The Cali Clinic Case Analysis: Healthcare Marketing Strategies, Week 2

This case study analyzes The Cali Clinic, a gastroenterology group in Cali, Colombia, focusing on healthcare marketing strategies. Javier Perez, returning from an MBA, proposes a more sophisticated management approach, emphasizing transparency through a new website with virtual tours and promotional videos. The analysis explores key themes, including transparency, quality metrics (safety, timely care, patient-centered care), external validation through accreditation, and the international market, particularly medical tourism. Javier's plan aims to increase the clinic's appeal to both local and international patients. The paper references Berkowitz (2017) on transparency, the Centers for Medicare & Medicaid Services (2018) on quality metrics, Admin (2011) on accreditation, and the Centers for Disease Control and Prevention (2016) on medical tourism. It also mentions Saber, Bashah & Zarabi (2016) on accreditation in the context of the international market. The conclusion supports Javier's plan to expand the clinic by focusing on these key elements to enhance the clinic's transparency and quality metrics.

Running head: WEEK TWO CASE ANALYSIS: THE CALI CLINIC 1
Week Two Case Analysis: The Cali Clinic
Student’s Name
Institutional Affiliation

WEEK TWO CASE ANALYSIS: THE CALI CLINIC 2
Week Two Case Analysis: The Cali Clinic
Introduction
Healthcare marketing contains various themes and elements which an organization
providing healthcare services must be well knowledgeable about. The content of this paper is an
analysis of key themes in healthcare marketing such as transparency, international market,
quality and metrics in relation to the Cali Clinic case.
Transparency
Javier's plan as presented in the case study is to come up with a sophisticated website for
his company. According to Javier, developing a sophisticated website containing virtual tour for
the customers regarding their excellence indicators, surgicenter and a link to their promotional
videos on YouTube is a means to grow the clinic's patient market. Moreover, he believes that
making such changes will increase the clinic's transparency to patients. According to Berkowitz
(2017), increased transparency and increased presence of an organization on the internet presents
opportunities for more customers to engage in high-level shopping behaviors. Therefore this will
enable patients to evaluated alternatives available to them leading to market growth.
Quality Metrics
Evidence presented by Medicare centers and Medicaid Services shows that quality
measures are critical tools that help health providers to quantify health care process outcomes,
systems able to provide high-quality care and patient satisfaction rate and perception (Centers for
Medicare & Medicaid Services, 2018). Notably form the case, the patient market that Javier is
targeting with his Cali Clinic will definitely check the clinic’s measures before getting the care
services. Therefore, Cali Clinic showing measures such as safety, timely healthcare provision,

WEEK TWO CASE ANALYSIS: THE CALI CLINIC 3
and provision of patient-centered care and efficiency as measures of excellence by accreditations
will likely grow the Cali Clinic's patient Market.
External validation of the quality
According to Admin (2011), attainment of external validation by a doctor or a clinic
indicates quality excellence. Notably, external validation can only be revealed by getting
accreditation which ensures that evidence-based practices are conducted as well as ensures that
healthcare facilities are accessible, are efficiently managed affordable and effective. Javier's
action plan is therefore critical as it will ensure that the Cali Clinic obtains accreditation from
two different entities.
International market
According to the Centers for disease control and prevention (CDC) (2016), there are
various United States citizens who travel abroad for medical care every year. This report
confirms Javier's idea of increasing medical tourism. To this effect, it can be noted that Javier's
plan is suitable for increasing trust and interests in healthcare services offered by Cali Clinic to
medical tours. This is because before any medical tourist decides to travel abroad for medical
care, the patient must make sure that the health provider has the ability in terms of facility and
that it is accredited. The plan by Javier for Cali Clinic surgicenter to be accredited by Surgical
Review Corporation which is one of the accreditations, surgical training and consultation
providers (Saber, Bashah & Zarabi, 2016). Also, the plan by Javier for Cali Clinic doctors to be
accredited by the American Society of Bariatric Surgery puts the Cali Clinic at a better position
in the international market.
Conclusion

WEEK TWO CASE ANALYSIS: THE CALI CLINIC 4
Cali Clinic partners should consider Javier's plan because it is well outlined and is
directed towards expanding the clinic in the future by ensuring Cali patient's market growth. The
plan presented by Javier in the case study will increase the Cali Clinic's transparency though the
website, increasing quality metrics through excellence indicators and accreditations.

WEEK TWO CASE ANALYSIS: THE CALI CLINIC 5
References
Admin. (2011). Importance of Accreditation of Hospitals in Healthcare. Retrieved March 18,
2020, from http://www.jli.edu.in/blog/importance-of-accreditation-of-hospitals-in-
healthcare/
Berkowitz, E. N. (2017). Essentials of health care marketing (4th ed.). Jones & Bartlett
Learning. Retrieved
from:https://www.researchgate.net/publication/262730080_Essentials_of_Health_Care_
Marketing
Centers for Disease Control and Prevention. (2016, December 05). CDC Features. Retrieved
March 18, 2020, from https://www.cdc.gov/features/medicaltourism/index.html
Centers for Medicare & Medicaid Services. (2018). HCAHPS: Patients' Perspectives of Care
Survey https://www. cms. Gov/Medicare/Quality-Initiatives-Patient-Assessment-
Instruments/HospitalQualityInits. HospitalHCAHPS. html webcite.
Saber, A. A., Bashah, M. M., & Zarabi, S. (2016). Metabolic and bariatric surgery accreditation
and quality improvement program (MBSAQIP) by the American Society for Metabolic
and Bariatric Surgery (ASMBS) and American College of Surgery (ACS). In Obesity,
Bariatric and Metabolic Surgery (pp. 581-584). Springer, Cham.