BUSINESS AND BRAND DEVELOPMENT AT MAGNACODE(1)

BUSINESS AND BRAND DEVELOPMENT AT MAGNACODE
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VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD
SUMMER INTERNSHIP REPORT
On
Business and Brand Development at MagnaCODE Research and Health Care
Private LTD.
SUBMITTED BY
RAHUL S
Roll: 131407
PGDM 2013-2015 Batch

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ACKNOWLEDGEMENT
The satisfaction that accompanies the successful completion of this project would have been next
to implausible without the mention of the people who made it possible, their consistent guidance
and encouragement crowded my efforts with success.
It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well-wishers who
have in some way or the other contributed in their own special ways to the success and completion
of this project.
I express my sage sense of gratitude to Dr. Kamal Ghosh Ray Director of VIGNANA JYOTHI
INSTITUTE OF MANAGEMENT, HYDERABAD for being there as a constant source of as
inspiration.
I would also like to express my gratitude towards my Project guide Mrs. Jayashree who has
guided me at every step of this project.
I would be failing in my duty if I don’t express my profound gratitude to Dr. R Santosh, M.D of
MagnaCODE Health Care Pvt. Ltd. of Last but not the least; I would like to thank my parents
and my friends for their invaluable help and support. I do sincerely hope that all those who have
helped me during my project work but have remained unnamed, will also accept my general
gratitude.
Yours sincerely
Rahul S

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DECLERATION
I hereby declare that this project report titled as BUSINESS AND BRAND DEVELOPMENT
AT MAGNACODE submitted by me is a bonafide work undertaken by me and it is not submitted
to any other Institution or university for award of any degree /diploma certificate or published any
time before.
Name of the Student Signature of the Student

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1 CONTENTS
2 Executive summary................................................................................................................. 8
3 Health care industry overview ................................................................................................ 9
3.1 Brief Overview................................................................................................................. 9
3.2 Market Size ...................................................................................................................... 9
3.2.1 Market breakup by revenue (Aranca Research, 2012)............................................ 10
3.3 Trends and Investments.................................................................................................. 10
3.4 The major investments in the sector:.............................................................................. 11
3.5 Medical Tourism ............................................................................................................ 12
3.6 Government Initiatives................................................................................................... 13
4 Objective............................................................................................................................... 15
5 Methodology......................................................................................................................... 15
6 Company profile ................................................................................................................... 16
6.1 Study and understanding the company magnaCODE.................................................... 16
6.2 Vision ............................................................................................................................. 16
6.3 Features .......................................................................................................................... 16
6.4 Services offered in MagnaCODE are:............................................................................ 17
7 Business Description............................................................................................................. 18

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8 Various advertising opportunities in the vicinity.................................................................. 21
8.1 Center medians and Pole Kiosks.................................................................................... 21
8.2 Cinemax ......................................................................................................................... 22
8.2.1 Washrooms ............................................................................................................. 23
8.2.2 On Screen Slides..................................................................................................... 23
8.3 Men’s and Women’s Saloons and parlors...................................................................... 24
8.4 TV shows in Sakshi tv and Eenadu Urdu....................................................................... 24
8.5 Facebook advertising and search engine optimization................................................... 24
8.5.1 Facebook Advertising............................................................................................. 25
8.6 Optimizing local search engines online – JustDail, Practo, DocSuggest etc. ................ 26
8.6.1 Just Dial Limited..................................................................................................... 26
8.6.2 Practo Search .......................................................................................................... 28
8.6.3 DocSuggest ............................................................................................................. 29
8.7 Advertising by Pamphlets .............................................................................................. 29
8.8 Newspaper add on well circulated English daily – Hyderabad Times........................... 29
9 Brand development activities................................................................................................ 31
9.1 Improving the internal branding by redesigning some sign boards and wall posters .... 31
9.2 Improving the internal branding by Centre Medians. .................................................... 35

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10 B2B sales and promotional activities.................................................................................... 38
10.1 The Birth Place ........................................................................................................... 38
10.1.1 About The Birth Place ............................................................................................ 38
10.1.2 B2B Promotions Done............................................................................................ 38
10.2 Sakshi TV ................................................................................................................... 42
10.2.1 About Saakshi TV................................................................................................... 42
10.2.2 B2B sales activity done........................................................................................... 42
10.3 Golkonda Hotels......................................................................................................... 43
10.3.1 About Golkonda hotels ........................................................................................... 43
10.3.2 B2B Sales Attempted.............................................................................................. 44
11 Business Development actives.............................................................................................. 45
Initiating, designing and selling the Diabetic eye clinic........................................................... 45
11.1.1 The Fundus Eye Camera......................................................................................... 45
11.2 Diabetic Eye Clinic..................................................................................................... 45
11.2.1 People...................................................................................................................... 46
11.2.2 Process .................................................................................................................... 46
11.2.3 Physical evidence.................................................................................................... 46
11.2.4 Sales Details............................................................................................................ 48

