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Instructions:
Case Study of Johnson City Medical Group
Requirements for the written assignment:
12 point font Times New Roman is a typeface that was created in the
Double Room
Every margin must be one inch wide.
Instructions: Take a look at the case study below. Make recommendations for resolving the problem in a two-page summary [essay format]. Pay particular attention to the mission, approach, and variances in marketing value among the doctors.
Identifying the issues/actions in the situation that may be troublesome is a crucial aspect of your answer. The following questions may be useful in this regard:
In this scenario, what steps were taken?
Were they the most appropriate actions, and why?
Were there any ramifications from the actions taken?
Was anything overlooked or overlooked?
Were actions/procedures in accordance with established codes of practice, policies, or theories?
Do you perceive any obstacles?
What type of marketing strategy (niche/mass) is most appropriate? Why?
Case studies are exercises that will help you put what you’ve learned in class into practice. Don’t forget to read each chapter!
The Strategic Obstacle
Timothy and Robert Johnson, two brothers born in Johnson City, founded the Johnson City Medical Group in 1932 as a solitary speciality, two-person cardiology clinic. The firm had grown to be one of the larger group practices in the area throughout the years. A brief history of the practice is shown in Exhibit 1.
1st exhibit
Johnson City Medical Group has a long history.
The Group was founded in 1932.
The group adds its first partner in 1938.
The group extends into a second city in 1948.
The group expands to fifteen cardiologists in 1956, and a professional administrator is hired.
Six satellite offices and 40 employees make up the 1965 Group.
Two cardiovascular surgeons and support staff are added to the 1977 Group.
The firm had grown to over 45 partners in 2012, making it one of the largest in the cardiology and cardiovascular surgery speciality. The firm had created a mission statement that stated, “Premier heart services for the tri-state region.” However, over the last five years, the organization has began to see referrals change or be curtailed as multi-specialty practices have grown in their secondary and tertiary services regions. These larger groups had started to keep their cardiology and cardiovascular surgery referrals in-house rather than sending them to Johnson City. As the partners began their yearly strategic planning retreat, the group faced a long-term difficulty.
Donna Harris was the medical group’s senior administrator. Donna was a well-liked individual who had spent the previous 15 years working for these doctors and helping them expand considerably. She was regarded not only as a capable operational and financial leader, but also as a strategic thinker. Donna recruited a Director of Marketing two years ago. Some of the group’s partners were not enthusiastic about the recruitment, saying it was unnecessary. Donna started the meeting by going over the financials of the group. Because of a drop in referrals and a modest adjustment in Medicare reimbursement, the end-of-year partnership distribution was 1% lower than the previous fiscal year. We need to deal with the referral issue, Donna added, but reimbursement adjustments are out of our hands. I’ve requested Michael, our marketing manager, to talk to you about strategic options.
Michael had been a member of the band for two years. Until this moment, he had mostly been calling physician offices in an attempt to generate recommendations. He was well aware that several of the group’s physicians questioned the importance of his work and the marketing function. The decrease in referrals is concerning, Michael remarked. The current trend indicates that the emergence of multi-specialty clinics on the outskirts is eroding our referral business and is likely to continue. Our plan must be drastically altered.
I disagree, remarked Dr. Vinod, a Mayo-trained cardiovascular surgeon who was well-liked in the group; it may just be a reflection of your ineffectiveness. There is no reason to change anything because we are good at what we do. We have always been, and will continue to be, the leading heart care organization.
Should we and can we? says the narrator. Dr. Carrolton stated. She was a young cardiologist who had recently been promoted to partner. She also obtained an MBA from a prestigious business school. Will continuing on the same path alter market trends?
RUBRIC |
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Excellent Quality 95-100%
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Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
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Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
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Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
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Case Study on Johnson City Medical Group