MISSION STATEMENT

"Our Mission is to bring healthcare of International standards within the reach of every individual. We are committed to the achievement and maintenance of excellence in Education, Research and Healthcare for the benefit of humanity."

Objective Our Vision is Our Way of Life Apollo Hospitals Dhaka (AHD) enjoys the distinction of being the first private sector for-profit corporate hospital in Bangladesh. We started our operations as a tertiary care super specialty hospital on April 16, 2005. Its affiliation with prestigious quality brand of Apollo Hospitals Enterprises Limited (AHEL) of India, reflects the International Standard for Quality and Patients Safety in providing corporate healthcare and consumer value in our market niche. Being the first and only Joint Commission International Accredited hospital in Bangladesh, AHD leads with clear superiority in healthcare solution market proving once inaccessible pinnacles in healthcare delivery parameters can be reached. Of course our clinical excellence today, is unmatched. But the courage- the courage to go first as a for-profit corporate hospital in this country, to lead, where none has gone before is doubly unmatched. Apollo Hospitals Dhaka is a smarter high-tech hospital than many in the country; hence the problems we have here are, solvable. While it cannot eradicate diseases or even reduce them, technology can certainly help mitigate losses and alleviate patient suffering. Based on analysis of affected areas, skilled medical staff can be guided to manage patients, diseases, outcome and consequences. In AHD, our strength is built through struggle and hardship to upkeep consistent quality in every aspect of patient service. All of us share that strength with tremendous compassion and empathy. Our optimism comes from the belief that all of us have the capacity within us to improve our patients health and contribute productively to their condition and thus the opportunity to build lives that are better, fuller and healthier in every way. Through our actions to make quality healthcare accessible to our patients, everyday we prove that our service isnt mere occupation, but a way of life. Apollo Hospitals Dhaka is staffed with people having natural tendency to help, combined with the qualities of mind and sprit that always seek to reach out and connect to patients. When we counsel our patients, we give those who hear us confidence not only in us but also in themselves to get well. Not only we listen to our patients, we hear what is actually said by them. We need to know about our customers pains and problems, so we can help. So we can change their life. And not later or a little bit, but now, profoundly.
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Executive summary

The objective of writing this report is to develop our concept about the various aspects of the Marketing. In fact marketing plays a vital role in todays business arena. The stronger the marketing, the more successful is the organization. We found that the marketing system is so much advanced as such we expected.

In order to cope with the global challenges of the business all organization should develop their marketing system time to time. The marketing should be increased significantly by adapting the most advanced technological features.

Apollo Hospitals is a major hospital chain based in Chennai, India. It was founded by Dr. Prathap C. Reddy in 1983. Apollo is the largest private healthcare provider in Asia and the third largest in the world, with hospitals in India, Sri Lanka, Bangladesh, Ghana, Nigeria, Republic of Mauritius, Qatar, and Kuwait.

1. 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 American-based Joint Commission International (JCI).

2. 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.

3.

However, they have not as yet acquired international accreditation from any hospital accreditation group from outside of the USA. The group has developed services in telemedicine, after starting a pilot project in 2000 in Dr Pratap C. Reddy's own home village.

Apollo Hospitals Dhaka is an 11 (eleven) storied building built on 4 acres of land with 435,000 sqft floor space which commenced construction on November 2000 and completed the same on March 2005 with the assistance of renowned architect Smith Group, USA. Apollo Hospitals Dhaka started its operation on April 16, 2005 with a mission to provide high quality international standard healthcare that will meet the needs and exceed the expectations of the people of Bangladesh

Apollo Hospitals Dhaka now serves its patients with a complete dialysis unit with private rooms; lithotripsy service (treatment of kidney stones), 69 ICU beds (including 12 Cardiac ICU beds, 11 beds for CCU, 4 beds for post CCU, 9 beds for Neuro ICU and 16 beds for newborn), 12 High Dependency Unit (HDU), 92 Standard beds, 48 Semi private beds, 24 single private beds, 26 Deluxe beds, 5 Suites and 12 other category beds. Its Accident & Emergency Department is staffed with UK qualified physician with 8 dedicated emergency beds; and 21 beds for day care facility. The state of the art Radiology & Imaging Department include 1.5 Tesla MRI, 64 slice CT Scan Color Doppler, Ultrasound and Gamma Camera, which have created the most modern radiology service in the country, with equipment that is faster and capable of conducting a wide range of examinations with a higher degree of detail. This is in addition to EEG, EMG, neurophysiology, ECG, Stress test and pulmonary function test, matched by the state of the art Laboratory Services.

