PGDM(PM) SIP 26

1 | S U M M E R I N T E R N S H I P P R O J E C T 2 0 1 6

1) UNDERSTANDING AND DEVELOPING THE

SCOPE OF HEALTHCARE INFORMATION.

2) DETERMINING THE ACCEPTANCE OF

CONCEPT AND THE DDEMAND FOR MEDICAL

ANALYZER IN THE MARKET.

(SUMMER INTERNSHIP PROJECT REPORT)

SUBMITTED IN PARTIAL FULFILMENT OF THE

CURRICULUM

FOR THE DIPLOMA

POST GRADUATE DIPLOMA IN MANAGEMENT

(PHARMACEUTICAL MANAGEMENT)

SIES COLLEGE OF MANAGEMENT STUDIES

NERUL, NAVI MUMBAI

(18th April to 9th July 2016)

BY

Manish Suresh Khandalkar

Roll no 26

Specialization- Marketing

2015-17


Declaration

I, Mr. Manish Khandalkar, studying in the second year of Post Graduate Diploma in

Management-Pharmaceutical Management at SIES College of Management Studies, Nerul,

Navi Mumbai, hereby declare that I have completed the Summer Internship Project titled

‘Understanding and developing the scope of Healthcare Information &.Determining the

Acceptance of the Concept and the Demand for the Medical Analyzers in the Market’

as a part of the curriculum requirement for Post Graduate Diploma in Management-

Pharmaceutical Management.

I also declare that the work undertaken by me is original and has not been copied from any

source.I further declare that the information presented in this project report is true and has not

been submitted to SIESCOMS or any other Institute for any other examination.

Signature of Student Date :

Name of the Student : Mr. Manish Khandalkar

Roll No.-26


Certificate of Faculty Guide

This is to certify that Mr, Manish Khandalkar studying in the second year of Post Graduate

Diploma in Management (Pharmaceutical Management) at SIES College of Management

Studies, Nerul,Navi Mumbai, has completed the Summer Internship Project titled

‘Understanding and Developing the Scope of Healthcare Information & Determining

the Acceptance of the Concept and the Demand for the Medical Analyzer in the

Market’ as a part of the curriculum requirement for Post Graduate Diploma in Management

(Pharmaceutical Management).

Signature of the Faculty Guide

Name: Prof.Suniel Deshpande

Date:


Acknowledgement

The internship project is a golden opportunity for learning and self-development.I consider

myself fortunate and honored to have many wonderful people leading me through the

completion of the project and take this opportunity to express my gratitude towards them.

I wish to express my indebted gratitude and thanks to Oxygen Healthcare Communication

Pvt.Ltd. who allowed me to do my internship at their esteemed organization.

I express my profound and sincere thanks to Mr.Ashok Jain, Chief Executive Officer and

MR. Karunakar Shetty-Head of Operations for their valuable guidance and advice during

the internship.I would like to extend my appreciation towards all the staff members of

Oxygen Healthcare Communications for their inputs, cooperation and support.

I express my deepest thanks to Prof. Suniel Despande, my faculty guide at SIES College of

Management Studies for his encouragement and guidance.

I express my gratitude to Prof.Jharna Lulla-Placement Co-ordinator At SIESCOMS for her

external support and guidance.

I would like to thank my parents and colleagues for their valuable support and contribution

during the internship, without which the project would not have been a success.

(Manish Khandalkar)

Date :


Executive Summary

An Internship for three months was done at Oxygen Healthcare Communications was as a

part of Post Graduate Diploma in Management program curriculum.

The Internship involved working with two different projects giving an overall view and

knowledge about the market.

Project 1:

The project involved analysis and development of the source of healthcare information.

A survey process was conducted through a questionnaire which determines the status of the

television sets and also determined the perception and requirement of the doctors to ensure

changes in the system.

