A Project on Emergency
      Response System Solution
                     Design Brief 3
                     Done By:

 ...
Team Members



 Collection & shifting       Transportation of     Transfer of Patient
      of Patient                 Pa...
Revision Sheet

Issue                                                Prepared        Approved
          Date           Mod...
Chapter   Topics                           Page No

1.        Project Background
2.        Problem Statement
2.1.      Pro...
1. Project Background




                                  5
              Team B Sanjeevani
1. Project Background
•   The size of the Indian Health Care industry is estimated at around Rs. 2,000
    billion in 2008...
1. Project Background
                                           •   Hospital industry, especially the
                   ...
1. Project Background…

• In order to address the issues, VLM students as part
  of their curriculum have been assigned a ...
2. Problem Statement




                                  9
              Team B Sanjeevani
2. Problem Statement




The existing emergency response service provided by the Health
Centre at IIT Kanpur needs some im...
2.1. Problem Description

•   Currently while carrying out these operations the Health Centre
    faces certain key issues...
2.2. Team Profile
•   The above problem has been divided into three phases by the project
    sponsors viz.,
     – collec...
3. Process Adopted




                                  13
              Team B Sanjeevani
3.1. Design for Six Sigma

• After much deliberation, the team has decided to
  adopt ‘Design for Six Sigma’ process for t...
3.2.1. Innovation Phase




                                  15
              Team B Sanjeevani
3.2.1.1. Innovation Phase – Phase 1 & 3




                                          16
                 Team B Sanjeevani
3.2.1.1. Market Segmentation Analysis




 Note: The above forecast is only for stretchers sold along with Ambulance. Dema...
3.2.1.1. Market Segmentation Analysis
                                       Key Application

              Non-Wheeled   ...
3.2.1.1. Market Segmentation Analysis




                                        19
              Team B Sanjeevani
3.2.1.2. Competition Analysis




             Desco Stretcher             Jupiter Manufacturing Works    Anand Surgical I...
3.2.1.3. Voice of Customer
  Key Areas             Voice of the Customer




                                             ...
3.2.1.4. Quality Function Deployment
                                  Areas to be worked:
                               ...
3.2.1.5. Global Benchmark
  Stryker, Germany   Ferno, USA
                                             • Dr. Nirmal Kumar,...
3.2.1.6. 95th Percentile Man




                                   Dimensions of 95th
                                   ...
3.2.1.7. Idea Generation
                             Methodology Adopted
•   Based on the understandings during the inter...
3.2.1.7. Idea Generation




  Generated
    Ideas




                                   26
               Team B Sanjeev...
3.2.1.7. Idea Generation

• Collection and Delivery of Patient:




                                          27
         ...
3.2.1.8. Concept Cadence


             Aug’09                       Mid Sep’09



                                 Ambula...
3.2.1.9. Target Product Positioning




                                   New Stretcher




                   Versatilit...
3.2.1.10. Target Product Profile




                                   30
               Team B Sanjeevani
3.2.2. Innovation Phase – Phase 2




                                    31
               Team B Sanjeevani
3.2.2.1. Market Segmentation Analysis




                                        32
              Team B Sanjeevani
3.2.2.1. Market Segmentation Analysis
                                        Key Application

                           ...
3.2.2.1. Market Segmentation Analysis




                                        34
              Team B Sanjeevani
3.2.2.2. Competition Analysis




Force Motors Tempo Traveler           Tata Winger                   Maruti Omni         ...
3.2.2.3. Voice of Customer
  Key Areas             Voice of the Customer




                                             ...
3.2.2.4. Quality Function Deployment
                                  Areas to be worked:
                               ...
3.2.2.5. Global Benchmark
                       Mercedes Sprinter
                                                • Merce...
3.2.2.5. Global Benchmark
           Mercedes Sprinter
                        Equipments Available

                     ...
3.2.2.5. Global Benchmark
                  Warning Systems

Passive Systems




Active Systems




                      ...
3.2.2.5. Global Benchmark
         Other Types of Ambulances in Road Transport




Two Wheeler Based                      ...
3.2.2.6. Standards

• European Union – CEN 1789
• United States – GSA-KKK-A-1822F
   – No dynamic test
   – No automotive ...
3.2.2.7. Idea Generation
                             Methodology Adopted
•   Based on the understandings during the inter...
3.2.2.7. Idea Generation

  Generated
    Ideas




                                   44
               Team B Sanjeevani
3.2.2.7. Idea Generation
             Top 3 Ideas Selected




                                    45
                Team...
3.2.2.8. Concept Cadence
            Aug’09                 Mid Sep’09
 Entry
                                          Co...
3.2.2.8. Target Product Positioning




                                     Future Concept




           Modified Maruti...
3.2.2.9. Target Product Profile




       3.1 L




                                   48
               Team B Sanjeevani
DESIGN ALTERNATE EVALUATION




                               49
           Team B Sanjeevani
Pugh Analysis Basic support Vehicle

                                               Base Design
Alternatives              ...
Pugh Analysis Advanced Vehicle

Alternatives                   Basic V        Option 1     Option 2        Option 3


Crit...
3.3. Design Phase




                                  52
              Team B Sanjeevani
3.3.1. Basic Life Support Stretcher
 Color                There shall be no restrictions concerning the painted color of t...
3.3.2. Stretcher Design




 Economy




                                   High end




 Mid level
                      ...
3.3.2. Stretcher Design




                                   55
               Team B Sanjeevani
3.3.2. Stretcher Design




                                   56
               Team B Sanjeevani
DFMEA




                            57
        Team B Sanjeevani
DFMEA - Stretcher




                                  58
              Team B Sanjeevani
3.3. Design Phase Ambulance




                                 59
             Team B Sanjeevani
3.3.4. Ambulance

    Specifications              Sanjeevani SX -  Sanjeevani-              Sanjeevini  Sanjeevini        ...
Sanjeevani BOP




                        61
    Team B Sanjeevani
BOP Concept idea generation




                                 62
             Team B Sanjeevani
Sanjeevani BOP




                                 63
             Team B Sanjeevani
Specifications
                                     Specifications              Sanjeevini  Sanjeevini
                   ...
Sanjeevani EX
Basic Support Vehicle




                         65
     Team B Sanjeevani
Concepts




                               66
           Team B Sanjeevani
3.3.4 Specification

    Specifications              Sanjeevani SX -  Sanjeevani-              Sanjeevini  Sanjeevini     ...
3.3.4. Ambulance

•   Solutions for Rear Door
     – Ambulance with rear door side ward opening (twin doors)
•   Packaging...
3.3.4. Ambulance




                                  69
              Team B Sanjeevani
3.3.4. Ambulance Offer Drawing




                                  70
              Team B Sanjeevani
3.3.4. Ambulance Offer Drawing




                                  71
              Team B Sanjeevani
3.3.4. Ambulance Offer Drawing




                                  72
              Team B Sanjeevani
3.3.4. Ambulance Offer Drawing




                                  73
              Team B Sanjeevani
3.3.4. Ambulance Offer Drawing




                                  74
              Team B Sanjeevani
3.3.4. Ambulance Offer Drawing




                                  75
              Team B Sanjeevani
The Proto Development




                                76
            Team B Sanjeevani
Proto Development at IITK




                                  77
              Team B Sanjeevani
The Concept Prototype




                           78
       Team B Sanjeevani
Concept Prototype




                                 79
             Team B Sanjeevani
Sanjeevani SX
Advanced life Support
Vehicle




                         80
     Team B Sanjeevani
3.3.4 Specification – Advanced Support

    Specifications              Sanjeevani SX -  Sanjeevani-              Sanjeevi...
3.3.5. CAD Models - ProE




                                  82
              Team B Sanjeevani
Drawings




                               83
           Team B Sanjeevani
Drawings




                               84
           Team B Sanjeevani
The Proto Development




                                85
            Team B Sanjeevani
Proto Development at Fine Arts




                                  86
              Team B Sanjeevani
The Concept Prototype




                                 87
             Team B Sanjeevani
Sanjeevani SX




                                    88
                Team B Sanjeevani
Sanjeevani SX




                                    89
                Team B Sanjeevani
Sanjeevani SX




                                    90
                Team B Sanjeevani
Sanjeevani SX




                                    91
                Team B Sanjeevani
Sanjeevani SX




                                    92
                Team B Sanjeevani
Sanjeevani SX




                                    93
                Team B Sanjeevani
Sanjeevani SX




                                    94
                Team B Sanjeevani
Sanjeevani SX




                                    95
                Team B Sanjeevani
Sanjeevani SX




                                    96
                Team B Sanjeevani
Sanjeevani SX




                                    97
                Team B Sanjeevani
Sanjeevani SX




                                    98
                Team B Sanjeevani
Sanjeevani SX




                                    99
                Team B Sanjeevani
Sanjeevani SX




                                    100
                Team B Sanjeevani
3.3.4. Ambulance - DFMEA




                                 101
             Team B Sanjeevani
PUGH MATRIX - CONCEPT SELECTION


                                                 Base Design             Option
 Alterna...
Earlier Design-Scoop Stretcher


  •Easily Removable
  •Patient transfer to bed with Minimum effort.
  •Portable
  •Low Co...
Improvements Required

• Stretcher weight should be minimum where as
  designed stretcher is around 20-22Kg
• Portability-...
Modified/New Design

• Portability
• Light weight
• Flexibility
• Environment focus
• Simple




                         ...
Foldable Stretcher




                                  106
              Team B Sanjeevani
Features of new design

• Portable- can carried by a single person
• Flexible – foldable and detachable parts
• Light weig...
Collection cum Transfer stretcher




                                    108
              Team B Sanjeevani
After inserting two side bars




                                   109
               Team B Sanjeevani
Inserting spacers




                                  110
              Team B Sanjeevani
Lifting the patient




                                    111
                Team B Sanjeevani
Patent Summary




                                     112
                 Team B Sanjeevani
Approach Followed

• Obtained Patent information
      • India
      • International
• Shortlisted Patents based on simila...
Patent Search( India and International)




                                          114
                Team B Sanjeevani
Patent Seatch( India and International)




                                          115
                Team B Sanjeevani
Sheet for bedding




                                  116
              Team B Sanjeevani
Patent Search( India and
International)




                               117
           Team B Sanjeevani
3.4. Optimization Phase




                                  118
              Team B Sanjeevani
Manufacturing - Stretcher




                                  119
              Team B Sanjeevani
Manufacturing - Stretcher




                                  120
              Team B Sanjeevani
3.5. Verification Phase




                                   121
               Team B Sanjeevani
Stretcher




                                122
            Team B Sanjeevani
4. Marketing Plan




                                  123
              Team B Sanjeevani
Mission Statement:
Serving the society/Community with highest quality standards to meet
the pre-hospital personnel emergen...
Market Analysis:
  - External environment
  - Internal Environment




                           125
     Team B Sanjeeva...
MARKET RESEARCH:                        THE EXTERNAL ENVIRONMENT

Economic: The Indian economy is growing at a rapid rate ...
Market Research: External Environment


                                  Global Healthcare
                              ...
Healthcare expenditure and life Expectancy




 Transportation accounts to
 ~12 % of the overall
 hospital expenditure
   ...
House hold Health care Expenditure &
Treatment types




                                       129
               Team B ...
Hospital Types and Spread




                                   130
               Team B Sanjeevani
Internal Environment :
Major Reasons for the use of Ambulance in the Country

                        Arrivals by Ambulanc...
Internal Environment : Employee Salary Structure   India:




                                                            ...
Current Market Situation:

Market Analysis:
   The Pre-hospital care industry is an unorganized industry in the
   country...
Agenda of Survey
•   To access what are the different types of stretchers and
    Ambulance accessories available in the l...
Cost Analysis:




                                     135
                 Team B Sanjeevani
FINDINGS
1. The time required to make the modifications range from 2
   days to a week.
2. All the vendors have their own ...
Competitive Advantage

•   On the basis of market survey we found that the cost of our stretcher is
    less by about 20% ...
Snaps of Stretcher and Stand




  Scoop Stretcher : Poor in quality
  and without wheels


  Stands



                  ...
Industry Analysis
                                                                                                      Ri...
Bottom of the Pyramid


                           High
                           End


                         Economy
...
• 4 Ps:




          •Product
          •Promotion
          •Price
          •Place




                                ...
Product Variants and Features:




                                    142
                Team B Sanjeevani
Product Variants and Features:




                                   143
               Team B Sanjeevani
Ambulance: Tempo Traveller Interior
Customization




       j




                                      144
             ...
Promotion Strategies:
Sales force deployment:
1.Sales force marketing in leading hospitals
2.Monthly awareness camp with l...
Price and Place Strategies:


    Price: The price of an ambulance varies greatly depending on
    the features that one w...
Conclusions from Market survey and Search


1. A lot of high end ambulances are imported to the country at huge
   premium...
Target Market:

   1.Large Private hospital chains
   2.Hospitals under construction in major Metros, Towns
   3. NGOs
   ...
Business Plan: Product Service
offerings:
1. Customize new ambulance to the needs of our customers.
2. Renovate and increa...
Roll Out Plan
Product Launch Roadmap




 Initial Plan for Rollout
1. Hire 10 people for sales and promotion activities.
2...
Pan India Roll Out Plan
                              Plan to tie up with:
                              •Fortis Healthcar...
Future Roadmap:

1. Explore export market of Africa, Sri lanka, South Asian Countries
   and east European countries
2. St...
Brand Building

Objective: To strive to build brand equity across mass-markets
•   Approach Major Hospital chains and brin...
Manpower Requirements:




 Company Needs

 -Hire and train People on EMS
 -Building to house 20 people and Shed for assem...
Expected Sales Volume and Profitability figures




                                             155
                  Tea...
6. Key Issues




                                    156
                Team B Sanjeevani
A Project on Emergency
      Response System Solution
                     Design Brief 3
                     Done By:

 ...
Team Members



 Collection & shifting       Transportation of     Transfer of Patient
      of Patient                 Pa...
Revision Sheet

Issue                                                Prepared        Approved
          Date           Mod...
Chapter   Topics                           Page No

1.        Project Background
2.        Problem Statement
2.1.      Pro...
1. Project Background




                                  5
              Team B Sanjeevani
1. Project Background
•   The size of the Indian Health Care industry is estimated at around Rs. 2,000
    billion in 2008...
1. Project Background
                                           •   Hospital industry, especially the
                   ...
1. Project Background…

• In order to address the issues, VLM students as part
  of their curriculum have been assigned a ...
2. Problem Statement




                                  9
              Team B Sanjeevani
2. Problem Statement




The existing emergency response service provided by the Health
Centre at IIT Kanpur needs some im...
2.1. Problem Description

•   Currently while carrying out these operations the Health Centre
    faces certain key issues...
2.2. Team Profile
•   The above problem has been divided into three phases by the project
    sponsors viz.,
     – collec...
3. Process Adopted




                                  13
              Team B Sanjeevani
3.1. Design for Six Sigma

• After much deliberation, the team has decided to
  adopt ‘Design for Six Sigma’ process for t...
3.2.1. Innovation Phase




                                  15
              Team B Sanjeevani
3.2.1.1. Innovation Phase – Phase 1 & 3




                                          16
                 Team B Sanjeevani
3.2.1.1. Market Segmentation Analysis




 Note: The above forecast is only for stretchers sold along with Ambulance. Dema...
3.2.1.1. Market Segmentation Analysis
                                       Key Application

              Non-Wheeled   ...
3.2.1.1. Market Segmentation Analysis




                                        19
              Team B Sanjeevani
3.2.1.2. Competition Analysis




             Desco Stretcher             Jupiter Manufacturing Works    Anand Surgical I...
3.2.1.3. Voice of Customer
  Key Areas             Voice of the Customer




                                             ...
3.2.1.4. Quality Function Deployment
                                  Areas to be worked:
                               ...
3.2.1.5. Global Benchmark
  Stryker, Germany   Ferno, USA
                                             • Dr. Nirmal Kumar,...
3.2.1.6. 95th Percentile Man




                                   Dimensions of 95th
                                   ...
3.2.1.7. Idea Generation
                             Methodology Adopted
•   Based on the understandings during the inter...
3.2.1.7. Idea Generation




  Generated
    Ideas




                                   26
               Team B Sanjeev...
3.2.1.7. Idea Generation

• Collection and Delivery of Patient:




                                          27
         ...
3.2.1.8. Concept Cadence


             Aug’09                       Mid Sep’09



                                 Ambula...
3.2.1.9. Target Product Positioning




                                   New Stretcher




                   Versatilit...
3.2.1.10. Target Product Profile




                                   30
               Team B Sanjeevani
3.2.2. Innovation Phase – Phase 2




                                    31
               Team B Sanjeevani
3.2.2.1. Market Segmentation Analysis




                                        32
              Team B Sanjeevani
3.2.2.1. Market Segmentation Analysis
                                        Key Application

                           ...
3.2.2.1. Market Segmentation Analysis




                                        34
              Team B Sanjeevani
3.2.2.2. Competition Analysis




Force Motors Tempo Traveler           Tata Winger                   Maruti Omni         ...
3.2.2.3. Voice of Customer
  Key Areas             Voice of the Customer




                                             ...
Healthcare Project [Compatibility Mode]
Healthcare Project [Compatibility Mode]
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Healthcare Project [Compatibility Mode]

