marketing of red cross hospitals. doc

8/16/2019 Marketing of Red Cross Hospitals. Doc

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Introduction

MEDICAL SERVICES

The medical staf doctors- are the backbone o hospital organization.

Doctors may be classied under these categories: highly

proessional – specialized doctors, honorary specialized doctors and

general doctors !ith some " no e#perience and no specialization in

any branch o medical sciences$. %ighly proessional, !ell-trained

and e#perienced doctors are the real assets o hospital organization.

The general doctors help them in their !ork. &here proessional

specialized doctors are not su'ciently a(ailable or are not pro(ided

to the hospital organization by the authority, honorary specialized

doctors are generally in(ited to ser(e in hospitals.

The hospital hierarchy in !hich doctors ha(e to !ork is (ery

sensiti(e and so constant tension e#ists. Doctor)s *ob is hard and ull

o stress and strain and patients struggling bet!een lie and death.

Techni+ues and procedures, may be potentially hazardous in

absence o due care danger o errors, etc. onstitution and

atmosphere is +uite diferent rom other organizations, !hich create

uni+ue problems in(ol(ing sometimes a +uestion o lie and death.

These all re+uire due care and (igilance by the hospital

management.

oreo(er, harmonious relations bet!een specialized doctors, other

doctors and nursing staf are so essential or good proessional care

o the sick that it re+uires something more than mere managerial

skills or mere specialist)s skill in e(ery doctor o hospital

organization, rather it re+uire the mi# o t!o.

eneral duties include, diagnosis o illness o state o illness,

instruction to patients, instruction to nurses or the matron about the


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patient)s needs buying o medicines and other acilities, consulting

the medical record o patients, consulting the other doctors or

doctor regarding the patients and all the acti(ities !hich are

deemed to be an element o medical care. /(er and abo(e these

doctors ace many beha(ioral problems, as they ha(e to deal !ith

human beings- other doctors and nurse, patients, their relati(es,

lass 000 and 01 employees and head o the institution too. They can

sol(e such problems successully only, i they ha(e some kno!ledge

o beha(ioral science. 2o, it is (ery much essential to make 3hospital

management) as a part o medical curriculum.

4The medical students in their nal year as !ell as during internship

should be e#posed to a (ariety o administrati(e and beha(ioral$

problems5.

The %ead o the institution is also a doctor ha(ing specialization in

one o the medical areas. 6ut a man may be a rst class surgeon or

physician, but that does not necessarily make him a rst- class

administrator. %is duties as a doctor itsel are (ery hard and tiring

both, physically and mentally.

7part rom this, the head o the institution has to look ater so many

other things such, super(ision and control o(er personnel,

purchasing, store-keeping, kitchen, laundry, toilet, maintenance o

e+uipments and instruments, etc. %o! he can nd enough time orattending medical side o hospital ater doing so many *obs on

administrati(e side8

That is !hy, 4%ospital boards no! ha(e a cadre o hospital

administrators !ho combine some kno!ledge o medical system

!ith sound management principles, but our institution continue to

ha(e administrators !hose sole +ualication is that they are

doctors.5


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MARKETING A HOSPITAL & FACILITIES

0ndia today boasts o hospitals and establishments that are

comparable to the !orld)s best medical acilities. Today)s patients

are (ery demanding and e#pect the best +uality o acilities and

medical care. The hospitals need to conorm to 976% 9ational

7ccreditation 6oard or %ospitals$ and 0 oint ommission

0nternational$ guidelines.

0n keeping !ith this philosophy only 0nternational best practices are

obser(ed by %ospitals. &e need to keep in mind that the %ospital is

our sho!piece and our sho!-room. &hen a patient (isits the

%ospital he utilizes the acilities. 6ut his relati(es and riends !ho

accompany him are also potential patients and the ambience and

ser(ices that they a(ail o or obser(e may in;uence their decision

should they e(er re+uire medical attention.

2ince all acilities are !orld-class !e must make the medical

raternity and public at large a!are o the e#istence o these

acilities. This marketing has to be done in 0ndia and abroad, !here

the medical acilities are not so ad(anced.

edical tourism is a reality and eforts ha(e to be made to promote

the hospital in countries like 7rica, 7ghanistan, and =27 the acilities are

e#pensi(e !ith long !aiting lists and ad(anced medical acilities in

0ndia make it an attracti(e medical tourism destination.

ost modern hospitals today ha(e ull-;edged marketing

departments to promote the %ospital locally, nationally and


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internationally. They also liaise !ith (arious agencies to acilitate

the patients) tra(el and medical reimbursement.


