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M-HealthPRIMARY RESEARCH OBSERVATIONSOn behalf of IIM Rohtak

Akshat Modi (aksha

Chetan Bhawsar (cbhaw

Rohit Gupta (rohitg

mailto:akshatmodi1991@gmail.commailto:cbhawsar@gmail.commailto:rohitg.1991@gmail.commailto:rohitg.1991@gmail.commailto:cbhawsar@gmail.commailto:akshatmodi1991@gmail.com

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Contents

Primary Research Respondents Profiling

Customer Profiling

Services Required & Pricing Preferred

What they saycommon verbatims

Secondary Research: Industry Response, Competitors analysis, Opportunity space

Qualitative Opportunity analysis through Business model canvas

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Respondent Profiling (Sample sp79)

Female

10%

Male

90%

Gender

Female Male

20-30 30-40 40-50 50-60

Frequency 40 20 12 4

Percent 51.3 25.6 15.4 5.1

0

5

10

15

20

25

30

35

40

45

AXISTITLE

Age Group

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Respondent Profiling

Single

21%

Married

79%

MARITAL STATUS

Upto 5th std Upto 10th std upto 12th std

Frequency 2 6 30

Percent 2.6 7.7 38.5

0

10

20

30

40

50

60

Numberofrespondents

Education

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Respondent Profiling

Airtel bsnl Docomo Idea Videocon Vodafone

Frequency 10 2 6 26 8 26

Percent 12.8 2.6 7.7 33.3 10.3 33.3

0

5

10

15

20

25

30

35

NumberofRespondentscovered

Current Operators

Postp

21

Prepaid

79%

Connection Ty

Postpaid Prepa

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Respondent Profiling

Never Used VAS79%

Used VAS before

21%

VAS Users

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Customer ProfilingDesirability of health

Likeability of Overall Service

75% females and 54.3% Liked the

concept

>45% respondents in each age group

responded positive

>70% (14 out of 20) in age group 30-40

>50% Positive res

married and unm

Gender Profiling Age Profiling Ma

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Customer ProfilingDesirability of health

>40% response in each group. 56% average positive

response

A- Upto 5th, B- upto 10th C- Upto 12th, D- Graduate

Salary: M- 20000

>60% desirability in 20000group

Education Level Income level profiling

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Desirability of Individual services

44.7447.37

31.58

26.32

44.74

28.95

Desirability of Individual Services (% ofsample)

Expert advice Women & Childcare Medicine Scheduler

Test Reminder Anonymity Alert

71%

Desired Pri

Mo nthly Pe

Rs 2.25/min

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Individual /Group Experience (ifthe visit done in groups) Suggestion from TG Needs of TG What

People do not prefer to go to

doctor unless the disease is too

serious. They prefer home-

made treatments or their

neighbor-hood doctors.Only

for serious issues do they want

expert advice.

Subscribers have not explored

the benefits of non core mobile

services. Skeptical about the

viability of the service in

question

TV and radio ads

Pay per use pricing model

Affordable pricing

Tie up with auto-rickshaw

and chhakra for promotion

and delivery of medicines for

rural areas ensuring last mile

delivery (shared value) Community gatherings and

addressable by community

leaders (influencers)

Regular health visits by

experts to generate goodwill

Medicine delivered at

doorstep (m-Commerce)

Appointment facility

Lady doctor for women

Ambulance facility

Occupation related services

Les

Au

Interim Report observations

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Humein to gaanv ke doctors ki dawa suit krti hai

Ulcer ke colour se cancer recoCall center wale ka bharosa kaise kar le

Mrs ko doctor ke dikhana ke liye office se time

nikalna padta hai Sunday ko sarkari hospital band

k liye pvt lana pada

What They said

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Health Industry projection (ITU)

International Telecom Union, Telehealth in Indi

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Secondary Research: IndustryResponse

Approximately 30 percent of smartphone users are likely to use wellness apps by 2015.

Smartphones can also be used as a tool for patients to manage appointments, renew

prescriptions or view medical records.

In Hungary, treating certain patients remotely could save 40,000 nights in the hospital. In Sweden, remotely monitoring the elderly so they can stay in their homes could save 2.4

billion each year.

Report by BCG (2012)

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Competitors offering

Mediphoneunique 24X7 mHealth service (tele-triage service)

Partners - Healthfore, A division of Religare Technologies Ltd., with FortisHospitals as knowledge partner.

Special introductory offer - Rs. 15 per call/consultation till 2nd January2012. After that Rs.35 would be charged. A nominal call connect chargesof 50 paise will be applicable every time you call 54445

Currently available for Airtel customers in Bihar, MP-CG, Rajasthan, NCR,UP & Uttarakhand, Himachal, Haryana and Punjab.

Benefits 24x7medical advice on your mobile phone

Manned only by medical professionals(qualified

nurses

medical advice, including self care, consultations

information about nearest emergency facilities

information on various health providers like hosp

appointment, information on medicines and dis

warm telephone transfersto the nearest ambul

Subscription packs (currently available only for Delhi/NCR and

Punjab)

For Delhi/ NCR- Rs 149 per 3 months - make as many consultation

calls as you may need during this period

For Punjab- Rs 99 per month. You can make as many consultation

calls as you may need during this 1 month

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GSMAs Suggested model forMhealth

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Qualitative Opportunity analysis-Customer & Value Proposition

Customer Segment

>75% women liked the service and willing to pay

> 70% in age group 30-40 willing to subscribe

> 60% desirability in 20000 income brackets

Value Proposition Primary healthcare services on call

Awareness on preventive measures

Real time Health monitoring and emergency response

Health Information services through SMS alerts & IVRS

Customer Relationship & Channel Regular health check-up camps

Value based network with Hospitals, Pharmacys, Pathlabs.

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Qualitative Opportunity analysis Revenue, Infrastructure and CosRevenue

Customer Subscription: Rs 2.5/min Lead generation through chemist & doctor network

Selling IOT-Health Sensors and devices

Added revenue from data services

Key Activities Value based network with hospitals & pharmacies

Acquire knowledge & experience on diseases

Key Resources Healthcare Professionals, Marketing team Intelligent network platform

Cloud server with appropriate security

Key Partner Intelligent network platform developer

Partners from healthcare industries.

Cost Projection Development of IN Service

Spending on Value based network develo

In case of IOT, Tie up with sensor tech pro