For your first assignment, you will conduct a case study analysis. Following the guidelines for a case study analysis in Appendix A of your textbook, prepare a written report of the case.   The use of APA 7th Ed. Guidelines is required.  Additionally, it is expected that you will incorporate at least two references in your case study.  CASE 19 Strategies for Dealing with Health Care Reform Nancy H. Shanks The CEO of North Eastern Hospital (NEH), Jim James, had been playing the waiting game, assuming that he had plenty of time to prepare for how his institution would be impacted by the Affordable Care Act (ACA). When the Supreme Court upheld the constitutionality of President Obama’s signature legislation in June 2012, Jim realized he and his staff needed to quickly rethink the hospital’s position and shift strategies. While they had initially seen the health care reform provisions of the ACA as burdensome, now he wanted the staff to think about the opportunities that it offered and how it could enhance NEH and help it to fulfill its mission in serving the community. The more Jim read and thought about the provisions of the new law, the more convinced he became of the benefits. Since a primary goal of the ACA was to bring the uninsured into coverage, large number of uninsured in the community would soon have access to care. And, with insurance companies being required to provide coverage for those with preexisting conditions, these folks would also have access. There were many negative stereotypes associated with both groups. While some of these people were indeed very ill, it was also clear that the fact that people didn’t have insurance did not necessarily mean they were sick. In reality, many were healthy individuals who, for whatever reason, were uninsured. Some were seasonal workers in organizations that didn’t provide coverage to their employees, others opted not to buy coverage, and there were those who just could not afford it and would now be subsidized. Additionally, some with preexisting conditions had in the past been denied insurance coverage on the basis of relatively minor problems, such as sinusitis, a prior knee injury, removal of a small benign tumor, and so on. This looked to Jim like a bonanza. Jim wanted to find ways to connect these groups to his hospital, as well as its associated outpatient clinics and excellent pool of physicians and other health care professionals. This led him to thinking about new programs, modifying existing programs, developing marketing strategies, finding ways to capitalize on the pent-up demand for services in the short run, and becoming the provider of choice in the long run. Discussion Questions 1.    What should NEH do? Would you recommend developing new programs? Or, should existing programs be expanded to meet the increased demand? Provide the rationale for what you propose. 2.    Are there areas of the hospital where demand might be reduced? For example, many of the uninsu ...

1. For your first assignment, you will conduct a case study
analysis.
Following the guidelines for a case study analysis in Appendix
A of your textbook, prepare a written report of the case.
The use of APA 7th Ed. Guidelines is required. Additionally, it
is expected that you will incorporate at least two references in
your case study.
CASE
19
Strategies for Dealing with Health Care Reform
Nancy H. Shanks
The CEO of North Eastern Hospital (NEH), Jim James, had been
playing the waiting game, assuming that he had plenty of time
to prepare for how his institution would be impacted by the
Affordable Care Act (ACA). When the Supreme Court upheld
the constitutionality of President Obama’s signature legislation
in June 2012, Jim realized he and his staff needed to quickly
rethink the hospital’s position and shift strategies. While they
had initially seen the health care reform provisions of the ACA
as burdensome, now he wanted the staff to think about the
opportunities that it offered and how it could enhance NEH and
help it to fulfill its mission in serving the community.

2. The more Jim read and thought about the provisions of the new
law, the more convinced he became of the benefits. Since a
primary goal of the ACA was to bring the uninsured into
coverage, large number of uninsured in the community would
soon have access to care. And, with insurance companies being
required to provide coverage for those with preexisting
conditions, these folks would also have access.
There were many negative stereotypes associated with both
groups. While some of these people were indeed very ill, it was
also clear that the fact that people didn’t have insurance did not
necessarily mean they were sick. In reality, many were healthy
individuals who, for whatever reason, were uninsured. Some
were seasonal workers in organizations that didn’t provide
coverage to their employees, others opted not to buy coverage,
and there were those who just could not afford it and would now
be subsidized. Additionally, some with preexisting conditions
had in the past been denied insurance coverage on the basis of
relatively minor problems, such as sinusitis, a prior knee injury,
removal of a small benign tumor, and so on.
This looked to Jim like a bonanza. Jim wanted to find ways to
connect these groups to his hospital, as well as its associated
outpatient clinics and excellent pool of physicians and other
health care professionals. This led him to thinking about new
programs, modifying existing programs, developing marketing
strategies, finding ways to capitalize on the pent-up demand for
services in the short run, and becoming the provider of choice
in the long run.
Discussion Questions
1. What should NEH do? Would you recommend developing
new programs? Or, should existing programs be expanded to
meet the increased demand? Provide the rationale for what you
propose.

3. 2. Are there areas of the hospital where demand might be
reduced? For example, many of the uninsured may have used the
ER as their point of access to care in the past. What would you
propose to change this behavior and to address issues relating to
the ER?
3. What marketing strategies might be developed to attract
this new clientele?
4. Have there been more recent changes to the ACA on which
you would recommend the hospital focus? Be specific.
5. Have other changes taken place in your state with regard to
other groups of patients, such as those enrolled in Medicaid and
the Children’s Health Insurance Program (CHIP)? How can
NEH respond to meet the needs of these groups?
ADDITIONAL RESOURCES
Abelson, R. (2012, June 21). Billions of dollars are in play over
health care law.
New York Times
. Retrieved from
http://www.nytimes.com/2012/06/22/health/billions-of-dollars-
in-play-over-health-care-law.html?ref=reedabelson
Affordable Care Act. See
http://www.healthcare.gov/index.html
Buchbinder, S. B., & Shanks, N. H. (Eds.). (2012).
Introduction to health care management
(2nd ed.). Burlington, MA: Jones & Bartlett.
Clemans-Cope, L., Kenney, G. M., Buettgens, M., Carroll, C., &
Blavin, F. (2012). The Affordable Care Act’s coverage

4. expansions will reduce differences in uninsurance rates by race
and ethnicity.
Health Affairs, 31
(5), 920–930.
Kaiser Family Foundation. (2010).
Mapping the effects of the ACA’s health insurance coverage
expansions
. Retrieved from
http://healthreform.kff.org/en/coverage-expansion-map.aspx
Liptak, A. (2012, June 28). Supreme Court upholds health care
law, 5-4, in victory for Obama.
New York Times
. Retrieved from
http://www.nytimes.com/2012/06/29/us/supreme-court-lets-
health-law-largely-stand.html?ref=health&pagewanted=print
Tavernise, S. (2012, June 21). Those already ill have high stake
in health ruling.
New York Times
. Retrieved from
http://query.nytimes.com/gst/fullpage.html?res=9C07E0DD163
BF930A15755C0A9649D8B63&ref=sabrinatavernise
Vega, T. (2012, June 21). Insurers seek to soften their image, no
matter how court rules on health act.
New York Times
. Retrieved from
http://www.nytimes.com/2012/06/22/us/politics/insurance-
companies-are-trying-to-soften-their-
image.html?ref=tanzinavega
Weaver, C. (2012, July 5). Ruling underscores hospitals’
strategy.
Wall Street Journal

5. . Retrieved from
http://professional.wsj.com/article/SB100014240527023044414
04577481060091946508.html
White House. (2012).
The Affordable Care Act is helping millions of Americans like
you
. Retrieved from
http://www.whitehouse.gov/the-press-office/2012/06/28/fact-
sheet-affordable-care-act-secure-health-coverage-middle-class