1

A REPORT ON

A STUDY ON LEAD GENERATION PROCESS

OF BIOMEDICAL EQUIPMENT-ASAHI KASEI

AT

SHETH IMPEX VIVO SOLUTIONS PVT LTD

HYDERABAD

(Dissertation submitted in partial fulfillment of the

Requirement for the award of the degree of PGDM)

BY

Y.DEEPAK

08M005

(Marketing & Finance)

DHRUVA COLLEGE OF MANAGEMENT

Approved By AICTE, Ministry of HRD. Govt. of India

Behind HUDA Oxygen Park, NH-7, Medchal,

Hyderabad-501401, Andhra Pradesh.

(2008-2010)

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DECLARATION

I hereby declare that the dissertation entitled A STUDY ON LEAD GENERATION PROCESS

OF BIOMEDICAL EQUIPMENT-ASAHI KASEI that is being submitted by me in partial

fulfillment of the requirements for the award of the degree of PGDM in MARKETING &

Finance to Dhruva College of Management is a record of bonafide work carried out by me.

The results embodied in this Dissertation have not been submitted to any other University or

Institution for the award of any degree or diploma

Date:

Place: Signature of the student

Internal Super visor Examiner (s)

** 1 ……………………………..….

2
…………………………………

-------------------------------

Chairman/Dean/Director

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ACKNOWLEDGEMENT

I owe thanks to Mr.Santosh (Managing Director) for his help in getting me a project at SHETH

IMPEX VIVO SOLUTIONS PVT LTD and who gave me the glimmer of a dream come true for

my study and the opportunities that followed.

I would like to express my deep appreciation to my advisory committee Mr.Srinivas(Regional

Marketing Manager) each of them had a positive effect on my interest in marketing research and

particularly they have given me confidence that I could succeed in this endeavor.

My special thanks to Prof.Chakravarthy (Director of placements) for his lesions in Marketing

Management and Research and especially the editing work and that spurred thoughts beyond the

obvious.

I thank my parents and my friends who have encouraged me and shown an interest in my

accomplishments. For the love and understanding of all my family and friends, their unwavering

trusts in me and their encouragement. I feel truly blessed.

TABLE OF CONTENTS
Page No.

I Introduction

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1.1 Theoretical Background of the Topic

1.2 Literature Review

1.3 Company Profile

1.4 Objectives of Study

1.5 Scope of the Study

II Research Methodology

2.1 Sources of Data

2.2 Sampling Design

2.3 Collection Methods

2.4 Limitations of the Study

III. Data Analysis and Interpretations

IV. Results and Findings

V. Suggestions and Recommendations

VI. Bibliography

VII. Annexure (Questionnaire, Annual Reports, Tables, Glossary of new terms etc.)

EXECUTIVE SUMMARY:

Sheth Impex Vivo Solutions Pvt Ltd deals with Sales and Marketing Support, Distribution &

Logistic Support to the Global Healthcare Companies. As the part of the business it is dealing

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with the biomedical equipment called Asahi Kasei double filteration plasmapheresis(PlasAuto

EZ).This equipment is a blood purification machine that helps in treating various

gastroenterological and neurological diseases. The program was executed by hiring management

trainees in various cities like Chennai, Hyderabad and Vizag. According to this activity the

equipment has to be promoted in various hospitals of respective locations assigned to each of

them. It also includes the lead generation for this equipment as a part of selling process.

The project was done in few hospitals of Hyderabad and Secunderabad by personally meeting

the doctors and explaining them about the product. As the product is a new one an extensive

promotional activity is carried on with various doctors of both gasteroenterology and nephrology

departments in the hospitals. The data regarding the factors that helps in creating brand, product

awareness and brand image is also collected to determine the perception of the doctors on the

equipment. As the data shows only 60% of the doctors are interested in the product and 40% are

not interested. These leads helps the organization to identify their actual and potential customers.

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INTRODUCTION

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1.1 THEORITICAL BACKGROUND OF THE TOPIC:

HEALTH CARE INDUSTRY

In India healthcare is delivered through both the public sector and private sector. The public

healthcare system consists of healthcare facilities run by central and state government which

provide services free of cost or at a subsidized rates to low income group in rural and urban

areas. With the Indian economy enjoying a steady growth, the industry is heading towards

growth phase. The introduction of product patents in India is expected to boost the industry by

encouraging multinational companies to launch specialized life-saving drugs. Attracted by the

advantages such as lower costs of production and skilled workforce that India offers, these

companies are looking to set up research and development as well as production centers there.

Initially the government imposed high custom duty on imported medical equipment

making it difficult for private entrepreneurs to set up hospitals. But in post liberalization the

duties have come down and some life saving medicines and equipments can be imported duty

free.