In the year 2009, the revenue of Apollo Hospitals Dhaka was 1701.95 Million Taka while in 2008, the revenue was 1348.08 million taka and in 2007, the revenue of the company was 1286.29million taka.

Apollo Hospitals Dhaka is the only 'JCI Accredited' 450-bed multi-disciplinary super-specialty tertiary care hospital in Bangladesh, confidently providing comprehensive health care with the latest medical, surgical and diagnostic facilities. These services are provided by expert medical professionals, skilled nurses and technologists using state-of-the-art technology. Apollo Hospitals Dhaka is not all about cutting-edge technology and performance driven skill of its doctors and nurses; it is also about hope as symbolized by the flames of hope, in the torch in its logo.

Since its inception approximately 216067 patients have registered with Apollo Hospitals Dhaka. Outpatient consultations: Over 596706 patients availed Out-patient consultation across 29 disciplines since our inception.

THEY HAVE

OPD with All Specialties, 11 Operating Rooms with best infection control system in the country; 25 bed Day Care Unit, Physical Medicine & Rehabilitation Center, Vaccination Centre and Counseling Centre. It is the only hospital in the country, where all in patients are having dietitian service every day. They have 5 Centers of Excellence, details of which are Mother and Child Health Centre, Neuroscience Centre, Heart Centre, Kidney & Urology Centre, Bone and Joint Centre.

It is now the largest telemedicine provider in India with 71 centers.

Another venture of the group is Apollo Health Street, a global healthcare services company. It offers business process outsourcing (BPO)and IT services internationally, operating out of three countries - the United States, the United Kingdom, and three centers in India (Hyderabad,New Delhi, and Chennai). The success of Apollo Hospitals has made it the topic for Harvard Business School case study

Situational Analysis
A situational analysis is a process that helps a project team create together a common understanding of the projects context.With the help of situational analysis apollo hospital has a better chance of developing appropriate goals and objectives and design activities that will help to achieve them.For apollo hospital the situational analysis is the first essential step in developing and implementing their action, monitoring and operational plans and without it is nearly impossible to develop goals,objectives and activities for the company. Management Levels:-apollo hospital like other organizations function on three distinct but overlapping levels,each requiring a different managerial focus and emphasis.The three levels are the operations,technical and strategic level. Operations Level:The operations function is the core of every organization and the managerial task here is to develop the best allocation of resources that produces the desired output.Mr.Kishwar Imdad is the head of operations level and all the work is carried out under his supervision.Doctors and other medical staff are assigned specific tasks which they perform accordingly.Apollo hospitals main objective in this level of management is to effectively perform all the facilities which their hospital offers and to give 100 percent satisfaction to their patients.

Technical Level: The technical function of the hospital is to co-ordinate the activities and also to decide what services to produce and offer to their patients. These are basically the focus of the technical level of management. Managers in this level make sure that they have the correct materials and their services get sold. The services that Apollo hospital offers to their patients are the following: anesthesiology, cardiology, cosmetic and plastic surgery, dentistry, dermatology, dialectology, ENT, endocrinology, fertility centre,gastroenterology,hematology,neonatology,nephrology,neurology,orthopaedics,pediatrics,rhe umatology,urology,radiology,traumatology,emergency services, lab services, general medicine and lastly general surgery. There are various specialist doctors, surgeons and other medical staff who run all these departments ensuring the best quality treatment for their patients.

Strategic Level: The strategic level of management task is to make sure that the technical level operates within the bounds of society and the they must make sure that their services are provided in an socially acceptable manner. Thus the strategic level decides the long term objectives and direction for the hospital. The strategic level of management is run by two individuals who are the Chief Executive Officer-Mr. Michael S.Plotter and Chief Operating Officer-Mr.Shahjahan Majumder,FCA .Under them there are heads of every department who report to them directly. Apollo hospitals Dhaka being in the business of hospital service believes that no amount of skilled health professionals can and cutting edge technology will be successful unless and until it is delivered with a complete package of dedication, commitment, loyalty, care and quality. The management totally focuses on patient care, safety, rights, responsibility and confidentiality. The top management uses strategies like arranging country wide seminars where consultants go to local physicians and let them know about the latest and most advances treatments.Facility tours are arranged in their hospital for doctors of all categories so they get familiar with the tertiary care services. There are also information centers located in chittagong, bogra and sylhet where the patients can get any type of information regarding apollo hospitals dhaka. This makes their service more accessible to the local people also. So these are basically the business development strategies used by the top management to expand their business with the combination of providing effective and quality services to their valued customers.

