As our Baltic Airlines flight soared into the sky from Charles De Gaulle airport, a rush of emotions enveloped me. The vast expanse of blue above was once a theater of war, where thousands of Focke-Wulf FW-190s, Messerschmitts, Spitfires, Hurricanes, Heinkels, and Dorniers roared, leaving behind tales of valour, despair, and hope. The very thought that I was flying through the same skies where once World War II aircraft had battled gave me goosebumps.
Paris, with its radiant composition of history, had been an unforgettable experience. The catacombs, a haunting reminder of the city’s past, and the majestic tomb of Napoleon had left an indelible mark on my memory. But amidst these historical wonders, one name stood out – Dietrich von Choltitz. The last German general in Paris during the war, he was often referred to as the ‘Savior of Paris’. His act of defiance against Hitler’s orders to destroy the city had not only preserved its beauty but had also inspired the bestseller “Is Paris Burning?” by Dominique Lapierre and Larry Collins. Even three decades later, the hour-to-hour account of the last days of Hitler’s army in Paris, as detailed in the book, remained vivid in my mind.
Our European sojourn had been a mix of history, art, and nature. From the windmills of Kinderdijk in Rotterdam, the world-class museums of Amsterdam, to the mysterious tunnels of Paris, every moment had been a revelation. And now, as we journeyed towards Lithuania, I was filled with anticipation. This was uncharted territory for me, a land of myths and legends.
While many doctors have made it big abroad, this trip held a unique significance for me. Lithuania was not just the 85th country I was visiting, but also a milestone in my professional journey. I was invited to the Baltic ENT Congress as a faculty, a recognition of my expertise while I still reside in India. It was a moment of pride and gratitude, a time to thank the Indians who have elevated the credibility of the healthcare scenario in our homeland.
In the dynamic mosaic of 1983 India, a curious juxtaposition emerged. The average new-born was expected to live just over 55 years (LEB), while a staggering 105 out of every 1,000 infants didn’t see their first birthday (IMR). Mothers faced perilous odds too, with 591 out of every 100,000 succumbing during childbirth (MMR) — a figure alarmingly low even among developing nations. Yet, amidst these sombre statistics, a futuristic spark ignited. This was the result of a visionary named Dr. Pratap C. Reddy, who sowed the seeds of corporate health care in India. He is the founder of Apollo Hospital Enterprises. Against this backdrop of daunting health challenges, India also laid the foundation for medical tourism for modern medicine, turning adversity into opportunity. Probably, India is one of the few countries that made efficient use of the internet, which entered the country a decade later.
Over the years, Apollo has built an unparalleled reputation, earning the trust of both customers and healthcare professionals. With a mission to make international standard healthcare accessible to everyone, Apollo consistently demonstrates its unwavering commitment to excellence. Their forward-looking vision, “Touch a Billion Lives,” underscores their ambition to expand their impact. A standout feature of Apollo is its integrated healthcare system, which places emphasis on expanding digital services, enhancing diagnostic capabilities, and diversifying into consumer goods.
I had the opportunity to analyse the business model of Apollo Hospital Enterprise for our Capstone project. I worked on this with a few batchmates for our senior management course in strategic management at IIM Lucknow. From 2017-2022, their diagnostic segment’s revenue saw a significant surge, growing at a CAGR of 28%. This growth, coupled with their focus on an integrated approach, has led to success in major Indian cities. They are well-positioned to replicate this success in other regions. Apollo’s six distinct qualities have solidified its position in the industry, allowing it to shine as a beacon in the healthcare sector and consistently outperform many competitors.
First, the corporatization of healthcare at Apollo signifies a strategic shift from traditional healthcare paradigms to a more business-centric model. This transformation has allowed Apollo to harness the efficiencies, scalability, and profit-driven strategies typical of corporate entities, ensuring that they remain financially robust and agile in a competitive market.
Second, quality control remains at the heart of Apollo’s operations. In an industry where the margin for error is minuscule, Apollo’s unwavering commitment to excellence ensures that patient safety and satisfaction are paramount. This dedication not only bolsters the trust patients place in the institution but also enhances the hospital’s reputation as a premier healthcare provider.
Third, the modularization of services and billing has been another strategic move by Apollo. By segmenting services into standardized units, the hospital offers tailored care packages, optimizing resource allocation and potentially increasing revenue streams. Concurrently, a modular approach to billing provides clear cost structures for each service, enhancing transparency and potentially boosting patient trust and satisfaction.
Fourth, in the age of rapid technological advancements, Apollo’s proactive technology adoption has set it apart. By integrating cutting-edge medical technologies and innovative solutions, Apollo ensures that it remains at the forefront of medical innovation, offering patients state-of-the-art treatments and care.
Fifth, digitalisation has further solidified Apollo’s position as a leader in the healthcare sector. By embracing the digital revolution, from electronic health records to telemedicine, Apollo has enhanced the patient experience, streamlined administrative processes, and ensured that it remains ahead of the curve in a digitally-driven world.
Lastly, Apollo’s approach to talent tapping underscores its recognition that the true strength of a healthcare institution lies in its people. By attracting, nurturing, and retaining top-tier professionals, Apollo ensures world-class care delivery while fostering a culture of continuous learning and innovation. This focus on human capital ensures that Apollo remains a beacon of excellence in healthcare, setting standards that many rivals aspire to reach. Apollo recognizes the importance of nurturing and retaining talent. Their initiative, the “Chairman’s club,” is designed to identify and groom future leaders.
Overall, Apollo’s balanced scorecard approach offers a multi-dimensional view of its objectives, from financial to learning and growth perspectives. Their goals, ranging from monetizing synergies to ensuring employee skilling, are backed by specific indicators and initiatives, ensuring a structured approach to achieving them.
As the plane descended, the picturesque landscapes of Lithuania came into view. A new chapter was about to begin, and I was ready to embrace the stories, culture, and beauty of this Baltic wonderland. The journey from the war-torn skies of Paris to the serene landscapes of Lithuania was not just a travel between two countries; it was a voyage through time, history, personal milestones, and professional achievements.
Prof. Dr. Prahlada N.B
15 October 2023