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A project study to determine the factors affecting the
selection of a doctor for treatment and Proposals for
marketing communication of service among consumers
Arunima Sinha
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Page 1
A PROJECT REPORT ON
Study to determine the factors affecting the selection of a doctor for treatmentAnd
Proposals for marketing communication of service among consumers
SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE DEGREE OF
POST GRADUATE DIPLOMA IN MANAGEMENT OFFERED
BY
COMPLETED AT
SUBMITTED BY:
ARUNIMA SINHA
MM1012222
PGDM (MARKETING) 2010-2012
BIMM
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ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would not have been possible without
the kind support and help of many individuals and organizations. I would like to
extend my sincere thanks to all of them.
First and the foremost, I would like to convey my gratefulness to my Project/Training
guide , MR. Manish Mohite, for his guidance and support throughout my project,
under whose mentorship I had the opportunity to learn at RELIGARE
TECHNOLOGIES. I thank him gratefully for his absolute patience in helping me
endure my project,
I would like to express my deepest gratitude towards the company, for having given
me an opportunity to work on the project/training which proved to be a great learning
experience for me,
I express my gratitude to the placement committee, faculty, esteemed DirectorDr.
Seema Singh Zokarkar and our Executive DirectorProf. (Col.) A.
Balasubramanian for providing me with an opportunity to work on a project, which
has proven to be a valuable learning experience and also a memorable one,
The supportive trainee fellows at RELIGARE TECHNOLOGIES for lending their
hands and giving continuous support during my 2 months period of (Company
project study/ Training) in this company.
Last but not least, I also thank all those people whom I met in the field during my
internship and helped me to accomplish my assignments in the most efficient and
effective manner.
Arunima Sinha
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INDEX
S. NO. PARTICULARS PAGE NO.
1 Executive Summary 4
2 Introduction 7
2.1 Objective
2.2 Research Methodology
3 Company profile 9
3.1 About Religare Technologies
4 Service profile 12
4.1 About HealthLine 24x7
5 Healthcare Industry Analysis 14
5.1 Brief overview of Healthcare Industry
5.2 Market overview
6 Marketing communication 17
7 Data Analysis 24
7.1 Data collection7.2 Data analysis : Factor Analysis
8 Findings and Conclusions 33
9 Recommendations 35
10 Bibliography 36
11 Appendix 37
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EXECUTIVE SUMMARY
It is essentially axiomatic that modern health care is an information and knowledge
intensive enterprise. The information collected in health care includes among other
things medical records of individual patients (both paper and electronic, spread
across many different health care organizations), laboratory test results, information
about treatment protocols and drug interactions, and a variety of financial and
administrative information.
Whereas the practices of 20th century health care were based largely on paper,
there is now a broad consensus that realizing an improved 21st century vision of
health care will require intensive use of information technology to acquire, manage,
analyze, and disseminate health care information and knowledge
Also the patients in present era use a lot of information to search, select, compare
and evaluate doctor while selection for treatment.
Objective of Religare is to launch an Information Service Center(HealthLine 24X7)
exclusively for the Healthcare Sector. The Information Service Center will consist of
a website, a helpline number as well as sms service. HealthLine 24X7 provides
round the clock healthcare information assistance accessible anytime anywhere. Itattempts to reduce the information asymmetry in the healthcare landscape by
bringing together all the stake holders on a common platform. It offers business and
consumer services.
The primary objective of the project is to determine the factors affecting the selection
of doctor for treatment. Segregating and understanding those factors which are
important from the non important ones will help the company to emphasize on the
major factors to promote and also help to use the research result to present anevidence before the doctors about what patients seek in a doctor while selecting
them for treatment.
Also the project helps to understand the penetration level of online/phone based
healthcare services present in India. The awareness level of consumers about such
services is very low instead of their strong belief that such services are very useful.
So the major task for company is to make people aware of the services through the
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promotion mix or the new communication media like social media Facebook, twitter,
viral marketing etc.
The questionnaire was developed to understand consumer behavior for healthcare
information services. This questionnaire consisted of structured questions which tried
to capture consumer responses on 7 point Likert scale. The analysis of this
questionnaire helped to provide information about:
Factors that affect the selection of a doctor for treatment by a patient.
Acceptance of online/phone based healthcare services among consumers
and their perception about its usefulness
Proposal for marketing communication of such services by giving detailed
report about the tools available.
This research analysis yields the results which can be used to enhance the database
and provide better service. This also helps to interpret consumer behavior about
online and phone based services.
The major findings from both the part of research work could be summarized as:
The provision of information technology designed to support health care
services has become an enormous and growing market.The health careinformation technology (HCIT) sector is booming.
