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2012

A marketing research on Mobile hospital

Nikhil Aggarwal Moirangthem Lina Dinesh kumar Arati karn Harneet kaur Ashu Rani Supriya Bajpyee

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Preface
Mobile hospital is a new concept in India. Gujarat is known as a land of opportunity. If you have something new and capacity to dominate your 100% then Gujarat is a perfect land for starting. Thats why we choose carry out research project for mobile hospital rather than any traditional subject. In this project first of all we introduce our product and then our target market.

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Introduction of product5 Introduction to the market7 Facts of the research..9 Service provide by mobile hospital..20 Refrences..21 .

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Introduction of the product:


It is difficult to provide standard definition for mobile hospital but generally all the necessary instruments are being assembled on a medium size vehicle. In various countries mobile hospitals are being assembled as per the requirement of local people. Some countries are heaving a complete train converted in hospital. Some mobile hospitals are assembled on large trucks to provide more space and so more facilities. Some mobile hospitals are being made to serve only one purpose (Mobile dental clinic, mobile X-Ray vehicle, and mobile MRI vehicle). While most mobile hospitals serve general medication. In India SS medical systems (located in Lucknow) is manufacturing mobile hospitals. Here two side views of mobile hospital is given which is manufactured by SS medical systems.
3 4 5 6 7

1 10

1 2 3 4

Back door X-ray tube Shelf Doctors table

5 6 7 8

Wash basin Water tank Air conditioner Power generator

9 10

Front door Compounder table

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3 4

1 4

Operation table Lab table

OT light

Equipment bay

Above depicted mobile hospital is manufactured by S S medical systems. Specification of the mobile hospital is given below.

The vehicle used would be a modified Eisher Canter/ Swaraj Mazda or equivalent with the following dimension, excluding Driver cabin. Length Width Height Engine power Wheel Length 16 17.5 Ft 6.5 Ft 6.25 Ft 23 Kg m or greater 6 (4 Rear 2 Front) 18 feet without drivers cabin

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Medical structure

Box type for better space utilization

This is the product we introduce to our targeted consumers. Response of consumers is discussed in the later part of the report.

Introduction to the market:


The most suitable market for this product is rural area, specifically remote villages where access to the clinic or hospital is very difficult. In India condition of all the villages and remote areas is almost similar. So we assume that the data released by government of India regarding the rural area is also applicable in our targeted villages. Here some data is presented regarding the current health scenario in India (the same is assumed to be applicable for our targeted consumers) Abortions Access to sanitation Birth rate, crude > per 1,000 people Children Underweight Rate Drug access HIV AIDS > Adult prevalence rate HIV AIDS > Deaths Hospital beds > per 1,000 people Infant mortality rate Life expectancy at birth > Female Life expectancy at birth > Male 596,345 72% 23.8 per 1,000 people 18% 0% 0.9% 310,000 0.9 per 1,000 people 57.92 71.9 years 66.87 years [3rd of 19] [77th of 129] [73rd of 195] [1st of 95] [152nd of 163] [58th of 136] [2nd of 102] [59th of 149] [44th of 179] [145th of 226] [141st of 226]

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Life expectancy at birth > Total population Malaria cases > per 100,000 Maternal mortality Physicians > per 1,000 people Probability of not reaching 40 Tobacco > Cigarette consumption Tobacco > Total adult smokers Water availability

69.25 years 7 540 per 100,000 0.6 per 1,000 people 16.7% 129 16 1,880 cubic meters

[145th of 225] [81st of 94] [19th of 136] [19th of 148] [53rd of 111] [101st of 106] [101st of 121] [123rd of 169]

After the research through structured questioner and interviews we find some favorable conditions in our targeted area of study. The family head of almost all the families is uneducated. Most of the families are lower middle class. Farming is the most common occupation among the sample population. Lack of healthy habits People are unaware of the common facts about the health and life threatening diseases. In the name of medical infrastructure there is only a small clinic which is not regularly visited by doctor. Apart from above mentioned summary there are many more facts we found to be perfect for our product.

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Facts of the research: Research area:


JOD village: Approx population 6000 VASKHILIYA village: approx population 5500 These two villages contains mostly lower middle class and below poverty line, uneducated people.