The striking feature about the Indian Healthcare sector is that it has the potential to grow

at a much faster rate in the foreseeable future. The rate of growth of the health care industry in

India is moving ahead neck to neck with the pharmaceutical industry and the software industry

of the country. Much has been said and done in the health care sector for bringing about

improvement.

SECTOR STRUCTURE/MARKET SIZE

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Healthcare, which is a US$ 35 billion industry in India, is expected to reach over US$ 75 billion

by 2012 and US$ 150 billion by 2017, according to Technopak Advisors in their report – ‘India

Healthcare Trends 2008’.

The sector offers immense potential to healthcare players as the country witnesses a rise in the

incidence of lifestyle-related and other diseases. A growing elderly population and rise in income

levels are also pushing for better facilities in the country.

To meet this growing demand, the country needs US$ 50 billion annually for the next 20 years,

says a Confederation of Indian Industry (CII) study. India needs to add 3.1 million beds by 2018

to the existing 1.1 million, and requires immediate investments of US$ 82 billion, as per the

Technopak Advisors report.

INVESTMENTS IN HEALTHCARE

The sector has been attracting huge investments from domestic players as well as financial

investors and private equity (PE) firms. Funds such as ICICI Ventures, IFC, Ashmore and Apax

Partners invested about US$ 450 million in the first six months of 2008-09 compared with US$

125 million in the same period a year ago, according to an analysis carried out by Feedback

Ventures. Feedback Ventures expects PE funds to invest at least US$ 1 billion in the healthcare

sector in the next five years.

Religare Venture Capital has entered into a 50:50 joint venture with PE player Milestone Capital

to manage a US$ 120.09 million PE fund and tap the huge potential in healthcare and education

sectors.

GE Healthcare has invested US$ 50 million in its Bangalore facility and will be investing an

additional US$ 25 million soon.

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Philips plans to make India one of its global production hubs for medical equipment by investing

substantially on upgrading of its two acquired manufacturing facilities in the country and

increasing their capacity. The government, along with participation from the private sector, is

planning to invest US$ 1 billion to US$ 2 billion in an effort to make India one of the top five

global Pharmaceutical innovation hubs by 2020.

MEDICAL TOURISM

In 2007 India treated 450,000 foreign patients ranking it second in medical tourism. According to

a study by McKinsey and the CII, medical tourism in India could become a US$ 2 billion

industry by 2012 (from US$ 350 million in 2006). Credit Suisse estimates medical tourism to be

growing at between 25-30 per cent annually.

The key selling points of the medical tourism industry are its cost effectiveness and its

combination with the attractions of tourism. Treatment cost is lowest in India—20 percent of the

average cost incurred in the US, Singapore, Thailand and South Africa. Besides world class

medical facilities, India is also trying to promote its traditional medicine such as ayurveda.

AREAS OF OPPORTUNITY

The fast growth in the Indian healthcare sector has created various pockets of

opportunities for investors. A FICCI-Ernst and Young (E&Y) report highlights several such

areas within the healthcare sector.

 Medical infrastructure forms the largest portion of the healthcare pie. Beds in excess of 1

million need to be added to reach a ratio of 1.85 per thousand at an investment of US$

77.9 billion.

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 The medical equipment industry is around US$ 2.17 billion and is growing at 15 per cent

per year. It is estimated to reach US$ 4.97 billion by 2012.

 The medical textiles industry is projected to double to reach US$ 753 million by 2012.

 Clinical trials have the potential to become a US$ 1 billion industry by 2010 and the

health services outsourcing sector has the potential to grow to US$ 7.4 billion by 2012,

from US$ 3.7 billion in 2006.

Government Initiative

The Government launched the National Rural Health Mission (NRHM) in 2005. It aims to

provide quality healthcare for all and increase the expenditure on healthcare from 0.9 per cent of

GDP to 2-3 per cent of GDP by 2012. During the 2009 interim budget, the government has

allocated US$ 2.42 billion for NRHM.

HEALTH CARE INDUSTRY IN INDIA AND THE GDP

Expenses incurred by the Indian Government on health care are the highest amongst developing

countries. India's expenses on health care sector comprise 5.25% of the GDP.

Chances are that the health care market could experience a hike and attain a figure ranging $53

to $73 billion five years from now. This in turn will reflect an increase in the gross domestic

product to 6.2% GDP. The health care industry in India earns revenues accounting for 5.2% of

gross domestic product.

Employment opportunities are provided to as many as 4 million people in the health care

segment or other related sectors catering to the health care industry in India in some way or the

other. Due to the progressive nature of the health care sector in India, several foreign companies

are intending to invest in the country.

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MEDICAL EQUIPMENT INDUSTRY

Medical devices market in India to reach $1.7 billion by 2010 Medical devices and supplies

market in India is expected touch USD 1.7 billion in 2010 growing at the rate of 23% annually in

the coming years from the current Rs. 5750 crores.

