Table of contents 1. Introduction 2. Review of literaturea 3. Industry and company profile 4. Research design and methodology 5.

Data collection, tabulation, analysis and interpretation 6. Findings 7. Suggestions 8. Conclusions 9. Appendix

10. Bibliography

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Introduction
I am very happy that I have been doing this project in Apollo hospitals in Delhi this is a project done on topic A STUDY ON BRAND IMAGE OF APOLLO HOSPITALS IN DELHI. The project entitled topic a study on brand image of Apollo hospitals in Delhi.

What is a brand image?

Brand image includes the totality of consumers opinions about, experience with an attitude toward a company or organization and their brand as compared with that of competitors. Market street research often measures a companys brand image by asking consumer, decision makers, or key market to rate the company and its competitors on factory they consider important such as: Overall reputation Quality and appeal of products or services Convenience (location, hours, etc.) Sales and marketing effectiveness Customer services Timeliness Costs Resolution of problems and complaints

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Industry profile
A hospital is an institute for health care providing care treatment by specialized staff and equipment and often but not always providing for longer term patient stays. Today hospitals are usually funded by state, health organizations (for profit or nonprofit), health insurances or charities, including direct charitable donations. In history, however , they were often founded and funded by religious order or charitable individuals and leaders. Similarly, modern day hospitals are largely staffed by professional physicians, surgeons and nurses, where as in history this work was usually done by the founding religious orders or by volunteers.

History
A physician visiting the sick in a hospital. German engraving from 1682. In ancient cultures, religions and medicine were linked . the earliest known institutions aiming to provide cure were Egyptian temples. Greek temples dedicated to the healergod Asclepius might admit the sick, who would wait for the guidance from the god in a dream. The romans adopted his worships under his roman name AEsculapiuc, he was provided with a temples (291 BC) on an island in the Tiber in Rome, where similar rites were performed.

History of Apollo hospital in India

Apollo Hospitals is a major hospital chain based in Hyderabad ,India. It wdas founded by Dr Pratap c. Reddy in 1983. Apollo is a private healthcare provider in Asia with

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Hospital India , Sri Lanka , Bangladesh, Ghana , Nigeria, Republic of Mauritius, Qatar, Oman and Kuwait. Apollo hospitals plan add 2,955 beds across India in the next three years.Several of the group's hospitals have been among the first in India to receive a form of international healthcare accreditation,in their case by the America based joint commission international(jci). The Hyderabad hospital was the first in the world, outside the US, to receive JCI's Disease- or Condition-Specific Care (DCSC) Certification in addition to general accreditation when it received this for its Acute Stroke treatment in 2006. However, they have not as yet acquired international accreditation from any hospital accreditation group from outside of the USA.

Ancients asia
The Sinhalese (sri Lankans) are perhaps responsible for introducing the concept of dedicated hospitals to the world. According to the Mahavamsa, the ancient chronicle of Sinhalese royalty written in the 6th century A.D., King Pandukabhaya (4th century BC) had lying in homes and hospitals (sivikasotthi -Sala) built in various parts of the country. This is the earliest documentary evidence we have of institutions specifically dedicated to the care of the sick anywhere in the world. Mihintale hospitals is perhaps the oldest in the world. Institutions created specifically to care for the ill also appeared early in India. King Ashoka is said to have founded at least 18 hospitals ca. 230 BC, with , physicians and nursing staff, the expenses being borne by the claim that Ashoka built any hospitals at all and argue that it is based on a mistranslation, with references to rest houses being

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mistaken for hospitals. The eror is thought to have occurred because similar edicts and records talk of Ashoka importing medicinal supplies.

Infrastructure
The surgical, specially procedures radiological, intensive care unit and patient rooms typically have medical gases, emergency and normal electrical power ; and heating , air conditioning and ventilation systems.

Electrical
The reliability of the electrical power system that serve a hospital is important. In the order to provide higher electrical reliability, the National Institute of Health, NIH\, requires that all secondary substations>500kVA at their Besthesda, MD campus be the spot network type. The spot network substation cost more than other arrangement.

Information
Tube conveying systems are often used to move the actual paper p re sc r ip t io n s f o r m e d ici n e s t o t h e P h a rm a c ie s, a n d t o m o ve m e d ic in e s, especially intra venous, IV, bags to the patient care rooms. Tissue samples can be sent to the Laboratory. Medical notes can be transcribed, printed, and then transported via a Pneumatic Tube Conveying System as measured by the weight of the item be transferred the 15 cm (6") diameter tube systems have about 225% of the lifting and moving capacity of a 10 cm (4) system. When the seals are new, the 10 cm tube carriers will move a 1 kg (2+ pounds) IV bag. But when the seals on the tube carriers are worn the tubes can stop moving the piping and require a trained technician to recover the tube carrier.

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Modern hospitals have information infrastructure such as secured patient information system and PACS.

Etymology
During the middle t h e h o sp it a l co u l d se r ve o t h e r f u n ct io n s, su ch a s almshouse for t h e p o o r, h o st e l f o r pilgrims, or hospital. T h e n a m e comes from Latin hospes(host), which is also the root for the English words hotel , hostel , and hospitality. The modern word hotel derives from the French word hostel, which featured a silents , which was eventually removed from the word. (The circumflex on modern French hotel hints at the vanished)Grammar of the word differs slightly depending on the dialect. In the U.S., hospital u su a ll y re qu i re s a n a rt ic l e ; in B ri t a in a n d e l se w h e re , t h e wo r d i s normally used without an article when it is the object of a preposition and when referring to a patient

( "in /to the hospital " vs "in/to hospital") i n Canada, both usages are found. The word is also similar to Sanskrit word "Ispital" and German "Spital.

Types
Some patients in a hospital come just for diagnosis and/or therapy and then leave ('outpatients'); while others are 'admitted' and stay overnight or for several weeks or months ('inpatients'). Hospitals are usually distinguished from other types of medical facilities by their ability to admit and care for inpatients.

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General
The best-known type of hospital is the general hospital, which is set up to deal with many kinds of disease and injury, and typically has an emergency ward to deal with immediate threats to health and the capacity to dispatch emergency medical services. A general hospital is typically the major healthcare facility in its region, with large numbers of beds for intensive and long-term care; and specialized facilities for surgery, plastic surgery, childbirth, bioassay

laboratories, and so forth. Larger cities may have many different hospitals of varying sizes and facilities.

Specialized
Types of specialized hospitals include trauma, rehabilitation hospitals, children's hospitals, seniors' (geriatric) hospitals, and hospitals for d e a l i n g with

s p e c i f i c m e d i c a l n e e d s s u c h a s psychiatric problems (see psychiatric), certain disease categories, and so forth. A hospital may be a single building or a campus. (Many hospitals with pre20th-century origins began as one building and evo lved into

c a m p u s e s . ) Some hospitals are affiliated with universities for research and t h e training of medical personnel. Worldwide, most hospitals are run on a profit basis b y g o v e r n m e n t s o r c h a r i t i e s . W i t h i n t h e United, m o s t hospitals are not-for-profit.

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Teaching
A teaching (or university hospital) combines assistance to patients with teaching to medical students.

Clinics
A medical facility smaller than a hospital is called clinic, and is often run by government for health services or a private partnership of physicians (in nations where private practice is allowed). Clinics generally provide only patient services.

