Mustafa Degerli - 2016 - iHR - Your Health Records - Strategic Business and Marketing Plan - Report

INSTITUTE OF INFORMATICS
DEPARTMENT OF MEDICAL INFORMATICS
MI 502
INTRODUCTION TO MEDICAL INFORMATICS
Mustafa Değerli
2016

Mustafa Değerli – iHR – Report / MI 502 Page 1 of 25
Table of Contents
1. Motivations behind the iHR ......................................................................................2
2. Functions of the iHR.................................................................................................3
3. Characteristics of the iHR.........................................................................................5
4. General Information regarding the Market................................................................7
5. Customer Analysis (6W)..........................................................................................10
5.1. Who ..................................................................................................................10
5.2. What .................................................................................................................11
5.3. When ................................................................................................................11
5.4. Where ...............................................................................................................11
5.5. Why ..................................................................................................................12
5.6. Why Not............................................................................................................12
6. Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis......................13
6.1. Strengths ..........................................................................................................13
6.2. Weaknesses ......................................................................................................13
6.3. Opportunities....................................................................................................13
6.4. Threats .............................................................................................................14
7. Marketing Mix........................................................................................................15
7.1. Product.............................................................................................................15
7.2. Price .................................................................................................................15
7.3. Place.................................................................................................................15
7.4. Promotion.........................................................................................................16
8. Financial Details.....................................................................................................17
9. Monitoring and Control..........................................................................................19

1. Motivations behind the iHR
As we are more and more attentive and digital folks equipped with so many
digital technology solutions, regarding our own health records, we
resolutely want to have, store, use, and utilize our own health records on
our mobile devices (smartphones or tablets).
In Turkey, we do have a devoted government issued system, called the e-
Pulse (e-Nabız), to see and manage our own health records to a very certain
extent. Nonetheless, the e-Pulse is not yet well established and accepted
by patients and/or doctors/hospitals. In actual fact, owing to so many
privacy concerns, a remarkable amount of people perhaps will not allow
the e-Pulse to track, store and share their own medical records.
Furthermore, regarding the e-Pulse, there is an evident ongoing court on
the subject of its appropriateness pertaining to the associated Turkish
constitutional laws.
Therefore, a more manageable, extended, personal, and confidently
private means is needed for us/patients, to have, store, use, and utilize
our/their own health records. That’s why, we are launching the “ .” In
fact, with the , we are doing much more than storing electronic health
records on our mobiles. We are launching a product / service for a
legitimately inclusive health management.
will be a software-intensive service solution whose functions and
characteristics are elaborated and explained in the following sections. This
report can be treated as a strategic business and marketing plan which
gives details for the iHR on the subjects of the market, customer
environment analysis, SWOT analysis, marketing mix, financial details, and
monitoring & control.

2. Functions of the iHR
The iHR will be a software-intensive service solution that allows
 Patients
o to get and store their own electronic health records sent /
pushed by doctors / hospitals visited,
o to browse and see their own electronic health records sent /
pushed by doctors / hospitals previously visited,
o to transfer or share selected electronic health records to
doctors / hospitals or with others,
o to see and visually analyze medical history (visits,
examinations, and treatments),
o to track future appointments (both ones set individually or ones
sent / pushed by doctors / hospitals),
o to see and track doctor’s recipes sent / pushed by doctors /
hospitals,
o to get in-advance reminders regarding appointments, recipes,
and etc.,
o to report / send messages to doctors / hospitals previously
visited, and
o to record and store critical data and information to be shared
in emergency cases with doctors / hospitals.

 Doctors / hospitals
o to send / push electronic health records to patients,
o to send / push electronic health records to other doctors or
hospitals as long as approved by patients,
o to see whether sent / pushed electronic health records are
successfully delivered to patients or not,
o to get, browse and see transferred or shared electronic health
records by patients or by other doctors / patients,
o to schedule and send / push future appointments to previously
examined / treated patients,
o to see and/or reply reports or messages sent by patients,
o to access and see critical data and information related with the
patients in emergency cases.