This Healthcare Information System will improve our societys health, as it will
provide lots of health information to a common man
Toll free number where patients either by calling or through SMS can avail the
necessary information is a first of a kind service launched in India. It has huge
scope to grow but faces limitations of good infrastructure and widespread
awareness.The potential of such a service to become a success is high because
consumers now a days have become time constraint and
The present condition of healthcare ecosystem in the metro could be
understood clearly
The main recommendation for the company is to aggressively follow various
awareness programs to make the consumer aware of the services. It could be
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done by advertising on social media like Facebook etc. and events like health
camps organized at housing societies, institutions etc.
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INTRODUCTION
OBJECTIVE
The primary objective of the project is to determine the factors that affect the
selection of doctor for treatment and proposal for marketing communication of the
service.
The secondary objectives of the project are:
To determine the attributes that affect selection of a doctor for treatment
To determine the factors that affect the selection of a doctor
To determine the specific percentage of population that uses online
healthcare services
To make proposal for communication of such services
To see whether online/phone based services are acceptable among people or
not
RESEARCH METHODOLOGY:
1. Formulating Research Problem:
People: The customer base and the users have been identified. Doctor,
Hospitals, pathology lab etc are customer and everybody who will use the facility is
user.
Problem: The condition of present Healthcaresector it has to be analyzed that
whether the product which will be launched will be a success or not.
2. Conceptualizing Research design:
The study is an exploratory research study and I used Strata Sampling (Non-
Probability Sampling) to serve the purpose. For the purpose of present study a
related sample of population was selected on the basis of convenience
3. Constructing an instrument for data collection:
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Questionnaire for consumer is developed by me. It is a Likert scale type of
questionnaire. There is some open ended question. Every question is directly related
to the project objective
4. Selecting a sample:
I used random sampling in the area designated by the company.
5. Writing a research proposal:
A Research proposal is shown to the supervisor for validation. It contained
a. What am I intend to do b. How my plan will proceed
c. Why I selected the proposed strategy
6. Collecting data:
The data has been collected by direct administering of structured questionnaire to a
set of respondents.
7. Processing data: Factor analysis was performed to understand the major factors
and pie charts and bar charts were used to interpret the responses give.
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COMPANY PROFILE
Religare Technologies is the IT services business of a large diversified Indian
transnational business group. The group pursues aggressive business interests
globally in IT products (Religare Technova) Financial Services (Religare
Enterprises), Health Care (Fortis Health Care), Wellness (Religare Wellness,
formerly Fortis HealthWorld), Diagnostics (Super Religare Laboratories, formerly
SRL Ranbaxy) and Aviation and Travel (Religare Voyages).
The Religare Technologies umbrella includes offerings in Business Solutions,
Infrastructure Solutions, Business Process & Knowledge Services & Information
Services.
Currently with over 2000 employees and presence in over 10 countries, Religare
Technologies is poised to be a leader in the global IT Services space. Religare
Technologies focuses on clients in key verticals such as Financial Services,
Insurance, Capital Markets and Health Sciences (Health Care and Pharmaceuticals).
PROMOTER GROUP
Religare is an emerging markets financial services group with a presence acrossAsia, Africa, Middle East, Europe, and the Americas. In India, Religares largestmarket, the group offers a wide array of products and services including broking,insurance, asset management, lending solutions, investment banking and wealthmanagement. With 10,000-plus employees across multiple geographies, Religareserves over a million clients, including corporate and institutions, high net worthfamilies and individuals, and retail investors.
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Super Religare Laboratories Limited (formerly SRL Ranbaxy) within 11 years ofinception has become the largest Pathological Laboratory network in South Asia. Itstarted a revolution in diagnostic services in India by ushering in the mostspecialized technologies, backed by innovation and diligence. The current footprintextends well beyond India in the Middle East and parts of Europe.
Religare Wellness Limited (formerly Fortis Healthworld) is one of the leadingplayers in the wellness retail space with a footprint of 100 stores across India. Thegroup envisages setting up a pan India world class retail network of wellness storesthat would provide comprehensive solutions under one roof.
The group also operates in the domain of integrated Air Charter and Travel,anchored under the holding company Religare Voyages Ltd. The Air Charterbusiness is one of the largest in the non-scheduled space in the country with its owntop-of-the-line fleet that comprises jets, helicopters and turbo props. The travelbusiness is duly accredited for complete management of both in-bound and out-bound domestic and international travel.
Fortis Health Care Limited, established in 1996 was founded on the vision ofcreating an integrated Health Care delivery system. With 22 hospitals in India,
including multi-specialty & super specialty centres, the management is aggressivelyworking towards taking this number to a significant level in the next few years toprovide quality Health Care facilities and services across the nation.
OFFERINGS
Business SolutionsEnterprise SolutionsSAP
Navision
CRM
http://www.religaretech.com/business-solutions.asphttp://www.religaretech.com/enterprises-solutions.asphttp://www.religaretech.com/entsol-sap.asphttp://www.religaretech.com/entsol-sap.asphttp://www.religaretech.com/entsol-navision.asphttp://www.religaretech.com/entsol-navision.asphttp://www.religaretech.com/entsol-crm.asphttp://www.religaretech.com/entsol-crm.asphttp://www.religaretech.com/entsol-navision.asphttp://www.religaretech.com/entsol-sap.asphttp://www.religaretech.com/enterprises-solutions.asphttp://www.religaretech.com/business-solutions.asp7/31/2019 Arunima MM1012222
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Business Intelligence
Application ServicesAppl Development Services
Appl Testing ServicesAppl Maintenance Services
Infrastructure SolutionsLaptops/ Desktops
Servers, Storage & VirtualizationInformation Security &AvailabilityNetworkingMicrosoft Licensing
Knowledge and Business Process SolutionsBPO
Voice OperationsNon Voice Operations
IT HelpdeskKPOFinancial Services
Business AnalyticsHRO
LPOConsulting
Information ServicesResearch & Intelligence
Web SolutionsInformation Search & Media
Industry services
Financial services Insurance Healthcare Life sciences Diversified
http://www.religaretech.com/entsol-busintg.asphttp://www.religaretech.com/application-services.asphttp://www.religaretech.com/appl-dev.asphttp://www.religaretech.com/appl-dev.asphttp://www.religaretech.com/appl-test.asphttp://www.religaretech.com/appl-main.asphttp://www.religaretech.com/servers.asphttp://www.religaretech.com/is-availability.asphttp://www.religaretech.com/is-availability.asphttp://www.religaretech.com/is-availability.asphttp://www.religaretech.com/networking.asphttp://www.religaretech.com/networking.asphttp://www.religaretech.com/microsoft-licensing.asphttp://www.religaretech.com/microsoft-licensing.asphttp://www.religaretech.com/knowledge-bpo.asphttp://www.religaretech.com/bpo.asphttp://www.religaretech.com/voice-outbond.asphttp://www.religaretech.com/voice-outbond.asphttp://www.religaretech.com/non-voice.asphttp://www.religaretech.com/non-voice.asphttp://www.religaretech.com/it-helpdesk.asphttp://www.religaretech.com/kpo.asphttp://www.religaretech.com/financial-services.asphttp://www.religaretech.com/financial-services.asphttp://www.religaretech.com/business-analytics.asphttp://www.religaretech.com/hro.asphttp://www.religaretech.com/lpo.asphttp://www.religaretech.com/consulting.asphttp://www.religaretech.com/consulting.asphttp://www.religaretech.com/information-services.asphttp://www.religaretech.com/research-intelligence.asphttp://www.religaretech.com/research-intelligence.asphttp://www.religaretech.com/web-solutions.asphttp://www.religaretech.com/web-solutions.asphttp://www.religaretech.com/is-media.asphttp://www.religaretech.com/is-media.asphttp://www.religaretech.com/web-solutions.asphttp://www.religaretech.com/research-intelligence.asphttp://www.religaretech.com/information-services.asphttp://www.religaretech.com/consulting.asphttp://www.religaretech.com/lpo.asphttp://www.religaretech.com/hro.asphttp://www.religaretech.com/business-analytics.asphttp://www.religaretech.com/financial-services.asphttp://www.religaretech.com/kpo.asphttp://www.religaretech.com/it-helpdesk.asphttp://www.religaretech.com/non-voice.asphttp://www.religaretech.com/voice-outbond.asphttp://www.religaretech.com/bpo.asphttp://www.religaretech.com/knowledge-bpo.asphttp://www.religaretech.com/microsoft-licensing.asphttp://www.religaretech.com/networking.asphttp://www.religaretech.com/is-availability.asphttp://www.religaretech.com/is-availability.asphttp://www.religaretech.com/servers.asphttp://www.religaretech.com/appl-main.asphttp://www.religaretech.com/appl-test.asphttp://www.religaretech.com/appl-dev.asphttp://www.religaretech.com/application-services.asphttp://www.religaretech.com/entsol-busintg.asp7/31/2019 Arunima MM1012222
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SERVICE PROFILE
HealthLine 24x7 is a place for reliable relevant and complete health information.
They are Indias first free 24X7 patient centric , health information on web and
voice.(Call on 33006666 or reach at www.healthline24x7.com )
HealthLine 24x7 is a one-stop destination for in-depth and exhaustive patient centric
information on healthcare.
They provide unique Search Compare Evaluate Select feature.At HealthLine 24x7, the consumer can search a comprehensive database of all the
healthcare service providers listed from across the five metros. These healthcare
service providers have been categorized on basis of various parameters of
consumers choice to make things easier. This categorization will help to compare
and evaluate the healthcare service provider not only on the criteria of location and
specialization but also on other benchmarks like- experience level, education details,
fee, timing, emergency handling, home visit, awards won, etc. their aim is to help
select the most suitable healthcare service provider. HealthLine 24x7s work does
not end with the search; they even have the facility to schedule appointment of the
healthcare practitioner.
