Challenge Marketing Case Study oe”PHILIPS pale Se SF Get ready to take the healthcare challenge Riddhima is the head of business, who wishes to reach out to every relevant customer across India. She wants to create a state of the art healthcare facility space which is patient-friendly and operationally productive. Philips Healthcare products and Solutions are integral to the strategy of achieving the vision. The key lies in leveraging strengths of each platform to the fullest and, at the same time, driving synergy between them She'll be your guide in this document and give you an insight into what you're headed for Riddhima: Hi! Let me begin with what Philips is all about. Royal Philips is a diversified technology company, focused on improving people's lives through meaningful innovation. At Philips, we provide equipment and services that starting with healthy living and prevention, diagnosi: journey as Health Continuum. ter to the entire sphere of health journey, treatment and care at home. We refer to this aad Peed oe nd coenwe Peta Philips globally operates through two business verticals, namely Personal Health and Health Systems. Health Systems, which is a 82B business, has hospitals and diagnostic centres as the primary customers. Below is a glimpse of our Health Systems portfolio: Cea’ Coad ees ort Deca)PHILIPS aa fe SF As part of Consulting and Services portfolio, Philips also provides service of hospital design and project management. You must have started wondering what Philips Hospital Design Solutions has in store to offer. | have the answer to that question too! The art of planning and designing a hospital is a complex affair. It requires capabilities beyond what modern medicine demands. The designer is required to understand various issues like patient stress, stressful work environment of the staff and thus, need to build a sustainable model keeping the quadruple aim in mind. = Philips Hospital Design Solutions engages in complete end-to-end solution for the hospital design from market assessment, preparing feasibility report and arranging for funds to desi and project management. n Our design consultants partner with Doctors, Architects, Engineers, Project Managers, Construction Managers, etc., to deliver the hospital design. Our consultants take a holistic approach to the healthcare experience, taking into account the clinical, operational and experiential aspects. Various tools and methodologies are used to develop designs that support clinical efficiency and help enhance the experience for patients, family and staff.PHILIPS x emene = ‘Our offerings in Solutions pan out as listed below: 1. Strategy: The first step in hospital planning is to freeze the project concept in terms of Identification ‘of market needs, planning for specializations that the facility should have, deriving the appropriate size of the project, determining the possibility of getting skilled manpower and finalization of the facility mix. This needs a proper strategy and market research in terms of household survey, quality of medical facility and doctors available, diseases prevalent in the catchment area, etc. Philips offers, a complete project feasibility study along with the patient journey mapping in the hospital, on the basis of specializations that the hospital will be offering. The strategic plan focuses on the total ‘operational future of the facility, including the service area market financial future, proposed medical specialties and bed strength 2. Design: This involves developing the design and hospital layout in terms of location of departments, ICU, ideal diagnostic setup, etc. All of this is designed with a strategy in mind. We leverage 3D BIM modelling to ensure easy visualization and to avoid any conflicts in the MEP designPHILIPS pas A SF 3. Implement: Once the design is complete, we also help clients in the delivery of the project. @ stam where we work along with the client team as i Project Management Consultants. For this oy phase, the project management team ensures Sy that the project is completed within time, with desired quality and within budget. nuance em ”"* Strategize Sct) Ca Ome cul EMM Acne ee eaa akon Nate an aera teats uke end Quality Audits See Coe cue el) OCR nc Sol aCe ase aerial) BIC) eeu emer PRrMucuelie) Clinical Configuration rea Leda NoI Es) eee Gece ay etic) Delran) Seed a EyCompetition in Health Systems business is tough and below is a brief knowledge of our competitors. @ Medical Device Companies: Our biggest Competitors in medical equipment are other medical equipment companies - Company A & Company B @ © Strategic Advisory firms: Company C and Company D that engage in Hospital Consultancy right from planning the hospital to the point just before the design of the hospital. © Design Firms: Company E that engages in designing the hospital from layout, schematic drawings, etc. @ Project Management: Company F that engages in project management when the hospital is being constructed The real competitions for Hospital Design Solution business, comes from small companies like Company C, D, E and F. Without wasting more time, let me now talk about the challenge, the case I'm stuck in. Here is a snippet of my discussion with a consultant about the challenges I'm facing: Riddhima: “| have a limited sales force, only 2 Business Development managers for Solutions.” Consultant: “It must be very difficult to reach every customer across India and generate leads!” Consultant: “How about leveraging the dedicated salesforce available for Health Systems, Medical Devices business?” Riddhima: “They tend to meet the customer at a later stage. The Hospital building process is nearing completion. It is already very late, Moreover there is very limited visibility in Tier 2 cities” Consultant: “| can totally understand.” Riddhima: “To add to this, as of now, in India, hospital building process starts from architecture/construction. That is the customers usually come to us with a map of the piece of land and desire to start a healthcare facility wherein they already have an architect on board. They have the design of the facility already made. Architects and designers are eager to put pencil to paper and are impatient.” Consultant: “| know. It will be very difficult to extricate the project from this mess if your customer has already made partial drawing. It will result in a compromised design”.fare C=Yarex=) Can you help me solve it? Goal is to increase awareness amongst current and prospective hospital owners in India about Philips’s approach of Strategy led Design for hospitals. Philips should be in the top of their consideration list in their initial stages of hospital building journey. A team of young marketing managers (you) have been given the task of creating a Proposal on how to achieve this goal. But wait! Before you begin, | have listed a few things you must cover in your proposal. The proposal needs a one-page summary. You can refer to the below guiding questions to frame your marketing strategy: 1, Which kind of customers will use this offering? 2. Who are the main stakeholders? 3. What are the Customers struggling with currently while getting a hospital constructed? 4, What would be the key customer insight that can help craft a Value Proposition? Hence, what would be the proposition? 5. The promotion strategy, keeping in mind the B2B construct of the offering. Make sure that your proposal takes the following into account. @ Business model: Your plan should cater to alll the stakeholders involved in a 82B Healthcare space @ Market: You can consider India as your specific market to build your strategy with ‘a major focus on Metro, Tier 1 and Tier 2 cities. @ Budget: A budget of 1 Cr has been earmarked for marketing initiatives but you should still be realistic regarding long-term profitability. @ Team Size: 3 Members Here are a few last things to ponder over! 1, What is B28 Marketing? 2, Whatis included in Healthcare Marketing? 3. Whatis the Customer's Decision-Making Journey? All the best!