案例精选

加拿大公立西安大略大学毅伟商学院创立于1922年,是世界一流的商学院,毅伟商学院的“全案例教学法”与哈佛商学院齐名。毅伟是仅次于哈佛的世界第二大案例出版者和最大的亚洲案例出版机构。本项目将采用150个医疗产业相关经典案例(从全球上万个经典案例中精选),剖析全球最佳医疗管理模式和商业模式,获取最先进的医疗服务理念和管理思想。下面是精选的三个案例,供大家阅读。
 
CASE 1
BUILDING A STRONG SERVICES BRAND: LESSONS FROM MAYO CLINIC
梅奥诊所:缔造医疗服务业品牌神话
     A strong services brand is built and sustained primarily by customers' interactions with the provider. A services branding model depicts the dynamics of brand creation. From the interrelationships among the presented brand, external communications, and customers' experiences emerge brand awareness, meaning, and ultimately, equity. Illustrates the services branding model by showing how one organization has created, extended, and protected a powerful brand through an unwavering commitment to the well being of its customers. Managers outside of healthcare can benefit from three branding lessons embedded in the Mayo Clinic story: (1) attend to organizational values; (2) play defense, not just offense; and (3) turn customers into marketers.
 
    创造和延续一个伟大的服务品牌,靠的是服务提供者与客户之间的互动。如何创造一个品牌的基调?那是由品牌模型所决定的。现有品牌,外部通信还有顾客体验之间是有互相联系的,从这些相互关系里面才会产生品牌认知度,品牌含义,还有由品牌所产生的市场效应。可以从一个公司如何承诺坚守消费者的利益,如何拓展以及维护一个伟大的品牌的角度来展示一下服务品牌的模型。在医疗健康产业领域外的管理人员可以从梅奥诊所的故事中,学到三点品牌课程,1,重视组织核心价值2,不仅要进攻,还要防守3,把消费者都变成市场营销者。
 
CASE 2
3M HEALTH CARE
3M 医疗健康集团
     A summer intern student at 3M Health Care. She must analyze the health care division’s logistics systems and report her findings to the vice president of 3M Health Care Markets. The vice president is most interested in the recommendations for the proposed changes to the existing method of distributing products to Canadian hospitals.
This case provides sufficient information for students to assess the quantitative and qualitative issues relating to direct distribution versus maintaining a current supply chain structure of using value-added resellers.
 
    3M医疗集团诚招暑期实习生。(女士优先)工作需要:分析研究卫生保健部的物流系统,并向市场部副总汇报结果。副总希望在报告中看到针对本公司现有产品在的加拿大医院中的分配制度所提出的改进建议。
这个案例里提供的信息应该足够让同学们了解,在关于增值分销商使用直接分配系统还是维持现有供应链结构这个话题的相关量与质的问题。
 
CASE 3
GE HEALTHCARE IN INDIA: AN (ULTRA)SOUND STRATEGY?
印度GE 医疗健康:超声仪器战略?
     This case outlines the dilemma of a president and CEO of GE Healthcare India. Its ultrasound machines were implicated in many cases of prenatal sex determination in a society that favored males, so too few girls were being born with potentially catastrophic results for future Indian society. The CEO knows GE Healthcare's ultrasound machines were providing excellent medical care for Indians, particularly in rural communities, and that the company was following all the rules and regulations to prevent this type of abuse. But he also understood the social issues that were involved. Ultrasound machine sales had enormous potential to help maintain GE's market-leading position in India. Should the company step back from its aggressive sales strategy? What other efforts should the company make to stop the illicit prenatal gender determination and resulting abortions and protect the image of GE as a responsible corporation going forward?
 
    这是一个关于一位印度GE医疗保健公司总裁所面临的困境的案例。该公司的超声波仪器广泛应用于胎儿性别鉴定中,但是在印度社会里重男轻女,很多时候该仪器存在被滥用的问题,有相当多的案例显示在使用该仪器后女婴的出生率大大降低。该总裁知道GE医疗的仪器尤其是在乡下地区能提供非常先进的服务,而且GE也遵从了印度国家所有制裁滥用仪器的法律和政策,但是他同时也意识到了这是一个社会问题。虽然超声波仪器的销售潜力可以大大增加GE在印度的市场领头羊地位,但是GE应不应该重新考虑他们现有的激进的销售策略?GE是否应该尝试其他方面的努力来帮助抵制遗弃女婴的行为,从而保护GE的国际品牌形象,和他们蒸蒸日上的品牌社会责任?
 

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