6 Declaration from the Student This is to certify that I have completed the Project titled “MARKET RESEARCH FOR HEALTHCARE INFORMATION SERVICES of Religare’s New Health Service Health line 24x7” under the guidance of “Mr . R. K Mohanthi” (company guide) and Prof. Rahul (college guide) in partial fulfillment of the requirement for the award of Master of business administration. This is an original piece of work & I have not submitted it earlier elsewhere. Date: Signature: Place: Jamshedpur Name: SUNIL KUMAR Session:2010-2012 Reg. No. :MBA29986/2010 Roll No. :10MBA210023101 Netaji Subhas Institute of Business Management, Jamshedpur
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6
Declaration from the Student
This is to certify that I have completed the Project titled “MARKET RESEARCH FOR
HEALTHCARE INFORMATION SERVICES of Religare’s New Health Service
Health line 24x7” under the guidance of “Mr . R. K Mohanthi” (company guide) and
Prof. Rahul (college guide) in partial fulfillment of the requirement for the award of
Master of business administration. This is an original piece of work & I have not submitted it
earlier elsewhere.
Date: Signature:
Place: Jamshedpur Name: SUNIL KUMAR
Session:2010-2012
Reg. No. :MBA29986/2010
Roll No. :10MBA210023101
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Certificate from Company/ Organization
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Certificate from Guide
This is to certify that the project entitled “MARKET RESEARCH FOR HEALTHCARE
INFORMATION SERVICES” submitted by Mr. SUNIL KUMAR bearing Registration
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no. – MBA29986/2010, Roll no. – 10MBA210023101, Session – (2010 – 2012) as a partial
fulfillment of the requirement of Master of Business Administration (MBA) is an authentic
work carried out by him at Religare Technologies under my supervision.
The matter presented in this project work has not been submitted earlier for the award of any
degree or diploma to the best of my knowledge and belief.
Place : Jamshedpur Prof. Rahul
Date : (Faculty Member)
NSIBM, Jamshedpur
Acknowledgement
I wish to place on record my deep sense of gratitude to (RELIGARE TECHNOLOGIES),
for providing me an opportunity to take up this project and giving me a platform which is the
first step of my professional career.
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A successful project can never be prepared by the single efforts of the person to whom
project is assigned, but it also demand the help and guardianship of some conversant person
who helped the undersigned actively or passively in the completion of successful project. I
did my summer project for six weeks in the Delhi NCR.
At the point of submission of this report, I feel honored to be associated with the leading key
maker of the world, with one of its Branches located at NOIDA. It was a great experience
staying with RELIGARE TECHNOLOGIES. (The Healthline 24x7). I come to know
about many aspects of this profession.
'To initiate with anything I would like to record my sincere thanks to Mr. R.K.MOHANTY
(senior executive South Delhi location) to give me an opportunity to work as trainee in the
organization, at Noida unit.
I would also like to extend my thanks to Mr. Kushal Soni (sales head Delhi NCR) who
spared valuable time from their busy schedule to guide me on certain occasions white my
project work was in progress.
Finally, I give my sincere thanks to all the members of The Religare Technologies, Noida
and my respected Faculty members who helped me and motivated me for preparing
this project.
Place : Jamshedpur Sunil Kumar
Date :
Netaji Subhas Institute of Business Management, Jamshedpur
a. Company Profile 10-16b. Objectives of the study 09
Chapter – 2 Research Methodology 17-19a. Sources of datab. Sample Sizec. Methods of data collectiond. Instrument Usede. Statistical tools & techniques of analyses
Chapter – 3 Data Analyses 20-52Chapter – 4 Result & Interpretation (Findings) 53-56Chapter – 5 Limitations of The Study 57-58Chapter – 6 Conclusion 59-60Chapter – 7 Suggestions / Recommendations 61-62Chapter – 8 Bibliography 63-64Chapter – 9 Annexure 65
a. Questionnaires 66
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Executive Summary
This project is on “MARKET RESEARCH FOR HEALTHCARE INFORMATION
SERVICES of Religare Technologies Health Care in the market of Delhi” I have
attempted to study the healthcare sector in India that is currently passing through an exciting
and challenging phase. The basic aim is to do a study of the healthcare services in different
location of Delhi NCR companies with focus on to get more numbers of stakeholders to get
healthline 24x7 service.
Further the project attempts to analyze the factors that influence the choice of the customer’s
healthcare services products of different companies.
The study involve a survey of several respondents using voice and web as the research
instrument augmented with informal interviews of the customers and also make through use
of information available on the internet.
A part of the project report also dealt with understanding the behavioral aspect of the
consumer and some doubt regarding financial paper and trying to give some guide line
regarding that.
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CHAPTER – 1
INTRODUCTION
COMPANY PROFILE
OBJECTIVE OF THE STUDY
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INTRODUCTION
Healthcare sector in INDIA is not really organized. In foreign countries healthcare sector is
very well organized leading to a satisfactory and healthy life of the people. But in the present
times, INDIA is also feeling a dire need of a proper healthcare system which can guide
people about the proper direction to live a healthy life.
Now a days, people are well educated and are very conscious about their health. According to
a study, 70% of the educated people know how to use internet for fulfilling their needs.
People take their health very seriously these days and are using the internet for their health
needs. So, Religare Health understood this need of people wanting a platform to solve their
health related problems in an efficient and organized way.
In this research report, I have attempted to study the scope and acceptance of the health
information system developed by Religare Health through understanding the Indian health
care market and interpreting the views and opinions of the doctors and the people about the
service being offered to them. The research is about how the people respond to such a
service. What are their views about the launch of such a service. Can they add their Views
which the company can use for the betterment of the service. On the other hand what Doctors
think about this service. Do they think this kind of service will be beneficial to them Or
public. Do they think that such type of service can bring a reform in healthcare sector in
INDIA.
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OBJECTIVE OF THE STUDY
Whether the idea of providing the health information with ease, will succeed or fail? The
primary objective behind the study is to find out the acceptance of the service in the market.
The Research project has been carried out to aid Religare Health, in offering services that the
customer needs and to suggest ways in order to capitalize the market in an efficient manner.
The other objectives are:
a) Scope of Electronic Health Records among people.
b) Acceptance of Electronic Health Records among people.
c) Analysis of factors determining the variation in consultation fees among the doctors.
d) Analysis of factors determining the variations hospital admission charges, operative
procedure charges, lab test charges etc.
e) Customers’ requirement for constant updating on the latest medical facts.
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COMPANY PROFILE
About the Company:
Introduction:
Religare Technova Limited is the holding company for the IT business of a large diversified
Indian transnational business group. The group pursues aggressive business interests globally
in Financial Services (Religare Enterprises), Health Care (Fortis HealthCare), Wellness
HealthLine 24x7 has compiled an exhaustive list of diseases complete with their causes,
symptoms, diagnosis, treatment and alternative remedies. This information will make
common man understand the disease better and manage and monitor it more efficiently and
effectively.
Symptom-to-disease-to-specialist
Let it know the symptoms and it will not only help to identify the possible causative diseases
but also assist in locating the right specialist. The dedicated and qualified team is available
round the clock, ready to address any health query.
Robust information on all medicines
HealthLine24x7 provides robust information on all medicines categorized by pharmacology
- action time, common dosage, what to do in a missed dose, over dose, precaution during
pregnancy, for kids and for old age, side effects, used to treat diseases, price comparisons by
various manufactures, availability in locations, brands available, substitutes or alternatives,
etc.
Religare’s initiative, a healthcare portal, can also cater to the need of international patients
who want to get their treatment done in India in a cost-effective, safe and hygienic manner.
Hundreds of domestic/international patients are expected to be benefitted from Religare
Health by means of live assistance, "Ask our Experts" service and phone based directory
services which come at absolutely free-of-cost to the users.
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CHAPTER – 2
RESEARCH METHODOLOGY
SOURCE OF DATA
SAMPLE SIZE
METHOD OF DATA COLLECTION
INSTRUMENT USED
STATISTICAL TOOLS AND TECHNIQUES OF
ANALYSIS
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METHODOLOGY
Research Design
Research design depends on the nature or the type of research involved. The type of research
can be of exploratory, descriptive or causal in nature.
Type of Research
The primary objective of the study is to find out the acceptance of the Healthcare Information
System in the market and understanding the behavior of the consumers towards it. So,
descriptive research is most suitable for the project as the objective of descriptive research is
to describe things, such as the market potential for product/services or the demographics and
attitudes of consumers who buy the product/services.
Population/Universe
The target audience comprises of all the stakeholders in healthcare sector i.e. Doctors, Path
Labs, Radiology Labs, Pharmacists, Opticians, Hospitals & Nursing Homes/Clinics and
Consumers of the service in West Delhi Region.
