Apollo internship report. final

An Organisation Study At Apollo Speciality Hospital

CANARA BANK SCHOOL OF MANAGEMENT STUDIES

1.1 INTRODUCTION TO THE STUDY

This report provides an introduction to health care organization, practice and

policy, presenting an overview of healthcare that emphasizes the interplay between

science, society, and individuals. It aims to develop understanding of how health care

organizations shape the practices of professionals working within them.

Apollo Group one of the largest integrated healthcare groups in the region, it

also did successfully catalyze the private healthcare revolution in the country. Apollo

today has made every aspect of their lofty mission a reality. Along the way the

journey has touched and enriched 39 million lives that came from 120 countries.

Apollo Hospitals was the forerunner of integrated healthcare in Asia, as well

as globally. Today, the group's futuristic vision has ensured that it has been in a

position of strength at every touch point of the healthcare delivery chain. Its presence

encompasses over 10,000 beds across 51 hospitals, more than 1500 pharmacies, over

100 primary care & diagnostic clinics, 115 telemedicine units across 9 countries,

health insurance services, global projects consultancy, 15 academic institutions and a

Research Foundation with a focus on global clinical trials, epidemiological studies,

stem-cell and genetic research.



1.2 OBJECTIVES OF THE STUDY

The main objective of this study is to study the organisation of various departments, the

origin growth and development of the industry and organisation, the present status of the

industry future prospects of the industry as well as the organisation.

The study also helps to identify the specific management problems and to come out with the

possible solutions and recommendations.

The overall objectives of the study:-

To study the organization structure.

To know about its products and service activities.

To know the different functions of all the departments.

To know the responsibilities of top management and how to execute responsibility in

a competitive economy.

To analyze the organization using SWOT analysis.



1.3 HEALTH CARE INDUSTRY

The healthcare sector is the sector of the economy made up of companies that specialize in

products and services related to health and medical care. The healthcare sector includes

publicly-traded companies that power all dimensions of the healthcare industry. Examples of

these companies include, but are not limited to, biotechnology companies, health

insurance providers, pharmaceutical companies, and companies that manage clinics and

hospitals. Companies that produce professional and home health products (for example,

blood-pressure monitors, Elastoplasts, Orthopaedic devices, and surgical supplies) are also

included in this sector. It comprises of providers of diagnostic, preventive, remedial, and

therapeutic services such as doctors, nurses, hospitals and other private, public, and voluntary

organizations. It also includes medical equipment and pharmaceutical manufacturers, health

insurance firms. The modern health care sector is divided into many sub-sectors, and depends

on interdisciplinary teams of trained professionals and paraprofessionals to meet health needs

of individuals and populations. The health care industry is one of the world's largest and

fastest-growing industries. Consuming over 10 percent of Gross Domestic Product (GDP) of

most developed nations, health care can form an enormous part of a country's economy. The

health care industry is typically divided into several areas.

The sector comprises hospital and allied sectors that include:

a. Medical care providers that includes physicians, specialist clinics, nursing homes and

hospital

b. Diagnostic service centres and pathology laboratories

c. Medical equipment manufacturers

d. Contract research organizations and pharmaceutical manufacturers

e. Third party support service providers

This third party involves activities of, or under the supervision of, nurses, midwives,

physiotherapists, scientific or diagnostic laboratories, pathology clinics, residential health

facilities, or other allied health professions, e.g. in the field of optometry, hydrotherapy,

Medical massage, yoga therapy, music therapy, occupational therapy, speech therapy,

chiropody, homeopathy, chiropractics, acupuncture, etc...



1.3.1 Healthcare Industry in India:

Healthcare in India features a universal health care system run by the constituent

states and territories of India. The Constitution charges every state with "rising of the level of

nutrition and the standard of living of its people and the improvement of public health as

among its primary duties".

The National Health Policy was endorsed by the Parliament of India in 1983 and

updated in 2002.However, the government sector is understaffed and underfinanced; poor

services at state-run hospitals force many people to visit private medical practitioners,

Government hospitals, some of which are among the best hospitals in India, provide

treatment at taxpayer expense.

Most essential drugs are offered free of charge in these hospitals. Government

hospitals provide treatment either free or at minimal charges. For example, an outpatient card

at AIIMS (one of the best hospitals in India) costs a onetime fee of rupees 10 (around 20

cents US) and thereafter outpatient medical advice is free. In-hospital treatment costs depend

on financial condition of the patient and facilities utilized by him but are usually much less

than the private sector.

For instance, a patient is waived treatment costs if he is below poverty line. Another

patient may seek for an air-conditioned room if he is willing to pay extra for it. The charges

for basic in-hospital treatment and investigations are much less compared to the private

sector. The cost for these subsidies comes from annual allocations from the central and state

governments.

Primary health care is provided by city and district hospitals and rural Primary Health

Centres (PHCs). These hospitals provide treatment free of cost.

Primary care is focused on Immunization, prevention of malnutrition, pregnancy, child birth,

postnatal care, and treatment of common illnesses.

The Indian healthcare market is one of the prominent contributors to the country’s

Gross Domestic Product (GDP) having attracted large number of players- domestic as well as

International during the past few years. According to a report, The Indian healthcare market

is currently estimated at US$103 billion and is expected to reach US$120 billion by 2015 and



US$150 billion by 2017. Highly qualified doctors and scientists, state-of-the-art technology

and low costs have helped India become an attractive global destination for medical tourism,

clinical studies, and research and development (R&D) programs.

Medical tourism too has been rising in recent years. To conclude, the Indian healthcare sector

is on a fast growth track.

1.3.2 INDUSTRY STRUCTURE:

National level - The organization at the national level consists of the Union Ministry of

Health and Family Welfare.

State Level - The organization at State level is under the State Department of Health and

Family Welfare in each State headed by Minister and with a Secretariat under the charge of

Secretary/Commissioner (Health and Family Welfare) belonging to the cadre of Indian

Administrative Service (IAS).

Regional level - Each regional/Zone set-up covers three to five districts and acts under

authority delegated by the State Directorate of Health Services.

District Level - The district level structure of health services is a middle level management

organisation and it is a link between the State as well as regional structure on one side and the

peripheral level structures such as PHC as well as sub-centre on the other side.

Sub-divisional/Taluk level - At the Taluk level, healthcare services are rendered through the

office of Assistant District Health and Family Welfare Officer (ADHO).

Community level - one Community Health Centre (CHC) has been established for every

80,000 to 1, 20,000 population, and this centre provides the basic specialty services in general

medicine, paediatrics, surgery, obstetrics and gynaecology.



1.3.3 PLAYERS IN THE MARKET:

Apollo Hospitals Enterprise Limited- Provides healthcare services primarily in India,

Mauritius, Bangladesh, and Kuwait. The company's healthcare facilities offer treatment for

acute and chronic diseases in primary, secondary, and tertiary care sectors. Its tertiary care

hospitals provide care in approximately 50 specialties, including cardiac sciences, oncology,

radiology and imaging, gastroenterology, neurosciences, orthopaedics, and critical care

services, as well as specialize in minimally invasive surgeries and transplantation.

Fortis Healthcare Limited - owns, operates, and manages multi-specialty hospitals. Its

healthcare facilities offer a range of specialty medical services, such as cardiac care,

orthopedics, neurosciences, metabolic diseases, renal care, oncology, and mother and child

care, as well as other services, such as cosmetic surgery, ophthalmology, ear nose throat care,

and dermatology

Max Healthcare Institute Limited - operates healthcare facilities with indoor and outdoor

patient care in India. It provides services in the areas of cardiology, orthopedics and joint

replacement, cancer, neurosciences, pediatrics, obstetrics and gynecology, aesthetics and

reconstructive plastic surgery, internal medicine, eye and dental care, endocrinology,

diabetes, obesity, ENT, metal health and behavioral sciences, physiotherapy and

rehabilitation, and nuclear medicine, as well as minimal access, metabolic, and bariatric

surgery.

Columbia Asia -is an international healthcare group operating a chain of modern hospitals

across India, Malaysia, Vietnam and Indonesia. The company's highly skilled medical experts

deliver care in hospitals specifically designed for the needs of patients and built for maximum

comfort and efficiency. Columbia Asia Hospitals. Pvt.Ltd. is one of the first healthcare

companies to enter India through 100% Foreign Direct Investment (FDI) route.



1.3.4 INDUSTRY VOLUME:

The healthcare equipment sector attracted 8.8 per cent of the total investments in

terms of deal value with an aggregate of US$249.01 million. The hospital and diagnostics

centre in India received Foreign Direct Investment(FDI) worth US$ 1,597.33 million, while

drugs & pharmaceutical and medical & surgical appliances industry registered FDI worth

US$ 10,318.17 million and US$ 622.99 million, respectively during April 2000 to March

2013, according to data provided by Department of Industrial Policy and Promotion (DIPP).

The demand for hospital services has been consistently soaring in the country, with

every class of the society demanding better quality and standards of healthcare. Realizing the

continuous growing demand, many investors worldwide have expressed their keenness

towards investing in the Indian hospital service market. The country is making strides in the

right direction as evident from the 100% allowance of FDI in the hospital segment under the

automatic route, since January 2000. The World Health Organization estimates there are 9.2

million physicians, 19.4 million nurses and midwives, 1.9 million dentists and other dentistry

personnel, 2.6 million pharmacists and other pharmaceutical personnel, and over 1.3 million

community health workers worldwide, making the health care industry one of the largest

segments of the workforce.

The medical industry is also supported by many professions that do not directly

provide health care itself, but are part of the management and support of the health care

system. The incomes of managers and administrators, underwriters and medical malpractice

attorneys, marketers, investors and shareholders of for-profit services, all are attributable to

health care costs.



1.3.5 CURRENT SCENARIO:

The healthcare ecosystem in India is at an inflection point. While the outlook for the

healthcare industry is optimistic, there is a need to move towards an integrated healthcare

delivery system, which leverages technology and has the patient at its centre.

Growing population, increasing affordability, comparative cheaper treatment costs as

opposed to the west and medical tourism thereof, increased health insurance penetration,

increased patient awareness, out-of-the-box unconventional thinking by the healthcare

players for better operations, government opening up its arms to PPP and even providing tax

holidays will be the key factors to look out for which would drive the future of healthcare in

India Customers are growing more aware of their health needs, demand quick response, less

waiting times, and above all - demand nearness of the healthcare unit to them.

India presently has a bed deficit of approximately 30 lakh beds as per the WHO

recommendation of four beds per 1000 population. Considering even a 250 bedded hospital

on an average, the country would need 12000 hospitals in the near future. As almost 80 per

cent of this would be fulfilled by the private players, a huge rise in IPO's and premium

commanding players in the arena would flutter bringing in interesting times for the healthcare

industry.

Recent spurt in Public Private Partnership (PPP) projects, and thrust on quality by the

government sector and its demand (& mandate in some areas) on National Accreditation

Board for Hospitals (NABH) and ISO, a lot of consultancy business is abuzz with the projects

galore in the accreditation and Quality management Systems (QMS) field. India to its credit

already has one government hospital NABH accredited and many are in the pipeline. With

CGHS making NABH mandatory for care and hospitalization cost reimbursements, there is

hectic activity seen in hundreds of hospitals waking up to the long due need for quality

healthcare and applying for the coveted quality mark.

The trend is on a steep rise, and it is just a matter of time when the government

launches patient awareness on NABH quality in full swing. This would make the patient

demand at least an ISO QMS certified hospital if not NABH.



The healthcare industry is estimated at USD 22 billion. Estimated growth at 13 per cent

annually assures a return of 15-20 per cent for the healthcare providers. Healthcare sector at

present employs 4 million people directly and indirectly. Private healthcare market currently

estimated at Rs 690 billion (USD 14.8 billion). 85 per cent private sector

Establishments have less than 25 beds. Specialty and super specialty hospitals account

for 2 per cent of total institutes. Corporate hospitals constitute less than 1 per cent of all

institutes. Private sector accounts for 82 per cent of all out-patient visits. Private sector

accounts for 52 per cent of all hospitalization. The Indian healthcare industry, which

comprises hospitals, medical infrastructure, medical devices, clinical trials, outsourcing,

telemedicine, health insurance and medical equipment, was valued at US$ 79 billion in 2012,

and is expected to reach US $160 billion by 2017. The Indian healthcare sector is expected to

grow at about 15 percent year-on-year (y-o-y), on account of factors such as rapid growth in

infrastructure development, creation of demand for higher levels of healthcare, rising

awareness of end users, and launch of innovative insurance, reimbursement, and financing

policies.

The growth of the Indian healthcare sector is further driven by the 300 million strong

middle class populations with significant disposable income, which is likely to demand

superior healthcare services. The Indian healthcare industry is seen to be growing at a much

rapid pace than it was anticipated before and is expected to become a $238.76 billion industry

by 2020. A number of major players in the healthcare sector are actively participating in the

growth through expansion plans and putting in huge investments in the sector. According to

the Investment Commission of India, the healthcare industry in India has experienced

remarkable evolution of an added 12 percent per year during the last 4 years driven by a

number of factors such as increase in the average life expectancy and average income levels,

and rising awareness for health insurance among consumers.



2.1 COMPANY PROFILE:

TYPE OF

BUSINESS ENTITY

PRIVATE

INDUSTRY

HEALTHCARE

FOUNDED

1983

HEAD QUARTERS

CHENNAI, INDIA

KEY PEOPLE

PRATHAP C. REDDY, FOUNDER AND CHAIRMAN

PREETHA REDDY, MANAGING DIRECTOR

K. HARI PRASAD, CEO - CENTRAL REGION

REVENUE

38.84 billion (US$631 million) (2014)

EMPLOYEES

10,000+

WEBSITES

www.apollohospitals.com

www.apollospecialityhospitals.com

http://en.wikipedia.org/wiki/Prathap_C._Reddy

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

http://en.wikipedia.org/wiki/K._Hari_Prasad

http://www.apollohospitals.com/

http://www.apollospecialityhospitals.com/



At the behest of his father, in 1971, Dr. Reddy left behind a flourishing practice in

Boston and returned to India. On his return he found the medical landscape in the country

plagued by gaps in infrastructure, delivery and affordability. Things took a turn for the worse

when he lost a young patient who just did not have the means to go abroad for treatment. The

incident marked a cross road in Dr. Reddy's life and steeled his determination to get quality

healthcare to India. He set the blueprint to build India's first multi-specialty private sector

hospital.

Undaunted and unfazed by the obstacles faced, Apollo Hospitals opened its doors in 1983

and ever since nurtured a goal which read as "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".

In the 30 years since, it has scripted one of the most magnificent stories of success

that India has seen. Not only is the Apollo Group one of the largest integrated healthcare

groups in the region, it also did successfully catalyze the private healthcare revolution in the

country. Apollo today has made every aspect of their lofty mission a reality. Along the way

the journey has touched and enriched 39 million lives that came from 120 countries.

Apollo Hospitals was the forerunner of integrated healthcare in Asia, as well as

globally. Today, the group's futuristic vision has ensured that it has been in a position of

strength at every touch point of the healthcare delivery chain. Its presence encompasses over

10,000 beds across 51 hospitals, more than 1500 pharmacies, over 100 primary care &

diagnostic clinics, 115 telemedicine units across 9 countries, health insurance services, global

projects consultancy, 15 academic institutions and a Research Foundation with a focus on

global clinical trials, epidemiological studies, stem-cell and genetic research.

Over the past three decades Apollo Hospitals' transformative journey has forged a legacy of

excellence in Indian healthcare. The Group has continuously set the agenda and led by

example in the blossoming private healthcare space.



One of Apollo's significant contributions has been the adoption of clinical excellence

as an industry standard. Apollo pioneered the concept - the group was the first to invest in the

pre-requisites that led to international quality accreditation like the JCI and also developed

centres of excellence in Cardiac Sciences, Orthopaedics, Neurosciences, Emergency Care,

Cancer and Organ Transplantation. Along with excellence the Apollo philosophy rests on the

pillars of technological superiority, a warm patent- centric approach, a clear and distinct cost

advantage and an edge in forward-looking research. Apollo's spectacular success rests on

sustained commitment and investments in each of these pillars.

The Group continues to break new ground in adopting new technology. From

leveraging new age mobility, to getting futuristic equipment Apollo has always been ahead of

the curve. Currently, the group believes in the tremendous potential of robotics and is

investing heavily in making it a real and robust option for all. Apollo pioneered Tender

Loving Care (TLC) and it continues to be the magic that inspires hope, warmth and a sense of

ease in the patients.

Apollo started out with the promise of bringing quality healthcare to India at a price point that

Indians could afford. The cost of treatment in Apollo was a tenth of the price in the western

world. Today as the group charts out its roadmap to take healthcare to a billion, the focus on

driving a strong value proposition remains constant.

Apollo's remarkable story has captured India's attention. For its service to the nation, the

Group was felicitated with the honour of a commemorative postage stamp bearing its name.

For his untiring pursuit of excellence in healthcare, Dr. Prathap C Reddy, was bestowed with

the second highest civilian award, the ‘Padma Vibhushan’, by the Government of India.

