Student Dissertation

Agency : Physiotherapy; Re-Engineering; Market Analysis; Physiotherapy Consumables

Objective : This study was undertaken with the following objectives: • To estimate the current market potential of physiotherapy consumables/equipments product line. • To identify the challenges in the existing process line and propose process re-engineering. • To establish a new program to upsell the product line to Portea’s Physiotherapy employees and consultants.

Background : Portea Home healthcare (2012) is one of the pioneer start- ups for home healthcare in India with 17 centers across India and 4 centers in Malaysia. Portea is healthcare with technology. It provides primary healthcare more accessible, affordable and accountable to patients. As per UN 2013 report, with 25% increase in non-communicable disease burden, more focus is diverting towards – “Distributed Care Setups” which includes – Home Health Care, Community Healthcare , Telemedicine and Day Cares. As one of the verticals in the organization, the equipments departments plays a key role in ensuring the required equipments are procured and managed for the smooth operations of other teams. Also in parallel, the equipment department also has its own business models where it does engage hospitals and other organizations in B2B model while it also engages customers in B2C model. The equipment department not only sells the equipments and consumables but also has a business model where it rents out the equipments to its partners on a regular basis. Currently the equipment department has 7 different categories of products, some of them are respiratory and sleep, Geriatric and mobility, cardiac care, mother and baby care and physiotherapy and orthopedic. The present study is focused on the physiotherapy and orthopedic product line of the equipment department. The product was first launched a year ago and has not managed to get traction and realize its full market potential. In the present study, we look to identify the challenges involved in the product line, bring in newer plans for process engineering and also launch a program to upsale the products amongst the employees/consultants.

Methodology : The data was obtained several sources including the Portea’s operations portal amongst many. The 13 most prevalent diagnosis/cases were identified amongst a list of 45 diagnostic conditions which are dealt by physiotherapist. Further a list of fast moving and high value product across the entire vertical was identified based on the sales numbers. Such a data enabled in identification of fast moving high value products falling within the 13 most prevalent physiotherapy procedures were identified and taken to estimate the market potential of this particular product line. To get an sense of the customer base, Portea’s operations portal was used to collect data of new customers. Amongst the new customers, the target group falling within the purview of our interested 13 physiotherapy procedures were identified. Further a market size estimation was performed based on these numbers.

Findings : • The business volumes could be in the size of around Rs. 4 to 5 Lakh per month. • To understand the gap between projections and actual sales, we realized that only 42% (366 in number) of the leads were getting converted into sales. This poor conversion ratio may be one the biggest reasons why we have not been able to reach the complete potential of the products. Hence a greater emphasis shall be given to improve the conversion rates. • Also, in the case of distribution of physiotherapy consumables thorough our physiotherapist, we found problems and challenges in the existing PCO model (store-sub store model). Hence we have proposed a new model called “FedEx COD” model

Recommendations : This particular product line has already been in service for over a year, however has not reached its true commercial potential. Hence a process re-engineering has been proposed in this study. As a strategy to increase the sales, a program to up sell the products to our consultants has been proposed in the present study.