Student Dissertation

Agency : e-Healthcare Services; Gap Analysis; Distant Data; Digital Platform

Objective : 1. To map the current process flow. 2. To measure the conversion rate for OPD and IPD city wise. 3. To analyze the search attributes city wise. 4. To identify the reasons for Drop-offs. 5. To suggest the value-additions in the process.

Background : The e-healthcare service refers to the online healthcare marketplace that provides end to end services including information on various medical ailments, doctors, hospitals, treatments and their implications and post treatment care, i.e. concierge medical assistance from a distant reach. The online services facilitate people to look for doctors, procedures and healthcare facilities, give second opinion across major cities in India, book appointments with the doctor of their choice, also help in getting rough cost estimates from hospitals for any treatment or surgery. Such platform has an advantage of distant data, that it offers better quality of services to maximum number of people. Due to the intense competition among various healthcare facilities, these e-Healthcare services are getting popular as they provide transparency along with convenience that has wider accessibility. Thousands of visitors can access these sites or portals at the same time. The e-Healthcare services raise awareness among the population that bridges the gap between the users and the healthcare providing facilities. This study aims at understanding the process flow in such online medical platform and to uncover the reasons of drop-offs in the same.

Methodology : • Study type- Descriptive study • Study Ara- Online data of Six Major Metropolitan Cities- Bangalore, Chennai, Delhi-NCR, Hyderabad, Kolkata and Mumbai and Four Minor Cities- Jaipur, Indore, Pune and Ranchi • Study Period- Data Tracking for Three months (February- April 2017) • Sample Size- Distant online data of 25000 people who visited the digital platforms of Credihealth was tracked • Study Respondents- Visitors on website different digital sources • Sample method- Non-probability convenient Sampling • Data Collection Technique-Online Data tracking (Website, Android app, telephonic, Google search, social media campaign leads) • Limitation in Data Collection: Missed CRM requests, Non-responding Users, Untracked CRM Request • Data Analysis- The data analysis was be done in MS Excel.

Findings : The analysis of the data demonstrated the current scenario of the process flow being followed for the patients using e-healthcare service. The results also illustrated the conversion rate of patients reaching the online portal- who were converted into either OPD or IPD. The study allowed us to find the causes of drop-offs which could have created deficiencies/gaps that further lead to low conversion rates.

Recommendations : The study aimed at finding out the problem areas associated with the process followed by the e-healthcare service. As the number of visitors involved was too high due to the distant service, the need of the hour was to understand and improve the process flow as well as to form strategies to eliminate the delivery point issues for all the users. The causes and their effects were identified, and recommendations were made for value-additions to assist in improving the quality of services- both internally and externally for a sustainable profitable model.


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