Sample Size
In order to understand the behavior of the population defined above, a sample of 100 has
been taken for the study. This sample size is further divided into:
a) 70 Customers and
b) 30 Doctors.
Sampling Technique
Non probability sampling has been used in order to draw the sample from that part of
population which is close to hand. The reason behind Judgmental and convenience sampling
is that it is readily available and convenient for selecting the sample population.
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Data Collection
Primary and Secondary data
The research consists of the application of both primary and secondary data. Primary data
was collected through a questionnaire specially designed for doctors and consumers. The
secondary data was collected through websites and from various journals and magazines.
Instruments for Data Collection
The data was collected through:
a) Forms designed specifically for Doctors, Pharmacists, Diagnostics Labs, Opticians
and Hospitals & Nursing Homes/Clinics, by the company for the purpose of creating
the database for Healthcare Information System, and
b) A questionnaire was also designed by especially for Doctors and Consumers, in order
to understand their behavior towards the service. The questionnaire is designed with
the view of knowing the level of willingness in the people to really use this service
and to know the views of the doctors about this service and acknowledge their
valuable suggestions to make this service successful.
Method for Data Collection
Field work in terms of going to doctors and making them fill up the questionnaires, then
explaining them the service and taking their feedbacks on the prospects of the business.
People were also made to fill up the questionnaires to evaluate their response for this service
in the locality assigned to me by the company i.e. areas of West Delhi.
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CHAPTER – 3
DATA ANALYSIS
GRAPHIC REPRESENTATION
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DATA ANALYSIS
Public’s Opinion
1. Gender: Based on Gender
Table No. 1- Respondent's Gender
Frequency Percent Valid Percent Cumulative Percent
Female 32 45.7 45.7 45.7
Male 38 54.3 54.3 100.0
Total 70 100.0 100.0
Chart No. 1
Summary:
Out of the 70 Respondents: 46% of the population comprises of females and 54% are males.
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2. Age: Based on Age
Table No. 2 Respondent's Age
Frequency Percent Valid Percent Cumulative Percent
18-25 years 39 55.7 55.7 55.7
26-35 years 14 20.0 20.0 75.7
36-45 years 11 15.7 15.7 91.4
46-60 years 6 8.6 8.6 100.0
Total 70 100.0 100.0
Chart No.2
Summary:
Out of the 30 respondents:
56% of sample represented by age group 18-25 years,
20% by age group 26-35 years,
16% by age group 36-45 years,
8% by age group 46-60 years, and
0% represented by age group 60 & above.
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Q1. Do you have an internet facility at your Home/Office/Clinic?
Table No. 3 Access to Internet Facility
Frequency Percent Valid Percent Cumulative Percent
Yes 58 82.9 82.9 82.9
No 12 17.1 17.1 100.0
Total 70 100.0 100.0
Chart No. 3
Summary:
Bases on the survey conducted, 83% of the population have an access to internet facility.
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Q2. According to you RELIGARE TECHNOLOGIES is into:
Table No. 4 People’s Perception about Religare Technologies
Frequency Percent Valid PercentCumulative Percent
Financial Services 15 21.4 21.4 21.4
Global IT Services 2 2.9 2.9 24.3
Healthcare 12 17.1 17.1 41.4
Never Heard Before 31 44.3 44.3 85.7
Financial Services & Healthcare
9 12.9 12.9 98.6
Financial Services & Global IT Services
1 1.4 1.4 100.0
Total 70 100.0 100.0
Chart No. 4
Summary:
Majority of the population are not aware of Religare Technologies and those who are aware,
are mostly confined to Financial & Healthcare Sector.
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Q3. What will you prefer to have an access to Medical Information with ease?
Table No. 5 Preference
Frequency Percent Valid PercentCumulative Percent
Website 45 64.3 64.3 64.3
Over Phone (Voice) 25 35.7 35.7 100.0
Total 70 100.0 100.0
Chart No. 5
Summary:
Majority of respondents prefer website over phone, in order to access to medical information
with ease.
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Q4. Would you like to be updated on Health News?
Table No.6 Updates for Health News
Frequency Percent Valid Percent Cumulative Percent
Yes 45 64.3 64.3 64.3
No 25 35.7 35.7 100.0
Total 70 100.0 100.0
Chart No. 6
Summary:
According to the statistics above –
64% of the respondents wants to be updated with Health News, and
36% of the respondents haven’t shown their interest.
