Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
MARKETING PLAN
RFID
TECHNOLOGY
SOLUTION
FOR
EMERGENCY CASE
Tutor : Jean-François DAVID
CENTORAMO
1
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
TABLE OF CONTENT
MARKETING PLAN : ----------------------------------------------------------------------------------------------------------- 1
Tutor : Jean-François DAVID ------------------------------------------------------------------------------------------ 1
1. EXECUTIVE ABSTRACT ---------------------------------------------------------------------------------------------- 4
2. CONTEXT --------------------------------------------------------------------------------------------------------------------- 5
3. OBJECTIVES ---------------------------------------------------------------------------------------------------------------- 6
4. METHODOLOGY ---------------------------------------------------------------------------------------------------------- 7
4.2. Processes -------------------------------------------------------------------------------------------------------------- 8
4.2.1. Various tasks ------------------------------------------------------------------------------------------------- 8
4.2.2. Figure: Process Groups -------------------------------------------------------------------------------- 9
4.3. Planning ---------------------------------------------------------------------------------------------------------------- 9
5. MARKET STUDY -------------------------------------------------------------------------------------------------------- 10
5.1. Emergency care ------------------------------------------------------------------------------------------------- 10
5.2. Statistics on emergency healthcare ---------------------------------------------------------------- 12
5.3. Customer’s needs ---------------------------------------------------------------------------------------------- 14
5.4. Creative idea ------------------------------------------------------------------------------------------------------ 14
5.4.2. Our Mission: We are a young start-up that integrates technology into
emergency care industry in order to develop and optimize the best care practices
that a hospital provides to their clients. -------------------------------------------------------------------- 18
5.4.3. Our Vision: To become a leader company in integrating technologies in the
emergency care industry, within a period of four years. First, Centoramo will develop
its strategy in France, a known market, before becoming stronger and going for new
markets (especially in European and Asian countries as the North American market is
almost saturated). ----------------------------------------------------------------------------------------------------- 18
5.4.4. Our Values: -------------------------------------------------------------------------------------------------- 18
5.5. Study of the open market --------------------------------------------------------------------------------- 19
A)
Size of the market ------------------------------------------------------------------------------------- 19
B)
Market trends --------------------------------------------------------------------------------------------- 20
5.5.1. Internal market analysis: SWOT --------------------------------------------------------------- 21
5.5.2. Internal market analysis: PEST ----------------------------------------------------------------- 21
5.5.3. Network Model: ------------------------------------------------------------------------------------------- 23
5.6. Competitors’ analysis---------------------------------------------------------------------------------------- 24
5.7. Implementation scenario --------------------------------------------------------------------------------- 25
5.8. Value chain ----------------------------------------------------------------------------------------------------------- 25
A n s o f f m a t r i x ----------------------------------------------------------------------------------------------------- 27
PRODUCT ------------------------------------------------------------------------------------------------------------------------ 27
DEVELOPMENT --------------------------------------------------------------------------------------------------------------- 27
Decision tool -------------------------------------------------------------------------------------------------------------- 28
5.8.1. Routes to markets --------------------------------------------------------------------------------------- 29
5.8.2. Partnerships ------------------------------------------------------------------------------------------------ 29
5.9. Marketing Mix ---------------------------------------------------------------------------------------------------- 31
5.9.1. Problems ------------------------------------------------------------------------------------------------------ 31
5.9.2. Strategy -------------------------------------------------------------------------------------------------------- 31
5.9.3. Products ------------------------------------------------------------------------------------------------------- 32
5.9.4. Price -------------------------------------------------------------------------------------------------------------- 33
5.9.5. Place (channel of distribution) ------------------------------------------------------------------ 33
5.9.6. Communication plan ----------------------------------------------------------------------------------- 33
5.10. Core competencies ------------------------------------------------------------------------------------------ 34
Work: The way people relate to IT ------------------------------------------------------------------------- 34
Human rights : Private liberties ------------------------------------------------------------------------------ 35
Medical care : Health enters the digital world ------------------------------------------------------------ 35
6. RECOMMENDATIONS ----------------------------------------------------------------------------------------------- 36
2
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
7. DISCUSSION ------------------------------------------------------------------------------------------------------------- 37
8. REFERENCES ------------------------------------------------------------------------------------------------------------- 39
8.1. Bibliography ------------------------------------------------------------------------------------------------------- 39
8.2. Articles, magazines, press-------------------------------------------------------------------------------- 40
9. APPENDICES ------------------------------------------------------------------------------------------------------------- 41
3
Master Management International & NTIC
2006-2007
Marketing assignment
Tutor :
Pr. Jean-François DAVID
Marketing Plan
1. EXECUTIVE ABSTRACT
“Radio Frequency Identification (RFID) is a disruptive technology that has broad
applicability across the healthcare industry. With RFID, healthcare organizations (HCOs)
can automate inefficient manual processes to help increase operational efficiency and
improve the quality patient care delivery. RFID enables HCOs to positively identify
patients, accurately track mobile assets and patients, and optimize supply chain
inventory management and logistics. HCOs are investing in RFID today.
Healthcare
organizations are investing in RFID solutions today to better understand the viability of
the technology and to figure out how to leverage RFID to solve real problems within their
organizations.
Active solutions are propelling growth of RFID in healthcare.
Healthcare organizations are primarily deploying active RFID solutions for tracking assets
and patients.
With RFID, HCOs are achieving a compelling ROI to help increase
operational efficiency and improve the quality of patient care. Passive RFID solutions lack
a compelling business case. Healthcare organizations are having difficulties identifying a
compelling business case to justify an investment in passive RFID for patient safety and
inventory/supply chain management solutions. RFID solutions are not ready for largescale, enterprise-wide deployment due to healthcare organization concerns about
network
infrastructure,
network
scalability,
application
availability,
and
systems
integration complexities.”
Good, but a bit too much general ideas… Executive abstract is not a teaser, it is a real
"sales" synthesis of proposal ideas…
4
Master Management International & NTIC
2006-2007
Marketing assignment
Tutor :
Pr. Jean-François DAVID
Marketing Plan
2. CONTEXT
What if a person could be transferred to a hospital following an emergency call with the
confidence that his/her treatment would be efficient, safe, with accurate care and
reduced risks ? It may be hard to envision, but we have the knowledge and technical
assets to make this hypothesis come true. However, our medical system doesn't have
the infrastructure or funding to fully address these issues.
ok
Nowadays, the French emergency services are faced with an increasing number of calls (
4.5 million for medical emergencies, 650 000 SMUR operations, increase of 10% every
year) resulting in a high number of patients treated every day in hospitals. The latter in
turn struggle to manage the allocation of resources, cope with the fluctuating
flow of patients, coordinate the different steps of the procedure of emergency
care all along their course in different departments through to their release.
good
This triggers several issues like the difficulty to keep track of one patient's treatments
received, medicines absorbed name of the appointed doctor... On top of that, there is no
way to quantify the level of activities, the frequency of use of equipment and even
assigning the right skilled staff member to the patient has proven difficult to achieve. For
instance, 33% of patients’ s files do not mention the name of the doctor who is treating
them, and 20% of them are not readable; worse, 10% do not state any diagnosis. What
are the consequences of this alarming situation ?
OK
There still are hundreds of cases where the lack of coordination between the different
teams (Smur, Emergency and Intensive care departments) have led to medical
complications,
excessive
duration
of
hospitalization
and
additional
costs
supported by the national health service (“Sécurité Sociale”), resulting in a ever
bigger deficit. GOOD Plus, the slow and still manual process of patient’s medical files (or
partially computerized) in each department makes the task even more difficult for
the medical personnel when it comes to make critical decisions for patients’
sake.
yes
5
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
M. David, head of emergency services department of Cochin public hospital, has
cumulated, over his decades of service, a knowledge, that is to say a set of procedures to
follow, that could help improve considerably the emergency medical care processes.
Our company dedicates itself to the development of innovative software solutions for all
the health industry. The solution is at hand, through the combined technologies of the
healthcare supply chain: cutting-edge technology, support for decision making based on
procedural knowledge.
good
The following will address the quality and accuracy of patient care, based on future
patient expectations within our healthcare delivery system. This study will provide you
with the tools you need to achieve this goal.
Excellent part
3. OBJECTIVES
M. David, head of emergency department of a Parisian hospital, is looking for a
way to market his knowledge and the model of emergency care implemented in
Cochin public hospital.
Cochin hospital emergency service receives 50 000 patients every year, which means
that an average 130 emergency medical care procedures are performed every day. As
said above, there still is many things to improve in order to provide high quality services
to patients. This implies a better coordination of the emergency care chain, the patient’s
file and reaching greater accuracy in the choice of appropriated treatment.
ok
Taking this into account and after a thorough study of the different emergency
department processes at Cochin hospital, we identify three main domains in which our
input could make significant difference: the patient’s file, the management of resources
and the choice of appropriated treatment. Therefore, our main objectives in that study
will be the following:
1 / Identify and focus on our customer’s needs to be able to help him provide added
value services. This entails innovative methods and equipment that will allow to stand
out from the crowd. ok
6
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
2 / Reach an agreement with the customer in order to introduce cutting-edge
technologies and collaborative work chain (sustained interaction between stakeholders)
in healthcare industry.
yes
3 / Provide help to set up a field for study and medical research based on data collection
of patient history, treatment using statistics. The said studies could serve to measure up
the impact of technology on health public expenses.
ok
The actions derived from these key principles will be :
-
Improve the management of patient’s medical files ;
-
Provide the hospital with the needed tool to implement appropriated medical care ;
-
Maximize the use of the resources of the hospital.
4. METHODOLOGY
4.1. Methods
We used universal methods to prepare our marketing plan. This involved methodic
research of the market combined with teamwork management tools using various
frameworks:
-
Market study : benchmark (have a flavor of what is coming up next),
competitors analysis, data collection, quantitative analysis, qualitative interviews ;
-
Modeling our approach to the market: SWOT and PEST models for both the
hospital and the company in order to emphasize opportunities and identify the
external forces impacting upon this organization, Ansoff matrix to decide on
growth strategy, Porter’s 5 forces model, core competencies analysis using Hamel
and Pralahad framework… ;
-
Project management methods: simple RAM to evaluate the workload, Gantt
chart and WBS for planning and breakdown of tasks, Project charter to make sure
every member was aware of their role, Meeting management checklist to conduct
efficient meetings…
7
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
YES
4.2. Processes
4.2.1. Various tasks
The processes that are described here are the actions undertaken by the team in order to
produce a marketing plan. Preparing a marketing plan is much about research; that is
why we spent most of the time looking for information, searching for relevant and
accurate pieces of information. The main processes were:
-
Meeting the other team members (formal meetings) : we decided to meet
to officially discuss the methodology, the actual topic, the evolution of the idea
based on the data collected ;
-
Talk about the project on a regular basis but in informally (informal
meetings): they were more frequent than formal meetings. Their purpose was
to keep connections with the evolution of each other’s searches,
compare the
solutions offered by the competitors …;
-
Searching for information on the target market (actual research) : we
went hunting for information on healthcare, health services using first a very
broad scope (what’s happening in leading countries like the USA, UK, Japan…)
that we gradually narrowed to the market on emergency medical services in
France. This includes research on statistics, a deeper understanding of the
emergency procedures, and reading of professional press…;
-
Interviewing
of
possible
end-users
(interviews)
:
meeting
with
acquaintances working in emergency departments of hospital, medicine students ;
-
Report writing : the first synthesis of the research were summed up with the
help of mental models;
-
Rehearsing (preparing the pitch for
the presentation): emphasizing our
ideas with the best arguments to convince the investors of the added value and
the innovative aspect of our concept ;
OK good if no window-dressing…
8
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
4.2.2. Figure: Process Groups
funny and nice
4.3. Planning
The first marketing plan was produced over a period of one month, from the 6 th to the
26th of September 2006. The project was divided into tasks and sub-tasks which were
assigned to the different team members. After analyzing of the topic altogether during
the first week, the team gathered to exchange views on the way to approach the project.
A brainstorming session took place to discuss the best approach and ideas. Following
that, that is to say the week after, and once everybody had agreed on one solution, the
project was broken down into smaller tasks and domains to explore. Everyone started to
dig for more detailed information on a specific area of the topic. The final week was
dedicated to the writing of the final report along with the preparation for the final
presentation in front of main actors of the project. Below is a Gantt chart illustrated the
distribution of tasks as well as time management throughout the month.
9
Master Management International & NTIC
2006-2007
Marketing assignment
Tutor :
Pr. Jean-François DAVID
Marketing Plan
(See full size chart in appendice)
ok
Major milestones for our project are:
Dates
Deliverables
September 6th
Building of a complementary team (various
skills:
marketing,
law,
IT
and
management).
September 13th :
Definition of a creative idea
September 19th :
Submission of a first draft
September 26th :
Final presentation of our idea
5. MARKET STUDY
5.1. Emergency care
First of all, we focused on the medical emergency system and intend to synthesize its
functioning, in order to be able to position ourselves best and detect areas where news
services could be introduced. This approach requested a deep understanding of the
profession and all its processes.
10
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
GOOD
SMUR services were identified as the main stakeholder in the first phase of emergency,
as it is the first actor that administrates medical care to the patient. Taking one step
further, the following treatment of patients in emergency departments once arrived at
hospitals was studied. This phases included interviewing emergency care department
staff members (one internal student and one nurse) and ask them about their daily
activities, their needs, the qualities and weaknesses of the current processes.
Simultaneously, the study was oriented towards general state of the art hospitalization
and we went digging for statistics on the efficiency of patient care current treatments.
11
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
5.2. Statistics on emergency healthcare
First of all, the chart below sums up the course of the patient in emergency services of
hospitals. This is an extract from the book “Réduire les temps de passage aux urgences”:
GOOD

