Harvard Case - GlobalMed: Telemedicine for the Rio Olympics
"GlobalMed: Telemedicine for the Rio Olympics" Harvard business case study is written by Karen A. Brown, Nancy L. Hyer, Nathan T. Washburn. It deals with the challenges in the field of Operations Management. The case study is 9 page(s) long and it was first published on : Apr 1, 2014
At Fern Fort University, we recommend that GlobalMed adopt a hybrid approach to providing telemedicine services for the Rio Olympics. This approach will leverage existing infrastructure and partnerships while strategically incorporating new technologies and partnerships to ensure a robust and scalable service.
2. Background
GlobalMed, a leading telemedicine provider, faces the opportunity to provide medical services for the 2016 Rio Olympics. The company is tasked with creating a comprehensive system that can handle a large influx of athletes, staff, and visitors. The case study highlights the challenges of managing a large-scale event with diverse needs, including language barriers, cultural differences, and the potential for unexpected medical situations.
The main protagonists are GlobalMed's CEO, Dr. David Lee, and his team, who must navigate the complexities of providing telemedicine services in a foreign country with limited resources.
3. Analysis of the Case Study
The case study presents a complex scenario that requires a deep understanding of operations strategy, supply chain management, technology and analytics, and international business.
A. Operations Strategy:
- Scalability: GlobalMed needs to ensure its system can handle the surge in demand during the Olympics. This requires capacity planning and flexible manufacturing systems to accommodate fluctuating patient volumes.
- Resource Allocation: Effective asset management is crucial to optimize the use of medical equipment, personnel, and facilities.
- Process Design: Streamlined process design and process improvement are essential to ensure efficient patient flow and minimize waiting times.
B. Supply Chain Management:
- Global Sourcing: GlobalMed needs to source medical supplies and equipment from various locations, requiring robust sourcing and logistics management.
- Inventory Control: Implementing just-in-time (JIT) production and inventory management strategies can minimize storage costs and ensure timely availability of essential supplies.
- Demand Forecasting: Accurate demand forecasting is crucial for predicting the need for medical resources, ensuring adequate supply, and avoiding shortages.
C. Technology and Analytics:
- Information Systems: GlobalMed needs to leverage information systems and enterprise resource planning (ERP) systems to manage patient data, track medical supplies, and facilitate communication between medical professionals.
- Telemedicine Platform: The telemedicine platform should be reliable, secure, and user-friendly, incorporating features like real-time video conferencing, secure data transfer, and remote diagnostics.
- Data Analytics: Utilizing operations analytics and performance indicators can help GlobalMed monitor service performance, identify bottlenecks, and optimize operations.
D. International Business:
- Cultural Sensitivity: GlobalMed needs to be sensitive to cultural differences and language barriers, ensuring effective communication and culturally appropriate medical care.
- Regulatory Compliance: The company needs to comply with local regulations and licensing requirements for medical services.
- Risk Management: GlobalMed must develop a comprehensive risk management plan to address potential challenges like natural disasters, security threats, and logistical issues.
4. Recommendations
1. Hybrid Approach:
- Leverage Existing Partnerships: GlobalMed should leverage existing partnerships with local hospitals and clinics to provide basic medical services and support.
- Strategic New Partnerships: Establish partnerships with specialized medical providers, such as sports medicine clinics, to handle complex cases.
- Dedicated Telemedicine Hub: Establish a dedicated telemedicine hub with specialized equipment and staff to handle remote consultations and diagnostics.
2. Technology and Infrastructure:
- Robust Telemedicine Platform: Invest in a secure, reliable, and user-friendly telemedicine platform with features like real-time video conferencing, secure data transfer, and remote diagnostics.
- Language Translation Services: Integrate language translation services into the platform to facilitate communication between patients and medical professionals.
- Mobile App: Develop a mobile app for patients to access medical information, schedule appointments, and communicate with medical professionals.
3. Operations and Logistics:
- Supply Chain Optimization: Implement a robust supply chain management system to ensure timely delivery of medical supplies and equipment.
