Shouldice Hospital- Case Study

Group Assignment

Karan Gupta (EPGCMM-11-21)

Mentor: Dr. Jay Mulki Sajish Jose (EPGCMM-11-38)

Satyabrat Dash (EPGCMM-11-39)
Karan Aggarwal (EPGCMM-11-20)
Dated: 27.01.2019
Key attributes
• 130 Acre facility, 17000 sq. foot space.
• Word-of-Mouth Marketing
• Patients with similar background were kept in same room
• Opportunity to patients to talk with those whose operation was completed the same day.
• Walk from the operating table after the surgery for creating confidence in patients for
doing exercise and follow healthy routine.
• Patients doing shaving themselves before the surgery
• Evening tea gives opportunity to chat with patience operated the same day.
• Low Cost Operating.
• Work life balance for Doctors and other staff.
• Very detailed Medical information questioner for pre-study of patient’s medical history.
• Opportunity for patients to explore the premises.
• Free Alumni checkups.
• Reunions.
Low cost contributors

 Patients treated as employees

 Patients managing their own luggage
 Doing shaving on their own before surgery
 Self diagnosis saves doctor’s productive time
 Patients with kids allowed to stay, required no nursing staff
 No bed pans
 Low investment
 No TV’s in rooms
 Simple instruments and medical setup
 Local portable anesthesia used
 Full capacity used
 Less product(operation) diversity
 NO expense on advertising, Patients come on word-of-mouth
SWOT
 Strengths
 Word-of-Mouth Marketing
 Low Cost Operating.
 Work life balance for Doctors.
 Very detailed Medical information
questioner.
 Weakness
 Long waiting time for operation
 Resistance towards opening another
facility as Standard operating
Procedures difficult to replicate.
 Fear for Saturdays working in staff

 Patients with similar background  Less Capacity w.r.t patient turn

were kept in same room around

 Orientation sessions with Doctors,  Patients has to stay for the weekend
fellow patients and nursing staff. if they admit on Friday.

 Opportunity to patients to talk with

those whose operation was
completed the same day.
 Walk from the operating table
 Reunion
SWOT
 Opportunities  Threats
 Target patients from outside Canada  Based on similar technique for all
i.e USA operations, threat of copying of
 Different types of diseases can me method.
look upon  Only one kind of disease is looked
 New Premises upon

 Opportunity for chain of Hospitals in  Concentrated in one region

different regions  Limited offerings
Market segmentation

Sex Country Age

00
2 5 4

22
17

41 38

Male Female Canada America Europe Asia 21-40 41-60 60 above less 20

Target Market Market capture Target Market

Advertising via word-of-mouth

What brought to Your Attention

23

Friends Relatives Doctors Others

Care for you as a person

How was care

00

37

Most definitely Definitely Very Little Not at all

 What Impressed You?
Fees
Nursing care
0
10 1

14
3
24

6 Physcian Care 28

00 Exercise & Receational

Activities
Very Important Important
12 0
Very Important Important
Some what Not important
Some what Not important
12
17
31

14

Very Important Important

Some what Not important Very Important Important
Some what Not important
Recommendations