個案總覽

GE Healthcare's strategy was to change the face of healthcare infrastructure in India by making healthcare accessible in all parts of the country and affordable to all sections of the society. After launching its first successful super value ECG machine Mac 400, it launched its twenty-fifth super value product "Discovery IQ" a PET/CT machine in 2014. However, the challenge before the company was to increase the reach and visibility of PET/CT scanners to a large base of diagnostic centers in tier II and III cities. Key issue for customers of PET/CT scanners was of securing finance. Banks were averse to funding such projects in tier II and tier III cities due to various constraints. At the same time, though GE had a financing division, they had very limited exposure to tier II and tier III cities healthcare infrastructure. Another option was to convince Government to invest into creating PET/CT infrastructure. Essentially, the PET/CT segment team was contemplating on devising go-to-market strategy for Discovery IQ. It also wanted to assess the disruptive impact of these products in the International market.

GE Healthcare was on a continuous lookout for investing into new and innovative super value products for the Bottom of the Pyramid markets in India. After launching its first successful super value ECG machine Mac 400, GE had recently launched its twenty-fifth super value product a PET CT machine. Serving the BOP markets has its own unique challenges that may be different for each product that is placed in the market. However, GE has so far successfully sailed through all the challenges and developed a steep learning curve about BOP markets. However, it is now facing the challenge of ensuring sustainability of product pipeline. The company is also keen to exploit the opportunities for reverse innovation that super value products have provided. The company also wants to assess the disruptive impact of these products in domestic medical device markets as well as markets outside India.