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Inventory Journal

1. The document discusses efficient equipment management for the biomedical engineering department in a hospital. It focuses on the case of AlGarhoud Private Hospital in Dubai. 2. Currently, the hospital's medical equipment inventory of over 900 pieces is managed manually using Excel, which risks human errors in updates and maintenance scheduling. The document recommends implementing an enterprise asset management software to better manage the large inventory. 3. Key aspects of effective equipment management discussed include regular preventative maintenance, documentation of equipment specifications and service records, and maintaining an accurate inventory to support budget planning and ensure patient safety.

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0% found this document useful (0 votes)
115 views6 pages

Inventory Journal

1. The document discusses efficient equipment management for the biomedical engineering department in a hospital. It focuses on the case of AlGarhoud Private Hospital in Dubai. 2. Currently, the hospital's medical equipment inventory of over 900 pieces is managed manually using Excel, which risks human errors in updates and maintenance scheduling. The document recommends implementing an enterprise asset management software to better manage the large inventory. 3. Key aspects of effective equipment management discussed include regular preventative maintenance, documentation of equipment specifications and service records, and maintaining an accurate inventory to support budget planning and ensure patient safety.

Uploaded by

hendranatj
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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International Review of Management and

Marketing
ISSN: 2146-4405

available at http: www.econjournals.com


International Review of Management and Marketing, 2018, 8(3), 69-74.

Efficient Equipment Management for Biomedical Engineering


Department in the Hospital

M. Aruna1*, Uma Gunasilan2, Saadia Naeem3

Faculty of College of Engineering and Computing, Al Ghurair University, Dubai, UAE, 2Faculty of College of Engineering and
1

Computing, Al Ghurair University, Dubai, UAE, 3MSEM, College of Engineering and Computing, Al Ghurair University, Dubai,
UAE. *Email: [email protected]

ABSTRACT
Biomedical equipment management is a significant concern for safety and worth in the current hospital operations environment. In effect, the practice
of an efficient information system will effectually stimulate the managing performance. The drive of this approach is to outline an efficient equipment
management that affords for the safe and steadfast operation of medical equipment used in the treatment of patients. In this research work, AlGarhoud
Private Hospital’s biomedical engineering department, UAE is taken into consideration. This particular establishment is chosen due because it meets
the criteria of being a private medical organization that is currently undergoing a revamp in their equipment management system. Collections of
data and information dating back from 2010 have been compiled and analyzed. Firstly, the focus has been on asset management. Currently, medical
equipment’s inventory is managed on Microsoft Excel. Data from 2017 states that there are a total of 900 medical equipment’s, and hence reflects its
important to manage inventory effectively. Since inventory is getting managed manually, there have been recorded high chances of human error to
miss out an important update or maintenance schedule every month. A new software named as enterprise asset management has been recommended
to resolve this particular issue.
Keywords: Efficient Equipment Management, Enterprise Asset Management, Inventory Management
JEL Classification: O3

1. INTRODUCTION indicators. Hospital and clinical administrators are faced with


the expectation for return on investment that meets accounting
The role of the Biomedical Engineering Department in a hospital guidelines and financial pressures (David and Jahnke, 2004. p. 73).
is to manage the hospital’s medical equipment. The goal of The appropriate deployment of healthcare technology contributes
biomedical equipment management is to provide electrically to the improvement in the quality of healthcare delivered (Sprague,
safe, calibrated and well-functioning equipment with the purpose 1988. p. 26).
of delivering best healthcare for patients and to present the best
cost effective manner of maintaining equipment in a hospital. As rapid changes in the complexity and variety of technological
The more effective the management is, the less the chances of tools and in the measurement of patient care outcomes taking
inconveniences caused by malfunctioning of equipment will occur. place, it is best to facilitate transfer of such knowledge having
Similarly, the better a hospitals equipment are taken care of, it well defined body of knowledge. As systems complexity and
presents a logical solution from the point of financial, technical integration continues to increase, now is the time to demonstrate
and customer-centric feasibility. A biomedical engineer, basically, that the required competencies do contribute to desired outcomes
is an equipment manager, whose job is to provide the end-users (Yadin, 2008. p. 15).
or clinical staff with medical equipment.
To facilitate the process, the current state of the hospital’s inventory
Technology also enables integration and systems management should be assessed and quantified by the clinical engineer and the
in a way that contributes to improvements in the level of health users with the use of quantified criteria. This process is aided by

