Master Of International Business
Management International de
Projets et NTIC
Marketing Course
e911 – Marketing Plan
Professor:
DAVID Jean-François
Team Associates:
AMMOR Zineb
GUITTET Grégoire
LANGLOIS Guillaume
LEKBIR Sonia
LI Huan Qing
SHI Jin
September 25th, 2006.
Table of content
I.
Executive Abstract _____________________________________________ 3
II.
Introduction _________________________________________________ 4
A.
Context ___________________________________________________________ 4
B.
Objectives _________________________________________________________ 4
C.
Methodology _______________________________________________________ 5
III.
Supply analysis ______________________________________________ 7
A.
Overview __________________________________________________________ 7
B.
Size and evolution of the market (PEST Analysis) ________________________ 8
C.
A diversified offer __________________________________________________ 10
D.
Supply mapping ___________________________________________________ 11
1.
2.
3.
IV.
Demand segmentation _______________________________________ 15
Customers’ needs _________________________________________________ 15
A.
1.
2.
3.
4.
5.
B.
Physiological needs ______________________________________________________
Safety needs ___________________________________________________________
Belonging needs ________________________________________________________
Esteem needs __________________________________________________________
Self-Actualization ________________________________________________________
15
15
15
16
16
Demand segmentation criteria _______________________________________ 17
1.
2.
V.
Mapping analysis ________________________________________________________ 11
Direct competitors _______________________________________________________ 11
Indirect competitors ______________________________________________________ 12
Overall segmentation criteria _______________________________________________ 17
Selected criteria _________________________________________________________ 20
Our innovations _______________________________________________ 21
A.
Internal and external analysis (SWOT) _________________________________ 21
B.
Target ____________________________________________________________ 22
C.
Market positioning (Who When Why Competitors) _______________________ 22
D.
Projection of sales and profit ________________________________________ 23
VI.
The marketing mix (6ps) ______________________________________ 24
A.
Product description ________________________________________________ 24
B.
Price _____________________________________________________________ 24
C.
Place ____________________________________________________________ 25
D.
Promotion ________________________________________________________ 25
E.
Processes ________________________________________________________ 25
F.
People ___________________________________________________________ 26
VII.
Recommendations ___________________________________________ 28
VIII.
Conclusion _______________________________________________ 29
IX.
Appendices ________________________________________________ 30
MIB Dauphine – Marketing Plan e911
2
I. Executive Abstract
High technology has influenced the worldwide product and service market, including the medical field.
Medical Intelligence Inc. is a Canadian company innovating and expanding its medical technology for
the patients.
Medical Intelligence is the leader of the mobile tele-security industry. This personal permanent security
becomes reality by integrating communication technologies to the healthcare center. It uses
telecommunication, the GPS system, and artificial intelligence amalgamates. Medical Intelligence
conceives detection and localization portable devices for the benefit of people who suffer from
cognitive disorder or cardiovascular diseases. The business operates in the field of medical telesecurity and its mission is to enhance life quality of the people suffering from diverse health concerns.
The syndrome of Alzheimer concerns about 10% of the over 65-year-old people, and particularly about
9.4 million in France, a certain part of whom were found in an urgent situation at their domicile. In
order to insure the security for this kind of patients, Medical Intelligence has developed a product
including the telephone and the geo-localization of GPS service for the French market - the telephonebracelet Columba.
Medical Mobile, subsidiary of Medical Intelligence in France, collaborated with the European firm
Modelabs to distribute this innovative medical product. At the same time, we outsourced the telephone
mobile operation to Orange, the call center service to AXA Assistance and the factoring management
to LOCAM SAS. Also, Medidep, an association with a network of medical residences and clinics in
France, is another important partner in this international project.
We work on the marketing strategic department of Medical Intelligence, we are presenting a proposal
to our board of directors in order to convince them to integrate an innovative technology into the
bracelet Columba. This new product named Columba 2 can bring added value to meet the needs of
the patients and medical assistance institutes.
GOOD
MIB Dauphine – Marketing Plan e911
3
II. Introduction
A. Context
The Vision of the company : Mobile tele-security
Medical Intelligence Technologies Inc. is known as the world leader of mobile tele-security industry.
This new industry integrates information and telecommunication. It combines mobile telephony,
intelligent alert and GPS to the benefit of health care sector.
Its French subsidiary, Medical Mobile has distribution and operation exclusiveness in France for
products and services of the society. With the marketing development of the phone-bracelet in France,
the Spanish subsidiary of Medical Mobile can offer a forward opportunity for our international
expansion.
With these supposed needs, how can we expand our new designed product Columba 2 to the
targeted market in France, and even if possible in the other European countries?
The mission of the company: Enhance quality of life and security of persons stricken by
diverse diseases.
Medical Intelligence Technologies Inc. uses the most recent locating technique by A-GPS positioning
to the benefit of suffering and in lost of autonomy persons. Each of our devices integrates intelligence
that allows an automated alert to be sent via wireless telecommunication when significant anomalies
are detected with the wearer. This function assures a constant monitoring of the wearer, either at
home or on the go.
With the high fatal risk of nearly 60% of the patients suffering from Alzheimer, more secure support
should be targeted to the medical assisted accessories. Once in urgent situation, the patients’
emergency information has to be transferred by the bracelet assisted with freehands, which informs:
1) where are the patients located;
2) what do the important medical parameters and emergency indicators (pulse, blood pressure and
medical antecedents) show.
Our first product, the Columba phone bracelet, is devoted to stem the consequences of wandering and
disorientation, a major problematic lived by more than 24 millions of persons stricken by Alzheimer’s,
around the world.
With the growing number of the Alzheimer’s, our second generation of Columba could be more
efficient by improving the quality of their everyday life, and enhance their health security.
B. Objectives




Identifying the potential market for the medical mobile technology;
Clarifying the satisfying requirements of the consumers;
Justifying the financial decision within the project;
Management of the partnership with rational collaborators, outsourcing and subcontractors.
OK
MIB Dauphine – Marketing Plan e911
4
C. Methodology
Methodology:
In order to fulfil our marketing strategic research, we followed a methodology. After the information
seeking an initial market analysis, we saw that there was an opportunity to add the innovations to our
first generation of the product.
To understand the positioning of our idea, we analyzed the supply side, the demand side, and finally
the product/market side. To have clear and global view of our research we used the following tools:
ok

Supply analysis
- PEST analysis is used to identify the political, economical, social and technological
factors, making us clear about the potential opportunities and barriers.
- Mapping of competitive position/business strength indicate the competitors (ie: DHS,
Mobilthon of France Telecom, Voice-Alert, Datafugue), as well as their relative
position in the competitive market.

