Proposal for a Hospital

charitable Cardiology
Institute

BY:
PANKAJ MOHAN SHARMA

TABLE OF CONTENTS
1. Promoter’s Background
2. Objectives of Study
3. Healthcare in India Medical Tourism Scenario
4. Health Insurance Scenario
5. Location Analysis of Jaipur
6. SWOT Analysis
7. Proposed Hospital Profile
8. Budgetary Considerations
 9. Expected Revenue and break – even Analysis

PROMOTER’S BACKGROUND
Dr PANKAJ MOHAN SHARMA, MBA, MHA A CARDIOLOGIST and health
care Market leader, presentably works as a Cardiology Innovative Business
Consultant in India. He proposed to set-up a Multi speciality Tertiary Health
care Hospital with Cardiology main focus ground to cater to the Population
of Jaipur (RAJASTHAN) India. He is specialist In Cardiology and Business
Management consultant. He has seven years experience in cardiology
innovation, marketing, hospital development and Business planning.

Mrs Sosan - An Eminent Business woman and cardiology nurture

The Global cardiology consultant

The Group is interested in conducting a detailed exploratory market
research and financial feasibility to understand the demand and supply of
health care and relevant market opportunities to make a conclusion for the
upcoming proposed project in JAIPUR.

We need fund raisers , Volunteers for our charitable

hospital from all over world ,If you want to be part of our
Volunteer Team Please send us your latest resume ,
 volunteering for us
We need volunteer from all over world for
1 Fund raising for start up project .
2 For Free Medical Treatment In India for the poor
patients of your country,
3 To promote Medical Tourism in india,
4 For working in the hospital ,
5 For Opening Our local office in Your city and in your
country

This is the greatest opportunity for helping those who

could not help them self , You will help millions of people
all over world who are not able to get medical treatment
due to poverty ,

Please join us as our International Director , Volunteer ,

Fund raiser , and Help us to build a world class charitable
hospital for patients of all over the world,

Please send us your resume and donation to

Global Health care
Dr PANKAJ MOHAN SHARMA
Q-3 FRU 1, RCH HOSPITAL
SECTOR 30 , FARIDABAD , HARYNA INDIA

BANK DETAILS-- A/C NO- 629401539781

ICICI BANK
BRANCH FARIDABAD

The Detailed Project Report comprises primarily of two main parts:

Market Research: understanding the need gap and requirement for a
multi specialty hospital; assess the healthcare delivery systems of
competitors, and a review of all stake holders on the lacunae and strengths.
Financial Feasibility: To derive the Project cost details, Income and
Expenditure estimates, Break –Even Analysis and other important
projections, a comprehensive Feasibility study was done.
OBJECTIVES OF STUDY
1. To perform feasibility analysis for a hospital at the Jaipur Rajasthan.
2. To give an estimate of budget required for the project.
3. To calculate the expected profits and the break – even point for the
project.
4. To Emphasis on expansion of the project.

To establish a charitable Hospital in Cardiology excellence in India

for health healing and learning of humanity. This is a multispeciality
hospital which will cover all the speciality of medicine Surgeries,
paediatrics, ophthalmology and Surgery

Our Prime focus is to establish a global cardiac care centre for the
cardiology Excellence,

Which will provide lowest cost but higest

quality world class medical services to
everyone, It will adopt poor patients from all
over world for free medical and surgical
treatment,

WE NEED YOU AS A VOLUNTEER , AS

A INTERNATIONAL DIRECTOR ,
which will provide world class cardiac care, angioplasties, bye pass
operation, Open heart surgeries with latest advancement in cardiology
treatment
This will be first hospital in India which will provide Interventional Cardiac
Radiology services during cardiac procedures,
Apart from cardiology our aim is to provide world class neurology services,
world class ophthalmology services, Infertility centre, world class
nephrology and dialysis centre, rhematology centre, world class paediatric
Neonatology centre with excellence, World class critical care services, world
class laproscopic and key hole surgeries centre, world class orthopaedic
surgeries and trauma treatment centre in our hospital premise.
With the hospital we will run a Nursing college for production of speciality
nurses, Our Nursing College will be art of nursing institution and will work
with the hospital from the start up date.

