MBA Project Hospital

GIFT Business School
Executive Summary
Hospital is the idea that highlights the importance of health. It is the place where
human beings can get solution of their body complexities. The core objective of such
institution is primarily to serve human kind. Hospital acts as a life saving entity and takes
action to cure the people from the diseases. Pakistan has become the seventh most
populous country in the world due to its increasing population estimated as 85 million to
149 million from 1981 to 2005. This increasing growth rate has posed a great challenge
to the existing infrastructure for basic facilities in the country. Several factors such as an
exploding population, increased awareness and the increase in pollution owing to the
spread of industrialization; act in unison and contribute to the rise in the demand for
public health care.
Pakistan is at the top of infant mortality rate in Asia with 7 % infant mortality rate
whereas, 9.9% mortality rate of the children under the age of 5. Pakistan has entered in
the World Health Organizations Millennium Development goals (MDG) 2015 for the
developed and under developing countries. According to MDGs infant mortality and
mortality under the age of 5 is declining with 2% per annum, by providing them the
facility of immunization in the ignored areas.
According to our calculation 20,297 kids will die in the year 2008, which is a great loss
for our nation, eventually it is as we have lost very precious gems that could be one of
our very bright future leaders. Although well be generating profits, moreover we are
more inclined towards the healthcare of the society.
Our Punjab Child Care Hospital is basically established while keeping all the above
factors into the consideration with the ultimate goal of achieve our objective, (1) motive
to operate for profitability (2) benefit the society with the dedicated efforts and to serve
the humanity with aspiring to the individual needs efficiently.
Punjab Child Care
Step into a healthy future
Page 1

The trend of the health care industry shows a rapid growth with the rate of 15% per
annum, with showing the cyclic pattern of seasonal diseases. It is observed that the peak
season of diseases is summer. It has been seen that Acute Respiratory is the disease with
the highest percentage followed by Diarrhea with 6.9%. Fever (Clinical Malaria) with
6.8%.
We are into niche marketing, with a focused business strategy. Our target is to serve the
child care segment of the health care industry. We are providing our customer with the
best and dedicated services that is to be served as a competitive edge. Our marketing mix
is a blend of 7Ps that is designed after conducting a thorough marketing research.
The operational plan is designed in a way that no patient would wait for more than 30
minutes. The facility layout portrays that we provide maximum benefits to our customers.
The inventory management has been done with the aid of the statistical applications.
CHILD CARE is a professionally managed unit, equipped with a team of skilled and
dedicated doctors and paramedical staff. All the staff members would have CHILD
CARE, BADGES that would have their names, their position and blood group. . We
select all the staff through select test and interviews. We make HR policies for the check
and balance of our services. We develop training and development program for the sake
of giving treatment to our patient thought latest technology and develop compensation
program to retain our employees.
The financial plan comprise of all the financial statements that shows that with the
investment of 50million we would be earning a profit of 6 million. In the first three years
the profitability shows an increasing trend, but after the 3years profitability shows a
decreasing trend. Payback period is 2.1 years.
Punjab Child Care
Page 2
Vision Statement
To
be well recognized as a leading child health
care centre in Punjab that takes into account the

wellness of the whole community and
continuously innovate to find the ways to delight
the whole community.
Our prominent patient care with reliable services in the central Punjab would be the
ultimate choice for all of the customers. We want to be the leader in health care
specialized in child care with the cost effective services and to improve the health status
for the overall community.
Punjab Child Care
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Mission Statement
We provide you with the best and reliable services accommodated with
personal care and by paying unrelenting attention to clinical excellence
with our dedicated staff committed to assure the best healthcare for those
we serve. We maintain a high standard and continue to work for
improvement by recruiting and retaining the unsurpassed staff,
physicians and volunteers.
To work and serve with the latest and updated surgical equipments that
will help us to serve our customers more efficiently and effectively
leading to more sound results.
We would like to grow as an entity, which would continuously strive to
provide the best child treatment in order to give a rise to a healthy
community.
We are a medical institution dedicated to providing quality childcare
with due consideration to patient safety and an unparalleled passion and
commitment to assure the very best healthcare for those we serve.
Punjab Child Care
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Value Statement
People: Care for people is our first and the foremost priority. We respect each
person as a member of the hospital community. Safeguarded by recognizing
every life as a gift from God, so each individual is inherently valued.
Service Excellence: Commitment to our standards of service excellence is our

belief and we are dedicated to exceed the expectations to those we serve.
Responsibility: We accept personal accountability for the work we do and are

continuously striving to overcome where there is a room for improvement.
Quality: We consistently strive to provide the highest quality, safe patient care
through our total quality management.
Communication: We promote open communication that fosters partnership

and enhances timely, effective and appropriate responses.
Innovation: We are committed to a supportive environment that encourages

new ideas and creativity.
Integrity: Honesty, fairness and self-scrutiny in everything we do, as the

ideal means to protect overall safety, as well as assure confidentiality and
privacy.
Punjab Child Care
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Introduction
Britannica Encyclopedia (2008) defines a hospital as an institution for diagnosis and

treatment of sick and injured, providing housing during treatment, examining patients and
managing child birth. Hospital may be public & private. The public hospital
(Government-Owned) means a hospital which is owned and controlled by the
Government. A private hospital is any other hospital besides Government hospital.
Hospital is the idea that highlights the importance of health. It is the place where
human beings can get solution of their body complexities. The core objective of such
institution is primarily to serve human kind. In the modern days, the importance of
hospital has been increased due to many new factors. Public sector hospitals are
confronted with over whelming pressure due to lack of sufficient infra structure and
increase in number of patients. Therefore this leads to an increase in demand for private
hospitals. The popularity of the private hospitals is increasing because of the factors like
the introduction of the latest technology, hygienic environment and professional staff
attitude thereby these factors has made a highly constructive contribution in the private
sector hospitals. Relying on the factors like constrained public sector health system,
growing population, introduction of new and modern medical facilities technologies and
increased healthcare awareness in the country made the private sector lucrative business
opportunity for investment.
Punjab Child Care
Page 6
Business Model
Brand Name:
PUNJAB CHILD CARE
Brand Logo:
Logo:
The logo of our hospital Punjab Child Care is a very creative image that embodies the
in sync of two souls that is a mother and a child. One single image portrays the reflection
of a child and a mother when viewed from two different angles. This shows that a child
solely is not existent without a mother. So our hospital is a caring unit that really
CARES not only for children but also for mothers as healthy mothers gives a life to a
healthy child. So mothers would be given advises side by side for the nutritious life of
their children as healthy children leads to a healthy generation next.
Slogan:
Our slogan would be Step into a healthy future. This actually focus that we guarantee a
healthy and a quality treatment, so we promise to deliver the best services to those we
serve. So, once you step into our caring unit we will endeavor all our efforts to make you
healthy and strong.
Punjab Child Care
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Brand Description:
The selected brand name is Punjab Child Care. The brand name is carefully selected on
the following criteria.
Meaningfulness
It conveys out a certain meaning that is very relevant and meaningful. As we are
located in Punjab and we desire to be on of the most caring hospital for the children
so we selected a name that gives out a true and apparent meaning to what were are
aim for. Thus the name itself is self explanatory.
Memorable
As the name of the hospital is very easy and simple thus it is very easy to remember.
Likeability
The name of the hospital has high likeability because it implies as a caring unit that
ultimately gives out an impression of individualized child care which people can
associate it with better treatment.
Adaptable
It is highly adaptable because of its simplicity and apparent brand name. As the name
of the hospital has no cultural controversy associated with it and is easily extendable.
Industry:
Child Care Industry
Location:
Punjab Child Care Hospital, Near Friends Hospital,

2-KM from Aziz Cross, G.T Road, Gujranwala.
Contact:
Fax: 055-4103232
Tel: 055-4203232
Cell: 0300-4403232
Email: pcch@gmail.com
Punjab Child Care
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Opportunity Rationale
The health condition of Pakistan is generally poor. But with the passage of time & Govt.
sympathetic views gave it strength and there are many improvements take place from last
2 decades. According to NIPS report the population of Pakistan is almost 1.6 billion in
2006. For this huge population there are only 13937 hospitals. The registered doctors are
1, 27,895.
Child health care trend 2004-06 shows that 99 children out of every thousand die before
reaching their fifth birthday, 70 infants out of every thousand die before their first
birthday (PIDE working papers, 2007). With the Govt. Expanded Program on
Immunization (launched in 1978) and other Child health care programs there is a decline
in the morality rates and other diseases faced by infants during their first five years, like
in 2007, 6.061 million children of 0-11 months, 5.83 million children of 12-23 months
and 7.03 million pregnant ladies were targeted for programs. (PSLM, page 186)
However, 82% children of 0-11 months, 85% children of 12-23 months and 47% of
mothers were immunized. Common diseases for immunization of children are
tuberculosis, diphtheria, pertussis (Whooping cough), tetanus, polio and measles.
Childhood diarrhea is the serious problem in Pakistan because the over all percentage is
16 which are suffered by this disease during their first 30 days of life in 2004-2005
(PSLM, page 64).
One of the Goal of National Maternal Neonatal and Child Health (MNCH) programs of
Govt. of Pakistan is to reduce the maternal, child health and illness by improving their
status. The table # 11.1 of Economic Survey of Pak 2007-08 shows the increasing trend
in hospital, doctors and maternity & Child health care center year wise. This shows a very
positive change. Govt. spending on health sectors promotes many others groups to work
on this sector. Many private companies and NGOs have done their work on it. If there is
any positive change it does not mean there is no need for further improvements.
Punjab Child Care
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The decline in the morality, immunizations diseases and maternal rate shows there is still
need to establish such hospitals so that there is further decline in the morality, maternal
and immunization diseases.
Pakistan is at the top of infant mortality and mortality under the age of 5years in the
region of South Asia. Pathetic situation for Pakistan, because the economy of Pakistan is
far better than most of the countries like Bangladesh, Nepal and etc. 70 infants out of
1000 infants die every year, and 99 kids out of 1000 die every year. ( Pakistan Millennium
Development Goal 2005).
Punjab Child Care
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Category
2008
2009
2010
2011
2012
2013
2014
2015
Population* (Millions)
Increase 1.9%** per annum (Thousands)
Infant Mortality 2015 (70^ per 1000) (MDGs)
Millennium Development Goals (MDGs) 2015 (Thousands)
164.00
3,058
0.06
183.48
167.12
3,116
0.058
180.73
170.30
3,175
0.056
177.82
173.53
3,236
0.054
174.72
176.83
3,297
0.052
171.45
180.19
3,360
0.05
167.99
183.61
3,424
0.048
164.33
187.10
3,489
0.046
160.48
70587.29
71928.45
73295.09
74687.7
76106.76
77552.79
79026.29
80527.7
Population under the age of 5 (calculated by 15/5)

Mortality under the age of 5 (99^ per 1000)
Millennium Development Goals 2015 (Thousands)
23529
0.087
2047.03
23976
0.083
1990.02
24432
0.079
1930.10
24896
0.075
1867.19
25369
0.071
1801.19
25851
0.067
1732.01
26342
0.063
1659.55
26843
0.059
1583.71
Expected Mortality ever Year (Thousands)
2230.51
2170.75
2107.92
2041.92
1972.64
1900.00
1823.88
1744.19
Punjab Population^^ (Thousands)

Punjab Population (weight age) 55% of Pakistan
Child Mortality in Punjab (Thousands) MDGs
90856.59
92582.86
94341.94
96134.43
97960.99
99822.25
101718.9
103651.
1226.78
1193.91
1159.36
1123.05
1084.95
1045.00
1003.14
959.30
Gujranwala Population^^^ (Thousands)

Gujranwala Population (weight age) 1.7% of Pakistan
Child Mortality in Gujranwala (Thousands) MDGs
Child Mortality in Gujranwala MDGs
1523.28
1552.22
1581.71
1611.76
1642.39
1673.59
1705.39
1737.79
20.86
20855
20.30
20297
19.71
19709
19.09
19092
18.44
18444
17.76
17765
17.05
17053
16.31
16308
Population under the age of 15 (43.4%*** of the Whole)

(Thousands)
*World Health Organization (2008)

**National Institute of Population Studies (2006) ***Census Report of Pakistan 1998, Pakistan Census Organization, GoP
^Pakistan Millennium Development Goal Rate 2005
^^Bearue of Statistics, Planning and Development Department, Government of Punjab, Lahore
^^^Punjab in Figures 2007, Bearue of Statistics Planning and Development Department, Government of Punjab, Lahore
Punjab Child Care
Page 11

According to Bearue of Statistics Planning and Development Department,
Government of Punjab, Lahore (2007), Population of the Gujranwala is 1.7% of the
whole population of Pakistan, well divide the mortality of the Punjab with the 1.7% to
obtain contribution of the Gujranwala. The total child mortality in the Gujranwala in the
year 2008 is 20,855 kids. Such a big opportunity for the child specialize hospital.
If still 20,855 kids will die in the year of 2008, it means there is a huge gap into the
demand and supply in the child care industry. This is due to the lack of child care
hospitals into the Gujranwala, although there are many of clinics, and other general
hospitals which are working for child care but there is another fact which is these
hospitals are in a cluster in the Gujranwala, Accessibility is another issue for the people
of Gujranwala. There is not any child specialize hospital in the northern region of
Gujranwala.
Punjab Child Care
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Industry Analysis
A comprehensive analysis of hospital industry has done. Many of the management
models are applied to determine specific kind of industry trends that would help us in the
formulation of our business strategies. The industry analysis is comprised of PEST
analysis, Porter Diamond Model, Value Chain Analysis, Porter Five Forces Analysis, and
Competitors Analysis.
PEST Analysis
Political Conditions:
Political condition of Pakistan always remains unstable. In every era it seems very
complex due to dishonesty, corruption and instability. Pakistan is still facing a lot of
problems with respect to politics. It is true that every Govt. during its time set best
policies, regulations and subsidies for every sector especially to health. And from 1990 to
onwards major changes take place in health sector. Every Government is fully aware of
the challenges of communicable vs non-communicable diseases and other structural
problem in the health sector. The Ministry of Health and the provincial departments are
already engaged in bringing improvements in health sector through better provision of
health facilities, improvement in infrastructure and human resource, and implementation
of various health programs. But still health conditions are poor overall. However political
analysis of health sector is given below.
Health care issues were always taken into the consideration by the Govt. of
Pakistan; the expenditure on health has increased 17.2 billion in 2001-02 to 39.2
billion in 2005-06, with a highest jump of Rs. 7.8 billion 2005-06. (Economic
Survey of Pakistan, 2005-06)
With the sympathetic view Total Expenditure on health has increased from 50
billion to 60 billion rupees of which Rs. 27 billion have been allocated for
development expenditure, while 33 billon for current expenditure.(Economic
Survey of Pakistan, 2007-08)
Punjab Child Care
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Health expenditure during FY-07 increased by 35.6% to Rs. 53 billion out of this
53 billion largest increased was observed in Punjab which is 53.3%. (PSLM
Report, 2006-07)
Provincial governments have focused on restructuring the mode of primary

healthcare delivery by revitalizing BHUs and RHCs. Punjab is currently
operational in 23 districts. (PSLM, 2006-07)
Throughout the country, the vast network of health care facilities include 945
hospitals, 5349 BHUs and Sub- Health Centers , 562 RHCs, 4755 Dispensaries,
903 MCH Centers and 290 TB Centers. These healthcare facilities show an
improvement over the previous year. (Economic Survey of Pakistan, 2007-08)
The Ministry of Health has been implementing a Health Management Information

System (HMIS). The objectives of the HMIS are to improve coverage and quality
of care for priority health interventions
Pakistan has an extensive public health infrastructure, which consist of a network

of more than 12,000 first level heath care facilities and a range of disease-specific
vertical public health programs.
o The National Program for Family Planning and Primary Health Care
o The Expanded Program for Immunization
o The National HIV/AIDS Control Program
o The National Tuberculosis Control Program
o The National Malaria Control Program
Punjab Child Care
Page 14
o The National Nutrition Program

Newly launched program in the public sector (2005-08)
o National Neonatal, Maternal and Child Health Program
o The National Program for Prevention and Control of Blindness
o National Program for the Prevention and Control of Hepatitis
(Economic Survey of Pakistan, 2007-08)
Economic condition of Pakistan:

Pakistan has been in the grip of economic crisis since its creation. With exemption of a
few prosperous years, the general economic condition of the people remained pressed
all through the last 50 years. It is a bitter reality that the countrys does not seem to
comprehend the economic problem, what to talk of solving it. The situation is that of
total stagnation and recession. However, an overview of Pakistans economy is given
below that the shows the economic condition of health.
The economy of Pakistan has grown on an average of 7.5 percent over the
period 2003-07, whereas during the last year 2006-07 a growth rate of 7
percent has been achieved. (Economic Survey of Pakistan, 2007-08)
In spite of these extraordinary developments Pakistans economy posted a

robust growth of 5.8 percent in 2007-08, as against 6.8 percent last year and
this years target of 7.2 percent. (Economic Survey of Pakistan, 2007-08)
According to Economic Survey of Pakistan (2005-06), Pakistan is spending

0.75 percent of GDP on health care services.
Punjab Child Care
Page 15
Health expenditures in absolute terms have more than doubled during the last
seven years; from Rs. 25 billion in 2001-02 to Rs. 60 billion in 2007-08.
(Economic Survey of Pakistan, 2007-08)
However, health expenditure as a percentage of GDP does not present a

satisfactory picture as it has remained stagnant at almost 0.6 percent during the
entire period of 2001-02 till 2007-08. (Economic Survey of Pakistan, 2007-08)
The registered medical and paramedical personnel and expenditure on health,

which are publishes every year by the health ministry & planning and
development division of Pakistan, shows the yearly increment in the range of
doctors, nurses, lady health workers, mid wives and development and non
development expenditures. (Economic Survey of Pakistan, 2007-08)
According to this Health ministry of Pakistans report, in year 2007 number of

registered doctors are 127, 859, nurses are 62, 591, while expenditures on
development and non development programs are millions Rs. 272280.00 & Rs.
32670.00 respectively.
Pakistans health care system is inadequate, inefficient, and expensive; and

comprises an under-funded and inefficient public sector along with a mixed,
expensive and unregulated private sector.(PIDE, Working Papers 32, 2005-06)
These poor conditions in the health sector may be attributed to a number of

factors like poverty, malnutrition, unequal access to health facilities,
inadequate allocation for health, and high population growth and infant
mortality. (PSLM Report, 2006-07)
The poor in Pakistan is not only deprived of financial resources but also lack
access to secondary and tertiary health care services. (PSLM Report, 2006-07)
Punjab Child Care
Page 16
Public expenditures in General Hospitals and Clinics sub-sector of health are

regressive in most of the regions in Pakistan.
The share of lower participation in term of amounts (rupees) in the Hospitals

and Clinics expenditures is only 7 percent while it is 36 percent for the higher
quintile in Pakistan over all. (PSLM Report, 2007-08)
Social Condition of Pakistan:

It is true that overall condition of Pakistan unfortunately deprived. In every field of its
success it faces a lot of problems since its birth. Its all sides political, economical,
social and technological go down day by day. However in all eras every Govt. tried
their best with techniques, policies and rules to done some thing better for their
country but they are all vain at all. And in their failure major participation is in hand of
political uncertainty and corruption. A harmful social condition can be identified as a
certain deadly factor in a society evoking distress and uncertainty. This damaging
social condition becomes a social problem when a number of competing needs stay
behind for long. Any country and its habitants have required for basic needs such as
food, shelter and education that need to be fulfilled and in case they are not satisfied
they become social dilemma.
Today Pakistan is facing child labor, poverty, illiteracy, population growth,

diseases, terrorism, smuggling, drug abuse, discrimination of gender, and deviant
behavior as its social problems.(Economic Survey of Pakistan, 2007-08)
Good Health not only valued for its own but also raises the human capital of a
country because it positively contributes to the economical and social
development. (Economic Survey of Pakistan, 2007-08)
Along side the intrinsic importance of health in social, economical and human
development and as a dimension of welfare, poor health can directly influence an
individuals opportunities, his/her earning capacities and participation in
community activities.
Punjab Child Care
Page 17
This important function of health implies that inequalities in health often translate
into inequalities in other dimensions of welfare.
The Government health strategy focuses on young children and their mothers,
particularly in rural areas.
One of the most critical needs addressed by Government is to improve womens

access to government health care. The Governments strategy for primary health
includes:
o Improving the efficiency and utilization of basic health care services, both
preventive and curative
o Improving programs design by paying more attention to quality
o Increasing access to health care by constructing more facilities
(PSLM Report, 2007-08)
61.2% of Pakistanis are illiterate (Pakistan Social & living Measurement Survey
Report, 2007-08). Literacy and primary school enrolment rates in Pakistan have
shown improvement during last five years but they are still low compared with
the countries of the region. (PSLM Report, 2007-08)
A number of studies of the education system in Pakistan have revealed that the
quality of education being provided by government primary schools is poor, with
many schools lacking adequate teachers and resources. (PSLM Report, 2007-08)
Basic objective of Govt. Educational Programs is to expand and improve the

quality of publicly provided primary education.
The PRSP strategy for the sector includes, improving the functioning, utilization
of existing schools, improving the quality of education, increase enrolment,
improving access to education and expanding the primary education system.
Punjab Child Care
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Most of the households in rural Pakistan do not have access to adequate potable
water. Many also lack toilets and adequate sanitation systems. (PSLM Report,
2007-08)
The Government aims to expand access to clean drinking water and to improve
sanitation particularly in rural areas. (PSLM Report, 2007-08)
The main Government strategy in rural water supply is to improve the

performance and operation of local water supply systems by promoting
community responsibility for the management and maintenance of systems.
To improve sanitation in rural areas, the government is promoting the construction

of household latrines, the construction of open surface drains with street
pavements and providing hygiene education.
Technological Factors:
Technology plays an important role in every economy. In Pakistan technology plays an
important role. Many labs, research centers are designed for better care and protection of
patients. With the help of New and innovative technology the possibility of many
diseases are overcome. Many seminars and research surveys are designed to promote
betterment in health field. Pakistan Minister of Health Inaugurates OIC COMSTECH
International Workshop on Nan medicine. The weeklong international workshop on Nan
medicine organized by Organization of Islamic Conference Standing Committee on
Scientific and Technological Cooperation (COMSTECH) has been launched at
Islamabad,Pakistan.
Punjab Child Care
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Diamond Model
Diamond model shows the industry structure its attractiveness, rivalry, supporting, factors
and strength in economy. It also shows the nations competitiveness in global world.
Hospital industry in Pakistan shows the growing aspect. From every year there is an
increment in number of doctors, hospitals, paramedical staff, nurses, laboratories, and
clinics but there is still need to perform better in health field (Economic survey 2006-07).
Demand Condition:
The demand for hospital in Pakistan is still increasing. There are many reasons for it like
Govt. spending in health sector, grant from health NGOs and investment in health sector
from private investors. The need of hospitals in all over Pakistan is high because
mortality rate under age of five is 99 out of every thousand, Also infant mortality rate is
more than 70 out of every 1000 (Human Development Report, 2008). According to
Pakistan Millennium Development Goals Report 2006 one of the major challenges faced
by Govt. is to reduce the Child mortality rate.
The immunization of children against 6 diseases (tuberculosis, diphtheria, whooping
cough, tetanus, polio and measles) is most cost effective and health intervention reduce
under five mortality rate, it also shows positive change in the reduction of mortality rate.
But there is still room for improvement, because this report shows only achievement of
77% result while we need minimum 95%. From MDG report Govt. target that the infant
mortality rate in 2015 remain only 40 per one thousand while under five year mortality
rate is only 52 per one thousand.
Punjab Child Care
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Sr.# Health
Cases Under 5
Total
Problem(Priority
Cases 5
Disease)
%
Under 1
1-4
Total < 5
of
total
& Over
&
Cases
NC < 5
of
total
NC
101
Diarrhea
180062
329221
509283
16.8%
576957
17949
6.9%
102
103
577769
Dysentery
Acute Respiratory 245585
131514
189283
6.2%
347619
1086240
3.4%
555438
801023
26.4%
244040406
535902
20.6%
104
Infections
Fever
(Clinical 56257
164255
220512
7.3%
843109
3241429
6.8%
105
Malaria)
Cough More than 5075
11080
16155
0.5%
1158258
1063621
0.8%
106
2 weeks
Suspected
30
72
102
0.0%
541
131413
0.0%
107
Cholera
Suspected
18
63
81
0.0%
139
643
0.0%
108
Meningitis
Poliomyelitis
27
68
95
0.0%
100
220
0.0%
109
Measles
177
372
549
0.0%
384
195
0.0%
110
Neonatal Tetanus
32
32
0.0%
933
0.0%
111
112
Diphtheria
Whooping Cough
40
53
93
0.0%
45
32
0.0%
72
235
307
0.0%
547
138
0.0%
113
114
Golter
Suspected
180
189
0.0%
2585
854
0.0%
890
1409
0.0%
7251
2774
0.1%
0.0%
68
8660
0.0%
79
92
0.0%
2581
74
0.0%
1569
1725
0.1%
16224
2673
0.1%
Meningococcal
Viral 519
Hepatitis
0
115
Suspected Aids
116
Snake bite with 13

signs of poisoning
117
Dog Bite
156
Punjab Child Care
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118
Scabies
32552
100104
132656
4.4%
458390
591046
3.8%
578393
1295199
1873592
61.7%
4812204
6685796
42.5%
TOTALS
(Priority
Diseases)
TOTAL New cases (All
Diseases)
989621
2044538
3034159
12686941
15721100
Source: Health Management Information System, Health Division, 2005-06
Above mention table explains top eighteen diseases faced by kids in Pakistan. According
to this table total numbers of cases of Diarrhea for age under 5 are 509283 which are
16.8% of total cases while cases for above 5 are 17949 which are 6.9% of total cases.
Dysentery cases totally for below are 189283 that are 6.2% of total cases faced by kids
while above 5 age number of cases are1086240 that are 3.4% of total cases. Acute
Respiratory Infections for age below 5 are 801023 and they are 26.4% of total, while age
5 above 535902 that are 20.6%. Fever (Clinical Malaria) cases for above 5 age are
220512 which are 7.3% of total however for below age 5 cases are 3241429 that are 6.8%
of total. Cough More than 2 weeks are 16155 contribute only 0.5% in total, however for
age more than 5 cases are 1063621 contributing 0.8% in total. Suspected Cholera for age
below 5 cases are 102 participating nothing 0.0% while for age more than 5 are131413
but their contribution also 0.0%. Suspected Meningococcal Meningitis cases for more
than 5 are 81 for less than 5 year age cases are 643. Poliomyelitis cases for age less than 5
year are 95 while more than 5 year age problem cases are 220. Measles cases of less than
5 year age are 549 contributing 0.0% however cases for more than 5 years are 195
percentages in total cases are also 0.0%.
Neonatal Tetanus cases for less than 5 year ages are 32 no more participation in total
number of diseases 0.0% while 933 are cases for more than 5 years age children
contributing 0.0% in total disease percentages. Diphtheria total cases for less than 5 year
age kids are 93 while for more than 5 year age these are 32 & contribution is 0.0%.
Whooping cough cases for less than 5 year age kids are 307 while for above 5 years age
Punjab Child Care
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cases are 138 both cases contributing nothing in whole percentages means 0.0%. Golter
cases are 189 for less than 5 year age kids, 0.0% of total participation in cases, while 854
are cases above 5 years kids and it is 0.0% of total contribution. Suspected Viral Hepatitis
cases for less than 5 years age kids are 1409 contributing 0.0% in total number of cases
however for above 5 years kids cases are 2774 while their participation in total number of
diseased cases are 0.1%
Suspected Aids cases for below 5 year age are 6 contributing nothing 0.0%, for than 5
years age cases are 8660 contributing 0.0% in total. Snake bite with signs of poisoning
cases for above 5 years kids are 92 and their participation is 0.0%, cases for more than 5
years are 74 but they are also 0.0% of total percentage. Dog Bite for above 5 years kids
are 1725 contributing 0.1% in total number of cases but for kids more than 5 years age
cases are 2673 and they are 0.1% of total cases. Scabies cases for below 5 age are 132656
and they are 4.4% of total cases for above 5 years age cases are 591046 and they are
3.8% of total cases for above 5 years age. Above mention whole diseases totally cases for
below 5 years age kids are 1873592 and they contribute 61.7% of total diseases faced by
kids in Pakistan. However cases for above 5 years age are 6685796 and their participation
is 42.5% in total number of cases.
Factors Condition:
Factor condition of Porters diamond model shows the skill labor and other related
factors. Related to health sector of Pakistan the factor conditions do not sufficient. Factor
condition includes doctors, nurses, clinics, paramedical staff and pharmacy stores.
In 2005 there were 118, 098 registered doctors available while this quantity increased to
123, 125 in 2006 while in 2007 there were 127, 859 MBBS registered doctors. Numbers
of nurses were 51,270, 57,646 and 62,651 in 2005, 2006 and 2007 respectively (Pakistan
Medical and Dental Council PMDC and Pakistan Nursing Council PNC, Islamabad). The
quantity of paramedics were targeted to 5500 while there was 89% of achievement which
shows that there are 4900 paramedics only in 2007-08 (Planning and Development
Division Report, 07-08). The number of dispensaries were 4,755, Maternity and child
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Health Care centers were 903 and population per bed was 1,517 in 2007 while they were
4,712, 906 and 1508 in 2006 (Ministry of Health, National Medical and Health
Establishment).
Govt. offers its services like it offers 12000 first care heath facilities and range of
diseases specific vertical health programs. Some programs were malaria control scheme,
non-communicable diseases, HIV/AIDS and hepatitis
Hospital is a capital intensive project, once the required infrastructure is developed; the
management focus should shift to maintain its repute, provide quality services and
engaged reputed consultants to attract patients. The involvement of huge investment is
also considered as the entry barrier in hospital industry, once the technology is purchased
then there is a maintenance cost as well and to cover all the costs we need less number of
customers with high purchasing power or vice versa.
The formation of the private hospital type and public hospital type varies, as for the
establishment of a private hospital comprises of the investment usually from a group of
doctors and the involvement of the third party is normally lacking. As seen for the public
sector hospital the investment primarily comes from the government spending.
Supporting industry
Surgical Industry:
For hospital industry surgical tools and instruments plays an important role. For this
purpose Pakistan has its reputed name in all over the world. Sialkot city has its own name
not only in sports but also in manufacturing of surgical instruments and tools. Initially
this industry started manufacturing from very basic level than with the passage of time it
picked growth and now 95% of its instruments are exported to other countries. Instrument
sector is considered as a sub-sector of light engineering and contributes 70% of total
export of this sector. Pakistan & world export facts shows increasing parallel trend in all
over the world regarding surgical instruments.
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Pharmaceutical companies:
Following are pharmaceutical companies that are operated in Pakistan. This gave strength
to our nation in attaining competitive advantage. Investment from multinational
companies in medicine sector also helpful for hospital industry because medicine and
hospital essential for each other.
1.
Amson Vaccines & Pharma (Pvt) Limited.
2.
Bryon Pharmaceuticals (Pvt) LTD.
3.
Efroze Chemical Industries (Pvt.) Ltd.
4.
Abbott Laboratories Pakistan
5.
Ferozsons Laboratories
6.
Glaxo Smith Kline Pakistan
7.
HIGH-Q PHARMACEUTICALS Highnoon Laboratories
8.
Otsuka Pakistan
9.
Sanofi-Aventis Pakistan
10. Searle Pakistan

11. Wyeth Pakistan
12. Stiefel Pakistan
13. Saia Pharmaceutical (Pvt) Limited.
14. 21st Century Pharmaceuticals Co.
15. A.J. & Company
16. Accurate Medical Supplies
17. Acme Laboratories Pakistan (Pvt) Limited
18. Acti-Med Pharma (Pvt) Limited
19. Adamjee Pharmaceuticals (Pvt) Limited
20. AhnGook Pharma
21. Akhai Pharmaceuticals
22. Akson Co. Pharmaceutical (Pvt) Limited
23. Al-Habib Pharmaceuticals / Al-Habib Corporation
24. Albro Pharmaceuticals
25. Ali Gohar Pharmaceuticals (Pvt) Limited
26. Alina Combine Pakistan (Pvt) Limited / Alina Pharmaceuticals (Pvt) Limited
27. Alkar Pharma (Pvt) Limited
28. Amros Pharmaceuticals
29. Ankaz Pharmex (Pvt) Limited
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30. Askari Pharmaceuticals
31. Atco Laboratories (Pvt) LTD.
32. Aventis Limited
33. Bryon Pharmaceuticals (Pvt) LTD
Retrieved from
"http://en.wikipedia.org/wiki/List_of_Pakistani_pharmaceuticals_companies"
Govt. Programs:
In helping and supporting firms, Govt. and NGOs also play an important role. The grant
from NGOs and subsidy provided by Govt. give strength to our Health sector. Provincial
Govt. focuses on restructuring of primary health delivery modes. Punjab Govt. takes a
lead in this field and is currently operating in 23 districts. Provincial Devolved Social
Services Programs and Punjab Health sector perform very nice job.
Many programs are introduced from last decades like;
National program for planning and Primary Health
Expanded program for immunization
National Malaria Control Program
National Nutrition Program
National Neonatal, Maternal and Child Health program
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Firms Structure, Rivalry Strategy:
The firm structure is distinctive in both the categories of the hospital. As for the public
sector hospital the structure is more inclined towards the bureaucratic element in their
workings that leads to some problems. The problems could be seen as:
Doctors arriving late than the prescribed timings.
The patients face long waiting hours.
People use negative means to attain the desired response as the administration is
poorly managed and very weak in nature.
Very gloomy and poor ambiance.
The unavailability of the staff to guide the patients through the lengthy procedures
of the hospital.
As for the private hospital the structure is somehow a blend of both, mechanistic and
organic approach according to the requirements and nature of the operations. The
administration and management should follow rigid rules and regulations in order to
streamline the processes and procedures that will aid in the smoothness of the operations,
otherwise serious problems can occur that will lead towards customer dissatisfaction. So
to keep all the processes and procedures in flow specific rules are to be followed.
But without flexibility it would still be a major set back because at some places flexibility
becomes a major factor. So, at places which are to be dealt spontaneously need to be
prioritized according to the situation. In compensation plans, weekly schedule for the
staff, etc here the organic approach becomes vital for the working that creates a positive
bond and loyalty between the staff towards the organization.
The rivalry strategies adopted for the public hospital and the private hospital also differs
as the public hospital competes with other hospital on its image, goodwill, and huge
infrastructure. Whereas the private sector hospital competes with other hospitals on the
basis of goodwill and the aim for maximization of the profit with high quality control and
a well furnished environment.
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Value Chain Analysis

Value chain analysis is used to analyze the specific activities through which a firm creates
its competitive advantage. It is also helpful to model the entire firm as chain of value
creating activities. The concept of value chain analysis was given by Michael E. Porter
in his article of Competitive Advantage: Creating and Sustaining Superior
Performance.
With the use of this model we can identify our core activities, and those operations as
which can be outsourced to increase the profitability of our hospital. The value chain
analysis contains primary activities and secondary activities.
Primary Value Chain Activities
Inbound Logistics:
The input for any hospital is ultimately the patients foreseeing the treatment. The patients
are being treated distinctively in a private sector hospital than in a public sector hospital.
The patients have to wait more at public hospital than at a private one, as they charge less
in a public hospital than in a private hospital so a high number of people pour in for the
treatment.
Once the patient is entered in a public sector hospital he has to face several formalities
and has to go through a number of procedures and then finally he is able to see the
desired doctor. However in a private hospital the formalities are less and one does not
have to follow a series of so many formalities to reach to a particular doctor.
The patients have to wait for their turn in a waiting area or a lobby as designed in a
hospital premises. For a public sector the waiting hours can be prolonged on a doctors
discretion. As it has been observed that the doctors even leave in between their prescribed
timings and dont bother much in a public sector hospital. Whereas in a private hospital
the waiting hours are less as everything is well scheduled and managed. Appointments
are dealt at first and the rest is queued and handled appropriately.
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Operations:
Patients enter a hospital for treatment therefore operations act as a major element in any
hospital. But the operations differ in both the sectors. As in the Public sector hospital the
patient is attended and is treated according to the disease but the surgical equipment is not
much updated. Whereas in a Private sector hospital there is a high range of updated
surgical equipments and the patients are attended with more care and commitment. The
patients are leading further for check ups until the proper cure is achieved.
Outbound Logistics:
The patients are admitted till the cure is achieved or till the completion of the treatment as
the paramedical staff in a hospital properly looks after them. Then they are free to be
discharged from the hospital after the desired state has been achieved. It has been
observed that in private hospital the patients are discharged according to under or over
utilization of beds. When these hospitals are under-utilized they tend to discharge the
patients as late as possible and vice versa.
Marketing and Sales:
The image of marketing and sales activities are just for profit making purpose, and image
of hospitals are social, it arises many issues when we talking about marketing of a private
hospital. Most of people normally think that they are
Services:
The services offered are generally differentiated in a private hospital than in a public
hospital. As in a public sector hospital there is a wide variety of services offered but the
services being offered are not high in quality and not much prompt. If the person seeking
a service has any reference available in a hospital he is able to get a prompt service
delivery, or the person bribes the related person to seek the service at first. This is a major
practice being used in a public sector hospital.
As a government sector hospital is huge with high capital investment thus leading to
more defined services that vary in variety according to the needs and requirements of the
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different departments prevailing in it. As there are more departments in a public sector
hospital than in a private one because of the sufficient availability of resources that are
being employed.
Whereas in a Private sector hospital the capital invested is relatively limited than a public
hospital. Therefore the departments would be less in number so would be the services
being offered. But the services would be high in quality as in a private sector hospital
much consideration ad focus is given to each element being engaged in its working. Here
the element of references or bribery somehow lacks to attain the prompt service delivery
or being served at the first place. As people are answerable for any faults being occurred
whereas in a public sector hospital people dont bother much and observe much
responsibilities on their shoulders. Therefore variations occur in both the categories of the
hospital.
Support Activities
Procurement:
The procurement for a hospital is mainly held with the procurement department. This
department primarily deals with acquiring the surgical equipment for the operations or
general check ups. As the medical tests or check ups need specific equipment thus they
are to be purchased by any hospitals procurement department. The procurement
department should have strong contact with the pharmaceutical, surgical and with those
companies which provide hi-tech equipments manufacturers/suppliers.
Technology Development:
The technology plays a vital supporting role for any of the working body. So in a hospital
whether private or public this is a major concern but still the type and mode of the
technology usually differs as where it is being used. The machinery being used for
treatment is thus more sophisticated, and is updated to cope up with the new challenges
of the changing needs of the dynamic environment. Still the records are being maintained
manually and not much attention is given to the development of the technology with the
latest trends of the society.
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Human Resource Management:

Qualified and experienced staff is the real asset of an organization especially in a hospital
almost every thing is based on doctors and their performance. So by a formal human
resource department hospitals are getting not only experienced doctors but also following
the training procedure they make them more efficient toward their services which
hospitals are providing
Firm infrastructure
The private sector hospitals thus fall low in the infrastructure than a public sector hospital
as the private sector has relatively less finance available, with less capital being invested
and less resources being employed than in a public sector hospital. As government
spending is always high when a project is being under taken with rich resources and high
finance is available.
TQM (Total Quality Management) is thus a main concern for a private sector hospital as
private sector hospital cannot survive and compete with a public sector hospital without
continuous improvement. As the charges are relatively high in a private sector hospital,
thus in order to tempt the patients it becomes necessary to make the best use of the
available resources and to remain in the best condition so that people can outweigh the
benefits than the cost they are incurring.
However, in a public sector hospital TQM is taken for granted and overlooked, as things
are remained unnoticed because they idealize that people will still come to them as they
are huge service concern and people look to them and prioritizes them over a private
hospital. The legal requirements for the private hospital are far more than government
hospitals. As the public hospitals are made by government, so they almost fulfill the legal
entities. On the other hand, the private hospitals have to fulfill the legal requirements.
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Porters 5 Forces Model

Porter proposes that some industries are inherently more profitable than others. e.g.
pharmaceutical company is more profitable than hospital industry. But a company can
still earn a lot of profits firm a dull industry. The key is to exploit a competitive
advantage. In any industry, five forces dictate the rule of competition. Together, these
forces determine industry profitability because they directly influence the prices
individual firms can charge, their cost structure and capital investment requirements.
To create and sustain long term profitable relation within industry, a company needs to
create a niche or used porters focus strategy, where cost of capital, investment and
structure is less as compared to profit. Creation of niche helps in strong brand recognition
in the mind of customers and also for strong, profitable and long term relations with
customers. By keeping all above discussion in mind, we are focusing towards child care
hospital by limiting age 10 years maximum. Because this niche fulfill all our require
conditions.
New Entrants:
In this section, to create a unique & future establish brand there is requirement of
high cost & capital as compared to other traditional hospitals.
High switching cost bears by hospitals due to availability of substitutes and

alternatives. But if customer satisfies than due to positive word of mouth
company experience less switching cost.
The niche targeted by our team, there is requirement of high Research &
Development expenditures.
High professionals, doctors and paramedical staff require due to sensitive

operational process.
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Incumbents in market have more cost but they are facing less quality advantage.
High demand side for quality services.
Bring new capacity by gaining of market share by putting pressure on existing

prices.
Although there are many barriers but still there is requirement to fulfill the needs of
general public. There is hope in darkness and success is there and all this happens if we
are following the Millennium Goals Developments strategies of Pakistan.
Suppliers:
In this case suppliers are in big experience like;
Sialkot Surgical Clutter
Pharmaceuticals companies located in Lahore and Karachi
Strong supply chain management for delivery of medicines
New and innovative drugs
Availability of hospital furniture firms
Due to these players and intense competition among them the profit of that industry is
leverage. Every company has a competition to get order first and this will reduce their
bargaining power and leads towards strengthen our side. Medical companies have
standardized drugs this will helpful for our less switching cost. All of suppliers firms
seem to work as supporting companies for our hospital.
Buyers:
There are number of buyers in the market but this large volume does not debate
against poor services offer in Gujranwala. One of the reasons is the serious and
complex situation of their infants.
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Although Services/Products are standardize but due to hospital or doctors brand

loyalty or believe there is less switching cost on buyers part.
On the basis of quality services buyers have high switching cost.
In this niche, buyers are generally less prices sensitive but high quality sensitive.
Threat of Substitute:
In substitutes there is availability of Homeopathic, Herbal medicines, local clinics and
pharmacy stores.
Threat of substitute is moderate because of following reasons
They offer less price performances.
Buyers cost of switching is low.
Rivalry:
There is high competition among hospitals that lay down their profit margin.
Intense competition leads towards slow industry growth in Gujranwala region.
Exit barriers are high due to high investment in this field.
Low switching cost bears by buyers due to identical services served by hospitals
in Gujranwala
Fixed cost is high in initial years for any new hospital in market due to less
market repute.
Established brands earn more profit and market share not concentrated what their
services are.
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Our Business Strategies

Although, rivalry in intense but there are many chances to grow. There are many ways to
jump into the pond. For this purpose we offering or using following strategies
Positive Sum Strategy:
The main objective of this strategy is to change the nature of rivalry in the market.
Now a day market is using Zero Sum Strategy, All hospitals are fulfilling same
needs with same means. But our hospital offers different ways or means to serve
patients.
Focus Strategy:
With the help of focus strategy we are going to offer our services to maximum
10 years old kids. With the help of this niche we make positive repute in the
market soon.
Physical Evidence:
With the help of service marketings 7 Ps, physical evidence, promote our hospital
brand. We are offering better clean and clear environment to our patients that they
feel hospital like a home with proper care.
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Market Research Report

Step # 1- Identify
Step # 2- Dissect
Health
Study on Health Service Provider to

community.
Study on Health Insurance
Companies.
Maternity and Child Care Problems.
Attitude of Peoples towards Health
Services.
Study of Govt. Policies and subsidies
to health sector.
Step # 5- Objectives
Step # 3- Select
Child Care
Hospital
Features and characteristics that are important for a

hospital near to general public e.g. Doctors , laboratory,
blood bank etc. and how they gave importance

to them
Availability and accessibility of hospitals in their region

for childrens care
Satisfaction with respect to services regarding that
hospital
If person is not satisfied with the treatment than what
he/she done for their child
Spending on illness in hospital and checking from a
specialize doctor
Time waiting for their turn and spending for urgent
treatment in less time
Effected media and little bit personal information like
marital status, age, gender and income level
Step # 6- Make sure

We make sure about our
research and we examine all of
our objectives and research
questions.
Punjab Child Care
Step # 4- Raise Qs.

How child care providers deals
with problems?
What are the preferences of
peoples to checking from a
specialized hospital and
hospital features?
What are their spending
practices and waiting for their
turn?
How much they spend for
availing prompt service?
What are their choices when
their child is ill?
Satisfaction regarding their
taste?
Step # 7- Double Check

All things before starting this
research we double checked
and sure about it.
Page 36
Introduction:
We are constructing our final project which relates to Business Plan of Child Care
Hospital. For this purpose we conduct secondary data but for the completion of this
research many problems or difficulties in our way. To eliminate these difficulties we plan
for a primary research. In this research we target many questions like what are the
preferences of people regarding hospital features, what are their paying power, what is
the behavior of people when there is any delay in turn, how much they spend to check
from a child specialist doctor and will they ready to pay for any prompt service etc.
We are conducting this research in Gujranwala region because we are planning to build a
hospital in this city which is specialized in treatment of children diseases maximum age
of ten years. To conduct this primary research we use questionnaire methodology. The
sample size which we select is calculated as margin of error is 6%, confidence level is
94%, population size is 1578600 and distribution response is 50% by doing so we receive
a sample size of 246. The result and analysis of this research is calculated with the help
of SPSS software. Limitations and significance of study is also given in this report.
Problem Statement:
To find out peoples paying capacity, waiting capacity, treatment criteria, behavior
towards hospitals tenure and facilities required by people in hospitals that are available
or not exists.
Objectives:
Market research is a very important to make a business plan because objectives give
purpose to any study. Otherwise without defining the objectives we would not be able to
know what is suppose to be found or studied moreover why we are conducting a study.
So we firstly define our objectives to conduct the study which makes it easy for us to
study and work further giving a meaning to whatever we are doing. Objectives are given
below.
Features and characteristics that are important for a hospital near to general public
e.g. Doctors, laboratory, blood bank etc. and how they gave importance to them
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Page 37
Availability and accessibility of hospitals in their region for childrens care
Satisfaction with respect to services regarding that hospital
If person is not satisfied with the treatment than what he/she done for their child
Spending on illness in hospital and checking from a specialize doctor
Time waiting for their turn and spending for urgent treatment in less time
Effected media and little bit personal information like marital status, age, gender
and income level.
Significance of the study:

As every study has its pros and cons so does our study has a great importance and
significance that can be further seen from the following points. A study without any
significance is meaningless and is not worth going ahead but the study that we have
conducted has high significance so that made us go ahead till its completion with high
confidence level.
The study has a lot of influence for any reader because it can also be used for further
study. It includes all things on reality basis.
This study aids us on the following issues:
Real population of Gujranwala and disease forecasting.
Peoples behavior towards services available in hospitals.
Importance of features that is available or missing in any hospital.
Peoples paying and waiting capacity.
Importance of media with respect to occupation in this region.
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Research Design:
Data Collection and
preparation
Interviews
Experience
Surveys
Telephonic
conversation
Instrument
Development
Public Sources
Govt. agencies
Non-for profit
agencies
Qualitative
Technique
Interviews
Quantitative
Technique
Open-ended
Questionnaire
Close-ended
Questionnaire
Sampling
What is total population?
What is the target population?
How much sample size is needed?
Data analysis
SPSS
Graphs, charts
End note
Frequencies
Data interpretation
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Page 39
Literature Review:
The literature review will be conducted by searching for the secondary data through the
search engines like Google, Academic Journals, exploratory research etc.
Determination of Sample Size:
The sample size which we select is calculated as
Margin of error is 6%
Confidence level is 94%
Population size is 1578600
Distribution response is 50%
Formula:
By doing so, we receive a sample size of 246.
Developing a Questionnaire:
The questionnaire will be formulated to conduct the primary research with the hospital
staff and general public to achieve the objective that will help us to determine the current
scenario of the industry plus the expected outcomes.
Research questionnaire is designed according to the objectives given above because
during our project the questions creates difficulties for us we included them in this
questionnaire. Whole format of questionnaire is given below
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QUESTIONNAIRE
This questionnaire is divided into 3 sections. 1st Section deals with obtaining the general
information regarding the hospitals requirements. 2nd Section deals with the current
scenario of the customers preferences towards the child treatment. 3rd Section deals with
the demographic features of the respondent.
Section 1
Please rate the following factors in order of their importance on scale of 1 to 5, with
respect to a childrens specialized hospital.
5
Scale
Extremely
Important
4
Important
Average
Less
Important
Unimporta
nt
No Opinion
1.1- Hospital Features:

1. Doctor
___
4. Accommodation facilities
___
2. Waiting Room
___
5. Emergency facilities
___
3. Paramedical staff
___
6. Ambulance
___
7. Telephone Exchange
___
15. Hospital Caf
___
8. Security Guards
___
16. Hospital I.T System
___
9. Operation Department
___
17. Mosque
___
10. Parking
___
18. Surgical &Equipments Store
___
11. Water Dispenser
___
19. Family Planning Center
___
12. Blood Bank
___
20. Medical Store
___
13. Laboratory
___
21. Govt. Welfare Center
___
14. Research Center
___
22. Any other (please specify)
___
Section 2
2.1- Which option do you seek if your child is ill?
Clinic
Homeopathic
Hospital
Hakeem
If other ways, please specify;

___________________________________________________________________
2.2- Do you think you have enough options for Childrens Hospital in your region?
Yes
No
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2.3- Which hospital you visit for the childs treatment? (Specify the name of the Hospital)
___________________________________
2.4- Are you satisfied with the hospital options available to you for Child treatment?
Yes
No
No opinion
2.5- If you are not satisfied with the options available to you for the child treatment in
your area then which option would you seek as an alternative?
Go to another (city) ____________ for the treatment (Specify the name of the city)
Call a doctor at home from other (town)__________ (Specify the name of the town)
Consult on phone
If other ways, please specify,
___________________________________________________________________
2.6- Approximately how many times you visited childrens hospital last year?
_______ times in a month.
2.7- On the average how much money do you spend (on average) per visit? (Rupees)
Less than 200
601 - 800
200 - 400
801 - 1000
401 - 600
Above1000
2.8- Approximately how long do you wait for your turn, when you visit a child hospital?
Less than 30mins
91 to 120mins
30 to 60mins
More than 120mins
61 to 90mins
2.9- In your opinion what would be your affordable range for a check up from a child
specialist?
Less than Rs.200
Rs.301 to 400
Rs.200 to 300
Above Rs.400
2.10- How much extra amount are you willing to pay for a prompt service?
Rs.75 for less than 20minutes
Rs.25 for 61 to 60mins
Rs.50 for 31 to 40mins
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None for above 60mins

Page 42
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2.11- Which advertising medium influence you the most?
News Papers
T.V Commercials
Bill Boards
Word of mouth
Sales People
Section 3
3.1- Demographics of Respondent:
Name:
__________________
Age:
__________________
Gender:
________________
Marital Status:
__________________
Occupation:
__________________
Location:
__________________
City:
__________________
Income Level (Rupees):

Less than 10,000
10,001 - 20,000
20,001 - 30,000
30,001 - 40,000
40,000 - 50,000
Above 50,000
How many kids do you have? (If married):
_____________
3.3- Number of years since marriage (if married): _____________
Thank you very much for your time and support
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Page 44
Data processing:
In order to convert the data into meaningful information, we need data processing as the
medium, so for this purpose we use SPSS software very famous data processing software
widely used in the research works across the globe, SPSS stands from statistical package
for social sciences.
Data editing:
We have filled all that data which was missed by the respondents. In this regard we have
supposed ourselves as we were the respondents. It means we have filled the data by
putting ourselves at the place of our respondents.
Reliability Statistics:
Cronbach's Alpha
.769
N of Items
35
The reliability of data is shown by the above Cronbach's Alpha. It means that 76.9% of
our data is valid and reliable we can promote our work on its behalf.
Age:
Valid 20 or less
21 to 30
31 to 40
41 to 50
50 or more
Percent
5.9
48.9
28.9
10.4
5.9
Cumulative Percent
5.9
54.8
83.7
94.1
100.0
Above given table shows the age participation in or survey. It is clear from table that
percentage of less than 20 year people is 5.9. Age of 21 to 30 year people is on high
stream their involvement is 48.9 percent almost 50%. Than ranking of 31 to 40 percent
come their participation in our survey is second highest which is 28.9 percent. 10.4
percent people with age of 41 to 50 play their role in survey. More than 50 year age
people contribute only 5.9%.
Gender:
Valid
Male
Female
Percent
79.3
19.3
Cumulative Percent
79.3
98.5
Contribution of people according to gender basis is shown in above mention table. Males
participation is 79.3 percent because mostly male take their kids towards doctors.
Females contribution is 19.3 percent.
Martial Status:
Valid Married
Single
Other
Percent
64.4
33.3
2.2
Cumulative Percent
64.4
97.8
100.0
Marital status result shows that married persons that are involved in fulfillment of our
survey are 64.4 percent. While single persons are 33.3 percent. Other means there also
included some divorced etc but their ratio are very low only 2.2 percent.
Occupation:
Valid Business Person
Student
Job
Percent
35.6
25.2
8.9
Cumulative Percent
35.6
60.7
69.6
Above table shows that for our survey 35.6 percent of business persons participates.
Student is 25.2 while job holder is 8.9%.
Rotated Component Matrix:
Component
Doctor
Waiting Room
Paramedical Staff
Accommodation
Emergency Facilities
1
.789
.291
.427
.286
.286
2
.757
.112
.254
.152
.557
3
-.023
-.005
-.138
.095
-.147
4
.299
.137
.449
.727
.497
5
-.068
.756
.236
.079
.090
6
.147
.228
.400
-.046
-.020
7
.012
.155
.108
-.006
.882
Ambulance
Telephone Exchange
Security Guard
Operation Theater
Water Dispenser
Parking
Blood Bank
Laboratory
Research Center
Cafe
Hospital I.T
Masjid
Surgical Instrument Store
Family Planning Center
Pharmacy Store
Govt. Welfare Center
.097
.634
.535
.380
.86
.789
.613
.419
.129
.155
.314
.075
.255
.187
.094
.489
.610
.026
.128
.713
.051
.089
.423
.574
.227
.050
.104
.447
.182
-.169
.643
.162
.352
.270
.248
.013
-.012
.031
.073
.237
.581
-.023
.752
.075
.225
.792
-.195
.332
.154
.231
.255
-.202
.058
.117
-.178
-.044
.351
-.013
-.109
.015
.045
.052
.031
-.157
.281
.056
.195
.056
-.017
.036
.114
-.068
-.214
.149
-.066
.576
.237
.396
.252
.002
-.133
-.142
-.318
-.060
.185
.089
.123
-.015
.247
-.075
.042
.017
.703
.138
.294
.532
.001
.099
-.222
-.066
.041
.093
-.054
.118
.294
.812
.015
.066
-.161
-.245
.124
-.014
This table has very importance in our research because on the basis of it we can estimate
which factor is most important for our hospital. What difficulties or priorities rank by
people of our target city? According to the table given above on first number there is
importance for doctors, on second hand there is importance for operation theater, than
family planning center in child care hospital shows its importance, than accommodation
for doctors so that in emergency case doctor or paramedical staff available, than to hope
from Allah there is importance for Masjid, than come surgical instrument store and in
selected 7 questionnaire the last very important think is caf. However there are many
other important things that are mostly available in our designed hospital in them like
Parking, ambulance, hospital IT system, paramedical staff, and waiting room and
emergency facilities.
Frequency data:
If your Child is ill than where......
Valid Allopathic Clinic