Demand segmentation
- This analysis using Maslow’s hierarchy needs theory reveals that, our innovative
product can answer the customers’ requirement from the basic level and highest
level.ok
- We selected some vital criteria to locate the demand, such as: age, annual income as
social-demographical criteria, and behavioural criteria.

Product and market analysis
- SWOT analysis is so important because, we can see our internal strengths and
weaknesses to have self-awareness, and we can envisage the external opportunities
and threats to maintain a self-accommodation.yes
- Market positioning analyses our target customers, our marketing objective, the service
availability, and the oppositions.
- Market mix (6ps including product, price, place, promotion, processes and people) is
illustrated in detail to present our marketing plan!.
ok
MIB Dauphine – Marketing Plan e911
5
Planning:
Our e-911 marketing team focus on the knowledge sharing and trust of our team members, so we
breakdown our tasks to deliver results.
Task
Sub-task
Formation of team
e-911
Responsible
Start
deadline
Team
01-09-2006
01-09-2006
Team
01-09-2006
06-09-2006
Team
07-09-2006
10-09-2006
Zineb
11-09-2006
11-09-2006
Team
13-09-2006
15-09-2006
LI
16-09-2006
17-09-2006
Zineb
18-09-2006
19-09-2006
Sonia
19-09-2006
20-09-2006
Guillaume
21-09-2006
22-09-2006
Grégoire
22-09-2006
23-09-2006
SHI and LI
22-09-2006
23-09-2006
Guillaume
24-09-2006
25-09-2006
Team
26-09-2006
26-09-2006
Data collection
Project definition
Additional data
collection
Marketing
research
Final product and
service decision
Assignment and
team planning
Objective, vision,
mission
Supply analysis and
PEST
Supply mapping and
competitors
searching
Demand
segmentation
SWOT analysis,
sales projection, and
recommendation
Marketing mix
(6 ps)
Report
organization
Project
presentation
ok
MIB Dauphine – Marketing Plan e911
6
III.Supply analysis
A. Overview
We are part of Medical Intelligence which is a Canadian Company; we are working on a new project
which consists on improving the bracelet Columba, by integrating new technologies.
Before explaining our project, we will give an overview of the targeted market of the company,
specifying its work and purposes.
Medical Intelligence is a Canadian company which designs localization transportable and detector
receiving sets for people suffering from cognitive disorders or cardiovascular diseases.
Medical Intelligence works in the field of human telesecurity and has the role of improving the quality
of life and safety of people with various problems of health.
The company creates and distributes portable instruments combining geolocalization, telemetry and
biometrics which will allow a regular monitoring, accompanied of an alarm automated by
telecommunication without wire; which works if there are significant anomalies.
OK
Having specialized and adapted techniques in localization by GPS positioning for the benefit of sick
people or in loss of autonomy, and having combined these techniques with those of biometrics,
telecommunication without wire and automated alarms, Medical Intelligence aims at becoming a major
actor of the sector of the human telesecurity.
Medical Intelligence identified two main markets for its products: people with cardiac problems and
people with problems of cognitive disorders such as the disease of Alzheimer. OK
Medical Intelligence began its efforts from marketing in 2004; Medical Intelligence is a company
working mainly at the stage of the development.
The Columba bracelet is a miniaturized and ergonomic bracelet, with advantageous design. This
bracelet contains a system of geolocalization (GPS helped), of a transmitter/receiving GSM/GPRS
including a SIM card and transmitting voice and data as well as an intelligent software system of
detection and alarm.
Thus the Company intensified its efforts of development of the businesses and search for partners in
order to prepare for the commercial launching of Columba in France and in other markets such as
Spain, and to generate incomes. Until now, 330.000 $ were invested for the research and the
development of the products, and 234.000 $ were allocated with preliminary efforts of development of
the businesses and marketing.
GOOD
Medical Intelligence has now different and numerous partners who will allow the product to grow and
to be more and more well known and recognized as a very practical, indispensable and irreplaceable.
The company, based in Quebec, also has an office in Paris; Medical Mobile which is in collaboration
with the Orange mobile operator of telephony.
Medical Mobile also collaborates with ModeLabs, a new generation actor telecom, which develops an
offer of “Mobile One Demand” allowing within an integrated process to design, develop and distribute
mobile telephones, accessories and services bound for operators, of distributors and very well known
brands in order to extend the sale of the Columba bracelet-telephone to the major networks of mobile
distribution in France: super and hypermarkets and specialized stores “L'intérêt d'un réseau comme
celui auquel s'adresse ModeLabs pour notre bracelet représente un avantageux complément de
distribution”, declares Louis Massicotte, president of Medical Mobile and founder of Medical
Intelligence. “En effet, cela permettra au consommateur de retrouver le bracelet Columba non
seulement en pharmacie, mais également dans les points de vente de téléphonie mobile, offrant ainsi
une plus grande accessibilité du produit”.
OK GOOD
Concerning the Spanish market, Medical Technologies Inc. Intelligence has signed a letter of intent
with SEUR Pharma S.A., a provider of distribution solutions for pharmaceuticals, to consume health
care products and medical devices, to distribute its Columba phone-bracelet in Spain.
MIB Dauphine – Marketing Plan e911
7
B. Size and evolution of the market (PEST Analysis)
Our product « Columba2 » aims the market of people suffered from the disease of Alzheimer. To
understand this market and environment we will use a PEST analysis.
a) Political
The French Prime Minister Dominique De Villepin issues the fight against Alzheimer “great national
cause” in 2007. It was the 21st of September 2006 in Nice for the national day of fight against the
disease of Alzheimer. After the “l’égalité des chances” in 2006, Dominique de Villepin decided
Thursday to make fight against the disease of Alzheimer, which currently concerns some 860.000
French, the “great national cause” of 2007. He declared "Nous voulons franchir une nouvelle étape" in
the fight against this neurodegenerative disease. For him, it is “a major challenge for our society”, “To
fight against Alzheimer, the determination of the government is total”, declared Mr. De Villepin.
YES
Whereas the rate of “running away” or “wander” for people suffering from the disease of Alzheimer
reaches nearly 60%, with a high risk of fatal outcome, if the people are not found quickly, our
innovation bring a revolutionary solution to the problems to which are confronted families and medical
staffs of the retirement homes.
To avoid any disappearance, the bracelet Columba2 automatically detects each exit of a secured zone
around the residence of the patient or retirement homes. This zone will have been defined before by
the family of the patient. The bracelet Columba 2 then alerts a medical call centre. Good If the person
is in danger, and that its vital signs are weak, our bracelet then alerts a medical call centre, operative
24h/24 and 7d/7, which can geolocalize the carrier of the bracelet, which as quickly as possible sends