SWOT ANALYSIS

A SWOT analysis is a strategic balance sheet of an organization; that is the strengths of the organization, the weaknesses of the organization, the opportunities facing the organization, and the threats facing the organization.

Strength:
Apollo Hospitals, Dhaka is at the forefront of medical technology and expertise. It provides a complete range of the latest diagnostic, medical and surgical facilities for the care of its patients. In addition, it offers a world-class range of services and specialists, ambience and service. The 450-bed super-specialty facility is poised to deliver advanced tertiary care of international standards to the people of Bangladesh. The story of Apollo Hospitals became a case study at the prestigious Harvard University. It is often said that nothing happens, unless there is a dream first. At the genesis of the Apollo story there was a dream. A dream so powerful, that it helped transform the medical landscape in Bangladesh. Today Apollo Hospitals is not just one of the country's premier healthcare providers but has also played a pioneering role in helping Bangladesh become a center-of-excellence in global healthcare. However the largest achievement of the Apollo Group has been to take quality healthcare to across the length and breadth of Bangladesh. Apollo has succeeded in being more than just a quality healthcare provider. It has been a major player in scripting the medical landscape of the nation. This is primarily because the group has continuously been at the helm of several gamechanging innovations in Bangladesh healthcare. By the start of the new millennium, Apollo Hospitals Group had become an integrated healthcare organization with owned and managed hospitals, diagnostic clinics, dispensing pharmacies and consultancy services. In addition, the group's service offerings include healthcare at the patient's doorstep, clinical & diagnostic

services, medical business process outsourcing, third party administration services and heath insurance. To enhance performance and service to customers, the company also makes available the services to support the business of healthcare; telemedicine services, education and training programmers & research services and a host of not- for- profit projects.
The services are provided by expert medical professionals, skilled nurses and technologists using state-ofthe-art technology. Apollo Hospital Dhaka is not all about cutting-edge technology and performance driven skill of its doctors and nurses; it is also about hope as symbolized by the flames of hope, in the torch in its logo.

Reduced Patient Waiting Time for Appointment and Billing Reduced Patient Waiting time at Pharmacy for collection of medicines Reduced time for diagnostic Result preparation by directly capturing the data from machines Patient Records available in the hospital and can be referred by any consultant any time from any location On-line Statistical Data is available to Middle and Top Management for Decision Making Financial Data available at any given point of time Human Resource data available on-line for taking any decision on Manpower available and manpower required Strengthens community confidence in the quality and safety of care, treatment and services Improves risk management and risk reduction Provides education on good practices to improve business operations Provides professional advice and counsel, enhancing staff education Enhances staff recruitment and development Some more strengths of the Apollo hospital are:

1) Availability of expertise nursing staff, in spite if problem of nursing shortage. 2) Availability of job description of all nursing levels. 3) Compliance code of ethics of hospital health care providers 4) Periodically evaluation of doctors and nurses 5) Availability of in service education programs

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6) Health care providers development ( physicians, nurses, multidisciplinary team) 7) Good interdisciplinary working place social support. 8) Availability of the hospital infrastructure. 9) Strong informal communication channels among hospital departments. 10) One of the top ranked hospitals in Bangladesh

Weakness:

Apollo hospital management and design teams of architects and engineers have to consider both shortterm circumstances, such as the rapidly changing technical aspects of medical treatments, and long-term building parameters providing space and flexibility for future upgrades, improvements, and adaptations of an existing facility to meet future requirements. No doctors are able to forecast future health care environments. Yet, hospital architects and hospital managers need to predict the features that future healthcare facilities will require in order to justify the investment needed to realize such projects in a rapidly changing world of increasing technical, economical, environmental, and medical demands, not to mention patients expectations. Sometimes Apollo hospital serves low-volume Emergency Medical Services (EMS) providers. One major weakness of Apollo hospital is that it is not comprehensive. This means it does not help you pay for any type of medical care outside of what you would receive if you are accepted as an in-patient in the hospital.

Some other more weaknesses of Apollo hospital are: 1) Lack of work innovations and creativity work atmosphere. 2) No competition especially among nurses themselves and other health care providers. 3) Low commitments of hospital policies and regulations. 4) Patients are taking admissions from the rich and upper middle class of the society as treatments are very expensive. 5) Too much trial and error towards problem solving 6) Centralized structure of hospital administration 7) Inability of some nurse departments o empower their followers 8) Absents of qualified persons / doctors capable of leading quality improvement programs. 11

Goals and Objectives:

The goals and objectives of Apollo Hospital are to:

Assure quality nursing care. Offer home care as a reasonable alternative to acutely, chronically or terminally ill clients. Provide and promote continuity of care for clients at home, to and from the hospital, nursing home, or extended care facility. Promote the highest level of rehabilitation and independence. Offer care and support for terminally ill clients and families. Provide knowledgeable staff in numbers sufficient to provide an appropriate level of care and frequency of visits. Provide quality management through continuous evaluations of client care through review processes. Provide quality care by teaching and monitoring clients response. Provide high quality health care services in a cost-effective manner.

