Market Orientation of Corporate Hospital in Bhavnagar City

Presenter Sanket Sarkhedi MBA (Sem-III)

Department of Business Administration Bhavnagar University Bhavnagar

Contents
Introduction

Research Objectives
Research Methodology

Conclusion
Recommendation Limitations

Introduction
Marketing process has three distinct elements 1. The pressures of the environments and hence the nature of any opportunities and threats that currently exit and that are likely to emerge in the future. 2. The demands, need or expectations of customers and how these are likely to change. 3. What the organization is really capable

Marketing and health care organizations

Why Marketing for Health Care organizations? Market Oriented approach A marketing orientated approach means a business reacts to what customers want. Product Oriented approach A product orientated approach means the business develops products based on what it is good at making or doing, rather than

Market-oriented management
Guidelines for market oriented management Create customer focus throughout the business Listen to the customer. Target customers precisely Make customer value the guiding star. Let the customer define quality. Measure and manage customer expectations.

Research Objectives
To assess the expectations and demands

of people from corporate hospitals in Bhavnagar City. To study and evaluate the satisfaction level of patients of the corporate hospital of Bhavnagar. To judge the approach of medical fraternities towards the corporate hospital in the city.

Research Methodology
Research problem: To assess the market

orientation of Bhavnagar city

corporate

hospital

in

Research tools: Review of literature

Informal discussions Questionnaire Interview Schedule

Research design: Exploratory research

Research Methodology
Primary

sources:

Interview, cards of doctors

Questionnaire, Visiting

Secondary sources: Private practitioners

list, Websites
Sample design: Deliberate sampling

Probabilistic sampling

Research Methodology
Sample size: 35 Inpatients, 35 Outpatients 55 Doctors Sample Region: Bhavnagar City Universe: All the general surgeons and physicians of Bhavnagar City and Patients of Wockhardt Hospitals, Bhavnagar Research period: May June 2008

Analysis Doctors survey

Analysis Patients survey

Conclusion
Overall market orientation of the hospital is

good. The newspaper advertisements and inserts are more helpful to reach the patients. Various health check up camps organized by the hospital and special discounts offered are found to be beneficial and surely draws the attention of patients. Admission of patients largely depends on the reference of the surgeons and

 Expected discharge time of patient is about

1 hour. There are opportunities to grow by offering super specialty for cardiology. Hospital can increase its market share by offering medical facilities for patient suffering from cancer in which Bhavnagar city is lagging behind.

Recommendations
As nursing staff

do not know local language they should be coached to learn local language. Reception staff should be availed with detailed information round the clock. Admin should try to minimize the discharge time and make it as less as possible. Hospital administration must cut down the patients waiting time.

Limitations
Research study was limited to Bhavnagar

City only. Information and reply given by the respondents may be a biased one. Many doctors were not willing to disclose their views for corporate hospital in the city and did not respond well. Research was to be conducted maintaining the decorum of the hospital.

References
Visiting cards of doctors

IMA directory of Bhavnagar city

C.

R. Kothari, Research Methodology, Second edition, 13th reprint, Wishwa prakashan, New Delhi, 1996. Phillip Kotler, Marketing Management, 8th edition, Prentice-Hall of India Private Limited, New Delhi, 1994. http://www.wockhardthospitals.net/general/h mi.asp

 http://www.wockhardthospitals.net/general/wo

ckhardt-hospitals-group.asp http://en.wikipedia.org/wiki/Wockhardt_Hospit al http://www.marketorientationindia.com/aboutu s.htm http://www.indmedica.com/journals.php?journ alid=6&issueid=20&articleid=174&action=arti cle http://www.expresshealthcaremgmt.com/2004