an ambulance; and contacts the family or the medical staff of the retirement home in order to
coordinate the assistance.
b) Economical
In France, we count in 2006 already more than 850.000 patients and 165.000 new cases each year.
The loss of space-time reference is one of the principal symptoms: approximately 60% of the patients
of Alzheimer are made to run away or live situations of disorientation.
In France, we have 850.000 X 60% = 510.000 potential customers; only for this year (in the phase of
launching our product).
The cost of the disease:
A patient represents 22.099€ annual, medical and medico-social expenditure. The medical
expenditure is assembled to 5.731€ by patient. The total amount of this expenditure is estimated at 1
billion euros per year, of which 97% are dealt with by the sickness insurance. The expenditure known
as medico-social rises to 16.307€ by patient. Even if the APA (Personalized Allowance of Autonomy)
gives a real support, this expenditure is still insufficiently taken into account: 55% of this expenditure
remains on the charge of the families.
OK
MIB Dauphine – Marketing Plan e911
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c) Social
The high average age of the population would be the cause of this increase. The majority of the
patients have, indeed, more than 60 years and this age bracket increased 6% between 2001 and
2006.
ok
Martha Favre, nurse-council with Swiss Alzheimer, however indicated to the ATS that the disease did
not concern only old people but also the people between 30 and 50 years. These early forms would
account for approximately 10% of the cases and would be hereditary.
During the 50 next years, the number of people of more than 60 years will increase by 9 million. In all
the cases, the share of the sexagenarians in the total population will increase significantly. From
20,6% of the total population in 2000, it will increase till 35% in 2050. Today, nearly 10 million French
are 65 years old or more, they could be 18,7 million in 2050, i.e. 29,2% of the population in 2050
(18,1% for the 75 years or more and still 7,5% for the 85 years or more). As for the old people of more
than 85 years, 1,3 million in 2005, they will be 2,1 million since 2020.
ok
However, because of the high average age of the population and the improvement of the diagnosis,
projections for the coming years are very worrying. Thus, if the things do not evolve, in particular on
the level of research, 1,3 million people would suffer from it since 2020, that is to say a person of more
than 65 years out of four, as have just pointed out it association France Alzheimer on September 21,
2005, at the time of the 12th world day devoted to this disease. For a patient, who gradually loses his
sense of orientation and his clearness, helping him must constantly adapt to help him to do things of
daily life.
Indeed, as the disease gains ground, these are the basic acts of the daily life which become complex
operations, to see impossible, because the patient is not able any more to remember ritual of the daily
life, many times accomplished before. A “standard day ago” with a patient of Alzheimer, because all
depends on advanced on the disease. One can nevertheless mention problems which all the helping
families encounter.
The night: the helping person must remain on its guards 24h/24, 7 days /7, 365 days per year,
whatever the stage of the disease is. The night, the patient, if he is still valid, can for example escape
from its house or to wander in the house and to cause an accident. For a more advanced stage of the
disease, when the patient cannot move any more, it is necessary to lend the ear, because the patient
can have difficulties breathing or to even choke himself.
d) Technological
If the carrier of a Columba bracelet leaves the usual geographical sector where it has bench marks,
the system sets off an automated alarm to warn the families or the medical staff. Operating 7 days a
week and 24 hours a day, a medical call centre can immediately locate by satellite the precise place
where the person is. It is also possible to enter in communication with the patient thanks to the
function loudspeaker hand-free of the bracelet, via the medical call centre. This technology results
three years of research and rests on intelligent software of detection and alarm, a system of
geolocalization GPS-assisted and a transmitter-receiver GSM/GPRS equipped with a SIM card. The
telephone exchanges and the data transmissions are based on the mobile network of Orange and the
services of AXA Assistance.
yes
Our technical innovation consists in integrating into the bracelet 2 miniaturized devices, which do not
change anything with the design nor with ergonomics of the first Columba bracelet, but which make it
possible to take the pulse, the blood pressure of the sick person, and which thus allow to alert the
medical call centre when necessary, so that this last sends an emergency ambulance; more especially
as the last integrated device is a miniaturized chip containing the medical past of the patient.
MIB Dauphine – Marketing Plan e911
9
C. A diversified offer
To integrate into the mobile bracelet Columba the miniaturized devices of blood pressure, pulse, and
medical file of the patient makes it possible for Medical Intelligence to widen its sphere of activity,
through this diversification.
The number of families who worry about their close relations (father, mother, brother, sister…)
concerned by the disease of Alzheimer is very large. With our new Columba Bracelet, they can be
sure that if there is any medical problem, an emergency ambulance will be sent by the medical call
centre which has all the information about the patient (pulse, blood pressure and medical
antecedents).
This new technology really brings safety and well being to the families and patients who can from now
on be comforted in case of wander of the patient. So with this offer, Medical Intelligence can approach
more and more people touched by Alzheimer, and their families.
Moreover, the number of potential sales of the new bracelet will certainly increase because this last
contains essential functions for the customer/ patient.
Indeed, this new solution exploits the psychology of the customer, who is ready to invest in a new
practical technology, effective and especially which ensures the safety of the patient, and who
consequently reassures the families and the medical staff of the old people's homes.
It is true that the market aimed by our bracelet remains the same one as that of the Columba bracelet;
i.e. people touched by the disease of Alzheimer; however our diversification will allow the company to
sell more bracelets because they are even more useful and more efficient. Thus this innovation will
allow Medical Intelligence to gain in terms of shares of market and thus to increase its profitability and
its incomes.yes
MIB Dauphine – Marketing Plan e911
10
D. Supply mapping
1. Mapping analysis
COMPETITIVE POSITION / BUSINESS STRENGTH
L
O
W
Market
attractiveness
(Growth rate)
Voice alert
DHS
Columba 2
H
I
G
H
Mobilthon
HIGH
COMPETITORS
LOW
Business strength
COLOMBA 2
2. Direct competitors
Medical intelligence don’t have direct competitors on this new product, indeed there is not a product,
which can integrate a pulsometer, and a basic chart of data of medical information of the patient in the
bracelet Columba. yes
We can find products which is only a pulsometer or a product that allows to localize the patient.yes
However, it exits on the market a product which can compete with our new product but which is
designed particularly for old people and not for the patient of Alzheimer.

