North South University

MIS 205 Assignment

Section-16

Submitted To: Mr. Wahid Ripon

Date of Submission: 19 December 2018

Submitted by:

Maeesha Shafiq 1620064030

Anika Chowdhury 1621803030
Abdullah Md. Hisham 1620673030

Sadat Ahmed 1620922630

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Letter of Acknowledgement

19 December, 2018

M Wahid Ripon

Lecturer

School of Business and Economics

North South University

Dhaka, Bangladesh

Subject: Submission of MIS 205 e-business plan on “Praava Healthcare”.

Dear Sir,

You will be glad to know that we have finally completed our project on “Praava Healthcare”. We
are very thankful for all the support, guidance and motivation that you provided us in every step
of this project. In every segment of this project, we tried enhancing our knowledge about the
importance of promotional management, and learned how to do marketing analysis and
understand e-business model. We are confident that once you go through the entire report, you
will get a precise knowledge about our abilities and understand how hard we have worked to
make this project a success.

It will be very kind of you to examine our group effort and give us feedbacks to further enhance
our skills for future prospects.

Thank you.

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Executive Summary:

‘Praava Healthcare’ is a medical platform in Bangladesh. Their target consumers are the SEC A
and B people living in Dhaka. They target men and women who are above 22 and are healthy
and conscious. Praava aims to solve the vital problems that people face in their regular lives like
standing in line for hours and hours to get doctors appointment. They will also solve the lack of
house physicians.

Their big idea is ‘Enhancing Life’, which entails a better approach to leading a healthy life. All
of our promotion campaigns are related to the big idea.

For their promotion, we will go for both traditional and digital way of advertising. To grab the
attention of our potential audience both popular print and social media will be used.

They are the first brand in Bangladesh to launch a medical platform of this kind.

Anika Chowdhury

Maeesha Shafiq

Abdullah Md. Hisham

Sadat Ahmed

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Table of Content
Introduction 5

Requirement 1 6-9

Requirement 2 10-15

Requirement 3 16-22

Requirement 4 22-24

Requirement 5 24-25

Conclusion 25

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Introduction

Health care usually means a wide and intensive form of services, which is related to the well-
being of human being. This wide and intensive industry usually covers, Hospitals, Health
Insurances, Medical Software, Health- equipment and Pharmacy in it. Bangladesh has a
population of about 163 million. Thus an effectively performing health care system is very
essential in improving the population’s heath status, improving the health sectors responsiveness
to customers needs and reducing health care related financial threats. To solve most of the
healthcare related problems, Ms. Sylvana come up with “Praava Healthcare”. It is a medical
platform; it is an application that offer health-related services for both smartphones and tablet
PCs. Patients can trace nearest doctors along with their details of qualification, they can book
appointments online and even call a pathologist at their home for basic tests and treatments. All
of these can be done by just downloading an app in their smartphone. It will make medical
service more accessible to patients both at home and on-the-go. Therefore, Astha will make
getting access to proper health care very easy to Bangladeshi people, in a short period of time.
they also aim to ensure 100% patient satisfaction and also to bridge the knowledge and power
gap between the doctor and their patients.

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Requirement 1:

Praava Health is a network of Family Health Centers where Patients come first. They are
building a better patient experience enabled by technology by offering consultations with family
doctors and a full range of diagnostics services including lab and imaging. 

The mission statement of Praava Health is:

We aspire to be your trusted partner in health, empowering you to manage your health in a
manner that is aligned with your values.

Praava prioritizes its patients first and believes that the very important part of treatment is trust.
Patients in Bangladesh cannot completely trust their doctors which gives rise to a lot of
confusion and miscommunication. There is a fundamental difference of power between the
patients and the doctors where the doctors have the knowledge but are reluctant to share it with
the patients. However, Praava plans on overcoming these issues by making sure that the patients
have proper knowledge about their treatment.

The vision statement of Praava Health is:

We envision a world class health care system that puts Patients first. 

Praava is highlighting its main reason for existence which is the satisfaction of the patients and
also better quality of treatment.

How is Praava reimagining the doctors' chambers?

