umkal final report(2)

7/31/2019 Umkal Final Report(2)

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EMPI Business School

Research and Business Analytics Program

Contents

Executive Summary

1.0: Introduction

1.1 Background1.2 Objectives

1.3 Methodology

1.4 Limitations

2.0: Findings

2.1 Analysis of the Feedback Forms

Satisfaction Ratings by the Clients

Reasons for Choosing Umkal Hospital

Recommendations of Umkal hospital by Patients2.2 Analysis of the IPD Data

Market Segmentation By Gender

Market Segmentation By Location

Market Segmentation By Age

Market Segmentation By Ward

Market Segmentation By Cash/Panel

Inflow to IPD by Location and by Panel/cash

Inflow to IPD by Room and by Panel/cash

Patient Inflow by Time Slot

Patient Inflow by Day of the Week

Inflow to IPD by Age and by Room

Inflow to IPD by Age and by Gender

2.3 Analysis of the OPD Data


Target Market by Location

Target Market By Age

Target Market by Cash \ Panel

3.0: RecommendationsExpand the Market

Build a Comprehensive Strategic Plan

Improve the Existing Services

Enhance Visibility and Build Relationship

Annexure: Map


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List of Tables & Figures

Table 1: Satisfaction Ratings on Critical Parameters

Table 2: Satisfaction Ratings on Utility Services

Table 3: Satisfaction Ratings on Support ServicesTable 4: Reasons Behind Choosing Umkal Hospital

Table 5: Recommendations of Umkal Hospital by Patients

Fig 1: IPD Patient by Gender

Fig 2: IPD Patient by Location

Fig 3: IPD Patient by Age

Fig 4: IPD Patient by Room

Fig 5: IPD Patient by Panel

Fig 6: Inflow to IPD by Location and by Panel/cash

Fig 7: Inflow to IPD by Panel/cash and by RoomFig 8: Patient Inflow by Time Slot

Fig 9: Patient Inflow by Day of the Week

Fig 10: Inflow to IPD by Age and by Room

Fig 11: Inflow to IPD by Age and by Gender

Fig 12: Market Segmentation By Gender

Fig 13: Target Market by Location

Fig 14: Target Market By Age

Fig 15: Target Market by Cash / Panel


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Executive Summary

Umkal Hospital & Metro Heart Institute is a 150-bed super-specialty hospital

established more than two years back by Dr. Umesh Gupta, Chief Cardiologist. Thehospital is located in the posh residential area of Palam Vihar in Gurgaon. Dr Gupta

has already been successfully running a 60-bed hospital for nearly 15 years at Sushant

Lok, Gurgaon.

Considering the investments in the new hospital, returns so far have not been very

good. A pilot study was awarded to EMPI Business School to analyze Feedback Forms,

IPD and OPD data and recommend actions.

Feedback Forms

Though the number of forms handed over to the consultants was small innumbers, feedback on most parameters has been observed to be quite good.

Some services particularly around Kitchen and Front Office do need

improvement.

Most people are visiting this hospital because of either Location advantage orReference by friends or Based on their previous experience. Inflow of patients

due to references by Doctors has been low.

It is heartening to note that most patients would strongly recommend thishospital to others.

IPD

Majority of the patients (70%) visiting the hospital are from nearby areas suchas Bijwasan (30%), Palam Vihar (16%) and Sectors 21-23 (24%).

Presently bulk of IPD patients is from organizations which are on panel andonly 28% are in the cash category.

Surprisingly, 61% of the patients are Youth in the 20-35 age group. One wouldexpect Adults and Elders to be accounting for such a large share and not Youth.

Maximum patients inflow occurs during the 12 noon to 6:00 pm time slot(39%). Hospital needs to maintain maximum staff at this time.


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OPD

Similar to IPD, maximum inflow of OPD patients is from the immediatesurrounding areas- Brijwasan, Sectors 21-23 and Palm Vihar.

In terms of age, 44% of the patients are Youth in the age group of 20-35followed by Adults at 24% in the age group of 36-55.

Majority of the OPD patients (58%) coming to the hospital pay by cash andremaining 42% are institutional or panel members.

