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Dear Readers,
The theme of this Sitenews emphasises a professional concept for the eye care service providers to improve the efficiency in the management. It is well known that a major challenge for the eye hospitals is how to scale up the uptake of eye care services in spite of the need in the community. The principal reasons for the low uptake had been dealt in several articles based on practical learning and few of the relevant ones have been evidentially shown in this site. Eye care professionals and policy makers are in a position to market the available resources which become highly valuable and scarce in many developing countries. In the recent years, the cost of the human resources, infrastructure and supplies has been rapidly increased and the service has not been optimally utilized which reflects in sustainability of the system. Service Marketing is one of the crucial parts of management to bridge the various kinds of gap in knowledge, research and service delivery. Service Marketing principles can help the eye care professionals to address the barriers in eye are delivery, issues like geographic & gender disparities in coverage, demographic transition issues and to enhance access and affordability. This site news deals the theme of advocacy in terms of designing a systematic marketing process incorporating the various components of marketing to make eye care programme effective and efficient. This site helps the readers to realize that there is a need to eliminate the barriers in the delivery system and develop appropriate actions to serve the needs more than the current service levels. We wish the readers to have an experience of learning a 'product concept' to be replicated in 'service industry'

Happy reading!

Regards,

Vision 2020 e-resource team
The Issue Features...
Service Marketing
Vol. 6 No. 6 June 2009
•   What is Service Marketing
•   Need of Service Marketing in Eye Care
•   Ways to Market Your Services
•   Disease Specific Market Strategy
•   Community Participation
•   Featured Organisation
•   Talk to Us

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A large proportion of blindness is avoidable or easily treatable. To address this situation, interventions specific to blindness are required, which will include prevention, eye Health promotion, protection, treatment and rehabilitation. The problem of blindness is acute in rural areas and hence the programme must try to expand the accessibility of ophthalmic services in these areas.

We need to make consistent and focused efforts to ensure that people in rural areas receive the same kind of care that is available to privileged communities in urban areas. This requires us to proactively design interventions that consider issues of accessibility, affordability and quality.
  • ADVOCACY FOR EYE HEALTH

  • Abstract:
    The Article is on advocating actions that will have a positive impact on the political, economic, social, cultural, environmental, behavioral, and biological factors which affect health and specified three strategies to promote the health of all people of the globe.

  • CUSTOMER SATISFACTION AND SERVICE MARKETING


  • ADVOCACY IN EYE CARE

  • Abstract :
    This presentation "Advocacy in Eye Care" broadly covers 'what is Advocacy', 'why is it important' and 'what are the basic components of Advocacy'. It explicitly described various aspects such as Objectives of advocacy in eye care, Evidence for use of advocacy, Critical role of advocacy in achieving the goals of Vision 2020, Target audience for Advocacy and how to measure the impact of Advocacy.

  • ADVOCACY TO DELIVER EYE CARE

  • Abstract :
    This presentation briefs about advocacy, target groups, their role and advocacy matrix in eye care.

  • IMPROVING QUALITY STRATEGIES IN THE HEALTH SERVICES MARKETING

  • Abstract :
    Strategies of quality assurance in health services mean a new approach of primary medical assistance, focusing on the consumer. This can be achieved by the development of the integrated services of primary assistance within a group of medical practice that gathers more doctors with the sanitary and auxiliary medical staff.

  • ADVOCACY TO IMPROVE THE DELIVERY OF EYE CARE

  • Abstract :
    This article focuses on using advocacy as a tool for improving the delivery of eye care services - both in terms of reaching more people, and in terms of improving the quality of services available for specific eye conditions.


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Service Marketing is mainly required for breaking the barrier and creating awareness to the community about outreach camps and eye care services. Another point of service marketing is to reduce the backlog from the community and also to eliminate the needless blindness. Also it changes the community's attitude and behavior through marketing and creates demand and utilize the eye care services. From the view point of hospital service marketing can improve the productivity, challenge to develop infrastructure and also they can train the staffs

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Eye care sectors should explore ways to market their services effective. This section highlights some of the articles which deal with marketing the services.

