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Ritu Yellaram
Shruti Patil
Rucha Khot
Monish Shah
Alok Badamikar
Melissa Pinto

Marketing Management
‘Entry & Launch Of A New Medical Care Hospital In India’.
(An Audio Visual Advertisement was shown here)

Idea
generation
...
Marketing Management
Medical Care

Specialisations

Dental Clinics

Multi Speciality
Hospitals

Hospitals With
Complete
Infrastructure

Special...
Mr. Gokhale stays with his wife in Pune and his only daughter stays in
Mumbai
He consulted a local doctor when he had mino...
An old couple staying alone in their house

Lady was working in her room and she slipped
She tried calling out her husband...
Marketing Management
• Observations From The Case Studies
• Products/Services already existing in the market.
• Study of existing players in di...
Marketing Management
•
•

•
•
•

•
•
•

Care taker/Mentor
Health, fitness data documentation
Closed loop monitoring system
Emergency assistance...
Marketing Management
MARKET RESEARCH
ANALYSIS

SWOT ANALYSIS

POSITIONING

TARGETING

DISTRIBUTION
CHANNELS

GAP MODEL

MARKETING MIX

SEGMENTA...
•
•
•

•
•

Survey
Questionnaires
Interviews
(Respondents – 50;
different age and
income groups)
Data Collection and
Analy...
SWOT Analysis
STRENGTHS

WEAKNESS

1.Novel idea
2.Price
3.Strategic positioning
4.Distribution Network
5.Customer base for...
Marketing Management
SERVICES

PACKAGE FOR
AGE 50 YEARS
AND ABOVE

PACKAGE FOR
AGE 25 – 49
YEARS

PACKAGE FOR
CHILDREN

HEALTH CHECKUP





...
Products and Services
SERVICES

PACKAGE
FOR AGE 50
YEARS AND
ABOVE

PACKAGE
FOR AGE 25 –
49 YEARS

PACKAGE
FOR
CHILDREN

C...
•
•
•
•
•
•
•

CARDIOLOGY
NEUROLOGY
ORTHOPAEDIC
HAEMATOLOGY
DENTAL
GASTROENTROLOGY
GYNAECOLOGY

•
•
•
•
•
•
•
•

RADIOLOGY...
•

•
•

DIABETES
PATHOLOGY
OPTOMETRY

•

•
•

AYURVEDA
HOMEOPATHY
PHYSIOTHERAPY

Marketing Management
•
•

•
•
•
•
•

CONSELLING
AYURVEDIC TREATMENTS
PANCHKARMA
AROMA THERAPY
VIPASSANA
HAIRFALL TREATMENTS
SKIN CLINICS

•

•
...
Packages

Price

Senior Citizens (Age 50 yrs and
above)

₹ 40,000

Working Class (Age 25 to 49 yrs)

₹ 42,000

Children

₹...
•

Division Of Cities In Zones

Marketing Management
•

Word Of Mouth

•

Television Commercial

•

Brochure
http://shrutipatil1312.wix.com/medicalcare-unit

•

Website

Marke...
Designation

No. of Employees

Speed Dial Assistant

9

Sales Executives

5

Coordinators

12

Personal Database Managers
...
We Care
Unit 1

Health Care
Agency

Technical
Infrastructure

Employees

Pharmacy
shop

Shop Area

Pharmacist
and helper

...
Marketing Management
•

Geographic

•

Urban areas/ Metro cities/Upmarket areas

•

Demographic

•

Senior Citizens (Age 50 yrs and above)
Work...
•

Target Audience:
Primary – Senior Citizens
Secondary – Working class and children

•

Senior Citizens
Requirement of ca...
•

•

Holistic, all round health, fitness, wellness solution provider
POD’s
Caretaker/Mentor whenever needed
Detailed reco...
INSURANCE
COMPANY

BANKS
(LOANS
FOR
MEDICAL
PURPOSES)

WE
CARE
HOSPITALS
DOCTORS
AND
SPECIALIST

Marketing Management
Marketing Management
•

GAP 1: extensive market research and analysis.

