MSM - UNIT 5.pdf

UNIT 5
SERVICE INDUSTRIES
MR.T.SOMASUNDARAM
ASSISTANT PROFESSOR
DEPARTMENT OF MANAGEMENT
KRISTU JAYANTI COLLEGE (AUTONOMOUS)
BENGALURU

UNIT 5
Online food provider and delivery system,
Online education programs, Concept &
Nature of Tourism; Significance & Impact of
tourism; Tourism Marketing Mix, Hotels;
facilities; the guest cycle; classification of
hotels; hospital service management, facilities;
personnel; administration; hospital service
extensions – pharmacy; Mid Wife; Marketing
the medical transcription services, Online
banking; Meaning, Functions and Online
Transactions.

ONLINE FOOD PROVIDER & DELIVERY
SYSTEM
The Food & Beverage industry has evolved drastically over
the past 5 years. From the days of free home delivery, today
the customer is willing to pay more for the convenience of
round-the-clock delivery.
An online food delivery system can be defined as software
that allows restaurant businesses to accept and manage
orders placed over the internet.
Online ordering systems generally consists of 2 main
components.
i) First is a website or mobile app for hungry customers to
view the restaurant's dishes and place an online order.
ii) Second is an admin management interface for the
restaurants to receive and manage the customer's orders.

ONLINE FOOD PROVIDER & DELIVERY
SYSTEM
The customer ordering website or app will generally have
several key requirements to function adequately. These
requirements are:
 Accessible across all devices from tablets to PCs.
 Easily search the restaurant's menu and see what is available
 Configure their order type such as delivery or pickup
 Choose when they would like to receive the order
 Make online payments via credit card, bank transfer, etc.
 Stay up to date on the status of the orders they have placed.
 View all their past orders and quickly re-order their
favourite items

ONLINE EDUCATION PROGRAMS
Online education is a form of education which is delivered
and administered using the Internet. 20 years ago, it
would've been difficult to imagine high quality instruction
delivered online, but today, in the digital age, it's become a
reality.
Now online education, or online learning, is a broad term.
Traditional education is usually considered to be on the
opposite side of the spectrum. But in many cases, elements
of both can be integrated into the course.
Let's take a look at some terms, which represent the degree
to which online resources are integrated. First we have
face-to-face learning, in which there are no online
components.

ONLINE EDUCATION PROGRAMS
Often however, instructors in face-to-face courses will utilize the
Internet to some degree to share resources and provide learning
opportunities outside of the classroom.
Online education is a flexible instructional delivery system that
encompasses any kind of learning that takes place via the
Internet.
Online learning gives educators an opportunity to reach students
who may not be able to enroll in a traditional classroom course
and supports students who need to work on their own schedule
and at their own pace.
It is a type of educational instruction that is delivered via the
internet to students using their home computers. During the last
decade, online degrees and courses have become popular
alternative for a wide range of non-traditional students, include
those who want to continue working.

INTRODUCTION
 Tourism as a phenomenon means
the movement of people both within
and across the national borders.
 It creates a demand and provides a
market for number of different
industries.
 All the economic activities involved in tourism may be
called as Tourist Industry. (Hotels, Travel & catering,
retail shops, gifts, etc.
 It is sum total of providers of tourist industries.
 It is a pleasure activity implying a use of readily
disposable incomes and one’s own free time.

Definition:
“Tourism is defined as the temporary movement
to destinations outside the normal home and
workplace, the activities undertaking during the
stay and the facilities created to cater for the
needs of tourists.”
- Mathieson & Wall (1982)
“Tourism is defined as movement of people to
different destinations having two key elements –
journey and stay, both of which come off not
within but outside the normal area / place of
domicile and work.”

The main elements of tourism are:
i) It comes into being out of movement of people to,
and their stay in various destinations.
ii) It has two essential factors, (i.e.) travel to the
destination and stay at the destination.
iii) Travel and stay occur outside the typical place
through which people travel and stay.
iv) Movement of destinations is temporary nature
and get back home within a short span of time (few
days, week or months).
v) Purposes of visit to destinations can be any apart
from residence or employment.

CHARACTERISTICS OF TOURISM
i) It is a complex phenomenon and amalgamation of phenomenon and
relationship rather than a single one.
ii) Relationship arise from movement of people to various destinations.
iii) It is different from those of resident and working places.
iv) It is non – remunerative activity. They visit to destination not for
paid work, it is part of business or vocation.
v) Movement of people is temporary and short duration.
vi) It is multi – dimensional activities like hotel, travel, tour operators,
shopping, etc.
vii) It is a service industry and engaged in job in hotels, catering,
transport, travel agency, etc.
viii) It changes ideas of people and motivates the customers.
ix) It is transformed from Mass, Rigid and Packaged tourism (MSRP)
to present neo – tourism like Flexible, Segmented and Diagonally
Integrated (FSDI).
x) It is related with long term environmental losses. (overcrowding)

BASIS OF TOURISM (ESSENTIALS)
1. Freedom to travel (govt. rules & procedures, schemes, etc.)
2. Education (formal education to be potential tourists).
3. Per Capita Income (high per capita income provide bulk of
tourists).
4. Awareness (great awareness about the places)
5. Professional Capabilities to sell pleasure travel (spend
money and time to travel for leisure and pleasure).
6. High standard of living (people spend their money and time
on holidays).
7. Price frequency and speed of transport (high speed of
transports leads growth in tourism).
8. Tourism promotion (enhance national growth of tourism,
newspaper, magazines, TV plays vital role in spreading
information about tourists place and travels).