Departments
Resuscitation room bed after a trauma intervention, showing the highly technical equipment of modern hospitals. Empty Chamber and the iron bed in a hospital the city of Kharkov, Ukraine. Hospitals may have any of the following departments or units: Health Services o Burn unit o Cancer Center

o Cardiology o Coronary care unit o Dentistry

Oral and Maxillofacial Surgery o Dermatology

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o Dispensary o Emergency Department Trauma Center o Gastroenterology

o Intensive Care Unit o Internal Medicine Endocrinology Epidemiology Immunology Laboratory Services Neurology Nursing unit OB/GYN o Neonatal Intensive Care Unit Orthopedic Services Outpatient Department Pathology Pediatrics Pharmacy Plastic Surgery Psychiatric ward Rehabilitation Services Physical therapy Post anesthesia care unit
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Radiology Respiratory therapy Surgery Urgent care Urology

Non-medical departments include:

Medical records department Release of Information department

Hospitals in Delhi Hospitals in Delhi provide great healthcare facilities to the people in the city as well as the citizens of India. There are mainly two types of Hospitals: General Hospital: T h i s t y p e o f h o s p i t a l d e a l s w i t h m a n y k i n d s o f injury and disease. A typical General Hospital has an Emergency Ward and has the capacity for emergency medical services. It has a number of beds for Intensive Care. It may also have specialized facilities for surgery and childbirth. Specialized: This category includes trauma centers and childrens hospitals. Specialized hospitals deal with specific spe cial needs like psychiatric problems.

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The lists of Hospitals in Delhi are as follows: ESI HOSPITALS GENERAL HOSPITALS Apollo Hospital AIIMS Hospital MAX Hospital G. T. B. Hospital Institute of Mental Health Institute of Child Health Hospital Childs Trust Hospital CSI Rainy Hospital Communicable Diseases Hospitals Dr. Rex's Hospital Dr. Duraswamy Eye Hospital Kasthuri Hospital S. P. Hospital

The Specialty Hospitals in Delhi are: AIIMS MAX

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Apollo Health Checks

Apollo Health Check Ups (For Appointment 1090, 1091)

We all know "prevention is better than cure". This is where Apollo hospitals comes into the picture by recognizing the importance and need for preventive health care. We have launched pioneering health Cheq TM for your healthy future.

The APOLLO HEALTH CHECKS offered by the hospital is a comprehensive check up that screens each organ closely to detect even the smallest symptom that could be an indication of a major disease. In addition, the check also identifies the reason for minor ailments, which are constant irritants. It also serves as a personal medical record for future reference. Once the check is completed, if treatment is required it can begin without delay. Apollo's superspeciality departments cover all areas of medical science. For more information or to make an appointment, call the hospital at 26925858 ext 1090,1091. Investigations included in Medical Checkup : Hemogram Biochemical Parameters

Haemoglobin

Blood sugar(Fasting & PP)

MCHC,MCV,MCH,ESR

Uric Acid

DLC

Lipid Profile

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Platelet count

PCV

TLC

Peripheral smear

Total protein

Liver Function Test

General Test

Blood Total protein Typing

Grouping

&

RH

Globulin

Stool examination

SGPT

ECG(Resting)

SGGTP

X-Ray(Chest)

Ultrasound screening of the Albumin whole abdomen

A/G Ration

Pap smear

Alkaline Phosphate

S.Bilirubin(Total & Direct)

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KIDNEY ASSESSMENT

S.Urea

S.Creatinine

Complete urine Analysis

Clinical examination, Medical Summary and advice by Senior Consultant, Internal Medicine. Genital/ Rectal examination by General Surgeon/ Gynaecologist. Apollo Future Check (The customised health check for you) A comprehensive health check for people too busy with their present to worry about their future. Specially put together as an imperative for todays top decision-makers, this screening pack will assess your unique healthcare needs, highlights the risks you face, and guide you with necessary preventive action.

A decision-maker whos hard-pressed for time needs a healthcare solution thats not only quick and easy to access, but also customised to his requirements. Which is precisely what the Apollo Future Check is all about.

It offers you a comprehensive basket of customised tests, as well as consultation and advice, ensuring you not only know about your health status, but are armed with what you need to do in order to address the risks you face.

Elicitation of detailed medical history on current health status, present complaints, past medical history, family history, lifestyle, habits, stress levels; It also includes

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assessment of the ageing process, vaccination history, cancer screening etc. Detailed physical examination of the entire body by di_erent specialists.

Investigations Anthropometry: Height, weight measurement, BMI, waist circumference.

Consultations: Physical examination and advice by Consultant Physician, Gynaec / Surgical Checkup, Cardiac Consult, Ophthal Checkup, ENT Consult, Dental Consult, Oncology Consult, Cosmetic Dermatology evaluation and consultation with Dietician.

Haemogram

Diabetic Profile

Haemoglobin

Fasting Blood Sugar

Post Glucose / PP Blood PCV Sugar

MCHC, MCV, MCH

Urine Micral (for diabetics)

Total WBC

Di_erential Count

Peripheral Smear

Platelet Count

Cardiac Profile

Lung Function Tests

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ECG (Resting)

X-Ray Chest

Echocardiogram

Spirometry

TMT / Stress Thallium

(if advised by Cardiologist)

CT Coronary Angio

Total Cholesterol

HDL Cholesterol

LDL Cholesterol

Triglycerides

Total Ratio

Cholesterol

HDL

VLDL Cholesterol

Triglycerides

Total Ratio

Cholesterol

HDL

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Serum Homocystine

Serum A1&B

Apo

Lipoprotein

Serum Lipoprotein (a)

Serum Fibrinogen

Renal Profile

Liver Profile

Urea

Total Protein

Creatinine

Albumin

TMT / Stress Thallium

Globulin

Uric Acid

SGPT

Serum Electrolytes

Alkaline Phosphatase

GGTP

Bilirubin

SGOT

Acute

Phase

Reactants

Viral Markers

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(Inflammatory markers)

Urea

HIV

Creatinine

HbsAg

Uric Acid

Anti HCV

Serum Electrolytes

Hormones

Vitamins & Minerals

T3

Serum Calcium

Free T4

Serum Phosphorus

TSH

Serum Magnesium

Vitamin D3 level (25 OH Vit Cortisol D)

Fasting Insulin

Free Testosterone (for men above 50 years)

General Tests

Cancer Screening

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Blood Grouping & Rh Typing

Papsmear (for women)

Mammogram VDRL Ultrasound women) CA 125 (for women) Breast

with (for

Complete Urine Analysis

Urine Culture & Sensitivity PSA (for men above 50 yrs.) (for women)

Stool Test (Routine & Occult CEA blood)

Ultrasonogram of the whole AFP abdomen

Audiogram Investigations With Coronary Angio, Generalised Atherosclerotic Screening and Virtual Colonoscopy (with preparation)

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Rejuvenation Evaluation & Counselling:

Assessment

Hormone, Vitamin and Mineral Assay Lifestyle Assessment Evaluation of Ageing & Sexual Health Ayurvedic Constitution Test

Counselling
Advice on Rejuvenation, General Nutrition, Speci_c Diet and Exercise Programme, Stress Management and other lifestyle aspects; Guidance on Good Health and Age Management medication if needed.

Optional Tests / Procedures (depending on age, need and availability)

Dexa Scan (for men above 50 yrs.) Upper GI Endoscopy Colonoscopy Food Allergy Testing Treatment at Wellness centre Ayurvedic Massage, Aromatherapy, Colon Hydrotherapy or Yoga Anti-ageing Skin Procedures Genetic Studies (to be introduced shortly)
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Special Hormone Treatment (to be introduced shortly) Brush Test for Oral Cancer (to be introduced shortly) Consultation with Ayurveda Specialist, Naturopath Consultation with Sleep Medicine Specialist Psychology Consult Consultation with sexual medicine specialist

For more information on the Future Health Check or an Appointment, please call your Health Manager or dial 6060 1066.