 Every process is designed to get Patients the solutions they need faster
 Family Health Professionals value Patients’ time and are their partners in health
 Praava harness state-of-the-art diagnostic tools and a fully integrated, remotely accessible
Hospital Information System (HIS) to bring healthcare to our Patients’ fingertips
 All the facilities are designed for Patient comfort
 The service providers receive continuous training according to international medical
standards
 They employ checks and balances to achieve accountability and transparency in all that
we do
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Range of Services

Praava Family Health Centers feature the following:

Family Health Professionals

 Family Doctors
 Gynecologists
 Pediatricians
 Dentists
 Ophthalmologists
 Physiotherapists
 Nutritionists
 Health Coaches
 Counselling + Psychological Services

Visiting Specialists and laboratory services:

 Histopathology + Cytopathology
 Biochemistry + Immunochemistry
 Microbiology + Serology
 Hematology + Coagulation
 Pathology
 Bangladesh's first Molecular Cancer Diagnostics laboratory (PCR - Polymerase chain
reaction) in breast, cervical, lungs and colorectal cancers.

Imaging

 X-ray
 Mammography
 USG
 CT

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  MRI
 DXA
 Teleradiology - reports reviewed by foreign and US-board certified radiologists

Other Offers

 Annual Membership Plans

 Health Checks
 Home blood collection
 In-house pharmacy

They mainly want to provide affordable and quality treatment to the patients so that they do not
have to stay in constant fear about receiving wrong treatment. Treatment abroad is very
expensive and there are very few who can afford it. Hence Praava wants to stand by them and
help them get good treatment. They mainly focus on patient satisfaction.

Praava’s e-business model

The e-Business model, like any business model, describes how a company functions; how it
provides a product or service, how it generates revenue, and how it will create and adapt to new
markets and technologies. It has four traditional components as shown in the figure, The e-
Business Model. These are the e-business concept, value proposition, sources of revenue, and the
required activities, resources, and capabilities. In a successful business, all of its business model
components work together in a cooperative and supportive fashion.

Praava Health is a brick and mortar health care platform created to connect family doctors with
their patients. A house physician can carry out a consultation via videoconferencing, instant
messaging, telephone, secure email or can directly visit the patients. Patients can also visit the
health care center in Banani. Patients can also visit or call for blood tests, imaging tests and
physiotherapy . The platform provides a billing service so that the house physicians are
reimbursed for their services and normal billing takes place in the center. For the house
physicians, Praava provides a way to reach more clients and attract new referrals; it also provides
a convenient way to manage payments. There are many fresh graduates who have just passed

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from medical schools but are unable to find jobs and even if they do find jobs, they are unable to
find patients as most of the patients are hogged by the top doctors. For the patients, it is a
convenient way to get proper, reliable and affordable treatment which will satisfy their values .
The system uses standard web technology to provide an interactive web space with facilities for
secure online billing and payments, and a database that clients can search to find a doctor. There
are various treatment packages like routine checkup packages and routine blood test and imaging
packages. Praava also earns revenue from advertisements. It follows a 25% rule where Praava
keeps 25% of the doctors’ fees.

Drivers of e-business adoption in organization

Insights are key to achieve a good customer engagement. This creates several benefits such as
increased customer lifetime value or delivery of relevant information towards your customers at
the right time.

Praava constantly ensures that they are being able to satisfy their customers and that their
demands are being fulfilled. They also sponsor a lot of YouTube and Instagram as well as article
contents of different bloggers and influencers so that customers will be more convinced about the
platform.

Gathering customer insights creates the need to have a data strategy to create and analyze the
information you receive. Often, you may ask yourself if a data strategy is necessary. The answer
is yes; the reason to have one is simply to capitalize on your data assets. It is key to successful
Marketing and Sales activities. Customer insights can be assessed by analyzing the data. A good
data strategy brings several benefits to Marketing and Sales, such as higher productivity and cost
reduction. Higher conversion rates will lead to revenue growth.

Requirement 2
Value Proposition
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The factor or consideration presented by a seller as the reason that one product or service is
different from and better than that of the competition. Praava Healthcare is the first health related
platform that will provide customers with emergency house physicians. They will be able to call
pathologists at home and book appointments online. The patients will be of utmost priority and
also it has the first molecular cancer laboratory in Bangladesh.

Revenue model

Praava earns revenue from multiple sources. It earns revenue from advertisements. Praava only
shows advertisements of different pharmaceutical products and they get revenue from it.
Secondly it takes 25% of the doctors fees and 25% of the pathology and other test fees. This
revenue generation model is the most feasible maximizing profit strategy Astha has put together.
Patients can also take various membership plans where they have to pay a monthly payment and
they will be able to get certain packages of routine checkups. They have also partnered with
some multinational corporations where the corporation employees will get premium treatment
but the doctors percentage will be reduced to 20%.

Marketplace Structure

Praava is click and mortar. It has both online and offline existence but is mainly operated online.
Patients can book appointments online and can also call house physicians, therapists as well as
pathologists at home. Or if the patients want to get imaging tests done then they can also visit the
mortar center.

Market Segment

Geographic

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 Dhaka Rajshahi Rangpur Sylhet Khulna Barisal Chattagram Mymensingh

Psychographic
Personality Consciousness Agreeableness Openness Extraversion
Lifestyles Active Healthy Sporty Comfort
Life cycles Youngster Adult Middle aged Aged

Demographic
Sex Male Female
Age 22 and above 20 and above
SEC A+ A B+ B C+

Our target consumers are the people living in Dhaka. Male and female who are 22 and above and
belong to SEC A and B. They are conscious and healthy. These markets are targeted by Praava
because it is potential and Praava will efficiently be able to appeal to these segments of people.

Pricing Strategy

Praava uses the following ‘Value Based Pricing’ considering the factors:
Ø  Offering unique or highly valuable features
Ø   Delivers unrivaled experiences
Ø  Unfulfilled benefits

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Ø  For maximizing profits

Offering unique; Highly valuable Feature:

Astha is providing services like booking appointments with highly reputed doctors in the
country; providing emergency medical attention from skilled doctors reaching out the patients
within the area & pathology facilities. The primary research showed that 62.5% of the people
want to book appointments from home with the use of an app and also 96.9% of the people said
that they want a doctor to come to their place and give a checkup. The people also proposed the
pricing of Tk. 699 for the services of a doctor coming to their place for the treatment.
The revenue generation will be collected as followed:
 25% of the payment of the home physician (Tk. 599)
 25% from pathological support (Tk.600)
 Revenue from advertisement
 Test prices vary according to nature

Product
Praava is a network of Family Health Centers where Patients come first. We are building a better
Patient experience enabled by technology. We offer consultations with family doctors and a full
range of diagnostics services including lab and imaging. 

How is Praava reimagining the doctors' chambers?

 Every process is designed to get Patients the solutions they need faster
 Our Family Health Professionals value Patients’ time and are their partners in health
 We harness state-of-the-art diagnostic tools and a fully integrated, remotely accessible
Hospital Information System (HIS) to bring healthcare to our Patients’ fingertips
 All our facilities are designed for Patient comfort
 Our service providers receive continuous training according to international medical
standards
 We employ checks and balances to achieve accountability and transparency in all that we
do
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Services

Our Family Health Centers feature the following:

Family Health Professionals

 Family Doctors
 Gynecologists
 Pediatricians
 Dentists
 Ophthalmologists
 Physiotherapists
 Nutritionists
 Health Coaches
 Counselling + Psychological Services

Visiting Specialists
Full range of on-site laboratory services, including the following laboratories:

 Histopathology + Cytopathology
 Biochemistry + Immunochemistry
 Microbiology + Serology
 Hematology + Coagulation
 Pathology
 Bangladesh's first Molecular Cancer Diagnostics laboratory (PCR - Polymerase chain
reaction) in breast, cervical, lungs and colorectal cancers

Imaging

 X-ray

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  Mammography
 USG
 CT
 MRI
 DXA
 Teleradiology - reports reviewed by foreign and US-board certified radiologists

Other Offers

 Annual Membership Plans

 Health Checks
 Home blood collection
 In-house pharmacy

Place
It has its own online platform as well as its offline center in Banani.

Promotion

Sponsorship Ads-

This is a type of advertisement where a company pays to be associated with a specific event.
Praava sponsors different heath care related blogs and put banner ads on top. Consumers who
click on the ad are taken directly to our website where they will come across more details about
our service. This sponsor ads makes many consumers aware of Praava and will also contribute
towards their sales. Different YouTube videos are also sponsored by Praava where the
influencers talk about Praava and promote it to their subscribers.

Earned Media -
Earned media refers to publicity gained through promotional efforts. It makes sure people know
what others are saying about the brand. Earned promotion shall be the third-party sentiment
about Praava and its services. In the website there is a rating option which appears after services
are performed for its users to be able to give feedback, alongside there shall also be Google alerts
created so we can see when people are mentioning us in any form of social media. The Facebook
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page will also allow consumer feedback through comments, likes, shares and ratings. This way
we will be able to have a better understanding of how the feedback is. Praava tries to capture the
sentiments behind people’s posts and reviews and showcase those posts on the website, app and
social media pages to create a positive brand image.

Display/Banner Ad-

This is an advertisement that can take place in website, app and social media. When consumers
click on the image with Praava promotion, they are taken to the corresponding landing page
which is our website, where further information’s will be provided. The target consumer for the
banner ad is mainly doctors and patients. Praava also includes their contact and website details
for anyone interested in further details. These ads will appear o Facebook and Instagram.

Requirement 3

E-Business Strategy:
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Strategy is about making the right choices. It provides a road map to stay on track and achieve
short-term and long-term goals. E-business strategy is the strategy to achieve an organization’s
goals through business activities and processes that are conducted or facilitated by computer
technologies.

Praava Health has separate e-business strategy that supports its corporate strategy. They use
CRM & Social Media Strategy.

 CRM or Customer Relationship Management is a strategy for managing an organization’s

relationships and interactions with customers and potential customers. A CRM system helps
them to stay connected to customers, streamline processes, and improve profitability.

 Social Media Strategy: Social media is quickly becoming an important focus for e-business
owners. Praava Health uses social media which includes a Twitter account, Facebook,
LinkedIn and a company blog.

 Their Facebook page allows customer feedback through comments, likes, shares and
ratings. This way they have a better understanding of how the feedback is.
 Twitter is also used to notify followers of new information.
 LinkedIn is used to recruit new talent, generating lead, increasing search visibility and
distributing content. .
 The blog is used to post treatments of prevalent diseases. Moreover, each week
different doctor’s talk about better health care and the customers can write about their
experience in the blog. Basically it acts like a community.

Social media is best used as a passive source for generating sales -- the primary focus is on
building a network of Family Health Centers in Bangladesh where patients come first. They are
creating a better patient experience enabled by technology. Through social media Praava Health
tries to capture the sentiments behind people’s posts and reviews and showcase those posts on
the website, app and social media pages to create a positive brand image. This is how they attract
more visitors, turn more visitors into buying customers, and create brand evangelists.
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 CORPORATE
STATEGY

E-BUSINEES
STRATEGY

SOCIAL
CRM
MEDIA
STRATEGY STRATEGY

INFORMATION
SYSTEM
STRATEGY

Figure 1: Relationship between E-Business Strategy and Corporate Strategy

ANALYSIS

POSITIONING

Positioning defines where your product stands in relation to others offering similar products and
services in the marketplace as well as the mind of the consumer. The positioning strategy that
Praava Health follows is a combination of capabilities, functions and features.

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Unique Selling Point:
The factor or consideration presented by a seller as the reason that one product or service is
different from and better than that of the competitors. Praava Health is the first health related
app that provide customers with emergency house physicians. Customers can call pathologists at
home and book appointments online.

Figure 2: An screenshot of PRAAVA HEALTH app.

Service:
During this age of digital Bangladesh most aspects of our life has become digitalized. The
medical field is also moving towards digitalization. 30 out of 1000 people suffer every day
because of lack of treatment on the right time. Most health workers provide secondary and
tertiary treatment depriving the patients who solely require primary treatment and there are very
few house physicians who provide primary treatment. They also just visit the major areas. Hence
in order to battle this problem Praava Health has come up with a creative digitalized solution.
They provide House Physician by mobile Apps during emergency. People can find nearby
doctors using google map. This app is also a platform for the fresh graduate doctors who find it
very hard to find patients.

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In our country it’s very difficult to get an appointment of a renowned doctor. They have to wait
hours after hours to get the appointment. By using the Praava Health app people can book
appointment without standing in the Que. People also can call pathologist from different
hospitals and diagnostic centers.

Patients usually tend to be confused about which doctor to go to for which problems. In the
Praava Health app patients are able to input their problems and the app provide them with a list
of doctors who will be suitable for that patient. There is a directory in the app containing all the
profiles of the doctors.

SWOT ANALYSIS
The SWOT Analysis framework facilitates an organization to identify the internal strategic
factors such as - strengths and weaknesses, & external strategic factors such as - opportunities
and threats. The core purpose of SWOT matrix is to identify the strategies that Praava Health
can use to exploit external opportunities, counter threats, and build on & protect Praava Healths
strengths, and eradicate its weaknesses.

STRENGTHS WEAKNESSES
 Automation of activities brought  More competition than collaborations
consistency of quality to Praava Health between competitors.
service and has enabled the company to  Does not have cloud-based health
scale up and scale down based on the monitoring system
demand conditions in the market.  Lack of capital for expansion (seed
 Praava has built Bangladesh’s first lab money)
for molecular cancer diagnostics, which  Investment in Research and

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 can reduce cancer mortality with early Development is below the fastest
detection and more personalized disease growing players in the industry. Need
management. more investment in new technologies.
 Connectivity expertise: brings
healthcare at your doorstep
 Affordable health care for the emerging
middle class.

OPPORTUNITIES THREATS
 The global Digital Health market is  Shortage of healthcare professionals.
forecasted to grow  Data privacy and protection.
 Business opportunities today are in
countries like Bangladesh where the
infrastructure isn’t able to keep up with
the pace of economic development.
 Rising demand on the healthcare
system.

COMPETITIVE THREATS
A competitive threat is competition that hasn't occurred but has potential to occur. In other
words, it is a risk of competition. As with any risk, a competitive threat has a probability and
impact and may be treated.

Threats of New Entrants

New entrants brings innovation, new ways of doing things and put pressure on Praava Health
through lower pricing strategy, reducing costs, and providing new value propositions to the
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customers. Praava Health has to manage all these challenges and build effective barriers to
safeguard its competitive edge.

How Praava Health can tackle the Threats of New Entrants?

 By innovating new products and services. New products not only brings new customers
to the fold but also give old customer a reason to buy Praava Health products.
 By building economies of scale so that it can lower the fixed cost per unit.
 Building capacities and spending money on research and development. New entrants are
less likely to enter a dynamic industry where the established players such as Praava
Health keep defining the standards regularly. It significantly reduces the window of
extraordinary profits for the new firms thus discourage new players in the industry.

Threats of Substitute Products or Services

When a new product or service meets a similar customer needs in different ways, industry
profitability suffers. For example services like Dropbox and Google Drive are substitute to
storage hardware drives. The threat of a substitute product or service is high if it offers a value
proposition that is uniquely different from present offerings of the industry.

How Praava Health can tackle the Threat of Substitute Products / Services?
 By being service oriented rather than just product oriented.
 By understanding the core need of the customer rather than what the customer is buying.
 By increasing the switching cost for the customers.

Rivalry among the Existing Competitors

If the rivalry among the existing players in an industry is intense then it will drive down prices
and decrease the overall profitability of the industry. Praava Health operates in a very
competitive industry and its five main competitors are CMED (cloud-based health monitoring
system), Critical Link, Bhalothakun, Maya & Doctor koi. This competition does take toll on the
overall long term profitability of the organization.

How Praava Health, can tackle Intense Rivalry among the Existing Competitors in industry?

