appolo project details

1. PROJECT
ON
APOLLO HOSPITAL
SUBMITTED TO:- SUBMITTED BY :-
PROF. SUNITA RATH BIGNYANANDA PADHI
FACULTY (SERVICE MARKETING) ROLL NO-MB04032
ISBM, BBSR ISBM, BBSR

2. CREDIT WORTHINESS OF APOLLO HOSPITAL
It is the market value of any organization which shows its business
status.apollo being a recognized group of hospitals, is world famous and the credit
accountability undoubtedly of the best. the market value of Apollo has been
tremendously increasing because of the following reasons .
(1) Highly marketed and well branded
(2) Consistent increment facilities and amenities since it was established.
(3) Efficient manpower and good quality of the staffs.
(4) Healthy and hygiene environment.
(5) Establishes faith for all customers.
EACH OF YOUR CLIENTS IS WORTHY
(1) Clients preference should not be wealth biased.
(2) Clients or customer should be given proper preference in terms of health
Hygiene and recovery.
(3) Clients are highly responsible for credit accountability.
(4) Clients should be credit worthy in terms of business growth and profit in any
Industry.
INTRODUCTION OF THE COMPANY
Apollo Hospitals is a major hospital chain based in Chennai, India. It was
founded by Dr.Prathap C. Reddy in 1983. Apollo is private healthcare provider

3. in Asia with hospitals in India, Sri Lanka, Bangladesh, Ghana, Nigeria, Republic of
Mauritius, Qatar, Oman and Kuwait .
Several of the group's hospitals have been among the first in India to
receive a form of international, in their case by the American-based Joint
Commission International (JCI). The Hyderabad hospital was the first in the world,
outside the US, to receive JCI's Disease- or Condition-Specific Care (DCSC)
Certification in addition to general accreditation when it received this for its
Acute Stroke treatment in 2006. However, they have not as yet acquired
international accreditation from any hospital accreditation group from outside of
the USA.
The group has developed services in telemedicine, after starting a pilot project in
2000 in Dr Pratap C. Reddy's own home village. It is now the largest telemedicine
provider in India with 71 centres.Apollo Hospital and DHAN to provide affordable
rural healthcare, Philips press notice, July 08, 2005 accessed.
Another venture of the group is Apollo Health Street, a global healthcare services
company (Apollo Health Street). It offers business process outsourcing (BPO)and
IT services internationally, operating out of three countries - the United States, the
United Kingdom, and four centres in India (Hyderabad, New
Delhi, Chennai and Coimbatore). The success of Apollo Hospitals has made it the
topic for Harvard Business School case study.

4. Company Overview
It is often said that nothing happens, unless there is a dream first. At the genesis of
the Apollo story there was a dream. A dream so powerful, that it helped transform
the medical landscape in India.
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"
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.

5. The dream nurtured and grew within Dr. Prathap C Reddy, the founder Chairman
of Apollo Hospitals, until the point of inflection happened in 1983. A young man
succumbing to an ailing heart was what it took to ignite Dr. Reddy's vision into a
reality - a vision where quality healthcare was given, where the pursuit of clinical
excellence was daily endeavor, India a hub in the medical tourism map and where
the Apollo family touches and enriches lives every minute, every day.
Today, with over 8500 beds across 54 hospitals, and a significant presence at every
touch-point of the medical value chain, Apollo Hospitals is one of Asia’s largest
healthcare groups. Commenced as a 150 bed hospital, today the group has grown
exponentially both in India and overseas. Its growth is often said to be synonymous
with India emerging as a major hub in global healthcare.
Apollo Hospitals is driven by a single thrust, to provide the best standards of
patient care. It is this passion that has lead to the development of unique centers of
excellence across medical disciplines, within the Apollo Hospitals network. Apollo
Hospitals has JCI accreditations for 7 of its hospitals, the largest by any hospital
group in the region.
True to its founding principles, the group has made quality healthcare accessible to
the people of India, and even overseas. It has become an institution of trust, and a
beacon of hope to so many searching for a cure for their ailments.
The legacy of touching and enriching lives stems from the pillars of the Apollo
philosophy - experience, excellence, expertise and research. We pride ourselves for
constantly being on the cutting edge, and going the extra mile to stay relevant and
revolutionary.
The Apollo Hospitals Group is the pioneer of integrated healthcare delivery in
India. This vision led the group to earmark time and resources to strengthen each

