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Vision for Life – Redefining Eye Care with a Lifetime Subscription Model
Ankit Sharma and G. K. M. Kothapalli
Chandragupt Institute of Management Patna, India
Volume 20: 2025, pp. 677-692; ABSTRACT
This case explores a bold attempt to reinvent preventive healthcare in India through a lifetime subscription-based eye care model. Rohan Malhotra, an ophthalmologist and secondgeneration practitioner, proposed a disruptive alternative to episodic treatment: a prepaid plan offering regular checkups, full treatment coverage, and patient education. Designed to address late diagnosis and affordability gaps, the model challenged traditional clinical and financial norms. However, as the pilot neared launch, Rohan confronted critical dilemmas—regulatory uncertainty, actuarial risks, ethical concerns around equity, and intergenerational disagreement with his father, a respected doctor rooted in conventional values. The case invites readers to weigh innovation against caution and mission against sustainability, posing a central question: Should Rohan proceed with the launch, delay to address gaps, or redesign the model for broader social inclusion, regulatory compliance, and long-term viability?
Keywords: start-up, business model innovation, entrepreneurship, healthcare marketing, marketing management, services marketing, consumer behaviour.
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