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Our Entrepreneurial journeyFrom Ideation to a leading fertility brand
July’2017
OUR ENTREPRENEURIAL JOURNEYFROM IDEATION TO A LEADING FERTILITY BRAND
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About Medicover
15000
Caring is what we do
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About Medicover Group- Presence
Medicover is a global healthcare company present in 15 countries across Central and Western Europe Medicover is listed on NASDAQ
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About Medicover Group- Brands
Medicover operates through more than 15 companies worldwide
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Context
Medicover wanted to expand in emerging economies outside Europe with a business plan that had long term potential for growth
Our initial challenge was:• Presenting India as an attractive investment destination compared to
other emerging economies
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INDIA AS AN ATTRACTIVE DESTINATION
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• World’s largest, oldest and continuous civilization
• World’s Largest democracy
• 1.3 Billion population (65% is <35years)
• Second largest English speaking nation
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E
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E
India nominal GDP (US$ bn)
Nominal GDP of India is expected to grow at a CAGR of 13% for the next 5 years
India nominal GDP ($ BN)
₹2014
$1.9 trillion economy
$10.4 trillion economy
2034 The Winning leap
Source: International Monetary Fund, World Economic Outlook Database
Source: PWC – Future of India, The Winning Leap
India Factsheet
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Indian Healthcare is positioned for robust growth
231 MillionMiddle income
1052 MillionLow income
IncomeCategory(Annual,US$)
Environmental Health
Needs
Basic Health Needs
Medically Necessary
Needs
Health Enhancement
Optimal Health
High Income (>$45K )
Middle Income ($10K - $45K)
Low Income(<$10K)
17 MillionHigh income
Ind
ian
he
alth
care
US$
10
0 B
n
Ho
spit
als
US$
71
Bn
Medical devicesUS$9 Bn
Medical Ins.
US$4 Bn
Diagnostics
US$3 Bn
Ph
arm
aU
S$1
3 B
n
Health
care M
arket
2010
CAGR 16%
$60 Bn$68 Bn
$73 Bn$81 Bn
$100 Bn
$160 Bn
$280 Bn
2011 2012 2014 2015 2017E 2020E
Gro
wth
Drive
rs
Others
Insurance coverage
Rising disposable
income
1.6% 1%1.6%
2 %
3.8%
6%
Increased accessibility
Increase in disease burden
Population growthhttp://www.indianchamber.org/sectors/healthcare/healthcare-notes-may-2015/
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FERTILITY:AN EXCITING BUSINESS OPPORTUNITY
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Fertility Rates are declining in India
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0.5
1
1.5
2
2.5
2000 2010 2013
Contributing Factors:
• Changing life style
• Women employment on the rise
• Stress
• Delayed marriages
• Delay in child bearing decision
• Rising male infertility
The 2nd most populated country sees a decline in fertility
~21%
Source : Sample Registration Survey, World Bank
Urban India – Total Fertility Rate
Japan
China
India
Germany
UK
USA
Need for parenthood Importance of social status of parenthood Awareness of fertility problems
Low Average High
Source: “Starting Families” study by Merc Serono and Cardiff Univiersity
Need for parenthood (the importance of having children) is greatest in India and lowest in Japan
Social status of parenthood is more influential in India and China, but is less valued in countries with a high level economic development
Awareness of fertility problems is lowest in India compared to other countries
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India IVF Opportunity
Industry at a Glance
220 mTotal women in
reproductive age
27.5 mInfertile Couples in India
Strong Growth Momentum:
18% CAGR between 2010 and 2015
Only 1%Infertile Couples coming
for evaluation
65,000Couples availing IVF
treatment
100,000IVF Cycles in India in
2015
Strong Growth Momentum and Sharp Demand Supply Gap
Infertile Couples in reproductive age
27.5 million
32.0million
Couples coming for evaluation
2,70,000
7,00,000
65,000
1,90,000
Couples availing IVF treatment
1,00,000
2,80,000
No. of Cycles
Number of infertile couples coming forward for treatment is increasing at 19% and is likely
to reach current levels of mature markets over 5-6 years
3x
IVF market in 2020 at current level of
penetration
2015
2020
500 unorganised clinics
500 organised clinics
500 organised clinics control 75% of the IVF
market
Market share of organised/unorganised clinics
Source : E&Y study
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Context
Once the Medicover team decided to invest in creating an IVF Chain in India, the next set of challenges were:
Defining the “Why”
Attracting clinical and commercial leadership
Successfully establishing a brand
Creating a world-class infrastructure
Clinical and Process Excellence
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Context
Once the Medicover team decided to invest in creating an IVF Chain in India, the next set of challenges were:
Defining the “Why”
Attracting clinical and commercial leadership
Successfully establishing a brand
Creating a world-class infrastructure
Clinical and Process Excellence
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We are committed to achieving superior pregnancy results and consistentlydelivering patient centric fertility treatment.
We will passionately serve childless couples in their journey of parenthood. They arethe reason of our existence and we won't forget that no matter what. We will treatthem as we would treat our own loved ones.
Mutual Trust and Respect will be our pillar in our relationships with employees. Wewill create a merit based organisation and will give our employees equal excitingopportunities to unleash their potential.
We will actively engage in social initiatives to make a positive difference in ourcommunity.
We will ensure we create maximum value for our shareholders and deliversustainable profitable growth to enable us to further invest in talent developmentand clinical excellence.
