1. MobiHealth
Marketing Plan
Powerpoint Templates

2. Mission
We want to deliver an application which helps Lady Health Workers execute their work in Pakistan

3. Planning Phase
What kind of healthcare application can assist LHWs in Pakistan ?
The purpose
Collect relevant information about Pakistan healthcare system (private and public sector, in cities and rural areas)
What kind of mobile phones LHW have?
How familiar people are with mobile applications and is there demand on our service?
Do headquarter people have equipment to send messages
Pakistani contacts in Aalto University is the contact source

4. Planning Phase
We have been told some kind of information and connection tool is needed
LHWs’ short training period
Need for First Aid Guide

5. Market Analysis Size and trends About 100 000 LHWs in Pakistan
Need for simple application for LHWs
Standard of living is improving and people are getting more familiar with mobile phone applications
Sms messages
The biggest obstacle is how can we convince LHW organizations that our service is useful
At least couple more alike applications are running in Africa
Target users have alike standard of living

6. Market Analysis Customers
Idea is that Pakistani government or LHW organization buys our application for use of end users, Lady Health Workers
LHWs have low standard of living
MobiLink, mobile service provider
Supports LHW organization
Price should be still acceptable
If downloadable from web
Urdu language speaking people

7. Market Analysis Competitors
There are hundreds of health related applications on the mobile market. (Ovi Store, Android market, AppStore)
Most of the applications are some sort of databases like first aid guides, so they can be applied in any country, not specialized on some specific area or market
Sms messages, Paper First Aid Guide providers
MobiLink if do not want to co-operate with us
They gave LHWs free phones bundled with MobiLink simcard
They do not have a running application for now, just the mobile phones

8. Market Analysis Share and Sales Financial sheet (link in wiki)
There is not existing mobile health application for LHWs
No existing mobile First Aid Guide in Urdu language
We believe that every LHW use our application in the next summer
Financial sheet (link in wiki)

9. SWOT Analysis Strengths Weaknesses
Some experience of developing mobile services in developing countries
Experience of doing market research in low standard of living areas
Advisors have experience in producing mobile services and contact network
Good mix of knowledge of application development and marketing knowledge
Open working culture
Weaknesses
Inexperience of Pakistani market and producing extensive mobile phone application
No personal contact network in Pakistan
Language barrier
Inexperience compared to competitors

10. SWOT Analysis Opportunities Threats Other developing countries
Develop application further with LHW organization
Urdu language FAG, can be sold to other citizens
Threats
Reluctance to use mobile applications
Only 1-2 customers
Limited number of end users
Technological limitations in Pakistan
Electricity, Internet and mobile networks, computers etc.
Pricing, Low standard of living
Every LHW does not have mobile phone

11. Marketing Strategy Marketing Mix Product Price
Mobile phone application, MobiHealth
First Aid Guide
Communication channel
Regionally districted messages from Islamabad to field workers
apps to Pakistan
Price
5€ / application
Limited amount of customers (users)
Cash flow forecast
Negative for 18 months
Selling the business idea
Fixed price, Negotiable

12. Marketing Strategy Promotion Place LOCAL CONTACTS
Limited resources
The only option
Couple existing
Promoting the application for LHW organization, partners and government
Offering a useful and effective application
Costs: 5000€ / year
To get media interested
Place
Downloadable from website
Business idea
Getting connected to LHW organization

13. Source of Information Our contacts Internet Gregory Smiley from Nokia
Two locals from Pakistan (Muhammad Ijaz Khan and Syed Abdul Basit) who are now living here in Finland.
They have given us a lot of insight concerning current situation in Pakistan and what different aspects we have to consider when developing an application for Pakistani market
Interviewees
Health professionals, students from Metropolia
Internet
Information concerning LHW, Pakistani healthcare and other
Without internet this would have been almost impossible to do

14. Testing Plan Group / profile Number of persons Goal of contact How
Ready by
Interviewees from Nursing degree program
1-2
Comments about relevance of the content, Usability
Interview and Survey
8.11
Pakistani students from Metropolia/Aalto
4-10
Testing in Urdu language, Usability
Questionnaire and Interview
First meeting 10.11
Tuta students
5-10
Content and Usability
Questionnaire
19.11