Listening To Your Patients A Survey Of Patient Behaviour In Jaipur India

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Listening To Your Patients A Survey Of Patient Behaviour In Jaipur India

  1. 1. LISTENING TO YOUR PATIENTS A survey of patient behaviour in Jaipur, India August, 2010 This note has been prepared by Kanvic for the exclusive purpose of our Clients.. The material contained herein cannot be copied, used, circulated for any other purpose. All rights reserved Kanvic Consulting Private Limited.
  2. 2. Contents A. Objectives and methodology 3 B. Key findings 8 C. Detailed findings 10 D. Contact 25 2
  3. 3. A. Objectives and methodology This note has been prepared by Kanvic for the exclusive purpose of our Clients.. The material contained herein cannot be copied, used, circulated for any other purpose. All rights reserved Kanvic Consulting Private Limited.
  4. 4. In view of changing healthcare landscape in Jaipur, we conducted a patient behaviour survey Location of Jaipur in Rajasthan state Healthcare sector has been witnessing a very rapid change in India with the entry of corporate hospitals, emergence of lifestyle diseases and evolving needs of Haryana population for healthcare services. Jaipur is a major city in North Western part of India and is a capital of the state Uttar of Rajasthan. Pradesh Healthcare landscape has changed Jaipur drastically with patients demanding better Rajasthan services and hospitals willing to offer them. The competition is also increasing with entry of new hospitals which have raised the bar for others. In view of changing market situation, Kanvic conducted a patient behaviour survey from July - August 2010. Madhya This report provides detailed findings of Gujarat patient profile and behaviour for Pradesh healthcare services in Jaipur. Area of survey 4
  5. 5. The survey had four main objectives 1 Map profile of patients visiting hospitals in Jaipur 2 Quantify disease incidence in Jaipur market Identify key criteria in choosing and judging a 3 hospital by patients 4 Understand patient’s satisfaction with the quality of care and services provided by a hospital 5
  6. 6. We interviewed 113 patients from 8 hospitals with a structured questionnaire 660 hospitals and nursing homes in Jaipur 113 Number of patients interviewed for the survey 8 Number of hospitals which participated in the study A cross-section of hospitals 14 hospitals Sample including private, public and trust catering both single speciality and multi-speciality selected based on their size, ownership pattern and speciality Face to face interview with Tool the patients with a structured questionnaire 6
  7. 7. Patients had a diverse profile including men and women from various occupations and age groups Age distribution, years, % Gender, % Occupation,% 1% 19% 12% 13% 7% 34% 16% 45% 34% 66% 27% 20% 5% 0 to 6 7 to 19 Male Government servant Business person 20 to 40 41 to 60  Female Private sector employee Housewife 60+ Student NA 45% respondents are 66% respondents are male and 34% respondents are from between 20 to 40 34% is female business. years old. Note: Percentages are percent of total number of respondents Source: Kanvic Patient Survey 2010 7
  8. 8. B. Key findings This note has been prepared by Kanvic for the exclusive purpose of our Clients.. The material contained herein cannot be copied, used, circulated for any other purpose. All rights reserved Kanvic Consulting Private Limited.
  9. 9. We found seven aspects of patient behaviour which are relevant for a hospital’s decision making Key findings from patient behaviour survey 1 Jaipur hospitals receive almost half the patients from other parts of Rajasthan outside Jaipur. The top five specialities in terms of patient volume are Orthopedics, General medicine, 2 Oncology, Gastroenterology and Cardiology. A doctor’s goodwill is the most important criterion for patients to choose a hospital. 3 It is followed by hospital’s reputation and specialisation. 4 One third patients stay for over 7 days in a hospital. While care received from Doctors is rated highly, hospitals need to make efforts to 5 improve their infrastructure and reception services. There is also a room for improvement in care provided by nurses. 6 A vast majority of patients are happy to recommend their hospital to other people. While doctor’s reputation is top 5 criteria in judging a hospital after patients have experienced the services, quality of doctors, quality of treatment and quality of facilities 7 carry more weight in judging a hospital. 9
  10. 10. C. Detailed findings This note has been prepared by Kanvic for the exclusive purpose of our Clients.. The material contained herein cannot be copied, used, circulated for any other purpose. All rights reserved Kanvic Consulting Private Limited.
