Description
about 500 bed maintaince system
CERTIFICATE
Certified that this project report titled “ASSESSMENT ABOUT THE
LEVEL OF MANAGEMENT OF SPECIALITY SERVICES OFFERED BY KMCH
IN THE COIMBATORE REGION” is the work of
Mr. M.SARAVANAN who
carried out the research under my supervision. Certified further, that to the best
of my knowledge the work reported herein does not form part of any other project
report or dissertation on the basis of which a degree or award was conferred on
an earlier occasion on this or any other candidate.
Supervisor
Director
Viva – Voce held on __________
Internal Examiner
External Examiner
ABSTRACT
‘Assessment about the level of MANAGEMENT of speciality services
offered by Kovai Medical center and hospital in the Coimbatore region’ is a
project aimed at studying the awareness about the various speciality services
offered by KMCH, the compettive position of KMCH, the perception of people
towards KMCH in terms of cost, quality and preference. The speciality services
include Open heart surgeries, Kidney transplants, Hip and Knee replacements,
Brain Stroke, Infertility, Emergency services and interventional radiology.
Information pertaining to whether one is aware about KMCH’s speciality
services or not was collected. KMCH, KG, PSG, GKNM, Ramakrishna are the
leading hospitals in Coimbatore. Which hospital is one able to recall when it
comes to each of the speciality services, amongst the five major hospitals – data
related to this was also collected. In order to assess the perception of the
respondants towards KMCH some agree – disagree questions were asked. They
were used to assess their liking and preference for KMCH.
The type of research adopted was the Performance monitoring type. The
data was collected using a standardized questionnaire, through the interview
mode. The target respondant groups were the households of upper middle class
category. Non – probability judgmental sampling was the sampling technique
used. The sample size was 225.
Descriptive Statistics was used for the analysis of the data collected. From
the analysis it was found that KMCH enjoys a good popularity as far as
2
emergency care services are concerned. Regarding the awareness about the
various specialities, only open heart surgeries and Master health check ups are
predominantly known to the respondants. For all the other specialities the
awareness level is low. KMCH has attracted the highest number of recalls for
emergency services, hip/knee replacements, Brain Stroke and Master Health
check up. The study also revealed that there are a large proportion of people
who feel that the hospital’s charges for the services provided are on the higher
side.
3
4
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toq;Fk; rpwg;Gr; Nritfs; Fwpj;jjhd nghJkf;fspd; njhpTepiyapd; msit fz;L
czHj;Jtjw;fhf ,e;j Ma;T Nkw;nfhs;sg;gl;lJ. NkYk; Nghl;b epWtdq;fSf;fpilNa
Nf.vk;.rp.vr;-d; epiy> Nf.vk;.rp.vr;-y; MFk; nryT Fwpj;J nghJkf;fspd;
epiyghL> Nritapd; juk;> kf;fspd; Kd;Dhpik Nghd;wtw;iw gw;wpAk; ,e;j
Ma;T Muha;e;Js;sJ.
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transplants);> %is kpd;ghjpg;G(Brain Stroke)> fUtilahik(Infertility)> mtru
Nritfs; kw;Wk; FWf;fPl;L fjpHtPr;R rpfpr;ir(Interventional Radiology) Nghd;w
tpNr\ Nritfs; Nf.vk;.rp.vr;-y; mspf;fg;gLfpd;wd.
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Nrfhpf;fg;gl;Ls;sJ. Nfhak;Gj;J}hpy; cs;s Ie;J nghpa kUj;Jtkidfshd gp.v];.
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Kbfpwjh vd;W Ma;T nra;ag;gl;lJ.
Nf.vk;.rp.vr;.-apd; MHt epiyia Fwpj;J
xg;GfpNwhk;> xg;gtpy;iy KbT Nfs;tpfs; gad;gLj;jg;gl;lJ.
tpsk;guq;fs;>
FLk;g
kUj;JtH
Nghd;w
vt;tpj
top
%yk;
Nf.vk;.rp.vr;. gw;wp njhpe;J nfhz;lhHfs; vd;w jfty;fSk; ngwg;gl;lJ.
nray;ghl;by; fz;fhzpg;G Ma;T Kiw (Performance monitoring research)
,jpy; gad;gLj;jg;gl;Ls;sJ.
%ykhf jfty;fs; ngwg;gl;lJ.
epiyg;gLj;jg;gl;l Nfs;tpj;jhs; nfhz;L Ngl;bfspd;
caH kj;jpaju FLk;gq;fs;> jfty;fs; ngWtjw;fhd
5
,yf;F MFk;. tuh ,ay;G jd;KbT khjphpj; NjHT Kiw ifahsg;gl;lJ (Non probability
Judgemental sampling). Ma;Tf;F 225 khjphpfs; vLj;Jf; nfhs;sg;gl;lJ.
Nrfhpf;fg;gl;l jfty;fis Ma;T nra;a tphpTKiw Gs;spay;(Descriptive
Statistics)
cgNahfpf;fg;gl;lJ.
mtru
rpfpr;irfs;
nfhLf;Fk;
trjpfspy;
Nf.vk;.rp.vr;. epWtdj;jpw;F ey;y ngaH cs;sJ vd;gJ Ma;tpd; %yk; njhpa
te;Js;sJ.
rpwg;G Nrit gphpTfspy; ,ja mWit rpfpr;irfs;> KOikahd cly;ey
ghpNrhjidj; jpl;lk; (Master health checkup) Mfpa ,uz;L jpl;lq;fs; kl;LNk ngUk;
mstpy; njhpate;Js;sJ. ,ju rpwg;G Nritfs; gw;wpa njhpTepiy Fiwthf cs;sJ.
mtru rpfpr;ir Nritfs;> ,Lg;G / Koq;fhy; khw;Wk; rpfpr;irfs;> %is
kpd; ghjpg;G kw;Wk; KOikahd cly;ey ghpNrhjid jpl;lk; Nghd;wit gw;wpa
epidT $Wtjpy; Nf.vk;.rp.vr;. epWtdj;jpw;Nf mjpf vz;zpf;if fpilj;Js;sJ.
,k;kUj;Jtkid
NritfSf;F
thq;Fk;
fl;lz
trjpfs;
rw;W
mjpfg;gbahf
cs;sJ
vd;gijAk; ,e;j Ma;T ntspg;gLj;jpAs;sJ.
6
ACKNOWLEDGEMENT
I take this opportunity to acknowledge and thank the various people who
contributed to this project.
First, I express my sincere thanks to Dr. Nalla G. Palaniswami,
Chairman Kovai Medical Center and Hospital, Coimbatore for showing keen
interest in my project. Next I thank Mr. U.K.Anantha Padmanabhan, Senior
Vice – President, Kovai Medical Center and Hospital, for granting me the
permission to carry out my research work in KMCH, and also for his constant
encouragement and support during the tenure of my project. I extend my heartfelt
thanks Mr. V.Ramesh General Manager, Marketing, KMCH for his unflinching
support and guidance. I express my thanks to Mr. G.Anand Swaminathan,
Assistant Manager, Marketing for interacting with me on a day to day basis and
providing me with advice and support whenever needed in the midst of his
routine activities.
My gratitude goes to Prof.P.,,,,,,,,,,,,,,,,,,,,,, Department of Management
Studies, ………………….who was instrumental in interacting with the higher
authorities at Kovai Medical Center and Hospital, to sanction my project work.
I express my heartfelt thanks to Mr…………………., lecturer Department
of Management Studies, ………………………… for providing me with insights
and advice about proceeding with the project starting from the framing of the
problem right through the analysis and upto the conclusion of this project.
I would like to thank all members of the Faculty, of the Department of
Management studies, …………………………..who in one way or other took an
interest in my project and gave me guidance.
7
CONTENTS
Chapter No
TITLE
Page No
Abstract (English)
iii
Abstract (Tamil)
v
List of Tables
ix
Introduction
1
1.1 The Organization
1
1.2 About the project
Objectives and Limitations
6
2
2.1 Objectives
11
2.2 Limitations
12
3
Research Methodology
13
4
Analysis and interpretation
18
5
Findings
51
6
Suggestions
54
7
Conclusion
56
Appendix
References
LIST OF TABLES
8
Table
No.
TITLE
Page
No.
4.1
General Profile of respondents
18
4.2
Awareness about Emergency Services provided by KMCH
20
4.3
Awareness about the network of ambulance services
provided by KMCH
21
4.4
Visit to KMCH
22
4.5
Purpose of Visit to KMCH
23
4.6
Satisfaction Level
24
4.7
Various speciality services and the corresponding
hospitals recalled for each speciality
25
4.8
Source of awareness for emergency services
27
4.9
Source of awareness for ambulance services
28
4.10
Recall of emergency care number
29
4.11
Awareness about the accident care/trauma care centres
30
4.12
Level of Awareness about the various speciality services
offered by KMCH
31
4.13
Source of awareness about speciality services
33
4.14
Perception about the cost of services provided by KMCH
34
4.15
Perception about the Quality of Medical care
35
4.6
Perception about the quality of accident care services
36
4.17
Perception about preference for KMCH
37
4.18
Perception about recommending KMCH to others
38
4.19
Awareness about the emergency services and the
perception about the quality of the accident care services
39
4.20
Awareness about the emergency services and RECALL of
41
9
Table
No.
TITLE
Page
No.
various hospitals when it comes to emergency services.
4.21
Total number of people those who are aware about the
speciality services and the total number of them who have
recalled KMCH
42
4.22
Total number of those who are not aware about the
speciality services of KMCH and the hospital they have
recalled
43
4.23
Purpose of visit to KMCH and their corresponding opinion
regarding the recommendation of KMCH to others
45
4.24
Purpose of visit to KMCH and their corresponding opinion
whether KMCH would be their preferred hospital in future
46
4.25
Purpose of visit to KMCH and their corresponding opinion
about the quality of medical care provided
47
4.26
Purpose of visit to KMCH and their corresponding opinion
regarding the cost aspect of KMCH
48
4.27
Overall Ranking obtained by various hospitals in terms of
cost, quality and preference
49
4.28
Comments / views regarding KMCH (open ended
question)
50
10
CHAPTER 1
INTRODUCTION
1.1 THE ORGANIZATION
Kovai Medical Center and hospital is a 500 bed multi-disciplinary
Super Speciality NRI hospital located in the Coimbatore Chennai National
highway. The hospital has more than 40 medical disciplines managed by highly
qualified and trained full time medical specialists providing full round the clock
service. Over 1000 in patients and out patients are treated everyday at the
hospital. KMCH is equipped with state of art medical equipments such as MRI,
CT Scanner, 4D Ultra Sound Scanner, Two Cath labs, Cardiac Electro –
physiology lab, Bone mineral Densometer, Mammography, Laser Equipments,
Video Endoscope, Operating Microscope, Auto analyzer etc.
KMCH is located on an 18 acre plot in a serene, clean and hygienic
atmosphere. It has a very good ambience. The hospital is equipped with 11
operation theatres, and superspeciality procedures like open heart surgeries and
other cardiac surgeries, Kidney transplants, hip replacements and complex neuro
surgeries are done regularly at the hospital. Angiograms, Angioplasties and
stenting are being done at a good success rate. The hospital also has an
excellent facility for providing Emergency and Trauma care for treating various
emergencies like Cardiac Arrest, Road traffic accidents (RTA), Snake bites,
severe burn injuries, poisonous case, stab injuries and mass casualties
11
KMCH is the only center in South India which has introduced a new
technique known as GDC coils and clipping brain aneurysms. KMCH has made a
breakthrough in the treatment of Stroke management and uterine fibroids with
the latest technique in Interventional procedures. The state of art Fertility center
at KMCH is well equipped to do the Assisted Conception program like IVF, ICSI
to the international standards. Most advanced treatment techniques are adopted
here.
KMCH is recognized for organ transplant programmes by the
Government of Tamil Nadu. Several kidney transplants and corneal transplants
form live donors and cadavers have been done. KMCH is also recognized by the
Tamil Nadu Government to do Heart and lung transplants.
KMCH has specialized clinics like Asthma clinic, Diabetic clinic, slim
clinic, pain clinic, de-addiction clinic, painless labour clinic, Andrology clinic, diet
clinic, etc.,
fallopian
Various specialized procedures like chemoembolisation, stenting,
tube
recanalisation,
Chemotherapy, Blood
component
therapy,
Arthroscopic surgeries, Laparoscopic and Thorocoscopic surgeries are regularly
done at the hospital. The hospital has a separate department for artificial limb
manufacture.
KMCH is actively involved in Preventive health check up programmes.
There are 17 preventive health check up programmes such as Executive Master
Health Checkup plus, Executive Master health check up, Master health check up,
Senor citizens Health check ups, Master health check up, Senior citizen health
check up, Cancer screening, pediatric health check ups etc. Hospital regularly
conducts free medical camps both in the hospital and rural areas in service
organizations. Concessions are offered for the treatment and procedures at the
12
hospital camp for patients. Health education programmes are conducted with the
help of KMCH doctors in various schools, colleges and Industrial establishments
on a regular basis.
KMCH has one of the best Emergency – Trauma care network in the
region with highly qualified and experienced Trauma team, which operates
around the clock and companies of Orthopedic surgeons, neuro surgeons,
General surgeons, General surgeons, Cardio Vascular and Thoracic surgeons
and plastic surgeons. KMCH in collaboration with the Rotary club of Coimbatore
and Erode have 5 Trauma care centres which are equipped with wire – less,
telephone and mobile phone facilities on the Avanashi Road starting from
Gandhipuram to Perundurai. In order to ensure to ensure immediate
transportation of the patient form the accident spot. KMCH has an emergency
control rook facility which operates round the clock to co – ordinate all trauma
care centers established by KMCH.
There are three satellite centers attached to KMCH:
?
Perundurai center ( 50 bed hospital)
?
City Center ( Ram nagar)
?
It has a rural health center at Veeraipalayam, to serve the rural
community and the under privileged.
The hospital is recognized for Diplomate of National Board (Post
Graduate programmes) in departments like General Surgery, Anesthesiology,
Cardiology, Cardio thoracic surgery and Obstetrics & Gynecology. Hospital is
recognized for training doctors in AFRCS programme in General surgery.
13
Kovai Medical Center and hospital under its Research and Educational
Trust ( Kovai Medical canter Research and Educational Trust – KMCRET) offers
the following degree/PG programs, which are recognized by the Dr. MGR
Medical University, Chennai.
DEGREE PROGRAMS
?
KMCH College of Nursing – B.Sc Nursing (4 year program), M.Sc Nursing
( 2 years)
?
KMCH college of Pharmacy – B.Pharm ( 4 years)
?
KMCH college of Physiotherapy – Bachelor of Physiotherapy (BPT) (4
year+ 6 months internship), Master of Physiotherapy (MPT) ( 2 years)
?
KMCH College of Occupational Therapy – Bachelor of Occupational
Therapy. (4 year + 6 months internship)
DOCTORATE PROGRAMS
?
Ph.D programs in Biochemistry.
CERTIFICATE PROGRAMS
?
PG lab Technician course (2 year program)
?
Radiology Technician training program ( 1 year)
?
Cardiology Technician program ( 1 year)
?
Emergency room technician training program ( 1 year)
?
OT technician training program ( 1 year)
14
KMCH WEB SITES
www.kmchonline.com
Kovai Medical Center and Hospital has developed an interactive
patient friendly website, which helps the patient and doctors to great information
about the hospital facilities, doctors and special clinics.etc. It also helps fix up
appointment for medical consultation and investigation and surgical procedures
at the hospital.
www.kmcret.com
This website helps to know about the Education, Training and
Research activities of Kovai Medical Center and Hospital Trust.
www.kmchpharmacy.com
This is an interactive website for purchasing medicines through
hospital pharmacy. This is being used by our hospital patients and general public.
