This business plan is about a mobile application that allows the general public to have access to medical advice from professionals.

1. DocMe™ Business Plan
Jezzebell Viñuela
MAR4733
Maria M. Garcia, Ph.D.
July 20, 2015
http://jvinu003.wix.com/docme
©
Jezzebell
Vinuela
2015
All
Rights
Reserved

2. Executive Summary
This report, presented by DocMe, provides an analysis of the current
potential profitability, organization, and description of DocMe. Based on a study
conducted by Pew Research Center, 72% of online users have searched for
health information within the past year (2012, para. 3). In addition, the research
claims that 35% of U.S. adults say that at one time or another, they have gone
online specifically to figure out what medical condition they or someone they
know might have. The most commonly researched topics are specific diseases;
treatments; and health professionals. Based on these statistics, DocMe believes
that it can offer the best service possible to provide app users with accurate
medical information from doctors themselves, rather than relying on sources from
search engines or having to wait days to be properly examined.
DocMe is an app that provides credible information for users seeking
medical and health concerns. DocMe is useful because many people spend too
much time on the Internet looking for answers or spend a significant amount of
money for a doctor’s appointment to find that they had nothing precarious.

3. Another issue that has come to the attention of DocMe is the vast number
of individuals who are denied of medical attention because of insufficient medical
care plans. According to a research study conducted in ObamaCare Facts, 13%
of Americans in the year 2014 were claimed to be uninsured (2015, para. 8). The
majority of these Americans were working class families who were not able to
have the means to afford health insurance. DocMe offers a solution to this
unfortunate reality by providing health services to any individual with a mobile
device. Individuals can easily sign up into a DocMe account at no cost. This free
service offers DocMe patients with access to live chats with doctors,
geographical search locators for nearby health facilities, and a medical search
engine to conduct research. In addition, DocMe users can pay a one time
affordable fee of 7.99 to upload pictures, videos, and have access of getting
prescribed by doctors. DocMe’s vision is to provide exceptional quality service to
any American individual who seeks for ease of accessibility and convenience for
health care attention. This report will offer detailed information of the product’s e-
marketing strategy, financials, market analysis, product description, and more.
Product Description
DocMe is a mobile app that provides users with helpful and reliable
information of health concerns by having an interacting experience with doctors.
Rather than having online users spend hours searching the internet for
information, users will have instant access to answers and concerns. Customers
will benefit greatly with this product because they can be assured that the
answers to their problems will come from a credible source. Instructions of

4. DocMe are very simple. Users must first download the app through the Apple
app store free of charge.
Once DocMe users have installed the app, they can create an account. In
the process of creating an account, new members will have the opportunity to
include family health history, their medical needs, and their current health status.
Before members input such personal information, they are required to accept the
“Terms and Condition” document that claims all information inputted in the
member’s profile will be strictly confidential from outside sources. Users can
allow doctors to view their medical profile only through their granted permission.
Hence, doctors can therefore make a thorough analysis of DocMe’s patients to
provide the best feedback and recommendation. After
creating a personal account, members can do specific research from looking for
reviews of doctors and hospitals, to instantly messaging doctors for questions
or symptoms, side effects, etc. DocMe allows ease of accessibility of what used
to be known as a “doctor’s visit” through the click of the mobile device.
DocMe members can be assured that each doctor that is participating and
working for DocMe has gone through an intensive profile background check of
professionalism and is certified approved in the medical field. Not only does
DocMe provide valuable service to every day patients, but DocMe offers multiple
job positioning for professional doctors themselves. Doctors can use DocMe as a
side job from their actual careers. Doctors can answer questions any time of the
day whether they are at work or at home. Members will have access to instantly
message doctors of health concerns or side effects they have been receiving.
An issue that occurs often and that can be resolved through DocMe is
when individuals feel the need to receive urgent medical attention and have