  11. 11. We covered three stages of a patient’s experience with hospital services to map their profile and understand behaviour Key issues covered in survey 3 1 Criteria for Source market Post Pre judgement Disease incidence admission Recommendation discharge Selection criteria Repeat patient (loyalty) 2 During admission Average length of stay (ALOS) Medical care Services Source: Kanvic 11
  12. 12. Almost half the patients come from other cities in Rajasthan 1 Source markets for patients coming to hospitals in Jaipur, percent of respondents, n=113 3 10 An overwhelming 48% patients come from cities other than Jaipur in Rajasthan. 48 Other states also contribute a significant 10 100 percent. These findings have implications for hospitals to develop referral network with 39 primary health centres and doctors in their source market. Jaipur Other cities of Outside No reply Total Rajasthan Rajasthan Source: Kanvic Patient Survey 2010 12
  13. 13. Orthopedics has maximum number of patients for treatment 1 Patients seeking treatment in each speciality, percent of respondents, n=113 Orthopedics 17.7% Orthopedics is the highest General medicine 14.2% volume speciality with over 17 percent patients seeking Oncology 13.3% treatment in this area. Gastroenterology 12.4% Combined with General medicine and Oncology, Cardiology 8.8% they cover almost half the patients in Jaipur. Neurosurgery 7.0% Obstetrics & 6.0% Cardiology is at number five Gynaecology with 8.8 percent patients 4.0% coming for treatment for Nephrology heart related diseases. 3.5% Neurology Other specialities like 3.5% Neurology and Urology also Urology figure in top 10. 9.6% Other Source: Kanvic Patient Survey 2010 13
  14. 14. Doctor’s goodwill is the most important factor for a patient to choose a hospital 1 Criteria for choosing a hospital, percent, n=113 Doctor’s goodwill 27.4% Over 27 percent patients choose a hospital based on Hospital’s reputation 16.8% doctor’s goodwill. Hospital’s 10.6% specialisation Hospital’s reputation and its Referrals 10.6% specialisation are other important factors finding Close to home 7.9% favour with 16.8% and Quality of Facilities 6.2% 10.6% patients respectively. Referred by another hospital 4.4% While clinical factors are the key reasons for a patient to Quality of Treatment 3.5% make a choice, non-clinical Affordability 3.5% factors such as close to home and quality of facilities are Quality of Services 3.5% also important to some extent. Employer’s choice 3.5% Affordability is also part of Previous experience 3.5% decision making but not a critical factor while choosing a Quality of Staff 2.6% hospital. Note: Percentages add up to more than 100 because of multiple responses Source: Kanvic Patient Survey 2010 14
  15. 15. Over 40 percent patients had visited the same hospital earlier 1 Repeat patients visiting a hospital, percent of respondents NO 42% YES 58% Source: Kanvic Patient Survey 2010 15
  16. 16. One third inpatients stay for over seven days in a hospital 2 Segmentation of patients, percent Average length of stay (ALOS) for of respondents, n=113 inpatients, percent of respondents, n=61 Outpatients 46% Inpatients 54% 48% 33% 20% Less than 3 Between 3 Over 7 days days and 7 days Source: Kanvic Patient Survey 2010 16
  17. 17. Hospitals’ performance on key service indicators is a mixed bag with some hospitals showing consistent results 2 Patients rating hospital services “Excellent”, percent of respondents, n=113 Hospital Reception Care from Doctor Care from Nurse Infrastructure 13% A 13% 13% 0% 80% 100% 60% 80% B C 75% 87% 75% 75% NR D 12% 24% 24% 90% E 80% 100% NR 30% F 50% 60% 30% 87% G 47% 60% 78% H 49% 74% 60% 66% NR - No Response Source: Kanvic Patient Survey 2010 17
  18. 18. While some hospitals have been rated excellent by 80 percent patients for reception services, the rating is as poor as 12-13 percent for others 2 Rating reception services, percent of respondents, n=113 Hospital A 13% 87% Reception services play an important role in patient satisfaction. B 80% 20% While not as important as C 75% 25% clinical services, they can create a negative perception even if the clinical services D 12% 53% 35% are excellent. E 80% 20% While some hospitals have been rated highly for quality of reception services, there F 50% 40% 10% are others who have not done well. G 47% 13% 33% 7% In two hospitals, 7-9 percent patients rate quality of H 49% 20% 22% 9% reception services as bad. Excellent Good Acceptable Bad Source: Kanvic Patient Survey 2010 18
  19. 19. We found two hospitals exceptionally good in patients’ satisfaction with care received from doctors 2 Rating care received from doctors, percent of respondents, n=113 Hospital A 13% 87% B 100% Care from Doctors is a key factor in determining C satisfaction level of patients. 87% 13% Two hospitals have been D 24% 65% 11% rated excellent by 100 percent of their patients for quality of care received from E 100% Doctors. F 60% 40% At the same time, there are two hospitals where quality of care from Doctors is either G 80% 20% acceptable or poor. H 74% 23% 3% Excellent Good Acceptable Bad Source: Kanvic Patient Survey 2010 19
