Live CAPSTONE INDUSTRY PROJECT
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Name of the Company – LifCare Project (LifCare.in)
Project Details –
Digital Marketing: with specific focus on Delhi (FB, Twitter, SEO, Blogs, etc.). the intent here will be 2 fold.
• Create awareness about LifCare – make people better understand benefits of
buying from Subscription pharmacy vs. buying from chemists.
• Generate leads & business on Web / App

Agenda:
– Overview of company
o Types of services offered
o Customer segment focus
o Current sales channels
– Project on Digital marketing: with specific focus on Delhi (FB, Twitter, SEO, Blogs, etc.). the intent here will by 2 fold :
o Created awareness about LifCare – make people better understand benefits of buying from Subscription pharmacy vs. buying from chemists
o Generate leads & business on Web / App

Imp to achieve this within CAC (customer acquisition cost)

TIP:
Divide teams so 50% of you work on content marketing/engagement and rest of lead gen
– Sales and Lead gen
o Search Engine
o Display networks/affiliate
– Engagement and awareness
o Content marketing
o SEO

LifCare:
– Started in Jaipur, India 2-3 months back moved to warehouse model rather than procuring directly from pharmacy
– 10,000 subscription customers in Jaipur today
– Chronic market is increasing, today it’s 50%, it will increase to 70% as in US market
Process:
– Patients calls at call center and book- then, prescription is checked. Don’t do non-prescription drugs.
– Then, prescription is verified. All data is uploaded on the system
– From verification to warehouse. If not available, then procurement and packaging (process takes 24 Hours)
– AOV is high because it’s for a month or 2. 1000-2000/order
– Repeat sales team to measure when the new stock is required. 70-72% of customers are repeating. Adherence ratios are bad
– Personalized disease specific care packages
Value proposition:
– 15% flat discount on all drugs – no minimum order requirement
– Margin of 25%, so 15% can be passed to customers
– Home delivery
– 100% availability of medicines
– Patient care stuff- knowledge sharing e.g., health tips, diet charts, knowledge report on specific medicine
Core Team: 7 people
– Delhi is currently a market place model
Current sales strategy:
– SMS campaigns, camps, corporate events
– We have a mobile app
– Email marketing: email database+ build an effective email marketing strategy.
– Social Media marketing: lead gen and awareness. Right now, CAC is 200-300
– Blogs:
– Mobile App, bulk SMS, drive engagement through SMS
– WhatsApp for order, what about marketing?
– Competitive landscape- offline is all medical stores, online is 1mg, pharmeasy, netmeds, practo
Today’s customers:
– 50+ years of age
– Lower middle to upper class
Budget would be 0-5 Lacs/month for digital marketing

Project on Digital Marketing for LifCare
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Introduction
About Lifcare
LifCare is India’s first and only subscription pharmacy for chronic patients and is making health management very simple, accessible, affordable and convenient for everyone.
Patient care is at the center of the company’s core beliefs and hence members subscribed with LifCare can manage and understand their disease much better.
Founded in 2015 in Jaipur by a strong team of IIT/IIM graduates, technology veterans and top minds from the pharma industry, LifCare aims to enhance the whole pharmacy experience for patients by providing a relationship-oriented, technology-driven and a convenient hassle-free environment.
We currently serve over 10000+ subscribed members in Jaipur and New Delhi and we continue to win people’s trust and support in taking care of their health.
Who do we serve
LifCare is an ideal pharmacy for people who take regular on-going medicines and who are diagnosed for chronic conditions like Diabetes, Hypertension, Cardiac, Nephro, Gynaec, Neuro, Asthma, Thyroid etc.
Once a patient subscribes with us, we proactively provide them medications on a regular basis and we take care of their monthly refill of medicines.
Core Benefits
• Convenience: We provide free door-step delivery of all medicines to our registered members.
• Cost Savings: We provide a flat 15% discount on MRP without the need for any minimum order amount
• Genuine medicines: We ensure that the patient get 100% genuine and original medicines from our government approved pharmacists.
• Monthly refills: Our members do not miss their medicines since we proactively remind and refill their medication every month.
• 100% Availability: Since we have 100% availability of all medicines, we provide the exact medicines that is prescribed by the doctor
Other Advantages
• Improving Adherence Ratios
o The patients enrolled with subscription pharmacies like LifCare have a much higher adherence ratio compared to other patients
o Improved adherence ratio help our members in treating and managing their disease more effectively
• Providing Personalized Care
o We take care of our patients by customizing our offerings to each patient based on the disease they are suffering from
o We have designed disease-specific care packages to provide the best-in-class personalized care to our members
• Better Disease Knowledge and Self-Management
o We help our subscribed members understand and manage their disease much better by providing them with reports, facts, advices etc. specifically on their disease
o We also help our members understand their medicines on their usage, process, efficacy, side effects and specific advices

