social accounts

50 Pages·2010·1.12 MB·English

SOCIAL ACCOUNTS

April 2008 - March 2009

Dr. Reddy’s Foundation for Health Education
6-3-864/5, RPAS Chambers, Opp.Green Park Hotel, Ameerpet, Hyderabad-500 016
Phone: [phone]; e-mail: [email protected], website: www.drfhe.com
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Social Audit Report

Content

1. Introduction ……………………………………………………………. 4

2. Vision, Mission and Objectives ...……………………………………. 4,5

3. Values of DRFHE ………..…………………………………………… 8,9

4. Scope of Social Accounts ……………………………………………. 9

5. Stakeholder Analysis ………………………………………………….. 10

6. Methodology ……………………………………………………………. 11

7. Report on Performance and Impact ………………………………... 11,12

8. Findings from all the Programs …………………………………….. 25-27
9. Key Strategic Objective ………………………………………………. 28,29
10. Issues for Action and Achievements ……………………………. 30
11. Areas for improvement …………………………………………….. 30
12. Key Aspects of DRFHE ………………………………………………. 30
13. Strengths & Weaknesses of the Social Accounts …………….. 30
14. Financial Information ………………………………………………. 31
15. Plans for the next cycle …………………………………………….. 31
16. Dissemination of Reports ………………………………………….. 31

17. Annexure ……………………………………………………………… 33-50

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1. Introduction

Dr Reddy's Foundation for Health Education (DRFHE) located at Ameerpet, Hyderabad,
was instituted on 8th October 2002 as a registered society (Society Regn.No 1463/2002)
with a vision to be a globally admired provider of health care education. The programs
offered by the foundation are aimed towards creating professionals (health educators)
who would work with the medical fraternity to offer an integrated, multi-disciplinary
approach to good health. The programs also aim at building necessary soft skills
capabilities among the existing nurses, doctor‟s assistants and doctors with the objective
of strengthening the healthcare delivery system for better patient care.

DRFHE has been successfully conducting its training programs from the past seven
years with the assistance of Dr Reddy‟s India Business Team in enrolling the
participants and by outsourcing training partners who deliver the Training Programs pan
India.

To measure performance against objectives and evaluate impact on society we have
decided to do a social audit of our Programs (Training initiatives) to enable us identify
the strengths and weaknesses from the audit report and act on them accordingly.

2. Vision, Mission and Objectives
At Dr Reddy‟s, our fundamental aim of helping people lead healthier lives has been the
driving force behind all our actions and investments since 1984. Lifestyle changes have
led to the emergence of ailments and unfortunately there is very little public awareness
of the link between health and our own lifestyles. Disease management thus becomes
very vital. In this scenario, spreading health awareness, patient education and motivation
for self-care is critical, as this reduces the incidence and overall costs of disease
management.
It is with a vision to develop professionally qualified Health Educators that Dr Reddy‟s
Foundation for Health Education (DRFHE) was created. Since its inception, DRFHE has
created value-adding Corporate Social Responsibility (CSR) initiatives that develop
qualified professionals to complement the existing healthcare system through an
integrated approach to good health. In this, DRFHE endeavors to go beyond the
traditional „charity-centric‟ definition of CSR by adding value to both the healthcare
system and society as a whole.
Vision: To be a globally admired provider of innovative health care vistas by making a
difference to 100,000 individuals in the health care value chain by 2012.
Mission:
I. To bridge the gap between health seekers and health care providers and help
people lead healthier lives.
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II. To develop professionals who will complement the medical fraternity in order to
improve the quality of life.
Objectives:
I. To create healthcare professionals who will bridge the gap between the Doctors
and the patients by rolling out the following Programs
a) PGCHM Program- A one year Post Graduate Certificate in Health Care
Management
b) CPCC Program. A one month Certificate Program in Cancer Counseling.

II. To organize training programs which lead to capacity building and empowerment
of the Healthcare community by rolling out the following programs:
a) Sarathi. A comprehensive training program for Doctor's assistants.
b) Abhilasha A two-day contact Program for working Nurses

c) Inner Circle A two-day Program for Post Graduate Doctors.