Medical device market share division

Others 11%
radiology equipment 15%
reagents &kits 20%
physical /chemicals analysis

equipment 14%
instruments,appliances,disposals 40%

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Affordability by patients, increased awareness on health care, improved hospital infrastructure

and the increased disease patterns are listed as the primary drivers boosting the growth medical

devices industry.

Free market environment, a developed industry and investment in health infrastructure are

amongst other factors that the growth of high quality medical devices industry. Among the

segments in the medical devices market diagnostic equipment leads with Rs. 2000 crores,

surgical equipment supplies worth Rs 1300 crores comes second and imaging and electronic

treatment devices follow with Rs 1300 crores and Rs. 1000 crores respectively.

The Indian medical equipment market is dominated by the medical instruments and appliances

used in specialties such as ophthalmic, dental and other physiological classes. This segment

accounts for 26% of the total market followed by orthopedic/ prosthetic goods segment

accounting for 19% of the total market.

Medical supplies such as bandages and disposables such as syringes, needles and catheters

together constituted 21% of the total market. The other equipment which is in demand is high

end specialty electro medical equipments that accounted for 11% of the total market. X-ray

apparatus accounted for 10% of the total market.

Another high growth segment in the medical devices industry is diagnostic kits. Diagnostic kits

have a growth rate of 30% and a market size of USD 133 million in 2005. They include the

reagents and the medical kits. With over fifty companies operating in diagnostic kits, the market

has seen several interesting trends.

High import dependency

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Imports constitute over 50% of the market. Most imported products have high gross margins.

Currently, the high value imported products include cancer diagnostic, medical imaging,

ultrasonic scanning, and plastic surgery equipment.

However, the market is becoming increasingly competitive due to low entry barriers (for

MNC’s), an increasing number of players and an expanding consumer base. The medical devices

market for exports from India is estimated around USD 509 million with a CAGR of 22.15%.

The exports mainly consist of dental instruments, surgical items and other laboratory equipment.

Prominent MNC’s operating in the Indian market include B Braun, Becton, Dickinson and

company, Bayer, Johnson and Johnson, Phillips ,Roche, Siemens and GE. Some of the domestic

players hat have consolidated their market position include, BPL Healthcare, Godrej Healthcare,

Nicholas Piramal India Ltd., Opto Circuits India Ltd. and Advanced Micronic Devices Ltd.

Despite strong growth rates, the market remains disproportionately small, ranking among the top

20 in the world, but with a very low per capita spending.

Major issues and constraints found to cripple the industry are India’s dependency on imports for

supply of medical devices, strict industry regulatory environment, low level of healthcare

insurance and low levels of healthcare facilities and awareness especially in rural areas.

Indian medical devices supply is heavily dependant on the imports from other countries like the

US, Japan, the UK, France, Finland, Germany, etc. It is estimated that around 50% of India’s

medical devices sales is through imports.

Domestic production consists primarily of low technology products (like surgical textiles and

other medical supplies), whereas the demand for high technology devices is met predominantly

by imports.

1.2 LITERATURE REVIEW:

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Lead generation (commonly abbreviated as lead-gen) is a marketing term that refers to the

creation or generation of prospective consumer interest or inquiry into a business' products or

services. A lead is a sign-up for an advertiser offer that includes contact information and

demographic information. There are two types of leads in the lead generation market.

1. Sales leads:

Sales leads are generated on the basis of demographic criteria such as FICO

score, income, age, HHI, etc. These leads are resold to multiple advertisers. Sales leads are

typically followed up through phone calls by the sales force. Sales leads are commonly found in

the mortgage, insurance and finance markets.

2. Marketing leads:

Marketing leads are brand-specific leads generated for a unique advertiser offer.

In direct contrast to sales leads, marketing leads are sold only once. Because transparency is a

necessary requisite for generating marketing leads, marketing lead campaigns can be optimized

by mapping leads to their sources.

The nature of lead generation depends entirely on the decision process of the buyer. For

complex products and services requiring a complex decision process, the keys are identifying the

most likely prospects and then educating and qualifying them before deploying more expensive

sales resources.

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Successful lead generation is one of those things that is going to lead almost any business to

massive successes. Branding tools, building effective lists and providing value are the activities

that lead to success of the business.

LEAD GENERATION TECHNIQUES

Most of the fastest growing B2B companies do not rely solely on just one sales lead generation

method. They have a complete arsenal of sales lead generation tools at their fingertips that they

can use at any given time.

By using these eight proven B2B sales lead generation methods, you will capture more sales-

ready opportunities for your salespeople to turn into new business, meaning greater sales revenue

and profits for your company.

Relationship marketing

Relationship marketing is the approach underlying all of the "sales-lead-

generation-success" methods. Sales lead generation using this method simply refers to

cultivating a personal, sales-winning relationship with your prospects. Keeping in touch with

prospects via a series of ongoing communications and offers throughout your prospective

customers' consideration processes lets you pick up sales others leave on the table.