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12 Conclusion ............................................................................................................................ 48
13 Bibliography ......................................................................................................................... 49

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2 EXECUTIVE SUMMARY
This summer internship project entitled Business and Brand Development at MagnaCODE, aims
to understand what works with health care industry when marketing and brand development is
concerned. The project includes a comprehensive study of the Health care industry.
Marketing in health care industry filled with many challenges, obstacles, rules and many more.
And it’s about selling the service, which has got its own limitations. This study will give
information not only about what all ways a health care service can be marketed and sold but also
how to build the brand image.
The Service marketing includes three more Ps that are Process, People and Physical evidence. This
study is based on how these 3P’s can be used in a better way to improve Business and Branding.

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3 HEALTH CARE INDUSTRY OVERVIEW
3.1 BRIEF OVERVIEW
India's healthcare system is developing rapidly and continues to expand its coverage, services and
expenditure in the public as well as private sectors. This is creating a large market for hospital
information systems and other healthcare-related IT solutions.
Healthcare providers in India are expected to spend US$ 1.08 billion on IT products and services
in 2014, a four per cent increase over 2013, according to Gartner. It is expected to reach US$ 276
million in 2014, up from US$ 266 million in 2013 – with the consulting segment growing by 8 per
cent.
3.2 MARKET SIZE
The domestic health care sector is poised to touch US$ 100 billion by 2015 and US$ 275.6 billion
by 2020, according to industry estimates.
In 2013, healthcare and life sciences emerged as the second favorite destination for venture capital
after technology, attracting 27 investments worth US$ 181 million, according to research firm
Venture Intelligence.
The hospital and diagnostics center in India received foreign direct investment (FDI) worth
US$ 2,191.91 million, while drugs & pharmaceutical and medical & surgical appliances industry
registered FDI worth US$ 11,583.69 million and US$ 741.80 million, respectively during April

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2000 to December 2013, according to data provided by Department of Industrial Policy and
Promotion (DIPP).
3.2.1 Market breakup by revenue (Aranca Research, 2012)
3.3 TRENDS AND INVESTMENTS
1. The Singapore-based Kinder Medical Group has entered into a joint venture (JV) with
Indorama Corp to mark its entry into Kerala’s women’s healthcare sector.
2. The HCL Group has announced its foray into the healthcare segment. The Group plans to
invest Rs 1,000 crore (US$ 163.93 million) in the venture over the next five years, to
operate (Business-Standard, HCL to put Rs 1,000 cr into health care, 2014)through a
countrywide network of out-patient multi-speciality clinics called HCL Avitas.
Market Breakup
Hospitals Pharmaceutical
Medical Equipment and Supplies Medical Insurance
Diagnostics

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3. Biocon launched the world's first biosimilar drug (developed in an organism) -
Trastuzumab injection - for the treatment of breast cancer. This is the first drug developed
by Biocon in partnership with the US-based generic drug maker Mylan. The newdrug,
CANMAb, will be used to treat HER2-positive advanced breastcancer. (Business-Standard,
World's 1st biosimilar drug for breast cancer, 2014)
4. Aurobindo Pharma Ltd informed the bourses that it will be acquiring NYSE-listed Actavis
Plc's commercial operations in seven western European countries in order to expand its
European footprint. (Rathor, 2014)
3.4 THE MAJOR INVESTMENTS IN THE SECTOR:
1. Narayana Health has opened a multi-care 104 bed hospital in Cayman Islands providing
open-heart and bypass surgery, angioplasty, heart-valve replacement, pediatrics and
orthopedics, including joint replacements. This is a US$ 2 billion project that will be built
in phases over 15 years on a 200 acre site and apart from a tertiary-care hospital.
2. ClearPath Orthodontics, an American company specialising in teeth aligners, is expanding
in India through tie-ups with leading corporate dental giants across the country. (Line,
2014)
3. Cadila Healthcare (Zydus Cadila) has received the final approval from the US drug
regulator, US Food and Drug Administration (USFDA), to market Etodolac Extended-

