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Une entreprise en santé… en santé?

Tough Decision Facing an Enterprising Physician (A)
Case 9 10 2015 005
Author : 
Languages : 
  • French,
  • English
  • Besoin,
  • Plan marketing,
  • Publicité,
  • Marketing,
  • Clientèle
  • Need,
  • Marketing plan,
  • Publicity,
  • Marketing,
  • Clientele
Year of production : 
2015
Registration date : 
2015-10-28
Teaching notes included : 
Yes

Peter Larivière, médecin de formation, décide à l’âge de 50 ans de quitter l’hôpital où il est employé depuis 17 ans pour se lancer en affaires et offrir des soins de santé aussi bien publics, couverts par la Régie de l’assurance maladie du Québec, que privés. En 2000, il fonde ainsi Les Soins de santé PL en ouvrant une première clinique à Aylmer, au Québec, puis, en 2008, il ouvre une seconde clinique, celle-là à Ottawa, en Ontario. Peter Larivière fait face à un dilemme : doit-il ou non conserver la succursale-satellite ontarienne (province voisine) qui lui cause des soucis? Cette succursale répond aux besoins des clients locaux, certes, mais elle n’atteint pas les objectifs de rentabilité visés. M. Larivière doit décider s’il doit garder sa clinique d’Ottawa ouverte ou s’il doit se concentrer exclusivement sur l’autre clinique, celle d’Aylmer, qui lui rapporte le gros de ses revenus. Que faire?

Physician Peter Larivière, 50, decided to leave the hospital where he had been employed for seventeen years to open his own clinic, where he would offer both private health care and services covered by the Quebec health insurance plan. In 2000, he founded PL Health Care on Main Street in Aylmer, Quebec, near Gatineau. In 2008, he opened a satellite clinic on Bank Street in Ottawa, Ontario, the capital of Canada. In 2011, the health care industry underwent several significant changes requiring the strategic realignment of PL Health Care. The Ottawa clinic faced numerous challenges, including higher operating expenses, and Dr. Larivière could not rely on income from the private sector. Today, he must make a decision: how can he effectively manage the Ottawa clinic, which is the source of many of his worries? The clinic meets the needs of local clients, but does not meet its profitability objectives. What should he do?

Primary domain : 
Marketing  - Sales
Secondary domain : 
Management  - Entrepreneurship
Sectors : 
  • Healthcare
Source : 
Elsewhere
Type : 
Traditional case (Decision-making case)
Type of data used in the production of the case : 
Fictional data inspired by real-life situations, but significantly transformed
Event location : 
Year of start of the event : 
Not available
Year the event ended : 
Not available
Business size : 
Self-employed worker
  • Marketing
  • Vente
  • Stratégie
  • Marketing
  • Sales
  • Strategy

Développer une stratégie et une vision marketing ou, pour les étudiants plus avancés, un plan marketing complet.

Students will develop a marketing vision or, for more advanced students, a complete marketing plan taking into account (basic) financial, strategic, and sociocultural factors.

  • Changement
  • Stratégie
  • Plan marketing
  • Publicité
  • Change
  • Strategy
  • Marketing plan
  • Publicity