Sample size: 80
We take 80 families as the representative of population of two villages. We collect 40 samples from each village. Total no. of people in 80 families: 488 Average no. of members per family: 6.1 Most of the families are combined families. Generally each family is having grandfather or grandmother or both, husband wife and at least two children. Distribution of population as per age group
SR. NO. 1 Age group 0 to two years No. of people 32 % of total 07 %

2 3 4 5 6

3 to 12 years 13 to 19 years 20 to 35 years 35 to 50 years Above 50 years TOTAL

56 42 122 112 124 488

11 % 09 % 25 % 23 % 25 % 100 %

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Above data shows 25 % population is below 20 years and other 25 % is above 50 years. In the remaining 50% there are mostly married couples where most of the women are housewives. From this analysis we can derive that 25 % population is earning for rest of the 75% population. So health of the earning member of family is most important and in whatever condition, people in this age group may spend good amount on health. Distribution of age group on the basis of above table.
140 120 100 80 60 40 20 0 1 2 3 4 5 6 Series1

Annual income:
Income group Up to 50,000 Rs 50,000 to 1,00,000 1,00,000 to 1,50,000 1,50,000 to 2,00,000 No. of people 28 37 12 04 % of total 34 % 46 % 15 % 05 %

Half of the families are earning between 50,000 to 1, 00,000 rupees. There are average 6 persons per
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family. This population may spend more amounts on health than 34% families earning below 50,000 rupees annually. These 34% population may not visit hospital during general sickness like fever and cold. Other 20 % families are earning more than 1, 00,000 Rs. Annually which might have capability to visit private hospitals. On the basis of above results we can identify that 46 % population as our target population as a mobile hospital consumers.

Health insurance:
There is no surprise in result of study of this factor. In the whole sample population there is not a single health insurance holder. Many factors might responsible for such situation. There is a lack of awareness among the rural people due to low level of education and less connectivity with outer world. It is worth less to expect health insurance from rural population because in urban are also very less number of people is having health insurance. For the mobile hospital it is a favorable condition. People are not going to the private hospitals due to expensive treatments and lack of any insurance.

Distance of the nearest hospital:


The nearest government hospital is 6 to 7 kms away from these villages which takes almost half an hour to reach at the hospital. Again income factor is barrier. People having their own vehicle might have quick access to the hospital but most of the population is in the lower income group with no personal transportation facility. These people use auto rickshaw as the only possible transportation facility. Due to remote area frequency of auto rickshaw is low. It is not always possible to ketch the auto immediately. Mobile hospital is a perfect solution for this problem. It will comes at the doorstep, patient dont require to takes pain of travelling.

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Frequency of the visit of hospital:


Sr. no 1 2 3 frequency One time par month Two time par month Three time par month No. of people 50 26 4 % of total 62 % 33% 05%

One third of the people are visiting the hospital twice a month. We can relate this data to the income of relative families. People visiting hospital twice a month are among those, having annual income is between 50,000 to 1, 00,000. Rest of the people is visiting the hospital once a month. People having law income may avoid the hospital in case of some mild diseases or due to distance problem. If mobile hospital may introduce in this area, frequency of hospital visits would be increase. Mobile hospital will encourage people to take expert advice in case of any kind of diseases, either a mild one or chronic.

Expense:
Sr. no 1 2 3 4 Expense @ hospital Up to 50 Rs. 50 to 75 Rs. Up to 100 Rs. Above 100 Rs. No. of people 17 00 42 21 % of total 21% 00% 53% 26%

Data shows that half of the population is spending up to 100 rupees per visit

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26 % population spends more than 100 rupees. Overall three out of four individuals spends at least 100 rupees per visit. Population of these two villages is nearby 11,500 occupied by approx 2000 families. Each family visits the hospital at least once a month. About 1500 families are capable of paying 100 or more per visit, and right now they are paying also. Rest of the families are belongs to below poverty line. Despite they spends up to 50 rupees per visit. 1500 * 100 = 150000 500 * 50 = 25000 Total = 1, 75, 000 Above calculation show that people from these two villages spends about 1.75 lakhs per month accumulate. This all amount is not going to the hospital. The amount is distributed among the hospital, medicine expense and travelling cost. The profitability of mobile hospital and other benefits would be discussed in the later part of the report.

