mba project hospital
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The trend of the health care industry shows a rapid growth with the rate of '&1 per
annum, with showing the cyclic pattern of seasonal diseases. It is obser"ed that the pea#
season of diseases is summer. It has been seen that /cute :espiratory is the disease with
the highest percentage followed by 6iarrhea with ;.)1. Fe"er 79linical 5alaria8 with
;.%1.
2e are into niche mar#eting, with a focused business strategy. 3ur target is to ser"e the
child care segment of the health care industry. 2e are pro"iding our customer with the
best and dedicated ser"ices that is to be ser"ed as a competiti"e edge. 3ur mar#eting mi
is a blend of 0$4s that is designed after conducting a thorough mar#eting research.
The operational plan is designed in a way that no patient would wait for more than is a professionally managed unit, e?uipped with a team of s#illed and
dedicated doctors and paramedical staff. /ll the staff members would ha"e 9HI=6
9/:>, B/6G>S that would ha"e their names, their position and blood group. . 2e
select all the staff through select test and inter"iews. 2e ma#e H: policies for the chec#
and balance of our ser"ices 2e de"elop training and de"elopment program for the sa#e
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“ To be well recognized as a leading child health
care centre in Punjab that takes into account the
wellness of the whole community and
continuously innovate to nd the ways to delight
the whole community”.
Vision Statement
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Mission Statement
We pro"ide you with the best and reliable ser"ices accommodated with
personal care and by paying unrelenting attention to clinical ecellence
with our dedicated staff committed to assure the best healthcare for those
we ser"e. 2e maintain a high standard and continue to wor# for
impro"ement by recruiting and retaining the unsurpassed staff,
physicians and "olunteers.
To wor# and ser"e with the latest and updated surgical e?uipments that
will help us to ser"e our customers more efficiently and effecti"ely
leading to more sound results.
We would li#e to grow as an entity, which would continuously stri"e to
pro"ide the best child treatment in order to gi"e a rise to a healthy
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@alue Statement
People: 9are for people is our first and the foremost priority. 2e respect each person as a member of the hospital community. Safeguarded by recogni-ing
e"ery life as a gift from God, so each indi"idual is inherently "alued.
Service Excellence: 9ommitment to our standards of ser"ice ecellence is our
belief and we are dedicated to eceed the epectations to those we ser"e.
Responsiility: 2e accept personal accountability for the wor# we do and are
continuously stri"ing to o"ercome where there is a room for impro"ement.
!uality: 2e consistently stri"e to pro"ide the highest ?uality, safe patient carethrough our total ?uality management.
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#ntro%uction
Britannica >ncyclopedia 7*++%8 defines a hospital as an institution for diagnosis and
treatment of sic# and in!ured, pro"iding housing during treatment, eamining patients and
managing child birth. Hospital may be public C pri"ate. The public hospital
7Go"ernment3wned8 means a hospital which is owned and controlled by the
Go"ernment. / pri"ate hospital is any other hospital besides Go"ernment hospital.
“Hospital” is the idea that highlights the importance of health. It is the place where
human beings can get solution of their body compleities. The core ob!ecti"e of such
institution is primarily to ser"e human #ind. In the modern days, the importance of
hospital has been increased due to many new factors. $ublic sector hospitals areconfronted with o"er whelming pressure due to lac# of sufficient infra structure and
increase in number of patients. Therefore this leads to an increase in demand for pri"ate
hospitals. The popularity of the pri"ate hospitals is increasing because of the factors li#e
the introduction of the latest technology, hygienic en"ironment and professional staff
attitude thereby these factors has made a highly constructi"e contribution in the pri"ate
sector hospitals. :elying on the factors li#e constrained public sector health system,
growing population, introduction of new and modern medical facilities technologies and
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'usiness Mo%el
'ran% (ame: P)(*+' ",#-. "+RE
'ran% -ogo:
-ogo:
The logo of our hospital “$un!ab 9hild 9are” is a "ery creati"e image that embodies the
in sync of two souls that is a mother and a child. 3ne single image portrays the reflection
of a child and a mother when "iewed from two different angles. This shows that a child
solely is not eistent without a mother. So our hospital is a caring unit that really
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'ran% .escription:
The selected brand name is “$un!ab 9hild 9are”. The brand name is carefully selected on
the following criteria.
• Meaning0ulness
It con"eys out a certain meaning that is "ery rele"ant and meaningful. /s we are
located in $un!ab and we desire to be on of the most caring hospital for the children
so we selected a name that gi"es out a true and apparent meaning to what were are
aim for. Thus the name itself is self eplanatory.
• Memorale
/s the name of the hospital is "ery easy and simple thus it is "ery easy to remember.
• -ieaility
The name of the hospital has high li#eability because it implies as a caring unit that
ultimately gi"es out an impression of indi"iduali-ed child care which people can
associate it with better treatment.
• +%aptale
It i hi hl d t bl b f it i li it d t b d / th
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>pportunity Rationale
The health condition of $a#istan is generally poor. But with the passage of time C Go"t.
sympathetic "iews ga"e it strength and there are many impro"ements ta#e place from last
* decades. /ccording to EI$S report the population of $a#istan is almost '.; billion in
*++;. For this huge population there are only '
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The decline in the morality, immuni-ations diseases and maternal rate shows there is still
need to establish such hospitals so that there is further decline in the morality, maternal
and immuni-ation diseases.
$a#istan is at the top of infant mortality and mortality under the age of &years in the
region of South /sia. $athetic situation for $a#istan, because the economy of $a#istan is
far better than most of the countries li#e Bangladesh, Eepal and etc. 0+ infants out of
'+++ infants die e"ery year, and )) #ids out of '+++ die e"ery year. 7 Pakistan Millennium
Development Goal 2005).
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/ccording to earue o tatistics Plannin an" Development Department$
Government o Pun/a,$ :a!ore (200')$ $opulation of the Gu!ranwala is '.01 of the
whole population of $a#istan, we4ll di"ide the mortality of the $un!ab with the '.01 to
obtain contribution of the Gu!ranwala. The total child mortality in the Gu!ranwala in the
year *++% is *+,%&& #ids. Such a big opportunity for the child speciali-e hospital.
If still *+,%&& #ids will die in the year of *++%, it means there is a huge gap into the
demand and supply in the child care industry. This is due to the lac# of child care
hospitals into the Gu!ranwala, although there are many of clinics, and other general
hospitals which are wor#ing for child care but there is another fact which is these
hospitals are in a cluster in the Gu!ranwala, /ccessibility is another issue for the people
of Gu!ranwala. There is not any child speciali-e hospital in the northern region of
Gu!ranwala.
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#n%ustry +nalysis
/ comprehensi"e analysis of hospital industry has done. 5any of the management
models are applied to determine specific #ind of industry trends that would help us in the
formulation of our business strategies. The industry analysis is comprised of $>ST
analysis, $orter 6iamond 5odel, @alue 9hain /nalysis, $orter Fi"e Forces /nalysis, and
9ompetitors /nalysis.
