mustafa degerli - 2016 - ihr - your health records - strategic business and marketing plan -...

The iHRYour Health Records

MI 502 INTRODUCTION TO MEDICAL INFORMATICS

PROJECT PRESENTATION

Mustafa Değerli

Agenda• Motivations behind the iHR • Functions of the iHR • Characteristics of the iHR • General Information regarding the Market • Customer Analysis (6W) • SWOT Analysis • Marketing Mix • Financial Details • Monitoring and Control

Motivations behind the iHR• We are more and more attentive and

digital folks equipped with so many digital technology solutions.

• Regarding our own health records, we resolutely want to have, store, use, and utilize our own health records on our mobile devices (smartphones or tablets).

Motivations behind the iHR• The e-Pulse is not yet well established and

accepted by patients and/or doctors/hospitals. • Owing to so many privacy concerns, a remarkable

amount of people perhaps will not allow the e-Pulse to track, store and share their own medical records.

• Regarding the e-Pulse, there is an evident ongoing court on the subject of its appropriateness pertaining to the associated Turkish constitutional laws.

Motivations behind the iHR• A more manageable, extended, personal, and

confidently private means is needed for us/patients, to have, store, use, and utilize our/their own health records.

• That’s why, we are launching the “iHR.” • With the iHR, we are doing much more than

storing electronic health records on our mobiles. • We are launching a product / service for a

legitimately inclusive health management.

Functions of the iHRThe iHR will be a software-intensive service solution that allows

Patients

• to get and store their own electronic health records sent / pushed by doctors / hospitals visited,

• to browse and see their own electronic health records sent / pushed by doctors / hospitals previously visited,

• to transfer or share selected electronic health records to doctors / hospitals or with others,

Functions of the iHR• to see and visually analyze medical history (visits, examinations, and

treatments),

• to track future appointments (both ones set individually or ones sent / pushed by doctors / hospitals),

• to see and track doctor’s recipes sent / pushed by doctors / hospitals,

• to get in-advance reminders about appointments, recipes, and etc.,

• to report / send messages to doctors / hospitals previously visited, and

• to record and store critical data and information to be shared in emergency cases with doctors / hospitals.

Functions of the iHRDoctors / hospitals

• to send / push electronic health records to patients,

• to send / push electronic health records to other doctors or hospitals as long as approved by patients,

• to see whether sent / pushed electronic health records are successfully delivered to patients or not,

Functions of the iHR• to get, browse and see transferred or shared

electronic health records by patients or by other doctors / patients,

• to schedule and send / push future appointments to previously examined / treated patients,

• to see and/or reply reports or messages sent by patients,

• to access and see critical data and information related with the patients in emergency cases.

Characteristics of the iHR• The iHR will have two different versions, one for

patients [iHR for Patients] and the other for doctors / hospitals [iHR for Doctors / Hospitals].

• There will be a website hosted and actively maintained for the iHR promotion, the iHR download, and registrations.

• The iHR [iHR for Patients] will work as an application both on smart phones or tablets running the iOS 7 or later or Android 5 or later.

Characteristics of the iHR• The iHR [iHR for Doctors / Hospitals] will work on

computers running Microsoft Windows 7 or later located in hospitals.

• The iHR [iHR for Doctors / Hospitals] will be integrated to the output interfaces of most of the main medical devices to easily push / send outputs (electronic medical records) by doctors / hospitals.

• The iHR [iHR for Doctors / Hospitals] will be free of download from the Internet for doctors / hospitals registered to iHR’s web site.

Characteristics of the iHR• The iHR [iHR for Doctors / Hospitals] will provide all

required user and maintenance manuals for free to registered doctors / hospitals.

• The iHR [iHR for Patients] will cost USD 7.99 or TRY 24.99 for patients to download the application and register. This is charged annually.

• The iHR [iHR for Patients] will store all received data on the smartphone or tablet as encrypted.

• All data transfer related with the iHR will be done via Bluetooth or Internet with encryption.

