cb class presentation

8/3/2019 CB Class Presentation

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Remote Care

(Telemedicine)

Presentation by:

Rohit

Sharada Ambica

SadiqVandana Kaushik



Agenda

• Telemedicine introduction

• Region & focus group

• Facts & figures from survey

• Verbatim• Summary

• Benefits & Concerns

• Porters 5 force model• Market Segmentation, Targeting & Positioning

• Recommendation



TelemedicineTelemedicine is defined as use of electronic signals to transfer medical data

(photographs, x-ray images, audio, patient records, videoconferences, etc.)from one site to another via the Internet, Intranets, PCs, satellites, orvideoconferencing telephone equipment in order to provide health careservices across geographic, time, economic, social, and cultural barriers.

Telemedicine in India is not a luxury but a necessity. The main objective of

telemedicine is to help patients in distant and rural areas to avail timelyconsultations of Specialist Doctors without going through the ordeal of travellinglong distances, at large expense.

Telemedicine is used for a variety of purposes:- Remote Consultation

- Second Opinion- Interpretation Services- Continuing education and exchange of clinical information- Home Care- Online Surgery in some rare cases.



How Telemedicine works?



Regions & focus group :



Facts & findings from survey



0

1

0

5

1

0

1

0

5

1

0

2

1

4

1

0

1

2

3

4

5

6

Not at all

useful

Somewhat

useful

Not sure Usefu l Extremely

useful

North

West

South

How useful would the application be to Doctors in daily practice?

0

1

0

5

1

0

4

2

8

1

0 5 10

Not at all useful

Somewhat

useful

Not sure

Useful

Extremely

useful

Private hospital

Govt hospitals



2

2

1

5

5

7

0 2 4 6 8

North

West

South

No

Yes

Doctors presently using Remote monitoring device:

1

4

6

11

0 2 4 6 8 10 12

Govt hospitals

Private hospital

No

Yes



Point allocation of Benefits by Physicians:



Verbatim:

North:

• “Very convenient & provides timely intervention”

• “It works like a TV’s remote control”

West:

• “Provides improved health care”

• “All benefits applicable to Western countries would be applicable here in

India”

• “Certainly, advantage would be early detection of device parameters &

rectification before patients can come”

• “Few minor problems can be dealt without follow up in device clinics”

South:

• “From the patients perspective, it gives more confidence to them being

monitored 24*7”

• “Doctor can utilize the time more effectively”( Time Management)

• “Improves detection of Critical issues earlier”

• “Wonderful technology”



Point allocation of Potential Barriers:



Verbatim: North:

• “I feel manual checks are better. There are possibilities of device malfunctioning and hence we

cannot rely on technical devices completely ”

• “Remote monitoring devices suits western culture & not Indian culture”

• “Biggest barrier would be cost & the main issue would be the cost structuring”

West:

• “India is not ready for Remote monitoring devices”

• “We are not using the device because of Government regulations”

• “It’s not the prime time to launch such devices in India”

• People in India are still below the poverty line, they cannot afford for Implantable device – It’s abad investment”

• “Cost is major factor”

South:

• “ Can’t treat the patient by mere looking at the data provided from the Remote Monitoring”

• “ It’s a headache with patients who call me up for non specific disorders at any time”

• “Too many cooks spoil the broth”• “Cardiac implants in India are occurring at less in number, so the cost is also more hence

additional devices charges are burden to the patients”

• “ The cost involved in setting up the necessary staff and systems is loss to the hospital”

• “Insurance, education, mind set, economic differences, Government Schemes play a major role”



Doctors opinion after survey:



Benefits & Concerns that we perceive as per our overallanalysis in launching the product which need further

validation –

Benefits:

• Improved health care

• Reduction in manual reports• Reduction in number of routine checkups

• Increased clinic productivity & efficiency

• Potential cost benefit to hospital / patients

Concerns:

• Increased cost to the patient• Lack of trained staff/qualified staff

• Security concern

• Patients awareness in using the product



Threat of Substitutes( Moderate)

• Personal attention• Technologies advancement

Bargaining power ofthe Supplier (High)

• Market is dominated bylarge suppliers•Switching costs of firms

Bargaining power of theBuyer (High)

•Customer could produce theproduct themselves•The customer knows aboutthe production costs of theproduct

Threat of New Entrants(Moderate)

• High initial investment & fixed cost• Scarcity of important resources e.g – Qualified expert staff• Existing player have close customer

relations

Rivalry (High)

• There are many players of aboutthe same size•Similar strategies•Low levels of product differentiation•Second mover advantage

Porter’s 5 force model:



Market Segmentation, Targeting &

Positioning :

Segmentation:

-Region

-State

-City

Positioning:

- Tier II cities

- Doctors

STP

Targeting:

-Govt Hospitals

- Pvt hospitals



Recommendations:

Note: Our below recommendation is based on scope restrictions regarding market share, competitor products, product strategies & their prices.

Our analysis recommends the product should be initiallylaunched in private hospitals in tier II & tier III citieswithin an economical price range. Following the launchadequate training should be provided to the hospital staff

by the company for achieving standard of care & areferral fee is highly recommended to doctor/hospital.Also, raising public awareness regarding the product andits benefit should be done post the launch of the product.

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