This is an analysis of the communication and marketing strategy, SWOT analysis and general company description for Proteus ad Helius, a digital health patch to monitor your medicine intake online.

1. Marketing Case Study
Anne-Charlotte Dannacker
Irina Antonescu
Parvaneh Heydari
Zachary Kadah

2. Table of Contents
Introduction
SWOT Analysis
Goals and Strategy
Product, Price and Place
Communication Strategy
Conclusions and Recommendations
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3. Proteus Digital Health
What do mobile phones and disease have in common?
They both spread fast!
Digital Health Feedback System
– Clinicians, patients and families can use real-time information about
medication-taking, rest and activity to make informed treatment decisions
– This helps people stay on track with their daily care and keeps healthcare costs
under control
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4. How does Helius work?
• The sensor
– When two metals of opposite charge – meaning a cathode
(positive charge) and an anode (negative charge) are placed in
an ionic solution, much like what is found in our stomachs in the
form of stomach acid, the metals are polarized, thus generating
a flow of electrons and, in turn, creating power.
• The patch
– The patch, body-worn and disposable, captures and relays your
body’s physiologic responses and behaviors. It receives
information from the ingestible sensor, detects heart rate,
activity, and rest, and sends information to your mobile device.
• The app
– The patch then relays the information from the sensor and your
body onto the app. You can access secure applications that
display your data in context and support care in a variety of
different ways
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5. Proteus- Powered by you!

6. Opportunities
•Environment:
•Helius becomes the market solution for prescription medication
•Proteus can apply for governmental grants
•Market:
•Global healthcare market expected to anually grow by 6%
•Commercial launch to growing Asian markets
•Competitors & legal factors:
•Company mobilizes more fundraising investments
•Sole company that offers full solution technology approved
by FDA and CE marked
•Helius technology patented
O
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7. ThreatsT
•Environment:
•Consumer skeptisim towards new technology & lack of comprehension of older
people as target group to apply Helius
•Collection of crucial, confidential data runs the risk of criminal or terrorist
attacks
•Market:
•Compared to Asia and India the European and American market grow much
slower and less profitable
•More market entries to be expected
•Competitors & legal factors:
•Pending official allowance of Helius complete integration as digital medicine
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8. StrengthsS
•Marketing:
•High reputation and positive press reviews
•Well structured website with emotional & animated touch
•Finances:
•Strong fundraising skills & potential resources
•Strategic network of successful partners
•Organization:
•Experienced executive team & board of directors
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9. WeaknessesW
•Marketing:
•Weak customer service & satisfaction
•No functioning online distribution channel available on website
nor through distribution partner
•Non-existing price transparency for clients
•Finances:
•High financial dependence on external investors & partners
•Organization:
•Lack of several key staff positions
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10. Goals & Mission
“Proteus: Better health, powered by you”
• The company seeks to empower users and “allow people of all ages and
cultures to power their own health, taking better care of themselves and
each other”
• “Digital health for everyone, everywhere”
• The challenge faced is to manage to deliver better care to more people for
less money.
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11. Targeting & Segmentation
• End consumers
– Treatment of chronic illnesses
– Elderly (over 66, middle to high income, technology savvy)
– Transplant patients
– Families and caregivers
• Doctors and pharmacists
– See the benefits of the product and recommend it
– Better monitoring and proactive action
– Maximize efficiency
– Manage transitions
• Collaboration with pharmaceutical companies
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12. Holistic Marketing Strategy
• Create awareness and demand
• Focus on added value and core benefits
• Campaigns aimed at each of the target groups according to their interests
and buying behaviour
• Ease of use and customization
• Further testing and advertising
• Enable multiple communication channels : further develop Website,
industry magazines, television, print media
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13. Price?
• According to Proteus website, costs will vary
• Speculation in the UK:“the ultimate cost [will be] approximately
$80/month.”
• Health insurance?
• App?
• Additional charges with medication?
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14. Place & Placement
• Headquarters: Redwood City, CA
• Located near suppliers
• Ideal location / Silicon Valley
• Doctors’ offices / clinics/ medical journals/ pharmacies
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15. Communication Strategy
Current strategy:
• Focused on the web page
• Publications
• Healthcare conferences and events
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16. Web page
• For all target groups
• Very simple and understandable
• Videos with emotions
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17. Communication Channel
Strengths and Weaknesses
• Web page very well structured and adjusted for each target group
• FAQs very easy understandable and for each target group
• Feeback form
• Don‘t provide much communication channels specially to end consumers
• Critics on service
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18. Recommendation
• Customer Relationship Management
– Integrate all target groups to product developement
• More focus on personal selling but also apply mix communication strategy
• Better service and complaint management
• Find more communication channels e.g. Facebook, medical exhibitions
• Work more with the partners e.g. Novartis and try to provide a combined
communication strategy
• Offer different languages and adjust to the cultural communication behavior
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19. Thank you for your attention!