C AR E E R O P P O R T U N I T I E S

AS L I M I T L E S S AS T H E L I V E S
YOU’LL TOUCH

Quest Pirates, Indian School of Business

Pitch Presentation, Medical Devices Case Competition

20 May 2018
Project Objectives and Primary Research
▪ To improve the coverage of J&J medical devices in non-metro emerging tier 1/2 clusters
such as Chandigarh, Jamshedpur, Bhilai etc.
▪ Insights obtained post interviews with 3 physicians in tier 2 cities have been mapped in the
SWOT matrix for the J&J Medical Devices below:

• Hospitals are moving towards complete digitization, leading to an increased

demand in good quality hi-tech devices that J&J can offer
Strengths
• There is an increasing need for good service and better warranties, where J&J
can have an edge over the local competition
• Most hospitals in tier 2 India are highly price sensitive. The high prices of J&J
Weaknesses
products could be a deterrent
• Make in India boosting local companies to sell devices at low prices
• Word of mouth and existing relationships drive decisions
Threats
• High government intervention in the medical device selection and procurement
process
• Stronger relationships with government bodies can help in better reach to tier 2
government hospitals
Opportunities • Better relationships with key decision makers including clinicians, who play a vital
role in the procurement decisions, and with the users at grassroot level through
dedicated salesforce
Based on inputs from field, the top 25 accounts can be
identified and segmented as follows
Targeting
Top 25 accounts can be selected in Tier 1/2 cities based on the following
parameters in decreasing order of priority:
(i) Population (ii) hospital concentration clusters (iii) distance from the metro cities

Segmentation:
These accounts can then be segmented into the following 4 categories based on
product adoption, usage and engagement metrics
Engagement (between J&J and Accounts)

High Low

Product Protect (10) Build (5)

High
Adoption/ Enhance Experience Increase Activity
Usage
Boost (5) Grow (5)
Low
Establish Quality Enhanced Service

This model can further extrapolated to other accounts in tier 1 cities as well
 For each segment, appropriate initiatives can be devised to
achieve mission objectives
Protect Build Boost Grow
Product Adoption
High High Low Low
and Usage
Engagement High Low High Low
Increase
Mission Enhance Increase Establish
Activity and
Objectives Experience Activity Quality
Brand Loyalty

“Specialized”
Treatment
Co-creational
Activities
Training and
Product Demos
Financial
Support
Enhanced
Service & Channel
optimization
Note: The details on these initiatives are provided in the upcoming slides
 Several activities can be bundled under each of these
initiatives, and assigned to key account managers
Initiatives Activities
• Status of “specialized accounts” to be conferred with giftpacks/mementos
“Specialized”
• Enhanced importance in communication and service
Treatment
• Increased engagement and prioritized delivery
• Brainstorming activities with Key Opinion Leaders and various
stakeholders
Co-creational
• Designing and testing Minimal Viable Product prototypes to meet
Activities
identified needs in brainstorming sessions
• Networking sessions
Training and • Training and awareness programs – for doctors and staff
Product • Patient outreach programs and info session on diseases and cures
Demos • Integration with product development team using effective feedback loop
• Coordination with insurance companies to ease the purchase process
Financial • Transparency in costing and introduction of simpler products with low
Support costs
• Leveraging existing government programs to improve penetration
Enhanced • Un-initiated checkups of devices, proactive quality maintenance
Service & • Local point of contacts and regular touchpoints
Channel • Increased activity, 24x7 service
optimization • Local manufacturing, new distribution partners, classification of exsisting
partners based on sales targets
How will our strategy help J&J

Driving Innovation Product improvement Product Portfolio expansion

Channel Optimization New partners to fasten distribution Local manufacturing setup

Increased Market share Customer relationship building Brand loyalty

New partnerships with

Focus on usability & usage NGOS/Trainings/Product design Product adoption

Immediate Actions Short run gains Long run gains

Timeline for the live project
Information collection – collect
market insights including
information on customer
behaviors, preferences, product
trends, competitors’ products etc.
Work with J&J leadership –
work with J&J leadership team to
review the strategic options
developed and assess the pros
and cons for each option

Week-0 Week-1 Week-2 Week-3 Week-4 Week-5

Analysis of data – use data Final Recommendation –

analytical tools to gather useful conclude with a final
insights about the market; review recommendation to the J&J
them in the light of the business management
problem; develop strategic
options to solve the problem and
advance J&J’s strategic goals
 Team Name | ISB Hyderabad
Project Name:

Akshay Singh Lokesh Mahajan Pagati Sharma Bhupesh Goyal

B. Tech (NIT-Calicut) B. Tech (NIT-Trichy) B. Tech (IGDTU) B. Com (H) (SRCC)

Work Exp. Work Exp. Work Exp. Work Exp.

Consultant, ZS Associate, Risk Senior Design Investment Banking,
Operations, Facebook Engineer, GE Faber Capital, UBS
(Dublin) Healthcare Entrepreneurship
Business Associate, ZS Engineering (Start-up in Technology
Associates Leadership Program, space)
GE Healthcare

Hobbies Hobbies Hobbies Hobbies

Football, PS4 Travelling and movies Painting, reading and Travelling, reading and
pottery sports

The team has an extremely diverse 20+ years of professional experience, ranging from engineering,
consulting to banking in diverse sectors including healthcare, technology and finance. What brings us
together is an urge to create a lasting impact in the healthcare space in India by developing innovative
solutions through a collaborative approach