15
1.2 ABOUT THE PROJECT
The Marketing Management system of KMCH has triggered the
recognition of a situation calling for a decision.
The Marketing Department of KMCH conducts a regular research on
‘Customer Satisfaction’ for the patients getting admitted in KMCH. This research
was initiated with the intention to find out the satisfaction level of the patients and
to improve in – house services and to indicate flaws and discrepancies in the
service delivery system. The results of this analysis are compiled and discussed
at board meetings and staff meeting on a regular basis.
The Marketing Department of KMCH has also another important task
in hand, i.e., it has to advertise regarding the facilities and services provided by
the hospital to create awareness and educate the public about the hospital in
terms of cost, quality and services. The hospital advertises regularly about the
Super Speciality services as this is the platform on which it can differentiate itself.
The advertisements are placed predominately in the print medium (newspapers,
health magazines). It also uses the local television channels to explain about its
various super speciality procedures.
All the activities are just a one sided effort, i.e., the marketing
department advertises on and off, but it does not know how far its objectives ‘To
improve the awareness level and attract more people’ is being achieved. That
16
has created a gap in the marketing system and has left the department with least
information.
How far are the people of Coimbatore getting to know about the
facilities of KMCH, is a positive word of mouth communication being spread,
what sort of an attitude is prevailing about KMCH amongst the public. All these
uncertainties have given way for a research to address the problem.
There is one indicator, that is the number of new customers added to
the database that can tell about the spread of awareness about the facilities, but
the Marketing Manager does not want to solely go by these figures. It wants to
understand the situation in a better way in the presence of situational variables
and external influences like demand, competition etc.,
In a nut shell,
?
How far are the promotional measures of KMCH effective?
?
What is the level of awareness about the hospital, about the speciality
services in particular?
?
What is the position of KMCH in the midst of competition?
?
What is the image the people carry about Kovai Medical Center and
Hospital?
To address all these issues so that the hospital can take appropriate
measures a research has been called for to provide information on the level of
awareness of Superspeciality services offered by KMCH.
17
The below given figures (a and b) explain in a lucid way and also
justifies as to why this research has been undertaken. The hospital’s marketing
mix variables interact with the environmental variables i.e. indicated as
‘situational variables’ in figure shown below
. This has been classified as the
‘causes’ and the resultant responses from the interaction of the marketing and
situational variables have been classified as ‘effects’ in the figure. There are two
kinds of responses namely ‘Behavioural ‘response and ‘Performance’ measure.
This Research mainly focuses on the Behavioural response where we are trying
to measure the awareness about the various facilities of the hospital, the liking
and preference for the hospital.
Figure ‘b’ explains, what decisions one proposes to take as a result of
this research activity. The figure is self explanatory and this figure also justifies as
to why this research has been undertaken.
One more important aspect is that KMCH is adopting an expansion
strategy, i.e it is spreading its wings to various other towns and rural areas.
Hence this project would be incidentally useful for that purpose too.
18
CAUSES
EFFECTS
Marketing Mix Variables:
Behavioral Response:
Product ( various services
Awareness about the hospital
offered)
Knowledge
Price
Liking
Promotion (Promotional
Preference for KMCH
efforts undertaken by
hospital)
Place (Location of the
hospital)
Situational Variables:
Performance Measures:
Demand (for health
Image of the hospital
services)
Profit
Competition ( from other
Sales, market share, ROI.
hospitals)
Health Awareness
Disposable Income
19
Figure a: The Marketing System
The Decision Making
Situation
Defining the decision problem
Assessing the market situation
Assessing the alternative
courses of action to be taken.
Marketing Mix
Response
Situational
Variables
Decision to be taken:
Present level of marketing
efforts sufficient or not.
Whether a continuous,
intermittent or an aggressive
advertising strategy is to be
followed.
To decide if more efforts are to
be taken to promote a
particular speciality service
Behavioural
Performance
measure
RESEARCH
20
Figure b: The Decision to undertake research
CHAPTER 2
OBJECTIVES AND LIMITATIONS
2.1 OBJECTIVES OF THE STUDY
?
To assess the level of awareness about the various multispeciality
services provided by Kovai Medical Center and Hospital, Coimbatore
• To assess the level of awareness about the emergency and accident care
services provided by KMCH.
• To understand the competitive position of KMCH vis-à-vis its competitors
in the mutispeciality segment
• To measure the perception of people towards KMCH in terms of the
quality of facilities and services provided, cost and preference.
21
2.2 LIMITATIONS OF THE STUDY
?
During the data collection process there were some respondents who did
not have any idea about hospitals, yet responded, such responses might
have introduced a small bias in the results.
?
The samples were chosen from three particular areas of Coimbatore city
only as they seemed relevant. This may not be representative of the entire
population.
?
The respondents consisted of various classes of people with varying
levels of education, hence during the interviewing process the language
and words that was used to ask the question was modified suitably. This
might have made the respondents interpret the question in a different
fashion, Hence there is a possibility of a bias again here.
?
The liking or loyalty of the respondents to a particular hospital might have
made him respond unwillingly.
22
CHAPTER 3
RESEARCH METHODOLOGY
3.1
THE INFORMATION NEEDED BASED ON THE OBJECTIVES
• Information about whether people are aware about the emergency and
trauma care services.
• Information about whether people are aware about the emergency care
number and the network of ambulance services provided by KMCH.
• How did they come to know about the various services, is it through word
of mouth from somebody, is it through advertisements or some other
means.
• What do the people feel about the cost and quality of medical care
provided by KMCH
• To gather information to understand in which areas or services, other
hospitals fare better.
23
• Other qualitative information related to improving the services and
awareness of KMCH.
24
3.2 THE RESEARCH DESIGN
Exploratory phase
The basic problem to be addressed is the awareness of the various
speciality services provided by the hospital. In order to gain a sharper
perspective of the problem and develop the research dilemma into a more
precise formulation and state the problem clearly, a few days was spend in
studying the actual problem. The objectives and the problem became clear when
the researcher started interacting with the various people in the Marketing
Department. As a part of the exploration process the researcher had a look at the
various facilities and the various pamphlets, brochures of the hospital. By this
process, the objectives of the study could be stated clearly.
Performance Monitoring Research
The purpose of this project is to assess the awareness level of the
speciality services of the hospital. The purpose of the research looked at from
another perspective is to signal the presence of potential problems and
opportunities in the midst of competition. ‘What is happening at the market
place?’ was the question to be answered. KMCH needs to measure the
awareness levels and determine whether the marketing efforts pursued at
present are sufficient or not. The research design adopted was the performance
monitoring type.
25
3.3 DATA SOURCES
Primary Data
The
primary
data
was
collected
through
an
administered
Questionnaire. The Questionnaire consisted of a variety of questions that lay
consistent with the objectives of the research
Secondary Data
The advertisements published by the hospital, the catalogues,
brochures of the organization served as secondary sources of data.
3.4 DATA COLLECTION METHOD
The Direct – Structured type of data collection method was used for
data collection purpose. The interview mode was adopted for the collection of
data.
3.5 QUESTIONNAIRE DESIGN
Proper care has been taken to ensure that the information needs
match the objectives which in turn match the data collected through the
questionnaire. The basic cardinal rules of Questionnaire design like using simple
and clear words, the logical and sequential arrangement of questions has been
taken care of.
26
3.6 PRE – TESTING, REVISION, FINAL DRAFT
The
questionnaire
was
pretested
at
Mayflair
Apartments
in
Coimbatore. Around 25 respondents were included in the pretesting part of the
questionnaire. After the pretesting some open ended questions regarding the
suggestions to improve the services offered by KMCH was included. Also an
overall ranking question was incorporated into the questionnaire as it seemed to
be relevant to the study and consistent with one of the objectives, to analyse the
competitive position of KMCH. Other minor errors like spell check was also
performed after the pretest and appropriate corrections were made.
The ‘validity’ of the questionnaire was also looked into. Validity refers to
whether the Questionnaire is measuring what it is purported to measure. Content
Validity, i.e the contents of the questionnaire whether it is aligned with the
objectives was looked into by the marketing personnel of KMCH and necessary
approval was given. Also the questionnaire vividly points the various aspects of
the phenomenon (awareness) being measured and there is little to quarrel with.
By going through the process of validity confidence was developed that the
questionnaire is free from systematic errors.
The ‘reliability’ of a questionnaire refers to a measurement free from
random errors or put in another way, whether the results obtained from the
measurement are the same for a particular respondent when interviewed
between two intervals. Around 10 respondents in Mayflair were interviewed after
a period of 10 days and the results didn’t show any deviation. Hence reliability
was achieved.
27
Hence pretesting, the validity and the reliability aspects of the
questionnaire were taken care of.
3.7 SAMPLING TECHNIQUE
The target population chosen for the study was households of the
upper middle class category. These are the sampling units of the study. The list
of population members for the study were from three areas in Coimbatore
namely Sai baba colony, Nanjundapuram and Avinashi Road. This constituted
the sampling frame. The procedure adopted was ‘non – probability judgmental
sampling.’ A respondent would report for the family. The assumption would be
that family members are enough alike that responses within a family would tend
to be similar.
3.8 DATA ANLYSIS
After the data collection process, errors, omissions and other
ambiguities was sort out and Frequency tabulations were drawn to count the
number of cases that fall into various categories and descriptions about the
variables was made from the frequency tabulation.
Summary or descriptive statistics particularly cross tabulation with
percentages was used.
28
CHAPTER 4
ANALYSIS AND INTERPRETATION
TABLE 4.1
PROFILE OF THE RESPONDENTS
(a) GENDER
S.No Gender
1
2
Male
Female
Total
No. of
Percentage
Respondents
(%)
119
106
225
52.9
47.1
100
(b) AGE
S.No Age
1
2
3
4
5
6
Under 25
25 – 34 years
35 – 44 years
45 – 54 years
55 – 64 years
Beyond 64
Total
No. of
Percentage
Respondents
(%)
19
46
43
51
38
28
225
8.4
20.4
19.1
22.7
16.9
12.4
100
(c) OCCUPATION
29
S.No Occupation
1
2
3
4
5
6
7
Businessman
Self Employed
Professinal
Student
Professor/lecturer
House wife
Others
Total
No. of
Percentage
Respondents
(%)
25
15
17
12
8
70
74
225
11.1
6.7
7.6
5.3
3.6
31.1
32.9
100
(D) EDUCATION LEVEL
S.No Education Level
1
2
3
4
Post Graduate
Graduate
Schooling
No education
Total
No. of
Percentage
Respondents
(%)
71
108
43
3
225
31.6
48.0
19.1
1.3
100
The general profile of the respondants given above is self
explanatory. 53% interviewed were males and 47% females, Most
of the respondents were Executives and housewives. A large
percentage of them had a graduation or post graduation.
30
TABLE 4.2
AWARENESS ABOUT EMERGENCY SERVICES
PROVIDED BY KMCH
S.No.
1
2
Awareness about
emergency
services
Aware
Not aware
Total
No. of
Respondents
Percentage
(%)
192
33
225
85.30
14.70
100.0
INFERENCE
85.30% of the respondents are aware about the emergency and
accident care services of KMCH. Only 14.70 % are not aware. Hence the
awareness level of KMCH for emergency services is very high.
31
TABLE 4.3
AWARENESS ABOUT THE NETWORK OF AMBULANCE SERVICES
PROVIDED BY KMCH
S.No.
1
2
Awareness about
ambulance
services
Aware
Not aware
Total
No. of
Respondents
Percentage
(%)
164
61
225
72.90
27.10
100.0
INFERENCE
72.90% of the respondents are aware that KMCH has got a network of
ambulance services running in the city. Only 27.10% are not aware of such a
service.
32
TABLE 4.4
VISIT TO KMCH
S.No.
Visit to KMCH
No. of
Respondents
Percentage
(%)
1
2
Visited
Did not visit
Total
185
40
225
82.22
27.78
100.0
INFERENCE
82.22% of the respondents have visited KMCH for some purpose. I85
of the 225 respondents have made a visit to KMCH. Around 40 of them that is
27.78% have not visited the hospital
33
TABLE 4.5
PURPOSE OF VISIT TO KMCH
S.No.
1
2
3
4
5
Purpose of visit to
KMCH
No of
respondents
Percentage
(%)
Outpatient
Diagnostic services
Visitor
Inpatient
Others
Total
26
8
127
21
3
185
14.05%
4.32%
68.5%
11.35%
1.62%
100%
INFERENCE
Most of the respondents interviewed had come as a visitor only to
KMCH. 68.5% of the respondents had come as a visitor, 14.05% as inpatients,
11.35% as outpatients and 4.32% for diagnostic services.
TABLE 4.6
34
SATISFACTION LEVEL
S.No.
Satisfaction Level
No. of
Respondents
Percentage
(%)
1
2
3
4
Very much satisfied
Satisfied
Not Satisfied
Not at all satisfied
Total
23
143
13
6
185
12.43
77.30
7.03
3.24
100
INFERENCE
A majority of the respondents, i.e. 77.30% of the respondents feel
satisfied with the services provided by KMCH, around 12.43% are very much
satisfied with the service and 3.24% are not at all satisfied with the service.
TABLE 4.7
VARIOUS SPECIALITY SERVICES AND THE CORRESPONDING HOSPITALS
RECALLED FOR EACH SPECIALITY
Recalled Hospital
35
Speciality
Services
PSG
KMCH
KG
GKNM
RAM
No
recall
Total
Open heart
21
(9.3)
51
(22.7)
31
(13.8)
105
(46.7)
12
(5.3)
5
(2.2)
225
(100)
Kidney
transplants
20
(8.9)
62
(27.6)
46
(20.4)
22
(9.3)
18
(8.0)
57
(25.8)
225
(100)
Hip/Knee
Replace
16
(7.1)
66
(29.3)
27
(12.0)
13
(5.8)
39
(17.3)
64
(28.4)
225
(100)
Brain
Stroke
24
(10.7)
50
(22.2)
50
(22.2)
37
(16.4)
20
(8.9)
44
(19.6)
225
(100)
Infertility
15
(6.7)
29
(12.9)
11
(4.9)
53
(23.6)
53
(23.6)
64
(28.4)
225
(100)
Master
health
37
(16.4)
86
(38.2)
40
(17.8)
29
(12.9)
9
(9)
24
(10.7)
225
(100)
Emergency
Services
22
(9.8)
78
(34.7)
55
(24.4)
28
(12.4)
20
(8.9)
22
(9.8)
225
(100)
Reasonabl
e Cost
42
(18.7)
36
(16.0)
8
(3.6)
81
(36.0)
36
(16.0)
22
(9.8)
225
(100)
Total
197
(10.9)
458
(25.4)
268
(14.9)
368
(20.4)
207
(11.5)
302
(16.8)
1800
(100)
INFERENCE
The above table shows the hospitals recalled when it comes to the
various specialities.
36
It can be seen from the above table that for Open heart surgeries,
GKNM has a share of 46.7% of the recalls followed by KMCH with 22.7%. For
kidney transplants KMCH has the largest number of recalls with a share of 27.6%
followed by KG with 20.4%. Hip/Knee replacements KMCH again has the most
number of recalls with 29.3% followed by Ramakrishna 17.3%. For brain stroke
KMCH and KG stand equal with 22.22% each. For Infertility GKNM and
Ramakrishna have 23.6%. For Master health KMCH is much higher than all the
other hospital with 34.7%. Emergency services also KMCH has the largest share
for recalls with 34.7%. In cost terms GKNM is perceived to be the most
reasonable with 36.0% followed by PSG with 18.7%
It can also be noticed from the table that for kidney transplants,
hip/Knee replacements and Infertility, the number of those who were not able to
recall any of the hospitals also constitute a large number.
