Apollo internship report. final

An Organisation Study At Apollo Speciality Hospital
CANARA BANK SCHOOL OF MANAGEMENT STUDIES Page 1
1.1 INTRODUCTION TO THE STUDY
This report provides an introduction to health care organization, practice and
policy, presenting an overview of healthcare that emphasizes the interplay between
science, society, and individuals. It aims to develop understanding of how health care
organizations shape the practices of professionals working within them.
Apollo Group one of the largest integrated healthcare groups in the region, it
also did successfully catalyze the private healthcare revolution in the country. Apollo
today has made every aspect of their lofty mission a reality. Along the way the
journey has touched and enriched 39 million lives that came from 120 countries.
Apollo Hospitals was the forerunner of integrated healthcare in Asia, as well
as globally. Today, the group's futuristic vision has ensured that it has been in a
position of strength at every touch point of the healthcare delivery chain. Its presence
encompasses over 10,000 beds across 51 hospitals, more than 1500 pharmacies, over
100 primary care & diagnostic clinics, 115 telemedicine units across 9 countries,
health insurance services, global projects consultancy, 15 academic institutions and a
Research Foundation with a focus on global clinical trials, epidemiological studies,
stem-cell and genetic research.

1.2 OBJECTIVES OF THE STUDY
The main objective of this study is to study the organisation of various departments, the
origin growth and development of the industry and organisation, the present status of the
industry future prospects of the industry as well as the organisation.
The study also helps to identify the specific management problems and to come out with the
possible solutions and recommendations.
The overall objectives of the study:-
 To study the organization structure.
 To know about its products and service activities.
 To know the different functions of all the departments.
 To know the responsibilities of top management and how to execute responsibility in
a competitive economy.
 To analyze the organization using SWOT analysis.

1.3 HEALTH CARE INDUSTRY
The healthcare sector is the sector of the economy made up of companies that specialize in
products and services related to health and medical care. The healthcare sector includes
publicly-traded companies that power all dimensions of the healthcare industry. Examples of
these companies include, but are not limited to, biotechnology companies, health
insurance providers, pharmaceutical companies, and companies that manage clinics and
hospitals. Companies that produce professional and home health products (for example,
blood-pressure monitors, Elastoplasts, Orthopaedic devices, and surgical supplies) are also
included in this sector. It comprises of providers of diagnostic, preventive, remedial, and
therapeutic services such as doctors, nurses, hospitals and other private, public, and voluntary
organizations. It also includes medical equipment and pharmaceutical manufacturers, health
insurance firms. The modern health care sector is divided into many sub-sectors, and depends
on interdisciplinary teams of trained professionals and paraprofessionals to meet health needs
of individuals and populations. The health care industry is one of the world's largest and
fastest-growing industries. Consuming over 10 percent of Gross Domestic Product (GDP) of
most developed nations, health care can form an enormous part of a country's economy. The
health care industry is typically divided into several areas.
The sector comprises hospital and allied sectors that include:
a. Medical care providers that includes physicians, specialist clinics, nursing homes and
hospital
b. Diagnostic service centres and pathology laboratories
c. Medical equipment manufacturers
d. Contract research organizations and pharmaceutical manufacturers
e. Third party support service providers
This third party involves activities of, or under the supervision of, nurses, midwives,
physiotherapists, scientific or diagnostic laboratories, pathology clinics, residential health
facilities, or other allied health professions, e.g. in the field of optometry, hydrotherapy,
Medical massage, yoga therapy, music therapy, occupational therapy, speech therapy,
chiropody, homeopathy, chiropractics, acupuncture, etc...

1.3.1 Healthcare Industry in India:
Healthcare in India features a universal health care system run by the constituent
states and territories of India. The Constitution charges every state with "rising of the level of
nutrition and the standard of living of its people and the improvement of public health as
among its primary duties".
The National Health Policy was endorsed by the Parliament of India in 1983 and
updated in 2002.However, the government sector is understaffed and underfinanced; poor
services at state-run hospitals force many people to visit private medical practitioners,
Government hospitals, some of which are among the best hospitals in India, provide
treatment at taxpayer expense.
Most essential drugs are offered free of charge in these hospitals. Government
hospitals provide treatment either free or at minimal charges. For example, an outpatient card
at AIIMS (one of the best hospitals in India) costs a onetime fee of rupees 10 (around 20
cents US) and thereafter outpatient medical advice is free. In-hospital treatment costs depend
on financial condition of the patient and facilities utilized by him but are usually much less
than the private sector.
For instance, a patient is waived treatment costs if he is below poverty line. Another
patient may seek for an air-conditioned room if he is willing to pay extra for it. The charges
for basic in-hospital treatment and investigations are much less compared to the private
sector. The cost for these subsidies comes from annual allocations from the central and state
governments.
Primary health care is provided by city and district hospitals and rural Primary Health
Centres (PHCs). These hospitals provide treatment free of cost.
Primary care is focused on Immunization, prevention of malnutrition, pregnancy, child birth,
postnatal care, and treatment of common illnesses.
The Indian healthcare market is one of the prominent contributors to the country’s
Gross Domestic Product (GDP) having attracted large number of players- domestic as well as
International during the past few years. According to a report, The Indian healthcare market
is currently estimated at US$103 billion and is expected to reach US$120 billion by 2015 and

US$150 billion by 2017. Highly qualified doctors and scientists, state-of-the-art technology
and low costs have helped India become an attractive global destination for medical tourism,
clinical studies, and research and development (R&D) programs.
Medical tourism too has been rising in recent years. To conclude, the Indian healthcare sector
is on a fast growth track.
1.3.2 INDUSTRY STRUCTURE:
National level - The organization at the national level consists of the Union Ministry of
Health and Family Welfare.
State Level - The organization at State level is under the State Department of Health and
Family Welfare in each State headed by Minister and with a Secretariat under the charge of
Secretary/Commissioner (Health and Family Welfare) belonging to the cadre of Indian
Administrative Service (IAS).
Regional level - Each regional/Zone set-up covers three to five districts and acts under
authority delegated by the State Directorate of Health Services.
District Level - The district level structure of health services is a middle level management
organisation and it is a link between the State as well as regional structure on one side and the
peripheral level structures such as PHC as well as sub-centre on the other side.
Sub-divisional/Taluk level - At the Taluk level, healthcare services are rendered through the
office of Assistant District Health and Family Welfare Officer (ADHO).
Community level - one Community Health Centre (CHC) has been established for every
80,000 to 1, 20,000 population, and this centre provides the basic specialty services in general
medicine, paediatrics, surgery, obstetrics and gynaecology.

1.3.3 PLAYERS IN THE MARKET:
Apollo Hospitals Enterprise Limited- Provides healthcare services primarily in India,
Mauritius, Bangladesh, and Kuwait. The company's healthcare facilities offer treatment for
acute and chronic diseases in primary, secondary, and tertiary care sectors. Its tertiary care
hospitals provide care in approximately 50 specialties, including cardiac sciences, oncology,
radiology and imaging, gastroenterology, neurosciences, orthopaedics, and critical care
services, as well as specialize in minimally invasive surgeries and transplantation.
Fortis Healthcare Limited - owns, operates, and manages multi-specialty hospitals. Its
healthcare facilities offer a range of specialty medical services, such as cardiac care,
orthopedics, neurosciences, metabolic diseases, renal care, oncology, and mother and child
care, as well as other services, such as cosmetic surgery, ophthalmology, ear nose throat care,
and dermatology
Max Healthcare Institute Limited - operates healthcare facilities with indoor and outdoor
patient care in India. It provides services in the areas of cardiology, orthopedics and joint
replacement, cancer, neurosciences, pediatrics, obstetrics and gynecology, aesthetics and
reconstructive plastic surgery, internal medicine, eye and dental care, endocrinology,
diabetes, obesity, ENT, metal health and behavioral sciences, physiotherapy and
rehabilitation, and nuclear medicine, as well as minimal access, metabolic, and bariatric
surgery.
Columbia Asia -is an international healthcare group operating a chain of modern hospitals
across India, Malaysia, Vietnam and Indonesia. The company's highly skilled medical experts
deliver care in hospitals specifically designed for the needs of patients and built for maximum
comfort and efficiency. Columbia Asia Hospitals. Pvt.Ltd. is one of the first healthcare
companies to enter India through 100% Foreign Direct Investment (FDI) route.

