Marketing Mix Of Practo and 7Ps (Updated 2024)

The Marketing mix of Practo analyses the 7Ps of Practo, which include the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Practo. Practo is of Indian origins and is associated with the healthcare industry. It was founded in 2009 by its founders Abhinav Lal and Shashank ND and launched in 2010, 3rd June. Practo is associated with e-commerce and a private portal doctors and patients use. By the end of September 2016, it was 453, according to Alexa rankings. Some of its competitors are as follows-

• Xocdoc
• MyOpd
• Whatclinic
• MocDoc
• Healcon
• Lybrate
• Medecure
• DocEngage

About Practo

• Type: Healthcare technology company
• Industry: Healthcare
• Founded: 2009
• Founders: Abhinav Choudhary, Shashank ND, and Sameer Suneja
• Headquarters: Bengaluru, Karnataka, India
• Area served: India
• Key people: Abhinav Choudhary (Chairman) and Shashank ND (CEO)
• Number of employees: 3,000

Practo Product Strategy

Practo is a powerful medium that serves a call cloud service to a patient by finding the required doctor and booking an appointment, and a call cloud practice services a doctor by giving them a platform to manage their patients and practice. It offers hassle-free scheduling solutions at all hours and everyday access to reports and records. The various products offered for this segment are Practo Profile, Practo Consult, Practo Health Feed, Practice Management Software Ray, Practo Reach, Hospital management software Insta, Patient relationship management system Qikwell, and Business intelligence and predictive analytics software Querent.

The brand, customer relationship management, and product mix of Practo have evolved significantly over the years, transitioning the company from a software-as-a-service (SaaS) platform company, primarily for doctors, to a comprehensive healthcare ecosystem company.

The new Product Mix of Practo in 2024 is as follows (Source).

1. Practo Ray: Initially launched in 2008, Practo Ray is a SaaS platform that aids small practices in managing appointments, patient records, billing, accounting, and analytics. It is tailored to the needs of single-doctor clinics and small healthcare setups. Practo Search: Expanding into the B2C domain, Practo introduced Practo Search. On this platform, patients can discover doctors and book appointments. This service bridges the gap between healthcare providers and patients, facilitating more accessible access to healthcare services.
2. Telemedicine Services: With the rise of the COVID-19 pandemic, Practo significantly enhanced its telemedicine offerings. This service includes teleconsultations where patients can seek medical advice remotely, which saw a sharp increase in demand during the pandemic.
3. Enterprise Hardware Solutions: Practo also ventured into providing enterprise hardware solutions like tablets and kiosks designed for managing digital records in hospitals and clinics. These are particularly popular in tier II and III cities, where they assist doctors in managing medical records and patient interactions more efficiently.
4. Practo App: To ensure 24/7 access to healthcare, Practo launched its mobile application, which allows patients to book appointments and seek consultations at any time.
5. Expanding Regional Language Support: Recognizing the diverse linguistic landscape of India, Practo has incorporated regional language options in its software products, making them more accessible to a broader population.
6. Expansion into New Cities and Rural Areas: Practo has been actively expanding its services into new cities, including tier II and III markets. It is also focusing on rural healthcare setups. Expansion is part of its strategy to make healthcare more accessible and affordable nationwide.

Practo Pricing Strategy

Practo’s pricing and marketing strategy are critical components of its business model. Its marketing strategy is designed to maximize accessibility and value for its users while sustaining a profitable and scalable business operation. Here’s an analysis of their marketing, distribution strategy, and pricing approach:

1. Freemium Model for Basic Services: Practo typically follows a freemium model, where patients are offered free essential services like doctor discovery and appointment bookings. This strategy helps attract a large user base by removing barriers to entry.
2. Subscription Model for Advanced Features: Practo offers advanced features and services through a subscription-based model for healthcare providers. This includes access to Practo Ray, the practice management software, which helps manage appointments, digital records, and teleconsultations.
3. Tiered Pricing for Diverse Needs: Practo employs a tiered pricing structure catering to the varied needs of different healthcare providers, from individual practitioners to large hospitals. This allows for flexibility and customization based on the scale and specific requirements of the provider.
4. Pay-per-Use for Additional Services: Practo may charge users for particular services like online consultations and diagnostics on a pay-per-use basis. This all costs directly with usage, making it cost-effective for patients while generating revenue for Practo and its network of healthcare professionals.
5. Strategic Pricing for Market Penetration: In tier II and III cities, where digital healthcare services are still gaining traction, Practo may adopt strategic pricing to penetrate these markets effectively. This cold involves competitive pricing to attract users in these new markets.

