Nirvan Start up 12th june 2010


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Nirvan Start up 12th june 2010

  1. 1. Dr.Shalini Ratan, MD Founder and Chief Knowledge Facilitator
  2. 2. Qualification / Experience Professional strengths • MBBS, MD, Post doctoral • Strategic use of scientific fellowship. communication • 9 years of medical marketing in • Art and craft of scientific writing pharmaceutical industry. • Value addition to scientific • Domestic and multinational marketing organizations. • Healthcare public relations • Govt. and research based • Can interface between organizations academics and industry • Can interface between medical and marketing • Proven credibility in academics and industry
  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..
  4. 4. Not to forget my limitations • No business background. • Earning for myself. • Unpleasant experiences. • No major financial backup. But “I” ??
  5. 5. 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
  6. 6. Key Segments in Healthcare Mushrooming of medical tourism in leading hospitals…. • Pharmaceutical – 2010 IndiaToday, Growing at 12% despite global economic pressures 15 mega • Hospitals/Nursing Homes – Growing at 20% projects in • Medical Equipment – Growing at 15% 2010 At The Cradle, • Clinical Lab Diagnostics -Growing atIndiaToday a 30% Bangalore, luxury car will be at your • Imaging Diagnostics – Growing at 30% beck and call. • Other Services (includes Training & Education; Aesthetics & Weight loss; Retail Pharmacy etc).– Growing at 40% Source : Mediminds
  7. 7. Sharpening of the IDEA is a continuous process..IDEA CONCEPT Facilitating and Packaging the CONCEPT… Transforming Relationships Educate with “KNOWLEDGE” Engage with “TOOLS” Empower with “BENEFITS” NIRVAN
  8. 8. Target Audience - Relationship model Healthcare Professionals (HCP) • Healthcare Specialists • Healthcare Consultants • Family Physicians • Other Healthcare Professionals Healthcare Organizations (HCO) • Pharmaceuticals • Non-pharma healthcare • Device companies • Diagnostic companies • Clinical laboratories •Research Institutes
  9. 9. Products / Services HCP HCO Knowledge Patient Clinic MM Doctor Patient Sales / MM MM knowledge education Marketing MM MM knowledge MM Managing NL Ambience CME Health Medico- Patients and education marketing Practice – videos Consultancy Workshops Medico Posters A-V Film Scientific/non- Awareness Training marketing tool scientific progs. literature Lectures Lectures Website NL Patient Scientific groups commun. strategy Publications Patient Staff / front Managing Promotional alliance desk training Patients and material Practice – WS Patient home Awareness Disease MM Updating service progs. courses website
  10. 10. Value Doctor-Patient Organizations-Doctors • Increase customer loyalty • Goodwill of patients • Increase customer base • Holistic management of • Enhancing knowledge of sales patients and marketing professionals • Increase word of mouth • Increase patient base • Enhance medical practice • Reflect the quality and NIRVAN image of the clinic • Build a BRAND
  11. 11. Sustainable advantage with differentiation HCO HCP • Gift knowledge to doctors. • Doctor-Patient relationship • Small / Medium companies • Of the doctors, For the doctors, do not have in house By the doctors medical deptt. • Medical practice management. • Device and diagnostic industries still lack scientific communication and training. • Training with a difference. • Doctors as first line to deal with clients.
  12. 12. 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….
  13. 13. 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…
  14. 14. 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
  15. 15. Self made promotional material
  16. 16. 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
  17. 17. Exhibition at IMA, March 2010
  18. 18. Affiliations / Alliances • Medical associations / Hospitals: KMA, IMA, BNHA,Sion hospital, Raheja, Kokilaben. • 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: 1. Indian Medical Association 2. Kandivli Medical Association 3. Indian Merchants Chamber – Health and Fitness Committe
  19. 19. Achievements • Idea getting accepted gradually. • Waivered sponsorship. • Good response at • Possibility to talk at a National exhibition…>90% of docs willing Conference on “Excellence in to learn to how to enhance Healthcare in 21st Century” at practice. Srinagar. • IMA lecture in July 2010 for the • Pharma companies planning to medical students. sponsor / outsource the • Articles in medical association workshops. magazines, journals and online. • First open program planned at • People getting convinced and Pune in July, 2010. approaching to explore • Working with two clients for partnership. medical communication
  20. 20. Expenditure of around Rs.70000 as Capital Cost
  21. 21. Future Plans • Doctors to pay from their 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.
  22. 22. 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
  23. 23. 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.
  24. 24. 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.
  25. 25. Long way to go…..