The objective of the project was to “Understanding and Developing the Scope of Healthcare

Information. It mainly involved interaction receptionist at large.Occasional interactions with

the doctors was carried out to get valuable information. The survey was conducted to have a

better understanding and analysis of the Oxygen television program, its business potential

and increase its monetization aspect.

A list of doctors was provided with the other required data to carry out the analysis and

survey. The main job was to give the company the insights of the television status and the

market which would help them to launch new programs for the benefit of the patients and

doctors.Also, the analysis of the television contributed to . The project indirectly contributed

contributes the company’s objective to educate the patients and create awareness relating to

healthcare.


Project 2:

This project involved actual market exposure.

The objective of the project was to ‘Determine the acceptance of the company’s concept and

demand for the medical analysers in the market’

The target costumer’s were specialty of doctors which included General Practitioners,

Gynaecologists, Dentists,Pediatricians,Diabetologists and Urologists.

Hemocue- A Swedish medical device manufacturing company was providing medical

analyzers to Lifespan at the cost of tie-up between the two companies. The concept was to

make doctors aware about the medical analyzers and also provide the treatment to patients at

a particular point of care.

A market survey was conducted to determine the interest of the doctors and also to analyse

the clinic and practice of the doctors where the medical analyzers would be procured if

demanded.

The project aimed at lessening the tedious work faced by the patients and doctors during

various medical test and also helped the doctors to decide upon or provide the medical

treatment within a less time

The concept indirectly promotes the brand and also contributes to the revenue generation of

the company.


PROJECT 1 : UNDERSTANDING AND DEVELOPING THE

SCOPE OF HEALTHCARE INFORMATION

(OXYGEN TELEVISION SURVEY)


Table of contents

Sr. No. Contents Page No.

Chap. 1 Introduction

1.1 Company overview 9

1.2 Background of the project 10

1.3 Objectives of the project 11

1.4 Scope of the project 12

1.5 Purpose and Significance of the project 13-14

1.6 Limitations of the project 14

Chap. 2 Methodology

2.1 Research design 15

2.2 Type of data 15

2.3 Research methodology 16

Chap. 3 Data Analysis 17-21

Chap.4 Recommendations 22

Chap. 5 Conclusions 23


Chapter 1: Introduction

Company overview

Oxygen Healthcare Communications is India's largest integrated healthcare media,

advertising, marketing and service company.The company focuses on niche verticals of

human health needs with deep reach and behavior impacting innovations.

The company involved in healthcare education and influence programs,healthcare services

and digital healthcare platforms in an integrative and collaborative manner.Since the

company’s inception in 2001 their commitment to innovation has equipped them with the

vision to keep ahead in a fast changing market through the provision of a growing range of

multimedia,digital and branding options to reach specific target audience.

Oxygen is located across 15 cities in India including Mumbai, Bangalore, Hyderabad ,Pune,

Delhi,Chennai and other satellite branches.

The company serves a large number of clients mainly consisting of Pharmaceutical

companies,FMCG And Consumer healthcare firms:

Abott,Alembic, Aristo Pharmaceuticals,

AstraZeneca, Aventis Pharma, Bajaj Allianz, Bayer Zydus Pharma, Biocon, Cadbury,

Charak, Colgate-Palmolive, Eureka Forbes,HUL,etc.

Oxygen also handles Relationship Management of 100,000 doctors for 7 Pharmaceutical

companies, including database management, software benefits and logistics.


Background of the project

The Oxygen TV acts as a medium to deliver healthcare and lifestyle related information and

tips to the patients and engages the patients during peak hours at the clinic.The Oxygen TV

also supports various healthcare companies to advertise various brand to create patient

awareness.

The project involves analyzing the communication medium in the Doctor’s Clinic i.e. The

installed Oxygen television w.r.t. various aspects like working status,location,log hours,etc.

The Project revolves around carrying a survey to determine the status of the Oxygen TV and

also helps to determine Doctor’s,Receptionist’s and Patient’s perception and suggestions

about Oxygen TV.

The Doctor’s perception is considered important as it helps to create updated and patient-

oriented information.The Receptionist plays an importsnt role in the activation of the Oxygen

TV and also provides information required for the survey.The Patient’s suggestions and

Direct Observation helps to determine the interest of the patients in the concept and also

towards a particular brand.

Overall,the project helps to understand the status of the installed television sets as well as

contributes to business continuation.


Objectives of the project

The Objectives of the Project can be grouped in two types as :-

Objectives of the survey and Objectives of the company.

Objectives of the survey :-

To analyse installed Oxygen TV sets w.r.t certain aspects such as volume of the

TV,postion of the TV,log hours,etc.

To determine expectations of doctors and patients from Oxygen TV.

Objectives of the company:-

To deliver knowledge and awareness about healthcare and lifestyle.

Increasing the monetization aspect of the project through business continuation.


Scope of the project

The communication medium in the doctor’s clinic,the Oxygen Tv helps the patients and their

families to easily receive healthcare related information,while they wait to be seen by the

doctor.It is found to be an effective medium for patient education.

Since ‘Health’ is considered as an important element of life,the project has a wide scope

because of its wide application in the field of healthcare.The medium communicates right

information to right receiver at right time.The medium provides content on the awareness of

certain disease as well as severe disorders. Hence,serving a diverse group of patients.

The Oxygen TV survey is important task as the Oxygen TV acts as a promotional tool for

various companies to advertise their brands through the unique digital media and create

brand awareness about a particular brand between people.

The project also helps to determine the acceptance of the concept of the Oxygen TV in the

market as a source of valuable information by doctors as well as by patients.

Also the survey of Oxygen TV w.r.t various device aspects helps the company in

maintenance of the installed TV sets for business continuation at the same time for business

growth.

The project aims to improve the health outcome by providing educational information that

promotes effective patient-doctor interaction.


Purpose And Significance of the project

The main purpose of the project is to analyse and observe the Oxygen TV w.r.t the device

aspects so as to avoid Business reduction or stagnation.

The Oxygen TV is installed in about Seven Cities in 4000 clinics across India. The

specialties covered include: Dermatologists, Paediatrics, Gynaecologists,Orthopaedic,

Diabetologists and Dentists. The content is designed for the patients as per the

specialtygiving information about various diseases or disorders and its treatment or cure.

Thiscontent includes an hour long video covering the required health aspects and is revised

once a month.

The project involved promoting and analysing the concept of this communication medium by

interacting with the doctors, patients, receptionists.

The interaction with the patients helped in determining the level of patient education and

awareness. The feedback enabled to analyse the patient understanding which would help in designing

the content. It also helped in understanding how the content can be modified and updated to suit

patients health benefits and also keep the patients aware of the recent developments in the field of

healthcare.

The receptionist is the only person in the chain, who views the TV for maximum duration in

the waiting room.


Analysing the view of the receptionist is essential as it would help in determining the technical

aspects and the overall patient feedback. Interaction with the receptionists also helps in determining

the level of patient engagement in the waiting room.

The doctor’s viewpoint is important as it provides information about the patient’s

perspective. This first hand information is obtained through patient feedback and enquiries.

The interaction also helped in explaining the doctor the importance of this communication in

providing vital information to the patients and briefing them about the samples and the

brands.

Thus, it helped in gathering information regarding minute details with respect to the Oxygen

TV such as volume of the TV, position of the TV as well as the topics desired for the patients benefit.

Limitations of the project

The business operates in many cities but since only Mumbai was targeted for the analysis

it was difficult to gather concrete information based on the feedback.

Convincing the receptionist to provide information was a difficult task considered as it

was sometimes considered as least important due to the lack of seriousness about the

concept.


Chapter 2: Methodology

Data Collection is an important task in the research methodology. For collection of data the

researcher should understand the need of the study and decide the type of the data required.

For a research to be carried out,identifying the research problem is an important task.After the

research problem is identified,preparation of research design is important to carry out the survey.

