Sale of the operating medical IT platform

Business Description

The current IT company owns and operates a number of Internet services and websites. The development of services was started in 2010 and continues to the present. The total time investment in the development of services is estimated at about 100,000 hours of work for IT developers.

Company specialization:

• trade in medical equipment, tools, furniture and consumables;
• software development: website builders for medical organizations of all forms of ownership, medical practitioners, pharmaceutical companies, trading companies and specialized marketplaces;
• advertising and it-services on the Internet;
• information sites and specialized medical media.

Current attendance figures:

The average number of views of IT company resources: articles, news, catalogs of Ukrainian medical institutions and doctors is 180-190 thousand per month.

Every month, all resources and services of an IT company have about 350,000 views.

Technological processes of sales and creation of information and promotional materials on the Internet, communications in the medical environment of Ukraine and abroad have been debugged.

Active Internet resources and assets:

1. A) Two medical information and advertising portals:

• international medical platform (development since 2016, launch of the finished product - 2021)
• medical portal of Ukraine (launched in 2011).

1. B) Online marketplace for the sale of medical equipment, tools, furniture and consumables. More than 3000 available positions. Includes:

• marketplace;
• online store;
• trading platform on Prom.ua

1. C) YouTube channel. It has about 200 videos on topics: education, medical equipment, exhibitions and events in medicine.
2. D) Other assets: a database of clients and contacts (10 thousand e-mail addresses). Includes: client data, clinics of all forms of ownership, Ukrainian doctors, charitable foundations.

The international medical platform was recognized as the winner of the Ukrainian National Competition "Ukraine Smart Awards" in the nomination "Smart Med" for the best it-products for medicine in 2020.

 

Key features and benefits

The key asset of the IT company is the international medical platform, which is a SaaS platform. The platform consists of 9 modules / components of the main functionality:

• online trading organization module;
• information module;
• advertising module;
• 3 versions of the website builder for the medical industry;
• 3 medical registries: medical institutions, doctors and specialized companies.

The key feature and purpose of creating the platform is to collect the necessary functionality for the clinic and the doctor in one place:

• advertising and promotion of services on the Internet;
• implementation of the legislation of Ukraine on the publication of up-to-date information about a medical institution on the Internet;
• functionality for making an appointment with a doctor;
• organization of the purchase of medical supplies: tender and competitive bidding.

The main feature of the medical platform is the designer of medical websites, which fully complies with the requirements of the legislation and standards of Ukraine. The requirements of the Economic Code of Ukraine, orders of the Ministry of Health of Ukraine, inclusiveness (accessibility of content for people with special needs), etc. have been introduced.

Benefits can be divided into three blocks:

1. Communication benefits.

The goal may be to reach the target medical audience and convey their ideas to two groups:

• professional audience: physicians;
• users: people who are interested in treatment and health - patients.

The medical audience consists of 10 thousand e-addressees: health departments, clinics in the budgetary and non-budgetary spheres, doctors.

News and articles that are published on the information services of the platform are broadcast by the news aggregator Ukr.net. The average attendance of articles, news sections is 120 thousand visitors per month.

1. Trade commercial benefits.

Obtaining a stable income stream from sales and comprehensive provision of medical facilities with medical equipment, inventory, consumables and furniture.

1. Advertising and informational benefits.

Receiving income from sales of subscriptions to platform services: creating websites based on constructors of medical institutions, doctors, trading organizations and further technical support (subscription fee); advertising and information services to medical, pharmaceutical and trade organizations in Ukraine and abroad. Advertising and promotion of own goods and services. Information cooperation with the International Exhibition "Healthcare", the International Medical Forum, the International Association of Medical Tourism, the all-Ukrainian information portal Ukr.net (130+ million visitors per month). Access to existing professional medical associations and events.

 

Market and marketing

The market of the segment "Medicine and Pharmacy" is in a period of active expansion. The main powerful factors of market expansion are:

1. A) the conditions of the coronavirus pandemic;
2. B) decisions of the government of Ukraine on the digitalization of the healthcare industry;
3. C) cardinal reform and change in the structure of the healthcare industry;
4. D) changes in the system of financing medical institutions and remuneration of medical staff.

