Capstone Project 1 and Live Presentation 1: FPDM401 - Product and Digital Marketing��HOPE – DIY Cervical cancer Diagnostic kit�

SOURAV MAJUMDAR – ICPM FLEX

Overview – Cervical Cancer

• Cervical Cancer - Cervical cancer is ranked as the most frequent cancer in women in India. India has a population of approximately 365.71 million women above 15 years of age, who are at risk of developing cervical cancer.
• The current estimates indicate approximately 132,000 new cases diagnosed and 74,000 deaths annually in India, accounting to nearly 1/3^rd of the global cervical cancer deaths. Indian women face a 2.5% cumulative lifetime risk and 1.4% cumulative death risk from cervical cancer

Source - https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3385284/

However….

• However, the rates of testing (Using Pap smear test) is low* and this cancer still hold he number 2 spot in the high risk of diseases category.

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To understand the issue better, I decided to do a survey on this. The results are as per the next slides

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Source - https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6396551/

Results of the survey

The reasons for such a low testing rate is as below

• Ignorance of the disease and its testing methods
• Privacy issues
• Busy schedule

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The Solution

Cervical cancer is very much treatable if detected early

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As a solution I present you “HOPE” a DIY kind of a pap smear test that you can do it from the comfort and privacy of your home

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Its safe, effective and addresses all the above concerns

Value Proposition

• We bring in a safe, reliable and a discreet option of doing the test at the comfort of our home; backed by cutting edge diagnostic techniques at affordable prices. You just need to do the test yourself at the comfort of your home and we will either collect the sample from you (within 12 hrs) OR you can drop it at our collection point

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• Our network of collection labs and collection executives ensure that the sample is picked up on time and taken up for testing. Our testing facilities are world class and we deliver accurate results

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The Plan

To launch the product into the market, we have 2 teams. One of Product marketing, and other is a digital marketing team

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The Marketing team will create the GTM strategy, evaluate competitors, markets and create a route to market

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The digital marketing team on the other hand will oversee the awareness and promotional needs of such a launch

Market Opportunity

Note : As a start, we will focus on women based out of Bangalore

Market Analysis

• At this point, no large diagnostic center provide this kind of DIY facility. The patient is usually referred by a doctor and the test is done in a lab
• General awareness about this disease and its diagnosis is moderate in the urban areas and low in the rural areas. Awareness about a DIY facility is almost non existent
• There is a general taboo about discussing women related health issues
• The initial adoptions for such a product is most likely going to be in the urban/ semi urban areas more than rural areas
• Potential business Risk – If any of the larger diagnostics centers expands their business and brings about such a facility, it could be a business risk to us

Competitor analysis

Competitor Analysis gist

• There are other diagnostic labs which do the same kind of test as we do. However, none of them are in the DIY kit segment.
• Other labs have a pan India presence and we are for now starting off in Bangalore
• Other Labs focus is not on this particular niche, but have various other offerings
• Main source of customer for other labs are through doctor referral while for us its using the various strategies we are using in addition to doctor referral
• Our target audience are women and their family members who can help take the decision to test (like husband or mother). The other labs have no such selective targeting

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Positioning Statement of Hope

For – Women between the age of 20 to 45

Who – are looking to test themselves for cervical cancer

The – HOPE provides an easy DIY test kit

That - perform the test at the privacy of your home and the results are sent to the user through their selected mode of communication

Unlike – other current testing services, that need the user to come to their lab with prior appointments and the test being done only in their premises

Hope - bring in a safe, reliable and a discreet option of doing the test at the comfort of our home; backed by cutting edge diagnostic techniques at affordable prices

Our network of collection labs and collection executives ensure that the sample is picked up on time and taken up for testing

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Customer Segmentation

User Persona – Ruchi

• Age: 30 years
• Work: Housewife
• Family: Married
• Location: Bangalore
• Income: -
• Education: Graduate

• Bio – Ruchi is a young housewife, has completed her schooling, hails from a conservative family. Is uncomfortable going to the gynac, if there are no major health concerns, for privacy reasons and cause of the stigma, She is also aware of the risk of cervical cancer through magazines and through other women in the society she interacts with.

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Ruchi reads women magazines, and an article about cervical cancer piques her interest on this subject. She discusses this with her friend at a kitty party and finds out that she might be of susceptible age.

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However, she comes across the fact that she needs to visit the local gynac for testing. Out of trepidations, and the fact that what will her folks at home think about her doing a cancer test, she postpones the visit

One day she comes across the Hope kit in a Women’s Health Magazine and is relieved that she can do it at the comfort of her home ensuring privacy.

She decides to give it a try, as buys it from the shop where she buys her napkins.

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User Persona – Ankita

• Age: 37 years
• Work: Working in an IT firm
• Family: Married
• Location: Bangalore
• Income: 16 lac per annum
• Education: Post Graduate

• Bio – Ankita is a young educated working woman who goes to the gym, and manages children at home after she is back from a tiring day at work.
• She is quite aware of cervical cancer and about pap smear.

