Hope Noah: Is All-Inclusive Pricing an Effective Strategy for the Medical Tourism Industry?

Dongsheng Zhou, Livia Ruan

科研成果: 其它稿件案例

摘要

Hope Noah Health Management (Beijing) Co., Ltd. (hereafter Hope Noah) was one of China's earliest providers of medical tourism services. The company built a sterling reputation among customers, and demand for its services grew quickly. However, CEO Wang Gang wanted to achieve more than just handsome sales figures and hoped to provide customers with more effective, efficient, and affordable medical tourism services. He believed that the industry’s prevailing pricing model, whereby customers were charged according to the amount, duration, and frequency of services ran counter to patients' interests, as less effective and longer treatments resulted in higher bills. To address this issue, Wang considered switching to an "all-inclusive" pricing model covering medical costs, service charges, and all other non-medical expenses arising from treatment. In addition to addressing patients' concerns about unpredictable expenses, this model would also force the company to increase efficiency, aligning the interest of patients with those of the company. However, Wang's proposal was unanimously opposed by other executives due to the financial risks associated with the inherent uncertainties of medical treatment. This case looks into a thought-provoking topic as it concerns China's inadequate medical resources, deficient healthcare system, rapidly aging society, and consumption upgrading trends. The case study will cover topics like basic pricing theories and innovative pricing methods while showing students how to formulate marketing strategies for companies by applying theoretical frameworks such as the marketing mix.
源语言英语
页数12
出版状态已出版 - 30 6月 2019

案例编号

MKT-19-625

案例规范编号

MKT-19-625-CE

案例类型

Field Case

更新日期

12/04/2024

附注

For more details, please visit www.chinacases.org

来源

China Europe International Business School

案例学科表

  • 市场营销
  • 战略

案例行业表

  • 医疗保健服务

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