Académique Documents
Professionnel Documents
Culture Documents
Bhubaneswar
(Marketing)
Submitted By
Mr. Dushmanta pradhan
ROLL NO. A30401912003
(Batch-2012-14)
Corporate Guide
Faculty Guide
BHUBANESWAR
Declaration
I do hereby declare that the Project report entitled A report on analysis of Medical
Equipments presentably submitted by me in partial fulfillment for the degree of Master of
business Administration under Amity Global Business School, Bhubaneswar is an original piece
of work done by me and has not published elsewhere or submitted for any other degree in full or
part.
Dushmanta pradhan
CERTIFICATE
This is to certify that the project entitled, A report on analysis of Medical
Equipments presentably is a bonafide record of interim report carried out by Mr.
DUSHMANTA PRADHAN a student of AMITY GLOBAL BUSINESS SCHOOL,
Bhubaneswar, bearing University Registration Number A30401912003 (Session
2012-2014), has successfully completed his/her Summer Project for
the partial fulfillment of the requirements of the award of the degree of Master of Business
Administration of Amity Global Business School, Bhubaneswar. To the best of my
knowledge and belief, this project is the original effort and contribution which he has worked
sincerely under my guidance in this duration. The summer project report has not been submitted
earlier to this University or to any other University.
Wishing him good luck for a successful career and all future endeavors.
Place: Bhubaneswar
Acknowledgement
Firstly, I would like to express my gratitude toward IMRB international for giving me the opportunity to work
with them. I would like to thanks the entire staff of IMRB international for their Co-operation during summer
training which helped in the learning experience being enjoyable and fruitful.
I shoulder the responsibility to acknowledge the following distinguished personalities who
graciously allowed me to carry out this project work successfully. I am highly indebted to Mr.
Sujeet kr. Gowami , Field manager, Imrb international and Prof. Siddhart Nanda, Amity Global
School faculty guide for providing the opportunity to prepare the project report. I extend my
thanks to all my friends for their moral support and encouragement. Last but not least I thank my
parents and relatives who inspired me always to do the best.
Dushmanta Pradhan
Table of Contents
CHAPTER- 1 (An overview of industry concern)
The medical device and equipment industry
Promotion of the sector by Government
The private and foreign investment
Some of the leading medical device and medical electronic companies
in India
Role play by major competitors in the Medical Technology Sector
Drivers for growth of medical technology sector in India
Key challenge faced by sector
I.
II.
Methodology
III.
Source of data
IV.
V.
VI.
(Suggestion)
(Bibliography)
(Appendix)
Sample questionnaire
CHAPTER- 1
(An overview of industry concern)
The Medical Devices and Equipment industry, valued at US$ 2.5 billion contributes only 6% of
Indias US$ 40 billion healthcare sector. Moreover, it is growing at a faster annual rate of 15%
than 10-12% growth seen in the Healthcare sector in its entirety. A rise in the number of
hospitals and the increased requirement for healthcare facilities creates a need for sophisticated
devices and equipment, which can provide accurate treatment to individuals. The Medical
Electronics segment of this industry incorporates control, conversion, sensing, processing,
storage, display, and transfer of information on anatomy and physiology by making use of the
Electronics and Communication Technologies. The Medical Equipment industry is quite wide
with > 14,000 different products types, as per the Global Medical Device Nomenclature
(GMDN). The products range from wound closure pads to stents and IVD machines of medical
devices. Further, it can be reasonably said that Medical Electronics is an area, where Electronics
and Information Communication Technology play a decisive role.
Moreover, significant efforts have been made in the medical technology ecosystem to stimulate
innovation in this space so that the opportunities provided in the Indian market can be capitalized
by the companies working in this domain and the Indian consumer of healthcare services stands
to benefit.
In the past, the sector has significantly brought down the incidence of disease among patients,
families, society as well as improved the countrys health system, significantly. However, in
India the penetration of medical devices is low and inadequate due to the barriers that prevent
their usage.
