INIMS COLLEGE

(Affiliated to Bangalore University)

Internship project
Report on
“An Organizational Study”
At
KANVA DIAGNOSTIC Pvt Ltd, BANGALORE
This Report is submitted to

Bangalore University

In partial fulfilment of the requirement for the award of degree in

MASTER OF COMMERCE (FINANCIAL & ACCOUNTING)
Carried during the academic year 2019 – 2020

Submitted by:
MEGHANA SHREE S R
Registration Number: (18R9CFC0O7)

1
 CERTIFICATE BY THE COLLEGE

This is to certify that the project work entitled “AN ORGANIZATIONAL STUDY”
has been successfully carried out by MEGHANA SHREE S R of III Semester
M.Com (FA) of INIMS COLLEGE. This project is been carried out for the partial
fulfilment of the requirement for the award of M.Com (FA) degree of Bangalore
University for the academic year 2019 – 2020.

DATE: SUKANYA HEGDE

PLACE: BANGALORE (DIRECTOR)

2
 CERTIFICATE BY THE GUIDE

This is to certify that the project work entitled “AN ORGANIZATIONAL STUDY”
is based on original study conducted under the guidance of Dr. SUKANYA HEGDE.
The dissertation is original and has not formed the basis for the award of any degree or
diploma by any other university.

Date: DR.SUKANYA HEGDE

Place: Bangalore (Director)

3
 DECLARATION

I, hereby declare that this project titled “AN ORGANIZATIONAL STUDY”

submitted to Bangalore University is a record of an original and independent study
conducted by me during 2019 – 2020 under the guidance and supervision of Dr.
Sukanya Hegde.
I further declare that this project has not formed the basis for award of any other
degree/diploma of other University/Institution.

Date: MEGHANA SHREE S R

Place: Bangalore (Signature)

4
 ACKNOWLEDGEMENT

For the successful and timely completion of the project work, I express my sincere
thanks to Dr. Sukanya Hegde for providing me an opportunity to undergo the project
on “AN ORGANIZATIONL STUDY”.
I take the opportunity of expressing deep sense of gratitude to Dr. Sukanya Hegde,
who is our beloved internal guide and a faculty member INIMS COLLEGE, who
helped us directly or indirectly in completing the project report successfully.
Finally, I thank my parents & friends who have directly or indirectly contributed in
helping me to complete the project successfully and bringing this report to its present
form.

Date:
Place: Bangalore

5
 INDEX

SL.NO CONTENTS PAGE NO

01 CHAPTER-01 INTRODUCTION TO DIAGNOSTICS 7-12
SYSYTEM
1.1 Executive Summary 7-8
1.2 Features and objectives of kanva diagnostic 9-10
1.3 Kanva Diagnostic 11-12
02 CHAPTER-02 COMPANY PROFILE 13-18
2.1 Industry Profile 13- 14
2.2 Company Profile 15
2.3 Specific Profile 16
2.4 Consultants panel of kanva Diagnostic 17-18
03 CHAPTER-03 RESEARCH ANALYSIS 19-28
3.1 Research Analysis 19-21
3.2 Research Methods 22-23
3.3 Data Collection 24-26
3.4 Sampling Unit 27
3.5 Research in kanva Diagnostic 28
04 CHAPTER-04 ORGANIZATIONAL ANALYSIS 29-59
4.1 Organizational Analysis 29
4.2 Human Resource Management 30-33
4.3 Human Resource in kanva Diagnostic 34-39
4.4 Finance Management 40-45
4.5 Marketing Management 46-48
4.6 Marketing Mix 49-50
4.7 Marketing Management in kanva Diagnostic 51-55
4.8 Service 56-57
4.9 Service in kanva Diagnostic 58-59
05 BIBILOGRAPHY 60

6
CHAPTER-1: INTRODUCTION TO DIAGNOSTICS SYSTEM

1.1 EXECUTIVE SUMMARY

INTRODUCTION:
Health is the integral part of any human being and plays the most important role in any area, which
makes use of the humans. Historically, India used five year health plans as the major roadmap to
make all decisions and health sector had been consistently given focus since the first five year
plan itself (Planning Commission of India 1951). Programmes, initiatives, project or mission
based approaches have been employed to achieve various planned health sector objectives,
which has resulted in certain improvement in various health indicators of India over the
years (Central Statistical Organization 2011.
However, Indian health sector has been marred with various challenges like shortage of health
resources, manpower and financing, changing disease profile, health inequalities and have been
occasionally unsuccessful in meeting set targets in timely manner . According to World Health
Organization (WHO), any successful health system/sector must focus on the four functions
stewardship, financing, resources and services to achieve health, responsiveness and fairness
financing for the population(World Health Organization 2000).
Health services are the main interface between any health system and its users. Laboratory
diagnosis is an important health service affecting healthcare quality as it contributes around
70% to medical decision making
Economically, global market presence of diagnostic laboratories sector is 23,000 Billion rupees
(2012) (Health Research International 2012). In India, it has a formidable market size of 117 Billion
rupees (2013) (RNCOS Industry Research Solutions 2013).
Globally, the neglect towards laboratory diagnostic services had been acknowledged by nations and
more focus on laboratory diagnosis had been demanded and initiated at the policy level .In India,
very limited number of studies have focused on Indian diagnostic laboratories like resources
regulation and medical technology needs . All these studies have raised the issues with medical
diagnostic laboratory system, but the studies regarding the Indian polices, plans or programmes to
understand the overall focus/neglect of India towards medical diagnostic laboratory services is
not known. This hinders the comprehensive picture regarding the causes behind the medical
diagnostic laboratory services status.
In addition, our structural analysis of Indian medical diagnostic laboratory system indicated a
diverse and complex structure (Jain & Rae 2015b). Accordingly, the functioning of such a
complex structure would require national level focus for its sustenance that necessitates the
need to understand the current Indian health system behaviour towards the medical diagnostic
laboratory system.

7
Further, the lack of knowledge of the India's historical attitude towards laboratory services
prevents the adequate use of 'learning from the past' practice for the current and future planners and
decision makers. This study analyses the focus of planners and decision makers .The study
contribution is Multifood.
The study contributes theoretically by filling the knowledge gap regarding the behaviour of the
Indian health planners and decision-makers in the past and its change. Further, it provides a
methodical contribution by providing an approach to perform planning behaviour based studies using
content analysis. Thirdly, it makes a practical contribution by providing an understanding of the
behaviour of the planners.

Methodology
Conventional qualitative content analysis is performed on health documents. Content analysis tool
has been used by many researchers for health and allied policy analysis.
In this study, the health related documents namely five-year health plans and health programmes
available in public domain in 2012 are used as data set. In total 11 five-year health plan documents
are obtained. Since, the documents used in this study did not contain any personnel information,
hence no ethical clearance is sought for the study.
In this study, the content analysis of the Five Year health plans is performed for
understanding the focus areas in health sector over the years and understanding the focus on
Medical Diagnostic Laboratory Services (MDLS). Five Year plans are selected because they are the
major roadmap used by government to make all decisions for the planned five years and then
implemented through annual plans.
India has not made five year plan twice till the 11 th five-year plan. First is the three-year break
between third and fourth plan owing to the India-Pakistan conflict followed by price rise and
resource erosion. Second is the two-year break between seventh and eighth plan owing to central
political instability in India.
A general inductive approach is used which has four steps namely reading, coding, collation
and interpretation(Thomas 2006). In this study, all the steps are performed by the authors and the
“interpretation” step lead to the identification of focus areas for medical diagnostic laboratory
system. Content analysis based studies are performed with a perspective and create the risk of
personnel bias. The biases are normally negated by analysing large set of data and using multiple
analysts to achieve better consistency and consensus in the results. In case of content analysis of
health programmes documents, codes are defined and software based text retrieval was performed to
minimize the personnel bias. However, the limited availability of document restricted the number of
documents that could be obtained.

8
1.2 FEATURES AND OBJECTIVES OF DIAGNOSTIC
Since the fundamental purpose of any diagnostic test is to help determine whether a patient has or
does not have a particular condition, clinicians should be aware of certain parameters regarding the
tests they use if these tests are to be applied most appropriately and effectively in practice. The most
basic parameters that need to be established regarding any clinical test are that it demonstrates a
sufficient degree of reliability and validity. If these two important parameters are not met, then the
test’s value in assisting clinicians to arrive at a diagnosis, form a treatment plan, or monitor a
patient’s progress is questionable.

