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A project study to determine the factors affecting the

selection of a doctor for treatment and Proposals for

marketing communication of service among consumers

Arunima Sinha

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Page 1

A PROJECT REPORT ON

Study to determine the factors affecting the selection of a doctor for treatmentAnd

Proposals for marketing communication of service among consumers

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE DEGREE OF

POST GRADUATE DIPLOMA IN MANAGEMENT OFFERED

BY

COMPLETED AT

SUBMITTED BY:

ARUNIMA SINHA

MM1012222

PGDM (MARKETING) 2010-2012

BIMM

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ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without

the kind support and help of many individuals and organizations. I would like to

extend my sincere thanks to all of them.

First and the foremost, I would like to convey my gratefulness to my Project/Training

guide , MR. Manish Mohite, for his guidance and support throughout my project,

under whose mentorship I had the opportunity to learn at RELIGARE

TECHNOLOGIES. I thank him gratefully for his absolute patience in helping me

endure my project,

I would like to express my deepest gratitude towards the company, for having given

me an opportunity to work on the project/training which proved to be a great learning

experience for me,

I express my gratitude to the placement committee, faculty, esteemed DirectorDr.

Seema Singh Zokarkar and our Executive DirectorProf. (Col.) A.

Balasubramanian for providing me with an opportunity to work on a project, which

has proven to be a valuable learning experience and also a memorable one,

The supportive trainee fellows at RELIGARE TECHNOLOGIES for lending their

hands and giving continuous support during my 2 months period of (Company

project study/ Training) in this company.

Last but not least, I also thank all those people whom I met in the field during my

internship and helped me to accomplish my assignments in the most efficient and

effective manner.

Arunima Sinha

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INDEX

S. NO. PARTICULARS PAGE NO.

1 Executive Summary 4

2 Introduction 7

2.1 Objective

2.2 Research Methodology

3 Company profile 9

3.1 About Religare Technologies

4 Service profile 12

4.1 About HealthLine 24x7

5 Healthcare Industry Analysis 14

5.1 Brief overview of Healthcare Industry

5.2 Market overview

6 Marketing communication 17

7 Data Analysis 24

7.1 Data collection7.2 Data analysis : Factor Analysis

8 Findings and Conclusions 33

9 Recommendations 35

10 Bibliography 36

11 Appendix 37

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EXECUTIVE SUMMARY

It is essentially axiomatic that modern health care is an information and knowledge

intensive enterprise. The information collected in health care includes among other

things medical records of individual patients (both paper and electronic, spread

across many different health care organizations), laboratory test results, information

about treatment protocols and drug interactions, and a variety of financial and

administrative information.

Whereas the practices of 20th century health care were based largely on paper,

there is now a broad consensus that realizing an improved 21st century vision of

health care will require intensive use of information technology to acquire, manage,

analyze, and disseminate health care information and knowledge

Also the patients in present era use a lot of information to search, select, compare

and evaluate doctor while selection for treatment.

Objective of Religare is to launch an Information Service Center(HealthLine 24X7)

exclusively for the Healthcare Sector. The Information Service Center will consist of

a website, a helpline number as well as sms service. HealthLine 24X7 provides

round the clock healthcare information assistance accessible anytime anywhere. Itattempts to reduce the information asymmetry in the healthcare landscape by

bringing together all the stake holders on a common platform. It offers business and

consumer services.

The primary objective of the project is to determine the factors affecting the selection

of doctor for treatment. Segregating and understanding those factors which are

important from the non important ones will help the company to emphasize on the

major factors to promote and also help to use the research result to present anevidence before the doctors about what patients seek in a doctor while selecting

them for treatment.

Also the project helps to understand the penetration level of online/phone based

healthcare services present in India. The awareness level of consumers about such

services is very low instead of their strong belief that such services are very useful.

So the major task for company is to make people aware of the services through the

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promotion mix or the new communication media like social media Facebook, twitter,

viral marketing etc.

The questionnaire was developed to understand consumer behavior for healthcare

information services. This questionnaire consisted of structured questions which tried

to capture consumer responses on 7 point Likert scale. The analysis of this

questionnaire helped to provide information about:

Factors that affect the selection of a doctor for treatment by a patient.

Acceptance of online/phone based healthcare services among consumers

and their perception about its usefulness

Proposal for marketing communication of such services by giving detailed

report about the tools available.

This research analysis yields the results which can be used to enhance the database

and provide better service. This also helps to interpret consumer behavior about

online and phone based services.

The major findings from both the part of research work could be summarized as:

The provision of information technology designed to support health care

services has become an enormous and growing market.The health careinformation technology (HCIT) sector is booming.

