A PRESENTATION ON DESIGINING OF SALE & DISTRIBUTION CHANNEL FOR A

HEALTHCARE COMPANY

PRESENTED BYANIMESH UKIL, BHARGAV SEKHAR BHUYAN

KISHALAY SAMANTA, DIPAN SARKARPRABAR RAKSHIT, SAIKAT KUNDUSANI SAHA, SARBAJIT PRAMANIK

SAYAN ADHIKARI, AKRAM ZAMEER

Vision

We will strive with excellence to fulfil the needs of the community in its chosen field of medical treatment while maintaining International Standards.

Mission

To serve and enrich the quality of life of patients suffering from diseases, through the efficient deployment of technology and human expertise, in a caring and nurturing environment with the greatest respect for human dignity and life.

Goals• Improve the Quality & Safety of our Services• Provide New Services to Meet the Growing Health Needs of our

Community• Be a Great Place to Work• Initiate & Participate in Integration, consistent with our other Strategic

Directions• Enhance the Effectiveness of our Systems, Infrastructure and Processes• Achieve Operational & Capital Financial Targets• To be ranked as the no.1 hospital in the city or region

SEGMENTATIONPRODUCT/ SERVICE SEGMENTATION

SURAKSHIT CARE HOSPITAL

ward – cancer, maternity, child, OPD, psychiatric, general.

Income group – middle class (2-4L/A), higher middle class (4-8 L/A), rich(>8L/A).

Visiting frequency – regular, routine, occasional.

SURAKSHIT PATHOLOGY

Individual patient, patient referred by general physician, Govt. hospital, large/ medium size hospital, international clients, internet users.

Type of test – anatomical, clinical, dermatopathology.

SURAKSHIT PHARMACY

Visitor of shop, consumer who like to delivery at door step.

Medicine of OPD, various IPD provide our hospital as well as other hospital.

Various business unit – other nursing home, clinic, hospital.

SERVICE/ PRODUCT

CORPORATE STRATEGY

OPERATING STRATEGY

MARKETING & SELLING

STRATEGY

CUSTOMER BUYING

BEHAVIOUR

SURAKSHIT CARE HOSPITAL

relationships with physicians, Investing in technology, Partnering with Government policies.

Time efficiency, documentation, feedback, trust, relate with path lab & pharmacy store.

Sensible, internal, marketing tools, general practitioner.

Regular, occasional, routine.

SURAKSHIT PATHOLOGY

“early detection & prevention”, high tech, quality, presence.

Quality, internet, relate to hospital.

Tie-up, acquisition, various type of report, self developed innovation

Changing customer behavior, physicians’ aspiration.

SURAKSHIT PHARMACY

Presence in all over, import & distribution.

Efficiency, quality,

Product- variety, place-other than competitor’s place, price-reasonable promotion-employees

OTC, prescribed.

MARKET POTENTIALS

• The Indian healthcare industry, which comprises hospitals, medical infrastructure, medical devices, clinical trials, outsourcing, telemedicine, health insurance and medical equipment, was valued at US$ 79 billion in 2012, and is expected to reach US $160 billion by 2017.

• REASONSExpanding middle classChanging disease profile (acute disease to chronic

disease)Emerging health insurance marketMedical tourism.

INDIAN MARKET COMPETITIVENESS• Entry barriers to private players in the medical education

sector• INSURANCE –

Lack of regulations or control over provider behaviorUnaffordable premiums and high claim ratiosCovariate risks

• Market Failure due to information asymmetry• Low FDI in the healthcare sector• The Indian Medical Device industry largely relies on imports • Healthcare is still inaccessible for a large section of the Indian

population• INTERNATIONAL REASONS –

International Cartels

COMPETITORSAPPOLO HOSPITALS

• Emerged as the single largest private hospital• Operates hospitals, clinics, laboratories and medicine shops• Manages a network of approximately 41 hospitals and clinics• Has a bed capacity of around 9000 beds.

FORTIS• Co founded by the Indian Pharmaceutical major Ranbaxy Laboratories.• Started in 2001• Has approximately 1200 hospitals with more than 1900 beds• Has a joint venture with DLF to set up hospitals all across the country

with an investment of about US$ 1.5 billion.WOCKHARDT

• India’s leading healthcare and pharmaceutical company• Started its operations in 1989• Renowned for the special cardiac care given to patients of all ages• Has 10 hospitals with more than 1500 beds.

DEMAND FORECASTED• USING, y = a + b x

for 2011-12, y = 1.208+0.062 (3) = 1.394 for 2012-13, y = 1.208+0.062 (4) = 1.456 for 2013-14, y = 1.208+0.062 (5) = 1.518 for 2014-15, y = 1.208+0.062 (6) = 1.580 for 2015-16, y = 1.208+0.062 (7) = 1.642

2011-12 2012-13 2013-14 2014-15 2015-161.25

1.3

1.35

1.4

1.45

1.5

1.55

1.6

1.65

1.7

DEMAND FOR BED IN MILLIONS

YEAR

DEM

AN

D F

ORE

CAST

ED

SALES FORECAST FOR “SURAKSHIT” HOSPITAL

We assume that in the year 2013-14 1.45 millions patients will be admitted in hospital in all over India. We target to 350 patients per day for our IPD segment, which is 9% of all patients all over India. The factors behind this forecast are-– We started business in West Bengal, which has most dense

population in India,– We can tap market base of UP, Bihar, Jharkhand, Orissa.– Kolkata is more near than any south Indian city for north-

east state,– Kolkata is cultural capital of India; we can go for medical

tourism,– Central Government’s looking east policy will help to

improve medical tourism.

SALES CHANNELS

Health care service providers, as well as health care product firms, often do not sell their services and goods directly to end users, a set of intermediaries, or channel partners, perform a variety of functions needed to deliver them.

CHANNEL MEMBERS:• Sales agents• Medical representatives• Doctors• Assistants to doctors

METHODS FOLLOWED BY CHANNEL MEMBERS

TELEMARKETING TELECALLING DOCTOR CONSULTATIONS

MAILS AND PHONE CALLS

CAMPAIGNS AND EVENTS

PRODUCT & PAYMENT FLOW IN MEDICAL STORE

COMPENSATION AND INCENTIVES

• Commission on referrals.• Incentives for bringing in more clients for

doctors.• Awarding with employee of the month• Incentives on the basis of grades on service

provided by them.• Fringe benefits• Job security

CONTROLLING THE SALESFORCEPRODUCTIVIT

Y ANALYSIS

SALES ANALYSIS

WHAT HAPPENED

WHY IT HAPPENED

WHAT TO DO

SALESFORCE EXPENSES

• Should be fair to the sales people• Should be fair to the company• Simple and economical• Clear enough to prevent misunderstanding• Expense to be paid without much delay

EVALUATION AND CONTROL

Established policies of performance

Decide bases of their performance

Establish standards

Compare actual performance with the standards

Review performance

Take action

• Evaluation process must be clear to all evaluator as well as evaluated employee.

• If an employee takes any extra effort to provide service to a patient without taking into account his or her economical condition, appreciate his or her effort.

• If an employee make a mistake warned him personally not in front of his colleague.

MOTIVATION

– Salary increase according to performance and profit of organization,

– Recognition of extra effort to make service more convenient for patients without considering economic condition of patients.

– Help undertaking employees to improve their skills according to industrial needs.

– Help undertaking pathological lab for promotion.– Introduce a rating system officially among employee to

improve behaviour within a healthy competitive environment.

– Promote according to behaviour and performance.

MOTIVATION

• FINANCIALSalaryCommissionBonusfringe

• NON FINANCIALPromotionSense of

accomplishmentGrowth

opportunitiesRecognitionJob securityTrainingJob enrichment

MARKETING CHANNELS

• Relationship Marketing

• Internet and social media and mail

• Word-of-mouth marketing

• Advertisements in television or newspapers

Expert channels Personal

communication channels

Direct interaction

Social channels

SUPPORTING THE SALES ORGANISATION

• Deliverer- A salesperson whose major task is the delivery of a product. Some reps simply replenish inventories, such as operating room sutures in hospital supply rooms.

• Doctor’s, pathologist’s, druggist’s assistance - whose jobs are– Maintain record of material, medicine,– Make purchase as well as sell order and approved by doctor, pathologist, druggist.– Make sure materials are kept in safe place,– In the time of in and out check material quality,

• Telephone operator- who will received phone call provide information about

Schedule of doctor, Process of registration, Registration. Information about coming special service, Assist patients and his / her relatives to communicate with doctor.• Technician: A salesperson with a high level of technical knowledge; for

example, equipment engineer.

KEY RESPONSIBILTY AREAS

• Health Care• Quality and Safety• Research• Education• Organizational Improvement• Free from any information duplication• Behaviour• Efficiency

A PRESENTATION ON DESIGINING OF SALE & DISTRIBUTION CHANNEL FOR A

HEALTHCARE COMPANY

PRESENTED BYANIMESH UKIL, BHARGAV SEKHAR BHUYAN

KISHALAY SAMANTA, DIPAN SARKARPRABAR RAKSHIT, SAIKAT KUNDUSANI SAHA, SARBAJIT PRAMANIK

SAYAN ADHIKARI, AKRAM ZAMEER

SEGMENTATIONPRODUCT/

SERVICECUSTOMER BUYING

BEHAVIOURSEGMENTATION

SURAKSHIT CARE HOSPITAL

Regular, occasional, routine.

ward – cancer, maternity, child, OPD, psychiatric, general.

Income group – middle class (2-4L/A), higher middle class (4-8 L/A), rich(>8L/A).

Visiting frequency – regular, routine, occasional.

SURAKSHIT PATHOLOGY

Changing customer behavior, physicians’ aspiration.

Individual patient, patient referred by general physician, Govt. hospital, large/ medium size hospital, international clients, internet users.

Type of test – anatomical, clinical, dermatopathology.

SURAKSHIT PHARMACY

OTC, prescribed.

Visitor of shop, consumer who like to delivery at door step.

Medicine of OPD, various IPD provide our hospital as well as other hospital.

Various business unit – other nursing home, clinic, hospital.

DEMAND FORECASTEDUSING, y = a + b x

for 2011-12, y = 1.208+0.062 (3) = 1.394

for 2012-13, y = 1.208+0.062 (4) = 1.456

for 2013-14, y = 1.208+0.062 (5) = 1.518

for 2014-15, y = 1.208+0.062 (6) = 1.580

for 2015-16, y = 1.208+0.062 (7) = 1.642

OPD

ORDER INVESTIGATION

LAB BILL PATHOLOGY

SAMPLE TESTING AND TEST ENTRY

RESULT

CONSULTANT CAN VIEW THE REPORT OF PATIENT FROM HIS / HER SYSTEM AND FOR IPD PATIENT REPORT DIRECTLY AVAILABLE TO VIEW IN VIEW

IPD

ORDER INVESTIGATION

RADIOLOGY IPD BIL

SONOGRAPHY

X-RAY MRI

CT SCAN

TEST & RESULT ENTRY IN LAB

SURAKSHIT HOSPITAL & PATHO LAB

SALES AGENTS DOCTORS MEDICAL REPRESENTATIVE

ASSISTANCE TO DOCTOR

PUBLICCORPORATE/ GOVT.

PATIENTS

SALES CHANNEL & SERVICE FLOW

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