Reliability refers to the consistency and repeatability of outcomes as measured by the clinical test.
This includes an assessment of whether a test result measured by one examiner would also be
obtained by a different examiner performing the test on the same subject at the same time (i.e. inter-
examiner agreement) or by the same examiner performing the test on the same subject at a different
time (i.e. intra-examiner agreement). Validity refers to whether the clinical test is accurate in
measuring what it is purporting to measure of the three types of validity, only criterion validity is
relevant to the evaluation of a clinical test. This involves the comparison of results obtained from the
clinical test to those obtained from a reference (i.e. criterion) diagnostic test which, although it
provides a more accurate assessment of the condition being investigated, is deemed to be too
expensive and/or impractical to use routinely in clinical practice. Therefore, most clinical tests are
used to classify patients as positive or negative depending on the presence or absence (respectively)
of a particular sign or symptom, which is then presumed to be indicative of the presence or absence
of the condition (i.e. a positive test result indicates that the patient has the condition). Assessing the
validity of a clinical test’s usefulness in this regard requires knowledge of a variety of parameters, all
of which are important and must be individually considered by the clinician in order to appropriately
interpret the results he/she obtains when performing the test on a patient. these parameters include
the test’s sensitivity, specificity, predictive values, and likelihood ratios.

The sensitivity of a clinical test is the proportion of subjects with the condition who are correctly
identified by the test and provide a positive result. Thus, if the sensitivity is high, a “negative” test
result will effectively rule out the condition. The specificity is the proportion of subjects without the
condition who are correctly identified by the test and provide a negative result. Thus, if the
specificity is high, a positive test result will effectively rule in the condition. The positive predictive
value is the proportion of subjects with a positive test result who are correctly diagnosed, whilst
the negative predictive value is the proportion of subjects with a negative test result who are
correctly diagnosed. Since both the condition’s presence (i.e. present or absent) as well as the test
result (i.e. positive or negative) are categorical in nature.

There is an important trade-off between these two pairs of parameters. Although the predictive
values are more valuable to clinicians since they provide a direct assessment of the usefulness of the
test in practice, they are also both influenced by the prevalence of the condition in the population to
whom the test is applied. A higher prevalence tends to lead to an increased positive predictive value
and a decreased negative predictive value, whilst a lower prevalence tends to lead to an increased
negative predictive value and a decreased positive predictive value.

9
 Therefore, it is vital that the predictive values that are calculated for a clinical test in a particular
study sample should not be taken to apply universally. The sensitivity and specificity, on the other
hand, are unaffected by the prevalence of the condition, but are not as useful to clinicians since they
give little indication as to how good the test is at predicting the correct diagnosis. For these reasons,
the use of these four parameters alone can occasionally lead clinicians to make misleading inferences
regarding the value of a clinical test and, therefore, the results they obtain when using it in practice.

As a result, two other parameters, namely the likelihood ratios of a positive and negative test, have
been suggested to be better indicators of the usefulness of a clinical test. Effectively, these ratios
compare the probability of getting a test result if the subject truly had the condition with the
corresponding probability if he/she did not.

Since these ratios effectively summarize the information contained in each of the four previously-
described parameters and are not influenced by the prevalence of the condition, they are considered
to be more valuable to clinicians. In addition, since likelihood ratios (as well as each of the other four
parameters) are proportions; they may be expressed as a percentage and should always be presented
with an appropriate confidence interval.

TYPES OF TESTS:
 Allergy testing
 Blood pressure measurement
 Blood tests
 Bone, joint and muscle tests
 Brain and nerve tests
 Biopsy (surgical removal of a tissue sample for microscopic evaluation; e.g., breast
biopsy, prostate biopsy)
 Cancer tests
 Digestive system tests (e.g., endoscopic procedures such as colonoscopy and barium
enema)

LIST OF TOP DIAGNOSTIC CENTERS IN BANGALORE:

1. MG diagnostics – jp nagar.
2. Sri Sai diagnostic centre – vijaynagar.
3. Raksha diagnostic centre – rajajinagar.
4. Infosys central laboratory – city market, chickpet.
5. Spandhana diagnostics centre – hsr layout.
6. Sumukh diagnostics centre – cv ramannagar.
7. Omegaa diagnostics and health care – konankunte.
8. Navarang diagnostics center – rajajinagar 1st block.
9. Piramal diagnostics centre – jaynagar.
10. Sri Krishna scanning and diagnostics – yelahanka.

10
1.3 KANVA DIAGNOSTICS
ABOUT KANVA DIAGNOSTIC:
Kanva Diagnostic Services Pvt Ltd. is an Institution for medical diagnostics that was
established in the heart of Rajajinagar in Bangalore on World Health Day, 7th of April 1996, with
the noble objective of offering services and facilities of world standards to a common man. We have,
over the past decade, been able to provide clinical as well as radiological diagnostic services of
superior quality in tandem with advanced technology at affordable prices, earning the goodwill of
both the medical professionals as well as the general public.
This diagnostic promises to be a boon to the people and the society and it endeavours to
create a benchmark in terms of ‘Healthcare Management’. It aims to be a low-cost service provider
by rendering services to its patients at affordable prices.

KANVA HOSPITAL MANAGEMENT SYSTEM:

 Doctors
 Staff
 Equipment
 Accounts
 Patients

INFRASTRUCTURE OF KANVA DIAGNOSTICS:

 Kanva Diagnostics has a spacious atmosphere to work with its employees and
services to patients.
 It is built in three different locations with good lighting and ventilation
 It has one main doors and stair cases for each floors
 It has an emergency exit and fire extinguishing systems for safety measures
 It also provides lift facilities to its patients
 1st floor is occupied with reception, administration, causality, three consulting
rooms, and laboratory.
 It is equipped with power generator for power backup

PATIENT’S RIGHTS IN KANVA HOSPITAL:

 A patient has the right, upon request, to be given the name of attending
physician, the names of all other physicians directly participating in his/her
care, and the names and functions of other health care personnel having direct
contact with the patient

11
  A patient has the right to every consideration of his privacy concerning his own
medical care program. Case discussion, consultation, examination and treatment
are considered to be confidential except as otherwise provided by law or third
party contractual agreements and shall be conducted discreetly
 A patient has the right to have all records pertaining to his medical care
 A patient has the right to know the hospital rules and regulations that apply to
his conduct as a patient
 The patient has the right to expect emergency procedures to be implemented
without unnecessary delay
 The patient has the right to good quality care and high professional standards
that are continually maintained and reviewed

SERVICES BY KANVA HOSPITAL:

 Automated clinical laboratory for biochemistry ,hematology, urine analysis,
hormones, tumor markers ,PCR and immune -diagnosis
 Ultrasonography
 Echocardiography, Doppler studies,OPG and
 X-ray (conventional and digital )
 Computerized treadmill
 Computerized ECG
 Computerized EEG,computerized EMG and ENMG
 Pulmonary function test
 Colposcopy
 Bone densitometry
 Digital mammography
 Endoscopy and colonoscopy
 128 slice cardiac CT scan with anglogram
3 Telsa MRI and PET CT scan, gamma camera lithotripsy

ALLIED SERVICES
 Physiotherapy and
 Multi-speciality consultation

12
CHAPTER-2: COMPANY PROFILE

2.1 INDUSTRY PROFILE:

INTRODUCTION:
Industry profile is indepth documents that give insight into an industry, where it came from,
and where it appears to be going. A typical report looks at the industry leaders, forces affecting the
industry and financial data for the industry.

Companies in this industry provide medical, diagnostic, and treatment services to people on
an inpatient and outpatient basis at specialized medical, surgery, emergency and other health care
facilities.

PROFILE DETAILS:
 Diagnostic are under extreme pressure to lower costs while improving quality of care

 Government payers and insurers are nudging patients toward less-costly outpatient care,
reducing the number of routine inpatient procedures conducted at hospitals

 The trend is encouraged by advances in medical technologies that improve recovery times

 As reimbursements shift toward pay-for-performance protocols and away from procedure-

based payments, hospitals may be rewarded or penalized based on quality and efficiency
standards, such as reducing repetitive ER visits and hospitalizations

 Eliminating wasteful processes is essential, as operating margins are slim and the ability to
raise prices is limited.

GOALS OF INDUSTRY PROFILE:

 Focus on their patients and deliver high quality service

 Involve every patient in quality improvement activities

 Empower employees to make appropriate decisions

 Have the highest degree of respect for one another and value diversity

 Use training, team work and open communication to enable all employees to achieve their
full potential

13
 Recognize and reward employees contributions

 Take all reasonable steps to ensure that patients, visitors, staff and all other in
contact with the hospital have afforded the safest possible environment.

 Maintain the highest ethical standards in protecting the public and the
environment

14
2.2 COMPANY PROFILE:
INTRODUCTION:
Company profile is a professional introduction and aims to inform people about
the company’s product, services, and current status.
A good company profile is an effective way to introduce the business to the
potential customers and other stakeholders. To create business or company profiles,
one needs to carefully develop a strategy and map out the characteristics to be
highlighted and how to assimilate the unique offerings of the business in a concise yet
attractive manner.

