Scaling private health care for the base of the pyramid: Expanding versus broadening service offerings in developing nations

Sistema Ser is a private health care organization that originated in the volunteer work of its founder and director, Dr. Jorge Gronda, who, over the course of 15 years, established structures that turned his personal initiative into a sustainable enterprise. At the time of the case, Dr. Gronda is considering how to lead his organization into its next important development step, further scaling SSer's social impact. The case's core issue is whether or not Dr. Gronda should maintain SSer's current service portfolio but geographically expand the organization in order to reach a large number of remote BOP communities with primary health services, or if SSer should broaden its range of services to cover additional medical procedures offered in San Salvador.