Introduction to Hospital and Hospitality Services

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Transcript of Introduction to Hospital and Hospitality Services

IntroductionIn the present context, there are two facets of patient care viz care and comfort, which have attained different dimensions with rapid development in the field of Medicare and ergonomics. Globalization of the economy and growth of communication during the last two decades have added a new dimension to the concept of Medicare. Healthcare is no longer the prerogative and dictate of the health care professionals. There is an increasing role of consumer of these services in as far as it relates to provisioning, type and quality of service. Consumers are more demanding now in the context of the existing consumer rights. Consumer Protection Act is an example of the dilution of Healthcare professionals" dictate with an overriding stipulation of consumer rights to receive the best possible, optimally priced, effective services. The purchasing power of consumer is increasing with the mushrooming of market economies. This has a direct bearing on the healthcare sector also. Besides demanding "quality cure", the emphasis on 'Quality Care' has also increased. The concept of patient satisfaction is rapidly changing to customer"s delight. Given a choice, spending power permitting, one would prefer to be hospitalized in a single room rather than a multi-patient general ward. This class of patients is on the increase. As per a study, the waiting time for a private wardroom at this hospital in 1983 was 2 months, which has now increased to almost 3 months. Due to economic recession and exponential rise in finances required for healthcare, it has been universally accepted that governments cannot sustain and provide free tertiary level care, and that these expenses have to be realized at least in part from the consumers.

Aim of the StudyThis study had been initiated to do a comprehensive and scientific costing of hospitality services including nursing services at the paying ward of a large hospital.

Objectives of the Studyy y y y y

To study the hospitality services provided to patients in private wards at a large hospital. To observe and establish the nursing care provided to the patients. Cost analysis of the above services to determine the expenditure incurred viz a viz charges levied to the patients. Assess the hospitality services in few sample corporate tertiary care hospitals in Delhi. Explore the patient"s expectation of the hospitality services and the feasibility of their implementation at the hospital under study.

Hospitals AND hospitalityHospitals are now taking the phrase 'being hospitable' to a new level. And who better to turn to than the hospitality industry itself for assistance. Praveen K Singh finds out about the new relationships being forged between new age hospitals and the hospitality industry Picture this! Lying on a bed in a room that resembles a five-star hotel, being served with tropical fruits and chef delicacies by a well-dressed and courteous steward - all this pampering after you've undergone a strenuous bypass surgery. The above-mentioned picturesque imagery may seem far-fetched, if one were to go by the quality and service standards offered by some of the hospitals in the country. But all that is expected to change now with new age hospitals actively seeking to enhance their quality and service standards and providing patients with a memorable healthcare experience akin to a holiday in a luxurious hotel. Having being spurred on by the burgeoning medical tourism market in India, many hospitals have jumped on to the 'being hospitable' bandwagon to cash in on the boom time. The advent of this phenomenon has caused many hospitals to redefine their quality and service standards, in particular, the hospitality side of their business. And it is to meet this need, to spruce up its hospitality, that many hospitals are turning to the hospitality industry for expertise to provide its patients with a wonderful healthcare experience. Many medical facilities in hospitals are mimicking hotel environments and this synergy between hospitals and the hospitality industry is now being aptly branded as 'Hospitels', and is touted as being a new business model for the hospitality sector to venture into by trade pundits. Whether it's through the avenues of food and beverage or facility management, hospitals are outsourcing these vital components of their new business models to the players with core competencies in this field - the hospitality industry. The trend towards enhanced quality of services started when Dr Naresh Trehan, executive director and chief cardiac surgeon at EHIRC, who after his extensive spell in the US came back to India in 1988 to start Escorts Heart Institute Research Centre in Delhi. He was very keen on maintaining the standards he had witnessed and experienced in the US. All this meant a rigid clean and hygiene policy and exceptional F&B guidelines. "This led to heavy investment in the foodservice infrastructure and all the other allied services for a well-organised and proficient healthcare service", believes Navneet Kumar Malhotra, general manager, hospitality at (EHIRC) in Delhi. The advent of the phenomena 'Hospitels' is providing a fillip to the already burgeoning medical tourism market to soar even higher. The credit goes to the private sector for their involvement in the healthcare industry and hospital management. The government as well as private players are keenly assessing the potential and means to tap the same. The boom in state-of-the-art hospitels and better infrastructure are attracting the patient population from neighbouring countries like the Middle East and the West.

