JAN ELAAJ PROPOSAL

A MODEL OF PRIMARY HEALTHCARE IN URBAN AREAS

JAN ELAAJ HEALTHCARE PRIVATE LIMITED

Title of the Proposal : Affordable and quality primary healthcare to urban population

Submitting Organization : Jan Elaaj Healthcare Pvt Ltd

Registration Number : U85320UP2017PTC094249
Head Office : L-Incubator, Indian Institute of Management Lucknow (I.I.M-L)
Noida Campus, B1, Institutional Area,
Sector 62, Noida – 201307 (U.P) India NCR

Program Site Office : New Delhi

Legal : Promoted and Seed Funded by IIM Lucknow, Noida Campus

Project Promotor : S R Mustafa / Yamini Bhushan Pandey (IIM-L, Noida Campus)

Project Sponsor : IIM-Lucknow, Noida Campus
Project Leader : Asif Khair
: Sanjay Rajak
Project Collaborators : Dr Suman Kapoor, Dr Raja Dutta, Amit Kumar, Tricog
Project Manager : TBD

Advisory Group : Dr M K Bhan, Padma Bhushan

: Prof N K Ganguli, Ex,ICMR
: Prof D Prabhakaran, PHFI
: Prof Akbar, Managing Director, L-Incubator, IIM Lucknow, Noida
Campus

Contact email : asif.khair@janelaaj.clinic / skr@janelaaj.clinic

Contact numbers : 9810600612 / 7838599381
Contact (IIM-Lucknow) : incubator_vp_srm@iiml.ac.in
+91-120-6678525

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 TABLE OF CONTENT

EXECUTIVE SUMMARY .................................................................................................................................. 3

PROBLEM STATEMENT .................................................................................................................................. 5
UNDERLYING CONCEPT ................................................................................................................................. 7
PROPOSED STRATEGY .................................................................................................................................... 8

JAN ELAAJ SERVICES ..................................................................................................................................... 8

PRIMARY HEALTHCARE NETWORK AGGREGATION .......................................................................... 10

JAN ELAAJ HEALTH CHECK UP BOOTH (Screening center) .................................................................... 11

JAN ELAAJ SOLUTIONS FOR PRIMARY CLINICS ................................................................................... 14

FINANCIALS ...................................................................................................................................................... 15

COST STRUCTURE......................................................................................................................................... 15

REVENUE MODEL ......................................................................................................................................... 17

PROJECT MANAGEMENT ............................................................................................................................. 18

PROJECT MILESTONES ................................................................................................................................ 18

PROJECT GOVERNANCE .............................................................................................................................. 18

PROJECT ACTIVITIES ................................................................................................................................... 19

PROJECT OUTCOME MATRIX ..................................................................................................................... 19

CONCLUSION ................................................................................................................................................... 20
ACKNOWLEDGEMENT .................................................................................................................................. 21
ANNEXURE-I ..................................................................................................................................................... 22
ANNEXURE-II ................................................................................................................................................... 23

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EXECUTIVE SUMMARY

The urban population in India is growing rapidly. In a few years, almost half of the India’s population will be
living in urban areas and providing quality healthcare access to them will be a big challenge. Urban health
issues are becoming new impediments for holistic development. A vast majority of diseases reported are self-
limiting by early detection and timely intervention by a qualified medical practitioner. Reports indicate, 85% of
all healthcare needs can be managed effectively at the primary care level. Across the world, we see that
countries which have a strong primary health care system have better health outcomes.”

Urban areas have a greater number of doctors per thousand population as compared to rural areas, yet people
find it difficult to approach them due to lack of awareness, costs, timings, distance and the presence of low cost
unqualified practitioner in large numbers in their neighborhoods. On the other hand, most of the qualified
doctors are underutilized and desirous of seeing patients. There is an urgent need to protect the population from
irrational and hazardous treatment provided by these unqualified practitioners and also need to promote the
qualified and responsible healthcare practitioner(s). Rationalizing clinical health care also reduces costs for the
public health system and makes the system more effective for the same level of expenditure.

Another big challenge is that a large part of the population is not even aware of the symptoms, ailments they
carry in case of non-communicable diseases. Somebody with hypertension, diabetes or thyroid etc. will keep
leading a normal routine until it is too late, leading to fatal / expensive health damaging outcomes. These
account for over 60% of mortality in India, placing them ahead of injuries, communicable diseases, maternal,
prenatal and Nutritional conditions. Periodic screening of primary health parameters will lead to a significant
drop in healthcare expenditure and better quality of life. This comprehensive primary care model envisages the
need for risk assessment, screening, early detection, referral, evidence based assessment/classification and
follow up.

It has also been observed that patients are burdened with branded medicines and clinical tests from unaccredited
pathology / radiology labs. There is a need to promote and create awareness about generic drugs in addition to
branded medicines and accredited pathology labs.

The main objective of Jan Elaaj is to improve the health status of the urban population through improved access
to quality healthcare facilities including outreach services, screening at primary care level, empowerment and
awareness generation to change health actions and health seeking behavior. Jan Elaaj will build a reliable and
credible healthcare network that will ensure affordability and quality by connecting 3 lac healthcare services
providers, benefiting 10 million people in 5 years. This Model will be scaled locally and refined through the
lessons learned and will be made available for use by anyone (Government/Private).

The above findings were compiled by Jan Elaaj as a result of primary and secondary surveys in various
urban/peri-urban localities, focused group discussions with public healthcare professionals etc. The findings

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point of an urgent need to build a trusted network of primary healthcare providers who within a framework
strengthens the urban primary healthcare system. Jan Elaaj will create and enable such a network to improve
access to quality affordable primary care as well as conduct preventive primary health parameter screening,
with the help of its flagship platform, the Jan Elaaj aggregation platform. Subsequently, at a later stage, Jan
Elaaj will enable them with standard treatment protocols/ comprehensive primary health care systems and
Digitization, as needed, to standardize the clinical experience at primary care level (Estimates suggest that
almost 52% of all conditions can be managed at the primary care level).

The impacts of implementation of the Jan Elaaj framework must be done over a period of time. Accurate and
sequential data for planning and evaluation through disease surveillance is essential to this goal. The broader
success factors of the Jan Elaaj model (in 36 month) will include:

- Connecting 1 lac healthcare providers to Jan Elaaj platform

- Connecting 1 million users to Jan Elaaj platform
- Opening 1000 mobile health checkup booths
- Increase appointments in visiting qualified practitioners, accredited services by 25%
- Achieve 25 lac preventive health screening records

Jan Elaaj is a startup, which has piloted the proof of concept in the above space in some areas of South Delhi
with reasonable success. The model has found favors by both healthcare practitioners and patients alike. Jan
Elaaj is incubated and seed funded by IIM Lucknow, Noida campus.

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PROBLEM STATEMENT

Healthcare has grown unsystematically in urban areas in India. When we look at the urban healthcare
infrastructure, we see that cities in India adopted a top down model in which large hospitals were established,
providing primary, secondary, and tertiary care. The system overlooked the needs of people to get quick,
affordable, quality care in their own neighborhoods. The government backed initiatives usually ignored the
private and informal sectors and ran the healthcare system with their own limited resources. The unorganized
primary care in urban areas, is dominated mostly by single practitioner/clinics. This impacts the middle class the
most

In absence of responsible primary health care, diseases are not usually diagnosed in their early stages nor
treated. People had to often visit big hospitals when they could no longer bear the suffering caused by the
disease, thus increasing the load on hospitals and the delay causing serious medical outcomes. This increased
the out of pocket expenses, in many cases, which could have easily been treated at their early stages. Reports
indicate, 44.3% of hospitalizations could have been prevented by more responsible primary health
services and early detection (FICCI Dec 2015, Press Release).

As a country, India has a shortfall of doctors. There is only 1 doctor per 1,700 citizens. This ratio gets further
skewed as the more popular doctors command a big footfall whereas the lesser known doctors are struggling for
patients. Hence, the stakeholders in the healthcare eco-system have the upper edge in the bargaining power and
this causes the cost of healthcare to spiral out of reach for the common people. In many cases,
unregistered/unqualified healthcare practitioners would be the first point of contact – promoting use of irrational
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and unethical medical practices. Scores of clinical testing centers / pathology labs are mushrooming everywhere
topped with collection centers. Most of them don’t follow standard processes. There is an informal system of
passing benefits to doctors/mediators who recommend patients to them, which is borne by the unsuspecting
patients. It is also observed that in most cases, it takes a few hours for the test resports of a patient to be ready
from the time the sample is collected which delays the start of the treatment. Patients are also unaware of
options in medicines which can be cost effective, such as generic medicines. For a country with one of the
highest per capita out-of-pocket expenditures on health, even a modest drop in drug prices will free hundreds of
households from the widespread phenomenon of a medical poverty trap. Medicines account for anything from
50% to 80% of treatment costs. Patients are not sure and often confused "if the healthcare services offered,
meet quality guidelines".

The lower middle class have a challenge in going to healthcare practitioners because of high OOPE while the
middle class don’t have an organized healthcare eco-system that they can trust
India is experiencing a rapid health transition with a rising burden of Non-communicable
diseases (NCDs) in urban areas. Non communicable diseases are complex conditions, associated with multiple
comorbidities and require lifelong care. In India, NCDs contributed to an estimated 61% of all deaths in 2014
(WHO, 2014). Projections indicate that rate will rise to 67% by 2030 (Mohan et al., 2011). Furthermore, NCDs
impact people at younger ages at a higher rate when compared to high-income countries, increasing the healthy
life years lost and the risk of premature death. About 29% of NCD-related deaths in low- and middle-income
countries occur among people under the age of 60, compared to 13% in high-income countries (WHO/UN-
Habitat, 2016). The NCDs have a huge socioeconomic impact due to required long-term treatments, which is
particularly difficult to bear for the urban lower middle income group and can have a negative impact on
poverty alleviation. This directly leads to an increase in the out of pocket expense (OOPE) at the primary care
level.

