QUESTIONNAIRE

A STUDY ON MARKETING OF SERVICES WITH REFERENCE

TO HOSPITALS IN SALEM DISTIRCT
SCHEDULE FOR HOSPITALS
General:
1.Year of Establishment
2.Details of the Promoters :
Qualification Years of Experience Specialization
a.Medical 0-10
b.Non-medical 11-20
21-30
31-40
40 and above
3.The person in-charge of Marketing:
Designation Qualification Year of Experience
a. Marketing a. Technician 0-5
Manager
b.Administrative b.Non-technician 6-10
Officer 11-15
c.Manager 15 and above
4.What are the core services you offer in your hospital?
a. General b. C ancer c.Diabetics d.Heart
e.ENT fKidney g.Ortho h.Skin
i.Pediatrics j .Obstetrics k.Gynaecology
j.Hyper Tension m.Any other
5.What are the additional services you offer?:
a.Blood and Other Testing Labs b.ECG
c.Scaning d.Medical Shop
e.X-Ray f.Provision for bedp_to, outside Doctors
for their patients 1 I
g.Ambulance h.Others
6.Do you have marketing Department?
Yes No
If yes, state whether: a. Formal b.Informal
7.What types of patients are your target? :
a.Lower Class b.Middle Class clipper Middle Class
d.Rich e.All
8. a)How many beds did you have at the time of the establishment of the hospitals?:-
b)How many beds do you have at present?: -
9. Opinion about the following. Do you Agree (1) Strongly Agree (2) Disagree (3)
Strongly Disagree (4) Neither Agree or Disagree (5)
1 2 3 4 5
a.Growth in the health care sector has led to increased competition
among professionals
b. Patients have incomplete information about the services offered
c. Patients are not aware of what they need without assistance
d. Hospitals have to provide information about services offered
e. Patients have the right to receive information about the services
offered
f. Doctors should be allowed to advertise
g. Sustained demand and profitability are achieved through
marketing efforts
STRATEGIES:
10.How does marketing approach help your Professional Services? :
a.An Insurance for survival b.To make awareness of services
c.An opportunity to increase turnove d.To serve effectively
e.To overcome competition f.To achieve social benefit?
g.To maximize profit h.To overcome insufficient demand
i.Any other
11.What makes your organizations more pro itable?
a.S ervice development alone b.Service development along with
marketing efforts
c.Time and Fortune d. effective strategy
e. Others
12.Have you got any marketing strategies? Yes 1 No
If yes, in which way? :
a.Traditional methods and avoiding advertising techniques
b.Minimum use of advertising like fancy brochure and new letters. I
c.Extensive advertising in electronics and print media. TI
d.Conducting and participating in seminars
e.Prepaid health care services I
f Attending and organizing Special Health Camps
g.Offering Special Schemes like master health checkup, discounts on
one time payment etc.
h.Any other
13 .Are you communicating with your Patients?
Yes No
If yes, what are the modes of communication you use?
a.Telephone b.Letters c. Telegrams
d.Telex e.Fax f.E-mail
14.What makes you to develop marketing strategies?
a.Fluctuating demand b.Organisational image
c. Service Expansion d.To identify prospective patients
e.Desire for sustained demand, growth and profitability
f.Any other
15.Do you analyse the following environment while formulating strategy planning?
a. Internal Environment b. Market environment(Patients)
c.Public environment d. Competitive environment
e.Macro-environment (Economic, Technological, Social and Political)
f.Any other
16.Do you advertise your services? Yes No
If yes, what are the modes?
a. Advertisement in print media b.Advertisement in electronic media
c.Telephone Directory d.Wall Posters
e.Advertisements through hoardings f.Maintenance of parks
g.Others
17.Who are your target audience? :
a. Business People b.Salaried Persons c.Senior Citizens
d.Others e.All
18.Which of the following is the most effective for marketing in your service?
(Give in the order of preference)
a. Widening and deepening of personal sources
b.Favourable awareness programmes (Association, Membership,
Seminar, Scholarship, Awards, Camps)
c.Service and Market Specialisation
d.Replacing Patients
e.Any other
19.How do you motivate and influence the prospective patients to seek your services?
a.Best quality service b.Sharp pricing and discounting
c.Slick brochures d.Social Service e.Any other
20.Do you seek feedback from your patients about their satisfaction? :
Yes No
If yes, how do you measure this satisfaction?
a. Repeated Calls b.Influencing other patients
c.Appreciation d.Presenting Memento
e.Soliciting (Doctors) for social and family function
21.How much time do you allocate to listen to your patient's problems?
a. Sufficient time allocated while meeting the patients (patients)
b.After working hours, time is allocated c.During informal chat
d.No time allocation e.Any other
22.Do you reward patients for frequent use of your services?
Yes 1 No
If yes, by?
a.Giving discount b.No fee for certain consultation
c.Free medicines d.Others
23.Do you offer additional service and benefits to your patients?
Yes No
If yes, what are they
a.Easy payment option b.Accept Credit Cards
c.Free supply of educational materials d.Free Medical Certificates
e.Samples at free of cost f.Service out of office
g.Others
24.What are the sales promotion activities that you undertake?
a.Executive Health Checkup b.Medi-card
c.Insurance Schemes d.Health Card
e.Discount on Medicard fOthers
25.Give your opinion with the following:
Agree(1) Strongly Agree(2) Disagree (3) Strongly Disagree (4)
Neither Agree nor Disagree (5)
1 2 3 4 5
i)There is a need for Separate formal marketing department for
Hospitals as in the case of goods marketing .
ii)An informal marketing department is enough
iii)Marketing research is essential to plan for future programme
and for survival
iv)Rendering additional services to patients will attract more
service
v)Cost escalation and competition accelerate increase is
productivity / services
vi)Brand advertising creates the image of quality
vii)Advertisement by hospitals will improve the turnover
viii)Hospitals are also marketed indirectly through existing
patients, other doctors, druggists and chemists etc.

