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Anjali Prayag

During a medical emergency, there's panic and one doesn't know where to go. Bangalore-based Anyuta Medinet Ltd promises to direct you to the nearest doctor.

Did you know that nearly 80 per cent of all medical emergencies require only primary care that can well be administered by a local GP? But, ironically, most times people don't have access to a local GP. The patient is then forced to avail treatment at the secondary and tertiary levels. Anyuta Medinet Ltd, a Bangalore-based medical services company, is trying to fill this gap by networking with doctors and providing basic information that can help people take informed medical decisions.

"Anyuta is an independent consortium of members from the medical fraternity which aims to help citizens access `quality healthcare' quickly and efficiently," says G. Krishnamurthy, one of Anyuta's directors. He explains how the system works: "When there's a medical problem — both routine and emergency — patients and their relatives get into a state of panic and have no idea where to go. This is where Anyuta steps in. If the patient is a member, he or she is directed to the nearest local GP or a specialist, depending on the case."

Localisation is the key here. In fact, Anyuta even informs the doctor that the patient is on his or her way and may require emergency care. In the case of a routine problem, Anyuta gets an appointment with the doctor. "Our promise is to simplify healthcare delivery and to be a window to complete healthcare requirements," says Renu Ojha, another director.

An Anyuta membership costs Rs 400 per person and Rs 200 for every additional family member. Within four months, Anyuta has enrolled 90 GPs and 200 specialists in Bangalore. It has 1,500 members and hopes to take the number to 5,000 by the year-end. The system can take up to five lakh members. The doctors, of course, do not pay anything for enrolment.

How does Anyuta verify the doctors' credentials? "We base it on the past services rendered by the doctor." In some cases, patients have recommended `good' doctors. Ojha points out that they enrol individual doctors and not hospitals or polyclinics. Through a feedback mechanism, patients can give their opinion about a particular doctor. "If there are several negative pointers towards a doctor, then we get back to the doctor and clarify it," says Ojha. "We are trying to establish a sustainable relationship between the doctors and the members," she adds.

Early on, Anyuta's board members realised the need for a guiding council of doctors to endorse the concept. This would also help them add more doctors in the network. Therefore, a medical council comprising leading city doctors like Dr Devi Shetty (cardiologist), Dr Bhujang Shetty (heart surgeon), Dr Sudarshan Ballal (nephrologist), Dr Anil Agadi (general surgeon) and Dr Ravindra Shetty (orthopaedic surgeon) has been set up. Anyuta is the brainchild of Dr Ravindra Shetty, who has worked for the National Health Scheme (NHS) in the UK. "These doctors have worked in global systems and are aware of the importance of localising healthcare," says Ojha.

Anyuta is modelled on the NHS in the UK and the Health Maintenance Organisation (HMO) in the US. It has used the NHS model to localise the effort and the HMO model to privatise the project. A business advisory council, with leading citizens as members, oversees the process management and techniques. "In short, they are trying to make it a viable option," says Krishnamurthy.

Anyuta has also set up a 24x7 Solution Centre manned by paramedical staff, who handle medical queries and direct the patient-members to the right place. The centre even calls up members to remind them of appointments. Initially, Anyuta was meant to be an electronic model, but later the founding members opted for the physical system, as they felt that it was important for people to see something to believe it. Members will soon receive smart cards. With one swipe, a doctor can access all information about the patient.

Apart from the most obvious benefit — easy access to basic medical help — members can also avail of discounts at diagnostic labs, pharmacies and tie-ups with resorts and spas. There are also plans for tie-ups with insurance companies. Incidentally, its membership profile is interesting — a mix of 25 to 40-year-olds and those above 60. The younger age group largely comprises newcomers to the city, who find the concept useful. Anyuta is now looking at corporate memberships, especially in the IT/BPO sector, and is finalising plans for setting shop in Mangalore, Mysore and Hubli. Later it hopes to reach Chennai, Hyderabad and Coimbatore.

Picture by G.R.N. Somashekar

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