Project Report on Awareness of Specialty Services Offered By Kovai Medical Center

Description
Project Report on Awareness of Specialty Services Offered By Kovai Medical Center

ASSESSMENT ABOUT THE LEVEL OF Project Report on
Awareness of Specialty Serices Offere! By "oai Me!ical
#enter An! Hospital $n T%e #oi&'atore Re(ion
By
M)SARAVANAN
Re()No) *++,-.-+,-/
of
"ON0U EN0$NEER$N0 #OLLE0E1 PERUN2URA$)
A PRO3E#T REPORT
Submitted to the
FA#ULT4 OF MANA0EMENT S#$EN#ES
In partial fulfillment of the requirements
for the award of the degree
of
MASTER OF BUS$NESS A2M$N$STRAT$ON
3UNE1 5,,6
BONAF$2E #ERT$F$#ATE
Certified that this project report titled 7ASSESSMENT ABOUT THE
LEVEL OF A8ARENESS OF SPE#$AL$T4 SERV$#ES OFFERE2 B4 "M#H $N
THE #O$MBATORE RE0$ON9 is the bonafide 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.
Serisor 2irector
Via ; Voce %el! on <<<<<<<<<<
$nternal E=a&iner E=ternal E=a&iner
2
ABSTRA#T
>Assessment about the level of awareness of speciality services offered by
Kovai edical center and hospital in the Coimbatore region! is a project aimed at
studying the awareness about the various speciality services offered by KC",
the compettive position of KC", the perception of people towards KC" in
terms of cost, #uality and preference. $he speciality services include %pen heart
surgeries, Kidney transplants, "ip and Knee replacements, Brain Stroke,
&nfertility, 'mergency services and interventional radiology.
&nformation pertaining to whether one is aware about KC"!s speciality
services or not was collected. KC", K(, )S(, (K*, +amakrishna are the
leading hospitals in Coimbatore. ,hich 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. &n order to assess the perception of the
respondants towards KC" some agree - disagree #uestions were asked. $hey
were used to assess their liking and preference for KC".
$he type of research adopted was the )erformance monitoring type. $he
data was collected using a standardi.ed #uestionnaire, through the interview
mode. $he target respondant groups were the households of upper middle class
category. *on - probability judgmental sampling was the sampling techni#ue
used. $he sample si.e was //0.
1escriptive Statistics was used for the analysis of the data collected. 2rom
the analysis it was found that KC" enjoys a good popularity as far as
emergency care services are concerned. +egarding the awareness about the
3
various specialities, only open heart surgeries and aster health check ups are
predominantly known to the respondants. 2or all the other specialities the
awareness level is low. KC" has attracted the highest number of recalls for
emergency services, hip3knee replacements, Brain Stroke and aster "ealth
check up. $he 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.
4
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toq;Fk; rpwg;Gr; Nritfs; Fwpj;jjhd nghJkf;fspd; njhpTpiyapd; !sit f";#
c"Hj;Jtjw;fhf $;j %a;T Nkw;nfhs;sg;gl;lJ& Nk'k; Nghl;b pWtdq;f(f;fpilNa
Nf&)k;&rp&)r;*d; piy+ Nf&)k;&rp&)r;*y; %Fk; nryT Fwpj;J nghJkf;fspd;
piygh#+ Nritapd; j,k;+ kf;fspd; -d;.hpik Nghd;wtw;iw gw;wp/k; $;j
%a;T %,ha;;Js;sJ& $Uja !Wit rpfpr;ir+ rpW0,f khw;Wjy;fs(Kidney
transplants);+ 1is kpd;ghjpg;G(Brain Stroke)+ fUtilahik(Infertility)+ !tr,
Nritfs; kw;Wk; FWf;f0l;# fjpHt0r;2 rpfpr;ir3Interventional Radiology) Nghd;w
tpNr4 Nritfs; Nf&)k;&rp&)r;*y; !spf;fg;g#fpd;wd&
jdp 5UtUf;F !tr, Nritfs; Fwpj;J njhp;jpUf;fpwjh kw;Wk;
$k;kUj;Jtkidapy; cs;s gy rpwg;G trjpfshd $ja !Wit rpfpr;ir FWf;f0l;#
fjpHt0r;2 rpfpr;ir -iw Nghd;wit gw;wp jfty;fs; $;j %a;tpd; 1yk;
Nrfhpf;fg;gl;#s;sJ& Nfhak;Gj;J}hpy; cs;s 6;J nghpa kUj;Jtkidfshd gp&)7;&
8p+ Nf&)k;&rp&)r;+ 8p&Nf&)d;&)k;& ,hkfpU4;"h kw;Wk; Nf&8p& %fpatw;wpy;
Nkw;f";l rpwg;G Nritfs; )q;F cs;sJ )d;W !tHfshy; pidTg#j;jp nfhs;s
-bfpwjh )d;W %a;T nra;ag;gl;lJ& Nf&)k;&rp&)r;&*apd; %Ht piyia Fwpj;J
5g;GfpNwhk;+ 5g;gtpy;iy -bT Nfs;tpfs; gad;g#j;jg;gl;lJ&
tpsk;g,q;fs;+ F#k;g kUj;JtH Nghd;w )t;tpj top 1yk;
Nf&)k;&rp&)r;& gw;wp njhp;J nfh";lhHfs; )d;w jfty;f(k; ngwg;gl;lJ&
nray;ghl;by; f";fh"pg;G %a;T -iw (Performance monitoring research)
$jpy; gad;g#j;jg;gl;#s;sJ& piyg;g#j;jg;gl;l Nfs;tpj;jhs; nfh";# Ngl;bfspd;
1ykhf jfty;fs; ngwg;gl;lJ& caH kj;jpaj, F#k;gq;fs;+ jfty;fs; ngWtjw;fhd

$yf;F %Fk;& t,h $ay;G jd;-bT khjphpj; NjHT -iw ifahsg;gl;lJ (!on pro"a"ility
#$dgemental sampling)% %a;Tf;F 99: khjphpfs; )#j;Jf; nfhs;sg;gl;lJ&
Nrfhpf;fg;gl;l jfty;;s %a;T nra;a tphpT-iw Gs;spay;3&escriptive
Statistics) cgNahfpf;fg;gl;lJ& !tr, rpfpr;irfs; nfh#f;Fk; trjpfspy;
Nf&)k;&rp&)r;& pWtdj;jpw;F y;y ngaH cs;sJ )d;gJ %a;tpd; 1yk; njhpa
t;Js;sJ& rpwg;G Nrit gphpTfspy; $ja !Wit rpfpr;irfs;+ -<ikahd cly;y
ghpNrhjidj; jpl;lk; ('aster health check$p) %fpa $,";# jpl;lq;fs; kl;#Nk ngUk;
!stpy; njhpat;Js;sJ& $j, rpwg;G Nritfs; gw;wpa njhpTpiy Fiwthf cs;sJ&
!tr, rpfpr;ir Nritfs;+ $#g;G ( -oq;fhy; khw;Wk; rpfpr;irfs;+ 1is
kpd; ghjpg;G kw;Wk; -<ikahd cly;y ghpNrhjid jpl;lk; Nghd;wit gw;wpa
pidT =Wtjpy; Nf&)k;&rp&)r;& pWtdj;jpw;Nf !jpf )";"pf;if fpilj;Js;sJ&
$k;kUj;Jtkid Nritf(f;F thq;Fk; >;l" trjpfs; rw;W !jpfg;gbahf cs;sJ
)d;gij/k; $;j %a;T ntspg;g#j;jp/s;sJ&
)
A#"NO8LE20EMENT
& take this opportunity to acknowledge and thank the various people who
contributed to this project.
2irst, & e4press my sincere thanks to 2r) Nalla 0) Palaniswa&i1
#%air&an Kovai edical Center and "ospital, Coimbatore for showing keen
interest in my project. *e4t & thank Mr) U)")Anant%a Pa!&ana'%an1 Senior
Vice ; Presi!ent1 Kovai edical Center and "ospital, for granting me the
permission to carry out my research work in KC", and also for his constant
encouragement and support during the tenure of my project. & e4tend my heartfelt
thanks Mr) V)Ra&es% 0eneral Mana(er1 Mar?etin(1 KC" for his unflinching
support and guidance. & e4press my thanks to Mr) 0)Anan! Swa&inat%an1
Assistant Mana(er1 Mar?etin( for interacting with me on a day to day basis and
providing me with advice and support whenever needed in the midst of his
routine activities.
y gratitude goes to Prof)P)S:res% ":&ar1 2irector 1epartment of
anagement Studies, Kongu 'ngineering College, who was instrumental in
interacting with the higher authorities at Kovai edical Center and "ospital, to
sanction my project work.