HealthLine 24x7 has also compiled an exhaustive listof diseases complete with
their causes, symptoms, diagnosis, treatment and alternative remedies. This
information will make understand the disease better and manage and monitor it more
efficiently and effectively. But If the disease is not known how will the consumer
know which specialist to consult for the treatment?
Then Symptom-to-disease-to-specialist tool is there to help. HealthlLine 24X7, will
not only help to identify the possible causative diseases but also assist in locating
the right specialist. Their dedicated and qualified team is available round the clock;
ready to address any health query.
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HealthLine 24x7 provides robust information on all medicines categorized by
pharmacology - action time, common dosage, what to do in a missed dose, over
dose, precaution during pregnancy, for kids and for old age, side effects, used to
treat diseases, price comparisons by various manufactures, availability in locations,
brands available, substitutes or alternatives, etc.
At HealthLine 24x7 the consumer gets access to all this information and more. Apart
from being a credible source of health information, HealthLine 24x7 is also a platform
where you can connect to people suffering from similar diseases/conditions; take
opinion and guidance from expert medical professionals, etc. on the various
discussion forums.
Their goal is to provide the most comprehensive search experience for health
information.
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HEALTHCARE INDUSTRY OVERVIEW
Health Care Industry In India
The rate of growth of the health care industry in India is moving ahead neck to neck
with the pharmaceutical industry and the software industry of the country. Much has
been said and done in the health care sector for bringing about improvement. Till
date, approximately 12% of the scope offered by the health care industry in India has
been tapped. The health care industry in India is reckoned to be the engine of the
economy in the years to come. Health care industry in India is worth $17 billion and
is anticipated to grow by 13% every year. The health care sector encompasses
health care instruments, health care in the retail market, hospitals enrolled to the
hospital networks etc.
Health care industry in India and the GDP or gross domestic product:
Expenses incurred by the Indian Government on health care are the highest
amongst developing countries. India's expenses on health care sector comprise
5.25% of the GDP. Chances are that the health care market could experience a hike
and attain a figure ranging between $53 to $73 billion five years from now. This in
turn will reflect an increase in the gross domestic product to 6.2% GDP. The health
care industry in India earns revenues accounting for 5.2% of gross domestic product.
Healthcare Infrastructure
The Indian healthcare industry is seen to be growing at a rapid pace and is expected
to become a US$280 billion industry by 2020. The Indian healthcare market was
estimated at US$35 billion in 2007 and is expected to reach over US$70 billion by
2012 and US$145 billion by 2017. According to the Investment Commission of India
the healthcare sector has experienced phenomenal growth of 12 percent per annum
in the last 4 years. Rising income levels and a growing elderly population are all
factors that are driving this growth. In addition, changing demographics, disease
profiles and the shift from chronic to lifestyle diseases in the country has led to
increased spending on healthcare delivery.
Even so, the vast majority of the country suffers from a poor standard of healthcare
infrastructure which has not kept up with the growing economy. Despite having
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centers of excellence in healthcare delivery, these facilities are limited and are
inadequate in meeting the current healthcare demands. Nearly one million Indians
die every year due to inadequate healthcare facilities and 700 million people have no
access to specialist care and 80% of specialists live in urban areas.
In order to meet manpower shortages and reach world standards India would require
investments of up to $20 billion over the next 5 years. Forty percent of the primary
health centers in India are understaffed. According to WHO statistics there are over
250 medical colleges in the modern system of medicine and over 400 in the Indian
system of medicine and homeopathy (ISM&H). India produces over 25,000 doctors
annually in the modern system of medicine and a similar number of ISM&H
practitioners, nurses and para professionals. Better policy regulations and the
establishment of public private partnerships are possible solutions to the problem of
manpower shortage.
India faces a huge need gap in terms of availability of number of hospital beds per
1000 population. With a world average of 3.96 hospital beds per 1000 population
India stands just a little over 0.7 hospital beds per 1000 population. Moreover, India
faces a shortage of doctors, nurses and paramedics that are needed to propel the
growing healthcare industry. India is now looking at establishing academic medical
centers (AMCs) for the delivery of higher quality care with leading examples of The
Manipal Group & All India Institute of Medical Sciences (AIIMS) already in place.
As incomes rise and the number of available financing options in terms of health
insurance policies increase, consumers become more and more engaged in making
informed decisions about their health and are well aware of the costs associated with
those decisions. In order to remain competitive, healthcare providers are now not
only looking at improving operational efficiency but are also looking at ways of
enhancing patient experience overall.
