BAJAJ FINSERV

HEALTH APP
Problem 1: Chalk out detailed process for Go to Market
and Sales strategy

Presented by: Komal Bindra

 IMPACT
I chose this problem statement because:
As I must find the Go to Market strategy of the application and I have an interest in marketing
therefore, I thought I could utilize my skills to the best of my advantage in this problem.
By choosing this problem statement I could add value to all the aspects of the company including
marketing and sales.

Likeability 1:
I have identified various revenue streams for the expansion as well as profit growth keeping in
mind both sides of the demand i.e., patients and doctors.

Likeability 2:
Organic marketing is used because for organic growth social media is the best channel due to its
vast reach and the snowballing effect it creates in reaching to the audience.

Likeability 3:
The referral system is more of a targeted organic growth because the people that we need i.e.,
doctors and patients are interacting with each other which is helping us in bringing new
customers which is more targeted to our purpose.
 INNOVATION

The solution is good because:

Multiple streams of revenue, targeting
multiple customer segments, a
suitable pricing strategy for a new
entrant and the sales and marketing
channels that we have used are
suitable for the rapid growth of an
online healthcare app.
 BUSINESS MODEL
Go-to Market Strategy: Pricing Strategy:

 Enroll as many doctors and patients as possible and provide
them with efficient and effortless system to find connect with
each other with a number of additional quality services such
as back-office support for the doctors and lab report and
medicine delivery for the patients.
 Free for patients.
 Subscription based service with direct
benefits for patients which are chargeable.
 For doctors it will be chargeable at a price of 899 Rupees/ Month
(penetration pricing).
 Ad based revenue from doctors and hospitals.

Channels through which we can gather organic customers:

 Social media platform
FINANCIALS:  Referrals (e.g., Word of mouth)
AD BASED REVENUE:  
 Advertisement in local newspapers
number of doctors registered 9000
Sales channel:
doctors who avail ad-based service (assume 1/3rd) 3000
 Any region we want to expand identify where the number of
commsission from doctors (per month) 899 smartphone users and the doctors are the highest. Target those
monthly 2697000 areas, collaborate with medical representatives to promote your
yearly 32364000 product to the target audience.