Bpr in Fmcg Sector

Case study

Nethrajyoth International Hospital

Background Scenario

Nethrajyoth international hospital (nethra) is a reputed institution in southern India committed to providing high quality ophthalmic care services. It is managed as a voluntary non- profit service institution focused at serving the economically weaker section of the society. With this objective in mind, nethra provides free treatment to nearly 30% of the patients. About 50% of the cataract surgeries perform in one particular year where done free of charge.

In view of the excellent reputation of the institution, patients from all over India flock to nethra for treatment with the result that the no. of patients is increasing at the rate of 25% per annum. The hospital wishes to increase the no. of poor patient cared for without charging and excess free for patients who pay for the services.

The hospital has the following resource constraints in trying to meet its service objective:

* They simply cannot recruit more surgeons or consultants. Their team consists of internationally reputed professionals who are deeply committed to a social cause, and are willing to work for long hours and weekends without looking for extra benefits or compensation. It is very difficult to find such socially committed individuals.

* The modern medical equipment (for example excimer laser which costs Rs. 15 million) is quite expensive to acquire and maintain. Nethra has to think several times before making such high investments, as this can lead to either one or all of the following:

___an increase in the charges paid by the ‘paying patients’

___a decrease in the no. of ‘free patients’

___a combination of both

This would all go against the mission and objectives of the institution.

Even with such high costs of hospital equipment, nethra have managed to raise donations from the public, and currently provide all treatment (for paying patients) at a charge 10-15 percent below the...