Ateneo Graduate School of Business
Ateneo Professional Schools Building
20 Rockwell Drive, Rockwell Center
Makati City
Website Analysis of Competitors
(AHMC versus BHI, SLMC & MMC)
I.
Company’s Background
Asian Hospital, Inc. was organized and registered with the Securities and Exchange
Commission on December 12, 1994, primarily to operate and manage tertiary hospital and
other allied undertakings and services under the trade name Asian Hospital and Medical
Center (AHMC), located at Filinvest Corporate City, Alabang, Muntinlupa City. It has a
ten-storey facility with 258-hospital bed capacity and an independent seven-storey building
for medical offices and clinics, which is situated adjacent to the hospital and linked, to the
hospital by a sky bridge, covered walkways and an underground car park.
AHI started commercial operations on March 15, 2002. Currently, the Company had a total
of 634 employees as of December 31, 2004.
Asian Hospital, Inc. has 13 revenue generating departments namely: Radiology, Pathology
& Clinical Laboratory, Cardiac Catheterization Laboratory, Heart Station, Pulmonary,
Rehabilitation Medicine, Pharmacy, General Nursing Units, Dermatology, Audiology, Critical
Care and Emergency Services and Perioperative and Surgical cases.
The primary market or catchment areas of the Company are within a 20-kilometer radius or
thirty minutes driving time from the hospital. This would include the cities of Muntinlupa,
Las Piñas, Parañaque and the northern sections of Cavite and Laguna provinces.
The
secondary market, with predominantly tertiary care needs will come from areas within one
hour or twenty one to fifty kilometers drive from the hospital. The covered areas include
Makati, Pasay, Southern Pasig, Taguig, Pateros and the expanded areas of Cavite, Northern
Laguna and Batangas provinces.
Based on demographics, the primary and secondary market of the Company is males and
females, ages 25 to 60 years of old largely from the A, B and broad C income class.
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Ateneo Graduate School of Business
Ateneo Professional Schools Building
20 Rockwell Drive, Rockwell Center
Makati City
Asian Hospital, Inc. total revenues have increased by 50.10% from P469.181 million in 2003
to P704.227 million in 2004.
The increased in total revenues was brought about the
increase in total inpatient admission by 65.45% from 6,121 inpatient admissions in 2003 to
10,127 inpatient admissions in 2004 and also the increase in outpatient visits per day by
75.22% from 90 outpatient visits per day to 155 outpatient visits per day. The Company
also implemented a 5% across the board price increase sometime in October 2004 and
another 2% increase last December 2004.
But despite the soaring increase in total revenues, the Company has continued to incur a
net loss of P571.3M and P392.6M for the years ended December 31, 2004 and 2003,
respectively due to interest expense on bank loans that the Company has.
Last February 2005, Asian Hospital, Inc. has restructured of the Company’s local and foreign
loans through the aid of Bumrungrad Hospital Public Company, Ltd. (BHI) of Thailand, a
Syndicate of Creditors, representing the IFC and local lenders.
In connection with the
restructuring of the Company, BHI and other local investors infused funds in the Company.
The SEC also approved the restructuring of the Company’s Articles of Incorporation.
Currently, the Company is being managed by BHI under Neptune Stroika Holdings, Inc., its
Philippine counterpart.
2
Ateneo Graduate School of Business
Ateneo Professional Schools Building
20 Rockwell Drive, Rockwell Center
Makati City
II.
Mission and Vision Statement
OUR MISSION
To our Client-Partners, the Company shall provide our client-partners
with affordable quality healthcare in an environment that promotes total healing.
To our Doctor-Partners, the Company shall consciously create for our
doctor-partners a work environment that harnesses their fullest potential and
stimulates professional advancement and excellence.
To our Employee-Partners, the Company will continuously develop and
train empowered employees, imbue them with dedication and compassion, ingrain
them with positive values and attitudes towards teamwork and innovation, and
inspire them to bring out consistently excellent performance, that we may steer
them on to better opportunities in life.
To our Host-Community, the Company shall support environmental
preservation and other socially relevant causes, participate in undertakings that
promote the general welfare, and in every way strive to be a good corporate
citizen.
To our Industry, the Company commits to collaborate with government
institutions and fellow tertiary hospitals to ensure growth in the healthcare
industry.
We strive to continuously provide state-of-the-art technology in
healthcare delivery and business processes.
To our Shareholders, the Company commits to provide superior return
on our shareholder investment, ensure management accountability, integrity and
responsiveness to shareholder concerns, and champion democracy.
OUR VISION
Asian Hospital, Inc. long-term business intent is to be recognized as the leading healthcare
service provider in the Philippines and all the markets we serve.
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Ateneo Graduate School of Business
Ateneo Professional Schools Building
20 Rockwell Drive, Rockwell Center
Makati City
III.
Strategies
Total Healing Concept – promotes the core of healing which is CARE. The facilities and
services that encourages healing and comfort as well as stimulates the patient’s inner
healing process through positive thoughts and emotions derived from the caregiver’s
patient-centered philosophy.
Patient-Centered Philosophy – leads to a design that respects and caters to the needs
of its patients, families and staff. Thus, every space within the facility has been planned
according to its use and relationship with other services, with patient comfort and the
convenience of the medical staff as the two most important considerations.
Open Medical Policy – states that any registered physicians who successfully meet the
qualifications set by the hospital without any capital investment or medical bond, can apply
