BUSINESS AND BRAND DEVELOPMENT AT MAGNACODE(1)

BUSINESS AND BRAND DEVELOPMENT AT MAGNACODE

1

VIGNANA JYOTHI INSTITUTE OF MANAGEMENT, HYDERABAD

SUMMER INTERNSHIP REPORT

On

Business and Brand Development at MagnaCODE Research and Health Care

Private LTD.

SUBMITTED BY

RAHUL S

Roll: 131407

PGDM 2013-2015 Batch


2

ACKNOWLEDGEMENT

The satisfaction that accompanies the successful completion of this project would have been next

to implausible without the mention of the people who made it possible, their consistent guidance

and encouragement crowded my efforts with success.

It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well-wishers who

have in some way or the other contributed in their own special ways to the success and completion

of this project.

I express my sage sense of gratitude to Dr. Kamal Ghosh Ray Director of VIGNANA JYOTHI

INSTITUTE OF MANAGEMENT, HYDERABAD for being there as a constant source of as

inspiration.

I would also like to express my gratitude towards my Project guide Mrs. Jayashree who has

guided me at every step of this project.

I would be failing in my duty if I don’t express my profound gratitude to Dr. R Santosh, M.D of

MagnaCODE Health Care Pvt. Ltd. of Last but not the least; I would like to thank my parents

and my friends for their invaluable help and support. I do sincerely hope that all those who have

helped me during my project work but have remained unnamed, will also accept my general

gratitude.

Yours sincerely

Rahul S


3

DECLERATION

I hereby declare that this project report titled as BUSINESS AND BRAND DEVELOPMENT

AT MAGNACODE submitted by me is a bonafide work undertaken by me and it is not submitted

to any other Institution or university for award of any degree /diploma certificate or published any

time before.

Name of the Student Signature of the Student


4

1 CONTENTS

2 Executive summary ................................................................................................................. 8

3 Health care industry overview ................................................................................................ 9

3.1 Brief Overview ................................................................................................................. 9

3.2 Market Size ...................................................................................................................... 9

3.2.1 Market breakup by revenue (Aranca Research, 2012) ............................................ 10

3.3 Trends and Investments .................................................................................................. 10

3.4 The major investments in the sector:.............................................................................. 11

3.5 Medical Tourism ............................................................................................................ 12

3.6 Government Initiatives ................................................................................................... 13

4 Objective ............................................................................................................................... 15

5 Methodology ......................................................................................................................... 15

6 Company profile ................................................................................................................... 16

6.1 Study and understanding the company magnaCODE .................................................... 16

6.2 Vision ............................................................................................................................. 16

6.3 Features .......................................................................................................................... 16

6.4 Services offered in MagnaCODE are: ............................................................................ 17

7 Business Description ............................................................................................................. 18


5

8 Various advertising opportunities in the vicinity .................................................................. 21

8.1 Center medians and Pole Kiosks .................................................................................... 21

8.2 Cinemax ......................................................................................................................... 22

8.2.1 Washrooms ............................................................................................................. 23

8.2.2 On Screen Slides ..................................................................................................... 23

8.3 Men’s and Women’s Saloons and parlors ...................................................................... 24

8.4 TV shows in Sakshi tv and Eenadu Urdu ....................................................................... 24

8.5 Facebook advertising and search engine optimization ................................................... 24

8.5.1 Facebook Advertising ............................................................................................. 25

8.6 Optimizing local search engines online – JustDail, Practo, DocSuggest etc. ................ 26

8.6.1 Just Dial Limited ..................................................................................................... 26

8.6.2 Practo Search .......................................................................................................... 28

8.6.3 DocSuggest ............................................................................................................. 29

8.7 Advertising by Pamphlets .............................................................................................. 29

8.8 Newspaper add on well circulated English daily – Hyderabad Times ........................... 29

9 Brand development activities ................................................................................................ 31

9.1 Improving the internal branding by redesigning some sign boards and wall posters .... 31

9.2 Improving the internal branding by Centre Medians. .................................................... 35


6

10 B2B sales and promotional activities .................................................................................... 38

10.1 The Birth Place ........................................................................................................... 38

10.1.1 About The Birth Place ............................................................................................ 38

10.1.2 B2B Promotions Done ............................................................................................ 38

10.2 Sakshi TV ................................................................................................................... 42

10.2.1 About Saakshi TV ................................................................................................... 42

10.2.2 B2B sales activity done ........................................................................................... 42

10.3 Golkonda Hotels ......................................................................................................... 43