& e4press my heartfelt thanks to Mr) 2)M:ranan!%a&, lect:rer
1epartment of anagement Studies, Kongu 'ngineering College for providing
me with insights and advice about proceeding with the project starting from the
framing of the problem right through the analysis and upto the conclusion of this
project.
& would like to thank all members of the 2aculty, of the 1epartment of
anagement studies, Kongu 'ngineering College who in one way or other took
an interest in my project and gave me guidance.
*
#ONTENTS
#%apter No T$TLE Pa(e No
Abstract 5'nglish6 iii
Abstract 5$amil6 v
7ist of $ables i4
8
&ntroduction
8.8 $he %rgani.ation
8./ About the project
8
9
/
%bjectives and 7imitations
/.8 %bjectives
/./ 7imitations
88
8/
: +esearch ethodology 8:
; Analysis and interpretation 8<
0 2indings 08
9 Suggestions 0;
= Conclusion 09
Appendi4
+eferences
L$ST OF TABLES
+
Ta'le
No)
T$TLE
Pa(e
No)
;.8 (eneral )rofile of respondents 8<
;./ Awareness about 'mergency Services provided by KC" />
;.:
Awareness about the network of ambulance services
provided by KC"
/8
;.; ?isit to KC" //
;.0 )urpose of ?isit to KC" /:
;.9 Satisfaction 7evel /;
;.=
?arious speciality services and the corresponding
hospitals recalled for each speciality
/0
;.< Source of awareness for emergency services /=
;.@ Source of awareness for ambulance services /<
;.8> +ecall of emergency care number /@
;.88 Awareness about the accident care3trauma care centres :>
;.8/
7evel of Awareness about the various speciality services
offered by KC"
:8
;.8: Source of awareness about speciality services ::
;.8; )erception about the cost of services provided by KC" :;
;.80 )erception about the Auality of edical care :0
;.9 )erception about the #uality of accident care services :9
;.8= )erception about preference for KC" :=
;.8< )erception about recommending KC" to others :<
;.8@
Awareness about the emergency services and the
perception about the #uality of the accident care services

;./> Awareness about the emergency services and +'CA77 of
;8
,
Ta'le
No)
T$TLE
Pa(e
No)
various hospitals when it comes to emergency services.
;./8
$otal number of people those who are aware about the
speciality services and the total number of them who have
recalled KC"
;/
;.//
$otal number of those who are not aware about the
speciality services of KC" and the hospital they have
recalled
;:
;./:
)urpose of visit to KC" and their corresponding opinion
regarding the recommendation of KC" to others
;0
;./;
)urpose of visit to KC" and their corresponding opinion
whether KC" would be their preferred hospital in future
;9
;./0
)urpose of visit to KC" and their corresponding opinion
about the #uality of medical care provided
;=
;./9
)urpose of visit to KC" and their corresponding opinion
regarding the cost aspect of KC"
;<
;./=
%verall +anking obtained by various hospitals in terms of
cost, #uality and preference
;@
;./<
Comments 3 views regarding KC" 5open ended
#uestion6
0>
-.
#HAPTER +
$NTRO2U#T$ON
+)+ THE OR0AN$@AT$ON
Kovai edical Center and hospital is a 0>> bed multiBdisciplinary
Super Speciality *+& hospital located in the Coimbatore Chennai *ational
highway. $he hospital has more than ;> medical disciplines managed by highly
#ualified and trained full time medical specialists providing full round the clock
service. %ver 8>>> in patients and out patients are treated everyday at the
hospital. KC" is e#uipped with state of art medical e#uipments such as +&,
C$ Scanner, ;1 Cltra Sound Scanner, $wo Cath labs, Cardiac 'lectro -
physiology lab, Bone mineral 1ensometer, ammography, 7aser '#uipments,
?ideo 'ndoscope, %perating icroscope, Auto analy.er etc.
KC" is located on an 8< acre plot in a serene, clean and hygienic
atmosphere. &t has a very good ambience. $he hospital is e#uipped with 88
operation theatres, and superspeciality procedures like open heart surgeries and
other cardiac surgeries, Kidney transplants, hip replacements and comple4 neuro
surgeries are done regularly at the hospital. Angiograms, Angioplasties and
stenting are being done at a good success rate. $he hospital also has an
e4cellent facility for providing 'mergency and $rauma care for treating various
emergencies like Cardiac Arrest, +oad traffic accidents 5+$A6, Snake bites,
severe burn injuries, poisonous case, stab injuries and mass casualties
--
KC" is the only center in South &ndia which has introduced a new
techni#ue known as (1C coils and clipping brain aneurysms. KC" has made a
breakthrough in the treatment of Stroke management and uterine fibroids with
the latest techni#ue in &nterventional procedures. $he state of art 2ertility center
at KC" is well e#uipped to do the Assisted Conception program like &?2, &CS&
to the international standards. ost advanced treatment techni#ues are adopted
here.
KC" is recogni.ed for organ transplant programmes by the
(overnment of $amil *adu. Several kidney transplants and corneal transplants
form live donors and cadavers have been done. KC" is also recogni.ed by the
$amil *adu (overnment to do "eart and lung transplants.
KC" has speciali.ed clinics like Asthma clinic, 1iabetic clinic, slim
clinic, pain clinic, deBaddiction clinic, painless labour clinic, Andrology clinic, diet
clinic, etc., ?arious speciali.ed procedures like chemoembolisation, stenting,
fallopian tube recanalisation, Chemotherapy, Blood component therapy,
Arthroscopic surgeries, 7aparoscopic and $horocoscopic surgeries are regularly
done at the hospital. $he hospital has a separate department for artificial limb
manufacture.
KC" is actively involved in )reventive health check up programmes.
$here are 8= preventive health check up programmes such as '4ecutive aster
"ealth Checkup plus, '4ecutive aster health check up, aster health check up,
Senor citi.ens "ealth check ups, aster health check up, Senior citi.en health
check up, Cancer screening, pediatric health check ups etc. "ospital regularly
conducts free medical camps both in the hospital and rural areas in service
organi.ations. Concessions are offered for the treatment and procedures at the
-2
hospital camp for patients. "ealth education programmes are conducted with the
help of KC" doctors in various schools, colleges and &ndustrial establishments
on a regular basis.
KC" has one of the best 'mergency - $rauma care network in the
region with highly #ualified and e4perienced $rauma team, which operates
around the clock and companies of %rthopedic surgeons, neuro surgeons,
(eneral surgeons, (eneral surgeons, Cardio ?ascular and $horacic surgeons
and plastic surgeons. KC" in collaboration with the +otary club of Coimbatore
and 'rode have 0 $rauma care centres which are e#uipped with wire - less,
telephone and mobile phone facilities on the Avanashi +oad starting from
(andhipuram to )erundurai. &n order to ensure to ensure immediate
transportation of the patient form the accident spot. KC" has an emergency
control rook facility which operates round the clock to co - ordinate all trauma
care centers established by KC".
$here are three satellite centers attached to KC"D
• )erundurai center 5 0> bed hospital6
• City Center 5 +am nagar6
• &t has a rural health center at ?eeraipalayam, to serve the rural
community and the under privileged.
$he hospital is recogni.ed for 1iplomate of *ational Board 5)ost
(raduate programmes6 in departments like (eneral Surgery, Anesthesiology,
Cardiology, Cardio thoracic surgery and %bstetrics E (ynecology. "ospital is
recogni.ed for training doctors in A2+CS programme in (eneral surgery.
-3
Kovai edical Center and hospital under its +esearch and 'ducational
$rust 5 Kovai edical canter +esearch and 'ducational $rust - KC+'$6 offers
the following degree3)( programs, which are recogni.ed by the 1r. (+
edical Cniversity, Chennai.
2E0REE PRO0RAMS
• KC" College of *ursing - B.Sc *ursing 5; year program6, .Sc *ursing
5 / years6
• KC" college of )harmacy - B.)harm 5 ; years6
• KC" college of )hysiotherapy - Bachelor of )hysiotherapy 5B)$6 5;
yearF 9 months internship6, aster of )hysiotherapy 5)$6 5 / years6
• KC" College of %ccupational $herapy - Bachelor of %ccupational
$herapy. 5; year F 9 months internship6
2O#TORATE PRO0RAMS
• )h.1 programs in Biochemistry.
#ERT$F$#ATE PRO0RAMS
• )( lab $echnician course 5/ year program6
• +adiology $echnician training program 5 8 year6
• Cardiology $echnician program 5 8 year6
• 'mergency room technician training program 5 8 year6
• %$ technician training program 5 8 year6
-4
"M#H 8EB S$TES
www)?&c%online)co&
Kovai edical Center and "ospital 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. &t also helps fi4 up
appointment for medical consultation and investigation and surgical procedures
at the hospital.
www)?&cret)co&
$his website helps to know about the 'ducation, $raining and
+esearch activities of Kovai edical Center and "ospital $rust.
www)?&c%p%ar&acy)co&
$his is an interactive website for purchasing medicines through
hospital pharmacy. $his is being used by our hospital patients and general public.
