Care Now, Pay Later: MedRabbits' Innovative Approach to Affordable Home Healthcare
By Arunima Rajan
Home healthcare services are often unaffordable for majority of Indians. In an interview with Arunima Rajan, Amol R Deshmukh CEO and Founder of MedRabbits, talks about Care Now, Pay Later (CNPL) option of the company, which offers financial flexibility with zero percent interest EMIs for the customers.
What was the original problem you set out to solve when you started, and how has the vision evolved over time?
MedRabbits Healthcare was founded to provide organized, technology-driven home healthcare services, inspired by the challenges I faced during my father’s illness in 2017. We identified a need for reliable home care, structured healthcare jobs, and greater market transparency. Our mission is to simplify and improve healthcare accessibility.
Since our launch, we have expanded to Mumbai, Pune, and Chennai, with plans to grow further. We have introduced the Care Now, Pay Later (CNPL) option, offering financial flexibility, and continue to prioritize high-quality, tech-driven, personalized care to meet evolving client needs.
The services offered encompass a broad spectrum of healthcare needs, including the review and booking of nurses, paramedics, diagnostic procedures, ambulances, medical equipment, and specialized care plans for the elderly that cover both preventive and intensive care. The company has also expanded into medical value travel services, catering to the burgeoning medical tourism sector.
We stand out in the evolving healthcare landscape by prioritizing user-friendly technology and customer convenience, with a mission to exceed client expectations. Some of the key differentiators include:
Tech-First Approach: Delivers seamless and efficient service scheduling
Premium Pricing: Ensures a high-quality healthcare experience
User-Friendly Technology: Focuses on enhancing customer convenience and satisfaction
Care Now, Pay Later (CNPL) Model: Provides financial ease with 0% interest EMIs
Through these innovations, we are setting new benchmarks in home healthcare by blending technological advancements with exceptional service quality. We also launched a medical value travel service for international and domestic patients in June 2023, in alignment with the Government’s ‘Heal in India’ initiative.
Healthcare is notoriously resistant to change, especially when it comes to integrating new technologies. What were some of the biggest challenges you faced while convincing stakeholders to trust and adopt the solutions of MedRabbits?
Amol R Deshmukh, CEO and Founder of MedRabbits
The first obstacle we faced when we launched MedRabbits Healthcare was breaking through the firmly rooted reliance on conventional care models. Many stakeholders were reluctant to switch from traditional practices to something more tech-integrated, especially in the in-home care sector. There was a noticeable lack of confidence in technology's ability to provide consistent, high-quality healthcare services.
The biggest challenge was proving that our technology could improve care quality in addition to being convenient. For us, the goal was not just to develop a service but also preserving the interpersonal aspect that patients find important in healthcare. We made significant investments in the education of our caregivers and the construction of strong support networks to allay worries about accessibility, privacy, and safety.
Building trust required work. We maintained open communication with patients, families, and healthcare professionals by presenting data-driven outcomes, providing pilot programs, and setting up environments that welcomed feedback. In the end, we overcame these obstacles and developed solid relationships because of our open communication style and dedication to excellence.
Do you think startups like MedRabbits are improving access to healthcare in tier II/tierIII cities? How do you balance scaling business while maintaining quality and ethics of care?
MedRabbits Healthcare is indeed improving access to healthcare, particularly in Tier II and Tier III cities, where medical infrastructure is often lacking. By offering home healthcare services, we minimize the need for patients to travel to larger cities, which can be expensive and logistically difficult for many families. We bridge the gap between hospital care and home, delivering essential healthcare services right where patients feel most comfortable.
Our strategy is to provide affordable, high-quality healthcare. While home healthcare can seem expensive, we've tailored our services to fit different budgets. Through the utilization of technology, streamlining our processes, and hiring nearby medical experts, we've managed to sustain a cost structure that strikes an ideal balance between affordability and quality care
As we scale, maintaining the quality and ethics of care is non-negotiable. We prioritize delivering value without sacrificing the standard of care. For us, growth means more than just expansion; it also means doing so in a responsible manner, making sure that our care is always patient-centered, reasonably priced, and morally good, no matter what city or neighborhood we serve.
How do you ensure your company remains grounded in real world clinical outcomes rather than hype regarding AI in health?
While AI holds immense potential for the healthcare industry, at MedRabbits Healthcare, we have always placed a significant reliance on observable, practical clinical outcomes. Our integration of technology is intended to enhance and not replace the human element of care. AI is used to increase productivity, assist in clinical decision-making and guarantee more precise and customized treatment regimens. However, we believe that AI alone cannot address the full complexity of healthcare.
To maintain a patient-centered approach, we work closely with medical experts, collecting and evaluating patient data on a regular basis to make sure that any AI-driven intervention results in quantifiable gains in patient outcomes. Our protocols are put through a rigorous testing process and are continuously improved by field input received in real time. This keeps our solutions grounded and in line with how healthcare is delivered. AI is only one of the tools we employ to efficiently accomplish our goals of improving accessibility, patient safety, and quality of treatment.
How do you navigate regulatory hurdles, because in India rules and regulations change every other day?
India's healthcare regulations are constantly changing, and we know how challenging it can be to keep up. At MedRabbits Healthcare, we stay proactive by having a dedicated compliance team that keeps a close eye on federal and state-level updates, ensuring we’re always in line with the latest requirements.
A key part of our strategy is maintaining open communication with regulatory bodies and healthcare associations. These conversations keep us informed about upcoming changes, enabling us to quickly adapt our operations. We also invest in legal and compliance expertise to ensure we fully understand and exceed regulatory requirements.