Recently Apollo Hospitals celebrated its 30th year. The Group, led by Dr. Prathap Reddy,

reaffirmed its goals and redefined their focus. With ambitious projects like Apollo Reach

Hospitals, a strong focus on preventive healthcare and an unabated commitment to nurture

excellence and expertise in healthcare, Apollo Hospitals envisions for a new horizon - a

future where the nation is healthy, where its people are fighting fit, and India emerges as the

preferred global healthcare destination.



JAYANAGAR BRANCH PROFILE:

The Apollo speciality hospital Jayanagar has started on 25th

Mar 2013 inaugurated by Sangita

Reddy joint managing Director AHEL.

The hospital having 145 beds hospital and 10 emergencies beds and fully fledge operations

theters.

The hospital has 3 major surgical departments:-

1. Orthopedic

2. Pulmonology

3. Neurology.

The hospital has having following functional departments:-

Finance Department

Human Resource Department

Marketing/Healthcare Services Department

IT Department.

Medical Records Department(MRD)

Pharmacy Department.

Nursing Department.

CSSD

Stores Department

Housekeeping department



Food and beverages

Bio medical

Security

Apollo Hospitals Group is one of the largest healthcare groups in Asia. Referred to as the

'Architects of Healthcare in India', the Apollo Hospitals group, with the help of latest

technology and exceptionally committed medical practitioners, provide outstanding

healthcare facilities to people from all walks of life.

In keeping with our vision of "Touching a Billion Lives"; we offer you the latest Apollo

Specialty Hospital at Jayanagar, Bangalore. This new hospital works in conjunction with our

flagship hospital on Bannerghatta Road. The Apollo Specialty Hospital, Jayanagar is a

referral trauma & poly-trauma centre that specializes in Orthopaedics (Joint Replacements,

Sports Medicine & Trauma), Neurosciences (Brain & Spine care) and Critical Care

(Pulmonology, Interventional Pulmonology.)

At Apollo Specialty Hospital, Jayanagar we unite exceptional clinical care and superior

technology. We are dedicated to providing you with the best medical facilities and reach

out to you in every possible way.

Only at Apollo

Values:

The confluence of seven values results in a ray that represents Apollo's leadership in Indian

Healthcare. A ray that is the beacon for millions looking for a cure… looking for hope.

Ownership:

We value integrity and the promotion of the just use of resources entrusted to us for the

enhancement of human life.

Quality:

Always pursuing Quality, our Hospital envisions more efficient, equitable care at all levels of

a patient's experience. Through a consensus-based process, clinical quality and efficiency

measures meets the needs and expectations of the general public, government, providers and

practitioners.



Compassion:

We value a quality of presence and caring that accepts people as they are and fosters healing

and wholeness.

Innovation:

We embrace change and work to improve all we do in a fiscally responsible manner.

Patient Centric:

In all our endeavours, we are guided by the needs of the patient, creating a partnership that is

effective and personal across the continuum of care. We put our patients first as we seek to

exceed the expectations of our customers with superior service, outstanding clinical care and

unsurpassed responsiveness.

Teamwork:

System effectiveness is built on the collective strength and cultural diversity of everyone,

working with open communication and mutual respect.

Respect for all:

We use 'Namaste' as the salutation when meeting patients, guests, employees in person or

telephonically. We greet each individual, those we serve and those with whom we work, with

the highest professionalism and dignity

Apollo Anthem:

A truly inspiring anthem commemorating our 25th year came to sparkling life on 5th Feb

2008, as it was launched with a vibrant live rendition by its composers – Shankar, Ehsaan and

Loy. Composed in 4 languages, English, Hindi, Tamil and Telugu, it truly captures the spirit

of Apollo Hospitals.



2.1 GROWTH OF THE ORGANISATION

Since its inception, Apollo Hospitals has seen three decades and each has brought with it, its

own share of cherished memories.

1980 to 1990:

Apollo Hospitals was inaugurated in 1983 by Shri Giani Zail Singh (President of India). The

first Apollo Hospital was in Chennai. The hospital commenced commercial operations the

next year.

1991 to 2014:

In 1998 Apollo Hospital Chennai was awarded the ISO 9002 Certification.

Dr. Prathap C Reddy received the prestigious Sir Nilrattan Sirca Memorial Oration

(JIMA) Award for single-handedly making super speciality care available to a vast

section of society.

Apollo Hospitals, New Delhi became the first hospital in India to receive

accreditation from JCI, USA. Subsequently six of our hospitals got the JCI

accreditation.

Apollo continued to grow as a healthcare powerhouse. It added hospitals in

Ahmadabad, Bilaspur, Mysore, Kolkata and Kakinada among others.

In 2002, SACHi - The Saving a Child's Heart initiative was launched. SACHi is a

community service initiative aimed at providing quality paediatric cardiac care to

children from underprivileged sections of society.

In 2006, Apollo Hospitals was nominated as the Consumer Healthcare Super Brand in

an independent survey conducted by the Super Brand Council, in association with

AC-Nielsen.

The first functional Health City in Asia was launched by Apollo in 2007.

Apollo Hospitals at Bangalore and Kolkata were accredited by the Joint Commission

International (JCI), USA.

Apollo Specialty Hospitals, Chennai successfully conducted exultant Micro vascular

free tissue transfer and Aesthetic surgeries on more than 1000 patients.

Full Field Digital Mammography with Tom synthesis (3D) system, first-of-its-kind in

South Asia was launched at Apollo Speciality Hospital, Chennai.



2.2 VISION & MISSION:-

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".

2.3 PRODUCTS, SERVICES & FACILITIES:-

A) PRODUCTS:-

Apollo Hospitals:

Apollo Hospitals Enterprise Limited has over 8500 beds across 51 hospitals in India, rest of Asia and

Africa. The hospitals are multi specialty tertiary care facilities with centres-of-excellence in medical

disciplines including Cardiology, Cardio-Thoracic Surgery, Gastroenterology, Orthopaedics & Joint

Replacement Surgery, Neurology, Critical Care Medicine, Nephrology, Oncology, Hand & Micro

Surgery and Reproductive Medicine.

Reach Hospitals

Apollo Hospitals is proud to present its latest visionary development - Apollo Reach

Hospitals: An endeavour to bring world-class healthcare to smaller urban centres and rural

India; A concrete effort towards building a healthier nation, starting from the grass-roots.

https://www.apollohospitals.com/apollo-reach-hospitals.php



Apollo Pharmacy

Apollo Pharmacy, a division of Apollo Hospitals Enterprise Ltd., is India's first and

largest branded pharmacy network, with over 1500 pharmacies across 20 states.

Accredited with International Quality Certifications, Apollo Pharmacy offers genuine

medicines round-the-clock, through the network of 24 hour pharmacies. Apollo

Pharmacy also provides customer care at any time of the day.

Nurse Station:

Nurse Station TM is a unique initiative where an Apollo nurse is stationed at Apollo

Pharmacies to assist with minor treatments and health emergencies. The objective of the

Nurse Station TM is to provide quick treatment in the most convenient way. The service

is especially meant for the elderly who find it inconvenient to wait for long hours at

clinics and hospitals for minor treatments, and frequent checkups. It is also of great help

to patients who find it difficult to move out of their house and travel large distances for

treatment, like pregnant women, bedridden patients and patients recuperating after a

surgery. The service also monitors the status of people with chronic problems such as

blood pressure, diabetes etc.

https://www.apollopharmacy.in/



Apollo Hospitals Education and Research Foundation:

The Apollo Hospitals Group has laid a lot of importance on education and research. AHERF

has been set up with the prime objective of establishing, maintaining and supporting

educational and research activities. Several institutions have been set up at various Apollo

locations to fulfil these objectives.

The Apollo Group runs 10 schools and colleges of Nursing, 2 institutions of Hospital

Administration and a college of Physiotherapy

Health Knowledge City:

As healthcare requirements escalate, the demand on resources will only increase.

New initiatives like Apollo Reach Hospitals and other concerted efforts to increase the

healthcare cover in India will mean that the current resource pool will have to be

augmented tremendously. To add to this, rising global demand will only increase the strain

on trained resources. Keeping this in mind, Apollo Hospitals is planning its advanced

Knowledge City in Aragonda, Andhra Pradesh. state-of-the-art centre is designed to train

2000 learners at one time, and will offer courses for Medical Staff, Nursing Staff,

Paramedical Staff, Executives and Support Staff. This integrated facility, will have

simulation labs, classrooms, a hospital, a medical college, residential facilities, and will be

looking at developing 25,000 skilled healthcare worker per year.

