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

INSTITUTE OF INFORMATICS

DEPARTMENT OF MEDICAL INFORMATICS

MI 502

INTRODUCTION TO MEDICAL INFORMATICS

Mustafa Değerli

2016

Mustafa Değerli – iHR – Report / MI 502 Page 1 of 25

Table of Contents

1. Motivations behind the iHR ...................................................................................... 2

2. Functions of the iHR ................................................................................................. 3

3. Characteristics of the iHR ......................................................................................... 5

4. General Information regarding the Market ................................................................ 7

5. Customer Analysis (6W) .......................................................................................... 10

5.1. Who .................................................................................................................. 10

5.2. What ................................................................................................................. 11

5.3. When ................................................................................................................ 11

5.4. Where ............................................................................................................... 11

5.5. Why .................................................................................................................. 12

5.6. Why Not ............................................................................................................ 12

6. Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis ...................... 13

6.1. Strengths .......................................................................................................... 13

6.2. Weaknesses ...................................................................................................... 13

6.3. Opportunities.................................................................................................... 13

6.4. Threats ............................................................................................................. 14

7. Marketing Mix ........................................................................................................ 15

7.1. Product ............................................................................................................. 15

7.2. Price ................................................................................................................. 15

7.3. Place ................................................................................................................. 15

7.4. Promotion ......................................................................................................... 16

8. Financial Details ..................................................................................................... 17

9. Monitoring and Control .......................................................................................... 19


1. Motivations behind the iHR

As 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).

In Turkey, we do have a devoted government issued system, called the e-

Pulse (e-Nabız), to see and manage our own health records to a very certain

extent. Nonetheless, the e-Pulse is not yet well established and accepted

by patients and/or doctors/hospitals. In actual fact, 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.

Furthermore, regarding the e-Pulse, there is an evident ongoing court on

the subject of its appropriateness pertaining to the associated Turkish

constitutional laws.

Therefore, 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 “ .” In

fact, with the , 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.

will be a software-intensive service solution whose functions and

characteristics are elaborated and explained in the following sections. This

report can be treated as a strategic business and marketing plan which

gives details for the iHR on the subjects of the market, customer

environment analysis, SWOT analysis, marketing mix, financial details, and

monitoring & control.


2. Functions of the iHR

The iHR will be a software-intensive service solution that allows

Patients

o to get and store their own electronic health records sent /

pushed by doctors / hospitals visited,

o to browse and see their own electronic health records sent /

pushed by doctors / hospitals previously visited,

o to transfer or share selected electronic health records to

doctors / hospitals or with others,

o to see and visually analyze medical history (visits,

examinations, and treatments),

o to track future appointments (both ones set individually or ones

sent / pushed by doctors / hospitals),

o to see and track doctor’s recipes sent / pushed by doctors /

hospitals,

o to get in-advance reminders regarding appointments, recipes,

and etc.,

o to report / send messages to doctors / hospitals previously

visited, and

o to record and store critical data and information to be shared

in emergency cases with doctors / hospitals.


Doctors / hospitals

o to send / push electronic health records to patients,

o to send / push electronic health records to other doctors or

hospitals as long as approved by patients,

o to see whether sent / pushed electronic health records are

successfully delivered to patients or not,

o to get, browse and see transferred or shared electronic health

records by patients or by other doctors / patients,

o to schedule and send / push future appointments to previously

examined / treated patients,

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

o to access and see critical data and information related with the

patients in emergency cases.


3. Characteristics of the iHR

The iHR’s certain characteristics are listed below as bulleted items:

will have two different versions, one for patients [iHR for

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

Hospitals].

[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.

[iHR for Doctors / Hospitals] will work on computers running

Microsoft Windows 7 or later located in hospitals.

[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.

[iHR for Doctors / Hospitals] will be free of download from

the Internet for doctors / hospitals registered to iHR’s web site.

[iHR for Doctors / Hospitals] will provide all required user

and maintenance manuals for free to registered doctors / hospitals.

[iHR for Patients] will cost USD 7.99 or TRY 24.99 for

patients to download the application and register. This is charged

annually.


[iHR for Patients] will store all received data on the

smartphone or tablet as encrypted.

All data transfer related with the will be done via Bluetooth or

Internet with encryption.