Practo Place Strategy

Practo has become one of the most trusted online platforms that assure quick and correct results. I can be viewed from any nook and corner of the country with an internet connection. It’s available in the most common and widely used language, English, and has its headquarters at Bengaluru in Karnataka. Pr has started its operations in Bengaluru and has spread its presence to seven cities in India and five countries worldwide. It has a widespread distribution network, including ten thousand hospitals, eight hundred doctors online, five thousand diagnostic centers, and four thousand fitness and wellness centers attached to it. Nearly two lakh doctors are associated with this portal to offer their services.

Practo’s place strategy, which focuses on making healthcare services accessible and efficient, can be outlined in the following points:

1. Widespread Online Presence: Practo operates primarily through its online platform, making it accessible to anyone with internet access, thereby overcoming geographical limitations.
2. Expansion to Tier II and III Cities: Practo has expanded its reach to smaller cities and towns, acknowledging the growing demand for healthcare services. This strategy helps bridge the urban-rural healthcare gap in India.
3. Support for Regional Languages: To cater to a diverse Indian population, Practo offers its services in multiple regional languages, enhancing accessibility for users who are more comfortable with their local languages.
4. Physical Reach through Partnerships: Practo collaborates with a vast network of healthcare professionals and institutions across various cities, enabling patients to quickly find and book appointments with local doctors and healthcare providers.
5. International Presence: Besides its strong focus in India, Practo has extended its services to over 20 countries, connecting global patients with healthcare professionals and services.

Practo Promotion Strategy

Practo is considered the most popular app for finding doctors online, and this has been possible because of its well-defined promotional activities. It has launched its inaugural campaign with a tagline, Life Mein.

It has been launched via digital, electronic, and print social media portals in popular television, radio, business shows, medical journals, and social media platforms like Twitter, YouTube, and Facebook. Practo has received several awards for its contribution, like Best App in 2014 at the Google Think Mobile Conference.

Some Recent Video ads and Print ads for Practo are:

Practo People Strategy

The “People” component of the Service Marketing Mix for a healthcare platform like Practo can encompass all human actors who participate in the service delivery and influence the customer’s experience. This includes the staff employed by Practo and the external healthcare professionals who offer services through the platform. Here are some points focusing on the “People” aspect of Practo’s whole marketing mix strategy and the marketing mix:

1. Qualified Healthcare Professionals: Practo’s network includes many qualified healthcare professionals, including doctors, dentists, therapists, and specialists. The platform ensures that these professionals are verified and possess the qualifications and experience to provide quality healthcare services.
2. Customer Support Team: Practo has a dedicated customer support team that assists users with their queries, appointment bookings, and any issues they might face while using the platform. This team is crucial in ensuring a smooth and satisfying customer experience.
3. Technical Support Staff: Given that Practo is a technology-driven platform, it employs a team of IT and technical support professionals who ensure its functionality is seamless, secure, and user-friendly. This includes maintaining the website and app, ensuring data privacy, and integrating new features.
4. Training and Development: Practo invests in the training and development of its staff to ensure they are well-equipped to meet the demands of their roles. This includes training in customer service, technical skills for the IT team, and updates on healthcare regulations and best practices for healthcare providers.
5. Patient-Centered Approach: The professionals on Practo are encouraged to adopt a patient-centered approach, focusing on providing personalized care and attention to each patient. This involves empathy, listening to the patient’s concerns, and customizing treatments per individual needs.
6. Feedback and Review System: Practo has a feedback and review system that allows patients to rate their experience with healthcare providers. This feedback is crucial for maintaining the quality of service on the platform and will enable Practo to monitor the performance of its network professionals.
7. Collaboration and Teamwork: The success of Practo relies on effective collaboration and teamwork among all its people – from healthcare professionals to customer service and technical teams. This collaborative environment ensures the service delivery process is efficient and responsive to patient needs.
8. Innovation and Continuous Improvement: Practo encourages a culture of innovation and continuous improvement among its people. This includes staying updated with the latest healthcare technologies, adopting best practices in service delivery, and continually enhancing the customer experience.

