PROJECT ON APOLLO HOSPITAL

SUBMITTED TO:PROF. SUNITA RATH FACULTY (SERVICE MARKETING) ISBM, BBSR

SUBMITTED BY :BIGNYANANDA PADHI ROLL NO-MB04032 ISBM, BBSR

CREDIT WORTHINESS OF APOLLO HOSPITAL

It is the market value of any organization which shows its business status.apollo being a recognized group of hospitals, is world famous and the credit accountability undoubtedly of the best. the market value of Apollo has been tremendously increasing because of the following reasons . (1) Highly marketed and well branded (2) Consistent increment facilities and amenities since it was established. (3) Efficient manpower and good quality of the staffs. (4) Healthy and hygiene environment. (5) Establishes faith for all customers.

EACH OF YOUR CLIENTS IS WORTHY (1) Clients preference should not be wealth biased. (2) Clients or customer should be given proper preference in terms of health Hygiene and recovery. (3) Clients are highly responsible for credit accountability. (4) Clients should be credit worthy in terms of business growth and profit in any Industry.

INTRODUCTION OF THE COMPANY

Apollo Hospitals is a major hospital chain based in Chennai, India. It was founded by Dr.Prathap C. Reddy in 1983. Apollo is private healthcare provider

in Asia with hospitals in India, Sri Lanka, Bangladesh, Ghana, Nigeria, Republic of Mauritius, Qatar, Oman and Kuwait . Several of the group's hospitals have been among the first in India to receive a form of international, in their case by the American-based Joint Commission International (JCI). The Hyderabad hospital was the first in the world, outside the US, to receive JCI's Disease- or Condition-Specific Care (DCSC) Certification in addition to general accreditation when it received this for its Acute Stroke treatment in 2006. However, they have not as yet acquired international accreditation from any hospital accreditation group from outside of the USA. The group has developed services in telemedicine, after starting a pilot project in 2000 in Dr Pratap C. Reddy's own home village. It is now the largest telemedicine provider in India with 71 centres.Apollo Hospital and DHAN to provide affordable rural healthcare, Philips press notice, July 08, 2005 accessed. Another venture of the group is Apollo Health Street, a global healthcare services company (Apollo Health Street). It offers business process outsourcing (BPO)and IT services internationally, operating out of three countries - the United States, the United Kingdom, and four centres in India (Hyderabad, New

Delhi, Chennai and Coimbatore). The success of Apollo Hospitals has made it the topic for Harvard Business School case study.

Company Overview

It is often said that nothing happens, unless there is a dream first. At the genesis of the Apollo story there was a dream. A dream so powerful, that it helped transform the medical landscape in India.

Vision
Apollo's vision for the next phase of development is to 'Touch a Billion Lives'.

Mission
"Our mission is to bring healthcare of International standards within the reach of every individual. We are committed to the achievement and maintenance of excellence in education, research and healthcare for the benefit of humanity"

Values
The confluence of seven values results in a ray that represents Apollos leadership in Indian Healthcare. A ray that is the beacon for millions looking for a cure looking for hope.

The dream nurtured and grew within Dr. Prathap C Reddy, the founder Chairman of Apollo Hospitals, until the point of inflection happened in 1983. A young man succumbing to an ailing heart was what it took to ignite Dr. Reddy's vision into a reality - a vision where quality healthcare was given, where the pursuit of clinical excellence was daily endeavor, India a hub in the medical tourism map and where the Apollo family touches and enriches lives every minute, every day. Today, with over 8500 beds across 54 hospitals, and a significant presence at every touch-point of the medical value chain, Apollo Hospitals is one of Asias largest healthcare groups. Commenced as a 150 bed hospital, today the group has grown exponentially both in India and overseas. Its growth is often said to be synonymous with India emerging as a major hub in global healthcare. Apollo Hospitals is driven by a single thrust, to provide the best standards of patient care. It is this passion that has lead to the development of unique centers of excellence across medical disciplines, within the Apollo Hospitals network. Apollo Hospitals has JCI accreditations for 7 of its hospitals, the largest by any hospital group in the region. True to its founding principles, the group has made quality healthcare accessible to the people of India, and even overseas. It has become an institution of trust, and a beacon of hope to so many searching for a cure for their ailments. The legacy of touching and enriching lives stems from the pillars of the Apollo philosophy - experience, excellence, expertise and research. We pride ourselves for constantly being on the cutting edge, and going the extra mile to stay relevant and revolutionary. The Apollo Hospitals Group is the pioneer of integrated healthcare delivery in India. This vision led the group to earmark time and resources to strengthen each

vital cog in the process of healthcare delivery. As a result of these efforts, the group today is in a unique position to exponentially increase its healthcare cover. This will be critical in order to meet future requirements. Apollo Hospitals Group, today, is an integrated healthcare organization with owned and managed hospitals, diagnostic clinics, dispensing pharmacies and consultancy services. In addition, the groups service offerings include healthcare at the patients doorstep, clinical & diagnostic services, medical business process outsourcing, third party administration services and health insurance. To enhance performance and service to customers, the company also makes available the services to support business, telemedicine services, education, training programs & research services and a host of other non-profit projects.

