Brainstorming. â Working group, role distribution. â Market analysis. â Competitive analysis (SWOT, PESTEL, Porter...) â Study of the potential market and ...
MARKETING PLAN « MOBILECARE » Professor: Jean-François David as the Ministry of Health
Audrey Gruman, Sophie Martin Lurin, Caroline Andreutti, Claire Giraud, Daniel Parra, Patrick Menezes, Nathalie Nouna MIB 02
Summary { { {
Executive abstract Methodology Results of the analysis z z z z
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Customer Analysis z z z
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PESTEL Competitive analysis: SWOT Matrix Competitive positioning Product justification Analysis of customer needs Launching a new product Value Chain Analysis
Partnership Costs estimations Recommendations
1
Executive abstract {
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Critical care team must have multidisciplinary skills, based on both experience and technological knowledge in order to optimize patient care Entire medical service has to manage the workflow of informations in order to coordinate tasks and to provide the most efficient care The emergency care department is usually submerged by the number of both patients and information concerning them ÆOur purpose is to reduce wastes of time and thus of money in order to facilitate the work of the urgentists and the whole emergency service
That is why we will launch: MOBILECARE
Our idea {
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To launch a new technological devise, a mobile phone called MobileCare which will be used by physicians, nurses, critical care doctors and by laboratory searchers In order to have a direct access to the patient’s medical file on our MobileCare Thanks to a simple request at the central database which contains all the medical files of each person.
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Objectives/Vision {
Final objective: to deliver a relevant marketing plan for the Ministry of Health and to convince him to invest in our product : the MobileCare.
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Our long range vision : to become one of the main actors on the health care mobile software technology industry within the next five years.
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Our mission is to enhance the emergency care services while providing the best technological and secured system in order to reduce costs.
Methodology, Process, Planning {
Methodology z z z z z z
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Process z z
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Customer’s requirements Brainstorming Working group, role distribution Market analysis Competitive analysis (SWOT, PESTEL, Porter...) Study of the potential market and the open market Data collection Partnerships
Planning z
Creation of a simple responsibility assignment matrix (RAM)
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Planning Task
Responsible
Start
Deadline
Formation of the e-doctors
TEAM
08/09/06
08/09/06
Project definition
TEAM
08/09/06
12/09/06
Market analysis
Audrey, Claire and Nathalie
12/09/06
19/09/06
Customers analysis
Audrey, Nathalie Sophie and Daniel
12/09/06
20/09/06
Partnerships
Patrick
12/09/06
18/09/06
Budget
Daniel and Patrick
18/09/06
21/09/06
Open market
Caroline
12/09/06
18/09/06
Potential market
Caroline
12/09/06
17/09/06
Report Organization
TEAM
23/09/06
24/09/06
Prototype
TEAM
25/09/06
25/09/06
Project Presentation
TEAM
26/09/06
26/09/06
Summary { { {
Executive abstract Methodology Results of the analysis z z z z
{
Customer Analysis z z z
{ { {
PESTEL Competitive analysis: SWOT Matrix Competitive positioning Product justification Analysis of customer needs Launching a new product Value Chain Analysis
Partnership Costs estimations Recommendations
4
PESTEL { { { {
Economical and Political Social Technical Environmental Legislative
SWOT Strengths -
Efficacy of the French medical staff Medical cares in France is very modern compared to other countries (Great Britain for instance) Costs for patients are less important in French hospitals compared to other countries
Weakness Lack of flexibility Lack of reactivity Lack of adaptability Lack of efficiency compared to the French market which is always changing and which cares a lot of threats due to the political and economical measures.
Opportunities -
Demand of a better circulation of information by medical staff Possibility to export at the international level Accessibity to the medical files wherever the physicians are. Increasing the use of IT in each industry The Public services can provide the medical files of the patients
Threats -
Problem of the security of the information Problem of the speed of the transfer of the information (workflow) Fiability of the information
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Competitive Positioning
Product Justification •Time and motion studies suggest that 10-20 percent of nursing time is spent looking up results for physicians, reading results over. •Number of nurses in France: 437.000 •A nurse gains on average 2149.85 euros •1.5 represents the taxes •2149.85*437000*20%*1.5= 281 845 335 euros So the Mobile care would involve a saving in 281 845 335 euros.
