This document provides a marketing plan for Turning Point, a mobile app that connects users to hospitals and medical services. It analyzes the market opportunity in India given increasing road accidents and deaths. The app aims to help users compare and access affordable healthcare. Key features include emergency accident detection and notification, daily diet plans, and discounts at partner hospitals and pharmacies. The target customers are working professionals, travelers, seniors and families. The plan outlines competitors, customer needs, and strategies to position the app as a solution for all medical emergencies through fast response times and broad service offerings. Pricing tiers are provided for individual, family and corporate plans.

1. Turning Point
Live Life Without Fear
MARKETING PLAN

2. A family of hospitals for your
family.
TURNING POINT

4. MARKETING PLAN
EXECUTIVE SUMMARY

5. EXECUTIVE SUMMARY
India accounts for more than 200,000 deaths because of road
accidents, according to the Global Road Safety Report, 2015 released
by the World Health Organization (WHO).
Heart Attack kills one person in every 33 seconds in INDIA.
27% of Total Deaths in INDIA happen with no medical
attention at the time of death.

6. What Is Turning Point?
With Rise in Smartphone
users 220 millions
(approx.) Smartphone
users in INDIA. There is a
Big platform to connect
Smartphone users with a
Health app.
Turning Point is the smart way to connect
with Hospitals in case of Emergency and
Non Emergency.
• A great place to compare near by hospital prices at home.
• Get a treatment From Best hospitals at affordable prices.
• Detects car accidents using the internal
sensors(Accelerometer and GPS) of your Smartphone, and sends
an emergency notification of your location to your pre selected
emergency contacts.

7. Turning Point Premium Offers :
What Is Turning Point?
• Personalized Daily Diet According to
 Age
Medical History
 Allergies
• Vaccinations Alert
• Discount on Selected Hospitals.
• No consultancy charges from Turning Point General Physicians.
• Free Dental Checkup Per Quarter.
• Big Discount on Family Subscription.

8. MARKETING PLAN
SITUATION ANALYSIS
Over View of Market.
Target Customers.

9. Over View Of Market
 Healthcare Industry is growing at a tremendous
pace owing to its strengthening coverage
services and increasing expenditure by public as
well as private players.
During 2008-20 the market is excepted to record
a CAGR of 16.5%.
 The total industry size is expected to touch US
dollar 160 billion by 2017 and US dollar 280
billion by 2020.

10. Target Customers
 DEMOGRAPHIC
• AGE: ALL
•Gender: Male and Female
•Income: Middle, Upper Middle and High class.
GEOGRAPHIC
•CITIES: Class 1 & 2 cities & Metro cities.

11. BUSINESS MARKET SEGMENT
 DEMOGRAPHIC
• INDUSTRY: Hospitals, Nursing Home, Pharmacies.
GEOGRAPHIC
• CITIES: Class 1 & 2 cities and metro cities.

12. TARGET PERSONAS
 Working Professionals.
 Travelers
 Elder People ( above 65 years of age)
 Family
 Drivers

13. GOAL
0
10000
20000
30000
40000
50000
60000
App Launch Apr-17 Aug-17 Dec-17
Users Registered
Users Registered

14. GOAL
0
500
1000
1500
2000
2500
App
Launch
Apr-17
Aug-17
Dec-17
Hospitals
Pharmacies
Nursing Home

15. STRATEGY
TARGET MARKET
 Customer Needs and Wants
 Competitors
 Collaborators

16. COSTOMERS NEEDS AND WANTS
 Fast Service in emergency
We will provide the consumer the fastest service as possible
whether it is consumer house or any place in India ( using GPS ).
 Discount on regular checkup. (Premium Members)
 Ambulance service and Home care in Emergency at minimum
prices as per market.
 Dental Services at minimal Prices.
 Pay Via Cash / Check / Card / Net Banking etc.

17. COMPETITORS
GEOGRAPHIC
 Local Hospitals and Nursing Home.
SERVICE BASED
 SOS MART

18. CLOSEST COMPETITORS
 Automatic car accident detection
and notification.
SOSmart detects car accidents
using the internal
sensors(Accelerometer and GPS)
of your Smartphone, and sends an
emergency notification with you
location to your pre selected
emergency contacts. This allowing
your contacts to send help as soon
as possible.

19. Point Of Parity (PoPs)
 Use of GPS SYSTEM for
locating the patient.
 Manual and Automatic
ON in Emergency.
 Automatic car accident
detection and notification
 Panic button

20. POINT OF DIFFERENCE
 Turning Point Deals with all Type of Medical services
and Emergencies.
 Turning Point have a list of Member Physicians.
 Turning point automatically selects hospitals and
provide the best service in
Emergency.
 Tied up with Nursing Homes, Pharmacies and
Hospitals to provide affordable price for users.
 Users can Pay hospitals bills using Turning Point app.
 Provide Customer service also.

21. TACTICS
PRODUCT

22. SERVICES
 Answers Review and Analysis.
 Home Pick up and Drop.
 Nearby Hospitals.
 Personalized Hospital Smartphone Apps.
 Cloud Based Payment system.

23. BRAND
 We will position our app in the mind of Customers as
“Solution of all type of Emergencies”.
 The Fastest app to reach hospital in case of
Emergency.
 24 hours available.
 Ambulance in less than 15 Minutes.

24. PRICING
MONTHLY QUATERLY HALF YEARLY YEARLY
SINGLE $10 $25 $49 $99
COUPLE $18 $49 $99 $199
FAMILY OF 3 $25 $69 $139 $249
FAMILY OF 4 $30 $79 $149 $300

26. Turning Point
Website

27. IMPLEMENTATION
ORGANIZATIONAL INFASTRUCTURE
BUSINESS PROCESS & SCHEDULING

29. BUSINESS PROCESS & SCHEDULING

31. These slides are created by Suraj Rajak of Nizam
College as a Final Project during a Marketing
Internship under Prof. Sameer Mathur , IIM
Lucknow.
DISCLAIMER
Suraj Rajak
Prof. Sameer Mathur
IIM Lucknow