General Information regarding the Market

• Number of mobile phone subscriptions in Turkey: 72,174,826 [June, 2015] (Turkish Statistical Institute)

• Number of Internet subscriptions in Turkey: 44,395,360 [June, 2015] (Turkish Statistical Institute)

• Computer usage in households and individuals in Turkey: 54.8% [2015] (Turkish Statistical Institute)

• Internet usage in households and individuals in Turkey: 55.9% [2015] (Turkish Statistical Institute)

• Households with access to the Internet in Turkey: 69.5% [2015] (Turkish Statistical Institute)


• Number of physicians in Turkey: 135,616 [2014] (Turkish Statistical Institute)

• Number of persons per physician in Turkey: 573 [2014] (Turkish Statistical Institute)

• Number of patient hospital visits per physician in Turkey: 4648 [2014] (Turkish Statistical Institute)

• Total number of visits to physicians in all healthcare facilities in Turkey: 643,992,030 [2014] (MoH, Republic of Turkey)

• Total number of visits to physicians in hospitals in Turkey: 396,577,644 [2014] (MoH, Republic of Turkey)


• Number of hospitals in Turkey: 1528 [2014] (MoH, Republic of Turkey)

• Number of public hospitals in Turkey: 866 [2014] (MoH, Republic of Turkey)

• Number of private hospitals in Turkey: 556 [2014] (MoH, Republic of Turkey)

• Number of university hospitals in Turkey: 69 [2014] (MoH, Republic of Turkey)

• Number of other hospitals in Turkey: 37 [2014] (MoH, Republic of Turkey)


• Number of MRI devices in Turkey: 757 [2014] (MoH, Republic of Turkey)

• Number of CT devices in Turkey: 1071 [2014] (MoH, Republic of Turkey)

• Number of ultrasound devices in Turkey: 5286 [2014] (MoH, Republic of Turkey)

• Number of Doppler ultrasonography devices in Turkey: 3151 [2014] (MoH, Republic of Turkey)

• Number of ECHO devices in Turkey: 1793 [2014] (MoH, Republic of Turkey)

• Number of mammography devices in Turkey: 903 [2014] (MoH, Republic of Turkey)


• Number of MRI devices in private hospitals in Turkey: 403 [2014] (MoH, Republic of Turkey)

• Number of CT devices in private hospitals in Turkey: 484 [2014] (MoH, Republic of Turkey)

• Number of ultrasound devices in private hospitals in Turkey: 1865 [2014] (MoH, Republic of Turkey)

• Number of Doppler ultrasonography devices in private hospitals in Turkey: 666 [2014] (MoH, Republic of Turkey)

• Number of ECHO devices in private hospitals in Turkey: 666 [2014] (MoH, Republic of Turkey)

• Number of mammography devices in private hospitals in Turkey: 517 [2014] (MoH, Republic of Turkey)


• Current health expenditure in Turkey: USD 72,456 M [2013] (MoH, Republic of Turkey)

• Health investment expenditure in Turkey:USD 4262 M [2013] (MoH, Republic of Turkey)

• Ratio of investment expenditure to current health expenditure in Turkey: 5.88% [2013] (MoH, Republic of Turkey)


• The market is quite huge in Turkey.

• As the iHR, we will act in a legitimately promising but fairly risky market.

Customer Analysis (6W)• Who • What • When • Where • Why • Why not

Customer Analysis (6W)Who

• People

• with mobile devices (smartphones or tablets) with internet,

• age between 18-55,

• want to manage their heath and health records, and

• •visits private hospitals.

• Additionally, our indirect customers are private hospitals. At the start, we will collaborate with top 13 private hospitals / hospital groups with respect to their budgets to promote the iHR.

Customer Analysis (6W)

What

• Covered in “Functions of the iHR” and “Characteristics of the iHR” slides.

Customer Analysis (6W)When

• For the period for four years, from January 2016 to January 2020.

• People (patients) will need or expect our product, the iHR, to use whenever they want to manage their heath and health records.

• Hospitals will need or expect our product, the iHR, to use on need bases.

• There is no specific date or time interval for people/hospitals to use our product.

Customer Analysis (6W)Where

• Our product’s web site, the iHR web site

• Google Play (Android Market) and iTunes (App Store)

• Web sites of private hospitals those we collaborate with

• Billboards and desks at private hospitals those we collaborate with

• SMSs (Short-Message Services) to patients

• National medical informatics or health congress / events

Customer Analysis (6W)Why

• The iHR will let patients manage their health and health records on their own with a firm confidence as they are controlling what is happening regarding their records.

• The iHR will let private hospitals provide a special service to their customers. Private hospitals may use this as how they differ from their competitors and make their customers/patients more privileged.

Customer Analysis (6W)Why not

• People may find the iHR quite expensive.

• Private hospitals may prefer to design and lunch their own dedicated apps for this context.

• Some people may feel it risky to store their private details (records) on their own devices, in cases of steal or lose.

SWOT Analysis

• Strengths

• Weaknesses

• Opportunities

• Threats

SWOT AnalysisStrengths

• The iHR is unique and only one in its kind regarding its functionalities and characteristics in Turkey.

• The iHR’s affordable cost for most of the patients visiting the private hospitals.

• The iHR’s collaborations with the major private hospitals.

