JEEVAN SURAKSHA

HOSPITAL

Presented By-
TEAM 8
DR. AMIT WADHWA
DR. DHEERAJ GUPTA
DR. PRASHANSA AGRAWAL
 Content
Introduction of JRH
Mission & Vision of JRH
Marketing Plan
Operation Plan
Human Resource Plan
Financial Plan
Conclusion
About JRH…..
60 Beds Hospital
Located in Bareilly lies in 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.
 Mission of JRH
To provide appropriate, accessible, affordable
and quality healthcare to people by our
commitment to excellence and leadership.

Vision of Hospital
Jeevan Surksha 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.
 Marketing Plan
1) Market Analysis

2) Objectives

3) SWOT Analysis

4) Marketing Strategy, Sales Plans & Projections

(market mix)
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

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 81% (census of India 2005).

 
 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.
 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.
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.
 Low cost medical treatment.

.
 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.
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.
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
 COMPETITORS:

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

Indirect competitors- Nursing homes and clinics.

 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.
 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.
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.
Infrastructure
 Area of building: 35000 sft. Name of Dept Number of 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
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
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
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
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
Operational Features
 Obstetrics and Gynecology
Department:
 Well equipped labor 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
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
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

Dialysis Centre:
 Consist of 8 beds
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
 Organization Chart
Board of Directors
(3 Partners) Chief
Officer: Operations,
Finance & HR

Medical Nursing
Hospital Superintendent Superintendent
Administrato
r

Clinical Nursing Staff

MKT PRE Store Accou Pharm Department
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