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  1. 1. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID MARKETING PLAN RFID TECHNOLOGY SOLUTION FOR EMERGENCY CASE Tutor : Jean-François DAVID CENTORAM O 1 Master Management International & NTIC 2006-2007
  2. 2. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID TABLE OF CONTENT MARKETING PLAN...............................................................................................................................................1 Tutor : Jean-François DAVID...............................................................................................................................1 A n s o f f m a t r i x....................................................................................................................................26 PRODUCT..............................................................................................................................................................26 DEVELOPMENT...................................................................................................................................................26 Decision tool...................................................................................................................................................27 Work: The way people relate to IT.....................................................................................................................33 Human rights : Private liberties...........................................................................................................................34 Medical care : Health enters the digital world................................................................................................34 ............................................................................................................................................................................34 2 Master Management International & NTIC 2006-2007
  3. 3. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 1. EXECUTIVE ABSTRACT “Radio Frequency Identification (RFID) is a disruptive technology that has broad applicability across the healthcare industry. With RFID, healthcare organizations (HCOs) can automate inefficient manual processes to help increase operational efficiency and improve the quality patient care delivery. RFID enables HCOs to positively identify patients, accurately track mobile assets and patients, and optimize supply chain inventory management and logistics. HCOs are investing in RFID today. Healthcare organizations are investing in RFID solutions today to better understand the viability of the technology and to figure out how to leverage RFID to solve real problems within their organizations. Active solutions are propelling growth of RFID in healthcare. Healthcare organizations are primarily deploying active RFID solutions for tracking assets and patients. With RFID, HCOs are achieving a compelling ROI to help increase operational efficiency and improve the quality of patient care. Passive RFID solutions lack a compelling business case. Healthcare organizations are having difficulties identifying a compelling business case to justify an investment in passive RFID for patient safety and inventory/supply chain management solutions. RFID solutions are not ready for large- scale, enterprise-wide deployment due to healthcare organization concerns about network infrastructure, network scalability, application availability, and systems integration complexities.” Good, but a bit too much general ideas… Executive abstract is not a teaser, it is a real "sales" synthesis of proposal ideas… 3 Master Management International & NTIC 2006-2007
  4. 4. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 2. CONTEXT What if a person could be transferred to a hospital following an emergency call with the confidence that his/her treatment would be efficient, safe, with accurate care and reduced risks ? It may be hard to envision, but we have the knowledge and technical assets to make this hypothesis come true. However, our medical system doesn't have the infrastructure or funding to fully address these issues. ok Nowadays, the French emergency services are faced with an increasing number of calls ( 4.5 million for medical emergencies, 650 000 SMUR operations, increase of 10% every year) resulting in a high number of patients treated every day in hospitals. The latter in turn struggle to manage the allocation of resources, cope with the fluctuating flow of patients, coordinate the different steps of the procedure of emergency care all along their course in different departments through to their release. good This triggers several issues like the difficulty to keep track of one patient's treatments received, medicines absorbed name of the appointed doctor... On top of that, there is no way to quantify the level of activities, the frequency of use of equipment and even assigning the right skilled staff member to the patient has proven difficult to achieve. For instance, 33% of patients’ s files do not mention the name of the doctor who is treating them, and 20% of them are not readable; worse, 10% do not state any diagnosis. What are the consequences of this alarming situation ? OK There still are hundreds of cases where the lack of coordination between the different teams (Smur, Emergency and Intensive care departments) have led to medical complications, excessive duration of hospitalization and additional costs supported by the national health service (“Sécurité Sociale”), resulting in a ever bigger deficit. GOOD Plus, the slow and still manual process of patient’s medical files (or partially computerized) in each department makes the task even more difficult for the medical personnel when it comes to make critical decisions for patients’ sake. yes 4 Master Management International & NTIC 2006-2007
  5. 5. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID M. David, head of emergency services department of Cochin public hospital, has cumulated, over his decades of service, a knowledge, that is to say a set of procedures to follow, that could help improve considerably the emergency medical care processes. Our company dedicates itself to the development of innovative software solutions for all the health industry. The solution is at hand, through the combined technologies of the healthcare supply chain: cutting-edge technology, support for decision making based on procedural knowledge. good The following will address the quality and accuracy of patient care, based on future patient expectations within our healthcare delivery system. This study will provide you with the tools you need to achieve this goal. Excellent part 3. OBJECTIVES M. David, head of emergency department of a Parisian hospital, is looking for a way to market his knowledge and the model of emergency care implemented in Cochin public hospital. Cochin hospital emergency service receives 50 000 patients every year, which means that an average 130 emergency medical care procedures are performed every day. As said above, there still is many things to improve in order to provide high quality services to patients. This implies a better coordination of the emergency care chain, the patient’s file and reaching greater accuracy in the choice of appropriated treatment. ok Taking this into account and after a thorough study of the different emergency department processes at Cochin hospital, we identify three main domains in which our input could make significant difference: the patient’s file, the management of resources and the choice of appropriated treatment. Therefore, our main objectives in that study will be the following: 1 / Identify and focus on our customer’s needs to be able to help him provide added value services. This entails innovative methods and equipment that will allow to stand out from the crowd. ok 5 Master Management International & NTIC 2006-2007
  6. 6. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 2 / Reach an agreement with the customer in order to introduce cutting-edge technologies and collaborative work chain (sustained interaction between stakeholders) in healthcare industry. yes 3 / Provide help to set up a field for study and medical research based on data collection of patient history, treatment using statistics. The said studies could serve to measure up the impact of technology on health public expenses. ok The actions derived from these key principles will be : - Improve the management of patient’s medical files ; - Provide the hospital with the needed tool to implement appropriated medical care ; - Maximize the use of the resources of the hospital. 4. METHODOLOGY 4.1. Methods We used universal methods to prepare our marketing plan. This involved methodic research of the market combined with teamwork management tools using various frameworks: - Market study : benchmark (have a flavor of what is coming up next), competitors analysis, data collection, quantitative analysis, qualitative interviews ; - Modeling our approach to the market: SWOT and PEST models for both the hospital and the company in order to emphasize opportunities and identify the external forces impacting upon this organization, Ansoff matrix to decide on growth strategy, Porter’s 5 forces model, core competencies analysis using Hamel and Pralahad framework… ; - Project management methods: simple RAM to evaluate the workload, Gantt chart and WBS for planning and breakdown of tasks, Project charter to make sure every member was aware of their role, Meeting management checklist to conduct efficient meetings… 6 Master Management International & NTIC 2006-2007
  7. 7. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID YES 4.2. Processes 4.2.1. Various tasks The processes that are described here are the actions undertaken by the team in order to produce a marketing plan. Preparing a marketing plan is much about research; that is why we spent most of the time looking for information, searching for relevant and accurate pieces of information. The main processes were: - Meeting the other team members (formal meetings) : we decided to meet to officially discuss the methodology, the actual topic, the evolution of the idea based on the data collected ; - Talk about the project on a regular basis but in informally (informal meetings): they were more frequent than formal meetings. Their purpose was to keep connections with the evolution of each other’s searches, compare the solutions offered by the competitors …; - Searching for information on the target market (actual research) : we went hunting for information on healthcare, health services using first a very broad scope (what’s happening in leading countries like the USA, UK, Japan…) that we gradually narrowed to the market on emergency medical services in France. This includes research on statistics, a deeper understanding of the emergency procedures, and reading of professional press…; - Interviewing of possible end-users (interviews) : meeting with acquaintances working in emergency departments of hospital, medicine students ; - Report writing : the first synthesis of the research were summed up with the help of mental models; - Rehearsing (preparing the pitch for the presentation): emphasizing our ideas with the best arguments to convince the investors of the added value and the innovative aspect of our concept ; OK good if no window-dressing… 7 Master Management International & NTIC 2006-2007
  8. 8. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 4.2.2. Figure: Process Groups funny and nice 4.3. Planning The first marketing plan was produced over a period of one month, from the 6 th to the 26th of September 2006. The project was divided into tasks and sub-tasks which were assigned to the different team members. After analyzing of the topic altogether during the first week, the team gathered to exchange views on the way to approach the project. A brainstorming session took place to discuss the best approach and ideas. Following that, that is to say the week after, and once everybody had agreed on one solution, the project was broken down into smaller tasks and domains to explore. Everyone started to dig for more detailed information on a specific area of the topic. The final week was dedicated to the writing of the final report along with the preparation for the final presentation in front of main actors of the project. Below is a Gantt chart illustrated the distribution of tasks as well as time management throughout the month. 8 Master Management International & NTIC 2006-2007