PES; +nalysis
Political "on%itions:
$olitical condition of $a#istan always remains unstable. In e"ery era it seems "ery
comple due to dishonesty, corruption and instability. $a#istan is still facing a lot of
problems with respect to politics. It is true that e"ery Go"t. during its time set best
policies, regulations and subsidies for e"ery sector especially to health. /nd from '))+ to
onwards ma!or changes ta#e place in health sector. >"ery Go"ernment is fully aware of
the challenges of communicable "s noncommunicable diseases and other structural
problem in the health sector. The 5inistry of Health and the pro"incial departments are
already engaged in bringing impro"ements in health sector through better pro"ision of
health facilities, impro"ement in infrastructure and human resource, and implementation
f i h l h B ill h l h di i ll H li i l
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• Health ependiture during F+0 increased by conomic Sur"ey of $a#istan, *++0+%8
• The 5inistry of Health has been implementing a Health 5anagement Information
System 7H5IS8. The ob!ecti"es of the H5IS are to impro"e co"erage and ?uality
of care for priority health inter"entions
• $a#istan has an etensi"e public health infrastructure, which consist of a networ#
of more than '* +++ first le"el heath care facilities and a range of disease specific
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o The Eational Eutrition $rogram
Eewly launched program in the public sector 7*++&+%8
o Eational Eeonatal, 5aternal and 9hild Health $rogram
o The Eational $rogram for $re"ention and 9ontrol of Blindness
o Eational $rogram for the $re"ention and 9ontrol of Hepatitis
7>conomic Sur"ey of $a#istan, *++0+%8
Economic con%ition o0 Paistan:
$a#istan has been in the grip of economic crisis since its creation. 2ith eemption of a
few prosperous years, the general economic condition of the people remained pressed
all through the last &+ years. It is a bitter reality that the country4s does not seem to
comprehend the economic problem, what to tal# of sol"ing it. The situation is that of
total stagnation and recession. Howe"er, an o"er"iew of $a#istan4s economy is gi"en below that the shows the economic condition of health.
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• $ublic ependitures in General Hospitals and 9linics subsector of health are
regressi"e in most of the regions in $a#istan.
• The share of lower participation in term of amounts 7rupees8 in the Hospitals
and 9linics ependitures is only 0 percent while it is
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• This important function of health implies that ine?ualities in health often translate
into ine?ualities in other dimensions of welfare.
• The Go"ernment health strategy focuses on young children and their mothers,
particularly in rural areas.
• 3ne of the most critical needs addressed by Go"ernment is to impro"e women4s
access to go"ernment health care. The Go"ernment4s strategy for primary health
includesA
o Impro"ing the efficiency and utili-ation of basic health care ser"ices, both
pre"enti"e and curati"e
o Impro"ing programs design by paying more attention to ?uality
o Increasing access to health care by constructing more facilities
7$S=5 :eport, *++0+%8
• ;'.*1 of $a#istanis are illiterate 7$a#istan Social C li"ing 5easurement Sur"ey
:eport, *++0+%8. =iteracy and primary school enrolment rates in $a#istan ha"e
shown impro"ement during last fi"e years but they are still low compared with
the countries of the region. 7$S=5 :eport, *++0+%8
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.iamon% Mo%el
6iamond model shows the industry structure its attracti"eness, ri"alry, supporting, factors
and strength in economy. It also shows the nation4s competiti"eness in global world.
Hospital industry in $a#istan shows the growing aspect. From e"ery year there is an
increment in number of doctors, hospitals, paramedical staff, nurses, laboratories, and
clinics but there is still need to perform better in health field 7>conomic sur"ey *++;+08.
.eman% "on%ition:
The demand for hospital in $a#istan is still increasing. There are many reasons for it li#e
Go"t. spending in health sector, grant from health EG3s and in"estment in health sector
from pri"ate in"estors. The need of hospitals in all o"er $a#istan is high because
mortality rate under age of fi"e is )) out of e"ery thousand, /lso infant mortality rate is
more than 0+ out of e"ery '+++ 7Human 6e"elopment :eport, *++%8. /ccording to
$a#istan 5illennium 6e"elopment Goals :eport *++; one of the ma!or challenges faced
by Go"t. is to reduce the 9hild mortality rate.
The immuni-ation of children against ; diseases 7tuberculosis, diphtheria, whooping
cough, tetanus, polio and measles8 is most cost effecti"e and health inter"ention reduce
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SrA ,ealt
ProlemBPriority
.iseaseC
9ases nder &9ases &
C 3"er
Total
)n%er 1 164 ;otal D $
o0
total
(" D $
"ases
F o0
total
("
1@1 6iarrhea '%++;*
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11= Scabies
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cases are '
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Health 9are centers were )+< and population per bed was ',&'0 in *++0 while they were
(,0'*, )+; and '&+% in *++; 75inistry of Health, Eational 5edical and Health
>stablishment8.
Go"t. offers its ser"ices li#e it offers '*+++ first care heath facilities and range of
diseases specific "ertical health programs. Some programs were malaria control scheme,
noncommunicable diseases, HI@/I6S and hepatitis
Hospital is a capital intensi"e pro!ect, once the re?uired infrastructure is de"eloped the
management focus should shift to maintain its repute, pro"ide ?uality ser"ices and
engaged reputed consultants to attract patients. The in"ol"ement of huge in"estment is
also considered as the entry barrier in hospital industry, once the technology is purchased
then there is a maintenance cost as well and to co"er all the costs we need less number of
customers with high purchasing power or "ice "ersa.
The formation of the pri"ate hospital type and public hospital type "aries, as for the
establishment of a pri"ate hospital comprises of the in"estment usually from a group of
doctors and the in"ol"ement of the third party is normally lac#ing. /s seen for the public
sector hospital the in"estment primarily comes from the go"ernment spending.
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Parmaceutical companies:
Following are pharmaceutical companies that are operated in $a#istan. This ga"e strength
to our nation in attaining competiti"e ad"antage. In"estment from multinational
companies in medicine sector also helpful for hospital industry because medicine and
hospital essential for each other.
'. /mson @accines C $harma 7$"t8 =imited.
*. Bryon $harmaceuticals 7$"t8 =T6.
fro-e 9hemical Industries 7$"t.8 =td.
(. /bbott =aboratories $a#istan
&. Fero-sons =aboratories
;. Glao Smith Jline $a#istan
0. HIGHK $H/:5/9>TI9/=S Highnoon =aboratories
%. 3tsu#a $a#istan
). Sanofi/"entis $a#istan
'+. Searle $a#istan
''. 2yeth $a#istan
'*. Stiefel $a#istan
'
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5irmGs Structure Rivalry Strategy:
The firm structure is distincti"e in both the categories of the hospital. /s for the public
sector hospital the structure is more inclined towards the bureaucratic element in their
wor#ings that leads to some problems. The problems could be seen asA
• 6octors arri"ing late than the prescribed timings.
• The patients face long waiting hours.
• $eople use negati"e means to attain the desired response as the administration is
poorly managed and "ery wea# in nature.
• @ery gloomy and poor ambiance.
• The una"ailability of the staff to guide the patients through the lengthy procedures
of the hospital.
