apollo gleneagles final apollo gleneagles: creating an edge over others.report 1

ANIRWAN CHANDRA DUTTA

ENROLLMENT NO:10BSP0568

A COMPARATIVE STUDY OF

APOLLO GLENEAGLES AND IT’S

RIVAL FOR POSITIONING AND

BENCHMARKING.

APOLLO GLENEAGLES: (creating an edge over others)

A

FINAL

REPORT

ON

APOLLO

GLENEAGLES

HOSPITAL

LIMITED

APOLLO GLENEAGLES: (creating an edge over others) 2011

2 BY: Anirwan Chandra Dutta 10BSP0568.

A

REPORT

ON

APOLLO

GLENEAGLES (CREATING AN EDGE OVER OTHERS)

A COMPARATIVE STUDY OF APOLLO GLENEAGLES AND

IT’S RIVAL FOR POSITIONING AND BENCHMARKING.

BY:

ANIRWAN CHANDRA DUTTA

10BSP0568

FOR:

APOLLO GLENEAGLES HOSPITAL LIMITED

A REPORT SUBMITTED ON PARTIAL FULFILLMENT OF THE

REQUIREMENTS OF P.G.P.M. PROGRAM OF

IBS KOLKATA

DISTRIBUTUION LIST:

DATE OF SUBMISSION:



ACKNOWLEDGEMENT

Everyone on this green dome has been fruitful and beneficial to me in some

or the other way and I appreciate and respect that. But technically it is not

possible for me to thank and acknowledge for the help provided by each and

everyone on this planet, so I thank them all who in some or the other way

has been related with me and has helped me in my quest of realization of

life.

I thank my institute I.B.S. Kolkata for giving me the chance to become an

employee of brand APOLLO GLENEAGLES even for a short period of 3

months and work there to gain intelligence on the working culture and

environment of the real corporate world which I would be facing after

completion of my Post Graduation.

I also thank my faculty guide Prof. Sharbari Saha, who has been guiding me

through the dark by enlightening the path for me and also preparing me to face

the brutal world.

I also thank my parents who have been beside me whenever I needed them the

most.

I especially thank Mr. Joydeep Das, HOD (HR) of APOLLO GLENEAGLES

Kolkata, Mr. Nabin Mistry (Senior Executive, HR and company guide) and Mr.

Anit (Junior Executive, HR) for helping me and turning my project round the

corner and jet rocketing it through the sky and making it a success.

ANIRWAN CHANDRA DUTTA,

10BSP0568,

I.B.S. KOLKATA, BATCH: 2012.



AUTHORIZATION

This is to certify that a final report entitled -- “APOLLO GLENEAGLES:

creating an edge over others”, has been submitted as a project report in the

evaluation of the Summer Internship Program, for the requirement of the

P.G.P.M. program from I.B.S. Kolkata.



TABLE OF COTENTS

1.

ACKNOWLEDGEMENT

03

2.

AUTHORIZATION

04

3.

EXECUTIVE SUMMARY

06

4.

INTRODUCTION

08

5.

COMPANY OVERVIEW

10

6.

DESCRIPTION OF APOLLO GLENEAGLES KOLKATA AND IT'S

COMPETITORS

13

7.

COMPREHENSIVE ANALYSIS OF APOLLO AND ITS COMPETITIORS

34

8.

OFFLINE AND ONLINE QUESTIONNAIRE AND ITS GRAPHICAL

REPRESENTATION OF THE PARAMETERS

39

9.

SWOT ANALYSIS AND PORTER’S 5 FORCES.

49

10.

RECOMMENDATIONS

53



EXECUTIVE SUMMARY

PURPOSE OF THE PROJECT

The purpose of the project is to find and interpret the position of Apollo

Gleneagles hospital Kolkata by conducting a survey and do an intensive

research on the basis of the primary and secondary data available and analyse

the presence and growth of Apollo Gleneagles hospital in Kolkata in

consideration to its rivals here and also its performance growth rating in

comparison with other Apollo’s in other parts of the country.

SCOPE OF THE PROJECT

To achieve my target of analysing the position of Apollo Gleneagles hospital

Kolkata, I will have to do a customer satisfaction based survey to understand the

stand and position of Apollo Gleneagles and it’s competitors in the market, for

this we would be using a LIKERT scale based questionnaire in which the basic

and essential elements required to satisfy a customer’s wants would be included

for example: the type of service he would wish in return of his/her spending,

whether services provided are good or not etc.

As we can understand that all calculations and assumptions are not possible on

primary data cause the organisations have critical issues to it so we would also

consider the secondary data available to us in the form of literature and statistic

data chart in the market from different publishers and houses.



METHODOLOGY

The methodology would be as follows:

Data / Information Collection

Desk research of the market

Questionnaire based on LIKERT scale method

Primary and secondary data collection

Technical support in judgement through SPSS.

Literature survey also from available sources like THE WEEK and

APOLLO GLENEAGLES site etc.

Analysis of the organisation among its rival and also among its

family.

LIMITATIONS OF THE PROJECT

1. Limitation to primary data and to an extent dependent on secondary

data: As primary data will not be provided by the organization,

therefore the need for primary data will have to be sufficed with the

survey that would be conducted and also dependent on the secondary

data available through different sources.

2. Time constraint: As a lot of work has to be done in a very short span

of time, there would be very less time to pull of the project so

whatever work has to be done should be quick, lucid and accurate and

should bear results if worked on them.

3. Actual data cannot be published due to confidentiality: As already

quoted by the organization that no actual and authentic data would be

provided due to confidential issues, so the project would be solely

dependent on the survey and the secondary data available through

different sources./



INTRODUCTION

Everybody in this world is striving to make a place of their own to gain

recognition, to make an distinct identity in the society, to gain an edge over the

others. To do so everyone is anchoring themselves in some or the other way,

whether through networking, social activities etc, and even marketing

themselves. This can also be seen in the present scenario of India in the new era

of hospital management.

