metropolis healthcare ltd
TRANSCRIPT
IMC Presentation on Metropolis Healthcare Ltd.
Submitted by •VIKAS SAINI•PIYUSH CHANDAK•VAIBHAO TADURWAR•VIGAN REDDY•SHIVANI KARWAL•VARUN MALHOTRA CEO & MD METROPOLIS LTD
Young Entrepreneur of the year
Ms Ameera Shah
COMPANY BACKGROUNDFounded as Dr. Sushil Shah’s Lab in 1981.Only multinational chain of diagnostic centers
across India and abroad.More than 10,000 laboratories, 50,000 doctors
across 125 cities in India, 350 collection points and processing more than 12 million tests annually.
multinational chain of 65 diagnostic centers with 550 collection centers across south Asia, Middle East and Africa
About 2500 employees
SERVICES OFFEREDPathology Testing ServicesImaging & Nuclear MedicinePreventive HealthcareClinical TrialsPublic Private Partnership Site Management OrganizationHospital Laboratory ManagementHome Health Services
SWOT ANALYSIS
IMC OBJECTIVES AND TARGET AUDIENCE
ObjectiveTo get more new customers to visit the
Metropolis Healthcare. To achieve excellence in diagnostic across
emerging markets.Creating and building healthy customer
relationship.
Target AudienceMale and female of all age group.
SURVEY CONDUCTEDSAMPLING DISTRIBUTION
The sample included IBS Hyderabad students and people in Metros city. A special thanks to Ernst & Young employees across all these cities to make this survey possible.
IBS students in survey.
RESULTS
CRITERIA FOR SELECTING PATH LAB
DECISION TO VISIT PATH LAB
AWARENESS LEVEL
PROMOTIONAL MEDIUM
PROPOSED IMC
ADVERTISEMENTS
Television marketing: Metropolis Healthcare will have advertisements running on family channels especially @ 8pm to 11pm when all family members sit together and watch T.V
Radio: we have created a radio ad to reach to
our audience.
InternetWe are proposing to launch a new website
www.metropoliscare4u.com.This website is an online portal where a customer can
connect to a doctor 24*7.
MagazinesPlacing our advertisements in various health related magazines and journals so as to aware the target audience about our specialty and new offerings.
NewspapersNewspaper twice a week for three months to increase awareness about the company and its new offerings among audience and build better relationship.
PUBLIC RELATIONSProduct publicity: unique offering
Public affairs
Health Camp
Buzz marketingSocial networking group
SALES PROMOTIONCoupons:
Price packs: multi test discounted price offer
e.g. 4 tests in price of 3 tests
Advertising specialty/promotional products:
DIRECT MARKETINGTie – ups
Mutual Tie-upsProfit-Sharing Tie ups
Catalogues Direct Mail Marketing
Promotional CDs/DVDs Mobile Marketing
Personal Selling
Sales Presentations
Web Conferencing
BUDGET ALLOCATION