International Review of Management and Marketing | Vol 8 • Issue 3 • 2018 69


Aruna, et al.: Efficient Equipment Management for Biomedical Engineering Department in the Hospital

the existence of both biomedical equipment and finance capital Inventory of medical equipment’s evaluates the equipment’s that
equipment databases outcomes (Blair, 2002. p. 23). are present in a hospital, and also, provides with details such as
model and quantity etc. of medical equipment’s. Inventory acts
In National Taiwan University Hospital, a framework of medical as a base for efficient equipment management since it is also
equipment management system is used for in-house clinical proving the preventive maintenance timetables and keeps records
engineering department. The system was web-based, and it of service calls and recall notices etc. Inventory can also show
integrated clinical engineering and hospital information system finance related data that allow for budget evaluations to be done
components (Chia-Hung et al., 2010. p. 6054). To face the tough objectively and beneficially. Some of the items that are managed
competition environment and complex health care system, in the Al Garhoud Private hospital are logbooks, instructional and
all hospitals should take the appropriate operational activities service manuals and CDs, medical equipment files, preventive
of medical devices such as purchase, contract, repair, and maintenance schedules and ensuring that equipment’s are safe to
maintenance (Andreas et al., 2009). use. Other than that, spare parts, consumables and accessories of
equipment’s are also included and monitored. The primary goal of
There are a set of major and minor issues faced by a biomedical asset management is to enable an organization to meet its service
engineering department in the hospital and these are discussed in delivery objectives efficiently and effectively, and minimize the
more elaborate in the coming part. risk associated with asset failure.

1.1. Minor Problems 1.3.2. Maintaining the integrity of the specifications and
Often, the maintenance labels to indicate the due for service of an inventory used in Al Garhoud Private Hospital
equipment is missed. This, although a minor issue, accumulates Inventory of medical equipment evaluates the equipment that
to present a much larger problem in regards to the maintenance is present in a hospital, and also, provides with details such as
of the highly valuable and sensitive equipment. model and quantity etc. of medical equipment. Mostly, medical
equipment inventories are managed at the organizational level.
Another issue that is problematic is that documents that get filed Small facilities, like healthcare clinics might update the inventories
wrongly. It is an issue of documents not being kept in order and less frequently because in these facilities, the quantity of medical
correctly by staff members and their coordination. This issue equipment is lesser than what would be expected of a full-fledged
then gives way for the other minor issue which relates to team hospital (Table 1).
coordination and whether personnel are communicating with each
other clearly and fulfilling each of their duties instead of assuming On the other hand, larger facilities have to keep their inventory well
that the person previous or after would be filing/labeling the said updated as it is often the case that they have thousands of medical
documents for each equipment. equipment to be kept a track upon and maintained. By using a
Computerized Maintenance Management System, equipment
1.2. Major Problems logs to record events associated with a piece of equipment can be
The following mentioned are larger issues that are apparent and created (Whelpton and Cooke, 1990. p. 248).
prevalent within the organization. Errors while managing medical
equipment inventory, which is considered to be a significant The type of inventory applied depends on the type, size and culture
problem that can result in the equipment being damaged, used of an organization. An inventory’s length is based on information
incorrectly and causing financial and mental distress to all inserted in it and the role it plays for department as well as the users
stakeholders. of the particular facility. There are various medical equipment that
need consumables and accessories depending upon the service to
Calibrations of equipment can also prove to be of issue due to be performed. To keep a record of all these items, facilities have
some of the medical equipment’s that cannot be done in a correct a separate inventory.
and timely manner due to lack of testing tools that are particularly
meant for the equipment in question. This inventory includes simple consumables such as white A4
papers and different colored paper, reagents, CTG printing paper
1.3. Equipment Inventory Management to blood tubing sets, ventilator breathing sets, BP cuffs etc. In this
1.3.1. Asset management inventory, quantity, production and expiration dates of items are
Technology of health-care is considered a crucial part of health- added to monitor details and use the consumables or accessories
care industry because it plays a major role in diagnostics, before their respective expiry dates. A well-managed inventory
treatment, monitoring and giving therapies to patients. It eventually never lets the organization run out of stock, and additionally, it
provides the quality health care that all stakeholders expect. provides crucial budgeting details.
Managing medical equipment’s properly and efficiently, ultimately
ensures that health care services are presented in a secured and Another inventory is required to manage the record of spare parts
successful manner. For this purpose primarily, it is important to and replacement kits required by medical equipment depending
create an inventory for managing medical equipment’s. Inventory on type of service call and manufacturer recommendation. Items
is basically a working document that is inspected and updated at should be in stock at all times to maintain good operation of
regular time intervals in order to provide precise information about equipment. This inventory includes replacement kits, O-rings,
the said medical asset. printer heads etc. Some general items are also included, such

