M-Health

PRIMARY RESEARCH OBSERVATIONS On behalf of IIM Rohtak

Akshat Modi Chetan Bhawsar Rohit Gupta (akshatmodi1991@gmail.com) (cbhawsar@gmail.com) (rohitg.1991@gmail.com)

Contents
Primary Research
Respondents Profiling Customer Profiling Services Required & Pricing Preferred

What they say common verbatims Secondary Research: Industry Response, Competitors analysis, Opportunity space

Qualitative Opportunity analysis through Business model canvas

Respondent Profiling (Sample space: 79)

Age Group
45 60.0 50.0

Gender
Female 10% AXIS TITLE

40 35

30 25
20 15 10

40.0
30.0 20.0 10.0 0.0

Male 90%

5 0 Frequency 20-30 40 51.3 30-40 20 25.6 40-50 12 15.4 50-60 4 5.1 60-70 2 2.6

Female

Male

Percent

Respondent Profiling
MARITAL STATUS
Number of respondents Single 21%

Education
60 50 40 30 20 10 0 Upto 5th std 2 2.6 Upto 10th std 6 7.7 upto 12th std 30 38.5 Graduate 40 51.3

Married 79%

Frequency Percent

Respondent Profiling
Current Operators
35 Number of Respondents covered 30 25 20 15 10 5 0 Frequency Percent Prepaid 79% Postpaid 21%

Connection Type

Airtel
10 12.8

bsnl
2 2.6

Docomo
6 7.7

Idea
26 33.3

Videocon
8 10.3

Vodafone
26 33.3 Postpaid Prepaid

Respondent Profiling
VAS Users

Used VAS before 21% Never Used VAS 79%

VAS Opportunity Space

Competition Space

Primary Research Observations

Uses in other domains

Customer Profiling Desirability of Mhealth

Gender Profiling Age Profiling Marital status

Likeability of Overall Service 75% females and 54.3% Liked the concept

>45% respondents in each age group responded positive >70% (14 out of 20) in age group 30-40

>50% Positive response in both married and unmarried category

Customer Profiling Desirability of Mhealth

Education Level Income level profiling

>40% response in each group. 56% average positive response A- Upto 5th, B- upto 10th C- Upto 12th , D- Graduate

Salary: M- <5000, N-5000 to 10000, O-10000 to 20000., P- > 20000 >60% desirability in <5000 and >20000 income group

Desirability of Individual services

Desirability of Individual Services (% of sample)
44.74
47.37

Desired Pricing
Rs 48/month

44.74
29%

31.58

26.32

28.95

71%

Rs 2.25/min

Expert advice Test Reminder

Women & Childcare Anonymity

Medicine Scheduler Alert

Monthly

Per Call

Interim Report observations

Individual /Group Experience (if the visit done in groups) People do not prefer to go to doctor unless the disease is too serious. They prefer homemade treatments or their neighbor-hood doctors. Only for serious issues do they want expert advice. Suggestion from TG TV and radio ads Pay per use pricing model Affordable pricing Tie up with auto-rickshaw and chhakra for promotion and delivery of medicines for rural areas ensuring last mile delivery (shared value) Community gatherings and addressable by community leaders (influencers) Regular health visits by experts to generate goodwill Needs of TG Medicine delivered at doorstep (m-Commerce) Appointment facility Lady doctor for women Ambulance facility Occupation related services What he expect from company Less call rates Authenticity of doctors

Subscribers have not explored the benefits of non core mobile services. Skeptical about the viability of the service in question

What They said

Ulcer ke colour se cancer recognise kar sakte hai Call center wale ka bharosa kaise kar le

Humein to gaanv ke doctors ki dawa suit krti hai

Mrs ko doctor ke dikhana ke liye office se time nikalna padta hai

Sunday ko sarkari hospital band tha. Bacche ko ilaaj k liye pvt lana pada

Health Industry projection (ITU)

International Telecom Union, Telehealth in India (2011)

Secondary Research: Industry Response

Approximately 30 percent of smartphone users are likely to use wellness apps by 2015. Smartphones can also be used as a tool for patients to manage appointments, renew prescriptions or view medical records. In Hungary, treating certain patients remotely could save 40,000 nights in the hospital. In Sweden, remotely monitoring the elderly so they can stay in their homes could save 2.4 billion each year. Report by BCG (2012)

Competitors offering
Mediphone unique 24X7 mHealth service (tele-triage service)
Partners - Healthfore, A division of Religare Technologies Ltd., with Fortis Hospitals as knowledge partner. Special introductory offer - Rs. 15 per call/consultation till 2nd January 2012. After that Rs.35 would be charged. A nominal call connect charges of 50 paise will be applicable every time you call 54445 Currently available for Airtel customers in Bihar, MP-CG, Rajasthan, NCR, UP & Uttarakhand, Himachal, Haryana and Punjab. Benefits 24x7 medical advice on your mobile phone Manned only by medical professionals (qualified and accredited doctors and nurses medical advice, including self care, consultations and permissible medication information about nearest emergency facilities information on various health providers like hospitals, doctors, seeking appointment, information on medicines and diseases, etc warm telephone transfers to the nearest ambulance or hospitals

Subscription packs (currently available only for Delhi/NCR and Punjab) For Delhi/ NCR - Rs 149 per 3 months - make as many consultation calls as you may need during this period For Punjab - Rs 99 per month. You can make as many consultation calls as you may need during this 1 month

Opportunity Space Internet of Things

Google Smart Contact lens Sensor monitors Glucose level Antenna transmits real time info to app Real time Diabetes control

Vitals measurement MC10s bio-medical tracker Patch with sensor Transmits live reports from blood pressure to brain activity and muscle function.

Bladder senor Monitors Bladder pressure Reports pressure level to app

GSMAs Suggested model for Mhealth

Qualitative Opportunity analysisCustomer & Value Proposition

Customer Segment
>75% women liked the service and willing to pay > 70% in age group 30-40 willing to subscribe > 60% desirability in <5000 and >20000 income brackets

Value Proposition
Primary healthcare services on call Awareness on preventive measures Real time Health monitoring and emergency response Health Information services through SMS alerts & IVRS

Customer Relationship & Channel

Regular health check-up camps Value based network with Hospitals, Pharmacys, Pathlabs.

Qualitative Opportunity analysis Revenue, Infrastructure and Costs

Revenue
Customer Subscription: Rs 2.5/min Lead generation through chemist & doctor network Selling IOT-Health Sensors and devices Added revenue from data services

Key Activities
Value based network with hospitals & pharmacies Acquire knowledge & experience on diseases

Key Resources
Healthcare Professionals, Marketing team Intelligent network platform Cloud server with appropriate security

Key Partner
Intelligent network platform developer Partners from healthcare industries.

Cost Projection
Development of IN Service Spending on Value based network development In case of IOT, Tie up with sensor tech providers