1. Ritu Yellaram
Shruti Patil
Rucha Khot
Monish Shah
Alok Badamikar
Melissa Pinto
Marketing Management

2. ‘Entry & Launch Of A New Medical Care Hospital In India’.
(An Audio Visual Advertisement was shown here)
Idea
generation
Idea
Screening
Concept
Developmen
t and testing
Marketing
strategy
development
Business
Analysis
Operational
Plan
Market
testing
Marketing Management

3. Marketing Management

4. Medical Care
Specialisations
Dental Clinics
Multi Speciality
Hospitals
Hospitals With
Complete
Infrastructure
Speciality Clinics
Ayurveda
Eye Care Clinics
Medical Tourism
Skin Care Clinics
Homoepathy
Fertility Clinics
Cosmetology
Panchakarma
Cardiology
Clinics
Aroma Therapy
Marketing Management

5. Mr. Gokhale stays with his wife in Pune and his only daughter stays in
Mumbai
He consulted a local doctor when he had minor fever
Local doctors gave some medicines thinking that it’s a minor fever
After a health checkup in hospital it was detected that he has CANCER
Now , he is undergoing a treatment for cancer
For every visit to hospital his wife has to arrange a cab and Mr. Gokhale
has to wait for about 1 hr for his turn to see the doctor. The actual
treatment takes only 10 mins of time.
Marketing Management

6. An old couple staying alone in their house
Lady was working in her room and she slipped
She tried calling out her husband who was in another room and she couldn’t
reach out to him as he had a hearing problem.
After sometime he went to the room where his wife slipped and he tried
contacting his son for help but he couldn’t reach him too.
Since he saw her wife under pain he took her to hospital with difficulties
The old man was nervous and did not have another option but going to
hospital alone. If he was able to reach his son through phone he wouldn’t
have faced such difficulties.
Marketing Management

7. Marketing Management

8. • Observations From The Case Studies
• Products/Services already existing in the market.
• Study of existing players in different segments.
(Dr. Batra – Cosmetology, Ziecon – Dental Clinics, Life
spring – Fertility Clinics)
• Scope Analysis and scrutiny
• Unaddressed needs identification
• Idea creation
Marketing Management

9. Marketing Management

10. •
•
•
•
•
•
•
•
Care taker/Mentor
Health, fitness data documentation
Closed loop monitoring system
Emergency assistance
To eliminate wastage of time and energy during visits
of the hospitals.
Central Database
Smart Card
Extended plan – Medical Tourism
Hassle-free, Stress-free, Reachable Medical Service
Marketing Management

11. Marketing Management

12. MARKET RESEARCH
ANALYSIS
SWOT ANALYSIS
POSITIONING
TARGETING
DISTRIBUTION
CHANNELS
GAP MODEL
MARKETING MIX
SEGMENTATION
Marketing Management

13. •
•
•
•
•
Survey
Questionnaires
Interviews
(Respondents – 50;
different age and
income groups)
Data Collection and
Analysis
Conclusion
Marketing Management

14. SWOT Analysis
STRENGTHS
WEAKNESS
1.Novel idea
2.Price
3.Strategic positioning
4.Distribution Network
5.Customer base for pharmacy shop
6.Fast, hassle free, speed dial services
1.New business area
2.High level of outsourcing
3.Lack of brand awareness
4.Staffing
SWOT
ANALYSIS
OPPORTUNITIES
1. Increasing demand for Quality
services
2. Lot of scope for both forward and
backward integration
3.Creation of a Niche market segment
THREATS
1. Threat from hospital unions
2. Operation failures- have to be ready
for risk
3. Death- have to be ready for police
verification
4. Quality check of doctors‟
certificates, their license renewals,
prescription rights etc under the norms
setup by the Indian Medical Council.
14