Complementary partner referrals

By joining forces with complementary partners, you can instantly multiply your

sales lead generation pool and make it easier for companies to engage in doing business with

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you. Of all the sales lead generation programs, complementary partner referral programs

generate the highest quality B2B sales leads.

Internet marketing and search engine optimization

Business buyers are more sophisticated and getting harder to reach than ever.

Studies show that about 90% of business buyers start with research on the Internet. Therefore, it's

critical to have a well-tuned sales lead generation program that includes Search Engine

Optimization (SEO)/Internet marketing strategies to attract prospects at the beginning of their

buying cycle.

Telemarketing

Even though many people despise the thought of telemarketing, it is very

effective for sales lead generation when executed properly. Telemarketing is a personal

marketing and sales lead generation technique that offers a cost-effective, efficient alternative to

field selling, but it can be significantly more expensive than direct mail email. By including

telemarketing in your B2B sales lead generation marketing plan, you can reach up to thirty

decision-makers a day. In contrast, with field sales, you can reach only four or five decision-

makers a day. Direct mail may cost as little as a dollar, and email is often much less. However, if

you consistently prospect for and nurture leads via phone, you will consistently generate

qualified sales leads.

Email publications

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By creating your own email newsletter, you could send out industry news and

tips to suspects in your market. Since you will be on your prospects' minds more often than your

competition, eventually, your sales leads will turn into actual sales.

Direct mail

Sales letters can be an excellent sales lead generation method. But most sales

and business professionals do not know how to use this lead generation technique effectively and

efficiently.

Print advertising

When done correctly, print advertising can be a highly effective sales lead

generation activity. But these publications that deliver messages should directly target the

audience.

Event marketing

Whether you do it live, through the telephone (teleseminars) or via the Web

(webinars), seminars and workshops are a great sales lead generation tool. People who attend the

seminar have an interest in the information that is presented and a need for your product or

service.

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Live seminars can be done inexpensively. Teleseminars are the least expensive,

with the only costs being conference phone line rental and promotion fees. Webinars are more

expensive but it creates a very interactive environment for attendees without having to leave the

office.

LEAD GENERATION PROCESS:

There are various steps in a lead generation process. They are as follows:

Building the list of various potential customers

Scheduling appointments

Closing the sale

Fellow up list-clients and customers

Identify most qualified prospects

More closing

Keep in touch with prospects

Rinse and repeat

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1. Building a List

Building the list is the most important asset. Most prospects aren’t ready to buy the first time you

come in contact with them, but they may be ready at some stage in the future.

A well developed list, packed full of prospective customers allows you to see better returns, cut

marketing costs and maximize the returns from the money you do spend. A good list is detailed,

broken up into different types of buyers and is regularly updated with new information. It’s the

backbone of every good lead generation system.

2. Scheduling Appointments

For those businesses with a more complicated sales process that requires a personal

approach, once a prospect shows interest the next step is to arrange for a meeting. Depending on

your business and resources you might consider using a professional appointment setter to do the

legwork.

3 . Closing the Sale

If the prospect express an interest to meet and gives an appointment,then they're interested in

what you have to sell.if the client is interested they will buy and if they are no they will deny.

Whatever may be the result, by closing the sale the process moves along. You may have a new

sale. You may move a prospect along your sales system towards a future sale. You may have

eliminated a prospect that could have cost you time in the future.

4. Your Follow Up List – Clients and Prospects

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As the list grows it has to split it into two (or more) kinds of follow-up lists. One is for current

and past clients. Ask them for future business, sell new products and services and ask for

referrals. For existing customers you’ll also look to use effective customer retention programs.

The second is of the potential clients that are not turned into customers yet.

5. Identify the most-qualified prospects

The prospects has to be divided into most qualified and normal customers. More

time has to spend on qualified customers as they are the permanent customers.

6. More Closing

If the prospect didn't buy from you the first time, you should have put him on your mailing list.

Other ways to follow up with him so you're there when he is ready.

7. Keep in touch with prospects

Keep delivering useful content to your prospects, keep making offers, closing, and asking for the

sale with all your prospects who haven't bought yet. You never know when they're ready to buy.

But when they are, you want to be there.

8. Keep in touch with customers and clients

Once you convert a prospect into a customer, don't ignore them! It's more profitable to do

business and keep in touch with clients who know and trust you.

Advertising and prospecting for new business, in the cold marketplace, is the most expensive

kind of business development.

9. “Rinse and Repeat!”

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Turn your long-term lead generation techniques into a repeatable cycle. Turn lead generation

techniques into a system. Don't reinvent the wheel.

1.3 COMPANY PROFILE

VISION –N- MISSION

To establish Global Healthcare Companies in terms of their products business by being a

responsible support partner, making the healthcare products and services available at grass root

level of in most reliable, efficient, cost-effective and ethical manner. Company believes in

revenue generating relationships with all our business associates.