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  By building a sustainable differentiation
 By building scale so that it can compete better
 Collaborating with competitors to increase the market size rather than just competing for
small market.

Requirement 4

Customer Relationship Management:

Every business is about customers. A lot of effort is spent on attracting new customers and
retaining existing ones. The task of attracting new customers isn’t simple, on account of the
fierce competition. However, there’s little doubt that the success of ecommerce companies
depends on how well they interact with their customers. The crm of this company is very
efficient and customer focus. They provide the service based on online application which is very
fast and time worthy. Their main facility is they provide on-time customer support. If a person
can’t find any doctor near his area. The app will automatically find a doctor from another area.
This company is launched so many social media marketing campaigns to maintain the relation
with the customers. They also analyze the customer related data to predict the area wise need.
They have different profile for different customers. The store and manage this big data.

IT use:

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 1
2

Its an internet IT use application. Where the customer will find the doctor and the request will go
first to server and then the server will find the nearest doctor. Then the doctor will contact the
customer.

Web technology:
Web technology is a collective name for technology primarily for the world wide web.
This does, however, tend to focus more specifically towards technology that aides in the
creation, maintenance and development of web-based applications. From a developers point of
view, these are things like languages and frameworks, data storage mechanisms, services and
products to allow us to create platforms and applications for the web. In this company they use
web 2.0 for their marketing and promotion. They always take the feedback from their customers
about they services. In their social media pages customers give response. By this web 2.0 they
can easily communicate with the customers and plan their business strategy with it. It’s a two
way communication process where company directly maintain the contact with the customers.
Use of this technology made this company very unique and efficient. More timely information
and more efficient tools to find information from the perspective of customers. Actions of user a
mass, police, and prioritize content which is very rare in this country.

Customer Social Company

media

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Requirement 5

Five IT security risk which can negatively impact a business:

1) Limited configuration security: The company lacks encryption and proper hashing of
passwords.

2) Little to no attention to patch management: This poor habit is particularly problematic

when managing systems that are critical to core business systems.

3) Increased attack surface for remote function call (RFC) communication: Although RFC
communication may have been set up to allow business systems to talk to each other, it is
possible that access rights to the landscape may have become excessive over time and are
performing with a limited scope.

4) Inconsistent encryption enablement: While most organizations focus on encryption within a

system, it is equally important to address this level of enablement between systems. This
includes consoles connecting back to the core business system.

5) Weakness in code security: All too often, user-developed code hasn’t been reviewed and
analysed to make sure that it is “vulnerability free.”

Two of the major security risks are:

1) Lack of Configuration: Primarily, the base configuration that companies implement lack
encryption and proper hashing of passwords. This might risk company’s data to be hacked by
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externa hackers or even by internal employees.

2) Poor code security system: The code system often becomes outdated and vulnerable to be
manipulated by other people, this risks company critical information which can easily be stolen
by other people such as competitors.

Solutions:

1) Expert encrypts: Hire advanced encrypts to encrypt useful and crucial data ,they need to be
updated regularly so that they are not manipulated.

2) Custom code security: Establish custom-code lifecycle management processes and use
security source-code scanning tools to identify vulnerabilities hidden in programs.

Conclusion
We went through the overall structure of Praava Healthcare which is an online healthcare centre
catering to the people and their main aim is to bridge the gap between the knowledge possessed
by doctors and patients. We went through the e-business model, CRM, their value chain, 4P’s,
competitor analysis, revenue model and potential operational threats that they might encounter.

Reference

http://www.praavahealth.com/
https://www.forbes.com/sites/nelldebevoise/2018/06/28/sinha/#5518426c71f0
http://www.pm.lth.se/fileadmin/pm/Exjobb/Filer_fram_till_foerra_aaret/Exjobb_2015/Faellman_
Karlsson__Oskar/Oskar_F_Karlsson_examensarbete_15-05-25.pdf

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https://www.techflier.com/2017/07/28/top-11-healthcare-and-medical-startups-from-bangladesh-
you-need-to-know-in-2017/
http://fernfortuniversity.com/term-papers/porter5/analysis/1000-ehealth--inc-.php

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