Apollo Family Check (The customised health check for your family)
A comprehensive and extremely personalised health check for you and your family, where we assess the health of every member of the family, identify potential health risks on an individual basis, and provide professional advice and counseling for a happy An Healthy life. A family may be one in every sense of the term, but different family members have different health care requirements.We understand this important fact, which is why we treat your family members as individuals, assessing each ones health and closely examining the potential health risks each one faces, many of which could be manifested Over time. We identify and address these risks, and our solutions potentially reverse problems that May be present.
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All this, of course, comes to you and your family in a warm and personal way, and with Apollos unwavering commitment to provide you with the very best in healthcare.

For Men
Routine Haemogram Parameters Biochemical

Haemoglobin

Fasting Blood Sugar

Post Glucose / PP Blood PCV Sugar

RBC

Urea

MCHC, MCV, MCH

Creatinine

Total WBC

Uric Acid

Di_erential Count

Peripheral Smear

Platelet Count

Lipid Profile

Liver Function Tests

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Total Cholesterol

Total Protein

HDL Cholesterol

Albumin

LDL Cholesterol

Globulin

LDL Cholesterol

SGPT

Total Ratio

Cholesterol

HDL Alkaline Phosphatase

GGTP

Bilirubin

SGOT

General Tests

Blood Grouping & Rh Typing

Complete Urine Analysis

Stool Test

ECG (Resting)

X-Ray Chest

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Ultrasonogram abdomen

of

the

Pulmonary (PFT)

Function

Test

Independent coronary Risk factors Serum Homocystine, Serum Apo Lipoprotein A1&B, Serum Lipoprotein (a), Serum Fibrinogen and hs crp TSH, Serum Electrolytes, Serum Calcium, Serum Phosphorus, HbsAg, Anti HCV, HbA1C,Vitamin.D3,level. 320/64 slice ct heart scan

For men above 50 years

Psa , stool for occult blood Dexa scan (if advised), physical Examination & Advice by consultant physician, surgical checkup +cardiac, consult + ophthat checkup. Dietary Advice / Wellness Scan One complimentary session at Apollo Wellness ccentre: For : Women (Same as per Men without 320 / 64 CT Heart Scan, PSA) Additional Tests For Women above 40 years: Mammography For Women above 50 years: Stool for Occult blood , Dexa Scan (if advised) Gynaec consultation

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For children Haemogram, RBC, TC & DC, ESR + Blood Group & Rh Typing + Urine Analysis + Stool Test + Mantoux Test + X-RayChest and Consultation with a Paediatrician + ENT + Ophthal +Dental Consult For Domestic Help Haemogram, RBS, Blood Group & Rh Typing, Urinalysis, Stool test, ECG, X-Ray Chest and Physical Examination. For more information on the Family Health Check or an Appointment, please call your Health Manager or dial 6060 1066.

Investigations included in Medical Checkup : Apollo Executive Health Check Check Check Check Heart Wholebody

Haemogram

Haemoglobin

MCHC,MCV, MCH, ESR

DLC

Platelet Count

PCV

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TLC

Peripheral Smear

Liver Function Test

Total Protein

Globulin

SGPT

SGGTP

Albumin

A/G Ratio

Alkaline Phosphate

S.Bilirubin (T & D)

Kidney Assessment

S.Urea

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S.Creatinine

Complete Analysis

Urine

Biochemical Parameters

Blood

Sugar

(Fasting & PP)

Uric Acid

Lipid Profile

General Tests

Blood Group & RH typing

Stool Examination

Cytology Papsmear female) (For

PSA (for male)

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TSH

HbA1C

Heart Tests

ECG (Resting)

Treadmill Test

2D Echo

Radiology

Xray Chest PA

Ultrasound screening of the Whole abdomen

Bilateral Mammography for female

Consultations

Consultant Internal Medicine

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(Physical Examination)

Consultant General Surgeon (Genital & Rectal Examination)- for male

Consultant Gynaecology (Breast & Pelvis examination)- for female

Post Consultation with Internal Medicine consultant

Consultant Cardilogy (Heart Examination)

Consultant ENT

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(Ear, Throat

Nose

&

examination)

Consultant Dental (Dental

Examination)

Consultant Ophthalmology (Eye Examination)

Diet Counselling

Group Companies of Apollo Hospitals

Apollo Health Street Limited- It is a global healthcare services company that
offers business process outsourcing and IT services. IT division of Apollo is based on Java .dotnet & SQL Language development.

Apollo Pharmacies- : It is the largest retail pharmacy chain in India with over 1000
retail outlets in India. '''Apollo''' Pharmacies is moving towards what date February 2012 offering e-prescription based services to the end user and the doctor.

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Apollo Health & Lifestyle Limited Apollo Health & Lifestyle Limited (AHLL) is
engaged in establishing a network of clinics in India and neighbouring countries.

MedVarsity Online Limited (MOL)-: MedVarsity Online Limited is promoted by

Apollo. Hospitals and NIIT Ltd. MedVarsity has developed over 1500 hours of medical content that is accessible to the medical community anytime and anywhere. Apollo Telemedicine Enterprises Limited (ATEL) -: Apollo Telemedicine Enterprises Limited has developed the 'Apollo Telemedicine Network' that allows the participant sites to collaborate with institutions in the country and abroad and provides their clientele access to better healthcare in areas not adequately served by the medical community. Family Health Plan Limited (FHP)- : The company deals in the healthcare insurance sector and is the largest Third Party Administrator (TPA) in Asia. Equipment World -: Equipment World sources and selects medical equipment, catalogues and provides advice and services on technology, techno-commercial issues. Keimed.com Limited- Keimed.com Limited is a unified national pharmaceutical procurement and supply chain management company for a wide range of medical goods, consumables, drugs, surgical, health and personal care products.

TODAY TREND IN INDIA

India's healthcare sector has been growing rapidly and estimated to be worth US$ 40 billion by 2012, according to Price water house Coopers in its report, Healthcare in India: Emerging market report 2007'. Revenues from the healthcare sector account for 5.2 per cent of the GDP, making it the third largest growth segment in India.
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The sector's growth will be driven by the country's growing middle class, which can afford quality healthcare. Over 150 million Indians have annual incomes of more than US$ 1,000, and many who work in the

b u s i n e s s services sector earn as much as US$ 20,000 a year. Today at least 50 million Indians can afford to buy W estern medicines -a market only 20 per cent smaller than that of the UK The growing purchasing power of Indian patients is revealed in the increased business of air ambulance services. Around 365 airlifting worth several millions of rupees happen in Delhi in a year on average. I f t h e e c o n o m y c o n t i n u e s t o g r o w f a s t e r t h a n t h e e c o n o m i e s o f t h e developed world, and the literacy rate keeps rising, much of western and southern India will be middle class by 2020. To meet this demand, the country needs US$ 50 billion annually for the next20 years, says a CII study. India needs to add 2 million beds to the existing1.1 million by 2027, and requires immediate investments of US$ 82 billion. Funds in the sector have been largely private. In fact, it is believed that the private sector provides 60 per cent of all outpatient care in India and as much as 40 per cent of all in-patient care. It is estimated that nearly 70 percent of all hospitals and 40 per cent of hospital beds in the country are in the private sector, says PWC.

Investments
The opportunities presented by the healthcare sector have made it a major draw for potential investors. The healthcare sector attracted US$ 379 million in 2006 - 6.3 per

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cent of the total private equity (PE) investment of US$ 5.93billion. The PE deals that the sector attracted in 2006 were as large as inputs into the automotive sector. Medical care services provider Apollo Hospitals group will invest about US$ 235.69 million in the next 18 months to set up 15 hospitals in tier-II and tier-III cities in India. The Indian government plans to invest US$ 177.22 million across the golden quadrilateral (GQ) project, to develop nearly 140 trauma care centers on the 6,500 km long north-south and east-west corridors. Competitor Fortis Healthcare Ltd will add 28 hospitals to its 12-hospitalchain by 2012. George Soros's fund Quantum and Blue Ridge bought 10 per cent in Fortis Healthcare. Manipal Health Systems raised over US$ 20 million equity from IDFCPrivate Equity Fund. Bangalore -based HealthCare Global Enterprises rose over US$ 10million in equity from IDFC. Metropolis Health Services, a diagnostic chain, rose over US$ 8 million in equity from ICICI Venture. Investment firms Apex Partners, IFC and Trinity Capital have invested over US$ 200 million in hospital firms.