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UNDERLYING CONCEPT

The current urban primary healthcare system is functioning at sub-optimized levels. This eco-system can be
better tuned to utilize the services of trained medical resources. There is a high proportion of doctors who have
available bandwidth and are struggling to get enough patient footfall even for basic sustenance. These
underworked doctors typically practice in urban settings with a mixed population of lower/middle class incomes
and have the time and desire to see more patients unlike the doctors who have a lucrative healthcare practice in
upscale hospitals. On the contrary, people don’t have adequate information about the doctors who desire to see
more patients, their right cost / qualification / experience etc. They tend to go to the more popular doctors or go
to familiar faces and hence, limit their choices significantly. This leads to increasing their out of pocket expense
towards the healthcare providers and also affects their trust relationship.

Jan Elaaj will ensure that Jan Elaaj users will get the healthcare services from the accredited and affiliated
healthcare providers. Jan Elaaj will also promote and create awareness about the use of generic medicine. Jan
Elaaj will connect and empower healthcare providers to reach out to the users directly through Jan Elaaj
aggregation platform, thus increasing the options of choice/cost available to the users/patients and also making
the qualified medical resource available to them. The healthcare providers include doctors, path labs, radiology
labs, pharmacies, dieticians, nurses, physiotherapists and health checkup centers partners.

To detect Non Communicable Diseases, Jan Elaaj envisages a requirement to change behavior, promote early
detection at the primary care level at much lower costs. These are fundamentals of good primary care. Jan Elaaj
will introduce affordable health checkup booths to facilitate basic vitals check on regular interval. These booths
will be mobile as well as fixed establishments, which can be easily scaled as an “organized” implementation.

The existing doctor/clinics for primary care are in various stages of maturity. Jan Elaaj will enable them with
evidence based assessment and cure practice, low cost clinical diagnostic solution(s), support for capacity
development and community awareness. These will be implemented through a mix of digitization,
classroom/online trainings, QA/QC audits and accreditations. This standardized approach will enable the users
get a much better/standardized experience on affordable/rationalized costs, right quality. This value based
responsible primary healthcare will generate huge volumes in the coming future.

Holistically, a very scalable, low cost model can be created that can be scaled and will focus on preventive
rather than a curative approach.

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PROPOSED STRATEGY

Jan Elaaj will provide affordable and quality healthcare to the urban population by channelizing the existing
urban primary healthcare ecosystem and make it efficient and optimally utilized. The solution lies in bringing
quality primary healthcare affordably to the middle class and cross subsidizing the service to the lower middle
class. To bring an order to this, there are several key components in our strategy.

Firstly, Jan Elaaj will create a trusted network of healthcare providers by connecting and empowering the
existing doctors, pathology labs, radiology labs, pharmacies, physiotherapists, dieticians and nurses enabling
them reach the users directly, without any interference. This network eco-system is called the Jan Elaaj
Aggregation Platform. Both, the healthcare providers and the users are engaged on the same platform.The
platform will also enable home services for the willing providers.
Secondly, Jan Elaaj will promote the underutilized qualified medical practitioners and increase footfalls through
the Jan Elaaj Aggregation Platform. It will empower them to offer their services directly to users.

Jan Elaaj will bulk buy services from the registered healthcare partners of its platform and offer them to its
prime customers at discounted rates

Thirdly, Jan Elaaj will promote and setup 1000+ mobile Jan Elaaj Health Checkup (Screening) Booths, to
screen and detect, highly burdened and significant health problems. It will also setup 100+ fixed Jan Elaaj
health booths which will include some additional clinical tests, doctor’s consultancy etc. at an affordable cost.
Jan Elaaj will provide affordable digital accessibility to vital health records of participants, including their
history, trends etc.

This service will be offered to both, retail as well as corporate customers

Fourthly, Jan Elaaj will enable participating doctor partners with standard treatment guidelines, comprehensive
care guidelines, trainings, certifications, online presence and digitization as needed.

Fifthly, Jan Elaaj will onboard only accredited and affiliated diagnostic labs and chemist on Jan Elaaj platform.
We will also promote the use of generic medicines and will create the awareness in the society.

Sixthly, Jan Elaaj will equip doctors with a digitized diagnostic tool kit which can perform common bio-
chemistry tests, sugar, Hb1Ac, Thyroid, UPT and Hemoglobin. The test results will be available near realtime.

Finally, a remote outreach service through telepresence of a partner doctor with a remote patient will also be
provided to deal with patients who cannot travel or doctors who cannot travel to outreach centres.

JAN ELAAJ SERVICES

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To address the problem statement, Jan Elaaj has conceptualized its offering into two broad segments:

a) Building the Aggregation Network

b) Jan Elaaj Health Checkup Centre
c) Second Opinion
d) Tele-medicine

Building the Aggregation Network: This segment connects and empowers the qualified medical practitioners
such as doctors, pathology test providers, radiology test providers, chemists, physiotherapists, dieticians, nurses
and enables them to offer their services directly to the end users. There are some enablers which the partners get
by default while others are optional. The optional ones will, in due course of time, have to be subscribed.

Jan Elaaj Health Checkup Centre: This segment focusses on the way, the vital and other health parameters
will be measured periodically and preventively. To penetrate and reach the last mile, a mobile model has also
been architected along with the fixed model. Both the models have their own benefits.