GROWTH OF THE COMPANY

MEDICAL : First American underwent a successful Heart Transplant at Apollo Hospitals, Chennai ! Ronald Lemmer, 65 years old, was transplanted with the heart of a 36year-old accident victim in an eight-hour surgery by Dr Paul Ramesh at Apollo Hospitals Chennai. In the process, two records were also created. The patient was not only the first U.S. citizen to undergo a heart transplant in India, but he was also the oldest person to undergo a heart transplant in the country. Indraprastha Apollo Hospitals, Delhi successfully completed 200 Liver Transplant cases of Pakistani patients, in November 2011. With a success rate of over 90%, Indraprastha Apollo Hospitals has created a milestone in the history of medicine by becoming the first hospital in the country to reach the 200 mark for patients from a single foreign country.

Apollo Bramwell Hospital, Mauritius in conjunction with Global Biohealth Solutions, launched the Apollo Bram well Stem Cell Therapy Program.

The Apollo Hospitals, one of the six centres in India to be part of a global trial on using drug-eluting bio-restorable stents, are the first in Chennai to use the product. The next generation in devices that relieve blood vessel blocks will dissolve within a couple of years. The device works like a regular stent by restoring blood flow to a clogged vessel. It also contains a drug that is slowly released to help the healing process.

Apollo Gleneagles Cancer Hospital Launches Eastern India's first dedicated comprehensive Bone Marrow Transplant Unit. Apollo Hospitals Group has performed more than 775 solid organ transplants for the year, 2010, making it one of the Worlds Busiest Liver Transplant Centres. Indraprastha Apollo Hospitals, Delhi has also completed over 500 liver transplants in February, 2011. Apollo Hospitals Chennai completed 10,000 Coronary Angioplasties in 2009, including many refined procedures like Multi-Vessel Angioplasty, Left Main Angioplasty and Bifurcation Lesions. Apollo Specialty Hospitals, Chennai added successfully conducted exultant Micro vascular free tissue transfer and Aesthetic surgeries on more than 1000 patients by the end of March 2011. World's 1st iPod Navigation Hip Resurfacing Surgery was successfully performed at Apollo Speciality Hospitals, Chennai. Latest M guard stent technology, a specially designed Mesh covered stent, was used to save a 27 year old man from an acute heart attack ! Apollo Hospital first to introduce the technology in Chennai !

Centre for liver disease and transplantation, Apollo Hospitals Chennai has completed 100 liver transplantations in less than 4 years with over 90% success rate, creating a milestone. Apollo performed an unprecedented revolution in orthopedics by equalizing limbs and deformity correction by the llizarov procedure. In 1995, Apollo Hospitals performed its first Bone Marrow Transplantation, as well as the first multi organ transplant in the country. First private healthcare provider to perform a heart transplant in 1995. Performed over 7,50,000 major surgeries and over 10,00,000 minor surgical procedures with exceptional clinical outcomes. Largest series of aortic valve replacement with stentless heart valve bioprosthesis performed. Conducted over 90,000 cardiac surgeries - one of only 10 hospitals in the world to achieve these volumes. Achieved a 99.6% success rate in cardiac bypass surgeries, over 91% of which were beating heart surgeries. By 1992, Apollo Hospitals introduced Artery Stenting for the first time in India. Introduced cutting edge procedures like off-pump and beating-heart surgery, either by thoracotomy (minimal invasive access) or classical sternotomy, transradial angioplasty and stenting, mitral valve replacement. Pioneers of the Preventive health check programmes in India and performed 3 million checks to date. Pioneered open heart surgeries and cardiac catheterization, in the early 80s. First successful: Pediatric liver transplant in India Adult liver transplant in India Cadaver liver transplant in India

