Voice Based Healthcare Consultancy

Device
( Ghar ka Doctor )

Group 4

Deepika Gadhvi 201111

Vikas Dugar 201160
Sidharth Swain 201351
Shivangi Agrawal 201449
Vihang Vasa 191462
 Contents

01 02 03 04
Product and Associated New Product Segmenting, Targeting Seven Ps of marketing
Services Development Strategies and Positioning

05 06 07
Additional Marketing Product selling and
Four As of rural Challenges
marketing Strategies
 Need Gap Analysis
● Lack of low cost and time saving accessibility to healthcare services.
● Lack of easy to use telehealth devices having personal connect.
● Lack of education about usage of technical telehealth devices.
● Healthcare services for complex, chronic diseases are costly and not present near
villages.
Product and associated services
● Voice based AI-powered healthcare consultancy device
● Built-in data about diseases, precautionary steps
● Database of doctors
● Online consultancy
● Solar powered battery with large backup
● Medicines order taking and low cost postal delivery
New Product
Development
Strategy
 Idea Generation
Understanding Identifying Feasibility
needs unfulfilled needs analysis
● Understanding
activities performed
and the process ● Complexities and ● Potential of product to
followed impersonal nature of enter in the market
● Process map mobile applications ● Creating acceptance
● Reach good doctor and chapati Diagram
and get primary
healthcare services at
low cost and less
time.
 Concept Development and Testing
● Concept development and testing
● Videos showing different options like male or female voice, different colors possible,
different uses.
● Comparison testing of different ideas
● Focus group interviews
● Survey showed acceptance of healthcare consultancy service if has humanized nature,
easy to use and affordable
Product Launch and Market Testing
● Small scale production
● Spreading awareness
● Community launch
● Key Influencers interviews
● Monthly reviews
 SEGMENTATION
01 Geographic Segmentation 02 Psychographic segmentation
● We have decided to target North West
regione ● Lifestyles
● We have decided to focus on villages ● Trendsetters
● Followers
having populations of more than 2,000
people, which have stronger
infrastructure and buying power
● We will especially target the Corridor
villages and accessible villages
 Targeting
● Our product is in introduction stage we specially target first
Corridor Villages. As our product will move in PLC we will target
Accessible Village.
● Within the Corridor villages we target influencers who play a big
role in influencing the people of the village where their opinion
matters. So we'll go after Sarpanchs, profession employees
(teachers, government officials, and so on), as well as young
educated people.
● We will also use an undifferentiated targeting strategy in the
hereafter.
 Positioning
We are going to launch a Telehealth device () and we will position it as “ घर का
डॉक्टर”. We will use following parameter – service, performance, and price
and saving to create image for our new product in consumer mind.
We will use following statement to position

1- घर का डॉक्टर
2- जब घर में ह सलाहकार तो क्यों जाना ह बाहर
3- अब होगा सही उपचार क्योकि घर में है स्वास्थ्य सलाहकार

Positioning concept

1-Product differentiation
2- Service differentiation
 The Seven Ps
Product Price
● Product Innovation strategy- rural specific ● Penetration pricing
product ● Value based pricing
● Removing resource constraint ● Government policies
● Ease of use and easy acceptability

Place Promotion
● Warehouse near important village centres ● Emotional and rational appeal of message
● Van distribution ● Opinion leaders like anganwadi workers,
● Availability at haats sarpanch
● Medical shops ● Non conventional promotion like Nukkad
Nataks, audio video vans and Wall
paintings
 People Processes
● Opinion leaders acting as advocates ● Setting in standard for
● Promotion and knowledge agents response
● Behaviour of Doctors ● Reviewing steps people take
● Sellers in haats while using device
● Analysing customer reaction

Physical Evidence
● Color of the device
● Voice of the device
● Wall paintings, Van
● Content and portrayal of
drama
 4 A’s
Affordability
Everyone in the village can afford or
group buying and the advance Availability
technology can be used by internet
Head office of the village, Medical
users, no wastage of time, reduced
camps, gram panchayat, small
overall cost
clinics, health care centers, can
purchase personally

Awareness
Medical camps, colouring walls, night
nataks, door to door advertisements,
Acceptability
village fairs, head office of village, in Can be used 24/7, cost
different languages saving, better service, less
transportation cost,
 Developing Bottom of Pyramid
● Innovative Approach : Providing innovative healthcare product and service at low cost and
encouraging innovative use of device like that for healthcare education amongst population
● Educative Approach: Increasing knowledge about precautionary care

Goal: Empowering rural population by providing basic necessity of health

 Marketing strategies

01 Nukkad natak 02 Video Van

● Targeted audio, video media- regional

● Thought-provoking interactive
language.
narratives professional
● Educating regarding use, public
performers underlining our
awareness, provide sample test, real
product
● selling and gathering data
Its importance, utilities, voice
● Van customizing outer look- appealing
commands and how to use
and grabbing attention
● Daily markets, fairs, and festivities
 Marketing strategies
Community health consultancy Opinion leaders, Radio,
03 centre 04 Television and Newspaper
● Space with devices accessible by
● village sarpanch, Pradhan and the anganwadi
surrounding community- create
workers
awareness and teach how to
● local movie stars in Tv commercials
operate
● 2 trained villagers to help
● Poor residents can use it by
paying low charges.
 Challenges

● Low Literacy in rural area

● varying Comprehension Abilities
● Different media reach
● Habits of rural people
● Changing healthcare related activities and behaviour
● Generating trust on the device
● Network issue and learning proper voice commands
Thanks!
Do you have any questions?