https://dfat.gov.au/geo/india/ies/chapter-8.htmlCASE STUDY:...

https://dfat.gov.au/geo/india/ies/chapter-8.html

CASE STUDY: GLOBAL PATIENT PORTAL: PROVIDING DIGITAL HEALTH SOLUTIONS FOR LOW AND MIDDLE INCOME POPULATIONS

Noting the lack of access to health records and preventative care in India and much of the developing world, Global Patient Portal (GPP) was launched in India in 2015 as a free, online health resource that allows users to build and maintain their own electronic health records; a service designed to expedite the information flow for healthcare professionals and individuals.

Before launching this product, a year and a half of market research was conducted in the north, south, east and west of India. It quickly became evident to GPP that India would not adopt an American style consumer culture like other emerging markets. Instead, CEO Michael Koss underlines the importance of heritage and culture in India, emphasising that those who take the time to understand this, find it a wonderful place to do business. He also shares two key rules on doing business in India:

1. Commit to India and she will commit to you; go often, build relationships and learn how to do business there……We have won awards in India, given speeches around the country and sit in senior positions in industry bodies. However, that all pales in comparison to the strength of the relationships we have built on the ground. Their importance cannot be overstated in whatever success we enjoy.

2. Know your India; it is not a market of 1.3 billion people. However, if you can distil the market down to an actionable group who need your product, then the opportunity is superb.

Mr Koss also underlined the benefit of the State Government business offices in India, the High Commission and Austrade, which can contribute greatly to achieving traction in India by opening opportunities, though he stresses “it is incumbent on the Australians to go back and turn those introductions into meaningful relationships”.

GPP are now seen as leaders in digital health for low and middle income populations. Their team are frequently involved in discussions with government, policy formation and are regular speakers at conferences in India and abroad.