Nirvan Life Sciences


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Nirvan Life Sciences by Dr. Shalini Ratan

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Nirvan Life Sciences

  1. 1. Dr.ShaliniRatan, MD Founder and Chief Knowledge Facilitator<br />
  2. 2. Qualification / Experience<br />Professional strengths<br />MBBS, MD, Post doctoral fellowship.<br />9 years of medical marketing in pharmaceutical industry.<br />Domestic and multinational organizations.<br />Govt. and research based organizations<br />Strategic use of scientific communication<br />Art and craft of scientific writing<br />Value addition to scientific marketing<br />Healthcare public relations<br />Can interface between academics and industry<br />Can interface between medical and marketing<br />Proven credibility in academics and industry<br />
  3. 3. 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..<br />
  4. 4. Not to forget my limitations<br />No business background.<br />Earning for myself.<br />Unpleasant experiences.<br />No major financial backup.<br />But “I” ??<br />
  5. 5. Evolution of the IDEA….<br />A faint thought which gradually started glowing in mind.<br />Started with identifying gaps between HCO and HCP.<br />A purpose gave birth to NIRVAN and it’s LOGO…<br />Having an enlightened and liberated MIND…<br />Change in thinking and functioning..<br />Knowledge, Engagement, Empowerment, Relationship…<br />Company established as a Communication and Knowledge Facilitator for Healthcare Organizations and Healthcare Professionals<br />
  6. 6. Mushrooming of medical tourism in leading hospitals….<br />IndiaToday, 2010 <br />Key Segments in Healthcare<br /><ul><li>Pharmaceutical – Growing at 12% despite global economic pressures
  7. 7. Hospitals/Nursing Homes – Growing at 20%
  8. 8. Medical Equipment – Growing at 15%
  9. 9. Clinical Lab Diagnostics -Growing at 30%
  10. 10. Imaging Diagnostics – Growing at 30%
  11. 11. Other Services (includes Training & Education; Aesthetics & Weight loss; Retail Pharmacy etc).– Growing at 40%</li></ul> Source : Mediminds<br />15 mega projects in 2010<br />IndiaToday<br />At The Cradle, Bangalore, a luxury car will be at your beck and call.<br />
  12. 12. Sharpening of the IDEA is a continuous process..IDEA CONCEPT<br />Facilitating and Packaging the CONCEPT…<br />Strategic communication<br />Transforming <br />Relationships<br />Educate with “KNOWLEDGE”<br />Engage with “TOOLS”<br />Empower with “BENEFITS”<br />NIRVAN<br />
  13. 13. Target Audience - Relationship model<br />Healthcare Professionals (HCP)<br /><ul><li>Healthcare Specialists
  14. 14. Healthcare Consultants
  15. 15. Family Physicians
  16. 16. Other Healthcare Professionals</li></ul>Healthcare Organizations (HCO)<br /><ul><li>Pharmaceuticals
  17. 17. Non-pharma healthcare
  18. 18. Devicecompanies
  19. 19. Diagnostic companies
  20. 20. Clinical laboratories
  21. 21. Research Institutes</li></li></ul><li>Products / Services<br />HCP<br />HCO<br />
  22. 22. Value<br /> Doctor-Patient<br /> Organizations-Doctors<br />Goodwill of patients<br />Holistic management of patients<br />Increase word of mouth<br />Increase patient base<br />Enhance medical practice<br />Reflect the quality and image of the clinic<br />Build a BRAND<br />Increase customer loyalty<br />Increase customer base<br />Enhancing knowledge of sales and marketing professionals<br />NIRVAN<br />
  23. 23. Sustainable advantage with differentiation<br />HCO<br />Gift knowledge to doctors.<br />Small / Medium companies do not have in house medical deptt.<br />Device and diagnostic industries still lack scientific communication and training.<br />Training with a difference.<br />Doctors as first line to deal with clients.<br />HCP<br />Doctor-Patient relationship <br />Of the doctors, For the doctors, By the doctors<br />Medical practice management.<br />
  24. 24. Hurdles to take the concept across..<br />Resistance to change…Awareness required<br />Management considered as advertising…themselves managing practice.<br />Not willing to pay…creating value.<br />Companies not used to unconventional ways of promotion…approaching on a regular basis.<br />Control on expenditure…. short term consultancy / part time.<br />Sponsors needed….looking for partners.<br />Time and energy spent on follow up….<br />