2. India Medtronic
4.BectonDickinson
5. Abbott Vascular
7. Baxter
8. Zimmer India
11. Stryker
24. GE Healthcare
Philips Healthcare is using its recent acquisitions in India to develop and launch a low cost Catha
Lab for the Indian market.
Low Penetration
Accessibility
Affordability
Awareness
Move toward adoption of the Global Harmonization Task Forces (GHTF) definition and
rules-based classification of medical devices.
Urgent Necessity for resource, funds allocation for training and skill up gradation.
Evolve medical technology clusters with common facilities for development, calibration,
testing, quality control, waste management etc. hence, creating an ecosystem for the
benefit of SMEs focusing on medical technology.
Increase the quality and enhance consistency of training received by medical and
paramedical staff thereby providing creative resources for leading medical innovation
efforts.
Include medical technology education within the medical curriculum with assistance
from agencies like NIPER.
Increases the training for regulatory staff especially at the State Level to ensure consistent
interpretation of regulatory approval processes for which partnership with Industry
associations maybe considered as a practice instead of sporadic efforts.
Usher further reform in the insurance sector to stimulate health insurance thereby
providing the financial incentives for medical technology innovation.
Set up a venture investment fund to address the lack of early stage venture capital
CHAPTER-2
(Company- profile)
Kantar
Group
there
search
consulting
division
of WPP.
It is associated with a group of international market companies such as the British Market
Research Bureau (BMRB)' &'Mill ward Brown International'.
With over 1200 full time staff, IMRB provides high quality, strategic thinking, execution
conceptualization, and interpretation skills. IMRB International is the only research company in
India that offers such a wide range of research based services to its clients. IMRB Internationals
specialized areas includes consumer market research both quantitative and qualitative, industrial
market research, business to business market research, social & rural market research, media
research, retail research, & consumer panels.
I M R B I n t e r n a t i o n a l t o d a y, O p e r a t e s o u t o f i t s f i v e f u l l s e r v i c e o f f i c e s i n
M u m b a i , D e l h i , Calcutta, Chennai and Bangalore and is supported by 15 other regional
centers for collection of survey information that literally span the entire country. It is able to
provide the highest quality of professional services to the utmost satisfaction of his clients which
include the small, medium and large scale industries, the government and public sector units,
multinational corporations and international companies that are eyeing the highly
promising Indian market. In India, IMRB International has five full service offices and
fifteen field offices. IMRB research supports 40 of the top 50 brands in the country.
SECTORS IT RESEARCH
IMRB International has been the pioneer in conducting market research exercises for several
sectors. Today, there is hardly any sector that IMRB International hasn't researched. From potato
wafers to PCs, cigarette to cellular phones, alcohol to air conditioners and bubblegum to building
materials
just
name
it
and
it
has
researched
all
these.
Agriculture, agro-
finance/Banking
&
Insurance,
Energy
&
Office
products
&
services,
(non
IT/non
Telecom),
Paper products, Machinery, Services, Travel & tourism, Utilities and Infrastructure, FMCG
products and many more.
ethnography, psychology and anthropology, PQR has created an array of validated tool-kits for
product innovation, communication and brand development.
110,
000 people in own and associate companies, working in over 2,000 offices in 106 countries.WPP
comprises leading companies in:
Advertising
Healthcare Communications
Specialist Communications
Within WPP, clients have access to companies of all the necessary marketing and
communications skills. This offers clients a comprehensive and, when appropriate, integrated
range of communications services.
OTHER ASSOCIATES:
IMRB International has acted as a catalyst in the development of market research infrastructure
in neighboring countries. We work with associate companies in Sri Lanka (LankaMarket
Research Bureau) and in the Middle East (Arab Market Research Bureau), and through affiliates
in Australia, Singapore, Malaysia, Thailand, Indonesia, Philippines, Egypt, Tunisia, Nepal,
Pakistan, Bangladesh and Myanmar.
Like every organization IMRB has its own vision & mission. Some of these are as follows:
VISION
To stand in first position among all the research organization which it has achieved for
last 2years.