Recommendations

Based on the analysis of the three data sets, several recommendations have beenmade towards driving footfalls to the hospital. Some of the important ones areas follows:

- Since majority of the patients who are presently visiting the hospital (IPD &OPD) are from the immediate surrounding areas, there is a strong need to

expand the customer base by evaluating, identifying and developing other

nearby areas.

- Even amongst panel members some of the good brands such as Maruti,BPCL and IFFCO require further market development efforts for drivingtraffic to the hospital.

- Presently the client base is dominated by Youth. Considering that this is aSuper Specialty hospital, efforts are required to reposition the hospital to

attract Adults and Elders.

- Following services have shown low customer satisfaction ratings andtherefore need immediate attention to improve them:

o Response time to bello Timely medicineo Courtesy and politeness of Front Officeo Time taken for admission formalitieso Behavior of kitchen staffo Quantity of foodo Timely serving of food

- Maximum facilities have to be maintained between 12 noon and 6 pm as thistime slot attracts maximum number of IPD patients.

- To enable better analysis and data capture, feedback form, IPD and OPDdata formats need changes in design.


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- The hospital must enhance its visibility and build relationship withresidential areas in order to drive traffic to the hospital. Several measures

have been suggested in the report towards meeting this goal.

Since the present recommendations are based on limited data sets, acomprehensive study is recommended which would entail (i) An internalexercise to evaluate the present mix of clients for profitability and growth (ii) A

primary survey amongst potential clients to understand perceptions and

expectations, and (iii) A detailed analysis of 6 months data pertaining to IPD &

OPD. The inputs from these three studies would help in developing a concrete

plan for the hospital.


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1.0: Introduction

Background

EMPI Business School, New Delhi is amongst the premier leading business schools in

the country formed nearly 15 years back under the leadership of its founding chairman

Late Shri Ajit N. Haksar (Chairman Emeritus ITC Ltd.). It has over the years evolved

into a group of institutions comprising Centers of Excellence under the guidance of

distinguished achievers of India.

The institute runs full time, two year AICTE approved PGDM program in a number of

disciplines. The program is fully residential. The institute runs a unique two-year full

time program in Research and Business Analytics, an emerging area globally.

Professor Ravi Sangal, Academic head, Mentor (RBA) and Director (EMPI Knowledge

Services) had approached Dr. Umesh Gupta, Chief Cardiologist offering his expertise in

Research and Business Analytics to Umkal Hospital to solve its business concerns. Dr.

Gupta was kind enough and extended his support by providing data for a pilot project.

Objectives

Umkal Hospital and Metro Heart Institute have been established 2-3 years back in a

posh residential area of Gurgaon. Dr. Gupta feels that considering the investmentsmade, the hospital has not been generating expected cash flows. Dr. Gupta agreed to

provide one-month data namely Feedback forms, inflow of patient to OPD, and inflow

of patient to IPD in the month of August to address the following objectives.

How to increase the footfalls and ensure growth of Umkal Hospital How to promote the hospital (Present method mouth to mouth and bill boards)

Methodology

In order to address the above objectives, an analysis of the feedback forms, IPD data of

August and OPD data for August 2011 have been done.

For each of the inputs, data was cleaned, coded and exported to SPSS. All analysis has been done using SPSS.


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Limitations

Being a pilot study we had access to only 34 Feedback Forms, OPD and IPD data

relating to only August 2011. Since the data sets are small, analysis cannot be

generalized and has to be used as indicative in nature.

Findings

RecommendationsIPD Data of

August 2011(277 cases)

OPD Data of

August 2011

(2552 Cases)

Feedback Forms (34 Cases)

Study Objectives

How to increase the footfalls & ensuregrowth of Umkal Hospital

How to promote the hospital (Presentmethod mouth to mouth and bill boards)


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2.0: Findings

2.1Analysis of the Feedback Forms

Satisfaction Ratings by the Clients

Parameters on which the satisfaction data has been collected from patients on 1 to 4

scale, 1= Poor, 2= Average, 3= Good, 4= Excellent, have been divided into three broad

categories for better analysis. These categories are Critical, Utility and Support.