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Ankita is a busy woman and she doesn’t have the time to do a periodic test. Her IT job keeps her busy all week and the weekend goes away tending to her family. She doesn't have time to go to a doctor for a test

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Our corporate reach out program piques her interest and she decides to give it a try

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She orders the kit, takes the test at her convenience and send the sample to the lab

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GTM using the Bottom Up approach

The Goal – The initial goal of the GTM is to increase awareness which will lead to increased sale of our product. We are expecting a sale of at least 100,000 of kits in the first quarter of our launch

GTM Contd…

• Where are my target audience – We need to target the watering holes of my audience. Women audience can be targeted through ads, write ups, and stories on women’s magazine (online and print). Ads or sponsored stories on such platform can drive large amount of traffic to our website.
• Another place where middle class urban Indian women spent most of their time is on TV during prime time. TV ads at this time addressing women’s health issues helps raise brand awareness and increase demand
• Hospitals and health clinics – Targeting women at health clinics/hospitals where they go for health checkup.
• Running paid ads on platforms like1MG, Netmed to increase sales
• Youtube ads on dedicated Youtube channel like “Women’s health” (there are 142K subscribers) help grab eyeballs

GTM Contd

• Corporate outreach – Reach out to HRs of corporation (Top 10 by size) for our corporate outreach program to raise awareness among their staff. In this we can also target male staff members as well who could in turn get their wife/daughter to become our customer
• Use of existing channels that already sell women centric products - To start of with, a free sample packet along with a literature can be given whenever a women buys sanitary pads from the store/pharmacy/departmental stores
• Initial pricing will be to get market penetration
• We will have our doctors (who are tied up) to support patients with consultation

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The idea is to have 20% of our efforts to 80% of our sales

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GTM – Numbers

• Women’s magazines – The top 3 women’s magazine like Cosmopolitan, Fermina and Women’s era have a combined readership of about 5 million in Bangalore. Target is to have around 30000 customers to show interest in our product and end up on our website
• Tv ads though costly has the highest reach. These ads will reach millions of households across the city. Target is to get around 50,000 kits being sold across platforms
• Hospital and clinics across Bangalore ( Top 20 ) – target is around 5000 kits/month sold through this channel
• Running ads across sites like Netmeds, 1MG etc – Target is 2000 clicks in a month to our website
• Corporate out reach programs – Target is average around 300 interests per month
• Use of existing channels who sell women centric products – Target 1000 kits sold per month

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Routes to Market

RTM Contd..

Estimated volume per channel

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Direct sales – Initial target is to have around 1500-2000 kits sold/month through this channel during the first 3 months of operation

Online Channels (Like Fb) – The idea of this channel is to attract customers on to our FB page. There they have an option to chat with us through messenger and if they like place an order. Target is at least 500 per month

Distributor Channels – Target is around 2000 kits/month for one quarter

Retail presence (around 20 shops) – Target is around 1000 kits per month for one quarter

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Sales enablement

• The sales team needs to be enabled with the right product knowledge to help our customers better.
• Knowledge Content – Whitepapers, Brochures, case studies and testimonial videos, blogs are very helpful. The team will be made to become through on these
• Also, the team needs to be aware on how to use the device and best practices in medicine and cancer research

Sales enablement cont..

Stakeholder Management

The stakeholders in this are as below and each of them needs to be handled differently

• Users – Needs to be deal with utmost care keeping privacy and sensitivities in mind. Our trained team of professionals will deal with them
• Testing labs – They need to be pulled into contract with us and paid on regular basis. Business development teams can handle them
• Doctors – They are to be referred if the woman wants a F2F consultation. Our dedicated team of experts will ensure that doctors are handled well
• Pharmacist – Commission needs to be payed out to them for each sale/product push. Our sales and marketing team can handle them

Digital Marketing

Digital Marketing strategy in each channel

Other Growth hacks!!!

Lets talk numbers

Below are the expected numbers from each platform

Email – 20% open rate with a click rate of 2% for every 100,000 emails sent in a day. We expect a better open and click rate here as the subscribers are willing subscribers

Engagement – 500 views/day of our Youtube videos on our Channel. 100 people registered on our webpage though our Instagram/FB influencer program. 4 session a month on Podcast which leads to at least 200 visitors a month to our webpage

Google Ads – 1700 clicks a day leading to at least 34 registration on the website

Backlinks on Quora/Yahoo answers and Blogs – 30% improvement of traffic resulting in increase in Domain authority scores

Google alerts/Meltwater – 100 active interventions a week

Presentation in malls and airport stalls – 4 presentations in a month (Every Sunday) across 6 top malls in Bangalore. Expect to get at least 20 call backs from the number on the brochure every month. 30 call back from airport stalls

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Source :https://mailchimp.com/resources/email-marketing-benchmarks/

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Lets talk numbers cont..