India has approximately 600,000 allopathic doctors registered to practice medicine.
This number however, is higher than the actual number practicing because it
includes doctors who have emigrated to other countries as well as doctors who have
died. India licenses 18,000 new doctors a year.
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MARKET OVERVIEW
Share of tertiary care in the total healthcare market is around 11 per cent
Market for tertiary care is expected to grow at a faster rate, due to rise in
complex ailments such as heart diseases and cancer.
The per capita healthcare expenditure in India grew by 9.3 per cent between
the years 1993-94 and 2001-02.
After the economic reforms in 1986, public health expenditure has remained
more or less stagnant between 0.9 per cent to 1.2 per cent of GDP
With rise in income levels and increasing adoption of health insurance, the
demand for tertiary care is expected to grow.
During 2006-2011, the average annual growth in health expenditure by the
BRIC countries is estimated at 11 per cent. It is expected to touch US$ 413
billion by 2011.
From, these articles it can be assumed that the healthcare sector has a huge scope
in the market. This assumption will be verified with the research later on.
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MARKETING COMMUNICATION
In addition to developing a good product/service and pricing it attractively companies
need to communicate with -
Present/ potential customers
Other stakeholders
General public
To communicate effectively, marketers create/use the marketing communication
mix/promotion mix.
Promotion mix made up of:
Advertising: paid form of non-personal presentation and promotion of
ideas/goods/services by an identified sponsor.
Sales promotion: variety of short term incentives to encourage trial/purchase
of product/service
Public relations and Publicity: variety of programs designed to promote/
protect companies image/individual product e.g. events
Personal Selling: Face to face interaction with one/more prospectivepurchasers for the purpose of making presentation answering
questions/procuring orders
Direct Marketing: use of mail/phone/fax/other non-personal contact tools to
communicate directly with/ solicit direct response from customers and
prospects.
COMMUNICATION OBJECTIVE COULD BE:
Awareness: If majority of audience is unaware of object, the communicators task is
to build awareness (could be even name recognition)
Knowledge:
Target audience may have company/product awareness, but not much more
Task is then to select product knowledge as the communication objective
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Liking:
If target audience knows about product, was need to know how they feel
about it
If feeling is negative/unfavourable , marketer has to find out reasons for this
feeling
Then communication objective is to enhance/convert feeling to a
positive/favourable feeling.
Preference:
When target audience likes the product but may not prefer it to others/ overothers, communication objective is to build consumer preference which could
be done by promoting differentiators
Conviction:
Target audience may prefer a product but may not develop a conviction about
buying
Communications task is to build conviction among interested audience
Purchase:
Some members of target audience may have conviction but may not purchase
due to various reasons such as they might need more information or plan to
buy later
Then communicators task is to lead audience to take final step which could
be through limited trial, price benefit for limited period or any other limited
additional benefit
SELECTING COMMUNICATION CHANNEL:
Communicator needs to select efficient channel of communication to carry messages
Communication channel could be:
Personal
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Non personal
Personal Communication Channels:
They may communicate face to face, over telephone, through mail
They derive their effectiveness through the opportunity for customization and
feedback
Non-Personal Communication Channels:
Non personal communication channel carry messages without personal
contact/interaction
They include:
Media : It consists of
Broadcast media : TV/Radio/Net advertisements
Print media: Newspaper/magazine/direct mail
Electronic media: audio/video tapes, CDs
Display Media : hoardings, banners, kiosks, posters ,gantrys
and OOHs
Atmosphere : it is basically a packaged environment thatcreate/reinforce buyers leaning towards products purchase
Event: they are occurrences designed to communicate particular
messages to target audience e.g. press conferences, sponsorships
How to decide on the promotion mix:
Companies need to distribute the total promotion budget over the five promotion
tools:
Advertising
Sales promotion
PR and Publicity
Sales force for personal selling
Direct Marketing
Companies search for increased communication by substituting one tool for another.
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FACTORS THAT INFLUENCE CHOICE OF EACH PROMOTIONAL TOOLS ARE :
1. TYPE OF PRODUCT MARKET: For consumer market advertising and sales
promotion give better result while for industrial market personal selling and
sales promotion give better result2. PUSH VERSUS PULL STRATEGY:
3. BUYER READINESS STAGE:
PROMO
COST
AWARENESS COMPREHENSION CONVICTION ORDERING REORDERING
ADVERTISING +
PUBLICITY
PERSONAL
SELLING
SALES
PROMOTION
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4. PRODUCT LIFE CYCLE STAGE:
INTRODUCTION GROWTH MATURITY DECLINE
PROMO COST
EFFECTIVENE
SS
SALES
PERSONAL
SELLING
ADVERTISING +
PUBLICITY
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BRAND INTRODUCTIONS AND FACTS
Findings on brand introductions:
Managers should expect better results in terms of market share in markets
where a limited number of brands hold a large share which renders such
market more attractive to new brands. A new brand should be supported with a larger effort when introduced into a
fast growing market than when the market is mature.