Transplant in acute liver failure in India Liver-kidney transplant in India were all performed by Apollo Hospitals. Apollo Hospitals was the first Indian hospital group to introduce Stereotactic Radiotherapy and Radiosurgery for cancer treatment. Pioneered orthopedic procedures like hip and knee replacements, the Illizarov procedure and the Birmingham hip re-surfacing technique. Revolutionary Ceramic Coated Knee Replacement was performed for the 1st time in South India at Apollo Speciality Hospital, Chennai. Resorbable screws were used for the first time in India at Apollo Hospitals Chennai to correct congenital spine problem of a six-year-old child from Tanzania. An innovative Orthopedic procedure was performed for the first time in India at Apollo Hospitals Chennai - leading to pain free postoperative recovery after shoulder surgery. The Orthopaedic team at Apollo Hospital, Chennai successfully performed an Arthroscopic Brachial Plexus Catheterization on a young lady patient. The Paediatric Cardiac team at the new Apollo Childrens Hospital successfully performed a complicated surgery to treat a complete AV canal defect in a 4 month old Nigerian baby in 2009. India's first keyhole multiple bypass surgery was conducted at the Indraprastha Apollo Hospital, Delhi. It took less than four hours to perform the scarless surgery, without cutting any bone of the patient. This technique uses a combination of small holes in the chest and a small incision, made indirectly over the coronary artery to be bypassed. It is often performed using robotics and videoimaging, which help the surgeon operate in a small area. An 8 year old Omani child with aortoarteritis and uncontrollable hypertension with impending kidney failure and intestinal gangrene was successfully managed

by a simultaneous vascular reconstructive surgery on the narrowed arteries supplying both the kidneys and the intestines at Apollo hospitals chennai .Such simultaneous bypass and reconstruction in a young child was a first for India and only a few such procedures had been done worldwide.

MEDICAL TECHNOLOGY:
First to install the most modern diagnostic and surgical infrastructure like the 320Slice CT Scan and many others. First hospital group to bring the 320 Slice CT- Angio scan system and the 64 Slice CT-Angio scan system to India. First hospital group in South-East Asia to introduce the 16 Slice PET-CT Scan. Equipped with the largest and most sophisticated sleep laboratory in the world. Introduced the most advanced CyberKnife Robotic Radio Surgery System in Asia Pacific, the worlds first and only robotic radiosurgery system designed to treat tumors anywhere in the body with sub-millimeter accuracy. Novalis Tx Radiotherapy & Radiosurgery , one of the most precise, noninvasive and fastest treatments available for cancerous and non-cancerous conditions of the entire body was launched at Apollo Cancer Institute Hyderabad in 2009. Treatments are delivered from outside the body to destroy tumors without an incision. This protects the patients healthy tissue, so patients can avoid hospitalization, lengthy recovery periods and many of the complications often associated with conventional surgery. Full Field Digital Mammography with Tomosynthesis (3D) system, First-of-it'skind in South Asia was launched at Apollo Speciality Hospital, Chennai. Indraprastha Apollo Hospitals launched Novalis Tx - an advanced form of radiotherapy and radiosurgery that offers a versatile combination of advanced technologies for treatment of tumors and lesions.

SECTORS OF APOLLO HOSPITALS

Apollo Hospitals is the largest healthcare group in Asia. Apollo group owns and manages 41 hospitals in and around India and has a total capacity of 7000 beds. Apollo Hospitals was founded by Dr. Prathap C Reddy in 1979 and is the first group of hospitals that pioneered the concept of corporate healthcare delivery in India. Apollo Hospitals Enterprise Limited (AHEL), the flagship company of the group, is a listed Company on the Bombay Stock Exchange. Today, AHEL is the leading private sector healthcare provider in India and owns and manages a network of speciality hospitals and clinics. The company also operates a chain of pharmacy retail outlets across the country, and provides consultancy services for commissioning and managing hospitals. The consultancy division of Apollo Hospitals offers project and operations management consultancy services to clients that vary from conceptualization to commissioning of a wide range of healthcare models.

GROUP COMPANIES OF APOLLO HOSPITALS

Apollo Health Street Limited: It is a global healthcare services company that offers business process outsourcing and IT solutions and services to a global clientele.

Apollo Pharmacies: It is the largest retail pharmacy chain in India with over 70 round-the-clock retail outlets in India. Apollo Pharmacies is moving towards offering e-prescription based services to the end user and the doctor.

Apollo Health & Lifestyle Limited: Apollo Health & Lifestyle Limited (AHLL) is engaged in establishing a network of clinics in India and neighbouring countries.

