Research

Proposal
Health Care
Management
India as Case
Study
Sanjivani- The Life Hospital
Submitted By :
Student ID :
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Aim
The healthcare industry has now developed as the most vibrant industries across the world. With
growing size of this industry, demand for prospective and skilful mangers and healthcare specialists is
also growing. The demand and requirement for the managers have straddled because there is urgent
need for meeting the challenges of this likely market. With the globalization of the healthcare
industry, healthcare managers and professionals must possess practice-oriented, international and
intellectual skills.
Healthcare management purposes to provide managers with the potentials that are needed for the
future global healthcare amenities. With the application of the healthcare management, managers are
capable to organize the incompatible managerial skills to boost the quality while declining the cost at
a same time.
Objective
The need and demands for quality healthcare services has been increased so fast that it has become an
issue in all over world than India is also not untouched from that. The main objective of study is to
consider Sanjivani- the Life hospital as a base and hoe they are managing change with change of
patients expectations. With new trends, pressure is there to deliver new and better delivery services.
Earlier people were coming to the healthcare enters but now healthcare centres have located
themselves near to the patients house. Other issues affecting healthcare management is the managed
care contracting, which has become a serious issue for every healthcare organizations. Increasing the
growth of healthcare contracting is foreseeable but some of the organization in healthcare field lacks
proper data for the managed care contracting
Healthcare management is a kind of process that seeks to accomplish and manage properly one or two
elements of the healthcare system. Today, great chances are there to become a manager within the
healthcare field. If we find Sanjivani- the Life Hospital groups, it tends clear that they have applied
healthcare management properly in their vast business (Mclaughinm, 2008).The present adjoining and
environment for the healthcare organizations involves of many forces that demands extraordinary
changes in the organizations. These forces comprise of augmented customer look, varying
demographics, strengthen governmental pressure and rise in competition. Meeting such challenges
requires efforts from the side of healthcare organizations such that they can be thorough with the
fundamental changes and steadily inquire the new actions so as to harvest new values. Healthcare is
an information-intensive process. Pressures for the professional and healthcare managers are rising as
healthcare organizations are looking for the ways that lessen the costs, enhance quality and able to
access the managed care. Also, healthcare has been developed as complex system. There should be
proper coordination of the information technology with the twofold effects of the complicacies in
organizations still assuring consistent growth in the field of medical technology. Healthcare
organization is a field which is in relation to the set of activities including administering, managing
and leading of hospitals, healthcare systems and network of healthcare clinics.
Organizational Background
Sanjivani- The Life Hospital
In todays world, Sanjivani- The Life Hospital Group has not only extended name but has also
converted a leader in the field of health care centres by delivering quality health care in Asia. Besides,
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it is being considered to be the biggest incorporated firm in healthcare aspect as well as it is complete
in every aspect. Sanjivani- the Life is a powerhouse which you can trust blindly as its business is vast
expanded with over 50 hospitals inclusive of 8500 beds, diagnostic clinics, a chain of hospital
management colleges and nursing schools across Asia. Aim of Sanjivani- the Life Hospital is to make
use of advanced technology with old traditions which are running down from centuries. Sanjivani-
The Life Hospital Enterprise Limited was actually incorporated as a Public companyin1979. With the
contributions of Dr. C Reddy, it became the first group that opened up the notion of corporate delivery
in healthcare in India. It was then, the first company to be listed on the Bombay stock Exchange
Literature review
Healthcare professionals or the managers plans, coordinates, directs and supervises the healthcare
delivery. Rapid changes in the healthcare management lead to refurbishing of authorized standards
and curricula. Healthcare management is multidisciplinary in nature which not only covers the
healthcare aspects but also borrows the prospects of the public administration and business
administration. A survey conducted informally by some trade magazine, Modern Healthcare, suggests
that 70% of the business executives and educators believe in employing healthcare management in the
healthcare organizations. Whereas 50% of the people believe that other areas or fields like trade
finance, IT, etc should be given more importance. Several articles or journals for healthcare
management have been published. Many of the research journals have reported the research that has
been done on the healthcare and their conduits.