The amount of communication effort used to introduce a brand depends on
only one manufacturer characteristic- the availability of resources
The level of marketing effort supporting brand introduction depends on :
Product quality
Growth rate of market
Size of market Low market concentration
Firms resources
Firm familiarity with the market
Relationship between Awareness and Trial:
Awareness
Trial
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Relationship between Awareness and Reach:
Awareness
Reach
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DATA ANALYSIS
DATA COLLECTION TECHNIQUE
Primary Data Collection: The data has been collected directly from respondent with
the help of structured questionnaires.
Secondary Data Collection: The secondary data was collected from friends and
internet.
SURVEY
Survey was done in PUNE region to get primary data with specified area as:Anandnagar, Sinhagad Road
RESEARCH INSTRUMENT:This work is carried out through questionnaires. The questions included were:
Dichotomous questions, Closed ended questions, multiple choice questions.
CONTACT METHOD:
Personal Interview
DATA COLLECTION PERIOD:
8 weeks
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DATA ANALYSIS
1. Have you ever searched for a doctor /clinic/hospital online?
The survey result shows that less half of the sample population has ever searched
for either a clinic or doctor online. This shows that the general trend of population is
that they do not search for clinic/ hospital online.
2. Have you ever visited the website of a doctor?
The percent of population that has ever searched for a doctor online is very low.
Generally the trend is that people search for clinics/hospital online rather than
individual doctor.So standalone website of a doctor is not so popular still in our
country.
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3. Have you ever visited the website of a clinic?
The percent of people visiting website of a clinic is good enough. The awareness of
people to visit website of a clinic is considerably higher than searching for a doctor.
4. Have you ever searched for a pathology lab, radiology lab, ambulance
etc online?
The percent of people searching for laboratories online is surprisingly is very low.
This might be because laboratories are often suggested by the respective doctor so
eliminating any search criteria.
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5. Have you ever searched about diseases/ medicines online?
The percent of people searching about diseases is greater than 50%. People often
search about information on some critical and rare diseases.
6. Would you like to have online/phone based consultation from a doctor?
On being asked whether they would like to have an online consultation or
consultation over a phone call with a doctor, they agreed in majority. They said it
would be very convenient if they could get an opinion from doctor immediately over
phone and save them from anxiety.
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7. Do you know about any online/phone based healthcare information
serviceprovider?
Majority of people do not have any knowledge about online/phone based healthcare
information services in India. This shows a very low awareness level among the
population about such services instead of presence of such services.
8. Have you heard about HealthLine 24x7 ?
Majority of people have not heard about the service offered by HealthLine 24x7. The
awareness level about the service is very low. So the company needs to create
awareness among the consumers about its services.
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9. Do you think an online service which provides detail information about
doctor, clinic, hospital and labs on one platform is USEFUL.
Majority of people feel that an online service which provides healthcare information isvery useful tool. This shows the greater chances of acceptance of the service being
provided by the company which is a online/phone based healthcare information
service.
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FACTOR ANALYSIS
Communalities
Initial Extraction
personal_acquaintance 1.000 .747
physical_proximity 1.000 .911
recommendation 1.000 .490
good_service 1.000 .412
consultation_ fees 1.000 .497
specialisation 1.000 .863
experience 1.000 .707
gender 1.000 .740
working_days 1.000 .724
appointment_time 1.000 .731
24hrs_emergency 1.000 .593
friendly_behaviour 1.000 .770
degrees 1.000 .894
time_spent 1.000 .711
good_communication 1.000 .757
Extraction Method: Principal Component Analysis.
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Total Variance Explained
Component
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
%
dimension0
1 3.995 26.634 26.634 3.995 26.634 26.634 2.721 18.139 18.139
2 1.992 13.279 39.912 1.992 13.279 39.912 2.554 17.027 35.167
3 1.847 12.316 52.228 1.847 12.316 52.228 2.122 14.145 49.312
4 1.411 9.405 61.633 1.411 9.405 61.633 1.741 11.605 60.917
5 1.301 8.673 70.306 1.301 8.673 70.306 1.408 9.390 70.306
6 .980 6.531 76.837
7 .833 5.552 82.389
8 .800 5.333 87.722
9 .551 3.671 91.393
10 .456 3.042 94.434
11 .295 1.965 96.399
12 .282 1.882 98.281
13 .143 .953 99.234
14 .072 .483 99.717
15 .042 .283 100.000
Extraction Method: Principal Component Analysis.