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release tablets USP. (Businessline, 2014) The drug is prescribed for treatment of juvenile
arthritis, rheumatoid arthritis and osteoarthritis.
4. Manipal Health Enterprises has forayed into Rajasthan by acquiring the S K Soni Hospital.
The group will invest over Rs 100 crore (US$ 16.39 million) in the healthcare sector in
Rajasthan. (times, 2014)
5. Canara Bank has lent support to Biocon Foundation and Orissa Trust of Technical
Education (OTTET) for a public-private partnership (PPP) with the Government of Odisha,
to deliver a novel e- healthcare program in order to provide access to quality healthcare for
51,000 villages in the state. (IBEF, 2014)
3.5 MEDICAL TOURISM
Medical tourism also referred as medical travel, health tourism or global healthcare is a term used
to describe the rapidly-growing practice of travelling across international borders to seek
healthcare services. Health Tourism includes segments such as multi-specialty hospitals, ayurveda,
holistic medicine centers and health spas; adventure tourism and ecotourism providers.
Services typically sought by travelers include elective procedures as well as complex surgeries,
etc.
Medical tourism is a booming phenomenon in countries like India. Medical tourists choose India
as their favorable destination because of the key opportunities in Indian healthcare sector in the
form of efficient infrastructure and technology.

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Majority of these tourists came to Indian shores seeking liver transplant, heart surgeries like bypass
or pacemaker, bone marrow transplant, hip replacement, knee replacement, eye surgeries, etc.
Indian expertise in conducting these surgeries with most advanced technology is at par or
sometimes even beyond comparison with its American or European counterparts.
Medical tourists visiting India are anticipated to touch 3,200,000 by 2015 and medical tourism is
expected to grow at an annual rate of 30 per cent till 2015.
India’s decision to offer visa-on-arrival to citizens of 180 countries will be a boom for the medical
tourism industry in the country, as per Mr Ajay Bisaria, Joint Secretary of the Eurasia Division of
the Indian External Affairs Ministry.
Apollo Health City, Hyderabad has been bestowed the prestigious ‘International Medical Tourism
Award’ for Excellence in customer service, by the reputed International Medical Travel Journal,
UK, at a ceremony at JW Marriott Hotel in Dubai on March 12, 2014. (Apollo Health City, 2014)
Health tourism is gaining momentum in India. The health tourism industry in India could become
a US$ 5 billion business by 2015, as per a McKinsey study.
3.6 GOVERNMENT INITIATIVES
India and Maldives have signed 3 agreements after delegation level talks between Mr Abdulla
Yameen Abdul Gayoom, President, Maldives, and Dr Manmohan Singh, Prime Minister of India,

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on January 2, 2014. The pacts include a memorandum of understanding (MoU) on health
cooperation.
Scotland is offering a slew of facilities for Indian pharma and biotech companies to conduct
clinical trials, according to Ms Rooma Bussi, Country Director – India, Scottish Development
International (SDI). Both Scotland and Indian businesses could partner in stem cell research,
clinical trials, regenerative medicine and affordable healthcare, said Mr Pradeep Ramayya, Chief
Executive of Scotland-based AxSys Technology Ltd.
The Union Cabinet has approved the proposal for setting up of National Cancer Institute (NCI) at
a cost of Rs 2,035 crore (US$ 333.61 million). NCI will be set up in the Jhajjar campus (Haryana)
of All India Institute of Medical Sciences (AIIMS). The project is estimated to be completed in 45
months.
The Government of India has allocated Rs 67,398 crore (US$ 11.05 billion) to the Ministry of
Human Resource Development (HRD) and Rs 33,725 crore (US$ 5.53 billion) to the Ministry of
Health and Family Welfare under the Union Budget 2014-15.

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4 OBJECTIVE
The objective of the study is to understand how one develop the brand image of an organization in
health care industry, and also to study and develop the possible business development strategies.
5 METHODOLOGY
Methodology that I have adopted to implement the above mentioned objectives are
1. A brief understanding about MagnaCODE their Mission and Vision and about their
services.
2. Understanding the various risks involved in the health-care sector.
3. Studying the surroundings for designing advertising strategies.
4. Calculating return-on-investment on advertising strategies.
5. Studying the internal environment to improve internal branding.
6. Looking for some operational modifications for business development.
7. Suggesting the best branding and business development strategies.