for accreditation and openly practice their professions in AHMC.
Care Partner Programs – establish a care partner from the family and build an interactive
relationship between the family care partner and those responsible for the patient’s care in
the hospital to ease the transition of the patient from the hospital to home care; two,
provide the family care partner with training and opportunity for hands on support while in
the hospital to help meet the physical, emotional and spiritual needs of the patient.
Technological Advancement – employing the latest and state-of-the-art medical
instruments and equipments in healthcare delivery.
The Company also recognizes the
optimal use of Internet in providing healthcare service and satisfying the customers.
4
Ateneo Graduate School of Business
Ateneo Professional Schools Building
20 Rockwell Drive, Rockwell Center
Makati City
IV.
Website Analysis
a. Websites
i. Asian Hospital and Medical Center
ii. Bumrungrad Hospital International – Thailand
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Ateneo Graduate School of Business
Ateneo Professional Schools Building
20 Rockwell Drive, Rockwell Center
Makati City
iii. Makati Medical Center – Philippines
iv. St. Luke’s Medical Center - Philippines
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Ateneo Graduate School of Business
Ateneo Professional Schools Building
20 Rockwell Drive, Rockwell Center
Makati City
b. Analysis of Websites
Based on the website rating as shown in the Appendix A, B, C and D, which I used
to better evaluate and analyze the websites of the mentioned hospitals, Bumrungrad
Hospital International got the highest rating among the four (4) hospitals because of
the well-crafted design and features of their websites. St. Luke’s Medical Center
ranked the second, followed by AHMC and MMC.
Based on the design of each websites, I would say that the website navigability of
the websites are good. Almost all of the sites offers interactivity and visitors can
practically engage in the site. All the sites are aesthetically appealing with good use
of graphics and color and are aesthetically courteous.
Based on the content of the websites, I would say that the site is properly labeled
and resources links are available and included in the site. It contains rich and useful
information of the users. Based on the website ratings, AHMC and BHI contents are
exceptional and will likely be visited again.
For the technical elements of the websites, BHI and SLMC exhibited an exceptional
rating for their websites. Furthermore, almost all links and thumbnail graphics of the
four websites work and are downloadable. It also provides alternative text page
when heavy graphics and frames where used.
And users can obtain meaningful
information within 30 seconds upon entry to the hospitals’ websites.
For the credibility of the websites of the hospitals, contact person, addresses and
email addresses are available for the users perusals. However, most of the sites
doesn’t announces when the page was last updated. Most of the websites site the
name of the host school or institution.
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Ateneo Graduate School of Business
Ateneo Professional Schools Building
20 Rockwell Drive, Rockwell Center
Makati City
V.
Comparative Chart of the Features
WEBSITE ANALYSIS
Features
Email Address
AHMC
BHI
SLMC
MMC
www.asianhospital.com www.bumrungrad.com www.stluke.com.ph www.makatimed.com
Welcome Note
yes
yes
yes
yes
Company History
Company's Vision, Mission & Guiding
Principles
yes
yes
yes
yes
yes
yes
yes
yes
not available
yes
not available
yes
Fact Sheet
yes
yes
not available
not available
Investor's Benefits
Investor's Relations (Annual
Reports/Corporate Briefs)
yes
not available
not available
not available
not available
yes
not available
not available
Online Stock Subscription Form
yes
not available
not available
not available
Hospital Accreditation
Company's Affiliates Links
(Foundations, Medical Schools, etc)
yes
yes
yes
yes
yes
yes
yes
yes
Research Centers Links
yes
yes
yes
yes
Company's Office Directory
yes
yes
yes
yes
not available
yes
not available
not available
Board of Directors
Network of Hospitals
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Ateneo Graduate School of Business
Ateneo Professional Schools Building
20 Rockwell Drive, Rockwell Center
Makati City
WEBSITE ANALYSIS
Features
AHMC
BHI
SLMC
MMC
not available
yes
not available
not available
Location/Map
yes
yes
yes
yes
Contact Numbers and Addresses
yes
yes
yes
yes
Find a Doctor's Search Engine
yes
yes
not available
not available
General Search Engine
yes
yes
not available
not available
Doctor's Phone Directory
yes
yes
yes
yes
Online Pre-Registration
yes
yes
not available
not available
Press Rooms/News
yes
yes
yes
yes
Events Calendar
not available
yes
yes
yes
Patient Feedback
yes
yes
yes
yes
Site Maps
yes
yes
yes
yes
not available
yes
yes
not available
Picture Gallery
yes
not available
not available
not available
Medical Membership Form
yes
yes
yes
not available
Community Relations
yes
not available
not available
not available
not available
yes
not available
not available
Health Informations
yes
not available
not available
yes
Job Opportunities Posting
yes
yes
not available
not available
Online Employment Applications
yes
not available
not available
not available
List of Services and Specialities
Recipe Card of Medical Diagnostic and
Interventional Procedures (time and
process)
yes
yes
yes
yes
yes
yes
yes
not available
List of Clinic Schedules
yes
yes
yes
yes
Room Rates
yes
yes
not available
not available
Facilities and Amenities
yes
yes
yes
yes
Language Selector
Frequently Asked Questions (FAQs)
Health Magazines Online Subscriptions
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Ateneo Graduate School of Business
Ateneo Professional Schools Building
20 Rockwell Drive, Rockwell Center
Makati City
VI.
Possible Features to be Adapted
In order to optimize a Company’s website, it should feature the following attributes: It
should offer something free, it should always upgrade and change contents, it should create
traffic by making the website searchable and should always be linked-up. With this given
attributes, AHMC’s Website should incorporate the following features:

List of Board of Directors – to show the credibility and potential for the sustainability
of the Company

Investor’s Relations (Annual Reports and Corporate Briefs) – this will show the
performance of the Company.
Although in the Philippines, corporations do not
usually divulge their financial standing and the results of operation to public, it will
be useful information for potential investors.

Language Selector – this is a value-added service for the international patients who
don’t speak well in the English language. AHMC is targeting to market its products
and services to foreign market.

Events/Calendar – this will give the users updates on the current activities of AHMC
such as seminars, government related campaigns and other announcement.

Frequently Asked Questions (FAQs) – this will help the users better navigate the site
of the AHMC.

Health Magazine Online Subscription – as one of the attributes to optimize the
website is offering freebies such as this. It will be a marketing tool and valueadded features of the hospital. This will also create traffic in the website.

Telemedicine Link – this feature will enable the hospital cater to international
market and that would link patient’s from abroad to physician’s here in the
Philippines or vice versa.

Online Gifts – this feature will be a value-added service to patient’s whose relatives
in other places can send gifts and flowers to them online.

3D Locator Map – this will enhance interactivity of the users of the sites. They
would not only see the hospital but also will be able to feel the hospital virtually.
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Ateneo Graduate School of Business
Ateneo Professional Schools Building
20 Rockwell Drive, Rockwell Center
Makati City

Forum/Chatroom – this will serve as a forum for online, real-time inquiries, where
patients and visitors can chat with physicians and patient care providers about
health inquiries, administrative/medical procedures and other relevant issues.
VII.
How would this features support the Company’s Mission, Vision and
Strategies?
The existing features and the recommended features of the AHMC’s website will support the
Company’s Mission, Vision and Strategies through the following benefits:

It will support the Total Healing Concept of AHMC providing the users online health
information, which will be useful for the users in understanding their health
conditions and even suggests health preventive measures that would help the users
have a total healthy well being.

The features, such as the customer feedback and forum, will help the Company
determine what areas to improve and what areas to strengthen more that would
achieve the highest quality of healthcare services given to patients.

The interactive website of AHMC is aligned with the mission statement of the
Company. The Partnership concept embedded in the interactive website will make
the users feel that they are part of the whole process of healing from the moment
they registered until their post-procedure follow-ups.

This also provides transparency to clients about the room tariffs, amenities, facilities
and how will a certain procedures will be done and how long it will last.
VIII. References
www.asianhospital.com
www.bumrungrad.com
www.stluke.com.ph
www.makatimed.com
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