Declaration

I hereby declare that the Summer Internship Project report entitled “Below the line promotion
activity for Pristyn care in Delhi NCR” has been undertaken by me for the award of Master of
Business Administration. I have completed this study under the guidance of Prof Poonam
Arora.

I also declare that this Summer Internship Project report has not been submitted for the award
of any Degree, Diploma, Associate ship, Fellowship or any other title, in GD GOENKA
UNIVERSITY (Deemed to be University) or in any other university.

Place: Gurugram ___________________

Date: DEEPA
 Acknowledgement

The internship opportunity I had with “Pristyn care” was a great chance for learning and
professional development. Therefore, I consider myself as a very lucky individual as I was
provided with an opportunity to be a part of it. I am also grateful for having a chance to meet
so many wonderful people and professionals who led me though this internship period.

I am using this opportunity to express my deepest gratitude and special thanks to “Ajay
Kumar” who in spite of being extraordinarily busy with her/his duties, took time out to hear,
guide and keep me on the correct path and allowing me to carry out my internship at their
esteemed organization

I express my deepest thanks to “Prabhat Saxena ” for taking part in useful decision & giving
necessary advices and guidance and arranged all facilities to make life easier. I choose this
moment to acknowledge his/her contribution gratefully.

It is my radiant sentiment to place on record my best regards, deepest sense of gratitude to

NIPUN GOENKA[Director], G.D. GOENKA UNIVERSITY for his careful and precious
guidance which were extremely valuable for my study both theoretically and practically.

I further want to thanks Dr. Poonam Arora, Sunstone, who helped me to better understand
concepts of professionalism and become a better person and employee in my life. I sincerely
want to thank Dr. Poonam Arora for being our programme coordinator and helping me at
every stage of my internship and studies.

I would also like to thank my parents and friends who helped me a lot during my life and this
internship period. I perceive this opportunity as a big milestone in my career development. I
will strive to use gained skills and knowledge in the best possible way, and I will continue to
work on their improvement, in order to attain desired career objectives. Hope to continue
cooperation with all of you in the future.

Sincerely,

_____________________
DEEPA

(2128355)
 Page
Chapter TABLE OF CONTENTS
No.
No.

1 Introduction

2 Industry and Company Profile

3 Project Design and Methodology

4 Data Analysis & Interpretation

5 Findings, Conclusion, Recommendations & Learnings

References

Appendix

● Questionnaire
 Executive Summary

I was doing my summer internship at Pristyn care which is a Healthcare Startup, Harsimarbir
Singh, Vaibhav Kapoor, and Garima Sawhney founded Pristyn Care in August 2018. More
than 400 trained surgeons undertake difficult procedures on patients with over 50 disorders..
While working here I gained a practical understanding of corporate work culture. During the
entire duration of eight weeks, I got a clear view of how the marketing department functions
in a Healthcare system.

This summer internship involved 2 projects. The first is below-the-line Sales for pristyn care,
and the second collects primary data for patients. I took 3000+leads in a month . After that
when got the data from different sources then starts a calls to them and try to conveince
them . Questionnaire and unstructured interviews collected data. Pristyn Care features a 360-
degree marketing strategy. pristyn care's brand advocates include Hrithik Roshan, Anup Soni,
Prakash Raj, Dilip Joshi, and Boman Irani.

Pristyn Care gave a free dr consualtancy. There was a two options offline and online . Delhi
NCR utilised hindi for medicine. Also available in 40:60, 50:50, 60:40 ratios. The study
analysed medical professionals' brand awareness, perception, and behaviour for pristyn
treatment in Delhi NCR and . Minimally invasive surgery and health-tech are increasing.
Pristyn care has a lot of potential in Delhi NCR. ATL, BTL, and TTL campaigns increased
website visits in July. The study focused on Delhi NCR and therefore results cannot be
repeated elsewhere.

During this internship I Gained knowledge on the strategies and innovations in Modern Trade
Marketing from corporate mentor. Learned how to create awareness of a brand through
correct knowledge And how to communicate with new people professionals like patients
and doctors. Also tell them in a briefly through our ,medical coordinator.
INTRODUCTION
1.1 Brief Introduction to Healthcare Industry

Businesses in the healthcare industry include those that directly treat patients, create medical
tools and supplies, offer healthcare coverage, Surgeries and more. India's healthcare industry
has grown significantly in both employment and income. Hospitals, medical devices, clinical
trials, outsourcing, telemedicine, medical tourism, health insurance, and medical equipment
all fall under the category of healthcare. The expansion of coverage, services, and rising
spending by both public and private entities are all contributing to the rapid growth of the
Indian healthcare industry.

