Directi Case Study Contest 2010 submission by Team Gryffindor from ISB Hyderabad

1. The Gryffindors
Deepshikha Yadav
Sireesha Dandu
Vibha Naryan
ISB Hyderabad

2. Content
• Current Scenario
 LBSN in Healthcare
 Healthcare LBSN in INDIA
 Existing Social Networking sites
 Facts and Figures
• Product Concept
 Mission
 Process Flow
 Product Features
 USP
• Marketing Strategy
 Market Segmentation
 Viral Marketing Strategy
 Revenue Generation
• Challenges
• Conclusion

3. Why Social Networking in Healthcare ???
Social networks enhance
communication, collaboration
and sharing in the health care
space.
One-third of Americans use social
networks to find fellow patients and
discuss their conditions.
It is proved that people change their
health habits by influence of social
networking communities
Social networks hold considerable
potential value for health care
organizations (Hospitals)
They can be used to reach stakeholders,
aggregate information and leverage
collaboration
Social networking offers
opportunities to healthcare
providers (physicians, health
professionals to improve
communication and cooperation.)
Doctors review their cases and share
clinical knowledge, look for long lasting
connections or establish new
professional contacts
Disease based support -
opportunity to freely obtain and
disclose information about a health
condition.
Patients who have the same disease,
compare notes on treatment options,
aggregate the disease community’s
experience, and provide emotional
support

4. LBSN in Healthcare
•Patients can make remarks about their experience with a given
healthcare provider and subsequent visitors can make use of
that. Very useful service for frequent travelers.
Patients and visitors need first hand
information of health services
available in the area.
•Hospitals need to communicate to patients on aspects
like health tips, facilities in hospital, branch openings etc.
Location based services form a very good
platform for hospitals to give tips and
track visitors to their facilities.
•Information of nearest hospital, nearest drug store, ping/sms
doctors.
•Tracking nearest ambulance services in required area
Help in emergency
•Preventive medicine for prevalent diseases
LBSN can cater especially to the prevalent diseases of
the area. Discussing health condition with other
patients and doctors can act as a preventive medicine in
most of the cases.
•Healthcare and smart telephony are fast growing industries
whose integration can give rise to innovative features like
finding the best pediatrician , or orthopedic surgeon in the
area to provide emotional support to people suffering from
same illness
Huge opportunity for innovation

5. Healthcare LBSN in INDIA
Healthcare
LBSN in India
Smart phone usage
increased by 19 Million
from 2007-2010.
Expected to double
between 1995 and 2015.
Increased awareness in
patients and doctors on
social
More than 5 Million
inbound travel and
about 500 million Intra –
national travels.
85 Million internet users -
growth rate of 19%
Average usage 15 hrs per
week.
12 Million mobile internet
users,
Top 10 social networking sites
have 36 Million users .
India has location
based prevalent
diseases - Huge
demand for increased
awareness

6. Location based
healthcare
Provides comprehensive
Doctor directories.
Location based social networking
site dedicated to oncology
Specialized healthcare
Social networking site for diabetic
patients
Online way to remember
medications, provide
long-distance care, and
improve health
Professional
health network
Healthcare fitness
Health Consulting
and Information
Relating
genetic info
to family tree

7. Some facts and stats
0
5
10
15
20
25
Social Networking in India 2010
Number in Millions
0
0.5
1
1.5
2
2.5
3
3.5
Location Based Social Networking in India
Number of Users in
Millions
•India comes third in world in social networking.
•India spends US 22.7 Billion on Healthcare. Healthcare is the largest in India in terms of
Revenues and second largest in terms of employment.
•India second to US in Mobile Internet traffic.

8. • Current Scenario
 LBSN in Healthcare
 Healthcare LBSN in INDIA
 Existing Social Networking sites
 Facts and Figures
• Product Concept
 Mission
 Process Flow
 Product Features
 USP
• Marketing Strategy
 Market Segmentation
 Viral Marketing Strategy
 Revenue Generation
• Challenge
• Conclusion

9. Integrated Health Services: Panacea
A Location based Social Networking site focused on Healthcare
services(accessible through internet and mobile)
Integrated health services with location-enhanced and
personalized information.
Help consumers and providers accelerate and optimize their
decision-making process in medical/health situations and
problems.
Making health information instantly available at the ‘right time’ and ‘right place’.
Hospital
s
Doctors
Patients

