Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Mr. Adnan Ahmed, Visiting Faculty, Department of Marketing

Project Coordinator (Internal)

Muhammad Zahid - Assistant Manager (Graduate Programs)

Project Coordinator (External)

Mr. Muhammad Younus Usmani - Head of Marketing

Client

Ziauddin Hospital Karachi

Committee Member 1

Mr. Yaseen Ahmed Meenai

Committee Member 2

Mr. Adnan Ahmed

Project Type

MBA Research Project

Keywords

Strategic Revitalization, Healthcare Management, Patient Trust, Service Quality Patient Experience Brand Positioning

Abstract / Summary

Executive Summary

Overview of the Project

The main areas addressed within this report are Ziauddin Hospital’s brand, patient satisfaction and overall running of the hospital. The aim of this project is to carry out in-depth interviews and IDIs to analyze Ziauddin and find out how it can improve, build trust among patients and grow as a company over the long run. The report seeks to propose suggestions that enhance communication, how patients are looked after, branding and the way hospitals are managed. What is discovered will show Ziauddin how to organize its actions and plans to address what patients require and expect.

Key Findings and Insights

  1. Brand Perception Issues: Ziauddin’s name is known, but people do not trust it consistently. Although a lot of patients consider it trustworthy, several have complained about poor communication, little empathy and inefficient operations. Because of this, trust has decreased, and the hospital’s image has been harmed in certain circles of the community.
  2. Patient Experience Challenges: The most common pain points identified in the research include:
    • Poor Communication: Many patients said they did not get information on their progress in a timely manner which made them feel more anxious and frustrated. Because the emergency and ICU departments lacked transparency, things felt a bit messy.
    • Inconsistent Service Quality: People noted that the standards for medical treatment changed from one department to another which caused them to doubt the hospital’s skills in general. More delays in treating urgent cases were common.
    • Billing and Transparency: Statement issues seemed to be a major frustration for patients, including unclear billing of panel payments and sudden fees for additional tests and procedures.
  3. Competitive Landscape: Ziauddin Hospital is thought by some to need improvement in the care it gives and in its internal organization, as compared to top Karachi facilities such as Aga Khan, South City and Indus Hospital. Certain competitors are believed to have better service and clarity for their patients, but Ziauddin is not perceived to be as advanced as them in terms of digital interactions, how patients rate them and consistency of care.
  4. Digital Presence Deficiencies: The website and social media of Ziauddin are not very engaging or straightforward, which today’s patients often look for. Because the hospital’s website is hard to use, its costs are not clearly listed and there is not much interaction on social media, this has made the younger generation view the hospital as outdated.

Summary of the Strategic Recommendations

  1. Communication Strategy:
    • Improve Transparency: Ziauddin should update patients and their families about changes in care promptly, especially in busy and stressful places such as emergency departments and ICUs.
    • Empathy Training: All health care workers should go through training that helps them communicate better and encourage care that is empathetic and centered on patients.
    • Real-Time Patient Updates: Set up a way for patients to get instant feedback about their health through a special hospital app or platform.
  2. Digital and Social Media Strategy:
    • Revamp Online Presence: Ziauddin’s electronic platform ought to allow patients to communicate via the internet, arrange appointments and read necessary details about the hospital, the doctors and charges.
    • Active Social Media Engagement: Come up with a fun and lively way to post patient stories, interviews with doctors, health tips and achievements of the hospital on social media. Trust will be established, the hospital’s experience will be emphasized, and the brand will become more recognizable.
    • Digital Marketing Campaigns: Run focused marketing efforts that talk about the hospital’s best qualities, previous patient achievements and superior care, all to deal with the issues that patients describe in their reviews.
  3. Branding and Patient Loyalty Strategy:
    • Patient-First Branding: Highlight how Ziauddin emphasizes compassion and puts patients first instead of being seen as only a healthcare provider. To do this, the approach should be community-oriented and concentrate on personalized care.
    • Loyalty and Referral Programs: Make loyalty programs for patients who come to your clinic regularly and give them discounts or free things. Introducing rewards for referrals may help patients suggest the hospital to people they know.
    • Restore Reputation: Plan a program to fix Ziauddin’s reputation by admitting errors in the past and proving progress by highlighting upgraded care, good communication and better service.
  4. Operational Strategy:
    • Enhance Internal Coordination: Ensure departments collaborate well to cut down on long waiting times, mainly in places where many people are treated such as the emergency department. It can be achieved by setting up a good flow for patients and making sure all teams are united in caring for them.
    • Improve Staff Training: Train every member of the staff, not only doctors and nurses, to achieve the best results in caring for patients. Concentrate on bettering communication, empathy and meeting patients’ requirements.
    • Transparent Billing System: Making the method of billing transparent and the same for all helps prevent people from being confused. It should be made clear at the start how much patients are expected to pay, without ambiguity.
  5. Expansion and Service Diversification:
    • Branch Expansion: Offer services in areas where access to health care is limited to reach more people and improve accessibility. Expanding with more branches or services may be aimed at people in suburbs or heavily settled regions.
    • Diversify Services: Incorporate new services like mental health support or wellness programs, so that the hospital can respond to future healthcare requirements and build a bigger market presence.

Following these strategy suggestions, Ziauddin Hospital will raise its standard of patient care, recover its reputation and encourage loyalty in its patients. Transparent communication, care with empathy and keeping up with digital changes will help Ziauddin stay successful and competitive in Karachi’s healthcare market for a long time.

Download

Available for download on Friday, April 07, 2028

Share

COinS