DATA HEALTH SYSTEM (DHS)
All this part a bit too "wordy". Send some parts to appendixes
Data Health System (DHS) designs, manufactures and markets for depending persons an innovating
device of alarm which appears itself as a watch bracelet standardized; this device presents the
MIB Dauphine – Marketing Plan e911
11
innovating characteristic to start alone an automatic alarm in the event of fall of its carrier, without any
human intervention.
This product is not really a direct competitor but it can be considered as it since, even if it can not allow
to localize the patient, it allows to detect fall. Ynolis is intended for the people alone, victims of a fall
and which are in the incapacity to require of the assistance. Then Ynolis sets off an alarm transmitted
to the people likely to go near the person which fell. In the event of fall, information is transmitted to
the medical team, on a host computer or personal bippers, by air radios compatible with the hospital
standards.
Effectively, patients of Alzheimer are very often victims of fall because they often present disorders of
memory, or confusion. So our clients can be interested by this kind of product, because if the patient
are lost and disorientated.
This watch bracelet can help them if they fall.
Moreover, Ynolis can also alert when its carrier leaves a definite zone, and can help to locate the
carrier of the watch by zone and especially all information relating to the accident can be conveyed
until the beepers of the looking after personnel. However this product is sold only at the retirement
homes. Effectively Ynolis allows to alert when a patient go out the definite zone, which is very often
the retirement home. However it is a product which is designed for the old people and who addresses
themselves more particularly to the retirement homes if an old person would leave this zone. But,
thereafter, the contractors plan to turn to the systems of remote monitoring in residence, in order to
propose this service with the people who live at them but wish to profit from this safety. Later on, the
coupling with a portable telephone able to transmit information, or with a monitoring system per
satellite could even allow the wandering monitoring, during the displacement of the people out of their
residence.
The selling price for each bracelet should lie between 100 and 200 euros, with a variable subscription
between 40 and 80 euros per month, indicate the contractors.
ok
3. Indirect competitors
On the other hand, there are many indirect competitors:

MOBILTHON
However, France telecom market « mobilthon » makes it possible to come into contact with a helping
person, thanks to a classification containing voice synthesis (four call numbers of the close family); the
patient can for example in the event of fall pronounce a name, the one of his daughter or his son and
return automatically in contact with him. The scarf is also equipped with a detector of fall and thus its
indication towards a close family or a center with call. The scarf can also be a relay of transmission of
biomedical information of heart rate type towards a station control room (telemedicine).
It is the only one, which can be consider as a competitor since it plays also the part of a detector of fall
and an indication in the case of fall. So with all these equipments, our new product can be competitive
because the patient can feel more in safety in the case of fall, that occurs very frequently during the
disappearance, because of the indication and the transmission of biomedical information. Thus, this
equipment could be easily adapted to the situation of some Alzheimer patient in the residence.ok
However our new product is the only one which can guarantee a real freedom since the patient can go
out and walk away and guarantee a real safety since in the case of the disappearance of the patient,
the call center can now know all medical information of the patient and know in live its pulmonary
tension.
MIB Dauphine – Marketing Plan e911
12

VOICE-ALERT
VOICE-ALERT is a system of detection 100% without wire which can receive an unlimited number of
detectors of radio presence which function as well outside as to inside enable you to control up to 6
types of different situations and to diffuse up to 6 specific and personalized messages that you will
have recorded yourself according to the detector, or groups of detectors, which will have been
requested.
VOICE-ALERT is a means of INFORMATION, but VOICE-ALERT can be also a means of dissuasion
if you install detectors outside. It means that it can be considered as a system “anti-running away” of
control of exits for the people under assistance or medicalized monitoring; and this with a price of 282
euros.
ALARM PRESENCE and INTRUSION.
 Control of the access and the accesses, in order to inform of any awaited or unexpected
approach…
 - Control of entries of properties, stores…
 - Alarm supplementary to night and at the time of your presence not to start the existing
system…
ALARM MONITORING, ASSISTANCE.
 - Children: to know as soon as they approach the swimming pool or a dangerous place. To
prevent that they go in the street without accompaniment…
 - Old People: anti-running away of the people under medical assistance.
 - Assistance speaking for the people with visual deficiency.
 - Alarm of exit…
DIFFUSION OF MESSAGES.
 - Messages of dissuasion in the event of approach.
 - Messages of danger to zones which it is necessary to avoid.
 - Messages of information: fast presentation of an object d'art, a product… to guide a visitor…
 - Advertisements of safety.
These multiple applications can make us believe that this voice alert is a competitor, but this product
can permit patients to go out as they want and do not guarantee a freedom and a safety outside.
Voice alert is designed for a definite zone which is retirement home. Whereas our product allows to go
out in safe.

DATAFUGUE
In the same idea that voice alert, it is a protection system anti-running away intended for the medical
environment. It protects the hospitals and the retirement homes against the running away from the
disorientated or conscious patients. If the patient leaves the zone, an alarm is set off to find the
patient.
MIB Dauphine – Marketing Plan e911
13
But as voice-alert , this product do not give all information about the patient when he was outside the
zone , so the hospitals and the people's home can not know in which state is the patient and if he is in
good health.
This system allows only detecting if an old person leaves the zone. Moreover this system is designed
only to hospitals and retirement home.
And some products which can be considered as direct competitors are under way and not yet on the
market:

AN ELECTRONIC BRACELET
Fraunhofer Institute, organization of German research, presented an electronic bracelet integrating
various sensors of biological parameters and a module of communication without wire for the medical
follow-up of the patients into residence .The bracelet comprises to sixteen sensors which monitor vital
parameters like the temperature, the rate of oxygenation of blood, the blood pressure or the rate of
heartbeat. The encrypted data are finally sent under IP towards a center of care, via Internet or a
private network. But the case being as a footbridge and that receives all information by the bracelet of
the patient, which connects the patient to the doctor, could also be mobile and carried by the patient,
releasing his moving from its residence thanks to a transmission of the data .
This product allows to know the health state of the patient, however it does not localize in the same
time the patient if he is lost.

