This document is a summer internship project report for Stemade Biotech Pvt. Ltd on market research and concept selling for dental stem cell banking. The objectives were to promote the concept to doctors, assess awareness and interest levels, and explore the scope and challenges. The intern met with 113 doctors total through surveys and interviews. Key findings included low overall awareness, especially among GPs. Sources of awareness varied by specialty. While most doctors viewed the concept positively, many had concerns about expenses, practicality or marketing activities. The intern provided recommendations on promotion strategies and doctors to approach further.

1. Summer Internship Project Report
On
Market Research & Concept Selling for
Dental Stem Cells Banking
Prepared and Presented To
Company’s Guide Name
Mr. Prashant Kamble
City Head, Stemade Biotech Pvt.
Ltd., Pune
Manjusha Dharmadhikari
Team Leader, Stemade Biotech Pvt.
Ltd.
By
Manu Singh Baghel
Institute of Management
Development & Research, Pune

2. Acknowledgement
•
Whenever and whatever I have presented today has been possible by
the
supervision
of
Mr.
Prashant
Kamble(
City
Head,
Stemade,
Pune),
Manjusha
Dharmadhikari
(Team
Leader, Stemade) who allotted me this project and without their
supervision and guidance this report might not have been completed.
•
I also like to convey great regards to all the respective staff members
and Stemade employees Dr. Nilesh Kumar Dubey (Senior
Doctor, Stemade), Mr. Yatish Kulkarni (HR, Stemade) for their
constructive criticism along with those noble hearts who directly or
indirectly helped me to successfully complete this summer internship
project.
•
Last but not the least I would like to thank all the doctors I have met on
the field for their precious time, patience and feedbacks without which I
might not have completed my project.

3. Objectives of this report
•
To meet doctors and promote them the concept of Dental Stem Cell Banking.
•
To check their awareness level towards stem cell banking concept specially Dental Stem
Cell Banking.
•
To find out their interest level towards the concept
•
To check their attitude towards this concept after proper explanation about the benefits
associated with this concept.
•
To experience and assess the real on field scenario and scope associated with dental
stem cell banking
•
To enlist the problems and difficulties and generalize overall approach for this concept.
•
To provide suggestions and modification needed in the current promotional strategy.
•
To explore the possibilities for the growth of dental stem cell banking concept.

4. About Stemade and the concept
•
India's first private dental stem cell bank.
•
Vision - Your companion towards a healthy tomorrow.
•
Mission - Innovate, Evolve and Thrive In Emerging
Markets
•
Made it possible to extract valuable stem cells; from
primary teeth (milk teeth) of children and wisdom teeth.
•
Giving you the potential to shield you and your family from
critical health concerns

5. 3 phase Marketing project
• First Phase (5 Days) – Surveying and Data
collection
• Second Phase (1 Month) – Meeting doctors
(General
Physicians,
Paediatricians
and
Dentists)
• Third
Phase
(2
Weeks)
–
classify, segmentize, analyse the findings.
To

6. Research Methodology
•
•
Research Design – descriptive research.
Data Source – primary data
 Medical Stores in the first phase
 Meeting doctors in the second phase
•
Research Approach – depth studies of doctor’s approach in 3 levels
•
Research Instrument – individual structured interview
•
Types of Questions – open and close ended questions
•
Sampling – non probability and stratified sampling
•
Sample Size – 113 (53 GPs, 15 paediatricians and 45 dentists)

7. First phase (5 Days)
•
Visiting medical stores and gathering information
•


Factors –
Area wise response
Not so much intellectual
•
Change of strategy
•
Visiting on a typical time
•
Incomplete or generalize information
•
Mock calls session
•
Getting familiar with demography.

8. Second Phase (5th - 30th May)
•
Questionnaire only a framework
•
Doctors eager to meet students, Interested in personal conversation
•




Area wise availabilities of doctors
Elite class
Number of patients
Fees
Commercial places
•





Adopting different strategies –
Body gestures
Segment interested
Time provided
Their perception
Explanation required
•
Varying interest and response level

9. Third Phase (1st July – 14th July)
Findings, Classification & Analysis
• Regarding Awareness Level –
• Overall Classification –
15; 13%
45; 40%
Paediatrician
GP
53; 47%
• Overall awareness -
Dentist
22; 19%
Aware about stem cell
banking
91; 81%
No awareness at all