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ORGANOGRAM

7 modern hospital e#ists as a physician)s !orkshop. 7 number o

acilities are re+uired to enable him to diagnose treat patients. The

setup o dietary department in a hospital is one o the important

acilities pro(ided or ade+uate o medical care o patients.

7part rom the proessional ser(ices in diferent elds, the hospital

management has also to pro(ide proper ood and housekeeping.

?ood ser(ice is one o the most important acti(ities in any hospital.

7s a therapeutic measure it contributes directly through

scientically prepared nutritious diets, aimed at specic disease

conditions. oreo(er, in hospitals persons ha(e to stay or (ariable

period. 2ome ha(e to stay or a longer period. 2o it has to pro(ide

room ser(ices to all, as oten patients cannot lea(e the bed. ?urther,

as they are sick, their needs are o diferent kinds. Thus, the hotel

components o hospital are a challenging task and ha(e an impact

Administrative Officer

(Internal)

Housemen

Ward Boys

Supervisor

(Wards)

Housemen

Ward BoysAayas

Marketing Security

Supervisor

Guards

Supervisor

(u!lic Area)

Attendants

Manager Administrative

Services


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on the image o the institution. 2ometimes a hospital is compared to

a (e star hotel. 6ut in such hotels, you may ha(e comorts, good

ood, recreation, perhaps, physical and mental satisaction but you

do not ha(e to satisy a group o people- the riends and relati(es o

the customer !ho comes in and stay in the hotel. &hile in a hospital

sometimes your ma*or task is not only to satisy the customer but

you ha(e to satisy his riends and relati(es and thereore hospital

organization is uni+ue in this sense. %ere !e listen oten to the

remarks o a technical person@one !ho has to kno! a lot o

procedures- some o these being lie sa(ing ones. Thus, she has to

perorm dual task o attending to the patients physical and

psychological needs as !ell as carrying out re+uired tasks and

procedures in gra(e emergency.

Aapses here cause a great danger to patient)s lie. 0n some hospitals

in !estern countries, selected nurses are gi(en the designations o

3nurse technician), to help the doctors in the areas likeanesthesiology, intensi(e care unit, kidney unit, radiology unit, post

operati(e care unit, operation theatre, etc. it suggests that the

ser(ices o nurses in such areas should be specialized, rather than

generalized in the interest o the patient and e'cient perormance

o the organization. That !ould also reduce the load on the o(er

burdened specialized doctors.

The responsibilities o nurses are +uite hea(y. Their *ob is tiring and

ull o stress and strain. 0nect, a doctor spends a relati(ely short

time !ith patients and depends upon the nurses to carry out all o

his orders careully. ?unctions o nurse include three ma*or areas:

6ed side nursing: recei(ing patients, in(estigating patients, sending

them to respecti(e clinics, round !ith the medical o'cer, assisting

the doctor A.


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/ther than bed-side nurses: it includes 0< registration, instruction to

ser(ants and other personnel, !ard cleanliness, super(ision, !ard

sterilization arranging routine drug mi#tures, checking medical

dates, etc.

PHARMACY SERVICES

0t is the area o increasing importance. This department is oten

combined !ith central sterilization and stores. The staf has to be

!ell trained and has to be looked ater properly at all le(els by the

pharmacist. The role o hospital pharmacy in ensuring proper care in

preparation, labeling, storage and distribution o drugs and sterilized

material is o prime signicance. 7(oidance o any kind o error is

most important here. 7 hospital in modern era cannot do !ithout a

good and +ualied pharmacist, !ho has to super(ise, guide and

control the perormance o his subordinates. Bualiy control is an

important need in this area and hospital management should

encourage and pro(ide all the acilities to the pharmacist in

organizing it.

The (olume o ser(ices is appreciable. 0n the a(erage hospital, the

pharmacy deals !ith thousands o prescriptions and dispenses a

large number o !ard orders and re+uisition in a single year

purchase o drugs and the (alue o the annual in(entory run into

many thousands o rupees. Thereore, hospitals, !hich do notemploy a pharmacist !ith proper +ualications, trainCing,

e#perience and talent, are seriously lo!ering the e'ciency o their

ser(ices and operations.

7 !ell-organized pharmacy !ill unction efecti(ely in its o!n right

and also contribute to the !hole integrated hospital organization.

mployment o a ull- time pharmacist, e(en in a hospital o


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moderate size, ar rom being e#orbitant e#pense, !ill more than

oak or itsel through collateral sa(ings.

