Chapter Five – Secondary Data: Hospital Profiles, Case Studies, Medico-Legal Cases and Patient Grievances
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CHAPTER FIVE – SECONDARY DATA: HOSPITAL PROFILES, CASE STUDIES, MEDICO-LEGAL CASES AND PATIENT GRIEVANCES. _____________________________________________________________________ 5.1 Introduction: The researcher has collected a wide variety of secondary data to study the hospital scene to gain knowledge about the customer relationship management practices in different hospitals. The data has been collected with the help various information on internet websites, newspaper articles, hospital and medical journals, government publications, etc. The data is divided as follows – 1.) Profiles of some selected small, medium and large hospitals including both private and government hospitals. 2.) Case study of a selected best practice. 3.) Medico-legal cases and patients grievances. 5.2 Profiles of select Large Private Hospitals from Pune: 1.) Aditya Birla Memorial Hospital: Figure 5.1 – Photograph of Aditya Birla Memorial Hospital. History: Aditya Birla Memorial Hospital was established in the year 2006 with the objective to develop world-class level institute for providing quality health care services to 192 patients. The vision was to have a world class hospital in India. The mission of the hospital has multiple objectives – To maintain the highest standard of care and respond to the needs of the community in a compassionate manner. To provide state-of-the-art high quality and cost-effective healthcare services and latest information to improve and maintain health for the well-being of the community. To unrelentingly pursue the creation of value for the hospital’s customers, shareholders, employees and society at large. To foster a therapeutic relationship based on compassion that is felt, quality that is measurable and cost that is affordable. To become partners in health promotion with every section of society. Organizational Structure: The Aditya Birla Memorial Hospital is managed by the Aditya Birla Foundation a public charitable trust established in 1995 in memory of the late Mr. Aditya Vikram Birla of the Aditya Birla Group, a US$ 24 billion conglomerate. The trust is chaired by Mrs. Rajashree Birla. Infrastructure: Aditya Birla Memorial Hospital is a 500 bed multispecialty hospital. There are 13 operation theatres and also a 125 ICU bed complex. There are 300 doctors and 1,000 support staff. The OPD facility has 60 consulting rooms, 30 procedure rooms and 150 doctors serving OPD patients. Facilities: The hospital provides treatment in major specialties like cardiology, neurology, orthopedics, trauma care, gynecology, ENT, GI and ophthalmology, Radiography, 64- Slice Spiral CT scan, 1.5T MRI. It also has sub-specialty treatment for all major specialties. Achievements: Emergency and Casualty centre is at par to European and American standards, effective use of telemedicine facility for discussion of challenging cases, distance learning and teaching activities, established Child Development Centre for Neuro 193 diseases, was chosen as the primary healthcare provider for Commonwealth Youth Games 2008, attached personnel was speaker at World Congress of Endo-Urology and Shock Wave Lithtotripsy held at Shanghai, have introduced single incision laproscopy. Tie ups: With multiple insurance companies and cashless hospitalization agencies. Education Facilities: The hospital has a number of medical courses – Post Graduate Certificate Course in Emergency Medical Services, Basic Life Support (Training Courses), Basic Trauma Life Support (Training Course), Diploma National Board, CPS (College of Physician & Surgeons) (ENT, DA, DG, DORL). Soft skill training for CRM: Hospital conducts IGNOU affiliated courses for the same. Computerization: The hospital has emphasis to use paperless and filmless technology in its services. The blood bank is only the second of its kind in the country to have fully automatic bar code integrated facility for error free and fast transfusion services. Questionnaire: The hospital utilizes feedback questionnaires to collect CRM based information. Customer Satisfaction Criteria: Uses CRM data to identify highest patient satisfaction criteria. Formal/Informal CRM in hospitals: Patient Registration records, use of other supportive media for the same. Outreach Activities: The hospital conducts health training and awareness workshops in rural communities and has helped to reach out to two million people. Campaigns: Aditya Birla Memorial Hospital has launched responsible citizen campaign, launched Aarogya – Doot - an initiative for health volunteering, launched PCMC Aditya Jyot is the first eye bank in Pimpri-Chinchwad Municipal Corporation area in collaboration with PCMC on 14 November 2010 for collection, preservation and distribution of human eyes or corneas. 