Directi Case Study Contest 2010-ISB Gryffindors

Location Based Social Networking (LBSN) in Healthcare
The Gryffindors
Deepshikha Yadav
Sireesha Dandu
Vibha Naryan
ISB Hyderabad

Content
Current Scenario
LBSN in Healthcare
Healthcare LBSN in INDIA
Existing Social Networking sites
Facts and Figures
Product Concept
Mission
Process Flow
Product Features
USP
Marketing Strategy
Market Segmentation
Viral Marketing Strategy
Revenue Generation
Challenges
Conclusion

Why Social Networking in Healthcare ???

LBSN in Healthcare

Smart phone usage increased by 19 Million from 2007-2010.
Expected to double between 1995 and 2015. Increased awareness in patients and doctors on social
India has location based prevalent diseases - Huge demand for increased awareness
Healthcare LBSN in India
More than 5 Million inbound travel and about 500 million Intra –national travels.
85 Million internet users - growth rate of 19%
Average usage 15 hrs per week.
12 Million mobile internet users,
Top 10 social networking sites have 36 Million users .

Healthcare fitness
Relating genetic info to family tree
Health Consulting and Information
Current market players
in Healthcare
Professional health network
Location based healthcare
Provides comprehensive Doctor directories.
Online way to remember medications, provide long-distance care, and improve health
Specialized healthcare
Social networking site for diabetic
patients
Location based social networking site dedicated to oncology

Some facts and stats
India comes third in world in social networking.
India spends US 22.7 Billion on Healthcare. Healthcare is the largest in India in terms of Revenues and second largest in terms of employment.
India second to US in Mobile Internet traffic.

Current Scenario
LBSN in Healthcare
Facts and Figures
Product Concept
Mission
Process Flow
Product Features
USP
Marketing Strategy
Market Segmentation
Revenue Generation
Challenge
Conclusion

Integrated Health Services: Panacea
Doctors
Patients
Hospitals
Panacea: Cure for All

Product Features
Health Content
Personalized Services
Health Advisory services
Content Search
Health related search customized based on location
Consultations
Live Chat with Doctors
Speak with Doctors over the phone
Fix appointment with Doctors
Reminder
Personal reminders based on locations
Health related reminders
Online community
Physician only community
Separate patients community
Check-in at hospital
Post comments
Health tips
General Health tips
Customized based on Profile
Health Assessment
Set health and fitness goals
Track your progress

Process
Step 1:Sign-In
Set Health Goals
Join a community
Get Location based Services
Live Chat with a doctor
Get Health Tips

USP-1:Multi feature Platform
One Stop Shop
Physicians
USERS
.
Lots of Physician specific services are provided through social networking sites.
Each service involve separate Portals
The presence of numerous health 2 websites, providing different services could be confusing for the user.
It also risks overloading users with unnecessary information delivered with it.
PANACEA
At Panacea Health professionals can avail a range of services; they can create their professionals network, they can provide online consultations and they could receive feedback from patients.
Panacea provides co-ordinated service which minimizes both the number of stages in availing a service and the number of separate logins on websites.
Panacea differentiates itself from competitors by providing high integration for both users and Providers

Platform Envelopment
By Bundling all the functionalities in a single-platform, Panacea
can deliver sustained high performance in ways that rivals cannot easily match.
Network effects and switching costs could be taken care of by bundling the platforms
Physician only community
Blogging physicians
Live Chats with Doctors
Pharma services utility
Mobile Platform
Health Monitoring and Tracking
Panacea

USP2:Customized Content
Content Customized based on Location
Examples of Location-specific Medical/Health Information –
Local disease rates and information,
Maps and guidelines;
Targeted health education
Addresses of local healthcare facilities
Local health news
Local health risks and hazards
Travelers' health information
Local drugs/drug trade names and prices (in local currency)
Information whose digital distribution rights are limited to some location(s)
Language(s) relevant to the viewer's location.
USERS
Physicians
Users' profiles and needs are affected by where they are.
Certain diseases tend to occur in some places and not others.
Health information needs vary with location.
Prescribers need to know not only the history of patients they treat but also information about the social and environmental context within which those patients live.
Panacea delivers personalized information to users based on their locations.
Health service providers can react immediately to the changed location of a mobile user by delivering personalized timely information and services for his/her new roaming region

