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India Healthcare Overview - Consumer Perspective


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India Healthcare Overview - Consumer Perspective

  1. 1. Healthcare in India – Consumer Perspective Opportunities! Startup Saturday - Delhi Manish Rathi
  2. 2. <ul><li>‘ All the views expressed on this presentation are mine. It may or may not reflect the views of my employers – current or the past.’ </li></ul>
  3. 3. My background <ul><li>Surrounded by Family and Friends of two generations of Doctors </li></ul><ul><li>Experiences of dealing with Healthcare Services for Chronic Diseases in US and India </li></ul><ul><li>Masters Degree in Industrial Management (HCI) and Computer Science. </li></ul>Personal Professional <ul><li>Technology industry specialist </li></ul><ul><li>Have consulted and helped more than 12 startups in building consumer products and services (including 2 in Healthcare) </li></ul><ul><li>Use of technology/non-technology/social platforms to facilitate a key need in society. </li></ul>
  4. 4. Agenda <ul><li>10000 feet view of Healthcare in India </li></ul><ul><li>Changing Patients Behavior </li></ul><ul><ul><li>Drivers </li></ul></ul><ul><li>Overview of Healthcare Delivery Process and Players </li></ul><ul><li>Opportunities Overview </li></ul><ul><li>Conclusions </li></ul>
  5. 5. <ul><li>Consumer Healthcare – </li></ul><ul><li>The Big Picture! </li></ul>
  6. 6. Healthcare in India seems to be at a Crossroad! The Good News…
  7. 7. … and the bad news!
  8. 8. Varied Healthcare Consumer Behavior Paternalistic Model Overloaded but Confused Case Studies, Aggregated Data Internet Networks on Internet <ul><li>Content & Complaint </li></ul><ul><li>Satisfied </li></ul><ul><li>Least likely to seek information </li></ul><ul><li>Least likely to compare alternatives </li></ul><ul><li>Traditional but want to be engaged </li></ul><ul><li>Less Satisfied & Compliant </li></ul><ul><li>Will insist on comparing alternatives </li></ul><ul><li>Ready to switch between alternatives </li></ul>
  9. 9. Internet Users - India <ul><li>2009 – No. of Internet Users == 5 Crores (~49 Million) </li></ul><ul><ul><li>~ 4 Crore in Urban </li></ul></ul><ul><ul><li>~ 1 Crore in Rural </li></ul></ul><ul><li>Still a small proportion – however the existing % is becoming livelier. </li></ul><ul><ul><li>28% growth over last year in “Daily Internet Users” </li></ul></ul>
  10. 10. India can now start generalizing Internet behavior from other countries India – 3% of population USA – 70% of population
  11. 11. Consumer’s trust in Doctors and Internet for information seems to be equaling… 68% 2009
  12. 12. … and also there is an increasing trust in other patient’s experiences!
  13. 13. What is also driving Consumers to Internet – Our perspective! <ul><li>Access to doctor is limited to minutes; Internet is 24 x 7. Internet also seems more friendly! </li></ul><ul><li>Not able to understand doctor’s jargon; Internet provides an simplified and illustrative view. </li></ul><ul><li>Increasing play of medical over- specialists hence the fear of uni-dimensional view; patients desire someone to look at them as a “whole”. </li></ul><ul><li>Increasing practice of defensive medicine/one treatment-fits-all method; curious patients will desire alternatives. </li></ul><ul><li>Trust/options in medical advice. </li></ul>
  14. 14. Simplified Healthcare Service Delivery Process Discovery Treatment Type-A Examples: Cold, Headache, etc. Discovery Treatment Type-B Examples: H1N1, Malaria, Pregnancy, etc. Diagnosis Discovery Treatment Type-C Examples: Rare Diseases, Organ Failures, etc. Diagnosis & Decision
  15. 15. Type-C: Players in the Delivery <ul><li>Hospitals; Nursing Homes </li></ul><ul><li>Specialty Care (n*); Labs </li></ul><ul><li>Paternalistic or Collaborative </li></ul><ul><li>Primary Care; Dr. Google; Insurance </li></ul><ul><li>; YouTube </li></ul><ul><li>1-800-Doctors; </li></ul>Information Centric; Managed; 1:1 Interaction <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>Autonomous; Group based Interaction in Networked Environment Prospective (outcome has not occurred as yet) vs. Retrospective (outcome has occurred) Treatment Diagnosis & Decision Discovery
