IMC Interim Report

Client Sparsh Nephrocare

Homedialysis Service

BY:
NISHA GUPTA KUSHA WALIA SIDHARTH KHEMKA

SAMYAK NEHA KUMAR

The Client
Sparsh Nephrocare, set up by Saurav Panda and Gaurav Porwal, aim to provide top quality, affordable and accessible dialysis treatment to the masses. The techno-savvy owners decided to deploy the latest technology to efficiently remove issues faced by other centers in India. The start-up venture now seeks to provide the masses with a more convenient option of Homedialysis.

SOSTAC Stage 1: Situation Analysis (Internal)

Key Result Area Performance Specific Area Profits Sales Market Share Positioning Past/Present Performances Not Disclosed Not Disclosed Leader Comfortable, Convenient & Safe dialysis at home. Strength Weakness Trend

Customer Heavy initial control over his capital treatment. investment & skepticism in adopting the service.

Product Portfolio

Single (Dialysis machine)

Competencies Marketing

Restricted to company website and word of mouth.

Word of mouth awareness.

No organized Not Good communication strategy.

Production

Very High Operating efficiencies

Specialized tr Quality dialysis aining required to operate the machine. Minimal downtime through their service teams & " repair or replace " philosophy

Good

Technology Leading Edge-Dialyfe, a patented software which helps in managing the dialysis centres.

People are more health conscious and want to be independent. Hence, they are looking for safer options. Cost involved in hiring the technicians. Small &Scattered market.

Human resource Management Policy

Skilled technicians who operate the dialysis machine.

Friendly & cooperative technicians. Willingness to diversify their business portfolio.

Risk Risk seeker (as the Seeker/Averse company seeks to enter an unexplored and niche segment )

Marketing Mix and Service Mix Key Result Area Specific Area Past/Present Performances Strength Weakness Trend

Marketing Mix

Product

Home hemo dialysis Peritoneal dialysis

Safe & Convenient

Operational knowledge required to use the machine.

Price

Initial Investment- 10 lacs Sercicing Cost per session- Rs. 2500-Rs. 3000

The per session cost is approximately equal to incentre dialysis cost with an added advantage of dialysis at home.

Very High initial investment.

Readiness to pay more since people want control over their treatment.

Place

No reach and coverage in Homedialysis segment.

Target segment is scattered by geographical location.

Potential customers see it on the road and may enter

Promotion

Word of mouth awareness.

No promotional activities have been carried out.

People are not aware of home dialysis.

Company website and word of mouth Customer s Segments Size of Segment Potential share/sales Profitability (H/M/L) Distribution Channels Media

Target Market 1

Rich and affluent chronic kidney patients

Approximately 20 (i.e., approximately 10% of the chronic kidney patients in Hyderabad )

Low

High

Home delivery

Company website, word of mouth

Custom ers

Segmen ts

Decision making Units

Access to DMU

Opinio n Former s (OF)

Access to OF

Who are the key players in the Decision Making Unit Target Market 1
Rich and affluent chronic kidney patients

Define how to reach DMU Define OF for each Segme nt By organizin g seminars for doctors and the target segment. Social Media Online Communi ty Doctors Referral s

Define how to reach OF for each Segment

Doctors Family/Relativ es Friends

Separate marketing strategy for OF

OBJECTIVES (SOSTAC STAGE 2):

Hierarchy of Objectives Business Mission Involves Overall Vision and direction The operations department of the Specific item found in each type of Objectives To provide high quality, cost efficient dialysis treatment to chronic kidney patients. To create a strong proposition and benefit out of the product from

Business Objectives

Organization Marketing Objectives (Ansoff) Diversification

the existing market. Increased sales, awareness among the target audience. Creating general awareness along with attention To develop liking and preference over dialysis in hospitals. To increase intention to buy the home dialysis machine. Enquiry & Actual purchase

Marketing Communications Objectives (AIDA)

Attention Interest Desire

Action

SMART Objectives: Specific; Measurable; Achievable; Relevant; Timed

To Specific Aspects Target Market
-

From Nil (Since the service is new)

To 20%

When Over the next 3 months

Increase Enquiry

Increase Actual Purchas e

-

Chronic kidney patients and friends and family Rich & Affluent Hygiene conscious - Chronic kidney patients Rich & Affluent Hygiene conscious

Nil (Since the service is new)

5%

Over the next 3-5 months

STRATEGY (SOSTAC STAGE 3):

AIDA Model Mapped with Elements of the Communications Strategy The objectives as stated through the AIDA model of the response process have been used for reference for building the elements of the communications strategy:

- Attention:
The service is new and has relied on website to spread the word. There is no awareness that Home dialysis service exists, also few people who know about home dialysis, do not know about Sparsh Nephrocare . Therefore, the aim is now to create extensive Awareness among the target audience. The following will be carried out for the same:

Organizing seminars for the nephrologists so that they can recommend Sparsh Nephrocare Homedialysis service to the patients. Organize seminars for the patients in Clubs like Rotary Club and Lions Club & Posh Residential areas where the doctor would be the key speaker. The objective of the seminar should be to educate people by using the companys brand name- Sparsh Nephrocare. Nephrologists can participate in the dialysis education programme organized by the company for both doctors and patients since they are a very important factor in influencing the patients decision.

- Interest:
Once the awareness is created, the target audience should express interest in opting for the brand Sparsh Nephrocare. The starting point of the interest would from the information provided through the Facebook and Twitter. Further approaches to instigate the interest would be:

Putting up digital banners in front of hospital sites. These sites could be bus stops and other such places. Transit Advertising can be used for creating interest. This medium exploits any space for advertising on anything in motion such as buses.etc. It can prove very effective since there are limited ways to reach these patients. Making danglers and putting them inside the medical stores. Distribution of brochures outside the hospitals and chains of medical stores. Inserts in medical stores. Advertisements on health insurance sites. Advertising in such sites is costly but it is a necessary medium.

- Desire:

The desire to increase the intention to purchase and use the dialysis machine would start when the company would strengthen its online presence by coming in the first page of an organic ad of a Google Search Engine. The use of home dialysis domain name can be fully exploited by the company.

A brand image can be created by creating a facebook page offering exhaustive list of services to other businesses as well as customers. The benefits of these services such as home dialysis can also be promoted.

- Action:

The action, that is, the physical act of availing the service by buying the product comes from the desire created during the previous step of the model. The following may also be offered:\

Develop a separate symbol or logo for Home dialysis to increase visibility and brand recall.

The Homedialysis coordinator can later meet the patients individually and explain the benefits and cost to be incurred.

Strategic Option No. 1 Increase enquiry: 1) 2) 3) 4) 5) 6) 2

Alternative Strategies

Seminars for nephrologists Educational programmes for patients Digital banners Transit advertising Danglers and inserts Distribution of brochures

Increase the actual purchase: 1) Symbol or logo 2) One to one interaction with patients 3) Website upgradation 4) Create a facebook page Focus on long term impact: 1) Word of mouth by patients to capture more markets 2) Building long-term customer relationships