Analitique Round 3

Team : Invincible (IIM Indore)

Name

Email

Phone

Abhishek Garg

p13abhishekgarg@iimidr.a
c.in

+91 7869911066

Mayur Mahajan

p13mahajanm@iimidr.ac.in +91 9584922111

Suman Sourav

p13sumans@iimidr.ac.in

+91 8818905050

Introduct
ion

Opportunit
y
Assessmen
t

Product Design &

Resources Needed

Data/Informat
ion Needed

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

Product Concept

PopuloCare is a population health management solution based on research and analysis

of data collected from different sources. The data can be collected from EHR (Electronic
Health Records) present with the hospitals & medical practitioners, behavioral data from

Introduction- PopuloCare

surveys, socio-economic data using social media analytics and genomic data. This data
can be analyzed & insights can be derived that will help hospitals & medical practitioners,
health insurance companies and the government in better addressing the health care
needs of the community.

Population Health Management focuses on

Identifying and supporting sickest patient
Minimizing or preventing progression of diseases
Promoting culture of wellness

PopuloCare Advantage
1. Good use of big data
2. Better designing of policies, better treatment
3. Huge cost savings
4. No side impact on businesses of clients
5. Customizable, Scalable

Introduct
ion

Opportunit
y
Assessmen
t

Product Design &

Resources Needed

Data/Informat
ion Needed

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

Opportunity Assessment for Global

Market

Identifying Potential Markets

Source:
Bloomberg

Source: World
Bank

The biggest challenge in adopting a Population

The countries ranked on the basis of health

expenditure as a %
of total GDP

Health Management (PHM) product is existence

of Electronic Health Record (EHR) systems. We
ranked countries on the basis of E H R usage and
found

following

ten

countries

as

potential

markets for the product

Care gap creates need for Population Health

Management
With greater economic inequality comes worse health lower life
expectancy and higher mortality rates. The U.S. spends the most
money on health care, but falls behind the other rich nations in
life expectancy. The gap in healthcare needs of patient and care
Source:
Health Forum,
intervention provided to them can be
filled Population
with PHM tools.

Introduct
ion

Opportunit
Product Design &
Data/Informat Value &
y
Resources Needed
ion Needed
Differentiat
Assessmen
ion
Segmentation
The
potential
market
can
be
divided
into
following
t

Marketing
Strategy

Feasibility

1. Hospitals

2. Physicians

3. Insurance

4. Government

Source: OECD

Opportunity Assessment for Global

Market

segments

Preference
for
launching
the
product
1
2
3

Countr
y

US
UK
German

Health
Expenditure per
capita (in current
US $)
8,608
3,609
4,875

Market Size
Physicians &
Hospitals
(total )

815,226
174,758
345,341

Govt. Health
Expenditure (in
million US $
PPP)
1,266,978
174,231
279,620

E H R Adoption
Rate

69%
97%
82%

Opportunit
y
Assessmen
t
Targeting

Product Design &

Resources Needed

Data/Informat
ion Needed

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

Opportunity Assessment for Global

Market

Key Success Factors:

Expertise in health care and population health management
Expertise in data analytics, data conversion and retrieval
Good connect with hospitals, doctors and health Insurance companies

Differential Capabilities:
RocSearch has been delivering their services in research and analytics to their clients via 1:1 model
for last 14 years. RocSearchs strength in developing a population health management solution
comes from the expertise in data analytics. To successfully develop and launch a product, RocSearch
will need to team up with experts in Health Care and Population Management.
Competitors
Products/Compa RocSea
nies
rch
Expertise in
health care &
PHM
Expertise in
Excellent
data analytics
Expertise in
Excellent
software
development
Good connect
with hospitals,
doctors & HICs
Base of
United
operation &
Kingdo
centers
m

Veriskhealt
h
Good

Healari
um
Good

PHYTE
L
Excelle
nt

Remarks
ZeOme
ga
Good

Good

Favorable
Excellent

South
Jordan
Utah,
Massachuset

Need to
develop

Texas,
Israel

Good

Favorable

Good

Good

Need to
develop

Texas

Texas,
Bangalor
e

UK
presents
good
opportuni

Source: secondary

Introduct
ion

Introduct
ion

Opportunit
y
Assessmen
t

Product Design &

Resources Needed

Resources Needed to develop the

Product

PopuloCare for Government

Data/Informat
ion Needed

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

Introduct
ion

Opportunit
y
Assessmen
t

Product Design &

Resources Needed

Data/Informat
ion Needed

Resources Needed to develop the

Product

PopuloCare for Hospitals & Physicians

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

Introduct
ion

Opportunit
y
Assessmen
t

Product Design &

Resources Needed

Data/Informat
ion Needed

Resources Needed to develop the

Product

PopuloCare for Health Insurance Companies

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

Introduct
ion

Opportunit
y
Assessmen
t

Product Design &

Resources Needed

Data/Informat
ion Needed

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

We propose two products-

Product Look, Feel, Logo, Design

1. PopuloCare Health
Meaning of the LogoPeople are shown as holding their hands in
circle which symbolizes that our product will
hold the life and well-being of each and every
person
Graphs show that analytics will help us in
bringing together already existing data and
finding out better pattern in health care.