  1. 1. A Project on Emergency Response System Solution Design Brief 3 Done By: Team B Sanjeevani PGPEX VLMP 2009 – 10 Batch Project Sponsors: Key Resource: Prof. Jayanta Dr. Nirmal Kumar Chatterjee PMO, Health Prof. A. K. Mittal Centre, IIT Kanpur IIT Kanpur 1 Team B Sanjeevani
  2. 2. Team Members Collection & shifting Transportation of Transfer of Patient of Patient Patient to Hospital Group-4 Group-6 Group-2 Mohit Parmar Roshan Batheri Birendra Kumar Ramesh Sathua RBS Premkumar Sushanta paul Ravi Kumar Rakesh Pathak S Naga Gayathri Amit Sharma Subhasish Mohanty Anshuman Srivastava Om Prakash Sharma Vinay Rajeev Lochana Kishan Kona 2 Team B Sanjeevani
  3. 3. Revision Sheet Issue Prepared Approved Date Modification Details Distribution List No. By By Sent to Ack. date : Sign 1 12-Aug-09 Sanjeevani JC / AK 1. Updated first level QFD for Ambulance 2 23-Aug-09 Sanjeevani JC / AK 2. Patent Search 3. 3D CAD Model 1. Manufacturing 3. 15-Sep-09 Sanjeevani JC / AK 2. Marketing Legends: JC: Prof. Jayanta Chatterjee AK: Prof. A. K. Mittal 3 Team B Sanjeevani
  4. 4. Chapter Topics Page No 1. Project Background 2. Problem Statement 2.1. Problem Description 2.2. Team Profile 3. Process Adopted 3.1. Design for Six Sigma 3.2. Innovation Phase 3.3. Design Phase 3.4. Optimization Phase 3.5 Verification Phase 4. Marketing Plan 5. Key Issues 4 Team B Sanjeevani
  5. 5. 1. Project Background 5 Team B Sanjeevani
  6. 6. 1. Project Background • The size of the Indian Health Care industry is estimated at around Rs. 2,000 billion in 2008 and the industry is growing at 14% CAGR annually. • Hospital industry, especially the emergency health care, is a major part of the value chain in the industry. • Urbanization, ageing and globalized lifestyle changes combine to make chronic and non-communicable diseases such as cardio-vascular diseases, depression and traffic accidents pose a major threat to the human beings. • Especially in the Indian context, cardio-vascular diseases, unintentional injuries (traffic accidents, fire accidents, etc) and intentional injuries (self-inflicted injuries) poses major issue. • Therefore, emergency health care system plays a major key role in saving lives in the above mentioned critical systems. • In order to address this issue, VLM students as part of their curriculum have been assigned a project by IIT-Kanpur. • The project focuses on improving the existing emergency service provided by Health Centre within the campus. • However, the team has not limited itself in designing solution for this purpose alone but also tried to add / further modify the solution to cover the major market in the emergency service sector within the Healthcare industry. 6 Team B Sanjeevani
  7. 7. 1. Project Background • Hospital industry, especially the emergency health care, is a major part of the value chain in the industry. • Urbanization, ageing and Healthcare Industry globalized lifestyle changes combine to make chronic and non-communicable diseases CAGR – 14% such as cardio-vascular diseases, depression and traffic accidents pose a major threat to the human beings. Rs. crore • Especially in the Indian context, – cardio-vascular diseases, – unintentional injuries (traffic accidents, fire accidents, etc) and – intentional injuries (self-inflicted injuries) poses major issue. • Therefore, emergency health care system plays a major key role in saving lives in the above mentioned critical systems. 7 Team B Sanjeevani
  8. 8. 1. Project Background… • In order to address the issues, VLM students as part of their curriculum have been assigned a project by the Project Sponsors, IIT-Kanpur. • The project focuses on improving the existing emergency service provided by Health Centre within the campus. • However, the team has not limited itself in designing solution for this purpose alone but also attempted to add / further modify the solution to address the major portion of the market in the emergency service sector within the Indian Healthcare industry. 8 Team B Sanjeevani
  9. 9. 2. Problem Statement 9 Team B Sanjeevani
  10. 10. 2. Problem Statement The existing emergency response service provided by the Health Centre at IIT Kanpur needs some improvement in terms of minization of effort in collecting the patient, transferring the patient to the ambulance and further transfer of patient to the main hospital at Kanpur city. 10 Team B Sanjeevani
  11. 11. 2.1. Problem Description • Currently while carrying out these operations the Health Centre faces certain key issues such as: • moving patient from multi-storey buildings • maximum effort in transferring the patient into the ambulance • inadequate space in the existing ambulance to accommodate required instruments to provide first aid to the patient • transferring the patient from the ambulance to the stretcher at the main hospital • carrying the patient in the multi-storey hospital • Manually carrying the stretcher to hospital bed • Shifting the patient from stretcher to hospital bed • ambulance door obstructing the hospital staff movements • Lack of auxiliary supporting systems 11 Team B Sanjeevani
  12. 12. 2.2. Team Profile • The above problem has been divided into three phases by the project sponsors viz., – collection and shifting of patient – transportation of patient through ambulance and – transfer of patient to hospital. • The above phases have been assigned within Team ‘Sanjeevani’ into three sub-groups created by the project sponsors. Work Allocation • First phase of the project – Group 4 • Second phase of the project – Group 6 • Third phase of the project – Group 2 • It appears that from the QFD, the work content of Group 4 and Group 2 are same. • However, a unique patient transfer system is being envisaged by Group 2 in addition to the stretcher 12 Team B Sanjeevani
  13. 13. 3. Process Adopted 13 Team B Sanjeevani
  14. 14. 3.1. Design for Six Sigma • After much deliberation, the team has decided to adopt ‘Design for Six Sigma’ process for this project Phases Design Optimization Verificatio Innovation phase development n phase phase phase Gates 14 Team B Sanjeevani
  15. 15. 3.2.1. Innovation Phase 15 Team B Sanjeevani
  16. 16. 3.2.1.1. Innovation Phase – Phase 1 & 3 16 Team B Sanjeevani
  17. 17. 3.2.1.1. Market Segmentation Analysis Note: The above forecast is only for stretchers sold along with Ambulance. Demand for stretchers alone is not considered due to data non-availability 17 Team B Sanjeevani
  18. 18. 3.2.1.1. Market Segmentation Analysis Key Application Non-Wheeled • Basic Life Support / Non- Stretcher emergency situations Stretcher Wheeled • Emergency service Stretcher 18 Team B Sanjeevani
  19. 19. 3.2.1.1. Market Segmentation Analysis 19 Team B Sanjeevani
  20. 20. 3.2.1.2. Competition Analysis Desco Stretcher Jupiter Manufacturing Works Anand Surgical Industries Retail Price - Rs. 15,000 Retail Price - Rs. 10,000 Retail Price - Rs. 15,000 Key Specifications Key Specifications Key Specifications • Length – 1900 mm • Length – 1950 mm • Length – 1900 mm • Width – 560 mm • Width – 500 mm • Width – 560 mm • Height – 900 mm • Height – 920 mm • Height – 900 mm • Versatility – high • Versatility – Medium • Versatility – high • Majority of the players in this market are having similar design • Denso is one of the leading manufacturers of ambulance stretcher 20 Team B Sanjeevani
  21. 21. 3.2.1.3. Voice of Customer Key Areas Voice of the Customer 21 Team B Sanjeevani
  22. 22. 3.2.1.4. Quality Function Deployment Areas to be worked: • Comfortable space to lie down on stretcher • Less jerks on stretcher while carrying • Stretcher to have adjustable leg to adjust the height for ease of movement of the patient to the ambulance and also to the platform • Should not bend or collapse in case of heavier loads • Patient should not fail form stretcher while shifting • Stretcher support must be durable • Stretcher should be rust free • Should be able to carry patients weighing 150 kg • Easy transfer of patient from stretcher to ambulance • Foldable stretcher • Washable (accessibility to stretcher parts for ease of cleaning / sterilization) 22 Team B Sanjeevani