SIVSPL’s – Profile

Just as arteries carry Blood /Oxygen to the various parts of the body, SIVSPL’s has carved a

niche for itself as the arterial tree of the Healthcare Product Business.

Highly committed individual by name Dhivyeshlal Sheth and sourced reputed professionals to

work for him, with the primary objective of providing Sales and Marketing Support, Distribution

& Logistic Support to the Global Healthcare Companies, established SIVSPL’s in 1993. The

company’s head office Spread over 300 sq meters, and located at Kilpauk in Chennai, the

Healthcare capital of India.

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The company’s branch offices are located in Mumbai, Hyderabad, Coimbatore, and Kolkata and

with plans to open an office in New Delhi and Bangalore soon. The company has the dealer

network in every strategic location in India.

SIVSPL’s team is having highly qualified, experienced and self- motivated professionals coming

from various multinationals and disciplines. They are rigorously trained, which enable them to

set very high standards in customer service, customer orientation, concept selling etc.

SIVSPL’s Customer Contact Points

Hospitals-Diagnostic Centers, Blood Banks, Dialysis Centers, Teaching Institutes, Training

Centers, WHO, National Healthcare Programmes, Relief Committees, railway Hospitals,

Institutional Hospital, B.H.E.L Hospital.

Product portfolio

1. Fresenius (Renal care)

2. Vital signs (consumable critical care)

3. Convatec (wound care)

4. Eakin (wound care)

5. Ziehm (imaging)

6. Asahi Kasei (Plasmapheresis)

7. Vitus (OEM brand in imaging and communication)

8. Arrow (cardiology & critical care)

9. Medtronic (cardiology)

SERVICES SIVSPL’S OFFER

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SIVSPL’s has a team of highly qualified professionals and system engineers who provide

customers with the following services.

System Selection and Design

 Understand Customer’s requirement (Customer Orientation)

 Advice Customer on latest Product Developments and training needs (Learning

Relationships)

 Select and Recommend optimum techno-commercial solutions (Revenue generating

relationships)

Training

Customers are provided operation, maintenance and service training through our in-house

training cell and we also organize training programmes conducted by our principles for the

benefit of our customers.

Customer Support

Company has a specialized Customer Response Team staffed with Admin and Logistic

Management and supply chain management skills, Engineers etc.

 Maintenance

 Service & Repairs

 Application Training

Team Up with SIVSPL’s

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 SIVSPL’s is very vibrant organization with old heads to think and young legs to run. The

team is very dynamic and professionally managed organization that has grown at a

Compounded Annual Growth Rate (CAGR) of more than 50%; the highest achieved by

an organization in similar capacity and forged strategic alliances with world leading

Medical devices and Equipment Companies in recent past.

 SIVSPL’s is absolutely focused to establish it self as force to reckon with in healthcare

products and services business in the wake of all health care business scenarios and on

the brink of tremendous growth prospects. And we understand the importance of

workable models to achieve the business objectives of our own and our principals and we

believe in mobilizing the financial resources to suit the exponentially growing healthcare

business.

 SIVSPL’s armed with meaningful insights on domestic trends, market behavior, and

regulatory matters. SIVSPL’s can act as torchbearer to global companies interested in

tapping the Indian market.

 SIVSPL’s has an excellent track record, having worked with reputed companies such as

B.Braun, US Surgical, Tyco Healthcare, BD, Terumo, Bard, Convatec, Arrow

International, Ziehm, Sunder, and Shenzhen Anke.

 SIVSPL’s can also undertake Co-Branding collaboration (Joint Venture)Manufacturing

Collaborations. Given its inherent strengths in the relevant market sectors, SIVSPL’s is in

position to devise marketing strategies independently/together with Principals. These

services are offered through highly acknowledged and reputed professionals from the

field of Sales and Marketing, HRD, Corporate Finance, Production and Engineering etc.,

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 SIVSPL’s has it’s own dedicated channel partner network which is made available to all

its associates for market penetration and consolidation. This results in very cost effective

operation given the infrastructure facilities (Warehousing, logistics, MIS etc.,

OBJECTIVE OF THE STUDY:

• To understand the importance and role of lead generation process in selling of

bio-medical equipments.

• To understand the factors that are helpful in creating brand and product awareness

and brand image.

• Market exploration for the company Asahi Kasei of Sheth Impex Vivo Solution

Pvt. Ltd.

• To understand the buyer and create customer for the products of Asahi Kasei.

·
1.5 SCOPE OF THE STUDY:

As a part of the internship programme and research, 50 hospitals has been visited including Multi

speciality,Super speciality hospitals and kidney centers.These hospitals are confined to

Secunderabad and Hyderabad cities only.