Thereore, it is necessary to ha(e properly organized pharmacy

department under the direction and control o proessionally

competent and legally +ualied pharmacist. ?or proper ser(ices and

su'ciency he re+uires good organization and the ull cooperation o

the administrator, departmental heads and the medical staf.

PATHOLOGY AND CLINICAL LABORATORY SERVICES

The practice o medicine today re+uires more and more laboratory

ser(ices and public demands more precise diagnosis. 2o, the

importance o laboratory ser(ices cannot be o(er- estimated in the

process o thorough diagnosis.

a*or unctions o laboratory ser(ices are:

E. To pro(ide the inormation to assist the physicians

in their diagnosis, treatment and pre(ention o

disease,

F. 7ssist any training program and

G. To conduct research.

The laboratory ser(ices are also useully or ha(ing essentialinormation in surgical treatment, or e.g. in pre-operati(e test, and

post-operati(e tests.


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the integral part o the !hole organization. oreo(er, laboratory

should be stafed !ith +ualied and trained technicians. 0mproperly

trained indi(iduals tend to lo!er the condence o the medical staf

and could lead to results, disastrous to the patient health and care.

0t is ad(isable or the medical staf to determine and establish

standing orders or all the routine tests to be perormed on all

patients.


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DEPARTMENT BRIEF

Aaboratory 2er(ices at Hed ross %ospital is a surrogate component

to linical practice. The ob*ecti(e is to pro(ide all the necessary

laboratory in(estigations re+uired or patient care. The Aaboratory

ser(ices comprises o department o 6iochemistry, linical


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ser(ices GIJ days in a year to the people including 2undays and

holidays along !ith clinical consultations.


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Biochemistr L!"

The 6iochemistry Department o HD H/22 %/2


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The %ematology department to ensure ade+uate collection samples

carries out bone marro! aspirates and biopsy procedures.

The laboratory maintains a high degree o internal and e#ternal

+uality control.

Micro"io#o% #!"

The department o icrobiology at HD H/22 %/2


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This %istopathology laboratory pro(ides opinions on all kinds o

cases rom ynae, =rology, astro-intestinal, ardio(ascular,

/rthopedic and Hespiratory edicine and highly specialized areas

are such as 9europathology, /ncology and Transplant li(er K renal$

pathology. The department also supports the ne!ly started breast-

screening program in the hospital. /utside cases in orm o

specimens or re(ie! slides are also reported.

0mmunohistochemistry is being done, particularly or diagnostic

applications in the eld o /ncology.


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?unctions o the radiology department are to assist in diagnosis

through the use o Hadiography, T scan, H0 and =ltra 2ound

constitutes a ma*or part o the !orkload in the a(erage hospital. The

department should be under the control and direction o +ualied

and competent radiologist. %e should also ha(e had specic training

and e#perience in his specialty. %ere also +ualied radiology

technologist should be a(ailable in su'cient number.

O'T( PATIENT SERVICES

/ut patient ser(ices one o the important unctions !hich most

hospitals under in their areas encompassing attention to those

patients !ho may nit re+uire use o a bed. enerally hospital beds

are not a(ailable in su'cient numbers, nor are they indicated or all

those !ho need diagnostic ser(ice. 6eds are costly to build and

maintain and it is oten economic !aste to utilize in patient cure

!hen outpatient ser(ices !ould ser(e the purpose.

The emergency clinic is a ma*or unit o the out – patient

department. %ere the attention to patient needs must be a(ailable

round the clock, e(eryday o the year. 0n the a(erage hospital one o

the e(ery (e emergency out- patients are admitted as an in-

patient.

The director or head o the outpatient department should ha(e ull

status as a departmental head and participate in policy and program

discussions and decisions or the entire hospital organization in that

capacity. %e should be directly responsible to the administrator.

/ne o the most annoying e#periences to the outpatient is the

interminable !aiting or and bet!een appointments. T!o things

must be gi(en due consideration or impro(ement. ?irst, !ritten

policies, procedures and standing orders or all the outpatient


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unctions and responsibilities need to be de(eloped co(ering

organization personnel, operating patterns, relationships !ith other

departments, !ith physicians, etc.

2econd, e#peditious handling o a !orkable appointment system o

record completion and transer need to be de(eloped !hich

contributes to the e'ciency and to the satisaction o staf and

patient

ENGINEERING SERVICES

7 hospital is described some administrators as ship at high seas.

