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ZenOnco.io: Service Delivery and Brand-Building Dilemmas
內容大綱
In 2022, the India-based patient-centred integrative oncology start-up ZenOnco was struggling with brand equity and impact. The company had introduced two innovative apps—Ziopar and CANNECT—to help empower, educate, and enable patients and caregivers to access scientifically-based information and support on cancer treatment. However, the company had yet to become the most sought-after platform for cancer guidance. More than a dozen oncology start-ups were springing up across India’s fragmented, disorganized, and complex cancer-care industry, known for service-delivery issues and high drug costs. ZenOnco’s biggest challenge was brand building and navigating the customer service journey to become the preferred destination for free and low-cost, fact-based cancer-care guidance, counselling, and support.
學習目標
This case can be taught as part of postgraduate marketing management courses in modules covering services marketing, marketing, positioning, brand-equity building, service-profit chain, and services marketing. The case investigates dilemmas related to service-delivery issues, brand building, scaling up challenges, and ensuring that the algorithmic and human interfaces of ZenOnco’s services provide the best customer experience.<br><br>After working through the case and assignment questions, students will be able to<br><br><ul><li>appreciate the challenges faced by the paramedical care industry in a high-sensitivity area such as cancer care;</li><li>understand the factors that affect customer expectations and brand perceptions among target segments;</li><li>examine service areas that can be improved; and</li><li>explore brand-building challenges and find solutions for ZenOnco.</li></ul>