Designing a new service for the healthcare industry under the service marketing subject.

1. Services Marketing
Project
Ashish Dhand – 19DM245
Saurabh Kumar – 19DM187
Olivia Mukherjee – 19DM129
Industry
Health Help
Presented by - Group 2 -
Sec B
Shreyansh Singh – 19DM206
Tanveer Ahmed – 19DM225
Romani Banerjee - 19DM167
Pulkita Vyas – 19DM147

2. About the Healthcare Industry
The healthcare industry comprises of-
● Hospitals
● Diagnostics
● Pathology
● Equipment and supplies
● Medical Tourism
● Telemedicine, etc

3. About the Healthcare Industry
● It is one of the most prominent contributors to India’s GDP.
● It attracts large number of domestic as well as international players.
● India has become an attractive destination for
Medical Tourism
Clinical studies
Research and Development Programs
● There is a massive growth potential and scope for expansion

4. Primary Research

5. Questionnaire For Patients - Key Stakeholders
Demographic details
Name -
Age -
Occupation -
City (Permanent Residence) -
Are you a patient or a companion to the patient? ________________

6. 1. How many times have you visited this hospital? __________
2. Did you pre book your appointment? Y/N
3. How much time did it take to get an appointment confirmation? __________
4. Could you get an appointment with the desired Physician/Specialist? Y/N
5. How long do you have to wait to see a doctor once you arrive on time for your appointment? ____
6. If you book an appointment on the spot, on an average, how long do you have to wait? _______
Questionnaire For Patients - Key Stakeholders

7. 7. Does the waiting time bother you? Y/N
8. Do you have medical insurance? Y/N
9. How much time does it take on an average to clear out bills or get discharge papers ready? ________
10. Would you rely on a mobile app/website to book an appointment? Y/N
11. Would you like to receive real time information on the length of the que of patients before you? Y/N
12. Would you be comfortable using a mobile app/website to guide you through the entire appointment
process, from selecting a doctor, collecting reports to the next follow up appointment schedule? Y/N
Questionnaire For Patients - Key Stakeholders

8. Results

9. The Real Menace

10. Gaps Identified - The Problem
● Not knowing what the patient wants
● Cumbersome appointment booking process.
● Patients using middle men to book appointments to cut the waiting
time short
● Discomfort caused to the patients die to long waiting hours
● Absence of a common database with information on practicing
physicians and specialists in a particular area/hospital

11. Solution - Health Help
A mobile application and a website, serving as a common database for
all the practicing Doctors in Delhi NCR with the hospitals they visit
&
A platform which provides an end to end solution for the patients,
starting from finding a doctor, booking an appointment, tracking an
appointment, bills checkout to follow up appointment.
The Unique Value Proposition-
Live tracking of ques around the time of appointment to avoid the long,
uncomfortable wait

12. The Prototype

14. Business Plan

15. Market for our Solution

16. Segmentation
Shop while
saving
Actively looking for
saving money
Less loyal
Out and about
-Actively looking for
alternative options
-Prefer customized
services
Sick but savvy
Consume significant
healthcare products
and services after
consultation with
doctors
Onboard and
online
-Online most of the
time.
-Not sick, but
actively looking for
new technologies
and solutions
Compliant and
content
Customers that are
happy with the
existing system of
healthcare
Cautious but
casual
-Cost conscious
-No immediate need
to consume
healthcare services

17. TARGETING
Social Class
•Upper Class
•Upper Middle
Class
•Middle Class
Age Groups
Stakeholders
above 13 years
of age
Geographic
Urban and
Sub-Urban
cities of
India
Chronically ill patients
Health and fitness oriented
Physicians
Hospitals
Health insurance companies
Pharmacies
Temporary ill patients
Nursing services
Pharmaceutical companies

18. Positioning:
“Healthcare simplified”.

19. 7 P’s
Product Place Price Promotion People
Physical
evidence
Process
An online platform that
links patients, doctors and
hospitals. The app also
let’s fix appointments,
choose doctors,
recommend doctors and
give a real time status of
queue and waiting time
Any device with an
internet connection
run on iOS, Android,
Windows or
Mackintosh
platform
Free trial- 90 days
Regular customers- Free
services
Premium customers- Premium
services, offers and schemes.
25% discount on all services
• Digital media with
active presence on
social media
platforms.
• TV advertisements
• Newspapers
• Sponsorships
Planning to recruit 50
people by the end of 1st
year.
Low contact service for B2C
customers
High contact service for B2B
customers
Majority of the
service is delivered
through online portal
Physical locations will
be made available in
strategic locations
for service
encounters
People processing
service

20. S.W.O.T. Analysis
Strengths
● Real time access to the queue.
● Analysis of medical history
● Integrated features to suggest
best possible doctors
● Budget friendly hospitals according
to distance, range etc.
● Hassle free insurance claim and
quick bill payment through our
support team
Opportunities
● First mover advantage
● Access to an already existing
customer base
● Ease of access to various hospitals
● Integration of services from
various partner hospitals
Threats
● Privacy concern
● Patients may be sceptic
● Privately owned clinics might not
collaborate
● Hospitals may not want to share patient
data with other hospital
Weakness
● Integration with multiple hospitals
might lead to mis-management initially.
● Managing cloud storage for huge
database can be expensive.
● Reluctance of patients to share medical
history.
● Keeping in check with customer’s
insurance and expiry date
● Synchronizing online and offline queue.

21. Process
Pay and
avail the
service.
(Note some
services are
free of cost)
Identify the
services you want
to avail like queue
management,
physician listings,
pharmaceuticals
etc.,
Specify your
preferences
and
background
of ailments
Verify your
identity
Register
yourself
Download
and Install
the App

23. Gap 1: Not knowing what customer wants
● Patient doesn't want to wait in long queues.
● Patient wants hassle free appointment process
● Patient wants clear communication.
● Unique ID and tracking mechanism to manage
queues and provide real time waiting status.
● 24x7 Online appointment facility.
Gap is closed

24. Gap 2: Not having the right service quality design &
standards
Difficulty in accessing information
regarding healthcare providers.
Information portal providing A-Z
information regarding healthcare
providers in the selected locality.
Gap is closed

25. Gap 3: Service quality specification and service
delivery
Healthcare providers possess fragmented
information regarding patient’s medical
history leading to degradation of treatment
quality.
Integrated Medical History for effective
diagnosis and treatment of patient.
Gap is closed

26. Gap 4: Service delivery and External
Communication
Step by Step video tutorial for all new
users tutoring customers on how to use
the application and make full use of it.
Customers are not fully aware about the
technicalities and scope of the solution
Gap is closed

28. Financials- Sales projections- Costs incurred

29. Future Goals
● Make the application more secure
● Include more doctors and nurses
● Collaborate with online pharmaceutical websites for delivery of medicines.
● Refine search results based on feedback received by patients.
● Continually update the model to include multiple Indian languages

30. Recommendations:
● The waiting time should be shortened , as many patients have to wait for hours, even a day or two
for their turn.
● Patients should be well informed about the availability of the doctor, for that day and the week as
well, so that they have a clear idea about when to make an appointment.
● The insurance claim and bills take a lot of time to clear, to which the customer find it even more
difficult to clear their dues.
● Hospitals should partner with insurance companies, to provide affordable health insurance to
patients.

31. Thank You!