10.3.1 About Golkonda hotels ........................................................................................... 43

10.3.2 B2B Sales Attempted .............................................................................................. 44

11 Business Development actives .............................................................................................. 45

Initiating, designing and selling the Diabetic eye clinic. .......................................................... 45

11.1.1 The Fundus Eye Camera ......................................................................................... 45

11.2 Diabetic Eye Clinic ..................................................................................................... 45

11.2.1 People ...................................................................................................................... 46

11.2.2 Process .................................................................................................................... 46

11.2.3 Physical evidence .................................................................................................... 46

11.2.4 Sales Details ............................................................................................................ 48


7

12 Conclusion ............................................................................................................................ 48

13 Bibliography ......................................................................................................................... 49


8

2 EXECUTIVE SUMMARY

This summer internship project entitled Business and Brand Development at MagnaCODE, aims

to understand what works with health care industry when marketing and brand development is

concerned. The project includes a comprehensive study of the Health care industry.

Marketing in health care industry filled with many challenges, obstacles, rules and many more.

And it’s about selling the service, which has got its own limitations. This study will give

information not only about what all ways a health care service can be marketed and sold but also

how to build the brand image.

The Service marketing includes three more Ps that are Process, People and Physical evidence. This

study is based on how these 3P’s can be used in a better way to improve Business and Branding.


9

3 HEALTH CARE INDUSTRY OVERVIEW

3.1 BRIEF OVERVIEW

India's healthcare system is developing rapidly and continues to expand its coverage, services and

expenditure in the public as well as private sectors. This is creating a large market for hospital

information systems and other healthcare-related IT solutions.

Healthcare providers in India are expected to spend US$ 1.08 billion on IT products and services

in 2014, a four per cent increase over 2013, according to Gartner. It is expected to reach US$ 276

million in 2014, up from US$ 266 million in 2013 – with the consulting segment growing by 8 per

cent.

3.2 MARKET SIZE

The domestic health care sector is poised to touch US$ 100 billion by 2015 and US$ 275.6 billion

by 2020, according to industry estimates.

In 2013, healthcare and life sciences emerged as the second favorite destination for venture capital

after technology, attracting 27 investments worth US$ 181 million, according to research firm

Venture Intelligence.

The hospital and diagnostics center in India received foreign direct investment (FDI) worth

US$ 2,191.91 million, while drugs & pharmaceutical and medical & surgical appliances industry

registered FDI worth US$ 11,583.69 million and US$ 741.80 million, respectively during April


10

2000 to December 2013, according to data provided by Department of Industrial Policy and

Promotion (DIPP).

3.2.1 Market breakup by revenue (Aranca Research, 2012)

3.3 TRENDS AND INVESTMENTS

1. The Singapore-based Kinder Medical Group has entered into a joint venture (JV) with

Indorama Corp to mark its entry into Kerala’s women’s healthcare sector.

2. The HCL Group has announced its foray into the healthcare segment. The Group plans to

invest Rs 1,000 crore (US$ 163.93 million) in the venture over the next five years, to

operate (Business-Standard, HCL to put Rs 1,000 cr into health care, 2014)through a

countrywide network of out-patient multi-speciality clinics called HCL Avitas.

Market Breakup

Hospitals Pharmaceutical

Medical Equipment and Supplies Medical Insurance

Diagnostics


11

3. Biocon launched the world's first biosimilar drug (developed in an organism) -

Trastuzumab injection - for the treatment of breast cancer. This is the first drug developed

by Biocon in partnership with the US-based generic drug maker Mylan. The newdrug,

CANMAb, will be used to treat HER2-positive advanced breastcancer. (Business-Standard,

World's 1st biosimilar drug for breast cancer, 2014)

4. Aurobindo Pharma Ltd informed the bourses that it will be acquiring NYSE-listed Actavis

Plc's commercial operations in seven western European countries in order to expand its

European footprint. (Rathor, 2014)

3.4 THE MAJOR INVESTMENTS IN THE SECTOR:

1. Narayana Health has opened a multi-care 104 bed hospital in Cayman Islands providing

open-heart and bypass surgery, angioplasty, heart-valve replacement, pediatrics and

orthopedics, including joint replacements. This is a US$ 2 billion project that will be built

in phases over 15 years on a 200 acre site and apart from a tertiary-care hospital.