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6 COMPANY PROFILE
6.1 STUDY AND UNDERSTANDING THE COMPANY MAGNACODE
MagnaCODE Health Care Pvt. Ltd which is a new company specializing in providing top of the
line consulting, testing, diagnostics and dispensing of medical and health care services and
products in all areas of Endocrinology. The company is owned and managed by a team of senior
doctors.
The company is already Operational in Hyderabad since January 2013 and is planning to start
centers in Chennai, bangaluru and New Delhi during next two years.
6.2 VISION
Provide state of the art preventive, promotive and curative healthcare services, training, support
and referral services, undertake research activities in the fields of Diabetes, Endocrinology and
allied specialities through establishment of diagnostics centers, medicare centers and institutions,
alternative medical centers, health centers, nursing homes, hospitals and related services. To
provide training, support and referral services in the above specialities to medically underserved
towns of India.
6.3 FEATURES
MagnaCODE (Clinics for Obesity Diabetes & Endocrinology) is a chain of multifaceted and
patient-centric specialty clinics for Endocrinology and Diabetes care pertaining to diverse range

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of problems offering world class treatment with a mission of evidence based quality healthcare to
all individuals of the society.
Our aim is to separate endocrine and diabetes care from “hospital settings” by providing a relaxing
environment for the patients considering almost 95% of these patients do not need hospital care
but more of a homely atmosphere and personal touch. We are committed to offer all the facilities
pertaining to Diabetes and Endocrine care under one roof including lab investigations
6.4 SERVICES OFFERED IN MAGNACODE ARE:
Foot Care Program: CODE foot care unit has state of the art facilities including monofilament
testing, bio-thesiometry ( VPT Test), Doppler Studies and Foot Scan.
Diabetes Program: Basic minimum services offered to you under this program will be control of
Blood sugar, Blood pressure, Cholesterol, and Weight as latest guidelines fallowed Worldwide.
Weight Management: Obesity is responsible for many problems such as diabetes, high blood
pressure, heart attack, stroke, and cancers to name a few.
Diabetes in Pregnancy: Low blood sugar levels also lead to complications in the body. Hence a
very fine balance of tight sugar control needs to be attained during pregnancy.
Growth related problems in children: Children who are short in height as per the age are also dealt
here.

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7 BUSINESS DESCRIPTION
MAGNACODE is based on the “hub and spoke” model. The Hubs are planned to be located in
prime locations in the following cities: Hyderabad, Bangalore, Chennai, and Noida. The Hub is
aimed in providing a one-step solution for all endocrine related problems. Services (translated into
revenue avenues) which would be provided here are as follows:
1. Registration
2. Electronic Medical records
3. Consultation
4. Diet advise by well-trained dieticians
5. Health Education
6. Laboratory services
7. Diabetic foot clinic
8. Cardiac examination including TMT, Echo and ECG
9. Pharmacy
10. Other consultation services including neurology, cardiology, pediatrics, psychiatry,
orthopedics.
11. Homeopathy services

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12. Diabetes foot-ware
13. Special clinics
a. Diabetes and pregnancy clinic
b. Pregnancy and thyroid clinic
c. Growth clinic
d. Insulin Pump clinic
e. Type 1 diabetes clinic
14. Day care facilities
15. Education: PG education, Continuing Medical Education programs.
The Spokes are to be set up in distant sites where endocrine facilities are not available easily. The
fraction with Apple Hospitals in Tanuku, west Godavari district in Andhra Pradesh is already been
set up. The second Spoke is now started in Nanded, Maharashtra. The third spoke would be started
in VR Nagar, Hyderabad.
At the outset we would be concentration on 4 spokes per hub, and also planning to open spokes in
the middle-east countries where endocrine care is not available.
In the spoke model, we would be training a diabetologist to take care of the basic problems at the
site. The endocrinologist himself would be visiting these sites twice a month. A franchise model

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would be set up to provide consultation, EMR and basic endocrine investigations at these sites so
as to reduce the number of people who have to travel to urban sites for simple consults.
In summary, the HUB is aimed at providing a one-step solution for patients with
endocrinology
Problems, while the Spokes aim at reaching out at-least the basic endocrine care across the
districts.