-
+)5 ABOUT THE PRO3E#T
$he arketing anagement system of KC" has triggered the
recognition of a situation calling for a decision.
$he arketing 1epartment of KC" conducts a regular research on
GCustomer Satisfaction! for the patients getting admitted in KC". $his 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. $he results of this analysis are compiled and discussed
at board meetings and staff meeting on a regular basis.
$he arketing 1epartment of KC" 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, #uality and services. $he hospital advertises regularly about the
Super Speciality services as this is the platform on which it can differentiate itself.
$he advertisements are placed predominately in the print medium 5newspapers,
health maga.ines6. &t also uses the local television channels to e4plain about its
various super speciality procedures.
All the activities are just a one sided effort, i.e., the marketing
department advertises on and off, but it does not know how far its objectives G$o
improve the awareness level and attract more people! is being achieved. $hat
-)
has created a gap in the marketing system and has left the department with least
information.
"ow far are the people of Coimbatore getting to know about the
facilities of KC", is a positive word of mouth communication being spread,
what sort of an attitude is prevailing about KC" amongst the public. All these
uncertainties have given way for a research to address the problem.
$here 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 arketing anager does not want to solely go by these figures. &t wants to
understand the situation in a better way in the presence of situational variables
and e4ternal influences like demand, competition etc.,
&n a nut shell,
• "ow far are the promotional measures of KC" effectiveH
• ,hat is the level of awareness about the hospital, about the speciality
services in particularH
• ,hat is the position of KC" in the midst of competitionH
• ,hat is the image the people carry about Kovai edical Center and
"ospitalH
$o 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 KC".
-*
$he below given figures 5a and b6 e4plain in a lucid way and also
justifies as to why this research has been undertaken. $he hospital!s marketing
mi4 variables interact with the environmental variables i.e. indicated as
Gsituational variables! in figure shown below . $his has been classified as the
Gcauses! and the resultant responses from the interaction of the marketing and
situational variables have been classified as Geffects! in the figure. $here are two
kinds of responses namely GBehavioural Gresponse and G)erformance! measure.
$his +esearch 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.
2igure Gb! e4plains, what decisions one proposes to take as a result of
this research activity. $he figure is self e4planatory and this figure also justifies as
to why this research has been undertaken.
%ne more important aspect is that KC" is adopting an e4pansion
strategy, i.e it is spreading its wings to various other towns and rural areas.
"ence this project would be incidentally useful for that purpose too.
-+
#AUSES EFFE#TS
Mar?etin( Mi= Varia'lesA
)roduct 5 various services
offered6
)rice
)romotion 5)romotional
efforts undertaken by
hospital6
)lace 57ocation of the
hospital6
Sit:ational Varia'lesD
1emand 5for health
services6
Competition 5 from other
hospitals6
"ealth Awareness
1isposable &ncome
Be%aioral ResponseA
Awareness about the hospital
Knowledge
7iking
)reference for KC"
Perfor&ance Meas:resA
&mage of the hospital
)rofit
Sales, market share, +%&.
-,
Fire aA T%e Mar?etin( Syste&
T%e 2ecision Ma?in(
Sit:ation
1efining the decision problem
Assessing the market situation
Assessing the alternative
courses of action to be taken.
2ecision to 'e ta?enA
)resent level of marketing
efforts sufficient or not.
,hether a continuous,
intermittent or an aggressive
advertising strategy is to be
followed.
$o decide if more efforts are to
be taken to promote a
particular speciality service
arketing i4 Behavioural

+esponse
Situational )erformance
?ariables measure
+'S'A+C"
2.
Fire 'A T%e 2ecision to :n!erta?e researc%
#HAPTER 5
OB3E#T$VES AN2 L$M$TAT$ONS
5)+ OB3E#T$VES OF THE STU24
• $o assess the level of awareness about the various multispeciality
services provided by Kovai edical Center and "ospital, Coimbatore
? $o assess the level of awareness about the emergency and accident care
services provided by KC".
? $o understand the competitive position of KC" visBIBvis its competitors
in the mutispeciality segment
? $o measure the perception of people towards KC" in terms of the
#uality of facilities and services provided, cost and preference.
2-
5)5 L$M$TAT$ONS OF THE STU24
• 1uring 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.
• $he samples were chosen from three particular areas of Coimbatore city
only as they seemed relevant. $his may not be representative of the entire
population.
• $he 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 #uestion was modified suitably. $his
might have made the respondents interpret the #uestion in a different
fashion, "ence there is a possibility of a bias again here.
• $he liking or loyalty of the respondents to a particular hospital might have
made him respond unwillingly.

22
#HAPTER -
RESEAR#H METHO2OLO04
-)+ THE $NFORMAT$ON NEE2E2 BASE2 ON THE OB3E#T$VES
? &nformation about whether people are aware about the emergency and
trauma care services.
? &nformation about whether people are aware about the emergency care
number and the network of ambulance services provided by KC".
? "ow 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.
? ,hat do the people feel about the cost and #uality of medical care
provided by KC"
? $o gather information to understand in which areas or services, other
hospitals fare better.
23
? %ther #ualitative information related to improving the services and
awareness of KC".
24
-)5 THE RESEAR#H 2ES$0N
E=ploratory p%ase
$he basic problem to be addressed is the awareness of the various
speciality services provided by the hospital. &n 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. $he objectives and the problem became clear when
the researcher started interacting with the various people in the arketing
1epartment. As a part of the e4ploration 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.
Perfor&ance Monitorin( Researc%
$he purpose of this project is to assess the awareness level of the
speciality services of the hospital. $he purpose of the research looked at from
another perspective is to signal the presence of potential problems and
opportunities in the midst of competition. G,hat is happening at the market
placeH! was the #uestion to be answered. KC" needs to measure the
awareness levels and determine whether the marketing efforts pursued at
present are sufficient or not. $he research design adopted was the performance
monitoring type.
2
-)- 2ATA SOUR#ES
Pri&ary 2ata
$he primary data was collected through an administered
Auestionnaire. $he Auestionnaire consisted of a variety of #uestions that lay
consistent with the objectives of the research
Secon!ary 2ata
$he advertisements published by the hospital, the catalogues,
brochures of the organi.ation served as secondary sources of data.
-)B 2ATA #OLLE#T$ON METHO2
$he 1irect - Structured type of data collection method was used for
data collection purpose. $he interview mode was adopted for the collection of
data.
-)6 CUEST$ONNA$RE 2ES$0N
)roper care has been taken to ensure that the information needs
match the objectives which in turn match the data collected through the
#uestionnaire. $he basic cardinal rules of Auestionnaire design like using simple
and clear words, the logical and se#uential arrangement of #uestions has been
taken care of.
2)
-). PRE ; TEST$N01 REV$S$ON1 F$NAL 2RAFT
$he #uestionnaire was pretested at ayflair Apartments in
Coimbatore. Around /0 respondents were included in the pretesting part of the
#uestionnaire. After the pretesting some open ended #uestions regarding the
suggestions to improve the services offered by KC" was included. Also an
overall ranking #uestion was incorporated into the #uestionnaire as it seemed to
be relevant to the study and consistent with one of the objectives, to analyse the
competitive position of KC". %ther minor errors like spell check was also
performed after the pretest and appropriate corrections were made.
$he Gvalidity! of the #uestionnaire was also looked into. ?alidity refers to
whether the Auestionnaire is measuring what it is purported to measure. Content
?alidity, i.e the contents of the #uestionnaire whether it is aligned with the
objectives was looked into by the marketing personnel of KC" and necessary
approval was given. Also the #uestionnaire vividly points the various aspects of
the phenomenon 5awareness6 being measured and there is little to #uarrel with.
By going through the process of validity confidence was developed that the
#uestionnaire is free from systematic errors.
$he Greliability! of a #uestionnaire refers to a measurement free from
random errors or put in another way, whether the results obtained from the
measurement are the same for a particular respondent when interviewed
between two intervals. Around 8> respondents in ayflair were interviewed after
a period of 8> days and the results didn!t show any deviation. "ence reliability
was achieved.
2*
"ence pretesting, the validity and the reliability aspects of the
#uestionnaire were taken care of.
-)* SAMPL$N0 TE#HN$CUE
$he target population chosen for the study was households of the
upper middle class category. $hese are the sampling units of the study. $he list
of population members for the study were from three areas in Coimbatore
namely Sai baba colony, *anjundapuram and Avinashi +oad. $his constituted
the sampling frame. $he procedure adopted was Gnon - probability judgmental
sampling.! A respondent would report for the family. $he assumption would be
that family members are enough alike that responses within a family would tend
to be similar.
