PROGRAM - MBA
SUBJECT CODE & NAME - MH0056 – Public Relations
& Marketing for Healthcare Organizations
1. Explain the market for
healthcare. Add a note on the factors attracting corporates to health sector.
Market for Healthcare
Market can be defined
as any set of arrangements, which allows buyers and sellers to exchange goods, services or
resources. A free market is a place
where buyer and seller can exchange goods, services or resources
without interference from the government.
Information is important for any market.
Both buyers
and sellers need
to have access
to sufficient information
to allow them to make decisions
regarding the market.
The
market for healthcare involves two groups: the buyers and the sellers. Everybody is potentially a buyer (or
consumer) of healthcare because we all
want good health.
Hence, most people
would be
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2. Discuss the various steps
involved in marketing research.
The various steps are as below:
1. Problem
recognition: - Problem recognition helps define a problem, which is the
first step of marketing research. A clear description of what needs to be
researched is essential so as to gather relevant information. This information
helps to answer the queries of the healthcare organisation. By defining a
problem, enhanced articulation of research objectives is possible. For
instance, a Health Care Organisation (HCO) might discover that their healthcare
plan is less likely to be accepted among the corporate health benefiting
officers. However, the competitive state of the healthcare plan needs to be
understood in order to compare it with the competing HCOs. Another way of
defining this problem is by
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3. Discuss the types of public
relations research.
Types of Public Relations
Research
There are mainly
two types of
public relations research
– primary and secondary research.
Primary research: Primary
research involves carrying out a complete original study. The two primary research
techniques are as follows:
·
Qualitative
·
Quantitative
Qualitative research: - Qualitative research
depicts how certain
population groups think
or feel about any product,
service or subject. It is a thorough subjective study. The results of
qualitative research studies
cannot be extended
to larger population groups.
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4. Discuss the current scenario of
medical tourism in India.
Current scenario:
Medical tourism in
India has evolved
over a period
of time and
today, it attracts most of the
medical tourists from Africa, Middle East and the South East Asian countries.
Today, India is in a position to offer world-class healthcare
facilities at a less rate when compared
to the other
developing countries, using
the latesttechnologies of medical
healthcare. The cost of medical care in India is very less when compared to
other developed countries.
The cost
of a liver
transplant could range
from 137,867 US
dollars to 160,845 US
dollars in Europe
and these figures
are estimated to
double when performed in
the US. In
India, the cost
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5. Discuss the future of
healthcare marketing.
Future of Medical Tourism:
Most of the tourists‟ destinations have been explored due to the
awareness brought about through
medical tourism. Many
of the Latin
American countries known for
their rain forests
are attracting the
tourists through medical tourism.
Speciality healthcare services
and procedures are
being done at a
comparatively less rate,
when compared to
the US healthcare facilities.
The rate, at
which medical tourism
industry has evolved
to this day,
has resulted in predicting
the growth and
revenue of the
country to a
large extent.
Negative effects of medical
tourism
The adverse effects of medical tourism are:
·
Economic recession
can stop the
medical tourists, coming
from less developed or developing
countries.
·
During recession,
overseas travel can
cost more to
a medical tourist than in his own country.
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6. Explain the standard metrics to
evaluate public relations in healthcare.
Standard
Metrics to Evaluate Public Relations in Healthcare.
The key factors
to be considered while focusing on the PR measurement and evaluation are:
·
To establish flawless programme objectives and desired outcomes to
measure results. For this, the PR goals must be linked directly with the overall
goals of business programme.
·
To differentiate between the measuring PR outputs that are usually
short term and measuring PR outcomes that can have an impact. To measure media
content of great value that needs to be considered as the main step in PR
evaluation process. It can also measure the possible exposure to actual press
coverage and PR messages.
·
To evaluate the effectiveness of PR, there exist no simple
techniques or tools to be relied on. Often, a combination of several
measurement techniques is essential. Consideration must be given to any one of
the following: focus groups, surveys, polls, event measurements, tradeshow,
cyberspace analysis and media content analysis.
cyberspace analysis and media content analysis.
