CASE STUDY – HEALTHCARE (MEDICAL TOURISM)

Executive Summary

This case study outlines the strategic launch and operationalization of the largest medical tourism company in India, expanding to 14 countries within two years under the guidance of Re-Engineering Business Solutions (RenB). The project leveraged RenB’s StartUp Program, covering all aspects from logo design to successful market entry.

Project Overview

Brief: RenB was tasked to create a comprehensive five-year strategy and execution plan for establishing the company initially in India and six other countries within the first year, with further expansion planned.

Timeline: 12 Months from initiation to launch.

Research and Analytics: RenB conducted detailed research in India and six other countries, focusing on:

• Industry dynamics and existing practices

• Business methodologies

• Customer profiles and retention strategies

• Competitive landscape

• Pricing and revenue models

• Technological options for operational automation

• PESTEL analysis

Strategic Development:

Post-research, a nuanced strategy for short, medium, and long-term goals was developed and refined through stakeholder feedback. This strategy laid the foundation for all subsequent operational planning and execution phases.

Incorporation and Branding:

The company was formally incorporated, and its visual identity, including the logo, was developed through collaborative stakeholder workshops.

Organizational Structure and Operational Strategy:

Using the RenB ORG building Framework (FITCOM), the organizational structure was aligned with strategic and operational plans. This structure was optimized for cost efficiency and customer satisfaction, integral to the company’s service DNA.

Strategic Alliances and Partnerships:

RenB facilitated MOU signings and alliances with top hospital brands across seven major Indian metros, achieving partnerships with 500 hospitals within 70 days.

Human Resources and Deployment

• Comprehensive HRD plans were executed using RenB’s frameworks.

• Operational setups were established in key cities including Chennai, Kolkata, and Dhaka.

• Recruitment and training programs were implemented to ensure readiness ahead of launch.

IT and Process Automation

A robust IT infrastructure was developed to support process automation, ensuring real-time visibility and a robust decision support system (DSS).

Marketing and Customer Acquisition

The marketing strategies were crafted and executed in alignment with the broader operational plans, focusing on phased launches starting with Bangladesh and India.

Governance and Post-Launch Management

A corporate governance mechanism was established to manage multi-city and multi-country operations effectively. Post-launch, continuous process audits and real-time performance monitoring were instituted to maintain operational excellence and adaptability.

Project Outcomes and Client Feedback

The project achieved a 94% accuracy in execution against the planned objectives. Impressed with the results, the client extended their partnership with RenB to include ongoing support through the RenB ScaleUP Program.

This project exemplifies RenB’s capability to strategically navigate complex, multi-national initiatives in the burgeoning field of medical tourism, delivering comprehensive solutions from conceptualization to successful execution.