1.3.4 INDUSTRY VOLUME:
The healthcare equipment sector attracted 8.8 per cent of the total investments in
terms of deal value with an aggregate of US$249.01 million. The hospital and diagnostics
centre in India received Foreign Direct Investment(FDI) worth US$ 1,597.33 million, while
drugs & pharmaceutical and medical & surgical appliances industry registered FDI worth
US$ 10,318.17 million and US$ 622.99 million, respectively during April 2000 to March
2013, according to data provided by Department of Industrial Policy and Promotion (DIPP).
The demand for hospital services has been consistently soaring in the country, with
every class of the society demanding better quality and standards of healthcare. Realizing the
continuous growing demand, many investors worldwide have expressed their keenness
towards investing in the Indian hospital service market. The country is making strides in the
right direction as evident from the 100% allowance of FDI in the hospital segment under the
automatic route, since January 2000. The World Health Organization estimates there are 9.2
million physicians, 19.4 million nurses and midwives, 1.9 million dentists and other dentistry
personnel, 2.6 million pharmacists and other pharmaceutical personnel, and over 1.3 million
community health workers worldwide, making the health care industry one of the largest
segments of the workforce.
The medical industry is also supported by many professions that do not directly
provide health care itself, but are part of the management and support of the health care
system. The incomes of managers and administrators, underwriters and medical malpractice
attorneys, marketers, investors and shareholders of for-profit services, all are attributable to
health care costs.

1.3.5 CURRENT SCENARIO:
The healthcare ecosystem in India is at an inflection point. While the outlook for the
healthcare industry is optimistic, there is a need to move towards an integrated healthcare
delivery system, which leverages technology and has the patient at its centre.
Growing population, increasing affordability, comparative cheaper treatment costs as
opposed to the west and medical tourism thereof, increased health insurance penetration,
increased patient awareness, out-of-the-box unconventional thinking by the healthcare
players for better operations, government opening up its arms to PPP and even providing tax
holidays will be the key factors to look out for which would drive the future of healthcare in
India Customers are growing more aware of their health needs, demand quick response, less
waiting times, and above all - demand nearness of the healthcare unit to them.
India presently has a bed deficit of approximately 30 lakh beds as per the WHO
recommendation of four beds per 1000 population. Considering even a 250 bedded hospital
on an average, the country would need 12000 hospitals in the near future. As almost 80 per
cent of this would be fulfilled by the private players, a huge rise in IPO's and premium
commanding players in the arena would flutter bringing in interesting times for the healthcare
industry.
Recent spurt in Public Private Partnership (PPP) projects, and thrust on quality by the
government sector and its demand (& mandate in some areas) on National Accreditation
Board for Hospitals (NABH) and ISO, a lot of consultancy business is abuzz with the projects
galore in the accreditation and Quality management Systems (QMS) field. India to its credit
already has one government hospital NABH accredited and many are in the pipeline. With
CGHS making NABH mandatory for care and hospitalization cost reimbursements, there is
hectic activity seen in hundreds of hospitals waking up to the long due need for quality
healthcare and applying for the coveted quality mark.
The trend is on a steep rise, and it is just a matter of time when the government
launches patient awareness on NABH quality in full swing. This would make the patient
demand at least an ISO QMS certified hospital if not NABH.

The healthcare industry is estimated at USD 22 billion. Estimated growth at 13 per cent
annually assures a return of 15-20 per cent for the healthcare providers. Healthcare sector at
present employs 4 million people directly and indirectly. Private healthcare market currently
estimated at Rs 690 billion (USD 14.8 billion). 85 per cent private sector
Establishments have less than 25 beds. Specialty and super specialty hospitals account
for 2 per cent of total institutes. Corporate hospitals constitute less than 1 per cent of all
institutes. Private sector accounts for 82 per cent of all out-patient visits. Private sector
accounts for 52 per cent of all hospitalization. The Indian healthcare industry, which
comprises hospitals, medical infrastructure, medical devices, clinical trials, outsourcing,
telemedicine, health insurance and medical equipment, was valued at US$ 79 billion in 2012,
and is expected to reach US $160 billion by 2017. The Indian healthcare sector is expected to
grow at about 15 percent year-on-year (y-o-y), on account of factors such as rapid growth in
infrastructure development, creation of demand for higher levels of healthcare, rising
awareness of end users, and launch of innovative insurance, reimbursement, and financing
policies.
The growth of the Indian healthcare sector is further driven by the 300 million strong
middle class populations with significant disposable income, which is likely to demand
superior healthcare services. The Indian healthcare industry is seen to be growing at a much
rapid pace than it was anticipated before and is expected to become a $238.76 billion industry
by 2020. A number of major players in the healthcare sector are actively participating in the
growth through expansion plans and putting in huge investments in the sector. According to
the Investment Commission of India, the healthcare industry in India has experienced
remarkable evolution of an added 12 percent per year during the last 4 years driven by a
number of factors such as increase in the average life expectancy and average income levels,
and rising awareness for health insurance among consumers.

2.1 COMPANY PROFILE:
TYPE OF
BUSINESS ENTITY
PRIVATE
INDUSTRY HEALTHCARE
FOUNDED 1983
HEAD QUARTERS CHENNAI, INDIA
KEY PEOPLE
PRATHAP C. REDDY, FOUNDER AND CHAIRMAN
PREETHA REDDY, MANAGING DIRECTOR
K. HARI PRASAD, CEO - CENTRAL REGION
REVENUE
38.84 billion (US$631 million) (2014)
EMPLOYEES 10,000+
WEBSITES www.apollohospitals.com
www.apollospecialityhospitals.com

At the behest of his father, in 1971, Dr. Reddy left behind a flourishing practice in
Boston and returned to India. On his return he found the medical landscape in the country
plagued by gaps in infrastructure, delivery and affordability. Things took a turn for the worse
when he lost a young patient who just did not have the means to go abroad for treatment. The
incident marked a cross road in Dr. Reddy's life and steeled his determination to get quality
healthcare to India. He set the blueprint to build India's first multi-specialty private sector
hospital.
Undaunted and unfazed by the obstacles faced, Apollo Hospitals opened its doors in 1983
and ever since nurtured a goal which read as "Our mission is to bring healthcare of
international standards within the reach of every individual. We are committed to the
achievement and maintenance of excellence in education, research and healthcare for the
benefit of humanity".
In the 30 years since, it has scripted one of the most magnificent stories of success
that India has seen. Not only is the Apollo Group one of the largest integrated healthcare
groups in the region, it also did successfully catalyze the private healthcare revolution in the
country. Apollo today has made every aspect of their lofty mission a reality. Along the way
the journey has touched and enriched 39 million lives that came from 120 countries.
Apollo Hospitals was the forerunner of integrated healthcare in Asia, as well as
globally. Today, the group's futuristic vision has ensured that it has been in a position of
strength at every touch point of the healthcare delivery chain. Its presence encompasses over
10,000 beds across 51 hospitals, more than 1500 pharmacies, over 100 primary care &
diagnostic clinics, 115 telemedicine units across 9 countries, health insurance services, global
projects consultancy, 15 academic institutions and a Research Foundation with a focus on
global clinical trials, epidemiological studies, stem-cell and genetic research.
Over the past three decades Apollo Hospitals' transformative journey has forged a legacy of
excellence in Indian healthcare. The Group has continuously set the agenda and led by
example in the blossoming private healthcare space.

One of Apollo's significant contributions has been the adoption of clinical excellence
as an industry standard. Apollo pioneered the concept - the group was the first to invest in the
pre-requisites that led to international quality accreditation like the JCI and also developed
centres of excellence in Cardiac Sciences, Orthopaedics, Neurosciences, Emergency Care,
Cancer and Organ Transplantation. Along with excellence the Apollo philosophy rests on the
pillars of technological superiority, a warm patent- centric approach, a clear and distinct cost
advantage and an edge in forward-looking research. Apollo's spectacular success rests on
sustained commitment and investments in each of these pillars.
The Group continues to break new ground in adopting new technology. From
leveraging new age mobility, to getting futuristic equipment Apollo has always been ahead of
the curve. Currently, the group believes in the tremendous potential of robotics and is
investing heavily in making it a real and robust option for all. Apollo pioneered Tender
Loving Care (TLC) and it continues to be the magic that inspires hope, warmth and a sense of
ease in the patients.
Apollo started out with the promise of bringing quality healthcare to India at a price point that
Indians could afford. The cost of treatment in Apollo was a tenth of the price in the western
world. Today as the group charts out its roadmap to take healthcare to a billion, the focus on
driving a strong value proposition remains constant.
Apollo's remarkable story has captured India's attention. For its service to the nation, the
Group was felicitated with the honour of a commemorative postage stamp bearing its name.
For his untiring pursuit of excellence in healthcare, Dr. Prathap C Reddy, was bestowed with
the second highest civilian award, the ‘Padma Vibhushan’, by the Government of India.
Recently Apollo Hospitals celebrated its 30th year. The Group, led by Dr. Prathap Reddy,
reaffirmed its goals and redefined their focus. With ambitious projects like Apollo Reach
Hospitals, a strong focus on preventive healthcare and an unabated commitment to nurture
excellence and expertise in healthcare, Apollo Hospitals envisions for a new horizon - a
future where the nation is healthy, where its people are fighting fit, and India emerges as the
preferred global healthcare destination.

JAYANAGAR BRANCH PROFILE:
The Apollo speciality hospital Jayanagar has started on 25th
Mar 2013 inaugurated by Sangita
Reddy joint managing Director AHEL.
The hospital having 145 beds hospital and 10 emergencies beds and fully fledge operations
theters.
The hospital has 3 major surgical departments:-
1. Orthopedic
2. Pulmonology
3. Neurology.
The hospital has having following functional departments:-
 Finance Department
 Human Resource Department
 Marketing/Healthcare Services Department
 IT Department.
 Medical Records Department(MRD)
 Pharmacy Department.
 Nursing Department.
 CSSD
 Stores Department
 Housekeeping department

 Food and beverages
 Bio medical
 Security
Apollo Hospitals Group is one of the largest healthcare groups in Asia. Referred to as the
'Architects of Healthcare in India', the Apollo Hospitals group, with the help of latest
technology and exceptionally committed medical practitioners, provide outstanding
healthcare facilities to people from all walks of life.
In keeping with our vision of "Touching a Billion Lives"; we offer you the latest Apollo
Specialty Hospital at Jayanagar, Bangalore. This new hospital works in conjunction with our
flagship hospital on Bannerghatta Road. The Apollo Specialty Hospital, Jayanagar is a
referral trauma & poly-trauma centre that specializes in Orthopaedics (Joint Replacements,
Sports Medicine & Trauma), Neurosciences (Brain & Spine care) and Critical Care
(Pulmonology, Interventional Pulmonology.)
At Apollo Specialty Hospital, Jayanagar we unite exceptional clinical care and superior
technology. We are dedicated to providing you with the best medical facilities and reach
out to you in every possible way.
Only at Apollo
Values:
The confluence of seven values results in a ray that represents Apollo's leadership in Indian
Healthcare. A ray that is the beacon for millions looking for a cure… looking for hope.
Ownership:
We value integrity and the promotion of the just use of resources entrusted to us for the
enhancement of human life.
Quality:
Always pursuing Quality, our Hospital envisions more efficient, equitable care at all levels of
a patient's experience. Through a consensus-based process, clinical quality and efficiency
measures meets the needs and expectations of the general public, government, providers and
practitioners.

Compassion:
We value a quality of presence and caring that accepts people as they are and fosters healing
and wholeness.
Innovation:
We embrace change and work to improve all we do in a fiscally responsible manner.
Patient Centric:
In all our endeavours, we are guided by the needs of the patient, creating a partnership that is
effective and personal across the continuum of care. We put our patients first as we seek to
exceed the expectations of our customers with superior service, outstanding clinical care and
unsurpassed responsiveness.
Teamwork:
System effectiveness is built on the collective strength and cultural diversity of everyone,
working with open communication and mutual respect.
Respect for all:
We use 'Namaste' as the salutation when meeting patients, guests, employees in person or
telephonically. We greet each individual, those we serve and those with whom we work, with
the highest professionalism and dignity
Apollo Anthem:
A truly inspiring anthem commemorating our 25th year came to sparkling life on 5th Feb
2008, as it was launched with a vibrant live rendition by its composers – Shankar, Ehsaan and
Loy. Composed in 4 languages, English, Hindi, Tamil and Telugu, it truly captures the spirit
of Apollo Hospitals.

2.1 GROWTH OF THE ORGANISATION
Since its inception, Apollo Hospitals has seen three decades and each has brought with it, its
own share of cherished memories.
1980 to 1990:
Apollo Hospitals was inaugurated in 1983 by Shri Giani Zail Singh (President of India). The
first Apollo Hospital was in Chennai. The hospital commenced commercial operations the
next year.
1991 to 2014:
 In 1998 Apollo Hospital Chennai was awarded the ISO 9002 Certification.
 Dr. Prathap C Reddy received the prestigious Sir Nilrattan Sirca Memorial Oration
(JIMA) Award for single-handedly making super speciality care available to a vast
section of society.
 Apollo Hospitals, New Delhi became the first hospital in India to receive
accreditation from JCI, USA. Subsequently six of our hospitals got the JCI
accreditation.
 Apollo continued to grow as a healthcare powerhouse. It added hospitals in
Ahmadabad, Bilaspur, Mysore, Kolkata and Kakinada among others.
 In 2002, SACHi - The Saving a Child's Heart initiative was launched. SACHi is a
community service initiative aimed at providing quality paediatric cardiac care to
children from underprivileged sections of society.
 In 2006, Apollo Hospitals was nominated as the Consumer Healthcare Super Brand in
an independent survey conducted by the Super Brand Council, in association with
AC-Nielsen.
 The first functional Health City in Asia was launched by Apollo in 2007.
 Apollo Hospitals at Bangalore and Kolkata were accredited by the Joint Commission
International (JCI), USA.
 Apollo Specialty Hospitals, Chennai successfully conducted exultant Micro vascular
free tissue transfer and Aesthetic surgeries on more than 1000 patients.
 Full Field Digital Mammography with Tom synthesis (3D) system, first-of-its-kind in
South Asia was launched at Apollo Speciality Hospital, Chennai.

2.2 VISION & MISSION:-
Vision:
Apollo's vision for the next phase of development is to 'Touch a Billion Lives'.
Mission:
"Our mission is to bring healthcare of International standards within the reach of every
individual. We are committed to the achievement and maintenance of excellence in
education, research and healthcare for the benefit of humanity".
2.3 PRODUCTS, SERVICES & FACILITIES:-
A) PRODUCTS:-
 Apollo Hospitals:
Apollo Hospitals Enterprise Limited has over 8500 beds across 51 hospitals in India, rest of Asia and
Africa. The hospitals are multi specialty tertiary care facilities with centres-of-excellence in medical
disciplines including Cardiology, Cardio-Thoracic Surgery, Gastroenterology, Orthopaedics & Joint
Replacement Surgery, Neurology, Critical Care Medicine, Nephrology, Oncology, Hand & Micro
Surgery and Reproductive Medicine.
 Reach Hospitals
Apollo Hospitals is proud to present its latest visionary development - Apollo Reach
Hospitals: An endeavour to bring world-class healthcare to smaller urban centres and rural
India; A concrete effort towards building a healthier nation, starting from the grass-roots.

 Apollo Pharmacy
Apollo Pharmacy, a division of Apollo Hospitals Enterprise Ltd., is India's first and
largest branded pharmacy network, with over 1500 pharmacies across 20 states.
Accredited with International Quality Certifications, Apollo Pharmacy offers genuine
medicines round-the-clock, through the network of 24 hour pharmacies. Apollo
Pharmacy also provides customer care at any time of the day.
 Nurse Station:
Nurse Station TM is a unique initiative where an Apollo nurse is stationed at Apollo
Pharmacies to assist with minor treatments and health emergencies. The objective of the
Nurse Station TM is to provide quick treatment in the most convenient way. The service
is especially meant for the elderly who find it inconvenient to wait for long hours at
clinics and hospitals for minor treatments, and frequent checkups. It is also of great help
to patients who find it difficult to move out of their house and travel large distances for
treatment, like pregnant women, bedridden patients and patients recuperating after a
surgery. The service also monitors the status of people with chronic problems such as
blood pressure, diabetes etc.