Second phase is to establish a Medical college of capacity 100 students in a

year with the attached hospital and to extend the hospital to 700 beds
capacity.
 This Project Report is presented for the start up funding.
HEALTH CARE IN INDIA

 Indian Healthcare Industry to Double in Value by 2012

 Rising income levels
 Changing demographics
 Shift in disease profile from chronic to lifestyle diseases to propel the
 growth
 The health infrastructure across Indian states is projected to grow by an
average of 5.8 percent per annum between 2009-2013, taking the total
expenditure in 2013 to USD 14.2 billion
 Of the 32 Indian states that the report considered, the six states of
Rajasthan, Maharashtra, West Bengal, Uttar Pradesh, Tamil Nadu and
Andhra Pradesh are forecasted to represent approximately 50 percent of
the expenditure for 2009-2013 period.
 While the Indian healthcare system has grown manifold over the past
few years, it has yet not been able to keep pace with the rapid rise in the
population. One example of that is the availability of hospital beds in our
country —against a world average of four beds per 1,000 population,
India lags behind at just over 0.7 presently.” There is a growing need to
deal with the issues of urban healthcare infrastructure as rural to urban
migration has significantly increased the demand for these services.
 The Indian healthcare industry is estimated to double in value by 2012
and more than quadruple by 2017. The main factors propelling this
growth are rising income levels, changing demographics and illness
profiles, with a shift from chronic to lifestyle diseases. This is likely to
result in considerable infrastructure. The healthcare sector in India is
undergoing a phase of reform propelled by rapid economic growth. Apart
from the healthcare providers, emerging markets such as diagnostic
chains and medical device manufacturers are attracting increasing
amounts of investment.
 In comparison to all 32 states, Rajasthan forecasted to maintain its
dominance as the state with highest cumulative healthcare infrastructure
expenditure, with spend of $ 7.3 billion between 2009 - 201cture
challenges and opportunities.

The Indian Healthcare Industry-An Overview

 India's healthcare sector has been growing rapidly and estimated to be
worth US$ 40 billion by 2012
 Revenues from the healthcare sector account for 5.2 per cent of the GDP,
making it the third largest growth segment in India.
 The sector's growth will be driven by the country's growing middle class,
which can afford quality healthcare.

Growth drivers
 Medical Tourism
 Telemedicine
 Healthcare services outsourcing
 Diagnostic services
 Increasing awareness
 Medical insurance
 Aging population
 Growing urbanization
  Low cost treatment

Pharmaceutical companies are going online to shorten the development and

approval cycle of new drugs.

MEDICAL TOURISM IN INDIA OR HEALTHCARE TOURISM

 Indian hospitals are fast becoming the first choice for foreign patients
owing to easy access to visa facilities, coupled with the best emerging
medical infrastructure, which will help India earn to an extent of US$
1.86 billion in foreign exchange by 2012. Currently, India's earnings
through medical tourism annually are an estimated US$ 821.40 million.
Medical tourism can be broadly defined as the provision of 'cost effective'
private medical care in collaboration with the tourism industry for patients
needing surgical and other forms of specialized treatment.
Jointly facilitated by the corporate sector involved in medical and healthcare
as well as the tourism industry - both private and public.
India has originated as one of the most important hubs for medical tourism.
A nice blend of top-class medical expertise at attractive prices is helping
more and more Indian corporate hospitals to lure foreign patients, including
patients from developed nations such as the UK and the US, for high end
surgeries like Cardiac By-Pass Surgery or a Knee/Hip Replacement.
 A combination of many factors has lead to the recent increase in
popularity of medical tourism.
 Exorbitant cost of healthcare and medical facilities in advanced
countries,
 ease and affordability of international travel,
 favourable currency exchange rates in the global economy, rapidly
improving technology and high standards of medical care in the
 developing countries
Salient Features
 Low cost medical treatment
 High quality medical care
 Low wait time for critical treatments
 Fluent English speaking staff

HEALTH INSURANCE SCENARIO IN INDIA

 With less than 10 per cent of the population having some sort of health
insurance, the potential market for health insurance is huge.
 Indian health insurance business is fast growing at 50 per cent and is
expected to continue growing at this pace.
 The sector is projected to grow to US$ 5.75 billion by 2010, according to
a study by the New Delhi-based PHD Chamber of Commerce and
Industry.
 One-fifth of India's population is likely to have a medical insurance by
2015
 Estimated increase in consumer spending on healthcare from US$ 2,054
per household in 2005 to US$ 3514 per household by 2015.
 In some cases, the Government is partnering with the private sector to
provide coverage at a low cost. The Yashaswini Insurance scheme,
launched in 2002 in Karnataka by a public-private partnership.

