Problems and Potentials of Mobile Health Service for BOP Market: Bangladesh Perspective

Abstract

I will try to find out the opportunities of a new service in medical sector through mobile phone provided towards the people who are living under the poverty line. I make an effort to identity the problems regarding health services to BOP market through Grameenphone Ltd and to find out possibilities and effectiveness of mobile health services to the remotest parts of the country. I applied several qualitative techniques to c-omplete the research. I have conducted in intense interview with an industry expert to find out problems and opportunities. I have also conducted in-depth interview of consumers (user and non user), doctors, and executive of the target company and temped to complete our qualitative research. I have gone through several research publications, journals, news letters~ online data, and internet to complete our secondary data analysis. By my qualitative research I find out the some triggering factors as such the prospect customer still confused about the reliability factor, then high price tor this service, proper network coverage, 100% valid assurance about the consultation from the doctors still making a lacking the current and future customer's mind Even the message customer has got is not clear enough to take the mobile health service. There are some doctors who still believe that this tele-health service simply a way of taking money from the subscriber of grameenphone. But every coin has two sides and there are some customers and doctors who are visualizing the future benefit and need of mobile health service. So through out this research I can say there will be a big market waiting for the "Mobile Health Service" specially for the BOP market.