Max Vision Eye Care Centre
The case study discusses the genesis of Max Vision Eye Center, a specialty eye care hospital started by two young doctors Dr. Ankur Sinha and Dr. Ajay Jhinja. Having established themselves as one of the recognized players in the eye care market in Jaipur, and having taken the first step towards creating adequate infrastructure for their business, the promoters are typically faced with the challenge of charting their growth path in the coming years.
The setting up of the organization was fortuitous, as both the founders were pushed into setting up the organization by their life circumstances. However, their decision so far had proved to be a blessing in disguise. Finance and finding the right work force for their hospital set up were proving to be the major areas of challenge for the firm. The field of medicine, particularly in area of surgery, has been witnessing significant growth peppered with frequent innovations. Competition often came from new and advanced techniques. This puts a constant pressure to learn and simultaneously perform the latest surgeries and leveraging from advances in information technology. They were aware that incorporation of the latest technology is no longer an option but a compulsion.
The Max Vision Eye Care Center (MVECC) case provides an opportunity for students to discuss the various aspects of a new business, like entrepreneurship qualities needed for a venture creation, the charting of future direction, managing limited resources and facing competition. In the case of MVECC, the two doctors had the right qualifications and exposure, but the fact that the entire eye care industry was undergoing rapid changes in terms of technology and completion, throws different challenges to these doctors. The students can approach this case from the point of view of a new business creation and growth starting from searching-screening-planning/financing to set up, startup and ongoing operations and growth.............
Case Positioning and Setting
The case can be used in courses on health care management as well as in courses on entrepreneurship. In general management the case may score in providing insights in the role played by different functional areas of management in any organization (not just healthcare) especially in a new venture (here a hospital).
Expected Learning Outcomes
The circumstances that the doctors faced and are facing, towards becoming true entrepreneurs and their responses to them is a learning experience in itself. The following learning outcomes will make this case an interesting read:
- • Understand and appreciate the dilemmas of new establishments like hospital
- • Decipher that although financial constraints are the foremost issues faced by start-ups, every other functional area of management needs a fair treatment
- • Assess and appreciate the different management styles/approaches as exhibited by the two of the Founder-doctors
- I. What are the various internal and external challenges facing MVECC?
- II. What will be your suggestions to the two doctors to help move the hospital from its establishment phase to its growth stage?
- III. ........................
- • Shivganesh Bhargava, Entrepreneurial Management, Response Books, New Delhi, 2008
- • David H.Holt, Entrepreneurship: New Venture Creation, Prentice-Hall of India, New Delhi, 2000
- • Eric A.Morse and Ronald K. Mitchell, Cases in Entrepreneurship: The Venture Creation Process, Sage, New Delhi, 2007
- • Rajeev Roy, Entrepreneurship, Oxford University Press, New Delhi, 2008