•

GAP 2: selecting standardized service

•

GAP 3: recruit and train e...
We Care

Service
Agency

Pharmacy
Shop

Marketing Management
Medical Services Agency. Costs Related To Manpower Per Month (Fixed Costs)
Sr.
No

Designation

No. Of
Employees

Dept

Sa...
Other Costs (Fixed Costs)
Sr.No.
1
2
3

Item
Office & Furniture
Technical Infra
Miscellaneuos Costs (Padding)
Total

Cost
...
Medical Services Agency. Costs Related To Manpower Per Month (Fixed Costs)
Sr.
Total
No
Designation
No. Of Employees
Dept
...
Total Investments for Setting up both the
entities in one zone identified by the
company.

₹49,11,000.00

Marketing Manage...
Rupees

24 hrs Mentorship
24 hrs Mentorship

₹5,000.00
₹4,461.60

10%

₹4,500.00

₹4,056.00

₹4,000.00
₹3,500.00

₹3,120.0...
Health Check up
Health Check Up

3000
2530

2500

Rupees

2000

2300
2000

2000

1500
1000
15%
500

10%

300

230

0
Cost ...
For Additional And Special Medical Services

Marketing Management


Total Profits per year

Costing & Pricing Strategy.xlsx

PACKAGE

COST TO
THE
COMPANY

SELLING
PRICE

PROFIT

SENIOR
CI...
•

INVESTMENT : approximately ₹ 50,00,000 per zone

•

APPROACH : Banks loans , Investors and venture

capitalists.

Marke...
•

Sales Forecast –
Agency:30 packages in the 1st month.
Medical Shop: Revenue of ₹ 6,00,000/ per month
Revenue Statement
...
•

Estimated Profits

Marketing Management
Marketing Management
Marketing Management
Marketing Management
Emergency Service Model

Marketing Management
Appointment booking service model

Patient dials at
emergency toll free
number

Inform the patient about
the appointment o...
Pharmacy Retail Outlet Process

Marketing Management
Marketing Management
Marketing Management
Marketing Management
A video consisting of an interview of the target
customers stating their opinion about the concept
was shown here.

Market...
Thank You !

