MARKETING BUSINESS PLAN 18
1 Executive Summary 3
1.1 Introduction to the plan 3
1.2 Market highlights 3
1.3 Target market summary 3
1.4 Management team overview 4
1.5 Financial highlights 4
2 Organizational Profile 5
2.1 Victory Healthcare 5
2.2 Mission 5
2.3 Clients served 6
2.4 Location of clinics 6
3 Industry Overview 6
3.1 Social changes 6
3.2 Economic changes 7
3.3 Demographic changes 7
3.4 Health care delivery changes 7
3.5 Regulatory changes 7
3.6 Success factors 8
3.7 Barriers to entry 8
3.8 Barriers to exit 8
4 Service Overview 8
4.1 Proposed new service 8
4.2 Value to target market 9
4.3 Benefits of new service 9
4.4 Positioning 10
4.5 Differentiator 10
5 Competitive Analysis 10
5.1 Competition’s service 10
5.2 Differentiation 10
5.3 Real value to customers 11
5.4 Customer profile 11
5.5 Pricing strategy 11
6 Marketing Mix – Place 11
7 Marketing Mix – Pricing 12
8 Service Delivery Plan 12
8.1 Service delivery methodology 12
8.2 Clinical protocols 12
8.3 Cost analysis 13
8.4 Flow chart of delivery service 13
8.5 FTE requirements 13
8.6 Space requirements 14
9 Human Resources Plan 14
9.1 Organizational structure 14
9.2 Compensation 14
9.3 HRM Plan 15
10 Summary 16
11 References 17
1Executive Summary1.1Introduction to the plan
Victory Healthcare provides an array of health care services.However, an important health related issue that the organization hasnot focused on is the need to provide hemorrhoid awareness training.Hemorrhoid awareness training is a new service opportunity that willbe introduced in the organization. Market research depicts that manypeople suffer from symptomatic hemorrhoids. In specific, it isapproximated that 58% of individuals aged above 40 years suffer fromthe illness in America. Other studies indicate that close to 75% ofindividuals have symptomatic hemorrhoids at a certain point of theirlife (Khan et al, 2014). Many people rarely seek treatment forhemorrhoids, which causes them to recur.
Organizing hemorrhoids awareness training at Victory Healthcare as anew service is an opportunity for the health care organization togenerate more income. Individuals that attend the awareness trainingprogram will be required to pay, which brings in paying patients.
1.3Target market summary
The target market for the new service will be women aged 30 years andabove. It targets both the internal as well as external population.Although hemorrhoids affect both males and females, the new servicewill target women. This is because women have a higher likelihood ofdeveloping the illness as compared to males. The target is women agedabove 30 years. These are women in the process of getting children.Most of the women are preoccupied by work and also may tend to havebad feeding habits, which are factors that result in the growth ofhemorrhoids. Many women are unaware that sitting for too long,pregnancy and feeding habits that result in constant constipationcould also result in hemorrhoids. Apart from targeting the unawarepopulation, the service also targets patients that have recurringhemorrhoids. It is important that the target population is informedon how to prevent and control the illness from recurring. This isprobable because minimal programs have focused on enlightening thegeneral population about the illness. Currently, other illnesses suchas cancer awareness seem to be the focus of most health careorganizations.
1.4Management team overview
In order to implement the plan, the hospital must obtain licensurethat permits the organization to execute the hemorrhoids trainingprogram. The other step will include hiring the needed medicalpersonnel to provide training. Also, personnel will be required forenrolling the target market in the program, and following up on thedates and time the training will take place.
The implementation of the new service will be costly at start upowing to the resources needed in paying personnel, as well as buyingmaterials to facilitate training. Since, it is a new service theorganization will also incur financial expenses in creating space toconduct the training. This involves construction of new rooms wherethe training will be conducted.
2Organizational Profile2.1Victory Healthcare
Victory Healthcare is a for profit health care organization. Thehospital is dedicated to providing healing as well as wellnessservices via innovation and education.
