Market Orientation of Corporate Hospital in Bhavnagar City

8/3/2019 Market Orientation of Corporate Hospital in Bhavnagar City

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Presenter

Sanket Sarkhedi

MBA (Sem-III)

Department of Business Administration

Bhavnagar University

Bhavnagar

Market Orientation of CorporateHospital in Bhavnagar City


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Contents

Introduction

Research Objectives

Research MethodologyConclusion

Recommendation

Limitations


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Introduction

Marketing process has three distinctelements

1. Thepressures of the environmentsand

hence the nature of any opportunities andthreats that currently exit and that arelikely to emerge in the future.

2. Thedemands, need or expectations ofcustomers and how these are likely tochange.

3. What the organization is really capable


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Marketing and healthcare organizations

Why Marketing for Health Careorganizations?

Market Oriented approach

A marketing orientatedapproach means abusiness reacts to what customers want.

Product Oriented approach

A product orientatedapproach means thebusiness develops products based on what

it is good at making or doing, rather than


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Market-orientedmanagementGuidelines for market oriented

management

Create customer focus throughout the

business

Listen to the customer.

Target customers precisely

Make customer value the guiding star.

Let the customer define quality.

Measure and manage customerex ectations.


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Research Objectives

To assess the expectations and demandsof people from corporate hospitals inBhavnagar City.

To study and evaluate the satisfaction levelof patients of the corporate hospital ofBhavnagar.

To judge the approach of medicalfraternities towards the corporate hospitalin the city.


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ResearchMethodology Research problem: To assess the market

orientation of corporate hospital inBhavnagar city

Research tools: Review of literature

Informal discussions

QuestionnaireInterview Schedule

Research design: Exploratory research


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Research Methodology

Primary sources: Questionnaire,Interview, Visitingcards of doctors

Secondary sources: Private practitionerslist,

Websites

Sample design: Deliberate sampling

Probabilistic sam lin


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ResearchMethodologySample size: 35 Inpatients, 35 Outpatients

55 Doctors

Sample Region: Bhavnagar City

Universe: All the general surgeons and

physicians of Bhavnagar City and Patientsof Wockhardt Hospitals, Bhavnagar

Research period: May June 2008


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Analysis Doctorssurvey


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Analysis Patientssurvey


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Overall market orientation of the hospital isgood.

The newspaper advertisements and inserts

are more helpful to reach the patients. Various health check up camps organized

by the hospital and special discounts

offered are found to be beneficial andsurely draws the attention of patients.

Admission of patients largely depends on

the reference of the surgeons and

Conclusion


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Expected discharge time of patient is about1 hour.

There are opportunities to grow by offering

super specialty for cardiology. Hospital can increase its market share by

offering medical facilities for patient

suffering from cancer in which Bhavnagarcity is lagging behind.


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Recommendations

As nursing staff do not know locallanguage they should be coached to learnlocal language.

Reception staff should be availed withdetailed information round the clock.

Admin should try to minimize the discharge

time and make it as less as possible. Hospital administration must cut down the

patients waiting time.


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Limitations

Research study was limited to BhavnagarCity only.

Information and reply given by the

respondents may be a biased one. Many doctors were not willing to disclose

their views for corporate hospital in the city

and did not respond well. Research was to be conducted maintaining

the decorum of the hospital.


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References

Visiting cards of doctors

IMA directory of Bhavnagar city

C. R. Kothari, Research Methodology,

Second edition, 13th reprint, Wishwaprakashan, New Delhi, 1996.

Phillip Kotler, Marketing Management, 8th

edition, Prentice-Hall of India PrivateLimited, New Delhi, 1994.

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

mi.asp


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http://www.wockhardthospitals.net/general/wockhardt-hospitals-group.asp

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

al http://www.marketorientationindia.com/aboutu

s.htm

http://www.indmedica.com/journals.php?journalid=6&issueid=20&articleid=174&action=article

http://www.expresshealthcaremgmt.com/2004


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Market Orientation of Corporate Hospital in Bhavnagar City

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