Marketing Management
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  1. 1. Ritu Yellaram Shruti Patil Rucha Khot Monish Shah Alok Badamikar Melissa Pinto Marketing Management
  2. 2. ‘Entry & Launch Of A New Medical Care Hospital In India’. (An Audio Visual Advertisement was shown here) Idea generation Idea Screening Concept Developmen t and testing Marketing strategy development Business Analysis Operational Plan Market testing Marketing Management
  3. 3. Marketing Management
  4. 4. Medical Care Specialisations Dental Clinics Multi Speciality Hospitals Hospitals With Complete Infrastructure Speciality Clinics Ayurveda Eye Care Clinics Medical Tourism Skin Care Clinics Homoepathy Fertility Clinics Cosmetology Panchakarma Cardiology Clinics Aroma Therapy Marketing Management
  5. 5. Mr. Gokhale stays with his wife in Pune and his only daughter stays in Mumbai He consulted a local doctor when he had minor fever Local doctors gave some medicines thinking that it’s a minor fever After a health checkup in hospital it was detected that he has CANCER Now , he is undergoing a treatment for cancer For every visit to hospital his wife has to arrange a cab and Mr. Gokhale has to wait for about 1 hr for his turn to see the doctor. The actual treatment takes only 10 mins of time. Marketing Management
  6. 6. An old couple staying alone in their house Lady was working in her room and she slipped She tried calling out her husband who was in another room and she couldn’t reach out to him as he had a hearing problem. After sometime he went to the room where his wife slipped and he tried contacting his son for help but he couldn’t reach him too. Since he saw her wife under pain he took her to hospital with difficulties The old man was nervous and did not have another option but going to hospital alone. If he was able to reach his son through phone he wouldn’t have faced such difficulties. Marketing Management
  7. 7. Marketing Management
  8. 8. • Observations From The Case Studies • Products/Services already existing in the market. • Study of existing players in different segments. (Dr. Batra – Cosmetology, Ziecon – Dental Clinics, Life spring – Fertility Clinics) • Scope Analysis and scrutiny • Unaddressed needs identification • Idea creation Marketing Management
  9. 9. Marketing Management
  10. 10. • • • • • • • • Care taker/Mentor Health, fitness data documentation Closed loop monitoring system Emergency assistance To eliminate wastage of time and energy during visits of the hospitals. Central Database Smart Card Extended plan – Medical Tourism Hassle-free, Stress-free, Reachable Medical Service Marketing Management
  11. 11. Marketing Management
  12. 12. MARKET RESEARCH ANALYSIS SWOT ANALYSIS POSITIONING TARGETING DISTRIBUTION CHANNELS GAP MODEL MARKETING MIX SEGMENTATION Marketing Management
  13. 13. • • • • • Survey Questionnaires Interviews (Respondents – 50; different age and income groups) Data Collection and Analysis Conclusion Marketing Management
  14. 14. SWOT Analysis STRENGTHS WEAKNESS 1.Novel idea 2.Price 3.Strategic positioning 4.Distribution Network 5.Customer base for pharmacy shop 6.Fast, hassle free, speed dial services 1.New business area 2.High level of outsourcing 3.Lack of brand awareness 4.Staffing SWOT ANALYSIS OPPORTUNITIES 1. Increasing demand for Quality services 2. Lot of scope for both forward and backward integration 3.Creation of a Niche market segment THREATS 1. Threat from hospital unions 2. Operation failures- have to be ready for risk 3. Death- have to be ready for police verification 4. Quality check of doctors‟ certificates, their license renewals, prescription rights etc under the norms setup by the Indian Medical Council. 14
  15. 15. Marketing Management
  16. 16. SERVICES PACKAGE FOR AGE 50 YEARS AND ABOVE PACKAGE FOR AGE 25 – 49 YEARS PACKAGE FOR CHILDREN HEALTH CHECKUP      365 DAYS OPD APPOINTMENT BOOKING   DIETARY CONSULTATION             24 HOURS EMERGENCY ASSISTANCE FITNESS CONSULTATION HEALTH AND FITNESS DATABASE MANAGEMENT PACK DOORSTEP MEDICAL ASSISTANCE SERVICE Marketing Management