SENSORS WHICH ARE INTEGRATED IN THE GROUND
The University of Virginia developed sensors which are integrated in the ground of the apartments.
They can follow the movements of a person, recognize the changes in its step, detect the falls and
thus send a message of alarm to a close family so necessary. The team of researchers also imagined
a bed which analyzes the breathing and the pulse of the patient. In the event of problem, an alarm is
set off to inform helping them or the looking after personnel.
But it stays a product which forces the patients of Alzheimer to stay at home to profit from this product.

PULSOMETER
It is another project that consists in detecting the cardiac pulsations to an arm-band carried by the old
people.
But it stays only a system of detection of the vital parameters since it does not permit a localization.
After seeing all products which can compete with Columba 2, we notice that no products are able to
localize a patient outside and at the same time control its pulmonary tension in the case the patient will
be lost and disorientated. Then a center can know all information about the patient: its medical record
and its tension in real-time.
The other product do not permit the patient to go out as he wants, all control take place only inside.
But the technology advances rapidly, technological products are more and more improved because of
the demand.
Few products are intended to the patients of Alzheimer, the main competitors sell products which are
intended to old people.
MIB Dauphine – Marketing Plan e911
14
Very good competitive analysis….
IV. Demand segmentation
The purpose of the analysis is to understand the customer needs and the several advantages
expected from the client in order to segment the demand. The marketing does not create a need but
generate a desire from the customer. One of the function of the marketing is to match one of the
product advantage with the client need.
A. Customers’ needs
The analysis will be based on the Maslow’s hierarchy of needs in order to identify the
customer needs and to be able to estimate the advantages which result from it.
Maslow's hierarchy of needs
1. Physiological needs
The physiological needs are the subsistence necessity of the human body. These consist
mainly of the need to breathe, the need to regulate body temperature, the need for water, the need for
sleep, the need to eat, the need to dispose of bodily wastes, the need for sexual activity and the need
to avoid pain.
For the scope of the analysis, the main physiological need is the necessity to breathe and to
regulate the body health. Customers interested by the use of the product usually suffer from health
disturbance.
2. Safety needs
One the physiological needs are met, the safety needs will emerge. The safety and security
needs are ranked above all other desires. These include security of employment and revenues, moral
and physiological security, familial security and security of health.
For the scope of the analysis, the main safety need is the security of the customer health and
family peace of mind for its relatives.
3. Belonging needs
After physiological and safety needs are fulfilled, the third layer of human needs is social. This
involves emotionally-based relationships in general, such as friendship, sexual intimacy and having a
family.
MIB Dauphine – Marketing Plan e911
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For the scope of the analysis, the main belonging need is to be the member of an organized
structure which will take care of the two previous layers of the human hierachy of needs.
4. Esteem needs
The esteem need is the necessecity for any human to be respected, to self-respect and to
respect others. People need to engage themselves in order to gain recognition and have an activity or
activities that give the person a sense of contribution and self-value, be it in a profession or hobby.
For the scope of the analysis, the main esteem need is to enable people to call for assistance
by themselves generating a sense of autonomy.
5. Self-Actualization
The self-actualization factor is the need of people for self-achievement and social
accomplishment.
For the scope of the analysis, the main self-actualization need fulfilled by the product is the
access to the last innovation in terms of technological improvement and the opportunity to use the best
service available at this time in the matter of assistance.
MIB Dauphine – Marketing Plan e911
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OK, not so bad…
B. Demand segmentation criteria
The purpose of this part is to identify the criterias which will lead the customer to use the
product. On the fisrt hand, the analysis will focus on the segmentation of the overall demand in terms
of accessibility, estimation, feasibility, profitability and relevance. On the other hand, the relevance of
the selected criteria will be demonstrated.
1. Overall segmentation criteria
a) Geographical criteria
Estimation:
The main telephony companies use this element as a commercial advantage; it is thus very
easy to estimate. The European GSM cover is estimated between 90 and 100% of the territory.
Relevance:
It is a very interesting point because it will be a restricting aspect for the use of the product.
Accessibility:
Most of the European territory is covered by wireless telephony services which will allow the
use of the product on a wide area and on people used to technologies.
Feasibility:
Already existing technological markets are in place in Europe so the delivery of a new product
will be easy.
Profitability:
It is a really good point because it is feasible and relevant to the analysis.
OK
b) Socio-demographical criteria
(1) Age
Estimation:
A lot of demographical studies are leaded every year in order to follow the evolution of the
population. For example, the INSEE website offer very easily in access the statistics of its 2005
census.
Total
Less than 20 years
From 20 to 64
65 and more
All
62 886 171
15 772 987
36 904 763
10 208 421
Men
30 549 235
8 063 814
18 287 676
4 197 745
Women
32 336 936
7 709 173
18 617 087
6 010 676
Relevance:
Customers who will get an advantage by using the product are usually suffering from diseases
because of the ageing. Segmentation according to the age is though relevant.
Accessibility:
It is easy to collect this kind of information by the use of INSEE studies.
Feasibility:
Because the statistics are based on a national study, the numbers can be quiet trusted so it
can be a useful criteria for the segmentation.
Profitability:
It is a very good point because it is feasible and relevant to the analysis. ??? not clear
(2) Gender cancel this part
Estimation:
Estimation can be deduced from the previous criteria.
Relevance:
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It is not very relevant because both sexes are suffering from ageing diseases.
Accessibility:
It is very easy to access by the use of demographical studies.
Feasibility:
It is easily feasible for the same reason quoted above.
Profitability:
It is relevant to the situation but not necessary critical.
(3) Familial Life style
Estimation:
It is easy to estimate according to tax declaration if people are living single or in couple with
children or not.
Relevance:
It is relevant because in most of the cases, it is the relatives which are worried about the
customer health.
Accessibility:
It is very easy to access by the use of demographical studies.
Feasibility:
It is easily feasible for the same reason quoted above.
Profitability:
It is relevant to the analysis because it can give some views on the way to advertise the
product.
OK
(4) Education level
Estimation:
It can be estimated from university and economic papers.
Relevance:
Even if the product gathers most of the last available technologies, it is very easy to use.
However the technological factor can create preconception barriers.
Accessibility:
It is easy to evaluate by the use of previously quoted studies
Feasibility:
It is easily feasible for the same reason quoted above.
Profitability:
It is relevant for the communication aspect which will be used for the product.
(5) Socio-professional category
Estimation:
It can be estimated from economic papers or by national studies.
Relevance:
It is interesting but not a relevant factor.
Accessibility:
It is easily accessible by the use specialized journals.
Feasibility:
It is hardly feasible because it is not a critical factor of segmentation for this kind of product.
Profitability:
It is an interesting factor if used in concert with income criteria.
VERY IMPORTANT criteria….
(6) Annual income
Estimation:
It is estimable by the use of economic papers.
Relevance:
It is relevant in order to evaluate if people will be able to offer the price of the product.
Accessibility:
It is very to segment people according to their revenues because they don’t have the same
hobbies (located advertising, magazines).
MIB Dauphine – Marketing Plan e911
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Feasibility:
It is easily feasible.
Profitability:
A critical factor even if the health domain should not be lead by money.
OK
c) Psychographical criteria (personality and life style)
Estimation:
Life style and environment are interesting for communication purposes but not especially
critical.
Relevance:
It is not relevant to the product.
Accessibility:
It is accessible by the behavioural factor working in concert with this point.
Feasibility:
It is the same as above.
Profitability:
It is not a critical factor.
d) Behavioural criteria (frequency and fidelity)
Estimation:
It can be estimated according to the databases of the health domain (without violating the
private life).
Relevance:
Because it is the health domain, this area is not liable to fashion criteria or fidelity if the product
is satisfying the customer.
Accessibility:
It is easily accessible because people are used to visit the same doctor or pharmacy.
Feasibility:
It is easy to create a product which satisfy the customer because it is not subject to fashion.
Profitability:
It is an interesting factor for the communication purpose.
MIB Dauphine – Marketing Plan e911
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2. Selected criteria
The segmentation criteria which should be used for the analysis are:
 The age
o In order to estimate the number of potential customer.
 The annual income
o In order to estimate the price of the product.
 The behavioural criteria
o In order to select the communication.
All this part is theoretically interesting, but a bit too big. The main ideas can disappear. Why
not tsend that to appendixes…
MIB Dauphine – Marketing Plan e911
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V. Our innovations
A. Internal and external analysis (SWOT)
INTERNAL ENVIRONMENT
Strengths

