Under Guidance of Prof Chabbi Sinha

Submitted by : SECTION 1B (HEALTHCARE)

ANAND TUTEJA 1B-40
NANDITA KATIYAR 1B-54
SHRAVAN RASTOGI 1B-59
RASWINDER JIT SINGH 1B-31
RUPAL NIMBHORKAR 1B-33
ARUN PUNDIR 1B-43
COMPANY CHOSEN :

Contact Details :
Address: Med Access India Pvt. Ltd.
A3/9/5, Millennium Towers,
Sector 9, Sanpada,
Navi Mumbai- 400 705
Maharashtra, India.

Phone: Landline: +91 22 27530766

Cell Phone: +91 981900 6011/ +91 998772 2880

Fax: +91 22 27530766

E-mail: info@medaccessindia.com
enquiry@medaccessindia.com

Project Guide :
Mrs. Shashi Wankhede
Marketing Director
Med Access India Pvt Ltd
Mobile : 919823226011
Before co-founding Med Access, Mrs Shashi Wankhede was heading the sales
& marketing for South-East Asia for a US multinational. She is a strategist and
believes in absolute customer and market oriented approach to marketing.
She is an MBA in marketing and she is having an experience of 22 years in marketing.
LOCATIONS OF MED ACCESS
 CONTENTS
1. About the Project & Project Objectives

2. OVERVIEW OF THE INDIAN HEALTHCARE SECTOR

a. Classification
b. Categorization Schemes
c. PEST Analysis
d. Ongoing Initiatives
e. Strengths / Opportunities
f. Threats / Weaknesses

3. MEDICAL TOURISM INDUSTRY IN INDIA

a. Through the Ages
b. Countries Promoting
c. potential
d. Why INDIA
e. Government Initiatives
f. Cost Comparison
g. Source of Medical Tourists
h. Concerns
i. Industry Issues
j. Path Forward

4. SEGMENTATION OF THE MARKET

a. Segmentation
b. Benefit Clusters
c. Zeithmal Customer Pyramid
d. On basis of Treatment Required
e. On basis of Domain of Medical & Therapeutic Care
5. DIFFERENTIATION
a. Services
b. Personnel
c. Channel

6. POSITIONING
a. By Benefit
b. By Attribute
c. By price / quality
d. Complexity vs Diversity

7. NATURE OF CUSTOMER CONTACT

8. PURCHASE PROCESS

9. RISKS PERCEIVED & MINIMIZATION

10. EASE OF EVALUATION

11. SERVICES MARKETING SYSTEM

12. CORE & SUPPLEMENTARY SERVICES

13. FLOWER OF SERVICE

14. NEED GAPS IDENTIFIED

15. SERVICE BLUEPRINT

16. ZONE OF TOLERANCE

17. SERVICE INSIGHTS (in customers own words)

18. COSTS TO CUSTOMERS

 ABOUT THE PROJECT :

The project has been conducted by the students

of section 1b (HEALTHCARE GROUP) of sims,,
pune TO DEVELOP A LIVE PROJECT IN THE
MEDICAL TOURISM INDUSTRY OF INDIA.

The project attempts to gain an insight into the

medical tourism sector in india by taking an
example of company – med access

PROJECT OBJECTIVES :

1. to gain an insight into the medical tourism sector of india

2. to study critically the various aspects of service delivery in
this sector like :
 Step by step purchase process
 Zone of tolerance
 Flower of service
 Costs to the customers
 Detailed segmentation
 Nature of customer contact
 Ease of evaluation of service
 Service blueprint
 Perceived risks
 Service marketing system
 Core & supplementary services
HEALTHCARE INDUSTRY
The healthcare industry can be classified as

1) Medical service providers

2) Diagnostic service providers

3) Third party service providers

3a) Clinical trials
3b) Healthcare service providers
3c) Medical Transcription & Telemedicine
3d) Health Insurance
3e) Others (laundry , caterer etc)

4) Bio-Pharmaceuticals Manufacturers

5) Medical Devices Manufacturers

 CLASSIFICATION
1) NATURE OF ORGANIZATION
Purpose Individuals

Structure Profit (provided by private players)

Non-profit (provided by government and NGOs)
Type Both Public and Private

2) NATURE OF SERVICE
Degree of tradability Embodied Service
Pure Service (Doctor consultation)
Service directed Individuals
towards
Degree of Low
merchantability

3.) CUSTOMER RELATIONSHIP

Type of relationship Formal ( medical services and 3rd party services)
Informal (Diagnostic services)
Degree of participation Customer present during service performance: (medical services
and Diagnostic services)
Customer not present during service performance: (3rd party
service providers)

4.) NATURE OF DEMAND

Level of demand Demand exceeds capacity (Doctor-patient ratio in India :0.6/1000)
(Global Average 1.2/1000)

Degree of fluctuation Variable degree of fluctuation

5.) SERVICE PACKAGE

Number of Multiple Services, multiple goods (Medical service providers and diagnostic
services and services)
goods Multiple services, one good (3rd party services)
Only services (HCC)
Units of Situation and time both
service
Degree of High (diagnostic services)
equipment Medium (Medical services and 3rd party services)
base
Degree of High
customization
Degree of Cannot be defined
durability

6.) DELIVERY METHOD

Availability of Multiple Sites
service
Nature of Both
delivery
Type of Independent
Consumption
Allocation of Reservation, order of arrival and preferential
capacity

CATEGORIZATION SCHEMES
1) Nature of the service act :

People Things
Tangible Actions

Medical services
Clinical Trials
Diagnostic services
Intangible actions

Healthcare convenience
portals

Medical transcription
 2) Relationship with customers: type of relationship
and nature of service delivery

Membership relationship No formal relationship

Continuous

Diagnostic services
Medical services
Discrete

Healthcare
Clinical trials convenience portals

Medical transcription

3) Customization and Judgement of customer contact

personnel in service delivery

Extent to which services are customised

High Low

Medical services Clinical trials

Judgement of customer
High
contact personnel

Medical transcription
Low

Diagnostic services Healthcare

convenience portals
Areas of Opportunity in HC sector
o Medical-Infrastructure
o Telemedicine
o Medical-Equipment
o Medical-textiles
o Health-Insurance
o Clinical-Trials
o Health-services-outsourcing
o Medical value travel

STRENGTHS / OPPORTUNITIES
o 8 crore diabetics by 2030 now=6crore
o 100% FDI allowed
o Booming health insurance (premiums grew 133% for private players)
o Favourable destination for clinical trials (no regul’n; huge popul’n)
o Medical tourism becoming the core competency of Indian HC sector
o No of hospitals increasing (Apollo 250hosps; max 750 beds delhi)
o New players in hospital business (wockhardt; reliance; aditya-birla)
o 40 bn US $ expenditure on healthcare in next 5 years
o Proposal to setup medical parks ~SEZs
o Focus on integrated medical services (Apollo health city)
o ISRO to launch “healthsat” by 2010 (satellite for telemedicine)
o Availability of a large pool of English speaking doctors
o Large no of contract research & manufacturing organizations
o India has largest no of USFDA approved plants outside USA (ie 61)
o Indian strengths in AYURVEDA, UNANI, YOGA & HOMOEOPATHY
o In 2008 the US patents on 35 drugs worth 73 bn $ have expired
o Increasing income of people
o Increasing awareness of people
o Increasing diseases in people
 Areas of THREATS / WEAKNESSES
o Lack of venture capital
o Lack of govt spending
o Low emphasis on R&D
o Low emphasis on branding

