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  • September 2022
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Proactive for Her

By: Rembrand Koning and Kairavi Dey
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

Proactive for Her began amid the COVID-19 pandemic, in August 2020 as a digital platform to provide accessible, evidence-based, primary, preventive non-judgmental healthcare services for Indian women, who were often dissuaded from seeking help as premarital sex and menstrual health was considered taboo. From her research and experience, Jacob identified that it was difficult for women to find unbiased and empathetic medical professionals who respected patient autonomy. By May 2022, Proactive was a platform that provided one-on-one teleconsultations, support programs, and webinars for customized treatment. It had reached over 5,000 women and opened its first flagship clinic in Bengaluru. It raised $1.2 million in its seed round in October 2020 and $5.5 million in Series A in January 2022. Proactive experimented with new solutions and products with patient centricity at its core; but, as it prepared for Series B, it had to figure out what business model would allow it to build a sustainable and profitable business that addressed the core issues.

Keywords

Women's Health; Healthcare; India; Start-up; Telehealth; Digital Platforms; Health Care and Treatment; Customer Focus and Relationships; Business Startups; Health Industry; Asia; South Asia; India

Citation

Koning, Rembrand, and Kairavi Dey. "Proactive for Her." Harvard Business School Case 723-351, September 2022.
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About The Author

Rembrand M. Koning

Strategy
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Related Work

    • October 2022
    • Faculty Research

    Proactive For Her Supplement II

    By: Rembrand Koning and Kairavi Dey
    • October 2022
    • Faculty Research

    Proactive for Her Supplement I

    By: Rembrand Koning and Kairavi Dey
Related Work
  • Proactive For Her Supplement II By: Rembrand Koning and Kairavi Dey
  • Proactive for Her Supplement I By: Rembrand Koning and Kairavi Dey
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