JEEVAN SURAKSHA

HOSPITAL
Presented By-
TEAM 8
DR. AMIT WADHWA
DR. DHEERAJ GUPTA
DR. PRASHANSA AGRAWAL

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 Content
Introduction of JSH
Mission & Vision of JSH
Marketing Plan
Operation Plan
Human Resource Plan
Financial Plan
Conclusion

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 raksha Jeevan Su
Jeevan Su raksha
Hospital Hospital

Name Of Hospital- Jeevan Suraksha Hospital

Address- Road no. 3, Darzi chowk, Bareilly, Uttar Pradesh

Web site- www.jeevansuraksha.org.in

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 About JSH…..
• 60 Beds Hospital
• Located in Bareilly, Uttar Pradesh state
of Northern India.
• Providing Primary, Secondary and a
certain level of Tertiary healthcare.
• Services: Services mix
 General Medicine
 General Surgery
 Gynaecology and Obstetrics
 Paediatrics
 Dialysis unit working as an independent
Strategic Business Unit.
 Other speciality services like Cardiology
Consultation, Diabetic Consultation etc.

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 Mission of JRH
To provide appropriate, accessible,
affordable and quality healthcare to
people by our commitment to
excellence and leadership.

Vision of Hospital
Jeevan Suraksha hospital’s vision is to deliver
high quality, cost effective healthcare in the
communities we serve. Jeevan suraksha should
become the first choice for health and medical
services for residents of Bareilly (Utter Pradesh)
and maintain a unified effort in providing high
quality patient focused services to the
community.

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 Marketing Plan
1) Market Analysis

2) Objectives

3) SWOT Analysis

4) Marketing Strategy, Sales Plans & Projections (market mix)

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 1.Market Analysis
1) Semi-Urban and Rural India accounting to
70% of the total population.

2) Market size- The population of Bareilly is

36,18,589 inclusive of urban and rural
Bareilly. The growth rate (1991-2001) was
26.96% according to census of India 2001.

3) Target Market – Urban, Semi-Urban and

Rural population of Bareilly.

4) Market Segmentation: Geo, Demo &

Behavioural factors
http://www.censusindia.gov.in/Dist_File/datasheet-0920.pdf

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 Geographical factors:
• Region: Bareilly lies in Uttar Pradesh state of Northern India.
• Climate: Extreme temperatures range from 4 °C to 44 °C.

Demographic factors:
• Age: More focus on Woman and Child health & Renal patients.
• Occupation: People involved in Government and Non-Government
service and Businessmen.
• Socioeconomic status: upper income, upper middle, middle & lower
middle income groups.
• Literacy rate: Bareilly has an average literacy rate of 47% (census of
India 2001).

Behavioural factors:
• Ready to Buy- They are aware of value & quality of health services and
ready to purchase healthcare services.
• The market is segmented based on the core benefits that the consumers
want i.e.
o Exclusive pre-natal, natal and post-natal care in the gynaecology
and obstetrics department.
o Dialysis unit.
o Cardiac and diabetic consultation.

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 2.Objectives
Corporate objectives-
 To provide highest quality of services to patients, our staff and
community at an affordable cost.
 To achieve the maximum satisfaction of patient.
 To provide safe & satisfactory work environment to our staff.

Financial objectives:
 Profit maximization.
 Growth in revenue.
 Growth in sales.
 Cost minimization with high quality of services.

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 Market objectives:

 To strengthen market position and brand

equity.
 To enhance the market share.
 High quality medical care than competitors.
 To achieve high level of patient satisfaction.
 To delight the customer.

