PROJECT REPORT

ON
“A Study on the Influence of Promotion Mix Strategies on Brand
Awareness of MentDoc – An EMHR”

Submitted in Partial Fulfilment for the Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION (MBA)
(BATCH 2017-2019)

Submitted by:
Komal Luthra
(Enroll. No: 04012303917)

Under the Guidance of:

Ms. Pragya Jayaswal
Faculty, DIAS

DELHI INSTITUTE OF ADVANCED STUDIES

(Affiliated to Guru Gobind Singh Indraprastha University)

i
 CERTIFICATE ISSUED BY THE COLLEGE
DATE
CERTIFICATE
This is to certify that the project entitled “Marketing
Communication Planning and Development – Functional
Impact on MentDoc” submitted by Ms Komal Luthra, RollNo.
04012303917 has been done under my guidance and supervision
in partial fulfillment of the requirement for the award of Master
of Business Administration.

To the best of my knowledge the work and analysis mentioned

in this Project Report have been undertaken by the candidate
herself and necessary references have been recognized and
acknowledged in the text of the report.

Ms. Pragya Jayaswal

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 ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to complete this
project.
I am deeply indebted to my guide Ms. Pragya Jayaswal from Delhi Institute of Advanced
Studies whose help, stimulating suggestions and encouragement helped me in all the time of
research and writing of this project.
The learning was immense and valuable

Komal Luthra
04012303917

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 DECLARATION

I hereby declare that the project work entitled “A Study on the Influence of
Promotion Mix Strategies on Brand awareness of MentDoc – An EMHR” submitted to
the Delhi Institute of Advanced Studies, is a record of an original work done by me under the
guidance of Ms. Pragya Jayaswal, Faculty, DIAS and this project work is submitted in the
partial fulfilment of the requirements for the award of the degree of Master of Business
Administration.

I hereby certify that all the endeavour put in the fulfilment of the task are genuine and
original to the best of my knowledge and I have not submitted it earlier elsewhere.

Komal Luthra

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 EXECUTIVE SUMMARY
Healthcare systems are highly complex, fragmented and use multiple information technology
systems. With medical health providers incorporating different standards for similar or same
systems, it is little wonder that all-round inefficiency, waste and errors in healthcare
information and delivery management are all too commonplace an occurrence. Consequently,
a patient’s medical information often gets trapped in silos of legacy systems, unable to be
shared with members of the healthcare community. These are some of the several motivations
driving an effort to encourage standardization, integration and electronic information
exchange amongst the various healthcare providers. To address these issues, various
Electronic Health Record tools are initiated by different organizations.

Developmental Origins of Health and Diseases (DOHAD) have successfully proven the
importance of developmental records of individuals in predicting and/or explaining the
diseases that a person is suffering from. In the current largely paper-based medical records
world, invaluable data is more often than not unavailable at the right time in the hands of the
clinical care providers to permit better care. This is largely due to the inefficiencies inherent
in the paper-based system. In an electronic world, it is very much possible, provided certain
important steps are taken beforehand, to ensure the availability of the right information at the
right time.

Technology is a critical tool in achieving the benefits of health information exchange (HIE).
However, technology alone is not sufficient. Healthcare industry stakeholders that base their
HIE solutions solely on technology do so at the expense of underlying health information
management principles. An abundance of disparate HIE principles, models, definitions,
products, and standards camouflages some crucial policy and process decisions an HIE
initiative must make in the early stages of its development. Transmitting patient data
electronically without attending to the business processes surrounding data capture,
translation, and transmission has the potential to increase patient risks and healthcare costs.
Data accessibility, reliability, and accuracy are therefore critical success factors in obtaining
the trust of medical health providers, including their patients, and in sustaining long-term data
exchange on a large scale.

Electronic health records can improve care by enabling functions that paper medical records
cannot deliver:

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 EHRs can make a patient’s health information available when and where it is needed – too
often care has to wait because the chart is in one place and needed in another. EHRs enable
clinicians secure access to information needed to support high quality and efficient care.

EHRs can bring a patient’s total health information together to support better health care
decisions, and more coordinated care.

EHRs can support better follow-up information for patients – for example, after a clinical
visit or hospital stay, instructions and information for the patient can be effortlessly provided
and reminders for other follow-up care can be sent easily or automatically to the patient.

EHRs can improve patient and provider convenience – patients can have their prescriptions
ordered and ready even before they leave the provider’s office, and insurance claims can be
filed immediately from the provider’s office.

Realising all these benefits of shifting to the electronic medium, Enrich too partnered itself
with MentDoc, which is India’s First Electronic Mental Health Record (EMHR) Maintenance
Solution, It conducted various surveys through questionnaires and interviewing current as
well as upcoming psychiatrists, psychologists, neurologists etc by asking them if they would
find MentDoc beneficial and whether it would be a next big step in the healthcare industry.

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 TABLE OF CONTENTS

1.INTRODUCTION..................................................... ERROR! BOOKMARK NOT DEFINED.

1.1 About Mental HealthCare Act, 2017 .......................................Error! Bookmark not defined.

1.1.1 Electronic Mental Health Record(EMHR) .......................Error! Bookmark not defined.

1.1.2 Mental Health Records- and making them electronic .....Error! Bookmark not defined.

1.1.3 Marketing Communications ................................................Error! Bookmark not defined.

1.2 Company Profile .................................................................................................................. 24

1.2.1 Enrich .............................................................................................................................. 24

1.2.1.1 Basic ideology behind Enrich ................................................................................. 24

1.2.1.2 Enrich and Adolescent well - being ...........................Error! Bookmark not defined.

1.2.1.3 Approaches of Enrich ..................................................Error! Bookmark not defined.

1.2.1.4 Differentiated factors of Enrich .................................Error! Bookmark not defined.

1.2.1.5 Services at Enrich .......................................................Error! Bookmark not defined.

1.2.2 MentDoc ................................................................................Error! Bookmark not defined.

1.2.2.1 Idea behind MentDoc ...................................................Error! Bookmark not defined.

1.2.2.2 Salient Features of MentDoc ......................................Error! Bookmark not defined.

1.2.2.3 USPs of MentDoc ..........................................................Error! Bookmark not defined.

1.3 Research Methodology..............................................................Error! Bookmark not defined.

1.4 Objectives ..................................................................................Error! Bookmark not defined.

2. LITERATURE REVIEW ...................................... ERROR! BOOKMARK NOT DEFINED.

3. CONCEPTUAL FRAMEWORK .......................... ERROR! BOOKMARK NOT DEFINED.

4. ANALYSIS .............................................................. ERROR! BOOKMARK NOT DEFINED.

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5.CONCLUSION ........................................................ ERROR! BOOKMARK NOT DEFINED.

6. SUGGESTIONS ...................................................... ERROR! BOOKMARK NOT DEFINED.

7. BIBLIOGRAPHY ................................................... ERROR! BOOKMARK NOT DEFINED.

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LIST OF TABLES

Table No Title Page No

1.1 Definitions of Marketing

1.2 Overview of Marketing Communication Mix

LIST OF FIGURES

Figure No Title Page No

1.1 Mental Health Care Bill 9
1.2 EHR 14
1.3 SOSTAC Model 15
1.4 Services at ENRICH 29
1.5 Features of MentDoc 31
1.6 MentDoc 36
1.7 Benefits of MentDoc 53
2.1 Valant 56
2.2 AntWorks 62
2.3 CAM(Celerity)
2.4 InSync
3.1 Framework for investigating impact of EHR
implementation process
3.2 MentDoc CoverBox
3.3 Marketing Communication Planning Framework

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 CHAPTER 1

INTRODUCTION

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Healthcare has become one of India’s largest sectors - both in terms of revenue and
employment. Healthcare comprises hospitals, medical devices, clinical trials, outsourcing,
telemedicine, medical tourism, health insurance and medical equipment. The Indian
healthcare sector is growing at a brisk pace due to its strengthening coverage, services and
increasing expenditure by public as well private players.
Indian healthcare delivery system is categorised into two major components - public and
private. The Government, i.e. public healthcare system comprises limited secondary and
tertiary care institutions in key cities and focuses on providing basic healthcare facilities in
the form of primary healthcare centres (PHCs) in rural areas. The private sector provides
majority of secondary, tertiary and quaternary care institutions with a major concentration in
metros, tier I and tier II cities.
The healthcare market can increase three fold to Rs 8.6 trillion (US$ 133.44 billion) by 2022.
India is experiencing 22-25 per cent growth in medical tourism and the industry is expected
to double its size from present (April 2017) US$ 3 billion to US$ 6 billion by 2018.
There is a significant scope for enhancing healthcare services considering that healthcare
spending as a percentage of Gross Domestic Product (GDP) is rising. The government’s
expenditure on the health sector has grown to 1.4 per cent in FY18E from 1.2 per cent in
FY14.
Government Initiatives
Some of the major initiatives taken by the Government of India to promote Indian healthcare
industry are as follows:

• In August 2018, the Government of India has approved Ayushman Bharat-National

Health Protection Mission as a centrally Sponsored Scheme contributed by both
center and state government at a ratio of 60:40 for all States, 90:10 for hilly North
Eastern States and 60:40 for Union Territories with legislature. The center will
contribute 100 per cent for Union Territories without legislature.