Diseases:

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Sr. no 1 2 3 4 5 6 7

Disease Fever, cold, injury Fever, diarrhea Fever Snake or scorpion bite Diarrhea Headache & vomiting Other

No. of people 34 16 05 00 05 00 20

% of total 43 % 20 % 06 % 00 % 06 % 00 % 25 %

Above data shows why people visiting the hospital. 1. 20% people say they are visiting hospital in case of fever and diarrhea. In fact they are talking about their children. This segment is having at least one infant (age between 0 to 2 years). 2. Another data shows people not visiting hospital in case of normal problem like head-ache and vomiting. Here distance of hospital and transportation problem might be responsible. If they have easy access to hospital then they might pay a little bit amounts on such problems also. 3. In case of snake or scorpion bite also people dont want to go to hospital. 3.1. By talking to local people we got to know that in past many people die of snake bite. 3.2. People reveal that they consider the snake bite as a curse of their deity and they went to temple rather than hospital. 3.3.Many people lost their lives due to such misbelieves. 4. Problems of another half of the people are common. They goes to hospital with the problems of fever, cold or injury. Functions of mobile hospital over these problems and advantages are discussed in later part of the report.

Competition with 108:

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Sr. no 1 2

Particular 108 Mobile hospital

No. of people 47 33

% of total 59 % 41 %

With the introduction of the mobile hospital the most common confusion people may strike with is 108 service. For the rural people it is difficult to distinguish between mobile hospital and 108 service. Thats why we asked for preference of people between 108 and the mobile hospital at the time of accident (108 just carry people to the hospital, while mobile hospital is immediately provide the medication) 60 % of the people say they would call for 108. These people may still not fully understand the concept of mobile hospital. To target this segment, an awareness campaign must be carried out.

Service at doorstep:
Sr. no 1 2 If service provides in village Yes No No. of people 69 11 % of total 86 % 14 %

Mobile hospital is a solution of poor medical infrastructure in rural area. people can take advantage of fully equipped and latest facilities at the door step. We asked people, if such a great facility is available on the wheels and at their doorstep then they would prefer it to the hospital or not. The response was amazing almost all the people are willing to take advantage of this facility.

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Payment pattern:
Sr. no 1 2 3 Payment Immediately Weekly Monthly No. of people 16 06 58 % of total 20 % 08 % 72 %

Money on the hand is the most common problem in the rural area. sometimes people avoids the hospital due to cash problem. For immovable hospitals this might be disadvantage but if proper strategy is carried out then it might be a advantage for mobile hospital To know about the cash problem we present few payment patterns to people and asked to choose one of them. Only 20% people are ready to pay immediately. We can relate this data to the data of income. This 20% people belong to segment, having annual income nearby or more than 1 lakh rupees. Almost 70 % people show unwillingness to pay immediate. But it not disadvantage, it is advantage for mobile hospital that would be discussed in the strategic part of the mobile hospital.

Women related issues:


During pregnancy visits:
We cant ignore women related issues because half of the population contains them. All the women in rural area are house wives while some of them are working in the farm or connected with some other labor work. These women mostly visit the hospital during the pregnancy period and post pregnancy period. So we ask them about the frequency of their visit to hospital during the pregnancy period. The result was quite encouraging. All the women visit the hospital once a month. it indicate that despite of being uneducated and having less poor financial condition they are not going to compromise with their upcoming child. Here somewhat emotional factor of human being works. For the mobile hospital it may become a frequent source of income.

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Cost per visit:


Sr. no 1 2 3 Amount Up to 100 100 to 200 Above 200 No. of people 09 65 06 % of total 81 % 11 % 08 %

We also asked them about their expense during the pregnancy visits. The proportion of expense during pregnancy visits is quite more than general diseases. All the women are spending minimum 100 rupees. 20 % women spending nearby or more than 200 rupees. Again we can relate this data to that of the income. These women may belong to the segment of families having income more than 1 lakh per annum. By the personal interviews we got to know that During pregnancy women spend money on sonography checkups. They also spend on other laboratory checkups. During pregnancy traveling cost increases because all the laboratory facilities are not available in the nearest hospital. They also spent a small proportion on fruits and other health foods. Vaccination is free at the government hospital but again, to take this advantage they have to travel more. Expense is not equal during each month. When time of delivery comes near number of hospital visits increases and so that expense.

