NAME: - MIRAL MEHTA

ROLL NO. – AU1914058

PIRAMAL – E - SWASTHYA CASE SUBMISSION

 OVERVIEW OF THE COMPANY: -

PIRAMAL – E – SWASTHYA is a rural healthcare start - up which is established by the
‘Aanand Piramal’ to democratize healthcare in the country and become the 3 rd largest
pharmaceutical company in India. The main aim of this firm is to provide more and more
health-related services in the rural sector. Also, they want to provide the services which was

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easily accessible, affordable and quality care to villagers in rural areas. Because more than

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50% of the population was lived in rural villages in 2010 where every 25000 residents one

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doctor exists. There were also seen the absenteeism in doctors even though they were paid

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with higher salaries. So, he wanted to give solution to this problem.
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When ‘Anand Piramal’ did the market research about the problem and meet different
experts for advice and gathered the team who were ready to work on this project. When
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This team visited the remote areas, they found the all the people used the cell phones. So,
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they thought about the telemedicine and launching a diagnostic software protocols to
identify the diseases without the help of any private doctors. So, they decided to target 40
villages and started to recruit the Piramal - Swasthya Sahayikas (PSS) who worked as a
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helper for rural people and they have to collect the diagnostic information and give basic
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nursing care. They are trained by the employees of PeS. Anand Piramal decided the annual
budget of $500000. Initially, this idea was appreciated by the all the peoples of villages.
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Piramal team also created the workshops on sanitation, health, nutrition, health and
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generated the awareness in villages. PSS also get the salary of Rs. 1500 Per month.
In this case, the major stakeholders are doctors and patients. And at every stage of
the business models there are other stakeholders also who involved in this project.

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  BUSINESS MODEL: -
Villagers visit the clinic or PSS visits them.

PSS examine the villagers.

PSS shared the information to Mumbai call centre.

Paramedics enter the information in the diagnostic software protocol called clinical decision

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support system (CDSS)

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Course of treatment suggested by the software passes to the PSS who then passes to the

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villagers.
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PeS team charges very nominal from the villagers and If the illness was more serious and
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dangerous than PSS suggest villagers the other public and private health centres. So, their
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main aim was each PSS attend the 7 per day but this was not happened in this case because
the demand per village was only 10 per day. So, we can see the desired and actual state as
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following: -
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DESIRED STATE ACTUAL STATE

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3 patients per day 1 patient per day

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 PROBLEMS/ISSUES: -
Rural villagers generally preferred the ‘quacks’ or ‘doctor with bag’ rather than PSS.
Because quacks gave the steroid injection which immediately gives reliefs to the patients
and made them feel energetic which will not happen in the case of PeS system of tele
medics. Excessive use of steroid had harmful and very dangerous impact on their health
which was not understand by the villagers. Also, the quacks can alter the price according to
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 the patients’ economic situation and be flexible which will not happen in Piramal case. So,
villagers more prefer to them.
Another challenge was the sahayikas who recruited for this job faces the cultural
obstacles in doing this job. The community face difficulties in accepting these women to
work as a healthcare provider. So, PSS face difficulty in earning respect and credibility in
community. Because there is so much gender, caste, age, class and religion differentiation
among these villagers. And they face the reputational consequences from actively going to
other’s homes to market PeS. Services. Also, the PSS was not satisfied with their monthly
salaries they would get from this work. They wanted Rs.1500 even though they were not
able to attend at least 3 patients. Which was not right.
Sometimes it happened that when PSS recommended other doctors for any serious
diseases to patients and when it came to know about this to public health centres or any
other doctors, than the patients had to wait for longer for their treatment. Because many

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public health practitioners ran parallel the private services which may provide threat to

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their businesses. So, they discouraged villagers to go to Pes and claim that its service was

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not so good. It shows the resistance of PHC.

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