Proposal

Private & Confidential

About MDA

Mydocadvisor is patient friendly and patient focused healthcare portal that help individuals
find and connect with the most appropriate and reputed doctors for their ailments

The portal covers all specialties within medicine, therefore assisting patients with any
medical condition

It is an unbiased, independent service that conducts thorough research to identify the
recommended doctors and hospitals

MDA does not charge the doctors a fee for listing or charge a commission per referral to
maintain its credibility and trust with the patients.

In line with its focus on the benefit and well being of patients, MDA will aggregate
discounts, deals and offers across the healthcare ecosystem and extends these to its
customers
A For-Profit Institution with a Not-For-Profit Attitude!
Existing Options
No credible option/service available for patients to identify the most appropriate and reputed
doctors for themselves
Patients are heavily dependent on word of mouth, agents of hospitals, some basic research online or
advertisements from hospitals to identify doctors
Lack of
Information/infor
med choice
Overwhelming number of private hospitals, clinics and medical specialists in India (Mckinsey-2007)
This number creates a choice for the patient but there is a lack of credible and detailed information
available on doctors to make an informed choice
MDA empowers patients to make more informed choices by giving them access to detailed and
credible information on doctors and hospitals their background
Medical Tourism
The healthcare services in India are on par with some of the best in the west, while the costs are much
cheaper. This makes India a very attractive destination for international patients.
One million international patients travelled to India in the year 2010 (Outlook)
International patients are currently at the mercy of agents representing only a few hospitals in India.
MDA can empower them to make more informed choices.

Indian Healthcare
Sector
Indian healthcare industry is poised to double to US$125bn by 2015, driven by a combination of
ageing population, growing lifestyle diseases, increasing ability to afford quality healthcare and
growing medical insurance penetration (IDFC, 2010)
Increase in migration of reputed doctors back to India from abroad due to the boom and changes in
laws
Above further resulting in increase of number of quality and reputed healthcare service providers
The Need - Doctor Finder Service
Price Sensitive
Market
The lower & middle income group that makes up the majority of the Indian population is a very
price sensitive segment. Discounts and offers are of real value to this market.
Insurance
In 2009, Out-of-pocket was still the main source of healthcare financing at 80%, Government
Financing 17% and Insurance payments/financing 3%. Insurance payments will increase to only
8% by 2013 (Centrum, 2010)
Numerous popular procedure are not covered in Insurance like Dental, Cosmetic, Infertility etc.
Beneficial for Covered procedure as well as not complete cost of procedure is covered by
Insurance
International
Patients
The card can be purchased by International patients as well, who are usually not covered by Insurance
when they get treated here in India.
They can be a very price sensitive market, given it is mostly the cost factor that drives international
patients to India, apart from the state of art medical care
Current practice
It is a common practice for healthcare institution to provide incentives for referrals.
This commission can instead be delivered to the benefit of the patient in the form of a discount,
which will be of real value for them
It will create goodwill for the partner supplying the discount to the patient
The Need Health Card
Audience Market Potential
Indian Patients
Internet usage across the top 6 cities in India totals ~25 million (IMRB, 2011)
MDA s service is available in all those 6 cities currently
MDA is on schedule to expand into Ahmedabad in 2012 and expand to other cities
over time
India patients do not currently have a credible option available to help them identify
reputed doctors
International Patients
Over a million international patients travelled to India for healthcare in the year
2010 (Outlook, 2011)
This is expected to grow by 30% Y-O-Y (Outlook, 2011)
International patients would NOW have access to an unbiased, credible body that can
help them find a reputed doctor in India for their ailments
Online Search
Approx 10 million searches conducted for key words on Google every year for which
MDA is BEST suited to address the query/search
This clearly highlights a READY and EXISTING market for the service
Offline
MDA will set up a telephone helpline to target offline customers in the future
The new Healthcard product will expose us to a bigger market requiring offline
presence
The target market of MDA is any individual with access to internet on the computer, tablets or mobile,
looking for a good doctor in India either for themselves or on behalf of another. MDA is also entering the
offline market with the healthcard, which will grow the market for the product considerably.
MDA has the potential to create a paradigm shift in the way people identify and connect with a doctor
The Market
MDAs Assistance in Various Scenarios
Scenario Patient Need/Pain Point MDA Assistance
Problem
Identified
Patient knows their problem and is looking for a
specialist for that issue
Patient knows the issue but is ignorant of the type
of doctor who can treat the problem
Patient has prior recommendations for a doctor but
looking for verification via Mydocadvisor
Patient can search based on the medical issue
online for themselves.
Patient can request live chat customer rep to
assist in the search
Patient can mail MDA to provide
recommendations.
Symptoms
Patient only has symptoms of a problem but does
not know the problem

MDA recommends first level doctor to visit
based on symptoms (or)
Patient can post a query on Discussion Forum
where query is reviewed by a doctor and
medical advise given, including
recommendations for relevant doctors
Information
Patient aware of doctor to consult but looking for
information on doctor, like C.V and contact details
Patient can read the detailed profile of the
doctors including their achievements, academic
history, work experience, publications,
specialization and patient feedback.
Appointment