MISSION
STRENGTHS
WEAKNESS
Some
enumerators
cannot
bring
perfect
data
up
to
the
r e q u i r e m e n t . S o i t n e e d s t o b e checked.
Most of the time respondents didnt want to give time due to the length of the
questionnaires.
Again most of the respondents dont want to give all the response and the
fact things about them.
OPPORTUNITY
Company can conducts more research by uninterrupted services and good coverage.
THREAT
Threat from biasness while collecting the data for research like respondents gave us partially
wrong data as they thought that we were from income tax department.
CHAPTER -3
(Literature Review)
In 2007 the World Health Organization (WHO), in collaboration with the Government of the
Netherlands, launched the Priority Medical Devices (PMD) project to determine whether medical
devices currently on the market were meeting the needs of health care providers and end-users
throughout the world and if not, to propose research to identifyand action to remedy
inadequacies or shortcomings. The aim of the project was to bring medical devices to the
attention of policy makers and to help guide both industry and government on public health
spending.The main objective of the Priority Medical Devices project was to identify gaps in the
availability of preventive, diagnostic, therapeutic and assistive medical devices on the market.
Mapping of gaps in the supply of medical devices constitutes a priority for governments and key
stakeholders because of the need to treat disease or disability. In addition, the project assessed
potential barriers to innovation as well as generated a research agenda and action plan.
The methodology used, took into account of the following key items:
present burden of disease and disability and the associated clinical guidelines;
potential future burden of disease and of disability, given the changing demography in many
countries;
cross cutting issues like training design, context, regulatory framework; and
Outcomes
A generic methodology to know the availability of preventive, diagnostic, therapeutic and
assistive medical devices. These gaps include medical devices that are or may be:
a. currently not available;
b. if available, not necessarily used worldwide;
c. if used, not to the extent that is desirable; or
d. That may be inappropriate for the context in which they are used.
Identification of the main barriers to innovation and diffusion of medical devices and where
possible, suggestion of solutions to either reduce or overcome these.
The promotion of medical devices as important tools for improving health care.This first phase
of the AMT project points to the next steps in a continuous process of developing tools for
assessing the availability, accessibility and appropriateness of medical devices
CHAPTER -4
(Research Design & Product
Methodology)
To make my project a complete one and an efficient one I have obtained some sampling
techniques for the completion of research work. The sampling technique of random sampling
followed by purposive sampling is applied for the research work.
In marketing research no two list are exactly identical, but there is a single procedure that can be
followed in all investigation. However, the general procedure followed now days is applicable to
most projects. Some of the step are inter related, some overlap & some are unnecessary in
most project. The steps in marketing research process are:
The first basic step was to define the Marketing problem in specific term. This include shortest
of medical equipment in cities. Also difficult to know what type of disease and how deeper
affect. The next step show the exact problem extorted during the research work. Then another
step had shown key point of that particular disease. To routed out the solution of that problem for
providing best treatment to patient.
A.
Research design
This is based on customer research design is the arrangement of connection and analysis
of data in manner that aim to combine relevance to the research
p u r p o s e w i t h e c o n o m y i n procedure. The research design specifies the
method of data collection & data analysis. The design of research happens to be in
respect of: 1) What is the study about?
2) Where will the study is carried out?
3) What will be the sample size?
The study is planned carefully with respect to source of information
b e c o n s u l t a n t e d & collected. The entire question is related to the topic. Size of
sample is 42. So cluster sampling followed by random sampling and purposive
sampling where all 42 sampling is done by purposive sampling according to the
quota control. A well designed procedure was prepared to carry the research in
a smooth manner .Several steps of the research procedure are described under
following headings.
Sampling
Listing
Quota control
SAMPLING
Sampling is an important part of the business research process. It is the part of the
total population. Although it is a subset, and representative of the total population, we have
selected this because it is ideal for research in terms of cost, convince and time. The process of
taking the s a m p l e f r o m a t o t a l o r w h o l e p o p u l a t i o n b y u s i n g s e v e r a l
s a m p l i n g t e c h n i q u e i s c a l l e d a s Sampling.
