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Marketing Plan for App - "Doctor Uncle"
- 1. Because everyone deservesa doctor. Doctor Uncle MARKETING PLAN FOR ANDROID APP
- 2. 1.2 MILLION CHILDREN DIED OF PREVENTABLE DISEASESIN 2015 ALONE
- 3. India is OVERPOPULATED There isjust 1 doctor for every 2000 persons
- 4. THE SITUATION WORSENSIN RURAL INDIA RURAL INDIA HAS 72% OF THE POPULATION (742 MILLION) AND ONLY 8% OF COUNTRY’S DOCTORS
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- 6. EXECUTIVE THE SUMMARY THE “DOCTOR UNCLE”COMPANY IS LOOKING TO LAUNCH ITS OWN APP FOR THE HEALTHCARE INDUSTRY OF INDIA. THE APP IS BEING LAUNCHED WITH AN OBJECTIVE TO EASE AND BETTER THE PRESENT HEALTHCARE SCENARIO IN INDIA CERTAIN STRATEGIES AND TACTIC THAT THE COMPANY IS LOOKING TO IMPLEMENT FOR APP’S MARKETING ARE LISTED IN THIS PRESENTATION
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- 8. ANALYSIS AND SOLUTION MARKETOVERVIEW TARGET APP 01 02 03 SITUATIONAL ANALYSIS
- 9. SITUATIONAL ANALYSIS • MAJORITYOF INDIA’S POPULATION LIVES IN THE RURAL AREAS (72%). THESE AREAS NEED HEALTHCARE THE MOST. BUT INSTEAD, MOST DOCTORS (92%). PRACTICE IN URBAN AREAS. • EVERYDAY THOUSANDS OF PEOPLE ARE DYING IN INDIA, BECAUSE OF LACK OF BASIC CARE. • SOME PEOPLE EVEN LACK THE BASIC KNOWLEDGE ABOUT SYMPTOMS AND STILL BELIEVE IN AGE OLD MYTHS. • EVEN IN URBAN AREAS, PEOPLE ARE TOO BUSY TO WAIT AT CLINICS FOR APPOINTMENTS
- 10. • WE CANNOTFORCE DOCTORS TO GO TO RURAL AREAS, BUT WE CAN BRING THE PATIENTS TO THEM. • TODAY, MOBILE PENETRATION IN INDIA IS ALMOST 100% SMARTPHONE PENETRATION IN INDIA IS 35%, AND IT IS RISING AT A STEEP RATE. • PATIENTS CAN EASILY REACH OUT TO DOCTORS USING THEIR PHONES • THIS WILL MAKE HEALTHCARE EASILY ACCESSIBLE TO MORE PEOPLE S LUTION
- 11. INTRODUCING DOCTOR UNCLE YOURONE STOP DESTINATION FOR ALL HEALTHCARE REQUIREMENTS NO LONGER WAITING IN LONG QUEUES FOR CONSULTATION NOW GET DOCTORS ON YOUR PHONE Doctor Uncle
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- 13. 1. ENTER YOURSPECIFIC REQUIREMENT 2. FILTER YOUR SEARCH RESULTS 3. SELECT FROM A LIST OF DOCTORS
- 14. 4. YOU CANBROWSE THROUGH DOCTOR’S RECORDS 5.CHAT WITH THE DOCTOR ONLINE/AT CLINIC
- 15. MARKET OVERVIEW HEALTHCARE HAS BECOMEONE OF INDIA’S LARGEST SECTORS - BOTH IN TERMS OF REVENUE AND EMPLOYMENT. THE OVERALL INDIAN HEALTHCARE MARKET IS WORTH AROUND US$ 100 BILLION AND IS EXPECTED TO GROW TO US$ 280 BILLION BY 2020 THE TELEMEDICINE MARKET IN INDIA IS VALUED AT US$ 7.5 MILLION CURRENTLY AND IS EXPECTED TO GROW AT A CAGR OF 20 PER CENT TO REACH US$ 18.7 MILLION BY 2017.
