The Indian Doctor

Marketing Plan of a healthcare mobile application

Why EMR’s?

Evidence based medicine

Phew!!!!So much to store. Some of them have even got damaged.It could have been so much better if we had EMR systems

Ease of Storage

Enough!!!!I’ll go digital. My colleagues hardly spend any time going through medical records. They are able to examine double the patients than what I do.

Saves time. Increase in revenues & efficiency

Need to update oneself with changing times

The Executive Summary

Made by The Indian Doctor for The Indian Doctors

We aim to target doctors in Primary Health Centres & those with independent practices

Improvements in the product keeping in mind the requirements and user behaviour of doctors in PMC’s or community healthcare settings.

Provision of generating prescriptions, viewing reports, contacting patients & doctor’s forum.

Nearest Lab centres with pricing &real time availability of medicines in the area

Legacy SystemCost

FundingTechnical Standards

Computer Literacy

Threats

Situation Analysis

“In India 86% of visits are from rural India. It is estimatedthat for about 90% of Indians Primary/Community healthcentres are their 1st point of contact when it comes tohealthcare”

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4014652/

Presently EMR’s /HIMS systems

are available/installed only at top notch private hospitals

which is the last/most extreme point of care for

majority of Indians.

Now Imagine

Them, using……

Low cost EMR applications on their mobile, tablets & desktops

AWESOME!

But, there are a lot of companies promising the same. How are we different?

We target doctors’ in PMC’s & Small practices

It’s not about Apollo or

Medanta…

Now it’s time that our

healthcare system

transforms from its

roots

EMR for all

EMR applications with doctors

in such setting helps collection of

medical data from the

beginning of ailment

Data

Presently PMC’s and

small medical

practices are the first POC

for most Indians

PMC’s

Impact

Our thinking & methodology

Epic Systems has costs!

Most doctors in top notch private hospitals will never appreciate the Indian made EMR’s. However it isn’t their fault. EMR’s are habit making products.

They have been abroad where they’ve worked on Epic made health IT systems which is out of reach in terms of the cost for these private Indian hospitals.

We believe that the requirements and user behavior of those foreign educated doctors are completely different from that of The Indian Doctors who work at the grass root level and in small settings.

COMPETITORS

SWOT

Strengths Weakness

Opportunities Threats

• Deep Customer Insights & unique target segment• Provision of printable prescriptions, ePRO’s,

doctor’s forum, interactive templates, and report sharing

• Positioned as an EMR for The Indian Doctor• Provision of real time availability of medicines &

lab pricing for patients• Low pricing

• PMC’s , Community Centres & Small practices out of radar of most EMR companies

• Disrupt the EMR market with low pricing• Huge customer base• Help rural doctors move digital

• Huge Competition• Computer Literacy amongst doctors• Penetration in rural markets• Initial costs• Internet connectivity in rural India• Lack of smartphones although it is rising

• Proven record of failure of EMR adoption in the past

• Changing government regulations

GOALS

All India Data

Sub Centre-2012 148366

Primary Health Centres (PHCs)-2012 24049

Community Health Centres(CHCs)-2012 4833

Penetrate into Urban & Semi Urban Markets Initially

Strategy &

Implementation

Points of Parity

Points of Difference

Target Customers:PMC, Community Health CentresIndependent PracticesSmall Clinics

Real Time medicine availability, Lab Pricing for Patients

ePRO formats for doctors for patient follow-up

Authentic

Interactive

UI

Brand Image

• The company has to propose its core values which align themselves with the doctors i.e. affordability, easy to use, quick and simple

Brand Visibility

• The company to collaborate with health centers to get maximum doctors registered

• Bonus discounts for getting more doctors registered.

Habit forming

• Make the application a habit forming product for doctors & health centers, understand their requirements & implement them

REVENUE

Doctors/Health Centers

Charges for availing services

Patients

e-appointment booking charge for Lab tests

Advertising

Newsletters to the registered doctors

TACTICS

Free

• Limited access to templates• Access to only e-

prescriptions & medical records

Premium

• All templates can be accessed

• Personalized template facility• ePRO’s & other HIMS

functions also accessible

COMMUNICATION & OUTREACH

IMPLEMENTATION

Semi Urban Market

Urban Market

Rural Market

Price

Introductory Price of

999/- per month

Place

DisclaimerThis presentation has been prepared by Akash Gupta, IIIT Bhubaneswar infulfillment of the requirements of the Marketing Management internship pursuedunder the mentorship of Professor Sameer Mathur, IIM Lucknow.