7lmost all kinds o emergencies that arise in a ship are re+uired to

be attended to in a hospital. 2udden ailure in some o the

installations in operation theatre, 0= etc., can seriously *eopardize

the lie o patients. %ere some hospital administrators ha(e ad(ised

e#perienced marine engineers in hospitals. These engineers possess

the kno!-ho! to deal !ith sudden situations that arise and ha(e to

be dealt !ith !ithout outside help.

The responsibility o engineering ser(ice should be assigned to a

+ualied and competent, !ell-e#perienced engineer. %e has to be

amiliar !ith maintenance in di(erse areas like !ater supply and

drainage, boilers, laundry, air conditioning and rerigerators, electric

supply, electronic e+uipments, etc. %e also needs a small !ell-

trained group o !orkmen under him. %ospital engineer is also to

organize some alternati(e arrangement to ensure that casual

absence o some indi(idual staf member does not create problems

or routine as !ell as emergency duties.

0 the chie engineer has come to the hospital directly rom industry,

he may need help in his ad*ustment to the problems and situations,

peculiar to the hospitals. %e !ill be conronted !ith the necessity or


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FL-hours operations and the problem o operating in spite o

emergencies. The personnel manager o the hospital can be o help

in assisting !ith the appropriate de(elopment o training programs

designed to ad*ust the employee !hose background is outside the

hospital eld to the general institutional (ie!point.

The traditional rationale or engineering department has been

maintenance by crisis. Aike management by crisis this may be an

e#citing procedure, so may it be dangerous. 6ut !hereas, the

manager !ho manages by crisis may lose nothing more than his *ob,maintenance by crisis may cost li(es. 0t is (ery practice. &hat is

re+uired is pre(enti(e maintenance. 0t in(ol(es the calculation o the

e#pected period during !hich each and e(ery piece o e+uipment

!ill unction satisactorily ensuring that beore trouble occurs, the

e+uipment !ill recei(es ser(ice attention or be replace !ithout the

inter(ention o anyone but the engineer)s staf. This demands much

time and can be done efecti(ely only by competent by technicalstaf. 0t also re+uires more clerical assistance.

FIRE(FIGHTING) SEC'RITY AND SAFETY

%ospital can be (ictims o res, thets and accidents. &hile the rst

can be dreadul situation or the sick and their relati(es, the second

one and third one !ould result indiscipline, dissatisaction and poor

and bad image o the hospital.

?ire-ghting staf must be !ell trained in pre(enti(e measure along

!ith their routine task. The !hole staf must be thoroughly amiliar

!ith the re- alarm system in the hospital. There should be its

regular drill. The !hole must be put under the control o specially

+ualied re o'cers.


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2ecurity men"!omen also must be !ell trained and e#perienced and

they should be polite to all. 2miling security men !ho are al!ays

alert and e'cient !ould be an asset or any organization.

0t is thereore ad(ised to ha(e a separate section or this peculiar

unction o hospitals, as the training, duties and re+uirements o the

staf in emergencies are +uite diferent rom other personnel. They

are like the 3armed orces) ha(ing special and important role to play.

HOSPITAL LA'NDRY SERVICES

The importance o a clean en(ironment and linen or optimal patient

care has been stressed upon since the (ery inception o hospitals. 0t

goes !ithout saying that Osupporti(eO ser(ices are indispensable or

a hospital to perorm in the true perspecti(e and deli(er good

patient careN besides going a long !ay in de(eloping good public

relation o the hospital. 7 sick person coming to the alien

en(ironment o the hospital gets tremendously in;uenced and

soothed by the aesthetics or cleanliness o the surroundings and the

linen. /n the contrary, dirty linen tends to result in psychological

dissatisaction like a chain reaction, !hich creates a negati(e image

o the entire hospital E$. 2tudies ha(e pro(ed beyond doubt, that

hospital ac+uired inections sho! an increase !hene(er laundry and

linen ser(ices are inade+uate

CONVENTIONAL TECHNOLOGY

on(entionally, the ollo!ing e+uipment are used in most o the

mechanical laundries and the linen is se+uenced through !ashing

machines, cylinder, (acuum-cup or agitator types$ hydro-

e#tractors, motor dri(en, top loading type$ drying tumblers motor

dri(en, heat in*ected, ront loading type$ calendaring machines

single or multiple roller !ith (ariable speed control$ ;at bed steam


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press, pneumatic push button types$. ost o the hospital

mechanized laundries in our country are presently using (arious

combinations o these machines o (arying capacity depending upon

the +uantity and type o linen used in the hospitals

REHABILITATION DEPARTMENT

The Ho#istic Tre!tme$t

6esides con(entional methods o treating illness, HD H/22

%/2


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4=nlike other therapies, in


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Hosit!# I$+orm!tio$ Sstem ,HIS-

A"str!ct

%ospital 0normation 2ystem %02$ is e#pected to pro(ide the stafs

!ith (arious, !orld!ide inormation or decision making and better

communication en(ironment. The 0nternet can satisy such needs.