NEED FOR MULTI SPECIALITY HOSPITALS

100 Doctors interviewed

 All facilities under one roof.

 Most advanced facilities.

 Provides Basic Facilities at a rock bottom price with the same quality.
 They can attract talent.
 Indian Healthcare Industry-Growing and Innovating High Tech Area.
 Change in attitude towards healthcare.

LOCATION ANALYSIS OF JAIPUR

Jaipur is the last well planned city of India, located in the
desert lands of India, Rajasthan. The city which once had
been the capital of the royalty now is the capital city of
Rajasthan. The very structure of Jaipur resembles the
taste of the Rajputs and the Royal families. In the present
date, Jaipur is the major business centre for the natives of
Rajasthan with all requisites of a metropolitan city.
No. of large and medium scale running units: 48 No. of
small scale units: 19,544 No. of industrial areas: 19
(Bagru, Bassi, Bais Godam, Bindyaka, Dudu, Hirawala,
Jetpura, Jhotwara, Kaladera, Kanakpura, Kartarpura,
Malviya Nagar, Phulera, Renwal, Sanganer, Shahpura,
Sitapura, Sudarshanpur and Vishwakarma)
Jaipur district is a centre for both modern and traditional
industries. The main industrial products include: acetylene
gas, ACSR (Aluminium Conductor Steel Reinforced) cable,
all-purpose flour (maida), atta flour, ball bearings, bottling
of LPG, ceramics, pottery, cold roll strips, corrugated
boxes, deoiled cakes, durries, dyeing and printing, edible
oil, electronic items, engraving on brass items, ferrous and
non-ferrous castings, gems and jewellery, general
engineering and manufacturing, granite slabs and tiles,
hand-made paper, handicraft items, halogen automobile
headlamps, "hawai" chappals (sandals), household
electrical appliances, HT steel strips, iodised salt, lamps,
laminated springs for railways, marble statues, marble
tiles & slabs, moulded plastic components for electronics,
nitrochlorobenzene, oxygen gas, perfumes, pigments,
plastic containers, P.P. multifilament yarn, PVC cables, PVC
doors, PVC footwear, canvas shoes, Portland cement,
ready made garments (clothing), re-roller products,
semolina (suji), steel furniture, steel ingots, stone grits,
synthetic leather, suits & shirts made of synthetic
materials, tablets and capsules, two way radio and line,
washing soap, wheat, woollen carpets, refined vegetable
oil and vanaspati ghee heavy Steel fabrication, brass and
lacquer work, enamel work, gems and jewellery, granite
tiles, handlooms, marble statues, printed cloth and
textiles, ready made garments, woollen and silk carpets.
Jaipur has been ranked 31 among the 50 Emerging Global
Outsourcing cities. Genpact and Infosys have their BPO
already established and running successfully. In fact
Genpact has the fastest growing location in Jaipur. Real
Estate business is flourishing well from last 2–3 years.
Some of the companies already present here include
MICO, Coca Cola, IBM, Ericsson and NEI popularly known
as NBC Bearings.
Jaipur also has Reserve bank of India and many other
prominent international banks. India's largest integrated
IT SEZ Mahindra World City is located in Jaipur. Master
planned by Jurong Constructions Singapore it covers
nearly 3,000 acres (12 km2) of land off Ajmer highway
and has already attracted major companies like Infosys,
TCS, Wipro, Tech Mahindra, Truworth and Bank. India’s
one of a kind World Trade Park is also under construction
in Malaviya Nagar. It will be having luxury hotel, business
halls, five screen multiplex, underwater restaurant and
many showrooms of international brands. In coming years
it will be the hub for modern business development in
Jaipur. Jaipur is soon planned to have an International
Convention Centre and a Golf course. A film city near Agra
highway is also in the pipeline.
Tourism is a significant part of Jaipur's economy. Some of
the world's best hotels are located here.
Hospitals in JAIPUR