194 Camps: The hospital organizes mobile clinics, medical camps. In December 2006 the hospital arranged a 6 day yoga camp. In January 2007 the hospital had organized a month long health checkup camp.1 2.) Bharati hospital: Figure 5.2 – Photograph of Bharati Hospital. History: Bharati hospital was established in 1985 as a medical college attached hospital. Organizational structure: The hospital is a private charitable trust based hospital managed by a managing committee. Infrastructure: It is an 850 bedded tertiary care hospital. Facilities: The hospital has a multidisciplinary OPD and IPD with super specialty services. It has well equipped and modern critical care facilities like ICU, NICU and PICU. It also has a modern state of art operation theatre and all the diagnostic facilities like CT scan, MRI, mammography etc. are available. It has a 24 hours functional blood bank and a pharmacy. Achievements: The hospital has achieved various recognitions and awards for research oriented 195 healthcare. Tie ups: The hospital has tie ups with various government and educational organizations. Education Facilities: The hospital has attached educational facilities for M.B.B.S., various M.D. and M.S. post-graduate courses and diploma courses, D.N.B., nursing and para-medical courses. Outreach Activities: The hospital conducts health training and awareness workshops. Campaigns: The hospital supports health and social causes with active participation. Camps: The hospital organizes mobile clinics and medical camps.2 3.) Columbia Asia hospital: Figure 5.3 – Photograph of Columbia Asia Hospital. History: Columbia Asia commenced operations in 2005 in India and the Pune hospital is its seventh addition in 2013. Columbia Asia hospitals are clean, efficient, affordable and accessible with innovative design having manageable size and advanced technology focused on creating positive experience for patients. The vision of the hospital is to build the best managed healthcare company in Asia. 196 The mission of the hospital is to deliver effective and affordable medical services in a clean and caring environment. The motto of the hospital is ‘Customer First’. Organizational structure: Columbia Asia is an international healthcare group operating a chain of modern hospitals across Asia. Columbia Asia Hospitals Pvt. Ltd.is one of the first healthcare companies to enter India through 100% foreign direct investment (FDI) and is owned by more than 150 private equity companies, fund management organizations and individual investors. Infrastructure: Columbia Asia Hospital - Pune, is a 100 bedded multi specialty facility situated close to the IT Parks at Kharadi. The hospital has highly qualified medical personnel and technicians to ensure healthcare delivery of the highest quality. Facilities: The hospital offers a wide range of clinical services such as cardiology, obstetrics and gynecology, minimally invasive surgeries, medical and surgical oncology, pediatrics and neonatology, ophthalmology, urology, gastroenterology, renal transplants, orthopedics, joint replacements, plastic surgery and bariatric surgery, vascular surgery, critical care medicine, orthopedics, oncology and oncosurgeries, etc. Achievements: Since its inception in July 2005, Columbia Asia Hospitals has been committed to providing the highest levels of quality healthcare in a clean and caring environment and to ensure this robust system of policies supported by suitable procedures are implemented including pursuing of NABH accreditation which is a must for all Columbia Asia hospitals. Tie ups: With various insurance and cashless hospitalization companies. Education Facilities: The hospital has recently started certificate courses. Soft skill training for CRM: The personnel and staff are trained for compliance with regulatory and quality 197 standards such as statutory requirements, hospital policies and procedures adhering to the current standards. Computerization: Documentation consists of policies and procedures which are implemented by regularly training the personnel and conducting periodic audits to ensure the correct implementation of these policies and procedures through use of digital technology. Questionnaire: Feedback questionnaire is utilized to collect information. Customer Satisfaction Criteria: The collected CRM data is processed to evaluate patient satisfaction built on three principles with a view to achieve medical excellence which includes practice of evidence based medicine, medical audit and patient feedback and continuous professional development. Formal/Informal CRM in hospitals: Monitoring of quality indicators, incident reports, patient feedback and various mock drills for disaster and emergency situations, improvement of infrastructure, processes, and human resources. Outreach Activities: The hospital