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Q5. Will you participate in the discussion forum on our website?
Table No. 7 Participation in the discussion forum
Frequency Percent Valid Percent Cumulative Percent
Regularly 7 10.0 10.0 10.0
Sometimes 32 45.7 45.7 55.7
Never 31 44.3 44.3 100.0
Total 70 100.0 100.0
Chart No. 7
Summary:
10% of the respondents have said that they will participate in the Discussion forum on
a regularly basis,
46% of the respondents will participate sometimes, and
44% of the respondents don’t have time for this.
There is a mixed response by the respondents, regarding the participation in the discussion
forum.
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Q6. Are you aware of any such type of service being already provided in the market?
Table No. 8 Awareness about such kind of service being already provided
Frequency Percent Valid Percent Cumulative Percent
Yes 9 12.9 12.9 12.9
No 61 87.1 87.1 100.0
Total 70 100.0 100.0
Chart No. 8
Summary:
It is observed that there is a lack of awareness about such kind of service prevalent in the market as only 13% of the respondents said that they use Google and Just Dial Services presently.
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Q7. Would you like us to maintain your Health Records electronically?
Table No. 9 Electronic Health Record
Frequency Percent Valid Percent Cumulative Percent
Yes 36 51.4 51.4 51.4
No 34 48.6 48.6 100.0
Total 70 100.0 100.0
Chart No. 9
Summary:
Half of the population wants to maintain their health records electronically and other half is
not interested.
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Q8. Would you like to fix an appointment with the physician and hospitals using our service,
if provided?
Table No. 10 Fix an appointment using our service
Frequency Percent Valid Percent Cumulative Percent
Yes 42 60.0 60.0 60.0
No 28 40.0 40.0 100.0
Total 70 100.0 100.0
Chart No. 10
Summary:
60% of the respondents would like to fix their appointment with the doctor well in advance
using Religare’s service, while 40% of respondents don’t want to fix an appointment.
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If interested in fixing an appointment, which medium would you prefer?
Table No. 11 If Yes to Q8
Frequency Percent Valid PercentCumulative Percent
Website 18 25.7 42.9 42.9
Over Phone (Voice) 24 34.3 57.1 100.0
Total 42 60.0 100.0
Not Applicable 28 40.0
Total 70 100.0
Chart No. 11
Summary:
In order to fix an appointment, respondents have preferred Phone in order to fix an
appointment as only 43% have said they will use Website for the purpose.
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Q9. Would you like us to remind you about your appointment fixed with the physician or
hospital?
Table No. 12 Appointment Alerts
Frequency Percent Valid Percent Cumulative Percent
Yes 36 51.4 51.4 51.4
No 34 48.6 48.6 100.0
Total 70 100.0 100.0
Chart No. 12
Summary:
51% of the respondents have liked the concept and will use it and 49% of the respondents
have refused for using this service.
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If interested in appointment alerts, which medium would you prefer?
Table No. 13
Frequency Percent Valid PercentCumulative Percent
SMS 18 25.7 50.0 50.0
Over Phone (Voice) 16 22.9 44.4 94.4
E-mial 2 2.9 5.6 100.0
Total 36 51.4 100.0
Not Applicable 34 48.6
Total 70 100.0
Chart No. 13
Summary:
Interested respondents in Appointment Alerts Service have preferred SMS followed by
Phone. Only 6% of interested respondents have opted for E-Mail.
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Q10. Would you like us to remind you that - it’s your medicine time?
Table No. 14 Medicine Alarm
Frequency Percent Valid Percent Cumulative Percent
Yes 37 52.9 52.9 52.9
No 33 47.1 47.1 100.0
Total 70 100.0 100.0
Chart No. 14
Summary:
Considering the facts, 53% respondents have opted for Medicine Alarm Service and others
seems to be not interested.
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If interested in Prescribed Medicine’s Alarm, which medium would you prefer?
Table No. 15 If Yes to Q10
Frequency Percent Valid PercentCumulative Percent
SMS 24 34.3 64.9 64.9
Over Phone (Voice) 11 15.7 29.7 94.6
E-mail 2 2.9 5.4 100.0
Total 37 52.9 100.0
Not Applicable 33 47.1
Total 70 100.0
Chart No. 15
Summary:
SMS as a medium is a choice of 65% of the interested respondents whereas 30% of the
interested respondents have opted phone and only 5% goes for E-Mail.