FACTS & FIGURES

o GLOBAL HEALTHCARE REVENUE 2.8 trillion US $
o INDIAN INDUSTRY US $ 34 bn INDUSTRY BY 2012 PROJECTED US$40 bn
o ANNUAL GROWTH RATE 13%
o Out of the total healthcare spending, 15% is government funded, 4% is from social
insurance, 1% is from private insurance and the remaining 80% is out of pocket
expenditure.
o REVENUES FROM THE SECTOR CONSTITUTE 5.2% OF GDP AND WILL REACH 7.2%
BY 2012
o EMPLOYMENT TO 40 LAKH PPL. WILL REACH 70 LAKH BY 2012.
o GLOBAL NO. 4 WITH 8% IN VOLUME & 2% IN VALUE
o BED / 1000 POPULATION RATIO = 1.03 IN INDIA. WHEREAS IN CHINA, KOREA,
THAILAND ITS 4.3. TARGET IS TO INCREASE IT TO 1.85 BY 2012.
o >30% of the national bed strength is concentrated in 150-odd corporate hospitals.
(eg Apollo has 6400 beds in 32 hospitals)
o DOCTOR : POPULATION = 1:1722 FOR ALLOPATHIC AND 1:1280 FOR ALL
STREAMS OF DOCS.
o DOCTOR POPUL’N RATIO = 0.6 / 1000 AS COMPARED TO GLOBAL AVERAGE =
1.2 / 1000
o DENTIST POPUL’N RATIO = 1 : 250000 IN RURAL ; 1 : 10000 IN URBAN
o INDIA WILL BE SPENDING 40 bn US $ ON HEALTHCARE IN THE NEXT 5 YEARS
o PRIVATE SECTOR ACCOUNTS FOR NEARLY 80%
o BY 2030 INDIA WILL HAVE A POOL OF 8 CRORE DIABETICS (NOW=6 CRORE)
o 100 % FDI ALLOWED
o NO. OF DOCTORS IN INDIA = 6,25,000 ; DENTISTS = 80000
o NO. OF DIAGNOSTIC CENTRES = 14000
o NO OF NURSING HOMES IN INDIA = 24000
PEST ANALYSIS

1 Political Factors
Legislation for Accreditation of Healthcare Institutions
Extension of Visa Period for Medical Tourists
Regulatory & Tax Reforms

2 Economic Factors
Lack of Government Spending

3 Social Factors
Increasing Elderly Population
Geographical Reach
Increasing Demand for Specialty Services

4 Technological Factors
Use of Information Technology
Role of Telemedicine

ONGOING INITIATIVES

o R & D development
o Transparency in procedures
o Quality issues
o Corporate Governance
o Public – private partnership programs
o Govt initiatives – NATIONAL RURAL HEALTH MISSION
 MEDICAL TOURISM THROUGH THE AGES

Neolithic & Bronze Age Mineral & Hot Spring visits

Middle Ages Thermal Springs

16th century “Fountain of Youth”

17th /18th century Spa

19th century Sea & Mountain Air (TB sanitarium)

20th century “Health Farms” or “Fat Farms”

1991 Formation of International Spa Association

TODAY “Hospitals more like spas & spas more like hospitals.”

COUNTRIES PROMOTING MEDICAL TOURISM

 POTENTIAL OF MEDICAL TOURISM

Healthcare Indicators
 Global healthcare revenue US$ 2.8 trillion
 India’s healthcare industry worth US$ 34 billion; to grow by 13%
per annum for next 6 years
 Tertiary care to earn addnl. revenue of Rs. 5-10,000 crores
 Health procedures across world show 200-800% cost difference
 No of medical tourists to increase geometrically
300000
2,72,000
250000

