STUDY ON MARKETING STRATEGY OF

SPARSH HOSPITAL & TRAUMA CENTRE

SUMMER TRAINING PROJECT REPORT

SUBMITTED TOWARDS PARTIAL FULLFILLMENT
OF
MASTER OF BUSINESS ADMINISTRATION
(Affiliated to Abdul Kalam Technical University)
Academic Session
[2018-2020]

SUBMITTED TO – SUBMITTED BY-

Mrs. PUNJIKA RATHI PRINCE
ROLL NO - 1814370040

IMS ENGINEERING
COLLEGE
COLLEGE CODE 143
GHAZIABAD– 201009
 IMS Engineering College, Ghaziabad – Delhi NCR

A NAAC ACCREDITED INSTITUTION

(Approved by AICTE & Affiliated to Dr. A.P.J Abdul

Kalam Technical University, Lucknow)

CERTIFICATE

This is to certify that Ms./Mr. PRINCE Roll No. 1814370040 is a bonafide

student of MBA 3rd semester during session 2019-2020. The summer

training Project report entitled MARKETING STRATEGIES has been

prepared by him/ her in partial fulfillment for the award of degree of Masters

in Business Administration of Dr. A.P.J Abdul Kalam Technical University,

Lucknow (formerly UPTU Lucknow).

PUNJIKA RATHI Dr. Monica Verma

(Faculty In- charge) Head - MBA

 DECLARATION

I PRINCE (Roll No. 1814370040) student of MBA 3rd semester hereby declared that I have

carried out summer training on the topic, “Marketing Strategy Of Sparsh Hospital & Trauma

Centre” at the Hissar, Haryana.

I further declared that this research work is my original work and no part of this report has been

published or submitted to anybody or university award of any other degree or diploma. I also

take the responsibility of any shortcomings.

Date:

Place:

Signature:
 PREFACE

I am the student of IMS Engineering College Ghaziabad, pursuing MBA towards the partial

fulfillment of it. I have undergone a summer project for the period of 45 days at Sparsh Hospital

& Trauma Centre. I have put my Endeavour to make the objective accomplished in stipulated

time.

The study was conducted to analyze the “marketing strategies of the hospital” at Sparsh Hospital

& Trauma Centre. This training helped me in turning the class theoretical knowledge into useful

practical knowledge.

My area of research being the hospital marketing helped me gain knowledge during this

particular period, the employees of the organization were very cooperative and supportive.
 ACKNOWLEDGEMENT

The research report will be incomplete without extending my sincere vote of gratitude to

everyone who helped me in the preparation of this dissertation. First of all, I thank “GOD

ALMIGHTY” for the blessings showered on me throughout this project work, which has helped

me in the successful completion of the training.. I am also thankful to Mr.Manjeet Singh – head

(HR department) of the outlet who guided and helped us in all possible ways they could at every

stage of the report.

My humble thanks to Mr. Manjeet Singh for helping me during the project report. I would also

like to thanks staff of the Hospital whom provided us all the relevant information and their kind

support, on the basis of which this report has been prepared.

 Executive Summary

As compared to 100 years ago, hospitals have changed in a great way. Modern hospitals are
highly scientific and complexly institutionalized. The industry has reached a point of where it
decides what services to be provided and how cost effective. The role of the hospital has been
broadened crossing the limits of curative healthcare. Furthermore, the healthcare has crossed the
barrier of the hospital walls to the community care. The modern hospitals have transformed from
health care to health education, training etc. Now hospital not only focus on the treatment of their
patients but a lot more has been added on the sleeves. Hospital nowadays focus on satisfaction of
their customer and patients, for which they not only give excellent treatment but also extra
facilities like A/C rooms, proper parking area, comfortable waiting rooms, timely checkup and
keeping customers up to date about the health of the patients, maintaining clean and hygienic
environment. In this cut-throat competition every hospital wants to have the highest market share
for which customer satisfaction is mandatory. Customers are getting more and more demanding
since availability of the facilities are increasing and every hospital should ensure that they have
good perception regarding the hospital so that good word of mouth could be spread. In this
survey, through the medium of questionnaire, we have tried to know the customers view for the
hospital and what they demand more from the hospital so that hospital could provide those
facilities and make their customers happy and satisfied.
 CONTENTS

SNo. TOPIC PAGE

NO.
1. EXECUTIVE SUMMARY 1
2. INTRODUCTION OF THE TOPIC 2
3. COMPANY PROFILE 25
4. OBJECTIVES 51
5. RESEARCH METHODOLOGY 53
6. DATA ANALYSIS AND INTERPRETATION 58
7. FINDINGS 69-70
8. CONCLUSIONS 70-71
9. LIMITATIONS 71-72
10. RECOMMENDATION 73
11. ANNEXURE 75
12. BIBLIOGRAPHY 80-81
 INTRODUCTION TO
THE HOSPITAL
MARKETING
STRATEGIES

Today, Patients have more options than ever before. As they get so much information
easily and available online, they no longer feel the need to visit the hospital or practice
closest to their location. That’s why it’s so important to have a planned, budgeted
healthcare marketing strategy to reach new and returning patients in your area at the
right time.
Even if you’re happy with your current patient volume, that doesn’t mean you can go
without a planned medical marketing strategy to keep your brand at the forefront of
people’s minds. Think of all the reasons someone might decide to switch healthcare
providers: a change in insurance, relocation, dissatisfaction with wait times, or just one
negative experience. You are not guaranteed to keep up your patient volume forever.

HOSPITAL MARKETING MIX

PRODUCT

A product is a set of attributes assembled in an identifiable form. The product is the

central component of any marketing mix. The product component of the marketing mix
deals with a variety of issues relating to development, presentation and management of
the product which is to be offered to the market place. It covers issues such as service
package, core services and peripherals, managing service offering and developing
service offering.

Hospitals today offer the following services:

1. Emergency services – Emergency services and care at most of the hospitals is

unique and advanced. The hospitals have state-of-the-art ambulances. The CCU's on
Wheels under supervision by medical and para-medical staff. There is hi-tech
telecommunication available to a patient in an emergency at any given time.
2. Ambulance services – Hi-tech ambulances linked by state-of-the-art
telecommunications are fully equipped with doctors that are available to render medical
attention and assistance in case of emergencies at the patient's doorstep.

3. Diagnostic services – Modern Hospitals are multi-speciality and multi-

disciplinary, that can handle any kind of ailment, they offer a wide range of facilities for
instance, Oncology, Orthopedics, Neurology, Plastic surgery and so on.

4. Pharmacy services – Most of the hospitals also have a pharmacy which is open
24 hours. It caters to the needs not only of the inpatients and outpatients, but also
patients from other hospitals who require emergency drugs.

5. Causality services – Causality service includes a 24 hrs. causality department,

which attends to the accident or emergency cases.

Apart from the above mentioned services, hospital also offers "Health Diagnosis
Programme" which is a complete, comprehensive, periodic health check up offered for
busy executives, professionals, business persons and so on. The health diagnosis
programme comprises of the following:

1. Master health check up

2. Executive Health check up

3. Diabetics health check ups etc.

Generally, the service offering in a hospital comprises of the following levels:

1. Core level – it comprises of the basic treatment facilities and services offered by the
hospital like diagnostic services, emergency services, casuality services etc.

2. Expected level – it comprises of cleanliness and hygiene levels maintained in the

hospital.

3. Augmented level – it comprises of dress code for staff, air conditioning of the hospital,
use of state of art technology, services of renowned consultants.

PRICE

It is one of the most prominent elements in the marketing mix. Price charged must be
able to target customers and it should co-ordinate with other elements of the marketing
mix. Price usually depends on treatment prescribed by the respective consultants and
the facilities offered to the patient .

As a service is intangible, it is very hard for deciding the price of the particular service
offered. Pricing strategy adopted does not depend on the price offered by competitors.
The pricing strategy is formulated after consulting the concerned heads of department.
Prices of various facilities revised every year depending on the change in technology.
Before fixing prices, government controls are also taken into consideration.
On admission, an initial deposit will be collected at the inpatient billing counter. The
amount extends on the category of room and the treatment or surgical procedure
planned. Various categories of rooms, ranging from the general ward which attends to
the needs of the lower classes to the deluxe suite which attends to the needs of the
middle and upper classes are available.

A hospital does not believe in profit maximization, it aims at providing quality service for
its customers at reasonable price.