10. Product Features
Health Content
Content Search
•Health related search
customized based on location
Online community
•Physician only community
•Separate patients
community
•Check-in at hospital
•Post comments
Consultations
•Live Chat with Doctors
•Speak with Doctors over the
phone
•Fix appointment with Doctors
Health tips
General Health tips
Customized based on Profile
Personalized Services
Reminder
•Personal reminders
based on locations
•Health related
reminders
Health Assessment
•Set health and fitness
goals
•Track your progress
Health Advisory
services

11. Process
Step 1:Sign-In Set Health
Goals
Live Chat with
a doctor
Join a community
Get Health Tips
Get Location
based Services

12. USP-1:Multi feature Platform
One Stop Shop
Physicians
•.
•Lots of Physician specific
services are provided through
social networking sites.
•Each service involve separate
Portals
•At Panacea Health
professionals can avail a range
of services; they can create their
professionals network, they can
provide online consultations and
they could receive feedback
from patients.
USERS
•The presence of numerous
health 2 websites, providing
different services could be
confusing for the user.
•It also risks overloading users
with unnecessary information
delivered with it.
•Panacea provides co-ordinated
service which minimizes both
the number of stages in availing
a service and the number of
separate logins on websites.
Panacea differentiates itself from
competitors by providing high
integration for both users and
Providers
PANACEA

13. Platform Envelopment
Physician only
community
Pharma services utility
Blogging
physicians
Health
Monitoring
and Tracking
Live Chats
with Doctors
Mobile
Platform
•By Bundling all the
functionalities in a single-
platform, Panacea
can deliver sustained
high performance in
ways that rivals cannot
easily match.
•Network effects and
switching costs could be
taken care of by bundling
the platforms

14. USERS
•Users' profiles and needs are
affected by where they are.
•Certain diseases tend to occur
in some places and not others.
•Health information needs vary
with location.
Panacea delivers personalized
information to users based on
their locations.
Health service providers can react
immediately to the changed location of
a mobile user by delivering
personalized timely information and
services for his/her new roaming
region
•Prescribers need to know not
only the history of patients they
treat but also information about
the social and environmental
context within which those
patients live.
Physicians
Examples of Location-
specific Medical/Health
Information –
Local disease rates and
information,
Maps and guidelines;
Targeted health education
Addresses of local healthcare
facilities
Local health news
Local health risks and hazards
Travelers' health information
Local drugs/drug trade names
and prices (in local currency)
Information whose digital
distribution rights are limited to
some location(s)
Language(s) relevant to the
viewer's location.
Content Customized based on Location
USP2:Customized Content

15. USP3:Informed HealthCare Choices
Following are the reasons why Users can make Informed Decisions
Access to Integrated Health Record, Personalized Health Tips, Tools to monitor and
Track Personal Health Goals, Online Consultations from doctors
Recommendations on Doctors/Hospitals from Other Patients through Online
Community, User location check-in comments
Leveraging Location based services to utilize Real-time, dynamic, customized
information

16. Additional Benefits to Healthcare Providers
Analytics
• The integrated Platform could be used as one of the data streams for health care
ecosystem for behavioral analysis and other analytics.
• It also provides an opportunity to map health problems and relate them to
available online information resources. This can be of great help to healthcare
policy makers, planners and managers (helping them make informed decisions).

17. • Current Scenario
 LBSN in Healthcare
 Healthcare LBSN in INDIA
 Existing Social Networking sites
 Facts and Figures
• Product Concept
 Mission
 Process Flow
 Product Features
 USP
• Marketing Strategy
 Market Segmentation
 Viral Marketing Strategy
 Revenue Generation
• Challenges
• Conclusion

18. Whom do we reach out to ???

19. Segments & sub segments
Patients
Frequent travelers
/professionals
Consultants
Executives
IT professionals
Chronic disease
patients
Patients in need of
primary care
E-healthcare users
Teenagers
Doctors , hospitals
and insurance
agencies…….
•Male & female
•Age group - 18 to 60
Most active age group - 20 to 40
•Urban and semi urban
•Income – middle/upper middle
class

20. . The trick, is to identify such trendsetting subscribers and keep them on board with special
discounts and promotions.
• Spot the “influencers”, these subscribers frequently persuade their friends, family and
colleagues to follow them when they switch to a new service, and
• Adoption is being driven by the availability of more sources of information, and by the fact
that network-analysis software is becoming easier to use.
• According to the Jupiter Research report, 17 percent of "online health connectors" said they
used the Internet "to get emotional support" for a health condition. Mobile based social
networking would help connect patients to each other through disease-specific online
communities, virtual support groups, real-time Web chats, and other features whereby
patients share experiences and advice, and even rate their doctors.
• Eg -Tetracycline was initially tried by a group of doctors(influencers) and now its used world
wide.
• Identify the networks to target as follows -
COIN- collaborative innovation network
CLN – collaborative learning network
CIN – collaborative interest network
COIN
CLN CIN
Identifying influencers……