Waiting time: patients wait for doctors, available equipment and some actions like
the results of examinations and decision process leading to hospitalization take quite
a long time.
12
Master Management International & NTIC
2006-2007
Marketing assignment
Tutor :
Pr. Jean-François DAVID
Marketing Plan

Difficulty to deal with the fluctuating flow of patients: as a result, staff
members are overworked or have a too low workload, which brings additional costs.

No control on neither upstream nor downstream flow: no communication
between the different stakeholders, no common basics to build on.

Emergency
services
works
twenty-four
seven
but
the
efficiency
is
questionable :
-
Interrupted tasks
-
some staff are affected to several patients in a short lapse
-
staff qualifications are under or over exploited, which means the right staff is
often not assigned to tasks matching their competencies,
-

no control is possible : its is impossible to know who does what, when and how ?
Poor quality of service :
-
30% of patient’s files do not mention the name of the doctor who examined the
patient;
-
10 % of files remained without diagnosis ;
-
1 patient file out of 3 do not follow any official healthcare procedure ;
-
25 % of files are lost and unreadable.
OK

High costs :
Delays, re-doing of patients’ care due to misunderstanding and lack of coordination
between teams lead to excessive hospitalization duration and additional cost
consequently.
Datas concerning the Emergency Service :




Number of beds : 28
1 emergency situation each 29 seconds
130 attended patients
50 000 patients per year.
13
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
5.3. Customer’s needs
The data collection as well as studies of emergency medical services allowed us to draw a
general picture of main customer’s needs.
Current situation
Customer’s needs
Lack of coordination from upstream to Keep track and build a common referent for
downstream the emergency care.
all staff treating a patient.
Impossibility to control staff workload and Find a way to apply automatic controlling of
activities, nor the frequency of use of activities.
resources.
Repetitive tasks : fill in each staff member Allow a simultaneous update of a patient’s
with
the
patient
state
and
previously state record.
received care
Some patients do not receive appropriated Establish various profiles of patients that
treatment during their stay due to the necessitate special care due to allergies …
difficulty to establish risky profiles.
NOT BAD…
5.4. Creative idea
5.4.1. Our Innovative idea:
1. Analysis of the emergency services processes:

The emergency processes
Registration
Orientation
Box
Complementary Specialist
Analisis
opinion
Hospitalization
14
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
First, we should think about how and when we should integrate technologies in order to
realize an added-value in the emergency services processes. Our solution aims at
resolving problems of quality, time, and knowledge and equipment management.
We decided to concentrate on the processes that start with the Registration, or in other
cases when the emergency mobile services come to pick the patient, till the moment
when the patient leaves the service in order to be hospitalized, or to leave the medical
services in general as his problem has been solved.
2. Our solution:
We decided to intervene in different steps of the emergency process in order to improve
the time, the stocks and the knowledge management. We aim at offering the right
medical care at the right moment, without any delay and in that way to fluctuate the
process of medical care in the emergency services. OK
In that way the patient, but also all the medical equipment and the doctors tablet PC will
be equipped with an RFID chip. The wireless geo localization of the patient and of the
medical equipment will optimize the medical care and determine the availability of the
medical equipment.
The patients will receive a personified RFID chip integrated in a bracelet given at the
moment when they come in the emergency services or when the ambulances pick them
up. The emergency services equipment will be also marked with an RFID chip. good
This RFID chip will follow them in all the steps of emergency process and transfer the
information in real-time to a monitor that will show in plasma screens the information
about the patient, but also about the material and staff availability.yes
A software solution is also proposed, that allows a follow–up of the patient’s medical file
and establishes a decisional tool for the medical staff. Actually, the patient’s data will be
filled at two moments. If the patient has a medical file in the hospital (he went to a
doctor of that hospital before the emergency) so as the medical staff could access to his
medical data (allergies for example) and offer a better medical care. In all cases, even if
the patient never came before to the hospital, his data will be entered at the moment of
the accident (when the ambulance pick him up or when he arrives in the emergency
services) as to organize his follow-up in the emergency services.
ok
Our solution is based on two main products:
-
An RFID chip integrated in a bracelet given to each patient at the moment when they
integrate the emergency services or when the ambulances pick them up. These RFID
chips are completed with necessary equipment (Tablet PC, RFID drivers).
15
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
-
Tutor :
Pr. Jean-François DAVID
A software solution managing: the patients, the available resources, decision process
and may give information if the patient has a file reiterated in the Hospital data base.
They complete each other and they will be saled together as a pack.
GOOD DESCRIPTION
A) RFID
All the patients as soon as they are integrated in the hospital emergency services or
when they re pick up by the mobile services receive a bracelet that integrates an
RFID chip.
-“Radio Frequency Identification (RFID) is an automatic identification method,
relying on storing and remotely retrieving data using devices called RFID tags or
transponders. An RFID tag is an object that can be attached to or incorporated into a
product, animal, or person for the purpose of identification using radio waves. Chipbased RFID tags contain silicon chips and antennas. Passive tags require no internal
power source, whereas active tags require a power source.” Wikipedia.
In our case we might be interested by the passive RFID as the passive tags have no
internal power supply, passive RFID tags do not require batteries, can be much
smaller, and have an unlimited life span.
Passive RFID:
-
don’t have internal energy
-
receive energy from outside (inductive energy)
-
have a simple message and the R&D trends to increase its memory
-
cheap
-
disposable
-
very small size
ok
16
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
B) The software solution
To respond to the various demands of the customers, we decided to develop a software
solution that processes flows of information the emergency and hospital received on a
daily basis. This software is organized in modules and is based on the wireless data
transfer through RFID technology. For the Cochin hospital, three main modules will be
developed:
-
Electronic patient file ;
-
Management of the hospital resources;
-
Clinical decision support tool.
o
The electronic patient file
The first data entry phase will allow us to computerize the data of patient already
available in the hospital. They may be hard copies or partially computerized. The data
collection is going to feed a huge data base of patient records with the previous
treatments, examinations they already received as well as results (IRM scan, radio...),
names of doctors. This electronic file may be sent over to other hospitals that use the
same system, so that in the product is indeed sold to many hospitals, it will become a
standard in healthcare industry.
clear
o
Management of hospital resources
We previously saw that the mismanagement of resources (staff and schedules, boxes,
waiting time, assignment of nurses to patient, redoing of examinations, lack of
coordination between work teams...) costs the hospital a lot in terms of duration and
money. What we propose now is a tool that enables the hospital to manage and control a
series of processes:
-
Automatic facilities management & asset tracking (rooms, equipment, patient
dispatching);
-
Tool to monitor time management (exceeding patient waiting time, number of
patient waiting, schedule planning...);
Yes, but don't you think that already exists?
o
Clinical decision support tool
17
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
This tool is the most important tool and it is the one that makes us stand out from the
crowd (of competitors). Decision making for patient is based on datamining
technology combined with relevant medical data gathered by senior doctors at
the hospital. That is to say: they have had, over their years of practice, experienced
various treatments that can be more appropriated for risky patients, patients that require
special treatment (allergies to particular medicine, asthma...). We will compute this
treatment and linked them to the patient file. Then, in the future, as soon as a patient
comes up with the same characteristics (meaning allergies to medicine...), when entering
their personal medical history, the system will suggest the most appropriated solution
based on with has been successfully done in the past.
Moreover, a general treatment suggestion file or procedure will be generated from
patients that present the same risks. To sum up, this tool ensures:
-
Decision support based on previous experience on risky patient;
-
Generation of medical procedures which all staff members will refer to
in case of emergency.
Classified data
OK, but same remark, what is already existing….
5.4.2. Our Mission: We are a young start-up that integrates technology into emergency
care industry niche, in order to develop and optimize the best care practices that a
hospital provides to their clients.
5.4.3. Our Vision: To become a leader company in integrating technologies in the
emergency care industry, within a period of four years. First, Centoramo will develop its
strategy in France, a known market, before becoming stronger and going for new
markets (especially in European and Asian countries as the North American market is
almost saturated).
5.4.4. Our Values:
Listening and attending to the customer

In Centoramo each client has the same importance, so, we give to each one the
best of our technological research and development.

