The document provides a marketing plan for a mobile healthcare application called "The Indian Doctor" that aims to target doctors in rural primary health centers and small independent practices in India. The 3-sentence summary is: The marketing plan proposes developing a low-cost electronic medical records mobile application to target the 86% of visits in India that come from rural areas, where primary health centers are the main point of contact for healthcare, by improving data collection and access to services from the beginning of a patient's treatment. The application aims to disrupt the EMR market with its low pricing and unique focus on the needs of doctors in rural settings, in order to help transform India's healthcare system from the ground up. Key strategies include competitive pricing

1. The Indian Doctor
Marketing Plan of a healthcare mobile application

2. Why EMR’s?

3. Evidence based medicine

4. Phew!!!!
So much to store.
Some of them have even
got damaged.
It could have been so much
better if we had EMR
systems
Ease of Storage

5. Enough!!!!
I’ll go digital. My colleagues hardly
spend any time going through medical
records. They are able to examine
double the patients than what I do. 
Saves time. Increase in revenues & efficiency

6. Need to update oneself with changing times

7. The
Executive
Summary

8.  Made by The Indian Doctor for The
Indian Doctors
 We aim to target doctors in Primary
Health Centres & those with
independent practices
 Improvements in the product keeping in
mind the requirements and user
behaviour of doctors in PMC’s or
community healthcare settings.
 Provision of generating prescriptions,
viewing reports, contacting patients &
doctor’s forum.
 Nearest Lab centres with pricing &real
time availability of medicines in the area

9. Legacy System
Cost
Funding
Technical Standards
Computer Literacy
Threats

10. Situation
Analysis

11. “In India 86% of visits are from rural India. It is estimated
that for about 90% of Indians Primary/Community health
centres are their 1st point of contact when it comes to
healthcare”
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4
014652/

12. Presently EMR’s
/HIMS systems
are
available/installed
only at top notch
private hospitals
which is the
last/most extreme
point of care for
majority of
Indians.

13. Now Imagine

14. Them, using……

15. Low cost
EMR
application
s on their
mobile,
tablets &
desktops

16. AWESOME!

17. But, there are a lot of
companies promising the
same. How are we different?

18. We target doctors’ in PMC’s & Small practices

19. It’s not about
Apollo or
Medanta…
Now it’s time
that our
healthcare
system
transforms
from its
roots
EMR for all
EMR
applications
with doctors
in such
setting helps
collection of
medical data
from the
beginning of
ailment
Data
Presently
PMC’s and
small
medical
practices are
the first POC
for most
Indians
PMC’s
Impact

20. Our thinking & methodology
Epic Systems has costs!
Most doctors in top notch private hospitals will never appreciate the Indian made EMR’s.
However it isn’t their fault. EMR’s are habit making products.
They have been abroad where they’ve worked on Epic made health IT systems which is
out of reach in terms of the cost for these private Indian hospitals.
We believe that the requirements and user behavior of those foreign educated doctors are
completely different from that ofThe Indian Doctors who work at the grass root level and
in small settings.

21. C
O
M
P
E
T
I
T
O
R
S

22. SWOT
Strengths Weakness
Opportunities Threats
• Deep Customer Insights & unique target segment
• Provision of printable prescriptions, ePRO’s,
doctor’s forum, interactive templates, and report
sharing
• Positioned as an EMR for The Indian Doctor
• Provision of real time availability of medicines &
lab pricing for patients
• Low pricing
• PMC’s , Community Centres & Small practices out
of radar of most EMR companies
• Disrupt the EMR market with low pricing
• Huge customer base
• Help rural doctors move digital
• Huge Competition
• Computer Literacy amongst doctors
• Penetration in rural markets
• Initial costs
• Internet connectivity in rural India
• Lack of smartphones although it is rising
• Proven record of failure of EMR adoption in the
past
• Changing government regulations

23. GOALS
All India Data
Sub Centre-2012 148366
Primary Health Centres (PHCs)-2012 24049
Community Health Centres(CHCs)-2012 4833
Penetrate into Urban & Semi Urban Markets Initially

24. Strategy
&
Implementation

25. Points of Parity

27. Points of Difference

28. Target
Customers:
PMC,
Community
Health
Centres
Independent
Practices
Small Clinics

29. Real Time
medicine
availability, Lab
Pricing for
Patients
ePRO formats
for doctors for
patient follow-
up

30. Authentic

31. Interactive
UI

32. Brand Image
• The company has to propose its core values
which align themselves with the doctors i.e.
affordability, easy to use, quick and simple
Brand
Visibility
• The company to collaborate with health centers
to get maximum doctors registered
• Bonus discounts for getting more doctors
registered.
Habit
forming
• Make the application a habit forming product for
doctors & health centers, understand their
requirements & implement them

33. REVENUE
Doctors/Health Centers
Charges for availing services
Patients
e-appointment booking charge for Lab tests
Advertising
Newsletters to the registered doctors

34. TACTICS
Free
• Limited access to templates
• Access to only e-
prescriptions & medical
records
Premium
• All templates can be
accessed
• Personalized template facility
• ePRO’s & other HIMS
functions also accessible

35. COMMUNICATION & OUTREACH

36. IMPLEMENTATION
Semi
Urban
Market
Urban
Market
Rural
Market

37. Price
Introductory Price
of
999/- per month

38. Place

39. Disclaimer
This presentation has been prepared by Akash Gupta, IIIT Bhubaneswar in
fulfillment of the requirements of the Marketing Management internship pursued
under the mentorship of Professor Sameer Mathur, IIM Lucknow.