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8 VARIOUS ADVERTISING OPPORTUNITIES IN THE VICINITY
MagnaCODE is situated in Film nagar, where you have got plenty of advertising opportunities
they require huge amounts of investment. The following are the advertising opportunities available
which have been observed and are adequate for MagnaCODE.
1. Center Medians and Pole Kiosks
2. Cinemax
a. Washrooms
b. On screen Slides
c. Standees
3. Men and Women Saloons and parlors
4. TV shows in Sakshi tv and Ennadu Urdu
5. Facebook advertising and search engine optimization
6. Optimizing local search engines online – JustDail, Practo, DocSuggest etc.
7. Advertising buy pamphlets – Newspaper inserts, KBR park
8. Newspaper add on well circulated English daily – Hyderabad Times.
8.1 CENTER MEDIANS AND POLE KIOSKS
These are the advertising boards that are located on the road divider. The picture of the center
medians and pole kiosks are given below

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Prakash arts is the company that will be dealing with these in Hyderabad and the cost of these
center medians are INR 7000, and the pole kiosks are INR 5500 at the vicinity of the hospital.
8.2 CINEMAX
Cinemax is a multiplex movie theater that is located in Banjara Hills road No 1. It is now under
new management of PVR Cinemas. Located in a well crowded place, and having 5 movie screens.
There are three options that can be taken in advertising in Cinemax
a. Washrooms
b. On Screen Slides

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8.2.1 Washrooms
It’s a very good opportunity to advertise at the toiletries in Cinemax, there were 30 toiletries in
each washroom where people will have ample time to look at, it would bring good visibility. One
washroom coasted about 25000 per month. The Return on investment was calculated as follows
8.2.2 On Screen Slides
This is a very good option, as the slides were allowed for 20 seconds and played for 5 times a day
in a particular screen for a month. It coasted about 15000 per month for such an advertising
campaign,
Cinemax ROI
Total costing 25000
People visiting Per day - week days 2500
People visiting per day - weekends 5000
Total People visisting the mall in a month - week days 55000
Total People visisting the mall in a month - weekends 40000
Total People visiting the mall in a month 95000
% People intrested in add - Estimate 1%
People intrested in add 950
%visits - Estimates 3%
Visits estimates 28.5
ROI 31350

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8.3 MEN’S AND WOMEN’S SALOONS AND PARLORS
There were many saloons and parlors in and around film nagar where one can have an advertising
campaign to improve the visibility.
8.4 TV SHOWS IN SAKSHI TV AND EENADU URDU
Sakshi TV and Eenadu urdu have got a good viewership and they also do some programs regarding
healthcare. So shooting and publishing a programme in these two TV channels will bring good
visibility and bring brand value.
8.5 FACEBOOK ADVERTISING AND SEARCH ENGINE OPTIMIZATION
Social network advertising, social media targeting, social media targeting is a group of terms that
are used to describe forms of Online advertising that focus on social networking sites. One of the
major benefits of advertising on a social networking site (e.g. Facebook, Myspace, Friendster,
Bebo, Orkut, etc.) is that advertisers can take advantage of the users demographic information and
target their ads appropriately.
Social media targeting combines current targeting options (like geotargeting, behavioral targeting,
socio-psychographic targeting, etc.), to make detailed target group identification possible. With
social media targeting, advertisements are distributed to users based on information gathered from
target group profiles.
Social network advertising is not necessarily the same as social media advertising. Social media
targeting is a method of optimizing social media advertising by using profile data to deliver

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advertisements directly to individual users. Social media targeting refers to the process of matching
social network users to target groups that have been specified by the advertiser. (Wikipedia, Social
Network Advertising, n.d.)
8.5.1 Facebook Advertising
There are three steps in Facebook advertising
A Facebook page is already build and the problem is to how can one connect and engage the
audience.
One stop solution for the about problem statement will be Page and Post boosting. The ROI on
Page and Post boosting is calculated as follows.
Cost Per day 304 607 911 1214 1518
Cost per month 9120 18210 27330 36420 45540
Build a facebook
page
Connect with
your people
Engage
your
audience

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The coasting depends on how many people does anyone wants to reach, with INR 304 being
minimum and INR 1518 being maximum.
Maximum Reach 420000
% Estimate of people Liking the page 1%
Estimate of people liking the page 4200
Estimate of people coming to clinic 42
ROI 46200
8.6 OPTIMIZING LOCAL SEARCH ENGINES ONLINE – JUSTDAIL, PRACTO,
DOCSUGGEST ETC.
In this modern world whenever people have any problem or they want to find any solution first
thing they do is to google the problem statement. So if one does optimizes the results that show up
on google it would bring a great brand value.
This can be done by dealing with the local search engines likes JustDail, Practo and Docsuggest.
8.6.1 Just Dial Limited
Justdial's Mission To provide fast, free, reliable and comprehensive information to our users and
connect buyers to sellers. Corporate Information