Homeopathic Clinic
Hakeem Sb.
Children Hospital
Percent
60.0
8.1
3.7
28.1
Cumulative Percent
60.0
68.1
71.9
100.0
In frequency data we included that if your child is ill than where you carry. For this
purpose 6 percent vote are devoted to Allopathic clinics than 28.1 percent are for children
hospital. After that homeopathic comes which receive 8.1 vote and at the end there is
name of Hakeem Sb only get 3.7.
Is there sufficient Hospitals in your region
Valid
Missing
Yes
No
Total
System
Percent
45.9
52.6
98.5
1.5
Cumulative Percent
46.6
100.0
In above given table there is a voting for those who consider that there are sufficient
hospitals in their region. So in favor of this hypothesis there are total 45.9 percent people
while against of them are 52.6 percent. It means that in majoritys opinion there is
requirement of hospital in this region.
Are you satisfied with facilities available there.
Valid
Missing
Yes
No
No
response
Total
System
Percent
60.7
24.4
Cumulative Percent
62.1
87.1
12.6
100.0
97.8
2.2
Now this table shows that those who consider that there are sufficient hospitals in their
region how much they satisfied with the facilities available there? In result of that 60.7
percent are satisfied while 24.4 percent are not satisfied. Those who are in confusion
what to chose are 12.6 percent. This is very important that out of 45.9 percent from above
table who consider that there are sufficient hospitals 37 percent are those who are not
satisfied with the facilities available there.
If not than where you carry him/her
Percent
Valid Go to another city, City Name
Call a doctor, City Name
Contact via Phone
Any thing else
Cumulative Percent
66.7
66.7
12.6
14.8
5.9
79.3
94.1
100.0
It is series of question that continue with the last twos that if you are satisfied with the
facilities available than where you carry your child for that reason 66.7 percent are move
towards another city. 12.6 percent call to a doctor from other cities, 14.8 percent contact
via phone and some are others who used some thing else way for the treatment of their
sick kids.
Approximately how much you spent each time
Rupees.
Valid 200 or less
201or 400
401 or 600
601 or 800
801 or 1000
1001 or more
Percent
20.0
34.1
23.7
10.4
3.7
8.1
Cumulative Percent
20.0
54.1
77.8
88.1
91.9
100.0
In this table there is judgment that mostly what the trend is to spend for their ill kids from
public? For this purpose people who spend Rs. 200 or less are 20 percent, who spend
201to 400 are 34.1 percent, who would like to spend 401 to 600 are23.7 percent, for 601
to 800 ate 10.4 percent, than there is 3.7 percent for those who spend 801 to 1000, some
are those who like to spend more than 1000 and their percentage is 8.1.
When you go in a child hospital than how much you wait for your turn
Valid 30 mint or less

31 to 60 mint
61 to 90 mint
91 or more
Percent
26.7
43.0
28.1
2.2
Cumulative Percent
26.7
69.6
97.8
100.0
Waiting for turn is very hard work especially in hospitals. For this purpose those who
wait maximum 30 minutes are 26.7 percent. Waiting for their turn between 31 to 60
minutes are 43 percent. Than comes those who wait 61 to 90 minutes are 28.1 after that
who wait more than 91 minutes are 2.2 percent only.
To checkup your child from a specialist how much you pay for it
Valid 200 or less

201 to 300
301 to 400
401 or More
Percent
23.0
37.8
18.5
20.7
Cumulative Percent
23.0
60.7
79.3
100.0
People who would like to pay maximum Rs. 200 for checking their kids from a specialist
doctor are 23 percent. Than 37.8 percent are those who are paying 201 to 300. 18.5
percent are those who would like to pay Rs. 301 to 400. Than come those who are paying
more than 401 or more.
To gaining a prompt service much you are willing to pay
Valid Rs 75 for 20 mint

Rs 50 for 21 to 40 mint
Rs 25 for 41 to 60 mint
Nothing for 61 or more mint
Percent
45.2
16.3
24.4
14.1
Cumulative Percent
45.2
61.5
85.9
100.0
To gaining a prompt service 45.2 percent are those people who are willing to pay for Rs.
75 for 20 minutes only. To gain 21 to 40 minutes people are willing to pay Rs. 50. Rs 25
are paying to gain maximum 60 minutes and their percentage is 24.4. At the end 14.1
percent for those who are not willing to pay any single rupee for the patients treatment.
Which medium or channel has more impacts on you
Valid
Newspaper
TV
Billboard
Word of Mouth
Any thing more
This question is used
Percent
13.3
27.4
8.9
49.6
.7
Cumulative Percent
13.3
40.7
49.6
99.3
100.0
to check that this regions people gave which media more
importance for that reason 13.3 percent are for newspaper, 27.4 percent for TV
commercials, 8.9 percent for billboards, word of mouth is most important which 49.6
percent, after that any other media like internet, radio etc include .7 percent only.
Case Processing Summary

Cases
Missing
Valid
Cross Tabs between
Income Level * To checkup your child from a specialist how
much you pay for it
Income Level * To gaining a prompt service much you are willing
to pay
Income Level * When you go in a child hospital than how much
you wait for your turn
Total
Percent
Percent
Percent
135
100.0%
.0%
135
100.0%
135
100.0%
.0%
135
100.0%
135
100.0%
.0%
135
100.0%
From above summary table it is very clear that all of our respondents are suitable for cross tabs with checking from a specialist,
gaining prompt service and for waiting in hospital for their turn. All are applicable and 100 percent valid.
Cross tabulation
To checkup your child from a specialist how much you
200 or less
Income
10,000 or less
Level
10,001 to 20,000
20,001 to 30,000
30,001 to 40,000
40,001 to 50,000
50,000 or more
pay for it
201 to 300 301 to 400
401 or More
14
12
9
3
0
4
1
24
7
6
1
1
10
4
1
2
2
6
9
4
1
0
This cross tab is between Income level and check from a specialist children doctor. For
this rationale persons who have income level maximum Rs. 10,000 14 percent are willing
to for 200 or less, 12 percent for201 to 300, 6 percent for 301 to 400, only 8 percent are
those who are willing to pay more than Rs. 401. Similarly cases are with those who have
income level between Rs. 10001 to 20000. 9 percent are willing for 200 or less, 24 are
agree for 201 to 300, 10 percent are agree for 301 to 400 and 6 percent are for more than
400. Persons with Rs. 30001 to 40000 income level are not willing for maximum 200 to
paying doctor, 6 are agree for 201 to 300 for doctors, only 1 is for 301 to 400. 4 are for
more than 401. Than come income level of Rs. 40001 to 50000, 4 percent are agree for
paying 200 to doctors, than only 1 is for 201 to 300, 2 are for 301 to 400 and at the end
again 1 is for more than 400.
Cross tabulation
To gaining a prompt service much you are willing to pay
Income Level 10,000 or less

10,001 to 20,000
20,001 to 30,000
30,001 to 40,000
40,001 to 50,000
50,000 or more
Rs. 75 for
Rs 50 for 21
20 mint
21
18
10
5
5
2
to 40 mint
5
7
7
2
0
1
Rs 25 for 41 Nothing for 61

to 60 mint
7
16
4
3
2
1
or more mint
7
8
2
1
1
0
This cross tab is between paying for prompt service and income level. Persons with
income level of 10000 or less are willing to pay for most urgent service which is Rs. 75
for 20 minutes are 21 percent. 5 are paying Rs. 50 for21 to 40 minutes, 7 are willing for
Rs. 25 for 41 to 60 minutes and at the end of this income level 7 are again agree to paying
nothing for delaying more than an hour. Persons with income level between 10001 to
20000, out of them who are willing to pay for most urgent service are 18 percent, than 7
percent are for 21 to 40 minutes, Rs. 25 are by 16 percent for 41 to 60 minutes and at the
end 8 are agree for nothing for delaying more than an hour. Than there is range of 20001
to 30000, 10 percent are agree to pay for Rs. 75 for most urgent service, than 7 percent
are for 21 to 40 minutes, 4 percent are agree for paying Rs. 25 for 1 hour service, than at
the end, 2 are agree for nothing to pay for delaying more than 1 hour. Now there is turn
for 30001 to 40000, in this range and two more that are coming after it almost same
criteria is there like 5 are agree for Rs. 75 for 20 minutes services, than 2 are agree for Rs.
50 for 21 minutes and at the end only 1 is agree for paying nothing for delaying more
than an hour service. Persons with income level between 40001 to 50000, out of them
who are willing to pay for most urgent service are 5 percent, than 0 percent are for 21 to
40 minutes, Rs. 25 are by 2 percent for 41 to 60 minutes and at the end 1 are agree for
nothing for delaying more than an hour. Persons with income level between more than
50000, out of them who are willing to pay for most urgent service are 5 percent, than 1
percent are for 21 to 40 minutes, Rs. 25 are by 1 percent for 41 to 60 minutes and at the
end 0 percent are agree for nothing for delaying more than an hour
Cross tabulation
Which medium or mode or channel

has more impacts on you
Word of Any thing
Newspaper
Occupation
Business
Person
Student
Job
Other
TV
Billboard Mouth
more
11
26
2
1
9
10
6
10
2
0
5
19
5
17
1
0
0
This cross tab is between channels impacts and its important with respect to occupation.
Like business person pays more attention to word of mouth so it is 26 percent in that
range, than comes TV which is 6 percent, 11 percent to news papers and 5 percent to
billboards. Students are also pays more attention to word of mouth so in student column it
is 19 percent, newspaper are 2 percent, TV are 10 percent and billboards are 2 percent
while 1 percent in the hand of any thing else which may include radio, internet etc, Job
persons also rank 1 percent to newspaper, 6 percent to TV, 0 to billboards and 5 percent to
word of mouth, Other are includes any other person doing some thing else than above
mention occupations so that 17 percent pointed to word of mouth, 5 percent to billboards,
10 percent to TV and 9 percent to newspaper.
Competitor Profile Matrix

Factor
C-1
C-2
C-3
C-4
C-5
C-6
Weight Rating Total Rating Total Rating Total Rating Total Rating Total Rating Total
Repute of the Hospital
0.25
1.25
0.75
0.75
0.5
Quality of Service
0.2
0.6
0.6
0.6
0.6
0.6
0.8
Environment of
Hospital
0.2
0.6
0.6
0.6
0.6
0.6
0.6
Infrastructure
0.2
0.6
0.4
0.8
0.6
0.6
0.8
P.R Activities
0.15
0.45
0.45
0.3
0.3
0.45
0.6
Total Points
C-1 = Niaz Memorial Hospital
C-2 = Iftikhar Clinic
C-3 = Faisal Hospital
3.5
3.05
3.3
2.85
3.3
C-4 = Al-Rahee Hospital

C-5 = Jinnah Hospital
C-6 = Punjab Child Care Hospital
Competitor profile matrix shows the importance of hospitals in market with respect to some attributes like repute, service quality,
environment, infrastructure and public relations all these are very much important for any successful hospital. To calculate and to
remain in competition our team selects attributes by talking with specialized doctors, professionals and pharmaceuticals. The weights
that are assigned to them are according to doctors discussion. And with respect to their close discussion we found that attributes are
according to those particular values that are written above. The hospitals have value according to them shown above and with respect
to become competitive brand in GRW we shall have weight age 3.3.
Note:
All the weight age and Rating given against the respective factors is decided after a comprehensive discussion with the experts of
child care industry.
SWOT Analysis
Strengths:
Prompt Service Delivery in less time.
Spacious Parking Lot.
No child specialist hospital in the area where we are located.
Friendly, co-operative & clean environment.
Hospital Location is on G.T Road so this will cut down the advertising cost.
Doctors would be facilitated with the provident fund.
Focus and Positive Sum Strategy
Easily accessible and approachable location for the people living in the vicinities
of GRW.
Weakness:
Low profits and high fixed costs in the initial years
Low brand awareness V/s Existing brands in Market
Exit barriers are high due to high investment in this field.
Opportunities:
Backward integration in the field of gynecology.
After establishing as a reputable brand in the child care industry we will expand in
the areas where there is a need.
Collaboration with foreign hospitals.
Contracts with the NGOs by providing special benefits to the children under their
concern.
Buyers are less price sensitive due to sensitive condition of their children
Threats:
In case if customers are not satisfied than there is high switching cost.
Substitutes offer performances at less price rate.
Marketing Plan
Marketing plan includes its objectives, STP, 7Ps, and Sales Forecast.
Marketing Objectives:
To penetrate into the existing health care industry.
To focus on the customers demand and customize our services according to their
requirements.
To capture market share, and also to capture the mind and heart share of
customers.
To be recognize as a respectable brand in hospital industry regarding Child Health

Care.
Segmentation
Child Care:
Nurturance and management of the day-to-day requirements to sustain the successful
development of children, Although the term can apply to any activity in which a
youngsters needs are provided for by a parent or guardian, it is specifically applied to
children in institutions or 24-hour group-living situations. In this context, childcare
activities include physical care (such as feeding and clothing), habit development (such
as personal hygiene and socialization), self-management (discipline), therapeutic care
(counseling), tutoring, and first aid. These activities also include running the living group
as a cohesive unit and managing the institutional program . (Barker, R.L. (2003). The social
work dictionary (5th ed.). Washington, DC: NASW
Gynecology:
The branch of medicine dealing with health care for women, especially the diagnosis and
treatment of disorders affecting the female reproductive organs.
InternationalJournalofGynecology&Obstetrics,Volume100,Issue2,Pages188
189V.Kalis,J.StepanJr.M.Horak,A.Roztocil,M.Kralickova,Z.Rokyta
Cardiology:
It is the study and treatment of heart disorders.
Journal of the American College of Cardiology
June 1999 (Vol. 33, Issue 7, Pages 2092-2197)
Diabetes:
A polygenic disease characterized by abnormally high glucose levels in the blood; any of
several metabolic disorders marked by excessive urination and persistent thirst. There are
two kinds of diabetes depending on whether there is a need of insulin or not.
They are called Type 1 diabetes (insulin-dependent diabetes) 'Type 1 diabetes' and Type 2
diabetes (non-insulin dependent diabetes). This latter type is more common in older
people and overweight people and can sometimes be controlled just with diet.
Weedon MN, Owen KR, Shields B, Hitman G, Walker M, McCarthy MI, et al.
Diabetes 2004; 53:3002-6
Eye diseases:
It deals with Eye conditions, Eye diseases, surgical eye procedures and vision problems.
Neurology:
Diseases affecting the brain, nervous system and spinal chord are usually diagnosed with
a neurological examination. This is not to be confused with a psychiatric examination,
which merely focuses on a patient's behavior. It is important to understand that mental
illnesses are typically classified separately from disorders of the central nervous system.
Major neurological disorders include cerebral palsy, speech and language disorders,
tumors of the brain, and movement disorders such as Parkinson's disease and
Huntington's disease.
Dentistry:
Dentistry is a broad term that is used to describe anything from the diagnosis to the
treatment of diseases that affect the oral cavity. Tooth decay is a common affliction,
which often leads to toothache and tooth loss. Regular annual dental and oral health
exams are recommended for adults past the age of 18. Within dentistry, there are many
specialties dedicated to specific areas of dental care, such as extractions, implants, and
pediatric dental care.
Dermatology:
Problems with skin and its appendages such as hair and sweat glands fall under the
category of dermatology. Dermatologists specifically treat ailments that affect that skin.
Since the skin is the largest organ, and also the most visible, cosmetic dermatology stands
as one of the most well known parts of the field. Dermatologists specializing in cosmetic
dermatology use a myriad of non-invasive procedures to improve anything from acne
scarring to the effects of aging.
Orthopedic:
Orthopedic surgery may address disorders of the musculoskeletal system, whereby
patients are unable to physically move their muscles and bones. Arthritis, trauma, and
congenital deformities can be treated by orthopedic surgery. Many subspecialties exist
under the umbrella of orthopedic surgery, such as hand surgery and spinal surgery.
Targeting
We are targeting the segment of childcare. That will be further explained as follows under
certain features:
Age:
The age group covers the newly born babies and the children up to 5 years. Therefore the
children up to the age of 5 years will be our customers.
Income level:
Our fee or charges are affordable, as derived from the survey most of the people are
willing to pay the price for a check up from the specialist. The people from the income
range from 10,000 and above. Therefore it covers the customers from all the three classes
that is upper, middle and lower class.
It was also proven with research that the people are more conscious for their childs
treatment and are willing to pay high for the best treatment and services.
Geographic:
Geographically seen the hospital in the suburb of Gujranwala on the G.T Road near
Rahwali Cantt. It is the location, which caters the people from the vicinity like
Wazirabad, Gakhar and the miniature adjoining areas.
Therefore this location does not only target the people from Gujranwala but also is
approachable for the people residing in the adjacent areas. Therefore the customers will
be scattered around the district. This location would definitely be an-add on, as it will aid
in increasing the number of customers as more people can access to the hospital.
Target Market Characteristics:

Target Market
Characteristics
Age
Newly born children till 5 years
Income Level
10,000 to above
Geographic wise
Marital Status
G.T Road near Rahwali Cantt.

Married
Positioning:
We position our hospital in terms to serve the whole community and to work for the
human well being which in regard gives a rise to a healthy community. As it prospects
that healthy children will tend to give a mount to a healthy future.
We strive to serve every human being to give him an enhanced treatment that will
promote healthy living. We want to create a mind set that when people think of our
hospital they think of staying healthy and living a prosper life accommodated with on
time service delivery by keeping all the promises. This shows that we are devoting
ourselves mainly to serve the humanity and work for their betterment in terms of heath
issues and educating them simultaneously how to avoid the health problems in future.
Customers do not perceive the service quality in a uni-dimensional way but rather judge
the quality on multiple factors so positioning should also be done by keeping all t he
factors into account that will make up a certain perception. Therefore our positioning
would be done while keeping the service quality dimensions in consideration:
Five
Dimension
of service
quality
Reliability:
We want our customers to trust us to achieve their loyalty. So we will deliver what we
promise. We will not over promise to avoid mistrust of our customers and will deliver the
services by staying on our words. Like if we promise that waiting time will not go
beyond 30 min, we will thus streamline our processes in a way that will able us to serve
while keeping our promises.
Responsiveness:
The patients would be served promptly. Promptness in terms of the customer would be
attended as soon as possible. The questions, queries, complaints dealt in a swift way to
avoid the frustration and dissatisfaction among the customers.
The process of the service delivery will be well maintained and every single individual
would be trained properly so that hell be able to perform his duty in a smooth manner
without creating a barrier in the promptness of the delivery of the service.
Assurance:
This dimension is likely to be particularly important for services that customers perceive
as high risk, for services, which they feel uncertain about their ability to evaluate, and
medical is one of it, which associates high risk and is difficult to evaluate.
Therefore the inspiring trust and confidence through well knowledgeable, courteous
employees, which are capable enough to build up trust among the customers through their
efforts and devotion to satisfy their customers.
Empathy:
The empathy would be a part of our hospital by caring, individualized attention provided
to our customers. The patients would be dealt in a way that their needs are clearly
understood and they themselves feel that WE REALLY CARE. This could be achieved
by knowing the patient deeply and aspiring exactly to his needs and deal he in a way that
he finds himself the most satisfied. The patients would be dealt very courteously.
Tangibles:
This includes the appearance of physical facilities, equipment, personnel and
communication materials. Tangibles provide physical representations or images of the
service that customers, particularly new customers, will use to evaluate quality.
Therefore this dimension should not be overlooked as people create many associations
with the tangibles. So, in our hospital we will be providing a very clean and proficient
environment. The tangibles used will be in sync with the need and image of our hospital
so that both give a positive worth of it.
7 Ps
Product:
The product in our business concern would be a blend of both, the products and services.
The services can be separated in two categories.
1.
Clinical
The clinical services provided would be in a shape of doctors providing the