Hospital and medical services industries are rapidly changing and evolving into

a trillion dollar industry façade of earning big numbers through serving the

society. Sarcastically gone are those days, when the doctors and nurses totally

depended on their skills to serve the needy and ill of the society due to prone

diseases. Now is the age of high-tech doctors and other medical staffs with the

power of gadgets and gizmos to serve better with quality services but with an

affluent price tag. Even after such high services charges, people still throng

these places.

Therefore I present a proposal for my summer internship project on ‘APOLLO

GLENEAGLES HOSPITAL’, its journey towards industrialization and

corporatization of the hospital as a powerful business organisation and its

marketing strategies for growth and countering rivals.

We will also take in consideration growth differentiation among Apollo

Gleneagles branches in all the 4 metropolises and try to reason out the reason.



The project which I will be doing during my summer internship will be about

the corporatization of medical sector and the reason behind it. For this I will be

considering Apollo Gleneagles hospital as my subject of research. In this

project, I will focus the limelight on the merchandising of the services provided

and the role of marketing in it.

We will also take in consideration few of the projected rivals of Apollo

Gleneagles, their marketing strategies and also the counter strategies for

sustaining not only its present but also its future happenings.



COMPANY OVERVIEW

In 1983, Dr Prathap C Reddy, the architect of modern Indian healthcare,

launched the first corporate hospital in India - Apollo Hospitals Chennai.

Today, it is an integrated healthcare company with strength spanning over 8,500

beds across 50 hospitals, more than 1000 pharmacies and 100 diagnostic clinics,

medical business process outsourcing services, health insurance services, and

clinical research divisions with a focus on studies related to epidemiology, stem

cell research and genetic research. Apollo has realised that to develop talent for

the crisis of superior healthcare delivery, the Apollo Hospitals Group has 10

nursing and hospital management colleges. These accomplishments have earned

Apollo many accolades such as the Centre of Excellence from the Government

of India and recognition from the Joint Commission International (seven of their

hospitals are JCI accredited). In the year 2009 Government of India issued a

stamp in recognition of Apollo’s contribution in health sector for over 26 years,

and still is continuously excelling and maintaining leadership in medical

innovation, world-class clinical services and cutting edge research. Apollo

Group of Hospitals are consistently ranked amongst the best hospitals globally

for advanced medical services.

Apollo Gleneagles Hospitals is a joint venture of Apollo Group of Hospitals,

India and Parkway Health of Singapore.

VISION OF THE COMPANY

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



MISSION OF THE COMPANY

"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"

MANAGEMENT OF COMPANY

Executive Directors

Dr. Prathap C. Reddy - Executive Chairman

Dr. Preetha Reddy - Managing Director

Ms. Suneeta Reddy - Executive Director, Finance

Ms. Sangita Reddy - Executive Director, Operations

Ms. Shobana Kamineni - Executive Director, Special Initiatives

Non-Executive Directors

Mr. N. Vaghul

Mr. Habibullah Badsha

Mr. Deepak Vaidya

Mr. Rajkumar Menon

Mr. Rafeeque Ahamed

Mr. T.K. Balaji

Mr. Steven J Thompson

Mr. Khairil Anuar Abdullah

Mr. G Venkatraman

Mr. Sandeep Naik

Mr. Michael Fernandes Alternate Director to Mr. Khairil Anuar Abdullah



AWARDS

Centre of Excellence from the Government of India

Recognition from the Joint Commission International (seven of the

hospitals are JCI accredited)

Year 2009 Government of India issued a stamp in recognition of Apollo’s

contribution in health sector for over 26 years.

Chairman Dr. Prathap C Reddy conferred with the Padma Vibhushan

Award

SECTORS CATERED TO

All kinds of medical services and facilities

SERVICES PROVIDED

Heart Institute

Orthopedics

Spine Surgery

Gastroenterology

Neurosciences

Cancer Care

Nephrology and Urology

Critical Care

Preventive Care



DESCRIPTION OF APOLLO GLENEAGLES

KOLKATA AND IT'S COMPETITORS

Apollo Gleneagles Hospitals, Kolkata

A 425-bedded multispecialty care hospital – Apollo Gleneagles Hospitals

Kolkata, is a perfect blend of medical technology, better infrastructure,

competent care and heartfelt hospitality - this is how the people, who took the

services , define the hospital.

International & National Accreditations

JOINT COMMISSION INTERNATIONAL

Apollo Gleneagles Hospitals, Kolkata is the only hospital in Eastern India to be

accredited with Joint Commission International (JCI) accreditation, the

international benchmark for quality. They have earned this Gold Seal of Quality

after going through a long process of evaluation covering vital aspects like

patient safety and consistent quality. It is important because it reinforces their

commitment of providing consumers with the best healthcare.

NABL

Apollo Gleneagles Hospitals, Kolkata is the only hospital to receive NABL

certification (National Accreditation Board for Testing and Calibration Laboratories) in six

separate categories namely Clinical Biochemistry, Clinical Pathology,

Haematology & Immunohaematology, Microbiology & Serology,

Histopathology & Cytopathology.



Apollo Gleneagles Cancer Hospital Inaugurated

In continuation of the journey towards the pledge for meaningful contribution to

the community, Apollo Gleneagles Cancer Hospital was inaugurated on March

23, 2010. Apollo Gleneagles Cancer Hospital is Eastern India’s first

comprehensive cancer care hospital which is equipped with the latest

radiotherapy - Novalis Tx Unit, Chemo-therapy Unit, Onco-Surgical Unit, Bone

Marrow Transplant Unit with specialized wards.

Apollo Gleneagles Cancer Hospital was inaugurated by His Excellency Shri M.

K. Narayanan, Governor of West Bengal in presence of Shri Dinesh Trivedi,

Union Minister of State for Health & Family Welfare and Dr Surjya Kanta

Mishra, Minister of Health & Family Welfare, West Bengal, presided by Dr

Prathap C Reddy, Chairman – Apollo Group of Hospitals.

From that day onwards, everyday Apollo Gleneagles Cancer Care team

reaffirms its focus on winning the many battles in the war against Cancer in

Eastern India .