Cost at the time of delivery:


Sr. no 1 Amount Up to 1500 No. of people 00 % of total 00 %

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2 3 4

1500 to 2000 2000 to 3000 Above 3000

67 00 13

84 % 00 % 16 %

In this time of inflation medical expenses in private hospitals are touching the sky. All the women cant afford to give their child birth at private hospital. Our data ravels that 16 % of women spends more than 3000 Rs. during the time of delivery. In fact this amount is not nearby 3000 Rs. it may vary between 6000 Rs. to 10,000 Rs. Here also our data can be compared with the data of income. These women belong to the higher income group of population. Rest of the all women has only one option: nearest government hospital. Women complained about the law standard of service at the government hospital. There were some incidences took place in past about the death of child or mother in complicated delivery situation. The main reason for this fact is: Government hospitals are less equipped with compare to their private counterparts. Expert doctors are not willing to work in rural area. Some time case of delivery need to shift at some large hospital and time of travelling make the case more difficult.

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Willingness for mobile hospital:


Sr. no 1 2 Preference Hospital Mobile hospital No. of people 21 59 % of total 26 % 74 %

We asked women to choose between the hospital and mobile hospital if mobile hospital cost less than hospital. The response was obvious: almost three out of four women are willing to use the mobile hospital. It is an encouraging data for mobile hospital. We can think about to prepare the special mobile hospital for women only. It would be more profitable and will receive many patients due to its immense benefits.

Service provided by Mobile


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Hospital according to the problems:


Up till here we discussed about the facts about the market and problems. From now we relate the solutions to this problems that will give us the clear picture of service provided by mobile hospital.

Staff of mobile hospital:


Doctor: Generally expert and highly qualified doctors are not willing to work in rural area. but with mobile hospital they would be ready to provide their service in rural area because they dont required to live in village. For the doctor it would be like any employee of company who works few tens of kilometers away from home. He goes in companys bus and came return in the same vehicle. With this concept many young doctors will encourage to work with mobile hospital. In mobile hospital an enough space has been provided for doctor and Operation Theater. Compounder & driver A doctor requires only one person for help. In Mobile Hospital a separate table is provided for compounder. A driver is also required to carry the Mobile Hospital anywhere, any time. But drivers work would be only to drive the vehicle. After reaching at the destination he would be of no use. To avoid the double cost, a compounder should be hired who can also drive the vehicle.

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Service for general diseases:


Data reveals that most of the people visit the hospital for fever, cold and injuries. So according to these problems in mobile hospital There will be a large stock of anti viral medicines. There will be dressing Operation Theater table will also be used to cure the injuries. Mobile Hospital will also provide immediate cure for fractures. In rural area snake and scorpion bites are common. Mobile hospital will also carry anti poison vaccines. After the snake bite the time is most important factor which decides if person would be alive or not. With mobile hospital, immediate response would be given to such patient. To operate in emergency case, equipment bay will be always full of sterile equipments. There will be a stock of law dosed medicines for children and old aged people

Accident response:
Generally accidents are not found in the rural area. But on the highway passing nearby the village, accidents take place frequently. Right now the 108 is only facility people calls for as an immediate response of accident. But in 108 there is not a facility of Operation Theater. Mobile Hospital contains Operation Theater which will be able to start the operation at the place of accident immediately. Mobile Hospital will provide immediate access in large area and number of death due to late access of medication would be decreased.

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Problems related to women:


Our data reveals that women visit the hospital frequently during the pregnancy period. We can consider them as a loyal customer. They are also spending more than general diseases. So we can plan to allot a separate Mobile Hospital only for women which deal with all the pregnancy related problems. In women mobile hospital there would be a leady doctor and nurse. Here a driver would be required. In Women Mobile Hospital there would be a laboratory. Laboratory will be equipped with all the necessary instruments required to perform various tests. If we want delivery possible in mobile hospital then a larger vehicle and more staff would be required. It depends upon the owner of the mobile hospital; either it is a government or private sector and goal of the organization: profit or philanthropy. However mobile hospital can generate a good profit. As per our data; There are 25% people having age between 20 to 35 years. These are mostly couples. So we can assume that half of them are female. The population of our selected villages is nearby 11,500. So 12.5 % of the population is women having age between 20 to 35 years. Approx 1450 Women are in these age group. Half of them are newly married and supposed to have a children in nearby future (Approx 725 females). If we assume that half of these newly married females would be in pregnancy period at a time, then mobile hospital would have approx 300 patients(with requirement of same treatment) to look after during the period of one month. These patients will generate approx revenue of 35 to 40 thousand. If mobile hospital can have delivery facility then more revenue can be generated. Year by year old females would be replaced by new comers

In all, it can be proved a hen laying golden eggs.

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