Abstract
This case narrates the innovative approach of Mumbai Oncology Care (MOC) to provide medical oncology services in a daycare facility. It was envisioned as a comprehensive medical oncology care facility that adopted an “oncologist first” approach to cancer treatment. The founders of the medical facility describe their service model as “small is beautiful”. The MOC centres were designed to mimic a home-like environment within the proximity of patients' homes. The case describes the service innovation brought about by MOC and discusses how it can scale with the same service model.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | CMHS0049 |
| Title | Mumbai Oncology Care: Small is Beautiful |
| Pages | 9 |
| Published on | Aug 17, 2026 |
| Year of Event | 2024 |
| Authors | Chandwani, Rajesh; Sreekumar, Arun; |
| Area | Center for Management of Health Services (CMHS) |
| Discipline | Human Resource Management, Innovation and Entrepreneurship, Marketing, Organizational Behaviour, Strategic Management |
| Sector | Health |
| Learning Objective | 1. Use a ‘journey’ approach to identify the pain points and service gaps; 2. Understand and deconstruct the process of delivering a service by unpacking the service offering, customer management, employee management and funding mechanism; 3. Explore how services can be redesigned to provide higher quality outcomes; and, 4. Comprehend how service innovations can create blue oceans in a competitive market. |
| Keywords | Service Innovation, Service Blueprinting, Healthcare Management |
| Country | India |
| State | Maharashtra |
| City | Mumbai |
| Courses | MBA(PGP), MBA-PGPX, EEP, ePGP, ePGD-ABA, AFP |
| Access | For All |
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