Potential customer audiences:

• Licensees of medical practice - more than 35 thousand;
• Medical institutions and FAPs - more than 12 thousand;
• Doctors - more than 145 thousand;
• Trading companies (medical equipment and components) - about 5 thousand;
• Medical tourism companies in Ukraine and abroad;
• Insurance companies and medical assistants.

Marketing efforts are aimed at reaching audiences of potential customers. A call center operates, commercial offers and contracts are sent out. Managers of the advertising and information department are negotiating with clients on the subject of concluding contracts for the creation of official websites and technical support, and other advertising services.

Negotiations are underway with the universities of Ukraine to introduce the medical services of the medical platform into the educational process as a practical basis. The medical platform cooperates with the Department of Informatics, Information Technology and Transdisciplinary Education of the National University of Health of Ukraine named after. P.L. Shupyk.

SWOT analysis

("S" - Strengths; "W" - weaknesses; "O" - favorable opportunities; "T" - possible difficulties)

"S" is the strength of the project.

1. Capacity and positive dynamics of the market
2. Possibility of easy scaling.
3. The project is completely self-supporting.

All business processes are fully adjusted:

• client base, contracts with partners;
• 1C USP is integrated with websites and automated unloading of goods to marketplaces and services is carried out;
• IP telephony;

• contracts with all major suppliers of medical equipment in Ukraine;
• contracts with regular customers and international charitable foundations;
• participation in PROZORO tenders and internal competitions;
• qualified supplier in PROZORRO-MARKET.

As of 01/01/2022, the platform registries contain websites and pages - 6735,

including:

Register of medical institutions - 2180:

Tariff "LUX" with a monthly fee - 152;

Tariff "PROFI" for versions with restrictions - 86;

Tariff "VISITKA" with address data - 1942;

Register of doctors - 4547:

Tariff "LUX" with a monthly fee - 4;

Tariff "PROFI" for versions with restrictions - 21;

Tariff "VISITKA" with address data - 4522;

Register of companies - 8.

"W" - weaknesses.

One of the directions of the IT company is the sale of medical equipment. However, the weakness of the company is that this is not the main area of ​​activity. Sales revenue in the Medical Devices Business Line could potentially increase if it had its own products or if it teamed up with a supplier of a wide range of medical products.

Active sales of IT products started in the second half of 2021 and the team of managers and the call center has not yet accumulated sufficient experience.

"O" - favorable opportunities.

Favorable is the fact of medical reform in Ukraine, as a result of which the market of medical services is being formed. Budgetary medical institutions and doctors, following private ones, are becoming autonomous enterprises and entrepreneurs. Under the influence of the market environment, they will be forced to use medical services on the Internet. The customer acquisition market is booming. There are about 35,000 licensees for medical practice in Ukraine, and their number is growing due to the creation of new clinics and licensing of medical workers as individual entrepreneurs.

The requirements of Article 78 of the Commercial Code of Ukraine, Article 6 of the Law of Ukraine “Fundamentals of Ukrainian Legislation on Healthcare” of November 19, 1992 No. 2801-XII, orders of the Ministry of Health of Ukraine of April 26, 2017 No. 459 and of July 25, 2017 No. 848 on the mandatory disclosure of information on the websites of medical institutions. The easiest and most profitable way to implement the legal requirements for medical institutions is to use the existing platform's medical website builder.

"T" - possible difficulties.

Political and economic instability may extend the time frame for implementing the business development plan. It is practically very difficult to prevent the development and implementation of the project, since the development trend coincides with the legally fixed norms for the activities of medical institutions and the course towards digitalization of the economy and the healthcare industry of Ukraine.

Team

A team of experienced professionals has been assembled and is working.

Main departments:

• trade - 3 managers;
• advertising and information - 2 managers; ,
• call center - 2 specialists;
• editorial - 2 journalists;
• information technologies - 4 it-specialists;
• management and accounting - 4 specialists.

Business development

• The business has a solid growth trend and high profits.
• The moment of rapid development is favorable due to the increasing demand for the goods and services of the company. The medical reform in Ukraine and the transition of medicine to the Internet space favor the development in the direction of information technologies in medicine.
• E-commerce will grow for the foreseeable future, and the increased demand for medical equipment against the backdrop of the coronavirus pandemic guarantees growth in business profitability.

Additional information about the company is available upon request:

+380977727292