2. ClearPath Orthodontics, an American company specialising in teeth aligners, is expanding

in India through tie-ups with leading corporate dental giants across the country. (Line,

2014)

3. Cadila Healthcare (Zydus Cadila) has received the final approval from the US drug

regulator, US Food and Drug Administration (USFDA), to market Etodolac Extended-


12

release tablets USP. (Businessline, 2014) The drug is prescribed for treatment of juvenile

arthritis, rheumatoid arthritis and osteoarthritis.

4. Manipal Health Enterprises has forayed into Rajasthan by acquiring the S K Soni Hospital.

The group will invest over Rs 100 crore (US$ 16.39 million) in the healthcare sector in

Rajasthan. (times, 2014)

5. Canara Bank has lent support to Biocon Foundation and Orissa Trust of Technical

Education (OTTET) for a public-private partnership (PPP) with the Government of Odisha,

to deliver a novel e- healthcare program in order to provide access to quality healthcare for

51,000 villages in the state. (IBEF, 2014)

3.5 MEDICAL TOURISM

Medical tourism also referred as medical travel, health tourism or global healthcare is a term used

to describe the rapidly-growing practice of travelling across international borders to seek

healthcare services. Health Tourism includes segments such as multi-specialty hospitals, ayurveda,

holistic medicine centers and health spas; adventure tourism and ecotourism providers.

Services typically sought by travelers include elective procedures as well as complex surgeries,

etc.

Medical tourism is a booming phenomenon in countries like India. Medical tourists choose India

as their favorable destination because of the key opportunities in Indian healthcare sector in the

form of efficient infrastructure and technology.


13

Majority of these tourists came to Indian shores seeking liver transplant, heart surgeries like bypass

or pacemaker, bone marrow transplant, hip replacement, knee replacement, eye surgeries, etc.

Indian expertise in conducting these surgeries with most advanced technology is at par or

sometimes even beyond comparison with its American or European counterparts.

Medical tourists visiting India are anticipated to touch 3,200,000 by 2015 and medical tourism is

expected to grow at an annual rate of 30 per cent till 2015.

India’s decision to offer visa-on-arrival to citizens of 180 countries will be a boom for the medical

tourism industry in the country, as per Mr Ajay Bisaria, Joint Secretary of the Eurasia Division of

the Indian External Affairs Ministry.

Apollo Health City, Hyderabad has been bestowed the prestigious ‘International Medical Tourism

Award’ for Excellence in customer service, by the reputed International Medical Travel Journal,

UK, at a ceremony at JW Marriott Hotel in Dubai on March 12, 2014. (Apollo Health City, 2014)

Health tourism is gaining momentum in India. The health tourism industry in India could become

a US$ 5 billion business by 2015, as per a McKinsey study.

3.6 GOVERNMENT INITIATIVES

India and Maldives have signed 3 agreements after delegation level talks between Mr Abdulla

Yameen Abdul Gayoom, President, Maldives, and Dr Manmohan Singh, Prime Minister of India,


14

on January 2, 2014. The pacts include a memorandum of understanding (MoU) on health

cooperation.

Scotland is offering a slew of facilities for Indian pharma and biotech companies to conduct

clinical trials, according to Ms Rooma Bussi, Country Director – India, Scottish Development

International (SDI). Both Scotland and Indian businesses could partner in stem cell research,

clinical trials, regenerative medicine and affordable healthcare, said Mr Pradeep Ramayya, Chief

Executive of Scotland-based AxSys Technology Ltd.

The Union Cabinet has approved the proposal for setting up of National Cancer Institute (NCI) at

a cost of Rs 2,035 crore (US$ 333.61 million). NCI will be set up in the Jhajjar campus (Haryana)

of All India Institute of Medical Sciences (AIIMS). The project is estimated to be completed in 45

months.

The Government of India has allocated Rs 67,398 crore (US$ 11.05 billion) to the Ministry of

Human Resource Development (HRD) and Rs 33,725 crore (US$ 5.53 billion) to the Ministry of

Health and Family Welfare under the Union Budget 2014-15.


15

4 OBJECTIVE

The objective of the study is to understand how one develop the brand image of an organization in

health care industry, and also to study and develop the possible business development strategies.

5 METHODOLOGY

Methodology that I have adopted to implement the above mentioned objectives are

1. A brief understanding about MagnaCODE their Mission and Vision and about their

services.

