ZoomDoc

Market

Target market

ZoomDoc sees two distinct target markets -

(1) INDIVIDUALS & FAMILIES

• Families/ households that work hard and do whatever they can to take care of their loved ones. Their family’s health is the most important thing, but there are times when they or their children get sick and feel powerless to get help when and where they need it.

• Busy people who simply ‘don’t have time to be sick!’ - frequently neglecting their health and delay seeking medical advice for issues that concern them.

• Tourists & travellers to the UK - Visitors who fall ill and want to find quick, trustworthy, convenient, cost effective medical help.

(2) B2B PARTNERSHIPS

• Hotels & Travel Companies: Expand relationships with hotel groups, concierge desks, insurance providers, airline loyalty programmes etc…to help their clients find great medical assistance if unwell during their stay.

• Corporate Employers: ZoomDoc sees a strong opportunity to provide services to employers as part of their benefits package which demonstrates to employees that they care for their wellbeing, whilst being able to ensure that employees are seen quickly when unwell which will help increase speed back to work and minimise unjustified ‘duvet days’.

• GP surgeries: Forging more mutually beneficial relationships with existing private GPs who require out of hours support and can provide home visits on their behalf (potentially also supporting NHS surgeries as part of a commissioned service).

• Pharmacy Relationships: Pharmacists often receive requests for medical help from patients and cannot prescribe. Therefore, we have started an affiliate incentive scheme for referrals to ZoomDoc.

• Health Insurance market: ZoomDoc aims to link and build partnerships with the health insurance industry to enable 24/7 home visiting service provision for their customers.

Characteristics of target market

ABC1 HOUSEHOLDS & BUSY PEOPLE
In the UK, 46,000 GPs treat 27m households with the average size being 2.3 people.

Our demographic: ABC1 households (54% of the population / 14.6m homes) earning at least c£46,000.

The average patient sees a GP 4.9 times pa. Therefore a UK household sees a GP 11 times pa.

If each ZoomDoc household uses us 40% of the time, ZoomDoc would get 4.6 calls pa valued at £500 ARPU (£87.50 contribution)

UK VISITORS
There were 37.3m visits to the UK in 2016 . Europe’s universal health care means everyone is taken care of if sick, however in reality, for minor ailments when the visitor cannot use an NHS GP and has limited time to get well, they may turn to a hotel to get help.

EMPLOYERS
137m work days were lost due to illness in 2016 - 4.3 days per worker. This has fallen over recent years as employers invest in programmes to reduce absence (hence the opportunity!)

A 2015 survey estimates the cost of sick-days to be £16bn pa - an average of £456 per employee. This is far higher for corporates where somebody earning say £60k costs £250 per day based on salary alone

GP SURGERIES
Private general practice may amount to around 7m consultations pa, earning the sector c£500m a year

PHARMACY
The UK has c.16,500 dispensaries, being asked by government to provide more services to reduce the burden on GPs. They can’t however prescribe, and often need to turn to a GP.

Marketing strategy

ZoomDoc’s marketing plan focuses on digital and social marketing plus localised, activity that makes noise in specific suburbs, to generate awareness for GPs servicing those areas (as opposed to large expensive national or regional campaigns), whilst using PR to build the brand and create a halo effect, which helps the brand to punch above its weight.

Additionally, we have seen a trend of patient referrals after being impressed with ZoomDoc’s service. Therefore, we have introduced within the ZoomDoc App a patient incentive scheme to encourage user acquisition. This same inbuilt internal-marketing technology allows ZoomDoc to expand our B2B affiliate partnership program.

Key activities:

(1) PATIENT & GP RECRUITMENT
• Referral Strategy: Provide patients and GPs with a code that incentivises them to tell their family & friends.
• Localised Digital marketing
• Localised Social marketing.
• Local campaigns to support specific GP hubs: E.g. Direct mail, suburb tube station advertising, flyers etc.
• GP toolkits: Provide GPs with tools to help them spread the word.

(2) GP RECRUITMENT
• Advertising and promotion: Working with GP publications and online portals.
• Conferences: Take space at key conferences/events where we can demo ZoomDoc and recruit.
• Advocacy Strategy: Seek to get high profiles GPs talking favourably about ZoomDoc.

(3) B2B LEAD GENERATION
• Traditional sales outreach.
• Social: LinkedIn, Facebook and Twitter, aimed at clients/partners.
• Conferences: Take space at select events where we can demo ZoomDoc and generate partner interest.
• Direct Marketing: Distribution of marketing material to suitable targeted groups
• Partnerships: Seeking to establish commercial relationships with partners in each of our target sectors.

Competition strategy

“General practice is in crisis” (Kings Fund, May 16).

GPs and Patients feel disaffected; the conditions are perfect for alternative models of primary care to take off, with the provision of ‘instant’ GPs being available for patients.

Private GP services are not new, however they are typically expensive (with home visits costing c.£300) and inefficient with on-call GPs having to criss-cross entire cities to service patients. They are also localised with a private GP usually servicing a small area.

Consumers have embraced the on-demand economy. The likes of Uber and Deliveroo have proven that ‘traditional trades’ can be delivered using technology that makes it quicker and more efficient. Gone are the days however when only restaurant food and taxis could be accessed through a click of a button.

In the primary care sector, several ‘video’ consultation based services have emerged over the last few years, which provide consultations via app, as well as several other providers in the home visiting space.

ZoomDoc is offering what we believe is the best in class solution for patients and GPs:

• Effective doctoring must be ‘hands on’ - You need to be able to look down a patient’s throat, take blood pressure, listen to their chest etc... Examine in a way that simply cannot be done on a screen.
• The ability to prescribe medications from a video consultation is severely limited and in our experience a high percentage of consultations end in the patient still having to book to see their GP!
• ZoomDoc has created the most comprehensive, effective and efficient platform available to our knowledge. We believe our service offers both GPs and patients the most compelling proposition with many features and benefits which our competitors do not offer.
• Built by GPs and run by GPs, ZoomDoc intimately understands what is needed - The end to end experience and our GP facing technology is designed with this in mind. Our GPs have access to what we believe to be the best technology in the market that enables them to offer the best service available to our patients