treatment to the patients. The patients would be checked up by the child specialist
and then would be prescribed for the medicines or related tests.
2.
Non-Clinical
The non-clinical services being provided will be:
Child Health Care Center
Special Cases & Research laboratory
Family Planning Center
Lab & X-ray Services
Blood Center only for Current Hospital
Pharmacy Center
Immunization Services like Polio, Whooping Cough, Malaria etc
Parking
The parking facility provides a major role in a success of any organization
because without parking facility it would be highly frustrating and will give a
rise to traffic blockage that gives out a very unpleasing experience and adds
into negative word of mouth.
This would be highly dissatisfying for the patients and will affect the
customers choice and decision for the next visit. Therefore a spacious parking
lot would be provided to facilitate our customers. The parking would be
outsourced to the interested contractor.
Blood Bank
A blood bank would be provided as a safety stock within the premises of our
hospital to facilitate the needy ones. This would ensure promptness and
availability of the blood in case when needed, so that the customers does not
panic in case of an emergency.
This would thus facilitate the patients to a greater extent because
unavailability of the blood causes severe problems. The blood bank would be
enriched with every blood type to ensure that the related blood is readily
available.
Laboratory
A small-scaled laboratory would be set up for small simple tests that are
referred by a doctor. This would also help out the patients that they would be
able to have the tests within the hospital. The tests would be like blood tests.
Ambulance
Ambulances would be provided in case of emergency. The patients could call

and the ambulance would be provided on the doorstep as soon as possible.
This service would be very prompt and hence this would accommodate all the
emergencies without any delay. Ambulances would be tracked down with the
co-ordination of NGOs like EDHI etc.
Caf
A caf would be provided within our hospital that will provide snacks, meals
and other related items. This would have a very neat and tidy environment.
Caf will be outsourced to any reputable contractor.
Medical store
A medical store would be available within our hospital and the patients can
purchase the medicines. The drug store would be enriched with a larger
number of medicines so that the required medicine is readily available. The
medical store would be outsourced to an interested contractor.
Unique selling Proposition (USP)/Source of competitive advantage:
USP of our hospital would be at most the prompt service delivery that unlike other
hospitals the patients does not have to wait in for long waiting hours for their turn as we
strictly have streamlined all the processes and the running of the hospital would be in a
smooth flow. This would ultimately be a result of statistically managed operations.
Secondly we have a spacious parking lot that will accommodate the patients and will tend
to avoid any mess and chaos. This facility will play a vital role in the customer
satisfaction because the research figure out that this facility is keenly important along
with the clinical services of the hospital.
Price:
We would be following the pricing strategy that is equal to competition pricing. The price
that is to be charged for the services is done while keeping the competitors into account.
The price is balanced with the market price but we will be providing more services within
the same price range. As through the research it could be seen that the fee we are going to
charge is affordable within all the classes of people as majority of the people are willing
to pay the selected price. Therefore to penetrate into the market and to cater the
customers we are supposed to deliver more for the same.
Perceptual Map:
According to the primary research the two factors that were considered as most important
in the eyes of the customers regarding a hospital were Price and Quality. These two
factors are compared when a customer makes up a certain perception regarding a
hospital. Therefore, the Hospitals are ranked according to prices they charge and quality
of service they are providing to their customers. Perceptual map is drawn after
conducting interviews with the doctors and comprehensive discussion with general public
through conducting focus groups.
High Quality
Low Price
High Price
Low Quality
Niaz Hospital
=
=
Faisal Hospital
Jinnah Hospital
Iffikhar Hospital
Al-Rahee Hospital
Place:
The location of the hospital would be in the outer region of the city, which is
approachable to the people from the adjoining areas like Wazirabad, Gakhar etc. That is
near Rahwali Cantt near Friends hospital.
The advantage of the location is that it would be accessible to the people from the other
cities that would give an increase in the number of patients pouring in.
Consumer Buying Process

Initiator:
The initiator would be the child himself, the concerned person who senses that the patient
needs to see the doctor or should go to a hospital.
Influencer:
The influencers would be the ones who are our customers with a good and satisfactory
experience from our hospitals services and they could be the family members, friends,
etc. thus they would help others by spreading positive word of mouth and can influence
others decision by sharing their experiences and giving recommendations. The NGOs,
Doctors could also aid in this regard by recommending or giving referrals of our hospital.
Decider:
The deciders would be parents, guardians of the patient (Child) who is to take the final
decision.
Buyer:
Ultimately the buyer would be the parents normally the bread seeker of the family.
User:
Thus the patient himself would be the end user of the core service. The user would also
be the parents who will be with the child when being treated.
Promotion:
Advertising Objectives
Sustain preference.
We will continue to advertise heavily in the beginning to well inform our
customers because the initial period needs good advertising to create awareness
among the customers. Thus higher awareness and recall, the greater number of
customers could be expected.
To advertise heavily to persuade customers to buy the product.
To create strong, favorable and unique associations in the minds of the customers
to facilitate their hospitals choice.
To make the customers know that we are better than all by continuously
innovating and informing the customers about the new services.
Above the Line Activities
Above the line activities (ATL) will comprise of the print media and the digital media.
Print Media:
Daily Nawa e Waqt
Daily Jang
The print media sources that are selected above is chosen on the basis which take into
account the factors like:
Reach
Frequency
For the print media the selected sources would be to advertise in the newspapers as the
decision makers and the influencers who takes the decision or influence the decision by
referring and recommending a certain hospital would be the parents in regard, as the
decision makers would be the peers, relatives, family friends as influencers that is
explained further below. Thus, it could be observed that these people are highly exposed
towards the newspapers to seek information.
Our brochures would be enclosed within the newspapers to inform our target market and
making them aware of our hospital.
Digital media:
Sports channels
Star Plus
Sony Entertainment
News channels
Taking in consideration our target market who are ultimately the parents or the people
who are married because they are suppose to take the decision about which hospital to
visit when their children are sick. Thus according to the observation and personal
interviews it was seen that the decision makers primarily the males have a trend towards
the sports channel and news channels. Where as the females are more inclined towards
the Indian channels as Star plus and Sony Entertainment Television.
Thus taking this into account the above digital media is selected so that the final decision
makers are more exposed towards our ad, which keeps them well informed and well
aware about Punjab Child Care Hospital.
The Ad:
Our ad that will be on air will be sentimental with the emotional and empathetic touch
because this is an emotional cause that we are working for so we have to reveal a very
creative ad that can appeal to the customers needs. The ad would divulge a theme that
will be accustomed with our positioning that is A caring hospital.
Radio
FM106
FM105
Billboards Placements:
Billboards will be installed by keeping the following factors into account:
Factors
Target market
Intensity
Concentrated
Traffic flow
High
Size
Depends on the cost
Cost
Depends on the budget available
Exposure of the billboard
High
location
Implementation Tactics:
Our hospital will be launched with intensive advertising campaign in television as well
on radio. We will primarily focus those time slots on television and radio when more
viewers and audiences watch and listen respectively to these medias. We will extend
contract with the leading doctor of the childcare hospital as an endorsement in our ad.
Paying attention to word of mouth advertisement we have focused highly on our service
delivery and customer experiences.
We will also give considerable incentives to intermediaries including the medical reps,
laboratories, NGOs etc to influence customers purchase decision in favor of our
hospital.
Below the Line Activities
Public Relations (PR):
The public relations would be made by keeping in contact with the different NGOs that
can aid us in a need. The ambulance providers would help in providing the ambulances
when required. The public relations would help in the prompt service delivery and the
availability of the required things. This will also help in a smooth working and operations
of the hospital.
Relations with the blood bank would be maintained and enhanced so that the blood type
is readily available when needed avoiding any problems due to unavailability of any
blood group.
PR Activities:
We would invite some leading Doctor Gulzar to inaugurate so that it creates some
positive secondary associations in the mind of the customers. We will invite some leading
guest speakers to speak about the health issues that will be a positive act to start with
which will be fruitful for the people. A healthy start would lead to a healthy future.
Customer Experience:
We will make it for sure that at every point of customer contact, the customers would be
given the best outcome and a pleasing moment as the sum of the pleasing moments give
out an overall positive and a happy customer experience. This will effect on the decision
for the next visit.
Relationship Marketing:
It is very important to create a close relationship with the customers because this will
lower down the probability for a customer to switch to any other hospital because
according to a research this will uncover specific types of relational benefits that
customers can experience as Confidence benefits, Social Benefits.
(P.Gwinner, D.D. Gremler, and M.J. Bitner, Relational Benefits in Service Industries. Journal of
the Academy of Marketing Science 26 (Spring1998), pp.101-14.)
Thus the aim of our hospital would be to first acquire the customer, satisfy him with the
services and providing him with the pleasing moments. Retain him and enhance the
relationship with the customer.
We would create strong relationship with our customers by giving them frequent calls,
taking the feedback through small interviews by the employees, doctors himself, by
giving the customers an open way to drop in their complaints. A proper database of our
customers would be maintained.
Therefore the advantages that are customers benefited from will give a rise to the firms
benefits. This can be explained as:
Confidence benefits:
When our hospital will create a close relation with the customers, the customers
will show trust or confidence in our services.
Social benefits:
Overtime customers develop a sense of familiarity and even a social bond with
the service provider. The customers would thus be familiar with our processes and
procedures thus making our jobs easy.
Benefits for Our Hospital:
This will aid our hospital with the following benefits:
Economic Benefits:
With the loyal customer base the main advantage will come from the
customers frequent visits, as he is less likely to switch. As the customers will
only turn to us every time he is in need, making us economically proficient as
we will be obtaining a high pocket share from the customer that in return will
lift up our revenues. This will also help in achieving an increased Customer
Lifetime Value.
In case if the prices are increased the customers still would be unlikely to
switch because of the satisfaction and loyalty towards our hospital. So we
will be able to generate more revenues. (P. Kumar, The impact of Long-
term Client Relationships on the Performance of Business Services Firms,

Journal of Service Research2 (August 1999), pp.4-18)
Customer Behavior Benefits:
The foremost contribution a loyal customer can provide to our hospital would
be free advertising provided through word-of-mouth communication.
Therefore our loyal and satisfied customers will provide strong word-ofmouth endorsements. This form of advertising can be more effective than any
paid advertising that the firm might use, as it has the added benefit of reducing
the costs of attracting new customers. As our service falls in the continuum of
high risk, which is difficult to evaluate so here the word of mouth advertising,
is more effective as people can trust and rely more on practical experiences.
In addition to this the patients who are loyal towards our hospital would
provide encouragement and emotional support to the patients who are under
treatment from our hospital.
Loyal customers may serve as mentors because of their experience with the
provider that is help other customers understand stated rules, processes of our
hospital.
Human Resource Management Benefits:
The loyal customers are thus the frequent customers. Therefore they would be
well aware of the processes and the procedures of our hospital. Thus they
would assist in the service delivery making the job easier for a service
employee. For instance, a regular patient of our hospital will know about how
our hospitals system would work. He would know about to bring in his
medication with him on his visit, know how to pay (through check or cash) as
no credit cards accepted etc.
The employees who frequently interact with the patients thus will not take
much time to process and the employees would be retained, as loyal
customers are the happy customers, which make happy employees. Thus it is
easy to work with the firms who have happy and loyal customers because this
will avoid frustration and makes the job easy.
As employees stay with the firm longer, service quality improves and costs
of turnover are reduced, adding further to profits.
(L.L. Price, E.J. Arnould, and A.Hausman, Commercial Friendships: Service
Provider-Client Relationship Dynamics, in Frontiers in Services. ed. R.T. Rust and
R.L. Oliver (Nashville: Vanderbilt University, 1996)
Promotional Activities:
The promotional activities are always vital for the smooth working of any organization as
it helps to push up sales and it helps to tempt the customers. The promotional activities in
our hospital would be:
Free medical camps:
Free medical camps would be placed at the places where people from the different
vicinities can come and take the benefit of the free consultation and check ups.
Camps would be located at the distant places where the people residing at
unapproachable places can be benefited. It could also be a solution to the poor who
cannot afford to visit a hospital for the treatment. This would help to create goodwill
and would be an ad on towards building up a strong and positive reputation.
Stalls at the exhibitions:
We will put up stalls at the leading exhibitions to make people more aware of the
hospital providing them with the free consultation and charging less than normal for
checkups, like setting up a medical stall at EXPO Centre exhibition which is a leading
Centre of exhibiting the brands from the overall Pakistan. People can thus once be
delighted and satisfied they can be our permanent customers. Secondly, they can be a
source for positive word of advertising by spreading the positive name of our
hospital. Word of mouth advertising is seen as the most influencing media for the
hospitals as people rely more on real based experiences and that is more believable
than simply hearing the electronic ads.
Conducting Seminars:
To promote our hospital and to increase the awareness among people, seminars can be
conducted on health issues by providing the people with a concrete solution and
educating them side by side about being healthy and nutritious.
Pull Strategy:
All the above and following mentioned advertisement and promotional strategy tends to
create a pull from customers end. There are not many children hospitals available in our
region Gujranwala. Therefore the people who are deprived of this facility will be tempted
towards our hospital. The media endeavors will help us to attract people towards our
hospital by creatively promoting our hospital by giving pleasing and satisfying
experiences to our customers that will aid in spreading out positive word of mouth.
People:
People play a vital role in the success of any organization because people are supposed to
run any organization and acts as a backbone. So if the right people are hired, and are
organized well in their roles, this would help to achieve the desired goals. The employees
would be delegated certain authority, this will aid the speed of delivery positively. If the
people do not fulfill their duties and does not take the responsibilities on their shoulders
the smooth working of the organization would never take place and everything will go
out of order that will result in the mismanagement and eventually the customers will get
frustrated and dissatisfied. Therefore the processes, procedures will only work in a flow
when the people are professionals and are well trained who work with devotion, as they
are the ones who manage the processes and procedures within any organization. So we
are going to hire the right people who are to be organized into appropriate roles and
would be trained accordingly when necessary.
Service Recovery:
The service recovery will be incorporated well in our practices. As each employee would
be trained enough to manage his actions, and take corrective actions where he think he
couldnt perform his duty up to the standards. The patient would be compensated
according to the service failure in order to keep him satisfied.
The service failure can occur by a number of reasons like:
The service delivered too late or too slowly,
The outcome maybe incorrect or poorly executed
Employees maybe rude or uncaring
Therefore this will result in negative word of mouth with negative feelings and responses
from the customers.
If the service recovery is absent this would result in:
Loosing out customers.
Telling other customers about negative experiences
Thus it could be seen from the above factors that how important is the service
recovery for any of the organization.
Thus the service recovery strategies for our hospital would be:
Act Quickly
Provide
Adequate
Explanations
Cultivate
relationships
with customers
Treat Customers
Fairly
Encourage and
track
complaints
Act Quickly:
If a problem is detected that somewhere something went wrong the first person who sees
or hear about that should take a prompt action that recovers the situation. If that particular
person is unable or unauthorized to take the action will swiftly notify the concerned
person who can take an action in regard. Thus, all the employees would be trained to
tackle the problems and somehow would be empowered to take swift action in case of a
failure of the service delivery. For instance, if you already know that the doctor would be
late, here a prompt action can be taken, the people waiting already can be offered a cup of
tea and told earlier that they have to wait a little and should be well informed with the
entire situation.
Cultivate Relationships with the Customers:
Those customers who have a strong relationship with the organization are more forgiving
and avoid negative word of mouth therefore relationship marketing is very important to
retain the customers.
It could be seen from a research that strong customer-firm relationships can help
shield the firm from the negative effects of failures on customer satisfaction. (T.
DeWitt and M.K Brady, Rethinking Service Recovery Strategies. Journal of Service
Recovery search 6 (November 2003), pp.193-207.)
Encourage and track complaints:
We will be providing e-mail, toll free number and a complaint box that will help us to
figure out the complaints and the points of dissatisfaction. The doctors and the employees
would also take the feedbacks from the patients through small interviews, surveys so that
the points can be eliminated and the services further refined. This would also be done by
developing a mind set that complaints are good. This has to be done within the hospital so
that the employees can take good care of it.
Provide Adequate Explanations:
Research suggests that when the firms ability to provide an adequate outcome is not
successful, further dissatisfaction can be reduced if an adequate explanation is
provided to the customer. (J. Dunning, A. Pecotich, and A. O Cass, What Happens
When Things Go Wrong. Retail Sales Explanations and Their Effects, Psychology and
Marketing21, no.7 (2004), pp.553-72)
The customer would be explained and will make the customer understand very
courteously with the help of the relevant facts, pertinent information and factors that led
to the failure. If the customers would be left unexplained, this will definitely be a loss at
our side. So to attain their loyalty and to keep them attached with our hospital we have to
keep involve them with our organization as much as possible.
Treat Customers Fairly:
Each customer should be treated fairly and get the equitable share of the services. This
would relatively keep the customers satisfy.
Process:
The processes would be streamlined and would be followed smoothly with certain rules
and policies. Like when a patient enters in an entry by his name has to be passed in the
system. Then he would be allotted a number and the patients would be checked only on
their turn. This would help to avoid any chaos and would aid in smooth working.
Physical evidence:
The physical evidence, the tangibles would be in sync with the positioning and the
desired image that is to be created. So, a very clean, professional, and a well-managed
environment will be provided to the patients where computerized records will be
maintained. Posters would be pasted on the walls giving instructions about how to stay
healthy. Patients would be dealt very courteously that will portray empathy.
Layout
broad and open
Dcor and comfort large, cushioned chairs

Furnishings
marble, stainless steel
Cleanliness
shipshape, organized
Color
blue and silver
Lightings
bright, lively
ANSOFF Matrix (Future Consideration)

Market Penetration:
We aim to achieve growth with existing products in current market segment aiming to
increase its market share. Therefore we are seeking market penetration strategy with
penetration pricing so that we can capture an attractive number of customers.
Product Development:
After a passage of time when we can figure out that due to the Millennium Development
Goals the mortality rate is decreasing, thus to maintain our revenues and profits, we will
offer new services according to the requirement of the society. For instance the services
that are not yet present in Gujranwala and are demanded that can be seen with the help of
conducting a research, like providing a facility of nutritionist.
Market Development:
After a certain passage of time when we will generate our positive goodwill and be a
strong entity with a reputable brand name, we will extend with the same setup to the
other markets where there is a demand of child care. We will also set up laboratories with
our brand name in other areas so that we can facilitate a large number of people with our
services.
Diversification:
This would be seen in future, we will diversify if there is a need or if a research suggests.
Sales Forecast
Prediction of Indoor Patients in 2009
Total in a Year
Private Patients Ratio
Total Private Patients
Indoor Cases
Expected Monthly Patients
Ratio of Patients
Patients for Child Care Hospital (28.1%)+
Our Expected Patients (Patients/TC)
20297
77%
15628
Jan-09
1250
8%
350
58
Feb-09
938
6%
263
44
Mar-09
938
6%
263
44
Apr-09
938
6%
263
44
May-09
938
6%
263
44
Jun-09
1563
10%
438
73
Expected Patients for Private Room

Expected Patients for General Ward
Indoor Cases
Ratio of Patients
Patients for Child Care Hospital (28.1%)+
Our Expected Patients (Patients/CCH)+
16
42
Jul-09
2188
14%
613
102
16
28
Aug-09
2188
14%
613
102
16
28
Sep-09
1563
10%
438
73
16
28
Oct-09
938
6%
263
44
16
28
Nov-09
938
6%
263
44
20
53
Dec-09
1250
8%
350
58
Expected Patients for Private Room