3. Characteristics of the iHR
The iHR’s certain characteristics are listed below as bulleted items:
 will have two different versions, one for patients [iHR for
Patients] and the other for doctors / hospitals [iHR for Doctors /
Hospitals].

 [iHR for Patients] will work as an application both on smart
phones or tablets running the iOS 7 or later or Android 5 or later.
 [iHR for Doctors / Hospitals] will work on computers running
Microsoft Windows 7 or later located in hospitals.
 [iHR for Doctors / Hospitals] will be integrated to the output
interfaces of most of the main medical devices to easily push / send
outputs (electronic medical records) by doctors / hospitals.
 [iHR for Doctors / Hospitals] will be free of download from
the Internet for doctors / hospitals registered to iHR’s web site.
 [iHR for Doctors / Hospitals] will provide all required user
and maintenance manuals for free to registered doctors / hospitals.
 [iHR for Patients] will cost USD 7.99 or TRY 24.99 for
patients to download the application and register. This is charged
annually.

 [iHR for Patients] will store all received data on the
smartphone or tablet as encrypted.
 All data transfer related with the will be done via Bluetooth or
Internet with encryption.

4. General Information regarding the Market
It can be noted that the market is quite huge in Turkey. As the iHR, we will
act in a legitimately promising but fairly risky market. We, as the iHR,
elicited certain characteristics of the market to reasonably determine our
target market. In that sense, following main landscapes are intentionally
noted:
 Number of mobile phone subscriptions in Turkey: 72,174,826 [June,
2015] (Turkish Statistical Institute)
 Number of Internet subscriptions in Turkey: 44,395,360 [June, 2015]
(Turkish Statistical Institute)
 Computer usage in households and individuals in Turkey: 54.8%
[2015] (Turkish Statistical Institute)
 Internet usage in households and individuals in Turkey: 55.9% [2015]
 Households with access to the Internet in Turkey: 69.5% [2015]
 Number of physicians in Turkey: 135,616 [2014] (Turkish Statistical
Institute)
 Number of persons per physician in Turkey: 573 [2014] (Turkish
Statistical Institute)
 Number of patient hospital visits per physician in Turkey: 4648
[2014] (Turkish Statistical Institute)

 Total number of visits to physicians in all healthcare facilities in
Turkey: 643,992,030 [2014] (MoH, Republic of Turkey)
 Total number of visits to physicians in hospitals in Turkey:
396,577,644 [2014] (MoH, Republic of Turkey)
 Number of hospitals in Turkey: 1528 [2014] (MoH, Republic of
Turkey)
 Number of public hospitals in Turkey: 866 [2014] (MoH, Republic of
Turkey)
 Number of private hospitals in Turkey: 556 [2014] (MoH, Republic of
Turkey)
 Number of university hospitals in Turkey: 69 [2014] (MoH, Republic
of Turkey)
 Number of other hospitals in Turkey: 37 [2014] (MoH, Republic of
Turkey)
 Number of MRI devices in Turkey: 757 [2014] (MoH, Republic of
Turkey)
 Number of CT devices in Turkey: 1071 [2014] (MoH, Republic of
Turkey)
 Number of ultrasound devices in Turkey: 5286 [2014] (MoH, Republic
of Turkey)
 Number of Doppler ultrasonography devices in Turkey: 3151 [2014]
(MoH, Republic of Turkey)

 Number of ECHO devices in Turkey: 1793 [2014] (MoH, Republic of
Turkey)
 Number of mammography devices in Turkey: 903 [2014] (MoH,
Republic of Turkey)
 Number of MRI devices in private hospitals in Turkey: 403 [2014]
 Number of CT devices in private hospitals in Turkey: 484 [2014]
 Number of ultrasound devices in private hospitals in Turkey: 1865
[2014] (MoH, Republic of Turkey)
 Number of Doppler ultrasonography devices in private hospitals in
Turkey: 666 [2014] (MoH, Republic of Turkey)
 Number of ECHO devices in private hospitals in Turkey: 666 [2014]
 Number of mammography devices in private hospitals in Turkey: 517
[2014] (MoH, Republic of Turkey)
 Current health expenditure in Turkey: USD 72,456 M [2013] (MoH,
Republic of Turkey)
 Health investment expenditure in Turkey: USD 4262 M [2013] (MoH,
Republic of Turkey)
References for the above elicited data:
http://www.tuik.gov.tr/UstMenu.do?metod=temelist
http://www.saglik.gov.tr/TR/belge/1-2952/istatistik-yilliklari.html