.
LISTING
Listing is the process where the entire selected sample are listed or noted. To make a list of those
criteria according to this we had gone to the name of the hospital/diagnostic/clinic
centers. There to whom we meet at the First time noted the name of respondents in that
during the interview. But for that we have to take into consideration at least one specialization
should be of the respective respondent. We had to consider those hospital/diagnostic/clinic
centers that must have at least one medical equipment (ECG, X-RAY, ULTRASOUND etc.)
Up-to the grid listing we had collected certain data about them and their employee etc.
In the Grid listing; we had collected the data regarding the specialization/doctor
of those
hospital/diagnostic
center/clinics.
Such
as;
name,
educational
q u a l i f i c a t i o n , f i e l d , e x p e r i e n c e etc.
WHY LISTING WAS NECESSARY FOR US?
Listing is necessary for us due to certain reason. Such as;
1. To know about the objective.
2. To know the other related data which is necessary for records
QUOTA CONTROL
Quota is something that has assigned before the research programmed to take that
compulsory in the sampling process to meet the requirement of the research. Quota is one type
of judgment sampling. So we had to select the cluster according to the quota control. The quota
assigned for different types of medical equipment use by users are as follows;
Hospital
1. Orthopedics
2. General care
3. Mother care
Clinic
1. General care
2. Mother and child
Diagnostic centers
PURPOSIVE SAMPLING:
It is type of sampling method, in which all the eligible respondents are selected
from the respective area without follow any random method and right hand rule. In
other words; in this we can select any hospital/diagnostic centers/clinics according to our
requirement from that area. The purposive sampling was adopted in order to save the cost, time
and ultimately to fulfill the required quotas. For the interview a sophisticated
questionnaire was prepared which was somehow a lengthy one. It was asked to
respondents very carefully and cordially. All the response was very important for this study
and every response was noted down. Most of the time we faced lots of problem but we
take all of those as an experience and try to make a cordial relationship with the respondents
through which we can get our required data or responses.
B.
PRIMARY DATA:For the selection of primary data I have obtained the sampling techniques and the
perceptionand response of each sample unit is included. We obtained the data through d
irect communication with respondents in one form and through personal interviews.
There are several method of collecting primary data, particularly in survey and
descriptive research. In every research and study it is very much important
and essential to collect primary data. For that I visited some of the places as
allotted to me. Collecting data is somehow difficult but I put my best to collect
the require data from the respondents. For that I had given all the information about this
study, like - why these data are collected? What we will do with this data?
What is their benefit? And so on. Very carefully I collect the data from the
respondents. In this study we had to follow-up certain guide lines to overcome the
wrong and unnecessary data.
D.
27
Hospital
Clinic
Diagnostic center
10
12
Hospital
Clinic
38%
Diagnostic cenrer
39%
23%
INTERPRETATION:
THERE are almost same equipments available in hospital and diagnostic center 39 and 38
percent. Rest 23 percent is available in clinic.
Ultrasound
ECG
X Ray
Ultrasound
ECG
20%
40%
40%
INTERPRETATION:
In hospital the number of equipments X-ray & Ultrasound are same 40 percent and ECG has
20 percent.
Ultrasound
ECG
X ray
Ultrasound
ECG
17%
41%
42%
INTERPRETATION:
In clinic center X-ray and Ultrasound have almost same number of equipments used 41 & 42
percent respectively. ECG has only 17 percent of equipments used.
X ray
Ultrasound
ECG
X ray
Ultrasound
ECG
17%
41%
42%
INTERPRETATION:
In diagnostic center, X-ray and Ultrasound have almost same number of equipments used 41 &
42 percent respectively. ECG has only 17 percent of equipments used.
Phillips
Siemens
Allengers
Other
GE
Phillips
Siemens
0%
Allengers
Other
0%
50%
50%
0%
INTERPRETATION:
GE and Other Brand are mostly used in X-ray.