Overall it can be seen that KMCH has the most number of recalls with
25.4% of the total recalls followed by GKNM with 20.4%
TABLE 4.8
SOURCE OF AWARENESS FOR EMERGENCY SERVICES
S.No.
Source of awareness of
emergency service
No. of
Respondents
Percentage
(%)
37
1.
2.
3
4
5
6
Through Friends Relatives
Family Doctor
Patient References
Advertisements in newspaper
KMCH is popular
Through people working in
58
6
13
45
30
12
26.5
2.7
5.9
20.6
13.7
5.48
7
8
KMCH
Advertisement Hoardings
Others
Total
41
14
219*
18.7
6.4
100
*Those who said they were aware about emergency services were only 192. The responses
show a value of 219 because some of the respondents claimed that they came to know about the
emergency service through more than one source.
INFERENCE
The source through which maximum awareness was gained was
through friends/relatives (word of mouth) which is 26.5% followed by
Advertisement in newspaper 20.6% and Advertisement Hoardings 18.7%.
TABLE 4.9
SOURCE OF AWARENESS FOR AMBULANCE SERVICES
S.No.
1.
2.
3
4
Source of awareness of
ambulance service
Through Friends Relatives
Family Doctor
Patient References
Advertisements in newspaper
No. of
Respondents
49
4
5
39
Percentage
(%)
27.4
2.2
2.8
21.8
38
5
6
KMCH is popular
Through people working in
18
11
10.1
6.2
7
8
KMCH
Advertisement Hoardings
Others
Total
41
12
179*
22.9
6.7
100
*Those who said they were aware about the network of ambulance services were only 164. The
responses show a value of 179 because some of the respondents claimed that they came to
know about the ambulance service through more than one source .
INFERENCE
As it was for emergency services, even for ambulance services, most
of the respondents came to know of the services through friends/relatives,
followed by advertisement hoardings of 22.9% and Advertisement in newspaper
21.8%
TABLE 4.10
RECALL OF EMERGENCY CARE NUMBER
S.No.
1.
2.
3
4
5
Aware of emergency care
number
2627999
98422 - 82799
Have it noted in my diary
Others
Not aware
Total
No. of
Respondents
18
6
24
2
142
192
Percentage
(%)
9.38
3.13
12.5
1.04
73.96
100
INFERENCE
39
73.96% are not aware about the about the emergency care number
which is a very low figure. Around 9.38% could recall the number 2627999 and
3.13% could recall the number 98422 – 82799. 12.5% have the number noted in
their diary.
TABLE 4.11
AWARENESS ABOUT THE ACCIDENT CARE/TRAUMA CARE CENTRES
S.No.
1.
2.
3
4
5
6
7
Aware of accident
care/trauma care
Neelambur
Thekkalur
Annur
Udumalpet
Perundurai
Ramnagar
Erode
No. of
Respondents
94
71
23
16
34
128
22
Percentage
(%)
41.77
31.5
10.2
7.1
15.1
56.88
9.7
INFERENCE
40
Neelambur, Thekkalur and Ramnagar are highly popular with 41.77%,
31.5% and 56.88% respectively. The Accident care centres at Annur, Udumalpet
Perundurai and Erode show a percentage of 10.2%, 7.1%, 15.1% and 9.7%
respectively
TABLE 4.12
LEVEL OF AWARENESS ABOUT THE VARIOUS SPECIALITY SERVICES
OFFERED BY KMCH
Level of awareness
Speciality
Services
I Know it
Heard of
No idea
it
Open heart
114
(50.7)
48
(21.3)
63
(28.0)
225
(100)
Kidney
transplants
76
(31.6)
47
(20.0)
102
(44.9)
225
(100)
Hip/Knee
Replace
71
(31.6)
45
(20.0)
109
(48.4)
225
(100)
Brain Stroke
72
(32.0)
41
(18.2)
112
(49.8)
225
(100)
Total
41
Infertility
60
(26.7)
43
(19.1)
122
(54.2)
225
(100)
Master health
151
(67.1)
37
(16.4)
37
(16.4)
225
(100)
Interventional
Radiology
50
(22.2)
52
(23.1)
123
(54.7)
225
(100)
Total
594
(37.71)
313
(19.87)
668
(42.41)
1575
(100)
42
INFERENCE
?
Open heart surgery has an awareness level of 50.7%
?
For Hip/Knee replacement a larger portion of the respondents i.e 48.4%
are not aware of the speciality.
?
49.8% of the respondents have no idea about the brain stroke facility
provided by KMCH
?
Infertility also has a least awareness level. Only 26.7% know about the
service whereas 54.7% have no idea about the speciality provided.
?
For master health the awareness is satisfactory with 67.1%
?
Interventional Radiology – 54.7% of the respondents were not aware of
the facility at all.
?
In total, 42.41% have no idea about the superspeciality services, 37.71%
know about the services and 19.87% have heard about the speciality
services.
?
10 respondents out of the 225 did not know about any of the speciality
services provided by KMCH
43
TABLE 4.13
SOURCE OF AWARENESS ABOUT SPECIALITY SERVICES
S.No.
1.
2.
3
4
5
6
7
Source of awareness of
speciality services
Through Friends Relatives
Family Doctor
Patient References
Advertisements in newspaper
KMCH is popular
Through people working in
No. of
Respondents
87
6
20
56
44
17
Percentage
(%)
35.51
2.45
8.16
22.86
17.96
6.94
KMCH
Others
Total
15
245
6.12
100
INFERENCE
Most of the respondents, i.e. 35.51% of the respondents say that they
came to know of the specialities offered by KMCH through their friends and
relatives. Hence KMCH has a positive word of mouth. 22.86% say that
newspaper was the source through which they came to know and 17.96% claim
that KMCH is a popular hospital and they know it somehow.
TABLE 4.14
44
PERCEPTION ABOUT THE COST OF SERVICES PROVIDED BY KMCH
S.No
1
2
3
4
5
KMCH is providing
services at a
reasonable cost
Agree Completely
Agree Somewhat
Neither agree nor
No. of
Respondents
Percentage
(%)
38
62
16.9
27.6
53
39
33
225
23.6
17.3
14.7
100
disagree
Disagree somewhat
Disagree Completely
Total
INFERENCE
16.9% ‘agree completely’ that KMCH is providing services to the public
at a reasonable cost. A larger percentage of the respondents lie in the Agree
Somewhat category, and 23.6% tend to stand neutral. 17.3% and 14.7%
Disagree somewhat and disagree completely respectively.
TABLE 4.15
PERCEPTION ABOUT THE QUALITY OF MEDICAL CARE
45
S.No
1
2
3
4
5
Quality of medical
care - international
standards
Agree Completely
Agree Somewhat
Neither agree nor
No. of
Respondents
Percentage
(%)
38
82
16.9
36.4
68
18
19
225
30.2
8.0
8.4
100
disagree
Disagree somewhat
Disagree Completely
Total
INFERENCE
36.4% of the respondents ‘agree somewhat’ with the statement that
Quality of medical care can be compared to international standards. 30.2% did
not want to comment upon it and stood neutral to the statement. Around 8% of
the respondents disagree completely with the statement.
TABLE 4.16
PERCEPTION ABOUT THE QUALITY OF ACCIDENT CARE SERVICES
S.No
KMCH has excellent
accident care
services
No. of
Respondents
Percentage
(%)
46
1
2
3
4
5
Agree Completely
Agree Somewhat
Neither agree nor
99
59
44.0
26.2
disagree
Disagree somewhat
Disagree Completely
Total
52
8
7
225
23.1
3.6
3.1
100
INFERENCE
44% ‘Agree completely’ with the statement that KMCH has excellent
accident care services. 26.2% Agree somewhat and 23.1% Neither agree nor
disagree. The percentages of those who Disagree somewhat and completely are
very small (3%)
TABLE 4.17
PERCEPTION ABOUT PREFERENCE FOR KMCH
1
2
KMCH will be my
preferred hospital in
future
Agree Completely
Agree Somewhat
No. of
Respondents
Percentage
(%)
69
66
32.9
29.3
47
3
4
5
Neither agree nor
disagree
Disagree somewhat
Disagree Completely
Total
67
14
9
225
29.8
6.2
4.0
100
INFERENCE
A large percentage, 32.9% ‘Agree completely’ that KMCH may be their
preferred hospital and 29.3% ‘Agree Somewhat’ with the statement. These
figures show a high potential for KMCH. Around 29.8% stood neutral to the
statement.
TABLE 4.18
PERCEPTION ABOUT RECOMMENDING KMCH TO OTHERS
S.No
1
2
3
In future I will
recommend KMCH
to others
Agree Completely
Agree Somewhat
Neither agree nor
disagree
No. of
Respondents
Percentage
(%)
74
68
32.9
30.2
59
26.2
48
4
5
Disagree somewhat
Disagree Completely
Total
11
13
225
4.9
5.8
100
INFERENCE
Around 63% (32.9 + 30.2) lie in the agree domain for the statement
that they would recommend KMCH to others. Hence this is also a strong asset to
KMCH. 26.2% ‘Neither agree nor disagree’ with the statement. 4.9% Disagree
somewhat and 5.8% Disagree completely.
TABLE 4.19
AWARENESS ABOUT THE EMERGENCY SERVICES AND THE PERCEPTION
ABOUT THE QUALITY OF THE ACCIDENT CARE SERVICES
KMCH has excellent accident care services
Aware of
emergency
AC*
AS
NAD
DS
DC
Total
services
49
Aware
Not aware
Total
95
49
35
7
6
192
(49.5)
(25.5)
(18.2)
(3.6)
(3.1)
(100)
4
10
17
1
1
33
(12.1)
(30.3)
(51.5)
(3.0)
(3.0)
(100)
99
59
52
8
7
225
(44)
(26.22)
(23.11)
(3.56)
(3.11)
(100)
*AC-Agree Completely, AS-Agree Somewhat, NAD-Neither Agree nor Disagree, DS- Disagree
Somewhat, DC – Disagree Completely
INFERENCE
It can be noted that a large percentage of the respondents lie within
the agree domain, i.e, 45% Agree completely and 25.5% Agree Somewhat,
Hence for those who are aware of the emergency services of KMCH they
perceive the accident care services to be excellent.
For those who not aware of the emergency service a larger proportion
of them lie in the Neither Agree nor Disagree bracket.
Whether they are aware of the emergency services or not aware of the
emergency only a small percentage of them lie on the disagree side which can
be seen from the table above.
50
TABLE 4.20
AWARENESS ABOUT THE EMERGENCY SERVICES AND RECALL OF
VARIOUS HOSPITALS WHEN IT COMES TO EMERGENCY SERVICES.
Recall for Emergency services
Aware of
Emergency
Services
PSG
KMCH
KG
GKNM
RAM
NO
RECALL
Total
Yes
19
(9.9)
74
(38.5)
44
(22.9)
22
(11.5)
16
(8.3)
17
(8.9)
192
(100)
51
No
3
(9.1)
4
(12.1)
11
(33.33)
6
(18.2)
4
(12.1)
5
(15.1)
33
(100)
Total
22
(9.78)
78
(34.67)
55
(24.4)
28
(12.44)
20
(8.89)
22
(9.78)
225
(100)
INFERENCE
38.5% of those who are aware of emergency services have also
recalled KMCH when asked which hospital came to their mind first when it came
to emergency services. The nearest competitor being KG Hospital (22.9%), but
going by those who do not know about emergency services KG Hospital tops the
list (33.33%). It is revealed from the table that KG is the nearest competitor to
KMCH as far as emergency services are concerned
52
TABLE 4.21
TOTAL NUMBER OF RESPONDENTS THOSE AWARE ABOUT THE
SPECIALITY SERVICES AND THE TOTAL NUMBER OF THEM WHO HAVE
RECALLED KMCH
Speciality
Services
Total Number of
people aware of
the specialties
amongst the 225
respondents
(a)
Total number of
people who
recalled KMCH
(among those
aware)
(b)
Recalled
KMCH
(b)/(a)*100
(%) (c)
Did not
recall
KMCH
100 - c
Open heart
114
51
44.7
55.3
Kidney
transplants
76
62
81.6
18.4
Hip/Knee
replacement
71
66
92.9
7.1
Brain Stroke
72
50
69.4
30.6
Infertility
60
29
48.3
51.7
Master health
151
86
56.9
43.9
Emergency Care
192
78
40.6
59.4
INFERENCE
It can be noted from the above table that out of the 114 people who
know about KMCH only 51 (44.7%) were able to recall KMCH. Similarly only
48.3%, 40.6% of the respondents have recalled for infertility and emergency
services respectively. Hip/Knee replacement and Kidney transplants show high
values of 81.6% and 92.9% respectively.
53
TABLE 4.22
TOTAL NUMBER OF THOSE WHO ARE NOT AWARE ABOUT THE
SPECIALITY SERVICES OF KMCH AND THE HOSPITAL THEY HAVE
RECALLED
Recalled Hospital
Not aware
Speciality
Services
PSG
KMCH
KG
GKNM
RAM
No recall
Total
Open heart
15
(13.51)
14
(12.61)
17
(15.32)
53
(47.75)
7
(6.31)
5
(4.50)
111
(100)
Kidney
transplants
16
(10.74)
23
(15.44)
32
(21.48)
19
(12.75)
10
(6.71)
49
(32.89)
149
(100)
Hip/Knee
Replace
12
(7.79)
22
(14.29)
20
(12.99)
11
(7.14)
31
(20.13)
58
(37.66)
154
(100)
Brain Stroke
19
(12.42)
17
(11.11)
41
(26.80)
25
(16.34)
14
(9.15)
37
(24.18)
153
(100)
Infertility
12
(7.27)
13
(7.88)
7
(4.24)
42
(25.45)
36
(21.84)
55
(33.33)
165
(100)
Master
health
15
(20.27)
12
(16.22)
22
(29.73)
12
(16.22)
5
(6.76)
8
(10.81)
74
(100)
Total
89
(11.04)
101
(12.53)
139
(17.25)
162
(20.10)
103
(12.78)
212
(26.30)
806
INFERENCE
It can be seen from the above table that among those who are not
aware about the speciality services, recall for other hospitals (i.e for the question
which hospital comes to your mind first when it comes to various specialities) are
greater, like for open heart, infertility GKNM tops the list with 47.5%, for Kidney
54
transplants, Brain stroke KG seems to be more popular with 21.48% and 26.80%
respectively. It must also be noted that a large percentage of the respondents
have not been able to recall any hospitals for kidney transplants, hip/knee
replacement, Brain stroke and infertility, hence the respondents don’t know which
hospital has such speciality services also.
55
TABLE 4.23
PURPOSE OF VISIT TO KMCH AND THEIR CORRESPONDING OPINION
REGARDING THE RECOMMENDATION OF KMCH TO OTHERS
In future I will Recommend KMCH
Purpose of
visit
AC
AS
NAD
DS
DC
Total
Treatment
24
(41.43)
14
(24.1)
14
(24.1)
2
(3.4)
4
(6.9)
58
(100)
Visitor
43
(33.8)
40
(31.5)
27
(21.3)
9
(7.1)
8
(6.3)
127
(100)
Total
67
(36)
54
(29.2)
41
(22.0)
11
(10.0)
12
(6.5)
185
(100)
INFERENCE
Whether the purpose of visit to the hospital is for treatment or just a
visit around 36% of the people who have come say that they would definitely
recommend KMCH to others and 29.2% also agree to a certain extent that they
would recommend KMCH to others. The percentage of people who disagree
aggregates to 16.5% (10+6.5) in total. Hence KMCH has a huge potential as far
as word of mouth communication is concerned.