/s for the pri"ate hospital the structure is somehow a blend of both, mechanistic and
organic approach according to the re?uirements and nature of the operations. The
administration and management should follow rigid rules and regulations in order to
streamline the processes and procedures that will aid in the smoothness of the operations,
otherwise serious problems can occur that will lead towards customer dissatisfaction. So
to #eep all the processes and procedures in flow specific rules are to be followed.
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Value "ain +nalysis
@alue chain analysis is used to analy-e the specific acti"ities through which a firm creates
its competiti"e ad"antage. It is also helpful to model the entire firm as chain of "alue
creating acti"ities. The concept of "alue chain analysis was gi"en by Michael E. Porter
in his article of "ompetitive +%vantage: Creating and Sustaining Superior
Performance.
2ith the use of this model we can identify our core acti"ities, and those operations as
which can be outsourced to increase the profitability of our hospital. The "alue chain
analysis contains primary acti"ities and secondary acti"ities.
Primary Value "ain +ctivities
#noun% -ogistics:
The input for any hospital is ultimately the patients foreseeing the treatment. The patients
are being treated distincti"ely in a pri"ate sector hospital than in a public sector hospital.
The patients ha"e to wait more at public hospital than at a pri"ate one, as they charge less
in a public hospital than in a pri"ate hospital so a high number of people pour in for the
treatment.
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>perations:
$atients enter a hospital for treatment therefore operations act as a ma!or element in any
hospital. But the operations differ in both the sectors. /s in the $ublic sector hospital the
patient is attended and is treated according to the disease but the surgical e?uipment is not
much updated. 2hereas in a $ri"ate sector hospital there is a high range of updated
surgical e?uipments and the patients are attended with more care and commitment. The
patients are leading further for chec# ups until the proper cure is achie"ed.
>utoun% -ogistics:
The patients are admitted till the cure is achie"ed or till the completion of the treatment as
the paramedical staff in a hospital properly loo#s after them. Then they are free to be
discharged from the hospital after the desired state has been achie"ed. It has been
obser"ed that in pri"ate hospital the patients are discharged according to under or o"er
utili-ation of beds. 2hen these hospitals are underutili-ed they tend to discharge the
patients as late as possible and "ice "ersa.
Mareting an% Sales:
The image of mar#eting and sales acti"ities are !ust for profit ma#ing purpose, and image
of hospitals are social, it arises many issues when we tal#ing about mar#eting of a pri"ate
hospital 5ost of people normally thin# that they are
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,uman Resource Management:
Kualified and eperienced staff is the real asset of an organi-ation especially in a hospital
almost e"ery thing is based on doctors and their performance. So by a formal human
resource department hospitals are getting not only eperienced doctors but also following
the training procedure they ma#e them more efficient toward their ser"ices which
hospitals are pro"iding
5irm in0rastructure
The pri"ate sector hospitals thus fall low in the infrastructure than a public sector hospital
as the pri"ate sector has relati"ely less finance a"ailable, with less capital being in"ested
and less resources being employed than in a public sector hospital. /s go"ernment
spending is always high when a pro!ect is being under ta#en with rich resources and high
finance is a"ailable.
TK5 7Total Kuality 5anagement8 is thus a main concern for a pri"ate sector hospital as
pri"ate sector hospital cannot sur"i"e and compete with a public sector hospital without
continuous impro"ement. /s the charges are relati"ely high in a pri"ate sector hospital,
thus in order to tempt the patients it becomes necessary to ma#e the best use of the
a"ailable resources and to remain in the best condition so that people can outweigh the
b fi h h h i i
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PorterGs $ 5orces Mo%el
$orter proposes that some industries are inherently more profitable than others. e.g.
pharmaceutical company is more profitable than hospital industry. But a company can
still earn a lot of profits firm a dull industry. The #ey is to eploit a competiti"e
ad"antage. In any industry, fi"e forces dictate the rule of competition. Together, these
forces determine industry profitability because they directly influence the prices
indi"idual firms can charge, their cost structure and capital in"estment re?uirements.
To create and sustain long term profitable relation within industry, a company needs to
create a niche or used porter4s “focus” strategy, where cost of capital, in"estment and
structure is less as compared to profit. 9reation of niche helps in strong brand recognition
in the mind of customers and also for strong, profitable and long term relations with
customers. By #eeping all abo"e discussion in mind, we are focusing towards child care
hospital by limiting age '+ years maimum. Because this niche fulfill all our re?uire
conditions.
(e< Entrants:
• In this section, to create a uni?ue C future establish brand there is re?uirement of
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• Incumbents in mar#et ha"e more cost but they are facing less ?uality ad"antage.
• High demand side for ?uality ser"ices.
• Bring new capacity by gaining of mar#et share by putting pressure on eisting
prices.
/lthough there are many barriers but still there is re?uirement to fulfill the needs of
general public. There is hope in dar#ness and success is there and all this happens if we
are following the 5illennium Goals 6e"elopments strategies of $a#istan.
Suppliers:
In this case suppliers are in big eperience li#e
• Sial#ot Surgical 9lutter
• $harmaceuticals companies located in =ahore and Jarachi
• Strong supply chain management for deli"ery of medicines
• Eew and inno"ati"e drugs
• /"ailability of hospital furniture firms
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• /lthough Ser"ices$roducts are standardi-e but due to hospital or doctors brand
loyalty or belie"e there is less switching cost on buyer4s part.
• 3n the basis of ?uality ser"ices buyers ha"e high switching cost.
• In this niche, buyers are generally less prices sensiti"e but high ?uality sensiti"e.
;reat o0 Sustitute:
In substitutes there is a"ailability of Homeopathic, Herbal medicines, local clinics and
pharmacy stores.
Threat of substitute is moderate because of following reasons
• They offer less price performances.
• Buyer4s cost of switching is low.
Rivalry:
• There is high competition among hospitals that lay down their profit margin.
• Intense competition leads towards slow industry growth in Gu!ranwala region.
• >it barriers are high due to high in"estment in this field.
• =ow switching cost bears by buyers due to identical ser"ices ser"ed by hospitals
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>ur 'usiness Strategies
/lthough, ri"alry in intense but there are many chances to grow. There are many ways to
!ump into the pond. For this purpose we offering or using following strategies
Positive Sum Strategy:
The main ob!ecti"e of this strategy is to change the nature of ri"alry in the mar#et.
Eow a day mar#et is using Oero Sum Strategy, /ll hospitals are fulfilling same
needs with same means. But our hospital offers different ways or means to ser"e
patients.
5ocus Strategy:
2ith the help of focus strategy we are going to offer our ser"ices to “maimum
'+ years old #ids”. 2ith the help of this niche we ma#e positi"e repute in the
mar#et soon.
Pysical Evi%ence:
2ith the help of ser"ice mar#eting4s 0 $s, physical e"idence, promote our hospital
brand. 2e are offering better clean and clear en"ironment to our patients that they
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Maret Researc Report
Step ' Identify
Health
Step * 6issect
• Study on Health Ser"ice $ro"ider to
community.
• Study on Health Insurance
9ompanies.
• 5aternity and 9hild 9are $roblems.