GENERAL PROFILE:
Particulars Content
Company name KANVA DIAGNOSTICS
Established Year 1996
Physical address per #744,11thblock 2nd stage nagarbhavi, Bangalore-560072.
location
Phone Number
802301222,50 lines, mobile- 9353035562

15
2.3 SPECIFIC PROFILE:
INTRODUCTION:

 Company history:
KANVA DIAGNOSTICS independently owned and operated by DR H M VENKATAPPA
he is the managing director of Kanva Diagnostic. It was a small unit with basic facility
providing to its patients. Diagnostic Centre is located in such a place where there are few
Diagnostics services to the community.

 Company function:
The main function of kanva Diagnostics is to provide medical care to patients in need. The
kanva Diagnostics provides Ambulance service to help the people in serious situations.

STRATEGY:

 Vision statement:
Vision statement will be an innovative, leading regional health system dedicated to
advancing the health and transforming the lives of the people they serve through excellent
clinical quality.

 Mission Statement:
Kanva Diagnostics is to provide compassionate, accessible, high quality, cost
effective healthcare to the community.

 Values:
The needs of the patient come first.

16
2.4 CONSULTANTS PANEL OF KANVA DIAGNOSTICS:

DOCTOR’S NAME DESIGNATION

GENERAL PHYSICIANS
DR.H.M. VENKATAPPA MBBS,MD
DR. (SQN. LDR) R.HEMANTH MBBS,MD
DR. M.N. BOJAMMA MD,DMB,DM(CARDIOLOGY)FACC,FSCAI
DR. ARCHANA SAMPATH MBBS,DNB(FAMILY MEDICINE)
DR. TEJASWI NATARAJ MD(GEN.MEDICINE)MRCP(LONDON)
DR. RAGHAVENDRA .D MBBS,MD(INTERNAL MEDICINE)
DR. SUNIL .R MBBS,MD(INTERNAL MEDICINE)
GYNAECOLOGISTS
DR. PRIYANKA VYSHAK MBBS,MS,OBG
DR.SANGEETHA MBBS DGO DIP.IN CEART
RADHAKRISHNA
DR. SHILPA SHIVANNA MBBS,MS,FFM
DR. YAMUNA .N MBB,DGO
DR. SHASHIKALA .T DGO,FIGE,FIRM
RADIOLOGY AND IMAGING SERVICES
DR. H.V. VYSHAK DMRD, DNB, FRCR, PDCC
DR. GIRIDHAR.A.G MD (RADIOLOGY)
DR. DILEEP.N.VEERANNA MD (RADIOLOGY) DMRD
DR. RADHA. K.T DMRD
DR. RAGHU PATIL MD (RADIOLOGY)
DR. KUMAR B.N MD RADIOLOGY (JIPMER)
LABORATORY MEDICINE
DR. BHUVANA. T MD (PATHOLOGY)
DR. KEERTHI. R DCP,DNB (MED. BIOCHEM)
DR. SHILPA. V PHD (MED.BIOCHEM)
DR. DIVYASHREE. D.N DCP (PATHOLOGY)
ENDOCRINOLOGY
DR. K.M.SURYANARAYANA MD,DNB,DM (ENDOCRINOLOGY)
GASTROENTEROLOGY
DR. KIRAN S MD, DM (GASTROENTEROLOGY)
CARDIOLOGY
DR. VIVEK. G MD,DNB,DM (CARDIO),FACC,FSCAI
DR. GURUPRASAD MD,DNB,DM (CARDIO),AFESC
DR. PRABHAKAR KOREGAL MD,DNB,DM (CARDIO),AFESC
DR. SUNIL KUMAR. K.R MD,DNB (CARDIO),FSCAI,AFESC,FICC
DR. SOMSKEKAR. C.M MD,DM (CARDIO)

17
PULMONOLOGY
DR. M. D. MAJEED PASHA MD, (PULMONARY MED)
ENT
DR. E.K. REDDY MS (ENT)
OPTHALMOLOGY
DR. SOWBHAGYA H.N MS (OPTHO)
PAEDIATRICIAN
DR. R. PREMA DCH,DNB (PAED),PGDAP
DR. SONIKA MD (PAED),FELLOWSHIP IN NEONATOLOGY

18
CHAPTER 3: RESEARCH ANALYSIS

3.1 RESEARCH ANALYSIS:

INTRODUCTION:
Research analysis comprises “creative and systemic work undertaken to increase the stock of
knowledge, including knowledge of human, culture and society and the use of this stock of
knowledge to devise new applications.
A Research project may also be an experiment of the past work in the field. Research projects
can be used to develop further knowledge on a topic. To test the validity of instruments, procedures
or experiments, research may replicate elements of prior projects or the project as a whole.

ETYMOLOGY:
The word research is derived from the middle French “Recherché”, which means “to go
about seeking”. The earliest recorded use of the term was in 1577.

DEFINITION:
According to John W Creswell, “Research is a process of steps used to collect and analyze
the information to increase our understanding of a topic or issue.”

FORMS OF RESEARCH:
 Original Research:
It is a research that is not exclusively based on summary, review or synthesis
of earlier publications on the subject of research. Original research can take a
number of forms, depending on the discipline it pertains to.

 Scientific Research:

This research provides scientific information and a theory for the explanation
of the nature and the properties of the world. It makes practical implications.

 Artistic Research:
It is also seen as “Practice based Research”, which can take form when
creative works are considered both research and the object of the research
itself.

RESEARCH PROCESS:
 Identification of research problem
 Specifying the purpose of research
 Choice of a methodology

19
  Data collection
 Verifying the data
 Analyzing and Interpretation of data
 Reporting and evaluating research

SCOPE OF RESEARCH:

Scope of Research

Environmental Level: Operational Level: Operational Level:

1.Technological 1.HRM 1.Products
Innovations 2.Finance 2.Price
2.Competitors Analysis 3.Production 3.Place
3.Industry fears 4.Organizational 4.Promotions
4.New Market entry Effectiveness and 5.Sales
5.New Product Success 6.Customers
Development

OBJECTIVES OF RESEARCH:
 To familiarity with phenomena and achieve new insight into it
 To determine the frequency with which something occurs
 To discover the truth and facts
 To understand social life and gain a control over social behavior
 To know old conclusions with new data and find new conclusions with old data
 To reach more conclusions about the available data
 To put forward an entirely new theory
 To explain unexplained horizon of knowledge
 To study and resolve contradiction in the area of a study

GOALS OF RESEARCH:
 To identify areas where research evidence could make the most difference
 To ensure that existing research evidence is used optimally
 To establish new research to contribute to program planning and evaluation
 To assist in building national and international knowledge about quality and safety in
healthcare

20
 Understand and describe the difference among exploratory, descriptive and explanatory
research
 Define and provide an example of idiographic research
 Define and provide an example of nomothetic research
 Identify circumstances under which research would be defined as applied and compare those
to circumstances under which research would be defined as basic

21
3.2 RESEARCH METHODS:
INTRODUCTION:
‘Research methods’ is a broad term. While methods of data collection and data analysis
represent the core of research methods, you have to address a range of additional elements within the
scope of your research.
A wide range of research methods are used in psychology. These methods vary by the
sources from which the information is obtained, how that information is sampled and the types of
instruments that are used in data collection. Methods also vary by whether they collect quantitative
data or qualitative data or both.

DESIGN OF RESEARCH METHODS:

Designing research explains how to approach research, and what to think about in designing
the research. To design a research you need a make a decision about whether the research will be
quantitative or qualitative or evenly mixed.

 Qualitative Research Design: This is concerned with human behavior and why people
act the way they do. This design includes interviews, recognition, interactions etc.
 Qualitative Research Design: This design always collects numerical data. Qualitative
research is usually used to get views from large numbers of people.

METHODS OF RESEARCH:
 CORRELATIONAL RESEARCH:
Correlation is a statistical association, though in common usage it most often refers to
how close two variables are in having a linear relationship with each other.
Correlations are useful research because they can indicate a predictive relationship
that can be exploited in practice.

 DESCRIPTIVE RESEARCH:
This research is used to describe characteristics of a population or
phenomenon being studied. It doesn’t answer questions about
how/when/why the characteristics occurred. The characteristics used to
describe the situation or population is usually some kind of categorical
scheme also known as descriptive categories.

 EXPERIMENTAL RESEARCH:
22
This research refers to work done by those who apply experimental
methods to psychological study and the processes that underlie it.
Experimental research employs human participants and animal subjects to
study a great many topics.

23
3.3 DATA COLLECTION:
INTRODUCTION:
Data collection is the process of gathering and measuring information on targeted variables in
an established systematic fashion, which then enables one to relevant questions and evaluate
outcomes. Data collection is a component of research in all fields of study including physical and
social sciences, humanities and business.
The goal for all data collection is to capture quality evidence that allows analysis to lead to
the formulation of convincing and credible answers to the questions that have been posed.

