nirvan life sciences
DESCRIPTION
Nirvan Life Sciences by Dr. Shalini RatanTRANSCRIPT
Dr.Shalini Ratan, MD Founder and Chief Knowledge Facilitator
Qualification / Experience
• MBBS, MD, Post doctoral fellowship.
• 9 years of medical marketing in pharmaceutical industry.
• Domestic and multinational organizations.
• Govt. and research based organizations
Professional strengths
• Strategic use of scientific communication
• Art and craft of scientific writing
• Value addition to scientific marketing
• Healthcare public relations• Can interface between
academics and industry• Can interface between medical
and marketing• Proven credibility in academics
and industry
The Journey of NIRVAN began from November 2009…..BY DEFAULT….NO IDEA…
My strengths as a beginner..Risk taking ability..
Thought of being different..Strong intention..
Not to forget my limitations
• No business background.• Earning for myself.• Unpleasant experiences.• No major financial backup.
But “I” ??
Evolution of the IDEA….
• A faint thought which gradually started glowing in mind.• Started with identifying gaps between HCO and HCP.• A purpose gave birth to NIRVAN and it’s LOGO…• Having an enlightened and liberated MIND…• Change in thinking and functioning..• Knowledge, Engagement, Empowerment, Relationship…
Company established as a Communication and Knowledge Facilitator for
Healthcare Organizations and Healthcare Professionals
• Pharmaceutical – Growing at 12% despite global economic pressures
• Hospitals/Nursing Homes – Growing at 20%
• Medical Equipment – Growing at 15%
• Clinical Lab Diagnostics -Growing at 30%
• Imaging Diagnostics – Growing at 30%
• Other Services (includes Training & Education; Aesthetics & Weight loss; Retail Pharmacy etc).– Growing at 40%
Source : Mediminds
Key Segments in Healthcare
Mushrooming of medical tourism in leading hospitals….IndiaToday, 2010
At The Cradle, Bangalore, a luxury car will be at your beck and call.
15 mega projects in
2010IndiaToday
Sharpening of the IDEA is a continuous process..IDEA CONCEPT
Facilitating and Packaging the CONCEPT…
NIRVAN
Strategic
communication Transforming
Relationships
Educate with “KNOWLEDGE”
Engage with “TOOLS”
Empower with “BENEFITS”
Target Audience - Relationship model
Healthcare Professionals (HCP)• Healthcare Specialists• Healthcare Consultants• Family Physicians• Other Healthcare Professionals
Healthcare Organizations (HCO)• Pharmaceuticals• Non-pharma healthcare• Device companies• Diagnostic companies• Clinical laboratories• Research Institutes
Products / Services
Knowledge MM
Patient MM
Clinic MM Doctor knowledge MM
Patient education MM
Sales / Marketing knowledge MM
Managing Patients and Practice – Workshops
NL Ambience CME Health education videos
Medico-marketingConsultancy
Medico marketing tool
Posters A-V Film Scientific/non-scientific literature
Awareness progs.
Training
Lectures Lectures Website NL Patient groups
Scientific commun. strategy
Publications Patient alliance
Staff / front desk training
Managing Patients and Practice – WS
Promotional material
Patient home service
Awareness progs.
Disease MM courses
Updating website content
HCP HCO
Value Doctor-Patient
• Goodwill of patients• Holistic management of
patients• Increase word of mouth• Increase patient base• Enhance medical
practice• Reflect the quality and
image of the clinic• Build a BRAND
Organizations-Doctors
• Increase customer loyalty• Increase customer base• Enhancing knowledge of sales
and marketing professionals
NIRVAN
Sustainable advantage with differentiation
HCO
• Gift knowledge to doctors.• Small / Medium companies
do not have in house medical deptt.
• Device and diagnostic industries still lack scientific communication and training.
• Training with a difference.• Doctors as first line to deal
with clients.
HCP
• Doctor-Patient relationship • Of the doctors, For the doctors,
By the doctors• Medical practice management.
Hurdles to take the concept across..
