Pilot execution and scaling up

Creating a pioneering business model in Bariatric Surgery

Challenge

We were engaged by one of the leading bariatric surgeons in the country to conceptualize a business model, which would help leverage his brand equity and exploit enormous market potential, particularly in the upper-income segment.

Approach

Based on in-depth interviews with earlier as well as potential patients, we arrived at drivers and barriers for bariatric surgery. This, layered with a comprehensive analysis of earlier patients’ profile and competitive landscape, helped us define the product and the marketing strategy. We then created a business model for the larger center – meant to act as the hub – at Ahmedabad and satellite centers across the country. To strengthen customer appeal, we created the high-impact brand identity. Finally, we executed different ‘nuts and bolts’ in close coordination with several external agencies to ensure the successful launch of the facilities.

Result

The state-of-the-art centre in Ahmedabad has witnessed an impressive increase in patient volumes and commands a significant price premium. The first satellite centre in Hyderabad has successfully commenced operations.