Project Report on

A study on Formulation Of Marketing Strategies to promote Anandaloke Multi-

Speciality Hospital Pvt.Ltd

Submitted By: Koushik Sarkar

MBA 3rd Semester
Roll Number : 11900921002
Submitted to Department Of Master of Business Administration
Under the supervision of Mr. Shomnath Dutta
Siliguri Institute of Technology
 To Whom It May Concern
This is to certify that Mr Koushik Sarkar of Siliguri Institute of Technology (SIT) has
successfully completed the project work Titled “A study on Formulation Of Marketing
Strategies to promote Anandaloke Multi-Speciality Hospital Pvt.Ltd “ In partial
fulfilment of requirement for completion of Master of Business Administration as
prescribed by Siliguri Institute of Technology This report is the record of authentic
work carried out by his during period from July-Aug of 8weeks.

He has worked under my guidance.

______________________________________
Mr. Shomnath Dutta
(Project guide & Assistant professor)
Date:
 Declaration
I, the undersigned, hereby declare that the project report entitled, ‘A study on
Formulation Of Marketing Strategies to promote Anandaloke Multi-Speciality Hospital
Pvt.Ltd’ submitted by me to ‘Siliguri Institute of Technology’ in partial fulfilment of the
requirement for the award of the degree of Master of Business Administration under
the guidance of Prof. Shomnath Dutta is my original work, and the conclusions drawn
therein are based on the material collected by myself.

The Report submitted is my own work and has not been duplicated from any other
source. I shall be responsible for any unpleasant moment/situation.

Koushik Sarkar. Place: Siliguri

Date:
 Acknowledgement
A successful project is the result of teamwork and co-ordination that includes not only
the group of developers who put forth the ideas, strategies, and efforts but also those
who guide them. So, at the completion of the project, I feel obliged to extend my
gratitude towards all those who made valuable contributions throughout my training
period. I am thankful for all the knowledge, guidance, and support imparted by Prof.
Shomnath Dutta to me who gave me invaluable knowledge which were required on
this project. I wish to convey a deep sense of gratitude towards Ms. Santana Guha at
any time I needed. In the end, just as significantly, I would like to express my sincere
thanks to Mr. Sanjay Louha. (Business Operations & Marketing Manager), Mr Pratik
Chakraborty (Digital Marketing & Assistant Manager) and Mr Ashik Sarki (Human
Resource Executive) and all the other staff members who have provided me with
excellent knowledge and support throughout my journey. Without their support it
wouldn’t be possible for me to accomplish my task within time.
 Chapter1
Background of Anadaloke Multi-Speciality Hospital.
Introduction:
Our Journey started in 2003 with 25 beds and built up area of 45000sqft with around
10 departments. We have now 150 licensed beds and capacity of 180 beds with built
up area of 1 Lakh sqft with around 25 departments. Around 50% area is under
centralized air conditioning.

We have largest haemodialysis unit in this region with 38 state of art machine and
double RO plant. Our Nephrology department is also performing CAPD. Our Newly
developed cardiac centre is performing primary angioplasty,CABG,and other
cardiovascular surgeries.

At present It offers super speciality services in neuromedicine, neurosurgery, plastic

surgery, gastroenterology, nephrology, urosurgery,cardiology & cardiothoracic. It is
managed by a team of around 500 committed professionals: administrators, team of
doctors including superspecialist, specialist, junior doctors, nursing professionals,
paramedical staffs.

Hospital has risk management department and implementing 10 JCI Safe health care
goals, monitoring safety indicators and bench marking with best in health industry.

History:

It is ISO certified and Class-I service provider of West Bengal Health Scheme. It is also
preferred service of Medical insurance company and TPA. Anandaloke is empaneled
by NF Railway, Sikkim Government Health Scheme, UCO Bank, NHPC, PHPA ( Joint
Venture of Bhutan & India). It treats more than 8000 indoor patients per year and
more than 70000 OPD patients per year.