200000 1,80,000
150000

100000

50000

0
2004 2007
 Internationally accredited medical facilities using the latest
technologies
 Highly qualified Physicians/Surgeons and hospital support staff
 Significant cost savings compared to domestic private healthcare
 Medical treatment costs in India are lower by at least 60-80% when
compared to North America and the UK
 No Wait Lists
 Fluent English speaking staff
 Easy visa availability for patient as well as family members for 1 year
extendable upto 2 yrs
 Options for private room, translator, private chef, dedicated staff
during your stay and many other tailor-made services
 Can easily be combined with a holiday / business trip
 Alternative Therapies in India for Medical Treatment
India is renowned for ancient alternative therapies such as Ayurveda,
Yoga and Meditation, and Therapeutic Massage. India is an exotic
tourist destination offering everything from beaches, mountains,
cosmopolitan cities, quaint villages and pilgrimages to suit every
palate. Rich in history and culture, India has proved to be an oasis in
the modern world, providing complete health and well being, while
providing the latest in technology.
 Indian Corporate Hospitals
 Indian corporate hospitals have a large pool of doctors, nurses,
and support staff ensuring individualized care. The highly
skilled personnel, with wide experience and international
exposure excel in Cardiology and Cardiothoracic surgery,
Orthopedic surgery, Bariatric or Obesity surgery,
Gastroenterology, Ophthalmology, Dentistry, and Urology, to
name a few.
 All medical investigations are conducted using the latest,
technologically advanced and cutting edge diagnostic
equipment.
 Stringent quality assurance exercises consistently ensure
reliable and high quality test results in a timely manner.
 GOVERNMENT INITIATIVES
 To encourage medical tourism in India, govt has extended the time limit of
MEDICAL VISAS to 1 year (from 3 months) extendable by another 1 year.

 Indian govt also provides visas to the attendants / family members of

the patient.

 To capitalize on medical tourism and build a sustained public-private

partnership in the hospital industry, the Indian government is supporting an
initiative by well known heart surgeon Dr. Naresh Trehan to build a “Medi City”
in Gurgaon, on the outskirts of Delhi. The compound will include a 900-bed
hospital that supports 17 super specialties, a medical college and paramedical
college. The project, on 43 acres of land, will cost an estimated $493 million. The
Medi City will integrate allopathic care with alternative treatments, including
unani, ayurvedic and homeopathic medicine, and it will provide telemedicine
services as well.

 To encourage the growth of medical tourism, the government also is

providing a variety of incentives, including lower import duties and higher
depreciation rates on medical equipment, as well as expedited visas
for overseas patients seeking medical care in India.
SOURCE OF MEDICAL TOURISTS IN INDIA
 CONCERNS

Consumer’s Point of View

Negative Perceptions
Unhygienic Medical Insurance Instability
Pollution Inadequate Cover Terrorism Prone
Backward & Underdeveloped Communal Unrest
Bureaucratic
Insurance Frauds Connectivity
Accreditation Few Global Players Less Flights!!
No Uniformity Overseas Companies Bad Roads
ISO, CRISIL, ICRA Refuse
Reimbursements Public Transport
WEST: JCAHO

CONCERNS

Promoter’s Point of View

No Regulation Inadequate Land

Reforms
Ensuring Ethics
No Coordinated Taxation Anomalies
Systemic Supports
Funding Constraints
Infrastructure
Deficiencies Implementation
Lacunae
Electricity
Power Supply
Bureaucratic
Water Bottlenecks
 INDUSTRY ISSUES

Standardized education in Medical Institutions

Doctors Strong regulatory mechanism to curb quacks
No communication and inter-personal level teaching

“Spinal ” level not “Cerebral” level thinkers

Nurses &
Inefficient Language skills
Paramedical Lack of Standardization

Hygiene awareness in medical attendants

Unhygienic Food handling
Service
Lack of Hospitality Services
Heterogeneous Pricing of services

IMMEDIATE TACTICAL IMPERATIVES

India’s Focus
Build reputation as leader in healthcare in developing world :
 SAARC Countries
 South East Asia, Middle East, Central Asia, Africa
 Domestic Tourists & Patients
 India Diaspora NRIs

Procedures amenable to Medical Tourism:

Eye Surgery (Cataract, Retina) ; Heart & Circulatory ; Cancer ;
Chronic / Acute : Gynaecology ; Genito-Urinary ; Reproductive Dysfunction ;
In-vitro procedures ; Hip and Joint Replacement Surgery etc.

Cosmetic : Plastic & Reconstructive Surgery ; Dental Cosmetology

Preventive : Preventive Health Checks ; Dental Procedures

 PATH FORWARD
(Potential + Improvements)
IMPROVEMENTS
Uniform Medical Education Standards
POTENTIAL
Industry Accredit ion Standards
Doctors & Paramedics Mandatory Accreditation of all Colleges &
Expertise Recognized Hospitals
Cost Advantage Target-oriented Infrastructure Investment
Language Skills More Medical, Nursing collages and Hospitals
Vibrant Industries Regulatory Bodies with Teeth
IT Strength Government soft loan to Private Players
Management Skills Tax Holiday & Further Duty Roll Back
Pharmaceutical Industry Apex Industry body under Union List
Tourism Potential Greater Industry & Govt. Interaction
Service Industry Mindset Medical Insurance Reforms
Seamless Single-Window Facility to Tourists
Govt. promotes India as Health Tourism Destination

PATH FORWARD
( For Success )

REALIZED POTENTIAL SPIN-OFF

GDP Growth
Employment in Healthcare Sector
INDIA Employment in Tourism Industry

EMERGES Percolation effect in Healthcare in India

AS MAJOR Overall Growth in Commerce

HEALTH Reversal & Arrest of Brain Drain

TOURISM Stimulus to Pharmaceuticals Industry

DESTINATION Growth in Insurance Industry

Better medical facilities for larger population
Catalyzes India to the Club of Global Leaders
 SEGMENTATION OF THE MEDICAL TOURISM MARKET
GENERAL SPECIFIC
DEMOGRAPHIC : USAGE RATE : Small
 All age groups
 Both the genders BRAND LOYALTY :
On extreme ends (v. high / v.
OBJECTIVE

GEOGRAPHIC : low) depending on the

 USA service experience
 Europe
 Middle East TYPE OF PURCHASE : Special

SOCIO ECONOMIC : USER STATUS :

Middle & Lower Income Generally a one time buy.
Group people unable to Repeat purchases may also
afford quality medical occur occasionally but
care in their own unlikely.
countries

LIFESTYLE : BENEFITS SOUGHT :

 Health conscious people
 Beauty conscious people
 Disease affected people
 Nature loving people
SUBJECTIVE
 Cost advantage
 Quick processes
 Quality medical care

 People loving traditional ATTITUDE TOWARDS SERVICE :

Indian remedies Highly Enthusiastic

ATTITUDE TOWARDS
TECHNOLOGY : Favoring a blend
of technology, culture & nature.
(functionals)

CHANNEL PREFERENCES :
Preferring a direct channel
augmented with personal touch.
 BENEFIT CLUSTERS IN THE
MEDICAL TOURISM MARKET

ZEITHMAL’S CUSTOMER PYRAMID

SEGMENTATION ON BASIS OF TREATMENT REQUIRED
Medical tourists come to India for many treatments but
they can be classified & segmented as follows :

SEGMENTATION ON BASIS OF TREATMENT REQUIRED

 SEGMENTATION ON BASIS OF DOMAIN
OF MEDICAL & THERAPEUTIC CARE

CROSS-BORDER health and wellness services or medical tourism can be clustered into
four distinct domains that are inter-connected by the provision of professional medical
and therapeutic care.
FULL HOSPITAL CARE & TREATMENT

SPECIALTY CLINICS (e.g. eye, dental and cosmetic services)

WELLNESS & SPA CENTERS

RETIREMENT & LONG TERM CARE FOR THE ELDERLY

SERVICES DIFFERENTIATION IN MEDACCESS

 Ordering Ease : Any service can be ordered on the

internet / phone channel making it very convenient for
anybody sitting in any corner of the world to avail the
service.

 Delivery : The delivery of the service is instantaneous. It

starts right from the moment the tourist / patient lands
in India & ends only when he returns.

 Customer Training : Full training / information /

briefing is provided to the customers regarding the type
of treatment, doctor operating on, hospital providing
service, additional services etc.
 Maintenance : MedAccess takes extra effort to maintain
the quality of services being provided to the customers
by its 24 X 7 customer service center remaining in touch
with all the customers, hospitals & other service
providers.

 Miscellaneous services : A 24 X 7 customer service

center operates. It provides instant response to all the
queries of the customer by email / phone.