Healthcare Partner Services End User Services Health Checkup Second Opinon TeleMedicine

Aggegation Platform A Nurse & technician will man

Mobile Fixed Online / Offline the outreach centre
Blood Pressure Blood Pressure Users can upload :

Connecting Healthcare Service Providers Connecting End Users Nurse writes the symptoms
- Listing - Rental Model - Biochem lab Blood Glucose Blood Glucose a) Prescriptions etc on the digital prescription
- Bulk buy - Co-location - Speciality based search Hb1Ac Hb1Ac b) Investigations
- Co-location - Digital Marketing - Symptoms based search Doctor examines the patient
- Training - Home Service - Discounted Services via videocall and co-relates
- Supply of Consumables - Home Service the symptoms on the
- EMR - Promotes underutilised - Service & Rate transparency Hemoglobin Hemoglobin c) X-Rays / Scans prescription
inventory - Value based care BMI BMI
- Standard Treatment Guidelines Users will get a Doctor completes the
Lungs P test Lungs P test templatised 2nd opinion prescription digitally
Microalbumin Microalbumin
Tests and medicines are
provided on the spot by the
technician based on doctors
ECG prescription
LFT
KFT
Electrolytes
Lipid Profile

The offerings have been designed to provide maximum impact and advantage to all the stakeholders while
making it affordable. This model will provide following benefit to stakeholders:

Advantage to Healthcare Providers Advantage to Jan Elaaj Users/Patient

 Increase in revenue  One stop creditable & affordable healthcare

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  Increase in patient footfall
 Elimination of mediators/Commission agent
 Can create, customize and publish their
services directly to users.
 Jan Elaaj will extend all support to run their
healthcare services
 Enhance their credibility in neighborhood
 Health screening booth will create new way to
generate revenue
services shop, book appointment online/through
call center
 Symptoms based search
 Value based care
 Accessibility to quality care in their neighborhood
on affordable rates
 Basic screening tests health records on your mobile
phone
 Information on next level care, generic drugs, first
aid , emergency service readily available

PRIMARY HEALTHCARE NETWORK AGGREGATION

Jan Elaaj will create a trusted network of healthcare service providers such as doctors, pathology labs, radiology
labs, pharmacies, dieticians, physiotherapists and nurses and connect them directly to the beneficiaries. This
platform will empower the healthcare service providers to offer a host of services including home services and
dynamically customize their offerings and rates according to the market need. This platform will act as a one
stop shop for the primary healthcare needs of the beneficiary. The service orchestration of the service providers
will be taken to the last mile by various channels such as social media campaigns, advertising in the
neighborhood, creating awareness through health camps etc. This will add visibility to the service providers as
well as enable a method of offering discounts.

The aggregation platform is created by using a mix of processes and software. The software comprises of
1) Jan Elaaj Partner App
2) Jan Elaaj User App

Jan Elaaj Partner Application

This App is for the healthcare service providers. The doctors, pathology labs, radiology labs, pharmacies,
nurses, and Jan Elaaj health checkup partners can create their own profiles (qualification, experience, photo,
offerings etc.) on this application. Each healthcare provider can operate from multiple locations at different
times. They can also add the services they are offering (specific to a location), their rates, discounts etc. The
App is quite flexible, user friendly and easy to use. As an example, the discounts can be offered on any given
day at any timeslot by doctors at run time. They can announce their services by just a click and it will start
appearing to users, real time. This is an Android App, available on the Google Play Store.

After the partner has completed their profiles on the App, there will be a physical verification of the provider’s
clinic location, the services offered, and the particulars of the other healthcare partners. Their credentials such
as their registration certificate, qualification etc will be verified online. It is only after this, that they are made
“visible” on the platform.

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Jan Elaaj User Application

This App is for the end users. The healthcare service providers are visible to the end users via this App. The
users will be able to search and see the details of the healthcare practitioners/service providers based on various
parameters such as location, specialty (general physician etc). They can look at the ratings, experience, rates,
discounts etc and make an educated decision and then book an appointment. This is an Android App, available
on the Google Play Store. There is a call center number which is also operational (011-41025512), which will
be later replaced by a toll free number. For those users, who cannot use the smart phone or have difficulties in
doing so, the call center operator will do it on the behalf of users.

As an example, if a user wants to see the doctors in a certain location of a city, they can search based on the
city, location. If they can’t find somebody suitable to them, the search increases the searching radius
automatically and includes more doctors. They can further see what services are being provided by the provider.
Features like symptoms based search will introduced which will map the patient to the doctor which most
closely matches the symptoms entered by the patient to that of the services offered by the doctor.

Available doctors will be given a chance to be seen as compared to overbooked doctors.

Both the Apps are available in English and Hindi. They are currently hosted on the Google cloud in Mumbai.

Annexure I- Illustrated the process to create a trusted network of healthcare service providers.
Annexure-II- Jan Elaaj offerings for partners and Jan Elaaj offerings for Users.

