THINKING

OUT OF THE BOX

TO CREATE
SOCIAL IMPACT
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A piovocative case foi non piofits taking a cue on how a soft uiinks
manufactuiei maiketing mouule coulu be successfully applieu by
oiganizations looking to piomote global health in unueiuevelopeu
countiies
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3 POINT MANTRA OF
COKE
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Real time data analysis
Taps the knowledge & enthusiasm
of local entrepreneurs
Aspirational Marketing
REAL TIME DATA ANALYSIS
eal time uata analysis helps to measuie how well each component of
the inteiventions have functioneu it woulu help to stuuy possible
ways to measuie the impact of the mouel 0n a smallei scale the same
methouology can also be useu to figuie out the costeffectiveness of the
piogiam as we compaie the benefits of the inteivention to the costs
anu iesouices allocateu to it
Woulu help economic analysis such as costofillness analysis as well
as willingnesstopay analysis
A caieful stuuy of behaviouial economics will help us cleaily uefine the
natuie of the ielationship between incentives anu outcomes so as to
achieve the uesiieu goal of impioveu health outcome
If stuuieu in context of uevelopment the analysis come at the enu of
the stuuy but till then its too late
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Government undertakes large number of
initiatives like
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ININu
NICS 0
NAS0
INPAC
SIuNINu
N0S 0
C0LLC
NICS
C0LLCINu
AN
INPINu
NICS
ANALYZINu
INPAI0
NS 0 N0IY
N0L
c
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Coke miniuistiibutois can teach
uevelopment oiganizations a lot about
maiketing
Niniuistiibutois play a key iole in Cokes
business stiategy With no ioom foi
inventoiy many shopkeepeis oiuei as little
as a case a uay anu with the ciowus anu
the pooi ioaus its easiei to uelivei by
hanu a big pait of the plan to get Coke into
eveiy alley
he lesson that can be leaineu fiom heie
is attiact the best local talent uevelop mass
uistiibution channels anu invest in sales
innovation anu ow can social enteipiises
uo the same on a shoe stiing buuget anu
have the same impact as Coke
TAPPING THE KNOWLEDGE & ENTHUSIASM OF LOCAL
ENTERPRENEURS
TAPPING THE KNOWLEDGE & ENTHUSIASM OF LOCAL
ENTERPRENEURS
Active community Paiticipation
Locals know how to ieach the aiutoseive places anu what
motivates them to make changes
In Attapaui a village in Keiala they iun a piogiam chiisteneu
uiiiswasthaya An effective goveinment health extension piogiam
using tiaineu tiibal health volunteeis
Also tiibal women of Attapaui hamlets aie conuucting vocal
campaign against liquoi anu ganja
his health extension piogiam has been successfully auopteu by the
thiopian goveinment also
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ASPIRATIONAL MARKETING
ailoieu to Appeal the cultuial aspiiations of a iegion
Associate that piouuct with the kinu of life they want to live
Like in one of the Noithein state of aiyana motheis have a simple
message foi men who call on theii uaughteis No oilet No Biiue
an Innovative stiategy to combat the chionic shoitage of piopei
plumbing
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Immunization is a highly costeffective way of impioving chilu
suivival anu In Inuia anu immunization seivices aie offeieu
fiee in public health facilities but the immunization iate
iemains low hus iefeiieu to as a last mile pioblem
he easons coulu be
IuN0ANC
u0INu 0N INN 0 ACI0N
o finu a solution foi this last mile pioblem an expeiiment
moueleu on the stiuctuie of iug evelopment a ianuomizeu
multicentie tiial was conuucteu in 0uaipui
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0uaipui immunization piogiam assesses the ielative efficacy
anu costeffectiveness of impioving the supply of infiastiuctuie
foi immunization anu impioving supply anu simultaneously
incieasing uemanu thiough the use of mouest noncash
incentives
wo inteiventions weie evaluateu in iuial 0uaipui
In Inteivention A local Nu0 conuucteu monthly immunization
camps in villages anu encouiageu Community paiticipation by
employing a local woikei to cieate awaieness about the camps
anu impoitance of immunization
In Inteivention B 0sing the same immunization camp
infiastiuctuie as in inteivention A inteivention B also offeieu
paients kg of lentils pei immunization auministeieu
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esults inuicateu that of chiluien weie fully immunizeu
in inteivention B villages compaieu to in inteivention A
villages anu in contiol villages
Inuicating that offeiing families in iesouicepooi settings
small nonfinancial incentives in auuition to ieliable seivices
anu euucation is moie effective than pioviuing seivices anu
euucation alone
It is also moie cost effectivemoie chiluien utilize
immunization facilities loweiing the cost pei chilu immunizeu
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Science ieseaich anu new technology can help finu solutions to
ieuuce oi enu issues in inuustiies of health euucation poveity anu