Books
Healthcare Administration by Lawrence Wolper - this book says that HealthCare administration has
become a major issue since the beginning of 21
st
century. It also states the ethical issues related to
healthcare services as poor are paying more for healthcare services than rich. HealthCare management
by John R. Schermerhorn with the tremendous change in the healthcare workplace, everyone needs
to react to these changes. Managers are accountable for delivering high quality and creating diverse
work environment. This book also says that at every level, managers have different roles to play and
has to perform varied duties (Schemerhom, 2007).
Haimanns Healthcare management by Rose T Dunn this book is well written and able to deliver the
role, duty and functions of supervisors in healthcare system (Dunn, 2007).
Healthcare Management: Organization Behaviour and Design by Stephen. M Shortell this book
states the purpose of taking decisions by healthcare managers in their respective field. The objective
of the book is to state the motivational factors for the employees in the improvement of the healthcare
services. Some suggestions are being provided to healthcare mangers for providing motivation to their
employees and co-workers (Shortell, 2007).
Principles for Health Care Professionals, by Joan Liebler, Paperback,Fourth Edition, Jones and
Bartlett Publishers The book is perfect for those healthcare professionals without any need for
knowing their field for specialty. The realistic commands and instances in the book show the
multidisciplinary backgrounds.
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Articles
Jim Ayers & Larry Benson Administrative Radiology Journal, August 1995.
In his article states that there are 10 ways in which managers can coordinate with the difficulties of
healthcare environment. These 10 ways are divided into three categories which are operations control,
operation effectiveness and operation control. This is basically for healthcare professionals to be able
to deal with managed care.
The key to success of healthcare organizations are the people. As there is intense competition among
the healthcare organizations, new innovative ideas and rewards for measuring future success is
necessary. The article suggests that there is need for evaluating current performance as well as there is
need for the development of new reward techniques so as to have satisfaction from the employee side
and enhancement of competitiveness
Jim Ayers, Lawrence Benson, & Robert Bonhag DMD Journal of Healthcare Resource Management,
October 1996
The healthcare providers are confused so as to which healthcare industry is in difficulty with
physicians, hospitals and group of physician to deal with managed care and patient customer
providers. It is vital for the providers to respond to the requirements of the managed care
organizations and HMOs.
Rationale
The article shows the research findings that have been conducted to see the impact of development of
new HMO for the healthcare organizations. The study shows the association between the initial
rationales which leads to the creation of the mission statement for the Sanjivani- The Life hospital and
its performance. The findings present importance of the mission statement in the hospital and its
likely success if the missions have been created for the organization
Hypothesis
If the development of new HMO is in accordance to the cultural, ethical and religion beliefs, then
financers as well as the patients is attracted to it.
Research methodology
Aim of research: To see the development of new HMO would affect the management activities of
Sanjivani- The Life hospital
Objective of the Research: to provide people the facilities and service of a new HMO by optimally
using the resources and efforts of the healthcare professionals.
To see how research purpose and research objectives are developed, let us consider the case of
Sanjivani- The Life hospital keening healthcare management in their organization. They have decided
to use their resources to work a health management organization (HMO). The resources are wide, as
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would be predictable in large teaching and research healthcare centres with a well-built confined
reputation.
Leading HMOs are testing with the demi-science called substitute medicine hoping to heal harms
when normal medicines are unsuccessful. This is an astonishing drift. Many doctors still sight some
substitute methods with great cynicism- the health maintenance organizations have a status for
spurning all except the most unswerving treatments. whilst most of the HMOs by now offer
chiropractic coverage, a number are adding acupuncturists and massage therapists, in conjunction
with the practitioners called naturopaths who use herbal therapies, relaxation remedies, yoga and
many more.