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Q11. Would you like to write-off your hospital’s due or make payment to doctor online?
Table No. 16 Online Payment
Frequency Percent Valid Percent Cumulative Percent
Yes 34 48.6 48.6 48.6
No 36 51.4 51.4 100.0
Total 70 100.0 100.0
Chart No. 16
Summary:
49% of the respondents would like to make payment online, and
51% of the respondents are not interested.
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Q12. Will you use the Health Tools i.e. Health Calculators such as Weight, Diet, Disease
Risk and Women’s health related calculators online?
Table No. 17 Health Tools
Frequency Percent Valid Percent Cumulative Percent
Yes 26 37.1 37.1 37.1
No 44 62.9 62.9 100.0
Total 70 100.0 100.0
Chart No. 17
Summary:
Majority have disliked the concept of health calculators, while 37% of the respondents would
like to use it.
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Q13. Will you refer others to make use of our services?
Table No.18 Refer others to make use of our services
Frequency Percent Valid Percent Cumulative Percent
Yes 51 72.9 72.9 72.9
No 19 27.1 27.1 100.0
Total 70 100.0 100.0
Chart No. 18
Summary:73% of the respondents have said that they will refer others to make use of Religare’s initiative, while 27% of the respondents declined to refer it to others.
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Doctors’ Opinion
Gender:
Table No. 19 Respondent's Gender
Frequency Percent Valid Percent Cumulative Percent
Female 11 36.7 36.7 36.7
Male 19 63.3 63.3 100.0
Total 30 100.0 100.0
Chart No. 19
Summary:
Out of the 30 Doctors: 37% of the population comprises of females and 63% are males.
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Age: Based on age
Table No. 20 Respondent's Age
Frequency Percent Valid Percent Cumulative Percent
18-25 years 7 23.3 23.3 23.3
26-35 years 6 20.0 20.0 43.3
36-45 years 14 46.7 46.7 90.0
46-60 years 3 10.0 10.0 100.0
Total 30 100.0 100.0
Chart No. 20
Summary:
Out of the 30 respondents:
23% of sample represented by age group 18-25 years,
20% by age group 26-35 years,
47% by age group 36-45 years,
10% by age group 46-60 years, and
0% represented by age group 60 & above
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Q1. Do you have an internet facility at your Home/Office/Clinic?
Table No. 21 Access to Internet Facility
Frequency Percent Valid Percent Cumulative Percent
Yes 27 90.0 90.0 90.0
No 3 10.0 10.0 100.0
Total 30 100.0 100.0
Chart No. 21
Summary:
Only 1 doctor out of 10 does not have an access to internet facility, based on the survey
conducted.
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Q2. According to you, RELIGARE TECHNOLOGIES is into:
Table No. 22 People’s Perception about Religare Technologies
Frequency Percent Valid PercentCumulative Percent
Financial Services 5 16.7 16.7 16.7
Healthcare 12 40.0 40.0 56.7
Never Heard Before 9 30.0 30.0 86.7
Financial Services & Healthcare
4 13.3 13.3 100.0
Total 30 100.0 100.0
Chart No. 22
Summary:
Survey has shown that people are less aware of Religare Technologies. According to the results, the facts can be summarized as follows:
40% of doctors knows that Religare is into Healthcare Sector, 17% of doctors knows that Religare is into Financial Sector, 13% of doctors knows that Religare is into both the sectors mentioned above, and 30% of doctors are not aware of Religare.
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Q3. What will you prefer to have an access to Medical Information with ease?
Table No. 23 Preference
Frequency Percent Valid PercentCumulative Percent
Website 19 63.3 63.3 63.3
Over Phone (Voice) 11 36.7 36.7 100.0
Total 30 100.0 100.0
Chart No. 23
Summary:
Most of the doctors have preferred Website as better option to access to the medical
information, whereas only 37% of doctors are interested in using Phone as a medium.
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Q4. Would you like to be updated on Health News?
Table No. 24 Updates for Health News
Frequency Percent Valid Percent Cumulative Percent
Yes 22 73.3 73.3 73.3
No 8 26.7 26.7 100.0
Total 30 100.0 100.0
Chart No. 24
Summary:
According to the statistics above –
73% of doctors wants to be updated with Health News, and
27% of doctors haven’t shown their interest.
