My Final Report

FINAL PROJECT REPORT
A REPORT
ON
BY
RAJNI KAUSHIK
NAME OF THE ORGANISATION
APOLLO HOSPITALS
A REPORT
ON
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CSR BRANDING
BY
APOLLO HOSPITALS
A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS OF
BBA PROGRAM OF
MAHARAJA GANGA SINGH UNIVERSIT
BIKANER
DISTRIBUTION LIST:
FACULTY GUIDE:
COMPANY GUIDE:
Dr.Vipin Khurana
Dr.Harinder S Sidhu
ACKNOWLEGDEMENT
An understanding study like this is never an outcome of the efforts of a single
person; I would like to express a word of thanks to all those who gave me their
sincere advice and information which made my training period an educative and
informative one.
In pursuit of an MBA program, Summer Internship is a critical component of the

entire package. Apollo Hospitals has given me the opportunity to gain an
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invaluable experience under the guidance of Dr Harinder S Sidhu General

Manager, Corporate Development, Indraprastha Apollo hospitals, New Delhi. His
continuous support and cooperation along with his knowledge and experience
about the industry enriched me with conceptual understanding and practical
approach needed to work efficiently for this project.
My heartfelt gratitude goes to Dr Vipin Khurana (IBS-Noida) who is always

willing to take time off his busy schedule for countless discussions. The project
would not have reached anywhere near its current form without his able support
and guidance.
I express my heart-felt appreciation to the entire team of Apollo Hospitals for

their intellectual simulation and moral support throughout my project. I thank
them for providing me a valuable guidance to coordinate different aspects
necessary to make this project a success.
Finally, special thanks to my family & friends who are my source of

encouragement and inspiration.
TABLE OF CONTENTS
Acknowledgement………………………………………
…………………3
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Synopsis………………………………………………………
………………..7
Abstract
……………………………………………………………………
…..8
Summary
……………………………………………………………………
..9
List of
illustrations…………………………………………………
………10
1.0 Company background
note……………………………………...12
1.1 Overview
…………………………………………………………
……12
1.2 Chairman
…………………………………………………………
……13
1.3 History
…………………………………………………………
……….14
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1.4 JCI
accreditation………………………………………
…………….16
1.5 Apollo
logo…………………………………………………
…………17
1.6 Company financial
report……………………………………..18
1.7 Awards
…………………………………………………………
……….21
1.8 Apollo
milestones…………………………………………
……….22
2.0 Introduction to
CSR…………………………………………………27
2.1 Overview
…………………………………………………………
…...27
2.2 About
CSR……………………………………………………
………..27
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2.3 Dimensions of
CSR…………………………………………………
29
2.3.1 Internal
…………………………………………………
……29
2.3.2 External
…………………………………………………
…..30
2.4 Benefits of
CSR……………………………………………………
…31
2.5 Examples of
CSR……………………………………………………
32
2.6 Apollo’s initiatives in
CSR……………………………………34
2.6.1 SAHI, SACH,
DISHA………………………………….34
2.6.2 ACOP…………………………………………
……………..35
2.6.3 ACCE…………………………………………
………………36
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3.0 BILLION HEARTS

BEATING……………………………………..38
3.1 The
Heart…………………………………………………
………….38
3.2 Causes of Heart related
problems………………………38.
3.3 Heart
problems……………………………………………
………40
3.4 Treatment
…………………………………………………………
…40
4.0 MARKETING OF
BHB………………………………………………43
4.1 An
overview…………………………………………
…………43
4.2 Media
covered……………………………………………
…..43
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4.2.1 Newspapers
………………………………………………
43
4.2.2 Radio
…………………………………………………
………45
4.2.3 Television
…………………………………………………
45
4.2.4 On
ground………………………………………
…………47
4.2.5 Outdoor
…………………………………………………
…47
4.2.6 E-Mail and
SMS…………………………………………
51
4.2.7 Posters, standees, sun
boards………………….51
4.2.8 Call
center………………………………………
………….55
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4.2.9 Hospitals
…………………………………………………
…55
4.2.10 Promotional
vans……………………………………….55
4.2.11 Partnership
………………………………………………..
56
5.0 LIST OF DATA
SHEETS………………………………………………57
5.1 Daily data
record………………………………………………
……57
5.2 Patient call
data………………………………………………..5
8
RECCOMENDATIONS……………………………………
………………61
REFRENCES…………………………………………………
………………62
GLOSSARY……………………………………………………
………………63
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Chapter 1: SYNOPSIS
PURPOSE OF THE REPORT
“CSR branding by Apollo Hospitals” is mainly studied and discussed in this report. The main aim
of the report is to know the various CSR activities that are adopted by Apollo hospitals and to make a
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detailed study on the launch of their project “BILLION HEART BEATS” world wide to create
awareness among the people related many major health risks and heart checks.
1.1 OBJECTIVE OF THE REPORT:
• To study how Apollo Hospitals are involved in the CSR branding.
• To study various CSR branding projects started by Apollo.
• To study the contribution of Apollo hospitals in the field of healthcare.
1.2 LIMITATIONS OF THE REPORT:
a. Availability of the data: Some confidential information with respect to data and various other
things are not available to the trainees. Also the internal audit report is not shared with the
trainees.
b. Time constraint: The second limitation is with respect to the availability of time. The complete
information and data in very difficult to collect in 3 months time.
c. Authencity of the information: The knowledge available on the websites, journals, books and
brouchers is not correct and it may affect the analysis of the report.
1.3 SCOPE OF THE REPORT:
The project is undertaken to understand CSR branding of Apollo Hospitals and their contribution in
the healthcare sector. The scope of the project is identified as:-
• To understand the CSR branding strategies of the Apollo hospitals.
• To find out what are the policies they are following to achieve it.
• To get knowledge about the various projects that are currently running in Apollo and they are
benefitted by them
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ABSTRACT
Corporate social responsibility in today modern world is very

much important for the companies to work on a large scale as it
will give them the platform to work socially. Due to this
companies will be easily known by everyone and will make good
contacts which will helped them in their business and help in
generating revenue.
The project BILLION HEARTS BEATING is launched to make the

people aware about the various health risks and provide them all
the possible knowledge which they can use to prevent them and
protect other people also and set up a healthy nation. This project
comes under the corporate social responsibility by Apollo
hospitals and achieving it on a very large scale.
In this present world everyone is busy in collecting money and

giving all the happiness to his/her family for which they have to
work harder and for a longer period of time. Due to which they will
not concentrate on their diet and gradually their immunity or
resistance power decreases and they will easily caught in the trap
of many deadly diseases which will effect their body, health and
finally their work.
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So that’s why Apollo hospitals being the brand leader in the field
of health care had a huge responsibility to make the people aware
of the possible health risk that an individual face because of its
busy lifestyle. In this project Apollo has taken the responsibility on
a large scale and launched such a big and huge project in which
many of the big sectors of corporate world are also involved which
are helping Apollo in achieving its targets and give all the possible
help to the nation.
In this project we have to make a comparative study on what are

the major heart problems which affect the people more and how
we can prevent them. In this our target people are those who are
working and students because they are the main victims of the
heart diseases as many of these problems arises at this age level
only.In this way we can also save our future generation from
many of these heart risks and a sure shot treatment can be given
to all of them.
SUMMARY
The project ‘BRANDING CSR BY APOLLO
HOSPITALS’ is to describe the initiatives by Apollo
in the field of Healthcare and also describe their
contribution which they are performing from the
past few years.
CSR activity is mainly to serve the nation and help
the people and the society by which they can be
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benefitted. It will give the companies a kind of

satisfaction and comfort.
For this they have launched their project ‘BILLION
HEARTS BEATING’ which is purely a heart
awareness campaign and which will give
knowledge and information to the people about
various hearts related problems. To make the
people aware of this people are motivated and
invited to take the pledge on the website
www.billionheartsbeating.com and data is
maintained.
A good marketing initiative is also taken and
branding and promotion on a very large scale has
been to cover the maximum part of the country by
maximum amount of people are benefitted
because of this and they will take preventive
measures for themselves and improve their health
and condition
LIST OF ILLUSTRATIONS
S.NO ILLUSTRAT TOPIC PAGE
ION NO.
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1. Figure Apollo hospital 12

