Asian Bariatrics

Creating a pioneering business model in Bariatric Surgery

Challenge

We were engaged by one of the leading bariatric surgeons in the country to conceptualize a business model, which would help leverage his brand equity and exploit enormous market potential particularly in the upper-income segment.

Approach

Based on in-depth interviews with earlier as well as potential patients, we arrived at drivers and barriers for bariatric surgery. This, layered with a comprehensive analysis of earlier patients’ profile and competitive landscape, helped us define the product and the marketing strategy. We then created a business model for the larger centre – meant to act as the hub – at Ahmedabad and satellite centres across the country. To strengthen customer appeal, we created the high-impact brand identity. Finally, we executed different ‘nuts and bolts’ in close coordination with several external agencies to ensure successful launch of the facilities.

Result

The state-of-the-art centre in Ahmedabad has witnessed impressive increase in patient volumes and commands a significant price premium. The first satellite centre in Hyderabad has successfully commenced operations.
Publications

If Indigo Ran Your Hospital

How can we help you?
To discuss how Medium can help you achieve your business objectives