INGREDIENTS FOR TOURISM
DEVELOPMENT
Some of the principal elements to promote tourism are:
1. Fine weather (weather conditions – ooty, shimla, etc).
2. Scenery (scenic beauty places, water falls, mountain
scenery, etc).
3. Amenities (natural amenities – beach, sea, fishing, etc. &
man made amenities – theatres, entertainment, etc).
4. Historical and Cultural factors (historical spot)
5. Accessibility (travel accessibility like air r railways).
6. Accommodation and Stay (hotel, restaurant to stay and
provide food, etc).
7. Miscellaneous factors (local guides, country visited,
currency restrictions, custom procedures, etc).

SIGNIFICANCE & IMPACT OF TOURISM
- significance of tourism is measured by way of
contribution to national income, earnings of foreign
exchange , state revenues and creation of employment.
Some of the five potential benefits from tourism are –
a) contribution to balance of payments.
b) dispersion of development of non – industrial regions.
c) creation of employment opportunities.
d) effect on general economic development.
e) social benefits arise and to a new understanding of
foreigners and foreign tastes.
“Tourism promotion is key operation to any region, state or
community development programme like agricultural,
industrial and tourism development.”

a) Economic benefits: (based on effect on production,
employment and tax revenues and it involved in various
sectors like accommodation, transport, resort areas and
other facilities.)
1.Tourism and Economic Development.
2.Tourism and National Income.
It demands for services and consumer goods as –
* construction of hotels, installation, infrastructure,
sanitation, water & power supply.
* production of food, meat, drinks and agricultural
products.
* means of transport and spare parts, finance sector,
banking, insurance and professional services.

“Total income from tourism is the product of member of
tourists per day, average length of stay in days per tourist
and average expenditure per tourist per day.”
Total Income = N * L * e
where N – No. of tourists per day
L – Average length of stay in days per tourist
e – Average expenditure per tourists per day
3. Tourism and Redistribution of National Income.
4. Tourism and International Trade.
It promotes international trade because of current
expenditures, purchase of capital and consumer goods,
import and export, international airlines and shipping
companies, monetary transfer, foreign capital investment,
interests, profits and dividends.

“Internationalism tourism is also a means of providing
foreign exchange earnings from visiting travellers to equal
expenditure by citizens who are abroad.”
5. Tourism and Employment.
6. Tourism and Tax Revenues.
Total Tax Revenue = Total annual expenditure by tourists
Multiplier % of taxes with the business generated.
7. Tourism and Public Utilities.
8. Tourism and Inland Transport.
9. Tourism and Retail Trade.
10. Tourism and Environment.

b) Socio Or Non – Economic Benefits:
i) cultural implications (E.g.) restoration of ancient monuments;
ii) aesthetic (E.g.) the preservation of beauty of landscape and safe
guarding of nation’s heritages;
iii) social (E.g.) provision of recreational facilities for health and
welfare of people and
iv) political (E.g.) improvement of international understanding
among countries.”
1. Tourism and Standard of living.
2. Tourism and Passport to Peace.
3. Tourism and International Understanding.
4. Tourism and Social Integration.
5. Tourism and Regional Growth.
6. Tourism and other factors.

TOURISM MARKETING MIX
 Tourism and Travel differs from tangible goods as it is a
base for service business.
 It depend on customer profile, attributes of tourist
destination, social factors and Government policies as
below:
Customer Profile: It includes –
 Age, Gender & Status of the travellers
 Occupation & Income of the travellers
 Psychological of the tourist
 Country of his residence
 No. of previous visits
 Travel motivation

Attributes of tourist destination: It could -
i) Be of historical importance.
ii) Have a natural resource or artistic landscape.
iii) Have an unique resource created there.
iv) Be of religious importance.
v) Be of adventurous nature.
vi) Be a shopping paradise.
Social factors: It includes –
 attitude of local inhabitants towards tourism and
 local culture and customs like music, cuisines & folklore.
Government Policies and Actions: It covers –
 policy related to public utility services (health, safety, etc).
 security arrangements made by the Government.
 taxation policy and provision of transportation.