III. To organize patient care initiatives by

a) providing Home care service for terminally ill Cancer Patients through our
“Life at your doorstep” Program
b) training chronically ill patients on life style modifications through our
“Living Well” Program
The activities of DRFHE are depicted through the below three verticals. In Vertical I the
focus is on health education along with soft skills. Vertical II focuses on soft skills training
for health professionals. In Vertical III, the focus is on patients.
Vertical I Vertical II Vertical III
Education initiative Training Initiatives Patient Initiatives
PGCHM (Post Graduate Sarathi - Assistants Life at your doorstep (LAYDS)
Certificate in Healthcare Abhilasha - Nurses Living Well
Management) Inner Circle - Doctors
CPCC (Certificate Program Sanjeevani - Pharmacists
in Cancer Counseling)

The Key Strategic Objective of DRFHE is to “scale up the three verticals”

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Vertical I
A: Post Graduate Certificate in Healthcare Management (PGCHM)
The first step initiated in this direction was the introduction of the one year Post Graduate
Certificate in Health Care Management (PGCHM) in the year 2003. With this course, DRFHE
had endeavored to bridge the requirement of Patient Education in the Healthcare services
sector thereby making a difference to peoples' lives. The Program is targeted mainly towards
dieticians (working professionals and students), graduates in Nutrition, Pharmacy and
Biosciences. A PGCHM-certified Patient Educator would be a combination of: Physician's
Assistant, Patient Counselor, Health Educator, Physician's Associate. A Patient Educator is a
unique blend of medical knowledge and people skills. The feedback from the Doctors where our
students have been placed had been very encouraging as they have acknowledged the merit of
the course in filling the gap in communication and relationship between doctors and patients.
B: Certification Program in Cancer Counseling (Case Managers)
DRFHE conceived a new Program in the area of cancer counseling known as “Certificate
Program in Cancer Counseling”. The Program started its first batch in December 2007. It is a
month long comprehensive training Program which enables the participants from Bioscience
background to emerge as a knowledgeable, skilled and competent individuals specialized in
cancer counseling. They are given the opportunity to work with Doctors in the field of oncology.
The candidates are trained in various areas like Medicine, Nutrition, Psychology, Sociology and
Physiotherapy and Soft Skills. They also undergo training from the Doctors at cancer hospitals
besides the opportunity to counsel patients directly.
Vertical II
A: Sarathi
In pursuance of the need to play a meaningful role in the Healthcare management, DRFHE
introduced a program in the year 2006 titled “SARATHI”. This Program was set off with the sole
objective of complementing the Doctors' efforts for better patient care. Sarathi is a
comprehensive training program that enables a Doctor's assistant to emerge as a sharper,
smarter and a motivated individual.
This program establishes a symbiotic relationship between patients and doctors. It is a two day
contact program with follow up Programs subsequently. Getting empowered with this Program
enables the Assistants to add value to the Doctor's service.
The participants are trained in soft skills like interpersonal behavior, communication skills,
motivation, stress management, communication skills empathy, clinic etiquettes and tips and
techniques related to Patient Management.

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B: Abhilasha
Understanding that the profession of Nursing is one of the noblest professions in the world and
that nursing duties are manifold covering a wide range of functions and responsibilities, DRFHE
introduced yet another novel Program namely “ABHILASHA” for working Nurses. 'Abhilasha' is
meant to instill nurses with confidence in their ability to do their jobs efficiently and to help them
develop empathy towards their patients so that they can care for them, not just physically, but
emotionally as well. The program attempts to imbibe the mindset of service, dedication and
effort amongst the nurses & gives them the skills to efficiently handle any situation that they may
face, and helps them carry out their duties effectively while understanding patient expectations.
'Abhilasha' is a two-day contact program where the participants are trained in different aspects
of soft skills like Personality Development, Rapport Building, Conflict Management,
Interpersonal behavior, Team Work, Empathy and Communication Skills. There are follow up
workshops subsequently.
C: Inner Circle
With the urge to go beyond the limits of convention and explore newer frontiers, DRFHE had
identified a critical area that was hitherto neglected by introducing an innovative Program for
Post Graduate Doctors titled “INNER CIRCLE”. This is a program aimed at young doctors who
are in the early stages of their careers. The main objective of this program is to give these
young doctors the skills necessary for a successful career. While these doctors, having
completed their medical studies fairly recently, have a good grasp of the medical knowledge
required, the Inner Circle aims to augment this medical knowledge with soft skills that will
enable them to plan and build their careers appropriately.
Inner Circle is conducted periodically and helps young doctors gain the soft skills and
competencies necessary in building a successful career in the medical field while also
enhancing the quality of care received by patients as a whole.
D: Sanjeevani
A one day training program for the pharmacists to impress upon them the importance of their
role and emphasize on how they can add more value and deliver their responsibilities effectively
was launched on 12th September‟2008. The objective of the Program is to ensure that the
pharmacists develop self confidence and empathy towards their customers and improve various
skills required in effective prescription dispensation. A mere smile and a reassuring word “Get
well soon” will have a tremendous impact on the patient‟s mind. This will not only boost the
morale of the patient but also helps the pharmacist retain his customers.