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PROGRAM - MBA
SUBJECT CODE & NAME - MH0057 – Management of Healthcare
Human Resources
1. Explain the training cycle in Healthcare
Organisations.
Training cycle
The training
cycle is prepared
based on the
needs of the
healthcare organisation. Below figure depicts
the training cycle
in healthcare organisations.
The steps involved in
training cycle are as follows:
1. Identifying training
needs –
The first step in training cycle is to identify the training needs. Training needs analysis
(TNA) is a formal process of identifying
the training gap and its related training need. It is aimed to
align the training
needs with the
requirements to meet
the organisation’s goals. It
includes the availability of manpower resources, deficiencies in performance
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2. Illustrate the selection procedure in
healthcare services.
Selection
Selection
is the process of evaluating the qualification, experience, skill and knowledge
of a candidate. The selection process is performed to determine the candidate’s
suitability for the
job. The selection
procedure obtains relevant information
from applicants and
selects the most
suitable among them. The
difference between recruitment and selection is that recruitment helps to
identify the prospective applicants to apply for a job while selection helps to
select the right candidate from a pool of applicants.
Procedure for selection
The
selection process consists of a series of steps. The selection process varies
from one organisation to another.
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3. Explain the objectives of HRM in healthcare.
The
objectives of HRM in healthcare are as follows: -
1. Recruitment
and training
Recruiting
and developing the most suited workforce is one of the most important
objectives of HRM in healthcare. One of the ke y factors for organisational
success is the performance of employees. There are no thumb rules for hiring
employees in the healthcare industry. Every organisation follows a recruitment
technique that best fits that organisation.The core practices are as follows:
·
Selective
personnel hiring.
·
Decentralised
decision making and extensive training programmes.
·
Emphasis on
employment security.
·
Better
compensation for better performance.
·
Self-managed
teams.
·
Elimination
of status distinctions and barriers.
2. Motivation
and leadership
Similar to any other sectors, employee motivation in the healthcare
sector is driven by different factors like higher pay scale, better working
conditions, and job satisfaction and so on. Most of the
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4. Define performance appraisal. Describe the
components of performance appraisal.
Performance Appraisal:- Performance
appraisal is the process of obtaining, analysing and recording information about
the relative worth
of an employee.
The focus of performance appraisal is measuring and
improving the actual performance of the employee and also the future potential
of the employee. Its aim is to measure
what an employee does. It uses an objective, scientific, systematic and professional
approach. The employees
are aware of
being evaluated and the
criteria considered for
the appraisal. The
appraiser and the employee
should perform the
task together in
a professional atmosphere emphasising on the positive points
and discover the measures to overcome the drawbacks.
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5. Describe HR audit process.
Answer:
The three phases consist of ten steps as mentioned below:
1. Initial phase:
(i) Notification
(ii) Planning
(iii) Open meeting
(iv) Fieldwork
2. Actual audit:
(i) Communication
(ii) Draft audit
(iii) Management
response
3. Final audit:
(i) Final meeting
(ii) Report
distribution
(iii) Audit feedback
First phase – initial steps
of the audit
1. Notification – In this step, the auditors
notify the time and date of review to team that is to be reviewed. They also
list the documents that are required and are to be reviewed to get an overview
of the organisation.
2. Planning – Planning is done before the audit process
begins when the key areas of
concern are determined.
Planning relies on
a series of meetings
with the audit
staff. The meeting
is held
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6. What is collective bargaining? Explain the
principles and characteristics of
collective
bargaining.
Definition
Collective bargaining
can be defined as a method of negotiation in which the employees are assisted
by authorised union representatives. According to the Encyclopaedia of Social
Sciences collective bargaining is “a process
of discussion and negotiation between two parties, one or both of whom are a
group of
persons acting in
concert. The resulting
bargain is an understanding as
to the terms
and conditions under
which a continuing service is
to be performed.
More specifically, collective
bargaining is a procedure by which employers and a group of
employees agree upon the
conditions of
work”. According to Tudwig Teller “collective bargaining is an agreement between
a single employer
or an association
of employers on one hand and a labour union on the other,
which regulates the terms and conditions of employment.”
