Midtown Medical Centre: Exploring Business Expansion Strategies
Midtown Medical Centre, a family clinic operating two centres in the Indian state of Kerala, provided quality and convenient health care facilities to nearby communities. Founded in 2016 by six young entrepreneurs, the project had grown to two centres by the second year of operation, serving semi-urban and urban patients in the cities of Thrikkakkara and Aluva. In August 2018, the six entrepreneurs were considering expanding to a third centre, but they were unsure how to proceed. They were also unsure about the sustainability of the business model they had adopted for the clinic. They were aware of the importance of attracting new patients and having the appropriate space for the success of any health care clinic. Therefore, the six entrepreneurs were considering revisiting their marketing strategies to make them more effective. Minimol MC is affiliated with Rajagiri College of Social Sciences. Smitha Siji is affiliated with Rajagiri Business School.