15. Marketing Management

16. SERVICES
PACKAGE FOR
AGE 50 YEARS
AND ABOVE
PACKAGE FOR
AGE 25 – 49
YEARS
PACKAGE FOR
CHILDREN
HEALTH CHECKUP





365 DAYS OPD
APPOINTMENT BOOKING


DIETARY CONSULTATION












24 HOURS EMERGENCY
ASSISTANCE
FITNESS CONSULTATION
HEALTH AND FITNESS
DATABASE
MANAGEMENT PACK
DOORSTEP MEDICAL
ASSISTANCE SERVICE
Marketing Management

17. Products and Services
SERVICES
PACKAGE
FOR AGE 50
YEARS AND
ABOVE
PACKAGE
FOR AGE 25 –
49 YEARS
PACKAGE
FOR
CHILDREN
CLOSED LOOP HEALTH
MONITORING PACKAGE



DELIVERY OF
MEDICINES AT
DOORSTEP



ACCESS TO CENTRAL
DATABASE



SMART CARD




FAMILY MEMBER
CHECKUP FOR SPOUSE
IQ ASSESMENT AND
DEVELOPMENT PACK

PERSONALITY
DEVELOPMENT PACK

PRICE (RS)
40,000/-
42,000/-
25,000/1

18. •
•
•
•
•
•
•
CARDIOLOGY
NEUROLOGY
ORTHOPAEDIC
HAEMATOLOGY
DENTAL
GASTROENTROLOGY
GYNAECOLOGY
•
•
•
•
•
•
•
•
RADIOLOGY
NEPHROLOGY
OPTHAMOLOGY
COSMETOLOGY
PSYCHIATRY
FERTILITY
UROLOGY
PAEDIATRICIANS
Marketing Management

19. •
•
•
DIABETES
PATHOLOGY
OPTOMETRY
•
•
•
AYURVEDA
HOMEOPATHY
PHYSIOTHERAPY
Marketing Management

20. •
•
•
•
•
•
•
CONSELLING
AYURVEDIC TREATMENTS
PANCHKARMA
AROMA THERAPY
VIPASSANA
HAIRFALL TREATMENTS
SKIN CLINICS
•
•
•
•
•
•
24 HOURS NURSING
FACILITY
HEALTH CAMPS
BLOOD
DONATION/BLOOD
BANKS
ORGAN DONATION
MEDICAL TOURISM
SPA
Marketing Management

21. Packages
Price
Senior Citizens (Age 50 yrs and
above)
₹ 40,000
Working Class (Age 25 to 49 yrs)
₹ 42,000
Children
₹ 25,000
Additional Services
As per the service opted
Pharmacy (Medicines)
As per the MRP.
Marketing Management

22. •
Division Of Cities In Zones
Marketing Management

23. •
Word Of Mouth
•
Television Commercial
•
Brochure
http://shrutipatil1312.wix.com/medicalcare-unit
•
Website
Marketing Management

24. Designation
No. of Employees
Speed Dial Assistant
9
Sales Executives
5
Coordinators
12
Personal Database Managers
5
Pharmacist
1
Helper & Delivery boys
2
Marketing Management

25. We Care
Unit 1
Health Care
Agency
Technical
Infrastructure
Employees
Pharmacy
shop
Shop Area
Pharmacist
and helper
Marketing Management

26. Marketing Management

27. •
Geographic
•
Urban areas/ Metro cities/Upmarket areas
•
Demographic
•
Senior Citizens (Age 50 yrs and above)
Working Class (Age 25 to 49 yrs)
•
•
Socio-economic status
•
Higher middle class and Higher class
•
Philosophy adopted:
Mass Customization
Different packages for different types of customers but ultimately a mass
product
Marketing Management

28. •
Target Audience:
Primary – Senior Citizens
Secondary – Working class and children
•
Senior Citizens
Requirement of caretaker/mentor for all health
fitness, wellness related issues
•
Working Class and Children
Busy schedule
Stressful life
Career Development
Marketing Management