  9. 9. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID (See full size chart in appendice) ok Major milestones for our project are: Dates Deliverables September 6th Building of a complementary team (various skills: marketing, law, IT and management). September 13th : Definition of a creative idea September 19th : Submission of a first draft September 26th : Final presentation of our idea 5. MARKET STUDY 5.1. Emergency care First of all, we focused on the medical emergency system and intend to synthesize its functioning, in order to be able to position ourselves best and detect areas where news services could be introduced. This approach requested a deep understanding of the profession and all its processes. 9 Master Management International & NTIC 2006-2007
  10. 10. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID GOOD SMUR services were identified as the main stakeholder in the first phase of emergency, as it is the first actor that administrates medical care to the patient. Taking one step further, the following treatment of patients in emergency departments once arrived at hospitals was studied. This phases included interviewing emergency care department staff members (one internal student and one nurse) and ask them about their daily activities, their needs, the qualities and weaknesses of the current processes. Simultaneously, the study was oriented towards general state of the art hospitalization and we went digging for statistics on the efficiency of patient care current treatments. 10 Master Management International & NTIC 2006-2007
  11. 11. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 5.2. Statistics on emergency healthcare First of all, the chart below sums up the course of the patient in emergency services of hospitals. This is an extract from the book “Réduire les temps de passage aux urgences”: GOOD  Waiting time: patients wait for doctors, available equipment and some actions like the results of examinations and decision process leading to hospitalization take quite a long time. 11 Master Management International & NTIC 2006-2007
  12. 12. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID  Difficulty to deal with the fluctuating flow of patients: as a result, staff members are overworked or have a too low workload, which brings additional costs.  No control on neither upstream nor downstream flow: no communication between the different stakeholders, no common basics to build on.  Emergency services works twenty-four seven but the efficiency is questionable : - Interrupted tasks - some staff are affected to several patients in a short lapse - staff qualifications are under or over exploited, which means the right staff is often not assigned to tasks matching their competencies, - no control is possible : its is impossible to know who does what, when and how ?  Poor quality of service : - 30% of patient’s files do not mention the name of the doctor who examined the patient; - 10 % of files remained without diagnosis ; - 1 patient file out of 3 do not follow any official healthcare procedure ; - 25 % of files are lost and unreadable. OK  High costs : Delays, re-doing of patients’ care due to misunderstanding and lack of coordination between teams lead to excessive hospitalization duration and additional cost consequently. Datas concerning the Emergency Service : • Number of beds : 28 • 1 emergency situation each 29 seconds • 130 attended patients • 50 000 patients per year. 12 Master Management International & NTIC 2006-2007
  13. 13. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 5.3. Customer’s needs The data collection as well as studies of emergency medical services allowed us to draw a general picture of main customer’s needs. Current situation Customer’s needs Lack of coordination from upstream to Keep track and build a common referent for downstream the emergency care. all staff treating a patient. Impossibility to control staff workload and Find a way to apply automatic controlling of activities, nor the frequency of use of activities. resources. Repetitive tasks : fill in each staff member Allow a simultaneous update of a patient’s with the patient state and previously state record. received care Some patients do not receive appropriated Establish various profiles of patients that treatment during their stay due to the necessitate special care due to allergies … difficulty to establish risky profiles. NOT BAD… 5.4. Creative idea 5.4.1. Our Innovative idea: 1. Analysis of the emergency services processes: • The emergency processes Registration Complementary Specialist Orientation Box Hospitalization Analisis opinion 13 Master Management International & NTIC 2006-2007
  14. 14. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID First, we should think about how and when we should integrate technologies in order to realize an added-value in the emergency services processes. Our solution aims at resolving problems of quality, time, and knowledge and equipment management. We decided to concentrate on the processes that start with the Registration, or in other cases when the emergency mobile services come to pick the patient, till the moment when the patient leaves the service in order to be hospitalized, or to leave the medical services in general as his problem has been solved. 2. Our solution: We decided to intervene in different steps of the emergency process in order to improve the time, the stocks and the knowledge management. We aim at offering the right medical care at the right moment, without any delay and in that way to fluctuate the process of medical care in the emergency services. OK In that way the patient, but also all the medical equipment and the doctors tablet PC will be equipped with an RFID chip. The wireless geo localization of the patient and of the medical equipment will optimize the medical care and determine the availability of the medical equipment. The patients will receive a personified RFID chip integrated in a bracelet given at the moment when they come in the emergency services or when the ambulances pick them up. The emergency services equipment will be also marked with an RFID chip. good This RFID chip will follow them in all the steps of emergency process and transfer the information in real-time to a monitor that will show in plasma screens the information about the patient, but also about the material and staff availability.yes A software solution is also proposed, that allows a follow–up of the patient’s medical file and establishes a decisional tool for the medical staff. Actually, the patient’s data will be filled at two moments. If the patient has a medical file in the hospital (he went to a doctor of that hospital before the emergency) so as the medical staff could access to his medical data (allergies for example) and offer a better medical care. In all cases, even if the patient never came before to the hospital, his data will be entered at the moment of the accident (when the ambulance pick him up or when he arrives in the emergency services) as to organize his follow-up in the emergency services. ok Our solution is based on two main products: - An RFID chip integrated in a bracelet given to each patient at the moment when they integrate the emergency services or when the ambulances pick them up. These RFID chips are completed with necessary equipment (Tablet PC, RFID drivers). 