The Birthplace

Envisioning a niche healthcare delivery opportunity for a well-known business house

Challenge

The client, with significant presence in infrastructure, was keen to diversify in healthcare and adopt a healthcare delivery model, which could offer sustainable differentiation and the scope to scale.

Approach

In line with the client’s vision and our focused factory approach, we undertook an in-depth study of the existing healthcare landscape and of the unmet needs across customer segments. We then presented the client with three shortlisted options. After a careful evaluation, the client decided to go ahead with a focused obstetrics facility aimed at the affluent segment. To further strengthen the business model, in-depth interviews with over 120 moms-to-be were conducted to gain insights into their ‘wish list’. We created the detailed blueprint and helped in execution till the post-commissioning phase. The facility also happened to be the first-ever Experience Design Project in Indian healthcare.

Result

The first facility in an upmarket location in Hyderabad has set unprecedented benchmarks in terms of service quality innovations, marketing and Revenue Per Occupied Bed. The concept is being scaled up through hub-and-spoke model.
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