&hen %02 aims the direction to!ard an integrated en(ironment !ith

the 0nternet, se(eral key issues should be discussed. The rst

important issue is that the 0nternet en(ironment should be a(ailablee(ery!here in a hospital. The second is communication en(ironment

bet!een hospitals. The third is sharing medical kno!ledge among

hospitals and clinics. The orth is ho! to create a useul high-+uality

database a(ailable through the 0nternet. 7nd the last is the security

issue.

%ospital 0normation 2ystem %02$ has e(ol(ed as integration system

oorder entry systems, an administrati(e system, and departmental

subsystems !ithin a hospital. 0t has become more and more

necessary or e(ery health care staf in a hospital to use a computer

terminal at almost e(ery day)s !orks.

=nder this circumstances, %02 is e#pected to pro(ide the stafs !ith

(arious, !orld-!ide inormation or decision making and better

communication en(ironment !hich can be used *ust on thecomputer terminals or e(ery day)s !orks.

?urthermore, tale-communication bet!een a central hospital and a

satellite clinic"hospital has become more and more necessary

especially !hen a physician consult !ith domain e#perts in other

hospitals concerning his"her patientsP care.

&e think that only the 0nternet can satisy such needs as abo(e. Thispaper describes ho! the 0nternet can contribute its useul unctions


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to %02s, and introduces the net!ork en(ironment o %02 at

=ni(ersity o Tokyo %ospital and some e#perimental pro*ects using

the 0nternet.

OTHER SERVICES

?inancial management is also e+ually important in hospital. 4&e as

medical men are (ery poor in matters concerning the nance. 2o !e

should take the ad(antage o the e#perts o nance in making our

budget, in cost accounting the cost analysis o the (arious acti(ities

o the hospitals to nd out ho! the ma#imum could be achie(ed at

minimum cost5. This !ould result in economy and also impro(e the

e'ciency o the !orking o the hospitals.

There has also to be proper planning and organizing, sta'ng,

direction and control o hospitals ser(ices.

oreo(er, in hospital, lots o data regenerated relating to the

patients and the ser(ices pro(ided by the (arious departments.

These data !hen properly tabulated and analyzed pro(ide (ery

useul material or the planning, management and research

purposes. The hospital management, thereore, should make ull use

o the hospital statistic or impro(ing its ser(ices, by getting the

data analyzed regularly in a (ariety o !ays and in particular, by

getting certain indices o perormance calculated or the (arious

ser(ices. 0t pro(ides a means o efecti(e budgetary and cost

control. 0t is a mean to assess the ade+uacy o staf and e+uipment,

etc. 0t also helps in uture planning and in impro(ing the +uality o

ser(ice. 0t also has a a(orable impact on the !ay in !hich hospital

ser(ices are being managed and in their impro(ement to.

SCOPES FOR E.PANSION


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7t present, the %ospital has a state-o-the art 0ntensi(e are =nit

apart rom the present CM beds and is in the process o being

e#panded to FJM beds. 0t also has three operation theatres !ith the

latest medical e+uipment that allo!s surgeons to perorm e(en the

most complicated surgeries !ith ease, ambulance ser(ices and a FL

hours emergency centre.

Hed ross %ospital, 6hopal. has EJ acres o land. The entire co(ered

area o the building as per plans !ould be around FM,MMMs+ meters.

/ne o the uni+ue eatures o the building is to pro(ide a totallybarrier ree en(ironment.

The aim o the centre is to pro(ide !orld-class acilities or medical

management, comprehensi(e rehabilitation including physical,

psychosocial, se#ual and (ocational rehabilitation$, research and

training in the eld o spinal in*uries. The philosophy is to pro(ide

e+ual ser(ices to the economically depri(ed sections o the society

by ofering a high percentage o ree and subsidized ser(ices. 2ince

pro(iding spinal cord in*ury management is most e#pensi(e as

compared to any other ser(ice, and since most o these in*uries take

place in the economically depri(ed sections o the society, it

became increasingly apparent that generating the recurring

e#penditure re+uired or +uality ser(ices at the entre !ould pose a

ma*or challenge.