  25. 25. Strength required to overcome the hurdles<br />Exude enthusiasm….convinces people.<br />No hesitation in meeting new people…to explore new avenues.<br />Unlearn to relearn…no ego hassles.<br />Experience of medicine and corporate…gives confidence and belief.<br />Accepted being a doctor…make use of it.<br />NIRVAN is within me…<br />
  26. 26. Current Status..<br />Focusing on :<br />Medico Marketing: Commun. agencies, Companies.<br />Approach:<br />Old references<br />LinkedIn<br />Writing articles<br />Email promotion<br />Brochure<br />Promo. Material: Email, Courier.<br />Cold calls by Relationship Manager<br />Website under development<br />Personal meetings<br />
  27. 27. Self made promotional material<br />
  28. 28. Current Status<br />Focusing on:<br />“Managing Patients and Practice” Workshops: Docs and companies.<br />Modules and approach for creating awareness and enrolling docs.<br />Good doctor / Good Doc-patient Relationship<br />Docs : Awareness seminars at associations,Medical colleges, hospitals, Meeting docs, Advert. In assoc. magazines,Exhibition.<br />Patients : Awareness seminars at Social clubs, Trusts, NGO’s, Press release, newspaper articles etc.<br />Practice manager / Soft skills<br />
  29. 29. Exhibition at IMA, <br />March 2010<br />
  30. 30. Affiliations / Alliances<br /><ul><li>Medical associations / Hospitals: KMA, IMA, BNHA,Sion hospital, Raheja,</li></ul>Kokilaben.<br /><ul><li>Publication houses / Training academies: PASSI.
  31. 31. Healthcare Organizations: Bayer, Aventis, Abbott.: Novel idea
  32. 32. Partnering with IT healthcare professionals : Platform to approach doctors
  33. 33. Partnering with Nutritionists / Psychologists
  34. 34. Partnering with other scientific associations
  35. 35. Partnering with NGO’s / Councilors
  36. 36. Clinicians, Marketing and Branding expert</li></ul>Member:<br />Indian Medical Association<br />Kandivli Medical Association<br />Indian Merchants Chamber – Health and Fitness Committe<br />
  37. 37. Achievements<br />Idea getting accepted gradually.<br />Good response at exhibition…>90% of docs willing to learn to how to enhance practice.<br />IMA lecture in July 2010 for the medical students.<br />Articles in medical association magazines, journals and online.<br />People getting convinced and approaching to explore partnership.<br />Waivered sponsorship.<br />Possibility to talk at a National Conference on “Excellence in Healthcare in 21st Century” at Srinagar.<br />Pharma companies planning to sponsor / outsource the workshops.<br />First open program planned at Pune in July, 2010.<br />Working with two clients for medical communication<br />
  38. 38. Revenue Lines<br />Expenditure of around Rs.70000 as <br />Capital Cost<br />
  39. 39. Future Plans<br />Doctors to pay from their the concept needs to be accepted as an educational requirement.<br />Medical Practice Management in B Schools, Patient Relationship Management in Medical colleges.<br />Certification for the Programs / Workshops<br />Workshops across India.<br />International clients….Outsourcing company for Healthcare Communication and Medical Practice Management.<br />Corporate Health Programs.<br />
  40. 40. People Supporting<br />OD Consultant : Part time<br />Business Development: Voluntary support<br />Relationship Manager: Employee<br />Chartered Accountant<br />Web Designer<br />Mentors and Advisors<br />Friends and Family<br />My Driver<br />
  41. 41. Some TIPS…<br />Always keep sufficient no. of visiting cards.<br />Always keep pen drive handy.<br />Send all business communications in a pdf format.<br />Keep upgrading knowledge in business, self improvement, work concept.<br />Keep meeting people and be “aware” of the CLUES given.<br />Respond to people.<br />
  42. 42. Some Sharing…<br />Vision of changing conventional mindset of people.<br />Never faced any problem being a woman.<br />Power of intention works.<br />Plan with 5 senses and achieve with 6th sense.<br />A laser beam focus on the goal.<br />Microanalysis leads to paralysis.<br />Uncomfortable in the comfort zone.<br />Success is not in receiving the first cheque but when people start RELATING to your idea.<br />
  43. 43. Long way to go…..<br />
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