USP3:Informed HealthCare Choices
Following are the reasons why Users can make Informed Decisions
Access to Integrated Health Record, Personalized Health Tips, Tools to monitor and Track Personal Health Goals, Online Consultations from doctors
Recommendations on Doctors/Hospitals from Other Patients through Online Community, User location check-in comments
Leveraging Location based services to utilize Real-time, dynamic, customized information

Additional Benefits to Healthcare Providers
Analytics
The integrated Platform could be used as one of the data streams for health care ecosystem for behavioral analysis and other analytics.
It also provides an opportunity to map health problems and relate them to available online information resources. This can be of great help to healthcare policy makers, planners and managers (helping them make informed decisions).

Current Scenario
LBSN in Healthcare
Facts and Figures
Product Concept
Mission
Process Flow
Product Features
USP
Marketing Strategy
Market Segmentation
Revenue Generation
Challenges
Conclusion

Whom do we reach out to ???

Segments & sub segments
Frequent travelers /professionals
Male & female
Age group - 18 to 60
Most active age group - 20 to 40
Urban and semi urban
Income – middle/upper middle class
Consultants
Executives
IT professionals
Patients
Chronic disease patients
Patients in need of primary care
E-healthcare users
Teenagers
Doctors , hospitals and insurance agencies…….

Identifying influencers……
. The trick, is to identify such trendsetting subscribers and keep them on board with special discounts and promotions.
Spot the “influencers”, these subscribers frequently persuade their friends, family and colleagues to follow them when they switch to a new service, and
Adoption is being driven by the availability of more sources of information, and by the fact that network-analysis software is becoming easier to use.
According to the Jupiter Research report, 17 percent of "online health connectors" said they used the Internet "to get emotional support" for a health condition.Mobile based social networking would help connect patients to each other through disease-specific online communities, virtual support groups, real-time Web chats, and other features whereby patients share experiences and advice, and even rate their doctors.
Eg -Tetracycline was initially tried by a group of doctors(influencers) and now its used world
wide.
Identify the networks to target as follows -
COIN- collaborative innovation network
CLN – collaborative learning network
CIN – collaborative interest network
COIN
CLN
CIN

Consumer analysis
Panacea targets these two categories and adopts marketing methods to spread out to later ones.
Product life cycle curve
S shape diffusion model
Mavens/innovators - Doctors, patients who are active on e-healthcare.
Early adopters - Insurance agents, hospitals , pharma companies, patients.
Tipping point - People active in other social networks.
Late majority - Ones who rely more on advice of their relatives, friends.
Conservationists – sensitive and useful field like daily healthcare would force them to join the site.

Viral marketing
Perceived method of gathering information about a product

Spread the word!!!
Gain mindshare through word of mouth.
Spread videos, blog links, advertisements on hospital sites
Including website health facts on shop gift cards , general healthcare tips on websites
Link up with pharmacies like Apollo pharmacy and
providing information on the membership cards.
Identifying the Mavens
Identifying the network of doctors active on health sites in India.
Check out for the social network of these doctors on social networking sites.
Identify the doctors who are Power Brokers and the ones with large social network .

Make a video contest !!!!
Panacea wallpapers
The health quiz
Directi would organise a make a video contest. The best video would be featured in all healthcare sites with prizes and goodies to winners.
What are your chances of surviving a H1N1 ????
Float a health quiz regarding the common disease. The user would click on it to answer and would be directed to the site where he can type in the response.
creating awareness about general disease.
The user would come to know of other features of the site
Wallpapers would be offered for free on web.
wallpapers would feature health habits.
A health personality would be featured weekly in the wallpapers.
Click on panacea.com
Health care that is always there!! – video contest

Affiliate marketing
- Tie ups with hospitals like apollo , max for health awareness.
- ensures visibility, awareness
Internal affiliate marketing –
- promoting participants to join – referral system
- In terms of healthcare advice people believe in referals from friends.
- People tend to join more if they have relatives/close friends as doctors
OfflinePromotions –
- facts about healthcare sites on buses, public places.
Impact
Low
Offline promotions
Affiliate/inter affiliate
marketing , online
promotions
Medium
Viral marketing/social media
High

