market orientation of corporate hospital in bhavnagar city
TRANSCRIPT
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Presenter
Sanket Sarkhedi
MBA (Sem-III)
Department of Business Administration
Bhavnagar University
Bhavnagar
Market Orientation of CorporateHospital in Bhavnagar City
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Contents
Introduction
Research Objectives
Research MethodologyConclusion
Recommendation
Limitations
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Introduction
Marketing process has three distinctelements
1. Thepressures of the environmentsand
hence the nature of any opportunities andthreats that currently exit and that arelikely to emerge in the future.
2. Thedemands, need or expectations ofcustomers and how these are likely tochange.
3. What the organization is really capable
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Marketing and healthcare organizations
Why Marketing for Health Careorganizations?
Market Oriented approach
A marketing orientatedapproach means abusiness reacts to what customers want.
Product Oriented approach
A product orientatedapproach means thebusiness develops products based on what
it is good at making or doing, rather than
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Market-orientedmanagementGuidelines for market oriented
management
Create customer focus throughout the
business
Listen to the customer.
Target customers precisely
Make customer value the guiding star.
Let the customer define quality.
Measure and manage customerex ectations.
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Research Objectives
To assess the expectations and demandsof people from corporate hospitals inBhavnagar City.
To study and evaluate the satisfaction levelof patients of the corporate hospital ofBhavnagar.
To judge the approach of medicalfraternities towards the corporate hospitalin the city.
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ResearchMethodology Research problem: To assess the market
orientation of corporate hospital inBhavnagar city
Research tools: Review of literature
Informal discussions
QuestionnaireInterview Schedule
Research design: Exploratory research
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Research Methodology
Primary sources: Questionnaire,Interview, Visitingcards of doctors
Secondary sources: Private practitionerslist,
Websites
Sample design: Deliberate sampling
Probabilistic sam lin
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ResearchMethodologySample size: 35 Inpatients, 35 Outpatients
55 Doctors
Sample Region: Bhavnagar City
Universe: All the general surgeons and
physicians of Bhavnagar City and Patientsof Wockhardt Hospitals, Bhavnagar
Research period: May June 2008
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Analysis Doctorssurvey
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Analysis Patientssurvey
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Overall market orientation of the hospital isgood.
The newspaper advertisements and inserts
are more helpful to reach the patients. Various health check up camps organized
by the hospital and special discounts
offered are found to be beneficial andsurely draws the attention of patients.
Admission of patients largely depends on
the reference of the surgeons and
Conclusion
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Expected discharge time of patient is about1 hour.
There are opportunities to grow by offering
super specialty for cardiology. Hospital can increase its market share by
offering medical facilities for patient
suffering from cancer in which Bhavnagarcity is lagging behind.
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Recommendations
As nursing staff do not know locallanguage they should be coached to learnlocal language.
Reception staff should be availed withdetailed information round the clock.
Admin should try to minimize the discharge
time and make it as less as possible. Hospital administration must cut down the
patients waiting time.
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Limitations
Research study was limited to BhavnagarCity only.
Information and reply given by the
respondents may be a biased one. Many doctors were not willing to disclose
their views for corporate hospital in the city
and did not respond well. Research was to be conducted maintaining
the decorum of the hospital.
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References
Visiting cards of doctors
IMA directory of Bhavnagar city
C. R. Kothari, Research Methodology,
Second edition, 13th reprint, Wishwaprakashan, New Delhi, 1996.
Phillip Kotler, Marketing Management, 8th
edition, Prentice-Hall of India PrivateLimited, New Delhi, 1994.
http://www.wockhardthospitals.net/general/h
mi.asp
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http://www.wockhardthospitals.net/general/wockhardt-hospitals-group.asp
http://en.wikipedia.org/wiki/Wockhardt_Hospit
al http://www.marketorientationindia.com/aboutu
s.htm
http://www.indmedica.com/journals.php?journalid=6&issueid=20&articleid=174&action=article
http://www.expresshealthcaremgmt.com/2004
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