TABLE 4.24
PURPOSE OF VISIT TO KMCH AND THEIR CORRESPONDING OPINION
WHETHER KMCH WOULD BE THEIR PREFERRED HOSPITAL IN FUTURE
KMCH may be my preferred hospital
Purpose of
visit
AC
AS
NAD
DS
DC
Total
Treatment
19
(32.8)
18
(31.03)
16
(27.6)
3
(5.2)
2
(3.4)
58
(100)
Visitor
46
(36.2)
32
(25.2)
34
(26.8)
9
(7.1)
6
(4.7)
127
(100)
Total
65
(35.1)
50
(27)
50
(27)
12
(6.5)
8
(4.3)
185
(100)
INFERENCE
A total of approximately 62% (35.1 + 27) of the respondents agree that
they may come to KMCH if a need arises; hence this shows huge potential for
KMCH. We must also make note of the fact that around 27% “neither agree nor
disagree” to the statement and stand neutral.
lvii
TABLE 4.25
PURPOSE OF VISIT TO KMCH AND THEIR CORRESPONDING OPINION
ABOUT THE QUALITY OF MEDICAL CARE PROVIDED
Quality of medical care -international standards
Purpose of
visit
AC
AS
NAD
DS
DC
Total
Treatment
8
(13.8)
21
(36.2)
15
(25.9)
9
(15.5)
5
(8.6)
58
(100)
Visitor
25
(19.6)
46
(36.2)
35
(27.6)
8
(6.3)
13
(10.23)
127
(100)
Total
33
(17.8)
67
(36.2)
50
(27.0)
17
(9.2)
15
(9.7)
185
(100)
INFERENCE
The table above indicates that a larger proportion of the respondents
(36.2%) rather “Agree somewhat” only to the statement ‘Quality of medical care
provided by KMCH can be compared with international standards.’ Among those
who came for treatment 13.8% only ‘Agree completely’ and for those who came
as a visitor 19.6% ‘agree completely’. Hence there is a tremendous commitment
on the part of KMCH to improve the quality of medical care.
lviii
TABLE 4.26
PURPOSE OF VISIT TO KMCH AND THEIR CORRESPONDING OPINION
REGARDING THE COST ASPECT OF KMCH
KMCH is providing services at a reasonable cost
Purpose of
visit
AC
AS
NAD
DS
DC
Total
Treatment
10
(17.2)
24
(41.4)
7
(12.1)
10
(17.24)
7
(12.1)
58
(100)
Visitor
24
(18.9)
27
(21.25)
28
(22.0)
26
(20.5)
22
(17.3)
127
(100)
Total
34
(18.3)
51
(27.6)
35
(18.9)
36
(19.5)
29
(15.7)
185
(100)
INFERENCE
The respondents who came for treatment – around 41% of them don’t
feel comfortable in agreeing completely that KMCH is providing services at a
reasonable cost. The ‘neither agree nor disagree’ and the ‘Disagree’ category put
together:
?
Those who came for treatment: 12.1 + 17.24 + 12.1 = 41.44% feel KMCH
is costly.
?
Those who came as a visitor:
28 + 26 + 22 = 59.8% feels that KMCH is
costly.
Hence cost is a critical aspect to be examined by KMCH
lix
TABLE 4.27
OVERALL RANKINGS OBTAINED BY VARIOUS HOSPITALS IN TERMS OF
COST, QUALITY AND PREFERENCE
Ranking
Hospitals
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
No Weightage Overall
Score
rank
Rank
Weightage
6
5
4
3
2
1
PSG
24
32
48
55
38
28
765
IV
KMCH
63
48
39
36
22
17
943
II
KG
26
32
28
37
78
24
719
V
GKNM
74
57
41
19
20
14
1004
I
Ramakrishna
28
42
47
49
37
22
809
III
Total
215
211
203
196
195
105
INFERENCE
From the overall ranking figures it can be seen that GKNM occupies
the first place with 1004 points, close on the heels to GKNM is KMCH with 943
points followed by Ramakrishna, PSG and KG respectively.
lx
TABLE 4.28
COMMENTS / VIEWS REGARDING KMCH (OPEN ENDED QUESTION)
S.No Category
1
2
3
4
5
6
No. of
Percentage
Respondents
(%)
Charges are very high (Costly)
Bitter Experience at KMCH
Problem of Accessibility ( Distance)
In house services improvement
49
4
19
38
3.1
14.7
(suggestions)
Positive opinion
General Suggestions
Total
21
26
10
129
16.3
20.2
7.8
100
INFERENCE
There were 129 who responded to the open ended question (Offer you
comments/views about KMCH). Their views were classified carefully into six
categories as shown above. 38% feel the charges are on the higher side, 20.2%
have given positive comments about KMCH 16.3% have suggested that the
services delivery inside the hospital is to be improved. 14.75 claimed that the
hospital was outside the city limits and accessibility is a problem. 7.8% have
given general suggestions to the hospital and 3.1% have had a bitter experience
at KMCH.
lxi
CHAPTER 5
FINDINGS
?
KMCH has a good popularity as far as emergency and ambulance
services are concerned. More than 80% are aware about emergency
services and more than 70% are aware about the network of ambulances
provided by KMCH. Though these figures are satisfactory, the responses
to the other questions related to emergences services were poor. 74% of
the respondent could not recall even one emergency care number. Only
Neelambur, Thekkalur and Ramnagar areas have a high degree of
awareness.
?
Overall KMCH has attracted the most number of recalls (35%) when
asked which hospital comes to their mind when it comes to emergency
services. When the respondents were segmented into those aware of the
accident care services and those not aware, it was found that amongst
those aware 38.5% recalled KMCH and those not aware 33.5% recalled
KG. KG could be considered the nearest competitor to KMCH.
?
A miniscule of 6% only disagreed with the statement that “KMCH is
providing excellent accident care emergency care”. Amongst those not
aware about emergency services 51% stood neutral to the statement.
Amongst those aware 49.5% Agreed completely and 25.5% Agreed
somewhat. This is a great strength to the hospital.
?
Except Master health and Emergency Care services a large proportion of
the respondents claimed that they have ‘No idea’ about the speciality
services. Overall KMCH has attracted the most number of recalls for
lxii
Kidney Transplants (28%), Hip/Knee replacement (29%), Brain stroke
(22%) and Master health (38%)
?
The respondents were divided into those who are aware of the speciality
and those not aware. It was found that amongst those aware itself a large
number have not recalled KMCH for Open heart (55%), Infertility (52%),
Master health (44%), Emergency care (60%). These figures show that
only awareness is there but no preference is there.
?
There are many who have claimed that they have ‘heard about’ or had ‘no
idea’ about the facilities. GKNM had the most number of recalls for open
heart surgeries among these respondents (48%), Kidney Transplants: KG
(21.5%), Hip/Knee Replacement: Ramakrishna (20%), Brain Stroke: KG
(27%), Master health: KG (30%), Infertility: GKNM (25%). All these
hospitals are the competitors to KMCH in their respective specialities.
?
When asked to recall the most reasonable cost hospital, 38% recalled
GKNM, followed by PSG (19%), and followed by KMCH and Ramakrishna
with 16%. Those who came for treatment to the hospital, 41% ‘Agree
somewhat’ KMCH is providing services at a reasonable cost and those
who came as visitors 21% Agree somewhat with the statement. Around
50% of the respondent lie in the Neither Agree nor disagree and Disagree
category. Also for the open-ended question around 38% gave comments
that the charges of KMCH were on the higher side. All these show that
cost wise KMCH is at a comparative disadvantage.
?
Most of the respondents, 77% were satisfied with the services of KMCH.
Only a small percentage were dissatisfied. When asked to rank the
various hospitals in terms of cost, quality and preference GKNM occupies
the first place with 1004 points, followed by KMCH with 943 points and
followed by Ramakrishna with 809 points.
lxiii
?
Whether the respondents have come for treatment or as a visitor, a
majority of them, around 62% agree that they would prefer KMCH, and
around 62% responded that they would recommend KMCH to others.
There is a trade – off here as for some of the specialties, though many
were aware that it was available in KMCH they didn’t recall KMCH, when
asked which hospital comes to your mind first for the various specialities.
?
Be it Emergency care, ambulance services or awareness about the
various specialities, the maximum source through which people have
gained
awareness
is
through
Friends/
Relatives,
followed
by
Advertisements in newspapers and billboards.
TO SUM IT ALL,
?
If the awareness level satisfaction scale was divided into ‘Highly
Satisfied’, ‘Satisfied’, and ‘Not Satisfied’ and ‘Not at all satisfied’, KMCH’s
awareness level would fall under the satisfactory level.
?
The competitive position of KMCH could be termed as comfortable but
not very comfortable as there were many who couldn’t recall even one
hospital for the various specialities. Also many hospitals had recalls close
to KMCH for various specialities.
?
The hospital is perceived to be ‘costly’ by many though many prefer
KMCH as their hospital.
lxiv
CHAPTER 6
SUGGESTIONS
?
The hospital should try and position itself as a “common man hospital” or a
“value for money hospital” by carrying out a routine advertising campaign
as many perceive the charges of the hospital are on the higher side.
?
The expertise of the doctors should be projected rather than the facilities
alone. Such kind of projection would help the hospital to differentiate itself
in a better way.
?
Awareness about the various speciality services has spread mainly
through word of mouth communication, which the research has revealed.
So this is a strength which the organization should try to leverage upon.
For a positive word of mouth communication to spread the service delivery
system has to be perfected and fine tuned. This was known when
interacting with the respondents during the data collection process.
?
The cleanliness and maintenance of the canteen, reception arrangements,
adherence to appointments, reduction in the waiting time of the patients
and courtesy shown by the employees are some of the additional and
important factors which need regular attention apart from the prime motive
of Diagnosis and treatment. In marketing parlance if all these factors are
looked into more opinion leaders would be created (an opinion leader is
one who informally influences the actions and attitudes of others)
lxv
?
The advertisements displayed by the hospital would add value to the word
of mouth communication process. Advertisements related to the
emergency care number of KMCH, Interventional Radiology procedures
needs to be given a more focused thought. The intensity of advertising
needs to be enhanced and a continuous advertising campaign about the
doctors and facilities in tandem would help the people recall KMCH, retain
it at the top of their mind and come to KMCH when the need arises.
?
The advertisements of the hospital should have a rational appeal, i.e
justifying the cost aspect of the hospital consciously. Many claim that
accessibility is a problem, as the hospital is outside city limits. This
problem can be overcome judiciously by claiming the facilities provided by
KMCH as a unique one and it’s worth the visit to the hospital.
lxvi
CHAPTER 8
CONCLUSION
The study “Assessment about the level of awareness of various Speciality
services offered by KMCH” has brought to the surface certain gray areas where
the hospital needs to pay attention. It has also revealed certain things which the
hospital can feel good about. KMCH has to mainly focus on the ‘cost aspect’ as
this is the most important criterion to be met if more people are to be drawn into
the hospital. There is a general perception that taking treatment at KMCH is a
costly affair which is to be eradicated. The cost aspect and the premium quality
offered should form an integral part of the advertising. The responsibility vests on
the Marketing Department to highlight the hospital as one in which ‘you pay only
for the quality service, and the service is of premium quality’. This could be
adopted as the advertising motto. Continuous advertising about emergency care
number and various specialties offered should be undertaken. In terms of
technical expertise, KMCH has an edge over others.
Cleanliness of the hospital, Adherence to appointments, Canteen
Facilities, Waiting time, Reception arrangements have long been the mantra for
satisfying the patients and visitors who come to KMCH, apart from the diagnosis
and treatment. The study has also authentically proved that all these factors
needed to be improved on a continuous basis in order to sustain its competitive
position.
lxvii
QUESTIONNAIRE
I am M.Saravanan, M.B.A., student of Kongu Engineering College, Erode conducting
a survey on Awareness about the health facilities in Coimbatore along with Kovai
Medical Center and hospital, Coimbatore. The details are asked purely for research
purpose and to improve the health services to the public. Kindly spend a few minutes
to fill this form. Please try to attempt all the questions.
1) To help us analyze this survey please give us the following details:
a) Gender
? Male
? Female
b) Your approximate age?
? under 25
? 25 – 34
? 35 – 44
? 45 – 54
? 55 – 64
c) Your Occupation
? Businessman
? Self employed
? Professional(Dr. / Lawyer/Engr)
? Student
? Professor / Lecturer
? Executive / Employed
? Housewife
d) Your Income level / Year approximately?
? Less than Rs.1lakh
? Rs.1lakh – Rs.3lakhs
? Rs.3lakhs – Rs.5lakhs
? Greater than Rs.5 lakhs
e) Educational Qualification?
? Post Graduate
? Completed my schooling
? Graduate
? Did not under go education
? others, ____________
lxviii
2.
S.No
Which hospital comes to your mind first when it comes to the following?
Specialties
PSG
KMCH
KG
GKNM
RAM
1
Open heart surgeries
/ Angioplasties
?
?
?
?
?
2
Kidney Transplants /
Dialysis
?
?
?
?
?
3
Hip and Knee
replacement
?
?
?
?
?
4
Brain Stroke
?
?
?
?
?
5
Infertility Clinic
?
?
?
?
?
6
Master Health Check
up
?
?
?
?
?
7
Emergency Services
?
?
?
?
?
8
Most reasonable cost
?
?
?
?
?
i) If you have not ticked KMCH for any of the above, State your reason:
? I believe the other hospital to be better
? The other hospital is less expensive
? Because of specialists availability at the hospital
? because I am aware of the service only in that hospital
? Others, Specify ______________
lxix
3) KMCH has 24 hours emergency and accident care services. Do you know
about it?
? Yes
? No
i) If your answer to the above question is “Yes”, then how did you know about it?
? through friends / Relatives
? Family Doctor
? Patient references
? Advertisements in newspapers
? because KMCH is
very popular
? through people working in KMCH ? advertisement boards on the Roads
? Others, specify ____________
4) KMCH has a network of ambulances at various places for emergency care Do
you know about it?
? Yes
? No
i) If your answer to the above question is “Yes”, then how did you know about it?
? Through friends / Relatives
? Family Doctor
? I have seen the ambulance
? Advertisements in newspapers
?
because KMCH is very popular
? through people working in KMCH ?advertisement boards on the Roads
? others, specify ____________
5) The following are the accident care / trauma care centres of KMCH. Which are
the centres you are aware of?
? Neelambur ? Thekkalur
? Annur
? Perundurai ? Ramnagar (Cbe)
? Erode
? Udumalpet
?Gobi
lxx
? 550001
? 2627999
? 9894350177 ? 98422-82799
? 5512129
? 2946912
? 98430-72114
? 9443622510
? Don’t Know the number ? Have it noted in diary
i) If you know the number for the above question, how did u know it?
? Advertisements in newspapers
? because KMCH is very popular
? advertisement boards on the Roads
? through friends/ Relatives
? Personal experience with emergency care
? others, specify _____________________
7) Are you aware about the following facilities / Services provided by KMCH?
S.No
1.
2
3
4
5
I
I
know
have
Facilities/Services
it
heard
Provided
very
about
well
it (2)
(1)
Open heart
surgeries /
?
?
angioplasties /
pediatric heart
surgeries
Kidney Transplants
?
?
/ Dialysis
Hip and Knee
?
?
replacement
Treatment for brain
stroke (by
?
?
interventional
radiology)
?
?
Treatment for
infertility (by
assisted
reproductive
No
idea
(3)
?
?
?
?
?
lxxi
technique)
Master health
?
?
?
6
check up
i) i) If your answer to the above question is “I know it” or “I have heard about
it”, how did you come to know about the facilities ?