  23. 23. 3.2.1.5. Global Benchmark Stryker, Germany Ferno, USA • Dr. Nirmal Kumar, PMO advised that the stretcher should be of multi-functionality use. • He also advised that M/s.Stryker, Germany is a very competitive product (Date: 18th Aug 2009). • The stretchers are generally made of Aluminium alloy • The bed part is made of composite materials or high density foam with Rexin cover 23 Team B Sanjeevani
  24. 24. 3.2.1.6. 95th Percentile Man Dimensions of 95th Percentile man has been considered for designing the stretcher 24 Team B Sanjeevani
  25. 25. 3.2.1.7. Idea Generation Methodology Adopted • Based on the understandings during the interaction with customers, the team has conducted a workshop on 19th August 2009 to bring out each participant’s ideas regarding the each phase of the project. • Fifteen ideas have been generated, out of which 3 ideas were short listed for concept evaluation. • Following are the criteria considered for selecting the final 3 ideas: – Level of innovation – Feasibility to complete the project before final milestone – Availability of resources and facilities • The sub-team responsible for phase-2 part of the project has zeroed in on the final concept out of the top 3 ideas. • Henceforth, any design improvements would be pursued on the final concept and the final design have been frozen. 25 Team B Sanjeevani
  26. 26. 3.2.1.7. Idea Generation Generated Ideas 26 Team B Sanjeevani
  27. 27. 3.2.1.7. Idea Generation • Collection and Delivery of Patient: 27 Team B Sanjeevani
  28. 28. 3.2.1.8. Concept Cadence Aug’09 Mid Sep’09 Ambulance Phase-1 Stretcher Phase-2 Collection & Delivery Stretcher 28 Team B Sanjeevani
  29. 29. 3.2.1.9. Target Product Positioning New Stretcher Versatility 29 Team B Sanjeevani
  30. 30. 3.2.1.10. Target Product Profile 30 Team B Sanjeevani
  31. 31. 3.2.2. Innovation Phase – Phase 2 31 Team B Sanjeevani
  32. 32. 3.2.2.1. Market Segmentation Analysis 32 Team B Sanjeevani
  33. 33. 3.2.2.1. Market Segmentation Analysis Key Application • Transport to local hospital • Transfer to physiotherapy Basic Life Support and Dialysis • Cardiac Emergencies • Transport of critically ill Advanced Life patients Ambulance Support • Birth related emergency • Fire Emergency • Rural Areas Mobile Units • Rescue operations 33 Team B Sanjeevani
  34. 34. 3.2.2.1. Market Segmentation Analysis 34 Team B Sanjeevani
  35. 35. 3.2.2.2. Competition Analysis Force Motors Tempo Traveler Tata Winger Maruti Omni Tata Ace Retail Price - Rs. 7.5 lakh Retail Price - Rs. 4.7 lakh Retail Price - Rs. 2.5 lakh Retail Price - Rs. 2.6 lakh Key Specifications Key Specifications Key Specifications Key Specifications • Length – 5415 mm • Length – 4520 / • Length – 3370 mm • Length – 3790 mm • Width – 1902 mm 4920 mm • Width – 1410 mm • Width – 1500 mm • Height – 2550 mm • Width – 1905 mm • Height – 1640 mm • Height – 1845 mm • Ground Clearance - • Height – 2050 / • Ground Clearance - • Ground Clearance - 190 mm 2445 mm 165 mm 160 mm • Ground Clearance - 165 mm • Maruti Omni is the smallest vehicle in the Ambulance category. • It is expected that Tata Ace Magic Ambulance would compete with Maruti Omni. • Maruti Omni sells only in the Basic Life Support Segment • Traveler and Winger cannot be compared with Maruti Omni in view of the size though the vehicles compete in the same segment 35 Team B Sanjeevani
  36. 36. 3.2.2.3. Voice of Customer Key Areas Voice of the Customer 36 Team B Sanjeevani
  37. 37. 3.2.2.4. Quality Function Deployment Areas to be worked: • Less vibration inside the vehicle • Less door opening effort • More space to keep stretcher • Drip stand to be accommodated • Biodegradable sachets for emergencies such as vomiting • Seat for relatives and hospital staff • Stretcher should slide easily without effort in ambulance • Should not break for heavier loads • More space for two oxygen cylinders • Communication and feedback to doctor • Mobile communication and wireless facilities • Ease of pushing the trolley into the ambulance • Proper lighting required • Direct transfer of patient from stretcher to ambulance • Ease of access to patient while transferring 37 Team B Sanjeevani
  38. 38. 3.2.2.5. Global Benchmark Mercedes Sprinter • Mercedes Sprinter is one of the largest selling Key Dimensions ambulance in the world • Normal practice is either to Ambulance box buy a chassis cab and build on chassis cab ambulance box on the chassis or to buy a Panel Van and modify it has ambulance – cost effective approach Guides for stretcher entry • While building ambulance on chassis cab would be a more cost effective approach than building on a Panel Van version • Ambulance build on Panel Van version would score on Twin Stretchers vibration aspects • Smaller vehicles similar to Maruti Omni are used for veterinary ambulance applications Multi-Storage Space 38 Team B Sanjeevani
  39. 39. 3.2.2.5. Global Benchmark Mercedes Sprinter Equipments Available • Defibrillator / Monitor • Syringe driver • Suction unit • High Flow CPAP • Syringes and Needles • Drugs • Additional equipment (Infusions, Intubation equipment...) • Additional equipment (CPAP- Helmet, Immobilization equipment...) • Medical gloves • Stretcher • Oxylog 3000 ventilator • Emergency suitcase and backpack 39 Team B Sanjeevani
  40. 40. 3.2.2.5. Global Benchmark Warning Systems Passive Systems Active Systems 40 Team B Sanjeevani
  41. 41. 3.2.2.5. Global Benchmark Other Types of Ambulances in Road Transport Two Wheeler Based Trailer Based Bus Based Cycle Based 41 Team B Sanjeevani
  42. 42. 3.2.2.6. Standards • European Union – CEN 1789 • United States – GSA-KKK-A-1822F – No dynamic test – No automotive test manikin – Mandates no ‘crumple zone’ – No impact tested anchorages for occupant restraint or equipment – Internal, not independent • India – no standards are legislated 42 Team B Sanjeevani
  43. 43. 3.2.2.7. Idea Generation Methodology Adopted • Based on the understandings during the interaction with customers, the team has conducted a workshop on 19th August 2009 to bring out each participant’s ideas regarding the each phase of the project. • Fifteen ideas have been generated, out of which 3 ideas were short listed for concept evaluation. • Following are the criteria considered for selecting the final 3 ideas: – Level of innovation – Feasibility to complete the project before final milestone – Availability of resources and facilities • The sub-team responsible for phase-2 part of the project has zeroed in on the final concept out of the top 3 ideas. • Henceforth, any design improvements would be pursued on the final concept and the final design have been frozen. 43 Team B Sanjeevani
  44. 44. 3.2.2.7. Idea Generation Generated Ideas 44 Team B Sanjeevani
  45. 45. 3.2.2.7. Idea Generation Top 3 Ideas Selected 45 Team B Sanjeevani
  46. 46. 3.2.2.8. Concept Cadence Aug’09 Mid Sep’09 Entry Concept 1 Economy Modified Maruti Omni High End Future Concept 46 Team B Sanjeevani
  47. 47. 3.2.2.8. Target Product Positioning Future Concept Modified Maruti Omni 47 Team B Sanjeevani
  48. 48. 3.2.2.9. Target Product Profile 3.1 L 48 Team B Sanjeevani
  49. 49. DESIGN ALTERNATE EVALUATION 49 Team B Sanjeevani
  50. 50. Pugh Analysis Basic support Vehicle Base Design Alternatives Basic Version As it is Now Option 1 Option 2 Option 3 Criteria (mark a '+' or '-') Weightage Comfort 2 0 + + ++ Safety 2 0 + _ + Reliability 1 0 0 0 0 Amneties 1 0 + + + Manufacturability 2 0 _ _ _ Timeframe 1 0 _ - 0 Cost 1 0 - - - Total 1 -3 4 OPTION 1 : Base Design side + Side door opening + Co-driver Seat movement by 80 mm Option 2: Base design with side door opening+ rotatable side co--driver seat Option 3: Option 1 + rail guides 50 Team B Sanjeevani
  51. 51. Pugh Analysis Advanced Vehicle Alternatives Basic V Option 1 Option 2 Option 3 Criteria (mark a '+' or '-') Weitage Comfort 2 + ++ ++ Safety 2 + + + Reliability 1 0 0 0 Amneties 3 + +++ +++ Manufacturability 2 _ _ _ Timeframe 1 0 _ _ Cost 1 _ - -- Total 4 11 10 OPTION 1 : Wheel base 1840 Base + 2 Strecher layout Option 2: Wheel base 4025 + 2 strcher + passenger seating + emergency OT Option 3: Option 3 with Wheel base 4325 51 Team B Sanjeevani
  52. 52. 3.3. Design Phase 52 Team B Sanjeevani
