Product Line Study of Wockhardt Hospital by Shezah Salam

About Wockhardt Hospital Group Wockhardt hospital, a subsidiary of Wockhardt ltd. , is India’s leading super specialty hospital chain with branches in Mumbai, Bangalore, Hyderabad, Kolkata, Nagpur, Nasik, Surat , Rajkot, Kalyan and Bhavnagar. As associate hospitals of Harvard Medical, USA in India, Wockhardt hospitals benefit from the extensive learning and experience of Harvard Medical School and its affiliated institutions world-wide. This association helps Wockhardt Hospitals to stay at the forefront of medical technology and techniques, way ahead of others. Wockhardt Hospitals, Mumbai, has become the first superspeciality hospital in South Asia to achieve accreditation from Joint Commission International (JCI), USA. JCI is the gold standard in global healthcare standards. With this, Wockhardt Hospitals joins an exclusive group of 71 hospitals worldwide, which have passed JCI’s stringent clinical quality standards. Their dedication to build a patient driven environment through the creation and exchange of knowledge is the decisive factor for their success. They constantly strive to upgrade the knowledge and competence of our human resources by constantly training with methodologies that meet global standards. Members of their medical team extensively travel to some of the best healthcare centers and teaching Institutions across the world to update their knowledge and acquire new competencies to hone their skills. The quality of healthcare services at their group hospitals in India is at par with the best centres anywhere in the world at a fraction of the cost in US, UK and Canada. Core Competencies Being a Specialty hospital, Wockardt’s core competencies lie in the following fields: †¢ Neurology and Neurosurgery †¢ Heart and cardiac care †¢ Cardio Thoracic and Vascular surgery †¢ Orthopedics and Joint Replacements †¢ Minimal Invasive surgery Wockhardt Product Line Based on the core competencies of the hospital, Wockhardt Hospitals offers the following highly specialized services known as their ‘centers of excellence’: 1. Wockhardt Heart –Care A center for excellence in interventional Cardiology and Cardiac Surgeries in the country, it has to its name a history of path-breaking procedures, be it the first-ever Conscious Off Pump Coronary Artery Bypass Surgery and Awake Heart Surgery in India. Collectively Wockhardt group hospitals have now have tremendous experience of performing over 40000 Cardiac Surgeries and 75000 interventional cardiology procedures since its inception The same expertise and care is now available across various cities of India where Wockhardt Superspecialty Hospitals have been set up and each one of them have a Wockhardt Heart Care. These heart care are also a teaching center for clinicians from the sub-continent and now a preferred destination for cardiac patients not only from India but also from all over the US, UK, Canada, Middle East and Africas. According to the Wockhardt heart care philosophy, a life isn't saved until it is fully redeemed. Which means that anyone who comes in with a heart ailment, is not healed until they go back to their normal life, exactly like it was before. This is why Wockhardt treats surgery as just another stepping stone in the complete healing process. Their post operative facilities stand testimony to this belief. Their advanced rehabilitative care included dedicated nutritionists, dieticians, fitness equipment, counselors and our infection control policies; just a few initiatives that see you through the road to recovery. 2. Wockhardt Brain and Spine Care Wockhardt Brain & Spine specialties in Bangalore and Mumbai provides advanced micro-surgical techniques to treat complex Brain & Spine disorders. This super specialty center is amongst the few in Asia equipped with most advanced Neuro-navigation and Endoscopic facilities to perform complex brain and spine neurosurgeries. Wockhardt Brain & Spine Care has a vastly experienced team of Neurosurgeons and Neurologists, backed by the most comprehensive neuro-diagnostic and imaging facilities, positions the hospital among the best in the region. Neurological services extend to the very latest in diagnostic equipment such as EEG, ENMG, and Video-monitoring, 1. 5 Tesla MRI and 64-Slice CT Scan. 3. Bone and Joint Center The Wockhardt Bone & joint Care has evolved as the Centre of Excellence for joint replacement surgeries and is equipped to treat all types of musculo-skeletal problems ranging from surgeries to minimally invasive Arthroscopic surgeries. The Wockhardt Bone and Joint Care is equipped to treat all types of musculo-skeletal problems ranging from Trauma Surgery to Minimally Invasive Arthroscopy Surgery. The hospital also specilalises in surgery for joint replacements, sports medicine, ligament repair, knee surgery, spine surgery and physical therapy for rehabilitation. Wockhardt Bone & Joint Care has complete technology and advanced skills to perform Microscopic Lumber & Cervical Discectomy, Endo-scopic Spine Surgery and Arthroscopic surgeries such as Ligament Reconstruction in the knee, Subacromial Decom-pression in the shoulder. 4. Minimal Access Surgery The Wockhart Minimal Access Surgery Hospital is equipped with High-end technology to perform precision surgery in this newly developed modality of surgical treatment, which until recently required large incisions on the human body. It encompasses operative procedures for the nervous system, ENT, thorax, abdomen, urinary tract, reproductive system and joints. This technology not only minimises surgical trauma, pain and blood loss but also shortens hospitalisation and improves aesthetics. Traditionally surgeons had to cut wide and deep (Incision) to reach (Access) organs for large incisions caused pain, were prone to infections/ hernia and often rendered poor cosmetic results. These factors were the underlying cause of significant mortality and morbidity. Minimal Access Surgery (MAS) makes it possible for surgeons to reach (Access) various organs in the body cavities through small incisions (Minimal). Wockhardt Minimal Access Surgery Hospital has acquired complete State-of –the-art range of endoscopic technology required for carrying our minimal access surgery. These include: Endovision Tricam SL, Harmonic Scalpel, Medical grade monitor, CO2 Insufflator and a wide range of high precision instruments. 5. Hip-resurfacing centre Wockhardt provides high quality and cost effective hip replacement surgery services. Their Minimally Invasive Hip Resurfacing/ Replacement Surgery: Removes only unhealthy bone and replaces it with a metal on metal articulation. †¢ It preserves the normal bone of the hip – patients can squat, sit cross-legged without the risk of dislocation. †¢ Everlasting – based on 35-year history in Birmingham of metal on metal implants. †¢ Excellent restoration of full function. †¢ Femo ral head remains viable after BHR surgery. It does not sacrifice normal bone during primary surgery. †¢ Activity restriction not required after surgery, as there is hardly any risk of dislocation. Patient can indulge in full sporting activities without risk of dislocation. Patients have gone back to sports like competitive Judo and Squash after surgery. †¢ Overall 99% success rate – ideal option for the younger or more active patient 6. Women Care Wockhardt Hospitals Woman Care program is a culmination of strengths derived from our association with HMI, and conceptualized in line with the world renowned Harvard associated Brigham & Women’s Hospital. A 30, 000 sq ft area is exclusively dedicated to Woman care with consultation suites, delivery