n the Bollywood flick Munnabhai MBBS, Sanjay Dutt didn�t actually cure his patients by dint of his medical expertise; he simply gave them a bear hug... free of cost, of course. Now there is one Dr Munnabhai which promises healthcare services, albeit at a small price. In fact, the Hyderabad-based 24X7 service assures floor rates if the treatment date is booked in advance - it promises discounts of up to 75 per cent and consumers can bid too (for CT Scan, at a floor price of Rs 500, for example).

Says Dr Shantan Reddy, director, Dr Munnabhai, "The concept of Dr Munnabhai is not new per se - it is new to the healthcare industry." Of course, there are budget hotels and apex fares, but healthcare at a discount is certainly new in India. Explaining how the company works, Reddy says, "The company operates on the science of revenue management of perishable services. To elaborate, many perishable services are sold at less than actual price in order to minimise losses. This is a global phenomenon that has entered India in a big way." The healthcare industry too has perishable services/goods such as hospital equipment time, rooms, operation theatres, doctor�s time and so on, and if booked in advance, can minimise wastage.... more