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• The company started offering local search services in 1996 under the Justdial brand and is now
the leading local search engine in India.
• The official website www.justdial.com was launched in 2007.
• Justdial's search service is available to users across multiple platforms, such as the internet,
mobile Internet, over the telephone (voice) and text (SMS).
Justdial's search service bridges the gap between the users and businesses by helping users find
relevant providers of products and services quickly, while helping businesses listed in Justdial's
database to market their offerings.
Justdial has also initiated its ‘Search Plus’ Services for the users. These services are aimed at
making several day-to-day tasks conveniently actionable and accessible to the users. With this step,
Justdial is transitioning from being purely a provider of local search and related information to
being an enabler of such transactions. Justdial intends to provide an online platform to thousands
of SME’s to get them discovered and transacted.
Justdial Facts
• For the year ended March 31, 2014 Justdial addressed 1,125.7 million searches from millions of
users across platforms.
• Justdial Apps are available on the Android, iOS, Windows and Blackberry platform/s and have
location based services for the mobile Internet users.

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• Justdial has 08888888888 as their operator assisted hotline number, across India, which is
accessible 24 hours a day, 7 days a week with multi-lingual support.
• Justdial has a database of approximately 11.8 million listings as of March 31, 2014.
• Justdial users have contributed 41,559,029 reviews and ratings for various listings, till date.
• Justdial had approximately 262,150 campaigns as of March 31, 2014. Business owners have the
option to list their business on Justdial's database for free.
• With the registered & corporate office based in Mumbai, Justdial also has offices across India in
Ahmedabad, Bengaluru, Chandigarh, Chennai, Coimbatore, Delhi, Hyderabad, Jaipur, Kolkata
and Pune.
Key Highlights
• Services offered across various cities and towns in India
• Advanced and scalable technology platform
• Experienced management team
• Large online community for reviews
• Long operating history with a proven monetization model
8.6.2 Practo Search
Practo Search is a patient focused, unbiased, independent medical website with listings of over
90,000 doctors across India. Patients can book confirmed appointments with doctors that are listed

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on Practo’s website. This service is entirely FREE for both the patient and the doctor. So far, we
have booked over 15,000 appointments in a single month.
8.6.3 DocSuggest
DocSuggest is also a similar type of search engine like practo.
8.7 ADVERTISING BY PAMPHLETS
This can be done in two different ways
1. Newspaper inserts
2. Contracts with shop or kiosk owners at KBR park entrance.
8.8 NEWSPAPER ADD ON WELL CIRCULATED ENGLISH DAILY – HYDERABAD
TIMES
It’s a good opportunity but very expensive, so not suggestible for a start-up company like
MagnaCODE. The ROI is calculated as follows
Publication Page Rate(per
scm)
240 scm 400 scm
Hyderabad Times Front page 855 205200 342000
Page 3/Back
page
705 169200 282000
Inner pages 655 157200 262000

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The above given are the rates per insert
ROI
Reach 271000
Estimate % of people seeing the add 10%
Estimate people seeing the add 27100
estimate % patients Coming for the treatment 1%
estimate patients Coming for the treatment 271
ROI 298100
On an average about 300 – 400 patients are required to turn up by seeing the newspaper add to get
back the return on investment. So that’s very unlikely to happen with a single add.

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9 BRAND DEVELOPMENT ACTIVITIES
After a serious study of the external environment and advertising opportunities, studying the
following are the brand improving strategies that have been implemented.
9.1 IMPROVING THE INTERNAL BRANDING BY REDESIGNING SOME SIGN BOARDS
AND WALL POSTERS
Some of the signboards and wall posters were redesigned to improve the internal branding and
improving the brand value.
The following are the posters and signboards that has been designed

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9.2 IMPROVING THE INTERNAL BRANDING BY CENTRE MEDIANS.
As explained before Pole kiosks are a better option because they stand upright at eye level and are
easily detected by people. But due to some unexplained reasons the company director had to go
for the Centre Medians
The following are the graphic designs made for Centre Medians.

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10 B2B SALES AND PROMOTIONAL ACTIVITIES
The following businesses have been considered for the B2B sales and promotional activities.
1. The Birth Place
2. Saakshi TV
3. Golkonda Hotels
10.1 THE BIRTH PLACE
10.1.1 About The Birth Place
The Birthplace is a premium birthing facility at Road #2, Banjara Hills in Hyderabad. Their
objective, very simply, is to truly understand the needs of a woman having a baby, and then convert
this understanding into an unforgettable experience.
The experience they offer begins right from the time a woman is thinking of having a baby and
continues right through the various stages of her pregnancy. It doesn't end at the delivery table, but
continues still further - till all of her postnatal requirements have been taken care of.
10.1.2 B2B Promotions Done
A CME – Continuous Medical Education programme was planned and organised, which
concentrates on the Gestational Diabetes which occurs during pregnancy and disappears as soon
as the women delivers her baby in 99% of the cases. The programme was hoisted by Dr. Santhosh
who is an endocrinologist, and also MD of MagnaCODE.

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This programme was a great opportunity for promotional activities, and as a physical evidence is
required for promoting a service an information brochure was designed which carried information
about gestational diabetes in font and information about MagnaCODE behind.
The promotional campaign was a big success, about 40 audience were present for the CME
programme who are pregnant women. Many of them showed interest in knowing about Gestational
Diabetes and its complications. The brochure follows.

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10.2 SAKSHI TV
10.2.1 About Saakshi TV
Sakshi TV is a Telugu news television channel. It belongs to Sakshi group. The channel's
Managing editor is Dilip reddy, under the chairmanship of the Y. S. Bharati, the wife of Y. S.
Jaganmohan Reddy. It has been rated as the most biased and untrusty news channel in India by a
survey conducted. There is also severe criticism that the news present in this channel is always
PRO Y. S. Jaganmohan Reddy. But actually it was necessary to counter A.P.media, especially
EENADU news paper. Already some few TV channels are PRO Telugu Desam Party or Chandra
Babu Naidu. Actual fact is that Sakshi Tv was started to counter the PRO Telugu Desam party TV
channels. (Wikipedia, n.d.)
10.2.2 B2B sales activity done
HR maganer of sakshi group was meet and discussion happened for any possible B2B sales
contract that can happen between Sakshi Group and MagnaCODE. The deal was finalised and the
employees where given a health card which would give them an extra 10% discount on lab tests
and extra 20% discount on consultation at MagnaCODE.
Even some of the employees where given Health coupons which was designed by me. The coupon
follows.

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10.3 GOLKONDA HOTELS
10.3.1 About Golkonda hotels
The Golkonda Hotel Hyderabad India is an exclusive Business Chic hotel located in the heart of
Hyderabad at Banjara Hills, Masab Tank. It is about 30 minutes away from Hitec City. The
Golkonda Hotel Hyderabad India is an ideal hotel for both business and leisure traveler and is very
close to the Hyderabad International Airport. For those who want to travel to Hyderabad,The
Golkonda hotel is only moments away from the city’s main commercial, shopping and
entertainment hubs. This Golkonda is beautifully furnished in contemporary style with lavish use

44
of glass, wood and steel, providing a distinctive level of luxury, comfort, impeccable service and
value for money. (The Golkonda Hotels, n.d.)
10.3.2 B2B Sales Attempted
The HR manager was contacted and personally met two times during the summer internship
project but he seemed to be reluctant. It was said to us that he would be proposing the contract of
Golkonda hotel employees getting their medical check-ups done at MagnaCODE, in the meeting
that will be held in September this year ( 2014 ).

45
11 BUSINESS DEVELOPMENT ACTIVES
INITIATING, DESIGNING AND SELLING THE DIABETIC EYE CLINIC.
Before knowing about diabetic eye clinic one should know about the Fundus Eye Camera
11.1.1 The Fundus Eye Camera
Fundus photography (also called fundography) is the creation of a photograph of the interior
surface of the eye, including the retina, optic disc, macula, and posterior pole (i.e. the fundus).
Fundus photography is used by optometrists, ophthalmologists, and trained medical professionals
for monitoring progression of a disease, diagnosis of a disease (combined with retinal
angiography), or in screening programs and epidemiology.
Compared to ophthalmoscopy, fundus photography generally needs a considerably larger
instrument, but has the advantage of availing the image to be examined by a specialist at another
location and/or time, as well as providing photo documentation for future reference. Modern
fundus photographs generally recreate considerably larger areas of the fundus than what can be
seen at any one time with handheld ophthalmoscope. (Wikipedia, Fundus Photography, n.d.)
The camera which performs the fundus photography is the one called as Fundus eye camera.
11.2 DIABETIC EYE CLINIC
It has been observed that the fundus eye camera present in MagnaCODE was left idle in the clinic
on some of the weekdays. So Diabetic Eye clinic was initiated where the company can have