 Apollo Hospitals Education and Research Foundation:
The Apollo Hospitals Group has laid a lot of importance on education and research. AHERF
has been set up with the prime objective of establishing, maintaining and supporting
educational and research activities. Several institutions have been set up at various Apollo
locations to fulfil these objectives.
The Apollo Group runs 10 schools and colleges of Nursing, 2 institutions of Hospital
Administration and a college of Physiotherapy
 Health Knowledge City:
As healthcare requirements escalate, the demand on resources will only increase.
New initiatives like Apollo Reach Hospitals and other concerted efforts to increase the
healthcare cover in India will mean that the current resource pool will have to be
augmented tremendously. To add to this, rising global demand will only increase the strain
on trained resources. Keeping this in mind, Apollo Hospitals is planning its advanced
Knowledge City in Aragonda, Andhra Pradesh. state-of-the-art centre is designed to train
2000 learners at one time, and will offer courses for Medical Staff, Nursing Staff,
Paramedical Staff, Executives and Support Staff. This integrated facility, will have
simulation labs, classrooms, a hospital, a medical college, residential facilities, and will be
looking at developing 25,000 skilled healthcare worker per year.
B) SERVICES:-
CORE SPECIALITIES:
1. Bones and Joints
2. Brain and Spine
3. Emergency 24×7
4. Pulmonology and Critical Care

APOLLO DIGNOSTICS:
1. Radiology Services
2. Laboratory Services
3. Blood Bank
APOLLO CLINIC:
1. Endocrine and Bone Health
2. ENT
3. Heart Care
4. General Medicine
5. Gastroentology
6. Minimal Access Surgery
7. Cancer
8. Cosmetology
9. Nephrology and Urology.
C) FACILITIES:-
 Parking
 Internet
 Laundry Services
 Telecommunication Services
 Interpretation Services
 Bank & ATM
 Money Transfer & Currency Exchange
 Intercontinental Food
 Cafeteria

2.4 COMPETITORS:
a) FORTIS HOSPITAL
Fortis Hospital (formerly Wockhardt Hospitals) Bangalore is a part of the 40 hospitals chain
of Fortis Healthcare. The Fortis Hospitals network consists of 11 hospitals focusing on the
high end tertiary care around the specialties of cardiac care – adult and paediatric cardiology
and cardiac surgery, complex brain & spine surgeries, orthopaedics and joint replacement
surgery and minimal access surgery.
b) MANIPAL HOSPITAL
Manipal Hospital in Bangalore is considered to be India’s first hospital to be ISO 9001:2000
certified for Clinical, Nursing, Diagnostics and Allied Areas. Also, the hospital is the winner
of the Golden Peacock National Quality Award 2005 in the service category. Manipal
Hospitals is an integrated hospital service system that provides healthcare from the smallest
to the most complex medical problems.

c) SAGAR HOSPITAL
The Sagar Hospitals is a landmark healthcare services institution that enjoys a unique
reputation of being a popular destination for both Indian and international patients seeking
treatment at an affordable cost. The Sagar Hospitals has lent its unique dimension of human
touch to the complex science of healthcare. The Sagar Hospitals` mission is to maintain a
high degree of quality and care to any patient seeking medical aid is sacrosanct to its highly
acclaimed and equipped team.
Bangalore, now boasts of Sagar Hospital’s two tertiary care multi-specialty hospitals with
665 beds and four clinics and the professionalism of its consultants and surgeons that
compares well with their international peers.
d) MALLYA HOSPITAL
Mallya hospital is located in the heart of the Bangalore city. Mallya Hospital has grown over
the years with substantial increase in bed strength, infrastructure and an assurance of quality
patient care with human touch using state-of-the art technology with quality health care under
one roof. Mallya hospital has to its credit as the first Multispecialty hospital in the country to
receive the coveted ISO-9002 certification award which has been recently upgraded to ISO
9001:2008. Further, it has also been awarded the prestigious NABH (National
Accreditation Board for Hospitals & care providers) certification on 18th
July 2011.
Other competitors are Narayana Hrudayalaya, Jayadeva Hospital, etc.

2.5 ORGANISATION STRUCTURE:
ZONAL
DIRECTOR
HEAD
UNIT HR
TEAM
HR
HEAD
OPERATIONS
HOUSE
KEEPING
SECURITY FOOD &
BEVERAGES
MAINTAINANCE
DEPARTMENT
MEDICAL
DIRECTOR
CONSULTATION&
DOCTORS
HEAD
MARKETING
MARKETING
TEAM
UNIT HEAD
FINANCE
FINANCE
TEAM
UNIT HEAD
NURSING
NURSING
TEAM
FRONT OFFICE

EXECUTIVE LEADERSHIP
Apollo Groups:-
Dr. Prathap C. Reddy- Executive Chairman
Dr. Preetha Reddy - Managing Director
Ms. Suneeta Reddy- Joint Managing Director
Ms. Sangita Reddy - Executive Director, Operations
Ms. Shobana Kamineni - Executive Director, Special Initiative.
Bangalore Apollo Hospitals Management:-
ZONAL DIRECTORS:-
Dr.Umapathy Panyala.
Dr. Shiv Kumar Sharma.
Bangalore Apollo Speciality Hospital Management:-
DEPARTMENT HEAD-DESIGNATION JAYNAGAR
BRANCH INCHARGE
Clinical Dr.Umesh –MD
Operations Chaitannya Bharathwaj-GM Mr.Bharath
Human Resource
Department
N.Krishnegouda - DGM Mr.Rajesh
Finance &Accounts Mr.Ramshekhar Reddy Mr.Shakthivel
Marketing/Health
Services
Mr.Rohan Kenedy-DGM
Nursing Ms.Mary Jose – DNS Ms.Soja Thomas

3. DEPARTMENTAL STUDY
In order to function efficiently and effectively every organization has a functional
department. It’s important to divide departments so that the work is divided into units and
departments. This division of work is helping in bringing specialization in various activities
of concern and helps in putting right men on right job which can be done by selecting people
for various departments according to their qualifications, skill and experience. This is helping
in defining the jobs properly which clarifies the role of every person.
Apollo Hospitals has the following departments:
 Finance Department
 Human Resource Department
 Marketing Department/Healthcare Service Department
 IT Department.
 Medical Records Department
 Nursing Department.

3.1. FINANCE DEPARTMENT
Finance is regarded as the life blood of a business enterprise. This is because in the modern
money oriented economy. Finance is the one of the basic foundation of all kind of activity. It
is the master key which provides access to the entire source for being employed in
manufacturing and merchandizing activities. It has rightly been said that the business needs
money to make more money. However it is also true that money begets more money, only
when it is properly managed. Hence, efficient management of every business enterprise is
closely linked with efficient management of its finance.
Meaning of Business Finance:
In general finance may be defined as the provision of money at the time it is wanted.
However, as a management function it has a special meaning. Finance function may be
defined as the procurement of funds and their effective utilization. Some of the authoritative
definitions are as follows:
“Business finance is that business activity which is concerned with the acquisition and
conservation of capital funds in meeting financial needs and overall objectives of far business
enterprise.”
“Business finance can broadly be defined as the activity concerned with planning, rising,
controlling and administrating of the funds used in the business.”
DEPARTMENT STRUCTURE:-
DGM
EXECUTIVE EXECUTIVE EXECUTIVE
INCHARGE

Finance Functions at Apollo Hospitals:
There exists an inseparable relationship between finance and other functional Departments
such as marketing, HR, IT etc. Almost all kinds of business activities, directly or indirectly
involve the acquisition and use of funds. The finance function of raising and
using money although has a significant effect on other functions, yet it needs not necessarily
limit or constraint the general running of the business.
The functions are:
 Proper use and allocation of funds.
 Taking sound financial decisions.
 Improving profitability through proper financial controls.
Finance functions are performed simultaneously and in the normal course of the Business and
they need skilful planning, control and execution
Hospital Information System (HIS):
In Apollo Hospitals Ltd, financial control is carried out by the back on the monthly and year
basis. Accounting Revenue, Purchase Bills, etc. The Organization controls finance by
“Hospital Information System” (HIS) which is made by Wipro.
Billing:
The billing department has three different sections:
1. Inpatient Billing.
2. Outpatient Billing (Consultation)
3. Outpatient Billing (X-rays, tests, etc.)
1 Inpatient Billing
At the time of Discharge the patient activity chart is sent to Inpatient pharmacy, food and
dietary departments to note the medicine and food expenses. There are two ways of paying
the bill that is, in the form of cash or credit. If the patient doesn’t have health Insurance then,
the bill is paid on cash basis. If the patient has health insurance, the bill is faxed or sent to the

Insurance Company for the necessary approval. Approval of medical expenses incurred by
the patient and the same is collected with the credit period of 30 days.
2 Outpatient Billing ( Consultation )
Any outpatient has to pay the fixed amount of consultation charges every time they consult
doctors. The billing is done for the same.
3 Outpatient Billing (X-ray, tests, etc)
This section of billing prepares a final bill based on different tests such as x-rays, scanning,
etc. the patient has undergone and the amount is collected in cash for the same.
The Performa statement containing various heads under which transactions takes place in
Apollo hospital are shown below to in the below table.
Expenses under Purchase Accounts include Consumables of various departments, this
expense includes
 Ambulance charges
 Bio-medical waste and Corporation tax
 Food and Beverages
 Lab test charges, etc.
Expenditure. Income.
Purchase Account
Direct Expenses
Indirect expenses
Employees cost.
Finance Charges
Sales and Marketing Cost.
.
Direct Incomes
Inpatient Income
Outpatient Income
Lab Income.
Consultation Income.
Other Incomes
Pharmacy
Rent Income.
Canteen
National Insurance.
Total Expenses Total Income.