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PROGRAM - MBA
SUBJECT CODE & NAME - MH0058 – Legal Aspects in
Healthcare Administration
1. Explain informed
consent with examples.
Informed
Consent
Informed
consent is a
process of communication
between a patient
and physician that results in the
patient's authorization or agreement to undergo
a specific medical
intervention. It is
based on the principle of
patient autonomy and is the
cornerstone of ethics in patient care and clinical trials.
A patient has
a legal and an
ethical
right to make
a decision on
what happens to his or
her body. Informed
consent empowers patients
to be actively involved in making decisions
concerning their own medical care; the
doctor, thereby, guides
the patient in making a
rational
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2. Explain the
following concepts:
a. Accountability to
patients
Accountability to patients:
A medical practitioner owes the patient he is
treating a duty of care and is hence, accountable to the patient firstly.
Therefore in cases of medical negligence, the patient has to establish that
there was sufficient proximity between him and the doctor. This duty of care is
established once a doctor starts to administer treatment to the patient,
irrespective of remuneration. This duty of care is also owed to the patient by
the hospital or treating institution, thereby making the hospital accountable
to the patient by what is termed as vicarious liability. In the case of Dr
Laxman Balakrishnan Joshi Vs Dr Trimbak Bapu Godbole, the court said that a
doctor owes a patient certain duties:
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3. Which are the 3
types of inquest’s in India? Explain.
There are three
types of inquests in India,
(1)
Coroners’ inquests
(2)
The Police inquests and
(3)
Magistrates’ inquests
(1) Coroner's
Inquest: In
India, the cities of Calcutta and Bombay, a special officer known as coroner is
appointed by the Government to inquire into causes of all unnatural deaths. The
coroner is usually an advocate or first class magistrate with five years of
experience in his profession. He presides over the corner's court. His
territorial jurisdiction extends to the city limits only. His functions are:
i) He is empowered to inquire into all unnatural
or suspicious deaths including those in the jails within his jurisdiction and
he can commit any suspected person or accused to stand trial before a
magistrate.
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4. Define abortion. Explain medical termination
of pregnancy act in detail.
Answer:
Definition
Abortion
is the termination
of pregnancy by
any method (spontaneous
or induced) before the foetus is sufficiently developed to survive
independently. Abortion may be
classified into various
categories depending upon
the nature and circumstances under which it occurs.
For instance, it may be either:
·
Natural
·
Accidental
·
Spontaneous
·
Artificial / induced
THE MEDICAL
TERMINATION OF PREGNANCY ACT, 1971 (Act No. 34 of 1971) (10th August 1971)
An Act to provide for the termination of certain
pregnancies by registered Medical
Practitioners and for
matters connected therewith
or incidental thereto.
Be it enacted by Parliament in the Twenty-second Year
of the Republic of India as follows:
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5. Explain medical negligence. List the various rights
and responsibilities of the patient.
Definitions of Negligence:
Negligence is the breach of a duty caused by omission to do something which reasonable man guided by those considerations which ordinarily
regulate the conduct of human affairs would do, or doing something which a
prudent and reasonable man would not do.
Alderson B defined negligence as the omission to do something that a reasonable man, guided upon those considerations that ordinarily
regulate the conduct of human affairs, would do, or doing something that a
prudent and reasonable man would not do.
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6. Discuss the important documents and ethical
codes in medical ethics.
Answer:
Important Documents
and Ethical Codes:-
Hippocratic
Oath:
The
Hippocratic Oath is
one of the
earliest guiding documents
in medical ethics. It has been a
tradition for all doctors to recite this oath when they are being sworn in. It
states the duties expected of a physician and goes on to highlight many
ethical obligations. This
sacred oath has
religion-based foundations and is accorded great sanctity and respect.
However, changing times
and evolutions in
the field of
healthcare have made the
underlying sentiments of
this oath redundant
e.g. Generalized ethical codes
that do not
consider situational differences.
