The result of a group work on the development of the 2 end mobile application in the Healthcare sector over the course "Marketing in Hight-Tech". Precondition: we are Apple Inc. Disclaimer: this project and its participants have no relation in real life neither to Apple Inc. nor to any of it's subsidiaries. The information used for the creation of this presentation has been obtained from what is publicly available on the internet.

2. The Internet of Things (IoT) market

3. “Potential is huge, first for mobile consumer health apps, medical apps will
follow...”
The mHealth Appmarket

4. Healthcare: what needs?
B2B B2C
be healthy

5. Keynote March 2015, 26

7. Presenting iCare

8. Differentiation and benefits
Healthcare professional screen Patient screen

9. Porter’s 5 forces
Intense
competition
between a
few
companies
Threat of new entrants
Regulations create
entry barrier
Barganing power of
customers
Few suppliers and high
switching costs. Not much
bargaining power.
Threat of substitudes
Old methods, more
advanced technology
Power of suppliers
No suppliers

10. Actor’s profile
IoT market Product: iCare - iOs app
Partner: IBM Watson
Competitors: Other
healthcare - related
apps/ Google
Scope:
B2B and B2C
Resources:
High skilled human
resources
Good financial status
New technology
Value Chain:
● Primary activities:
App architecture -> Design -> Coder -> Tester ->
Sales -> After sale services
● Secondary activities: RH + General
Administration + R&D + Procurement
Competitive
Advantage

11. Overview: SWOT
Strengths
• Strong and trusted brand with
international presence
• High security for information
• One of the leading innovators in
the field
Opportunities
• Internet of Things (IoT) is a
booming market
• People are becoming more
interested in mobile health
monitoring
Threats
• Data leaks from cyber attacks
• Vast amount of data that needs to
be stored somewhere
• Professional users might be
reluctant to use the application
Weaknesses
• Slow adoption rate growth
• We are dependent on the
hardware
• Our success depends on users

12. Marketing segmentation
Users : Everyone who is able to use a smartphone.
Pioneers:
- health-oriented people
- Patients with chronic conditions
Clients : Insurance companies, hospitals, pharma

13. 4 C’s
Users Companies & Hospitals
Clients needs Easy to use, complete
solution, personalization
Productivity, time saving,
solving patient’s problem,
personalization
Costs Free App & Price of the
Applewatch
Money & time needed to
integrate the new process
Communication See below
Convenience Already implementated in the
iOS of the iPhone and
Applewatch
Direct sales & help implement
the process

14. Key pillars of Implementation strategy
● Get Sceptics on-board
● Expert-evidence
● Storytelling
● Get hospitals and practitioners to “prescribe” the
app as well as fitness and diet coaches
● Sport celebrities endorsement (individual sports)
● Charity events (I donate blood because iCare,)

15. Communication plan
Objective Target Actions Tools
Inform
Coomunicate benefits
Educate
Encourage to use
Institutions (B2B):
Hospitals; Research
institutions; Insurance
companies
Face to face meetings
Event (salon, trade fairs, techno
expos)
Information kit creation
Brochure (Magazine)
Mailings, Emailings
Online Ad banner in the relevant
website (dailynews website,
healthcare - related website)
Direct sales
Inform
Educate & Integrate
customers
Be visible (i.e. in search
engine, practitioner’s
lobbys)
Individual Users
(B2C)
Presse release
Social networks
Mobile pop-up ads
Offline event: try to use this app at
AppleStore
SEO/SEM
Press release
Social media,
Forum, m-mkt,
POS, Google
Adwords

16. Key messages
- B2B: Easier health tracking (efficiency, time-saving)
Decline of the heathcare cost
- B2C: Everything to keep you healthy in one place
Staying healthy has never been easier!
Personalized, human-centered innovation in the heart of all we do
“Being healthy has never been easier!”, “imagine the
world… ”, “Healthcare reinvented”, “Your personal health
manager”, “take your health to a new level with iCare”

17. Expected evolutions
• The app will become an industry standard
• Connected to medical equipment
• Entry of a big actor
• Emergence of internal platforms (tailored, narrow-specialised)
• Connected personal healthcare equipment