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Q5. Will you participate in the discussion forum on our website?
Table No. 25 Participation in the discussion forum
Frequency Percent Valid Percent Cumulative Percent
Regularly 3 10.0 10.0 10.0
Sometimes 18 60.0 60.0 70.0
Never 9 30.0 30.0 100.0
Total 30 100.0 100.0
Chart No. 25
Summary:
60% of doctors have said that they will participate in the Discussion forum –
Sometimes.
10% of doctors will participate on a regularly basis
30% of doctors don’t have time for this.
Though doctors won’t participate on a regular basis, but majority have shown the interest for
Discussion forum.
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Q6. Are you aware of any such type of service being already provided in the market?
Table No. 26 Awareness about such kind of service being already provided
Frequency Percent Valid Percent Cumulative Percent
Yes 4 13.3 13.3 13.3
No 26 86.7 86.7 100.0
Total 30 100.0 100.0
Chart No. 26
Summary:
Majority of the doctors are not aware of any such service prevalent in the market and those who knows are less in no. and refer to Just Dial, Yahoo Health etc. Thus, there is a lack of awareness about such kind of service on the part of doctors.
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Q7. Would you like to publish your Medical Research Articles on our Forum?
Table No 27 Publish - Medical Research Articles
Frequency Percent Valid Percent Cumulative Percent
Yes 13 43.3 43.3 43.3
No 17 56.7 56.7 100.0
Total 30 100.0 100.0
Chart No. 27
Summary:
There has been a mixed response from the doctors on publishing Medical Research Articles as –
43% said they will publish While 57% refused to do it.
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Q8. Will you consult to the specialists for better information using our services in future?
Table No. 28 Consult from specialists
Frequency Percent Valid Percent Cumulative Percent
Yes 12 40.0 40.0 40.0
No 18 60.0 60.0 100.0
Total 30 100.0 100.0
Chart No. 28
Summary:
60% Doctors refused to consult the other available specialists online.
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Whereas 40% Doctors have refused to consul
Q9. Would you like to provide value added services to your patients?
Table No. 29 Value added services
Frequency Percent Valid Percent Cumulative Percent
Yes 18 60.0 60.0 60.0
No 12 40.0 40.0 100.0
Total 30 100.0 100.0
Chart No. 29
Summary:
60% Doctors wants to provide value added services to their patients and 40% of the sample
thinks – it is of no use.
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Majority wants to provide facility for Online Appointment Scheduling, followed by Electronic Health Records, whereas 17% of the sample has shown their interest in Online Payment Facility. Appointment Alerts, Prescribed Medicine’s Alarm and E-Mail Reports were less entertained.
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Q10. In your opinion, what should be the price range for these value added services on a monthly basis?
Table No. 31 Price for Package
Frequency Percent Valid PercentCumulative Percent
Rs. 200-300 19 63.3 63.3 63.3
Rs. 300-400 6 20.0 20.0 83.3
Not Willing to Pay 5 16.7 16.7 100.0
Total 30 100.0 100.0
Chart No. 31
Summary:
As per the data collected:
63% of doctors will think the price band should be Rs. 200-300,
20% of doctors feel it should be Rs. 300-400, and
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17% of doctors are not willing to pay for it.Q11. Will you refer your patients to make use of our services?
Table No. 32 Refer our services to patients
Frequency Percent Valid Percent Cumulative Percent
Yes 24 80.0 80.0 80.0
No 6 20.0 20.0 100.0
Total 30 100.0 100.0
Chart No. 32
Summary:80% of doctors will refer Religare’s initiative to their patients while 20% of sample refused to do so.
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CHAPTER – 4
RESULT & INTERPRETATION
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FINDINGS AND THEIR IMPLICATIONS
On the basis of survey undertaken, it has been concluded that:
a) According to the result of the survey, it has been found that in this era of technology
more than 83% of the people use internet in their day to day life .So there is a
tremendous scope in persuading the people to use this healthcare portal for organizing
their health needs.
b) Religare has to perform various above the line(ATL) and below the line(BTL)
activities to create awareness about the firm in the general public and to generate trust
in people about authentication of services as more than 31% of the customers have
not heard about the brand before. Instead of the fact that Religare is a large
diversified Indian transnational business group consisting of Financial Services
(Religare Enterprises), Health Care (Fortis HealthCare), Wellness (Religare Wellness,