Project Work REPORT

PROMOTION OF PGCHM 200
A STUDY ON
“PROMOTION OF PGCHM”
AT
DR.REDDY’S FOUNDATION FOR HEALTH EDUCATION
A Project Report submitted to
ICBM SCHOOL OF BUSINESS EXCELLENCE
In partial fulfillment of the requirements for the award of
POST GRADUATE DIPLOMA IN MANAGEMENT
Submitted By:
Sivanarayana Ankipalli
R.NO: PGDM 007-030
2007-2009
Upper Pally ‘x’ Roads, Rajendra Nagar, Hyderabad-34.
www.icbm.ac.in
1
ICBM – SCHOOL OF BUSINESS EXCELLENCE

8
CERTIFICATE
This Is Certify That the Project Entitled
AT
AMEERPET, HYDERABAD
Submitted to in partial fulfillment of the requirements for the

award of
OF
Under my supervision guidance and that no part of this report

has been submitted for the award of any other degree,
diploma, fellowship or other seminar tittles or prizes and that
the work has not been published in any journal or
management.
Attested: Certified By:
Professor Jitendar Govindani

Faculty/Guide

8
STUDENT DECLARATION
I Sivanarayana Ankipalli, Hereby declare that project titled
AT
Submitted to in partial fulfillment of the requirements for the

award of
To ICBM SCHOOL OF BUSINESS EXCELLENCE, It is my

original work and not submitted for the award of any other
degree, diploma, fellowship or other similar tittles or projects.
Date:

8
Student name and

Signature

8
PROJECT
ON
PROMOTION OF PGCHM
(POST GRADUATE CERTIFICATE IN HEALTHCARE
MANAGEMENT)

8
ACKNOWLEDGEMENT
An endeavor over Project Report can be successful only with the advice
and support of many well wishers. I take this opportunity to express my
gratitude and appreciation to all of them.
I express my deep sense of gratitude to Mr. Jitender Govindani,

INSTITUTE OF BUSINESS AND MANAGEMENT – SCHOOL OF
BUSINESS EXCELLENCE , for giving valuable advice and , who
guided me constantly and shared infinite time and interest and helped me
at all times to enable me to carry out my project with confidence .
I feel delighted to thank Miss Sabita Reddy, Mr. S.S. Panda, Mr. V.
Rajesh, for their help and cooperation during this project work.
I am also grateful to other members of the faculty, department of

management studies, for continuous guidance and cooperation.
I express my profound gratitude to my parents for their co operation

towards the completion of my seminar script successfully.

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CONTENTS
S.NO NAME OF THE CONTENT PAGENO

1. INDUSTRY PROFILE 7
2. ORGANIZATION PROFILE 31
3. LITERATURE SURVEY 41
4. NEED FOR STUDY 49
5. RESEARCH METHODOLOGY 51
6. OBJECTIVES OF STUDY & SCOPE
OF OBJECTIVES 56
7. QUESTIONAIRE 60
8. SAMPLING DETAILS 64
9. FINDINGS 67
10. SUGGESTIONS 69
11. APPENDICES 71
12. BIBLIOGRAPHY 74

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INDUSTRY PROFILE

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1. INDUSTRY PROFILE
INTRODUCTION
Health care, or healthcare, is the prevention, treatment, and management of
illness and the preservation of mental and physical well being through the
services offered by the medical, nursing, and allied health professions. Health
care embraces all the goods and services designed to promote health, including
“preventive, curative and palliative interventions, whether directed to
individuals or to populations”. The organized provision of such services may
constitute a health care system. This can include specific governmental
organizations such as, in the UK, the National Health Service or cooperation
across the National Health Service and Social Services as in Shared Care.
Before the term "health care" became popular, English-speakers referred to
medicine or to the health sector and spoke of the treatment and prevention of
illness and disease.
In most developed countries and many developing countries health care is

provided to everyone regardless of their ability to pay. The National Health
Service, established in 1948 by Clement Atlee's Labor government in the
United Kingdom, were the world's first universal health care system provided
by government and paid for from general taxation. Alternatively, compulsory
government funded health insurance with nominal fees can be provided, as in
Italy. Other examples are Medicare in Australia, established in the 1970s by the
Labor government, and by the same name Medicare was established in Canada
between 1966 and 1984. Universal health care contrasts to the systems like
health care in the United States or South Africa, though South Africa is one of
the many countries attempting health care reform. The United States is the only
wealthy, industrialized nation that does not provide universal health care.
The health care industry is considered an industry or profession which includes

peoples' exercise of skill or judgment or the providing of a service related to the
preservation or improvement of the health of individuals or the treatment or care
of individuals who are injured, sick, disabled, or infirm. The delivery of modern
health care depends on an expanding group of trained professionals coming
together as an interdisciplinary team.
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Consuming over 10 percent of gross domestic product of most developed

nations, health care can form an enormous part of a country's economy. In 2003,
health care costs paid to hospitals, physicians, nursing homes, diagnostic
laboratories, pharmacies, medical device manufacturers and other components
of the health care system, consumed 16.3 percent of the GDP of the United
States, the largest of any country in the world. For the United States, the health
share of gross domestic product (GDP) is expected to hold steady in 2006
before resuming its historical upward trend, reaching 19.5 percent of GDP by
2016. In 2001, for the OECD countries the average was 8.4 percent with the
United States (13.9%), Switzerland (10.9%), and Germany (10.7%) being the
top three.
Industry Challenges:
Demographic, social, and cultural changes are putting more pressure than ever
before on healthcare providers to be accessible, affordable, and responsive. As a
result, healthcare organizations rely on technology more than ever to help
achieve their business and clinical objectives.
Key healthcare organization objectives include:
• Better quality of care

• Improved patient outcomes
• Increased productivity and workflow efficiency
• Better information at the point of care
• Improved and integrated communications
• Privacy and protection of patient information.
The healthcare environment is one that calls for integration. Today, most
hospital networks run, on average, more than 300 applications. Patient
information is scattered across disparate systems in public and private
healthcare entities, which makes it difficult and costly for healthcare
professionals to share vital medical, clinical, and patient information.
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Healthcare Organizations Transform Themselves
Healthcare professionals are increasingly looking to networking solutions to

ease the tangle of systems and devices in healthcare. The Cisco Medical-Grade
Network is an intelligent network that connects all of the stakeholders in the
healthcare environment to a single information and communications
infrastructure and delivers vital healthcare resources—anywhere, anytime, to
any device.
*source: www.google.com
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INTERNATIONAL SCENARIO
The pharmaceutical industry consists of numerous players, all of whom hold
only a small market share of the industry. In "A Bigger, Richer World," Kim
Clark cited Glaxo Welcome as the second largest revenue earning company in
pharmaceuticals, though it only holds 4.7% market share. It is only preceded in
the market by Novartis, created by the 1996 merger of Sandoz and Ciba-Geigy.
Revenues Profits Profits as % of..

Industry G500 Revenues Assets
Company Name ($
Rank Rank ($ Rank
millions) millions) % %
JOHNSON &
1 176 18842 2403 30 12.75 13.44
JOHNSON
2 MERCK 215 16681.1 3335.2 13 19.99 13.99
BRISTOL-
3 282 13767 1812 49 13.16 13.01
MYERS SQUIBB
AMERICAN
4 HOME 301 13376.1 1680.4 60 12.56 7.87
PRODUCTS
5 SANDOZ 314 12895.1 1740.9 56 13.50 9.84
ROCHE
6 333 12453.5 2852.4 19 22.90 9.26
HOLDING
GLAXO
7 353 12054.2 2686.1 21 22.28 20.24
WELLCOME
SMITHKLINE
8 399 11064.6 1530.8 69 13.84 12.09
BEECHAM
9 PFIZER 438 10021.4 1572.9 66 15.70 12.36
ABBOTT
10 441 10012.2 1688.7 59 16.87 17.94
LABORATORIES
TOTAL -- -- 131167.2 21302.4 -- -- --
*Source: www.fortune.com
The 1996 Global 500 lists ten international pharmaceutical companies: [*]
Johnson & Johnson (7.35%) , Merck (6.5%) , Bristol-Myers Squibb (5.3%) ,
American Home Products (5.22%) , Sandoz (5.03%) , Roche Holding (4.86%) ,
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Glaxo Welcome (4.7%) , SmithKline Beecham (4.3%) , Pfizer (3.9%) , and

Abbott Laboratories (3.9%). The Fortune 500 listing of only American
companies lists fifteen pharmaceutical companies. Other notable global
pharmaceutical companies, such as Bayer, are not included because their
primary business is not in pharmaceuticals.
1. JOHNSON & JOHNSON:

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Company
Caring for the world, one person at a time... inspires and unites the people of
Johnson & Johnson. We embrace research and science - bringing innovative
ideas, products and services to advance the health and well-being of people.
Employees of the Johnson & Johnson Family of Companies work with partners
in health care to touch the lives of over a billion people every day, throughout
the world.
Family of Companies comprises:
• The world’s premier consumer health company

• The world’s largest and most diverse medical devices and diagnostics
company
• The world’s third-largest biologics company
• And the world’s sixth-largest pharmaceuticals company
We have more than 250 operating companies in 57 countries employing

119,500 people. Our worldwide headquarters is in New Brunswick, New Jersey,
USA. To learn more about our companies, explore the map.
Credo Values
The values that guide our decision making are spelled out in Our Credo. Put
simply, Our Credo challenges us to put the needs and well-being of the people
we serve first.
Management Approach
Johnson & Johnson is a company of enduring strength. We credit our strength

and endurance to a consistent approach to managing our business, and to the
character of our people.
Views & Positions
As a global corporation, what we believe and what we do has an impact on the

challenges and opportunities facing health care and business today.
Corporate Governance
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Our Credo values guide the actions of people throughout the

Johnson & Johnson Family of Companies. These values extend to our
accounting and financial reporting responsibilities.
Company Structure
See how our Family of Companies is organized.
Our People & Diversity
People and values are our greatest assets and diversity is a central part of the
cultures across the Johnson & Johnson Family of Companies.
History
Johnson & Johnson was founded more than 120 years ago. Since then, we’ve
brought the world new ideas and products that have transformed human health
and well-being.
Board of Directors
Our Board of Directors is a group of people who meet a set of General Criteria
for membership and are elected to the Board by our shareholders each year. We
currently have 11 Board members, 9 of whom are "independent" under the rules
of the New York Stock Exchange.
Our Board holds the ultimate authority of our Company, except to the extent
those shareholders are granted certain powers under the Company's Certificate
of Incorporation and By-Laws.
The Board:
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William D. Perez, President and Chief Executive Officer, Wm. Wrigley Jr.
Company.
• Appoints senior management of the Company, who are responsible for

conducting business and operations,
• Provides oversight of management, and
• Forms standing Board Committees to assist in fulfilling its obligations.
Our Management Team meets throughout each year with our Board members to
discuss strategic direction and major developments of the Company's various
businesses.
2. PFIZER
Good health is vital to all of us, and finding sustainable solutions to the
health care challenges of our changing world cannot wait. That's why we
at Pfizer are committed to being a global leader in health care and to
helping change millions of lives for the better through providing access to
safe, effective and affordable medicines and related health care services to
the people who need them. We have a leading portfolio of medicines that
prevent, treat and cure diseases across a broad range of therapeutic areas,
and an industry-leading pipeline of promising new products in areas such
as oncology, cardiovascular disease and diabetes.
To ensure that we deliver the value our patients and customers need and
our shareholders deserve, we are focused on continually improving the
way we do business; on operating with transparency in everything we do;
and on listening to the views of all of the people involved in health care
decisions. We know that we can best ensure that people everywhere have
access to innovative medicines and quality health care through working in
partnership with everyone from patients to health care providers, managed
care organizations to world governments and non-governmental
organizations.
Jeffrey Kindler, Chief Executive Officer and Chairman of the Board.
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3. Bayer
Bayer AG (German, pronounced [ˈbaɪə]) (ISIN: DE0005752000, TYO: 4863)
is a German chemical and pharmaceutical company founded in Barmen,
Germany in 1863. Today it is headquartered in Leverkusen, North Rhine-
Westphalia, and Germany. It is well-known for its original brand of aspirin.
Bayer is currently the third largest pharmaceutical company in the world.
• Type: Public (ISIN: DE0005752000, TYO: 4863)

• Founded 1863
• Headquarters Leverkusen, Germany
• Employees:106 000 (31 Dec 2006)
• Website: http://www.bayer.com/
• Industry: Pharmaceutical
• Revenue:▲ €32.385 bn (2007)
Werner Wenning has been Chairman of the Board of Management of Bayer AG

since April 26, 2002.
HEALTH CARE IN INDIA
India has a growing middle-class population with access to high quality

healthcare in some of the best private healthcare facilities in the world. At
current growth rates, population will reach around 1.2 billion by 2010, of whom
approximately 58 million will be aged 65 years and over.
Leading private healthcare providers are also striving to make India an

international health resort, with the concept of health tourism.
India’s healthcare industry is worth $23 billion today or roughly 4% of GDP.
The industry is expected to grow by around 13% per year for the next four
years. In India more than 50% of the total health expenditure comes from
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individuals as against a state level contribution of below 30%. The government

funds allocated to healthcare sector have always been low in relation to the
population of the country. In the private sector healthcare industry, healthcare
facilities are run for profit by companies. Healthcare facilities run by charitable
organizations also provide services totally free or at very low costs depending
on the income of the patient or patient’s family.
The Government of India plans to improve health infrastructure by upgrading

and increasing the total number of hospitals, clinics and clinical laboratories in
urban and rural areas. This is expected to drive growth in this sector.
India is still below the international market level with regard to the local
production of medical technology. According to estimates, 65 percent of the
Indian manufacturers can be classified as belonging to the SME sector and their
average annual sale volume is not above five million Rs. Forecasts assume an
increase of three to seven-fold by the year 2010. The local content should
significantly increase, however the overall demand on imports should also
undergo further large increases.
Pharmaceuticals: India accounts for less than two per cent of the world market
for pharmaceuticals, with an estimated market value of US$8.8 billion in 2005.
Most of pharmaceuticals available in India are already off patent, and generics
are likely to dominate the market for the foreseeable future.
The pharmaceutical sector is growing at an annual rate of 9%.
The biomedical devices: market in India is unofficially estimated at around

US$ 1.5 billion and about 80 per cent of this is met through imports. Cardiology
equipment constitutes about 20 percent of the total market, followed by imaging
systems - accounting for 15 per cent.
Telemedicine services: in India are also expected to grow, which in turn, are
creating a demand for diagnostic medical equipment such as X - ray machines,
CT Scanners, Doppler’s ultrasound scanners, electrocardiographs and the like.
Leading international companies such as General Electric, Siemens, Wipro-GE,
Phillips Medical Systems and Toshiba market most of the high value equipment
and have local support, while only consumables and disposable equipments are
made locally.
These companies have expanded their operations in the Indian market and
established manufacturing facilities to assemble equipment such as ultrasound
scanners and mobile X-ray units for the domestic market and export sales.
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(Source: Sydenham Institute of Management Studies, Research &

Entrepreneurship Education, Mumbai)
Biotechnology: India's biotechnology sector is several decades old, and has

been nurtured since its inception by the national government. However, it is an
industry still in its infancy.
Currently India is making a considerable investment in both academics and the
existing industry infrastructure to accelerate the sector's growth and
contributions.
Using a broad definition of ‘biotech' - which includes basic industries such as

food processing and highly sophisticated ones such as recombinant medical
therapies - the sector has about 800 companies. However, approximately 15 of
these are engaged in sophisticated biotech businesses. Biotechnology employs
about 10,000 people and generates roughly US$500m in revenue annually. That
figure is expected to surpass US$2bn by the end of the year 2001.
Investments: The opportunities presented by the healthcare sector have made it

a major draw for potential investors. The healthcare sector attracted US$ 379
million in 2006 - 6.3 per cent of the total private equity (PE) investment of US$
5.93 billion. The PE deals that the sector attracted in 2006 were as large as
inputs into the automotive sector.
Medical care services provider Apollo Hospitals group will invest about US$
235.69 million in the next 18 months to set up 15 hospitals in tier-II and tier-III
cities in India.
• The Indian government plans to invest US$ 177.22 million across the
golden quadrilateral (GQ) project, to develop nearly 140 trauma care
centers on the 6,500 km long north-south and east-west corridors.
• Competitor Fortis Healthcare Ltd will add 28 hospitals to its 12-hospital
chain by 2012.
• George Soros's fund Quantum and Blue Ridge bought 10 per cent in
Fortis Healthcare.
• Manipal Health Systems raised over US$ 20 million equity from IDFC
Private Equity Fund.
• Bangalore-based HealthCare Global Enterprises raised over US$ 10
million in equity from IDFC.
• Metropolis Health Services, a diagnostic chain, raised over US$ 8 million
in equity from ICICI Venture.
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• Investment firms Apax Partners, IFC and Trinity Capital have invested
over US$ 200 million in hospital firms.
Private healthcare
With private healthcare driving a large chunk of healthcare in India, the stage is
set for private healthcare players to take wing.
Global Hospitals in Hyderabad, which had a modest beginning as a 150-bed

