Leading Healthcare with Innovative Technology & Branding Tactics

Brand Building
Brand Promise + Brand
Experience = Relationship
Emerging Tech-trends
Trending Technologies:
Unveiling New Prospects for the
Indian Healthcare Sector
www.insightscare.com
BEST OF
Healthcare
BRANDS 2019
Camomile
Healthcare Ventures
Transforming Healthcare
Organizations through
Digital Technologies
Sun Narula Group India
Leading the Healthcare
Vertical with Innovation
LIFE WINS CARE WINS
Poised to Serve
and Enrich Quality of
Life, Wockhardt
Hospitals is the Next Big
Blessing in the Indian
Healthcare Industry
Healthcare
Consultancy Services
A Management Advisory
Enhancing Businesses
with Unique Approach
VOL 2
ISSUE-1
IOTimize
Healthcare Solutions
Innovating Better Life
Expert’s Board
Mr. Udai Kumar
Chairman & CEO
OHUM Healthcare
Solutions
Dr. V. Mohan
Chairman &
Chief Diabetology
Dr. Mohan's Diabetes
Specialities Centre
Mr. Bhavdeep Singh
CEO
Fortis Healthcare

Branding: A Key
Element to the
Healthcare Industry
Sayali Rane, Editor

endors pay stringent attention to their branding of products to attract and preserve a steady customer base. A
Vbrand is a perceptible uniqueness that has varied characters and disposition. Usually, people buy into the brand
and the security that it offers.
Similarly, the healthcare industry also relies on branding and this factor greatly affects the steady flow of customers to
keep healthcare companies afloat. When it comes to healthcare, strong branding efforts are needed. Whether it is
working with providers or bringing in new patients, healthcare businesses must be able to manage a brand that people
have faith in.
This is mainly imperative for physical health and wellbeing. People do not trust a healthcare company without it being a
trustworthy brand. A few facts and keys that the healthcare companies should consider are, the company needs to keep in
mind the brand value to get considered for future merges. It should build healthy relationships with doctors, patients,
payers and providers; which would help the company to build a strong/firm customer base. The product or service of the
company should be able to provide patients with a unique experience that cannot be replicated. This will generate higher
returns, growth and mitigate risk. Attract and retain top talent – nurses, doctors, physicians assistants, etc. this will instill
trust and reassurance and increase brand awareness.
Healthcare is personal, and thinking of your brand as a promise will help in the growth of the company. Recognize the
company’s strengths and weaknesses, acuities do not always match reality, nonetheless they do affect how many people
trust the brand for care. Set yourself apart from others and connect online and offline channels keeping the company
abreast with latest technology while keeping it connected with the customers.
‘Branding is as essential for the healthcare industry as it is for retailers and manufacturers. To attract and retain
patients, set your company apart from others, build trust and loyalty and maximize the relevance of your brand!’
Editors Column

Tackling Diabetes
Latest Technologies
in Diabetes
14
The Healthcare Sector
Today in India: Why
is its Role Critical?
42
Emerging Tech-trends
Trending Technologies:
Unveiling New Prospects for
the Indian Healthcare Sector
20
Articles
CXO
Healthcare
Management
Healthcare Systems are
Complex and Need
Strong Management
28
Brand Building
Brand Promise +
Brand Experience
= Relationship
36

Contents
26
Camomile Healthcare Ventures
Transforming Healthcare Organizations
through Digital Technologies
40IOTimize Healthcare Solutions
08
Life Wins Care Wins
Poised to Serve & Enrich Quality of Life,
Wockhardt Hospitals’ Leading Healthcare
With Innovation & Excellence
34
Healthcare Consultancy Services
A Management Advisory Enhancing
Businesses with Unique Approach
46
Sun Narula Group India

Leading Healthcare with
Innovative Technology
& Branding Tactics
All of us have heard the saying, ‘A healthy nation is a wealthy nation’. Healthcare is one such industry that
will thrive to exist till the humans do. It, hence, is a very significant part of the economy of a country. Quality
care has ensured that humans all around the world lead a better life. Right from general check-up to
diagnosis to post-treatment care, at every step the attention to detail and quality of service provided to the patients
have to be up to the mark. Although the healthcare industry has advanced incredibly, it faces several new challenges
every day.
Tackling these challenges and contributing significantly to the process of improving healthcare, we have shortlisted
some of the prominent companies that are dedicatedly working to better the quality of life for people. In our issue,
“Best of 10 Healthcare Brands 2019,” we highlight their stories and how they are catering this vast industry.
In this issue we have included intriguing cooperate profiles of various leading brands in the healthcare sector namely;
Camomile Healthcare Ventures is one of the fastest growing and the largest healthcare strategy and implementation
advisory organizations in Asia; Healthcare Consultancy Services (HCS) is a Healthcare Advisory & Consulting
firm in the field of Healthcare & Hospital Management, based out of Mumbai; IOTimize Healthcare is focused on
developing several technological solutions to uplift the current living situation of the population; Sun Narula Group
India is one of the largest independent healthcare solution providers, with world class technology products and
services; Wockhardt Healthcare is a chain of tertiary care super-specialty hospitals with its main focus and aim
being on clinical quality and patient-centric care. Apart from these we have also included numerous other companies
like, Seemeds Healthcare Solutions Pvt. Ltd., Ambuja Neotia Healthcare, Hosmac India Pvt. Ltd., Palash
Healthcare and Cipla Ltd.
Apart from these we also bring some interesting articles drafted by industry experts on various fields of the healthcare
vertical. Mr. Bhavdeep Singh, the CEO of Fortis Healthcare has written a piece on ‘The Healthcare Sector Today
in India: Why is its Role Critical?’Whereas Padma Shri Dr. V. Mohan the Chairman and Chief of Diabetology at
Dr. Mohan’s Diabetes Specialities Centre, Chennai; has shared his views on the ‘Latest Technologies in Diabetes.’
Another very interesting article written by Mr. Udai Kumar, the Chairman & CEO of OHUM Healthcare
Solutions, on ‘Healthcare Systems are Complex and Need Strong Management.’
Our in house editorial team has also included a few insights through our articles on ‘Trending technologies in the
healthcare vertical’ and ‘Branding Strategies and Building.’
So flip through the pages and embark on a journey full of knowledge and interesting business approaches!
BRANDS 2019
ealthcareH
BEST OF10

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February, 2019
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The healthcare businesses
including all stakeholders are
evolving rapidly and the future
looks radically different from present.
People now have easy access to
healthcare information, which keeps
them updated. Digitalization and
integrated patient-centric approach is
giving rise to databases, thus changing
the nature of how healthcare operates.
Also, technologies like Artificial
Intelligence, Additive manufacturing,
and Machine Learning are acting as
game changers in the healthcare
industry, and will bring about major
changes in incoming times.
‘Healthcare is all about providing best
services with patient outcomes.’A
Hospital chain that has proved just that
is Wockhardt Hospitals (WHL). Its
main focus and aim being on quality
and patient care, Wockhardt Hospitals
are bridging the path through best
medical practices, best nurses and
doctors, best teams at par, best of the
technology, and updated with the best
medical practices. To gain further
insights into this journey full of
innovation and patient care we bring
you an exclusive interview with
Zahabiya Khorakiwala who is the
Managing Director and driving force
behind this new-age chain of multi
super-speciality Wockhardt Hospitals.
She is deeply involved on all strategic
and operational activities of the
company. Under her leadership WHL
has achieved profound success and is
soaring new heights with each step. In
2018, under her leadership WHL
launched a super-speciality hospital in
Wardha district of Maharashtra.
Zahabiya strongly believes that
healthcare industry is on the cusp of
paradigm shift and today the three
stakeholders of this industry -
government, private players and the
society have an exciting opportunity to
collaborate and redefine India’s health
system in order to power the nation’s
growth and development, ensuring
effective utilization of the resources-
Capital, drugs, technology and human
resources.
Q Kindly brief us about Wockhardt
Hospitals.
Wockhardt Hospitals is a chain of
tertiary care super-specialty hospitals
08 February 2019 |
with facilities in, Nagpur, Nasik, Vashi
(Navi Mumbai), Rajkot, Surat, Wardha,
South Mumbai (SOBO) & North
Mumbai (NOBO). The guiding
philosophy of Life Wins! Stands for
serving and enriching the quality of life
of patients. Our establishment of 350
bed Super Speciality Greenfield
Hospital in South Mumbai – The New
Age Wockhardt Hospitals, Mumbai
Central, which got accredited by JCI
(Joint Commission International)
within 3.5 years of its establishment.
Our facility has a Pediatric Cardiac
Sciences Centre, with a renowned
super-specialist team, and state-of-the-
art technology, of global standard. All
our hospitals have state-of-the-art
infrastructure and globally
benchmarked processes to enable
quality healthcare and patient safety.
The overall 1500 bedded hospitals
have over 1000 Standard Operating
Procedures or Protocols for both
clinical and non-clinical processes in
place.
We has developed patented novel
Autologous Growth Factors therapies
which provides drastically improved
clinical outcome over the existing
available treatments for different kinds
of wound healing, musculo-skeletal
pain management, hair regrowth, scar
less surgery, and aesthetics.
Q Kindly provide us in brief about
your organization and how has the
company progressed over the years?
Embracing innovations and constant up
Zahabiya Khorakiwala
Managing Director
LIFE WINS
CARE WINS
POISED TO SERVE & ENRICH
QUALITY OF LIFE, WOCKHARDT
HOSPITALS LEADING HEALTHCARE
WITH INNOVATION & EXCELLENCE