Practo Process Strategy

The “Process” component of the Service Marketing Mix refers to a company’s series of actions or steps to deliver its service. For Practo, a leading healthcare platform that connects patients with healthcare providers, the process component of the digital marketing strategy mix is critical in ensuring a seamless, efficient, and satisfying experience for patients and healthcare professionals. Here are some key points that outline the process of service delivery by Practo:

1. User Registration and Profile Creation: The first step in the Practo process involves users (patients and doctors) registering on the platform and creating their profiles. Patients provide personal and medical history information, while doctors list their qualifications, experience, and areas of specialization.
2. Search and Discovery: Practo allows patients to search for healthcare providers based on specialty, location, availability, and ratings. This search functionality includes filters to help users find the best match for their healthcare needs.
3. Appointment Booking: Patients can book an appointment through the Practo platform once a suitable healthcare provider is found. This includes selecting a preferred time slot and receiving confirmation of the appointment.
4. Reminders and Notifications: Practo sends automated reminders and notifications to patients and healthcare providers to ensure they are aware of upcoming appointments, reducing the chances of no-shows and miscommunications.
5. Teleconsultation Services: For patients and doctors who prefer virtual consultations, Practo offers teleconsultation services. This process involves secure video or audio calls, allowing for remote diagnosis and consultation.
6. Prescriptions and Health Records: Doctors can issue digital prescriptions directly through the platform post-consultation. Patients can access these prescriptions and their health records anytime on Practo, ensuring easy and secure access to their medical history.
7. Feedback and Ratings: Patients can rate their experience and provide feedback on the healthcare provider after the consultation. This feedback is crucial for maintaining service quality and helping other patients make informed decisions.
8. Payment Processing: Practo facilitates online payments for consultations and services rendered. The platform ensures a secure and smooth payment process, offering multiple payment options for user convenience.
9. Continuous Monitoring and Quality Control: Practo continuously monitors the services provided through its platform to ensure compliance with quality standards. This includes vetting healthcare providers, monitoring patient feedback, and making necessary adjustments to improve service delivery.
10. Customer Support: Throughout the process, Practo provides customer support to address any issues or questions that users may have. This includes support for appointment bookings, payment issues, and general inquiries.

Practo Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix pertains to the tangible and intangible elements customers use to evaluate the service quality. For a digital healthcare platform like Practo, which operates primarily online, physical evidence plays a crucial role in its business development, building trust, credibility, and a sense of security among its users and consumers. Here are some key points that highlight the physical evidence of Practo service itself:

1. Website and Mobile App Interface: The design, usability, and functionality of Practo’s website and mobile app serve as primary physical evidence of the brand’s quality and professionalism. A user-friendly interface that allows easy navigation, appointment bookings, and access to healthcare information contributes to a positive user experience.
2. Branding and Design Elements: Practo’s logo, color scheme, and other design elements used across its platform and marketing materials create a visual identity that helps users recognize and remember the brand. Consistency in these elements builds a professional image.
3. User Testimonials and Reviews: Testimonials and reviews from patients and healthcare providers serve as tangible proof of the quality of service Practo offers. Positive feedback and high ratings reinforce trust and credibility among potential new users.
4. Healthcare Provider Profiles: Detailed profiles of healthcare providers, including their qualifications, experiences, specialization, and patient reviews, provide physical evidence of the quality and reliability of medical professionals available through Practo.
5. Security Certificates and Privacy Policies: The display of security certificates (like SSL) and transparent privacy policies on Practo’s platform reassure users about the safety and confidentiality of their personal and medical information.
6. Partnerships and Associations: Collaboration with reputed hospitals, clinics, and healthcare organizations is evidence of Practo’s standing and reliability in the healthcare industry.
7. Customer Service and Support Channels: Accessible customer support through multiple channels (chat, email, and phone) provides tangible evidence of Practo’s commitment to customer satisfaction and service quality.
8. Informative Content and Health Articles: High-quality, informative content, including health articles, blogs, and FAQs on Practo’s website, is evidence of the brand’s expertise and effort to educate and empower its users.
9. Office Locations and Infrastructure: For a digital platform like Practo, its corporate offices and the infrastructure supporting its operations, though not directly experienced by most users, contribute to the company’s image and indicate its scale and professionalism.
10. Appointment Confirmation and Communication Materials: Email and SMS confirmations, appointment reminders, and post-consultation summaries provide tangible evidence of an organized and professional service.

Liked this post? Check out the complete series on Marketing Mix