Case Detail

Case Summary

With a Little Help from "Nuestros Amigos": Hispanics and Kidney Transplants

Case Number: 5-116-003, Year Published: 2016

HBS Number: KEL940

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Key Concepts

Consumer Marketing, Cross-Cultural Relations, Customer Service, Service Management, Healthcare, Innovation, Market Analysis, Marketing Strategy, Nonprofit Management, Nonprofit Marketing, Social Responsibility, Multicultural Marketing


Dr. Juan Caicedo was educated in general medicine and surgery at Universidad Nacional de Colombia and practiced transplant medicine in Bogota. He determined that he would need to go to the United States to advance his training, and ultimately was awarded a fellowship in transplant surgery at Northwestern Memorial Hospital.

During his three years as a fellow, Caicedo was struck by the number of Hispanic patients on the kidney transplant waiting list. Not only were Hispanics the highest growth group on the transplant waiting list, they also waited longer for transplants and died while waiting at higher rates than non-Hispanic whites or African-Americans. Caicedo also was alarmed by Hispanic patients' lower utilization of living donors for transplantation—they were underrepresented not only as live donor transplant patients, but also as donors.

As he neared the end of his fellowship in 2006, Caicedo wondered if the Hispanic population encountered unique barriers to transplantation and living donor usage, and began to think about creating a program to address these barriers.

Learning Objectives

After reading and analyzing the case, students will be able to apply marketing concepts to non-commercial situations; use the process of "Patient Journey Mapping"; understand how the choice of a target changes the go-to-market strategy; and understand some of the dynamics of the Hispanic population in the United States.

Number of Pages: 8

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: Chicago, Illinois, United States

Industry: Healthcare

Organization Name: Northwestern Memorial Hospital

Decision Maker Gender: Male

Year of Case: 2006