Indian Telemedicine Industry: Evolving Nature of Business Models and Customer Interactions

Abstract

During the COVID-19 pandemic, the telemedicine industry evolved rapidly in India. The purpose of this case research was to map the evolution of the telemedicine industry in India. This was studied from the perspectives of present business models and customer engagement methods practised in India by different telemedicine firms. The research case study approach as advocated by Yin (1994, 2011), Eisenhardt (1989, 1991) and Woodside (2010) was followed. For the purpose of this study, the authors collected the data related to telemedicine firms’ business leaders in India through primary and secondary sources from October 2020 to February 2021. An array of appropriate methods was applied to compare, analyse, conduct pattern mapping, pattern matching and illustrate the subject to support the arguments of this research study. Specifically, a theoretical contribution was made on business models (Acheampong & Vimarlund, 2015; Peters et al., 2015) and customer interaction (Broens et al., 2007; Gackowski et al., 2011).