Fortis La Femme GK-2 Neighborhood & Corporate Program Study
Explore a research project conducted at Fortis La Femme GK-2 on the impact of neighborhood and corporate tie-ups in the healthcare industry. The study aims to increase patient footfall and revenue through marketing activities, analyzing SWOT factors, and implementing health campaigns. Discover the methodologies used and the opportunities and threats faced in this niche segment.
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Dissertation in Fortis La Femme GK-2 (April 5thto 5thJune,2019) Project on Neighborhood Program and Corporate Connect by Pratyush Mishra Post-graduate Diploma in Hospital and Health Management (2017-2019) International Institute of Health Management Research, New Delhi
Objectives Study the Neighborhood & corporate tie up process. To increase the patient footfall by various marketing activities. To identify the impact of Neighborhood & corporate in healthcare industry. To Fetch revenue from the neighborhood & corporates clients by providing them the medical services.
Methodology Mode of Data Collection: The methodology for the research study is analytical and subjective analysis which requires gathering relevant data and compiling database. Secondary observation: Company s website, internet and HIS (Hospital information system).
SWOT ANALYSIS WEAKNESS STRENGTH Skilled and highly qualified consultants and surgeons. International Standards of cleanliness and hygiene. Infection control Environment. Good location and ambience and situated in good locality. First hospital in Delhi to have Milk Bank. State of the art Level 3 NICU. NABH. . Lack of parking area. Deals in a Niche Market. High fees and charge. Lack of manpower. OPPORTUNITIES High Demand of medical treatments for Obstetrics and Gynaecology especially in Delhi. One stop destination for the affluent society. High Demand of corporates due to Delhi being a capital hub. Industrial Hub at the outskirts of Delhi as well. Opportunity to introduce NRI clients and international patients. THREATS Their might be a chance of new hospitals joining the market with same niche segment. Pricing. Decreasing market share. Dispersion of Patients to other hospital due to word of mouth.
CAMPAIGNS & HEALTH TALKS Campaigns are a good way of sales promotion and Fortis la femme GK2 follows the following routine: Marketing unit has a daily routine of sending camp requests to 5 corporates. The interested corporates revert back with the acceptance. Preparation and initiation of camp begins. Types of Campaigns and Talks- Basic Health Checkup- BP, Height, Weight, RBS Cardiac Health Checkup-- BP, Height, Weight, RBS, ECG Diabetes Health Checkup-- BP, Height, Weight, RBS, Blood Glucose Multispecialty checkup- Specialists e.g. Orthopedic, Gynecology , Dental etc. We also provide free dietician consultation, hyper tension consultation, etc. Talks on Obstetrics & Gynecology, Stress management, Zumba Session, Dietician consultation.
Note the date and time of campaign The type of campaign requested by the corporate Contact the HR and SPOC. COMMUNICATION INHOUSE COMMUNICATION Communication with HR to know the employee count, location and other details Coordination with TPA NOTE THE CAMPAiGN DETAILS AS INTIMATION MESSAGE GM REQUEST AND DETAILS OF CAMP DOCTOR CAMPAIGNS STEPS FOR NURSING STAFF REQUEST NURSING HEAD FOR REQUESTING THE TRANSPORT FACILITY FOR CAMP TRANSPORT
Process of tie up Tell them about the proposal and convince them to avail our service Do a Field visit and get in contact with corporates List the corporates and fix meetings Choose the area of empanelment Send the proposal to client through email and in person and get the feedback. Make an IOM (Inter office Memo) and upload it in HIS Create an agreement. Provide the services.