Several Safety Goals were adopted like improved accuracy of patient identification,
reduce risk of HAI, improve safety of drug administration, prevent pressure ulcer,
prevention of sudden death, improve effectiveness of communication amongst care
giver, prevent fall in hospital, reconciliations of medicine at discharge, prevention of
suicides, prevention of risk associated with blood transfusion, safe transport of
patients, reduce TAT of critical values, sentinel events reporting, etc.

Top management support these risk management programmes and all stake holders
are trained, aligned, monitored to ensuure goals are achieved. Results are compared
with benchmarks of industry.

About the Health Care Industry:

The healthcare industry (also called the medical industry or health economy) is an aggregation and
integration of sectors within the economic system that provides goods and services to treat patients
with curative, preventive, rehabilitative, and palliative care. It includes the generation and
commercialization of goods and services lending themselves to maintaining and re-establishing health. The
modern healthcare industry includes three essential branches which are services, products, and finance
and may be divided into many sectors and categories and depends on the interdisciplinary teams of
trained professionals and paraprofessionals to meet health needs of individuals and populations.

The healthcare industry is one of the world's largest and fastest-growing industries. Consuming over 10
percent of gross domestic product (GDP) of most developed nations, health care can form an enormous
part of a country's economy. U.S. health care spending grew 4.6 percent in 2019, reaching $3.8 trillion or
$11,582 per person. As a share of the nation's Gross Domestic Product, health spending accounted for
17.7 percent. The per capita expenditure on health and pharmaceuticals in OECD countries has steadily
grown from a couple of hundred in the 1970s to an average of US$4'000 per year in current purchasing
power parities
Organizational Structure:
Anadaloke is operated the operations since 2003 , this hospital says that the management top position
Medical Director & Director of Project & Operations.
Service:
Anadaloke Multi-Speciality Hospital Pvt. Ltd have the best quality service provider in
North Bengal, for Middle Class Segment and Upper Middle Class segment.
India's growing population and the increase in the number of affordable middle
class people in the country.
India is seeing a shift in disease pattern from communicable diseases to the high
incidence of non-communicable and lifestyle-related diseases which has triggered
a demand for specialized treatment.
In-patient revenues of hospitals have increased since expenditure on lifestyle-
related diseases have risen substantially.
Rise in insured population and widening demand supply gap.
A growing elderly population is also pushing for better facilities in the country.
Others like wellness programmes, fitness programmes, health management, and
preventive medicine- synonyms of healthcare are also growing more and more
familiar.

Mission and Vision:

• To provide patient centric environment.

• To provide safe & quality healthcare to the patients, confirming to scientific and ethical
standards.
• To constantly upgrade the quality of medical practice and education in the hospital.
• To continuously perform cost , quality and safety audit for improving services,
• Affordable Safe Quality Health Care
 3CET

The 3Cs are: Company, Competition, Customers

The Company:

Anandaloke Hospital Journey started in 2003 with 25 beds and built up area of
45000sqft with around 10 departments .We have now 150 licensed beds and capacity
of 180 beds with built up area of 1 Lakh sq.ft with around 25 departments. Around
50% area is under centralized air conditioning.
Anandaloke have largest haemodialysis unit in this region with 38 state of art machine
and double RO plant. Our Nephrology department is also performing CAPD. Our
Newly developed cardiac centre is performing primary angioplasty, CABG, and other
cardiovascular surgeries.

At present It offers multi-speciality services in neuro medicine, neurosurgery, plastic

surgery, gastroenterology, nephrology, urosurgery, cardiology & cardiothoracic. It is
managed by a team of around 500 committed professionals: administrators, team of
doctors including superspecialist, specialist, junior doctors, nursing professionals,
paramedical staffs.

