DRAPP: Should Telehealth Follow the Patient or the Payer?

Hagop Panossian, Alexander Wakim

Product #:W46315_P

Supplier:Ivey/AUB

Discipline:Entrepreneurship, Strategy

Setting:Egypt, Lebanon, 2024

Details:Case (PDF) • 14 pages • 2025-11-12

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Lebanese-based Drapp Lebanon SAL and its telehealth platform, DRAPP, provided online medical consultation services to patients across Lebanon and Egypt. Despite app innovation and strong doctor onboarding, patient adoption remained stagnant and well below expectations. The challenges of scaling telehealth in a trust-deficient and heavily regulated region, raised questions around adequate business models. Thus, in January 2024, its founder and chief executive officer, Hady Bsat, had to re-evaluate the company's strategic focus and decide whether to double down on the existing business-to-consumer (B2C) patient acquisition model or pivot to a business-to-business (B2B) model, focused on insurance companies, corporate wellness programs, and direct carrier billing, in pursuit of generating recurring revenue.

Learning Objectives

This case can be used to supplement students’ learning at the undergraduate or graduate level, specifically for students taking courses in strategic management, general management, and entrepreneurship. The case primarily addresses decision-making on multi-sided platforms, as well as business model adaptation in highly regulated industries. After completing this case, students will be able to: • Understand how to conduct a competitive analysis to differentiate DRAPP’s value proposition and market position from its direct and indirect competitors. • Learn how to conduct an internal and external analysis to understand what strengths a startup can leverage and what challenges it must overcome, while simultaneously pinpointing various opportunities and threats within the external environment. • Understand how to assess first-mover advantage versus disadvantage and analyze industry profitability using Porter’s Five Forces. • Learn how to conduct a comparative analysis of DRAPP’s B2C and B2B business models based on mutually exclusive and collectively exhaustive (MECE) criteria. • Understand how to design and evaluate functional growth strategies in multi-sided platforms that require balancing supply and demand and leveraging network effect.