ForCare - Fortis Healthcare

ForCareFOR, we genuinely CARE…

- A FORtis HealthCARE Initiative -

The Complete Healthcare App!Covering everything -

Fortis Group

A leading integrated healthcare service provider in India with over 55 healthcare facilities across the country.

The healthcare industry has long been overburdened by slow moving innovations.

So we present the following extraordinary in-app features…

Free Features!NEW! Food Scanning &

Quality, Content Check

OPD Schedule & Appointment

No more waiting

Reports available on app

Your time is precious

Healthcare News, Guidelines, Updates of NGO events

Pedometer & Health Calculator

Online Consulting

Waiting room games & health quizzes

Premium Features

NEW! Fingerprint verified medical history cloud storage

App discounts on regular fees

Medical Insurance

Automated Medication reminders and timely door-delivery of required

medicines

Pick-up & drop service to and from the health facilities

Personalized Health Packages based on health condition

Special features for special people

Premium+ Features

Mental Health recovery sessions

Wheel-chair control through touch

Sign language to speech conversion

Regular Inspirational Videos

SITUATION ANALYSIS

PEST Analysis

The Government is providing policy

support in the form of reduced excise and customs duty, and

exemption in service tax, to support growth

in healthcare.

With increased digital adoption, the

Indian healthcare market, which is worth US$ 100

billion, will likely to grow at a CAGR of 23 per cent to US$ 280

billion by 2020.

Indian medical service consumers have become more conscious towards

their healthcare upkeep.

29% of Indians say their phone is the first thing and last thing they look at

everyday which is a telling sign of how connected we are

becoming to technology.

Average Income above ₹ 80,000 per month

People with any ailment or Health conscious people receptive to new technology and seeking comfort

40-60 year old Educated males & females

Punjab, Rajasthan, Uttarakhand, Himachal Pradesh, Delhi, West Bengal, Maharashtra,

Chhattisgarh, Karnataka, Tamil Nadu

TARGET

GEOGRAPHY

Target Market

Target Market

• Demographics

• Age group

• Psychographics

• Health

• conscious class

• Demographics

• Income group

• Geography

• Population in States

40.71% 11.3%

23.1%40%

1.062%

Population of India 2016= 1,326,801,576

Target population= 14,099,298 people

STRENGHTS

Numerous useful features in one app

Special offers & discounts

Increases conveniences

Strong brand position

WEAKNESS

0 awareness

Low budget

Less target cities

No accessibility to rural areas

OPPORTUNITIES

Technical Developments

Introducing mobile stroke units

Introducing Digestible Sensors

Expand services to other cities

THREATS

Extensive competition from both private and public sector

Technical failure

Economic slow down

SWOT Analysis

GOAL

•1.4 million downloads in 1 year of the free version’s launch

•At least 0.5% subscription for the premium version 1

= 7,000

•At least 0.0714% subscription for premium version 2

= 1,000

•Become the most valued brand in 5-7 years.

•Cost of Premium 1-

₹ 199 per month

•Cost of Premium 2 –

₹ 299 per month

•Total Revenue Expected

= ₹ 17,00,000 per month

Community First Value Position

FORTIS

POTENTIAL PARTNERS

Medical stores

Pharmacompanies

Child care product

companies like Cerelac

Pet care companies

like All4pets

Ayurveda product

companies like Patanjali

Medical Insurance Companies

Popular NGOs

Game apps

•G1 Digital Dispensary

•Telemedicine

•Other Major Hospitals

•Current Healthcare Apps

•Digital India healthcare schemes

COMPETITORS

Implementation

TACTICS

Why is our product attractive?

• BRAND NEW features •Discounts

• Cloud Record keeping• Less waiting time

•Door-delivery • Transport

•Healthcare Updates

COMMUNICATION CHANNELS• Promotions by partners

• Social media n meme,

• Mails to contact lists, • SEO• Approach Bloggers to write about our product

• Flash mob• Guerrilla marketing• NGOs help• Banners & brochures for patients in hospital

• Gift cards & flowers in hospital to patients with premium app

DISTRIBUTION CHANNELS

Play Store App StoreWindows

Store

Fortis Website

Websites of partners

BENCHMARK STATUS

A well optimised Marketing Plan Ready

Technical Development of App 10 weeks

Bank Loan 1 week

Legal Procedures 15 weeks

Venture Capital Collaborations 12 weeks

Base Set-up 3 weeks

Hiring Process 2 weeks

Advertising and Promotions Continuous

Launch 2 weeks

Implementing Control Measures Continuous

Technical Updates Continuous

Expansion Continuous

Implementation

THE ROAD AHEAD

We can introduce technologies like Digestible Sensors, Mobile stroke units,

advanced help for special people. For, India is a land full of opportunities for players in the healthcare industry.

Until Then…

Created by Rutvi Choksi, NIT Surat, during a marketing internship under

Prof. Sameer Mathur, IIM Lucknow.