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 SWOT ANALYSIS
Strengths:
o Qualified and skilled staff.
o Latest equipments.
o High quality with low cost treatment.
o Flexible business strategy.
o Different health care packages.
o Dedicated teams of doctors and administrative
staff.
o Affordable Services mix under one roof.
o Strategic location.
Weakness:
o High attrition rate.
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 Opportunities:
o Few multi-speciality hospital in Bareilly, hence less
competition.
o A huge untapped market (large population in and
around Bareilly).
o Location of hospital serves large population. Presence
in city provides leverage through better infrastructure.
o Ease of public transportation to hospital.
o Less cost of initial outlay by method as rented premises
o Most of the treatments and packaged services provided
are covered under insurance, higher number of
procedures can be performed.
o Providing services to government organizations and
corporate.
Threats:
o Clinics and nursing homes.
o Medical colleges with hospital

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 COMPETITORS:

Direct competitors:
 Saran hospital,
 Jeevandhara hospital,
 Shrigangacharan hospital
 K.K .hospital (Kidney centre).

Indirect competitors- Nursing homes and clinics.

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 Marketing Strategy
1.Services mix
 General Medicine
 General Surgery
 Gynaecology and Obstetrics
 Paediatrics
 Dialysis unit working as an independent
Strategic Business Unit.
 Other speciality services like Cardiology
Consultation, Diabetic Consultation etc.

2. Special packages, maternity package, annual

health check-up package, package for diabetic
patients etc.
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 Service

Strengths
Highly qualified and trained professionals.

 Price: Competitive pricing with high quality of service.

 Promotional activities:
 Camps: Free health check-up camps & Blood donation
camps
 Seminars, workshops, health camps, word of mouth
marketing, health awareness programs.
 Event Sponsorships: Health runs and Marathons.

 Sales Promotion:
 Tie ups with corporate and educational institutions for
annual health contracts.
 Tie up with Insurance companies and TPA’s for
empanelment and better promotion.

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 ADVERTISING &
MARKETING
o Newspaper ads.
o Magazines (Health, General, Lifestyle).
o Hoardings.
o Advertisements in local television
shows and radio.
o Advertisements to be placed on local
and short route buses.
o Mobile marketing.

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 A N
P L
I ON A L
A T P I T
E R O S
P
O OR H
F
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 Infrastructure
• Area of building: Name of Number of
35000 sft. Dept Beds
• Number of floors: 4 EMD 5
• Number of beds: 60 Dialysis 8
Medicine 11
Surgery 11
OBG 11
Pediatrics 6
ICU 5
Post-op 3

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 Location of
Departments
• Ground floor: EMD, OPD, Laboratory,
Radiology, Pharmacy, Billing dept
• First floor: OBG ward, Labor room,
Nursery, Pediatric ward, Dialysis unit
• Second floor: OT, Post op ward,
surgery ward, ICU
• Third floor: Medicine ward, CSSD,
Admin dept, Records room etc

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 Operational Features
 Emergency Medicine
Department:
 24X7 emergency services
 Trained staff
 Well- equipped with necessary
equipments
 Out Patient Department:
 Skilled doctors
 Informed receptionist
 Sufficient waiting area
 Laboratory on same floor
 Pharmacy on the same floor

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 Operational Features
 Radiology Department:
 Separate registration and
report collection desk
 Availability of CT- scan,
ultrasonography, trade mill,
X- ray
 Wash room and change
room for patients
 Separate room for
ultrasonography
 Health check up package
availability

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 Operational Features
 In- Patient
Department:
 Appropriate nursing
care
 Clean and hygienic
environment to prevent
hospital acquired
infection
 Wards allocation as
per the specialty
 Variety of wards as per
the need of patients
 Isolation room
 Adequate medical and
nursing staff

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 Operational Features
 Obstetrics and
Gynecology
Department:
 Well equipped labor
room with life saving
apparatus (oxygen
cylinder, photo-
therapy unit )
 Nursery close to labor
room
 Separate labor room
nurses
 Maternity and
pediatric ward on
same floor
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 Operational Features
 Intensive Care Unit:
 Provided with constant
monitoring, skilled
intervention and multi-
disciplinary team work
 Equipped with ventilator for
each bed, defibrillator (total
3), portable ultrasound
machine, and other life
saving equipments.
 Anesthetist as in-charge of
unit
 Well trained nurses
 Location near to operation
theatre