FACTORS TO BE CONSIDERED BEFORE DATA COLLECTION:

 Object and scope of the enquiry
 Sources of information
 Quantitative expression
 Technique of data collection
 Unit of Collection

SOURCES OF DATA COLLECTION:

 INTERNAL SOURCE OF DATA:

Many institutions and department have information about their regular functions, for
their own internal purposes. When that information used in any survey is called
internal sources of data.
Example: Social welfare societies
 EXTERNAL SOURCE OF DATA:
When information is collected from outside agencies, such source is called external
source of data. Such types of data are either primary or secondary data. This type of
information can be collected by census or sampling method by conducting survey.

METHODS AND TECHNIQUES OF DATA COLLECTION:

Primary Data: It means original data that has been collected specially for the purpose in mind. It
means someone collected the data for the first time from the original sources first hand. It is collected
by the investigator himself for the purpose of a specific inquiry or study. The data is original in
character and highly representative and unbiased. Research where one gathers this kind of data is
referred to as field research.

24
 Methods of Collecting Primary data:
 Direct personnel investigation (i.e. interview method)
 Indirect oral investigation (i.e. through enumerators)
 Investigation through local reporter’s questionnaire
 Investigation through mailed questionnaire
 Investigation through observation

Merits of Primary data:

 Targeted issues are addressed
 Data interpretation is better
 High accuracy of data
 Address as specific research issues
 Greater control

Secondary Data: It refers to data that is collected by someone who are someone other than the
end user. Common sources of secondary data for social science include censuses, information
collected by government departments, organizational records and data that was originally collected
for other research purposes. It is the data that has already been collected by others which may be
published or unpublished. This data is primary data for the agency that collects it and becomes
secondary else who uses this data for their own purpose.

Methods of Collecting Primary data:

 Published sources
 Unpublished sources

Published sources
 International
 Government
 Institution

Merits of Secondary Data:

 Quick and cheap source of data
 Wider geographical area
 Longer orientation period
 Leading orientation period data

OBJECTIVES OF DATA COLLECTION:

 Make better decisions
 Save time at work
 Data is one of the most important and vital aspect of any research studies
 Data is the basic unit in statistical studies
 Statistical information like census, population variables, is all developed from data

25
Distinction between Primary Data and Secondary Data:

DESCRIPTION PRIMARY DATA SECONDARY

DATA
Source Original Source Secondary Source
Methods of data Observation Methods Published data of
collection Questionnaire Methods government agencies,
journals etc.
Originality of data Original; First time; Not Original; data is
Collected by users collected by some other
agencies
Time More Less
Cost Expensive Cheaper
Efforts More Less
Accuracy More Accurate Less Accurate

3.4 SAMPLING UNIT:

INTRODUCTION:
A sampling unit can be referring to any single person, animal, plant, product or thing being
researched. In the context of market research, a sampling unit is an individual person. The term
sampling unit refers to a singular value within a sample database.
Sampling units are taken from an entire population, such as country, customer database or
region, and put into a similar group to form a research sample. This group of units is then used to
research, analysis and for drawing conclusions thereon.

26
 Example: If you are conducting research using a sample of university students, a single
university student would be a sampling unit

SAMPLE SIZE DETERMINATION:

Sample size determination is the act of choosing the number of observations or replicates to
include in a statistical sample. The sample size is an important feature of any empirical study in
which the goal is to make inferences about a population from a sample. Sample sizes may be chosen
in several different ways:
 Experience
 Statistical test
 Estimate
 Level of confidence

PROCESS OF SAMPLING:
Step 1: Target population must be defined
Step 2: Sampling frame must be determined
Step 3: Sampling technique must be selected
Step 4: Sample size must be determined
Step 5: Sampling process must be executed

SAMPLING TECHNIQUES:
 Random Sampling: Blindly choosing from a whole population
 Systematic Sampling: Choosing every nth term
 Cluster Sampling: Taking a sample from different areas or groups
 Stratified Sampling: Taking samples from different levels
 Convenience Sampling: Sampling whatever is easy

3.5 RESEARCH IN KANVA DIAGNOSTICS:

In Kanva Diagnostics, they for research that enhances patient care, challenges clinical
practice and promotes innovative health service delivery. In kanva Diagnostics, there is no particular
research team or committee framed to conduct research. The main technique of doing research is
getting feedback from its patients and its dealers regarding their service. The main aim of research is
to enhance patient care, smooth functioning of system and promotes innovative health system.

PRIMARY DATA OF THIS PROJECT:

27
 This project is mainly based on the research conducted in kanva Diagnostics. Research was
done by analyzing the old records maintained by the hospital and interviewing the following persons:
 Managing director of kanva diagnostics
 Management staff’s
 Consultant doctors in kanva
 Patients of the hospital

SECONDARY DATA OF THIS PROJECT:

The main secondary data of this project includes census, information collected by
Government departments, organizational records and data that was originally collected for other
research purposes:
 Author books
 Newspaper and magazines
 Medical Science Papers
 Internet

OBJECTIVES OF STUDY:
 To understand and critically analyze the study on organization at ‘kanva Diagnostics ’
 To know the prospects of hospital industry
 To critically analyze the functioning of kanva Diagnostics
 To identify the probable area of improvement to Diagnostics service that is more effective
 To know the managerial satisfaction level in kanva Diagnostics

CHAPTER 4: ORGANIZATIONAL ANALYSIS

4.1 ORGANIZATIONAL ANALYSIS:
INTRODUCTION:
Organizational Analysis or more commonly known as ‘Industrial Analysis’ is the process of
reviewing the development, work environment, personnel and operation of a business or another type
of association. Conducting a periodic detailed organizational analysis can be a useful way for
management to identify problems or inefficiencies that have arose in the organization but have yet to
be addressed and develop strategies for resolving them.

28
 Organizational Analysis focuses on the structure and design of the organization and how the
organization’s system, capacity and functionally influence outputs. Undertaking an Organizational
Analysis is helpful in assessing an organization’s well-being and capacity and deciding on a course
of action to improve the organization’s long term sustainability.

DEPARTMENTS IN THE ORGANIZATION:

Functional Organizational structures are the most common area. A structure of this type
groups individuals by specific functions performed. Common department are organized by
separating each of them and managing them independently of the others.
In an organization there will be four major departments/functions that should be performed
and analysis for the growth of the organization:
 Human Resource Management
 Finance Management
 Marketing Management
 Production and Service Management

4.2 HUMAN RESOURCE MANAGEMENT

INTRODUCTION:
Human resource are the most valuable and unique assets of an organization. The
successful management of an organization's human resources is an exciting, dynamic and
challenging task, especially at the time when the world has become a global village and economics
are in a state of flux. Since 1980's Human Resource Management has gained acceptance in both
academic and commercial circle. HRM is a multi-disciplinary organizational function that draws

29
 theories and ideas from various fields such as management, psychology, sociology and
economics.
It is therefore necessary for all the managers to understand and give due importance to the
different human resource policies and activities in the organization. Human resource management
outlines the importance of HRM and its different functions in an organization. It examines the
various HR processes that are concerned with attracting, managing, motivating and developing
employees for the benefits of the organization.

DEFINITION OF HRM:
According to the Invancevich and Glueck, "HRM is concerned with the most effective use
of people to achieve organizational and individual goals. It is the way of managing people at work,
so that they give their best to the organization."
According to Dessler (2008), “The policies and practices involved in carrying out the 'people'
or human resource aspects of a management position, including, recruiting, screening, training,
rewarding and appraisal comprises of HRM.”

MEANING OF HRM:
Human Resource Management is a management function concerned with hiring, motivating
and training people in an organization. Human Resource Management is designing management
systems to ensure that human talent is used effectively and efficiently to accomplish organizational
goals.
Human resources management includes conducting job analysis, planning, personnel needs,
recruiting the right people for the job, orienting and training, managing, wages and salaries,
providing benefits and incentives, evaluating performance, resolving disputes and communicating
with all the employees at all levels. HRM includes the process of hiring and developing employees
so that they become more valuable to the organization.

