In the first part of our interaction with Jayadeep Reddy, Founder, eHealth Access, he spoke about their services, partnership with doctor and health related content on their website. In the second part of interaction, he speaks about their mobile strategy, revenue model, corporate model, technology, government projects and the challenges of scaling.
Medianama: How are you using mobile phone to deliver your services?
Reddy: Currently, there is a mobile app and we are in the process of launching an Android app, following which will launch an iPhone and BlackBerry app. Users can access all their consultations and medica records through these apps and we have also integrated a payment gateway to the app.
Ed: At the time of this interview, their mobile app had not been launched. Subsequently, the mobile app was launched.
Medianama: What is the revenue model for your business?
Reddy: Majority of the business is through subscriptions. We have noticed that most of the users initially buy the Rs 99 plan when they sign up for the first time and later upgrade their plans. Besides this, we also white label our services to the B2B segment like Insurance companies.
Medianama: What is the basis for pricing your services?
Reddy: There are two variations in our plans – Patients can either opt for Rs 499 per individual per year (or Rs 999 per family per year) for general physician consultations or opt for an unlimited specialist access plan priced at Rs 2,499 per individual per year (or Rs 6,999 per family per year). We also have a pregnancy plan priced at Rs 2,999 with 12 months access during pregnancy and post pregnancy. We also have pediatricians for mothers to consult for child health services.
Medianama:What is use of your Kiosks? Who is the product targeted at?
Reddy: Our kiosks are targeted at corporate and rural audiences. It is a virtual service that can be set up in an office as well as in rural areas. Through these kiosks, people can get all basic diagnostics like BP, BMI, EGC, among others done. With the results, people can also connect with a doctor in a remote location using this tele-medicine unit.
Medianama: How does the corporate model work?
Reddy: Corporate company buys the kiosk and set it up. Each Kiosk costs Rs 3.5 lakh. In addition to this, we have different pricing models for corporate companies, based on usage. They also pay a premium of Rs 500 per patient.
We also work with insurance companies by providing them white label services as a value addition to its subscribers. Insurance subscribers who want doctor services will be using our services. For this benefit, the insurance companies pay us per patient. The idea is that when the right primary health care is given to subscribers, the cost burden on insurance companies comes down.
In the case of the NGOs however, NGOs will be partly responsible to provide consultation and will also cover the cost.
Medianama: How are you working with the government on providing e-health services?
Reddy: We are presently working with the Andhra Pradesh and Gujarat governments. We had a pilot camp in the Dang district in Gujarat and we will be having another pilot in a tribal location in Andhra Pradesh where health services are inaccessible.
Medianama: How do you monetise this service?
Reddy: There is no existing technology to cater to these rural areas to provide primary health care. Hence, we approached these governments to set up our kiosks. We also hope to talk to NGOs to set up kiosks in other villages.
Medianama: Who provides the doctors for remote consultation in these rural projects?
Reddy: We will be providing the doctors. Besides setting up kiosks, we also provide consultation and medical advice to the patients through our network of 520 doctors. We also have 7 doctors in our location who are available 24×7.
Medianama:How do you market?
Reddy: We mostly market through SEO on the web. We also do limited advertising with small online campaigns. After we get funding, we will look at different strategies of reaching more people.
Medianama: Which are the geographies that you have been getting good response from?
Reddy: Our services are mostly used in the metros with highest number of subscribers from Bangalore and Delhi. Interestingly, we started off in Hyderabad but we see more users from Bangalore. As the Internet penetration goes up , we hope to see more users from Tier II cities in the country.
Medianama: Your business model is not considered scalable by many. What do you have to say about that?
Reddy: 40% of our system is automated with no involvement of the customer care. Going forward, we also intend to automate our specialty services. Automation makes the system scalable and we don’t see any problems in scaling up this automated system. However, to ensure that users are happy, we believe that 10-20% of the system would have to remain under manual control.
Medianama: What are the challenges that you face in scaling this service?
Reddy: The initial challenge was money, however we were able to secure angel investment, due to which the money challenge was handled. Next challenge was technology, since I am not a techie and our growth is through technology. However, one of our investors, Ram Prabhu joined our board as the Technology director, which helped us build the technology.