MEDOPLUS: DELIVERING HEALTH CARE TO RURAL INDIA
CASE STUDY SOLUTION
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SYNOPSIS
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The case describes MedoPlus Private Services Limited (MedoPlus), an 18-month-old startup operating in
rural areas of Uttar Pradesh, one of India's biggest states. Through an app, the startup acts as a facilitator
between the huge unserved rural population and health-care providers in the semi-urban and urban areas.
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Because the rural population faces challenges in literacy and operating a smartphone, the company appoints
people from villages as MedoMITRs (MITR) who help onboard the patients in their villages and guide
tio
them through the app. The patients’ records are also maintained in the system, ensuring that their history is
maintained in the event of a follow-up.
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It is April 2023, and the model has been running successfully in five districts covering nearly 500 villages,
with over 200 MITRs, 200,000 registrations, and 50,000 transactions. Now, the co-founders are planning to
So
expand beyond the five pilot districts to 25 new districts. They are convinced that they have tested the model
sufficiently and the proof of concept is ready. They need to get Series A funding to expand the operations. The
co-founders plan on developing a pitch deck to convince funders who are far away from the context about the
opportunity. They also need to identify the possible bottlenecks in the model’s expansion plan and think
through the possible solutions to execute the expansion successfully when the funds come in.
OBJECTIVES
• 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.
• 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.
The Case Solution Starts From page 5
,• Understand various business models that could be used in the context of the bottom of the pyramid
(BOP) and where a model like MedoPlus fits. Use the value proposition concept to understand the value
the model delivers to the customer.
• Apply the 4 As marketing framework to evaluate the MedoPlus initiative and also reflect on how the 4
As would be impacted by technology.
• Generate cash flow projections from the data provided to build a case for getting the next round of
investments for a venture.
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ASSIGNMENT QUESTIONS
1. Based on the case, assess rural India's health-care challenges and why they have not yet been resolved.
2. What are the traditional options a villager has for health-care services, and how does MedoPlus compare
to them?
3. Using the value proposition lens, identify the points where the MedoPlus model delivers value and also
where it can be enhanced.
4. Using the 4 A's model, map the various aspects of the MedoPlus model. Also, reflect on the impact of
technology on the model.
5. How would you assess the MedoPlus business model? Identify its key strengths and weaknesses. What
could be roadblocks to scaling the model to the next level? Explain how the model makes money.
6. As per the projected plan, when will MedoPlus achieve a positive cash flow?
7. In-class exercise: Prepare a pitch deck to present to prospective funders along with the financial projections.
The Case Solution Starts From page 5
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ANALYSIS
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1. Based on the case, assess rural India's health-care challenges and why they have not yet been
tio
resolved.
The present health-care facilities available in rural India are limited in terms of coverage. Primarily, there
lu
are two types of health-care services which the rural population accesses for their health-care needs:
So
• The three-tier government health-care system consists of a sub-centre, primary health care, and
community health centre (CHC). The number of these government health-care centres is grossly
inadequate to serve the overall huge rural population. Moreover, although CHCs provide free
consultation, patients often need to procure medicines from elsewhere, incurring a high expense.
• The alternative to the government health-care system are the local quacks, who are present in almost
every village. These quacks are not qualified but claim to be doctors and try to treat the patients.
Because of their lack of qualification, their treatments often result in no cure, worsening of ailments,
and even death sometimes. However, villagers tend to rely on these quacks due to the lack of other
options and awareness. For the villagers, quacks are easily accessible and comparatively cheaper than
other private health-care systems.
The Case Solution Starts From page 5
, EXHIBIT -1: COMPARATIVE HEALTH CARE OPTIONS IN RURAL INDIA
Nearest private Government
Quack Local chemist MedoPlus
hospital facility
Could be far
Distance and time Nearby Nearby Far Coordinated
away
Best possible
Ailment match Very uncertain Very uncertain Unsure Challenging
match
Free (but
Discounted
Cost Low–medium Low Not known medicines are
charges
charged)
Uncertainties of
getting a solution
Very high High Does exist Yes Minimized
to the healthcare
challenges
e
pl
m
Sa
n
tio
lu
So
The Case Solution Starts From page 5
CASE STUDY SOLUTION
e
pl
SYNOPSIS
m
Sa
The case describes MedoPlus Private Services Limited (MedoPlus), an 18-month-old startup operating in
rural areas of Uttar Pradesh, one of India's biggest states. Through an app, the startup acts as a facilitator
between the huge unserved rural population and health-care providers in the semi-urban and urban areas.