Apollo Hospitals – Only Healthcare Super Brand in India

Apollo Hospitals is the only healthcare organization to achieve the Superbrand

status in India. Mr.Eamonn Sadler, Chief Executive of Superbrands Worldwide

presented the Superbrand award to Apollo Hospitals at a function held in

Mumbai on 17 December, 2009.



Ruby General Hospital, Kolkata

Dr. Kamal K. Dutta is the founder

Chairman of Ruby General Hospital. It is

the first Non-Resident Indian doctor's

hospital in Eastern India. It is made on the

following hospital model in the United

States. Most of the instruments and

technology have been imported from

United States.

The motto of Ruby General Hospital is to give honest, caring, compassionate

and economical care to the people of Eastern India. The consultant team

working at Ruby are the best of the nation. The quality of services is always

monitored so that the patients are assured the best services are provided to them.

There is also a constant inflow of doctors from United States who bring the

latest advances of treatment to the patients at Ruby Hospital.

Ruby General Hospital has a very well experienced and accomplished team of

medical practitioners, technicians, nurses and other administrative staff. It has

around 175 renowned Sr. Consultants of different specialties and around 50 In-

house Doctors who are always available round the clock.

MISSION

To provide quality care and services to all segments of society.



VISION

To be the best Multi-Speciality Hospital in India.

POLICY

To provide excellent, courteous, dependable and affordable care to our patients.

Track Record

First NRI hospital certified by ISO 9001:2008 in Eastern India

First and only Hospital in India applying 6 sigma techniques and

Record of First hospital in Eastern India to achieve 100% success

rate in first 400 Bypass Surgeries.

First NRI hospital in Eastern India to provide services in 42 multi-

specialties.

State of the art equipment and technology to provide most advanced

treatment at par with International Standards

Treats largest number of Road Traffic Accidents cases with very

high success rate.

Day care facilities for Dialysis, Chemo, Eye Surgery and Gastro

procedures.

Exclusive 'five-star' lifestyle floor - "The Enclave" for the Elite.

24 hour Emergency & Trauma Care Unit, 24 hours Critical Care, 24

hour Consultants on call, 24 hours Diagnostics, 24 hours

Ambulance, 24 hours Pharmacy services



CREDENTIALS

They are the first ISO 9001:2008 hospital in Eastern India. Most of the

physicians working at Ruby are the best qualified in their fields and the

board keeps a close eye on the credentials of the physicians practicing in

their hospital.

EXPERIENCE

They are serving for the past 16 years as one of the oldest private hospitals

in the city. In all these years, they have been taking care of life threatening

situations of critically ill patients including severe road traffic accident

cases on a regular basis. The doctors, nurses have great experience in

taking care of these kind of situations.

PATIENT SATISFACTION

They have 98% patient satisfaction according to their surveys. They are

constantly striving to improve patient services and medical care with a

continuous quality improvement program, transparent billing system and a

constant effort to keep costs reasonable.

OUTCOME

The outcome of treatment is the most important parameter which one has

to consider while choosing a hospital. They have a multi-specialty

approach to treatment and over the years the experience have gained a

good position as an option in treating life threatening and critically ill

patients. According to them, patient outcome statistics are one of the best

in the city.



TIE UP’s WITH INSURANCE SECTOR/TPA

Alankit Healthcare TPA Pvt. Ltd.

Bajaj Allianz General Insurance Co. Ltd.

Cholamandalam MS. General Insurance.

Dedicated Healthcare Services India Pvt. Ltd.

E Meditek Solution Ltd.

Family Health Plan Ltd.

Genins India Pvt. Ltd.

Health India TPA Service Pvt. Ltd.

Heritage Health Services Pvt. Ltd.

ICICI Lombard General Insurance Co. Ltd.

ICICI Prudential Health Insurance.

ICARE Health Management & TPA Services Pvt. Ltd.

MD India Healthcare Services Pvt. Ltd.

Mediassist India Pvt. Ltd.

Medsave Healthcare Management.

Medicare TPA Service (I) Pvt. Ltd.

New India Assurance.

Paramount Health Services Pvt. Ltd.

Park Mediclaim Consultants Pvt. Ltd.

Raksha TPA Pvt. Ltd.

Rothshield Healthcare (TPA) Services Ltd.

Star Health and Allied Insurance Co. Ltd.

TTK Healthcare Services Pvt. Ltd.

United Healthcare India Pvt. Ltd.

Vipul Med Corp. Pvt. Ltd.

Safe Way TPA Pvt. Ltd.



Peerless Hospitals, Kolkata

Peerless Hospital & B.K.Roy Research Centre is a multidisciplinary

super-speciality hospital. It is located near the southern periphery of

Calcutta. It is a referral centre of Eastern India and nearby countries. It has

already become a trustworthy name in reliable, dependable and advanced

health care system, for almost twelve years.

The hospital has most of the major clinical and medical specialities. The

departments are fully equipped with the latest, advanced and state-of the

art medical equipments and gadgets. The hospital holds 300 beds in the

form of wards and cabins. 51 beds are just for providing intensive care;

these are ICCU, General ITU, Cardiothoracic ITU and Neonatal ICU-level

III. 13 beds are allotted as HDU beds in addition; in the Dept of

Gynaecology & Obstetrics, Cardio-thoracic surgery and Neurology.

Consultant and Resident Doctors are available round the clock for utmost

personalized attention at an affordable price.

All the diagnostic tests are carried out under the same roof. A few to name

are fourth generation CT scanner, Colour Doppler and Echocardiography,

Ultramodern Cardiac catherisation laboratory, fully automated analysers

for Haematochemical and Biochemical studies, Immunoassay facilities.

Round The Clock Emergency

Round The Clock Admission

Round The Clock Blood Bank

Round The Clock CT Scan Facility

Cardiac Ambulance



Diabetic Foot Clinic with foot scan facility

6 Dialysis Unit with CAPD facility

51 bedded ICCU/ITU/CTVS-ITU/Neuro ITU/ NICU

Pioneer in Cochlear Nucleus Implementation and highest no of

septoplasty in Kolkata.