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 • The Government of India has launched Mission Indradhanush with the aim of
improving coverage of immunisation in the country. It aims to achieve atleast 90 per
cent immunisation coverage by December 2018 which will cover unvaccinated and
partially vaccinated children in rural and urban areas of India.
• In April 2018, the Government of India apprised the signing of Memorandum of
Agreement (MoA) between India and World Health Organisation to facilitate in
improving public health in India
• In May 2018, the Government of India approved financial outlay of Rs 14,832 crores
(US$ 2.30 billion) for FY2017-18 to FY2019-20.
• In May 2018, the Government of India approved Rs 1,103 crore (US$ 170.14
million) for setting up All India Institute of Medical Sciences (AIIMS) in Deoghar,
Jharkhand.
• In March 2018, the Union Cabinet of India approved the continuation of National
Health Mission with a budget of Rs 85,217 crore (US$ 13.16 billion) from 1st April
2017 to 31st March 2020.
• In April 2018, the Government of India approved to sign Memorandum of
Understanding (MoU) with the medical agencies of BRICS countries for cooperation
in the field of medical products.
• In April 2018, the Government of India apprised the signing of Memorandum of
Agreement (MoA) between India and World Health Organisation to facilitate in
improving public health in India

Road Ahead
India is a land full of opportunities for players in the medical devices industry. India’s
healthcare industry is one of the fastest growing sectors and it is expected to reach $280
billion by 2020. The country has also become one of the leading destinations for high-end
diagnostic services with tremendous capital investment for advanced diagnostic facilities,
thus catering to a greater proportion of population. Besides, Indian medical service
consumers have become more conscious towards their healthcare upkeep.
Indian healthcare sector is much diversified and is full of opportunities in every segment
which includes providers, payers and medical technology. With the increase in the
competition, businesses are looking to explore for the latest dynamics and trends which will
11
have positive impact on their business. The hospital industry in India is forecasted to increase
to Rs 8.6 trillion (US$ 132.84 billion) by FY22 from Rs 4 trillion (US$ 61.79 billion) in
FY17 at a CAGR of 16-17 per cent.

1.1 About Mental Health Care Act, 2017.

According to Med lexicon’s medical dictionary, mental health is:

"Emotional, behavioural, and social maturity or normality; the absence of a mental or

behavioural disorder; a state of psychological well-being in which one has achieved a
satisfactory integration of one's instinctual drives acceptable to both oneself and one's social
milieu; an appropriate balance of love, work, and leisure pursuits."

Mental health is an integral and essential component of health, but it is also notoriously
difficult to define narrowly or universally. The WHO constitution aims to avoid controversy
by putting the matter at its broadest: “Health is a state of complete physical, mental and
social well-being and not merely the absence of disease or infirmity.” It defines mental
health as “a state of well-being in which the individual realizes his or her own abilities, can
cope with the normal stresses of life, can work productively and fruitfully, and is able to
make a contribution to his or her community.”

On the basis of this capacious definition, with its emphasis on self-realization, stress-
management, and optimal functioning, the organization signals that “the promotion,
protection and restoration of mental health” should be “regarded as a vital concern of
individuals, communities and societies throughout the world.” With the best intentions and
an admirable focus on social justice and inclusion, the WHO stipulates that it is “vital to not

12
only protect and promote the mental well-being of its citizens, but also address the needs of
persons with defined mental disorder.

With the need of the hour and growing concern for mental health, the Mental Health Care
Act 2017 was passed and approved by Parliament and got assent by the President in April
2017 and eventually come into force from May 29, 2018 in India.

Figure 1.l Mental HealthCare Bill

The law was described in its opening paragraph as “An Act to provide for mental healthcare
and services for persons with mental illness and to protect, promote and fulfill the rights of
such persons during delivery of mental healthcare and services and for matters connected
therewith or incidental thereto.” The Bill seeks to replace the Mental Health Act, 1987.
In 2007, India ratified the United Nations Convention on the Rights of Persons with
Disabilities, which requires signatory countries to change their laws to give effect to the
rights of persons with mental illness. It was believed that the 1987 Act did not adequately

13
 protect these rights, and a need was felt to provide them with better treatment and improve
their access to health services.
Mental illness was earlier defined as any mental disorder other than mental retardation. The
Bill passed by Rajya Sabha defines mental illness to mean a disorder of thinking, mood,
perception, orientation or memory. Such a disorder impairs a person’s behavior, judgment,
capacity to recognize reality or ability to meet ordinary demands of life. This definition also
includes mental conditions associated with substance abuse, and does not include mental
retardation.

Key Rights:

▪ Manner of treatment: The Bill states that every person would have the right to specify how
he would like to be treated for mental illness in the event of a mental health situation. An
individual will also specify who will be the person responsible for taking decisions with
regard to the treatment, his admission into a hospital, etc.
▪ Access to public health care: The Bill guarantees every person the right to access mental
health care and treatment from the government. This right includes affordable, good quality,
easy access to services such as minimum mental health services in every district. Persons
with mental illness also have the right to equality of treatment and protection from inhuman
and degrading treatment.
▪ Suicide decriminalized: Currently, attempting suicide is punishable with imprisonment for
up to a year and/or a fine. The Bill decriminalizes suicide. It states that whoever attempts
suicide will be presumed to be under severe stress, and shall not be punished for it.
▪ Insurance: The Bill requires that every insurance company shall provide medical insurance
for mentally ill persons on the same basis as is available for physical illnesses.
The new law aims for social inclusion of persons with mental illness by emphasizing that
treatment and care is to be provided in a way that enables these persons to live with their
families in their own community.

The new law aims for social inclusion of persons with mental illness by emphasising that
treatment and care is to be provided in a way that enables these persons to live with their
families in their own community.

1.1.1Electronic Mental Health Record (EMHR)

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In September 2013 the Ministry of Health & Family Welfare (MoH&FW) notified the
Electronic Health Record (EHR) Standards for India. The set of standards given therein were
chosen from the best available and used standards applicable to Electronic Health Records
from around the world keeping in view their suitability to and applicability in India.

For a health record of an individual to be clinically meaningful it needs to be from

conception or birth, at the very least. As one progresses through one’s life, every record of
every clinical encounter represents a health related event in one’s life. Each of these records
may be insignificant or significant depending on the current problems that the person is
suffering from. Thus, it becomes imperative that these records be available, longitudinally
arranged as a time series, and be clinically relevant to provide a summary of the various
healthcare events in the life of a person. An Electronic Health Record (EHR) is a collection
of various medical records that get generated during any clinical encounter or events. With
rise of self-care and homecare devices and systems, nowadays meaningful healthcare data
get generated 24x7 and also have long-term clinical relevance. The purpose of collecting
medical records, as much as possible, are manifold – better and evidence based care,
increasingly accurate and faster diagnosis that translates into better treatment at lower costs
of care, avoid repeating unnecessary investigations, robust analytics including predictive
analytics to support personalized care, improved health, policy decisions based on better
understanding of the underlying issues, etc., all translating into improved personal and public
health.

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Figure 1.2 EHR

1.1.2 Mental Health Records – and making them electronic

Growing need for mental health record -

Doctors, nurses and other mental health workers all keep records - also called “notes” or,
occasionally, “charts”. In these they record the medical and social problems and any care one
had. This is so that they, and one, can make good decisions about the health and care.
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Information in mental health records -

Any diagnoses and the details of any mental health problems one has.

• The treatments one has had.

• How these treatments have helped – or not.
• Any medication one is taking – or has taken in the past.
• Any bad effects one has had from medications.
• The results of any health tests, such as blood pressure tests, blood tests, X-rays.
• How much alcohol one drinks?
• If one has used any street drugs.
• Personal information - your age, address, work.
• Information from other people - hospital letters, A&E attendances, relatives, carers,
insurance companies, solicitors.

Electronic records are more secure than paper records. Paper records are sometimes lost and
could be (and, often were) destroyed in floods, fires etc.

Electronic records generally take more time for health professionals to complete, but they
can make it much easier to find information. They are very clearly indexed, so a particular
record can usually be found in a few seconds.

Mental health professionals within an organisation all write in the electronic record. They
can see what their colleagues have written even if they do not work in the same unit. This
means that they can keep up to date with the care more easily than if records are held on
paper.

Electronic records are always available. A professional does not need to wait for them to be
found and brought to them when are needed. Paper records can be particularly hard to locate
at night or at the weekend.

Records are also kept so that mental healthcare professionals in different organisations can
communicate quickly and clearly with each other. But information held in paper records has
to be passed from one place to another using letters, ‘phone calls, faxes and emails. This
causes delays, particularly at night or at weekends. At the moment it is not always easy to
17
transfer an electronic record (or even view it) between different sites or organisations.
However, in the future, these records should be linked together. Electronic systems also
create the potential for the patients to see the records directly, in the same sort of way that
one may be looking at the bank account over the Internet now.