Leader & First mover: Our main strength
is to be the first on the market. We can
even say we created the market and we
don’t have direct competitor. We are in a
situation of monopoly.
Weaknesses

Design: We know that some of our
potential customers don’t buy our product
because of its design. They think Columba
is not enough aesthetical or they don’t want
to be stigmatized as an Alzheimer patient.
EXTERNAL ENVIRONMENT
Opportunities



Design: According to the previous
weakness, we can improve Columba’s
design (in order to make it looks like a
normal watch for example).
New markets: We can imagine that
Columba will not be bought only by
Alzheimer patient. It can be used for other
applications and as we are developing
Columba’s functions, this possibility of
reaching new needs increases as well.
Partnership: Having many partners is a
good way to penetrate new markets and to
use their expertise sometimes missing by
the Medical Intelligence (such as
distribution for ex)
Threats





New entrants: The main threat is the
coming of new entrants. We don’t face any
competition right now, but we must
envisage who will be our future
competitors.
Technologies: The company needs the
latest technologies to stay at a top quality
level. A threat would be to see our
technologies becoming obsolete.
Partnership: We have to be careful to not
become too dependent of our partners.
Justice: We may face in the future a trial
with a customer or his family with how our
product didn’t work properly causing
serious consequences.
Investment: The company is constantly
developing its product. In order to do so,
she needs cash to invest. For now, we
didn’t miss investors but we will need to
find more in the future.
OK, not bad
MIB Dauphine – Marketing Plan e911
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B. Target
The Columba bracelet was created especially for patients suffering from Alzheimer disease. Today we
are making the proposal of integrating some innovations into this bracelet. However, we are not doing
it in order to go on a new market. Our market remains Alzheimer patients.
With our additional innovations, Columba will have more functions and so will be more helpful to the
patient. The more Columba will be useful and convenient; the more it will be an advantage for an
Alzheimer patient to buy one.
So our target objective remains Alzheimer patients. Our marketing effort will be directed to this goal.
But maybe some extra customers who don’t have the Alzheimer disease will buy our product. Maybe
they will do so because the functions of Columba are solving some of their difficulties. Certainly
Columba can correspond to other needs and so another market.
Even if we stay focus on our initial market, we will keep analyzing the evolution of our customers. If a
significant part of them are no more just Alzheimer patients, we can then consider new marketing
actions in order to penetrate deeply this new market.
C. Market positioning (Who When Why Competitors)

WHO?
Alzheimer patients (user, can be the customer)

Their family (even if not the user, can be the customer)
COMPETITOR?
No direct competitor yet but we
may stay vigilante of the threat of
new entrants

WHEN?
24h/24

7d/7
WHY?
Make the disease easier to live with daily,
both for the patient and the family
MIB Dauphine – Marketing Plan e911
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ok
D. Projection of sales and profit
In France, there are 850 000 people suffering from Alzheimer (in 2006). Each year, we count 165 000
new patients.
The lost of space-time reference mark is the most common symptom in Alzheimer disease. About 60%
of those patients get lost sometimes.
So in 2006, our French market would be around 850 000 x 60% = 510 000 potential clients.
It should increase by 165 000 x 60% = 99 000 each year.
Potential customers
(number of people
suffering from
Alzheimer)
2006
2007
2008
2009
2010
510 000
510 000
609 000
708 000
807 000
New patients
Size of the market
+ 99 000
510 000
609 000
+ 99 000
708 000
+ 99 000
807 000
+ 99 000
906 000
Size of the market
807000
609000
906000
708000
510000
2006
2007
2008
2009
2010
ok, this is the open market. So what? What percentage of that will you take, year after year.
What is ROI, break-even point?
Something is missing !!!!
MIB Dauphine – Marketing Plan e911
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VI. The marketing mix (6ps)
A. Product description