Opportunity:
1) Apollo hospital has a strong relationships and form of collaboration with other government hospitals and health departments. 2) Apollo has the ability in hospital departments and healthcare services. 3) Location of the hospital will serve large population in further future. There will be more available connections and resources. 4) Apollo hospital has opportunity to create training program and courses in health by collaboration with the health faculties that train their students in the hospital. 5) Public transportation to the hospital.

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Threats:

Improving quality, managing costs and gaining business advantage in the healthcare sector can be a threat to Apollo hospital if they are unable to control these. Apollo hospital is gathering more and more clinical information and the purpose is to provide the best care and the best information and support care to patients. Doctors in Apollo hospital sometimes make huge numbers of very, very life-threatening decisions. Hospitals are making big investments in health care information systems, electronic medical records, with the goal of making sure that the right information is available at the right time to the clinician wherever the patient is but Apollo hospital is weak in making big investments which is a threat to Apollo hospital.

Some of the more threats to Apollo hospital are:

1) Low staff income (other than doctors) in terms of international standard healthcare service. 2) Unavailable good community outreach initiative 3) Very mild progression of technology advancement and updated devices. 4) The ability to attract and retain nursing staff due to lower salaries. 5) Insufficient of central funding resources. 6) Reluctant to go for external funding for development of nurses and other hospital employees. 7) Lack of internet resources (i.e. search engine, online journals).

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Management Issues

Apollo Hospitals Dhaka is an organization that has been providing hospital services in Dhaka, Bangladesh. According to sources of Apollo Hospitals, Dhaka, it is considered to be the largest private sector hospital in Bangladesh. Since its inception in April 16, 2005, Apollo has grown rapidly. At Apollo, the form of authority is totally centralized and all the decisions of governance are made by STS HOLDINGS Ltd solely.

Due to good governance, it was possible for Apollo Hospitals Dhaka to minimize all the management issues. The Board of Directors assigned Chief Executive Officer to break down the full operations into four prime divisions; Director of Medical Services, Director of Nursing Services, Chief Operating Officer and Director of Human Resources. These four divisions basically looked after the management of the hospital.

In total, there are 12 departments which are run by the four prime divisions. They are Quality Division, Medical Services, Operation Theatre Division, Nursing Division, Hospitality Services, Operations, Supply Chain and Facility Management, Bio medical, Business Development, Information Department, Finance Department, Health Care Process Department and finally Human Resource Department. The most important operational role at Apollo Hospital, Dhaka is played by the Chief Operating Officer who himself is in charge of eight subdivisions. In the operational level, there is a General Manager in each department. Each department is further divided into different groups in order to bring efficiency.

Since Apollo Hospitals Dhaka follows a downward way communication method, all decisions are made from the strategic level of management and the information flows down the chain of command. According to the Chief Financial Officer of STS

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Holdings, the strategic level of subdivided the chain of command in such a complex and unique way that makes the hospital to run smoothly and efficiently. The management themselves have identified certain management issues, for example, Financial challenges, Healthcare reform implications, Care for the Underprivileged, Patient safety and quality, Governmental mandates, Physician-hospital relations, Patient satisfaction, Technology, Patient safety, Quality Services. Over the years they have actually conducted surveys in order to better manage the issues regarding efficient hospital management.

Issues Financial Challenges Healthcare Reform Implications Patient Safety and Quality Government Mandates Physician-Hospital relations Patient satisfaction Technology Quality Services

2009 76% 45% 69% 14% 78% 62% 80% 82%

2008 56% 29% 54% 19% 51% 50% 68% 63%

2007 35% 36% 32% NA 45% 56% 68% 61%

Top Issues Confronting Apollo Hospitals, Dhaka over the last three years

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The table above shows how Apollo Hospitals Dhaka has improved on the management issues over the last three years.

Bibliography

1) Mohammed Giazuddin. Chief Financial Officer, STS Holdings Ltd. July 26.2010. 2) Apollo Hospitals, Dhaka. Annual Report. Published on June 2010.Published in Dhaka. 3) Apollo Hospitals Dhaka. www.apollodhaka.com.Updated on 2010. Aamra Infotainment. Retrieved on July 15. 2010.

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