Remote Care (Telemedicine)

Presentation by: Rohit Sharada Ambica Sadiq Vandana Kaushik

Agenda
Telemedicine introduction Region & focus group Facts & figures from survey Verbatim Summary Benefits & Concerns Porters 5 force model Market Segmentation, Targeting & Positioning Recommendation

Telemedicine
Telemedicine is defined as use of electronic signals to transfer medical data (photographs, x-ray images, audio, patient records, videoconferences, etc.) from one site to another via the Internet, Intranets, PCs, satellites, or videoconferencing telephone equipment in order to provide health care services across geographic, time, economic, social, and cultural barriers. Telemedicine in India is not a luxury but a necessity. The main objective of telemedicine is to help patients in distant and rural areas to avail timely consultations of Specialist Doctors without going through the ordeal of travelling long distances, at large expense. Telemedicine is used for a variety of purposes: - Remote Consultation - Second Opinion - Interpretation Services - Continuing education and exchange of clinical information - Home Care - Online Surgery in some rare cases.

How Telemedicine works?

Regions & focus group :

Facts & findings from survey

How useful would the application be to Doctors in daily practice?

6
5 5

5
4

Extremely useful

1 1 8 5 2 0 4 1 0 0 0 5 10

4 3
2

Useful

North West South

1 1 1 0 0 1 1 1

Not sure

Private hospital Govt hospitals

2 1
0 0 0

Somewhat useful

0 Not at all useful Somewhat useful Not sure Useful Extremely useful

Not at all useful

Doctors presently using Remote monitoring device:

7 South 1
Private hospital 4 11

5 West 2 No Yes
6 No Yes

5 North 2

Govt hospitals 1

10

12

Point allocation of Benefits by Physicians:

Verbatim:
North: Very convenient & provides timely intervention It works like a TVs remote control West: Provides improved health care All benefits applicable to Western countries would be applicable here in India Certainly, advantage would be early detection of device parameters & rectification before patients can come Few minor problems can be dealt without follow up in device clinics South: From the patients perspective, it gives more confidence to them being monitored 24*7 Doctor can utilize the time more effectively( Time Management) Improves detection of Critical issues earlier Wonderful technology

Point allocation of Potential Barriers:

Verbatim:
North: I feel manual checks are better. There are possibilities of device malfunctioning and hence we cannot rely on technical devices completely Remote monitoring devices suits western culture & not Indian culture Biggest barrier would be cost & the main issue would be the cost structuring West: India is not ready for Remote monitoring devices We are not using the device because of Government regulations Its not the prime time to launch such devices in India People in India are still below the poverty line, they cannot afford for Implantable device Its a bad investment Cost is major factor South: Cant treat the patient by mere looking at the data provided from the Remote Monitoring Its a headache with patients who call me up for non specific disorders at any time Too many cooks spoil the broth Cardiac implants in India are occurring at less in number, so the cost is also more hence additional devices charges are burden to the patients The cost involved in setting up the necessary staff and systems is loss to the hospital Insurance, education, mind set, economic differences, Government Schemes play a major role

Doctors opinion after survey:

Benefits & Concerns that we perceive as per our overall analysis in launching the product which need further validation
Benefits:
Improved health care Reduction in manual reports Reduction in number of routine checkups Increased clinic productivity & efficiency Potential cost benefit to hospital / patients Increased cost to the patient Lack of trained staff/qualified staff Security concern Patients awareness in using the product

Concerns:

Porters 5 force model:

Threat of Substitutes ( Moderate)
Personal attention Technologies advancement

Rivalry (High) Bargaining power of the Supplier (High)

Market is dominated by large suppliers Switching costs of firms There are many players of about the same size Similar strategies Low levels of product differentiation Second mover advantage

Bargaining power of the Buyer (High)

Customer could produce the product themselves The customer knows about the production costs of the product

Threat of New Entrants (Moderate)

High initial investment & fixed cost Scarcity of important resources e.g Qualified expert staff Existing player have close customer relations

Market Segmentation, Targeting & Positioning :

Segmentation: -Region -State -City

STP

Targeting: -Govt Hospitals - Pvt hospitals

Positioning: - Tier II cities - Doctors

Recommendations:
Note: Our below recommendation is based on scope restrictions regarding market share, competitor products, product strategies & their prices. Our analysis recommends the product should be initially launched in private hospitals in tier II & tier III cities within an economical price range. Following the launch adequate training should be provided to the hospital staff by the company for achieving standard of care & a referral fee is highly recommended to doctor/hospital. Also, raising public awareness regarding the product and its benefit should be done post the launch of the product.