¶ … Primedic? Why has this venture attracted so much interest from Endeavor and IGNIA?
When Decanini founded Primedic in 2002, about half of the population of Mexico was uninsured. Decanini's vision for Primedic was to improve access to healthcare insurance for the population of Mexico, a lofty goal. The initial plan was to offer Primedic services to employees of corporations and therefore Primedic would be working directly with enterprises. However, the IGNIA investment helped Decanini and his colleagues achieve the more ambitious goal of offering insurance to the vast numbers of individuals who did not have the types of stable jobs with companies that provide insurance coverage to their employees. The basic Primedic model was to get the lowest rung of the Mexican socio-economic ladder into preventative care so that health outcomes could be improved. Therefore, Primedic is a company with a grand vision, making it attractive on the level of social justice and corporate social responsibility.
Investors like IGNIA and Endeavor recognized the potential in Primedic, not simply as an investment but also as a means to transform Mexican society and improve the lives of the people who needed it the most. However, the physicians who were a part of Primedic at the beginning like Salazar also understood that Primedic needed to be run carefully and like a business. The development of a cohesive business plan allowed Endeavor and IGNIA to have faith that Primedic would deliver on its budget, scheduling, and mission.
2. What is your assessment of the changes...
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