The %ospital has planned a 6lood 6ank !ith 0mmunohematology

backup and component laboratory. 7ssisted ertilization clinic is also

part o the uture plan

GOALS FOR THE MILLENNI'M

To upgrade %ealth K Hehabilitation 2er(ices to 0nternational

standards.


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To e#pand the centre to FJM beds, o !hich EMM beds are de(oted

e#clusi(ely or management o 2pinal 0n*uries.

9et!orking o the centre !ith the 2an Haaela 6io-edical 2cientic


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HOSPITAL PROFILE

"ed #ross

Hospital


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INDIAN RED CROSS SOCIETY is a voluntary organization network of 700 lus

!ran"#es t#roug#out t#e "ountry$ rovi%ing relief in ti&es of %isasters'e&ergen"ies

an% ro&otes #ealt# ( "are of t#e vulnera!le eole an% "o&&unities) It is a lea%ing

&e&!er of t#e largest in%een%ent #u&anitarian organization in t#e worl%$ t#e

International Re% Cross ( Re% Cres"ent *ove&ent) T#e *ission of t#e In%ian Re%

Cross is to insire$ en"ourage an% initiate at all ti&es all for&s of #u&anitarian

a"tivities so t#at #u&an suffering "an !e &ini&ize% an% even revente% an% t#us

"ontri!ute to "reating &ore "ongenial "li&ate for ea"e) *a%#ya +ra%es# State

,ran"# fra&e% un%er se"tion -. of t#e In%ian Re% Cross So"iety A"t / of -1.0

effe"tive fro& Year 2 -134)

#oncept $ote

Introduction

T#is year on 5 *ay$ 6orl% Re% Cross Re% Cres"ent Day$ t#e *ove&ent will laun"# a

glo!al "onversation "ele!rating t#e 30t# Anniversary of t#e a%otion of t#e

un%a&ental +rin"iles) T#e "a&aign will rovi%e t#e oortunity for internal an%


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e8ternal stake#ol%ers to refle"t on t#e rin"iles an% t#eir "ontinuing relevan"e in

to%ay9s ever "#anging #u&anitarian "onte8ts)

6orl% Re% Cross Re% Cres"ent Day also &arks t#e !eginning of a series of events t#is

year to #ig#lig#t an% %is"uss t#e un%a&ental +rin"iles 2 in"lu%ing a :lo!al

Engage&ent Initiative$ anel %is"ussions an% a "ele!ration in ienna 2 "ul&inating

wit# t#e International Re% Cross an% Re% Cres"ent *ove&ent9s ;.n% International

Conferen"e in De"e&!er)

O!%ectives

T#e O! To engage internal an% e8ternal au%ien"es in a "onversation a!out t#e un%a&ental

+rin"iles an% re"lai& ' restate t#eir &eaning in to%ay9s #u&anitarian lan%s"ae

> To ro%u"e a versatile toolkit t#at will suort National So"ieties in t#eir fun%raising

a"tivities$ volunteer re"ruit&ent$ #u&anitarian %ilo&a"y an% awareness raising

> To ro%u"e a visual i%entity an% outrea"# tools on t#e un%a&ental +rin"iles t#at

are #ar&onize% wit# t#e :lo!al Engage&ent Initiative an% t#e International

Conferen"e "o&&uni"ation strategies)

#oncept

6orl% Re% Cross Re% Cres"ent Day will fo"us on t#e t#e&e ?Our +rin"iles in

A"tion?) Tol% T#roug# a series of ersonal stories$ t#e "a&aign will %e&onstrate

#ow t#e un%a&ental +rin"iles gui%e t#e work of t#e Re% Cross an% Re% Cres"ent

*ove&ent in all situations an% at all ti&es) In arti"ular$ stories will illustrate #ow t#e

real2life ali"ation of t#e rin"iles ena!les in%ivi%uals to retain t#eir #u&an %ignityin t#e fa"e of "onfli"t$ %isaster or "risis) or e8a&le$ t#e rin"ile of i&artiality an%

#ow it fo"uses on t#e nee%s of t#e &ost vulnera!le is illustrate% t#roug# t#e story of a

fa&ily w#o re"eive% s#elter following a %isaster 2 ?I&artiality &eans I "an slee wit#

a roof over &y #ea%?)