PROMOTION

Promotion function of any service organization involves the transmission of message to

present, past and potential customers. Customers need to be made aware of the
existence of the service offered. Promotion includes advertising, personal selling, sales
promotion and publicity.

Hospitals do not normally undertake aggressive promotion, they rely a lot on a

favourable word of mouth. To crease the clientele, a hospital may continuously
introduce different health services like the accupressure clinic, master health
programmes and diabetes health checkups apart from annual health checkups offered
to different companies. (Corporate clients)

Hospitals conduct camps in rural areas to give medical check ups at a reasonable price
so that the rural people approach the hospital again in the future. They also sponsor
frequent visits to the spastic society, old age homes, etc. Hospitals generally advertise
in health and fitness magazines.
PLACE

It refers to contact point between the customer and the service provider, who gets the
benefit of the service. This element in the marketing mix leads to the identification of a
suitable location.

The two major issues considered regarding the decision of a place are accessibility and
availability of the service to customers. Accessibility refers to the ease and
convenience with which a service can be purchased, used or received. Availability
refers to the extent to which a service is obtainable or capable of being purchased, used
and received.

Factors influencing the placing decision are market size and structure by geographical
regions, number and types of competitors in the region, location of potentially attractive
consumer segments, local infrastructure, good road access facilities and public
transportation network. A hospital must be ideally located and must be easily
accessible to all.

PEOPLE

The People component reflects the important role played by individuals in the provision
of services. People are also an important element in the marketing mix.

Service personnel play an important role in an organization which offers service. The
behaviour and attitude of the personnel offering service will influence the customer's
overall perception of the service. Customers are a source of influencing other
customers by word of mouth.

It is necessary that the staff in hospital are trained to offer quality patient care with
human touch using state of the art technology.

The objective of offering quality service to the patients can be attained by:

Motivating employees to be efficient, dedicated and loyal to the organization. o Offering

regular on-job training of employees to ensure continuous improvement in health care.
Utilizing services of professional competent medical consultants. Use of latest
technology.

Motivation is not necessarily by giving high salaries. There are many other ways to
motivate the employees. Concessions should be given to the employee's near ones.
There should be regular liaison with them at all times. Knowing what the employees
want is very important. There should be active participation of the employees in the
activities of the hospital.

In a hotel, where the clientele is happy, free from any kind of tension, the job of the staff
becomes much easier, whereas in a hospital, the staff has to cater to the needs of sick,
depressed and an agitated lot. Warm ambiences with efficient and cheerful staff help
make the experience of the public a memorable one. Therefore, it is very important that
the staff of the hospital is friendly and comforting, always wearing a smile.
PROCESS

Process is a set of activities that take an input, convert it and add value to the input and
finally create an output. Process has only recently been given much attention in the
service sector although it has been the subject to study in manufacturing for many
years. Processes are designed by blue a print, which sets a standard for action to take
place and to implement the service. In a hospital, the process is divided into three
phases.

1. The Joining Phase

It includes the following:

* The arrival of the patient.

* Registration – where a patient has to make an initial deposit at the in-patient billing
counter after which a file is opened in the patient's name to know the patient's medical
history.

2. The Intensive consumption Phase

It includes the following:

Diagnosis – where the consultant diagnoses the illness by making the patients undergo
various tests.
Treatment – when the illness is treated with proper medication or surgery and so on.

Information about further actions – the consultant will instruct the patient regarding the
diet to be followed, the medication to be taken, when to consult him again in the future
and so on.

3. The detachment Phase

It includes the following:

* Discharge of the patient – a patient can be discharged from the hospital on the advice
of the consultant

* Payment – after the patient is discharged, the bill will be paid at the billing counter.

4. Feedback

At this stage, the patient is requested to fill an evaluation form, which assists the
hospital authorities to know the level of satisfaction derived by the patient. Patients'
suggestions are always welcomed, valued and considered and many times are very
useful for improving the services of the hospital. General Process Organization in a
Hospital.

Within the hospital, it each department is looked, it is noticed that each department
serves the needs of another department, for example, the purchase department serves
the needs of the stores, the billing department serves of the finance department and so
on. So in a way, each department is a customer to another department, while at the
same time it might be a supplier to another department. Each department is an "internal
customer" or the other departments.

Only when each unit of the hospital understands who their customers are and what their
needs are, will the hospital develop basis for giving the best service in the most efficient
way to the patient.

In a way, each department or unit should consider itself to be a service provider serving
the needs of the customer department. In a superficial level, it may seem as if each
department is working as an independent unit rather than a team. However, the world-
over in many organizations that have used this concept, it has found that this kind of a
customer-supplier relationship helps to offer an important system of checks and
balances and gives the organization a more focused customer orientation.

PHYSICAL EVIDENCE

It is the environment in which the service is delivered with physical or tangible

commodities and where the firm and the customer interact. Physical evidence plays an
important role in hospital services.

It makes a huge impact on the customer. Physical evidence offers customers means of
evaluating the service. Corporate image plays in important role in terms of physical
evidence. This can be developed through corporate relation programmes.
Modern hospitals need to create a good ambience. Right from the reception one finds
very cordial and comforting staff. The ambience plays an important role because when
a patient walks into the hospital he immediately forms an opinion about the hospital.

The staff follows a dress code to show professionalism and to maintain discipline. The
staff is trained to be understanding, warm and comforting because the clientele that
goes to the hospital is usually disturbed or unhappy.

It is necessary for a hospital to be well organized and segregated into different

departments. All the doctors should be offered with a well-equipped cabin. The entire
hospital requires to be centrally air-conditioned with good lighting. Ventilation is taken
care of by air-conditioning.

Special care should be taken to maintain hygienic, cleanliness and whole hospital must
be well lit. This is taken care of by the housekeeping department. A hospital has to
keep in mind both the aspects of physical evidence that is essential and peripheral
evidence. Physical evidence particularly plays an important role in the hospital where
the patients are already depressed or traumatized and a good atmosphere could make
all the difference.

Strategic planning demands realistic and objective assessment. At least twice each
year, use the SWOT analysis to discover key internal and external issues and refresh
the strategies and tactics of your marketing plan. Understanding where you are today is
fundamental to achieving your future goals.
The well-known SWOT analysis appears disarmingly simple. But avoid the temptation
do it quickly or casually. Taking this valuable analysis for granted would be downright
unfortunate.

Thoughtfully listing the STRENGTHS, WEAKNESSES, OPPORTUNITIES and

THREATS of your situation should be done at least once a year even better, twice a
year. It’s a “big picture” exercise that challenges you to compile, analyze and evaluate
the significant influences that work for or against your strategic objectives.

A SWOT analysis is useful for hospitals, medical groups, and individuals in private

practice - it helps focus your marketing in areas that harbor the strongest benefits. Here
are a few ideas to maximize the value and generate effective strategies from this
exercise.

Internal: Strengths & Weaknesses

The top two sections (STRENGTHS and WEAKNESSES) both originate internally.
These are things that you can control. Strengths are helpful; Weaknesses are harmful .

STRENGTHS:

List of your capabilities and resources that can be the basis of a distinct competitive
advantage: What are the most important strengths? How can we best use them and
capitalize on each strength? Strengths could include:

 a new and/or innovative service

 capabilities or cost advantages
  cultural connections
 extraordinary reputation
 other aspects that add value
 special expertise and/or experience
 superior location or geographic advantage

WEAKNESSES:

What areas need improvement (or should be avoided)? Ask: What would remove or
overcome this weakness? Weaknesses can sometimes be the absence of certain
strengths, and in some cases, a weakness may be the reverse side of one of your
strengths. Weaknesses might include:

 absence of marketing plan

 damaged reputation
 gaps in capabilities or service areas
 lagging in technology
 management or staff problems
 own known vulnerability
 poor location or geographic barriers
 undifferentiated service lines

External: Opportunities & Threats

The lower two sections (OPPORTUNITIES and THREATS) both originate externally.
These are things that you cannot control. Opportunities are helpful; Threats are harmful.
OPPORTUNITIES: In addition to new or significant trends, what other external
opportunities exist and how can we best exploit or benefit from each? Examples might
include:

 a market vacated by a competitor

 availability of new technology
 changes in population profile or need
 Competitor vulnerabilities
 lack of dominant competition
 new market segment that offer improve profit
 new vertical, horizontal, or niche markets

THREATS:

Can include anything that stands in the way of your success. No practice is immune to
threats, but too many people miss, ignore or minimize these threats, often at great cost.
Ask: What can be done to mitigate each threat? Can a threat become an opportunity?
Threats could include:

 a competitor has an innovative product or service

 a new competitor(s) in your home market
 adverse changes in reimbursement or regulations
 changing insurance plans and/or contracts for major area employers
 competitors have superior access to channels of distribution
 economic shifts
 loss of key staff or associates
 new or increased competition
  seasonality
 shifts in market demand or referral sources

Seven simple rules for successful SWOT analysis

1. Be Specific: Avoid gray areas, vague descriptions or fuzzy definitions.

2. Be Objective: Ask for input from a well-informed but objective third party; compare it
with your own notes.

3. Be Realistic: Use a down-to-earth perspective, especially as you evaluate strengths

and weaknesses. Be practical in judging both sections.