1.1.3 Marketing Communications

Marketing definitions have adjusted over time, as a result of different influences that have
affected the discipline through its history (Baker, 2000:1). It is a broad discipline and as such
has numerous definitions.

Table 1.1 Definitions of Marketing

These definitions share some commonalities. They focus on: customers; the provision of
suitable offerings to meet customers’ needs; appropriate benefits to the organisation; and the
relationship between the customer and the organisation on the basis of value exchange.

Marketing is something which can be seen everywhere, in each phase of a business, from
beginning to end. Customers of a company are those people who can either make or break
the product. Marketing is a vast process of getting to know all about the customers’ interest
and formulating proper planning to incline them towards the product or services of a
business for which understanding a market and its customers is of utmost importance. A
proper planning helps any business to retain its customers, keeping its main focus on
improving sales, thus increasing revenue. Satisfaction of customers will enable a company to
understand whether the plan is executed in the right manner or changes are needed to be

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carried out in the way that fulfil customers’ needs. In order for each product to develop in the
right manner, it is necessary to target the right market from the beginning, get customers’
insight and prepare a strong base before actually launching it in the market. A relationship
between customer and product is build on trust and understanding, thus building a cordial
relationship with them helps a business in the long run since, if a customer is loyal to a
company or its brand, he or she will never go or prefer other options. It is to be noted that if a
business does not plan its marketing effectively, the business might even fail to exist because
no one would be able to know about the product or services that are offered.

Marketing acts as fuel for conducting both internal as well as external activities of a
business. In today’s times, each and every organisation has realised the importance of
marketing and how it dominates a company’s position in the market. Keeping this scenario in
mind, the companies have adopted “holistic approach to marketing” in order to create and
maintain a desirable demand, reputation and competition.

The most crucial aspect of marketing is communication. It is an integral part of the very
basics of everyday marketing. An effective communication strategy is the key to make a
particular brand valuable and unique. Due to technological advancement, new
communication avenues like internet, social media, have accelerated the growth of new and
different communication strategies.

Marketing communications is an audience-centred activity. Effective marketing

communications enables audiences to engage with products, services, brands and
organisations. The goal is to stimulate a dialogue that will, ideally, lead to a succession of
purchases and complete engagement. This interaction represents an exchange between each
organisation and each customer. Communication plays an important role in these exchange
networks. At a basic level, communication can assume one of three main roles:

1. It can inform and make potential customers aware of an organisation’s offering.

2. It persuades current and potential customers to enter into an exchange relationship in

accordance with their desires.

3. Marketing communications can act as a differentiator, particularly in markets where there

is little to separate competing products and brands. Mineral water products, such as Perrier
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and Highland Spring, are largely similar: it is the communications surrounding the products
that have created various brand images, enabling consumers to make purchasing decisions.
In these cases the images created by marketing communications disassociate one brand from
another and position them so that consumers’ purchasing confidence and positive attitudes
are developed. Therefore communication can inform, persuade, reinforce and build images to
delineate a product or service.

A product is considered as dead without a proper communication in this competitive

environment. Marketing communication, just like oxygen, infuses life in the product and
improves sales. A strong marketing communication helps to get necessary materials and
services in order to undertake the business activities. It creates a balanced collaboration and
coordination with others to get suitable distribution of goods and services. Because of this,
consumers are freely able to access and afford thousands of products offered of their choice.
Through marketing communication, interested parties are willing to understand the intentions
of others and they often appreciate the value of the goods and services being presented
before them. Hence, marketing communication acts as a core activity.

Traditionally, the five main disciplines and tools of marketing communication were
Advertising, Sales Promotion, Direct Marketing, Personal Selling and Public Relations. And
then there’s the media.

Table 1.2 Overview of Marketing Communication Mix

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These ologies were amalgamated in order to conduct a business in various forms. Distinct
mixes could be identified for business-to-consumer (b2c) and business-to-business (b2b)
audiences. There were variations reflecting particular brand circumstances, but essentially in
the b2c market advertising was used to build brand values, sales promotions were used to
encourage customer action, and public relations sought to generate goodwill and interest
about the company. Personal selling was regarded as the primary tool in b2b markets, but it
also had a role to play in retail environments, for example selling consumer durables. In the
1990s “direct marketing” became a more prominent tool in the mix because technology had
enabled a form of communication by appealing personally and directly to the target
customer. This change introduced new media formats, and the subsequent development of
the Internet and related digital technologies has accelerated change in the marketing
communications industry. There are now a myriad of opportunities to reach audiences, with
the Internet representing a new, yet challenging, form of communication channel.

Hence the world of marketing communications is bright, exciting, sometimes unpredictable,

yet always challenging and evolving.

Commercial as well as non-profit organizations, routinely confront these typical questions:

Do we need social media? How do we introduce our new website? What can we do to
publicize our ecommerce store? How do we introduce our new product? How will our
market share rise? These are five commonly asked questions that require marketing and
communications expertise. Whether it is a strategic plan, a business plan, a marketing plan or
a communications strategy, their design requires systematic, step-by-step development that
takes into account elements of all the other types of plans. Therefore this leads to a new form
of and role for marketing communications, and to a vision that an organisation’s entire
marketing communications should be planned, coherent and consistent. This word –
consistency – applies to internal policies and strategies, to deliver messages-to and from
internal and external stakeholders: consistency with the values of their customers and with
the relationships they forge with key suppliers and distributors.

Before descending into the construction of the communication plan, there are some pre-
activities that have to be done. Mike King (2009, 4) tells that the first step in constructing a
marketing communication plan is to think “What is the core goal” Is it to boost sales? Or is it

21
to reach a new customer segment? Perhaps it is to inform existing customers of a new
product launch. Either way, by having a clearly established goal; it will help a company to
act in unison and allocate resources properly. For instance, MentDoc’s aim is to know the
best way about how the psychiatrists and psychologists can maintain the record of their
patients electronically. Once that objective is cleared then the next step is to identify the
communication objective. These change from time to time depending on the plans of the
company. It is imperative to set realistic and measurable goals. King mentions that we have
to always remember to start locally and build globally and to tackle this we must work on a
per project basis.

The second step is to identify the target audience. To exemplify, the primary audiences for
MentDoc website are psychologists and psychiatrists of private hospitals and institutions.
King suggests that for a marketing plan to be effective, it needs to target its primary customer
directly. The reason behind this is that marketing tends to be a costly as well as time
consuming activity and it would be bad to waste its energy and attention on the wrong group
of people. Kotler agrees with King. In addition to that, Baack and Clow support the
importance of finding and locating the appropriate customers. They mention that in case if
the number of customers are usually low and more concentrated in a geographical area, then
it is important to use creativity to attract these customers. Furthermore, they stress on
designing a way of making it easy for the customer to reach the company in question. Lastly,
they state that it is also important to reduce the purchasing risk for customers. It is crucial to
find out important information such names, demographic characteristics or psychological
tendencies. It is through understanding these needs, attitudes, interest and opinions; that one
will be able to develop a good or service and preparing a plan that will reach those
customers.

Upon execution of the first two steps, the steps that follow are designing the message and
selecting the medium of communication. As a company, one needs to establish a clearly
defined product or service. This encompasses all that a company does and doesn’t do. Once
the service is defined one has to create a brand name, logo and marketing elements such as
company’s slogan and advertising tagline. Moreover, one needs to develop a unique market
niche or having a unique selling position (USP). This is a feature that allows a newly formed
company to stand alone and be distinct from the competitors. The USP of Mentdoc is to
22
provide effective, secure and confidential record maintenance of mental health patients. Fahy
& Jobber also concur with this notion and stress on the importance of being a value leader
and its role on creating return/repeat customers. Once it is known what the firm has to offer
to its target group then it is possible to construct a message that is aligned with the goals and
selecting a medium to transmit the communication will follow.

A number of models can be considered to plan marketing communications. The idea behind
it is setting goals and implementing a controllable way to achieve it. The SOSTAC Model
was developed by Paul Smith due to its effectiveness and its ability to incorporate various
aspects of planning. Not only can it be applied to marketing communication plan but also
business plan, marketing plan, advertising plan and so on. Through it, a practical
communication plan will be formed. SOSTAC is an acronym for Situation, Objective,
Strategy, Tactic, Actions and Control. Smith and Taylor delve deeper by explain what each
acronym is about in the following list: −

• S = Situational analysis (where are we now?)

• O = Objectives (where do we want to go?)

• S = Strategy (how do we get there?)

• T = Tactics (details of strategy)

• A = Action (putting the plan to work)

• C = Control (measurement, monitoring and modifying)

23
Figure 1.3 SOSTAC model and it demonstrates the stages of progression from planning to
implementation.

Situational analysis

This is the assessment of a company’s internal and external environment in order to

understand its capabilities, customers, competitors and environment. A SWOT analysis is a
complete situational analysis of a company’s situation by taking into account internal and
external factors. It stands for strength(S), weaknesses (W), opportunity (O) and threats (T);
hence the acronyms SWOT.
24
“Strengths include internal capabilities, resources, and positive situational factors that may
help the company serve its customers and achieve its objectives. Weaknesses include internal
limitations and negative situational factors that may interfere with the company’s
performance. Opportunities are favourable factors or trends in the external environment that
the company may be able to exploit to its advantage. And threats are unfavourable external
factors or trends that may present challenges to performance.” (Kotler & Armstrong 2011,
53).