A rigid set of
ethics, that disregard
inevitable circumstantial variations,
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PROGRAM - MBA
SUBJECT CODE & NAME - MH0059 – Quality Management
in Healthcare Services
1. Explain the requirements of
quality patient care.
Requirements of Quality Patient Care
The requirements of
quality patient care are as follows:
1 Patient safety management
program
Education of
the mass is
insufficient and particularly
in rural areas. Methodological uniformity
is required in
terms of analysing
and reporting. The creation of a
world alliance for patient safety is an
important step in the quest to
improve the safety of healthcare. In
present times, no one has the
expertise, funding or
research and delivery
capabilities to tackle
the full range
of patient safety
issues on a
worldwide scale single
handedly . The programme set
out below, which
builds on the
discussion of a
high-level seminar held in London
in November of 2003, the discussion at the
World Health Assembly
in May 2004
and a meeting
of expert advisers
held in Dublin, comprises of six
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2. Explain the fundamentals of
lean management. Add a note on lean thinking in healthcare.
Fundamentals of lean management
The fundamentals of
lean management are:
• Identify the value stream
The first step in lean
management initiative must define the value which is in turn
defined by consumers‟
current and future requirements.
If you
do not know what
customers truly value
then how can
you differentiate between
what is value-added and what is not value-added?
• Create flow
The second
step in lean
management initiative is
line up organisation
activities that add value in a sequence that flows seamlessly with
little or no waste. The most obvious signs of waste in any organisation are
scrap and rework. Scrap
results from processes
that produce too
much. And rework happens when the
product or service is not built right the first time. When an organisation
is over-producing, the
flow must be
slowed to match
the patient‟s requirements, and
rework areas
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3. Explain the implementation of
QMS in healthcare organisation.
Meaning :
A Quality
Management System (QMS)
can be expressed
as an organisational structure:
procedures, processes and
resources required to implement quality management.
Certification or accreditation by an external agency is
mandatory. But, for
improving the quality
of its products
or
services an
organisation can use certification or accreditation for business needs.
The process of Quality Management Program involves the following
steps:
1. Commitment of the top management - This
is an important step in quality management program and involves full
understanding, support and involvement of the management in the healthcare
organisation.
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4. Define accreditation and
certification. List the benefits of accreditation and certification of
hospitals.
Definition of accreditation
Accreditation helps
in improving the
quality of healthcare
provided to everyone which
includes patient, hospital
staff, insurance agencies
or empanelling organisations. Accreditation is a national benchmark of
quality which is a voluntary process validated by the peer review and also
involves systematic self-valuation against
the nationally accepted
standards. Thirdparty accreditation will guide a service organisation in
the development and maintenance of interrelated
accountability and quality
improvement systems. Through meeting
the organisational and
program standards, the organisations are supported in the
delivery and continuous improvement of safe,
effective and efficient
services. The accrediting
bodies will continuously gain
feedback from the
consumers,
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5. Define total quality management. Discuss the importance of TQM in
healthcare.
Definition of total quality management
TQM is
a management philosophy
that focuses on
customer satisfaction and organisation
objectives for long-term
success of a
healthcare organisation. TQM is
based on the
involvement of all
employees of an organisation in
improving processes, products, services and
the culture in which they work.
TQM
involves a systematic managerial approach in an organisation based on
continuous improvement of all operations, processes and functions. It is used
interchangeably with Continuous Quality Improvement in many areas. It is
achieved by understanding,
meeting and exceeding
the needs of
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Q6. Explain the methods of
performance evaluation in healthcare services.
The following methods are the
important methods used in a healthcare organisation for performance evaluation.
1. Statistical approach
2. Medical audit
3. Nursing audit
4. Equipment audit
5. Patient satisfaction
survey
1. Statistical approach: Statistical
approach is a method used to compare and evaluate a healthcare organisation’s
performance against the defined standards. It is a numerical analysis of a
sample or data. It shows the level of business through evaluating facility
utilisation and financial statistics. It helps external agencies to rank an
organisation on the basis of provision of quality services to patients. A
healthcare organisation must set standards and select suitable criteria related
to patient care and safety,
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