Directi Case Study Contest 2010-ISB Gryffindors


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Directi Case Study Contest 2010 submission by Team Gryffindor from ISB Hyderabad

  • This can be good only for seasonal illness and for far remote rural areas that too for small diseases that requires little pathological tests.
    People in India take medical prescriptions seriously and don't take hasty decisions. Indians don't risk their money and health both.

    Also this will require consumers to be literate with both medical and technological knowledge otherwise social communication could lead to unnecessary confusion.

    Although this model suits for naturopathy, yoga like medicine practices in which people are self-learned and also has comparatively less side-effects.

    But I am sure that one day we Indians will be so literate that this actually would make sense, Till then try to socially connect rural - rural, rural - urban and urban - urban doctors,paths for cross-referencing. This has a social service aspect as well, In which a doctor in AIIMS or Medanta could actually help a doctor in some village and then that doctor could pass it on to common man.

    Hope for a Better World to Live in.........
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  • @Sireesha -- Visit
    docSuggest is doing exactly the same thing. I am promoter of the company. We should speak sometime.
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  • its a no go in India... similar idea tried in nigeria failed bcos of unawareness and lack of internet at the right time and right place..india has still a long way to go for web dependent products..
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  • G654
    Xiamen Dragon Stone is one of export and manufacturer in Xiamen China ,and we engaged in this line Since 1999 and our main products include G603.G654,G682,G635,G636 etc..
    We are quarry owner of G654 we have our own factories which is located in Quanzhou, Fujian .We also call G654-Bianco GREY and it sells well in our EU, North America market and enjoy a high reputation there .G654 is available for tile, slab,counter top, monuments and so on. It also available for different finished, such as polished, flamed, sandblasted, bush hammered, spilt.Our G654 factory could produce 200-250 containers with high qualtiy and guarentee annually. To improve our sales ,we offer a competitive all year ,hope it could attract your client and increase your sales.If you interest in our G654,welcome contact me directly.
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  • Thank you Kshitij ... Very good suggestion
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  • Revenue generation-
    Pharma companies, small pharmacies, insurance companies can give advertisements on the site and can provide offers, new membership card schemes coming up in a particular location. Directi can generate revenue from these ads.
    ---The problem here is doctors are not allowed to advertise as per Indian laws.(came to know recently)

    Marketing strategy/Market segmentation , retain professionals. – search more relevant words.

    Income class -Middle/upper income class patients would be catered
    Professional class -Consultants/executives/It professionals

    The basis of segmentation - what are the parameters

    Segment based on type of users.
  • Refer to previous slide for information on consumers
  • Write on viral marketing. – more stuff
    Put website facts in weight machines, general healthcare tips on websites
    Make a video contest – the best video about a disease.
    How to figure out mavens……doctors…..people who are using , filter profiles of doctors who have social networks on facebook etc and target them

  • 4 Ps of marketing
    Promotion – viral marketing- post automatic feeds on twitter
    , affiliated marketing –get big hospitals to interact with

    , word of mouth/offline marketing – organsing/sponsoring events in medical colleges, healthcare events etc. and give free goodies


  • New openings ads, doctors needed – sireesha to send the link.
  • Directi Case Study Contest 2010-ISB Gryffindors