• /ttitude of $eoples towards Health
Ser"ices.
• Study of Go"t. $olicies and subsidies
to health sector.
Step
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#ntro%uction:
2e are constructing our final pro!ect which relates to Business $lan of 9hild 9are
Hospital. For this purpose we conduct secondary data but for the completion of this
research many problems or difficulties in our way. To eliminate these difficulties we plan
for a primary research. In this research we target many ?uestions li#e what are the
preferences of people regarding hospital features, what are their paying power, what is
the beha"ior of people when there is any delay in turn, how much they spend to chec#
from a child specialist doctor and will they ready to pay for any prompt ser"ice etc.
2e are conducting this research in Gu!ranwala region because we are planning to build a
hospital in this city which is speciali-ed in treatment of children diseases maimum age
of ten years. To conduct this primary research we use ?uestionnaire methodology. The
sample si-e which we select is calculated as “margin of error is ;1, confidence le"el is)(1, population si-e is '&0%;++ and distribution response is &+1 by doing so we recei"e
a sample si-e of *(;”. The result and analysis of this research is calculated with the help
of S$SS software. =imitations and significance of study is also gi"en in this report.
Prolem Statement:
“To find out people4s paying capacity, waiting capacity, treatment criteria, beha"ior
towards hospital4s tenure and facilities re?uired by people in hospitals that are a"ailable
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• /"ailability and accessibility of hospitals in their region for children4s care
• Satisfaction with respect to ser"ices regarding that hospital
• If person is not satisfied with the treatment than what heshe done for their child
• Spending on illness in hospital and chec#ing from a speciali-e doctor
• Time waiting for their turn and spending for urgent treatment in less time
• >ffected media and little bit personal information li#e marital status, age, gender
and income le"el.
Signi0icance o0 te stu%y:
/s e"ery study has its pros and cons so does our study has a great importance and
significance that can be further seen from the following points. / study without any
significance is meaningless and is not worth going ahead but the study that we ha"e
conducted has high significance so that made us go ahead till its completion with high
confidence le"el.
The study has a lot of influence for any reader because it can also be used for further
study. It includes all things on reality basis.
This study aids us on the following issuesA
• :eal population of Gu!ranwala and disease forecasting.
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-iterature Revie
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GIFT Business School
!"#ST$%&&'$(#
This ?uestionnaire is di"ided into < sections. 1
st
Section deals with obtaining the generalinformation regarding the hospital4s re?uirements. 2n% Section deals with the currentscenario of the customer4s preferences towards the child treatment. 3r% Section deals with
the demographic features of the respondent.
Section ) *
$lease rate the following factors in order of their importance on scale of ' to &, with
respect to a children4s speciali-ed hospital.
Scale
5 4 3 2 1 0
#+tremely$mportant
$mportant 'verage,ess
$mportant"nimporta
nt&o %pinion
116 ,ospital 5eatures:
'. 6octor NNN
*. 2aiting :oom NNN
mergency facilities NNN
;. /mbulance NNN
0. Telephone >change NNN
%. Security Guards NNN
). 3peration 6epartment NNN
'+. $ar#ing NNN
''. 2ater 6ispenser NNN
'*. Blood Ban# NNN
'&. Hospital 9afQ NNN
';. Hospital I.T System NNN
'0. 5os?ue NNN
'%. Surgical C>?uipments Store NNN
'). Family $lanning 9enter NNN
*+. 5edical Store NNN
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GIFT Business School
236 Hic ospital you visit 0or te cil%Gs treatmentI (Specify the name of the Hospital)
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
246 +re you satis0ie%
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GIFT Business School
2116 Hic a%vertising me%ium in0luence you te mostI
Eews $apers
T.@ 9ommercials
Bill Boards
2ord of mouth
Sales $eople
Section )
316 .emograpics o0 Respon%ent:
(ame: NNNNNNNNNNNNNNNNNN
+ge: NNNNNNNNNNNNNNNNNN
9en%er: NNNNNNNNNNNNNNNN
Marital Status: NNNNNNNNNNNNNNNNNN >ccupation: NNNNNNNNNNNNNNNNNN
-ocation: NNNNNNNNNNNNNNNNNN
"ity: NNNNNNNNNNNNNNNNNN
#ncome -evel BRupeesC:
=ess than '+,+++
'+ ++' *+ +++
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.ata processing:
In order to con"ert the data into meaningful information, we need data processing as the
medium, so for this purpose we use S$SS software "ery famous data processing software
widely used in the research wor#s across the globe, S$SS stands from statistical pac#age
for social sciences.
.ata e%iting:
2e ha"e filled all that data which was missed by the respondents. In this regard we ha"e
supposed oursel"es as we were the respondents. It means we ha"e filled the data by
putting oursel"es at the place of our respondents.
Reliaility Statistics:
9ronbachRs /lpha E of Items
.0;)
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table who consider that there are sufficient hospitals
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$ercent 9umulati"e $ercent
@alid
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are paying to gain maimum ;+ minutes and their percentage is *(.(. /t the end '(.'
percent for those who are not willing to pay any single rupee for the patient4s treatment.
Hic me%ium or cannel as more impacts on you
$ercent 9umulati"e $ercent
@alid Eewspaper '
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"ase Processing Summary
9ross Tabs between
9ases
@alid 5issing Total
E $ercent E $ercent E $ercent
Income =e"el To chec#up your child from a specialist how
much you pay for it '
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"ross taulation
To chec#up your child from a specialist how much you
pay for it
*++ or less *+' to
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:s. 0& for
*+ mint
:s &+ for *'
to (+ mint
:s *& for ('
to ;+ mint
Eothing for ;'
or more mint
Income =e"el '+,+++ or less *' & 0 0 '+,++' to *+,+++ '% 0 '; %
*+,++' to
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2hich medium or mode or channel
has more impacts on you
Eewspaper T@ Billboard
2ord of
5outh
/ny thing
more
3ccupation Business
$erson'' ; & *; +
Student * '+ * ') '
Lob ' ; + & + 3ther ) '+ & '0 +
This cross tab is between channels impacts and its important with respect to occupation.
=i#e business person pays more attention to word of mouth so it is *; percent in that
range, than comes T@ which is ; percent, '' percent to news papers and & percent to
billboards. Students are also pays more attention to word of mouth so in student column it
is ') percent, newspaper are * percent, T@ are '+ percent and billboards are * percent
while ' percent in the hand of any thing else which may include radio, internet etc, Lob
persons also ran# ' percent to newspaper, ; percent to T@, + to billboards and & percent to
word of mouth, 3ther are includes any other person doing some thing else than abo"e
mention occupations so that '0 percent pointed to word of mouth, & percent to billboards,
'+ percent to T@ and ) percent to newspaper.