  53. 53. 3.3.1. Basic Life Support Stretcher Color There shall be no restrictions concerning the painted color of the stretcher Restraining straps The stretcher must be provided with the restraining straps at three positions 1. Chest 2.Waist 3. Thigh with a minimum width of two inches. Stretcher in van The van should have proper means to secure the stretcher in van at all conditions. Crash requirement The stretcher should be crash stable. Cloth requirement The cloth or other material used in stretcher must be biodegradable. Bumpers The stretcher should have rubber bumpers at four corners. Treatment The stretcher should be pre treated and pre coated. Stretcher scoop Must be adjustable for various size of patients Weight Must be capable to carry a load of 160 kg requirement Good grip The stretcher should have a good grip Chair as well as The stretcher should act as chair and stretcher both. stretcher First aid kit Stretcher should carry first aid kit also. 53 Team B Sanjeevani
  54. 54. 3.3.2. Stretcher Design Economy High end Mid level 54 Team B Sanjeevani
  55. 55. 3.3.2. Stretcher Design 55 Team B Sanjeevani
  56. 56. 3.3.2. Stretcher Design 56 Team B Sanjeevani
  57. 57. DFMEA 57 Team B Sanjeevani
  58. 58. DFMEA - Stretcher 58 Team B Sanjeevani
  59. 59. 3.3. Design Phase Ambulance 59 Team B Sanjeevani
  60. 60. 3.3.4. Ambulance Specifications Sanjeevani SX - Sanjeevani- Sanjeevini Sanjeevini Winger High Maruti Sprinter long Advanced Support EX basic BOP concept BOP future Roof Ambulance OMNI support concept 1 Dimensions and weight Wheelbase 4025 1840 1800 1800 3200 1840 4325 Front overhang 920 733 na na 780 733 930 Rear overhang 1641 565 na na 940 565 1690 Ground clerance 288 165 300 300 165 165 288 Overall length 6578 3136 3000 3000 4920 3136 6945 Turning Radius 4.1m 6.4m 4.1m Track,Front 1697 1210 na na 1210 Track,Rear 1621 1210 na na 1210 Max width 2088 1400 1200 1200 1650 1400 2475 Permitted front axle load 15 -- -- 15.6 Permitted GVW 2220 1215 -- -- 2850 1215 2220 Kerb weight 1280 790 -- -- 1720 790 1280 internal length 4152 2755 ~4300 2100 1800 stretcher 1800 stretcher 2100 2 Driveline-Engine Model OM646 DELA - Petrol Engine NA Petrol 1998 TC IC Petrol OM646 DELA - diesel Engine diesel Type 4 cylinder 2148 cc 0.796L NA single cylinder 0.796L 4 cylinder 150cc 2148 cc Output 88 bhp / 65 kW at 3800 14.09@8500 90Hp@4300 rpm 38(28)/55 88 bhp / 65 kW at rpm 38(28)/5500 kw NA BHP@RPM 00 kw 3800 rpm Torque 12.76@6500 190Nm@2000- 220 Nm at 1400- 220 Nm at 1400-2600 rpm 71/3500 NA Nm@rpm 3000rpm 71/3500 2600 rpm 60 Team B Sanjeevani
  61. 61. Sanjeevani BOP 61 Team B Sanjeevani
  62. 62. BOP Concept idea generation 62 Team B Sanjeevani
  63. 63. Sanjeevani BOP 63 Team B Sanjeevani
  64. 64. Specifications Specifications Sanjeevini Sanjeevini BOP concept BOP future concept 1 Dimensions and weight Wheelbase 1800 1800 Front overhang na na Rear overhang na na Ground clerance 300 300 Overall length 3000 3000 Turning Radius Track,Front na na Track,Rear na na Max width 1200 1200 Permitted front axle load -- -- Permitted GVW -- -- Kerb weight -- -- internal length 1800 stretcher 1800 stretcher 2 Driveline-Engine Model NA Petrol Type NA single cylinder 150cc Output 14.09@8500 NA BHP@RPM Torque 12.76@6500 NA Nm@rpm 64 Team B Sanjeevani
  65. 65. Sanjeevani EX Basic Support Vehicle 65 Team B Sanjeevani
  66. 66. Concepts 66 Team B Sanjeevani
  67. 67. 3.3.4 Specification Specifications Sanjeevani SX - Sanjeevani- Sanjeevini Sanjeevini Winger High Maruti Sprinter long Advanced Support EX basic BOP concept BOP future Roof Ambulance OMNI support concept 1 Dimensions and weight Wheelbase 4025 1840 1800 1800 3200 1840 4325 Front overhang 920 733 na na 780 733 930 Rear overhang 1641 565 na na 940 565 1690 Ground clerance 288 165 300 300 165 165 288 Overall length 6578 3136 3000 3000 4920 3136 6945 Turning Radius 4.1m 6.4m 4.1m Track,Front 1697 1210 na na 1210 Track,Rear 1621 1210 na na 1210 Max width 2088 1400 1200 1200 1650 1400 2475 Permitted front axle load 15 -- -- 15.6 Permitted GVW 2220 1215 -- -- 2850 1215 2220 Kerb weight 1280 790 -- -- 1720 790 1280 internal length 4152 2755 ~4300 2100 1800 stretcher 1800 stretcher 2100 2 Driveline-Engine Model OM646 DELA - Petrol Engine NA Petrol 1998 TC IC Petrol OM646 DELA - diesel Engine diesel Type 4 cylinder 2148 cc 0.796L NA single cylinder 0.796L 4 cylinder 150cc 2148 cc Output 88 bhp / 65 kW at 3800 14.09@8500 90Hp@4300 rpm 38(28)/55 88 bhp / 65 kW at rpm 38(28)/5500 kw NA BHP@RPM 00 kw 3800 rpm Torque 12.76@6500 190Nm@2000- 220 Nm at 1400- 220 Nm at 1400-2600 rpm 71/3500 NA Nm@rpm 3000rpm 71/3500 2600 rpm 67 Team B Sanjeevani
  68. 68. 3.3.4. Ambulance • Solutions for Rear Door – Ambulance with rear door side ward opening (twin doors) • Packaging solutions – Patient compartment increase by 80mm by forward movement of co driver seat to increase Stretcher area up to 1800mmx505mm. – The inside layout has been re-designed to accommodate the following: • Two stretcher compatibility • Two oxygen cylinders compatibity • First aid box • Foldable co-passenger seat (seat packaged along with two stretchers) • Rail guides to usher stretcher into ambulance (under development) – Key packaging space dimensions proposed for Patient compartment; 1081HX1135WX1800L 68 Team B Sanjeevani
  69. 69. 3.3.4. Ambulance 69 Team B Sanjeevani
  70. 70. 3.3.4. Ambulance Offer Drawing 70 Team B Sanjeevani
  71. 71. 3.3.4. Ambulance Offer Drawing 71 Team B Sanjeevani
  72. 72. 3.3.4. Ambulance Offer Drawing 72 Team B Sanjeevani
  73. 73. 3.3.4. Ambulance Offer Drawing 73 Team B Sanjeevani
  74. 74. 3.3.4. Ambulance Offer Drawing 74 Team B Sanjeevani
  75. 75. 3.3.4. Ambulance Offer Drawing 75 Team B Sanjeevani
  76. 76. The Proto Development 76 Team B Sanjeevani
  77. 77. Proto Development at IITK 77 Team B Sanjeevani
  78. 78. The Concept Prototype 78 Team B Sanjeevani
  79. 79. Concept Prototype 79 Team B Sanjeevani
  80. 80. Sanjeevani SX Advanced life Support Vehicle 80 Team B Sanjeevani
  81. 81. 3.3.4 Specification – Advanced Support Specifications Sanjeevani SX - Sanjeevani- Sanjeevini Sanjeevini Winger High Maruti Sprinter long Advanced Support EX basic BOP concept BOP future Roof Ambulance OMNI support concept 1 Dimensions and weight Wheelbase 4025 1840 1800 1800 3200 1840 4325 Front overhang 920 733 na na 780 733 930 Rear overhang 1641 565 na na 940 565 1690 Ground clerance 288 165 300 300 165 165 288 Overall length 6578 3136 3000 3000 4920 3136 6945 Turning Radius 4.1m 6.4m 4.1m Track,Front 1697 1210 na na 1210 Track,Rear 1621 1210 na na 1210 Max width 2088 1400 1200 1200 1650 1400 2475 Permitted front axle load 15 -- -- 15.6 Permitted GVW 2220 1215 -- -- 2850 1215 2220 Kerb weight 1280 790 -- -- 1720 790 1280 internal length 4152 2755 ~4300 2100 1800 stretcher 1800 stretcher 2100 2 Driveline-Engine Model OM646 DELA - Petrol Engine NA Petrol 1998 TC IC Petrol OM646 DELA - diesel Engine diesel Type 4 cylinder 2148 cc 0.796L NA single cylinder 0.796L 4 cylinder 150cc 2148 cc Output 88 bhp / 65 kW at 3800 14.09@8500 90Hp@4300 rpm 38(28)/55 88 bhp / 65 kW at rpm 38(28)/5500 kw NA BHP@RPM 00 kw 3800 rpm Torque 12.76@6500 190Nm@2000- 220 Nm at 1400- 220 Nm at 1400-2600 rpm 71/3500 NA Nm@rpm 3000rpm 71/3500 2600 rpm 81 Team B Sanjeevani
  82. 82. 3.3.5. CAD Models - ProE 82 Team B Sanjeevani
  83. 83. Drawings 83 Team B Sanjeevani
  84. 84. Drawings 84 Team B Sanjeevani
  85. 85. The Proto Development 85 Team B Sanjeevani
  86. 86. Proto Development at Fine Arts 86 Team B Sanjeevani
  87. 87. The Concept Prototype 87 Team B Sanjeevani
  88. 88. Sanjeevani SX 88 Team B Sanjeevani
  89. 89. Sanjeevani SX 89 Team B Sanjeevani
  90. 90. Sanjeevani SX 90 Team B Sanjeevani
  91. 91. Sanjeevani SX 91 Team B Sanjeevani
  92. 92. Sanjeevani SX 92 Team B Sanjeevani
  93. 93. Sanjeevani SX 93 Team B Sanjeevani
  94. 94. Sanjeevani SX 94 Team B Sanjeevani
  95. 95. Sanjeevani SX 95 Team B Sanjeevani
  96. 96. Sanjeevani SX 96 Team B Sanjeevani
  97. 97. Sanjeevani SX 97 Team B Sanjeevani
  98. 98. Sanjeevani SX 98 Team B Sanjeevani
  99. 99. Sanjeevani SX 99 Team B Sanjeevani
  100. 100. Sanjeevani SX 100 Team B Sanjeevani
  101. 101. 3.3.4. Ambulance - DFMEA 101 Team B Sanjeevani
  102. 102. PUGH MATRIX - CONCEPT SELECTION Base Design Option Alternatives Option 2 Option 3 Option 4 As it is Now 1 Criteria (mark a '+' or '-') Weightage Comfort 1 0 --- ++ - ++ Safety 2 0 0 ++ + ++ Reliability 1 0 0 + ++ Amneties 1 0 - + + + Manufacturability 2 0 0 --- --- 0 Timeframe 1 0 0 --- - 0 Cost 2 0 0 --- + + Total -1 -2 -2 10 OPTION 1 : Detachable stretcher with sheet metal blades Option 2 : Detachable stretcher with light weight composite material blades Option 3:Nylon net stretcher Option 3:Foldable stretcher with canvas as the supporting material 102 Team B Sanjeevani