Industry Statistics:

Fig 1.1 Healthcare sector Industry size

Since 2016, the healthcare sector in India has experienced a Compound Annual Growth Rate
of approximately 22 percent throughout its expansion. At this rate, it is projected that it will
reach

372 billion US dollars in the year 2022. Both in terms of revenue and employment
opportunities, the healthcare industry has grown to become one of the most important parts of
the Indian economy. According to the Economic Survey of 2022, public healthcare spending
in India was 2.1 percent of GDP in 2021–2022, up from 1.8 percent in 2020–2021 and 1.3
percent in 2019–2020.

Automation, technological advancement, and digitization are all having a significant impact
on several businesses today. There is no exception in healthcare. The way that healthcare is
delivered is evolving, and a significant advancement is imminent. Innovation in medicine and
healthcare are more important than ever. The COVID-19 pandemic has shown how data-
driven, digitally enabled business models may help health care companies become more
resilient, flexible, and inventive. The pandemic increased the need for change and sped up the
process of making healthcare more technologically enabled. Health providers and payers
must navigate a new terrain as digital health transitions from a potential future to a real-world
reality. It may be necessary to alter how health care organisations function as well as how
they view the world to succeed in the digital health ecosystem. A health-tech startup called
Pristn Care is striving to simplify our lives as much as possible and develop a digitally
enabled business model.

1.2 Pristyn Care

Fig 1.2 Pristyn care logo

A Gurugram-based startup called Pristyn Care specialises in minimally invasive medical and
surgical operations. More than 700 hospitals and 100 clinics are partnered with the
organisation. Proctology, gynaecology, IVF, urology, vascular, otorhinolaryngology,
laparoscopy, anaesthetics, and ophthalmology are all covered by the company, which was
founded in 2018.
More than 40 cities, including Delhi NCR, Hyderabad, Bengaluru, Chennai, Kolkata, and
Mumbai, are served by the business. It is now a pioneer in secondary care operations and has
provided consultation to more than 1.7 million patients. The company reportedly stated that it
aims to facilitate $300 million in patient financing by FY27. Pristyn wants to create an
ecosystem for providing surgical care. The platform concentrates on pre- and post-operative
follow-ups, hospital admissions, and medical consultations in addition to procedures.

1.3 Project Details

 Internship Project Title:
“Below the line Promotion Activity and primary data analysis for Pristyn Care”
 Internship Project Duration:
May 11, 2022, to July 31, 2022.
PART- A INDUSTRY PROFILE

PART-B COMPANY PROFILE

 PART-A INDUSTRY PROFILE
2.1 Healthcare Industry
Hospitals, medical devices, clinical trials, outsourcing, telemedicine, medical tourism, health
insurance, and medical equipment all make to India's healthcare sector. Due to expanding
services, coverage, and spending by both public and private entities, the healthcare sector is
expanding at an extremely fast rate. In terms of income and employment, healthcare has
grown to be one of India's major industries, according to a recent report from the India Brand
Equity Foundation (IBEF). Due to its expanding coverage, services, and rising public and
private sector spending, the industry is expanding at an impressive rate. By 2022, the Center
also intends to raise healthcare spending to 3% of GDP. With a focus on delivering top-notch
healthcare at an affordable price, the healthcare sector is seeing an expansion by existing
hospitals in terms of new services through technology platforms, investment in next-
generation tools for diagnosis, partnerships with insurance companies, and geographic
expansion. The industry is also drawing new capital from local and foreign investors to
finance both greenfield projects and expansions of established hospital chains that already
exist.

2.11 Healthcare Industry Classification

Fig 2.11 Healthcare Industry Classification

Healthcare Equipment & Services

1. Healthcare Equipment and Supplies

It includes businesses that produce goods ranging from the most basic, like crutches and
bandages, to the most sophisticated, like MRI machines.