Page 11 of 27
HOSPITALS BED STRENGTH(APPROX)
SMS Medical college 700
Fortis 350
S D M HOSPIAL 300
GANDHI HOSPITAL 100
SONY 200
AMAR JAIN 150
Birala 200
Monilake 780
APPLO 300

Total Population( JAIPUR) 3,300,000 (2009)

Bed ratio (present) 1.8
Total Beds Required 10,000(WHO recommendation 3 per
1000 population)
Beds Available 6000(APPROX)
Bed Deficit 4000

Disease prevalence’s in JAIPUR

Heart attack, Blood Pressure, Angina, Unstable angina, COAD, TB.
Positive Factors
81% Literate population
Densely Populated 7,214/ Km²
Majority of High and Middle income group
Good sewerage system
Huge scope for further development

Population of Jaipur city (2009) excluding suburbs is around 3,300,000

(approx). Total bed strengths (which includes Private and Government
Hospitals) are 6000 approx. So number of beds per 1000 population is 1.8,
but according to WHO standards it should be 3. So we are short of 4000
beds in Pune. And this shortage will increase in future.
IT Services sector remains a major driver of the economy and jobs created
here Rajasthan NRI Diaspora and first-generation of successful technology
entrepreneurs are encouraging a renaissance of entrepreneurial activity.
JAIPUR is emerging as a prominent location for tourism and manufacturing
companies to expand.
25% of income of JAIPUR comes from Handy craft, export, semiprecious
– Precious stones cutting, Apparels and IT sector.
JAIPUR has the sixth largest metropolitan economy and the highest per
capita income in the country.

Negative Factors
Reputed hospitals like Fortis, Apollo SDM, and Birla
Market penetration not difficult for newcomer

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High Real estate rates
Scarcity of Trained Doctors, Specialist, Nursing staff (common problem of
whole India)
Congested space around hospital premises

SWOT ANALYSIS
Strengths:
1 JAIPUR is called as Pink City of India; it is as huge Tourist Destination
from all over world. Also it is gallery of Export, hub of IT industry, thus we
expect high employer base utilisation of insurance a hospital services.
Medical Tourism is best Business Approach for Jaipur

2: Easy Availability of skilled doctors and trained Para-medical

staff and investments required to uplift the current status of the
healthcare. Jaipur is known for Education Hub for Medical Education in
India
Weakness-- No significant
Opportunities: Changes in demography and socio-economic mix are
altering the population's disease profile and increasing the incidence of
lifestyle diseases thus increasing the demand for beds
Threats: Steep population growth with lack of proper healthcare policies,
Infrastructure and accessibility to the healthcare for all is challenge in the
coming days.

LAND FEASIBILITY SURVEY

A Land Feasibility Study is conducted to evaluate and determine the
suitability of the soils relative to a parcel of land where an on-site sewage
system would be used
Erosion & Sediment The site is assessed according to its current erosion
and sediment loss conditions and then a new plan is designed proposing a
new topography for sediment control and erosion prevention.
Proper Water Supply
Proper Sewage System

PROPOSED HOSPITAL

GLOBAL CARDIOLOGY INSTITUTE & MULTISPECIALITY

HOSPITAL
Colour: Red signifies the colour of life and the courage to deal with

Page 13 of 27
emotionally disturbed customers
Mission
To serve and enrich the quality of life of patients suffering from diseases,
through the efficient deployment of technology and human expertise, in a
caring and nurturing environment with the greatest respect for human
dignity and life.
Vision
Global Cardiology Hospital will strive with excellence to fulfil the needs of
the community in its chosen field of medical treatment and grow to be the
biggest and most respected name in quality healthcare business in the
country.
Global Cardiology Institute & Multispeciality Hospital
It will be 200 bedded Research Hospital which will be accomplished in 3
phases
Rationale: - Availability of land
Availability of finances
Competitors
First Phase 200 beds; it will take one and half year to commence the
Hospital after acquiring the land. (OCT 2009- MARCH 2010). Hospital +
Angel Investors tie up (joint venture)
Angel Investor will be investing 75 crores in three phases 25 crores into
my business.
Means- $ 15 million USD for first phase of hospital and nursing college
1. Purchase of land
2. Second Phase 100 beds hospital
3. Third Phase nursing paramedical college
Final phase-- For the Second Year – development of Medical/
dental college-- $ 25 Million USD