Tourism Typology:
Criteria Type of Tourism
Direction of traffic flow Inbound, outbound
Geographic distribution International; Intra – regional, Domestic
No. of tourists Mass, Selective
Economic class of
tourists
Affluent, Budgetary
Intensity of Impact Hard, soft
Type of tourist
destination
Mountain, Desert urban, beach / Coastal,
island
Planning strategy Sustainable, Responsible Alternate,
selective, appropriate
Planning Thrust Eco, Rural, urban, Heritage, Community
involvement

Criteria Type of Tourism
Tourist Activity
perception
Blue, White, Green
Tourists Motivations Pleasure, Leisure, Recreation,
Business, Adventure, Nature, health,
Sports, Spiritual, Ethnic, Sociological,
Cultural, Wildlife, Conference &
Convention, Shopping
Tourist Demographics
i) Age ii) No. of
tourists
Young, Mainstream, Old age, Mass,
Selective
Season Summer, Monsoon, Winter
Seasonality Peak, Lean, Off
Miscellaneous Elite, Incentive, Social, Agri, Farm,
Ranch

The tourist products experienced by following components:
a) Accommodation.b) Natural and Other resources.
c) Recreation facilities. d) Services.
e) Transport. f) Food and beverages.
g) Other attractions.
Marketing Mix of Tourism:
Some of the major marketing mix aspects of tourism services
are:
a) Price b) Promotion
c) People - International Union of official Travel Organization
(IUOTO) has defined a tourist as “any person travelling for a
period of 24 hours or more in country other than in which he
usually resides.” (E.g.) pleasure, domestic reasons,
entertainment, meetings, religious, business purposes, etc.
d) Process

HOTELS
Definition:
“Hotel means an establishment held out by the proprietor as
offering sleeping accommodation to any process presenting
himself who appears able and willing to pay a reasonable sum
for the services and facilities provided and who is in a fit state to
be received.
A hotel classified as commercial establishment providing guest
services based on –
a) Luxury hotels or
b) Budget hotels.
In some hotels, services is provided for middle class families for –
* Conventioneers.
* Business groups.
* Special weekend events and families.

Hotel Classification factors
Function
(E.g.) Meeting an
convention
Price
(E.g.) Budget or
Luxury
Location
(E.g.) City Centers
Market
Segment
(E.g.) Leisure
travelers
Design
(E.g.) Exterior /
Interior design
features
Destinctiveness
of property
(E.g.) All suit
hotels
Rating
(E.g.) 5 star hotels
Staff to room
ratio
(E.g.) 1 staff
servicing 2 rooms
Hotel Size
(E.g.) No. of rooms

The following chart shows types of accommodation used by
travelers and their characteristics:
Name Characteristics
City Centre Hotels This is located within heart of a city
Suburban Hotels It is tend to be smaller properties
usually pride full – service.
Airport Hotels These are designed especially to
accommodate air travelers and
offer a mix of facilities and
amenities.
Highway hotels or motels These are designed for overnight
stays for travelers and offers basic
facilities.
Convention hotels These hotels provide large quantity
of rooms, provide meeting,
function space, 24 hour service, etc.

Commercial Hotels These are located in downtown areas and smaller
than convention hotels.
Resort Hotels These hotels located in picturesque, sometimes
remote settings and travel long distance to
resorts.
Spa Hotels These are located in result – type settings or as
part of city spa hotels. It include fitness, yoga,
weight measurement, therapists, etc.
Casino Hotels They have gambling operations which are major
revenue centres and provide live entertainment.
All suite hotels Guest rooms in this hotels are larger than normal
hotel room with separate area for working,
relaxing, sleeping and kitchen set up.

Boutique hotels It differentiate themselves from traditional
hotels. These are known as design hotels,
varies in different look and feel.
Timeshare or Vacation
ownership
This is a type of shared ownership where a
buyer purchase right to use property for a
portion of each year.
Historic conversion hotels These properties have historic significance
and established as hotel to retain their
historic characters.
Extended stay hotels These properties cater to customers who stay
for an extended period and offer full
services.
Hostels They are very cheap accommodation with
sleeping arrangement and self – catering
facilities.

Bed and Breakfast inns They are usually family – owned, rent our
rooms to overnight customers. It provide
assistance regarding direction and information
regarding local area.
Guest houses It is similar to bed and breakfast inns range
from low budget rooms to luxury apartments.
They tend to be like small hotels in bigger
cities.
Cabins They are bedrooms on a ship or train for
passengers.
Villas or Chalets
(usually found in skiing
and beach resorts).
They are self – catering accommodation in a
private bungalow, usually rented to prestigious
or renowned customers.

Special Hotels Worldwide:
Some of the special hotels located in different countries are:
1. Capsule Hotels:
- this hotel is originated in Japan which provides small and
‘bed-only’ cabinets for guest with size of 2m X 1m X
1.25m for cheap accommodation.
- services and facilities are limited.
2. Ice Hotels:
- it is mainly built by using snow and ice.
- 1st ice hotel located in Sweden, followed by Canada,
European countries to attract visitors.
- this hotel is temporary and in nature and rebuilt by artists
and designers in different seasons.

3. Cave Hotels:
- it is found in Turkey and originated from residence for people
in old times who stayed in caves to avoid disturbance and attack
of wild animals.
- different hotels which attracts visitors who like to experience in
deep culture and tradition of host countries.
4. Tree House or Treetop Hotels:
- this is located in countryside, especially in forests.
- it is build in harmony with trees which follow building method
of native tree houses. (jungle walk, nightlife animal tour). Tree
house hotels are in Costa Rica, Kenya, Brazil.
5. Underwater Hotels:
- hotels associate with water contributed to development of
innovative hotels with rooms under water.
- hotel guest required to have a diving certification and dive in
order to get into their rooms. (E.g.) underwater hotel in

Organization of Hotel Department and their functions:
- it is necessary to understand the structure of hotels in order
to get an overview of how organization fits together.
General
Manager
Resident
Manager
Rooms
Division
Engineering
Security
HR
Food &
Beverag
e
Sales &
Marketin
g

2. Functions of Major hotel departments:
a) Engineering b) Security c) Human Resources
d) Food and Beverage e) Sales and marketing g) Accounts
Types of Hotel Guests:
It can classifies according to –
i) Trip purpose – pleasure of business travellers.
ii) Numbers – independent or group travellers.
iii) Origin – local or overseas travellers.
1. Leisure travellers
2. Corporate Business
3. Free Independent Travellers (FITs)
4. Group Inclusive tours (GITs)
5. Domestic Tourists
6. Conference Participants
7. Very Important Persons (VIPs)
8. Incognito

GUEST CYCLE
 Front office employee must aware of guest services and
guest accounting activities at all stages of guest stay.
Guest Cycle divided into four main stages:

HOSPITAL SERVICE MANAGEMENT
Effective Hospital Management:
Some of the basic principles for all hospital management are:
1. Division of work.
2. Authority and responsibility.
3. Unity of command. 4. Unity of direction.
5. Centralization of authority. 6. Scalar chain.
7. Orderliness. 8. Remuneration.
9. Stability of tenure. 10. Discipline.
11. Delegation.
12. Sacrifice their self interest.
14. Subordinates should be treated without any bias.

MANAGERIAL ACTIVITIES OF A HOSPITAL
The following activities are common to management of all
hospitals:
1. Determination of goals and objectives.
2. Facility and Programme planning.
3. Financial management.
4. Personnel management.
5. Coordinating Department operations.
6. Programme review & evaluation.
7. Public and community activities.
8. Health industry activities.
9. Government related activities.
10. Educational development.

HOSPITAL FACILITIES / SERVICES
 Organization should provide variety of medical and related
services on professional lines for successful marketing of
hospital.
 It should provide both medical and other related services.
 New technology, new bio – medical equipment and
apparatus should be used.
 Treatment process should be changed and whole health
process should have new dimensions.
 Physical units in hospitals are considered as goods and
services and consumed instantaneously.
 Hospitals include both services and physical goods and
variety of services.

Following are the services that are observed in
hospitals –
 Occupational medicine.
 Physical services in diagnostic centres.
 Emergency services and Heart services.
 Emergency health care services.
 Hospice care services (rest room for ailing old
people)
 Mother – baby care service.
 Rehabilitation service and Psychiatric service.
 Cancer care service and Catering service for
patients.

Hospital Services / Facilities
Core Services Supportive
Services
Ancillary
Service
1. Emergency
• Out patient
• In - patient
2. Intensive Care
3. Surgery
operations
1. Registration
2. Record store
3.Transport
(Ambulance)
4.Mortuary
5.Engineering
6. Security
7. Hospital
maintenance
8. Hospital waste
maintenance
1. Radiology
2. Laboratory
3. Nursing
4. Catering
5. Sterile
6. Laundry
7. Dietary
8. Blood bank

PERSONNEL ADMINISTRATION
The three main categories of hospital administration are:
a) Medical Staff – it includes expert physicians and surgeons
and duty doctors.
b) Para – medical staff – it includes nursing staff, laboratory
heads who are generally specialized people in particular
activity such as radiologist, laboratory Analysts, etc.
c) Administrative Staff – it consists of Hospitals directors,
General Manager, Front Office staff, Hospital
Maintenance staff, Engineers. Technicians, Plumbers and
other subsidiary staff.
HRD Manager who is called Vice – Chairman – HRD or
Director – HRD is in charge of staff administration and
assisted by qualified staff.

Some of the major issues in personnel administration are:
 Hospital Staff Recruitment, Placement and Training.
 Patient – Staff relationship.
 Management of time is a key factor in hospital
administration.
 Medical staff and para – medical staff relationship.
 Compensation management of hospital staff.
 Problems of working in shifts and related staff issues.
 Over – time working.
 Week – end work and Drug abuse.
 Stress issues of employees and Sexual harassment.
 Financial liability for acts and misconduct of its employees.
 Risk management issues.

Hospital Personnel
Medical Para - medical General
Administration
1. Physicians
2. Surgeons
3. Duty Doctors
1. Director / Registrar
2. General Manager
3.Engineering Staff
4. Workers in each
division.
1. Nursing
2. Lab Technicians
3. Miscellaneous
Services

 The objective of HRD is to improve continuously the
performance and productivity of health workforce.
 Educating health personnel is best management tools for
improving workforce performance.
 Improved performance will ensure the quality of health
care service which is cost effective and high standard.
 Hospital personnel have to work in harmony for providing
a good patient care.
 Misconduct of employees results in bad image for hospitals
and cause severe damage also.
 Every hospital should have special care towards patient
who are vulnerable to violence, abuse, theft and other acts.
 Handling of patients includes some background screening
by hospital authorities.

The background screening are:
- examine the personal profile of applicant to determine
that person’s honesty quotient.
- develop an effective screening programme taking a fresh
look at existing approaches.
- investigate the applicant’s background completely.
Some other damages that cause to administration are:
i) Theft. ii) Embezzlement iii) Property damage
iv) Sexual harassment vi) Financial losses
vii) Time wasted in recruiting, hiring and training.
 Hiring quality people for every segment of hospital,
administration focus on day to day operations will be
effective.