2. Healthcare Provider and Services

It includes businesses that are involved in the ownership and management of healthcare
facilities, such as hospitals, rehabilitation centres, nursing homes, and animal shelters.

3. Healthcare Technology

It includes businesses engaged in data analysis to improve current healthcare practises and
research and development (R&D)

Pharmaceuticals, Biotechnology & Life Sciences

1. Biotechnology

It includes businesses engaged in manufacture or research and development of products that

are typically derived from living beings.

2. Pharmaceuticals

It includes businesses that create and produce pharmaceuticals and vaccines that are typically
based on chemicals.

3. Life Sciences Tools and Services

It includes businesses that conduct research on living beings and offer analytical instruments,
clinical testing services, and broad contract research services.
The two main components of India's healthcare delivery system are:-

1. The public sector:- The government, or public healthcare system, concentrates on

establishing primary healthcare centres (PHCs) in rural areas while maintaining a small
number of secondary and tertiary care facilities in major cities.
2. The private sector:- It make up The bulk of secondary, tertiary, and quaternary care
facilities are run by the private sector, with a focus on metropolises and tier-I and tier-II
cities.

The abundance of highly qualified medical personnel in India is a competitive advantage.

Comparing India to its counterparts in Asia and Western nations, it is also cost-competitive.
Surgery in India costs roughly a tenth of what it does in the US or Western Europe.

2.12 Market Size

Since 2016, the healthcare sector in India has experienced a Compound Annual Growth Rate
of approximately 22 percent throughout its expansion. At this rate, it is projected that it will
reach 372 billion US dollars in the year 2022. Both in terms of revenue and employment
opportunities, the healthcare industry has grown to become one of the most important parts of
the Indian economy.

According to the Economic Survey of 2022, public healthcare spending in India was 2.1
percent of GDP in 2021–2022, up from 1.8 percent in 2020–2021 and 1.3 percent in 2019–
2020. The demand for health insurance is rising as a result of an expanding middle class and
an increase in the prevalence of new diseases. In the upcoming years, the penetration of
health insurance is anticipated to rise due to the rising need for quality healthcare at a
reasonable price. Health insurance companies' gross direct premium income underwritten in
FY21 increased 13.3% year over year to Rs. 58,572.46 crore (US$ 7.9 billion). A total of
29.5 percent of the gross written premiums collected nationwide are in the health sector.

In 2020, the Indian medical tourism market was estimated to be worth US$2.89 billion, and
by 2026, it is anticipated to be worth US$13.42 billion. The India Tourism Statistics at a
Glance 2020 report states that in FY19, around 697,300 foreign visitors came to India for
medical treatment. Out of 46 destinations, India is placed 10th in the Medical Tourism Index
(MTI) for 2020–21 by
the Medical Tourism Association. By 2025, it is predicted that the e-health market would be
worth US$10.6 billion.

There were 595 medical colleges in India as of January 2022.

The Minister of State for Health & Family Welfare, Dr. Bharati Pravin Pawar, informed the
Lok Sabha that the country's doctor population ratio is 1:854 assuming 80% availability of
12.68 lakh registered allopathic doctors and 5.65 lakh AYUSH doctors.

2.13 Trends in Healthcare Industry

 Remote healthcare and telemedicine:- Telemedicine could enhance healthcare
access in a world where half the population lacks basic services (according to the
WHO). This depends on establishing the public's trust; many people still feel that in-
person relationship with healthcare professionals is necessary, therefore providers
must consider this while adopting services.
 Extended reality for clinical training and treatment:- Extended reality (XR)
encompasses VR, AR, and MR (MR). All of them use lenses or headsets that alter
our view of the world by immersing us in virtual settings (VR) or layering virtual
features on real-time photographs of the world (AR/MR). They could revolutionise
healthcare.
 Making sense of medical data with AI and machine learning:- As in other fields,
AI in healthcare helps make sense of complex, unstructured data. In healthcare, this
can include X-rays, CT and MRI scans, as well as information on the spread of
communicable diseases, vaccination distribution, genomic data from living cells, and
handwritten doctors' notes.
 Digital Twins and Simulations:- Digital twins use real-world data to create models
that can imitate any system or process.

