Expansion strategy for a Medical products manufacturer

KEY QUESTIONS

  • What are the products which would be strategically most suitable with the current portfolio?
  • What is the market size and what are the growth factors for the shortlisted product categories?
  • What are the profiles of the key players in the shortlisted product categories?
  • How is the margin structure of the shortlisted product categories?

APPROACH

  • Interviews with purchase department personnel of leading hospitals (chains)
  • Interviews with supplier / agents / company sales people
  • Interviews with competition & Secondary research

RESULT

  • We helped client in shortlisting 5-6 product categories and expand its product portfolio in medical products based on market size, growth trends and competitive landscape assessment

Digital sales channel strategy for an Indian healthcare IVF chain

KEY QUESTIONS

  • What is the potential of digital sales in IVF? How is it growing?
  • What are competitors doing in digital space? What are their strengths and weaknesses?
  • What should be the lead generation and content marketing strategy?
  • What is the customer purchase behaviour online?

APPROACH

  • 30+ In-Depth Interviews with industry experts and competitors to understand the market dynamics and trends
  • 100 customer surveys for target audience to understand buying behavior, trends and preferences

RESULT

  • The client implemented the digital sales channel and  generated significant sales from digital marketing and content

Marketing Plan For Selected Micro-Markets For A Leading Hospital

The client wanted benchmarking key competitors on IPD share from the key city of operations and create a micro-market wise marketing plan

KEY QUESTIONS

  • What is the client’s current performance on key metrics from Gurgaon in terms of: Therapeutic areas (# of IPD patients, surgeries etc.), Marketing Channels (# of camps, conversions etc.), Micro-markets (Footfall from various micro-markets etc.)
  • What are the marketing channels/ initiatives used by client and their performance on key metrics?
  • What are the strengths and weaknesses of the client (in their perception)?

APPROACH

  • Detailed discussion with client team
  • Competitor patient surveys (30 from each competitor)
  • Competitor doctor interviews (5 from each competitor)
  • Interviews with competitors’ BD and marketing team
  • Interviews with GPs and specialists

RESULT

  • RedSeer was able to help client to benchmark the client’s IPD numbers from the key catchment areas with that of key competitors and identify why they are not getting a “fair share”. Consequently, a marketing plan for various micro-markets was created.