facility dedicated to multi-organ transplantation in Hyderabad, is set to invest
close to US$ 178 million in a couple of years to set up hospitals in other
metropolitan cities.
Mumbai-based healthcare firm Wockhardt Hospitals is planning to set up 14

super-specialty hospitals across the country over the next two years, which
could entail an investment of up to US$ 152 million.
Apollo Hospitals, Asia's largest healthcare group, is planning to expand its

operations by setting up 50 hospitals across the country, including many in tier-
II cities. It will invest US$ 5-9 million in each of the facilities.
Health insurance
With less than 10 per cent of the population having some sort of health
insurance, the potential market for health insurance is huge. Indian health
insurance business is fast growing at 50 per cent and is expected to continue
growing at this pace. The sector is projected to grow to US$ 5.75 billion by
2010, according to a study by the New Delhi-based PHD Chamber of
Commerce and Industry.
According to the report by McKinsey on the Indian pharmaceutical healthcare,

one-fifth of India's population is likely to have a medical insurance by 2015,
leading to an estimated increase in consumer spending on healthcare from US$
2,054 per household in 2005 to US$ 3514 per household by 2015.
In some cases, the Government is partnering with the private sector to provide
coverage at a low cost. For instance, the Yashaswini Insurance scheme,
launched in 2002 in Karnataka by a public-private partnership, provides
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coverage for major surgical operations, including those pertaining to pre-

existing conditions, to Indian farmers who previously had no access to
insurance.
The Insurance Regulatory and Development Authority (IRDA) have eliminated

tariffs on general insurance as of January 1, 2007. This move is expected to
drive additional growth of private insurance products.
Medical equipment and IT
With the potential of the healthcare sector being what it is, ancillary industries
such as healthcare equipment and information technology in healthcare are also
witnessing a spurt.
The soaring growth projections have prompted foreign medical equipment

makers to float Indian subsidiaries -- 30 of them received import clearances in
2007 alone. Boston Scientific, Abbott, Becton Dickinson, Guidant, Medtronic,
B Braun, Johnson & Johnson, DePuy, Advanced Medical Optics and Stryker are
among the leading firms, whose Indian subsidiaries received approvals to
import medical devices during the year.
Investments into the medical and surgical instruments segment amount to US$
115.29 million over the period August 1991 to April 2007. A recent FICCI-
Ernst & Young study has predicted 15-20 per cent growth for the Indian
medical equipment market and estimated market size to be about US$ 5 billion
by 2012.
Hospitals have realized that information technology (IT) can be an effective tool
towards efficient systems. According to a report by Springboard Research, India
has the fastest growing healthcare IT market in Asia, with an expected growth
rate of 22 per cent, followed closely by China and Vietnam. In fact, the Indian
healthcare technology market is poised to be worth more than US$ 254 million
by 2012.
Medical Tourism
The attraction of high quality healthcare facilities at competitive costs has been
instrumental in a large number of foreign arrivals to access healthcare services
in India. Going by the current pace with which this segment has been growing,
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the CII-McKinsey study estimates that revenues from this segment could touch
US$ 2.2 billion by 2012 (from the current figure of US$ 333 million).
Indian hospitals are fast becoming the first choice for an increasing number of
foreign tourists. Over 150000 medical tourists travelled to India in 2002 alone,
bringing in earnings of US$ 300 million. India's growing reputation as a major
medical tourism destination is attracting more and more visitors from Gulf
countries with many travel agents now offering packages combining treatment
with a vacation.
Beyond cost advantage
However, the Indian healthcare story is not about cost advantage only. It has a
high success rate and a growing credibility.
Indian specialists have performed over 500,000 major surgeries and over a
million other surgical procedures including cardio-thoracic, neurological and
cancer surgeries, with success rates at par with international standards.
The success rate of cardiac bypass in India is 98.7 per cent against 97.5 per cent
in the U.S. India's success in 110 bone marrow transplants is 80 per cent. The
success rate in 6,000 renal transplants is 95 per cent. The Government has also
been proactive in encouraging prospects in this sector with a number of
initiatives:
A new category of visa "Medical Visa" ('M'-Visa) has been introduced which
can be given for a specific purpose to foreign tourists coming into India.
Guidelines have been formulated by Department of AYUSH prescribing

minimum requirements for Ayurveda and Panchkarma Centers. Consequently,
easy access to visa facilities coupled with the best emerging medical
infrastructure in large and tertiary towns will lead to an increase in foreign
exchange earnings through medical tourism. Annual earnings from medical
tourism is estimated to rise from the current US$ 815.32 million to US$ 1.87
billion by 2012.
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Ratings
In recognition of the quality of healthcare delivery services in India, a number

of Indian hospitals have received accreditation from international agencies
worldwide.
Five hospitals in India -- Indraprastha Apollo Hospital (New Delhi), Apollo

Hospital (Chennai), Apollo Hospital (Hyderabad), Wockhardt Hospital
(Mumbai) and Shroff Eye Hospital (Mumbai) -- have been accredited to the
leading healthcare accreditation agency in the United States, Joint Commission
International (JCI).
NHS of the UK has indicated that India is a favored destination for surgeries.
The British Standards Institute has now accredited the Delhi-based Escorts
Hospital. India’s independent credit rating agency CRISIL has assigned a grade
'A' rating to super specialty hospitals like Escorts and multi specialty hospitals
like Apollo.
Wockhardt Hospital has an exclusive association with Harvard Medical

International, the global arm of Harvard Medical School, the world's leading
medical institution. Max Healthcare, in collaboration with Singapore General
Hospital, is into clinical practice, research and training.
Geography
The territory of India constitutes a major portion of the Indian subcontinent,

situated on the Indian Plate, the northerly portion of the Indo-Australian Plate,
in southern Asia. India's northern and northeastern states are partially situated in
the Himalayan Mountain Range. The rest of northern, central and eastern India
consists of the fertile Indo-Gangetic plain. In the west, bordering southeast
Pakistan lays the Thar Desert. The southern Indian Peninsula is almost entirely
composed of the Deccan plateau, which is flanked by two hilly coastal ranges,
the Western Ghats and Eastern Ghats.
India is home to several major rivers, including the Ganga, Brahmaputra,

Yamuna, Godavari, Kaveri, Narmada, and Krishna. India has three archipelagos
- Lakshadweep off the southwest coast, the Andaman and Nicobar Islands
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volcanic island chain to the southeast, and the Sunderbans in the Gangetic delta
in West Bengal.
Climate in India varies from tropical in the south to more temperate in the
Himalayan north, with elevated regions in the north receiving sustained
snowfall in winters.
India's climate is strongly influenced by the Himalayas and the Thar Desert. The
Himalayas, along with the Hindu Kush Mountains in Pakistan, provide a barrier
to the cold winds from Central Asia. This keeps most of the Indian subcontinent
warmer than most locations in similar latitudes. The Thar Desert is responsible
for attracting the moisture laden southwest monsoon winds in that provide most
of India's rainfall between June to September.
List of Top 10 INDIAN Companies
Top 10 Indian Pharmacy Companies

(Rs crore) Gross Sales Net Profit
2003-04 2002-03 2003-04 2002-03
Ranbaxy Laboratories 3465.00 3038.70 794.48 623.58
Cipla 2060.01 1572.78 313.77 247.74
Dr. Reddy's Lab 1740.20 1598.31 283.20 392.09
Nicholas Piramal 1434.66 1136.13 188.01 118.11
Aurobindo Pharma 1341.07 1190.38 127.02 103.14
Lupin 1232.67 1008.49 95.09 73.09
Cadila Healthcare 1172.27 1028.20 142.83 76.60
Sun Pharma 934.74 858.74 280.42 231.41
Wockhardt 765.79 741.64 133.36 108.84
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Orchid Chem. &

