Rural healthcare marketing

Abstract

Healthcare sector growing at stellar rate both in the India as well as all over the globe. Number of innovations in the recent decade has broken the constraints which existed earlier. The health care industry as a whole is increasing its efficiency through standardizing its procedures. The distance between the healthcare service provider and patients are reducing as technology is shrinking the space. The importance of training para-professionals has gained significant traction due to shortage of doctors. Even the Indian health care industry is being seen as an attractive destination for global healthcare providers. Population, increasing affordability, relatively cheaper costs and health insurance penetration are some of the key drivers of Indian health care industry. In spite of industry growth, the health care infrastructure in India is still underserved. One of the main reasons for private players to shy away from rural areas is low or negative ROI. A sustainable model can be created through a partnership between government, healthcare providers and NGOs or Corporate Social Responsibility Foundations. With the increasing use of affordable insurance and mobile healthcare services, the last mile healthcare delivery would be effective and efficient. This dissertation is an attempt to study the rural infrastructure and build a sustainable mobile healthcare model which would act as a supporting function to already existing public and private health care institutions in rural areas.