4. General Information regarding the Market

It can be noted that the market is quite huge in Turkey. As the iHR, we will

act in a legitimately promising but fairly risky market. We, as the iHR,

elicited certain characteristics of the market to reasonably determine our

target market. In that sense, following main landscapes are intentionally

noted:

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]


Households with access to the Internet in Turkey: 69.5% [2015]


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]


Number of CT devices in private hospitals in Turkey: 484 [2014]


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]


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)

References for the above elicited data:

http://www.tuik.gov.tr/UstMenu.do?metod=temelist

http://www.saglik.gov.tr/TR/belge/1-2952/istatistik-yilliklari.html

http://www.tuik.gov.tr/UstMenu.do?metod=temelist

http://www.saglik.gov.tr/TR/belge/1-2952/istatistik-yilliklari.html


5. Customer Analysis (6W)

In the context of customer analysis, we, as the iHR, answer 6W questions

(Who, What, When, Where, Why, and Why not?) to refine our marketing and

strategic business plan approaches.

These analysis results are also invaluable for the iHR as these shape market

segmentation and target market.

5.1. Who

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

who want to manage their heath and health records.

We decided that for the first 4 (four) years, as the iHR, we will work

with private hospitals.

Considering technology use and other characteristics, we determined

that our target people’s age range will be 18-55.

Accordingly, our target profile’s main characteristics are:

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.


Thus, the answer for who question in our customer analysis is both

patients and hospitals, whose characteristics are elaborated above.

5.2. What

The iHR’s functions and characteristics are respectively elaborated

and explained in “2. Functions of the iHR” and “3. Characteristics of

the iHR” sections of this report.

The iHR’s functions and characteristics are answers for the question

of what in the context of customer analysis.

5.3. When

This strategic business and marketing plan is prepared to cover

business and marketing approaches 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. Hence, there is no specific

date or time interval for people/hospitals to use our product.

5.4. Where

We will use following six means for marketing the iHR:

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, as the iHR,

collaborate with,


SMSs (Short-Message Services) to patients, whose

communication details are shared to us by the private

hospitals, and

National medical informatics or health congress / events in

which private hospitals take part in.

5.5. 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.

Additional details are covered in “2. Functions of the iHR” and

“3. Characteristics of the iHR” sections of this report.

5.6. 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.


6. Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis

We, as the iHR, determined our strengths, weaknesses, opportunities, and

threats to more maturely define and refine our marketing and strategic

business approaches.

6.1. Strengths

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.

6.2. Weaknesses

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.

6.3. Opportunities

People’s interests to have and manage their own health and

health records.

The Scientific & Technological Research Council of Turkey

(TÜBİAK)’s funds which are available for such projects.


6.4. Threats

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.


7. Marketing Mix

In the following sub-sections, the iHR’s marketing mix is described.

7.1. Product

Our product is the “iHR.”

The iHR’s functions and characteristics are respectively elaborated

and explained in “2. Functions of the iHR” and “3. Characteristics of

the iHR” sections of this report.

7.2. Price

The iHR’s price is determined as follows:

[iHR for Patients] will cost USD 7.99 or TRY 24.99 for

patients to download the application and register. This is

charged annually.

[iHR for Doctors / Hospitals] will be free of download

from the Internet for doctors / hospitals registered to iHR’s web

site.

7.3. Place

The iHR will be provided via following means:

The iHR web site,

iTunes (App Store), and

Google Play (Android Market).


7.4. Promotion

For the promotion of the iHR, we will use following means:

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, and

National medical informatics or health congresses / events.


8. Financial Details

Financial details for the iHR for the period of 2016-2019 are given in Table

8.1, 8.2, 8.3, and 8.4.

Table 8.1 - Financial Details for 2016

Total Costs USD 160,000

Salaries USD 60,000

Tools USD 50,000

Travels & Meetings USD 10,000

Promotion USD 40,000

Total Income USD 159,800

Sales Revenues USD 159,800

Funds USD 0

Net USD 200 (-)

Cumulative Net USD 200 (-)



Salaries USD 70,000

Tools USD 20,000

Travels & Meetings USD 5000




Funds USD 50,000

Net USD 113,770 (+)

Cumulative Net USD 113,570 (+)




Salaries USD 80,000

Tools USD 10,000





Funds USD 50,000

Net USD 151,335 (+)




Salaries USD 90,000

Tools USD 10,000





Funds USD 50,000

Net USD 173,035 (+)


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.


9. Monitoring and Control

For the purpose of monitoring and control, we, as the iHR, determined and

defined four main performance indicators.

These are:

Number of customers (patients),

Sales revenue,

Number of collaborated hospitals, and

Customer (patients) satisfaction ratio.

