THE DEPUY KNEENJAS

Anusha Kommidi

Phone:+91-87902 27701

Mohit Sharma

Phone:+91-98733 09087

Mouli Malakar

Phone:+91-78734 25054

Vineet Shah

Phone:+91-88846 00366

RESEARCH AIM & KEY DELIVERABLES

The aim of the research is to identify innovative collaboration opportunities and increase the joint
replacement market by:

Enhancing awareness about joint ailments and increasing long term brand association with potential
customers

Transforming surgeon training through sustainable engagement

Improving affordability & reach of the products

The deliverables of this project:

Value Chain Analysis (VCA), SWOT Analysis, Porter 5 Forces Analysis

Market survey report (hospitals/nursing homes, PHCs, doctors & patients)

Identification of market drivers and market restraints

Creation of innovative modes to collaborate with Policy Makers, Providers, Physicians / Hospitals /
Nursing Homes, Patients, Payers

Recommendations on the most effective collaboration opportunities & channel partners

Strategy document with execution plan & timelines

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KNEE AILMENT & REPLACEMENT ECOSYSTEM STUDY & OUTCOMES

HIGH

QUALITY OF TRAINING PROGRAMS PROVIDED TO DOCTORS

QUALITY OF DEPUY SYNTHES PRODUCTS(1)
EFFECTIVENESS OF DIGITAL ADVERTISING URBAN(2)
NUMBER OF PEOPLE AFFECTED BY KNEE AILMENTS(6) (WOMEN 75% of TKAs)

Awareness
Key influenc
Cost of surg

AWARENESS LEVEL OF PATIENTS REGARDING TOTAL KNEE REPLACMENT - TIER 1

CITIES
PERCENTAGE OF ARTHRITIS PATIENTS SEEKING TIMELY PROPER TREATMENT
ONLINE PRESENCE AND USER ENGAGEMENT OVER KNEE AILMENTS ON SOCIAL MEDIA
MODERATE

LOW

AWARENESS LEVEL OF PATIENTS - TIER 2 & 3 CITIES AND VILLAGES

PERCENTAGE OF ARTHRITIS PATIENTS SEEKING TIMELY(3) PROPER TREATMENT
AFFORDABILITY OF IMPLANTS(4)
INSURANCE COVERAGE PROVIDED FOR KNEE RECONSTRUCTION SURGERY
ACCESSIBILITY TO INFORMATION REGARDING J&JS OFFERINGS (5)

(The data provided above is based on the inputs provided by 7 doctors whom we interviewed.
High, Medium and Low indicate the rating provided to the various parameters mentioned.)
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POSSIBLE EXPANSION AVENUES

Objective A: Enhancing Awareness

World arthritis day campaign (collaborate with Government of India)

Womens day campaigns / advertisement in women centric media (e.g. magazines)
Aggressive use of Social Media - Youtube, Twitter & Facebook
Create & update blogs, forums & microblogs hosting informational content
Search engine optimization of healthcare website (visibility on Google, Bing, etc.)
Raising awareness about the products with insurance companies
Creating a Mobile App to raise awareness
Publication of consumer generated reviews (success stories)
TV display of Joint Replacement information available at hospitals & dispensaries
Airing testimonials of doctors and success stories from patients on radio and other
media
Conduct arthritis camps in Tier - 2 & Tier - 3 Cities, free medical check ups
Collaborating with healthcare startups to spread awareness of the problems & solutions

POSSIBLE EXPANSION AVENUES

Objective B: Surgeon Training & Engagement

Providing a forum for trainees / surgeons / doctors to ask questions / opinions

Broadcasting training videos on Facebook, Twitter, Youtube

Conducting workshops and training sessions

Providing medical material support to medical colleges for surgery training - creating
familiarity and loyalty

Media journal advertising

Objective C: Affordability & Reach

Make in India initiative: domestic production of Depuy devices to lower cost & selling price.

National level tie ups with government & private hospitals

Provide products at subsidized rate to educational institutes

Tie up with Insurance Companies to cover the costs and to give a comparative analysis
of insurance policies that cover Joint Replacement
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PROPOSED COURSE OF
ACTION & TIMELINE
STEPS

TIMELINE

1) Perform market assessment through interviews with surgeons, nursing

homes, hospitals, government organizations, patients, insurance
companies & competitors.

Week 1

2) Prepare market assessment report including SWOT analysis.

Week 2

3) Create a list of partners across functions with whom Johnson & Johnson
can partner for market development.

Week 3

4) Perform due diligence to identify select partners

Week 4

5) Submission of final recommendation & action plan

Week 4
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TEAM PROFILE
Anusha Kommidi is an engineer from BITS Pilani, who comes with over 4 years of experience in
Operations & Supply Chain Management. She had her own venture in Food space, worked in a
bootstrapped startup called TinMen and was part of expansion team of Swiggy. Anusha is currently
pursuing M.B.A from Indian School of Business and is the Club Coordinator at Career Advancement
Council.
Mohit Sharma has done masters in Human Resources and is an Engineer by trade. He has worked as a
public servant (Income Tax Inspector) and as a Human Resource professional at Infosys and Mawana
Sugars Ltd. Mohit is currently pursuing M.B.A from Indian School of Business and is the Treasury and
Governance Coordinator, Finance Governance & Special Initiatives.
Mouli Malakar is an engineering graduate and has worked with Infosys as a Business Analyst in
Healthcare domain. She has an experience in optimization of provider network creation and claim
adjudication process, provider-plan search application enhancement, UI designing for payers like
Aetna. Mouli is currently pursuing M.B.A from Indian School of Business.
Vineet Shah is a Bachelor in Commerce, Chartered Accountant and CFA Level 3 candidate who brings
deep financial expertise having worked with multinational corporations like ITC Limited and Goldman
Sachs. Vineet is currently pursuing M.B.A from Indian School of Business and is the Learning &
Development Coordinator, Finance Lead & Treasurer of the Public Policy Club.
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APPENDIX
Survey questions posed to doctors
1.

Whats the awareness level of patients regarding arthritis and knee replacement procedure in
India?
2. What do hospitals do to increase awareness regarding joint replacement surgery?
3. What is the procedure cycle - from the time patients come to post operation stage?
4. Which brand of implants do hospitals use? Are you satisfied with the Depuy product?
5. Who takes the decision regarding the brand of an equipment? What are the factors you look at
for making the decision?
6. How are the doctors trained? How effective are these programs?
7. What is the price of a knee replacement surgery?
8. Do you think the brands available in the market are comparably priced? Does the price reflect the
quality of the product?
9. How often is a revision surgery needed and why? Can that be avoided?
10. Would inbound marketing by device manufacturers help raise awareness of the available devices
amongst doctors & patients?
11. What are the common sources (online, magazines, etc.) to gather information regarding the
problems & their solutions?
12. Which category of patients are more prone to undergo surgical procedures?
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APPENDIX

Percentage proportion of Implants used, company wise

http://www.ncbi.nlm.nih.gov/pmc/articles/PMC4297840/
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