Nirvan Life Sciences

Dr.ShaliniRatan, MD Founder and Chief Knowledge Facilitator

Qualification / Experience
Professional strengths
MBBS, MD, Post doctoral fellowship.
9 years of medical marketing in pharmaceutical industry.
Domestic and multinational organizations.
Govt. and research based organizations
Strategic use of scientific communication
Art and craft of scientific writing
Value addition to scientific marketing
Healthcare public relations
Can interface between academics and industry
Can interface between medical and marketing
Proven credibility in academics and industry

The Journey of NIRVAN began from November 2009…..BY DEFAULT….NO IDEA…My strengths as a beginner..Risk taking ability..Thought of being different..Strong intention..

Not to forget my limitations
No business background.
Earning for myself.
Unpleasant experiences.
No major financial backup.
But “I” ??

Evolution of the IDEA….
A faint thought which gradually started glowing in mind.
Started with identifying gaps between HCO and HCP.
A purpose gave birth to NIRVAN and it’s LOGO…
Having an enlightened and liberated MIND…
Change in thinking and functioning..
Knowledge, Engagement, Empowerment, Relationship…
Company established as a Communication and Knowledge Facilitator for Healthcare Organizations and Healthcare Professionals

Mushrooming of medical tourism in leading hospitals….
IndiaToday, 2010
Key Segments in Healthcare
Pharmaceutical – Growing at 12% despite global economic pressures
Hospitals/Nursing Homes – Growing at 20%
Medical Equipment – Growing at 15%
Clinical Lab Diagnostics -Growing at 30%
Imaging Diagnostics – Growing at 30%
Other Services (includes Training & Education; Aesthetics & Weight loss; Retail Pharmacy etc).– Growing at 40%
Source : Mediminds
15 mega projects in 2010
IndiaToday
At The Cradle, Bangalore, a luxury car will be at your beck and call.

Sharpening of the IDEA is a continuous process..IDEA CONCEPT
Facilitating and Packaging the CONCEPT…
Strategic communication
Transforming
Relationships
Educate with “KNOWLEDGE”
Engage with “TOOLS”
Empower with “BENEFITS”
NIRVAN

Target Audience - Relationship model
Healthcare Professionals (HCP)
Healthcare Specialists
Healthcare Consultants
Family Physicians
Other Healthcare Professionals
Healthcare Organizations (HCO)
Pharmaceuticals
Non-pharma healthcare
Devicecompanies
Diagnostic companies
Clinical laboratories
Research Institutes

Products / Services
HCP
HCO

Value
Doctor-Patient
Organizations-Doctors
Goodwill of patients
Holistic management of patients
Increase word of mouth
Increase patient base
Enhance medical practice
Reflect the quality and image of the clinic
Build a BRAND
Increase customer loyalty
Increase customer base
Enhancing knowledge of sales and marketing professionals
NIRVAN

Sustainable advantage with differentiation
HCO
Gift knowledge to doctors.
Small / Medium companies do not have in house medical deptt.
Device and diagnostic industries still lack scientific communication and training.
Training with a difference.
Doctors as first line to deal with clients.
HCP
Doctor-Patient relationship
Of the doctors, For the doctors, By the doctors
Medical practice management.

Hurdles to take the concept across..
Resistance to change…Awareness required
Management considered as advertising…themselves managing practice.
Not willing to pay…creating value.
Companies not used to unconventional ways of promotion…approaching on a regular basis.
Control on expenditure…. short term consultancy / part time.
Sponsors needed….looking for partners.
Time and energy spent on follow up….

Strength required to overcome the hurdles
Exude enthusiasm….convinces people.
No hesitation in meeting new people…to explore new avenues.
Unlearn to relearn…no ego hassles.
Experience of medicine and corporate…gives confidence and belief.
Accepted being a doctor…make use of it.
NIRVAN is within me…

Current Status..
Focusing on :
Medico Marketing: Commun. agencies, Companies.
Approach:
Old references
LinkedIn
Writing articles
Email promotion
Brochure
Promo. Material: Email, Courier.
Cold calls by Relationship Manager
Website under development
Personal meetings

Self made promotional material

Current Status
Focusing on:
“Managing Patients and Practice” Workshops: Docs and companies.
Modules and approach for creating awareness and enrolling docs.
Good doctor / Good Doc-patient Relationship
Docs : Awareness seminars at associations,Medical colleges, hospitals, Meeting docs, Advert. In assoc. magazines,Exhibition.
Patients : Awareness seminars at Social clubs, Trusts, NGO’s, Press release, newspaper articles etc.
Practice manager / Soft skills

Exhibition at IMA,
March 2010

Affiliations / Alliances
Medical associations / Hospitals: KMA, IMA, BNHA,Sion hospital, Raheja,
Kokilaben.
Publication houses / Training academies: PASSI.
Healthcare Organizations: Bayer, Aventis, Abbott.: Novel idea
Partnering with IT healthcare professionals : Platform to approach doctors
Partnering with Nutritionists / Psychologists
Partnering with other scientific associations
Partnering with NGO’s / Councilors
Clinicians, Marketing and Branding expert
Member:
Indian Medical Association
Kandivli Medical Association
Indian Merchants Chamber – Health and Fitness Committe

Achievements
Idea getting accepted gradually.
Good response at exhibition…>90% of docs willing to learn to how to enhance practice.
IMA lecture in July 2010 for the medical students.
Articles in medical association magazines, journals and online.
People getting convinced and approaching to explore partnership.
Waivered sponsorship.
Possibility to talk at a National Conference on “Excellence in Healthcare in 21st Century” at Srinagar.
Pharma companies planning to sponsor / outsource the workshops.
First open program planned at Pune in July, 2010.
Working with two clients for medical communication

Revenue Lines
Expenditure of around Rs.70000 as
Capital Cost

Future Plans
Doctors to pay from their pocket..as the concept needs to be accepted as an educational requirement.
Medical Practice Management in B Schools, Patient Relationship Management in Medical colleges.
Certification for the Programs / Workshops
Workshops across India.
International clients….Outsourcing company for Healthcare Communication and Medical Practice Management.
Corporate Health Programs.

People Supporting
OD Consultant : Part time
Business Development: Voluntary support
Relationship Manager: Employee
Chartered Accountant
Web Designer
Mentors and Advisors
Friends and Family
My Driver

Some TIPS…
Always keep sufficient no. of visiting cards.
Always keep pen drive handy.
Send all business communications in a pdf format.
Keep upgrading knowledge in business, self improvement, work concept.
Keep meeting people and be “aware” of the CLUES given.
Respond to people.

Some Sharing…
Vision of changing conventional mindset of people.
Never faced any problem being a woman.
Power of intention works.
Plan with 5 senses and achieve with 6th sense.
A laser beam focus on the goal.
Microanalysis leads to paralysis.
Uncomfortable in the comfort zone.
Success is not in receiving the first cheque but when people start RELATING to your idea.

Long way to go…..

Nirvan Life Sciences

by HeadStart Foundation on Jun 15, 2010

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Nirvan Life Sciences — Presentation Transcript