The idea here is for the company to analyse itself and its environment. Not only that but also
aided in problem solving and decision making. By doing so, it will find internal and external
factors that have positive implications as well negative impacts. This will then help in
minimizing the negatives or at least prepare for them and also use the positives to its
advantage.

Objectives

Setting objectives is a crucial component of any business. At any point in time a number of
objectives exist depending on which aspect is observed. Examples of varying objectives
include business objectives, marketing objective, marketing communication objectives.

Strategy

Strategy deals with how one can meet the objectives. Communication strategies can include
factors such as segmentation, targeting, positioning, selection of communication tools and
sequence of communication tools.

Tactics

These are activities performed to support strategies. They include promotional campaigns
around themes based on strategic objectives. They are not meant to replace strategies rather
they add excitement and new interest to a company’s regular routine for its customers. They
include advertisement based on themes or subthemes, price changes etc.

Action

25
This is the stage where most of the implementation takes place. It is the section that requires
a great deal of management because the budget and maintaining schedule falls into this
category.

Control

This stage makes plans on the measurement and monitoring of progress. It is important to
know how campaigns are performing early on rather than when it is too late. Control systems
need to exist in order to monitor activities.

Therefore, to summarize, the primary step in the marketing communications plan is to

analyze the internal and external marketing environment. There are four key environmental
variables that companies have to evaluate. They are: competition, market analysis, customer
analysis and positioning analysis. The next step is to establish marketing communication
objectives that reflect the analysis made in the previous step. There are usually five key
objectives -creating brand awareness and building brand equity, providing information,
increasing sales, differentiating the brand and influencing consumer behaviour. Based on
these objectives, companies have to decide the budgeting allocation for marketing
communications activities. Companies usually use arbitrary method, affordability method
and percentage of sales method, competitive parity method, objective and task method, and
payout planning method in order to set the budget. After deciding on the marketing
communication objectives and the budget allocation, companies have to design the
marketing communications program. The decisions to be taken in this regard are: selection of
communication mix, developing a creative strategy and media decisions. The final step in the
marketing communications plan is evaluating and controlling the marketing communications
programs. This evaluation can be done through the communication audit.

26
1.2 Company Profile

1.2.1 Enrich

Enrich has been encapsulated with the idea of working with Adolescents (11-19 years) using
a holistic approach to facilitate the development of effective social, emotional, academic and
27
career skills in middle to senior standard school- attending students.

It has team strength of 10+ members who are alumni of National Institute of Mental Health
and Neuro Sciences,Delhi University, Lal Bahadur Shastri Institute of Management, Indian
Institute of Psychology and Research. More than 60 counsellors across Pan India are
providing online counselling services through Enrich in different domains like Clinical
psychologist, counselling psychologist, life coach, Industry Experts, parent mentors, career
counsellors, personality coach, Adolescent mentor and Nutritionists. Advisory panel consists
of leading names like Dr. Manju Mehta and Dr. Shivdasini Singh Amin.
Enrich offers services in the domain of Workshops, Assessments and Screening tools and
counselling (online) with experts of Enrich and Enrichment Programs.

1.2.1.1 Basic ideology behind Enrich

Adolescence is one of the most important stages of human development. Adolescent’s well-
being underpins their ability to learn and develop satisfying relationships and to grow into
healthy adults. Enrich was conceived with the idea of tapping this transient phase of a child’s
development, which is responsible for shaping one’s personality as an adult. Enrich aims to
enhance every child, by mentoring them with guidance and equipping them with skills –
Social, Emotional, Academic and Career.

Enrich work towards the well-being of adolescents under four main domains – Social,
Emotional, Academic and Career (SEAC Model), making the model unique and holistic in
its approach.

• Social and Emotional: This domain focuses on the different shades of adolescents’
social and emotional development and behaviour.
• Academic: This domain focuses on the factors responsible for adolescents’ academic
success.
• Career: This domain focuses on aspects related to adolescents’ career planning such as
interests, aptitudes, work-values, personal traits and professional skills.

1.2.1.2 Enrich and Adolescent well - being

28
Adolescence is the developmental period characterized by significant changes in all aspects
of a child's development – physical, social, emotional and cognitive. During adolescence
individuals acquire new cognitive skills, and become mature in their reasoning and problem
solving skills. This is also the phase of identity formation, i.e., the development of a strong
and stable sense of self, an individual’s discovery of ‘who am I’ and ‘who will I become’.
Marked by such transitions, this phase of development encounters many upheavals,
adjustment problems, lack of clarity, dysfunctional thought patterns, and faulty coping
mechanisms. Appropriate guidance and mentoring can lead to correction of such patterns and
significantly contribute to positive well-being of adolescents and a healthy development of
their personality.

At Enrich, one believes that every adolescent can develop effective skills for their life, which
will equip them to take charge of their own well-being and pave the way for a healthy and
positive future.

1.2.1.3 Approaches of Enrich

The programs at Enrich are divided into 3 distinct parts: Mirror, Guidance and Enrichment,
for each domain – Social and Emotional, Academic, and Career.

• Mirror: Assessment and Screening Tools

• Guidance: Online Counseling Programs
• Enrichment: Programs for Self-Enrichment

The programs at Enrich are based on an effective structural approach, encompassing a clear
understanding of which determinants exist and how they interact, to ensure the delivery of
systematic evidence-based guidance and evidence-based computer assisted programs.

Enrich has been designed with a practical and solutions-focused approach, driven towards
skill-development. Enrich aims to enhance every adolescent by helping them develop
effective social, emotional, academic and career skills ranging from self-awareness and self-
reflection to 21-st century skills of problem-solving and critical thinking.

1.2.1.4 Differentiating factors of Enrich

29
 Everything…. It aspires to be ‘one place all solutions’ for Adolescent Well-being!

1. Specifically and solely working with Adolescent Well-Being, an ignored area

2. Systematic approach encompassing - Screening and Assessment, Guidance and Enrichment.
3. Holistic Approach - Social, Emotional, Academic and Career.
4. Detailed Feedback on Screening and Assessment.
5. Expert Recommendations.
6. Structured and Solution-Focused programs.
7. Evidence-based programs.
8. Products developed by licensed and experienced Psychologists.
9. Guidance by trained Adolescent Mentors.
10. Eminent and Distinguished Advisory Board.

"It is easier to build up a Child than to repair an Adult" - Anonymous.

1.2.1.5 Services at Enrich

Mirror - Assessment and Screening Tools

Mirror, just as the name suggests, has been designed to reflect clarity in us about ourselves.
The purpose of mirror is to be able to screen and evaluate ourselves, to get a deeper and
clearer understanding of ourselves. The mirror comprises of screening tools under different
domains that help us to evaluate and reflect upon, and this evaluation comes with a detailed
feedback of the findings, including well explained recommendations and suggestions for
improvisation. Mirror includes the following domains:

1. Self-Reflection Mirror
2. Social and Emotional Mirror
3. Academic Mirror
4. Career Clarity Mirror

Guidance - Online Counseling Programs

Enrich’s Online Counseling Programs have been designed to make adolescent guidance
services available, accessible, and private for the adolescents in their comfort environment,

30
 however, only under the supervision of a parent/guardian. In this attempt, Enrich has
initiated to empanel the best experts, having experience and expertise to counsel, guide and
support adolescents and parents, and provide assistance on behavioural, academic and career
related concerns. Enrich has also developed structured programs to mentor adolescents on
skills for social and emotional management (behaviour related concerns) and for academic
enhancement. Our Guidance services include:

1. Online Consultation
2. Adolescent Mentorship Program
3. Academic Guidance Program

Enrichment – Programs for Self-Enhancement

Enrich’s programs for adolescent enrichment, are an initiative to bring evidence based
technology and skills together, to offer challenging and extensive programs that facilitate
adolescent well-being and holistic development. Our programs are designed by licensed
psychologists and are supported by scientific evidence, to enhance the overall functioning,
including cognitive skills, executive functioning, self-confidence, intrinsic motivation,
persistence, etc. Enrichment includes the following:

1. Enrichment Capsules
2. Enrichment Programs
3. Enrichment Workshops

31
Figure 1.4 Services at ENRICH

Enrich has successfully reached more than 2,000 students through its psychometric screening
and assessment tools and nearly 3,000 students through their workshops, helping students
develop effective skills ranging from self-awareness to self-enhancement.

1.2.2 MENTDOC

32
Figure 1.5 Features of MentDoc

A large number of Indians (approximately 60 million- a number greater than the combined
population of some countries like South Africa) –suffer from mental disorders.