Employees cost include
 Boarding and Lodging
 Hostel charges, PF contributions
 Training expenses, salaries and wages, etc.
Finance charges include bank charges, Credit charges , Interest on loans, administration cost
includes Electricity charges, Internet charges, Legal expenses, Office expense, sales and
marketing, advertisements, publicity-Camp, sales promotion, etc.
SOURCES AND APPLICATIONS OF FUNDS:-
Balance Sheet of Apollo Hospitals
Enterprises
------------------- in Rs. Cr. ----------------
---
Mar '14 Mar '13 Mar '12
12 Months 12 Months 12 Months
Sources Of Funds
Total Share Capital 69.56 69.56 67.23
Equity Share Capital 69.56 69.56 67.23
Share Application Money 0.00 0.00 38.71
Preference Share Capital 0.00 0.00 0.00
Reserves 2,895.16 2,658.03 2,246.33
Revaluation Reserves 0.00 0.00 0.00
Net worth 2,964.72 2,727.59 2,352.27
Secured Loans 853.25 863.48 374.22
Unsecured Loans 167.92 34.23 185.75
Total Debt 1,021.17 897.71 559.97
Total Liabilities 3,985.89 3,625.30 2,912.24
Mar '14 Mar '13 Mar '12
12 months 12 months 12 months
Application Of Funds
Gross Block 2,646.20 2,259.56 1,930.38
Less: Accum. Depreciation 657.50 568.05 482.75
Net Block 1,988.70 1,691.51 1,447.63
Capital Work in Progress 480.96 372.73 221.37

Investments 90.03 896.04 764.12
Inventories 264.97 205.39 182.71
Sundry Debtors 468.45 426.61 353.77
Cash and Bank Balance 208.90 255.47 89.58
Total Current Assets 942.32 887.47 626.06
Loans and Advances 754.58 506.84 601.77
Fixed Deposits 0.00 0.00 97.37
Total CA, Loans & Advances 1,696.90 1,394.31 1,325.20
Differed Credit 0.00 0.00 0.00
Current Liabilities 739.06 619.51 503.07
Provisions 131.64 109.77 343.02
Total CL & Provisions 870.70 729.28 846.09
Net Current Assets 826.20 665.03 479.11
Miscellaneous Expenses 0.00 0.00 0.00
Total Assets 3,985.89 3,625.31 2,912.23
Contingent Liabilities 1,314.03 1,216.72 1,345.41
Book Value (Rs) 213.10 196.05 172.05

3.2 HUMAN RESOURCE DEPARTMENT:
According to Edward Flippo, “Human Resource management is the organizing, directing and
controlling of the procurement, development, compensation, integration, maintenance and
separation of human resources to the end that individual, organizational and societal
objectives are accomplished.” Human resource management is a management function that
helps manages, recruits, select, train and develops members for an organizations.
Apollo Hospitals is a vibrant Company with over 300 employees. It is a rare mixture of
cultures. Apollo Hospitals is today in the eminent position of the India's Top-most best
Hospitals powered by its most important resource - "people”.
Apollo Hospital’s "People Philosophy” is driven by the Apollo Hospitals Human Resources
General Manager which says:
 Attract good people.
 Retain the better people.
 Advance the best people.
Structure of the department:
Deputy General
Manager - HR
Executive
HR
INCHARGE

Apollo Hospitals offers:
Apollo hospitals give an opportunity to work with one of the India’s best Hospitals.
 Career growth based on performance.
 Attractive, Market based Pay that is linked to performance.
 Structured career leadership program for high performers to manage their careers.
 Need based and value added training program to prepare employees for future growth.
Apollo Hospitals recruits personnel mainly in the areas:
 Doctors (All specialties).
 Nurses.
 Security guards, peons, helpers, receptionists, etc
 Billing manager, financial controller, finance manager, Financial analyst
 Computer Science Engineers
 Apollo Hospitals also takes in candidates for Front office staff, Maintenance
Department, etc.
No Discrimination Policy
Apollo Hospitals is an equal opportunity employer which employs personnel irrespective of
class, creed, family background, religion and sex.
Recruitment:
“It is the process of searching for and obtaining application for job among them the right
people can be selected.” The process of recruitment is as follows:
1. Pre- recruitment Process
In pre-recruitment, HR manager brings indents from all other department and analysis it. If a
vacancy is filled up by giving additional responsibility to the co-worker/employees of the
department, than there is need of recruiting procedures.
2. Planning Recruitment
Apollo Hospitals has decided a job specification & job description for each position in the
organizations. Different qualification & experience is required for each job. If any vacancy
generates among one of the department, than it should be fulfilled with regard to job
specification & job description, which is being formulated by organization.

3. Searching : (a)Source Activation- Human resource manager verified that there is any
vacancy exist or will exist, but here no actual recruiting take place until manager gives
permission.
(b) Selling- Selling the organization means both message & media should be well selected.
The organization gives its advertisement in its local newspaper for welcoming of more &
more applicant.
4. Screening
The purpose of screening is to remove from the recruitment process at an early stage, those
applicants who are unqualified for the jobs. The screening can save a great deal of time and
money. The HR executives scrutinize and short list all application and shortlist applicant list
is sent to HR manager. Then, only eligible application are called for interview
4. Evaluation & Control
Evaluation and control is necessary to carry out recruitment process at low cost. Apollo
hospitals control its cost by way of:
 By avoiding recruiting unsuitable candidates for the selection process.
 The Organization has a systematic and well planned recruiting procedure so there
is no overtime cost.
Recruitment in Apollo Hospitals can take place in any of the following ways:
 Advertisement
 Walk-ins
 On the campus recruitment
 Employment Exchange
 Casually Called
 Recommendation of Managers and Executives
Advertisement:
In this source cost per person is low so the firm gives an advertisement in newspaper, in
magazine to recruit employees for managerial jobs.
Employment Exchange:
Government of India has established employment exchange. So, public and firms also some
takes advantages of it.

Recommendation:
When there is need, company recruits the person who is recommended by manager or
executives. Apollo Hospitals uses the recommendation of managers and executives for the
recruitment.
Selection: Apollo hospitals uses the below procedure for selection.
1. Preliminary interview.
2. Application Form: Detail about age, education etc.
3. Employment Test and Interview.
4. Physical Fitness: Medical Examination.
5. Final Selection
After the selection of candidate he has been given temporary period for 12 months. He work
effectively and efficiency than he becomes a permanent employee.
Induction:
When a new person is appointed in the firm, they know little about his Industry, his staff, his
heads, his workers. So he needs to be given info about his work, about his head. This process
is called Induction. This is the process to give information to fresh candidates about the firm.
When a fresh candidate knows about his department, he does not feel burden at the time of
starting of his job.
Training and development:
Training is a short term process utilizing a systematic and organized by which non-
managerial personal learn technical and soft skills.
In-service educational programme for nurses and Continuous Medical Education for Doctors
(CME) is done for doctors. These programmes are mainly focused to focus soft skills. An
employee maybe sponsored for full or part time training programmes outside the
organization.
Annual training plans are drawn up based on Organization’s initiatives development
priorities. Training plans are regularly reviewed. Effectiveness is measured using specified
qualitative indicators. At the beginning of the year, ambitious plans are set in terms of
numbers of man days per employee. We know that there are so many method of training
which can be described as follows:

 On-the job method
 Job rotation method
 Training by experienced person
 Apprenticeship
 Conference method
Also, Training need analysis is done for the existing employees to see if they are weak in soft
skills, being regularly absented.
Performance Appraisal:
The management will appraise and maintain performance record of employees periodically
and or as and when required.
 Normally, Performance appraisal is before conformation and thereafter before
granting annual increments.
 The method used for performance appraisal is solely decided by the management
presently Apollo hospitals are using Bell curve i.e., 180°apprisal. And the conclusion
of such appraisal will be final and will be binding upon concerned.
 All Promotions, demotion, transfer; annual increments will also be done on the basis
of performance appraisal ratings and other factors of suitability relevant for a
particular position of job.
Promotion and Transfer:
According to Dale Yoder; “Promotion is a movement to a position in which responsibilities
and presumable prestige are increased.”
When any vacancy created due to reason of any retirement or termination the vacant post is
filled up.” From the next category persons taking into consideration their seniority services of
a capable person is not available in second category than post is filled up by advertisement.
In Apollo Hospitals they give promotion on the basis of merits, vacancy and the capacity of
employee. They give promotion on the basis of previous history and better performance of
the candidates.
The prompted employee will be on for a period as specified in the promotion letter. If the
performance of employee is found satisfactory or above during the end of probation period,
the employee will become permanent employee in the promoted position.

