SUMMER INTERNSHIP PROJECT REPORT ON

IN-CLINIC ACQUISITION

SUBMITTED BY
MEHEK KAUR SETHI
ROLL NO: 17030121030
MBA IMC
2021-2023

UNDER THE GUIDANCE OF

Mr. Niladri Chakraborty

Lead – HealthRx (Corporate Guide)
And
Mr. Pramod Shetty
(Faculty Guide)

K J SOMAIYA INSTITUE OF MANAGEMENT

SOMAIYA VIDYAVIHAR UNIVERSITY, MUMBAI (M.H)

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 DECLARATION

I hereby declare, to the best of my knowledge and ability that my work with
Bajaj Finserv Health, on the Summer Internship Project title “In-Clinic
Acquisition” is a genuine project work undertaken by me. It has not been
published anywhere earlier and is prepared after completion of the Summer
Internship Program with Bajaj Finserv Health. In addition to this, some of the
information is confidential, detailed analysis of the same is not included in this
report.

Mehek Kaur Sethi

MBA IMC

KJ Somaiya Institute of
Management

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Mumbai – 400077

ACKNOWLEDGEMENT

The internship opportunity I had with Bajaj Finserv Health, from 18th April
2022 to 17th June 2022, was a great opportunity for learning and professional
development. I was a Product Intern with the company, and the internship
experience was commendable.

The way my ideas were given importance, my thoughts were heard out and
given a direction, it gave me so much confidence! I am thankful to my project
team for the kind of support and guidance I received.

It was an honor to work with great leaders Mr. Devang Mody (CEO), Ms.
Niladri Chakraborty (Lead - HealthRx) and Mr. Sandeep Sharma (Business
Head); who have always been humble, approachable, encouraging, supportive,
and provided really valuable inputs during my internship.

I want to express my gratitude towards my faculty guide Mr. Pramod Shetty for
always being approachable, encouraging, guiding and supporting me throughout
the internship period. A sincere gratitude towards the corporate relations and
placement team of K J Somaiya Institute of Management for facilitating it all.

I also appreciate my fellow interns at Bajaj Finserv Health for giving an outsider
perspective during by project and also helping me to make my project a
successful one.

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TABLE OF CONTENTS

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1. EXECUTIVE SUMMARY
My topic for research was ‘In-Clinic Acquisition’ and I had to work with the
HealthRx team of Bajaj Finserv Health. The work of the HealthRx team began
right from looking at the app and services provided from the customer’s end,
streamlining the user journey and experience and ensuring smooth usage of the
Bajaj Finserv Health app by the consumers.

Bajaj Finserv Health (hereinafter referred to as “the Company”) is a health-

tech company from Bajaj Finserv Group, providing access to preventive,
personalized & affordable healthcare for all. The company has collaborated with
some of the best healthcare providers with whom they have crafted an edge with their
offerings, like, Ruby Hall Clinic, Metropolis, NM Medical, etc. The CEO of the
company is Mr. Devang Mody, taking the company to greater heights.

The products and services which the Company provides are as follows:

1. Doctor Consultation (both online and in-clinic) and Lab Test Booking (Covid, etc.)
2. EMI Health services (through their EMI card) and other membership cards for discounts
(Ruby Hall)
3. Doctor practice management (onboarding, assistance, and so on), Health vault for
medical records, medication reminders, immunization trackers, and so on.
4. Comprehensive complete healthcare plans/packages (Health Prime, Arogya care, etc.)
and many more.

The scope of my work comprised of assisting the team with the In-Clinic doctor
Consultations, with an aim to increase appointment numbers of the same.
Further, the scope of this report will comprise of the following research
objectives:

 To conduct a competitive analysis of other companies offering similar services and

further using this data for the purpose of benchmarking
 To understand the user journey and minutiae of user interface

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 To brainstorm ways of boosting In-Clinic appointment numbers
 To deep-dive into the channels used to achieve the project objective – Search Engine
Optimization (SEO) and Search Engine Management (SEM)
 To streamline user journey & experience to minimize drop-offs

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2. COMPANY BACKGROUND

Bajaj Finserv Health Limited (BFHL) is a subsidiary of the Bajaj Finserv Group.