Private healthcare
With private healthcare driving a large chunk of healthcare in India, the stage is set for private healthcare players to take wing.

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Global Hospitals in Hyderabad, which had a modest beginning as a150-bed facility dedicated to multi-organ transplantation in Hyderabad, is set to invest close to US$ 178 million in a couple of years to set up hospitals in other metropolitan cities.

Mumbai-based healthcare firm Lockhart Hospitals is planning to setup 14 super-specialty hospitals across the country over the next two years, which could entail an investment of up to US$ 152 million.

Apollo Hospitals, Asia's largest healthcare group, is planning to expand its operations by setting up 50 hospitals across the country, including many in tie r-II cities. It will invest US$ 5 -9 million in each of t h e facilities.

Health insurance
W ith less than 10 per cent of the population having some sort of health insurance, the potential market for health insurance is huge. Indian health insurance business is fast growing at 50 per cent and is expected to continue growing at this pace. The sector is projected to grow to US$ 5.75 billion by2 0 1 0 , a c c o r d i n g t o a s t u d y b y t h e New Delhi-based PHD Chamber of commerce and

industry. According to the report by McKinsey on the Indian pharmaceutical healthcare, one-fifth of India's

p o p u l a t i o n i s l i k e l y t o h a v e a m e d i c a l insurance by 2015, leading to an estimated increase in consumer spending on

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healthcare from US$ 2,054 per household in 2005 to US$ 3 5 1 4 p e r household by 2015. In some cases, the Government is partnering with the private sector to provide coverage at a low cost. For instance, the Yashaswini Insurance scheme, launched in 2002 in Karnataka by a public-private partnership, provides coverage for major surgical operations, including those pertaining to pre-existing conditions, to Indian farmers who previously had no access to insurance. The Insurance Regulatory and Development Authority (IRDA) have eliminated tariffs on general insurance as of January 1, 2007. This move is expected to drive additional growth of private insurance products.

Medical equipment and IT

W ith the potential of the healthcare sector being what it is, ancillary industries such as healthcare equipment and information technology in healthcare are also witnessing a spurt. The soaring growth projections have prompted foreign medical equipment makers to float Indian subsidiaries -- 30 of them received import clearances i n 2007 alone. Boston Scientific, Abbott, Becton Dickinson,

G u i d a n t , Medtronic, B Braun, Johnson & Johnson, Deputy, Advanced Medical Optics and Stryker are among the leading firms, whose Indian subsidiaries received approvals to import medical devices during the year. Investments into the medical and surgical instruments segment amount to US$ 115.29 million over the period August 1991 to April 2007. A recent FICCI-Ernst &
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Young study has predicted 15 -20 per cent growth for the Indian medical equipment market and estimated market size to be about US$ 5 billion by 2012. Hospitals have realized that information technology (IT) can be An effective t o o l t o w a r d s e f f i c i e n t s y s t e m s . A c c o r d i n g t o A r e p o r t b y S p r i n g b o a r d Research, India has the fastest growing healthcare IT market in Asia, with an expected growth rate of 22 per cent, followed closely by China and Vietnam. In fact, the Indian healthcare technology market is poised to be worth more than US$ 254 million by 2012

Medical Tourism
The attraction of high quality healthcare facilities at competitive costs has been instrumental in a large number of foreign arrivals to access healthcare services in India. Going by the current pace with which this segment has been growing, the CII-McKinsey study estimates that revenues from this segment could touch US$ 2.2 billion by 2012 (from the current figure of US$333 million).Indian hospitals are fast becoming the first choice for an increasing number of foreign tourists. Over 150000 medical tourists travelled to India in 2002 alone, bringing in earnings of US$ 300 million. India's growing reputation as a major medical tourism destination is attracting more and more visitors from Gulf countries with many travel agents now offering packages combining treatment with a vacation.

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Beyond cost advantage

However, the Indian healthcare story is not about cost advantage only. It has a high success rate and a growing credibility. Indian specialists have performed over 500,000 major surgeries And over a million other surgical procedures including cardio -thoracic,

neurological and cancer surgeries, with success rates at par w i t h international standards. The success rate of cardiac bypass in India is 98.7 per cent against97.5 per cent in the U.S. India's success in 110 bone marrow transplants is 80 per cent. The success rate in 6,000 renal transplants is 95 per cent.

The Government has also been proactive in encouraging prospects in this sector with a number of initiatives: A new category of visa "Medical Visa" ('M'-Visa) has been introduced which can be given for a specific purpose to foreign tourists coming into India. Guidelines have been formulated by Department of AYUSH prescribing minimum requirements for Ayurveda and Panchkarma Centers. Consequently, easy access to visa facilities coupled with the best

emerging medical infrastructure in large and tertiary towns will lead to an increase in foreign exchange earnings through medical tourism. Annual earnings from medical tourism are estimated to rise from the current US$ 815.32 million to US$ 1.87 billion by 2012.

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Ratings
In recognition of the quality of healthcare delivery services in India, a number of Indian hospitals have received accreditation from international agencies worldwide. Five hospitals in India -Indraprastha Apollo Apollo Hospital Hospital (Ne w

Delhi),Apollo

Hospital

(Chennai),

(Hyderabad ),

W ockhardt Hospital (Mumbai) and Shroff Eye Hospital (Mumbai) -have been accredited to the leading healthcare accreditation agency in the United States, Joint Commission International (JCI). NHS of the UK has indicated that India is a favored destinati on for surgeries. The British Standards Institute has now accredited the Delhi -based Escorts Hospital. India's independent credit rating agency CRISIL has assigned a grade A' rating to super specialty hospitals like Escorts and multi specialty hospitals like Apollo. Wockhardt Hospital has an exclusive association with Harvard Medical International, the global arm of Harvard Medical School, the worlds leading medical institution. Max Healthcare, in collaboration with Singapore General Hospital, is into clinical practice, research and training.

How do hospitals brand their services?

According to W alter Landor, one of the leading experts of the advertising quality. A brand is also a collection of perceptions in the minds of the customer. Hence a brand is something that is intangible and lies in the minds of the consumer. about Different people and have different By industry, A brand is a promise. By identifying and

authenticating a product or services it delivers a pledge of satisfaction and

perceptions

medical

treatments

hospitals.

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p o s i t i v e l y i n f l u e n c i n g t h e s e p e r c e p t i o n s , hospitals can attract patients to use their services. It is therefore, extremely important to understand what a patient is looking for. While trying to target international tourists and position them correctly to create a brand, a hospital needs to meet their needs and expectations (which may be different from the local needs).