26.How important the following attributes while choosing the place for Hospitals?
Very Very Important (1) Very Important (2) Important (3) Slightly Important (4)
Not Important (5)
1 2 3 4 5
i)Places where competitors are located
ii)Proximity to transport facility
iii)Proximity to facilitating intermediaries (X-ray, Medical Shop,
Testing Labs)
iv)Thickly populated area
v)Anticipated trends in population
vi)Easy accessibility to patients
vii)Flexibility of the arrangement for the sight
viii)A place away from congestion
ix)Low cost of plots or mortgages and maintenance
27.How will you rate the following modes of propaganda? Very Good (1) Good (2)
Neither Good Nor Bad 3 Bad 4 Very Bad 5
1 2 3 4 5
1.Newspapers and Magazines
2.Byword of mouth
3.Print Media
4.Electronic Media
5.Film
6.Seminars and Conferences
7.Social Services like conducting Free Camps, Maintenance of
Parks etc.
FEE SETTING:
28.What are the objectives of fee setting
a.Profit maximization b.Market Penetration (lower fee)
c.Market skimming (higher fee) d.Cost Oriented
e.Demand Oriented f.Competition Oriented
g. Satisfying patients h.Sufficient returns to shareholders
29.How do you fix your fee?
a.Fixed Fee b.Fee depends on services
c.Fee depends on patients d.No rigid formula
e.Any other
30.What are the tactics followed while fixing fee?
a.Offering Packages b.Demanding Premium
c.High Fee, High Quality d. High Expectation
e.Low Fee f.Reasonable Fee
31.Indicate your response to the following Agree (1) Strongly Agree (2) Disagree
3 Stronlv Disagree 4 Neither Agree Nor Disagree 5
1 2 3 4 5
i.Low fees amounts to rendering low quality of service
ii.Fixing of low fee stimulates rapid market growth
iii.High Fee is an indication of high quality of service
iv.A low fee would discourage actual and potential competition
v.Patients are to be informed about fees before they actually
receive the service

32. Suggestions, if any:

 A STUDY ON MARKETING OF SERVICES WITH REFERENCE TO
HOSPITALS IN SALEM DISTRICT
SCHEDULE FOR RESPONDENTS (PATIENTS)

I. Demographic Information
1.Age (in years)
<20 20-30 31-40 41-50 51-60 above
2.Sex
Male Female
3.0ccupation
Job Business Profession Agriculture
4.Monthly Income
Upto Rs.5,000 Rs.5,000 10,000 Rs.10,000 15,000
Rs.15,000 20,000 Above Rs.20,000