4. Apply Context: Distinguish between where the organization actually is today, and

where it could be in the future.

5. Contrast and Compare: Analyze (realistically) in relation to your competition i.e.

better than or worse than your competition.

6. Short and Simple: Avoid needless complexity and over-analysis.

7. Update your marketing plan and goals: Once the key issues have been identified,
define the action steps to achieve change.

Planning Your Healthcare Marketing Strategy

Doctors tell their patients all the time that an ounce of prevention beats a pound of cure.
It’s better to have a strategy in place now than to wait until you find out your patient
database is nearly empty.

A healthcare marketing strategy is an investment. You may have to hire outside help
and plan for a larger budget than you have in the past. But in the end, it’s worth it for
that peace of mind–and to see your patient volume grow faster than ever before! To
help you along, we provided our top 15 items to include with any well-planned
healthcare marketing strategy.

1. Use consistent branding

You might feel confident your expertise sets you apart from other practices or hospitals.
But let’s face it–to a patient, one white coat looks just like the next.

You need to figure out what your brand is all about. What’s unique about your hospital
or practice? Is it the way you treat patients? Your family-friendly office? A spa-like
environment ? There is at least one thing that makes your team unique, and that’s what
helps patients remember your name.

It may take time to figure out what works for your brand. But eventually, your healthcare
marketing strategy comes together smoothly because you learn how best to represent
your brand with any marketing materials.

2. Evaluate the online patient experience

A decade ago, simply having a website was enough to impress prospective patients and
help them find your brand. But now, a website is healthcare’s new front door. It’s the
first thing patients often see, and if it’s not optimized for user experience, it may also be
the last time a person considers your hospital or practice.

Put yourself in a patient’s shoes. If someone were to land on any page of your site,
would they know your location and primary services in about 5-10 seconds? Would they
be able to contact the right person quickly? Do the imagery and wording represent your
average patient?

User experience is an important consideration in website design. But sometimes,

designers are so focused on making the website look good, they forget to focus on the
patient experience. We often find that websites need to be completely redone. However,
it might help to make small changes, like positioning the “Contact Us” form higher up on
the page.

3. Build a responsive website

A responsive website is one that automatically adjusts to the size of a screen, so the
experience is the same whether the site is accessed on a computer, tablet, or mobile
device. It’s the norm in website design today–but more than that, it’s something the
search engines are looking for when crawling your website to determine where you
rank.

Google cares about the user experience, and it will prioritize competitors who have a
site optimized for mobile. In general, responsive sites work best for the mobile
experience. But even if you currently have a responsive site, you should check that the
content and imagery continues to load properly on mobile devices.
4. Test site speeds
Marketers who study user behaviors online have proven that patients today are less
willing to put up with slow loading times than ever before. It only takes 5 seconds to lose
a prospective patient who decides to navigate elsewhere thanks to your slow site.

In fact, it’s another user experience issue that may cause your medical website to fall in
the search engine results. You can test your site speed at Google’s Page Speed
Insights here. If load times are slow, speak to your web developer about ways to speed
it up.

5. Optimize for the search engines

Search engine optimization is a powerful tool for getting your practice or hospital to the
top of the search engines. However, it’s a lot more complex than most people realize.
You cannot simply use the term “optometry practice” 100 times throughout your website
and hope to rank number one on Google among optometrists in your area. A large part
of SEO involves using the right keywords so that Google can crawl your site and make
sure you rank for the proper terms. But it also means using those
terms naturally throughout your content, as Google cares about readability first and
foremost. And this is only the beginning of best practices for SEO, which also include:

 Having links pointing back to each page on your site.

 Gaining back links from reputable sites.
 Managing your site index or sitemap.
 Claiming your site on Google My Business.
6. Utilize PPC and display ads
Search engine optimization is an organic way to make a practice or hospital more
visible online. However, even if your site ranks number one for a search term like
“dentist in Tulsa,” there are still 3 or 4 paid advertisements above that number one
search that people will see first.

These are pay-per-click advertisements, paid advertisements that are laser-targeted

to appear first for a set of search terms. With pay-per-click advertising (also known as
PPC or paid search), you can manage your budget and decide what you’d be willing to
spend to keep your site visible at the top of the search engines. Your return on
investment is clear and defined with both PPC ads and display ads that appear on the
sidebar or top of other websites.

7. Leverage social media (the right way)

Too many hospitals and practices rely on organic social media for a large part of their
digital healthcare marketing strategies. Organic social media means posting photos,
updates, events, and more directly to the Face book, Twitter, or Google+ platform, and
it’s a valid strategy to build your brand and let patients know what’s new.

However, it shouldn’t be your only social strategy. Paid advertising on social media is a

better way to reach the right people who may be looking for your services—even if
you’re not already connected. Let’s face it: few people share posts from local healthcare
organizations online unless they are already engaged with that group, or better yet,
employed by it.
Paid social media is about more than pressing the “Boost Post” button that appears
when you post from your business page. Like PPC and display advertising, it involves
strategizing and budgeting to target the audience you want.

8. Ask for reviews

Typically, patients only leave reviews when they are motivated to do so, or if they had
an above average (or extremely poor) experience. Unless you ask for reviews, you miss
an opportunity to feature positive feedback from patients who were satisfied with their
visit. This might be difficult for your front office staff to do–and they should not be
required to evaluate each patient’s level of satisfaction as they walk out the door.

That’s why we recommend automated reviews as part of any hospital or practice

healthcare marketing strategy. Here’s a brief overview of automated reviews: patients
use a computer or tablet at the office to rate the quality of service they received on a
scale of 1-10. High scores automate a follow-up email asking the patient to leave a
review on their site. Those positive reviews show up directly on your website and can
potentially counteract any negative reviews left elsewhere online.

Poor scores allow the practice or hospital a chance to ask the patient to elaborate and,
hopefully, reach out and resolve the issue.

9. Follow up with patient feedback

You can’t help it when patients have a poor opinion of your practice and leave reviews
on outside sites such as Yelp. What you can do, however, is follow up with any patient
feedback and show that you are working on the problem. Sites like Yelp allow you to
respond to patient feedback directly. With the right follow-up, patients may be motivated
to update their review to let others know the problem was resolved in a timely fashion.
Reputation management should be part of any healthcare marketing strategy, but this
doesn’t mean you should get defensive about negative reviews. It means upgrading
processes and equipment and ensuring the best possible patient experience moving
forward based on prior patient feedback.

10. Look into traditional media options

Many hospitals, groups, and practices are afraid to invest in external media
opportunities: traditional advertising sources like radio, television, billboards, and
newspapers. It’s a major investment, and you have to be careful about where you spend
your money to see the best results.

Having a trustworthy media buyer to make these decisions for you is the best way to
make sure your advertisements get seen by the right people at the right time. A
billboard in the middle of nowhere does little to bring in patients, but a television
advertisement that runs on a channel with demographics that represent your average
patient can do wonders for your ROI.

11. Build doctor referrals

How does your practice reach potential referring doctors? If you’re not using a physician
liaison, you’re not getting what you need. Too many practices and specialty groups trust
the front desk to reach out to doctors who may choose to refer their practice–but the
front desk simply does not have the time to commit to this!

Doctor referrals are some of your best organic strategies for bringing in new patients.
Your physician liaison should be visiting hospitals and practices every day, scheduling
lunches with potential referral bases, and keeping in touch with potential sources.
12. Check in with current patients
Though it may not compare to digital advertising, word-of-mouth referrals should always
be part of your overall healthcare marketing strategy.