gradations in health services have been our forte that has
been constant over the years. We at WHL have identified
three keys areas that have been the mainstays over the years
and have contributed to our success.
Focus on Quality and Patient Care – We at WHL practice
highest quality standard to deliver superior clinical care. We
have ensure that all our hospitals are NABH accredited and
also the group’s flagship Hopsital
the ‘New Age Wockhardt Hospitals’
at Mumbai central has received the
coveted JCI accreditation within
first three and half years of its
operation.
Group of Hospitals – Being a group
of seven super-speciality tertiary &
quaternary care hospitals has its
own merits such as:
• Exchange of best practices,
• Patients transfer/mobility,
• Doctors/Consultant expertise
sharing
Strong presence in Mumbai − We
have 3 hospitals in Mumbai of
about 750 beds all together. We are
able to bring in new modalities of treatment and easily
incorporate it in our Mumbai hospitals because it is a metro
city with an appetite for innovation.
WHL has also been associated with Boston based Partners
Medical International (PMI) for 17 years. This exclusive
association has given us access to a network of Harvard-
affiliated hospitals around the world and their immense
expertise and knowledge, ensuring that we adopt and
deliver global best practices at our super-speciality tertiary
care hospitals.
Q Mention any awards and appreciations that your
organization has received.
WHL is committed to serve top-notch premium medical
services and therefore the management continuously works
upon bringing in innovative
products and unique services that
are helpful for the patients. We have
been on the peak of success in
delivering healthcare service and
this has been recognized by various
organizations, which have presented
us with countless awards and
appreciations. 2016 was a golden
year in the history of our
organization with all WHL hospitals
receiving appreciations namely;
Innovation in Quality of Service
Delivery: Wockhardt hospitals, Best
Marketing Campaign in
Healthcare: Wockhardt Hospital,
Surat; Best Multispecialty Hospital,
Saurashtra & Kutch region &
Wockhardt Hospital, Rajkot; Best Dialysis service care
provider: Wockhardt Hospital, North Mumbai; Wockhardt
Hospitals shines at the World HRD Congress with 21
awards for excellence in Human Resource; Wockhardt
Hospitals South Mumbai won the AHPI Award 2016 in the
category of “Best place to work,” and Wockhardt Hospitals
Nashik has won the AHPI Award 2016 in the category of
“Nursing Excellence.”
Embracing
innovations
and constant up
gradations in health
services have
been our forte
that has been
constant
over the years
“
“
09| 2019 February

WHL has been a star since its inception, our world class
infrastructure and selfless patient care has earned us the
NASSCON, Healthcare Transformation Award for AI &
Cognitive and Facilitation Impact Awards – GOLD,
International Association of Facilitators, in 2017.
2018 was a marvelous year for us; we received three
prestigious accolades; AHPI Global Conclave, Nursing
Excellence Award, Pride of India Awards, Award for The
Best Customer Service Program in Healthcare, and Et Now-
Making of Developed India (Modi) Awards, Best HR
Practices.
Q Innovation is what takes you forward. What are the
steps that WHL has taken for this, to remain at the top
of your game?
WHL has a dedicated Research & Development facility that
tirelessly strives to come up with novel and innovative
technology that can ease patient care and treatment. Our
facility is also equipped with latest and state-of-the-art
technology and equipment. This has helped us to develop
patented novel Autologous Growth Factor Concentrate
(GFC) therapies, which provides improved outcome over
existing available treatments for various conditions.
Growth factors are a family of diverse substances found
naturally in the body. These essentially promote and
stimulate biological processes and growth. They are
immensely capable of stimulating cellular growth,
vascularization, proliferation, tissue regeneration, and
collagen synthesis. Some of the conditions for which GFC
technology has proven benefits are:
Growth Factor Concentrate Treatment: Emergent
choice for treating Osteoarthritis (OA)
Scientists have devised a novel technique that has the
potential to repair cartilage damaged by OA, alleviate pain
and prevent the need of surgery. This technique is called the
Growth Factor Concentrate (GFC) Treatment. The Growth
Factor Concentrate (GFC) treatment involves drawing the
patient’s blood and using a centrifuge to concentrate the
platelets, which are rich in the growth factors. A special
technique is then used to extract, concentrate and activate
these growth factors that the body uses in various healing
processes. The concentrated and activated Growth Factors
are then re-injected into the joints affected by Osteoarthritis,
where the growth factors can be used by the body to heal.
All currently available treatments of Osteoarthritis leads to
symptomatic improvement and pain relief only, the GFC
treatment leads to not only Side-effects free pain-relief but
also has the potential to heal and regenerate OA damaged
cartilage.
Growth Factor Concentrate (GFC) Treatment for
Difficult to Heal Bedsores
For large difficult to heal bed sores so far surgery was the
only option, recently cell biologists have developed an
innovative topical (unlike surgery) treatment that includes
application of Growth Factors extracted out of patients own
blood that initiates accelerated wound healing leading to a
complete wound surface recovery. Apart from a highly
trained nursing team that can greatly reduce the incidence
of pressure ulcers in chronic bedridden patients, the GFC
treatment is a phenomenal option for patients who are
already suffering from bedsore. My team has treated several
bed sores patients with GFCs preventing major
complications and providing complete relief to patients.
Growth Factor Concentrates (GFC) Treatment for
Sports Ailments
There is great news for recreational and professional
athletes and sportspersons with painful musculoskeletal
Fig. Typically, pa ents will
require one or two injec ons
before no cing improvement.
The total recovery me is
similar to surgery, three to six
months, depending on the
severity of the condi on, but
the key difference is that
pa ents who opt for Growth
Factor Concentrates over
surgery may be able to skip the
need of surgery.
10 February 2019 |

conditions or any chronic injury that seriously hampers
their training. Scientists have developed a novel treatment
that uses a patient’s own ‘supercharged’ blood to heal soft-
tissue injuries. The technique involves drawing the patient's
blood and using a centrifuge to concentrate the platelets,
which are rich in the growth factors. A special technique is
then used to extract, concentrate and activate these growth
factors that the body uses in various healing processes. The
concentrated and activated Growth Factors are then
re-injected into an area of chronic tissue injury, where the
growth factors can be used by the body to heal the injured
tissue.
Diabetic Foot Ulcer: Foot Ulcers can now be Totally
Healed with Non-Amputation Techniques
People with diabetes are at a higher risk of developing the
most dreaded complication; of diabetic foot ulcers. During
an open or closed injury to the skin, the tissue that gets
damaged is healed by a makeup phenomenon termed
wound healing. It being a natural phenomenon, wound
healing is typically taken care of by the body's innate
immune mechanism of action that works consistently
almost every time. Nevertheless, a slight help in promoting
healing would not hurt. According to a recent therapeutic
development application of growth factors topically,
enhances the normal healing process. Wound repair is
initiated by growth factors released from platelets. At the
moment, cell biologists around the globe including our
country have come up with an possibility for non-healing
ulcer treatment termed- ‘New Age Concentrated Growth
Factor.’
Autologous material– taken from the patient himself,
potential to heal all non healing ulcers, and prevents-
amputation; are some of the advantages of our new-age
‘Concentrated Growth Factor’ technology.
Nearly Scarless Surgeries-that are Aesthetically Better
The GFC (Growth Factor Concentrate) technology is a
remarkable new innovation that will be able to minimize
and significantly reduce surgical scarring giving superior
cosmetic results to patients. Growth Factors are naturally
occurring substances found in platelets which are capable of
stimulating cellular growth proliferation, healing, and
cellular differentiation. Scientists have found an efficient
and rapid methodology of extracting a very high
concentration of these growth factors from patient’s own
blood called ‘Growth Factor Concentrate (GFC)’ which
can then be re-applied to the incision post-surgery. The
GFC aids in healing by attracting undifferentiated cells in
the newly formed matrix, triggering cell division and hence
accelerated healing in surgical incisions. The use of GFC
represents a greater similarity to the natural healing process
thereby leading to a nearly scar less surgical incisions.
Hair Regrowth through Follirich
Utilizing Growth Factor Concentrate (GFC) Technology,
Wockhardt Hospitrals have developed a kit called
‘Follirich’ Kit which gives ready to inject high potency
Growth Factor in the scalp of the patients which helps in
increasing the hair thickness by 50% and prevent hair fall in
individuals.
Face Rejuvenation
Growth Factor concentrates interacts with cells in the
subcutaneous tissues, such as fibroblasts, endothelial cells
and stem cells and after binding to their cellular receptors,
they activate intracellular signaling events mediating cell
proliferation, migration, survival and production of
extracellular matrix proteins in the skin. This results in
tissue rejuvenation. Its application for superficial or deep
dermal stimulation leads to skin rejuvenation and facial
volumisation.
The Advantages of GFC Technology
• SAFE/ Autologous material-taken from the patient himself
• Potential to rapidly heal all kinds of surgical incision
Due to this ability of our GFC technology our cardiac
surgery patients will also be able to have an aesthetically
better, nearly scar less surgery. This will have a very
positive cosmetic and psychological impact on many of
WHL’s patients.
BRANDS 2019
ealthcareH
BEST OF10
11| 2019 February

