PROJECT REPORT

ON

“TO STUDY THE SCOPE OF DIGITAL MARKETING MOBILE

APPLICATION IN HEALTHCARE INDUSTRY”

AT

SI RESEARCH AND SOLUTIONS Pvt. Ltd., PUNE

BY

Mr. SWAPNIL MALKAR

(ROLL NO: PH-1854)

FOR THE PARTIAL FULFILLMENT OF THE COURSE

PGDM (PHARMACEUTICAL MANAGEMENT)

MITCON INSTITUTE OF MANAGEMENT

BALEWADI PUNE - 411045

2018-2020
 INDEX

Sr. No. Topics Page No.

Executive Summary
1 Industry Profile 1
2 Company Profile 4
3 Research Problem 8
4 Review of Literature 11
5 Objective 13
6 Research Methodology 14
7 Data Analysis 15
8 Findings 26
9 Suggestions 27
10 Limitations 28
11 Conclusion 29
12 Reference 30
13 Annexure
 ACKNOWLEDGEMENT

I wish to express my sincere gratitude to Prof. Nitpal Singh, Deputy Director, and Department of
pharmaceutical management for providing an opportunity to do my internship and project work in
“SI RESEARCH AND SOLUTIONS Pvt.lmt.”.
I sincerely thank Mr. Hanumant singh and Mrs. Snehal Malani for their guidance and
encouragement in carrying out this project work. I also wish to express my gratitude to the officials
and other staff members of SI INSIGHT who rendered their help during the period of my project
work.
I would like to thank the Director of MITCON Institute of Management Mr. Ganesh Rao for
providing me the opportunity to embark on this project.
I would also like to thank all the faculty members of MITCON Institute of Management Pune for
their critical advice and guidance.

Swapnil Malkar
 EXECUTIVE SUMMARY

Digital marketing has a widev scope in healthcare industry.There is upcoming trend of digital
marketing in India.Doctors are using digital marketing not on for personal use but also for
professional use.
I was a part of SI insight company which is a digital marketing and reputation management
company.I was a part of prelaunch,launch and post launch of the pluspromo mobile application.
During the prelaunch phase our company gave the task to find the competitors and we did
detaling of the product we also did the analysis of the compititors product we did the role play of
our plus promo application
During the launching phase im visited around 200 doctors and detail about plus promo
application we did analysis of digital marketing. During post launch phase I did data analysis
about how many doctors are interested in our plus promo application
During my research which did in Thane to Dader region I found out that since plus promo
application was unique most of the doctors are interested in application and have registered it.
Only few doctors find the tradutional
 CHAPTER ONE

INDUSTRY PROFILE 2/3 pg

INTRODUCTION TO HEALTHCARE INDUSTRY:-

Healthcare industry- trends, scope

Digital marketing- no of compqnies, role, growth year wise, profit and its graph.
 CHAPTER TWO

COMPANY PROFILE

Name of company-SI Insights - SI Research & solutions Pvt. Ltd.

SI Research & Solutions Private Limited is a Private incorporated on 25 August 2015. It is

classified as Non-Gov. Company and is registered at Registrar of Companies, Mumbai.
Directors of SI Research & Solutions Private Limited are Dilip Shyam Narayan Singh, Ratna Singh and
Hanumant Kumar Singh.
SI-Insights are a subsidiary company of SI Research & Solutions Pvt. Ltd. It is a market research
and digital media company that transforms businesses for the digital age and helps companies in
the process of decision making. It enriches their clients with critical business insights and cutting
edge solutions. Their services enable clients to make confident decisions and make a competitive
difference at the market place.

Their team of experts is always keen to take on newer challenges and is capable of efficiently
turning around complex and time-bound projects. Use of the world’s best practices is the
foundation of their research while implementing best in class tools helps them to maximise the
accuracy of data analytics. They deliver with confidence, work of accuracy while respecting
timelines.
Services they provide are as follows:-

Pharma Sales Force Deployment Company

They provide syndicated and customized reports on pharmaceutical sales force deployment and
sales force benchmarking. At SI-Insights, their team of industry experts carries out research, and
update the findings in real time. This is an on-going process for all the syndicated reports that they
provide. They conduct customized research to address specific needs of clients. Syndicated reports
includes following points:

1. Sales Force Size of a Team, Division or Company

2. Sales Force Distribution by top Cities and States
3. Reach and Frequency
4. Top Promoted Products
5. Incentive and Compensation Structure

Business Intelligence

Beyond only data gathering, their team of experienced industry experts provides insightful findings
for business intelligence or procurement intelligence which helps in smart decision making.
Majorly they cover following points in their business intelligence reports:

1. Marketing Expenditure
2. Campaign Monitoring
3. Competitors Field Force Size and Distribution
4. Stakeholders Assessment
5. KOL Assessment

SI-insights is specialized in:

 1. Pharma competitive intelligence
2. Hospital and health care competitive intelligence.

Stakeholder Analysis Company

Business Analytics Company

As a business analytics solutions company, with application of best in class tools, statistical and
mathematical techniques they identify the relationships between key data variables and reveal
hidden pattern in the data set.

Digital Marketing

They provide end to end digital marketing solutions from content creation to content monetization.
Their digital media and social media listening capabilities enable us to reach out to the targeted
customers and prospects. They maximise returns on investment with the use of cutting edge
technology and offer a cost effective model. Their services includes:

1. Content and Visual Manufacturing - To increase CURIASITY & INTEREST

2. Multichannel Distribution - To increase REACH
3. Customer Engagement in Real Time - To give HUMAN touch in REAL TIME
4. Analyse and Optimize - To reach to TARGETED customers
5. Monetize - To increase Customer Acquisitions

Their Digital Marketing Solutions are specialized in:

1. Social Media Marketing

2. Digital Media Marketing & Research Services
3. Unmatched Pricing for Value added Services
Supply Chain Market Research

Social Media Marketing

They are a research driven Social Media Marketing (SMM) company at SI-Research and Solutions
Pvt. Ltd (Si-insights). They believe that social media marketing has to be done not primarily for
making sales but for engaging and involving customers and prospects; sales should come as by-
product of addressing some of their needs. It is very important to have a well research content,
which is relevant and addresses needs and expectations of the audience. They give lots of
importance to the content, be it visual or textual, quality content is backbone of social media
marketing strategy; all current and future initiatives success rely on the effectiveness of content.