n
Because the rural population faces challenges in literacy and operating a smartphone, the company appoints
people from villages as MedoMITRs (MITR) who help onboard the patients in their villages and guide
tio
them through the app. The patients’ records are also maintained in the system, ensuring that their history is
maintained in the event of a follow-up.
lu
It is April 2023, and the model has been running successfully in five districts covering nearly 500 villages,
with over 200 MITRs, 200,000 registrations, and 50,000 transactions. Now, the co-founders are planning to
So
expand beyond the five pilot districts to 25 new districts. They are convinced that they have tested the model
sufficiently and the proof of concept is ready. They need to get Series A funding to expand the operations. The
co-founders plan on developing a pitch deck to convince funders who are far away from the context about the
opportunity. They also need to identify the possible bottlenecks in the model’s expansion plan and think
through the possible solutions to execute the expansion successfully when the funds come in.
OBJECTIVES
• 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.
• 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.
The Case Solution Starts From page 5
,• Understand various business models that could be used in the context of the bottom of the pyramid
(BOP) and where a model like MedoPlus fits. Use the value proposition concept to understand the value
the model delivers to the customer.
• Apply the 4 As marketing framework to evaluate the MedoPlus initiative and also reflect on how the 4
As would be impacted by technology.
• Generate cash flow projections from the data provided to build a case for getting the next round of
investments for a venture.
e
pl
m
Sa
n
tio
lu
So
ASSIGNMENT QUESTIONS
1. Based on the case, assess rural India's health-care challenges and why they have not yet been resolved.
2. What are the traditional options a villager has for health-care services, and how does MedoPlus compare
to them?
3. Using the value proposition lens, identify the points where the MedoPlus model delivers value and also
where it can be enhanced.
4. Using the 4 A's model, map the various aspects of the MedoPlus model. Also, reflect on the impact of
technology on the model.
5. How would you assess the MedoPlus business model? Identify its key strengths and weaknesses. What
could be roadblocks to scaling the model to the next level? Explain how the model makes money.
6. As per the projected plan, when will MedoPlus achieve a positive cash flow?
7. In-class exercise: Prepare a pitch deck to present to prospective funders along with the financial projections.
The Case Solution Starts From page 5
, e
pl
m
Sa
ANALYSIS
n
1. Based on the case, assess rural India's health-care challenges and why they have not yet been
tio
resolved.
The present health-care facilities available in rural India are limited in terms of coverage. Primarily, there
lu
are two types of health-care services which the rural population accesses for their health-care needs:
So
• The three-tier government health-care system consists of a sub-centre, primary health care, and
community health centre (CHC). The number of these government health-care centres is grossly
inadequate to serve the overall huge rural population. Moreover, although CHCs provide free
consultation, patients often need to procure medicines from elsewhere, incurring a high expense.
• The alternative to the government health-care system are the local quacks, who are present in almost
every village. These quacks are not qualified but claim to be doctors and try to treat the patients.
Because of their lack of qualification, their treatments often result in no cure, worsening of ailments,
and even death sometimes. However, villagers tend to rely on these quacks due to the lack of other
options and awareness. For the villagers, quacks are easily accessible and comparatively cheaper than
other private health-care systems.
The Case Solution Starts From page 5
, EXHIBIT -1: COMPARATIVE HEALTH CARE OPTIONS IN RURAL INDIA
Nearest private Government
Quack Local chemist MedoPlus
hospital facility
Could be far
Distance and time Nearby Nearby Far Coordinated
away
Best possible
Ailment match Very uncertain Very uncertain Unsure Challenging
match
Free (but
Discounted
Cost Low–medium Low Not known medicines are
charges
charged)
Uncertainties of
getting a solution
Very high High Does exist Yes Minimized
to the healthcare
challenges
e
pl
m
Sa
n
tio
lu
So
The Case Solution Starts From page 5