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"ompetitor Pro0ile Matrix
5actorHeigt
"61 "62 "63 "64 "6$ "6&
Rating ;otal Rating ;otal Rating ;otal Rating ;otal Rating ;otal Rating ;otal
Repute o0 te ,ospital +.*& & '.*& ( ' ( ' < +.0& < +.0& * +.&
!uality o0 Service +.* < +.; < +.; < +.; < +.; < +.; ( +.%
Environment o0
,ospital+.* < +.; < +.; < +.; < +.; < +.; ( +.;
#n0rastructure +.* < +.; * +.( ( +.% < +.; < +.; ( +.%
PR +ctivities +.'& < +.(& < +.(& * +.< * +.< < +.(& ( +.;
;otal Points
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SH>; +nalysis
Strengts:
$rompt Ser"ice 6eli"ery in less time.
Spacious $ar#ing =ot.
Eo child specialist hospital in the area where we are located.
Friendly, cooperati"e C clean en"ironment.
Hospital =ocation is on G.T :oad so this will cut down the ad"ertising cost.
6octors would be facilitated with the pro"ident fund.
Focus and $ositi"e Sum Strategy
>asily accessible and approachable location for the people li"ing in the "icinities
of G:2.
Heaness:
=ow profits and high fied costs in the initial years
=ow brand awareness @s >isting brands in 5ar#et
>it barriers are high due to high in"estment in this field.
>pportunities:
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Mareting Plan
5ar#eting plan includes its ob!ecti"es, ST$, 04$s, and Sales Forecast.
Mareting >ectives:
• To penetrate into the eisting health care industry.
• To focus on the customers demand and customi-e our ser"ices according to their
re?uirements.
• To capture mar#et share, and also to capture the mind and heart share of
customers.
• To be recogni-e as a respectable brand in hospital industry regarding 9hild Health
9are.
Segmentation
"il% "are:
“Eurturance and management of the daytoday re?uirements to sustain the successful
de"elopment of children, /lthough the term can apply to any acti"ity in which a
youngster4s needs are pro"ided for by a parent or guardian, it is specifically applied to
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International Journal of Gynecology & Obstetrics , Volume 100 , Issue 2 , Pages 188 -
189 V . +alis , J . Stepan Jr. M . Horak , A . Roztocil , M . Kralickova , Z . Rokyta
"ar%iology:
It is the study and treatment of heart disorders.
Journal of the American College of Cardiology
June 1999 (Vol. ! "ssue 7! Pages #$9##197&
.iaetes:
/ polygenic disease characteri-ed by abnormally high glucose le"els in the blood any of
se"eral metabolic disorders mar#ed by ecessi"e urination and persistent thirst. There are
two #inds of diabetes depending on whether there is a need of insulin or not.
They are called Type ' diabetes 7insulindependent diabetes8 RType ' diabetesR and Type *
diabetes 7noninsulin dependent diabetes8. This latter type is more common in older
people and o"erweight people and can sometimes be controlled !ust with diet.
2eedon 5E, 3wen J:, Shields B, Hitman G, 2al#er 5, 5c9arthy 5I, et al.
6iabetes *++( &
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tumors of the brain, and mo"ement disorders such as $ar#insonRs disease and
HuntingtonRs disease.
.entistry:
6entistry is a broad term that is used to describe anything from the diagnosis to the
treatment of diseases that affect the oral ca"ity. Tooth decay is a common affliction,
which often leads to toothache and tooth loss. :egular annual dental and oral health
eams are recommended for adults past the age of '%. 2ithin dentistry, there are many
specialties dedicated to specific areas of dental care, such as etractions, implants, and
pediatric dental care.
.ermatology:
$roblems with s#in and its appendages such as hair and sweat glands fall under the
category of dermatology. 6ermatologists specifically treat ailments that affect that s#in.Since the s#in is the largest organ, and also the most "isible, cosmetic dermatology stands
as one of the most well #nown parts of the field. 6ermatologists speciali-ing in cosmetic
dermatology use a myriad of nonin"asi"e procedures to impro"e anything from acne
scarring to the effects of aging.
>rtope%ic:
3rthopedic surgery may address disorders of the musculos#eletal system whereby
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#ncome level:
3ur fee or charges are affordable, as deri"ed from the sur"ey most of the people are
willing to pay the price for a chec# up from the specialist. The people from the income
range from '+,+++ and abo"e. Therefore it co"ers the customers from all the three classes
that is upper, middle and lower class.
It was also pro"en with research that the people are more conscious for their child4s
treatment and are willing to pay high for the best treatment and ser"ices.
9eograpic:
Geographically seen the hospital in the suburb of Gu!ranwala on the G.T :oad near
:ahwali 9antt. It is the location, which caters the people from the "icinity li#e
2a-irabad, Ga#har and the miniature ad!oining areas.
Therefore this location does not only target the people from Gu!ranwala but also is
approachable for the people residing in the ad!acent areas. Therefore the customers will
be scattered around the district. This location would definitely be anadd on, as it will aid
in increasing the number of customers as more people can access to the hospital.
; t M t " t i ti
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Positioning:
2e position our hospital in terms to ser"e the whole community and to wor# for the
human well being which in regard gi"es a rise to a healthy community. /s it prospects
that healthy children will tend to gi"e a mount to a healthy future.
2e stri"e to ser"e e"ery human being to gi"e him an enhanced treatment that will
promote healthy li"ing. 2e want to create a mind set that when people thin# of our
hospital they thin# of staying healthy and li"ing a prosper life accommodated with on
time ser"ice deli"ery by #eeping all the promises. This shows that we are de"oting
oursel"es mainly to ser"e the humanity and wor# for their betterment in terms of heath
issues and educating them simultaneously how to a"oid the health problems in future.
9ustomers do not percei"e the ser"ice ?uality in a unidimensional way but rather !udgethe ?uality on multiple factors so positioning should also be done by #eeping all t he
factors into account that will ma#e up a certain perception. Therefore our positioning
would be done while #eeping the ser"ice ?uality dimensions in considerationA
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Reliaility:
2e want our customers to trust us to achie"e their loyalty. So we will deli"er what we
promise. 2e will not o"er promise to a"oid mistrust of our customers and will deli"er the
ser"ices by staying on our words. =i#e if we promise that waiting time will not go
beyond
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emergencies without any delay. /mbulances would be trac#ed down with the
coordination of EG34s li#e >6HI etc.
• "a0O
/ cafQ would be pro"ided within our hospital that will pro"ide snac#s, meals
and other related items. This would ha"e a "ery neat and tidy en"ironment.
9afQ will be outsourced to any reputable contractor.
• Me%ical store
/ medical store would be a"ailable within our hospital and the patients can
purchase the medicines. The drug store would be enriched with a larger
number of medicines so that the re?uired medicine is readily a"ailable. The
medical store would be outsourced to an interested contractor.
)niLue selling Proposition B)SPCNSource o0 competitive a%vantage:
S$ of our hospital would be at most the prompt ser"ice deli"ery that unli#e other
hospitals the patients does not ha"e to wait in for long waiting hours for their turn as we
strictly ha"e streamlined all the processes and the running of the hospital would be in a
smooth flow. This would ultimately be a result of statistically managed operations.
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to pay the selected price. Therefore to penetrate into the mar#et and to cater the
customers we are supposed to deli"er more for the same.