Personalized medicine and genomics:- Historically, pharmaceuticals and therapies have

been developed on a "one-size-fits-all" approach, with clinical trials planned to maximise
pharmacological efficacy with the greatest possible patient population and the fewest possible
undesirable side effects. Modern technology, such as genomics, artificial intelligence, and
digital twins, enables a far more individualised approach, leading to treatments that can be
personalized right down to the individual level.
Fig 2.12 Infographics on Healthcare Industry
2.14 Advancement in Indian Healthcare Industry

 Medical device manufacturers have a lot of prospects in India. With significant capital
expenditure for cutting-edge diagnostic facilities, the nation has also emerged as one of
the top locations for high-end diagnostic services, serving a larger section of the
population. Additionally, Indian customers of medical services are more concerned with
maintaining their health.
 India's healthcare industry is very varied and offers numerous chances in each of its
provider, payer, and medical technology segments. Businesses are trying to investigate
the newest dynamics and trends that will have a beneficial impact on their business as a
result of the increased competition. The hospital sector in India is expected to grow at a
CAGR of 16–17 percent from Rs. 4 trillion (US$ 61.79 billion) in FY17 to Rs. 8.6
trillion (US$ 132.84 billion) by FY22.
 By 2025, the Indian government wants to spend 2.5 percent of the nation's GDP on
public health.
 The higher success rate of Indian businesses in receiving Abbreviated New Drug
Application (ANDA) approvals is another factor contributing to India's competitive
advantage. India also provides a wide range of R&D and medical tourism options. In
conclusion, both urban and rural India provide significant prospects for investment in
healthcare infrastructure.
 Due to population changes and globalisation, the trajectory of health care spending is
unsustainable. Health systems are therefore concentrating on sustainability and value
while attempting to balance three core imperatives: increasing access, raising quality, and
controlling costs.

The traditional health system's four walls are no longer the only place where healthcare is
provided. Healthcare providers have come to the conclusion that, despite their technical
superiority, products or services by themselves will not be sufficient in the future. They
should think ahead to interact with their users—whether they are patients or doctors—across
the entire health care value chain and provide them with not just a better care product or
service but also a better care experience. One should also keep an eye on advances emerging
from non-core sources like technology firms that could aid in early detection or diagnosis and
the overall healthcare ecosystem.

2.15 Technology-driven transformation of India's healthcare

industry
India has improved dramatically in recent years in terms of health indicators like
immunisation rates, death rates, life expectancy, and others. Numerous diseases, such as
polio, smallpox, and guinea worm sickness, have been successfully eradicated because to it.
Additionally, the nation has become the world's biggest supplier of generic medications. The
Covid-19 pandemic has accelerated the development of digital technologies in the healthcare
industry as companies investigate cutting-edge ways to deliver care and obtain better disease
management analytics. New, better medicines are being developed today while costs are
being reduced thanks to developing technologies. Even though certain technologies are still
being fully investigated, they have caused a significant shift in the industry. Here are a few of
the major tactics that can help India create a solid, comprehensive healthcare system in the
future.

 Digital Health

The country's healthcare system will be significantly shaped by technical breakthroughs and
digitally enabled care as a result of the government's renewed focus on achieving universal
healthcare through Ayushman Bharat, the digitization of health records, and Mission
Indradhanush. To improve individualised treatment and patient experiences, healthcare
professionals must thus start on a digital journey by digitising medical records, automating
manual operations, utilising data analytics, and implementing ML/AI/IOMT. Additionally, by
automating cognitively demanding activities and rule-based tasks, robotic process automation
(RPA) will become more popular. Healthcare providers would need to make significant
investments in digital technology if they were to remain profitable, engaged, relevant, and
sustainable.

Healthcare providers will need to increase their organization's digital literacy in addition to
investing in the adoption of digital technologies in order to have a workforce that is equipped
with the latest technology. Healthcare providers will be more competitive and effective in the
future with a workforce that is technologically proficient. To establish digitally equipped
healthcare organisations, leadership teams will be required to design a complete digital
strategy and the Chief Information Officer (CIO) function.

 Public-Private Partnership (PPP)

Particularly during the COVID pandemic, the Indian healthcare industry has expanded
significantly over the past two years. This development has been made possible by the
government's active involvement, technological breakthroughs, and the digitization of
healthcare services. A number of trends have evolved in the Indian healthcare industry that
make use of cutting-edge technology to streamline and enhance the patient experience.