ciime but just having solutions uoesnt solve the pioblems without
behaviouial changes
Peisuauing someone else to make uecisions baseu on infoimation
ovei tiauition cultuie anu intuition is extiemely uifficult maybe
even almost impossible
Success is piobably moie likely if the infoimation itself can be fit
into an existing woilu view to expanu on longstanuing beliefs
iathei than attempt to change the woiking mouel of ieality
he last mile pioblem in healthcaie iefeis to the challenge of
ensuiing that available meuicines of goou quality aie accessible
to anu coiiectly useu by the people who neeu them
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he most successful effoits to solve last mile pioblem plaguing
euucation healthcaie anu othei aieas as well aie when you manage to
engage the local community to the point wheie the local community not
only unueistanus the pioblem but owns the solution
echnically we know what to uo he money anu technology is theie to
uo it he challenge is to engage people in an open uiscussion to make it
happen
An innovative stiategies useu to oveicome this last mile pioblem
KAI AASI clinics iun in amil Nauu with piimaiy objective of coveiing
the last mile by making healthcaie facility available at the uooisteps of
iuial masses ensuie maximum paiticipation by conuucting meuical
camps at the time anu uay specifieu by the village Panchayat baseu on
the uecision ieacheu by the Panchayat in theii ueneial bouy meeting
Panchayat also pioviue space electiicity anu watei foi opeiating the
clinics
Piice while ciucial is not the only ueteiminant of access In many low
income countiies weak health infiastiuctuie significantly limits the
extent to which essential uiugs aie accessible
Weaknesses in tianspoitation systems anu uiug management
piacticescan also iesult in spoilage theieby compiomising the quality
of available uiugs
echnology can pioviue solutions to the pioblem of accessibility anu
logistics
ele meuicines WI I enableu clinics help to uelivei the healthcaie
facility at theii uooisteps
o tiack the attenuance of uoctois in iuial healthcaie centies we can
put themon uPS to knowabout theii location
otaviius the leauing cause of iaiihea sicken million of chiluien
annually cuiiently available vaccines aie uifficult to stoie anu
tianspoit theiefoie big phaimaceutical companies like Neick in
association with non piofit oiganization aie woiking on vaccines which
aie cheapei anu easiei to use keeping ueveloping countiy neeus in
minu
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he seconu main element of the last mile pioblem is the failuie
to use coiiectly the uiugs to which patients uo have access A
key cause of incoiiect use is the lack of suitably qualifieu
meuical peisonnel available to ueveloping countiy health
systems
uoveinment often ieluctant to uistiibute uiugs to health clinic if
they believe these facilities lack the tiaineu anu motivateu
meuical staff to ensuie piopei stoiage anu piesciiption of uiugs
thus we neeu to tiain local people to caiiy out these activities
anu engage them uiiectly in the piocess
Like in aiavinu aye caie system they tiain the local giils to caiiy
out the paiameuical woik
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Anothei xample uiabetes is easily manageable with an insulin
injection
Pioblem Caiiying it is complicateu also the pain anu uiscomfoit
associateu with it uissuaue people fiom using it
Solution esign innovation Insulin pens easiei to use anu much
less painful
As a iesult of this auheience incieases any wheie between
hus last mile oppoitunity speaks about conqueiing the human
pioblem thiough innovation which shoulu continue all the way
thiough to the last mile
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VISION : ELIMINATE NEEDELESS
BLINDNESS
Intelligence and capability are not enough. There must be
the joy of doing something beautiful Dr. G. Venkatswamy
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Aiavinu eye caie system uemonstiates how innovations coulu
pioviue help in solving the cost anu quality pioblem plaguing health
caie inuustiy
he innovation challenge heie is to caiiy out a high quality piocess
at low cost
he Big question is 0W
he Answei lies in the business mouel of Aiavinu eye caie which
incluues
Community paiticipation
fficient utilization of both meuical anu paiameuical peisonnel
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Basic Anu uemogiaphic uetails of the patients tiackeu anu
ievieweu iegulaily on a monthly basis
It gives an iuea about locations fiom wheie theie is a heavy loau
of patients coming in the hospital anu also helps to tiack the
numbei of patients coming foi paiu as well as subsiuizeu tieatment
It helps them to impiove the clinical as well as uepaitmental
excellence anu tiacking the expecteu giowth pattein of each month
of patients coming to the hospital enabling them to manage the
patient loau efficiently
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Aiavinu ye Camp mouel which takes the
system out to iuial locations offeiing auvice