Yoder and associates have defined transfer as “ a lateral shift causing movement of
individuals from one positions of another usually without involving and market change in
duties, responsibilities, skills needed or compensation. A transfer is horizontal or lateral
movement of an employee. Transfer is interdependent. Transfer is done to train the employee
in all aspects on their field. These are no written ground rules or policy for the transfer.
In Apollo Hospitals an employee is transferred on the basis of merits, vacancy and the
capacity of employee mainly in the administrative departments.
Superannuation:
In Apollo Hospitals, every employee shall compulsorily retire on the date when the employee
attains the age of 58 years or earlier if the employee becomes medically unfit. The
management in its discretion can re-employ the medically fit employee on some Terms and
conditions agreed.
Leave: Official permission to be absent from work or duty, as that granted to corporate
personnel or any other employee is called leave and the period of time granted by such
permission is called leave of absence.
To ensure smooth uninterrupted operations of the organization regular attendance for work is
a vital factor. This requires that employee plan their leave. Leave rules will be different for
different employees.
Types of leave:
 Casual leave, Sick leave, Earned leave, Maternity leave, other leave.
In Apollo Hospitals, Leave application should be submitted to HR executive at least a day
before and with their Department head’s approval.
Dismissal:
An employee is liable to be dismissed for misconduct after being given maximum three
warnings depending on the degree of misconduct.

3.3 MARKETING DEPARTMENT:
Marketing generally refers as the task of creating, promoting and delivering goods and
services to consumers and business. Marketing managers seeks to influence the level of
timing and composition of demand to meet the organization’s objectives. Marketing people
are involved in 10types of entities: goods, services, experiences, events, persons, places,
properties, organization, information and ideas. The marketing concept rests on four pillars:
target market, customer needs, integrated marketing and profitability. Marketing is defined as
a societal process by which individuals and groups obtain what they need and want through
creating, offering and freely exchanging products and services of value with others.
Apollo Hospitals believes in creating relevant brand differentiation and building a strong
Brand with the public and making loyal customers. This focus along with continuous
innovation in all aspects of brand marketing and sales has helped to transform the Apollo
Hospital brand into ‘trust marks and love marks’.
Deputy General Manager
Senior Manager
Assistant Manager
Marketing Executive
Executives

Marketing Objectives:
 To bring in referrals from Doctors to increase the revenue and customers.
 Generating need, through awareness with regular free medical camps.
 Walk-ins –usually through media and from other people
Marketing plan & strategy:
 Marketing plan & its strategies makes service race in competitive situation and
executes brand image, which gives loyal customers/patients to the company.
 Strengthen Apollo Hospital’s business in existing geographies.
 Expansion into new geographies.
 Boost Management Strength
Marketing at Apollo:
The work of marketing department in Apollo Hospitals is to create awareness about the
packages and services offered by the Hospital, to inform the public about the wellness centre
(Hospital) and the benefits out of it and to inform the Doctors (General practitioner) outside
the hospital regarding their specialty in the Hospital. Also, the marketing Department has to
look after all the advertisements in TV, newspaper, etc. The Hospital has different packages
like corporate packages and other special packages.
Apollo Hospitals conducts different camps such as “Free Neurology & Neuro Surgery
Camp”, etc to treat people and create awareness to the public in different areas. They also
create and design attractive and informational brochures and distribute them to people to
create awareness of the services provided by the hospital.
One of the Programs which are undertaken by the Hospital is Preventive Health care. It says
“Fitness is about being aware of one’s weakness”, “Its one thing to feel fit and quite another
to be really so”. This program is basically health check up for different categories of people
namely; Cardiac health check up, Diabetic health check up, Executive health check up,
Master health check up, Preventive Health check for Women, Pre-Marital Health check for
Men and employment health check. The comprehensive program leaves nothing to chance
and certifies one’s fitness in absolute detail.

Market segmentation:
“It consists of a group of customer who share similar set of wants”
Divided into 5 major segments:
1. Corporate
2. Public sector units
3. Banks
4. Doctor referrals
Positioning:
 Identification of right corporate, doctor drive
 Empanelling tie up
Each brand endeavours to build a lasting relationship with the buyer and is strongly
positioned in its particular segment. Apollo Hospitals thrives on the ‘landmark healthcare
services’ which is well equipped with the state-of-the-art medical equipments.

3.4 INFORMATION TECHNOLOGY DEPARTMENT
IT management is the discipline whereby all of the technology resources of a firm are
managed in accordance with its needs and priorities. These resources may include tangible
investments like computer hardware, software, data, networks and data centre facilities, as
well as the staffs who are hired to maintain them. Managing this responsibility within a
company entails many of the basic management functions, like budgeting, staffing, and
organizing and controlling, along with other aspects that are unique to technology, like
change management, software design, network planning, tech support etc.
The information relating to Hospital management is stored through electronic data
processing, also called as electronic data processing (EDP).The IT department mainly takes
IT standard policy to implement in the Hospital for the deployment of infrastructure to
improve productivity.
Hospital Information System:
Apollo Hospital uses Hospital Information System (HIS) which has 18 modules. The HIS is
designed by Wipro. The information regarding Doctors, patients and employees are
maintained in SQL (sequential query language) as back end and visual Basic in the front end
with the facility of LAN. The information is more accessible and up to date.
IT Manager
System
Administration
Desktop Engineer

Functions:
The main functions of this department are:
 To maintain patient’s database
 To maintain billing records
 Providing and solving grievances regarding hardware and software network in the
hospital.
 To maintain biometric attendance
 Discharge summary, purchase and sales records
 Admissions.

3.5 MEDICAL RECORDS DEPARTMENT:
Medical Records is defined as a clinical, scientific administrative and legal document relating
to patient care in which are recorded sufficient data written in sequence of events to satisfy
the diagnosis and warrant treatment and end result. All the sufficient clinical information
pertaining to the patient must be incorporated in to the patient medical record. The content of
medical record must be sufficiently detailed & organized to enable the medical care team
responsible for the patient to provide continuity of care, to determine at any time the status of
patient and to review the diagnostic and therapeutic procedure performed and the patients
expenses to treatment.
Contents of MR:
It can be classified under the following categories:
1. Patient:- Sociological
2. Clinical: - all information regarding the disease, diagnosis and treatment procedure and all
events of patient during his stay in hospital.
3. Medico legal:- patients consent for surgery/treatment
4. Internal & external correspondence & communication regarding patients: - patients
correspondence, referrals to other extremes experts, consultant & their opinion, LIC related.
Flow of information from MRD:
INTERNAL EXTERNAL
External Consultant
Govt. / Govt. agencies
General publicHospital Administration
Research Organizations
MRD
Doctors/ Nurses/
Paramedics

MRD in Apollo Hospital:
This decentralized MRD caters to all out patient and in patient in the hospital having 4trained
staff. It plays an important role in hospital management. It is the back bone of the hospital.
The MRD works 8am to 8pm.
Structure of the MRD:
Functions:
 Primary function is to ready availability of MR
 Its responsible for creation, care, collect, code, storage, issue and retrieval of health
information
 To file and keep records as well as Maintaining confidentiality of records
 To co-operate with the health care professionals in order to obtain comprehensive
patient records
 To assemble the MR in accordance with prescribed order
 To retrieve the MR to meet the need of patient, doctors and studies.
 To control the movement of patient files
 To maintain different registers for information retrieval from MRD
 To inform communicable diseases and vital statistics to government authority
 To give adequate information to the insurance
 To inform long stay record to medical superintendent
HOD-MRD
Senior Technician -1
Junior Technician- 3

3.6 NURSING DEPARTMENT
Nurses do more than care for individuals. They have always have been at the forefront of
change in health care and public health.
Nurses advocate for health promotion, educate patients and the public on the prevention of
illness and injury, provide care and assist in cure, participate in rehabilitation, and provide
support. No other health care professional has such a broad and far-reaching role.
Many lives have been saved because an attentive nurse picked upon early warning signs of an
upcoming crisis like cardiac arrest or respiratory failure.
Nursing care at Apollo hospital:
At Apollo hospital, the responsibilities of staff nurses reach out far and wide across the
medical discipline.
Structure of Nursing Department:
STAFF NURSES
CHARGE NURSES
SUPERVISOR
INCHARGE
NURSING DIRECTOR

139 Nurses are working in this department. There are 3 shifts from 8 am to 2 pm, 2 to 8pm
and one night shift from 8 pm to 8 am. Night shift Nurses will get a break of one hour in the
middle of their schedule and 6 days in a month a nurse will get night duty.
The ratio of patient nurse ratio is as follows:
 Semi-Private ward: 1:4.
 Post-Operation ward: 1:3.
 ICU (ventilation): 1:1.
 ICU (non-ventilation): 1:2.
In every floor there are counters for nurses and each nurse will be guided by their supervisor.
For the nurses to be efficient, In-service educational programmes are conducted regularly.
And nurses have to give pre and post tests. Performance appraisal is done yearly for the
regular nurses and half-yearly for the fresher nurses.
Also, Nurses are sent to Camps organized by the marketing department of the hospitals and
some nurses are also sent to corporate business houses. In Apollo Hospital attention is given
towards the welfare of the nurses by providing them regular training programmes. They
support them by giving those Transportation facilities, security, etc.

