by July 4, 2009 0 comments



For their health insurance products ICICI Prudential Life Insurance Company
has been harvesting lead management through various channels. The Doctor channel
was one unique channel from where the company could get the best leads from, as
this channel included doctors and pharmacy retailers. The key focus behind
conceptualization of this project was better management of the generation of
leads, sales and tracking of health insurance products via this new distribution
channel.

Company Scenario
Before Deployment
  • Proper lead management and effective tracking of leads wasn’t
    possible.
  • It wasn’t possible to check whether as a referral partner the doctor
    is providing effective leads to the FSCs.
After Deployment
  • With the new system 1,70,000 new leads have been generated.
  • The system helps the FSC for first time and guides him to plan his
    business, visits and overall doctor management efficiently.
Project Head

Chaya Pisupati, Senior VP – IT

Implementation Partner
Kamya Merani, SYSTIME 
Computer Systems

The doctor’s channel has more than 31,000 doctors listed while there are
23,000 chemists under retailer channel across 65 towns that are used as referral
partners to sell health insurance, apart from 2300 Feet on Street Consultants (FSCs).
However, there wasn’t an effective lead management system. Issues like doctors
giving desired results to FSCs couldn’t be tracked and monitored. Integrated
Sales Solution for Doctor Empanelment System was the final evolution of the
above stated challenges and the business requirements of this niche segment. One
of the key challenge that was met through this project was to manage effectively
the different needs of the segmented channel.

The Doctor Empanelment System has been developed on Java platform and during
development of the project they faced a technical challenge to design the system
in such a way that it could be integrated and implemented across the different
existing Atlas suite of applications with minimum code change.

The FSCs, equipped with mini-laptops, are able to login into the Doctor
Empanelment System remotely and do not have to make a visit each day to their
centers to submit their activity reports. The FSC can now get alerts about which
doctors he has to visit to get the leads, and correspondingly he feeds those
leads details into the system.

The managers can also keep track of FSCs under him for their performance and
their daily activities. The system has helped in handling 1,70,000 leads in the
past year generated through the doctor channel. With the automation of the
process, the monitoring of the activities of the doctor, FSCs and their managers
has become easy.

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