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Vertical III
A: Life at your doorstep (LAYDS)
DRFHE launched the pilot program “Life at your doorstep” in January 2008. This Program is
based on the principle of “Home Care” aspect of Palliative Care. It attempts to improve the
quality of life for terminally ill patients with provision of access to physical, psychological,
emotional social and spiritual support in a culturally appropriate manner. A well-equipped
medical van with a team consisting of a doctor, nurse and patient counselor goes to the
patient's doorstep to provide the home care service. DRFHE is also tying up with Dr Reddy‟s
Foundation through their Program “Livelihood Advancement Business School” (LABS) for
providing livelihood to one member of a family where the earning member has been a victim of
cancer.
B: Living Well
A constant quest to conquer newer horizons has always fuelled our various initiatives in the field
of healthcare management and our aim is to add value to the existing healthcare system making
it even more efficient and comprehensive. With the objective to help individuals reach their
highest potential for health and build a healthy community, DRFHE has conceived the program
“LIVING WELL “in 2008.
This program is intended to help the patients maintain hope, ensure compliance with therapy
and also address social and psychological challenges faced by them. DRFHE conducts the
“LIVING WELL” program in partnership with the ART OF LIVING with the aim of helping people
to reduce risk factors and increase their resistance levels through awareness and lifestyle
modification and to manage their chronic condition through a self management support system.
Through “Living Well” we intend to create a community of “informed and activated” people
competent enough to reduce the incidence of chronic conditions and for patients with chronic
illness to reduce further complications and self manage it.
3. Values of DRFHE:
DRFHE follows the same values stated by Dr.Reddy‟s. The values are:
 Quality
 Respect for Individual
 Innovation & Continuous Learning
 Collaboration & Team Work
 Harmony & Social Responsibility

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A feedback has been sought from all our stakeholders through questionnaire on how
DRFHE lives up to the values of the organization.
MC Sales Average
S.No Value Members Team Faculty Staff Rating
1 Quality 4 4.7 4.9 4.7 4.5
Respect for
2 4 5 4.8 4.7 4.6
individual
Innovation &
3 Continuous 4.2 4.9 4.7 4.4 4.5
Learning
4 Collaboration & 3.8 4.6 4.6 5 4.5
Team Work
Harmony & Social
5 4 4.7 4.8 4.8 4.5
Responsibility

Out of the 5 values, our Stakeholders have rated us at 4.5 on a scale of 1-5
(5=maximum; 1=minimum) for 4 values and the highest rating of 4.6 was given for
„Respect for individuals‟.

4. Scope and omissions of the Social Accounts:

The scope has been narrowed down to Vertical II i.e. to organize training programs
which lead to capacity building and empowerment of the Healthcare community and the
Key Strategic Objective of scaling up the second vertical (although no consultation was
done on the Key Strategic Objective). The program “Sanjeevani” which comes under
Vertical II has not been included as the pilot program was launched in September‟08.
Vertical I & III have been omitted from the scope of this Audit.

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5. Stakeholder Analysis:

TRAINING PARTNERS DRL - GROUP

MC Members (DRL)

D R F H E
India Business

Team

Staff /DRFHE

PARTICIPANTS

Sarathi – Doctor’s

Assiatants

A b h i l a s h a - N u r s e s Nursing Heads

Inner Circle – P.G.

Doctors

For the Training Programs the Stakeholders are as follows:
a. Managing Committee (MC) Members of Dr Reddy‟s.

b. Participants – the beneficiaries of all the programs organized by DRFHE

c. Nursing Heads (of Hospitals where the Abhilasha Programs were conducted)

d. India Business Team – The India Business Team of Dr Reddy‟s with whom DRFHE
interact to deliver the programs.

e. Faculty – Our Training Partners who delivered our Programs pan India.

f. Staff of DRFHE – Members who are involved in the day-to-day activities in ensuring the
execution of the Programs rolled out by DRFHE.

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