• Resistance to change…Awareness required• Management considered as advertising…themselves
managing practice.• Not willing to pay…creating value.• Companies not used to unconventional ways of
promotion…approaching on a regular basis.• Control on expenditure…. short term consultancy / part
time.• Sponsors needed….looking for partners.• Time and energy spent on follow up….
Strength required to overcome the hurdles
• Exude enthusiasm….convinces people.• No hesitation in meeting new people…to explore new
avenues.• Unlearn to relearn…no ego hassles.• Experience of medicine and corporate…gives confidence
and belief.• Accepted being a doctor…make use of it.• NIRVAN is within me…
Current Status..
Focusing on :Medico Marketing: Commun. agencies, Companies.
Approach:• Old references• LinkedIn• Writing articles• Email promotion• Brochure• Promo. Material: Email, Courier.• Cold calls by Relationship Manager• Website under development• Personal meetings
Self made promotional material
Current Status
Focusing on:“Managing Patients and Practice” Workshops: Docs and companies.
Modules and approach for creating awareness and enrolling docs.• Good doctor / Good Doc-patient Relationship
• Docs : Awareness seminars at associations,Medical colleges, hospitals, Meeting docs, Advert. In assoc. magazines,Exhibition.
• Patients : Awareness seminars at Social clubs, Trusts, NGO’s, Press release, newspaper articles etc.
• Practice manager / Soft skills
Exhibition at IMA, March 2010
Affiliations / Alliances
• Medical associations / Hospitals: KMA, IMA, BNHA,Sion hospital, Raheja,
Kokilaben.• Publication houses / Training academies: PASSI.• Healthcare Organizations: Bayer, Aventis, Abbott.: Novel idea• Partnering with IT healthcare professionals : Platform to approach doctors• Partnering with Nutritionists / Psychologists• Partnering with other scientific associations• Partnering with NGO’s / Councilors• Clinicians, Marketing and Branding expert
Member:1. Indian Medical Association2. Kandivli Medical Association3. Indian Merchants Chamber – Health and
Fitness Committe
Achievements
• Idea getting accepted gradually.• Good response at exhibition…
>90% of docs willing to learn to how to enhance practice.
• IMA lecture in July 2010 for the medical students.
• Articles in medical association magazines, journals and online.
• People getting convinced and approaching to explore partnership.
• Waivered sponsorship.• Possibility to talk at a National
Conference on “Excellence in Healthcare in 21st Century” at Srinagar.
• Pharma companies planning to sponsor / outsource the workshops.
• First open program planned at Pune in July, 2010.
• Working with two clients for medical communication
Medical communication for HCO
Consultancy for HCO and HCP.
Initial low cost open workshops.
Workshop sponsorship from
HCO.
Revenue
Lines
Expenditure of around Rs.70000 as Capital Cost
Future Plans
• Doctors to pay from their pocket..as the concept needs to be accepted as an educational requirement.
• Medical Practice Management in B Schools, Patient Relationship Management in Medical colleges.
• Certification for the Programs / Workshops• Workshops across India.• International clients….Outsourcing company for
Healthcare Communication and Medical Practice Management.
• Corporate Health Programs.
People Supporting
• OD Consultant : Part time• Business Development: Voluntary support• Relationship Manager: Employee• Chartered Accountant• Web Designer• Mentors and Advisors• Friends and Family• My Driver
Some TIPS…
• Always keep sufficient no. of visiting cards.• Always keep pen drive handy.• Send all business communications in a pdf format.• Keep upgrading knowledge in business, self improvement,
work concept.• Keep meeting people and be “aware” of the CLUES given.• Respond to people.
Some Sharing…
• Vision of changing conventional mindset of people.• Never faced any problem being a woman.• Power of intention works.• Plan with 5 senses and achieve with 6th sense.• A laser beam focus on the goal.• Microanalysis leads to paralysis.• Uncomfortable in the comfort zone.• Success is not in receiving the first cheque but when
people start RELATING to your idea.
Long way to go…..