Release date: 2017-02-28
Two founders Vivek Madappa (left) and Devaiah Mapangada (right)
The dental clinic in the suitcase developed by Indian dental startup MobiDent allows users to experience dental care without leaving their homes, and greatly reduces the cost of oral hygiene and dental care.
In India, 30,000 dentists who graduate from dental colleges each year face difficulties in finding a job. Most people later had to work on aged care and related practices with monthly incomes as low as 5,000 rupees. In some cases, dentists even leave their own business and join the BPO (Business Process Outsourcing) organization because it can earn more money to support their families.
Although the World Health Organization recommends dental examinations for children every six months, adults need to do it once a year, but the report shows that only 5% to 10% of the Indian population goes to the dentist for inspection. There are many reasons for this, such as lack of awareness of preventive care, painful medical experience, high costs, and time costs. In addition, the proportion of urban dentists in India is 1:9,000, while in rural areas it is 1:200,000. Expenditure on the dental equipment and laboratory market is about $90 million per year, making dental treatment a very expensive process in India.
On the one hand, the employment of dentists is difficult. On the one hand, there is a lack of patient education in the Indian market. Obviously, the lack of a good aggregator in the dental field has changed the status quo. Therefore, companies like MobiDent are urgently required to enter the healthcare market, making it cheaper to see a doctor and making the process more efficient.
In 2011, continuous successful entrepreneur Vivek Madappa and dentist Dr. Devaiah co-founded MobiDent, headquartered in Bangalore. MobiDent launched the "Dental clinic in a suitcase" to provide users with cheap dental home care services, creating a new model of dental care.
"Dental clinic in a suitcase"
The concept of “dental clinic in a suitcase†was first proposed by Vivek. Speaking of the idea of ​​starting a business, he said: "India is a land of paradox, with the most intensive young talents in the world. They have ideas, attitudes and execution, but infrastructure and services are not in India. It is very perfect, especially the quality of medical care. Although there are many doctors in India, only 10% of dental care in India is conditional. If you want to enjoy dental services, you need destructive innovation."
Another founder, Dr. Devaiah, has been in the private profession for 25 years and has always advocated “moving dental servicesâ€. It is not limited to traditional clinics and has to break the border. So from the end of 2011 to 2013, he built a fully equipped mobile van and drove it to the IT campus. After six months of operation, he wanted to expand his business.
Dr. Devaiah opened a clinic on Brigade Road in downtown Bangalore as early as 1991. He once tried a home visit to a simple dental operation in the residential area of ​​Richmond, and found that a large number of older people need care. In 2000, he participated in a two-year specialist aged care course in Switzerland. At the end of the course, professors at the University of Zurich urged him to adapt the knowledge he had learned to India.
Until 2007, when a patient spent four hours arriving at his clinic, the blocked traffic wasted a lot of time for the patient to see a doctor. Dr. Devaiah seriously considered whether he could provide dental care in the patient's home or office for the first time. A survey found that seniors, busy technicians and parents with young children are in great demand.
In 2011, he purchased the chassis of a six-wheeled bus, built a clinic with two traditional dentist chairs, and took it to schools, technology parks and residential areas. He even took a heavy-duty vehicle driver's license so that he could drive the bus himself. On one occasion, when his “dentist bus†was parked near a large office building, 600 people expressed interest, but only 12 people came to the bus. He found that many people do not want to go down the office building, but also have to go a long way. So building a portable dental kit into the home and office, not just a mobile clinic, is on the agenda.
The dental kit from MobiDent costs a minimum of Rs 75,000
In 2013, he contacted the entrepreneur Vivek and had established four companies before. In addition to MobiDent, another company Vivek is currently operating is Humming Bird, which provides business travel services for large companies. After hearing Dev's suggestion, the two can take a shot. Vivek immediately gave a correct idea to expand the business, and they had to make the dental solution portable, not just mobile.
Now they both did it. The ultimate solution is to design a portable dental clinic with a portable collapsible lightweight dental chair of only 12 kg. The MobiDent kit can be carried and transported anywhere, including using Uber. According to Vivek, the kit costs at a minimum of Rs 75,000 ($104), unlike a dental clinic, which costs close to Rs 120,000.
This dental kit is not only sturdy, it can accommodate a patient, but it also requires a drill bit and other small tools that are convenient to carry the compressor. The first to use a lightweight steel foldable tiltable frame weighs about 25 kg. After replacing the solid rod with a hollow rod, the weight is reduced to 12 kg. The next version will halve the weight by using carbon fiber instead of steel.
Currently, MobiDent's business model has been implemented in three vertical areas: home, business and medical chains, which are concentrated in major cities such as Bangalore, Mysore, Pune and Ahmedabad. By the end of 2016, MobiDent has provided dental care services to 44,000 users in more than 400 companies, and has established partnerships with 19 hospitals to serve more than 250 families.
Strategic trilogy
In July 2014, MobiDent officially began its ambitious expansion journey. Initially there were only four doctors and two units, mainly for corporate clients, while the founders used their respective network resources to set up a free dental checkout camp.
