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Arvind Eye Care Systems: Providing Total Eye Care To The Rural Population

Submitted to: Dr. M. Sivagnanasundaram Submitted by: Harshal Gandhi (12A1HP027)

What should be the objectives of Arvind eye care system? And what implications the

objectives have for rural markets?

Though Arvind Eye Care tried various operations and activities to reach the poor and those people

who really needed these services, they made it successful only for the 10% of the population who

needed eye care. The main motto of Arvind Eye Care was to serve poor blind people with low cost

facilities. So their main task was in identifying the causes that are obstacle to their service process

and try to work out on the issue. The obstacles that they were facing are,

Lack of priority for eye care among the rural population Poor acceptance of eye treatment and eye surgery Lack of awareness

So their primary objective should be to overcome the above stated obstacles and let them know the

importance of eye care and introduce the services provided to them for eye treatment.

Examine the reasons for poor acceptance of eye care services by rural consumers.

The reasons for poor acceptance of eye care services are

Lack of awareness- first of all, rural population is unaware of cause of blindness and theuse of eye care services to restore their vision. Due to time mismatch or lack of

information about the place where these services are provided are also the reasons for

poor acceptance of eye care services.

False notion about surgery- Many people did not know that most of the cases of blindnesscould be cured and corrected. Patients were afraid of surgery, which led to low response

to the eye services organizations effort.

Costs Associated- Most of the rural people also unaware of the costs (trip and food)thatwere borne by the organization.

Family responsibilities, Not interfering with Gods will, Old age Indian population was also prone to blindness as a result of cataracts and diabetes. It was very tough to make people understand importance of eye care treatment as many

people did not know that most of the cases of blindness could be cured.

Many people were afraid of surgery, which led to poor acceptance of eye care services.

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Evaluate the options available to improve the acceptance.

Arvinds approach was to provide eye care services at prices that everyone could afford. It provided

free services to 2/3 of patients by generating revenues from 1/3 of patients. Its culture is designed in

such a way that service personnel were disciplined, accountable and responsive to patients. The

service was not only limited to curable blindness; perhaps it also provided rehabilitation services. Butthere was poor acceptance of eye care services by rural consumers. It was very important to

increase awareness and acceptance of the services.

Various options available to improve acceptance are:

Community outreach program

It educated the people about causes of blindness and how eye care services can restore peoplevision.

It included distribution of handbills and posters, shop hoardings, bus stops, loudspeaker,

announcement on TV, referral through doctors etc.

Apart from this, various intervention strategies were followed. It included four health educations

approaches and two options for economic incentives.

Health approaches:

House-to-house visits by patients who had successfully received cataract surgery whichmotivated people with cataracts to have the surgery.

House to house visits by basic eye health worker, screening camps at central location inthe village.

Campaigns by field worker at weekly marketplaces. People could also volunteer to havetheir eyes examined.

Economic incentives:

Partial incentive: free surgery and free eyeglasses Full incentives: in addition to free surgery and glasses, free transportation to the hospital

and free meals during hospital stay were offered

These approaches didnt help much in creating surgical awareness except for having a villager with

sight restored by cataract operation to promote and educate cataract treatment and with offer of

full economic incentive. When a villager used to convince the rural people that surgery is safe, it

had a better impact than any other approach as rural people would trust villager rather anyone else.

Secondly, villagers were poor; they didnt even have money to go to the hospital. So, full incentive

also a successful campaign to some extent.