Max Hospitals, for example, has a dedicated foreign patient facilitation desk and runs an international services programme that offers facilities such as interpretation, travel related services eg airport assistance, shopping, sightseeing, etc. and assists with visa issues and currency exchange. "We also have a well-equipped OPD lounge, bistro style dining and a food court in addition to bright and airy lounges for the waiting patients/families offering creative food and beverage options," informs Deep Ghatak, GM (Communications) at Max Hospitals. Let's take a look at the synergies that can be formed between the hospitality sector and hospitals: F&B Expertise Dietician Quotient Among the main services offered by hospitels in this regard are dieticians for cases where the patient's diet has to be under strict surveillance. Depending on the type or acuteness of the case, a therapeutic diet would be suggested for such patients. And with guidance from the dietician, the patient could select from the therapeutic menu as well. Ashish Makkar, F&B incharge at Max India Hospitals, avers, "The menu is categorised in a manner which would give customers varied choices. Apart from the regular vegetarian and Indian dishes, it even has a blend of Western mix for those who seek a little more. And with the inclusion of a therapeutic diet, it would be a perfect way of ensuring that quality food is provided for the well-being of the patients and the hospital staff." "One of the most specialised departments of the hospital that takes care of the dietary requirements of patients and food requirements of attendants and visitors - the F&B department at Max Healthcare - is manned by professionals from the hospitality background to ensure patients' satisfaction, convenience and quality standards in the department," Makkar elaborates. Giving account of the F&B department at Max Healthcare, he explains that its main function is of identifying, organising, preparing and serving specific food to patients admitted in the hospital. The types of diets served to patients are: normal diet, liquid diet, low salt based, diabetic, low fat, high fibre, semi solid, soft, ryles tube diet and high protein diet. Management Quotient Every hospitel has a head for F&B department, who looks into the Every hospitel has a head for functioning of the department and is responsible for quality F&B department, who looks monitoring. The F&B department is a combination of two sub into the functioning of the sections, viz., Operations and Dietetics. department and is responsible for its Operations: Operations is involved in food production and food functioning and quality service to the patients. monitoring Dietetics: Dietetics involves identifying what needs to be served to the patient, in what quantity and at what time. Dieticians plan the meal for patients on a case to case basis.

Cyclic menus are planned keeping in mind seasonal availability. The menu is planned together by the dieticians, food production team and the department head. Dieticians go on rounds every day and plan the meals that need to be served to the patients. This planned sheet is compiled for all patients and various types of meals that need to be prepared for them are identified. The food tray is then laid out as per the meal requirement of patients and is marked with the room number so that there is no mix-up. Kitchen Expertise Kitchens of these hospitels are equipped with specialist foodservice equipment. Explains Sunil Khanna of Hotelconsult Orient, "We are involved in planning some of these state-of-the-art hospitals. Due to the extremely high workload, as the hospitals have full occupancy round the year and are teeming with thousands of daily visitors besides thousands of staff, the new kitchens being designed for the hospitals will match the efficiency of flight kitchens. Due to the extremely stringent hygiene norms, we are designing the hospital kitchens with Hazard Analysis & Critical Control Point (HACCP) certification as a pre-requisite. At the same time, the hospitals will have comprehensive F&B service facilities to become fully self-sufficient thereby avoiding any need for the patients' attendants from eating out. The variety of cuisine in these hospitals will match any upmarket food