  16. 16. Opportunity Drivers (1/4) <ul><li>Fact - Increasing number of healthcare consumers in India are going on internet to know about the health issues </li></ul><ul><ul><li>You cannot hide a cheese from the mouse! </li></ul></ul><ul><ul><li>Doctors should start considering this as an operating assumption. </li></ul></ul><ul><ul><li>Other consumer industries are also seeing the same trend (e. g. Electronics, Travel, Books, etc.) </li></ul></ul><ul><li>Fact - Healthcare consumers are facing with an information overload – more knowledgeable now but increasingly confused and wary. </li></ul><ul><ul><li>Need for an understanding doctor is more acute now. </li></ul></ul><ul><ul><ul><li>Doctors need to acknowledge patient’s research/findings; yet maneuver them through the maze. </li></ul></ul></ul><ul><ul><li>Consumers will start questioning doctors more; would rely on them to help them traverse the information. </li></ul></ul>
  17. 17. Opportunity Drivers (2/4) <ul><li>Fact – We learn from our experiences; so we can also learn from other’s experiences too. </li></ul><ul><ul><li>Structured “Wisdom of Crowd” technique already being adapted by other industries; can be adapted by Healthcare too. </li></ul></ul><ul><ul><li>Religious places and/or fakirs have successfully used ‘crowd phenomenon’ to attract healthcare consumers; we believe modern medical science can benefit from this phenomenon too! </li></ul></ul><ul><li>Fact – Modern Healthcare consumers will share their health information on the internet with others. </li></ul><ul><ul><li>Lot to learn from how Indian consumers have openly shared their personal information on Matrimonial Sites to seek their other significant-half. </li></ul></ul><ul><ul><li>There is a reasonably good chance that they will do the same for their own-self for healthcare purposes. </li></ul></ul>
  18. 18. Opportunity Drivers (3/4) <ul><li>Fact - As a society, India is not becoming a healthy society </li></ul><ul><ul><li>New cases of ailments increasing by nearly 7-9% every year. (~ 150 Crore by 2015) </li></ul></ul><ul><ul><li>Increase is getting driven by </li></ul></ul><ul><ul><ul><li>Rising population </li></ul></ul></ul><ul><ul><ul><li>Increase in reported ailments due to better affordability </li></ul></ul></ul><ul><ul><ul><li>Rapid change in Life Style </li></ul></ul></ul><ul><ul><ul><li>Easier access to healthcare facilities </li></ul></ul></ul><ul><ul><ul><li>Change in disease mix towards non-communicable diseases </li></ul></ul></ul><ul><ul><li>One in seven Indians today suffer (or will suffer) from some kind of Chronic Disease/Rare Disease. </li></ul></ul>
  19. 19. Opportunity Drivers (4/4) <ul><li>Fact – Unlike most developed countries; India has a poor track record of categorizing and tracking health problems which its citizens faces. </li></ul><ul><ul><li>Our citizens still refer to health literature/information which is typically written for different environment, circumstances, and personas (e.g. United States, etc.) </li></ul></ul><ul><ul><li>We do not have a visible concept of rare diseases categorization and tracking. </li></ul></ul><ul><ul><li>Medical Service Providers in India have a poor track record of publishing their findings. Neither have our Government/Consumers incentivized them to do that. </li></ul></ul><ul><ul><li>Unrealistic to expect Government to operationalize this. </li></ul></ul><ul><ul><li>Should Consumers do it now using collaborative/Web 2.0 techniques (with support from providers)? </li></ul></ul><ul><li>Fact – Indian Healthcare Industry at present offers a big opportunity for non-traditional/disruptive business models to facilitate the challenges. </li></ul>
  20. 20. Thank you <ul><li>Manish Rathi </li></ul>