JAN ELAAJ HEALTH CHECK UP BOOTH (Screening center)

Early detection and prevention is the key to handle the NCD’s in its early stages. Screening of health vitals is
not very popular in India. Our behavior towards health is very reactive. This will require a behavioral change
amongst the different sections of society and hence, the approach will have to be persuasive, involving the users
and enablers who have been with the society. It is quite ambitious and challenging to rollout an offering of this
scale and magnitude. The ambition to touch 25 lac users for preventive screening is hitting at the very fabric
which has so far made healthcare reactive rather than proactive/preventive. The messaging, the product, the
benefits, the trust, the scale, the cost savings, the eco-system , the impact, the awareness and the penetration
needed has made Jan Elaaj design this offering into two modes :

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Mobile Health Checkup (screening) booth

Mobile Health checkup screening booths will be planned to locate in such a way that it will serve the users in
their vicinity with fixed timing and dates enabling users to get the services at their convenience. These health
check up booths will measure the vital parameters usually responsible for NCD’s, as indicated by WHO. The
vital health data of the users will be digitally recorded and stored in the Jan Elaaj cloud. They can also track the
trends of their vitals history, normal range, suggestions etc. The users can search for the locations and details of
the mobile booths via the Jan Elaaj User App. The locations will also be available on social media. Each mobile
vital screening booth will be tracked and audited at periodic intervals. The vitals that will be measured are:

1. Blood Pressure Measurement

2. Diabetes (Sugar) Test
3. Weight Measurement
4. Pulse & Oxygen Level
5. BMI
6. Sugar
7. Hb1Ac
8. Hemoglobin
9. Thyroid
10. ECG (Optional)

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Fixed health checkup center

Jan Elaaj will create fixed health checkup screening booths in various locations. The services at these booths
will include those of the mobile vital screening booth and additionally include doctors consultancy, ECG, Rapid
Card Tests, basic blood tests. The users can search for the locations and details of these booths via the Jan Elaaj
User App. The locations will also be available on social media.

1. Doctor Consultancy (affordable)

2. Basic blood test
3. Rapid Test
4. ECG
5. Blood Pressure Measurement
6. Diabetes (Sugar) Test
7. Weight Measurement/BMI
8. Pulse & Oxygen Level
9. Bio-Chemistry Tests
10. Thyroid
11. Urine culture tests
12. Hb1Ac
13. TB
14.

In both the cases, the health booth partner will enter their profile, offerings, rates, and discounts via the Jan
Elaaj Partner App while the users will be able to locate and access their vital health information through the Jan
Elaaj User Application. Given the volumes expected to use this, care has been taken to keep these modules very
light and user friendly. We target to open 100+ fixed health booth and 1000+ mobile health booth by the end of
year 3.

SECOND OPINION

A platform to enable offering second opinion will be created. Users will be able to upload prescriptions,
investigation reports, scans, x-rays etc to the platform.
A pool of virtual doctors will examine the details digitally and talk to the patient via the platform as needed.
An opinion will be generated on the platform and sent to the user digitally.

In due course of time, an AI system will be created which will be able to predict the accuracy/efficacy of the
line of treatment suggested . The second opinion can be divided per speciality with a turnaroundtime (TAT) for
the response.

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DISCOUNTED SERVICE

Jan Elaaj, through its Jan Elaaj aggregation platform, will implement a model, that will enable it to offer
discounted services to its prime users. There will be a minimal subscription fee charged to the patients towards
this service.

JAN ELAAJ SOLUTIONS FOR PRIMARY CLINICS

The Jan Elaaj clinic will provide multiple solutions for the clinics, a one stop affordable shop for the
healthcare providers. Jan Elaaj will provide consulting services, Jan Elaaj EMR platform, affordable vital
screening systems and affordable diagnostics kits, connect with generic medicine vendors, Healthcare
Trainings, certifications, standard treatment guidelines, colocation, assistance to fresher’s (doctors) etc.

1) Digitizing Patient Records (Standard Treatment Guidelines based)

The Jan Elaaj EMR (based on Standard Treatment Guidelines) for clinics will enable standardization of clinics
and assist/record the doctor in writing symptoms, diagnosis, recommending clinical tests, evidence based
assessment and recommending medicines. Each sub-system below can be added on top of the base module. The
base module is the EMR (Electronic Medical Record).

EMR: This Web App will record the patient’s health record from the time the patient
enters the clinic thru exit. It will include: Patient Registration, Vitals Recording,
OPD, Symptoms recording, Clinical Tests, Diagnosis, Medicines and follow-up.

Inventory Management: This Web App will record the inventory / consumables and monitor the overall
inventory of the clinic

Clinical Lab: This Web App will record the patients clinical test data automatically on
submission of the test samples. There is no manual data entry that needs to be done.
This data is integrated with the patient records. This module will include pre-
stitched diagnostic devices

2) Connect to Healthcare Service Provider’s Pool

Jan Elaaj will provide a discussion platform through which healthcare providers can connect to each other. It
would provide numerous benefits to the healthcare providers. For example, new doctors can find a place to start
their clinical practice by connecting to the Jan Elaaj platform (Co-location). Jan Elaaj will manage and
moderate this forum to enable users get maximum benefits.

