Home is where the real healing process begins

1. Home is where the real
healing process begins
Startups Target Long-Term Healthcare Biz

2. Contd..
Can a hospital be replicated at home with a Fowler
bed, other ICU infrastructure, oxygen and breathing
therapy? Well, it isn’t a remote possibility anymore.
Startups as well as established players in the
healthcare space are targeting specific age groups
who need long term healthcare solutions.
From geriatric care to paediatric support for special
children and oncological support to cancer patients
at home, the clinic has now moved to one’s own
nest.
Consider Apollo Hospitals. This healthcare provider
is looking to ramp up its home healthcare services
under its banner Unique Home HealthCare by first
strengthening its backend.

3. Contd..
“TCS is building our IT platform for home healthcare for
paediatric nursing and physiotherapy for the elderly,”
chairman of Apollo Hospitals Group, Prathap C Reddy, said.
“Worldwide, research has shown that health outcomes are
better for long term care when such intervention is provided
in familiar surroundings and in a timely fashion,” Apollo
Hospitals COO Subbiah Viswanathan said. And, according to
industry estimates, the country’s home healthcare market is
pegged in the Rs 12,000-24,000 crore range.
Home medical care startup Portea Medical, which would
raise additional funds later this year, currently has 35,000
households across India as its clients. Of this, 30% are in the
post-operative category while 40% of customers are older
patients who have some form of chronic medical history.

4. Contd..
Changing lifestyle and demographics are also playing a
part in the home turning into a mini-health centre. For
serial entrepreneur Meena Ganesh and co-founder of
Portea, it was personal experience which endorsed her
belief in long term healthcare assistance. “Some years
ago, when a family member fell sick, my brother and I
took turns to be by his bedside. At the same time, we
had our respective families that needed to be looked
after. There are many others who face a similar
predicament today and hence the growing need for
geriatric assistance,” she said.
Moving forward, Portea is looking to ramp up its offering
for mothers and newborns as well as cancer treatment
back home. “Currently 10% of homes are opting for
mother and child services but we see this rising in fu
ture. Cancer and palliative care will also be a big focus
area for us,” she added.

5. Contd..
Some other startups like the city based India Home Health Care are
looking to take the services (especially in the geriatric segment) to the
next level by adding emotional and other physical support offerings in
addition to pure medical assistance.
The company is looking to train attenders to become cooks as well as
drivers for the elderly and we are looking to introduce such services at
a monthly package of Rs 20,000. “When it comes to our financials, we
don’t go by individual profit or loss of a patient. Rather, we work on
overall gross (40%) and net margins (8%),” founder and director of India
Home Healthcare V Thiyagarajan said.

6. Contd..
India Home Health Care already has a strategic investor Bayada (a US-
based player in the home health care space) which picked up 26% in
2013.
Industry observers also state that in times to come insurers who also
bat for home health solutions especially when it comes to care for
seniors. Currently, 60% of healthcare expenses in India are paid in cash
by patients themselves. “To enhance care continuum and to prevent
readmission especially of seniors to hospitals, insurers would
themselves advocate for such solutions,” Apollo’s Viswanathan said.
This he said would become more predominant as insurers start picking
up a larger pie of the health care expenses.

7. For details and bookings contact:-
Parveen Kumar Chadha… THINK TANK
(Founder and C.E.O of Saxbee Consultants & Other-Mother )
Email :-saxbeeconsultants@gmail.com
Mobile No. +91-9818308353
Address:-First Floor G-20(A), Kirti Nagar, New Delhi India Postal Code-110015