B) SERVICES:-

CORE SPECIALITIES:

1. Bones and Joints

2. Brain and Spine

3. Emergency 24×7

4. Pulmonology and Critical Care

http://www.aherf.org/



APOLLO DIGNOSTICS:

1. Radiology Services

2. Laboratory Services

3. Blood Bank

APOLLO CLINIC:

1. Endocrine and Bone Health

2. ENT

3. Heart Care

4. General Medicine

5. Gastroentology

6. Minimal Access Surgery

7. Cancer

8. Cosmetology

9. Nephrology and Urology.

C) FACILITIES:-

Parking

Internet

Laundry Services

Telecommunication Services

Interpretation Services

Bank & ATM

Money Transfer & Currency Exchange

Intercontinental Food

Cafeteria



2.4 COMPETITORS:

a) FORTIS HOSPITAL

Fortis Hospital (formerly Wockhardt Hospitals) Bangalore is a part of the 40 hospitals chain

of Fortis Healthcare. The Fortis Hospitals network consists of 11 hospitals focusing on the

high end tertiary care around the specialties of cardiac care – adult and paediatric cardiology

and cardiac surgery, complex brain & spine surgeries, orthopaedics and joint replacement

surgery and minimal access surgery.

b) MANIPAL HOSPITAL

Manipal Hospital in Bangalore is considered to be India’s first hospital to be ISO 9001:2000

certified for Clinical, Nursing, Diagnostics and Allied Areas. Also, the hospital is the winner

of the Golden Peacock National Quality Award 2005 in the service category. Manipal

Hospitals is an integrated hospital service system that provides healthcare from the smallest

to the most complex medical problems.



c) SAGAR HOSPITAL

The Sagar Hospitals is a landmark healthcare services institution that enjoys a unique

reputation of being a popular destination for both Indian and international patients seeking

treatment at an affordable cost. The Sagar Hospitals has lent its unique dimension of human

touch to the complex science of healthcare. The Sagar Hospitals` mission is to maintain a

high degree of quality and care to any patient seeking medical aid is sacrosanct to its highly

acclaimed and equipped team.

Bangalore, now boasts of Sagar Hospital’s two tertiary care multi-specialty hospitals with

665 beds and four clinics and the professionalism of its consultants and surgeons that

compares well with their international peers.

d) MALLYA HOSPITAL

Mallya hospital is located in the heart of the Bangalore city. Mallya Hospital has grown over

the years with substantial increase in bed strength, infrastructure and an assurance of quality

patient care with human touch using state-of-the art technology with quality health care under

one roof. Mallya hospital has to its credit as the first Multispecialty hospital in the country to

receive the coveted ISO-9002 certification award which has been recently upgraded to ISO

9001:2008. Further, it has also been awarded the prestigious NABH (National

Accreditation Board for Hospitals & care providers) certification on 18th

July 2011.

Other competitors are Narayana Hrudayalaya, Jayadeva Hospital, etc.



2.5 ORGANISATION STRUCTURE:

ZONAL

DIRECTOR

HEAD

UNIT HR

TEAM

HR

HEAD

OPERATIONS

HOUSE

KEEPING SECURITY FOOD &

BEVERAGES

MAINTAINANCE

DEPARTMENT

MEDICAL

DIRECTOR

CONSULTATION&

DOCTORS

HEAD

MARKETING

MARKETING

TEAM

UNIT HEAD

FINANCE

FINANCE

TEAM

UNIT HEAD

NURSING

NURSING

TEAM

FRONT OFFICE



EXECUTIVE LEADERSHIP

Apollo Groups:-

Dr. Prathap C. Reddy- Executive Chairman

Dr. Preetha Reddy - Managing Director

Ms. Suneeta Reddy- Joint Managing Director

Ms. Sangita Reddy - Executive Director, Operations

Ms. Shobana Kamineni - Executive Director, Special Initiative.

Bangalore Apollo Hospitals Management:-

ZONAL DIRECTORS:-

Dr.Umapathy Panyala.

Dr. Shiv Kumar Sharma.

Bangalore Apollo Speciality Hospital Management:-

DEPARTMENT HEAD-DESIGNATION JAYNAGAR

BRANCH INCHARGE

Clinical Dr.Umesh –MD

Operations Chaitannya Bharathwaj-GM Mr.Bharath

Human Resource

Department

N.Krishnegouda - DGM Mr.Rajesh

Finance &Accounts Mr.Ramshekhar Reddy Mr.Shakthivel

Marketing/Health

Services

Mr.Rohan Kenedy-DGM

Nursing Ms.Mary Jose – DNS Ms.Soja Thomas



3. DEPARTMENTAL STUDY

In order to function efficiently and effectively every organization has a functional

department. It’s important to divide departments so that the work is divided into units and

departments. This division of work is helping in bringing specialization in various activities

of concern and helps in putting right men on right job which can be done by selecting people

for various departments according to their qualifications, skill and experience. This is helping

in defining the jobs properly which clarifies the role of every person.

Apollo Hospitals has the following departments:

Finance Department

Human Resource Department

Marketing Department/Healthcare Service Department

IT Department.

Medical Records Department

Nursing Department.



3.1. FINANCE DEPARTMENT

Finance is regarded as the life blood of a business enterprise. This is because in the modern

money oriented economy. Finance is the one of the basic foundation of all kind of activity. It

is the master key which provides access to the entire source for being employed in

manufacturing and merchandizing activities. It has rightly been said that the business needs

money to make more money. However it is also true that money begets more money, only

when it is properly managed. Hence, efficient management of every business enterprise is

closely linked with efficient management of its finance.

Meaning of Business Finance:

In general finance may be defined as the provision of money at the time it is wanted.

However, as a management function it has a special meaning. Finance function may be

defined as the procurement of funds and their effective utilization. Some of the authoritative

definitions are as follows:

“Business finance is that business activity which is concerned with the acquisition and

conservation of capital funds in meeting financial needs and overall objectives of far business

enterprise.”

“Business finance can broadly be defined as the activity concerned with planning, rising,

controlling and administrating of the funds used in the business.”

DEPARTMENT STRUCTURE:-

DGM

EXECUTIVE EXECUTIVE EXECUTIVE

INCHARGE



Finance Functions at Apollo Hospitals:

There exists an inseparable relationship between finance and other functional Departments

such as marketing, HR, IT etc. Almost all kinds of business activities, directly or indirectly

involve the acquisition and use of funds. The finance function of raising and

using money although has a significant effect on other functions, yet it needs not necessarily

limit or constraint the general running of the business.

The functions are:

Proper use and allocation of funds.

Taking sound financial decisions.

Improving profitability through proper financial controls.

Finance functions are performed simultaneously and in the normal course of the Business and

they need skilful planning, control and execution

Hospital Information System (HIS):

In Apollo Hospitals Ltd, financial control is carried out by the back on the monthly and year

basis. Accounting Revenue, Purchase Bills, etc. The Organization controls finance by

“Hospital Information System” (HIS) which is made by Wipro.

Billing:

The billing department has three different sections:

1. Inpatient Billing.

2. Outpatient Billing (Consultation)

3. Outpatient Billing (X-rays, tests, etc.)

1 Inpatient Billing

At the time of Discharge the patient activity chart is sent to Inpatient pharmacy, food and

dietary departments to note the medicine and food expenses. There are two ways of paying

the bill that is, in the form of cash or credit. If the patient doesn’t have health Insurance then,

the bill is paid on cash basis. If the patient has health insurance, the bill is faxed or sent to the

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Insurance Company for the necessary approval. Approval of medical expenses incurred by

the patient and the same is collected with the credit period of 30 days.

2 Outpatient Billing ( Consultation )

Any outpatient has to pay the fixed amount of consultation charges every time they consult

doctors. The billing is done for the same.

3 Outpatient Billing (X-ray, tests, etc)

This section of billing prepares a final bill based on different tests such as x-rays, scanning,

etc. the patient has undergone and the amount is collected in cash for the same.

The Performa statement containing various heads under which transactions takes place in

Apollo hospital are shown below to in the below table.

Expenses under Purchase Accounts include Consumables of various departments, this

expense includes

Ambulance charges

Bio-medical waste and Corporation tax

Food and Beverages

Lab test charges, etc.

Expenditure. Income.

Purchase Account

Direct Expenses

Indirect expenses

Employees cost.

Finance Charges

Sales and Marketing Cost.

.

Direct Incomes

Inpatient Income

Outpatient Income

Lab Income.

Consultation Income.

Other Incomes

Pharmacy

Rent Income.

Canteen

National Insurance.

Total Expenses Total Income.



Employees cost include

Boarding and Lodging

Hostel charges, PF contributions

Training expenses, salaries and wages, etc.