This Healthcare Information System will improve our societys health, as it will

provide lots of health information to a common man

Toll free number where patients either by calling or through SMS can avail the

necessary information is a first of a kind service launched in India. It has huge

scope to grow but faces limitations of good infrastructure and widespread

awareness.The potential of such a service to become a success is high because

consumers now a days have become time constraint and

The present condition of healthcare ecosystem in the metro could be

understood clearly

The main recommendation for the company is to aggressively follow various

awareness programs to make the consumer aware of the services. It could be

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done by advertising on social media like Facebook etc. and events like health

camps organized at housing societies, institutions etc.

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INTRODUCTION

OBJECTIVE

The primary objective of the project is to determine the factors that affect the

selection of doctor for treatment and proposal for marketing communication of the

service.

The secondary objectives of the project are:

To determine the attributes that affect selection of a doctor for treatment

To determine the factors that affect the selection of a doctor

To determine the specific percentage of population that uses online

healthcare services

To make proposal for communication of such services

To see whether online/phone based services are acceptable among people or

not

RESEARCH METHODOLOGY:

1. Formulating Research Problem:

People: The customer base and the users have been identified. Doctor,

Hospitals, pathology lab etc are customer and everybody who will use the facility is

user.

Problem: The condition of present Healthcaresector it has to be analyzed that

whether the product which will be launched will be a success or not.

2. Conceptualizing Research design:

The study is an exploratory research study and I used Strata Sampling (Non-

Probability Sampling) to serve the purpose. For the purpose of present study a

related sample of population was selected on the basis of convenience

3. Constructing an instrument for data collection:

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Questionnaire for consumer is developed by me. It is a Likert scale type of

questionnaire. There is some open ended question. Every question is directly related

to the project objective

4. Selecting a sample:

I used random sampling in the area designated by the company.

5. Writing a research proposal:

A Research proposal is shown to the supervisor for validation. It contained

a. What am I intend to do b. How my plan will proceed

c. Why I selected the proposed strategy

6. Collecting data:

The data has been collected by direct administering of structured questionnaire to a

set of respondents.

7. Processing data: Factor analysis was performed to understand the major factors

and pie charts and bar charts were used to interpret the responses give.

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COMPANY PROFILE

Religare Technologies is the IT services business of a large diversified Indian

transnational business group. The group pursues aggressive business interests

globally in IT products (Religare Technova) Financial Services (Religare

Enterprises), Health Care (Fortis Health Care), Wellness (Religare Wellness,

formerly Fortis HealthWorld), Diagnostics (Super Religare Laboratories, formerly

SRL Ranbaxy) and Aviation and Travel (Religare Voyages).

The Religare Technologies umbrella includes offerings in Business Solutions,

Infrastructure Solutions, Business Process & Knowledge Services & Information

Services.

Currently with over 2000 employees and presence in over 10 countries, Religare

Technologies is poised to be a leader in the global IT Services space. Religare

Technologies focuses on clients in key verticals such as Financial Services,

Insurance, Capital Markets and Health Sciences (Health Care and Pharmaceuticals).

PROMOTER GROUP

Religare is an emerging markets financial services group with a presence acrossAsia, Africa, Middle East, Europe, and the Americas. In India, Religares largestmarket, the group offers a wide array of products and services including broking,insurance, asset management, lending solutions, investment banking and wealthmanagement. With 10,000-plus employees across multiple geographies, Religareserves over a million clients, including corporate and institutions, high net worthfamilies and individuals, and retail investors.

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Super Religare Laboratories Limited (formerly SRL Ranbaxy) within 11 years ofinception has become the largest Pathological Laboratory network in South Asia. Itstarted a revolution in diagnostic services in India by ushering in the mostspecialized technologies, backed by innovation and diligence. The current footprintextends well beyond India in the Middle East and parts of Europe.

Religare Wellness Limited (formerly Fortis Healthworld) is one of the leadingplayers in the wellness retail space with a footprint of 100 stores across India. Thegroup envisages setting up a pan India world class retail network of wellness storesthat would provide comprehensive solutions under one roof.

The group also operates in the domain of integrated Air Charter and Travel,anchored under the holding company Religare Voyages Ltd. The Air Charterbusiness is one of the largest in the non-scheduled space in the country with its owntop-of-the-line fleet that comprises jets, helicopters and turbo props. The travelbusiness is duly accredited for complete management of both in-bound and out-bound domestic and international travel.

Fortis Health Care Limited, established in 1996 was founded on the vision ofcreating an integrated Health Care delivery system. With 22 hospitals in India,

including multi-specialty & super specialty centres, the management is aggressivelyworking towards taking this number to a significant level in the next few years toprovide quality Health Care facilities and services across the nation.