5. spent hundreds of dollars to only find that their health issue can be resolved
through a purchase from a behind the counter drug. With DocMe, people can
save both time and money by quickly getting responses from doctors. If doctors
feel the need to send their DocMe patients to get examined, then members will
be informed of it. However, doctors can either prescribe or suggest affordable
home remedies to make it most convenient for DocMe members without having
to wait hours in line at the hospital or receive a large medical bill.
As mentioned earlier, doctors are certified to prescribe and diagnose
DocMe patients. An additional one time payment of $7.99 will offer this upgraded
feature. Due to legal matters, doctors who prescribe medication will have to go
through extensive contracts and agreements with DocMe patients. DocMe values
safety and ethics when it comes to prescribing pills to DocMe patients. Hence,
why DocMe requires an extensive process to allow doctors to prescribe
medication to patients. DocMe will begin a partner relationship with Wal-Mart’s
Pharmacy and eventually extend its brand with other pharmaceutical stores.
With the use of advanced technology combined with medical
professionalism, DocMe’s product lifecycle has a striving and positive forecast.
Consumers are in constant need to find ways to save time and money and that is
why DocMe offers a unique service. DocMe offers its members with instant
communication with doctors, reviews of doctors’ backgrounds, reviews of
hospitals, medical research information center, and opportunities for doctors to
work for the company. DocMe prides itself with its new technological innovation
to provide service for both consumers and doctors.
Company Description

6. DocMe is a mobile application designed for individuals who may or may
not have a current health care plan. This application is easily accessible to any
person with a smartphone who needs live feedback on a medical concern. The
application will provide individuals with the opportunity to chat real-time with
doctors via a user-friendly application interface. The goal of DocMe is to solve a
fundamental issue in our society- poor or inefficient medical care. Many times,
patients will feel trivial symptoms that may be benign but when they research
their symptoms online, medical websites over-diagnose and claim it may be
something life threatening.
Oftentimes, patients will also need urgent care for symptoms that will go
away on their own, but are still stuck paying high medical fees just to see a
doctor for 10 minutes to be told there is nothing they can do. Unfortunately, most
doctors in major cities and other area’s of the United States are over-booked,
therefore getting an appointment can take days or weeks. The saddest part
about this issue is that there are 44 million Americans that do not have any kind
of medical insurance period, and are therefore neglected of service without
incurring an absurd amount of debt (Healthcare Crisis: The Uninsured, 2013).
DocMe is an application aimed to solve this social issue and provide
medical advice to anyone in need of it.
DocMe will only be available for the iOS systems during the first year, and
then expand to other application markets. The initial download of this application
is free, as well as the service that it provides. Users will be able to open the
application, log in and request to speak to a doctor. A doctor will then get notified
of a client requesting a session, and whichever doctor initiates the session first is
the doctor that services the client. There is also a geographical filter, where

7. clients are able to broadcast the need for a session only within a certain mile
radius of where they live. This can be beneficial for clients who are looking for
new potential doctors to assist them in person later on or for following up.
Once a session has been activated, the client and the doctor will be now
be part of an active real-time chat, where the client can thoroughly explain to the
doctor any odd symptoms or medical concerns they may have. The doctor will
only provide the client with medical advice on the concern. However, if the client
wants to send photos, videos, or get a prescription from the doctor they will have
to upgrade that session for $7.99. There are no monthly fee’s, no annual fees,
and no membership fee’s. Due to confidentiality concerns, the release of medical
records to the doctors on DocMe is completely up to the discrepancy of the
patient.
Over time, DocMe will eventually have partnerships with pharmaceutical
companies and doctors. Considering that about 65% of our revenue will be made
from sponsorships and advertisements from pharmaceutical companies, the
other 35% of our revenue will come from the fee associated with upgraded
sessions. When prescribing medication, DocMe will only be prescribing over-the-
counter medications easily accessible to the public at any CVS or Walgreens.
We will have subtle ads displayed on our application displaying some of the
medication brands that have paid us to advertise for them, and will be mutually
sponsoring with pharmaceutical companies.
Although the primary premise of DocMe will be the mobile application,
another major part of our business will be from our website. Our website will
display more thoroughly the pool of doctors that we have ensured have passed
our background and medical practice checks, as well as where they are located