2. Understanding the various risks involved in the health-care sector.

3. Studying the surroundings for designing advertising strategies.

4. Calculating return-on-investment on advertising strategies.

5. Studying the internal environment to improve internal branding.

6. Looking for some operational modifications for business development.

7. Suggesting the best branding and business development strategies.


16

6 COMPANY PROFILE

6.1 STUDY AND UNDERSTANDING THE COMPANY MAGNACODE

MagnaCODE Health Care Pvt. Ltd which is a new company specializing in providing top of the

line consulting, testing, diagnostics and dispensing of medical and health care services and

products in all areas of Endocrinology. The company is owned and managed by a team of senior

doctors.

The company is already Operational in Hyderabad since January 2013 and is planning to start

centers in Chennai, bangaluru and New Delhi during next two years.

6.2 VISION

Provide state of the art preventive, promotive and curative healthcare services, training, support

and referral services, undertake research activities in the fields of Diabetes, Endocrinology and

allied specialities through establishment of diagnostics centers, medicare centers and institutions,

alternative medical centers, health centers, nursing homes, hospitals and related services. To

provide training, support and referral services in the above specialities to medically underserved

towns of India.

6.3 FEATURES

MagnaCODE (Clinics for Obesity Diabetes & Endocrinology) is a chain of multifaceted and

patient-centric specialty clinics for Endocrinology and Diabetes care pertaining to diverse range


17

of problems offering world class treatment with a mission of evidence based quality healthcare to

all individuals of the society.

Our aim is to separate endocrine and diabetes care from “hospital settings” by providing a relaxing

environment for the patients considering almost 95% of these patients do not need hospital care

but more of a homely atmosphere and personal touch. We are committed to offer all the facilities

pertaining to Diabetes and Endocrine care under one roof including lab investigations

6.4 SERVICES OFFERED IN MAGNACODE ARE:

Foot Care Program: CODE foot care unit has state of the art facilities including monofilament

testing, bio-thesiometry ( VPT Test), Doppler Studies and Foot Scan.

Diabetes Program: Basic minimum services offered to you under this program will be control of

Blood sugar, Blood pressure, Cholesterol, and Weight as latest guidelines fallowed Worldwide.

Weight Management: Obesity is responsible for many problems such as diabetes, high blood

pressure, heart attack, stroke, and cancers to name a few.

Diabetes in Pregnancy: Low blood sugar levels also lead to complications in the body. Hence a

very fine balance of tight sugar control needs to be attained during pregnancy.

Growth related problems in children: Children who are short in height as per the age are also dealt

here.


18

7 BUSINESS DESCRIPTION

MAGNACODE is based on the “hub and spoke” model. The Hubs are planned to be located in

prime locations in the following cities: Hyderabad, Bangalore, Chennai, and Noida. The Hub is

aimed in providing a one-step solution for all endocrine related problems. Services (translated into

revenue avenues) which would be provided here are as follows:

1. Registration

2. Electronic Medical records

3. Consultation

4. Diet advise by well-trained dieticians

5. Health Education

6. Laboratory services

7. Diabetic foot clinic

8. Cardiac examination including TMT, Echo and ECG

9. Pharmacy

10. Other consultation services including neurology, cardiology, pediatrics, psychiatry,

orthopedics.

11. Homeopathy services


19

12. Diabetes foot-ware

13. Special clinics

a. Diabetes and pregnancy clinic

b. Pregnancy and thyroid clinic

c. Growth clinic

d. Insulin Pump clinic

e. Type 1 diabetes clinic

14. Day care facilities

15. Education: PG education, Continuing Medical Education programs.

The Spokes are to be set up in distant sites where endocrine facilities are not available easily. The

fraction with Apple Hospitals in Tanuku, west Godavari district in Andhra Pradesh is already been

set up. The second Spoke is now started in Nanded, Maharashtra. The third spoke would be started

in VR Nagar, Hyderabad.

At the outset we would be concentration on 4 spokes per hub, and also planning to open spokes in

the middle-east countries where endocrine care is not available.

In the spoke model, we would be training a diabetologist to take care of the basic problems at the

site. The endocrinologist himself would be visiting these sites twice a month. A franchise model


20

would be set up to provide consultation, EMR and basic endocrine investigations at these sites so

as to reduce the number of people who have to travel to urban sites for simple consults.

In summary, the HUB is aimed at providing a one-step solution for patients with

endocrinology

Problems, while the Spokes aim at reaching out at-least the basic endocrine care across the

districts.


21

8 VARIOUS ADVERTISING OPPORTUNITIES IN THE VICINITY

MagnaCODE is situated in Film nagar, where you have got plenty of advertising opportunities

they require huge amounts of investment. The following are the advertising opportunities available

which have been observed and are adequate for MagnaCODE.