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Component Matrixa
Component
1 2 3 4 5personal_acquaintance -.171 -.014 -.171 .762 .328
Physical_proximity .770 -.497 .158 .015 .213
recommendation .163 .448 -.039 -.119 .497
good_service .511 .180 -.216 .226 .145
consultation_ fees .536 -.125 .192 .396 -.002
specialisation .336 .675 .492 -.176 -.145
experience .282 -.183 .517 .471 -.323
gender -.148 .020 .844 .025 -.076
working_days .537 -.384 .016 -.446 .300
appointment_time .524 -.639 .201 -.071 -.059
24hrs_emergency .693 -.085 -.145 -.100 .274
friendl_behavioury .569 .052 -.268 -.217 -.569
degrees .626 .550 .366 -.063 .248
time_spent .683 .302 -.265 .286 -.032
good_communication .599 .215 -.387 .089 -.440
Extraction Method: Principal Component Analysis.
a. 5 components extracted.
Rotated Component Matrixa
Component
1 2 3 4 5
personal_acquaintance -.161 -.019 -.089 .078 .841
Physical_proximity .896 .173 .062 .263 .073
recommendation .047 -.017 .595 -.330 .155
good_service .215 .458 .277 -.020 .281
consultation_ fees .351 .273 .131 .465 .256
specialisation -.173 .138 .764 .301 -.373
experience .103 .083 -.029 .825 .084
gender -.087 -.513 .235 .609 -.209
working_days .801 .006 .096 -.169 -.214
appointment_time .739 .069 -.221 .336 -.135
24hrs_emergency .622 .344 .265 -.110 .071
friendl_behavioury .155 .734 -.059 .063 -.447
degrees .208 .198 .882 .178 -.051
time_spent .169 .715 .333 .071 .234
good_communication .047 .858 .047 .058 -.109
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FINDINGS AND CONCLUSIONS
The percentage of people who search for doctors, clinics, hospital online is about50%. Mostly people search online for hospital and not doctors.
Website visit is particularly restricted to the website of a hospital. The percent of
people who have ever searched for the website of a clinic(57%) is significantly
higher than search for website of a doctor(26%).
Only 26% of people had ever searched for a doctor online.
Only 28% of people had ever searched for a pathology lab, chemist, radiology lab
etc. which is significantly low. On the question of whether they would like to have a phone/web based
consultation with a doctor majority of respondents agreed. 30% of the people who
disagreed cited the reason as apprehension about the quality of doctor giving the
consultation.
As per online healthcare information service is concerned majority of people are
still unaware of any such service. Only 13% of people have idea about online
healthcare service providers. The awareness about HealthLine 24X7 is also very low among consumers.
Only 35% of respondent said that they are aware of HealthLine 24X7.
There was a clear ambiguity about what are the basic services provided by
HealthLine 24X7. Majority of respondents were not clear about service details.
On asking whether they felt such a service would be useful, majority of people
(>80%) agreed to it. They felt that such a service which provides detail
information about doctor, clinic, hospital and labs on one platform is very useful.This shows a great potential for the growth of HealthLine 24X7.
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FACTOR ANALYSIS:
The factor analysis gave five major factors that affect selection of doctor for
treatment, these are:
Convenience( Physical_proximity, working_days, appointment_time,
24hrs_emergency )
Personal characteristics( friendly_behaviour, time_spent, good_communication )
Experience
Qualification ( degrees, specialization)
Acquaintance( Personal_acquaintance , recommendation)
Consultation fees and gender are not important attributes.
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RECOMMENDATIONS
The foremost aim of the company now should be to make the consumers
aware of the various aspects of the service i.e. both the online portal and the
phone based service.
Smses should be used widely to make people aware of the service and brand.
Religare should use the social networking sites like Facebook, Orkut. It will
act like a brand awareness program.
It should organize health camps in educational institutes because the younger
generation has shown more promising response towards the use fullness of
this service.
Along with this Religare should promote initiatives for healthy living by
providing information about oral care, personal hygiene and many other tips
for healthy living.
Religare can also incorporate detailed reports on some advanced therapies
on its website.
For brand promotionsReligarecan use local lingo, i.e. local language, in the
promotion or print media and should have consistency throughout the
advertisement.
In the electronic media all professional details should be provided about the
doctors, special facilities provided by the hospital and clinics, as well as their
charges. Because respondents have shown same amount of interests for all
these cases.
The portal should be updated with the information and pictures of special and
rare diseases. The views and suggestions of specialists from all over the
world should be provided to expand the credibility among consumers.
Accurate and authenticated information should reach the target customer at
the right time, right place.
Customer centric approach with effective customer care service. The
customer care number should be easily and fastly reachable.
Information regarding the latest developments in the medical field, latest
drugs in the market etc should be available and it should be brought to notice
of the target customers via sms alerts or mail alerts.
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The portal should have a messenger system where the doctors can discuss
medical cases with each other.