Perceptual Map:
/ccording to the primary research the two factors that were considered as most important
in the eyes of the customers regarding a hospital were “$rice” and “Kuality”. These two
factors are compared when a customer ma#es up a certain perception regarding a
hospital. Therefore, the Hospitals are ran#ed according to prices they charge and ?uality
of ser"ice they are pro"iding to their customers. $erceptual map is drawn after
conducting inter"iews with the doctors and comprehensi"e discussion with general public
through conducting focus groups.
,ig !uality
,ig Price-o< Price
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Place:
The location of the hospital would be in the outer region of the city, which is
approachable to the people from the ad!oining areas li#e 2a-irabad, Ga#har etc. That is
near :ahwali 9antt near Friend4s hospital.
The ad"antage of the location is that it would be accessible to the people from the other
cities that would gi"e an increase in the number of patients pouring in.
"onsumer 'uying Process
#nitiator:
The initiator would be the child himself, the concerned person who senses that the patient
needs to see the doctor or should go to a hospital.
#n0luencer:
The influencers would be the ones who are our customers with a good and satisfactory
eperience from our hospital4s ser"ices and they could be the family members, friends,
etc. thus they would help others by spreading positi"e word of mouth and can influence
other4s decision by sharing their eperiences and gi"ing recommendations. The EG34s,
6octors could also aid in this regard by recommending or gi"ing referrals of our hospital.
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Promotion:
Advertising Objectives
• Sustain preference.
2e will continue to ad"ertise hea"ily in the beginning to well inform our
customers because the initial period needs good ad"ertising to create awareness
among the customers. Thus higher awareness and recall, the greater number of
customers could be epected.
• To ad"ertise hea"ily to persuade customers to buy the product.
• To create strong, fa"orable and uni?ue associations in the minds of the customers
to facilitate their hospital4s choice.
• To ma#e the customers #now that we are better than all by continuously
inno"ating and informing the customers about the new ser"ices.
+ove te -ine +ctivities
/bo"e the line acti"ities 7/T=8 will comprise of the print media and the digital media.
Print Me%ia:
• 6aily Eawa e 2a?t
• 6aily Lang
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3ur brochures would be enclosed within the newspapers to inform our target mar#et and
ma#ing them aware of our hospital.
.igital me%ia:
Sports channels
Star $lus
Sony >ntertainment
Eews channels
Ta#ing in consideration our target mar#et who are ultimately the parents or the people
who are married because they are suppose to ta#e the decision about which hospital to
"isit when their children are sic#. Thus according to the obser"ation and personal
inter"iews it was seen that the decision ma#ers primarily the males ha"e a trend towards
the sports channel and news channels. 2here as the females are more inclined towards
the Indian channels as Star plus and Sony >ntertainment Tele"ision.
Thus ta#ing this into account the abo"e digital media is selected so that the final decision
ma#ers are more eposed towards our ad, which #eeps them well informed and well
aware about $un!ab 9hild 9are Hospital.
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'illoar%s Placements:
Billboards will be installed by #eeping the following factors into accountA
5actors #ntensity
;arget maret 9oncentrated
;ra00ic 0lo< High
Si8e 6epends on the cost
"ost 6epends on the budget a"ailable
Exposure o0 te illoar%
location
High
#mplementation ;actics:
3ur hospital will be launched with intensi"e ad"ertising campaign in tele"ision as wellon radio. 2e will primarily focus those time slots on tele"ision and radio when more
"iewers and audiences watch and listen respecti"ely to these medias. 2e will etend
contract with the leading doctor of the childcare hospital as an endorsement in our ad.
$aying attention to word of mouth ad"ertisement we ha"e focused highly on our ser"ice
deli"ery and customer eperiences.
2e will also gi"e considerable incenti"es to intermediaries including the medical reps,
laboratories EG34s etc to influence customer4s purchase decision in fa"or of our
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:elations with the blood ban# would be maintained and enhanced so that the blood type
is readily a"ailable when needed a"oiding any problems due to una"ailability of any
blood group.
PR +ctivities:
2e would in"ite some leading 6octor Gul-ar to inaugurate so that it creates some
positi"e secondary associations in the mind of the customers. 2e will in"ite some leading
guest spea#ers to spea# about the health issues that will be a positi"e act to start with
which will be fruitful for the people. / healthy start would lead to a healthy future.
"ustomer Experience:
2e will ma#e it for sure that at e"ery point of customer contact, the customers would be
gi"en the best outcome and a pleasing moment as the sum of the pleasing moments gi"eout an o"erall positi"e and a happy customer eperience. This will effect on the decision
for the net "isit.
Relationsip Mareting:
“t is very important to create a close relationship !ith the customers because this !ill
lo!er do!n the probability for a customer to s!itch to any other hospital because
according to a research this !ill uncover specific types of relational benefits that
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gi"ing the customers an open way to drop in their complaints. / proper database of our
customers would be maintained.
Therefore the ad"antages that are customers benefited from will gi"e a rise to the firm4s
benefits. This can be eplained asA
• "on0i%ence ene0its:
2hen our hospital will create a close relation with the customers, the customers
will show trust or confidence in our ser"ices.
• Social ene0its:
3"ertime customers de"elop a sense of familiarity and e"en a social bond with
the ser"ice pro"ider. The customers would thus be familiar with our processes and
procedures thus ma#ing our !obs easy.
'ene0its 0or >ur ,ospital:
This will aid our hospital with the following benefitsA
• Economic 'ene0its:
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hospital. 2ord of mouth ad"ertising is seen as the most influencing media for the
hospitals as people rely more on real based eperiences and that is more belie"able
than simply hearing the electronic ads.
• "on%ucting Seminars:
To promote our hospital and to increase the awareness among people, seminars can be
conducted on health issues by pro"iding the people with a concrete solution and
educating them side by side about being healthy and nutritious.
Pull Strategy:
/ll the abo"e and following mentioned ad"ertisement and promotional strategy tends to
create a pull from customers4 end. There are not many children hospitals a"ailable in our
region Gu!ranwala. Therefore the people who are depri"ed of this facility will be tempted
towards our hospital. The media endea"ors will help us to attract people towards our
hospital by creati"ely promoting our hospital by gi"ing pleasing and satisfying
eperiences to our customers that will aid in spreading out positi"e word of mouth.
People:$eople play a "ital role in the success of any organi-ation because people are supposed to
i ti d t b #b S if th i ht l hi d d
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Service Recovery:
The ser"ice reco"ery will be incorporated well in our practices. /s each employee would
be trained enough to manage his actions, and ta#e correcti"e actions where he thin# he
couldn4t perform his duty up to the standards. The patient would be compensated
according to the ser"ice failure in order to #eep him satisfied.
;e service 0ailure can occur y a numer o0 reasons lie:
• The ser"ice deli"ered too late or too slowly,
• The outcome maybe incorrect or poorly eecuted
• >mployees maybe rude or uncaring
Therefore this will result in negati"e word of mouth with negati"e feelings and responses
from the customers.
#0 te service recovery is asent tis
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“t could be seen from a research that strong customer)firm relationships can help
shield the firm from the negative effects of failures on customer satisfaction.' (%
e'itt and -+ Brady, /Rethinking Ser0ice Reco0ery Strategies .ournal of Ser0ice
Reco0ery search 2 (o0em=er "##$), pp34$6"#?)