#ommunication roducts

T#e following "o&&uni"ation &aterials will !e ro%u"e% =


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> +osters$ we! !anners an% ost"ar%s

> i%eo

> So"ial &e%ia "ontent

> Ca&aign &i"rosite

A%%itionally$ a "o&&uni"ation toolkit will !e "reate% to rovi%e =

> Ca&aign key &essages

> @oint State&ent ICRC ( IRCB

> +ress release te&late

> A"tivation ti s#eet

&imeline

T#e "o&&uni"ations toolkit for National So"ieties will !e availa!le in early Aril)

owever$ as in%ivi%ual "a&aign &aterials are rea%y$ t#ey will !e &a%e a""essi!le in

t#e "o&ing weeks on e%Net =


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MARKETING RESEARCH

arketing anager oten commissions ormal marketing studies o

specic problems and opportunities. They may re+uest a market

sur(ey, a product preerence test, a sales orecast by region, or an

ad(ertising e(aluation. &e dene marketing research. arketing

research is the systematic design, collection, analysis and reporting

o data and nding the rele(ant to a specic marketing situation

acing the company.

E0ecti1e m!r2eti$% rese!rch i$1o#1es the 31e stes !re !s

+o##o4s5 (

Dene the problem and research ob*ecti(es.

De(elop the research plan.

Design a marketing research strategy.

ollect the inormation.

0normation analysis.

0nterpretation o the 0normation

DEFINE THE PROBLEM AND THE RESEARCH OB6ECTIVE

The rst step in marketing research is identiying and understanding

the marketing problem. &hat is the problem8 &hat types o

inormation are re+uired to sol(e it8 &hat segment o the related


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inormation is already a a(ailable marketing research also make use

o a(ailable literature or an in depth background study o problem.

7 marketing problem must also dene the research ob*ecti(e clear.

DEVELOP THE RESEARCH PLAN:

&hen marketing problem is dened is clearly identied and

ormulated, a market researcher should de(elop a plan to collect the

re(erent inormation. &hile de(eloping the research plan, he should

also be amiliar !ith the e#isting research nding. %e can also take

the help o library sources as !ell as e#perienced consultants,

personnel !ith practical kno!ledge, etc.

DESIGN A MARKETING RESEARCH STRATEGY5

7 arketing Hesearcher should design the research strategy in the

line birth o the re+uirements o the problem. %e should make

certain hypothesis, the testing o !hich !ould be considered helpul

in sol(ing the problem.

COLLECT THE INFORMATION

7 marketing researcher has to make a plan or collecting secondary

data primary data or both, as the case may be.


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The ne#t step in the market research is to e#tract nding rom the

collected data the researcher tabulates the data and de(elops

re+uency distribution, 7(erages and measures o dispersion are

computed or the ma*or (ariables. The resources !ill also apply

some ad(anced techni+ues and design models in the hope o

disco(ering additional ndings.

PRESENT THE FINDINGS5

>eeping the ob*ecti(es o the study in mind, the researcher should

prepare the study reportN the ndings should be !ritten in a concise.

2imple and ob*ecti(e oriented languages. raphs and e#ample in

the main report should be only i they are essential or con(eying

the essential acts or are other!ise necessary to support the

statement.

ROLE OF THIRD PARTY ADMINISTRATORS

The clinicians !ould rather be re!arded or being part o an

organized, accountable aculty, by the patient. ?urther the clinician

!ill retain the supreme authority o the patient)s treatment

Third party administrators T


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e(aluation through clinical audits, update one)s armory by

continuous medical education and compete !ith each other on the

+uality criteria, to secure contracts !ith T


35/42

%ealth 0nsurance or all %ealth or allQ$ reorms has taken JM years

post-independenceQ

0t is long o(erdue or the clinician to undergo perormance scrutiny

and ob*ecti(e assessment o one)s treatment outcomes. 6eore a

third party e(aluates perormance and decides the e'ciency o a

clinician based on cutting costs rather than +uality, it !ould be

prudent or the clinician to submit or continuous (oluntary

e(aluation through clinical audits, update one)s armory by

continuous medical education and compete !ith each other on the+uality criteria, to secure contracts !ith T


36/42

F'NCTIONING OF TPA

7 %ealthcare


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T


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prepared to ser(e the immediate medical needs o e(ery patient

!ho arri(es at admission. 6ut no hospital can do all thing or all

people.

7 small hospital in a rural community must necessarily reer patient

in need o a rare or highly sophisticated treatment to specialized

center. Today, ho!e(er a !ide choice is a(ailable in metropolitan

area. %a(ing a mission that diferentiate your hospital your hospital

rom all other and communicating that mission is important.

&hat does this hospital ofer that others don)t8 &hat is bigger or

better8 Does the hospital ha(e more specialists in particular eld8 0s

it pro(iding a particular ser(ice to patient at a lo!er8 Does the

location o the hospital ha(e special ad(antage – transportation

access, a pleasant en(ironment. appro#imating to some attraction,

etc.