Managers of Sanjivani- The Life Hospital enterprise gathered for a meeting and represent their
thoughts and research to construct support for the notion within the hospital. The meeting came to an
end with some sort of worries and problems. The problem was how to decide the market demand in
the region to hold another HMO although each member of the planning committee was persuaded of
the potential benefits of the proposal, bed consumption rate and teaching programs, the confirmation
is required to demonstrate the financers before they begin investing resources into the proposal (Yin,
2009).
Following is the purpose of the study consists of research questions and a statement of the study
scope.
Research
Question: what is the demand for the new HMO?
Scope: limited to staff, students and faculty of the university.
The study was restricted to the university students, staff and the faculty for several reasons. First the
university management was favourably liable toward the plan, giving it the best possibility of
achievement in those surroundings. If support from that group was not in confirmation, then the
prediction would not be bright in other organizations .Second, the budget restraint made it improbable
that any valuable research should be carried out for more than one organization. No geographic limits
were there, as it was consider that distance from the home to HMO should have only a weak pressure
on individual choice in the proposed HMO. Finally, the followingset of purposes and objectives are
set;
Purpose: what target market segments should the HMO emphasize?
Objective: recognize the market sections which are most paying attention in the proposed HMO.
Assess their feasible rate of consumption of medical services from their past medical records.
Purpose: what services should be offered at what price level?
Objectives: recognize the features or characteristics of health plans that would have the greatest
control on an individuals option among options. Number of hypothesis were developed as to who
was most probable to be paying attention in the plan. Of course, they would have to express strong
interest in the plans described to them. Besides, good prediction would be those who were disgruntled
with the treatment or quality of their current plan, did not have a long standing connection with a
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family doctor, had positive attitudes toward the Sanjivani- The Life Hospital, and were not registered
in other healthcare plans through their spouses.
Research design
A research design is a blueprint used to guide research study toward sits objectives. The procedure of
scheming research study involves many consistent decisions. The most important decision is the
alternative of research because it decides how the information will be accessed (KING & VERBA,
2004).
Types of approach
Exploratory approach it is done when one is looking for imminent into the common nature of a
problem, pertinent variables that require to be measured and alternative decisions. The research
methods are highly elastic, qualitative and amorphous (Hawrtwig, 1979).
Descriptive research descriptive research clinches a large populace of marketing research. Causal
research when it is vital to present that one variable causes or develops the value for the other
variables, a causal research approach must be used. The first step is to use exploratory research
approach to generate all possible reasons for the problem (Key, 2012).
Primary research and secondary research
Primary research primary research is done to collate specific research purpose for the further
research. A variety of techniques, ranging from qualitative research to survey methods may be
employed To make choice for the best research approach for the HMO, a victorious decision has to be
made which having large number of strengths and least weakness in relation to the options. Once this
is obtained by uniting quite a few methods to take gains of their best characteristic and curtail their
limitations (My Market Research Method, 2011).
Our research for HMO would engage preliminary qualitative research followed by a survey to depict
the notion of the healthcare organization to a wide representative sample and test of the hypothesis.
The principle survey options were mail questionnaires and personal or telephone interviews.
Personal interviews the interviewer interviews the respondent in person. There is direct contact
between the interviewer and the respondent. Personal interviews using trained interviewers are too
costly and would be feasible only with a sample that was too small to identify adequately the
differences.
Telephone interviews the respondent is interviewed by the interviewer on telephone. There is no
direct contact between the interviewer and the respondent. Telephone interviews would have been
difficult to conduct both because of the length of the questionnaire and the evident need for multiple
category questions, which are awkward to communicate orally. Mail questionnaires the
questionnaire is administered through fax. The interview mayor may not have contact with the
respondent. The response rate would be low unless substantial incentives and follow ups are not
provided (Jeff Anderson Consulting, 2011).
The solution was a self-administered questionnaire, with door to door delivery and pickup by
untrained survey assistants.
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Secondary research- secondary data are by now available, because they were composed for some
other functions other than solving the basic problem. Included here are:
Syndicated data sources, such as consumer purchase panels.