OFFERINGS

Business SolutionsEnterprise SolutionsSAP

Navision

CRM
http://www.religaretech.com/business-solutions.asphttp://www.religaretech.com/enterprises-solutions.asphttp://www.religaretech.com/entsol-sap.asphttp://www.religaretech.com/entsol-sap.asphttp://www.religaretech.com/entsol-navision.asphttp://www.religaretech.com/entsol-navision.asphttp://www.religaretech.com/entsol-crm.asphttp://www.religaretech.com/entsol-crm.asphttp://www.religaretech.com/entsol-navision.asphttp://www.religaretech.com/entsol-sap.asphttp://www.religaretech.com/enterprises-solutions.asphttp://www.religaretech.com/business-solutions.asp

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Business Intelligence

Application ServicesAppl Development Services

Appl Testing ServicesAppl Maintenance Services

Infrastructure SolutionsLaptops/ Desktops

Servers, Storage & VirtualizationInformation Security &AvailabilityNetworkingMicrosoft Licensing

Knowledge and Business Process SolutionsBPO

Voice OperationsNon Voice Operations

IT HelpdeskKPOFinancial Services

Business AnalyticsHRO

LPOConsulting

Information ServicesResearch & Intelligence

Web SolutionsInformation Search & Media

Industry services

Financial services Insurance Healthcare Life sciences Diversified
http://www.religaretech.com/entsol-busintg.asphttp://www.religaretech.com/application-services.asphttp://www.religaretech.com/appl-dev.asphttp://www.religaretech.com/appl-dev.asphttp://www.religaretech.com/appl-test.asphttp://www.religaretech.com/appl-main.asphttp://www.religaretech.com/servers.asphttp://www.religaretech.com/is-availability.asphttp://www.religaretech.com/is-availability.asphttp://www.religaretech.com/is-availability.asphttp://www.religaretech.com/networking.asphttp://www.religaretech.com/networking.asphttp://www.religaretech.com/microsoft-licensing.asphttp://www.religaretech.com/microsoft-licensing.asphttp://www.religaretech.com/knowledge-bpo.asphttp://www.religaretech.com/bpo.asphttp://www.religaretech.com/voice-outbond.asphttp://www.religaretech.com/voice-outbond.asphttp://www.religaretech.com/non-voice.asphttp://www.religaretech.com/non-voice.asphttp://www.religaretech.com/it-helpdesk.asphttp://www.religaretech.com/kpo.asphttp://www.religaretech.com/financial-services.asphttp://www.religaretech.com/financial-services.asphttp://www.religaretech.com/business-analytics.asphttp://www.religaretech.com/hro.asphttp://www.religaretech.com/lpo.asphttp://www.religaretech.com/consulting.asphttp://www.religaretech.com/consulting.asphttp://www.religaretech.com/information-services.asphttp://www.religaretech.com/research-intelligence.asphttp://www.religaretech.com/research-intelligence.asphttp://www.religaretech.com/web-solutions.asphttp://www.religaretech.com/web-solutions.asphttp://www.religaretech.com/is-media.asphttp://www.religaretech.com/is-media.asphttp://www.religaretech.com/web-solutions.asphttp://www.religaretech.com/research-intelligence.asphttp://www.religaretech.com/information-services.asphttp://www.religaretech.com/consulting.asphttp://www.religaretech.com/lpo.asphttp://www.religaretech.com/hro.asphttp://www.religaretech.com/business-analytics.asphttp://www.religaretech.com/financial-services.asphttp://www.religaretech.com/kpo.asphttp://www.religaretech.com/it-helpdesk.asphttp://www.religaretech.com/non-voice.asphttp://www.religaretech.com/voice-outbond.asphttp://www.religaretech.com/bpo.asphttp://www.religaretech.com/knowledge-bpo.asphttp://www.religaretech.com/microsoft-licensing.asphttp://www.religaretech.com/networking.asphttp://www.religaretech.com/is-availability.asphttp://www.religaretech.com/is-availability.asphttp://www.religaretech.com/servers.asphttp://www.religaretech.com/appl-main.asphttp://www.religaretech.com/appl-test.asphttp://www.religaretech.com/appl-dev.asphttp://www.religaretech.com/application-services.asphttp://www.religaretech.com/entsol-busintg.asp

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SERVICE PROFILE

HealthLine 24x7 is a place for reliable relevant and complete health information.

They are Indias first free 24X7 patient centric , health information on web and

voice.(Call on 33006666 or reach at www.healthline24x7.com )

HealthLine 24x7 is a one-stop destination for in-depth and exhaustive patient centric

information on healthcare.

They provide unique Search Compare Evaluate Select feature.At HealthLine 24x7, the consumer can search a comprehensive database of all the

healthcare service providers listed from across the five metros. These healthcare

service providers have been categorized on basis of various parameters of

consumers choice to make things easier. This categorization will help to compare

and evaluate the healthcare service provider not only on the criteria of location and

specialization but also on other benchmarks like- experience level, education details,

fee, timing, emergency handling, home visit, awards won, etc. their aim is to help

select the most suitable healthcare service provider. HealthLine 24x7s work does

not end with the search; they even have the facility to schedule appointment of the

healthcare practitioner.

