a study on brand image of apollo hospital in delhi by pranavjha305

VIEWS: 188 PAGES: 77

									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

                                       Page 1 of 77

I am very happy that I have been doing this project in Apollo hospitals in Delhi this is



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

                                    Page 2 of 77
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.


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

                                        Page 3 of 77
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

                                        Page 4 of 77
mistaken for hospitals. The eror is thought to have occurred because similar edicts and

records talk of Ashoka importing medicinal supplies.


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.


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.


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.

                                         Page 5 of 77
Modern hospitals have information infrastructure such as secured patient

information system and PACS.


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.


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.

                                         Page 6 of 77

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.


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


                                             Page 7 of 77

A teaching (or university hospital) combines assistance to patients with teaching

to medical students.


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



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

                                      Page 8 of 77
       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

                                 Page 9 of 77
   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


   Specialized: This category includes trauma centers and children’s

    hospitals. Specialized hospitals deal with specific special needs like

    psychiatric problems.

                                      Page 10 of 77
The lists of Hospitals in Delhi are as follows:



      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

                                        Page 11 of 77
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


Investigations included in Medical Checkup :

Hemogram                        Biochemical Parameters

Haemoglobin                     Blood sugar(Fasting & PP)

MCHC,MCV,MCH,ESR                Uric Acid

DLC                             Lipid Profile

                                       Page 12 of 77
Platelet count



Peripheral smear              Total protein

Liver Function Test           General Test

                              Blood     Grouping      &   RH
Total protein

Globulin                      Stool examination

SGPT                          ECG(Resting)

SGGTP                         X-Ray(Chest)

                              Ultrasound screening of the
                              whole abdomen

A/G Ration                    Pap smear

Alkaline Phosphate

S.Bilirubin(Total & Direct)

                                      Page 13 of 77
                                      KIDNEY ASSESSMENT



                                      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

                                               Page 14 of 77
assessment of the ageing process, vaccination history, cancer screening etc.

Detailed   physical   examination      of     the   entire   body   by    di_erent   specialists.


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

MCHC, MCV, MCH                  Urine Micral (for diabetics)

Total WBC

Di_erential Count

Peripheral Smear

Platelet Count

Cardiac Profile                 Lung Function Tests

                                            Page 15 of 77
ECG (Resting)                   X-Ray Chest

Echocardiogram                  Spirometry

TMT / Stress Thallium

(if advised by Cardiologist)

CT Coronary Angio

Total Cholesterol

HDL Cholesterol

LDL Cholesterol


Total   Cholesterol   /   HDL


VLDL Cholesterol


Total   Cholesterol   /   HDL


                                     Page 16 of 77
Serum Homocystine

Serum       Apo   Lipoprotein


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




Acute   Phase      Reactants    Viral Markers

                                       Page 17 of 77
(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

Fasting Insulin

Free Testosterone (for men

above 50 years)

General Tests                Cancer Screening

                                   Page 18 of 77
Blood Grouping & Rh Typing     Papsmear (for women)

                               Mammogram               with

VDRL                           Ultrasound     Breast   (for


Complete Urine Analysis        CA – 125 (for women)

Urine Culture & Sensitivity
                               PSA (for men above 50 yrs.)
(for women)

Stool Test (Routine & Occult

Ultrasonogram of the whole



With Coronary Angio, Generalised Atherosclerotic Screening and Virtual Colonoscopy

(with preparation)

                                     Page 19 of 77
    Rejuvenation Evaluation & Counselling:

   Hormone, Vitamin and Mineral Assay

   Lifestyle Assessment

   Evaluation of Ageing & Sexual Health

   Ayurvedic Constitution Test


    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


   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)

                                           Page 20 of 77
   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.

