Dr.Shalini Ratan, MD Founder and Chief Knowledge Facilitator

Qualification / Experience

• MBBS, MD, Post doctoral fellowship.

• 9 years of medical marketing in pharmaceutical industry.

• Domestic and multinational organizations.

• Govt. and research based organizations

Professional strengths

• Strategic use of scientific communication

• Art and craft of scientific writing

• Value addition to scientific marketing

• Healthcare public relations• Can interface between

academics and industry• Can interface between medical

and marketing• Proven credibility in academics

and industry

The Journey of NIRVAN began from November 2009…..BY DEFAULT….NO IDEA…

My strengths as a beginner..Risk taking ability..

Thought of being different..Strong intention..

Not to forget my limitations

• No business background.• Earning for myself.• Unpleasant experiences.• No major financial backup.

But “I” ??

Evolution of the IDEA….

• A faint thought which gradually started glowing in mind.• Started with identifying gaps between HCO and HCP.• A purpose gave birth to NIRVAN and it’s LOGO…• Having an enlightened and liberated MIND…• Change in thinking and functioning..• Knowledge, Engagement, Empowerment, Relationship…

Company established as a Communication and Knowledge Facilitator for

Healthcare Organizations and Healthcare Professionals

• Pharmaceutical – Growing at 12% despite global economic pressures

• Hospitals/Nursing Homes – Growing at 20%

• Medical Equipment – Growing at 15%

• Clinical Lab Diagnostics -Growing at 30%

• Imaging Diagnostics – Growing at 30%

• Other Services (includes Training & Education; Aesthetics & Weight loss; Retail Pharmacy etc).– Growing at 40%

Source : Mediminds

Key Segments in Healthcare

Mushrooming of medical tourism in leading hospitals….IndiaToday, 2010

At The Cradle, Bangalore, a luxury car will be at your beck and call.

15 mega projects in

2010IndiaToday

Sharpening of the IDEA is a continuous process..IDEA CONCEPT

Facilitating and Packaging the CONCEPT…

NIRVAN

Strategic

communication Transforming

Relationships

Educate with “KNOWLEDGE”

Engage with “TOOLS”

Empower with “BENEFITS”

Target Audience - Relationship model

Healthcare Professionals (HCP)• Healthcare Specialists• Healthcare Consultants• Family Physicians• Other Healthcare Professionals

Healthcare Organizations (HCO)• Pharmaceuticals• Non-pharma healthcare• Device companies• Diagnostic companies• Clinical laboratories• Research Institutes

Products / Services

Knowledge MM

Patient MM

Clinic MM Doctor knowledge MM

Patient education MM

Sales / Marketing knowledge MM

Managing Patients and Practice – Workshops

NL Ambience CME Health education videos

Medico-marketingConsultancy

Medico marketing tool

Posters A-V Film Scientific/non-scientific literature

Awareness progs.

Training

Lectures Lectures Website NL Patient groups

Scientific commun. strategy

Publications Patient alliance

Staff / front desk training

Managing Patients and Practice – WS

Promotional material

Patient home service

Awareness progs.

Disease MM courses

Updating website content

HCP HCO

Value Doctor-Patient

• Goodwill of patients• Holistic management of

patients• Increase word of mouth• Increase patient base• Enhance medical

practice• Reflect the quality and

image of the clinic• Build a BRAND

Organizations-Doctors

• Increase customer loyalty• Increase customer base• Enhancing knowledge of sales

and marketing professionals

NIRVAN

Sustainable advantage with differentiation

HCO

• Gift knowledge to doctors.• Small / Medium companies

do not have in house medical deptt.

• Device and diagnostic industries still lack scientific communication and training.

• Training with a difference.• Doctors as first line to deal

with clients.

HCP

• Doctor-Patient relationship • Of the doctors, For the doctors,

By the doctors• Medical practice management.

Hurdles to take the concept across..

