In this trend, the most recent one to enter the field is Medica Synergie, which is also perhaps the most (or rather, the only) professionally marketed brand in the social healthcare segment. Medica positions its brand on the twin attributes of accessibility and affordability. “It came into being because of a desperate need in Eastern India for an integrated, professionally managed healthcare company; also because this region is lagging way behind,” says Dr. Alok Roy, ex-COO, Fortis Healthcare Ltd. and now Chairman and MD, Medica Synergie.

Medica Synergie has launched what it calls Operation Buddha, an exercise covering 30 thousand families (approximately 100,000 people) in the vicinity. The centre provides each of them with a card and these people can then visit the healthcare centre for consulting on any of their health problems for a nominal charge of Rs.5. Where follow up action is required for treatment, like an operation, it is at cost price – without any profit. The management is aiming to become one of the leading players in eastern India and to set up 10-12 hospitals. The management believes their core competence lies in being “Integrated Healthcare Providers”. They are into health delivery [hospitals – building, managing, running] public health, pharma retail as well as health architecture – a total, integrated healthcare centre. Medica is attempting to set itself apart on multiple parameters other than price and best in class healthcare professionals. The interiors have been developed by Sunita Alexander, and offer a warm, feel-good, cheerful, odourless, eco and environmentally friendly ambience! They have carefully chosen friendly attendants to guide and help patients and visitors 24x7 in every possible manner. Care has been taken to institutionalise ultra transparent billing procedures and availability of complete information to customers. They also provide flexibility to customers on paying their bills through EMIs; the tested route that revolutionised sectors like automobiles, real estate, consumer electronics & tourism in India.

Dr. Roy tells us that he is a firm believer of ‘Employee Empowerment’ in thought, word and deed. “To us, it’s not fashionable tokenism or a slogan that is politically correct in the corporate sense of the word, but remains the core driver of Medica.” He remains convinced that employees are the public face of social healthcare and their empowerment – via guidance, inspiration, motivation, self-belief – has to be a given for effective results, be it image, productivity or even profitability – like Yunus’ Grameen Bank.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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