Adaptability is crucial in this environment. Our flexible operational model allows us to respond to regulatory changes while maintaining high-quality care. We see these challenges as opportunities to strengthen our foundation and raise the bar for safety, ethics, and quality in home healthcare.
How do you handle complexity? Because building a healthcare platform like yours requires cross disciplinary expertise-from AI to medicine to logistics. What's your approach to building a team that can handle such complexity?
Building MedRabbits Healthcare required expertise across multiple domains—from AI and medicine to logistics and patient care. Putting together a multidisciplinary team with a variety of skills that is in sync with its mission and vision was the key to managing this complexity.
Collaboration is the foundation of our strategy for assembling such a group. We bring in experts from healthcare, technology, and operations, and promote a culture of cross-functional teamwork. Every discipline has a unique viewpoint, and we make sure that these viewpoints are balanced to achieve our common objective of providing high-quality, patient-centered home healthcare.
We highly value flexibility and ongoing education. As technology and healthcare evolve, we invest in training and development to ensure our team stays ahead of industry advancements. Ultimately, finding a balance between letting each domain expert take the lead in their specialty and guaranteeing integration across disciplines is key. In this manner, we can successfully manage the inherent challenges of developing a platform while ensuring that our patients receive smooth and efficient medical treatment.
Many companies struggle to retain trust, while scaling up. How do you retain core values while expanding your footprint?
As we scale, retaining the trust we've built with our patients and partners is a key challenge, especially in healthcare. At MedRabbits Healthcare, we remain unwavering in our core values—high-quality care, compassion, and responsibility, no matter how quickly we expand.
By ingraining these principles into the way we operate, we make sure they always serve as the foundation for everything we do. The same values that shaped MedRabbits Healthcare from the start underpin every new site, program, and team we build. We also prioritize transparency to preserve confidence amid our fast growth. We maintain clear communication with patients and stakeholders, actively seeking feedback to stay accountable and continuously improve patient care.
Additionally, we believe that strong leadership is key to upholding our values. As we continue to grow, we stay actively involved in guiding the company, ensuring every decision reflects our commitment to delivering reliable, ethical, and high-quality home healthcare.
Where do you see the most untapped opportunity for tech driven interventions in Indian healthcare?
Tech-driven interventions in Indian healthcare have tremendous untapped potential, particularly for enhancing accessibility and personalized care in underserved areas. While there have been advancements in diagnostics, telemedicine, and hospital management, significant opportunities remain in preventive healthcare, remote monitoring, and home-based care. These areas are essential for meeting the diverse healthcare needs of India’s large population.
A crucial focus is using AI and IoT for continuous monitoring of patients with chronic diseases. With the rise of lifestyle-related conditions like diabetes and heart disease, technology can empower patients to manage their health from home. Sharing real-time data with healthcare providers allows for timely interventions, which can reduce hospital readmissions and improve overall health outcomes.
Another promising area is remote healthcare. Technology can bridge the healthcare professional deficit in Tier II and Tier III cities and rural areas by delivering high-quality treatment closer to these communities. Mobile health platforms, AI-driven diagnostics, and teleconsultation services can significantly impact community-level care.
At MedRabbits Healthcare, we constantly seek ways to tap into this potential, aiming to make home healthcare more efficient and affordable. Our goal is to ensure that even those in the most remote areas can access the care they need.
What are long term implications of tech-healthcare convergence, not just for businesses like yours but for patients and society at large?
The convergence of technology and healthcare is reshaping the landscape for patients and society. We are experiencing a revolution where technology not only changes how healthcare is delivered but also how it is accessed and managed.
For patients, this means healthcare will become more accessible, personalized, and proactive. Innovations like AI, machine learning, and wearable devices allow for continuous monitoring and early detection of health issues, enabling real-time interventions before conditions worsen. This shift from reactive to preventive care empowers individuals to take charge of their health while providing the convenience of receiving high-quality care at home, reducing pressure on hospitals.
On a broader societal level, the impact is even more significant. As technology enhances healthcare delivery, especially in underserved and rural areas, access to quality care improves, helping to close the healthcare inequality gap. In the long run, tech-driven solutions can also lower costs by preventing expensive treatments and hospitalizations through early intervention and efficient resource management.
However, as technology and healthcare become more intertwined, we must prioritize patient privacy, data security, and the ethical use of innovations like AI. Transparency and trust will be vital for businesses to succeed in this evolving landscape.
What's your take on platform-based healthcare models? Is it the future of healthcare? Are there limitations?
Platform-based healthcare models are poised to play a crucial role in the future of healthcare. By centralizing patient data and streamlining provider services, these models can revolutionize healthcare delivery. They unite various stakeholders—insurers, pharmacists, and patients—under one digital platform, improving coordination, accessibility, and transparency.
One major advantage of platform-based healthcare is its scalability, which helps democratize access to care. In a country like India, where healthcare infrastructure is often overwhelmed, these models enable patients to connect with providers, access home healthcare services, and receive prescriptions—all from the comfort of their homes. This reduces fragmentation and enhances the patient experience by providing seamless, integrated care.
However, challenges remain. Ensuring inclusivity is tough, particularly in rural and developing areas where internet access and digital literacy are limited. Moreover, while platforms improve care delivery, they can’t replace the essential human touch, especially in home healthcare, where compassion and personal interaction are vital.
Privacy and data security are also significant concerns. As platforms gather large amounts of sensitive health data, safeguarding this information is crucial. While platform-based models are likely to shape the future of healthcare, they must evolve to address these challenges, blending technology with personalized care for the best outcomes.