14 Master Management International & NTIC 2006-2007
  15. 15. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID - A software solution managing: the patients, the available resources, decision process and may give information if the patient has a file reiterated in the Hospital data base. They complete each other and they will be saled together as a pack. GOOD DESCRIPTION A) RFID All the patients as soon as they are integrated in the hospital emergency services or when they re pick up by the mobile services receive a bracelet that integrates an RFID chip. -“Radio Frequency Identification (RFID) is an automatic identification method, relying on storing and remotely retrieving data using devices called RFID tags or transponders. An RFID tag is an object that can be attached to or incorporated into a product, animal, or person for the purpose of identification using radio waves. Chip- based RFID tags contain silicon chips and antennas. Passive tags require no internal power source, whereas active tags require a power source.” Wikipedia. In our case we might be interested by the passive RFID as the passive tags have no internal power supply, passive RFID tags do not require batteries, can be much smaller, and have an unlimited life span. Passive RFID: - don’t have internal energy - receive energy from outside (inductive energy) - have a simple message and the R&D trends to increase its memory - cheap - disposable - very small size ok 15 Master Management International & NTIC 2006-2007
  16. 16. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID B) The software solution To respond to the various demands of the customers, we decided to develop a software solution that processes flows of information the emergency and hospital received on a daily basis. This software is organized in modules and is based on the wireless data transfer through RFID technology. For the Cochin hospital, three main modules will be developed: - Electronic patient file ; - Management of the hospital resources; - Clinical decision support tool. o The electronic patient file The first data entry phase will allow us to computerize the data of patient already available in the hospital. They may be hard copies or partially computerized. The data collection is going to feed a huge data base of patient records with the previous treatments, examinations they already received as well as results (IRM scan, radio...), names of doctors. This electronic file may be sent over to other hospitals that use the same system, so that in the product is indeed sold to many hospitals, it will become a standard in healthcare industry. clear o Management of hospital resources We previously saw that the mismanagement of resources (staff and schedules, boxes, waiting time, assignment of nurses to patient, redoing of examinations, lack of coordination between work teams...) costs the hospital a lot in terms of duration and money. What we propose now is a tool that enables the hospital to manage and control a series of processes: - Automatic facilities management & asset tracking (rooms, equipment, patient dispatching); - Tool to monitor time management (exceeding patient waiting time, number of patient waiting, schedule planning...); Yes, but don't you think that already exists? o Clinical decision support tool 16 Master Management International & NTIC 2006-2007
  17. 17. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID This tool is the most important tool and it is the one that makes us stand out from the crowd (of competitors). Decision making for patient is based on datamining technology combined with relevant medical data gathered by senior doctors at the hospital. That is to say: they have had, over their years of practice, experienced various treatments that can be more appropriated for risky patients, patients that require special treatment (allergies to particular medicine, asthma...). We will compute this treatment and linked them to the patient file. Then, in the future, as soon as a patient comes up with the same characteristics (meaning allergies to medicine...), when entering their personal medical history, the system will suggest the most appropriated solution based on with has been successfully done in the past. Moreover, a general treatment suggestion file or procedure will be generated from patients that present the same risks. To sum up, this tool ensures: - Decision support based on previous experience on risky patient; - Generation of medical procedures which all staff members will refer to in case of emergency. Classified data OK, but same remark, what is already existing…. 5.4.2. Our Mission: We are a young start-up that integrates technology into emergency care industry niche, in order to develop and optimize the best care practices that a hospital provides to their clients. 5.4.3. Our Vision: To become a leader company in integrating technologies in the emergency care industry, within a period of four years. First, Centoramo will develop its strategy in France, a known market, before becoming stronger and going for new markets (especially in European and Asian countries as the North American market is almost saturated). 5.4.4. Our Values: Listening and attending to the customer • In Centoramo each client has the same importance, so, we give to each one the best of our technological research and development. • We offer technological business solutions that meet our customers' needs. • Our customers are satisfied with our service. 17 Master Management International & NTIC 2006-2007