100mA
300mA
500mA
800mA
60mA
100mA
300mA
0% 0%
500mA
800mA
0%
40%
60%
INTERPRETATION:
60mA model is used 40% in X-ray and rest 60% of 100mA.
Phillips
Siemens
Allengers
GE
Phillips
Other
1
Siemens
0%
Allengers
Other
0%
50%
50%
0%
Phillips
Siemens
Allengers
Other
GE
Phillips
Siemens
0%
Allengers
Other
0%
50%
50%
0%
INTERPRETATION:
More Brand used in ECG are GE & Siemens.
Charitable Trust
Private Hospital
10
Corporate group
Government
Charitable Trust
Private Hospital
Corporate group
0%
0%
23%
0%
77%
INTERPRETATION:
77 percent hospital is under Private Undertaking and 23 percent Organization is under
Government.
E.
F.
(Suggestions)
(Bibliography)
1. www.slideshare.net
2. http://www.hospicaresystem.co.in
3. https://www.google.co.in/
4. http://www.imrbint.com/
5. http://en.wikipedia.org/wiki/IMRB_International
6. www.wppindia.in/wpp/companies/imrb-international
7. http://www.scribd.com/
8. www.who.int
(Appendix)
This study is based on research which was done to know the awareness and usage of medical
equipment toward the patients. Mainly this study was focus in cities hospital, clinic and
diagnostic center.
SAMPLE QUESTIONNAIRE
SECTION 1-INFRASTECTURE
JN:58565
PROJECT AMT
Qnr Sl No.
BIRD CHENNAI
NAME OF THE
HOSPITAL
ADDRESS
CITY/TOWN
PHONE NUMBER
WEBSITE
01
Charitable trust/missionary
02
03
04
05
Non-medical owned
06
Corporate group
07
Terminate
4. What are the various specialists present in this hospital? [MULTIPLE CODING
POSSIBLE]
Specialty
Specialty
Anesthesia
01
Neurology
08
Cardiology
02
Neuro Surgery
09
General Surgery
03
Orthopedics
10
GI Surgery
04
Pediatrics
11
Ctvs Surgery
05
Pediatrics Surgery
12
Intensive Care
06
13
Medicine
Medical Oncology
Surgery
07
Radiation Oncology
14
SECTION 4-DIAGNOSTICS
5. How many equipments are installed in this hospital facility?
No of
equipments
X- Ray
Fluoroscopy
Ultrasound
Echocardiography
ECG
TMT/stress ECG
CT scan
MRI
PET CT/MR
Mammography
Bone Densitometer
Gamma camera
Fixed Digital
Mobile Analog
Mobile Digital
Fluoroscopy
Brand
Items
1st
2nd
3rd
4th
5th
6th
GE
01
01
01
01
01
01
Phillips
02
02
02
02
02
02
Siemens
03
03
03
03
03
03
Allengers
04
04
04
04
04
04
Other
05
05
05
05
05
05
ULTRASOUND INFRASTRUCTURE
12 How many Ultrasound equipments are installed in this hospital facility are of the
following type[SHOW CARD]
Portable
B&W
Color Doppler
Echo Cardio
Brand
Items
1st
2nd
3rd
4th
5th
6th
GE
01
01
01
01
01
01
Phillips
02
02
02
02
02
02
Siemens
03
03
03
03
03
03
Allengers
04
04
04
04
04
04
Other
05
05
05
05
05
05
ECG INFRASTRUCTURE
14. How many ECG equipments are installed in this hospital facility?
Number of
Machine
Brand
Items
1st
2nd
3rd
4th
5th
6th
GE
01
01
01
01
01
01
Phillips
02
02
02
02
02
02
Siemens
03
03
03
03
03
03
Allengers
04
04
04
04
04
04
Other
05
05
05
05
CT Scan Infrastructure
Brand
Items
1st
2nd
GE
01
01
Phillips
02
02
Siemens
03
03
Allengers
04
04
Other
05
05
MRI Infrastructure
Brand
Items
1st
2nd
GE
01
01
05
05
Phillips
02
02
Siemens
03
03
Allengers
04
04
Other
05
05