SITUATION ANALYSIS

● 70% population presence in rural area and deprived of quality healthcare

● Traditional practices in medical industry hindering growth
● Non-compliant medical system hindering quality healthcare in remote areas

PESTEL ANALYSIS

● P- Political focus growing in the healthcare sector

● E- Reformation of policies
● S- Online and social media coverage on the rise
● T- Tech. implication emphasized more with the vision of Digital Bangladesh
● E- Software to play potential role in reducing footprints through modernized access to
healthcare
● L- Fabrication/Fraud concerns in healthcare system needs to be addressed

STAKEHOLDERS:

Government, Patients, Doctors, A2I Digital centers, Hospitals and Health Department

PROBLEM IDENTIFICATION

Patients centric

● Few number of doctors: 6,579 patients for 1 government physician and 1,847 patients
for 1 certified physician in general in Bangladesh
● Unavailability of personal medical history
● Irregularity in check-ups

Doctor’s centric

● High number of patients to deal

● Unorganized, insufficient information regarding patients

Government centric

● Digital Divide with Insufficient policy framework

● Lack of IT inclusion and infrastructure
 ● Non-organized centralized healthcare database management
● Poor healthcare crisis management

CHALLENGES: Security, Compliance in infrastructure development, DBM, Resistance to

change, Usability and User-Acceptance

 Healthcare sector mainly falls below par in transformation significantly due to

skill and management gap

CORE ISSUE

Seeing such alarming problems at hand, the core problem has been identified as:

“Information, technological and regulatory gaps in the healthcare industry hindering the
development of an effective healthcare management system”

OPPORTUNITIES

● Governments’ interest in digital inclusion

● Public health department in need of technological support
● Government needs SAAS
● Centralized system for monitor and control of multiple healthcare facets and crisis
management

So, a convenient and comprehensive platform is the strategic solution.

THE SOLUTION

Platform as a Service: ‘‘AMAR DOCTOR’’

BIG IDEA: “A data backed healthcare management system”

The Features:
Get credible information about important health topics like pregnancy, nutrition,
skincare, and so on. Users will be able to ask questions about physical and mental health
concerns and get answers from certified doctors and mental health specialists

Alternatives:

● 2 way access enabled software

● Health Card, Voter ID/Smart card enabled information recording system

About “Amar Doctor”: Product Development

Amar Doctor will be a data backed healthcare ecosystem. It will serve as a platform for
medical information storage, analysis and dissemination as per need and
demand.Infrastructure will focus on two ends; the patients and the affiliated public-private
medical service providers with one common element that is the NID or smart card.

The patient end:

1. Patients will avail an app for the ecosystem. Through this they’ll update their medical
information, reports, history of treatments etc. on to their own personal profile
2. The personal profile will be up and consolidated after the patient has identified it with
his/her NID number and verified it by an OTP sent to him/her upon profile creation.
3. The UI and backend structure of the app will have image recognition capability so
that the patients can store their medical reports and documents and easily have them
in a digitized manner
4. The patients will have the option to link ones profile to the profiles of their family
members

The medical service provider end:

1. The ecosystem based app will have affiliations with doctors, hospitals, diagnostic
centers, well renowned clinics and pharmaceutical suppliers
 2. The medical service provider such as the doctor upon or before seeing a patient will
input their patient’s NID and have access through the patient's end via one time
password.
3. This shall enable the doctor to look into the medical records of the patient and help
gain an insight that’ll aid in the medical consultation they provide to patients
4. The MSP’s will only have access to the patient’s records during time of consultation
as permitted by the user and they can be logged out after sessions end by the user end
5. Diagnostic centers will use the ecosystem to provide real-time information of the
reports of patients and these will be directly attached to the patient’s profile

Business Model Factors:

Key partners: Public health service office Public hospitals Private hospitals Registered
medical services providers (doctors, nurses etc)