5. Customer Analysis (6W)
In the context of customer analysis, we, as the iHR, answer 6W questions
(Who, What, When, Where, Why, and Why not?) to refine our marketing and
strategic business plan approaches.
These analysis results are also invaluable for the iHR as these shape market
segmentation and target market.
5.1. Who
People with mobile devices (smartphones or tablets) with internet,
who want to manage their heath and health records.
We decided that for the first 4 (four) years, as the iHR, we will work
with private hospitals.
Considering technology use and other characteristics, we determined
that our target people’s age range will be 18-55.
Accordingly, our target profile’s main characteristics are:
People
 with mobile devices (smartphones or tablets) with internet,
 age between 18-55,
 want to manage their heath and health records, and
 visits private hospitals.
Additionally, our indirect customers are private hospitals. At the
start, we will collaborate with top 13 private hospitals / hospital
groups with respect to their budgets to promote the iHR.

Thus, the answer for who question in our customer analysis is both
patients and hospitals, whose characteristics are elaborated above.
5.2. What
The iHR’s functions and characteristics are respectively elaborated
and explained in “2. Functions of the iHR” and “3. Characteristics of
the iHR” sections of this report.
The iHR’s functions and characteristics are answers for the question
of what in the context of customer analysis.
5.3. When
This strategic business and marketing plan is prepared to cover
business and marketing approaches for the period for four years,
from January 2016 to January 2020. People (patients) will need or
expect our product, the iHR, to use whenever they want to manage
their heath and health records. Hospitals will need or expect our
product, the iHR, to use on need bases. Hence, there is no specific
date or time interval for people/hospitals to use our product.
5.4. Where
We will use following six means for marketing the iHR:
 Our product’s web site, the iHR web site,
 Google Play (Android Market) and iTunes (App Store),
 Web sites of private hospitals those we collaborate with,
 Billboards and desks at private hospitals those we, as the iHR,
collaborate with,

 SMSs (Short-Message Services) to patients, whose
communication details are shared to us by the private
hospitals, and
 National medical informatics or health congress / events in
which private hospitals take part in.
5.5. Why
 The iHR will let patients manage their health and health records
on their own with a firm confidence as they are controlling what
is happening regarding their records.
 The iHR will let private hospitals provide a special service to
their customers. Private hospitals may use this as how they
differ from their competitors and make their
customers/patients more privileged.
 Additional details are covered in “2. Functions of the iHR” and
“3. Characteristics of the iHR” sections of this report.
5.6. Why Not
 People may find the iHR quite expensive.
 Private hospitals may prefer to design and lunch their own
dedicated apps for this context.
 Some people may feel it risky to store their private details
(records) on their own devices, in cases of steal or lose.

6. Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis
We, as the iHR, determined our strengths, weaknesses, opportunities, and
threats to more maturely define and refine our marketing and strategic
business approaches.
6.1. Strengths
 The iHR is unique and only one in its kind regarding its
functionalities and characteristics in Turkey.
 The iHR’s affordable cost for most of the patients visiting the
private hospitals.
 The iHR’s collaborations with the major private hospitals.
6.2. Weaknesses
 When compared to the government sponsored e-Pulse, the iHR
is limited to serve at private hospitals only.
 The iHR uses local disc capacities of the devices and the files
may cover fairly large amounts on the disks.
 As a start-up company, the iHR has to convince some major
private hospitals to get their support.
6.3. Opportunities
 People’s interests to have and manage their own health and
health records.
 The Scientific & Technological Research Council of Turkey
(TÜBİAK)’s funds which are available for such projects.