713.41 541.41 31.03 19.54
Pharma
Total 14859.82 12714.78 2389.21 1994.14
1. RANBAXY
Corporate Profile
Ranbaxy Laboratories Limited, India's largest pharmaceutical company, is an

integrated, research based, international pharmaceutical company, producing a
wide range of quality, affordable generic medicines, trusted by healthcare
professionals and patients across geographies. The Company is ranked amongst
the top ten global generic companies and has a presence in 23 of the top 25
pharmacy markets of the world. The Company with a global footprint in 49
countries, world-class manufacturing facilities in 11 and a diverse product
portfolio, is rapidly moving towards global leadership, riding on its success in
the world’s emerging and developed markets.
Mr. Malvinder Mohan Singh, CEO & Managing Director.
2. CIPLA
Khwaja Abdul Hamied, the founder of Cipla, was born on October 31, 1898.
The fire of nationalism was kindled in him when he was 15 as he witnessed a
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wanton act of colonial highhandedness. The fire was to blaze within him right
through his life.
In college, he found Chemistry fascinating. He set sail for Europe in 1924 and
got admission in Berlin University as a research student of "The Technology of
Barium Compounds". He earned his doctorate three years later.
In October 1927, during the long voyage from Europe to India, he drew up great
plans for the future. He wrote: "No modern industry could have been possible
without the help of such centers of research work where men are engaged in
compelling nature to yield her secrets to the ruthless search of an investigating
chemist." His plan found many supporters but no financiers. However, Dr
Hamied was determined to being "a small wheel, no matter how small, than be a
cog in a big wheel."
Chairman & Managing Director: Dr. Y.K. Hamied
3. Dr.REDDY’S LABOURATORIES LIMITED

At Dr. Reddy's, our aim is to help people lead healthier lives through two
parallel objectives: making medicines affordable and accessible in all parts of
the world so that as many people as possible benefit from them; and
discovering, developing and commercializing innovative treatment options that
satisfy unmet medical needs.
Headquartered in India, we are a global pharmaceutical company with a

presence in more than 100 countries. We have wholly-owned subsidiaries in the
US, UK, Russia, Germany and Brazil; joint ventures in China, South Africa and
Australia; representative offices in 16 countries; and third-party distribution set
ups in 21 countries. Dr. Reddy’s is the first pharmaceutical company in Asia
outside of Japan to be listed on the NYSE.
Our strong portfolio of businesses, geographies and products gives us an edge in

an increasingly competitive global market and allows us to provide affordable
medication to people across the world, regardless of geographic and socio-
economic barriers.
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Vice Chairman and Chief Executive Officer
Growth in Indiana's Health Care Sector

Many of the state’s hot jobs are in the medical field, making health care and
social assistance one of Indiana’s fastest growing sectors. Between the third
quarters of 2001 and 2005, Indiana added nearly 26,700 jobs in health care and
social assistance. Tying with retail trade at 12 percent, it is the second-largest
sector in the state (manufacturing ranks first at 20 percent). This article will
utilize Covered Employment and Wages data to explore the health care and
social assistance field, which employs over 348,000 Hoosiers statewide.
Overview
Figure 1 shows the four subsectors comprising the health care and social
assistance sector. Though there are just 179 hospitals statewide, they employ
133,600 people. The ambulatory health care services subsector employs roughly
107,200 people in about 8,100 offices statewide (this includes physicians,
dentists and other health practitioners’ offices, as well as outpatient care centers,
medical/diagnostic laboratories, and home health care services). Almost 68,000
Hoosiers are employed within Indiana’s 1,082 nursing and residential care
facilities. In addition, roughly 39,400 people work in the state’s 2,235 social
assistance establishments (which include individual and family services; food,
housing and emergency services; vocational rehabilitation; and child daycare).
Figure 1: Subsector Employment as a Percent of Entire Sector, 2005:3
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Jobs
At the county level, tiny Ohio County has less than 100 jobs in health care and
social assistance, whereas Marion County has over 71,500. Since the size of the
sector generally tends to coincide with the size of the population, how many
people are there for each health care and social assistance job? Statewide, there
are 18 residents for each job in the sector (see Figure 2). In Vanderburgh and
Knox counties, that number drops to 11 residents. At the other end of the
spectrum, both Martin and Franklin counties have over 90 people per health
care and social assistance job (these are two of the 16 counties in the state
without a hospital). The median number of residents per sector job equals 27
(meaning half of the counties have a higher number and half fall below it).
Wages
Overall, average weekly wages for the health care and social services sector
equals $713. This exceeds the state average across all industries, which is $689
per week, and ranks about in the middle among all 20 NAICS sectors. Pike
County has the lowest average weekly wage ($379), while the average exceeds
$800 in both Marion County ($862) and Delaware County ($844).
Statewide, wages between the subsectors run the gamut; from social assistance
at $387 to ambulatory health care services at $912 per week (see Figure 3).
Figure 3: Health Care Sub-Sector Wages, 2005:3
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Recent Changes
Since the third quarter of 2001, Indiana added 26,688 health care and social
assistance jobs—a gain of 8.3 percent. This was the largest growth on a numeric
basis and the second largest from a percent basis (trailing the administrative,
support and waste management sector, whose growth exceeded 16 percent). Of
the state’s 92 counties, 73 experienced growth in the number of jobs in health
and social assistance (see Figure 4).
Focusing on percentages, the largest increases occurred in Newton, Owen and

Hamilton counties, and the largest declines were found in Jennings, Union and
Rush counties.
Table 1: Counties with Change in Health Care and Social Assistance Subsectors
NUMBER SECTOR AMBULATORY HOSPITALS NURSING AND SOCIAL
OF HEALTHCARE RESIDENTIAL ASSISTANCE
COUNTRIE SERVICE CARE
S FACILITIES
JOBS WAGES JOBS WAGES JOBS WAGES JOBS WAGES JOBS WAGES
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GROWTH 73 89 60 68 11 15 53 58 19 20
DECLINE 19 3 18 10 4 0 19 14 6 5
NON 0 0 14 14 61 61 20 20 67 67
DISCLOSA
BLE
*SOURCE: IBRC, using Bureau of Labor Statistics Data
REGULATORY ENVIRONMENT
There are two major government agencies responsible for drug regulation and
control:
1) Drugs Controller of India (DCI), and
2) State Food and Drug Administration’s (FDAs).
The DCI, under the Ministry of Health, has four main functions:
1) Controlling the quality of imported drugs,
2) Coordinating the activities of State FDAs,
3) Enforcing new drug legislation,
4) Granting approval to new drugs
State FDAs, on the other hand, monitor the drug manufacture, sale, and testing
by companies in their jurisdiction.
PATENT & LEGAL ASPECTS

Speaking about pharmacy industry and if patent won’t be discussed then one
can say that the topic is incomplete phase etc. Actually the products & the price
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of the products the two important elements of marketing mix is depended up to

a large extent on this two factors . Before 1970 there was a patent act which was
favoring the foreign companies as the law was made by the British people
which basically favored the inventors. Thus government of India tried to amend
it & thus came up with the act of 1970 where it favored only the process of the
work. Because of it the growth in Generics took place like anything. Later on
during 1995 the WTO decided to change it as it was not favoring outside
countries & India flourished like anything in the world market. Secondarily one
other important thing was that the
Indian manufactured generics were priced at about 5% of the global market.

Thus the countries which were in WTO decided to make intellectual property a
basic mandatory requirement for the country dealing in pharmaceuticals,
because of which India in 1995 signed the trips act which favored the product
patent regime.
Thus there was a general fear which was because of the stringent rules related
with the intellectual property. Thus above all the basic of the patent act enforced
the rise of products that are entering into the Indian market post 2005.
PRICE REGULATORY BODIES

The price regulatory bodies of Indian pharma industry are generally been
supervised fewer than two regulatory bodies which are NPPA & DPCO. Their
roles are basically summarized as:
Price controls are implemented under a Drug Price Control Orders (DPCO)
Drugs falling under DPCO are generally either of the following:
1) Those that have a minimum annual turnover of Rs 4 crore (US$1 million)
2) Those of popular use in which there is a monopoly situation (a monopoly in

India exists if for any bulk drug, with an annual turnover of US$250,000 or
more, there is a single formulator with a market share of 90% or more).
NPPA- the government set up the National Pharmaceutical Pricing Authority