SWOT AnalysisWeaknesses

• When compared to the government sponsored e-Pulse, the iHR is limited to serve at private hospitals only.

• The iHR uses local disc capacities of the devices and the files may cover fairly large amounts on the disks.

• As a start-up company, the iHR has to convince some major private hospitals to get their support.

SWOT Analysis

Opportunities

• People’s interests to have and manage their own health and health records.

• The Scientific and Technological Research Council of Turkey (TÜBİAK)’s funds which are available for such projects.

SWOT AnalysisThreats

• The iHR or its relatives may be banned by the government or related authorized bodies, claiming that they are not suitable for newly announced regulations or circular letters.

• Hospital groups may develop their own apps which may override the iHR.

• The e-Pulse may win all related court cases and finally it may dominate with the government’s power.

Marketing Mix

• Product

• Price

• Place

• Promotion

Marketing Mix

Product

• Our product is the “iHR.”

• The iHR’s functions and characteristics are covered in “Functions of the iHR” and “Characteristics of the iHR” slides.

Marketing MixPrice

• The iHR [iHR for Patients] will cost USD 7.99 or TRY 24.99 for patients to download the application and register. This is charged annually.

• The iHR [iHR for Doctors / Hospitals] will be free of download from the Internet for doctors / hospitals registered to iHR’s web site.

Marketing Mix

Place

• The iHR web site

• iTunes (App Store)

• Google Play (Android Market)

Marketing MixPromotion

• The iHR web site

• Web sites of private hospitals those the iHR collaborate with

• Billboards and desks at collaborated private hospitals

• SMSs (Short-Message Services) to patients

• National medical informatics or health congresses / events

Financial DetailsFinancial Details for 2016Total Costs USD 160,000 Salaries USD 60,000 Tools USD 50,000 Travels & Meetings USD 10,000 Promotion USD 40,000Total Income USD 159,800 Sales Revenues USD 159,800 Funds USD 0Net USD 200 (-)Cumulative Net USD 200 (-)

Financial DetailsFinancial Details for 2017Total Costs USD 120,000 Salaries USD 70,000 Tools USD 20,000 Travels & Meetings USD 5000 Promotion USD 25,000Total Income USD 233,770 Sales Revenues USD 183,770 Funds USD 50,000Net USD 113,770 (+)Cumulative Net USD 113,570 (+)

Financial Details

• As a result, at the end of 4-year (2016-2019) period, with the iHR we plan to make USD 437,940 profit.

• Regarding this, USD 150,000 comes from the funds and USD 287,940 comes the iHR’s profits.

Monitoring and Control• For the purpose of monitoring and control, we, as

the iHR, determined and defined four main performance indicators:

• Number of customers (patients)

• Sales revenue

• Number of collaborated hospitals

• Customer (patients) satisfaction ratio

Monitoring and Control• We will periodically evaluate and interpret

performance indicators by taking into account the target and threshold values determined for each performance indicator.

• If there are any major deviances, we will plan and implement corrective and/or preventive actions to manage deviations and to recover the performance regarding the targets.

Monitoring and ControlExplanations for the Fields in the Performance Indicators Definition Tables

ID of the Performance IndicatorIDs starting with the expression of “iHR-PI-” and continue with the sequential numbers from 01 to 07.

Name of the Performance Indicator Name of the performance indicator.

Rationale and Explanation of the Performance Indicator

Defines the rationale of the related performance indicator and gives additional explanations as needed.

Target Value for the Performance IndicatorDefines the target value for the performance indicator for the defined date/interval.

Collection and Evaluation Period for the Performance Indicator

Defines the periods for the data collection and evaluation regarding the performance indicator.

Threshold Value for the Performance IndicatorDefines the threshold value for initiating a corrective or preventive action regarding the performance indicator.

Evaluation Approach and Interpretation for the Performance Indicator

Defines how to evaluate and interpret the performance indicator.

Monitoring and Control

Monitoring and ControlSummary of Performance Indicators and Their Target Values for Each Year in

the Period from 2016 to 2019

2016’s Target

2017’s Target

2018’s Target

2019’s Target

Number of Customers (Patients) (#) 20,000 23,000 26,450 30,417

Sales Revenue (USD) USD 159,500

USD 183,425

USD 210,939

USD 242,580

Number of Collaborated Hospitals (#) 15 17 20 23

Customer (Patients) Satisfaction Ratio (%) %80 %84 %88.2 %92.61

The iHRYour Health Records

MI 502 INTRODUCTION TO MEDICAL INFORMATICS

PROJECT PRESENTATION

Mustafa Değerli

mustafa degerli - 2016 - ihr - your health records - strategic business and marketing plan -...

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