Health Plus+ is a mobile app that aims to connect patients and healthcare organizations. It will allow patients to engage with their healthcare providers early and directly through the app, relieving physician responsibilities. The app will provide healthcare information and a question-and-answer forum. It will also offer youth consultancy services. The goal is to make healthcare more accessible, especially in rural areas of India. Key features will include an interactive directory of doctors and hospitals, appointment scheduling, and health tracking tools. The app will generate revenue through advertisements, in-app purchases, and premium subscriptions.

1. Health Plus+

2. Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation

3. WHAT
IS
Health Plus+?

4. • A mobile app that will allow to engage patients early,
often, and directly—relieving physician
responsibilities while offering a more complete
picture of what to expect.
• This App is being launched with an objective to ease
and better present health care to patients all over
world with special target in India.

5. • This app will provide patient and Healthcare organizations the
opportunity to connect with each other with similar interests.
• It will also include a youth-consultancy service in which trained
individuals will answer the queries of patients personally.
• The QnA Forum serves as database of replies which can give
multiple outlooks on the same problems.

6.  Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation

9. The hospital needed a more relevant, adaptable way to
communicate with patients than the giant maternity
booklets that were the primary source of information.
Despite $25,000/year in printing costs for prenatal and
postpartum papers, moms often lost or forgot about them
and the hospital missed a key opportunity for patient
education.

10. • Majority of India's population lives in the rural
areas which is around 72%.These areas need
HealthCare the most. Unfortunately most doctors
practice in urban areas.
• Everyday thousands die due to lack of basic
health care.
• Urban people hate to wait in line for
appointments.
• Some people lack the basic knowledge of
symptoms and still believe in old myths.

11. • Mobile penetration in India is 100%.Smart phone penetration in India is 35%
and it is rising stiffly. Patient can reach out to doctor using their phones easily.
• An app is the logical evolution of the printed booklets. As more patients turn
to their smartphones for managing their health and care options, they prefer
to engage with their healthcare system digitally.

12. CompanyOverview

13. Wayfinding
•Use Bluetooth beacons to provide indoor wayfinding tips and alerts.
•2D and 3D Maps – Pop up maps show a user’s location and provides directions
destinations.
•Quick Contacts – Equip your wayfinding with easy contacts, GPS, and tap-to-ca

14. Urgent Care
• Dynamic wait times – Streaming wait times for multiple urgent care
centres.
• Ability to find nearby urgent care centres –Easily search for facilities by
location.
• Contacts & directions – One-touch listings for all locations; maps;
directions; contacts; insurance information.
• News & info – Engage patients in the community and promote brand.
• Push notifications – Use the app to publish important announcements
and health tips.

15. Pregnancy/ Childbirth
•Illustrated pregnancy tracker – Track your baby’s
development; receive weekly helpful tips and animated
videos
•Labor and birth – View a comprehensive guide to labor
and birth; use a contractions timer
•Postpartum care – Health and wellness guides for new
mothers
•New-born Care – Everything you need to know about
caring for a new baby

16. General Hospital
•General information – view general info and addresses; map &
directions; accepted insurance; phone numbers with tap-to-call
•Services – directory of services and specialists with tap-to-email or
tap-to-call functions
•Virtual tour – 360° views of rooms. Include interactive maps of
hospital facilities showing times of operation and access instructions
•ER wait times – stream dynamic wait times for all of your ER facilities
•Interactive gallery, events, social media – engage your patients year-
round with streaming content and interactive functionality

17. Physician Referral
•Physician profiles – One-tap access to profile
information for your doctor – include photos,
credentials, and publications.
•Addresses and directions – Easily find an address or
locate a medical office/hospital.
•Physician lookup – Search for physicians by zip code,
gender, medical specialty, and insurance provider.
•Request an appointment – Easily send an appointment
request from the physician profile.

18. Core competencies
•Diverse content, reliable sources and an impressive
number of sharing options.
•Excellent Customer Relationship Management practices.
•Tie up with reputed Health Care organizations and
renowned Doctors.
•Designed with a youth centric approach.

19. Strategic Assets
•The expected large user-base
•In app advertisements, that’ll generate revenue
•In app purchases, in keeping with the Premium
model
•Communication partners

23. Consumer SegmentationHealth Plus+ has segmented the consumer market demographic,geographic
and psychographic.
Demographic:
• Its target consumers lie in the age bracket of 18- 45.
• Both Gender
• LowerandMiddle Income Groups.
Geographic:
• Urbanand Rural.MostlyUpcomingTowns.
Psychographic:
• Peoplewho are lazy to standin queueto make appointments.
• Peoplewho don’tknow whichhospitalanddoctorsto prefer.

24.  Executive Summary
 Situation Analysis
 Goal
Strategy
Tactics
Implementation

25. PerformanceBenchmarks
Health Plus+ shall measure its performance
on the basis of following 4 parameters.

26. 1.Number of Registered Users
The basic parameter will be how many downloads the app gets
in the first few months it launches. The time it takes to have
100thousandusers will serve as a measure of how successful the
business model has been.

27. 2.Conversion Ratio
The fraction of free users who turn to premium
members is also a viable measure.
We shall aim for a conversion ratio of 10%initially.

28. 3.Spectrum of Issues
The tags with various write-ups posted by the users will
give an idea of the issues that we are dealing with.
Health Plus+ shall try to maintain diversity in the matters
dealt with. This way we can attract users from various
social and economic backgrounds.

29. 4.Number of Consultants
The number of Doctors recruited and health Care
Organizations added to the list in the app.
This will show the performance of the outreach of the
program.

30.  Executive Summary
 Situation Analysis
 Goal
Strategy
Tactics
Implementation

31. • This app provides multiple
features on a common platform.
• Premium version is available
at a nominal fee
• Revenue generation in the initial
stages will be low
• Low scope for future innovation
• Can venture farther into the
different
market
• Provides a benefit to healthcare,
thus facilitating auto-advertising
• Presence of competitors
• Lack of Premium-
purchasers.

32. 4 C’s
of
Target
Market

33. 1.Consumers:
• People in age bracket of 18-45.
• Mostly from upcoming towns.
• Highly influenced by peer-group.
• Constantly under the need of medical attention.
• Value privacy.

34. 2.Collaborators:
• Doctors and Healthcare Organizations.
• Service Providers.
• Advertising Agencies.
• Support groups in Offices
• Logistic Firms.

35. 3.Competitors:
The following apps available on Android
Platform are potential competitors:

36. 4.ContextEconomic:
Targeted for the most productive section of society.
By alleviating their reach and ease to approach to doctors it is
aimed at increasing the productivity of the workplace.
Technological:
Since the people in the age-group of 18-45 are also the most
tech savvy, the design features and features will be
technically competent for them. It would contain sync and social
media connect facilities so that the users can stay in tune
whenever and wherever they are.

37.  Executive Summary
 Situation Analysis
 Goal
 Strategy
Tactics
Implementation

39. Point of Difference(PoD)
• The profile of Doctors, Patients and Healthcare
Organizations will be linked with social media
accounts.
• Features which will locate nearby Doctors and
Hospitals based on user’s location.
• Guide to help with basic treatments.
• Will be launched in different languages.
• One can chose a favourite or family physician.
• Its tagline is symbolic of the app’s striving efforts
towards making the virtual environment free of any
pre- conceived notions .

40. Point of Parity(PoP)
• Customers will be able to pen down their thoughts,
experiences and real-life struggles for others in the
community to read and benefit. It will create a comprehensive
community connected on an emotional level.
• The QnA forum will be public and allow people to post
questions and answer them, the way they perceive the
situation. This will in turn give various takes to the same
question and serve its purpose.
• Credible Doctors, Remote Care, free Messaging and Privacy.

41. Pricing
This would be a free app with only in-app purchases of
specific
services.
Free features:
• Hosting Blogs
• Public QnA Forum participation
Paid Services:
• Peer-Consulting

42. Communication
Since Health Plus+ caters to the tech-savvy section it would
not depend much on the traditional forms of advertising.
Advertising can be done extensively through
the following channels:
• Social Media
• Website Ads
• Colleges and Office Spaces
• Traditional forms of advertising

43. Distribution
The services shall be
delivered to the target
customers via 2 main
channels:
• App
• Training and Awareness
Workshops

44. Free Features
Setting UP ACCOUNT and LOGGING IN
Browsing various Doctors and General Hospitals
Chat Box –To guide through the process
Family Physician

45. Premium Features
24 X 7 Doctors on Call
Free visit every 6 month for a complete body check up
Monthly specialist offers
Insurance

46. Value
Proposition

47. Users:
• Quality Doctors
• Confidentiality
• Saves Times
• Remotely Accessible
Doctors:
• More Visibility
• Extra Income
• Saves Time
• Comfort

48.  Executive Summary
 Situation Analysis
 Goal
 Strategy
 Tactics
Implementation

49. Organizational
Structure:

50. Administration and Financing Team
This is the core team that administers the entire
operations and accounts.
It heads all other teams and is responsible for the all
the growth and progress of the company.
It has to set benchmarks, targets and assign work to
all other teams.

51. Design and Technical Team
This team will design the app and fulfil the motive of Health Plus+
market positioning. The company logo, advertisements and further
design requirements by marketing team will be handled by this.

52. Marketing Team
This team will be integral to the strategy design of the company.
All important decisions regarding the expansion, product line,
marketing mix, distribution channels etc shall be taken by this
team.
The brand positioning of the company is dependent on the
efficiency of this team.

53. Content and
Consulting
Team
This team shall handle the blog
content posted by the users and
also train the participants in the
workshops. It shall ensure no
illicit and objectionable content
is released.
It will also impart required
information and awareness
in the outreach programs of
Health Plus+.

54.  Executive Summary
 Situation Analysis
 Goal
 Strategy
 Tactics
 Implementation

55. Future
Plans

56. • Alert System
Providing an distress alarm system for premium users to
avail in order to
alert a foxed set of contacts when under emergency.
• Providing full-time counselling services
Partnering up with healthcare organizations and doctors to
provide full-time help-desks to people in requirement of
counselling services.
• Opening a telephonic service
Releasing a toll-free telephone number for people in any
corner of
India, in order to avail the services in absence of internet as
well.

57. Biswajeet Sahu
3rd YearUndergraduate
NIT Rourkela
Sameer
Mathur Prof.
Marketing IIM
Lucknow
This Presentationwas
created by Biswajeet
Sahu NIT Rourkela
during a Marketing
Internship byProf.
Sameer Mathur,
IIM Lucknow
DISCLAIMER