Q.

Suppose you are ‘National-Head of marketing’ in ZEN

Automation Company, having the product related to
automatize the healthcare industry. You have to formulate
the new marketing strategies to improve market share of
ZEN Automation Company in India.

Remember, you have to formulate national level planning and

in your strategies the following points related to given company
should be discussed: (4X10)

 STP strategies of company product.

 Marketing Mix strategies
 Product development and Branding strategies.
 Distribution Channel strategy.
SOLUTION:
Introduction to Automation in Healthcare Industry
Automation in the healthcare sector focuses on improving the overall service that patients deserve since
healthcare is a basic right and should not be mistaken as a privilege.

The healthcare industry has made a massive shift from the paper-based method of maintaining records
to compiling digital records and practicing online information sharing. This industry, in particular, is
critical and cannot afford even an iota of downtime. The medical practitioners must have consistent
access to medical records and information of patients.

The global healthcare analytics market is currently valued at USD 29.1 billion as of 2021 and is expected
to expand at a CAGR of 21.5% for the forecast period 2022-2030. The healthcare industry on the whole
has been challenged with the issues like lack of better patient care, skyrocketing costs of treatment, less
patient retention, and engagement and, thus healthcare analytics are being incorporated into every
aspect of the industry to give better care to patients and for better operations of the industry. These
factors are key reasons for the growth of the healthcare analytics industry. 

Thus, the ZEN automation engineering team has ensured a smooth functioning of the overall healthcare
product and has a truly an amazing solution that assists in enhancing the capabilities of data centers and
ensured seamless operations. It also provides constant monitoring and real-time alerts, further
preventing life-threatening system downtimes.
STP is a 3 step marketing strategy model that helps as to how our product’s features and
benefits are being communicated in the market to the specific customers. STP model is all
about Segmentation, Targeting, and Positioning.

Segmentation
Segmentation for the Indian healthcare industry specific to the requirements of the kind of
providers that encompass doctors, hospitals, healthcare education institutions, public
healthcare providers and pharmaceutical companies.

It can be certainly segmented as follows:

 Hospitals & Diagnostic Centres

 Research Laboratories & Institutes
 Pharmacies
 Home/Ambulatory Care Settings & Others

All of the above segments can be automated in order to give a better experience to
the patients as well as the doctors, nurses and staff working in that environment.
This can be considered as the segmentation on the End User perspective

 Corporate Hospitals
 Private Hospitals
 Medical council and government entity
 Clinics and others.

The above segmentation plays a vital role on deciding if ZEN’s product would be
implemented into them or not. As investment, people and infrastructure are an
important aspect in the above-mentioned segmentation.

Targeting
We are focused to customers of the Corporate Hospitals, Private Hospitals, The Medical Council of India
and the direct patients who can also login to our app healthcare min system to get the appointments,
availing online consultancy and so on.
Positioning
Due to the advanced automated features as being implemented in our Healthcare product, so the
product gets easily positioned at the Corporate Hospitals, Private Hospitals and at the Medical Council of
India, and approaching to get the direct patients through the mobile apps, as our customers.

Marketing Mix:
The marketing mix, also known as the four P's of marketing, refers to the four key elements of a
marketing strategy: product, price, place and promotion.

Product:
The most important features of the product as already discussed in the introduction section and
segmentation sections; here are two important features that talks about how the ZEN automation
healthcare product is unique in the market.

1. Having fully automated features in the overall operations and processes.

2. Having Artificial Intelligence based feature in the product.

Price:
As the ZEN automation product development architectural team has designed and architecture using
the cloud platform with cluster oriented architecture hence the elasticity of data growing, and
availability of the product all the time that is having zero downtime, the product price is drastically
slashes down when compared with other products in the market.

There is also an option of pay as your data grows with the patient data, so the price when compared
with other products that are designed using conventional methods of design methodologies, the price is
highly affordable by the customers because of the payment happens on the total no of data being
generated in the system. And also as the product is built on cloud platform infrastructure cost and
maintenance of the same has no value at all.

Place:
We have Ads displayed in the Google search pages, on social media platforms, and websites therefore
getting this product recognized by the customers is not a challenging.

ZEN automation also has its marketing team scattered across major cities in India for promoting the
product. Team visits to respective cities corporate, private, and govt., sectors and demonstrate product
and its features.
Promotion:
ZEN automation design team has build highly attractive theme based promo Ads and circulated through
publishing it across various social media platforms and in the website and on Television, news papers
and so on, which helps to let know our targeted customer know the product and its features .

As there is also a dedicated marketing team situated at all major cities in the nation, who will also be
attending the targeted customers and talks about the product and its features.

Product development and Branding strategies:

ZEN Automation Company has a specialized research team who thoroughly analyze the market space
w.r.t., the product features and availability of the product.

ZEN Automation team has thoughtfully designed its logo for branding based on the considerations of
various strategies and principles around it.

Patient billing and scheduling               

Robotic process automation (RPA) can handle administrative tasks around the clock, allowing staff to
focus on pressing tasks that require decision-making and leadership skills. Claims, billing, and scheduling
tasks that can be automated can streamline processes, improve billing and revenue, and enhance
patient management. In addition, automation can manage patient intake and scheduling, all of which
leaves staff free to make sure patients get the care they need.

Staff support       
The COVID-19 pandemic put a strain on healthcare facilities around the globe. Providers soon saw the
need to protect their staff. They established hotlines — automated triage screening tools that let
patients self-triage and took the work off of nurses and staff. Some hospitals used trained AI tools to
identify pneumonia in COVID-19 patients. These and other uses of automation in healthcare were
designed to support staff and help prevent burnout. 

EHRs               
When former President Barack Obama signed the Affordable Care Act into law in 2010, it mandated the
adoption of electronic health records (EHRs). More than 10 years later, EHRs have provided healthcare
leaders with a treasure trove of actionable data that is improving care. Automated processes excel at
managing the massive amount of data in EHRs. Collecting the data is just part of automation in
healthcare, however. Healthcare professionals can use patient records to train AI applications,
understand patient population data, conduct patient research, and improve care. IT specialists must
clean the data before it can be analyzed and made useful. 

Patient communications              
Chat bots answer patient questions and schedule appointments. Using natural language processing
(NLP) capabilities, AI can conduct surveys and analyze responses. Automation in healthcare helps
providers meet patients where they are and make it easier to access care. 
Dashboard analytics
One of the main responsibilities of health administrators is measuring and improving operational
efficiencies. Healthcare dashboards are one of the most powerful tools for healthcare providers to
visualize data to understand their key performance indicators (KPIs) and help guide decision-making. A
healthcare dashboard can allow insurers to understand claims data, providers to better see clinical data,
and hospitals to track resource allocation.

Reduced potential for medical errors        

Augmented reality           
Augmented reality (AR) uses 3D modeling and visualization to support doctors in diagnoses, surgery, and
other procedures. AR applications run on tablets and phones, making them accessible to all healthcare
professionals.

Enhanced clinical decision support and diagnosis

One of the biggest benefits of automation in healthcare is that it can enhance clinical decisions and
support evidence-based practice, which combines the use of research with clinical practice to identify
best practices in diagnosis and treatment. AI that has been trained on massive datasets can speed up
research and diagnoses. Doctors use AI to support their treatment decisions, augmenting rather than
replacing their expertise.

IoT           
Smart watches, wearable medical devices, and smart thermometers are just some of the ways that
providers are delivering healthcare outside of a clinic or hospital. These devices collect data on pulse
and blood pressure, heart activity, and temperature to identify illness and disease clusters. Using
automation to gather this data for analysis is the promise of the internet of things (IoT). As with EHRs,
healthcare leaders must be aware of the data security concerns surrounding IoT.

Distribution Channel strategy:

A distribution channel is the flow that a good or service follows from production or manufacturing to the
final consumer/buyer. The link between producers and the end consumer is normally intermediaries,
such as wholesalers, retailers, or brokers. The intermediaries can be natural persons or businesses.

Distribution channels can be either direct or indirect. The indirect channels can be divided up into
different levels – one-channel, two-channel, and three-channel.

Direct – In the direct approach, presenting ZEN products to the healthcare institution directly. Approach
could begin with a proof of concept and followed with full delivery of the product/service.
Indirect – In this approach, you are not entirely entitled to your consumer, but are a part of a larger
corporation. Basically, providing a small portion of the product to your client and the will provide the
product and services to the end user.

Levels of Distribution – This approach is among the most efficient method. The levels of distribution can
be branched in several ways, but the basic understanding is get partnered with smaller companies then
can use Zen product to provide services to the consumer, or just provide a consultancy where their
solution leads the consumer to use our product.

Done By

Eranna M (Batch #44 – Dec 2021)

Updated by

Shrigouri