Finance charges include bank charges, Credit charges , Interest on loans, administration cost

includes Electricity charges, Internet charges, Legal expenses, Office expense, sales and

marketing, advertisements, publicity-Camp, sales promotion, etc.

SOURCES AND APPLICATIONS OF FUNDS:-

Balance Sheet of Apollo Hospitals

Enterprises

------------------- in Rs. Cr. ----------------

---

Mar '14 Mar '13 Mar '12

12 Months 12 Months 12 Months

Sources Of Funds

Total Share Capital 69.56 69.56 67.23

Equity Share Capital 69.56 69.56 67.23

Share Application Money 0.00 0.00 38.71

Preference Share Capital 0.00 0.00 0.00

Reserves 2,895.16 2,658.03 2,246.33

Revaluation Reserves 0.00 0.00 0.00

Net worth 2,964.72 2,727.59 2,352.27

Secured Loans 853.25 863.48 374.22

Unsecured Loans 167.92 34.23 185.75

Total Debt 1,021.17 897.71 559.97

Total Liabilities 3,985.89 3,625.30 2,912.24

Mar '14 Mar '13 Mar '12

12 months 12 months 12 months

Application Of Funds

Gross Block 2,646.20 2,259.56 1,930.38

Less: Accum. Depreciation 657.50 568.05 482.75

Net Block 1,988.70 1,691.51 1,447.63

Capital Work in Progress 480.96 372.73 221.37



Investments 90.03 896.04 764.12

Inventories 264.97 205.39 182.71

Sundry Debtors 468.45 426.61 353.77

Cash and Bank Balance 208.90 255.47 89.58

Total Current Assets 942.32 887.47 626.06

Loans and Advances 754.58 506.84 601.77

Fixed Deposits 0.00 0.00 97.37

Total CA, Loans & Advances 1,696.90 1,394.31 1,325.20

Differed Credit 0.00 0.00 0.00

Current Liabilities 739.06 619.51 503.07

Provisions 131.64 109.77 343.02

Total CL & Provisions 870.70 729.28 846.09

Net Current Assets 826.20 665.03 479.11

Miscellaneous Expenses 0.00 0.00 0.00

Total Assets 3,985.89 3,625.31 2,912.23

Contingent Liabilities 1,314.03 1,216.72 1,345.41

Book Value (Rs) 213.10 196.05 172.05



3.2 HUMAN RESOURCE DEPARTMENT:

According to Edward Flippo, “Human Resource management is the organizing, directing and

controlling of the procurement, development, compensation, integration, maintenance and

separation of human resources to the end that individual, organizational and societal

objectives are accomplished.” Human resource management is a management function that

helps manages, recruits, select, train and develops members for an organizations.

Apollo Hospitals is a vibrant Company with over 300 employees. It is a rare mixture of

cultures. Apollo Hospitals is today in the eminent position of the India's Top-most best

Hospitals powered by its most important resource - "people”.

Apollo Hospital’s "People Philosophy” is driven by the Apollo Hospitals Human Resources

General Manager which says:

Attract good people.

Retain the better people.

Advance the best people.

Structure of the department:

Deputy General Manager - HR

Executive

HR INCHARGE



Apollo Hospitals offers:

Apollo hospitals give an opportunity to work with one of the India’s best Hospitals.

Career growth based on performance.

Attractive, Market based Pay that is linked to performance.

Structured career leadership program for high performers to manage their careers.

Need based and value added training program to prepare employees for future growth.

Apollo Hospitals recruits personnel mainly in the areas:

Doctors (All specialties).

Nurses.

Security guards, peons, helpers, receptionists, etc

Billing manager, financial controller, finance manager, Financial analyst

Computer Science Engineers

Apollo Hospitals also takes in candidates for Front office staff, Maintenance

Department, etc.

No Discrimination Policy

Apollo Hospitals is an equal opportunity employer which employs personnel irrespective of

class, creed, family background, religion and sex.

Recruitment:

“It is the process of searching for and obtaining application for job among them the right

people can be selected.” The process of recruitment is as follows:

1. Pre- recruitment Process

In pre-recruitment, HR manager brings indents from all other department and analysis it. If a

vacancy is filled up by giving additional responsibility to the co-worker/employees of the

department, than there is need of recruiting procedures.

2. Planning Recruitment

Apollo Hospitals has decided a job specification & job description for each position in the

organizations. Different qualification & experience is required for each job. If any vacancy

generates among one of the department, than it should be fulfilled with regard to job

specification & job description, which is being formulated by organization.



3. Searching : (a)Source Activation- Human resource manager verified that there is any

vacancy exist or will exist, but here no actual recruiting take place until manager gives

permission.

(b) Selling- Selling the organization means both message & media should be well selected.

The organization gives its advertisement in its local newspaper for welcoming of more &

more applicant.

4. Screening

The purpose of screening is to remove from the recruitment process at an early stage, those

applicants who are unqualified for the jobs. The screening can save a great deal of time and

money. The HR executives scrutinize and short list all application and shortlist applicant list

is sent to HR manager. Then, only eligible application are called for interview

4. Evaluation & Control

Evaluation and control is necessary to carry out recruitment process at low cost. Apollo

hospitals control its cost by way of:

By avoiding recruiting unsuitable candidates for the selection process.

The Organization has a systematic and well planned recruiting procedure so there

is no overtime cost.

Recruitment in Apollo Hospitals can take place in any of the following ways:

Advertisement

Walk-ins

On the campus recruitment

Employment Exchange

Casually Called

Recommendation of Managers and Executives

Advertisement:

In this source cost per person is low so the firm gives an advertisement in newspaper, in

magazine to recruit employees for managerial jobs.

Employment Exchange:

Government of India has established employment exchange. So, public and firms also some

takes advantages of it.



Recommendation:

When there is need, company recruits the person who is recommended by manager or

executives. Apollo Hospitals uses the recommendation of managers and executives for the

recruitment.

Selection: Apollo hospitals uses the below procedure for selection.

1. Preliminary interview.

2. Application Form: Detail about age, education etc.

3. Employment Test and Interview.

4. Physical Fitness: Medical Examination.

5. Final Selection

After the selection of candidate he has been given temporary period for 12 months. He work

effectively and efficiency than he becomes a permanent employee.

Induction:

When a new person is appointed in the firm, they know little about his Industry, his staff, his

heads, his workers. So he needs to be given info about his work, about his head. This process

is called Induction. This is the process to give information to fresh candidates about the firm.

When a fresh candidate knows about his department, he does not feel burden at the time of

starting of his job.

Training and development:

Training is a short term process utilizing a systematic and organized by which non-

managerial personal learn technical and soft skills.

In-service educational programme for nurses and Continuous Medical Education for Doctors

(CME) is done for doctors. These programmes are mainly focused to focus soft skills. An

employee maybe sponsored for full or part time training programmes outside the

organization.

Annual training plans are drawn up based on Organization’s initiatives development

priorities. Training plans are regularly reviewed. Effectiveness is measured using specified

qualitative indicators. At the beginning of the year, ambitious plans are set in terms of

numbers of man days per employee. We know that there are so many method of training

which can be described as follows:



On-the job method

Job rotation method

Training by experienced person

Apprenticeship

Conference method

Also, Training need analysis is done for the existing employees to see if they are weak in soft

skills, being regularly absented.

Performance Appraisal:

The management will appraise and maintain performance record of employees periodically

and or as and when required.

Normally, Performance appraisal is before conformation and thereafter before

granting annual increments.

The method used for performance appraisal is solely decided by the management

presently Apollo hospitals are using Bell curve i.e., 180°apprisal. And the conclusion

of such appraisal will be final and will be binding upon concerned.

All Promotions, demotion, transfer; annual increments will also be done on the basis

of performance appraisal ratings and other factors of suitability relevant for a

particular position of job.

Promotion and Transfer:

According to Dale Yoder; “Promotion is a movement to a position in which responsibilities

and presumable prestige are increased.”

When any vacancy created due to reason of any retirement or termination the vacant post is

filled up.” From the next category persons taking into consideration their seniority services of

a capable person is not available in second category than post is filled up by advertisement.

In Apollo Hospitals they give promotion on the basis of merits, vacancy and the capacity of

employee. They give promotion on the basis of previous history and better performance of

the candidates.

The prompted employee will be on for a period as specified in the promotion letter. If the

performance of employee is found satisfactory or above during the end of probation period,

the employee will become permanent employee in the promoted position.



