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Trends in the industry

In this century of modern technology, the first place is given to the modernization and development of the technology is exactly what we want to introduce. In the medical field, as well as any other necessary innovation, to facilitate the work in clinics, as well as to the whole health system has a common base for the patients.

PEST analysis


ü •Taxes (income tax, corporate tax, value added tax)

ü •Public spending (government loan support)

ü •Monetary policy (easy money-low interest rate)

ü •Education and training (new system)


ü Business cycle (support the development)

ü Employment level (unemployment help find workers)


ü Population growth (increasing the number of users of this card)

ü Age structure

ü Rural to urban migration

ü Social and cultural shifts


ü Research and development ( development of new services)

ü Rate of adaptation of new technology ( how easily we can enter into the market)

Market trends

Brand, Search engine optimization and marketing (VK, Facebook), Targeted online advertising.

Nowadays people look for:

-fast service

-get easy information


Pricing and distribution

Price of 1 ID card for individual is 2000 KZT, which will sold from hospitals.

Price of 1 ID card for clinic/hospital is 1200 KZT from us.

It will be similar to our local service center (CHS) when you get your identity card:

- we produce cards

- sell to the hospitals

- patients buy from hospitals, when all electronic information will be synchronized with card.

Implication of the risk

The main risk is not the willingness of our people to these changes, they would prefer a proven way and will go with all the papers, than trust is all the computer. Also, people will be afraid of the confidentiality of their information. We would also like to note that this is a very long and complicated process that requires careful preparation and training of new employees.

Other risk is creation single data base can be very expensive.

Competitors and type of competition

Competitor: Old system in hospitals. People may not prefer new system, because they accustomed to old service. Therefore introducing the card can be hard.

Type of competition: natural

2.13. Competitors’ strengths and weaknesses


ü Existing customer base

ü Established service and cost advantages

ü Well-deserved reputation

ü Special expertise and experience


ü Absence of innovation idea

ü Gaps in service areas

ü Lagging in technology


SWOT analysis


ü Cost of one card will decrease by economies of scale;

ü Government gives financial resource, because this business will improve overall quality of care in a practice and standardize the services of healthcare;

ü Track data over time;

ü We will not have copyrights, because we will have the first machine for production this card and the best IT specialists;

ü Identify patients who are due for preventive visits and screenings;

ü Monitor how patients measure up to certain parameters, such as vaccinations and blood pressure readings;

ü Monitor histories of illnesses;

ü Fast job, decrease turns to doctors, eliminating the need to fill out paper cards;

ü We will distribute our cards from all private clinics, all of which are used by 43% of population in Almaty.


ü Introducing cards is expensive project;

ü Difficulty in implementing;

ü Absence of training of existing medical staff;


ü Allows users to quickly and easily enter information about the patient;

ü Allows view the patient's MIDC and quickly find information in large volumes of medical records;

ü Orders from the state to public clinics;

ü If this project has success, we will have opportunity to introduce electronic cards to other direction (for example: electronic informatization documents like address’s reference, driver’s license, etc.).


ü Customers could prefer close the old system;

ü Unsafe confidential information can be cause of restriction this project (Some experts are still fear that the private health information of patients may fall into the hands of unscrupulous people, for example, who interested in receiving an inheritance, of criminals, or employers who might use this personal information to the detriment of the patient);

ü Attacks from hackers are very dangerous for safe the information;

ü Creating single database can be difficult and long-term and therefore doctors wouldn’t move to new system.




Private clinics are our main customers. Population cannot buy it directly, therefore, they order it through clinics. As for start up project our geographic customer audience will be consistent only from clinics situated in Almaty and offering private service. According to the data given Department of Statistics of Almaty population of it in 2013 estimated 1,477,564 people. About 43% percent of population chooses private clinics.

Number of people choosing private clinics = 635,353

In most cases they are those who don’t spare money for health. In general, they are:

ü Infants, young children. Modern parents care about its children health preferring private clinics because of better service, no queues, and high educated medical professions.

ü Adults aged 25-50. In almost, they have stable work by this age and can let themselves to get better healthcare. The second reason is that some companies provide their employees by health insurance in private clinics.

Market segment

Date: 2015-12-24; view: 520

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