? Through friends / Relatives ? Family Doctor
? Patient references
? Advertisements in newspapers
? because KMCH is very popular
? through people working in KMCH
? others _________________________
8) There are a few statements written below, for each one we would like you to
tell whether you agree or disagree with it. (READ THE STATEMENTS BELOW)
S.N
o
1
2
5
3
Statement
KMCH is
providing
services to the
public at a
reasonable
cost
The quality of
medical care
provided by
KMCH can be
compared with
international
standards
KMCH has
excellent
accident care
and
emergency
services
KMCH will be
my most
preferred
hospital when
it comes to
health
Neither
Agree
Agree
Agree
Disagree
Disagree
Completely Somewhat
not
Somewhat Completely
Disagree
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
lxxii
In future I will
recommend
KMCH to
others
4
?
?
?
?
?
9. i) Have you been to KMCH?
? Yes
? No
ii) If yes, for what purpose?
? As an outpatient
? for diagnostic services ? Came as a visitor
As an inpatient
?Others, Specify ____________
?
iii) What was your satisfaction level at KMCH
? Very Satisfied
? Satisfied
? Not Satisfied
? Not at all Satisfied
10) If you are asked to rank the following hospital in terms of Quality, Cost and
your preference how would you rank them from 1 to 5?
PSG
___________
KMCH
___________
KG
___________
GKNM
___________
RAMAKRISHNA
___________
11) Your comments, suggestions and views regarding KMCH:
________________________________________________________________
________________________________________________________________
Thank you for your assistance and cooperation in the survey.
lxxiii
REFERENCES
?
AAKER, KUMAR, DAY “ Marketing Research” – John Wiley & Sons, 7 th
edition
?
AMIR D ACZEL, JAYAVEL SOUNDERAPANDIAN “ Complete Business
Statistics” – Tata McGraw Hill 5th Edition
?
LEON.G.SCHIFFMAN, LESLIE LAZAR KANUK “ Consumer Behaviour”
Pearson Education
?
THOMAS KINNEAR, TAYLOR “ Marketing Research” McGraw hill
Publishing Company (1991)
?
ROGERS, WILLIAMS “Introduction to Health Services” McGraw Hill
Publishing Company (1993)
lxxiv
doc_226455150.doc
about 500 bed maintaince system
CERTIFICATE
Certified that this project report titled “ASSESSMENT ABOUT THE
LEVEL OF MANAGEMENT OF SPECIALITY SERVICES OFFERED BY KMCH
IN THE COIMBATORE REGION” is the work of
Mr. M.SARAVANAN who
carried out the research under my supervision. Certified further, that to the best
of my knowledge the work reported herein does not form part of any other project
report or dissertation on the basis of which a degree or award was conferred on
an earlier occasion on this or any other candidate.
Supervisor
Director
Viva – Voce held on __________
Internal Examiner
External Examiner
ABSTRACT
‘Assessment about the level of MANAGEMENT of speciality services
offered by Kovai Medical center and hospital in the Coimbatore region’ is a
project aimed at studying the awareness about the various speciality services
offered by KMCH, the compettive position of KMCH, the perception of people
towards KMCH in terms of cost, quality and preference. The speciality services
include Open heart surgeries, Kidney transplants, Hip and Knee replacements,
Brain Stroke, Infertility, Emergency services and interventional radiology.
Information pertaining to whether one is aware about KMCH’s speciality
services or not was collected. KMCH, KG, PSG, GKNM, Ramakrishna are the
leading hospitals in Coimbatore. Which hospital is one able to recall when it
comes to each of the speciality services, amongst the five major hospitals – data
related to this was also collected. In order to assess the perception of the
respondants towards KMCH some agree – disagree questions were asked. They
were used to assess their liking and preference for KMCH.
The type of research adopted was the Performance monitoring type. The
data was collected using a standardized questionnaire, through the interview
mode. The target respondant groups were the households of upper middle class
category. Non – probability judgmental sampling was the sampling technique
used. The sample size was 225.
Descriptive Statistics was used for the analysis of the data collected. From
the analysis it was found that KMCH enjoys a good popularity as far as
2
emergency care services are concerned. Regarding the awareness about the
various specialities, only open heart surgeries and Master health check ups are
predominantly known to the respondants. For all the other specialities the
awareness level is low. KMCH has attracted the highest number of recalls for
emergency services, hip/knee replacements, Brain Stroke and Master Health
check up. The study also revealed that there are a large proportion of people
who feel that the hospital’s charges for the services provided are on the higher
side.
3
4
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6
ACKNOWLEDGEMENT
I take this opportunity to acknowledge and thank the various people who
contributed to this project.
First, I express my sincere thanks to Dr. Nalla G. Palaniswami,
Chairman Kovai Medical Center and Hospital, Coimbatore for showing keen
interest in my project. Next I thank Mr. U.K.Anantha Padmanabhan, Senior
Vice – President, Kovai Medical Center and Hospital, for granting me the
permission to carry out my research work in KMCH, and also for his constant
encouragement and support during the tenure of my project. I extend my heartfelt
thanks Mr. V.Ramesh General Manager, Marketing, KMCH for his unflinching
support and guidance. I express my thanks to Mr. G.Anand Swaminathan,
Assistant Manager, Marketing for interacting with me on a day to day basis and
providing me with advice and support whenever needed in the midst of his
routine activities.
My gratitude goes to Prof.P.,,,,,,,,,,,,,,,,,,,,,, Department of Management
Studies, ………………….who was instrumental in interacting with the higher
authorities at Kovai Medical Center and Hospital, to sanction my project work.
I express my heartfelt thanks to Mr…………………., lecturer Department
of Management Studies, ………………………… for providing me with insights
and advice about proceeding with the project starting from the framing of the
problem right through the analysis and upto the conclusion of this project.
I would like to thank all members of the Faculty, of the Department of
Management studies, …………………………..who in one way or other took an
interest in my project and gave me guidance.
7
CONTENTS
Chapter No
TITLE
Page No
Abstract (English)
iii
Abstract (Tamil)
v
List of Tables
ix
Introduction
1
1.1 The Organization
1
1.2 About the project
Objectives and Limitations
6
2
2.1 Objectives
11
2.2 Limitations
12
3
Research Methodology
13
4
Analysis and interpretation
18
5
Findings
51
6
Suggestions
54
7
Conclusion
56
Appendix
References
LIST OF TABLES
8
Table
No.
TITLE
Page
No.
4.1
General Profile of respondents
18
4.2
Awareness about Emergency Services provided by KMCH
20
4.3
Awareness about the network of ambulance services
provided by KMCH
21
4.4
Visit to KMCH
22
4.5
Purpose of Visit to KMCH
23
4.6
Satisfaction Level
24
4.7
Various speciality services and the corresponding
hospitals recalled for each speciality
25
4.8
Source of awareness for emergency services
27
4.9
Source of awareness for ambulance services
28
4.10
Recall of emergency care number
29
4.11
Awareness about the accident care/trauma care centres
30
4.12
Level of Awareness about the various speciality services
offered by KMCH
31
4.13
Source of awareness about speciality services
33
4.14
Perception about the cost of services provided by KMCH
34
4.15
Perception about the Quality of Medical care
35
4.6
Perception about the quality of accident care services
36
4.17
Perception about preference for KMCH
37
4.18
Perception about recommending KMCH to others
38
4.19
Awareness about the emergency services and the
perception about the quality of the accident care services
39
4.20
Awareness about the emergency services and RECALL of
41
9
Table
No.
TITLE
Page
No.
various hospitals when it comes to emergency services.
4.21
Total number of people those who are aware about the
speciality services and the total number of them who have
recalled KMCH
42
4.22
Total number of those who are not aware about the
speciality services of KMCH and the hospital they have
recalled
43
4.23
Purpose of visit to KMCH and their corresponding opinion
regarding the recommendation of KMCH to others
45
4.24
Purpose of visit to KMCH and their corresponding opinion
whether KMCH would be their preferred hospital in future
46
4.25
Purpose of visit to KMCH and their corresponding opinion
about the quality of medical care provided
47
4.26
Purpose of visit to KMCH and their corresponding opinion
regarding the cost aspect of KMCH
48
4.27
Overall Ranking obtained by various hospitals in terms of
cost, quality and preference
49
4.28
Comments / views regarding KMCH (open ended
question)
50
10
CHAPTER 1
INTRODUCTION
1.1 THE ORGANIZATION
Kovai Medical Center and hospital is a 500 bed multi-disciplinary
Super Speciality NRI hospital located in the Coimbatore Chennai National
highway. The hospital has more than 40 medical disciplines managed by highly
qualified and trained full time medical specialists providing full round the clock
service. Over 1000 in patients and out patients are treated everyday at the
hospital. KMCH is equipped with state of art medical equipments such as MRI,
CT Scanner, 4D Ultra Sound Scanner, Two Cath labs, Cardiac Electro –
physiology lab, Bone mineral Densometer, Mammography, Laser Equipments,
Video Endoscope, Operating Microscope, Auto analyzer etc.
KMCH is located on an 18 acre plot in a serene, clean and hygienic
atmosphere. It has a very good ambience. The hospital is equipped with 11
operation theatres, and superspeciality procedures like open heart surgeries and
other cardiac surgeries, Kidney transplants, hip replacements and complex neuro
surgeries are done regularly at the hospital. Angiograms, Angioplasties and
stenting are being done at a good success rate. The hospital also has an
excellent facility for providing Emergency and Trauma care for treating various
emergencies like Cardiac Arrest, Road traffic accidents (RTA), Snake bites,
severe burn injuries, poisonous case, stab injuries and mass casualties
11
KMCH is the only center in South India which has introduced a new
technique known as GDC coils and clipping brain aneurysms. KMCH has made a
breakthrough in the treatment of Stroke management and uterine fibroids with
the latest technique in Interventional procedures. The state of art Fertility center
at KMCH is well equipped to do the Assisted Conception program like IVF, ICSI
to the international standards. Most advanced treatment techniques are adopted
here.
KMCH is recognized for organ transplant programmes by the
Government of Tamil Nadu. Several kidney transplants and corneal transplants
form live donors and cadavers have been done. KMCH is also recognized by the
Tamil Nadu Government to do Heart and lung transplants.
KMCH has specialized clinics like Asthma clinic, Diabetic clinic, slim
clinic, pain clinic, de-addiction clinic, painless labour clinic, Andrology clinic, diet
clinic, etc.,
fallopian
Various specialized procedures like chemoembolisation, stenting,
tube
recanalisation,
Chemotherapy, Blood
component
therapy,
Arthroscopic surgeries, Laparoscopic and Thorocoscopic surgeries are regularly
done at the hospital. The hospital has a separate department for artificial limb
manufacture.
KMCH is actively involved in Preventive health check up programmes.
There are 17 preventive health check up programmes such as Executive Master
Health Checkup plus, Executive Master health check up, Master health check up,
Senor citizens Health check ups, Master health check up, Senior citizen health
check up, Cancer screening, pediatric health check ups etc. Hospital regularly
conducts free medical camps both in the hospital and rural areas in service
organizations. Concessions are offered for the treatment and procedures at the
12
hospital camp for patients. Health education programmes are conducted with the
help of KMCH doctors in various schools, colleges and Industrial establishments
on a regular basis.
KMCH has one of the best Emergency – Trauma care network in the
region with highly qualified and experienced Trauma team, which operates
around the clock and companies of Orthopedic surgeons, neuro surgeons,
General surgeons, General surgeons, Cardio Vascular and Thoracic surgeons
and plastic surgeons. KMCH in collaboration with the Rotary club of Coimbatore
and Erode have 5 Trauma care centres which are equipped with wire – less,
telephone and mobile phone facilities on the Avanashi Road starting from
Gandhipuram to Perundurai. In order to ensure to ensure immediate
transportation of the patient form the accident spot. KMCH has an emergency
control rook facility which operates round the clock to co – ordinate all trauma
care centers established by KMCH.
There are three satellite centers attached to KMCH:
?
Perundurai center ( 50 bed hospital)
?
City Center ( Ram nagar)
?
It has a rural health center at Veeraipalayam, to serve the rural
community and the under privileged.
The hospital is recognized for Diplomate of National Board (Post
Graduate programmes) in departments like General Surgery, Anesthesiology,
Cardiology, Cardio thoracic surgery and Obstetrics & Gynecology. Hospital is
recognized for training doctors in AFRCS programme in General surgery.
13
Kovai Medical Center and hospital under its Research and Educational
Trust ( Kovai Medical canter Research and Educational Trust – KMCRET) offers
the following degree/PG programs, which are recognized by the Dr. MGR
Medical University, Chennai.
DEGREE PROGRAMS
?
KMCH College of Nursing – B.Sc Nursing (4 year program), M.Sc Nursing
( 2 years)
?
KMCH college of Pharmacy – B.Pharm ( 4 years)
?
KMCH college of Physiotherapy – Bachelor of Physiotherapy (BPT) (4
year+ 6 months internship), Master of Physiotherapy (MPT) ( 2 years)
?
KMCH College of Occupational Therapy – Bachelor of Occupational
Therapy. (4 year + 6 months internship)
DOCTORATE PROGRAMS
?
Ph.D programs in Biochemistry.
CERTIFICATE PROGRAMS
?
PG lab Technician course (2 year program)
?
Radiology Technician training program ( 1 year)
?
Cardiology Technician program ( 1 year)
?
Emergency room technician training program ( 1 year)
?
OT technician training program ( 1 year)
14
KMCH WEB SITES
www.kmchonline.com
Kovai Medical Center and Hospital has developed an interactive
patient friendly website, which helps the patient and doctors to great information
about the hospital facilities, doctors and special clinics.etc. It also helps fix up
appointment for medical consultation and investigation and surgical procedures
at the hospital.
www.kmcret.com
This website helps to know about the Education, Training and
Research activities of Kovai Medical Center and Hospital Trust.
www.kmchpharmacy.com
This is an interactive website for purchasing medicines through
hospital pharmacy. This is being used by our hospital patients and general public.
15
1.2 ABOUT THE PROJECT
The Marketing Management system of KMCH has triggered the
recognition of a situation calling for a decision.
The Marketing Department of KMCH conducts a regular research on
‘Customer Satisfaction’ for the patients getting admitted in KMCH. This research
was initiated with the intention to find out the satisfaction level of the patients and
to improve in – house services and to indicate flaws and discrepancies in the
service delivery system. The results of this analysis are compiled and discussed
at board meetings and staff meeting on a regular basis.
The Marketing Department of KMCH has also another important task
in hand, i.e., it has to advertise regarding the facilities and services provided by
the hospital to create awareness and educate the public about the hospital in
terms of cost, quality and services. The hospital advertises regularly about the
Super Speciality services as this is the platform on which it can differentiate itself.
The advertisements are placed predominately in the print medium (newspapers,
health magazines). It also uses the local television channels to explain about its
various super speciality procedures.
All the activities are just a one sided effort, i.e., the marketing
department advertises on and off, but it does not know how far its objectives ‘To
improve the awareness level and attract more people’ is being achieved. That
16
has created a gap in the marketing system and has left the department with least
information.
How far are the people of Coimbatore getting to know about the
facilities of KMCH, is a positive word of mouth communication being spread,
what sort of an attitude is prevailing about KMCH amongst the public. All these
uncertainties have given way for a research to address the problem.
There is one indicator, that is the number of new customers added to
the database that can tell about the spread of awareness about the facilities, but
the Marketing Manager does not want to solely go by these figures. It wants to
understand the situation in a better way in the presence of situational variables
and external influences like demand, competition etc.,
In a nut shell,
?
How far are the promotional measures of KMCH effective?
?
What is the level of awareness about the hospital, about the speciality
services in particular?
?
What is the position of KMCH in the midst of competition?
?
What is the image the people carry about Kovai Medical Center and
Hospital?
To address all these issues so that the hospital can take appropriate
measures a research has been called for to provide information on the level of
awareness of Superspeciality services offered by KMCH.