Total quality management (TQM)

Today, a patient is looking for the facilities in a hospital as w e l l a s i t s appearance. The concept of TQM in hospitals is therefore forming the core of any hospitals today. There is a big difference between the services being provided by the hospital industry and that are offered by service industry sector. The cost and the amenities provided to a patient go hand in hand. One can have a private room, a nurse and a doctor for 24 hours a day, but the costs are high. The facilities resemble the luxuries of a five star hotel. The hospitals today, are therefore transforming themselves to cater to worldclass patients. The focus is therefore on quality treatment with luxury. This helps to create a unique brand. Each top class hospitals (Apollo, Wockhardt, Escorts, etc., are few to name) is trying to attract more and more medical tourists by developing itself into a super or multi-specialty hospital. These hospitals have been successful in creating a mark for their services on a global level. These days many hospitals are including ayurveda and yoga as s p e c i a l treatment techniques for their patients. The people in western world are crazy about these treatments. These are accepted as a healthy way of life. Hospitals like Apollo and Escorts, famous for heart
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treatments, have already adopted the same for their patients. Most of the foreign patients coming to India are from Asia, Africa, the UK, Europe and the US. For example, nearly60% of the patients in Escorts hospital is citizens of these countries. The number of patients from the US and the UK are comparatively low as the poverty and hygiene is a matter of concern for them. The big hospitals have the advantage: theyre able to attract patients even from the US or the UK. W orld are crazy about these treatments. These are accepted as a healthy way of life. Hospitals like Apollo and Escorts, famous for heart treatments, have already adopted the same for their patients. Most of the foreign patients coming to India are from Asia, Africa, the UK, Europe and the US. For example, nearly60% of the patients in Escorts hospital is citizens of these countries. The number of patients from the US and the UK are comparatively low as the poverty and hygiene is a matter of concern for them. The big hospitals have the advantage: theyre able to attract patients even from the US or the UK . New procedures and treatment techniques are being adopted by Indian doctors. One can find oneself being treated by the best doctor. Nowadays, the hospitals have tie ups with reputed guesthouses and hotels to provide comfort and luxury to patients family. The tour operators too are joining hands so that patients family can visit Indias finest tourist spots. The family can enjoy Indias rich cultural heritage, wonderful architecture and the scenic beauty. The government, on its part, is trying to rationalize the whole process and certain amendments are being made in this regard.

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Brand positioning a hospital

Positioning a brand would involve creating awareness through advertising and word of mouth. However, since the target is international patients, A very large target audience, it is difficult to reach through word of mouth or to create awareness by direct advertising. A few techniques are discussed below:

Accreditations and Certifications Today,

every patient is aware about the certifications and looks for an accredited hospital. This gives hospital brand positioning, especially in the international arena.

A c c r e d i t a t i o n e x p e r t s a n a l y z e h o s p i t a l f o r everything; from surgical hygiene to various other systems and resources. Experts also check the credentials of medicine staff and nurses. Joint C o m m i s s i o n I n t e r n a t i o n a l ( J C I ) i s r e c o g n i z e d i n t e r n a t i o n a l l y . T h e international arm of JCI is Joint commission on Accreditation of healthcare Organization (JACHO). For providing accreditation, it reviews and checks the organization. Their checklist includes over 350 standards and they send a team to re-review the accredited hospitals at three-year intervals. It has popularity the across the world. Individual countries also have their own accreditations. International Organization for Standardization (IOS) certification can also beused as a testimony to the quality of care being provided by the hospital, as people around the world are aware of the IOS.

Enhance Hospital Website

The website should be user - friendly and provide all the information required to make a decision. Therefore, it is important to update the content on the website regularly. A dynamic website that allows questions

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would definitely provide an edge. A virtual tour would also be helpful so that prospective clients can see what the hospitals actually looks like.

Indian Healthcare: The Growth Story

The Healthcare Industry is witnessing a sudden paradigm shift in last five year. Though this change was inevitable and the Industry has been working towards it for a decade now, this has been visible only in last two years. All sectors in India are undergoing a change from unorganized to an organized structure and so is also seen in healthcare. Till few years ago healthcare delivery was sole responsibility of Private practitioners and Doctor owned and run hospitals. Since it was also considered only as a social sector so almost all the large hospitals were either Government or charitable hospitals. A US$ 36 billion industry today and growing at 15% CAGR, the Indian healthcare industry will be a US$ 280 billion by 2022.

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Apollo Hospital started the trend of corporate hospital, others followed. There has been a large gap after first corporate hospital and the trend of corporatisation in healthcare delivery in India. Today industry is moving rapidly towards organized sector and more so towards corporatisation of healthcare delivery. Corporate hospitals: list and number of hospitals and their spread.

Hospital Groups Apollo Hospital Enterprise Ltd

Number of Locations

Number of Hospitals

Number of Beds

Coverage

Annual Revenue (2005-06 (In Rs. Crore)

11

11

3000 All Metros

779

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Wockhardt Hospitals Fortis Healthcare Max Healthcare Manipal Health Systems

10

Bangalore, 1400 Mumbai and West India 1855 North India 765 Delhi & NCR South India (Mainly 3000 Karnataka) and Sikkim 2000 South and West India

210

5 1

13 6

100 137

11

Care Hospital

11

14

Last 2 year have been years of dramatic changes. Most of the existing players announced their huge expansion plans and many of large companies with no or very little existence in healthcare delivery declared that they will be putting in huge investments in Healthcare Delivery. The growth and sudden interest in the healthcare business can be attributed to many factor, one of the most strong of which is the strong Indian economy. Factors for the Healthcare Boom in India

Strong Indian Economy Increasing options for Healthcare Financing Increasing Opportunities in Healthcare delivery
o o o o

Better Profitability (15-20% EBIDTA) Earlier Break Even (2-3 years) Medical Tourism Increasing demand from within the county
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Saturation of other sectors like IT, retail

Strong Indian Economy India is predicted to cross United States by 2050. Indian Economy experienced a GDP growth of 9.0 percent during 2005-06 to 9.4 percent during 2006-07. By 2025 the India's economy is projected to be about 60 per cent the size of the US economy. The transformation into a tri-polar economy will be complete by 2035, with the Indian economy only a little smaller than the US economy but larger than that of Western Europe. By 2035, India is likely to be a larger growth driver than the six largest countries in the EU, though its impact will be a little over half that of the US. India, which is now the fourth largest economy in terms of purchasing power parity, will overtake Japan and become third major economic power within 10 years.

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Increased options for healthcare Financing The reach of Insurance have been increasing. The premiums collected from Health Insurance are predicted to increase by around 50% from last year. Two exclusive Health insurance companies have already started selling policies. In Rupees Crore Insurance Companies Royal Sundaram TATA-AIG Reliance IFFCO Tokio ICICI Lombard Bajaj Allianz HDFC Chubb Cholamandalam New India National United India Half Year Ended Septembet 2006 42 19 32 32 296 74 4 16 348 182 206 Half Year Ended Septembet 2012 54 35 148 45 425 125 21 56 483 313 276 % Growth 28% 83% 365% 41% 43% 69% 415% 255% 39% 72% 34%

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Oriental Star Health & Allied

210

262

25%

2 Insurance Total Premium Source: IRDA Journal, Dec 11. Better Profitability 1462

45

2152%

2287

56%

Healthcare is a highest capital intensive service industry and profitability has never been as good to match others. It is all changing very fast. The best of the systems of world are still struggling to achieve a good profitability level for healthcare. Healthcare in United States had a profitability of just above 5% in last financial year. India on the other hand, if we leave the charitable and government hospitals aside, is witnessing a15% to 25% profitability.This increased profitability can be attributed to many factors:

Increased flow of patients Higher Margins

Earlier Break Even The break even for hospitals has been 5-7 years till last decade. The things started changing as the structure of hospitals moved from unorganized to the organized one.

Hospitals are now able to manage their funds in a better way Though costs have increased still they are able to maintain good profit margins on all their services.
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Medical Tourism Medical Value travel is one of the emerging global sectors grossing US$ 22 billion. In 2006, more than 2 million medical tourists availed services in South-east Asia from all corners of the world. With revenues close to US$ 450 million, India has a 2% share of the global health tourism.The potential for India to become the hub for medical value travel is huge. All the existing Healthcare Delivery providers as well as the new entrants are in some or the other way eyeing that market. The potential for India to become the hub for medical value travel is huge. All the existing Healthcare Delivery providers as well as the new entrants are in some or the other way eyeing that market.

Increasing Demand from Within the Country The demand for quality healthcare has increased within the domestic healthcare consumers. Todays patients have more choices than ever when it

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comes to choosing and using health care resources, and they are increasingly taking on the role of active and involved consumers. In the present scenario, providers need to offer innovative services and products that are geared toward health care consumerism encouraging patients to become better educated about their care and coverage and helping employers offer better choices.So this has put up additional pressure on the healthcare provider to improve their existing services and bring upon better and world class facilities.

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The disease profile of country as a whole is changing. One can see that the lifestyle diseases are now taking the limelight from the traditional infectious diseases.Improvements in socioeconomic conditions in the last five decades in doubling longevity from 32 to 64 yrs, steep fall of IMR, elimination of leprosy & yaws, eradication of small pox, & poliomyelitis being on verge of eradication, credits to the success stories post independence. However, the challenge we face with the on-going changes in disease burden that is producing a major health transition. Demographic transition reflects

quantitative and qualitative changes in the population profile and the country is facing a double burden of communicable are still & non-communicable as major health

diseases.Communicable

diseases

persisting

problems but the Non- communicable diseases are doubling its incidence & prevalence. Coronary Artery Disease, Diabetes, Renal failures, Stroke, Cancer are on a rise as a result of Hypertension, metabolic syndrome & stress.

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Tie-ups with Other Sectors

Insurance :
Tie-ups with international insurance companies make reimbursement of treatment expenses easier for international patients. It also shows that hospital maintains certain standards for patients care. Accreditation helps in such cases. In India, it is not yet mandatory to have insurance tie-ups to be accredited.

Tourism companies:
Tie-ups with tourism companies would help attract more patients as they are active marketers. From patients point of view too, it is better to deal with tourism companies; since it becomes a one point contact. Hospitals can thus concentrate on their core business of providing medical treatment.

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Company profile
Apollo Hospitals Enterprise Limited
Over the years, Apollo Hospitals has also founded various group companies to empower its flagship company, Apollo Hospitals Enterprise Limited, to create a healthcare powerhouse that has a leadership position in every sphere of healthcare. With nursing and hospital management colleges, pharmacies, diagnostic clinics, medical transcription services, third-party administration and telemedicine, Apollo's leadership extends to all aspects of the healthcare spectrum apollo hospitals enterprise limited was incorporated as a public limited company in the year 1979 promotes by Dr. Pratap C Reddy, it is the first group of hospitals that pioneered the concept of corporate healthcare delivery in India. AHEL is a listed company on the Bombay stock Exchange (BSE-APLH.BO) AHEL today is the leading private sector health care provider in asia and owns and manages a network of specialty hospitals and clinics a chain of

pharmacy retails outlets across the country and provides consultancy. Services for commissioning and managing hospitals. The overview of operations can be summarized as follows: chain of owned and managed hospitals: AHEL has over 26 hospitals of which 14 clients hospitals managed by deputed Apollo. from

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Management Consultancy Services:

T h e c o n s u l t a n c y d i v i s i o n o f AHEL offers Project and Operations Management Consultancy services to clients varying from to commissioning of a wide range of healthcare models. Over the years, Apollo Hospitals has also founded various group companies t o e m p o w e r i t s f l a g s h i p c o n c e r n , A p o l l o H o s p i t a l s Enterprise Limited, to create a healthcare powerhouse that has a l e a d e r s h i p p o s i t i o n i n e v e r y sphere of healthcare it has entered.

MISSION of Apollo hospitals group

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 healthcare for the benefit of humanity Dr. Prathap C Reddy- Founder Chairman Apollo Hospitals Group Tagline: Touching lives. Colour: Green, as it is soothing. Logo: The logo shows a nurse holding a torch of flame. Nursing plays a phenomenal role in the delivery of healthcare and the flame is the symbol of leadership, pioneering and innovation. Brand Mantra: Not just confines to curative care, but lets people know how not to fall prey to illness. Unique features: Trust of patients and providing comprehensive healthcare.

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About

Apollo

Hospitals

(2004)

source: compiled by Icfai Research Centre, Ahmadabad

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Page 55 of 77

Executive Directors
Dr. Prathap C. Reddy (Executive Chairman) Ms. Preetha Reddy (Managing Director) Ms. Suneeta Reddy (Executive Director, Finance) Ms. Sangita Reddy (Executive Director, Operations)

Non-Executive Directors
Mr. P.Obul Reddy Mr. N. Vaghu Mr. Deepak Vaidya Mr. Rajkumar Menon Mr. T.K. Balaji Mr. Habibullah Badshah Mr. Steven J Thompson Mr. Rafeeque Ahamed Mr. Khairil Anuar Abdullah Mr. G Venkatraman

The Apollo Group

Apollo Hospitals Enterprise Limited Keimed.com Limited Apollo Health and Lifestyle Limited Medvarsity Online Limited Apollo Hospitals Education and Research Foundation

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Lifetime Wellness International Ltd AHEL Pharmacies Business Online Equipment Services Pvt Ltd Apollo Health Street Limited Apollo Telemedicine Enterprises Limited Family Health Plan Limited Source: www.apollohospitalgroup.com

Apollo Health Street Incorporated

Apollo Health Street, a global Healthcare services company of the Apollogroup offers Business Process Outsourcing and IT solutions and services toa global clientele. AHSL was incorporated in the year 1999 with theobjective of establishing a Technology Applications DevelopmentCompany for the Healthcare Industry while being able to service andnetwork Apollo and its various businesses in healthcare.

Apollo Pharmacies
Apollo Pharmacies is the largest retail pharmacy chain in India. Apollo hasover 70 round-the-clock retail outlets in India striving to maintain a stock of prescribing drugs, OTC medicines and other health and body care related products. additionally the retails business is moving towards offering e-prescription based services to the end user and the doctor.

Med Varsity Online Limited (MOL)

Med Varsity Online Limited was incorporated in the year 2000. Backed bytwo giants, Apollo in medicine and NIIT Limited in the field of electronic-educationMedVarsity act as a catalyst for students and is complementaryto the existing education system in the
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country. It has developed in-house,over 1500 hours of medical content that is accessible to the medicalcommunity anytime and anywhere. Med Varsity today addresses theneeds of over 5000 doctors across India.

Apollo Telemedicine Enterprises Limited (ATEL)

Apollo Telemedicine Enterprises Limited was incorporated in the year1999, with the aim of developing the Apollo Telemedicine Network. The Apollo Telemedicine Network allows the participant sites to collaborate with institutions in the country and abroad and provides their clientele access to better healthcare in areas not adequately served by the medical community.

Family Health Plan Limited (FHP)

Family Health Plan was developed in response to the overwhelming need for costeffective healthcare financing options. The company, in existence in the healthcare insurance sector for over a decade, initiated the concept of managed care in the country to control spiraling medical costs, and to make facilities accessible. Its the largest Third Party Administrator (TPA)in Asia. It is affiliated to 1700 major corporate and manages 4.7 million lives.

Apollo Heart Centre

In order to give shape to Apollo Hospitals goal of propagating the concept of well-being through preventive healthcare, a specialized centre focusing on fostering cardiac health has been launched. This specialized centre is a pioneer in providing diagnostic services in a spacious and elegant environment. This centre was inaugurated at Greams Road, Chennai on14th April 2006.

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The Apollo Heart Centre advocates prevention rather than treatment and offers specialized, customized and comprehensive health packages, including services such as the 64 slice CT Angio scan that, in a noninvasive manner, provides a very accurate image of the heart and detects narrowing of the cardiac blood vessels. Timely preventive health checks could logically forestall major complications, improve chances of full recovery and prove extremely cost effective

Online

Hospital

Equipment

Services

Private

Limited

(Equipment World)
The newest group venture 'Equipment World' is an electronic equipment exchange for medical devices and high-end technology products used in the delivery of medical care. It sources and selects high-end medical equipment, catalogues and provides expert advice and services on technology, techno-commercial issues

Apollo Healthcare Consulting Services Hospital management services

Through its Projects and Consultancy division, Apollo now manages more than 30 hospitals - a number that is increasing at a rapid rate. It assists new and existing hospitals in their day-to-day activities. All managed hospitals become part of the Apollo network and benefit from central marketing and purchasing programmers. The Apollo managed hospitals network is present across India and the following international locations like Nigeria, Kuwait, Yemen, Colombo and Dhaka.

