PPT made by Diptam Roy Choudhury of SRM University , Kattankulathur , Chennai for a marketing internship under Prof Sameer Mathur (IIM Lucknow)

1. A MARKETING PLAN FOR A PROPOSED APP
BY
DIPTAM ROY CHOUDHURY

2. So what is this
app all about ?

3. ‘ WHAT’S UP DOC ? ’ will be an app which would allow its users to get the
medical advice of the best doctors in any part of the world virtually, which
at times may be expensive if done the conventional way of actually getting
an appointment and being physically present in front of the doctor.
Executive Summary

4. Situation Analysis

5. Need for the app
• Help patients (users) in getting the expert
opinion of the best doctors in any part of
the world without travelling .
• Help reduce the medical expenses of the
patient.

6. Target Market
Health Care Market

7. Target Customers
• People who cannot afford to add unnecessary expenses for medical check up like travel
and accommodation expenses.
• Senior citizens.
• People who live in areas where good doctors are unavailable (like away from big cities).
• People who desire to get a second opinion from an expert doctor .

8. Opportunities
• Will make more people have access to quality health
check up.
• An experience of the virtual check up would
substantially increase the number of users.

9. Risks
• Initially it would be difficult to convince users
about the virtual health check up experience.
• Competition from similar apps which offer the
same services

10. Our Goal
To revolutionize the Health Care Market and create a new breakthrough in the
mindset of the people (users ) by breaking the old conventional method of
visiting a doctor by patients even when they are not in a condition to do so , by
making the best doctors reach them (virtually ).

11. Strategy

12. CUSTOMER NEEDS THAT WOULD
BE FULFILLED
• Would allow its users (patients) to get the medical
advice from the best doctors in the world.
• Would allow customers to enter their symptoms
and the algorithm of the app would analyze the
symptoms from its medical data base and give
references to a list of doctors to choose from.
• Would allow users to get their medical reports
analyzed .
• Would also give the users the necessary
preliminary actions to be followed in case of an
emergency like in case of burns , snake bites ,heart
attack etc .

13. Collaborators
• Doctors
• Medical Institutions
• Pharmaceutical industries
• App technical team
• App management and
marketing team

14. Competitors (apps)
• Doctor On Demand
• Health Tap
• HelloMD
• LiveHealth Online
• Microsoft HealthVault
• PillPack
• PingMD
• RevUp by MD
Revolution
• Vida Health Coach

15. Market Review

16. Market for Health Care apps

17. Top Three Growth Markets

18. Market Forces

20. The Brand

21. The App Logo :-
TagLine :- Stay Healthy

22. Reason for the company name
The catch phrase “What’s up Doc “ is well associated with Bugs Bunny (an
animated cartoon character of Warner Bros produced The Looney Tunes
show) . The name of the app would bring back the positive childhood
memories and nostalgia of the users , which is an important thing in health
care . That is to have a positive feeling in the mind , which speeds up the
healing process .

23. Tactics

24. Services to be provided by
the app
• Virtual health check up through video
conferencing for patients.
• Medical Report analysis
• Pulse rate scanner via gears like
Android Gear
• Ambulance services
• Medicine home delivery service
• Symptoms input from user and
preliminary action to be taken till
doctor’s check up
• Keep the medical records of the user

25. Versions of the app
• Free trial version – Allow the user
of the particular mobile number
have one week free trial of the app
and one free check up.
• Premium Version – An yearly
subscription fee of $3 for the app.
Doctor appointment charges may
vary depending on the ratings ,
experience qualification and
success rate of the doctor.

26. Communication to potential
target customers
• Via registered doctors
• Through social media ,
television , radio
• Through partner medical
institutions

27. Incentives
• Users for every 10 doctor check-
ups would get his/her next check-
up free of cost.
• Family members (registered ) of
the company personnel would get
highly discounted rates in health
check ups and doctor
appointments.
• Users who would refer at least 10
people about the app would get
discounts in doctor fees and
health check ups for every 10
referrals.

28. Implementation

29. Business process
1. Gather an app development team
2. Register and partner with doctors , medical
institutions , pharmaceutical industries .
3. Release the app in Google Play store , apple store ,
and Microsoft store as well as for PCs which can be
downloaded from the company’s website .
4. Conduct R&D and take customer feedback
5. Then for updating the app and its database , go back
to step 2

30. Thank You

31. Disclaimer
PPT prepared by Diptam Roy Choudhury of SRM University ,
Kattankulathur , Chennai for a marketing internship under
Prof Sameer Mathur (IIM Lucknow)