Fast Food Centre & Cafeteria

Accommodation For Patients relative within the Campus

Foreign Currency Exchange

Acceptance of the Credit Card

Banking Facilities within the Campus

Library and Conference room

Payphone, E-mail, Fax and Internet facility

Special Cell for foreign Patient

SPECIAL ACHEIVEMENTS:

More than 2,575 Open Heart operations

More than 2,150 Closed Heart operations

More than 2,675 Spinal surgeries

More than 6,185 Brain surgeries

More than 2,548 hip replacements

More than 3,165 Knee replacement

More than 48 Shoulder replacement

More than 7,670 radical surgeries for Cancer treatment

More than 6,605 Laparoscopic Cholecystectomy

More than 13,265 Coronary Angiography



More than 4,380 Coronary Angioplasty

More than 18,305 IOL, PHACO & Eye Surgeries

More than 10,000 Chemotheraphy

More than 39,725 Haemodialysis

More than 1,540 CAPD

CORPORATE EMPANELMENT

R.B.I CMA Association of SAIL Calcutta

Superannuated Employees

HSBC DSP ASEA Brown Boveri Limited

Bank Of India JPC NTPC-SAIL Power Supply

Company

Allahabad bank ASP TATA Mine Hospital , Jamshedpur

Union Bank Of

India BCCL

Paramount Healthcare Management

Ltd.

Andhra Bank BSNL Medicare T.P.A. Services(I) Pvt.

Ltd.

CESC AIR India E-Meditek Solutions Ltd.

Central Silk

Board AAI Genins India Ltd.

CGHS BPCL TTK Healthcare Service Pvt. Ltd.

Coal India Ltd. BHEL Bhaba Atomic Energy

ESI ECHS Haldia Petrochemicals

Indian Airlines INDAL Power Grid Corporation of India

IISCO IIT-

Kharagpur Tata Shipping Corporation

IDBI Indian Foils Tripura State Illness Assitance Fund

M S T C Ltd. NABRD Tata Engineering & Locomotive Co.

Ltd.

NTPC ONGC State Bank Of India

SAIL VSNL

IBP Limited. TISCO



FORTIS HOSPITAL KOLKATA

A 400 bed super specialty Fortis hospital on EM By-pass road in Kolkata

is the latest catch to the well established network. It is a multi speciality

hospital with focus on Cardiology/Cardiac surgery, Urology/Nephrology,

Neurosciences, Orthopaedics, Minimal Access surgery and Critical Care.

The hospital commands the most advanced design and material

combination, being environmental and patient friendly at the same time.

In existence since 1988 Fortis Hospital and Kidney Institute (formerly

Wockhardt Hospital & Kidney Institute), Kolkata is the only hospital in

Eastern India which is dedicated to kidney care. It has over the years

matured as a multi specialty hospital specialized in all kinds of nephrology

and Urology diseases. The belief in dedicated patient care and service

places Fortis Hospital and Kidney Institute, Kolkata at a higher level than

others in the area.

Departments & Specialities

The Fortis Hospital, Kolkata is supported by a brilliant team of doctors

and specialists in every field.

The medical practitioners and nurses are specially trained so as to provide

maximum care and security to patients. This are the parameters on which

the Fortis Hospitals, Kolkata is built upon.



Fortis Hospitals, Kolkata at EM

Bypass

Added yet another achievement to its

belt with a new multi-specialty

hospital at Kolkata, started functioning

from August, 2010. It is a ten-storey

energy-efficient structure, which is a

combination of contemporary design

and environment-friendly materials.

Apart from regular healthcare, Fortis

Hospitals, Kolkata, also focuses on

Cardiology and Cardiac Surgery;

Urology and Nephrology;

Neurosciences, Orthopaedics,

Digestive Care, Emergency Care, and

Critical Care with specialised

professionals and the latest in

technology.

The Minimal Access Technique

procedure eliminates the necessity of

making large incisions on the human

body and can be used in the operative

procedures for the nervous system,

ENT, thorax, abdomen, urinary tract,

reproductive system, and joint

replacements. This method will not



only minimize surgical trauma, pain,

and blood loss but also shorten

hospitalization. It will reduce post-

operative scars to considerably

improve the aesthetic appeal.

JCI - Joint Commission International Accredited

Fortis Hospitals in Mulund and Bannerghata Road, Bangalore are JCI

accredited.

A part of the exclusive group of 270 hospitals worldwide that are JCI

accredited.

JCI evaluates quality standards of Hospitals across 1300 processes and

follows stringent accreditation norms & procedures.

Serves over 4,000 international patients annually.

First in South Asia to be recognized by the American Blue Cross & Blue

Shield Worldwide Network as participating hospitals.

Multiple Centres of Excellence

Fortis Hospitals have competence in 3 super specialties.

o Heart Care

o Brain and Spine Care

o Bone and Joint Care

This eliminates the need to consult elsewhere for inter-related

complications leading from one to the other – like a brain problem arising

out of a heart complication and so on.

Instant and easy access to specialist surgeons, physicians and nursing

staff.



Comprehensive treatment facilities, operation theatres, technologies and

information is available.

A.M.R.I. HOSPITAL KOLKATA

Since its existence, Advanced Medicare & Research Institute Ltd. has led the

competition by introducing key innovations in makeing health care services

more accessible and affordable for customers, improve the quality standard of

health care services, and help individuals and their doctors make more informed

health care decisions. At AMRI 530 beds are available to expand the facility of

heath care.

Time Line of Selected Corporate Highlights and Innovations

July1996

AMRI Hospitals is co-founded by Emami & Shrachi Groups, along with

Government of West Bengal (India) to expand health coverage options for

consumers. A 161 bed tertiary care hospital is introduced.

June2002

A Clinic with specialty in ENT, Eye & Dental is introduced.

August2005

A 190 bed Super-specialty hospital is introduced.

January2006

Acquired a 184 bed multi speciality hospital in Salt lake, Kolkata. Now known

as AMRI Salt Lake, Kolkata.



