Dial 1298 for Ambulance

Overview, Expansion Plan & Partnership Opportunities

Friday January 30, 2009

HSBC Bank

Joanna Harries, Sweta Mangal, Dial 1298 for Ambulance

Why India needs a high-quality ambulance service?

• The ratio of Road Traffic Accidents in the world is 0.75 accidents for 1000 vehicles while in India it stands at a staggering 16 accidents per 1000 vehicles.

• Heart Disease is the #1 Killer of Indians

• India is one of the World’s most Disaster Prone Areas. Almost 57% of the land is vulnerable to Earthquake, 68% to Drought, 8% Cyclones and 12% to Floods.

• Unfortunately, Man-Made disasters are also an occurrence in India, where emergency aid is needed.

• After an accident occurs, 30% of Indians die due to a delay in transportation or access to timely medical care.Source: MORTH, WHO & World Bank

A Difficult Operating Environment• No Universal Access Number• Few Equipped Ambulances• Lack of Trained Ambulance Personnel• Lack of First Responders• Un-Integrated Resources• 90% of Ambulances in India are Hearse Vans• Response times can be very long• Kickbacks and corruption are a reality in India

• Many Indians do not consider calling an ambulance in an emergency situation – trust is low. Other, less safe options are used such as rickshaws & taxis.

“Dial 1298 for Ambulance”

A project to fill the vacuum in Emergency Medical Service / Transportation in the Indian Healthcare Delivery Channels

Our Vision

To assist in saving human lives by providing a leading network of fully equipped Advanced & Basic Life Support Ambulances in India.

Our Commitment

• To meet international standards for quality in emergency medical service • To be accessible to all persons regardless of income• To be financially self-sustainable

1298 ConceptLaunched formally on May 21st, 2005 with 10 Ambulances in Mumbai

Two types of Ambulances, Advanced & Basic Life SupportA 24 x 7 Control & Dispatch Centre

Life Support Ambulance Service with Driver, Doctor & Helper accessed through the Telephone No. 1298 across all Telecom Networks

• Defibrillator• E. C. G.• Cardiac Monitor• Portable Ventilator• Suction machine• Resuscitation kit• Pulse Oxymeter • Oxygen• Emergency Medicines

On board collapsible trolley stretcher and stair chair. Air-conditioning, mild sound proofing and silicon sealing of joints.

Crew consists of LIHS Trained a doctor, driver and a helper.

Advanced Life SupportAmbulance

World’s Best Ambulance Control Room Software

• ProQA Emergency Medical Dispatcher Software

• Dispatch Life Support on telephone to victim based on internationally accepted protocols

• Trained EMDs (Emergency Medical Dispatchers)

• Computer Aided Dispatch

• Real Time Tracking of Ambulances using GPS

• Radio Trunking between Control Room and Ambulances

Life Institute of Health Sciences (LIHS)

• International Training Center for AHA– BLS, ACLS, PALS, HeartSaver First Aid

• Paramedic Training with New York Presbyterion and Hinduja Hospital

– PGDEMS• Primary Care Paramedic Course with Mumbai

University• Associates of Times Foundation for Times Center for

Disaster Management at Mumbai University• Rated No.1 Training Institute in South Asia by

American Heart Association

• FULL RATES are applicable to patients who go to

Private Hospitals

• SUBSIDIZED RATES applicable to patients who go to

Govt./ Municipal Hospitals

• NO CHARGES for poor patients who go to Govt.

Hospitals/Accident/ Disaster Victims

A Differential Pricing Model

Use CSR Advertising on Ambulances for Additional Financial Support

AdditionalFinancial Support

Success To-Date• A self-sustainable social business

model

• From 10 ambulances in 2005 to 81 today in Mumbai and Kerala

• Feedback from customers is consistently positive (90% satisfaction score, Nov-08)

• Call Growth +66% Apr-Nov 08 vs. 07

• On average 16-20% of calls are free or subsidized

Monthly Call Growth

0

200

400

600

800

1000

1200

Year Total No. of Calls Free / Subsidized Calls

2005 10,763 23 %

2006 14,265 18 %

2007 18,649 19 %

2008 26,886 16 %

1298 Contributions

• During the Mumbai Terror Attacks, thirty 1298 Ambulances actively participated for 72 hours straight, transporting 125 injured to hospitals and released hostages to safety.

