summer internship presentation stemade

Summer Internship Project Report

On

Market Research & Concept Selling for Dental Stem Cells Banking

Prepared and Presented To

Company’s Guide NameMr. Prashant KambleCity Head, Stemade Biotech Pvt. Ltd., Pune

Manjusha DharmadhikariTeam Leader, Stemade Biotech Pvt. Ltd.

ByManu Singh BaghelInstitute of Management Development & Research, Pune

• Whenever and whatever I have presented today has been possible by the supervision of Mr. Prashant Kamble( City Head, Stemade, Pune), Manjusha Dharmadhikari (Team Leader, Stemade) who allotted me this project and without their supervision and guidance this report might not have been completed.

• I also like to convey great regards to all the respective staff members and Stemade employees Dr. Nilesh Kumar Dubey (Senior Doctor, Stemade), Mr. Yatish Kulkarni (HR, Stemade) for their constructive criticism along with those noble hearts who directly or indirectly helped me to successfully complete this summer internship project.

• Last but not the least I would like to thank all the doctors I have met on the field for their precious time, patience and feedbacks without which I might not have completed my project.

Acknowledgement

• To meet doctors and promote them the concept of Dental Stem Cell Banking.

• To check their awareness level towards stem cell banking concept specially Dental Stem Cell Banking.

• To find out their interest level towards the concept

• To check their attitude towards this concept after proper explanation about the benefits associated with this concept.

• To experience and assess the real on field scenario and scope associated with dental stem cell banking

• To enlist the problems and difficulties and generalize overall approach for this concept.

• To provide suggestions and modification needed in the current promotional strategy.

• To explore the possibilities for the growth of dental stem cell banking concept.

Objectives of this report

• India's first private dental stem cell bank.

• Vision - Your companion towards a healthy tomorrow.

• Mission - Innovate, Evolve and Thrive In Emerging Markets

• Made it possible to extract valuable stem cells; from primary teeth (milk teeth) of children and wisdom teeth.

• Giving you the potential to shield you and your family from critical health concerns

About Stemade and the concept

• First Phase (5 Days) – Surveying and Data collection

• Second Phase (1 Month) – Meeting doctors (General Physicians, Paediatricians and Dentists)

• Third Phase (2 Weeks) – To classify, segmentize, analyse the findings.

3 phase Marketing project

• Research Design – descriptive research.

• Data Source – primary data

Medical Stores in the first phase

Meeting doctors in the second phase

• Research Approach – depth studies of doctor’s approach in 3 levels

• Research Instrument – individual structured interview

• Types of Questions – open and close ended questions

• Sampling – non probability and stratified sampling

• Sample Size – 113 (53 GPs, 15 paediatricians and 45 dentists)

Research Methodology

• Visiting medical stores and gathering information

• Factors – Area wise response Not so much intellectual

• Change of strategy

• Visiting on a typical time

• Incomplete or generalize information

• Mock calls session

• Getting familiar with demography.

First phase (5 Days)

• Questionnaire only a framework

• Doctors eager to meet students, Interested in personal conversation

• Area wise availabilities of doctors Elite class Number of patients Fees Commercial places

• Adopting different strategies – Body gestures Segment interested Time provided Their perception Explanation required

• Varying interest and response level

Second Phase (5th - 30th May)

• Regarding Awareness Level – • Overall Classification –

• Overall awareness -

Third Phase (1st July – 14th July)

Findings, Classification & Analysis

15; 13%

53; 47%

45; 40%

Paediatrician

GP

Dentist

91; 81%

22; 19%

Aware about stem cell bank-ing

No awareness at all

• Awareness regarding – • Paediatricians ::

• Dentists ::

• GPs ::

• Suggestions –

• Approach more GPs & Paediatricians

• Cover B.H.M.S. & B.A.M.S. also

15

Aware about stem cell bank-ing

No awareness at all

4

11

Awareness regarding Dental pulp

Other stem cell bankings

37; 82%

8; 18%

Aware about stem cell banking

No awareness at all 31

6Awareness regarding Dental pulp


39; 74%

14; 26% Aware about stem cell banking

No awareness at all

6

33

Awareness regard-ing Dental pulp


• Paediatricians ::

• Dentists ::

• GPs ::

Sources for awareness – 3; 11%

9; 33%

7; 26%

4; 15%

4; 15% Company MR

CME/Conferences

Journals/Magazines/Newspapers

Internet

Others (Studies/Practise/Family Members/Collegues)

12; 18%

20; 30%15; 23%

9; 14%

10; 15% Company MR

CME/Conferences


Internet


3; 5%

21; 37%

14; 25%

7; 12%

12; 21%Company MR

CME/Conferences


Internet


• Overall ::

• Suggestions –

• 1st step personal interactions with GPs

• 2nd step e- marketing and digital marketing

• 3rd step conferences

• Aggressive marketing to tackle other concepts

18; 12%

50; 33%

36; 24%

21; 14%

26; 17%Company MR

CME/Conferences


Internet


• Overall recommendations –

Paediatricians :: Dentists ::

GPs ::

Findings on Attitude level –

93; 82%

17; 15%

3; 3%

will recommend

will not recommend

cannot say/depends

11; 73%

4; 27% will recommend

will not rec-ommend

cannot say/depends

36; 80%

9; 20%

will recommend

will not recommend

cannot say/depends

46; 87%

4; 8%

3; 6%

will recommend

will not recommend

cannot say/depends

Doctor’s Overall View ::

Overall attitude –

73; 52%

24; 17%

8; 6%

11; 8%

21; 15%4; 3%

Good/Fine/Innovative concept

Non/Less convincing

Not practical/Futuristic

Under Research

Expenses

Illegal/Unethical


• Dentists ::

• GPs :: Overall ::

• Presentations should be there

• Concept is for GPs and paediatricians also

Attitude towards Marketing Activities from Stemade side –

8

7 ok with marketing activi-ties

do not want maketing activities

35; 78%

10; 22%

ok with marketing activi-ties


38; 72%

15; 28%



82; 73%

31; 27%




• Dentists ::

• GPs ::

Attitude towards getting associated with Stemade –

10; 67%

2; 13%

3; 20%

yes

no

limited association

30; 67%

9; 20%

6; 13%

yes

no

limited association

33; 62%8; 15%

12; 23%

yes

no

limited association

• Overall ::

• Suggestions – • Conferences for individual medical associations

• Decreasing response as towards marketing

• Further approach is obvious awareness of benefits associated

• Create a buzz Go for advertisement promotion Digital & print media

73; 65%

17; 15%

23; 20%

yes

no

limited association


• Dentists ::

• GPs ::

Final findings on action (approaching) level –

13; 87%

2; 13%

to be approached

no need to approach fur-ther

40; 89%

5; 11%

to be approached


37; 70%

16; 30%

to be approached


• Overall doctors whom to approach –

• Reason not to approach these 23 doctors -

80; 78%

23; 22%

to be approached

no need to approach further

7

5

11 not interest in the concept/not in favour

one doctor covers other

not elite class doctor

• Different doctor ; different human ; different perception

• Generalization not possible

• New strategies every time

• Have to be momentous

• Recognize body language, facial expressions

• Busy schedule Wrap up in time

• Not to miss out any crucial point

Efforts and Problems throughout the Internship

• Same answer for same query is not convincing

• Grasp ant focus on segments they are interested

• Rain a devastating factor

• Cancelled Appointments and meetings Rain Busy schedule Multiple locations

• Receptionist as a third party

• Are wise availability and responses

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