PERSONNEL DIFFERENTIATION IN MEDACCESS

MedAccess ensures that their employees are always no. 1

on the formal parameters :
 Competence
 Courtesy
 Credibility
 Communication
 Reliability
 Responsiveness

CHANNEL DIFFERENTIATION IN MEDACCESS

MedAccess follows only one channel of service delivery

i.e. the INTERNET channel. It accepts payments in all
major currencies from all types of accounts.
 POSITIONING OF MEDACCESS

1. Positioning by Benefit :

2. Positioning by Attribute :

3. Positioning by Price / Quality :

 COMPLEXITY VS DIVERSITY

NATURE OF CUSTOMER CONTACT

 STEP BY STEP PURCHASE PROCESS
Step 1

General Enquiry Form:

After Med Access India receives the Enquiry Form with customer’s basic questions and
concerns, it responds with relevant information including:

 Answers to all initial queries.

 Budgetary estimate of all inclusive cost estimates for surgery.
 A basic outline of recuperation period for your selected surgical procedure.

Step 2

Medical History Form:

 Customers send the completed Medical History Form.
 They send recent Photographs /X-Ray's / CT scan / MRI Scan's / Echocardiogram
/ Angiogram / Pathological Reports or a summary of observations on them as per
the treatment/ procedure requirements.
 Medical History Form and additional medical inputs are forwarded to the surgeon
for professional inputs.
 Surgeon will make an initial Clinical Medical Evaluation.

Step 3

E-Mail Correspondence & Telephonic Consultation:

 Med Access India urges customers to continue asking any questions about their
treatment. These questions can be directed to Med Access via email or
telephonically as part of the service.
 Med Access India arranges telephonic consultation with the surgeon.

Step 4

Booking Form:
 Customers forward the completed Booking Form to confirm their provisional
booking.
 They also forward their detailed flight information.
 Med Access India will forward pre & post operation instructions for the
selected procedure.
 Med Access India will Invoice the customers for payment of the non-
refundable registration deposit.
  On receipt of the funds Med Access will confirm their bookings and forward a
detailed itinerary for their surgery and medical appointments.

Step 5

Arrival:
 Customers are welcomed at the airport by Med Access India’s Representative.

Step 6

Pre-operative consultation with the Surgeon:

 The first consultation with the surgeon is scheduled soon on their arrival.
 The selected surgeon will:
1. Satisfy all their queries.
2. They mutually agree about the outcome and expectations of the results of
your surgery.
3. They should have discussed all the available alternatives and understood
the risks of the procedure to their satisfaction.
 They sign the consent.
 They will receive the final confirmation on the fee quoted in the initial enquiry
after further medical evaluation by the surgeon.
 The balance due after payment of the deposit is payable directly to the
hospital/surgeon at their pre operative consultation.
 Payment can be made via cash or credit cards.

Step 7

Surgery:
Med Access India’s representative will accompany them to the hospital on the day of
surgery to ensure that everything is in order.

Step 8

Recuperation:
They need to recuperate in the place of their surgery for the required post operative
period which is dependent on the nature of the procedure. The bookings are done in
advance as per their choice and selection.
 Step 9

India Holiday:
In case they are interested to take their Tour India Holiday or opted for an Ayurvedic or
Rejuvenation, Med Access India will make all necessary arrangements and bookings.

Step 10

Feedback and Follow up:

 After they reach back home, follow up e mail consultations are available all the
times.
 In its endeavor to continuously improve its services, Med Access would request
them for their honest inputs, suggestions and comments .