  18. 18. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID • We deliver our promises. Together, with mutual respect • We value and trust each other and operate openly. • We support our employee’s skills and desire to develop. • We gain good results in co-operation. Development and environmental awareness • We continuously develop our practices and products. • We improve our services and methods, taking the environment into account. • We do not cause any unnecessary harm to the environment. Profitability and rewards • Profitable operations are everyone's responsibility. • Profitable operations secure our future. • We reward our employees for good results. Not bad, but a bit "blue sky…" 5.5. Study of the open market Our investigation reveals that the market of medical emergency has a huge potential. A) Size of the market Our investigation reveals that the market of medical emergency has a huge potential. According to the FHF (“Fédération Hospitalière de France”), public hospital operate on a 50 M€ budget. 10% of this budget is allocated to service equipment. Out of these 10%, 5% are dedicated exclusively to IT. Are you sure of these 5%? Almost all French hospitals have emergency services. There are 1032 public hospitals in France. • 50M€ budget for hospital in 2006 • 5% of this budget is allocated to IT • 1032 public hospitals operates in 2006 18 Master Management International & NTIC 2006-2007
  19. 19. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID Our open market represents an amount of 5 000M€. Ok for IT, but not for your open market (your ambition is not to be on all IT hardware, software, applications, services markets, but on a specific niche…) B) Market trends • Change in technology Most industries are now adopting integrated systems (retail, aviation…). These systems give access to each staff member to a system that enables useful collaborative work. ok • Change in requirements Nowadays, a greater emphasis is put on the quality of service provided to clients. This is especially relevant for public service in healthcare. What is the link between that and your RFID curves? Implementation Cost Justification Utilization RFID Pi²lot Two technologies : Bar code and RFID Time RFID revenue RFID costs Graph A: 19 Master Management International & NTIC 2006-2007
  20. 20. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID As the graph A shows, the bar code’s time line and the time line for identification by RFID, the measurement of the cost in front of the RFID revenue takes the same form that the typical supply -demand economy curve. As RFID revenue curve raises towards the right, at that point in which the revenue, or the benefit, provided by the use of the RFID labels begins to surpass the cost to produce these labels. Also, it is in this point when the adoption of the identification by RFID begins to have a potential commercial sense. But the problem of the cost of a RFID label depends on how it is defined what represents the label. The value of the investment depends on a number of issues, including the type and number of tags being used, the information being managed, and the goals of management. ok 5.5.1. Internal market analysis: SWOT SWOT for the Cochin hospital Strengths Weaknesses I - High quality services ; - Necessary training for all users ; N - Optimization of the use of the - Costs ; T resources ; E - Growing number of patients ; R N Opportunities Threats E - Reduced costs ; - Insufficient budget allocated for this X - Put FranceFrance on the front scene project ; T for new appliance of emerging - E technologies in health industry ; R N OK, and so what? You don't explain enough how your solution plays on SWOT… 5.5.2. Internal market analysis: PEST Political Economic - Government is in the process of - Huge deficit of the national health modernizing the health services (e.g. department ; “carte vitale”) ; >> possible funding from UE ; 20 Master Management International & NTIC 2006-2007
  21. 21. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID >> this solution might be welcomed and could become a standard ; - Patients might not be ready to pay more for healthcare ; - UE is examining similar projects about >> this could be a brake ; emergency care solutions ; >> possibility to get funding from Brussels; - Strong social capitalism model ; - Trend to blend technology and >> government might involve in the medicine ; project; >> RFID is an emerging technology that is - Hospitals are not granted enough poised to be used in numerous industries; resources ; - Hospitals still don’t use integrated >> software may compensate this lack ; systems; - lack of uniformity in the treatment of >> innovative aspect of this project that medical emergencies ; allows to stand out from other hospitals ; >> training Social Technological OK 21 Master Management International & NTIC 2006-2007
  22. 22. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 5.5.3. Network Model: Network model Capital Private investors, Government govern me nt founding Labor Ministry of health services Suppliers Internal ressources Capabilitities Positions Consumers Science Organization Hospitals, clinics… RFI D technology Competitors PCTS, IBM, Infologix… OK 22 Master Management International & NTIC 2006-2007
  23. 23. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 5.6. Competitors’ analysis Medinous Health PCTS IBM Infologix Systems Patient Care Software provider Identify, track, Technology Medinous Hospital MEDITEK monitor people and Management System Systems asset in the hospital MEDITEK PRAXIS Deliver real conceivable Provider of software applied to a Based on active patient safety benefits to hospitals pharmaceutical RFID technology and clinics solutions database Differenciation = Flexible, easy to use A comprehensive Development of the RFID process ED information Health Data Network (design, system Cover a wide range of (HDN) to provide the development, Hospital administration hospitals with access implementation) and management Implemented in to the Internet US processes Powerful and reliable Integrated and IBM Global Network. intelligent solutions GOOD As an emerging technology, RFID is essentially used nowadays, for marking products with electronic chips in order to follow the movements of stocks, thanks to radio frequency. Even if, for the moment this technology is marginal, it will probably become, after GSM, the most widespread wireless technology for the next century. The main RFID market is dedicated to Security (62.2%), and the most outstanding growth is situated in Supply Chain Management field. Marking human beings represents only 0.34%, it’s a marginal part in a marginal market. Since the beginning of the 21rst century, and particularly since 2005-2006, few initiatives 23 Master Management International & NTIC 2006-2007