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A community participation strategy should take into account the many factors that can influence community actions. These include community beliefs, perceptions and values concerning the cause, prevention and treatment of the different forms of blindness. Of basic importance are the felt needs and understandings and values that the community place on health in general and eye health in particular. A community-based approach should also consider the pattern of influences and decision-making in the family and community including family members, elders, local leaders and traditional healers. These influences are often rooted in local culture and traditional health practices.

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Representatives of the community should be involved in the planning and implementation of the programme. This involvement will help eye-care providers to take into account the priorities of the community and thereby increase the use of these services.

There is an overwhelming need for a community-based approach to eye health promotion. Most of the methods needed have already been developed for other health topics. The challenge is to apply them to the most important goal of all - the prevention of blindness.
  • THE UTILIZATION OF EYE CARE SERVICES BY PERSONS WITH GLAUCOMA IN RURAL SOUTH INDIA

  • Abstract :
    The article deals with utilization of eye care services, in particular those relating to glaucoma, in a rural population of southern India

  • COMMUNITY PARTICIPATION: PUTTING THE COMMUNITY INTO COMMUNITY EYE HEALTH

  • Abstract :
    The article is about the challenge of promoting eye health and prevention of blindness can only be met through a change of emphasis towards active involvement of communities

  • COMMUNITY PARTICIPATION IN OUTREACH EYE CARE SERVICES

  • Abstract :
    The article try to convince that community participation is key factors in helping activists reach the right and needy people in the service area. Community participation bridges the gap between the service provider and beneficiaries. Aravind Eye Care System has been able to reach the base level of the community with crucial support from the community.

  • OUTREACH: LINKING PEOPLE WITH EYE CARE

  • Abstract :
    This article talks about the observations of Dan Ward in Community camp and he also discussed about the new paradigm, new ideas in order to connect these people with services. This also consists of different eye care model which focuses on making eye care available.

  • COMMUNITY OUTREACH INITIATIVES

  • Abstract :
    The Article gives brief ideas to develop and maintain high quality, high volume, sustainable cataract surgery programme, and necessary to generate demand for the services and also gives an idea about purpose, activities and challenges to consider when designing an Outreach programme of eye care.
    Sources: R. Meenakshi Sundaram, Senior Manager Outreach, Aravind Eye Hospital, Madurai.

  • VISION CENTRE- ARAVIND EYE HOSPITAL- EYE ON HOPE

  • Abstract :
    The Article is about A Human Network Story about how a telemedicine network in rural areas using Wi-Fi technology increase access to high quality eye care at an affordable cost to the poor people. And the working of all Aravind vision centres and the concept behind this.

  • HOW EYE WORKERS CAN HELP NEWLY BLIND PEOPLE

  • Abstract :
    This article explains the task and potential contribution of eye workers faced with newly blind persons.

  • IMPROVING EYE HEALTH SEEKING BEHAVIOUR- A REALITY WITH VISION CENTRES

  • Abstract :
    The Article is to extend the benefits of eye care services to more number of people, through community participation and gaining support, placing of Vision Centers, community ownership, activities and monitoring of vision centres.

  • SOCIAL MARKETING FOR EFFECTIVE EYE CARE DELIVERY

  • Abstract :
    This article describes how the effective Social Marketing helps to create understanding and improves the quality of eye care services through an information campaign clear any misconceptions in the community.


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Healthcare Marketing Service

     The Healthcare Marketing Service, an industry-focused vendor referral service that supports the unique business requirements of the healthcare sector. We provide your organization with specialized teams of experts, hand-picked from our network of external vendors based on your specific specialty and project scope. This approach ensures that you get solid strategic and tactical marketing support that's tailored to your professional sector, market trends, target audience, and budget.

Website : www.healthcaremarketingservice.com

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Address:

Vision 2020 e-resource team,
Lions Aravind Institute of Community Ophthalmology,
1, Annanagar, Madurai - 625 020,
Tamil Nadu, India,
E-mail:eyesite@aravind.org
Phone: 91-452-2537580

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