forcare - fortis healthcare
TRANSCRIPT
ForCareFOR, we genuinely CARE…
- A FORtis HealthCARE Initiative -
The Complete Healthcare App!Covering everything -
Fortis Group
A leading integrated healthcare service provider in India with over 55 healthcare facilities across the country.
The healthcare industry has long been overburdened by slow moving innovations.
So we present the following extraordinary in-app features…
Free Features!NEW! Food Scanning &
Quality, Content Check
OPD Schedule & Appointment
No more waiting
Reports available on app
Your time is precious
Healthcare News, Guidelines, Updates of NGO events
Pedometer & Health Calculator
Online Consulting
Waiting room games & health quizzes
Premium Features
NEW! Fingerprint verified medical history cloud storage
App discounts on regular fees
Medical Insurance
Automated Medication reminders and timely door-delivery of required
medicines
Pick-up & drop service to and from the health facilities
Personalized Health Packages based on health condition
Special features for special people
Premium+ Features
Mental Health recovery sessions
Wheel-chair control through touch
Sign language to speech conversion
Regular Inspirational Videos
SITUATION ANALYSIS
PEST Analysis
The Government is providing policy
support in the form of reduced excise and customs duty, and
exemption in service tax, to support growth
in healthcare.
With increased digital adoption, the
Indian healthcare market, which is worth US$ 100
billion, will likely to grow at a CAGR of 23 per cent to US$ 280
billion by 2020.
Indian medical service consumers have become more conscious towards
their healthcare upkeep.
29% of Indians say their phone is the first thing and last thing they look at
everyday which is a telling sign of how connected we are
becoming to technology.
Average Income above ₹ 80,000 per month
People with any ailment or Health conscious people receptive to new technology and seeking comfort
40-60 year old Educated males & females
Punjab, Rajasthan, Uttarakhand, Himachal Pradesh, Delhi, West Bengal, Maharashtra,
Chhattisgarh, Karnataka, Tamil Nadu
TARGET
GEOGRAPHY
Target Market
Target Market
• Demographics
• Age group
• Psychographics
• Health
• conscious class
• Demographics
• Income group
• Geography
• Population in States
40.71% 11.3%
23.1%40%
1.062%
Population of India 2016= 1,326,801,576
Target population= 14,099,298 people
STRENGHTS
Numerous useful features in one app
Special offers & discounts
Increases conveniences
Strong brand position
WEAKNESS
0 awareness
Low budget
Less target cities
No accessibility to rural areas
OPPORTUNITIES
Technical Developments
Introducing mobile stroke units
Introducing Digestible Sensors
Expand services to other cities
THREATS
Extensive competition from both private and public sector
Technical failure
Economic slow down
SWOT Analysis
GOAL
•1.4 million downloads in 1 year of the free version’s launch
•At least 0.5% subscription for the premium version 1
= 7,000
•At least 0.0714% subscription for premium version 2
= 1,000
•Become the most valued brand in 5-7 years.
•Cost of Premium 1-
₹ 199 per month
•Cost of Premium 2 –
₹ 299 per month
•Total Revenue Expected
= ₹ 17,00,000 per month
Community First Value Position
FORTIS
POTENTIAL PARTNERS
Medical stores
Pharmacompanies
Child care product
companies like Cerelac
Pet care companies
like All4pets
Ayurveda product
companies like Patanjali
Medical Insurance Companies
Popular NGOs
Game apps
•G1 Digital Dispensary
•Telemedicine
•Other Major Hospitals
•Current Healthcare Apps
•Digital India healthcare schemes
COMPETITORS
Implementation
TACTICS
Why is our product attractive?
• BRAND NEW features •Discounts
• Cloud Record keeping• Less waiting time
•Door-delivery • Transport
•Healthcare Updates
COMMUNICATION CHANNELS• Promotions by partners
• Social media n meme,
• Mails to contact lists, • SEO• Approach Bloggers to write about our product
• Flash mob• Guerrilla marketing• NGOs help• Banners & brochures for patients in hospital
• Gift cards & flowers in hospital to patients with premium app
DISTRIBUTION CHANNELS
Play Store App StoreWindows
Store
Fortis Website
Websites of partners
BENCHMARK STATUS
A well optimised Marketing Plan Ready
Technical Development of App 10 weeks
Bank Loan 1 week
Legal Procedures 15 weeks
Venture Capital Collaborations 12 weeks
Base Set-up 3 weeks
Hiring Process 2 weeks
Advertising and Promotions Continuous
Launch 2 weeks
Implementing Control Measures Continuous
Technical Updates Continuous
Expansion Continuous
Implementation
THE ROAD AHEAD
We can introduce technologies like Digestible Sensors, Mobile stroke units,
advanced help for special people. For, India is a land full of opportunities for players in the healthcare industry.
Until Then…
Created by Rutvi Choksi, NIT Surat, during a marketing internship under
Prof. Sameer Mathur, IIM Lucknow.