Rishi Chhikara completed a summer internship from June 6th to July 20th 2016 at Jaypee Hospital's marketing department to enhance the hospital's brand image. As part of the internship, Rishi performed various marketing tasks including organizing health camps and talks, developing relationships with doctors and patients, handling patient issues, and providing feedback to improve services. Rishi gained experience in areas such as staff management, corporate marketing, interacting with medical professionals, coordinating CME events, and conducting market research. The internship report provides an overview of Jaypee Hospital and details Rishi's responsibilities, activities, challenges, and lessons learned during the summer program.

1. SUMMER INTERNSHIP PROJECTREPORT
Report Topic- Enhancing the brand image.
SUBMITTED BY-
NAME- RISHI CHHIKARA
ROLL NO. – IBM (2013-2018)
NAME OF THE INSTITUTE- O.P JINDAL GLOBAL UNIVERSITY, SONEPAT
SUBMITTED TO-
NAME OF THE COMPANY- Jay Pee Hospital (Jay Pee Group)
NAME OF THE DEPARTMENT- Marketing department
GUIDES-
Mr. Deep Singh
Mr. Arshwinder
SOCIALINTERNSHIP TIME PERIOD- 6/06/2016TO 20/07/2016

2. Acknowledgement
The summer internship opportunity I had with marketing department of Jay Pee
Hospital (Jay Pee Group, Noida), was a great chance for learning and professional
development. Therefore, I consider myself as a very lucky individual as I was
provided with an opportunity to be a part of it. I am also grateful for having a chance
to meet so many wonderful people and professionals who led me through this summer
internship from 6th June 2016 to 20h July 2016.
My sincere gratitude to Mr. Sandeep Sharma, Marketing Head, Jay Pee Hospital for
his invaluable support and advice since inception till the completion of summer
internship.
I am grateful to Mr. Deep Singh (Assistant Manager) who in spite of being
extraordinarily busy with his duties, took time out to hear, guide and kept me on the
correct path and allowing me to carry out my project at their esteemed company. I
would like to express my sincere thanks to all my guides for assessing me in each and
every step of my visit to field to collect the data required for preparing my project
report. My guides’ are-
Mr. Arshwinder
Mr. Rahul Dhawan
I would like to give special thanks to the following GDAs for providing me with all
the required material I need for my duties.
* Mr. Chandan Sharma
* Mr. Johny Kumar
* Mr. Kapil
Last but not the least I also acknowledge with deep sense of reverence, my gratitude
towards my family members and my friends who have supported morally and have
been constant source of inspiration during the preparation of this project.

3. ABOUT JAYPEE HOSPITAL
Jaypee Hospital at Noida is the flagship hospital of the Jaypee Group, which heralds the group’s
noble intention to enter the healthcare space. This hospital has been planned and designed as a
1200 bedded tertiary care multi-specialty facility and has commissioned 525 beds in the first
phase.
The Jaypee Hospital is constructed across a sprawling twenty-five acre campus in Sector 128,
Noida which is easily accessible from Delhi, Noida and the Yamuna Expressway. The plan,
design and construction of the hospital positions itself amongst very few LEED certified hospital
buildings in India.
The Jaypee Hospital is establishedon the following fundamental principles:
 Patient centric high quality care
 Evidence based medicine
 Ethical treatment
 Value for money
VISION
Promoting healthcare to the common masses with the growing needs of society by providing
quality and affordable healthcare with commitment.
MISSION
The Jaypee Group is committed to building Jaypee Hospital as a super-specialty hospital with
advanced healthcare facilities, the latest diagnostic services and state-of-the-art technology
focused on medical specialties that meet the healthcare needs of the population. The Jaypee
Hospital will be the ultimate choice for medical care.