HealthLine 24x7 has also compiled an exhaustive listof diseases complete with

their causes, symptoms, diagnosis, treatment and alternative remedies. This

information will make understand the disease better and manage and monitor it more

efficiently and effectively. But If the disease is not known how will the consumer

know which specialist to consult for the treatment?

Then Symptom-to-disease-to-specialist tool is there to help. HealthlLine 24X7, will

not only help to identify the possible causative diseases but also assist in locating

the right specialist. Their dedicated and qualified team is available round the clock;

ready to address any health query.
http://healthline24x7.com/http://healthline24x7.com/

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HealthLine 24x7 provides robust information on all medicines categorized by

pharmacology - action time, common dosage, what to do in a missed dose, over

dose, precaution during pregnancy, for kids and for old age, side effects, used to

treat diseases, price comparisons by various manufactures, availability in locations,

brands available, substitutes or alternatives, etc.

At HealthLine 24x7 the consumer gets access to all this information and more. Apart

from being a credible source of health information, HealthLine 24x7 is also a platform

where you can connect to people suffering from similar diseases/conditions; take

opinion and guidance from expert medical professionals, etc. on the various

discussion forums.

Their goal is to provide the most comprehensive search experience for health

information.

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HEALTHCARE INDUSTRY OVERVIEW

Health Care Industry In India

The rate of growth of the health care industry in India is moving ahead neck to neck

with the pharmaceutical industry and the software industry of the country. Much has

been said and done in the health care sector for bringing about improvement. Till

date, approximately 12% of the scope offered by the health care industry in India has

been tapped. The health care industry in India is reckoned to be the engine of the

economy in the years to come. Health care industry in India is worth $17 billion and

is anticipated to grow by 13% every year. The health care sector encompasses

health care instruments, health care in the retail market, hospitals enrolled to the

hospital networks etc.

Health care industry in India and the GDP or gross domestic product:

Expenses incurred by the Indian Government on health care are the highest

amongst developing countries. India's expenses on health care sector comprise

5.25% of the GDP. Chances are that the health care market could experience a hike

and attain a figure ranging between $53 to $73 billion five years from now. This in

turn will reflect an increase in the gross domestic product to 6.2% GDP. The health

care industry in India earns revenues accounting for 5.2% of gross domestic product.

Healthcare Infrastructure

The Indian healthcare industry is seen to be growing at a rapid pace and is expected

to become a US$280 billion industry by 2020. The Indian healthcare market was

estimated at US$35 billion in 2007 and is expected to reach over US$70 billion by

2012 and US$145 billion by 2017. According to the Investment Commission of India

the healthcare sector has experienced phenomenal growth of 12 percent per annum

in the last 4 years. Rising income levels and a growing elderly population are all

factors that are driving this growth. In addition, changing demographics, disease

profiles and the shift from chronic to lifestyle diseases in the country has led to

increased spending on healthcare delivery.

Even so, the vast majority of the country suffers from a poor standard of healthcare

infrastructure which has not kept up with the growing economy. Despite having

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centers of excellence in healthcare delivery, these facilities are limited and are

inadequate in meeting the current healthcare demands. Nearly one million Indians

die every year due to inadequate healthcare facilities and 700 million people have no

access to specialist care and 80% of specialists live in urban areas.

In order to meet manpower shortages and reach world standards India would require

investments of up to $20 billion over the next 5 years. Forty percent of the primary

health centers in India are understaffed. According to WHO statistics there are over

250 medical colleges in the modern system of medicine and over 400 in the Indian

system of medicine and homeopathy (ISM&H). India produces over 25,000 doctors

annually in the modern system of medicine and a similar number of ISM&H

practitioners, nurses and para professionals. Better policy regulations and the

establishment of public private partnerships are possible solutions to the problem of

manpower shortage.

India faces a huge need gap in terms of availability of number of hospital beds per

1000 population. With a world average of 3.96 hospital beds per 1000 population

India stands just a little over 0.7 hospital beds per 1000 population. Moreover, India

faces a shortage of doctors, nurses and paramedics that are needed to propel the

growing healthcare industry. India is now looking at establishing academic medical

centers (AMCs) for the delivery of higher quality care with leading examples of The

Manipal Group & All India Institute of Medical Sciences (AIIMS) already in place.

As incomes rise and the number of available financing options in terms of health

insurance policies increase, consumers become more and more engaged in making

informed decisions about their health and are well aware of the costs associated with

those decisions. In order to remain competitive, healthcare providers are now not

only looking at improving operational efficiency but are also looking at ways of

enhancing patient experience overall.

India has approximately 600,000 allopathic doctors registered to practice medicine.