  24. 24. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID were launched in several hospitals in USA, UK and France (Grenoble and Nice hospitals, Birmingham Hospital). So we may conclude that the market in the emergency industry just starts by being developed and that it’s very poorly developed in Europe compared to North American initiatives. OK 5.7. Implementation scenario Firstly, we are going to do an alliance with Cochin hospital in France. This alliance will be our pilot experience, in which we will can analyse our service in order to expand our market and at the same time our portfolio of services. For instance, our market expansion would be to work with the other french hospitals interested to acquire our product in order to improve their emergency services as Cochin would do it. OK, bu who finance the proto? Later on, we will do a negotiation with the french goverment for standarizing the emergency care french system. Thus, this emergency care model will be reproduced in another contries around the world, and at this moment we will can to offer another complementary services that will have been developed through the time, like pacients process information through screens in the hospital lobby, inventory of medicines, statistic information system and so on. Stage 1. Cochin Stage 2. Hospitals in Paris CENTORAMO Stage 3. Hospitals in France Stage 4.Hospitals in Europe Stage 5. Hospitals around the world 24 Master Management International & NTIC 2006-2007
  25. 25. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID ok 5.8. Value chain Infrastructures Legal, Accounting, Financial Management HR Management Manpower planning : technical assistant and trainer hire, organization of training f or our employ ees R&D Technology / competition monitoring, Research, Local testing Value added Procurement Suppliers (RFID technology supplies : tags and readers), For CENTORAMO VALUE CHAIN Subcontractors (data collection, equipment maintenance) Centoramo Greater LOGISTICS OPER ATIONS SALES & MKG SERVICING Satisfaction For Cochin - Ordering -Collection of data - Sales subcontracting - Training patients - Receiv ing -Sof tware -Attendance to - Technical assistance - Data transf er dev elopment - Conv ention, medicine - Warranty -Customization conv ention - Software Upgrade -Testing - Agreement with Cochin - Special discount on -Installation additional modules - Test on-site TechParadise (Asia) Electronic equipment wholesaler - supply of RFID tags – readers Ad ministOR (France) Administrative servic es – data entry of Cochin patients’ files. Hospital Cochin : Healthcare public institution - a special agreement will be set up in order to access patient’s inf ormation Marketing agency : Sales – partnering with doctors, presentation of the solution in medicine conv entions, incentiv e sales to doctor f rom other public hospitals OK 25 Master Management International & NTIC 2006-2007
  26. 26. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID our offer in terms of market / product newness STRATEGY OF GROWTH In order to decide on our market growth strategy, we use the Ansoff matrix that helps positioning. Ansoff matrix Existing products New products Existing Markets MARKET PRODUCT PENETRATION DEVELOPMENT New Markets MARKET DEVELOPMENT DIVERSIFICATION We already have competitors on the healthcare software solutions market. Plus, we demonstrated earlier on the demand for software solutions in emergency services. So, we can say that the market is existing, but : - our products integrates various elements and aims to develop a common base for the hospital whole supply chain ; - we aim to meet a wider than our competitors; - until now, nobody had worked closely as we did with one hospital, dealing with patient’s information; - we develop an innovative datamining tool that we introduce in the health industry. For these reasons, we can say that our product is a new one on the market : we will then adopt a strategy of product development. This strategy implies developing new competencies which can appeal to existing markets. OK Centoramo integrates RFID technology into emergency care industry creating products which optimize the Cochin hospital processes. 26 Master Management International & NTIC 2006-2007
  27. 27. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID Decision tool In order to evaluate the risks and consequently to decide if it is worth going for this idea, we use the decision matrix that allow us to position our products and confirm the feasibility of our project. The decision tool takes into account the possible benefits as well as the risks. Regarding our software product, we can say that the risks are reasonable for the following reasons: - The RFID technology the software is based on is an emerging technology that is poised to enter many industries in the newt years: retail, aviation, car... - There is no development cost except from software development, which means we do not create a new technology but we make the most of one that already exists. 27 Master Management International & NTIC 2006-2007
  28. 28. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID On the opposite, the possible benefits are important. The implementation of this software in a company will benefit all stakeholders: the Cochin hospital, the patients, Centoramo and the government: - Cochin hospital will improve the level of quality; - Cochin will optimize the use of resources and reduce its costs in the long run; - Cochin will be able to control the performance of its processes; - The Government will at last step in the world of new technology; - Special needs of patients will be addressed ; - There will be less waiting time and reduced hospital fees in the long term for a better quality of service. The above decision chart show us that the our product is positioned at the GO stage : high benefits for reduced risks; therefore we should definitely GO FOR IT before competitors. This graphic representation illustrates the development of the prototype will be made by ourselves and that will allow to reduce costs. Why not…. 5.8.1. Routes to markets Good chart 5.8.2. Partnerships 28 Master Management International & NTIC 2006-2007