Databanks and other sources like government sources such as Census Bureau
Existing company information system
Research Tactics and Implementation
Measurement The first step is to understand the research purpose into information requirements and
then into questions that can be answered by expected respondents. One of the purposes of HMO study
is to assess viable demand for the proposed HMO in relation to their current health plan. This means
the information will be required on the respondents overall assessment of the projected HMO, their
liking for the proposed HMO relative to their current health plan and their possibility of accepting the
new plan if it becomes obtainable.
Once the individual questions have been decided, the measuring instrument has to be developed. The
researcher designing an effective questionnaire must be concerned with how questions on sensitive
topics such as income can be asked, what the order of the question should be and how
misinterpretations can be avoided.
Sampling Plan
Most of the marketing research studies are restricted to the sublet of the total population or sample
which is applicable to the research questions. One approach is to select a sample for the proposed
HMO is probability sampling, in which all population members have a chance of being in the sample.
Anticipating the Analysis
Before actual data collection commences, the researcher must be attentive to the likelihood that the
data will be not enough for testing the theory or will be interesting but unable of supporting act
recommendations. With these anxieties in mind, the researcher should map how each of the data items
is to be examined. One useful device is to generate imaginary dummy data from the questions in the
measurement tool. The dummy data can be examined to make sure that the consequences deal with
the objectives.
Analysis of value versus cost and time involved
Cost-benefit analysis should be likely to conclude if the research should be taken as designed or if it
should not be conducted at all.
One of the mechanisms of cost is time. A research study for the proposed HMO can take six months
or more. It may be place such that a time phase will not delay a decision, thus generating the jeopardy
that set of attractive circumstances will be missed. The examination can bring to a close that either the
research design is cost efficient and should be preceded further or that it is not and should be ended.
Errors in research design
The value of research project is based on the overall excellence of the research design and on the data
collected and examined based on the design. More than a few possible sources of error can have an
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effect on the quality of a research procedure. The errors can persuade the variety of stages of the
research procedure and result in imprecise or ineffective research conclusion.

Quantitative and Qualitative Methods in Health Care Management

Quantitative research approach
These are research methods that are based on the scientific approaches in providing numeric value for
the study. Researcher establishes various relationships among these numeric values. Statistical
analysis is also being implemented to find the scope and strength of the causal relationship (Balvanes
& Caputi, 2001).
Advantages: The findings of quantitative research are in the form of numeric values or statistics that
are easy to explain and bring effective working. Comparing can be done easily as well as the
hypothesis can be formulated and development of objectives. The researchers can be tested on the
basis of its effectiveness in observations by using effective quantitative methods.
Disadvantages: Any false numeric value can mislead the research study and purpose. With the
simplification of research study, the quantitative research becomes less meaningful. Artificial
environment can be set up if there is unnatural settling of numeric values.
Qualitative approach
Healthcare management includes the planning, monitoring and coordinating the financing and
delivery of medical services. Healthcare professionals and managed care doctors or managers work in
such an environment where there is constant increase in costs, demand for innovations in medical and
care technology and regulations by government. Also, healthcare managers work with multiple people
like third party insurers and health care providers. Healthcare management is therefore a complex and
composite process. Luckily, various qualitative methods are there to assist research in healthcare
management (Balvanes & Caputi, 2001).
Various qualitative methods
In our research h, healthcare managers are concerned with the issues of developing new HMO, in
which qualitative methods can be used for the effective working. Qualitative methods helps in
reaching to a specific decision related to the research purpose. Qualitative research tools and methods
can be applied to Sanjivani- the Life hospital for healthcare management which includes Nominal
group technique, focus groups, brainstorming sessions and Delphi (Mariam, 2009).
Nominal group techniques these are kind of group discussion which are held to deal with a
particular issue. At the time of nominal group techniques, each member group independent of others
are asked to pen down a list of notions regarding the issue under discussion. Then, group members are
asked to present their ideas one at a time which is then followed by a huge discussion. After the entire
individual group members have accessed their thoughts and each group has discussed them, each
member then ranks the notions which are being presented. NGT is a kind of interactive process that
emerges after several ideas and their respective discussions.