no.1
2. Figure Chairman of 13
no.2 Apollo group
3. Figure JCI logo 16
no.3
4. Figure Apollo logo 17
no.4
5. Chart no.1 Revenue 18
6. Chart no.2 No. of beds 19
7. Chart no.3 Pharmacies and 20
clinics
8. Figure Cyber knife,64 25,26
no.5 slice
9. Figure CSR 28
no.6
10. Flow chart Internal 29
1 dimension
11. Flow chart External 31
2 dimension
12. Figure no Idea of CSR 33
7
13. Figure no ACOP 36
8
14. Figure no ACCE 37
9
15. Table no 1 Types of hearts 39
problems
16. Figure BHB logo 41
no.10
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17. Figure Newspapers 44

no.11
18. Figure Media partners 46
no.12
19. Figure Flier 47
no.13
20. Figure Pledge board 49
no.14
21. Figure Hoarding no.1,2 50
no.14
22. Figure Snapshot of E- 51
no.15 mail
23. Figure Reply sent 52
no.16
24. Figure Posters 53
no.17
25. Figure Standees 54
no.18
26. Figure Parking 55
no.19
27. Figure Vans 55
no.20
28. Table no 2 Daily patient 57
data
29. Table no 3 Patient query 58
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Chapter 1: COMPANY BACKGROUND

1.1 Apollo Hospitals overview:
The Apollo Group provides a seamless healthcare delivery system
encompassing tertiary, secondary and primary care. With 8500 beds and 50
hospitals, the Apollo group is Asia’s largest healthcare provider. In addition,
the group has a strong presence in allied fields like:
• Hospital Medical Consultancy
• Telemedicine
• Pharmacy retailing
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• Clinical research
• Medical education
• Medical business process outsourcing
• Health Insurance
Apollo for over 25 years has continuously excelled and maintained

leadership in medical innovation, world-class clinical services and cutting
edge technology and research and development
1.2 Chairman Apollo hospitals group:
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Dr Prathap C Reddy: the chairman of Apollo group of hospitals is a trained

Cardiologist from Stanley Medical College, Chennai; he worked at
Missouri state chest hospital where he headed several research
programs. The absence of world class medical facilities in India spurred
him to set up the first Apollo Hospital in Chennai in 1983, at a time when
private healthcare institutions were virtually unknown in India.
He consequently commissioned two more tertiary healthcare centers in

India. He has been successful in attracting the most talented Indian
medical doctors from the developed countries like U.S and U.K. Because
of his efforts Apollo Hospital is recognized as the best healthcare group in
the world.
The Apollo group opened its first clinic in Dubai in 1999. He has also been
pro-active in modifying government regulations to suit current medical
trends. He also helped and made the government to take a more liberal
view on organ transplants among others.
His projects include ‘MED-VARSITY’ a virtual medical university providing

total access to medical experts and ‘MEDNET’ a hospital systems
management package in India.
Dr Reddy was conferred the Padma Bhushan in 1991 and Padma

Vibhushan in 2010.
1.3 History:
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Apollo Hospitals Group was established in 1983 in Chennai, India by Dr

Prathap C Reddy to provide healthcare of international standard within reach
of every one so that everyone has the access to the best healthcare. This
decision is taken because he lost a patient who could not make it to Texas,
US for an open heart surgery. Then he began the process of revolutionizing
Indian Healthcare industry and setting standards for the delivery of quality
healthcare.
Apollo Hospitals started as a 150 bed hospital in Chennai in 1983. India in the
early 80's was not the easiest place for private enterprise. Moreover private
healthcare institutions were unknown and they were not doing cutting edge
work. 25 years later it is an amazing story of success, achievement and most
importantly, dreams realized.
As Apollo Hospitals has made colossal strides to reach where it is, more and
more facets of the founding vision have turned to reality. Today Apollo
Hospitals is not just one of the country's premier healthcare providers but
has also played a pioneering role in helping India become a centre-of-
excellence in global healthcare.
However the largest achievement of the Apollo Group has been to take
quality healthcare to across the length and breadth of India. Of touching
more than 40 million lives and giving hope to an entire segment of the Indian
population who did not have an option beyond limited medical infrastructure.
Apollo has succeeded in being more than just a quality healthcare provider.
It has been a major player in scripting the medical landscape of the nation.
This is primarily because the group has continuously been at the helm of
several game-changing innovations in Indian healthcare.
Dr Reddy mission and values is:
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“Our mission is to bring healthcare of international standards within

the reach of every individual. We are committed to the achievement
and maintenance of excellence in education, research and
healthcare for the benefit of humanity”
Apollo Delhi is the first hospital in India to be accredited by JCI (Joint

Commission International) accredited. JCI is a US based, not for profit body,
which sets and addresses standards for the healthcare provider’s level of
performance in key functional areas, such as patient rights, patient
treatment and infection control.
Apollo has succeeded in being more than just a quality healthcare provider. It
has been a major player in scripting the medical landscape of the nation.
This is primarily because the group has continuously been at the helm of
several game-changing innovations in Indian healthcare.
By the start of the new millennium, Apollo Hospitals Group had become an
integrated healthcare organization with owned and managed hospitals,
diagnostic clinics, dispensing pharmacies and consultancy services. In
addition, the group's service offerings include healthcare at the patient's
doorstep, clinical & diagnostic services, medical business process
outsourcing, third party administration services and heath insurance. To
enhance performance and service to customers, the company also makes
available the services to support the business of healthcare; telemedicine
services, education and training programmes & research services and a host
of not- for- profit projects.
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1.4 JCI accreditation

JCI stands for Joint Commission Accreditation.
It is a US based, not for profit accreditation body, which sets and addresses
standards for the health care provider’s level of performance in key
functional areas, such as patient rights, patient treatment and infection
control.
JCI accreditation is the gold standard for US and European hospitals as it

reflects provision of the highest levels of patient care and patient safety.
The Apollo hospitals group achieved the unique distinction of achieving

accreditation for its hospitals at Delhi, Chennai, Hyderabad, Ludhiana,
Bangalore and Kolkata. Indraprastha Apollo Hospitals, Delhi, became the first
hospital in India, while Apollo Hospitals, Chennai, became the first hospital in
South India to achieve this unique and coveted accreditation. Indraprastha
Apollo Hospitals, Delhi, was recently reaccredited.
The accreditations standards are listed in the third edition of Joint

Commission International Accreditation Standards for Hospitals and
functionally divided into 7 patient centered chapters and 6 organization
management centered chapters.
Patient centered standards:
1. Access to care and continuity of care.
2. Patient and family rights.
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3. Assessment of patients.
4. Care of patients.
5. Anesthesia and surgical care.
6. Medication management and use.
7. Patient and family education.
Organizational management standards:
1. Quality improvement and patient safety.
2. Prevention and control of infections.
3. Governance, Leadership and Direction.
4. Facility Management and Safety.
5. Staff Qualifications and Education.
6. Management of Communication and Information.
1.5 EACH ELEMENT IN APOLLO HOSPITAL LOGO DEFINES ITS