4. CORE VALUES
§ Quality: Jaypee hospital maintains the highest standards and achieve them by continually
measuring and improving outcomes
§ Innovation: Jaypee hospital welcomes and encourages change and continuously seek better and
more efficient ways to target success
§ Teamwork: Jaypee hospital collaborates and share knowledge, for the advancement of the
mission
§ Service: Jaypee hospital strives to exceed their patients and fellow colleagues expectations for
comfort and convenience
§ Integrity: Jaypee hospital adheres to the highest moral and professional standards of honesty,
confidentiality, trust, respect and transparency
§ Compassion: Jaypee hospital adheres to provide a caring and supportive environment for all
patients, their families and fellow colleagues
INFRASTRUCTURE HIGHLIGHTS
 525 beds in first phase
 150 Critical Care beds
 24 bedded Advanced Neonatal ICU
 20 bedded Dialysis Unit
 325 ward beds with Suite, Deluxe, Twin Sharing and Economy options
 18 Modular OTs
 4 Cardiac Catheterization Lab with Hybrid Operating Room
 2 Linear Accelerator (IMRT, IGRT and VMAT), 1 Brachytherapy Suite, Wide Bore CT
Simulator
 2 MRI (3.0 Tesla) with High Intensity Focused Ultrasound
 256 Slice CT Scan, CT Simulation
 64 Slice PET CT, Dual Head 6 Slice SPECT CT, Gamma Camera
 Da Vinci Robotic Surgery for comprehensive robotic surgical solutions

5. Future plans of jaypee hospital
The Jaypee Group has extensive plans to expand its healthcare project in the coming years by
developing 7 more hospitals:
 A 250 bedded hospital at Bulandshahar
 A 200 bedded hospital at Anupshahar
 A 500 bedded hospital at Sahibabad
 A 500 bedded hospital at Agra
 A 500 bedded hospital at Kanpur
 A 300 bedded hospital at Dehradun
 A 300 bedded hospital at Rewa
INFRASTRUCTUREFOCUS
· Jaypee Hospital has opened with 525 beds in first phase. It has 150 critical care beds spread
across medical and surgical ICUs, 325 ward beds with suite, Deluxe, Twin sharing and
Economic options, 50 Ambulatory beds distributed amongst Dialysis, Oncology Daycare,
Emergency and Cath lab Recovery and 18 Modular OTs and 15 birthing Suites.
· The heart institute is equipped with cutting-edge technology and state-of-the-art infrastructure in
the field of cardiac sciences including 4D Echo. Nuclear Imaging, MRI, CT Coronary
Angiography. The hospital has 3 dedicated Cardiac OTs, 3 Cardiac Catheterization labs, 1
Hybrid Operating Room, 30 bedded Coronary Care Unit and 15 bedded CTVSICU.
· The institute of bones and joints is backed by high end technology in diagnostics including 3.0
Tesla MRI. Digital radiography and bone densitometry, computer assisted navigation, C-arm,
Arthroscopy with HD images and have two dedicated radiation modular operating suites with
dedicated post-surgical ICU.
· The institute of brain and spine have 2 state-of-the-art modular operating rooms, biplane
neurological Cath labs, stereotactic frame, most advanced neuro microscope, intra-operative
EEG, 3.0 Tesla MRI and 256 Slice CT

6. · The institute of cancer care have dedicated modular operating rooms with attached post-surgical
ICU beds, 12 bedded daycare chemotherapy centre and is supported by state-of-the-art
histopathology lab and is equipped with high end technology like;
-PET CT, SPECT CT, Gamma Camera
-Two LINAC
-Stereotactic radiosurgery
-Integrated brachytherapy suite
-Wide bore CT for radiotherapy planning
· The institute of solid organ transplant have a team of experts in the field of Transplant Medicine.
There are 2 transplants OTs and 12 bedded Transplant ICUs and HEPA filter. It has an advanced
laboratory and related diagnostic facility for solid organ transplant with a focus on Heart, Liver,
Renal, Corneal and Pancreatic transplant besides Stem Cell Therapy.
CENTRESOF EXCELLENCE
· Heart institute
· Institute of bones and joints
· Institute of minimal access surgery
· Institute of solid organ transplant
· Institute of kidney diseases
· Institute of aesthetic and cosmetic surgery
· Centre of mother care
· Institute of vascular and endovascular surgery
· Institute of brain and spine
· Institute of GI and Hepatobiliary sciences
· Institute of cancer care
· Institute of ophthalmology
· Centre of behavioral sciences
· Centre of dental care
· Department of trauma and acute care
· Department of pulmonary, critical care and sleep medicine
· Department of nulear medicine
· ENT department
· Department of endocrinology
· Centre of child care
· Department of laboratory medicine
· Department of internal medicine
· Department of radiology and imaging
· Department of blood bank and transfusion medicine

7. · Department of physical therapy and rehabilitation
· Department of dental sciences
MANAGERIAL TASKS PERFORMED
I was assigned the job responsibility of handling the marketing activities of Jaypee Hospital in
order to enhance its brand image.
KEY RESPONSIBILITIES ASSIGNED
 To develop and stabilize good and meaningful relationship with consultants, doctors,
patients, and clinics. Eg. Time to time patient follow-ups by sending them SMS and
EMAILS, keeping in touch with the corporate patients by sending them greetings on special
occasions etc.
 Carefully handle the issues raised by the patients and resolve any misunderstandings
occurring within the hospital. Ensure to establish a good and positive image about the
hospital. I the event of any lack services on account of lack of coordination between various
departments of the hospital, then matter is taken up immediately with the management to
formulate a plan to stall any re-occurrence of the same in future.
 Increase market share through penetration in unexplored areas and create awareness of the
organization. Eg. Marketing team goes to an unexplored area. A thorough survey of the area
is done regarding type of population, population size, information about what all healthcare
facilities are available there, who are the main consultant there etc. After this various
promotional activities like health camps, CMEs etc are conducted in these areas, hospital
pamphlets and brochures are distributed in schools, universities, pharmacies etc of that area.
 Develop and nurture new market and client support and coordinate activities regarding
various awareness programs undertaken by marketing team. . Interaction with physicians on
a regular basis to learn about new concepts in healthcare to act as marketing tools in
awareness programs.
 Organized health checkup Camps in schools, RWAs, societies and corporates.
 Organized in house CMEs to developing the skill and medical acumen of medical fraternity
and bring an awareness regarding latest research in medical field.
Tasks performedfor building BRAND image of Jaypee
 Carrying out various brand building activities that included planning, organizing and
conducting various public awareness programs like heath checks, health talks, conducting
OPDs in various institutions.
 Meeting and working closely with media houses to chalk out innovative strategies and
working out a full-fledged campaign for Jaypee Hospital, Noida. (Pamphlets, fliers,
newspapers, billboards, hoardings). In this regard pamphlets depicting various facilities of

8. Jaypee were designed and distributed to patients and attendants in various health camps and
also to the corporate during corporate camps. Billboards were designed and prepared
and were placed at strategic locations in the city like railway, bus stop and metro and also
adds were given in d newspapers and magazines.
 Preparing comprehensive launch plan for Institute of Aesthetics and Cosmetic Surgery in
Jaypee Hospital, Noida. Regular meetings were held with the hospital’s dermatologists and
cosmetic surgeons. Several health talks on cosmetic surgery were arranged in
corporate firms and universities in Noida. An in house CME on dermatology and cosmetic
surgery was organized by me were a selected number of clinical and non-clinical members
related to the field of aesthetics and cosmetology were present were we showcased all the
latest equipment related to the same Jaypee hospital has got and what all services Jaypee is
providing in the field of aesthetics and cosmetic surgery.
 Designing banners, pamphlets, brochures for hospital marketing. In these various healthcare
facilities, discounts and packages, competitive rates ,any launch of new specialty and
department were showcased.
 Suggesting solutions to the problems faced by the patients and implementing them to
strengthen the system. Feedback system was developed, feedback was taken from three
categories i.e. patient attendants, corporate clients and employees of hospital. Feedback
based suggestions was given to authority. Brainstorming sessions were conducted to bring
about a positive change to strengthen the system.
 Doing market research to understand the new market in a better way.eg facilities offered by
other hospitals and their marketing strategies, expectations of local population, studying the
prevalent rates of other hospitals etc. Feedback gained was given to management to evolve
new marketing strategies
MARKETING ACTIVITIES
 Assessment of information needs in order to build database for marketing department.
Feedback was taken from marketing system of other hospitals, in house feedbacks,
feedbacks taken from patients and their attendants, feedbacks from health camps etc.
 Negotiating with advertising companies /agencies, printing press for outdoor activities.
Agencies were contacted and orders were placed at economical rates for designing and
printing of brochures, banners, pamphlets, billboards etc. what all facilities Jaypee is
providing, information about different discounts and packages offered etc are printed in these
brochures and pamphlets.
 Networking with corporate firms for future tie-ups by organizing health camps and health
talks. On a regular basis corporate health camps and health talks were organized by me. Tie-

