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Harvard Case - ACCESS Health India and the Ayushman Bharat Digital Mission

"ACCESS Health India and the Ayushman Bharat Digital Mission" Harvard business case study is written by Kevin Schulman, Aditya Narayan. It deals with the challenges in the field of Strategy. The case study is 25 page(s) long and it was first published on : Aug 10, 2022

At Fern Fort University, we recommend ACCESS Health India leverage the Ayushman Bharat Digital Mission (ABDM) to accelerate its growth strategy, enhance its competitive advantage, and achieve its mission of improving healthcare access and affordability in India. This can be achieved through a multi-pronged approach encompassing strategic partnerships, business model innovation, and digital transformation.

2. Background

The case study focuses on ACCESS Health India, a non-profit organization dedicated to improving healthcare access and affordability in India. ACCESS Health has developed a robust network of healthcare providers and implemented innovative programs like the 'Health on Wheels' mobile clinic initiative. However, the organization faces challenges in scaling its operations and reaching a wider population. The Ayushman Bharat Digital Mission (ABDM), a government-led initiative to create a unified digital health ecosystem, presents a significant opportunity for ACCESS Health to enhance its impact and reach.

3. Analysis of the Case Study

Strategic Analysis:

  • SWOT Analysis:

    • Strengths: Strong network of healthcare providers, innovative programs, experienced team, strong brand reputation.
    • Weaknesses: Limited reach, dependence on external funding, lack of digital infrastructure.
    • Opportunities: ABDM, increasing mobile phone penetration, growing demand for affordable healthcare.
    • Threats: Competition from other healthcare providers, potential regulatory changes, data security concerns.
  • Porter's Five Forces:

    • Threat of New Entrants: High, due to the increasing number of healthcare providers and startups entering the market.
    • Bargaining Power of Buyers: High, as patients have multiple choices for healthcare services.
    • Bargaining Power of Suppliers: Moderate, as ACCESS Health relies on a network of healthcare providers.
    • Threat of Substitutes: Moderate, as alternative healthcare models like telemedicine are gaining popularity.
    • Rivalry Among Existing Competitors: High, due to the fragmented nature of the Indian healthcare market.
  • Value Chain Analysis:

    • ACCESS Health's value chain includes activities like program development, provider network management, patient outreach, and fundraising. The ABDM can enhance the efficiency and effectiveness of each stage by providing access to real-time data, facilitating seamless communication, and enabling better resource allocation.
  • Business Model Innovation:

    • The ABDM presents an opportunity for ACCESS Health to innovate its business model by:
      • Expanding reach: Utilizing the ABDM platform to connect with a wider patient base through digital channels.
      • Developing new services: Leveraging data analytics to offer personalized health services and preventive care programs.
      • Creating partnerships: Collaborating with technology companies and other healthcare providers to develop integrated solutions.

Financial Analysis:

  • The ABDM can help ACCESS Health improve its financial sustainability by:
    • Reducing operational costs: Streamlining processes and automating tasks through digital solutions.
    • Increasing revenue streams: Offering value-added services through the ABDM platform.
    • Attracting new funding sources: Demonstrating the organization's impact and potential for growth through data-driven insights.

Marketing Analysis:

  • The ABDM provides a platform for ACCESS Health to:
    • Enhance brand visibility: Reaching a wider audience through digital channels and social media.
    • Improve patient engagement: Providing personalized communication and information through the ABDM platform.
    • Strengthen brand loyalty: Building trust and confidence by demonstrating transparency and data security.

Operational Analysis:

  • The ABDM can significantly improve ACCESS Health's operational efficiency by:
    • Streamlining data management: Integrating data from various sources through the ABDM platform.
    • Improving communication: Enabling seamless communication between patients, providers, and administrators.
    • Optimizing resource allocation: Utilizing data analytics to identify areas for improvement and resource allocation.

4. Recommendations

  1. Strategic Partnerships: ACCESS Health should actively seek strategic partnerships with technology companies, healthcare providers, and government agencies to leverage the ABDM platform and develop integrated solutions. These partnerships can provide access to technology, expertise, and funding.

  2. Business Model Innovation: ACCESS Health should develop a new business model that leverages the ABDM platform to offer value-added services like telemedicine, remote patient monitoring, and personalized health programs. This will allow the organization to expand its reach, increase revenue, and enhance its impact.