A research design encompasses the methodology and procedures employed to conduct

scientific research. It is not a highly specific plan to be followed without deviation, but rather

a series of guide posts to keep the research in a right direction.

Steps in Research Design

A research design usually comprises of the following major steps :-

1) Formulation of the objective of the study (why the study is conducted and the

means to identify the problem and the problem area).

2) Designing the method of data collection (what should be the type and the process of data

collection).

3) Selecting sample.

4) Collecting data – availability and its time period to find out.

5) Review of the literature.

6) Hypothesis selection.

7) Designing of the experiment.

8) Data analyzing process.

9) Report on findings of the study.

To study the various aspects of the Oxygen TV through a survey,Primary research

methodology was adopted.


Primary Research is the collection of first hand,original data.

It can be accomplished through various methods, including questionnaires and telephone interviews

in market research, experiments and direct observations in the physical sciences, amongst others.

For the Oxygen TV survey project,blend of techniques including questionnaire and direct observation

was adopted.

Advantages of the technique include it addresses specific research issues as a controlled research

design is adopted, Direct observation helped to understand the practicality of the concept.

Survey through Questionnaires

Survey was been designed as a fact finding exercise for the discovery of facts. The objective

of the survey was to provide information about the installed TV set and also the

opinion,attitudes and perception of a set of people.

The advantages of the survey method were: It enabled us to establish contact with the

respondent, facilitated to have observation of emotional impact on the situation, provided

information to practical problems, conducted to investigate cause and effect relationship of

the problem under study.

Research methodology

Type of Research Qualitative Research

Type of Data P Primary Data

Tools of Data Collection Q Questionnaires and Direct Observation

Structure of Data Collection F Field Work

R Research Area Western Mumbai

Sample size 1 120


Chapter 3 : Data Analysis

A survey to analyse the installed Oxygen TV and to determine the doctors and patients

acceptance and view about the concept was carried out.The data was collected and analysed

as follows :-

Position of the television set

In 13% amongst the surveyed hospitals and clinics the location of the TV set was wrong

as it was not visible to maximum patients seating in the waiting room.

87%

13%

Position of telivision set

Right

Wrong


Working status of the television set

In 7% amongst the surveyed hospitals and clinics the TV set were not working mainly

due to lack of maintenance.

93%

7%

Workindg status of the television set

Working

Not Working


Log hours of the television set

46 % TV sets showed only 0-4 hrs log-in time.37 % TV sets showed moderate 4-7 hrs

log-in time.Only 17 % TV sets showed 7-12 hrs log-in time.

46%

37%

17%

Log hours of telivision set

0-4 Hrs

4-7 Hrs

7-12 Hrs


Findings

The Findings derived from the collected and analysed data state that :-

Since the Oxygen TV serves as easy availability of healthcare related information,the

doctors seem to be happy with the concept.

The Oxygen TV reduces the work of the receptionist as it engages the patients during the

peak or rush hours.

Patients find the content interesting and information as it includes awareness regarding

diseases,healthcare programmes and products.

Many TV sets show display,volume and content related issues.

Few TV sets displayed location And working issues.

In many hospitals and clinics,insufficient log hours were observed.


Learnings

The unique concept developed by Oxygen for patient education and product promotion.

Questionnaire designing

Styles of communication to be used at different levels such as with the doctors,receptionist

and patients.

Maintaining relationships

Handling the rejection to provide information by the receptionist or doctors.

Business etiquettes.

Time management skills were learnt.


Chapter 4 : Conclusions

From the survey conducted it can be concluded that the concept is unique and very well

accepted in the market. The objectives of the project were achieved.

Customer engagement in the survey was very essential to get information with respect to

their needs and perception.

Measures need to be taken for maintanence of the television sets to avoid business

stagnation.

The project gave insight to various business strategies procedures and etiquettes.


