Project PPT(2009147) _Final

April 11, 2023 IMT Nagpur, SIP Report (2009-11) 1

SIP Project Presentationon

Brand Promotion of Moolchand Medcity through

Value Added Service (VAS) Program

And

Medical Camp By

Nitin Sharma(2009147)

Presented to:

Professor D. N. Panigarhi

Professor Rajeev Kamble

Institute of Management Technology, Nagpur

(2009-11)


HEALTH CARE INDUSTRY IN INDIA• Opening of Indian markets in year 2000 for up to 100% investment in the health care

industry.

• Medical tourism 4,50,000 foreigners sought medical treatment in India in 2009. expected to touch 11,00,000 by 2012. almost at one tenth of the cost in the developed nations. waiting time is near to nil. high quality medical facilities and professionals.

• 12 % p.a. growth in last 4 years (Investment Commission of India ).

• In GDP terms, Health Care Industry accounted for 5.2% of India’s GDP in 2002. expected to reach 6.2% to 7.5% of GDP by 2012.

• Accreditation and compliance Joint Commission International (JCI) (Already 13 hospitals). NABH. ISO.


INDIAN HEALTHCARE INDUSTRY GROWTH


HEALTHCARE IN NCR DELHI• More than 100 major hospitals.• Significant private players - Moolchand Medcity, Fortis , Artemis, Max

Healthcare, Columbia Asia, Apollo.• Numerous Private Doctors.• List of Major Hospitals in NCR Delhi.

AIIMS Ambedkar Hospital Anand Hospital Apollo Hospital Artenis Hospital Atithi Hospital B.L.Kapoor Memorial

Hospital Bara Hindu Rao Hospital Batra Hospital ColumbiaAsia Deen Dayal Upadhyay

Hospital Dharmashila Cancer

Hospital & Research Centre, DCHRC

E.S.I.Hospital Escorts Heart Institute &

Research Centre (EHIR)

Fortis Hospital G B Pant Hospital G. M. Modi Hospital &

Research Centre Ganga Ram Hospital G.T.B Hindu Rao Hospital Holy Angels Hospital Holy Family Hospital Indraprastha Apollo

Hospital Jaipur Golden Hospital Jankidas Kapur Memorial

Hospital Jeevan Anmol Hospital Kailash Hospital &

Research Centre Kalawati Saran Children's

Hospital

Kalra Hospital & SRCNC Kolmet Hospital Lady Hardinge Lok Nayak Jaiprakash

Narain Hospital Maharaja Agarsen Hospital Malhotra Heart Inst. &

Medical, Research Centre Mata Chanan Devi Hospital Max Balaji Hospital Max Hospital Metro Hospital & Heart

Institute Modi Hospital, Moolchand Medcity National Heart Institute Noble Hospital R G Stone Urological

Research Institute

Ram Manohar Lohia Hospital

Rockland Hospital Safdarjung Hospital Sant Parmanand Hospital Sarvodaya Hospital Sheetla Hospital Shri Ram Heart Institute &

Reseach Centre Sir Ganga Ram Hospital Sitaram Bharita Institute St. Stephens Hospital Umkal Hospital Vardaan Hospital Vasant Lok Hospital VIMHANS (Vidya Sagar

Institute of Mental Health & Neurosciences)


MOOLCHAND MEDCITY• Founded by Lala Moolchand and his son Lala Khairati

Ram.

• Moolchand Trust was created in 1928 at Lahore, present day Pakistan and was started with an initial endowment of Rs. 4 million.

• Accreditations NABH. JCI. ISO 9001:2000 Certification. ISO 27001:2005 Certification. ISO Platinum Certification.

• Moolchand Medcity Mission To consistently deliver excellent and compassionate medical care to our customers

throughout their lives.


BRAND PROMOTION IN MOOLCHAND MEDCITY

Snapshot of an ad Printed in Times of India on 26 May 2010.