Mr. JP Nadda, Minister of Health and Family Welfare, in his address in the Lok Sabha in
May 2016, revealed that according to the National Commission on Macroeconomics and
Health (2005), about 10-20 million Indians were suffering from complex mental disorders
like schizophrenia and bipolar disorder, whereas nearly 50 million Indians were suffering
from common mental disorders like depression and anxiety.

With growing awareness of Mental Health and Mental Illnesses in India, the Mental
Healthcare Bill was revised in 2017, bringing reformative changes to enhance the availability
and scope of Mental Health services in the Country.

33
To support the mandate of the Mental Healthcare Bill for provisions for maintenance of
records and reporting by Mental Health Professionals, and the right of the patient to assess
basic medical records (– a person with mental illness is entitled to receive documented
medical information, pertaining to his diagnosis, investigation, assessment, and treatment as
per the medical record), MentDoc was initiated as India’s 1st Mental Health EHR (Electronic
Health Record) Solution and Practice Management Solution to assist mental health
professionals in diagnosis, planning investigations and treatment, recording, scheduling
appointments, providing e-prescriptions, manage consultations, etc.

The services catered by MentDoc have been designed solely for different mental health
professionals like neurologists, psychiatrists, clinical psychologists and other allied
professionals.

Figure 1.6 MentDoc

1.2.2.1 Idea behind MentDoc

MentDoc is a superior alternative to the traditional paper-based record keeping for a

patient/client. The record/s can be electronically shared between health care professionals in
a healthcare setting or otherwise, maintain the defined standards of efficiency,
confidentiality, and security of medical records.

MentDoc has been designed to simplify and provide:-

1. Effective tool for Diagnostic clarification based on the ICD-10 classification of

Mental and Behavioural Disorders.
34
 2. Appointment Scheduling and Consultation Management.

3. Patient details – contact, previous history, allergies or complications, emergency

contacts.

4. Past medical history and related records.

5. Progress summaries and notes.

6. Past and future medical facility appointments.

7. Treatment plan/s.

8. Prescription/s and Doctor’s recommendations.

9. Patient Education and Patient Engagement.

MentDoc has been designed and developed by a team of leading professionals from the
fields of IT, Clinical Psychology, Psychiatry and Management.

1.2.2.2 Salient Features of MentDoc

MentDoc is an integrated medical web based application suite for mental health
professionals. The services catered by MentDoc have been designed solely for different
mental health professionals like neurologists, psychiatrists, clinical psychologists and other
allied professionals.

Features include practice management, electronic health records, patient engagement,

and diagnosis and treatment management that all work together to automate practice
workflow.

MentDoc was initiated keeping in mind the Mandation brought by the Mental Healthcare
Bill, 2017 which aims to enhance the scope of services of Psychiatrists and Psychologists.

MentDoc will keep in mind the right to access basic medical records mandation by
Mental Healthcare Bill, 2017(A person with mental illness shall entitled to receive
documented medical information, pertaining to his diagnosis, investigation, assessment and

35
treatment as per the medical record) that will help mental health professionals to keep their
records secure and safe in accordance with the mental healthcare bill, 2017.

1.2.2.3 USP’s of MentDoc

➢ Forms and Documentation according to the mandate by the Mental Healthcare Bill,
Ministry of Health and Family Welfare, Government of India.
➢ Diagnosis Clarification using a scientifically designed symptom matrix.
➢ Easy liaison and communication between multiple professionals/departments.
➢ Extended scope and accessibility of services of psychiatrists and psychologists.
➢ Effective, secure and confidential record maintenance.

36
Figure 1.7 Benefits of MentDoc

1.3 Research Methodology

All data has been collected through secondary medium. Secondary data means data that are
already available i.e.: they refer to the data which have already been collected and analysed
by someone else.

Usually published data are available in: Various publications of the journals, magazines and
research papers on the internet has been used in this project work. A qualitative
methodological approach was taken in order to explore the issues related to healthcare and
electronically maintaining the records.

Competitive analysis of the competitors was conducted to understand the strengths and
weakness of the MentDoc and what kind of changes it will bring in the working methods of
the doctors.

1.4 Objectives
• The main objective of this study is to understand the influence of promotion mix
strategies on brand awareness.
• To understand the importance of promotions about a product.
• To analyse what strategies shall be used in order to create awareness about the
product in the market.
• To check how to differentiate the product from its existing competitors.

1.5 Limitations
• Since the Act was recently introduced, so major feedbacks regarding EHR could not
be found
• Being a subjective research work, quantitative analysis of the study cannot be made.
• The product was in its introduction stage i.e., beta testing was being conducted so the
opinions of doctors could not be evaluated.

37
1
2
 CHAPTER 2

LITERATURE REVIEW

3
Enrico G Castillo, Mark Olfson, Harold Alan Pincus and T Scott Stroup mentioned in
“Electronic Health Records in Mental Health Research: A Framework for Developing
Valid Research Methods” –

• The National Institute of Mental Health’s strategic plan calls for “real world”
research studies using existing infrastructures, including electronic medical records.
• EHRs hold immense promise for mental health research. Investigators are
increasingly using EHRs in nearly every aspect of mental health research—to recruit
research participants, gather data, implement and evaluate evidence-based practices,
and conduct retrospective observational research and prospective clinical trials.
• EHRs are emerging as a key data source for mental health research alongside
administrative data and national registries.
• Informatics researchers have long recognized the research potential of EHRs as well
as the inherent challenges, such as threats to patient confidentiality, lack of
interoperability between different health information systems, incomplete or
inaccurate data, and complexities of EHR operating environments. Efforts are under
way to address these challenges. Projects such as the Health Information Technology
Evaluation Collaborative are linking multiple electronic records into health
information exchanges to facilitate coordination of care, quality improvement
projects, and large- scale research.
• Progress is also being made on developing sophisticated technologies, including
natural language processing programs and predictive models, to extract and analyze
information in EHR systems.

In the article, Improving Service Coordination and Reducing Mental Health Disparities
through Adoption of Electronic Health Records by Dr. Brian McGregor, Dr. Dominic
Mack, Dr. Glenda Wrenn, Ruth S. Shim, Dr. Kisha Holden, and Dr. David Satcher, the
authors discuss barriers to use of EHRs among behavioural health care practitioners, suggest
solutions to overcome these barriers, and describe the potential benefits of EHRs to reduce
behavioural health care disparities. Thoughtful and comprehensive strategies will be needed
to design EHR systems that address concerns about policy, practice, costs, and stigma and
that protect patients’ privacy and confidentiality. However, these goals must not detract from
continuing to challenge the notion that behavioral health and general medical health should
be treated as separate and distinct. Ultimately, utilization of EHRs among behavioral health

4
care providers will improve the coordination of services and overall patient care, which is
essential to reducing mental health disparities.

Given the pervasive impact of behavioral health and the underutilization of electronic health
records (EHRs) among behavioral health specialists, priority should be placed on designing
systems that promote use of EHRs in behavioral health practice settings . Improving EHR
adoption may enhance patient engagement, decrease emergency room visits, and improve
clinical outcomes.

When the EMR (electronic medical records) software market first emerged, behavioral and
mental health professionals had very few available choices designed to suit their specific
needs. Many ended up settling for medically-oriented EMRs that, despite including custom
templates designed for their specialty, weren’t entirely suited to their needs.

Lately, however, the tide has turned. Specialty healthcare providers — including mental
health and behavioral health providers — have begun to demand EMRs designed specifically
for their needs. In some cases, that involves medical EMRs with robust, well-constructed
modules focused on their specialty. In many other cases, however, behavioral health
providers are opting for specialty-specific systems.

The EMR industry has jumped at the chance to meet this need, so today there’s a wide range
of behavioral health EMR and mental health EMR software systems available.

5
VALANT

Valant has developed a proprietary platform serving larger behavioral therapy organizations.

Figure 2.1 Valant

Offering a mobile app-inspired, user-friendly interface, it provides three modules for

practitioners in private practice:

• Non-Prescribers Suite: Designed to offer documentation and assessment tools needed

by therapists
• Prescribers Suite: Built to support psychiatrists, this module is certified for
Meaningful Use and integrated with tools for ePrescribing and ePrescribing for
controlled substances
• Group Practice Suite: Includes a practice management system, offering scheduling,
billing and reporting function.

AntWorks

AntWorks’ EMR solution offers a fully certified EMR and EHR.

6
Figure 2.2 AntWorks

At first glance, it appears to be a general EHR. However, the system comes equipped with
thousands of templates made for all kinds of medical specialties. Even better, each of those
templates is customizable, so you can ensure that your needs are met. And to top it all off,
AntWorks provides live support from the US in case you need any help working with the
system.

CAM (Celerity)

CAM from Celerity is another cloud-based behavioral and mental health EMR solution. To
ensure they meet your specialty needs, the system is fully customizable and integrated.

7
Figure 2.3 CAM (Celerity)

Overall, CAM aims to save time and effort in your day-to-day operations. For example, it
eliminates double-entry throughout your charts and includes an integrated treatment planner
that can handle family-related goals. CAM even pre-populates your discharge summaries by
pulling diagnoses, goals, number of sessions and other information from your records.

