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Case Code: MKTG401
Case Length: 9 Pages 
Period: 2019   
Pub Date: 2019
Teaching Note: Available
Organization : SellMed
Industry :Healthcare and Services
Countries : India
Themes: Sales Force Management/B2B Marketing/Sales Management
Case Studies  
Business Strategy
Human Resource Management
Leadership & Entrepreneurship

SellMed Online: Selling to Corporate Clients

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While India had a flourishing pharmaceuticals industry, online pharma retail was still in an emerging state. According to a Federation of Indian Chambers of Commerce and Industry (FICCI) spokesperson in 2016: “Presently, online pharmacy is at its nascent stage in India, but like other categories, it has the potential to be a very large industry segment. It is expected that the online pharmacy model could account for 5-15% of the total Pharma sales in India. Now, their business is no more constrained by their carpet area of the shops. Moreover, if one ignores the massive discounts offered by E-retailers, this channel still has a lot to offer to the customers in terms of convenience. Currently, 35 million Indians prefer buying products and services online. This segment is going to cross 100 million marks by 2016 and is expected to continue to grow with a rapid rate....

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SellMed’s Lab tests services were available in more than 450 cities. In partnership with Thyrocare, SRL Laboratories, Lal Path Labs, Quest Diagnostics, Express clinics, etc, SellMed offered a package of lab tests which were priced at a concessional rate (Refer to Exhibit I for SellMed Benefit Program). The company’s Lab partners provided a home sample collection on call service in 464 cities, including Tier 1 and Tier 2 cities...



SellMed relied on its sales force for selling its services. The sales force had a two-pronged action plan to enlist clients – 1) Cold calls and 2) Referrals...



While most of the HR sole points of contact (SPOCs) in client organizations that had tied up with SellMed were reasonably satisfied with the feedback from their employees pre and post use of the services, the salespeople did encounter some initial resistance while selling their services. With the growth of e-commerce in India, many people were getting increasingly familiar with online purchases, but they still had some reservations where online pharma retail and other health care services were concerned. The primary concerns of the employees of a client organization, during engagement session were...



Exhibit I: SellMed Benefit Program
Exhibit II: Screenshot of the App
Exhibit III: Comparison with Competitors
Exhibit IV: SWOT Analysis of SellMed