EWING CHRISTIAN

INSTITUTE OF
MANAGEMENT &
TECHNOLOGY

MANAGEMENT CONCEPTS &

APPLICATION

CASE STUDY

SUBMITTED TO: ATUL HERMIT

SUBMITTED BY: PRAGYA SINGH
MANSI SRIVASTAVA
ANKITA SRIVASTAVA
TULIKA SRIVASTAVA
 CASE STUDY ON:

Dr. Jaya B. is renowned orthopaedic doctor and surgeon with a

really good track record of over 2 decades for successfully
treating complex orthopedic cases. She has completed her
MBBS studies (for which she received a gold medal) from Lady
Harding College, Delhi and her MS studies at the King Medical
College, London. After serving RML Hospital for more than 15
years, Dr. Jaya opened her own specialty hospital in Noida about
2 years ago.
Initial response to the hospital services was really good, with
this medical centre quickly becoming one of the top
destinations for orthopedic surgery in NCR. However, lately the
turn-out of patients (both in- patient admission & out-patient
registrations) has been gradually reducing with patient
complaints becoming almost regular. Very recently, one of such
patient complaints had almost resulted in the hospital license
getting suspended. Dr Jaya is really worried. She does not
know what exactly has gone wrong and how she can (along
with her efficient team of doctors) can turn around this
situation.
Dr. Jaya has finally hired you last week as a famous business
consultant. Your job is to try and understand the possible
situation and come up with the most appropriate solution(s)
set to help Dr. Jaya’s hospital regain its almost lost fame &
business. You’re recommended to use the decision making
process in this respect.
 PROBLEM AT HAND
Dr. Jaya is a renowned orthopaedic surgeon
running her own hospital in the NCR region.
Turn out of patients has been gradually
declined.
Several complaints has been registered
because of that the license of the hospital is
on the verge of suspension.
Image of the hospital is damaged after several
complaints.
Eventually Dr. Jaya’s hospital is going on loss.
REASONS BEHIND THE
PROBLEM
1- Scarcity of experienced and non experienced hospital staff :-
Initially Dr Jaya’s hospital was running well but later on due to the non-hiring of new
experienced and non experienced doctors, nurses and other staff, both in- patient and
outpatient registration has been gradually declined with regular complaints.
Patients were not being attended by the doctors and nurses properly.

2- Presence of technically unskilled employees :-

There are many orthopedic test machineries which could be operated by only technically
skilled staff.
In case of Dr Jaya’s hospital skilled employees for that particular machineries are less in
number, due to this many tests has been done by those staff members who had no proper
knowledge of that equipments & machineries.
3- Over stretching of time schedule of the hospital staff:-
As we have discussed above there is a scarcity of hospital staff, the time schedule of
current staff is overstretched. They are overburdened with work that leads to job
unsatisfaction among the employees.
Due to this the patients were not getting quality treatment from the doctors and nurses
were not attending the admitted patients properly.
4- Rude behavior of hospital staff towards the patients:-
The existing employees are already overburdened with their respective tasks, hence they
do not get proper time to relax that is why they behave rudely with the patients.
They interact badly with patients hence, new patients feel reluctant in going to the
hospital again
5- Unavailability of test reports on proper time:-
As the technical staff is less in number, the existing staff is unable to produce the reports
on time.
That is the reason new patients feel reluctant in going to the hospital for further tests.
Due to delayed test report generation few patients were got serious as they were in need
of urgent treatment as well as medication.
 APPROACH
SUGGESTIONS
Sufficient number of doctors and nurses should be
there to attend all the patients properly.
Hospital staff should be given several job perks so as to
boost their interest in job.
Polite behavior of hospital staff will attract more
cutomers.
There are many orthopedic hospitals in the NCR region
, so it’s bit tough to attract more patients without even
providing them some extra facilities. It could be
,providing them hygienic food at cheaper price, online
appointment service should be there so that patients
do not have to wait long in the que.
Intially the doctor’s appointment fees should be
nominal.
Proper branding of the hospital should be done by
external advertising and promotional agencies.
Dr. jaya has a plan of opening charitable hospital in the
future.
 ACTUAL SOLUTIONS
1-Solution to overcome scarcity of hospital staff:-
To appoint experienced and trained hospital staff with the help of paid sources
that could be several online jobs portals, recruitment consultancies etc.
Additionally Dr Jaya could also use her own contacts to get such experienced
& non experienced employees.
Dr Jaya can get the nurses from nursing institutions in bulk.
2- Solution to get technically skilled employees for operating the hospital
machineries:-
For that Dr Jaya could take the help of outside agencies, who provide training
to enhance the technical knowledge of the current employees.
Additionally, they could hire technically skilled employees by taking the help
of paid sources.
3-Solution to overcome the overstretching of the time schedule of the hospital staff:-
By hiring new staff, there will be more human resources to deal with every
situation.
By hiring these new staffs they can delegate their work respectively to the
concerned employees of different departments.
4- Solution to overcome the problem of rude behavior of hospital staff towards all
patients:-
The first solution is to establish a separate department which helps the hospital
staff to improve communication skills.
The department’s main objectives will be to train the hospital staff, how to
interact with the patients and how to deal with critical situations without being
irritated.
This will help in improving the staff members’ behavior to be polite towards the
patients.
5- Solution to get the test reports on time:-
Once the sufficient amounts of employees are being hired, reports could be
generated on time.

After several complaints the brand image of the hospital gone down. To recreate
the brand image of the hospital, Dr Jaya would take the help of the external
advertising & promotional agencies, so that lost image of the hospital could be
regained.
 BENEFITS FROM
SOLUTIONS
The lost fame of the hospital would be
regained.
In-patient and out -patient registrations will
go up.
Quality treatment would be given to the
patients.This will create patient satisfaction
More patients would prefer to go to Dr.
Jaya’s hospital for orthopaedic treatment
and surgery.

Brand image of the hospital would be

created in the customer’s mind.