Here we will focus on First phase of hospital and nursing college,

Nature of the Hospital (GLOBAL CARDIOLOGY INSTITUTE and

NURSING COLLEGE)

The Global cardiology Institute & Multispeciality Hospital will be a high

end hospital with the following characteristics:
 250 bedded acute care tertiary healthcare facility with specialty and
super specialty services
 Full outpatient department, inpatient department and primary care
services
 It will have a state of the art radiology imaging centre
 It will be fully digitised and paperless with all clinicians and
departments using an Electronic Patient Record system at all times
 It will provide an intimate, friendly and caring environment
 Its design and processes will be patient‐focussed
 High staff to patient ratios for personalised care
 Providing the highest standards of cleanliness, comfort, safety and
convenience
Page 14 of 27
  State of the art medical equipment and evidence based protocols
It will be staffed by selected, highly‐qualified healthcare professionals to
ensure highest quality practices
THERAPEUTIC SPECIALITIES
• Ortho
• Cardiology
• Gynaecology
• Paediatrics
• ENT
• Sex clinic/ counselling centre
• Rehabilitation centre
• Psychiatry
• Dental
• Wellness centre
• Ophthalmology
• Medicine
• Surgery

SUPER SPECIALITY
1) Liver Transplant and Digestive Diseases
2) Joint Replacement
3) Women and Child Care
4) Trans Nasal Brain Tumour Surgery
5) PELD Minimal Access Slipped Disk Surgery
6) Urology and Andrology
7) Obesity Surgery

DIAGNOSTIC SERVICESS
o Radiology: CT scan, MRI, bone mineral densitometry, mammography,
ultrasound, x‐ray
o Laboratory: biochemistry, haematology, serology, microbiology,
clinical pathology, histopathology

Other support services

o Endoscopies, blood bank and blood components, dialysis, non‐
invasive cardiology such as echo, stress testing, holter, and ECG

IT Driven tools and service

 Hospital management system
 Billing

Page 15 of 27
  Inventory
 Accounts management
 Records management
 ERP solution
 Telemedicine and medical informatics
 Decision support system that improves diagnosis and treatment
 Healthcare players are establishing ways to give customers easy
access to pertinent information
 Pharmaceutical companies are moving to speed development and
delivery of new drugs

Hospital Peculiarities
 Micro-processor based implant able in patients.
 CPU-driven technology supported by artificial intelligence.
 Robotics in OTs
 Robotics in Path-labs / Research.
 Laser Technology in surgery
 Instrumentation in medical and surgical practices.
 IT tools for net-working examination, diagnostics, treatment rooms
and OTs.
 IT Tools along with artificial intelligence and microprocessor
technologies for equipment maintenance and trouble shooting.
 IT tools for generation of disease specific data.
USP
• Quality healthcare services with state of the art medical facilities
under one roof

• Well qualified staff

• Excellent customer patients services

• Easily accessible and competitively priced.

• Customized designs to suit the varying needs of different

customers (patients)

• Constant interaction with the patients and strong bonding with

them

• Promoting healthy India

Floor Wise Design:

Basement:-
 10 OPD’s
 Diagnostics, Lab
 Waiting lobby

Page 16 of 27
Ground Floor
 Lord Tara Temple
 Reception,
 ADT department
 Billing Department
 Blood Bank
 Cafeteria
 Children Play Area
 Emergency Department
 Admin Department
 ATM

First Floor
 OT
 SICU
 Labour Room
 NICU
 PICU
 ICCU
 CATH LAB
 CARDITHORACIC OT
 CTVS ICU
 HDU

Second Floor
 General Ward
 Twin Sharing
 Semi -Deluxe Rooms
 Library

Third Floor
 General Ward
 Deluxe- Rooms
 Suite

Fourth Floor
 Tele-Medicine Department
 Conference Hall
 Yoga Area
 Ayurvedic Department