Expected Patients for General Ward
20
82
20
82
20
53
16
28
16
28
16
42
A comprehensive sale forecast is done on the basis primary and secondary research. The total cases in year 2009 are 20,297, which are
obtained from the exibhit-1, According to the PSLM (2004-05) as many as, 77% households consult the private sector against only
23% to the public sector, so by divining 20,297 with the 77%, well obtain the figure of those cases which will consult the private
sector for their treatment. 15,628 cases will consult private sector for their treatment. Now according to the primary research, which
include interviews with the child specialists and observation into different kind of child care hospitals of Gujranwala and Lahore. We
come to know some facts which are 8% of the total cases arrive in the months of December and January, and 6% of the total cases
arrive from February to May, and October to November. 10% of the total cases arrive in months of June and September, 14% of the
whole cases arrive in the month of July and August. We can see there is cyclic kind of pattern in the arrival of cases in the child care
hospitals. There are many reasons of this cyclic demand, if we see a sudden rise of cases in the month of July and August, this is due
to the combination of summer and rainy season.
Because children cant tolerate the sudden change and intensity of the weather. According our primary research we come to know that
there are 28.1% of the whole populations had gone to a child care hospital for the treatment of their children. This comes into the
consumer preferences section that 28.1% of the people will prefer to go to a child care hospital, or the pattern of the indoor cases are
28.1% of the whole population. So by dividing the whole patients of the each month with the 28.1%, we obtain the total number of
cases that will arrive into the child care hospitals of the Gujranwala. The next step is to narrow those cases that will arrive into our
hospital, so well divide the patients for child care hospital by total competitors which are admitting kids in their hospital. So
according to our research there are total 10 competitors some of them are huge and some of them are nothing. Moreover we are at
number 11 in child care industry of Gujranwala.
No.
of
Cas
es
Pattern of Cases
By performing all that functions we found that only 58 patients will arrive in our hospital in the month of January 2009. We have 20
beds capacity in our general
120 wards, each ward contains 10 beds in it, and there are 5 private rooms. On the average the cycle time of
each indoor case is 7days
booked for one week. According to a discussion with the
102be102
100 in the hospital. Each bed of the hospital will
experts of this field we 80
have come to know that 4private rooms will be booked for each week and there are 4 weeks in a month. So 16
73
73
cases will be admitted into the private rooms, and rest of the patients will be admitted into the general wards.
60
58
58
44 44 44 44
44 44
40
20
0
0
6
Months
10
12
14
Expected Weekly Indoor Cases:

This is the weekly distribution of cases that will arrive in the each month of the year 2009. For each week the distribution is equal, we
obtain this figure by dividing whole patients from the each month by 4. With the assumption of 4 weeks in a month.
January-09
Week-1
Week-2
15
15
April-09
Week-1
Week-2
11
11
July-09
Week-1
Week-2
26
26
October-09
Week-1
Week-2
11
11
Week-3
15
Week-4
15
Week-3
11
Week-4
11
Week-3
26
Week-4
26
Week-3
11
Week-4
11
February-09
Week-1
Week-2
11
11
May-09
Week-1
Week-2
11
11
August-09
Week-1
Week-2
26
26
November-09
Week-1
Week-2
11
11
Week-3
11
Week-4
11
Week-3
11
Week-4
11
Week-3
26
Week-4
26
Week-3
11
Week-4
11
March-09
Week-1
Week-2
11
11
June-09
Week-1
Week-2
18
18
September-09
Week-1
Week-2
18
18
December-09
Week-1
Week-2
15
15
Week-3
11
Week-4
11
Week-3
18
Week-4
18
Week-3
18
Week-4
18
Week-3
15
Week-4
15
Expect Daily Indoor Cases:

This is the weekly distribution of each day, after comprehensive discussion with the experts and doctors, we found some facts which
are related with the distribution of the cases per day, 40% of the cases of the whole week, arrive from Monday to Thursday and 60% of
the cases arrive in the last 3days of the week which are Friday, Saturday and Sunday
Weekly Expected of Jan & Dec-09
Mon
Tue
Wed
40%
1
1
1
Weekly Expected of Feb, Mar, Apr, May, Oct and Nov-09
Mon
Tue
Wed
40%
1
1
1
Weekly Expected Patients Jun & Sep-09
Mon
Tue
Wed
40%
2
2
2
Weekly Expected Patients Jul & Aug-09
Mon
Tue
Wed
40%
3
3
3
Thu
1
Thu
1
Thu
2
Thu
3
Fri
60%
3
Sat
Sun
Fri
60%
2
Sat
Sun
Fri
60%
4
Sat
Sun
Fri
60%
5
Sat
Sun
Prediction of Outdoor Patients in 2009

Total in a Year
Private Patients Ratio
Total Private Patients
Outdoor Cases
Ratio of Patients
Patients for Allopathic Doctors (60%)+
Our Expected Patients (Patients/TC)
Emergency + General Cases (40 a day and 30increase per month)
Our Total Expected Patients
Outdoor Cases
Ratio of Patients
Patients for Allopathic Doctors (60%)+
Our Expected Patients (Patients/CCH)+
Emergency + General Cases (40 a day and 30increase per month)
Our Total Expected Patients
20297
77%
15628
Jan-09
1250
8%
750
150
1200
1350
Jul-09
2188
14%
1313
263
1380
1643
Feb-09
938
6%
563
113
1230
1343
Aug-09
2188
14%
1313
263
1410
1673
Mar-09
938
6%
563
113
1260
1373
Sep-09
1563
10%
938
188
1440
1628
Apr-09
938
6%
563
113
1290
1403
Oct-09
938
6%
563
113
1470
1583
May-09
938
6%
563
113
1320
1433
Nov-09
938
6%
563
113
1500
1613
Jun-09
1563
10%
938
188
1350
1538
Dec-09
1250
8%
750
150
1530
1680
Total cases are 20,297 in the year of 2009. Multiplied with 77% which means, 77% of the household are prefer to consult private
sector for their treatment. So the probability of the arrival of the cases is same. As we explained in the section of indoor cases, this
percentage is carefully selected after a comprehensive discussion with the experts of child care industry. Here now 60% of the people
are those which consult an allopathic doctor for the treatment of their kids. Now divide all those cases which are for the allopathic
doctor with the 5, which means we are at the number 5 in that area, there are total 4 child specialist, 2 are in hospitals and rest of the
specialists are running their private clinics in that area. Our charges are Rs.300 for check-up, which are equal to most of the child
specialists in that area, where we are opening our hospital. So there is equally chance for us to serve the patients of that particular area.
Our location is at the G.T Road 2-KM from Aziz Crossing. It is accessible from the vicinities of the Gujranwala. So it is expected that
40patients per day will arrive in our hospital from the vicinities of Gujranwala, Which are Wazirabad, Gakhar, Gujrat and Etc. Because
we are accessible due to our presence at G.T Road.
Moreover due to our Advertisement Campaigns and Positive word of mouth, 1 case will be increase per day and 30 customers will
increase in each month. there are some patients which are asked to come again for the second check-up after some days, they are also
included in this section.
Expected Weekly Outdoor Cases:

This is the weekly distribution of cases that will arrive in the each month of the year 2009. For each week the distribution is equal, we
obtain this figure by dividing whole patients from the each month by 4. With the assumption of 4 weeks in a month.
January-09
Week-1
Week-2
338
338
April-09
Week-1
Week-2
351
351
July-09
Week-1
Week-2
411
411
October-09
Week-1
Week-2
396
396
Week-3
338
Week-4
338
Week-3
351
Week-4
351
Week-3
411
Week-4
411
Week-3
396
Week-4
396
February-09
Week-1
Week-2
336
336
May-09
Week-1
Week-2
358
358
August-09
Week-1
Week-2
418
418
November-09
Week-1
Week-2
403
403
Week-3
336
Week-4
336
Week-3
358
Week-4
358
Week-3
418
Week-4
418
Week-3
403
Week-4
403
March-09
Week-1
Week-2
343
343
June-09
Week-1
Week-2
384
384
September-09
Week-1
Week-2
407
407
December-09
Week-1
Week-2
420
420
Week-3
343
Week-4
343
Week-3
384
Week-4
384
Week-3
407
Week-4
407
Week-3
420
Week-4
420
Expected Daily Outdoor Cases:

This is the weekly distribution of each day, after comprehensive discussion with the experts and doctors, we found some facts which
are related with the distribution of the cases per day, 40% of the cases of the whole week, arrive from Monday to Thursday and 60% of
the cases arrive in the last 3days of the week which are Friday, Saturday and Sunday
Weekly Expected of Jan-09
Mon
Tue
Wed
40%
34
34
34
Weekly Expected of Feb-09
Mon
Tue
Wed
40%
34
34
34
Thu
34
Thu
34
Fri
60%
68
Sat
Sun
68
68
Fri
60%
67
Sat
Sun
67
67
Weekly Expected of Jul-09

Mon
Tue
Wed
40%
41
41
41
Weekly Expected of Aug-09
Mon
Tue
Wed
40%
42
42
42
Thu
41
Thu
42
Fri
60%
82
Sat
Sun
82
82
Fri
60%
84
Sat
Sun
84
84
Weekly Expected Patients Mar-09

Mon
Tue
Wed
Thu
40%
34
34
34
34
Weekly Expected Patients Apr-09
Mon
Tue
Wed
Thu
40%
35
35
35
35
Weekly Expected Patients May-09
Mon
Tue
Wed
Thu
40%
36
36
36
36
Weekly Expected Patients Jun-09
Mon
Tue
Wed
Thu
40%
38
38
38
38
Fri
60%
69
Sat
Sun
69
69
Fri
60%
70
Sat
Sun
70
70
Fri
60%
72
Sat
Sun
72
72
Fri
60%
77
Sat
Sun
77
77
Weekly Expected Patients Sep-09

Mon
Tue
Wed
Thu
40%
41
41
41
41
Weekly Expected Patients Oct-09
Mon
Tue
Wed
Thu
40%
40
40
40
40
Weekly Expected Patients Nov-09
Mon
Tue
Wed
Thu
40%
40
40
40
40
Weekly Expected Patients Dec-09
Mon
Tue
Wed
Thu
40%
42
42
42
42
Fri
60%
81
Sat
Sun
81
81
Fri
60%
79
Sat
Sun
79
79
Fri
60%
81
Sat
Sun
81
81
Fri
60%
84
Sat
Sun
84
84
Operational Plan
Operational Plan includes Process Diagram & Explanation, Locations Analysis, Facility
Layout, Inventory Management, and Weekly Schedule of Doctors.
Process Diagram & Explanation:
From the patients perspective, there are three types of cases. These scenarios are explains
one by one as under.
Scenario 1:
It illustrates four processes known as patients then diagnosis then medical store and at
last the patient will leave. The flow chart is shown below.
Patients
Diagnosis
15 minutes
Medical store
5 minutes
Discharge/leave
In this case, first the patients will reach the doctor for the diagnosis. It will take 15
minutes, and then the customer will move to the medical store. It will take 5 minutes.
After that the patient will leave the hospital. Two doctors will stay for sixteen hours in the
whole day. Each doctor will spend eight hours including one hour for visiting the ward.
After careful calculation
Capacity 840/15 = 56 patients which includes 32 patients of morning and 24 patients of
evening time. Here 840 minutes are the total time and 10 minutes is the time for patient
diagnosis.
Lead time = 20 minutes
Cycle time = 15 minutes
Bottle neck is Diagnosis time which is 15 minutes.
Scenario 2:
It explains six different processes from patient in to patient out. This process also
includes the laboratory test. The flow chart is shown below.
Patients
Discharge /
leave
Diagnosis
15 minutes
Lab test
2 hours
Medical store
5 minutes
Doctor / Diagnosis
15 minutes
In this process, the patients first meet to the doctor. It will take 15 minutes, and then the
doctor will prescribe some laboratory test. The lab process will take 2 hours. After getting
the result from the lab test, the patient will again move to the doctor. Doctor will see the
report of lab test and then suggest some medicines. It will take 10 minutes. Then the
patient will move to medical store. 5 minutes will be consumed in order to getting
medicines.
diagnosis.
Lead time = 155 minutes

Cycle time = 15 minutes
Bottle neck is Diagnosis time which is 15 minutes.

Scenario 3:
Case1: It also contains six different processes. This step has relatively longer time as
compared to others. It is the first case of scenario 3.
Patient
s
Discharge
/leave
5 minutes
Diagnosis
15 minutes
Wards
7 days
Emergency
medicines
15 minutes
Admitted
15 minutes
This step includes the patients who are being admitted. First patient will move to the
doctor for the diagnosis in emergency condition. This process will take 15 minutes. Then
emergency medicines are provided to the patient and this step is 15 minutes longer step.
Then the staff admitted the patients and enters the data regarding to the patients within 15
minutes. Then they refer to the ward or to private room. How much patient will stay here,
It depends upon the condition of the patients. In average, it will take 7 days. At the end,
when patient is being discharge, a discharging card provide to him within 5 minutes.
diagnosis.
Lead time = 7 days and 50 minutes

Cycle time = 7 days
Bottle neck is ward time which is 7 day

Case2: It contains eight different processes like diagnosis, lab test, emergency medicines,
patient admission, etc. it is the larger step throughout all the scenarios. The process
flowchart is shown below.
Diagnosis
15 minutes
Lab test
2 hours
Admitted
15 minutes
Emergency
medicines
15 minutes
Doctor/
Diagnosis
15 minutes
Wards
7 days
Discharge /leave
5 minutes
Patient
s
In the first step, the patient will move towards the senior medical officer. This step will
take 15 minutes. Then the senior medical officer will refer for the lab test after initial
diagnosis. Within two hours, the patient will get the result. Now the patient will approach
to the specialist doctor. The doctor will see the result of test and diagnosis within 15
minutes. After analyzing the lab test, the doctor will refer for the admitting the patient.
Before admitting, emergency medicine will be provided to the patient. Then enter the
data of the patient in manual or computerized database. It will take 15 minutes. Now the
patient will remain 7 days in the ward. After getting recovery, he will be discharged. The
discharged card will be issue to him within 5 minutes.
diagnosis.
Lead time = 7 days 3 hours and 5 minutes

Cycle time = 7 days
Bottle neck is ward time which is 7 day

Scenario 4:
It contains eight different processes like diagnosis, lab test, emergency medicines, patient
admission, etc. it is the larger step throughout all the scenarios. The process flowchart is
shown below.
Patient
s
Operation
Wards
7 days
Diagnosis
15 minutes
Emergency
medicines
15 minutes
Discharge /leave
5 minutes
Lab test
2 hours
Doctor/
Diagnosis
15 minutes
(Note): The above time calculation is thorough taken on average and based on the
information gathered through interviews. In the case of exceeding patients, we will fast
the process.
Ref: 1-Dr. Gulzar Ahmad, (child specialists) DC road Gujranwala.
2-Dr. tariq Mehmood (child specialist), Munair Chowk Gujranwala.
3-Dr. Iftkhar Ahmad(child specialists), Bhuttah plaza College road Gujranwala.
4-Dr. shomaila Imran (child specialists), college road Gujranwala.
Location Analysis
Factor
Accessible by People
Land and Construction
Intensity of Need
Employee Preference
Environment
Factor Analysis
Location 1
Location 2
Weight Rating Total Rating Total
0.25
4
1
4
1
0.2
3
0.6
3
0.6
0.25
4
1
4
1
0.2
4
0.8
3
0.6
0.1
3
0.3
3
0.3
Total Points
3.7
3.5
Location 3
Rating Total
4
1
3
0.6
2
0.5
4
0.8
2
0.2
3.1
Note:
Location -1 = G.T Road near Friends Hospital
Location -2 = High Way Road Near Khiyali
Location -3 = Zero Point Satellite Town
Description:
Three different locations that are GT Road near Friends hospital, High way road near
Khiyali chowk and zero point Satellite town selected for analysis. Based on different five
factors, these above locations are being analyzed. These factors are assessable by peoples,
land and construction, intensity of need, employee preference and environment and
assigned weight are 0.25, 0.20, 0.25, 0.20, and 0.10 respectively. After assigning the
weights and rating to different factors, the location with the highest points was selected
that is GT Road near Friends hospital.
Note: the weight that is given against the factors and the rating that is given against the
location are subject to the comprehensive interviews and discussion
Facility Layout
Ground flour:
It covers many different areas. It contains doctors rooms, intensive care unit, patients
rooms, emergency area, a general ward, receptionist, waiting area, medical officer room,
x-ray room, medical store, stairs, washrooms and parking area which contains play
ground for children, attendant room, canteen etc. we will discuss it one by one. There are
also five feet street on the each side of the hospital.
Patients private rooms:
There are five patient beds on the back side. Each room covers 8 feet in front and 10 feet
in length. These rooms will be fully facilited. Beside the patient bed, there will be a
attendant sofa, a bed draw to store the medicine and other necessities of life. These
patients bed will fully air conditions. Refrigerators are also theres to facilitate them.
These patients rooms have attached washrooms.
Intensive care unit:
This room is for emergencies cases is covers 8 feet in front and 10 feet in length. This
room situated is the front of emergency area and contains a patient bed, IV stand, noblizer
etc.
Oxygen and Generator Room:
These two rooms are like store rooms. Oxygen room contains an oxygen plant and
through this plant the oxygen will be supplied to all the patient beds in private rooms as
well as in general wards. The generator room will be used for emergency in case of load
shedding.
Emergency Area:
The emergency area contains a receptionist and a store like small room. This room will
be fully equipped will all emergency medicines, noblizer, instrument tray etc. In the case
of emergency, the staff will use these medicines. The staff will be there for 24 hours to
handle any critical situation.
General Ward:
The general ward is for those peoples who are unable to bear the expense of a private
room. It covers almost 23 feet in width and 30 feet in length. 10 beds are capacity for this
general room and it consist 10 patient beds along with draws, IV stands and attendant
seats. This room also contains two air conditions for the summer season.
Waiting Area:
It is an open hall for those peoples who diagnosed their children. This area is almost 30
feet in length and 25 feet in width. It is also fully air condition. It will contain almost 30
chairs and sofas for the parents and attendant. There is a small portion of receptionist in
the waiting area. The receptionist is there in order to help the people.
Doctor Room:
On the left side, there is doctor room. It is big room because there is also a portion for
doctors guest. The guest room covers an area of 60 square feet and doctor room covers
an area of 90 square feet. In guest room, there are sofas. An examination coach, a doctor
stool, baby weighing machine, blood pressure machine will be there in doctor room.
These rooms are also air conditions.
Admin Room:
The purpose of this room is to handle and maintain different management activities of
hospital. It covers 90 square feet. It contains the basic necessities.
Meeting Room:
This room will be used for the meeting among all the staff of the hospital, meetings are
necessary whenever admin or chairman want to discuss something with all the staff of the
hospital. This room can also be used for the training purpose of the employees of the
hospital. It contains many chairs and a round table. It covers 90 square feet.
Wash-Room:
There are total 17 washrooms in the hospital, 1 washroom is assigned to each private
room and there are 10 private rooms for the patients, 2 washrooms are assigned to the
general wards and others are for the use of doctors. Washroom for male and female are
separate.
Medical Store:
It is located on right corner of front area. It is like a room having 80 square feet area. All
the medicines will be available there especially favorable for children. We will outsource
the medical store.
X-Ray Room:
It is a very small room on the left of medical store. It is an air condition room. It is fully
equipped. It has X-ray machine known as (MA 100) and a sub room known as dark room
with all type of accessories.
Parking Area:
It is the largest area of the hospital. It is 73 feet in front and 20 feet in length. In other
words, it covers 1460 square feet. There are three small portions on the right side known
as canteen, attendant room and a small play ground for the children. It has two different
gates on the right and the left side. Right gate is for in and second is for Out. The parking
area has capacity of twenty five cars and a number of bikes.
First Floor:
This floor also covers many areas. It contains Operation Theater, store, family planning
rooms, general ward, nursery room, washrooms, receptionist and laboratory. We will
discuss one by one.
Operation Theater:
Operation Theater covers 240 square feet. This room is made for the minor operations of
the babies. This room is equipped with the basic machines and with the basic accessories
for the operation.
Family Planning Rooms:
Two rooms having an area of 180 square feet are for the family planning purpose because
search shows its importance. We will provide the rooms without any necessity.
General Ward:
It also contains the same specifications as on the ground floor. It covers the same area and
the same number of beds.
Nursery Room:
This room is like a ward. This room is for the babies having age less than one month.
This room is divided into three different portions. One is feeding room and the next one
is nursing room and the last one is nursery ward. Nursery ward covers the larger area as
compared to feeding and nursery room. Nursery ward consist four machines known as
incubator for premature baby, informer for maintaining the temperature, sucker for
controlling the breath and phototherapy machine. It is also air conditions room. It also
contains patients beds, IV stands etc.
Laboratory:
It is on the right corner. The purpose is to facilitate the peoples by doing different test
which will help in diagnoses. Different machines will use in order to do test known as
chemistry analyzer machine, microscope machine, sandifuge machine and water bath
machine. There will also be other accessories of laboratory known as regents, glass tubes,
flasks etc.
Inventory Management:
Patients are considered as inventory in hospital industry. We managed inventory per 4hours basis, to make sure that no patient will
wait for his/her turn more than 30min. Which is one of our competitive edge. After comprehensive discussion with the child specialists
from Gujranwala and Lahore, we conclude that 15% of the daily cases arrive in the child hospitals from 8:00am to 12:00pm, 30% of
the patients arrive from 12:01pm to 4:00pm and from 4:01pm to 8:00pm. 20% of the cases arrive from 8:01pm to 12am, and only 5%
of the patients arrive for check-up at late night. Sum of daily indoor and outdoor patients are considered as the total daily patients and
are distributed according to their percentages which are assigned after the discussion with the child specialists.
Operational Plan
Week of Jan-09
Patients
8:00am - 12:00pm
12:01pm - 4:00pm
4:01pm - 8:00pm
8:01pm - 12am
Late Night
Mon
5
11
11
7
2
Tue
5
11
11
7
2
Wed
5
11
11
7
2
Thu
5
11
11
7
2
Fri
11
21
21
14
4
Sat
11
21
21
14
4
Sun
11
21
21
14
4
Week of Jun-09
Patients
8:00am - 12:00pm
12:01pm - 4:00pm
4:01pm - 8:00pm
8:01pm - 12am
Late Night
Mon
6
12
12
8
2
Tue
6
12
12
8
2
Wed
6
12
12
8
2
Thu
6
12
12
8
2
Fri
12
24
24
16
4
Sat
12
24
24
16
4
Sun
12
24
24
16
4
Week of July-09
Per 4-HOURS Patients Inventory Management

