2771 words 12 pages
Pat Tulloch, senior director of marketing for SaskTel was given a responsibility to develop a marketing plan to launch LifeStat™ which is health monitoring system into the Canadian marketplace. She has to present to the executive committee and in order to create the plan; Tulloch would need to quickly make some distribution and promotion decisions and conduct a financial analysis of the product’s potential profitability.
Tulloch faced a challenging task to get these products ‘of the ground’. She wondered what the campaign should entail, which distribution and pricing strategy would be the best, how to maximize the current marketing budget, and how many units would need to be sold in order to recoup the
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$ 37.50 per month account monitoring fee ii Philips Medical Systems-purchased LifeLine Inc., a medical alarm company which service included telephone reminders, personal help buttons and speaker phone devices. Motiva Interactive-used broadband television, along with home vital sign measurement devices to connect individuals to a health-care provider and monitoring system. $ 140 per month not includes a one-time cost for the specific devices needed to take physiological measurements. iii AMD Telemedicine-the leader in the telemedicine industry and signed a contract with the Visiting Nurse Association, the oldest home care agency. CareCompanion-provided event reminders and medication prompt and measured vital signs through the user’s peripheral monitoring equipment. The information transmitted over the Internet to the patient’s health-care professional for monitoring. $ 125 per month plus a one-time cost for the specific devices needed to take physiological measurements.

There are two identified potential customer segments that would benefit from the LifeStat™ technology: i Individual with diabetes
The system had recently gained attention from the Diabetes Association of Canada and was being promoted as a resource to aid in the self-management of blood sugar levels. There are two types of diabetes:
• Type 1: diabetes occurs when