  3. Digital Transformation: ACCESS Health should prioritize digital transformation by investing in infrastructure, training, and technology to fully utilize the ABDM platform. This includes developing a robust data management system, implementing digital communication channels, and training staff on the use of the ABDM platform.

  4. Marketing and Communication: ACCESS Health should develop a comprehensive marketing and communication strategy to raise awareness about the ABDM and its benefits to patients and healthcare providers. This strategy should leverage digital channels, social media, and community outreach programs to reach a wider audience.

  5. Data Analytics and Insights: ACCESS Health should invest in data analytics capabilities to leverage the data generated through the ABDM platform. This will enable the organization to identify trends, develop insights, and make data-driven decisions to improve program effectiveness and resource allocation.

5. Basis of Recommendations

These recommendations are based on a comprehensive analysis of ACCESS Health's strengths, weaknesses, opportunities, and threats, considering the competitive landscape, the potential of the ABDM, and the organization's core competencies. They are aligned with ACCESS Health's mission to improve healthcare access and affordability in India, while leveraging the potential of digital transformation to scale operations and reach a wider population.

  • Core competencies and consistency with mission: These recommendations leverage ACCESS Health's existing expertise in healthcare delivery and program development while aligning with its mission by enhancing access and affordability through technology.
  • External customers and internal clients: The recommendations consider the needs of both patients and healthcare providers by facilitating access to information, services, and resources through the ABDM platform.
  • Competitors: The recommendations aim to position ACCESS Health as a leader in the digital healthcare space by embracing innovation, leveraging partnerships, and enhancing its competitive advantage through data-driven insights and personalized services.
  • Attractiveness: The recommendations are expected to lead to increased reach, improved efficiency, enhanced revenue streams, and a stronger brand reputation, ultimately contributing to a positive financial impact.

6. Conclusion

By embracing the Ayushman Bharat Digital Mission, ACCESS Health India can unlock significant growth potential and achieve its mission of improving healthcare access and affordability in India. The organization can leverage the ABDM platform to enhance its operations, innovate its business model, and establish itself as a leader in the digital healthcare space.

7. Discussion

  • Alternative Options: ACCESS Health could choose to focus on traditional methods of healthcare delivery without fully embracing the ABDM. However, this would limit its potential for growth and impact, especially considering the rapid adoption of digital technologies in India.
  • Risks and Key Assumptions:
    • Data security and privacy: The ABDM platform must be robust and secure to protect patient data.
    • Technological infrastructure: The availability of reliable internet connectivity and digital literacy among patients and healthcare providers is crucial for successful implementation.
    • Government support: Continued government support and funding are essential for the long-term success of the ABDM.

8. Next Steps

  1. Develop a detailed strategic plan: Outline the specific steps and timelines for implementing the recommendations.
  2. Form strategic partnerships: Identify potential partners and initiate discussions for collaboration.
  3. Invest in digital infrastructure: Upgrade technology systems and train staff on the use of the ABDM platform.
  4. Develop a marketing and communication strategy: Launch awareness campaigns and engage with stakeholders.
  5. Monitor progress and make adjustments: Regularly evaluate the impact of the recommendations and make necessary adjustments to ensure optimal results.

By taking these steps, ACCESS Health India can leverage the Ayushman Bharat Digital Mission to achieve its goals and create a positive impact on the lives of millions of Indians.

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Case Description

While India had made significant progress against diseases like polio and tetanus, the pandemic revealed marked differences in COVID-related illness and death among the country's most vulnerable. Urban-rural and other societal divides added to long-time disparities in access to health care, and public resources could be overwhelmed. Could a new national health plan and digital health mission allow India to innovate on health care, with the goal of creating high-quality affordable health care for all? This case explores a multi-stakeholder, collaborative approach to understanding and leveraging new technologies that could integrate a complex, fragmented health care system. This ambitious effort would involve harnessing mobile technologies and expanding broadband access to provide critical digital health solutions for India's large rural population. And this effort would capitalize on best practices and lessons elsewhere in the digital health ecosystem-allowing India to leapfrog the shortcomings of national health information systems that had emerged elsewhere in the world.

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