Executive Summary

Gaps

Key Objectives
Understand the opportunity for
Joint Replacement market in
India, identify gaps and
recommend action plan for
innovative ways of
collaborating with various
stakeholders.

Awareness

Surgeon
Engagement

Affordability

Patient apprehensions
& limited knowledge,
limited sources of
getting information

Low insurance
coverage (10% of
Population) and high
cost of surgeries, Little
Government initiatives
on Joint Replacements

Training and educating

surgeons about
usefulness of the
product

Why?
Still an untapped
market with
huge potential

Expected number of
knee replacement
surgeries 3.5 lakhs in
2017

Background Research
Reasons for
hesitations on the
part of consumer
What will it take to
bring surgeons on
board?
What holds Insurers
back and how to
improve reach?

Responsibility
towards
society

15% of Indias population

suffers from arthritis
however only 4% go for
treatment

Research Proposal

Expected CAGR of
20-25% in the near
future

Initiatives
Knee Care campaign to
increase customer awareness
and establish emotional
connect. using social and print
media and other options.
Collaboration with NGOs and
Govt. and various stake holders
to offer affordable solutions.
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Industry Overview

India is fast emerging as a centre of

excellence in the field of joint
replacement surgery. It is not only
patients from smaller cities that come
to several metro cities but also patients
from several international destinations.

Mudit Khanna, Wockhardt Hospital

Many surgeons did not use technology

such as 3D printing and computernavigated surgeries which can improve
accuracy of surgery and recovery time
because
the
hospital
found
it
unaffordable.

Dr P Suryanarayanan, senior orthopaedic surgeon

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Preliminary Analysis
We conducted extensive secondary research & exploratory
Target Group Survey*
primary research with people with net income above 10
lacs and few Orthopedic surgeon and doctors to
understand the current awareness level of knee * Number of Respondents 25 people (income> 10l) + 5 Doctors
replacement

Initial SWOT analysis (From primary research)

Strengths
Established and trusted brand
Major Hospitals and surgeons aware.
Largest market share.
Established Institutes for knowledge
transfer
Implanted more than 2m knees
worldwide
Cross business synergy with other
internal businesses.

Opportunities
Implant market to grow at CAGR of
20-25%
3 out of 10 people over 65 need
partial or full joint replacement
treatment.
Rising medical tourism leading to
better infrastructure and increased
spending
More than 150m people suffer from
some degree of arthritis.
Knee and hip joint replacement have
max share compared to other joint
implants

Value Framework - Stakeholder

Key Players

Synergy for
collaboration

Utility for
JNJ

Policy Maker

Govt Organizations such as

Ministry of Health & Family
Welfare/State health
dept/Indian Orthopaedic
Association

Low

High

Provider

Hospitals such as AIIMS,

High

High

Weaknesses
Tracking surgeons execution of surgery
Low rate of implementation of govt
reimbursement schemes.
Success attributed to physicians and
surgeons
Complications and side effects post
surgery.
Clutter of Information over Internet.

Apollo Hospitals,
Sancheti,
Indian Spinal
Injuries Center

Threats
Expensive surgery and low afford-ability
Limited geographical access to
replacement centers
Patient apprehensions and lack of
awareness.
Substitute awareness - Physiotherapy
and Yoga with lower initial cost.
Concerns about side effects post
surgery and success rates of past cases.

Physician

Doctors/Physicians/Surgeons/
Orthopedician

High

High

Patient

Sourced through
Hospitals/surgeons/Inbound
marketing

Low

Medium

Payer

Insurance
Companies/NGOs/Children of
senior citizen

Low

High

Producer

Other competitors

Low

Low

High

High

Promotion
Inbound Marketing
(Internet/Social Consultants/Practo/Alibaba
media

Preliminary Recommendations
Surgeon Training & Engagement

Awareness

Prima face of J&J Products

Social Media
IMPACT
Create experts driven social media
community
connecting
patients
implanted with J&J implants

Surgeon / Hospitals
Customers primary consulting point are
doctors. They serve as the primary
source of

900

Approximate orthopedic surgeons in INDIA

Keeping in view of such low number it is extremely

important to train them locally.
Customizable training calendars to be developed to
ensure maximum participation in sessions.
Course to be updated to include latest technology.
Veteran Doctors

Training
&
Engagement

New Doctors

Web Search
Campus

Inbound Marketing

Family engagement
Programs
Freebies to remain
connected
Need to keep-up with
technology

Difficult
to
change
relationship with older
Newer relatively easier
to tap as they are in
exploring phase

Engagement

65yrs

Average age of
potential orthopedic
patient in INDIA

Hence, Decision makers are generally

younger family members
Need to improve search results through
algorithm based search results to get J&J
on front page of the search

Conferences
Doctors
regularly
attend
conferences which talk about
new technologies
Sponsoring such events and
explaining product will build
awareness

Encourage future doctors to

prescribe higher SOC
Engagement activities like
conferences and technical
competitions will help build
strong awareness

Affordability & Reach

Tapping Internal Opportunities
1. Increase stock points
The consumption pattern to be studied
and optimizing supply chain to
product delivery. Possibility to
relocate delivery points to reduce
costs.
2. Increasing product range
Products can be customized for low end
customers without loosing quality

Tapping External Opportunities

1. Collaborate with Charity
hospitals/NGOs
There has been 100% increase in
no. of non-profit healthcare
institutions. Arranging special
training sessions for doctors of such
hospitals to reduce costs.
2. Seek Merger opportunities
To reduce costs and affordability,
mergers with smaller local players to
be studied

Course of Action
Flow of Actions
Kick-off Meeting:
Understand from JnJ team on
various aspects of the business
Broad boundaries that shall help
to meet the final objectives of the
Project
Clarity of the final deliverables
from the Project

Delivering Promise:
Once the analysis is completed,
the report shall be prepared.
Drafted report shall be discussed
to avoid last minute
apprehensions.
Before submitting the report
presentation shall be done to
discuss the findings of the Project

Research Planning:
Developing the questionnaire
Preparation of detailed time
activity chart
List out contacts for field work
and identification of key
respondents
Collecting secondary information
Firming up on the questionnaire
and list of contacts

Primary Research:
Contact key suppliers.
Based on inputs from them, key
end-users shall be contacted to
understand other aspects of the
Project
Discussions with apex association
/ regulatory bodies in the industry
For all this, one to one interview
method shall be adopted and shall
be a discreet Project

Data Analysis:
Once the fieldwork is near completion, data from the field shall be
analyzed to achieve the desired output
Utmost care shall be take to remove overlapping and duplicity of the
information
During data analysis, first the correlations shall be established
Usage norms in the segment shall be developed
Any specific deviations or outliers shall be clearly identified and their
impact on the analysis shall be highlighted

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Methodology & Timelines

Methodology

Quizzes

Project Timeline
Day 1-3
Exploratory
Research &
Interaction
with Experts

Day 4-7

Day 8-21

Designing of
Field Study
Questionnaire
and Floating
the same to
stakeholders

Day 2224

Day 2527

Day 2931

Day 3235

Collating,
Refining the
Designing
studying and
basic
strategies to
interpreting framework of achieve the
the data
project
objectives of
the project

Financial
analysis of
the project

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