Strategic Quality Management and Operational Scaling in Digital Healthcare SMEs: A Case Study of Qaisar 99

Authors

Abstract

This case study investigates the operational workflows, Total Quality Management (TQM) frameworks, and brand protection strategies of Qaisar 99 (operating commercially as Kaasan 99), a Malaysian direct-to-consumer (D2C) healthcare enterprise specializing in natural herbal wellness remedies, specifically "USD Oil." Utilizing a primary qualitative field interview conducted with the company’s General Manager, Haja, by academic interviewer Shazi, this paper analyzes how small-to-medium enterprises (SMEs) navigate multi-stage quality control, online customer consultations, digital counterfeit risks, and operational scaling within a lean 12-person organizational structure. Key findings demonstrate that integrating continuous quality control across four operational gateways (raw material screening, in-process monitoring, finished container inspection, and pre-dispatch logistics checks), quarterly workforce training, system-driven inventory management, and structured Standard Operating Procedures (SOPs) are critical for maintaining high product efficacy, mitigating market risks, and sustaining customer trust.

Author Biographies

Siti Mariam Man, International Islamic University Malaysia

I am responsible for teaching Operations Management to final-year students and Principles and Practices of Management to first-year students, while also serving as Course Leader for the Operations Research program and CQI Coordinator for the Department of Business Administration. My academic and administrative roles include membership on the Internal Examiner Panel for PhD proposal defenses and appointment as Chairman of the Kulliyyah of Economics and Management Sciences Ibadah Camp 2025. I have coordinated and delivered an international five-month online Certificate in Islamic Business Management program, manage the KENMS Student Food Bank, lead student engagement and community service initiatives, and serve as advisor and project leader for student welfare and sustainability projects. I enjoy writing!

Prior to that, I served as Production Planning Manager at Carsem (M) Sdn Bhd from 2010 to 2023, leading line planning, bottleneck optimization, and LEAN initiatives that significantly improved cycle time, throughput, and on-time delivery, achieving up to 99.9% OTD without additional resources. I acted as the primary customer interface for QBRs, developed systemic planning tools adopted across multiple lines, and implemented dispatcher and WIP monitoring systems. Previously, at Intel Products (M) Sdn Bhd (1997–2009), I held roles as Training Officer, Capacity Analyst, and Manufacturing System Engineer, establishing plant-wide training programs, capacity models for NPI lines, and quality systems that achieved sustained zero VOC performance.

Jannatul Ferdous, International Islamic University Malaysia

Jannatul Ferdous

Kulliyyah of Economics and Management Sciences

International Islamic University Malaysia

Email: jannatulferdous.ofc@gmail.com

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Published

2026-08-13

How to Cite

Man, S. M., Samshir, S., & Ferdous, J. . (2026). Strategic Quality Management and Operational Scaling in Digital Healthcare SMEs: A Case Study of Qaisar 99. IIUM Journal of Case Studies in Management, 17(3). Retrieved from https://journals.iium.edu.my/ijcsm/index.php/jcsm/article/view/379

Issue

Vol. 17 No. 3 (2026): Special: Leading Change with Tawhidic Values: Innovation, Sustainability, and Strategic Transformation

Section

Articles