This document proposes a marketing plan for a mobile app that aims to increase transparency and reduce costs in India's healthcare system. It will allow patients to get second medical opinions, compare prices for procedures from registered hospitals and clinics through competitive bidding, and choose their preferred provider. The goals are to direct 10% of India's annual healthcare spending through the app within 5-8 years by creating a collaborative ecosystem between patients and providers. Key strategies include incentivizing existing players to participate, growing the patient base through targeted advertising, and gradually expanding statewide.

1. MARKETING PLAN FOR
MOBILE APP
FINAL PROJECT UNDER THE INTERNSHIP UNDER PROF. SAMEER
MATHUR, IIM LUCKNOW

2. CONTENT
 EXECUTIVE SUMMARY
 SITUATION ANALYSIS
 GOAL
 STRATEGY
 TACTICS
 IMPLEMENTATION

3. EXECUTIVE SUMMARY

4. EXECUTIVE SUMMARY

5. The Need
In the present scenario, there is very little transparency in India with respect to the kind of
medical services offered. This becomes extremely problematic when it comes to uninsured
individuals, who represent approximately 80% of the population.

6. The Need
There is indiscriminate overcharging on the part of hospitals & clinics due to the existence of an
information differential which almost always hurts the consumer financially.

8. Proposal
I intend to create an app in which after the primary diagnosis, the patient can upload all the
details about his case on the app. After that, he will have an option to seek a second opinion or
other diagnostic services such as X-rays and CT scans after going through a list of registered
doctors, clinics & diagnostic centres, which can be filtered using avg. rating, no. of years of
experience, cost of visit etc.
Other diagnostic services such as X-rays and CT scans etc. can be offered through competitive
bidding i.e. a registered centre would quote a price for a particular case after the patient would
put in a request along with his details
After perusal of the quotes, the patient can choose the centre he wishes to go to

9. Proposal
After the confirmation of diagnosis, the patient can then upload all his case details. Carefully
curated hospitals and clinics can then go through the case and suggest a treatment plan and put
up very transparent billing estimates.
Akin to a bidding process, the patient now gets the choice to choose. Hence, he becomes the
biggest beneficiary of this process.

10. SITUATION ANALYSIS

12. COMPANY OVERVIEW
Core Competencies
Excellent Customer Relationship Management practices
Adoption of latest data analytics techniques
 Implementation of SEO and ASO
Reliable and Impressive number of options and filters to choose from

13. COMPANY OVERVIEW
Strategic Assets
 Loyal customer base due to constant focus on customer-friendliness
 Freemium model for clinics/diagnostic centres
 Almost nil physical presence needed and hence, the company merely acts as a facilitator

15. MARKET OVERVIEW
The current market merely has aggregators and online pharmacies as major players. Hence, the
app would have the first mover’s advantage when it comes to comprehensive solutions.
The USP of the app, bidding, which ultimately leads to price reduction for the patient, can be
patented after developing few unique processes
The app would be marketed as a one stop destination for all health care needs, which the current
players fail to do. Aim is not to compete with present players, but to get huge swathes of people
on to the ecosystem while offering complete solutions
Potential customers include everyone, due to the arbitrary nature of human health. However,
since majority of patients requiring healthcare tend to be older, it is important to keep the app
simple to use as many of them would not be very comfortable with technology.

17. GOAL
Annual government spending on healthcare in India is approximately Rs. 36,000 crores.
Estimates peg the total spending on healthcare (including citizens’ share) at approximately Rs.
64,000 crores.
Over the course of 5-8 years, the goal is to direct at least 10% of this amount through the app.
A percentage fee of 2.5-3.5% can be levied on the deals taking place through the app.

19. STRATEGY
Collaborators
Perhaps the most critical aspect of operations in this app is to convince the existing players
(hospitals/clinics/diagnostic centres) to participate in the app. Special incentives (i.e. cross
subsidies etc.) can be given to ensure their involvement. [Uber,Ola model]
Due to increased choices and targeted marketing, patients would automatically start to flow in
due to the win-win situation created. As the number of patients on the platform grows, more
collaborators would sign up, hence leading to the creation of a healthy ecosystem.

20. STRATEGY
Features
Patients would be able to rate the hospital/doctor etc.
Premium businesses can access patients’ case files earlier and quote their prices earlier
Recommendations (paid/genuine) as a feature can be incorporated

22. IMPLEMENTATION
App’s prototype would be first created
Reputed players (Kokilaben, Breach Candy etc.) in a major city would be roped in (atleast 5
hospitals/clinics) through a period of 3-4 months
Sustained advertising campaign in the city would be launched, especially targeting the middle
classes
As the number of users increase in a city, more players can be brought in
Gradual expansion to other cities can be achieved

23. SUBMITTED BY P V S VAMSI KRISHNA, NSIT AS
PART OF THE MARKETING INTERNSHIP UNDER
PROF. SAMEER MATHUR, IIM LUCKNOW