Publications
Publications
- August 2003 (Revised July 2023)
- HBS Case Collection
Fighting the Battle of the Bulge—Evaluating Do Good/Do Well Innovations in Morbid Obesity Treatment
By: Regina E. Herzlinger and John McDonough
Abstract
What can Dr. Dean Ornish learn from the successes and failures of his competitors in ameliorating morbid obesity to create a business model that will “do good” by combatting obesity and associated chronic diseases and “do well” by growing a widely adopted business? While the market for weight loss regimens was large, consumer-facing firms such as Jenny Craig and Weight Watchers and OTC and prescribed drugs had checkered success. Other business models, such as centers for bariatric surgery, diet drugs, counseling by physicians and nutritionists, and weight-loss apps, such as Noom, were also not universally successful. What could Dr. Ornish learn from their successes and failures that would help him to widely disseminate his innovation? A small clinical trial provided accountability that Dr. Ornish’s lifestyle plan caused weight loss, improved heart disease, and even reversed diabetes; some insurers were paying for it, and Dr. Ornish’s Lifestyle books were best sellers.
This case has an accompanying teaching note with PowerPoint slides that instructors can use for virtual teaching.
This case has an accompanying teaching note with PowerPoint slides that instructors can use for virtual teaching.
Keywords
Three Pillars; Industry Analysis; Health Disorders; Health Care and Treatment; Innovation and Invention; Business Model; Analysis; Innovation and Management; Medical Specialties; Mission and Purpose; Health Industry
Citation
Herzlinger, Regina E., and John McDonough. "Fighting the Battle of the Bulge—Evaluating Do Good/Do Well Innovations in Morbid Obesity Treatment." Harvard Business School Case 304-009, August 2003. (Revised July 2023.)