MISSION, VISION AND VALUES
LIGHT OF
HOPE
HUMAN
TOUCH
TORCH
BEARER
CIRCLE
OF LIFE
HEALING
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• HUMAN TOUCH: Represent the tender loving care rendered to customer.
• HEALING HAND: The personalized patient care provided by hospital.
• CIRCLE OF LIFE: The confidence the patients have when they come to the hospital.
• TORCH BEARER: We the pioneer in the health care.
• LIGHT OF HOPE: Apollo lights the feel of hope in the patients
1.6 COMPANY’S FINANCIAL PROFILE:
Apollo hospitals acquired a strong position in the field of healthcare. AHEL (Apollo Hospitals
Enterprise Limited). AHEL was incorporated in the year 1979 being first listed entity in healthcare
sector in India. Dr Prathap C Reddy who is now the executive chairman, promoted AHEL and holds
majority stake in the company.
AHEL is a strong, leading and integrated player in the healthcare space of India and has well diverse
business interest ranging from hospitals to clinic, pharmacies to insurance and BPO to education.
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REVENUE IN CRORES
It is evident from the figures alone that out of 100, 56%of the revenue is generated from hospital and
32%is from pharmacy department. 2%is the revenue generated from both Apollo clinic and BPO
where as nearly 8%is from consultancy side.
APOLLO HOSPITALS:
AHEL recognized as ‘Architect of Healthcare’ owns the distinction of 50 hospitals and 8500 beds under
management. In India it has full-fledged hospitals operating in cities like Chennai, Madurai, Delhi, Kolkata,
and Ahmadabad etc. In the international Healthcare space AHEL has its presence in Dubai, Mauritius &
Dhaka etc.
Hospital segment contributes nearly 56% towards consolidated revenues and the capital employed is
nearly Rs 4000 million spread all over. In FY 06, 1000 new beds had hit the market in 50:50 ratio
between owned and managed.
In this graph it is clearly seen that with in the upcoming financial years no of owned beds by Apollo
are increased at a much faster rate in comparison to managed beds
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APOLLO PHARMACIES AND CLINICS:
AHEL started the business of Apollo pharmacies and clinics in the year 2000 and a huge success is
seen in it in the coming years.
Pharmacy division through which AHEL retails medicines was initially confined to south with a trial set
up of 100 shops. Currently, AHEL owns 160 pharmacies across India in and around their hospital
area. Outlets in hospital premises contribute 70% of revenues whereas rest is contributed by
pharmacies.
Set up cost per pharmacy is approximately Rs 1 million and it is estimated that

pharmacy generates average daily sales of Rs 9000-12000 and hospital pharmacy
generates daily sales of Rs 21000-25000.
AHEL also runs small clinics through its subsidiary Apollo Health and Lifestyle Ltd which is
supplementary to their hospitals. These clinics offer consultation, diagnostic and
pharmacy services. AHEL has total 15 clinics in India and another 3 clinics in Middle East
and plans to set up around 50 more clinics in next 2 years. AHEL has planned to blend
offerings of Neuropathy / Ayurveda/ Alopathy with mainline consultation / diagnostic
services.
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BPO DIVISION
Business Process Outsourcing (BPO) is a globally accepted as a straight beneficiary. But
the upcoming sector will be medical Process Outsourcing (MPO). Globally, MPO has a $200
billion industry and India occupies minuscule share. Few outfits have mushroomed catering
to this branch of outsourcing which remains largely untapped.
CONSULTANCY
AHEL is giving a big push to its consultancy business which is basically export driven. This
division offers project management service of higher status to its clients and reported to
have a turnover of about Rs 250 million in FY04. This division offers complete consultancy
service related to hospitals sector under single roof. Services include design, Set up,
Construction, Equipment arrangement, Staffing and Management running operations.
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1.7 AWARDS AND ACCOLADES
Over the years, Apollo has received many awards and accolades in
recognition of its pioneering achievements in Indian healthcare.
1. In 1998 Apollo Hospital Chennai was awarded the ISO 9002 Certification.
2. The story of Apollo Hospitals became a case study at the prestigious

Harvard University.
3. Apollo Hospitals, Chennai & Hyderabad won the healthcare awards 2008,
instituted by the Express Healthcare Publications (The Indian Express Group).
The awards received include:
• Apollo Hospitals Chennai - Overall Best Hospital of the year

• Apollo Hospital Chennai - Operational Excellence
• Apollo Specialty Hospital, Chennai - Leveraging Global Opportunity
• Apollo Health City Hyderabad - Sustained Growth
• Apollo Health City Hyderabad - Patient Care
4. Apollo Hospitals, Chennai has been rated 'Best Private Sector Hospital' in
India by The Week magazine for 2003, 2004, 2007 and 2008.
5. Apollo Hospitals was recognized as a 'Super brand of India' in the

healthcare sector for 2003 and 2004.
6. Save a Child's Heart (SACH) - was a runner-up in the 'Corporate

Governance' category at Hospital Management Asia 2004, a major hospital
expo in Bangkok, Thailand
7. Avaya Global Connect award went for the second successive year, in 2006,
to Apollo Hospitals, Hyderabad for customer responsiveness in the
healthcare sector based on a nationwide polling exercise.
8. Apollo Clinics were awarded Franchisor of the Year for 2003 and 2004.
9. In 2006, Apollo Hospitals was nominated as the ‘Consumer Healthcare

Super Brand in an independent survey conducted by the Super Brand
Council, in association with AC-Nielson.
10. In 2008, Apollo Hospitals featured in the world’s top 50 local dynamos
list, according to a new study by Boston Consulting Group.
11. In June 2009, Apollo Hospitals Group featured among the top 5 in the
India’s most caring hospitals survey done by India Today.
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12. Apollo Hospitals, Chennai ranked as the 'Leading Corporate Hospital' for
the year 2009 by THE WEEK- IMRB survey.
13. Apollo Hospitals India has won the Web Marketing Association - USA’s
Standard of Excellence WEBAWARD 2009 in 3 categories - Medical,
Healthcare and Healthcare Provider, for its website www.apollohospitals.com.
14. Apollo Hospitals Hyderabad and Indraprastha Apollo Hospitals Delhi win
the FICCI Healthcare awards for Excellence in Patient Care and Excellence in
Healthcare Delivery. Apollo Hospitals Hyderabad also bags the FICCI
Healthcare award for Excellence in HR Practices. The FICCI Healthcare
Excellence Awards were the first of its kind to recognize and honor the good
and proactive work carried out by the healthcare providers and State
Governments and to improve healthcare services for masses by overcoming
the numerous challenges faced by the Indian healthcare industry.
15. In 2009, The Government of India honored Apollo Hospitals with the
Apollo Commemorative Stamp felicitating the group's pioneering spirit,
commitment to healthcare and service to the nation
1.8 APOLLO MILESTONE IN MEDICAL FIELD:

The Apollo Hospitals journey has been one with many milestones and many
spectacular medical feats.
The 1980’s
• Right from the beginning, Apollo’s tryst with quality cardiac care was
established. By 1985, the Cardiac Surgery Programme completed 100
surgeries, with a success rate of 98%. In a couple of years, over 700 Open
Heart Surgeries were completed at Apollo.
• Birth of a baby by the ‘GIFT’ procedure, by the IVF unit in 1989.
The 1990’s
• In 1990, surgeons at Apollo performed an unprecedented revolution in

orthopedics by equalizing limbs and deformity correction by the Illizarov
procedure.
• The Apollo Institute of Neuro Sciences made a name for itself by
excelling in neuro critical care, and the handling of neurological problems.
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• By 1992, Apollo Hospitals introduced Artery Stinting for the first time in
India.
• In 1995, Apollo Hospitals performed its first Bone Marrow
Transplantation, as well as the first multi organ transplant in the country.
• The same year, three year old Aftab was the 10,000th patient to
undergo Open Heart Surgery at Apollo Hospitals, Chennai.
• Apollo Hospitals pioneered many orthopedic procedures like Hip and
Knee Replacements, Birmingham Hip Resurfacing and Disc Replacements
The 2000’s
• Early in 2001, The Apollo Speciality Hospital, Chennai completed 100