The organization is in the financial services market, with key experience in

lending, insurance, and wealth advisory, and they have recently expanded into
healthcare through Bajaj Finserv Health.

Bajaj Health is an idea at heart that will disrupt the healthcare environment.
They are a health management platform that strives to be a healthcare ecosystem
enabler by providing a network of service providers and utilizing cutting-edge
technology to promote consumer health.

Findings show that healthcare spending comes from household budgets, causing
financial and emotional stress. Their main aim is to have all healthcare services
in one place so that you can stay healthy the intelligent way.

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At Bajaj Finserv Health Limited, the belief is that healthcare should be easily
accessible and affordable to one and all. Therefore, they are working towards bridging
this gap in the healthcare sector through seamless digitization.

Following are the features and benefits of Bajaj Finserv Health:

 Get customized healthcare packages and plans: Bajaj Finserv Health tailors
healthcare services for you and your family, including preventative health check-
ups, online doctor/medical consultations, health insurance, and full-body check-
ups.

 Locate the top clinics in your area: General practitioners, cardiologists,

dentists, pediatricians, dermatologists, and other specialists can be located in
and around your location. You may look for doctors by name, clinic,
specialty, or health problem.
 Schedule appointments with ease: Make an appointment with your preferred
doctor to avoid huge lines at clinics or hospitals.

 Use telemedicine to consult with doctors: You can get doctor consultations
through video from the convenience of your own home with Bajaj Finserv
Health. You can get your prescription using the app without the trouble and
risks of visiting the hospital.

 In our 'Health Vault,' you can store your health details: Store test results and
upload medications. Your medical records, including BMI and vitals, are in
one spot. As needed, you can share these with your doctor and laboratory.

 Make a list of health-related reminders: Make a mental note to take your

medication on time. You can also see your children's recommended
vaccines and receive reminders. You may also keep track of your planned
appointments on Bajaj Finserv Health.

 Various health membership cards provide access to a variety of benefits:

Get discounts on OPD, IPO, diagnostics, pharmacy services, and more with
your health cards.

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 3. PROJECT BACKGROUND

The COVID-19 outbreak has brought about unprecedented changes that have
affected every aspect of life. The healthcare fraternity has greater fights to fathom
preparing for an extended fight against the pandemic. The result is what was
considered unexpected some months ago has become a reality. Telemedicine
healthcare has assumed greater importance for non-COVID patients for their
medical consultation and wellbeing. While 50 million Indians accessed healthcare
through telemedicine during the lockdown period, 80 per cent of all users were first-
timers.
Digital technology has helped people to stay connected during the pandemic the
same applies as more interactions move to virtual healthcare models, like digital
consultation and telehealth becoming common parlance, Patient care delivery is
been reimagined after Covid-19 and beyond.

However, online consultation has its own cons, like:

1. One of the disadvantages of online medical consultation is that the Doctor

is not able to diagnose the patient physically, and so it can result in an
inaccurate diagnosis.

2. Sometimes, patients are not able to tell the problems clearly to the Doctor.
There can be a problem of miscommunication where the patient might not
be able to give the accurate details of the symptoms as he or she is not
aware of them.

Owing to the disadvantages of online consultation, and the fact that COVID-19 is
now dying down, people are moving back to the normal ways of life. Hence, due to
these reason people are moving back to the offline consultation mode.

Bajaj Finserv Health offers doctor consultation through two modes:

1. Tele/Video (Online) Consultation

2. In-Clinic (Offline) Consultation

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Currently, Tele/Video consultation is leading the way. However, in light of the
reasons discussed above, it was necessary for the company to boost their In-Clinic
numbers, keeping in mind the growing demand for the same.

To achieve this project objective of In-Clinic Acquisition, pull mechanism were being
used, A pull marketing strategy, also called a pull promotional strategy, refers to a
strategy in which a firm aims to increase the demand for its products and draw
(“pull”) consumers to the product. Pull marketing strategies revolve around getting
consumers to want a particular product.

The specific channels used are:

 Search Engine Optimization (SEO)

 Search Engine Management (SEM)

These channels were leveraged to increase visibility and In-Clinic appointments.

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