MARKETING MANAGEMENT

Project

HEALTH Z

Done by NITHISH L
1sem PGDM
2023-25

EXECUTIVE SUMMARY
 Health Z is a service company with AI-powered medical
application designed to revolutionize healthcare accessibility and
patient care, this app is powered by artificial intelligence bot to
provide personalized, efficient, and accurate medical assistance to
users globally with connecting different hospital.

This app uses the machine learning algorithm which can also have
global demand due to increase in demand of telemedicine and AI
in healthcare will be accepted worldwide. Moreover, our
commitment to data security and user privacy ensures a
trustworthy and reliable platform.

Health Z is a new era in which healthcare experience by

leveraging AI bot and with expertise doctors to empower patients,
assist healthcare professionals, and bridge gaps in the current
medical system. With a user-centric approach and technological
innovation at its core, our app is primed to make a significant
impact on the future of healthcare.

The core aspects of an AI-powered medical app, emphasizing its

unique features, market potential, competitive advantages,
business model, and potential impact on the healthcare industry.

1.0Introduction
In the technological advancement era, many inventions are
introduced like Artificial Intelligence but now it is also into
the health care sectors also which might be revolution in
changing traditional healthcare into a modern way Health Z is
app which uses the utmost capabilities with certain limitations
offer an array of functionalities that not only streamline
medical processes but also facilitate proactive healthcare
management. From rapid and precise diagnostic assistance to
tailored treatment recommendations, remote patient
monitoring, and an extensive repository of verified medical
knowledge, this also fulfill the gap of healthcare delivery with
highest standard with more reliability and quality.

1.1Mission

The mission of the healthcare application is to provide the

healthcare facilities like data collection, provide accurate
information of persons health and fix an appointment for
treatments with experts in all-in-one app and also AI bot will
provide solutions for the illness at the peoples convince time.

1.2Vision

The vision of the Health Z is to provide health care services at

affordable cost and to facilitate stronger connections between
patients and healthcare providers, promoting collaboration
and transparency for better health outcomes. And make sure
that health care should be available at every part of INDIA.

1.3Raison d'être
Health z has significant importance in healthcare industry
because it aims to fulfill the GAP of accessing technology to
get instant and personalized results with an medical assistance
and also links the hospital located nearby to ensure that
everyone can access the healthcare facilities and supports
regardless of their location and background, this platforms
helps to take proper decision by remote offering tools and
insight to the users with AI driven advancements with making
a difference in people's lives to improve their quality of life
with innovative health care solutions with data safety with the
trust and confidence in the service to encourages users to take
preventive measures and manage their health conditions
effectively.

1.4Objectives:

 To Create and refine a robust, user-friendly platform

powered by artificial intelligence to deliver accurate
diagnoses, personalized treatment recommendations, and
remote monitoring capabilities.

 To improve the accuracy of diagnoses by redefining and

training the AI algorithm with up-to-date medical data
and research.

 To maintain accurate data base with real time tracking of

health reports and fix the appointment with the doctors
on the crucial situation where there is filed treatments
need to doen.
  To partnerships with healthcare providers, institutions,
and professionals to broaden the platform's reach,
enhance credibility, and promote collaborative healthcare
practices.

 By user engagement the feedback and satisfaction level

can be identified which can be helpful to regenerate the
platform to get max users and their loyalty towards this
app.

 Health Z, focus on technological advancement,

personalized care, user accessibility, collaboration,
innovation, and positive contributions to healthcare
outcomes.

1.5PESTLEED analysis:

1-Political
 Rules and regulations: Changes in healthcare policies, regulations,
and compliance standards may affect how Health Z operates, particularly
regarding data privacy and medical regulations.

 Government initiatives: Government funding, support, or

initiatives toward AI in healthcare could influence the project's
development and adoption.

2-Economic
 Capital: Economic fluctuations, funding availability, and investment
opportunities in healthcare technology may impact the project's budget
and financial sustainability.

