Aravind Eye Hospital, Madurai,

India In Service for Sight

Surabhi Sharma
S.No 24

Q.1 How do you evaluate the quality of service at--

in Hospital:

ost of cataract surgery Rs.500 to Rs.1000 Value for money

,B, & C class rooms, different privacy and facilities Treat me as valued
everal doctor on duty Address my need on first contact
esting facilities(Ocular tension, tear duct function, refraction test)
Desire to meet my needs
etina specialty section - Knowledgeable employees
atient awakened early, light breakfast before surgery Courteous employees
atients were seated and prepared for surgery in fixed numbers as per the
resource availability 5minutes ECCE cataract surgery Company can be trusted
tructure process in operation theatre - Company can be trusted

Q.1 How do you evaluate the quality of service at--

ree Hospital:

Free hospital (patient relatively poor to main hospital ones): basic need
Temporary shelter waiting area for registration Not the requirement
First time patients were directed to different line Address the need
on first contact
Patient flow crowded Address my need on the first contact
Same sequence as of main hospital Company I can trust
Staff-in-blue helping and guiding patients Courteous employee
Tired patients rests on floor Desire to meet my needs
More commotion observed Desire to meet my needs
Similar flow of surgery Company I can trust
No IOL insertion, aphakic glasses used value for money
Conversation with patient while operation Personalized service
Patients were provided floor mats instead of beds Value for money
One type of room with capacity of 20 30 accommodation value for money
Details kept of all post-operative complications Quickly access information
Complicated operations were directed to senior medical officers
- Company I can trust

Q.2 What has been the role of Aravinds clinic and support staff ?

Work with sponsors

Helping and guiding patients
Registering the entry
Directing them for respective tests
Nursing
Organizing logistics
Arranging physical facilities

e there any weaknesses in the Aravinds model of delivering eye care?

Registration

Final
examination
by senior
medical
officer

Vision
recording

Preliminary
examination

Refraction

Testing of
tension and
tear duct
function

Optical shop

Unable to manage peak hours

Theni facility utilized below average
High cost and low quality camps

Role of Arvinds clinic and support

staff
To achieve excellence in service Marketing by
External marketing : Cure blindness caused by cataract and
provide quality eye care at reasonable cost, Reach as many
people as possible for eye treatment
Internal Marketing : Training and motivating staff to serve the
patients well and make all sort of people feel at ease. This can be
done if the staff view the entire exercise as a spiritual experience
Interactive Marketing: Organizing Camps, sponsored by local
businessmen, to attract more patients so that people gets aware
of this problem and can be cured from blindness caused by
cataract
To be aligned with Dr Vs thinking of pushing the mind and body
to its highest effort level, irrespective of the income, to make
peoples lives better

Weaknesses in Arvinds
Model
Travel Issues
Attracted a lot of customers through camps but it still required the
selected patients to come down to the hospital for surgery and many
could not stay away from their house for long

Occupancy Rate
inflow of patients was irregular ie sometimes overcrowded sometimes
slack (below its capacity).This reduced the average rate of occupancy
of the hospital

Reach
As the patients are taken to the hospitals after screening for surgery,
the camps could not be held anywhere far from the hospital

Salaries
The salaries were comparitively low in comparison to the private
hospitals therefore it wold be difficult to retain the best talent for long
and also the medical staff would not be able to grow at a rapid growth

Quality Service Free

Hospital
Responsiveness

Reliability

Highly reliable
Cataract
removal
technique used
gives more than
95% chance of
improved vision

Empathy
Doctor gets
into
personalize
talk with
patient to
make them
comfortable

Assurance

Highly responsive.
At camps, Arrvinds
team screen patient.
Those require
surgery were
transported to
Madurai. They were
returned after 3
days after surgery
and recuperation

Specialist use to
sit at separate
floor and senior
medical official
use to analyze
final operation
report

Tangibles

Almost all surgeries

ICCE ECCE only
because of medical
reason
Only one of the
operating table
equipped with
operating microscope

Quality Service Paid

Hospital
Responsiveness

Reliability

Highly reliable
Cataract
removal
technique used
gives more than
95% chance of
improved vision

Assurance

Highly responsive.
Provided A,B,C class
rooms, each with different
level of privacy. People
divided into 2 groups after
sequential series of
evaluation. In patient
admission time for surgery
within 3 days

Specialist use to
sit at separate
floor and senior
medical official
use to analyze
final operation
report

Tangibles

Empathy

Doctor gets
into
personalize
talk with
patience to
make them

Both ICCE cataract as

well as ECCE
treatments
Both the other
operating tables were
equipped with
operating microscope
3 classes of bedroom
A,B,C with diff level of

Recomendation
Local Eye Care Centres
Local eye centres to offload the workload of 3 hospitals by
holding the screening tests and follow-up check ups
located in a place such that the travelling of patients is
minimized. This would increase the acceptance rate

Franchising
franchising of the centres by forming partnerships with
other hospitals

Onsight surgical facilities (MOU)

To recruit and retain the doctors
To change the number of hours of working
To reduce the defects in the lenses