  103. 103. Earlier Design-Scoop Stretcher •Easily Removable •Patient transfer to bed with Minimum effort. •Portable •Low Cost 103 Team B Sanjeevani
  104. 104. Improvements Required • Stretcher weight should be minimum where as designed stretcher is around 20-22Kg • Portability- Improvement. Stretcher should be foldable and to be carried by a single person even in hill areas. • Comfort ability and Flexibility at Narrow paths 104 Team B Sanjeevani
  105. 105. Modified/New Design • Portability • Light weight • Flexibility • Environment focus • Simple 105 Team B Sanjeevani
  106. 106. Foldable Stretcher 106 Team B Sanjeevani
  107. 107. Features of new design • Portable- can carried by a single person • Flexible – foldable and detachable parts • Light weight • Flexible at narrow paths • Easy pick up from source and Transfer of patient to destination. • Low cost • Promoting Green Environment 107 Team B Sanjeevani
  108. 108. Collection cum Transfer stretcher 108 Team B Sanjeevani
  109. 109. After inserting two side bars 109 Team B Sanjeevani
  110. 110. Inserting spacers 110 Team B Sanjeevani
  111. 111. Lifting the patient 111 Team B Sanjeevani
  112. 112. Patent Summary 112 Team B Sanjeevani
  113. 113. Approach Followed • Obtained Patent information • India • International • Shortlisted Patents based on similarity design , functionality and usability • Further narrowed down by matching current designs with respect patent information. 113 Team B Sanjeevani
  114. 114. Patent Search( India and International) 114 Team B Sanjeevani
  115. 115. Patent Seatch( India and International) 115 Team B Sanjeevani
  116. 116. Sheet for bedding 116 Team B Sanjeevani
  117. 117. Patent Search( India and International) 117 Team B Sanjeevani
  118. 118. 3.4. Optimization Phase 118 Team B Sanjeevani
  119. 119. Manufacturing - Stretcher 119 Team B Sanjeevani
  120. 120. Manufacturing - Stretcher 120 Team B Sanjeevani
  121. 121. 3.5. Verification Phase 121 Team B Sanjeevani
  122. 122. Stretcher 122 Team B Sanjeevani
  123. 123. 4. Marketing Plan 123 Team B Sanjeevani
  124. 124. Mission Statement: Serving the society/Community with highest quality standards to meet the pre-hospital personnel emergencies. 124 Team B Sanjeevani
  125. 125. Market Analysis: - External environment - Internal Environment 125 Team B Sanjeevani
  126. 126. MARKET RESEARCH: THE EXTERNAL ENVIRONMENT Economic: The Indian economy is growing at a rapid rate with economy registering a growth of 6-8 % annually Demographic: India with a huge population offers a good opportunity to be in the health care sector. Number of Hospitals in the country are ever increasing and more and more no of people are visiting the country to meet their health care needs available with quality infrastructure at affordable rates. Technological : New hospitals and newer medical features are introduced in the country Lifestyle: Increasing urbanisation leading to high consumption of junk foods with low exercise regime is leading to high healthcare expenditure 126 Team B Sanjeevani 2–126
  127. 127. Market Research: External Environment Global Healthcare industry expenditure survey results Low expenditure set to increase due to high disposable incomes 127 Team B Sanjeevani
  128. 128. Healthcare expenditure and life Expectancy Transportation accounts to ~12 % of the overall hospital expenditure 128 Team B Sanjeevani
  129. 129. House hold Health care Expenditure & Treatment types 129 Team B Sanjeevani
  130. 130. Hospital Types and Spread 130 Team B Sanjeevani
  131. 131. Internal Environment : Major Reasons for the use of Ambulance in the Country Arrivals by Ambulance 1.July - Sep 30, 2008 Top Ten categories source Victoria Hospital chest pain 652 collapse 536 inj.head/scalp 383 dyspnoea 323 abdo.pain 271 overdose 260 laceration 259 unwell 243 convulsion 233 unspecified 219 Source Victoria Hospital 0 100 200 300 400 500 600 700 131 Team B Sanjeevani
  132. 132. Internal Environment : Employee Salary Structure India: 132 Team B Sanjeevani
  133. 133. Current Market Situation: Market Analysis: The Pre-hospital care industry is an unorganized industry in the country ,extremely fragmented with no clear market leaders in the country. There is no clear data available on market leader an d/or the market size of the service provider. Market Segmentation: 1. The percent of pre-hospital providers who have access to on-line and off-line medical direction. 2. The percent of EMS agencies that have essential pediatric equipment and supplies, as outlined in the AAP Joint Guidelines for BLS and ALS ambulances 3. The percentage of hospitals that have written inter-facility transfer agreements & guidelines that specify alternate care sites that have the capabilities to meet the clinical needs of critically ill and injured pediatric patients. 133 Team B Sanjeevani
  134. 134. Agenda of Survey • To access what are the different types of stretchers and Ambulance accessories available in the local market • Make a cost comparison of the stretcher and the accessories. • The cost of modifying the ambulance so that our stretcher could fit in the same. • The various accessories which are required in case of emergency in addition to the stretcher • How these accessories are fitted in the ambulance • To find out various production and procurement mechanisms of stretcher and accessories 134 Team B Sanjeevani
  135. 135. Cost Analysis: 135 Team B Sanjeevani
  136. 136. FINDINGS 1. The time required to make the modifications range from 2 days to a week. 2. All the vendors have their own workshops for the production and modification of ambulance and stretchers 3. They are offering customization as per customer requirements 4. Material of the existing stretcher is not of very good quality compared to what we are offering 5. Production processes applied for production of the existing stretchers is not of very good standard 6. There is no advertisement by local players of their product 136 Team B Sanjeevani
  137. 137. Competitive Advantage • On the basis of market survey we found that the cost of our stretcher is less by about 20% ( mass production may further reduce the cost) • Our stretcher has many features (explained by the design team) which differentiates it form the stretchers available in the market • We can capitalize on “zero advertisement by competitors” and can contact the hospitals to promote our product 137 Team B Sanjeevani
  138. 138. Snaps of Stretcher and Stand Scoop Stretcher : Poor in quality and without wheels Stands Types of Trolleys available for Order 138 Team B Sanjeevani
  139. 139. Industry Analysis Rivalry among Power of suppliers competition •Ambulance manufacturers are big car makers •Established customized players •Equipment makers for customization are •Good network with large hospital chains technology leaders •Established distribution network •Cheap source of products can be sourced •Supply chain efficiency to drive low cost from china quality problems seen Porters 5 force analysis Threat of Threat of new •Industry unorganized substitutes: entrants: • less capital required for entry. •inflow of cheap manufactured products •Availability of array of ambulances bigger in from china. sizes and variety . •Existing car manufacturers entering •Cheaper and established sources of stretcher Power of Buyers customization. makers as core competence •Dealers of manufacturers entering the •Large private Hospital chains with business bargaining power •Small hospitals across the country with less bargaining power •NGOs – Low cost product preferred Moderately attractive •Government hospitals - tender from government –low cost low margin Industry •Red cross requirements 139 Team B Sanjeevani
  140. 140. Bottom of the Pyramid High End Economy Entry BOP BOP Our focus is to offer product for all the segments 140 Team B Sanjeevani
  141. 141. • 4 Ps: •Product •Promotion •Price •Place 141 Team B Sanjeevani
  142. 142. Product Variants and Features: 142 Team B Sanjeevani