We offer technological business solutions that meet our customers' needs.

Our customers are satisfied with our service.
18
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan

Tutor :
Pr. Jean-François DAVID
We deliver our promises.
Together, with mutual respect

We value and trust each other and operate openly.

We support our employee’s skills and desire to develop.

We gain good results in co-operation.
Development and environmental awareness

We continuously develop our practices and products.

We improve our services and methods, taking the environment into account.

We do not cause any unnecessary harm to the environment.
Profitability and rewards

Profitable operations are everyone's responsibility.

Profitable operations secure our future.

We reward our employees for good results.
Not bad, but a bit "blue sky…"
5.5. Study of the open market
Our investigation reveals that the market of medical emergency has a huge potential.
A) Size of the market
Our investigation reveals that the market of medical emergency has a huge potential.
According to the FHF (“Fédération Hospitalière de France”), public hospital operate on a
50 M€ budget. 10% of this budget is allocated to service equipment. Out of these 10%,
5% are dedicated exclusively to IT. Are you sure of these 5%?
Almost all French hospitals have emergency services. There are 1032 public hospitals in
France.

50M€ budget for hospital in 2006

5% of this budget is allocated to IT

1032 public hospitals operates in 2006
19
Master Management International & NTIC
2006-2007
Marketing assignment
Tutor :
Pr. Jean-François DAVID
Marketing Plan
Our open market represents an amount of 5 000M€.
Ok for IT, but not for your open market (your ambition is not to be on all IT
hardware, software, applications, services markets, but on a specific niche…)
B) Market trends

Change in technology
Most industries are now adopting integrated systems (retail, aviation…). These systems
give access to each staff member to a system that enables useful collaborative work.
ok