ABOUT THE PRODUCT:

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ASAHI KASEI- PLASAUTO

EZ - BLOOD PURIFICATION MACHINE

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In 1974, Asahi Kasei Medical successfully developed an innovative dialyzer

using the world's first cuprammonium cellulosic hollow-fiber membrane (Bemberg HF

membrane). Since then, Asahi Kasei Medical has established a leading position as a supplier of

dialyzers to more than 60 countries worldwide. In addition to dialyzers, Asahi Kasei Medical has

applied its core technologies for membrane separation using hollow fibers and absorption in

various areas of healthcare and industry. The product lineup includes devices for the treatment of

immunologic or intractable diseases, leukocyte reduction filters to prevent adverse effects

associated with blood transfusion, and virus removal filters used in biopharmaceutical production

for export worldwide. Asahi Kasei Medical, a pioneer in blood purification, will continue to

contribute to global healthcare with its unique technologies in close collaboration with members

of the Asahi Kasei Group.

Brief description about the product:

PlasAuto EZ is a blood purification machine used in extracorporeal circulation therapies. And

enhance safety, precission and convenience of treatment when used in conjunction with Asahi

Kasei’s Kuraray medicals’ disposable devices.

Features:

1. Easy handling.

2. Various kinds of filters like plasmaflo,cascadeflo,cellsorba,immunoadsorption filters are used

depending upon the disease that has to be cured.

3. Touch screen system makes priming easy and displays all treatment information.

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4. It supports plasmapheresis (plasma exchange, double filteration plasmapheresis, plasma

adsorption, immunoadsorption)

5. It is small, light weight machine that makes it easy to move and use.

VARIOUS KINDS OF FILTERS USED IN THE ASAHI KASEI

CELLSORBA PLASMAFLO

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CASCADEFLO

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IMMUNOADSORPTION FILTERS:

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Lead generation technique used in Sheth Impex Vivo Solutions pvt ltd:

In Sheth Impex Vivo Solutions Pvt ltd the selling of bio medical equipment is made by

“Relationship marketing”, a sales-winning relationship with the prospects. A personal

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approach with the clients is made to explain about the equipment and its features leading to

closing of the sale. After closing the sale a constant touch with prospects is made to convert them

in long lasting customers.

Lead generation process of bio-medical equipment ASAHI KASEI:

Various steps involved in the lead generation process are as a follows:

1. Identification of list of potential customers(doctors):

A list of nephrology and gasteroenterology departments doctors of various

hospitals is made by using both primary and secondary data.

Primary data is provided by the organization and secondary data is collected by

internet.various super speciality,multi-speciality and kidney centers are taken into consideration.

2. Fixing of appointments with the doctors:

After collection of information of various doctors ,appointments are fixed so as to

meet them and explain about the product.appoinments are fixed by using cold calls, references

from the organization, direct approaches to hospitals etc.,

In some hospitals a particular day is scheduled to meet the doctors for business activites and on

those days the appointments are fixed.

3. Closing the sale:

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After taking appointments, an interaction is made with both nephrologists and

gasteroenterologist doctors separately. A detailed description about the equipment is made to the

doctors leading to the closing of sale .

In this process various objections of doctors regarding the product are cleared. Some

doctors may be interested in purchasing the product and some are interested to purchase

whenever there is a requirement.

One of the main criteria associated with the equipment is its price. As the price is high

some of the doctors hesitate to purchase and they will do it whenever there is a requirement and

necessity of that equipment.

In such cases frequent visits are made to convince the doctor to purchase the product.

Dealing with the nephrology department:

Objective and purpose:

The equipment is mainly concerned with the nephrology department doctors to treat the

patients suffering from various diseases like glomerulosclerosis, acute hepatic failure, Crohns’

disease, multiple myeloma etc., So a lot of attention is required as the equipment is used more

frequently to treat nephrology diseases.

Objections :

A complete explanation about the equipment ,its usage ,features and advantages is made to the

doctors of the entire department. Various objections regarding the working,handling of the

equipment and negotiation of the price is cleared.

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The frequency of usage of the equipment is high to treat these diseases. A strong confidence

regarding the benefits of the equipment is created by explaining various cases that have shown

positive results.

NEPHROLOGIST DOCTORS :

S.NO NAME OF THE DOCTOR HOSPITAL

1 Dr GIRISH NARAYAN KAMINENI WORKHARDT

2 DR. C. SHEKAR MEDWIN
3 Dr.SATYANARAYANA GLOBAL
4 Dr.ANIL APPOLO
5 Dr. KIRANMAI SAI KIRAN KIDNEY CENTER
6 DR.SEETHARAM PRIME HOSPITAL
7 DR.AMIT SAXENA CARE HOSPITAL BANJARA
8 Dr.JAYDIP RAI CHAUDRI YASHODA HOSPITALS. SOMAJIGUDA
9 Dr.ANIL APOLLO HOSPITAL JUBLIEE HILLS
10 Dr.DILUP M BABU SATHYA KIDNEY CENTER
11 Dr.RAMESH ADITHYA HOSPITAL.
12 Dr.K.G.RAJARAM HYDERABAD KIDNEY CENTER
13 Dr.A.ARUNA YASHODA HOSPITALS
Dr. RAJA SHEKAR
14 CHAKRAVARTHI CARE HOSPITAL
15 DR. RAJENDRA PRASAD YASHODA HOSPITAL, SECUNDERABAD
16 DR.G. ANANTHREDDY HARSHA NEURO CENTRE