Critical parameters relate to services being provided by doctors and nursing staff.Following important observations can be made, as can be read from Table 1 below:

Table 1: Satisfaction Ratings on Critical Parameters

o Satisfaction ratings on Resident Doctors in terms of Timely Rounds, ResponseTime to Complaints and on Behavior are very high. Satisfaction levels drop

significantly when we talk about nursing staff. Essentially it means, Response

Time and other Services from the nursing staff must improve.

Number of

Responses Mean Std. Deviation

General behavior of

Resident Doctors

26 3.46 .647

Response Time of

Resident Doctors to

Complains

25 3.44 .651

Timely Rounds by

Resident Doctors

27 3.30 .724

General Behavior of

Nurses

25 3.16 .624

Response Time to Bell 30 3.13 .629

Timely Medicines 23 3.13 .626


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Utility services include services relating to Front Desk, Kitchen Staff, Ward Boysand Laundry Services. Following services need improvement:

o Courtesy and politeness of front officeo Time taken for admission formalitieso Quantity of foodo Timely serving of food

Table 2:Satisfaction Ratings on Utility Services

Number of

ResponsesMean Std. Deviation

Timely Cleaning of Room 25 3.28 0.542

General Cleanliness by

Laundry26 3.27 0.724

Timely Changing of Linen 25 3.24 0.779

Quality of Cleaning 25 3.20 0.645

Quality of Food 26 3.15 0.675

General Behavior of Ward

Boys

25 3.12 0.726

Behavior of Kitchen Staff 26 3.08 0.56

Quantity of Food 25 3.08 0.64

Timely Serving of Food 24 3.08 0.776

Time Taken for Admission

Formalities30 3.00 0.525

Courtesy and Politeness ofFront Office

19 2.84 0.501


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The satisfaction ratings on Support Services are shown in Table 3. Mean scores ofthese support services are high and should be maintained.

Table 3:Satisfaction Ratings on Support Services

Numberof

Responses Mean

Std.

Deviation

Security 26 3.50 .583

Emergency

Services

25 3.48 .586

Pharmacy 24 3.42 .654

Billing 25 3.36 .700

Reasons for Choosing Umkal Hospital

Unfortunately number of cases at 34 is too small to get a good picture on this issue.

However Location, Reference by Friends and Previous Experience are some of the

major reasons for people to visit this hospital. The data also reflects poor Reference by

Doctors.

Table 4:Reasons Behind Choosing Umkal Hospital

Number of

Responses

Percent of

Responses

Percent Of

Cases

Choose On Location 8 22.20% 26.70%

Referred By Doctor 3 8.30% 10.00%

Reference By

Friends/Relatives 7 19.40% 23.30%

Choose On Previous

Experience 6 16.70% 20.00%

Reputation Of Hospital 5 13.90% 16.70%

Other Reason Of Choosing 7 19.40% 23.30%

Total 36 100.00%


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Recommendations of Umkal hospital by Patients

Although number of cases that responded is only 17, there is an overwhelming response

from patients to Strongly Recommend the hospital to others. It implies a high degree of

satisfaction and positive experience during the stay in the hospital. Recommendation

remains Strong irrespective of whether the patient stays for a Short duration, Medium

or Long duration.

Table 5:Recommendations of Umkal Hospital by Patients

Duration

Total

Short Stay Medium Stay Long Stay

Recommend To

Others

Hesitatingly 1 0 2 3

Strongly 5 5 4 14

Total 6 5 6 17


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To Sum up the Feedback Forms Analysis:

Analysis Issues

1. Feedbacks from the patients on Criticaland Support services are very good.

However as regards utility services, a

few areas need improvement, such as

front office services, behavior of

kitchen staff, quantity of food and

timely serving of food.

2. Most people have chosen Umkalhospital due to location, reference by

friend & relatives and previous

experience. Reference by doctors is

low.

3. Most patients have stronglyrecommended Umkal hospital to

others.