29. •
•
Holistic, all round health, fitness, wellness solution provider
POD’s
Caretaker/Mentor whenever needed
Detailed records, smart card and speed dial
High Quality Hospitals and Specialists
POP’s
Technical advancements
Legal developments
Insurance,
Health check-up,
Medical camps
Marketing Management

30. INSURANCE
COMPANY
BANKS
(LOANS
FOR
MEDICAL
PURPOSES)
WE
CARE
HOSPITALS
DOCTORS
AND
SPECIALIST
Marketing Management

31. Marketing Management

32. •
GAP 1: extensive market research and analysis.
•
GAP 2: selecting standardized service
•
GAP 3: recruit and train effective workforce
•
GAP 4: realistic promises being made by the employee
•
GAP 5: clear communication, effective positioning and
promotion
Marketing Management

33. We Care
Service
Agency
Pharmacy
Shop
Marketing Management

34. Medical Services Agency. Costs Related To Manpower Per Month (Fixed Costs)
Sr.
No
Designation
No. Of
Employees
Dept
Salary
Total
Amount
1
Speed Dial Attendants
9
Admin
₹
9,000.00
₹
81,000.00
2
Sales Executives
(Salary+Incentives)
5
Sales &
₹
Marketing 12,000.00
3
Co Ordinators
(Incentives)
Personal Database
Managers
12
External
Incentives 0
5
Admin
₹
15,000.00
4
Total
₹
60,000.00
₹
75,000.00
₹
2,16,000.00
Marketing Management

35. Other Costs (Fixed Costs)
Sr.No.
1
2
3
Item
Office & Furniture
Technical Infra
Miscellaneuos Costs (Padding)
Total
Cost
₹ 15,00,000.00
₹ 3,50,000.00
₹ 1,00,000.00
₹ 19,50,000.00
Other Costs (Variable Costs)
Sr.No.
1
2
Item
Cost
For starting the business
₹ 500000
Fixed Costs every month
₹ 6500
₹ 26,72,500.00
Total Marketing and Promotion
₹ 7,22,500.00
Power, Phone Bills
Total
₹ 5,06,500.00
Manpower Costs (Variable Costs)
Sr.No.
Item
Cost
1
Sales Incentives
1.5% of the Package Sold
2
Travelling Allowance
As per location requirements
Total
As per sales
Marketing Management

36. Medical Services Agency. Costs Related To Manpower Per Month (Fixed Costs)
Sr.
Total
No
Designation
No. Of Employees
Dept
Salary
Amount
1
Pharmacist/Cashier 1
Sales ₹ 20000 ₹ 20000
2
Helper/Delivery Boys 3
Sales
Total
₹4000
₹ 12000
₹ 32,000.00
Other Costs (Variable Costs)
Sr.No.
Item
Cost
Other Costs (Fixed Costs)
₹ 22,38,500.00
For₹ 5,00,000.00
starting the business
1
Stock Purchase
Sr.No.Total Item
Cost
₹ 33,500.00
Fixed Costs every month
2
Power, Phone Bills
₹ ₹ 15,00,000.00
1,500.00
1
Office & Furniture
₹ 5,01,500.00
2
Technical Total
Infra
₹
45,000.00
3
4
Sr.No.
5
1
Miscellaneuos Costs (Padding)
₹
50,000.00
Manpower Costs (Variable Costs)
Software
₹ 1,00,000.00
ItemLicense Fee/Registeration Cost
₹
10,000.00
Travelling Allowance
As per location requirements
Total
₹ 17,05,000.00
Total
As per requirements
Marketing Management

37. Total Investments for Setting up both the
entities in one zone identified by the
company.
₹49,11,000.00
Marketing Management