- Inventory Management: Utilize just-in-time (JIT) production and inventory management strategies to minimize storage costs and ensure availability of essential supplies.
- Capacity Planning: Implement capacity planning strategies to ensure adequate staffing and resources to handle peak demand.
4. Marketing and Communication:
- Public Awareness Campaign: Launch a public awareness campaign to inform athletes, staff, and visitors about the availability of telemedicine services.
- Language-Specific Materials: Develop marketing materials in multiple languages to reach a diverse audience.
- Social Media Engagement: Utilize social media platforms to promote telemedicine services and provide updates on service availability.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: GlobalMed's core competency lies in providing telemedicine services. The recommendations leverage this strength while expanding into new areas like international partnerships and language translation.
- External Customers: The recommendations address the needs of athletes, staff, and visitors by providing convenient and accessible medical services.
- Competitors: By leveraging existing partnerships and investing in technology, GlobalMed can differentiate itself from competitors and offer a more comprehensive and efficient service.
- Attractiveness: The proposed hybrid approach is cost-effective and scalable, ensuring a high return on investment.
6. Conclusion
By adopting a hybrid approach, GlobalMed can successfully provide telemedicine services for the Rio Olympics. This approach will leverage existing infrastructure and partnerships while strategically incorporating new technologies and partnerships to ensure a robust and scalable service.
7. Discussion
Alternatives:
- Fully Outsourced Approach: This option would involve outsourcing all medical services to local providers, potentially leading to inconsistencies in service quality and limited control over operations.
- Traditional Clinic Approach: This option would involve setting up a traditional clinic, requiring significant investment in infrastructure and personnel, which may not be feasible given the short timeframe.
Risks:
- Technological Failure: The telemedicine platform may experience technical issues, leading to service disruptions and patient dissatisfaction.
- Security Breaches: Patient data may be compromised due to security breaches, leading to legal and reputational damage.
- Cultural Sensitivity: Misunderstandings or cultural insensitivity may arise, leading to negative perceptions of the service.
Key Assumptions:
- The telemedicine platform is reliable and secure.
- Partnerships with local providers are established and reliable.
- The demand for telemedicine services is high.
8. Next Steps
Timeline:
- Month 1: Secure partnerships with local providers and finalize technology platform selection.
- Month 2: Develop marketing materials and launch public awareness campaign.
- Month 3: Deploy telemedicine equipment and train staff.
- Month 4: Conduct pilot program to test service functionality and address any issues.
- Month 5: Launch full-scale telemedicine services for the Rio Olympics.
By following these recommendations and taking the necessary steps to mitigate risks, GlobalMed can successfully provide telemedicine services for the Rio Olympics, enhancing the experience for athletes, staff, and visitors while establishing itself as a leading provider of international telemedicine services.
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Case Description
Manoel Coelho, Director of Global Business Development at GlobalMed in Scottsdale, Arizona, USA, was looking ahead to the 2016 Rio Olympic Games and the opportunities the Games would offer for raising international awareness of the role and value of telemedicine. He worked closely with Dr. Antonio Carlos Marttos of Miami's Jackson Memorial Hospital, who was the chief spokesman for the telemedicine initiative. Coelho's challenge was to assist Marttos in pitching the general idea of telemedicine to key decision makers, while also keeping his company in the line of sight as the preferred vendor. As Marttos envisioned it, mobile, suitcase-sized telemedicine units would be positioned at key venue sites throughout Rio to serve the needs of athletes and spectators. Telemedicine would allow for on-site diagnosis and connections to physicians at Rio hospitals, as well as to physicians in the home countries of athletes or spectators. GlobalMed embarked on the Rio Olympics project as a key initiative in its strategic mission to expand globally. The company, founded in 2002, had moved carefully and deliberately to establish its credibility in smaller projects at the Pan American Games in 2011 and at the London Olympics in 2012. Exposure via the Olympic Games would not only benefit GlobalMed, but the entire telemedicine industry. If the project moved forward, Coelho would need a comprehensive but adaptable project plan, including a thorough assessment of potential risks and challenges.
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