70 International Review of Management and Marketing | Vol 8 • Issue 3 • 2018


Aruna, et al.: Efficient Equipment Management for Biomedical Engineering Department in the Hospital

Table 1: A sample of the equipment inventory in Al Garhoud private hospital


Included in inventory Explanation
Equipment Identification number Specific number for each equipment from which it is identified labeled by organization
Item/Equipment type Describes the item/equipment. For example ECG machine, MRI machine etc.
Equipment Description Brief definition and function of medical equipment is inserted
Item/Equipment model number Specific identification model of medical equipment. For example, Aplio 400 and Aplio 500 are
two different models of ultrasound machine
Equipment Manufacturer Manufacturer’s name, contact details and address are added in inventory as required by facility
Serial Number Identification number of a medical equipment assigned by manufacturer
Location of medical equipment Location of each medical equipment is specified to show where it is kept in facility
Current status of medical equipment This column of inventory shows the current state of medical equipment like under service, out
of service, waiting for spare parts, beyond repair etc.
Inventory’s update record These dates show when, why and what was updated in inventory last time
Power Needs Each equipment is having its own needs for power. In the column, power needs are specified.
For example 110V, 220V, 380V and 3 phase

as lie screws, bulbs, power cords that are available in stock. responsible people might also have to look in stores, cupboards
This inventory can help to gauge and manage the approximate etc. to ensure that there are no possibilities left exhausted in the
equipment in stock. pursuance of a complete inventory. It is also possible that some
beyond repair medical equipment can be found during this process
Some other types of inventories can also be used optionally as and it will present a good opportunity for the concerned department
a support tool to record the issues related to medical equipment. to dispose and look for a new alternative to such equipment.
These are as outlined below:
Equipment tools and testing tools inventory - It includes all For a new hospital or facility, it is essential to collect data of
the general tools such as screw drivers, Allen keys etc. and inventory before facility gets operational. This will be in favor
equipment testing and calibrations tools such as electrical of the facility to have a full, complete and accurate record of
safety test analyzer, NIBP analyzer etc. This inventory medical equipment from the beginning of operations. After
endeavors to help the biomedical engineering team to organize collecting complete data, it is assembled and prepared in the form
their workshop tools and calibration equipment properly. of document in computers, based on the facility and how it intends
Hospital and industrial equipment inventory - Services or to document the inventory.
equipment, such as sterilizers, autoclaves, water purifiers,
vacuums, medical gas system etc. also play an essential role 1.4.2. Information update
in running a hospital smoothly. These items should also be Whenever there are changes made related to medical equipment,
maintained at specific time intervals. Hospital and industrial it is mandatory that it is updated in the concerned inventory. If
equipment inventory is comprised of all such items. new equipment is installed, it is added into the inventory before
Safety equipment inventory - There is also an inventory of it becomes operational. If medical equipment is on reagent bases,
safety equipment like fire extinguishers, hoses, fire alarms etc. consumable bases or loan bases, it will be added into inventory.
because even safety equipment needs to be checked at regular Inventory should be assembled in the way that any changes done
intervals of time to make sure that these items can provide are indicated clearly such as; change of location, maintenance
safety at the time of disaster. dates and software up gradation etc.

