Details

Case

Educator Copy

Shaukat Khanum Memorial Cancer Hospital and Research Centre

Muhammad Tariq, Irfan Amir


INDUSTRY : Health Services

AREA : Marketing

ORGANIZATION : Shaukat Khanum

LENGTH : 17

LUMS No : 04-2315-2000-1

PUBLICATION YEAR : 2000

DESCRIPTION

KEYWORDS:

SKMCH & RC,Shaukat Khanum,Memorial Cancer Hospital,Research Centre,Marketing,Hospital,Healthcare,Service,Imran Khan,Financial Viability


DESCRIPTION:

Shaukat Khanum Memorial Cancer Hospital and Research Centre (SKMCH & RC) was conceived in 1985 by Mr. Imran Khan, the Pakistani cricketing hero, soon after his mother's death due to cancer. With extraordinary dedication and unprecedented public support his dream became a reality when the first phase of the Hospital was completed in December 1994, at a cost of Rs 677 million. A key aspect of the mission statement for the Hospital was to provide free treatment to the needy cancer patients. The master plan for the Hospital also included development of cancer research capability and overall expansion of operations. The Hospital started operations in early 1995. Despite significant efforts to generate revenues from operating (hospital services) and non-operating (donations and Zakat) sources, the rising costs, primarily due to free treatment of growing number of patients, resulted in a serious financial crunch for the Hospital management. The Acting Hospital Director and CEO, Mr Ali Akbar Chaudhry, solicits the help of the Marketing Department. The purpose is to examine in detail the financial position of the Hospital and to develop a marketing plan to achieve short- and long-term financial viability. 


LEARNING OBJECTIVES:

To understand the issues with regard to developing financial and marketing plans for the financial sustainibility of a charitable hospital.


SUBJECTS COVERED:

Marketing