1 | Page Comparison of Different Marketing strategy for Sleep Center --------------------------------------------------------------------------------------------------- ------------------------------------------------------------- Dissertation submitted to PRIST UNIVERSITY, Thanjavur in partial fulfillment of the requirement for the award of the degree MASTER OF BUSINESS ADMINISTRATION In Health Care Management Submitted by (Hathi Chirag K.) PRIST UNIVERSITY Thanjavur (June 2012)
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Comparison of Different Marketing strategy for Sleep Center
and snoring. These parameters are standard on every overnight sleep
study both diagnostic and therapeutic.
Continuous Positive Airway Pressure, CPAP Titration – A
therapeutic study used to treat obstructive sleep apnea syndrome
(OSAS). The purpose of this study is to explore a variety of CPAP
pressures to determine which is the most effective in eliminating
apneic events and scoring.
Split Study – A sleep study which combines a 2 – 4 hour diagnostic
test and a therapeutic test in the same night. This study is possible for
every adult so that patients with severe OSAS may be treated
immediately. If a patient is not “split” to CPAP then the study is run as
a NPSG. The patient may return for a full night of CPAP if the
diagnostic test finds evidence of sleep apnea and treatment is advised.
Bi-Level Titration – An alternate therapeutic study used to treat
patients that have very high severe obstructive sleep apnea syndrome
or those that are intolerant of CPAP. Pressures are explored on the
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inhalation and an alternate pressure on exhalation. This pressure
spread is used to ease the work of breathing.
REM Behavior Disorder, RBD – a modified NPSG with electrodes
added to the arms (in addition to the legs) to determine the presence
of movement during REM, a stage of sleep during which the muscles
are immobile. This study is performed if a patient is suspected of
acting out his/her dreams at night.
NPSG with End Tidal CO2 – a modified NPSG with the use of end
tidal CO2 monitoring. A useful adjunct to the airway recording to assist
in the detection of obesity hypoventilation and Hypercapnia, or CO2
retention. ETCO2 recording is considered the gold standard for
pediatric polysomnography.
Expanded EEG Sleep Recording – An NPSG performed with a full
EEG montage during recording. This study is used to detect the
presence of nocturnal seizures in addition to other sleep disorders.
Multiple Sleep Latency Test, MSLT – A study performed during the
day after a full diagnostic NPSG, this study is used to objectively
determine a patient’s level of sleepiness after a night’s sleep. The
MSLT is a series of five timed test, two hours apart, during which we
look to see whether a patient falls asleep, how quickly, and to what
stage of sleep the patient reaches. The MSLT is most commonly used
to diagnose narcolepsy or some degree of excessive daytime
sleepiness.
Maintenance of Wakefulness Test, MWT – A study performed to
determine whether a patient is able to remain awake in a sleep
induced environment. The MWT is used to assess the efficacy of the
treatment of a sleep disorder
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3.3 Market environment in India
The prevalence of obesity, sleep apnea, and the metabolic syndrome is
rapidly increasing in India and other south Asian countries, leading to
increased morbidity and mortality due to type 2 diabetes mellitus (T2DM)
and cardiovascular disease (CVD).
Obstructive sleep apnea (OSA) has been reported to be present in 7.5% of
Asian Indians in western India. Growing evidence indicates OSA to be
independently associated with obesity, hypertension, and excess
cardiovascular risk and mortality.
Patients with OSA have a high prevalence of insulin resistance and the
metabolic syndrome. Obese Asian Indians with OSA had higher abdominal
obesity and fasting blood glucose and a higher prevalence of the metabolic
syndrome as compared with obese subjects without OSA.
These data also indicate that the presence of OSA may increase the risk of
atherosclerosis and CHD independent of obesity in Asian Indians.
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4 Research Methodology
4.1 Scope of Study
4.2 Topic: - study output of three different marketing strategy
4.3 Time Duration of Project: - 45 days
4.4 Source of data collection:-
Patient records
4.5 Method of data collection:-
By filling up questioner form and feedback form for the patients.
By interaction with doctors
Observation
4.6 Methods of data presentation:-
Graphical representation
4.7 Limitation: - time period was limited to measure accurate result.
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5 Planning:
5.1 Market research
Market research is any organized effort to gather information about markets
or customers. It is a very important component of business strategy.
