Problems Not a one-stop solution Bad mouthing Unhealthy Competition from quacks, nurses, vaids, etc who see

PES as a threat Govt docs give unfair treatment to people who seek it for free Steroids Fees flexibility at quacks

Social structure Gender bias Caste system Reputational consequence from going to others home

Salary and incentive Unprofitable

Loyalty of PES to stay SMS program is not as effective QUACKS Long term presence Opinion leaders Political links Payment flexibility (type, time and quantum) Commission with labs and hospitals based on referral system

Name expects charitable program Since Sahayika is not busy always, she might take up another job creating a perception that she wouldnt always be available

Solutions Card system, pay 100 and avail services worth 150 Better communication Start in a state with lesser resistance, but Piramal wont be an influential name in these other reasons Choose the sahayika from the family of the sarpanch, more influential Make a brand ambassador, earn discount on referrals Tie up with anganwadi Spread success stories among the people

Education about steroids and harmful long run consequences- cure the symptoms and not the root cause The business model was not economically sustainable Spread awareness that PES is not meant to be a one-stop solution for ills that PES is in the villages for good Charity would not help this model sustain- explain to sahayikas Positioning that it is not a one-stop solution POP Competitive advantage it offered. was it sustainable?