  143. 143. Product Variants and Features: 143 Team B Sanjeevani
  144. 144. Ambulance: Tempo Traveller Interior Customization j 144 Team B Sanjeevani
  145. 145. Promotion Strategies: Sales force deployment: 1.Sales force marketing in leading hospitals 2.Monthly awareness camp with leading doctors 3.Tie up with nursing, pharmacy healthcare educational institutions to bring awareness early 4.Pham plats 5.Participation in Health Fairs Media : 1.Radio 3. Newspaper –regional/national, weekly fortnightly health magazines 4. Billboards Internet: advertizing ,blogs by leading doctors Social networking sites 145 Team B Sanjeevani
  146. 146. Price and Place Strategies: Price: The price of an ambulance varies greatly depending on the features that one would like to include in their ambulance. A basic life support ambulance can cost upwards of around Rs.3 lakhs (smaller) to Rs. 5 lakhs (bigger). An advanced life support ambulance would cost upwards of about Rs. 15 lakhs. A paramedic ambulance would cost upwards of about Rs. 35-50 lakhs Place: -Sales office in Major Metros -Distribution channels in state capital cities -Dedicated website for Order receipt through Internet 146 Team B Sanjeevani
  147. 147. Conclusions from Market survey and Search 1. A lot of high end ambulances are imported to the country at huge premiums. 2. Big Hospital chains growing rapidly and are needing remounting and new high end and mid segment ambulances. 3. Good opportunity exist in contract /rental business. 4. Lot of new hospitals are being constructed in the country. 5. Low Ambulance density in huge part of the country , requiring low cost ambulances, demand primarily driven by Government and NGOs 6. Need to promote our product through sales representatives primarily . 147 Team B Sanjeevani
  148. 148. Target Market: 1.Large Private hospital chains 2.Hospitals under construction in major Metros, Towns 3. NGOs 4.Red cross societies 5.Government hospitals 6.Government run Telemedicine programs 7.Small Private hospitals 8.Small hospitals in towns 9.Repair/ remount of existing ambulances. 10.EMS providers 148 Team B Sanjeevani
  149. 149. Business Plan: Product Service offerings: 1. Customize new ambulance to the needs of our customers. 2. Renovate and increase lifespan of existing ambulances. 3. Provide specialized EMS services across all the major Cities and towns in India. 4. Work on a contract/rental basis with leading hospitals on a long term basis. 5. Offer custom made stretchers to the Pharma industries. 6. Develop dedicated certified quality staff for emergency management services. 149 Team B Sanjeevani
  150. 150. Roll Out Plan Product Launch Roadmap Initial Plan for Rollout 1. Hire 10 people for sales and promotion activities. 2. Operate from a main office in Kanpur. 3. Initial plan to sell the products in Metros/state capital till a critical mass of 1000 achieved in a year. 4. Work with government agencies and huge private hospital chains for bulk order. 5. Work with NGOs, RED cross societies Goal : To reach 80 % of the Indian Market in the first year. 150 Team B Sanjeevani
  151. 151. Pan India Roll Out Plan Plan to tie up with: •Fortis Healthcare •Apollo Hospitals Ltd. •Wochhardt Ltd. •Mallya and other leading hospitals 151 Team B Sanjeevani
  152. 152. Future Roadmap: 1. Explore export market of Africa, Sri lanka, South Asian Countries and east European countries 2. Strive to bring in more rural connectivity and expand network in the country. 3. Sign MOU with ISRO and bring in the concept of telemedicine to support Rural cause as CSR activity 4. Sign MOUs with Foreign insurance companies to get overseas patient to India and provide Clinical services and support infrastructure from their arrival to departure. 5. Link with hospitality sector and Airlines to bring in supply chain benefits in the process 152 Team B Sanjeevani
  153. 153. Brand Building Objective: To strive to build brand equity across mass-markets • Approach Major Hospital chains and bring portfolio awareness • Make brochures and catalogs and distribute to the hospitals established across all the state capitals through Reps. • To collect a list of all the new hospitals under construction approach them with our product. • Work to tie up with central, state governments, NGOs and EMS providers to establish the market. • Develop products to reach a wide audience. • Price premiums based on perceived quality. 153 Team B Sanjeevani
  154. 154. Manpower Requirements: Company Needs -Hire and train People on EMS -Building to house 20 people and Shed for assembly activities (Kanpur Chosen). -Establish EMS documentation -Emergency preparedness/response Roles, responsibility and authorities defined, documented and communicated 154 Team B Sanjeevani
  155. 155. Expected Sales Volume and Profitability figures 155 Team B Sanjeevani
  156. 156. 6. Key Issues 156 Team B Sanjeevani
  157. 157. A Project on Emergency Response System Solution Design Brief 3 Done By: Team B Sanjeevani PGPEX VLMP 2009 – 10 Batch Project Sponsors: Key Resource: Prof. Jayanta Dr. Nirmal Kumar Chatterjee PMO, Health Prof. A. K. Mittal Centre, IIT Kanpur IIT Kanpur 1 Team B Sanjeevani
  158. 158. Team Members Collection & shifting Transportation of Transfer of Patient of Patient Patient to Hospital Group-4 Group-6 Group-2 Mohit Parmar Roshan Batheri Birendra Kumar Ramesh Sathua RBS Premkumar Sushanta paul Ravi Kumar Rakesh Pathak S Naga Gayathri Amit Sharma Subhasish Mohanty Anshuman Srivastava Om Prakash Sharma Vinay Rajeev Lochana Kishan Kona 2 Team B Sanjeevani
  159. 159. Revision Sheet Issue Prepared Approved Date Modification Details Distribution List No. By By Sent to Ack. date : Sign 1 12-Aug-09 Sanjeevani JC / AK 1. Updated first level QFD for Ambulance 2 23-Aug-09 Sanjeevani JC / AK 2. Patent Search 3. 3D CAD Model 1. Manufacturing 3. 15-Sep-09 Sanjeevani JC / AK 2. Marketing Legends: JC: Prof. Jayanta Chatterjee AK: Prof. A. K. Mittal 3 Team B Sanjeevani
  160. 160. Chapter Topics Page No 1. Project Background 2. Problem Statement 2.1. Problem Description 2.2. Team Profile 3. Process Adopted 3.1. Design for Six Sigma 3.2. Innovation Phase 3.3. Design Phase 3.4. Optimization Phase 3.5 Verification Phase 4. Marketing Plan 5. Key Issues 4 Team B Sanjeevani
  161. 161. 1. Project Background 5 Team B Sanjeevani
  162. 162. 1. Project Background • The size of the Indian Health Care industry is estimated at around Rs. 2,000 billion in 2008 and the industry is growing at 14% CAGR annually. • Hospital industry, especially the emergency health care, is a major part of the value chain in the industry. • Urbanization, ageing and globalized lifestyle changes combine to make chronic and non-communicable diseases such as cardio-vascular diseases, depression and traffic accidents pose a major threat to the human beings. • Especially in the Indian context, cardio-vascular diseases, unintentional injuries (traffic accidents, fire accidents, etc) and intentional injuries (self-inflicted injuries) poses major issue. • Therefore, emergency health care system plays a major key role in saving lives in the above mentioned critical systems. • In order to address this issue, VLM students as part of their curriculum have been assigned a project by IIT-Kanpur. • The project focuses on improving the existing emergency service provided by Health Centre within the campus. • However, the team has not limited itself in designing solution for this purpose alone but also tried to add / further modify the solution to cover the major market in the emergency service sector within the Healthcare industry. 6 Team B Sanjeevani
  163. 163. 1. Project Background • Hospital industry, especially the emergency health care, is a major part of the value chain in the industry. • Urbanization, ageing and Healthcare Industry globalized lifestyle changes combine to make chronic and non-communicable diseases CAGR – 14% such as cardio-vascular diseases, depression and traffic accidents pose a major threat to the human beings. Rs. crore • Especially in the Indian context, – cardio-vascular diseases, – unintentional injuries (traffic accidents, fire accidents, etc) and – intentional injuries (self-inflicted injuries) poses major issue. • Therefore, emergency health care system plays a major key role in saving lives in the above mentioned critical systems. 7 Team B Sanjeevani