Mean Std X-Std
M to Th (8am-8pm)
9
3
6
F to Su (8am-8pm)
18
6
12
X+Std
12
24

Mean Std X-Std
M to Th (8am-8pm)
9
3
5
F to Su (8am-8pm)
20
7
13
X+Std
12
27
Patients
8:00am - 12:00pm
12:01pm - 4:00pm
4:01pm - 8:00pm
8:01pm - 12am
Late Night
Mon
7
13
13
9
2
Tue
7
13
13
9
2
Wed
7
13
13
9
2
Thu
7
13
13
9
2
Fri
13
26
26
17
4
Sat
13
26
26
17
4
Sun
13
26
26
17
4
Week of August-09
Patients
8:00am - 12:00pm
12:01pm - 4:00pm
4:01pm - 8:00pm
8:01pm - 12am
Late Night
Mon
7
13
13
9
2
Tue
7
13
13
9
2
Wed
7
13
13
9
2
Thu
7
13
13
9
2
Fri
13
27
27
18
4
Sat
13
27
27
18
4
Sun
13
27
27
18
4
Week of Oct-09
Patients
8:00am - 12:00pm
12:01pm - 4:00pm
4:01pm - 8:00pm
8:01pm - 12am
Late Night
Mon
6
12
12
8
2
Tue
6
12
12
8
2
Wed
6
12
12
8
2
Thu
6
12
12
8
2
Fri
12
24
24
16
4
Sat
12
24
24
16
4
Sun
12
24
24
16
4
Week of Dec-09
Patients
8:00am - 12:00pm
12:01pm - 4:00pm
4:01pm - 8:00pm
8:01pm - 12am
Late Night
Mon
7
13
13
9
2
Tue
7
13
13
9
2
Wed
7
13
13
9
2
Thu
7
13
13
9
2
Fri
13
26
26
17
4
Sat
13
26
26
17
4
Sun
13
26
26
17
4
X-Std
7
14
X+Std
15
29

Mean Std X-Std
M to Th (8am-8pm)
10
5
5
F to Su (8am-8pm)
20
9
11
X+Std
15
29

Mean Std X-Std
M to Th (8am-8pm)
10
4
7
F to Su (8am-8pm)
20
7
13
X+Std
14
27

Mean Std X-Std
M to Th (8am-8pm)
11
4
7
F to Su (8am-8pm)
22
8
14
X+Std
15
29
M to Th (8am-8pm)
F to Su (8am-8pm)
Mean
11
22
Std
4
8
Weekly Schedule:
The following table represents the weekly schedule of child specialists, senior medical officers and medical officers. Weekly schedule
of the doctors is prepared according to results of the inventory management tables, which shows we need 1 doctor in each shift from
Monday to Thursday to assure that no patient will wait more than 30min for their turn. In table-1 of weekly schedules there is only 1
doctor that will handle all the cases from Monday to Thursday. And there are 2 doctors in each day from Friday to Sunday. In this table
S represents the child specialist, SMO represents senior medical officer and MO represents medical officer. Moreover the assigned
numbers which can be see after s-1, smo, mo-2, these number shows 1st Specialist, 1st Senior Medical Officer and 2nd Medical Officer.
Weekly Schedule for Child Specialist Year-2009
Mon
Tue
Wed
Thu
Fri
Sat
Sun
1st Shift
s-1
smo
s-1
s-1
s-1, mo-1
s-1, mo-1
s-1, smo
2nd Shift
s-2
s-2
smo
s-2
s-2, smo
s-2, smo
s-2, mo-2
3rd Shift
mo-1
mo-1
mo-1
smo
mo-2
mo-2
mo-2
Doctors are not allowed to get their vocation in the last three days of week, because from Friday to Sunday, we are have loads of
patients in our hospital and we need all the staff on duty to manage these patients. The decision of weekly vocational plan is taken
after the interviews with many child specials and discussion with the experts of child care industry. And how we manage to convince
the doctors to follow our vocational plan will be discussed in the Human Resource Plan.
Human Resource Plan

Human Resource Objectives:
To create an impressive corporate culture for quality service delivery.
To provide maximum benefits to retain all the employees.
To create flexible rules and polices to motivate them in their daily operations.
Human Resource Manual:

CHILD CARE is a professionally managed unit, equipped with a team of skilled and
dedicated doctors and paramedical staff. All the staff members would have CHILD
CARE, BADGES that would have their names, their position and blood group.
Human Resource Planning

Human Resource Department
Training & development
Developmental
tests
Benefit
&
Compensation
Grievances
&
patient feedback
Recruitment & Selection
Conference
Arrangement
Job
placements
Health & Safety
Examination
Short listing
Interviews
Building security
-guidelines &
equipment (fire
extinguishers)
Apparatus/equipment
related security
Mentoring &
Manuals/Policies
Mentoring of new entrants
Manual design,
creation, updating
Hiring Criteria
1
Selection Tests:
The selection techniques applied would be specific to the field of qualification.

However background investigation including the certification of educational
qualifications from qualified universities, and medical clearance certificate would be
applied in any case.
2
Interview:
A structured interview with open questions as required would be conducted specific

to each field of qualifications of the applicant. It would rather be a panel interview
having 4 to 5 members from different fields: physician, specialist, registered nurse
and a person from administration (a Program Director).
Some general questions specifically regarding the medical ethics and protocols,
reasons for choosing medicine, and this particular hospital?
Checking personal suitability, confidence, teamwork abilities, etc. asking about
hobbies and interests. Also questions regarding, why we should hire you, and how can
you be beneficial for the hospital and faculty.
Training & Development:
The training program is an active program involving activities in the form of lectures,
patient's management, clinical research and participation at various developmental
activities locally and nationally. Definitely the physicians, nurses, and technicians
registered would have the background qualification and training in their respective fields.
However training for development with regards to the modernization in medicines,
machines, and treatment procedures would be more emphasized in CHILD CARE
Training would also be specific to position compensating the minute deficiencies
indicated in performance appraisal.
In general, every year during contract renewal staff would be asked to sit in tests on
recent developments in their respected fields. The results would highlight the
discrepancies upon which they can be trained through in-house conferences, or allowed
to attend any external conferences that may aid their knowledge. Upon any dramatic
development they may also be send to attend internationally held conferences. Or
international consultants may be welcomed to give preview on the latest developments. A
handbook regarding to the specific functions would be handed over to each for easy
access. The handbooks would be reviewed after every 5 to 6 months in order to update
any research-approved developments.
Specialists would always have an opportunity to attend other hospital (national or
international) worth conferences. Further research would always be encouraged. 75% of
expenses regarding the tickets, and accommodation would be contributable by the
hospital.
General physicians and registered nurses would be involved in an in-house conferences
and lectures by consultants either from in-house or other affiliated hospitals. The
conferences would be held every two months totaling into six in a year. All the charges
regarding the conferences would be beard by the hospital.
Nurses would be given lectures not only regarding the patient care but also on the
operations of the dialysis machines and other operational equipments.
On the job training (and learning by observing) would always be encouraged. In order
to have broader scope and experience specialist, physician, and registered nurse would be
given rotations to other affiliated hospitals.
Compensation and Benefits:

Our benefits for staff include ways of working that fit in with the personal responsibilities
and needs making working life easier, more enjoyable and healthy. We would have a
fixed base-pay amount and would totally discourage the productivity-based amount
(variable, which means it fluctuates based on the amount of revenue brought in by a
doctor).
1
Working Criteria:
On the contract at the beginning of the year, the staff would be allowing to define
the time of the day they would be feasible to work. However each would be
required to serve 8 hrs a day. After the suggestions of preferred timing from the
stuff, a working schedule would be displayed on the notice board and also
emailed.
Vocations/ Leaves:
A specific vocation form would have to be submitted before a month time in

which it has to be indicated about the person in substitution who would be
working in place and with that persons signature on that form.
Two weeks vocation excluding the public holidays. If one does not avail the public
holiday at the specific time, he can always accumulate them at the end with other twoweek holidays.
Doctors: two weeks holidays. They would not be provided with the public
holidays opportunity and would be compensated (5% respected salary) for that.
Paramedical staff: 1-week holiday. No public holidays.
However an emergency leave with approval would always be accepted at times of urgent
and unforeseen need by the provision of paid or unpaid leave, according to the
circumstances
Financial Benefits:
We would be keen to support staff with a number of financial benefits and advice provided directly by the child care administration. They include
1. Provident Schemes: On retirement they would get provident fund, which would
be based on their salary at retirement. Staff would contribute of 6% per month.
The ADMIN would contribute an additional 6% of their respective salaries
towards the pension.
2. Health care Benefit Scheme: Medical for the staff would be compensated 50%.
Claims must be submitted in terms of forms with doctors prescription and
medication details. If a staff member while working in child care department
suffered from any disease they would be cured at the hospital with only 25% of
charge, the rest 75% would be contributed by the hospital.
3. Staff Health Centre: Dignity at Work: to tackle discrimination and harassment

and therefore improve diversity.
4. Staff Health & Welfare: Administration of the child care centre takes the health
and safety of its staff very seriously:
a. Leisure and social facilities: The membership to affiliated leisure
club would be opened at low cost to all staff.
b. Cafes (10% compensation with pre-packaged Doc-meal)
5. Grievance & Patients Feedback:
Patients feed back or other problems; related forms would have to be filled up.
Immediate action on either side (doctor/patient) would be taken.
Reporting could be done through immediate face-to-face consultation, or through

e-mail, or mailed-forms.
6. Health &Safety: Building fire exits: all the corridors would be having signs
directing towards the fire exit and fire extinguishers. Each room would have the full
fledge map in case of fire exit. The doors would be opened towards outward direction.
1
Medical related equipment would be checked that whether the safety manuals
included. The technicians would be called immediately to respond to the incurring
defect.
Building and equipment would be insured.
Corporate Culture
Every one has personal responsibility for safety as outlined in the child specialist
safety policy and has to follow the rules and policies that are described below that
rules and policies would be very helpful to fulfill our mission and to create the good
name of our child care centre.
1: Appearance: Professionalism is at the core of identity. The appearance of doctors and
other staff should be professional by their appearance and by their acts to contribute the
in the core identity of hospital.
2: Attitude: A passionate, caring and winning attitude is basic requirement of a child care
hospital so every staff member has to build these qualities to serve the hospital.
3: Excellence: Every ones performance should be excellence tot meet the standard of
child care hospital according to the vision we have make.
4: Integrity: Fairness, honesty and dignity are at the heart of the successful relationships
so staff should be honest to their duties from all the aspects like timings and performance.
5: Pride: Its the personal commitment that every one to the organization for sake of
realize their full potential and the self-esteem, confidence they gain from having
completed a job well done.
General Policies:
Pursue organizational excellence in all that we do to improve the patient

experience and deliver high-quality services both directly and indirectly
associated with patients within a safe environment.
Achieve all statutory and plan targets while complying with good governance
practice and taking account of Standards for Better Health and the
opportunities for innovation.
Develop a truly patient-focused service by putting in place Trust-wide tools

and systems to allow services at departmental level to engage well with
patients and the public. Commit to continuous improvement based on
feedback from patients, staff and the communities that we serve.
Work in partnership with other health partners to improve the management of

our patient workload and associated processes, while sustaining the optimum
pace of service delivery.
Secure the benefits of new staff contracts, and demonstrate the value placed
on staff through the provision of Trust-wide appraisal, training and personal
development.
Dress of the staff:

Doctors wear a white long on their dress there is no uniform restriction for the medical
staff expects a white coat. The logo of the hospital would be printed on the right side of
front of the coat.
Non medical staff:
Nurses: their dress would be white shalwar kameez with blue scarf and would
take green scarf for the identification of her seniority.
Ward boys: blue suite (V-neck T- shirt with trousers) with logo print on their
backs.
There is not any restriction on wearing the uniform for the staff other than doctors and
paramedical staff.
Medical Ethics:
Confidentiality, Data Protection, computer use and patient records
Confidentiality:
ALL child care staff is expected to be familiar with the Confidentiality and Data
Protection policies and procedures.
It places great emphasis on the need for the strictest confidentiality in respect of
personal health data. This applies to manual and computer records and
conversations about patients' treatments. Everyone working is under a legal duty
to keep patients' information, held in whatever form, confidential.
Patient information, as well as obvious material such as medical records, includes

non-health information (e.g. a patients name, address, date of birth, details of
his or her financial or domestic circumstances) provided by the patient, and added
to by staff, a relative or other person.
Patients have a right to know what is happening to their information. Posters and
leaflets advising patients of uses of their information should be displayed in
public areas.
Patients can request a copy of personal information held about them.
Deceased patients' information is also treated as confidential. Disclosure of

deceased patients' information must be a matter for individual decision by the
clinician.
Data Protection Principles:

Personal data shall be adequate, relevant and not excessive in relation to the purpose(s)
for which they are processed.
Personal data shall be accurate and where necessary kept up to date.
Personal data processed for any purpose(s) shall not be kept for longer than is
necessary for that purpose.
Justify the purpose: every proposed use or transfer of patient-identifiable

information within or from an organization should be clearly defined and
scrutinized, with continuing uses regularly reviewed by an appropriate guardian.
Don't use patient-identifiable information unless it is absolutely necessary:

Patient-identifiable information items should not be used unless there is no
alternative.
Use the minimum necessary patient-identifiable information: where use of

patient-identifiable information is considered to be essential, each individual item
of information should be justified with the aim of reducing identifiably.
Access to patient-identifiable information should be on a strict need to know

basis: Only those individuals who need access to patient-identifiable information
should have access to it, and they should only have access to the information
items that they need to see.
Everyone should be aware of their responsibilities: Action should be taken to

ensure that those handling patient-identifiable information - both clinical and nonclinical staff - are aware of their responsibilities and obligations to respect patient
confidentiality. Failure to maintain patient information in a confidential manner

can result in disciplinary proceedings being taken against a member of staff
Computer Use: Computers are used only for treatment purposes, are password
protected, virus checked and measures are taken to prevent access via e-mail or
the Internet, unauthorized access and integrity of data is clearly protected.
All information recorded on the computer system must be in real-time. For

example, this ensures that when beds are available the Bed Managers are aware of
them.
Patient Records: All patient information must be checked for accuracy each time
the patient attends an appointment or is admitted. It is imperative that the patients
correct general practitioner (GP) is recorded so that follow up information can be
sent to him/her. Next-of-kin and emergency telephone numbers must always be
checked and recorded on the computer as well as in the patients' case-notes.
Policies for Incomings:

People entering the Hospital must switch off their mobile telephones because these
phones can adversely affect some of the medical equipment in the Hospital.
The Hospital has a No Smoking policy, which means that smoking is not allowed
anywhere inside the buildings. This applies to patients, visitors and staff. Because
smoking damages the health of smokers and non-smokers, tobacco is not sold on the
premises.
Emergency:
A number of Emergency patients do not require a proper admission procedure

to admit in the hospital. These patients must be having emergency forms
before admitted to a hospital bed or wait in Emergency.
Time Consult: A Capital Health policy has been developed which would
ensure specialists provide a consult to patients in Emergency within 1- hours
of the request. Less time awaiting consultation means patients are provided
with the next level of care sooner and beds in Emergency becomes available
faster.
Liaison Nurse: The hours that a nurse is available to communicate between

patients in the Emergency waiting room and Emergency Department staff
would be increased. By enabling more communication between those waiting
for care and those delivering care, both patients and physicians have access to
timely and relevant information.
Infection Control: More ward boys would be added so that areas where
patients with infections are treated can be cleaned quickly to reduce
turnaround time for beds. As well, more educational support would be
provided to staff in ways to reduce the risk of infection.
Discharge Lounge: Patients at the DGH who have been discharged from an
inpatient unit and are awaiting family/friends to take them home would wait in
a lounge rather than a hospital bed.
Information Systems: An Emergency Department Information System is

currently being implemented. Real-time wait time information would improve
performance over the short-term.
Recruitment & Placement:

Our child care centre would be staffed with 12 registered nurses alert in different areas of
the hospital, two full-time child specialist, for each shift, a lady gynecologist, medical
superintend, and some consultants, all of them with long experience in child care.
Job Analysis
Personnel Planning & Recruiting:
Applicants would be welcomed throughout the year (only specialists). Other staff is
invited in the specific month in a year according to the requirement. On spot selection
test, the applicant would wait for confirmation call (if qualified the test) and would then
be given interview date. Advertisements would be issued based on the number of

vacancies available.
Contract:
A year contract - more like a permanent job but every year the contract would be
reviewed followed by the performance evaluation.
Schedule:
The hospital would be 24 hr - 7 days a week service provider. The permanent
faculty that includes administration working under the specific functional units
would be required to pay services from 8 am till 4pm every day.
1. Two shifts of doctors would be there to fulfill the requirement of giving 24-hrs
services. There would be two doctors at the same time and in the second shift
the other two. Every doctor at the beginning would have to define his hours of
work every day completing a total of 8 hrs /day.
2. Paramedical staff: basically the24 hr day would be also divided into 2 shifts.
Every staff member would be rotated around all the two-shift hrs weekly
shifting schedules would be displayed on the staff boards.
Employment Planning and Forecasting:

Employment
Planning &
Forecasting
Recruiting
Building a pool
of candidates
Applicants
complete
application form
Use selection tools

like tests to screen
out most applicants.
We would be having the following staff in our child hospital
Supervisors & others

interview final candidates
to make final selection
Specialists
Consultant
Nurses
Technician
Paramedics (Emergency Staff)
Clerk
Staff and their Salaries

Staff Position
Number of Salaries
Employees
Specialists
M.B.B.S (Child specialist)
Senior Medical Officer
Medical officers
50,000
35,000
22000
18
7,000
6000
Nurses
Registered
Intensive
Practical
Nurse
Care
Unit
Care/Emergency)
Ward Boys
(Surgical,
Critical
Administrator
P.R Officer
20000
Accounts manager
15000
Security Guards
6000
Sweeper
6500
4000
Job Descriptions
Child Care
Specialist
Job Title:
Department:
Children Care Department
Location:
CHILDCARE, Pakistan
Hours of Work:
8hrs in a day
Reporting to:
HR manager
Job Purpose:
To demonstrate the ability to formulate guidelines for practice that is appropriate

and experience-based, using the skills developed in caring for children with renal
diseases & dialysis.
To carry out in a responsible and efficient way, he is the fully responsible of all the
patients in his shift no matter how much the strength is being increased.
To assume responsibility for managing a shift as and when deemed necessary,

according to the occurrence of emergency.
Key areas of responsibility:
Under the direction of the best & updated learned skills, to complete the first level
assessment of the patient's needs and document these on the care plan.
Using the information obtained from nursing history assessments and from
subsequent observations, to identify the patient's individual nursing problems and
needs, and to plan and implement care because they are responsible for all the needs
of the patient when he or she is on the duty.
To be aware of the side effects of any treatment in progress, and adopt a

problem-solving approach to minimize the potentially adverse reactions.
To demonstrate a positive, realistic and supportive attitude with the patient to

ensure that physiological, psychosocial, spiritual and cultural needs of the patient
and family are met.
To promote a safe clinical environment for all patients, visitors and staff.
Nurses
Job Title:
Nurse
Department:
Dept of Nursing
Location:
CHILDCARE, Pakistan
Working Hours:
8 hrs per day
Reporting to:
Executive Nurse
Job Purpose:
To demonstrate the ability to formulate guidelines for practice that is appropriate

and experience-based, using the skills developed in caring for patients with renal
diseases & dialysis.
To carry out in a responsible and efficient way, the management strategies for
patients which have been drawn up in conjunction with the Executive Nurse.
To assume responsibility for managing a shift as and when deemed necessary, by

the Executive Nurse.
Key areas of responsibility:
Under the direction of the Senior Nurse, to complete the first level assessment of
the patient's needs and document these on the care plan.
Using the information obtained from nursing history assessments and from
subsequent observations, to identify the patient's individual nursing problems and
needs, and to plan and implement care.
To set goals for each of the identified nursing problems, encourage and teach other
nursing staff to do the same.
To facilitate the patient and family participating in the planning of care. To assist
with teaching in preparation for investigations, treatment and home care.
To be aware of the side effects of any treatment in progress, and adopt a

problem-solving approach to minimize the potentially adverse reactions.
To document care given and discuss progress, condition and treatment with
colleagues and in particular with the Senior Nurse.
To participate in the Clinical Unit strategy for patients undergoing clinical trials.

ensure that physiological, psycho-social, spiritual and cultural needs have the
patient and family are met.
To assist more senior members of the nursing staff in the organization and
management of the clinical area ensuring that the principles of individualized
nursing care are maintained.
To promote a safe clinical environment for all patients, visitors and staff.
To demonstrate an awareness of her role as a specialist nurse in the education of the

patient, colleagues and the public.
Sweeper
Job Title:
Sweeper
Department:
Maintenance department
Location:
CHILDCARE, Pakistan
Hours of Work:
6 hrs in a day
Reporting to:
Maintenance advisor
Job Purpose:
To carry out cleanliness in a responsible and efficient way, as drawn up in

conjunction Maintenance department.
To assume responsibility for managing a shift as required.
Key Areas of Responsibility:

ensure that the needs of the patient and family are met.
To promote a clean clinical environment for all patients, visitors and staff.
If he gets any type of paper having hospital sign, he should contact to the senior
nurse or any member of paramedical staff.
Management Hierarchy of CHILD CARE UNIT
CHAIRMAN
Administration/
HR
Accounts
Technicians
Public
relation
Security
Guard
NON MEDICAL STAFF
Specialist
Sweepers
Nurse
Staff
Medical
officer
Sweepers
MEDICAL STAFF
Career Path
Medical staff:
Senior
Professor
Associate
Professor
Demonstrator
Specialist
Medical
Medical
officer
This would be the career path of the medical staff in shape of reward also from the
hospital to retain them and be honest and loyal to the hospital. It would depend upon their
performance toward their work they show and knowledge they gain in a specific period
of time. This change in the title will also increase in their salary.
The fields which are up to the Medical Officer have the purpose when business expand
and the hospital is able to make a medical school or college then it required professors
which we would already have with the help of giving them opportunities to more
knowledge internationally as well as nationally.
Non Medicle Staff:
Initial stage
infect the
learning and
training
stage start
work and
learn more
After the
training, start
work ingroup for
sake of
knowing that
how to work
in a group
and how to
lead it.
Having
showed good
performance
in the group
he or she
would
become the
head of all
the staff of a
specific
After passing
thought all
the stages
which teach
ones how to
handle
people in the
different
situation, he
or she would
become
senior of all
the staff of
his work
This promotion process would be for all the non-medical staff. Nurses ward boys,
maintenance staff etc. they would be promoted by showing performance according to the
standard of the hospital rules. Their salaries would be increase with the promotion.
Financial Plan
Projected Income Statement
Revenues
(Note-1)
Year 2009
Year 2010
Year 2011
Year 2012
Year 2013
17712264
20369104
23424469
26938140
30978860
9967595
10684834
10967938
11911829
12977393
7744669
9684270
12456531
15026311
18001467
Profit Before tax
7744669
9684270
12456531
15026311
18001467
Less Income Tax @ 20%
1548934
1936854
2491306
3005262
3600293
Net Income After Tax
6195735
7747416
9965225
12021049
14401174
Less Operating Expense
(Note-2)
Operating Profit
Add other Income or Less other Expense
Description:
Income statement consists of particulars of revenues, expenses, other income or other expense, profit before tax, profit after tax and
net income after tax. It gives us the income of five years. According to companys ordinance, the organization having more than one
million incomes, 20% tax will be applicable. Revenues increased by 15% and expenses increased by 10%. So it is increasing trend.
The income for each year is 6.1 million, 7.7 million, 9.9 million, 12 million and 14.4 million respectively.
Projected Balance Sheet
Current
Year
Year 2009
Year 2010
Year 2011
Year 2012
Year 2013
Capital and Reserves

Capital
Profit
40000000
0
40749992
6195735
47008188
7747416
54801157
9965225
63818287
12021049
75805838
14401174
Total Owner Equity
40000000
46945727
54755604
64766382
75839336
90207012
436000
501400
576610
663101
762565
40000000
47381727
55257004
65342992
76502437
90969577
Net Fix Assets (Note-3)

Pre-operating Cost
38250300
551800
37091190
551800
35932080
34772970
33613860
32454750
Total Non Current Assets
38802100
37642990
35932080
34772970
33613860
32454750
Cash and bank balance

Other Current Assets( Loose Tools)
1197900
0
8988745
749992
18512471
812453
29684335
885687
41911544
977033
57756349
758478
Total Current Assets
1197900
9738737
19324924
30570022
42888577
58514827
40000000
47381727
55257004
65342992
76502437
90969577
Liabilities
Total Capital and Liabilities
Non Current Assets
Current Assets
Total Assets
Description:
Balance sheet consists of two parts. One is about capital, reserves and liabilities and the second one consists of current assets and non
current assets. The total capital is 40 million at the start. There is no liability for any year. We will purchase loose tools of different
amount in each year. Pre-operating expenses are divided into two years.
Cash Flow Statement
Net Profit
Add: Depreciation
Amortization
Change in Working Capital
Year 2009
Year 2010
Year 2011
Year 2012
Year 2013
6195735
1357302
551800
-313992
7747416
1221571
551800
2939
9965225
1085840
12021049
950109
14401174
814379
120799
-743949
-113400
Cash Flow from Investing Activities
Cash Flow from Financing Activities
Net Cash Inflow
7790845
9523726
11171864
12227209
15068655
Add: Opening Balance
1197900
8988745
18512471
29684335
41911544
Cash Balance at the End
8988745
18512471
29684335
41911544
56980199
Description:
Cash Flow Statement shows the actual moment of cash in the business entity; our cash flow statement indicates a positive direction of
our business because cash at the end of every year is positive in figure and increasing with a significant trend.
Notes to the Accounts

Note # 1
Revenue
Year 2009
Year 2010
Year 2011
Year 2012
Year 2013
Indoor
Outdoor
Laboratory
Canteen
Medical Store
Parking
Surgeon Revenues
Total Revenues
8,178,888
5,476,608
912,768
300,000
360,000
180,000
2,304,000
17,712,264
9,405,721
6,298,099
1,049,683
345,000
414,000
207,000
2,649,600
20,369,104
10,816,579
7,242,814
1,207,136
396,750
476,100
238,050
3,047,040
23,424,469
12,439,066
8,329,236
1,388,206
456,263
547,515
273,758
3,504,096
26,938,140
14,304,926
9,578,622
1,596,437
524,702
629,642
314,821
4,029,710
30,978,860
Note # 2
Expenses
Year 2009
Year 2010
Year 2011
Year 2012
Year 2013
Doctor Shares
Salary of Provident Employees
Salary of Remaining Employees
Electricity Expenses
Generator Fuels
Gas Expenses
Depreciation
Maintenance Cost
Registration
Legal Cost
Other Operating Expenses
Amortization of Preliminary Expenses
Laboratory Cost
Contribution to Provident Fund
Cafes Expenses for Staff
Medical Campus and Vaccination
1,382,400
3,794,400
744,000
360,000
36,000
48,000
1,357,302
70,461
20,000
20,000
80,000
551,800
228,192
571,200
453,840
250,000
1,589,760
4,173,840
818,400
396,000
39,600
52,800
1,221,572
77,507
1,828,224
4,591,224
900,240
435,600
43,560
58,080
1,085,842
85,258
2,102,458
5,050,346
990,264
479,160
47,916
63,888
950,111
93,784
2,417,826
5,555,381
1,089,290
527,076
52,708
70,277
814,381
103,162
22,000
88,000
551,800
251,011
628,320
499,224
275,000
24,200
96,800
26,620
106,480
29,282
117,128
276,112
691,152
549,146
302,500
303,724
760,267
604,061
332,750
334,096
836,294
664,467
366,025
Note # 3
Fix Assets
Machinery
Land
Building
Office Equipment
Other Equipment
Preliminary Expense
Furniture Expense
Current
Year
1,557,50
0
15,000,00
0
19,236,00
0
1,155,20
0
847,40
0
551,80
0
454,20
0
Year 2009
1,401,75
0
15,000,00
0
18,658,92
0
924,16
0
720,29
0
551,80
0
386,07
0
Year 2010
Year 2011
Year 2012
1,246,00
0
15,000,00
0
18,081,84
0
693,12
0
593,18
0
1,090,25
0
15,000,00
0
17,504,76
0
462,08
0
466,07
0
934,50
0
15,000,00
0
16,927,68
0
231,04
0
338,96
0
317,94
0
249,81
0
181,68
0
Year 2013
778,750
15,000,00
0
16,350,60
0
211,850
113,550
Horizontal and Vertical Analysis

Horizontal Analysis
Year 2009
Year 2010
Year 2011
Year 2012
Year 2013
Revenues
100%
115%
132%
152%
175%
Less: Operating Expense
100%
107%
110%
119%
130%
Operating Profit
100%
125%
161%
194%
232%
0%
0%
0%
0%
0%
Profit Before Tax
100%
125%
161%
194%
232%
Less: Income Tax @ 20%
100%
125%
161%
194%
232%
100%
125%
161%
194%
232%
Add: Other Income or Less Other Expense
Description:
Horizontal analysis based on the years while vertical analysis based on sale. In horizontal analysis, revenues are increased by15 %,
17%, 20%and 23%respectivly. Where as net income is increased by 25%, 61%, 94%, 132% respectively.
Vertical Analysis
Revenues
Year 2009
Year 2010
Year 2011
Year 2012
Year 2013
100%
100%
100%
100%
100%
Less: Operating Expense
56%
52%
47%
44%
42%
Operating Profit
44%
48%
53%
56%
58%
0%
0%
0%
0%
0%
44%
48%
53%
56%
58%
9%
10%
11%
11%
12%
35%
38%
43%
45%
46%
Add: Other Income or Less Other Expense

Profit Before Tax
Less: Income Tax @ 20%
Description:
The vertical analysis based on revenues. The revenues of every year are considered as 100%. Every particular is find out on the based
of revenue. We divide each particular on revenue of that year. The net incomes based on revenues of each year are 35%, 38%, 43%,
45%, 46% respectively.
Ratio Analysis
Liquidity Ratios
Formulas
Current Ratio
Quick Ratio
Super Quick Ratio
= Current Assets/ Current Liability

= Quick Assets/Current Liability
= Cash & Balance/ Current Liability
Net Change in Working Capital= Current Assets-Current Liability
Year
2009
22.33
Year
2010
38.54
Year
2011
53.01
Year
2012
64.67
20.61
36.92
51.48
63.2
75.73
20.61
36.92
51.48
63.2
75.73
9302737
18823524
29993412
42225476
57752262
Year 2013
76.73
Description:
Current ratio shows how much assets are more than liability. Quick ratio also shows how much the quick assts are more than current
liability. Super quick ratio is based on cash and bank balance and the net change in working capital is current assets less current
liability.
Operating Ratios
Year
2009
Formulas
Operating Expense Ratio =
Year
2011
Year
2012
Year
2013
0.56
0.52
0.47
0.44
0.42
0.53
0.5
0.47
0.44
0.42
= Net Profit/Net Sale
0.35
0.38
0.42
0.45
0.46
= Equity/Total Assets
Fixed Asset to Equity Ratio = Fixed Asset/Equity
0.65
0.55
0.45
0.41
0.31
Fixed Asset Turnover Ratio = Sales/Fixed Assets
0.48
0.57
0.67
0.73
0.95
Admin. Expense Ratio =

Net Profit Ratio
Equity Ratio
Operating Exp./Net Sale
Year
2010
Admin Exp./Net Sale
Description:
In ratio analysis, the different ratios are used to find out the different results. The ratios which used are as followed: operating expense
ratio, admin expense ratio, net profit ratio, equity ratio, and fixed asset equity ratio and fix asset turn over ratio. Operating expense and
admin expense ratios shows that sales are increasing and expenses are decreasing. Net profit ratio shows that profit is increasing.
Equity ratio shows the same amount as there is no liability. Fix asset to equity ratio shows the depreciation in assets but equity remains
the same. In fix asset turn over ratio, the sale is increasing while fix assets are decreasing because of depreciation.
Payback Period Method
Payback Period
Year
Cash Flow (Rs)
Cumulative Cash Flow (Rs)
-40000000
-40000000
8988745
-31011255
18512471
-12498784
29684335
17185551
41911544
59097095
56980199
116077294
Description:
Payback period method examines the recovery of the total investment amount of the business, during its life, the shorter the payback
period the attractive that investment scheme is. In our business the payback period is 2 years and 5 months, which means our
investment, will be recovered from the revenues of the business within 2 years and 5 months. 40million capital is required to start the
operations of the business.

MBA Project Hospital

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MBA Project Hospital

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GIFT Business School

Punjab Child Care

Step into a healthy future

GIFT Business School

Punjab Child Care

Step into a healthy future

GIFT Business School

be well recognized as a leading child health

care centre in Punjab that takes into account the

Punjab Child Care

Step into a healthy future

GIFT Business School

Punjab Child Care

Step into a healthy future

GIFT Business School

Service Excellence: Commitment to our standards of service excellence is our

Responsibility: We accept personal accountability for the work we do and are

Communication: We promote open communication that fosters partnership

Innovation: We are committed to a supportive environment that encourages

Integrity: Honesty, fairness and self-scrutiny in everything we do, as the

Punjab Child Care

Step into a healthy future

GIFT Business School

Britannica Encyclopedia (2008) defines a hospital as an institution for diagnosis and

Punjab Child Care

Step into a healthy future

GIFT Business School

PUNJAB CHILD CARE

Punjab Child Care

Step into a healthy future

GIFT Business School

Child Care Industry

Punjab Child Care Hospital, Near Friends Hospital,

Punjab Child Care

Step into a healthy future

GIFT Business School

Punjab Child Care

Step into a healthy future

GIFT Business School

Punjab Child Care

Step into a healthy future

GIFT Business School

Population under the age of 5 (calculated by 15/5)

Expected Mortality ever Year (Thousands)

Punjab Population^^ (Thousands)

Gujranwala Population^^^ (Thousands)

Population under the age of 15 (43.4%*** of the Whole)

*World Health Organization (2008)

Punjab Child Care

Step into a healthy future

GIFT Business School

Punjab Child Care

Step into a healthy future

GIFT Business School

Punjab Child Care

Step into a healthy future

GIFT Business School

Provincial governments have focused on restructuring the mode of primary

The Ministry of Health has been implementing a Health Management Information

Pakistan has an extensive public health infrastructure, which consist of a network

Step into a healthy future

GIFT Business School

o The National Nutrition Program

Economic condition of Pakistan: