View of A STUDY ON BRAND AWARENESS OF VASAN EYE CARE HOSPITAL

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Vol.04,Special Issue 05, (ICIR-2019) September 2019, Available Online: www.ajeee.co.in/index.php/AJEEE

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A STUDY ON BRAND AWARENESS OF VASAN EYE CARE HOSPITAL Pooja Nahatkar

Assistant Professor (Management) Dr.Shubha R Singh

Associate Professor, HOD (Management) Dr.Apj Abdul Kalam University, Indore

Abstract - This study concentrate on online brandings and provide best eye care Services We has to developed trust and faith in peoples about our hospital by our serve quality care Work on decreasing waiting time for patient satisfaction. Price structure is very expensive so there is need to correct accordingly we have to create popularity of our hospital by our full eye care under one roof service facility. To prepare a effective Hoardings and design that Impact direct on consumer We should focus on centralized branding(TV add, online) Change staff behavior towards patient Monthly audit and follow up on branding budget. Vasan Eye Care - Worlds largest eye care network is a premier institution of eye care Hospitals in the country that has been making a difference to over 6 million patients every year, making it a household name in South India today. A network of over 90 hospitals spread across New Delhi, West Bengal, Madhya Pradesh, Gujarat, Tamil Nadu, Karnataka, Andhra Pradesh, Kerala & Pondicherry, and Vasan Eye Care is a household name in the Southern states of India. Our first hospital was established in2002 in Trichy. Towards its vision to bring quality eye care within the reach of every Indian, the network has been expanding rapidly.

Keyword:

 Eye Care Services

 Online Branding

 Patient Satisfaction

 Branding Budget 1 INTRODUCTION

“Vasan Healthcare is one of the fastest growing healthcare companies in India today”

Vasan Healthcare Group - the flagship company, one of the fastest growing healthcare companies in India has under its wing, Vasan Eye Care Hospital - World's largest network of eye care hospitals, Vasan Medicals - a network of 40 pharmacy outlets across South Tamil Nadu, Vasan Medical Centers – 7 specialty labs & day care diagnostics centers, 2 multi- specialty hospitals to which 3 more will be added later this year. Established in 1947, the company has been offering quality services to the citizens of India for over 60 years now.

Vasan Healthcare Group began its journey with a single pharmacy in Trichy over 6 decades ago. In 2002, the groups setup its first eye care hospital in Trichy and today with its network of 100+ super specialty eye care hospitals; we are the world's largest day care provider. And growing towards becoming the world's largest day care service provider.

1.1 Vasan Eye Care

Vasan Eye Care - Worlds largest eye care network is a premier institution of eye care hospitals in the country that has been making a difference to over 6 million patients every year, making it a household name in South India today.

A network of over 90 hospitals spread across New Delhi, West Bengal, Madhya Pradesh, Gujarat, Tamil Nadu, Karnataka, Andhra Pradesh, Kerala &

Pondicherry, and Vasan Eye Care is a household name in the Southern states of India. Our first hospital was established in 2002 in Trichy. Towards its vision to bring quality eye care within the reach of every Indian, the network has been expanding rapidly.

We aim to have 125 hospitals in all by the end of 2012. The Vasan Eye Care network currently has 600+

ophthalmologists and over 7500+ CARE team to provide individual attention and care to all our patients.

1.2 Vasan Dental Care

A chain of dental care hospitals to be setup across India to spread smiles across the Country. Each hospital will be

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2 equipped with the state-of-the-art equipments to offer all services related to dental care to its patients under one roof.

2 SERVICES

At Vasan Eye Care, we believe in specialized care that focuses on our patients' needs. As a part of our endeavour to provide comprehensive services we have clinics that specialise in specific eye conditions. Our expertise spans across 38 eye care specialities.

2.1 Cataract Services

Cataract is the clouding of the natural crystalline lens and typically occurs because of ageing, although other reasons may be prolonged use of steroids, exposure to ultra violet and associated health problems like diabetes and eye injuries.

