HealthcareMagic is an online platform for patients to consult doctors without visiting a hospital. It was started in 2008 in Bangalore and now has over 250,000 daily users and 15,000 specialists. About 75% of customers use it for second medical opinions on severe ailments. Consultations are much cheaper than in-person visits. The platform connects patients, doctors, healthcare suppliers, and corporations. It generates revenue from consultation fees, subscriptions, and advertisements. While competitors offer similar services, HealthcareMagic was the first mover and has established itself as the market leader.

1. April , 2015
PUNEET RAJENDRA KALE - A0132976W
AMRIT RAVI - A0136421R
LOKE KAH YEONG JEREMY - A0098545N
MAHENDRAN PERUMAL - A0110178N
RAMAN RAVI RAMAN - A0008484A
SANJAYKRISHNAN KUMAR - A0120543W
MANAS SHUKLA - A0120560X
Business models for other
technologies can be found
here:
http://www.slideshare.net/
Funk97/presentations

2. Objective About HCM Customers
Value
Proposition
Scope of
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Competitor
Strategic
Control

3. Objective About HCM Customers
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•HealthcareMagic is an online platform for patients and
attendants to consult doctors, i.e. specialists and super
specialists, and get an answer then and there without visiting the
hospital or a clinic.
•It was started in 2008, in Bangalore, the IT Hub of India, and was
first of its kind back then.
•Today HealthcareMagic has more than 250,000 user footfall
everyday on its website and more than 15,000 specialists are
associated with the organization

4. Objective About HCM Customers
Value
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5. https://www.youtube.com/watch?v=NwSTNo2GeVQ

7. About 75% customers are on HCM for second opinions, where they have already
consulted a physician or specialist earlier. Second Opinions, in cases where
ailments or diseases are of severe nature, are quite common. Patients do not want
to rely on one prognosis as they outcome may not be favorable. Hence to be sure,
they use HCM’s specialists who are with an impressive track record, to eliminate
any doubts they may have.
Even though hospitals are at an approachable distance, customers now prefer
using e-health services as its convenient and cost effective
One normal consultation in India, on an average costs 500 INR. With HCM you can
consult for 5 times in 350 INR. That is just 14% of the normal fees a patient pays for
one consultancy, in a normal clinic. Lavish ones are 1200 INR and above
Reports and details can be uploaded online in less than a minute. The entire
process is designed in the simplest ways to enhance ease of access.
Rates vary across geographies as per the paying capacity
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8. • Geographic
– Location: Bengaluru
– Population: Tech savvy, Professionals
– Less awareness about medical facilities
– Current geographies: International (predominantly US) &
other states in India
• Demographic
– Age group : 22 & above, retired people, professionals
– Target audience: Doctors, pathology labs, hospitals
– Gender: % of women is less as they is a concern about
security and comfort level with sharing
medical/healthcare issue online. They prefer primarily
women doctors
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9. Psychographics
• Will target audience that are generally open to technology
and new ideas
Behaviour
• Needs and wants of the patients
• Usage rate and corresponding service levels
• User status: Determines traffic on website
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10. Objective About HCM Customers
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Based on the type of ailments

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Technology
• Higher number of specialists belong to the age group of 28-38
(approximately 65-70%) that are tech savvy
• Increasing ease of technological diffusion in our lives
• Increasing number of aged specialists becoming a part of HCM Network
Geographies
• Higher ratio of Asian Specialists connected with its network since HCM
started its operations from India
• Higher influx of doctors from USA, Europe and Africa since 2011
Specialties
• Diverse pool of specialists delivering quality services 24X7
• General Physicians constitute about 45% of the total doctors
• 12% are super specialists (cardio, neuro, nephro)

12. Objective About HCM Customers
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Scope of
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14. Patients
Physicians
Health Care
Suppliers
Corporate
Enterprises
• 24 x 7 consulting
• E-Medical records
• Worldwide
connectivity
• Medical Insurance
• Convenience
• E-Medical records
• Advertising and sale
of relevant products
• Increased patient referrals
• Worldwide connectivity
• Easy outreach and
appointments
• Accreditation
• Discounted large scale
insurance
• Customized user interface
Health Care
Magic