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3) Promotion of Evidence based cure, Generic Medicine and innovative healthcare point of care devices

The focus is to promote evidence based treatment guidelines (WHO & NHM Guidelines) among the Jan Elaaj
healthcare partners to ensure standardization and quality health.
Jan Elaaj is working with point of care / innovative diagnostic devices. It is integrating these devices along with
the EMR to make low cost tests available to the end users. An opex model is being deliberated with the vendors
to lessen the impact of a one time investment for clinics. A pay per test / reagent is also being worked on.

Jan Elaaj will work with “sick category clinics” and enhance their effectiveness by providing
Training/Certification and implementation of standard treatment guidelines.

4) Remote Delivery of Primary Healthcare – Outreach Program

A model of remote delivery of healthcare service is taking shape. The remote end/outreach service, will be
manned by a nurse who will collect the symptoms etc. The nurse will be equipped with the EMR and the set of
digitally connected diagnostic tool kit as explained above. The doctor will connect to the patient via the EMR
through the videochat (Mobile Telehony / Internet Telephony). The patient and the doctor can see each other
and talk on the videophone. The doctor will write the electronic prescription, tests and medicines. The nurse
will use her integrated system to conduct the tests as well as issue the medicines etc to the patient.

5) Providing IT/HR/Marketing support to Provider

The healthcare partner doctors/clinics don’t have to worry about staff hiring, partnerships, Consulting, increase
in footfall, Marketing and IT support. They should focus on their core competence while Jan Elaaj will support
to create the eco system for their partners.

6) Jan Elaaj Customer Care

This module will enable partners to submit their grievances online. Based on the severity and priority of the
case, a trouble ticket will be generated and sent to the customer care agent, who will then process it to the
satisfaction of the healthcare partner.

FINANCIALS

COST STRUCTURE

Jan Elaaj will start connecting healthcare providers and users on Jan Elaaj aggregation platform. The network
will grow across pan India systematically in about 5 years and will connect 3 lac healthcare providers and 1

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Crore users. For the calculation purpose we have shown the 3 years based calculation. The major cost
components are as below:

1) Application Development (Jan Elaaj Aggregation Platform)

2) Health checkup center setup Cost
3) Healthcare provider acquisition cost
4) Users acquisition cost
5) Operational Cost & Application Management Cost
6) Jan Elaaj EMR software

Product development Cost Year 1 Year 2

1) Vitals recording Platform Development 1,000,000 500,000
2) Jan Elaaj Aggregation Platform development 3,000,000 1,000,000
3) EMR software Development 3,500,000
Total Cost of Product Development 4,000,000 5,000,000

Common Expenditure Year 1 Year 2 Year 3

Operation & Program Management 2,000,000 2,500,000 2,500,000
Wages & Salary 5,000,000 7,000,000 10,000,000
IT & Admin Cost 2,000,000 2,500,000 3,000,000
Sales & Marketing cost 1,500,000 4,000,000 7,000,000
Total operational Cost 10,500,000 16,000,000 22,500,000

Users: 100 K Users: 1000 K Users: 25000 K

Targets to connect Partners: 10 K Partners: 50 K Partners: 200 K
(Users, Partners , Mobile Health booth, Fixed Health Fixed Booth: 10 Fixed Booth: 50 Fixed Booth: 100
booth) Mobile Booth: 100 Mobile Booth: 400 Mobile Booth: 1000

Operational Cost ( as per The Targets) Year 1 Year 2 Year 3

Partner Acquisition Cost 1,500,000 3,500,000 11,000,000
User Acquisition Cost 3,100,000 5,000,000 10,000,000
Jan Elaaj Health center opening cost 1,000,000 5,000,000 10,000,000
Operation & Program Management 2,000,000 2,500,000 2,500,000
Total Cost (as per the target) 7,600,000 16,000,000 33,500,000

FUNDING REQUIRED

The budget have been arrived at after several discussions. It has been designed in a manner to allow funds in
smaller trenches, subject to meeting milestones. In the current structure, there are two phases for the budgetary
funding:
i) Jan Elaaj Platform foundation expenses
ii) The project roll out expenses.
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 Jan Elaaj Eco Users: 100 K Users: 1000 K Users: 25000 K
Targets (Users, Partners , System Setup Cost Partners: 10 K Partners: 50 K Partners: 200 K
Fixed/Moveable Health
(Basic) Fixed Booth: 10 Fixed Booth: 50 Fixed Booth: 100
booth)
Mobile Booth: 100 Mobile Booth: 400 Mobile Booth: 1000
Funding Required INR 60 Lac INR 70 Lac INR 2 Crore INR 3.5 Crore

REVENUE MODEL

The Jan Elaaj revenue model is based on the OPEX model.

Aggregation Platform Jan Elaaj Health booth Jan Elaaj Services (Primary Care)
1. Quarterly/Annual Subscription 1. Revenue from Health checkup 1. EMR software selling
from partner booth
2. Revenue through Advertising 2. Tie up with Big hospitals & Govt. 2. Training/Accreditation etc.
3. Data Monetization 3. Through Advertisement 3. Revenue through other services

Second Opinion : SLA based subscription (tigher SLAs more subs)

Jan Elaaj Prime
Value Added Services (Device rental model)

At this moment, we are only defining all the sources of revenue that the revenue model can bring in. On
completion of this project, we will once again study the revenues, the costs, the pricing methodology, the
margins and re-create a well-defined revenue model that can cater to the size of participants, collaterals etc as
expected. This revenue model will be brought to the Advisory board and discussed in detail before finalizing the
same.