It is clear from looking ahead that the nation's healthcare system will face pressure to
improve the effectiveness of care and quality, as well as look for novel ways to use
distributed provider networks, systems, and data that are more centred on disease prevention
and wellness. Since technology will improve care and delivery, healthcare systems will need
to be more integrated.

PPP models may represent the next step in enhancing both the quality and accessibility of
healthcare. By collaborating with the private sector, the government can acquire cutting-edge and
adaptable techniques, such as the development of comprehensive IT systems and human resource
management techniques, enabling it to enhance service delivery and more effectively increase
capacity. The government can share risks with the private sector and has access to funding sources.
In a PPP model, the private sector's management skills and experience in creating and managing
successful businesses may prove essential in modernising current medical facilities and creating an
effective healthcare system.

 Understanding Smart Consumer Behaviour and Needs

The country has seen a fast change in its consumption habits over the past ten years, driven
by the expansion of the internet, mobile connectivity, social media, and technological
advancements. The emerging tendencies have not gone unnoticed in the healthcare sector.
Patients' participation will eventually change from "Passive" to "Active" as understanding of
health-related needs and challenges grows. Patients will actively participate in decisions
about their health management, treatment, and outcomes, resulting in a paradigm change
toward patient-driven healthcare delivery. In order to properly redesign their services and
economic models, providers will need to reframe their perspective on patients as savvy
consumers. Simply providing episodic healthcare will become obsolete, so providers must go
above and beyond to keep patients as customers and concentrate on complete care.

 Patient Safety

In addition to what has already been mentioned, patient safety in healthcare delivery needs more
focus. In healthcare organisations, measuring and monitoring medical errors and sentinel
occurrences must become ingrained in the culture. Different pressures will shape India's healthcare
system throughout the ensuing years. Healthcare professionals will be forced by these significant
changes to deliver better health outcomes while managing shifting patient behaviour.

2.16 Government initiatives in Healthcare Industry

The following are some of the significant actions the Indian government has taken to support
the country's healthcare sector:

 On April 5, 2022, India had 117,771 Ayushman Bharat-Health and Wellness Centres.
 As part of the central government's 'Digital India' project, 748 e-Hospitals were
constructed by April 5, 2022.
 India, Meghalaya, and the World Bank signed a $40 million health initiative in November
2021. Project will improve health services and strengthen state's capacity to address
future health emergencies, including COVID-19 pandemic.
 By September 21, 2021, the Health Ministry's eSanjeevani telemedicine programme had
facilitated 12 million patient-to-doctor and doctor-to-doctor consultations.
 In September 2021, Prime Minister Narendra Modi announced India shared its
vaccination production with 95 countries and UN soldiers. After increasing
manufacturing, India will supply COVID-19 vaccinations to other countries.
 Narendra Modi announced Ayushman Bharat Digital in September 2021. The mission
will connect hospitals' digital health solutions. Under this, every citizen will acquire a
digital health ID and digitally protected health records.
 Telangana government, WEF, NITI Aayog, and Apollo Hospitals inaugurated 'Medicine
from the Sky' in September 2021. The idea will allow drone delivery of lifesaving
medicines and jabs in remote areas.
 The Indian government plans to create a credit incentive programme of Rs. 500 billion
(US$ 6.8 billion) to strengthen healthcare facilities. The scheme will allow enterprises to
use the capital to enhance hospital capacity or medical supplies with the government as a
guarantor and strengthen COVID-19 health infrastructure in smaller communities.
 The Ministry of Tourism created the National Medical & Wellness Tourism Board in July
2021 to promote Medical and Wellness Tourism in India.
 The Union Cabinet approved a centrally sponsored extension of the National Ayush
Mission till 2026 in July 2021.
PART-B COMPANY PROFILE