-)D 2ATA ANL4S$S
After the data collection process, errors, omissions and other
ambiguities was sort out and 2re#uency tabulations were drawn to count the
number of cases that fall into various categories and descriptions about the
variables was made from the fre#uency tabulation.
Summary or descriptive statistics particularly cross tabulation with
percentages was used.
2+
CHAPTER 4
ANALYSIS AND INTERPRETATION
TABLE B)+
PROF$LE OF THE RESPON2ENTS
EaF 0EN2ER
S)No 0en!er
No) of
Respon!ents
Percenta(e
EGF
8 ale 88@ 0/.@
/ 2emale 8>9 ;=.8
$otal //0 8>>
E'F A0E
S)No A(e
No) of
Respon!ents
Percenta(e
EGF
8 Cnder /0 8@ <.;
/ /0 - :; years ;9 />.;
: :0 - ;; years ;: [email protected]
; ;0 - 0; years 08 //.=
0 00 - 9; years :< 89.@
9 Beyond 9; /< 8/.;
$otal //0 8>>
EcF O##UPAT$ON
2,
S)No Occation
No) of
Respon!ents
Percenta(e
EGF
8 Businessman /0 88.8
/ Self 'mployed 80 9.=
: )rofessinal 8= =.9
; Student 8/ 0.:
0 )rofessor3lecturer < :.9
9 "ouse wife => :8.8
= %thers =; :/.@
$otal //0 8>>
E2F E2U#AT$ON LEVEL
S)No E!:cation Leel
No) of
Respon!ents
Percenta(e
EGF
8 )ost (raduate =8 :8.9
/ (raduate 8>< ;<.>
: Schooling ;: [email protected]
; *o education : 8.:
$otal //0 8>>
/he general profile of the respondants given a"ove is self
e0planatory% 31 intervie2ed 2ere males and 4*1 females3 'ost
of the respondents 2ere 40ec$tives and ho$se2ives% 5 large
percentage of them had a grad$ation or post grad$ation%
3.
TABLE 4.2
AWARENESS ABOUT EMERGENCY SERVICES
PROVIDED BY KMCH
S)No)
Awareness a'o:t
e&er(ency
serices
No) of
Respon!ents
Percenta(e
EGF
8 Aware 8@/ <0.:>
/ *ot aware :: 8;.=>
Total //0 8>>.>
$NFEREN#E
<0.:>J of the respondents are aware about the emergency and
accident care services of KC". %nly 8;.=> J are not aware. "ence the
awareness level of KC" for emergency services is very high.
3-
TABLE B)-
A8ARENESS ABOUT THE NET8OR" OF AMBULAN#E SERV$#ES
PROV$2E2 B4 "M#H
S)No)
Awareness a'o:t
a&':lance
serices
No) of
Respon!ents
Percenta(e
EGF
8 Aware 89; =/.@>
/ *ot aware 98 /=.8>
Total //0 8>>.>
$NFEREN#E
=/.@>J of the respondents are aware that KC" has got a network of
ambulance services running in the city. %nly /=.8>J are not aware of such a
service.
32
TABLE B)B
V$S$T TO "M#H
S)No) Visit to "M#H
No) of
Respon!ents
Percenta(e
EGF
8 ?isited 8<0 </.//
/ 1id not visit ;> /=.=<
Total //0 8>>.>
$NFEREN#E
</.//J of the respondents have visited KC" for some purpose. &<0
of the //0 respondents have made a visit to KC". Around ;> of them that is
/=.=<J have not visited the hospital
33
TABLE B)6
PURPOSE OF V$S$T TO "M#H
S)No)
P:rpose of isit to
"M#H
No of
respon!ents
Percenta(e
EGF
8 %utpatient /9 8;.>0J
/ 1iagnostic services < ;.:/J
: ?isitor 8/= 9<.0J
; &npatient /8 88.:0J
0 %thers : 8.9/J
Total 8<0 8>>J
$NFEREN#E
ost of the respondents interviewed had come as a visitor only to
KC". 9<.0J of the respondents had come as a visitor, 8;.>0J as inpatients,
88.:0J as outpatients and ;.:/J for diagnostic services.
TABLE B).
34
SAT$SFA#T$ON LEVEL
S)No) Satisfaction Leel
No) of
Respon!ents
Percenta(e
EGF
8 ?ery much satisfied /: 8/.;:
/ Satisfied 8;: ==.:>
: *ot Satisfied 8: =.>:
; *ot at all satisfied 9 :./;
Total 8<0 8>>
$NFEREN#E
A majority of the respondents, i.e. ==.:>J of the respondents feel
satisfied with the services provided by KC", around 8/.;:J are very much
satisfied with the service and :./;J are not at all satisfied with the service.
TABLE B)*
VAR$OUS SPE#$AL$T4 SERV$#ES AN2 THE #ORRESPON2$N0 HOSP$TALS
RE#ALLE2 FOR EA#H SPE#$AL$T4
Recalle! Hospital
3
Speciality
Serices
)S( KC" K( (K* +A
*o
recall
Total
%pen heart
/8
5@.:6
08
5//.=6
:8
58:.<6
8>0
5;9.=6
8/
50.:6
0
5/./6
//0
58>>6
Kidney
transplants
/>
5<.@6
9/
5/=.96
;9
5/>.;6
//
5@.:6
8<
5<.>6
0=
5/0.<6
//0
58>>6
"ip3Knee
+eplace
89
5=.86
99
5/@.:6
/=
58/.>6
8:
50.<6

58=.:6
9;
5/<.;6
//0
58>>6
Brain
Stroke
/;
58>.=6
0>
5//./6
0>
5//./6
:=
589.;6
/>
5<.@6
;;
[email protected]
//0
58>>6
&nfertility
80
59.=6
/@
58/.@6
88
5;.@6
0:
5/:.96
0:
5/:.96
9;
5/<.;6
//0
58>>6
aster
health
:=
589.;6
<9
5:<./6
;>
58=.<6
/@
58/.@6
@
5@6
/;
58>.=6
//0
58>>6
'mergency
Services
//
5@.<6
=<
5:;.=6
00
5/;.;6
/<
58/.;6
/>
5<.@6
//
5@.<6
//0
58>>6
+easonabl
e Cost
;/
58<.=6
:9
589.>6
<
5:.96
<8
5:9.>6
:9
589.>6
//
5@.<6
//0
58>>6
Total
8@=
58>.@6
;0<
5/0.;6
/9<
58;.@6
:9<
5/>.;6
/>=
588.06
:>/
589.<6
8<>>
58>>6
$NFEREN#E
$he above table shows the hospitals recalled when it comes to the
various specialities.
3)
&t can be seen from the above table that for %pen heart surgeries,
(K* has a share of ;9.=J of the recalls followed by KC" with //.=J. 2or
kidney transplants KC" has the largest number of recalls with a share of /=.9J
followed by K( with />.;J. "ip3Knee replacements KC" again has the most
number of recalls with /@.:J followed by +amakrishna 8=.:J. 2or brain stroke
KC" and K( stand e#ual with //.//J each. 2or &nfertility (K* and
+amakrishna have /:.9J. 2or aster health KC" is much higher than all the
other hospital with :;.=J. 'mergency services also KC" has the largest share
for recalls with :;.=J. &n cost terms (K* is perceived to be the most
reasonable with :9.>J followed by )S( with 8<.=J
&t can also be noticed from the table that for kidney transplants,
hip3Knee replacements and &nfertility, the number of those who were not able to
recall any of the hospitals also constitute a large number.
%verall it can be seen that KC" has the most number of recalls with
/0.;J of the total recalls followed by (K* with />.;J
TABLE B)D
SOUR#E OF A8ARENESS FOR EMER0EN#4 SERV$#ES
S)No)
So:rce of awareness of
e&er(ency serice
No) of
Respon!ents
Percenta(e
EGF
3*
8. $hrough 2riends +elatives 0< /9.0
/. 2amily 1octor 9 /.=
: )atient +eferences 8: 0.@
; Advertisements in newspaper ;0 />.9
0 KC" is popular :> 8:.=
9 $hrough people working in
KC"
8/ 0.;<
= Advertisement "oardings ;8 8<.=
< %thers 8; 9.;
Total /8@K 8>>
*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.
$NFEREN#E
$he source through which ma4imum awareness was gained was
through friends3relatives 5word of mouth6 which is /9.0J followed by
Advertisement in newspaper />.9J and Advertisement "oardings 8<.=J.
TABLE B)/
SOUR#E OF A8ARENESS FOR AMBULAN#E SERV$#ES
S)No)
So:rce of awareness of
a&':lance serice
No) of
Respon!ents
Percenta(e
EGF
8. $hrough 2riends +elatives ;@ /=.;
/. 2amily 1octor ; /./
: )atient +eferences 0 /.<
; Advertisements in newspaper /8.<
3+
0 KC" is popular 8< 8>.8
9 $hrough people working in
KC"
88 9./
= Advertisement "oardings ;8 //.@
< %thers 8/ 9.=
Total 8=@K 8>>
*Those who said they were aware about the network of ambulance services were only 16. The
responses show a value of 1!9 because some of the respondents claimed that they came to
know about the ambulance service through more than one source.
