medico (marketing plan for an mobile application)

medico

Problem (to solve) : • Patients have to keep lot of Medical Paper (Medical

History).• It’s hectic to Maintain them.• Sometimes data gets lost.• To find a good doctor is hectic job.• To get a suggested medicine is not possible at every

medical store.

1. EXECUTIVE SUMMARY

1. Goal

• To manage users medical history in Electronic Format.

• To make them access it anywhere.

• To provide best doctors/ hospital on the basis of Reviews.

• App faces competition from some other Apps, but it can make difference as it differs from them in features.

Points of parity (POP) :1. Reminder about taking

medicines on time.2. Online Medical Store.3. Medical Advice.

Points of difference (POD) : 1. Manages patients medical

history in e-format.2. Take appointment of good

doctors.3. Know about best doctors

available and take their advice.

2. Situation

3. Proposed course of Action• To popularize this app among common users.• To involve local doctors first, to do their advertisements

and connect with near by people.• To expand this app among different hospitals.

2. SITUATION ANALYSIS

1. Company Overview

1. Core Competencies :1. Management of Medical History of patients.2. To give information about best doctors and

hospitals.

2. Strategic Assets of its current product line.1. “All in one” medical app.2. Provides management and access of all of your

medical history at one place.

3. Market position

1. New to Market

2. Have a lot of scope because of growing medical necessities.

3. Better than its competitor apps because of features.

2. Market Overview

1. Current/ Potential Customers1. All the people, who visits hospital on regular visits.

2. Competitors Already developed medical apps, like : Micromedex, Lybrate etc.

3. Collaborators 1. Local Hospitals/Clinics. 2. Local doctors

4. Opportunities1. To provide medical help to patients.2. To manage their medical history of patients without

having to worry about medical papers/receipts.3. Convenient for both doctors and patients.

5. Threats Growing Competition from other medical apps.

3. Target Customers

People with CHRONIC ILLNESS

3. GOAL

Focus1. To provide best medical facility.

2. Make it easy on both the ends – Doctor and Patient.

3. All the Medical facilities at one place on fingertips.

4. STRATEGY

4.1 Target Market

1. Customers (Types and Needs)1. People with Chronic Illness

1. To maintain their medical record

2. To get regular appointment with doctors

3. To get medicines at home by delivery

4. Frequent reminder to take medicine on time.

2. Infrequent Patient (people who visit hospital rarely)

1. To get appointment.2. Reminders to take

medicines.3. Online medical store.

3. People with sudden need (like suffering from stomach pain, headache etc.)

1. To get doctors at home.

2. Medical advice at home

2. Collaborators :

Local Medical Stores, Hospitals and Doctors.

3. Company

Company will generate revenue from advertisements.Advertisements of people/ doctors/ institutions who want to advertise their hospitals/medical facilities.

4. Competitors :

Already existing medical apps.

4.2 Value proposition1. Customer

1. To get good medical facility

2. Don’t have to wait in lines at hospitals to get appointment

3. To get good medication at any time

2. Collaborators1. To reach wide range of

customers.2. To advertise their

product/ medical facilities.

3. Company

1. Being able to provide and connect people to medical facilities at any time.

2. To generate good revenue.

5. TACTICS

5.1 Product

1. Attribute: App helps to connect patients with doctor and vice-versa. Also it provides “All at one” place medical facilities.

2. Benefits : 1. No. of features in App.2. Doctor’s help.3. Medical Information.4. Online Medical Store.

3. Cost : Free(Initial Download), Charges for premium features

5.2 Service

Free

1. Management of medical history (till 500 MB)

2. To get doctor’s appointment.

3. To order medicine.4. Medication Reminder.

Premium (70 Rs)

1. Management of medical History (above 500 MB)

2. To get personal doctor.3. Free delivery for a year

5.3 Brand

medico

LOGO

DOCTOR PATIENT

ALL MEDICAL FACILITIES AT YOUR FINGER TIP

5.4 Price

Free

For Initial Download and for the use of

free services

Charges (70 Rs)

For the use of premium services.

5.5 Communication

All the key aspects and features are through app.

You can use the app as PatientOrYou can use the app as Medical service provider.

5.6 Distribution

App will be available to download from Google play Store/Windows Store/iTunes.

6. IMPLEMENTATION

1. Infrastructure1. Customer Help Service2. Server Manager 3. For Collaborators

A separate interface in App will be provided to give their details and put advertisements.

2. Business Process (implementation of company’s Strategy and Tactics)

1. Advertisement2. Involvement of Local

clinics/Hospitals.3. Referral Program for people

DISCLAIMER :

Created by Sudhanshu Jaiswal, IIITD & M Kancheepuram, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow