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Written by Gary F. Smith
Publish Date: 2024-12-03

Harvard Case - Altibbi: Revolutionizing Telehealth Using AI

"Altibbi: Revolutionizing Telehealth Using AI" Harvard business case study is written by Himabindu Lakkaraju. It deals with the challenges in the field of Operations Management. The case study is 19 page(s) long and it was first published on : May 19, 2022

At Fern Fort University, we recommend Altibbi focus on expanding its reach and solidifying its position as the leading AI-powered telehealth platform in the MENA region. This will involve a multi-pronged approach encompassing strategic partnerships, tailored product development, and a robust marketing strategy. By leveraging its existing strengths in AI, user experience, and regional expertise, Altibbi can effectively address the growing demand for accessible and affordable healthcare in the region.

2. Background

Altibbi is a Saudi Arabian startup that has developed a revolutionary AI-powered telehealth platform. The platform provides users with access to medical information, symptom checkers, and virtual consultations with doctors. Altibbi faces the challenge of scaling its operations to meet the growing demand for its services while maintaining its high quality standards. The case study explores the company's current situation, its competitive landscape, and the opportunities and challenges it faces in its quest to become a leading telehealth provider in the MENA region.

The main protagonists of the case study are:

  • Dr. Sultan Al-Otaibi: The founder and CEO of Altibbi, a visionary leader with a strong commitment to improving healthcare access in the region.
  • The Altibbi team: A dedicated group of professionals working to develop and deliver innovative telehealth solutions.
  • The MENA healthcare market: A rapidly growing market with a significant demand for accessible and affordable healthcare services.

3. Analysis of the Case Study

Strategic Framework: We will utilize Porter's Five Forces framework to analyze the competitive landscape and identify opportunities for Altibbi.

  • Threat of New Entrants: The telehealth market is attracting increasing interest from new entrants, posing a potential threat to Altibbi's market share. However, Altibbi's established brand, AI expertise, and strong user base provide a competitive advantage.
  • Bargaining Power of Buyers: Patients have a high bargaining power due to the increasing availability of telehealth options. Altibbi needs to ensure its platform offers competitive pricing and exceptional user experience to retain customers.
  • Bargaining Power of Suppliers: Altibbi relies on a network of healthcare professionals for its services. Maintaining strong relationships with these suppliers is crucial to ensure a consistent supply of qualified doctors.
  • Threat of Substitute Products: Traditional healthcare providers and other telehealth platforms represent potential substitutes for Altibbi's services. Differentiation through AI-powered features and personalized user experience is key to mitigating this threat.
  • Competitive Rivalry: The MENA telehealth market is becoming increasingly competitive, with several players vying for market share. Altibbi needs to focus on differentiating its offerings and building a strong brand presence to maintain its competitive edge.

Operational Framework: To assess Altibbi's operational capabilities, we will utilize the Operations Strategy Framework, focusing on the following key aspects:

  • Operations Strategy: Altibbi's operations strategy should prioritize efficiency, scalability, and quality. This involves optimizing its supply chain management, information systems, and technology and analytics to ensure seamless delivery of services.
  • Process Design: Altibbi should implement a lean manufacturing approach to minimize waste and maximize efficiency in its operations. This includes streamlining production processes, optimizing inventory management, and implementing Six Sigma quality control measures.
  • Capacity Planning: Altibbi needs to accurately forecast demand and adjust its capacity accordingly to avoid bottlenecks and ensure timely service delivery. This can be achieved through demand forecasting methods and capacity planning techniques.
  • Technology and Analytics: Altibbi's AI-powered platform is a key differentiator. Continued investment in R&D and data analytics will be crucial for enhancing its platform's capabilities and improving user experience.

4. Recommendations

  1. Strategic Partnerships: Altibbi should actively seek strategic partnerships with leading healthcare providers, insurance companies, and government agencies in the MENA region. This will enable them to expand their reach, access new customer segments, and leverage existing infrastructure.
  2. Tailored Product Development: Altibbi should invest in developing tailored product features that cater to the specific needs of different patient demographics and healthcare segments in the MENA region. This includes incorporating local languages, cultural sensitivities, and specific medical conditions prevalent in the region.
  3. Robust Marketing Strategy: Altibbi should implement a multi-channel marketing strategy that leverages digital channels, traditional media, and community outreach programs. This should focus on building brand awareness, educating the public about telehealth benefits, and highlighting the platform's unique features.
  4. International Expansion: Altibbi should consider expanding its operations to other high-growth markets within the Middle East and North Africa region. This will allow them to capitalize on the increasing demand for telehealth services and diversify their revenue streams.
  5. Continuous Improvement: Altibbi should adopt a Kaizen approach to continuous improvement, focusing on identifying and addressing operational bottlenecks, optimizing processes, and enhancing user experience. This can be facilitated through value stream mapping, process analysis, and project management techniques.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  1. Core Competencies and Consistency with Mission: Altibbi's core competency lies in its AI-powered platform and its commitment to improving healthcare access. The recommendations align with this mission by leveraging these strengths to expand reach and enhance service offerings.
  2. External Customers and Internal Clients: The recommendations prioritize the needs of both external customers (patients) and internal clients (healthcare professionals). This includes ensuring a seamless user experience, providing access to qualified doctors, and facilitating efficient communication between all parties.
  3. Competitors: The recommendations aim to differentiate Altibbi from its competitors by focusing on tailored product development, strategic partnerships, and a robust marketing strategy.
  4. Attractiveness: The recommendations are expected to enhance Altibbi's financial performance by increasing market share, expanding revenue streams, and improving operational efficiency.

6. Conclusion

Altibbi has the potential to become a leading telehealth provider in the MENA region. By implementing the recommended strategies, the company can effectively address the growing demand for accessible and affordable healthcare, solidify its position as a market leader, and achieve sustainable growth.

7. Discussion

Other Alternatives:

  • Merging with a larger telehealth company: This could provide access to resources and expertise, but could also lead to loss of control and cultural clashes.
  • Focusing solely on a specific niche market: This could allow for greater specialization but could limit potential growth.

Risks and Key Assumptions:

  • Competition: New entrants and existing players could pose a significant challenge to Altibbi's market share.
  • Regulatory environment: Changes in regulations could impact the operations of telehealth platforms.
  • Technology adoption: The success of Altibbi's platform relies on the adoption of telehealth services by the target population.

8. Next Steps

  1. Conduct a thorough market analysis: Identify key target segments, competitive landscape, and potential partnerships.
  2. Develop a detailed product roadmap: Outline product features, functionalities, and development timelines.
  3. Implement a comprehensive marketing strategy: Define target audiences, marketing channels, and key messages.
  4. Secure funding: Secure necessary capital to support expansion plans and product development.
  5. Establish strategic partnerships: Negotiate and finalize partnerships with key players in the MENA healthcare ecosystem.

By taking these steps, Altibbi can effectively execute its growth strategy and establish itself as a leading force in the MENA telehealth market.

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