Yoder and associates have defined transfer as “ a lateral shift causing movement of

individuals from one positions of another usually without involving and market change in

duties, responsibilities, skills needed or compensation. A transfer is horizontal or lateral

movement of an employee. Transfer is interdependent. Transfer is done to train the employee

in all aspects on their field. These are no written ground rules or policy for the transfer.

In Apollo Hospitals an employee is transferred on the basis of merits, vacancy and the

capacity of employee mainly in the administrative departments.

Superannuation:

In Apollo Hospitals, every employee shall compulsorily retire on the date when the employee

attains the age of 58 years or earlier if the employee becomes medically unfit. The

management in its discretion can re-employ the medically fit employee on some Terms and

conditions agreed.

Leave: Official permission to be absent from work or duty, as that granted to corporate

personnel or any other employee is called leave and the period of time granted by such

permission is called leave of absence.

To ensure smooth uninterrupted operations of the organization regular attendance for work is

a vital factor. This requires that employee plan their leave. Leave rules will be different for

different employees.

Types of leave:

Casual leave, Sick leave, Earned leave, Maternity leave, other leave.

In Apollo Hospitals, Leave application should be submitted to HR executive at least a day

before and with their Department head’s approval.

Dismissal:

An employee is liable to be dismissed for misconduct after being given maximum three

warnings depending on the degree of misconduct.



3.3 MARKETING DEPARTMENT:

Marketing generally refers as the task of creating, promoting and delivering goods and

services to consumers and business. Marketing managers seeks to influence the level of

timing and composition of demand to meet the organization’s objectives. Marketing people

are involved in 10types of entities: goods, services, experiences, events, persons, places,

properties, organization, information and ideas. The marketing concept rests on four pillars:

target market, customer needs, integrated marketing and profitability. Marketing is defined as

a societal process by which individuals and groups obtain what they need and want through

creating, offering and freely exchanging products and services of value with others.

Apollo Hospitals believes in creating relevant brand differentiation and building a strong

Brand with the public and making loyal customers. This focus along with continuous

innovation in all aspects of brand marketing and sales has helped to transform the Apollo

Hospital brand into ‘trust marks and love marks’.


Deputy General Manager

Senior Manager

Assistant Manager

Marketing Executive

Executives



Marketing Objectives:

To bring in referrals from Doctors to increase the revenue and customers.

Generating need, through awareness with regular free medical camps.

Walk-ins –usually through media and from other people

Marketing plan & strategy:

Marketing plan & its strategies makes service race in competitive situation and

executes brand image, which gives loyal customers/patients to the company.

Strengthen Apollo Hospital’s business in existing geographies.

Expansion into new geographies.

Boost Management Strength

Marketing at Apollo:

The work of marketing department in Apollo Hospitals is to create awareness about the

packages and services offered by the Hospital, to inform the public about the wellness centre

(Hospital) and the benefits out of it and to inform the Doctors (General practitioner) outside

the hospital regarding their specialty in the Hospital. Also, the marketing Department has to

look after all the advertisements in TV, newspaper, etc. The Hospital has different packages

like corporate packages and other special packages.

Apollo Hospitals conducts different camps such as “Free Neurology & Neuro Surgery

Camp”, etc to treat people and create awareness to the public in different areas. They also

create and design attractive and informational brochures and distribute them to people to

create awareness of the services provided by the hospital.

One of the Programs which are undertaken by the Hospital is Preventive Health care. It says

“Fitness is about being aware of one’s weakness”, “Its one thing to feel fit and quite another

to be really so”. This program is basically health check up for different categories of people

namely; Cardiac health check up, Diabetic health check up, Executive health check up,

Master health check up, Preventive Health check for Women, Pre-Marital Health check for

Men and employment health check. The comprehensive program leaves nothing to chance

and certifies one’s fitness in absolute detail.



Market segmentation:

“It consists of a group of customer who share similar set of wants”

Divided into 5 major segments:

1. Corporate

2. Public sector units

3. Banks

4. Doctor referrals

Positioning:

Identification of right corporate, doctor drive

Empanelling tie up

Each brand endeavours to build a lasting relationship with the buyer and is strongly

positioned in its particular segment. Apollo Hospitals thrives on the ‘landmark healthcare

services’ which is well equipped with the state-of-the-art medical equipments.



3.4 INFORMATION TECHNOLOGY DEPARTMENT

IT management is the discipline whereby all of the technology resources of a firm are

managed in accordance with its needs and priorities. These resources may include tangible

investments like computer hardware, software, data, networks and data centre facilities, as

well as the staffs who are hired to maintain them. Managing this responsibility within a

company entails many of the basic management functions, like budgeting, staffing, and

organizing and controlling, along with other aspects that are unique to technology, like

change management, software design, network planning, tech support etc.

The information relating to Hospital management is stored through electronic data

processing, also called as electronic data processing (EDP).The IT department mainly takes

IT standard policy to implement in the Hospital for the deployment of infrastructure to

improve productivity.


Hospital Information System:

Apollo Hospital uses Hospital Information System (HIS) which has 18 modules. The HIS is

designed by Wipro. The information regarding Doctors, patients and employees are

maintained in SQL (sequential query language) as back end and visual Basic in the front end

with the facility of LAN. The information is more accessible and up to date.

IT Manager

System Administration

Desktop Engineer

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Functions:

The main functions of this department are:

To maintain patient’s database

To maintain billing records

Providing and solving grievances regarding hardware and software network in the

hospital.

To maintain biometric attendance

Discharge summary, purchase and sales records

Admissions.



3.5 MEDICAL RECORDS DEPARTMENT:

Medical Records is defined as a clinical, scientific administrative and legal document relating

to patient care in which are recorded sufficient data written in sequence of events to satisfy

the diagnosis and warrant treatment and end result. All the sufficient clinical information

pertaining to the patient must be incorporated in to the patient medical record. The content of

medical record must be sufficiently detailed & organized to enable the medical care team

responsible for the patient to provide continuity of care, to determine at any time the status of

patient and to review the diagnostic and therapeutic procedure performed and the patients

expenses to treatment.

Contents of MR:

It can be classified under the following categories:

1. Patient:- Sociological

2. Clinical: - all information regarding the disease, diagnosis and treatment procedure and all

events of patient during his stay in hospital.

3. Medico legal:- patients consent for surgery/treatment

4. Internal & external correspondence & communication regarding patients: - patients

correspondence, referrals to other extremes experts, consultant & their opinion, LIC related.

Flow of information from MRD:

INTERNAL EXTERNAL

External Consultant

Govt. / Govt. agencies

General public Hospital Administration

Research Organizations

MRD

Doctors/ Nurses/

Paramedics



MRD in Apollo Hospital:

This decentralized MRD caters to all out patient and in patient in the hospital having 4trained

staff. It plays an important role in hospital management. It is the back bone of the hospital.

The MRD works 8am to 8pm.

Structure of the MRD:

Functions:

Primary function is to ready availability of MR

Its responsible for creation, care, collect, code, storage, issue and retrieval of health

information

To file and keep records as well as Maintaining confidentiality of records

To co-operate with the health care professionals in order to obtain comprehensive

patient records

To assemble the MR in accordance with prescribed order

To retrieve the MR to meet the need of patient, doctors and studies.

To control the movement of patient files

To maintain different registers for information retrieval from MRD

To inform communicable diseases and vital statistics to government authority

To give adequate information to the insurance

To inform long stay record to medical superintendent

HOD-MRD

Senior Technician -1

Junior Technician- 3



3.6 NURSING DEPARTMENT

Nurses do more than care for individuals. They have always have been at the forefront of

change in health care and public health.

Nurses advocate for health promotion, educate patients and the public on the prevention of

illness and injury, provide care and assist in cure, participate in rehabilitation, and provide

support. No other health care professional has such a broad and far-reaching role.

Many lives have been saved because an attentive nurse picked upon early warning signs of an

upcoming crisis like cardiac arrest or respiratory failure.

Nursing care at Apollo hospital:

At Apollo hospital, the responsibilities of staff nurses reach out far and wide across the

medical discipline.

Structure of Nursing Department:

STAFF NURSES

CHARGE NURSES

SUPERVISOR

INCHARGE

NURSING DIRECTOR



139 Nurses are working in this department. There are 3 shifts from 8 am to 2 pm, 2 to 8pm

and one night shift from 8 pm to 8 am. Night shift Nurses will get a break of one hour in the

middle of their schedule and 6 days in a month a nurse will get night duty.

The ratio of patient nurse ratio is as follows:

Semi-Private ward: 1:4.

Post-Operation ward: 1:3.

ICU (ventilation): 1:1.

ICU (non-ventilation): 1:2.

In every floor there are counters for nurses and each nurse will be guided by their supervisor.

For the nurses to be efficient, In-service educational programmes are conducted regularly.