II.Selection of hospitals and service quality assessment

1.What type of medicine do you take?
a. Allopathy b. Ayurvedic c. Siddha
d.Homeopathy e. Unani f.Any other
2.Where do you search for availability of specialists?
a. Family Doctors b. Advertisements
c. Friends, Co-workers and Relatives d. Yellow Pages
e. Any other
3.Whom/What do you prefer for the following?
1.0rdinary Illness
a. M.B.B.S. Doctors b.Post-graduate Doctors
c. Self-medication
2.Major Illness
a. M.B.B.S. Doctors b. Post-graduates (Specialist)
c. Foreign Doctors
4.Are you uncertain about the criteria in selecting hospitals?
Yes No
 If yes. State the reason
a. Lack of prior experience b. No reliable suggestion
c. Conflicting suggestions/opinions from friends and relatives
d. Too many hospitals e. Any other
5.When you perceive any difficulty in gaining access to a particular hospital, what
do you do?
a. Choose a more accessible hospital b.Postphone the treatment
c. Forego the service altogether d. Any other
6.While receiving the core-service do you expect any auxiliary service?
Yes No
If yes / What are they?
a. Medical Store, X-Ray Scanning, Laboratories b.Canteen
c.Travel Services d.Any other
7.How do you measure the quality of health service?
a. Time taken to offer service b. More patients waiting for treatment
c. Fee d. Doctors busy in attending patients
e. Doctors with supporting equipments
8.Do you agree the following statement: Doctors who are very busy are
highly competent. Agree Disagree
9.Give your opinion with the service you have received?
a. Somewhat satisfied b. Satisfied
c. Highly Satisfied d. Dissatisfied
e. Highly dissatisfied f. Neither satisfied nor dissatisfied
10.If you are not satisfied, what do you do?
a. Consult Specialist b. Switch over to hospitals with equipments
c. Any other
11.Assuming the Doctor is friendly, honest, patient and efficient; do you feel
that you are treated fairly and respected manner with quality service?
Agree Disagree
12.Do you look for the following factors while judging the quality of hospital
service?
a. Functional quality b. Corporate image c. Technical quality
13 .Are you informed or not informed about fees before you the service?
Informed Not Informed
 14.Do you tolerate higher fees for hospitals with strongly positive reputations or
images or specialization?
Yes No
15.Do you compare the fee of various hospitals before availing of the services?
Yes No
16.Are you aware of fee differentiation before or after availing of the services?
Yes No
If yes in what way?
a. Refuse to make payment b.Seek clarifications
c. Ask for reduction d.Decide to switch over to another hospital
17. PLEASE TICK YOUR CHOICE WHILE CHOOSING A HOSPITAL SERVICE
May or
Defi- In-dined Not in- Definitely
Statements May
nitely to clined Not
Not
1.Previous involvement with
this type of service.
2.Tryto remember what
alternative my friends have
3.Pay attention to printing
media, ads, about the service
before buying.
4.Ask a member of your family
or a relative for their opinion.
5.Rely on past personal
experience.
6.Ask for the opinion of a friend
or some one you know.
7.Ask for the opinion of
Druggist/Chemist
8.Try to have experience by
availing of the service.
9.Read available Information
from a broche, pamphlet
provided by the hospitals.
10.Ask for the opinion of an
employee of the firm offering
the service.
11.Be ready to make a purchase
selection and not worry about
acquiring more information
_prior to buying.
 18. PATIENT'S EXPECTATIONS FROM HOSPITALS
Neither Highly
More Important Not
Statements Important Not
Important nor not Important
Important
important
1.1 expect my Doctor to be
easily available.
2.Appointments should be
made conveniently.
3.1 expect my Doctor to
disclose the fees before the
services
4.Latest medical
equipments should be
available.
5.All the results of my tests
should be disclosed to me.
6.1 expect my Doctor to talk
to me in a non-technical
language about my physical
problems.
7.1 expect the doctor and
the supporting staff to be
service minded.
8.1 expect the fees for
various service to be
reasonable.
9.1 would prefer my Doctor
explaining tests and
procedures to me rather
than the Nurse or
receptionist
10.1 should be able to see
my doctor in case of
emergency.
11.1 would like to receive a
reminder about my regular
visit to the hospitals
12.1 would like to have
more health related
information available in the
reception area.
13.1 expect the medical
service to be available to
suit my schedule.