Our Credo- Defining the Why
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Our Vision
Vision: Sustainable Profitable Growth
Foundation: Built on Trust
Achieved By:Clinical
Excellence
Process
Excellence
Strategic
Marketing
Compassionate
Care
Competent
Talent
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Our Service Philosophy
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The ethical code established by Medicover Fertility at a group level in 2015 has been adopted by Medicover Fertility India since inception.
The Code of Ethics is based on the four main principles existing in modern medicine:
First, do no harm (primum non nocere): Patients' safety and health is the most important value in medicine. Healthcare professionals should always make sure no harm will be caused to patients.
Beneficence: Healthcare professionals should always act in the patient’s best interests, doing all in their power to improve the patients' health situation and their quality of life. They are expected to choose the most suitable and beneficial methods for treatment.
Autonomy: Patients should have the full right to make a free and independent decision when considering medical treatment. Consent to treatment will be sought only on the basis of clear and balanced information provided by the physicians.
Justice: All patients should be treated equally and have a similar access to medical advice, diagnosis and treatment.
STRONG FOCUS ON ETHICS
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OUR CORE VALUES
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Context
Once the Medicover team decided to invest in creating an IVF Chain in India, the next set of challenges were:
Defining the “Why”
Attracting clinical and commercial leadership
Successfully establishing a brand
Creating a world-class infrastructure
Clinical and Process Excellence
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Challenges
• Attracting Talent
• Engaging Talent
• Developing Talent
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Drive Our Business
• Start With the Customer
• Innovate Through Insight
• Be Accountable for Execution
Engage Our People
• Inspire Change
• Ignite Potential & Performance
• Strive for Excellence
Lead By Example
• Do the Right Thing
• Contribute to a Winning Team
• Be Courageous
Defining our leadership behaviours
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Our winning team
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Context
Once the Medicover team decided to invest in creating an IVF Chain in India, the next set of challenges were:
Defining the “Why”
Attracting clinical and commercial leadership
Successfully establishing a brand
Creating a world-class infrastructure
Clinical and Process Excellence
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Brand
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Each Clinic undergoes clinic
audits Vs unregulated
market
Superior pregnancy
results Vs low success rates
Fertility Solutions
Provider Vs IVF Clinics
Technological Leadership Vs
poor infrastructure
We follow Global Quality
and clinical benchmarks Vs
Unorganized sector
Medicover Fertility offers unique experience to its patients with a strong focus on quality and transparency
Defining competitive edge
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Digital Democracy
(Connect with patients and
public at large)
(Medical fraternity,
recruitment and brand
awareness)
(Opinion and
thought leaders)
YouTube
(Patient education and brand
awareness)
We will effectively use social media in the
age of digital democracy where other people will
endorse our brand and services. It aims
to create “Conversation not
only Campaign”
SEOSMO
Google AdWords
Display adsBlogs
Digital Forums
Digital Democracy
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Context
Once the Medicover team decided to invest in creating an IVF Chain in India, the next set of challenges were:
Defining the “Why”
Attracting clinical and commercial leadership
Successfully establishing a brand
Creating a world-class infrastructure
Clinical and Process Excellence
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Clinic Pictures
FERTILITY TREE
MOTHER AND CHILD
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Context
Once the Medicover team decided to invest in creating an IVF Chain in India, the next set of challenges were:
Establishing the “Why”
Creating a Winning team
Creating a brand
Establishing the centers
Clinical and Process Excellence
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“It is a simple thing to make things complex,
but complex to make things simple.”
- Albert Einstein
E=mc²
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Mitigation Initiatives
Maximizing efficiency
Optimization of resources
Strong Legal support team
Consistent team engagement
Secure senior and influential support, through advocacy with govt. bodies
Expand in growing markets for diversification, growth and value enhancement
Implement effective PR and communication strategy
Impact
Like
liho
od
HighLow
Low
High
Delay inOpening of new clinics
AggressiveCompetition
Talent Attrition
Risk Mitigation
Slow PatientRamp-Up
Licensing Issues
Legal and Statutory
issues
Risk Mitigation
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OUTCOME OF OUR EFFORTS
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Snapshot
Jan’16
Company formed in India Mar’16
Opened Corporate Office
Panschsheel Hub Launched
Apr’16
May’16
Noida Clinic Launched
Gurgaon Clinic LaunchedJuly’16
Nov’16Company Launched
Aug’16
Feb’17
Rohini Clinic Launched
Health Start up of the Year
Dwarka Clinic Launched
Dec’16
Apr’17
Jun’17
Medicover Fertility Baby
Rohtak Clinic Launched
Largest FertilitySolution Provider
in Delhi NCR
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Rewards and Recognition
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SOME OF MY LEARNINGS
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My Learnings in a VUCA World
Work Hard and Work Smart…High Level of Endurance is
required to succeed.
Be Humble: Learn from Anyone and Everyone
Stand by your Core Values….they should be time and
context invariant.
Social Entrepreneurship
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Passion for Talent Development.
Networking/Mentor is critical for success.
Manage Energy (Physical, Emotional, Mental and Spiritual) not
Time.
Be a Life long learner
Emotional Agility is important for success
My Learnings in a VUCA World
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Our Entrepreneurial journeyFrom Ideation to a leading fertility brand
July’2017
QUESTIONS?
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