Market research is for discovering what people want, need, or believe. It can
also involve discovering how they act. Once that research is completed, it
can be used to determine how to market your product
To know the awareness level of the sleep disorder in people and prevalence
of the disorder in this area a questioner (annexure) is formed and it had
been filed by 300 people.
Result of marketing research
Level of awareness about sleep
apnea in this area
Prevalence of disease in this area
5.7% 48.56%
In India awareness level is very low and people do not take sleep disorders
seriously. Patients do not complain about symptoms until the condition is
worst.
OSA is prevalent in upper class of the India. It is also prevalent in top class.
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5.2 Marketing Strategy
To increase the awareness 3 marketing strategies has been adopted.
Doctors: -
o Message: We want to assist you in providing the very best healthcare for your patients.
o Local doctors were given informative brochures and basic idea
about sleep clinic.
o Call on physicians’ offices to educate the physicians and/or their office managers on sleep disorders. Provide physicians and office managers with screening information and educational brochures for their staff and patients
o Thank you notes to physicians who have referred patients within 48 hours of referral
Events :- for general public as well as Doctors
o Event was organized on the Sunday so that we can target more
people.
o Advertisement for event was done by flyers which had been
distributed via news papers.
o A presentation was given by the doctor and self assessment
questioners were given to the audiences so that they themselves
can evaluate that they had sleep disorder or not?
Advertisement and news:-
o Informative advertisement in local language was given in news
papers.
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6 Data collection
Data collection was done by feedback form:-
Feedback form was given to each patient and filled form was collected from
them.(annexure 11.1)
From the patient data sheet we came to know about clinical data of the
patient. (annexure 11.1)
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7 Observation
Marketing
strategy
Events Referred by
Doctor
Advertisement
and news
No. of the
patients
22 118 10
Percentage 14.66 78.67 6.66
events
64%
referred
by doctor
25%
advertisement
11%
marketing strategy
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Doctors %
Cardiologist 60
General physician 9.5
Pulmonologist 25
Others 5.5
From the patient clinical data sheet following data was obtained:-
67% of the patients were having high BMI.
25% of the patients were victim of sleep disorder just because of the
stress and life style.
cardilogist
60%
general
physicians
9%
pulmonologist
25%
others
6%
Doctors
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8 Conclusion and Discussion
Sleep diagnosis and sleep disorders are still new for the Indian market.
And people are not taking the disorder seriously until and unless their
family physician or any Doctor influences them. However, the mindset of
urban Indian patients is changing from treating illness to managing
wellness. In case of health care India is a Doctor Driven market.
Events and advertisement do have an effect but not satisfactory. Events
may influence the patient to think about the sleep disorder.
Advertisements helps in creating brand image or may be it creates
psychological effect in patient’s mind about the service that it is famous
and reliable. But it will not good result in short time. It will take time to
create a good image in the patient’s mind. Especially in the healthcare
market.
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9 Recommendations and suggestions
Cardiologist and pulmonologist doctors should be targeted to
achieve goal.
Obesity being the main reason of the sleep apnea that particular
type of the patient should be targeted. These patients may require
large-sized wheelchairs and beds and quick access to pre-surgical
appointments
Sleep lab accreditation may help to create a good brand image.
Risk of OSA is more in diabetic patient. Awareness in such patients
may help to create good patient base.
Weight loss programs: About 67 percent of people with OSA are
obese. Partnering with local weight loss programs could increase
referral base. A loss of just 10 percent of body weight may cure
OSA or diminish it significantly.
Transportation industry: It's widely recognized that drowsy driving
is very dangerous and that untreated OSA and narcolepsy may
increase risks. Both the aviation and the trucking industry now may
require sleep disorders screenings and/or maintenance of
wakefulness testing for vehicle operators. However cost of sleep
clinic is high so need to develop a good pricing strategy is
important.
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10 Links and references
http://www.aasmnet.org/
http://www.sleepdt.com/articles/5-2/
National Library of Medicine, Bethesda
http://sleepapnea.org/about-asaa.html
National Heart, Lung and Blood Institute/National Center on Sleep Disorders
Research Expert Panel on Driver Fatigue and Sleepiness. Drowsy driving and
automobile crashes: report and recommendations. Available from: URL:
www.nhlbi.nih.gov/health/prof/sleep/drsy_drv.pdf.
Essentials o healthcare marketing by Eric N. Berkowitz, page no.27-28