Encourage an% trac complaints:
2e will be pro"iding email, toll free number and a complaint bo that will help us to
figure out the complaints and the points of dissatisfaction. The doctors and the employees
would also ta#e the feedbac#s from the patients through small inter"iews, sur"eys so that
the points can be eliminated and the ser"ices further refined. This would also be done by
de"eloping a mind set that complaints are good. This has to be done within the hospital so
that the employees can ta#e good care of it.
Provi%e +%eLuate Explanations:
“*esearch suggests that !hen the firm+s ability to provide an ade(uate outcome is not
successful$ further dissatisfaction can be reduced if an ade(uate e"planation is
provided to the customer.' (. unning, * Pecotich, and * ;@ Cass, / 'hat Happens
'hen %hings o 'rong Retail Sales Aplanations and %heir ffects,9 Psychology and
-arketing"3, no? ("##7), pp&&$6?")
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Process:
The processes would be streamlined and would be followed smoothly with certain rules
and policies. =i#e when a patient enters in an entry by his name has to be passed in the
system. Then he would be allotted a number and the patients would be chec#ed only on
their turn. This would help to a"oid any chaos and would aid in smooth wor#ing.
Pysical evi%ence:
The physical e"idence, the tangibles would be in sync with the positioning and the
desired image that is to be created. So, a "ery clean, professional, and a wellmanaged
en"ironment will be pro"ided to the patients where computeri-ed records will be
maintained. $osters would be pasted on the walls gi"ing instructions about how to stay
healthy. $atients would be dealt "ery courteously that will portray empathy.
-ayout broad and open
.Ocor an% com0ort large, cushioned chairs
5urnisings marble, stainless steel
"leanliness shipshape, organi-ed
"olor blue and sil"er
-igtings bright, li"ely
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+(S>55 Matrix B5uture "onsi%erationC
Maret Penetration:
2e aim to achie"e growth with eisting products in current mar#et segment aiming to
increase its mar#et share. Therefore we are see#ing mar#et penetration strategy with
penetration pricing so that we can capture an attracti"e number of customers.
Pro%uct .evelopment:
/fter a passage of time when we can figure out that due to the 5illennium 6e"elopment
Goals the mortality rate is decreasing, thus to maintain our re"enues and profits, we will
offer new ser"ices according to the re?uirement of the society. For instance the ser"ices
that are not yet present in Gu!ranwala and are demanded that can be seen with the help of
conducting a research, li#e pro"iding a facility of nutritionist.
Maret .evelopment:
/fter a certain passage of time when we will generate our positi"e goodwill and be a
strong entity with a reputable brand name, we will etend with the same setup to the
other mar#ets where there is a demand of child care. 2e will also set up laboratories withour brand name in other areas so that we can facilitate a large number of people with our
i
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Expecte% Heely #n%oor "ases:
This is the wee#ly distribution of cases that will arri"e in the each month of the year *++). For each wee# the distribution is e?ual, weobtain this figure by di"iding whole patients from the each month by (. 2ith the assumption of ( wee#s in a month.
/anuary09 eruary09 Mar+&09
;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4
15 15 15 15 11 11 11 11 11 11 11 11
pril09 May09 /une09
;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4
11 11 11 11 11 11 11 11 18 18 18 18
/uly09 ugust09 1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4
26 26 26 26 26 26 26 26 18 18 18 18
+toer09 =o-e:er09 #e+e:er09
;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>411 11 11 11 11 11 11 11 15 15 15 15
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3ur location is at the G.T :oad *J5 from /-i- 9rossing. It is accessible from the "icinities of the Gu!ranwala. So it is epected that
(+patients per day will arri"e in our hospital from the "icinities of Gu!ranwala, 2hich are 2a-irabad, Ga#har, Gu!rat and >tc. Becausewe are accessible due to our presence at G.T :oad.
5oreo"er due to our /d"ertisement 9ampaigns and $ositi"e word of mouth, ' case will be increase per day and
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Expecte% Heely >ut%oor "ases:
This is the wee#ly distribution of cases that will arri"e in the each month of the year *++). For each wee# the distribution is e?ual, weobtain this figure by di"iding whole patients from the each month by (. 2ith the assumption of ( wee#s in a month.
/anuary09 eruary09 Mar+&09;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4
338 338 338 338 336 336 336 336 343 343 343 343
pril09 May09 /une09
;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4
351 351 351 351 358 358 358 358 384 384 384 384
/uly09 ugust09 1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4
411 411 411 411 418 418 418 418 407 407 407 407
+toer09 =o-e:er09 #e+e:er09
;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4 ;ee>1 ;ee>2 ;ee>3 ;ee>4
396 396 396 396 403 403 403 403 420 420 420 420
Expecte% .aily >ut%oor "ases:
This is the wee#ly distribution of each day, after comprehensi"e discussion with the eperts and doctors, we found some facts which
are related with the distribution of the cases per day, (+1 of the cases of the whole wee#, arri"e from 5onday to Thursday and ;+1 of
the cases arri"e in the last ly pe+te' o! /an09 ;ee>ly pe+te' o! /ul09
Mon %ue ;e' %&u ri ly pe+te' o! ug09
Mon %ue ;e' %&u ri
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In this process, the patients first meet to the doctor. It will ta#e '& minutes, and then the
doctor will prescribe some laboratory test. The lab process will ta#e * hours. /fter getting
the result from the lab test, the patient will again mo"e to the doctor. 6octor will see thereport of lab test and then suggest some medicines. It will ta#e '+ minutes. Then the
patient will mo"e to medical store. & minutes will be consumed in order to getting
medicines.
9apacity %(+
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5acility -ayout
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an area of )+ s?uare feet. In guest room, there are sofas. /n eamination coach, a doctor
stool, baby weighing machine, blood pressure machine will be there in doctor room.
These rooms are also air conditions.
+%min Room:
The purpose of this room is to handle and maintain different management acti"ities of hospital. It co"ers )+ s?uare feet. It contains the basic necessities.
Meeting Room:
This room will be used for the meeting among all the staff of the hospital, meetings are
necessary whene"er admin or chairman want to discuss something with all the staff of the
hospital. This room can also be used for the training purpose of the employees of thehospital. It contains many chairs and a round table. It co"ers )+ s?uare feet.
Has6Room:
There are total '0 washrooms in the hospital, ' washroom is assigned to each pri"ateroom and there are '+ pri"ate rooms for the patients, * washrooms are assigned to the
general wards and others are for the use of doctors. 2ashroom for male and female are
separate.
Me%ical Store:
It is located on right corner of front area. It is li#e a room ha"ing %+ s?uare feet area. /llthe medicines will be a"ailable there especially fa"orable for children. 2e will outsource
the medical store.
6Ray Room:
It is a "ery small room on the left of medical store. It is an air condition room. It is fullye?uipped. It has Vray machine #nown as 75/ '++8 and a sub room #nown as dar# room
with all type of accessories.