Bone Marrow Transplants.
• Apollo Hospitals performed a successful heart surgery on a 2 day old
baby, and successfully implanted a pacemaker on a 97 year old patient.
• Apollo launched SACH –Save A Child’s Heart – aimed at providing
pediatric cardiac care to underprivileged children.
• Apollo Hospitals, Ahmadabad completed 20 stem cell transplants for
different diseases successfully. The hospital has also done the first
successful "Autologous Stem Cell Transplant (Stem Cells collected from
one's own body) for Acute Leukemia" in Gujarat.
• Established the fastest growing Liver Transplant program in India with
the biggest cadaver program for liver. 400 Liver Transplants performed
with a success rate of 90%. In less than two years since inception, the
team at the Apollo Centre for Liver Disease and Transplantation completed
50 Liver Transplantations, marking a noteworthy first-of-its-kind milestone
in the city of Chennai.
• Apollo Hospitals Chennai completed 10,000 Coronary Angioplasties in
2009. In the initial years, only Balloon Angioplasties and progressed over
the years to using metallic stents and medicated stents and further
advanced in the recent past to doing many refined procedures like Multi-
Vessel Angioplasty, Left Main Angioplasty and Bifurcation Lesions.
• Medical breakthrough in Cardiac Care at Apollo Hospitals Chennai –
successfully completed 25,000 coronary bypass procedures including
10,000 beating heart coronary bypass operations.
FIRSTS and RECORDS:
MEDICAL:
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• Conducted over 90,000 cardiac surgeries - one of only 10 hospitals in

the world to achieve these volumes. Achieved a 99.6% success rate in
cardiac bypass surgeries, over 91% of these were beating heart surgeries.
• Largest series of aortic valve replacement with stent less heart valve
bioprosthesis.
• Performed over 7,50,000 major surgeries and over 10,00,000 minor
surgical procedures with exceptional clinical outcomes.
• Pioneered open heart surgeries and cardiac catheterization, in the
early 80’s.
• Pioneers of the Preventive health check programmes in India and
performed over a million checks to date.
• First private healthcare provider to perform a heart transplant in 1995.
• Introduced cutting edge procedures like off-pump and beating-heart
surgery, either by thoracotomy (minimal invasive access) or classical
sternotomy, trans-radial angioplasty and stenting, mitral valve
replacement.
• By 1992, Apollo Hospitals introduced Artery Stenting for the first time
in India.
• In 1995, Apollo Hospitals performed its first Bone Marrow
Transplantation, as well as the first multi organ transplant in the country.
• Apollo performed an unprecedented revolution in orthopedics by
equalizing limbs and deformity correction by the llizarov procedure.
• First successful:
o Pediatric liver transplant in India
o Adult liver transplant in India
o Cadaver liver transplant in India
o Transplant in acute liver failure in India
o Liver-kidney transplant in India
• First Indian hospital group to introduce Stereotactic Radiotherapy and

Radio surgery for cancer treatment.
• Pioneered orthopedic procedures like hip and knee replacements, the
Illizarov procedure and the Birmingham hip re-surfacing technique.
• Revolutionary Ceramic Coated Knee Replacement performed for the
1st time in South India at Apollo Speciality Hospital, Chennai.
• Resorbable screws used for the first time in India at Apollo Hospitals
Chennai to correct congenital spine problem of a six-year-old child from
Tanzania.
• An innovative orthopedic procedure was performed for the first time in
India at Apollo Hospitals Chennai - leading to pain free postoperative
recovery after shoulder surgery. The Orthopedic team at Apollo Hospital,
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Chennai successfully performed an Arthroscopic Brachial Plexus

Catheterization on a young lady patient.
• 2009: The Pediatric Cardiac team at the new Apollo Children’s Hospital
successfully performed a complicated surgery to treat a complete a-v
canal defect in a 4–month old Nigerian baby.
• India's first keyhole multiple bypass surgery on Suman Singhal, aged
53 years, was conducted by Dr Naresh Trehan at the Indraprastha Apollo
Hospital, Delhi. It took him less than four hours to perform the scarless
surgery, without cutting any bone of the patient. This technique uses a
combination of small holes in the chest and a small incision, made
indirectly over the coronary artery to be bypassed. It is often performed
using robotics and video-imaging, which help the surgeon operate in a
small area.
• An 8 year old Omani child with aortoarteritis and uncontrollable
hypertension with impending kidney failure and intestinal gangrene was
successfully managed by a simultaneous vascular reconstructive surgery
on the narrowed arteries supplying both the kidneys and the intestines at
Apollo hospitals Chennai .Such simultaneous bypass and reconstruction in
a young child is a first for India and only a few such procedures have been
done worldwide.
TECHNOLOGICAL:
• First to install the most modern diagnostic and surgical infrastructure

like the 320-Slice CT Scan and many others.
• First hospital group to bring the 320 Slice CT- Angio scan system and
the 64 Slice CT-Angio scan system to India.
• First hospital group in South-East Asia to introduce the 16 Slice PET-CT
Scan.
• Equipped with the largest and most sophisticated sleep laboratory in
the world.
• Introduced the most advanced Cyber Knife® Robotic Radio Surgery
System in Asia Pacific, the world’s first and only robotic radio surgery
system designed to treat tumors anywhere in the body with sub-millimeter
accuracy.
• Novalis Tx™ Radiotherapy & Radiosurgery is one of the most precise,
non-invasive and fastest treatments available for cancerous and non-
cancerous conditions of the entire body. Launched at Apollo Cancer
Institute Hyderabad IN 2009, treatments are delivered from outside the
body to destroy tumors without an incision, protects the patient’s healthy
tissue, so patients can avoid hospitalization, lengthy recovery periods and
many of the complications often associated with conventional surgery.
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2.0 INTRODUCTION TO CORPORATE SOCIAL

RESPONSIBILITY:
2.1 OVERVIEW:
In the last twenty years, there has been a sudden change in the nature of the
triangular relationship between companies, the state and the society. No longer
can firms continue to act as independent entities regardless of the interest of
the general public. The evolution of the relationship between companies and
society has been one of slow transformation from a philanthropic coexistence to
one where the mutual interest of all the stakeholders is gaining paramount
importance. Companies are beginning to realize the fact that in order to gain
strategic initiative and to ensure continued existence, business practices may
have to be moulded from the normal practice of solely focusing on profits to
factor in public goodwill and responsible business etiquettes.
The business environment has undergone vast changes in the recent years in
terms of both the nature of competition and the wave of globalization that has
been sweeping across markets. Companies are expanding their boundaries from
the country of their origin to the evolving markets in the developing countries
which have been sometimes referred to as emerging markets. The current trend
of globalization has brought a realization among the firms that in order to
compete effectively in a competitive environment; they need clearly defined
business practices with a sound focus on the public interest in the markets.
That’s how corporate social responsibility comes into existence for the mutual
beneficial of the company and the society and to serve the nation to a great
level.
2.2 WHAT IS CORPORATE SOCIAL RESPONSIBILITY
World Business Council for Sustainable Development defines Corporate

Social Responsibility (CSR) as “The continuing commitment by business to
behave ethically and contribute to economic development while improving
the quality of life of the workforce and their families as well as of the local
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community and society at large.” CSR can be thus be simply defined as the
additional commitment by businesses to improve the social and economic
status of various stakeholders involved while complying with all legal and
economic requirements.
C S
O O
M C
P I
A E
N T
Y Y
CORPORATE SOCIAL RESPONSIBILITY
CSR exhorts firms to diverge from their sole aim of maximizing profits and to
lay more importance on improving the economic and social standards of the
community in their countries of operation. CSR broadly represents the
relationship between a company and the community within which the
company operates. A sustained CSR programme is the one that reflects the
core values of the brand and contributes in delivering good brand promise.
CSR literally means conducting business in an ethical way and in the