17
The below given figures (a and b) explain in a lucid way and also
justifies as to why this research has been undertaken. The hospital’s marketing
mix variables interact with the environmental variables i.e. indicated as
‘situational variables’ in figure shown below
. This has been classified as the
‘causes’ and the resultant responses from the interaction of the marketing and
situational variables have been classified as ‘effects’ in the figure. There are two
kinds of responses namely ‘Behavioural ‘response and ‘Performance’ measure.
This Research mainly focuses on the Behavioural response where we are trying
to measure the awareness about the various facilities of the hospital, the liking
and preference for the hospital.
Figure ‘b’ explains, what decisions one proposes to take as a result of
this research activity. The figure is self explanatory and this figure also justifies as
to why this research has been undertaken.
One more important aspect is that KMCH is adopting an expansion
strategy, i.e it is spreading its wings to various other towns and rural areas.
Hence this project would be incidentally useful for that purpose too.
18
CAUSES
EFFECTS
Marketing Mix Variables:
Behavioral Response:
Product ( various services
Awareness about the hospital
offered)
Knowledge
Price
Liking
Promotion (Promotional
Preference for KMCH
efforts undertaken by
hospital)
Place (Location of the
hospital)
Situational Variables:
Performance Measures:
Demand (for health
Image of the hospital
services)
Profit
Competition ( from other
Sales, market share, ROI.
hospitals)
Health Awareness
Disposable Income
19
Figure a: The Marketing System
The Decision Making
Situation
Defining the decision problem
Assessing the market situation
Assessing the alternative
courses of action to be taken.
Marketing Mix
Response
Situational
Variables
Decision to be taken:
Present level of marketing
efforts sufficient or not.
Whether a continuous,
intermittent or an aggressive
advertising strategy is to be
followed.
To decide if more efforts are to
be taken to promote a
particular speciality service
Behavioural
Performance
measure
RESEARCH
20
Figure b: The Decision to undertake research
CHAPTER 2
OBJECTIVES AND LIMITATIONS
2.1 OBJECTIVES OF THE STUDY
?
To assess the level of awareness about the various multispeciality
services provided by Kovai Medical Center and Hospital, Coimbatore
• To assess the level of awareness about the emergency and accident care
services provided by KMCH.
• To understand the competitive position of KMCH vis-à-vis its competitors
in the mutispeciality segment
• To measure the perception of people towards KMCH in terms of the
quality of facilities and services provided, cost and preference.
21
2.2 LIMITATIONS OF THE STUDY
?
During the data collection process there were some respondents who did
not have any idea about hospitals, yet responded, such responses might
have introduced a small bias in the results.
?
The samples were chosen from three particular areas of Coimbatore city
only as they seemed relevant. This may not be representative of the entire
population.
?
The respondents consisted of various classes of people with varying
levels of education, hence during the interviewing process the language
and words that was used to ask the question was modified suitably. This
might have made the respondents interpret the question in a different
fashion, Hence there is a possibility of a bias again here.
?
The liking or loyalty of the respondents to a particular hospital might have
made him respond unwillingly.
22
CHAPTER 3
RESEARCH METHODOLOGY
3.1
THE INFORMATION NEEDED BASED ON THE OBJECTIVES
• Information about whether people are aware about the emergency and
trauma care services.
• Information about whether people are aware about the emergency care
number and the network of ambulance services provided by KMCH.
• How did they come to know about the various services, is it through word
of mouth from somebody, is it through advertisements or some other
means.
• What do the people feel about the cost and quality of medical care
provided by KMCH
• To gather information to understand in which areas or services, other
hospitals fare better.
23
• Other qualitative information related to improving the services and
awareness of KMCH.
24
3.2 THE RESEARCH DESIGN
Exploratory phase
The basic problem to be addressed is the awareness of the various
speciality services provided by the hospital. In order to gain a sharper
perspective of the problem and develop the research dilemma into a more
precise formulation and state the problem clearly, a few days was spend in
studying the actual problem. The objectives and the problem became clear when
the researcher started interacting with the various people in the Marketing
Department. As a part of the exploration process the researcher had a look at the
various facilities and the various pamphlets, brochures of the hospital. By this
process, the objectives of the study could be stated clearly.
Performance Monitoring Research
The purpose of this project is to assess the awareness level of the
speciality services of the hospital. The purpose of the research looked at from
another perspective is to signal the presence of potential problems and
opportunities in the midst of competition. ‘What is happening at the market
place?’ was the question to be answered. KMCH needs to measure the
awareness levels and determine whether the marketing efforts pursued at
present are sufficient or not. The research design adopted was the performance
monitoring type.
25
3.3 DATA SOURCES
Primary Data
The
primary
data
was
collected
through
an
administered
Questionnaire. The Questionnaire consisted of a variety of questions that lay
consistent with the objectives of the research
Secondary Data
The advertisements published by the hospital, the catalogues,
brochures of the organization served as secondary sources of data.
3.4 DATA COLLECTION METHOD
The Direct – Structured type of data collection method was used for
data collection purpose. The interview mode was adopted for the collection of
data.
3.5 QUESTIONNAIRE DESIGN
Proper care has been taken to ensure that the information needs
match the objectives which in turn match the data collected through the
questionnaire. The basic cardinal rules of Questionnaire design like using simple
and clear words, the logical and sequential arrangement of questions has been
taken care of.
26
3.6 PRE – TESTING, REVISION, FINAL DRAFT
The
questionnaire
was
pretested
at
Mayflair
Apartments
in
Coimbatore. Around 25 respondents were included in the pretesting part of the
questionnaire. After the pretesting some open ended questions regarding the
suggestions to improve the services offered by KMCH was included. Also an
overall ranking question was incorporated into the questionnaire as it seemed to
be relevant to the study and consistent with one of the objectives, to analyse the
competitive position of KMCH. Other minor errors like spell check was also
performed after the pretest and appropriate corrections were made.
The ‘validity’ of the questionnaire was also looked into. Validity refers to
whether the Questionnaire is measuring what it is purported to measure. Content
Validity, i.e the contents of the questionnaire whether it is aligned with the
objectives was looked into by the marketing personnel of KMCH and necessary
approval was given. Also the questionnaire vividly points the various aspects of
the phenomenon (awareness) being measured and there is little to quarrel with.
By going through the process of validity confidence was developed that the
questionnaire is free from systematic errors.
The ‘reliability’ of a questionnaire refers to a measurement free from
random errors or put in another way, whether the results obtained from the
measurement are the same for a particular respondent when interviewed
between two intervals. Around 10 respondents in Mayflair were interviewed after
a period of 10 days and the results didn’t show any deviation. Hence reliability
was achieved.
27
Hence pretesting, the validity and the reliability aspects of the
questionnaire were taken care of.
3.7 SAMPLING TECHNIQUE
The target population chosen for the study was households of the
upper middle class category. These are the sampling units of the study. The list
of population members for the study were from three areas in Coimbatore
namely Sai baba colony, Nanjundapuram and Avinashi Road. This constituted
the sampling frame. The procedure adopted was ‘non – probability judgmental
sampling.’ A respondent would report for the family. The assumption would be
that family members are enough alike that responses within a family would tend
to be similar.
3.8 DATA ANLYSIS
After the data collection process, errors, omissions and other
ambiguities was sort out and Frequency tabulations were drawn to count the
number of cases that fall into various categories and descriptions about the
variables was made from the frequency tabulation.
Summary or descriptive statistics particularly cross tabulation with
percentages was used.
28
CHAPTER 4
ANALYSIS AND INTERPRETATION
TABLE 4.1
PROFILE OF THE RESPONDENTS
(a) GENDER
S.No Gender
1
2
Male
Female
Total
No. of
Percentage
Respondents
(%)
119
106
225
52.9
47.1
100
(b) AGE
S.No Age
1
2
3
4
5
6
Under 25
25 – 34 years
35 – 44 years
45 – 54 years
55 – 64 years
Beyond 64
Total
No. of
Percentage
Respondents
(%)
19
46
43
51
38
28
225
8.4
20.4
19.1
22.7
16.9
12.4
100
(c) OCCUPATION
29
S.No Occupation
1
2
3
4
5
6
7
Businessman
Self Employed
Professinal
Student
Professor/lecturer
House wife
Others
Total
No. of
Percentage
Respondents
(%)
25
15
17
12
8
70
74
225
11.1
6.7
7.6
5.3
3.6
31.1
32.9
100
(D) EDUCATION LEVEL
S.No Education Level
1
2
3
4
Post Graduate
Graduate
Schooling
No education
Total
No. of
Percentage
Respondents
(%)
71
108
43
3
225
31.6
48.0
19.1
1.3
100
The general profile of the respondants given above is self
explanatory. 53% interviewed were males and 47% females, Most
of the respondents were Executives and housewives. A large
percentage of them had a graduation or post graduation.
30
TABLE 4.2
AWARENESS ABOUT EMERGENCY SERVICES
PROVIDED BY KMCH
S.No.
1
2
Awareness about
emergency
services
Aware
Not aware
Total
No. of
Respondents
Percentage
(%)
192
33
225
85.30
14.70
100.0
INFERENCE
85.30% of the respondents are aware about the emergency and
accident care services of KMCH. Only 14.70 % are not aware. Hence the
awareness level of KMCH for emergency services is very high.
31
TABLE 4.3
AWARENESS ABOUT THE NETWORK OF AMBULANCE SERVICES
PROVIDED BY KMCH
S.No.
1
2
Awareness about
ambulance
services
Aware
Not aware
Total
No. of
Respondents
Percentage
(%)
164
61
225
72.90
27.10
100.0
INFERENCE
72.90% of the respondents are aware that KMCH has got a network of
ambulance services running in the city. Only 27.10% are not aware of such a
service.
32
TABLE 4.4
VISIT TO KMCH
S.No.
Visit to KMCH
No. of
Respondents
Percentage
(%)
1
2
Visited
Did not visit
Total
185
40
225
82.22
27.78
100.0
INFERENCE
82.22% of the respondents have visited KMCH for some purpose. I85
of the 225 respondents have made a visit to KMCH. Around 40 of them that is
27.78% have not visited the hospital
33
TABLE 4.5
PURPOSE OF VISIT TO KMCH
S.No.
1
2
3
4
5
Purpose of visit to
KMCH
No of
respondents
Percentage
(%)
Outpatient
Diagnostic services
Visitor
Inpatient
Others
Total
26
8
127
21
3
185
14.05%
4.32%
68.5%
11.35%
1.62%
100%
INFERENCE
Most of the respondents interviewed had come as a visitor only to
KMCH. 68.5% of the respondents had come as a visitor, 14.05% as inpatients,
11.35% as outpatients and 4.32% for diagnostic services.
TABLE 4.6
34
SATISFACTION LEVEL
S.No.
Satisfaction Level
No. of
Respondents
Percentage
(%)
1
2
3
4
Very much satisfied
Satisfied
Not Satisfied
Not at all satisfied
Total
23
143
13
6
185
12.43
77.30
7.03
3.24
100
INFERENCE
A majority of the respondents, i.e. 77.30% of the respondents feel
satisfied with the services provided by KMCH, around 12.43% are very much
satisfied with the service and 3.24% are not at all satisfied with the service.
TABLE 4.7
VARIOUS SPECIALITY SERVICES AND THE CORRESPONDING HOSPITALS
RECALLED FOR EACH SPECIALITY
Recalled Hospital
35
Speciality
Services
PSG
KMCH
KG
GKNM
RAM
No
recall
Total
Open heart
21
(9.3)
51
(22.7)
31
(13.8)
105
(46.7)
12
(5.3)
5
(2.2)
225
(100)
Kidney
transplants
20
(8.9)
62
(27.6)
46
(20.4)
22
(9.3)
18
(8.0)
57
(25.8)
225
(100)
Hip/Knee
Replace
16
(7.1)
66
(29.3)
27
(12.0)
13
(5.8)
39
(17.3)
64
(28.4)
225
(100)
Brain
Stroke
24
(10.7)
50
(22.2)
50
(22.2)
37
(16.4)
20
(8.9)
44
(19.6)
225
(100)
Infertility
15
(6.7)
29
(12.9)
11
(4.9)
53
(23.6)
53
(23.6)
64
(28.4)
225
(100)
Master
health
37
(16.4)
86
(38.2)
40
(17.8)
29
(12.9)
9
(9)
24
(10.7)
225
(100)
Emergency
Services
22
(9.8)
78
(34.7)
55
(24.4)
28
(12.4)
20
(8.9)
22
(9.8)
225
(100)
Reasonabl
e Cost
42
(18.7)
36
(16.0)
8
(3.6)
81
(36.0)
36
(16.0)
22
(9.8)
225
(100)
Total
197
(10.9)
458
(25.4)
268
(14.9)
368
(20.4)
207
(11.5)
302
(16.8)
1800
(100)
INFERENCE
The above table shows the hospitals recalled when it comes to the
various specialities.
36
It can be seen from the above table that for Open heart surgeries,
GKNM has a share of 46.7% of the recalls followed by KMCH with 22.7%. For
kidney transplants KMCH has the largest number of recalls with a share of 27.6%
followed by KG with 20.4%. Hip/Knee replacements KMCH again has the most
number of recalls with 29.3% followed by Ramakrishna 17.3%. For brain stroke
KMCH and KG stand equal with 22.22% each. For Infertility GKNM and
Ramakrishna have 23.6%. For Master health KMCH is much higher than all the
other hospital with 34.7%. Emergency services also KMCH has the largest share
for recalls with 34.7%. In cost terms GKNM is perceived to be the most
reasonable with 36.0% followed by PSG with 18.7%
It can also be noticed from the table that for kidney transplants,
hip/Knee replacements and Infertility, the number of those who were not able to
recall any of the hospitals also constitute a large number.
Overall it can be seen that KMCH has the most number of recalls with
25.4% of the total recalls followed by GKNM with 20.4%
TABLE 4.8
SOURCE OF AWARENESS FOR EMERGENCY SERVICES
S.No.
Source of awareness of
emergency service
No. of
Respondents
Percentage
(%)
37
1.
2.
3
4
5
6
Through Friends Relatives
Family Doctor
Patient References
Advertisements in newspaper
KMCH is popular
Through people working in
58
6
13
45
30
12
26.5
2.7
5.9
20.6
13.7
5.48
7
8
KMCH
Advertisement Hoardings
Others
Total
41
14
219*
18.7
6.4
100
*Those who said they were aware about emergency services were only 192. The responses
show a value of 219 because some of the respondents claimed that they came to know about the
emergency service through more than one source.
INFERENCE
The source through which maximum awareness was gained was
through friends/relatives (word of mouth) which is 26.5% followed by
Advertisement in newspaper 20.6% and Advertisement Hoardings 18.7%.
TABLE 4.9
SOURCE OF AWARENESS FOR AMBULANCE SERVICES
S.No.
1.
2.
3
4
Source of awareness of
ambulance service
Through Friends Relatives
Family Doctor
Patient References
Advertisements in newspaper
No. of
Respondents
49
4
5
39
Percentage
(%)
27.4
2.2
2.8
21.8
38
5
6
KMCH is popular
Through people working in
18
11
10.1
6.2
7
8
KMCH
Advertisement Hoardings
Others
Total
41
12
179*
22.9
6.7
100
*Those who said they were aware about the network of ambulance services were only 164. The
responses show a value of 179 because some of the respondents claimed that they came to
know about the ambulance service through more than one source .
INFERENCE
As it was for emergency services, even for ambulance services, most
of the respondents came to know of the services through friends/relatives,
followed by advertisement hoardings of 22.9% and Advertisement in newspaper
21.8%
TABLE 4.10
RECALL OF EMERGENCY CARE NUMBER
S.No.