 Cost of health care: Affordability and access to healthcare services

can influence the market demand for Health Z's solutions.
3-Social
 Health awareness: To make public aware about the AI app, how to
use it is important.

 Demographics: Aging populations or shifting demographics might

lead to increased demand for remote healthcare solutions like Health Z.

4- Technology
 Data security: The cybers hacking might be a threat and maintaining
users with the trust of security is important by upgrading the security
system.

 Advancement in AI: Rapid advancements in AI algorithms can

enhance Health Z's diagnostic accuracy and treatment recommendations.

5- Legal
 Data privacy rules and regulations: Adherence to data
protection laws and regulations (like HIPAA, GDPR) is essential,
impacting data handling and storage practices.

 Registrations of IP: Ensuring patents and copyrights for proprietary

algorithms and technologies can safeguard Health Z's innovations is
especially important.

6- Ethical
 Ethical AI use: AI decision-making, particularly in medical
diagnosis and treatment recommendations, influence trust and acceptance
among users and regulators.

 Access to people: Ensuring Health Z's availability and affordability

to all socio-economic groups promotes ethical healthcare access.
7-Educational:
 Health literacy: Promoting health education and literacy through
Health Z can empower users to make informed decisions about their well-
being.

 Training and adoptions: Encouraging healthcare professionals to

embrace AI technology through training and awareness programs
supports the adoption of Health Z in clinical settings.

1.6SWOT analysis:

Strength:
 User friendly platform
 Advanced AI algorithms for accurate treatment recommendations and
monitoring
 Hospital and doctors, medical connectivity all over India
 Data safety of users
 Verified data base for providing the medical information for the people’s
issues in their health.
 Government approval as safest app.

Weakness:
 Dependence of IT infrastructure might face technical glitches or
connectivity issues.
 Acceptance of AI in healthcare is in starting stage to be adopt by people
might take more time.
 Compliance with evolving healthcare regulations and data privacy laws
could pose challenges or delays in expansion or implementation.

Opportunities:
 Growth of demand in telemedicine might be demand for remote
healthcare solutions present a significant opportunity for Health Z
 Partnership with all the intuitions with health care providers can expand
the Health Z reach in India.
 Rapid technology advancement Opportunities to capitalize on ongoing
technological advancements to further enhance AI capabilities and user
experience.
Threats:
 Data privacy and security public awareness and sensitivity to data
privacy might lead to user reluctance or legal challenges if not addressed
adequately.
 Health care regulation could pose challenges in terms of compliance and
adaptation for Health Z's operations.
 Competition can be Increased from existing or emerging AI-driven
healthcare solutions poses a threat to Health Z's market share and user
base.

1.7 Internal value change analysis :

1-Research and development:

Advanced machine learning algorithms for accurate diagnosis and personalized
treatment recommendations. And updating a comprehensive database of
verified medical information and resources.

2- Technological infrastructure:
Designing the user-friendly interface and ensuring seamless connectivity and
functionality of the application and taking measures to safeguard user data and
comply with data privacy regulations.

3-Operations:
Integrating AI algorithms to deliver rapid and accurate diagnoses based on user
input and provided and also personalized treatment plans and recommendations
based on individual health data and medical history.

4-Marketing and sales:

Making plan to attract and retain the consumers including professional and
users by collaborating with all health care providers to increase the use of this
app.

5- Customer support and service:

By Offering customer support services, including FAQs, tutorials, and
responsive help desks to address user queries or issues and Collecting user
feedback to enhance the platform's functionality and user experience.

6- Legal and compliance:

The health care regulations, data privacy laws, and ethical AI practices are safe
guarded proprietary algorithms and technologies through patents and
copyrights.

1.8:The Market gaps:

The market gap for this service oriented application is lack of accessibility of
remote healthcare diagnostic tools and also there is delay in diagnosis report and
it can be false report also, even traditional healthcare system has limited
collaboration with expertise professionals and technology but the generalized
healthcare facility will not take care of individual patient needs there is no
instant consultation with doctors even in the emergency situation also in the
ground realities bases.