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 Operational Features
Operation Theatre Complex:
 Separate change room, scrub
room, operation theatre and
post-operative recovery room
 Zones to reduce the risk of post-
operative infection
 Equipped with modern OT table
with C-arm, OT lamps, ceiling
mounted lights, anesthesia
trolley, air curtains
 Very well scheduled operation
routine

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 DIALYSIS CENTRE:
Independent business unit

Number of beds: 8; 7 regular beds and one for HIV/ AIDS

patients; will be expanded later

Dialysis machines and reagents are sourced from one supplier

hence providing bargaining power to us

We concentrate on volumes hence utilizing full capacity of our

machines

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 Licenses
• Business permit and License from ROC.
• Air and water pollution permit from
Bareilly municipal corporation.
• Sales tax license.
• Zoning and land use permits from
Bareilly Tehsildar.
• Fire license permit from Bareilly fire
department.
• Health department permit.
• Special state-issued occupational /
professional licenses
• License from AERB / BARC for radiology
department

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 Organization Chart
Board of Directors
(3 Partners) Chief
Officer: Operations,
Finance & HR

Medical Nursing
Superintendent Superintendent
Hospital
Administrator

Clinical Nursing Staff

Department
Heads
MKT PRE Store Accou Pharmac
Ex Ex ntant ist

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THE FINANCIAL PLAN

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The plan is divided as:
1.Initial outlay for setup of a hospital.
2.Equipments
3.Human Resources
4.Sources of Funds
5.Revenue generation centers
6.The INCOME STATEMENT
7.The CASH FLOW STATEMENT
8.Breakeven Chart
9.Operating profit and Net profit Chart

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 Lease of building for hospital: Rs. 70,00,000
Expenses on renovation (exterior and interior including
Furniture & fixture, medical gas lines) of building: Rs. 20,00,000
Set-up cost:
Electrical installations (Including OT, ICU and Labour room
lights and electrical fittings for equipments): Rs. 8,00,000
Fire detection & fighting system: Rs. 1,00,000
CCTV and monitors: Rs. 10,000 x 4 = Rs. 40,000
EPABX telecommunication system: Rs. 20,000
Public announcement system: Rs. 2,000 x 4= Rs.8,000
Boilers: Rs. 20,000
Generator set: Rs. 10,00,000
Pumps (water, medical gas pumps, suction): Rs. 80, 000

Air handling units: Rs. 3,00,000

Air curtains: Rs. 10,000 x 3 = Rs. 30,000
Registration, Licensing, permission fees, etc.: Rs. 5,00,000
Preliminary expenses(Market research, media advertisements,
camps and other miscellaneous expenses to start business):
Rs. 5,00,000

Total initial setup cost: Rs. 1,23,98,000

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 EQUIPMENTS:
The equipments are divided in to:
Major as in OT, ICU, EMERGENCY, LABOUR ROOM,
RADIOLOGY
Minor Equipments as in WARDS, OPD, LABORATORY
and as mentioned above

TOTAL COST OF EQUIPMENTS:

Rs. 1,56,75,300

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 HUMAN RESOURCES:

Total number of employee: 143

Directors: 3
Consultants and Doctors: 35
Nurses and nursing aides: 34
Paramedical staff: 15
Administrative staff: 16
Others: 40

HR Compensation: Rs. 1,81,98,000

(first year)

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 SOURCE OF FUNDS:
Total funds to acquire: Rs. 6,00,00,000

Owner’s equity: 30% (Rs. 1,80,00,000)

Venture capital: 30% (Rs. 1,80,00,000)
Bank loan: 40% at an interest rate of 9% (Rs. 2,40,00,000)

REVENUE GENERATION CENTRES:

OPD
EMERGENCY
OPERATION THEATRE
IPD
DIAGNOSIS
DIALYSIS CENTRE
PHARMACY
OTHER SOURCES AS CANTEEN AND CAFETERIA

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 Income statement

DESCRIPTION Year year 2 year3 Year 4 Year 5

1

REVENUE 4,95,65,800 6,95,06,000 8,68,39,000 8,77,07,39 8,85,84,463.9

0 0
OPERATING EXP 57,08,000 97,64,000 1,40,58,000 1,41,98,58 1,43,40,565.8
0 0
WORKING CAPITAL 3,60,00,000 3,60,00,000 3,60,00,000 3,63,60,00 3,67,23,600
0
SALARIES 1,81,98,000 2,03,19,000 2,21,43,000 2,23,64,43 2,25,88,074.3
0 0
PAYMENT OF BANK 24,00,000 24,00,000 24,00,000 24,00,000 24,00,000
LOAN
TOTAL EXPENDITURES 6,23,06,000 6,84,83,000 7,46,01,000 7,53,23,01 7,60,52,240
0
OPERATING PROFIT -1,27,40,200 10,23,000 1,22,38,000 1,23,84,38 1,25,32,224
0
DEPRECIATION 61,12,890 61,12,890 61,12,890 28,72,222 18,00,000

EBIT -1,88,53,090 -50,89,890 61,25,110 95,12,158 1,07,32,224

INTEREST 21,60,000 19,44,000 17,28,000 15,12,000 12,96,000

EBT -2,10,13,090 -70,33,890 43,97,110 80,00,158 94,36,224

TAX 0 0 13,19,133 24,00,047 28,30,867

EAT -2,10,13,090 -70,33,890 30,77,977 56,00,111 66,05,357

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 CASH FLOW STATEMENT
DESCRIPTION YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR5
INITIAL OUTLAY
Outlay on Building 90,00,000
set up cost 33,98,000
TOTAL 1,23,98,000
Equipment set up cost 1,56,76,300
Total initial outlay 2,80,74,300
OPENING CASH 6,00,00,000 2,15,85,500 2,50,08,500 3,96,46,50 5,44,30,880
BALANCE 0
CASH REVENUE
OPD 48,60,000 81,00,000 1,13,40,000 11453400 11567934
DIAGNOSTICS 1,01,81,000 1,57,80,000 1,57,80,000 15937800 16097178
IPD 2,03,44,800 2,80,41,000 3,51,34,000 35485340 35840193.4
DIALYSIS 1,34,40,000 1,68,00,000 2,38,00,000 24038000 24278380
Other revenue 7,40,000 7,85,000 7,85,000 792850 800778.5
TOTAL REVENUE 4,95,65,800 6,95,06,000 8,68,39,000 87707390 88584463.9
EXPENDITURES
Salaries 1,81,98,000 2,03,19,000 2,21,43,000 22364430 22588074.3
working capital 3,60,00,000 3,60,00,000 3,60,00,000 36360000 36723600
Operational expenses 57,08,000 97,64,000 1,40,58,000 14198580 14340565.8
TOTAL 5,99,06,000 6,60,83,000 7,22,01,000 72923010 73652240.1
EXPENDITURES
TOTAL CASH 8,79,80,300
DISBURSEMENT =
TOTAL OUTLAY +
TOTAL
EXPENDITURES
CLOSING CASH 2,15,85,500 2,50,08,500 3,96,46,500 5,44,30,88 6,93,63,104
BALANCE 0
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11/27/10 37
 OPERATING PROFIT AND NET PROFIT

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 EXPANSION PLAN :
HUB AND SPOKE MODEL
MAJOR HUB: CENTRE FOR EXCELLENCE IN HEALTH
HUB : CENTRE FOR MAJOR DIAGNOSIS AND
TREATMENT
SPOKE: CENTRE FOR PREVENTIVE HEALTH

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 OUR BUSINESS MODEL

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 THANK
YOU

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