- 16. TARGET MARKET DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC AGE : 18-45 GENDER: BOTH INCOME : LOWER-MIDDLE, MIDDLE CITIES, TOWNS. PARTICULARLY UPCOMING TOWNS PEOPLE WHO ARE TOO LAZY TO GO TO CLINICS PEOPLE WHO DON’T HAVE ACCESS TO DOCTORS
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- 18. SEPTEMBER’17 APP LAUNCH IN 3CITIES DECEMBER’17 7 CITIES 300,000 DOWNLOADS APRIL’17 15 CITIES 600,000 DOWNLOADS 1ST FISCAL YEAR 1 MILLION DOWNLOADS 2ND FISCAL YEAR 15 BRANDS 2.5 MILLION DOWNLOADS 3RD FISCAL YEAR ALL OVER INDIA APP LAUNCH ALL-ROUND CHECKUP PARTNERSHIP WITH HOSPITALS GOALS
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- 20. COLLABORATORS COMPETITORS POINTS OF PARITY POINTSOF DIFFERENCE 01 02 03 04 STRATEGY
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- 24. POINTS OF DIFFERENCE THE PROFILES OFDOCTORS AND PATIENTS WILL BE SYNCED WITH SOCIAL MEDIA ACCOUNTS. A NEW FEATURE TO FIND DOCTORS NEARBY, BASED ON USER’S CURRENT LOCATION. THERE WILL BE AN OPTION WHERE YOU CAN INVITE YOUR DOCTOR TO USE THE APP. YOU CAN CHOOSE ONE PHYSICIAN AS A FAMILY DOCTOR, SOMEONE WHO YOU TRUST. MEETINGS WITH THESE DOCTOR WOULD BE PAID BY US. THERE WILL BE A GUIDE TO HELP YOU WITH BASIC TREATMENTS THE APP WILL BE LAUNCHED IN 10 INDIAN LANGUAGES, APART FROM ENGLISH AND HINDI.
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- 26. FREE FEATURES PREMIUM FEATURES VALUEPROPOSITION 01 02 03TACTICS
- 27. FREE FEATURES SETTING UP ACCOUNTAND LOGGING IN BROWSING VARIOUS DOCTORS ORGERING MEDICINES THROUGH OUR ONLINE STORE MEDICAL TREATMENT FILES - WITH INFORMATION ABOUT FIRST AID AND BASIC TREATMENT CHAT BOT - TO GUIDE YOU THROUGH THE PROCESS FAMILY PHYSICIAN WITHOUT ANY FEES
- 28. PREMIUM FEATURES 24 X 7DOCTOR-ON-CALL PERSONAL VISIT EVERY 6 MONTHS FOR A FREE FULL BODY CHECK UP MONTHLY SPECIALITY OFFERS HEALTH INSSURANCE
- 29. VALUE PROPOSITION USERS DOCTORS QUALITY DOCTORS CONFIDENTIALITY SAVESTIME REMOTELY ACCESSIBLE MORE VISIBILITY EXTRA INCOME SAVES TIME COMFORT
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- 32. CEO Finance Team Operations Team MarketingTeam Logistics Team Technical Team INFRASTRUCTURE
- 33. APP TESTING, OFFICIALLAUNCH AND PRESS RELEASE. PROMOTION OF APP AMONG DOCTORS. PREPARE CALENDAR WITH DATE OF RELEASE OF NEWS, ANNOUNCEMENTS AND PROMOTIONAL ACTIVITIES. PROMOTION OF THE APP ON ALL SOCIAL MEDIA NETWORKING SITES, FEATURING OF THE APP’S TEASER ON YOUTUBE AND CREATION OF BLOG POSTS GETTING FEATURED ON MAJOR APP REVIEW SITES AND UPDATING THE FEATURES OF APP. DEVELOPING STRATEGIES TO MAINTAIN CUSTOMER RETENTION AND GROWTH S C H E D U L E
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- 35. DISCLAIMER THIS PRESENTATION HASBEEN PREPARED BY VISHRUT SHAH, BITS PILANI IN FULFILLMENT OF THE REQUIREMENTS OF THE MARKETING MANAGEMENT INTERNSHIP PURSUED UNDER THE MENTORSHIP OF PROFESSOR SAMEER MATHUR, IIM LUCKNOW PROF. SAMEER MATHURVISHRUT SHAH