Healthcare Corportion bets on ‘Experience Centre’ to boost sales by 20 per cent

With its south base in the city, where it has over 60 customer touchpoints, Midmark launched a first-of-its-kind ‘Experience Centre’.

The Dayton-headquartered Midmark Corporation, with over 100+ years of experience, is a leading provider of medical, dental and veterinary equipment and solutions. Aiming to replicate the success of ‘Apple’ experience stores in the healthcare space, this is the first southern centre for Midmark, which has already established similar centres in Kolkata and Jaipur, says Sumeet Aggarwal, MD, Midmark (India) Pvt Ltd. 

In 2008, the US healthcare major made a strategic investment in the erstwhile Janak Healthcare Private Ltd. Later, in 2014, it completely acquired the privately-held company. 

It operates in four key areas: ICU and Ward Care solutions including hospital beds, mattresses and ancillary furniture; Patient transfer solutions including E&R trolleys, stretchers and wheelchairs; Examination room solutions with their expertise around physician and patient outflow; and operating theatre solutions, he said.  Midmark is launching experience centres for the first time in India. Aggarwal said it was this firm, which had introduced the advanced motorised hospital beds in the domestic market.  It plans to add 14 experience centres, including three more in the south, across India within two months. It takes about Rs 14 lakh to set up a centre, wherein stakeholders can view and decide the purchases that will make the OPD a customer-oriented process. A barrier-free OPD is its USP.

Continuing to use the Janak brand for its products, Midmark is upbeat about the healthcare sector especially since the government has spelt out its vision in the new health policy to add 1.8 million beds in the next decade. It is betting on its new experience centre concept to boost its revenues incrementally by 20 per cent on a year-on-year basis. 

“We are the largest manufacturer of beds in India and have made over a million beds,” says Vijay Gaikwad, GM – Sales, International Business and Marketing. The price points of a hospital bed ranges between Rs 15,000 and Rs 3 lakh, he said. 

The company has been successful in clinching government orders too given its presence in 30 states and UTs. With the newer leadership in states such as Telangana and AP revamping the healthcare infrastructure, the scope for Midmark has magnified.