21. S shape diffusion model
Mavens/innovators - Doctors, patients who
are active on e-healthcare.
Early adopters - Insurance agents, hospitals ,
pharma companies, patients.
Tipping point - People active in other social
networks.
Late majority - Ones who rely more on advice
of their relatives, friends.
Conservationists – sensitive and useful field
like daily healthcare would force them to join the
site.
Consumer analysis
Product life cycle curve
Panacea targets
these two categories
and adopts
marketing methods
to spread out to later
ones.

22. Viral marketing
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Series1
Perceived method of gathering
information about a product

23. •Gain mindshare through word of mouth.
•Spread videos, blog links, advertisements on hospital
sites
•Including website health facts on shop gift cards ,
general healthcare tips on websites
•Link up with pharmacies like Apollo pharmacy and
providing information on the membership cards.
Spread the word!!!
Identifying the Mavens
•Identifying the network of doctors active on health sites in
India.
•Check out for the social network of these doctors on social
networking sites.
•Identify the doctors who are Power Brokers and the ones
with large social network .

24. Make a video
contest !!!!
Panacea
wallpapers The health quiz
What are your chances of
surviving a H1N1 ????
• Float a health quiz regarding
the common disease. The
user would click on it to
answer and would be directed
to the site where he can type
in the response.
• creating awareness about
general disease.
•The user would come to
know of other features of the
siteHealth care that is always
there!! – video contest
Click on
panacea.com
•Directi would
organise a make a
video contest. The
best video would be
featured in all
healthcare sites with
prizes and goodies to
winners.
Wallpapers would be
offered for free on
web.
• wallpapers would
feature health
habits.
•A health personality
would be featured
weekly in the
wallpapers.

25. • Affiliate marketing
- Tie ups with hospitals like apollo , max for health awareness.
- ensures visibility, awareness
• Internal affiliate marketing –
- promoting participants to join – referral system
- In terms of healthcare advice people believe in referals from friends.
- People tend to join more if they have relatives/close friends as doctors
• Offline Promotions –
- facts about healthcare sites on buses, public places.
Low
Medium
High
Viral
marketing/social
media
Affiliate/inter affiliate
marketing , online
promotions
Offline
promotions
Impact

26. St Strategic Partnership
Directi - Panacea
Smartphone providers:
Nokia , Apple etc
Mobile Service Providers:
Partnering with Service
Providers like Airtel,
Vodafone etc.
Mobile Apps providers:
RapidsoftTechnologies,
Indianic etc

27.  Revenue stream through ads –
Target -Ads by Pharma companies, insurance companies , hospitals.
Partnerships
- healthcare agencies, hospitals, e-healthcare sites.
Strategies used –
Easy to use interface to place ads – ads management platform like
Pubmatic , google ad manager
Internal advertisement engine – Skenzo
Revenue through value added services – online consultancy
 Site is a cost center initially
-Revenue generation is dependent on popularity of sites among
hospitals, doctors and patient community.
Ease of monetization –
Attracting pharma companies to place their ads, attract insurance companies for
placing ads which needs
Building community
Credibility – good surgeons available online, feedback reviews, good hospital names
add credibility
Online health awareness can be increased in India by increasing awareness which
comes through changed mindset.
Revenue generation

28. Laws for Monetization basis
Moore’s Law
Doubling of
computing power
every 18-24 months
Dramatic increase in the
usefulness of electronic
devices in every economic or
social activity
Bandwidth Law
Doubling of
communication
capacity every 24
months
Dramatic increase volume of
communication and
information exchange
Metcalfe’s Law
Value of a network
grows exponentially
with the number of
connected users
Dramatic increase in the
salience of economic and
social networks

29. Online consultancy revenue model
• Select a specialist based on your location and status of specialist
• Trial Package for new users - sign up – free chat/online consultancy
• Frequency - free 2 online consultancies for 2 days (1 per day)
• Move to Regular package
• 400 Rs for 35 min online chat.
• Follow up with doctor.
• Move to Regular package
• 500 Rs for 50 min online chat.
• Follow up with doctor.
Trial model
Regular model
Premium model
Directi revenue sharing
60% - Directi
40% - Doctors

