Enabling healthcare services for the rural and semi‐urban segments in India: when shared value meets the bottom of the pyramid

Mark Esposito · Sandeep Goyal

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Innovation and Socioeconomic Development Business Strategies and Innovation ICT in Developing Communities

Abstract

Purpose The access to high quality, a reliable and affordable basic healthcare service is one of the key challenges facing the rural and semi‐urban population lying at base of the pyramid (BoP) in India. Realizing this as a social challenge and an economic opportunity (shared value), there has been an emergence of healthcare service providers who have bundled entrepreneurial attitude and passion with available scarce resources to design and implement cost‐effective, reliable and scalable market solutions for the BoP. The purpose of this research paper is to understand the underlying operating principles of these self‐sustainable business models aimed at providing healthcare services to the BoP segment in India. Design/methodology/approach The empirical context involves the use of case study research methodology, where the source of data is published case studies and the company websites of four healthcare organizations who have made a socio‐economic difference in the lives of the rural and semi‐urban population lying at the BoP in India. Findings The analysis and findings reflect the key operating principles for sustainable healthcare business ventures at the BoP. These include focus on 4A's (accessible, affordable, acceptable and awareness), local engagement, local skills building, learning by experiment, flexible organizational structure, dynamic leadership, technology integration and scalability. Research limitations/implications This research study has focused mainly on the published case studies as source of data. Originality/value The intent is to understand and bring forth the learning and guiding principles, which act as a catalyst for the future researchers and business ventures engaged in BoP context.

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References

2003The Theory of Economic Development 2004Case Study Research 2010The fortune at the bottom of the pyramid 2006Fortune at the bottom of the pyramid, the: eradicating poverty through profits 2002Serving the world's poor, profitably.2010Building Social Business Models: Lessons from the Grameen Experience 2004Reinventing strategies for emerging markets: beyond the transnational model 2007The Mirage of Marketing to the Bottom of the Pyramid: How the Private Sector Can Help Alleviate Poverty

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