Follow up with patients after an appointment or procedure to see how they’re doing. Ask
about their families, or send out birthday cards with a personalized touch. Send emails
and mail reminders for follow-up appointments, and do whatever you can to maintain a
relationship. Patients will always appreciate that you took the time and may make a
point to recommend you to friends and family.

13. Become an authority in your field

Prospective patients remember you when you establish yourself as an authority in your
medical specialty. Your PR (public relations) strategy should involve reaching out to the
appropriate media outlet when you have something to share–it’s free advertising for
your brand!

Stay up-to-date with your industry through LinkedIn groups and other online forums.
Consider following sites like HARO (Help a Reporter Out) to learn about interview
opportunities. Submit press releases from time to time–and consider hiring outside help
to boost your visibility.

14. Track your strategy

You should continuously monitor how your medical marketing strategy pays off in terms
of ROI. Each year, your healthcare marketing budget should adjust in terms of what you
want to focus on this year, based on a careful study of your metrics so far. There are
many ways to do this:
  Use a CRM (customer relationship management system) like Hub Spot to track
how patients engage with your campaigns via email or targeted landing pages.
 Use Google Analytics to find out what terms you rank for in the search engines,
and which terms you’re missing out on.
 Track your pay-per-click campaigns by setting up Google Ad Words.
 Use a HIPAA compliant phone tracking system to see how paid advertising is
paying off and to monitor your front desk.

15. Audit your front desk

You can have the best healthcare marketing strategy for anyone in your area…but if
your front desk staff cannot handle calls properly, you lose money and opportunities. An
audit of your front desk may reveal any of the following:

 Long hold times

 Confusion or misinformation
 A slow scheduling system
 An inability on the part of your staff to “sell” your services
 No strategy in place to get patients to book an appointment

We strongly believe that no healthcare marketing strategy is complete if you don’t take
the time to train the front office staff properly!
OVERVIEW OF
INDIAN
HEALTHCARE
INDUSTRY

Introduction
Healthcare has become one of India’s largest sectors - both in terms of revenue and employment.
Healthcare comprises hospitals, medical devices, clinical trials, outsourcing, telemedicine,
medical tourism, health insurance and medical equipment. The Indian healthcare sector is
growing at a brisk pace due to its strengthening coverage, services and increasing expenditure by
public as well private players.
Indian healthcare delivery system is categorised into two major components - public and private.
The Government, i.e. public healthcare system comprises limited secondary and tertiary care
institutions in key cities and focuses on providing basic healthcare facilities in the form of
primary healthcare centres (PHCs) in rural areas. The private sector provides majority of
secondary, tertiary and quaternary care institutions with a major concentration in metros, tier I
and tier II cities.
India's competitive advantage lies in its large pool of well-trained medical professionals. India is
also cost competitive compared to its peers in Asia and Western countries. The cost of surgery in
India is about one-tenth of that in the US or Western Europe.
Market Size
The healthcare market can increase three fold to Rs 8.6 trillion (US$ 133.44 billion) by 2022.
India is experiencing 22-25 per cent growth in medical tourism and the industry is expected to
reach US$ 9 billion by 2020.
There is a significant scope for enhancing healthcare services considering that healthcare
spending as a percentage of Gross Domestic Product (GDP) is rising. The government’s
expenditure on the health sector has grown to 1.4 per cent in FY18E from 1.2 per cent in FY14.
The Government of India is planning to increase public health spending to 2.5 per cent of the
country's GDP by 2025.

Investment
The hospital and diagnostic centers attracted Foreign Direct Investment (FDI) worth US$ 6.09
billion between April 2000 and March 2019, according to data released by the Department of
Industrial Policy and Promotion (DIPP). Some of the recent investments in the Indian healthcare
industry are as follows:

 Healthcare sector in India witnessed 23 deals worth US$ 679 million in H12018.
 India and Cuba have signed a Memorandum of Understanding (MoU) to increase
cooperation in the areas of health and medicine, according to Ministry of Health and
Family Welfare, Government of India.
  Fortis Healthcare has approved the de-merger of its hospital business with Manipal
Hospital Enterprises. TPG and Dr. Ranjan Pal could invest Rs. 3,900 crore (US$ 602.41
million) in Manipal Hospital Enterprise.

Government Initiatives
Some of the major initiatives taken by the Government of India to promote Indian healthcare
industry are as follows:

 On September 23, 2018, Government of India launched Pradhan Mantri Jan Arogya
Yojana (PMJAY), to provide health insurance worth Rs 500,000 (US$ 7,124.54) to over
100 million families every year.
 In August 2018, the Government of India has approved Ayushman Bharat-National
Health Protection Mission as a centrally Sponsored Scheme contributed by both canter
and state government at a ratio of 60:40 for all States, 90:10 for hilly North Eastern States
and 60:40 for Union Territories with legislature. The canter will contribute 100 per cent
for Union Territories without legislature.
 The Government of India has launched Mission Indradhanush with the aim of improving
coverage of immunisation in the country. It aims to achieve at least 90 per cent
immunisation coverage by December 2018 which will cover unvaccinated and partially
vaccinated children in rural and urban areas of India.

Achievements

Following are the achievements of the government in the year 2017:

 In 2017, the Government of India approved National Nutrition Mission (NNM), a joint
effort of Ministry of Health and Family Welfare (MoHFW) and the Ministry of Women
and Child development (WCD) towards a life cycle approach for interrupting the
intergenerational cycle of under nutrition.
 As of September 23, 2018, the world’s largest government funded healthcare scheme,
Ayushman Bharat was launched.
  As of November 15, 2017, 4.45 million patients were benefitted from Affordable
Medicines and Reasonable Implants for Treatment (AMRIT) Pharmacies.
 As of December 15, 2017, the Government of India approved the National Medical
Commission Bill 2017, it aims to promote area of medical education reform.

Road Ahead

India is a land full of opportunities for players in the medical devices industry. India’s healthcare
industry is one of the fastest growing sectors and it is expected to reach $280 billion by 2020.
The country has also become one of the leading destinations for high-end diagnostic services
with tremendous capital investment for advanced diagnostic facilities, thus catering to a greater
proportion of population. Besides, Indian medical service consumers have become more
conscious towards their healthcare upkeep.
Indian healthcare sector is much diversified and is full of opportunities in every segment which
includes providers, payers and medical technology. With the increase in the competition,
businesses are looking to explore for the latest dynamics and trends which will have positive
impact on their business. The hospital industry in India is forecasted to increase to Rs 8.6 trillion
(US$ 132.84 billion) by FY22 from Rs 4 trillion (US$ 61.79 billion) in FY17 at a CAGR of 16-
17 per cent.
India's competitive advantage also lies in the increased success rate of Indian companies in
getting Abbreviated New Drug Application (ANDA) approvals. India also offers vast
opportunities in R&D as well as medical tourism. To sum up, there are vast opportunities for
investment in healthcare infrastructure in both urban and rural India.
Exchange Rate Used: INR 1 = US$ 0.0159 as on March 31, 2019
 HOSPITAL
PROFILE AND
OTHER DETAILS

Summary of Sparsh Hospital & Trauma Centre

SPARSH HOSPITAL & TRAUMA CENTRE is a 50 bedded well equipped multispecialty

hospital employing the latest technologies and practices with skilled and qualified staff. The
hospital started as a Nursing home in 1993 and with a decade of service was upgraded to a full-
fledged Hospital on 1st April 2003.
The hospital is housed in a spacious multi-story building and having 12,000 sq. ft. covered area.

VISION STATEMENT

“To provide best & specialized medical services at par with national & international standards to
the people at minimum affordable cost with personal care & compassion while ensuring safety of
the care providers” .

MISSION STATEMENT

“To continuously improve the safety and the quality of care provided to the public through the
provision of healthcare accreditation and related services that support performance improvement
in health care organizations”.
Details of facilities available at each floor are mentioned below:

BASEMENT

Basement has RECEPTION, ENQUIRY along with spacious O.P.D. COMPLEX in

which O.P.D. is conducted by Super specialist & Specialist in all fields of Medicine &
Surgery. There are Six O.P.D. chambers which include appropriately equipped ENT and
OPHTHALMIC O.P.D as well. There is a separate Dressing room for O.P.D. patient.
Basement also has Basic investigation facilities like:

1. 20 ma X-RAY machine.
2. PATHOLOGY LAB with AUTOANALYSER, BLOOD GAS ANALYSER, BLOOD
CELL COUNTER, HISTOPATHOLOGY & SPECIMEN CULTURE FACILITY etc.
3. ECHOCARDIOGRAPHY, COLOUR DOPPLER & ULTRASOUND
4. ECG & UROFLOWMETRY.
5. PHYSIOTHERAPY UNIT
6. A spacious SEMINAR ROOM for discussion of complicated cases by a Panel of
specialist Doctors.
7. Generator room having 20KVA (Mahindra) and 45KVA (Kirloskar) Genset for round

o’ clock electricity backup.

Ground Floor

Casualty, ICU, CCU, OT Complex, Labor room, (Emergency Dept.)

1. Ground floor starts with CASUALTY for Emergency management of severely ill
patient & for any kind of TRAUMA & ROAD SIDE ACCIDENTS. It consists of two
emergency bed with central oxygen supply, suction apparatus, CPR kit, cardiac
monitor, pulse oximeter and Duty Doctor with technically skilled staff. It has dressing
room for routine casualty like stitching, plaster and abscess drainage. It has spacious
waiting area for attendant as well.

2. It has fully equipped ICU, ICCU & STATE OF ART MODERN O.T. COMPLEX.

3. ICU/CCU is well equipped with all lifesaving equipment as TWO VENTILATORS

(SIEMENS300A & SIEMENS900C), BIPAP, 6 MULTIPARAMONITORS &
DEFIBRILLATOR, CENTRAL OXYGEN SUPPLY,100ma portable X-RAY machine
etc. to provide round o’clock emergency medical services to the patients. It is well
managed by dedicated and technically qualified Doctor and paramedical staff. CCU is of
four and ICU is of five Beds capacity.
4. O.T. complex has three Operations Theatre with a wide working space out of which
one O.T. is equipped with extra corporeal shockwave lithotripsy from DIREX Company
and HI-FREQUENCY 9 inches C-ARM from Allegers for removal of renal & ureteric
stone without giving an incision. O.T. is having an operating microscope of CARL
ZEISS Company for MICROSURGERY, EYE & ENT surgery. Laparoscopic surgery
equipments are from Stryker Company for all kinds of laparoscopic surgeries.
Simultaneously two major surgeries can be conducted any time.
5. There is a separate Prelabor Room for delivery Patient. It is equipped with
Cardiotocograph (CTG) as well.

First Floor

It has DELUXE AC rooms, Private Air-cooled rooms, and semi-private wards & fully
ventilated General ward which is well supported by nursing station. 1st floor also consist
of well-equipped spacious NURSERY for the care of neonates (equipped with gradient
warmer, phototherapy unit, neonatal ventilator from Siemens 300A).

Second Floor

The second floor houses the staff quarters and is being used for maintenance of the
hospital.
This hospital premises are centrally air-cooled & is well supported by 24-hour electricity
supply facilities. It consists of 6KVA UPS & 45 KVA GENSET and 20 KVA GENSET
for smooth running of all lifesaving equipment to take care of even a minute lapse in
electricity supply.
Besides the above-mentioned features, the hospital also includes a medical store, STD
booth & a CANTEEN to serve hygienically prepared delicious food for indoor patients
and their attendants.

FACILITIES AVAILABLE
• 50 beds.
• Spacious O.P.D. complex.
• Panel of specialist & super specialist Doctors.
• 500-ma X-RAY machine for x-rays & procedures.
• Pathology lab for all tests under guidance of a Pathologist (equipped with semi auto
analyzer, ABG analyzer, blood cell counter.
• Echocardiography, Color Doppler, Ultrasound, ECG & Uroflowmetry.
• Emergency ward.
• Fully equipped I.C.U. having VENTILATOR, BIPAP, MULTIPARAMONITORS,
DEFIBRILATOR, Central oxygen supply etc. which is managed by technically qualified
staff & Doctor.

• Fully equipped C.C.U. having VENTILATOR, BIPAP, MULTIPARAMONITORS,

DEFIBRILATOR, Central oxygen supply etc. which is managed by technically qualified
staff & Doctor for the management of critical Cardiac Patient.

• Nursery for neonatal care (radiant warmer, phototherapy unit, neonatal ventilator).

• Microscope from CARL ZEISS for ophthalmic, ENT & micro vascular surgeries.

• State of the art modern O.T. COMPLEX with HI-FREQUENCY 9 inches C-ARM to
conduct all kind of super specialist surgeries at affordable & nominal prices like:
o EXTRA CORPOREAL SHOCKWAVE LITHOTRYPSY [Direx] for removal of renal &
ureteric stone without an incision.

o PERCUTANEOUS NEPHROLITHOTOMY (PCNL) i.e. removal of renal stone through a

single hole.

o URETERORENOLITHOTOMY (URS) i.e. removal of ureteric stone through urethra.

o Removal of renal & ureteric stone by Laparoscopy [three holes]

o OPERATING Microscope from Carl Zeiss for Microsurgery &Eye &ENT surgery.

o All kinds of orthopedic surgeries with or without C-ARM.

o Removal of foreign bodies in C-Arm.

o Endoscopic retrograde cholangiopancreatography (ERCP).

o All kinds of laparoscopic surgeries like laparoscopic cholecystectomy, diagnostic

laparoscopy, laparoscopic assisted vaginal hysterectomy, ovarian cystectomy, tubal
patency, tubal ligation, hernia, appendix, Laparoscopic CBD exploration etc.

o Thoracoscopy

o TURP (Prostate surgery).

o Arthroscopy.

o Joint Replacement surgery.

o Ambulance (24-hour service)

 o Round ‘O’ Emergency

o Physiotherapy unit.

"Laparoscopic, endoscopic, endourology, stone removal, painless delivery, trauma & joint
replacement Centre, Best laparoscopic hospital Hissar."

Laparoscopic

Laparoscopic surgery, also called minimally invasive surgery (MIS), band aid surgery,
or keyhole surgery, is a modern surgical technique in which operations are performed far
from their location through small incisions (usually 0.5–1.5 cm) elsewhere in the body.

Endoscopic

Endoscopic surgery uses scopes going through small incisions or natural body openings
in order to diagnose and treat disease. Another popular term is minimally invasive
surgery (MIS), which emphasizes that diagnosis and treatments can be done with reduced
body cavity invasion.

Endourology

The branch of urologic surgery concerned with closed procedures for visualizing or
manipulating the urinary tract. Urology, also known as genitourinary surgery, is the
branch of medicine that focuses on the surgical and medical diseases of the male and
female urinary tract system and the male reproductive organs.

DOCTORS OF THE HOSPITAL

DR. MANISH KUMAR GARG,
Senior Consultant, Laparoscopic & General Surgeon
MBBS; MS (General Surgery)
• All kinds of General Surgery.
• Laparoscopic Cholecystectomy,
• Laparoscopic Appendicectomy,
• Incisional Hernia, Laparoscopic inguinal hernioplasty,
• Laparoscopic surgery for varicocele (Ligation of Spermatic Vein),
• LAVH (Laparoscopic hysterectomy), Ovarian Cyst, Diagnostic Laparoscopy,
NDVH
• Laparoscopic Nephrectomy, Laparoscopic Ureter lithotomy,
• Laparoscopic CBD Exploration,
• Laparoscopic Cervical & Lumber Sympathectomy etc.
• Urology: - ESWL (Lithotripsy- crushing of stone by lithotripsy)), Cystoscopy.

Other Doctors

General Surgery

General surgery is a surgical specialty that focuses on abdominal contents including

esophagus, stomach, small bowel, colon, liver, pancreas, gallbladder and bile ducts, and
often the thyroid gland (depending on local reference patterns).

• Dr. SUBODH KANSAL (M.S., F.R.C.S., F.A.I.S.)

• Dr. MANISH KUMAR (M.S.)
• Dr. ATUL AGGARWAL (M.S.)
• Dr. ANIL GUPTA (M.S.)
 Laparoscopic Surgery

Laparoscopic surgery, also called minimally invasive surgery (MIS), band aid surgery, or
keyhole surgery, is a modern surgical technique in which operations are performed far
from their location through small incisions (usually 0.5–1.5 cm) elsewhere in the body.
• Dr. MANISH KUMAR

Medicine

The science or practice of the diagnosis, treatment, and prevention of disease (in
technical use often taken to exclude surgery). A drug or other preparation for the
treatment or prevention of disease.

