Asclepius Consulting: T Group 8 he Sales Force Dilemma

SIZE
GROWTH

PLAYERS
Market size is estimated
to reach 9.8 billion by
2015
Expected sales growth
rate of 22%
Healthcare industry
growing at more than
14% in 2012
Health Care spending
increased by 15% year on
year
No strong
competition,
small players with
How will you segment the HMIS market?
SIZE
The size of hospital can be
decided based upon the no. of
beds:
1. 30-100 Beds
2. 100 -300 Beds
3. 300+ Beds

TYPE
Hospitals can be divided into various types based upon the
various services provided as follows:
1. Single Speciality
2. Multi Speciality
3. Nursing Homes
4. Charity Hospitals
5. Corporate Chains
6. Day Care Centres
Which segments do you recommend?
Single Charity Nursing Day Care Multi Corporate
speciality Hospital Home centre Speciality Chain
30-100 SS1 CH1 NH1 DC1 MS1 CC1
100-300 SS2 CH2 NH2 DC2 MS2 CC2
300+ SS3 CH3 NH3 DC3 MS3 CC3
How many salespeople or resellers would Asclepius need to
have to a) break even and b) to effectively cover the market

In-House Sales Reps Resellers

Total Sales Per Unit 4000000 1000000
Variable costs per unit 908000 160000
Total Fixed Cost 8500000 8500000
Break Even Point 3 11
Sales Target 5000000 5000000
To Cover Market 13 50
Total Variable Cost For 11804000 8000000
effective selling