38. Rupees
24 hrs Mentorship
24 hrs Mentorship
₹5,000.00
₹4,461.60
10%
₹4,500.00
₹4,056.00
₹4,000.00
₹3,500.00
₹3,120.00
₹3,000.00
₹2,500.00
₹2,000.00
₹1,500.00
30%
₹936.00
₹1,000.00
₹500.00
₹371.80
₹338.00
₹260.00
₹
Cost to the
Company per
month
Cost to the
Company 12
months
Margin
Total Price to
Customer
Total Price to
Customer 12
months
Cost in Open
Market
Cost in Open
Market
12 Months
Marketing Management

39. Health Check up
Health Check Up
3000
2530
2500
Rupees
2000
2300
2000
2000
1500
1000
15%
500
10%
300
230
0
Cost to the
Company 1
Session
Cost To the
Company 12
Months
Margin
Total Price To
Customer 12
Months
Cost In Open
Market
Customer
Advantage
Marketing Management

40. For Additional And Special Medical Services
Marketing Management

41. 
Total Profits per year
Costing & Pricing Strategy.xlsx
PACKAGE
COST TO
THE
COMPANY
SELLING
PRICE
PROFIT
SENIOR
CITIZENS
₹
25,000
₹
40,000
₹
15,000
WORKING
CLASS
₹
27,000
₹
42,000
₹
15,000
CHILDREN
₹
15,000
₹
25,000
₹
10,000
Marketing Management

42. •
INVESTMENT : approximately ₹ 50,00,000 per zone
•
APPROACH : Banks loans , Investors and venture
capitalists.
Marketing Management

43. •
Sales Forecast –
Agency:30 packages in the 1st month.
Medical Shop: Revenue of ₹ 6,00,000/ per month
Revenue Statement
Month
Package
Sold of
each
category
Total
Packages
Sold
1
10
30
₹
2
12
36
3
14
4
Revenue out of
pharmacy shop
per month
Total Revenue
10,70,000.00
₹ 6,00,000.00
₹ 16,70,000.00
₹
12,84,000.00
₹ 6,00,000.00
₹ 18,84,000.00
42
₹
14,98,000.00
₹ 6,00,000.00
₹ 20,98,000.00
16
48
₹
17,12,000.00
₹ 6,00,000.00
₹ 23,12,000.00
5
18
54
₹
19,26,000.00
₹ 6,00,000.00
₹ 25,26,000.00
6
21
63
₹
22,47,000.00
₹ 6,00,000.00
₹ 28,47,000.00
7
24
72
₹
25,68,000.00
₹ 6,00,000.00
₹ 31,68,000.00
8
27
81
₹
28,89,000.00
₹ 6,00,000.00
₹ 34,89,000.00
9
31
93
₹
33,17,000.00
₹ 6,00,000.00
₹ 39,17,000.00
10
36
108
₹
38,52,000.00
₹ 6,00,000.00
₹ 44,52,000.00
11
41
123
₹
43,87,000.00
₹ 6,00,000.00
₹ 49,87,000.00
12
47
141
₹
50,29,000.00
₹ 6,00,000.00
₹ 56,29,000.00
Revenue out of
packages per month
Marketing Management

44. •
Estimated Profits
Marketing Management

45. Marketing Management

46. Marketing Management

47. Marketing Management

48. Emergency Service Model
Marketing Management

49. Appointment booking service model
Patient dials at
emergency toll free
number
Inform the patient about
the appointment of
respective doctors and
take a Regular update
on health check
With the help of
customer id ,we get the
service subscribers
details
Contact the
consultants/Doctors
nearby as soon as
possible and book
appointment of required
date.
Data input of the patient
or customer will be
recorded on call
Record the problem of
the patient
Try to get the appointment of
the earliest date for patient’s
convenience
Marketing Management

50. Pharmacy Retail Outlet Process
Marketing Management

51. Marketing Management

52. Marketing Management

53. Marketing Management

54. A video consisting of an interview of the target
customers stating their opinion about the concept
was shown here.
Marketing Management

55. Thank You !
Marketing Management