care Unit
o Internal Medicine
Endocrinology
Epidemiology
Immunology
Laboratory Services
Neurology Nursing unit
OB/GYN
o Neonatal Intensive Care Unit
Orthopedic Services
Outpatient Department
Pathology
Pediatrics
Pharmacy
Plastic Surgery
Psychiatric ward
Rehabilitation Services
Physical therapy
Post anesthesia care unit
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Radiology
Respiratory therapy
Surgery
Urgent care
Urology
Non-medical departments include:
Medical records department
Release of Information department
Hospitals in Delhi
Hospitals in Delhi provide great healthcare facilities to the people in the city as
well as the citizens of India.
There are mainly two types of Hospitals:
General Hospital: T h i s t y p e o f h o s p i t a l d e a l s w i t h m a n y k i n d s
o f injury and disease. A typical General Hospital has an Emergency Ward and
has the capacity for emergency medical services. It has a number of beds for
Intensive Care. It may also have specialized facilities for surgery and
childbirth.
Specialized: This category includes trauma centers and children’s
hospitals. Specialized hospitals deal with specific special needs like
psychiatric problems.
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The lists of Hospitals in Delhi are as follows:
ESI HOSPITALS
GENERAL HOSPITALS
Apollo Hospital
AIIMS Hospital
MAX Hospital
G. T. B. Hospital
Institute of Mental Health
Institute of Child Health Hospital
Childs Trust Hospital
CSI Rainy Hospital
Communicable Diseases Hospitals
Dr. Rex's Hospital
Dr. Duraswamy Eye Hospital
Kasthuri Hospital
S. P. Hospital
The Specialty Hospitals in Delhi are:
AIIMS
MAX
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Apollo Health Checks
Apollo Health Check Ups (For Appointment - 1090, 1091)
We all know "prevention is better than cure". This is where Apollo hospitals comes into
the picture by recognizing the importance and need for preventive health care. We have
launched pioneering health Cheq TM for your healthy future.
The APOLLO HEALTH CHECKS offered by the hospital is a comprehensive check up
that screens each organ closely to detect even the smallest symptom that could be an
indication of a major disease. In addition, the check also identifies the reason for minor
ailments, which are constant irritants. It also serves as a personal medical record for
future reference. Once the check is completed, if treatment is required it can begin
without delay. Apollo's superspeciality departments cover all areas of medical science.
For more information or to make an appointment, call the hospital at 26925858 ext
1090,1091.
Investigations included in Medical Checkup :
Hemogram Biochemical Parameters
Haemoglobin Blood sugar(Fasting & PP)
MCHC,MCV,MCH,ESR Uric Acid
DLC Lipid Profile
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Platelet count
PCV
TLC
Peripheral smear Total protein
Liver Function Test General Test
Blood Grouping & RH
Total protein
Typing
Globulin Stool examination
SGPT ECG(Resting)
SGGTP X-Ray(Chest)
Ultrasound screening of the
Albumin
whole abdomen
A/G Ration Pap smear
Alkaline Phosphate
S.Bilirubin(Total & Direct)
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KIDNEY ASSESSMENT
S.Urea
S.Creatinine
Complete urine Analysis
Clinical examination, Medical Summary and advice by Senior Consultant, Internal
Medicine. Genital/ Rectal examination by General Surgeon/ Gynaecologist.
Apollo Future Check (The customised health check for you)
A comprehensive health check for people too busy with their present to worry about
their future. Specially put together as an imperative for today’s top decision-makers, this
screening pack will assess your unique healthcare needs, highlights the risks you face,
and guide you with necessary preventive action.
A decision-maker who’s hard-pressed for time needs a healthcare solution that’s not
only quick and easy to access, but also customised to his requirements.
Which is precisely what the Apollo Future Check is all about.
It offers you a comprehensive basket of customised tests, as well as consultation and
advice, ensuring you not only know about your health status, but are armed with what
you need to do in order to address the risks you face.
Elicitation of detailed medical history on current health status, present complaints, past
medical history, family history, lifestyle, habits, stress levels; It also includes
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assessment of the ageing process, vaccination history, cancer screening etc.
Detailed physical examination of the entire body by di_erent specialists.
Investigations
Anthropometry: Height, weight measurement, BMI, waist circumference.
Consultations: Physical examination and advice by Consultant Physician, Gynaec /
Surgical Checkup, Cardiac Consult, Ophthal Checkup, ENT Consult, Dental Consult,
Oncology Consult, Cosmetic Dermatology evaluation and consultation with Dietician.
Haemogram Diabetic Profile
Haemoglobin Fasting Blood Sugar
Post Glucose / PP Blood
PCV
Sugar
MCHC, MCV, MCH Urine Micral (for diabetics)
Total WBC
Di_erential Count
Peripheral Smear
Platelet Count
Cardiac Profile Lung Function Tests
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ECG (Resting) X-Ray Chest
Echocardiogram Spirometry
TMT / Stress Thallium
(if advised by Cardiologist)
CT Coronary Angio
Total Cholesterol
HDL Cholesterol
LDL Cholesterol
Triglycerides
Total Cholesterol / HDL
Ratio
VLDL Cholesterol
Triglycerides
Total Cholesterol / HDL
Ratio
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Serum Homocystine
Serum Apo Lipoprotein
A1&B
Serum Lipoprotein (a)
Serum Fibrinogen
Renal Profile Liver Profile
Urea Total Protein
Creatinine Albumin
TMT / Stress Thallium Globulin
Uric Acid SGPT
Serum Electrolytes Alkaline Phosphatase
GGTP
Bilirubin
SGOT
Acute Phase Reactants Viral Markers
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(Inflammatory markers)
Urea HIV
Creatinine HbsAg
Uric Acid Anti HCV
Serum Electrolytes
Hormones Vitamins & Minerals
T3 Serum Calcium
Free T4 Serum Phosphorus
TSH Serum Magnesium
Vitamin D3 level (25 OH Vit
Cortisol
D)
Fasting Insulin
Free Testosterone (for men
above 50 years)
General Tests Cancer Screening
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Blood Grouping & Rh Typing Papsmear (for women)
Mammogram with
VDRL Ultrasound Breast (for
women)
Complete Urine Analysis CA – 125 (for women)
Urine Culture & Sensitivity
PSA (for men above 50 yrs.)
(for women)
Stool Test (Routine & Occult
CEA
blood)
Ultrasonogram of the whole
AFP
abdomen
Audiogram
Investigations
With Coronary Angio, Generalised Atherosclerotic Screening and Virtual Colonoscopy
(with preparation)
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Rejuvenation Evaluation & Counselling:
Assessment
Hormone, Vitamin and Mineral Assay
Lifestyle Assessment
Evaluation of Ageing & Sexual Health
Ayurvedic Constitution Test
Counselling
Advice on Rejuvenation, General Nutrition, Speci_c Diet and Exercise Programme,
Stress Management and other lifestyle aspects; Guidance on Good Health and Age
Management medication if needed.
Optional Tests / Procedures (depending on age, need and
availability)
Dexa Scan (for men above 50 yrs.)