There have been tremendous advances in technology
used for the management of diabetes over the past
few years. Technologies most commonly reported
are in the arena of needles and injections used in insulin
delivery and devices that can manage blood glucose and
prevent long-term complications.
Insulin Pens Have Become Better, More Accurate and
Less Painful
Conventionally, insulin used to be given in syringes and a
vial of insulin. In earlier days the needles were long and
painful and the vial has to be kept in a refrigerator. All this
changed when insulin pens were introduced. Insulin pens
are more useful as they eliminate the need for drawing up a
dose in a syringe. The ability to dial up the desired dose
leads to greater accuracy and reliability, especially for low
doses which are often needed in the elderly and in small
children. The sensory and auditory feedback linked with the
dial mechanism on many pens, also helps patients with
visual impairment. Pen devices are also more compact,
portable and easier to grip. Moreover as they are insulated,
it is not necessary to keep the pen in a refrigerator. This
makes life much easier especially for busy people who
travel a lot. However, Insulin pens are more costly than
insulin vials.
Advances in Insulin Delivery Devices
a) Insulin pumps
All patients with type 1 diabetes and many with type 2
diabetes require insulin therapy to control their blood
glucose levels. Notwithstanding the tremendous advances
made in insulin therapeutics over the past three decades,
glycemic control remains suboptimal in the majority of
patients on insulin. A major reason for this paradox is that
the currently used insulin regimens do not exactly mimic
the physiological secretion of insulin from the beta-cells of
the pancreas. The insulin pump represents an attempt to
provide insulin in a more physiological manner to patients
with diabetes, avoiding the peaks and troughs in insulin
levels seen with multiple subcutaneous injections.
The insulin pump consists of a subcutaneous cannula
inserted into the interstitial space (usually of the anterior
abdominal wall), a connecting tubing and a small pager
sized, battery operated pump which has the insulin reservoir
as well as a microchip that controls insulin delivery
according to pre-programmed rates.
b) Artificial Pancreas
These are modern insulin pumps with built in glucose
sensors. The ultimate Artificial Pancreas (under
development now) would be able to automatically deliver
the correct doses based on the blood sugars and switch off
the delivery if the sugars are low!
Use of Technology in Monitoring Glucose Levels
a) Blood glucose meters
Blood glucose meters have been used in clinical practice
since the 1970’s. However their widespread use started only
in the 1990s after technological improvements led to a
reduction in the cost of the meters and reagent strips. The
latest glucose meters provide results that are comparable in
accuracy to the venous plasma glucose estimations, at
comparable or even lower costs.
14 February 2019 |

Dr. V. Mohan
Chairman &
Chief Diabetologist
15| 2019 February
Tackling Diabetes

The advent of glucose meters and strips has made
self-monitoring of blood glucose an integral part of diabetes
care particularly in patients who are on insulin.
b) Continuous Glucose Monitoring (CGM)
Today we have devices which can continuously monitor the
glucose levels using sensors applied to the body. These are
particularly useful for those who have fluctuating glucose
levels.
c) Ambulatory Glucose Profile (AGP)
The Ambulatory Glucose Profile device consists of a small
sensor which is worn continuously by the patient for the
duration of the profiling (up to 14 days). The glucose values
recorded by the sensor are wirelessly transmitted to a reader
(usually kept with the healthcare provider) and downloaded
in the form of graphs using a proprietary software .The
graphs provide glucose curves for each of the 14 days, as
well as a “modal day” curve prepared by collapsing the
readings from 14 days into a single curve.
The AGP is an improvement upon the original continuous
glucose monitoring system in its longer duration of
recording and in that, there is no need of calibrating with a
capillary glucose meter. It is also far less expensive. The
FGM is a useful educational and motivational tool for
patients in addition to helping the clinician plan and titrate
anti diabetic drug regimens more accurately.
Use of Mobile Phones (mHealth/mDiabetes)
Today it’s a mobile world. Smart phones are everywhere,
giving more people instant access to information at their
fingertips. This trend has led to growing popularity and use
of mobile health technology. Mobile health technology is
making health care more accessible and more flexible,
places more power in the hands of patients, and is
contributing to greater efficiency at medical practices.
Various apps are now available to measure your diet,
exercise and track your body weight glucose levels, blood
pressure, cholesterol etc. You can also communicate the
results to your doctor or health care provider making
remote monitoring possible.
Use of Telemedicine
Telemedicine has now transformed into a complex
integrated service used in hospitals, private physician
offices, and other healthcare facilities. It has been used to
overcome distance barriers and to improve access to
medical services that would often not be consistently
available in distant rural communities.
Electronic Medical Record (EMR) can transform the way
healthcare is delivered. EMR is a patient centered record,
which contains medical, and treatment history of the patient
and this information can be made available online whenever
it is needed to authorized users.
Precision Diabetes: Now in India
At Dr. Mohan’s Diabetes Specialities Centre, over the last
several years we have developed algorithms by which a
precise diagnosis of diabetes can be made. Applying the
principles of ‘Precision Diabetes’, it will be possible in the
near future to very accurately classify a patient and
determine the type of diabetes he or she has, and then
decide the type of treatment that this patient is likely to
respond to. These are indeed exciting times in the field of
diabetology.
Conclusions
This review sums up some of the technologies in practice
for the management of diabetes. It ought to be remembered
that any device or technology, is only as good as the person
who uses it. The success of these technological advances
will rely significantly on the willingness of patients and
doctors to adopt them and to utilize them to the fullest.
16 February 2019 |

17| 2019 February
Dr. V. Mohan is the Chairman and Chief of Diabetology
at Dr. Mohan’s Diabetes Specialities Centre at Chennai in
South India which is a WHO Collaborating Centre for
Non-communicable Diseases Prevention and Control and
IDF Centre of Excellence in Diabetes Care. He is also
President and Director of the Madras Diabetes Research
Foundation which is an ICMR Centre for Advanced
Research on Diabetes.
Deeply interested in research from his undergraduate
medical student days, Dr. Mohan has published over 1200
papers in peer reviewed journals including 750 original
articles, 250 review articlesand invited editorials and 150
chapters to textbooks on Diabetes and Internal Medicine
which is a world record by practicing doctor. His work has
received over 59,000 citations and has a h index of 110
which is the highest by a medical doctor in India.
Dr. Mohan has trained over 12,000 physicians & 500
diabetologists in addition to Nurses, Educators and
Technicians. Dr. Mohan has received over 170 awards
including the prestigious Dr. B.C. Roy National Award by
the Medical Council of India and the Dr. B. R. Ambedkar
Centenary Award from the Indian Council of Medical
Research, the highest award for Biomedical research in
India. In 2018 he was conferred the prestigious Dr. Harold
Rifkin Distinguished International Service in the Cause of
Diabetes Award by the American Diabetes Association for
his pioneering work in the field of diabetes and he is the
first Indian to receive this award. For his extensive
contribution in the field of diabetes, in 2012 Dr. Mohan was
awarded the prestigious Padma Shri, one of the highest
civilian awards given by the Govt. of India.
Dr. Mohan also provides lifelong free treatment to
thousands of poor patients through the free diabetic clinics
established by him and has conducted over 3000 free
diabetes camps including several along with the Sri Sathya
Sai Seva Organizations and Trusts.
Biography

TrendingTechnologiesUnveiling New Prospects for the Indian Healthcare Sector
Innovative technologies are the mainstays of today’s
modern world. Right from an individual to the various
sectors contributing to the GDP of a nation, a bounty of
activities and progression is solely dependent on the evolving
technologies at the global platform. With each passing year and
turn of every decade, emerging technologies are evolving at a
brisk pace that is ultimately setting the trajectory of growth and
development.
One such sector that has showcased a remarkable transition by
embracing new trends and innovations is the Indian healthcare
industry. Shedding the conventional patterns and approach, the
industry is exploring every possible opportunity to stand
amongst the major contributors to the Indian economy. Studies
reveal that the healthcare segment is growing at a CAGR of
sixteen percent and is expected to climb up to USD 280 billion
by 2020. Also, with the advent of ‘frugal innovation’ in the
private sector, healthcare services are uniquely poised to
undergo aradicalchangeinthenearfuture.
This post collaborates the recent trends that made way into the
Indian healthcare industry and proved to be the ‘showstoppers’
in delivering a plethora of new advancements. This paradigm
shift is not only limited to embrace new technologies, but it’s
also a gigantic step to revamp the overall process for improving
thedeliverablesandincreasingeﬃciencyaswell.
20 February 2019 |

