Marketing Management

Ritu YellaramShruti PatilRucha Khot

Monish ShahAlok Badamikar

Melissa Pinto

Marketing Management

‘Entry & Launch Of A New Medical Care Hospital In India’.(An Audio Visual Advertisement was shown here)

The Approach

Idea generatio

n

Idea Screening

Concept Developme

nt and testing

Marketing strategy

development

Business Analysis

Operational Plan

Market

testing

Marketing Management

Idea Generation

Marketing Management

Idea Generation

Medical Care

Specialisations

Dental Clinics

Eye Care Clinics

Fertility Clinics

Cardiology Clinics

Multi Speciality Hospitals

Hospitals With Complete

Infrastructure

Speciality Clinics

Ayurveda

Homoepathy

Panchakarma

Aroma Therapy

Cosmetology

Skin Care Clinics

Medical Tourism

Marketing Management

Case Study 1

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

Case Study 2

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

Idea Screening

Marketing Management

• 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

Idea Screening

Marketing Management

Concept Development

Marketing Management

• 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

Concept Development

Marketing Management

Marketing Strategy Development

Marketing Management

MARKET RESEARCH ANALYSIS

SWOT ANALYSIS MARKETING MIX

SEGMENTATIONTARGETING

GAP MODEL

Marketing Strategy Development

POSITIONING

DISTRIBUTION CHANNELS

Marketing Management

• Survey• Questionnaires• Interviews

(Respondents – 50; different age and income groups)

• Data Collection and Analysis

• Conclusion

Market Research Analysis

SWOT Analysis

SWOT ANALYSIS

14

Marketing Management

Marketing Mix

Marketing Management

Products and ServicesSERVICES PACKAGE FOR

AGE 50 YEARS AND

ABOVE

PACKAGE FOR AGE 25 – 49

YEARS

PACKAGE FOR CHILDREN

HEALTH CHECKUP

24 HOURS EMERGENCY ASSISTANCE

365 DAYS OPD APPOINTMENT BOOKING

DIETARY CONSULTATION

FITNESS CONSULTATION

HEALTH AND FITNESS DATABASE

MANAGEMENT PACK

DOORSTEP MEDICAL ASSISTANCE SERVICE

17

Products and ServicesSERVICES 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/-

Marketing Management

• CARDIOLOGY• NEUROLOGY• ORTHOPAEDIC• HAEMATOLOGY• DENTAL• GASTROENTROLOGY• GYNAECOLOGY

Special Medical Services

• RADIOLOGY• NEPHROLOGY• OPTHAMOLOGY• COSMETOLOGY• PSYCHIATRY• FERTILITY• UROLOGY• PAEDIATRICIANS

Marketing Management

• DIABETES• PATHOLOGY• OPTOMETRY

• AYURVEDA• HOMEOPATHY• PHYSIOTHERAPY

Special Medical Services

Marketing Management

• CONSELLING• AYURVEDIC TREATMENTS• PANCHKARMA• AROMA THERAPY• VIPASSANA• HAIRFALL TREATMENTS• SKIN CLINICS

Additional Services

• 24 HOURS NURSING FACILITY

• HEALTH CAMPS• BLOOD

DONATION/BLOOD BANKS

• ORGAN DONATION• MEDICAL TOURISM• SPA

Marketing Management

Price

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

• Division Of Cities In Zones

South Zone

Western

Suburbs

Eastern

Suburbs

Place

Marketing Management

• Word Of Mouth

• Television Commercial

• Brochurehttp://shrutipatil1312.wix.com/medicalcare-unit

• Website

Promotion

Marketing Management

People

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

We Care Unit 1

Health Care Agency

Technical Infrastructure

Employees

Pharmacy shop

Shop Area

Pharmacist and helper

Physical Evidence

Marketing Management

Process

Marketing Management

• 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

Segmentation

Marketing Management

Targeting

• Target Audience: Primary – Senior CitizensSecondary – Working class and children

• Senior CitizensRequirement of caretaker/mentor for all health fitness, wellness related issues

• Working Class and ChildrenBusy scheduleStressful lifeCareer Development

Marketing Management

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

Positioning

Marketing Management

Distribution Channels

WE CARE

Marketing Management

Gap Model

Marketing Management

• 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

Remedy to Bridge the GAP

Marketing Management

Business Analysis

We Care

Service Agency Pharmacy Shop

Marketing Management

Start Up Expenses (Medical Service Agency)

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

₹ 60,000.00

3 Co Ordinators (Incentives) 12 External Incentives 0

4 Personal Database Managers

5 Admin ₹ 15,000.00

₹ 75,000.00

  Total ₹ 2,16,000.00

Marketing Management

Other Costs (Fixed Costs)

Sr.No. Item Cost

1 Office & Furniture ₹ 15,00,000.00

2 Technical Infra ₹ 3,50,000.00

3 Miscellaneuos Costs (Padding) ₹ 1,00,000.00

Total ₹ 19,50,000.00

Start Up Expenses (Medical Service Agency)

Other Costs (Variable Costs)

Sr.No. Item Cost

1 Marketing and Promotion ₹ 500000

2 Power, Phone Bills ₹ 6500

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

Total₹ 26,72,500.00 For starting the business

₹ 7,22,500.00 Fixed Costs every month

Marketing Management

Medical Services Agency. Costs Related To Manpower Per Month (Fixed Costs)

Sr. No Designation No. Of Employees Dept Salary Total Amount1 Pharmacist/Cashier 1 Sales ₹ 20000 ₹ 20000

2 Helper/Delivery Boys 3 Sales ₹4000 ₹ 12000  Total ₹ 32,000.00

Start Up Expenses (Pharmacy Shop)

Other Costs (Fixed Costs)Sr.No. Item Cost1 Office & Furniture ₹ 15,00,000.00 2 Technical Infra ₹ 45,000.00 3 Miscellaneuos Costs (Padding) ₹ 50,000.00 4 Software ₹ 1,00,000.00 5 License Fee/Registeration ₹ 10,000.00

Total ₹ 17,05,000.00

Other Costs (Variable Costs)Sr.No. Item Cost1 Stock Purchase ₹ 5,00,000.00 2 Power, Phone Bills ₹ 1,500.00

Total ₹ 5,01,500.00

Manpower Costs (Variable Costs)Sr.No. Item Cost1 Travelling Allowance As per location requirements

Total As per requirements

Total₹ 22,38,500.00 For starting the business₹ 33,500.00 Fixed Costs every month

Marketing Management

Total Investments for Setting up both the entities in one zone identified by the company.

₹ 49,11,000.00

Marketing Management

Costing & Pricing Strategy

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

₹-

₹500.00

₹1,000.00

₹1,500.00

₹2,000.00

₹2,500.00

₹3,000.00

₹3,500.00

₹4,000.00

₹4,500.00

₹5,000.00

₹260.00

₹3,120.00

₹936.00

₹338.00

₹4,056.00

₹371.80

₹4,461.60

24 hrs Mentorship

24 hrs Mentorship

Rupees

30%

10%

Marketing Management

Costing & Pricing Strategy

Cost t

o th

e Com

pany

1 Ses

sion

Cost T

o th

e Com

pany

12 M

onth

s

Mar

gin

Tota

l Pric

e To

Cust

omer

12

Mon

ths

Cost I

n Open

Mar

ket

Custom

er A

dvanta

ge0

500

1000

1500

2000

2500

3000

2000 2000

300

23002530

230

Health Check up

Health Check Up

Rupees

10%15%

Marketing Management

Costing & Pricing Strategy

For Additional And Special Medical Services

Marketing Management

Total Profits per year Costing & Pricing Strategy.xlsx

Costing & Pricing Strategy

PACKAGECOST 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

• INVESTMENT : approximately 50,00,000 per zone₹

• APPROACH : Banks loans , Investors and venture

capitalists.

Capitalisation

Marketing Management

• Sales Forecast – Agency:30 packages in the 1st month. Medical Shop: Revenue of 6,00,000/- per month₹

Financial Plan

Revenue Statement

MonthPackage

Sold of each category

Total Packages

Sold

Revenue out of packages per month

Revenue out of pharmacy shop

per monthTotal Revenue

1 10 30 ₹ 10,70,000.00 ₹ 6,00,000.00 ₹ 16,70,000.00

2 12 36 ₹ 12,84,000.00 ₹ 6,00,000.00 ₹ 18,84,000.00

3 14 42 ₹ 14,98,000.00 ₹ 6,00,000.00 ₹ 20,98,000.00

4 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

Marketing Management

• Estimated Profits

Financial Plan

Marketing Management

Break Even Analysis

Marketing Management

Break Even Analysis

Marketing Management

Operational Plan

Marketing Management

Operational Plan

Emergency Service Model

Marketing Management

Operational Plan

Record the problem of the patient

Record the problem of the patient

Data input of the patient or customer will be

recorded on call

Data input of the patient or customer will be

recorded on call

Inform the patient about the appointment of

respective doctors and take a Regular update

on health check

Inform the patient about the appointment of

respective doctors and take a Regular update

on health check

Contact the consultants/Doctors nearby as soon as possible and book

appointment of required date.

Contact the consultants/Doctors nearby as soon as possible and book

appointment of required date.

Try to get the appointment of the earliest date for patient’s

convenience

Try to get the appointment of the earliest date for patient’s

convenience

Appointment booking service model

Patient dials at emergency toll free

number

Patient dials at emergency toll free

number

With the help of customer id ,we get the

service subscribers details

With the help of customer id ,we get the

service subscribers details

Marketing Management

Pharmacy Retail Outlet Process

Operational Plan

Marketing Management

Market Testing

Marketing Management

Doctor’s Feedback

Marketing Management

Doctor’s Feedback

Marketing Management

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

Video

Marketing Management

Thank You !