Case: Telehealth for Airrosti: Why is No One Knocking on the Digital Door? (Length: 10 pages)
Authors: Forest Kim, PhD, FACHE, and Neil Fleming, PhD, Hankamer School of Business, Baylor University
Background:
John Black and Duke Kenmore examined the patient volume for Nabors, one of their key clients in Houston. “I don’t understand why we’re seeing so many zeros,” John said. Though executives at Airrosti®[1] had the foresight to develop and launch a telehealth product, Airrosti® Remote Recovery (ARR), before the COVID-19 pandemic, employee use of ARR was dismal at Nabors. “Maybe patients are just tired of telehealth and are just hungry for in-person services, again?” quipped Duke. With much invested into the development of Airrosti® Remote Recovery, findings ways to increase employee use of the telehealth service was a problem Airrosti® needed to solve. Or was it?
[1] Airrosti Rehab Centers. We Fix Pain Fast. Airrosti. https://www.airrosti.com/. Accessed October 11, 2022.
Learning Objective:
The case is designed to help students contemplate the use and direction of telehealth services in a post-COVID era. Students will be asked to propose a market re-entry strategy for ARR at Nabors. The proposal should include a PESTLE analysis for factors affecting telehealth that informs your solution, marketing recommendations, financial projections, and implementation timeline and key performance indicators over the next three years
For inquiries about obtaining the case, contact Forest Kim at forest_kim@baylor.edu.