Though the feedback is good, theinflow of traffic is low:

o Understanding is required on thefollowing:

Perception and image ofhospital

Expectations amongst potentialclients


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2.2: Analysis of the IPD Data

Data Set DescriptionThe IPD data pertaining to the month of August : 277 cases

Variable list:

Gender: Address:Male Kapashera-Bijwasan

Female Sectors

Panel: Palam Vihar

Cash Manesar

CISF Others

ECHS Age:

ESI Infant (0-5)

Others Child (6-19)Room: Youth (20-34)

ICU Adult (35-55)

NICU Elder (Above 55)

General Day:

Casualty Monday HCU

Tuesday Nursery

Wednesday

Time: Thursday

Midnight 12.00 to 6 A.M Friday

6 A.M to 12 Noon Saturday

12 Noon to 6 P.M Sunday6 P.M to 12.00 Midnight


The IPD dataof 277 cases for the month

of August 2011, shows an equaldistribution of incoming patients to the

hospital by gender (Fig. 1). Our cursory

discussions with some of the practioners

seem to indicate the distribution to be at

par with other hospitals.Base 277


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Market Segmentation By Location

Analysis of the addresses reveals that

majority of the inflow (70%) to the

hospital is from the immediate

surrounding areas.

These areas include Bijwasan-

Kapashera (30%), Palam Vihar (16%)

and Sectors -21/22/23 (24%).

A look at the map, reveals number of

areas surrounding the hospital which are still lyinguntapped. Some of these areas

include (Sectors 111-113, Sector105, Sector 27-29, Ashok Vihar, Laxman Vihar and

IFFCO Colony). A copy of map is enclosed at annexure I.

Market Segmentation By Age

Majority of the patients who are

visiting the hospitals IPD are Youth in

the age group of 20-35 (61%) followed

by Infant in the age group 0-5 (20%)

and Adult in the age group 36-55

(12%). One would expect Elder and

Adult to constitute a larger proportionof patients coming to the hospital. As

the distribution also has implications

on the Hospitals positioning, the hospital decide on the desired mix.

The hospital must also work out the average profitability from each of the age

categories and accordingly work out the positioning and promotion strategy.

Market Segmentation By Ward

Maximum occupancy of the rooms is

seen in the category of General rooms

(59%) followed by ICU (20%).

The occupancy of HCU (Heart

Command Unit) is only 2% which is

very less given the present positioning

of the hospital as a heart institute.

Base 277

Base 277

Base 277


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Market Segmentation By Cash/Panel

Majority of the IPD patients are

panel members at 72%, the rest

being patients paying by cash at

28%. From the point of view of

driving the footfalls to the hospital,

we need to know if the present mix

between panel and cash is as

intended. Amongst panel/cash

members E.S.I and C.I.S.F account

for the maximum inflow at 35% and

23% respectively.

It is important to understand the per unit realization/profit which arises from these

categories.Accordingly a push would be required to enhance the desired category.

Inflow to IPD by Location and by Panel/cash

Following observations can

be made from the analysisof Fig 6:

- While majority of the

patients come from

Kapashera-Bijwasan, nearly

73.5% are C.I.S.F

employees. Patients paying

by cash are very small at 18.1%.

- Sectors account for 24% of the inflow of patients. E.S.I is accounting for the

major share at 47% followed by cash

- In the case of Palam Viharthe trend is differentwhere more than half of the

patients pay by cash.

Base 277

Base 277


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Inflow to IPD byPanel/cashand by Room

-Majority of the

patients paying by cash

are admitted in ICU

(36%) and General room(42%).

-In case of C.I.S.F

beneficiaries, majority

(79%) of them occupy

General room.

-The trend differs in case of E.C.H.S where 50% occupancy is in ICU.

Patient Inflow by Time Slot

Maximum patient inflow is occuring

in the time slot of 12 noon to 6:00

PM (39%). While 26% of patients

are coming between 6 AM to 12

noon. 22% of patients are coming

between 6 oclock in the evening to12 oclock at night.Least number of

patients(13%) are coming in the

midnight.

Hospital needs to maintain maximum possible staff in the time slot of 12 noon to 6 PM

for ensuring proper service and care of the patients.

Patient Inflow by Day of the Week

A Study of the patients inflow to IPD

by day of the week shows almost an

equal distribution, with Wednesday

being slightly higher.

Base 277

Base 277

Base 277


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Inflow to IPD by Age and by Room

As observed from Figure

3, Youth accounts for

61% of the traffic inflow.

Correspondinglythepercentage of Youth in

Casualty, General and

ICU continues to be very

high; however in case of

ICU Adult percentage

also climbs up

substantially

We think that by targeting adult and elders inflow can be substantially improved.