CHAPTER 4
SWOT ANALYSIS
ROLE OF SWOT ANALYSIS IN HEALTHCARE INDUSTRY:-
For strategic planning, deciding the marketing strategies and analyzing the gaps, doing a
SWOT Analysis is very important. SWOT analysis includes a thoughtful listing of one’s
strengths, weakness, opportunities and threats.
It is advised that companies do this analysis at least once in a year. It is a lengthy exercise
that requires time and one needs to evaluate every aspect thoroughly. Inclusions from the
latest year and the success and failures should also be considered. It can be used by all in the
healthcare industry like, doctors, hospitals, healthcare or pharmaceutical companies,
pharmacies etc.
In SWOT Analysis, Strengths and weaknesses are considered as internal factors, which can
be controlled, while opportunities and weakness are not in control.
 STRENGTH
 WEAKNESS
 OPPORTUNITY
 THREATS.

 STRENGTHS:
The Apollo Specialty Hospitals is well known for its provision of quality medical care.
During the year the hospital has strived to attract more members of staff especially nursing
staff.
 Brand name- Apollo Specialty Hospitals has a good brand name and is renowned
and familiar hospital in the cities which they operate.
 Efficient and well known doctors and surgeons are the biggest strength of the hospital.
 Multi specialty is one of the biggest strengths with Apollo hospital providing More
than 50 medical specialties.
 Apollo Specialty hospital has good infrastructure and state of art medical equipments
which provide a world class services to the patients.
 Situated in people dense residential area of Jaya Nagar and Bannerghatta Road.
 Innovation: New areas such as Preventive medical services, telemedicine and Health
Insurance.
 Equipped with well maintained Pharmacy.
 WEAKNESSES:
The weaknesses are very few which detract from its ability to attain the core goal. But now
it’s trying to improve upon by taking various steps like community initiatives to serve the
poor people and also to get government support for their overall development.
 As the cost of the service provided is slightly high, hence it focuses mainly on a
specific class of people. The people with lower income may not be able to afford
quality treatment from the hospital.
 Understaffed Departments and high workload on hospital staffs.
 Overlapping duties of nursing staffs.

 High level of job stress among hospital nurses related to understaffed.
 OPPORTUNITIES:
 Easy staff access, recruitment from their own colleges and institutions.
 Strong relationships and form of collaboration with other Governmental hospitals and
health departments.
 Location of hospital serves large population, more available connections, and
resources.
 Increased demand for healthcare services, as the hospital is situated in the potential
location. Located in the people dense residential area of Jaya Nagar and BG Road.
 Booming medical tourism: Increasing number of medical tourists.
 People are spending more on healthcare today than ever before and preferring private
services to government ones.
 Preventive medicine getting popular.
 Easy of the public transportation to the hospital.
 THREATS:
 Stiff competition by other leaders in the industry mainly Fortis, Colombia Asia,
Manipal Hospitals, Who are the major competitors.
 Foreign competitors entering the market.
 The inability to attract and retain nursing staff due to lower salaries.
 High nurse salaries in other countries.

CHAPTER 5
Mc. Kinsey 7’s Framework
According to Mc Kinsey a company strategy is only one of the seven elements of the
successful practices. The 7’s frame work first appeared in “the art of Japanese management”
by Richard Pascal and Anthony Athos in 1981. They had been looking at how Japanese
Industry had been so successful, at around the same time that Tom Peters and Robert
Waterman were exploring what made a company excellent. The 7s model was born at a
meeting in 1978. There are seven basic dimensions, which represent the core of managerial
activities. These are the levers which executives use to influence complex and large
organizations. Obviously there was a concerted effort on the part of the originators of the
model to coin the managerial variables with cords beginning with the letter ‘S’ so as to
increase the communication power of the model. Strategy, Structure and systems are
considered as the hard elements whereas shared values, skills, style and staff are the soft
elements.

5.1 STRATEGY:
The strategies are developed analyzing the internal and external environment. Consequently
the values, preferences, attitude towards risk have been carefully examined while formulating
strategies. Business strategy is the choice of direction and action that the company adapts to
achieve its objectives and goals in a competitive situation. Strategies that Apollo Hospitals
used to serve their customers are:
 Preventive healthcare
 Medical excellence with a human touch
 Generating awareness
5.2 STRUCTURE:
Organization structure is a system of relationship that governs the activities of the people who
are dependent upon each other for achieving the common objectives. For the purpose of easy
and effective administration all the activities of Apollo Hospitals have been broadly assigned
to the following parts: Chairman and vice- chairman. The chairman is the supreme authority
to take decisions with the consent of the vice chairman. Under the control of vice chairman
there are Sr. Vice president, associate vice president, financial controller, associate VP

(marketing) and General Manager (HR). Under them there are the medical director, deputy
medical director, and various departmental heads.
5.3 SYSTEMS:
The system refers to formal and informal procedures that govern everyday activity, covering
everything from management information systems to the systems at the point of contact with
the customer.
Recruitment: It is the process of searching for prospective applicants and simulating them to
apply for job in an organization. The recruitment system flow as per the process given below:
 Review of the Requirement
 Preparation of the Position Profile i.e. Resource Requisition Justification
 Sourcing (i.e. advertisement, referrals, recruitment consultants, web posting
etc)
 Screening
 Functional Assessment
 HR Assessment
 Offer
Other systems:
 Appointment register
 Initial assessment forms
 Investigation log register
 Consultation register
 Report dispatch register
Training and Development system:
 Reference Check
 Pre -Employment Medical Check
 Offer Confirmation
 Travel & Stay
5.4 SHARED VALUES:

It refers to the fundamental values that are widely shared in the organization and serve as
guiding principle that are important. These values have great meaning because they focus
attention and provide a broader sense of purpose. Values of Apollo Hospitals are:
 Quality patient care: Delivering quality patient care is the core of our
activities.
 Customer Focus: Our focus is to serve our customers to their satisfaction.
 Teamwork: We have a multi disciplinary unified approach in developing
healthcare solutions.
 Embracing change: We insist on change to help us succeed in our
Endeavour.
 Operational Efficiency: We strive for efficient and effective delivery of
services.
 Respect for individual: We recognize and value individuals, and protect their
interest.
 Research leadership: We continuously seek new ways to demonstrate our
leadership role in research
 Teaching excellence: We seed to uphold the highest standards in training the
healthcare professionals.
5.5 SKILLS:
Skills refer to the capabilities and competencies that exist within the company. A skill
captures a company’s crucial attributes or capabilities. Apollo Hospitals has good skilled
labour force and well equipped latest facilities and technologies.
Some of the skills that the employees should restrain are leadership, talented, sincere,
generous, attentive, resourceful, hospitable, alert, efficient, patient infallible and observant.
5.6 STYLE:
Style refers to the employees shared and common way of thinking and behaving – written
norms of behaviour and thought. Apollo hospitals have a paternalistic form of management
style. However, decisions take into account the best interests of the employees as well as
business. The leader explains most decisions to the employees and ensures that their social

and leisure needs are always met. This can help balance out the lack of worker motivation
due the autocratic management style. Communication is again generally downwards but
feedback to the management is encouraged to maintain morale.
5.7 STAFF:
The organization has developed and always looked into its people, their background and
competencies. Staff also includes the organization approaches recruitment, selection and
specialization. The employees are recruited from all over World. It includes both technical
and non technical employees. Manpower is the main strength of any organization. Apollo
hospitals have highly skilled and well experienced employees who are capable of doing the
task efficiently.
CHAPTER 6
SPECIFIC MANAGEMENT PROBLEM:
Through Apollo hospitals are the leaders in the hospitals industry they come across certain
problem
In managing and retaining nursing staff and the doctor’s team .some of the problems
identified in the organization:
 Shortage in nursing staff.
 Difficulty in managing the doctor’s team
 Poor internal capacity.
SOLUTION:
1). It is very much necessary for every hospital to maintain a required level of nursing staff to
perform various nursing activities. Nurses are as important as doctors in a hospital who

perform fifty percent of the doctor’s work. As nurses are highly paid in other countries most
of the nurses flee to work there as they are highly paid. Therefore in order to maintain the
required level nursing staff the organization see to it that are properly compensated and
develop a good communication with them in order to retain them.
2). Doctors are the never centre of every hospital. There exists no hospital without a doctor.
Qualified and well trained doctors are to be retained. The organization should try to retain the
doctors in the hospitals by compensating them properly and providing them various fringe
benefits which make them feel towards the organization and work in the organization.
3). the organization has a good name in the society. It is ranked as one of the top hospitals in
India. The patient input is high because of their quality and excellence treatment. But their
internal capacity is less i.e, 145 beds. Sometimes the customers have to search for other
hospitals because of no vacancies. Therefore the organization should concentrate on this issue
and try to improve their internal capacity.
CHAPTER 7
FINDINGS, SUGGESTIONS, CONCLUSIONS & LEARNING
EXPERIENCE
7.1 FINDINGS:
 The hospital maintains clean and hygienic environment in the hospital premises
 The hospital uses accelerated hydrogen peroxide on daily basis to clean the floor.
 It provides emergency facilities and services to the patients 24×7
 All the employees in the hospital work as a team to the upliftment of the organization.
 There is a good patient input and organization maintains a very good relationship ship
with their clients which indirectly contribute the growth of the company.

