ARAVIND EYE CARE SYSTEM

CASE ANALYSIS
 INTRODUCTION
Started: 1976

Founder: Dr. Govindappa Venkataswamy

Location: Madurai, Tamil Nadu

Key Facts
Aravind Eye Care was the largest eye care services provider in 2010
Mission: "ELIMINATING NEEDLESS BLINDNESS"
Service Mix: Treatment of retinal disorders, cornea disorders,
Glaucoma, pediatric opthalmology, neuro-opthalmology, uvea
disordes and low vision
Objectives for Aravind Eye Care System

Increase the awareness of their services so that rural people know

that they have an affordable and easy option available

Increase the accessibility of their services as they had only five base
hopsitals throughout the country and vision center's and camps
organised near the same

Try to make their services more acceptable in the rural areas

because the rural population is difficult to convince due to stigma
and fear attached to the surgeries
Reasons for Poor Acceptance of Eye Care services
by rural consumers
There is a fear of surgeries aming the rural population that it might lead to eye
damage
Lack of Awareness that most cases of blindness could be cured
Facility was available only in four states but their vision is to reach maximum rural
population
HIght Cost: High surgery cost with added transportation cost and living cost in
the place whrere the hospitals were located
Issue for Daily Wagers: Surgery might impair their daily responsibilities
Tele-opthalmology where the doctors examined the diagonsis through video
conferencing; rural people develop more trust when they have personal contact
by asking their queries
Habitual to impaired vision
 Available Options
Base Hospitals: Base hospitals based in semi-urban areas were low in number. Secondary
level base hopsitals should have been established to make a better recah and earn greater
trust of rural population

Community Center Clinics: Repeat visits outpatients number remianed constant which
shows greater level of trust enjoyed by this option. Paying inpatients showing increased
number which is contributing in making this option sustainable

Vision Centres: It is most economical option for eye care patients. Its operation is
economically vaible as it has shown surplus in annual net income across all centres

Eye Screening Camps: Its most useful option in generating demand, mobilizing the
resources and building its image in the community. 67% free cataract surgery in 2009-10
shows greater level of acceptibility in this option

Mobile Unit: The daily running cost of 4000-5000 INR and with a capacity of 75 patient to
serve in a day makes this option a sustainable one to outreach remote patients
 Recommended Methods
Stories of people with successful surgery record should be shared to
enhance the reliability
Setup more eye care camps and increase the number of field workers
at each center
Organize awareness camps in the govt. schools of the rural areas
involving teachers to create a sense of trust
Elected municipal leaders and local influencers can be engaged with
the company to foster support for eye care
Rural social marketing campaigns, Hire a brand Ambassdor that
resonates with their lifestyle/thinking
Community radio programs, low-budget movies and street plays to
spread awareness
 THANK YOU!
GROUP 10-
Aashita Amar (044003) Kartikeya Tandon (044026) Pranjal Agarwal (044032)
Rahul Duggal (044038) Vidhi Agarwal (044055)