St Strategic Partnership

Revenue generation
Revenue stream through ads –
Target -Ads by Pharma companies, insurance companies , hospitals.
Partnerships
- healthcare agencies, hospitals, e-healthcare sites.
Strategies used –
Easy to use interface to place ads – ads management platform like
Pubmatic , google ad manager
Internal advertisement engine – Skenzo
Revenue through value added services – online consultancy
Site is a cost center initially
-Revenue generation is dependent on popularity of sites among
hospitals, doctors and patient community.
Ease of monetization–
Attracting pharma companies to place their ads, attract insurance companies for placing ads which needs
Building community
Credibility – good surgeons available online, feedback reviews, good hospital names add credibility
Online health awareness can be increased in India by increasing awareness which comes through changed mindset.

Laws for Monetization basis
Dramatic increase in the usefulness of electronic devices in every economic or social activity
Doubling of computing power every 18-24 months
Moore’s Law
Dramatic increase in the salience of economic and social networks
Value of a network grows exponentially with the number of connected users
Metcalfe’s Law
Dramatic increase volume of communication and information exchange
Doubling of communication capacity every 24 months
Bandwidth Law

Online consultancy revenue model
Trial model
Select a specialist based on your location and status of specialist
Trial Package for new users - sign up – free chat/online consultancy
Frequency - free 2 online consultancies for 2 days (1 per day)
Regular model
Directi revenue sharing
60% - Directi
40% - Doctors
Move to Regular package
400 Rs for 35 min online chat.
Follow up with doctor.
Premium model
Move to Regular package
500 Rs for 50 min online chat.
Follow up with doctor.

Social networking site users in India (taking facebook number as base) – 20 million
Assuming 10% users (in first year) interested in social networking healthcare – 2 million
Number of doctors (WHO estimates) – 4.4 lakhs
25 % Doctors logging in to healthcare online services -27500
In first year Panacea aims to have number of doctors - 10000

ROI in 1st year = 1.325

Current Scenario
LBSN in Healthcare
Facts and Figures
Product Concept
Mission
Process Flow
Product Features
USP
Marketing Strategy
Market Segmentation
Revenue Generation
Challenges
Conclusion

Challenges
Implementation challenges – There might be compatibility issues with mobile platforms, device capability has to be taken care of.
Getting doctors to consult online – Doctors in India are still into hospital based/clinic based consulting and it might require a little effort to get them onboard.
Getting on board appropriately qualified doctors would require appropriate selection procedure.
Competition in market – Social networking is growing at a very fast pace and venturing into new areas, new products are being launched frequently which has increased time pressures in launching a new product in this area.
Privacy – Patient shares data with the doctor online and it might create privacy issues. The moderator/inventor has to take care of these issues.
Insurance companies might get more information about patients and might charge differential premiums based on this information.

Regulations in Healthcare and Rapid evolution

Current Scenario
LBSN in Healthcare
Facts and Figures
Product Concept
Mission
Process Flow
Product Features
USP
Marketing Strategy
Market Segmentation
Revenue Generation
Challenges
Conclusion

Conclusions
Online Healthcare is an emerging field and social networking can be used extensively in collaboration with online healthcare.
Location based social networking healthcare can be used to gather real time information of a chronic patient irrespective of his/her location.
There is a huge need-gap in preventive healthcare, healthcare information delivery. Existing sites in India like aapkadoctor.com are hardly functional. A huge consumer base awaits the advent of location based social networking product in India.
Healthcare is perceived as a sensitive and privacy oriented field, and is not completely explored by social media in India. Therefore Directi can maintain exclusivity in terms of launching a product for healthcare .
Collaborative tie ups with healthcare agencies and even health NGOs can ensure a great opportunity to ensure network enhancement for urban and semi urban areas.

References
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC149402/
http://blog.ogilvypr.com/2009/09/how-doctors-are-using-social-media/
http://www.who.int/healthsystems/technical_brief_final.pdf
http://healthcaremagic.com/
http://www.lifemojo.com/
www.Slideshare.net
www.Aapkadoctor.com
http://www.goldenwebdesign.com/services/m289-social-networking-software.html
www.Google.com
http://health20.org/wiki/Health_2.0_Companies

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Directi Case Study Contest 2010-ISB Gryffindors

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