2.2 About Company

Pristyn Care is a Gurgaon based healthcare startup. Pristyn Care is the industry standard
when it comes to Secondary Care Surgeries. The company was established in August 2018 by
Harsimarbir (Harsh) Singh, Dr. Vaibhav Kapoor, and Dr. Garima Sawhney. Using the most
cutting-edge medical technology available, including Laser, Laparoscopy, Microdebriders,
Lasik, etc., the company's team of more than 400 highly skilled surgeons performs complex
operations on patients suffering from more than 50 different diseases at any one of its more
than 800 Surgical Centers. It may be found in forty different cities and towns, including
Agra, Ahmedabad, Bangalore, Bhopal, Bhubaneswar, Chandigarh, and Coimbatore. Pristyn
Care has set itself apart from the competition by guaranteeing that each patient is provided
with a Personal Care Buddy who is available around the clock. This coordinator ensures that
everything related to surgery, from diagnostics to remote insurance clearance, admission and
discharge formalities, cab pick-up and drop-off, free meals for the attendant, patient financing
(EMI), and free post-surgery follow-up, is taken care of. This includes assigning the right
doctor to the patient, performing diagnostics, and clearing remote insurance. Because of this,
both the patients and their family members are able to concentrate on their healing rather than
rushing around.

2.21 Company Logo

Fig 2.21 Pristyn care logo

2.22 Mission, Vision, and Values

MISSION VISION VALUES

To fix the broken To ensure consistent To Collaborate as a
patient journey by quality and advanced team and take Extreme
offering full-stack surgical care and take Ownership of our
healthcare services the latest medical Audacious Goals to
and increasing patient technologies to Tier 2 achieve targets and
centricity. and Tier 3 cities. display tremendous
Integrity

2.23 Pristyn Care services in India

Pristyn Care services are accessible in more than 40 cities in India

Fig 2.22 Pristyn care presence in India

2.25 Treatments and Surgery Offered By Pristyn Care

Pristyn care primarily focused on offering minimally invasive procedures in the seven
medical specialties of Proctology, Gynecology, IVF, Urology, Vascular, and ENT, in
addition to Laparoscopy. Aesthetics, Orthopedics and opthalmology are the names of the
three new categories that were introduced not long ago.

1. Proctology Treatment Using Cutting-Edge Laser Technology

The medical specialty of proctology focuses on identifying, managing, and treating issues
with the anal, colon, and rectum. It is sometimes referred to as colorectal therapy. A
multispecialty clinic called Pristyn Care seeks to offer the best proctology care possible in
India. Hemorrhoids, anal fistula, fissure, chronic constipation, and pilonidal sinus are among
the conditions that Pristyn Care's highly skilled proctologists treat with a minimally invasive
laser.

2. Laparoscopy

Laparoscopy is an effective procedure to treat certain conditions such as hernia,

gallbladder stones, appendicitis, etc. This procedure is also known as keyhole surgery due
to the minute nature of incisions involved. The surgeon uses a long, thin instrument called
a laparoscope which is attached to a high-resolution camera on the other end. The camera
provides live images of the organs and tissues in the abdomen. The surgeon locates the
epicenter of the disease via an external monitor and operates with high precision.

3. Gynaecology
This medical specialty studies the breasts, uterus, fallopian tubes, ovaries, and vagina.
Gynecologists are specialised doctors. They treat irregular periods, vaginal/urinary
infections, pregnancy, abortion, ovarian cysts, uterine disorders, and pelvic organ
prolapse.

Most gynaecologists today are fertility and reproductive system experts. They're called
"Obstetrician Gynecologists" (OB-GYN). Pristyn care can provide with such doctors who
can help to enhance ovulation, remove uterine or fallopian tube obstructions, and
conceive a healthy baby.

4. ENT (otolaryngology)

Pristyn care provide treatment for ENT or otolaryngology treats ear, nose, and throat
ailments. ENT experts tackle medical and surgical issues with these organs. Hearing loss, ear
infections, balance issues, tinnitus, nerve pain, and facial and cranial nerve disorders are
treated by otolaryngologists. ENT experts diagnose and treat allergies, sinusitis, smell
disorders, polyps, and nasal blockage due to a deviated septum. Infectious infections, benign
and malignant tumours, facial injuries, and facial abnormalities are all treatable by ENTs.
5. Urology

Urology focuses on diagnosing and treating male and female urine illnesses and male
reproductive issues. UTIs, incontinence, etc. are common urological problems. Pain,
discomfort, or difficulty urinating may indicate dysfunction of the bladder, kidneys, ureters,
or urethra. If you have any of these problems, see a urologist. Pristyn Care has the best
urologists in India. Pristyn Care offers the following therapies.

