This document presents a marketing plan for genetic testing. It aims to collect data from family members of cancer and diabetes patients to assess awareness and create a marketing strategy. The plan involves market research, defining the target customers and unique value proposition. It proposes awareness campaigns using various media like press releases, websites, social media before and after launching the genetic testing services. Pricing and survey results are also presented which found that the main reason people don't undergo genetic testing is low awareness. The marketing plan aims to increase awareness and convince more people by providing additional services and pricing plans.
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3. Objective
Genetic testing, which includes genetic counseling, is
an interactive process involving the patient and
his/her family.
Creating a marketing plan for genetic testing.
To collect the data from family members and known
people of cancer and diabetic patients.
This helps us to check the awareness among the
people about the doubt of genetic testing.
To make the marketing strategy for genetic testing.
4. INTRODUCTION
What Is Genetic Testing ?
Genetic Testing is used to detect inherited disease causing
genes or disease-causing mutations that may have arisen
spontaneously over time.
How Genetic Testing Is Done ?
Genetic testing is performed by first taking a blood, saliva,
Hair, Skin sample from a patient. The DNA is then isolated
from the cells in the sample.
The results of genetic testing are typically delivered to the
patient by a genetic counselor or physician, who will then
discuss various preventative measures or treatment
options.
7. Marketing Plan
Market Research -:
Study Our Competition
Target the Ideal Customers
Create the Unique Value Proposition
Define our marketing strategy and tactics
Test our Concept and Marketing approach
Roll out our campaign
Know our product’s lifecycle
8. Market Strategy
Once the goal is achieved now we have to design a marketing
strategy.
Building awareness before and during a product launch
Create press release for the product launch.
Reach out to the press
Update the website to announce new services
Use Twitter.
Garner Endorsements
Use Advertising.
Build Demand
Create Email Campaigns
Create Referral Campaigns
Hold contest
Attend Tradeshows
9. Pricing -
PRINT MEDIA –
Sample of the advertisement which is to be printed in
all the newspapers one month prior to the launch of
the services. It is being done to create the maximum
awareness as possible.
10.
11. Methodology
PRIMARY DATA:
The survey was conducted with the help of
questionnaires. The questionnaires were filled by the
family members of the diabetic and cancer patients.
SECONDARY DATA:
Other information has been taken from Wikipedia.
13. 40.50%
11.90%
40.50%
Do you know what sample is used for Genetic
Testing ?
blood
saliva
tissue
internal body fluids
don't know
other
14. For what is genetic testing used?
2-4.80%
6-14.3%
8-19%
17-40.50%
7- 16.70%
2- 4.8%
2-4.8%
13-31%
0
0.00% 500.00% 1000.00% 1500.00% 2000.00%
identity
parentage
indication
confirmation
if prone
ancestar
research
don’t'know
others
Series 3
Series 1
15. 21.40%
14.30%
52.40%
11.90%
Would you be interested to undergo genetic
testing if it help you to understand if you have a
chance to get a disease?
yes
no
may be
need more info to
decide
16. 39.40%
18.20%
9.10%
12.10%
12.10%
If not yes in previous ques. Why you have doubt
about undergoing testing?
not aware
no value
not worth devoting time
not usefull
afraid of outcome
costly
hesitent
17. 19%
23.80%57.10%
If the following additional services are provided ,
will it convince you more to undergo genetic
testing?
yes
no
maybe
18. 94.70%
5%
How much are you willing to pay without the
additional services provided above?
upto -5000
5001 - 10001
10001 - 20000
above 20000
19. Conclusion -
From the survey conducted, we can conclude that the main
reason for not taking this test is low level of awareness
among the masses. The people surveyed had no clue about
what sample is being used, what is the purpose of the test
and what is the cost for this test. Thus, in order to lure
people to undergo this test, we need to first make them
aware about this test and also we should tell them about
the pricing plan for this test. Moreover, we have to convince
them that why this test is as good as a blood test.