Upper GI Endoscopy
Colonoscopy
Food Allergy Testing
Treatment at Wellness centre
Ayurvedic Massage, Aromatherapy,
Colon Hydrotherapy or Yoga
Anti-ageing Skin Procedures
Genetic Studies (to be introduced shortly)
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Special Hormone Treatment (to be introduced shortly)
Brush Test for Oral Cancer (to be introduced shortly)
Consultation with Ayurveda Specialist, Naturopath
Consultation with Sleep Medicine Specialist
Psychology Consult
Consultation with sexual medicine specialist
For more information on the Future Health Check or an Appointment, please call your
Health Manager or dial 6060 1066.
Apollo Family Check (The customised health check for
your family)
A comprehensive and extremely personalised health check for you and your family,
where we assess the health of every member of the family, identify potential health risks
on an individual basis, and provide professional advice and counseling for a happy An
Healthy life.
A family may be one in every sense of the term, but different family members have
different health care requirements.We understand this important fact, which is why we
treat your family members as individuals, assessing each one’s health and closely
examining the potential health risks each one faces, many of which could be manifested
Over time.
We identify and address these risks, and our solutions potentially reverse problems that
May be present.
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All this, of course, comes to you and your family in a warm and personal way, and with
Apollo’s unwavering commitment to provide you with the very best in healthcare.
For Men
Routine Biochemical
Haemogram
Parameters
Haemoglobin Fasting Blood Sugar
Post Glucose / PP Blood
PCV
Sugar
RBC Urea
MCHC, MCV, MCH Creatinine
Total WBC Uric Acid
Di_erential Count
Peripheral Smear
Platelet Count
Lipid Profile Liver Function Tests
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Total Cholesterol Total Protein
HDL Cholesterol Albumin
LDL Cholesterol Globulin
LDL Cholesterol SGPT
Total Cholesterol / HDL
Alkaline Phosphatase
Ratio
GGTP
Bilirubin
SGOT
General Tests
Blood Grouping & Rh Typing
Complete Urine Analysis
Stool Test
ECG (Resting)
X-Ray Chest
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Ultrasonogram of the
abdomen
Pulmonary Function Test
(PFT)
Independent coronary Risk factors
Serum Homocystine, Serum Apo Lipoprotein A1&B, Serum Lipoprotein (a), Serum
Fibrinogen and hs crp
TSH, Serum Electrolytes, Serum Calcium, Serum Phosphorus, HbsAg, Anti HCV,
HbA1C,Vitamin.D3,level.
320/64 slice ct heart scan
For men above 50 years
Psa , stool for occult blood Dexa scan (if advised), physical Examination & Advice by
consultant physician, surgical checkup +cardiac, consult + ophthat checkup.
Dietary Advice / Wellness Scan
One complimentary session at Apollo Wellness ccentre:
For : Women
(Same as per Men without 320 / 64 CT Heart Scan, PSA)
Additional Tests
For Women above 40 years: Mammography For Women above 50 years: Stool for
Occult blood , Dexa Scan (if advised) Gynaec consultation
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For children
Haemogram, RBC, TC & DC, ESR + Blood Group & Rh Typing + Urine Analysis + Stool
Test + Mantoux Test + X-RayChest and Consultation with a Paediatrician + ENT +
Ophthal +Dental Consult
For Domestic Help
Haemogram, RBS, Blood Group & Rh Typing, Urinalysis, Stool test, ECG, X-Ray Chest
and Physical Examination. For more information on the Family Health Check or an
Appointment, please call your Health Manager or dial 6060 1066.
Investigations included in Medical Checkup :
Apollo
Executive Heart Wholebody
Health
Check Check Check
Check
Haemogram
Haemoglobin
MCHC,MCV,
MCH, ESR
DLC
Platelet Count
PCV
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TLC
Peripheral
Smear
Liver Function Test
Total Protein
Globulin
SGPT
SGGTP
Albumin
A/G Ratio
Alkaline
Phosphate
S.Bilirubin (T &
D)
Kidney Assessment
S.Urea
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S.Creatinine
Complete Urine
Analysis
Biochemical Parameters
Blood Sugar
(Fasting & PP)
Uric Acid
Lipid Profile
General Tests
Blood Group &
RH typing
Stool
Examination
Cytology
Papsmear (For
female)
PSA (for male)
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TSH
HbA1C
Heart Tests
ECG (Resting)
Treadmill Test
2D Echo
Radiology
Xray Chest PA
Ultrasound
screening of the
Whole abdomen
Bilateral
Mammography -
for female
Consultations
Consultant
Internal Medicine
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(Physical
Examination)
Consultant
General Surgeon
(Genital & Rectal
Examination)- for
male
Consultant
Gynaecology
(Breast & Pelvis
examination)- for
female
Post
Consultation with
Internal Medicine
consultant
Consultant
Cardilogy (Heart
Examination)
Consultant ENT
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(Ear, Nose &
Throat
examination)
Consultant
Dental (Dental
Examination)
Consultant
Ophthalmology
(Eye
Examination)
Diet Counselling
Group Companies of Apollo Hospitals
Apollo Health Street Limited- It is a global healthcare services company that
offers business process outsourcing and IT services. IT division of Apollo is based on
Java .dotnet & SQL Language development.
Apollo Pharmacies- : It is the largest retail pharmacy chain in India with over 1000
retail outlets in India. '''Apollo''' Pharmacies is moving towards what date February 2012
offering e-prescription based services to the end user and the doctor.
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Apollo Health & Lifestyle Limited – Apollo Health & Lifestyle Limited (AHLL) is
engaged in establishing a network of clinics in India and neighbouring countries.
MedVarsity Online Limited (MOL)-: MedVarsity Online Limited is promoted by
Apollo. Hospitals and NIIT Ltd. MedVarsity has developed over 1500 hours of medical
content that is accessible to the medical community anytime and anywhere.
Apollo Telemedicine Enterprises Limited (ATEL) -: Apollo Telemedicine Enterprises
Limited has developed the 'Apollo Telemedicine Network' that allows the participant
sites to collaborate with institutions in the country and abroad and provides their
clientele access to better healthcare in areas not adequately served by the medical
community.
Family Health Plan Limited (FHP)- : The company deals in the healthcare insurance
sector and is the largest Third Party Administrator (TPA) in Asia.
Equipment World -: Equipment World sources and selects medical equipment,
catalogues and provides advice and services on technology, techno-commercial issues.
Keimed.com Limited- Keimed.com Limited is a unified national pharmaceutical
procurement and supply chain management company for a wide range of medical
goods, consumables, drugs, surgical, health and personal care products.
TODAY TREND IN INDIA
India's healthcare sector has been growing rapidly and estimated to be worth US$ 40
billion by 2012, according to Price water house Coopers in its report,
‘Healthcare in India: Emerging market report 2007'. Revenues from the
healthcare sector account for 5.2 per cent of the GDP, making it the third largest
growth segment in India.