$NFEREN#E
As it was for emergency services, even for ambulance services, most
of the respondents came to know of the services through friends3relatives,
followed by advertisement hoardings of //.@J and Advertisement in newspaper
/8.<J
TABLE B)+,
RE#ALL OF EMER0EN#4 #ARE NUMBER
S)No)
Aware of e&er(ency care
n:&'er
No) of
Respon!ents
Percenta(e
EGF
8. /9/=@@@ 8< @.:<
/. @<;// B </=@@ 9 :.8:
: "ave it noted in my diary /; 8/.0
; %thers / 8.>;
0 *ot aware 8;/ =:.@9
Total 8@/ 8>>
$NFEREN#E
3,
=:.@9J are not aware about the about the emergency care number
which is a very low figure. Around @.:<J could recall the number /9/=@@@ and
:.8:J could recall the number @<;// - </=@@. 8/.0J have the number noted in
their diary.
TABLE B)++
A8ARENESS ABOUT THE A##$2ENT #AREHTRAUMA #ARE #ENTRES
S)No)
Aware of acci!ent
careHtra:&a care
No) of
Respon!ents
Percenta(e
EGF
8. *eelambur @; ;8.==
/. $hekkalur =8 :8.0
: Annur /: 8>./
; Cdumalpet 89 =.8
0 )erundurai :; 80.8
9 +amnagar 8/< 09.<<
= 'rode // @.=
$NFEREN#E
4.
*eelambur, $hekkalur and +amnagar are highly popular with ;8.==J,
:8.0J and 09.<<J respectively. $he Accident care centres at Annur, Cdumalpet
)erundurai and 'rode show a percentage of 8>./J, =.8J, 80.8J and @.=J
respectively
TABLE B)+5
LEVEL OF A8ARENESS ABOUT THE VAR$OUS SPE#$AL$T4 SERV$#ES
OFFERE2 B4 "M#H
Leel of awareness
Speciality
Serices
& Know it
"eard of
it
*o idea $otal
%pen heart
88;
50>.=6
;<
5/8.:6
9:
5/<.>6
//0
58>>6
Kidney
transplants
=9
5:8.96
;=
5/>.>6
8>/
5;;.@6
//0
58>>6
"ip3Knee
+eplace
=8
5:8.96
;0
5/>.>6
8>@
5;<.;6
//0
58>>6
Brain Stroke
=/
5:/.>6
;8
58<./6
88/
5;@.<6
//0
58>>6
4-
&nfertility
9>
5/9.=6
;:
[email protected]
8//
50;./6
//0
58>>6
aster health
808
59=.86
:=
589.;6
:=
589.;6
//0
58>>6
&nterventional
+adiology
0>
5//./6
0/
5/:.86
8/:
50;.=6
//0
58>>6
$otal
0@;
5:=.=86
:8:
58@.<=6
99<
5;/.;86
80=0
58>>6
42
$NFEREN#E
• %pen heart surgery has an awareness level of 0>.=J
• 2or "ip3Knee replacement a larger portion of the respondents i.e ;<.;J
are not aware of the speciality.
• ;@.<J of the respondents have no idea about the brain stroke facility
provided by KC"
• &nfertility also has a least awareness level. %nly /9.=J know about the
service whereas 0;.=J have no idea about the speciality provided.
• 2or master health the awareness is satisfactory with 9=.8J
• &nterventional +adiology - 0;.=J of the respondents were not aware of
the facility at all.
• &n total, ;/.;8J have no idea about the superspeciality services, :=.=8J
know about the services and 8@.<=J have heard about the speciality
services.
• 8> respondents out of the //0 did not know about any of the speciality
services provided by KC"
43
TABLE B)+-
SOUR#E OF A8ARENESS ABOUT SPE#$AL$T4 SERV$#ES
S)No)
So:rce of awareness of
speciality serices
No) of
Respon!ents
Percenta(e
EGF
8. $hrough 2riends +elatives <= :0.08
/. 2amily 1octor 9 /.;0
: )atient +eferences /> <.89
; Advertisements in newspaper 09 //.<9
0 KC" is popular ;; 8=.@9
9 $hrough people working in
KC"
8= 9.@;
= %thers 80 9.8/
Total /;0 8>>
$NFEREN#E
ost of the respondents, i.e. :0.08J of the respondents say that they
came to know of the specialities offered by KC" through their friends and
relatives. "ence KC" has a positive word of mouth. //.<9J say that
newspaper was the source through which they came to know and 8=.@9J claim
that KC" is a popular hospital and they know it somehow.
TABLE B)+B
44
PER#EPT$ON ABOUT THE #OST OF SERV$#ES PROV$2E2 B4 "M#H
S)No
"M#H is proi!in(
serices at a
reasona'le cost
No) of
Respon!ents
Percenta(e
EGF
8 Agree Completely :< 89.@
/ Agree Somewhat 9/ /=.9
:
*either agree nor
disagree 0: /:.9
; 1isagree somewhat 8=.:
0 1isagree Completely :: 8;.=
Total //0 8>>
$NFEREN#E
89.@J Gagree completely! that KC" is providing services to the public
at a reasonable cost. A larger percentage of the respondents lie in the Agree
Somewhat category, and /:.9J tend to stand neutral. 8=.:J and 8;.=J
1isagree somewhat and disagree completely respectively.
TABLE B)+6
PER#EPT$ON ABOUT THE CUAL$T4 OF ME2$#AL #ARE
4
S)No
C:ality of &e!ical
care I international
stan!ar!s
No) of
Respon!ents
Percenta(e
EGF
8 Agree Completely :< 89.@
/ Agree Somewhat </ :9.;
:
*either agree nor
disagree 9< :>./
; 1isagree somewhat 8< <.>
0 1isagree Completely 8@ <.;
Total //0 8>>
$NFEREN#E
:9.;J of the respondents Gagree somewhat! with the statement that
Auality of medical care can be compared to international standards. :>./J did
not want to comment upon it and stood neutral to the statement. Around <J of
the respondents disagree completely with the statement.
TABLE B)+.
PER#EPT$ON ABOUT THE CUAL$T4 OF A##$2ENT #ARE SERV$#ES
S)No
"M#H %as e=cellent
acci!ent care
serices
No) of
Respon!ents
Percenta(e
EGF
4)
8 Agree Completely @@ ;;.>
/ Agree Somewhat 0@ /9./
:
*either agree nor
disagree 0/ /:.8
; 1isagree somewhat < :.9
0 1isagree Completely = :.8
Total //0 8>>
$NFEREN#E
;;J GAgree completely! with the statement that KC" has e4cellent
accident care services. /9./J Agree somewhat and /:.8J *either agree nor
disagree. $he percentages of those who 1isagree somewhat and completely are
very small 5:J6
TABLE B)+*
PER#EPT$ON ABOUT PREFEREN#E FOR "M#H
"M#H will 'e &y
preferre! %ospital in
f:t:re
No) of
Respon!ents
Percenta(e
EGF
8 Agree Completely 9@ :/.@
/ Agree Somewhat 99 /@.:
4*
:
*either agree nor
disagree 9= /@.<
; 1isagree somewhat 8; 9./
0 1isagree Completely @ ;.>
Total //0 8>>
$NFEREN#E
A large percentage, :/.@J GAgree completely! that KC" may be their
preferred hospital and /@.:J GAgree Somewhat! with the statement. $hese
figures show a high potential for KC". Around /@.<J stood neutral to the
statement.
TABLE B)+D
PER#EPT$ON ABOUT RE#OMMEN2$N0 "M#H TO OTHERS
S)No
$n f:t:re $ will
reco&&en! "M#H
to ot%ers
No) of
Respon!ents
Percenta(e
EGF
8 Agree Completely =; :/.@
/ Agree Somewhat 9< :>./
:
*either agree nor
disagree 0@ /9./
4+
; 1isagree somewhat 88 ;.@
0 1isagree Completely 8: 0.<
Total //0 8>>
$NFEREN#E
Around 9:J 5:/.@ F :>./6 lie in the agree domain for the statement
that they would recommend KC" to others. "ence this is also a strong asset to
KC". /9./J G*either agree nor disagree! with the statement. ;.@J 1isagree
somewhat and 0.<J 1isagree completely.
