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INTRODUCTION

The Company is basically a chain of physiotherapy clinic and wellness organization with
its 3 clinics located at Nagpur.

The company hires a Business Developer to create brand awareness of the company as
being a startup and uses various marketing techniques and strategies for lead generation in
YourPhysio. This helps in increasing the revenue of the company.

YourPhysio is leading chain of physiotherapy clinics with its 3 clinic located across
Nagpur. It was founded by Mr. Ashutosh Mundhada and Dr. Sheetal Mundhada who is the
chief physio at YourPhysio with 30+ years of experience in physiotherapy.

YourPhysio uptill now has treated 12000+ patients. 240+ Physio related condition are
treated. 30+ physios and staff are employed at YourPhysio.

1.1 Scope of physiotherapy in India

The physiotherapy is one of the ancient sciences of curing the people by doing some
physical practices. In India, A physiotherapist uses the “Doctor” as a suffix with prefix
‘P.T’.

The students who are interested in curing the people and helping physically disabled
people, then this is the right career for such students. And no doubt, you will be a doctor.

Physiotherapy is an independent health profession which is mainly directed towards the

prevention or alleviation of movement dysfunction in people.

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1.2 YourPhysio’s Objective:

The main objective and mission of YourPhysio is to deliver 10x better patient experience
in physiotherapy care delivery and to make aware about the problems that can happen
after the age of 60 years.

1.3 Founder of YourPhysio:

YourPhysio is leading chain of physiotherapy with it’s 3 centres located across nagpur
city. It was founded in 2017 by Mr. Ashutosh Mundhada and Dr. Sheetal Mundhada.
Mr. Ashutosh has completed his Bachelors in Engineering from BITS PILANI in
Electronics and Instrumentation stream.He manages all the marketing related stuffs
while Dr. Sheetal Mundhada is the Chief physio at YourPhysio with 30+ years of
experience in her field. She looks after her patients and has a team of 30+ physio’s and
staffs.

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 2. ​MARKETING STRATEGY

Very often the success or failure of a company is a direct result of an effective or not so
effective marketing marketing strategies. Therefore, choosing a marketing strategy that
fits the company product is of vital importance.

Fig 2.1:How marketing strategies work

2.1 DECIDING ON YOUR AUDIENCE

The first step toward developing an appropriate marketing strategy is to know your
audience. Are they 40+ year old Patients ? Do they require physiotherapy? Where do
they live? Do they live near our clinic areas?

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2.2 CREATING A BUSINESS MODEL

In this model we decide of the business plans and packages that will be offered to patients
and how will it be beneficial for the patients. Packages are planned for the patients where
discounts offer are given to the patients.

2.3 Marketing strategy

The marketing strategy is decided by how you are going to launch the campaign in the
market and how will you serve the demands of the patients in the camp. The package that
is to be given to the patients in the camp is decided. The advertisement is done by
pamphlets distribution, online social media platforms like whatsapp messages and
instagram posts.

2.4 Repeat and Adjustments

This term is analysis of the strategy and the output of result occurred from the strategy
discussed. The necessary adjustments are made and again the strategy is implemented for
the next project again you learn and again you change unless and until the perfection is
not achieved.Once the perfection in the project is implemented then the strategy is
finalized and the work on that project is carried out in that fashion.

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 3. ROLE OF BUSINESS DEVELOPER

Business Developer Identifies and helps to develop strategic relationships with partners
or potential customers. Assists in the development of a strong pipeline of new business
opportunities through direct or indirect customer contact and prospecting.

3.1 ​The various software tools used:

• ​ClickUp : We used ClickUp for assigning task and maintaining records.

• ​Slack : We used Slack for internal communication and new learnings.

3.2 ​Experience Gained:

• ​Counselling a Patient.

• ​Making a pitch at corporates.

• ​Convincing HR of Corporates for camps.

• ​Hands on experience on Sales Process.

• ​Hands on experience on Digital Marketing.

• ​Proper management of leads generated through awareness camps.

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3.3 Sales Process:

• ​Prospect Banks - Collection of data.

• ​Call Openings - Cold calling to corporates.

• ​Pitching of Sales Calls.

• ​Need Analysis Chart.

• ​Most common objection raised

• ​Call closing.

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 4. DIGITAL MARKETING

Digital marketing is the marketing of products or services using digital technologies,

mainly on the Internet, but also including mobile phones, display advertising, and any
other digital medium.

The problem definition is mapping of right patient to clinic digitally using various
problems through lead generation.

Fig 4.1: Digital Marketing

​4.1 Platforms Used

The following are the platforms which we used for the digital marketing

​4.1.1. Wix
Wix.com Ltd. is an Israeli cloud-based web development platform that was first
developed and popularised by the Israeli company also called Wix. It allows users to
create HTML5 websites and mobile sites through the use of online drag and drop tools.

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 Fig 4.2: Wix

4.1.2. Google Adwords

Google Ads is an online advertising platform developed by Google, where advertisers

pay to display brief advertisements, service offerings, product listings, video content and
generate mobile application installs within the Google ad network to web users.

Fig 4.3:Google Ads

4.2 Design Phase Details

There are 3 design phases in google ads which are as follows

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Phase 1:

Figure the journey of the customer and understand how the patient thinks and feel.

Phase 2:

Create Google Ads, Website, and Landing Pages and analyse the outcomes

Phase 3:

Implementation and Optimisation of the outcomes observed

4.3 Working Methodology:

The working methodologies are as follows

4.3.1 Google Ad words

i. Create Campaigns.
ii. Create Ad Groups for different Conditions of Physiotherapy.
iii. Create Ads
-> Headlines
-> Description

4.3.2 Wix

i. Create domain of the Company.

ii. Design The Website according to the need.
iii. Install the required software.(e.g. SEO, Search bar etc.)
iv. Publish It live.

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 Fig 4.4: Created Google Ads at YourPhysio

Fig 4.5 : Digital journey of patient at yourphysio

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 5. ​Acknowledgements

Trainer- Ashutosh Mundhada (Founder at YourPhysio)

Physiotherapist – Sheetal Mundhada (Chief Physio at YourPhysio)

Manager – (Digital Marketing Manager at Yourphysio)

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