 Hospital is equipped with fully automated machineries and techniques for various
treatments.
 The hospital has good ambience with hygienic work environment.
 The organization offers tremendous opportunity for growth spanning multiple
functions, business and also international exposure.
 Employees in the organization are recognized as heart and essence of the
organization. They are regarded as central resource of the organization.
7.2 SUGGESTIONS:-
 As the customer input is high the organization needs to increase its internal capacity,
mainly bed capacity.
 Staff shortage in hospitals is one of the most critical issues therefore the organization
should maintain its staff level by providing various welfare schemes.
 The organization should provide some attractive schemes to regular patients in order
to maintain customer loyalty.
 The organization should make the sitting arrangements in canteen, requires still more
number of chairs to sit for employees.
7.3 CONCLUSION:-

APOLLO HOSPITALS is the jewel in the crown of Apollo group it is known for rendering
the best quality service both health and educations sector. It is known as one of the leading
hospitals industries especially in India .the quality in service indicates growth and standard of
the organization.
The organization’s management is expected to keep vigil to ensure that the quality in
treatment is maintained at appropriate level and the customers are satisfied at every foot step
of the organization
Further it is highlighted that the organization has to be responsible to the changing technical,
Economical and financial scenario. However certain regions need measures to a greater
extent to increase profitability.
7.4 MY LEARNING EXPERIENCE:-
 Regarding getting permission from the companies:
As one of my friend told that in Apollo hospitals they are giving permission for Internship so
I visited the Apollo speciality hospital Jayanagar and met the Asst.HR then they said to get
permission from the Apollo hospital Bangalore main branch at Bannerghatta road opposite
IIM Bangalore There I met the Mr.Bosco they asked about us and what are the information
required. After they said to wait and later they told about my internship at Apollo to the DGM
later they given permission to do the internship at Jayanagar branch.
 About working in the organization
I had a memorable experience from joining the internship programme at Apollo hospitals.
In addition to daily work I had great opportunity to meet different people working over there.

Besides, I made a lot of friends during the course of internship. They were all professional,
sincere and taught me patiently. I would never forget our pleasant time.
In these four weeks, I have established a good relationship with the employees in the
organization .through the programme, I broadened my views and improved my
communication skills. Besides, I found that having flexible mind and attitude which is very
important in the business world .It was much different from the study .As part of my study
I visited different departments in the organization to make a detailed study. Finally, I would
like to give sincere thanks again to everyone in the organization who extended their support
in training me to complete this programme. I believe that such experiences and skills are
Valuable to my future career.
 About co-operations extended by management & employees:
The management and the employees at Apollo hospitals were very co-operative and helpful.
They provided each and every details required by me for the project. The trainers in each of
the department helped me with getting the required information and also explained me the
working of each of the department in details and they also helped me to know how the
theoretical concepts that I have learnt in my academics was useful in implementing with the
practical situations in the organization.
 About what I learnt in their internship training:
It helped me to know the overall functioning of departments in the organization. How the
employees are motivated &trained in the organization towards achieving their goals set by
the organization.

It also helped me to know the co-ordination between the different levels in the organizations,
and also helped me to know the leadership skills and also to be as an initiator during the
different situation. It gave me a practical exposure to the various functional areas of which I
only had a theoretical knowledge so far.
 About my plan for future:
Through my summer internship programme I had good experience Apollo hospitals.
This helped me gain self-confidence and improve my skill, through this I would be able to
Implement my skill and knowledge in the organisation where I would be given a chance to be
An employee of the organisation & I build in confidence where I can do my best to the
organization which I am a part of. Now if a job is offered to me by Apollo hospitals or any
other hospitals I am in a position to handle it and I will take up the offer as an opportunity to
me.
CHAPTER 8
ANNEXURE AND BIBILOGRAPHY
ANNEXURE
AWARDS & ACCOLADES:-

Excellence, literally meaning unparalleled superiority, is the quintessence of Apollo
Hospitals. This is reflected in many areas - be it infrastructure, technology or services or in
the caliber and brilliance of our medical fraternity. Presented below are some of our
achievements:-
MANAGEMENT:
 Enterprise Asia's "Asia Responsible Entrepreneurship Awards" program (AREA),
South Asia 2012 has honored Dr.Prathap C Reddy, Chairman, Apollo Hospitals
Group with the prestigious "Responsible Business Leader" Award 2012
 Dr. Prathap C Reddy, Chairman, Apollo Hospitals Group has been honored with the
Life Time Achievement Award by CNBC TV18 at the India Business Leaders
Awards 2013.
 Dr. Prathap C Reddy, Chairman, Apollo Hospitals Group was honoured with the
prestigious Asian Business Leaders Forum Lifetime (ABLF) Achievement Award.
The award acknowledged Chairman's vision to make the world a better place and that
he has spent a lifetime nurturing and sharing values of excellence, innovation and
sustainability alongside social responsibilities and philanthropy.2013
 Ms. Preetha Reddy, Managing Director, Apollo Hospitals Group has been ranked
7th
amongst the Top 50 Most Powerful Women in Business in India, by Fortune
Magazine.2012
 Dr. Prathap C Reddy, Chairman, Apollo Hospitals Group was awarded MODERN
MEDICARE EXCELLENCE by ICICI Group, for his outstanding achievements in
the healthcare industry.2006
GROUP:
 Apollo Cradle's 'Natural is Priceless' Campaign has been honored with the
"Marketing Campaign of the Year" Award for its innovative strategy and
execution by the CMO Asia Awards.2014
 Apollo Hospitals, Chennai has been declared as the Winner of Golden Peacock
Occupational Health & Safety Award for the year 2014 by the Awards Jury under
the Chairmanship of Justice P. N. Bhagwati, former Chief Justice of India and Co-

Chairmanship of Justice Dr.Arijit Pasayat, former Judge, Supreme Court of
India.2014
 Apollo Hospitals receives "Gallup Great Workplace" Award.2014.
 Apollo Health City, Hyderabad has been bestowed the prestigious
'INTERNATIONAL MEDICAL TOURISM AWARD' for Excellence in customer
service by the reputed International Medical Travel Journal, UK.2014.
 Apollo has been bestowed with the Asia HRD Awards 2013 for Contribution by
HR to an Organization. Apollo group was specifically recognized for the
contribution to the HR community and the Health Industry.2013
BEST HOSPITAL IN INDIA-SURVEY 2012 BY WEEK MAGAZINE:-
 Apollo Hospitals Chennai rated as the best private multi specialty hospital in India.
 Apollo Children's hospital Chennai ranked as the best private Paediatric hospital in
India.
 Billion Hearts Beating (BHB) Campaign is a proud winner in the Corporate
Social Responsibility practice category, at the 5th Indy's Awards 2011.
BIBILOGRAPHY
Reference Books:-
K.S.ASWATHAPPA. (1996) Human Resource Management, Himalaya Publishers, 5th
Edition.
PHILIP KOTLER. (2006) Marketing Management, Pearson’s Education 12th
edition.
SHASHI.K.GUPTA. (2008) Financial Management, Kalyani Publishers Second revised
edition.
ORGANIZATION DOCUMENTS:-
1 APOLLO JOURNALS : 2014
2 FREE MEDICAL JOURNALS : 2014
3. APOLLO BROACHERS : 2014

Websites:-
http://www.apollohospitalsbangalore.com
https://www.apollohospitals.com
http://en.wikipedia.org/wiki/Apollo_Hospitals
https://www.apollospecialtyhospital.com
http://en.wikipedia.org/wiki/Health_care_industry
http://www.ibef.org/industry/healthcare-india.aspx
http://www.moneycontrol.com/financials/apollohospitalsenterprises/balance-sheet/AHE.

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