Marketing: 588
The 1-800-Autopsy Company
Autopsies were usually done in the hospitals, government laboratories and funeral homes under the supervision of city coroners. In the United States, Half of all 50% of all deaths led to an autopsy, but the number gradually declined to less than 45% in 1983 (McGuire). The decrease in autopsies performed in medical facilities caused Vidal Herrera to open the first private, mobile, 24-hour autopsy service to cater. This was the beginning of a private autopsy industry that offered thanatology services for profit. The industry saw the entrance of new players in the early 1990s with most of them reporting increased business. The majority of their customers included families of deceased people who suspected doctors of some wrong-doing.
Herrera offered various services on top of the medical and forensic autopsies; the services included exhumation autopsy services, sperm and DNA procurement, offering of a former autopsy site to the entertainment industry at a fee, and medical appliance recycling. The company also had a gift shop that sold items like skull caps and coffin cases. To create an appealing brand, Herrera obtained an 800 number and named the business 1-800-Autopsy. He bought a car and wrote the name of the company on all sides of the car and used it to cruise in Los Angeles keeping the brand in the public eye. His unique style and bizarre business made him feature in 75 print media across the United States. Herrera’s marketing skills also made him appear in over 20 television stations where he took full advantage that resulted in so much increase in business that Herrera could not handle (McGuire). The success of the company made Herrera receive various offers to sell the firm, but he had no interest to do so and hence decided to franchise instead. Herrera made many discussions with potential franchisees did many television appearances and press releases, but a franchise is yet to be established.
The following recommendations will help Herrera to start his franchises smoothly. The first recommendation is delegation since franchising will mean an immense growth in the company that Herrera will not be able to handle alone. He should only remain the face and leader of the franchise and let other people perform the other tasks involved in the running the business. The second suggestion is Herrera should be picky in choosing franchisees; he should pick someone who shares his work ethic and business ideas. We can see that Herrera had a problem in finding a franchisee who shares his 24-hour approach to the business. The final recommendation is Herrera should grow his first franchisee internally. This will enable him to mentor the franchisee and pass on his entire knowledge and tips on running the business. This will reduce the number of mistakes made in launching the first franchise that is the most crucial. If Herrera tries out the recommendations given above, he will without a doubt successfully start, at least, one franchise.
Works cited
McGuire, Stephen J.J. Death on Wheels: 1-800-AUTOPSY. Los Angeles: California State University, 12 June 2006. Print. 22 Feb. 2016.
