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Breakeven Analysis

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Introduction

Columbia Memorial Hospital is an acute care hospital with 300 beds and 160 staff physicians, and is one of 75 hospitals owned and operated by Health Services of America, a for profit, publicly owned company. In addition, Columbia Memorial operates an emergency room and stand-alone walk-in clinics. Currently, 8,000 of these walk-in clinics exist around the country. Because of Columbia’s profitability, the other three hospitals in the area opened walk-in clinics as well, thereby increasing Columbia Memorial’s competition. Due to the increased competition, there are only three clinics left in the city, down from the original five. The profitability of Columbia Memorial’s walk-in clinic is also in question as it is operating at only half of its capacity. In order to help the clinic become profitable once again, the marketing director, Rose Daniels, has presented a plan to implement a new campaign to the public to encourage use of the walk-in clinic. This proposed marketing plan would focus on occupational health services (OHS). “OHS would provide care to local businesses including physical examinations for managers and employees; treatment of illnesses that occur during working hours; and treatment of work-related injuries” (Gapenski, 51). Not only will the plan raise capacity in the clinic, but it will also lead to better overall health outcomes and prevent possible closure of the clinic threatened by the lack of profit generation. Columbia Memorial Hospital’s chief executive officer, Mike Reynolds is concerned about the financial viability of the clinic, as it only sees 45 patients a day but has a capacity to handle up to 85 patients a day. Mr. Reynolds has asked Columbia’s chief financial officer, Brent Williams, to investigate the current standing of the walk-in clinic. Based on their information, the financial consulting team of Health Services

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