1.4. Inventory Management in Al Garhoud Private 2. ANNUAL AUDIT/REVIEW


Hospital
An inventory becomes successful only when it is detailed and Inventory is checked and evaluated by engineering department
precise. It is important to maintain and make sure an inventory is or any other responsible person annually. The reason to do so is
kept up to date by making all the necessary alterations or additions to keep an audit check on the items and to do corrections of any
as per requirements in a timely, accurate and accountable manner. mistakes, if any are found in World Health Organization (2011).
Inventory can be categorized in three stages: As discussed in II. Equipment Inventory Management, a similar
process is repeated in which a team of people work together
1.4.1. Initial data collection to check the medical equipment physically and on the system
For an existing hospital or facility, it is essential to have a medical to reconfirm that all the information on the system is accurate.
equipment inventory, and for creating an inventory, it is important All required changes are noted and edited in the inventory
to collect all the data related to medical equipment that are respectively.
available in the facility. For this purpose, many people and groups
of people are involved, such as end-users with good knowledge 2.1. Managing Inventory on Computers
about equipment; biomedical engineers do the main job of building While not recommended, it is fine to use a paper based inventory
an inventory by visiting the end-users and departments, analyzing for smaller facilities as long as they are managed properly, it is
all medical equipment physically and noting down important certainly recommended that large computerized systems are better
information as per requirements. While making an inventory, the and easier to use, in bigger facilities. Computer based inventories

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Aruna, et al.: Efficient Equipment Management for Biomedical Engineering Department in the Hospital

have the ability to combine all the data such as maintenance dates, equipment area, technical documentation and manuals area, spare
installation dates, locations etc. all in a single management system. parts and accessories cabinets etc.

These computerized inventory management systems are basically Since test and calibration tools are expensive, it is essential to keep
the software or worksheets that can be used for efficient inventory the record in the form on inventory to monitor the use of tools to
management. Software that are available in the market and can avert from any loss that can happen due to misuse or mishandling.
also be customized as per organization’s requirements. Mostly, Also, these tools require calibration, due calibration dates will be
for a simple and straight forward inventory, excel worksheets notified in inventory management system.
or database software is used to insert and maintain the medical
equipment data. 2.2.3. Decisions about necessary staff
Data of equipment present in inventory gives the staff an idea
Inventory management systems are also capable of storing the about equipment and determines the skills of staff required for
service and repair histories of each equipment in the inventory. In maintaining the workflow of inventory. There are many types
case of any services performed on equipment, it will be updated on of medical equipment with different technical specifications,
the system. After a while, if another person wants to see the data functions and requirements. Depending on the complexity of
on the same equipment, he/she can see the complete maintenance the medical equipment, knowledge about equipment and skills
or service history of the equipment that can assist the person in of staff, a manager assigns the staff for handling the issues that
performing the service of equipment. particular equipment.

Tracking the order of work is also the function of this inventory Clinical staff is also responsible for handling the equipment
management system that is computer based. The access to these with care, operating properly, cleaning, disinfecting, shifting (if
work orders is with biomedical engineering department since they required) and inform biomedical engineers for service issues.
are the responsible people. Very few computerized systems are Clinical staff also plays an important role in inventory management
designed in such a way that they provide the engineering with by limiting resource settings.
notifications of due maintenance dates and checklists of devices.
2.2.4. Training requirements
2.2. Inventory as a Tool After making an inventory, engineers might face issues like failures,
Once an inventory is built, it becomes a very useful and essential misuse or mishandling of equipment, this happens because of lack
tool for biomedical engineering department and the facility itself. of training. So, it is important to provide trainings for biomedical
In the case of Al Garhoud Private Hospital, the below are the engineers and end-users, both, technical and operational trainings.
outcomes of the implementation of the inventory system. When new equipment is installed, it is indicated in the inventory.
Inventory can also show the training status of equipment, hence,
2.2.1. Predicting and making budgets this data can also be updated in inventory to keep a record and
The medical equipment inventory can also assist in predicting trace that all equipment will be used efficiently. This will favor to
different budgets. Present data of equipment’s is monitored to know; only that staff will use the equipment that is well trained.
observe if and medical equipment needs replacement, or if its life
is ended, or it’s depreciated, or the budget required for upcoming 2.2.5. Service contracts management
years followed by the purchase of new medical equipment. Sometimes, equipment requires service that cannot be done in-
house, so, suppliers support will be required to perform such
Operating costs, servicing costs, maintenance costs, spare parts services for medical equipment. Mostly, this is done for big and
costs, yearly, all can be forecasted and future budgets can be complex equipment and equipment under warranty. Inventory can
planned accordingly. Also, use of spare parts can be monitored; assist in explaining when external services are required and can
items to be kept in stock can be predicted and entered in budget. also give the idea about budget required for providing services.

