The Max Healthcare Experience

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The Max Healthcare Experience
IFC , International Private Healthcare
Conference, 2009
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I
Max Health care An Overview
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Max Healthcare Network N.C.R.
MAX HEART VASCULAR INSTITUTE, Saket Dec 2004
(South Delhi) ( 200 Beds)
MAX SUPER SPECIALITY HOSPITAL, May 2006 (South
Delhi) (200 Beds)
MAX HOSPITAL, Gurgaon N.C.R (July 2007), (102
beds)
MAX HOSPITAL , NOIDA N.C.R. August 2002 (33
beds)
MAX Healthcare currently has the largest
Penetration in NCR (National Capital Region) .
MAX BALAJI HOSPITAL, PATPARGANJ May 2005(East
Delhi),(154 Beds)
MAX HOSPITAL, PITAMPURA , North Delhi July
2007 (90 BEDS)
MAX CENTRE Panchsheel South Delhi (November
2005)
N.C.R. National Capital Region, India
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Markets at Delhi NCR
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Delhi - Broad Demographics
Delhi Region growing rapidly population wise
and overall growth.
Source CENSUS 2001
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Delhi - Economic Environment
Urbanization ( 2006) stands at 94 with a healthy
growth of 10.5
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- Emerging Business competition

• NCR Growing rapidly in health care investment ,
  due to private investment friendly attitude of
  the respective governments

• Gurgaon all set to have a 600 beds Medicity by
  Dec 2009

• Ghaziabad Noida will see around additional
  300 beds projects by end of year 2009 by other
  brands

• South and North Delhi similarly will see an
  investment of additional 350 beds by existing
  hospitals and new entrées

Health Unmet need Delhi City has 2.06 beds
for every 1000 population as against the
recommended 5 / 1000 Population (WHO, Health
For all 2000)
Roughly 1200 additional beds by other healthcare
organizations slated at year end 2009-10.
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Key Business Strategies
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- Business Perspectives at Max Healthcare
Structural Changes in Health care Industry
Max Healthcare delivers specially designed,
viable Business programme for all segments of
community, with special focus on vulnerable
sections
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What Worked Well ..
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Operational Strategies

• Case Mix Management
• Pan Max has maintained a healthy Surgical
  Medical Case mix of 65 35 ( Ref On
  Inpatient Topline) , irrespective of addition of
  beds every consecutive year .
• Further optimizing of the Inpatient
  Surgical-Medical case-mix for better Healthcare
  facility utilization , is a Pan Max Drive.

• Average Length Of Stay
• Endeavoring to bring about reduction in
  ALOS, across units , through better clinical care
  management and monitoring .

ALOS at a steady Decline by -3 every year .
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Business Development Initiatives
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Success is about Trust
Depends on building
TRUST
Not only through Doctors Nurses Facilities and
Equipment International Best Practices But by
Providing Remarkable Service Experiences
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Max Brand - MHC Trust Building Framework
Rational Experience
Physicians
Equipment / Technology
Nursing Care
Facilities
Customer Experience
Build Trust
People Processes Technology - Infrastructure

• Word of mouth
• Positive referencing

Look Feel Smell - Touch
Front Office
Nursing Care
Pharmacy, FB, Housekeeping, etc
Physi-cians
Customer Touch-points
Emotive Experience
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How are we selling it?
Familiarization Visits Network Hospital
Tie-ups OPDs Relationship Programs Time bound
-Promotional Offers
Camps CMEs Health Talks Stalls
Brand
New Products New Consultant Introductions New
Territory Mapping/ Visits
Fee for Service Tie-ups Max Visiting
Consultant Tie-ups Courtesy Attachments
Revenue
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By a comprehensive Stakeholder channel Tapping
Figures for FY 08-09
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International Markets
Orthopedics, Aesthetic Reconstructive Surgery,
Spine Surgery, Bariatric Surgery
Cardiology, Critical Care, Neurosciences,
Orthopedics
US/Canada
Europe
Orthopedics, Aesthetic Reconstructive Surgery,
Spine Surgery, Bariatric Surgery
SAARC
Gulf
Africa
Neurosciences, Spine Oncology
Aesthetic Surgery, Cardiology, Neurosciences,
Orthopedics, Oncology
Rack/D2 Markets
Rack/Rack Markets
Premium Markets
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Customer Initiatives Quality of Care
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Max Healthy Neighbourhood

• Customer Relationship Programme
• Preferred Healthcare Provider for RWAs and Club
  members
• Benefits
• 4055 4055 Emergency Signage Branding which will
  aid Emergency Recall
• Acquisition of updated Residents Database
• Quarterly Customer engagement activities like
  Health camps and talks

Location GK 1-R Block ,Near M Block Market
Location Vasant Enclave, on Airport Road
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Max Health Line
First Edition Released on 2nd Jul, 07 coinciding
with the Inauguration of Max Hospital,
Gurgaon Circulation 40,000 Households in
Gurgaon Theme Emergency, Seasonal Diseases,
Preventive Health Allied Services
Second Edition Released on 8th Sep, 07
Circulation 2,40,000 Households in Gurgaon
South Delhi Theme Emergency, Woman Child
Care, Lifestyle Management Allied Services
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New PHP

• A programme that suits your Health and your
  wallet
• Platinum PHP

Growth in total PHP revenue by 36 YOY 17,000
PHPs undertaken in 2008-2009
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Clinical Governance
Quality and Standardization Not an Initiative
but a EMBEDDED PROCESS in ensuring
Affordable, accessible, Cost effective, High
quality care .

• Clinical Leadership HODs /Medical Advisor
• Credentialing
• Professional Conduct Guidelines
• Audits
• Clinical Committees
• Adverse Event Tracking
• Physician Disciplinary Policy
• Risk Mitigation (Risk Assessment Group)
• Department Specific Clinical Scorecard
• Performance Evaluation

• Track Record of Leadership Position in Quality of
  Services
• NABH Accreditation
• MHVI MSSH
• GGN under preparation
• Specifically assesses clinical quality.
• NABL Accreditation Max Pathology Labs
• NABH 2 Blood Banks
• ISO Certification 5 Max Hospitals are ISO
  9001-2000 Certified
• ISO 18000 PPA
• IMS for MHVI, PPG PPA underway

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Strategy for Sustained Growth
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Strategies for sustained growth

• Max Health care endeavors to replicate its Brand
  success , and affordable quality care from NCR
  Region to, select regions within 300 Kms radius .

• Looking at strategic initiaves on enabling
  effective Public Private Partnership in
  Northern India

• Launch of Superspeciality hospitals , with Cost
  control Models , and community driven service mix
  , In Tier-2 Cities .

• Enhancing its Programme design , by Introducing ,
  state- of-art , Oncosurgery, Infertility Line
  management , High End Orthopedic surgeries etc .
  

• Effective systems of Business management and
  Service line costing through Innovative
  Business simulation Models.

• Leverage of Max Business strategies and
  Operations efficiency models into other tier 2
  Hospitals , through Management Contracts/ tie-ups
  .

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Thank You