TABLE B)+/
A8ARENESS ABOUT THE EMER0EN#4 SERV$#ES AN2 THE PER#EPT$ON
ABOUT THE CUAL$T4 OF THE A##$2ENT #ARE SERV$#ES
"M#H %as e=cellent acci!ent care serices
Aware of
e&er(ency
serices
A#J AS
NA2
2S 2# Total
4,
Aware
@0
5;@.06
;@
5/0.06
:0
58<./6
=
5:.96
9
5:.86
8@/
58>>6
Not aware
;
58/.86
8>
5:>.:6
8=
508.06
8
5:.>6
8
5:.>6
::
58>>6
Total
@@
5;;6
0@
5/9.//6
0/
5/:.886
<
5:.096
=
5:.886
556
58>>6
"#$%#gree $ompletely& #'%#gree 'omewhat& (#)%(either #gree nor )isagree& )'% )isagree
'omewhat& )$ * )isagree $ompletely
$NFEREN#E
&t can be noted that a large percentage of the respondents lie within
the agree domain, i.e, ;0J Agree completely and /0.0J Agree Somewhat,
"ence for those who are aware of the emergency services of KC" they
perceive the accident care services to be e4cellent.
2or those who not aware of the emergency service a larger proportion
of them lie in the *either Agree nor 1isagree bracket.
,hether they are aware of the emergency services or not aware of the
emergency only a small percentage of them lie on the disagree side which can
be seen from the table above.
.
TABLE B)5,
A8ARENESS ABOUT THE EMER0EN#4 SERV$#ES AN2 RE#ALL OF
VAR$OUS HOSP$TALS 8HEN $T #OMES TO EMER0EN#4 SERV$#ES)
Recall for E&er(ency serices
Aware of
E&er(ency
Serices
)S( KC" K( (K* +A
*%
+'CA77
Total
Les
8@
5@.@6
=;
5:<.06
;;
5//.@6
//
588.06
89
5<.:6
8=
5<.@6
8@/
58>>6
-
*o
:
[email protected]
;
58/.86
88
5::.::6
9
58<./6
;
58/.86
0
580.86
::
58>>6
Total
//
5@.=<6
=<
5:;.9=6
00
5/;.;6
/<
58/.;;6
/>
5<.<@6
//
5@.=<6
556
58>>6
$NFEREN#E
:<.0J of those who are aware of emergency services have also
recalled KC" when asked which hospital came to their mind first when it came
to emergency services. $he nearest competitor being K( "ospital 5//.@J6, but
going by those who do not know about emergency services K( "ospital tops the
list 5::.::J6. &t is revealed from the table that K( is the nearest competitor to
KC" as far as emergency services are concerned
2
TABLE B)5+
TOTAL NUMBER OF RESPON2ENTS THOSE A8ARE ABOUT THE
SPE#$AL$T4 SERV$#ES AN2 THE TOTAL NUMBER OF THEM 8HO HAVE
RE#ALLE2 "M#H
Speciality
Serices
Total N:&'er of
people aware of
t%e specialties
a&on(st t%e 556
respon!ents
EaF
Total n:&'er of
people w%o
recalle! "M#H
Ea&on( t%ose
awareF
E'F
Recalle!
"M#H
E'FHEaFJ+,,
EGF EcF
2i! not
recall
"M#H
+,, I c
%pen heart 88; 08 ;;.= 00.:
Kidney
transplants
=9 9/ <8.9 8<.;
"ip3Knee
replacement
=8 99 @/.@ =.8
Brain Stroke =/ 0> 9@.; :>.9
&nfertility 9> /@ ;<.: 08.=
aster health 808 <9 09.@ ;:.@
'mergency Care 8@/ =< ;>.9 0@.;
$NFEREN#E
&t can be noted from the above table that out of the 88; people who
know about KC" only 08 5;;.=J6 were able to recall KC". Similarly only
;<.:J, ;>.9J of the respondents have recalled for infertility and emergency
services respectively. "ip3Knee replacement and Kidney transplants show high
values of <8.9J and @/.@J respectively.
3
TABLE B)55
TOTAL NUMBER OF THOSE 8HO ARE NOT A8ARE ABOUT THE
SPE#$AL$T4 SERV$#ES OF "M#H AN2 THE HOSP$TAL THE4 HAVE
RE#ALLE2
Recalle! Hospital
Not aware
Speciality
Serices
)S( KC" K( (K* +A *o recall $otal
%pen heart
80
58:.086
8;
58/.986
8=
580.:/6
0:
5;=.=06
=
59.:86
0
5;.0>6
888
58>>6
Kidney
transplants
89
58>.=;6
/:
580.;;6
:/
5/8.;<6
8@
58/.=06
8>
59.=86
;@
5:/.<@6
8;@
58>>6
"ip3Knee
+eplace
8/
5=.=@6
//
58;./@6
/>
58/.@@6
88
5=.8;6
:8
5/>.8:6
0<
5:=.996
80;
58>>6
Brain Stroke
8@
58/.;/6
8=
588.886
;8
5/9.<>6
/0
589.:;6
8;
[email protected]
:=
5/;.8<6
80:
58>>6
&nfertility
8/
5=./=6
8:
5=.<<6
=
5;./;6
;/
5/0.;06
:9
5/8.<;6
00
5::.::6
890
58>>6
aster
health
80
5/>./=6
8/
589.//6
//
5/@.=:6
8/
589.//6
0
59.=96
<
58>.<86
=;
58>>6
$otal
<@
588.>;6
8>8
58/.0:6
8
58=./06
89/
5/>.8>6
8>:
58/.=<6
/8/
5/9.:>6
<>9
$NFEREN#E
&t can be seen from the above table that among those who are not
aware about the speciality services, recall for other hospitals 5i.e for the #uestion
which hospital comes to your mind first when it comes to various specialities6 are
greater, like for open heart, infertility (K* tops the list with ;=.0J, for Kidney
4
transplants, Brain stroke K( seems to be more popular with /8.;<J and /9.<>J
respectively. &t must also be noted that a large percentage of the respondents
have not been able to recall any hospitals for kidney transplants, hip3knee
replacement, Brain stroke and infertility, hence the respondents don!t know which
hospital has such speciality services also.

TABLE B)5-
PURPOSE OF V$S$T TO "M#H AN2 THE$R #ORRESPON2$N0 OP$N$ON
RE0AR2$N0 THE RE#OMMEN2AT$ON OF "M#H TO OTHERS
$n f:t:re $ will Reco&&en! "M#H
P:rpose of
isit
AC AS *A1 1S 1C Total
$reatment
/;
5;8.;:6
8;
5/;.86
8;
5/;.86
/
5:.;6
;
59.@6
0<
58>>6
?isitor
;:
5::.<6
;>
5:8.06
/=
5/8.:6
@
5=.86
<
59.:6
8/=
58>>6
Total
9=
5:96
0;
5/@./6
;8
5//.>6
88
58>.>6
8/
59.06
+D6
58>>6
$NFEREN#E
,hether the purpose of visit to the hospital is for treatment or just a
visit around :9J of the people who have come say that they would definitely
recommend KC" to others and /@./J also agree to a certain e4tent that they
would recommend KC" to others. $he percentage of people who disagree
aggregates to 89.0J 58>F9.06 in total. "ence KC" has a huge potential as far
as word of mouth communication is concerned.
TABLE B)5B
PURPOSE OF V$S$T TO "M#H AN2 THE$R #ORRESPON2$N0 OP$N$ON
8HETHER "M#H 8OUL2 BE THE$R PREFERRE2 HOSP$TAL $N FUTURE
"M#H &ay 'e &y preferre! %ospital
P:rpose of
isit
AC AS *A1 1S 1C Total
$reatment
8@
5:/.<6
8<
5:8.>:6
89
5/=.96
:
50./6
/
5:.;6
0<
58>>6
?isitor
;9
5:9./6
:/
5/0./6
:;
5/9.<6
@
5=.86
9
5;.=6
8/=
58>>6
Total
90
5:0.86
0>
5/=6
0>
5/=6
8/
59.06
<
5;.:6
+D6
58>>6
$NFEREN#E
A total of appro4imately 9/J 5:0.8 F /=6 of the respondents agree that
they may come to KC" if a need arisesM hence this shows huge potential for
KC". ,e must also make note of the fact that around /=J Nneither agree nor
disagreeO to the statement and stand neutral.
lvii
TABLE B)56
PURPOSE OF V$S$T TO "M#H AN2 THE$R #ORRESPON2$N0 OP$N$ON
ABOUT THE CUAL$T4 OF ME2$#AL #ARE PROV$2E2
C:ality of &e!ical care Iinternational stan!ar!s
P:rpose of
isit
AC AS *A1 1S 1C Total
$reatment
<
58:.<6
/8
5:9./6
80
5/0.@6
@
580.06
0
5<.96
0<
58>>6
?isitor
/0
[email protected]
;9
5:9./6
:0
5/=.96
<
59.:6
8:
58>./:6
8/=
58>>6
Total
::
58=.<6
9=
5:9./6
0>
5/=.>6
8=
5@./6
80
5@.=6
+D6
58>>6
$NFEREN#E
$he table above indicates that a larger proportion of the respondents
5:9./J6 rather NAgree somewhatO only to the statement GAuality of medical care
provided by KC" can be compared with international standards.! Among those
who came for treatment 8:.<J only GAgree completely! and for those who came
as a visitor [email protected] Gagree completely!. "ence there is a tremendous commitment
on the part of KC" to improve the #uality of medical care.
lviii
TABLE B)5.