6. vital cog in the process of healthcare delivery. As a result of these efforts, the
group today is in a unique position to exponentially increase its healthcare cover.
This will be critical in order to meet future requirements.
Apollo Hospitals Group, today, is an integrated healthcare organization with
owned and managed hospitals, diagnostic clinics, dispensing pharmacies and
consultancy services. In addition, the group’s service offerings include healthcare
at the patient’s doorstep, clinical & diagnostic services, medical business process
outsourcing, third party administration services and health insurance. To enhance
performance and service to customers, the company also makes available the
services to support business, telemedicine services, education, training programs &
research services and a host of other non-profit projects.
GROWTH OF THE COMPANY
MEDICAL :
First American underwent a successful Heart Transplant at Apollo Hospitals,
Chennai ! Ronald Lemmer, 65 years old, was transplanted with the heart of a 36-
year-old accident victim in an eight-hour surgery by Dr Paul Ramesh at Apollo
Hospitals Chennai. In the process, two records were also created. The patient was
not only the first U.S. citizen to undergo a heart transplant in India, but he was
also the oldest person to undergo a heart transplant in the country.
Indraprastha Apollo Hospitals, Delhi successfully completed 200 Liver Transplant
cases of Pakistani patients, in November 2011. With a success rate of over 90%,
Indraprastha Apollo Hospitals has created a milestone in the history of medicine
by becoming the first hospital in the country to reach the 200 mark for patients
from a single foreign country.

7. Apollo Bramwell Hospital, Mauritius in conjunction with Global Biohealth
Solutions, launched the Apollo Bram well Stem Cell Therapy Program.
The Apollo Hospitals, one of the six centres in India to be part of a global trial on
using drug-eluting bio-restorable stents, are the first in Chennai to use the product.
The next generation in devices that relieve blood vessel blocks will dissolve
within a couple of years. The device works like a regular stent by restoring blood
flow to a clogged vessel. It also contains a drug that is slowly released to help the
healing process.
Apollo Gleneagles Cancer Hospital Launches Eastern India's first dedicated
comprehensive Bone Marrow Transplant Unit.
Apollo Hospitals Group has performed more than 775 solid organ transplants for
the year, 2010, making it one of the World’s Busiest Liver Transplant Centres.
Indraprastha Apollo Hospitals, Delhi has also completed over 500 liver transplants
in February, 2011.
Apollo Hospitals Chennai completed 10,000 Coronary Angioplasties in 2009,
including many refined procedures like Multi-Vessel Angioplasty, Left Main
Angioplasty and Bifurcation Lesions.
Apollo Specialty Hospitals, Chennai added successfully conducted exultant Micro
vascular free tissue transfer and Aesthetic surgeries on more than 1000 patients by
the end of March 2011.
World's 1st iPod Navigation Hip Resurfacing Surgery was successfully performed
at Apollo Speciality Hospitals, Chennai.
Latest M guard stent technology, a specially designed Mesh covered stent, was
used to save a 27 year old man from an acute heart attack ! Apollo Hospital first to
introduce the technology in Chennai !

8. Centre for liver disease and transplantation, Apollo Hospitals Chennai has
completed 100 liver transplantations in less than 4 years with over 90% success
rate, creating a milestone.
Apollo performed an unprecedented revolution in orthopedics by equalizing limbs
and deformity correction by the llizarov procedure.
In 1995, Apollo Hospitals performed its first Bone Marrow Transplantation, as
well as the first multi organ transplant in the country.
First private healthcare provider to perform a heart transplant in 1995.
Performed over 7,50,000 major surgeries and over 10,00,000 minor surgical
procedures with exceptional clinical outcomes.
Largest series of aortic valve replacement with stentless heart valve bioprosthesis
performed.
Conducted over 90,000 cardiac surgeries - one of only 10 hospitals in the world to
achieve these volumes. Achieved a 99.6% success rate in cardiac bypass
surgeries, over 91% of which were beating heart surgeries.
By 1992, Apollo Hospitals introduced Artery Stenting for the first time in India.
Introduced cutting edge procedures like off-pump and beating-heart surgery,
either by thoracotomy (minimal invasive access) or classical sternotomy, trans-
radial angioplasty and stenting, mitral valve replacement.
Pioneers of the Preventive health check programmes in India and performed 3
million checks to date.
Pioneered open heart surgeries and cardiac catheterization, in the early 80’s.
First successful:
Pediatric liver transplant in India
Adult liver transplant in India
Cadaver liver transplant in India

