Cancer Treatment Centers of America (CTCA), a U.S. network of four independently owned oncology concentrated factory hospitals, was weighing alternatives for growth. CTCA was thoroughly cancer focused and specialized in treating patients with advanced and complex -stage cancers, who were reached through advertising its integrative, team-based approach to care. CEO Stephen Bonner needed to choose whether to focus future expansion on constructing additional full scale hospitals or pursuing a hub-and-spoke model, in which numerous oncology outpatient centers would be constructed in the region of each CTCA hospital.
His decision would be made in the circumstance of CTCA's unique business model and treatment philosophy and the public policy landscape, including certificate-of-need laws along with the arrival of Responsible Care Organizations (RCOs) and bundled payments. CTCA's for profit status and direct-to-consumer advertising made it a target, he understood.
PUBLICATION DATE: August 20, 2012 PRODUCT #: 313012-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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