This number however, is higher than the actual number practicing because it

includes doctors who have emigrated to other countries as well as doctors who have

died. India licenses 18,000 new doctors a year.

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MARKET OVERVIEW

Share of tertiary care in the total healthcare market is around 11 per cent

Market for tertiary care is expected to grow at a faster rate, due to rise in

complex ailments such as heart diseases and cancer.

The per capita healthcare expenditure in India grew by 9.3 per cent between

the years 1993-94 and 2001-02.

After the economic reforms in 1986, public health expenditure has remained

more or less stagnant between 0.9 per cent to 1.2 per cent of GDP

With rise in income levels and increasing adoption of health insurance, the

demand for tertiary care is expected to grow.

During 2006-2011, the average annual growth in health expenditure by the

BRIC countries is estimated at 11 per cent. It is expected to touch US$ 413

billion by 2011.

From, these articles it can be assumed that the healthcare sector has a huge scope

in the market. This assumption will be verified with the research later on.

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MARKETING COMMUNICATION

In addition to developing a good product/service and pricing it attractively companies

need to communicate with -

Present/ potential customers

Other stakeholders

General public

To communicate effectively, marketers create/use the marketing communication

mix/promotion mix.

Promotion mix made up of:

Advertising: paid form of non-personal presentation and promotion of

ideas/goods/services by an identified sponsor.

Sales promotion: variety of short term incentives to encourage trial/purchase

of product/service

Public relations and Publicity: variety of programs designed to promote/

protect companies image/individual product e.g. events

Personal Selling: Face to face interaction with one/more prospectivepurchasers for the purpose of making presentation answering

questions/procuring orders

Direct Marketing: use of mail/phone/fax/other non-personal contact tools to

communicate directly with/ solicit direct response from customers and

prospects.

COMMUNICATION OBJECTIVE COULD BE:

Awareness: If majority of audience is unaware of object, the communicators task is

to build awareness (could be even name recognition)

Knowledge:

Target audience may have company/product awareness, but not much more

Task is then to select product knowledge as the communication objective

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Liking:

If target audience knows about product, was need to know how they feel

about it

If feeling is negative/unfavourable , marketer has to find out reasons for this

feeling

Then communication objective is to enhance/convert feeling to a

positive/favourable feeling.

Preference:

When target audience likes the product but may not prefer it to others/ overothers, communication objective is to build consumer preference which could

be done by promoting differentiators

Conviction:

Target audience may prefer a product but may not develop a conviction about

buying

Communications task is to build conviction among interested audience

Purchase:

Some members of target audience may have conviction but may not purchase

due to various reasons such as they might need more information or plan to

buy later

Then communicators task is to lead audience to take final step which could

be through limited trial, price benefit for limited period or any other limited

additional benefit

SELECTING COMMUNICATION CHANNEL:

Communicator needs to select efficient channel of communication to carry messages

Communication channel could be:

Personal

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Non personal

Personal Communication Channels:

They may communicate face to face, over telephone, through mail

They derive their effectiveness through the opportunity for customization and

feedback

Non-Personal Communication Channels:

Non personal communication channel carry messages without personal

contact/interaction

They include:

Media : It consists of

Broadcast media : TV/Radio/Net advertisements

Print media: Newspaper/magazine/direct mail

Electronic media: audio/video tapes, CDs

Display Media : hoardings, banners, kiosks, posters ,gantrys

and OOHs

Atmosphere : it is basically a packaged environment thatcreate/reinforce buyers leaning towards products purchase

Event: they are occurrences designed to communicate particular

messages to target audience e.g. press conferences, sponsorships

How to decide on the promotion mix:

Companies need to distribute the total promotion budget over the five promotion

tools:

Advertising

Sales promotion

PR and Publicity

Sales force for personal selling

Direct Marketing

Companies search for increased communication by substituting one tool for another.

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FACTORS THAT INFLUENCE CHOICE OF EACH PROMOTIONAL TOOLS ARE :

1. TYPE OF PRODUCT MARKET: For consumer market advertising and sales

promotion give better result while for industrial market personal selling and

sales promotion give better result2. PUSH VERSUS PULL STRATEGY:

3. BUYER READINESS STAGE:

PROMO

COST

AWARENESS COMPREHENSION CONVICTION ORDERING REORDERING

ADVERTISING +

PUBLICITY

PERSONAL

SELLING

SALES

PROMOTION

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4. PRODUCT LIFE CYCLE STAGE:

INTRODUCTION GROWTH MATURITY DECLINE

PROMO COST

EFFECTIVENE

SS

SALES

PERSONAL

SELLING

ADVERTISING +

PUBLICITY

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BRAND INTRODUCTIONS AND FACTS

Findings on brand introductions:

Managers should expect better results in terms of market share in markets

where a limited number of brands hold a large share which renders such

market more attractive to new brands. A new brand should be supported with a larger effort when introduced into a

fast growing market than when the market is mature.

