Thisome Essay

1753 words - 8 pages

Question 1: How would you evaluate EHG’s marketing efforts to date? EHG’s marketing efforts have been limited and not as successful as it could be because of the following strategies and limitations. EHG’s marketing efforts seemed half hearted or lacked direction. First, EHG has had an inconsistent marketing campaign. It initiated and then withdrew from a radio campaign. That campaign was resulting in an average of an additional 100 examinations per month with a close ratio of 29% - almost 1 in 3 callers who called as a result of radio were booking examinations. Key figures in EHG felt this broad campaign was too costly and it consequently discontinued. Similarly, it’s print media ...view middle of the document...

Along these lines, EHG lacked a strategy to directly target executives. Flatley recognized this gap and the need for both himself and his sales VP to be directly involved in the process but had yet to commit to this process –Flatley cited control over his calendar and one has to question his priorities, as successfully targeting CEOs and providing a good experience is marketing source in itself. Finally some sales processes took several months to years making it difficult to close deals and with a compensation system based on yearly bonuses this may have detracted from longer-term sales negotiations. Compounding the poor marketing effort was the fact that there was no real effort to retain those patients who were attained.
Question 2: what is the market opportunity for EHG? How valuable is the typical EHG examinee? At the time of case, Time magazine (June 15, 1998) reported that ‘executive health programs have sprung up around the country’ driven by demand for more comprehensive services and recognition that healthy executives had a significant positive impact on a companies performance. Essentially during this period, there was a growing demand for comprehensive examinations resulting from the backlash to HMOs and the growing recognition of the CEO’s health impact on performance.
To understand EHG’s market opportunity, we should first examine its capacity. At the time EHG was performing 21,000 exams per year running at a 60% capacity, suggesting that it had capacity of around 35,000 exams. So EHG had room to take on more opportunity and this was reflected by Flatley who recognized that EHG could do the ‘current level of business renting only half a floor in this building’. In addition, EHG may not have been making the most use of its current space. The VIP room was underutilized and the growing need for record documentation was demanding more and more of the 40,000 square feet – record keeping is one function that could be either placed off campus or outsourced, especially in an era where electronic medical records where beginning to be more prevalent.
While executive examinations were a niche market, they still competed with MCOs as patients and gatekeepers (benefit managers) did not fully understand the value proposition of these more thorough examinations. EHG’s closest competitor was Affiliated Physicians who offered lower priced examinations, and in fact two accounts had migrated from EHG to Affiliated Physicians suggesting that competitive pressures were significant and pricing was a key issue for attracting and retaining accounts.
Based on EHG’s current pricing and volume, the revenue from exams alone was around $16 million based on 21,000 exams at $660 per exam with an additional $100 for lab fees. If EHG could reach full capacity in its current facility of 35,000 exams, it could add another $10.6 million in revenues. This is product view and not a customer view, which we address below. Assuming EHG could reach this...

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