5. Customers Insights
Limited household income
Prepaid card
Financial barrier to healthcare service
High Cardiovascular mortality and
morbidity rate
Unhealthy lifestyle
Situation Analysis
6. The solution is “RASDEC with a medical
Control of physical well
built-in app”
being at a lower cost
RASDE
C
Doctor in Your
Pocket
Needs & Solution
7. - Want to improve health at an affordable cost
- Not enough knowledge of keeping a healthy lifestyle
- A limited budget for health care services
- Do care about their and their family’s health condition
A user-friendly resource tool to empower
consumers to lead a better life at an affordable
price.
Target Audience, Differentiation & Positioning
10. “Be In Control. Be Healthy” Campaign
Pre- campaign Campaign Post- campaign
Doctor
in Your
1st Month 3rd Month
Pocket
9th Month
Rasdec Launch
6th Month
Testing BTL Marketing
CRM Marketing
Traditional Marketing
Marketing Plan
13. Message
Use
Easy to
Doctor in
Hea
Your Pocket
lthi
er
Message & Ads
14. TV Ads
94%
Independent
Imedi
Rating
Ad1 Ad2 Ad3
Be in Control. Be Healthy
Doctor in Doctor in Doctor in
Your Your Your
Pocket Pocket Pocket
3 months
Message & Ads
15. Radio
3 months from launch date
Rural People 60%
სერვისის დღიური
საფასური - 5 თეთრი
სერვისის განახლება
მოხდება ყოველდღე. თუ
მომსახურების
Message & Ads
16. Event
• 1 month after the launch
SMS-ის სტანდარტული
ფასი .
სერვისის დღიური
საფასური - 5 თეთრი
სერვისის განახლება
მოხდება ყოველდღე. თუ
მომსახურების
Message & Ads
17. Doctor in Your
Pocket
Tbilisi
Kutaisi Rastavi
40% Batumi
Doctor in Your
Pocket
Manage Brand
18. Chat
13 /month
Discuss
Doctor in Your 78 = free month service
Comment
Pocket
CSR Programs
Three main cellphone carriers: Magticom, Geocell and Beeline Market Share in 2010 In terms of media consumption, television and radio are the major sources of information for Georgians Newspaper Readership is low Underdeveloped Infrastructure: low internet penetration + poor postal office service no direct marketing
Prefer prepaid card Financial barrier to health care service High Cardiovascular mortality and morbidity rate Unhealthy lifestyle Lack of medical knowledge