2007 Final
CASE STUDY SITUATION
Delta Healthcare is a provider of healthcare throughout the United States with over 400 hospitals, mostly in major U.S. cities.
According to a recent survey published in their healthcare industry journal, there has been a double-digit percentage increase in people from other countries coming to the U.S. for needed surgeries that cannot be performed in the patients’ respective countries. A very large percent of these medical visitors pay cash or have insurance that is overwhelmingly approved.
Delta Healthcare would like to enter this market of non-U.S. patients. The Mayo Clinic in Rochester, Minnesota, has been providing medical services to people from other countries for decades. The number of people from outside the U.S. utilizing their services has increased more than 16% over the past five years. Similar growth has happened in places such as Mount Sinai Hospital in Miami, the University of Texas Medical Center and the UCLA Medical Center.
The CEO and president of Delta Healthcare have challenged the marketing department to explore this opportunity. The two of you have been given this assignment by your boss, the senior vice president of marketing.
YOUR CHALLENGE
You have been given the assignment of exploring this opportunity for your company. At a minimum, you should address the following:
- The opportunities to attract foreign patients to Delta Healthcare over other U.S. facilities.
- The challenges of entering the market late and a plan to overcome these challenges.
- Develop a marketing and promotional plan to enter the new market and to capture the market share of the foreign patients utilizing healthcare in the United States.
You will present your analysis and plan to the senior vice president of marketing, who may be accompanied by one or more executive committee members. The senior vice president will begin the meeting by greeting you and asking to hear your analysis and plan. After you have made your presentation and have answered any questions, the senior vice president will conclude the meeting by thanking you for your work.
Published 2007 by DECA Related Materials. Copyright © 2007 by DECA Inc. No part of this publication may be reproduced for resale without written permission from the publisher. Printed in the United States of America.