Ministry source for Health Ministry source for Health
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Open market of the MobileCare
• 3200 groups of public hospitals, private hospitals… • doctors who are working in hospitals are 205864/2= 102 932. • if we consider that each doctor will use the mobile care, we could sell 102932 on the national territory.
Source: Ministry of Health and Solidarities
The potential sales of the MobileCare (I) •The first year:
the sales will be between 9000 and 12000 units.
•The second year: the sales will increase about 20 000 units. •The third year:
during this year the sales will be around 27 647 units.
•The fourth year: the sales will be stable: 28 000 units. •The fifth year:
we consider that the sales will be around 25000 units.
7
Potential sales of the Mobile Care (II)
Summary { { {
Executive abstract Methodology Results of the analysis z z z z
{
Customer Analysis z z z
{ { {
PESTEL Competitive analysis: SWOT Matrix Competitive positioning Product justification Analysis of customer needs Launching a new product Value Chain Analysis
Partnership Costs estimations Recommendations
8
Analysis of customer needs {
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Access up-to-date and accurate information. Flexibility Provide a better service : z z
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Taking less time Having immediate access to global information
Reduce loses.
Launching a new product {
Many functions : o o o
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Access clinical information Write prescriptions Manage tasks
Many competitive advantages { { { { { { { {
Improve patient safety Simplify and streamline workflow Increase physician and urgentists job satisfaction Document patient encounters at any time Update patient information more quickly Improve communication Nurses can focus more in core competencies Allows physicians to manage all their patients with a single system, even if their data is in multiple systems.
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Launching a new product
Place/ distribution and sales support
10
Promotion
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SALES REPRESENTATIVES E-COMMERCE
Value Chain Analysis
11
Summary { { {
Executive abstract Methodology Results of the analysis z z z z
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Customer Analysis z z z
{ { {
PESTEL Competitive analysis: SWOT Matrix Competitive positioning Product justification Analysis of customer needs Launching a new product Value Chain Analysis
Partnership Costs estimations Recommendations
Partnerships
12
Summary { { {
Executive abstract Methodology Results of the analysis z z z z
{
Customer Analysis z z z
{ { {
PESTEL Competitive analysis: SWOT Matrix Competitive positioning Product justification Analysis of customer needs Launching a new product Value Chain Analysis
Partnership Costs estimations Recommendations
Cost estimations THE MOBILE CARE WILL BE SALE FOR €350!!!!! Finally we have estimate that we will make profits after the second year. 32000*350=11200000 Considering that there is an investment of 3millions (IBM and launching, advertising), Nokia have 35% on our sales : 39200000 and there is 700000 cost of maintenance for two years. 11200000-7620000= 3580000 of profits
13
Cost estimations
Summary { { {
Executive abstract Methodology Results of the analysis z z z z
{
Customer Analysis z z z
{ { {
PESTEL Competitive analysis: SWOT Matrix Competitive positioning Product justification Analysis of customer needs Launching a new product Value Chain Analysis
Partnership Costs estimations Recommendations
14
Recommendations Here are our requests for the Health Ministry : z z z z z z z z
All the medical files of every patient in France will be centralized in our Mobilecare platform. Need for your authorization to gather and to use these confidential information. Medical data will be provided by the public Health Insurance. Need for subventions to create a data warehouse. Guarantee of the security and the confidentiality of the sensible information. Mobilecare will become essential in the next five years. Facilitation of the communication between the medical staff. Optimization of the administrative tasks.
Æ We want to focus on the necessity we have to obtain both your agreement and your financial support in this ambitious project.
Acknowledgement {
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We want highly to thank Mr David for his assistance and his useful advice. Thank you for your attention
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