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The sector's growth will be driven by the country's growing middle class,
which can afford quality healthcare. Over 150 million Indians have annual
incomes of more than US$ 1,000, and many who work in the
b u s i n e s s services sector earn as much as US$ 20,000 a year. Today at least 50
million Indians can afford to buy W estern medicines -a market only 20 per
cent smaller than that of the UK
The growing purchasing power of Indian patients is revealed in the increased business
of air ambulance services. Around 365 airlifting worth several millions of
rupees happen in Delhi in a year on average. I f t h e e c o n o m y c o n t i n u e s t o
g r o w f a s t e r t h a n t h e e c o n o m i e s o f t h e developed world, and the
literacy rate keeps rising, much of western and southern India will be middle
class by 2020. To meet this demand, the country needs US$ 50 billion annually for the
next20 years, says a CII study. India needs to add 2 million beds to the
existing1.1 million by 2027, and requires immediate investments of US$ 82 billion.
Funds in the sector have been largely private. In fact, it is believed that the
private sector provides 60 per cent of all outpatient care in India and as
much as 40 per cent of all in-patient care. It is estimated that nearly 70 percent
of all hospitals and 40 per cent of hospital beds in the country are in the private sector,
says PWC.
Investments
The opportunities presented by the healthcare sector have made it a major draw
for potential investors. The healthcare sector attracted US$ 379 million in 2006 - 6.3 per
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cent of the total private equity (PE) investment of US$ 5.93billion. The PE deals that the
sector attracted in 2006 were as large as inputs into the automotive sector.
Medical care services provider Apollo Hospitals group will invest about US$
235.69 million in the next 18 months to set up 15 hospitals in tier-II and tier-III
cities in India.
The Indian government plans to invest US$ 177.22 million across the
golden quadrilateral (GQ) project, to develop nearly 140 trauma care
centers on the 6,500 km long north-south and east-west corridors.
Competitor Fortis Healthcare Ltd will add 28 hospitals to its 12-hospitalchain by
2012.
George Soros's fund Quantum and Blue Ridge bought 10 per cent in Fortis
Healthcare.
Manipal Health Systems raised over US$ 20 million equity from
IDFCPrivate Equity Fund.
Bangalore -based HealthCare Global Enterprises rose over US$
10million in equity from IDFC.
Metropolis Health Services, a diagnostic chain, rose over US$ 8 million in equity
from ICICI Venture.
Investment firms Apex Partners, IFC and Trinity Capital have invested over
US$ 200 million in hospital firms.
Private healthcare
With private healthcare driving a large chunk of healthcare in India, the stage is
set for private healthcare players to take wing.
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Global Hospitals in Hyderabad, which had a modest beginning as
a150-bed facility dedicated to multi-organ transplantation in Hyderabad, is
set to invest close to US$ 178 million in a couple of years to set up
hospitals in other metropolitan cities.
Mumbai-based healthcare firm Lockhart Hospitals is planning to setup
14 super-specialty hospitals across the country over the next two years,
which could entail an investment of up to US$ 152 million.
Apollo Hospitals, Asia's largest healthcare group, is planning to expand its
operations by setting up 50 hospitals across the country, including
many in tier-II cities. It will invest US$ 5 -9 million in each of
t h e facilities.
Health insurance
W ith less than 10 per cent of the population having some sort of
health insurance, the potential market for health insurance is huge.
Indian health insurance business is fast growing at 50 per cent and is
expected to continue growing at this pace. The sector is projected to
grow to US$ 5.75 billion by2 0 1 0 , a c c o r d i n g t o a s t u d y b y t h e
New Delhi-based PHD Chamber of commerce and
industry.
According to the report by McKinsey on the Indian
pharmaceutical healthcare, one-fifth of India's
p o p u l a t i o n i s l i k e l y t o h a v e a m e d i c a l insurance by 2015,
leading to an estimated increase in consumer spending on
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healthcare from US$ 2,054 per household in 2005 to US$
3 5 1 4 p e r household by 2015.
In some cases, the Government is partnering with the private
sector to provide coverage at a low cost. For instance, the
Yashaswini Insurance scheme, launched in 2002 in Karnataka by
a public-private partnership, provides coverage for major surgical
operations, including those pertaining to pre-existing conditions, to Indian
farmers who previously had no access to insurance.
The Insurance Regulatory and Development Authority (IRDA) have
eliminated tariffs on general insurance as of January 1, 2007. This
move is expected to drive additional growth of private insurance products.
Medical equipment and IT
W ith the potential of the healthcare sector being what it is, ancillary
industries such as healthcare equipment and information technology in
healthcare are also witnessing a spurt.
The soaring growth projections have prompted foreign medical equipment
makers to float Indian subsidiaries -- 30 of them received import clearances i n
2007 alone. Boston Scientific, Abbott, Becton Dickinson,
G u i d a n t , Medtronic, B Braun, Johnson & Johnson, Deputy, Advanced Medical Optics
and Stryker are among the leading firms, whose Indian subsidiaries
received approvals to import medical devices during the year.
Investments into the medical and surgical instruments segment amount to US$
115.29 million over the period August 1991 to April 2007. A recent FICCI-Ernst &
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Young study has predicted 15 -20 per cent growth for the Indian medical
equipment market and estimated market size to be about US$ 5 billion by
2012.
Hospitals have realized that information technology (IT) can be An
effective t o o l t o w a r d s e f f i c i e n t s y s t e m s . A c c o r d i n g t o
A r e p o r t b y S p r i n g b o a r d Research, India has the fastest growing
healthcare IT market in Asia, with an expected growth rate of 22 per cent,
followed closely by China and Vietnam. In fact, the Indian healthcare
technology market is poised to be worth more than US$ 254 million by 2012
Medical Tourism
The attraction of high quality healthcare facilities at competitive costs has been
instrumental in a large number of foreign arrivals to access healthcare services in
India. Going by the current pace with which this segment has been
growing, the CII-McKinsey study estimates that revenues from this segment
could touch US$ 2.2 billion by 2012 (from the current figure of US$333 million).Indian
hospitals are fast becoming the first choice for an increasing number of foreign
tourists. Over 150000 medical tourists travelled to India in 2002 alone, bringing in
earnings of US$ 300 million. India's growing reputation as a major medical tourism
destination is attracting more and more visitor’s from Gulf countries with many
travel agents now offering packages combining treatment with a vacation.
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Beyond cost advantage
However, the Indian healthcare story is not about cost advantage only. It has a high
success rate and a growing credibility.
Indian specialists have performed over 500,000 major surgeries And over
a million other surgical procedures including cardio -thoracic,
neurological and cancer surgeries, with success rates at par
w i t h international standards.
The success rate of cardiac bypass in India is 98.7 per cent
against97.5 per cent in the U.S.
India's success in 110 bone marrow transplants is 80 per cent.
The success rate in 6,000 renal transplants is 95 per cent.
The Government has also been proactive in encouraging prospects in this sector
with a number of initiatives:
A new category of visa "Medical Visa" ('M'-Visa) has been introduced which can
be given for a specific purpose to foreign tourists coming into India.
Guidelines have been formulated by Department of AYUSH prescribing minimum
requirements for Ayurveda and Panchkarma Centers.
Consequently, easy access to visa facilities coupled with the best
emerging medical infrastructure in large and tertiary towns will lead to an
increase in foreign exchange earnings through medical tourism. Annual earnings
from medical tourism are estimated to rise from the current US$ 815.32 million to US$
1.87 billion by 2012.
