Healcare is launching a new medical app that aims to serve as a "medical assistant" for users. The app will provide various healthcare services such as consulting doctors, ordering medicines, finding blood donors, and stress counseling all in one platform. It seeks to target health conscious users, particularly the elderly, by offering an affordable and convenient alternative to traditional offline medical care. The app will collaborate with hospitals, doctors, and other medical professionals to deliver its services and generate revenue through medical advertisements, appointments, and online orders over the next 4-5 years.

1. Marketing Plan for a new
Android App

2. Healcare
A lifeline app

3. • Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation

4. Executive
Summary

5. • Healthcare is one of the most
essential field in the current and
upcoming generations
• Medical Emergency is the need of
the hour in this "fast growing" world

6. The app market space is expanding. The
worldwide medical technology market has
escalated to a sum total value is likely to
reach $477.5 billion by 2020, expanding at an
annual rate of 4.1 percent on the next five
decades, according to a market research
company Evaluate Ltd.

7. • Research suggests that the future of
medical users will be all online with
lesser scope for offline
• So a 24*7 medical assistance is
necessary especially to adults and elderly
people

8. Here comes
the rescue to
all your health
issues

10. • Introducing Healcare, an app that serves as a
medical companion to every person
• It provides one step Platform for solving any health
related issues of the customers
• Its all in one click of the app for emergency
purposes such as consulting personal Doctors,
ordering medicines, needing Blood of certain
Blood Group, counselling for stress issues and
many more…

11. Situation
Analysis

12. Company
Overview

13. Core Competencies
• Collaboration with top medical experts and hospitals
• Authentic Distribution of Medicines
• Nationwide connection with medical institutes
• Most helpful Blood Bank Database
• Trained Psychologists for counselling
• Fitness Level Tracking

14. Strategic Assets
• Wide User base as no one can be 100 percent
healthy
• Healthcare field is permanent
• Medical Advertisements adding revenue
• Attracting customers from various private medical
channels

15. Current Product Line
• Medicine
• Health
• Hygiene
• Fitness
• Wellness
• Protection
• Lifestyle
Domains
• Casualty
• Diagnostics
• Counselling
• Online Orders
• Health Articles
• Fitness Tips
• Check Ups
Features

16. •
• "Healcare" will be positioned itself as a "Medical App
Assistant" to the people
• It will serve as one big source of Healthcare benefits
that many consumers will tend to use in case of illness
• It will occupy a unique position in Market hoping to
garner a greater market share since it serves
multipurposely than its competitors
Market Position

17. Market
Overview

18. Sales
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Potential Customers
33%
27%
20%
13%
7%
Age Wise Distribution
Elders
Babies
School Children
Adults
College Students

19. Notable Global Healthcare Apps
• Docasap - Search for Doctors and appointments
• Practo - Book Doctors, Labs, Gyms, Spa & Salon
• Doctor Now - Personalised Video Calls to Doctors
• Skyscape - Medical Library and Nursing References
• Medscape - Medical News, Clinical Trials, Guidelines
• TouchCare - Video Appointments with Physician
• Epocrates - Drug Information and Interaction
• Isabel - Diagnosis Assistance

20. Strengths
• Serves "Multi-purposes"
• Not much prevalent competition
currently in India
• Consumers started preferring online
than offline
• Relatively cheaper alternative
• Large connection with field experts

21. Weaknesses
• Authenticity of Medicine distribution
• Currently less relative awareness for
online medical care
• Expert appointments may be costly
• Offline medical sellers' opposition

22. Opportunities
• Internet resource widely available
• Plenty of medical related information
• Extensive use of smartphones
• Need of the hour for elderly people
emergency

23. Threats
• Medicine distribution going out of rules
• Revenue may decrease if experts
demand more
• Illegal use of medicines
• Difficult to get many efficient doctors
and counsellors
• App to be approved by FDA

25. -
Demographic Segmentation
Age - Mainly Elder People ( ~ above 50 years)
Income - Middle and Upper Class
Education - Anyone can operate smartphone these days !
Generation - Current and Upcoming

26. Psychographic Segmentation
City Urban - High work Stress
CityRural - medium stress
Rural - low work stress, high income stress