Dealing with the gasteroenterology department:

There are less number of gasteroentero diseases that can be cured by using this equipment. These

are the following diseases that are treated:

1. Ulcerative colitis

2. Malignant rheumatoid arthritis

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Moreover there are few number of cases that are seen with the patients suffering from

these diseases. Hence the frequency of usage of equipment is less compared to that of

nephrological diseases

GASTEROENTEROLOGIST DOCTORS:

S.NO NAME OF THE DOCTOR HOSPITAL

1 Dr. UMA DEVI MEDWIN HOSPITAL

2 Dr.G.R.SRINIVAS RAO YASHODA HOSPITALS
3 Dr. UMESH T SAI PREETHI HOSPITAL
4 Dr.G.BHAGAVATH REDDY VIVEKANANDA HOSPITAL
5 Dr.E.RAMANJANEYULU KAMENENI HOSPITAL.
6 Dr. SHAMSUNDER. SIGMA HOSPITALS,
7 Dr. UMAPATHI NAIDU KAMINENI HOSPITAL
8
Dr. P.SHRAVAN KUMAR. AMANI HOSPITAL.
9 Dr. RAJESH BALAJI HOSPITAL.

RESEARCH METHODOLOGY:

2.1 Sources of Data:

This research involved a study, which was explorative in nature. It basically aims at gathering

primary data from the hospitals (Doctors).

2.2Sampling Design: - Sampling design consists of:

a) Sampling unit: - The Multispeciality hospitals, Superspeciality hospitals, kidney centres.

b) Sample Size: - It was taken sample size of 50 Doctors for this study.
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c) Sampling Procedure: - Stratified Random sampling procedure was followed.

d) Sampling Method: - Data were collected by meeting the doctors in hospitals personally.

2.3 Methods of Data Collection:

Primary Data

Primary Data Collection: - Primary data is collected by Survey. Here, only survey method

of data collection is preferred which is very suitable to reach the researchers motto.

· Research Instrument: - Printed questionnaire was used as the research instrument to

collect the required information.

· Area of Survey: - The survey was conducted in different location of Hyderabad

and Secunderabad.

Secondary Data

Secondary data was collected by different mediums like colleagues, different company websites

and data provided by company officials to carry out study.

Tools used to analyze the data: SPSS and MS EXCEL were used to analyze the data.

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III.DATA ANALYSIS AND INTERPRETATIONS:

1. Nature of practice:

Type of hospitals Frequency

Multi Speciality hospitals 28
Super Speciality hospitals 15
Kidney Centres 7

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INTERPRETATION:

It is evident from graph that more than half (28) of the visited hospitals were Multispeciality

followed by Superspeciality(15) and kidney centres (7)

2. Awareness about ASAHI KASEI double filteration

plasmapheresis equipment

Response Frequency
Yes 9
No 41
Total 50

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INTERPRETATION:
It is evident from graph that majority of the doctors (41) are not aware of the ASAHI KASEI

double filteration plasmapheresis equipment and 9 doctors are aware of the product.

3. Factors considered while purchasing an equipment

Cost 9
Quality 5
Technology 6
All 30

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INTERPRETATION:

It is evident from graph that doctors (9) give importance to cost followed by technology (6) and

some (5) weight age to quality. Majority of them(30)give importance to all the three factors.

4. Does company brand image play an important role in

purchasing decision:
response Frequency
Yes 42
No 5
may be 3

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INTERPRETATION:
It is evident from graph that majority of the doctors (42) determine that the company brand

image play an important role in purchasing decision.

5.factor that is most effective in building both product and brand

awareness:
factor frequency
personal interaction with the sales people 25
online advertising 5
advertising in various medical
magazines&journals 5
pacing the product in medical camps 15

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INTERPRETATION:
It is evident from graph that half of the doctors (25) feel that personal interaction with the sales

people will act as a good source to build both product and brand awareness,15 doctors

recommend placing the product in medical camps followed by print (5) and online

advertising(5).

6. Are you interested in the product:

Response frequency
Yes 32
No 18

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Interpretation:
It is evident from the graph that more than 60 percent of the doctors are interested in the Asahi

Kasei double filteration plasmapheresis equipment.

