Abstract

Learning Outcomes

This case can be used to teach students the strategic and operational complexities of scaling a digital health startup in a resource-constrained setting. Upon completion of the case discussion, students will be able to identify healthcare system gaps in emerging markets and evaluate the potential of telemedicine to address these challenges; assess the trade-offs between cost-efficiency, quality of care, and digital adoption; analyse societal and cultural barriers to virtual healthcare models; and develop scalable strategies that uphold service standards while expanding access. Additionally, students will consider the role of partnerships, consumer behaviour, and innovative business models in fostering growth and trust in digital healthcare ecosystems.

Case Synopsis

This case study follows the journey of Dr. Davis Musinguzi and Dr. John Mark Bwanika, two medical doctors in Uganda who founded Rocket Health, a telemedicine company aimed at overcoming the systemic challenges facing Uganda’s healthcare system. Faced with issues such as a shortage of healthcare professionals, long wait times, and inadequate access to healthcare in rural areas, the two doctors designed Rocket Health to offer digital consultations, diagnoses, treatment, and home-based lab services, revolutionizing access to healthcare. This case presents the dilemmas that Dr. Musinguzi and Dr. Bwanika face in scaling their company while maintaining high-quality service and convincing both patients and healthcare professionals of the viability of telemedicine in Uganda.

Complexity/ Academic level

This case is appropriate for advanced undergraduate and graduate students in business, healthcare management, and information systems, especially those enrolled in MBA, MPPM, MPH, or executive education programs. It is designed for courses in strategic management, healthcare innovation, entrepreneurship, and digital transformation. The case challenges learners to apply theory to a real-world scenario at the intersection of healthcare delivery, technology, and cultural change in emerging markets. It is particularly suited to students analysing growth-stage startups, disruptive innovation in healthcare, and the complexities of operational scaling in underserved regions.

Supplementary Materials

Teaching notes are available only to educators upon request from the Case Centre at cases@strathmore.edu

Keywords

Healthcare Management, Strategic Management, Operations Management, Technology, Digital Strategy, Leadership, Organizational Behaviour, Marketing, Consumer Behaviour, Innovation, Entrepreneurship.

Citation

Kamulegeya, L. H., Musinguzi, D., & Bwanika, J. M. (2025). Rocket Health: Telemedicine and Last Mile Medical Services Delivery in Uganda. In Strathmore Africa Case Center. Strathmore Africa Case Centre. https://doi.org/10.70268/SACC-03-23-32

Publisher: Strathmore Africa Case Centre

Copyright © 2025, Strathmore Africa Case Centre

Category : Case

Author : Louis Henry Kamulegeya, Davis Musinguzi, John Mark Bwanika

Publisher : Strathmore University

Document ID : SACC-03-23-32