Tunstall is launching a new marketing plan to expand into the French telehealth market. They will target government health organizations, hospitals, doctors, and individual customers. The marketing mix will include direct mail, trade shows, advertising, and recruiting local sales agents. Tunstall forecasts selling 20,000-22,000 units in Northern France and 18,000-20,000 units in Southern France in 2010. A €500,000 budget is allocated, with funds going towards salaries, advertising, trade shows, research, and unexpected expenses. Success will be measured through audits, surveys, customer service metrics, and sales comparisons to forecasts.

1. 1

2. A new market for Telehealth
Marketing plan 2010
TRAN Danielle
WIENDL Benedikt
PILLA Jessica TeleHealthCare Solutions

3. Company’s profile
world’s leading provider of telehealthcare solutions
• Costumer: over 2.5 million people
• Base: Whitley (UK)
• Operation area: 30 countries (Map)
• Employees: over 1000 people
• Business Objective: Providing people with long term health issues with
solutions to control their health condition
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4. Analysis of the current situation in the UK (PEST
Model)
Political Economical
Next General Election: May 2010 both -Recession can lead to find new ways to
parties in the UK support telehealthcare save money like telehealth
Less use of transport; more support over the -Innovation fund £220m over 5 years is
PEST ANALYSIS
phone fits the Carbon reduction strategy supplying telehealth
Social (Main Environment) Technological
-9.7m people are 65+, by 2025 13m -UK population has a growing acceptance to
technology
-18.5m people have a long term limiting
-Growing use of iPhone & blackberry for
-24% of adults over 16 were classed as obese health
-People with Diabetes 1996 1.4 m; 2009: 2.5
m. By 2025 estimated 4m
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5. Market Analysis
Porter’s five Forces Model Grade 1-10 Weight 0.1 - 1.0 Result out of 10
Barriers of entry and exit: low 2 0.1 0.2
Substitutes: others product & 6 0.4 2.4
Relation doctor-patient
Bargaining power of customers 7 0.2 1.4
Bargaining power suppliers 2 0.3 0.6
Level of market competitiveness = 1.0 4.6
International Business Trends: - Economical Crisis leads to cost reductions
- Tunstall saves health care costs in substituting personal with its product
Competitors Analysis
CSF Matrix Weight Tunstall Our Result Docobo Their Result
Critical Success Factors: 1 – 10 Grade 1 - 10 Grade 1 - 10
safety & quality
Product Quality: high 8 8 64 7 56
Service Quality: good 8 8 64 7 56
Value for money 3 6 18 5 15
Design 2 6 12 1 12
158 139
Direct Competitors - Docobo Indirect Competitors - Broomwell
- Honeywell - Intel
- Bosch 3
- TeleCare

6. Market segmentation
• Segmentation by Needs
Decision makers within the health care sector
• National Health Service
• SHA Strategic Health Authorities
• PASA Purchasing And Supply Agency (executive agency of the Department of Health)
• Office of Government Commerce (OGC)
• Procurement groups
• Social Services/ care authorities
• Local Authorities- nurses, GP’s (General Practitioners)
• PCT trust (Primary Care Trust)
• Community Matrons
• Commissioning board members
Associations (for elder people, for diabetes...)
Individuals
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7. Marketing Mix
Product Promotion
Helps people living with a long term condition - Direct marketing
Controls their vital signs at home - Exhibitions
Increases the quality of life for patients with: - Conferences attendances
- diabetes - Publicity
- COPD (Chronic Obstructive Pulmonary Disease) - Case studies / evidence
- CHF (Congestive Heart Failure) - Brochures / leaflet
Functions: - Telehealthcare Time ( Tunstall’s Magazine)
- taking their own blood pressure
- temperature Place
- pulse rate
- Agents
advantages :
- avoiding doctors and hospital visits - wholesalers
- reducing of healthcare costs - direct
- central buying
Price - buying group
- Weekly package price: £3 to £6
- internet purchasing
- mail order
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8. SWOT Analysis
Strengths: Weaknesses:
-Resistance to change and innovation
-Successful outcomes and evaluations
-Difficulties with mainstreaming &
-Fully trained workforce sustainability of projects and pilots
Focus & knowledge of health sector
-50 years heritage with a strong brand in
telecare market: USP ( Unique Selling -Small scale telehealth projects
Proposition)
Opportunities: Threats:
-Innovation fund -Swine flu
-Focus on outcomes, self care & -Recession
management of Long Term Condition
-No additional funding
-Personalised services: ESP (Emotional
Selling Proposition) -Perception that technology cause social
isolation
-Innovation during difficult economic times
-Lower awareness in health sector
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9. Positioning map
High Quality
•
• Docobo
• Honeywell
• Bosch
• Broomwell
Low Price High Price
Low Quality
Sources of Information:
Interview of Melanie Godley – 06/ 11/ 09(Telehealth Manager at Tunstall Marketing Department)
www.tunstall.co.uk
www.marketingplannow.com
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10. ANSOFF - Model
We have decided to choose New Market Development Strategy.
Target: Implementing Telehealth into the French market
- Already big success with Telecare
- High potential market
- Close geographical situation to the UK
Objectives: To implant our product into France
- Become a well known reference in the health sector
- Increasing the awareness level of the product
- Make a profit with our product
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11. Market segmentation
• DGS (Direction générale de la santé)
• DHOS (Direction des Hopitaux et de l’Organisation des Soins)
• “Conseil régional”
• “Communautés d’agglomérations” (group of municipalities)
• Municipalities
• Doctors
• Hospitals
• Pharmacy
• Associations
• Individuals
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12. Marketing mix
• Product • Price
We don’t change the product monthly package price:
20€ to 25€
• Place • Promotion
-Agents -Exhibitions
-Internet purchasing -Conferences attendances
-Publicity in specialized health
- Pharmacy
magazines
- Doctors -Presentations of telehealth in
-Hospitals associations
- Case studies/evidences
- brochures
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13. Marketing Objectives as a result of the SWOT:
TOWS
STRENGHTS WEAKNESSES
OPPORTUNITIES SO: A key aim is to WO: Use the small scale
promote telehealth through telehealth projects to
telecare channels and build show it is a specialised
on supplying integrated and customerized
care pathways.
service
THREATS ST: Swine flu can lead us TW: Swine Flu has the
to innovate and create potential to jeopardise
new solutions for this any events organised
type of diseases and delay projects so
purchase doesn’t occur
until the end of the
issue.
Position: To reduce the perceptual gaps, we have to invest in
communication marketing. We hope to become better than Docobo in
terms of pricing. Due to having the best result for our brand towards the
consumers. 11

