Case Name :      Global Healthcare Exchange Canada: Trade Exchange Adoption

Authors :           Terry H. Deutscher, Dana Gruber

Source :             Ivey Publishing

Case ID :            902A23

Discipline :        Marketing

Case Length :    17 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Global Healthcare Exchange Canada is a business-to-business exchange that connects hospitals and their major suppliers through an electronic procurement process. Founded as a subsidiary of its global parent, the exchange has become the leading health-care exchange in the country, but it is still far short of break-even. To drive adoption among hospitals and suppliers to the target levels, Global Healthcare must develop a compelling value proposition. This requires overcoming considerable inertia among hospitals that are often reluctant to change their frequently inefficient purchasing processes. Despite the major benefits to be realized from automating supply chain operations in the industry, the adoption decision process among hospitals is highly complex and idiosyncratic. In confronting these challenges, the exchange must also re-examine its own business model, in particular its pricing strategy for both suppliers and hospitals.