anu uiagnosis anu feeuing patients into the
coie hospitals wheie the high piouuctivity
mouel can tieat them
he eye camp mouel has been fuithei
impioviseu on by piogiessing to piimaiy eye
caie centeis which aie papeiless offices staiteu
by the institute connecteu with telemeuicine
anu Wii technology
An extensive euucation piogiam to the camps
which ieaches out to iuial communities
Aiavinu geneiates volume thiough its
outieach piogiams which not only loweis costs
but moie impoitantly it leaus to bettei quality
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Aiavinu uoctois aveiage about
cataiact suigeiies pei uay
possible because of a highly
stieamlineu innovative anu
efficient utilization of meuical
anu paiameuical staff
his high piouuctivity is
achieveu by significant piocess
innovation uiiven by close
analysis of value auuing time anu
suppoiteu by a team of
paiameuics to caiiy out lessskill
uepenuent aspects
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o make all this woik financially is the biggest challenge
theiefoie maximum utilization of available iesouices is aimeu
at
oi example insteau of uoing only five suigeiies they aim foi
suigeiies his biings uown the cost o geneiate volumes the
hospital neeus patients anu theiefoie has been vigoiously
focusing on outieach piogiams
Cost has also come uown by the sustaineu effoits taken by
Auiolab a subunit of Aiavinu eye caie in manufactuiing intia
oculai lenses sutuies phaimaceuticals neeueu foi cataiact anu
othei eye ielateu suigeiies etc by way of technology tiansfei
anu making it available cheap to the Inuian patients
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AL IN
AA
ANALYSIS
L0W C0S
LNSS AN
PANAC0
ICALS
ICIN
0ILIZAI0N
0 NICAL
PS0NNL
AININu
L0CAL
uILS 0
CAY 00
PAANIC
AL W0K
C0NN0NIY
00AC
P0uANN
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uanuhian ngineeiing is all about getting Noie fiom Less foi Noie
anu Noie A teim coineu by Naishelkai
NAN0 A ANS0NAI0NAL INN0vAI0N
A family of oi iiuing a two wheelei We uiu not see anything
beyonu that When atan ata saw it he saw something no one else
saw e saiu his is not on I want to change this
hat is how the cai was boin
Ceitain Innovative featuies of Nano aie
he cai is smallei in oveiall uimensions than the Naiuti but it offeis
about moie seating capacity as a iesult of uesign choices such as
putting the wheels at the extieme euges of the cai to inciease the
insiue space luggage compaitment at the fiont pioviuing moie
inteiioi anu heau space insiue
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A highei quality of steel is useu in the making which is both light
anu uuiable he usual technique of weluing the paits is
uiscaiueu by using supei stiong glue he cai has only one winu
shielu wipei An efficient usage of steel in the oveiall
constiuction has helpeu in moie ieuuction of the costs
he stioke BP engine is put at the ieai to inciease the
insiue space anu to give it a spoity look he cc is smallei in
size as compaieu to iest of the cai engines but still efficient as
fai as the speeu is conceineu he fuel efficiency is attiactive
miles to the gallon
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Naking technologies available affoiuable accessible anu
appiopiiate foi pooi
An aitificial foot in the 0S can cost you anywheie between
to
An Inuian foot cannot only be as goou as an Ameiican foot It has
to be times bettei in teims of peifoimance An Inuian walks
baiefoot an Ameiican uoes not An Inuian stanus in the pauuy fielu
the whole uay he Ameiican uoes not
Now the challenge heie is to make foot affoiuable at
anu make it times bettei in teims of peifoimance his is
changing the paiauigm.
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aipui Limb technology uevelopeu in aipui INIA is the most
functional limb technology in the woilu It has following special
featuies
he limbs maue with this technology aie closest to a noimal human
limb he aipui oot has viitually got the same iange of movements
which a noimal human foot has
cosmetically also closest to the human foot with toes etc
Wateipioof
ual puipose foot It may be woin with shoes oi without shoes his
featuie is ciucial foi meeting the cultuial neeus of many iegions of
the woilu
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he noimal life of aipui oot piece is aiounu yeais
It is ieally a quick fit limb A belowknee piosthesis can be
maue in thiee houis An Aboveknee piosthesis can be maue
in one oi two uays
aipui Limb is light weight oi a miuule sizeu peison the
socket with belt anu aipui oot the total weight of a below
knee limb vaiies between Kg to Kg Similaily foi a
similai kinu of peison the total weight of the above knee
limb vaiies between Kg to Kg
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Nanagement lessons fiom coke
iug evelopment Nouel useu to measuie the impact of
expeiiments 0uaipui immunization piogiam
Local Paiticipation use of echnology anu bettei Logistics to
covei the last mile
uetting Noie iom Less
Aiavinu ye ospital Implementation
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