PERCEIVED RISKS & MINIMIZING THEM

 Functional – unsatisfactory performance outcomes

THIS IS TAKEN CARE OF BY ASSOCIATING WITH THE BEST
HOSPITALS & PHYSICIANS IN INDIA
 Financial – monetary loss, unexpected extra costs
THIS IS TAKEN CARE OF BY GIVING THE PATIENT A PRELIMNARY
QUOTE ABOUT THE SERVICES DESIRED & THE SITUATIONS
WHERE IT CAN CHANGE. ALSO PERSONAL ATTENTION IS PAID TO
CUSTOMERS PROBLEMS REGARDING ANY FINANCIAL QUERY
 Temporal – wasted time, delays lead to problems
THIS IS TAKEN CARE OF BY MAKING THE BOOKINGS IN ADVANCE
AS SOON AS THE CONFIRMATION IS RECEIVED FROM THE
PATIENT / CUSTOMER
 Physical – personal injury
THIS IS TAKEN CARE OF BY ASSOCIATING WITH THE THE BEST
HOSPITALS & PHYSICIANS IN INDIA
 Psychological – fears and negative emotions
THIS IS TAKEN CARE OF BY REAFFIRMING & REASSURING THE
PATIENTS WITH PERSONAL CONTACT & TESTIMONIALS OF OTHER
PATIENTS.
 Sensory – unwanted impacts to any of five senses
THIS IS TAKEN CARE OF BY ASSOCIATING WITH THE THE BEST
HOSPITALS & PHYSICIANS IN INDIA
 EASE OF EVALUATION

SERVICE MARKETING SYSTEM

CORE &SUPPLEMENTARY SERVICES IN MED ACCESS
FLOWER OF SERVICE IN MED ACCESS
NEED GAPS IDENTIFIED BY MED ACCESS
SERVICE BLUEPRINT
 ZONE OF TOLERANCE

The zone of tolerance has been quite less as can be seen from the patients view point. The
difference between the adequate service and the desired service is very less because Med
Access provide online forms, telephonic consultation, delegated hospitals and best
surgeons. All one has to do is get off the airport and the rest will be done for you from
transportation to the end surgery. This has lead to the overwhelming performance of Med
Access and has gained tremendous popularity.
 SERVICE INSIGHT (IN PATIENTS OWN WORDS)

Patient's Name : Mike Smith

To Future Patients:

I have suffered from back problems, in the lumber region for as long as I can
remember. The last occurrence lasted about 4 weeks, really painful and I finally
decided that it was time I did something about it.

I had heard about India being the forerunner in orthopedic surgery, so being
how I am, I looked for this on the net and came up with Med Access India.
The best move I have made in a long time. I contacted them, explaining my
problems and had a reply from the above, Shashi. From that point my worry’s
and apprehensions stopped. We mailed each other for about two weeks, then I
made my decision ‘’lets do it’’.

Shashi is very professional, extremely organized and puts one at ease. It is like
talking to your sister, comforting.

I arranged my flights and that is all I had to do, Shashi did the rest. She
arranged surgery with the best surgeon (no second best for her), the hospital,
the transportation, the lot. Everything went like a well oiled clock, I didn’t
believe it.

I arrived in the delegated hospital late, 3-30am. Shashi was there at 10am to
check how things were and she kept on checking every day. ‘’Things alright,
problems with the staff, do you need anything?

The surgeon, I had total confidence in. He told me exactly what he was going
to do, how he was going to do it. The next day I was in and out of surgery
before 11am. Post op care was good; the staff was very attentive from start to
finish. After two days I was up and about, doing exercises. I had never been so
straight in my life, wonderful.

I have been home for two weeks ( still doing the exercise, don’t forget them)
and to say I feel great would be an understatement. I am 65 years old, that’s
when you need a good back.

If anyone needs further assurance, contact me at Mikegsmith2001@yahoo.com

Patient's Name : Anthony Coombs Humphreys

Shoulder Stabilization, West Sussex, UK

Symptoms
I had been suffering from a dreadful aching in my right shoulder – karate
injuries – general wear and tear – work history – all the usual things "younger
people" begin to suffer with – with age and a little help with life thrown in., I
had no let-up from the constant nagging pain and the limited use of my
shoulder joint. Sleep at night was affected as was my usual attitude to anything
"physical" and I had always enjoyed sports and a full active life.