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PROJECT MANAGEMENT

Jan Elaaj Health Checkup center will be initially setup in Delhi-NCR. This activity will be led by a project
manager, supported by the software teams, partners and atleast one leading healthcare training provider. The
learnings of this project along with other parameters will shape a scalable model across the country.Several
health camps, social media campaigns will be conducted, to make the local population aware of the healthcare
options. Features like co-location, discount, services, screening etc. will be promoted by Jan Elaaj.

PROJECT MILESTONES

The Jan Elaaj project encompasses various sub-systems. Each sub-system is essential for the next module/sub-
system and has a dependency built in. Each sub-system will be tracked through milestones, executed by the
project manager. Milestones will includes: Software Products, Aggregating Partners, Vital Health checkup
Booths/ health checkup center (s), vendor management etc.The overall plan is to open approx. 1000 vital health
checkup centers in the country backed by Jan Elaaj over a 3 year period.

PROJECT GOVERNANCE

The operations will be managed through a combination of processes, SOPs, Software(s) and Human Resources
as documented in the Operations Manual. A clear communication plan will establish multiple progress meetings
at various levels periodically (IIM-L, Sponsor and Internal) from project kickoff to project release. A periodic
steering group review meeting will hold the authority for go/no go of each phase. The operations manager
(OPM) will own the operations manual and systematically process the project checklist through completion,
integrating / configuring various software’s needed at every step as per the operations manual. The integration
of software’s are complex and will be owned by the IT team converging to the OPM. Key technical metrics’
such as Effort variance, Schedule Variance, Risk assessment/cost/mitigation with respect to the milestones will
be published and deliberated upon, until project completion. Project learnings shall be documented and changes
to the operations manual based on this shall be incorporated for the next implementation.

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PROJECT ACTIVITIES

We planned and designed the project activities in order to deliver the overall project successfully. We have done
it in sufficient detail to estimate what resources and time will be required to complete it. In order to ensure
continuous improvement of services, it is important that each program undergoes formal, systematized, and
continual assessment.

Software Development Healthcare Partner Connect User Connect & Promotion Set up of Health Booth Human Resources
Jan Elaaj Partner App Onbording of Partner Digital Marketing Set up of Health Booth Project Management
Jan Elaaj User App Physical Verification Door-to-Door Campaign Vendor Management Field Team / Verification Team
EMR development Online verification Healthcamp Inventory Management Call Centre/Support Center
IT Support Center Channel Management NGO Connects Health Record Management IT Support Team
Scheduling
Steps Ja n El a a j Activi ties Dura tion
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
Steps 1 Softwa re devel opment 3
Steps 2 Softwa re Bug Fi xi ng & AT (Pi l ot run) 2
Steps 3 Connect wi th pepol e through s oci a l medi a , Muni cpa l , NGO etc (l oca l i ty) 6
Steps 4 Bui l d up Hea l thca re provi ders Pa rtner Network (Loca l i ty) 6
Steps 5 La unchi ng of ja n el a a j a pp i n l oca tion 2
Steps 6 Conduct s urvey to i dentify the l oca tion for hea l th check up booth 4
Steps 7 Hi ri ng & tra i ni ng of phl ebotomi s t for hea l th check up booth 2
Steps 8 La unchi ng of ja n el a a j a pp hea l th checkup booth 2
Steps 9 Ja n El a a j opera tiona l i n i dentifi ed l oca tion 12
Steps 10 Ma rketing ca mpa i gn for ja n el a a j s ervi ces (Medi a /Di gi tal ) 12
Steps 11 Pa rtner Connect to Ja n El a a j Network (new a ddi tion) 12

Software development will take 4 months and roll- out of Jan Elaaj will start after 7 month of the start of
project.

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PROJECT OUTCOME MATRIX

The Jan Elaaj will plan to achieve five objective in upcoming 36 months, the outcome of the project will get
reviewed periodically and measured qualitatively and quantitatively as well. Outcome management system
need to be evaluated regularly and measuring criteria will get updated accordingly.

CONCLUSION

Jan Elaaj, with its experience in IT systems, tools, processes, strategy , management and its advisory board,
comprising very decorated doctors and professionals in public health, clinical research and hospital
administration, have put together this very strong healthcare model, that will make primary healthcare,
accessible and affordable. Considerable research and surveys, amongst healthcare stakeholders have helped
define the USPs of this model. The key performance indicators will be published periodically and course
corrections done, to ensure that the vision and mission of Jan Elaaj is successfully taken forward.

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ACKNOWLEDGEMENT

Words have never expressed human sentiments

Jan Elaaj wishes to express sincere gratitude to Dr M K Bhan, Padma Bhushan, for his involvement,
leadership, guidance and encouragement in working through this proposal.

His energy, ideas and innovative thinking has significantly steered the course of this proposal.

