Marketing Case Study

Anne-Charlotte DannackerIrina AntonescuParvaneh HeydariZachary Kadah

Table of Contents

Introduction

SWOT Analysis

Goals and Strategy

Product, Price and Place

Communication Strategy

Conclusions and Recommendations

1

Proteus Digital Health

What do mobile phones and disease have in common? They both spread fast!

Digital Health Feedback System

– Clinicians, patients and families can use real-time information about medication-taking, rest and activity to make informed treatment decisions

– This helps people stay on track with their daily care and keeps healthcare costs under control

2

How does Helius work?

• The sensor– When two metals of opposite charge – meaning a cathode

(positive charge) and an anode (negative charge) are placed in an ionic solution, much like what is found in our stomachs in the form of stomach acid, the metals are polarized, thus generating a flow of electrons and, in turn, creating power.

• The patch– The patch, body-worn and disposable, captures and relays your

body’s physiologic responses and behaviors. It receives information from the ingestible sensor, detects heart rate, activity, and rest, and sends information to your mobile device.

• The app– The patch then relays the information from the sensor and your

body onto the app. You can access secure applications that display your data in context and support care in a variety of different ways

3

Proteus- Powered by you!

Opportunities

•Environment: • Helius becomes the market solution for prescription medication• Proteus can apply for governmental grants

•Market:• Global healthcare market expected to anually grow by 6%• Commercial launch to growing Asian markets

•Competitors & legal factors: • Company mobilizes more fundraising investments• Sole company that offers full solution technology approved

by FDA and CE marked• Helius technology patented

O

4

ThreatsT

•Environment: • Consumer skeptisim towards new technology & lack of comprehension of older

people as target group to apply Helius

• Collection of crucial, confidential data runs the risk of criminal or terrorist attacks

•Market: • Compared to Asia and India the European and American market grow much

slower and less profitable• More market entries to be expected

•Competitors & legal factors: • Pending official allowance of Helius complete integration as digital medicine

5

StrengthsS

•Marketing:• High reputation and positive press reviews• Well structured website with emotional & animated touch

•Finances:• Strong fundraising skills & potential resources• Strategic network of successful partners

•Organization: • Experienced executive team & board of directors

6

WeaknessesW

•Marketing: • Weak customer service & satisfaction• No functioning online distribution channel available on website

nor through distribution partner• Non-existing price transparency for clients

•Finances: • High financial dependence on external investors & partners

•Organization: • Lack of several key staff positions

7

Goals & Mission

“Proteus: Better health, powered by you”

• The company seeks to empower users and “allow people of all ages and cultures to power their own health, taking better care of themselves and each other”

• “Digital health for everyone, everywhere”

• The challenge faced is to manage to deliver better care to more people for less money.

8

Targeting & Segmentation

• End consumers– Treatment of chronic illnesses– Elderly (over 66, middle to high income, technology savvy)– Transplant patients– Families and caregivers

• Doctors and pharmacists– See the benefits of the product and recommend it– Better monitoring and proactive action– Maximize efficiency– Manage transitions

• Collaboration with pharmaceutical companies

9

Holistic Marketing Strategy

• Create awareness and demand

• Focus on added value and core benefits

• Campaigns aimed at each of the target groups according to their interests and buying behaviour

• Ease of use and customization

• Further testing and advertising

• Enable multiple communication channels : further develop Website, industry magazines, television, print media

10

Price?

• According to Proteus website, costs will vary• Speculation in the UK:“the ultimate cost [will be] approximately

$80/month.”• Health insurance?• App?• Additional charges with medication?

11

Place & Placement

• Headquarters: Redwood City, CA

• Located near suppliers

• Ideal location / Silicon Valley

• Doctors’ offices / clinics/ medical journals/ pharmacies

12

Communication Strategy

Current strategy:

• Focused on the web page

• Publications

• Healthcare conferences and events

13

Web page• For all target groups• Very simple and understandable• Videos with emotions

14

Communication Channel Strengths and Weaknesses

• Web page very well structured and adjusted for each target group• FAQs very easy understandable and for each target group• Feeback form

• Don‘t provide much communication channels specially to end consumers• Critics on service

15

Recommendation

• Customer Relationship Management– Integrate all target groups to product developement

• More focus on personal selling but also apply mix communication strategy

• Better service and complaint management

• Find more communication channels e.g. Facebook, medical exhibitions

• Work more with the partners e.g. Novartis and try to provide a combined communication strategy

• Offer different languages and adjust to the cultural communication behavior

16

Thank you for your attention!