個案資料

MedoPlus is a startup working in the space of rural health care in India. Its pilot is currently running in five districts near Lucknow in Uttar Pradesh. The MedoPlus model connects villagers to the nearest health-care facility through an app mediated by a local villager, the MedoMITR. In only 18 months, the company has managed to reach 200,000 registered customers with 50,000 patients accessing health-care facilities. The management team at MedoPlus are planning for the next growth phase and considering the challenges ahead to obtain Series A funding for the company’s expansion.

This case can be used in courses on the bottom of the pyramid (BOP), subsistence marketing, or rural marketing at both the master of business administration and executive education levels.<br><br>After working through the case and assignment questions, students will be able to do the following:<ul><li>Appreciate the challenges of health care in rural India, and understand the probable reasons why the huge rural population has not been served until now.</li><li>Understand the MedoPlus model, which uses a combination of technology and human intervention to reach the rural population. Identify the strengths and weaknesses of the model and the probable bottlenecks in its expansion plan.</li><li>Understand various business models that could be used in the context of the BOP and where a model like MedoPlus fits. Use the value proposition concept to understand the value the model delivers to the customer. </li><li>Apply the 4 As marketing framework to evaluate the MedoPlus initiative and also reflect on how the 4 As would be impacted by technology. </li><li>Generate cash flow projections from the data provided to build a case for getting the next round of investments for a venture.</li></ul>

• BoP, Villages, Healthcare, Innovation