8. and some of the key medical issues they have solved with their clients. The
website will also provide the public with some history on the company, as well as
a means to contact the company for questions and concerns. As on our app,
users will also be able to filter our doctors by geographical location and see their
ratings and reputation.
The primary motivation of our doctors actively engaging with the DocMe
application will be medical perks, but most importantly their reputation. Patients
will be able to rate and endorse doctors for their advice and professionalism, thus
contributing to the reputation and future business. The application will work on a
game-like system, where depending on the doctor's success there will be
different rankings and prizes for efficient sessions. As doctors level up in rank,
they will have not only boosted their reputation and thus earn new potential long-
term clients but also win prizes like paid tickets to medical conferences, science
events, seminars, etc.
Market Analysis
It is unfortunate that in a country as developed as the United States,
inefficient medical care is still a very prominent issue. Today, “about 44 million
people in this country have no health insurance, and another 38 million have
inadequate health insurance. This means that nearly one-third of Americans face
each day without the security of knowing that, if and when they need it, medical
care is available to them and their families (Healthcare Crisis: The Uninsured,
2013).” This leaves us with a potential market of 82 million Americans. Of those
82 million Americans, we will be targeting individuals between the ages of 16-60,
narrowing our target market to approximately 63% of 82 million people, which is

9. 52 million Americans. Of these 52 million Americans, those who have
accessibility to iPhones will be our primary target market.
The mobile application market has grown exponentially in the last decade, with
more users downloading health related applications concerning exercise, diet,
well being, and other concerns related to staying healthy. According to the FDA,
“500 million smartphone users worldwide will be using a health care application
by 2015, and by 2018, 50 percent of the more than 3.4 billion smartphone and
tablet users will have downloaded mobile health applications” (Food and Drug
Administration, 2014).
In regards to market share; our primary competitor would be HealthTap.
HealthTap originally started as a questions and answers forum, where people
would go onto this forum and post of a medical concern then wait a couple of
days for a doctor to respond about what their medical symptoms may be. Now,
HealthTap has launched an application. The HealthTap application is free to
download; once the download is complete, the user opens the application and is
presented to a startup screen where they input their email, first name, last name,
and other forms of contact information. When the user has finished filling in this
information, the user is then asked to write a brief description of their medical
concern, the user then submits this and the application then asks the user what
email he or she prefers to get sent the response from the doctor. After inputting
their preferred email, they are asked to pay $9.99 to complete the service and be
sent a response from a doctor. HealthTap also offers a premium service priced at
$99 a month, where only after this monthly payment can users access doctors
via live chat, get prescriptions and send media (photos, videos, etc) back and
forth to doctors.

10. Today, HealthTap has made a total of 38 million dollars from funding
alone (Heussner, 2012).
Although HealthTap would be our primary competitor, HealthTap wouldn’t
be our only competitor. One of our biggest challenges will be weaving through
the millions of other health-related applications currently in the application market
using a strong and strategic e-marketing strategy. Currently, mobile health apps
encompass more than $800 million dollars of the application market.
In terms of indirect competitors, there has been a recent uprise in urgent
care businesses because individuals want quick, on-the-go medical care and
don’t have the time to wait for an appointment at their general practitioners. In the
last year, Urgent Care centers grossed $14.4 billion dollars; a clear indication
that people are in need of quick service (Healthcare Finance News, 2014). We
plan to optimize this emerging market while it is still segmented amongst a
couple of newly generated applications, and gain as much market share as
possible.
Organization and Management
DocMe is very selective in hiring the most efficient, credible, and
accessible staff. Aside from the doctors who partake a critical role in DocMe,
other staff members such as the app designers, secretaries, human resource,
customer relationship management, and more, all have important responsibilities
to make DocMe a successful service. Each position in the staff has been
carefully selected by the head department to ensure excellent quality. Since
DocMe deals with a lot of potential legal matters such as, lawsuits for
misdiagnosis and false prescription reports, the human resource must be diligent