• Dr. DEEPAK AGGAARWAL (M.D.)

• Dr. K. M. SINGH (M.D.)
• Dr. YOGENDRA PRAKASH (M.D.)

Orthopedics

A branch of medicine concerned with the correction or prevention of deformities,

disorders, or injuries of the skeleton and associated structures (as tendons and ligaments)

• Dr. ALOK MITTAL (M.S.)

• Dr. VIBHOR LOIWAL (M.S.)
• Dr. SANJAY JAIN (D. ORTH.)

Obstetrician & Gynecologist

A physician or surgeon qualified to practice in obstetrics relating to childbirth and the
processes associated with it. Gynecology is the medical practice dealing with the health
of the female reproductive systems and the breasts. Literally, it means "the science of
women".

• Dr. VANDANA DAYAL MITTAL (DGO)

• Dr. SHASHI PRABHA JAIN (DGO)

Pediatrician

A medical practitioner specializing in children and their diseases.

• Dr. ASHOK BHUWALKA (M.D.)

• Dr. ARUN KUMAR (M.D.)

Chest Physician

A medically qualified specialist in internal medicine who has sub specialized in the
diseases of the chest and the breathing system.

• Dr. MOHAN BANDHU GUPTA (M.D.)

• Dr. ASHISH AGGARWAL (M.D.)
• Dr. R. K. GARG (M.D.)

Hand Surgeon &Orthopaedical

Hand surgery is the field of medicine that deals with problems of the hand, wrist, and
forearm. Hand surgeons care for these problems with and without surgery. They are
specially trained to operate when necessary.
• Dr. SANJAY JAIN (D.ORTH.)

Urologist

A urologist is a physician who has specialized knowledge and skill regarding problems of
the male and female urinary tract and the male reproductive organs.
• Dr. S. RAWAL (M.S., MCH)

CARDIOLOGIST

A cardiologist is a doctor with special training and skill in finding, treating and
preventing diseases of the heart and blood vessels.

• Dr. RAHUL GOEL (M.D., D.M.)

• Dr. RAKESH GOEL (M.D., D.M.)

GASTROENTEROLOGIST

Gastroenterology (Mesh heading) is the branch of medicine focused on the digestive

system and its disorders. In the United States, gastroenterology is an internal medicine
subspecialty certified by the American Board of Internal Medicine (ABIM) and the
American Osteopathic Board of Internal Medicine (AOBIM).

• Dr. ANIL VERMA (MD., DNB)

• Dr. AJAY MITTAL (MD., DNB)
 NEPHROLOGIST

A neurologist is a doctor who specializes in treating diseases of the nervous system. The
nervous system comprises the central and peripheral nervous system. This complex
system involves the spinal cord and the brain.

• Dr. NEERU P. AGARWAKL (M.D., DNB.)

• Dr. D. K. GUPTA (M.D., DNB.)

NEUROPHYSICIAN

Most of their patients are referred to Neurological Physicians by other doctors. They may
be called to confirm a diagnosis or perform further testing. The Neurologist then goes
through patient history and conducts exams.

• Dr. MANOJ AGARWAL (M.D., D.M.)

• Dr. D. P. SINGH

CRITICAL CARE

The specialized care of patients whose conditions are life-threatening and who require
comprehensive care and constant monitoring, usually in intensive care units. Also known
as intensive care.

• Dr. ATUL JINDAL (M.D.)

• Dr. MUKESH GROVER (M.D.)
• Dr. TARUN KAMAR (D.A.)
• Dr. NEELAM GUPTA (M.D.)
 ONCO SURGEON & UNO ONCOLOGIST

When the patient was diagnosed with cancer, it was recommended he be treated by a
surgical oncologist.

• Dr. S. RAWAL (M.S., MCH.)

ONCOLOGIST

An oncologist is a doctor who specializes in treating people with cancer. The three main
types of oncologists are medical, surgical, and radiation oncologists. These different
types of oncologists often work together to treat a person with cancer.

• Dr. SANDEEP AGARWAL

ENT SURGEON

A medical specialist who is concerned with the diagnosis and treatment of disorders of
the head and neck, including particularly the ears, nose, and throat. ENT doctors are also
called otolaryngologists.

• Dr. RAJEEV GOEL (DLO)

EYE SURGEON
Eye surgery is a procedure that corrects certain vision problems, reducing or eliminating
the need for eyeglasses or corrective lenses. LASIK eye surgery is the most common type
of refractive surgery.

• Dr. ABHINAV GOEL (M.B.B.S., D.O.M.S)

NEUROSURGEON

Neurosurgery is the medical specialty concerned with the prevention, diagnosis,

treatment, and rehabilitation of disorders which affect any portion of the nervous system

including the brain, spinal cord, peripheral nerves, and extra-cranial cerebrovascular

system.

• Dr. ATUL GUPTA (M.S., MCH)

• Dr. SUDHIR TYAGI (M.S., MCH)

• Dr. K. K. SHARMA (M.S., MCH)

ENDOCRINOLOGY

The branch of physiology and medicine concerned with endocrine glands and hormones.

• Dr. PANKAJ AGARWAL (M.D., D.M.)

SPECIALISATION

 General Surgery

 Laparoscopic Surgery

 Medicine

 Orthopedics

 Obstetrician & Gynecology

 Pediatrics

 Chest Physician

 Hand Surgery

 Urology

 Cardiology

 Gastroenterology

 Nephrology

 NEUROPHYSICIAN

 CRITICAL CARE

 ONCO SURGEON & UNO ONCOLOGY

 MEDICAL ONCOLOGIST

 ENT SURGERY

 EYE SURGERY

 NEUROSURGERY

 ENDOCRINOLOGY
 CONTACT DETAILS

II F/172, Ambedkar Road, Kalka Garhi Chowk, Hissar

Phone: 0120-2798876 / 2798886

Website: www.plslhospital.com

E-Mail: [email protected]

Sparsh hospital and trauma center is now on panel of ECHS. Now our retired warriors can avail
caseless treatment at sparsh hospital hissar. Guys, for those who are not in my circle I'll like to
tell you that I myself am from defense background. I served in Air Force for about ten odd years
and proud of being a part of this elite organization. I have been at prestigious Army Hospital R &

R for two years. Now I feel happy to serve our defense personals once again even being in civil.
Thank, you all for your kind support and well wishes.

Sparsh Hospital and Trauma Centre, Hissar

26 August 2015 ·
We're now on panel of BSNL. Cashless treatment available for BSNL employees in our hospital.

Please share maximum to get benefits. Thanks.

Sparsh stands for the healing touch. Our motto is" we strive for your life". We are having 10
bedded ICU, dialysis, fully equipped operation theatre with facilities to conduct all major
surgeries including laparoscopic/ microscopic/keyhole surgeries. We have full-time physician,
Gynecologist, Skin specialist and visiting doctors for all other specialties round the clock.
Hospital cater for 24X7 emergency and trauma care.
BRIEFINGS OF
AYUSHMAAN BHARAT
YOJNA
Ayushman Bharat Yojana

Ayushman Bharat Yojana

Country India

Prime Minister(s) Narendra Modi

Launched 23 September 2018; 14 months ago

Status Active

Website https://www.pmjay.gov.in/

History
Ayushman Bharat Yojana or Pradhan Mantri Jan Arogya Yojana (PMJAY) or National
Health Protection Scheme[1] is a national scheme that aimed at making necessary interventions
in primary, secondary and tertiary health-care systems, in a holistic fashion.[2] It was launched in
2018, under the aegis of Ministry of Health and Family Welfare in India.