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Ratings
In recognition of the quality of healthcare delivery services in India, a number of Indian
hospitals have received accreditation from international agencies worldwide.
Five hospitals in India -- Indraprastha Apollo Hospital (Ne w
Delhi),Apollo Hospital (Chennai), Apollo Hospital (Hyderabad ),
W ockhardt Hospital (Mumbai) and Shroff Eye Hospital (Mumbai) --
have been accredited to the leading healthcare accreditation agency in the
United States, Joint Commission International (JCI).
NHS of the UK has indicated that India is a favored destinati on for
surgeries.
The British Standards Institute has now accredited the Delhi -based
Escorts Hospital.
India's independent credit rating agency CRISIL has assigned a grade ‘A'
rating to super specialty hospitals like Escorts and multi specialty hospitals
like Apollo.
Wockhardt
Hospital
has an exclusive association with Harvard Medical International, the global
arm of Harvard Medical School, the world’s leading medical institution.
Max Healthcare, in collaboration with Singapore General Hospital, is into
clinical practice, research and training.
How do hospitals brand their services?
According to W alter Landor, one of the leading experts of the
advertising industry, “A brand is a promise. By identifying and
authenticating a product or services it delivers a pledge of satisfaction and
quality”.
A brand is also a collection of perceptions in the minds of the
customer. Hence a brand is something that is intangible and lies in the
minds of the consumer. Different people have different
perceptions about medical treatments and hospitals. By
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p o s i t i v e l y i n f l u e n c i n g t h e s e p e r c e p t i o n s , hospitals can attract patients
to use their services. It is therefore, extremely important to understand what a
patient is looking for. While trying to target international tourists and position
them correctly to create a brand, a hospital needs to meet their needs and
expectations (which may be different from the local needs).
Total quality management (TQM)
Today, a patient is looking for the facilities in a hospital as
w e l l a s i t s appearance. The concept of TQM in hospitals is therefore forming
the core of any hospitals today. There is a big difference between the
services being provided by the hospital industry and that are offered by
service industry sector. The cost and the amenities provided to a patient
go hand in hand. One can have a private room, a nurse and a doctor for
24 hours a day, but the costs are high. The facilities resemble the luxuries of a
five star hotel.
The hospitals today, are therefore transforming themselves to cater to world-
class patients. The focus is therefore on quality treatment with luxury.
This helps to create a unique brand. Each top class hospitals (Apollo,
Wockhardt, Escorts, etc., are few to name) is trying to attract more and
more medical tourists by developing itself into a super or multi-specialty
hospital. These hospitals have been successful in creating a mark for
their services on a global level.
These days many hospitals are including ayurveda and yoga as
s p e c i a l treatment techniques for their patients. The people in
western world are crazy about these treatments. These are accepted as
a healthy way of life. Hospitals like Apollo and Escorts, famous for heart
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treatments, have already adopted the same for their patients. Most of the
foreign patients coming to India are from Asia, Africa, the UK, Europe and
the US. For example, nearly60% of the patients in Escorts hospital is
citizens of these countries. The number of patients from the US and
the UK are comparatively low as the poverty and hygiene is a matter of
concern for them. The big hospitals have the advantage: they’re able to
attract patients even from the US or the UK. W orld are crazy about these
treatments. These are accepted as a healthy way of life. Hospitals like
Apollo and Escorts, famous for heart treatments, have already adopted the
same for their patients. Most of the foreign patients coming to India are
from Asia, Africa, the UK, Europe and the US. For example, nearly60% of
the patients in Escorts hospital is citizens of these countries. The number
of patients from the US and the UK are comparatively low as the
poverty and hygiene is a matter of concern for them. The big hospitals have the
advantage: they’re able to attract patients even from the US or the UK .
New procedures and treatment techniques are being adopted by
Indian doctors. One can find oneself being treated by the best doctor.
Nowadays, the hospitals have tie ups with reputed guesthouses and hotels to
provide comfort and luxury to patient’s family. The tour operators too
are joining hands so that patient’s family can visit India’s finest tourist spots. The
family can enjoy India’s rich cultural heritage, wonderful architecture and the
scenic beauty. The government, on its part, is trying to rationalize the whole
process and certain amendments are being made in this regard.
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Brand positioning a hospital
Positioning a brand would involve creating awareness through advertising and
word of mouth. However, since the target is international patients, A very
large target audience, it is difficult to reach through word of mouth or to create
awareness by direct advertising. A few techniques are discussed below:
Accreditations and Certifications Today,
every patient is aware about the certifications and looks for an accredited hospital. This
gives hospital brand positioning, especially in the international arena.
A c c r e d i t a t i o n e x p e r t s a n a l y z e h o s p i t a l f o r everything; from surgical hygiene
to various other systems and resources. Experts also check the credentials of
medicine staff and nurses. Joint C o m m i s s i o n I n t e r n a t i o n a l ( J C I ) i s
r e c o g n i z e d i n t e r n a t i o n a l l y . T h e international arm of JCI is Joint commission
on Accreditation of healthcare Organization (JACHO). For providing accreditation,
it reviews and checks the organization. Their checklist includes over 350
standards and they send a team to re-review the accredited hospitals at three-year
intervals. It has popularity the across the world. Individual countries also have their own
accreditations. International Organization for Standardization (IOS) certification
can also beused as a testimony to the quality of care being provided by the
hospital, as people around the world are aware of the IOS.
Enhance Hospital Website
The website should be user - friendly and provide all the information
required to make a decision. Therefore, it is important to update the
content on the website regularly. A dynamic website that allows questions
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would definitely provide an edge. A virtual tour would also be helpful so that
prospective clients can see what the hospitals actually looks like.
Indian Healthcare: The Growth Story
The Healthcare Industry is witnessing a sudden paradigm shift in last five
year. Though this change was inevitable and the Industry has been working
towards it for a decade now, this has been visible only in last two years.
All sectors in India are undergoing a change from unorganized to an
organized structure and so is also seen in healthcare. Till few years ago
healthcare delivery was sole responsibility of Private practitioners and Doctor
owned and run hospitals. Since it was also considered only as a social sector
so almost all the large hospitals were either Government or charitable
hospitals.
A US$ 36 billion industry today and growing at 15% CAGR, the Indian
healthcare industry will be a US$ 280 billion by 2022.
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Apollo Hospital started the trend of corporate hospital, others followed.
There has been a large gap after first corporate hospital and the trend of
corporatisation in healthcare delivery in India. Today industry is moving
rapidly towards organized sector and more so towards corporatisation of
healthcare delivery.
Corporate hospitals: list and number of hospitals and their spread.