Services include:
Human resource recruitment and management Medical equipment outsourcing increasing business prospects in domestic and international geographies Improving

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billing rates per assignment Establishment of medical, nursing and administrative protocols Preparation of Operating Protocols/Manuals Institution of Medical Auditing & Budgetary Control Implementation of robust MIS/HIS provision of assistance in obtaining ISO and other international certifications Conducting of CME's Project consultancy services the consultancy division also provides project consultancy service i n setting up hospital projects in many countries. Pre-commissioning services include: Building a Business Model Design and Architecture of the hospital Planning and Installation of all equipment Human Resource Planning Recruitment and Comprehensive Training

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Acrossthe Healthcare Spectrum Performance Improvement Services

Apollo's Projects Management and Consultancy division enables hospitals to improve their performance on numerous services clinical and administrative parameters. These include: Administrative Support Nursing Skills Development Medical Equipment Consultancy Service Quality and Clinical
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Improvement Consulting Laboratory Consulting Services

Apollo Hospitals, the largest healthcare group in Asia.

with over 8000 beds in more than 41 hospitals a string of nursing and hospitals managements colleges and dual lifelines of pharmacies and diagnostics clinic providing a safety net across Asia, Apollo Hospitals is a healthcare powerhouse you can trust with your life. at Apollo Hospitals we unite exceptional clinical success rates and superior

technology with centuries-old traditions of Eastern care and warmth, as we truly believe the world is our extended family-something our 14 million patients from 55 countries can warmly affirm. SPECIALTIES LIST Anesthesiology Cardiology Diagnostics Laboratory Bio Chemistry Haematology Clinical Pathology Microbiology

Medical specialties Dermatology Dialectology ENT Gastroenterology & Hepatology

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General Surgery / Laparoscopy Hand Surgery/Microsurgery/Plastic Surgery Internal Medicine Minimal Invasive Surgery Neonatology Nephrology Neurosurgery Obstetrics & Gynaecology Ophthalmology Orthopaedics/Traumatology Paediatrics Paediatric Haematology Paediatric Neurosurgery Psychiatry Radiology MRI CT Scan Doppler

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AWARDS AND ACCOLADES

Over the years, Apollo has received many awards and accolades in recognitionof its pioneering achievements in Indian healthcare. Apollo Hospitals, Chennai & Hydderabad have won healthcare awards, 2008 instituted by the Express Healthcare Publications (The Indian Express Group) The awards received include : o Apollo Hospitals Chennai-Overall Best Hospital of the year o Apollo Hospital Chennai - Operational Excellence o Apollo Specialty Hospital, Chennai - Leveraging Global Opportunity o Apollo Health City Hyderabad - Sustained Growth o Apollo Health City Hyderabad- Patient Care Apollo Hospitals, Chennai rated 'Best Private Sector Hospital' in India by The Week magazine for 2003, 2004 and 2007. Apollo Hospitals recognized as a 'Super brand of India ' i n t h e healthcare sector for 2003 and 2004 Apollo Clinics awarded Franchisor of the Year for 2003 and 2004 Asia-Pacific BioBusiness Leadership Award 2005 to Dr. Prathap C.Reddy, Founder Chairman Apollo hospitals group. Modern Medicare Excellence Award 2006-07" award to Dr.PrathapC R e d d y , Founder Chairman, Apollo Hospitals Group, by ICICI Group, to honor outstanding achievements in the healthcare industry.

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 Save a Child's Heart (SACH) - runner-up in the 'Corporate Governance' category at Hospital Management Asia 2004, a majorhospital expo in Bangkok, Thailand Avaya Global Connect award for the second successive year, in 2006, to Apollo Hospitals, Hyderabad for customer responsiveness in the healthcare sector based on a nationwide polling exercise.

Quality Driven Approach: Accreditations Accreditations

Joint Commission International Accreditation The Joint Commission International (JCI) is a U.S. based accreditation body dedicated to improving healthcare quality and safety around the world. The

accreditation is an international gold standard for hospitals and has been sofar achieved by only 24 hospitals in the world. The Apollo hospitals group achieved the unique distinction of achieving accreditation for four of its hospitals at Delhi, Chennai, Hyderabad and Ludhiana in quick succession. Indraprastha Apollo hospitals Delhi became the first hospital in India, while Apollo Hospitals Chennai became the first hospital in South India to achieve this unique and coveted accreditation. JCI works directly with healthcare organizations to achieve their goals of providing quality clinical care and services in safe, efficient and well-managed facilities. JCI assesses through a rigorous on site survey process, a healthcare provider's quality in the following key area. Access to health care Health Assessment and care processes Education and rights of individuals Management of information and human resources Safety of facility
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Infection control Collaborative integrated management Facility management Performance Measurement

Medical Milestones
Employs over 4000 specialists and super-specialists and 3000 medicalofficers spanning 53 clinical departments in patient care Achieved a 99.6% success rate in cardiac bypass surgeries, over 91%of these were beating heart surgeries Conducted over 55,000 cardiac surgeries - one of only 10 hospitals inthe world to achieve these volumes First Indian hospital group to introduce new techniques in CoronaryAngioplasty, Stereotactic Radiotherapy and Radio surgery Performed over 7,50,000 major surgeries and over 10,00,000 minorsurgical procedures with exceptional clinical outcomes Pioneered orthopaedic procedures like hip and knee replacements, theIllizarov procedure and the Birmingham hip re-surfacing technique Pioneered the concept of preventive healthcare in India successfullycompleted over 700,000 Preventive Health Checks First hospital group to bring the 64 Slice CT-Angio scan system. First hospital group in South-East Asia to introduce the 16 Slice PET-CTScan First to perform liver, multi-organ and cord blood transplants in India Equipped with the largest and most sophisticated sleep laboratory inthe world

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Quality assurance ACE Model

The Apollo Clinical Excellence (ACE) Model has been conceived by the Apollo Hospitals group in order to ensure that international healthcarestandards are met and maintained across all the hospitals in the group. Concept of ACE The key areas that determine the quality of services provided at ahealthcare facility are Clinical professionals Support personnel Equipment Patients Environment of care The following parameters are taken into consideration in rating the quality and standards of the hospitals within the group. Quality Indicators of clinical processes, outcomes and infection control Analysis of Sentinel events and Root Cause Analysis Clinical staff credentials, appraisals, privileging for senior staff, job descriptions for junior staff and training of all in resuscitative techniques Collaborative governance through multi-disciplinary committees Effective utilization of resources through implementation of clinical pathways An ACE Model Scoring System is used, as shown below, to rate the hospitals in the above mentioned parameters. The total scores for each category are indicated below.

