GE Healthcare is taking the services of start-ups to scale up its business, expand distribution network and reach tier II, III and IV cities.
GE Healthcare has funded the start-up GenWork Health started by ex-GE Healthcare employees S Ganesh Prasad, Balaji and Kiran Thadimarri along with RR Balaji and 60 employees of GE’s distribution service business, who have joined the start-up. GenWorks will be a dedicated channel to take their products beyond top metros to over 700 towns and cities, Milan Rao, president and CEO of GE Healthcare, South Asia, said.
GenWorks had commenced operations and started registering its presence in 19 different circles outside metros and 55 large clusters. “Nobody should be travelling more than 100 km to access these facilities,” Rao said. Traditionally, the medical equipment business has had a B2B focus and restricted to big cities, but now there is need for a B2B2C focus and look at nursing homes and small hospital, he said. GenWorks has started with 150 strong team and it will look at expanding reach to 450 towns soon. GE has not disclosed the sum invested in to this company.
In addition to funding this company, GE Healthcare is concurrently addressing the need for trained personnel to run these machines in far-flung corners. Rao said they have created a healthcare education business which will help develop new skill and upgrade skills of existing doctors and technicians. “There are no technicians available in tier III towns so we are looking at ways to source manpower from these cities and towns and train them so that they will go back and work there. We have tied up with multiple partners in Delhi and Mumbai for this,” Rao said.