Quality & Certification

AMRI hospital is a center for training the student of Institute of Radiology &

Medical Imaging

Critical Care Unit and Institute of Minimally Invasive Surgery department of

the hospital have been selected for training the Post DNB fellows in

respective discipline.

The hospital has been accredited of training for fellows from The University

of Newcastle Nova Care Diabetes Academy (TUNDA), which is an

internationally recognized institution for research and training in

Diabetology.

Affiliated to Jadavpur University for teaching M-Pharm course.

Certified ISO 9001:2000.

AMRI is the first Multi speciality Hospital in Eastern India to be acredited by

NABH.

AMRI Main, AMRI Annexe and AMRI Saltlake has been accredited with

NABL certification for Laboratory Services.

Mission

To provide healthcare services maintaining accountability in a responsible

manner which contribute to the physical, psychological, social and spiritual

well being of the patients and community, which we serve.

To participate in the creation of healthier lives within the community

conforming to the requirements of our patients and customers round the clock

and constantly measuring and striving to improve the outcomes of our care



and service.

To create and sustain a work environment in which all participants are

empowered and committed to continual quality improvements; confirming

the values of participation, acknowledgement, accountability, teamwork,

integrity and respect.

Create the national model of care through relentless pursuit of unparalleled

quality & value to the entire satisfaction of patient, customer and staff.

To carry on educational and research activities related to the provision of care

to the sick and injured or related to the promotion of health and continually

rethink, reshape and redefine solutions to healthcare challenges.

Vision

Be cherished as the best place to come for care and the best place to work.

Values

Transformational Leadership: We commit to lead with creativity,

imagination, passion and courage. We lead by supporting and mentoring

others, and above all by demonstrating a strong ethic of service.

Customer Driven Continuous Improvement: We continuously strive to

improve processes and services to meet and exceed the expectations of

internal and external customers.

Team Work: We work together sharing knowledge, talents and skills to

achieve common goals. We promote a collaborative, win-win culture and

recognize and celebrate the achievement of members, teams and staff.

Diversity: We value differences among people. We believe that these



cultural, social, professional, and organizational differences add value to our

decisions and direction as an organization.

Integrity: We act in harmony with our values, with honesty and respect for

others at all times.

Professional Development: We value the enhancement of professionals in

healthcare quality through education, certification, research and advocacy.

Quality policy

At AMRI they are committed to provide quality health care to patients. Which

shall achieved by :

Identifying and meeting their needs and expectation

Complying with the benchmark of national and global level of practices

through continual development, improvement and training

Remaining committed to ensure that a transparent quality system, as per the

requirement of accreditation authority and appropriate to the purpose of the

organization is understood and implemented at all levels.

8 C’s of AMRI

Collaboration

Advanced Medicare and Research Institute Limited is the first joint venture

collaboration in health care between the Emami Group, the Shrachi Group and

the Government of West Bengal. The hospital is the first in Eastern India to be

accredited with the prestigious International Hospital Federation (IHF) of

France.

Convenience



Conveniently located in South Kolkata, home to a large population.

Comfort

Centrally air-conditioned with 540 beds, 18 operation theatres, ICCU, ITU,

HDU units and an in-house pharmacy.

Care

Employs renowned doctors and specialists with international expertise and also

enjoys the services of experienced consultants, supported by trained nurses,

paramedical staff and technicians.

Commitment

To strengthen transparency, AMRI has introduced a ‘patient charter’, where all

inpatient, outpatient and treatment-seeking customers can ascertain their rights,

expectations and responsibilities while in the hospital for treatment.

Coverage

Equipped with a range of sophisticated equipment in the field of cardiology,

neurosciences, nephrology, oncology, critical and trauma care, paediatrics,

gynaecology, gastroenterology.

Concern

To strengthen security, AMRI recently implemented barcode solutions for all

inpatients and outpatients for identity, convenience, safety and security. A

tamper-proof barcode wristband is provided to all new inpatient admissions

comprising a barcode, patient name, identity, age and date of birth.

Community

AMRI hospital is committed to the cause of helping the underprivileged in

Kolkata through an initiation of various schemes (free treatments, economy



package for surgery and 15 per cent discount for senior citizens on

investigations and neighbourhood card scheme) among others.

Board of Directors

Prof. (Dr.) Soumendra Nath Banerjee Chairman

Prof. M. K. Chhetri Managing Director

Mr. R S Agarwal Director

Mr. R S Goenka Director

Mr. S K Todi Director

Mr. Aditya V Agarwal Director

Mr. Prashant Goenka Director

Ms. Priti Sureka Director

Mr. Ravi Todi Director

Mr. Manish Goenka Director

Mr. Rahul Todi Director

Mr. D N Agarwal Executive Director

Mr. Ashim Kumar Das Director

Dr. Pronab Dasgupta Director



COLUMBIA ASIA HOSPITAL KOLKATA

Columbia Asia has a clear vision: Provide excellent, affordable care in modern

facilities centred on patients' needs.

Columbia Asia Hospital – Salt Lake is a 100-bed hospital designed to meet the

needs of patients, from childbirth and broken bones to laparoscopic surgery,

renal transplants and internal medicine.

Columbia Asia's highly skilled doctors and nurses deliver care in modern

hospitals located close to where people live and work. Columbia Asia hospitals

are specifically designed for the needs of patients and built for maximum

comfort and efficiency. Patients benefit from advanced medical diagnostics,

treatment and the personal care that only comes in facilities where the focus is

on each patient.

Columbia Asia provides excellent care at affordable prices. Their transparent

rate structure for medical procedures allows patients to know in advance how

much their care will cost. There are no hidden or extra charges.

In the coming future all hospitals would work on the principles of Columbia

Asia : clean, modern, with the latest technology and designed to deliver efficient

care to patients near where they live and work.

Services Available

Anesthesiology

Cardiology

Clinical Psychology

Maxillofacial Surgery

Medical Oncology

Minimally Invasive

Pediatrics & Neontology

Plastic & Reconstructive

Surgery

http://www.columbiaasia.com/kolkata-services.html#anesthesiology

http://www.columbiaasia.com/kolkata-services.html#maxillofacialsurgery

http://www.columbiaasia.com/kolkata-services.html#pediatricsneontology



Dermatology

Endocrinology

ENT

Gastroenterology

General Surgery

Internal Medicine

(Laparoscopic) Surgery

Nephrology

Neurosurgery

Obstetrics & Gynecology

Ophthalmology

Orthopedic Surgery

Pediatric Surgery

Psychiatry

Pulmonology (Chest

Medicine)

Renal Transplant

Surgical Oncology

Urology

Vascular Surgery

Facilities Available

24-hour Services

Emergency Room

Laboratory

Pharmacy

Radiology

Ambulance

Ambulatory & Day Care

Day Surgery

Endoscopy

Dialysis

Cafeteria

Inpatient Dining

Outpatient Dining

Laboratory

Hematology

Microbiology

Clinical Pathology

Home collection of Blood

Samples

Diagnostic Imaging

Digitized Radiography

Ultrasound and Color Doppler

Echocardiography

Digitized Mammography

CT Scan

Picture Archival

Communication System

Tele-Radiology

Preventive Healthcare

Comprehensive Health Screen

Cancer Screening

Multi-discipline Specialist

Clinics

8am to 8pm Outpatient

Clinics

Nursing Units

Intensive Care

Isolation Care

Labor and Delivery

Neonatal Intensive Care

Nursery

Patient Accommodation

Rooms

Intensive Care Units

Physiotherapy

Physiotherapy

http://www.columbiaasia.com/kolkata-services.html#dermatology

http://www.columbiaasia.com/kolkata-services.html#ent

http://www.columbiaasia.com/kolkata-services.html#gastroenterology

http://www.columbiaasia.com/kolkata-services.html#generalsurgery

http://www.columbiaasia.com/kolkata-services.html#internalmedicine

http://www.columbiaasia.com/kolkata-services.html#nephrology

http://www.columbiaasia.com/kolkata-services.html#neurosurgery

http://www.columbiaasia.com/kolkata-services.html#obstetricsampgynecology

http://www.columbiaasia.com/kolkata-services.html#ophthalmology

http://www.columbiaasia.com/kolkata-services.html#orthopedicsurgery

http://www.columbiaasia.com/kolkata-services.html#pediatricsurgery

http://www.columbiaasia.com/kolkata-services.html#psychiatry

http://www.columbiaasia.com/kolkata-services.html#surgicaloncology

http://www.columbiaasia.com/kolkata-services.html#vascularsurgery

http://www.columbiaasia.com/kolkata-services.html#laboratory

http://www.columbiaasia.com/kolkata-services.html#pharmacy

http://www.columbiaasia.com/kolkata-services.html#radiology

http://www.columbiaasia.com/kolkata-services.html#daysurgery

http://www.columbiaasia.com/kolkata-services.html#physiotherapy



Histopathology

Cytology

Biochemistry

Immunology

Special Clinics

Diabetes Clinic

Hypertension Clinic

Operating Theatre

Major & Minor Surgery

Central Sterile Services

Department



COMPREHENSIVE ANALYSIS OF

APOLLO AND ITS RIVALS

STRENGTH OF APOLLO GLENEAGLES

International & National Accreditations

JOINT COMMISSION INTERNATIONAL

Apollo Gleneagles Hospitals, Kolkata is the only hospital in Eastern India to be

accredited with Joint Commission International (JCI) accreditation, the

international benchmark for quality. They have earned this Gold Seal of Quality

after going through a long process of evaluation covering vital aspects like

patient safety and consistent quality. It is important because it reinforces their

commitment of providing consumers with the best healthcare.

NABL

Apollo Gleneagles Hospitals, Kolkata is the only hospital to receive NABL

certification (National Accreditation Board for Testing and Calibration Laboratories) in six

separate categories namely Clinical Biochemistry, Clinical Pathology,

Haematology & Immunohaematology, Microbiology & Serology,

Histopathology & Cytopathology.

Apollo Hospitals – Only Healthcare Super Brand in India

Apollo Hospitals is the only healthcare organization to achieve the Superbrand

status in India. Mr.Eamonn Sadler, Chief Executive of Superbrands Worldwide

presented the Superbrand award to Apollo Hospitals at a function held in

Mumbai on 17 December, 2009.



STRENGTH OF RUBY

First NRI hospital certified by ISO 9001:2008 in Eastern India

First and only Hospital in India applying 6 sigma techniques and Record

of First hospital in Eastern India to achieve 100% success rate in first 400

Bypass Surgeries.

First NRI hospital in Eastern India to provide services in 42 multi-

specialties.

State of the art equipment and technology to provide most advanced

treatment at par with International Standards

Treats largest number of Road Traffic Accidents cases with very high

success rate.

Day care facilities for Dialysis, Chemo, Eye Surgery and Gastro

procedures.

Exclusive 'five-star' lifestyle floor - "The Enclave" for the Elite.

24 hour Emergency & Trauma Care Unit, 24 hours Critical Care, 24 hour

Consultants on call, 24 hours Diagnostics, 24 hours Ambulance, 24 hours

Pharmacy services

STRENGTH OF PEERLESS

More than 2,575 Open Heart operations

More than 2,150 Closed Heart operations

More than 2,675 Spinal surgeries

More than 6,185 Brain surgeries

More than 2,548 hip replacements



More than 3,165 Knee replacement

More than 48 Shoulder replacement

More than 7,670 radical surgeries for Cancer treatment

More than 6,605 Laparoscopic Cholecystectomy

More than 13,265 Coronary Angiography

More than 4,380 Coronary Angioplasty

More than 18,305 IOL, PHACO & Eye Surgeries

More than 10,000 Chemotheraphy

More than 39,725 Haemodialysis

More than 1,540 CAPD

STRENGTH OF FORTIS

Multiple Centres of Excellence

Fortis Hospitals have competence in 3 super specialties.

o Heart Care

o Brain and Spine Care

o Bone and Joint Care

This eliminates the need to consult elsewhere for inter-related

complications leading from one to the other – like a brain problem arising

out of a heart complication and so on.

