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)
Other Healthcare Professionals
Healthcare Organizations (HCO)
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,
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.