The amount of communication effort used to introduce a brand depends on

only one manufacturer characteristic- the availability of resources

The level of marketing effort supporting brand introduction depends on :

Product quality

Growth rate of market

Size of market Low market concentration

Firms resources

Firm familiarity with the market

Relationship between Awareness and Trial:

Awareness

Trial

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Relationship between Awareness and Reach:

Awareness

Reach

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DATA ANALYSIS

DATA COLLECTION TECHNIQUE

Primary Data Collection: The data has been collected directly from respondent with

the help of structured questionnaires.

Secondary Data Collection: The secondary data was collected from friends and

internet.

SURVEY

Survey was done in PUNE region to get primary data with specified area as:Anandnagar, Sinhagad Road

RESEARCH INSTRUMENT:This work is carried out through questionnaires. The questions included were:

Dichotomous questions, Closed ended questions, multiple choice questions.

CONTACT METHOD:

Personal Interview

DATA COLLECTION PERIOD:

8 weeks

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DATA ANALYSIS

1. Have you ever searched for a doctor /clinic/hospital online?

The survey result shows that less half of the sample population has ever searched

for either a clinic or doctor online. This shows that the general trend of population is

that they do not search for clinic/ hospital online.

2. Have you ever visited the website of a doctor?

The percent of population that has ever searched for a doctor online is very low.

Generally the trend is that people search for clinics/hospital online rather than

individual doctor.So standalone website of a doctor is not so popular still in our

country.

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3. Have you ever visited the website of a clinic?

The percent of people visiting website of a clinic is good enough. The awareness of

people to visit website of a clinic is considerably higher than searching for a doctor.

4. Have you ever searched for a pathology lab, radiology lab, ambulance

etc online?

The percent of people searching for laboratories online is surprisingly is very low.

This might be because laboratories are often suggested by the respective doctor so

eliminating any search criteria.

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5. Have you ever searched about diseases/ medicines online?

The percent of people searching about diseases is greater than 50%. People often

search about information on some critical and rare diseases.

6. Would you like to have online/phone based consultation from a doctor?

On being asked whether they would like to have an online consultation or

consultation over a phone call with a doctor, they agreed in majority. They said it

would be very convenient if they could get an opinion from doctor immediately over

phone and save them from anxiety.

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7. Do you know about any online/phone based healthcare information

serviceprovider?

Majority of people do not have any knowledge about online/phone based healthcare

information services in India. This shows a very low awareness level among the

population about such services instead of presence of such services.

8. Have you heard about HealthLine 24x7 ?

Majority of people have not heard about the service offered by HealthLine 24x7. The

awareness level about the service is very low. So the company needs to create

awareness among the consumers about its services.

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9. Do you think an online service which provides detail information about

doctor, clinic, hospital and labs on one platform is USEFUL.

Majority of people feel that an online service which provides healthcare information isvery useful tool. This shows the greater chances of acceptance of the service being

provided by the company which is a online/phone based healthcare information

service.

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FACTOR ANALYSIS

Communalities

Initial Extraction

personal_acquaintance 1.000 .747

physical_proximity 1.000 .911

recommendation 1.000 .490

good_service 1.000 .412

consultation_ fees 1.000 .497

specialisation 1.000 .863

experience 1.000 .707

gender 1.000 .740

working_days 1.000 .724

appointment_time 1.000 .731

24hrs_emergency 1.000 .593

friendly_behaviour 1.000 .770

degrees 1.000 .894

time_spent 1.000 .711

good_communication 1.000 .757

Extraction Method: Principal Component Analysis.

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Total Variance Explained

Component

Initial Eigenvalues

Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

%

dimension0

1 3.995 26.634 26.634 3.995 26.634 26.634 2.721 18.139 18.139

2 1.992 13.279 39.912 1.992 13.279 39.912 2.554 17.027 35.167

3 1.847 12.316 52.228 1.847 12.316 52.228 2.122 14.145 49.312

4 1.411 9.405 61.633 1.411 9.405 61.633 1.741 11.605 60.917

5 1.301 8.673 70.306 1.301 8.673 70.306 1.408 9.390 70.306

6 .980 6.531 76.837

7 .833 5.552 82.389

8 .800 5.333 87.722

9 .551 3.671 91.393

10 .456 3.042 94.434

11 .295 1.965 96.399

12 .282 1.882 98.281

13 .143 .953 99.234

14 .072 .483 99.717

15 .042 .283 100.000


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Component Matrixa

Component

1 2 3 4 5personal_acquaintance -.171 -.014 -.171 .762 .328

Physical_proximity .770 -.497 .158 .015 .213

recommendation .163 .448 -.039 -.119 .497

good_service .511 .180 -.216 .226 .145

consultation_ fees .536 -.125 .192 .396 -.002

specialisation .336 .675 .492 -.176 -.145

experience .282 -.183 .517 .471 -.323

gender -.148 .020 .844 .025 -.076

working_days .537 -.384 .016 -.446 .300

appointment_time .524 -.639 .201 -.071 -.059

24hrs_emergency .693 -.085 -.145 -.100 .274

friendl_behavioury .569 .052 -.268 -.217 -.569

degrees .626 .550 .366 -.063 .248

time_spent .683 .302 -.265 .286 -.032

good_communication .599 .215 -.387 .089 -.440


a. 5 components extracted.