21| 2019 February
Emerging Tech-Trends

TELEMEDICINE
Portrayed as one of the most beneficial digital trends across the globe,
this technology truly holds the potential to deliver optimum
healthcare services to patients living in rural areas and in the remotest
corners of the country. Even though the best doctors in the world are of
Indian origin, the fact remains that millions of people still don’t have
access to quality facilities. Telemedicine brings the finest doctors and
the patients at one platform using digital technology – without even
traveling a single mile! This technology was existent in India over the
last decade; however, the usage was very restricted. Now, with the
entrance of private players and Government participation, it is been
implementedatamuchlargerscale.
ARTIFICIALINTELLIGENCE
Undoubtedly, this technology has added new dimensions and has
unlocked new horizons in the healthcare sector.With support from the
State and Central Government, AI technology is penetrating the
Indian medical sector at all levels. Companies like IBM, Microsoft,
and Google are working extensively to build solutions in the key area
of diagnosis.The ITgiants are working on the vast amount of raw data
and construct it into meaningful analysis. AI algorithms are assisting
to monitor and manage the various parameters in the human body. In
partnership withApollo Hospitals, Microsoft is usingAI for detecting
cardiac diseases. Chatbots and virtual assistants are the other
distinctive features that are simplifying the cumbersome process of
registeringmedicalrecords,labresults,andclinicalworkflows.
IOMT-INTERNET OF MEDICAL THINGS
IoMT plays a key role by bridging the gap between medical resources
and healthcare services. This technology revolves around the concept
of creating a broad network of connected devices that senses crucial
data in real time. This promotes individual ‘data-driven’ treatment for
improving affordability, disease detection and prevention, and for
fitness promotion to name a few of the distinctive features. A
convergence of IoT, telemedicine, and telehealth technologies, IoMT
is the perfect way to enhance customer experience and for performing
in-depthanalytics.
IOMT
22 February 2019 |

Along with delivering quality medical services, healthcare companies
are quick to understand the prominence of building a positive
impression of the brand. Digitalization and smart devices have
enabled consumers and patients to have a seamless connectivity with
the providers which are creating a win-win situation for both the
parties. From searching a doctor online, getting appointments,
showcasing essential information’s and contents – content marketing
isplayingamassiveroleincreatingnew opportunitiesinthesector.
The convergence of various technologies is sure to be a game-changer
in today’s healthcare sector. Cost-effective solutions backed by
cutting-edge innovative trends and technologies are creating a
positiveeco-systemthatisquick,efficient,andresult-oriented.
CONTENT MARKETING AND OPTIMIZATION
Medical robotics is quite a fascinating and an emerging trend in the
healthcare segment. Majority of the global companies have shown
keen interest and are focusing on developing prototypes that would be
the answer to complex medical procedures done with utmost
precision and yet be cost-effective. The robot-operated machines are
immensely helpful for general surgeries, cardiothoracic and
urological procedures, and many more. Besides assisting in complex
surgeries, they are also in use for hospitals, pharmacies, rehabilitation
services, drug manufacturing, inventory and much more. Blending
technology and medicines, healthcare robotics in the Asia-Pacific
region is witnessing tremendous growth as a result of the evolving
medicalinfrastructureandinvestment.
HEALTHCAREROBOTICS
Modern-day technology has paved the way for medical devices that
are wearable in various forms. These smart devices are proving to be
quite effective for the patients by the virtue of their size, design, and of
course – utility. One can use it as watches, wristbands, chest straps,
sensible glasses, footwear’s that are used to measure blood pressure,
heart rate, calories, etc. These user-friendly, unobtrusive connected
devices are equipped with features like wireless data transmission,
real-time monitoring, and alert mechanisms. One distinctive USP of
wearable medical devices is the fact that the patients are empowered
to monitor and control their health.Along with patients, it has opened
gatesfor theresearcherstomaximizetherangeof theclinicaltrials.
WEARABLE DEVICES
23| 2019 February
- Devasish Kanojiya

CAMOMILE
HEALTHCARE
VENTURES
Transforming Healthcare Organizations
through Digital Technologies
Technology is playing a dominant role in almost all
the processes within the healthcare industry. From
patient registration to data monitoring, from lab
tests to self-care tools, every aspect and component
includes various technologies in some form. Smart phones
and tablets are starting to replace conventional monitoring
and recording systems, and people are now given the option
of undergoing a full consultation in the privacy of their own
homes. Technological advancements in healthcare have
contributed to services being taken out of the confines of
the hospital walls and integrating them with user-friendly,
accessible devices. The impact of technology on healthcare
is transformational.
A company that is efficaciously integrating digital
initiatives into their services and solutions is Camomile
Healthcare Ventures. It is one of the fastest growing and
largest healthcare strategy and implementation advisory
organizations in Asia. The company is expanding its
horizons to offer compelling technology based solutions to
transform healthcare organizations in emerging markets.
Camomile’s work with leading organizations across private,
public, and social sectors has enabled it to gain a deep
functional and industry expertise. Its passionate team works
towards bringing up a transformational change that the
healthcare industry needs, as its focus lies on tackling and
converting the challenges to opportunities, while
simultaneously working together.
Camomile is uniquely positioned as a boutique healthcare
advisory partner providing comprehensive solutions;
it primarily focuses on three key areas:
• Strategic advisory and direction setting
• Operational design and implementation
• IT design & transformation
From its inception just 3 years ago, Camomile has worked
with global majors in shaping the healthcare sector. Clients
include McKesson, Bank of America Merrill Lynch,
Manipal Hospitals, Care Hospitals, Tata Trusts,
Government of Andhra Pradesh and others.
The Leadership of Camomile
Raghava Rao, is the CEO of Camomile and is an
accomplished leader in the global healthcare space. He has
held senior management and Board positions with various
Indian and multinational healthcare companies. He has
widely travelled and worked on multiple projects and
initiatives in the Indian and the international healthcare
sector.
He Co-founded Camomile Healthcare Ventures, a boutique
Healthcare Transformation company with focus on advising
Healthcare CEOs and Board of Directors on transformation
and value creation. In a short span of 3 years, Rao led the
company to becoming one of the largest and most
influential healthcare consulting companies in India and the
Asian region.
Helping Achieve Best Outcomes, Clinically and
Financially
The distinctive services of Camomile that have set a
benchmark in the healthcare vertical are as follows:
Analytics & Big data: Healthcare data is growing 48 %
YoY—and it pours in from new research, electronic
medical records, imaging, wearables, and epidemiological
monitoring, along with all the environmental factors that
affects the health. It can be overwhelming for doctors, but
in all this abundant data lay vital clues to the next medical
breakthroughs, cures and efficiencies. And now best
practices and advanced expertise can go global quickly,
changing the very nature of wellness and healthcare.
Digital health: Healthcare IT is a competitive necessity and
Healthcare organizations need to move aggressively to
Raghava Rao
CEO
26 February 2019 |

adopt digital technologies. Camomile’s IT and digital
practice provide cutting edge solutions for its clients to plan
and create a competitive advantage through right
deployment of technology.
Patient centric processes: Centering care around patients
and engaging deeply with them will become survival tools
for healthcare providers. Long wait times, unnecessary
diagnostic tests, silo operations of each department and
other hospital and doctor centric activities will become a
thing of the past. Ayushman Bharat will significantly
increase the healthcare usage and a shift is impending to
happen from out of pocket payment to insurance, the impact
of this would require hospitals to provide care at a
significantly lower cost as well as deliver higher quality.
Creating Patient Ease
While patient safety is a major objective of the healthcare
industry, the patient experience is also a determining factor
in the success of any healthcare provider. The company is
constantly working towards taking the delivery system to
the next level by creating Some of“patient convenience”.
the objectives of its work include; reduction in the overall
cost involved, increased efficiency, increasing the patient
convenience, improving the clinical outcomes, and
developing patient centric care.
Key Projects
Post-Merger integration and transformation plan of Dr. B
Barooah Cancer Institute (BBCI) with Tata Memorial
Hospital, Mumbai
Camomile healthcare ventures have been involved in Post-
Merger integration and transformation of Dr. B Barooah
Cancer Institute in Guwahati. The overall objective was to
transform BBCI into a center of excellence over a period of
3 years and to build local capacities in the North Eastern
region.
Building oncology capacity at Government Medical
Colleges (GMCs) in Maharashtra
An initiative was taken by Department of Medical
Education and Research (DMER), Maharashtra and Tata
Memorial Hospital to have a comprehensive MIS for the
GMC’s in Maharashtra to track the progress and
effectiveness of establishing and strengthening cancer care
services. Camomile was engaged to develop a digital
solution which will act as an enabling system between
various selected medical colleges in Maharashtra, DMER
and TMH.
Transformation of leading Indian University into a World
class International campus
Camomile Healthcare Ventures has been mandated to guide
and advise Sri Ramachandra University (SRU), Chennai to
obtain the Institute of Eminence (IoE) recognition and to
put together a path for being one of the top 100 universities
globally. “We guided them in the implementation of the plan
and created benchmark metrics for the transformation of
various faculties.”
Human Resource Being a Competitive Advantage
Camomile strongly believes in hiring and retaining the best
talent. The team consists of members with considerable
experience in healthcare delivery and healthcare
technology. Camomile attracted top talent from the best of
the globally ranked Ivy League schools like Harvard
University, Imperial College, London, IIMs and other top
institutes. “Professionals choose Camomile as they get to
work on transformational projects and have highest levels
of responsibility from day one. We encourage initiative and
entrepreneurial mindset.”, says, Raghava Rao.
The impact of Ayushman
Bharat would be akin to
the Y2K phenomena. It is
going to be revolutionary
and health services providers
need to fundamentally
rethink on the operating
models to stay relevant
‘‘
‘‘
BRANDS 2019
ealthcareH
BEST OF10
27| 2019 February

