Market Expansion Strategy for Teleradiology Services into Resource-Poor Healthcare Set-ups

Abstract

Healthcare sector is facing healthcare resource shortage globally and an acute doctor shortage in India is having a detrimental effect on healthcare outcomes. Resource-poor hospitals specifically struggle in this phenomenon on account of 4 reasons: not being able to hire enough doctors, poor infrastructure, cost of care and finally the compromised quality. Radiology is one such specialty which is very vital, scarce and is facing all above-mentioned challenges. Developing countries being resource-poor, specifically India which is the 2nd largest populated country in the world, is constantly struggling to provide quality care at low cost and improve healthcare outcomes. There is a need to innovate healthcare solutions to effectively deliver care in resource-poor set-ups. Specially getting radiology services everywhere as it's the backbone of diagnosis process in treatment and hence has a direct impact on healthcare outcomes. And telemedicine is an effective IT solution in getting excellent diagnostic expertise to resource-poor and remote hospitals & diagnostic centers; and hence making treatment outcomes better. 5C Network is one of a kind social enterprise trying to provide quality and cost effective teleradiology solution to resource-poor set-ups predominantly in the southern states of India and aspires to take their services to other states of India as well. The aim of the study is to propose a market expansion strategy for 5C Network to be able to take their services effectively to the Indian states of Maharashtra and Madhya Pradesh. The research questions will try to find out the current state of the service and how can it be made better in quality and usability for the end users (radiologists and radio-technicians). The study would further explore the bigger picture of ICT, other good practices around the world in teleradiology and make recommendation to the organization under consideration i.e. 5C Network. The marketing strategy will be devised using 5C analysis, 5M strategy, Segmentation, targeting and positioning recommendations and finally specific recommends will be made using 4P marketing.