Surgery is the only known effective treatment for cataract removal. All cataract surgeries are aimed at removal of the cloudy natural lens and replacing it with an Intra Ocular Lens (IOL). At Vasan Eye Care Hospitals Phacoemulsification is performed (No stitch surgery) and a foldable IOL is inserted. There are multiple IOL choices available for the surgery which are explained below. These lenses can be inserted through a small 1.8 to 2.8 mm opening

2.2 Aberration free/ Aspheric IOLS These IOLs gives good quality of vision post operative due to the lens design, it also improves the contrast sensitivity of the patient and good night vision. These lenses also filter the harmful UV light and blue light which are said to be harmful to the retina.

2.3 Toric IOLS

These IOLs correct the pre existing corneal astigmatism there by reducing the possibility of spectacle wear for distant vision post operatively.

2.4 Multifocal IOLs

These IOLs provide clear vision for all distances hence almost 90% of the day-today activities can be performed without the need for additional glasses. Rarely the patient may experience glare during nights post operatively but usually gets adapted within a few months.

2.5 Accomodating IOLs

These IOLs have flexible hinges that enables them to change focus for different distances hence providing clear distance, intermediate and near vision without glasses.

2.6 Instruments available

Stellar is and Infiniti Phacoemulsification machines, Keratometer, Alcon Ascan Bio microscope, corneal topographer, Specular microscope

2.7 Surgery Services

 Laser Vision Correction

 Intra Ocular Surgeries:

 Refractive lens exchange

 Instruments Available:

 Cornea Services :

 Glaucoma Services

 .Paediatric Ophthalmology and Squint Services

2.8 Role of Brand Awareness In Hospital Services

Brand awareness is the company’s presented brand using service facilities, and the appearance of service providers, company name, and logo. External brand communications that is received about customer received about services such as word of mouth communication and public relations.

3 LITERATURE REVIEW

Today the primary capital of many businesses is their brands. For decades the value of a company was measured in terms of its real estate, then tangible assets, plants and equipments. However it has recently been recognized that company’s real value lies outside business itself, in the minds of potential buyers or consumers.“A brand is both, tangible and intangible, practical and symbolic, visible and invisible under conditions that are economically viable for the company”

(Kapferer, 1986). Brands are built up by persistent difference ever the long run.

They cannot be reduced just to a symbol on a product or a mere graphic and cosmetic exercise. A brand is the signature on a constantly renewed, creative process which yields various products. Products are introduced, they live and disappear, but brands endure.

The consistency of this creative action is

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3 what gives a brand its meaning, its content, and its characters’: creating a brand requires time and identity. The American Marketing Association defines the term ‘Brand’ as “A name, term, symbol or design, or a combination of them, which is intended to signify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” More importantly, a brand promises relevant differentiated benefits.

Everything an organization does, should be focused on enhancing delivery against its brand’s promise. Combining a few different definitions, a brand is the name and symbols that identify:

 The source of a relationship with the consumer

 The source of a promise to the consumer

 The unique source of products and services

 The single concept that is created inside the mind of the prospect

 The sum total of each customer’s experience with the corporate

The previous studies conducted on the factors of trust, customer satisfaction, relationship commitment, brand loyalty and hospital image in hospital services.

This helps to discuss the role of brand awareness.

Trust: - Doney and Cannon (1997), in his study found that, trust as the perceived credibility and goodwill of a target party.

The first dimension focuses on the objective believability of an exchange partner, as in an expectancy that one can rely on the partner's word or written statement. The second dimension is the extent to which one partner is genuinely interested in the other's welfare and motivation to seek joint gains. Through various studies, we have categorized trust into the following four categories: (1) the known intentions of each party in a transaction (Moorman et al., 1992); (2) the necessity of the parties to believe each other when something occurs that can affect the future of the relationship (Anderson and Weitz, 1989);

 The establishment of the relations that can create the desired state (Dwyer et al., 1987); an

 Belief in each other's words, promises, and actions in the regular conduct of

business. (Schurr and Ozanne, 1985).

Understanding exchange partners leads to the formation of trusted business relationships. If trust is formed, the relationship between company and customer has the potential to be mutually beneficial. In the health care context, trust can create an exchange environment in which a hospital can provide better care to its patients, or customers, while becoming or remaining profitable. Built on management capability, trust is a standard that hospitals and their employees offer patients. When patients complain about service, the hospital and its employees must do their best to respond to the complaints and thereby maintain or rebuild

3.1 Objective of Study

Importance of understanding branding and its impact on modern day markets is vital to the health and growth of most industries. The aim of this report is to put into perspective the functional values of branding as well as assess its role in the consumer purchase decision- making process.