HEALTHCARE SYSTEMS
ARE COMPLEX AND NEED
STRONG MANAGEMENT
Udai Kumar, is the Chairman & CEO of
OHUM Healthcare Solutions, is a highly
successful serial entrepreneur, mentor, and
investor. He brings almost 28 years of IT
industry and entrepreneurial experience. As
the Founder of OHUM and cofounder of
QUINNOX, Udai has a deep understanding
of the global delivery model and specializes
in global business development, human
capital management, nance, software
development, Six Sigma, systems &
processes. Udai holds a Masters in Business
Administration from the Indian Institute of
Management (IIM), Ahmedabad, India and
a BS in Engineering from Banaras Hindu
University, India. He was engaged in Sales,
design, development & deployment of the
three largest IT projects in India - Railway
Reservations, Bombay Stock Exchange &
Nhava Sheva Port Trust. Udai is an active
member of the Health Information Network
group and is on the panel of Leadership
Team at the Government of India level for
healthcare technology.
Biography of
the Author
Udai Kumar
Chairman & CEO
28 February 2019 |

In August 2017, parents watched helplessly as more than 60 babies, diagnosed with encephalitis from mosquito bites,
died due to lack of oxygen at a hospital in Gorakhpur, UP, because suppliers’ bills of INR 68 lakhs had not been paid.
Such news is made even more tragic when India, in stark contrast, claims to be the lowest cost provider of the highest
quality care in the world.
Post such an event, questions get raised and the usual causes get flogged in public: corrupt administrators, low
government spend, poor sanitation, incompetent or absent doctors, inadequate supplies, etc. After an appropriate period of
ennui, the nation moves on until the next tragedy that is inevitable and imminent.
Gross negligence and such obvious causes, though difficult to digest, are easy to understand. Our real quest, the Holy
Grail, should be to eliminate any and all errors that prevent us from delivering the best modern science has to offer and
delivering the same to all. Anticipating and correcting or preventing the errors created in healthcare delivery systems is a
larger systemic challenge. The healthcare system is characterized by several major factors that are enlisted below.
AffordabilityMany agencies have recommended that the government spend of 1.1%
of GDP be increased immediately to at least 2.5% and eventually to 3%
of GDP. Each year over 55 million people go bankrupt due to
healthcare expenditure, most of which is due to the cost of medicines.
Before we get the increased spend we need to be prudent and pragmatic
in how we spend rather than how much.
If we take a systemic view of healthcare and improved it from first
principles with a strong foundation on education, sanitation, primary
and preventive care, we could stretch the healthcare spend to reach
millions more and lift the nation to a higher global standard that each
citizen truly deserves. In order to reduce the complexity, narrow the
variability, increase the availability, improve the know-how and
complete the gaps in information at the point of care, we need to invest
more in digital health tools than increasing beds or doctors. Ayushman
Bharat is a welcome program designed to fix the twin challenges of
affordability and access to 10 crore families across India.
IncompleteInformation is at a premium when the time is of essence. But it is often
the least available when most needed. Latest lab results, adherence to
current medication, a detailed symptomatic history, past medical
conditions, genetic profiles, latest best practice evidence. Most of the
time the healthcare provider is working with less than the full picture.
Healthcare Management
29| 2019 February

Knowledge First, there is the science of medicine. There are estimated 10,000-30,000 diseases
known to us that affect humans, of which only a few (500-1,000) have a known cure.
There are over 4,000 diagnostic lab tests, over 400 imaging tests and interventions,
about 12,000 drugs, approximately 600-1000 procedures. Medical practitioners build
up their skills over 60 main specialties and several hundred subspecialties. This
knowledge base is constantly updated and modified so fast that even the best
practitioners find it very hard to keep up.
Complexity Then we have the complexity of the vulnerable and disease-prone human system that
is designed to die from the moment it is born. Over 100 billion cells, 78 organs (11
complex large organs) and 12 interdependent systems make the human body - ever-
changing, continuously monitoring, detecting, and self-healing. The National Institute
of Health, USA now estimates that over 400,000 people die unnecessarily each year
in the US alone due to medical errors making it the third leading cause of death.
Many-to-many
interactions
A typical healthcare intervention consists of a 4-day admission into a 400-bed
hospital during which stay you get “managed” by over 40 different persons across
175-200 encounters. This takes place across multiple specialties, multiple diseases,
multiple drugs, procedures, and tests. None of these result in absolute guarantees. A
reasonable large variance in each encounter can result in the same event being
interpreted, acted, and monitored in completely different ways by different persons
(the knowledge and competency of and tools available to doctors, nurses, technicians,
management, ward boys, pharmacists etc.) Finally, there is the inherent lack of
congruence on motivation on the part of the patient (the consumer) and the rest (the
payer and the provider). Efficiency vs. effectiveness, today vs. tomorrow, cost vs.
profit, need vs. greed, and the strange but compulsive desire by all humans to
outsource their mistakes and seek a free ride on someone else’s goodwill.
Availability Hospitals operate 24/7 but are not fully functional at night or weekends. Patients, on
the other hand, need urgent instantaneous care (be it advice, first aid, trauma, or acute
pain). Patients often commute for 1-24 hours, wait for 15-45 minutes, only to see a
doctor for 2-15 minutes.
30 February 2019 |

EnvironmentLast, but not least, we have the environment; viruses, fungi, and protozoa. Add to this
diet, sunlight, exercise, nutrition, stress, sleep, road accidents, murders, and natural
calamities.
This vastly-complex intersystem of medicine, the human body and environment is
also both dynamic and fast changing. The human body is subject to more stresses,
less rest. The environment is more toxic, the air more polluted, the food more
artiﬁcial (with high sugars and high hormones), medicine is more segmented and
intrusive. All of this creates the market conditions for supply and demand of
healthcare. We are willing to pay for the right to live a little longer. Sanitation,
vaccinations, antibiotics, heart surgery, wound management, and healthier diets and
environment have helped us raise our life expectancy from 30 to current 78 years.
But this is neither uniform nor guaranteed at an individual level.
Modern healthcare seeks to remedy this through practiced carefully prescribed
established best practices that deliver near-zero errors for all aspects of healthcare:
preventive, diagnostic, interventional, progressive and palliative.
The System Of Profound Knowledge® (SoPK) propagated by W. Edwards Deming
lays the foundation for any large complex system in four parts: System, Variation,
Knowledge and Motivation.
MetricsWhat gets measured gets improved. The complexity that arises in healthcare leads to
an enormous list of metrics all which claim to improve health care: Beds per 1000,
doctors per 1000, cost of an inpatient stay for each procedure, toilets per family, nets
in mosquito-friendly regions, lab tests per person, out-of-pocket spend, Healthcare
spend as a percent of GDP, infant mortality rates, and maternal mortality rates.
The 910 bed Bokaro General Hospital (BGH) run by SAIL has one of the best
neonatal care facilities in Asia, but has one of the worst records for neonatal deaths.
Just 10 minutes away is the Sadar Government hospital that had the best record for
neonatal deaths: ZERO. The entire result can be attributed to the well-meaning, Good
Samaritan intervention of the rickshaws near the government hospital who nightly
transfer high-risk women in severe distress to the better facility at BGH. A few get
saved, many die as it is too late but the government hospital manages to keep its
record intact. What can be counted doesn’t always count, and not everything that
counts can be counted.
VariabilityHealthcare systems have a vast multitude of parameters with a range of possible
values that create an inevitable variation of results built into the design, interpretation,
intervention, and prognosis.
31| 2019 February