14. Sale Forecast of Product for 2010 in France
Starting from 2009 we expect to sell
21000 product on a 2 year period .
We expect to improve profit which
representing 3%.
Pessimistic Forecast:
North of France: 20 000
South of France: 18 000
Realistic Forecast:
North of France: 22 000
South of France: 20 000
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15. Yearly Action Plan & Marketing budget
Possibilities of co-positioning:
• Non profit organisations fighting against diseases and maladies
• Co operations with doctors medicines hospitals and pharmacies
• High technology companies like Samsung who could implement our commodity in
their product
• Collaborating with health insurance companies and creating package deals.
Maintaining our current market position
• Sponsoring charity organisations like Telethon (France)
• Supporting events fighting against diseases
• Promoting the World Diabetes Day on November 14
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16. New pricing strategy starting in 2011
1 year 25 € per month
2 year 20 € per month
3 – 10 year 15 € per month
Creating a new package deal
1 Doctor visit + the Telehealth equipment 99 € per month
Advertising and Promotion
• Direct Marketing: sending brochures to French house holds with people who are older
than 70
• Participate at Medical Congresses and Fairs
• Publishing adverts in health magazines and websites
• Issuing a mailing to doctors medicines professors of the health care sector
• Indirect Marketing: Recruiting 4 Promoting Agents for 4 regions
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17. Enhancing Service Marketing principles
Company standards to enhance the quality, acceptance and the
brand awareness of our product in France
• Communicate always clearly and friendly with the costumer
• Don’t be intrusive to the client
• Always respect the costumer’s private life
• 24h repairing service
• Guaranteed delivery in 48h
• 24h Free Service Number
• Keep the medical data of the patient confidential
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18. GANTT SCHEME
What Who When Details
Mailing Campaign Marketing Until 1th of February Brochures for all the
(Brochures) Communication 2010 French Households
Manager with people over 70
Mailing Campaign Marketing 3 weeks in advance Target Group: Health
(email) Communication of the Congress of professionals
Manager the 15th April
Recruitment of 4 Human Resources Until the 1th of June 2 for the North of
Sales and Promotion Department 2010 France 2 for the
Agents South of France
Publishing adverts in Marketing Until the 1th of Le magazine de la
health magazines Communication October 2010 santé
and websites Manager www.sante-
magazine.com
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19. Marketing yearly Budget
Yearly Budget: 1250 000 €
Assumption: approx. 40 % = 500 000 €
Ressources Amount Dispenser Expenses Amount
Tunstall 400 000 € Tunstall Salaries 300 000 €
Partners 50 000 € Advertisement 50 000 €
BNP PARIBAS Bank 50 000 € Trade Fairs 50 000 €
(Short Term loan) Research 50 000 €
Unexpected expenses 50 000 €
Total 500 000 € Total 500 000 €
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20. Control Procedures and Criteria of Success
Control Bodies Control Tools (How) Succeeding Criteria's (what)
(who)
Management Auditing Tools; Controlling Reasonable use of the
Accounting Tools budget
(Controlling)
Independent Survey Surveys to determine the Level of the brand
Agency perception of Tunstall in the awareness in the population
population
Customer Service Counting the amounts of Level of complains
warranties and complains. Quality of after sales service
General Comparison of the amount of Efficiency of our sales team
Management sales with the forecast
outcomes
Milestones 2010 (when) Launching of Telehealth
Mailing of Brochures Congres/Forum Recrutement of 4 Agents Journée Mondial des Diabetic (World
Diabetics Day) / BPCO
Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec.
Mailing of emails 18 Publishing adverts