1-800-AUSTOPSY: GIVING THE DEAD A VOICE

I. EXECUTIVE SUMMMARY

“ The deceased must be protected and given a voice.” That is the motto of Vidal Herrera,
the founder of 1-800 Autopsy, a company that pioneered the private autopsy business.

Herrera is a true American Entrepreneur. He identified the need for a business and went
about starting it on his own, with own knowledge and know-how. Growing up in poverty
in East Los Angeles, he learned at an early age that no one was going to support him
financially and that the only way to get ahead in life was to boldly go out into the world
and make it happen yourself.

Starting at the very bottom of the industry as a diener, he spent many years working
under qualified pathologists in the Los Angeles area, learning the trade of performing
autopsies. He learned that the industry didn’t have enough technicians to perform the
amount of autopsies requested, and also that the hospitals themselves were very
reluctant to perform a lot of them due to legal ramifications. After getting injured on the
job and being unable to continue working in the field for a period of time, he decided to
branch out on his own and explore the possibility of starting his own autopsy business.

Because of growing popularity of 1-800 numbers, he named the business 1-800 Autopsy.
This attracted a lot of attendance for his growing business. Soon, families began calling
for opinions or re-autopsy. The industry continues to experience an annual growth rate
that results to a higher demand of private autopsy. Because of high demand, Herrera led
the idea to franchise so that the business could grow more quickly.

II. PROBLEM ANALYSIS AND EVALUATION

 Pressure on profit margins

In the case of 1-800 Autopsy, the costs of laboratory related supplies increase. Between
these rising costs and growing competition many businesses are experiencing significant
margin pressure, which is eroding profits.
 Shortage of skilled technicians

Employment projections data for forensic science

technicians, 2016-26
Occupational Title Forensic Science Technician
Employment, 2016 15,400
Projected Employment 18,000
Percentage Change 2016-26 17
Numeric Change 2016-26 2,600
SOURCE: U.S. Bureau of Labor Statistics, Employment
Projections program
 Employment of forensic science technicians is projected to grow 17 percent from 2016 to
2026, much faster than the average for all occupations. However, because it is a small
occupation, the fast growth will result in only about 2,600 new jobs over the 10-year period.
Furthermore, State and local governments are the ones who hire most of those technicians
so as a result, there is a shortage of skilled technicians work in the private autopsy
companies.
 There are no certification bodies for autopsy technicians
A congressionally mandated report from the National Research Council finds serious
deficiencies in the U.S. forensic science system and calls for major reforms and new
research. Rigorous and mandatory certification programs for forensic scientists are currently
lacking, the report says, as are strong standards and protocols for analyzing and reporting on
evidence.
According to U.S Labor and Statistics, autopsy technicians have voluntary certification.
Voluntary certification is a credential that professional associations grant to individuals who
have demonstrated a certain level of competence in an occupation or industry. After
applying for this qualification, she or he may also have to pass an exam.

 Competition in the business arises

The industry is fragmented with a growing number of small service companies. Barriers to
entry for those trained in pathology are relatively moderate, and the only requirement is
that an MD supervise the autopsy. That causes the increase of business of the same
industry.

 The demand was huge but they do not have enough capacity.
According to the United Nations World Population Prospects report, approximately 7,452
people die every day in the United States. In other words, a person dies in the US
approximately every 12 seconds. With the increasing rate of death, the demand in autopsy
also increases. Many people wanted to do autopsy to know the real cause of death of their
love ones. However, Herrera chooses to turn down some of them especially when the
autopsy is unnecessary.

III. IDENTIFICATION OF THE MAIN PROBLEM

 How can he make the entry of the competitors in the autopsy business more difficult? / How
can he put a higher barrier on the entry of competitors in the autopsy business?

IV. ALTERNATIVE COURSES OF ACTION

In order to make the entry of more competitors in autopsy business, 1-800 Autopsy should
create some barriers.

 Preemptive Deterrence
One way to hold off competitors is to engage customers such that switching becomes a less
viable or desirable option. This can be achieved through the creation of strong brand loyalty,
 strong market visibility, special benefits or promotions, or some form of memberships of
contracts that need to be completed. These strategies may warrant price drops or special
offers from a new entrant which will be at the cost of profit margins and may end up
discouraging entry into the market.

 Create and maintain competitive advantage

One of the competitive advantage of 1-800 autopsy is that its founder, Vidal Herrera is already
known. He was profiled in dozens of publications. Through this, new entrants cannot enter the
market easily. They cannot get higher demand because of already established 1-800 Autopsy.

 Focus on the goal

The main goal of 1-800 autopsy is to protect and give a voice to the dead. Families decide to do
autopsy to the dead in order for them to know the cause of death. Many crimes today are easy
to be done but difficult to reveal. Autopsy is a big help to know the truth.

 Set standards and controls for quality and performance through proper training and lecture.
Because of the growing business, Herrera started franchising out in the market. But the risk is
that it didn’t meet the quality and performance. So, proper training is one way to enhance the
technical skills of workers.

 Certification should be mandatory for forensic science professionals.

Currently, there is a growing number of small service companies in the autopsy industry. It is
because the barriers to enter the said business is moderate. There is no certification for those
technicians who perform autopsy. The only requirement is that an MD supervise the autopsy. If
the certification is mandatory, entrepreneurs cannot put up autopsy businesses easily.

V. RECOMMENDED COURSE OF ACTION

 Herrera’s idea of franchising is a good way for the business to grow. This is one of the barriers
for the new entrants to enter the autopsy industry. Through franchising, 1-800 Autopsy can
cope up with the increasing number of demand of autopsy. However, there is a risk in
franchising. The risk of not meeting the standard and control of quality and performance.
Controls to the franchisees will protect the name of business. That is why we recommend to set
standards and proper trainings to those technicians who perform autopsy. Certification should
be mandatory. In addition to trainings, Technicians typically need a bachelor's degree in science
such as biology, chemistry, or physics. In this way, the company can set up standards and they
can give precise, reliable, and timely results of autopsy. In addition, competitors cannot enter
the market easily.

VI. PLAN OF ACTION

 Herrera provided different kinds of services to satisfy the needs of his clients. From having an
autopsy business, he also sold t-shirts, brain gelatin mold, and coffin purses. He also promoted
the donation of tissues and organs for research. He even made Tamales, which is a Mexican
food, that is packed in miniature coffins. He also made coffin couches. He focused and gave
significance on the autopsy and donation of tissues and organs. He has great strategies that is
why the business continues to growing. We recommend that as competition arises, he should
continue to use the same strategy to make his business unique. His business must also operate
for 24 hours and hire additional staffs and technicians. Moreover, the former embalmers and
other technicians should be trained well and get some certification and accreditation in order to
maintain competitiveness. Lastly, opening up a website containing information about their
mission, the services they offer, and their contact information can make their business more
accessible to clients.
 1-800 AUTOPSY:
GIVING THE DEAD A VOICE

A Case Study

Albay, John Rey

Avelino, Mydel
Bragado, Abegail
Oduca, Maria Theresa