EVOLUTION OF HRM:

High

Organizational Scope

Human Capital
HR Biz Partner
“Human
Resource  People
30
Management”
 “Personnel
“Labour Management”
“Welfare Manager”
Low Officer”

1890’s - 1913 1914 - 1939 1945 - 1979 1980 – 1990’s

Timeline/Period

FEATURES OF HRM:
 It is an inherent part of management
 It is basic to all functional areas
 It is people centered
 It is a continuous process
 It is based on human relation
 It includes decision relating to employees

OBJECTIVES OF HRM:
 To help the organization reach its goals
 To employ the skills and abilities of the work force efficiently
 To provide the organization with well-trained and well-motivated employee
 To communicate HR policies to all the employees
 To create and maintain a safe and healthy environment
 To establish and maintain a harmonious employer/employee relationship

SCOPE OF HRM:
 Human resource planning
 Design of organizational and job
 Selection and staffing
 Training and development
 Organizational development
 Compensation and benefits
 Personal research and Informational system

SUBSYSTEM OF HRM:

31
 INDUSTRIAL RELATION APPRAISAL SUBSYSTEM
SUBSYSTEM

Staffing sub Development

system sub system

Integration Compensation
sub system sub system
MOTIVATION SUBSYTEM MAINTENANCE SUBSYTEM

FUNCTION OF HRM:
 Managerial Function
o Planning
o Organizing
o Directing
o Controlling

 Operative Function
o Recruitment/hiring
o Job analysis and design
o Performance appraisal
o Training and development
o Salary administration
o Employee welfare
o Maintenance
o Labour relations
o Personal record
o Compensation of personnel

Other Function
o Advice to top management
o Personnel planning and evaluation
o Advised to departmental heads

32
 o Maintaining good industrial relation

CHALLENGES OF HRM:
 Increasing the size of workforce
 Increase in education level
 Technological advances
 Changes in political environment
 Increasing awareness of employees
 Changing psychosocial system
 Changes in legal environment
 Management of human relations

FACTORS OF HRM:
 INTERNAL FACTORS
o Strategies of Companies
o HR policies of the company
o Formal and informal groups
o Job analysis
o Time horizon
o Type and quality of information
o Companies production and operation policies
o Trade union
 EXTERNAL FACTORS
o Government policies
o Level of economic development
o Business environment
o Information technology
o Level of technology

COMPONENTS OF HRM:
 Human resources planning
 Recruitment and selection
 Performance management
 Training and development
 Employee management relation

4.3 HRM OF KANVA DIAGNOSTICS

33
INTRODUCTION:
While human resource or HR, managers don't directly work with patients clinically, the
decisions they make and action they take directly affect the quality of care patients receive in the
Diagnostic centre. In a Diagnostics centre, HR managers are responsible for both the clinical and
non-clinical staff that delivers direct services to patients. Subsequently, the performance of the
Diagnostic centre rests solely with the level of performance provided by the staff.

MISSION:
 The mission of kanva Diagnostics is to responsive healing environment for patients and their
families
 To improve the quality of life
 The mission of hospital is to achieve an unequalled level of measurable quality and
productivity in the delivery of health services that are responsive to the needs and values of
patients, physicians, employers and employees
 Fosters learning and growth through comprehensive academic and educational relationship
 Exhibit stewardship and creativity in the management of all available resources

VISION:
 To be the hospital of choice for patients, physicians and employees in their locality because
of their best patient care and teaching programs
 To be the best place to practice medicine, best place to work
 To be a leader in providing a quality, compassionate patient-centered care that seeks physical
cures and comforts as well as peace of mind and heart
 To lead the region as a health care team by exceeding patient expectations through the
advancement of quality medical services
 Create a supportive team environment for patients, employees and clinical staff

FOCUS AREA REGARDING HRM IN KANVA DIAGNOSTICS:

 Department and number of employees
 Recruitment process
 Training involved
 Payroll system

NUMBER OF EMPLOYEES IN KANVA DIAGNOSTIC :

34
 There are many people who contribute to care while you are in hospital. Numerous people
and services work together to provide you with successful treatment in kanva Diagnostic. In Kanva
Diagnostics there are totally 43(forty three) employees and 26 doctors working together with
common motive and equal inspiration by each other. Further division of employees and doctors are
given below.

DIVISION OF EMPLOYEES:

DEPARTMENT NUMBER OF
EMPLOYEES
Accounts 01
Department Heads 06
Nursing 07
Transcriptionist 16
Laboratory & Technician 41
CDS-Executive 19
Maintenance department 20
House keeping 18
Security 05
Typist 01
Transportation Drivers 02
Regular consultants 18
Total 154

NOTE: All the departments will be working 24 hours except administration and laboratory
department. All the employees of their respective departments work according to their routine shifts.
Shift changes once in 15 days.

DIVISION OF DOCTORS:
1. GENERAL MEDICINE
2. RADIOLOGY AND IMAGING
3. LABORATORY MEDICINE
4. ENDOCRINOLOGY
5. GASTROENTEROLOGY
6. CARDIOLOGY
7. PULMONOLOGY
8. E N T
9. OPTHALMOLOGY
10. OBS AND GYNAECOLOGIST
11. PAEDIATRICIAN
12. GENERAL SURGERY
13. ORHOPAEDIC

35
 14. PSYCHIATRIST
15. DERMATOLOGY
16. PYSIOTHERAPIST

NOTE: When dealing with a specific health illness, it is vital to the best possible medication and
treatment. To do that, one needs to determine which type of medical professional is suited to treat
that condition with different types of doctors and specialists.

RECRUITMENT PROCESS:
Every organization follows the process of recruitment and selection. In kanva Diagnostics
this process shall be initiated a requisition in the prescribed format duly approved by the
MD/Executive director. It should contain the particulars of role, responsibilities reporting
relationship, qualification etc. The selection methodology for various positions shall be based on
personal interview.

METHODS OF RECRUITMENT FOLLOWED IN KANVA DIAGNOSTICS:

 Direct recruitment
 Educational institutions
 Recommendation
 Employee referral
 Management consultants

PROCESS OF RECRUITMENT OF KANVA DIAGNOSTICS:

 Receives application
 Sort them by HR department
 Shortlist the applicants
 Invite them for interview
 Interview the candidate by MD
 Evaluates the best candidates
 Select the candidate

FOCUSED COMPONENTS DURING RECRUITMENT IN KANVA

DIAGNOSTICS:
 Qualification

36
  Biographical data
 Work experience
 Background investigation
 Knowledge and communication

CHALLENGES IN RECRUITMENT PROCESS:

 Lack of correct information about candidate
 Lack of time and loyalty
 Finding quality employees
 Complicated to decide the candidate
 Untrained management
 Competition

TRAINING AND DEVELOPMENT:

Training and education are critical to the success of any safe patient handling program,
especially training on proper handling equipment use and on-going education about the
benefits of safe patient handling. By educating all staff, including physicians, about a safe patient
handling program, hospitals can reduce instances of a clinician asking or excepting colleagues to
move patients in an unsafe way.
Kanva Diagnostics is providing a fresher training program for nurses who are experienced
and those who are planned to worked in a clinical setting as well as develop their overall personality.

MAIN GOAL OF TRAINING:

 Identify current nursing and their relationship to nursing practices
 Demonstrate safe, effective care consistent with current standards of practice
 Utilize effective communication skills with clients, families and staff
 Recognize legal issues related to professional nursing practices
 Perform a complete health assessment

37
TYPES OF TRAINING:
 Technical and technological training
 Quality training
 Skills training
 Team training
 Safety training

TRAINING ASPECTS OF KANVA DIAGNOSTICS:

 In kanva Diagnostics there is specific training period. Training will be given to them by their
seniors as and then the work is done
 For administration department training will be given by the HR department. Training will be
given in the field of administration, services, functioning of the hospital
 Security and Safety department will be trained by skilled persons and knowledge about the
infrastructure of the hospital
 Hospital will provide them with a training certificate

PAY ROLL SYSTEM:

The payroll management is designed for handling of remuneration/payment for doctors/staff.
This module provides generation of pay slips, provident fund statements, professional tax statements
and salary statements. The payroll module is capable of calculation the Working days, payable
amount, deductions etc.

COMPONENTS OF PAYROLL:
 Employee information and designation
 Hours worked and overtime pay
 Salaries and wages
 Fringe benefits
 Deductions
 Payroll taxes
 Garnishments (post tax deductions)
 Net and gross pay

38
PAYROLL PROCESS FOR FULL TIME EMPLOYEES:
 Determine gross pay rates
 Collect all required documents for tax withholdings and deductions
 Pay the net pay amounts to employees
 Forward deducted amounts to insurance companies and benefit providers
 Submit taxes withheld to each taxing authority

PAYROLL SYSTEM IN KANVA DIAGNOSTICS:

 In Kanva Diagnostics they follow a software based payroll system which has all the records
of employees.
 Payroll of employees is based on their designation
 It also gives the additional benefit of health insurance to them and their families
 Basic pay of the employees will be enhanced once in every 6 months
 When the employees resign the job hospital will give a certificate to them for their work.
 It also provides hostel facility to its employees.
 Payroll of visiting doctors and specialized doctors is based upon the number of patients they
attain.