There should be an expert answer page as well as feedback center where
viewers can post their queries as well as opinion. Some examples ofconsumer queries can be put on the website for the help of others.
Health videos should be incorporated on the website providing information
about various diseases.
Special information should be provided for emergencies like Heart Attack,
choking, seizures, stroke separately for the help of customers.
Home remedies can also be provided both online and on call.
http://health.indiamart.com/emergencies/heart-attack.htmlhttp://health.indiamart.com/emergencies/choking.htmlhttp://health.indiamart.com/emergencies/choking.htmlhttp://health.indiamart.com/emergencies/seizures.htmlhttp://health.indiamart.com/emergencies/stroke.htmlhttp://health.indiamart.com/emergencies/stroke.htmlhttp://health.indiamart.com/emergencies/seizures.htmlhttp://health.indiamart.com/emergencies/choking.htmlhttp://health.indiamart.com/emergencies/choking.htmlhttp://health.indiamart.com/emergencies/heart-attack.html7/31/2019 Arunima MM1012222
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BIBLIOGRAPHY
BOOK
1. Marketing Management by Philip Kotler2. Marketing Research by Naresh Malhotra and Satyabhushan Dash
3. Marketing Research by Donald S. Tull and Del I. Hawkins
MAGAZINE
Business Today
The 2010 Healthcare Business Market Research Handbook
ARTICLE
Healthcare in India, Emerging market report 2007 by PWC
WEBSITES AND SOURCES
http://www.religaretech.com/index.asp
http://www.religare.in/About_us.asp
http://www.healthline24x7.com
http://www.researchandmarkets.com
http://www.prlog.org/10844309-recent-study-the-healthcare-system-and-
delivery-network-in-emerging-economies.html
http://www.pr-inside.com
www.wikipedia.com
www.investmentcommission.in/healthcare
www.economywatch.com
http://www.slideshare.net
http://www.religaretech.com/index.asphttp://www.religare.in/About_us.asphttp://www.researchandmarkets.com/http://www.prlog.org/10844309-recent-study-the-healthcare-system-and-delivery-network-in-emerging-economies.htmlhttp://www.prlog.org/10844309-recent-study-the-healthcare-system-and-delivery-network-in-emerging-economies.htmlhttp://www.wikipedia.com/http://www.investmentcommission.in/healthcarehttp://www.economywatch.com/http://www.slideshare.net/http://www.slideshare.net/http://www.economywatch.com/http://www.investmentcommission.in/healthcarehttp://www.wikipedia.com/http://www.prlog.org/10844309-recent-study-the-healthcare-system-and-delivery-network-in-emerging-economies.htmlhttp://www.prlog.org/10844309-recent-study-the-healthcare-system-and-delivery-network-in-emerging-economies.htmlhttp://www.researchandmarkets.com/http://www.religare.in/About_us.asphttp://www.religaretech.com/index.asp7/31/2019 Arunima MM1012222
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APPENDIX
MAINTAINED DATA IN SPSS FOR FACTOR ANALYSIS:
DATA VIEW
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VARIABLE VIEW
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QUESTIONNAIRE
This a questionnaire designed for gathering general information by Religare
Technologies. Please fill the information as per the instructions provided.
NAMEAGE
CONTACT NO.
Please SELECT the relevant choice.
1. I go to a doctor whom I personally know.
2. I select a doctor who is close to my home / work.
3. I select a doctor based on recommendation given by my family and friends.
4. I select a doctor based on good service he/she provides.
5. I select a doctor based on consultation fees he/she takes.
6. I select a doctor based on his specialisation.
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
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7. Experience of a doctor is important for me.
8. I select a doctor based on gender.
9. I select a doctor if he has convenient working days
10. Convenient appointment time is important for me.
11. I select a doctor who provides 24 hour service
12. I like a doctor with Friendly manners
13. I select a doctor based on degrees he/she holds( like
MBBS/MS/MD)
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
Strongly
Disagree
Strongly Agree1 2 3 4 5 76
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Please answer some questions on web and mobile based healthcare information
service.
14. How often do you use internet?
DailyWeeklyOnce in a monthRarely15. Have you ever searched for a doctor /clinic/hospital online?
YesNo16. Have you ever visited the website of a doctor?
YesNo17. Have you ever searched for a pathology lab, radiology lab, ambulance etc
online?
YesNo18. Have you ever searched about diseases or medicines online?
YesNo19. Would you like to have online/phone based consultation from a doctor?
YesNo20. Do you know about any online/phone based healthcare information service
provider?
YesNoIf yes, please mention the details
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21. Have you heard about HealthLine 24x7?
Yes
No
If yes, how did you come to know about this?
22. Do you think an online service which provides detail information about doctor,
clinic, hospital and labs on one platform is USEFUL
THANK YOU
STRONGLY
DISAGREE
STRONGLY
AGREE
1 2 3 4 5