9. Transplant in acute liver failure in India
Liver-kidney transplant in India were all performed by Apollo Hospitals.
Apollo Hospitals was the first Indian hospital group to introduce Stereotactic
Radiotherapy and Radiosurgery for cancer treatment.
Pioneered orthopedic procedures like hip and knee replacements, the Illizarov
procedure and the Birmingham hip re-surfacing technique.
Revolutionary Ceramic Coated Knee Replacement was performed for the 1st time
in South India at Apollo Speciality Hospital, Chennai.
Resorbable screws were used for the first time in India at Apollo Hospitals
Chennai to correct congenital spine problem of a six-year-old child from
Tanzania.
An innovative Orthopedic procedure was performed for the first time in India at
Apollo Hospitals Chennai - leading to pain free postoperative recovery after
shoulder surgery. The Orthopaedic team at Apollo Hospital, Chennai successfully
performed an Arthroscopic Brachial Plexus Catheterization on a young lady
patient.
The Paediatric Cardiac team at the new Apollo Children’s Hospital successfully
performed a complicated surgery to treat a complete AV canal defect in a 4–
month old Nigerian baby in 2009.
India's first keyhole multiple bypass surgery was conducted at the Indraprastha
Apollo Hospital, Delhi. It took less than four hours to perform the scarless
surgery, without cutting any bone of the patient. This technique uses a
combination of small holes in the chest and a small incision, made indirectly over
the coronary artery to be bypassed. It is often performed using robotics and video-
imaging, which help the surgeon operate in a small area.
An 8 year old Omani child with aortoarteritis and uncontrollable hypertension
with impending kidney failure and intestinal gangrene was successfully managed

10. by a simultaneous vascular reconstructive surgery on the narrowed arteries
supplying both the kidneys and the intestines at Apollo hospitals chennai .Such
simultaneous bypass and reconstruction in a young child was a first for India and
only a few such procedures had been done worldwide.
MEDICAL TECHNOLOGY:
First to install the most modern diagnostic and surgical infrastructure like the 320-
Slice CT Scan and many others.
First hospital group to bring the 320 Slice CT- Angio scan system and the 64 Slice
CT-Angio scan system to India.
First hospital group in South-East Asia to introduce the 16 Slice PET-CT Scan.
Equipped with the largest and most sophisticated sleep laboratory in the world.
Introduced the most advanced CyberKnife® Robotic Radio Surgery System in
Asia Pacific, the world’s first and only robotic radiosurgery system designed to
treat tumors anywhere in the body with sub-millimeter accuracy.
Novalis Tx™ Radiotherapy & Radiosurgery , one of the most precise, non-
invasive and fastest treatments available for cancerous and non-cancerous
conditions of the entire body was launched at Apollo Cancer Institute Hyderabad
in 2009. Treatments are delivered from outside the body to destroy tumors without
an incision. This protects the patient’s healthy tissue, so patients can avoid
hospitalization, lengthy recovery periods and many of the complications often
associated with conventional surgery.
Full Field Digital Mammography with Tomosynthesis (3D) system, First-of-it's-
kind in South Asia was launched at Apollo Speciality Hospital, Chennai.
Indraprastha Apollo Hospitals launched Novalis Tx - an advanced form of
radiotherapy and radiosurgery that offers a versatile combination of advanced
technologies for treatment of tumors and lesions.

11. SECTORS OF APOLLO HOSPITALS
Apollo Hospitals is the largest healthcare group in Asia. Apollo group owns and
manages 41 hospitals in and around India and has a total capacity of 7000 beds.
Apollo Hospitals was founded by Dr. Prathap C Reddy in 1979 and is the first
group of hospitals that pioneered the concept of corporate healthcare delivery in
India. Apollo Hospitals Enterprise Limited (AHEL), the flagship company of the
group, is a listed Company on the Bombay Stock Exchange.
Today, AHEL is the leading private sector healthcare provider in India and owns
and manages a network of speciality hospitals and clinics. The company also
operates a chain of pharmacy retail outlets across the country, and provides
consultancy services for commissioning and managing hospitals. The consultancy
division of Apollo Hospitals offers project and operations management
consultancy services to clients that vary from conceptualization to commissioning
of a wide range of healthcare models.
GROUP COMPANIES OF APOLLO HOSPITALS
Apollo Health Street Limited: It is a global healthcare services company that
offers business process outsourcing and IT solutions and services to a global
clientele.
Apollo Pharmacies: It is the largest retail pharmacy chain in India with over 70
round-the-clock retail outlets in India. Apollo Pharmacies is moving towards
offering e-prescription based services to the end user and the doctor.
Apollo Health & Lifestyle Limited: Apollo Health & Lifestyle Limited (AHLL)
is engaged in establishing a network of clinics in India and neighbouring countries.