1.9:How the gap will be fulfilled

 The gap will be fulfilled by making a road map of the gap by offering
treatments, recommendation in all geographical places.
 Providing rapid and accurate diagnoses with AI to get accurate treatment
recommendations.
 Connecting all the healthcare specialist in case of emergency cases and
by providing a platform for healthcare providers to leverage AI-driven
insights and collaborate with patients for improved health outcomes.
 Offering accurate treatment plan for the people as per their medical data
and the medical history
 The app will contain database of verified medical information, research
articles, and educational resources, empowering users with reliable
health-related knowledge.

1.10 Competitors:

 Ada Health: Provides personalized health assessments and symptom

analysis, offering preliminary diagnoses and information on potential
conditions.

 Buoy Health: Offers AI-powered diagnosis based on symptoms and

provides personalized care recommendations.
  K Health: Allows users to consult with doctors, provides personalized
treatment plans, and offers tracking for health metrics.

 Doctor on demand: Offers video consultations with healthcare

professionals for various medical concerns.

 Teladoc Health: Provides on-demand virtual healthcare consultations,

including primary care and mental health services.

 Olive AI: Focuses on AI automation and assistance for healthcare

administration and operations within healthcare systems.

 Prognos: Specializes in AI-driven analytics for predicting and diagnosing

diseases based on healthcare data.

1.11Strategic marketing:

A-Value propositions
The value proposition for Health Z is to provide healthcare facilities to all the
people at affordable cost with the user’s convenience. Some components are:
 Personalized health care access
 Partnership with all the healthcare providers
 Improving the health outcomes of users
 Accurate medical information
 24/7 Support
 Data security
 Use of AI

B- Customer segmentation
 Health consciousness-oriented segmentation
 Family caregivers-oriented segmentation
 Geographical oriented segmentation
 Income oriented segmentation.
 Age oriented segmentation.

C- Customer targeting

Age based consumer targeting:

  Young Adults (18-35): Focus on convenience, accessibility, and tech-
savvy features. Highlight how Health Z fits into their fast-paced lives,
offering quick and accurate healthcare solutions.

 Middle-Aged Adults (36-55): Emphasize Health Z's for busy

professionals, enabling proactive health monitoring and personalized care
recommendations.

 Elderly Population (55+): Highlight remote monitoring features for

chronic condition management, promoting ease of use and the platform’s
assistance in maintaining independence.

Health consciousness consumer targeting:

 Highlight fitness tracking features, personalized wellness insights, and the
platform's role in supporting their health-conscious lifestyles.

Tech Adoption-Based Targeting:

 Tech-smart Users Highlight the platform's advanced AI capabilities,
substantiated health perceptivity, and easy- to- use interface for those
comfortable with technology.

 lower Tech-smart Users concentrate on the simplicity and stoner-friendly

nature of Health Z, emphasizing ease of navigation and minimum
literacy.

Income based Targeting:

 Rich Users: feature premium services, exclusive features, and
substantiated care for those glad to inoculate in complete healthcare
results.

 Budget- Conscious Users: Stress affordability, value for money, and

availability to quality healthcare services.

Geographic-Based Targeting:
 Urban area: Stress the convenience of accessing healthcare remotely,
especially for those with busy urban lifestyles.
  Rural or Remote Areas: Emphasize Health Z's ability to bridge the gap in
healthcare access for those living in remote areas without immediate
access to healthcare facilities.

1.12Customer persona:

A-Tech-Savvy Taylor (Age: 25-35)

 Background: Works in a fast-paced urban environment, values efficiency

and convenience.
 Traits: Comfortable with technology, seeks quick and reliable healthcare
solutions.
 Needs: Accessible healthcare, quick diagnoses, and personalized
treatment recommendations that fit into a busy lifestyle.
 Goals: Proactive health management, seeking reliable medical
information for wellness choices.