  17. 17. Products and Services SERVICES PACKAGE FOR AGE 50 YEARS AND ABOVE PACKAGE FOR AGE 25 – 49 YEARS PACKAGE FOR CHILDREN CLOSED LOOP HEALTH MONITORING PACKAGE    DELIVERY OF MEDICINES AT DOORSTEP    ACCESS TO CENTRAL DATABASE    SMART CARD     FAMILY MEMBER CHECKUP FOR SPOUSE IQ ASSESMENT AND DEVELOPMENT PACK  PERSONALITY DEVELOPMENT PACK  PRICE (RS) 40,000/- 42,000/- 25,000/1
  18. 18. • • • • • • • CARDIOLOGY NEUROLOGY ORTHOPAEDIC HAEMATOLOGY DENTAL GASTROENTROLOGY GYNAECOLOGY • • • • • • • • RADIOLOGY NEPHROLOGY OPTHAMOLOGY COSMETOLOGY PSYCHIATRY FERTILITY UROLOGY PAEDIATRICIANS Marketing Management
  19. 19. • • • DIABETES PATHOLOGY OPTOMETRY • • • AYURVEDA HOMEOPATHY PHYSIOTHERAPY Marketing Management
  20. 20. • • • • • • • CONSELLING AYURVEDIC TREATMENTS PANCHKARMA AROMA THERAPY VIPASSANA HAIRFALL TREATMENTS SKIN CLINICS • • • • • • 24 HOURS NURSING FACILITY HEALTH CAMPS BLOOD DONATION/BLOOD BANKS ORGAN DONATION MEDICAL TOURISM SPA Marketing Management
  21. 21. Packages Price Senior Citizens (Age 50 yrs and above) ₹ 40,000 Working Class (Age 25 to 49 yrs) ₹ 42,000 Children ₹ 25,000 Additional Services As per the service opted Pharmacy (Medicines) As per the MRP. Marketing Management
  22. 22. • Division Of Cities In Zones Marketing Management
  23. 23. • Word Of Mouth • Television Commercial • Brochure http://shrutipatil1312.wix.com/medicalcare-unit • Website Marketing Management
  24. 24. Designation No. of Employees Speed Dial Assistant 9 Sales Executives 5 Coordinators 12 Personal Database Managers 5 Pharmacist 1 Helper & Delivery boys 2 Marketing Management
  25. 25. We Care Unit 1 Health Care Agency Technical Infrastructure Employees Pharmacy shop Shop Area Pharmacist and helper Marketing Management
  26. 26. Marketing Management
  27. 27. • Geographic • Urban areas/ Metro cities/Upmarket areas • Demographic • Senior Citizens (Age 50 yrs and above) Working Class (Age 25 to 49 yrs) • • Socio-economic status • Higher middle class and Higher class • Philosophy adopted: Mass Customization Different packages for different types of customers but ultimately a mass product Marketing Management
  28. 28. • Target Audience: Primary – Senior Citizens Secondary – Working class and children • Senior Citizens Requirement of caretaker/mentor for all health fitness, wellness related issues • Working Class and Children Busy schedule Stressful life Career Development Marketing Management
  29. 29. • • Holistic, all round health, fitness, wellness solution provider POD’s Caretaker/Mentor whenever needed Detailed records, smart card and speed dial High Quality Hospitals and Specialists POP’s Technical advancements Legal developments Insurance, Health check-up, Medical camps Marketing Management
  30. 30. INSURANCE COMPANY BANKS (LOANS FOR MEDICAL PURPOSES) WE CARE HOSPITALS DOCTORS AND SPECIALIST Marketing Management
  31. 31. Marketing Management
  32. 32. • GAP 1: extensive market research and analysis. • GAP 2: selecting standardized service • GAP 3: recruit and train effective workforce • GAP 4: realistic promises being made by the employee • GAP 5: clear communication, effective positioning and promotion Marketing Management
  33. 33. We Care Service Agency Pharmacy Shop Marketing Management
  34. 34. Medical Services Agency. Costs Related To Manpower Per Month (Fixed Costs) Sr. No Designation No. Of Employees Dept Salary Total Amount 1 Speed Dial Attendants 9 Admin ₹ 9,000.00 ₹ 81,000.00 2 Sales Executives (Salary+Incentives) 5 Sales & ₹ Marketing 12,000.00 3 Co Ordinators (Incentives) Personal Database Managers 12 External Incentives 0 5 Admin ₹ 15,000.00 4 Total ₹ 60,000.00 ₹ 75,000.00 ₹ 2,16,000.00 Marketing Management
  35. 35. Other Costs (Fixed Costs) Sr.No. 1 2 3 Item Office & Furniture Technical Infra Miscellaneuos Costs (Padding) Total Cost ₹ 15,00,000.00 ₹ 3,50,000.00 ₹ 1,00,000.00 ₹ 19,50,000.00 Other Costs (Variable Costs) Sr.No. 1 2 Item Cost For starting the business ₹ 500000 Fixed Costs every month ₹ 6500 ₹ 26,72,500.00 Total Marketing and Promotion ₹ 7,22,500.00 Power, Phone Bills Total ₹ 5,06,500.00 Manpower Costs (Variable Costs) Sr.No. Item Cost 1 Sales Incentives 1.5% of the Package Sold 2 Travelling Allowance As per location requirements Total As per sales Marketing Management
