Market Survey for Private Eye Hospital in Fatehabad District, Haryana
This study focuses on conducting a market survey for a private eye hospital in Fatehabad District, Haryana. It includes information on the hospital's vision, mission, marketing activities, participation in government schemes like RSBY, demographic profile of Fatehabad, and a literature review on outreach eye camps. The goal is to analyze the market landscape and make recommendations based on the findings.
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A STUDY ON MARKET SURVEY FOR A PRIVATE EYE HOSPITAL IN FATEHABAD DISTRICT, HARYANA Submitted By: DR. SANDEEP KUMAR
CONTENTS INTRODUCTION LITERATURE REVIEW OBJECTIVES GENERAL OBJECTIVES SPECIFIC OBJECTIVES METHODOLOGY DATA ANALYSIS AND FINDINGS RECOMMENDATIONS CONCLUSION CASE STUDY
INTRODUCTION About Eye Q Hospitals VISION: To be India s foremost chain of eye hospitals in terms of both Quality of eye care and the Number of patients handled. MISSION: To make every patient an Ambassador for Eye-Q through a combination of highest level of quality and technology in eye care, exceptional personal care & complete integrity to the patient and his/her needs.
The screening Eye camps The eye camps constitute the main marketing activity of the hospital. Around 20-30% revenue of the hospital is generated through these camps. The process of camps
RSBY scheme RSBY has been launched by Ministry of Labour and Employment, Government of India Provides health insurance coverage for Below Poverty Line (BPL) families. Beneficiaries under RSBY are entitled to hospitalization coverage up to Rs. 30,000/- Eye-Q hospital is empanelled
DEMOGRAPHIC PROFILE OF FATEHABAD Population of Fatehabad city: 1, 25,000 Population of Fatehabad district : 9,21,680 Rural population: 80%, Urban population : 20% BPL population 35.5% Literacy: 69% There are 243 inhabited villages in the district
Sub- Division Tehsil Sub-Tehsil Blocks Fatehabad Fatehabad Bhuna Fatehabad Tohana Tohana Bhattu Tohana Ratia Ratia Jakhal Ratia Bhattu Bhuna Jakhal
LITERATURE REVIEW Asim K Sil: Outreach eye camps: a case study from West Bengal, India The study is based on the data of 9 years (1997- 2005) of outreach eye camps from the Vivekananda Mission Ashram, West Bengal The study shows that about 35% patient who attended the camps were advised for surgery. The study also shows that the average drop out rate was 23%
Activity report 2005: Aravind eye care system Eye camps have been productive as a strategy for bringing in patients, They account for 437,224 patients examined and 97,292 patients operated on in 2005. 22% of the people , who came to the camps were operated upon.
Malhotra R, Uppal Y, Misra A, Taneja DK, Gupta VK, Ingle GK. Increasing access to cataract surgery in a rural area--a support strategy. The objectives of the study were to elicit the reasons for not undergoing cataract surgery from those having cataract, aged 50 years and above, in a village community The leading reasons identified were monetary constraints (18.8%), transport difficulty (17.4%), lack of awareness about cataract in the eyes (17.4%) and lack of escort (14.5%).
P K Nirmalan, J Katz, A L Robin, R Krishnadas, R Ramakrishnan, R D Thulasiraj, J Tielsch: Utilisation of eye care services in rural south India: the Aravind Comprehensive Eye Survey The major reasons for not seeking eye care even though there was a felt need included the lack of money(78%) , the lack of time to spare(70%), and the lack of an escort(58%).