Healthcare
Consultancy
Services
A Management Advisory Enhancing
Businesses with Unique Approach
Healthcare Consulting Services, popularly known
as HCS is in the business of Managing and
sustaining Hospitals.
Amit Sontakke, the CEO, Co-founder, Managing
Partner, and Principal Consultant of HCS is the rock-
pillar who has eighteen plus years of experience in the
Hospital & Healthcare industry. He is a renowned veteran
in the Hospital & Healthcare circle and has been
instrumental in creating a Hospital Consulting business into
a profitable venture. It all started by doing a single Hospital
consulting company in the years 2009 as a freelance
consultant. Over the years, they moved from one project to
another, gradually they were successful enough to create a
team of consultant, who were capable to do independent
GAP analysis of the Hospitals. By doing multiple gap
analysis, they understood the pattern of various gaps or
bottlenecks in the different processes of the hospital
departments. Based on these gap analyses and analyzing
various bottlenecks in the various processes, they could
devise solutions depending on the size of the hospitals,
services and specialties hospital possesses.
Inception Story of the Store
HCS consultants realized that couple of hospital they were
managing had somewhere faced similar problems such as
Lack of funds, Lack of market survey, Not defined profit
centers and cost centers, unorganized documentations, and
micromanagement issue of promoters. They also noticed
that data analysis and documentation was missing, few or
most of the departments were outsourced, and promoters
were lacking the corporate governance.
HCS considered these rising issues as an opportunity to
grow and to do backward integration. Since then, they
started focusing on a couple of departments or verticals,
which will be profit centers and develop the capacity of the
HCS to start replicating in all the hospitals they manage. In
the year 2017, HCS team freeze one of the opportunity to
create and establish pharmacies both in retail set up and
hospital setup. That's how, HCS created their first medical
store in the name of HCS Medicals - Chemist & Druggist.
The Journey of HCS Medicals
During the mid-phase of the year, HCS Medical concept
was floated among HCS consultants, an idea originated
among the consultant and a team was appointed under the
leadership of Mr. Sontakke. He appointed Retail pharmacy
store manager to give shape and structure to the vision of
the leaders. Under the able leadership of Mr. Sontakke,
they could identify the precise location for setting up the
retail shop. The concept was floated that the retail shop
should be located at the junction of any four square and
should be near the metro. Since one of the thought
processes was to establish the retail store, Option A - under
all metro station from Dahisar to Versova and Option B- to
establish and create medical store based out of hospitals,
either multi-specialty or single specialty with or without a
deposit.
Considering the thought process and issues, a location for
the first store was decided and all the guidelines set by Food
and Drug Administration (FDA) were followed such as
ownership or rental space proof, ownership proof, layout
plan for the space allocated for the store, and cold storage
space. Also, guidelines related to cold storage facility and
appointing qualified pharmacist (B.Pharm or D.Pharm)
were also looked after keenly.
Excellent Interior of the Shop
By the end of August, HCS could complete the licenses part
of the pharmacy. Also, they recruited the well-qualified
Amit Sontakke
Co-founder, CEO, & Managing Partner
34 February 2019 |

pharmacist and started the interior work for the inspection
of the retail space. The interior space of the shop consists of
front billing section of the shop, wooden as well as metallic
racks, electrical wirings and sockets, fridge connection, and
plumbing and toilet work. The space also included internal
and external signage, computer hardware, billing software,
internet & telephone connection, advanced payment options
such as swiping machine, and more.
While all these requirements were getting fulfilled, one
biggest challenge was to appoint the distributors for all
types of OTC, and prescription drugs. To overcome this, a
specific budget was allocated and the initial products were
procured after which pamphlets were distributed to create
more awareness of the pharmacy or medical store.
Moving towards Perfection
A journey full of ups and downs teaches to sail through the
tough times of life. Likewise, HCS shares few learning
from its journey for creating a well settled and
accomplished business.
• Location is the key to the success of the pharmacies.
• Not to spend much on the interior or infrastructure of the
medical store
• Software and hardware selection is critical for the
functioning of the medical store
• Initially one should keep only one pharmacist
• Initial stock of 5-10 lakh to be purchased based on the
market survey.
• Rental space should not be more than 20-25K maximum
• Profitability to shop is around 25-28% percentage average
based on the discount scheme you offer to your clients
As and when various promotion campaigns were
completed, HCS felt a dire need for creating 'Home
delivery system'. Hence, it appointed a home delivery guy
to take home delivery to the next level. “It took us close to
9 months to understand the business model and with each
passing month, HCS was getting close to profitability. Also,
it took almost 1.2 years to get break-even. However, it is
said that ‘whatever mistake you do is to move one step
forward to perfection’ ”, delivers Mr. Sontakke.
Diversified Services and Solutions on the Way
HCS is trying to procure all types of products, like generics,
branded both over the counter or prescription drugs. The
center would be more focused on various disease-specific
conditions like, pregnancy-related, diabetic, cardiac or
hypertensive, cancer care drugs which would differentiate
from the competition.
HCS wishes to create a handholding for each patient of
chronic disease management on year on year basis. It has
highlighted and started service to check regular blood
pressure, pulse and weight of the patient. It has also
planned to start the Loyalty cards for the corporate clients
with which any cardholder can avail discount or various
sessional offers floated time to time.
On asking him about new product launches, Mr. Sontakke
says, “Recently the medical store is planning to launch its
newsletter, in order to create awareness about various
chronic diseases and scheme & offers company releases
time to time”.
We are committed and
passionate about bringing
one-of-its-kind medical
services for our clients
‘‘
‘‘
BRANDS 2019
ealthcareH
BEST OF10
35| 2019 February

++PPPrrrooommmiiissseee
Experiiience
Relationship
+=
36 February 2019 |

Both in terms of revenue and employment – over the last decade, the Indian healthcare sector is
touching the pinnacle of success in terms of raising revenue and employment. The healthcare
ecosystem comprises of various key components – hospitals, insurance, diagnostics,
pharmaceuticals, clinical trials, and telemedicine to name a few. Innovative services, increase in
expenditure from the public and private players, expanding the medical coverage, and branding are some
of the factors that are fuelling the growth rate at an exponential pace.
As the sector witnesses a fierce competition with the entrance of emerging players, branding has become a
key to sustain and surge ahead among the competitors in today’s market. Due to the stringent norms and
regulations, the traditional marketing techniques are not that effective in scaling up the business revenues.
Secondly, the branding distinguishes and showcases the USP of any company or organization that
ultimately assists to create a niche market along with customer base. The most evident example is the
transformation of various private hospitals that have reworked their existing business models and have
standardized the quality of healthcare facilities within the country. The healthcare insurance or Mediclaim
is another area that has embraced brand sensibility and sensitivity and has evolved as a major contributor
in the sector.
Decoding Consumer Relationship
As more and more players in the sector are implementing the above equation, the onus of delivering is
rapidly growing. It defines the logic that a customer’s opinion about the company before actually knowing
them is as important as their experience with the service, which the company actually offers!
Indians are known to be very emotional across the globe and decisions relating to healthcare are very
personal and significant. One can eat pizza from any popular restaurant, but in case of an eye injury,
everyone would like to get treated from the best possible doctor available on the planet! This literal
exaggeration of expectation reflects the special relevance of branding in the healthcare industry.
As the healthcare landscape progresses to make in-roads for delivering improved quality and increased
access, brand-developing remains a vital connectivity for both B2B and B2C segments. More than
differentiating the services, branding is acting as a catalyst for innovation and value-added experiences.
The Current Scenario
In recent times, India stands amongst the top choice for medical tourists across the globe. Studies reveal
that by the year-end, this sector will garner up to 6 billion USD. This tremendous growth is driven by
brands like Wockhardt Ltd, SNG India, Lenskart, Apollo Ltd, Cipla, Multifit, Fortis Healthcare – and the
list continues! As a leading provider of high-end diagnostics services along with the huge influx of capital
investment for advanced diagnostics facilities, the Indian healthcare sector is evolving as the global
platform for rendering the international medical tourists. The companies are working towards improving
the touch points between the target audiences to create awareness and publicize the medical offering from
their end.
The Advent of Healthtech Startups
Although a majority of the healthcare startups are in the nascent stages, the startups are quicker in creating
their own brand and defining their business areas. Analytics, preventive healthcare, and pathology are the
key areas where these startups are designing their business model and are much swift in connecting with
consumers. Some of the startups that have successfully managed to showcase their brand at the global
market are listed below:
37| 2019 February
Brand Building

NetMeds is an online pharmacy that started in
2010. By uploading the prescriptions, patients
can order their medicines via the web portal or
the mobile application. It has over eight
fulfillment centers in the country and recently
has raised 35 million USD through a series C
funding.
Initially started for the doctors, Practo has
eventually turned out to be a one-stop online
destination for booking appointments with
doctors. The Bengaluru-based startup was
founded in 2007 on a SAAS platform and apart
from a PAN-India presence; it is active in
Singapore, Indonesia, Brazil, and the
Philippines.
Founded in 2016, Nirmai is using Artificial
Intelligence technology to detect breast cancer
during the early stages. Using machine learning
and big-data analytics over thermography
images, this stands amongst the leading
startups to fight and detect cancer.
Forus Health embraces technology to fight the
skewed ophthalmologist-to-patients ration in
India. With over 1,300 installations over 26
countries, this startup has impacted over 2
million lives in a positive way.
DocTalk is a mobile application that allows
patients to save all their reports and files on the
cloud alongside chatting with the registered
doctors and getting an instant prescription
–without visiting the doctor. It was founded in
2016 and has received a funding of over 5
million USD.
Practo
NetMeds
NIRMAI
Forus Health
DocTalk
The growth strategies in the healthcare domain are dependent on various factors, however, one factor that remains constant
is – the consumer. Creating a positive impact on the minds of the patients is the key to success. Effective branding by the
healthcare companies will be the platform on which the collaboration of public and private players will design the present
and future of the healthcare industry in India.
Healthcare made simpler
DocTalk
38 February 2019 |
- Devasish Kanojiya