(NPPA) in August 1997 to update the list of bulk drugs covered under DPCO
1995 by inclusion or exclusion on the basis of established criteria and
guidelines. The NPPA was also authorized to fix and revise prices of controlled
bulk drugs and monitor the prices of decontrolled drugs and formulations and
oversee the implementation of DPCO 1995.
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CONCLUSION
The growing number of joint ventures formed between foreign and Indian
pharmaceutical manufacturers already reflect high hopes that these reforms (or
at least effective patent legislation) will be carried out in the next few years.
Foreign drug manufacturers can also benefit from the industry's efficient
process development and modern manufacturing equipment; labor, equipment,
and capital cost advantages to manufacturing in India, and a highly skilled labor
force with excellent chemical synthesis capabilities.
However, there are still major structural obstacles to success in India's

pharmaceutical market -- transportation and distribution bottlenecks, corrupt
inspectors, and an entrenched bureaucracy.
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ORGANIZATION
PROFILE
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2. ORGANIZATION PROFILE
DRL:
COMPANY PROFILE
Since its inception in 1984, DR.REDDY’S has chosen to walk the path of
discovery and innovation in health sciences. It has been a quest to sustain and
improve the quality, and they had nearly two decades of creating safe
pharmaceutical solutions with the ultimate purpose of making the world a
healthier place.
There research center uses cutting –edge technology and has discovered break
through pharmaceutical solution in select therapeutic areas. We are the first
Indian company to out – license an NCE molecule for clinical trials to
strengthen our research arm; we have set up a subsidiary, Reddy Therapeutics
Inc, in Atlanta, USA.
Year of Establishment February 1984
Founder Dr. Anji Reddy, Entrepreneur Scientist
1980-84 Standard Organics Limited
1976-80 Uniloids Limited
1969-75 Indian Drugs and Pharmaceuticals Limited
Dr.Reddy’s under Dr. Anji Reddy
1. Pioneer and Trendsetter in Indian Pharmaceutical industry
2. Turned around Indian Bulk Drug industry
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Indian Bulk Drug industry
• Mid-80s Import-dependent
• Mid-90s Self-reliant
• 2000 onwards Export-oriented industry
3. Transformed industry sobriquet from ‘Immitators’ to ‘Innovators’
4.1st Indian Pharma Company to take up Drug Discovery research
Corporate Overview
We are:
An Integrated Global Pharmaceutical Company
Our Purpose:
“To help people lead healthier lives”
Our Vision:
“To become a discovery led global pharmaceutical company”
Dual Impact Approach
• Improve accessibility through generic pharmaceuticals
• Satisfy unmet medical needs through new and improved pharmaceuticals
Global Presence
• Focus on US, Germany, India and Russia
• Wholly-owned subsidiaries in the USA, UK, Russia, Brazil, New

Zealand, Turkey and Mexico
• Joint Ventures in China, South Africa and Australia
• Representative Offices in 16 countries
• 3rd party Distribution setups in 23 countries

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Our Businesses: APIs
• Consistent Track Record : Profitable growth in last four years
• Products Commercialized in Regulated Market: More than 25
• Products Commercialized in Near-Regulated Markets: More than 100
• Strong Relationships: Top tier global and regional generic players in key
markets
• Add Strategic Value: To the company’s finished dosage businesses

globally
• Core Platform : Provides high degree of vertical integration & cost

advantage.
Regulatory Strengths
• Ranked No. 3 in US DMF filings Globally
• Ranked No. 1 in US DMF filings from India
• Dr. Reddy’s has
127 Active US DMFs
49 Canadian DMFs
64 EDMFs
22 CEPs.
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Values
1. Excellence: we strive for excellence in everything we think, say and

do.
2. Quality: we are dedicated to achieving the highest levels of quality in

everything we do to delight customers, internal & external, every time.
3. Respect for individuals: we up hold the self esteem and dignity of

each other by creating an open culture conductive for expression of views
and ideas irrespective of hierarchy.
4. Innovation and continuous learning: we create an environment of

innovation and learning that fosters, in each of us. A desire to excel and
willingness to experiment.
5. Collaboration and Team work: we seek opportunities to build

relationships and leverage knowledge, expertise and resources to create
greater value across functions, businesses and location.
6. Harmony and Social responsibility: we take utmost care to protect

our natural environment and serve the communities in which we live and
work.
Financial Data(* Source: www.drreddys.com)
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DRFHE (Dr.REDDY’S FOUNDATION FOR HEALTH

EDUCATION) (Better health through better understanding)
The values & philosophy of Dr reddy’s laboratory and the problems persisting
in the society gave rise to another functional body DRFHE (Dr reddy’s
foundation for health education).
Dr Reddy's Foundation for Health Education (DRFHE) was initiated in 2002

with the aim of providing long term value added benefits to our customers in
terms of meeting unfulfilled needs in the area of health education. Our Branded
Finished Dosages launched this initiative and was instrumental in conducting
activities related to health education for doctors' assistants, nurses, potential
post graduates etc. Recognizing that our forte was developing innovative
healthcare solutions, we forayed into the field of Health education with a vision
to become a globally admired provider for Healthcare Education.
DRFHE extends its social responsibility to the patient community, doctors, nurs
es and society at large, understanding that they are important stake holding
groups. It is intended to gradually assume the role of an innovative
differentiator, by constantly striving to play a meaningful role in Healthcare
management to help the organization build equity amongst its stakeholders.
It is the mother institute offering the customized training to different

professionals in health care –Nurses, dieticians , Nutritionist ,Physiotherapists,
dentists pharmacy graduates, biosciences graduates, doctors etc.Who would act
a specialized patient educators within their scope of clinical practices .On an
individual level, the effort is primarily to develop a qualified, confident, skillful
and dedicated professionals i.e. THE INDIAN PATIENT EDUCATORS.
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VISION
To be a globally admired provider of innovative healthcare vistas to establish a

symbiotic relation among patients and medical professionals for a healthier life.
MISSION
1. Create a customized curriculum design to develop the professionals who will

work with the medical fraternity and the people to make their life healthier.
2. Channelize the expertise of specialist from the various disciplines towards

developing knowledge and skills among the students, along with appropriate
value and attitudinal orientation among, so that they establish themselves as
professionals.
3. Carve out a space for patient education in the health care service sector, in
order to enable them to complement the medical fraternity and add value to
health.
4. Develop patient educators with a primary objective of acquiring better

understanding of disease, prognosis and preventive healthcare in order to
improve the quality of life of people.
5. Equip patient educators to play a vital role in a enabling medical practitioners

devote quality time in diagnosis and treatment.
6. Prepare patient educators to act as a complimenting resource towards

reducing socio – economic burden with the indent and zeal to serve society.
WHOLE TIME DIRECTORS
Dr. Anji Reddy, Chairman
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G V Prasad, Vice Chairman & Chief Executive Officer
Satish Reddy, Managing Director & Chief Operating Officer
Board of study
In 2004 DRFHE constituted its board of study.
The primary function of this board is to develop guidelines for quality

curriculum development and implementation.
The board of members of DRFHE
1. Dr.k.Niranjan reddy
Consultant clinical psychology-Sweekar, EMS polyclinic, Former

professor of clinical psychology -institute of mental health.
2. Dr. Hari Prasad-Vice president (medical) Director-emergency services,

Apollo hospital.
3. Dr. Krishna reddy-CEO, care hospital, Consultant cardiologist, care

hospital.
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4. Dr Vijay Kumar – CEO Yosoda hospital, Director –Division of

pulmonary Medicine and Director-mediciti school of respiratory therapy.
5. Professor V.Mohan- President& director –madras diabetic research

foundation and chairman-Dr Mohan’s diabetes specialties center,
Chennai.
6. Dr Sitaram Raju-Executive director Apollo samudra hospital, Kakinada

Secretary-Krishna institute of medical technology.
7. Dr. Raghurami reddy –Consultant psychiatrist, Formal principal-osmania

medical college.
8. Dr Nagabandhushanam-Consultant physician, Professor and HOD of

Medicine – Owasis medical college.
9. Dr. A.p ranga rao- Health Consultant
10.Dr Manmohan Singh- Consultant psychology Osmania university
11. Dr.JhansiLakshmi- Consultant Clinical psychologist-Ems policlinic,

Former professor of clinical psychology.
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LITERATURE SURVEY
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3. LITERATURE SURVEY
Selling concept
Definition
Management philosophy that if customers are left to themselves, they will not
make the effort to buy the firm's products. Therefore, it dictates, the firm must
be aggressive in pushing its sales.
Selling concept is in the Decision Making, Problem Solving, & Strategy and
Entrepreneurship, Management, & Leadership subjects
Many organizations follow the selling concept, which holds that consumers will
not buy enough of the organization’s products unless it undertakes a large scale
selling and promotion effort. The concept is typically practiced with unsought
goods, those that buyers do not normally think of buying such as encyclopedias
or insurance. These industries must excel at tracking down prospects and selling
them on product benefits.
Most firms practice the selling concept when they have overcapacity. Their aim
is to sell what they make rather than make what the market wants. Such
marketing carriers’ high risks. It focuses on creating sales transactions rather
than on building long-term, profitable relationships with customers. It assumes
that customers who are coaxed into buying the product will like it. Or if they
don’t like it, they will possibly forget disappointment and buy it again later.
These are usually poor assumptions to make about buyers. Most studies show
that dissatisfied customers do not buy again. Worse yet, while the average
satisfied customer tells three others about good experiences, the average
dissatisfied customer tells ten others about his or her bad experience.
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Price of ignorance:
Healthcare providers are now expected to provide a high level of care and
expertise in every aspect of health.
Ignorance and lack of good health measure are invariably the beginning of a
regretful end .There is widespread unawareness and lack of knowledge of
healthy living and disease management cross all sections of population. Life
style changes that cant only control disease, but also prevent life-threatening
complications are unfortunately not being followed.
Patients ignorance for medications in any disease state leads to non –

compliance and further health loss. This ignorance comes at a huge price in the
form of exorbitant health care costs (hospitalization, consultation and
medications) that are economically crippling to the individual as well as to the
society.
Present lifestyle the disease way paver

