Resource Constraints, Clinical Protocols, and Conflict in a New Hospital Location | Services Marketing Case Studies

Details

Case Code : CLSM045
Publication date : 2009
Subject : Services Marketing
Industry : Healthcare
Length : 04 Pages
Price : Rs. 100

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Key words:

Clinical protocol, Phased growth, Break-even, Fixed costs, Cash outflow, Service delivery, Tertiary care hospital, Consultant, Laboratory, Utilization, Conflict resolution, Hospital Administrator, Chain of corporate hospitals

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

An hospital's clinical protocols and administrative policies have to be formulated keeping in mind the business context and the service delivery requirements. This fictitious case (based on generalized experience) discusses a conflict that arises out of the implementation of a clinical protocol in a new hospital that was constrained for resources, and the role of the Hospital Administrator in resolving the conflict.

Issues:

  » Interlinkages between financial management, marketing management, operations management, and human resource management in the formulation and implementation of policies for hospital administration
  » Clinical protocols as a source of interdepartmental conflicts in a tertiary care hospital
  » Role of a Hospital Administrator

Introduction

Bangalore Dr. Jaya Bhatt (Dr. Jaya) said, "What lovely shoes you are wearing!" The little girl glanced down with pride at the shoes she had just kicked off. "My mother gave it to me for my birthday," she said and scrambled on to the examination table and subjected to being probed and prodded. "Say ahh..hh.."...

Questions for Discussion:

1. In the context of the Bangalore unit of CareServ Hospitals, critically analyze the interlinkages between financial management, marketing management, operations management, and human resource management in the formulation and implementation of policies for hospital administration.

2. Comment on Sadanand’s role and his approach to the conflict in the first two months of the hospital’s operations. Could he have proactively prevented the conflict from impacting service delivery to any patient? How?

3. Suggest alternative solutions that could be adopted to resolve the conflict satisfactorily and meet the short-term and long-term objectives of the organization. Evaluate the pros and cons of each alternative. If you were in Sadanand’s position, which alternative would you recommend? Why?