10. • Awareness regarding –
• Paediatricians ::
0
4
11
Awareness
regarding
Dental pulp
6
8; 18%
Aware about
stem cell banking
37; 82%
Awareness
regarding
Dental pulp
Other stem cell
bankings
No awareness
at all
15
• Dentists ::
Aware about
stem cell
banking
31
No awareness at
all
Other stem
cell bankings
• GPs ::
14; 26%
39; 74%
6
Aware about
stem cell banking
No awareness at
all
• Suggestions –
•
Approach more GPs & Paediatricians
•
Cover B.H.M.S. & B.A.M.S. also
33
Awareness
regarding Dental
pulp
Other stem cell
bankings

11. Sources for awareness –
Company MR
• Paediatricians ::
4; 15%
3; 11%
CME/Conferences
4; 15%
Journals/Magazines/Newspaper
s
Internet
9; 33%
7; 26%
Others (Studies/Practise/Family
Members/Collegues)
Company MR
10; 15%
• Dentists ::
CME/Conferences
12; 18%
9; 14%
Journals/Magazines/Newspapers
20; 30%
15; 23%
Others (Studies/Practise/Family
Members/Collegues)
3; 5%
• GPs ::
Company MR
12; 21%
CME/Conferences
21; 37%
7; 12%
Internet
Journals/Magazines/Newspapers
Internet
14; 25%
Others (Studies/Practise/Family
Members/Collegues)

12. Company MR
• Overall ::
26; 17%
18; 12%
CME/Conferences
21; 14%
50; 33%
36; 24%
Journals/Magazines/Newspapers
Internet
Others (Studies/Practise/Family
Members/Collegues)
• Suggestions –
•
1st step  personal interactions with GPs
•
2nd step  e- marketing and digital marketing
•
3rd step  conferences
•
Aggressive marketing to tackle other concepts

13. Findings on Attitude level –
• Overall recommendations –
3; 3%
17; 15%
will recommend
93; 82%
will not recommend
cannot say/depends
Paediatricians ::
Dentists ::
0; 0%
9; 20%
0; 0%
will recommend
will recommend
4; 27%
36; 80%
11; 73%
will not recommend
cannot say/depends
will not
recommend
cannot
say/depends
4; 7%
3; 6%
will recommend
GPs ::
will not recommend
46; 87%
cannot say/depends

14. Overall attitude –
Doctor’s Overall View ::
4; 3%
21; 15%
Good/Fine/Innovative concept
11; 8%
73; 52%
8; 5%
Non/Less convincing
Not practical/Futuristic
Under Research
24; 17%
Expenses
Illegal/Unethical

15. Attitude towards Marketing Activities from Stemade side –
• Paediatricians ::
7
ok with marketing
activities
8
do not want maketing
activities
• Dentists ::
10; 22%
ok with marketing
activities
35; 78%
• GPs ::
do not want maketing
activities
Overall ::
15; 28%
ok with marketing
activities
38; 72%
do not want maketing
activities
31; 27%
ok with marketing
activities
82; 73%
•
Presentations should be there
•
Concept is for GPs and paediatricians also
do not want maketing
activities

16. Attitude towards getting associated with Stemade –
• Paediatricians ::
3; 20%
yes
2; 13%
10; 67%
no
limited association
• Dentists ::
6; 13%
9; 20%
yes
30; 67%
no
limited association
• GPs ::
12; 23%
8; 15%
yes
33; 62%
no
limited association

17. • Overall ::
23; 20%
yes
17; 15%
73; 65%
no
limited association
• Suggestions –
•
Conferences for individual medical associations
•
Decreasing response as towards marketing
•
Further approach is obvious  awareness of benefits associated
• Create a buzz
 Go for advertisement promotion
 Digital & print media

18. Final findings on action (approaching) level –
• Paediatricians ::
2, 13%
to be approached
no need to approach
further
13, 87%
• Dentists ::
5, 11%
to be approached
40, 89%
no need to approach
further
• GPs ::
16, 30%
to be approached
37, 70%
no need to approach
further

19. • Overall doctors whom to approach –
23, 22%
to be approached
80, 78%
no need to approach further
• Reason not to approach these 23 doctors 7
11
not interest in the
concept/not in favour
one doctor covers other
5
not elite class doctor

20. Efforts and Problems throughout the Internship
•
Different doctor ; different human ; different perception
•
Generalization not possible
•
New strategies every time
•
Have to be momentous
•
Recognize body language, facial expressions
•
Busy schedule  Wrap up in time
•
Not to miss out any crucial point

21. •
Same answer for same query is not convincing
•
Grasp ant focus on segments they are interested
•
Rain  a devastating factor
•



Cancelled Appointments and meetings
Rain
Busy schedule
Multiple locations
•
Receptionist as a third party
•
Are wise availability and responses