A healthcare company with a new message: you’re in charge of your health
Chronic conditions like high blood pressure, diabetes and hypertension are common, but still a black box for many. In India, 60% medicines sold are to people living with chronic conditions. That's a medical system that thrives on pill treatments. Not only are costs crippling, but also administered without attention to lifestyle or behavioural changes that are crucial to living healthily with these conditions.
Two IIT Mumbai alums are changing that. A direct-to-consumer model with a tech backend, zenoHealth's retail stores are committed to bringing better care to neighbourhoods where the healthcare system has let people down. By compulsarily imparting health information, making lifestyle interventions easily accessible and using simple diagnostic tools, zenoHealth has brought a trusting, one-on-one relationship to the big, scary healthcare system – in a manner designed to empower people to take care of their health. It’s a personal and rewarding interaction with your neighbourhood store, not pills from the nearest chemist. The dialogue between the retail staff and customers is authentic and rooted in delivering real value.
“Our biggest challenge is to motivate customers to take charge of their conditions instead of immediately resorting to pills, despite the latter generating more revenue. Customers can see that we are not after their money. 40% of our customers are repeat. This kind of customer relationship is the only way to build value over the long term.”
Knowing customers' conditions, anticipating their future medical needs and exceeding their expectations results in lasting behaviour change rather than dependence on pills per a prescription that inevitably requires continuous, expensive visits to doctors and hospitals – and perhaps most importantly uncomfortable daily life that persist despite the medication.
To do this, zenoHealth is now building an interconnected set of products, services and expertise that will give people greater awareness and control over their physical conditions. And by collecting and analysing data of their interactions with customers, they are forging stronger customer relationships as well as insight into customers' medical trajectories – paving the way for the company to excel at delivering customer intimacy and personalization.
The first wave of healthcare startups in India focused on delivering tech-enabled convenience. We are now seeing the beginnings of an ecosystem that is focused squarely on holistic, preventive healthcare. Alternative systems of medicine are increasingly accepted when delivered in a “branded” environment.
Ultimately zenoHealth wants to make healthcare surprisingly enjoyable – and in doing that help democratise preventative healthcare neighbourhood by neighbourhood.
Chronic patients have no source of reliable information or network to rely on to help them manage their diseases. Doctors are short on time and pharmacies operate like dispensaries, dolling out pills alongside shampoo and mosquito patches. This is where Generico (now ZENOHealth) steps in. They currently runs a network of 40 pharmacies. These pharmacies sell pills but also provide a suite of preventive health services that give patients the solutions to managing their conditions.
In one breath, India is called the ‘pharmacy of the world’; and in the very next, it is the ‘world’s diabetes capital’. This paradox encapsulates the state of Indian healthcare today.
There is a need to balance teams with tastes tactfully keeping technology on top to give a deep insight into a customer’s buyer journey, every mouthful of the way
Food is the only consumer product, where small, local brands have power. We don’t say “the guy at the end of the street makes the best computers". But we routinely say “that Mexican hole-in-the-wall place makes the best tacos ever”. Food is the most differentiated, most personal, most emotional of everything out there (barring your life partner).
At long last, we decided we needed a new name. “Faasos” will remain the brand for our wraps and we will continue to put massive focus behind growing the brand. But we felt the company needed a name that would signify what we were doing as a team instead of being restricted to the name of one of our many brands. So, as of last week and much deliberation, we changed our company name to “Rebel Foods”.
Nua's founders Ravi Ramachandran & Swathi Kulkarni on co-creating a trusted wellness brand through great products, meaningful content and holistic care for women.
Your Product Is Your Business Model. Changes in one impact the other and in the best cases they play off each other.
It’s not the size of the Indian market but the immensity of the aspiration across income levels that businesses need to take into account. Products that deliver aspiration at value bargains is where the game gets exciting.
Flinto is an early learning brand that uses psychologists-backed insights to design products for critical thinking, problem-solving, collaboration and teamwork. In other words, crucial 21st century life skills.