11. in hiring the best to represent the company’s legal representative. However,
within the first two to three years of operations, these responsibilities will be on
the initial app development team.
The customer relationship management (CRM) team is responsible for
ensuring high quality service. CRM refers to the practice and technology that
companies use to manage customer interactions and data throughout the
customer’s lifecycle. CRM’s goal is to improve business relationships with
customers, assisting in customer retention and loyalty (Rouse, 2013, para. 2).
DocMe understands that outstanding and responsive service is the key to
customer loyalty. DocMe’s CRM leader specializes in maintaining database
information, keeping track on our customers medical records and ensuring their
privacy, and optimizing customers health concerns with more relevant specialists
and doctors. The CRM leader acknowledges that satisfied customers are not
enough to become lifetime users. The CRM leader seeks for the “wow” factor
from each customer after every interaction with DocMe.
Another key staff is DocMe’s app designer. DocMe’s goal is to achieve
ease of accessibility for each user to be able to accomplish their needs, whether
it be using the app to search for medical information, get in contact with doctors,
using the map application to search for nearby hospitals, and making payments.
DocMe wants users to actively engage with the multiple service options that it
offers. The design team is responsible for making DocMe patients feel
comfortable and at ease with the use of its basic design. Individuals are already
overwhelmed with the process of medical service, hence why DocMe focuses on
simplicity.

12. E-Marketing and Sales
At MedTech, we understand that today’s technological world requires
companies to work hard to keep up with constantly changing trends. Without a
doubt, the biggest trend we’re seeing currently is the use of the Internet’s vast
opportunities for effective marketing. MedTech plans to utilize several eMarketing
techniques and strategies in order to effectively and efficiently market and
promote our product. In fact, as a company that specializes in the technological
aspect of the medical field, we can say most, if not all, of our marketing efforts
will be conducted using the Internet. Some of the eMarketing tools we will be
utilizing as part of our strategy will include: email marketing, social media
marketing, targeted advertising, and a personalized blog.
Marketing Our Business Online
The first facet of our eMarketing strategy will be our product’s
personalized web page. DocMe’s website will serve as a channel for providing
information about the application, as well as a channel of communication
between us and our customers. It will function as an extension of the application,
where it will allow customers to look up doctors and facilities that are
geographically close to them, look up doctor profiles with reviews and ratings, as
well as link to our personalized blog.
The second part of our eMarketing strategy will be email marketing. We
believe email marketing will benefit our company because emails can be
developed quickly, be tested and revised with instant feedback, and can reach
numerous Internet users in a very short time, all while remaining to be a very

13. inexpensive medium of communication. Customers will be able to attain our
email address through DocMe’s website, as well as in the “Contact Us” section of
the application itself. There will be a link on DocMe’s website that will direct
customers to join our email list. We will be using the opt-in level of permission in
order to send our emails. Customers will be asked to check a box to agree to
receive our informational emails. Our monthly emails will include updated
information, as well as statistics and data regarding the app’s use. We want our
customers to feel confident in using our app, and we believe that providing them
with a visual representation of how our app is actually helping people is a good
way to promote.
The third aspect of our eMarketing strategy will be with social media
marketing. It almost goes without saying that DocMe will have its own Facebook
page. The Facebook page will be constantly updated with photos and
information. In addition, we will have accounts on Instagram and Twitter. All three
of these social media platforms will allow us to promote the use of our hashtag
#DocMe. Using this hashtag, we will be able to cross-promote between web
sites. Productive and efficient use of these three platforms will help us to keep in
contact with our customers. We will be able to read and respond to their
comments and concerns, as well as keep them updated and informed with any
and all updates to our application.
The fourth part of our eMarketing strategy will include targeted advertising
on blogs. We will team together with health and family blogs and promote for our
app on their websites. We will choose blogs that are specifically concerning the
health and wellness of individuals, as well as families with children and the