6.4. Threats
 The iHR or its relatives may be banned by the government or
related authorized bodies, claiming that they are not suitable
for newly announced regulations or circular letters.
 Hospital groups may develop their own apps which may
override the iHR.
 The e-Pulse may win all related court cases and finally it may
dominate with the government’s power.

7. Marketing Mix
In the following sub-sections, the iHR’s marketing mix is described.
7.1. Product
Our product is the “iHR.”
The iHR’s functions and characteristics are respectively elaborated
and explained in “2. Functions of the iHR” and “3. Characteristics of
the iHR” sections of this report.
7.2. Price
The iHR’s price is determined as follows:
 [iHR for Patients] will cost USD 7.99 or TRY 24.99 for
patients to download the application and register. This is
charged annually.
 [iHR for Doctors / Hospitals] will be free of download
from the Internet for doctors / hospitals registered to iHR’s web
site.
7.3. Place
The iHR will be provided via following means:
 The iHR web site,
 iTunes (App Store), and
 Google Play (Android Market).

7.4. Promotion
For the promotion of the iHR, we will use following means:
 The iHR web site,
 Web sites of private hospitals those the iHR collaborate with,
 Billboards and desks at collaborated private hospitals,
 SMSs (Short-Message Services) to patients, and
 National medical informatics or health congresses / events.

8. Financial Details
Financial details for the iHR for the period of 2016-2019 are given in Table
8.1, 8.2, 8.3, and 8.4.
Table 8.1 - Financial Details for 2016
Total Costs USD 160,000
Salaries USD 60,000
Tools USD 50,000
Travels & Meetings USD 10,000
Promotion USD 40,000
Total Income USD 159,800
Sales Revenues USD 159,800
Funds USD 0
Net USD 200 (-)
Cumulative Net USD 200 (-)
Salaries USD 70,000
Tools USD 20,000
Travels & Meetings USD 5000
Funds USD 50,000
Net USD 113,770 (+)
Cumulative Net USD 113,570 (+)

Salaries USD 80,000
Tools USD 10,000
Funds USD 50,000
Net USD 151,335 (+)
Salaries USD 90,000
Tools USD 10,000
Funds USD 50,000
Net USD 173,035 (+)
As a result, at the end of 4-year (2016-2019) period, with the iHR we plan
to make USD 437,940 profit. Regarding this, USD 150,000 comes from the
funds and USD 287,940 comes the iHR’s profits.

9. Monitoring and Control
For the purpose of monitoring and control, we, as the iHR, determined and
defined four main performance indicators.
These are:
 Number of customers (patients),
 Sales revenue,
 Number of collaborated hospitals, and
 Customer (patients) satisfaction ratio.
We will periodically evaluate and interpret these performance indicators by
taking into account the target and threshold values determined for each
performance indicator.
If there are any major deviances, we will plan and implement corrective
and/or preventive actions to manage deviations and to recover the
performance regarding the targets.
We have defined each of these four performance indicators in a well-
defined framework. Related framework is given in Table 9.1. Table 9.1
gives full details for defining a performance indicator that we, as the iHR,
developed in this report.
Furthermore, each of four performance indicators are fully defined and
provided in Table 9.2, 9.3, 9.4, and 9.5.
Additionally, Table 9.6 gives the summary of performance indicators and
their target values determined and defined by the iHR for each year in the
period from 2016 to 2019.

Table 9.1 - Explanations for the Fields in the Performance Indicators
Definition Tables
ID of the Performance
Indicator
IDs starting with the expression of “iHR-PI-”
and continue with the sequential numbers
from 01 to 07.
Name of the
Performance Indicator
Name of the performance indicator.
Rationale and
Explanation of the
Defines the rationale of the related
performance indicator and gives additional
explanations as needed.
Target Value for the
Defines the target value for the performance
indicator for the defined date/interval.
Collection and
Evaluation Period for
the Performance
Indicator
Defines the periods for the data collection and
evaluation regarding the performance
indicator.
Threshold Value for
the Performance
Indicator
Defines the threshold value for initiating a
corrective or preventive action regarding the
That is, this defines under which conditions a
corrective and/or preventive action is to be
initiated.
Evaluation Approach
and Interpretation for
the Performance
Indicator
Defines how to evaluate and interpret the