9. ups were done with these corporate firms and it also included special discounts, packages,
pick and drop facilities etc for the corporate clients.
 Relationship building with associations and clubs for future outreach by organizing health
camps and health talks. Several health talks and health camps were arranged in different
clubs like Rotary club, Lioness club etc and in different Residents Welfare Associations.
Special discounts and offers are provided by Jaypee Hospital to the patients coming from
these RWAs and Clubs.
 Organizing and conducting several In-house CMEs as a part of marketing strategies. Various
doctors, General practitioners and experts in medical field were invited to participate in
knowledge building exercises. They are acquainted with new surgical procedures and new
medicines, techniques and about any innovations abroad etc
DIFFICULTIES FACED
 Employee retention. Employees are the asset of the organization. Long working hours, low
salaries of non-clinical staff especially, and lack of holidays given to the employees and lack
of recreational activities and motivational perks for the employees were the major
factors behind the employees shifting to other healthcare organizations. Also there other
corporate hospitals offering better perks and salaries. So these employees have the tendency
to move to greener pastures. In order to retain these skilled workers it is necessary for any
organization to look into the satisfaction levels of these employees by offering them timely
bonus or increments.
 Hospital was in its initial stage so less number of patients was there and high pressure was
there on marketing department. The marketing team organized more than 1200 health camps
and more than 50 health talks in a month.
 Lack of proper co-ordination amongst team members. Since each member of the marketing
team was organizing several activities in a day, sometimes lack of co-ordination was seen
amongst the team members in organizing health camps and health talks. Sometimes conflicts
were also seen regarding the camp equipment as sufficient equipment was not available to
carry out the activities planned for the day.
 Lack of co-ordination with other departments (regarding camps only). Sometimes inter
departmental conflicts were seen regarding the camp equipment as sufficient equipment was
not available to carry out the activities planned for the day. Also sometimes problems
regarding availability of doctors and nursing staff for the camps was also seen.
 Consultants issue- duty roasters were not updated on time. This resulted in lack of co-
ordination between the doctors and the marketing team in arranging health camps and health
talks. Also due to duty roasters not updated on time, it also resulted in lack of co-ordination
between the patient and the consultant

10. SKILLS ACQUIRED AND LEARNINGS
 Staff management eg. Managing the consultants, GDAs and nursing team in a health camp
so that the camp activities go on smoothly.
 Learned how to do corporate marketing which included corporate tie-ups.
 Interaction with consultants and specialist doctors for referring the patients to Jaypee
Hospital and also in some cases convincing these specialist doctors to join and be the part of
the Jaypee Group.
 Learned to organize and co-ordinate CMEs.
 Evolving a feedback system to improve the database to improve the facilities. Plus and
negative points based on these database marketing strategies are evolved and suggestion are
given on negative points and plus points are highlighted.
 Market research through internet regarding facilities offered by private players in this field
by going through their websites, blogs, Facebook page etc