SWOT review

At the time the article was written, PCLI had been operating for almost twenty years. For some companies this is a great deal of advantage. We can say that PCLI has passed the survival stage long ago. However, between 1999 and 2002 the competition has been so fierce that it threatens the continuation of service for our case company. The following is a SWOT analysis to understand better the current situation of the company and probably figure out how PCLI’s competitors are taking a better advantage of the market, business strategies, and technology.

Strengths
Business outstanding reputation for many years
Highly qualified team composed of seven surgeons that specialized in the various forms of eye surgery
Company creates value for customers through surgical excellence approach and consideration
Effective use of science, technology, and Christian principles
Constant communication with patient and patient’s optometrist
Shared knowledge with patient’s optometrist for better results
Modern facilities located in a single region
Development of a network of 150 family ODs in a region
Motivation through high compensation for surgeons
Ownership of two aircrafts used to fly the surgical team between the centers
Great finance team that help patients with medical insurance claims and financing arrangements
Enhanced software calibration unique to PCLI developed by one of its own surgeons
Development of s system to track eye movements by the founder of the company

Weaknesses:
Unsuccessful marketing strategies, inability to capture new segments of the population (did not advertised aggressively)
Extreme capital cost of the equipment to perform LASIK procedures
Less time in the market performing laser surgery
Only three of PCLI’s seven surgeons specialized in LASIK and related procedures
Infrastructures located only in the northwestern United States.
High royalties paid for specialized equipment in the US only
Unable to open more facilities closer and more convenient for other patients
Inability to provide for patients’ continuity of care at the same location by the same doctor
Unable to provide for patients’ basic eye care needs
FAD tight and adverse regulations that delay the use of advanced technology
High salaries compare to their competitors
Inflexible marketing strategies: not allowing patients to see their own OD and be referred by them
Presentation of a whole package at high prices
Inability to participate in discount plans like other companies to attract more clients
Lack to communicate PCLI’s clients of the company’s innovative technology and achievements
Relay on referrals from independent optometrists (network only)
Inflation rate benefiting competitors from Canada

Opportunities:
Capture a bigger share of the market
Expand company facilities in other states and increase revenues
Expand the types of services such as basic eye care needs, continuity of service pre- and post-operation, cataract surgery, etc
Partner with small clinics in different regions (out of network)
Research and use of new methods to improve vision: Intraocular lenses
Partnership with employers to offer laser surgery benefits
Exploring services for additional members of the family: surgery for pets in the future

Threats:
Increasing competition and reduction of share of the market
Surgeons leaving the company and opening their private office and collaborating with competitors
Employee low morale
Reductions of salaries
Suits for mal practice
National competition
Loss of revenues due to excessive royalties

Trends:
People traveling to other countries for surgeries
Innovative equipment becoming less expensive
Laser surgery to correct other problems: e.g., cataracts
People caring more about pets’ health (pet surgery)

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