NHS Case Study On Entrepreneurial Opportunity


Entrepreneur is ability of a person who want to make change either to an industry or the world. These persons are willing to take financial risk and always select growth over profit. Entrepreneurial opportunity is situation in which new goods, services, raw materials and organizing methods is introduce and sold products and services at greater than their production cost so that they sustain in the market and can earn profit (Suddaby, Bruton and Si, 2015). This repost is based on application that is introduced by NHS which provide 24*7 services on mobile, deliver prescription to patients 's near local pharmacy and it also provide information about hospitals, pharmacy of choices  location and demand supply etc. It covers  topics like target segments, benefits and attractiveness of the respective company application.

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Target segment benefits and attractiveness

Online application introduce by NHG provide various features which is helpful for all,  some of the major features are – it provide mobile services 24*7, deliver prescription to local pharmacy, provide information about hospitals and pharmacy of every location, it also have  information and cure about mostly diseases, it contain health news and near by services, etc. which is help full for each and every person. Before launching the application NHS do target segmentation to identify their target audience and appropriate way to focus them, the process and  outcome of target segmentation are describe below:-

Market Segment use by NHS to know their audience

Demographics Segmentation:- Application of NHS is useful for everyone based on age, gender, income, education, ethnicity, marital status, profession, residency type (Renko, Shrader and Simon, 2012). But it mainly focuses on people whose age is 50+ and youngsters because for old age people it is difficult to go hospitals and pharmacy and for young working group didn't have time to go there, so NHS make application which try to solve their problems.

Lifestyle Segmentation:- NHS organization target audience for online application are those peoples whose lifestyle is busy or working people who didn't have much time to visit hospital to them, this application help in concerning to doctors through mobile at any time and also by this patients are able to get their prescription to local pharmacy.

Life Stage Segmentation:- NHS application focus on every age group people but its main focus on large segment that is people aged 50+ and youngsters who didn't have time to go hospitals.

Geographical Segmentation:- NHS online application try to cover every geographical location, services to delivering  prescription to local pharmacy, concern to doctor 24*7 etc. are available to every pharmacy who are associated with the NHS.

Psycho-graphics Segmentation:- Through it NHS identify its target audience or who is their buyer and how they attract them so that they enjoy respective company services and feel connected to the NHS emotionally (Wang, Ellinger and Jim Wu, 2013). NHS identify audience by different ways like interview, survey and customers data on basis of how useful is their online application are they targeting right audience or market.

Benefit Segmentation:- In this segment NHS identify and analysis that their online application which provide services 24*7, deliver prescription to local pharmacy, give information about hospital and pharmacy of local area, provide useful information and cure of mostly disease etc. is useful and give satisfaction to the customers or patients or not.

Market targeting done by NHS to evaluate potential market

Once NHS identify various segments for online application from overall market, then the respective company need to evaluate both competitors and its internal capabilities to deciding their target group (Popp and Holt, 2013).

NHS also look their potential of each target segment for online application:

  • Is their segment is wealthy enough- even low income segments can be use it easily.
  • Their application must be stable enough that they exist in the future.
  • The target audience must be large enough that they cover their audience easily with low cost digital marketing strategy.
  • Identify that any competitors is providing same application for the customers.

The end stage of target market of NHS for online application is to identify their target market, which is 50 + age people and young working group, every income class can use this application, etc. because NHS associate to almost every pharmacy in every area through which they provide services 24*7, provide prescription to local pharmacy, give information about health, hospital and pharmacy of every location according to person or user.

Product positioning done by NHS for Online application

It is not enough for NHS online application to segment market and define their target market, they need to clear and create position of products and services in the minds of their target audience which is design for them.

First the respective company has to identify that their product is unique and differentiated from their competitors (Eisenmann, Ries and Dillard, 2012). To fulfil this situation NHS give unique features to their online application such as 24*7 services on mobile, provide precipitation on local pharmacy, provide information about the health care, disease, near by hospitals and pharmacy, health news etc., which make it different from its competitors. NHS also contact and make contract to pharmacy of every location which is associated by respective company so that they provide services to their target audiences or market like old age people, young and working people, every income group etc.


From the above discussion it has been concluded that the NHS has to do target segment, market target and product positioning before launching their online application in market so that it will be different and unique from their customers. To satisfy and fulfil this situation the respective company introduce various different features such as 24*7 mobile health services, provide prescription of patents to their near by pharmacy, they also introduce features which gives information about local pharmacy and hospitals, health news and also provide information and cure for some of major disease like abscess, acid and chemical burn, acne, bad breath, basal cell carcinoma, carpal tunnel syndrome etc. Through it a patents can contact to doctors without going to hospital, they can do it by their mobile. Top fulfil this NHS also contract to pharmacy of all areas so they provide services to their customers easily and effective ways.


  • Suddaby, R., Bruton, G.D. and Si, S.X., 2015. Entrepreneurship through a qualitative lens: Insights on the construction and/or discovery of entrepreneurial opportunity. Journal of Business venturing. 30(1). pp.1-10.
  • Renko, M., Shrader, R.C. and Simon, M., 2012. Perception of entrepreneurial opportunity: a general framework. Management Decision. 50(7). pp.1233-1251.
  • Wang, Y.L., Ellinger, A.D. and Jim Wu, Y.C., 2013. Entrepreneurial opportunity recognition: an empirical study of R&D personnel. Management Decision. 51(2). pp.248-266.
  • Popp, A. and Holt, R., 2013. The presence of entrepreneurial opportunity. Business History. 55(1). pp.9-28.
  • Eisenmann, T.R., Ries, E. and Dillard, S., 2012. Hypothesis-driven entrepreneurship: The lean startup.
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