Summe( lnIe(n:hip F(cjecI Fepc(I

ckncw|eccemenI
This project would not have come to fruition without the help,
wittingly or unwittingly, of a great many people too numerous to
mention.
Our Mentor, Mr. Shishir Srivastava should be commended for the
guidance, support, and wealth of ideas he provided in order to see
this work completed.
This project was a team effort and we are proud to be a part of
such a great team. The credit of the successful completion of the
project goes to the diligent teamwork.
Thanks a lot to all the unnamed people who kindly supported as in
many ways.
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ke||gore Iechnovo L|m|ted
Fort|s Heo|thcore L|m|ted
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Heo|thcore
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RELGARE Group
The Religare is a transnational group with business interests in
Financial Services, T, Healthcare, Wellness, Diagnostics,
Aviation and Travel
Religare Technologies Limited
s the holding company for the T business
Provides
Enterprise Software Solutions
T Services
Knowledge Management
LcuI Fe|icc(e
'i:icn
To become ndia's No 1 National Healthcare
nformation Exchange in the next 2 years
Healthline24x7 will be available over:
Voice (phone)
Digital (web)
lnIe||icenI lnfc(mcIicn F|cIfc(m
Sec(ch - Ccmpc(e - Evc|ucIe - Se|ecI"
Search By
Compare By
FiItering On The
Basis Of
EvaIuate By Further
Screening Criteria
FinaI FiItration
And SeIection
By
Area Fees Experience
Patient
Testimonials
Location 24 Hrs Service Education
Emergency
Response
Services
Medical
Specialization
Home Visit Awards/ Recognition
Other Facilities Special Treatments
Covers most of the relevant details
Professional: Specialization, OPD & Hospital of practice
Contact details & Availability
Education & Experience
Awards & Recognition
omprehens|ve
CI or other medical council registration numbers mandatory
Complete education details
Doctor / data provider's signature to the authenticity of data
uthent|c
Repeat validation of data by validation team through tele-calls
Vo||doted
ec|Ihcc(e Se(vice F(cvice( - DcIc
Cuc|iIy
Ihe doto repos|torv o|ms to cover o|| the mojor heo|thcore de||verv contoct
po|nts where o pot|ent wou|d ||ke to ovo|| o product or serv|ce
Ihe doto repos|torv o|ms to cover o|| the mojor heo|thcore de||verv contoct
po|nts where o pot|ent wou|d ||ke to ovo|| o product or serv|ce
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c:piIc|: & C|inic:
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Se(vice
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&
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LcL:
Chemi:I:
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c(c:: ec|Ihcc(e Ecc:y:Iem
Ccn:ume( Cffe(inc: cn 'cice cnc weL
!atient - Centric
content on aII Diseases
in ICD - v10 (W.H.O.)
Following Content of Disease:
1. Disease Name
2. ntroduction
3. Symptoms
4. Related tests
5. Common Treatment
6. Prognosis
7. Precautions
8. Self Help
9. Alternate medicine
a. Homeopathy
b. Ayurveda
c. Physiotherapy
d. Yoga/Naturopathy
edicines
Database usefuI for
the patients with
the foIIowing
information:
1. Brand name
2. Salt / Combination
3. Price Comparison by
same salt / combo
4. Used in treating
Disease(s)
5. Side Effect
6. Precautions
7. Common dosage
8. nteractions
9. Counter reaction
A series of
questions based on
DifferentiaI
diagnosis and
subsequent
answers :
helps people identify
what kind of
specialist to consult
Di:ec:e Ic Z Medicines
Symptom to
Specialist


