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Arogya Parivar

Arogya Parivar: a social business model to improve health in rural India

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Novartis's mobilization of more than 20,000 volunteer doctors to visit villages, examine patients, and provide medicines as part of its Arogya Parivar ("healthy family") program in India. Harvard Business Review.

"Arogya Parivar, an innovative outreach by Novartis India to rural regions of the world's second most populous nation, has received a prestigious award for "Best long-term rural marketing initiative" from the Rural Marketing Association of India (RMAI). The majority of India's 1.1 billion people live in rural areas." Novartis. 

Combining a  social business model that aims at longevity and scalability, and commercial and social value for patients are key factors!

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The concept of Doctors visiting patients is a non starter for a 'mass market' business model. The model was designed to create the trust among patients through a network of health educators and linking the patients to a network of doctors. The winning proposition for the doctors was 'new aware patients'. patients go to the doctors as they feel more confident of the services and the trust created by Arogya Parivar.