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PRESENTED BY: GROUP 5ANCHAL GHAI (500802501)RISHAMDEEP KAUR (500801515)SHRAY JALI (500901062)VISHAL CHAUDHARY (500901067)
Apollo hospitals of India
Health care• Lack of adequate medical
personnel & facilities.• State provided most health care in
India.Hospital Sector
Private Nursing Homes
Government & charitable missionary hospitals
• Born in Madras.• Served residency at
Massachusetts General Hospital becoming specialist in cardiology.
• 1970s- Decided to create a private hospital with all medical specialties under one roof with state-of-the-art treatment.
Dr. prathap c. reddy
Management principles
Respect for individuals
Encouragement of individual growth
Open constructive organizational climate
Personal rapport between top management & employees
Decentralized management
MANAGEMENT PHILOSOPHY
Medical Technology
Medical Personnel
Employees
ValueHospitality
MANAGEMENT PHILOSOPHY• To give patients the most
advanced medical care possible at high quality & “with a human face”.
• Hired top-quality doctors in all medical specialties.
• Well-trained support staff, facilities & most advanced medical technology.
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”.
APOLLO HOSPITAL MADRAS
• Apollo serves middle- to upper-income patients
• Apollo provides primary care service but they mainly focus on tertiary care service(advanced therapy and surgery)
MEDICAL PERSONNEL
• 120 consultant doctors were key to its reputation
• Benefits both hospital and consultant doctors
MEDICAL TECHNOLOGY• Signifies Apollo’s success & critical part of its services.• Apollo carefully managed equipment purchases &
utilization.• Aim is to familiarize doctors & make them comfortable
by adopting latest technology.• Apollo treats patients as quickly as possible to reduce
the average length of stay.
employees
• Motivation• Culture• Compensation
HOSPITALITY
• Meeting customers’ expectations.
• Employee training programs: Housekeeping staff- 15 daysFunctional trainingBehavioral training
“Patient now tells at least 10 persons a day about bitter experience he had in a hospital”
“NEVER FORGET TO THANK THE PATIENT”
value• Pioneer in cardiothoracic surgery.• Mortality rates for bypass operations:2-3%• Kidney transplantation• 1st hospital to mandate that all donated blood be
tested for HIV infection.
Total opportunity cost
• Quick diagnosis & treatment
• Average stay- 7 days• Average income of patients- ` 63,500 per year for 300 days of work
• Charged 10-15% less than top hospitals of Mumbai & New Delhi
Quality assurance
• Guest Relations Department’s 50 staff members interviewed patients.
• Patient complaints noted in writing.
• Recorded in database.• Invitation to former patients.
ERA OF “CHANGE”
• Improvements by pooling staff insights.• Teams worked on: Overtime procedures Paging Hygiene Health education
Management issues
RECONCILING MEDICAL & BUSINESS GOALS
• Training to committees of consultants & administrators.
• Collaborative problem solving & conflict resolution.
MARKETING APOLLO• In 1983 Pvt. Healthcare Luxury Convince and Justify•Offered differential pricing to cater a wide market
30%
12%13%
45%
State wise Patients Distribution
Madras Tamil Nadu Andhra Pradesh Others
Individual consumers
• Preventive health measures
• Aimed at women
• Low-priced preventative check-up package for a family of 4
• Specially priced diagnostic package
REFERRING DOCTORS
• Consultations
• Education Programs Apollo Heartbeat
CORPORATIONS• Preventative care and advanced treatment to employees
of 150 organizations
• Master Health Check ` 1250 for men & ` 1350 for women
BREAKTHROUGH
• International reputation of excellence in medical care
• Increased revenue/bed, increase in fixed assets and capacity by 300%
HYDERABAD
1990 1991 1992 1993 19949000
10000
11000
12000
13000
14000
15000
16000
17000
14016
16641
15097 15285
16021
12466
11191 1108211631
9929
New outpatientsRepeat outpatients
PRICE COMPETITION
Free overnight accommodation on slow/festival
seasons
Unique services at low cost for
Corporations
Promoted cardiac surgery and laparoscopy
LESS FAMOUS CONSULTANTS
Building loyalty among
consulting doctors
Nationally renowned
doctors
Full-time teams
CONCLUSION
REFERENCES
• Case study provided by Dr. K.K De• www.google.com• www.apollohospitals.com• www.apolloahd.com
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