27. Goal

28. • Time Frame: 4-5 years
• Downloads- 10million +
• Doctor Count- over 200k+
• Monthly Appointments- 50k+
• Unique Customers- 10 million

29. Strategy

30. Target Market
Customer Needs
• Regular Health Check ups
• Instant Healthcare Tips
• Emergency Casualty 24*7
• Faster online facilities
• Friendly app interface

31. Distinguishing Characteristics of Consumers
• People who are health conscious
• Affordable Users- Middle and Higher class
• People with higher workload prefer online
• Regular Smartphone Users

32. Collaborators
• Professional Doctors
• Medicine Suppliers
• Recognized Hospitals and Medical Institutes
• Blood Banks
• Experienced Counselors

33. Their Strategic Goals
• Shared Revenue
• Channel Publicity and Promotion
• Positive Recognition and Credit
• Gain New Consumers
• Establish Brand Image

34. Healcare's Strategic Business Unit
• Marketing, Communication and Distribution
• Finance and Accounts
• Human Resource
• Public Relations
• Business Development

35. Key Stakeholders
• Doctors
• Counsellers
• Suppliers
• Hospitals
• Medical Institutes
• Investors
• Employees

36. Points of Parity
• Ordering Medicines Online
• Booking Doctors Appointment
• Health Checkups and Tips
• Fitness Tracker

37. Points of Difference
• All in One Platform
• Emergency Blood requirement
• Everything related to healthcare available
under one roof
• Many Competitors facilitate professionals than
general consumers

38. Situational Contexts
• Mobile App Market is getting bigger
• In 2015, 1 billion smartphones are sold
• Average mobile app user spends more than 30 hours a month on more than two dozen
apps
• By 2017, its expected that over 268 billion downloads will generate $77 billion worth of
revenue.
• 46 percent of app users report having paid for their apps

39. Tactics

40. Product Benefits
Free Features
• Finding and connecting with Blood Donor
in tieup with Hospitals
• Regular Health Tip Articles
• Fitness Tracker
• Primary Health Check Ups

41. Premium Features
• Personal Video Call with Physician
• Medicine Distribution
• Doctor Appointments
• Additional Health Tips from Experts
• Extra Counselling Offer

42. • Name Healcare
• Symbol
• Slogan Lifeline App
• Jingle Livelong…Lifelong…
Brand !

43. Price
• Doctors Consultation Fee + Booking
Charges
• Medicine MRP + Home Delivery Charges
(wherever applicable)
• Video Call – Rs 400 / 30 Min
• Deal with Doctors Revenue

44. Incentives
• Booking Charge is Less on subsequent app usage
• Lesser Product rate for buying more items
• Free Home Delivery for Bulk Orders
• Cashback offers for app invites and installs
• Free Consultations on special occasions, eg.
Mothers Day, Cancer Day etc.

45. Implementation

46. • Infrastructure: An excellent working team consisting mainly of
IITians, NITians and entrepreneurs and start up enthusiasts
• Processes: A typical Start Up company Implementation
process with applied innovation and technology
• Schedule: Preliminary Schedule Plan for first 1 year
Secondary plan for consecutive years

47. Credits
• https://www.entrepreneur.com/article/236832
• http://www.statista.com/statistics/269025/worldwide-mobile-app-revenue-forecast/
• http://www.imedicalapps.com/2011/01/top-free-android-medical-apps-healthcare-
professionals/4/
• http://blog.capterra.com/top-7-medical-apps-for-doctors/
• http://www.modernhealthcare.com/article/20151128/MAGAZINE/311289981
• https://pbrain.hypermart.net/apps-that-might-replace-a-doctors-appointment-in-the-
future.html
• http://searchhealthit.techtarget.com/feature/Consumers-providers-adopt-online-doctor-
appointment-scheduling
• http://www.cio.com/article/2981354/health/can-you-trust-your-healthcare-app.html
• http://yourstory.com/2014/08/practo-growth-story/

48. DISCLAIMER
These slides were done by B V Dinesh, IIT Hyderabad,
as part of an Internship Project under the guidance of
Prof. Sameer Mathur, IIM Lucknow.