IOTimize
Healthcare
Solutions
This elegant story unveils the journey of IOTimize
Healthcare Solutions India LLP that is focused on
developing several technological solutions to uplift
the current living situation of the population. Committed to
deliver Equitable Healthcare to the underserved population,
it has developed a solution to entrench preventive
healthcare into the mainstream clinical process without
demanding any extra burden on current healthcare scenario.
About the Company
Getting on board in 2015, IOTimize started its journey from
California, USA. In December 2017, it established its
operations in India. Today, 20+ zealous experts are working
towards transforming the deep-rooted belief of the
company- “people’s healthy present for better future” into
reality. To aid this dream, they are developing state-of-the-
art products, which can help a country address its prevalent
and far-reaching socioeconomic concerns that are the direct
cause of premature deaths from NCDs.
IOTimize is a solution-based organization having a group of
passionate and dedicated professionals who strive round the
clock to leverage the full potential of existing and
upcoming technologies to simplify the complexities that
frequently plague the public, irrespective of their age,
location, education, or financial background.
The Benevolent Leader
Subir Chandra Ray, the Founder and CEO of IOTimize,
is a courageous visionary who quit a fat paying job and
turned towards helping out with social issues. During this
transition he came across a WHO report based on Public
health, which pressed upon his passion of evolving unique
and innovative products; designed to address socially
relevant issues. And offering best-in-class services that
enabled the user to lead a healthy and secure life.
He is an award-winning, seasoned leader with more than 25
years of experience in software development and
management. He believes that for any country to thrive, its
most precious resource – the people, should have a healthy
present. Thus, he has been dedicated to provide people,
with the help of cutting edge solutions, a better and secured
life by addressing their woes, be it health or social issues.
‘All is Well’ with Oliswell
In current healthcare industry when others are providing
preventive care solution in bits and pieces, disintegrated
from the mainstream clinical process; the flagship product
of IOTimize, Oliswell Lifecare Solution, or OWL is
empowering preventive, primary, specialty care delivery,
early diagnosis, medical and therapeutic intervention, and
remote follow-up of masses. Oliswell Lifecare Solution is
designed for saving life from premature death caused by
non-communicable diseases. The solution focuses on
individual’s comfort, minimizes their time spent, and aims
to provide personalized perspective for preventive
healthcare. The transformational solution intends to
entrench preventive care into the mainstream clinical
process, detect NCDs at early stage, disseminate secondary
and tertiary care to the un-served and underserved
population and engage friends-and-family in the treatment
process for better follow-up care. OWL makes use of the
communication technology for remote accessibility,
advanced AI techniques for early detection of NCD, and
social media based micro learning for better follow-up care.
700M people in India and more than 4B globally stands to
benefit from OWL. It consists of:
• Multi-parameter integrated medical device with secure
cloud connectivity
• Machine learning analytical tools for disease
categorization and progression
• Multiple statistical tools for public health monitoring,
intervention, and improvements
Subir Chandra Ray
Founder & CEO
Subir Chandra Ray
Founder & CEO
40 February 2019 |

OWL is one of its kind, extracting human medical data in
five minutes, even before the patient can reach the doctor
for a checkup. It empowers the doctors with medical
parameters that help them in quick decision-making or
referring the patients to a specialist. OWL allows generation
of analytics in the background, which trigger all kinds of
comparative studies to make the preventive care more
useful. OWL is providing comprehensive end-to-end
solution within the standard process with add on facility
like Micro Learning to Last Mile Population of low- and
middle-income countries like India.
IOTimize is positioning its solution in Indian market
keeping “Ayushman Bharat” to be more effective, by
engaging data analytics for early detection of NCD and
allowing engagement of friends and family to empower
follow up care. At Present, in India NCDs are the biggest
reason for premature deaths (approx. 2.5 million) and it
pushes around 63 million people, the combined population
of Kerala and Haryana to poverty line annually. OWL is the
answer for this problem; OWL can slow down the
premature death rate caused by NCD and its socioeconomic
impact drastically as well as help reduce the overall loss of
national GDP.
Notable Felicitations
Along with IIT KGP, IIT Bombay, and AIIMS New Delhi,
IOTimize has secured the grant from the Government of
India, through the IMPRINT project. The year the company
got selected for this grant, IMPRINT had 2600 odd
submission and among them only 26 Innovations got
funded in the first round, one of which was IOTimize.
Developing the Future of Healthcare
IOTimize proposes to develop a comprehensive solution for
facilitating preventive, primary, and specialty healthcare
delivery, to facilitate early diagnosis, medical and
therapeutic intervention, and follow-up. Its unique and
innovative approach is on integrating medical devices into a
comfortable chair for health screening in order to collect
necessary health parameters and upload the data securely to
the cloud. The data is remotely accessible to authenticated
medical specialists and data scientists for clinical analysis,
developing machine learning algorithms, and advanced
deep learning neural networks for modeling disease
progression of cardiopulmonary, diabetic, cancer and
geriatric diseases. With the increase in accumulated Big-
Data, the company believes that predictive analysis can be
made more accurate in assisting the medical experts in the
diagnosis and early detection of evolving disease condition
at the early stages even when the patient is asymptomatic.
Team IOTimize
IOTimize comprises of a management team and an advisory
board of distinguished professionals. In its main
management team is its CEO, Subir C Ray; COO, Suryasish
Gupta, and CTO, Sandip Mukherjee. Suryasish Gupta has
an experience of 23 years in service delivery and
management, with in-depth knowledge about database and
data warehouse.
The CTO, Sandip Mukherjee is a seasoned leader with an
experience of about three decades in Application
Development & Modernization. He is an expert in IT
strategy, Application Roadmap, Large Systems Integration,
Transformation Tool, Text Mining, Business Analytics, to
name a few.
Speaking about the future endeavors, Subir says, “We have
few plans that are currently under Research and
Development phase.”
Technology is our
mantra for continuous
evolution – a means
of societal and
industrial development
‘‘
‘‘
BRANDS 2019
ealthcareH
BEST OF10
41| 2019 February

Mr. Bhavdeep Singh
Fortis CEO
42 February 2019 |

TheHEALTHCARESector Today in India: Why is its Role Critical?
ABOUTTHEAUTHOR
Mr Bhavdeep Singh is the CEO of Fortis Healthcare, this being
his second stint as the Chief Executive Officer of the
organization. At Fortis, Mr. Singh is driving a strong push
towards bringing great patient care to every patient in every
hospital, every single day. In addition to driving patient care,
the clinical team at Fortis is driving clinical excellence on
multiple fronts. At a time when the disease burden continues
to grow in India, Mr Singh and the Fortis Healthcare team are
taking the lead in helping India becoming a healthier nation.
Mr Singh is an acknowledged business leader and a seasoned
professional, with over 20 years of experience. He has held
senior executive roles in Healthcare, Human Resources and
Retail. He has worked across multiple geographies and has a
strong track record of building great teams whilst delivering
exceptional results.
Prior to joining Fortis, Mr Bhavdeep Singh was with Ahold, a 26
USD billion retailer with almost 800 stores. He was with the
company for almost five years and served on the company's
executive board. While there, he was EVP of HR and then went
on to head Ahold’s US operations and the new formats
business. In addition, prior to his initial stint at Fortis, Mr.
Singh ran Reliance Retail in India and was at the helm when
Reliance opened up more than 700 new stores in less than two
years.
Mr Singh attended Pace University and completed several
certified courses in Leadership and Executive Management
from premier institutions such as the Harvard Business School,
Cornell University, University of Hartford, Dial Institute of
Management and St. Joe’s University in the United States.
43| 2019 February