A number of factors—including population aging and a decline in the number
of deaths from infectious diseases—have led to a growing burden of chronic
disease in less developed countries. Urbanization (because of increased
migration to cities); industrialization (as more in-country manufacturing leads to
decreased work in agriculture); and globalization (through more interdependent
worldwide trade relationships, especially regarding food supplies) have
contributed to this transition.
However, three of the most important risk factors for chronic disease—
unhealthy diet, physical inactivity, and tobacco use—are related to lifestyle
choices. The prevalence of these risk factors is increasing globally as diets shift
to foods high in fats and sugars, while work and living situations become more
sedentary. Increased marketing and sales of tobacco products in low- and
middle-income countries have also meant greater exposure to the risk of
tobacco in developing countries.
The present lavish and busy scheduled life prevents the human physical
exercising alternatively it leads to obesity. Obesity contributes to a number of
chronic diseases: hypertension, heart disease and stroke, osteoarthritis, high
cholesterol, and sleep apnea and respiratory problems.
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It is also the most influential risk factor for adult-onset (or Type 2) diabetes,
which affects an estimated 177 million people globally—two-thirds of whom
live in the developing world.
Unfortunately, obesity rates are climbing in developing countries: More than 1
billion people worldwide are overweight, as well as more than 30 percent of the
populations in Latin America, the Caribbean, the Middle East, and northern
Africa. Of the 22 million children under age 5 globally who are overweight, 77
percent live in developing countries. Populations living on Pacific and Indian
Ocean islands now have the highest obesity prevalence in the world—with
some, such as urban Samoa, as high as 75 percent. And in China, the proportion
of calories from fat in the average individual diet has doubled over a 20-year
period, with levels now resembling a high-fat American diet.
Likewise, smoking is a risk factor for a number of chronic diseases, including
CVD, cancer, and chronic respiratory conditions. The pattern of global deaths
from smoking is shifting dramatically, with about as many people now dying
annually (about 2 million) from smoking in the developing world as in
industrialized nations. Currently, 1.3 billion people worldwide smoke, 84
percent of them in developing and transitional economy countries. China alone
has 350 million smokers, and 57 percent of all Chinese men smoke.
"In most regions, current trends in cigarette smoking, obesity, physical activity,
and diet will predictably lead to further increases in the health and economic
burden of chronic disease for decades into the future," says Walter Willett,
professor of epidemiology and nutrition at the Harvard School of Public Health.
CVDs are the number one cause of death globally: more people die annually
from CVDs than from any other cause. An estimated 17.5 million people died
from CVDs in 2005, representing 30% of all global deaths. Of these deaths, an
estimated 7.6 million were due to coronary heart disease and 5.7 million were
due to stroke.
Over 80% of CVD deaths take place in low- and middle-income countries and
occur almost equally in men and women; by 2015, almost 20 million people
will die from CVDs, mainly from heart disease and stroke. These are projected
to remain the single leading causes of death.
Cardiovascular disease (CVD) death rates are declining, but CVD is still the No.
1 cause of death U.S, and risk factor control remains a challenge for many,
according to the most recent data from the American Heart Association's Heart
Disease and Stroke Statistics – 2008 “Science Daily (Dec. 21, 2007)”
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The World Health Organization (WHO) estimates that more than 180 million
people worldwide have diabetes. This number is likely to more than double by
2030.
In 2005, an estimated 1.1 million people died from diabetes. Almost 80% of
diabetes deaths occur in low and middle-income countries. Almost half of
diabetes deaths occur in people under the age of 70 years; 55% of diabetes
deaths are in women.
WHO projects that diabetes death will increase by more than 50% in the next
10 years without urgent action. Most notably, diabetes deaths are projected to
increase by over 80% in upper-middle income countries between 2006 and
2015.
The need and the satisfaction

Patients
The diseases prevailing in the society need more lifestyle modification along
with the medication. However, the high demanding patients are willing to
switch from one doctor to another very frequently. This creates a gap in the
treatment from one doctor to another. Moreover, patients want more attention
towards them from the doctors so that they can share fear, doubts
Doctors
Doctors want to give the best treatment to their patients by giving the complete
knowledge , individual attention personal counseling life style modification
about the disease, medication leading to the total care and whereas time factor
plays the role of hindering element. And no doctor can stick to one or a limited
number of patients. Here exist huge gap between expectation and doctors
services.
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To remove the gap between the doctors and the patients a bridge is required
which/who can take the right step o minimize the health cost of death ad
hospitalization. A professional and adequately qualified well trained person be
the best option to solve this problem. Who can educate by counseling,
explaining the procedures, explaining why the dieses is prevailing, why the
prescribed medicine is important. What how he lifestyle modification can be
done and what is its benefit.
These patient educators can create emotional bond for the doctor in the patient
by assuring them by the information they want.
A new frontier
In most of the developed country of west this situation is taken care of by a
specialist, known as “PATIENT EDUCATORS”. Today, professional patient
educators enjoy an enviable position in terms of career prospects and social
standing. They are much sought-after in medical care settings, public health
agencies, and voluntary none –profit organizations /schools/college
/universities/business/industry and more.
Fulfillment
The above needs and several more , have let to the inception of the DR.
REDDY’S FOUNDATION FOR HEALTH EDUCATORS (DRFHE) , the
foundation intense to create qualified health professionals who would
complement and add value to the existing health care system , and work with
the medical fraternity to offer and integrated multi-disciplinary approach to
good health .
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DR REDDY’S FOUNDATION FOR HEALTH EDUCATION is the mother

institute offering customized training to different professionals in healthcare -
nurses , dieticians , nutritionists , physiotherapies , dentists , pharmacy
graduates , bioscience graduates , doctors , etc . Who would act as specialized
patient educators within their scope of clinical practice. On an individual level,
the effort is primarily to develop a qualified, confident, skillful and dedicated
professional (i.e.) THE INDIAN PATIENT EDUCATOR.
Fill the gap and the need

The educational body of DRL -Dr reddy’s foundation for health education
(DRFHE) is dedicated towards creating the qualified health professionals who
can add more values to the existing health care system, and work with the
medical fraternity to offer and integrated multidisciplinary approach to good
health.
PGCHM (Post graduate certificate in health care management)

PGCHM is the one year educational program started in 2001, offered by
DRFHE for the training of patient educators, targeted mainly to words dieticians
(working professionals and students), graduate in nutrition, pharmacy, dentistry
physiotherapist, hospital administration and bio sciences.
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Roles of the patient educators

After going through the PGCHM course the patient educator will be skilled with
the under given technical and non technical skills
1. Physicians Assistance- He would be equipped with technical skills of BP

measurement, Height-weight measurement, case history recording, Interpreting
and diagnosis etc.
2. Patient counselor –His work is to listen patient and their families,

understand and counsel them appropriately.
3. Health Educator-He would be trained to explain their medical conditions,

associated concerns, therapeutic regimen and importance of compliance as per
the instructions of the doctor and suggest lifestyle modifications.
4.Physician’s Associate- He would be capable of helping doctors in preparing

presentations ,collect information for CMEs, organize health education
campaigns ,organize outreach program, etc.
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NEED FOR STUDY
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4. NEED FOR STUDY
Market recognition
The PGCHM program of DRFHE is the most admired and recognized by both
students enrolling and potential employers. All the earlier batches have been
successfully placed in different prestigious organizations around Hyderabad, in
fact the current batch has more employment offers than the students before and
the recognition of health organizations and doctors for the course is increasing
day by day.
Selection of topic
During the project duration of 2 months I was given the responsibility of
promotion of the PGCHM program and getting interested students for it.
The was divided into four phases
• Finding the eligible students
• Creating awareness for the course
• Clarifying the curies
• Getting them enrolled for the course
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RESEARCH
METHODOLOGY
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5. RESEARCH METHODOLOGY
Market Research
The market research process is carried out according to the signaled series of
steps which are required to be taken in a chronological order. The major market
research steps are diagrammatically shown below.
Problem statement
Research design
Field work
Data analysis and inter pitation
Report presentation
Research design
Research design is the plan, structure, and strategy of investigation conceived so
as to obtain answers to research question and to control variance.
I t consists of three important terms PLAN, STRUCTURE and STRATEGY.
A plan is an outline of the research scheme on which the researcher is to work.