Promotional Activities Corporates/Neighborhood Activities Performed PNB Met life Medical Checkup camp Legrand Corporate Empanelment ThyssenKrupp pvt. ltd Corporate Empanelment Aravali Apartments Neighborhood Event Neelgiri Hills Neighborhood Event Osho Industries Corporate Empanelment Accenture Medical Checkup camp Asahi Glass India ltd Medical Checkup camp Mankind Pharma Corporate Empanelment
Neighborhood & Corporate Camps Camp Footfall Hospital Visits Sr. no Location Mankind Pharma 8 1 PNB Met Life 40 4 Asahi Glass pvt ltd 7 2 Legrand 55 5 Accenture 6 ThyssenKrupp pvt. ltd 3 35 2 Osho Industries 5 Aravali Apartments 4 45 8 Aravali Apartments 4 5 Osho Industries 37 3 Thyssencrup pvt ltd 3 6 Accenture 60 9 Legrand 2 Asahi Glass pvt. ltd PNB Met Life 1 7 52 7 Hospital Visits 0 20 40 60 Camp Footfall 8 Mankind Pharma 57 1
Employees and Revenue Figures. Intech infra ltd Future Genera li Existing Corporates Compass India Pruden t Sopra Steria Spice Jet Religar e TCS HCL No of Employees of Existing corporates 450 557 360 900 1300 300 750 650 180 Osho Indstri Mankin PNB met life Aravali Apartmen Potential Corporates Legran Thyssenkru Accentr d Asahi glass Neelgir i Hills d pp es e pharma ts No of Employees of potential corporates 900 750 900 2000 500 250 380 200 150 Revenue of Existing corporates(Lakhs) 116400 546400 213000 610000 854000 487000 913000 0 0 0 530000 450000 Predicted revenue of potential corporates(Lakhs) 150000 0 600000 800000 500000 900000 400000 400000 350000 350000 Combined Revenue(Lakhs) 211000 128700 141300 206400 586400 253000 0 1454000 0 0 0 0 0 880000 800000
7000000 6000000 5000000 4000000 3000000 No of Employees of potential corporates 2000000 1000000 Revenue of Existing corporates(Lakhs) 0 PNB met life Asahi glass Thyssenkrupp Accentre Aravali Apartments Osho Indstries Legrand Mankind pharma Neelgiri Hills Predicted revenue of potential corporates(Lakhs) Combined Revenue(Lakhs) 450 557 360 900 1300 300 750 650 180 TCS Compass India Prudent Sopra Steria Intech infra ltd Future Generali Spice Jet HCL Religare No of Employees of potential clients No of Employees of Existing clients Legrand TCS Thyssenkrupp 200150 Compass India Prudent 900 180 380 450 Osho Indstries 650 250 557 Accentre Sopra Steria 500 750 Mankind pharma 360 750 Intech infra ltd Future Generali Spice Jet Asahi glass PNB met life 300 900 900 Aravali Apartments 2000 HCL 1300
INTERPRETATION The Number of the potential clients empaneled and the activities done during the given two months was increased which has given larger combined revenue with the combination of the existing corporates. This tells that the potential clients with more employees or volume have more chances of increasing the revenue for the hospital.
Effects of Marketing Mix on Clients Clients TCS Compass Volume 17-18 Volume 18-19 Revenue 17-18 4028493 6028348 Revenue 18-19 1980 3242 1903 1978 4124170 4481185 Prudent Sopra Steria Intech Infra 1163 123 1397 6397 378 1709 27993121 1394516 2565243 24015787 4512820 3081547 Future Generali Spice jet HCL Religare 480 2772 11875 550 1472318 8803118 1428847 1023188 1819537 9182260 3120097 1010033 23013 38743 275 47 Total 23079 74946 54737192 55347436 60000000 80000 70000 50000000 60000 40000000 50000 30000000 40000 30000 Sum of REVENUE 17-18 Sum of VOLUME 17-18 20000000 20000 Sum of REVENUE 18-19 Sum of VOLUME 18-19 10000000 10000 0 0 Prudent TCS Compass HCL Spice jet Religare Sopra Steria Future Generali Total Intech Infra Prudent TCS Compass HCL Intech Infra Spice jet Religare Sopra Steria Total Future Generali
Interpretations The number of corporate activities conducted was increased by 7 times in FY 2018-2019 than the previous year. The patient footfall in the year 2018-19 is 9 times more than the previous year. Therefore, Patient footfall has increased in direct proportion to marketing activities.
Competition Competitors Beds Revenue(approx.in Crores) Apollo Cradle royale 35 45 Rosewalk 28 30 Cloud 9 40 55 Fortis La Femme - GK2 40 70 Revenue(approx.in Crores) Beds Apollo Cradle royale 35 45 40 Apollo Cradle royale 70 Rosewalk Rosewalk Cloud 9 Cloud 9 30 Fortis La Femme - GK2 28 Fortis La Femme - GK2 40 55
RECOMMENDATIONS A major focus on the top key clients of the Hospital should be laid but other clients should not be ignored. More camps in the corporates which are left to have a better brand visibility. More of the multi-specialty camps should be done. There is much scope for the international patients. Regular ATL (Above the line) Promotions.
Learnings Promotion and Branding. Customer Relationship Management. Neighborhood and Corporate Connect. Database Management. Event Management. Pitching the Clients. Query and Client Tracking.