14. elderly. Internet users will be browsing these websites for tips and advice
regarding health and wellness, and it will benefit them to find advertising for an
app that will allow them to connect with a health professional at such a very low
cost to them.
The fifth facet of our eMarketing strategy will be DocMe’s personal blog.
We will be utilizing this blog specifically so that customers can write to us about
their experiences using DocMe, which we will then feature on the blog. In this
way, we want to build our own DocMe community. We believe we will find a large
segment of people who are looking for what our app provides: fast and helpful
medical advice at an incredibly affordable cost. And once these people have
used our app and discovered just how helpful it is, we want them to reach out to
others and share their experiences.
Our Sales Strategy
Our sales strategy will be one of differentiation. We realize that there are
other companies that we will be competing with, namely WebMD and HealthTap,
and we must differentiate ourselves in order to be able to compete. HealthTap
and WebMD are similar websites and smartphone applications, however, they do
not have all of the features that DocMe will provide. WebMD has a feature known
as Symptom Checker, which allows their users to learn about potential conditions
or issues based on their specific symptoms. DocMe will also have this feature,
however we are going to take it a step further. Customers who purchase the
DocMe app will know that they have the convenience of credible medical advice
right in the palm of their hand. It’s more than customers just self-analyzing their
symptoms. Once customers have read up enough about their symptoms, they

15. are just a click away from live chatting with a registered healthcare professional
who will be able to give them the best advice possible, from self-medicating to
visiting an urgent care center. HealthTap also has this live chat feature, but to
use it requires a $9.99 fee per session, or a on a subscription based service
which is $99 a month. This crucial feature is what makes our app much higher in
quality, more convenient to use, and an overall better fit than any of our
competitors. Our low-cost application will be better able to help customers clarify
their needs and come up with a solution. Our stellar customer service will also
put us ahead of the curve and assist us with our differentiation strategy.
Website Design
Our website for DocMe will be designed as an extension of the
application. It is user-friendly and easy to navigate. On the website, customers
will be able to look up doctor profiles which will contain reviews and ratings. The
application has a built-in feedback system, where once the customer finishes a
live-chat session with a doctor, they will be required to fill out a short survey
based on their experience. The results from those surveys will be automatically
sent to the website, and will be added to the doctor’s profiles. So customers can
research doctors even before they decide to chat. Another feature of the website
will be the geographic locator. Customers will be able to locate doctors, hospitals,
clinics, urgent care centers, and pharmacies based on their geographic location.
Another important feature of our website is the tab thank links to our blog. The
blog is where customers can write about their experiences, and helpful tips and
tricks to navigate the app so that others may benefit. Another interesting facet of

16. our webpage will be a link where users can donate towards the progression of
DocMe, the app and the services.
Measuring Online Activity
It will be easy to measure the activity of our customers because we will
see how many downloads of the app we have in the Apple iOS marketplace.
Also, we will be able to monitor through the app the amount of usage as far as
how many times the medical professionals are sought out to live-chat. However
we are also going to use Google Analytics to measure Internet traffic on our
webpage and blog. In addition, we will be utilizing Facebook’s analytics tools to
measure the effectiveness of our Facebook page as well. Using all of these tools
will help to give us a clear idea of how many customers we have using our app.
E-Commerce Tools
Virtual transactions will encompass the only transactional activity DocMe
will have. DocMe will have two means of virtual transactions, one through in-app
purchase(s) and one through the website. The in-app purchases will be done
through our secured servers, whereas funding donations will be done via our
website using Authorize.Net, the internet's current leader in payment getaways.
Customer Feedback
The biggest way we expect to receive customer feedback is through social
media. Nowadays, that is usually the first place customers go when they have
feedback on a company or service, both good and bad. Customers can email us,
leave comments on our Facebook page, and tag us in comments using the
hashtag #DocMe. We will have a designated Social Media Manager who will