6. vascular surgery

In the surgical speciality of vascular surgery, vascular system-related medical disorders are
treated using medication, minimally invasive catheter procedures, and, if required, surgical
reconstructions. The vascular system includes lymphatic circulation, arteries, and veins. The
procedures involving the aorta, carotid arteries, and even the lower limbs are included in the
field of vascular surgery. Pristyn care has Surgeons skilled in a wide range of non-invasive
procedures as well as complicated surgeries, Except for heart and brain surgeries, a vascular
surgeon is adept in a broad range of minimally invasive techniques as well as complex
surgery. Identifying the patient's best and optimum treatment option is vascular specialists'
top priority.

7. Aesthetics

Plastic surgery restores, reconstructs, and alters the body. Plastic surgery includes
reconstructive and cosmetic procedures. Reconstructive surgery includes craniofacial, hand,
and microsurgery, while aesthetic surgery improves existing features. Pristyn Care performs
modern cosmetic operations to assist people improve their appearance.

8. Orthopedics

Orthopedics diagnoses and treats the musculoskeletal system. Orthopedic doctors treat joint,
bone, muscle, ligament, tendon, nerve, and bone diseases and disorders. Orthopedic surgeons
handle bone and skeletal issues. An orthopaedic surgeon can treat a broken toe or replace a
knee or hip. Pristyn care orthopaedic doctors can accurately diagnose and treat the disease to
relieve pain and other symptoms and enhance quality of life

9. Ophthalmology

Ophthalmology treats all eye problems. Medical and surgical treatment are covered.
Ophthalmologists treat eye issues. Optometrists and opticians aren't well-versed in complete
eye care. Pristyn Care offers superior eye care. Our ophthalmologists treat common eye
disorders safely and effectively.

2.25 Services Offered by Pristyn Care

Pristyn Care makes certain that the patient has a pleasant and stress-free experience
throughout the entirety of the medical process, beginning with the selection of an appropriate
physician and continuing through the scheduling of an appointment at the clinic, the
completion of a comprehensive diagnosis, the scheduling of tests at a diagnostic center, the
completion of the necessary paperwork for the patient's insurance provider, the transportation
from the patient's home to the surgical facility and back again on the day of the procedure
commute from home to the hospital & back on the day of the surgery, admission-discharge
processes at the hospital, and free follow-up consultation after the surgery – is hassle-free and
care-filled.

Fig 2.23 Pristyn care services

1. Free Consultation with specialists:- Pristyn care provides free first two consultation
with the physician according to the choice of patient in the preferred location.
2. Financial Counseling:- Patient get help in insurance clearance and other EMI options
are also available.
3. Admissions & Surgery:- There are multiple choice for hospital available based on
the location preference and budget of the patient. Pristyn care provides free pick up
and drop facility on the day of surgery to make it hassle free for them.
4. Discharge:- Discharge process is seamless fully supported by pristyn care.
5. Free Post-op care:- Free consultation post surgery is being provided by the company.
PROJECT DESIGN
AND
METHODOLOGY
In this summer internship, I was doing 2 Projects. The first one is below the line brand
activity for pristyn care and the second project is collecting primary data from the sources ,
diagnostic centres and clinics and analyzing the data regarding their awareness about the
brand pristyn care and Pitch in our strategies . This is descriptive research work.

3.11 Primary Objectives of the Project:

 To Create brand awareness of the company among the upper middle class, middle class,
and lower-class population.
 To increase website traffic through Below the line promotion activity.
 To bring leads from all our sources and market
 To analyze which medium of sales we increase the sales of pristyn care
 To understand the brand presence in Delhi

3.12 Project Specific Objective

Project 1: - Below the line Promotion

Objective of the Project: - The objective of this project is to create brand awareness
among the targeted group like pharmacists, diagnostic centres, hospitals, and clinics and co-
branding with them for future referral and long-term partnership which is beneficial for both
parties in Delhi NCR . Project specific objectives are given below: -

 To focus on target group and ask them for leads.

 To make sure the location chosen will give better results in terms of visibility and
awareness.
 To create brand awareness among normal customers by circulating envelopes having
pristyn care information printed over it through the pharmacists/Chemists.
 To focus on getting more patients using the referral model.
 To increase website traffic using this medium of advertisement.
 To get a Memorandum of association signed by them.