Patient seeking an appointment with a recommend
doctor

Patients can raise a request for appointment,
which is fulfilled by the doctors team within 24
hrs.
Second
Opinion
Patients looking for a doctor for a second opinion
MDA helps them find another doctor for the
same. Including helping them obtain an opinion
online itself.
Scenario Patient Need/Pain Point MDA Assistance
Free Opinion
& Cost
Patient looking for an opinion and approx costs
based on reports and medical issue
MDA circulates the query and reports to all the
recommended doctors and doctors revert with
opinion and costs
Patient takes final decision based on the opinion
and costs
Under-
privileged
Patient approaches MDA looking for doctors but
also highlights lack of funds available

MDA connects with recommended doctors who
also run charitable foundations or free services for
the under privileged
International
Patient
Patient approached MDA medical issue and
help with identifying a doctor
Patients looking for information to given them
comfort on coming to India for healthcare needs
MDA makes recommendations to patient
MDA circulates query and reports. Doctors provide
opinion and costs based on query to patient.
MDA answers all other patient queries to give them
comfort
Migrant
Patient moved to new city and has no idea of
good doctors, even of a GP or Dentist
MDA helps them with identifying good doctors for
the same.
Health
Queries
Patient has health query and wants it to be
addressed
MDA sends query to a recommend doctor, based
on the issue, who voluntarily answers the queries
Alternatively patient posts it on the discussion
forum
MDAs Assistance in Various Scenarios
Scenario Patient Need/Pain Point MDA Assistance
Facility/
Technology
Patient looking for a good hospital/facility with a
certain level of quality or with a certain type of
technology
MDA helps the patient identify the particular facility
based on requirements.
For instance patient suffering from Fibroids was
looking for a facility which had the MRI Guided
HIFU. We helped them identify those facilities
across India and connected them with the hospital
of their choice.
Discounts/
Offers
Patient looking for a good but economical
doctor/hospital
Patient looking for a discount with a
recommended doctor
Currently MDA highlights to these patients the
institutions with which they can avail a discount if
they go via MDA, only upon request
MDA is working on implementing a Healthcard,
which a patient can buy and then avail
discounts with a wide range of Health Care
service providers
MDAs Assistance in Various Scenarios
The doctor you suggested for my dermatology issue was outstanding, she was able to sort my issue out and was
so pleasant to speak too. I love your service Nitya S, Kolkata

Its good to know we have someone to go to and speak about our health problems and your team takes it up as
their issue and helps and guides us. I feel very comforted. Thank you Deepti Reddy, Bangalore

You suggestion of a GP for my mother was excellent. The doctor took out time to understand my mothers issue in
detail and properly explained everything. For a doctor to take time out to clearly understand and explain
everything is all we want. She was better than our family doctor has ever been. Coming to our portal and taking a
second opinion on your recommendation really made a difference Aditya J ain, Hyderabad

The information you provide is of real help and value Sankalp Singh, Delhi

Congratulations to the Team Mydocadvisor! I am aware of long hours of research, analysis and back breaking
work that your team has done to build up this forum. Mydocadvisor has developed into an extremely useful, totally
unbiased, honest and straight forward web tool to look up for genuine advise, whether it is small or complex.
Service in Health care needs to be meticulous and honest. Business interests have creeped in of late in our
medical field and corporates do have the advantage of team work, professional management, money power &
media presence. It is extremely difficult today to differentiate excellence from average. Mydocadvisor certainly
guides those who seek excellence in healthcare. Dr. M.S.Ravindra, Eye surgeon

Within 24 hrs of sending MDA my request from Pakistan for a liver cancer issue of my father. I received opinions
from senior doctors from different hospital for free. I knew exactly which doctor and hospital I wanted to go too and
the costs involved. Would not have been possible without Mydocadvisor. Faisal Ahmed, Pakistan

Feedback
The doctor's office contacted me quickly after my request. I found your service in the "You & I" magazine and think
it is a fantastic idea (especially for someone just moving to the area) Charee Collins, Expat to India.

Thank you for all your help. We didnt know who would be the right doctor & were finding hard to find a good
cardiologist for my 4 year old daughter, who has a hole in the heart. Thank you for suggesting the doctors who
were able to help my daughter Mohammad Baig, J harkhand.

Thank you very much for your reply and cooperation on this matter. Its a great service. It helped my father Mr.
Sanjay Shahi, Nepal

Thanks for your reply and kind help. Mydocadvisor really do a great job with respect to understanding the
customer/user needs. Thanks once again for your help and great job Karthikeyan A, Chennai

You guys are outstanding. This is the third time I am using this service to find a doctor in two months and the
service is consistently good, Thank you Faraaz Zubhairy, Hyderabad

Better information = better decisions. MDA (My Doc Advisor) provides patients with the background to ask relevant
questions and make informed choices. A value laden service when one is most vulnerable. Thank you for
providing this all important portal - Mandeep Singh, U.S.A

Amazing !!! You guys are really prompt and efficient. Great service Dr. J aishree Sharad, Dermatologist


Feedback
Snap shot of only some of the leading hospitals we have engaged with across the 6 cities
Recommended Hospitals
Snap shot of only some of the leading hospitals we have engaged with across the 6 cities
Recommended Hospitals
Particulars Statistics Comments
Cities
6
Bangalore, Chennai, Delhi/NCR, Hyderabad, Kolkata &
Mumbai.
Number of Doctors
2000
These are some of the top most doctors across India
across all medical specialties
Number of Hospitals
150
Only platform with all the major hospitals onboard
Total Number of visitors till date
750,000
Since inception on 26th Oct 2011
Average Daily visits
2000
85% Indian Visits and 15% International Visits
Registered Users
4,20,00
These include subscribers to our e-health journal One
Life
Future Cities (2012)
2
Ahmedabad & Pune
Commercial Tie ups
2
1. MediAngels.com Online consultation service
2. HealthKart.com e-commerce retail
Current Status
Helpline
(Proposed)
Mobile
Portal
Pharmacies
Corporate Tie ups
Portal
The core service of the portal to help people find and connect with reputed
doctors is managed via the portal
To tap the mobile market, the firm will also be releasing a mobile
application soon
Finally to appeal to the offline customers that are not internet or tech
savvy we intend to set up a helpline. This can also be used in
emergencies.
MDA will predominantly be investing in SEO, Online and Social Media
marketing.
Advertising with Google has resulted in the highest impact till date

As the portal has a steady stream of relevant traffic, it will firstly sell the
healthcard via the portal.
MDA will also be doing corporate tie ups for bulk orders. For instance
credit card companies have show interests and so have large MNCs for
their expats in India
MDA intends to sell the cards off the shelf in Pharmacies which provide a
very target audience for the card
MDA will also be targeting employees in MNCs to a both price sensitive,
internet savy and tend to be migrants to other cities in need for advice on
good doctors.

Doctor Finder Service
Health Card
Distribution of Service/Product
About MediCash
MediCash is a Healthcare Cashback Rewards Program, where we provide economic incentives
in the form of cashback to patients/customers for using the services of our recommended
institutions on a regular basis.

It is a joint venture between www.mydocadvisor.com & www.pennyfull.in. Pennyfull runs a very
successful online cashback rewards portal and specializes in the technology and operations
required to run this program.

This model was devised after careful and thorough research conducted with patients and the
medical fraternity.

MediCash takes a referral fee from its partners for facilitating additional business, it passes 50 to
60% of that commission to the patient as a cashback rebate. Thereby providing economic
incentives to patients to visit our recommend healthcare institutions across various verticals.

It also creates loyalty with the institutions as they would be able to use the cash earned again
with the same institute for some added incentives, thereby locking the customer. This will be
released in phase 2.


Benefits for Partners - MediCash
Free Membership - Advantage of making the membership subscription free is the significantly higher
subscriptions rates we will have in a price sensitive market like India. The larger customer base will inturn
benefit our partners such as you.

Association with a reputed, credible and trustworthy service that has its clear focus on the customer and
their well being

MDA recommendation of the partner as a reputed and trustworthy supplier of the healthcare service/product

An immediate increase in number of customers and revenue as Mydocadvisor will tie up with only few
reputed players in each healthcare service/product vertical

Aligned interests Our interests are aligned with yours. We do not earn a penny, if you dont. So its in our
interest to push your institution.

No upfront costs There are no upfront costs for you. You pay us only if you get a customer and the
customer pays the entire bill at your institution.

First User There is no one working to this model and we have patented technology to protect our interests
too.

HealthCard (MediCash) Process
Step 1: User subscribes to the MediCash membership

Step 2: User looks at recommendations of doctors/hospitals or other healthcare partners through
MyDocAdvisor/MediCash

Step 3: Picks and visits a doctor/healthcare provider from our recommendations

Step 4: Patient undergoes treatment and pays complete bill in regular fashion. Customer/Bill
Desk rep of partner enters membership ID of patient in a pre loaded software on computer.

Step 5: Upon payment of the total bill, the user is credited with pre-determined percentage of the
MediCash referral fee (minimum 50% of the fee) as cashback (Pending Credit)

Step 6: Partner simply credits MDA with the agreed commission amount within a pre-determined
time frame. MDA in return credits the patients account real time with their share as cash back.

Step 5: The user is able to view and manage their cashback rewards via his Mydocadvisor
account (see example in next slide).

Snap Shot of Customer A/C


Snap shot of only some of the leading hospitals we have engaged with across the 6 cities
MediCash (HealthCard) Tie Ups
Snap shot of only some of the leading hospitals we have engaged with across the 6 cities
MediCash (HealthCard) Tie Ups
Address:
MDA India Healthcare Pvt Ltd
145, Dwarkapuri Colony
Panjagutta
Hyderabad 82
Ph: 8008388664
E: mda@mydocadvisor.com

We are confident that we can add value to your
esteemed institution, we look forward to working with
you.
Private & Confidential
Thank You