It intends to address the day-to-day health needs of common people by providing a range of superior quality healthcare services at affordable prices. MedVarsity Online Limited (MOL): MedVarsity Online Limited is promoted by Apollo Hospitals and NIIT Ltd. MedVarsity has developed over 1500 hours of medical content that is accessible to the medical community anytime and anywhere. Apollo Telemedicine Enterprises Limited (ATEL): Apollo Telemedicine Enterprises Limited has developed the 'Apollo Telemedicine Network' that allows the participant sites to collaborate with institutions in the country and abroad and provides their clientele access to better healthcare in areas not adequately served by the medical community.

Family Health Plan Limited (FHP): The company deals in the healthcare insurance sector and is the largest Third Party Administrator (TPA) in Asia.

Recommendation
At this point in time, I would recommend building additional hospitals. This approach allows Apollo to continue towards its ultimate goal of providing comprehensive health coverage, while allowing for other events to occur in parallel. There are not enough resources available to deploy that are committed to the Apollo Way. While new hospitals are being built the IHM could be expanding its training programs and producing additional management resources that can be deployed. At the same time, we will be able to fight the government red tape and continue our education of the Indian people regarding the benefits and necessity of health care.

ACTION ITEMS
Short Term Build new hospitals Expand programs at the IHM and IHC to increase available manager resources Work on a process/procedure to allow for the efficient and effective implementation of a licensing program Mid Term Implement the licensing program

Long Term Incorporate the ultimate goal of HMO

UNDERSTAND THE PLAN BUSINESS

Business Planning & Clinical Visioning The first step for establishing a healthcare facility is the preparation of a comprehensive Business Plan. We carry out a comprehensive primary market and secondary market analysis on the demographics, disease patterns and trends, market segments, demand and supply dynamics, which serves as the basis for hospital planning and setting up of the facility.

The clinical services are formulated to suit current and future market needs. The services are also chosen based on their viability. The medical equipment and human resource needs are assessed and a plan to acquire them is laid out. All the above details along with the estimated project costs and financial forecasts are presented in a detailed project report (DPR) which forms the basis for taking the project forward.

setting up a Healthcare Facility Hospital Planning and Design We assist in hospital planning and hospital design according to international standards and contemporary design parameters. The hospital designs and drawings are reviewed based on the departments, patient flow, adequateness for other services and management ease. We bring in our vast experience to ensure that the design enhances the effectiveness and efficiency of the facility at optimal cost. Setting up a Healthcare Facility Information Technology and Telemedicine The Information Technology and Telemedicine consulting services include the assessment of the Information technology & telemedicine needs of the facility and deployment of the right solutions. We assist in formulation of requirement specifications for software, hardware and networking and selection and

procurement of the software. We ensure that the facility is equipped with the latest technologies with an eye on the future.

Medical Equipment Planning and Procurement Apollo Hospitals Group has significant experience in medical equipment planning and procurement and is the largest private sector purchaser of medical equipment in Asia. The medical equipment advisory services are spread across three broad categories

Medical Equipment Planning Selection and procurement assistance and Site preparation, installation and commissioning

Hospital Commissioning & Start Up Assistance We provide expert hands at hospital commissioning and start up. We ensure that all systems, protocols, services and structure are in place, the hospital has obtained all required regulatory approvals and licenses, operational policies are well laid out and most importantly the marketi

Hospital Operations Management We manage hospitals for our partners. Apollos role as a hospital operator is guided by its commitment to Ensure that the skill-sets of key clinical and managerial team members are amongst the best Achieve and maintain accreditation status and international standards Develop a sustainable competitive advantage for the hospital to ensure high levels of quality, customer service and competitiveness As a part of the hospital operations management / hospital operator role, Apollo deputes a senior management team to manage the day to day affairs of the Hospital in line with international best practices which strives to establish the hospital as a leader in the region with the best patient care and a sustainable competitive advantage. All managed hospitals become part of the Apollo network and benefit through a host of initiatives which include central marketing and purchasing programmes. Telemedicine linkage between the managed facilities and Apollos tertiary care facilities which enable patients and doctors to consult a large network of medical consultants based at other Apollos facilities. Exchange program for medical consultants, nurses and technicians to facilitate knowledge sharing and technology exchange. Apollo now manages more than 42 hospitals in India and abroad. Hospital Quality Management & Consulting

Apollo Hospitals is synonymous with world class quality. Quality is a way of life at Apollo and we continuously set new standards and benchmarks for ourselves. For us no two clients are alike and neither are the challenges they face. We offer our clients unparalleled expertise through our Hospital Quality Consulting services so that people throughout the world are benefited by access to the highest quality of healthcare. Some of the areas of Hospital Quality Consulting are Quality Improvement Critical path and continuum of care guidelines Joint Commission survey/ ISO readiness Utilization Management Patient Safety Risk Management