ndia is poised to be one of the top three health care
Imarkets globally by 2022 as it is expected to touch
US$ 372 billion sector making it one of the fastest
growing industries. According to the Brand Equity
Foundation (October, 2018), this is driven by rising
incomes, lifestyle diseases, increased awareness and greater
access to insurance. This presents immense scope for the
expansion of health care services in India. Since both public
and private hospitals are equally responsible for the last
mile delivery of healthcare services in India, they are both
key players in the creation of an enabling and conducive
ecosystem that provides incentives for investment in
delivery infrastructure, medical education, R&D and
domestic manufacturing. Accounting for almost 80% of
India's health care market, the private sector is and will
likely continue to be a vibrant force with private healthcare
expenditure at approximately 4.7% of the GDP and this will
drive the sector’s growth.
The past year has witnessed considerable turbulence,
challenges and uncertainties with negative conversations
around health care providers and professionals, often with a
heightened perspective on the need for stringent regulation.
There was a time when the private healthcare industry
could not adequately voice its concerns or advocate for
greater contribution. However, some recent developments
provide an opportunity for the sector to redefine its role and
play a strategic part in transforming healthcare in India. We
witnessed the MBBS curriculum being revised after about
20 years, steps initiated to restructure the Medical Council
of India and also saw our Honorable Prime Minister launch
the Pradhan Mantri Jan Arogya Yojana - Ayushman Bharat
aimed at achieving universal health coverage. AB-PMJAY
is aiming to transform the lives of nearly 50 crore most
vulnerable Indians by giving them access to quality
hospitalization treatment services of up to Rs 5 lakhs per
family, free of cost. The scale of PMJAY is phenomenal,
surpassing any other health scheme implemented by the
Government of India so far. Beneficiaries do not have to
pay anything for tests, medicine, meals at hospitals and
treatment procedures and the entire process is paperless.
This laudable, yet ambitious initiative is not likely to be a
success without the active participation of private hospitals
and a rational pricing model for treatments. The
just-announced guidelines by the Government for setting up
private hospitals in Tier 2 and 3 cities are a positive sign
that the Government understands that hospital operations
have to be viable. In addition, India is also set to witness the
biggest healthcare service delivery partnerships ever seen
so far, with Malaysia’s IHH buying more than 31% stake in
Fortis Healthcare. The estimated capital infusion by IHH is
expected to facilitate potential operational synergies and
integrate into a large global healthcare platform. This
partnership does indeed present exciting opportunities not
only for one hospital group but a number of synergistic
business avenues in the sector. It will set the tone for new
investments coming into India and collectively re-energize
and boost the sector by driving topline growth, employment
opportunities, improved mechanisms and global best
practices coming into India, providing world class
healthcare services across specialties, with ample
opportunities, especially to establish quality standards for
healthcare delivery.
As an industry, the private sector has complemented the
government’s efforts vis-à-vis investments in infrastructure
and employment creation, especially for women. The
workforce in private healthcare has more than 50% women
and provides them with a safe environment, with good
growth and skill enhancement opportunities. In addition,
the presence of world-class hospitals and skilled medical
professionals has strengthened India’s reputation as a
chosen destination for international patients seeking quality
care. For those seeking world-class clinical care at
affordable costs, India is a health care hub, as it provides
reasonable healthcare (tertiary and quaternary) facilities in
compliance with international quality standards. However,
popular public perception is that the over-reliance on
private hospitals allows them to charge substantially more
than government hospitals. There needs to be a balanced
discussion on the topic because the truth is that, for any
hospital operator, considerable investment goes in
infrastructure, technological knowhow, quality drugs,
training of clinicians and other facilities and services that
require to be upgraded constantly to avoid obsolescence.
Several recent surgical advancements such as robotic-aided
surgeries offering higher levels of precision subsequently
cost more as they need specially trained surgeons.
As a leading healthcare provider in India, patients are our
most important stakeholders and customers. Therefore, it is
important for us to engage with the public with the right
messages and respond immediately to any concerns. We
need to enhance understanding of the specializations we
have, the technology we use, the infrastructure which
enables us and the tireless efforts of our clinicians. We need
to position ourselves as enablers in the field of healthcare
and constantly showcase our evolvement and participation
in the field.
We do believe that is the only way forward.
44 February 2019 |

Sun Narula
Group India
n mid 1950s the Indian healthcare space was merely a
Imedical supplies and consumables market, with no or
negligible exposure to new medical and healthcare
technologies. There was a great void. Late P K Narula, the
founder of SNG India, wanted to reduce & bridge this gap
and introduce the latest technologies, from world-over to
India. Founded in the year 1953, Sun Narula Group
(SNG), are South Asias leading healthcare solutions
providers. The organization’s mission is to ensure that
every healthcare facility and institution has the best
intra-facility logistics and healthcare solutions consequently
reduce healing time, healthcare delivery costs, and enhance
healthcare quality.
The group has time and again introduced several advanced
medical and healthcare technologies in the region. With
over 2500 historically and over 450 active healthcare
providers as its customers SNG has business spanned all
across the country, South Asia and as far as Middle East as
well. Over the years it has evolved into South Asia’s
leading Healthcare solutions and automation group.
Currently, there are two core healthcare verticals viz.
Healthcare Logistics Automation, wherein SNG offers
Pneumatic Tube Systems & Automated Pneumatic Waste &
Laundry Collection Systems; Healthcare Turn-Key
Solutions, wherein it offers Modular & Seamless OR
Solutions, TKS packages for Critical Areas such as ICUs,
ERs, & Patient Rooms.
SNG has also recently introduced its solutions for Central
Medical Gas Supply Pipeline Systems, and have executed
and delivered these solutions in a few renowned healthcare
facilities.
The Competent Leadership of SNG
Over the decades the reigns were passed on to P K Narula’s
sons – Pankaj Narula, the Managing Director and Puneet
Narula, the Joint Managing Director. Both have taken
forward the family legacy of over 65 years, ensuring that
SNG remains a front-liner in providing advanced healthcare
solutions in the region. PK was largely responsible for
bringing several high-tech solutions to Indian healthcare
space with many firsts in the industry and is also referred to
as the father of healthcare solutions in the region. Pankaj &
Puneet have taken over the operations of the business in
mid 1990s and have since taken the group to the levels of
being one of most important and leading healthcare
solutions group. Both Pankaj & Puneet are also known as
pioneers in the space of healthcare logistics automation
solutions and have revolutionised the healthcare space. The
group has been the number one provider of these solutions
continuously for the past fifteen years with more than 70%
market share.
Awards and appreciations
Under the leadership of Mr. Pankaj Narula, SNG has been
rated among the top 500 leading healthcare brands in India
by MBI & has been awarded for achieving multiple
milestones:
• The Most Emerging Brand of the year 2015 by Medgate
• Top 100 SME in India 2016 by India SME Forum
• Top 10 Fastest Growing Healthcare Group 2016 by
Silicon Review
• Top 10 Most Valuable Healthcare Solutions Provider
Company by Insight Success, 2016
• Best Emerging Brand of the Year by National Awards for
Excellence in Healthcare, 2016
Pankaj Narula
Managing Director
Puneet Narula
Joint Managing Director
46 February 2019 |

Distinctive Services and Products
With complete in-house teams right from design to project
realization, SNG is competently placed to design the best
and efficient turnkey ICUs, ERs, OTs and Patient Room
Solutions right from design to execution etc. Its turnkey
solutions include Hospital & General Furniture, Patient
Handling Solutions, Ceiling Supply Pendants, IV Track
Systems, Partition Systems, Medical & General Lighting,
Wall Surfaces, Drop Ceilings, HVAC, Medical Gas Pipeline
System, Clinical & Modular work stations, Storage
Solutions, Mobile Solutions & Carts, Modular packaged
OTs / ICUs / ERs, Pneumatic Tube Systems [PTS],
Automated Waste & Laundry Tube Systems [AWLS],
Automated Vertical Storage & Retrieval Systems [AVSRS]
& Automated Drug Management Systems [ADMS], Central
Medical Gas Supply Pipeline Systems [MGPS], etc.
Innovative New Product Launches
SNG is a technology driven group – it is SNG’s endeavor
and mission to continuously scout and bring innovation to
South Asian healthcare space from time to time. Recently
SNG has introduced high quality Automated Pneumatic
Waste & Laundry Collection Systems [APWLCS]. This is a
network of tube systems that enables waste bags and
laundry bags to be transported and collected at the central
collection areas, automatically via pneumatic tube. This
enables the healthcare facilities to have the waste bags and
laundry bags collected at floor levels and then schedule the
transports of these to the central collection area. This also
prevents the soiled linen and waste bags to be moved and
transported through the corridors, elevators and help the
facility maintain high levels of hygiene apart from
introduction of automation. SNG has installed two such
systems in a reputed private sector hospital in Mumbai and
a government hospital in Chhattisgarh – the healthcare
industry has expressed keen interest in introducing these
systems in some of the major hospitals in India.
Confronting Day-to-day Challenges
“On one hand continuously scouting for and introducing
new technologies in the market has its own risks and
hurdles” says the MD – “Whether the market will be
receptive for change? Whether the technology will fit into
local economic and applications? These have been
challenges always – however the Indian Healthcare Givers
have been very open to adapting and adopting new
technologies. On the other hand, when a technology is
successfully adopted by the industry – it attracts
competition.”
The Bright Future of Sun Narula
The solutions offered by SNG have had a profound positive
affect in the healthcare industry. “Customers have
understood that they need solutions and not mere products
– this understanding has also helped SNG in its business
model.” asserts Pankaj. “SNG will continuously scout for
and introduce new technologies every few years in the
healthcare space. This is our strength and our forte.”
Our forte
and strength
lie in delivering
innovation to
Healthcare
‘‘
‘‘
BRANDS 2018
ealthcareH
BEST OF10
47| 2019 February

Leading Healthcare with Innovative Technology & Branding Tactics

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