And nurses have to give pre and post tests. Performance appraisal is done yearly for the

regular nurses and half-yearly for the fresher nurses.

Also, Nurses are sent to Camps organized by the marketing department of the hospitals and

some nurses are also sent to corporate business houses. In Apollo Hospital attention is given

towards the welfare of the nurses by providing them regular training programmes. They

support them by giving those Transportation facilities, security, etc.



CHAPTER 4

SWOT ANALYSIS

ROLE OF SWOT ANALYSIS IN HEALTHCARE INDUSTRY:-

For strategic planning, deciding the marketing strategies and analyzing the gaps, doing a

SWOT Analysis is very important. SWOT analysis includes a thoughtful listing of one’s

strengths, weakness, opportunities and threats.

It is advised that companies do this analysis at least once in a year. It is a lengthy exercise

that requires time and one needs to evaluate every aspect thoroughly. Inclusions from the

latest year and the success and failures should also be considered. It can be used by all in the

healthcare industry like, doctors, hospitals, healthcare or pharmaceutical companies,

pharmacies etc.

In SWOT Analysis, Strengths and weaknesses are considered as internal factors, which can

be controlled, while opportunities and weakness are not in control.

STRENGTH

WEAKNESS

OPPORTUNITY

THREATS.



STRENGTHS:

The Apollo Specialty Hospitals is well known for its provision of quality medical care.

During the year the hospital has strived to attract more members of staff especially nursing

staff.

Brand name- Apollo Specialty Hospitals has a good brand name and is renowned

and familiar hospital in the cities which they operate.

Efficient and well known doctors and surgeons are the biggest strength of the hospital.

Multi specialty is one of the biggest strengths with Apollo hospital providing More

than 50 medical specialties.

Apollo Specialty hospital has good infrastructure and state of art medical equipments

which provide a world class services to the patients.

Situated in people dense residential area of Jaya Nagar and Bannerghatta Road.

Innovation: New areas such as Preventive medical services, telemedicine and Health

Insurance.

Equipped with well maintained Pharmacy.

WEAKNESSES:

The weaknesses are very few which detract from its ability to attain the core goal. But now

it’s trying to improve upon by taking various steps like community initiatives to serve the

poor people and also to get government support for their overall development.

As the cost of the service provided is slightly high, hence it focuses mainly on a

specific class of people. The people with lower income may not be able to afford

quality treatment from the hospital.

Understaffed Departments and high workload on hospital staffs.

Overlapping duties of nursing staffs.



High level of job stress among hospital nurses related to understaffed.

OPPORTUNITIES:

Easy staff access, recruitment from their own colleges and institutions.

Strong relationships and form of collaboration with other Governmental hospitals and

health departments.

Location of hospital serves large population, more available connections, and

resources.

Increased demand for healthcare services, as the hospital is situated in the potential

location. Located in the people dense residential area of Jaya Nagar and BG Road.

Booming medical tourism: Increasing number of medical tourists.

People are spending more on healthcare today than ever before and preferring private

services to government ones.

Preventive medicine getting popular.

Easy of the public transportation to the hospital.

THREATS:

Stiff competition by other leaders in the industry mainly Fortis, Colombia Asia,

Manipal Hospitals, Who are the major competitors.

Foreign competitors entering the market.

The inability to attract and retain nursing staff due to lower salaries.

High nurse salaries in other countries.



CHAPTER 5

Mc. Kinsey 7’s Framework

According to Mc Kinsey a company strategy is only one of the seven elements of the

successful practices. The 7’s frame work first appeared in “the art of Japanese management”

by Richard Pascal and Anthony Athos in 1981. They had been looking at how Japanese

Industry had been so successful, at around the same time that Tom Peters and Robert

Waterman were exploring what made a company excellent. The 7s model was born at a

meeting in 1978. There are seven basic dimensions, which represent the core of managerial

activities. These are the levers which executives use to influence complex and large

organizations. Obviously there was a concerted effort on the part of the originators of the

model to coin the managerial variables with cords beginning with the letter ‘S’ so as to

increase the communication power of the model. Strategy, Structure and systems are

considered as the hard elements whereas shared values, skills, style and staff are the soft

elements.



5.1 STRATEGY:

The strategies are developed analyzing the internal and external environment. Consequently

the values, preferences, attitude towards risk have been carefully examined while formulating

strategies. Business strategy is the choice of direction and action that the company adapts to

achieve its objectives and goals in a competitive situation. Strategies that Apollo Hospitals

used to serve their customers are:

Preventive healthcare

Medical excellence with a human touch

Generating awareness

5.2 STRUCTURE:

Organization structure is a system of relationship that governs the activities of the people who

are dependent upon each other for achieving the common objectives. For the purpose of easy

and effective administration all the activities of Apollo Hospitals have been broadly assigned

to the following parts: Chairman and vice- chairman. The chairman is the supreme authority

to take decisions with the consent of the vice chairman. Under the control of vice chairman

there are Sr. Vice president, associate vice president, financial controller, associate VP



(marketing) and General Manager (HR). Under them there are the medical director, deputy

medical director, and various departmental heads.

5.3 SYSTEMS:

The system refers to formal and informal procedures that govern everyday activity, covering

everything from management information systems to the systems at the point of contact with

the customer.

Recruitment: It is the process of searching for prospective applicants and simulating them to

apply for job in an organization. The recruitment system flow as per the process given below:

Review of the Requirement

Preparation of the Position Profile i.e. Resource Requisition Justification

Sourcing (i.e. advertisement, referrals, recruitment consultants, web posting

etc)

Screening

Functional Assessment

HR Assessment

Offer

Other systems:

Appointment register

Initial assessment forms

Investigation log register

Consultation register

Report dispatch register

Training and Development system:

Reference Check

Pre -Employment Medical Check

Offer Confirmation

Travel & Stay

5.4 SHARED VALUES:



It refers to the fundamental values that are widely shared in the organization and serve as

guiding principle that are important. These values have great meaning because they focus

attention and provide a broader sense of purpose. Values of Apollo Hospitals are:

Quality patient care: Delivering quality patient care is the core of our

activities.

Customer Focus: Our focus is to serve our customers to their satisfaction.

Teamwork: We have a multi disciplinary unified approach in developing

healthcare solutions.

Embracing change: We insist on change to help us succeed in our

Endeavour.

Operational Efficiency: We strive for efficient and effective delivery of

services.

Respect for individual: We recognize and value individuals, and protect their

interest.

Research leadership: We continuously seek new ways to demonstrate our

leadership role in research

Teaching excellence: We seed to uphold the highest standards in training the

healthcare professionals.

5.5 SKILLS:

Skills refer to the capabilities and competencies that exist within the company. A skill

captures a company’s crucial attributes or capabilities. Apollo Hospitals has good skilled

labour force and well equipped latest facilities and technologies.

Some of the skills that the employees should restrain are leadership, talented, sincere,

generous, attentive, resourceful, hospitable, alert, efficient, patient infallible and observant.

5.6 STYLE:

Style refers to the employees shared and common way of thinking and behaving – written

norms of behaviour and thought. Apollo hospitals have a paternalistic form of management

style. However, decisions take into account the best interests of the employees as well as

business. The leader explains most decisions to the employees and ensures that their social



and leisure needs are always met. This can help balance out the lack of worker motivation

due the autocratic management style. Communication is again generally downwards but

feedback to the management is encouraged to maintain morale.

5.7 STAFF:

The organization has developed and always looked into its people, their background and

competencies. Staff also includes the organization approaches recruitment, selection and

specialization. The employees are recruited from all over World. It includes both technical

and non technical employees. Manpower is the main strength of any organization. Apollo

hospitals have highly skilled and well experienced employees who are capable of doing the

task efficiently.

CHAPTER 6

SPECIFIC MANAGEMENT PROBLEM:

Through Apollo hospitals are the leaders in the hospitals industry they come across certain

problem

In managing and retaining nursing staff and the doctor’s team .some of the problems

identified in the organization:

Shortage in nursing staff.

Difficulty in managing the doctor’s team

Poor internal capacity.

SOLUTION:

1). It is very much necessary for every hospital to maintain a required level of nursing staff to

perform various nursing activities. Nurses are as important as doctors in a hospital who



perform fifty percent of the doctor’s work. As nurses are highly paid in other countries most

of the nurses flee to work there as they are highly paid. Therefore in order to maintain the

required level nursing staff the organization see to it that are properly compensated and

develop a good communication with them in order to retain them.

2). Doctors are the never centre of every hospital. There exists no hospital without a doctor.

Qualified and well trained doctors are to be retained. The organization should try to retain the

doctors in the hospitals by compensating them properly and providing them various fringe

benefits which make them feel towards the organization and work in the organization.

3). the organization has a good name in the society. It is ranked as one of the top hospitals in

India. The patient input is high because of their quality and excellence treatment. But their

internal capacity is less i.e, 145 beds. Sometimes the customers have to search for other

hospitals because of no vacancies. Therefore the organization should concentrate on this issue

and try to improve their internal capacity.

CHAPTER 7

FINDINGS, SUGGESTIONS, CONCLUSIONS & LEARNING

EXPERIENCE

7.1 FINDINGS:

The hospital maintains clean and hygienic environment in the hospital premises

The hospital uses accelerated hydrogen peroxide on daily basis to clean the floor.

It provides emergency facilities and services to the patients 24×7

All the employees in the hospital work as a team to the upliftment of the organization.

There is a good patient input and organization maintains a very good relationship ship

with their clients which indirectly contribute the growth of the company.



Hospital is equipped with fully automated machineries and techniques for various

treatments.

The hospital has good ambience with hygienic work environment.

The organization offers tremendous opportunity for growth spanning multiple

functions, business and also international exposure.

Employees in the organization are recognized as heart and essence of the

organization. They are regarded as central resource of the organization.

7.2 SUGGESTIONS:-

As the customer input is high the organization needs to increase its internal capacity,

mainly bed capacity.

Staff shortage in hospitals is one of the most critical issues therefore the organization

should maintain its staff level by providing various welfare schemes.

The organization should provide some attractive schemes to regular patients in order

to maintain customer loyalty.

The organization should make the sitting arrangements in canteen, requires still more

number of chairs to sit for employees.

7.3 CONCLUSION:-



APOLLO HOSPITALS is the jewel in the crown of Apollo group it is known for rendering

the best quality service both health and educations sector. It is known as one of the leading

hospitals industries especially in India .the quality in service indicates growth and standard of

the organization.

The organization’s management is expected to keep vigil to ensure that the quality in

treatment is maintained at appropriate level and the customers are satisfied at every foot step

of the organization

Further it is highlighted that the organization has to be responsible to the changing technical,

Economical and financial scenario. However certain regions need measures to a greater

extent to increase profitability.

7.4 MY LEARNING EXPERIENCE:-

Regarding getting permission from the companies:

As one of my friend told that in Apollo hospitals they are giving permission for Internship so

I visited the Apollo speciality hospital Jayanagar and met the Asst.HR then they said to get

permission from the Apollo hospital Bangalore main branch at Bannerghatta road opposite

IIM Bangalore There I met the Mr.Bosco they asked about us and what are the information

required. After they said to wait and later they told about my internship at Apollo to the DGM

later they given permission to do the internship at Jayanagar branch.

About working in the organization

I had a memorable experience from joining the internship programme at Apollo hospitals.

In addition to daily work I had great opportunity to meet different people working over there.



Besides, I made a lot of friends during the course of internship. They were all professional,

sincere and taught me patiently. I would never forget our pleasant time.

In these four weeks, I have established a good relationship with the employees in the

organization .through the programme, I broadened my views and improved my

communication skills. Besides, I found that having flexible mind and attitude which is very

important in the business world .It was much different from the study .As part of my study

I visited different departments in the organization to make a detailed study. Finally, I would

like to give sincere thanks again to everyone in the organization who extended their support

in training me to complete this programme. I believe that such experiences and skills are

Valuable to my future career.

About co-operations extended by management & employees:

The management and the employees at Apollo hospitals were very co-operative and helpful.

They provided each and every details required by me for the project. The trainers in each of

the department helped me with getting the required information and also explained me the

working of each of the department in details and they also helped me to know how the

theoretical concepts that I have learnt in my academics was useful in implementing with the

practical situations in the organization.

About what I learnt in their internship training:

It helped me to know the overall functioning of departments in the organization. How the

employees are motivated &trained in the organization towards achieving their goals set by

the organization.



It also helped me to know the co-ordination between the different levels in the organizations,

and also helped me to know the leadership skills and also to be as an initiator during the

different situation. It gave me a practical exposure to the various functional areas of which I

only had a theoretical knowledge so far.

About my plan for future:

Through my summer internship programme I had good experience Apollo hospitals.

This helped me gain self-confidence and improve my skill, through this I would be able to

Implement my skill and knowledge in the organisation where I would be given a chance to be

An employee of the organisation & I build in confidence where I can do my best to the

organization which I am a part of. Now if a job is offered to me by Apollo hospitals or any

other hospitals I am in a position to handle it and I will take up the offer as an opportunity to

me.

CHAPTER 8

ANNEXURE AND BIBILOGRAPHY

ANNEXURE

AWARDS & ACCOLADES:-



Excellence, literally meaning unparalleled superiority, is the quintessence of Apollo

Hospitals. This is reflected in many areas - be it infrastructure, technology or services or in

the caliber and brilliance of our medical fraternity. Presented below are some of our

achievements:-

MANAGEMENT:

Enterprise Asia's "Asia Responsible Entrepreneurship Awards" program (AREA),

South Asia 2012 has honored Dr.Prathap C Reddy, Chairman, Apollo Hospitals

Group with the prestigious "Responsible Business Leader" Award 2012

Dr. Prathap C Reddy, Chairman, Apollo Hospitals Group has been honored with the

Life Time Achievement Award by CNBC TV18 at the India Business Leaders

Awards 2013.

Dr. Prathap C Reddy, Chairman, Apollo Hospitals Group was honoured with the

prestigious Asian Business Leaders Forum Lifetime (ABLF) Achievement Award.

The award acknowledged Chairman's vision to make the world a better place and that

he has spent a lifetime nurturing and sharing values of excellence, innovation and

sustainability alongside social responsibilities and philanthropy.2013

Ms. Preetha Reddy, Managing Director, Apollo Hospitals Group has been ranked

7th

amongst the Top 50 Most Powerful Women in Business in India, by Fortune

Magazine.2012

Dr. Prathap C Reddy, Chairman, Apollo Hospitals Group was awarded MODERN

MEDICARE EXCELLENCE by ICICI Group, for his outstanding achievements in

the healthcare industry.2006

GROUP:

Apollo Cradle's 'Natural is Priceless' Campaign has been honored with the

"Marketing Campaign of the Year" Award for its innovative strategy and

execution by the CMO Asia Awards.2014

Apollo Hospitals, Chennai has been declared as the Winner of Golden Peacock

Occupational Health & Safety Award for the year 2014 by the Awards Jury under

the Chairmanship of Justice P. N. Bhagwati, former Chief Justice of India and Co-



Chairmanship of Justice Dr.Arijit Pasayat, former Judge, Supreme Court of

India.2014

Apollo Hospitals receives "Gallup Great Workplace" Award.2014.

Apollo Health City, Hyderabad has been bestowed the prestigious

'INTERNATIONAL MEDICAL TOURISM AWARD' for Excellence in customer

service by the reputed International Medical Travel Journal, UK.2014.

Apollo has been bestowed with the Asia HRD Awards 2013 for Contribution by

HR to an Organization. Apollo group was specifically recognized for the

contribution to the HR community and the Health Industry.2013

BEST HOSPITAL IN INDIA-SURVEY 2012 BY WEEK MAGAZINE:-

Apollo Hospitals Chennai rated as the best private multi specialty hospital in India.

Apollo Children's hospital Chennai ranked as the best private Paediatric hospital in

India.

Billion Hearts Beating (BHB) Campaign is a proud winner in the Corporate

Social Responsibility practice category, at the 5th Indy's Awards 2011.

BIBILOGRAPHY

Reference Books:-

K.S.ASWATHAPPA. (1996) Human Resource Management, Himalaya Publishers, 5th

Edition.

PHILIP KOTLER. (2006) Marketing Management, Pearson’s Education 12th

edition.

SHASHI.K.GUPTA. (2008) Financial Management, Kalyani Publishers Second revised

edition.

ORGANIZATION DOCUMENTS:-

1 APOLLO JOURNALS : 2014

2 FREE MEDICAL JOURNALS : 2014

3. APOLLO BROACHERS : 2014



Websites:-

http://www.apollohospitalsbangalore.com

https://www.apollohospitals.com

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

https://www.apollospecialtyhospital.com

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

http://www.ibef.org/industry/healthcare-india.aspx

http://www.moneycontrol.com/financials/apollohospitalsenterprises/balance-sheet/AHE.

http://www.apollohospitalsbangalore.com/

https://www.apollohospitals.com/

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

https://www.apollospecialtyhospital.com/

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

http://www.ibef.org/industry/healthcare-india.aspx

Apollo internship report. final

Education

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