We also take this opportunity to thank Prof Akbar, MD, L-Incubator, IIM Lucknow, Noida Campus, for his
invaluable suggestions, course corrections and encouragement in helping us give it this shape.

A special token of thanks to all our doctor colleagues, with whom we have brainstormed, held focused group
discussions and conducted proof of concepts at various stages of this journey.

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ANNEXURE-I

The following table illustrates the process to create a trusted network of healthcare service providers:

Process Doctors Pathologist/Radiologists Pharmacy

 Aggregate Doctors on the  Aggregate path lab / radiology  Aggregate pharmacies
App labs on the App on the App
 Verification of Doctors in the  Verification of path lab /  Verification of
platform (Physical through radiology labs (Physical, pharmacies ( affiliation,
Geo Tagging, State medical Registration with State, geo tagging)
Engage Councils etc) Accreditations etc)  Creation of SOPs for
 Creation of SOPs for  Creation of SOPs for verification, Teams for
verification, Teams for verification, Teams for execution execution
execution  Onboarding of Path/ Radiologist
 On Boarding of Doctors on on Jan Elaaj Platform  Onboarding on Jan Elaaj
Jan Elaaj Platform Platform
 Doctors will get the Jan Elaaj  Pathlab / Radiology labs will get  Pharmacies will get the
App to announce multiple the Jan Elaaj App to offer Jan Elaaj App to offer
services to users through the multiple services, packages, tests multiple services and
App through the App discount to end users.
 Doctors can dynamically  Empower pathlab / radiology  Empower pathlab /
change their offerings and labs to create confidence radiology labs to create
Empower
rates / fees / discounts building measures with confidence building
 Doctors could pass on beneficiaries by offering measures with
benefits directly to the users, discounts, standardized / beneficiaries by offering
changes and discount will transparent display of rate cards discounts, customized
start reflecting in users screen for services, home collections. offers and home
real time. Delivery etc
 Jan Elaaj will make available the service providers offerings to Jan Elaaj users through the mobile
app & toll free numbers.
Expand
 Jan Elaaj will streamline and create the Jan Elaaj channel for service providers, so they could offer
their services directly to the end users.

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ANNEXURE-II

Services offered to healthcare partners through Jan Elaaj self-care portal, Partners will use this platform
and offer their services directly to the beneficiaries.
 New Offerings: Jan Elaaj is suggesting new services to their partners, customization of services
is also possible
 Dynamic Self Care portal: Doctors can make updates/changes through their self-care portal, a
helpline would be available to assists partner, if required.
 Creating New Channel for healthcare Services: Jan Elaaj will create the demand in the market
and do promotions as required, Jan Elaaj will be maintain the balance of demand and supply in
primary health care system within the platform /network.
Jan Elaaj
 Notification Portal: Jan Elaaj is providing a messaging service that will connect them to other
offerings to
partners.
Partners
 Colocation: Existing/New practitioners can use the App to get the colocation services from other
partners and vice versa. This services would be very helpful for fresher’s to get the help to start
their practices.
 IT Managed by Jan Elaaj: Partners can plug and play, the whole IT system is managed by Jan
Elaaj.
 Promotion: Jan Elaaj will promote the partners as needed
 Updates on upcoming seminars/conferences and health newsletters

Services offering to end users/Patients with the help of healthcare providers:

 One stop affordable shop for all healthcare needs in your neighborhood: Users can get
access to all discounted healthcare services in their neighborhood.
 Get the maximum discount through Jan Elaaj app/Toll Free: Through Jan Elaaj,
healthcare service providers directly provide services to patients/users. There is no
mediator in between, providers can pass on complete discount to users which will bring
more affordability to users.
 Payment after the service directly to the healthcare providers: There is no advance or
any payment taking place through Jan Elaaj portal, users can book the appointment/services
through Jan Elaaj portal and get the services from providers and pay them directly.
 Home Visits: Doctors could provide home visit services to patients.
 Jan Elaaj Affordable Quota provided by healthcare practitioners: With the help of
doctors Jan Elaaj will create affordable quota for doctor’s consultancy. This will encourage
people to visit doctors more frequently and avoid any health surprises.
 2nd opinion on discounted rates: Doctors will provide special discounted rates for 2 nd
Jan Elaaj offerings to End
opinion, so patients can get validate and get the clarity on their line of treatment.
Users/Patients
 BP, ECG, diabetics, Rapid cards tests on affordable rates through Jan Elaaj vital
recording App: Basic day to day tests for patients on nominal rates for which they should
know the service location and its fixed rates.
 Discounted Path lab tests : Search for path labs / radiology labs, rates, credibility,
experiences, discounts, technology/early diagnostic services (on the spot) offered
 Discounted Medicines/Chemist: Search for chemists, discounts, and accreditation.
Comparative chart based on selected vendors can also be shown
 Information on Next Level Care : An Information base to provide information on funded
programs for next level care through NGO’s and Government schemes
 Information on generic Drugs and uses
 Information on Healthcare and daily health tips
 Information about nearest Big Hospitals
 Information on First aid,
 Information on Emergency Services like Blood Bank, Ambulance etc.

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