MARKETING PLAN «MOBILECARE»

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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

1 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 PESTEL Competitive analysis: SWOT Matrix Competitive positioning Product justification Customer Analysis Analysis of customer needs Launching a new product Value Chain Analysis Partnership Costs estimations Recommendations

2 Executive abstract 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 Our 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 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.

3 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. Our long range vision : to become one of the main actors on the health care mobile software technology industry within the next five years. 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 Customer s requirements Brainstorming Working group, role distribution Market analysis Competitive analysis (SWOT, PESTEL, Porter...) Study of the potential market and the open market Process Data collection Partnerships Planning Creation of a simple responsibility assignment matrix (RAM)

4 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 PESTEL Competitive analysis: SWOT Matrix Competitive positioning Product justification Customer Analysis Analysis of customer needs Launching a new product Value Chain Analysis Partnership Costs estimations Recommendations

5 PESTEL Economical and Political Social Technical Environmental Legislative SWOT Strengths Weakness - 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 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 - 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. Threats - Problem of the security of the information - Problem of the speed of the transfer of the information (workflow) - Fiability of the information

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.

6 Competitive Positioning Product Justification Time and motion studies suggest that percent of nursing time is spent looking up results for physicians, reading results over. Number of nurses in France: A nurse gains on average euros 1.5 represents the taxes *437000*20%*1.5= euros So the Mobile care would involve a saving in euros. Ministry source for Health Ministry source for Health

7 Open market of the MobileCare 3200 groups of public hospitals, private hospitals doctors who are working in hospitals are /2= if we consider that each doctor will use the mobile care, we could sell 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 units. The second year: the sales will increase about units. The third year: during this year the sales will be around units. The fourth year: the sales will be stable: units. The fifth year: we consider that the sales will be around units.

8 Potential sales of the Mobile Care (II) Summary Executive abstract Methodology Results of the analysis PESTEL Competitive analysis: SWOT Matrix Competitive positioning Product justification Customer Analysis Analysis of customer needs Launching a new product Value Chain Analysis Partnership Costs estimations Recommendations

9 Analysis of customer needs Access up-to-date and accurate information. Flexibility Provide a better service : Taking less time Having immediate access to global information Reduce loses. Launching a new product Many functions : o o o 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.

10 Launching a new product Place/ distribution and sales support

11 Promotion SALES REPRESENTATIVES E-COMMERCE Value Chain Analysis

justification Customer Analysis Analysis of customer needs Launching a new

12 Summary Executive abstract Methodology Results of the analysis PESTEL Competitive analysis: SWOT Matrix Competitive positioning Product justification Customer Analysis Analysis of customer needs Launching a new product Value Chain Analysis Partnership Costs estimations Recommendations Partnerships

13 Summary Executive abstract Methodology Results of the analysis PESTEL Competitive analysis: SWOT Matrix Competitive positioning Product justification Customer Analysis 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 *350= Considering that there is an investment of 3millions (IBM and launching, advertising), Nokia have 35% on our sales : and there is cost of maintenance for two years = of profits

14 Cost estimations Summary Executive abstract Methodology Results of the analysis PESTEL Competitive analysis: SWOT Matrix Competitive positioning Product justification Customer Analysis Analysis of customer needs Launching a new product Value Chain Analysis Partnership Costs estimations Recommendations

15 Recommendations Here are our requests for the Health Ministry : 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. We want to focus on the necessity we have to obtain both your agreement and your financial support in this ambitious project. Acknowledgement We want highly to thank Mr David for his assistance and his useful advice. Thank you for your attention

Appendix B: PDMP Planning Tool

Appendix B: PDMP Planning Tool Overview In 2014, approximately 19,000 people in the United States died from overdoses of prescription opioids. Prescription drug monitoring programs (PDMPs) are a key resource