Each sector of the hospital is committed to excellence, which isapparent in the luxury accommodations of sick patients’ rooms(Victory Healthcare, 2015). In addition, the hospital usesmodern technology in the medical centers. What differentiates VictoryHealthcare from other health care organizations is that it providesVIP experience for each sick individual (Victory Healthcare,2015). The hospital is located in a convenient place that makes iteasy to access. The medical institution provides luxurious, largesized patient rooms, gourmet food and individualized care to sickpersons. By offering individualized care, the organization guaranteesthat patients get personalized care (Victory Healthcare,2015).
The physicians at Victory Healthcare are highly skilled as well astalented in the different medical services that the hospitalprovides. By hiring world class physicians, the hospital ascertainsthat patients access the best quality of health care. The physiciansare also amid the most respected in the differing medical fields, whodeliver up to date services in diagnostic treatments, which enhancethe wellbeing as well as life of every sick person that seeks healthcare services in the hospital (Victory Healthcare, 2015). Tosupport the services provided by physicians, the health careorganization is equipped with the latest technology. The organizationalso engages in continuous training to its health care professionalsto ensure that they are up to date with new treatment approaches.
Victory Healthcare serves sick persons from all races, age,nationality and ethnicity. The mission of the organization involvessurpassing the expectations of patients through the creation of anenvironment, which is dedicated to excellence. The hospital setsitself apart from other organizations by progressively assessing theneeds of societies and sick persons that they serve.
2.4Location of clinics
Victory Healthcare had medical centers in Houston, Plano, Hurst,Beaumont, McKinney, San Antonio, Fort Worth and San Antonio (VictoryHealthcare, 2015). Considering that the hospital provides firstclass services, it is a highly profitable organization.
3Industry Overview3.1Social changes
The health care industry comprises of diverse kinds of setups thatinclude “hospitals, ambulatory services, emergency services,primary care providers and long term care” (Patrick, 2014). Thesetups are either for profit or non profits. When compared todifferent industries, it is anticipated that the healthcare industrywill experience a rise in the career growth in its differentspecialties. As people continue to live for longer, their demand forimproved preventive care also increases. The demand for health careservices is anticipated to increase with the demand for betterliving.
The living standards of individuals are improving, which means animprovement in the economic capabilities of individuals. Thus, moreindividuals are in a position to afford VIP health care services asprovided by Victory Healthcare.
Currently, although individuals are living for longer, the populationof younger and middle aged individuals is higher. The population alsomakes up a larger percentage of individuals that will be accessinghealth care services. The young and middle aged population comprisesof the working class as well as those joining the working class.Hence, they are able to pay for health care services (Patrick, 2014).
3.4Health care delivery changes
There have been remarkable changes in health care delivery withinthe health care industry. Changes in technology and improvededucation make it possible for health care organizations to provideimproved services. The use of new and up to date technology inhospitals ensures that hospitals provide the best and effectivehealth care services. Education ensures that physicians are up todate with new knowledge on how to treat patients, which ensuresproper diagnosis and treatment of patients. Enhanced knowledge alsomakes it possible for health care providers to educate patients onways to prevent and control illnesses.
The government has enacted laws that enhance access to health care.For instance, insurance policies such as Medicare make it possiblefor individuals that cannot afford health care are insured and paidfor by the government. Hence, such individuals are also in a positionto access quality health care.
The key success factors in the health care industry involve providingquality health care to patients. People want to be sure that theinstitutions they trust with their health can provide quality healthcare. Hence, health care organizations recognized for providingquality care have a higher likelihood of attracting patients to seekhealth care services in the organization.
3.7Barriers to entry
The barriers to entry in the health care industry include arequirement for high capital investment. For someone to invest in theorganization, they ought to have a large pool of monetary resources,which restricts investment in the industry.
3.8Barriers to exit
Once established, it is not possible for an organization to closedown, which acts as a barrier to exit. Also, there are many laws thatrestrict both entry and exit.
