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1
NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES
SCHOOL OF BUSINESS MANAGEMENT
Group Assignment
Marketing Management 2
FTMBA
Trimester 2, 2022-24
“Factors Influencing people to using Digital Health care platforms
Name Roll no.
Shivam Srivastava I047
Pralav Prakash I051
Srijan Bhatia I034
Rohith Krishna I016
Arihant Jain I039
FACULTY: Dr. Preeti Nayal
2
Research Title
The purpose of the project is to identify and understand the factors that influence people to use Digital
HealthCare Apps/Platforms.
Research Problem
Identifying the factors causing less adoption of digital healthcare apps and platforms. With the
evolutionary era of healthcare industry in progress, digitalization in this industry is not a new
spectrum. But surprisingly this industry has not adapted to the digital platforms till now. People still
prefer local pharmacist and local chemist over digital Medicare apps. To understand the underlying
issues, we are conducting this research.
Research Objectives
1. To understand the perspective of people towards the concept of digital healthcare apps.
2. To understand the influence of factors which influence people in choosing digital healthcare
apps.
3. To find the gaps which are created in market with prevents people to frequently use digital
healthcare apps.
Literature review
There have been several focus group discussion methods being used in past to determine the features
acceptance and ideology of people with respect to digital healthcare apps along with several aspects
affecting their use and downloads. ‘Five crucial challenges in digital healthcare apps’ by Nicolas
Cummins and Bjorn W. Schuttler is a study of how and why people prefer to use digital healthcare
apps/platforms. We have considered the findings of the same to draw connection with our research
and support our findings.
Methodology
To find useful insights we have used interview research method. Interview research was conducted
to better understand targeted subjects’ opinions, behavior, experiences and parameters involved in
making a decision. Furthermore, to collect in-depth information open-ended questions were raised
and analysis was done. The respondents were expected to express their answers true to their
experiences to allow legitimate observations and analysis.
3
SAMPLE SIZE: We have taken a sample size of 23 people with varying range of age. We distributed
group age in 3 divisions. The divisions were solely on the basis of usage frequency. Group 1 was
having age group below 30.The second group age was between 30-45 and lastly last age group was
people above the age of 45. We took varying age group as to get as highly efficient results as possible.
Duration of interview: Duration of interview was from 2 to 3 minutes as we wanted brief answers
and our focus was on trigger words majorly.
Sample Description: We have formulated a set of in total 18 questions, out of which 15 were more
of descriptive and the remaining 3 were a yes/no type. We recorded their answers and then analyzed
them in JMP accordingly.
Interview Data analysis (Software): We did our analysis on three broad perspectives, following
were our 3 analysis:
1. Question Wise Analysis
2. Overall Analysis
3. Phrases Analysis
QUESTION WISE ANALYSIS:
4
5
6
7
8
OVERALL ANALYSIS:
9
PHARASE ANALYSIS:
10
MANUAL ANALYSIS:
We found that the major positives for using digital healthcare apps are:
1. Discounts
2. Coupons
3. Quality
Also we found that major bottlenecks are the following:
1. Privacy breaches
2. Delivery time
3. Trust
Now the delivery services should start focusing more on building trust by trying to prevent privacy
breaches. Also they need to focus on their operational efficiency to reduce delivery time.
Also these healthcare services should keep maintaining their discount algorithms as they are attracting
customers very well. They should keep continuing this.
11
QUANTITATIVE ANALYSIS:
12
13
14
Annexures
1. Google Form: shorturl.at/BXZ78
References
[1] Perceptions Surrounding Mobile Dating Applications and the Use of Tinder: A Focus Group
Study

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Health care app marketing

  • 2. 1 NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES SCHOOL OF BUSINESS MANAGEMENT Group Assignment Marketing Management 2 FTMBA Trimester 2, 2022-24 “Factors Influencing people to using Digital Health care platforms Name Roll no. Shivam Srivastava I047 Pralav Prakash I051 Srijan Bhatia I034 Rohith Krishna I016 Arihant Jain I039 FACULTY: Dr. Preeti Nayal
  • 3. 2 Research Title The purpose of the project is to identify and understand the factors that influence people to use Digital HealthCare Apps/Platforms. Research Problem Identifying the factors causing less adoption of digital healthcare apps and platforms. With the evolutionary era of healthcare industry in progress, digitalization in this industry is not a new spectrum. But surprisingly this industry has not adapted to the digital platforms till now. People still prefer local pharmacist and local chemist over digital Medicare apps. To understand the underlying issues, we are conducting this research. Research Objectives 1. To understand the perspective of people towards the concept of digital healthcare apps. 2. To understand the influence of factors which influence people in choosing digital healthcare apps. 3. To find the gaps which are created in market with prevents people to frequently use digital healthcare apps. Literature review There have been several focus group discussion methods being used in past to determine the features acceptance and ideology of people with respect to digital healthcare apps along with several aspects affecting their use and downloads. ‘Five crucial challenges in digital healthcare apps’ by Nicolas Cummins and Bjorn W. Schuttler is a study of how and why people prefer to use digital healthcare apps/platforms. We have considered the findings of the same to draw connection with our research and support our findings. Methodology To find useful insights we have used interview research method. Interview research was conducted to better understand targeted subjects’ opinions, behavior, experiences and parameters involved in making a decision. Furthermore, to collect in-depth information open-ended questions were raised and analysis was done. The respondents were expected to express their answers true to their experiences to allow legitimate observations and analysis.
  • 4. 3 SAMPLE SIZE: We have taken a sample size of 23 people with varying range of age. We distributed group age in 3 divisions. The divisions were solely on the basis of usage frequency. Group 1 was having age group below 30.The second group age was between 30-45 and lastly last age group was people above the age of 45. We took varying age group as to get as highly efficient results as possible. Duration of interview: Duration of interview was from 2 to 3 minutes as we wanted brief answers and our focus was on trigger words majorly. Sample Description: We have formulated a set of in total 18 questions, out of which 15 were more of descriptive and the remaining 3 were a yes/no type. We recorded their answers and then analyzed them in JMP accordingly. Interview Data analysis (Software): We did our analysis on three broad perspectives, following were our 3 analysis: 1. Question Wise Analysis 2. Overall Analysis 3. Phrases Analysis QUESTION WISE ANALYSIS:
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  • 11. 10 MANUAL ANALYSIS: We found that the major positives for using digital healthcare apps are: 1. Discounts 2. Coupons 3. Quality Also we found that major bottlenecks are the following: 1. Privacy breaches 2. Delivery time 3. Trust Now the delivery services should start focusing more on building trust by trying to prevent privacy breaches. Also they need to focus on their operational efficiency to reduce delivery time. Also these healthcare services should keep maintaining their discount algorithms as they are attracting customers very well. They should keep continuing this.
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  • 15. 14 Annexures 1. Google Form: shorturl.at/BXZ78 References [1] Perceptions Surrounding Mobile Dating Applications and the Use of Tinder: A Focus Group Study