ESTIMATED MANPOWER

Department of Laboratory
Nurses in the Hospital
Medicine

Page 17 of 27
Nurses in I.C.C,U/ ICU 12 Section Head 1
Number of Technicians for
Nurses in S.C.C.U 9 6
fairly automated lab
Number of
Nurses in I.C.C.U 0 Technicians manual/fairly 9
automated lab
Nurses in N.I.C.U 7 Senior Technicians 1
Nurses in Special ward 12 Total Technicians 10
Nurses in Deluxe ward 4 Relievers 3
Attendants for Automated
Nurses in Double ward 7 6
Lab
Nurses in Single ward 19 Relievers for Attendants 0
Nurses in General ward 8 Reception cum Clerk 1
Nurses in Day care 4 Relievers for Clerks 0
Nurses in Operation Theatre 5
Nurses in OPD 7 Department of Imaging Sciences
Nurses in Casualty ward 7 Section Head 1
Number of Technicians for
Nurses in Labour Room 1 2
routine X-rays,
Total Nurses in the
Special procedures like
Hospital(Including 30% 90 4
myelography
of Relievers)
barium investigations, HSG
etc.
Physiotherapy Department Relievers 1
Physiotherapists 1
Physiotherapists
0 Department of Ultra Sound
Aide/Junior Trainee
Senior Physiotherapists 0 Number of Technicians 2
Total Physiotherapists 1 Attendants for Ultra Sound 4
Relievers 1
Pharmacy Department
Pharmacists for Indoor Department of ECG & 2D ECHO
1
Issues
Pharmacists for OPD
2 Technicians with Echo 5
Issues
Junior Pharmacists 0 Relievers 2
Senior Pharmacist 0
Pharmacy Aide 0 Special Services
Chief Pharmacist 1 Blood Bank 0
Total Staff in Pharmacy 4 Health Check Up 1
X-Ray 0
General Maintenance Infection Control Nurse 1
Manpower required 9 Nurse Clinical Specialist 1
Total staff - special
Relievers 3 3
services
Total Staff in General 12

Page 18 of 27
Maintenance

Security Department Food Service Department

Security guards (Including
5 Dietician 1
gateways & Special areas)
Relievers 2
Security Supervisor 5 Cook 3
Total Staff in Security
12 Cook Helper 3
Department
Dishwasher/Attendant 3
Sterile Supply Department Storekeeper 1
Technician required Total Staff in Food
3 11
including Relievers Service
Supervisor shift 1
Total Staff in
4
Sterile Department

Laundry Department
Laundry Operator 5
Laundry Orderly / Assistant 2
Laundry Staff 7
Relievers 2
Total Laundry Staff 9
Shift Supervisor / shift 1

Housekeeping Department Primary Secondary Tertiary

Staff in Housekeeping 0 0 77
Total Housekeeping Staff : (Including 30%
Relievers) 0 0 100

Total Manpower required in 315

Hospital :
COMPETITOR ANALYSIS:-
FORTIS HOSPITAL
• Department of medical genetics
• Clinical Genetics
• Cytogenesis
• Molecular genetics
• Metabolic genetics
• Ayurveda/ Panchkarma
• Homeopathy
• Dentistry
• Clear vision clinic
• Voice clinic

Page 19 of 27
 • Obesity clinic
• Cardiology
• Neurology
• Kidney transplant
• Cancer treatment
• IVF centre
• Neuro Trauma Unit

SDM HOSPITAL
• Accident and Trauma Care
• Acupressure Clinic
• Anaesthesiology
• Button Hole Surgery for Gall Bladder removal
• Blood Bank
• Cancer Centre with facilities for Radiotherapy, Surgical Oncology
and Chemotherapy
• Cardiac Centre
• Chest Medicine
• Corneal Transplants with Eye Bank facility
• Day Care Centre
• Dental Centre with laboratory and facilities for Maxilla Facial
Surgery and Dental Implants
• Dermatology
• Eleven well equipped Operation Theatres including separate
Operation Theatres for cardiac and neurosurgery
• Endocrinology and Dialectology
• ENT Department
• Gynaecology and Obstetrics Department with labour rooms
• I.C.U./ C.C.U./ P.I.C.U./ N.I.C.U.
• Intensive Care Unit for trauma and other cases
• Lithotripsy and Urology including Nd : YAG Surgical Laser
• Mobile 'C' Arm Units
• Neonatology for highly specialized infant care and Neonatal
Surgery
• Neurology and Neurosurgery
• Ophthalmic Laser & Automated Perimetry
• Ophthalmology with facilities for radial keratotomy
• Orthopaedic Department
• Orthopaedics, Rheumatology and Physiotherapy
• Paediatric Intensive Care Unit
• Paediatrics , Paediatric Surgery and Paediatric Urology
• Physiotherapy
• Post Operative Recovery Room for Cardiac, Renal and Microsurgical
cases
• Psychiatry
• Radiation Synovectomy
• Reconstructive Plastic Surgery