4Service Overview4.1Proposed new service
Research shows that 50% of US civilians have hemorrhoids by the timethey are 50 years (Ganz, 2013). However, just a small percentage ofthose affected seek treatment. An approximate 10.4 millionindividuals in America have hemorrhoids, while a million advent casesof the illness are reported yearly in America only (Medical,2015). 10 to 20% of these reported cases require surgical treatment,which means that the patient seeking treatment has had the illnessfor a long period (Medical, 2015).
Close to 23 million individuals have signs of internal hemorrhoids.Statistics also indicate that women have a higher likelihood ofgetting hemorrhoids as compared to males (Medical, 2015).Also, men have a higher likelihood of seeking treatment than females,which necessitates the need for a training program targeting women.The illness is linked to chronic constipation, sitting for manyhours, pregnancy and any straining that obstructs blood movement inand out of the anal canal (Gami, 2011). The obstruction of anal canalmuscles explains why the illness is especially common in pregnantfemales, due to the enlargement of the uterus that in turn pressesthe veins (Gami, 2011).
4.2Value to target market
Considering that hospitals rarely engage in training programs on theillness, the program will be beneficial for women. It is importantthat women aged 30 years and above are enlightened on the possibilityof getting hemorrhoids.
4.3Benefits of new service
Since women are at a higher risk, and also less likely to seektreatment, they need to be informed on the risks of unmanagedhemorrhoids. The training program also seeks to ensure that thetarget population learns on how to avoid the illness, for instanceadvising individuals that sit for long hours on the need to exercisefrequently, the need for proper feeding to avoid constipation. Inaddition, women that have already been treated for the illness needto be trained on how to ensure that the hemorrhoids do not recur. Thebenefits of the proposal are that they result in improving the healthof community members and the financial gain for the organization.
The new service has a better positioning because there are noorganizations known to have focused on such a training program.
Victory Healthcare is already recognized as a provider of qualityhealth care, which differentiates the organization from others in thesame industry. Thus, there is a higher likelihood of the new servicesucceeding.
5Competitive Analysis5.1Competition’s service
The company has a higher competitive advantage. There are notsimilar services offered by other hospitals. Although hospitals mayinform patients about the illness, it only happens once an individualseeks treatment for the hemorrhoids.
However, what differentiates Victory Healthcare from otherorganizations is that once implemented, the program will exclusivelyfocus on a training program for women that have had recurrenthemorrhoids as well as those that have not been previously affectedby the illness. Another differentiating factor is that while mostorganizations focus on offering training programs on common illnessessuch as cancer, the disease selection is unique, which reducescompetition.
5.3Real value to customers
The value to customers is in regard to the knowledge acquired thathas not been previously provided by other hospitals.
The customers targeted in the new service are young and middle aged,working and of a higher social class. Considering that the hospitalprovides VIP health care services, the training will also be offeredin a VIP setting to attract high end customers. However, the servicealso targets all individuals that can afford to pay.
The pricing strategy involves setting a price that compares to othertraining programs offered by competitor hospitals. Because theorganization is introducing a new service, it will set a favorableprice to attract customers.
6Marketing Mix – Place
The training program on hemorrhoids will be delivered at all VictoryHealthcare medical centers. The program will be conducted thrice aweek and every session will last for two hours. The objective ofdelivering the program within the hospital setting is to reduce oncosts that may be incurred for instance in renting new premises tohold the training program. The marketing advantage of the hospitallocation is that the target market already knows the hospital and itslocation. The location provides a competitive advantage becauseproviding the service in the hospital aligns the training programwith quality delivery of health care linked to other services theorganization provides.
7Marketing Mix – Pricing
The objective of the organization is to make profit from the servicetraining program. Since the training program is new and unique, thecompany has a competitive advantage on pricing. The organization willhowever price the training program at an average price to attractmore individuals. Also, it is important to have an average price toavoid overpricing that may result in the service’s ineffectiveness.The organization will offer a price that compares to differenttraining programs by other organizations.