Chapter 5 : Recommendations

Analysing the Data and the findings certain recommendations that can be made to the

company are:-

More content of various cartoons like Chhota bheem,Tom and Jerry,etc. can be added to

keep pediatric patients engaged during rush hours.

Content regarding Awareness of certain diseases like Dengue,Swine Flu,Hepatitis,etc.

during rainy season can be included

Target completion gifts in the form magazines can be given to the receptionist.

Updating the content twice a month can be beneficial to avoid repetition related

complaints.

Expanding the capsule content to avoid playing the repetitive content.

Proper maintenance of the TV sets w.r.t Sound,Working Status ,etc that are installed

since more than 3 yrs.


PROJECT 2

DETERMINING THE ACCEPTANCE OF THE

CONCEPT AND REQUIREMENT OF MEDICAL

ANALYZERS IN THE MARKET

LIFESPAN-POINT OF CARE ANALYZERS

PROMOTION,SURVEY AND SALES


Table of contents

Sr. no. Contents Page no.

Chap. 1 Introduction

1.1 Company overview 26

1.2 Background of the Project 27

1.3 Objectives of the Project 28

1.4 Scope of the Project 28

1.5 Purpose and Significance of the Project 29

1.6 Limitations Of The Project 29

Chap. 2 Review of literature 30-35

Chap. 3 Methodology

3.1 Research design 36

3.2 Type of data 36

3.3 Research Methodology 37

Chap. 4 Data Analysis 38-45

Chap 5. Recommendations 46

Chap. 6 Conclusions 47


Chapter 1 : Introduction

Company overview

Lifespan is the world’s largest chain of diabetes and cardio metabolic clinics. Lifespan

provides diabetic with full care,hence is a very well known company in the speciality

segment of Diabetology. Lifespan’s unique, non-invasive R.I.S.C. test measures 30 cardio

metabolic and other vital health indicators in just 7 mins.

Lifespan has a tie-up with TIMES OF INDIA.It is also referred as a ‘Times Of India Group’

Company. #WinOverDiabetes was a initiative taken by Lifespan and TOI for Healthy India.

Lifespan has 35 clinics across India.Each Clinic features a multi-disciplinary medical team of

consultants, dieticians and diabetes counsellors who provide comprehensive care with

dedication.Lifespan provides free diabetes education & guidelines on diet & weightless with

certified panel of doctors.

Lifespan not only operates in clinic care but also has introduced itself into diet foods,Medical

devices for Diabetic as well as Non-diabetic patients through its tie-ups.


Background of the project

The project revolved around Promotion,Survey and Sales of the medical devices.

Lifespan Wellness Pvt. Ltd. deals in the super speciality segment ‘Diabetology’.The company

contributes towards the care for diabetic patients through various healthcare

programmes,medical test and special offers.

The project aims to determine the acceptance of the concept and demand for various medical

analyzers in the market.The project involved procurement of specific medical analyzers free of

cost to the doctors for the care of diabetic as well as non-diabetic patients.

The project involved a survey process wherein the doctors were made aware of the new

concept in the market through promoting the devices to the doctors.The survey involved the

study of the doctors practice,clinic analysis and also determination of the doctors interest in the

concept.

Overall the project contributed in the business development and revenue generation for the

company.


Objectives of the project

The Objectives of the project are :-

To spread awareness about the Point of Care devices.

To understand the sales process and get invoved in it.

To understand the implementation of unique strategy of the company.

To contribute to the revenue generation of the company.

Scope of the project

The project involved a unique concept to be offered to the Doctors.

The project has a wide scope in the field of healthcare as the promotion of the medical

analyzers makes the doctors aware of the medical-technological innovations.

The analysis of the data obtained from the survey would throw light on the acceptance of the

concept by the doctors.


Significance of the project

The project aims at determining the acceptance of the unique concept in the market.

The medical analyzers aid in the diagnosis,monitoring or treatment of medical

conditions.Point of care analyzers involve the care of the medical condition at a particular

time.

The survey conducted helped to accomplish the core objectives giving valuable insights and

future potential for the concept in the market.