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Focus groups- it is the most popular technique in marketing and is a group interview. The sizes for
the group can vary accordingly from eight to twelve people. In Health Care management, focus
groups are best for providing discussion on important issues or in evaluating patient satisfaction.
Many healthcare organizations make use of focus groups to know their strengths and weaknesses
from the view points of the patients.
Brainstorming in brainstorming sittings or sessions, healthcare managers call together or assemble
a group of applicable people like medical professionals and medical providers so as to know the
problems or emerging issues evaluate impacts or think for other strategic alternatives. At the time of
brainstorming sessions, each individual from the group present their concepts and notions following
with a short explanations such that the problems could be addressed. During these sessions,
HealthCare managers are needed to provide new ideas so as to meet new challenge. These sessions
are helpful for the hospitals as the changes in public policy and medical technology poses new threats
and challenges to the healthcare management (Bailey & Hennink, 2011).
Expert insight According to W.J Duncan and Peter Ginter, brainstorming and nominal group
techniques are the effective decision making tools for the HealthCare management. With these
techniques healthcare managers are able to know the demand and applicability of the new proposed
HMO.
Delphi it is an effective and popular technique to evaluate qualitative data for the issues which is in
relation to the environment in which healthcare organizations works or operates. Under the method of
Delphi, healthcare mangers end to seek opinions of professionals on a specific issue. After assessing
and collecting the opinions of the professionals, mangers evaluate them and the send further to the
experts for their expertise judgments and opinions. By this way, synthesis of opinions generates
(Bailey & Hennink, 2011).
Research ethics
Ethics in research can be considered to be the vital matter. These can be evaluated by the difference
between its acceptability and unacceptability. The key or the most significant ethical issue is the
safeguard of data or information obtained from the patient, which is both personal and private.
Initially, medical records of patients were available to everybody and anybody but now it is no more
obtainable. Nowadays, majority of the healthcare organizations keep the records of patients
confidential and safe. An ethical worry of many healthcare professionals, nurses and doctors is to
shield themselves from the hazard of obtaining communicable sickness from the patients, particularly
if the patient past record is not available for some or any other reason. Even though, healthcare
experts have all the rights to secure themselves from the a range of viruses which might be conveyed
to them by the patients, yet, simultaneously they are responsible for not showing these protective
measure to the patients which might cause them uncomfortably for the patients. Besides, marketing of
the healthcare organizations is important to create awareness about its existence and services which it
is offering. Precision should be followed such that hospitals and healthcare organizations follow
certain rules and ethics (Berg, 2012).
To take care of ethical issues by Sanjivani- The Life Hospital, the staff and authorities of the hospital
should be certain about the information which they are going to provide while advertising their
organization. The information and data so provided should not be false and have accuracy in it. Whilst
marketing their healthcare management in the organization, Sanjivani- The Life should take care that
they are not forcing people for adopting their services or they are not making use of any harmful tools
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of marketing. The main purpose of the marketing should be the health of the patient; this objective
should be the main tool for marketing. Profit isvital but should not be the basic principle for the
organization. The present issue in healthcare research is concerned with the fact that medical research
is now only related to developing countries and low income groups. Earlier it was carried in the
developed countries. The main purpose of this shift is the rapidness and ease with which healthcare
organizations have to spend less money that are needed for running trials in such countries. Even the
application of ethical regulations and rules are much less in these countries. It is easy to have
participation from the members for trials in low income countries as poor people are in favour of
accepting such proposals by the rich medical and HealthCare organizations such as Sanjivani- The
Life. The underlying problem in such case is providing information to the participants regarding the
research study, effects of the drugs and the kind of medicines they are using which is important to
know for carrying out the trials. Another ethical issue is the low quality care is shown to low income
countries.