The National Health Protection Scheme (NHPS) scheme is formed by subsuming multiple

schemes including Rastriya Swasthya Bema Yojana, Senior citizen health Insurance Scheme
(SCHIS), Central Government Health Scheme (CGHS), Employees' State Insurance Scheme
(ESIS), etc. The National Health Policy, 2017 has envisioned Health and Wellness Centers as the
foundation of India’s health system which the scheme aims to establish.[3]

The Central Government Health Scheme (CGHS) was started under the Indian Ministry of
Health and Family Welfare in 1954 with the objective of providing comprehensive medical
care facilities to Central Government employees, pensioners and their dependents residing in
CGHS covered cities. This health scheme is now in operation with cities such as Bhubaneswar,
Bhopal, Chandigarh, and Bangalore. The dispensary is the backbone of the Scheme. Instructions
on these various matters have been issued from, time to time for the guidance of specialists and
medical Officers. The Central Government Health Scheme offers health services through
Allopathic and Homeopathic systems as well as through traditional Indian forms of medicine
such as Ayurveda, Unani, Yoga and Siddha.[4]

Reach

26 states and union territories accepted the scheme, except four states: Delhi, Odisha, West
Bengal and Telangana.[5] More than a lakh (100,000) people have taken benefit of the scheme till
October 2018.[6] By 26th November more than 825,000 e-cards were generated and there was a
push to recruit private hospitals to the scheme.[7]

Controversies

The scheme has been subject to significant criticism, from multiple aspects.[8]

There have been media reports of widespread misuse of the Ayushman Bharat scheme by
unscrupulous private hospitals through submission of fake medical bills. Under the Scheme,
surgeries have been claimed to be performed on persons who had been discharged long ago and
dialysis has been shown as performed at hospitals not having kidney transplant facility.[9] There
are at least 697 fake cases in Uttarakhand State alone, where fine of Rs one crore has been
imposed on hospitals for frauds under the Scheme.[10] However, unlike the earlier RSBY
(Rashtriya Swasthya Bima Yojana) era, plagued by lax monitoring of insurance fraud, AB-
PMJAY involves a robust information technology infrastructure overseeing transactions and
locating suspicious surges across the country. Many hospitals have been blacklisted and the
constantly evolving fraud-control system will play a major role in streamlining the scheme as it
matures. Initial analysis of high-value claims under PMJAY has revealed that a relatively small
number of districts and hospitals account for a high number of these, and some hint of an anti-
women bias, with male patients getting more coverage. Despite all efforts to curb foul-play, the
risk of unscrupulous private entities profiteering from gaming the system is clearly present in
AB-PMJAY.[11]
OBJECTIVES OF
STHE STUDY
OBJECTIVES OF THE SURVEY

1) To analyze the marketing strategy of the hospital.

2) To study what improvements to be made in the hospital so as to reach the patients and to

make marketing strategies affective.

3) To study the competitive position of the hospital in Hisar.

 RESEARCH

METHODOLOGY
 Research Methodology

The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and
other research techniques, and could include both present and historical information.
The research is a common parlance refers to a search of knowledge. One can also define
research as systematic and scientific search for pertinent information on a specific topic.
Well, all possess a vital instinct of inquisitions for, when the unknown confronts, we
wonder and our inquisitiveness makes us probe and attain full data and fuller
understanding of the unknown, can be termed as research. Research comprises defining
and redefining problem, suggesting solutions, collecting, organizing and evacuating data,
making deductions and reaching conclusion and at last carefully testing those conclusion.
Research Methodology is a way to systematically solve the problem.

Research Design:

A Research Design is a framework or blueprint for conducting the marketing research

project. It details the procedures necessary for obtaining the required information. A good
research design will ensure that the research project is conducted effectively and
efficiently. Research Design is broadly classified as Exploratory Research Design and
Conclusive Research Design. Conclusive Research design can further be classified into
Descriptive and Causal Research.
The research design used in the current study is:
Descriptive research: The major objective of this research is to determine the marketing
strategies of the hospital, how much helpful they are. Also to find out the reach of the
hospital name and services among the customers and whether they are happy with the
treatment in the hospital and also whether is there any improvement to be made to spread
the hospital services information among them through any other marketing tools.

Participants:

Most of the respondents or target population is students followed by the service

professionals in the hospital is middle class and lower-class people.
Sample size: 50 respondents.

Data Collection:

The data can be collected from both the secondary and primary data. Secondary data
already exists, having been collected for some other purpose, while primary data consists
of original information collected for the specific purpose.

Primary data:

In order to know the preferences of the customers / consumers visiting the hospital are
interviewed to know their feelings and attitudes about the facilities and the services that
the hospital provide them.
Secondary data:
Secondary Data is collected via Published Reports (Industry Reports, Journals, e-reports,
websites and Internet).
The data in this report is collected from primary data by taking interview of the patients
and their relatives personally.
 Sampling Technique:

The Sampling Techniques which have been used in the current study are:
1. Convenience Sampling: It attempts to obtain a sample of convenient elements. The
selection of sampling units is left primarily to the interviewer. The respondents are
selected because they happen to be at right place at right time. Sample population
selected because it is readily available and convenient.

Research Instruments:

Marketing researchers have a choice of two main research instruments in collecting

primary data – questionnaire and mechanical devices. In this case, questionnaire method
was followed to collect primary data with respect to the project which was finally
implemented after pre testing closed end, multiple choice questions were followed after
pre testing and two different type of questionnaires were used (for details see annexure)
closed end multiple choice questions were used so that minimum time of consumers /
respondents is consumed. And a few questions have been included to gauge the level of
marketing and to gain insight into customer information gaining expectations.
I used to get the questionnaire filled in a hard copy and then filled up in a Google
Documents and the data has been arranged and managed on an SPSS sheet and analyzed
using Frequency distribution, Bar Diagram and Pie Chart.
 Method of data Analysis:

Based on the type of data collected and the target segment with the appropriate statistical
methods, inferences are made. The response set of one variable is compared with another
set of variable to ensure detailed analysis of data.

Microsoft Excel software to analyze the data accurately.

DATA ANAYSIS

AND

INTERPRETATION
 DATA ANALYSIS

1. Your monthly household income

1) Below 10000
2) 10000 -30000
3) 30000-50000
4) Above 50000

Chart Title
18

13

10
9

1)      Below 2)      10000 3)     30000- 4)      Above

10000 -30000 50000 50000

Inference

58% of the customers have income level below 10,000 while just 1% of the customers have
income above Rs.50,000. It clearly shows that majority of patients come to this hospital belong
to either lower class or middle class.
 2. How do you come to know about Sparsh hospital?

1) Friend / relative recommendation

2) Advertisement
3) Google Live nearby
4) Other

Chart
20
Title

15

8
7

1)     Friend 2)     3)     4)      Other

/ relativ... Adverti... Google
Live...

Inference

More than half of the customers came to know about the hospital through others. It clearly states

that patients are highly satisfied with the treatment and are advertising about the hospital through

good word of mouth.

 3. Which factors are affecting the sales and market image of this hospital?

1) Good Services
2) Experienced doctors
3) Goodwill of the hospital
4) Recomendation
5) Other:

18 Chart Title
14
12

5
1

l :
es or
s
ita
n er
vic ct p atio th
r s
Se do ho en
d
   O
d d e     
oo n ce th co
m
5)
  G
rie of e
  ill  R
     p e
dw    
1) Ex  
  oo 4)
          G
2)    
3)

Inference

The participants disclosed their own reasons for choosing sparsh hospital as 12 of them stated it

to be the good services, 18 found the doctors to be highly experienced, 14 said it to be the

goodwill of the hospital, 5 of them choose it because of recommendations and 1 of them stated

other reason.

4.) What is the USP of the hospital?

 A. Better services

B. Experienced doctors

C. Goodwill

D. Others.

Inference

Above figure states that customers opt for this hospital because of its services and doctors. It

means hospital has well trained doctors and good staff.

5. What is the customer experience at sparsh hospital?

 1) Good
2) Satisfactory
3) Unsatisfactory

Chart Title
25

15

10

1)     Good 2)     Satisfactory 3)     Unsatisfactory

Inference

the customers found sparsh to be a good hospital overall as 25 of them rated it to be good , 15

rated it to be satisfactory and 10 found it to be somewhat unsatisfactory as well.

6.) Which hospitals are the competitors of sparsh in Hissar, Haryana?

A. Geetanjali Hospital
B. Sapra hospitals Asia
C. Satakshi Hospital & Trauma Centre
D. Others
 18
12
6
0

Inference

This figure states that only 20% of the customers consider his hospital to be the best in Hissar
while majority consider Satakshi and Geetanjali Hospital to be the best. It means that hospital
has to work harder to compete with these hospitals.

7. Rate the service of sparsh hospital on the following scale of rating

 0
 1
 2
 3
 4
  5
Most preferred ‘5’
Least preferred ‘0’

Chart Title
15 15

8
6
5

·        0 ·        1 ·        2 ·        3 ·        4 ·        5

Inference

The above graph clearly tells that some customers are dissatisfied with the facilities provided by

the hospital. Therefore, the hospital needs to work over the comfort zone of their customers to

make them happy. Rather others does voted it to be a nice place as well.

