Harvard Case - Sandra Brown Goes Digital (A): The Promise and Perils of Social Movements in a Healthcare Company
"Sandra Brown Goes Digital (A): The Promise and Perils of Social Movements in a Healthcare Company" Harvard business case study is written by Rosabeth Moss Kanter, Jonathan Cohen. It deals with the challenges in the field of General Management. The case study is 10 page(s) long and it was first published on : Mar 27, 2018
At Fern Fort University, we recommend that Sandra Brown, CEO of Mercy Hospital, embrace a digital transformation strategy that leverages social media and digital platforms to enhance patient engagement, improve operational efficiency, and foster a culture of innovation and transparency. This strategy should be implemented in a phased approach, starting with a pilot program to test the effectiveness of different digital tools and platforms.
2. Background
Sandra Brown, CEO of Mercy Hospital, faces a critical juncture. While the hospital enjoys a strong reputation for quality care, it struggles with declining patient satisfaction and increasing competition from newer, more technologically advanced facilities. The case study highlights the growing influence of social media and the rise of online health communities, where patients actively share their experiences and seek information. This presents both an opportunity and a challenge for Mercy Hospital.
The main protagonists in this case are Sandra Brown, the CEO, and the hospital's board of directors, who are grappling with the need to adapt to the changing landscape of healthcare.
3. Analysis of the Case Study
This case study can be analyzed through the lens of strategic planning, organizational change, and digital transformation.
Strategic Planning:
- SWOT Analysis: Mercy Hospital enjoys a strong brand reputation and a dedicated workforce (Strengths). However, it faces growing competition, declining patient satisfaction, and limited technological infrastructure (Weaknesses). The rise of digital health platforms and patient engagement through social media presents a significant opportunity (Opportunity). However, the hospital also faces the risk of negative online reviews and potential backlash from patients (Threats).
- Porter's Five Forces: The healthcare industry is characterized by high bargaining power of buyers (patients), increasing competitive rivalry, and moderate threat of new entrants. The rise of digital health platforms adds a new dimension to the competitive landscape, increasing the threat of substitutes.
- Competitive Advantage: To gain a competitive advantage, Mercy Hospital needs to leverage its strengths, mitigate its weaknesses, and capitalize on the opportunities presented by the digital revolution in healthcare.
Organizational Change:
- Change Management: Implementing a digital transformation strategy requires a comprehensive change management approach. This involves communicating the vision clearly, engaging employees, providing training, and addressing concerns.
- Organizational Culture: Mercy Hospital's culture needs to embrace innovation and transparency. This requires fostering a learning environment, encouraging experimentation, and promoting open communication.
- Leadership: Sandra Brown needs to champion the digital transformation strategy, providing clear direction, resources, and support to her team.
Digital Transformation:
- Technology and Analytics: Mercy Hospital needs to invest in digital tools and platforms that enhance patient engagement, streamline operations, and improve data analytics capabilities. This includes implementing a robust patient portal, utilizing social media platforms for communication and outreach, and leveraging data analytics to personalize patient care and improve efficiency.
- Marketing: Mercy Hospital needs to develop a digital marketing strategy that targets patients online, builds brand awareness, and fosters positive online reviews. This includes utilizing search engine optimization (SEO), social media marketing, and content marketing.
- Operations: Digital transformation can help streamline operations, improve efficiency, and enhance patient experience. This includes implementing electronic health records (EHR), utilizing telemedicine, and automating administrative tasks.
4. Recommendations
- Develop a Digital Transformation Strategy: Mercy Hospital should develop a comprehensive digital transformation strategy that outlines its goals, objectives, and implementation plan. This strategy should be aligned with the hospital's mission, vision, and values.
- Pilot Program: Implement a pilot program to test different digital tools and platforms in a controlled environment. This will allow the hospital to gather feedback, refine its strategy, and identify best practices.
- Patient Engagement: Develop a patient engagement strategy that leverages digital platforms to enhance communication, provide information, and foster a sense of community. This includes implementing a robust patient portal, utilizing social media platforms for communication and outreach, and creating online communities for patients to share their experiences and connect with healthcare professionals.
- Employee Training: Provide comprehensive training to employees on the use of new digital tools and platforms. This training should focus on patient communication, data privacy, and ethical considerations.
- Data Analytics: Invest in data analytics capabilities to gain insights from patient data, improve operational efficiency, and personalize patient care.
- Marketing and Branding: Develop a digital marketing strategy that targets patients online, builds brand awareness, and fosters positive online reviews. This includes utilizing search engine optimization (SEO), social media marketing, and content marketing.
- Cybersecurity: Implement robust cybersecurity measures to protect patient data and prevent cyberattacks.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Mercy Hospital's core competencies in providing quality healthcare and its mission to improve patient well-being.
- External customers and internal clients: The recommendations prioritize patient engagement and satisfaction, while also addressing the needs of employees and healthcare professionals.
- Competitors: The recommendations aim to position Mercy Hospital as a leader in the digital healthcare space, allowing it to compete effectively with newer, more technologically advanced facilities.
- Attractiveness: The recommendations are expected to lead to improved patient satisfaction, increased efficiency, and enhanced brand reputation, ultimately driving revenue growth and profitability.
6. Conclusion
By embracing a digital transformation strategy, Mercy Hospital can capitalize on the opportunities presented by the digital revolution in healthcare and remain competitive in the evolving landscape. This strategy will require a commitment to innovation, transparency, and a willingness to adapt to the changing needs of patients.
7. Discussion
Alternative options include:
- Maintaining the status quo: This option carries the risk of further decline in patient satisfaction and market share.
- Investing in a limited digital strategy: This option may not be sufficient to address the challenges posed by the digital revolution in healthcare.
Key assumptions include:
- Patient adoption of digital tools and platforms: The success of the digital transformation strategy relies on patients' willingness to engage with digital tools and platforms.
- Employee buy-in: The success of the strategy depends on employees' willingness to embrace new technologies and adapt to changing workflows.
- Financial resources: The implementation of the digital transformation strategy requires significant financial investment.
8. Next Steps
- Form a Digital Transformation Task Force: Establish a task force to develop the digital transformation strategy and oversee its implementation.
- Pilot Program: Launch the pilot program within six months, focusing on key areas such as patient engagement, operational efficiency, and data analytics.
- Employee Training: Implement employee training programs within one year, ensuring all employees are equipped with the necessary skills to utilize new digital tools and platforms.
- Marketing and Branding: Develop and implement a digital marketing strategy within one year, focusing on building brand awareness and attracting new patients.
- Continuous Evaluation: Continuously evaluate the effectiveness of the digital transformation strategy, making adjustments as needed to ensure its success.
By taking these steps, Mercy Hospital can successfully navigate the digital revolution in healthcare and position itself for continued success in the future.
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Case Description
As a middle manager at a biotechnology company, Sandra Brown harnessed digital tools and social media to engage others and build campaigns for change in the company. This case follows her career at the company, and describes the challenges she faced as a change agent, working to promote gender equality within the company, and a new drug developed to fight cancer externally.
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