2.

PopuloCare Life

Meaning of the LogoThis blossoming flower is in the shape of an inclusive

circle, giving the impression that population can also
blossom stronger and healthier. Blue colour signifies
the sky, Green Symbolizes the water.
Graphs show that analytics will help us in bringing
together already existing data and finding out better
pattern in health care
Hospitals

We suggest Selective
Specialization by targeting
specialized products for different
market segments.

Segment
Product
PopuloCar
e Health
PopuloCar

Health
Insurance

Governm
ent

Data/ Information required to Power the

Product

Introduct
ion

Opportunit
y
Assessmen
t

Product Design &

Resources Needed

Past
claim
data

Genomic
Data

Data/Informat
ion Needed

Electroni
c Health
Records

Value &
Differentiat
ion

Social
Media
Data of
customers

Dat
a

Patient
Registries

Behavior
al Data
of
customer
s

Biometric
Data
Medical
Intelligenc
e

Marketing
Strategy

SocioEconomic
Data of
Populatio
n

Feasibility

Introduct
ion

Opportunit
y
Assessmen
t

Product Design &

Resources Needed

Data/Informat
ion Needed

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

Value Proposition of PopuloCare

Value Proposition of the Product

Our value proposition is straightforward. We are bringing together the best

of medical intelligence and the big data to provide better health care to the
entire population.
The technology helps in better diagnosis, treatment, proactive healthcare
and better policies design apart from cost savings to clients.
USP of PopuloCare
Integration of Medical Intelligence with Big Data
Continuous updating of benchmark data related to various healthcare
practices
Provision for Mass Customization to cater to different need of customers
No need to change current system, zero set-up time

This kind of product doesnt exist and can prove to be a boon in

healthcare industry
Dr Richa
Sawai Man Singh Hospital, Jaipur

Introduct
ion

Opportunit
Product Design &
y
Resources Needed
Assessmen
t
Differentiating
factors of the

Data/Informat
ion Needed

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

product
We identified certain parameters which are important to evaluate a population
health management product and compared different products available in the
market based on these parameters-

Differentiating Factors

Parameters\Product

PopuloCar McKesson
e
(RocSearc
h)

Cloud-based SaaS
Social Media Analytics
Medical Intelligence
Patient Outreach
Works with existing
system (without EHR)
Builds electronic
patients registries
Support on mobile
devices
Data
Conversion
Major
Points using
of Differentiation
OCR
Cloud-based SaaS (Software as a Service)
Works with partial data

Works with existing system and partial data

Builds
electronic
registries of patients data
Zero
Installation
&
Social
Setup
costsMedia Analytics
Zero installation
Predictive
Modelling and setup costs
Predictive Modeling

Healarium

PHYTEL

ZeOmega

Introduct
ion

Opportunit
y
Assessmen
t

Marketing Strategy

Data/Informat
ion Needed

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

Our Product PopuloCare is defined for 3 categories of clients

Product Design &

Resources Needed

Hospitals and Medical Practitioners

Health Insurance Companies
Government

Based on our opportunity assessment, we identify certain global markets

where the product can be launched
Marketing strategy for those markets should be designed as follows-

Segmentation of clients in each

category
Targeting key segments
Media Selection
Cost Analysis
Phases of Launch

Introduct
ion

Opportunit
y
Assessmen
t

Product Design &

Resources Needed

Data/Informat
ion Needed

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

Segmentation variables for clients (Hospitals, Insurance, Government)

1

Demographics

Company size

Marketing Strategy- STP

Location
2

Operating
Variable

Technology

Procurements
Approaches

Purchasing function
organization
Power structure
Nature of exiting
relationship
General purchasing policies
Purchasing criteria

Personal
characteristics

Buyer seller similarities

Attitude toward risk

Hospitals- Revenues, No of patients , type

Insurance Companies- Operating capital, No of
customers
Clients at locations where their patient outreach
is high
Customers technology focus? Hospitals using
advance data analytics, EHR
Highly centralized or decentralized purchasing
by the client?
Technologically dominated, financially dominated
client etc?
Strong relationship with client or most desirable
client?
Client preferring leasing, service contract,
system purchasing? Sealed bidding?
Serve clients that seek quality? Service? Price ?
Serve companies whose people and values are
similar to us? Favorable or non-favorable to
vendor?
Serve risk taking or risk avoiding client ?