Inflow to IPD by Age and by Gender

-Gender wise analysis of

IPD patients belonging to

different age group reflects

equal distribution of males

and females coming to the

hospital.

-This trend remains same

for Infant, Child, Youth and

Adult.

-In case of Elder patients Female accounts for 100%.This could be because of very less

presence of Elder patients in the given IPD data.

Base 277

Base 277


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To Sum up the IPD Data Analysis:

Analysis Issues

1. Equal distribution of incoming patientsby gender.

2. High patient inflow (70%) fromimmediate surrounding areas.

3. Majority of the patients are Youth in theage group of 20-35 (61%).

4. Maximum occupancy of the rooms isseen in the category of General rooms(59%). HCU rooms are only at 2%.

5. Majority of IPD patient are panelmembers. Amongst panel members E.S.I

and CISF account for the maximum

inflow at 35% and 23% respectively.

Patients paying by cash are only 28%.

6. The patients, who come from Kapashera-Bijwasan regions, belong mostly to CISFcamp.

7. The ESI beneficiaries are forming themajor group in Gurgaon sectors.

8. No male patient is present in eldercategory.

9. Maximum inflow of patients taken placebetween 12 Noon and 6 PM.

1. Inflow of traffic for IPD is too low at277 in the month of August 2011.

2. Probable gap between the desiredtarget market & present achieved

market.

3. Majority of the patients visiting thehospital is youth whereas the sameshould have been adults and elders.

4. Patients are either not aware or arenot perceiving this hospital as a heart

Institute.

5. People from C.I.S.F. camp & E.S.I.beneficiaries are showing more

interest in the hospital.


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2.3: Analysis of the OPD Data

Data Set Description

The OPD data pertaining to month of August 2011 : 2552 cases.

Variable list:

Gender: Address:Male Kapashera-Bijwasan

Female Sectors

Panel: Palam Vihar

Cash Manesar

C.I.S.F. Others

E.C.H.S. Surya Hotel

ESI Age:

Others Infant (0-5)

Surya Hotel Child (6-19)

Youth (20-34)

Adult (35-55)Older (Above 55)


Given the OPD data which consisted of

2552 cases in the month of August 2011,

the distribution by gender has been shown

with the help of a 3D pie chart. It shows

the proportion of male and female patients

coming to Umkal Hospital i.e., out of a

total of 2522 cases 55% are Male and the

rest 45% are Female.

In 2011, Gurgaon had a population1

of 1,514,085 of which male and female were

817,274 and 696,811 respectively. With regards to Sex Ratio in Gurgaon, it stood at

853 per 1000 male. This can be reason for higher percentage of male patients.

1. http://www.census2011.co.in/census/district/225-gurgaon.html

Base 2552


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Target Market by Location

An analysis of the addresses reveals

that majority of the inflow to the

hospital is from the immediate

surrounding areas. This area includeBijwasan-Kapashera (26%),

PalamVihar (35%) and Sectors -

21/22/23 (25%).

A quick look at the map surrounding

the hospital reveals a large number of

areas, which are lying uncovered. Some of these areas include Sector 106-115 and

IIFCO Colony. A copy of map is enclosed at Annexure I.

Target Market By Age

Majority of the patients who are visiting

the hospital are youth in the age group of

20-35 followed by Adult (36-55) and

Older (55+). This is an unxpected scenario

because Elder and Adult should constitute

a larger proportion of patients coming to

the hospital.

It will be important for the hospital to

work out profitability per patient for each

of the age categories and accordingly a promotion strategy for the target audience

should be worked out.

Base 2552


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Target Market by Panel / Cash

Majority of the OPD patients coming to

the hospital 58% are paying by cash and

remaining (42%) are institutional or panel

clients. Some of the panel membersinclude C.I.S.F, E.C.H.S, E.S.I, and Surya

Hotel.

It is important to understand the per unit

realization profit which arises from these

two categories of panel and cash

accordingly plan a promotion plan.

There are large organizations in the surrounding area which are panel members such as

Maruti Udyog Ltd, T.C.S, Airport Authority, and HPCL but are not visiting the hospitalfrequently. Special efforts are required to attract patients from these and other such

large organizations.

