LifeSpring Hospitals is a maternal healthcare company in India that serves customers from the bottom 70 of the country's income pyramid. LifeSpring's target customers have low literacy and limited access to mainstream media, place high value on services' proven track record in their home communities, and rely on word-of-mouth for healthcare information and referrals. The company's marketing strategy has focused heavily on sending outreach workers into the communities surrounding its centers. LifeSpring plans to expand its number of hospitals from six in 2009 to 150 in 2012. In this case, students view video interviews with LifeSpring employees, and review advertising pricing and hospital statistics so as to determine what marketing plan LifeSpring can use to continue to reach its target population even as the company expands dramatically.
Columbia Business School: