Services Marketing

“Case Analysis”

Submitted To: Dr. Nimit Gupta

Submitted By: Shanu (43)

1
 Introduction

This case is about Advent hospital service management. Advent Hospital is a private hospital
owned and operated by a well-known business group of India located in North West Delhi.
Advent is accredited by The National Accreditation Board for testing and Calibration
Laboratories (NABL) and National Accreditation Board for Hospitals and Healthcare
providers.
Amukta is the customer care manager is at Advent hospital and the problem arose when
patient Mr. Ajay Verma and his relative Ms. Nidhi came to the hospital for the treatment but
the doctor was not available.

Identification of the Problem

Patient Ajay was suffering from cancer and advice were given to him for surgery
immediately. Dr. Mehta gave him advice but he resigned from Advent hospital. But seeing
the urgency of the situation they took the appointment of Mr. Nautiyal.. But when they
reached the hospital they found that here is an error from the OPD department as they sent
the details to Dr. U Nautiyal, senior eye surgeon instead of Dr. K. Nautiyal, senior oncologist.

Evaluation of alternative solutions

Now Amukta found that problem arose from the Hospital side. She is in a dilemma that what
strategy she should follow to solve this problem in a simple way and as soon as possible
because today she wants to go home early for her daughter’s birthday.
Firstly Hospital Staff should apologize for this because this is totally their mistake.
They should talk to the Dr, K. Nautiyal about the situation and request him if he could
come.
If Dr. doesn’t come then they should keep the patient in emergency and provide the
facility how much they could and should arrange oncologist.

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 Recommendations

Management should take corrective measure immediately for this problem

The software which is involved in the hospital is the reason for the problem because it
takes only last name of the Dr. while putting appointment details. They should do
changes in the system that when a person enters the disease name then it should
suggest the Dr. list for this particular disease then choose Dr. name.
They should check the appointment list of next day at night and send the reminder to
the Dr. of their appointments.
They should also make the appointment list of emergency patients and it can be done
by better-trained staff member instead of using the software.