interests of the wider community and respond back positively to emerging
societal priorities and expectations. Everyone wants to conducts his business
in his best way to gain maximum profit and generate huge revenue and
expands his business on a large scale. For this they used various types of
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techniques and take various steps due to which various types of ups and
downs come in their business. And if they are doing their business in the best
ethical way then they will experience a huge profit and did many good things
for their society which will be revert back to them in any manner. A company
gains much from their shareholders as they are the main investors and
promoters in generating the revenue for the company so it is very important
to balance shareholder interests against the interests of the wider
community.
2.3 DIMENSIONS OF CSR:
CSR has been an area of scientific enquiry and has received a great attention
in the popular and academic period during the last decade. Efforts to
investigate social responsibility and its relationship to corporate performance
have been in progress and in great demand.
The dimensions of CSR are divided into two main category namely internal
and external relating to practices internal to the company and an external
dimension involving the external stakeholders respectively.
2.3.1 INTERNAL DIMENSION:
INTERNAL
DIMENSION
Human Work safety Adaptation Management

resource and health to change to
managemen measures environment
1. Human resource management: CSR can be successfully

implemented in an organization through precise management of its
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own work force. The internal dimension of CSR includes elements like
providing an environment for life long learning for employees,
employee empowerment, better information flow, improving the
balance between work, family, and leisure, diversified work force, profit
sharing and share ownership schemes, concern for employability as
well as job security among others. Active follow up and management of
employees who are off work due to disabilities or injuries have also
been shown to result in cost savings for the companies.
2. Work safety and health measures: Worker safety and labour health
have been documented to be having a direct impact on productivity of
the labour force. Although legal measures exist in most nations on
maintaining standards for ensuring worker safety and providing health
benefits, recent trends have made it imperative for companies to adopt
a proactive approach to this issue. In emerging markets having
significant cost advantages in labour, outsourcing of labour and
processes have led to the situation where companies not only need to
maintain high safety levels in their own premises but also ensure that
their suppliers and other connected parties comply with these
principles. The increased focus on safety standards and employee
welfare has led to the development of standards across industries.
Mechanisms are being designed especially in emerging markets for
measuring, documenting and communicating these qualities thereby
saving time, work and costs in the purchasing process.
3. Adaptation to change: A recent trend in the global business scenario

has been the wide spread use of mergers and acquisitions for business
expansion. Also downsizing has been used, often ineffectively, as a
cost cutting measure by firms in their relentless push for profits.
Restructuring in a socially responsible manner means to balance and
take into consideration the interests and concerns of all those who are
affected by the changes and decisions. In practice the process is often
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as important as the substance to the success of restructuring. In

particular this involves seeking the participation and involvement of
those affected through open information and consultation.
Furthermore, restructuring needs to be well prepared by identifying
major risks, calculating all the costs, direct and indirect, associated
with alternative strategies and policies, and evaluating all of the
alternatives which would reduce the need for redundancies
4. Management to environmental impact: The importance of this

aspect of CSR cannot be overemphasized. Optimization of resource
utilization and reducing environmentally damaging effluents can
reduce the environmental impact. This will also enable the firms to
affect significant cost savings in energy bills and pollution costs. Many
firms in emerging markets have had to face serious repercussions from
the state and society for over exploitation of natural resources and
disregard for environmental safety measures.
2.3.2 EXTERNAL DIMENSION:
External
dimension
Local Business Human

communities partners rights
1. Local communities: The development of positive relations with the

local community and thereby the accumulation of social capital is
particularly relevant for non-local companies. These relations are being
increasingly used by multinational companies to support the
integration of their subsidiaries into various markets in which they are
present. Deep understanding of the local community and social
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customs is an asset which can be utilized by the companies to gain

strategic advantage.
2. Business partners: Building long term relationships of sound ethical

foundation with suppliers, customers will enable companies to meet
customer expectations better while reducing complexity and costs.
Companies should realize their CSR practices will be judged taking into
account the practices of their partners and suppliers throughout the
supply chain. The effect of corporate social responsibility activities will
not remain limited to the company itself, but will also touch upon their
economic partners.
3. Human rights: Companies have a direct responsibility to ensure the

protection of human rights in their own operations. They also have a
responsibility to use their influence to mitigate the violation of human
rights by governments, the forces of law and order or opposition
groups in the countries in which they operate
2.4 BENEFITS OF CSR:
From the past many years CSR activity is a boom for the companies as well
as for the society. This activity continuously helped nation to make progress
due to which it enhances companies’ growth and progress. Benefits of CSR to
society are as follows:
1. Increased sales and market share: Doing CSR activity will make
the people aware of the company and its products and hence it will
develop an idea of faith of the people on the company and therefore
increase the sales of the company due to which market share of the
company also increases.
2. Strengthen brand positioning: CSR is also useful for strengthening

brand positioning of many companies. Brands provide a mutual
understanding of the strategy and its implementation because all
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activities are focused on a common goal with the intention of creating

an unambiguous and differentiating identity. Corporate social
responsibility contributes to entrepreneurial success when it becomes
an integral element of a company’s strategy and creates change in
conduct and business processes.
3. Enhance corporate image: Doing CSR will also improve the

corporate image in front of people that the company is not only
collecting money but it is also contributing in creating awareness and
performing some great activities for the society also.
4. Increased appeal to investors: By doing CSR activity in the society

companies will increase their goodwill to the society and emerged as a
organization which will benefit and work for the people. This will
enhance the good image of the company and more of the investors will
invest in the company.
5. Cost effective for the company: Many of the small and medium
industries are performing CSR activities on large scale and by doing
this they will have a huge exposure and gain a lot of experience which
they will use in their business and decrease the cost of production.
6. Networking opportunities: CSR activity when performed on large

level will be in the notice of many people and therefore many of the
people will come in contact and hence their network will increase and
they will generate business.
2.5 EXAMPLES OF CSR:
The basic philosophy that the corporate world follows is that every
company, like every individual, has a duty to society. Due to which CSR
come in to play and add a beneficial role to the environment and the
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people who are taking part under it. Society has its share of multiple issues
and problems and to solve it is the part of every individual.
Various examples that are set by the Indian companies by doing CSR
activity are as follows:
1. AVON CYCLES: The poor and ignorant of India’s rural population

turn to nearest towns and cities for healthcare but due to high cost
they are incapable of acquiring it. Mr. Sohan Lal Pahwa, AVON's
Chairman and Principal Trustee of the hospital MATAKAUSHALYA DEVI,
PAHWA CHARITABLE HOSPITAL, spent a good part of his working life
devoted to philanthropy. The hospital, in its 5th year of inception, has
risen to serve a model healthcare facility boasting of some bold
experiments in its very early years of existence and donated money of
3 crores to the hospital for its proper functioning.
2. CISCO SYSTEM: The Company pursues a strong “triple bottom

line” which is described as profits, people and presence. Cisco invests
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its best-in-class networking equipment to those nonprofit organizations

that best put it to work for their communities, eventuating in positive
global impact. It takes its responsibility seriously as a global citizen.
Education is a top corporate priority for Cisco.
3. ICICI BANK: The Social Initiatives Group (SIG) of ICICI Bank Ltd
works with a mission to build the capacities of the poorest of the poor
to participate in the larger economy. The group identifies and supports
initiatives designed to break the intergenerational cycle of poor health
and nutrition ensure essential early childhood education and schooling
as well as access to basic financial services.
4. TATA CONSULTANCY SERVICES (TCS): The Adult Literacy