PURPOSE OF V$S$T TO "M#H AN2 THE$R #ORRESPON2$N0 OP$N$ON
RE0AR2$N0 THE #OST ASPE#T OF "M#H
"M#H is proi!in( serices at a reasona'le cost
P:rpose of
isit
AC AS *A1 1S 1C Total
$reatment
8>
58=./6
/;
5;8.;6
=
58/.86
8>
58=./;6
=
58/.86
0<
58>>6
?isitor
/;
58<.@6
/=
5/8./06
/<
5//.>6
/9
5/>.06
//
58=.:6
8/=
58>>6
Total
:;
58<.:6
08
5/=.96
:0
58<.@6
:9
[email protected]
/@
580.=6
+D6
58>>6
$NFEREN#E
$he respondents who came for treatment - around ;8J of them don!t
feel comfortable in agreeing completely that KC" is providing services at a
reasonable cost. $he Gneither agree nor disagree! and the G1isagree! category put
togetherD
• $hose who came for treatmentD 8/.8 F 8=./; F 8/.8 P ;8.;;J feel KC"
is costly.
• $hose who came as a visitorD /< F /9 F // P 0@.<J feels that KC" is
costly.
"ence cost is a critical aspect to be e4amined by KC"
li0
TABLE B)5*
OVERALL RAN"$N0S OBTA$NE2 B4 VAR$OUS HOSP$TALS $N TERMS OF
#OST1 CUAL$T4 AN2 PREFEREN#E
Ran?in(
Hospitals Ran? + Ran? 5 Ran? - Ran? B Ran? 6
No
ran?
8ei(%ta(e
Score
Oerall
Ran?
8ei(%ta(e 9 0 ; : / 8
)S( /; :/ ;< 00 :< /< =90 &?
KC" 9: ;< :9 // 8= @;: &&
K( /9 :/ /< := =< /; =8@ ?
(K* =; 0= ;8 8@ /> 8; 8>>; &
+amakrishna /< ;/ ;= ;@ := // <>@ &&&
Total /80 /88 />: 8@9 8@0 8>0
$NFEREN#E
2rom the overall ranking figures it can be seen that (K* occupies
the first place with 8>>; points, close on the heels to (K* is KC" with @;:
points followed by +amakrishna, )S( and K( respectively.
l0
TABLE B)5D
#OMMENTS H V$E8S RE0AR2$N0 "M#H EOPEN EN2E2 CUEST$ONF
S)No #ate(ory
No) of
Respon!ents
Percenta(e
EGF
8 Charges are very high 5Costly6 ;@ :<
/ Bitter '4perience at KC" ; :.8
: )roblem of Accessibility 5 1istance6 8@ 8;.=
;
&n house services improvement
5suggestions6 /8 89.:
0 )ositive opinion /9 />./
9 (eneral Suggestions 8> =.<
Total 8/@ 8>>
$NFEREN#E
$here were 8/@ who responded to the open ended #uestion 5%ffer you
comments3views about KC"6. $heir views were classified carefully into si4
categories as shown above. :<J feel the charges are on the higher side, />./J
have given positive comments about KC" 89.:J have suggested that the
services delivery inside the hospital is to be improved. 8;.=0 claimed that the
hospital was outside the city limits and accessibility is a problem. =.<J have
given general suggestions to the hospital and :.8J have had a bitter e4perience
at KC".
l0i
#HAPTER 6
F$N2$N0S
• KC" has a good popularity as far as emergency and ambulance
services are concerned. ore than <>J are aware about emergency
services and more than =>J are aware about the network of ambulances
provided by KC". $hough these figures are satisfactory, the responses
to the other #uestions related to emergences services were poor. =;J of
the respondent could not recall even one emergency care number. %nly
*eelambur, $hekkalur and +amnagar areas have a high degree of
awareness.
• %verall KC" has attracted the most number of recalls 5:0J6 when
asked which hospital comes to their mind when it comes to emergency
services. ,hen the respondents were segmented into those aware of the
accident care services and those not aware, it was found that amongst
those aware :<.0J recalled KC" and those not aware ::.0J recalled
K(. K( could be considered the nearest competitor to KC".
• A miniscule of 9J only disagreed with the statement that NKC" is
providing e4cellent accident care emergency careO. Amongst those not
aware about emergency services 08J stood neutral to the statement.
Amongst those aware ;@.0J Agreed completely and /0.0J Agreed
somewhat. $his is a great strength to the hospital.
• '4cept aster health and 'mergency Care services a large proportion of
the respondents claimed that they have G*o idea! about the speciality
services. %verall KC" has attracted the most number of recalls for
l0ii
Kidney $ransplants 5/<J6, "ip3Knee replacement 5/@J6, Brain stroke
5//J6 and aster health 5:<J6
• $he respondents were divided into those who are aware of the speciality
and those not aware. &t was found that amongst those aware itself a large
number have not recalled KC" for %pen heart 500J6, &nfertility 50/J6,
aster health 5;;J6, 'mergency care 59>J6. $hese figures show that
only awareness is there but no preference is there.
• $here are many who have claimed that they have Gheard about! or had Gno
idea! about the facilities. (K* had the most number of recalls for open
heart surgeries among these respondents 5;<J6, Kidney $ransplantsD K(
5/8.0J6, "ip3Knee +eplacementD +amakrishna 5/>J6, Brain StrokeD K(
5/=J6, aster healthD K( 5:>J6, &nfertilityD (K* 5/0J6. All these
hospitals are the competitors to KC" in their respective specialities.
• ,hen asked to recall the most reasonable cost hospital, :<J recalled
(K*, followed by )S( 58@J6, and followed by KC" and +amakrishna
with 89J. $hose who came for treatment to the hospital, ;8J GAgree
somewhat! KC" is providing services at a reasonable cost and those
who came as visitors /8J Agree somewhat with the statement. Around
0>J of the respondent lie in the *either Agree nor disagree and 1isagree
category. Also for the openBended #uestion around :<J gave comments
that the charges of KC" were on the higher side. All these show that
cost wise KC" is at a comparative disadvantage.
• ost of the respondents, ==J were satisfied with the services of KC".
%nly a small percentage were dissatisfied. ,hen asked to rank the
various hospitals in terms of cost, #uality and preference (K* occupies
the first place with 8>>; points, followed by KC" with @;: points and
followed by +amakrishna with <>@ points.
l0iii
• ,hether the respondents have come for treatment or as a visitor, a
majority of them, around 9/J agree that they would prefer KC", and
around 9/J responded that they would recommend KC" to others.
$here is a trade - off here as for some of the specialties, though many
were aware that it was available in KC" they didn!t recall KC", when
asked which hospital comes to your mind first for the various specialities.
• Be it 'mergency care, ambulance services or awareness about the
various specialities, the ma4imum source through which people have
gained awareness is through 2riends3 +elatives, followed by
Advertisements in newspapers and billboards.
TO SUM $T ALL1
• &f the awareness level satisfaction scale was divided into G"ighly
Satisfied!, GSatisfied!, and G*ot Satisfied! and G*ot at all satisfied!, KC"!s
awareness level would fall under the satisfactory level.
• $he competitive position of KC" 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 KC" for various specialities.
• $he hospital is perceived to be Gcostly! by many though many prefer
KC" as their hospital.
l0iv
#HAPTER .
SU00EST$ONS
• $he hospital should try and position itself as a Ncommon man hospitalO or a
Nvalue for money hospitalO by carrying out a routine advertising campaign
as many perceive the charges of the hospital are on the higher side.
• $he e4pertise 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 organi.ation should try to leverage upon.
2or a positive word of mouth communication to spread the service delivery
system has to be perfected and fine tuned. $his was known when
interacting with the respondents during the data collection process.
• $he 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 1iagnosis and treatment. &n marketing parlance if all these factors are
looked into more opinion leaders would be created 5an opinion leader is
one who informally influences the actions and attitudes of others6
l0v
• $he advertisements displayed by the hospital would add value to the word
of mouth communication process. Advertisements related to the
emergency care number of KC", &nterventional +adiology procedures
needs to be given a more focused thought. $he intensity of advertising
needs to be enhanced and a continuous advertising campaign about the
doctors and facilities in tandem would help the people recall KC", retain
it at the top of their mind and come to KC" when the need arises.