12. It intends to address the day-to-day health needs of common people by providing a
range of superior quality healthcare services at affordable prices.
MedVarsity Online Limited (MOL): MedVarsity Online Limited is promoted by
Apollo Hospitals and NIIT Ltd. MedVarsity has developed over 1500 hours of
medical content that is accessible to the medical community anytime and
anywhere.
Apollo Telemedicine Enterprises Limited (ATEL): Apollo Telemedicine
Enterprises Limited has developed the 'Apollo Telemedicine Network' that allows
the participant sites to collaborate with institutions in the country and abroad and
provides their clientele access to better healthcare in areas not adequately served
by the medical community.
Family Health Plan Limited (FHP): The company deals in the healthcare
insurance sector and is the largest Third Party Administrator (TPA) in Asia.
Recommendation
At this point in time, I would recommend building additional hospitals. This
approach allows Apollo to continue towards its ultimate goal of providing
comprehensive health coverage, while allowing for other events to occur in
parallel. There are not enough resources available to deploy that are committed to
the “Apollo Way”. While new hospitals are being built the IHM could be
expanding its training programs and producing additional management resources
that can be deployed. At the same time, we will be able to fight the government red
tape and continue our education of the Indian people regarding the benefits and
necessity of health care.

13. ACTION ITEMS
Short Term
Build new hospitals
Expand programs at the IHM and IHC to increase available
manager resources
Work on a process/procedure to allow for the efficient and
effective implementation of a licensing program
Mid Term
Implement the licensing program
Long Term
Incorporate the ultimate goal of HMO
UNDERSTAND THE PLAN BUSINESS
Business Planning & Clinical Visioning
The first step for establishing a healthcare facility is the preparation of a
comprehensive Business Plan. We carry out a comprehensive primary market and
secondary market analysis on the demographics, disease patterns and trends,
market segments, demand and supply dynamics, which serves as the basis
for hospital planning and setting up of the facility.

14. The clinical services are formulated to suit current and future market needs. The
services are also chosen based on their viability.
The medical equipment and human resource needs are assessed and a plan to
acquire them is laid out. All the above details along with the estimated project costs
and financial forecasts are presented in a detailed project report (DPR) which forms
the basis for taking the project forward.
setting up a Healthcare Facility
Hospital Planning and Design
We assist in hospital planning and hospital design according to international
standards and contemporary design parameters. The hospital designs and drawings
are reviewed based on the departments, patient flow, adequateness for other
services and management ease. We bring in our vast experience to ensure that the
design enhances the effectiveness and efficiency of the facility at optimal cost.
Setting up a Healthcare Facility
Information Technology and Telemedicine
The Information Technology and Telemedicine consulting services include the
assessment of the Information technology & telemedicine needs of the facility and
deployment of the right solutions. We assist in formulation of requirement
specifications for software, hardware and networking and selection and

15. procurement of the software. We ensure that the facility is equipped with the latest
technologies with an eye on the future.
Medical Equipment Planning and Procurement
Apollo Hospitals Group has significant experience in medical equipment planning
and procurement and is the largest private sector purchaser of medical equipment
in Asia. The medical equipment advisory services are spread across three broad
categories –
Medical Equipment Planning
Selection and procurement assistance and
Site preparation, installation and commissioning
Hospital Commissioning & Start Up Assistance
We provide expert hands at hospital commissioning and start up. We ensure that
all systems, protocols, services and structure are in place, the hospital has obtained
all required regulatory approvals and licenses, operational policies are well laid out
and most importantly the marketi

16. Hospital Operations Management
We manage hospitals for our partners. Apollo’s role as a hospital operator is
guided by its commitment to
Ensure that the skill-sets of key clinical and managerial team members are
amongst the best
Achieve and maintain accreditation status and international standards
Develop a sustainable competitive advantage for the hospital to ensure high
levels of quality, customer service and competitiveness
As a part of the hospital operations management / hospital operator role, Apollo
deputes a senior management team to manage the day to day affairs of the Hospital
in line with international best practices which strives to establish the hospital as a
leader in the region with the best patient care and a sustainable competitive
advantage.
All managed hospitals become part of the Apollo network and benefit
through a host of initiatives which include central marketing and purchasing
programmes.
Telemedicine linkage between the managed facilities and Apollo’s tertiary
care facilities which enable patients and doctors to consult a large network
of medical consultants based at other Apollo’s facilities.
Exchange program for medical consultants, nurses and technicians to
facilitate knowledge sharing and technology exchange.
Apollo now manages more than 42 hospitals in India and abroad.
Hospital Quality Management & Consulting

17. Apollo Hospitals is synonymous with world class quality. Quality is a way of life
at Apollo and we continuously set new standards and benchmarks for ourselves.
For us no two clients are alike and neither are the challenges they face. We offer
our clients unparalleled expertise through our Hospital Quality Consulting services
so that people throughout the world are benefited by access to the highest quality
of healthcare. Some of the areas of Hospital Quality Consulting are
Quality Improvement
Critical path and continuum of care guidelines
Joint Commission survey/ ISO readiness
Utilization Management
Patient Safety
Risk Management