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In the Lap of Nature

MIMS, a part of DM Healthcare, has commissioned a 150-bed hospital at Kottakkal. Rita Dutta finds out the rationale behind the group's second hospital in Northern Kerala

Kottakkal, globally synonymous with Ayurvedic heritage, now flaunts a state-of-the art hospital-the Malabar Institute of Malabar Sciences (MIMS). This is the third corporate hospital project in which DM Healthcare has invested in India, the others being the 600-bed MIMS at Kozhikode (Kerala) and 80-bed Adhar Hospital at Kholapur (Maharashtra).

Spread over a sprawling 3.5-acre land and covering a total floor space area of 1,42,000 square feet, the hospital is located off NH17, around 30 kilometers from Kozhikode airport. In the first phase, the hospital has commissioned 150 beds, which is expandable to 300 beds.

Nestled in the arms of verdant nature, one is greeted with a swathe of grooving coconut trees from wherever one looks out. Ample use of wide and open space and glass ensures a steady stream of sunlight and gives the feeling that the hospital is truly caressed by nature with all its beauty and splendor. As interesting aspect is the use of a floor-to-ceiling glass wall as high as two floors than a concrete wall at the common waiting area to enable a view of the lush green valley outside.

The interiors do not look swanky, but is uncluttered and virgin. The use of pristine white and yellow ochre colour on the walls lend a very traditional feel to the modern architecture. The aesthetic architecture blends unobtrusively with the breath-taking nature enveloping the hospital.

Zeroing in on Kottakkal

"Bringing quality healthcare to the door steps of the people we serve is one of the missions of MIMS" - Dr Azad Moopen Chairman Dr Moopen's Group Dubai

"Quality service on MIS and trauma care are lacking in this region and hence we are focusing on them" - Gracy Mathai COO MIMS Kottakkal

At first thought, it seems unusual to build a hospital at Kottakkal (in Mallapuram district), which is largely rural and still a 'panchayat'. Where is the paying populace? And with already an array of hospitals like EMS, MES Medical College, Al Shifa and Moulana Hospital, at Perinthalmanna (known as city of hospitals), which is 28 kilometer from Kottakal, already being an established hub for medical care, is not the existing market already saturated? And why build another hospital in Northern Kerala, when MIMS, Kozhikode is around 48 kilometres away and closer to the airport?

"Bringing quality healthcare to the door steps of the people we serve was one of the missions of MIMS and we are fulfilling that by opening MIMS, Kottakkal, which will have state-of-the-art facilities which was hitherto available only at MIMS, Kozhikode," said Dr Azad Moopen, Chairman, Dr Moopen's Group.

To this Dr Yoonus Nalakath, Medical Director, MIMS, Kottakkal, adds, "Kottakkal is a right destination for investment as it has the highest per capita income in Kerala due to the family's breadwinner being based mostly in the Gulf. Patients from Kottakkal who regularly throng to MIMS, Kozhikode also constitute our patient base." With around 30 per cent patient inflow to MIMS, Kozhikode from Mallapuram district, this region surely was a fertile ground for another MIMS Hospital.

Mallapuram, which has a population of around 30 lakh and also happens to be the largest district in Kerala, is also the place where Dr Moopen was born. However, according to Dr Moopen, the decision to zero in on Kottakkal was purely driven by market dynamics. "Besides its affording populace, its central location in the district, well-established connections, an airport close by and also the fact that that is located off national highway, make Kottakkal an ideal destination for setting a hospital, with focus on trauma," says he.

The hospital is also targeting on tapping foreign patients who flock to Arya Vaidya Sala. Elaborates Dr Abdulla Cheryakkat, Managing Director, MIMS, "Though there is no formal MoU between MIMS and Arya Vaidya Sala to refer patients, it is agreed upon that patients requiring further medical intervention at Arya Vaidya Sala would be sent to MIMS, Kottakkal. And people keen on taking Ayurvedic treatment at our hospital would be sent to Arya Vaidya Sala. It's about mutual co-existence." To this Anupam Verma, CEO, DM Healthcare, India, adds, "This hospital lends the Allopathic component to Kottakkal's rich Ayurvedic legacy."