Base 2551


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To Sum up the OPD Data Analysis:

Analysis Issues

OPD patients by Gender

Male: 55%

Female: 45%

By Location

Bijwasan and Kapashera: 26%

Palam Vihar: 35%

Sector 21,22,23: 25%

Manesar: 2%

Surya Hotel: 8%

Others: 4%

By Age

Youth (20-35): 44%

Adult (36-55): 24%

Infant (0-5): 5%

Children (6-19): 7%Older (55+): 20%

By panel

Cash: 58%

CISF: 14%

Surya Hotel: 8%

ESI: 5%

ECHS: 4%

Others: 11%

1. Why are OPD numbers so small? Arewe addressing the potential market in

and around hospital?

2. From profitability point of view whatchanges in mix are desired?

3. From image point of view whatchanges in the mix are desired?

4. Are we meeting the requirements &expectations of potential clients?

5. Are there any image or perceptionsissues?


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3.0: Recommendations

Expand the Market

o It is observed that the majority of the patients visiting the hospital are from theimmediate surrounding areas such as Kapashera, Palam Vihar and Sectors 21-

23. In order to drive traffic to the hospital, the present geographical base will

have to be expanded. Umkal Hospital must evaluate market potential in the

following areas- Sectors 111-113, Sector105, Sector 27-29, Ashok Vihar,

Laxman Vihar and IFFCO Colony amongst others. High potential clusters

should be short-listed and promotional activities must be initiated which

would drive traffic to the hospital.

o A large percentage of traffic to the hospital is currently Youth in the age of 22-35. This situation holds true for both OPD and IPD patients. Focus is required

to increase percentages for Adults and Elders. Amongst other things, special

programs should be initiated for Adults and Elders to bring them to the

hospital such as subsidized heart, diabetic, cataract and arthritis check-ups.

Also all communication from the hospital must communicate a sense of

greater preparedness for attending to Adults and Elders.

o Further development is required with organizations such as Maruti, BPCL andIFFCO to drive traffic from these organizations.

o Build a customer database through society offices of senior residents.o In order to increase flow of patients referred by doctors, an exercise must be

initiated to identify doctors/ nursing homes in the nearby areas. Efforts must

be made so that these doctors and nursing homes can refer patients to this

hospital.

Build a Comprehensive Strategic Plan

o The present analysis and recommendation are based on a limited data andtherefore cannot be generalized. In order to draw a more generalized picture

and develop a strategic plan following are recommended:

The hospital must carry out an internal exercise to evaluate the present mixof clients such as by gender, by age and by panel and shortlist segments

keeping in mind three parametersprofitability, image and potential.

A primary survey amongst potential clients is recommended which wouldattempt to answer the following:


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Perceptions about the hospital-General or Heart, image, facilities,perception on the expertise available.

Expectations A detailed analysis of 6 months data pertaining to IPD and OPD

Improve Levels for Some of the Existing Services

o Following services have shown low satisfaction ratings and therefore needimmediate attention to improve them:

Response time to bell Timely Medicine Courtesy and politeness of front office Time taken for admission formalities Behavior of kitchen staff Quantity of food Timely serving of food

o Since inflow of patients to IPD is the highest between 12 noon and 6 pm,maximum resources must be deployed at this time to ensure good service.

o E.S.I accounts for a very big percentage of patients coming to the hospital.The hospital must carry out a profitability/image exercise. If OK, specialized

resources can be deployed to cater to this category.

o An exercise must be carried out to: redesign the present Feedback form change and improve the process of data collection incorporate changes to the present IPD & OPD formats by adding new

fields such as department/disease/doctor etc.

Enhance Visibility & Build Relationship

o Approach society offices and build relationship with office bearers as a meansto driving traffic to the hospital:

Invite senior officials to the hospital and show them the facilities Organize talks for residents on issues such as heart care, health and

wellness, eye-care, old age diseases etc.

Sponsor events, organize blood donation camps and free health check-up camps to enhance visibility and image.

For residents in potential areas, provide ambulance facility at specialrates as a goodwill measure


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Hoardings must be put at critical points near the hospital to createawareness and drive traffic. Hoardings must be designed to attract

Elders and Adult patients.

umkal final report(2)

Documents