Program (ALP) was conceived and set up by Dr. F C Kohli along with
Prof. P N Murthy and Prof. Kesav Nori of Tata Consultancy Services in
May 2000 to address the problem of illiteracy. ALP believes illiteracy is
a major social concern affecting a third of the Indian population
comprising old and young adults.
5. MAHINDRA & MAHINDRA: The K. C. Mahindra Education Trust

was established in 1953 by late Mr. K. C. Mahindra with an objective to
promote education. Its vision is to transform the lives of people in India
through education, financial assistance and recognition to them, across
age groups and across income strata. The K. C. Mahindra Education
Trust undertakes number of education initiatives, which make a
difference to the lives of deserving students. The Trust has provided
more than Rs. 7.5 Crore in the form of grants, scholarships and loans. It
promotes education mainly by the way of scholarships. The Nanhi Kali
project has over 3,300 children under it.
2.6 APOLLO INITIAVES IN CSR:
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As it is clearly described itself in the Apollo tagline that they are truly
interested in serving people and providing them all the basic necessities just
to serve the nation. Apollo hospitals also started many of the initiatives to
provide healthcare initiatives to the economically backward people.
2.6.1 SACH, SAHI, DISHA and CURE:
SACH ( save a child’s heart)- SACH [Save a Child’s Heart] is a community

service initiative from the Apollo Hospitals with the aim of providing quality
pediatric cardiac care and financial support to children from underprivileged
sections of society suffering from heart diseases. Save A Child’s Heart enjoys
access to the most accomplished and distinguished cardiologists and
cardiothoracic surgeons from Apollo hospitals who tirelessly work on
transforming the lives of afflicted children by performing complex surgeries
on them. The expenditure for the surgeries are undertaken by the Apollo
hospitals along with support from philanthropic organizations and individuals.
SAHI (society to aid the hearing impaired): SAHI seeks to identify

hearing impaired children, mainly in rural areas, with little or no access to
modern medical treatment. The various goals that are performed by Apollo
hospitals for SAHI are: Organizing periodic awareness programs for the
general public, school children and school teachers, Conducting periodical
check-up programs for the benefit of children belonging to poor socio
economic backgrounds, Providing hearing aids to improve hearing ability,
Providing state-of-the-art medical and surgical aid including micro ear
surgeries and cochlear implants to clear (partially or totally) the hearing
disability.
CURE- Cancer care foundation:
CURE aims to spread awareness about cancer, its causes, symptoms and
treatment options. This will benefit not only the population at large but also
those at a high risk, such as chronic tobacco users, people with a family
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history of cancer etc. It will also guide general practitioners and health
professionals in early detection of the disease.
DISHA-Distance healthcare advancement project
DISHA is a novel telemedicine initiative to provide long distance healthcare
to the under-served population. It is specifically aimed at providing
healthcare to vulnerable groups at an affordable cost. With this objective in
mind, a mobile Teleclinical van will reach out to areas that do not have
access to state of the art medical care.
2.6.2 ACOP (Apollo cardiac outreach programme)

Apollo Cardiac Outreach program is a multi-level cardiovascular disease prevention program, which
educates the community on how to avoid heart disease, helps individuals identify the early warning signs
through screening exams, and informs patients of necessary intervention measures.
In this camps are established in and around various places in India and various types of free health
checks are done and data is collected for study purpose. Free counseling is also provided to the patient
Against many deadly diseases and prevention measures are taken against it .
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Apollo camp set up on World Health Day at Lodhi Garden

Various types of tests are conducted such as:
• Free Blood Pressure Monitoring
• Free Blood Sugar
• Free ECG
• Free ECHO Screening
• Free Cardiologist Consultation
2.6.3 ACCE (Apollo course in Cardiac Emergencies):

This one is the another initiative taken by Apollo hospitals come under CSR activity in which training is
provided to the doctors came from different hospitals and places and knowledge on various topics are
given to them. This training is free of cost. Information related to various latest technologies and
advancement in the medical field especially in cardiac field is given to them which will be helpful to them
in various other fields.
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3.0 BILLION HEARTS BEATING (HEART AWARENESS

CAIMPAIGN)
3.1 The Heart:
Heart is the most vital organ of the body after brain. It is the muscular organ
found in all the individuals, who is mainly responsible for the ‘pumping of
blood’ and help in generation of heart beats. Normal heart beat of the
human body is 72 beats per minute. It weighs about 250-300 grams in
females and 300-350 grams in males.
A heart main function is to receive used blood from the body and pump fresh
oxygen rich blood to nourish our body. To do all these functions:
• The heart muscle needs a good blood supply.
• The heart must be able to fill with blood and have a strong pumping
action.
• The heart valves must be working right and properly.
• The heart beats should be regular.
3.2 CAUSES OF HEART RELATED PROBLEMS:

Heart disease is a broad term which includes variety of different diseases
affecting Heart. According to a study in 2007-08, it is the leading reason of
death of the people causing an average of death of one person in every 37
seconds.
These heart problems arise because of following reasons:
• High blood pressure: It mainly increases the risk of heart disease, heart
attack and stroke because of the increase in pressure in the blood
vessels. Main reasons of high blood pressure are alcohol intake,
smoking, stress, high salt intake etc.
• High blood cholesterol: it means increase in the cholesterol level in the
blood which gets deposited in the blood vessels and blocked them and
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finally leads to many of the heart related problems. Stress, alcohol

intake and food rich in fat are the main reasons of it.
• Diabetes: diabetes brings the change in size of blood vessels due to
which it thickens the size and decreases the blood flow and tension
which laterally causes damage in the blood vessels.
• Obesity: causes left ventricular hypertrophy and lipid abnormalities. It
also raises blood cholesterol and blood pressure and decreases power
of the person.
• Smoking and drinking: smoking decreases the oxygen supply to the cells
and Heart and prolonged blood clotting. It also damages arteries and
blood vessels.
• Physical inactivity: It increases blood pressure and cholesterol
deposition and also effects body functioning.
• Heredity: Faulty buildups in the arteries and blood vessels occur and
problems like blood pressure and diabetes arises. It main also leads to
some of the congenital heart diseases problems.
• Age : Normal heart arises after certain age (>45) because during that
time activity of the body deceases and it also effects the rate of
metabolism.
• Air pollution: Dangerous particles that are present in the dust and
polluted air blocked the vessels and also causes various respiratory
problems due to which fresh oxygen does not reach to our Heart and
many diseases arises.
All these are the main reasons which increases the chances of heart diseases
and which at a later stage may lead to heart attack or heart failure and
eventually death of the person.
3.3TYPES OF HEART PROBLEMS:
S.n Name of the Description of the causes Signs and

o disease disease symptoms
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1. Coronary Heart Failure of coronary Accumulation Heart pain,

disease circulation to supply of plaque on myocardial
adequate circulation the walls, infarction(MI)
to cardiac muscles cholesterol,
and tissues. obesity
2. Atherosclerosis Building up of fatty High High blood
deposits on the walls cholesterol pressure,
of arteries. and fat coronary heart
intake, disease,
narrowing of angina,
arteries shortness of
breath.
3. Angina pectoris Pain or discomfort in Stress, Reduced blood
chest, arms or jaw. exercise flow, pain in
the localized
area.
4. Myocardial Lack of blood supply Blood clot, Pain, increased
infarction or to a part of heart. damaged blood pressure,
Heart attack
artery, bradycardia
3.4TREATMENT:
• Complete heart check: Heart check is very much important to lead a
healthy life. One has to visit its doctor even he has a little pain in its
chest and get ECG done. ECG tells us about the different waves that
are generated inside Heart. Always keep in touch with a Heart
specialist and ask him all the related questions so that no problems
arise in the future.
• Nitroglycerine: Nitroglycerine is popularly known as ‘glycerl tri
nitrate’ and is used as the vasodilator in various Heart conditions. It
mainly helps in preventing Angina pectoris and helps in subsiding chest
pain and deceasing blood pressure.
• By –pass surgery. By pass surgery is also called CABG (coronary
artery bypass graft). It is a surgical procedure which is mainly used to
relieve angina and reduce the risk of coronary heart diseases.
• Angioplasty: It is a technique of mechanically widening a narrowed
or obstructed blood vessel typically a result of arthrosclerosis. In this a
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balloon is passed through an artery and the blockage is hence

removed by expanding it.
• Pacemaker: A pacemaker is a electronic device which uses
electrical impulses delivered by the electrodes to contract heart
muscles to generate heart beat. Both temporary and permanent
pacemakers are available which are used for short and long term bases
respectively.
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3.5 BHB OVERVIEW:

Over the past 60 years studies show that alarmighty high rate of coronary
heart disease and premature heart disease among Indians. The trend was
observed in Indians in the last 1950s, but unfortunately very little work has
been done foe the correction of CHD. It is estimated that Indians are nearly
four times more susptible to heart attacks than others, with 25% of the
attacks happening to people under the age of 40 years.
BILLION HEARTS BEATING CAMPAIGN:
Billion hearts beating is a cardiac awareness campaign, issued in public
interest. It has been developed in partnership with Times of India, with intent
to create awareness and a mass movement in the country towards people
talking control of their heart and health. This campaign comes from Apollo,
as a responsible global healthcare group and intends to educate the people
about heart problems and the main 7 risk factors which people need to know.
More importantly urges for an action i.e to charge and maintain a healthy
lifestyle and highlights the need for a heart attack.
The 7 main risk factors of heart problem are:
1. Smoking
2. Cholesterol
3. Blood pressure
4. Diabetes
5. Exercise
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6. Eating
7. Stress
MARKETING OF BHB:
4.0 AN OVERVIEW:
BHB is a 360-degree, multimedia campaign which runs across all the major
metros namely:
• Ahmadabad
• Bangalore
• Chennai
• Delhi
• Hyderabad
• Kolkata
• Mumbai
• Pune
4.2 MEDIA COVERAGE:
Different types of marketing strategies are included for the promotion and
success of every project so multiple of things are also included in this project
also.
The various media that are covered in the project are as follows:
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4.2.1 Printing in newspapers: In today’s newspapers are the only which

is easily associable to everyone and is also cheap. They are available in
almost all the languages and in every area of the country.
Apollo hospital and TOI together are entered in the promotion of BHB
on a large scale and large number of population is covered by this.
Various steps that are taken in consideration are as follows:
 Power jacket across all the 8 cities.
 Advertorial to be covered on 28th April as well as on 8th May, 2010.
 TOI to carry 11 quarter page ads on 1st,3rd, 5th and 7th page.
 TOI to also carry PR stories and also interview of the Apollo hospitals
Chairman and various others popular personalities.
 Economic Times to carry one advertorial.
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4.2.2 RADIO- Apollo hospitals made collaboration with 98.3 radio

mirchi for the promotion of BHB on the radio. Various things that
are considered in this are:
 16000 secs spots are included in which

daily spot of 20 secs is run between all
the daily programs that are to be
telecast on the radio.
 A special radio program ( 3 hr) is also

included in which an interactive
session takes place with senior
cardiologists and a discussion on various aspects of heart
diseases is also included.
This is done because of the various specific reasons:
• aiming at increasing the noise levels for the campaign
• Interactive session facilitating the airing & sharing of

listener experiences and opinions with the experts.
• Listener forum for the generating thoughts for the

healthy heart.
4.2.3.TELEVISION : Apollo hospitals also included T.V for its

promotion activity and tie ups with various channels like Zoom
and Star plus on which bollywood actors, sports persons, swami
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will tell public about various risk factors and also about to prevent
from them.
 Zoom and Star plus to carry preventive messages/ads on air

for 5120 seconds and 1800 seconds respectively which are
regularly displayed in between movies and programmes.
 Times Now to carry tickers (running scrollers) of the

campaign which are regularly displayed on the base.
 ET Now to host a 30 minute panel discussion with eminent

sports person, cardiologist and Dr Prathap Reddy.
Media partners:
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4.2.4. On ground activities: various things are included in the

on ground activities which are also useful for the promotion of the
BHB.
a) Flier distribution: About 3,50,000 fliers are distributed

among 8 cities in hospitals, pharmacies, clinics and
various on ground activities.
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b) Street theatre: Street theaters are the good source of

displaying truth to the people. Plays are conducted in the
various places of various cities and health related
information is given to all the people.
c) Graffiti walls: These are the special walls on which

people will write their name and take pledges regarding
heart awareness.
Delhi- Hauz khas, Malviya Nagar, Rajauri Garden ,Tilak Nagar,

Ashok Vihar, Model Town, Kamla Nagar, Mayur Vihar, Preet vihar.
Chennai-Purusalwalkam, T nagar Anna nagar, Tiruvanmiyur, KK

Nagar, Velachery Pondy Bazaar, Besant Nagar
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Pune-Khadki market, Aundh road, Chefekar chowk, Sangvi

Fergusson road, MG road, East Street, Koregaon Park
Mumbai- Santacruz, east Elco market, Chembur, Diamond

garden Link road, Bandra Dadar station, Vileparle, Irla market,
Lokhandwala Andheri
Kolkata- Gariahaat market, College souare market, Bow bazaar,

Hatibagan market, Lake Market, Netaji nagar, Sakher bazaar, Pal
bazaar
Ahmadabad- Nehrunagar circle, Iscon road, Thaltej Gurukul,

Helmet circle, Law garden, CG road, Shivranjanani road
Hyderabad- Ameerpet Medhipatnam, KPHB colony, Sindi colony,

Borabanda Motinagar, Begum Pet, Malapert
Bangalore- MG road, Chinnaswamy, GPO junction, Gandhi nagar,

market Rajaji nagar Malleshwaram, Ulsoor lake Jay nagar, Ganga
nagar
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4.2.5 Outdoor Hoardings: Hoardings are displayed on the top

of Apollo and many other places on which information related BHB
is given which is clearly visible to all from far away places.
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4.2.6 E-Mails and SMS’s- www.billionheartsbeating.com is

designed for the people to take pledges on the net and can share
their ideas and views that what they know related to heart
diseases. This web application is specially designed to inform the
people about the problems arise due to heart diseases.
A standard reply is sent to the people in response to the pledge taken then further
heart related information are send on their E-Mail ids with in a spam of 24 hours.
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Email reply
Thank you for writing to us. Your email is important for the battle against
heart disease. We will get in touch with you shortly.
Billion Hearts Beating Team
info@billionheartsbeating.com and asktheexpert@billionheartsbeating.com

are the E-mail ids which are also created for the people to ask for any
specific information.
SMS-
 Push SMS – 3, 00,000/city is sent to all the people around 8 cities.
 SMS BHB to 58888 and the sender will receive an automated reply.
SMS Reply
 Thank you for your message. The battle against heart disease needs
your support. We will get in touch with you shortly.
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List of some of the pledges to be taken on the websites are as follows:
• I pledge not to dive into every big bag of chips I see.
• I pledge to have my morning coffee without a cigarette.
• I pledge to get eight hours of sleep.
• I pledge to attend my yoga classes more regularly.
• I pledge not to take work at home
4.2.7 . Posters, standees, sun boards: these things are used both for the
inside and outside promotion purpose which are very much useful in giving
information to the people and motivate them to take pledge and tell them to
ask others for the same.
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Posters to be used:
Standees are to be displayed in all the major sites in or around Apollo and
also on all the major areas.
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Sun boards are pasted on the different working areas in all the Apollo
hospitals and near by places. Special bus shelters areas and parking lots are
also covered for the information.
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4.2.8 Call center: Special outgoing call service facility is also started for
BHB. Calls are made on 60601066 and then call gets connected to the
concern person regarding information or any other advice or help.
4.2.9 Special effort from the hospital side: various ACOP camps are
organized in various cities and free heart check-ups and advice is given
to the visitors. A separate data Is maintained for those people and calls
are made for the response.
4.2.10 Promotional vans: special vans with BHB posters are roaming in all
the nearby places especially for the promotion purpose.
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4.2.11 Partnership – In this different departments and areas are

covered and promotion work is done. Tie-ups will be done
with :
• Apollo Munich- all the E Mails and data will be sent to

their data base and web links and then further replies are
made.
• Pharmacy- promotional activity will be supported by

posters, standees and flyers.
• Clinics – porters, standees, flyers and graffiti walls are

used
• CII- graffiti walls, standees and flyers are used for

promotional activity
70 | P a g e
5.0 LIST OF PATIENT DATA:
5.1 DAILY UPDATED REPORT OF BHB
DATE PLEDG FACEBB MAIL MAIL SMS STAT

