Page 10 - CIMA MCS Workbook February 2019 - Day 1 Tasks

Chapter 3

CROWNCARE FAMILIARISATION

1 INTRODUCTION

It is absolutely crucial that you completely familiarise yourself with the pre‐seen information prior
to attempting the Case Study exam. Merely reading through the materials is unlikely to be
sufficient and it is also important that you consider which aspects of the three technical subjects
may be useful and relevant for the Case Study.
The exercises in the following three chapters will help you to gain a thorough understanding of
the Case Study scenario and ensure you are fully prepared to attempt the Practice Tasks later in
this Workbook.
Solutions to these exercises are provided but are not exhaustive. It is important that you attempt
the exercises yourself and makes notes of your answers before reviewing the solutions.

2 OVERVIEW OF PRE‐SEEN

Founded in 1947,initially by just two dentists, Crowncare took advantage of the development of
the Varentian Heath Service (VHS) which provided government funded health care, including
dentistry, to the residents of Varentia.

The business continued to grow steadily, by acquisition of other practices, over the ensuing
decades incorporating in 1980. Crowncare now has a current structure of 30 practises, employing
some 371 personnel (of which 105 are fully qualified dentists) with each practice having an
average of 5250 registered patients.

Increasing dissatisfaction with the treatment offered by the VHS during the 1990’s resulted in
Crowncare promoting the adoption of dental insurance (or a move to an alternative practice) and
by 1995 dental insurance had become the sole method that Crowncare was prepared to accept
new patients. Crowncare is now the largest dental practice in the area of Capital City its
catchment area.

Dentistry is a complicated, highly regulated profession with high academic entry and ongoing
training requirements. Excellence of service is also critical in this profession and Crowncare has
established an excellent reputation for quality of care. Dentistry is also a commercial business
however and as such there is a need for high levels of investment in the latest equipment,
technology across all aspects of the business, staff training and location. This investment is
required to ensure that the quality Crowncare offers is maintained, revenue continues to grow,
administrative processes monitor and control costs and as such both profitability and reputation
are maintained.

This highly competitive industry has recently been subject to further challenges from the external
environment e.g. those posed by new technology and the upsurge in cosmetic dentistry. This
clearly indicates a resultant opportunity for new product development and or service

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