Original Product : the “guardian angel” - Columba bracelet
Columba is a watch size bracelet combining “hands free” portable telephone,
intelligent alert system and GPS positioning system. The word “Columba” is the
Latin name of the racing pigeon which comes back home. This new design is
obviously used for people suffering from a cognitive disease.
Concretely, the Columba bracelet, produced by the Canadian company Medical
Intelligence, is a GPS-driven system with automated alert and audio
communication to prevent Alzheimer's sufferers (people with a cognitive
disease) from wondering away. It has a GPS-Assisted positioning system, a
GSM/GPRS transmitter/receiver with a SIM card for voice and data, and an
intelligent alert detection system. The bracelet is about one and a half the size
of a watch and weighs 54 grams.
The new geopositioning phone-bracelet has been invented to prevent any
disappearance. The Columba bracelet is able to detect automatically any
departure from a security zone surrounding the residence or nursing home. The “zone” is predetermined by the patient's family or caregiver. The Columba then alerts a medical assistance centre
that promptly contacts the family or caregiver to coordinate assistance efforts.
This medical assistance centre, which operates 24hours-7days, can accurately geoposition the
bracelet wearer and establish audio communication. In other words, at the time of an emergency
situation, Columba allows, not only to locate the carrier, but also to speak to him and evaluate the
situation, thanks to the hands free system integrated into the portable.
GOOD

New design with added values (the 2 new devices) – Columba 2
In fact, the rate of Alzheimer's patients that "wander" or "stray" is almost 60%, with a high death rate
when they are not found quickly. Therefore, a serious situation or occurrence that happens
unexpectedly to the Alzheimer's patients demands immediate action.
In order to meet the needs of controlling their health situation at any moment, we aim to improve this
Columba bracelet by adding two devices.
- Add a micromodule which can measure the pulse and the blood pressure of the carrier YES
- Add a small chip which contains the medical record of the patient YES
The innovation introduced today is a definitive solution to the problems of Alzheimer's sufferers
because it’s like a siren which can give a red alert to the medical call centre or the families at the
emergency.
OK
B. Price
The Columba bracelet is being offered at an introductory price of EUR 199, including tax (which will
rise to EUR 259 including tax). A EUR 59 monthly subscription fee (including tax) is also required for
the Medical Mobile service, which includes 24/7 assistance, geolocalisation, and emergency
communication.
The suggested retail price of the new product Columba 2 with the added value is about EUR 300
because we have to plus the cost of the new devices. The monthly subscription fee is kept at EUR 59.
MIB Dauphine – Marketing Plan e911
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C. Place

Current market: France
At the moment, the “guardian angel” Columba bracelet is available only in France. It is commercialized
by our subsidiary Medical Mobile.
Having been piloted from October 2005 to February 2006 in household and retirement home settings,
the Columba is now being marketed via a network consisting of
- 22,400 pharmacies in France
- 700 France Telecom branch offices
For the purchase, the client can dial the Green number for France Telecom outlets : 0 800 11 22 33
(toll free) or by phoning Medical Mobile: 0 810 87 87 87 (local call fees apply).

Future market: Spain and other European countries
Medical Intelligence Technologies Inc. has just signed a letter of intent with SEUR Pharma S.A., a
provider of distribution solutions for pharmaceuticals, consumer health care products and medical
devices, to distribute Columba phone-bracelet in Spain.
The agreement provides that SEUR Pharma would be granted the right to be the distributor of the
Columba system, designed to provide a definitive solution to the problems of wandering and
disappearance caused by Alzheimer's disease, to some 20.000 pharmacies in Spain that are within its
distribution channels. (From virtual medical world)
"The future collaboration between Medical Intelligence and SEUR Pharma offers a great opportunity to
work together on a really innovative project", stated Louis Massicotte, president-founder and chief
executive officer of Medical Intelligence Technologies, “We are hopeful this could also lead to the
expansion of our distribution network to other branches of the Movianto Group, SEUR's parent
company, in other European countries.”.
OK
D. Promotion
In order to popularize this new Columba 2, we will do the promotion through many channels:
- put up billboard of the bracelet in both pharmacies and France Telecom branch offices
- invite the well-known doctors in this field to present this new product for the media advertising, such
as television or radio.
- print and then give out the flysheet in the household and retirement home
- create a database of clients interested in this new bracelet in the website, do the newsletters and
send brochures to the identified key people.
OK
E. Processes
We will add the new technology in the current product line.
YES? So easy to do?
MIB Dauphine – Marketing Plan e911
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F. People

Company
Medical Intelligence is an expert in the personal medical tele-security industry, integrating information
and telecommunications technologies to the health care sector. The firm designs portable medical
devices equipped with an automatic alarm system for the benefit of people suffering from cognitive
disorders or cardiovascular diseases. The Québec, Canada-based company also has an office in
Paris. Its French affiliate, Medical Mobile, is the first such company to provide medical "telecom"
service, personal and mobile "telemedicine".
OK

Operator of telecom
The company, based in Quebec, also has an office in Paris, where it profits from a collaboration with
the operator of mobile telephony Orange. Orange, subsidiary of France Telecom, is one of the world
leaders of mobile telephony. In France, Orange is the first operator of mobile telecommunications with
more than 21,3 million customers at March 31, 2005.
ModeLabs Group is an actor telecom of new generation which develops an offer of “Mobile One
Demand” allowing within a process integrated to design, develop and distribute mobile telephones,
accessories and services bound for operators, of distributors and large marks. Since 1996, ModeLabs
Group builds a solid position in the distribution of accessories of mobile telephony on the French
market and also profits from commercial presences in Holland, Belgium and Switzerland.
OK
 Distributor
Since spring 2005, the company concluded from the agreements with Pasteur Mediavita, a subsidiary
company of the Pasteur Institute which makes the evaluation of the distribution networks institutional
and governmental, and DGX Pharma, an important distributor pharmaceutical which aims at deploying
Columba in 22.400 pharmacies of France.
good
MIB Dauphine – Marketing Plan e911
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
Partner 1 – MEDIDEP
Medidep is one of the actors of reference of the private sector of the assumption of responsibility of the
dependence in France. Having nearly a hundred establishments (59 establishments of lodging for
dependent old people, 25 private clinics of care of continuation and readjustment and 8 private clinics
psychiatric), the company carried out a sales turnover of 273,1 M € in 2004.

