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A new market for Telehealth

Marketing plan 2010

TRAN Danielle

WIENDL Benedikt

PILLA Jessica TeleHealthCare Solutions

• Costumer: over 2.5 million people

• Base: Whitley (UK)

• Operation area: 30 countries (Map)

• Employees: over 1000 people

• Business Objective: Providing people with long term health issues with solutions to control their health condition

Company’s profile

world’s leading provider of telehealthcare solutions

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PEST ANALYSIS

PoliticalNext General Election: May 2010 both parties in the UK support telehealthcare

Less use of transport; more support over the phone fits the Carbon reduction strategy

Economical-Recession can lead to find new ways to save money like telehealth

-Innovation fund £220m over 5 years is supplying telehealth

Social (Main Environment)-9.7m people are 65+, by 2025 13m

-18.5m people have a long term limiting

-24% of adults over 16 were classed as obese

-People with Diabetes 1996 1.4 m; 2009: 2.5 m. By 2025 estimated 4m

Technological-UK population has a growing acceptance to technology

-Growing use of iPhone & blackberry for health

Analysis of the current situation in the UK (PEST Model)

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Market AnalysisPorter’s five Forces Model Grade 1-10 Weight 0.1 - 1.0 Result out of 10

Barriers of entry and exit: low 2 0.1 0.2

Substitutes: others product &Relation doctor-patient

6 0.4 2.4

Bargaining power of customers 7 0.2 1.4

Bargaining power suppliers 2 0.3 0.6

Level of market competitiveness = 1.0 4.6

International Business Trends: - Economical Crisis leads to cost reductions- Tunstall saves health care costs in substituting personal with its product

CSF Matrix Weight Tunstall Our Result Docobo Their Result

Critical Success Factors: safety & quality

1 – 10 Grade 1 - 10 Grade 1 - 10

Product Quality: high 8 8 64 7 56

Service Quality: good 8 8 64 7 56

Value for money 3 6 18 5 15

Design 2 6 12 1 12

158 139

Competitors Analysis

Direct Competitors - Docobo - Honeywell- Bosch

Indirect Competitors - Broomwell- Intel- TeleCare

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Market segmentation

• Segmentation by Needs

Decision makers within the health care sector

• National Health Service

• SHA Strategic Health Authorities

• PASA Purchasing And Supply Agency (executive agency of the Department of Health)

• Office of Government Commerce (OGC)

• Procurement groups

• Social Services/ care authorities

• Local Authorities- nurses, GP’s (General Practitioners)

• PCT trust (Primary Care Trust)

• Community Matrons

• Commissioning board members

Associations (for elder people, for diabetes...)

Individuals

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Promotion- Direct marketing- Exhibitions- Conferences attendances- Publicity- Case studies / evidence- Brochures / leaflet- Telehealthcare Time ( Tunstall’s Magazine)

Price- Weekly package price: £3 to £6

Place

- Agents

- wholesalers

- direct

- central buying

- buying group

- internet purchasing

- mail order

Marketing Mix

ProductHelps people living with a long term condition Controls their vital signs at homeIncreases the quality of life for patients with: - diabetes- COPD (Chronic Obstructive Pulmonary Disease) - CHF (Congestive Heart Failure)Functions: - taking their own blood pressure- temperature- pulse rate advantages : - avoiding doctors and hospital visits- reducing of healthcare costs

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SWOT AnalysisStrengths:

-Successful outcomes and evaluations

-Fully trained workforce

-50 years heritage with a strong brand in telecare market: USP ( Unique Selling Proposition)

Weaknesses:-Resistance to change and innovation

-Difficulties with mainstreaming & sustainability of projects and pilotsFocus & knowledge of health sector

-Small scale telehealth projects

Opportunities:-Innovation fund

-Focus on outcomes, self care & management of Long Term Condition

-Personalised services: ESP (Emotional Selling Proposition)

-Innovation during difficult economic times

Threats:-Swine flu

-Recession

-No additional funding

-Perception that technology cause social isolation

-Lower awareness in health sector6

High Quality

Low Quality

Low Price High Price

• Docobo

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• Broomwell

• Honeywell• Bosch

Positioning map

Sources of Information:Interview of Melanie Godley – 06/ 11/ 09(Telehealth Manager at Tunstall Marketing Department)www.tunstall.co.uk www.marketingplannow.com

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Target: Implementing Telehealth into the French market- Already big success with Telecare - High potential market- Close geographical situation to the UK

Objectives: To implant our product into France- Become a well known reference in the health sector- Increasing the awareness level of the product- Make a profit with our product

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ANSOFF - Model

We have decided to choose New Market Development Strategy.

Market segmentation

• DGS (Direction générale de la santé)

• DHOS (Direction des Hopitaux et de l’Organisation des Soins)

• “Conseil régional”

• “Communautés d’agglomérations” (group of municipalities)

• Municipalities

• Doctors

• Hospitals

• Pharmacy

• Associations

• Individuals

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Marketing mix

• Product

We don’t change the product

• Place

-Agents

-Internet purchasing

- Pharmacy

- Doctors

-Hospitals

• Promotion-Exhibitions-Conferences attendances-Publicity in specialized health magazines-Presentations of telehealth in associations- Case studies/evidences- brochures

• Price monthly package price: 20€ to 25€

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Marketing Objectives as a result of the SWOT:TOWS

STRENGHTS WEAKNESSES

OPPORTUNITIES SO: A key aim is to promote telehealth through telecare channels and build on supplying integrated care pathways.

WO: Use the small scale telehealth projects to show it is a specialised and customerizedservice

THREATS ST: Swine flu can lead us to innovate and create new solutions for this type of diseases

TW: Swine Flu has the potential to jeopardise any events organised and delay projects so purchase doesn’t occur until the end of the issue.

Position: To reduce the perceptual gaps, we have to invest in communication marketing. We hope to become better than Docobo in terms of pricing. Due to having the best result for our brand towards the consumers. 11

Sale Forecast of Product for 2010 in France

Starting from 2009 we expect to sell 21000 product on a 2 year period .

We expect to improve profit which representing 3%.

Pessimistic Forecast:

North of France: 20 000

South of France: 18 000

Realistic Forecast:

North of France: 22 000

South of France: 20 000

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Yearly Action Plan & Marketing budget

Possibilities of co-positioning:• Non profit organisations fighting against diseases and maladies

• Co operations with doctors medicines hospitals and pharmacies

• High technology companies like Samsung who could implement our commodity in their product

• Collaborating with health insurance companies and creating package deals.

Maintaining our current market position• Sponsoring charity organisations like Telethon (France)

• Supporting events fighting against diseases

• Promoting the World Diabetes Day on November 14

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New pricing strategy starting in 20111 year 25 € per month2 year 20 € per month3 – 10 year 15 € per monthCreating a new package deal1 Doctor visit + the Telehealth equipment 99 € per month

Advertising and Promotion• Direct Marketing: sending brochures to French house holds with people who are older

than 70• Participate at Medical Congresses and Fairs • Publishing adverts in health magazines and websites • Issuing a mailing to doctors medicines professors of the health care sector • Indirect Marketing: Recruiting 4 Promoting Agents for 4 regions

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Enhancing Service Marketing principles

Company standards to enhance the quality, acceptance and the brand awareness of our product in France

• Communicate always clearly and friendly with the costumer

• Don’t be intrusive to the client

• Always respect the costumer’s private life

• 24h repairing service

• Guaranteed delivery in 48h

• 24h Free Service Number

• Keep the medical data of the patient confidential

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GANTT SCHEME

What Who When Details

Mailing Campaign(Brochures)

Marketing Communication Manager

Until 1th of February 2010

Brochures for all the French Households with people over 70

Mailing Campaign(email)

Marketing Communication Manager

3 weeks in advance of the Congress of the 15th April

Target Group: Health professionals

Recruitment of 4 Sales and Promotion Agents

Human Resources Department

Until the 1th of June 2010

2 for the North of France 2 for the South of France

Publishing adverts in health magazines and websites

Marketing Communication Manager

Until the 1th of October 2010

Le magazine de la santé www.sante-magazine.com

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Marketing yearly Budget

Yearly Budget: 1250 000 €

Assumption: approx. 40 % = 500 000 €

Ressources Amount Dispenser Expenses Amount

TunstallPartnersBNP PARIBAS Bank (Short Term loan)

400 000 €50 000 €50 000 €

Tunstall SalariesAdvertisementTrade FairsResearchUnexpected expenses

300 000 €50 000 €50 000 €50 000 €50 000 €

Total 500 000 € Total 500 000 €

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Control Bodies (who)

Control Tools (How) Succeeding Criteria's (what)

Management Accounting (Controlling)

Auditing Tools; Controlling Tools

Reasonable use of the budget

Independent Survey Agency

Surveys to determine the perception of Tunstall in the population

Level of the brand awareness in the population

Customer Service Counting the amounts of warranties and complains.

Level of complainsQuality of after sales service

General Management

Comparison of the amount of sales with the forecast outcomes

Efficiency of our sales team

Mailing of Brochures Congres/Forum

Publishing advertsMailing of emails

Journée Mondial des Diabetic (World

Diabetics Day) / BPCORecrutement of 4 Agents

Launching of Telehealth

Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec.

Milestones 2010 (when)

Control Procedures and Criteria of Success

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