Annual
Hospital Number of Number of Number Revenue
Coverage
Groups Locations Hospitals of Beds (2005-06 (In
Rs. Crore)
Apollo
Hospital
11 11 3000 All Metros 779
Enterprise
Ltd
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Bangalore,
Wockhardt
8 10 1400 Mumbai and 210
Hospitals
West India
Fortis
5 13 1855 North India 100
Healthcare
Max
1 6 765 Delhi & NCR 137
Healthcare
South India
Manipal
(Mainly
Health 9 11 3000 -
Karnataka) and
Systems
Sikkim
South and West
Care Hospital 11 14 2000
India
Last 2 year have been years of dramatic changes. Most of the existing
players announced their huge expansion plans and many of large companies
with no or very little existence in healthcare delivery declared that they will
be putting in huge investments in Healthcare Delivery. The growth and
sudden interest in the healthcare business can be attributed to many factor,
one of the most strong of which is the strong Indian economy.
Factors for the “Healthcare Boom” in India
Strong Indian Economy
Increasing options for Healthcare Financing
Increasing Opportunities in Healthcare delivery
o Better Profitability (15-20% EBIDTA)
o Earlier Break Even (2-3 years)
o Medical Tourism
o Increasing demand from within the county
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Saturation of other sectors like IT, retail
Strong Indian Economy
India is predicted to cross United States by 2050. Indian Economy experienced a GDP
growth of 9.0 percent during 2005-06 to 9.4 percent during 2006-07. By 2025 the India's
economy is projected to be about 60 per cent the size of the US economy. The
transformation into a tri-polar economy will be complete by 2035, with the Indian
economy only a little smaller than the US economy but larger than that of Western
Europe. By 2035, India is likely to be a larger growth driver than the six largest countries
in the EU, though its impact will be a little over half that of the US.
India, which is now the fourth largest economy in terms of purchasing power parity, will
overtake Japan and become third major economic power within 10 years.
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Increased options for healthcare Financing
The reach of Insurance have been increasing. The premiums collected from
Health Insurance are predicted to increase by around 50% from last year.
Two exclusive Health insurance companies have already started selling
policies.
In Rupees Crore
Insurance Half Year Ended Half Year Ended %
Companies Septembet 2006 Septembet 2012 Growth
Royal Sundaram 42 54 28%
TATA-AIG 19 35 83%
Reliance 32 148 365%
IFFCO Tokio 32 45 41%
ICICI Lombard 296 425 43%
Bajaj Allianz 74 125 69%
HDFC Chubb 4 21 415%
Cholamandalam 16 56 255%
New India 348 483 39%
National 182 313 72%
United India 206 276 34%
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Oriental 210 262 25%
Star Health & Allied
2 45 2152%
Insurance
Total Premium 1462 2287 56%
Source: IRDA Journal, Dec 11.
Better Profitability
Healthcare is a highest capital intensive service industry and profitability has
never been as good to match others. It is all changing very fast. The best of
the systems of world are still struggling to achieve a good profitability level
for healthcare. Healthcare in United States had a profitability of just above
5% in last financial year. India on the other hand, if we leave the charitable
and government hospitals aside, is witnessing a15% to 25%
profitability.This increased profitability can be attributed to many factors:
Increased flow of patients
Higher Margins
Earlier Break Even
The break even for hospitals has been 5-7 years till last decade. The things
started changing as the structure of hospitals moved from unorganized to
the organized one.
Hospitals are now able to manage their funds in a better way
Though costs have increased still they are able to maintain good profit
margins on all their services.
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Medical Tourism
Medical Value travel is one of the emerging global sectors grossing US$ 22
billion. In 2006, more than 2 million medical tourists availed services in
South-east Asia from all corners of the world. With revenues close to US$
450 million, India has a 2% share of the global health tourism.The potential
for India to become the hub for medical value travel is huge. All the existing
Healthcare Delivery providers as well as the new entrants are in some or the
other way eyeing that market.
The potential for India to become the hub for medical value travel is huge.
All the existing Healthcare Delivery providers as well as the new entrants are
in some or the other way eyeing that market.
Increasing Demand from Within the Country
The demand for quality healthcare has increased within the domestic
healthcare consumers. Today’s patients have more choices than ever when it
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comes to choosing and using health care resources, and they are
increasingly taking on the role of active and involved consumers. In the
present scenario, providers need to offer innovative services and products
that are geared toward health care consumerism — encouraging patients to
become better educated about their care and coverage and helping
employers offer better choices.So this has put up additional pressure on the
healthcare provider to improve their existing services and bring upon better
and world class facilities.
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The disease profile of country as a whole is changing. One can see that the
lifestyle diseases are now taking the limelight from the traditional infectious
diseases.Improvements in socioeconomic conditions in the last five decades
in doubling longevity from 32 to 64 yrs, steep fall of IMR, elimination of
leprosy & yaws, eradication of small pox, & poliomyelitis being on verge of
eradication, credits to the success stories post independence. However, the
challenge we face with the on-going changes in disease burden that is
producing a major health transition. Demographic transition reflects
quantitative and qualitative changes in the population profile and the country
is facing a double burden of communicable & non-communicable
diseases.Communicable diseases are still persisting as major health
problems but the Non- communicable diseases are doubling its incidence &
prevalence. Coronary Artery Disease, Diabetes, Renal failures, Stroke,
Cancer are on a rise as a result of Hypertension, metabolic syndrome &
stress.
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Tie-ups with Other Sectors
Insurance :
Tie-ups with international insurance companies make reimbursement of treatment
expenses easier for international patients. It also shows that hospital
maintains certain standards for patient’s care. Accreditation helps in such cases. In
India, it is not yet mandatory to have insurance tie-ups to be accredited.
Tourism companies:
Tie-ups with tourism companies would help attract more patients as they are active
marketers. From patients point of view too, it is better to deal with tourism companies;
since it becomes a one point contact. Hospitals can thus concentrate on their core
business of providing medical treatment.
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Company profile
Apollo Hospitals Enterprise Limited
Over the years, Apollo Hospitals has also founded various group companies to
empower its flagship company, Apollo Hospitals Enterprise Limited, to create a
healthcare powerhouse that has a leadership position in every sphere of healthcare.
With nursing and hospital management colleges, pharmacies, diagnostic clinics,
medical transcription services, third-party administration and telemedicine, Apollo's
leadership extends to all aspects of the healthcare spectrum apollo hospitals enterprise
limited was incorporated as a public limited company in the year 1979 promotes by Dr.
Pratap C Reddy, it is the first group of hospitals that pioneered the concept of corporate
healthcare delivery in India. AHEL is a listed company on the Bombay stock Exchange
(BSE-APLH.BO) AHEL today is the leading private sector health care provider in asia
and owns and manages a network of specialty hospitals and clinics a chain of
pharmacy retails outlets across the country and provides consultancy.
Services for commissioning and managing hospitals.
The overview of operations can be summarized as follows:
chain of owned and managed hospitals:
AHEL has over 26 hospitals of which 14 clients hospitals managed by deputed from
Apollo.
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Management Consultancy Services:
T h e c o n s u l t a n c y d i v i s i o n o f AHEL offers Project and Operations Management
Consultancy services to clients varying from to commissioning of a wide range of
healthcare models. Over the years, Apollo Hospitals has also founded various
group companies t o e m p o w e r i t s f l a g s h i p c o n c e r n , A p o l l o H o s p i t a l s
Enterprise Limited, to create a healthcare powerhouse that has a
l e a d e r s h i p p o s i t i o n i n e v e r y sphere of healthcare it has entered.
