e911 – Marketing Plan Medical Intelligence Leader of the mobile tele-security industry
Executive Abstract • We define our marketing problem to sell the new product Columba 2 facing the mobile tele-security industry
• We clarify our objectives for the marketing strategy • We apply methodology based on knowledge sharing • We carry on our marketing research through: - Supply analysis - Demand criteria - Competition and marketing analysis • We have recommendation for marketing improvement e911 - Marketing Plan
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Context Mobile tele -security Our company combines mobile telephony, intelligent alert and GPS to the benefit of health care sector.
How can we expand Columba 2 to the e-Health market in France , and even in the other European countries? Enhance quality of life and security of persons stricken by divers diseases. Our first product, the Columba phone bracelet, is devoted to stem the consequences of wandering and disorientation, a major problematic lived by more then 24 millions of persons stricken by Alzheimer’s, around the world. With the growing number of Alzheimer’s, could Columba 2 be efficient for this mission? e911 - Marketing Plan
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Objectives • Identifying the potential market for the medical mobile technology • Clarifying the satisfying requirements of the consumers • Justifying the financial decision within the project • Management of the partnership with rational collaborators, outsourcing and subcontractors e911 - Marketing Plan
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Methodology Supply analysis
• Maslow’s hierarchy 5 levels needs
• PEST analysis
• Select vital criterias
• Mapping analysis Marketing plan Demand criteria
Market analysis
• SWOT analysis • Marketing positioning e911 - Marketing Plan • Marketing mix (6 ps)
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Supply Analysis
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Supply analysis Overview
Medical Intelligence is a Canadian company which designs localization transportable and detector receiving sets for people suffering from cognitive disorders or cardiovascular diseases.
Size and Evolution of the Market • PEST analysis • Political The French Prime Minister Dominique De Villepin issues the fight against Alzheimer “great national cause” in 2007. • For him, it is “a major challenge for our society”. “To fight against Alzheimer, the determination of the government is total”, declared Mr. de Villepin.
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PEST Economical
• In France, we count in 2006 already more than 850.000 patients and 165.000 new cases each year. • Approximately 60% of the patients of Alzheimer make running away or live situations of disorientation. •
So, we have 850.000 X 60% = 510.000 potential customers; only for this year (in the phase of launching our product).
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PEST Social
• The ageing of the population would be the cause of this increase of the disease of Alzheimer. Projections for the years to come are very worrying. •
If the things do not evolve, in particular on the level of research, 1,3 million people would be reached by it since 2020.
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PEST Technological
• If the carrier of a Columba bracelet leaves the usual geographical sector, previously defined, the system sets off an automated alarm to warn the families or the medical staff. • A medical call centre to locate by satellite the person • function loudspeaker hand-free to enter into communication with the carrier of the bracelet. • Our technical innovation consists in integrating into the bracelet 3 miniature devices,( pulsometer, blood pressure and medical file) . e911 - Marketing Plan
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A diversified offer • This new solution exploits the psychology of the customer. • Thus this innovation will allow Medical Intelligence to gain in terms of shares of market and thus to increase its profitability and its incomes.
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Competitors
COMPETITORS DIRECT COMPETITORS
? no real direct competitor ? DHS (Data Health System)
INDIRECT COMPETITORS
? Mobilthon ? Voice alert ? Data Fugue ? Others projects (electronic bracelet, sensors in the ground....)
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DIRECT COMPETITOR DHS • • • • • •
Watch bracelet Alarm in the event of fall Transmission to medical team Localisation of the zone Sold only to retirement home Sold between 100 and 200 euros + between 40 and 80 euros per month e911 - Marketing Plan
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INDIRECT COMPETITORS MOBILTHON • Come into contact by pronouncing a name • Detector of fall with a scarf • Indication to close family • Transmission of medical information
VOICE ALERT • System “anti-running away” of control of exits for the people under assistance e911 - Marketing Plan
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Demand Segmentation
Demand segmentation • Customers’ needs – Maslow's hierarchy of needs – Physiological needs & Safety needs
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Demand segmentation • Demand segmentation criteria – Overall criteria – Geographical – Age – Annual income – Behavioural
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Our innovations
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Our innovations INTERNAL AND EXTERNAL ANALYSIS : SWOT INTERNAL ENVIRONMENT Strengths ?
Weaknesses ?
Leader & First mover
Design
EXTERNAL ENVIRONMENT Opportunities
Threats
?
Design
?
New entrants
?
New markets
?
Technologies
?
Partnership
?
Partnership
?
Justice
?
Investment
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Our innovations MARKET POSITIONING WHO?
• Alzheimer patients (user, can be the customer) • Their family (even if not the user, can be the customer)
COMPETITOR?
WHEN?
No direct competitor yet but we may stay vigilante of the threat of new entrants
• 24h/24 • 7d/7
WHY? Make the disease easier to live with daily, both for the patient and the family
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Our innovations SIZE OF THE MARKET Potential customers (number of people suffering of Alzheimer)
2006
2007
2008
2009
2010
510 000
510 000
609 000
708 000
807 000
+ 99 000
+ 99 000
+ 99 000
+ 99 000
510 000
609 000
708 000
807 000
906 000
New patients Size of the market
Size of the market
609000
708000
807000
906000
510000
2006
2007
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2009
2010
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The marketing mix (6Ps)
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1. Product description • Original Product : Columba bracelet - GPS-Assisted positioning system - GSM/GPRS transmitter/receiver with a SIM card for voice and data - intelligent alert detection system
? New design with added values – Columba 2 - Add a micromodule which can measure the pulse and the blood pressure of the carrier - Add a small chip which contains the medical record of the patient e911 - Marketing Plan
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2. Price • The price of Columba bracelet : EUR 259 including tax + A EUR 59 monthly subscription fee required for the Medical Mobile service
• The suggested retail price of Columba 2 : EUR 300 including tax + EUR 59 for the monthly subscription fee e911 - Marketing Plan
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3. Place • Current market : France - 22,400 pharmacies in France - 700 France Telecom branch offices - dial the Green number for France Telecom outlets or by phoning Medical Mobile
• Future market : Spain and other European countries - a letter of intent with SEUR Pharma S.A for the distribution of Columba phone-bracelet in Spain - expansion of distribution network to branches of the Movianto Group in other European countries.” e911 - Marketing Plan
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4. Promotion • put up billboard of the bracelet in both
pharmacies and France Telecom branch offices • invite the well-known doctors for the media advertising • give out the flysheet in the household and retirement home • create a database for the identified key clients
5. Processes • add the new technology in the current product line e911 - Marketing Plan
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6. People • Company • Operator of telecom • Distributor • Partner e911 - Marketing Plan
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• Price 282 euros • Messages of danger to zones which it is necessary to avoid
DATA FUGUE • system anti-running away • intended for the medical environment
OTHERS PROJECTS electronic bracelet • various sensors of biological parameters
sensors in the ground • detect the falls and send a message of alarm to a close family so necessary e911 - Marketing Plan
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Recommendations ? Improvement of our product ? Price ? Marketing campaign ? Partnership ? International Expansion e911 - Marketing Plan
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Conclusion • The application of e-Health can be the competitive advantage facing the market of the emergency health industry and critical care • The
implementation of our marketing plan will focus on developing the network between worldwide partners.
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Any questions ?
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