• Resistance to change…Awareness required• Management considered as advertising…themselves

managing practice.• Not willing to pay…creating value.• Companies not used to unconventional ways of

promotion…approaching on a regular basis.• Control on expenditure…. short term consultancy / part

time.• Sponsors needed….looking for partners.• Time and energy spent on follow up….

Strength required to overcome the hurdles

• Exude enthusiasm….convinces people.• No hesitation in meeting new people…to explore new

avenues.• Unlearn to relearn…no ego hassles.• Experience of medicine and corporate…gives confidence

and belief.• Accepted being a doctor…make use of it.• NIRVAN is within me…

Current Status..

Focusing on :Medico Marketing: Commun. agencies, Companies.

Approach:• Old references• LinkedIn• Writing articles• Email promotion• Brochure• Promo. Material: Email, Courier.• Cold calls by Relationship Manager• Website under development• Personal meetings

Self made promotional material

Current Status

Focusing on:“Managing Patients and Practice” Workshops: Docs and companies.

Modules and approach for creating awareness and enrolling docs.• Good doctor / Good Doc-patient Relationship

• Docs : Awareness seminars at associations,Medical colleges, hospitals, Meeting docs, Advert. In assoc. magazines,Exhibition.

• Patients : Awareness seminars at Social clubs, Trusts, NGO’s, Press release, newspaper articles etc.

• Practice manager / Soft skills

Exhibition at IMA, March 2010

Affiliations / Alliances

• Medical associations / Hospitals: KMA, IMA, BNHA,Sion hospital, Raheja,

Kokilaben.• Publication houses / Training academies: PASSI.• Healthcare Organizations: Bayer, Aventis, Abbott.: Novel idea• Partnering with IT healthcare professionals : Platform to approach doctors• Partnering with Nutritionists / Psychologists• Partnering with other scientific associations• Partnering with NGO’s / Councilors• Clinicians, Marketing and Branding expert

Member:1. Indian Medical Association2. Kandivli Medical Association3. Indian Merchants Chamber – Health and

Fitness Committe

Achievements

• Idea getting accepted gradually.• Good response at exhibition…

>90% of docs willing to learn to how to enhance practice.

• IMA lecture in July 2010 for the medical students.

• Articles in medical association magazines, journals and online.

• People getting convinced and approaching to explore partnership.

• Waivered sponsorship.• Possibility to talk at a National

Conference on “Excellence in Healthcare in 21st Century” at Srinagar.

• Pharma companies planning to sponsor / outsource the workshops.

• First open program planned at Pune in July, 2010.

• Working with two clients for medical communication

Medical communication for HCO

Consultancy for HCO and HCP.

Initial low cost open workshops.

Workshop sponsorship from

HCO.

Revenue

Lines

Expenditure of around Rs.70000 as Capital Cost

Future Plans

• Doctors to pay from their pocket..as the concept needs to be accepted as an educational requirement.

• Medical Practice Management in B Schools, Patient Relationship Management in Medical colleges.

• Certification for the Programs / Workshops• Workshops across India.• International clients….Outsourcing company for

Healthcare Communication and Medical Practice Management.

• Corporate Health Programs.

People Supporting

• OD Consultant : Part time• Business Development: Voluntary support• Relationship Manager: Employee• Chartered Accountant• Web Designer• Mentors and Advisors• Friends and Family• My Driver

Some TIPS…

• Always keep sufficient no. of visiting cards.• Always keep pen drive handy.• Send all business communications in a pdf format.• Keep upgrading knowledge in business, self improvement,

work concept.• Keep meeting people and be “aware” of the CLUES given.• Respond to people.

Some Sharing…

• Vision of changing conventional mindset of people.• Never faced any problem being a woman.• Power of intention works.• Plan with 5 senses and achieve with 6th sense.• A laser beam focus on the goal.• Microanalysis leads to paralysis.• Uncomfortable in the comfort zone.• Success is not in receiving the first cheque but when

people start RELATING to your idea.

Long way to go…..