Ivey Publishing

Product Details

Midtown Medical Centre: Exploring Business Expansion Strategies
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Publication Date:
Revised Date:
10 pages (6 pages of text)
Product Type:
Case (Field)
Midtown Medical Centre, a family clinic operating two centres in the Indian state of Kerala, provided quality and convenient health care facilities to nearby communities. Founded in 2016 by six young entrepreneurs, the project had grown to two centres by the second year of operation, serving semi-urban and urban patients in the cities of Thrikkakkara and Aluva. In August 2018, the six entrepreneurs were considering expanding to a third centre, but they were unsure how to proceed. They were also unsure about the sustainability of the business model they had adopted for the clinic. They were aware of the importance of attracting new patients and having the appropriate space for the success of any health care clinic. Therefore, the six entrepreneurs were considering revisiting their marketing strategies to make them more effective.
Learning Objective:
This case is suitable for courses on marketing management, service marketing, retail management, strategic management, and entrepreneurship at the graduate level. After completion of this case, students will be able to
  • understand the predominant business models used by global primary health care providers;
  • analyze the existing business model and identify any of its challenges; and
  • assess existing marketing strategies and evaluate their effectiveness.
Marketing,  Entrepreneurship
Health Care Services
India, Small, 2018
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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