The survey and promotion also aids in making doctors aware about the medical-technological

innovations.

Limitations of the project

Brand name of the medical analyzers was not well known in the market,hence difficulty

in the promotion was observed.

Unacceptance of the concept in the market.

Rejection from doctors due to a temporary employee.

Time constraint meeting the doctors.

Price of the cartridges was high as compared to the competitors in the market.


Chapter 2 : Review of literature

2.1 Pharamceutical market

India is the potential market for MNCs. This is because India’s population is growing

rapidly and its economy – creating a large middle class with the resources to afford Western

medicines. Moreover the changing epidemiological profile of India shall increase the demand

for drugs used to treat cardio-vascular problems, disorders of the central nervous system and

other chronic diseases.

India’s growing pharmaceutical industry is likely could be a competitor and potential

partner in many key areas of global Pharma. India has considerable manufacturing expertise

and as such Indian producers are likely to partner with global Pharma companies to market

their wares outside of India.

India will be the most populous country in the world by 2050, will make its mark as a

growing market, potential competitor or partner in manufacturing and R&D, as a location for

clinical trials and partner with MNCs.

SR.NO SUM OF MAT VAL

MAR’16

SUM OF MAT VAL

MAR’15

SUMOF MAT

VAL GR MAR’16

MARKET SHARE

(%)

1. 98414.4 87384.8 12.6 100

2.2 Diabetes market

Diabetes care market comprises of technologies, devices and therapeutics markets in relation

to diabetes. As estimated by The World Diabetes Foundation, there would be 438 million

people suffering from diabetes by 2030.

Approximately 11.6% of the global healthcare expenditure is shared by diabetes care. In

2010, global expenditure on diabetes was $376 billion. Global diabetes management product


market was valued $41 billion in 2012. Sedentary lifestyle and obesity are primary factors

driving the diabetes care market.

There has been a considerable rise in the number of diabetes cases globally over the last few

years. Improper diet and sedentary lifestyle are the main risk-elevating factors. Currently,

about 528.7 million people are suffering from obesity, which is a primary reason for

development of diabetes in people.

2.3 About diabetes

Diabetes, often referred to by doctors as Diabetes mellitus, describes a group of metabolic

diseases in which the person has high blood glucose (blood sugar), either because insulin

production is inadequate, or because the body's cells do not respond properly to insulin, or

both. Patients with high blood sugar will typically experience polyuria (frequent urination),

they will become increasingly thirsty (polydipsia) and hungry (polyphagia).

2.4 About Hemocue

HemoCue company that never settles for “good enough”. Never compromises. Gives

customers no reason to doubt and every reason to trust for what matters most – caring for

their patients.

HemoCue is committed to being a leading global player in the professional point-of-care

testing market with products that make significant contributions to health care.

HemoCue Point of care analyzers includes HbA1c, Glucose, Haemoglobin, Albumin, WBC Analyser


2.5 Brief introduction about medical analyzers

HbA1c TheHemocue HbA1c 501 system is a fully automated Point-Of-Care system which is not

only easy to use but every element from its size to handling of catridges is a perfectly suited

for the use of Doctors.

The other advantages associated with the analyzer are :-

1) Only few operating steps with clear instructions on screen. 2) Convinient room temperature storage up to 18 months. 3) Gives reading within 3-5 minutes. 4) Interference free method.


Glucose Analyzer

The Hemocue Glucose 201+ system measures glucose levels for

glycemic control.

Used foe screening,monitoring and diagnosisof diabetes

mellitus.Handheld and battery operated system ideal for mobile

settings.


Hemoglobin Analyzer

The Hemocue Hb 201 System measures the hemoglobin level in the blood.It is not only easy

to handle and use but also contains a blood- based liquid control.The analyzer provides lab

accuracy and ease of use.