Page 20 of 27
 • Renal Dialysis Unit
• Respiratory Care Unit for patients needing acute respiratory care
facilities
• Speech Therapy with a Child Guidance Clinic
• Vascular Surgery
• Video-endoscopes Surgeries

MARKETING STRATEGIES
Communication mix
The aim of this exercise is to establish the brand in the minds of the
customers so well that it becomes the first name that customers recall
whenever discussing or thinking about healthcare. The product would be
heavily advertised before launching and then we would involve in extensive
sales promotion. The communication strategy of promoting and advertising
the brand is as follows:
1. Magazines

o Health

o General

o Lifestyle

2. Newspaper ads

3. Hoardings across various places in cities

4. Advertisements in local television shows

5. Sponsoring school events

6. Organising awareness camps and visiting schools

7. Mobile marketing

Public Relations and Publicity

We have chosen newspapers and magazines because of wide range of our
target audience. Magazines and newspapers are always in the eye
amongst public. Magazines are read for a period of a month, which brings
more attention to an advertisement. We plan to advertise in
• National and local newspapers

• Health Magazines

We further plan to utilise the non personal communications such as

photographs, films and tapes showcasing the facilities of our hospital and
the advantages that the local population will have by getting themselves

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treated at a world class hospital as compared to the local nursing homes.
Advertising
1. Internet: We would place display ads and interstitials on websites
like makemytrip.com. This would target the customers who
frequently visit such sites for planning their travel. Also we plan to
place our advertisements on yellow pages.

Promotion activities
1. Hoardings: Visual hoardings to be placed on prime locations of the
city to increase visibility among masses. Also we would place
hoardings in high density residential areas, industrial areas and on
city outskirts.

2. Camps: Blood donation camps and free check up camps would be

arranged in schools and colleges.

3. Event Sponsorships: We would try to grab attention of the prospects

by sponsoring events such as cultural events, sports events etc. We
can even organize marathons.

4. Advertisements to be placed on local and short route buses.

Sales Promotion
11 Tie up with Insurance companies for devising various insurance
cover plans.

11 Tie ups with corporate and educational institutions for annual

health contracts.

Special packages for economically backward patients, senior citizens,

maternity package, annual health check up package, package for diabetic
patients, physiotherapy package etc. Future Plan
We have devised a plan which would be followed in case of future
expansions. We are planning to implement a Hub and Spoke model which
will help us in expanding our services to areas where we cannot currently
reach due to infrastructure related issues. Issues like transportation,
electricity, public sanitation facilities available in smaller towns and villages
currently don’t allow us to open our super speciality hospitals in these
areas. Even if these are ignored, there would be problems finding good
doctors and other hospital staff who would be willingly ready to work in
such areas. To circumvent these issues, we have come up with this model.

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As shown in the above diagram, we will have our fully equipped super
speciality hospital in the cities (Tier 2) built and working successfully as
envisioned in the current expansion plan. But we would not be able to
provide quality health care to smaller towns where a good number of
people reside and are in need of such facilities. This would also form a
part of our Corporate Social Responsibility whereby we will go one step
further than just providing free care in our hospitals by reserving 10%
of our capacity for such cases.

Here we will establish small nursing homes with minimal facilities and
having interns and other less qualified staff (but competent enough to
handle minor issues like flu, fever, basic orthopaedic and other basic
services). These staff would be able to give proper diagnostic facility to
the villagers and to the small town people and if they feel that the
patient has some major disease, he/she will refer that patient to the
nearest “HUB” where the person would be treated at subsidised cost
(the exact amount of subsidy that would be provided can only be
decided on regional basis). We would be cross subsidising such
activities with the retained earnings from our business.

These plans, would however, can be implemented only after we have

attained a certain minimum level of competence and profitability which
could take us few years.