  29. 29. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID • Cochin First of all we aim to reach an official agreement with the Cochin hospital in order to be able to collect data and work with the staff during an extended period of time This period will allow us to get a deeper understanding of the customer s need on a daily basis. Informations concerning the Cochin Hospital This could be in the appendix… Groupe hospitalier COCHIN - SAINT-VINCENT DE PAUL Groupement hospitalier universitaire Ouest History : Situated in the XIVth arrondissement of Paris, the Cochin Hospital was created in 1780. During its history it has annexed several establishments nearby situated: the Ricord Hospital, the maternity hospitals of Port-Royal and Baudelocque and the Tarnier hospitals. Since the 26th of January 1999, the Children Hospital of Saint-Vincent de Paul - La Roche- has been associated in order to create the Cochin Hospital Group. Statistical datas: 1152 beds, including : • 1102 in Extreme Number of beds : • 22 in Psychiaty • 0 in medium and long-stay hospitalization Number of beds in the Mental Hospital 80 : Number of consultations : 540067 Number of admissions : 47381 Number of births : 5761 Datas concerning the Emergency Service : • Number of beds : 28 • 1 emergency situation each 29 seconds • 130 attended persons • 50 000 patients per year o Supplier: We will buy RFID equipment (tags, PDA readers and tablets PC) from an Asian based wholesaler. This will allow us to get basic equipment at a cheaper price. 29 Master Management International & NTIC 2006-2007
  30. 30. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID inc. • Subcontractor The first phase will consist on data collection The hard copies of patients files will be entered into a common patient database We will subcontract the data entry phase as this is a repetitve task that does not require special skills By doing so we get to focus more on our core competencies. 5.9. Marketing Mix _______________________________________________________________________ 5.9.1. Problems How to introduce our RFID technology solution for emergency system? How to market our products? How to set get market place and build up a good image for our corporate? 5.9.2. Strategy 2.1. Targets Emergency services: services and ambulance organizations. 2.2. Indirect targets The users, people who are supposed to benefit from emergency service. Particularly few categories are concerned, aged people, pregnant women, danger profession, etc. 2.3. Primary target The emergency services, in this case the Cochin Hospital emergency service. 30 Master Management International & NTIC 2006-2007
  31. 31. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 2.4. Positioning We are a small start up (7 people), launched in Paris in 2006, we decide to center our activity in a niche industry by providing the emergency services with RFID technology solutions. This sector just starts to be developed in few hospitals as pilot-project. We thoroughly believe that RFID is future solution in all sectors and particularly in the medical one and we plan to be a genuine challenger in this sector. Porter’s generic position Broad target Competitive scope Narrow target CENTORAMO: Differenciation focus Lower costs Differenciation Cost advantage 2.5. Axe of differentiation In front of big international companies we are offeringWe are not provide “RFID and a software” but a RFID technique solution and monitoring service with a high flexibility. 2.6. Objectifs We aim 13 percent market place in the first year on the RFID technology market, and 20 percent in the second year, and then, we expect a 5 percent increase of our market share. We expect 3 millions dollars in the first year and 10 millons for the second year. OK 5.9.3. Products We provide 2 types of product: •Develop RFID Technology solution for Cochin Hospital( Paris) •License of RFID Technology Software. •Services: Training, monitoring, maintenance to company you reengineering project. 31 Master Management International & NTIC 2006-2007
  32. 32. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 5.9.4. Price RFID technology is a relative new market, usually we can have a creaming price, but considering we are a start up corporate, we have no heavy overheads and we are planning to occupy high market place so we will use a penetrating price. •RFID chip will be free(in quantity compatible with the sold products) •For Cochin Hospital: for the development, market price should be 200,000€, but we will own the license, so we propose 100,000€, a very competitive and attractive price. •License of RFID Technology Software: 15000€ •Services: depends the project and service required GOOD 5.9.5. Place (channel of distribution) Our distribution channel will be B to B, our sales will negotiate directly with the hospitals. OK 5.9.6. Communication plan a) Objectives of communication: •Inform existence of our corporation •Build up good image •Help to install positioning of the corporate •Inform public contributions of RFID technology in emergency care sector. b) Targets of communication: •Hospitals, ambulance organization, public c) Axe of communication •CSENTERAMO provides RFID technology solution to minimize your risks in case of emergency. d) Communication mix Why not? Public Relations: Journalist document, press release, , web site. 32 Master Management International & NTIC 2006-2007