Instant and easy access to specialist surgeons, physicians and nursing

staff.

Comprehensive treatment facilities, operation theatres, technologies and

information is available.



STRENGTH OF AMRI

AMRI hospital is a center for training the student of Institute of Radiology &

Medical Imaging

Critical Care Unit and Institute of Minimally Invasive Surgery department of

the hospital have been selected for training the Post DNB fellows in

respective discipline.

The hospital has been accredited of training for fellows from The University

of Newcastle Nova Care Diabetes Academy (TUNDA), which is an

internationally recognized institution for research and training in

Diabetology.

Affiliated to Jadavpur University for teaching M-Pharm course.

Certified ISO 9001:2000.

AMRI is the first Multi speciality Hospital in Eastern India to be acredited by

NABH.

AMRI Main, AMRI Annexe and AMRI Saltlake has been accredited with

NABL certification for Laboratory Services.

8 C’s of AMRI

Collaboration

Convenience

Comfort

Care



Commitment

Coverage

Concern

Community

STRENGTH OF COLUMBIA ASIA

highly skilled doctors and nurses deliver care in modern hospitals

located close to where people live and work.

hospitals are specifically designed for the needs of patients and built for

maximum comfort and efficiency.

benefit from advanced medical diagnostics, treatment and the personal

care that only comes in facilities where the focus is on each patient.

provides excellent care at affordable prices. Our transparent rate

structure for medical procedures allows patients to know in advance

how much their care will cost. There are no hidden or extra charges.



QUESTIONNAIRE

NAME ____________________________________

GENDER male female

AGE ____________________________________

OCCUPATION

Student Service Business Professional Others

_____________________ (write your occupation if selected others)

MONTHLY INCOME (if you are a “student” then consider your pocket money per month)

Below 5000 5,000 - 9,999 10,000 - 15,000 15,001 -

25,000

More than 25,000

RANK THE FOLLOWING HOSPITALS BASED ON YOUR PREFERENCE

Apollo Gleneagles Fortis AMRI Columbia Asia

Peerless Ruby Others ______________________(Mention)

HOW OFTEN DO YOU VISIT? Every fortnight Every month Every six months Every year Very rarely

WHAT IS THE REASON OF YOUR VISIT TO THE

HOSPITAL?_______________________________________________________________

___________________________________________________________________________

______________________

Please rate APOLLO GLENEAGLES on a scale of 1-7 on the basis of following parameters (1 is minimum and 7 is maximum) AMBIENCE _____________________________________________ HYGIENE ______________________________________________ SERVICE DELIVERY TIME _____________________________________________ INTERACTON OF EMPLOYEES___________________________________________

http://en.wikipedia.org/wiki/Indian_rupee










LOCATION _____________________________________________ FACILITIES _____________________________________________ COST EFFECTIVENESS _____________________________________________ EMERGENCY FACILITIES ______________________________________________ ADDITIONAL CARE AND FACILITIES ______________________________________ WHAT ARE THE IMPROVEMENTS; IF ANY YOU WOULD LIKE TO SEE IN THE HOSPITAL? ___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

DATE:

PLACE:

CONTACT No:



ONLINE QUESTIONNAIRE QUESTIONNAIRE ON APOLLO GLENEAGLES BRAND RECOGNITION AND POSITIONING.

SURVEY ON APOLLO GLENEAGLES TO STUDY AND ESTIMATE THE POSITION AND BRAND

ACKNOWLEDGEMENT.

NAME *

Sample Question 2

GENDER *

MALE

FEMALE

AGE *

15 TO 20

20 TO 30

30 TO 40

40 TO 50

MORE THAN 50

OCCUPATION *

STUDENT

SERVICE

BUSINESS

PROFESSIONAL

Other:



MONTHLY INCOME *

BELOW 5000

5000 TO 10000

10000 TO 20000

20000 TO 30000

MORE THAN 30000

SELECT HOSPITAL ACCORDING TO YOUR PREFERENCE *

APOLLO GLENEAGLES

FORTIS

AMRI

PEERLESS

RUBY

COLUMBIA ASIA

Other:

HOW OFTEN DO YOU VISIT *

EVERY FORTNIGHT

EVERY MONTH

EVERY SIX MONTHS

EVERY YEAR

VERY RARELY

REASON OF YOUR VISIT TO THE HOSPITAL? *



RATE APOLLO GLENEAGLES ON A SCALE OF 1 TO 7 FOR ITS AMBIENCE. *

1 2 3 4 5 6 7

BEST

WORST

RATE APOLLO GLENEAGLES ON A SCALE OF 1 TO 7 FOR ITS HYGIENE. *

1 2 3 4 5 6 7

BEST

WORST

RATE APOLLO GLENEAGLES ON A SCALE OF 1 TO 7 FOR ITS SERVICE DELIVERY TIME. *

1 2 3 4 5 6 7

BEST

WORST

RATE APOLLO GLENEAGLES ON A SCALE OF 1 TO 7 FOR ITS INTERACTION OF EMPLOYEES. *

1 2 3 4 5 6 7

BEST

WORST

RATE APOLLO GLENEAGLES ON A SCALE OF 1 TO 7 FOR ITS LOCATION. *

1 2 3 4 5 6 7

BEST

WORST



RATE APOLLO GLENEAGLES ON A SCALE OF 1 TO 7 FOR ITS FACILITIES. *

1 2 3 4 5 6 7

BEST

WORST

RATE APOLLO GLENEAGLES ON A SCALE OF 1 TO 7 FOR ITS COST EFFECTIVENESS. *

1 2 3 4 5 6 7

BEST

WORST

RATE APOLLO GLENEAGLES ON A SCALE OF 1 TO 7 FOR ITS EMERGENCY FACILITIES. *

1 2 3 4 5 6 7

BEST

WORST

RATE APOLLO GLENEAGLES ON A SCALE OF 1 TO 7 FOR ITS ADDITIONAL FACILITIES AND CARE. *

1 2 3 4 5 6 7

BEST

WORST

WHAT ARE THE IMPROVEMENTS; IF ANY YOU WOULD LIKE TO SEE IN THE HOSPITAL?