1.
2.
3
4
5
Aware of emergency care
number
2627999
98422 - 82799
Have it noted in my diary
Others
Not aware
Total
No. of
Respondents
18
6
24
2
142
192
Percentage
(%)
9.38
3.13
12.5
1.04
73.96
100
INFERENCE
39
73.96% are not aware about the about the emergency care number
which is a very low figure. Around 9.38% could recall the number 2627999 and
3.13% could recall the number 98422 – 82799. 12.5% have the number noted in
their diary.
TABLE 4.11
AWARENESS ABOUT THE ACCIDENT CARE/TRAUMA CARE CENTRES
S.No.
1.
2.
3
4
5
6
7
Aware of accident
care/trauma care
Neelambur
Thekkalur
Annur
Udumalpet
Perundurai
Ramnagar
Erode
No. of
Respondents
94
71
23
16
34
128
22
Percentage
(%)
41.77
31.5
10.2
7.1
15.1
56.88
9.7
INFERENCE
40
Neelambur, Thekkalur and Ramnagar are highly popular with 41.77%,
31.5% and 56.88% respectively. The Accident care centres at Annur, Udumalpet
Perundurai and Erode show a percentage of 10.2%, 7.1%, 15.1% and 9.7%
respectively
TABLE 4.12
LEVEL OF AWARENESS ABOUT THE VARIOUS SPECIALITY SERVICES
OFFERED BY KMCH
Level of awareness
Speciality
Services
I Know it
Heard of
No idea
it
Open heart
114
(50.7)
48
(21.3)
63
(28.0)
225
(100)
Kidney
transplants
76
(31.6)
47
(20.0)
102
(44.9)
225
(100)
Hip/Knee
Replace
71
(31.6)
45
(20.0)
109
(48.4)
225
(100)
Brain Stroke
72
(32.0)
41
(18.2)
112
(49.8)
225
(100)
Total
41
Infertility
60
(26.7)
43
(19.1)
122
(54.2)
225
(100)
Master health
151
(67.1)
37
(16.4)
37
(16.4)
225
(100)
Interventional
Radiology
50
(22.2)
52
(23.1)
123
(54.7)
225
(100)
Total
594
(37.71)
313
(19.87)
668
(42.41)
1575
(100)
42
INFERENCE
?
Open heart surgery has an awareness level of 50.7%
?
For Hip/Knee replacement a larger portion of the respondents i.e 48.4%
are not aware of the speciality.
?
49.8% of the respondents have no idea about the brain stroke facility
provided by KMCH
?
Infertility also has a least awareness level. Only 26.7% know about the
service whereas 54.7% have no idea about the speciality provided.
?
For master health the awareness is satisfactory with 67.1%
?
Interventional Radiology – 54.7% of the respondents were not aware of
the facility at all.
?
In total, 42.41% have no idea about the superspeciality services, 37.71%
know about the services and 19.87% have heard about the speciality
services.
?
10 respondents out of the 225 did not know about any of the speciality
services provided by KMCH
43
TABLE 4.13
SOURCE OF AWARENESS ABOUT SPECIALITY SERVICES
S.No.
1.
2.
3
4
5
6
7
Source of awareness of
speciality services
Through Friends Relatives
Family Doctor
Patient References
Advertisements in newspaper
KMCH is popular
Through people working in
No. of
Respondents
87
6
20
56
44
17
Percentage
(%)
35.51
2.45
8.16
22.86
17.96
6.94
KMCH
Others
Total
15
245
6.12
100
INFERENCE
Most of the respondents, i.e. 35.51% of the respondents say that they
came to know of the specialities offered by KMCH through their friends and
relatives. Hence KMCH has a positive word of mouth. 22.86% say that
newspaper was the source through which they came to know and 17.96% claim
that KMCH is a popular hospital and they know it somehow.
TABLE 4.14
44
PERCEPTION ABOUT THE COST OF SERVICES PROVIDED BY KMCH
S.No
1
2
3
4
5
KMCH is providing
services at a
reasonable cost
Agree Completely
Agree Somewhat
Neither agree nor
No. of
Respondents
Percentage
(%)
38
62
16.9
27.6
53
39
33
225
23.6
17.3
14.7
100
disagree
Disagree somewhat
Disagree Completely
Total
INFERENCE
16.9% ‘agree completely’ that KMCH is providing services to the public
at a reasonable cost. A larger percentage of the respondents lie in the Agree
Somewhat category, and 23.6% tend to stand neutral. 17.3% and 14.7%
Disagree somewhat and disagree completely respectively.
TABLE 4.15
PERCEPTION ABOUT THE QUALITY OF MEDICAL CARE
45
S.No
1
2
3
4
5
Quality of medical
care - international
standards
Agree Completely
Agree Somewhat
Neither agree nor
No. of
Respondents
Percentage
(%)
38
82
16.9
36.4
68
18
19
225
30.2
8.0
8.4
100
disagree
Disagree somewhat
Disagree Completely
Total
INFERENCE
36.4% of the respondents ‘agree somewhat’ with the statement that
Quality of medical care can be compared to international standards. 30.2% did
not want to comment upon it and stood neutral to the statement. Around 8% of
the respondents disagree completely with the statement.
TABLE 4.16
PERCEPTION ABOUT THE QUALITY OF ACCIDENT CARE SERVICES
S.No
KMCH has excellent
accident care
services
No. of
Respondents
Percentage
(%)
46
1
2
3
4
5
Agree Completely
Agree Somewhat
Neither agree nor
99
59
44.0
26.2
disagree
Disagree somewhat
Disagree Completely
Total
52
8
7
225
23.1
3.6
3.1
100
INFERENCE
44% ‘Agree completely’ with the statement that KMCH has excellent
accident care services. 26.2% Agree somewhat and 23.1% Neither agree nor
disagree. The percentages of those who Disagree somewhat and completely are
very small (3%)
TABLE 4.17
PERCEPTION ABOUT PREFERENCE FOR KMCH
1
2
KMCH will be my
preferred hospital in
future
Agree Completely
Agree Somewhat
No. of
Respondents
Percentage
(%)
69
66
32.9
29.3
47
3
4
5
Neither agree nor
disagree
Disagree somewhat
Disagree Completely
Total
67
14
9
225
29.8
6.2
4.0
100
INFERENCE
A large percentage, 32.9% ‘Agree completely’ that KMCH may be their
preferred hospital and 29.3% ‘Agree Somewhat’ with the statement. These
figures show a high potential for KMCH. Around 29.8% stood neutral to the
statement.
TABLE 4.18
PERCEPTION ABOUT RECOMMENDING KMCH TO OTHERS
S.No
1
2
3
In future I will
recommend KMCH
to others
Agree Completely
Agree Somewhat
Neither agree nor
disagree
No. of
Respondents
Percentage
(%)
74
68
32.9
30.2
59
26.2
48
4
5
Disagree somewhat
Disagree Completely
Total
11
13
225
4.9
5.8
100
INFERENCE
Around 63% (32.9 + 30.2) lie in the agree domain for the statement
that they would recommend KMCH to others. Hence this is also a strong asset to
KMCH. 26.2% ‘Neither agree nor disagree’ with the statement. 4.9% Disagree
somewhat and 5.8% Disagree completely.
TABLE 4.19
AWARENESS ABOUT THE EMERGENCY SERVICES AND THE PERCEPTION
ABOUT THE QUALITY OF THE ACCIDENT CARE SERVICES
KMCH has excellent accident care services
Aware of
emergency
AC*
AS
NAD
DS
DC
Total
services
49
Aware
Not aware
Total
95
49
35
7
6
192
(49.5)
(25.5)
(18.2)
(3.6)
(3.1)
(100)
4
10
17
1
1
33
(12.1)
(30.3)
(51.5)
(3.0)
(3.0)
(100)
99
59
52
8
7
225
(44)
(26.22)
(23.11)
(3.56)
(3.11)
(100)
*AC-Agree Completely, AS-Agree Somewhat, NAD-Neither Agree nor Disagree, DS- Disagree
Somewhat, DC – Disagree Completely
INFERENCE
It can be noted that a large percentage of the respondents lie within
the agree domain, i.e, 45% Agree completely and 25.5% Agree Somewhat,
Hence for those who are aware of the emergency services of KMCH they
perceive the accident care services to be excellent.
For those who not aware of the emergency service a larger proportion
of them lie in the Neither Agree nor Disagree bracket.
Whether they are aware of the emergency services or not aware of the
emergency only a small percentage of them lie on the disagree side which can
be seen from the table above.
50
TABLE 4.20
AWARENESS ABOUT THE EMERGENCY SERVICES AND RECALL OF
VARIOUS HOSPITALS WHEN IT COMES TO EMERGENCY SERVICES.
Recall for Emergency services
Aware of
Emergency
Services
PSG
KMCH
KG
GKNM
RAM
NO
RECALL
Total
Yes
19
(9.9)
74
(38.5)
44
(22.9)
22
(11.5)
16
(8.3)
17
(8.9)
192
(100)
51
No
3
(9.1)
4
(12.1)
11
(33.33)
6
(18.2)
4
(12.1)
5
(15.1)
33
(100)
Total
22
(9.78)
78
(34.67)
55
(24.4)
28
(12.44)
20
(8.89)
22
(9.78)
225
(100)
INFERENCE
38.5% of those who are aware of emergency services have also
recalled KMCH when asked which hospital came to their mind first when it came
to emergency services. The nearest competitor being KG Hospital (22.9%), but
going by those who do not know about emergency services KG Hospital tops the
list (33.33%). It is revealed from the table that KG is the nearest competitor to
KMCH as far as emergency services are concerned
52
TABLE 4.21
TOTAL NUMBER OF RESPONDENTS THOSE AWARE ABOUT THE
SPECIALITY SERVICES AND THE TOTAL NUMBER OF THEM WHO HAVE
RECALLED KMCH
Speciality
Services
Total Number of
people aware of
the specialties
amongst the 225
respondents
(a)
Total number of
people who
recalled KMCH
(among those
aware)
(b)
Recalled
KMCH
(b)/(a)*100
(%) (c)
Did not
recall
KMCH
100 - c
Open heart
114
51
44.7
55.3
Kidney
transplants
76
62
81.6
18.4
Hip/Knee
replacement
71
66
92.9
7.1
Brain Stroke
72
50
69.4
30.6
Infertility
60
29
48.3
51.7
Master health
151
86
56.9
43.9
Emergency Care
192
78
40.6
59.4
INFERENCE
It can be noted from the above table that out of the 114 people who
know about KMCH only 51 (44.7%) were able to recall KMCH. Similarly only
48.3%, 40.6% of the respondents have recalled for infertility and emergency
services respectively. Hip/Knee replacement and Kidney transplants show high
values of 81.6% and 92.9% respectively.
53
TABLE 4.22
TOTAL NUMBER OF THOSE WHO ARE NOT AWARE ABOUT THE
SPECIALITY SERVICES OF KMCH AND THE HOSPITAL THEY HAVE
RECALLED
Recalled Hospital
Not aware
Speciality
Services
PSG
KMCH
KG
GKNM
RAM
No recall
Total
Open heart
15
(13.51)
14
(12.61)
17
(15.32)
53
(47.75)
7
(6.31)
5
(4.50)
111
(100)
Kidney
transplants
16
(10.74)
23
(15.44)
32
(21.48)
19
(12.75)
10
(6.71)
49
(32.89)
149
(100)
Hip/Knee
Replace
12
(7.79)
22
(14.29)
20
(12.99)
11
(7.14)
31
(20.13)
58
(37.66)
154
(100)
Brain Stroke
19
(12.42)
17
(11.11)
41
(26.80)
25
(16.34)
14
(9.15)
37
(24.18)
153
(100)
Infertility
12
(7.27)
13
(7.88)
7
(4.24)
42
(25.45)
36
(21.84)
55
(33.33)
165
(100)
Master
health
15
(20.27)
12
(16.22)
22
(29.73)
12
(16.22)
5
(6.76)
8
(10.81)
74
(100)
Total
89
(11.04)
101
(12.53)
139
(17.25)
162
(20.10)
103
(12.78)
212
(26.30)
806
INFERENCE
It can be seen from the above table that among those who are not
aware about the speciality services, recall for other hospitals (i.e for the question
which hospital comes to your mind first when it comes to various specialities) are
greater, like for open heart, infertility GKNM tops the list with 47.5%, for Kidney
54
transplants, Brain stroke KG seems to be more popular with 21.48% and 26.80%
respectively. It must also be noted that a large percentage of the respondents
have not been able to recall any hospitals for kidney transplants, hip/knee
replacement, Brain stroke and infertility, hence the respondents don’t know which
hospital has such speciality services also.
55
TABLE 4.23
PURPOSE OF VISIT TO KMCH AND THEIR CORRESPONDING OPINION
REGARDING THE RECOMMENDATION OF KMCH TO OTHERS
In future I will Recommend KMCH
Purpose of
visit
AC
AS
NAD
DS
DC
Total
Treatment
24
(41.43)
14
(24.1)
14
(24.1)
2
(3.4)
4
(6.9)
58
(100)
Visitor
43
(33.8)
40
(31.5)
27
(21.3)
9
(7.1)
8
(6.3)
127
(100)
Total
67
(36)
54
(29.2)
41
(22.0)
11
(10.0)
12
(6.5)
185
(100)
INFERENCE
Whether the purpose of visit to the hospital is for treatment or just a
visit around 36% of the people who have come say that they would definitely
recommend KMCH to others and 29.2% also agree to a certain extent that they
would recommend KMCH to others. The percentage of people who disagree
aggregates to 16.5% (10+6.5) in total. Hence KMCH has a huge potential as far
as word of mouth communication is concerned.
TABLE 4.24
PURPOSE OF VISIT TO KMCH AND THEIR CORRESPONDING OPINION
WHETHER KMCH WOULD BE THEIR PREFERRED HOSPITAL IN FUTURE
KMCH may be my preferred hospital
Purpose of
visit
AC
AS
NAD
DS
DC
Total
Treatment
19
(32.8)
18
(31.03)
16
(27.6)
3
(5.2)
2
(3.4)
58
(100)
Visitor
46
(36.2)
32
(25.2)
34
(26.8)
9
(7.1)
6
(4.7)
127
(100)
Total
65
(35.1)
50
(27)
50
(27)
12
(6.5)
8
(4.3)
185
(100)
INFERENCE
A total of approximately 62% (35.1 + 27) of the respondents agree that
they may come to KMCH if a need arises; hence this shows huge potential for
KMCH. We must also make note of the fact that around 27% “neither agree nor
disagree” to the statement and stand neutral.
lvii
TABLE 4.25
PURPOSE OF VISIT TO KMCH AND THEIR CORRESPONDING OPINION
ABOUT THE QUALITY OF MEDICAL CARE PROVIDED
Quality of medical care -international standards
Purpose of
visit
AC
AS
NAD
DS
DC
Total
Treatment
8
(13.8)
21
(36.2)
15
(25.9)
9
(15.5)
5
(8.6)
58
(100)
Visitor
25
(19.6)
46
(36.2)
35
(27.6)
8
(6.3)
13
(10.23)
127
(100)
Total
33
(17.8)
67
(36.2)
50
(27.0)
17
(9.2)
15
(9.7)
185
(100)
INFERENCE
The table above indicates that a larger proportion of the respondents
(36.2%) rather “Agree somewhat” only to the statement ‘Quality of medical care
provided by KMCH can be compared with international standards.’ Among those
who came for treatment 13.8% only ‘Agree completely’ and for those who came
as a visitor 19.6% ‘agree completely’. Hence there is a tremendous commitment
on the part of KMCH to improve the quality of medical care.
lviii
TABLE 4.26
PURPOSE OF VISIT TO KMCH AND THEIR CORRESPONDING OPINION
REGARDING THE COST ASPECT OF KMCH
KMCH is providing services at a reasonable cost
Purpose of
visit
AC
AS
NAD
DS
DC
Total
Treatment
10
(17.2)
24
(41.4)
7
(12.1)
10
(17.24)
7
(12.1)
58
(100)
Visitor
24
(18.9)
27
(21.25)
28
(22.0)
26
(20.5)
22
(17.3)
127
(100)
Total
34
(18.3)
51
(27.6)
35
(18.9)
36
(19.5)
29
(15.7)
185
(100)
INFERENCE
The respondents who came for treatment – around 41% of them don’t
feel comfortable in agreeing completely that KMCH is providing services at a
reasonable cost. The ‘neither agree nor disagree’ and the ‘Disagree’ category put
together:
?