MISSION of Apollo hospitals group
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 healthcare for the benefit of humanity –
Dr. Prathap C Reddy- Founder Chairman Apollo Hospitals Group
Tagline: Touching lives.
Colour: Green, as it is soothing.
Logo: The logo shows a nurse holding a torch of flame. Nursing plays a phenomenal
role in the delivery of healthcare and the flame is the symbol of leadership, pioneering
and innovation.
Brand Mantra: Not just confines to curative care, but lets people know how not to fall
prey to illness.
Unique features: Trust of patients and providing comprehensive healthcare.
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About Apollo Hospitals (2004)
source: compiled by Icfai Research Centre, Ahmadabad
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Executive Directors
Dr. Prathap C. Reddy (Executive Chairman)
Ms. Preetha Reddy (Managing Director)
Ms. Suneeta Reddy (Executive Director, Finance)
Ms. Sangita Reddy (Executive Director, Operations)
Non-Executive Directors
Mr. P.Obul Reddy
Mr. N. Vaghu
Mr. Deepak Vaidya
Mr. Rajkumar Menon
Mr. T.K. Balaji
Mr. Habibullah Badshah
Mr. Steven J Thompson
Mr. Rafeeque Ahamed
Mr. Khairil Anuar Abdullah
Mr. G Venkatraman
The Apollo Group
Apollo Hospitals Enterprise Limited
Keimed.com Limited
Apollo Health and Lifestyle Limited
Medvarsity Online Limited
Apollo Hospitals Education and Research Foundation
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Lifetime Wellness International Ltd
AHEL Pharmacies Business
Online Equipment Services Pvt Ltd
Apollo Health Street Limited
Apollo Telemedicine Enterprises Limited
Family Health Plan Limited
Source: www.apollohospitalgroup.com
Apollo Health Street Incorporated
Apollo Health Street, a global Healthcare services company of the Apollogroup offers
Business Process Outsourcing and IT solutions and services toa global clientele. AHSL
was incorporated in the year 1999 with theobjective of establishing a Technology
Applications DevelopmentCompany for the Healthcare Industry while being able to
service andnetwork Apollo and its various businesses in healthcare.
Apollo Pharmacies
Apollo Pharmacies is the largest retail pharmacy chain in India. Apollo hasover 70
round-the-clock retail outlets in India striving to maintain a stock of prescribing drugs,
OTC medicines and other health and body care related products. additionally the retails
business is moving towards offering e-prescription based services to the end user and
the doctor.
Med Varsity Online Limited (MOL)
Med Varsity Online Limited was incorporated in the year 2000. Backed bytwo giants,
Apollo in medicine and NIIT Limited in the field of electronic-educationMedVarsity act as
a catalyst for students and is complementaryto the existing education system in the
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country. It has developed in-house,over 1500 hours of medical content that is
accessible to the medicalcommunity anytime and anywhere. Med Varsity today
addresses theneeds of over 5000 doctors across India.
Apollo Telemedicine Enterprises Limited (ATEL)
Apollo Telemedicine Enterprises Limited was incorporated in the year1999, with the aim
of developing the ‘Apollo Telemedicine Network’. The Apollo Telemedicine Network
allows the participant sites to collaborate with institutions in the country and abroad and
provides their clientele access to better healthcare in areas not adequately served by
the medical community.
Family Health Plan Limited (FHP)
Family Health Plan was developed in response to the overwhelming need for cost-
effective healthcare financing options. The company, in existence in the healthcare
insurance sector for over a decade, initiated the concept of ‘managed care’ in the
country to control spiraling medical costs, and to make facilities accessible. It’s the
largest Third Party Administrator (TPA)in Asia. It is affiliated to 1700 major corporate
and manages 4.7 million lives.
Apollo Heart Centre
In order to give shape to Apollo Hospitals goal of propagating the concept of well-being
through preventive healthcare, a specialized centre focusing on fostering cardiac health
has been launched. This specialized centre is a pioneer in providing diagnostic services
in a spacious and elegant environment. This centre was inaugurated at Greams Road,
Chennai on14th April 2006.
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The Apollo Heart Centre advocates prevention rather than treatment and offers
specialized, customized and comprehensive health packages, including services such
as the 64 slice CT Angio scan that, in a noninvasive manner, provides a very accurate
image of the heart and detects narrowing of the cardiac blood vessels. Timely
preventive health checks could logically forestall major complications, improve chances
of full recovery and prove extremely cost effective
Online Hospital Equipment Services Private Limited
(Equipment World)
The newest group venture 'Equipment World' is an electronic equipment exchange for
medical devices and high-end technology products used in the delivery of medical care.
It sources and selects high-end medical equipment, catalogues and provides expert
advice and services on technology, techno-commercial issues
Apollo Healthcare Consulting Services
Hospital management services
Through its Projects and Consultancy division, Apollo now manages more than 30
hospitals - a number that is increasing at a rapid rate. It assists new and existing
hospitals in their day-to-day activities. All managed hospitals become part of the Apollo
network and benefit from central marketing and purchasing programmers. The Apollo
managed hospitals network is present across India and the following international
locations like Nigeria, Kuwait, Yemen, Colombo and Dhaka.
Services include:
Human resource recruitment and management Medical equipment outsourcing
increasing business prospects in domestic and international geographies Improving
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billing rates per assignment Establishment of medical, nursing and administrative
protocols Preparation of Operating Protocols/Manuals Institution of Medical Auditing &
Budgetary Control Implementation of robust MIS/HIS provision of assistance in
obtaining ISO and other international certifications Conducting of CME's
Project consultancy services
the consultancy division also provides project consultancy service i n setting up hospital
projects in many countries. Pre-commissioning services include:
Building a Business Model
Design and Architecture of the hospital
Planning and Installation of all equipment
Human Resource Planning
Recruitment and Comprehensive Training
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Acrossthe Healthcare Spectrum
Performance Improvement Services
Apollo's Projects Management and Consultancy division enables hospitals to improve
their performance on numerous services clinical and administrative parameters.
These include:
•Administrative Support
•Nursing Skills Development
•Medical Equipment Consultancy
•Service Quality and Clinical
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•Improvement Consulting
•Laboratory Consulting Services
Apollo Hospitals, the largest healthcare group in Asia.
with over 8000 beds in more than 41 hospitals a string of nursing and hospitals
managements colleges and dual lifelines of pharmacies and diagnostics clinic providing
a safety net across Asia, Apollo Hospitals is a healthcare powerhouse you can trust with
your life. at Apollo Hospitals we unite exceptional clinical success rates and superior
technology with centuries-old traditions of Eastern care and warmth, as we truly believe
the world is our extended family-something our 14 million patients from 55 countries can
warmly affirm.