Grand Inauguration

Dr APJ Abdul Kalam (centre) with Dr Azad Moopen (left)

Bird’s eye view of the hospital campus

A courtyard leading to the hospital

The lobby

An emergency room

Seven months after its soft launch, on 15th October, the hospital was formally inaugurated by former president Dr APJ Abdul Kalam on his 70th birthday. Dr Kalam also happened to hand over the first NABH accreditation given to a super speciality hospital in India to MIMS, Kozhikode in 2006. During his speech, Dr Kalam complemented the group for building a hospital in rural heartland. "With nature smiling on you, 30 per cent of disease is already cured," said Dr Kalam. He also urged the MIMS doctor to take an oath to serve with dedication and practice ethically. During his inaugural speech, Dr Moopen dedicated the hospital to the Provision of Urban Amenities in Rural Areas (PURA) scheme, which Dr Kalam propagates for development of rural India.

MIS Focus

The centrally air conditioned hospital will focus on minimal invasive surgeries (MIS), high-end trauma and high-risk obstetrics. Explains Gracy Mathai, COO, MIMS, Kottakkal, "Quality service on MIS and trauma care are lacking in this region and hence we are focusing on them. Moreover, MIS shall help in high turnover with a low Average Length of Stay (ALOS) which ranges from one to three days."

The hospital is also providing general specialty treatment like paediatrics, orthopaedics, ENT, general surgery, gynaecology, dentistry, casualty, critical care, anaestheasia, advanced physiotherapy, with the super specialty departments such as cardiology, endocrinology, gastroenterology, neurology and rheumatology. Other specialities include cardiac surgery, colon and rectal surgery, ENT, thoracic surgery and urology. "We have a well-equipped casualty department with service of doctors trained in emergency medicine in association with George Washington University and BLS and ACLS trained nurses," informs Dr Yoonus. The hospital also provides advanced radiology services with world class facilities and 24 hours functioning computerised laboratory. The hospital will be having four high-tech OTs, ICU, NICU, incubator, 6-slice CT machine, mobile ICU, state-of -the art emergency department, ultra sound scanning, comprehensive health check-up, day care wards etc. Patients requiring high-end treatment and tests would be referred to MIMS, Kozhikode. "Doctors at both the facilities would be in touch through video conferencing. There will be sharing of consultants and senior management resources between the two facilities," informs Mathai.

The hospital would have around 30 full-time consultants, 15 junior doctors and 20 visiting consultants. The nurses will be 160 in numbers and other staffs around 200.

IT is used in HIS and telemedicine. Says Nanda Kumar MK, Manager-IT, MIMS, Kottakkal, "We are planning to introduce PACS and having a common database for all patients which can be shared between both the two hospitals." Service of MIMS Charitable Trust will be also extended to MIMS, Kottakkal.

Quality Initiatives

Considering that MIMS, Kozhikode project was the super speciality hospital in India to get NABH, MIMS-Kottakkal would soon be applying for NABH. Regarding quality initiatives at Kottakkal, Mathai says, "A dedicated quality assurance department exists in this hospital right from the very beginning. Departmental Manuals, protocol procedures and SOPs of various departments are in place. QMS training programmes have started for all the categories of personnel."

Unique Marketing

Marketing a hospital to consumers and referring physicians directly translates into footfall and is thus the key to its success. In this arena, MIMS has devised some innovative strategies. Besides having medical camps, it used the data from voter's list to inform locals about its arrival. It also sent letters to people from this region who visited MIMS, Khozikode in the past informing them about the new facility.

Eschewing the usual but scoffed way of giving monetary incentive to GPs for referral, it has devised a strategy which would involve the GPs. "Every time, the patient sent by a GP is treated at our hospital, we send the GP a history of diagnosis and treatment that the patient received. Additionally, patients referred by them also get a concession," says Mathai. This serves dual purpose- it is a way to thank the GP and also educate him about the diagnosis. Auto and cab drivers who bring RTA victims to MIMS are also acknowledged by giving a health insurance scheme of Rs 2 lakh.

Another 150 Beds

Six months after its soft commissioning, the hospital is witnessing around 35 per cent occupancy. "We are targeting attaining cash breakeven by 2011 and financial breakeven by 2012," says Dr Moopen.

In the second phase, around three years from now, the hospital would add 150 more beds, with other specialties like urology. It would add one more tower and add an additional floor space of 75,000 square feet. "The cost of construction and equipment would be to the tune of Rs 25 crore, with a debt equity ratio of one is to one," informs Dr Moopen.

With a grand inauguration and ambitious plans, all eyes are on the hospital.

rita.dutta@expressindia.com