Those who came for treatment: 12.1 + 17.24 + 12.1 = 41.44% feel KMCH
is costly.
?
Those who came as a visitor:
28 + 26 + 22 = 59.8% feels that KMCH is
costly.
Hence cost is a critical aspect to be examined by KMCH
lix
TABLE 4.27
OVERALL RANKINGS OBTAINED BY VARIOUS HOSPITALS IN TERMS OF
COST, QUALITY AND PREFERENCE
Ranking
Hospitals
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
No Weightage Overall
Score
rank
Rank
Weightage
6
5
4
3
2
1
PSG
24
32
48
55
38
28
765
IV
KMCH
63
48
39
36
22
17
943
II
KG
26
32
28
37
78
24
719
V
GKNM
74
57
41
19
20
14
1004
I
Ramakrishna
28
42
47
49
37
22
809
III
Total
215
211
203
196
195
105
INFERENCE
From the overall ranking figures it can be seen that GKNM occupies
the first place with 1004 points, close on the heels to GKNM is KMCH with 943
points followed by Ramakrishna, PSG and KG respectively.
lx
TABLE 4.28
COMMENTS / VIEWS REGARDING KMCH (OPEN ENDED QUESTION)
S.No Category
1
2
3
4
5
6
No. of
Percentage
Respondents
(%)
Charges are very high (Costly)
Bitter Experience at KMCH
Problem of Accessibility ( Distance)
In house services improvement
49
4
19
38
3.1
14.7
(suggestions)
Positive opinion
General Suggestions
Total
21
26
10
129
16.3
20.2
7.8
100
INFERENCE
There were 129 who responded to the open ended question (Offer you
comments/views about KMCH). Their views were classified carefully into six
categories as shown above. 38% feel the charges are on the higher side, 20.2%
have given positive comments about KMCH 16.3% have suggested that the
services delivery inside the hospital is to be improved. 14.75 claimed that the
hospital was outside the city limits and accessibility is a problem. 7.8% have
given general suggestions to the hospital and 3.1% have had a bitter experience
at KMCH.
lxi
CHAPTER 5
FINDINGS
?
KMCH has a good popularity as far as emergency and ambulance
services are concerned. More than 80% are aware about emergency
services and more than 70% are aware about the network of ambulances
provided by KMCH. Though these figures are satisfactory, the responses
to the other questions related to emergences services were poor. 74% of
the respondent could not recall even one emergency care number. Only
Neelambur, Thekkalur and Ramnagar areas have a high degree of
awareness.
?
Overall KMCH has attracted the most number of recalls (35%) when
asked which hospital comes to their mind when it comes to emergency
services. When the respondents were segmented into those aware of the
accident care services and those not aware, it was found that amongst
those aware 38.5% recalled KMCH and those not aware 33.5% recalled
KG. KG could be considered the nearest competitor to KMCH.
?
A miniscule of 6% only disagreed with the statement that “KMCH is
providing excellent accident care emergency care”. Amongst those not
aware about emergency services 51% stood neutral to the statement.
Amongst those aware 49.5% Agreed completely and 25.5% Agreed
somewhat. This is a great strength to the hospital.
?
Except Master health and Emergency Care services a large proportion of
the respondents claimed that they have ‘No idea’ about the speciality
services. Overall KMCH has attracted the most number of recalls for
lxii
Kidney Transplants (28%), Hip/Knee replacement (29%), Brain stroke
(22%) and Master health (38%)
?
The respondents were divided into those who are aware of the speciality
and those not aware. It was found that amongst those aware itself a large
number have not recalled KMCH for Open heart (55%), Infertility (52%),
Master health (44%), Emergency care (60%). These figures show that
only awareness is there but no preference is there.
?
There are many who have claimed that they have ‘heard about’ or had ‘no
idea’ about the facilities. GKNM had the most number of recalls for open
heart surgeries among these respondents (48%), Kidney Transplants: KG
(21.5%), Hip/Knee Replacement: Ramakrishna (20%), Brain Stroke: KG
(27%), Master health: KG (30%), Infertility: GKNM (25%). All these
hospitals are the competitors to KMCH in their respective specialities.
?
When asked to recall the most reasonable cost hospital, 38% recalled
GKNM, followed by PSG (19%), and followed by KMCH and Ramakrishna
with 16%. Those who came for treatment to the hospital, 41% ‘Agree
somewhat’ KMCH is providing services at a reasonable cost and those
who came as visitors 21% Agree somewhat with the statement. Around
50% of the respondent lie in the Neither Agree nor disagree and Disagree
category. Also for the open-ended question around 38% gave comments
that the charges of KMCH were on the higher side. All these show that
cost wise KMCH is at a comparative disadvantage.
?
Most of the respondents, 77% were satisfied with the services of KMCH.
Only a small percentage were dissatisfied. When asked to rank the
various hospitals in terms of cost, quality and preference GKNM occupies
the first place with 1004 points, followed by KMCH with 943 points and
followed by Ramakrishna with 809 points.
lxiii
?
Whether the respondents have come for treatment or as a visitor, a
majority of them, around 62% agree that they would prefer KMCH, and
around 62% responded that they would recommend KMCH to others.
There is a trade – off here as for some of the specialties, though many
were aware that it was available in KMCH they didn’t recall KMCH, when
asked which hospital comes to your mind first for the various specialities.
?
Be it Emergency care, ambulance services or awareness about the
various specialities, the maximum source through which people have
gained
awareness
is
through
Friends/
Relatives,
followed
by
Advertisements in newspapers and billboards.
TO SUM IT ALL,
?
If the awareness level satisfaction scale was divided into ‘Highly
Satisfied’, ‘Satisfied’, and ‘Not Satisfied’ and ‘Not at all satisfied’, KMCH’s
awareness level would fall under the satisfactory level.
?
The competitive position of KMCH could be termed as comfortable but
not very comfortable as there were many who couldn’t recall even one
hospital for the various specialities. Also many hospitals had recalls close
to KMCH for various specialities.
?
The hospital is perceived to be ‘costly’ by many though many prefer
KMCH as their hospital.
lxiv
CHAPTER 6
SUGGESTIONS
?
The hospital should try and position itself as a “common man hospital” or a
“value for money hospital” by carrying out a routine advertising campaign
as many perceive the charges of the hospital are on the higher side.
?
The expertise of the doctors should be projected rather than the facilities
alone. Such kind of projection would help the hospital to differentiate itself
in a better way.
?
Awareness about the various speciality services has spread mainly
through word of mouth communication, which the research has revealed.
So this is a strength which the organization should try to leverage upon.
For a positive word of mouth communication to spread the service delivery
system has to be perfected and fine tuned. This was known when
interacting with the respondents during the data collection process.
?
The cleanliness and maintenance of the canteen, reception arrangements,
adherence to appointments, reduction in the waiting time of the patients
and courtesy shown by the employees are some of the additional and
important factors which need regular attention apart from the prime motive
of Diagnosis and treatment. In marketing parlance if all these factors are
looked into more opinion leaders would be created (an opinion leader is
one who informally influences the actions and attitudes of others)
lxv
?
The advertisements displayed by the hospital would add value to the word
of mouth communication process. Advertisements related to the
emergency care number of KMCH, Interventional Radiology procedures
needs to be given a more focused thought. The intensity of advertising
needs to be enhanced and a continuous advertising campaign about the
doctors and facilities in tandem would help the people recall KMCH, retain
it at the top of their mind and come to KMCH when the need arises.
?
The advertisements of the hospital should have a rational appeal, i.e
justifying the cost aspect of the hospital consciously. Many claim that
accessibility is a problem, as the hospital is outside city limits. This
problem can be overcome judiciously by claiming the facilities provided by
KMCH as a unique one and it’s worth the visit to the hospital.
lxvi
CHAPTER 8
CONCLUSION
The study “Assessment about the level of awareness of various Speciality
services offered by KMCH” has brought to the surface certain gray areas where
the hospital needs to pay attention. It has also revealed certain things which the
hospital can feel good about. KMCH has to mainly focus on the ‘cost aspect’ as
this is the most important criterion to be met if more people are to be drawn into
the hospital. There is a general perception that taking treatment at KMCH is a
costly affair which is to be eradicated. The cost aspect and the premium quality
offered should form an integral part of the advertising. The responsibility vests on
the Marketing Department to highlight the hospital as one in which ‘you pay only
for the quality service, and the service is of premium quality’. This could be
adopted as the advertising motto. Continuous advertising about emergency care
number and various specialties offered should be undertaken. In terms of
technical expertise, KMCH has an edge over others.
Cleanliness of the hospital, Adherence to appointments, Canteen
Facilities, Waiting time, Reception arrangements have long been the mantra for
satisfying the patients and visitors who come to KMCH, apart from the diagnosis
and treatment. The study has also authentically proved that all these factors
needed to be improved on a continuous basis in order to sustain its competitive
position.
lxvii
QUESTIONNAIRE
I am M.Saravanan, M.B.A., student of Kongu Engineering College, Erode conducting
a survey on Awareness about the health facilities in Coimbatore along with Kovai
Medical Center and hospital, Coimbatore. The details are asked purely for research
purpose and to improve the health services to the public. Kindly spend a few minutes
to fill this form. Please try to attempt all the questions.
1) To help us analyze this survey please give us the following details:
a) Gender
? Male
? Female
b) Your approximate age?
? under 25
? 25 – 34
? 35 – 44
? 45 – 54
? 55 – 64
c) Your Occupation
? Businessman
? Self employed
? Professional(Dr. / Lawyer/Engr)
? Student
? Professor / Lecturer
? Executive / Employed
? Housewife
d) Your Income level / Year approximately?
? Less than Rs.1lakh
? Rs.1lakh – Rs.3lakhs
? Rs.3lakhs – Rs.5lakhs
? Greater than Rs.5 lakhs
e) Educational Qualification?
? Post Graduate
? Completed my schooling
? Graduate
? Did not under go education
? others, ____________
lxviii
2.
S.No
Which hospital comes to your mind first when it comes to the following?
Specialties
PSG
KMCH
KG
GKNM
RAM
1
Open heart surgeries
/ Angioplasties
?
?
?
?
?
2
Kidney Transplants /
Dialysis
?
?
?
?
?
3
Hip and Knee
replacement
?
?
?
?
?
4
Brain Stroke
?
?
?
?
?
5
Infertility Clinic
?
?
?
?
?
6
Master Health Check
up
?
?
?
?
?
7
Emergency Services
?
?
?
?
?
8
Most reasonable cost
?
?
?
?
?
i) If you have not ticked KMCH for any of the above, State your reason:
? I believe the other hospital to be better
? The other hospital is less expensive
? Because of specialists availability at the hospital
? because I am aware of the service only in that hospital
? Others, Specify ______________
lxix
3) KMCH has 24 hours emergency and accident care services. Do you know
about it?
? Yes
? No
i) If your answer to the above question is “Yes”, then how did you know about it?
? through friends / Relatives
? Family Doctor
? Patient references
? Advertisements in newspapers
? because KMCH is
very popular
? through people working in KMCH ? advertisement boards on the Roads
? Others, specify ____________
4) KMCH has a network of ambulances at various places for emergency care Do
you know about it?
? Yes
? No
i) If your answer to the above question is “Yes”, then how did you know about it?
? Through friends / Relatives
? Family Doctor
? I have seen the ambulance
? Advertisements in newspapers
?
because KMCH is very popular
? through people working in KMCH ?advertisement boards on the Roads
? others, specify ____________
5) The following are the accident care / trauma care centres of KMCH. Which are
the centres you are aware of?
? Neelambur ? Thekkalur
? Annur
? Perundurai ? Ramnagar (Cbe)
? Erode
? Udumalpet
?Gobi
lxx
? 550001
? 2627999
? 9894350177 ? 98422-82799
? 5512129
? 2946912
? 98430-72114
? 9443622510
? Don’t Know the number ? Have it noted in diary
i) If you know the number for the above question, how did u know it?
? Advertisements in newspapers
? because KMCH is very popular
? advertisement boards on the Roads
? through friends/ Relatives
? Personal experience with emergency care
? others, specify _____________________
7) Are you aware about the following facilities / Services provided by KMCH?
S.No
1.
2
3
4
5
I
I
know
have
Facilities/Services
it
heard
Provided
very
about
well
it (2)
(1)
Open heart
surgeries /
?
?
angioplasties /
pediatric heart
surgeries
Kidney Transplants
?
?
/ Dialysis
Hip and Knee
?
?
replacement
Treatment for brain
stroke (by
?
?
interventional
radiology)
?
?
Treatment for
infertility (by
assisted
reproductive
No
idea
(3)
?
?
?
?
?
lxxi
technique)
Master health
?
?
?
6
check up
i) i) If your answer to the above question is “I know it” or “I have heard about
it”, how did you come to know about the facilities ?
? Through friends / Relatives ? Family Doctor
? Patient references
? Advertisements in newspapers
? because KMCH is very popular
? through people working in KMCH
? others _________________________
8) There are a few statements written below, for each one we would like you to
tell whether you agree or disagree with it. (READ THE STATEMENTS BELOW)
S.N
o
1
2
5
3
Statement
KMCH is
providing
services to the
public at a
reasonable
cost
The quality of
medical care
provided by
KMCH can be
compared with
international
standards
KMCH has
excellent
accident care
and
emergency
services
KMCH will be
my most
preferred
hospital when
it comes to
health
Neither
Agree
Agree
Agree
Disagree
Disagree
Completely Somewhat
not
Somewhat Completely
Disagree
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
lxxii
In future I will
recommend
KMCH to
others
4
?
?
?
?
?
9. i) Have you been to KMCH?
? Yes
? No
ii) If yes, for what purpose?
? As an outpatient
? for diagnostic services ? Came as a visitor
As an inpatient
?Others, Specify ____________
?
iii) What was your satisfaction level at KMCH
? Very Satisfied
? Satisfied
? Not Satisfied
? Not at all Satisfied
10) If you are asked to rank the following hospital in terms of Quality, Cost and
your preference how would you rank them from 1 to 5?
PSG
___________
KMCH
___________
KG
___________
GKNM
___________
RAMAKRISHNA
___________
11) Your comments, suggestions and views regarding KMCH:
________________________________________________________________
________________________________________________________________
Thank you for your assistance and cooperation in the survey.
lxxiii
REFERENCES
?
AAKER, KUMAR, DAY “ Marketing Research” – John Wiley & Sons, 7 th
edition
?
AMIR D ACZEL, JAYAVEL SOUNDERAPANDIAN “ Complete Business
Statistics” – Tata McGraw Hill 5th Edition
?
LEON.G.SCHIFFMAN, LESLIE LAZAR KANUK “ Consumer Behaviour”
Pearson Education
?
THOMAS KINNEAR, TAYLOR “ Marketing Research” McGraw hill
Publishing Company (1991)
?
ROGERS, WILLIAMS “Introduction to Health Services” McGraw Hill
Publishing Company (1993)
lxxiv
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