Thyrocare Case

1. THYROCARE: DISRUPTING THE
INDIAN MEDICAL DIAGNOSTIC
INDUSTRY
Radhika Grover FT234007
Komal Saxena FT234006
Sakshi Sangwan FT234082
Shilpa FT234083
Aman Manuja FT234053
Archit Jain FT234028

5. Provide a concise definition of its Strategy
1. Competitive Strategy
i) Pricing - Always made an effort to keep prices competitive by charging little for
their services.
ii) Cost – Few competitors followed dual pricing model while Thyrocare switched to
CLIA technology when number of tests increased beyond 50,000 . Due to the
business's significant reliance on cash and the upfront payments they received, they
have been profitable since their founding
iii) Differentiation – Thyrocare was the first one to promote the preventive care
diagnostics which was the less penetrative one, by offering metabolic tests that
diagnose disorders at early stage. Also they offered only 200 tests which were
focused only on disorders and wellness segment, it also outsourced few tests on
demand to third party
2. Leadership and Organization Strategy
They followed a lean management structure with no extra positions, which helped
minimize costs.
They had a low workforce with strong knowledge of their domain, they also followed
a people centric approach which helped them to attain extremely low attrition rate.

6. Provide a concise definition of its Strategy
3. Operational Strategy
Contrary to the industry trend, which was to establish multiple testing laboratories
using the hub-and-spoke model, Thyrocare established a single central lab (CPL)
and six regional labs (RPL), adhering to a franchise model that allowed for the
benefits of scale economies and maximum capacity utilization.
Additionally, agents and partners received increased commissions, which
encouraged them to generate more business.

7. Thank you!