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BUDGETARY CONSIDERATIONS
Amount Amount
budgeted expenditure
INR in Millions INR in Millions
1. Land cost
15000 Sq.Ft / * 1000 *12 200.00
2. Building and auxiliary cost 459.40

3. Cardiology set up 50.00

4. Equipment planning
Echo – Colour Doppler 1.80
Ventilator: 3 2.40
Cardiac Monitor (NIBP) 30 3.00
Defibrillator: 5 1.00
TMT-2 0.30
Central Line Oxygen 0.20
ECG Machine : 10 0.10
Pulse Oxymetre : 5 0.10
Centralized Monitor 0.10
Infusion Pump : 10 0.30
Pace Maker : 05 0.25
Computerized System 0.20
X-Ray :3 0.90
Cardiac Fowler Bed 0.75

IITV 0.90
USG : 2 0.80
Pathology Equipments 1.50
Other material & Medicines 0.20
CT scan 10.00
MRI 15.00
CSSD 15.00
Lab 20.00
Ambulance 4 nos 2.00
Communication System 2.00
IT system 10.00

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 Miscellaneous 10.00
Total CAPEX 808.20

Working Expenses
Amount budgeted Amount expenditure
(Monthly) (Yearly)

INR in Millions INR in Millions

1. Salaries

NURSES @ Rs. 7000/ *90 0.06

Physiotherapist @ 30000/*1 0.03

Pharmacist @ 12000/* 4 0.05

Maintenance staff @ 6000/* 12 0.07

Security staff- outsourced 0.05

Technicians @ 7000/*63 0.04

Housekeeping -outsourced 0.05

dietary services @ 5000/ * 11 0.06

Administrative Heads @ 70000 /* 7 0.49

Med.Supr. 0.15

Assit.Med. Supr.@ 40000/ * 6 0.02

CEO 0.20

Administrations @ 20000 /* 12 0.24

Admin Others @ 8000 /*20 0.20

consultants @ 70000 /* 15 0.10

Surgeons' Visit @20000 / *7 0.14

RMO @ 15000/*18 0.27

Special Services @ 12000/*3 0.04

Disaster budget 2.00

Marketing budget 30.00

Fuel Charges (Ambulance and
Generator) @ 35 / * 30* 30 *12 0.31 3.72

Other expenses 0.60 7.20

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 TOTAL 70.04
EXPECTED REVENUE - Revenue estimation(1st Year)
revenue per revenue per
Sr. Charges
particulars month INR annum INR
no. INR
Millions Millions

OPD patients(20 patients*

1 500 3.00 36.00
30 days * 10 OPD )

IPD patients( 4 patients *

2 50,000 6.00 72.00
30 days )
surgery(70 surgeries per
3 70,000 4.90 58.80
month )
4 Pharmacy( OPD) 3.00 36.00

5 Pharmacy( IPD) 1.20 14.40

6 USG( 20usg * 30 days ) 700 0.42 5.04

7 X-ray(15 X-rays * 30 days ) 400 0.02 0.24

8 CT (50 CT per month ) 2,200 0.11 1.32

lab tests( 100 OPD tests *
9 500 1.50 18.00
30 days)
lab tests( 50 IPD tests * 30
10 800 1.20 14.40
days)
11 ECG ( 100 ECG * 30 days ) 200 0.60 7.2

12 Cardiology set up 0.50

Total Revenue
21.95 263.90
generation INR Millions
USD 5.28 Millions
CAPEX
Initial requirement - INR 808.20 Millions
Will be equal to – $ 16.17 Millions
Working capital
Requirement – INR 70.04 Millions
Will be equal to - $ 1.40 Million
Revenue
Revenue generation 1st year – INR 263.90 Millions
Will be equal to - $ 5.28 Million
Expected annual growth - 15 % per annum
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 WE NEED VOLUNTEER , FUND RAISERS ,
INTERNATIONAL DIRECTORS , LEADERS
You Are requested to contact
Dr. PANKAJ MOHAN SHARMA
Q-3, FRU 1, RCH HOSPITAL
SECTOR 30, FARIDABAD, HARYANA
INDIA
E MAIL-- pmsnetwork@gmail.com

For donation

BANK AC NO- 629401539781

ICICI BANK FARIDABAD

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