– We are proud to have been the first ambulance to respond to this man-made emergency

– All transfers from 26-29 were done free of charge

• Working closely with the BMC’s Disaster Management Center, which operates the No. 108

– Coordination to determine sites that require the most immediate attention

1298 Contributions

• The Kosi River flooded in Aug. 2008, leaving 2.5 million people stranded• Five 1298 ambulances were dispatched to Bihar to aid in the flood relief efforts• Coordination of relief collection in Mumbai with Times Foundation

• Rescue efforts during the Mumbai Train Bomb Blasts in July 2006 when over 700 people were injured & needed immediate medical aid.

• 1298 was Awarded the Godfrey Philip Bravery Award in 2007 for a Social Act of Courage

• Launch of the 1298 Women’s Helpline in partnership with Dr. (Mrs.) Indu Shahani, Sheriff of Mumbai. • Creating a network of aid consisting of over 75 Women’s NGOs • Developed the Women’s Resource Directory

• Provide practical knowledge on the principles of first aid and basic life support

• Conducted by trained LIHS doctors

Program Vision – To empower every Indian to act as a First Responder in the event of medical emergencies by providing them with training in First Aid and Basic Life Support Techniques.Program Mission – 1. Empower the youth to help themselves & those around them in a medical emergency2. To create public awareness about importance of First Aid & of calling an ambulance in a medical emergency3. Training accessible to all in a self-sustainable manner

The First Responder Program

• London Ambulance Service• New York Presbyterian, The

University Hospital of Columbia and Cornell Medical Schools

• Acumen Fund• Harvard Humanitarian Initiative• Confederation of Indian Industry• Times Foundation• AAPI, USA

Long-Term Partnerships

Awards & Recognition

• Godfrey Philips Bravery Award for Social Act of Courage 2007

• Times Foundation Recognition Award for Life Saving Service ’06

• Case Study at:• Harvard Business School• Oxford University Said School • Columbia Business School

Expansion Plan• Successful model in Mumbai & Kerala that we are

now ready to expand• 70 Ambulances in Mumbai by 2010• 1298 will cover the whole of Kerala by 2010• Plans to expand to Top 8 Indian cities by 2013

– Hyderabad– Chennai– Bangalore– Pune– Kolkotta– Delhi– Ahmedabad– Jaipur

In Summary, Why 1298 is Different?

• A Cross-Subsidization model that ensures universal Ambulance access by charging patrons transferred to Private Hospital, which subsidizes patrons transferred to Government Hospitals.

• Free transfer for accident or disaster victims

• A High-Quality Service – benchmarked against the London Ambulance Service which is the one of the World’s Best1298 ensures a quality service…

– 24 x 7 Control & Dispatch Centre on site– Advanced & Basic Life Support Ambulances– Medically trained staff on-board (Doctors on ALS)– Latest equipment on-board– Networked with other Ambulance providers

• A Training Arm run by Life Supporters Institute of Health Sciences (LIHS) responsible for training all our staff

• The First Responder Program which aims to train India’s youth to act as active bystanders in an emergency by teaching First Aid

Partnership OpportunitiesAmbulance Donations Ambulance Donations Mumbai Needs :Total 70Mumbai Needs :Total 70Current 51 (21 ALS and 30 BLS)Current 51 (21 ALS and 30 BLS)Balance 19 (10 ALS and 9 BLS)Balance 19 (10 ALS and 9 BLS)

Advanced Life Support Basic Life Support BLS Ambulance AmountVehicle 317,879

Medical Equipment 65,100

Communication Equipment 16,500

TOTAL 399,479

ALS Ambulance AmountVehicle 634,000

Fabrication 535,700

Medical Equipment 475,200

Patient Carrying Equipments 68,700

Emergency Kit 70,080

Communication Equipment 16,500

TOTAL 1,800,180

Sponsor Benefits

• Association with a growing health service model in India that is a modern, well-respected & professionally run service with a strong social mission.

• Logo on the side of the Ambulance – “Donated By HSBC”

• Strong CSR initiative & business benefits

• Tax deduction through Ambulance Access for All Trust

Thank You