I consulted doctors in the UK and a diagnosis was made whereupon an

operation was advised as soon as possible, However, I could not be assured
that I would not contract MRSA infection (the super bug) in either the private
or national health sectors and waiting lists were almost as long as my poor
defunct arm. I then decided to look elsewhere and explore other avenues and
to undergo treatment in another country.
A Solution ?
I was advised by a family member in the nursing profession to contact Med
Access India, a new innovative company run by professionals doctor
Wankhede his son

From the point of contact in e-mailing Med Access - all costings, contact with
the surgical team, discussions with hospital, travel and suitable dates were all
taken into consideration. I was dealt with in a compassionate, businesslike and
professional manner.
Actions speak louder than words !
Leaving for India and following e-mail correspondence I had no apprehension
as to my treatment and care. I arrived in Bombay on a scheduled flight from
the UK and was immediately met by the Marketing Director and conveyed in a
Med Access personal car to the hospital, whereupon I was then introduced to
the personal relations management team and registered into the hospital.

Within a period from 11.30 in the morning to 5 pm that afternoon I had

undergone
the following:-
MRI scan
Several x-rays
Personal consultation with the surgeon who was to carry out the operation
Blood tests
Heart ultrasound
The operation was then scheduled for 2 pm the following day.

On a personal note, security for my belongings (which was paramount whilst in

the hospital's care) was uppermost in the mind of the staff. I had my computer
with me, not to mention travellers' cheques and this was factored in to the
"care and concern" and for my welfare. I was even asked what my preference
was for dvds, books, music etc.

The nursing on my ward was exemplary before my operation and this was just
day one !

The operation was then performed on the day following my arrival and I was in
ICU for twenty-four hours where I was watched continually whilst coming
round from the anaesthetic and the staff were satisfied I could be allowed back
to my bed and room whereupon I was on constant 10/15 minute observations.
It struck me that all the doctors involved were so professional and polite that I
felt that I could have been the only and most important patient in the hospital.
My room was as you would expect from a first class quality private hospital in
the UK and the cleanliness was second to none.

As I came round from the operation and during a consultation with the
surgeon it seemed that I had in fact had two surgical procedures in one and I
was slightly concerned as to an increase in costs on my quoted bill. The PR
people swung into action and I was assured both verbally and by a price
structure in place in the hospital, of the situation at all times. As it turned out I
was in the hospital less days than I was quoted for that this was reflected in my
bill, which in turn was "offset" against the extra procedure carried out.

Post operation examinations were performed and I was then free to be

discharged.

The vexed question of costs is always on your mind in such situations and I
was assured, anyone who considers using Med Access India that any misgivings
are unfounded. The bill was presented, itemised and details given verbally by
the PR Department in the hospital. They were on hand at all times to explain
fully any queries I had.

All my relevant investigative data was given to me on my discharge with referral

letters to any doctors, physiotherapists and pharmacies – all presented in the
package.
Med Access India then returned me efficiently to the airport where I in fact
caught a flight to Goa for my period of recuperation.

The hospital welcomes, as a matter of course, members of your family or

friends if they wish to stay or visit during your period of hospitalisation.

During my stay, I was always advised on my food requirements by a qualified

dietician – therefore a slight word of caution – be aware the food is very
different to that we receive in western society!
My conclusions…

The whole experience from initial contact and referral to my post operative
discharge was that I would not have received such exceptional treatment, care
and consideration if I had gone anywhere else in the world.

COSTS TO PATIENTS / CUSTOMERS

Search Costs Internet Operating Costs

Consulting
Agencies Incidental
Expenses
Time Costs
Purchase and
Treatment Costs
Use Costs
Psychological
Costs

Tourism Costs

Necessary
follow-up
After Costs
Problem
solving
 BIBLIOGRAPHY / REFERENCES

OVERVIEW OF INDIAN HEALTHCARE SECTOR

(indiaitaly.com)

OPPORTUNITES IN HEALTHCARE : DESTINATION INDIA

(joint survey by FICCI and Ernst & Young)

HEALTHCARE IN INDIA : Emerging Market Report 2007

(Price Waterhouse Coopers)

INDIAN HEALTHCARE : The New Frontier

(Heidrick & Struggles)

MED ACCESS INDIA PRIVATE LTD.

(medaccessindia.com)

Mrs SHASHI WANKHEDE

(Marketing Director Med Access)

FACULTY PRESENTATIONS
(Prof Chabbi Sinha)