Project 2: - Market Research

Objective of the Project: - The objective of this project is to find out the existing
awareness of the brand among medical line professionals and find out the presence of the
brand in Delhi NCR through data analysis. Project-specific objectives are given below: -

 To find out the existing awareness of brand.

 To find out the advertisement or service medium through which they come to know
about pristyn care.
 To find out the reason if they do not want to be the come in pristyn care for their
treatment .
 To find out what kind of treatment they want .
 To bring them try to conveince them and share all the respective information with
them.

3.14 Sampling Unit

The sample unit is the group of people who were a part of the surveys. People from medical
profession were asked for the survey. Main focus was on the Pharmacist, clinic and hospitals
manager, few doctors were part of this survey. Also a medical camps and basically try to tie
up with insurance company and all the setup company like wipro , delhi duty free camp.

3.15 Sampling Technique

Purposive sampling technique has been used.

3.2 Methodology
To achieve the above listed objectives the study will follow a holistic approach of primary
and secondary data analysis to draw meaningful insights that will be beneficial to the
company.

 The first and second objective of the project will be fulfilled by using different types
of promotion like leads come from the market and starts calling on them and ask
about the any query and atart awareness about the pristyn care what works and
dealing with a free dr consulatation when there is any surgical case .
 The third objective has been fulfilled by chemist shops, diagnostic centres and clinics
and ask them for partnership and if they used to show interest I used to take their
details and get MOA signed by them.

 The fourth and fifth objective requires primary research to be conducted.

For this, survey method is adopted and the details of which are listed below

Method – Generated leads

Mode – Calling

Duration – 2 Months

Work Procedure
Steps followed for this activity:-
Step 1:leads come from the market and try to filter them .

Step 2: Inquire as to whether or not he is familiar with pristyn care.

Step 3: Depending on how familiar he is with our brand, I will provide him with the
necessary facts regarding our brand and our branding strategy.ask them if they are facing any
medical problem then try to conveince them to believe in pristyn care as a good medical
facilitator.

Step 4:Inquire with the patient which type of issue they are facing like lapro,ortho,opthal
and ent.

Step 5: After that go to a respective department and the call from their side after that the
patients call is arrange with respective doctors for OPD.

Step 6 : if the patient is needed for IPD then touch with patient or help them to throught
this .

Step 7: Our doctor given a time for ipd further this before ipd process ask to patient which
type of process you want to go cash , insurance or EMI . after that take approval for
insurance department what patient wants .

Step 7 : After the IPD the experience of patient and arrange a after treatment ipd which is
free opd . they will consult the doctor offline and online .

3.22 SWOT Analysis

Strength

 They are Providing an innovative service

 End-to-end convenience
 Personalized care is being provided
 Free pick up and drop service on the day of surgery
 Free post-follow-up and consultation post-surgery
 Expert in minimally invasive surgery
Weakness

 Less awareness in market

 Lack in Market penetration
 Gaps in capabilities and service area
 Limited service available in most of the location

Opportunity

 Availability of new technology with easy process

 Competition is comparatively less in this segment
 Niche Market
 There is a Change in need where people are looking for easy and time saving
process.
 Competitors are charging higher

Threats

 Apollo, Practo and other hospital have also started working on similar model

 Dependent on funding

 A competitor like Apollo and some others have an established market.

DATA ANALYSIS &
INTERPRETATION
4. Data Analysis and Interpretation

After noting all the objectives I conducted a survey with the form given by the organization
to analyze the awareness, perception and behavior of the medical professional for the
company.
 REFERENCES
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Conclusion
There were two major projects undertaken in this summer internship at Pristyn care. The
primary research study was based in Delhi NCR and Bengaluru region and the results cannot
be replicated to any other city or state because of various differences in terms of consumer
demographics, preference, attitude. Company should consider the recommendations
suggested for deep market penetration and acquire an effective market share. Consumer
preferences keep changing with time and they are inclining more towards services that are
easy to use and easy to operate. Keeping the pandemic guidelines in mind and the trend of
online services company can really do well in terms of profit consumer’s demand in this
segment is increasing in present time. Company should segment the population and target the
right audience by converting the cold leads to warm and hot leads to push the deal down in
the sales funnel.