Managing and Sustaining Hospital Growth

The programme consists of five modules:

Championing and Sustaining Hospital Growth: This module introduces the underpinnings of sustained growth for hospitals and the tools and techniques available to enhance patient experience.
Customer Orientation for Hospitals: This module applies the central concept of customer orientation to hospitals and introduces the concepts of Segmentation, Targeting, and Positioning for hospitals. The implications for marketing communications and branding are introduced.
Integrated Marketing Communications: This module focuses on communications planning, establishing measurable objectives, appraisal of communication opportunities, development and evaluation of creative strategies and tactics, media planning and evaluation, and metrics for evaluation. Participants’ knowledge will be supplemented through real-world case examples.
Branding Strategy: Branding helps hospitals to establish an identity in consumers’ minds that strengthens the connection between hospital and customer values. Branding as a signature that is imprinted on all hospital communications and is leveraged for competitive advantage are discussed.
Practicum: Best practices in branding from hospitals both domestically and internationally will be the  focus of this module. Participants will be exposed to live presentations from hospital executives from India and international presentations will be streamed online. The culminating experience of the programme is a presentation of a branding platform developed by participants for their own organization based on their programme experience.

Target Audience
CEOs, COOs, senior hospital administrators, senior manager of various functions in hospitals/health centres, marketing director and marketing managers of health care companies and not-for-profit organisations.

Testimonials & videos
https://youtu.be/eilsjL0vrN4

-------------------------------------------------------------------------------------------------------
This was my first Executive program at IIMB. The content on all subjects, faculty approach, the techniques used for methodology in teaching were unique. I thoroughly enjoyed the exercises, case studies and moreover the case presentation of few hospitals after class which allowed us to interact with Hospital authorities and management right there to clear our doubts. Needless to mention about hospitality, stay and customer care at reception amazed me much and peaceful campus added serene environment for academic week, spent there.
- Ms. Neha Lal, Sr. General Manager - Hospital Administration & HR
   GCS Medical College, Hospital & Research Centre, Ahmedabad
-------------------------------------------------------------------------------------------------------
It was an intensive and immersive program that gave a multidimensional learning experience. The faculty and cohort provided unique platform for deliberations focused around the present and future challenges in health care. The case studies and group interactions gave us an opportunity to fine tune the skills required for a leadership role. I thoroughly enjoyed and benefited from the program as the key learning outcomes were very effective.
- Dr. S V Parvathisam, Medical Superintendent,
   Q1 Hospitals, Visakhapatnam
--------------------------------------------------------------------------------------------------------

Programme Directors

Dr. S Raghunath has been Professor of Corporate Strategy and Policy at IIM Bangalore. He has done field research and has developed a general management programme for CEOs and Senior Managers/Administrators of Hospitals and Health Care Centres. He specializes in Strategic Alliances, Network based Organizations and Strategic Leadership. He has researched these topics, taught them to Post Graduate and Doctoral students and executives, and consulted with major Indian companies and multinational corporations. He is the Chairperson of the India Chapter of the Academy of International Business, the apex body for research in International Business.

He was a Visiting Scholar at the Graduate School of Business, Stanford University (1990-1991) where he engaged in research in strategy making in IT companies. He was also a Visiting Professor at INSEAD, France; EUROMED, Marseilles and HEC, Paris, University of Buckingham, UK; RMIT School of Business; Melbourne, Australia; His research has focused on Structuring and Managing Alliances, Multinational Subsidiary Strategy and Organization, Integrating Acquisitions and Network based organizations and e-business strategy and models. He has published several papers, case studies and book chapter and has been quoted in publications such as Economic Times, Business Line and the Computer Today and he was writing a column for Outlook Business for the past two years. He has written extensively in the areas of international alliances for practitioner and academic communities.

Dr. Raghunath is on the board of governors of ICFAI University and on the board of directors of WEIR India, National Minerals Exploration Corporation, Spire Technologies, KIOCL and National Venture Capital Fund. He is a Registered Consultant with the Office of Project Services, UNDP, New York.

Professor G Shainesh has over two decades of research and teaching experience in India and abroad. He has conducted research and teaching assignments at the University of Gothenburg (Sweden), University of St. Gallen (Switzerland), Audencia Nantes and IESEG (France), Vienna University and MCI Innsbruck (Austria), Bocconi University (Milan), Curtin University of Technology (Perth) and the American University of Armenia (Yerevan). His research and teaching focus on CRM, Services Marketing and Service Innovations. At IIMB, Shainesh has served as Dean- Administration (2014-17), Chair – EPGP (2013-14) and Chair – Student Exchange Program (2006-09).

He has worked for several organizations in the public, the non-profit and the corporate sectors, including telecom, software, engineering, and service firms, both as an advisor and as a seminar leader. His clients include ABB, Aventis Pharma, Department of Pharmaceuticals, Caterpillar, Ericsson, Indian Oil, Manipal Universal, NCSM, Philips, SKF, Indian Railways, IFFCO, ICPB, Ministry of Tourism, Power Ministry, TRIFED, Sanskriti, Pradan, etc.

He is Editor-in-Chief of the Journal of Indian Business Research (JIBR), an Emerald (UK) publication. His papers on services and relationship marketing have been published in the MIS Quarterly, Journal of Service Research, Journal of International Marketing, Journal of Services Marketing, Service Industries Journal, International Journal of Bank Marketing, International Journal of Retail and Distribution Management, International Journal of Technology Management, Journal of Relationship Marketing, International Marketing Review, among others.

At IIMB, he leads the cross functional research initiative on consumer insights https://bit.ly/2L1o4P6. His case study Narayana Nethralaya: Expanding Affordable Eye Care won the second prize in the GlobaLens 2014 NextBillion Case Writing Competition. He was named ‘Best Professor in Marketing’ by the CMO Asia Council during the ‘Best B-Schools in Asia Awards’, July 2011, Singapore. He is also a past winner of the Citibank Special Research Award (1994) and P D Agarwal TCI Award for Doctoral Research in Management (1995).

His books include ‘Social Media Marketing: Emerging Concepts and Applications’, (2018, Palgrave Macmillan), Customer Relationship Management – A Strategic Perspective (2006, Trinity Press) and Customer Relationship Management – Emerging Concepts, Tools and Applications (21st Reprint 2017; McGraw Hill, New Delhi). Shainesh’s online course on CRM http://bit.ly/2Biye8A is offered on edX.

How to Apply

Sample Certificate

Note: Certificate image is for reference to potential participants only and may change at the discretion of Executive Education Programmes Office