ES OK AT AT REPLY COUNT
INFO ASK S ER
THE
EXPER
T
30/4/1 2183 200 46 12 217 4840
0
1/5/10 87 20 30 15 154 260
3/5/10 67 35 32 23 76 248
4/5/10 30 12 34 18 88 245
5/5/10 35 9 41 17 53 345
6/5/10 15 7 45 23 65 321
7/5/10 36 6 62 15 77 563
8/5/10 54 12 54 25 87 332
10/5/1 56 14 34 22 67 431
0
11/5/1 38 12 56 21 56 231
71 | P a g e
0
TOTAL 2601 329 434 191 940 7816
5.2 PATIENT CALL DATA:
S
Name of The Age/Gend Mobile
N Query Outcome
caller er Number
o
99100520 Asked for health Sent on mail

1 Mr. Subhodh 37/M
26 tips for heart id
Campaign
Information
99104446 Not clear about
2 Mr. Manoj 42/M Provided,ask
41 campaign
ed to take
pledge.
Requested to
Mrs. Archna 95821188 No query SMS sent
3 42/M take pledge
Anand 75 impulsively
at website
Campaign
information
98992665 General awareness
4 Ms. Karma 22/F provided,ask
45 about campaign
ed to take
pledge.
72 | P a g e
Requested to
98113043 No query SMS sent
5 Mr. Aman 28/F take pledge
04 impulsively
at website
Pain in left side of Recommend

heart may be ed apollo
98911418 gastric.also have heart check
6 Mr. Gurpreet 38/M
11 high cholestrol followed by
levels,taking doctors
atorvastatin. advise
Requested to
7 Mr. Jatin 27/M take pledge
77 impulsively
at website
Information
on apollo
99582903 Asked for free
8 Mrs. Sarika 30/F camp on
64 campaign
15th may
provided.
What else Information
98110797 campaign is provided on
9 Ms. Mehek 23/F
72 providing except free heart
awareness camps.
Requested to
Mr. Yashpal 98100650 No query SMS sent
10 55/M take pledge
Chauhan 92 impulsively
at website
99990162 Sent on e-
11 Mr. Amit 40/F Asked for diet plan
24 mail id
Information
Mrs. Monica 98713305 Asked about camp provided on
12 38/F
Bhatnagar 18 activities free heart
camps.
Information
provided on
Mr.Ram Gopal 91364747 Asked for free apollo camp
13 58/M
Aggarwal 07 check up on 15th
may.Register
ed
73 | P a g e
Apollo health
Stroke patient
check and
98710845 wanted to know
14 Mr. Gracian John 61/M consultation
80 permanent
recommende
treatment.
d.
Asked for
98110964 Information
15 Mr.K.K Sood 64/M campaign
14 Provided
information
Asked for
97117712 Information
16 Mr. Atul 26/M campaign
22 Provided
information
Requested to
17 Mr. Pranay 20/M take pledge
34 impulsively
at website
Complained that
complaint
98990191 billionheartbeating.
18 Mr.S.K Mittal 50/M reported in
12 com not
department.
responding
74 | P a g e
RECOMMENDATIONS:
The recommendations that are noticed by me during working time

on my project for the duration of 3 months are only for the help of
the organization for their future purpose. The recommendations
are as follows:
1. To maintain a regular and updated data of the camps and
patients for the future use.
2. To give more emphasis on the internal promotion and
branding of the project to be started.
3. To maintain a clear and illustrated data of all the other useful
items such as pan cards numbers, PPN forms etc.
4. Try to generate ideas from the lower level staff by regular
interacting with them as these new ideas will be helpful in
generating a good business.
5. Regular contacts with the patients may help in knowing their
problems and help in solving them.
6. As there are many gaps between the customer expectation
and service delivered so try to reduce that gap as much as
possible.
75 | P a g e
7. Services can be further recognized according to the needs of

the patients and appropriate package should be given to the
needful.
REFRENCES:
AUTHENTICATED SITES AND LINKS
• www.apollohospitals.com
• www.google.com
• www.wickepeadia.com
• www.billionheartsbeating.com
• info@billionheartsbeating.com
• www.pepsico.com
AUTHENTICATED BOOKS AND MAGZINES:
• KOTLER & KELLER Book on Marketing
• BUSINESS RESEARCH METHODS BY Donald R. Cooper,

Pamela S. Schindler
• RESEARCH METHODS IN BUSINESS STUDIES, by

Pervez N. Ghauri
76 | P a g e
• PAMPHLETS AND BROUCHERS OF APOLLO

HOSPITALS.
GLOSSORY:
JCI: Joint Commission accreditation
CSR: Corporate Social Responsibility
BHB: Billion Hearts Beating
SACH: Save a child’s heart
CURE: cancer care by Apollo hospitals
DISHA: a distance health care advancement
SAHI: society to aid the hearing impaired
ACCE: Apollo cardiac course in emergency
ACOP: Apollo cardiac outreach programme
77 | P a g e
78 | P a g e

My Final Report

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My Final Report

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FINAL PROJECT REPORT

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF

MAHARAJA GANGA SINGH UNIVERSIT

In pursuit of an MBA program, Summer Internship is a critical component of the

invaluable experience under the guidance of Dr Harinder S Sidhu General

My heartfelt gratitude goes to Dr Vipin Khurana (IBS-Noida) who is always

I express my heart-felt appreciation to the entire team of Apollo Hospitals for

Finally, special thanks to my family & friends who are my source of

3.0 BILLION HEARTS

PURPOSE OF THE REPORT

1.1 OBJECTIVE OF THE REPORT:

• To study how Apollo Hospitals are involved in the CSR branding.

• To study various CSR branding projects started by Apollo.

• To study the contribution of Apollo hospitals in the field of healthcare.

1.2 LIMITATIONS OF THE REPORT:

1.3 SCOPE OF THE REPORT:

• To understand the CSR branding strategies of the Apollo hospitals.

Corporate social responsibility in today modern world is very

The project BILLION HEARTS BEATING is launched to make the

In this present world everyone is busy in collecting money and

In this project we have to make a comparative study on what are

benefitted. It will give the companies a kind of

1. Figure Apollo hospital 12

17. Figure Newspapers 44

Chapter 1: COMPANY BACKGROUND

• Hospital Medical Consultancy

• Medical business process outsourcing

Apollo for over 25 years has continuously excelled and maintained

1.2 Chairman Apollo hospitals group:

Dr Prathap C Reddy: the chairman of Apollo group of hospitals is a trained

He consequently commissioned two more tertiary healthcare centers in

His projects include ‘MED-VARSITY’ a virtual medical university providing

Dr Reddy was conferred the Padma Bhushan in 1991 and Padma

Apollo Hospitals Group was established in 1983 in Chennai, India by Dr

Dr Reddy mission and values is:

“Our mission is to bring healthcare of international standards within

Apollo Delhi is the first hospital in India to be accredited by JCI (Joint

1.4 JCI accreditation

JCI accreditation is the gold standard for US and European hospitals as it

The Apollo hospitals group achieved the unique distinction of achieving

The accreditations standards are listed in the third edition of Joint

Patient centered standards:

1. Access to care and continuity of care.

2. Patient and family rights.

5. Anesthesia and surgical care.

6. Medication management and use.

7. Patient and family education.

Organizational management standards:

1. Quality improvement and patient safety.

2. Prevention and control of infections.

3. Governance, Leadership and Direction.

4. Facility Management and Safety.

5. Staff Qualifications and Education.

6. Management of Communication and Information.

1.5 EACH ELEMENT IN APOLLO HOSPITAL LOGO DEFINES ITS

• HUMAN TOUCH: Represent the tender loving care rendered to customer.

• HEALING HAND: The personalized patient care provided by hospital.

• TORCH BEARER: We the pioneer in the health care.

• LIGHT OF HOPE: Apollo lights the feel of hope in the patients

1.6 COMPANY’S FINANCIAL PROFILE:

APOLLO PHARMACIES AND CLINICS:

Set up cost per pharmacy is approximately Rs 1 million and it is estimated that

1.7 AWARDS AND ACCOLADES