Snap shot of an ad printed in Times of India, 23 May 2010.


PROSTATE DISEASE AWARENESS PROGRAM (UROLOGY CAMP)

• Studying Competitive Packages

and Designing a Package for Camp.• Meeting with the Doctors (3).• Choosing Target Audience and Venue.• Promotion of camp

Banner. Posters. Website. SMS to MAC. SMS to Patients. Emails.

• Event Arrangements.• Some Figures Regarding Camp

11 April 2010 (10:00 am to 1:00 pm initially later extended to 2:00 pm). 72 patients were checked.

Test Name Normal

Price

Offered

Price

PSA 750 375

Uroflowmetry 1200 600Ultrasound (KUB)

800 400


PROMOTION

Snapshot of Flier of Prostate disease Awareness Program distributed across the Delhi along with the Times of India, 11

April 2010.

Snapshot of In-house Poster.


VAS PROGRAM – SPREADING THE MOOLCHAND MEDCITY BRAND

• First major scale promotion program.• Started in later half of March,2010.• More than 300 MAC Covered throughout NCR Delhi.• Focused on providing three free gifts to its MAC

Glow sign Board. Collateral. Standee.


VAS PROGRAM – SPREADING THE MOOLCHAND MEDCITY BRAND

• Process followedTelephonic discussion with MAC.Onsite meeting.Artwork Preparation and Follow Up with MAC.Board Preparation And Installation.Feedback and After Installation Follow Up.


MOOLCHAND GLOW SIGN BOARD

• Main attraction. • Custom sized.• Standardized.• 200 MAC Approved.

Artwork of Moolchand Glow Sign Board.

Snapshot of a newly installed Moolchand Glow Sign Board.

Snapshot of Original Board Installed at Doctors Clinic.


COLLATERAL

• In two sizes (A3/A4).

• A3 size Seems more tempting to MAC.

• Almost 200 MAC Permitted.

Snapshot of Collateral.


STANDEE

• 6 feet X 3 feet.• Too much Space required

for putting in place.• 100 MAC Acknowledged. • Mainly installed by

Pediatricians.

Snapshot of installed Standee.


Problems faced during the implementation of VAS program

• Planning Visits Summer holidays. Address.

• Summer Heat.• MAC Thinking time.• Kyzen Designer – Vendor.• Calling timing (1630 hrs. to 1730 hrs.).


KEY TAKE AWAY

• Importance of Brand Promotion.• Two vital revenue generation Business Models

Referral sales through MAC. and Medical Camp.

• Background process involved in the VAS program and in medical camp organization.


BIBLIOGRAPHY• Moolchand Corporate Profile Handbook.• Times of India, 10 April 2010,23 May 2010 and 26 May 2010, Delhi Edition.• http://www.economywatch.com/world-industries/health-care/trends.html• http://www.economywatch.com/world-industries/health-care/world.html• http://www.economywatch.com/world-industries/health-care/india.html• http://www.themedica.com/industry-overview.html• http://www.investmentcommission.in/healthcare.htm• http://en.wikipedia.org/wiki/Healthcare_in_India• http://en.wikipedia.org/wiki/Health_care_system#India• http://india.webindia.com/hospitals.htm• http://www.cehat.org/rthc/rhci.html• http://health.mapsofindia.org/india/hospitals-in-india.html• http://www.indiahealthvisit.com/list-of-hospitals-in-india.htm• http://www.medicaltourinfo.com/listhospitals.php• http://www.moolchandhealthcare.com/• http://en.wikipedia.org/wiki/NABH• http://en.wikipedia.org/wiki/

Joint_Commission_on_Accreditation_of_Healthcare_Organizations#International_accreditation• http://en.wikipedia.org/wiki/Moolchand_Fertility_and_IVF_Centre


Questions,

Suggestions and

Comments are always

welcome.

Project PPT(2009147) _Final

Documents

Transcript of Project PPT(2009147) _Final