Corporate Social Responsibility

We live in the millennium age, where boundaries mean little to the organisations turning global. One of the key characteristics of globalisation is the spread of the market and the change in the mode of production along with the concept of business. Today, business is not only a profit-making proposition but also a personified image, which can think, leap, rebel and emote. It is this character of business that has brought Corporate Social Responsibility (CSR) to the limelight. An offshoot of globalisation, CSR has gained immense prominence and popularity in the decision-making world. A reflection of which can be seen in the healthcare industry and the hospitals. In India, the effect of CSR though not profound, is evident in small efforts the industry is making. Yet, there is a need for greater visibility, education and awareness of the concept.
In the last 20 years, healthcare industry in India has witnessed rapid growth and development.  Multinational corporations as well as hospitals have played a key role in defining healthcare market in India and influencing the behaviour of a large number of consumers. With the explosion of Information Technology (IT) and medical tourism in healthcare, a new model of business and corporate governance has been created. Further, the new generation of leaders in the industry are concerned about the response of the community and sustainability of the environment — the two important aspects of viability in business. It is in this context that we need to understand the recent debate in CSR.

CSR in Indian healthcare
Globally, the healthcare segment has reacted positively to the changing scenario of CSR. The industry has witnessed gradually metamorphosing consumer behaviour and have realised that ‘cause marketing’ makes good business sense. “The perception of CSR is changing. It is slowly moving away from philanthropy to a process of sustainability, where the company and community have an ongoing engagement,” informs Shefali Chaturvedi, Director & Head-Social Development Initiatives, Confederation of Indian Industry (CII). There are external bodies like the WHO and its allies like Global Fund, who have redefined the paradigms of social value and have thus, redefined care.
In the Indian scenario, however, there is a general lack of awareness amongst healthcare institutions. Here CSR exists more in the form of traditional corporate philanthropy. “Corporate responsibility is achieved when a hospital focusses all its practices to ensure that it operates in ways that meet, or exceeds, the ethical, legal, environmental, commercial and public expectations that society has of a healthcare institution”, says Suyash Borar, COO, BM Birla Heart Research Centre, Kolkata. Moreover, it is looked upon as an activity related to larger corporate houses. Small organisations refuse to accept any responsibility to the society except running a successful business. Corporate houses are often unaware of the nature of CSR related initiatives undertaken and the magnitude of their investments in these initiatives. Since the investments are not systematically deployed, many a times, the process turns out to be ineffective. “The old established large manufacturing business houses have been practising charity for many decades now and have necessary systems and processes in place. Whereas, the new age large business houses and companies are engaging more in a systemised way identifying key areas where they want to make a difference,” confirms Chaturvedi.
Experts opine that CSR not only pertains to private hospitals but should also be followed by trust and not-for-profit hospitals. Consequently, being socially responsible also means finding the right balance between what patients want and governments can afford, ensuring that society as a whole has good standards of public health and that staff is willing