 Administration staff will be wrestling at all levels to provide best
service to them.
 There are jealous workers, violators, etc for disturbing
administration in own way.
 All the issues related to people should solve by HR department.
 Superiors from each department will handle this people, also
guiding, counseling, mentoring them.
 HRD executive and department should adopt “Management
Information System” (MIS) to be updated with latest
information.
 Departmental executives should develop good network with
peers and supporting personnel.
 Hospital administration should work with certain amounts of
ethics, compassion and liberal outlook.
 Personnel – both medical and administration should develop
compassionate approach and positive attitude.

HOSPITALS ADMINISTRATION
Board of Governors
Head – Chairman / President
Chief Executive Officer (CEO)
Services Finance Marketing Maintenance
General
Manager
General
Manager
General
Manager
General
Manager
OPD IPD
Surgery Nursing
Working
staff
Field
staff
Engineering
& Other staff

Activities Services
Hospital
Departments
Out – patient department, surgery, Opthalmic,
Gynecology, General Medicine, Orthopedic,
Paediatric, Nursing, Pharmacy, etc.
Ancillary Services Room, board, medical nursing services
provided to patients in course of care. Services
like laboratory, radiology, pharmacy, physical
therapy, etc.
Financial
Management
Management of hospital funds &
responsibility.
Communication
System
Transmission of message to staff and patients.
Distribution System Systems for delivering hospital supplies, food,
laundry, etc.
Information System Integrated computer assisted systems designed
store and retrieve information.

Activities Services
Shared Services Co-operation amongst hospitals to share services
such as pharmacy, laundry, data processing, etc.
Shops Stores located in hospitals selling requirement of
patients, staff and visitors.
Library Information centre to serve the needs of medical
staff.
Materials management Management of all procurement distribution,
equipment storage supplies storing and logistics
management.
Medication System Overall system, traditional or automated to provide
medication to patients. Activities like handling of
physician’s order, filling the medication order,
transfer to nursing and patient handling activities.
Product Line
Management
Managing control system for structuring health
care delivery strategies around case types or
specific clinical services.

The administrative aspects to be taken care are:
 Appoints and Schedules.
 Constitution and bylaws.
 Organizational decision – making.
 Fee structure and schedules.
 Governing Board issues and HR Practices.
 Marketing aspects and financial issues.
 Service Innovations and Mandatory programs.
 Public relations and Time Management.
 Program Development and Monitoring.
 Safety Management and Quality Management.
 Patient Identification Systems.
 Risk Management.

 Hospital administration has to be taken as a separate
programme.
 The key factor influences hospital administration besides quality
services, is sales and marketing business practices.
 Hospital administration is a behind the screen operation and is
not visible like the work of doctors and nurses.
 Management performs jobs such as keeping corridors clean,
maintaining instruments and equipment, attending patients
needs and complaints, developing good public relations.
 Good hospital administration involves following aspects other
than regular health care activities:
 Sales and Marketing control assessments.
 Operational & Regulatory competence assessments.
 Litigation advisory services.
 Forensic accounting and damage analysis.
 Corporate (Hospital) integrity agreements and Legal aspects.

HOSPITALS SERVICE EXTENSIONS
“Service Extensions in hospitals means rendering Medicare
services out of campus with the assistance of NGO’s like
that of Rotary International.”
(E.g.)
i) Conducting Eye camp outside hospital to provide expert
service to needy people of weaker sections.
ii) Family planning camps, tele – medicine, medical aid
given to patients who are away from hospitals.
 Service Extension also provides supporting service like
pharmacy, nursing, medical research, etc.
 Hospitals and experts in association with NGO’s conduct
frequent free health care camps outside the hospitals as a
social responsibility function.

Pharmacy:
Purchase of drugs and maintaining a satisfactory inventory
of drugs, chemicals and biological accounts for a
substantial amount of money.
 20% of hospital costs (i.e.) more than half of material
budget are accounted for by medicines and pharmaceutical
supplies.
 Availability of right drug at required place at right time is
key to hospital’s existence.
 A well – qualified pharmacist in charge providing it with
all services listed under function of pharmacy.
 Pharmacy unit in hospitals serve the patients by supplying
appropriate and adequate medicines.
 “24 hours Pharmacy Center” is available through out the
day to serve needs of patient.

 Pharma units in hospitals stock life saving drugs, latest
medicines, auxiliary medical equipments.
 The objective of these centers is to provide speedy service
to needy patients.
 Health is a fundamental human right and proper quality of
medicines and service by pharmacists help to fulfill that
obligation.
 Rational use of drugs means right drug, right dose and
right duration.
 Delhi Society for Promotion of Rational Use of Drugs says
that only 50% of patients take medicines, because of lack of
instruction provided with prescriptions. Low literacy and
poor dispensing practices.
 Every PHC should have stock of basic drug and medicines