B-Caring Caregiver Carla (Age: 40-50)

 Background: Juggles work and caregiving responsibilities for family

members.
 Traits: Caring, responsible, looks for tools to manage family health
efficiently.
 Needs: Remote monitoring for family members, streamlined healthcare
management, and coordination.
 Goals: Simplified healthcare access for multiple family members, peace
of mind in caregiving responsibilities.

C-Wellness-Oriented Willow (Age: 30-45)

 Background: Focuses on fitness and wellness, seeks holistic healthcare

solutions.
 Traits: Health-conscious, initiative-taking about wellness, interested in
personalized insights.
 Needs: Access to reliable health information, personalized health insights
for fitness and well-being.
Goals: Tools for proactive health management, tracking health metrics, and
making informed wellness decisions.

D-Chronic Condition Management Charlie (Age: 50-65)

  Background: Managing a chronic health condition, seeks continuous
healthcare support.
 Traits: Patient, seeking reliable and accessible healthcare solutions.
 Needs: Remote monitoring, personalized treatment plans, ease of
accessing healthcare services.
 Goals: Improved quality of life, tools for managing chronic illness
effectively.

E-Knowledge-Seeker Kelly (Age: 25-40)

 Background: Curious and health-conscious individual seeks credible

health information.
 Traits: Inquisitive, values accuracy and reliability in medical information.
 Needs: Access to trustworthy medical resources, verified health-related
information for informed decision-making.
 Goals: Continual learning about health topics, reliable sources for health-
related queries.

1.13Customer positioning:

Quality healthcare accessibility – The people will give high

importance to their health and by high quality services we can close the gap
between individuals and reliable medical assistance.

Personalized and Tailored Care: focusing on personalized

healthcare, positioning the platform as a solution that caters to individual needs,
offering tailored treatment plans and insights.

Innovation of Technology: use of AI and advanced technology,

positioning the platform as a innovative solution for accurate diagnoses,
personalized treatment recommendations, and remote monitoring.

Convenience: Convenience of accessing healthcare remotely and stress-

free interactions with healthcare professionals, positioning Health Z as a stress-
free and convenient solution for healthcare needs.
Collaborative Healthcare: Collaboration between users and healthcare
providers, promoting a cohesive approach to healthcare delivery and
emphasizing its role as a supportive partner in healthcare management.
1.14 8PS OF MARKETING STRATEGY:

 Service:

Health Z's AI-powered medical app offering accurate diagnoses, personalized

treatment recommendations, remote monitoring, and a medical information
database.

 Price:

Designing flexible pricing subscription plans, or tiered services that cater to

different user segments based on their needs and affordability.

 Place:

Accessibility across multiple platforms (web, mobile app) and availability in

various geographical locations, focusing on both urban and remote areas.

 Promotion:

Utilizing digital marketing strategies, social media campaigns, influencer

collaborations, and educational content to create awareness and engage users.

 People:
Training and empowering customer support teams to assist users effectively,
ensuring a positive user experience and building trust in the platform's
capabilities.

 Process:

By use of AI within the app by optimizing the diagnostic process, treatment

recommendations, and ensuring a smooth and user-friendly experience.

 Physical Evidence:

Providing evidence of Health Z's reliability through success stories,

testimonials, and certifications, highlighting the platform's credibility.
  Brand and Partnerships:

Health Z is not just its name or logo; it encompasses the values, promises, and
experiences it delivers to users. Collaborating with healthcare providers,
partners to expand the platform's reach, credibility, and integration within the
healthcare ecosystem.

1.15Conclusion
Health Z stands as healthcare innovation, offering a AI-powered medical app
access and manage the health With a commitment to accuracy, accessibility,
and personalized care, The platform's unique value proposition lies in its ability
to provide personalized treatment recommendations and accurate diagnoses
with user friendly AI assistant with a partnership with expertise hospitals and
experts with the data security to build trust by targeting diverse consumer
segments with technological advancements with quality accessibility to all.