Effective Marketing and Corporate Governance Contribute to Entrepreneurial Success: Case Study of India's Most Trusted Diagnostics—Healthians. Issue 2 (December 2022)

• Record Type: Journal Article
• Authors: Jain, Akshat; Jain, Prateek
• Is Part Of: Indian journal of corporate governance. Volume 15:Issue 2(2022)
• Page Start: 321
• Page End: 344
• Publication Date: 2022-12
• Subjects: Entrepreneurship -- startup -- strategy -- marketing -- corporate governance; Corporate governance -- Periodicals; Corporate governance; Electronic journals -- Business; Electronic journals -- Industry; Periodicals; 658.4
• DOI: 10.1177/09746862221142332
• Languages: English
• ISSNs: 0974-6862

Abstract

The increased awareness surrounding health is a significant factor contributing to the trend of health awareness. People are showing extra care with changing lifestylesleading to more proactive care toward their health. There was an immense need to fill this gap. The founders of Healthians, India's most trusted diagnostics, sensed this need and converted that into a successful business model. This article analyses Healthians governance and brand strategy making it one of the largest players in the Indian market. The article begins by describing the initial journey of Healthians and its founder. The article also highlights the financial strategy of the company along with the funding details. The industry analysis had also been done along with an analysis of major players in the diagnostic industry, followed by a discussion on the expansion strategy of the company. The business model, corporate governance, and marketing strategy of the company have been discussed in detail, followed by the brand strategy, in order to derive useful learning from the journey of this company. Adequate discussion on the products of the company had been done, along with the mentioning opportunities waiting to be explored by the company. With the highest competitive and volatile market of the healthcare industry, this company ensures that the highest standards in corporate governance and business ethics are being followed in the company. The article concludes with some dilemmas being faced by the company which may decide its future course of action and the various alternatives available to the company.