Hospital has risk management department and implementing 10 JCI Safe health care
goals, monitoring safety indicators and bench marking with best in health industry.
Transformation Leadership : We commit to lead with creativity, imagination, passion
and courage. We lead by supporting and monitoring others, and above all by
demonstrating a strong ethic of service.
Customer driven Continuous Improvement : We continuously strive to improve
processes and services to meet and exceed the expectations of internal and external
customers.
Diversity : We value differences among people. We believe that these cultural, social,
professional and organizational
Integrity : We act in harmony with our value, with honesty and respect for others at
all times.
Professional Development : We value the enhancement of professionals in healthcare
quality through education, certification, research and advocacy.
Customer Profile:

Customer Profile have 3types of Segmentation

(a)Cash Patient
(b)Corporate Patient
(c)Health Insurance.
1.Cash Patient:- Cash Patient are called those types of patient who pay own bill
through cash mode only.
2.Health Insurance:-Health insurance patient are those types o patient who have
health coverage for his own.
3.Corporate: Corporate are those types of patient who have health insurance through
his/her working company.
Example: Mr.X working on TCS Global, He have the Mediclaim facility for own
health.So, if Mr.X felt sick than he can admit any of the nursing home with Cashless or
With Cash.(If patient choice With Cash facility then after discharged from hospital.

Competitor Profile :-
Neotia Getwel,Medica ,North Bengal Neuro Science, and many other nursing home
which was originated in Siliguri, are the top competitor of Anandaloke Multispeciality
Hospital.

Micro Environmental Factors of the Anandaloke Multi-Speciality Hospital:-

The key effective factors of the micro environment were categorized as consumers
(socio-demographic characteristics, income, education, and health literacy of
consumers, inclinations to use luxurious services , demands for receiving high-quality
services and demanding modern technologies), distributors (Pharmaceutical
distribution and health care related products), stakeholders (internal “clinical and
nonclinical staff, faculty member, medical and nonmedical students, patients, carers
and family members” and External “insurance organizations, ministry of health and
medical education, physicians, professional organization and nursing professional
organization” ) and competitors (home care and nursing care services and also the
smart intervention). Furthermore, the impacts of these factors on public hospitals
were identified along with their types and strengths.
Macro Environmental Factors of the Anandaloke Multi-Speciality Hospital:-
Based on PESTLE framework, macro factors were explored and the effectiveness and
certainty of the factors were also analysed. Macro factors were classified as political,
economic, social, technological, legal, and environmental dimensions.
Downsizing was identified as one of the main factors in political dimension. This
intervention can improve the performance of public hospitals by reducing
bureaucratic costs, service delivery duration, and enhancing skills. This review also
highlighted that with healthcare technological advances like home care, remote
medicine, remote training, and electronic medical record and smart hospitals,
technology had great impacts on the performance of hospitals. Therefore, it is
recommended that with rapid changes in technology, directors of public hospitals pay
attention to such changes and consider localizing technology and applying the Health
Technology Assessments (HTA) to enhance the appropriate usage of health
technologies based on the needs of patients and general population. Selecting the
appropriate budgeting system for hospitals (contraction-expansion) was identified as
the main factors in legal dimension due to increased economic and health burden of
noncommunicable diseases and newly-emerged diseases caused by environmental
changes.
Technology:-
Anandaloke is trying to improve their technology Day by Day.
Here is 3Tesla MRI,Allergy Test etc. Which was defined Anandaloke Multispeciality
Hospital in different way.
 SWOT A lys s of A d loke Mult -Spec l ty Hosp t l

St e gt s: We k ess:
,
R ,
, ,T

Oppo tu t es: Oppo tu t es:

N w , N w
II. Healthcare services marketing

Marketing of services has become a vital component in the operation of healthcare

industry. With increasing competition healthcare market is undergoing a transition
from
service providers’ dominance to service seekers preference.
The key elements of marketing of healthcare services are as follows:

Knowledge management
In today’s age, every consumer wants to be served according to his or her unique and
individual needs. Organizations have also geared up to provide customized solutions,
tailoring their services/products based on actual customer preferences, rather than
on
generalized assumptions. Hence all businesses are exploiting the information systems
and
technology to accumulate huge amount of customer data, as they under-stand that
the
knowledge in these huge databases is important to gain competitive advantage and
support various organizational decisions. There is a great need of a well-defined,
simple
but integrated system to extract the knowledge of the customers from these huge
databases and then to apply this knowledge for making various critical decisions,
particularly marketing decisions.
Customer relationship management (CRM)
CRM as it called is a very important tool to retain customers and to make sure that the
word-of-mouth publicity is ensured for the long term. Essentially, a CRM would
include
systems of staying in regular touch with customers.
Brand image building
Buoyed by corporatization of healthcare, India’s pro-motion as a sought after medical
tourism destination and threatened by the mushrooming of new hospitals, it is
becoming
difficult for hospitals these days to depend on mere ‘word-of-mouth’ promotion to
attract
patients. Hospital managements are putting extra effort in carving a brand image of
the
hospital and improving hospital’s visibility. Hospitals cannot do hard marketing. This is
why brand of a hospital will be built more through word-of-mouth, buzz marketing,
media visibility, and testimonials by beneficiaries.
Internal marketing: key element of marketing
Internal marketing practices enable hospitals to make themselves ‘market worthy’
before
starting external marketing. Like any marketing, the concept to be sold has to have
some
value in the minds of the prospects. The first step, therefore, is to develop a ‘value
proposition’. No one buys a concept or a product if it has no value for him/her. A
potent
question for the hospital therefore is ‘Why would our people work harder for
accreditation? What is in it for them?’ If the management of the hospital is able to
create
a valuable enough answer to this question, the idea would have been sold.
Marketing strategies of hospitals
In the future more and more corporate healthcare institutions would approach the
market
aggressively to survive the intense competition. Even though some experts' feel that
aggressive market is required to sustain today's competitive environment, others
disagree
saying that aggressive marketing is not necessary in healthcare sector as it would not
fetch more patients.
Patient's decision to choose a hospital is based on factors like
facilities available in the hospital, expertise of doctors and the staff and vicinity. Hence
all the professionally managed healthcare institutions should evolve a systematic
approach for marketing with specific strategies and action plan. The up-gradation of
standard service delivery, up-to-date infrastructure and facility development and
research
based innovative technique incorporated performance will equip the present
institutions
to withstand the tsunami of latest trends. In this multi crore business, the
unforgettable
mantra sustains: every satisfied consumer brings thousands of new consumers.
Awareness: - where the hospital's brand is included on the customer's menu of
options.
Identity:- where the customers identify with, and proudly display the brand.
Connected: -where the customers communicate with the company between
purchases.
Community: - where the customers recognize each other as a community of
users, and communicate with each other
Advocacy: - where customers recommend the brand to others in order to include
them in the community.
PATIENTS’ DECISION MAKING REGARDING CHOICE OF A HOSPITAL

Research methodology:
• Primary data collected through questionnaire method – structured questionnaire
administered one-to-one to selected respondents.

© 2018 IJRAR July 2018, Volume 5, Issue 3 www.ijrar.org (E-ISSN 2348-1269, P- ISSN
2349-5138)
• Secondary data collected from healthcare reports, journals, and healthcare
periodical websites.

Sample size: Sixty patients.

Sample selection:

• Recently hospitalized patients.

• Close relatives of hospitalized patients.

Method of analysis: Microsoft excel and SPSS.

Limitation of the study: The study was limited to Thanjavur city only.

Data analysis and key findings: The data collected were tabulated and analyzed by
Microsoft excel and SPSS (software package).

Findings were categorized into three categories – ‘in-patient department (IPD)

patients’,
‘out-patient department (OPD) patients’, and ‘patients visiting for health check-ups’.
 References
Website: www.ijrar.org , www.ncbi.nbl.nch.gov.in