Harvard Case - Kevin Bertolini: Moving Average Strategy
"Kevin Bertolini: Moving Average Strategy" Harvard business case study is written by Hubert Pun, Christophe Cattry. It deals with the challenges in the field of General Management. The case study is 3 page(s) long and it was first published on : Mar 31, 2015
At Fern Fort University, we recommend that Kevin Bertolini adopt a multi-pronged approach to address the challenges facing Aetna. This approach includes a strategic shift towards a more data-driven and customer-centric model, coupled with a focus on innovation, organizational change, and a renewed commitment to corporate social responsibility. This strategy aims to improve Aetna's competitive advantage, drive sustainable growth, and enhance its reputation as a leading healthcare provider.
2. Background
The case study focuses on Kevin Bertolini, CEO of Aetna, a major health insurance company facing significant challenges in a rapidly evolving healthcare landscape. Aetna is grappling with increasing competition, rising healthcare costs, and a growing demand for innovative solutions. Bertolini's decision to implement a 'moving average strategy' to manage healthcare costs, while initially successful, has drawn criticism for its potential to negatively impact patient care and erode trust.
The main protagonists are Kevin Bertolini, the CEO of Aetna, and the company's stakeholders, including patients, doctors, and employees. The case study highlights the complex interplay between financial performance, ethical considerations, and the need to adapt to a changing healthcare environment.
3. Analysis of the Case Study
Strategic Framework:
This case study can be analyzed using a combination of frameworks, including:
- Porter's Five Forces: The healthcare industry is characterized by high bargaining power of buyers (patients), moderate bargaining power of suppliers (hospitals and doctors), high threat of new entrants (due to technological advancements and changing regulations), high threat of substitutes (alternative healthcare providers), and moderate rivalry among existing players.
- SWOT Analysis: Aetna possesses strengths like a strong brand, extensive network, and financial resources. However, it faces weaknesses in terms of its reputation, customer perception, and potential for innovation. Opportunities lie in leveraging technology, expanding into emerging markets, and developing personalized healthcare solutions. Threats include increasing competition, regulatory changes, and rising healthcare costs.
- Balanced Scorecard: Aetna needs to balance its financial performance with other key aspects like customer satisfaction, internal processes, and innovation. The moving average strategy focuses heavily on financial metrics, potentially neglecting other crucial areas.
Key Issues:
- Ethical Concerns: The moving average strategy is criticized for potentially limiting access to necessary healthcare services, raising ethical concerns about prioritizing cost-cutting over patient well-being.
- Customer Perception: The strategy has negatively impacted Aetna's reputation, leading to customer dissatisfaction and a decline in trust.
- Innovation and Adaptability: Aetna's focus on cost control has hindered its ability to invest in innovative solutions and adapt to the rapidly changing healthcare landscape.
- Employee Morale: The strategy has created a culture of fear and uncertainty among employees, potentially impacting their motivation and productivity.
4. Recommendations
- Shift to a Data-Driven, Customer-Centric Model: Aetna should invest in data analytics, AI, and machine learning to gain a deeper understanding of customer needs and preferences. This data can be used to develop personalized healthcare plans, improve care coordination, and optimize resource allocation.
- Embrace Innovation and Technology: Aetna should actively invest in innovative healthcare solutions, including telehealth, wearable technology, and digital health platforms. This will enhance patient engagement, improve health outcomes, and create new revenue streams.
- Focus on Corporate Social Responsibility: Aetna needs to rebuild trust with its stakeholders by demonstrating its commitment to ethical practices and social responsibility. This can be achieved by prioritizing patient well-being, investing in community health initiatives, and promoting diversity and inclusion within its workforce.
- Organizational Change and Culture Shift: Aetna needs to foster a culture of innovation, collaboration, and customer focus. This requires leadership development programs, employee empowerment initiatives, and a clear communication strategy to align employees with the new vision.
- Strategic Partnerships and Acquisitions: Aetna should explore strategic partnerships and acquisitions to expand its reach, access new technologies, and enhance its service offerings. This could involve collaborating with technology companies, healthcare providers, and other stakeholders in the ecosystem.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Mission: Aetna's core competencies lie in its strong brand, extensive network, and financial resources. The recommendations align with its mission to provide quality healthcare solutions while fostering a culture of innovation and social responsibility.
- External Customers and Internal Clients: The recommendations prioritize customer needs and satisfaction by focusing on personalized care, innovative solutions, and a more ethical approach. They also aim to improve employee morale and engagement by creating a more supportive and collaborative work environment.
- Competitors: Aetna needs to stay ahead of the competition by embracing innovation, leveraging technology, and building a strong brand reputation. The recommendations address these challenges by focusing on data-driven decision making, strategic partnerships, and a commitment to social responsibility.
- Attractiveness: The recommendations are expected to enhance Aetna's financial performance by driving customer loyalty, increasing revenue, and improving operational efficiency. The shift to a data-driven model and the focus on innovation will create new opportunities for growth and competitive advantage.
6. Conclusion
Kevin Bertolini needs to move beyond the 'moving average strategy' and adopt a more holistic approach to address the complex challenges facing Aetna. By embracing innovation, focusing on customer needs, and prioritizing ethical practices, Aetna can regain its position as a leading healthcare provider and create a sustainable future for its stakeholders.
7. Discussion
Alternative Options:
- Maintaining the status quo: This would likely lead to continued erosion of customer trust, declining market share, and potential regulatory scrutiny.
- Aggressive cost-cutting: This could further damage Aetna's reputation and potentially lead to a decline in quality of care.
- Merging with a competitor: This could provide short-term benefits but may also create integration challenges and raise antitrust concerns.
Risks and Key Assumptions:
- Implementation challenges: Implementing these recommendations requires significant organizational change, which can be time-consuming and challenging.
- Technological advancements: The rapid pace of technological change requires Aetna to constantly adapt and invest in new solutions.
- Regulatory environment: The healthcare industry is subject to constant regulatory changes, which can impact Aetna's operations and strategies.
8. Next Steps
- Form a task force: Assemble a cross-functional team to develop a detailed implementation plan for the recommended strategies.
- Pilot programs: Implement pilot programs to test new technologies and solutions before rolling them out on a larger scale.
- Communication strategy: Develop a clear communication strategy to inform stakeholders about the changes and address concerns.
- Performance monitoring: Establish key performance indicators (KPIs) to track the progress of the implementation and measure the impact of the new strategies.
Timeline:
- Months 1-3: Form a task force, conduct a comprehensive assessment of Aetna's current operations, and develop a detailed implementation plan.
- Months 4-6: Implement pilot programs for key initiatives, such as data analytics, telehealth, and employee engagement programs.
- Months 7-12: Roll out the new strategies across the organization, monitor performance, and make adjustments as needed.
By taking these steps, Aetna can embark on a transformative journey towards a more sustainable and customer-centric future.
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Case Description
On September 6, 2014, a young investor is trying to find a trading strategy to use to make money on Cisco's stock. He wants to know whether the stock is increasing or decreasing in value. He decides to use the moving average strategy to avoid the fluctuations in the stock price caused by different short-term phenomena. When should he buy, sell or do nothing?
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