SPECIALTIES LIST
Anesthesiology
• Cardiology
• Diagnostics
ℵ Laboratory
ℵ Bio Chemistry
ℵ Haematology
ℵ Clinical Pathology
ℵ Microbiology
• Medical specialties
ℵ Dermatology
ℵ Dialectology
ℵ ENT
ℵ Gastroenterology & Hepatology
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ℵ General Surgery / Laparoscopy
ℵ Hand Surgery/Microsurgery/Plastic Surgery
ℵ Internal Medicine
ℵ Minimal Invasive Surgery
ℵ Neonatology
ℵ Nephrology
ℵ Neurosurgery
ℵ Obstetrics & Gynaecology
ℵ Ophthalmology
ℵ Orthopaedics/Traumatology
ℵ Paediatrics
ℵ Paediatric Haematology
ℵ Paediatric Neurosurgery
ℵ Psychiatry
ℵ Radiology
ℵ MRI
ℵ CT Scan
ℵ Doppler
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AWARDS AND ACCOLADES
Over the years, Apollo has received many awards and accolades in recognitionof its
pioneering achievements in Indian healthcare.
Apollo Hospitals, Chennai & Hydderabad have won healthcare awards, 2008
instituted by the Express Healthcare Publications (The Indian Express
Group)
The awards received include :
o Apollo Hospitals Chennai-Overall Best Hospital of the year
o Apollo Hospital Chennai - Operational Excellence
o Apollo Specialty Hospital, Chennai - Leveraging Global Opportunity
o Apollo Health City Hyderabad - Sustained Growth
o Apollo Health City Hyderabad- Patient Care
Apollo Hospitals, Chennai rated 'Best Private Sector Hospital' in India by The
Week magazine for 2003, 2004 and 2007.
Ξ Apollo Hospitals recognized as a 'Super brand of India ' i n t h e healthcare sector
for 2003 and 2004
Ξ Apollo Clinics awarded Franchisor of the Year for 2003 and 2004
Ξ Asia-Pacific BioBusiness Leadership Award 2005 to Dr. Prathap C.Reddy, Founder
Chairman Apollo hospitals group.
Ξ Modern Medicare Excellence Award 2006-07" award to Dr.PrathapC R e d d y ,
Founder Chairman, Apollo Hospitals Group, by ICICI Group, to honor outstanding
achievements in the healthcare industry.
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Ξ Save a Child's Heart (SACH) - runner-up in the 'Corporate Governance' category at
Hospital Management Asia 2004, a majorhospital expo in Bangkok, Thailand
Ξ Avaya Global Connect award for the second successive year, in 2006, to
Apollo Hospitals, Hyderabad for customer responsiveness in the healthcare sector
based on a nationwide polling exercise.
Quality Driven Approach: Accreditations
Accreditations
Joint Commission International Accreditation
The Joint Commission International (JCI) is a U.S. based accreditation body dedicated
to improving healthcare quality and safety around the world. The
accreditation is an international gold standard for hospitals and has been
sofar achieved by only 24 hospitals in the world. The Apollo hospitals group achieved
the unique distinction of achieving accreditation for four of its hospitals at Delhi,
Chennai, Hyderabad and Ludhiana in quick succession. Indraprastha Apollo hospitals
Delhi became the first hospital in India, while Apollo Hospitals Chennai became the first
hospital in South India to achieve this unique and coveted accreditation. JCI works
directly with healthcare organizations to achieve their goals of providing quality clinical
care and services in safe, efficient and well-managed facilities. JCI assesses through a
rigorous on site survey process, a healthcare provider's quality in the following key area.
•Access to health care
•Health Assessment and care processes
•Education and rights of individuals
•Management of information and human resources
•Safety of facility
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•Infection control
•Collaborative integrated management
•Facility management
Performance Measurement
Medical Milestones
•Employs over 4000 specialists and super-specialists and 3000 medicalofficers
spanning 53 clinical departments in patient care
•Achieved a 99.6% success rate in cardiac bypass surgeries, over 91%of these were
beating heart surgeries
•Conducted over 55,000 cardiac surgeries - one of only 10 hospitals inthe world to
achieve these volumes
•First Indian hospital group to introduce new techniques in CoronaryAngioplasty,
Stereotactic Radiotherapy and Radio surgery
•Performed over 7,50,000 major surgeries and over 10,00,000 minorsurgical procedures
with exceptional clinical outcomes
•Pioneered orthopaedic procedures like hip and knee replacements, theIllizarov
procedure and the Birmingham hip re-surfacing technique
•Pioneered the concept of preventive healthcare in India successfullycompleted over
700,000 Preventive Health Checks
•First hospital group to bring the 64 Slice CT-Angio scan system.
•First hospital group in South-East Asia to introduce the 16 Slice PET-CTScan
•First to perform liver, multi-organ and cord blood transplants in India
•Equipped with the largest and most sophisticated sleep laboratory inthe world
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Quality assurance
ACE Model
The Apollo Clinical Excellence (ACE) Model has been conceived by the
Apollo Hospitals group in order to ensure that international healthcarestandards are met
and maintained across all the hospitals in the group.
Concept of ACE
The key areas that determine the quality of services provided at ahealthcare facility are
•Clinical professionals
•Support personnel
•Equipment
•Patients
•Environment of care The following parameters are taken into consideration in rating the
quality and standards of the hospitals within the group.
•Quality Indicators of clinical processes, outcomes and infection control
•Analysis of Sentinel events and Root Cause Analysis
•Clinical staff credentials, appraisals, privileging for senior staff, job descriptions for
junior staff and training of all in resuscitative techniques
•Collaborative governance through multi-disciplinary committees
•Effective utilization of resources through implementation of clinical pathways
An ACE Model Scoring System is used, as shown below, to rate the hospitals in the
above mentioned parameters. The total scores for each category are indicated below.
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SI. NO CATEGORY POINT
1 Quality indicators 200
2 Clinical pathways 100
3 Medical staff 100
4 Sentinel events 50
Vertebra brand consultants for Apollo Hospitals
Brand equity building specialist, Verte brand will give to Asia's healthcare major AHEL
for their expansion and brand-building exercise. The idea is to brand the image of the
hospital way above practicing doctors and the available facilities.
APOLLO GROUP’S new partnership with Verte brand comes alongside AHEL’ srecent
announcement to entail a fresh investment of Rs 1,446 crores over the next two years.
In view of their plan to add over 2,000 beds to the existing 10,000 beds and another
3,000 beds by acquiring small and medium sized hospitals, the company wants to
reinforce its strength as a premier healthcare provider and to promote a strong brand
identity in the healthcare sector.
“Our involvement with the Apollo Group would be to leverage an organized brand-
building programme for AHEL. This would be worked out for thee xisting AHEL
hospitals and those in the pipeline,” said the managing director of Verte brand, Raghu
B Viswanath.
According to the managing director of AHEL, Preetha Reddy, AHEL’s new brand-
building exercise in its 25-year history will make a big difference to healthcare focus and
delivery. Apollo Hospitals is among the most trusted healthcare providers today and the
company is now looking at expansion based on the strength of the brand, she said.
Viswanath said that branding the identity for a premier group of hospitals like Apollo
becomes very vital because of the hectic activity in the healthcare space with reference
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to several international players coming into the picture.“The idea is to brand the image
of the hospital way above practicing doctors and the available facilities,” he felt.
The Apollo Group is the first corporate major in the healthcare sector that Verte brand is
handling. Verte brand has worked with leading brands like Subhiksha, Nilgiri’s and W in
the retail sector, the Taj Group in the hospitality sector, Murugappa Group (TI Cycles)
and HP in the IT sector, among others.