• $he advertisements of the hospital should have a rational appeal, i.e
justifying the cost aspect of the hospital consciously. any claim that
accessibility is a problem, as the hospital is outside city limits. $his
problem can be overcome judiciously by claiming the facilities provided by
KC" as a uni#ue one and it!s worth the visit to the hospital.
l0vi
#HAPTER D
#ON#LUS$ON
$he study NAssessment about the level of awareness of various Speciality
services offered by KC"O has brought to the surface certain gray areas where
the hospital needs to pay attention. &t has also revealed certain things which the
hospital can feel good about. KC" has to mainly focus on the Gcost aspect! as
this is the most important criterion to be met if more people are to be drawn into
the hospital. $here is a general perception that taking treatment at KC" is a
costly affair which is to be eradicated. $he cost aspect and the premium #uality
offered should form an integral part of the advertising. $he responsibility vests on
the arketing 1epartment to highlight the hospital as one in which Gyou pay only
for the #uality service, and the service is of premium #uality!. $his could be
adopted as the advertising motto. Continuous advertising about emergency care
number and various specialties offered should be undertaken. &n terms of
technical e4pertise, KC" has an edge over others.
Cleanliness of the hospital, Adherence to appointments, Canteen
2acilities, ,aiting time, +eception arrangements have long been the mantra for
satisfying the patients and visitors who come to KC", apart from the diagnosis
and treatment. $he study has also authentically proved that all these factors
needed to be improved on a continuous basis in order to sustain its competitive
position.
l0vii
QUESTIONNAIRE
I am '%Saravanan3 '%B%5%3 st$dent of Kong$ 4ngineering 6ollege3 4rode cond$cting
a s$rvey on Awarene a!"#$ $%e %ea&$% 'a()&)$)e )n C")*!a$"re along 2ith Kovai
'edical 6enter and hospital3 6oim"atore% /he details are asked p$rely for research
p$rpose and to improve the health services to the p$"lic% Kindly spend a fe2 min$tes
to fill this form% Please try to attempt all the 7$estions%
+F $o help us analy.e this survey please give us the following detailsD
aF 0en!er ? ale ? 2emale
'F 4o:r appro=i&ate a(eK
? under /0 ? /0 - :; ? :0 - ;; ? ;0 - 0; ? 00 - 9;
cF 4o:r Occation
? Businessman ? Self employed ? )rofessional51r. 3 7awyer3'ngr6
? Student ? )rofessor 3 7ecturer ? '4ecutive 3 'mployed
? "ousewife
!F 4o:r $nco&e leel H 4ear appro=i&atelyK
? 7ess than +s.8lakh ? +s.8lakh - +s.:lakhs
? +s.:lakhs - +s.0lakhs ? (reater than +s.0 lakhs
eF E!:cational C:alificationK
? )ost (raduate ? (raduate
? Completed my schooling ? 1id not under go education
? others, QQQQQQQQQQQQ
l0viii
5) ,hich hospital comes to your mind first when it comes to the followingH
S)No Specialties PS0 "M#H "0 0"NM RAM
8
%pen heart surgeries
3 Angioplasties
? ? ? ? ?
/
Kidney $ransplants 3
1ialysis
? ? ? ? ?
:
"ip and Knee
replacement
? ? ? ? ?
; Brain Stroke ? ? ? ? ?
0 &nfertility Clinic ? ? ? ? ?
9
aster "ealth Check
up
? ? ? ? ?
= 'mergency Services ? ? ? ? ?
< ost reasonable cost ? ? ? ? ?
i6 &f you have not tic?e! "M#H for any of t%e a'oe, State your reasonD
? & believe the other hospital to be better
? $he other hospital is less e4pensive
? Because of specialists availability at the hospital
? because & am aware of the service only in that hospital
? %thers, Specify QQQQQQQQQQQQQQ
l0i0
-F KC" has /; hours emergency and accident care services. 1o you know
about itH
? Les ? *o
iF &f your answer to the above #uestion is 74es91 then how did you know about itH
? through friends 3 +elatives ? 2amily 1octor ? )atient references
? Advertisements in newspapers ? because KC" is
very popular
? through people working in KC" ? advertisement boards on the +oads
? %thers, specify QQQQQQQQQQQQ
BF KC" has a network of ambulances at various places for emergency care 1o
you know about itH
? Les ? *o
iF &f your answer to the above #uestion is 74es91 then how did you know about itH
? $hrough friends 3 +elatives ? 2amily 1octor
? & have seen the ambulance ? Advertisements in newspapers ?
because KC" is very popular
? through people working in KC" ?advertisement boards on the +oads
? others, specify QQQQQQQQQQQQ
6F $he following are the accident care 3 trauma care centres of KC". ,hich are
the centres you are aware ofH
? *eelambur ? $hekkalur ? Annur ? Cdumalpet
? )erundurai ? +amnagar 5Cbe6 ? 'rode ?(obi
l00
? 00>>>8 ? /9/=@@@ ? 008/8/@ ? /@;9@8/
? @<@;:0>8== ? @<;//B</=@@ ? @<;:>B=/88; ? @;;:9//08>
? 1on!t Know the number ? "ave it noted in diary
iF &f you know the number for the above #uestion, how did u know itH
? Advertisements in newspapers ? because KC" is very popular
? advertisement boards on the +oads ? through friends3 +elatives
? )ersonal e4perience with emergency care
? others, specify QQQQQQQQQQQQQQQQQQQQQ
*F Are yo: aware about the following facilities 3 Services provided by KC"H
S)No
FacilitiesHSerices
Proi!e!
$
?now
it
ery
well
E+F
$
%ae
%ear!
a'o:t
it E5F
No
i!ea
E-F
8.
%pen heart
surgeries 3
angioplasties 3
pediatric heart
surgeries
? ? ?
/
Kidney $ransplants
3 1ialysis
? ? ?
:
"ip and Knee
replacement
? ? ?
;
$reatment for brain
stroke 5by
interventional
radiology6
? ? ?
0 $reatment for
infertility 5by
assisted
reproductive
? ? ?
l00i
techni#ue6
9
aster health
check up
? ? ?
iF i6 &f your answer to the above #uestion is 7$ ?now it9 or 7$ %ae %ear! a'o:t
it91 how did you come to know about the facilities H
? $hrough friends 3 +elatives ? 2amily 1octor ? )atient references
? Advertisements in newspapers ? because KC" is very popular
? through people working in KC" ? others QQQQQQQQQQQQQQQQQQQQQQQQQ
DF $here are a few statements written below, for each one we would like you to
tell whether you agree or disagree with it. 5+'A1 $"' S$A$''*$S B'7%,6
S)N
o
State&ent
A(ree
#o&pletely
A(ree
So&ew%at
Neit%er
A(ree
not
2isa(ree
2isa(ree
So&ew%at
2isa(ree
#o&pletely
8
KC" is
providing
services to the
public at a
reasonable
cost
? ? ? ? ?
/
$he #uality of
medical care
provided by
KC" can be
compared with
international
standards
? ? ? ? ?
0
KC" has
e4cellent
accident care
and
emergency
services
? ? ? ? ?
:
KC" will be
my most
preferred
hospital when
it comes to
health
? ? ? ? ?
l00ii
;
&n future & will
recommend
KC" to
others
? ? ? ? ?
/) i6 "ave you been to KC"H
? Les ? *o
iiF &f yes1 for what purposeH
? As an outpatient ? for diagnostic services ? Came as a visitor ?
As an inpatient ?%thers, Specify QQQQQQQQQQQQ
iiiF ,hat was your satisfaction level at KC"
? ?ery Satisfied ? Satisfied ? *ot Satisfied ? *ot at all Satisfied
+,F &f you are asked to rank the following hospital in terms of Auality, Cost and
your preference how would you rank them from 8 to 0H
)S( QQQQQQQQQQQ
KC" QQQQQQQQQQQ
K( QQQQQQQQQQQ
(K* QQQQQQQQQQQ
+AAK+&S"*A QQQQQQQQQQQ
++F Lour comments, suggestions and views regarding KC"D
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
T%an? yo: for yo:r assistance an! cooperation in t%e s:rey)
l00iii
REFEREN#ES
• AA"ER1 "UMAR1 2A4 N arketing +esearchO - Rohn ,iley E Sons, =
th

edition
• AM$R 2 A#@EL1 3A4AVEL SOUN2ERAPAN2$AN N Complete Business
StatisticsO - $ata c(raw "ill 0
th
'dition
• LEON)0)S#H$FFMAN1 LESL$E LA@AR "ANU" N Consumer BehaviourO
)earson 'ducation
• THOMAS "$NNEAR1 TA4LOR N arketing +esearchO c(raw hill
)ublishing Company 58@@86
• RO0ERS1 8$LL$AMS N&ntroduction to "ealth ServicesO c(raw "ill
)ublishing Company 58@@:6
l00iv

doc_776800526.doc