2.2.2. Designing and equipping medical equipment workshop Suppliers can provide services either in clinical departments or
It is essential to keep a biomedical workshop well equipped with by moving equipment to biomedical engineering workshop. It is
test tools and other required tools to provide effective services important for biomedical engineering department to keep a record
for medical equipment. Workshop should also have large space of what services are performed by suppliers by adding all the
to perform tasks easily. Equipment inventory management system information in inventory. Also, biomedical engineering department
will also provide with the list of test tools and other important tools should receive service report from suppliers, stating what services
available in the workshop, required for performing proper services are performed by them.
and maintenance of equipment. It will also provide the budget
required for calibration, purchase and maintenance of instruments. 2.2.6. Efficient equipment inventory management
It is essential for a facility to keep a maintained and update
It depends on technical requirements of medical equipment that inventory. Inventory is the base of equipment inventory
what space and which place it needs for servicing and maintaining management. Maintenance done dates and due dates, testing
and accordingly workshop areas will be divided for work. These of equipment and inspection at time intervals are indicated in
divisions might include area for disinfecting equipment, store, test inventory. Facility will also include items such as spare parts and

72 International Review of Management and Marketing | Vol 8 • Issue 3 • 2018


Aruna, et al.: Efficient Equipment Management for Biomedical Engineering Department in the Hospital

accessories that don’t need regular checks but these items are added Biomedical engineering department is directly connected
mainly for budgeting and tracking quantity. Organizing technical to patients via medical equipment that favor in diagnostics,
documents is also done in inventory. Properly arranging reports in lifesaving and curing patients. Biomedical engineering regulation
inventory files provide easy access to reports when required also in Al Garhoud Private Hospital is proportionate with the modern
ensures good quality of technical services. technology when it comes to medical equipment. Management
does not only refer to repair or maintenance of medical equipment,
2.2.7. Ordering spare parts and accessories there are certain roles given below that biomedical engineering
Medical equipment inventory can favor to identify the spare parts department perform in management of medical equipment:
and accessories that are required to be ordered. Inventory notifies • Classifying medical equipment according to complexity
the biomedical engineers if spare parts and accessories quantity is • Requesting and recommending the purchase of new equipment
ending due to which services can stop, so that engineers can request • Scheduling planned preventive maintenance and calibrations
to purchase more at right time. Main purpose of inventory of spare of medical equipment
parts and accessories is to decide the rates of use and determine • Plan the life cycle and determine the life span of medical
the reordering level that will be enough to maintain service until equipment
new order is placed and parts are received. • To suggest up-gradations from time to time with the aim of
keeping the equipment up to date as compared to market
2.2.8. Making replacement and disposal policies • Schedule the medical equipment’s operational and service
All medical equipment has a particular lifetime after which they trainings for end-users and biomedical engineering staff
need replacement or disposal. History of service of medical • Request for test tolls and calibration tools for maintaining the
equipment is available in inventory if equipment goes beyond medical equipment more efficiently
repair, out of service or missing etc. The trends that are available • Propose normalization of equipment to reduce the costs from
on inventory can favor the biomedical engineers to determine the maintenance and trainings after procurement
lifespan of medical equipment and its cost effectiveness to let the • Decide what spare parts and accessories are to be kept in stock
equipment stay in-service, efficiently. Such type of data available to be used when required for servicing medical equipment.
in inventory can help the engineers to generate the policies for
disposing or replacing equipment’s. Similarly, budgets can also 2.4. Inventory Management at Al Garhoud Private
be formed to plan the purchase of new equipment. Hospital
Medical Equipment Inventory Management is explained in detail
2.2.9. Preparing case for medical equipment normalization in previous section. Inventory is a list of medical equipment
Examining medical equipment inventory can favor in normalizing managed by biomedical engineering department. Medical
or standardizing medical equipment. Assessing the inventory Equipment Inventory Management is explained in detail in
includes examining costs of accessories and spare parts, previous section. Inventory is a list of medical equipment managed
percentage of beyond repair equipment, end-users way of by biomedical engineering department. It is important to keep
operating equipment, engineer’s way of maintaining medical the inventory updated all the time so as to get proper information
equipment due to complexity of equipment, cost of trainings about present status of medical equipment.
for end-users and engineering staff. Normalizing the equipment
will help to reduce costs of trainings so that more individuals It is the decision of department to add the information in inventory
can get trained on single type of equipment, reduction of spare that is required by them according to protocols. The aim is to have
parts and accessories cost and lowering the costs of test tools an updated inventory at all times that can provide appropriate
and other tools etc. current information of all medical equipment. Currently, in
Al Garhoud Private Hospital, inventory is getting managed on
From the above mentioned information, it is observed that, Microsoft Excel Worksheet.
inventory is very essential and powerful tool. For managing
medical equipment, inventory serves as the base of medical As observed from Table 2 and 3, from the displayed data, it is clear
equipment management. Any facility of hospital planning for that errors are occurring every month while editing and updating
improvements must have a well updated inventory as the first inventories. This creates a problem for biomedical engineering
step. Medical equipment inventory management is the complete department in the management of the medical equipment.
responsibility of biomedical engineering department.
Currently, Biomedical Engineering Department is managing
In this work, medical equipment inventory of Al Garhoud Private the equipment inventory on Microsoft Excel Worksheets. The
Hospital has been analyzed. analysis was performed to observe where exactly the issues faced
by Biomedical Engineering Department are centered around. The
2.3. Biomedical Engineering Department in Al evidence presented in both the Tables 3 and 3 strongly suggest
Garhoud Private Hospital that, managing medical equipment inventory on excel worksheets
The role of Biomedical Engineering Department in a hospital are displaying some disadvantages. Due to these manual errors,
is to manage the medical equipment. Biomedical engineering that occurs while managing medical equipment inventory,
department of Al Garhoud Private Hospital provides in-house the efficiency of biomedical engineering department reduces.
facilities and services. For managing such problems, asset management software is

