A Tough Decision Facing an Enterprising Physician

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CASE STUDY. How can he effectively manage the Ottawa clinic, which is the source of many of his worries? The clinic meets the needs of local clients, but does not meet its profitability objectives.

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A Tough Decision Facing an Enterprising Physician: Abstract

A Tough Decision Facing an Enterprising Physician is a case study by Olivier Mesly.

Physician Peter Larivière, 50, decided to leave the hospital where he had been employed for seventeen years to open his own clinic, where he would offer both private health care and services covered by the Quebec health insurance plan. In 2000, he founded PL Health Care on Main Street in Aylmer, Quebec, near Gatineau. In 2008, he opened a satellite clinic on Bank Street in Ottawa, Ontario, the capital of Canada.

In 2011, the health care industry underwent several significant changes requiring the strategic realignment of PL Health Care. The Ottawa clinic faced numerous challenges, including higher operating expenses, and Dr. Larivière could not rely on income from the private sector. Today, he must make a decision: how can he effectively manage the Ottawa clinic, which is the source of many of his worries? The clinic meets the needs of local clients, but does not meet its profitability objectives. What should he do?

Teaching objectives

Students will develop a marketing vision or, for more advanced students, a complete marketing plan taking into account (basic) financial, strategic, and sociocultural factors.

Main themes covered

  • Marketing
  • Sales
  • Strategy

Concepts and theories related to the case

  • Change
  • Strategy
  • Marketing plan
  • Publicity

Additional information

Also available in French.

Teaching notes are available for teachers only. Contact the HEC Montréal Case Centre for more information.

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