A start-up social venture provides emergency medical care in Mumbai, but how can it raise its profile among those who need it most?
A start-up social venture provides emergency medical care in Mumbai, but how can it raise its profile among those who need it most?
THE JEROME CHAZEN CASE SERIES
In 2002, five social entrepreneurs launched Ziqitza Healthcare, a for-profit company based in Mumbai, with the goal of providing accessible, high-quality emergency medical care. The initiative, which became known as Dial 1298 for Ambulance, gained support and a $1.5 million investment from the Acumen Fund. Though 1298 expanded rapidly, it needed a sharper marketing strategy, and in particular, a way of increasing its usage rate among the poorest residents of Mumbai. In this case, students take the perspective of Jane Harmon, a one-year Acumen Fund marketing fellow placed with 1298, who has been asked to develop a strategy for how to improve the service's usage rate within this targeted demographic.
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