We will periodically evaluate and interpret these 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.

We have defined each of these four performance indicators in a well-

defined framework. Related framework is given in Table 9.1. Table 9.1

gives full details for defining a performance indicator that we, as the iHR,

developed in this report.

Furthermore, each of four performance indicators are fully defined and

provided in Table 9.2, 9.3, 9.4, and 9.5.

Additionally, Table 9.6 gives the summary of performance indicators and

their target values determined and defined by the iHR for each year in the

period from 2016 to 2019.


Table 9.1 - Explanations for the Fields in the Performance Indicators

Definition Tables

ID of the Performance

Indicator

IDs 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


Defines the rationale of the related

performance indicator and gives additional

explanations as needed.

Target Value for the


Defines 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

Indicator

Defines the threshold value for initiating a

corrective or preventive action regarding the


That is, this defines under which conditions a

corrective and/or preventive action is to be

initiated.

Evaluation Approach

and Interpretation for

the Performance

Indicator

Defines how to evaluate and interpret the



Table 9.2 - Number of Customers (Patients)


Indicator

iHR-PI-01

Name of the


Number of Customers (Patients)

Rationale and

Explanation of the


To know, monitor, and control total number

of customers (patients) using the iHR.



20,000 people at the end of 2016, and at least

15% increase for each year in the numbers in

the following three years (2017, 2018, 2019).

Collection and


the Performance

Indicator

At the start of each new year.

1st collection and evaluation in January 2017

2nd collection and evaluation in January 2018

3rd collection and evaluation in January 2019

4th collection and evaluation in January 2020

Threshold Value for

the Performance

Indicator

If total number of customers stays below

19,000 value at the end of 2016

and/or

Percent increase in the numbers fall behind

13 for each year when compared to the

previous year.

Evaluation Approach


the Performance

Indicator

Desired and good: Provided that total number

of customers stays above 20,000 value at the

end of 2016 and percent increase in the

numbers equals to or exceeds 15 for each

year when compared to the previous year.

Undesirable and bad: In other cases.


Table 9.3 - Sales Revenue


Indicator

iHR-PI-02

Name of the


Sales Revenue

Rationale and

Explanation of the


To know, monitor, and control total sales

revenue.



USD 159,500 at the end of 2016, and at least

15% increase for each year in the numbers in

the following three years (2017, 2018, 2019).

Collection and


the Performance

Indicator






Threshold Value for

the Performance

Indicator

If total sales revenue stays below USD

159,000 at the end of 2016

and/or



previous year.

Evaluation Approach


the Performance

Indicator

Desired and good: Provided that total sales

revenue stays above USD 159,500 at the end

of 2016 and percent increase in the numbers

equals to or exceeds 15 for each year when

compared to the previous year.



Table 9.4 - Number of Collaborated Hospitals


Indicator

iHR-PI-03

Name of the


Number of Collaborated Hospitals

Rationale and

Explanation of the


To know, monitor, and control total number

of collaborated hospitals.



15 at the end of 2016, and at least 20%

increase for each year in the numbers in the

following three years (2017, 2018, 2019).

Collection and


the Performance

Indicator






Threshold Value for

the Performance

Indicator

If total number of collaborated hospitals stays

below 15 at the end of 2016

and/or



previous year.

Evaluation Approach


the Performance

Indicator

Desired and good: Provided that total number

of collaborated hospitals stays above 15 at

the end of 2016 and percent increase in the

numbers equals to or exceeds 15 for each

year when compared to the previous year.



Table 9.5 - Customer (Patients) Satisfaction Ratio


Indicator

iHR-PI-04

Name of the


Customer (Patients) Satisfaction Ratio

Rationale and

Explanation of the


To know, monitor, and control customer

(patients) satisfaction ratio (%).



80% at the end of 2016, and at least 5%

increase for each year in the numbers in the

following three years (2017, 2018, 2019).

Collection and


the Performance

Indicator






Threshold Value for

the Performance

Indicator

If customer (patients) satisfaction ratio (%)

stays below 75% at the end of 2016

and/or


3% for each year when compared to the

previous year.

Evaluation Approach


the Performance

Indicator

Desired and good: Provided that customer

(patients) satisfaction ratio (%) stays above

80% at the end of 2016 and percent increase

in the numbers equals to or exceeds 5% for

each year when compared to the previous

year.



Table 9.6 - Summary 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

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

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