InSync Healthcare Solutions

InSync’s healthcare solution is a great option for behavioral and mental health providers of
all sizes.

8
Figure 2.4 InSync

Whether you’re a solo practice or part of a large, multi-location, multi-specialty practice,

INSync can manage your EMR needs. It’s deployed on the cloud (like most of the systems on
this list), making it easier to integrate and implement. The mental health features of the
system are particularly robust, allowing for patient engagement and easily scheduling of
group therapy sessions.

Ettenson et. al. (2013) made a revolutionary contribution by providing a SAVE model of
marketing to retool the 4Ps of marketing mix, which shifts the emphasis from products to
bbb solutions, price to value, place to access and promotion to education.

"In the past decade, medical records have become increasingly synonymous with electronic
health records," write the authors of the new report, "Clinical Documentation in the 21st
Century," published in the Annals of Internal Medicine. In the not-too-distant future, EHRs –
and the clinical notes contained therein – will evolve: "Existing technology, such as
registries, portals, connected home monitoring devices and provider- and patient-controlled
mobile devices, as well as technology not yet in use or even built, is likely to integrate with or
possibly even replace the EHR (as currently conceptualized) as a primary vehicle for viewing
and recording clinical documentation," they write.

The Pew Charitable Trusts, in collaboration with the Johns Hopkins Armstrong Institute for
Patient Safety and Quality, convened 70 experts representing makers of EHR systems,
hospitals, clinicians, patient safety advocates, and the federal government at a July 28, 2015
workshop. Following a day of robust discussion, a set of core problems that inhibit EHR
usability emerged along with a number of promising solutions. Since then, several reports
have also looked at ways to address EHR usability and patient safety.

9
 CHAPTER 3

CONCEPTUAL FRAMEWORK

10
It is necessary to understand the ways in which EHR works – how it impacts clinical and
management practices. Sensible commentators agree that information technologies can, by
their nature, influence behaviour in several different ways. EHRs are the same, in the sense
that they might reasonably be expected to change the work patterns of the people who use
them. But EHRs are different, too. They are unusually complicated technologies, in the sense
that they are used by many different people in different ways and in different work contexts.
They will be used in one way by a hospital doctor working in A&E/ER, and quite another by
a physiotherapist working in the community. Further, there is no single thing called an EHR –
there are many different systems on the market already, and no doubt there will be many
more in the future.

The EMR is the tool physicians used to make their encounter notes, and those notes are the
basis for insurance coverage, referrals, and prior authorizations. Doctors nowadays are
including EHRs in their decision making process. They spend a significant percentage of
their day using the EHR. From scheduling an appointment to checking into prescribing
medications to reviewing test results, the EHR is at the centre of any clinic. It makes it easier
and much simpler for the doctors to communicate and provide information to other doctors
and local hospitals so that the medical history is not required to be repeated again every time
the patient goes to a different doctor. The EHR is integrated with the other mental health
devices.

The applications of the Internet technology have contributed a great deal in the advancement
of many fields such as education, business, health and entertainment. In the field of medicine,
new concepts like telemedicine, e-medicine and health informatics have been introduced to
optimize healthcare services. Driven by the needs to facilitate the administrative process and
reduce medical errors, healthcare institutions in many countries have decided to use the
electronic health records (EHRs) in managing its various health care services and functions.

With the use of EMHR, mental healthcare providers can benefit significantly from the
technology to improve patient care quality by making more accurate decisions and solving
more clinical problems at a faster rate based on highly reliable and up to date electronic
health record system. Its usage by psychiatrists and psychologists will offer significant
amount of benefits in mental healthcare such as improved efficiency, reliability and system
security. The system improves efficiency through easy access to patient records, results of
patient investigation, lab tests, and imaging works from a single point of care. This capability
11
eliminates the time required for the medical attendants to dispatch and retrieve physical
records located at various distant physical locations. It also improves reliability in patient
records by ensuring integrity and security of patient data through authentication and various
level of access authority. Loss and misplacement of patient records and various tests such as
bi polar disorder tests, schizophrenia tests, screening tests, etc which commonly happen with
physical paper folders, can be drastically alleviated.

Figure 3.1 Framework for imvestigating impact of EHR implementation process

In the event of emergencies, such as when a patient is unconscious or unable to speak, the
pertinent information could be accessed from the host computer from the hospital where the
patient was treated earlier. Ultimately, an ideal system would allow for sharing of records
over the telecommunication networks between different mental healthcare organizations. This
enables patients to get treatment across these facilities more conveniently during
emergencies. With these benefits of EMHR, it is not surprising that its implementation in the
mental healthcare industry is becoming prominent worldwide.

EMHR Management through MentDoc-

12
An Electronic Mental Health Record (EHR) is a digital version of a patient's summaries and
records. EHRs are patient-oriented records that facilitate an authorized professional a quick
and secure access to information.

EHRs in addition to the above can:

▪ Contain an individual's medical history, diagnosis, medication plans, treatment plans,

immunization details, allergies, radio-diagnosis and laboratory/test results
▪ Help providers take evidence based decisions about a patient.
▪ Aid and streamline process flow.

A critical feature of an EHR is that information is created and managed by authorized

providers in a format, which makes it capable of being shared with other providers across
many health care organizations. EHRs are designed in order to share information with other
health care partners − such as laboratories, specialists, medical imaging facilities, pharmacies,
emergency facilities, school clinics and workplace clinics.

MentDoc is designed in a manner that it fulfils all the requirements and tasks expected from
robust EHR software, thus easing exchange and flow of critical information.

Diagnosis and Treatment using MentDoc-

13
A Tool for Diagnostic clarification based on ICD10 classification of mental health behaviours
and disorders. The software developed by MentDoc has been designed to aid mental health
professionals in clarifying diagnosis based on Patient Symptomatology by matching it with
the diagnostic criteria as given under the ICD10 classification of Mental and Behavioural
Disorders, thus making it highly effective and reliable.

Practice Management and MentDoc-

MentDoc has been designed in a manner that it will be of immense help to an MHP in easing
the operations by streamlining and digitizing them. With the help of the dashboard, all the
important information such as My Patients, Total Consultations, Upcoming Appointments,
Total Co-Workers, Total Clinics, Labs and Pharmacies.

Also it helps in managing multiple clinics effectively in addition to referring cases for a
second opinion at the click of a button.

No more worrying about writing prescriptions manually and coordination with pharmacies,
all will be available at the click of a button.

Thus, MentDoc was initiated as India's 1st Mental Health Record Maintenance Solution as
well Practice Management & Patient Engagement Solution to assist mental health
professionals in diagnosis, planning investigations, treatment, recording, scheduling
appointments, providing e-prescriptions, manage consultations, etc

Various promotional mix for EMHR

14
EMHR uses its promotional mix or marketing communications mix to communicate with
target customers in the mental healthcare industry. It uses marketing communications to
promote its products, considering the dynamics of its target markets. The marketing
communications mix is also called promotion, which corresponds to the promotion
component of the marketing mix or 4Ps. It is a good example of a tool that uses different
kinds of communication in its promotion activities. EMHR’s marketing communications mix
can be easily observed in the form of advertisements and other activities. Its success puts
emphasis on the benefits of effective marketing communications. MentDoc’s marketing
communications mix is effective because of the balance it creates between attracting new
healthcare providers and keeping existing healthcare providers.

In developing and maintaining its marketing communications mix, MentDoc applies a

strategic combination of advertising, personal selling, direct marketing, sales promotions, and
public relations. This combination allows the Enrich company to effectively promote its
products and strengthen its brand image. Brand image is one of the major business strengths
and contributors to the company’s long-term success, as shown in the SWOT analysis of
MentDoc.

Strengths –

➢ Suffices the needs of Mental Healthcare Bill.

➢ Digital Prescription- Maintain a direct contact with
• Pharmacy
• Labs
• Reference cases
• Admissions
➢ Monitoring the progress of your patient in a digital way.
➢ Customizable as per doctor’s or professional’s needs.
➢ Accessibility to Patient health records, reports of clinical assessments and
psychological assessment, therapy notes, etc.
➢ Enhancing and Making easy Patient-Doctor Interaction and Engagement.
➢ Ease of educating the Patients and Patient’s nominated representative.
➢ Making possible the patient-patient interaction through supervised chat groups for
specific conditions.

15
Weakness –
➢ No separate departments of each disorder which creates inconvenience for doctors.
➢ It should provide time to time offers for the benefits of its customers without creating
any hindrance.
➢ Uses complex method for adding information.
➢ It has restricted itself only in the field of mental illness.
➢ There is no specified tenure up to which the records of the patients will be saved.
➢ It is web based and does not function

Opportunities –
➢ Patients’ education will enable people to talk about mental problems openly.
➢ Initiated as India’s first Mental Health Record Maintenance and Doctor-Patient
Engagement solution, MentDoc aims at providing cloud based solutions for practicing
psychiatrists and psychologists.
➢ Mental health practitioners can utilize this application to educate the patient on
disorder, treatment and their medicine plan.
➢ Organize seminars and workshops for your patients at the click of a button. – To be
introduced soon.