Vivek says that on average 80-100 people walk to the camp every day for inspections, and nearly 70-80% of them suffer from a dental problem they don't know. 40% agree to receive treatment. In the past two years, MobiDent has claimed that it has set up inspection camps in nearly 400 companies. There are some big companies in these companies, such as GE, Infosys, IIntel, ITCS and Cognizant.
After a successful partnership with the company, MobiDent began implementing a second strategy in February 2015 to join forces with the hospital. Vivek is very familiar with the hospital situation in India. He said that in most hospitals, dental consultation services are only available in the outpatient department. In addition, they lack facilities to implement practices. Therefore, the company's value proposition for setting up mobile clinics in hospitals has been recognized by hospitals and has helped the hospitals solve practical problems. In the first month, the company was in Columbia Asia hospitals with an income of more than 300,000 rupees (about 30,787 yuan).
The specific form of cooperation with the hospital is that MobiDent assigns one or two doctors in each hospital to configure the dental kit. Among them, the agreement stipulates that 20% of a patient's treatment fee income is owned by the hospital. Currently, the company has partnered with 19 hospitals in the West India and South India markets, including the Sahyadri Hospital chain in Maharashtra and Rainbow Children's Hospital, as well as seven branches in Columbia Asia Hospital. A total of 19 hospitals contributed 10,000 patients, accounting for a quarter of the total number of MobiDent patients.
Based on the cooperation between enterprises and hospitals. Dev and Vivek have not stopped expanding and expect to discover the New World in business models. In August 2016, the company launched the Family Vertical Service, which is aimed at the entire family. MobiDent launched the Family Dental Protection Plan, a door-to-door service that serves 250 families in just two months.
MobiDent provides home care at home
A program called “Oral Spa†is planned as part of its preventive dental care exam, this time the company offers deep cleaning, general cleaning (plaque and tartar removal) and polishing. For a fee, four to five member families are priced at Rs 2,750 per year, providing two preventive checks. For couples with no children, the same plan costs Rs 1,750, while for a single person, the charge is fixed at Rs 950. If the patient has other serious problems with the teeth, the doctor's service requires an extra charge.
Doctor's appointment
How to make an appointment with a doctor? Customers can make an online appointment through MobiDent's website, or by calling the helpline and by enquiry about the nearest free dental camp. In marketing, the two founders have always insisted on a conservative and temperate style.
In the doctor's choice, Vivek said that only the most experienced doctors can go to the home for treatment. Doctors must complete at least 2,500 procedures, including various dental procedures, to allow them to treat patients at home. A wealth of experience can quickly help diagnose a patient's dental disease type. In addition, it ensures that doctors have good social communication and hospitality, because if a doctor is invited to someone else's room, they have to play the role of a trusted "family doctor." "Prevention is better than cure. Most people only need basic protection, not serious treatment," said Mobident co-founder Vivek Madappa.
In addition, medical results are documented and a copy of the diagnosis is sent to the client via WhatsApp or email.
Why MobiDent will succeed. Vivek lists several reasons. “Since the establishment, we have officially established the service process through our colleges, recruitment and other initiatives. During this time, we tried to make the intangible things tangible.â€
In order to meet the challenge of hiring a large number of dentists. MobiDent has established the MobiDent Academy for Dental Excellence (MADE) to provide the necessary exposure and school experience through the training college. Dentists with more than 5 years of experience focus on structured training in social and communication to build trust with patients and their families. Only three to five years of experienced doctors, through training, each doctor can do nearly 50 dental examinations per day. The company pays the trainee doctor monthly between 30,000-35,000 rupees.
Appointment of doctors on-site service
“Home dental care is very complicated, so we spent a lot of time on recruiting and training dentists. Only dentists have passed the psychological test and have more than 3 years of experience, checking more than 2,000 patients and 2,500 program certifications. Can be a family dentist," Vivek said.
MobiDent also has a proprietary digital platform on the back end that provides technical support to the company. It provides real-time analysis that controls processes from CRM, patient history, logistics management to billing, inventory, and finance. Although the company has only three people (except doctors), the efficiency is always high, mainly because the complete operation is supported by a strong technical backend.
a few pretty numbers
As of November 2016, the number of on-site dentists on the MobiDent platform has reached 33. “The challenge of creating a new industry is to find people who can work in the new ecosystem. Doctors are used to working in clinics or hospitals, and on-site services are not yet familiar.â€
When it comes to challenges and talent, Vivek said. “In order for the dentists on the platform to perform best, they need knowledge and skills to build trust with consumers who are at home. This is our first choice to overcome.â€
The company's immediate goal is to train 1,000 dental hygienists by hiring 3,000 dentists, 20 top towns in 2017, and MobiDent services in 200 towns in India by 2020.
When it comes to profitability, the numbers are equally impressive. Nearly 2,000 inspections per month, of which nearly 1,000 are dental operations. At the time of launch, MobiDent earned Rs 150,000 a month, and today, the average monthly income is Rs 2.1 million. In proportion, 40% of the revenue comes from cooperative companies, and 50%-55% comes from hospitals.
Source: Arterial Network
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