Lean Data Case Study 6

PART 6
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So what
happened to
Ziqitza? Are its
ambulances in
fact reaching
the poor?
2
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3
Rather than send surveyors back to
ambulance pick-up locations, we
built on existing company
operations. This meant leveraging
customer service follow-up calls
Ziqitza conducts with a percentage
of the over half million people who
use the ambulance service each
year. Customers were asked a short
series of additional questions aimed
at helping the company’s leadership
better understand the profile of the
people relying on the service. Each
call took no more than an additional
4 to 5 minutes.
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4
Ziqitza’s call center operators
completed 1,000 customer insight calls
using the PPI tool across the Indian
states of Punjab and Odisha, where
Ziqitza has several hundred ambulances
in operation.
In both states, Ziqitza operates through
public-private partnerships with state
governments that allow emergency
medical transportation to be offered
free of charge. Acumen then validated
five percent of those responses through
in-person interviews to test the accuracy
of the results collected by phone.
Image Credit: Center for Health Market Innovations. All use, reproduction and distribution of this work is subject to a CC-BY-NC-ND license.

5
And what did we find?
The data found that, on average,
76% of Ziqitza’s callers in Punjab
and Odisha live under $2.50 a
day. Upon hearing the findings,
Sweta Mangal, the company’s
CEO, remarked proudly that this
was the first time the company
had ever “known for sure” that it
was meeting its social mission.
The results are affirming both for
Ziqitza and for the state
governments that support the
service.

6
The surveyed group was
found to be poorer than state
averages across the regions
we studied except rural
Odisha where the population
the company is serving is
about 10% less poor than the
regional average. There,
Ziqitza is in the process of
expanding its ambulances to
reach poorer districts.

7
We also found that Ziqitza
is having a disproportionate
impact on women. In
Punjab, poverty levels of
female patients were higher
than that of their male
counterparts. In the
random sample selected, of
total medical complaints
registered, 43 percent of
cases were related to
pregnancies or maternal
and child health.

8Image Credit: Center for Health Market Innovations. All use, reproduction and distribution of this work is subject to a CC-BY-NC-ND license.
Coordination efforts
between Ziqitza and
government schemes that
support maternal and
child health are the likely
contributor to poorer
women accessing Ziqitza’s
services in higher
numbers, demonstrating
the potential for impact
when successful
partnerships are forged
among several public and
private players.

9
Ziqitza is intent on undertaking more
of this analysis to better understand
who they are serving, now possible
through lower-cost, more company-
friendly techniques that are still
highly accurate.
For Sweta and Ziqtiza, or indeed any
company or impact fund, we hope
these Lean Data methods will ensure
that impact measurement is no longer
a daunting or distracting challenge.
Instead the collection of data on
matters such as their customer’s
poverty levels becomes part of their
own DNA; collected and assessed
regularly in order to improve its
performance against its own social
mission.

Still curious about Ziqitza?
Read the full study here:
http://acumen.org/content/uploads/2014/09/
ZHL-PPI-study-final.pdf
12

Lean Data Case Study 6

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