International Review of Management and Marketing | Vol 8 • Issue 3 • 2018 73


Aruna, et al.: Efficient Equipment Management for Biomedical Engineering Department in the Hospital

Table 2: A sample summary of data collected from Al faced by the facility in terms of its current inventory management
Garhoud Private Hospital inventory between 2016 and 2017 and the errors that are being presented by it as displayed in the
Date Errors percentages (%) Table 3.
2016
January, 2016 3 2.4.1. Introduction to asset management
February, 2016 6 Asset management systems can favor facilities to improve
March, 2016 8
April, 2016 2
medical equipment management. The optimized medical
May, 2016 9 equipment inventory functions to manage the life cycle of
June, 2016 4 medical equipment, starting from planning until procuring and
July, 2016 1 continued with deploying, tracking equipment’s performance,
August, 2016 2 maintenance and disposing. Asset management is medical
September, 2016 5
equipment inventory management in this case. For better
October, 2016 4
November, 2016 3 inventory management, enterprise asset management (EAM)
December, 2016 1 software can be used.
2017
January, 2017 2
February, 2017 3 5. CONCLUSION
March, 2017 8
April, 2017 2 For the efficient management of inventory of Al Garhoud Private
May, 2017 6 Hospital, EAM is suggested to be used instead of Microsoft
June, 2017 4 worksheets. EAM is currently being used in well-known hospitals
July, 2017 3
August, 2017 5 in UAE. These companies and more that are using EAM have
September, 2017 5 reported satisfactory results with the software and have given
October, 2017 4 positive reviews about it. The ratings of EAM are 3.9/5.0,
November, 2017 9 which means it is reliable and suitable for use. Computerized
December, 2017 2 system software is the need of the hour for managing biomedical
equipment’s. This will save many man-hours and also make the
Table 3: A sample summary of data collected from Al system more efficient.
Garhoud Private Hospital inventory between 2015 and
2017 6. ACKNOWLEDGMENT
Errors observed from January to December, 2016 in 5 intervals
January 2 ‑ ‑ ‑ ‑ Al Garhoud Private Hospital, Dubai, UAE is highly acknowledged
February 204 ‑ ‑ ‑ 17 by the authors for providing indispensable documents for this
March 63 ‑ ‑ ‑ 1
April 35 ‑ ‑ ‑ 1 research.
May 29 ‑ ‑ ‑ 1
June 2 ‑ ‑ ‑ ‑ REFERENCES
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74 International Review of Management and Marketing | Vol 8 • Issue 3 • 2018

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