Pharmaceutical Business & Competitive Intelligence

Pharmaceutical competitive intelligence (CI) is the process of gathering; defining and analysing
factual, valuable information collected from trusted industry sources, about pharma products,
customers, competitors, markets, R&D, vendor, etc. At SI-Insights, with their consistent effort to
build industry sources they have been able to build an asset of thousands of contacts across the
globe with whom they regularly engage on variety of different projects. Such as:

 Product Life Cycle Tracking

 Product Launch
 Vendor Assessment
 Supply Chain
 Customer Assessment
 Medical Communications
 Sales Force Benchmark
 CHAPTER THREE
RESEARCH PROBLEM

Digital marketing has a wide scope all over the world.But in India there is upcoming trend for digital
marketing in healthcare industry.
 CHAPTER FOUR 2 pgs
REVIEW OF LITERATURE

Survey 5/6…… 1 compose

 CHAPTER FIVE

OBJECTIVE

1. Primary Objective: To study the scope of digital marketing in healthcare industry.

2. Secondary Objective-
1.To spread awareness of SI insights Pluspromo application among doctors.
2. To find out doctor’s opinion regarding Pluspromo application.
3.To find the competitors of healthcare mobile application.
 CHAPTER SIX
RESEARCH METHODOLOGY

 TYPE OF RESEARCH-Descriptive Research

 SAMPLING UNIT- Doctors, Clinics, Diagnostic labs, Hospitals.

 SAMPLING SIZE- Total no. of doctors- approx. 200 Doctors.

  SAMPLING TECHNIQUE-
I used Random as well as Convenience sampling.

 TYPE OF DATA COLLECTED-

The data collected is of primary type which I got through questionnaire and secondary type which
I got from si insights website,magzines etc.

 SCOPE OF STUDY-
It includes territory where I worked. The territory assigned for me was Thane to Dadar.

CHAPTER SEVEN
 DATA ANALYSIS

1.Do you have your own healthcare website?

-Yes -No

Yes No

60% 40%

Own Healthcare Application

70%

60%

50%

40%

Series 1
30%

20%

10%

0%
Yes No
2.Have you successfully registered the Pluspromo application?

-Yes -No

Yes No

13% 87%

Sucessfull registration of Plus promo

Application

Yes No

13%

87%
3.Do you have your social media account for your professional use?

-Yes -No

Yes No

35% 65%

Sales

Yes No

35%

65%

4.What difficulties do you face in digital marketing ?

-Budget -Time management

-Poor content -Open or close platform

Budget Time Management Poor content Open or close Platform

10% 40% 20% 20%

Difficulties faced in digital marketing

45%

40%

35%

30%

25%

20% Series 1

15%

10%

5%

0%
Budget Time Management Poor content Open or close
platform
5.Which speciality doctors spend more on marketing?

-Dermatologist -Dentist

-General Physician Others

Dermatologist Dentist General Physician Others

40% 40% 10% 10%

Doctors who spend on digital marketing

Dermatologist Dentist General Therapy Others

10%
GP
10%
40%

40%
 CHAPTER EIGHT
FINDINGS

1.During survey most of the doctors wants their own application to store their database.

2.New practitioner doctors are mostly interested in pluspromo application and finds it beneficial.

3.As this pluspromo application is the first ever healthcare application providing templates many doctors
were interested in the application.

4.Doctors in the age group of 45 don’t find the application useful and finds traditional way of practising
more useful than digitak marketing.
 CHAPTER NINE
SUGGESTIONS
1Digital marketing has a wide scope in healthcare industry.The company has developed the application
for android user.But many doctors were IOS user so the company should bring IOS version as soon as
possible.

2.The content in the template should be increased.

3.The company should provide facility to doctors to add their own clinic’s logo

4.Currently there are details regarding international conference.So the company should also provide
details of national conference.

5.The template should contain information in native language also.

 CHAPTER TEN
LIMITATIONS AND SCOPE FOR FURTHER STUDIES

1. The sample size was too small for study as digital marketing is very large topic.

2. More information can be accomplished with greater sample size and the duration of study
was less.
 CONCLUSION

Digital marketing sector is huge industry which is serving in every industry nowadays
healthcare has started catching up with digital marketing.Doctors are interested in pluspromo
application but few doctors find traditional methods useful than digital marketing.

Doctors found the application more unique and useful.

Digital marketing not only saves time and doesn’t require a large personnel, it’s cost-
effectiveDigital marketing connects business directly to consumers.Digital marketing keeps
competitors in check.Digital marketing has narrowed the gap with mobile consumer.
 REFERENCE
www.siinsight.com
www.pluspromo.com
www.healthcareindia.com

CHAPTER TWELVE

ANNEXURE
 Questionnaire for doctors -
1.Do you have your own healthcare website?

-Yes -No

2.Have you successfully registered the Pluspromo application?

-Yes -No

3.Do you have your social media account for your professional use?

-Yes -No

4.What difficulties do you face in digital marketing ?

-Budget -Time management

-Poor content -Open or close platform

5.Which speciality doctors spend more on marketing?

-Dermatologist -Dentist

-General Physician Others