  20. 20. On the other hand, there is a room for improvement in care provided by the nurses with one hospital doing bad 2 Rating of care received from nurses, percent of respondents, n=113 Hospital A 13% 25% 35% 25% While Doctors visit patients once or twice in a day, nurses are available 24x7. B 60% 40% As a result, the expectation C 75% 25% level from nurses is high. There is a room for D NR improvement in quality of care provided by nurses. E NR No hospital has achieved 100% excellent rating in this F 30% 70% case. On the contrary, there is one G 78% 22% hospital which has been rated bad by as high as 60% 20% 20% 25% patients. H Excellent Good Acceptable Bad NR - No Response Source: Kanvic Patient Survey 2010 20
  21. 21. Infrastructure is also an issue with a couple of hospitals 2 Quality of infrastructure (rooms, facilities etc.), percent of respondents, n=113 Hospital A 75% 13% 12% B 80% 20% Quality of infrastructure also needs improvement. C 75% 25% While half the hospitals have been rated excellent by over D 24% 59% 17% 75 percent patients for infrastructure, the other half lags behind by a large E 90% 10% difference. F 30% 60% 10% On infrastructure also, two hospitals have been rated poor by their patients. G 87% 13% H 66% 26% 8% Excellent Good Acceptable Bad Source: Kanvic Patient Survey 2010 21
  22. 22. In spite of hiccups in non clinical services, a majority of patients are willing to recommend the hospital 3 Willingness to recommend hospital to other patients, percent of respondents, n=113 Hospital A 100% B 100% C 100% D 94% 6% E 90% 10% F 100% G 100% H 91% 9% Yes No Source: Kanvic Patient Survey 2010 22
  23. 23. Quality of doctors is also the most important criteria in judging a hospital 3 Criteria for judging a hospital, percent of respondents, n=113 Quality of doctors 42.5% Quality of doctors, Quality of treatment 23.9% treatment and facilities are the three most important 23.0% criteria in judging a hospital Quality of facilities with an overwhelming 42.5 Doctor’s reputation percent patients judging a 20.3% hospital based on quality of doctors. Quality of staff 15.9% Quality of infrastructure Other factors which patients 11.5% choose to judge a hospital are quality of staff, infrastructure Quality of services 10.6% and services. Affordability 4.4% While patients consider Hospital’s reputation affordability, quality of 3.5% reception and proximity to home in their decision Quality of reception 3.5% making, they are not rated very high in importance. Close to home 0.8% Note: Percentages add up to more than 100 because of multiple responses Source: Kanvic Patient Survey 2010 23
  24. 24. Mapping the criteria for choosing and judging a hospital throws some important insights about a patient’s behaviour 3 A map of patients’ criteria for choosing and judging a hospital Doctor’s reputation has clearly emerged as the most important High Quality of Importance for judging a hospital doctors Quality of criterion in choosing and judging treatment Quality of a hospital. facilities Doctor’s Quality of reputation While quality of doctor, staff Quality of treatment, and facilities are services important for judging the hospital, they are not highly rated Medium for choosing a hospital. This is perhaps due to rating of judgement given by patients after experiencing healthcare services at the hospital. Affordability Hospital’s Close to reputation The difference in criteria are Low home important for hospitals to align themselves with new and repeat patients differently. Low Medium High Importance for choosing a hospital Source: Kanvic Patient Survey 2010, Kanvic analysis 24
  25. 25. D. Contact This note has been prepared by Kanvic for the exclusive purpose of our Clients.. The material contained herein cannot be copied, used, circulated for any other purpose. All rights reserved Kanvic Consulting Private Limited.
  26. 26. Authors of the study Deepak Sharma Director M: +91 99283 77800 E: deepak@kanvic.com Maxime Assedo Junior Consultant M: +91 76655 96165 E: maxime@kanvic.com Abhishek Taragi Junior Consultant M: +91 94147 96338 E: abhishek@kanvic.com 26
  27. 27. About Kanvic Kanvic is a management consulting firm helping businesses develop winning strategies, drive profitable growth and achieve operational excellence to reap long lasting rewards in fast growing Indian economy. We work with C-level executives to develop innovative solutions for business challenges of 21st century India by bringing in leading edge management thinking informed by in-depth research and sound analysis. Contact Jaipur Bangalore London Deepak Sharma Ravindra Beleyur Bharat Vagadia M: +91 99283 77800 M: +91 94481 46963 M: +44 7711 898089 E: deepak@kanvic.com E: ravi@kanvic.com E: bharat@kanvic.com www.kanvic.com 27

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