CARE Hospitals evolved from a cardiac hospital to a chain of multi-specialty tertiary and quaternary care hospitals with 1600 beds in five Indian states that aimed to provide affordable, high quality services to a broad a segment of the country’s population, including lower-income segments.

A hospital’s market positioning amid a changing health sector. The 2011 MIT student team was tasked with identifying opportunities to improve the hospital chain’s marketing practices, given CARE’s growth and evolution and the changing context of healthcare in India. The team conducted extensive external stakeholder interviews, producing a map of CARE’s role in the health delivery value chain and a detailed analysis of its positioning and potential to build on its tradition of serving patients of varied income levels. The team also conducted an internal study that produced recommendations for quantifying operational goals to link to marketing aims. When the GlobalHealth Lab course team checked with CARE Hospitals a year later, the organization had hired a statistician to do more quantitative work for the hospital and was planning to implement of a subset of the students’ marketing recommendations.

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