    1. 1. The Gryffindors Deepshikha Yadav Sireesha Dandu Vibha Naryan ISB Hyderabad
    2. 2. 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
    3. 3. Why Social Networking in Healthcare ??? Social networks enhance communication, collaboration and sharing in the health care space. One-third of Americans use social networks to find fellow patients and discuss their conditions. It is proved that people change their health habits by influence of social networking communities Social networks hold considerable potential value for health care organizations (Hospitals) They can be used to reach stakeholders, aggregate information and leverage collaboration Social networking offers opportunities to healthcare providers (physicians, health professionals to improve communication and cooperation.) Doctors review their cases and share clinical knowledge, look for long lasting connections or establish new professional contacts Disease based support - opportunity to freely obtain and disclose information about a health condition. Patients who have the same disease, compare notes on treatment options, aggregate the disease community’s experience, and provide emotional support
    4. 4. LBSN in Healthcare •Patients can make remarks about their experience with a given healthcare provider and subsequent visitors can make use of that. Very useful service for frequent travelers. Patients and visitors need first hand information of health services available in the area. •Hospitals need to communicate to patients on aspects like health tips, facilities in hospital, branch openings etc. Location based services form a very good platform for hospitals to give tips and track visitors to their facilities. •Information of nearest hospital, nearest drug store, ping/sms doctors. •Tracking nearest ambulance services in required area Help in emergency •Preventive medicine for prevalent diseases LBSN can cater especially to the prevalent diseases of the area. Discussing health condition with other patients and doctors can act as a preventive medicine in most of the cases. •Healthcare and smart telephony are fast growing industries whose integration can give rise to innovative features like finding the best pediatrician , or orthopedic surgeon in the area to provide emotional support to people suffering from same illness Huge opportunity for innovation
    5. 5. Healthcare LBSN in INDIA Healthcare LBSN in India 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 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 . India has location based prevalent diseases - Huge demand for increased awareness
    6. 6. Location based healthcare Provides comprehensive Doctor directories. Location based social networking site dedicated to oncology Specialized healthcare Social networking site for diabetic patients Online way to remember medications, provide long-distance care, and improve health Professional health network Healthcare fitness Health Consulting and Information Relating genetic info to family tree
    7. 7. Some facts and stats 0 5 10 15 20 25 Social Networking in India 2010 Number in Millions 0 0.5 1 1.5 2 2.5 3 3.5 Location Based Social Networking in India Number of Users in Millions •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.
    8. 8. • 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 • Challenge • Conclusion
    9. 9. Integrated Health Services: Panacea A Location based Social Networking site focused on Healthcare services(accessible through internet and mobile) Integrated health services with location-enhanced and personalized information. Help consumers and providers accelerate and optimize their decision-making process in medical/health situations and problems. Making health information instantly available at the ‘right time’ and ‘right place’. Hospital s Doctors Patients
    10. 10. Product Features Health Content Content Search •Health related search customized based on location Online community •Physician only community •Separate patients community •Check-in at hospital •Post comments Consultations •Live Chat with Doctors •Speak with Doctors over the phone •Fix appointment with Doctors Health tips General Health tips Customized based on Profile Personalized Services Reminder •Personal reminders based on locations •Health related reminders Health Assessment •Set health and fitness goals •Track your progress Health Advisory services
    11. 11. Process Step 1:Sign-In Set Health Goals Live Chat with a doctor Join a community Get Health Tips Get Location based Services
    12. 12. USP-1:Multi feature Platform One Stop Shop Physicians •. •Lots of Physician specific services are provided through social networking sites. •Each service involve separate Portals •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. USERS •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 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 PANACEA
    13. 13. Platform Envelopment Physician only community Pharma services utility Blogging physicians Health Monitoring and Tracking Live Chats with Doctors Mobile Platform •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
    14. 14. USERS •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. 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 •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. Physicians 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. Content Customized based on Location USP2:Customized Content
    15. 15. 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
    16. 16. 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).
    17. 17. • 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
    18. 18. Whom do we reach out to ???
    19. 19. Segments & sub segments Patients Frequent travelers /professionals Consultants Executives IT professionals Chronic disease patients Patients in need of primary care E-healthcare users Teenagers Doctors , hospitals and insurance agencies……. •Male & female •Age group - 18 to 60 Most active age group - 20 to 40 •Urban and semi urban •Income – middle/upper middle class
    20. 20. . 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 Identifying influencers……
    21. 21. 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. Consumer analysis Product life cycle curve Panacea targets these two categories and adopts marketing methods to spread out to later ones.
    22. 22. Viral marketing 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Series1 Perceived method of gathering information about a product
    23. 23. •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. Spread the word!!! 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 .
    24. 24. Make a video contest !!!! Panacea wallpapers The health quiz 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 siteHealth care that is always there!! – video contest Click on •Directi would organise a make a video contest. The best video would be featured in all healthcare sites with prizes and goodies to winners. Wallpapers would be offered for free on web. • wallpapers would feature health habits. •A health personality would be featured weekly in the wallpapers.
    25. 25. • 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 • Offline Promotions – - facts about healthcare sites on buses, public places. Low Medium High Viral marketing/social media Affiliate/inter affiliate marketing , online promotions Offline promotions Impact
    26. 26. St Strategic Partnership Directi - Panacea Smartphone providers: Nokia , Apple etc Mobile Service Providers: Partnering with Service Providers like Airtel, Vodafone etc. Mobile Apps providers: RapidsoftTechnologies, Indianic etc
    27. 27.  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. Revenue generation
    28. 28. Laws for Monetization basis Moore’s Law Doubling of computing power every 18-24 months Dramatic increase in the usefulness of electronic devices in every economic or social activity Bandwidth Law Doubling of communication capacity every 24 months Dramatic increase volume of communication and information exchange Metcalfe’s Law Value of a network grows exponentially with the number of connected users Dramatic increase in the salience of economic and social networks
    29. 29. Online consultancy revenue 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) • Move to Regular package • 400 Rs for 35 min online chat. • Follow up with doctor. • Move to Regular package • 500 Rs for 50 min online chat. • Follow up with doctor. Trial model Regular model Premium model Directi revenue sharing 60% - Directi 40% - Doctors
    30. 30. •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 Revenue Rs Online consultancy (assuming 1 doctor does 3 consultancies per day) 1200 Directi revenue (60:40) per day 720 Directi revenue from online consultancy per year 262800 From advertisements (based on cost per click = 20 Rs) Pharma companies (250 clicks per day) 5000 Hospital and healthcare agencies (1000 clicks per day) 40000 Revenue per day from ads 45000
    31. 31. Total revenue in first year 16425000 Cost estimates for the product Software development cost (for a std social networking site) 1500000 Add -ons cost initially 1200000 Maintainenance cost 1200000 Partnership/platform provider cost 1200000 Patent cost 75000 Marketing cost (assuming 12% of revenue) 2002536 Total cost including the launching of product in India 7177536 ROI in 1st year = 1.325
    32. 32. • 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
    33. 33. 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.
    34. 34. Regulations in Healthcare and Rapid evolution The Health Insurance Portability and Accountability Act (HIPAA) – This act ensures that patient health related information is protected against public disposal. Restrictions on Hospitals/Doctors to advertise in Social Networking websites :Advertising can be utilized for creating awareness of diseases and promoting one of the services or for services of all the departments. Trends due to E-revolution: Due to e- revolution hospitals have started using web for hosting their websites and sites can be utilized to send specific messages to community. With a combination of co-branding partnerships, reputation advertising, and an increased presence in social media, hospital and medical centers are trying to establish themselves as the go-to place for particular diseases as more patients comparison shop for treatment.
    35. 35. • 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
    36. 36. 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 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.
    37. 37. References • • media/ • • • • • • networking-software.html • •