4.4 FINANCE MANAGEMENT

39
INTRODUCTION:
Evaluate risk and rewards, assess alternatives and determine the value of a project or
company. This specialization provides a rigorous introduction to core topic in financial valuation,
including time value of money, cash flow analysis, asset pricing, risk and return and alternative
valuation methods.
Financial management focuses on ratios, equity and debt. Financial managers are the people
who will do research and based on the research, decide what sort of capital to obtain in order to fund
the company's assets as well as maximizing the value of the firm for the entire stakeholder's.
It also refers to the effective and efficient management of money (funds) in such a manner as
to accomplish the objectives of the organization. It is the specialized function directly associated
with the top management.

MEANING:
"Finance" is a broad term that describes two related activities: the study of how money is
managed and the actual process of acquiring needed funds. Because individuals, businesses and
government entities all need funding to operate, the field is often separated into three sub categories:
Personal Finance, Corporate Finance and Public Finance.
The term typically applies to an organization or company’s financial strategy. It includes how
to raise the capital and how to allocate capital, i.e. capital budgeting, but also how to allocate the
short term resources like current liabilities. It also deals with the dividend policies of the
shareholders.

DEFINITION:
According to James Van Horne, "Financial management is that activity of management
which is concerned with planning, procuring and controlling of the firm's financial resources."
"Finance is a simple task of providing the necessary funds (money) required by the business
of entities like companies, firms, individuals and others on the terms that is most favourable to
achieve their economic objectives."

ETYMOLOGY:
The word ‘Finance’ is borrowed directly from French, though the word existed in English
with early senses going back to medieval French “fynaunce" “ending, outcome, monetary payment,
ransom" borrowed from Anglo-French in these senses.

IMPORTANCE OF FINANCE:
 Help in obtaining sufficient funds a minimum cost
 Ensures effective utilization of funds

40
  Tries to generate sufficient profits to finance expansion and modernization of the enterprise
and secure stable growth
 Ensure safety of funds through creation if reserves, reinvestments of profits.

FINANCIAL MANAGEMENT CYCLE:

PLANNING
RESOURCE
AND
ALLOCATION
BUDGETING

OPERTAING AND
EVALUATING
MONITORING

REPORTING

SCOPE OF FINANCE:
 Investment decision
 Financing decision
 Dividend decision
 Working capital decision
 Capital budgeting decision
 Working capital decision

OBJECTIVES OF FINANCE:
 Profit maximization
 Wealth maximization
 Proper mobilization
 Proper utilization of financial resource
 Create goodwill

FINANCIAL PLANNING PROCESS:

1. Determine current financial status
2. Develop financial goals

41
 3. Identify alternative course of action
4. Assess risk
5. Create and implement financial plan
6. Review financial plan

STEP 1: Determine your current Financial Situation

 In this first step of the financial planning process, you will determine your current financial
situation with regard to income, savings, living expenses and debts
 Preparing a list of current asset and debt balances and amounts spent for various items gives
you a foundation planning activities

STEP 2: Develop Financial Goals

 You should periodically analyze your financial values and goals. This involves identifying
how you feel about money and why you feel that way. The purpose of this analysis is to
differentiate your needs from your wants
 Specific financial goals are vital to financial planning. Others can suggest financial goals for
you; however, you must decide which goals to pursue. Your financial goals can range from
spending all of your current income to developing an extensive savings and investment
program for your financial security

STEP 3: Identify Alternative Courses of Action

 Developing alternatives is crucial for good decisions. Although many factors will influence
the available alternatives, possible courses of action usually fall into these categories
 Continue the same course of action
 Expand the current situation
 Change the current situation
 Take a new course of act
 Creativity in decision making is vital to effective choices. Considering all of the possible
alternatives will help you make more effective and satisfying decisions

STEP 4: Evaluate alternatives and assess risk

 You need to evaluate possible courses of action, taking in consideration your life situation,
personal values and current economic conditions
 Consequences of choices. Every decision closes off alternatives. For example, a decision to in
stock mean you cannot take a vacation. A decision to go to school full time may mean you
cannot work full time. ‘Opportunity Cost’ is what you give up by making a choice. This
cost, commonly referred to as the trade-off of a decision, cannot, always be measured in
dollars

42
  In many financial decisions, identifying and evaluating risk is difficult. The best way to
consider risk is to gather information based on your experiences of other and to use financial
planning information sources
 Relevant information is required at each stage of the decision making process. Changing
personal, social and economic conditions will require that you continually supplement and
update your knowledge

STEP 5: Create and Implement a financial action plan

 In this step of the financial planning process, you develop an action plan. This requires
choosing ways to achieve your goals. As you achieve your immediate or short term goals,
the goals next in priority will come into focus
 To implement your financial action plan, you may need assistance from others. For
example, you may use the services of an insurance or the services of an investment broker
to purchase stocks, bonds or mutual funds

STEP 6: Review and revise your plan

 Financial planning is a dynamic process that does not end when you take a particular
action. You need to regularly assess your financial decisions. Changing personal, social
and economic factors may require more frequent assessments
 When life events affect your financial needs, this financial planning process will provide
a vehicle for adapting to those changes. Regularly reviewing this decision making process
will help you to make priority based adjustments that will bring your financial goals and
activities in line with your current life situation

PRINCIPLE OF FINANCE:
 The Principle of Risk and Return:
 This principle indicates that investors have to be about conscious about both risk and
return because higher the risk higher the rate of returns and vice versa
 To ensure optimum rates of return investors need to measure risk and return by both
direct measurement and relative measurement
 Time Value of Money:
 This principle is concerned with the time value of money, that value of money is
decreased when time pass
 Before investing or taking fund, we have to think about the inflation rate of the
economy and required rate of return must be more than the inflation rate so that return
can compensate the loss incurred by the inflation

 Cash Flow Principle:

43
  This principle mainly talk about the cash inflow and outflow, more cash inflow in the
earlier period is preferable than later cash flow by the investors
 This principle also follows the time value principles that’s why it prefers earlier more
benefit rather than later years benefits

 Profitability & Liquidity Principle:

 This principle is very important from the investor’s perspective because the investor
has to ensure both profitability and liquidity
 Liquidity indicates the marketability of the investment i.e. how much easy to get cash
by selling the investment
 On the other hand, investors have to invest in a way of that can ensure maximization
of profit with moderate or lower level of risk

 Principle of Diversity:
 This principle helps to minimize the risk by building an optimum portfolio
 To ensure this principle investors have to invest in risk free investment and some
risky investment so that ultimately risk can be lower
 Hedging Principle:
 Hedging principle indicates us that we have to take a loan from appropriate sources,
for short term fund requirement we have to finance from short term sources and for
long term fund requirement we have to manage fund from long term sources
 For fixed asset financing is to be done from long term sources

FINANCE OF KANVA DIAGNOSTICS:

In a recent report from the Advisory Board, Executive Director Michael Koppenheffer
explains the six different types of hospital “costs”:

1. Hospital Input Costs: Mr. Koppenheffer defines these as the costs a hospital incurs
to provide care. It includes both the fixed and variable costs involved in a patient’s
treatment variable costs include things like salaries for nurses and staff and cost of
supplies and medication, whereas fixed costs include overhead costs to keep the
hospital running, such as those for electricity, facility maintenance, major equipment
and the hospital’s land.

2. Hospitalization Costs: This refers to the actual money private payers, patients or
federal health programs end up paying hospitals to reimburse for care provided.
Hospitalization costs are generally higher than hospital input costs because hospitals
rely on payments from private payers, which tend to be above hospital’s input costs to

44
 balance payments from federal payers. Medicare and Medicaid reimbursement tends
to fall below hospital costs, which would result in unprofitability if not balanced out.

3. Hospital Charges: These are the list prices or “sticker price”, the hospital sets for
its services. These are the figures that have come under increased public scrutiny.
Critics say this is problematic, as a hospital’s charges may have little correlation with
its actual hospitalization costs, which affect patients more directly.
4. Total cost of care: This is the amount a payer expends on healthcare services in
one year on behalf of one individual.

5. Health Insurance Costs: These are what employers and individuals pay each
year in premiums to their respective health insurers for coverage.

Total cost of care for a population: This reflects the total cost it takes to care for each
person in a defined population. The cost for each person is summed to arrive at this stage.

NOTE:
 In kanva Diagnostics financial system is carried on jointly with the administration department
 Internal auditors i.e. company’s chartered accountant is responsible for preparing balance
sheet, profit and loss account, income and expense statement and for tax payment
 The above said financial statements will be done once in a year at the end of financial year

4.5 MARKETING MANAGEMENT

45
INTRODUCTION:
Market is the process of matching the resources of the business with identified customer
needs. In other words, it is concerned with the focusing of organizations, resources to ensure that the
customer is satisfied at a profit to the business.
Marketing management is the process of planning and executing the conception, pricing and
promotion and distribution of goods, service and ideas to create exchanges with the target groups that
satisfy customer and organizational objectives.