8. How much current marketing strategies helped the hospital to hold the maximum
market share in Hisar district?
 22% 14% 27%

Inference

Satakshi Hopital is holding the maximum market share 27% and more the Sparsh Hospital

which is 22% as per the data received from 25 respondents on their preferred and basis of the

hospital name in the market.

9. Were the doctors supportive and capable enough to deal with your problems?
 very supportive and capable
 highly capable but less of supportive
 not capable enough but highly supportive
 neither capable nor supportive enough
 Chart Title
25

12
8
5

·         very ·         highly ·         not ·         neither

supportive and capable but capable capable nor
capable less of enough but supportive
supportive highly suppo... enough

Inference

25 of the total participants found the doctors to be highly capable and supportive, 12 of them
found them to be capable but less supportive other 8 said them to highly supportive yet not that
capable and rest 8 fund the doctors to be neither supportive nor cooperative.

10. Will you refer our hospital to others?

A. Yes

B. May be

C. No
Inference

It implies that more than half of the customers are satisfied with the treatment, facilities provided

by the hospital and will spread the good word but still there are some who are highly unsatisfied

on which hospital has focus.

FINDINGS

With this survey I can conclude that

1. Every organisation needs to have clear marketing objectives and the major route to
achieving organisational goals will depend on the strategies

2 .Sparsh Hospital & Trauma Centre provides treatment at reasonable rate and is
affordable by lower and middle class people. However, its name and information about its
services has been reached among the customers which is beneficial for the hospital.

3. Patients are provided complete information through various sources and guided by
the doctors as well as customers are perfectly satisfied with the doctors and agreed
that the name among the customers is because of its services and treatment results.
They are happy with the treatment and have no related problems.

4. Patients don’t have to wait much longer to get the information about the schemes and
treatment of the hospital, also it is available at right time. Doctors are available on
time and there is no delay in any kind of treatment. Head surgeon of the hospital lives
in the hospital therefore available at all type of emergency.

5. Goodwill of the hospital is not much but its more than the other hospital. Customers
know about the hospital only if they live nearby or is any doctor recommend it to
their patients.

6. Hospital has cleanliness problem which effects its name and have to focus on these
factors, to get better results by marketing.. Patients are unhappy with the hygiene of
the hospital. They consider other hospitals better in terms of comfort, privacy,
cleanliness and safety. Therefor hospital has to work harder to make their patients as
well as customers feel comfortable and safe.
7. Customers have complaints regarding the extra facilities provided by the hospital like
proper parking are, safety of vehicles, a proper canteen, comfortable waiting area etc.

8. Hospital does not earn high profit since the customers belong to lower and middle
class which effects the marketing budget of the hospital..

CONCLUSION

The aim of this study was to evaluate the various marketing strategies used, to analyse the
role of marketing in the healthcare services industry, to identify the shortcomings of the
strategies and offer solutions. In every organisation, marketing strategies have proven to
be very important, especially since the purpose of any organisation is to make profits and
increase clientele bases. This study reviewed the relevant literature on the effectiveness
of marketing strategies in the hospitals included in the study.

In the last I want to conclude that the hospital is providing excellent treatment and focus
on keeping experienced doctors. As the hospital is holding the second position in market
share. Patients and customers are happy with the treatment and getting information easily
also, have no problem regarding it. However, during my training session I have noticed
that there is cleanliness problem. Hospital has to pay attention in keeping their building
clean and focus on staff’s uniform also which effects the marketing image by the words
of mouth factor. It should provide some facilities to the customers which have become
very essential nowadays like proper waiting rooms, parking facility and a good hygienic
 canteen. These facilities are the primary luxury which every customer expect in every
hospital.

If the hospital has to maintain its market share and has to achieve the position of the best
it has to make some changes in the hospital and has to focus on upper segment of the
customers. They could use the medium of advertisement and free checkup camps so that
customers could be attracted towards the hospital and see the new changes brought by the
hospital.

LIMITATIONS

 TIME CONSTRAINT- There was not enough time to collect enough information
required due to time constraint.

 INSUFFICIENT KNOWLEDGE- Respondents were not having full information. Some

respondents misinterpreted the question, omitted essential items and gave the answer
casually and it was practically impossible to return such incomplete unsatisfactory
questionnaire to the respondentsfor the correction.

 RELIABILITY OF REPLIES- This method does not provide a check on the honesty
and reliability on replies, if the respondents give wrong replies, the investigator cannot
know what the truth is.
 INAPPROPRIATE METHOD OF ANALYSIS- Inappropriate method when
spontaneous answers were wanted, where it was important that the views of one person
were obtained, uninfluenced by the discussion of others.

 TIME AND GEOGRAPGICAL CONSTRAINT- It was difficult to personally visit all

respondents due to time and geographical constraints.

 THE RESPONSE RATE BEING VERY LOW- Despite these limitations, the data
collection through questionnaire fulfills the purpose of the study
RECOMMENDATIONS
 RECOMMENDATIONS

According to the observation and finding of my study about Sparsh Hospital & Trauma Centre
there is absolutely no problem in the treatment provided by the hospital. The marketing
approach does not mean the absence of local, market-specific plans and initiatives. These should,
in fact, be complementary.

Local marketing will typically set the framework and parameters within which local marketing
operates, whilst giving in-market teams the freedom to control local success levers.

However, there is little area that needs to be reworked so as to make the hospital as one of
the best hospital in Hissar. Here are few suggestions that I would like to offer so that the PlSl
Hospital could achieve its objectives.

• The hospital manangement should get their IT team to maintain a subscribers email list
and share helpful informative emails based on the patient’s illness. It tells your patients that

you care for them even after they leave your hospital. .

• Extra facilities should be given properly will attract upper class customers also which
help the hospital in earning profit and creating a goodwill.

•  Every employee of your hospital is your spokesperson. Get your HR Head to make the
employee experience at your hospital great and get them talking good things about their
hospital.

• Advertisement should be done to spread the awareness about the hospital in the city.

• Daily checkup schemes should be planned and launched to attract customers and let
people know about the facilities provided by the hospital.

• Branding is not what you tell your customers, it’s what they tell each other about you.
Enhance patient care, and they are sure to remember it for a long time. Give them care and
attention and they will speak for you. Get your Operations Head to work towards giving the
patient an exceptional experience. Nothing works better than Word of Mouth
ANNEXURE 1:

QUESTIONNAIRE

.
 "Study of Marketing Strategy Of Sparsh

Hospital And Trauma Centre"

Description
*Required

E-mail Address *

Your answer

Contact no *

Your answer

Age

Your answer

1. Your monthly household income

 Below 10000
 10000 -30000
 30000-50000
 Above 50000
 2. How do you come to know about sparsh hospital?
 Friend / relative recommendation
 Advertisement
 Google Live nearby
 Other

3. Which factors are affecting the sales and market of this hospital?
 Good Services
 Experienced doctors
 Goodwill of the hospital
 Recomendation
 Other:

4. What is the USP of sparsh hospital?

 Better services
 Experienced doctors
 Goodwill
 Others

5. . What is the customer experience at Sparsh Hospital?

 Good
 Satisfactory
 Unsatisfactory

6. Which Hospitals are the competitor of Sparsh Hospital in Hisar, Haryana?

1. Geetanjali Hospital
2. Sapra Hospital
3. Satakshi Hospital and Trauma Centre

7. Will you refer our hospital to others?

 Yes

 May be

 No

8. How much current marketing strategies helped the hospital to hold the maximum
market share in Hisar district.
 very Helpful
 neutral
 least helpful

9. Were the doctors supportive and capable enough to deal with your problems?

 very supportive and capable

 highly capable but less of supportive
 not capable enough but highly supportive
 neither capable nor supportive enough
 10. Any other comments or suggestions to share with us? *

Your answer

Submit
BIBLOGRAPHY
 BIBLOGRAPHY

BOOKS

 C.R. Kothari- Research Methodology

 Dr. B. Balaji – Services Marketing and Management

 Phillip Kotler- Marketing Management

 David A.Aaker-Strategic Market Management

 M.Govindarajan-Marketing Management

WEBSITES

 Official website of sparsh hospitals and trauma centre

OTHERS

 Help offered by doctors of sparsh hospital and trauma centre

 Help by staff of sparsh hospital and trauma centre
 Articles of government of India
 Data published by government of