Ivey Publishing
Doc32: Transforming Dental Health Care Through Technology
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Publication Date:
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15 pages (9 pages of text)
Product Type:
Case (Field)
On October 15, 2019, the Doc32 office was celebrating its achievement of month-end revenue goals. Doc32 was an online management and marketing platform for dental health care based in Pune, Maharashtra, India. The company was dedicated to helping its partner dentists find clients and reduce operational costs. The Doc32 platform provided optimized solutions, innovative marketing techniques, and dentistry supplies at a discounted rate. The Doc32 founders were pleased with the online platform’s success to date and saw it as validation of their chosen business model. However, they were wondering how to replicate that success across the entire country. What growth strategies could the new venture adopt to achieve its goals for growth, diversification, product development, market penetration, and market development?
Learning Objective:
This case is suitable for use in graduate-level courses on strategic management and entrepreneurship. It can be useful for understanding strategy formulation by considering market opportunities, and by evaluating an organization’s resources and capabilities. The case provides participants with an opportunity to identify and analyze strategic decisions for expansion and growth of a business. After working through the case and assignment questions, students will be able to
  • understand the various elements of an online software-as-a-service business’s operations;
  • create a coherent strategy for a new start-up entering India’s crowded health care industry; and
  • evaluate the options for growth available to an online platform in the dental health care industry, and set the appropriate criteria for expansion.
General Management/Strategy,  Entrepreneurship,  International
Health Care Services
India, Small, 2019
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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