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We care a e-medical service
The document provides details about the marketing plan for launching a new medical care hospital in India. It discusses the idea generation, concept development, market testing, and operational plan for the hospital. It then outlines the various specializations and services that will be offered like multi-specialty hospitals, specialty clinics in areas like Ayurveda, homeopathy, etc. Case studies are presented to understand customer needs better. The marketing strategies discussed include segmentation, targeting, positioning, and the marketing mix.
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We care a e-medical service
- 1. Ritu Yellaram Shruti Patil RuchaKhot Monish Shah Alok Badamikar Melissa Pinto Marketing Management
- 2. ‘Entry & LaunchOf 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
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- 4. Medical Care Specialisations Dental Clinics MultiSpeciality 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 stayswith 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 couplestaying 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
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- 8. • Observations FromThe 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
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- 10. • • • • • • • • Care taker/Mentor Health, fitnessdata 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
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- 12. MARKET RESEARCH ANALYSIS SWOT ANALYSIS POSITIONING TARGETING DISTRIBUTION CHANNELS GAPMODEL MARKETING MIX SEGMENTATION Marketing Management
- 13. • • • • • Survey Questionnaires Interviews (Respondents – 50; differentage and income groups) Data Collection and Analysis Conclusion Marketing Management
- 14. SWOT Analysis STRENGTHS WEAKNESS 1.Novel idea 2.Price 3.Strategicpositioning 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
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- 16. SERVICES PACKAGE FOR AGE 50YEARS 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 FORAGE 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
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- 20. • • • • • • • CONSELLING AYURVEDIC TREATMENTS PANCHKARMA AROMA THERAPY VIPASSANA HAIRFALLTREATMENTS SKIN CLINICS • • • • • • 24 HOURS NURSING FACILITY HEALTH CAMPS BLOOD DONATION/BLOOD BANKS ORGAN DONATION MEDICAL TOURISM SPA Marketing Management
- 21. Packages Price Senior Citizens (Age50 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 CitiesIn Zones Marketing Management
- 23. • Word Of Mouth • TelevisionCommercial • Brochure http://shrutipatil1312.wix.com/medicalcare-unit • Website Marketing Management
- 24. Designation No. of Employees SpeedDial Assistant 9 Sales Executives 5 Coordinators 12 Personal Database Managers 5 Pharmacist 1 Helper & Delivery boys 2 Marketing Management
- 25. We Care Unit 1 HealthCare Agency Technical Infrastructure Employees Pharmacy shop Shop Area Pharmacist and helper Marketing Management
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- 27. • Geographic • Urban areas/ Metrocities/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 roundhealth, 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
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- 32. • GAP 1: extensivemarket 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
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- 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 (FixedCosts) 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 forSetting up both the entities in one zone identified by the company. ₹49,11,000.00 Marketing Management
- 38. Rupees 24 hrs Mentorship 24hrs 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 HealthCheck 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 AndSpecial Medical Services Marketing Management
- 41. Total Profits peryear 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:30packages 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
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- 48. Emergency Service Model MarketingManagement
- 49. Appointment booking servicemodel 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 OutletProcess Marketing Management
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- 54. A video consistingof an interview of the target customers stating their opinion about the concept was shown here. Marketing Management
- 55. Thank You ! MarketingManagement