What Marut Setia teaches about AI in marketing

Today they provide tele ECG services in the matter of minutes. So you could be sitting in a tier 4 town in the country with 4G availability and somebody takes your ECG, it gets beamed into a central command station in less than 5 minutes and you have a diagnosis that do you need a thrombolytic or not which is what the golden hour is all about. Marut, how has the healthcare space evolved in India? What are the emerging trends? Let's talk about a couple of them. I think from India as the economy matures we are seeing a huge trend to move from infectious

diseases to NCD burden. So there is acceptance of that, people are working towards it, investing towards it. I think that's one big trend that we see. The second one we see is moving of care providers to tier 2, tier 3 towns. You have a huge saturation in the metro markets, people are competing for the same share. So we do see new hospitals opening up in tier 2, tier 3 markets which will overall help us deliver healthcare. healthcare. When you talk about hospital chains moving to tier 2, tier 3 towns. So the quality of healthcare,

does it remain the same as in the metro or does it? Because those markets are most kind of, they don't have enough paying capability or maybe they don't have that much exposure to the global trend. I won't say paying capability is an issue. I think the challenge and people are investing a lot of money. Right. So the facilities that you are building in tier 2, tier 3 cities actually rival some of the biggest hospitals in the country. Right. The challenge is manpower. Right.

So you don't have the right doctors, nurses, techs operating in that tier 2, tier 3 environment which is what kind of has an impact on patient care. And so how is digital and artificial intelligence now helping you make your products better and probably cater to India better? Now you are collecting this huge amount of data, right, which is telling you how long does a particular kind of patient takes to go through your system. Now you can start building predictive intelligence on top of it.

So now you know that if I have 20 patients in the morning with a kind of therapy requirement, what does it mean for the rest of the hospital staff? How do they need to be catered? How do shifts need to be changed? So all that becomes predictive. So that just adds a huge new layer of efficiency to the hospital system. So you spoke about startups coming and developing apps. So how is that space emerging in India, the healthcare startup space? Yeah. So see, this is a very regulated industry. So while there are a lot of solutions that have been put to the

I suppose, very few have gone up to scale, right? Right. Which is why we have started this whole Edison platform. An idea is one thing. Developing that idea to make sure that it helps the patient and doesn't impact them adversely is a whole another game. Right. So while we do see a lot of ideas, very few have taken scale. TriCog is one example. In 2015, if I am right, we incubated or we worked with TriCog.

And today they provide tele ECG services in the matter of minutes. So you could be sitting in a tier 4 town in the country with 4G availability and somebody takes your ECG. It gets beamed into a central command station in less than five minutes and you have a diagnosis that do you need a thrombolytic or not, which is what the golden hour is all about. You need to know in one hour, do we inject a thrombolytic? Is it a myocardium fraction or not? So yours is completely a B2B portfolio. Yeah. So how do you look at kind of your marketing mix?

To an extent you are right. It is a B2B portfolio, but we forget that it's the same people who are making the decision, right? I mean, yes, there is organization behind it. But if the person who is sitting making the decision believes in your brand ethos, believes in the integrity of your brand and the technology superiority you have, I do think that it creates a huge amount of pull for us for our product.

So we think of brand in two different ways. One is making sure that we provide the best technology for an organization and then also the best experience to the users. So it's a combination of both. I won't say it's one or the other. Where does the Indian healthcare fall short? You have to ask me where does the world healthcare fall short because I don't know if there is a right model anywhere. See, we suffer from multiple issues, right? We don't have enough money from a healthcare system government standpoint.

We don't have enough insurance penetration to cover for that. We don't have enough skilled manpower to cater to the disease burden that we have. Work needs to be done on each of these parameters for us to get to healthcare system that works for us, right? And like I was saying, I don't think there is any model in the world that we can go copy paste. Like we can't spend 17% like US. We can't create a whole NHS like UK. So I love the whole idea of this wellness and what Ayushman Bharat is trying to do.

Don't get into the preventive and cure cycle. Like bubble wrap the whole thing. Be so conscious about your health and you know, have the right habits that you don't even have to enter the healthcare system. That's the only way you'll serve the billion four people. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.