ke||ob|e
p|ot|orm |or
|n|ormot|on -
he|ps |n
vo||dot|ng
d|seose,
treotment,
med|c|nes
A series of HeaIth
tooIs to help people
maintain, track and use
to help improve
condition.
These health tools
based on
1. Disease
2. Age
3. Use
Create profiIe
Create and maintain
Electronic Medical
Records through a log
in password
1. Completely safe and
secure
2. EMR for self and
family
3. Free to use feature
for patient
SeIf - Set AIerts for:
1. Vaccination
2. Taking medicines
3. Health checks
4. Family support for
alerts
Alerts over
a. SMS
b. Email
E# enabIes aIerts for
A to D above
Contribute and read
content as a :
1. Doctor
2. Patient / User
Content Categorized:
a. Condition
b. HC Service provider
Next levels of
categorization based on
type of content
Health Tools E.M.R. Alerts Forums
6 7 5 4
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8u:ine:: Leve(cce:
EMF Lc:ec c(ce(inc p|cIfc(m
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/
FcIienI
Fhc(mccy
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CIhe(
Se(vice:
EcuipmenI
1. Paid Listings get priority
during call answering.
2. OPD Leads generated are
sold on a flat fee per year
basis
3. Tertiary and Secondary HC
leads are sold on 'per Lead'
basis.
4. Voice Expected to
generate majority of traffic
initially
1. Google Ad Sense.
2. Display Banner ads by OTC
Drugs, HC services.
3. OTC drugs largest category
in advertising industry
during Q1, FY 2010-11
4. Contextual surveys by
Pharma companies
1. Electronic Health records
for small Clinics, nursing
homes and Doctors
2. Appointment Scheduler
3. Newsletter Management
4. Alerts, alarms
5. Multiple Health tools
Listings Contextual Advertising SAAS
8u:ine:: Offerings
Besides above, professional HC content from leading Medical journals and Medicines referral
database
'
Stage 1
Search and Select
Stage 2
Wellness, Health
events
Stage 3
Health information
Exchange
nformation
Health tools
EMR
Linking all
independent HC
services on one
Platform
Largest platform
HC Eco system
Patient profiles with
EMR history
1. Focus on enlisting maximum healthcare
services and patients
2. Offer Voice, Web and SAAS solutions to SME
HC services
1. Expand to Tier 2 and Tier 3 cities.
2. Offer order placing facility amongst HC
services.
3. Group Patients by Area, Condition
1. On achieving Scale, this will become the largest
repository of Patient Health records
2. Pharmaceutical companies will become a major
stakeholder in monetizing the customer
database in line with privacy norms
ec|IhLine 24X7
5-Yec( Fcccmcp
DetaiIed #eport
F(cL|em DefiniIicn
Promotional activities are broadly classified under ATL
and BTL. Due to the inherent difference in their nature,
they work differently and outshine one another
depending on the industry and the target audience they
are directed towards.
HealthLine24X7 is Healthcare nformation Exchange
service provider. To gain a higher market share, we
want to promote our products /services.
Here lies the problem, what type of promotional activity
one should use. Whether one should go with ATL or
BTL?
pp(ccch Ic Ihe F(cL|em
We basically had to answer the question that, if a person had subscribed to
a particular service provider which promotional activity influenced him to do
that.
The collected data was later analyzed to get effectiveness of various media,
which was tested for its significance via Z test.
Also, to give more meaning to the analysis, the significance of association
between customer base and ATL/ BTL activities was calculated through
regression analysis.
Effectiveness =
no. of people who chose a promotional activity as the crucial deciding factor for subscription
no. of people who got the information about the operator thru that promotional activity
Fe:ec(ch CLjecIive
To analyze the effectiveness of various promotional
activities, which are broadly classified as ATL and
BTL.
Fe:ec(ch ypcIhe:i:
u|| Hvpothes|s,
H
0
: %he(e i: nc :icnificcnI ciffe(ence
LeIween %L cnc 8%L ccIiviIie:".
Sc. cn o|ternot|ve hvpothes|s wcu|c Le.
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: %he(e i: :icnificcnI ciffe(ence LeIween

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Fe:ec(ch ce:icn
The target population were people living in
Delhi/ NCR.
A target sample size was decided with 20
sample elements per member each day.
Quota sampling technique was used: population
was divided into regions, the sample elements
were selected based on convenience or
judgment.
Snowball sampling and 'Online sampling' was
also used but to a lesser extent.
CcnI..
Only primary data could have served the purpose, which
was collected via questionnaire.
The field work:
t comprised of targeting people at random at malls,
commercial places, markets etc.
We took help of our friends in getting the questionnaires
filled. They also referred us to their contacts, creating a
snowball effect.
Mailing an online questionnaire to every known e-mail
also helped in data collection.
After 50 days of fieldwork, we had a sample size of 1000
respondents
DcIc nc|y:i:
Once we got the data, the next step was to
analyze it.
SPSS tools such as frequency, crosstabs and
MS XL tools such as bar, pie & scatter charts
were used to analyze the data.
Effectiveness of ATL and BTL was calculated by
grouping the no. of response for 'deciding factor'
and 'source of info' for both ATL & BTL and then
dividing to get the efficiency.
Fe:u|I: cnc Fincinc:
emogroph|cs o| the somp|e
Fe:pcncenI: Gence(
This result is also very significant as the
gender balance of a population immensely
affects the practices of marketers.
77% of the sample is constituted by male
and it's sure to bias our findings and
conclusion.
This biasness may be accounted to the
fact that our research team was primarily
comprised of males and there is high
probability that a man will have more male
friends. Since we used convenience
sampling, the gender balance got inclined
toward males.
Also girls may not prefer to disclose some
personal information and therefore they
declined to be a part of research.
57
22.98%
191
77.02%
female
male
ender
Fecicn: Ic which (e:pcncenI: Le|cnc
Observations
The research field (Delhi/
NCR) was subdivided into
seven regions according to
the anticipated density of
respondents in those
regions.
More that 50% of the
respondents were from
East Delhi and Noida
Primarily due to
convenience sampling.
no|vs|s o| e||ect|veness
ond
hvpothes|s test|ng
nc|yzinc Ihe effecIivene:: cf vc(icu:
p(cmcIicnc| meIhcc:
0 50 100 150 200
%' c:
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cc(cinc: & .
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ccmpcicn:/ .
mci|
cec|e(/ccenI
f(ienc/fcmi|y
10
57
23
40
48
5