• Women’s washrooms across bars and restaurants across the city – We expect around 500 sales through this channel
• Referral – We know that women trust buying a product if referred by another women. With a robust referral in place, we target around 1000 sales a month through this channel

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Thought Leadership and Backlinking

• As for thought leadership – Have quality content being sent out on forums by doctors, cancer survivors about how this diseases can be prevented and how diagnosing it on time will help
• Forums like Podcast and Clubhouse can be leveraged to spread awareness about this diseases
• For backlinks – Reach out to bloggers and people who write on medical issues to give links to our site
• Respond to queries of people on forums like Quora and Yahoo answers
• Be active on sites having good Domain by posting quality content on our site
• Regular cadence in posting on the site to improve ranking
• Activate the disavow option on GSC to stop wrong/spammy backlinks being directed to your site

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25 top keywords

Email marketing strategy

• The 2 mains objective of email marketing would be brand awareness, education and lead generation
• For brand awareness, the email content needs to be different where we mostly talk about diagnosis and about the disease.
• For lead generation, it should mostly be how advances in technology has helped identifying the disease early and how we are a pioneer in that field
• The email content needs to be personalized depending on the persona we are targeting like if a customer is already aware of this diseases/product OR is she is new
• All emails should have social share and CTA
• Have a emailing calendar
• Have good subject lines and no click baiting

Strategy to get email ids

Email marketing strategy cont..

• Once we have the email id of the user in our system, we can take them through our drip campaign (using Marketo, Eloqua etc)
• Lead scoring becomes necessary at this point and we only continue with leads with above a certain threshold. These SQLs are then followed by the sales team either through phone or direct email conversation

Performance marketing

• Ads for our products needs to be placed on relevant channels like fitness forum, medical forum, and on forums which discuss women’s health
• Using tools like SEM rush poach for competitor keywords and strategies
• A/B Test with different Ad copies to check for best performing ads
• Retargeting of the customer with ads can be done

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Performance marketing numbers

• The ad campaign would be ”Lead Generation” with location targeted at Women and men in Bangalore
• Based on targeting preferences like demographics, topics and keywords we have 18 Million as the target audience (note : We are targeting men also in our campaigns)
• With a monthly budget of Rs500,000 we can get around 1700 clicks daily with an average CPC of Rs 294.11
• Going by a conversion rate of 2% we will have 34 leads per day in a month
• Sales closed will be around 12 per day per month
• That would entail a ROI of 46.8% in a month

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Budgeting

The Budgeting is Divided into 2 parts. The Product marketing budget and other is the Digital marketing budget. The numbers are as on next slide

Budgeting numbers

Overall CAC and ROI calculations

KPI across channels

• The most important metric or the North star metric is number of kit sold in a month and number of doctor consultation booked by the user
• Product defect/complains from customer
• Social media – Engagement like posts viewed, commented, liked, subscribed and landed on our LP or HP
• For Emails – It will be CTOR, subscribed and number of SQL converted to sales
• LP and HP – Number of visitor on site and action taken like request for call back OR subscribed to news letter OR ordered the kit
• Performance marketing – Leads, CPC, and reach

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Recommendations.

• Since this product is new to the market, the initial thrust will be at awareness creation of the brand
• The first 6 months (est) we will be where we are trying to capture market
• The ROI will grow as the awareness grows. The CAC will come down after a 6 month period
• The initial budget of 1.5 crs will mostly to get market penetration The price of a kit is now placed at Rs 650. Once have have a market capture and see good adoption rates, the prices can be increased
• The sales figure has grown at a stead rate of 4-5% and will continue to grow during the coming quarters. Once we have a stable growth rate, we can expand to other cities.

Thank you!

GTM Strategy and Route to Market

• The priority would be to create awareness about our product offering as the concept is new
• Introduction of this product can be first done through women’s health forums, cancer forums, magazine and tele
• We will also tie up with gynecologist, pharmacies who would help advertise/push our product
• To start of with, a free sample packet along with a literature can be given whenever a women buys sanitary pads from the store/pharmacy
• Use to existing channels/distributors who are already into women healthcare products
• Seek the help of govt programs for awareness and use their existing supply chain to supply products
• We will tie up with leading labs who will also benefit from increased testing
• Initial pricing will be to get market penetration
• We will have our own doctors to support patients with consultation
• Corporate outreach

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Digital Marketing strategy in each channel

• Since the product we are launching is relatively new, the main focus would be to create awareness amongst our target audience through awareness campaigns. These campaigns could be through email campaigns, social media campaigns and even webinars by doctors on forums frequented by women
• We need to set up a landing page with the gist of our offering and that will be used to collect the email ids of our users. Later they can be added to our email drip campaign
• Content is king – Create content on Youtube, social media handles and on Podcast. Sponsor media influencers to promote our product on Insta, Pinterest and FB
• Google ads on relevant platform
• Create backlinks from Quora and other platforms to our website
• Optimize our Google My business account to get more customers and use tools like Synup
• Buy high volume relevant keywords that will help when someone searches for relevant items