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1、案例分析全英文Findingrevenuegrowthinthemedicalsoftwareindustry Step1:ActivelylistentothecaseYourclientisGenCo,alarge,international,diversifiedcompanywithahealthcaredivisionthatproducesawidevarietyofmedicalinstrumentsandrelatedservices.Fiveyearsago,theyexpandedintothehealthcaresoftwareindustrybypurc
2、hasingMedCount,whichmarketsadministrationsystemstolargeU.S.hospitals.Thesesystemsareprimarily"backoffice"innatureanddonotincludesystemsrelatedtomanagingpatientsandotherphysicianandtechnicalsupport.Sinceitwaspurchased,thesoftwaredivisionhasfailedtodeliverthegrowthneededtojustifythemultipleGen
3、Copaidforit.GenCofeelsthattheyhavealreadysqueezedmarginsasmuchaspossible,andnowarelookingfornewsalesopportunities.MedCountturnedtoBCGtohelpidentifypotentialideastohelpincreaserevenues.Howwouldyouapproachthisproblem? Step2:EstablishunderstandingofthecaseFirst,letmemakesureIunderstandtheproble
4、m.Theparentcompanyproducesmedicaldevicesandservices,butpriortotheacquisitionwasnotinvolvedinhealthcaresoftware.Thecompanyitpurchased,MedCount,sellsonlyadministrationsystemssoftwaretolargehospitals.Theyarenowlookingforopportunitiestoincreaserevenues.Thatiscorrect.CouldIpleasetakeamomenttojotd
5、ownafewthoughts?Sure,thatwouldbefine. Step3:SetuptheframeworkIwouldsuggestusingthefollowingframework:First,I'dwanttounderstandthemarketsizeandgrowthratesforourmarketandrelatedsoftwaremarkets.Next,Iwouldliketoexplorethecompetitionandtheirmarketshares.Third,Iwouldliketoexaminecustomerrequireme
6、nts,then,giventhoseexternalconditions,lookatthecapabilitiesofthedivisiontounderstandhowwell-prepareditistomeettheneedsofthemarketplace.Thatsoundsfine.Sowhatdoyouwanttoknowaboutthemarket? Step4:EvaluatethecaseusingtheframeworkWell,thefirsthurdlewouldbetoidentifywhatmarketsthecompanywouldbeint
7、erestedin.Besidesadministrationsystems,whatothertypesofmedicalsoftwaresystemsdolargehospitalspurchase?Therearemanysoftwaresystems,butforthesakeoftime,theteamfocusedonthreeprimarymarkets:administrationsystems,patientadministration,andphysiciansuppor