Table 9.2 - Number of Customers (Patients)
Indicator
iHR-PI-01
Name of the
Number of Customers (Patients)
Rationale and
Explanation of the
To know, monitor, and control total number
of customers (patients) using the iHR.
20,000 people at the end of 2016, and at least
15% increase for each year in the numbers in
the following three years (2017, 2018, 2019).
Collection and
the Performance
Indicator
At the start of each new year.
1st collection and evaluation in January 2017
2nd collection and evaluation in January 2018
3rd collection and evaluation in January 2019
4th collection and evaluation in January 2020
Threshold Value for
the Performance
Indicator
If total number of customers stays below
19,000 value at the end of 2016
and/or
Percent increase in the numbers fall behind
13 for each year when compared to the
previous year.
Evaluation Approach
the Performance
Indicator
Desired and good: Provided that total number
of customers stays above 20,000 value at the
end of 2016 and percent increase in the
numbers equals to or exceeds 15 for each
year when compared to the previous year.
Undesirable and bad: In other cases.

Table 9.3 - Sales Revenue
Indicator
iHR-PI-02
Name of the
Sales Revenue
Rationale and
Explanation of the
To know, monitor, and control total sales
revenue.
USD 159,500 at the end of 2016, and at least
15% increase for each year in the numbers in
the following three years (2017, 2018, 2019).
Collection and
the Performance
Indicator
Threshold Value for
the Performance
Indicator
If total sales revenue stays below USD
159,000 at the end of 2016
and/or
previous year.
Evaluation Approach
the Performance
Indicator
Desired and good: Provided that total sales
revenue stays above USD 159,500 at the end
of 2016 and percent increase in the numbers
equals to or exceeds 15 for each year when
compared to the previous year.

Table 9.4 - Number of Collaborated Hospitals
Indicator
iHR-PI-03
Name of the
Number of Collaborated Hospitals
Rationale and
Explanation of the
To know, monitor, and control total number
of collaborated hospitals.
15 at the end of 2016, and at least 20%
increase for each year in the numbers in the
following three years (2017, 2018, 2019).
Collection and
the Performance
Indicator
Threshold Value for
the Performance
Indicator
If total number of collaborated hospitals stays
below 15 at the end of 2016
and/or
previous year.
Evaluation Approach
the Performance
Indicator
Desired and good: Provided that total number
of collaborated hospitals stays above 15 at
the end of 2016 and percent increase in the
numbers equals to or exceeds 15 for each
year when compared to the previous year.

Table 9.5 - Customer (Patients) Satisfaction Ratio
Indicator
iHR-PI-04
Name of the
Customer (Patients) Satisfaction Ratio
Rationale and
Explanation of the
To know, monitor, and control customer
(patients) satisfaction ratio (%).
80% at the end of 2016, and at least 5%
increase for each year in the numbers in the
following three years (2017, 2018, 2019).
Collection and
the Performance
Indicator
Threshold Value for
the Performance
Indicator
If customer (patients) satisfaction ratio (%)
stays below 75% at the end of 2016
and/or
3% for each year when compared to the
previous year.
Evaluation Approach
the Performance
Indicator
Desired and good: Provided that customer
(patients) satisfaction ratio (%) stays above
80% at the end of 2016 and percent increase
in the numbers equals to or exceeds 5% for
each year when compared to the previous
year.

Table 9.6 - Summary of Performance Indicators and Their Target Values
for Each Year in the Period from 2016 to 2019
2016’s
Target
2017’s
Target
2018’s
Target
2019’s
Target
Number of
Customers
(Patients)
(#)
20,000 23,000 26,450 30,417
Sales
Revenue
(USD)
USD
159,500
USD
183,425
USD
210,939
USD
242,580
Number of
Collaborated
Hospitals
(#)
15 17 20 23
Customer
(Patients)
Satisfaction
Ratio (%)
%80 %84 %88.2 %92.61

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Mustafa Degerli - 2016 - iHR - Your Health Records - Strategic Business and Marketing Plan - Report