Vertebrand has developed an innovative brand building exercise tool known as V Touch
that can be incorporated to suit any organization in the service sector. The same would
be integrated to the brand building strategies for AHEL, informed Viswanath. The
consulting tool measures the service excellence of a brand in the service sector such as
retail, hospitality, and healthcare and so on. V tool is said to provide far more flexibility
than other branding models in the world as it is developed internally while considering
all aspects of the branding exercise, Viswanath added.
About Verte brand:
Verte brand has a real edge that comes from the composition of our personnel. Thanks
to a unique combination of left-brain and right-brain thinking, we have the capacity to
add a creative edge that stems from our scientific core. We have more than our share of
engineers from IIT’s and MBAs from IIMs and other premier business institutes.
However, we also have people with a strong background in branding and marketing
creativity from some of India’s top advertising agencies. This unique combination of
scientific process and right-brain thinking results in solutions that are innovative,
unusual and workable.
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Apollo is Super brand
Apollo Hospitals, the healthcare service provider, is now recognized as a’ Super brand
of India’ in the Healthcare Sector, for the year 2003. The brand has been selected out of
a national list of 711 brands across 95categories. The selection was undertaken by an
independent Super brands Council, comprised of India’s leading Marketing and
advertising professionals.
The Apollo Hospitals Group is the third largest health service provider in the world. The
group is present in over 37 locations in India. Some of the segments where Apollo is
present are, hospitals and clinics, pharmacies, IT Outsourcing and medical education.
To reach out to the rural populace, Apollo has a special division called Telemedicine.
The Family Health Plan is covered under the Apollo Hospital Management Projects and
Insurance.
Today, Apollo Hospitals is a name synonymous with superior medical technology and
superior service quality. It has worked towards providing the best service to those who
come to their hospitals.
The team of doctors associated with the Apollo Hospitals is recognized in their
respective fields, both within India and abroad. The Apollo team of doctors and medical
assistants provide world class treatment, care and support to patients who go to them.
Commenting on the Super brand status, Dr. Prathap C. Reddy, Chairman, Apollo
Hospitals said, “Apollo Hospitals has always believed in providing the best service and
treatment to its patients. Over the last twenty years, we have worked towards being
among the top five healthcare service providers in the world. With our thrust on medical
technology and superior service, we have been well recognized in India and abroad.
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Being adjudged as a Super brand in the healthcare sector has reinforced our
determination to become the best healthcare provider in the world.”
The Apollo Hospitals has been adjudged a Super brand for the following reasons:
•Apollo’s exceptional status as a brand with existing and potential customers, media,
suppliers and joint venture partners.
• The large mind share it enjoys when compared to other names and brands in the
healthcare sector.
• The significant emotional advantage the brand provides. - Apollo’s business
presentation and approach in India and abroad.
•Apollo Hospitals has continuously worked towards making its presence felt nationwide.
•Apollo is present in every sphere of the healthcare space such as hospitals, clinics,
ITES and pharmacies. Apollo Hospitals continued to maintain its growth momentum
during the year2002-03 registering an impressive growth in its turnover and profits. The
turnover increased by 19% from Rs. 377 Crore to Rs. 448 Crore.
Super brands is a concept that started 10 years ago in the UK to chronicle case studies
of exceptional brands; to pay tribute to them and their brand guardians. The concept
has been replicated in over 26 countries; some of them are Australia, France, Hong
Kong, US, UAE, Malaysia and India.
The criteria the Super brands Council adopted do not anything to do with market share,
but more with the brand image and perception. The influencing factors were largely the
brands’ mind dominance, goodwill, consumer loyalty and emotional bonding.
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OBJECTIVES & SCOPE OF WORK
1. To study about people perception about Apollo hospital in Chennai.
2. To identify the factors that influence people to choose the Apollo hospital for
treatment.
3. To study the various service provided by Apollo hospital and their impact towards
patient whether they aware of the treatment offered by hospitals.
From this study the researcher, will come to know about people perception about Apollo
hospital in Chennai. What they need from the hospitals in addition to services provided
by them and whether they satisfied with the present service provide by Apollo hospitals
in Chennai.
DESIGINING THE RESEARCH METHODOLOGY
Research methodology depends, to a large extent, on the target population, and how
easy or difficult to access it is.
The major parts of the research methodology are:
•Research method – secondary and primary
•Sampling plan
•Questionnaire design
•Field work plan
•Analysis plan
Secondary and primary research
• Secondary research is any information we may use, but which has not been
specifically collected for the current marketing research.
• This includes published sources of data, periodicals, newspaper reports, and
nowadays, the internet.
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• Primary research can be defined as research which involves collecting information
specifically for the study on hand, from the actual sources such as consumers, dealers
or other entities involved in the research.
Sampling plan
This is the statement of what will be the sample composition and size. This is the most
critical of all decisions in the marketing research process, because we are usually trying
to make a statement about the target population based on our study of the sample. The
researcher going to prepare a questionnaire of around 10 questions. The researcher
going to meet at least 100 persons who loyal to single hospitals, who not loyal to single
hospitals, and they can change hospitals according to their need and financial status.
The researcher going to find what the main reason for them to change of hospitals. The
researcher going to use SPSS (statistical package for social science)package for
getting result to interpret the information collected from the public.
Methodology
Primary data: through questionnaire
Collecting information through
1.Questionnaires
2.Face-to-face interviews
3.Internet
Sample composition
Patients of Apollo hospitals as well as from some of the other hospitals patients.
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Sample size
• Convenience sampling: No sampling technique was employed in arriving at a sample
size. It is a convenience sampling our use.
• Public sample size-100 (75% Apollo + 25% others).
PROBABLE SOURCES OF LITERATURE REVIEW
The researcher going to collect information about the hospitals in official hospital
websites and the researcher going to refer magazines and journals of ICFAI
publications and other publications.
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QUESTIONNAIRE
NAME:
AGE:
GENDER: MALE FEMALE
OCCUPATION: STUDENT GOVT EMPLOYEES
NURSES PRIVATE CO EMPLOYEES
EDUCATIONAL QUALIFICATION: 10th 12th
GRADUATION POST GRADUATION
ANNUAL INCOME: less than 100000 PA 100001 -200000
200001 – 500000 ABOVE 500000
1. Are you concern about going to same hospital?
YES NO
2. Are you going to regular checkup?
YES NO
If yes, specify the name –
3. If Yes to question 2. How many times a year?
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_________________________
4. Is the hospital providing you the best service?
YES NO
5. Is the hospital providing you the latest technology treatment?
YES NO
6. Is the hospital has reduce waiting time for out-patient?
YES NO
7. Whether hospital provides you best accommodation?
YES NO
8.Is the hospital is having enough No.of.Nurses to serve the patient?
YES NO
9. Is the hospital is charging more cost compare for treatment compare to other
hospitals?
YES NO
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10.Is the hospital is having enough No.of.Doctors to treat the patient?
YES NO
11.Is the hospital is having enough No.of.rooms for the patient?
YES NO
12.Is the hospital is having enough No.of.medicines available?
YES NO
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