1. Center Medians and Pole Kiosks

2. Cinemax

a. Washrooms

b. On screen Slides

c. Standees

3. Men and Women Saloons and parlors

4. TV shows in Sakshi tv and Ennadu Urdu

5. Facebook advertising and search engine optimization

6. Optimizing local search engines online – JustDail, Practo, DocSuggest etc.

7. Advertising buy pamphlets – Newspaper inserts, KBR park

8. Newspaper add on well circulated English daily – Hyderabad Times.

8.1 CENTER MEDIANS AND POLE KIOSKS

These are the advertising boards that are located on the road divider. The picture of the center

medians and pole kiosks are given below


22

Prakash arts is the company that will be dealing with these in Hyderabad and the cost of these

center medians are INR 7000, and the pole kiosks are INR 5500 at the vicinity of the hospital.

8.2 CINEMAX

Cinemax is a multiplex movie theater that is located in Banjara Hills road No 1. It is now under

new management of PVR Cinemas. Located in a well crowded place, and having 5 movie screens.

There are three options that can be taken in advertising in Cinemax

a. Washrooms

b. On Screen Slides


23

8.2.1 Washrooms

It’s a very good opportunity to advertise at the toiletries in Cinemax, there were 30 toiletries in

each washroom where people will have ample time to look at, it would bring good visibility. One

washroom coasted about 25000 per month. The Return on investment was calculated as follows

8.2.2 On Screen Slides

This is a very good option, as the slides were allowed for 20 seconds and played for 5 times a day

in a particular screen for a month. It coasted about 15000 per month for such an advertising

campaign,

Cinemax ROI

Total costing 25000

People visiting Per day - week days 2500

People visiting per day - weekends 5000

Total People visisting the mall in a month - week days 55000

Total People visisting the mall in a month - weekends 40000

Total People visiting the mall in a month 95000

% People intrested in add - Estimate 1%

People intrested in add 950

%visits - Estimates 3%

Visits estimates 28.5

ROI 31350


24

8.3 MEN’S AND WOMEN’S SALOONS AND PARLORS

There were many saloons and parlors in and around film nagar where one can have an advertising

campaign to improve the visibility.

8.4 TV SHOWS IN SAKSHI TV AND EENADU URDU

Sakshi TV and Eenadu urdu have got a good viewership and they also do some programs regarding

healthcare. So shooting and publishing a programme in these two TV channels will bring good

visibility and bring brand value.

8.5 FACEBOOK ADVERTISING AND SEARCH ENGINE OPTIMIZATION

Social network advertising, social media targeting, social media targeting is a group of terms that

are used to describe forms of Online advertising that focus on social networking sites. One of the

major benefits of advertising on a social networking site (e.g. Facebook, Myspace, Friendster,

Bebo, Orkut, etc.) is that advertisers can take advantage of the users demographic information and

target their ads appropriately.

Social media targeting combines current targeting options (like geotargeting, behavioral targeting,

socio-psychographic targeting, etc.), to make detailed target group identification possible. With

social media targeting, advertisements are distributed to users based on information gathered from

target group profiles.

Social network advertising is not necessarily the same as social media advertising. Social media

targeting is a method of optimizing social media advertising by using profile data to deliver


25

advertisements directly to individual users. Social media targeting refers to the process of matching

social network users to target groups that have been specified by the advertiser. (Wikipedia, Social

Network Advertising, n.d.)

8.5.1 Facebook Advertising

There are three steps in Facebook advertising

A Facebook page is already build and the problem is to how can one connect and engage the

audience.

One stop solution for the about problem statement will be Page and Post boosting. The ROI on

Page and Post boosting is calculated as follows.

Cost Per day 304 607 911 1214 1518

Cost per month 9120 18210 27330 36420 45540

Build a facebook page

Connect with your people

Engage your

audience


26

The coasting depends on how many people does anyone wants to reach, with INR 304 being

minimum and INR 1518 being maximum.

Maximum Reach 420000

% Estimate of people Liking the page 1%

Estimate of people liking the page 4200

Estimate of people coming to clinic 42

ROI 46200

8.6 OPTIMIZING LOCAL SEARCH ENGINES ONLINE – JUSTDAIL, PRACTO,

DOCSUGGEST ETC.

In this modern world whenever people have any problem or they want to find any solution first

thing they do is to google the problem statement. So if one does optimizes the results that show up

on google it would bring a great brand value.

