Marketing Management

2. Profiling

3. Objective
 Genetic testing, which includes genetic counseling, is
an interactive process involving the patient and
his/her family.
 Creating a marketing plan for genetic testing.
 To collect the data from family members and known
people of cancer and diabetic patients.
 This helps us to check the awareness among the
people about the doubt of genetic testing.
 To make the marketing strategy for genetic testing.

4. INTRODUCTION
 What Is Genetic Testing ?
Genetic Testing is used to detect inherited disease causing
genes or disease-causing mutations that may have arisen
spontaneously over time.
 How Genetic Testing Is Done ?
Genetic testing is performed by first taking a blood, saliva,
Hair, Skin sample from a patient. The DNA is then isolated
from the cells in the sample.
 The results of genetic testing are typically delivered to the
patient by a genetic counselor or physician, who will then
discuss various preventative measures or treatment
options.

5. Uses Of Genetic Testing.

6. Tool Used In Genetic Testing

7. Marketing Plan
 Market Research -:
 Study Our Competition
 Target the Ideal Customers
 Create the Unique Value Proposition
 Define our marketing strategy and tactics
 Test our Concept and Marketing approach
 Roll out our campaign
 Know our product’s lifecycle

8. Market Strategy
 Once the goal is achieved now we have to design a marketing
strategy.
 Building awareness before and during a product launch
 Create press release for the product launch.
 Reach out to the press
 Update the website to announce new services
 Use Twitter.
 Garner Endorsements
 Use Advertising.
 Build Demand
 Create Email Campaigns
 Create Referral Campaigns
 Hold contest
 Attend Tradeshows

9. Pricing -
 PRINT MEDIA –
 Sample of the advertisement which is to be printed in
all the newspapers one month prior to the launch of
the services. It is being done to create the maximum
awareness as possible.

11. Methodology
PRIMARY DATA:
 The survey was conducted with the help of
questionnaires. The questionnaires were filled by the
family members of the diabetic and cancer patients.
SECONDARY DATA:
 Other information has been taken from Wikipedia.

12. Analysis -
45.20%54.80%
Have you heard of genetic testing ?
yes
no

13. 40.50%
11.90%
40.50%
Do you know what sample is used for Genetic
Testing ?
blood
saliva
tissue
internal body fluids
don't know
other

14. For what is genetic testing used?
2-4.80%
6-14.3%
8-19%
17-40.50%
7- 16.70%
2- 4.8%
2-4.8%
13-31%
0
0.00% 500.00% 1000.00% 1500.00% 2000.00%
identity
parentage
indication
confirmation
if prone
ancestar
research
don’t'know
others
Series 3
Series 1

15. 21.40%
14.30%
52.40%
11.90%
Would you be interested to undergo genetic
testing if it help you to understand if you have a
chance to get a disease?
yes
no
may be
need more info to
decide

16. 39.40%
18.20%
9.10%
12.10%
12.10%
If not yes in previous ques. Why you have doubt
about undergoing testing?
not aware
no value
not worth devoting time
not usefull
afraid of outcome
costly
hesitent

17. 19%
23.80%57.10%
If the following additional services are provided ,
will it convince you more to undergo genetic
testing?
yes
no
maybe

18. 94.70%
5%
How much are you willing to pay without the
additional services provided above?
upto -5000
5001 - 10001
10001 - 20000
above 20000

19. Conclusion -
 From the survey conducted, we can conclude that the main
reason for not taking this test is low level of awareness
among the masses. The people surveyed had no clue about
what sample is being used, what is the purpose of the test
and what is the cost for this test. Thus, in order to lure
people to undergo this test, we need to first make them
aware about this test and also we should tell them about
the pricing plan for this test. Moreover, we have to convince
them that why this test is as good as a blood test.