Threats –
There are other top EHR tools that might provide a tough competition to MentDoc’s
management.
➢ AdvancedMD is an integrated medical software suite for independent practices.
Mobile users can work on the iPhone and iPad and the cloud platform enables
anywhere access.
➢ NextGen EHR solutions are suitable for ambulatory practices of all sizes, and enable
users to coordinate patient care while complying with health care reform demands
such as the Merit-based Incentive Payment System (MIPS), population health and
other value-based care requirements.
➢ Aprima EHR is designed to take advantage of mobile hardware including the Aprima
Mobile smartphone app for tablets, touchscreens and smartphone devices. It features
unique Replication technology to let users work from anywhere, anytime, with or
without an Internet connection.
16
 ➢ WebPT is a cloud-based, multi-product platform for outpatient physical, occupational
and speech therapy clinics.

Advertising MentDoc

➢ In advertising, MentDoc’s goal is to reach large populations of target customers, who

are psychiatrists and psychologists, with the biggest possible impact. Successful
advertisements promote the brand to customers. These advertisements also improve
consumers’ perception about the company and its products. Advertising is an effective
marketing communications tactic. Through proper implementation, Enrich reaps the
rewards of a stronger brand image and higher demand for its products which are
MentDoc and MentCom.

MentDoc promotes itself by firstly introducing the Mental HealthCare Act, 2017
through visual aid. It further advertises itself through banners, brochures, standees etc.

MentDoc’s Personal Selling

➢ Personal selling contributes to positive customer experience. Customer experience is

enhanced because of trained assistance and persuasion from MentDoc team.

Direct Marketing

➢ Enrich uses direct marketing to promote new products to target markets. Hence direct
marketing contributes to MentDoc’s competitiveness through customer loyalty. For
example, in directly communicating with target organizations, hospitals, the company
develops loyalty among target consumers, who become more frequently exposed to its
brand. For instance, MentDoc provides its customers a cover-box stating the benefits

17
 and application of its product. The box contains a CD, a booklet with user manual and
subscription manual. This helps improve the company’s competitiveness and address
the strong force of competition. This means that strategic approaches to promotion are
directly linked to the development of the company’s competitive advantages.

Figure 3.2 MentDoc Coverbox

Sales Promotions

➢ MentDoc’s sales promotions are usually in the form of special offers given to target
customers. MentDoc provides a very reasonable pricing to its users, so that it will be

18
 convenient for all. The company uses sales promotions to motivate new customers by
giving additional benefits, such as the savings they can make by purchasing when
discounts or special offers are applied. Such as – 1 Month Trial Free, with further
Charges Rs 1000 per month and Rs 10000 per year.

Public Relations

➢ MentDoc uses public relations in marketing communications. In this business case,

the company implements public relations as a way of addressing social issue of
mental illness which otherwise is considered a social taboo.

The aim of marketing communications is to produce successful results (Vuokko 2003, 131).
In this meaning marketing communication is a wide term, which can be understood in many
ways. Main thing is, however, to make a product known by various methods. Like every
project, marketing communication must be planned carefully, too. This chapter focuses on
the main issues on marketing communication planning. When planning marketing
communication, one important thing to be concerned is about ethical norms. This only not
refers to truth-telling, but also legal and other regulatory deterrents of promotional tools.
Ethical issues stand out especially while designing the message that is to be delivered to
target audience. These issues lead directly to the special requirements for the treatment of
vulnerable groups in promotion campaigns. Overall, special attention must be given in order
to behave in a generally acceptable way in marketing communication. (Fill 1999, 54-57.)
Promotion planning is an essential management activity, and it should be developed around a
suitable framework. Baines et al. (2008, 519) introduces marketing communication planning
framework (MCPF), which provides a visual guide within elements. The process starts from
the external agencies which make a marketing research for the company. The marketing
communication plan can be based on the gathered information. Furthermore, Baines reminds
that MCPF is a suitable checklist of activities that need to be considered. The framework can
be seen in the following Figure. (Baines et al. 2008, 519)

19
 Figure 3.3

The marketing communications planning framework (MCPF) is a model for the creation of
an integrated marketing communications plan. Created by Chris Fill, senior examiner for the
Chartered Institute of Marketing, the MCPF is intended to solve the inadequacies of other
frameworks.

There are a few important factors, which must be included into the marketing communication
plan.

Context Analysis

The base of the plan is to define problems and opportunities (Vuokko 2003, 133). Usually
there are some points what need to be improved or some opportunities what can be utilized.
The purpose of the context analysis is to determine and understand communication drivers,
which are likely to affect on the brand or company. In context analysis, market research data

20
about target audience is highly appreciated. Their needs, motivation, attitudes and decision-
making characteristics are important information for the successful plan (Chris Fill 1999,
Context Analysis Promotional Goals and Positioning 3Ps of Promotional Strategy
Coordinated Promotional mix Implementation, Control and Evaluation Scheduling Resources
Marketing Research Agencies Corporate Goals Marketing Goals Pull Push Profile 26 620).
This information can be gathered from the marketing plan, which is normally already
prepared at this point.

Promotional Objectives

It is important to set up promotional objectives in order to measure achievement. It is also

important to monitor and evaluate used resources. (Isohookana 2007, 98.) The most
important criteria, though, is that objectives are realistic and challenging (Vuokko 2003, 138).
Often the final objective is to make the customer to purchase the good. However, the
purchase decision is made after a long process of consideration (Kotler et al. 2006, 432). 27
Promotional objectives can be divided into three sub-groups, which are corporate, marketing
and marketing communications objectives. Corporate objectives refer to the business area
that the company believes it should be in. These details are derived from the key
communications factors facing the company at the moment. Marketing objectives are output-
orientated and derived from the marketing plan. Furthermore, marketing communications
objectives are derived from the current position of the brand. (Fill 1999, 622.) Fill (1999,
510) explains, that objectives can be described to a SMART guideline. This acronym stands
for Specific, Measureable, Achievable, Realistic and Targeted & Timed. When making
objectives with the help of SMART technique, all of the required facts must be to be
considered. S = Specific M = Measurable A = Achievable R = Realistic T = Targeted &
Timed SMART guideline does not have to be long; even one sentence may contain all the
necessary information. (Fill 1999, 510.)

21
CHAPTER 4
ANALYSIS

22
Electronic health records (EHR), the digital version of a patient's information,
are secure, transferrable records with incredible potential to improve the care physicians
provide for patients.

MentDoc was launched with this main motive of maintaining patients’ records online so that
they may be used further for reference in the future. Mental illness is something which is
looked upon by the people in the society. It is something which nobody likes to discuss.
Patients with any kind of mental disorder are unable to come out in the open and speak about
it neither with their family nor friends.

It happens a lot of times that people suffering for such disorders consider themselves ill when
all they need is counselling and proper education regarding the same. And going out and
meeting with the doctor every time becomes difficult for the patient.

MentDoc is such a platform for the psychiatrists and psychologists where they can keep and
maintain the records of their patients who visits them keeping in mind that the anonymity of
the patient is taken care of if the patient does not want to reveal its identity. The psychiatrists
and psychologists can share the data of the patients among themselves in order to provide
right guidance and medication to its patients’.

Since Enrich, the parent company of MentDoc, already deals with providing guidance to the
adolescents by counselling them and taking care of the ‘holistic approach’. To expand its
domain, it introduced MentDoc in accordance with the Mental Health Care Act, 2017 which
made it mandatory for the health providers to record patients’ details electronically – A major
initiative towards “Digital India”.

There are several other companies changing the face and functioning about the ways of the
healthcare industry.

23
THERAPY NOTES

It combines EHR and practice management solutions to help therapists, psychologists,

psychiatrists and other such professionals streamline the way they manage their behavioural
health practice. Currently, TherapyNotes is being used by more than 30,000 mental health
practitioners who take advantage of its five primary features – patient notes, scheduling and
to-do list, electronic billing, patient portal, and security.

Some of its features include -

• Digital note-taking built for speed and uniquely designed for therapy, counselling,
psychology, social work, and psychiatry.
• A smart form-based notes system that comes with specialty templates that you can
customize to come up with your progress and termination notes, treatment plans,
psychological evaluations, and many others.
• Autofill the note fields for commonly entered information; pull down menus and
checkboxes; and searchable ICD 10 diagnosis codes.
• Integrates dictation apps for speedier note-taking.
• Electronic billing and credit card processing for timely payments.
• patient portal for communication and sharing of information with patients and
clients, history view, reporting tool, spellchecker, mental health dictionary, PDF
downloadable notes, calendar sync, smartphone sync, appointment reminders,
online storage, multi user/location support, electronic insurance claims, automatic
updates, backups and disaster recovery, and compliance and security.

24
 PRACTICE FUSION

A web-based unified EHR platform that includes functionalities for charting, scheduling,
billing, e-prescribing, lab integrations, secure messaging, and others. Practice
Fusion is designed to connect doctors, patients, and data. It is billed as the most connected
network in healthcare that brings together not only doctors and patients but also over 600
labs, pharmacies, imaging centres, health systems, and other members of the healthcare
ecosystem to help coordinate care and improve patient outcomes.