This can be done by dealing with the local search engines likes JustDail, Practo and Docsuggest.

8.6.1 Just Dial Limited

Justdial's Mission To provide fast, free, reliable and comprehensive information to our users and

connect buyers to sellers. Corporate Information


27

• The company started offering local search services in 1996 under the Justdial brand and is now

the leading local search engine in India.

• The official website www.justdial.com was launched in 2007.

• Justdial's search service is available to users across multiple platforms, such as the internet,

mobile Internet, over the telephone (voice) and text (SMS).

Justdial's search service bridges the gap between the users and businesses by helping users find

relevant providers of products and services quickly, while helping businesses listed in Justdial's

database to market their offerings.

Justdial has also initiated its ‘Search Plus’ Services for the users. These services are aimed at

making several day-to-day tasks conveniently actionable and accessible to the users. With this step,

Justdial is transitioning from being purely a provider of local search and related information to

being an enabler of such transactions. Justdial intends to provide an online platform to thousands

of SME’s to get them discovered and transacted.

Justdial Facts

• For the year ended March 31, 2014 Justdial addressed 1,125.7 million searches from millions of

users across platforms.

• Justdial Apps are available on the Android, iOS, Windows and Blackberry platform/s and have

location based services for the mobile Internet users.


28

• Justdial has 08888888888 as their operator assisted hotline number, across India, which is

accessible 24 hours a day, 7 days a week with multi-lingual support.

• Justdial has a database of approximately 11.8 million listings as of March 31, 2014.

• Justdial users have contributed 41,559,029 reviews and ratings for various listings, till date.

• Justdial had approximately 262,150 campaigns as of March 31, 2014. Business owners have the

option to list their business on Justdial's database for free.

• With the registered & corporate office based in Mumbai, Justdial also has offices across India in

Ahmedabad, Bengaluru, Chandigarh, Chennai, Coimbatore, Delhi, Hyderabad, Jaipur, Kolkata

and Pune.

Key Highlights

• Services offered across various cities and towns in India

• Advanced and scalable technology platform

• Experienced management team

• Large online community for reviews

• Long operating history with a proven monetization model

8.6.2 Practo Search

Practo Search is a patient focused, unbiased, independent medical website with listings of over

90,000 doctors across India. Patients can book confirmed appointments with doctors that are listed


29

on Practo’s website. This service is entirely FREE for both the patient and the doctor. So far, we

have booked over 15,000 appointments in a single month.

8.6.3 DocSuggest

DocSuggest is also a similar type of search engine like practo.

8.7 ADVERTISING BY PAMPHLETS

This can be done in two different ways

1. Newspaper inserts

2. Contracts with shop or kiosk owners at KBR park entrance.

8.8 NEWSPAPER ADD ON WELL CIRCULATED ENGLISH DAILY – HYDERABAD

TIMES

It’s a good opportunity but very expensive, so not suggestible for a start-up company like

MagnaCODE. The ROI is calculated as follows

Publication Page Rate(per

scm)

240 scm 400 scm

Hyderabad Times Front page 855 205200 342000

Page 3/Back

page

705 169200 282000

Inner pages 655 157200 262000


30

The above given are the rates per insert

ROI

Reach 271000

Estimate % of people seeing the add 10%

Estimate people seeing the add 27100

estimate % patients Coming for the treatment 1%

estimate patients Coming for the treatment 271

ROI 298100

On an average about 300 – 400 patients are required to turn up by seeing the newspaper add to get

back the return on investment. So that’s very unlikely to happen with a single add.


31

9 BRAND DEVELOPMENT ACTIVITIES

After a serious study of the external environment and advertising opportunities, studying the

following are the brand improving strategies that have been implemented.

9.1 IMPROVING THE INTERNAL BRANDING BY REDESIGNING SOME SIGN BOARDS

AND WALL POSTERS

Some of the signboards and wall posters were redesigned to improve the internal branding and

improving the brand value.

The following are the posters and signboards that has been designed


32


33


34


35

9.2 IMPROVING THE INTERNAL BRANDING BY CENTRE MEDIANS.

As explained before Pole kiosks are a better option because they stand upright at eye level and are

easily detected by people. But due to some unexplained reasons the company director had to go

for the Centre Medians

The following are the graphic designs made for Centre Medians.


36


37


38

10 B2B SALES AND PROMOTIONAL ACTIVITIES

The following businesses have been considered for the B2B sales and promotional activities.

1. The Birth Place

2. Saakshi TV

3. Golkonda Hotels

10.1 THE BIRTH PLACE

10.1.1 About The Birth Place

The Birthplace is a premium birthing facility at Road #2, Banjara Hills in Hyderabad. Their

objective, very simply, is to truly understand the needs of a woman having a baby, and then convert

this understanding into an unforgettable experience.

The experience they offer begins right from the time a woman is thinking of having a baby and

continues right through the various stages of her pregnancy. It doesn't end at the delivery table, but

continues still further - till all of her postnatal requirements have been taken care of.

10.1.2 B2B Promotions Done

A CME – Continuous Medical Education programme was planned and organised, which

concentrates on the Gestational Diabetes which occurs during pregnancy and disappears as soon

as the women delivers her baby in 99% of the cases. The programme was hoisted by Dr. Santhosh

who is an endocrinologist, and also MD of MagnaCODE.


39

This programme was a great opportunity for promotional activities, and as a physical evidence is

required for promoting a service an information brochure was designed which carried information

about gestational diabetes in font and information about MagnaCODE behind.

The promotional campaign was a big success, about 40 audience were present for the CME

programme who are pregnant women. Many of them showed interest in knowing about Gestational

Diabetes and its complications. The brochure follows.


40


41


42

10.2 SAKSHI TV

10.2.1 About Saakshi TV

Sakshi TV is a Telugu news television channel. It belongs to Sakshi group. The channel's

Managing editor is Dilip reddy, under the chairmanship of the Y. S. Bharati, the wife of Y. S.

Jaganmohan Reddy. It has been rated as the most biased and untrusty news channel in India by a

survey conducted. There is also severe criticism that the news present in this channel is always

PRO Y. S. Jaganmohan Reddy. But actually it was necessary to counter A.P.media, especially

EENADU news paper. Already some few TV channels are PRO Telugu Desam Party or Chandra

Babu Naidu. Actual fact is that Sakshi Tv was started to counter the PRO Telugu Desam party TV

channels. (Wikipedia, n.d.)

10.2.2 B2B sales activity done

HR maganer of sakshi group was meet and discussion happened for any possible B2B sales

contract that can happen between Sakshi Group and MagnaCODE. The deal was finalised and the

employees where given a health card which would give them an extra 10% discount on lab tests

and extra 20% discount on consultation at MagnaCODE.

Even some of the employees where given Health coupons which was designed by me. The coupon

follows.


43

10.3 GOLKONDA HOTELS

10.3.1 About Golkonda hotels

The Golkonda Hotel Hyderabad India is an exclusive Business Chic hotel located in the heart of

Hyderabad at Banjara Hills, Masab Tank. It is about 30 minutes away from Hitec City. The

Golkonda Hotel Hyderabad India is an ideal hotel for both business and leisure traveler and is very

close to the Hyderabad International Airport. For those who want to travel to Hyderabad,The

Golkonda hotel is only moments away from the city’s main commercial, shopping and

entertainment hubs. This Golkonda is beautifully furnished in contemporary style with lavish use


44

of glass, wood and steel, providing a distinctive level of luxury, comfort, impeccable service and

value for money. (The Golkonda Hotels, n.d.)

10.3.2 B2B Sales Attempted

The HR manager was contacted and personally met two times during the summer internship

project but he seemed to be reluctant. It was said to us that he would be proposing the contract of

Golkonda hotel employees getting their medical check-ups done at MagnaCODE, in the meeting

that will be held in September this year ( 2014 ).


45

11 BUSINESS DEVELOPMENT ACTIVES

INITIATING, DESIGNING AND SELLING THE DIABETIC EYE CLINIC.

Before knowing about diabetic eye clinic one should know about the Fundus Eye Camera

11.1.1 The Fundus Eye Camera

Fundus photography (also called fundography) is the creation of a photograph of the interior

surface of the eye, including the retina, optic disc, macula, and posterior pole (i.e. the fundus).

Fundus photography is used by optometrists, ophthalmologists, and trained medical professionals

for monitoring progression of a disease, diagnosis of a disease (combined with retinal

angiography), or in screening programs and epidemiology.

Compared to ophthalmoscopy, fundus photography generally needs a considerably larger

instrument, but has the advantage of availing the image to be examined by a specialist at another

location and/or time, as well as providing photo documentation for future reference. Modern

fundus photographs generally recreate considerably larger areas of the fundus than what can be

seen at any one time with handheld ophthalmoscope. (Wikipedia, Fundus Photography, n.d.)

The camera which performs the fundus photography is the one called as Fundus eye camera.

11.2 DIABETIC EYE CLINIC

It has been observed that the fundus eye camera present in MagnaCODE was left idle in the clinic

on some of the weekdays. So Diabetic Eye clinic was initiated where the company can have


46

contracts with nearby doctors to perform the eye test using fundus eye camera at their clinic for

their patients.

To sell a service, 3P’s are of primary importance. They are:

1. People

2. Process

3. Physical evidence

11.2.1 People

To encourage the employees of the organization to take an extra effort of travelling to other clinic

and performing the test, an incentive of INR 500 per day has been advised to the company. This

ensures that the employee performs the job at his/her best.

11.2.2 Process

Process involves taking the fundus eye camera to the contracted clinic, this job can be very

challenging as the camera is a very expensive one. Cabs and office cars were a good option to

transfer the camera safely.

The test required a colour printer, which would improve the transfer expenses. The contracted

clinic needed to have a colour printer with them.

11.2.3 Physical evidence

Sales need a physical evidence, a logo and a flyer need to be designed to promote the Diabetic Eye

Clinic. The Logo of the Diabetic eyes clinic has been designed and follows


47

To improve the physical evidence the flyer has been designed


48

11.2.4 Sales Details

Doctor Name Clinic Rate Per Test in INR

Dr Sanjoy Paul Mathans Clinic 500

Dr Ravi Muppidi AED Clinic 450

Dr Lavanya 550

12 CONCLUSION

Over all the working experience at MagnaCODE was Challenging. Got good experience in selling

a service, B2B Sales and Contracts. Learnt the legal aspects that are involved In B2B contracts.

Branding in health care industry need a lot of consumer understanding, which was learnt.


49

13 BIBLIOGRAPHY

Apollo Health City. (2014, March 12). Retrieved from www.apollohospitals.com:

http://www.apollohospitals.com/news-detail.php?newsid=511

Aranca Research. (2012). Hosoital Market - India by research on India.

Businessline, T. H. (2014, January 30). Cadila Healthcare gets US FDA nod for arthritis drug.

Business Line. Retrieved from http://www.thehindubusinessline.com/companies/cadila-

healthcare-gets-us-fda-nod-for-arthritis-drug/article5635042.ece

Business-Standard. (2014, Feb 7). HCL to put Rs 1,000 cr into health care. Business Standard.

Retrieved from http://www.business-standard.com/article/companies/hcl-to-put-rs-1-000-

cr-into-health-care-114020601174_1.html

Business-Standard. (2014, Jan 18). World's 1st biosimilar drug for breast cancer. Business

Standard. Retrieved from http://www.business-standard.com/article/companies/world-s-

1st-biosimilar-drug-for-breast-cancer-114011800354_1.html

IBEF. (2014). Sectoreal Report. Retrieved from http://www.ibef.org/industry/healthcare-

presentation

Line, T. B. (2014, January 28). ClearPath ties up with dental majors to expand in India. The Hindu.

Retrieved from http://www.thehindubusinessline.com/companies/clearpath-ties-up-with-

dental-majors-to-expand-in-india/article5626903.ece


50

Rathor, S. (2014, Jan 18). Auronindo to aquire actavis operations in seven European countries.

The Times Of India. Retrieved from http://timesofindia.indiatimes.com/business/india-

business/Aurobindo-to-acquire-Actavis-operations-in-seven-European-

countries/articleshow/29017630.cms

The Golkonda Hotels. (n.d.). Retrieved from http://www.thegolkondahotel.com/

times, T. E. (2014, Feb 18). Manipal Health Enterprises acquires Rajasthan’s S K Soni Hospital.

The Economic times. Retrieved from http://articles.economictimes.indiatimes.com/2014-

02-18/news/47451259_1_manipal-health-enterprises-rajen-padukone-ankur-healthcare

Wikipedia. (n.d.). Fundus Photography. Retrieved from Wikipedia:

http://en.wikipedia.org/wiki/Fundus_camera#Fundus_camera

Wikipedia. (n.d.). Social Network Advertising. Retrieved from Wikipedia:

http://en.wikipedia.org/wiki/Social_network_advertising

Wikipedia. (n.d.). Wikipedia. Retrieved from Sakshi TV: http://en.wikipedia.org/wiki/Sakshi_TV

BUSINESS AND BRAND DEVELOPMENT AT MAGNACODE(1)

Documents

Transcript of BUSINESS AND BRAND DEVELOPMENT AT MAGNACODE(1)