Healthkhoj-In Search of Swasth¹ Bharat

This case aims to cover some of the challenges, start-up organizations in the healthcare domain, face in getting potential customers to adopt a digital platform for health services delivery. HealthKhoj.com is one such entrepreneurial venture that entered the health services space with a clearly differentiated value proposition and planned to get the urban educated customer to adopt their health platform, but faced challenges like societal biases, the tendency to seek and get unsolicited medical advice from one and all and the inherent trust deficit towards a machine telling us what we must do in a medical situation. Considering this scenario in the urban segment, HealthKhoj's quest to take their service to the rural sector, seems a herculean task. The three founders now look to adopt diverse strategies to enable the platform make inroads in their quest to make the country ‘swasth ’.

To illustrate how a start-up company provides value to its users to sustain itself in business with the help of new technologies in health services delivery, quickly and efficiently, in a country as vast and as populated as India. It includes different requirements of urban and rural consumers and the challenges therein. It highlights the importance of deciding on a business strategy while retaining the flexibility to change according to the changes in the environment.