Every taluk hospitals have full fledged stock point of
pharmaceuticals managed by trained by pharmacists.
WHO has clarified the role of Pharmacist in Health Care
System:
 they should take part in health programming campaigns
on drug related topics, rational use of drugs, alcohol abuse,
organic solvent abuse, drug use during pregnancy,
tuberculosis, HIV / AIDS and family planning.
Taluk Hospitals
Public Health Centers Primary Health Units
Male –
Junior
Health
Assistant
Female –
Junior Health
Assistant
(Midwife)
Male –
Junior
Health
Assistant
Female –
Junior Health
Assistant
(Midwife)

Functions of the Pharmacy:
1. Provisioning purchasing, storing and distributing drugs,
medicinal preparation, chemical and pharmaceutical items.
2. Ensuring potency and quality of drugs during their storage in
hospital.
3. Dispensing prescriptions to inpatients and outpatients, making
preparations to used in prescriptions.
4. Maintaining information regarding quality, cost and sources of
supply of all drugs, chemicals and other items.
5. To investigate pharmaceutical problems arising in use of
medications.
6. Ensuring adherence to laws, acts, rules and regulations
applicable to pharmacies.
7. To promote economy in use of medicines and establishing
accounting procedures.
8. To keep a watch on adherence concerned to hospital formulary.

Drugs and Therapeutics Committee is responsible for
–
a) Preparing hospital formulary of accepted drugs for
use in hospital.
b) Selection of suppliers and manufacturers of drugs.
c) Acting as an advisory group on matters pertaining
to choice of drugs to be stocked.
d) Framing of overall policy of pharmacy service for
information of all concerned and monitoring its
implementation.
e) Considering of preliminary budget for pharmacy
f) Development of drug information system.

Location and Layout of the pharmacy stores:
- location is important needs to serve both inpatients and
outpatients.
- multi stored building, location of lifts, location of main
stores and arrangement of wards, etc.
Pharmacy department requires space for –
 Dispensing counter.
 Cash counter.
 Drug storage including dressings.
 Cool and Cold storage.
 Administrative office.
 Circulation space.
 Space for compounding and bulk preparation.

Nursing (Mid Wife):
 Concept of “Midwife” in hospital services is considered as
a para medical service.
 It is crucial factor in hospital administration and only
nursing care that cures the patient at faster rate.
Many time patients disturb them more and it takes long time
to cure disease.
 In case of child birth for women, mental and physical
strength is essential and it is provided by medical and para-
medical staff, which is major role of midwife.
Concept of Midwife:
 It was referred to a female expert who was attending to
child birth process.
 She provides support during labour and delivery,
supervising the women and child after birth.

 The term midwife meaning “with a woman”, first recorded
in 1300.
 She had specific training in care of pregnant patients and
delivery of babies.
 She provide continuous support to women with
uncomplicated pregnancies during pregnancy and labour.
 She focus on working with woman to reduce risk for
complications and needs of the family.
 They pay special attention to the cultural values and
personal preferences of women in their care.
The continuous presence of midwife during labor can reduce
–
 Length of labour and Need for pain medication.
 Likelihood of forceps or other operative devices during
delivery and Possibility of cesarean delivery.

Nurse-midwives (NM’s):
- this are registered nurses who have completed accredited
midwifery programs and they are called certified nurse-
midwives (CNM’s).
- they can write prescriptions and provide variety of care
like care after birth, diseases prevention, family planning
assistance, gynecological exams, health maintenance
counseling, newborn care, etc.
- they are collaborate with physicians, especially
pregnancies, to provide health care resources.
- the philosophy of nurse-midwifery is to provide health
care to women, acknowledging and respecting their needs.
- they encourage patient education, active participation,
clear communication between provider and woman.

Role of Midwife in Public Health:
- it is importance in administering public health
programmes.
- it is now called ‘Junior Health Assistant’ responsible for
Health Surveillance, Pre-natal and Post-natal care, child
health care, etc in village.
- Govt. of Karnataka trains the SSLC passed candidates in
basic health care administration in villages.
- all district centers have kind of training centers and they
will be posted to PHC’s across state as “Junior Health
Assistant” and every PHC’s will have 4-6 midwife’s.
- midwife’s collects information about no. of pregnant
women, administers various types of injections to pregnant
women before birth of child, assist the doctors, etc.

Nursing:
Nurses provide extensive help to physicians caring for
patients recovering from an illness or accident. They play
various roles to ensure hospitals run smoothly and
profitably.
 It encompasses autonomous and collaborative care of
individuals of all ages, families, groups and communities,
sick or well and in all settings.
 It includes promotion of health, prevention of illness and
care of ill, disables and dying people.
 Demand for nurses is constantly increasing as the health
problems are increasing.
 There is an increasing demand for homecare nursing and it
has greater demand in international market also.

Functions of nursing services:
a) To assist the individual patient in performance of those activities
contributing to his or her health or recovery that she should perform.
b) To help and encourage the patient to carry out the therapeutic plan
initiated by the physician.
c) As a member of health team, to assist other members of the team to
plan and carry out total programme of care.
Roles played by nurses:
i) To provide sufficient care for patients to make them feel
comfortable while in hospital.
ii) They assign duties to other nurses, setting work shifts for each
employee and ensure that nurse is properly trained.
iii) It provide general information to help the patients and their
families understand what they are experiencing.
iv) Nurse is a doctor’ best friend and help them during time of
operations and emergencies.