Change in requirements
Nowadays, a greater emphasis is put on the quality of service provided to clients. This is
especially relevant for public service in healthcare.
Implementation
Utilization
Cost Justification
RFID Pi²lot
What is the link between that and your RFID curves?
Two technologies :
Bar code and RFID
Time
RFID revenue
RFID costs
Graph A:
20
Master Management International & NTIC
2006-2007
Marketing assignment
Tutor :
Pr. Jean-François DAVID
Marketing Plan
As the graph A shows, the bar code’s time line and the time line for identification by
RFID, the measurement of the cost in front of the RFID revenue takes the same form
that the typical supply -demand economy curve. As RFID revenue curve raises towards
the right, at that point in which the revenue, or the benefit, provided by the use of the
RFID labels begins to surpass the cost to produce these labels. Also, it is in this point
when the adoption of the identification by RFID begins to have a potential commercial
sense.
But the problem of the cost of a RFID label depends on how it is defined what represents
the label.
The value of the investment depends on a number of issues, including the type and
number of tags being used, the information being managed, and the goals of
management.
ok
5.5.1. Internal market analysis: SWOT
SWOT for the Cochin hospital
Strengths
Weaknesses
I
-
High quality services ;
N
-
Optimization
T
E
of
the
use
of
the -
Necessary training for all users ;
Costs ;
resources ;
-
Growing number of patients ;
R
N
Opportunities
Threats
E
-
Reduced costs ;
X
-
Put France on the front scene for new
-
T
appliance of emerging technologies in -
E
health industry ;
Insufficient budget allocated for this
project ;
R
N
OK, and so what? You don't explain enough how your solution plays on SWOT…
5.5.2. Internal market analysis: PEST
Political
-
Government
Economic
is
in
the
process
of -
Huge
deficit
of
the
national
health
21
Master Management International & NTIC
2006-2007
Marketing assignment
Tutor :
Pr. Jean-François DAVID
Marketing Plan
modernizing the health services (e.g.
“carte vitale”) ;
department ;
>> possible funding from UE ;
>> this solution might be welcomed and
could become a standard ;
-
Patients might not be ready to pay more
for healthcare ;
-
UE is examining similar projects about >> this could be a brake ;
emergency care solutions ;
>> possibility to get funding from Brussels;
>>
Strong social capitalism model ;
government
might
involve
in
project;
-
Hospitals
;
>> RFID is an emerging technology that is
are
not
granted
enough poised to be used in numerous industries;
resources ;
-
>> software may compensate this lack ;
-
the
Trend to blend technology and medicine
Hospitals
still
don’t
use
integrated
systems;
lack of uniformity in the treatment of >> innovative aspect of this project that
medical emergencies ;
allows to stand out from other hospitals ;
>> training
Social
Technological
OK
22
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
Network
5.5.3.
Model:
Network model
Capital
Government
Private investors,
govern me nt founding
Labor
Ministry of health services
Suppliers
Internal
ressources
Capabilitities
Positions
Science
Organization
Consumers
Hospitals, clinics…
RFI D technology
Competitors
PCTS, IBM, Infologix…
OK
23
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
5.6. Competitors’ analysis
PCTS
IBM
Patient Care
Technology
Systems
Software provider
MEDITEK
Provider of
patient safety
solutions
MEDITEK PRAXIS
software applied to a
pharmaceutical
database
A comprehensive
ED information
system
Implemented in
US
Integrated and
intelligent
solutions
Development of the
Health Data Network
(HDN) to provide the
hospitals with access
to the Internet
Infologix
Medinous Health
Systems
Identify, track,
monitor people and
asset in the hospital
Medinous Hospital
Management System
Based on active
RFID technology
Deliver real conceivable
benefits to hospitals
and clinics
Differenciation =
RFID process
(design,
development,
implementation)
Flexible, easy to use
Cover a wide range of
Hospital administration
and management
processes
Powerful and reliable
IBM Global Network.
GOOD
As an emerging technology, RFID is essentially used nowadays, for marking products
with electronic chips in order to follow the movements of stocks, thanks to radio
frequency.
Even if, for the moment this technology is marginal, it will probably become, after GSM,
the most widespread wireless technology for the next century. The main RFID market is
dedicated to Security (62.2%), and the most outstanding growth is situated in Supply
Chain Management field. Marking human beings represents only 0.34%, it’s a marginal
part in a marginal market.
Since the beginning of the 21rst century, and particularly since 2005-2006, few initiatives
were launched in several hospitals in USA, UK and France (Grenoble and Nice hospitals,
Birmingham Hospital). So we may conclude that the market in the emergency industry
just starts by being developed and that it’s very poorly developed in Europe compared to
North American initiatives.
OK
24
Master Management International & NTIC
2006-2007
Marketing assignment
Tutor :
Pr. Jean-François DAVID
Marketing Plan
5.7. Implementation scenario
Firstly, we are going to do an alliance with Cochin hospital in France. This alliance will be
our pilot experience, in which we will can analyse our service in order to expand our
market and at the same time our portfolio of services. For instance, our market
expansion would be to work with the other french hospitals interested to acquire our
product in order to improve their emergency services as Cochin would do it.
OK, bu who finance the proto?
Later on, we will do a negotiation with the french goverment for standarizing the
emergency care french system. Thus, this emergency care model will be reproduced in
another contries around the world, and at this moment we will can to offer another
complementary services that will have been developed through the time, like pacients
process information through screens in the hospital lobby, inventory of
medicines,
statistic information system and so on.
Stage 1.
Cochin
CENTORAMO
Stage 2.
Hospitals in Paris
Stage 3. Hospitals in
France
Stage 4.Hospitals in
Europe
Stage 5. Hospitals
around the world
ok
5.8. Value chain
25
Master Management International & NTIC
2006-2007
Marketing assignment
Tutor :
Pr. Jean-François DAVID
Marketing Plan
CENTORAM O V ALUE CHAIN
Infrastructures
Legal, Accounting, Financial Management
HR Management
Manpower planning : technical assistant and trainer hire,
organization of training f or our employ ees
R&D
Technology / competition monitoring, Research, Local testing
Procurement
Suppliers (RFID technology supplies : tags and readers),
Subcontractors (data collection, equipment maintenance)
LOGISTICS
OPER ATIONS
SALES & MKG
SERVICING
- Ordering
- Receiv ing
- Data transf er
-Collection of data
-Sof tware
dev elopment
-Customization
-Testing
-Installation
- Test on-site
- Sales subcontracting
-Attendance to
- Conv ention, medicine
conv ention
- Agreement with Cochin
- Training
- Technical assistance
- Warranty
- Software Upgrade
- Special discount on
additional modules
Value added
For
Centoramo
Greater
Satisfaction
For Cochin
patients
TechParadise (Asia) Electronic equipment wholesaler - supply of RFID tags – readers
Ad ministOR (France) Administrative servic es – data entry of Cochin patients’ files.
Hospital Cochin :
Healthcare public institution - a special agreement will be set up
in order to access patient’s inf ormation
Marketing agency : Sales – partnering with doctors, presentation of the solution in
medicine conv entions, incentiv e sales to doctor f rom other
public hospitals
OK
our offer in terms of market / product newness STRATEGY OF GROWTH
26
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
In order to decide on our market growth strategy, we use the Ansoff matrix that helps
positioning.
Ansoff
matrix
Existing products
New products
Existing
Markets MARKET
PENETRATION
PRODUCT
DEVELOPMENT
New
Markets MARKET
DEVELOPMENT
DIVERSIFICATION
We already have competitors on the healthcare software solutions market. Plus, we
demonstrated earlier on the demand for software solutions in emergency services. So,
we can say that the market is existing, but :
-
our products integrates various elements and aims to develop a common base for
the hospital whole supply chain ;
-
we aim to meet a wider than our competitors;
-
until now, nobody had worked closely as we did with one hospital, dealing with
patient’s information;
-
we develop an innovative datamining tool that we introduce in the health industry.
For these reasons, we can say that our product is a new one on the market : we will then
adopt a strategy of product development.
This strategy implies developing new competencies which can appeal to
existing markets.
OK
Centoramo integrates RFID technology into emergency care industry creating products
which optimize the Cochin hospital processes.
27
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
Decision tool
In order to evaluate the risks and consequently to decide if it is worth going for this idea,
we use the decision matrix that allow us to position our products and confirm the
feasibility of our project.
The decision tool takes into account the possible benefits as well as the risks.
Regarding our software product, we can say that the risks are reasonable for the
following reasons:
-
The RFID technology the software is based on is an emerging technology that is
poised to enter many industries in the newt years: retail, aviation, car...
-
There is no development cost except from software development, which means
we do not create a new technology but we make the most of one that already
exists.
28
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
On the opposite, the possible benefits are important. The implementation of this software
in a company will benefit all stakeholders: the Cochin hospital, the patients, Centoramo
and the government:
-
Cochin hospital will improve the level of quality;
-
Cochin will optimize the use of resources and reduce its costs in the long run;
-
Cochin will be able to control the performance of its processes;
-
The Government will at last step in the world of new technology;
-
Special needs of patients will be addressed ;
-
There will be less waiting time and reduced hospital fees in the long term for a
better quality of service.
The above decision chart show us that the our product is positioned at the GO stage :
high benefits for reduced risks; therefore we should definitely GO FOR IT before
competitors.
This graphic representation illustrates the development of the prototype will be made by
ourselves and that will allow to reduce costs.
Why not….
5.8.1. Routes to markets
Good chart
5.8.2. Partnerships
29
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan

Tutor :
Pr. Jean-François DAVID
Cochin First of all we aim to reach an official agreement with the
Cochin hospital in order to be able to collect data and work with the
staff during an extended period of time This period will allow us to get a
deeper understanding of the customer s need on a daily basis.
Informations concerning the Cochin Hospital
This could be in the appendix…
Groupe
hospitalier
COCHIN
Groupement hospitalier universitaire Ouest
-
SAINT-VINCENT
DE
PAUL
History :
Situated in the XIVth arrondissement of Paris, the Cochin Hospital was created in 1780.
During its history it has annexed several establishments nearby situated: the Ricord
Hospital, the maternity hospitals of Port-Royal and Baudelocque and the Tarnier
hospitals. Since the 26th of January 1999, the Children Hospital of Saint-Vincent de Paul
- La Roche- has been associated in order to create the Cochin Hospital Group.
Statistical datas:
1152 beds, including :
Number of beds :
Number
:
Number
Number
Number
of beds in the Mental Hospital
of consultations :
of admissions :
of births :

1102 in Extreme

22 in Psychiaty

0
in
medium
hospitalization
and
long-stay
80
540067
47381
5761
Datas concerning the Emergency Service :




Number of beds : 28
1 emergency situation each 29 seconds
130 attended persons
50 000 patients per year
o
Supplier: We will buy RFID equipment (tags, PDA readers and tablets PC)
from an Asian based wholesaler. This will allow us to get basic equipment
at a cheaper price.
30
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
inc.

Subcontractor The first phase will consist on data collection The hard
copies of patients files will be entered into a common patient database We
will subcontract the data entry phase as this is a repetitve task that does
not require special skills By doing so we get to focus more on our core
competencies.
5.9. Marketing Mix
_______________________________________________________________________
5.9.1. Problems
 How to introduce our RFID technology solution for emergency system?
 How to market our products?
 How to set get market place and build up a good image for our corporate?
5.9.2. Strategy
2.1.
Targets
Emergency services: services and ambulance organizations.
2.2.
Indirect targets
The users, people who are supposed to benefit from emergency service. Particularly
few categories are concerned, aged people, pregnant women, danger profession, etc.
2.3.
Primary
target
31
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
The emergency services, in this case the Cochin Hospital emergency service.
2.4.
Positioning
We are a small start up (7 people), launched in Paris in 2006, we decide to center our
activity in a niche industry by providing the emergency services with RFID technology
solutions. This sector just starts to be developed in few hospitals as pilot-project. We
thoroughly believe that RFID is future solution in all sectors and particularly in the
medical one and we plan to be a genuine challenger in this sector.
Broad target
Narrow target
Competitive scope
Porter’s generic position
CENTORAMO:
Differenciation
focus
Lower costs
Differenciation
Cost advantage
2.5.
Axe of differentiation
In front of big international companies we are offeringWe are not provide “RFID and a
software” but a RFID technique solution and monitoring service with a high flexibility.
2.6.
Objectifs
We aim 13 percent market place in the first year on the RFID technology market, and
20 percent in the second year, and then, we expect a 5 percent increase of our
market share. We expect 3 millions dollars in the first year and 10 millons for the
second year.
OK
5.9.3. Products
We provide 2 types of product:

Develop RFID Technology solution for Cochin Hospital( Paris)

License of RFID Technology Software.
32
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan

Tutor :
Pr. Jean-François DAVID
Services: Training, monitoring, maintenance to company you reengineering
project.
5.9.4. Price
RFID technology is a relative new market, usually we can have a creaming price, but
considering we are a start up corporate, we have no heavy overheads and we are
planning to occupy high market place so we will use a penetrating price.

RFID chip will be free(in quantity compatible with the sold products)

For Cochin Hospital: for the development, market price should be 200,000€, but
we will own the license, so we propose 100,000€, a very competitive and attractive
price.