The structure of the research is a more specific out line or the scheme and the
strategy shows how the research will be carried out, specifying the methods to
be used in the collection and analysis of data.
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\Types of research design

At the outset may be noted that there are several ways of studying and
talking a problem. There is no single perfect design. However a
frequently used classification system is to group research designs under
three broad categories.
• Exploratory
• Descriptive
• casual
Exploratory research-It focuses on the discovery of ideas .It may be to get

read off the problem of stiff competition, situation of decreasing sales.
Descriptive studies-It is undertaken when interest is on knowing the

characteristics of certain groups such as age, sex, educational level,
occupational level or income.
This study is divided in to two broad categories
• Cross-sectional.
• Longitudinal.
Cross-sectional study-It is concerned with a sample of element from a given

population. It deals with households, dealers, retail store, or other entities. Data
on a number of characteristics from the sample Elements are collected and
analyzed.
Cross-sectional studies are of two types Field studies and Survey.
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Field studies
Field studies are ex-post-facto scientific inquiries that aim at finding the
relations and inter relations among variables in real settings .Such studies are
done in life situations like communities, Schools, factories, organizations, and
institutions.
Survey
The project research was done in four phases
1. Study of the former student’s satisfaction level.
2. Study of the present market for the promotion of the course.
3. Strategy formation for Promotion of the course.
4. Getting the students enrolled
Study of the satisfaction level of former students
This study was done to get the response of the former students towards the
effectiveness of the teaching style of the organization, recognition of the
health care organizations for their placement, their satisfaction in their job
.so that new strategy for promotion can be set further.
Getting the response through-:
4.1. Personal interview
4.2.By Questionnaire
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Personal interview
In personal interview, the investigator questions the respondents in face to face

meeting. Personal interviews can be conducted on a door to door basis or in
public places, such as shopping center .The usual approach for
1) Data and Data collection process

There are two types of data
• primary data
• secondary data
Primary data:
The data collected by the researcher for his research in fist and are called
primary data.
Secondary data:
Secondary data include those data which are collected for some earlier research
work and are applicable or usable in the study researcher presently undertaken.
There are two types of secondary data.
• Internal secondary data – these data is procured or complied by the

firm in its normal operations within its premises.
• External secondary data-These data are generated and collected
myriads of events and sources outside the firm’s premises.
For the project research both the primary data and secondary are used.
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OBJECTIVES OF STUDY
AND
SCOPE OF OBJECTIVES
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6. OBJECTIVES OF STUDY & SCOPE OF

OBJECTIVES
1. Giving awareness to the students (Bio Science Graduates) towards

PGCHM Program, process of enrollment, academic details etc.
Mode of Approach to Students:
a) Getting the contacts of students from coaching centers and from

Educational Institutes and from distance education centers etc.
b) Directly approaching students.
c) Approaching students through Friends.
d) Getting in touch with educational consultancies.
e) Getting in touch with student brokers.
Marketing tools to the students:
a) Distribution of Pamphlets to the students.
b) Putting Posters in coaching centers, Educational Institutes and

distance education centers.
c) Telephonic calls to all interested candidates and sending e-Mails about

PGCHM program etc.
d) Face to face Interaction with candidates and explaining them about

PGCHM and the benefits.
2. Targeting the number of students area wise.

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Targeted areas:
1) Andhra Pradesh.
a) Hyderabad.
b) Guntur.
c) Visakhapatnam.
d) Prakasam district (Chilakaluri pet, Narsarao pet).
e) Vijayawada.
f) Srikakulam.
2) Bangalore.
3) Orissa-Bhubaneswar.
Targeted date: 20th-June-2008.
3. Maintaining good communication with existing contacts and trying for

new contacts.
a) Making calls on regular basis.
b) Clarifying their doubts.
4. Maintaining Database of contacts and students in appropriate and updated

manner.
5. Improving interest among students to go for PGCHM program.
a) Explaining the importance of Patient educator.
b) Explaining the opportunities of patient educator in the field of Health

care.
c) Explaining the opportunities of Patient educators in India in the

coming years.
6. Updating my roles and responsibilities taking suggestions and guidance

from superiors and fellow employees.
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7. Maintaining of team oriented work towards fulfillment of work.
8. Reporting of work to superior every day.
a) Using Ex-cell sheet report.
PERSONAL EXPERIENCE
I worked at “DR.REDDY’S FOUNDATION FOR HEALTH EDUCATORS”

as a project trainee for two months and, I was paid stiffen Rs.1500/- for this
period. To enter “DR.REDDY’S FOUNDATION FOR HEALTH
EDUCATORS ‘as a project trainee, I have phased interview, when got selected,
I was assigned worth a designation as “Project Trainee.”
We project trainees before sending on field work was explained about

“DR.REDDY’S FOUNDATION FOR HEALTH EDUCATION.”
1. When it was incepted.
2. What are its aims, objectives and goals?
3. People at “DR.REDDY’S FOUNDATION FOR HEALTH EDUCATION”

Trained us how to communicate, how to give seminar.
4. They co-operated with us to complete our project successfully.
We project trainees went to different colleges that are useful for “DR.REDDY’S
FOUNDATION FOR HEALTH EDUCATORS” to produce a quality patient
educators. The colleges we visited are pharmacy, B.Sc (live sciences –
biotechnology, microbiology, nutrition, and genetics).
62

8
QUESTIONAIRE
63

8
7. QUESTIONAIRE
Data for Identification
Name:
Designation:
Address:
Mobile no:
E-mail:
Data of Study:
1. Do you know about DR.REDDY’S launch of a social initiative to

improve healthy education in the country?(DRFHE)
Yes No
2. If ‘yes’ how?
a. News papers b. Advertisement c. Project Trainees d. General

Public.
3. Can the course promoted by “DRFHE”, is adaptable by all students?
Yes No
4. If No, what is the suitability of the candidates for the course?
a. Life sciences b. Other Stream of education.
64

8
5. How would you rate the PGDHM program of DRFHE under the
following category?
Academic Orientation Excellent Good Fair

Poor
Practical orientation Excellent Good Fair

Poor
Case Based Orientation Excellent Good Fair

Poor
6. What do you think are the highlights of the PGDHM program?

a)
b)
c)
d)
7. Do you think PGDHM has helped you towards achieving student’s career
objective?
Yes No
Elaborate:
_______________________________________________________
8. Depending upon message to students, through ads, news papers, project

trainees, the number of students willing to enroll?
65

8
9. Number of students selected from test, for purposing the course?
10.Number of students selected for the course through interviews and G.D?
11.Rate the Facilities of students
a. Curriculum
b. Teaching methodology
c. Material
d. Faculty
e. Work shops
f. Library
g. Guidance and support
h. Placement
12. “DR. REDDY’S FOUNDATION FOR HEALTH EDUCATION” is

providing a quality education?
Yes No
13.Would you like to suggest any further improvements at DRFHE?
14.Would you like to join the Alumni club of DRFHE?
66

8
SAMPLING DETAILS
67

8
8. SAMPLING DETAILS
TABLE1
Depending upon number of colleges for life science students, the number of
students willing to enroll for the course:
options Number of students Percentage of students

Nutrition 20 33
Physiotherapists 4 6
Dentists 7 11
Pharmacy 15 25
Graduates 5 8
Bioscience Graduates 10 16
Total 62 100
TABLE2: Number of students gone for Test:

Nutrition 10 21
Dentists 4 8
Pharmacy 11 23
Graduates 7 15
Total 46 96
68

8
TABLE3
Number of students selected for program:

Nutrition 15 37
Dentists 8 20
Pharmacy 5 12
Graduates 3 7
Total 40 98
*source: www.drreddys.com
69