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#nventory Management:
$atients are considered as in"entory in hospital industry. 2e managed in"entory per (hours basis, to ma#e sure that no patient will
wait for hisher turn more than
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Patients Mon %ue ;e' %&u ri
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Heely Sce%ule:
The following table represents the wee#ly schedule of child specialists, senior medical officers and medical officers. 2ee#ly scheduleof the doctors is prepared according to results of the in"entory management tables, which shows we need ' doctor in each shift from
5onday to Thursday to assure that no patient will wait more than
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,iring "riteria
1 Selection ;ests:
The selection techni?ues applied would be specific to the field of ?ualification.
Howe"er bac#ground in"estigation including the certification of educational
?ualifications from ?ualified uni"ersities, and medical clearance certificate would be
applied in any case.
2 #ntervie
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5inancial 'ene0its:
2e would be #een to support staff with a number of financial benefits and ad"ice
pro"ided directly by the child care administration. They include
'. Provi%ent Scemes: 3n retirement they would get pro"ident fund, which would
be based on their salary at retirement. Staff would contribute of ;1 per month.
The /65IE would contribute an additional ;1 of their respecti"e salaries
towards the pension.
*. ,ealt care 'ene0it Sceme: 5edical for the staff would be compensated &+1.
9laims must be submitted in terms of forms with doctor4s prescription and
medication details. If a staff member while wor#ing in child care department
suffered from any disease they would be cured at the hospital with only *&1 of charge, the rest 0&1 would be contributed by the hospital.
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;. ,ealt FSa0ety: Building fire eitsA all the corridors would be ha"ing signs
directing towards the fire eit and fire etinguishers. >ach room would ha"e the full
fledge map in case of fire eit. The doors would be opened towards outward direction.
' 5edical W related e?uipment would be chec#ed that whether the safety manuals
included. The technicians would be called immediately to respond to the incurring
defect.
* Building and e?uipment would be insured.
"orporate "ulture
>"ery one has personal responsibility for safety as outlined in the child specialist
safety policy and has to follow the rules and policies that are described below that
rules and policies would be "ery helpful to fulfill our mission and to create the good
name of our child care centre.
1: +ppearance: $rofessionalism is at the core of identity. The appearance of doctors and
other staff should be professional by their appearance and by their acts to contribute thein the core identity of hospital.
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• 6eceased patientsR information is also treated as confidential. 6isclosure of
deceased patientsR information must be a matter for indi"idual decision by the
clinician.
.ata Protection Principles:
$ersonal data shall be ade?uate, rele"ant and not ecessi"e in relation to the purpose7s8
for which they are processed.
• $ersonal data shall be accurate and where necessary #ept up to date.
• $ersonal data processed for any purpose7s8 shall not be #ept for longer than is
necessary for that purpose.
• *usti0y te purposeA e"ery proposed use or transfer of patientidentifiable
information within or from an organi-ation should be clearly defined and
scrutini-ed, with continuing uses regularly re"iewed by an appropriate guardian.
• .onQt use patient6i%enti0iale in0ormation unless it is asolutely necessary A
$atientidentifiable information items should not be used unless there is no
alternati"e.
) i i i i% i0i l i 0 i h f
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Specialists
9onsultant
Eurses
Technician
$aramedics 7>mergency Staff8
9ler#
Sta00 an% teir Salaries
Sta00 Position (umer o0
Employees
Salaries
Specialists
• 5.B.B.S 79hild specialist8
• Senior 5edical 3fficer
• 5edical officers
*
'
*
'%
&+,+++
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(on Me%icle Sta00:
This promotion process would be for all the nonmedical staff. Eurses ward boys,
maintenance staff etc. they would be promoted by showing performance according to the
standard of the hospital rules. Their salaries would be increase with the promotion.
Initial stageinfect the
learning and
trainingstage start
wor# and
learn more
/fter the
training, startwor# ingroup for
sa#e of
#nowing that
how to wor#in a group
and how to
lead it.
Ha"ing
showed good
performancein the group
he or she
would become the
head of all
the staff of aspecific
/fter passing
thought allthe stages
which teach
ones how tohandle
people in the
differentsituation, he
or she would
become
senior of allthe staff of
his wor#
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(ote A 3
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(ote A 3
i ssetsCurrent ,ear
,ear 2009 ,ear 2010 ,ear 2011 ,ear 2012 ,ear 2013
Ma+&inery
1$55'$50
0
1$01$'5
0
1$2&$00
0
1$090$25
0
9#$50
0 ''$'50
Aan'15$000$00
015$000$00
015$000$00
015$000$00
015$000$00
015$000$00
0
Euil'ing19$2#&$00
01$&5$92
01$01$
01'$50$'&
01&$92'$&
01&$#50$&0
0
!!i+e Fuip:ent1$155$200
92$1&0
&9#$120
&2$00
2#1$00 ?
t&er Fuip:ent'$00
'20$290
59#$10
&&$0'0
##$9&0 211$50
Preli:inary pense551$00
551$00
urniture pense
5$20
0
#&$0'
0
#1'$9
0
29$1
0
11$&
0 11#$550
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perating atios
or:ulas ,ear2009
,ear2010
,ear2011
,ear2012
,ear2013
peratin >pense 7atio @ peratin >p.4et ale 0.5& 0.52 0.' 0. 0.2
="min. >pense 7atio @ ="min >p.4et ale 0.5# 0.5 0.' 0. 0.2
4et Proit 7atio @ 4et Proit4et ale 0.#5 0.# 0.2 0.5 0.&
>Fuit- 7atio @ >Fuit-otal =ssets 1 1 1 1 1
;ie" =sset to >Fuit- 7atio @ ;ie" =sset>Fuit- 0.&5 0.55 0.5 0.1 0.#1
;ie" =sset urnover 7atio @ ales;ie" =ssets 0. 0.5' 0.&' 0.'# 0.95
.escription:
In ratio analysis, the different ratios are used to find out the different results. The ratios which used are as followedA operating epense
ratio, admin epense ratio, net profit ratio, e?uity ratio, and fied asset e?uity ratio and fi asset turn o"er ratio. 3perating epense and
admin epense ratios shows that sales are increasing and epenses are decreasing. Eet profit ratio shows that profit is increasing.
>?uity ratio shows the same amount as there is no liability. Fi asset to e?uity ratio shows the depreciation in assets but e?uity remains
the same. In fi asset turn o"er ratio, the sale is increasing while fi assets are decreasing because of depreciation.
Payac Perio% Meto%
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Payac Perio% Meto%
Paya+> Perio'
,ear Cas& lo (s) Cu:ulati-e Cas& lo (s)
0 ?0000000 ?0000000
1 9'5 ?#1011255
2 1512'1 ?129'
# 29&##5 1'15551
19115 5909'095
5 5&90199 11&0''29
.escription:
$aybac# period method eamines the reco"ery of the total in"estment amount of the business, during its life, the shorter the paybac#
period the attracti"e that in"estment scheme is. In our business the paybac# period is * years and & months, which means our
in"estment, will be reco"ered from the re"enues of the business within * years and & months. (+million capital is re?uired to start the
operations of the business.
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