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1、Step1:ActivelylistentothecaseYourclientisGenCo,alarge,international,diversifiedcompanywithahealthcaredivisionthatproducesawidevarietyofmedicalinstrumentsandrelatedservices.Fiveyearsago,theyexpandedintothehealthcaresoftwareindustrybypurchasingMedCount,whichmarketsadministrationsystemstol
2、argeU.S.hospitals.Thesesystemsareprimarily"backoffice"innatureanddonotincludesystemsrelatedtomanagingpatientsandotherphysicianandtechnicalsupport.Sinceitwaspurchased,thesoftwaredivisionhasfailedtodeliverthegrowthneededtojustifythemultipleGenCopaidforit.GenCofeelsthattheyhavealreadysquee
3、zedmarginsasmuchaspossible,andnowarelookingfornewsalesopportunities.MedCountturnedtoBCGtohelpidentifypotentialideastohelpincreaserevenues.Howwouldyouapproachthisproblem?Step2:EstablishunderstandingofthecaseFirst,letmemakesureIunderstandtheproblem.Theparentcompanyproducesmedicaldevicesan
4、dservices,butpriortotheacquisitionwasnotinvolvedinhealthcaresoftware.Thecompanyitpurchased,MedCount,sellsonlyadministrationsystemssoftwaretolargehospitals.Theyarenowlookingforopportunitiestoincreaserevenues.Thatiscorrect.CouldIpleasetakeamomenttojotdownafewthoughts?Sure,thatwouldbefine.
5、Step3:SetuptheframeworkIwouldsuggestusingthefollowingframework:First,I'dwanttounderstandthemarketsizeandgrowthratesforourmarketandrelatedsoftwaremarkets.Next,Iwouldliketoexplorethecompetitionandtheirmarketshares.Third,Iwouldliketoexaminecustomerrequirements,then,giventhoseexternalcondit
6、ions（外部条件）,lookatthecapabilitiesofthedivisiontounderstandhowwell-prepareditistomeettheneedsofthemarketplace.Thatsoundsfine.Sowhatdoyouwanttoknowaboutthemarket?Step4:EvaluatethecaseusingtheframeworkWell,thefirsthurdlewouldbetoidentifywhatmarketsthecompanywouldbeinterestedin.Besidesadmini
7、strationsystems,whatothertypesofmedicalsoftwaresystemsdolargehospitalspurchase?Therearemanysoftwaresystems,butforthesakeoftime,theteamfocusedonthreeprimarymarkets:administrationsystems,patientadministration,andphysiciansupportsystems.Whatdothosesystemsdo?Patientadministrationwo