Partner 2 – LOCAM
Medical Intelligence Technologies Announced on August 22, 2006 that its French subsidiary Medical
Mobile has signed an agreement with financial institution LOCAM SAS (“LOCAM”) for the factoring of
a substantial portion of its subscription revenues from its Columba phone bracelet tele-security
services.
The agreement provides for LOCAM to advance Medical Mobile a significant portion of the
subscription revenues for agreements signed by the company with institutions that purchase Columba
bracelets. LOCAM will also be responsible for billing and collecting monthly subscription fees from
institutional customers for a 48-month period.
This is an important agreement for Medical Intelligence, as it provides us with substantial cashflow on
signature of sales contracts with large institutions and it will also help fund our commercial deployment
strategy.”

Partner 3 – AXA Assitance
The center of medicalized call will be managed by CENTERED Assistance. The center of call
medicalized, operative 24h/24 and 7j/7, precisely can géolocaliser the carrier of the bracelet and to
enter in telephone call with him thanks to the function “hand-free” of the bracelet.
Good
MIB Dauphine – Marketing Plan e911
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VII. Recommendations

Improvement of our product
We are the first mover and the leader in telemedicine. However we have to be careful on the
development of our product. The patients must be sure that we stay up-to-date with the newest
technology and we are always listening to their needs.
In the future, if a direct competitor appears, we need to be seen by the patient as a high quality
company.

Price
Even if we are in a monopoly market and even if we provide a high quality product, we need to keep a
reasonable price. In the future, we should not increase too much the price of Columba because we
continuously need to expend our market and also because of the threat of a new competitor maybe a
low-cost one.

Marketing campaign
We should promote our product with a strong marketing campaign using all media we can (TV,
newspaper, radio …). We should establish strong relationship with physicians, maybe organize
telemedicine seminaries. We should put signs in retirement homes and in every place where the
Alzheimer patients or their family could see them.

Partnership
We have to take advantage of our partnership in France with Orange. Thanks to this well recognized
company we are able to build a strong brand image. And because Orange is well implanted in the
country, it allows us to penetrate deeply the market.

International Expansion
We can extend this concept of partnership to keep on spreading our product abroad. We need to find
the right partner for each country and use them to become an international company.
MIB Dauphine – Marketing Plan e911
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VIII. Conclusion
Our e-911 marketing project is to present to our board of directors the innovative idea of Columba 2 to
gain more market share. For the scope of analysis, although we are actually the only supplier of this
multi-functional kind of medical telephone-bracelet (GPS+GSM+free-hands), the product and the
service still have to be continuously improved and innovated to facilitate the consumers as well as
possible.
The overall purpose of strategic marketing planning, and its principal focus is the identification and
creation of competitive advantages. The application of e-Health can be considered as the competitive
advantage facing the market of health industry of emergency and critical care:
According to the “e-Health Ministerial Declaration” in 2003, “e-Health refers to the use of modern
information and communication technologies to meet needs of citizens, patients, healthcare
professionals, healthcare providers, as well as policy makers.”
Referring to the view of e-Health developed in the “2004 e-Health Communication from the European
communities”, “e-Health is today’s tool for substantial productivity gains, while providing tomorrow’s
instrument for restructured, citizen-centred health care systems and, at the same time, respecting the
diversity of Europe’s multi-cultural, multi-lingual health care traditions. There are many examples of
successful e-Health developments including health information networks, electronic health
records, telemedicine services, wearable and portable monitoring systems, and health portals”.
The e-Health is predicted to be the third largest industry in the European health sector.
Columba 2, with its emerging technologies (GPS, GSM, freehands, and measurement), has the
flexibilities to improve health and enable healthcare.
 Improve health status by supporting healthy lifestyles, and enhancing health care quality;
 Reduce health care costs by improving efficiencies in the healthcare system and prevention;
 Empower people to take better control of their health by supporting better-informed health
decisions and self-care;
 Enhance clinical care and public health services by facilitating health professional practice
and communication;
 Reduce health disparities by applying new approaches to improve the health of underserved
populations.
In a word, ensuring the quality of and the access to e-Health resources will be central to realize and to
maintain health in the future. The implementation of our marketing plan will focus on developing the eHealth network between worldwide partners.
MIB Dauphine – Marketing Plan e911
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IX. Appendices
References
Déclaration du professeur Stéphane Bergeron, président directeur général de Medical
Intelligence.
« Pour réussir à maintenir à domicile un malade d’Alzheimer, il nous faut en priorité subvenir à sa
sécurité », explique le Professeur Stéphane Bergeron, président directeur général de Medical
Intelligence. « Afin de sécuriser l’environnement du malade, de façon responsable, sans le contraindre
ou l’isoler, il nous faut être averti dès l’amorce d’une fugue ou d’une errance. Le bracelet Columba
assure cette sécurité et permet, si nécessaire, de savoir où se trouve le malade. Et nous pouvons
même lui parler car le bracelet téléphone relié au réseau de l’opérateur de téléphonie mobile Orange
intègre la fonction mains-libres. » conclut-il. « Depuis deux ans, Orange soutient le développement de
ce projet qui s’inscrit dans notre programme Orange Care visant à mettre l’innovation mobile au
service de la santé et du bien-être. Nous sommes heureux et fiers de contribuer au lancement d’un
service mobile aussi innovant, répondant à une problématique de santé publique majeure. Le
bracelet-téléphone Columba illustre cette dimension essentielle du mobile comme « fil de la vie », qui
sécurise son utilisateur tout en lui donnant plus de liberté. » déclare Jean-Noël Tronc, directeur de la
stratégie et de la marque d’Orange.
« Nous sommes fiers de voir cette première mondiale se dérouler dans l’une de nos résidences
médicalisées. Medidep a toujours supporté les projets innovants favorisant le mieux-être et la sécurité
de ses pensionnaires dépendants » déclare Bruno Marie, président du directoire de Medidep.
PEST (Economical) Sources:
- Rapport sur la maladie d’Alzheimer et les maladies apparentées de l’Office Parlementaire
d’évaluation des politiques de santé (OPEPS), 6 juillet 2005.
- Étude PAQUID, menée par l’Institut de santé publique, d’épidémiologie et de développement
(ISPED-INSERM) de l’Université Victor Segalen Bordeaux-II sous la responsabilité des Professeurs
Jean-François DARTIGUES, Yves-Antoine FIORI, Catherine HELMER, Florence PASQUIER,
Arnousse BAULIERE et Antoine PARIENTE
MIB Dauphine – Marketing Plan e911
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