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Case Study
Shouldice Hospital Limited
1
Prepred by :: Rajesh Srivastava
Organization : Shouldice Hospital Limited (Abridged)
Establishment : 1945
Founder : Dr. Earle Shouldice
Location : 7750 Ba...
 70+ years of experience in external abdominal wall hernias
 99.5% lifetime success rate for primary inguinal hernias se...
Hospital Timing :
Monday to Friday
Walk-in Clinic, No appointment necessary
Timings - 9:30am to 3:30 pm
Satuday
Clinic Clo...
Problem Statement : 1
5
 Misuse of Shouldice Name
• Others can copy the name
• The technique could be misapplied by other...
Problem Statement : 2
6
 Fear About Expansion
• Adding additional capacity to meet the unmet demand may impact the existi...
Problem Statement : 2 (Solution)
7
 Shouldice should keep the core competency & should not to diversify in other specialt...
Problem Statement : 3
8
 What should be marketing approach
• insufficient infrastructure, due to increase in demand Hospi...
9
• Assumptions have been made based on the information given in the case
study
• It is assumed that they are operating at...
10
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Shouldice case study

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Shouldice hospital case study

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Shouldice case study

  1. 1. Case Study Shouldice Hospital Limited 1 Prepred by :: Rajesh Srivastava
  2. 2. Organization : Shouldice Hospital Limited (Abridged) Establishment : 1945 Founder : Dr. Earle Shouldice Location : 7750 Bayview Avenue, Thornhill Ontario, Canada Speciality : Abdominal wall hernia repaire Hospital Capacity : 7000+ hernia operations per year Introduction : Source :http://www.shouldice.com ※ Tel: 905-889-1125 ※Fax: 905-889-4216 ※Toll Free : 1-800-291-7750 ※U.S. and International : 1-855-328-3423 2
  3. 3.  70+ years of experience in external abdominal wall hernias  99.5% lifetime success rate for primary inguinal hernias sets the gold standard for medical professionals around the world.  7000+ hernias successfully repairing every year  Lowest rate of infection, complications and recurrence in the world  No Referral Needed / No Appointment Required  Online medical assessment for patients  All medical assessments free of charge. Key Selling Points : 3
  4. 4. Hospital Timing : Monday to Friday Walk-in Clinic, No appointment necessary Timings - 9:30am to 3:30 pm Satuday Clinic Closed Sunday Surgical Admissions Only No Referral Needed / No Appointment Required 4
  5. 5. Problem Statement : 1 5  Misuse of Shouldice Name • Others can copy the name • The technique could be misapplied by others or misinformed the patients • The whole system / technique could be blamed by patient  Solution • Shouldice should look for patents - brand / logo / technique • Buy / block imitating domains (http://www.shouldice.com) • Develop an “app” to increase reach and convenience  engage all the stakeholders and build relevance - new patients, existing patients, doctors, vendors, management, etc  live chat, live assistance, FAQs, Health tips, Do / Don't (customer education)
  6. 6. Problem Statement : 2 6  Fear About Expansion • Adding additional capacity to meet the unmet demand may impact the existing workforce and lower the quality • Failing to meet the unmet demand may invite competition which may result loosing market share and may end up with excess capacity Available Options : Operating on Saturday & Sunday Expansion of existing facility Expanding to Other markets Pros : - No investment required - Maintain quality Con : - Strong opposition by Sr. Doctors - Violates the contract Shouldice has with surgeons Pros : - Ease of control - Maintain quality - Moderate investments - retain culture & working environment Con : - Increase workload on support function – Kitchen, accounting, laundry, housekeeping - Disruption during construction Pros : - increased business - counter competition - increased market reach Con : - Maintain quality, retain culture & work environment - Significantly high investment - short of trained doctors
  7. 7. Problem Statement : 2 (Solution) 7  Shouldice should keep the core competency & should not to diversify in other specialties as it is a specialised category  Shouldice should take this in step-wise manner Phase 1 : • Shouldice should expand the existing hospital  with an investment of perhaps $4 million in new space, Shouldice could expand number of beds by 50%, and schedule the operating rooms more heavily  Work on capacity & succession planning (Dr. Degani in his early 60s, who is running the show)  Improve systems / processes / policies Phase 2 : • When the hospital reaches full capacity, start operations on Saturday & Sunday  Improve company policies involving Sr. leadership team  Develop a team of Doctors under guidance of Dr. Dengani  Start operations on Saturday & Sunday and increase further capacity by 20%. Phase 3 : • Expand to other markets  based on patient past history (potential) / location connect / patient comfort & convenience  Based on date available projections / business case can be developed
  8. 8. Problem Statement : 3 8  What should be marketing approach • insufficient infrastructure, due to increase in demand Hospital may not deliver their 100% • 1% of total patients are medical doctors, which is a significantly high percentage  Solution : approach should be on Building Brand • Shouldice should look for internal & external marketing both, once the internal stakeholders are happy they can make significant improvement in business • Should take CSR approach, focus should be to educate masses and build awareness and favorable opinion for their brand - do / don't, health tips, etc • Use existing customer testimonial - customer talks, etc
  9. 9. 9 • Assumptions have been made based on the information given in the case study • It is assumed that they are operating at the “best operating level” because the way the case is presented seems the hospital is running efficiently and patients are pleased with the treatment Disclaimer : Open for your feedback
  10. 10. 10 Thank you

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