  164. 164. 1. Project Background… • In order to address the issues, VLM students as part of their curriculum have been assigned a project by the Project Sponsors, IIT-Kanpur. • The project focuses on improving the existing emergency service provided by Health Centre within the campus. • However, the team has not limited itself in designing solution for this purpose alone but also attempted to add / further modify the solution to address the major portion of the market in the emergency service sector within the Indian Healthcare industry. 8 Team B Sanjeevani
  165. 165. 2. Problem Statement 9 Team B Sanjeevani
  166. 166. 2. Problem Statement The existing emergency response service provided by the Health Centre at IIT Kanpur needs some improvement in terms of minization of effort in collecting the patient, transferring the patient to the ambulance and further transfer of patient to the main hospital at Kanpur city. 10 Team B Sanjeevani
  167. 167. 2.1. Problem Description • Currently while carrying out these operations the Health Centre faces certain key issues such as: • moving patient from multi-storey buildings • maximum effort in transferring the patient into the ambulance • inadequate space in the existing ambulance to accommodate required instruments to provide first aid to the patient • transferring the patient from the ambulance to the stretcher at the main hospital • carrying the patient in the multi-storey hospital • Manually carrying the stretcher to hospital bed • Shifting the patient from stretcher to hospital bed • ambulance door obstructing the hospital staff movements • Lack of auxiliary supporting systems 11 Team B Sanjeevani
  168. 168. 2.2. Team Profile • The above problem has been divided into three phases by the project sponsors viz., – collection and shifting of patient – transportation of patient through ambulance and – transfer of patient to hospital. • The above phases have been assigned within Team ‘Sanjeevani’ into three sub-groups created by the project sponsors. Work Allocation • First phase of the project – Group 4 • Second phase of the project – Group 6 • Third phase of the project – Group 2 • It appears that from the QFD, the work content of Group 4 and Group 2 are same. • However, a unique patient transfer system is being envisaged by Group 2 in addition to the stretcher 12 Team B Sanjeevani
  169. 169. 3. Process Adopted 13 Team B Sanjeevani
  170. 170. 3.1. Design for Six Sigma • After much deliberation, the team has decided to adopt ‘Design for Six Sigma’ process for this project Phases Design Optimization Verificatio Innovation phase development n phase phase phase Gates 14 Team B Sanjeevani
  171. 171. 3.2.1. Innovation Phase 15 Team B Sanjeevani
  172. 172. 3.2.1.1. Innovation Phase – Phase 1 & 3 16 Team B Sanjeevani
  173. 173. 3.2.1.1. Market Segmentation Analysis Note: The above forecast is only for stretchers sold along with Ambulance. Demand for stretchers alone is not considered due to data non-availability 17 Team B Sanjeevani
  174. 174. 3.2.1.1. Market Segmentation Analysis Key Application Non-Wheeled • Basic Life Support / Non- Stretcher emergency situations Stretcher Wheeled • Emergency service Stretcher 18 Team B Sanjeevani
  175. 175. 3.2.1.1. Market Segmentation Analysis 19 Team B Sanjeevani
  176. 176. 3.2.1.2. Competition Analysis Desco Stretcher Jupiter Manufacturing Works Anand Surgical Industries Retail Price - Rs. 15,000 Retail Price - Rs. 10,000 Retail Price - Rs. 15,000 Key Specifications Key Specifications Key Specifications • Length – 1900 mm • Length – 1950 mm • Length – 1900 mm • Width – 560 mm • Width – 500 mm • Width – 560 mm • Height – 900 mm • Height – 920 mm • Height – 900 mm • Versatility – high • Versatility – Medium • Versatility – high • Majority of the players in this market are having similar design • Denso is one of the leading manufacturers of ambulance stretcher 20 Team B Sanjeevani
  177. 177. 3.2.1.3. Voice of Customer Key Areas Voice of the Customer 21 Team B Sanjeevani
  178. 178. 3.2.1.4. Quality Function Deployment Areas to be worked: • Comfortable space to lie down on stretcher • Less jerks on stretcher while carrying • Stretcher to have adjustable leg to adjust the height for ease of movement of the patient to the ambulance and also to the platform • Should not bend or collapse in case of heavier loads • Patient should not fail form stretcher while shifting • Stretcher support must be durable • Stretcher should be rust free • Should be able to carry patients weighing 150 kg • Easy transfer of patient from stretcher to ambulance • Foldable stretcher • Washable (accessibility to stretcher parts for ease of cleaning / sterilization) 22 Team B Sanjeevani
  179. 179. 3.2.1.5. Global Benchmark Stryker, Germany Ferno, USA • Dr. Nirmal Kumar, PMO advised that the stretcher should be of multi-functionality use. • He also advised that M/s.Stryker, Germany is a very competitive product (Date: 18th Aug 2009). • The stretchers are generally made of Aluminium alloy • The bed part is made of composite materials or high density foam with Rexin cover 23 Team B Sanjeevani
  180. 180. 3.2.1.6. 95th Percentile Man Dimensions of 95th Percentile man has been considered for designing the stretcher 24 Team B Sanjeevani
  181. 181. 3.2.1.7. Idea Generation Methodology Adopted • Based on the understandings during the interaction with customers, the team has conducted a workshop on 19th August 2009 to bring out each participant’s ideas regarding the each phase of the project. • Fifteen ideas have been generated, out of which 3 ideas were short listed for concept evaluation. • Following are the criteria considered for selecting the final 3 ideas: – Level of innovation – Feasibility to complete the project before final milestone – Availability of resources and facilities • The sub-team responsible for phase-2 part of the project has zeroed in on the final concept out of the top 3 ideas. • Henceforth, any design improvements would be pursued on the final concept and the final design have been frozen. 25 Team B Sanjeevani
  182. 182. 3.2.1.7. Idea Generation Generated Ideas 26 Team B Sanjeevani
  183. 183. 3.2.1.7. Idea Generation • Collection and Delivery of Patient: 27 Team B Sanjeevani
  184. 184. 3.2.1.8. Concept Cadence Aug’09 Mid Sep’09 Ambulance Phase-1 Stretcher Phase-2 Collection & Delivery Stretcher 28 Team B Sanjeevani
  185. 185. 3.2.1.9. Target Product Positioning New Stretcher Versatility 29 Team B Sanjeevani
  186. 186. 3.2.1.10. Target Product Profile 30 Team B Sanjeevani
  187. 187. 3.2.2. Innovation Phase – Phase 2 31 Team B Sanjeevani
  188. 188. 3.2.2.1. Market Segmentation Analysis 32 Team B Sanjeevani
  189. 189. 3.2.2.1. Market Segmentation Analysis Key Application • Transport to local hospital • Transfer to physiotherapy Basic Life Support and Dialysis • Cardiac Emergencies • Transport of critically ill Advanced Life patients Ambulance Support • Birth related emergency • Fire Emergency • Rural Areas Mobile Units • Rescue operations 33 Team B Sanjeevani
  190. 190. 3.2.2.1. Market Segmentation Analysis 34 Team B Sanjeevani
  191. 191. 3.2.2.2. Competition Analysis Force Motors Tempo Traveler Tata Winger Maruti Omni Tata Ace Retail Price - Rs. 7.5 lakh Retail Price - Rs. 4.7 lakh Retail Price - Rs. 2.5 lakh Retail Price - Rs. 2.6 lakh Key Specifications Key Specifications Key Specifications Key Specifications • Length – 5415 mm • Length – 4520 / • Length – 3370 mm • Length – 3790 mm • Width – 1902 mm 4920 mm • Width – 1410 mm • Width – 1500 mm • Height – 2550 mm • Width – 1905 mm • Height – 1640 mm • Height – 1845 mm • Ground Clearance - • Height – 2050 / • Ground Clearance - • Ground Clearance - 190 mm 2445 mm 165 mm 160 mm • Ground Clearance - 165 mm • Maruti Omni is the smallest vehicle in the Ambulance category. • It is expected that Tata Ace Magic Ambulance would compete with Maruti Omni. • Maruti Omni sells only in the Basic Life Support Segment • Traveler and Winger cannot be compared with Maruti Omni in view of the size though the vehicles compete in the same segment 35 Team B Sanjeevani
  192. 192. 3.2.2.3. Voice of Customer Key Areas Voice of the Customer 36 Team B Sanjeevani

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