  33. 33. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID Advertisement: Video advertisement and billsticking in the hospitals; billsticking health care organizations. Sales forces: after the well-established partnership with Cochin hospital, our Sales forces sell door- to-door to hospitals incrementally. 5.10. Core competencies Innovative products, reliable quality, and a comprehensive range of services are at the core of our competence and at the same time represent key advantages for Cochin, since it can use those advantages to the benefit of their patients. Our core competences are based on: • In-depth knowledge of integrated maintenance concepts for Cochin emergency situations. • Unique knowledge of process management for progress and budget monitoring. • Specialised knowledge in the areas described under “core activities”. ok Core activities: • Assembly, installation, maintenance, repair, renovation, modification, relocation and extension of all kinds of technical installations, ranging from process installations to process supporting installations and equipment. • Consultancy and technical management (maintenance management) • Project management and execution. 5.10. Cultural aspects Work: The way people relate to IT Part of the staff might not be familiarized with computers. The introduction of computer might place a psychological barrier to some users, that might be reluctant to use this tool. We must bear in mind that there are people in the 33 Master Management International & NTIC 2006-2007
  34. 34. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID staff that are not used to using computers on a daily basis or that have deep rooted work habits (for instance the use of hard copies) but we intend to address this issue. ok Human rights : Private liberties This product might raise the issue of privacy as the patient might be unwilling to wear a bracelet where all their medical details / history are stored. For example, this could worry HIV-infected people that are treated in our hospital. Even though only the staff of the hospital is able to read it, there may be some who will talk about private liberties issues associated with this tool. SURE… Medical care : Health enters the digital world With this IT solution, health is definitely entering the world of new technologies of communication. In other words, it is yet an other sector of activity where IT is becoming the leading work tool : the implementation of ICT in almost every single everyday life action is transforming our society and our cultures. OK 34 Master Management International & NTIC 2006-2007
  35. 35. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 6. RECOMMENDATIONS In order to optimize the quality of the product we will develop, we will associate it with complementary services that will ease its use. These actions take place throughout the implementation process, from the gathering of customer’s need to the actual installation.  Collaborative work with the emergency department staff : Interviews, workshops will take place to prepare the list of functionalities according to the situation: this will help defining the needs as the flaws of current systems will appear clearly. ok  A highly “moduled” software : Our software solution is organized in different modules: the ones that we implemented are tools to manage the patient information using RFID technology, a clinical decision support module and a hospital resources management module. This implies that in the future, we are planning to develop other modules to support the whole supply chain : collaborative work platform with medicine and medical equipment suppliers, ambulance monitoring and management tool… yes  Regular user training : Before executing the software, a period of training sessions will be held to familiarize the staff with the tool. These sessions will include real situations tests using prototypes.  Measurement of performance : Following the implementation, performance measurements will be rigorously established : gain in time, customer satisfaction, cost, hospitalization duration…  Active technology monitoring : 35 Master Management International & NTIC 2006-2007
  36. 36. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID Our company is specialized in the development of business software that use the latest technologies. In order to be able to seize the opportunity for growth of a technology, we conduct active and regular investigations, studies and benchmarking to detect emerging trends and be able to offer the best service to customers. Besides, the RFID technology being on a ascending slope, we are currently working on solutions including active RFID and bracelet to be permanently worn by impotent patients. 7. DISCUSSION Good attempt Assumptions: - Number of Cochin patients is a Normal distribution (µ=50000 patients , δ= 0,7 ???) 36 Master Management International & NTIC 2006-2007
  37. 37. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID - Number tags and readers is related with Cochin patients and Hospital’s tags stock. Our ROI shows that we are going to obtain a rentability of 24,06% in 3 years just with the services that we are going to offer in the present, so we could think that with the others services that we can offer due to RFID technology, this ROI could be even more high, for instance, our inventory service is an extension of the fact to use RFID technology for the emergency care situations. 37 Master Management International & NTIC 2006-2007
  38. 38. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 8. REFERENCES 8.1. Bibliography  How to write a marketing plan, John Westwood  Management stratégique des services, Eric Vogler  Dirección estratégica, J ohnson, G.; Scholes, K: Prentice Hall.  Réduire le temps de passage aux urgences, Mission d’ Expertise et d’ Audit Hospitalier 38 Master Management International & NTIC 2006-2007
  39. 39. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 8.2. Articles, magazines, press  Etude de la société française de la médecine d’urgence :“Cahier des charges national pour l’informatisation des services d’urgence”  “Programme de médicalisation des systèmes d'information et réanimation : impacts socio-économiques” P. Moine 1, B. Garrigues 2Conférences d'actualisation 2000, p. 613-622. © 2000 Éditions scientifiques et médicales Elsevier SAS, et SFAR 8.3. Webography  Jean François David’s website :  Research material, methodology…  Ministry of Health official website :  Official report and research studies results ;  Emergency doctor association :  Information on major emergency procedures…  Online business classes: ;  Methodology on how to make the most of marketing frameworks… 39 Master Management International & NTIC 2006-2007
  40. 40. Marketing assignment Tutor : Marketing Plan Pr. Jean-François DAVID 9. APPENDICES 40 Master Management International & NTIC 2006-2007