Dr. Jacqueline T. Jamsheed
Assistant Professor Accounting
Elms College
Chicopee, MA
Dr. Walfried M. Lassar
Academic Director Executive MBA Program
College of Business
Florida International University
Miami, FL
Dr. Joseph T. Patton
Instructor, Management Programs
Florida Atlantic University
Boca Raton, FL
BOSTON TELECARE CHIEF EXECUTIVE OFFICER (CEO) CAMILA GARZON must determine the best go-to market strategy for ForeverMind™, her company’s remote telehealth product. The company must decide if it will pursue a business-to-consumer (B2C) or business-to-business (B2B) marketplace rollout using profitability analysis, strategic management, and marketing considerations. The business environment is being disrupted with the emergence of telehealth and an increased market acceptance of remote care. The COVID-19 pandemic quickened the pace of change in the healthcare market and led to an essential worker exodus from the field, exacerbating existing staffing shortages resulting from a growing senior population requiring care. This confluence of events could prove to be a sales bonanza for Boston Telecare. Time is of the essence, and the company needs to give investors a clear direction for the rollout in the United States.
Keywords: Telehealth, telecare, healthcare, digital therapeutics, remote care, wearables, Internet of Things (IoT).