8Service Delivery Plan8.1Service delivery methodology
In order to implement the service, the organization begins byselecting and training health care providers that will conduct thetraining. This follows an establishment of a training area within thehospital. The training area must be fitted with technological devicesthat make it possible to incorporate both audio and visual aids intraining. The organization will also advertise the new service.Advertisement will be through posters hang on the hospital walls andthrough media.
Since the organization will be offering the training programs topatients that have recurring hemorrhoids and those that have not hadthe illness, patient confidentiality will be considered. The healthcare providers shall not involuntarily disclose the medicalinformation or history of patient with hemorrhoids to other clientsduring the training program.
There are both direct and indirect costs associated with the newservice. Direct costs are those the company incurs during start up ofthe business, and in paying health care providers. Indirect costs areassociated with the possibility of not meeting the target clientelefigure to participate in the training program.
8.4Flow chart of delivery service
The flow chart below illustrates how the service will be delivered.
Hemorrhoids Training Program
Service delivery by part time and full time employees
Days: Monday Wednesday Friday
Time: 6 pm to 8 pm
The session begins with a brief introduction of every member. Since the sessions are short, after clients have familiarized with each other the health care provider commences with the training.
Since the hemorrhoids training program will be conducted thrice aweek and every session will be two hours, FTE requirements includeboth part time and full time employees. The part time employees willwork as assistants to the full time employees. The full timeemployees will work on shifts, with every weekly session involving adifferent employee. Part time employees will assist in setting theaudio visual aids as well as operating them while the full timeemployee is conducting the training.
Space required to facilitate the training is a room large enough toaccommodate 20 clients during a single session. In addition, the roomshould have space set aside for practical if necessary and space forthe audio visual equipments.
9Human Resources Plan9.1Organizational structure
In order for the service to be successfully implemented there oughtto be an organizational structure. The structure comprises ofclinical and none clinical staff. The clinical staff will be parttime and full time. The non-clinical staff will comprise of full timeemployees.
There will be different compensation rates for the different role.Clinical full time staff earns more than the part time staff. Thenon-clinical employees are paid on commission. Since the service hasnot yet been implemented there will be no compensation during startup.
Hemorrhoids Training Program
The mission of the service is to provide training to women above 30 years on hemorrhoids. The service aims at enhancing awareness about the illness, by informing clients on the symptoms and prevention at a fee.
To enroll at least 20 women in the program
Provide successful training to the target audience
Deliver high quality training by skilled health care providers
Victoria Healthcare will benefit financial from the program
Hemorrhoids training program is a new service that aims at providingtraining on the illness at a fee. The training targets women aged 30years and above, as they have a higher likelihood of havinghemorrhoids, or those patients that have recurring hemorrhoids. Thechallenges in developing the business plan include the scarcity ofinformation on such a training program. In addition, the businessplan is novel to Victory Healthcare as the organization does notconduct training programs to patients.
Berkowitz, E. N. (2011). Essentialsof health care marketing.Sudbury, MA: Jones & Bartlett Learning.
Gami, B. (2011). Hemorrhoids – a common ailment among adults,causes and treatment: A review. International Journal of Pharmacyand Pharmaceutical Sciences, 3(5), 5-13.
Ganz, R. A. (2013). The evaluation and treatment of hemorrhoids.Clinical Gastroenterology and Hepataology, 11(6), 593-603.
Khan, R. M., Ansari, A. H., Itrat, M & Zulkifle, M. (2014). Acomprehensive review of hemorrhoids with Unani (Greeco-Arabic) andmodern description. International Journal of Basic Medicine andClinical Research 1(3), 52-65.
Medical. (2015). About hemorrhoids. Retrieved from: http://www.inxmedical.com/physician/hemorrhoids/
Patrick, M. (2014). A must read overview of US hospital industryspending. Market Realist, 1-1.
Victory Healthcare. (2015). Retrieved from:http://victory-healthcare.com/medical-centers/