Marketing plan for We care, a service based app catering to the health care and entertainment needs of senior citizens.Assignment carried out during a summer internship with Prof. Sameer Mathur

1. WE CARE

7. How resuring does it feel to know that the elders at
home are healthy,relaxed and entertained at home?

8. Don’t you think it is time to give our parents a
comfortable life?

9. That is where WE CARE app
based service steps in!

11. Executive Summary
The We care app is a service provider which caters to both health and entertainment needs
of the user under the same roof.
The central idea is to ensure that medicines are delivered to the customers doorstep by just
uploading a picture of the prescription without them having to make any additional calls
and foregoing the travel troubles. Also the main attraction would be that the regular long
term medicines would be automatically delivered on monthly or weekly basis without any
further following up unless a new prescription is added.

12. Executive Summary
The app will have regular alarm reminders according to the
prescription which will get autofed.
The another additional feature of the app would be that it
contains a vast collection of movies,videos and music
according to the likes of the senior citizens which will be
updated on a regular basis.

13. Executive summary
The aspect where this app will stand out is that it will have a
feature where accounts can be linked together so that it
facilitates the children to keep a check on their parents or
relatives.
The app will also have a feature of ordering of medicines for an
user from a linked account and permit payment online.The
linked accounts will also allow viewing the uploaded
prescriptions and medicine timings sheet.
Also it will ensure that parents feel loved by giving the children
an opportunity to suggest movies and songs that the elders
can watch from the site.

14. Whats the situation like?

16. Company overview
The idea is relatively new in the aspect that it is
concentrating on catering to the senior citizens and is
bringing together two diverse categories of health care
and entertainment, building the concept on love and
care.
It mainly focuses on providing comfort and fulfilling
basic needs.
It boasts of entering the market at the right time as the
usage of smart phone amongst senior citizens has been
increasing across the world.

17. Market overview
Competition-apps such as Pharmaeasy and medical
store websites such as hetero.com
Customers-Dominated by senior citizens and middle
aged population.The customers would be brand loyal
as the app is focused on a continuously existing need.
Collaboration- with a medical store such as Apollo
which already over 2,000 stores located would be
cruticial.Also ties with entertainment channels such as
Youtube and Netflix would be necessary.

18. Target customers

20. Goals
Launch the app as a free version and premium version
containing additional services such as nurse at home and a
wide range of multi language movies and music to choose
from, on Google play and App store .
Get 5000 downloads during the first two week period launch
and try to achieve around 50,000 active users by the end of
the first year.
Ensure atleast 7,00 people opt for the premium option and
importantly gain customer appretiation so that the users keep
increasing.

21. Strategy

23. Points of parity
Catering exclusively to the entertainment and health care
needs of senior citizens.
User friendly design simplifying the process
Making payment easier by linking various accounts.
Value
The only existing app that ties both
entertainment and health care.
Being specifically designed for the target
segment of senior citizens additional
comforts such as huge font text, audio
powered messages and one time address
entry.

24. Partner in crime!

25. Health care
The main collaborator would be an organization such
as Apollo pharmacy as they already have
1) well established network of stores providing home
delivery service
2)Located through out the country.
Entertainment
The main collaborators would be youtube because the
videos can be collected from already existing data and
Netflix to cater for premium members to fulfill specific
movies and songs order.

26. What is in it for
them?

27. Health care
Sales would increase as they end up being the only
source for the users. Avoid brand competition.
Bag long term customers.
Entertainment
Youtube would increase the number of views and
thereby revenue through ads would increase. Also they
can target senior citizen based advertising agencies.
Netflix will be paid based on montly basis.

29. Major competition would
be from apps such as
Pharmaeasy and medical
store websites such as
hetero.com but We care
will stand out by being
exclusive to target
segment.

30. TACTICS

31. Emerge as a company known
for reliability and integrity

32. The premium version would be priced at $ 8.5 per month for
entertainment section and annual pricing at $ 50( based on
the average Netflix price) and at home nurse prices wil be
varied according to the frequency of number of visits. As an
incentive utilizing both the services would give an additional
5% discount on medicine bills.

33. INCENTIVES!!!

34. 1)5% off on all medicines
2)Premium members pay for 11 months and we
serve you for free during the next month
3) Additional 5% off on long usage medicenes
after first 3 months.
4)Once 2 members of a linked account upgrade
to premium, 3rd member will automatically be
given access to the premium entertainment
channel.

36. To introduce the
service- #we care
throw a challenge at
people to upload a
picture with their
parents and
grandparents.
#we care redirects to
the homepage of the
app containing the
details and the
thought behind the
challenge. Will spread
like wild fire as
people are
networking crazy

37. Maximum publicity!!!

38. Utilize collaboration with medical stores to inform their
already existing customers.

39. Spread information about the app by handing out brouchures
during health camps.

41. Order from customer
Implementation
Process order and
send to medical
store
Medical store
delivers the
product to
customer
Once confirmation is
received from medical
store send a message
to customer
Collect feedback
and review

43. Evaluate performance by giving keen
importance to reviews submitted
regarding the app.
Conduct periodic surveys to help
improvise the marketing plan.
Organise activities for the customers
to facilitate relation build with the
company.

46. Created by Manogna Dhodda,BMSCE
Bangalore during an internship with
Professor Sameer Mathur,IIM Lucknow.