HISTORY OF MARKETING:
The study of history of marketing, as a discipline, is meaningful because it helps to define the
baselines upon which change can be recognized and understand how the discipline evolves in
response to those changes. The practice of marketing has been known for millennia, but the term
“marketing” used to describe commercial activities buying and selling products or services came
into popular use in the late nineteen century the study of the history of marketing as an academic
field emerged in the early twentieth century.

ETYMOLOGY:
According to etymologists, the term “marketing” first appeared in dictionaries in the
sixteenth century where it referred to the process of buying and selling at a market. The
contemporary definition of marketing as a process of moving goods from producer to consumer with
an emphasis on sales and advertising first appeared in dictionaries in 1897. The term market is
derived from the Latin word ‘Marcatus’ which means to trade.

MEANING OF MARKETING:
Marketing means human activity taking place in relation to markets. Marketing means
working with the market to actualize potential exchanges for the purpose of satisfying human needs
and wants.
Marketing management is the process of developing strategies and planning for product or
services, advertising, promotion sales to reach desired customer segment. It employs tools from
economics ad competitive strategy to analyze the industry context in which the firm operates.

DEFINITION:

46
 According to American marketing association, “marketing is an organizational function
and a set of processes for creating, communicating and delivering value to customers and managing
customer relations is ways that benefit the organization and its stakeholders.”

NATURE OF MARKETING MANAGEMENT:

 Specialized business function
 Socially desirable function
 Integrative function
 Reflects the business mission
 Adoption to environment variables
 Universal function
 Management function

OBJECTIVES OF MARKETING MANAGEMENT:

 Creating new customers
 Satisfying the needs of customers
 Enhancing the profitability of business
 Raising the standards of living people
 Determine the marketing mix

MARKETING FUNCTION:
 Marketing information system
 Selling
 Distribution
 Product service management
 Presentation
 Public
 Promotion

GOALS OF MARKETING:
 Creation of utility
 Satisfaction of customer’s needs
 Increase in sales volume
 Increase in organizational profits
 Reduction of cost
 Price stability

47
MARKETING TECHNIQUES:
 Qualitative marketing research
 Quantitative marketing research
 Experimental marketing research
 Observational technique

CONCEPTS OF MARKETING:
 Production Concept
 Product Concept
 Selling Concept
 Marketing Concept
 Societal Concept

MARKETING PLAN FOCUSES ON:

 Current market situation
 Opportunities and issues
 Implementation
 Finance
 Control

4.6 MARKETING MIX

INTRODUCTION:

48
 The marketing mix is the combination of the elements of marketing and the roles of each
element play in promoting the product and services and delivering those product and services to the
customers.
The marketing mix is a foundation model in marketing. The marketing mix has been defined
as the “Set of marketing tools that the firm uses to pursue its marketing objectives in the target. Thus
the marketing mix refers to four broad levels of marketing decisions, namely, Product, Price,
Promotion and Place.

HISTORY OF MARKETING MIX:

The contemporary marketing mix, or the 4 P’s, which has become the dominant framework
for marketing management decisions, was first published in 1960.
In 1990s, the model of 4 P’s was introduced as a more customer driven replacement of the 4
P’s, in service marketing, an extended marketing mix is used, typically comprising 7 P’s, made up of
original 4 P’s extended by Process, People and Physical Evidence.

DEFINITION:
According to Stanton, “Marketing mix is a combination of four elements – product, pricing
structure, distribution system and promotional services that are used to satisfy the needs of an
organization’s target markets and at the same time achieve its marketing objectives.
Marketing mix is about putting the right product or combination thereof in the place at the
right time and at the right price. The difficult part is doing this well, as you need to know every
aspect of your business plan.

ELEMENTS OF MARKETING MIX:

 Product: Product refers to a physical product or a service or an idea which a consumer
needs and for which they are ready to pay. Physical products include tangible goods such as
grocery items and garments. Services are intangible products which are offered and
purchased by consumers.
 Price: It is the exchange value. Developing a right pricing strategy is critical to an
organization’s success. Price is a significant variable. In many cases, it is the main factor
affecting consumer choice. Its significances are further emphasized as it is the only element
of marketing mix that generates revenues and the other product costs.
 Place: It is another important element of marketing mix. Once the goods are manufactured,
packaged, priced and promoted, they must be available to consumers. Activities related to
placing the products are covered under this element of marketing mix.

49
  Promotion: Promotion is one of the four elements of marketing mix. It is a communication
link between the seller and the buyer for the purpose of influencing, informing or persuading
potential buyer’s purchasing decisions.
 People: People are the persons involved in the activities of producing products and
providing services and delivering the same to consumers for their consumption.
 Process: It is a series of actions necessary to provide products or services with the best
services to consumers. A service process has to be fast, easy and friendly to give more value
to consumers of a product.
 Physical Evidence: Physical Evidence is a device needed to support the appearance of a
product, thus directly showing the quality of products and service provided to consumers.

ROLE OF MARKETING IN ECONOMIC DEVELOPMENT:

 Specialization in activities of comparative advantage
 Exchanged resource use efficiency
 Advance in marketing with economic growth
 Ensures planned economic growth
 Increases size of the market
 Mobilization of essential goods and services
 Entrepreneurial talent
 Helps in the development of industrial sector

CHALLENGES OF MARKETING SERVICE:

 Intangibility
 Difficult to visualize and understand
 Cannot be stored (perishability)
 Service experience varies widely
 Time factor is very important
 Distribution can be through non-physical channels

MARKETING STRATEGY:
Marketing strategy is a long term, forward-looking approach to planning with the
fundamental goal achieving a sustainable competitive advantage. Strategic planning involves an
analysis of the company's strategic of market oriented competitive position that contributes to the
company's goals and marketing objectives.

4.7 MARKETING MANAGEMENT IN KANVA DIAGNOSTICS:

INTRODUCTION:
50
 Kanva Diagnostics marketing is a way of promotion which provides high quality medical
care to the consumer while satisfy patient and family's needs. The hospital marketing may inform the
customers with the correct healthy concept and accurate consumer’s choices and to promote the
quality of medical care.
In kanva Diagnostics marketing management can improve satisfaction of the target market.
Communication outward strategy of the hospital can strengthen the satisfaction of the customer or
adjust the attitude of the customers towards the medical organizations; that is the important factor
that influence hospital, to inform the value of the services in order to improve the preference and
consumers choices of the customers towards the hospital, in order to educate the loyalty of the
customer towards the hospital.

ASSOCIATE MARKET OF KANVA DIAGNOSTICS:

 External elements:
o Patient
o Families
o Community/Society
 Internal elements:
o Hospital employees
o Doctors
o Medical personnel

MAIN MARKETING FUNCTIONS:

 Identify the further needs of consumers and establish good management strategy for higher
profitability
 To provide readily available and vital information to consumers so as to avoid doctor
shopping, to avoid delay treatment, worse medical condition, and increase medical expenses
 Make consumers to get good affordable medical services
 Save medical resources and educate the consumers with the correct and healthy information
to promote hospital image
 The main purpose of kanva Diagnostics marketing is to serve humanity

MARKETING PROMOTION OF KANVA DIAGNOSTICS:

 Quality of medical services refers to good medical care
 Accessibility refers to location of the hospital, convenience of transportation and packing
facilities

51
  Medical expenses total cost of the hospital stay
 Facilities good, up-to-date or new medical equipment
 Marketing promotion reputation of the hospital, word of mouth, efficient communication
and the recommendation of friends and colleagues

MISSION STATEMENT:
 The mission of kanva Diagnostics is to provide compassionate, accessible, high quality, cost
effective healthcare to the community
 To promote health among people
 To educate healthcare professionals and public
 To participate in appropriate clinical research and encourage new technology
 Kanva Diagnostics recognize the value of every person and are guided by their commitment
to excellence and leadership

VISION STATEMENT:
 Kanva Diagnostics will be innovative
 Leading regional health system dedicated to advancing the health and transforming the lives
of the people
 They serve through excellent clinical quality, accessible, patient-centered, caring service
 To lead the evolution of healthcare to enable every member of the community they serve to
enjoy a better healthier life
 Unmatched physician and employee commitment

CORE VALUE:
 ADVANCEMENT - "We're committed to setting ambitious goals and more healthcare
and our communities forward."
 INCLUSIVENESS - "Everyone working together collaboratively."
 RESPECT - "In our regard for, and actions toward, our communities, patients and each
other."