Albumin Analyzer

The Hemocue Albumin 201 system aids in the screening and monitoring of

microalbuminuria and is ideal within diabetes care and hypertension treatment.The system is

an easy, lab-accurate means of identifying microalbuminuria – long before any possible

symptoms of renal or vascular complications may appear.The testing involves three simple

steps and gives result within 90 seconds.


WBC differential system

HemoCue WBC System offers the unique benefit of determining total white blood cell count

right at the point of care.It aids in faster treatment decisions and streamlined workflow.Also

is easy to use by non-laboratory personnel after a brief training.


Chapter 3 : Methodology

Data collection is an important task in a survey process. For collection of datathe researcher should

understand the need of the study and decide the type of the datarequired.

A qualitative questionnaire was prepared to study the practice of the medical practioner.The

questionnaire also consisted the study of various aspects of the clinic or hospital.

The advantages of the survey method were: It enabled to establish contact with the respondent,

provided information regarding the acceptance of the concept,The data can also be used for

future projects.

Research methodology

Type of Research Qualitative Research

Type of Data Primary Data

Tools of Data Collection Questionnaires and Direct Observation

Structure of Data Collection Field Work

Research Area Western Mumbai

Sample size 135

Sampling Design :-

Sampling unit General Practioners, Gynaecologists,

Diabetologists,Dentists,Pediatricians

Sampling Method Random Probablity Sampling

Sample Size 135

Sampling Area Western Mumbai


The project involved the Promotion, Survey and Sales of medical analyzers. Thus, for the

survey of doctors And clinic, primary research methodology was adopted.

Primary research is the collection of first hand, original data.

It can be accomplished through various methods, including questionnaires and telephone interviews in

market research, experiments and direct observations in the physical sciences, amongst others.

For the doctor survey project, blend of techniques including questionnaire and direct observation was

adopted.


Chapter 4 : Data Analysis

A survey to study the doctors acceptance about the concept was carries out. The data was

collected and analyzed as follows :-

Speciality of doctors covered during the survey

During the survey,amongst the total doctors covered can be divided into speciality as

37% General Pratitioners,21% gynacologist, 16% paedetrician, 15%diabetologist and

11% Dentist were covered.

15%

37%21%

16%

11%

Speciality of doctor covered during the survey

Diabetologist

General practitioner

Gynacologist

Paedetrician

Dentist


Acceptance of the concept by the doctors

During the survey, amongst the total doctors covered, only 36% of the doctors accepted

the concept whereas 64% doctors did not accept the concept.

36%

64%

Acceptance of the concept by doctors

Doctors accept the concept

Doctors not accept the concept


Response for Glucose 201

Only 29 % amongst the surveyed doctors showed interest in the Glucose

Analyzer,Glucose 201.

Amongst the positive response for Glucose 201,76% doctors were Dentists,17% doctors

were General Practitioners,5% doctors were Gynaecologists and 2% doctors were

Diabetologists.

29%

71%

Response for Glucose 201Doctors interested in Glucose 201 Doctors not interested in Glucose 201

17% 5%

76%

2%

Response from different speciality doctors

General Practitioner Gynaecologist Dentist Diabetologist


Response for Hb 201

Only 15 % amongst the surveyed doctors showed interest in the Hemoglobin analyzer,

Hb 201.

15%

85%

Response for Hb 201

Doctors interested in Hb 201

Doctors not interested in Hb201201

20%

40%

20%

20%

Response from different speciality doctors



Amongst the positive responses for Hb 201,40% doctors were Gynaecologists,20%

doctors were General Practitioners,20% doctors were Dentists and 20% doctors were

Diabetologist.

Response for HbA1c 501

Only 7 % amongst the surveyed doctors showed interest in the HbA1c Analyzer.

7%

93%

Response for HbA1c 501

Doctors interested in HbA1c501

Doctors not interested in HbA1c501

36%

0%

43%

21%

Response from different speciality Doctors



Amongst the positive responses for HbA1c 501,43% doctors were Dentists,36% doctors

were General Practitioners,21% doctors were Diabetologists and no Gynaecologist

showed interst in HbA1c analyzer.

