Ekohealth : Developing Price

Structures

Submitted by: Group 6

Devender Kumar (017)
Meghna Chauhan (037)
Nainy Jarodia (038)
Pawandeep Pabla (045)
Shalaka Godbole (055)
5C Analysis
Company: Started in 2011 by Dr. Akash Rajpal to eliminate the referral fee
system and ethically bridge the gap between patients and health care provider.

Customer: The company primarily focused on middle-class families, senior

citizens and customers without insurance coverage. Another potential segment
was the corporate sector.

Collaborators: An extensive network of more than 2000 healthcare service

providers like Apollo pharmacy, SRL Laboratories etc.

Competitors: The company faced competition from the hospitals involved in the
cartel of referral fees.

Context: Inorder to facilitate ethical healthcare practices between patients and

health care providers, Dr. Rajpal Started Ekohealth but now they need to revisit
their pricing strategy and charge patients differently.
Problem Statement

As Ekohealth is planning to expand into other metropolitan

cities and tier 2 cities, Dr. Rajpal is considering changes in
pricing strategy such that healthcare is affordable for patients
as well as profitable for Ekohealth.
Alternatives
Ekohealth can keep the
membership fee standard for
all customer segments
irrespective of their age and
savings.
Another approach that can be
taken is to keep membership
fee different for various
segments as per the service
requirements and paying
capacity.
Recommendation

We recommend that Ekohealth should keep constant membership fee

for all customer segments. However, charge them a certain percentage
on their savings so that fee paid can be attributed to the value
received.
Thank You !!