International Journal of Scientific and Research Publications, Volume 7, Issue 1, January 2017 244 ISSN 2250-3153 www.ijsrp.org Role of Paramedical Institutes and Staff in Brand Building and Social Perception of Private Medical Institutes at Lucknow, UP, India Kavita Tiwari * , Surendra Kumar ** , Pooja Singh *** * Research Scholar, School of Management, Babu Banarasi Das University, Lucknow ** School of Management, Babu Banarasi Das University, Lucknow *** Department of Humanities, Babu Banarasi Das Northern India Institute of Technology Abstract- Paramedical services plays vital role in case of pre-hospital medical emergency services. The outstanding paramedical services also improve the Social Perception and subsequently help in the Brand Building. In this paper, a study has been done to identify the effect of paramedical services on the Social Perception and Brand Building of the hospital. In this study, a relevant questionnaire has been filled by 200 respondents including paramedical staff in 9 hospitals at Lucknow. Five case studies are performed in this study to know the relation among Social Perception, Brand Building, Fund Management and Role Performance. Index Terms- Paramedical Staff, Social Perception, Brand Building, Fund Management and Role Performance I. INTRODUCTION aramedical services deals with the pre-hospital medical emergency services. The person who deals with the above paramedical services is known as a Paramedic. The major contribution of a paramedic is to provide primary medical and trauma care. A successful paramedic always has presence of mind to take right decisions in the critical care. The paramedical science includes working in different areas, i.e. fracture management, spinal injury management, obstetrics, dealing with burns and assessment. Apart from this, a paramedic must have been well trained to deal with medical equipment maintenance, procedures, radio operating procedures along with emergency vehicle operation as discussed by Narayan (2016). The paramedical persons serve many job responsibilities like medical job maintenance, radiography technicians, radiologists, physiotherapists, speech therapists, audiologists, dialysis therapists, emergency technicians, emergency care practitioners, perfusion technicians, cardiac technicians and respiratory therapists as discussed by Sharma et al. (2016). As per the information provided by the Oxford dictionaries, the paramedical institutes are relating to the services and profession which supplement and support the medical work but do not require fully qualified doctor, such as nursing, radiography, emergency first aid etc. Fioroni and Titterton (2009) explained that private hospitals always focus on the quality services delivered to the patients. The higher quality of medical treatment as discussed by Talib at al. (2015) will satisfy the patients and further will improve the social perception of the hospital which helps in the brand building of the hospital. Paramedical persons (staff) have a big role in improving social perception and brand building because they always deal with the primary and basic medical needs of the patients at the root level explained by Abdulrahaman (2015). Social satisfaction and working methodology are integrated with each other as explained by Tiwari et al. (2015). A meta-analytically examined hypothesis has been designed to test and extend the working methodology with the integration of motivational, social and work context characteristics by Humphrey et al. (2007). By analyzing performance dimensions by the patients and their attendants, the strategic recommendations to Indian hospital administrators has been carried out by Padma et al. (2014). In this study, the attendants and patients perceptions were collected through questionnaire. The role of anesthesiologist among the paramedical staff at Kathmandu University hospital has been analyzed by Bhattarai et al. (2012). In this study the major focus is on the role of anesthesiologist in Operation Theater in Intensive Care Unit, acute and chronic pain management and in emergency care cases. The relationship between family-work and work-family conflict has been analyzed by Hatam et al. (2016) at hospitals affiliated to Shiraz University of Medical Sciences (SUMS) and they presented a model named SEM. The social support and quality of life are discussed by Shishehgr et al. (2013). Using focus group discussions, the staff perceptions of hand hygiene has been discussed by Joshi et al. (2012) in a rural teaching hospital in India. Patient satisfaction is an important parameter in the success of hospital. A study in this regard has been performed by Intezar et al. (2016). The knowledge and attitude of health care workers in orga donation played vital role. A study in this regard has been done by Ahlawat et al. (2013). A similar study has been done by Arun (2015) in the case of eye donation. The widely used approaches for assessing hospital support for safety and improvement are Agency for Health Care Research (AHRQ) and quality hospital survey on patient safety culture (HSPSC). The data from 5 US hospitals have been analyzed the degree of agreement in perceptions of the groups which P