Response for WBC diff system

30% amongst the surveyed doctors showed interest in the HbA1c analyzer.

30%

70%

Response for WBC Diff System

Doctors interested in WBC Diffsystem

Doctors not interested in WBCdiff system


Response for Albumin 201

4% amongst the surveyed doctors showed interest in Albuin 201

4%

96%

Response for Albumin201

Doctors interested in Albumin201

Doctors not interested inAlbumin 201


Findings

The Findings derived from the collected and analysed data state that :-

Small number of doctors accepted the concept.

Large number of doctors showed interest in Glucose analyzer as it is generally required by

all speciality of doctors and has wide application.

Large Number of Dentist showed interest in the Glucose Analyzer Glucose 201.

It was observed that the Doctors with few years of experience were more oriented towards

the concept as compared to the experienced practitioners who opted for the routine methods

of testing.

Doctors did not opt for the medical analyzers as the cost of catridges was high as compared

to the competitor companies

Brand name of the company was not well known amongst the doctors. Hence, reliability

was a important factor for rejection.


Learnings Planning and strategizing work was an important task learnt.

Process of product promotion and sales was learnt.

Questionnaire designing.

Styles of communication with the doctors.

Maintaining relationships.

Handling the rejection to provide information by the receptionist or doctors.

Business etiquettes.


Chapter 5 : Conclusions

From the survey conducted it can be concluded that,

The rate of acceptance of the concept is low in the market.

Reliability factor was observed to be the major concern for doctors.

Hospitals showed more interest in the concept as compared to clinics.

Brand awareness needs to be done amongst the targeted customers.


Chapter 6 : Recommendations

Analysing the data and the findings certain recommendations that can be made to the

company are:-

Since the project was undertaken only in Mumbai and Bangalore,the company can target

new and prospective markets like Pune,Delhi,Hyderabad,etc for the project.

Cost of the catridges need to be optimized or various discount schemes need to be given

to the doctors for acceptance of the price factor.

Since many doctors are unaware about lifespan, brand needs to be advertised for

awareness and promotion.


References

Research Methodology-C.R.Kothari and Gaurav Garg.

Textbook Of Pharmacology-K.D.Tripathi

http://www.hemocue.com

http://oxygenhealthcom.com

http://www.lifespanindia.com

http://www.medicalnewstoday.com/info/diabetes

http://orgenesis.com/market-overview

http://www.hemocue.com/

http://oxygenhealthcom.com/

http://www.lifespanindia.com/

http://www.medicalnewstoday.com/info/diabetes


Questionnaires

Project I :- OXYGEN TV Survey

Doctor Code :-

Doctor Name :-

Area :-

TV Placement Location : Right Wrong

Comments :

TV ON TV OFF

Comments :

TV Working : TV Not Working :

Comments :

Any Other TV : Yes No

Log Hours Per Day :

Trainee Name :

Date :


II :- Point of Care Equipments – Dr survey

Dr Name : Qualification :

Address :

Area : City

Pin Code Phone No Mobile No

1) Clinic (Owned / Rented ) since how many years.

2) Ambience of clinic Above Average Average Satisfactory

3) Total number of patients seen per day

4) Dr Consultation Fees Rs.

5) Convinient time and Day to visit the Dr.

6) Any other clinic of Dr.(Yes/No)

a.If yes,Address of the second clinic

Dr interested to kee the following POC equipments in his clinic

1. HbA1c

2. Glucose 201+

3. Hemoglobin

4. Micro Albumin

5. Mini Cell Counter (WBC Differential analyzer)

Comments/Reasons from Dr’s for not agreeing to keep POC equipments in his clinic

Dr is having any equipment at present in his clinic.

Glucometer HbA1c Lipid Profiling

ECG Hemoglobin

Intern’s Name Location

Manager’s Comment Manager’s Signature


Documents

PGDM(PM) SIP 26