Abstract of Dissertation

Keyword : Market Assessment; Patient Perception; Healthcare Services; Feedback

Objective : ï‚· To analyze patients’ experiences of care and highlight areas which requires improvement to provide a patient-led healthcare service. ï‚· To analyze the services provided by the competitors to get an overview of current trends in the marketplace.

Background : Healthcare in India is under a transformative phase. From purely clinical judgement, physicians now are riling more & more on “Diagnostic centers”, which are offering advanced, high tech test, with high sensitivity and specificity, giving accurate results. Diagnostics’ is a monetary, manpower and technology intensive industry. Apollo Diagnostics, a service fully dedicated to providing diagnostics for all age groups. The diagnostic services provide Apollo’s healthcare practitioners with information about the presence, severity and cause of diseases in patients. This study was undertaken specifically for understanding the process involved in a diagnostic setting. An effort was made to determine the satisfaction level amongst patients of Apollo diagnostic centers located all across South India through feedback forms, comparative analysis with competitors and by analyzing the current database of patient feedbacks. Also, a market survey was conducted to explore the services provided to measure the effectiveness of current marketing tools used by Apollo Diagnostics.

Methodology : Study Setting: Apollo Diagnostics, Hyderabad Study Design: Descriptive and Analytical Study Duration: 15th February 2016 – 30th April 2016 Sampling Size: ï‚· 120 patients were interviewed for measuring patients’ experiences of care (Bangalore, Chennai, Pune and Hyderabad). ï‚· 207 prospective clients were interviewed for market survey (across different regions in Hyderabad). ï‚· 15060 patient feedback data from the existing database of call center ï‚· 253 patient feedback calls were listened to from the existing database of call center. Sampling Technique: Convenience sampling (non-probability sampling) Data Collection: ï‚— Primary Data: collected in form of patient feedback form, market-survey and observation. ï‚— Secondary data: Call center data. Tools: Structured Questionnaire, One to one interviews and Telephonic interviews.

Findings : ï‚· Out of 120 patients, more than 80% people were happy with the reception service, sample collection and overall service, 75% people found the services value for money and almost 70% of people find the center clean and hygienic and are happy with the reporting time. Maximum walk-in patients i.e. 49% came to Apollo Diagnostics through Signboards/hoardings/banners. Almost 25% of the patient came to Apollo Diagnostics through flyers/posters and rest came through word of mouth, doctor’s referral, newspaper or internet/website. ï‚· Out of 207 prospective clients, 123 people knew about Apollo Diagnostics. Maximum i.e. 32% of people knew about Apollo Diagnostics through signboards/banners and maximum people chose Apollo Diagnostics for its brand followed by its place, quality, service and price. Out of 123 people 66% people knew about Apollo Diagnostics Home Collection and out of 66%, 47% found it good. Out of 84 people who didn’t knew about Apollo Diagnostics 50% people said they’ll go to a diagnostic center on referral of the doctor. 26% people relied on word of mouth and 25% people relied on newspaper, internet, flyers/posters and banners/hoardings. Maximum people relied on brand value followed by quality, price, place and service. Out of 84 people who didnot know about Apollo Diagnostics, Almost 80% people will prefer Apollo Diagnostics in future. Out of that 80%, 44% people prefered Home collection. ï‚· 15060 patient feedback data revealed that maximum happy patients were recorded in Chennai and maximum unhappy patients were recorded in Bangalore and no feedbacks were recorded in Pune. ï‚· 253 calls were heard and then the feedback data was cross-checked to calculate the variations. 8% variation was recorded. ï‚· Comparative analysis of Apollo Diagnostics was done with Vijaya diagnostic and Lucid and the analysis revealed that the staff should be dressed in proper uniforms, patients should be kept engaged using various IEC materials, patient care executives should greet the patient properly, feedback/suggestion box or logs should be available, quality certificates should be put on display and center should be clean.

Recommendations : ï‚· High visibility could be achieved through pole banners, advertisement hoardings, glow boards and increase flyer inserts. ï‚· Discounts on occasions like Women’s day, Mother’s Day and Father’s Day could be offered, and there could be an association with corporate offices for increasing word of mouth publicity. Advertisement on website regarding offers and packages and patient first moto on the website can be inculcated. ï‚· There should be proper display of posters regarding the right way of drawing, storing and transporting samples and other IEC materials at the centers. ï‚· “Thank You” Cards or Text Message for positive feedback and “Sorry Cards” or Text Message for negative feedbacks could be given. ï‚· A regular audit should be done on how feedback calls are answered and recorded. ï‚· An electronic message can be dropped to the patient. The message should include a thank you message, update about the reports and a feedback link. Feedback form should be uploaded on the website. Patients who have given the negative feedback should be responded by a call so as to resolve their issue. Patients who have given positive feedback should be responded with a thank you message. ï‚· Proper uniforms and punctuality should be ensured and this can be done through camera attendance tracker. Special appraisals should be planned for the patient’s favorite phlebotomists. Disincentives should be given to phlebotomists with maximum complains of bad behavior or multiple pricking.