Rotated Component Matrixa

Component

1 2 3 4 5

personal_acquaintance -.161 -.019 -.089 .078 .841

Physical_proximity .896 .173 .062 .263 .073

recommendation .047 -.017 .595 -.330 .155

good_service .215 .458 .277 -.020 .281

consultation_ fees .351 .273 .131 .465 .256

specialisation -.173 .138 .764 .301 -.373

experience .103 .083 -.029 .825 .084

gender -.087 -.513 .235 .609 -.209

working_days .801 .006 .096 -.169 -.214

appointment_time .739 .069 -.221 .336 -.135

24hrs_emergency .622 .344 .265 -.110 .071

friendl_behavioury .155 .734 -.059 .063 -.447

degrees .208 .198 .882 .178 -.051

time_spent .169 .715 .333 .071 .234

good_communication .047 .858 .047 .058 -.109

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FINDINGS AND CONCLUSIONS

The percentage of people who search for doctors, clinics, hospital online is about50%. Mostly people search online for hospital and not doctors.

Website visit is particularly restricted to the website of a hospital. The percent of

people who have ever searched for the website of a clinic(57%) is significantly

higher than search for website of a doctor(26%).

Only 26% of people had ever searched for a doctor online.

Only 28% of people had ever searched for a pathology lab, chemist, radiology lab

etc. which is significantly low. On the question of whether they would like to have a phone/web based

consultation with a doctor majority of respondents agreed. 30% of the people who

disagreed cited the reason as apprehension about the quality of doctor giving the

consultation.

As per online healthcare information service is concerned majority of people are

still unaware of any such service. Only 13% of people have idea about online

healthcare service providers. The awareness about HealthLine 24X7 is also very low among consumers.

Only 35% of respondent said that they are aware of HealthLine 24X7.

There was a clear ambiguity about what are the basic services provided by

HealthLine 24X7. Majority of respondents were not clear about service details.

On asking whether they felt such a service would be useful, majority of people

(>80%) agreed to it. They felt that such a service which provides detail

information about doctor, clinic, hospital and labs on one platform is very useful.This shows a great potential for the growth of HealthLine 24X7.

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FACTOR ANALYSIS:

The factor analysis gave five major factors that affect selection of doctor for

treatment, these are:

Convenience( Physical_proximity, working_days, appointment_time,

24hrs_emergency )

Personal characteristics( friendly_behaviour, time_spent, good_communication )

Experience

Qualification ( degrees, specialization)

Acquaintance( Personal_acquaintance , recommendation)

Consultation fees and gender are not important attributes.

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RECOMMENDATIONS

The foremost aim of the company now should be to make the consumers

aware of the various aspects of the service i.e. both the online portal and the

phone based service.

Smses should be used widely to make people aware of the service and brand.

Religare should use the social networking sites like Facebook, Orkut. It will

act like a brand awareness program.

It should organize health camps in educational institutes because the younger

generation has shown more promising response towards the use fullness of

this service.

Along with this Religare should promote initiatives for healthy living by

providing information about oral care, personal hygiene and many other tips

for healthy living.

Religare can also incorporate detailed reports on some advanced therapies

on its website.

For brand promotionsReligarecan use local lingo, i.e. local language, in the

promotion or print media and should have consistency throughout the

advertisement.

In the electronic media all professional details should be provided about the

doctors, special facilities provided by the hospital and clinics, as well as their

charges. Because respondents have shown same amount of interests for all

these cases.

The portal should be updated with the information and pictures of special and

rare diseases. The views and suggestions of specialists from all over the

world should be provided to expand the credibility among consumers.

Accurate and authenticated information should reach the target customer at

the right time, right place.

Customer centric approach with effective customer care service. The

customer care number should be easily and fastly reachable.

Information regarding the latest developments in the medical field, latest

drugs in the market etc should be available and it should be brought to notice

of the target customers via sms alerts or mail alerts.

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The portal should have a messenger system where the doctors can discuss

medical cases with each other.

There should be an expert answer page as well as feedback center where

viewers can post their queries as well as opinion. Some examples ofconsumer queries can be put on the website for the help of others.

Health videos should be incorporated on the website providing information

about various diseases.

Special information should be provided for emergencies like Heart Attack,

choking, seizures, stroke separately for the help of customers.