17. respond to any and all feedback. We will work hard to make sure our customers
know their feedback is appreciated, and that we will take their comments into
consideration in updating our app and our services. Customer feedback turning
into continuous improvements is how we will make sure our app is the best it can
be.
Creating Value
Our application will create a lot of value for our customers. Use of our app
will allow customers to have peace of mind, which is invaluable. No longer will
people have to worry about whether or not their symptoms are worthy of an
expensive doctor’s visit. Our live-chat sessions are a better value than the non-
live versions of chat that our competitors offer.
How to Pay for our Product
Our application will be available for purchase on the Apple iOS platform.
This amazing app will be available for free initial download. Services included in
the free download will include symptom information and live-chat. Once in the
middle of a live-chat session, the customer will have the option to upgrade their
service for a fee of $7.99. This upgrade will allow the customer to transfer media
(photos, videos), video conference with the health care professional, as well as
receive prescriptions. The mid-session upgrade will be charged through the app
directly to the user’s cell phone service, through Apple iTunes.
Customer Complaints
We will handle customer complaints using the same channels as the
customer feedback. Email, comments, and social media tags are all ways in

18. which customers can contact us. Our Social Media Manager will sort through all
of the feedback and determine what is classified as a complaint, and then route
that message to our Customer Service department. A customer service
representative will then attempt to contact the customer, either through email or
by responding on social media, and find out how we can make the experience
better for the customer. If need be, we will be willing to refund the amount paid
for the session.
Financials
In today’s market as more and more consumers gain access to the
Internet and smartphones it’s no wonder that entrepreneurs are searching for the
next emarketing opportunity. That is why we have chosen to invest in developing
the DocMe mobile app. The mobile app industry shows a great promise for
future profits. According to statista.com, in 2015 Mobile apps will be making well
over $45 billion dollars in revenues worldwide and in 2017 this number is
expected to grow to $76.5 billion. Health related apps alone are speculated to
reach $26 billion dollars in revenues by 2017 (Frank,2014). Even though there
are many mobile apps in the market right now, consumers can’t seem to get
enough of them. This is a plus when considering the development of an app
such as DocMe.
For the first six months of our budget we plan to invest most of our capital
towards development of DocMe. We will need to pay for a website at a cost of
$100 dollars a year. The low cost of our website is due to our companies
capability of maintaining the webpage without the use of outsourcing. The
majority of our budget will come from gofundme, bank loans, and our own

19. personal investments. We will use gofundme to get donations from friends,
family and other interested donors which will account for up to $10,000 dollars.
The $10,000 dollars derived from gofundme will be used towards our emarketing
strategy which includes pay per click, SEO and other emarketing techniques that
will make us recognizable in the application store. On the other hand, we will use
a bank loan for $20,000 which will cover our servers, computers, legal
counseling, legal counseling, and the costs of formulating a gofundme video.
Lastly, the final source of startup cash will come from personal investments from
the team totaling up to $10,000 to cover the expenses of renting a central office
space for us to work at. We plan to use the funds made from upgraded sessions
and advertisement reservations from pharmaceutical companies to further
finance the app and break even.
• Equipment: $11,000
• Legal Counseling: $5,000
• Crowdfunding Video: $2,000
• Office rent: $2,000/monthly
• IT Maintainence: $5,000/annually
In the following year after development we will be able to continue the funding of
DocMe with the use of our revenues. DocMe is a Health app that connects
patients to doctors for medical advice. The download is free and includes the
basic service. The basic service only includes access to live question and
answer doctor sessions. Patients also have the option to upgrade their DocMe
session for a minimal fee. The upgraded session not only includes a live chat
with a doctor, but also includes the exchange of photos, videos, and over-the-
counter prescriptions. To upgrade your session, the user will simply click on the

20. upgrade button on the session screen and pay a small fee of $7.99 for that
session. As mentioned previously, 65% of our profits will be generated from
pharmaceutical advertising and sponsoring, where 35% will be derived from
upgraded sessions. We project to have 35,000 doctors in our first year and up
to 50,000 doctors at year two.
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