In order to maximize the capabilities of internet, Healthcare Magic, a healthcare portal has inked a pact with a leading pharma company in the country under the e:marketing strategy initiative. The portal will help promote the pharma major's prescription-based portfolio.

With internet, which is an indispensable mode of communication, Healthcare Magic will connect its customers to the pharma company to ascertain more details about the drugs and have access to doctors who will prescribe them. "The e:marketing model will now allow the pharma company to attract and retain customers through the portal, Kunal Sinha, chief executive officer, Healthcare Magic told Pharmabiz.

The concept, in its nascent stage in India, has elicited favourable response so far. The e:Marketing furnishes product information to assist in brand building. The company is scouting for more such e:marketing efforts with pharma majors.

The portal launched early this year is known for its capability to provide personalized healthcare service where users log on to healthcaremagic.com and chat with the doctors for required information on consultation and hospitals. While the portal keeps away from emergency and accident-trauma cases, it can handle first-line health related problems like cough-cold-fever where drugs under the category of over-the-counter are prescribed.

For advanced care like to knee replacements, chemotherapy and dialysis to name a few, it offers patients a comprehensive list of doctors, hospitals and the treatment cost. It tied-up with Hosmat, Wockhardt and Apollo hospitals apart from small-medium sized medical centres in Bangalore. The networked hospitals in Bangalore under Healthcare Magic provide value-added services including appointments for faster access to specialists. The service is much-sought-after for working people who are strapped for time. In fact, this assistance has enabled the panel of five doctors at Healthcare Magic to enable 3,500 chats and 60,000 site hits in the last two months.

In order to take healthcare service to the next level, the company is in talks with the international suppliers of Remote Monitoring Devices for real time observation of vital parameters of patients to prevent emergencies.

In the area of medical insurance, Healthcare Magic is in talks with three leading companies to work out the formats.

On the drug dispensing front, Healthcare Magic has collaborated with LifeKen pharmacy chain for home delivery of medicines from mid-April with provision of additional discounts over and above what is offered at its counters.

The company will break even operations by July 2009. After business consolidation in Bangalore in the next six months, plans are underway to expand to New Delhi by September followed by entry to Mumbai, Chennai, Kolkatta, Pune, Hyderabad and Chandigarh, stated Sinha.

To set-up operations, company will need to invest between Rs. 75 lakh and Rs 1 crore. While it can generate its funds through internal accruals, it has also kept venture capitalist informed about its business model and expansion modes.