Home remedies can also be provided both online and on call.
http://health.indiamart.com/emergencies/heart-attack.htmlhttp://health.indiamart.com/emergencies/choking.htmlhttp://health.indiamart.com/emergencies/choking.htmlhttp://health.indiamart.com/emergencies/seizures.htmlhttp://health.indiamart.com/emergencies/stroke.htmlhttp://health.indiamart.com/emergencies/stroke.htmlhttp://health.indiamart.com/emergencies/seizures.htmlhttp://health.indiamart.com/emergencies/choking.htmlhttp://health.indiamart.com/emergencies/choking.htmlhttp://health.indiamart.com/emergencies/heart-attack.html

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Page 37

BIBLIOGRAPHY

BOOK

1. Marketing Management by Philip Kotler2. Marketing Research by Naresh Malhotra and Satyabhushan Dash

3. Marketing Research by Donald S. Tull and Del I. Hawkins

MAGAZINE

Business Today

The 2010 Healthcare Business Market Research Handbook

ARTICLE

Healthcare in India, Emerging market report 2007 by PWC

WEBSITES AND SOURCES

http://www.religaretech.com/index.asp

http://www.religare.in/About_us.asp

http://www.healthline24x7.com

http://www.researchandmarkets.com

http://www.prlog.org/10844309-recent-study-the-healthcare-system-and-

delivery-network-in-emerging-economies.html

http://www.pr-inside.com

www.wikipedia.com

www.investmentcommission.in/healthcare

www.economywatch.com

http://www.slideshare.net
http://www.religaretech.com/index.asphttp://www.religare.in/About_us.asphttp://www.researchandmarkets.com/http://www.prlog.org/10844309-recent-study-the-healthcare-system-and-delivery-network-in-emerging-economies.htmlhttp://www.prlog.org/10844309-recent-study-the-healthcare-system-and-delivery-network-in-emerging-economies.htmlhttp://www.wikipedia.com/http://www.investmentcommission.in/healthcarehttp://www.economywatch.com/http://www.slideshare.net/http://www.slideshare.net/http://www.economywatch.com/http://www.investmentcommission.in/healthcarehttp://www.wikipedia.com/http://www.prlog.org/10844309-recent-study-the-healthcare-system-and-delivery-network-in-emerging-economies.htmlhttp://www.prlog.org/10844309-recent-study-the-healthcare-system-and-delivery-network-in-emerging-economies.htmlhttp://www.researchandmarkets.com/http://www.religare.in/About_us.asphttp://www.religaretech.com/index.asp

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APPENDIX

MAINTAINED DATA IN SPSS FOR FACTOR ANALYSIS:

DATA VIEW

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VARIABLE VIEW

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QUESTIONNAIRE

This a questionnaire designed for gathering general information by Religare

Technologies. Please fill the information as per the instructions provided.

NAMEAGE

CONTACT NO.

Please SELECT the relevant choice.

1. I go to a doctor whom I personally know.

2. I select a doctor who is close to my home / work.

3. I select a doctor based on recommendation given by my family and friends.

4. I select a doctor based on good service he/she provides.

5. I select a doctor based on consultation fees he/she takes.

6. I select a doctor based on his specialisation.

Strongly

Disagree

Strongly Agree1 2 3 4 5 76

Strongly

Disagree


Strongly

Disagree


Strongly

Disagree


Strongly

Disagree


Strongly

Disagree


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7. Experience of a doctor is important for me.

8. I select a doctor based on gender.

9. I select a doctor if he has convenient working days

10. Convenient appointment time is important for me.

11. I select a doctor who provides 24 hour service

12. I like a doctor with Friendly manners

13. I select a doctor based on degrees he/she holds( like

MBBS/MS/MD)

Strongly

Disagree


Strongly

Disagree


Strongly

Disagree


Strongly

Disagree


Strongly

Disagree


Strongly

Disagree


Strongly

Disagree


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Please answer some questions on web and mobile based healthcare information

service.

14. How often do you use internet?

DailyWeeklyOnce in a monthRarely15. Have you ever searched for a doctor /clinic/hospital online?

YesNo16. Have you ever visited the website of a doctor?

YesNo17. Have you ever searched for a pathology lab, radiology lab, ambulance etc

online?

YesNo18. Have you ever searched about diseases or medicines online?

YesNo19. Would you like to have online/phone based consultation from a doctor?

YesNo20. Do you know about any online/phone based healthcare information service

provider?

YesNoIf yes, please mention the details

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21. Have you heard about HealthLine 24x7?

Yes

No

If yes, how did you come to know about this?

22. Do you think an online service which provides detail information about doctor,

clinic, hospital and labs on one platform is USEFUL

THANK YOU

STRONGLY

DISAGREE

STRONGLY

AGREE

1 2 3 4 5

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