Project on Digital Marketing
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Modules
1. Email Marketing
a. How do we build an effective email marketing strategy for LifCare?
b. Who should be the target audience? What kind of communication should go into the emails? How should the Email Design, content and flow look like?
c. How much should Email Ad spend? What could be the ROI?
d. Conversion rate – How do we measure the success of the program?
e. How do we solve the problem of spam email?

2. Social Media Marketing & SEO
a. How do we use social media channels to reach relevant people?
b. Facebook strategy, Linkedin strategy and Twitter strategy
c. Any other social media channels
d. What should be our SEO strategy? Design and create some resourceful content to boost user interactions with LifCare website.
e. How do we measure the effectiveness of the SEO strategy?

3. Blogs
a. How do we build an online identity through blogging?
b. Is blogging even important, or effective?
c. What are the blog platforms that we should consider blogging in?
d. What should be the content that goes into the blog?
e. Write attractive blogs that would attract readers to LifCare

4. Mobile and apps
a. App users are different from our actual customers. How can we still provide value to them? What kind of communication should we have to appeal to the app users?
b. What can we do to increase our app downloads?
c. What should be the SMS strategy? How often should we send mass SMSes?
d. When should we reach out to individuals with customized SMSes? To keep the customers informed on tracking their order, how often should we send them SMSes?
How has the competition used all of these channels effectively?

Deliverable:
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Mid-review deliverable: Implementation plan on each topic – A word doc with no more than 10 pages and a Powerpoint presentation with no more than 25 slides. Would prefer if there are 3-4 strong ideas and implementation plans around it, rather than 10 ideas that are not implementable.

Post mid-review: Actual implementation of the plans that get signed-off from the LifCare team.

Final deliverable: Measure the success of the entire plan. How well have the ideas been implemented? How scalable are these ideas?

References:-
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References provide you help with content etc. Here are some videos that help you in the deliverable:

Skim through these videos.
Sales & lead gen budget allocation
https://www.youtube.com/watch?v=WD3GG3SSUUQ
This video is part of Sunstone’s nano-MBA in Digital Marketing. First one hour is student’s presentation on the project given to them. It covers Facebook ads, Google adwords, funneling, campaign management and budget allocation. Later part is introduction to content marketing
https://www.youtube.com/watch?v=nfe9tdNIFog
This is the recording for digital marketing session at Sunstone nano-MBA program- Sales & lead gen through digital medium. It discusses google adwords- bidding, impressions, PPC, adverts etc.
https://www.youtube.com/watch?v=YjcVbTUuqFw
This recorded class is part of Sunstone’s nano-MBA in digital marketing. It discusses content marketing frameworks, content creation and distribution using website, owned media and third party. It also discusses basics of Search Engine Optimization.

https://www.youtube.com/watch?v=UFuTxEMfitI
This is the recorded Digital Marketing session at Sunstone Business School’s nano-MBA program. It is an interactive class covering facebook pages, likes, ads, google adwords tips and tricks.

https://www.youtube.com/watch?v=sYfY0sO1-88
First lecture – can go through in fast frward mode. Introduction to Digital Marketing, pricing structures and CAC. This session is part of nano-MBA digital marketing course

https://www.youtube.com/watch?v=eQD-R7irBs4
This session is part of Sunstone nano-MBA in Digital Marketing. It discusses, 3Cs in digital marketing and provides examples of Customers, Content and Context in digital marketing channels such as Facebook, Google. It also discusses lead generation through Google Display network, remarketing, custom audience

https://www.youtube.com/watch?v=pDHSKNmRmxg

This is part of lecture of nano-MBA in digital marketing. It talks about SEO, web analytics, google analytics

SUMMARY
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Please make the following draft and final submission as per following dates:-

1.) A word doc with no more than 10 pages and a Powerpoint presentation with no more than 25 slides. Would prefer if there are 3-4 strong ideas and implementation plans around it, rather than 10 ideas that are not implementable.

2.) Need First Draft submission on Email Marketing and Mobile Apps on July 16 2016 for review

3.) 2nd Draft submission on July 20th 2016

4.) 3rd Draft submission on July 27th 2016

5.) Final Draft Submission on August 1st 2016

6.) Final Submission on August 5th 2016