Features include –

• Smart charting features adapt to the workflows which saves time by minimizing
data re-entry with shortcuts and a library of customizable templates.
• e-prescribe function helps to manage medication orders, refill requests, and
pharmacy communication from any location to help the patients get their medication
quickly.
• manage appointments to reduce no-shows and speed up check-ins.
• Integrate the EHR with popular cloud-based billing services or use the current
billing workflow to print, export or securely send bills electronically to an outside
biller.

25
EPICARE

An EMR solution from Epic Systems Corporation. Epic’s products cater to large healthcare
organizations and academic medical centers. According to the company, hospitals use its
EMR software for 54% of all patients in the U.S. and 2.5% of patients worldwide.

Features of Epicare are –

• Designed to handle the most voluminous and complex medical records and data.
• Provides a health recording solution with advanced features and powerful
functionalities, smart workflow design, and an integrated platform for chart review,
documentation, and order management.
• A physician-friendly application that brings together clinical and revenue cycle
management systems into an EMR solution that streamlines workflow
• Enhances patient health care deliver
• Simplifies admin tasks like tracking of bills, invoices, and, payments.

NEXTJEN AMBULATORY EHR

26
An electronic health record solution designed for small practices, group practices, and
health systems. It is intended to help clinicians balance profitability with the changing
requirements and processes in healthcare. The EHR software is HIPAA compliant and
Meaningful Use certified, giving healthcare providers and physicians a smart, fast, and easy
to use healthcare information system.

Its features include –

• Offers convenient access to medical records, allowing ambulatory care

organizations to attain higher levels of interoperability by enhancing data exchange
between patients, providers, payers, health registries, and other organizations.
• It lessens dependence on IT while enabling medical practices with different
specialties to reduce costs, prevent errors, and increase productivity.
• Capable of organizing medical records and information.
• Its workflow screen provides a view of clinical tasks, appointments, and clinical
appointment queue.
• The display of information can be configured and specify the viewable content
including workflow, problems, medications, procedures, and referral.

MENTDOC, India’s first Electronic Mental Health Record Solution is designed in such a
way that it will enable the patients’

• to consult the doctors online

• book appointments according to doctor’s schedule for both personal meeting as well
as online or offline counselling sessions.

The patients’ will get the prescriptions sitting at home with the contact details of their nearby
pharmacies and lab centres if required.

It has helped in easing the work of both the doctors and the patients for example if in case a
psychiatrists has to recommend a patient to other psychiatrist or psychologist, the it can share
all the details of that same patient with the doctor. There will be no need for the patient to
explain and repeat the entire history. This, diagnosis can be done in a more effective manner.

27
A doctor who works in a private hospital might also have his/her own clinic, so MentDoc
makes it easier for the doctor to management multiple clinics generating revenues for the
same.

The most important function that is designed in MentDoc is to educate its patients’ regarding
not only the disorders but also about the importance of mental health. It helps the doctors in
maintaining cordial and friendly relationship with its patients’ by keeping in touch with them
whenever required. A patient can get connected to the doctor 24*7 through online medium.

A patient of mental illness is most of the time concerned about his/her image in the society so
MentDoc fulfils the international standards of data security compliance by providing end to
end encryption, stringent data privacy policies and HIPPA compliant data centre.

Since MentDoc was a new move in the market for the mental health providers, it is very
necessary to advertise the product properly in order t attract the doctors and convincing them
for using electronic methods to maintain records rather that the old traditional ways.

Various banners, brochures, gift boxes, standees etc were designed to promote the product in
the market so that the target audience knows that such a product exists in the market.
MentDoc successfully used the AIDA model which is

A – Attention

I – Interest

D – Desire

A – Action

As it brought the attention of the psychiatrists and psychologists by highlighting about the
Mental HealthCare Act, 2017 which created an interest in the market and the desire to use the
product because of the benefits it will provide to not only the doctors but also its patients’ and
finally followed by the action taken when the product is finally into use and getting positive
response from everywhere.

Looking at the all the efforts that are put to design a unique product such as MentDoc, it has
high chances that this product has a bright future in the healthcare industry and is here to stay
for the longer time.

28
CHAPTER 5

CONCLUSION

29
While the Mental HealthCare Bill has achieved widespread adoption of EHRs, mental
healthcare providers can now address the unexpected risks and hazards to patient safety
associated with these new systems. By raising the bar on testing for usability, measuring
performance, and opening up ways to share learning on problems and solutions, government
can make progress on EHR usability and safety and help clinicians deliver safe, patient-
centred, high-quality care.

Keeping this in mind, it is very apparent that psychiatrists and psychologists are surely going
to prefer to use EMHR in their practice. One such product is available in the market called
the MentDoc which is India’s first Mental Health Record Maintenance Solution and it has
made managing real time records of patients virtually very easy. It’s based on ICD-10, so it
easily carries out scientific diagnosis and provides digital prescriptions, educate its patients
about disorders and their respective therapy plans and even interact with other/fellow
psychiatrists and psychologists for a better diagnosis of the patients’ condition. With
MentDoc, doctors are able to easily provide medical summary including patient’s past
prescriptions, condition of body vitals, heart rate, diet and even exercise. They can also have
a 360 degree view of a patient’s illness during an e-consultation. Furthermore, it also ensures
intelligent follow-ups for appointments and reminders scheduled for medication and lab tests.
It helps the psychiatrists and psychologists to generate more revenue by facilitating
operations from multiple clinics or hospitals. Further, MentDoc ensures that it abides by the
Mental Health Care Act, 2017.

During my two month summer internship at Enrich, we worked on MentDoc from the
scratch. Designing the website, working on the introduction videos, user manual videos,
writing all the one liners for the main USP’s, keeping a regular update of the entire website
and its functioning which was in its beta – testing period. In order to promote the product, all
the banners, brochures, standees including the content to be mentioned was designed by us
with the marketing team and planning how to go ahead with product in the market.

My roles and responsibilities included –

• Content creation and marketing.

30
• To be a creative thinker to present the content in an extraordinary and unique way to
reach a large number of audience.
• Connecting with people and getting involved in online relevant discussion.
• Helping to develop brand awareness so that it makes a strong online presence.
• Audience engagement by explaining them about MentDoc during seminars and
personal meetings.

31
 CHAPTER 6

SUGGESTIONS

32
"Although computers and EHRs can facilitate and even improve clinical documentation, their
use can also add complexities," according to a new paper from the American College of
Physicians, which offers its take on usage strategies and better system design.

➢ When used appropriately, macros and templates may be valuable in improving the
completeness and efficiency of documentation, particularly where that documentation
is primarily limited to standardized terminology, such as the review of systems and
physical examination findings.
➢ The EMHR should facilitate thoughtful review of previously documented clinical
information. Ready review of prior relevant information, such as longitudinal history
and care plans as well as prior physical examination findings, may be valuable in
improving the completeness of documentation as well as establishing context.
➢ Where previously documented clinical information is still accurate and adds to the
value of current documentation, this process of "review/edit and/or attest, and then
copy/forward" of specific prior history or findings may improve the accuracy,
completeness and efficiency of documentation. However, these documentation
techniques can also be misused, to the detriment of accuracy, high-quality care and
patient safety.
➢ Effective and ongoing EMHR documentation training of clinical personnel should be
an ongoing process.
• As value-based care and accountable care models grow, the primary purpose of the
EHR should remain the facilitation of seamless patient care to improve outcomes
while contributing to data collection that supports necessary analyses.
• Structured data should be captured only where they are useful in care delivery or
essential for quality assessment or reporting.
• Prior authorizations, as well as all other documents required by other entities, must no
longer be unique in their data content and format requirements.
• Patient access to progress notes, as well as the rest of their medical records, may offer
a way to improve both patient engagement and quality of care.
➢ EMHRs must support "write once, reuse many times" and embed tags to identify the
original source of information when used subsequent to its first creation.

33
➢ EMHR must offer product modularity and configurability and reduce cognitive
workload.
➢ With the growing technology advancement and the need to store everything online,
patients nowadays prefer even the doctors to go online. Since for the doctors, the
patients are its end users, thus in order to keep up with patients demand, the use of
EMHR’s must be encouraged by mental health providers who otherwise use the
traditional pen paper method.

34
 CHAPTER-7:

BIBLIOGRAPHY

35
▪ D. (2017, November 29). The Mental Health Care Act 2017 : A Brief. Retrieved from
https://www.2thepoint.in/mental-health-care-act-2017-brief/
▪ Psychological Counsellor Delhi-Enrich. (n.d.). Retrieved from
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▪ M. (n.d.). MentDoc. Retrieved from http://mentdoc.com/#!/
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https://research-methodology.net/marketing-communications/
▪ Physicians' Use Of Electronic Medical Records: Barriers And Solutions. (n.d.).
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▪ https://www.ibef.org/industry/healthcare-india.aspx

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