8
FINDINGS
70

8
9. FINDINGS
• DR.REDDY’S launch of DR.REDDY’S FOUNDATION FOR
HEALTHCARE EDUCATION is aware to the students through ‘News
Papers, Advertisements, Project Trainee’s and General Public.’
• DR. REDDY’S FOUNDATION FOR HEALTH CARE EDUCATION

has been started with an aim to improve existing healthcare system.
• The course Post Graduate Diploma In Healthcare Management promoted

by DR. REEDY’S FOUNDATION FOR HEALTHCARE EDUCATION
is mainly targeted or suitable to the student with “Life Science”
background.
• The project trainee’s and the employee give a brief explanation to the
students of what PGCHM.
• Depending upon the affordability, perception of the students for their

career opportunities, they enroll themselves for the course.
• 33%of the nutrition’s, 6% of physiotherapists, 11%of the dentists, 25% of

pharmacy, 8% of graduates, 16% of biosciences graduate.
• The total no of students enrolled for the PGCHM are 62.
• No of students who have gone for test are 46
• The students after their phase to interviews and group discussions have
come to a number of 40.
• The students are very much convenient in their timings and the course
provided.
• The students are selected on the basis of their performance in

examination and G.D
• It impresses the productivity of the organization.
71

8
SUGGESTIONS
72

8
10. SUGGESTIONS
Developing suitable techniques to attract the desirable candidates for course like
as follows:
1. There should be improvement in advertisement campaigns and channels.
2. There should be updated records regarding colleges & educational

institutes.
3. There should be updated syllabus to be included in the PGCHM course.
4. There should be improvement in the approaches of students.
73

8
APPENDICES
74

8
11. APPENDICES
1. Daily Report
Date Place Activity
got the explanation fromRonnymukherjee sir -
5-May office pgchm
anlysed and practicedmarketingactivitiesof
6-May office pgchm
anlysed and practicedmarketingactivitiesof
7-May office pgchm
got contactsof instituesandeducational
8-May went for Mehdipatnam acadamies
got contactsof instituesandeducational
2. Colleges9in
-Ma y went for kukatpally
India acadamies
Sapthagiri 14/5, Chikkasandra, Hesaraghatta 080-28372801,

College of MainRoad, (1.5kmfromPeenya 28372802,
Engineering DasarahalliCircle), Bangalore - 28372803
560090, Karnataka,Telephone: 080-
28372801, 28372802, 28372803,
Fax: 080-28372797
SJRCollege for 1/D, 59th'C' Cross, 4th'M'Block, 080-23359474
Women Rajaji Nagar, Bangalore -560010,
Karnataka,Telephone: 080-23359474
Surana College 16, Sri NittooruSrinivasa RaoRoad, 91-80-26346141, suranacollege

SouthEndCircle, Basavangudi, 26642292 _pgcentre@re
Bangalore -560004, diffmail.com
Karnataka,Telephone: +91-80-
26346141, 26642292, Fax:+91-80-
26541095
T. JohnCollege #88/1, Gottegere, Bannerghatta Road, 91- 80- info@tjohncoll
Bangalore -560083, 28429624, 25 ege.com
Karnataka,Telephone: 91- 80-
28429624, 25, Fax:91- 80–
25590952
The Oxford C.A. Site No.40, Ist Phase, J.P. 91-80-25737285, info@theoxfor
Educational Nagar, Bangalore -560078, 6, 7, 8 d.edu
Institutions Karnataka,Telephone: +91-80-
25737285, 6, 7, 8, Fax:+91-80-
25730551
Visveswarapura K. R. Road, V. V. Puram, Bangalore -
College of 560004, Karnataka
Science
The Bapatla KarlapalemRoad, Dist. Guntur, 08643-224244 directorcc@b
College ofArts Bapatla -522101, Andhra ecbapatla.ac.i
andScience Pradesh,Telephone: 08643-224244, 75n
Fax: 08643-224246
8
3. Contact details of consultancies and educational institutions.
InstituteName Address ContactNo Feedback

BM Educational Academy-vinay,Praveen 2nd
kum
floor
ar ,Safaa9
rca
88de,Mehdi
5719017(vina
patna
y),0
""need
m 40-6to
558 c5
a0
ll9on
3 11
Tangent educational academy-Mohd.MukraMehdimpatnam 9848336786 ""needto call on 09
Institute of MathsandScience-Madan m " ohan 9391324737 ""call on 09-05(1-3p
Instite of commerce-venkaiah " 9440017759 call on 09-05
commerce academy " 9989833809,040-2
c3
a5ll1on
029039,9
-0
85
6654307
Fame Institute of maths-srikanth reddykukat pally 9885855834 ""call on 9-05(eveni
sree maaacademy-krishnareddy " 040-66484822 ""call after one wee
vedatechnologies-madhu velagapudi " 9346464738 ""call on 12-05
4. Contact details of persons to whom I got student references.
5. Details of couriered details of posters and Pamphlets.
6. Printed documents of all reports.
76

8
BIBLIOGRAPHY
77

8
12. BIBLIOGRAPHY
BOOKS AUTHOR
1. PRINCIPLES OF MARKETING - PHILIP KOTLER
2. 22 IMMUTABLE LAWS OF MARKETING JACK TROUT & AL RISE
3. Marketing Research G C Beri
MAGAZINES
1. 4 P’S BUSINESS & MARKETING JANUARY 4TH EDITION
2. BUSINESS TODAY MAY EDITION
PORTALS
1. www.wikipedia.com
2. www.expressfarma.com
3. www.google.com
4. www.about.com
5. www.ssrn.com
6. www.drreddys.com
7. www.fortune.com
78

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PROMOTION OF PGCHM 200

DR.REDDY’S FOUNDATION FOR HEALTH EDUCATION

A Project Report submitted to

ICBM SCHOOL OF BUSINESS EXCELLENCE

In partial fulfillment of the requirements for the award of

POST GRADUATE DIPLOMA IN MANAGEMENT

R.NO: PGDM 007-030

ICBM SCHOOL OF BUSINESS EXCELLENCE

Upper Pally ‘x’ Roads, Rajendra Nagar, Hyderabad-34.

ICBM – SCHOOL OF BUSINESS EXCELLENCE

DR.REDDY’S FOUNDATION FOR HEALTH EDUCATION

Submitted to in partial fulfillment of the requirements for the

POST GRADUATE DIPLOMA IN MANAGEMENT

ICBM SCHOOL OF BUSINESS EXCELLENCE

Under my supervision guidance and that no part of this report

Attested: Certified By:

Professor Jitendar Govindani

ICBM – SCHOOL OF BUSINESS EXCELLENCE

I Sivanarayana Ankipalli, Hereby declare that project titled

DR.REDDY’S FOUNDATION FOR HEALTH EDUCATION

Submitted to in partial fulfillment of the requirements for the

POST GRADUATE DIPLOMA IN MANAGEMENT

To ICBM SCHOOL OF BUSINESS EXCELLENCE, It is my

ICBM – SCHOOL OF BUSINESS EXCELLENCE

Student name and

ICBM – SCHOOL OF BUSINESS EXCELLENCE

ICBM – SCHOOL OF BUSINESS EXCELLENCE

I express my deep sense of gratitude to Mr. Jitender Govindani,

I am also grateful to other members of the faculty, department of

I express my profound gratitude to my parents for their co operation

ICBM – SCHOOL OF BUSINESS EXCELLENCE

ICBM – SCHOOL OF BUSINESS EXCELLENCE

S.NO NAME OF THE CONTENT PAGENO

ICBM – SCHOOL OF BUSINESS EXCELLENCE

ICBM – SCHOOL OF BUSINESS EXCELLENCE

In most developed countries and many developing countries health care is

The health care industry is considered an industry or profession which includes

ICBM – SCHOOL OF BUSINESS EXCELLENCE

Consuming over 10 percent of gross domestic product of most developed

Key healthcare organization objectives include:

• Better quality of care

ICBM – SCHOOL OF BUSINESS EXCELLENCE

Healthcare Organizations Transform Themselves

Healthcare professionals are increasingly looking to networking solutions to

ICBM – SCHOOL OF BUSINESS EXCELLENCE

Revenues Profits Profits as % of..

ICBM – SCHOOL OF BUSINESS EXCELLENCE

Glaxo Welcome (4.7%) , SmithKline Beecham (4.3%) , Pfizer (3.9%) , and

1. JOHNSON & JOHNSON:

ICBM – SCHOOL OF BUSINESS EXCELLENCE

Family of Companies comprises:

• The world’s premier consumer health company

We have more than 250 operating companies in 57 countries employing

Johnson & Johnson is a company of enduring strength. We credit our strength

Views & Positions

As a global corporation, what we believe and what we do has an impact on the

ICBM – SCHOOL OF BUSINESS EXCELLENCE

Our Credo values guide the actions of people throughout the

See how our Family of Companies is organized.

Our People & Diversity

ICBM – SCHOOL OF BUSINESS EXCELLENCE

• Appoints senior management of the Company, who are responsible for

Jeffrey Kindler, Chief Executive Officer and Chairman of the Board.