To read the full version of this content please select one of the options below: Choreographing online healthcare kingdom

Roma Puri (Canadian College of Educators, Mississauga, Canada)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 26 November 2015


Subject area

Marketing, Innovation, Strategy, Digital Marketing and E-Business.

Study level/applicability

Master's level and Executive Program.

Case overview

MocDoc is a young Indian online health-care company that has achieved success in early years of establishment, and is looking forward to expand the customer base. The founder, Senthil Peelikkampatti, along with his friends decided to design a service that can bridge the gap between doctor and patients. However, initially, Senthil lost the trust in his idea due to the unacceptance of the idea by health-care experts. It took a little long for the team to gain visibility after launch of the service. Senthil and the team brainstormed to gain recognition online through different techniques of search engine optimization (SEO) and social media networking through Facebook Web site. MocDoc case is designed to stimulate discussion of a broad array of entrepreneurial issues related to online start-ups. In particular, it deals with strategy and marketing of service in the online arena. At the same time, it gives detailed overview of marketing techniques online as fuel to the business. The company is moving under strong leadership skills of CEO but fails to gain momentum in terms of gaining online customers. This case deals with decision-making capabilities to bring more number of registered customers in the online space.

Expected learning outcomes

The expected learning outcomes are as follows: to animate online business environment and challenges faced by virtual enterprises in the cyber space; to illustrate opportunity for students to speculate the start-up business environment; to illustrate opportunity to introduce cloud computing as a viable business option for the health-care industry; to develop understanding among students for designing effective marketing strategy for online business; to identify business opportunities and gaining competitive edge by offering bouquet of services; and to stimulate business environment for understanding innovation and strategy building.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.



The author would like to pay sincere thanks to Mr Senthil Peelikkampatti, CEO, MocDoc for providing the opportunity to explore the strategies behind the creation of an innovative online start-up health-care business.


Puri, R. (2015), " Choreographing online healthcare kingdom", Emerald Emerging Markets Case Studies, Vol. 5 No. 8.



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