Healthcare Marketing Strategy Case Study | Medium Consulting

Identifying a Window of Opportunity for a Business Conglomerate

Identifying a suitable opportunity in healthcare for a leading business conglomerate in Kerala


Muthoot Fincorp had decided to diversify into healthcare services. Given the relatively advanced level of healthcare infrastructure already available in the state, they engaged us to identify the right opportunity.


In view of a more discerning healthcare clientele, we felt that a focused factory approach shall help in achieving clinical excellence, quicker customer franchise and lesser managerial challenges. We undertook an in-depth study of the existing healthcare landscape and the unmet needs across different specialties and customer segments. In line with the client’s vision, a dedicated state-of-the-art children hospital was chosen as the preferred option. Subsequently, we developed the blueprint for the model including indicative space programme, equipment plan, physician engagement strategy and initial marketing interventions. We also presented the critical success factors for such a niche concept.


The group is in the process of identifying right locations and is also exploring alliance opportunities with some leading domestic and international hospital groups.