15. Objective About HCM Customers
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Competitor
Strategic
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16. Objective About HCM Customers
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17. Objective About HCM Customers
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18. For Patients:
• Question marks over coverage when using
online therapies
• Concerns regarding confidentiality, privacy
and storage especially with the rising
demand of eRecords
• Cannot be helped in crisis situations
Objective About HCM Customers
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19. For Physicians:
• eTherapy is not appropriate for people with
complicated illnesses
• Therapists cannot see facial expressions,
vocal signals and retrieve
body metrics
• Doubts over legal/ethical codes
Objective About HCM Customers
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20. • Rebalance of the public and private sectors in
the financing and delivery of care
• Precision based industry has shown growth
• E-records : 38% in 2008 to 78% in 2013
• Seamless care - Digital tools
• Disruption Vs. Enhancement
Objective About HCM Customers
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22. Objective About HCM Customers
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24. Objective About HCM Customers
Value
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Scope of
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25. Patients
Advertisement Services
Health Care Magic
Physicians
Registration
Subscription
Fees
Consultatio
n Fees
data
credits
Consultatio
n via HCM
Health Care
SuppliersPortal Services
Corporate
Healthcare
schemes
Registration
Consultatio
n via HCM
Objective About HCM Customers
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26. Customers Currently registered
Current annual Revenue (in
$US)
Patients 3,000,000 $3,000,000
Average consultation % paid to
doctors from the premium
amount
-$1,500,000
Physicians 10,000 $100,000
Corporates 50 $50,000
Advertisements 100 $1,000
Total Value $1,651,000
Conversion Rate 5.0%
Average Premium per customer $20 Yearly
Average Registration per Physicians $10
Average Premiums per corporate $1,000
Advertisements $10 P.A
Average consultation % paid to doctors from
the premium amount
50.0% Consultation fee
Approximately
Objective About HCM Customers
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27. 0
2
4
6
8
10
12
Revenue Rise (In Millions USD) 2010 to 2014
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28. Pharmaceutical Distribution Business
Home healthcare business
Non emergency medical transportation services
Medical supply business
Medical equipment sales
Medical related app
Objective About HCM Customers
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29. Partner with medical
equipment suppliers
Advertise over web/mobile
apps
Consultations for corporates
via customized UI
Health awareness campaigns
for outreach/PR
Objective About HCM Customers
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31. Source: Company Websites & Blogs
Online Traffic Number of specialists
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Consumer Base
eVaidya
Practo
SCIO HA
MedStar Health
HealthCare Magic
3 MM4.5 MM
1.5 MM
250K/D 120K/D
80K/D
35K
15K
8K

32. Sep 21,
2007
#18,139
June 3,
2010
#8,889
Aug 14,
2011
#237,934
Dec 28,
2012
#160,873
Launch
Date
Popular
Website
Ranking
s
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Source :http://www.statshow.com/ accessed 11-Apr-2015 5.27pm

33. 1736610
195780
3543720
132420
789360
88980
1610760
60180
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
HealthCare Magic Lybrate Practo DoctorSpring
Viewership / Visitor Comparison Chart
Monthly Pageviews Monthly Visitors

34. Scope of activities
Manage billing to customers
Supports a variety of medical advisory
Public Forum for medical advisory
"live" interaction with doctors online
Managing appointment booking through
smartphone app or online portal for patients
Manage appointments, medical records,
accounting billings for the doctors
Android mobile support
share medical records with other doctors easily
Find doctors near their location
Free service - digitally store and manage their
records on smartphone
Fee-based consultation for patients
On-click emergency support system
search tool for nearby ambulance services
Objective About HCM Customers
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Free
Service offered Recognized as core competency

35. Objective About HCM Customers
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First mover advantage
•Established and recognized with a market leader
•Focus on medical advisory with “Online interaction” with doctors
•Wide variety of medical field
•Ease of use
•Tiered-based fee consultation
Similar business model to HCM
•Follower with fewer features offered
Different business model from HCM
•Focus on customer relationship software for doctors and clinics
•Manages search for doctors, booking and appointment scheduling
Late mover advantage
•Offered all the services from HCM and Practo combined – For Free
•Additional innovative features such
•one-click emergency support service
•search tool for nearby ambulance services

36. User Base
Uniqueness
Beginner’s Advantage
Collaborations
Cost of Operation
High Scope of Activity
Ease of Access
Pricing
Refund Policy (100%)
Low Entry Barriers
Diverse Legal Constraints
No Serious Ailments
Dependency on Internet
Technical Barriers
Availability Barriers
Difficulty in Claims
Go Multidimensional
Rate Practitioners
Better Incentives
Targeted Collaborations
Education Sector
Government Regulations
Litigations
Risk of Casualty If Delayed
Limits while Prescribing
Easy To Copy Concept
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38. Patients Doctors
HealthCare Magic
More patients attracts more Doctors
More doctors attract more patients
Advantage of being the first company to establish foothold and the largest player in the
domain
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39. • Acquired by EBIX – Provides an avenue for e2e
solutions
• Allows building of an eco-system around
HealthCare Magic
EBIX
HealthRisk
Assessme
nt
Smart
Care
HCM
SmartEnga
ge
Smart
Sites
A.D.A.M
on
Demand
Health
Centers
Patient
Journeys
Medicatio
n
Managem
ent
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40. • Restrictive Practices
– Strengthen and establish ‘exclusive’ relationships
with hospitals
• Vertical Integration
– Being part of EBIX’s wider ecosystem offers better
control of the market
• Cost advantages independent of scale
– Proprietary technology, know-how; learning
curve cost advantages
Objective About HCM Customers
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41. Objective About HCM Customers
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