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SI. NO 1 2 3 4

CATEGORY Quality indicators Clinical pathways Medical staff Sentinel events

POINT 200 100 100 50

Vertebra brand consultants for Apollo Hospitals

Brand equity building specialist, Verte brand will give to Asia's healthcare major AHEL for their expansion and brand-building exercise. The idea is to brand the image of the hospital way above practicing doctors and the available facilities. APOLLO GROUPS new partnership with Verte brand comes alongside AHEL srecent announcement to entail a fresh investment of Rs 1,446 crores over the next two years. In view of their plan to add over 2,000 beds to the existing 10,000 beds and another 3,000 beds by acquiring small and medium sized hospitals, the company wants to reinforce its strength as a premier healthcare provider and to promote a strong brand identity in the healthcare sector. Our involvement with the Apollo Group would be to leverage an organized brandbuilding programme for AHEL. This would be worked out for thee xisting AHEL

hospitals and those in the pipeline, said the managing director of Verte brand, Raghu B Viswanath. According to the managing director of AHEL, Preetha Reddy, AHELs new brandbuilding exercise in its 25-year history will make a big difference to healthcare focus and delivery. Apollo Hospitals is among the most trusted healthcare providers today and the company is now looking at expansion based on the strength of the brand, she said. Viswanath said that branding the identity for a premier group of hospitals like Apollo becomes very vital because of the hectic activity in the healthcare space with reference

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to several international players coming into the picture.The idea is to brand the image of the hospital way above practicing doctors and the available facilities, he felt. The Apollo Group is the first corporate major in the healthcare sector that Verte brand is handling. Verte brand has worked with leading brands like Subhiksha, Nilgiris and W in the retail sector, the Taj Group in the hospitality sector, Murugappa Group (TI Cycles) and HP in the IT sector, among others. Vertebrand has developed an innovative brand building exercise tool known as V Touch that can be incorporated to suit any organization in the service sector. The same would be integrated to the brand building strategies for AHEL, informed Viswanath. The consulting tool measures the service excellence of a brand in the service sector such as retail, hospitality, and healthcare and so on. V tool is said to provide far more flexibility than other branding models in the world as it is developed internally while considering all aspects of the branding exercise, Viswanath added.

About Verte brand:

Verte brand has a real edge that comes from the composition of our personnel. Thanks to a unique combination of left-brain and right-brain thinking, we have the capacity to add a creative edge that stems from our scientific core. We have more than our share of engineers from IITs and MBAs from IIMs and other premier business institutes. However, we also have people with a strong background in branding and marketing creativity from some of Indias top advertising agencies. This unique combination of scientific process and right-brain thinking results in solutions that are innovative, unusual and workable.

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Apollo is Super brand

Apollo Hospitals, the healthcare service provider, is now recognized as a Super brand of India in the Healthcare Sector, for the year 2003. The brand has been selected out of a national list of 711 brands across 95categories. The selection was undertaken by an independent Super brands Council, comprised of Indias leading Marketing and advertising professionals. The Apollo Hospitals Group is the third largest health service provider in the world. The group is present in over 37 locations in India. Some of the segments where Apollo is present are, hospitals and clinics, pharmacies, IT Outsourcing and medical education. To reach out to the rural populace, Apollo has a special division called Telemedicine. The Family Health Plan is covered under the Apollo Hospital Management Projects and Insurance. Today, Apollo Hospitals is a name synonymous with superior medical technology and superior service quality. It has worked towards providing the best service to those who come to their hospitals. The team of doctors associated with the Apollo Hospitals is recognized in their respective fields, both within India and abroad. The Apollo team of doctors and medical assistants provide world class treatment, care and support to patients who go to them. Commenting on the Super brand status, Dr. Prathap C. Reddy, Chairman, Apollo Hospitals said, Apollo Hospitals has always believed in providing the best service and treatment to its patients. Over the last twenty years, we have worked towards being among the top five healthcare service providers in the world. With our thrust on medical technology and superior service, we have been well recognized in India and abroad.

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Being adjudged as a Super brand in the healthcare sector has reinforced our determination to become the best healthcare provider in the world. The Apollo Hospitals has been adjudged a Super brand for the following reasons: Apollos exceptional status as a brand with existing and potential customers, media, suppliers and joint venture partners. The large mind share it enjoys when compared to other names and brands in the healthcare sector. The significant emotional advantage the brand provides. - Apollos business presentation and approach in India and abroad. Apollo Hospitals has continuously worked towards making its presence felt nationwide. Apollo is present in every sphere of the healthcare space such as hospitals, clinics, ITES and pharmacies. Apollo Hospitals continued to maintain its growth momentum during the year2002-03 registering an impressive growth in its turnover and profits. The turnover increased by 19% from Rs. 377 Crore to Rs. 448 Crore. Super brands is a concept that started 10 years ago in the UK to chronicle case studies of exceptional brands; to pay tribute to them and their brand guardians. The concept has been replicated in over 26 countries; some of them are Australia, France, Hong Kong, US, UAE, Malaysia and India. The criteria the Super brands Council adopted do not anything to do with market share, but more with the brand image and perception. The influencing factors were largely the brands mind dominance, goodwill, consumer loyalty and emotional bonding.

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OBJECTIVES & SCOPE OF WORK

1. To study about people perception about Apollo hospital in Chennai. 2. To identify the factors that influence people to choose the Apollo hospital for treatment. 3. To study the various service provided by Apollo hospital and their impact towards patient whether they aware of the treatment offered by hospitals. From this study the researcher, will come to know about people perception about Apollo hospital in Chennai. What they need from the hospitals in addition to services provided by them and whether they satisfied with the present service provide by Apollo hospitals in Chennai.

DESIGINING THE RESEARCH METHODOLOGY

Research methodology depends, to a large extent, on the target population, and how easy or difficult to access it is. The major parts of the research methodology are: Research method secondary and primary Sampling plan Questionnaire design Field work plan Analysis plan Secondary and primary research Secondary research is any information we may use, but which has not been specifically collected for the current marketing research. This includes published sources of data, periodicals, newspaper reports, and nowadays, the internet.
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 Primary research can be defined as research which involves collecting information specifically for the study on hand, from the actual sources such as consumers, dealers or other entities involved in the research.

Sampling plan
This is the statement of what will be the sample composition and size. This is the most critical of all decisions in the marketing research process, because we are usually trying to make a statement about the target population based on our study of the sample. The researcher going to prepare a questionnaire of around 10 questions. The researcher going to meet at least 100 persons who loyal to single hospitals, who not loyal to single hospitals, and they can change hospitals according to their need and financial status. The researcher going to find what the main reason for them to change of hospitals. The researcher going to use SPSS (statistical package for social science)package for getting result to interpret the information collected from the public. Methodology Primary data: through questionnaire Collecting information through

1.Questionnaires 2.Face-to-face interviews 3.Internet Sample composition Patients of Apollo hospitals as well as from some of the other hospitals patients.

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Sample size Convenience sampling: No sampling technique was employed in arriving at a sample size. It is a convenience sampling our use. Public sample size-100 (75% Apollo + 25% others).

PROBABLE SOURCES OF LITERATURE REVIEW

The researcher going to collect information about the hospitals in official hospital websites and the researcher going to refer magazines and journals of ICFAI publications and other publications.

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QUESTIONNAIRE NAME:

AGE:

GENDER:

MALE

FEMALE

OCCUPATION:

STUDENT

GOVT EMPLOYEES

NURSES

PRIVATE CO EMPLOYEES

EDUCATIONAL QUALIFICATION:

10th

12th

GRADUATION

POST GRADUATION

ANNUAL INCOME:

less than 100000 PA 200001 500000

100001 -200000

ABOVE 500000

1. Are you concern about going to same hospital?

YES

NO

2. Are you going to regular checkup?

YES If yes, specify the name

NO

3. If Yes to question 2. How many times a year?

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_________________________

4. Is the hospital providing you the best service?

YES

NO

5. Is the hospital providing you the latest technology treatment?

YES

NO

6. Is the hospital has reduce waiting time for out-patient?

YES

NO

7. Whether hospital provides you best accommodation?

YES

NO

8.Is the hospital is having enough No.of.Nurses to serve the patient?

YES

NO

9. Is the hospital is charging more cost compare for treatment compare to other hospitals?

YES

NO

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10.Is the hospital is having enough No.of.Doctors to treat the patient?

YES

NO

11.Is the hospital is having enough No.of.rooms for the patient?

YES

NO

12.Is the hospital is having enough No.of.medicines available?

YES

NO

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