Based on these segmentation variables,

Divide the customer base into different customer segments

Identify key customer segments

Devise the marketing strategies for each category.

For example, based on the company size, the

hospitals can be classified as small-sized,
medium sized and large sized hospitals

Introduct
ion

Opportunit
y
Assessmen
t

Product Design &

Resources Needed

Data/Informat
ion Needed

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

Marketing Strategy- Media Mix

Personal Selling
As the product uses sophisticated technology, we suggest designing dedicated sales force for selling
of the product to different clients categories.
Decide on own Sales Force Vs Outsourcing
Evaluate Cost and Effectiveness
Designing sales force
Selection

Training

Sales Force
Size

Compensati
on &
Incentives

Evaluation

Design effective selling strategy

Identifying decision makers, influencers and gate keepers of clients

Print Ads in Medical Magazines, Journals

Print ads can be used for targeting specialized segments
Need to analyze Exposure, Frequency, Reach, Impact of print ads Ex. Lancet

Website

Detailed Product Information, Customer Service Support

Sales Promotion

Free software demonstration should be offered to clients. Trial software can be either of limited
functionality or limited time-periods

Events & Experiences

Sponsor sport events or local health events organized by NHS

Introduct
ion

Marketing Strategy- Cost Analysis

Opportunit
y
Assessmen
t

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

Product development cost

Marketing cost
Product installation and after sales service cost

Selling Price of the product can be decided on the basis of1.

2.
3.

Data/Informat
ion Needed

Total Cost Price of the digital product will depend on1.

2.
3.

Product Design &

Resources Needed

Cost savings to client

Total sales increase to client
Margins to be kept

Budget Allocation for Marketing Strategy- Using Objective-and-Task

Method
Market Share
Required

Percentage
reach
required

Number of
advertising
impressions
per 1% trial
rate

Number of
GPR required

Average cost
of buying a
GRP

Opportunit
Product Design &
Data/Informat Value &
Marketing Feasibility
y
Resources Needed
ion Needed
Differentiat Strategy
Assessmen
ion
Based
on
our
assessment,
RocSearch
should
launch
the product in UK because it
t

Marketing Strategy- Phases of launch

Introduct
ion

is headquartered there and has less competition in the segment apart from high
EHR adoption rate, high public health expenditure in UK. After successful market
penetration in UK, the company should target other countries like USA, Germany &
In UK,
the product
should be
France
in the
same order.

sold to existing clients of

RocSearch.
The next step will be to tie
up with NHS and implement
the
system
in
NHS.
Affiliation with NHS will
provide
necessary
reputation and credibility to
the brand.
Then we should focus on
Health Insurance companies
and independent physicians.

UK

UK
Existing
Clients

USA

UK
NHS

Germa
ny

UK Health
Insurance
Companies

France

UK
Independen
t Physicians

Initiatives by UK government for PHMA transatlantic collaboration between UK and USA to stimulate progress in
population health management has been announced in Sept 2013. Leeds and
Partners has been given the responsibility for attracting investment along with
key local health and social care services providers, including physicians and
hospitals in Leeds.The collaboration proposes to make EHR data available to NHS
Thehealth
programinformation
will help healthy
people across the country stay well, while aiding people who suffer from
via
exchanges.
chronic conditions better manage their care and ultimately lead more productive, healthier and happier
lives
Tim Kelsey, National Director for Patients and Information at NHS England

Source- healthcare-informatics, October 26, 2013by

Introduct
ion

Opportunit
y
Assessmen
t

Product Design &

Resources Needed

Data/Informat
ion Needed

Value &
Differentiat
ion

Marketing
Strategy

Feasibility

Feasibility of the Product

Feasibility of the Product

Top 3 challenges in implementing population health management and how we plan to

tackle these challenges1) Increased administrative burden

Starting with clients who have EHR systems in place

Electronics registry builder to automate the process of creating electronic

medical record if they are not present

Data conversion tools will help in converting scanned written data into
electronic data (a possibility)

The software will start operating immediately without waiting for complete
data. It is capable of working with partial data. Results will improve as more
data becomes available
2) Cost

We aim to drastically reduce healthcare costs through top quality analytics

The product will be offered in cloud based Software As A Service (SaaS) form
to encourage pay as you use model

Zero installation costs for cloud based solution

3) Time

Zero Setup time for cloud based solution

Easy to use, no separate training needed

Thank You!