License of RFID Technology Software: 15000€

Services: depends the project and service required
GOOD
5.9.5. Place (channel of distribution)
Our distribution channel will be B to B, our sales will negotiate directly with the hospitals.
OK
5.9.6. Communication plan
a) Objectives of communication:

Inform existence of our corporation

Build up good image

Help to install positioning of the corporate

Inform public contributions of RFID technology in emergency care sector.
b) Targets of communication:

Hospitals, ambulance organization, public
c) Axe of communication

CENTERAMO provides RFID technology solution to minimize your risks in case
of emergency.
d) Communication mix
Why not?
33
Master Management International & NTIC
2006-2007
Marketing assignment
Tutor :
Pr. Jean-François DAVID
Marketing Plan
Public Relations: Journalist document, press release, , web site.
Advertisement: Video advertisement and billsticking in the hospitals; billsticking
health care organizations.
Sales forces: after the well-established partnership with Cochin hospital, our Sales
forces sell door- to-door to hospitals incrementally.
5.10. Core competencies
Innovative
are
at
the
products,
core
of
reliable
our
quality,
competence
and
and
a
comprehensive
at
the
same
range
time
of
services
represent
key
advantages for Cochin, since it can use those advantages to the benefit of their patients.
Our core competences are based on:

In-depth knowledge of integrated maintenance concepts for Cochin emergency
situations.

Unique knowledge of process management for progress and budget monitoring.

Specialised knowledge in the areas described under “core activities”.
ok
Core activities:

Assembly, installation, maintenance, repair, renovation, modification, relocation
and extension of all kinds of technical installations, ranging from process
installations to process supporting installations and equipment.

Consultancy and technical management (maintenance management)

Project management and execution.
5.10. Cultural aspects
Work: The way people relate to IT
Part of the staff might not be familiarized with computers.
34
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
The introduction of computer might place a psychological barrier to some users, that
might be reluctant to use this tool. We must bear in mind that there are people in the
staff that are not used to using computers on a daily basis or that have deep rooted work
habits (for instance the use of hard copies) but we intend to address this issue.
ok
Human rights : Private liberties
This product might raise the issue of privacy as the patient might be unwilling to wear a
bracelet where all their medical details / history are stored. For example, this could worry
HIV-infected people that are treated in our hospital. Even though only the staff of the
hospital is able to read it, there may be some who will talk about private liberties issues
associated with this tool.
SURE…
Medical care : Health enters the digital world
With this IT solution, health is definitely entering the world of new technologies of
communication. In other words, it is yet an other sector of activity where IT is becoming
the leading work tool : the implementation of ICT in almost every single everyday life
action is transforming our society and our cultures.
OK
35
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
6. RECOMMENDATIONS
In order to optimize the quality of the product we will develop, we will associate it with
complementary services that will ease its use. These actions take place throughout the
implementation process, from the gathering of customer’s need to the actual installation.

Collaborative work with the emergency department staff :
Interviews, workshops will take place to prepare the list of functionalities according to
the situation: this will help defining the needs as the flaws of current systems will
appear clearly.
ok

A highly “moduled” software :
Our software solution is organized in different modules: the ones that we
implemented are tools to manage the patient information using RFID technology, a
clinical decision support module and a hospital resources management module.
This implies that in the future, we are planning to develop other modules to support
the whole supply chain : collaborative work platform with medicine and medical
equipment suppliers, ambulance monitoring and management tool…
yes

Regular user training :
Before executing the software, a period of training sessions will be held to familiarize
the staff with the tool. These sessions will include real situations tests using
prototypes.

Measurement of performance :
Following
the
implementation,
performance
measurements
will
be
rigorously
established : gain in time, customer satisfaction, cost, hospitalization duration…

Active technology monitoring :
36
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
Our company is specialized in the development of business software that use the
latest technologies. In order to be able to seize the opportunity for growth of a
technology, we conduct active and regular investigations, studies and benchmarking
to detect emerging trends and be able to offer the best service to customers.
Besides, the RFID technology being on a ascending slope, we are currently working
on solutions including active RFID and bracelet to be permanently worn by impotent
patients.
7. DISCUSSION
Good attempt
Assumptions:
-
Number of Cochin patients is a Normal distribution (µ=50000 patients , δ= 0,7
???)
37
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
-
Tutor :
Pr. Jean-François DAVID
Number tags and readers is related with Cochin patients and Hospital’s tags stock.
Our ROI shows that we are going to obtain a rentability of 24,06% in 3 years just with
the services that we are going to offer in the present, so we could think that with the
others services that we can offer due to RFID technology, this ROI could be even more
high, for instance, our inventory service is an extension of the fact to use RFID
technology for the emergency care situations.
38
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
8. REFERENCES
8.1. Bibliography

How to write a marketing plan, John Westwood

Management stratégique des services, Eric Vogler

Dirección estratégica, J ohnson, G.; Scholes, K:
Prentice Hall.

Réduire
le
temps
de
passage
aux
urgences,
Mission d’ Expertise et d’ Audit Hospitalier
39
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
8.2. Articles, magazines, press

Etude de la société française de la médecine d’urgence :“Cahier des charges
national pour l’informatisation des services d’urgence”

“Programme de médicalisation des systèmes d'information et réanimation :
impacts socio-économiques” P. Moine 1, B. Garrigues 2Conférences d'actualisation
2000, p. 613-622. © 2000 Éditions scientifiques et médicales Elsevier SAS, et SFAR
8.3. Webography

Jean François David’s website : http://www.davidjf.com


Ministry of Health official website : http://www.sante.gouv.fr



Research material, methodology…
Official report and research studies results ;
Emergency doctor association :

Information on major emergency procedures…

Online business classes: http://www.tutor2u.net ;
Methodology on how to make the most of marketing frameworks…
40
Master Management International & NTIC
2006-2007
Marketing assignment
Marketing Plan
Tutor :
Pr. Jean-François DAVID
9. APPENDICES
41
Master Management International & NTIC
2006-2007