30. •Social networking site users in India (taking facebook number as base) – 20
million
•Assuming 10% users (in first year) interested in social networking healthcare – 2
million
•Number of doctors (WHO estimates) – 4.4 lakhs
•25 % Doctors logging in to healthcare online services -27500
•In first year Panacea aims to have number of doctors - 10000
Revenue Rs
Online consultancy (assuming 1 doctor does 3 consultancies per day) 1200
Directi revenue (60:40) per day 720
Directi revenue from online consultancy per year 262800
From advertisements (based on cost per click = 20 Rs)
Pharma companies (250 clicks per day) 5000
Hospital and healthcare agencies (1000 clicks per day) 40000
Revenue per day from ads 45000

31. Total revenue in first year 16425000
Cost estimates for the product
Software development cost (for a std social networking site) 1500000
Add -ons cost initially 1200000
Maintainenance cost 1200000
Partnership/platform provider cost 1200000
Patent cost 75000
Marketing cost (assuming 12% of revenue) 2002536
Total cost including the launching of product in India 7177536
ROI in 1st year = 1.325

32. • Current Scenario
 LBSN in Healthcare
 Healthcare LBSN in INDIA
 Existing Social Networking sites
 Facts and Figures
• Product Concept
 Mission
 Process Flow
 Product Features
 USP
• Marketing Strategy
 Market Segmentation
 Viral Marketing Strategy
 Revenue Generation
• Challenges
• Conclusion

33. Challenges
 Implementation challenges – There might be compatibility issues with
mobile platforms, device capability has to be taken care of.
 Getting doctors to consult online – Doctors in India are still into hospital
based/clinic based consulting and it might require a little effort to get them
onboard.
 Getting on board appropriately qualified doctors would require appropriate
selection procedure.
 Competition in market – Social networking is growing at a very fast pace
and venturing into new areas, new products are being launched frequently
which has increased time pressures in launching a new product in this area.
 Privacy – Patient shares data with the doctor online and it might create
privacy issues. The moderator/inventor has to take care of these issues.
 Insurance companies might get more information about patients and might
charge differential premiums based on this information.

34. Regulations in Healthcare and Rapid evolution
The Health Insurance
Portability and
Accountability Act
(HIPAA) – This act
ensures that patient
health related
information is protected
against public disposal.
Restrictions on
Hospitals/Doctors
to advertise in
Social Networking
websites
:Advertising can be
utilized for creating
awareness of
diseases and
promoting one of
the services or for
services of all the
departments.
Trends due to
E-revolution:
Due to e-
revolution
hospitals have
started using
web for hosting
their websites
and sites can
be utilized to
send specific
messages to
community.
With a combination of
co-branding
partnerships,
reputation advertising,
and an increased
presence in social
media, hospital and
medical centers are
trying to establish
themselves as the go-to
place for particular
diseases as more
patients comparison
shop for treatment.

35. • Current Scenario
 LBSN in Healthcare
 Healthcare LBSN in INDIA
 Existing Social Networking sites
 Facts and Figures
• Product Concept
 Mission
 Process Flow
 Product Features
 USP
• Marketing Strategy
 Market Segmentation
 Viral Marketing Strategy
 Revenue Generation
• Challenges
• Conclusion

36. Conclusions
 Online Healthcare is an emerging field and social networking can be used
extensively in collaboration with online healthcare.
 Location based social networking healthcare can be used to gather real
time information of a chronic patient irrespective of his/her location.
 There is a huge need-gap in preventive healthcare, healthcare information
delivery. Existing sites in India like aapkadoctor.com are hardly functional. A
huge consumer base awaits the advent of location based social networking
product in India.
 Healthcare is perceived as a sensitive and privacy oriented field, and is
not completely explored by social media in India. Therefore Directi can
maintain exclusivity in terms of launching a product for healthcare .
Collaborative tie ups with healthcare agencies and even health NGOs can
ensure a great opportunity to ensure network enhancement for urban and
semi urban areas.

37. References
• http://www.ncbi.nlm.nih.gov/pmc/articles/PMC149402/
• http://blog.ogilvypr.com/2009/09/how-doctors-are-using-social-
media/
• http://www.who.int/healthsystems/technical_brief_final.pdf
• http://healthcaremagic.com/
• http://www.lifemojo.com/
• www.Slideshare.net
• www.Aapkadoctor.com
• http://www.goldenwebdesign.com/services/m289-social-
networking-software.html
• www.Google.com
• http://health20.org/wiki/Health_2.0_Companies