7.cross study between type of hospital and factors considered while

purchasing:
factors influence purchasing
Type of co qua
hospital st lity technology
multi
speciality 12 10 6
super
speciality 7 5 3
kidney
centres 5 2 0
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Interpretation: -

It is evident from the graph that hospitals gives more importance to the cost and quality of

products mainly in Multispeciality hospitals followed by Superspeciality and then to technology.

IV.FINDINGS
The primary data collected from the hospitals by meeting Doctors and information collected by

secondary sources led to the following key observation were made to meet objectives of the

study.

• It is observed during the research about half of the doctors give more importance to the

cost of products followed by good quality. As these equipments are expensive and its cost

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is directly charged to the patient, doctors give cost also as one of the main factors before

buying.

• It is observed that awareness about the ASAHI KASEI equipment is very poor. About

(41) of doctors are not aware about Asahi Kasei and 9 doctors are well aware about it but

not using right now. Because regular follow-up was not done by company people. It

shows lack of promotion on a big extent.

• It is observed during the research that most of the doctors go with the brand name as they

are proved in the market as they don’t want any kind of risk.

• It is observed that half of the doctors (25) feel that personal interaction with the sales

people will act as a good source to build both product and brand awareness,15 doctors

recommend placing the product in medical camps followed by print (5) and online

advertising(5).

• Relationship marketing is main factor through which company can do in market. As

promotion and advertising are integral part of any businesswhich can’t be ignored in this

sector also

• It has been observed that doctors also take advice if available of those,which are using

that particular product.

V.RECOMMENDATIONS:

• As the Asahi Kasei equipment is little expensive because of its superior quality but still

by educating about these products, it may led to some tragic changes in the perception of

doctors as this matter is of critical care of patients.

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• It is difficult to approach every doctor as they don’t have enough time to listen about the

product. So it is better to promote the product on medical conferences,medical

camps,forums and special medical magazines.

• It is better to promote a foreign branded equipment with the help of local reputed doctors

serving as the representatives for the product.This will develope a trust and confidence

among other doctors.

• By doing so it will also develop a word of mouth publicity among the doctors also.

• As in the tangible products industry people want to see it physically so demo

should be arranged in strategic way which may alone persuade them to buy the product.

• So at the end I would say there are different people with different preferences some go

with brand, some give more emphasis on quality and some gives more importance to

cost. So company could make strategies to satisfy each individual needs.

• Relationships and references works a lot in this business as one doctors visit many

hospitals. So by making relationship with those doctors may make company enter in

many hospitals.

• A sale is never complete until it is referenceable. It could be done only when we provide

solution according to customer need.

LEARNINGS IN THE INTERNSHIP

• Now-a-days the health care industry has a tremendous growth and there is a lot of scope

for new entrants in this industry.

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• Lead generation is an essential key factor of personal selling process.

• Most of the personal selling occurs through relationship marketing and it is very essential

to have a good relationship with the doctors, that lead to future sales also.

• The price of the product plays a key role in selling process and doctors like to purchase

the product only when its results are practically proved with some evidence.

• Selling a less branded foreign medical equipment is complex compared to that of a

branded equipment.

ANNEXURE

QUESTIONNAIRE

Hospital Name………………………………………………….

Name of the Doctor…………………………………………….

Department………………………………………………………

Address…………………………………………………………..

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Q-1 Nature of practice?

1. Superspeciality hospital

2. Multispeciality hospital

3. kidney centres.

Q-2 Have you heard of Asahi kasei double filteration plasmapheresis equipment?

1. Yes

2. No

Q-3.what factors would you consider while purchasing the equipment?

1. Cost

2. Quality

3. Technology

4. Reference of others

4. All

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Q-4.Would you like to have a demo about the equipment before purchasing it?

1. Yes

2. No

3. If required

Q-5Which one would you feel that will help to build brand awareness about the product?

1. Personal interaction with the sales people

2. Online advertising

3. Advertising in various medical magazines &journals

4. Promoting the product in medical camps

Q-6 Does company brand image will play a vital role in purchasing of a product?

1. Yes

2. No

3. May be

Q-7 What things do you keep in mind before buying consumable critical care products?

1. Cost to hospital

2. Patient comfort

3. Cost to patient
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4. 1 & 2

5. 1 & 3

Q-8 Are you interested in the Asahi Kasei double filteration plasmapheresis equipment?

1. Yes

2. No

REFERENCESs
www.ibef.org/industry/healthcare.aspx

wikipedia.org/wiki/Healthcare

economywatch.com/world-industries/health-care/

www.prlog.org

www.ficci.com/media-room

www.expresshealthcaremgmt.com

www.shethimpex.com

www.vital-signs.com

www.highbeam.com

www.bbraun.co.in

oxfordjournals.org

http://www.ey.com/Publication/vwLUAssets/FICCIErnst___

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Young_Healthcare_Report_-

_Fostering_quality_healthcare_for_all/$FILE/FICCIErnst+&+

Young+Healthcare+Report+-+Fostering+quality+healthcare+for+all.pdf

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