RESPONSIBILITY:
 Providing accurate and complete information about your medical complaints, past illness,
hospitalizations, medications plain and other matters relating to their health
 Following the treatment plan recommend by those responsible for your care

52
  To accept the consequences in case of refusal of treatment from your care giver
 Being considerate of the rights of other patients and hospital staff
 Notifying a member of the health care team if you do not understand information about your
care and treatment
 Reporting changes in your conditions or symptoms, including pain, to a member of the health
care team
 Acting in honest, forthright and fiscally responsible ways

VALUES OF KANVA DIAGNOSTICS:

 Quality: By setting and surpassing higher standards, kanva Diagnostics will continue to
build a smarter, faster, more efficient organization that delivers excellent, appropriate care in
the right place at the right time
 Compassion: Our culture of caring will be unmistaken in every personal interaction as we
treat individuals, families and colleagues with empathy, honesty and openness
 Respect: kanva diagnostics will treat every individual with caring consideration and value
the diverse perspective each one of them bring
 Collaboration: By working together across disciplines and locations to share knowledge
and skills, and through constant communication with those they serve and their families,
hospital will create a unified, integrated approach to care
 Foresight: kanva diagnostic will anticipate the challenges tomorrow may bring and develop
new and innovative ways to inspire healthier communities

WAYS OF MARKETING IN KANVA DIAGNOSTICS:

 By maintaining the reasonable fees structure
 Providing good service
 By maintaining homely atmosphere
 By appointing well qualified staff members
 By mouth to mouth information

FOCUS AREA REGARDING MARKETING IN DIAGNOSTIC:

 MAN
 MATERIAL
 MONEY
 MACHINES
 MANAGEMENT

MAN:
 Man, the first of the five M's is the important
 The right personnel for the right position is a sure bet for organizational effectives and
efficiency

53
  Human resources determine the workings of the other four basic business resources
 People make sure materials, machines, minutes and money are utilized in a productive
manner to achieve goals or aims and objectives of hospital
 Employment practices re inimical to the right man in the right job, a large portion of effective
business management will have been achieved

MATERIALS:
 Without materials, human resources are redundant. Thus every right thing and right planning
organization knows that materials needed for any business or service must be in place before
'man' can be of use in any business activity
 Supply chain departments grew out of this thinking and have been a very useful and effective
aspect of business management
 Quality comprise is business potentially ruins entrepreneurship. This is an indisputable fact

MONEY:
 Without money, no venture or enterprise or hospital can motivate workers, get quality and
sufficient materials, get the right machines and maintain them or even ensure that time is
properly managed
 Money management, when not known factor involved in collapse of enterprises in history
 Quality and quality of money expended in ventures have a direct bearing on the fruitfulness
of same over time
 Accounts department have been revolutionized over the years, by man, to ensure maximum
operations of surviving business organizations
 Where there is not enough money, no good workers, materials, or machines can be employed
or purchased or acquired

MACHINES:
 Machines have replaced man consumption in various departments
 Countless other ventures requiring physical exertions of force have been taken over by
machines
 Computers joined in the fray of increasing production and reduction in time spent by man.
They need to be operated by man and fed with materials. That again is a doubtless fact
 In kanva diagnostics machines are computers for administration, testing
machines

MANAGEMENT:
 Time management is one contemporary aspect of hospital that has been employed in use by
effective and successful service to optimize delivery

54
  Poor time management is as ineffectual as a broken down machine, an indisposed employee
or lack of adequate materials for production of goods or services
 Various schemes have been used by successful enterprises to ensure proper and efficient use
of time by man and machine, including timely delivery of materials, to ensure business
sustainability
 Compromising time is tantamount to a business venture shooting itself in the foot. There are
umpteen instances to ascertain this truism

4.8 SERVICE:

INTRODUCTION:

55
 Service is any act or performance that one party can offer another that is essential intangible
and does not result in any ownership. A service is consumed at the point of sale. Services are one of
the two key components of economics, the other being goods.
India's services sector has always served the country's economy well and currently
accounting near about 60 percent of the gross domestic product (GDP). In this regard, the
financial services sector has been an important contributor.
The service sector consist of the soft parts of the economy such as insurance, government,
tourism, banking, retail, education, and social services.

MEANING:
Service is something that the public needs, such as transport, communications facilities,
hospitals, or energy supplies, which are provided in a planned and organized way by the government
or an official body. Sometimes services are difficult to identify because they are closely associated
with a good; such as the combination of a diagnosis with the administration of a medicine.

DEFINITION:
According to Philip Xolter, "Service is an act or performance offered by one party to
another. Although the process may be based to a physical product, the performance is essentially
intangible and does not result to any ownership of any factor of production.”
A services is an activity or series of activities of more or less intangible nature that normally, but not
necessary to take place in interactions between the customer and service employees and/physically
resources or good and/or systems of the service provider, which are provided as solution to customer
problems

ETYMOLOGY:
Service is derived from old English, from old French service or Latin servitium 'slavery',
from servus 'slave'. The early sense of the verb (mid -19th century) was 'be of service to, provide
with a service'

IMPORTANCE OF SERVICE:
 The growth of the service sector has been considered as an indicator of a country's economic
progress
 Services are continually being launched to satisfy our existing needs and to meet needs that
we did not even know we had
 Service organization can vary in size from large corporations to small, local owned business
 Service constitutes over 50% of GDP in low income countries and as their economics
continue to develop, the importance of service in the economy continues to grow

KEY TAKEAWAYS OF SERVICE SECTOR:

 KEYPOINTS:

56
 o The growth of the service sector has long been considered as an indicator of a
country's economic progress
o Services are continually being launched to satisfy our existing needs and to meet
needs that we did not even know we had
o Service organization can vary in size from large corporations to small, locally owned
business

 KEY TERMS:
o PRIMARY - the primary sector of the economy is the sector of the economy
making direct use of natural resources
o SECONDARY - the secondary sector of the economy or industrial sector includes
those economic sectors that create a finished, tangible product, such as production
and construction
o SERVICE - action or work that is produced, and then traded, bought or sold, and
then finally consumed
o
 TRENDS IN SERVICE SECTOR:
 Hotels and restaurants
 Railways
 Other transport and storage
 Communication (Post, Telecom)
 Banking and insurance

4.9 SERVICE IN KANVA DIAGNOSTICS:

57
INTRODUCTION:
Kanva diagnostics include medical test, laboratories, equipment and personnel that make up
the medical test and laboratory/diagnostics system.

SERVICES COVERED IN KANVA DIAGNOSTICS:

 Nursing services, when needed to the emergency patients
 Laboratory, X-ray and diagnostic procedures, and interpretation
 Drugs prescribed by a physician and administrated in the diagnostic center itself.
 Use of the necessary equipment and supplies
 Radiotherapy treatment, occupational therapy, and physiotherapy when provided by an
insured facility
 Detoxification services in an approved health facility
 Ambulance service is provided for patients ,who are unable come

SERVICE DEPARTMENT CONSISTS OF FOLLOWING TEAMS:

 Office boys
 Sweepers
 Store boys
 Security guards
 Maintenance department
 Reception

HEALTH CHECKUP PACKAGES AVAILABLE:

 General health checkup
 Master health checkup (MALE)
 Master health checkup (FEMALE)
 Executive health checkup (MALE)
 Executive health checkup (FEMALE)
 Super executive health checkup (MALE)
 Super executive health checkup (FEMALE)
 Well women health checkup
 DIABETIC PROFILE
 RENAL PROFILE
 METABOLIC PROFILE
 LIPID PROFILE
 LIVER FUNCTION TEST
 CARDIAC PROFILE
 CARDIAC ENZYMES
 RHEUMATOID ARTHRITIS PROFILE
 HYPERTENSION PROFILE
 PRE-EMPLOYMENT PROFILE
 PRE-OPERATIVE PROFILE
 PREGNANCY PROFILE

58
  ANEMIA PROFILE
 AUTO IMMUNE DISEASE PROFILE
 IRON PROFILE

KANVA DIAGNOSTICS SERVICES INCLUDES:

 Digital imaging center with CT,X-RAY,MRI,ULTRA SOUNDS
 A staff of over 33 with over 6 consultant doctors
 Complete pathology/laboratory services
 Comprehensive orthopedic services
 Complete diagnostic and therapeutic radiology
 Complete diagnostic and therapeutic radiology
 Complete dialysis services

LOCATION AND PARKING

Kanva Diagnostics have an enough space for parking, located in the basement of the hospital
building, to all of their patients at free of cost. It also provides patients require assistance upon arrival
we suggest you use the valet services and we will be glad to supply wheelchairs, rolling beds or any
other equipment require to the health.

BIBILOGRAPHY :
59
 HUMAN RESOURCE MANAGEMENT:
o Dr. Ramkumar Balyan’s “Modern Human Resource Management”
 FINANCE:
o Dr. RP Rustagi’s “Financial Management”
 MARKETING MANAGEMENT:
o Philip Kotler’s “Strategic Marketing Management”
 SERVICE:
o Peter Schmitz’s “Service Oriented Mapping”
 RESEARCH ANALYSIS:
o G. Scott Erickson’s “ New Methods of Market research and analysis”

ADDITIONAL INFORMATION:

o www.google.co.in
o www.wikipedia.in

60