58
12
21

3
11
28
44
31
18
72
no. o| respondents
e||ect|veness o| vor|ous med|o |n obso|ute
terms
mc:I c(ucic| fccIc( :cu(ce cf infc
0 10 20 30 40 50 0 70
%' c:
F(inI c:
lnIe(neI c:
cc(cinc: & Lcnne(:
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mci|
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1.2
10.52
13.04
27.5
58.33
7.
4.
31.03
44.44
effecIivene:: {in 7)
%L
8
%
L
wc(c cf
mcuIh
Observations:
The charts show that campaigns/
canopies are the most effective
media by far. This is certainly a
much unexpected result, when in
absolute no. the 'recommendation'
factor was leading in a big way.
The two most effective forms of
promotions are interestingly those
which are human interfaced.
Online advertising didn't give the
expected results. Probably because
when a person doesn't have
internet, he cannot access the
online ads (except in a caf).
Diffe(enI lnIe(p(eIcIicn EffecIivene:: = FCl
'Most Crucial Factor' represents revenue generated.
Hence effectiveness represents Return On nvestment (RO)
So, RO
campaigns
is maximum.
And, RO
print
is minimum.
So if a company is short on resources, then the promotional tools that
come under BTL should be used as they offer high RO, which the
company needs.
Even when money is not a constraint, it's the financial logic that says
invest more in BTL.
Word of mouth has an infinite RO, since there is no expenditure, only
returns.
RO
word of mouth
= infinite
nc|yzinc Ihe effecIivene:: cf %L cnc
8%L ccIiviIie:
Observations:
The pyramids clearly show that BTL the most
effective mode of promotion (71%), more effective
than ATL + word of mouth.
nherent to its nature, reach of BTL is lesser than
ATL as well as word of mouth, because BTL is very
personalized which restricts large scale spawning of
the information but its impact on the consumers'
mind is huge which is evident in the effectiveness
peak.
Word of mouth is a boon to those who can use it
to their stride. t has big source of information i.e.
broad reach and has high effectiveness (47%). And
it's absolutely free.
0
50
100
150
200
%L 8%L Wc(c
cf
mcuIh
180
145
12
41
103
0
22.77
71.03
4.87
n
o
.

o
|

r
e
s
p
o
n
d
e
n
t
s
:cu(ce cf infc
mc:I c(ucic| fccIc(
effecIivene:: {in 7)
:t it's still early to give a final verdict on the effectiveness of any form or category of promotion
:ntil and :nless yo: test the significance of that statistical res:lt beca:se res:lts which hold
good for a sample may not hold good for the pop:lation.
ypcIhe:i: Ie:Iinc
H
0
: there is no significant difference between the
effectiveness of ATL and TL activities.
Applying the Z test We get:
Z
calculated
> Z
tabulated
H
0
is rejected.
Fe:ec(ch Ccnc|u:icn:
Null hypothesis should be rejected and
substituted with an alternative hypothesis which
says,
TL promotional activities are more effective than
ATL promotional activities.
FeccmmenccIicn: c( Succe:Iicn::
Since BTL is effective than ATL so HealthLine24X7 should
reconsider its marketing strategy with higher advertising
dollars going for BTL (preferably in the proportion of their
respective effectiveness).
HealthLine24X7 should take campaigns/ canopies in a big
way.
Setting up more and more of canopies at commercial places,
residential colonies, apartments will certainly show great
results.
For ATL campaign , metro hoardings should be
targeted(footfall 2000 per hour on an average,
Ncicc Sec-41 ec|Ih Ccmpcicn D(ive
EvenI Summc(y
FeccmmenccIicn: c( Succe:Iicn::
or the Health campaigns following are the necessary s:ggestions:
Number of speciaIists shouId be more in number so as not to
keep patients waiting.
The duration for the camp should be increased to 6 hours since it
was noticed that many patients returned even when there was
30min due in camp to get over.
A bIood-donation camp should be arranged along with health
camp so that people who do not want to come for the check-up
may also become a part of the campaign drive in another way.
!racticaI knowIedge of what we learned in classroom lectures.
Customer Interaction
Directly interaction with the customer on the ground level.
Area anagement
How to organize the daily task keeping in mind various
constraints like time, manpower and the target.
arket insight
First-hand insight into this sector
Cu( Lec(ninc':
Thank You