This document provides an overview of the pain management services offered at Aga Khan University Hospital (AKUH) in Karachi, Pakistan. It begins with the objectives and background of AKUH. It then analyzes the pain management clinic services using a SWOT analysis and compares AKUH to its main competitors. It also discusses market segmentation, the 4 P's of the pain management services, and current marketing tactics. The document concludes with recommendations to improve the pain management services at AKUH such as reducing prices, improving marketing strategies, and expanding coverage to underserved areas.

1. Course Project
(Pain Management in AKUH)
Report Developed By:
PHARM-NET

3. >>> OBJECTIVES<<<
Overview of the Organization
Selected Service – Pain Management Services In AKUH
SWOT Analysis
Our Competitors
Segmentation & Targeting
4 P’s of our Service
Market Share/Size
Pain Management Approaches
Marketing Tactics in Use
Recommendation

4. OVERVIEW
• Aga Khan University Hospitals in Karachi, Pakistan and Nairobi, Kenya are private, not-for profit institutions
providing high quality health care.
• In September 2006,
• AKUH became the first hospital in Pakistan and one of the select few teaching hospitals in the world to be
awarded Joint Commission International (JCI) accreditation for achieving and maintaining highest international
quality standards in healthcare.
MISSION
• The mission of AKUH is embodied in a summary statement which is as follows:
• To provide exemplary care to patients;
• To develop and test innovations in care, education and research;
• To support the teaching and research missions of the Faculty of Health Sciences
VISION
• AKUH will be recognised as one of the best health care institutions in Pakistan and the developing
world".
• By providing compassionate, ethical, accessible and high Quality care that meets or exceeds the needs
and expectations of our patients, their families and others whom we serve.

5. CORE VALUES AKUH
CORE VALUES
Goal-Orientated
Quality
Respect and trust
Ethical Behaviour

6. ►Common chronic pain
conditions that can be
treated at the pain clinic are
low back pain, neck and
shoulder pain, chronic pain
after accidents/injuries,
chronic bone and joint pains,
facial pain, headaches and
pain associated with cancer.
►The methods/modalities
range from conventional
drug therapy to
interventional pain
management. Almost all
types of nerve block
procedures including the
most advanced method of
Radio frequency for neuro-
ablation are available.
“PAIN MANAGEMENT CLINIC IN AKUH”
>>>OUR CHOOSEN SREVICE<<<

7. >>>SWOT ANALYSIS OF OUR PAIN MANAGEMENT
CLINIC SERVICES<<<

8. FACILITIES AKUH LNH ZUH
Pain Management Clinic Yes Yes Yes
Turnover per Day 100-120 30-40 25-30
Pharmacological Yes Yes Yes
Physiotherapy Yes Yes Yes
Nerve Block Procedures Yes Yes No
Radio Frequency Yes No No
CURRENT SERVICES WITH FACILITES IN TOWN

9. COMPETITVE
PROFILE MATRIX
AKUH Liaquat National
hospital
Ziauddin Medical
University
Critical
Success Factors
Weight Rating Score Rating Score Rating Score
Market Share 0.2 3 0.6 2 0.4 2 0.4
Product Quality 0.1 4 0.4 3 0.3 2 0.2
Price 0.08 1 0.08 2 0.16 1 0.18
Infrastructure 0.15 3 0.45 3 0.45 2 0.3
Affiliation 0.06 2 0.12 2 0.12 2 0.12
Programs 0.04 3 0.12 3 0.12 2 0.08
Customer
Satisfaction
0.15 3 0.45 3 0.45 2 0.3
Faculty 0.08 2 0.16 3 0.24 2 0.16
Research &
Development
0.06 2 0.12 2 0.12 2 0.12
Reputation 0.08 4 0.32 3 0.24 2 0.16
TOTAL 1 2.82 2.6 2.02
>>>OUR SERVICE SPECIFIC INFORMATION<<<
ANALYSIS OF MARKET AND COMPETITORS

10. AKUH
59%
Liaquat
National
Hospital
23%
Ziauddin
Hospital
10%
Imam Clinic
8%
MARKET SIZE OF OUR PAIN MANAGEMENT
SERVICES

11. MARKET SEGMENTATION OF OUR SERVICES
Patients suffering from ACUTE AND CHRONIC Pain.
MARKET TARGETTING OF OUR SERVICES
SPECIALTY
o Arthritis Patient
o Post-Accidental Pain
o Migraine
o Severe Pain after Surgery
o Muscle Strain
o Pain Associated with Cancer

12. >>>4P’S OF OUR PAIN MANAGEMENT CLINIC SERVICES<<<
PRODUCT PRICE
 Consultation
 Physiotherapy
 Acute Pain Management
 Faster Recovery with less likelihood of development of
other pain symptoms
 Improved quality of recovery & care
 Rehabilitation
-Training - Provision of Aids
 Clinic Rates: Rs. 1650 & Follow-up Charges: Rs. 1350
 Patient Welfare Program financially assists needy
patients, regardless of religion, gender, race, color,
creed or domicile.
 Provide access to its medical services, to needy
patients with minimum amount charges.
PLACE PROMOTION
• AKUH-University Road
• Clifton Medical Services-Physiotherapy
 Banners/Standee in Hospital
 Community-Awareness Sessions (Very few -1-2)
 GPs Workshops on infrequent basis
 Brochure
 In-house E-mail rotation for the offered services
details (within AKUH).
 Advertisements through Newspaper, Radio

14. RELIEF APPROACH OF OUR
PAIN MANAGEMENT SERVICES IN AKUH

15. BY PROVIDING MULTI-MODAL PAIN MAGMENT
&
PHARMACEUTICAL CARE PLAN
>>>OUR SERVICES BETTER THEN
OTHER COMPETITORS<<<

18. >>>ADVERTISEMENT OF OUR
PAIN MANAGEMENT CLINIC SERVICES<<<

20. LATEST CAMAPIGN OF PAIN MANAGEMENT SERVICES

21. LATEST CAMAPIGN OF PAIN MANAGEMENT SERVICES

22. >>>Brochure<<<

23. RECOMMENDATIONS
Focus should be on bringing prices of the services offered to the reasonable level.
Marketing Strategies should be improved by conducting Awareness Sessions on regular
basis; IEC Material should be distributed widely to customers; Media Channels/Billboard
campaign should be used; Awareness through Social-Media Groups Discussions/Blogs
The role of Public Private Partnerships should be enhanced.
The focus should be placed on quality trainings being offered to technical, paramedical
and nursing staff.
The Hospitals should provide coverage to the geographical areas being ignored so far
such as establishing facilities in far flung areas as outreach activities.
The Industry should focus on providing specialty wise Clinics and Medical Centers across
all over cities.