rooms, operating rooms, dedicated to obstetrics, a 12-bed neo-natal ICU & a nursery. Our Woman health care programmes, besides minimal access gynaecological services, also include preventive clinics (early diagnosis of breast, uterine, ovarian and cervical cancer), Infertility clinics & Menopausal clinics. Other services offered by Wockhardt: †¢ Liver Transplant and Digestive Diseases †¢ Joint Replacements †¢ Women and Child Care †¢ Trans Nasal Brain Tumor Surgery †¢ Urology and Andrology †¢ Obesity Surgery †¢ Dental Care †¢ Surgical Oncology †¢ Parkinson's Disease Surgery Product Mix |Heart Care |Brain and Spine | |A. CARDIO – THORACIC AND VASCULAR SURGERIES |Spinal Surgeries | | |[pic] | | |Microscopic lumbar discectomy or decompression | | | | |[pic] |[pic] | |Beating Heart Bypass Surgery (Off – Pump Coronary|Microscopic anterior cervical discectomy | |Bypass Surgery) | | |[pic] | |[pic] |Endoscopic discectomy | |Conscious Off Pump Coronary Artery Bypass Surgery| | |- COPCAB (Awake Coronary Artery Bypass Surgery |[pic] | |-ACAB) |Spinal decompression with or without fusion | | | | |[pic] |[pic] | |On-Pump Coronary Artery Bypass Surgery |Endoscopic fusion of spine | | | | |[pic] |[pic] | |Redo Bypass Surgery |Percutaneous Endoscopic Lumbar Discectomy | | | | |[pic] |Degenerative Disc Disease | |Valve Surgery |[pic] | | |Minimally-invasive spinal fusion and advanced instrumentation | |[pic] | | |MVR with Correction of Atrial fibrillation using |[pic] | |Maze III Procedure |Total disc replacement surgery | | | | |[pic] |[pic] |Vascular Surgery |Spinal deformity corr ection and stabilization | | | | |[pic] |[pic] | |Thoracic & Pulmonary Surgeries |Endoscopic fusion of spine | | | | |[pic] |[pic] | |Adult & Paediatric Open Heart Surgeries |Percutaneous Endoscopic Lumbar Discectomy | | | | | |Osteoporosis of the spine | | |[pic] | | |Vertebroplasty | | | | |B. INTERVENTIONAL CARDIOLOGY PROCEDURES |[pic] | | |Kyphoplasty | | | | | |[pic] | |[pic] |Spondylolisthesis | |Coronary Angiography & Angioplasty (both Femoral | | |& Radial Approach) |[pic] | | Posterior spinal instrumentation | |[pic] | | |Angiogram & Angioplasty of arteries of Neck, Leg |Abnormal curvature within the spine-scoliosis | |, Arm, Kidney | | | | | |[pic] |[pic] | |Permanent pacemaker (Single & Double Chamber) |Thoracoscopic deformity correction | | | | |[pic] |[pic] | |Valvuloplasty |Posterior correction of Scoliosis or Kyphosis with instrumentation | | | | |[pic] | | |EP Study Diagnostic & Ablation | | | |Other spine surgeries | |[pic] |[pic] | |ASD closure with device |Tuberculosis of Spine – Thoracoscopic Spinal Surgery with Para spinal abscess | | |drainage | | | | | |[pic] | | |Spine Tumor Surgery | | | | |C. CARDIAC REHABILITATION PROGRAMME |[pic] | | |Spine Trauma | | | | | |Brain surgeries | | |[pic] | | |Microsurgery for Brain Tumors | | | | | |[pic] | | |Endoscopic Brain Surgery | | | | | |[pic] | | |Trans Nasal Endoscopic Brain Tumor Removal | | | | | |[pic] | | |Skull Base Surgery | | | | | |[pic] | | |Brain Trauma Surgery | | | | |[pic] | | |Congenital Cranial Deformity | | | | | |[pic] | | |Stereotactic Brain Surgery for Tumor and Functional Neurosurgery | | | | | |[pic] | | |Craniofacial Surgery with FMS (Facio-Maxillary Surgery) | | | | | |[pic] | | |Brain Surgery for Abnormal Blood Vessels | | | | | |[pic] | | |Brain Surgery for Epilepsy | | | | | |[pic] | | |Brain Surgery for Removal of Blood Clots | | | | | |[pic] | | |Interventional/ Neuro-endovascular Therapy for Cerebro-vascular Diseases and Tumor| | | | | |[pic] | | |Interventional/ Neuro-endovascular Therapy for Cerebro-vascular Diseases and Tumor| | | | Product Mix (contd. ) Bone and join t care |Minimal access surgery |Women Care |Hip Replacement |Other Specialties | |Arthroscopic surgery:Key hole | |The NEST – Bithing Services |Minimally invasive hip |Liver Transplant and | |surgery for disorders of knee and | | |replacement surgery |Digestive Diseases | |shoulder |[pic] |LDRP birthing suites, Private | | | |Minimal Access Spine surgery |DIAGNOSTIC ENDOSCOPY |deluxe, Twin-deluxe and multi-bed | |Joint Replacements | |Hip Resurfacing | |Painless deliveries | | | |Paediatric Bone & Joint Surgeries |[pic] |Management of high risk | |Women and Child Care | |Fracture Treatment |Upper GI Scopy |pregnancies/Late pregnancies | | | |Sports Medicine | |The Lamaze Classes | |Trans Nasal Brain Tumor| |Speciality Clinic for Arthritis |[pic] |Ante-natal classes | |Surgery | |Trauma & Pain Management |Colonoscopy | | | | |Osteoporosis | |Clinics | |Urology nd Andrology | |Lifestyle Modification Programme |[pic] | | | | |(Rehabilitation) |ERCP |Menopause Clinic | |Obesity S urgery | |Patient Education Programme | |Infertility Clinic | | | |Total Knee Replacement |[pic] |Adolescent Clinic | |Dental Care | |Unicondylar Knee Replacement |Bronchoscopy | | | | |Total Hip Replacement | |Minimal Access Gynaecological | |Surgical Oncology | |Hip Resurfacing / Surface | |Surgeries | | | |Replacement Arthroplasty | | | |Parkinson's Disease | |Shoulder Replacement |[pic] |Laproscopic hysterectomy | |Surgery | |Neck & Elbow Replacement |EMERGENCY LAPAROSCOPY |Laproscopic tubectomy | | | | | |Laproscopic overectomy | | | | |[pic] | | | | | |LAPAROSCOPIC PROCEDURES |Operative Gynaecological Surgeries | | | | | | | | | | |[pic] |Hyserectomy | | | | |Hernia procedures |Ovarian cysts | | | | | |Malignancies | | | | |[pic] Surgeries on the fallopian tube | | | | |Gallbladder stones and liver |Removal of fibroids | | | | |procedures: | | | | | | | | | | | |[pic] | | | | | |Procedures on esophagus/ | | | | | |myotomy | | | | | | | | | | | |[pic] | | | | | |Nissen fundopli cation | | | | | | | | | | | |[pic] | | | | | |Procedures on the stomach | | | | | |cancer | | | | | | | | | | | |[pic] | | | | | |Procedures on the small | | | | | |intestine | | | | | | | | | | |[pic] | | | | | |Procedures on pancreas | | | | | | | | | | | |[pic] | | | | | |Procedures on other organs | | | | | | | | | | | |[pic] | | | | | |Hepatic Resection for | | | | | |Malignant Liver | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |[pic] | | | | | |VIDEO ASSISTED THORACIC | | | | |SURGERY | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |[pic] | | | | | |LAPAROSCOPIC COLONIC | | | | | |CANCER/RECTAL CANCER SURGERY | | | | | | | | | | Product Hierarchy Product analysis: Wockhardt Heart Care With its latest technological advances and ethical management practices Wockhardt pledges to provide international standard cardiac care to its patients. Wockhardt Heart Care, with the best Cardiac Surgeons, Cardiologist & Medical Staff delivers wor ld standard heart care with the highest degree of convenience, care and compassion at a reasonable cost. ore Branding Strategy: â€Å"Heart is Wockhardt† is how Wockhardt Hospital and Heart Institute has come to be known as since the past 17 years. A center for excellence in interventional Cardiology and Cardiac Surgeries in the country, it has to its name a history of path-breaking procedures, be it the first-ever Conscious Off Pump Coronary Artery Bypass Surgery and Awake Heart Surgery in India. The Wockhardt branding strategy concentrates on depicting an image of overall heart care. According to the Wockhardt philosophy a life isn’t saved until it’s completely redeemed. This is why they treat surgery as just another stepping stone in the complete healing process. Another facet in the 360 degree care they offer. Pricing Startegy: With Wockhardt Hospitals, even the most cost-sensitive traveler can get the best and most specialized services and luxury amenities. Procedure / Treatment |Wockhardt Hospitals, India ($) |USA ($) |UK (GBP) | |Open Heart |8,500 |100,000 |20,000 | |Surgery (CABG) | | | | |Total Knee |7,000 |48,000 |15,000 | |Replacement | | | | |Hip Resurfacing |8,500 |55,000 |15,000 | |LA Hysterectomy |4 ,500 |22,000 |6,000 | |Lap Cholcystectomy |4,500 |18,000 |4,000 | |Spinal Decompression Fusion |8,500 |60,000 |32,100 | |Obesity Surgery |9,800 |65,000 |12,000 | |(Gastric Bypass) | | | | Product Level [pic] Points of Parity of Wockhardt heart care and other hospital chains †¢ Well experienced doctors †¢ Latest technology †¢ Luxurious Ambience †¢ Large variety of surgeries Points of Difference of Wockhardt Heart Care and other Hospital Chains †¢ Rehabilitation Centers (Including dietician, gyms, etc. ) †¢ Greater heart surgery specialties †¢ Tie up with Harvard Medical Association †¢ World Class Services and Facilities †¢ Joint Commision International Accreditation †¢ Ground Breaking Medical Breakthroughs: The Four Prong Strategy: Nobody wanted to treat a 12 year old girl with a congenital cardiac defect of criss-crossed ventricles and arteries. Medication could only do so much and a temporary fix of the valves would only buy time. T he team at Wockhardt Hospitals wanted more for the girl; we wanted to give her a normal life of a 12 year old. It took a whole year of tests and scans and 4 high risks surgeries to re-arrange the girls heart; but it the end we challenged the odds and emerged successful. o The Radio Maze Therapy: Heart specialists at Wockhardt have found an extremely advantageous procedure surgical procedure which will offer a permanent solution during atrial fibrillation – An abnormal fast beating of the heart caused by disturbed electrical discharges. The surgery uses the technique of irrigated radio frequency modified maze procedure, which is performed to treat atrial fibrillation along with an open heart surgery for valve replacement. o Wake-up to a new world: A 78 year old patient walked into Wockhardt Hospitals with chest pain. An emergency angiogram indicated the urgent need for a bypass. The problem ? He was a smoker and affected lungs meant that he could not tolerate general anaesthesia. And he had other complications, like diabetes and renal problems which eliminated heart lung machines. In most other hospitals, this would have been the end of the story. But our team came up with a medical plan to perform a minimally invasive coronary bypass without general anaesthesia or a ventilator support, using the technique called high epidural analgesia. The operation lasted 45 minutes and was a success, and the patient was awake all through. o The Brains behind the heart: A 22 year old was brought to Wockhardt Hospitals with a rare condition. He has a cancerous tumour in his heart. Something that is normally found in the brain. A condition like this is so rare that there isn't even enough medical literature about it. But that didn't stop our team. In an epic surgery that lasted longer than 6 hours, they successfully removed the tumour and literally rebuild a large part of his heart. o The 900gm Miracle: Most hospitals wouldn’t operate on Jonathan. He was four months old and weighed 900grams. He was almost the size of a palm. Jonathan's heart was just one-inch–long and had a one –centimetre fungal mass in the right chamber, which had infected his blood. An open heart surgery was his only chance of survival, but was risky, considering his loss of weight. A risk that most hospitals were not willing to take. They wanted to wait till Jonathan gained more weight, which meant they needed more time. Time is what he did not have. But the team at Wockhardt had belief. Belief in their skills and belief that they would save Jonathan's life. The six hour surgery was a success. Jonathan was reborn. ———————– Marketing Management: A product line study of Study by Shezah Salam Roll no: 2120