Medical Transcription (MT):
 It is accurate and swift conversion of medical records
dictated by doctors or other medical professionals, into
electronic form.
 It includes patient history, reports, clinical notes, operation
reports, medical recommendations, psychiatric relations,
laboratory reports, etc.
 Nowadays, doctor leaves his message in toll free number
that is converted and recorded in server and transcription
unit logs in to server and downloads the material.
 Specialized word processing packages are used for medical
transcription include a medical dictionary for benefit of
person during conversion.
 Dictation speed, medical terminology, English knowledge
is necessary for accessing the medical transcription.

 It is an IT solution for handling health care activities of
doctors.
 It is boon in hospital administration as it save times to doctors
to para medical staff.
 It is one of the fastest growing fields in health care and
demand in Western countries.
 The process of MT involves receiving dictation by tape, digital
system or voice file, using ear phones and word processing
system.
 The documents they produce include discharge summaries,
history and physical examination reports, operative reports,
consultation reports, progress reports and referral letters.
 To understand and accurately dictated reports, medical
transcriptionists understand medical terminology, anatomy &
physiology, pharmacology and treatment assessments.

 It must comply with specific standards that apply to style
of medical records, in addition to legal and ethical
requirements to keep patient information confidential.
 The process of medical transcription is transferring this
information using word processing.
 It range from small, one-person home-based business,
high tech corporations which employ transcriptionists.
 It is new concept in India, but some companies can’t
survive due to lack of proper training and understanding of
this process.
 The success of the surviving companies proves that
Medical transcription can hold a vital link in altering the
Indian Job scenario.

Marketing of Medical Transcription:
 Hospital administration searched for experts to outsource
this activity.
 Doctors take dictation from them and to convert them into
case sheets.
 The cost of outsourcing activities became expensive.
 The time zone difference between US and India proved to
be a significant factor and give rise to development of MT
market in India.
 It is a service activity and this service is generated and
consumed simultaneously.
 Marketing of these services involves marketing mix such as
Price, Promotion, People and Process.

 Pricing of activity is determined by free play of
demand and supply of activity and it depends on
efficiency level of Indian service providers.
 Promotion is the activity is a reciprocal one, both
service providers and service receivers adopt their
own promotion policy to provide best services.
 Element of place is between US and India.
 People involved in activity are service providers
and service seekers and should have tolerance to
translate as health of patient is critical factor in
activity.
 The marketing of MT can be successful in IT
solutions are efficiently adopted.

Online Banking
A system of banking in which customers can view their
account details, pay bills, and transfer money by means of
the internet.
 The remote delivery of new and traditional banking
products and services through electronic delivery channels.

Types of Online Banking :
1. ATMs:
2. Internet Banking:
3. Mobile banking:
It done in 2 ways –
a) Mobile vans with or without computerized banking
system:
b) ATM on ship or airliner:
4. Tele – banking:
5. Doorstep Banking:
The service offered at doorstep of customers are –
* cash and instruments pick up. Delivery of demand drafts.
* delivery of cash against cheques received at counter.

Due to risk in doorstep, it is important that –
i) Bank enters agreement with customer that no financial or
legal liability attach to bank.
ii) Bank should prominently indicate on brouchures about
door step banking charges.
iii) Service is available only for KYC.
iv) Service is offered at either office or residence.
The delivery process of doorstep banking includes –
a) Cash collected from customer must acknowledge by
receipt.
b) Cash collected should be credited to customer’s account.

ONLINE BANKING Services
Payment of Bills.
 Transfer of Services.
Credit Card Payment.
Balance Enquiry.
Recharging your prepaid phone.
Shopping.
Reservation of Tickets.
 Demand Draft.

Process of Online Banking
Step 1: Make sure your computer is connected
to the Internet.
Step 2: Go to your bank’s website.
For security reasons, don’t click on a link to your bank sent to
you in an email – emails with links to fake websites are a
classic ploy of criminals trying to steal your identity.

Step 3: Once you’re on your bank’s website you’ll see a
button or other icon labelled ‘Log on to Internet banking’ or
something similar (the terminology varies from bank to bank)
Click on this icon. It will take you to a login page.
Step 4: Login to your Internet account.
- It generally requires you to enter your registration number
or login ID.
- You will also have to enter your
password – either by typing it in, or by
clicking on letters and
numbers onscreen.

Step 5: Once you’ve got online access to your accounts you’ll see
the different types of transactions that you can perform. Usually on
the left side of the screen there will be a list of functions. Click on a
function to open it.
(E.g.) if you want to transfer funds, click on the button or icon
labelled ‘Transfers’ or something similar. You’ll need to
complete the required data.
Remember – make sure that you have the right
BSB (Bank State Branch ) code and account number for the
beneficiary of the transfer, as this is the information that the
bank will use to process the transfer.

Step 6: Once you’ve finished your Internet banking,
be sure to log out from your account.
- Most banks also have in place a ‘time-out’ feature,
which means that if you’re inactive for a certain
period in your Internet banking session, you’ll
automatically be logged out.