 Understanding the concepts of branding and consumer behavior.

 Hospital’s performance.

 Role of Brand Awareness In Hospital Service

4 RESEARCH METHODOLOGY

 To understand the branding strategies of vasan eye care hospital, Brand building

 Brand awareness and its impact on the business of Health Care organization.

 Research type: The research will be a self reported survey, so research design will be the survey to be conducted in the area of study.

 Data Sources:-

 Questionnaire survey

 Assessment of internet

 Define study period: - 45 Days Methodology in testing:-

 Tool

 Sampling Design

 Sampling Frame

 Sample Size

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4 Analysis of findings:

1.Pie chart 2.Tables 4.1 Research Analysis:

How did you come to know about Vasan Eye care Hospital?

 TV ads & news paper

 Friends and relatives

 Peers

 Hordings

 Medical Camps

 Website

 Other Website 0%

Medical camps 5%

hordings 5%

peers 10%

Source

Tv add & news paper 10%

Others 20%

Friends and relative 50%

Tv add & news paper friends and relative peers hordings Medical camps Website Others As per graph it clearly shows that friends and family reference plays vital role in total or new OPD because 50% patients are referred by them hence we should concentrate on providing quality services which will ultimately help in creating brand value.

You trust the treatment and investigation services of Vasan Eye care.

 Strongly agree

 Agree

 Neither agree not disagree

 Disagree

 Strongly disagree

 More than 90% patients have shown trust in treatment which indicates we are providing

Trust on services

Neither agree Disagree Strongly disagree

not disagree ^0%

10%

0% Strongly agree 20%

Agree 70%

Strongly agree Agree

Neither agree not disagree Disagree Strongly disagree quality services and trust toward brand value.

 To what extent our services have successfully met your expectations?

 To the fullest extent

 More then 80%

c) 50% - 80%

 Less then 50%

 Can’t say

Our survey clearly shows that majority of patients expectations are being fulfilled by hospital which shows trust and quality services.

Hospital Services and Infrastructure justify and support our brand value?

 Yes

 No

 May be

Our infrastructure and services are justifying with our brand value and moving towards a strong brand value In terms of Brand Hospital where we stay?

 Low

 Average

 Highest

Vasan eye care hospital has currently stays at average Brand position

You prefer a particular brand because of

it’s ?

 Popularity

 Quality services

 Referral

 word of mouth

According to the survey more than 50% population prefer quality health care services and then Popularity or any brand of hospital.

5 FINDINGS

 As per graph it clearly shows that friends and family reference plays vital role in total or new OPD because 50%

patients are referred by them hence we should concentrate on providing quality services which will ultimately help in creating brand value.

 Vasan eye care hospital has currently stays at average Brand position.

 According to the survey more than 50% population prefer quality health care services and then Popularity or any brand of hospital.

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 Our infrastructure and services are justifying with our brand value and moving towards a strong brand value.

 Our survey clearly shows that majority of patients expectations are being

fulfilled by hospital which shows trust and quality services.

 More than 90% patients have shown trust in treatment which indicates we are providing quality services and trust toward brand value.

6 CONCLUSIONS

Brand awareness is needed to disseminate information on the meaning of brand.

Brand meaning plays an important role developing brand awareness. In order to emotionally attract brand customers building strong brand position and presence. Service brands are different in position to market by many factors both tangible and intangible service elements plays vital role in health care industry. It is element of customers’ lives when service mangers build profound relationship with them. The brand which come first to the minds of the customers and they are easily recognize and memorable is the major challenge of the service providers in the hospital services. Therefore do the service is recognized in the market brand awareness should build.

 We have to concentrate on online brandings and provide best eye care services

 We have to developed trust and faith in peoples about our hospital by our serve quality care

 Work on decreasing waiting time for patient satisfaction.

 Price structure is very expensive so there is need to correct accordingly.

 We have to create popularity of our hospital by our full eye care under one roof service facility.

 To prepare a effective Hoardings and design that Impact direct on consumer

 We should focus on centralized branding(TV add, online)

 Change staff behavior towards patient

 Monthly audit and follows of branding budget

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