The ans!er !ill diferentiate the hospital rom other dening the

strengths and the !eaknesses o the hospital e#plicit positioning

statement can be !ritten. 7ter adopting the positioning statement,

e(ery staf member should be able to ans!er the +uestion 4&hat is

the hospital kno!n or85

THE PRESENT SCENARIO IN INDIA

?airly recently, the concept o orporate %ospitals has arri(ed in

0ndia. 0n the early eighties, the 7pollo group set up the rst hospital

in hennai and ollo!ed it in %yderabad. scorts group established

scorts heart institute in ECRR. orporate ompanies like &ockhardt

and a# 0ndia started the %ospital industry. 7pollo group also built

the 0ndraprastha 7pollo %ospital at 2arita 1ihar in 6hopal. any


39/42

more other companies like scorts, ?ortis %ealth are, Heliance and

arico 0ndustries ha(e also aimed at health care sector.

HOSPITALS PREVENTIVE HEALTHCARE MARKET

They say pre(ention is better than cure.


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OThe packages are highly subsidized. 0 a patient undergoes the

tests separately, it !ould cost him thrice the amount.O

ore than EMM patients !alk in to &ockhardt %ospitals e(ery day or

FM test packages, !hich cost rom Hs JMM to Hs J,MMM. 2ays 1ishal

6ali, (ice president, operations, &ockhardt hospitals, O7 patient

might *ust come to the hospital or a blood test and can decide to

get a complete health check-up done5. &e ha(e seen patients

giting test packages to their parents. 7lso, around EM per cent o

the patients !ho come or the health check-ups re+uire urthertests.

%ospitals also conduct talks or a better lie-style. 2ays 6rig oe

urian, /, %indu*a hospital, O/ur patients are gi(en talks on lie-

style modications and dietary habits.O

2ome hospitals ha(e started marketing their health packages by

holding ree health check-up camps and educational programs

about the importance o pre(enti(e health check-ups. Hecently,

7ssociation o %ospitals, a body o G umbai-based hospitals

declared it !ould conduct ree health check-ups. %o!e(er, 6ali,

eels it is not a good proposition, as O0t costs us a lot o money to do

a comprehensi(e check-up. %olding ree check-ups might lead to a

compromise o +uality, and that is the last thing that a hospital

should do.O

The small cities, !hich on an a(erage do not attract more than EJ to

FM patients per day, are also e+ually enthused. 7round M per cent

o their patients are through company tie-ups and the rest are !alk-

in patients. ?ortis, or instance, !hich gets around EJ patients a day,

attributes it to the tie-ups that they ha(e !ith G companies. 0t

ofers eight packages ranging rom Hs E,MMM to Hs G,MMM and our

more are in the pipeline. 2ays Dr Ha(indra >aran*ekar, medical


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director, ?ortis, ohali, O0t is a big challenge or us to sell the

package. &e ha(e tied up !ith diferent medical associations so that

they reer their patients to us.O The patient education cell o the

hospital educates the relati(es o patients to go in or these check-

ups. O&e do not see many !alk-in patients. 2o !e distribute

brochures and educate them about our health package.O %e

suggests that a hospital in a small city should approach schools or

the tie-ups. (en diagnostic centers ha(e started cashing in on this

emerging sector. 2ays Dr 9ilesh 2hah, managing director, 9

edical enter, umbai, O&e score o(er others as being a

diagnostic center, our pre(enti(e health check-ups borro! high-tech

diagnostic e+uipment like digital S-Hay, bone densitometry, G-D and

L-D ultrasonography, acilities !hich are not a(ailable !ith

pre(enti(e healthcare centers per se. (ery indi(idual !ho !alks

into our center is also made to undergo liestyle and stress

management !orkshops.O

#perts say this sector has a tremendous potential to gro!, as much

as the insurance sector. OThe go(ernment gi(es ta# benets to the

curati(e healthcare, but neglects pre(enti(e healthcare. &ith the

right kind o incenti(es rom the go(ernment, pre(enti(e healthcare

can make a dent in the curati(e healthcare sector,O says urian.

7 6O'RNAL OF HOSPITAL MARKETING8 HAS P'BLISHED THE

FOLLO9ING ARTICLE ON MARKETING STRATEGIES

OThis dynamic *ournal takes as its mission the dissemination o

pertinent and practical material on ne! and efecti(e !ays o

marketing hospital ser(ices. &ritten by and or hospital marketing

proessionals, the ournal o %ospital arketing K


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marketing of red cross hospitals. doc

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