46
contracts with nearby doctors to perform the eye test using fundus eye camera at their clinic for
their patients.
To sell a service, 3P’s are of primary importance. They are:
1. People
2. Process
3. Physical evidence
11.2.1 People
To encourage the employees of the organization to take an extra effort of travelling to other clinic
and performing the test, an incentive of INR 500 per day has been advised to the company. This
ensures that the employee performs the job at his/her best.
11.2.2 Process
Process involves taking the fundus eye camera to the contracted clinic, this job can be very
challenging as the camera is a very expensive one. Cabs and office cars were a good option to
transfer the camera safely.
The test required a colour printer, which would improve the transfer expenses. The contracted
clinic needed to have a colour printer with them.
11.2.3 Physical evidence
Sales need a physical evidence, a logo and a flyer need to be designed to promote the Diabetic Eye
Clinic. The Logo of the Diabetic eyes clinic has been designed and follows

47
To improve the physical evidence the flyer has been designed

48
11.2.4 Sales Details
Doctor Name Clinic Rate Per Test in INR
Dr Sanjoy Paul Mathans Clinic 500
Dr Ravi Muppidi AED Clinic 450
Dr Lavanya 550
12 CONCLUSION
Over all the working experience at MagnaCODE was Challenging. Got good experience in selling
a service, B2B Sales and Contracts. Learnt the legal aspects that are involved In B2B contracts.
Branding in health care industry need a lot of consumer understanding, which was learnt.

49
13 BIBLIOGRAPHY
Apollo Health City. (2014, March 12). Retrieved from www.apollohospitals.com:
http://www.apollohospitals.com/news-detail.php?newsid=511
Aranca Research. (2012). Hosoital Market - India by research on India.
Businessline, T. H. (2014, January 30). Cadila Healthcare gets US FDA nod for arthritis drug.
Business Line. Retrieved from http://www.thehindubusinessline.com/companies/cadila-
healthcare-gets-us-fda-nod-for-arthritis-drug/article5635042.ece
Business-Standard. (2014, Feb 7). HCL to put Rs 1,000 cr into health care. Business Standard.
Retrieved from http://www.business-standard.com/article/companies/hcl-to-put-rs-1-000-
cr-into-health-care-114020601174_1.html
Business-Standard. (2014, Jan 18). World's 1st biosimilar drug for breast cancer. Business
Standard. Retrieved from http://www.business-standard.com/article/companies/world-s-
1st-biosimilar-drug-for-breast-cancer-114011800354_1.html
IBEF. (2014). Sectoreal Report. Retrieved from http://www.ibef.org/industry/healthcare-
presentation
Line, T. B. (2014, January 28). ClearPath ties up with dental majors to expand in India. The Hindu.
Retrieved from http://www.thehindubusinessline.com/companies/clearpath-ties-up-with-
dental-majors-to-expand-in-india/article5626903.ece

50
Rathor, S. (2014, Jan 18). Auronindo to aquire actavis operations in seven European countries.
The Times Of India. Retrieved from http://timesofindia.indiatimes.com/business/india-
business/Aurobindo-to-acquire-Actavis-operations-in-seven-European-
countries/articleshow/29017630.cms
The Golkonda Hotels. (n.d.). Retrieved from http://www.thegolkondahotel.com/
times, T. E. (2014, Feb 18). Manipal Health Enterprises acquires Rajasthan’s S K Soni Hospital.
The Economic times. Retrieved from http://articles.economictimes.indiatimes.com/2014-
02-18/news/47451259_1_manipal-health-enterprises-rajen-padukone-ankur-healthcare
Wikipedia. (n.d.). Fundus Photography. Retrieved from Wikipedia:
http://en.wikipedia.org/wiki/Fundus_camera#Fundus_camera
Wikipedia. (n.d.). Social Network Advertising. Retrieved from Wikipedia:
http://en.wikipedia.org/wiki/Social_network_advertising
Wikipedia. (n.d.). Wikipedia. Retrieved from Sakshi TV: http://en.wikipedia.org/wiki/Sakshi_TV

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