  36. 36. Medical Services Agency. Costs Related To Manpower Per Month (Fixed Costs) Sr. Total No Designation No. Of Employees Dept Salary Amount 1 Pharmacist/Cashier 1 Sales ₹ 20000 ₹ 20000 2 Helper/Delivery Boys 3 Sales Total ₹4000 ₹ 12000 ₹ 32,000.00 Other Costs (Variable Costs) Sr.No. Item Cost Other Costs (Fixed Costs) ₹ 22,38,500.00 For₹ 5,00,000.00 starting the business 1 Stock Purchase Sr.No.Total Item Cost ₹ 33,500.00 Fixed Costs every month 2 Power, Phone Bills ₹ ₹ 15,00,000.00 1,500.00 1 Office & Furniture ₹ 5,01,500.00 2 Technical Total Infra ₹ 45,000.00 3 4 Sr.No. 5 1 Miscellaneuos Costs (Padding) ₹ 50,000.00 Manpower Costs (Variable Costs) Software ₹ 1,00,000.00 ItemLicense Fee/Registeration Cost ₹ 10,000.00 Travelling Allowance As per location requirements Total ₹ 17,05,000.00 Total As per requirements Marketing Management
  37. 37. Total Investments for Setting up both the entities in one zone identified by the company. ₹49,11,000.00 Marketing Management
  38. 38. Rupees 24 hrs Mentorship 24 hrs Mentorship ₹5,000.00 ₹4,461.60 10% ₹4,500.00 ₹4,056.00 ₹4,000.00 ₹3,500.00 ₹3,120.00 ₹3,000.00 ₹2,500.00 ₹2,000.00 ₹1,500.00 30% ₹936.00 ₹1,000.00 ₹500.00 ₹371.80 ₹338.00 ₹260.00 ₹ Cost to the Company per month Cost to the Company 12 months Margin Total Price to Customer Total Price to Customer 12 months Cost in Open Market Cost in Open Market 12 Months Marketing Management
  39. 39. Health Check up Health Check Up 3000 2530 2500 Rupees 2000 2300 2000 2000 1500 1000 15% 500 10% 300 230 0 Cost to the Company 1 Session Cost To the Company 12 Months Margin Total Price To Customer 12 Months Cost In Open Market Customer Advantage Marketing Management
  40. 40. For Additional And Special Medical Services Marketing Management
  41. 41.  Total Profits per year Costing & Pricing Strategy.xlsx PACKAGE COST TO THE COMPANY SELLING PRICE PROFIT SENIOR CITIZENS ₹ 25,000 ₹ 40,000 ₹ 15,000 WORKING CLASS ₹ 27,000 ₹ 42,000 ₹ 15,000 CHILDREN ₹ 15,000 ₹ 25,000 ₹ 10,000 Marketing Management
  42. 42. • INVESTMENT : approximately ₹ 50,00,000 per zone • APPROACH : Banks loans , Investors and venture capitalists. Marketing Management
  43. 43. • Sales Forecast – Agency:30 packages in the 1st month. Medical Shop: Revenue of ₹ 6,00,000/ per month Revenue Statement Month Package Sold of each category Total Packages Sold 1 10 30 ₹ 2 12 36 3 14 4 Revenue out of pharmacy shop per month Total Revenue 10,70,000.00 ₹ 6,00,000.00 ₹ 16,70,000.00 ₹ 12,84,000.00 ₹ 6,00,000.00 ₹ 18,84,000.00 42 ₹ 14,98,000.00 ₹ 6,00,000.00 ₹ 20,98,000.00 16 48 ₹ 17,12,000.00 ₹ 6,00,000.00 ₹ 23,12,000.00 5 18 54 ₹ 19,26,000.00 ₹ 6,00,000.00 ₹ 25,26,000.00 6 21 63 ₹ 22,47,000.00 ₹ 6,00,000.00 ₹ 28,47,000.00 7 24 72 ₹ 25,68,000.00 ₹ 6,00,000.00 ₹ 31,68,000.00 8 27 81 ₹ 28,89,000.00 ₹ 6,00,000.00 ₹ 34,89,000.00 9 31 93 ₹ 33,17,000.00 ₹ 6,00,000.00 ₹ 39,17,000.00 10 36 108 ₹ 38,52,000.00 ₹ 6,00,000.00 ₹ 44,52,000.00 11 41 123 ₹ 43,87,000.00 ₹ 6,00,000.00 ₹ 49,87,000.00 12 47 141 ₹ 50,29,000.00 ₹ 6,00,000.00 ₹ 56,29,000.00 Revenue out of packages per month Marketing Management
  44. 44. • Estimated Profits Marketing Management
  45. 45. Marketing Management
  46. 46. Marketing Management
  47. 47. Marketing Management
  48. 48. Emergency Service Model Marketing Management
  49. 49. Appointment booking service model Patient dials at emergency toll free number Inform the patient about the appointment of respective doctors and take a Regular update on health check With the help of customer id ,we get the service subscribers details Contact the consultants/Doctors nearby as soon as possible and book appointment of required date. Data input of the patient or customer will be recorded on call Record the problem of the patient Try to get the appointment of the earliest date for patient’s convenience Marketing Management
  50. 50. Pharmacy Retail Outlet Process Marketing Management
  51. 51. Marketing Management
  52. 52. Marketing Management
  53. 53. Marketing Management
  54. 54. A video consisting of an interview of the target customers stating their opinion about the concept was shown here. Marketing Management
  55. 55. Thank You ! Marketing Management

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