PACIFIC INSTITUTE OF MANAGMENT

PAPER PRESENTATION ON-CSR- (TRENDS, THREATS &

OPPORTUNITY)

SUBMITTED BY- BHAGYASHREE SHARMA

INTRODUCTIONCorporate social responsibility is a concept where company does not consider their profits and growth only , but also the interest of society and the environment by taking responsibility for the impact of their activities.

The organization ’s ultimate goal is not just to earn profits but also earn the welfare of stake holder by doing such a social activities CSR is also called corporate citizenship.

According to business for social (BSR)

“Corporate social responsibility is operating a business in a manner which meets or excels the ethical, legal , commercial and public expectations that a society has from the business.”

PACIFIC MEDICAL COLLEGE AND HOSPITAL

TYPE- Private (Private medical college)

ESTABLISHED-2014DEAN- Dr. Sajjan Singh SuranaLOCATION- Udaipur, Rajasthan,

IndiaAFFILIATIONS- Pacific Medical

UniversityWEBSITE-

www.pacificmedical.ac.in

Pacific Medical College & Hospital is a unit of Tirupati Balaji Educational Trust. It is spread over an area of 32.14 acres, beautifully landscaped and, surrounded by lush green hills of Bheelo ka Bedla pratap pura, National Highway 27, Udaipur.

This Hospital is a 402 bedded, multispecialty, tertiary level health care center with state of the art equipment infrastructure and a team of highly experienced qualified , skilled and motivated technical power. The hospital has well established departments both in diagnostic and therapeutic fields as well as in supporting logistics services.

The trust mission is to bring standard health care within the reach of every individual while committed to achieving and maintaining excellence. With this mission, the trust has embarked upon the medical college project so as to augment doctor population ratio and make available standard medical facilities to the people of Mewar region in Rajasthan and neighbouring areas of Gujrat and Madhya Pradesh.

Research MethodologyThe research design chosen for the

study was descriptive. The scope of the study was restricted to Udaipur’s PMCH.

Procedure for data collection –Secondary data : Journals, Internet,

Magazine, Published and Unpublished Reports on PMCH

Primary data : Doctors, Administrators, Paramedical Staff, Marketing Managers.

Sample design –Sampling Method : Convenience

Random SamplingSample Unit : Doctors,

Administrators, Paramedical Staff, Marketing Managers.

Sample size: 50Technique Used For Data Analysis :

Charts, Tables, Mean, Pearson Chi-square/Chi-square test for independence, Cramer’s V Co-relation.

ObjectivesRESEARCH OBJECTIVESTo understand various CSR practices

undertaken by PMCH.To study the concept of CSR as a

determinant of Brand Image.

DATA ANALYSISObjective 1: To understand

various CSR practices undertaken by PMCH.

HEALTH EDUCATION ENVIRONMENT EMPOWERMENT

Free Dental Clinics Sponsorships Provision of Water to Drought Stricken Areas

Sponsorship of Cultural Events

Blood Donation Construction of Schools or Resources Centers

Tree Planting Sponsoring Meetings/ workshops that Promote Human Right

Awareness Campus and Talks Donation of Computers to School

Donations to Victims Sponsoring Sporting Activities

Prevention Camp Sponsorship to Children Financing Projects Initiated by Women groups or Youth groups

Trauma Training Provision of Scholarships to Best Students

Sensitization of the public on certain Diseases

Free Medical Check-Up

Free Eye Check-Up

Free Drugs

Free Guidance

Clean- up Exercise

Sensitization of the public on Certain Diseases

Objective 2: To study the concept of CSR as a determinant of Brand Image

Nature of Job of Respondents

Nature of Job Number of Respondents

Administration 5

Doctors 28

Paramedical Staff 11

Marketing Managers 6

nature of jobAdministrationDoctorsParamedical StaffMarketing Managers

OPINION OF RESPONDENT TOWARDS CSR ACTIVITIES AT PMCH

FrequencyTo a great extend 16

Moderate 21

Neutral 8To a less extend 4

Not at all 1

to a great extent

moderate neutral to a less extent

not at all0

5

10

15

20

25opinions of respondents

opinions of respondents

CSR is a good tool to create awareness about hospitals

0

5

10

15

20

25

Strongly Agree 5Agree 4Neutral 3Disagree 2Strongly Disagree 1

CSR gives good impact on Brand Image0

5

10

15

20

25

30

Strongly Agree 5Agree 4Neutral 3Disagree 2Strongly Disagree 1

CSR activities are good efforts for marketing0

5

10

15

20

25

30Strongly Agree 5Agree 4Neutral 3Disagree 2Strongly Disagree 1

CSR activities are good indicator for new patients0

5

10

15

20

25

Strongly Agree 5Agree 4Neutral 3Disagree 2Strongly Disagree 1

S. no. Statement

Strongly Agree 5

Agree 4

Neutral 3

Disagree 2

Strongly Disagree 1

1 CSR is a good tool to create awareness about hospitals

16 22 5 5 2

2 CSR gives good impact on Brand Image

15 28 3 1 3

3 CSR activities are good efforts for marketing

24 13 5 4 4

4 CSR activities are good indicator for new patients

21 17 8 3 1

Opinion about CSR as a Determinant of Brand

RESULTS 32 % of the respondents feel that PMCH conducts CSR

activities to a great extend, 42 % of the respondents feel that PMCH conducts CSR activities to a moderate level, 16 % of the respondents feel that Hospital conducts CSR activities to a Neutral level, 8 % of the respondents feel that Hospital conducts CSR activities to the less extend, 2 % of the respondents feel that PMCH conducts CSR activities not at all.

On the basis of study we found that the said statement i.e. “CSR is a good tool to create awareness about hospital” is strongly agreed by 32 % of the respondents, 44 % agree it, 10 % are on neutral side, 10 % disagrees it, and 4 % strongly disagree this.

On the basis of study we found that the said statement i.e. “CSR gives good impact on brand image” is strongly agreed by 30 % of the respondents, 56 % agree it, 6 % are on neutral side, 2 % disagrees it, and 6 % strongly disagree this.

On the basis of study we found that the said statement i.e. “CSR activities are good efforts for marketing” is strongly agreed by 48 % of the respondents, 26 % agree it, 10 % are on neutral side, 8 % disagrees it, and 8 % strongly disagree this.

On the basis of study we found that the said statement i.e. “CSR activities are good indicator for new patients” is strongly agreed by 42 % of the respondents, 34 % agree it, 16 % are on neutral side, 6 % disagrees it, and 2 % strongly disagree this.

CONCLUSIONS When we see at today’s market, we see that in this

era, market is focused only to make profits and growth. They are concerned about how to generate maximum revenue and develop a good brand image. The private hospitals are also thinking in this direction but in a different way. They are providing services by helping poor people and helping them by giving free treatment and by organizing camps’ under CSR activities. The hospital brand image is the sum of beliefs, ideas and impressions that a patient holds for a hospital and it is only possible by efficient emergence of CSR. This is an important tool for making brand image for hospitals in market and in this competitive scenario, this is essential to succeed in market.

SUGGESTIONSFor Doctors, they should organize free camps for

awareness of patients related to specific diseases so that patients who are poor can get the benefit, and they should be ready to handle over crowd of patient during calamity for seasonal diseases.

For Administrators, they have to build a effective strategy by synergy for effective and efficient use of staff, and allocation of resources. The resources should be in proper manner, equipments and technology should be updated and maintained from time to time, and proper check and inspection should be viewed periodically. Staff should be well trained and complain and suggestion box must be installed and checked by regularly

THANK YOU