OBJECTIVES General Objective: To study the pattern of camp patients availing eye surgeries at Eye-Q hospital. Specific Objectives: To find out the percentage of camp OPD advised operations To find out the proportion of drop outs among patient advised operations To assess the reasons that leads to patient drop-outs To recommend strategies for reduced drop-outs
Methodology It is a cross sectional study based on pre structured questionnaire for telephonic interview. Study design Descriptive and cross sectional Study area Fatehabad district, Haryana Sample size- 134 Sampling technique- Complete enummeration for month of january, februrary, march Sample population: covered those camp patients who were advised the eye operation in camps conducted during the month of January, February and March 2013
Total number of camp in one year:316 Average number of camp in one month: 26 Average OPD per camp: 62 Average no. of procedures advised in one camp: 7 Advised patient per 100 OPD: 12 Average no. of operations done in one camp: 4 Operations done per 100 OPD :6.5 Average OPD from all villages/wards in March 13 :7 Average OPD from villages where camp was held in March 13 : 17
Total OPD: 19283 Adviced Operation:2212(12%) Not adviced operations:7071(88%)
Drop out rate of patients advised surgery The figure shows that out of people who were advised eye operations during camps conducted in 2012-13, there were 56% patients who underwent the surgery. The other 44% decided not to opt for surgery. Didn't underwent operations 44% Underwent opertion 56%
The reasons behind patients not opting for operation Patients advised operati on Patients denying operati on Month Camp OPD Reasons for patient not undergoing the operation APL, Not want to have it now BPL but No RSBY card BPL, RSBY card not updated APL, Discuss with family APL, Don't want surgery APL, Can't afford BPL APL Jan 487 286 90 36 10 6 10 6 3 1 Feb 807 332 140 46 12 7 12 7 8 0 March 1167 640 159 53 14 8 14 8 8 0 TOTAL 2461 1258 389 134 36 21 36 21 19 1
APL, Don't want surgery 1% APL, Disscuss with family 13% APL, Can not afford 27% APL, Not want to have it now 16% BPL but No RSBY card 16% BPL but RSBY card not updated 27%
Total BPL Households 49229 BPL Households enrolled in RSBY Scheme 13185 (27%) Hospitals enrolled with RSBY scheme in Fatehabad 20
RECOMMENDATION AND CONCLUSION Liasioning could be done with the government authorities who form and update RSBY card. Awareness could be spread regarding RSBY scheme in public in collaboration with government.
A CASE STUDY ON THE ASSESSING THE MARKET SHARE OF EYE-Q HOSPITAL, FATEHABAD, HARYANA IN ITS PRIMARY CATCHMENT AREA
INTRODUCTION Primary catchment area: Fatehabad city Secondary catchment area: Fatehabad District Population of Fatehabad city: 1, 25,000 Population of Fatehabad district : 9,21,680 Rural population: 80%, Urban population : 20% BPL population 35.5% Literacy: 69%
THE EYE CARE MARKET POTENTIAL According to the National programme on control of blindness statistics 2012-13, there were 168427 cataract operation done in Haryana during 2012-13 According to proportion of population of Fatehabad in total population of Haryana, the cataract surgical cases in Fatehabad would be 6131 annually. 510 cataract surgical cases monthly in Fatehabad district, Eye Q hospital in Fatehabad have around 150 cataract cases. Thus share of Eye Q hospital in eye market of Fatehabad is 29%.
OBJECTIVES To assess the market share of Eye hospitals in Fatehabad To find out the preference of market for Eye Q Hospital To find out the strength of refferral marketing among health related professional in Fatehabad city. To Suggest ways to improve market share
METHODOLOGY It is a cross sectional study based on pre structured questionnaire. Study design Descriptive and cross sectional Study area Fatehabad city, Haryana Sample size- 100 Sampling technique- Convenient sampling Sample population: covered population from primary catchment area including common man, pharmacists, optical and Doctors
COMPOSITION OF SAMPLE POPULATION Pharmacist 31% Common man 60% Opticals 8% Doctors 1%
PREFERENCE BY PHARMACISTS 12 10 7 2 Civil Hospital Arora Eye Hospital Eye Q Hospital Other
PREFERENCE BY OPTICALS 3 3 2 Civil Hospital Arora Eye Hospital Eye Q Hospital
PREFERENCE BY HEALTH PROFESSIONALS 15 13 10 2 Civil Hospital Arora Eye Hospital Eye Q Hospital Other
Other 2% PREFERENCE BY COMMON MAN Civil Hospital 43% Eye Q Hospital 40% Arora Eye Hospital 15%
TOTAL MARKET SHARE Other 3% Eye Q Hospital 34% Civil Hospital 41% Arora Eye Hospital 22%
CONCLUSION The market share of Eye-Q Hospital according to Market potential analysis was 29%. However our market survey shows that the market share of Eye-Q Hospital in Fatehabad is 34%. The market leader is Civil hospital with 41% market share according to our survey.