Submit



Based on the parameters mentioned in the questionnaire graph representing the quotients:

HYGIENE

BEST

GOOOD

SATISFACTORY

NEUTRAL

BAD

WORSE

WORST

AMBIENCE

BEST

GOOD

SATISFACTORY

NEUTRAL

BAD

WORSE

WORST

SERVICE DELIVERY TIME

BEST

GOOOD

SATISFACTORY

NEUTRAL

BAD

WORSE

WORST



INTERACTION OF EMPLOYEES

BEST

GOOD

SATISFACTORY

NEUTRAL

BAD

WORSE

WORST

LOCATION

BEST

GOOD

SATISFACTORY

NEUTRAL

BAD

WORSE

WORST

BASE FACILITIES

BEST

GOOD

SATISFACTORY

NEUTRAL

BAD

WORSE

WORST



COST EFFECTIVENESS

BEST

GOOD

SATISFACTORY

NEUTRAL

BAD

WORSE

WORST

EMERGENCY FACILITIES

BEST

GOOD

SATISFACTORY

NEUTRAL

BAD

WORSE

WORST

ADDITIONAL FACILITIES

BEST

GOOD

SATISFACTORY

NEUTRAL

BAD

WORSE

WORST



OVERALL

BEST

GOOD

SATISFACTORY

NEUTRAL

BAD

WORSE

WORST



SWOT ANALYSIS OF APOLLO GLENEAGLES

From this SWOT we can derive the:

Strength-

Its strength basically lies in its brand name, the JCI accreditation, NABL

certifications in six different categories, its personification as the only super

brand in India etc.

•Ruby 1st hospital with ISO 9001:2008 certification

•Ruby 1st to achieve 100% success in 400 bypass surgeries

•Fortis specialist in: heart care; bone & joint care; brain & spine care

•8 C’s of AMRI

•Effective costing of services by Columbia Asia

•Large ageing population in Kolkata.

•1st bone marrow transplant unit.

•Availability of good doctors and services.

•Opportunity to enter the North East India.

•Increase in the number of bone marrow cancer patients in Kolkata

•Need to work on its cost structure

•Need to improve its Emergency unit and sub departments

•Need to update services with time

•JCI accreditation

•NABL certification in six separate categories.

•Good employee customer interaction

•Brand name

•Good service output

•Only Health care Super Brand in India

STRENGTH WEAKNESS

THREAT OPPORTUNITY



WEAKNESS-

on an overall basis it does not have any weakness but if anyone wants to remain

no.1 has to keep upgrading one self and that is needed to be done , in addition to

that the cost structure should be redefined to suit the new developments, etc.

OPPORTUNITIES-

growing population of the city and also growing population of old age people.

Expansion towards the north eastern region of the country. Setting up of 1st

bone marrow transplant unit In this region, a first cut in this sector, and many

such developments.

THREAT-

Ruby 1st hospital with ISO 9001:2008 certification

• Ruby 1st to achieve 100% success in 400 bypass surgeries

• Fortis specialist in: heart care; bone & joint care; brain & spine care

• 8 C’s of AMRI

• Effective costing of services by Columbia Asia



THE FIVE FORCES OF THE MARKET

Here we can see the five forces of market namely:-

a) Bargain power of the customers: as they pay money for the

services we render, they can go outside if they get better service at

less cost.

b) Bargain power of suppliers: outsourcing services like employees

from hiring agencies and vendors may create problem by raising

cost or by walking out.

c) Threat from substitutes: Dr. Reddy’s, Aarogyam, Physiotherapist,

Homeopathy etc.

d) Threat from new entrant: Workharth, Seba, Subodh Mitra, Ils etc.

Jockeying: Ruby, Fortis, Peerless, AMRI, Columbia

Asia etc.

Bargain power of consumers: better services outside at less

cost

Bargain power of suppliers: out

source providers and

vendors.

Threat from sbstitutes: Dr.Reddy’s, aarogyam,

physiotherapy, homeopathy etc.

New entrants: Workharth, Seba, Subodh Mitra, Ils

etc.

APOLLO GLENEAGLES

+ internal affairs: 39%+ employee turnover ratio.



e) Jockeying for position: competition among competitors like Ruby,

Fortis, Peerless, AMRI, Columbia Asia etc.

f) In addition to that a sixth element has been added which is very

drastic and Apollo has to rectify it for its growth and that is internal

affairs: 39%+ employee turnover ratio.



RECOMMENDATION

Any organization is not perfect and there are problems withj that and they have

to be sorted out for better growth. Likewise even Apollo Gleneagles has some

problem and they are:

A) Improving the cost structure of medical services provided: this is

needed to be done or else if customer gets better service at less cost

yhen they will move on.

B) need to improve the services provided: to remain no.1, one has to

go on improving itself for better stability and depth in the market

and also market expansion, stagnation only deterrentsthe grow2th

of an organization.

C) Work on employee retention: massive job turnover is a failure

situation for an organization and with a 39% turnover on really has

to work seriously on it.



SOURCES OF INFORMATION AND DATA

The information and data, which will be required to pull off this project will be

available from different sites and they are:

• http://www.apollohospitals.com

• http://www.amrihospitals.in/saltlake/

• http://www.fortishospitals.com/kolkata/

• http://www.peerlesshospital.com/

• http://www.rubyhospital.com/

• http://www.columbiaasia.com/kolkata/

• http://week.manoramaonline.com

• HARVARD BUSINESS REVIEW FOR PORTER’S FIVE FORCES

• MARKETING MANAGEMENT: BY Kotler et al.

apollo gleneagles final apollo gleneagles: creating an edge over others.report 1

Documents

project report

final report

executive summary purpose

company guide

anit junior executive

nabin mistry senior

summer internship program

faculty guide