Conclusion:
Modernism in medical services and application of the best obtainable medical knowledge tends to
solve the problems and concerns of individual patients. as well as provide huge potential in assisting
the patients and the overall healthcare system. The development of policies and procedures in
Sanjivani- The Life Hospital had been able to decrease the premature deathrate and enhanced the
quality life of the patients. Also, healthcare management is cost effective and seeks greater profit for
the very hospital. HealthCare management also consist the financial growth and feasibility of the
Sanjivani- The Life Hospital. The importance of healthcare organization can be realized only when
the hospital is fully staffed with professionals and healthcare managers and is financially sound to
invest in the advanced equipment. A basic concept behind the role of healthcare management is to
provide affordable healthcare services to an average person. If in a community many people are
unable to pay the fees for the laboratory or for prescribed drugs, then there is inadequate access to the
healthcare services. Therefore, if people are unable to have adequate access for the medical services
then there is not proper application of healthcare management (Kelley, 2007). Sanjivani- The Life
hospital has adequately practiced preventive medicine has realized in lessening of premature death,
accidental death, preventable death and infections that are being acquired within the hospital.
Healthcare management implements policies and procedures which are specifically designed for the
improvement in the quality health of patients which it serves. Sanjivani- The Life hospital is being
very effective in financial aspect due to which it is able to adopt quality healthcare management in
their organization. No organization is able to spend or adapt healthcare management in their system
until it is not earning well enough. The outcomes of better healthcare standards cannot be enhanced
until it has not effectively implement the healthcare management. Due to this, there are better
outcomes from the expected patients and favourable healthcare standards (Gapenski, 2007).






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Time Scale
Key Activities Time Scale
Project Proposal Submission June 2014
Introduction, Aim & Objectives June 2014
Literature Review July First Week, 2014
Reviewing Statistical Method July Last Week , 2014
Formulating Questionnaire August ,2014
Collection of Data & Analysing
Data
September,2014
Conclusion & Recommendation September,2014

Works Cited
Bailey, A. & Hennink, M., 2011. Qualitative Research Methods. London: Sage Publication.
Balvanes, M. & Caputi, P., 2001. Introduction to Quantitative Research Methods. s.l.:Sage
Publications.
Berg, B., 2012. Qualitative Research Methods for the Social Science. 7th ed. Long Beach: Allyn 8c
Bacon.
Dunn, R., 2007. Haimmen's Health Care Management, Unites States of America: Library of Congress
Cataloging- in Publication Data.
Gapenski, L. C., 2007. Understanding Healthcare Financial Management. 4th Sub Edition ed. London:
Health Administration Pr.
Hawrtwig, F., 1979. Exploratory Data Analysis. s.l.:Sage Publication.
Jeff Anderson Consulting, 2011. Interviewing and Research Methods. [Online]
Available at: http://www.jeffandersonconsulting.com
[Accessed 24 May 2014].
Kelley, D., 2007. Applying Quality Management in Healthcare, America: Library Of Congress
Cataloging.
Key, J., 2012. DESCRIPTIVE RESEARCH. [Online]
Available at: http://www.okstate.edu/ag/agedcm4h/academic/aged5980a/5980/newpage110.htm
[Accessed 23 May 2014].
KING, G. & VERBA, S., 2004. The Importance of Research Design. In: Rethinking Social Inquiry.
s.l.:Rowman & Little Field Publishers.
Mariam, S., 2009. Qualitative Management. San Francisco: John Wiley & Sons.
Mclaughinm, 2008. Health Operation Management In America. pp. 34-45.
My Market Research Method, 2011. Primary vs. Secondary Market Research: Whats the Difference?.
[Online]
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Available at: http://www.mymarketresearchmethods.com/primary-secondary-market-research-
difference/
[Accessed 25 May 2014].
Schemerhom, J., 2007. Health Care Management. Inc ed. United States: John Wiley & Sons.
Shortell, S. M., 2007. Investing in E health. s.l.:s.n.
Yin, K., 2009. Case Study Research. Unites States of America: Sage Publication .