Key activities: Medical data digitization Storage and sorting of data Analysis and
personalized prescription service Instant patient history acess

Value proposition: Healthcare ecosystem service Personalized medical aid Digitized

documentation

Revenue stream - Government affiliation fund - Private hospital affiliation fund - Customer
onboarding subscription fee - Medical service provider subscription few

How will the ecosystem function? : The supply chain

The supply chain is divided into three parties-

Amar Doctor - Providers of the Server as well as the ones who keep the data

Hospitals- Affiliated parties using the system for promptness, record keeping and providing
real time information

Patients- App users who use the system for their own betterment and record keeping as well
as getting real time information

The system works in 3 easy steps:

Extract-Analyse-Provide

1. Extraction of patient information and digitized back up of the information (using app)
2. Analysis of data to develop medical trend analysis (using AI & ML to analyse
Database)
3. Providing personalized feedback based on the information available (interface
software for access)

There will also be dedicated emergency health portal affiliation and support through a2i
scheme of government.

THE TARGET MARKET & MARKETING STRATEGY

Target Market:

● Socio-economic class: Urban, Sub-urban and Rural (Class A & B)

● Technological exposure: Low to High
● Psychographic trait: Require easy access to Medical information and records, Have
smartphone or at least NID/Smartcard
● In the hospitals and doctors end where they can access our interface for a more
streamlined process. Government first & then Private Centers.

Geographical Location: Initially in Dhaka, Chattogram and Sylhet

Foundation based on 3 segments:

1. Urban
2. B2B
3. Rural

Urban Segment:

Will focus on ATL platforms (TVC, RDC, Digital platforms) to engage the patients of urban
regions. Workshops and training in school, college, office, hospital, pharmacists in specific
region of the city

The activities will focus on:

 1. Showing “Amar Doctor” as a one stop platform for all their medical needs,
documentation, history and reports
2. Showcase ease of access and storage of medical information
3. Focus on medical service benefits users will get and how it provides benefits.
4. Showcase smooth on-boarding process & security

B2B Segment:

Will focus on affiliation of the platform with private hospitals and medical service providers
through following activities:

1. Giving access to existing database and usage as per need

2. Standard subscription fee for affiliation to use backend data of patient
3. The ecosystem’s existing patient pool’s data will be inaccessible to the affiliations in
normal cases but may be accessible if the patient seeks medical service in usual terms
or during casualties and emergencies

Rural segment:

A necessity in rural areas. Smartphone and internet penetration is low there. So, the following
will occur:

1. BTL activation at grassroots level through partnership with Public Medical Colleges
health advocating NGOs and A2i backed digital centers.
2. Activations will revolve around a bootcamp that will facilitate entry of medical
information on the locality and have them incorporated in our digital platform.
3. In cases where rural segment members have no NID, they will be provided a unique
alphanumeric code against their profiles alongside a card to substantiate their
presence in the ecosystem.

Also, A2i backed digital centers will be collaborated with Amar Doctor’s rural on-
boarding process and providing unique id to users.

IMPACT:

● ·Changing perception of Healthcare system and the industry (Social)

● ·Digitalizing the Healthcare Service (Technological)
 ● ·Ensuring equal and better healthcare for all (Social)
● · Alignment with Sustainable Development Goals (SDGs) 3 ,9 and 10 (Socio-
economic, Technological))---make it more clear

TIMELINE:

FINANCIALS:
Revenue Sources: From subscription and usage based fees from user end, Partnerships
(From affiliated institutions)

Hypothetical service reach:

Hypothetical equation to show the impact of each day healthcare: Assumed that around
150,000 village medics/practitioners are there and they see an average of 12 patients per
day and that means 12*150,000= no of people seeking treatment in the rural area.

**The numbers are multiple fold in the urban landscape.

Future scope: There is room for tremendous growth through incorporation of concepts such
as Big data, to help governing bodies make better, more effective, data driven decisions for
their respective communities

THE END