Four global business models changing access to healthcare in emerging markets by creating self sufficiency
The ColaLife Approach to Anti-Diarrhea, South Africa
Twenty years ago Simon Berry had a dream. If
In one year, almost 45 percent of the children who needed the kits got access to them. In 2013, the kit was featured in the United Nations General Assembly as one of the top ten breakthrough innovations in mother and child health that, if scaled-up, could save lives.
What is unique about this story is really how Berry converted this product from a need-based lifesaving drug that could be given for free to those who need it, to building a self-sufficient economic environment and approach to treat diarrhea. Berry decided his goal for this product was to create the same demand and value that consumers wanted from Coca-Cola. Hence, he took a different approach to social marketing and engaged production with a local pharmaceutical company. He also utilized the local private retail channels and started distributing the product through retailers. This strategy shifted the responsibility and onus onto the existing frameworks and distribution structure and empowered them to become more self-sufficient.
The goal for ColaLife is obviously to have global impact and extend to other states in Africa and the emerging world. Currently, ColaLife has a number of great partnerships including the Clinton Health initiative. They’re testing the same out in India, Uganda and other states.
Utilizing Safe Drinking Water Delivery to conduct Health Consultations, India
India currently struggles with primary healthcare due to a shortage of doctors and other trained staff especially in rural and Tier III and IV cities. The Max Healthcare group is one of the top five healthcare service providers in India with its chain of advanced care hospitals. The group started an e-consultation platform with the help of its physician network to reach out to the rural patients via E Health Point (eHP). eHP is a health kiosk set up by HealthPoint Services which combines the need for safe and portable water for villagers with physician consultation. HealthPoint Services India has set up a strong network of safe drinking water delivery points in Tier IV towns and several villages in South Punjab, India. These water collection hubs have video-conferencing facilities via which families coming to collect water can get doctor consultations and checkups.
The success path has generated more than 30,000 telemedicine consultations, 17,000 diagnostic investigations and 37,000 prescriptions from 400 villages in Punjab. Now, the company plans to replicate the model in other parts of India including the “Wellness-in-a-Box” concept in airports, urgent care centers, senior living facilities, hotels, casinos and fitness centers.
Compared to a similar model run by HealthSpot, USA, the service fee for similar service is estimated between $18 to $24 per consultation; however, the India model has started with a fee as low as 30 rupees ($0.50) per consultation. Other e-consultation platforms like Dokita, Dokter Gratis, MeetDoctor, and TipsDokter (Indonesia) have not been able to match the pricing and value proposition it brings to its user. Many of these models are limited to utilizing a single line of delivery. The HealthPoint model is truly visionary in the sense that it has been successful in marrying a potable water facility and health consultation, in addition to creating value to remote villagers and bringing access to healthcare easily and unobtrusively.
How Social Franchising Impacts Reproductive Health: The Sisterhood Model, Vietnam
Combining the services of a non-governmental organization (NGO) and primary care facility is nothing new, but the Sisterhood Program or “Tinh Chi Em” of Vietnam makes it special by introducing a voucher-based, innovative partial-franchise model which applies private sector franchise methods to improve the quality of public sector service delivery. The program works in reproductive health and family planning. Its voucher program offers three discounted healthcare packages covering gynecological exams and cervical/breast cancer screening, comprehensive abortion care, and long-term family planning methods. As clients have an option to choose where (and if) to use the voucher, the program gives a financial incentive for participating providers to improve their service quality. The program is unique because it complements government insurance by covering expenses that are not publicly financed. Following successful pilot models in Khánh Hòa and Da Nang provinces, the project was designed to strengthen local capacity to respond to the community's sexual reproductive health needs, including demand for family planning. To date, the program has helped carry out 4,325 safe abortions in three provinces.
The model proves the successful amalgamation of local healthcare facilities and an international NGO can be a feasible option to meet the needs of the population. In a way, it also reflects the Integrated Business Model which is becoming common in healthcare delivery today. The services are either free or at a nominal cost (i.e. $0.20 for an examination and $4 to $5 for normal birth delivery). The program has significantly improved clinic infrastructure, service quality and client satisfaction.
Pharmacy-in-the-Box, Bangladesh
Pharmacy-in-The-Box is a brilliant example of mobile pharmacy. The model is based on a mobile platform of generic medicines where complete portfolios of more than 200 generic medicines are available with the unit. The prices of products are set, and an entrepreneur is allowed to make profit only through increasing the volume of their sales, not by increasing the price of products. Mobile healthcare units are already popular, but doorstep delivery of medicine in remote, far off places is worth considering for countries like Malaysia, Indonesia and African countries where accessibility is a real issue.
These models are important as they embrace localization of service and adaptability of features to the needs of the consumer. Additionally, these models are all revenue generating rather than totally altruistic, which can lead to the creation of self-sufficient healthcare economies in the future.
Dr. Siddharth Dutta, Industry Manager, Life Sciences, Frost & Sullivan contributed to this article.