                                          Page 21 of 77
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

Haemoglobin                    Fasting Blood Sugar

                               Post Glucose / PP Blood

RBC                            Urea

MCHC, MCV, MCH                 Creatinine

Total WBC                      Uric Acid

Di_erential Count

Peripheral Smear

Platelet Count

Lipid Profile                  Liver Function Tests

                                       Page 22 of 77
Total Cholesterol               Total Protein

HDL Cholesterol                 Albumin

LDL Cholesterol                 Globulin

LDL Cholesterol                 SGPT

Total   Cholesterol   /   HDL
                                Alkaline Phosphatase




General Tests

Blood Grouping & Rh Typing

Complete Urine Analysis

Stool Test

ECG (Resting)

X-Ray Chest

                                       Page 23 of 77
Ultrasonogram      of        the


Pulmonary    Function   Test


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,


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

                                     Page 24 of 77
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 :

                                 Executive     Heart        Wholebody
                                 Check         Check        Check






Platelet Count


                                          Page 25 of 77



Liver Function Test

Total Protein





A/G Ratio



S.Bilirubin (T &


Kidney Assessment


                      Page 26 of 77

Complete        Urine


Biochemical Parameters

Blood       Sugar

(Fasting & PP)

Uric Acid

Lipid Profile

General Tests

Blood Group &

RH typing




Papsmear         (For


PSA (for male)

                         Page 27 of 77


Heart Tests

ECG (Resting)

Treadmill Test

2D Echo


Xray Chest PA


screening of the

Whole abdomen


Mammography -

for female



Internal Medicine

                    Page 28 of 77



General Surgeon

(Genital & Rectal

Examination)- for




(Breast & Pelvis

examination)- for



Consultation with

Internal Medicine



Cardilogy (Heart


Consultant ENT

                    Page 29 of 77
(Ear,    Nose   &




Dental    (Dental






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.

                                       Page 30 of 77
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


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.


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.

                                       Page 31 of 77
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.


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

                                         Page 32 of 77
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


      George Soros's fund Quantum and Blue Ridge bought 10 per cent in Fortis


      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.

                                        Page 33 of 77
       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


       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

                                        Page 34 of 77
           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 &

                                       Page 35 of 77
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


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.

                                               Page 36 of 77
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.

                                               Page 37 of 77
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
      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
      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

                                              Page 38 of 77
      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

                                               Page 39 of 77
    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.

                                     Page 40 of 77
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

                                               Page 41 of 77
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


A US$ 36 billion industry today and growing at 15% CAGR, the Indian

healthcare industry will be a US$ 280 billion by 2022.

                                   Page 42 of 77
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.

Hospital      Number of     Number of    Number                 Revenue
Groups        Locations     Hospitals    of Beds                (2005-06 (In
                                                                Rs. Crore)
                       11           11        3000 All Metros             779

                                  Page 43 of 77
                            8           10        1400 Mumbai and          210
                                                       West India
                            5           13        1855 North India         100
                            1            6            765 Delhi & NCR      137
                                                       South India
Health                      9           11        3000                -
                                                       Karnataka) and

                                                          South and West
Care Hospital             11            14        2000

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

                                      Page 44 of 77
      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.

                                         Page 45 of 77
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


                             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%

                                Page 46 of 77
Oriental                                    210                    262       25%

Star Health & Allied
                                               2                    45    2152%

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.

                                    Page 47 of 77
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

                                 Page 48 of 77
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.

                                 Page 49 of 77
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 &


                                      Page 50 of 77
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.

                                       Page 51 of 77
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


                                       Page 52 of 77
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.

                                             Page 53 of 77
About                    Apollo                     Hospitals   (2004)

source: compiled by Icfai Research Centre, Ahmadabad

                                    Page 54 of 77
Page 55 of 77
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

                                            Page 56 of 77
      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

                                          Page 57 of 77
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.

                                       Page 58 of 77
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

                                         Page 59 of 77
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

                                        Page 60 of 77
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

                                     Page 61 of 77
•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.



•     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

                                      Page 62 of 77
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

                                Page 63 of 77
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


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.

                                      Page 64 of 77
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
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

                                       Page 65 of 77
•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

                                        Page 66 of 77
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



•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.

                                         Page 67 of 77
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

                                       Page 68 of 77
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.

                                        Page 69 of 77
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


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.

                                      Page 70 of 77
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.

                                        Page 71 of 77
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


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.

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.

                                       Page 72 of 77
• 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.

             Primary data: through questionnaire

             Collecting information through


 2.Face-to-face interviews


Sample composition
Patients of Apollo hospitals as well as from some of the other hospitals patients.

                                        Page 73 of 77
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).

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.

                                       Page 74 of 77


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?

                                       Page 75 of 77

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

       YES                  NO

                                       Page 76 of 77
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

                                       Page 77 of 77

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