A report generated for Iagnosis, a teledermatology company. It gives the company in-depth information on their potential target market and an analysis of their marketing performance. It contains:
1. A Company Overview
2. Research Methodology and Objectives
3. Results of Analysis
4. A Summary of Findings
5. Next Steps for the Company
Do not reuse without crediting the author.
For more information, contact Alex M Stewart
Email: alexandriamicahstewart@gmail.com
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2. •Introduction
•Research Objectives and Questions
•Research Methodology
•Analysis Results
•Summary of Findings
•Next Steps
•Contact Information
Introduction
Research Objectives and Questions
Research Methodology
Analysis Results
Summary of Findings
Next Steps
Contact Information
Agenda
4. The Client: Iagnosis
Shorter wait timesOnline and mobile medical care 250 Doctors
24/7 affordable access for U.S. patients Downloadable app: DermatologistOnCall®
5. Telehealth Industry and Market
New and growing segment in healthcare industry
Faster, less expensive, and convenient medical care
Schedule virtual appointments with doctors
7. • Gauge general awareness and knowledge of telehealth
• Identify ways we might successfully market telehealth
options to college students
• Determine attitudes and perceptions about conducting a
visit with a healthcare provider online, including any
motivations and barriers to usage
Research Objectives
8. The Method
Focus Group
6 Participants: 3 Males, 3 Females
Break-down by Year: 2 Freshmen, 1
Sophomore, 1 Junior, and 2 Seniors
Break-down by Major: 2 Finance, 1 Social
Work, 1 Psychology, 1 Management
Information Systems, and 1 Undecided
Individual Interviews
3 in total: 1 Male and 2 Females
Break-down by Year: 1 Sophomore, 1
Junior, and 1 Senior
Break-down by Major: 1 Finance and
Accounting, 1 Engineering, and 1 Music
Therapy and Vocal Performance
Survey: 491 Usable Results
10. Knowledge & Awareness
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Freshman Sophomore Junior Senior Other
Knowledge of Telehealth
(By Class Ranking)
Ability to try a demo video and
maximum costs for an
appointment have a positive
relationship
More upperclassmen (Juniors
and Seniors) have heard of
telehealth than any other
respondents
11. Knowledge & Awareness
4.143
3.563
3.556
3.595
1
2
3
4
5
WillingnesstoTryDemoVideo
Willing to Pay $59.00 for
Teledermatology Appointment
Has Knowledge of
Teledermatology
Does Not Have
Knowledge of
Teledermatology
Respondents willing to pay for
teledermatology appointment
• Positive relationship between
knowledge and willingness to
try a demo video for males
12. Knowledge & Awareness
3.000
2.455
2.522
2.762
1
2
3
4
5
WillingnesstoTryDemoVideo
Not Willing to Pay $59.00 for
Teledermatology Appointment
Has Knowledge of
Teledermatology
Does Not Have
Knowledge of
Teledermatology
Respondents not willing to pay for
teledermatology appointment
• Males show positive relationship
between knowledge and willingness
to try a demo video
• Females’ show positive relationship
between not having knowledge and
willingness to try demo video
13. Willingness to use Telehealth
“I actually wasn't for
this at all before this,
and thought it was a
bad idea, but after
hearing everybody's
thoughts about it, it's
kind of a good idea.” 0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Freshmen Sophomore Junior Senior Other
Willingness to Try Telehealth
14. Conflicting Opinions
Five of nine students during our
qualitative research mentioned that
telehealth services would be better
used for initial diagnosis
Repeat Visits
Students mentioned they would use these
services if repeat visits were required
Provides comfort & convenience, saving
them a drive home
Initial Diagnosis
15. Conflicting Opinions
“[For] that first initial visit, I would like to
actually go (to the doctor’s office). If it
becomes a regular thing, though, I wouldn’t
mind skyping them. But for that first initial
and may be second one, I would actually like
to go and be able to meet the doctor face-
to-face and everything.”
“(I would) feel more comfortable with
my doctor there (if it’s for a recurring
treatment), but if it was something
urgent while I was here (at college),
then I’d use it (...) if I needed to.”
Repeat VisitsInitial Diagnosis
16. Too Sick, Stay in Bed
of qualitative respondents agreed:
“If you’re sick, you don’t want to walk to
(the on-campus doctor’s office) or drive
and find a spot.”
66%
17. Too Sick, Stay in Bed
Resolves problems that deal with having to go into the doctor’s office:
•Not well enough to drive or walk to the office
•Patient is less likely to expose others
•Patient is less likely to become worse by being exposed to others
18. Telehealth services provide a way to fill or refill
prescriptions without a trip to the doctor’s
office.
One participant agreed that he would use
telehealth services to refill his prescriptions,
“all the time, every time.”
0
1
2
3
4
5
6
7
Amount Visiting Doctor to
Fulfill Prescriptions
Prescriptions
On average, females visit their doctors to fulfill
prescriptions more than the males. Therefore,
females are better targets for using telehealth
as a way to refill a prescription.
Mean
20. Teledermatology
willing to try Teledermatology BEFORE focus group
50% 100%willing to try Teledermatology AFTER focus group
21. Teledermatology
“Yeah, for them to physically
see it; if you have a weird
color over Skype, that’s not
really beneficial for a
diagnosis.”
0
1
2
3
4
5
6
7
Willingness to Use Teledermatology
(If First Use is Free)
Mean
22. Teledermatology
Good for initial visit only
Repeat visits not popular among students
Incorrect diagnosis
Camera quality
Females have a slightly higher
concern for teledermatology0
1
2
3
4
5
6
7
Level of Concern about Teledermatology
Mean
24. Marketing to Millennials
"Word of mouth would be really
good. It's the reason why I'm kind
of more open to telehealth is
because my mom's like, trying to
push it on me..."
College-aged students are more likely to try Telehealth if:
• Recommended via word-of-mouth
• Friends and family recommendations
• Personal doctor suggestion
Word-of-mouth works best but strategic advertisements could create interest over time
26. Summary of Important Findings
Overall: Positive thoughts about general telehealth services
>General Telehealth Teledermatology
Most willing to try with:
IAGNOSIS Free Demo
Advertisements through doctors
Major concern: proper diagnosis
28. Next Steps: Profile
Survey
• Determine which gender and age group
prefer initial or repeated visits
• Determine what types of media each
group consumes
Create a profile of who would prefer telehealth services
Initial Repeat
Versus
Only study those willing to use services or those already using them
Focus Group
• Determine best ways to target groups
• Determine why they prefer to use the
services for either initial or repeat
29. Next Steps: Location
Determine good locations for in-person offices
Find the highest pop of people who would use services
Survey
• Ask current users about location
• Determine where potential users are
Focus Group
• Gauge distance preferred to on-site location
30. Next Steps: Marketing
Marketing towards General Doctors vs Dermatologists
Millennials currently prefer general Telehealth over teledermatology
Versus
Higher population of general
doctors to market to
Partnering with specific
hospitals/private practices