Advantages of Online banking:
1. Round the clock banking
2. Convenient banking
3. Low cost banking (service)
4. Profitable banking
5. Low cost banking
(establishment)
6. Quality banking
7. Speed banking
8. Service banking
Hurdles in online banking
services:
1. Start – Up cost.
2. Training and
Maintenance.
3. Lack of Skilled personnel.
4. Security.
5. Legal issues.
6. Restricted client and
Technical problems.
7. Restricted Business.

Online Banking Transfer Function:
“Remittance means sending or remitting of money from
one place to another place. Money can be sent either
physically or by an order in writing. Physical transfer of
money is called as cash remittance while later is called as
non physical transfer of funds.”
a) Intra bank transfer: The transfer of funds -
i) by a customer from one branch to another branch of
same bank in his own account.
ii) by a customer from one bank branch to another branch in
someone else’s name known as intra bank transfer.
b) Interbank transfer:
- transfer of funds from one customer to another when both
the banks are located at same center done by free of cost.

c) Cross border funds transfers:
- remittance of funds may happen between two banks
located in two different countries.
- it involve foreign exchange and such transactions are
governed by foreign exchange regulations of transferor and
transferee countries.
- international agencies like SWIFT (Society for Worldwide
International Financial Transfer) are used for safe, secure
and speedy transfer of funds electronically.
Methods of fund transfer:
i) Mail transfer
ii) Telegraphic transfer
iii) Electronic transfer
iv) Bank draft

Cards:
- there are several cards issued to customers to facilitate
banking activities.
- cards are in plastic.
- holder name & unique no, expiry date will be on card.
Cards are –
a) Smart Card – cash card or electronic pursue, which is pre
– paid card with option for giving debit or credit.
The various functions of card are – draw cash, check
statement, quick and easy payment, fund transfer, etc.
b) Credit Card – it is an instrument of payment which allows
its holder to buy goods and services on credit and pay at
fixed intervals through card issuing agency.

Features of Credit Card:
- allows its holder to buy goods and services on credit.
- guarantee payment to vendor against sales voucher.
- name and unique no embossed on card.
- holder pays for credit at fixed intervals without
interest.
- it is used for purpose of obtaining cash from branches
of issuing banks.
Process of credit card operations:
- customer applies to bank and gets card.
- bank and vendors enter into agreement for credit and
payment.

- customer makes purchases and signs on sales voucher.
- vendor send detailed vouchers to bank.
- bank settles the claims of seller.
- bank send detailed credit information to customer.
- customer makes a payment for purchases.
Benefits:
- cardholder no need to carry large cash for purchasing.
- helpful in emergency, enjoys 3 weeks of free credit.
- cardholder enjoys credit with minimum formalities.
- he has convenience for making single payment for
multiple purchases.
- statement of expenses sent by bank act as proof of
sending.

c) Debit cards – it is also a payment card used to obtain cash
form ATM, goods and services automatically debiting
deposit account of customer.
Advantages:
- save customer from risk.
- quick and easy method of transacting purchases.
- used to withdraw cash.
- it is limited to availability of funds in customer’s bank
account.
Types of Debit cards:
i) Debit cards with PIN (personal identification No) issued by
master card in association with citi bank.
ii) Signature based debit cards being issued by VISA
International in Association with HDFC bank.

d) SWIFT – it allows members worldwide to exchange
information among each other electronically and its service
are effective, reliable and secure.
- it transmit messages through high speed communication
channels.
- Computer based terminal (CBT) installed at Overseas
branch, Mumbai and 27 public sector banks are members
of SWIFT.
e) Home banking – it is extended version of tele banking
where customer is able to access his branch account from
his home.
- online banking facilities including normal transaction can
handled with this arrangement.

Electronic Fund transfer – money transfer services from one
account to another account both intra and inter through
electronic mode.
- it is improvement over other existing money transfer
instruments like Demand drafts, mail transfer, etc.
The EFT operates in –
- customer file EFT application and provide details of
beneficiary like his name, bank, address, account no.
- remitting bank sends a duplicate EFT application to its service
branch.
- service branch prepares EFT data file in software provided by
RBI.
- vouchers / files are sorted bank wise in RBI centres on Day 1.
- receiving bank credits beneficiary account on Day 2.
- acknowledge of receipt along with confirmation.

g) Real time gross settlement (RTGS) – interbank fund
transfer classified into –
i) Batch Mode (Net) System – the transmission, processing
and settlement is done for a set of transactions at particular
point of time. (E.g.) EFT system.
ii) Real time (Gross) system – gross settlement system in
which both the processing and settlement take place
simultaneously and continuously. (E.g.) RTGS.
RTGS enables fund transfer on basis to –
- minimize cost of transfer, maximize benefits.
- increase velocity of funds flow both inter and intra city.
- reduce credit risk, increase transparency of payments.
- better liquidity management.

Features of RTGS:
- it is maintained and operated by RBI.
- both processing and final settlement of fund transfer
instructions take place.
- customer message along with payment message sent to
beneficiary bank.
- transmission and processing of transaction takes place
throughout RTGS business hours.
- remitting bank supply following information on fund transfer
like name of beneficiary, account no, bank name & address,
IFSC code.
- beneficiary bank gets funds in real time.
- receiving bank is expected to credit the customer’s account
immediately.
- minimum amount that can remitted through RTGS is 1 lakh.

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