Business plan for a medical laboratory
The most valuable for potential investors are the following groups of services:
A quantitative assessment of the market
Their quantitative analysis, we begin with a study of epidemiology and health statistics in the region / city / country that allows us to determine the amount, rate of growth of health care demand. Medical statistics – is not only the incidence and prevalence, and data resources (equipment and personnel), demographic data, etc. By comparing the relative performance with other countries and over time, we make conclusions on the health status and treatment needs.
Example 1: Problems of the digestive system from Kiev as a niche market
In third place, after cardiovascular diseases and respiratory diseases, Kiev concerned about the problems with digestion (the largest share of this group occupy diseases such as gastritis and duodenitis, cholecystitis and cholangitis, peptic ulcer and 12 duodenal ulcer). Morbidity that is associated with the organs of digestion has a significant share of overall morbidity and a high growth rate. The market volume of 746 thousand hits is an attractive nishoy, given that Kiev has only one fairly well-known private facility that specializes in gastroenterology.
Table 1 Classes of diseases, which occupy 80% in the general morbidity from Kiev
Example 2: The Lions have a high potential to open children’s clinic
After analyzing this indicator, utilization of local doctors and private clinics that provide pediatric services, cultures and perspectives of the city, we came to the conclusion that, Lviv – Kyiv city second only to the attractiveness of the opening of children’s clinics. (More details in the study)
For reference – the population of Lviv is 735 thousand people. Number of children aged 0 to 6 – 48.5 thousand for comparison: Zaporozhye has a population of 784 thousand people, including children aged 0 to 6 years – 40 thousand, the population of the city of Nikolayev is 506 thousand people, of whom only four thousand – children under 6 years.
Another component of our quantitative analysis is the analysis of the number, the dynamics of the creation, ownership of enterprises which are engaged in a particular medical specialty. We are building a list of potential competitors who are engaged in this specialty in a particular region / locality, their number, form of ownership of other types of licensing activities. This analysis enables us to understand how competitive is the environment for this activity, what other services are often provided, any medical institution “typical” for your locality. We reveal the dynamics of new business for your expertise in a selected locality and region.
Example 3: Is there a slowdown in the creation of new private hospitals in 2009?
The number of licenses issued, privately owned enterprises in January-March 2009 of 142 companies in the same period of 2008 – 189 companies.
In 2009, Kiev moved from third place to eighth, and Dnipropetrovsk region has moved from 4 to 14th place. Reducing the number of licenses issued has occurred mostly in regions where the economic downturn had the greatest influence. We also assume that the rating increase the number of issued licenses to practice medicine was held in the regions where the market has been less intense (Lviv, Luhansk region) compared with regions-leaders in the development of private medicine (Kiev, Odessa, Dnepropetrovsk).
Example 4: The lack of specialization of gynecological and urological clinics.
We have compiled a matrix of specialties in the licenses of 18 of the most popular gynecological clinics that provide outpatient gynecological care. It turned out that only 2 clinics do not have specialty “Urology” in its license.
This indicates that the gynecology clinics focus their activities around the laboratory diagnosis and offer treatment mainly sexually transmitted infections by both women and men.
After receiving information about the number and list of companies in the specialty, we analyze the pricing of medical institutions, the average cost of services, content packages and programs that offer other types of segmentation are related to the price of services.
Example 5: Segmentation of medical laboratories in the context of “range of studies – the cost of research”
(As of 2008).
Figure clinics are located on two parameters – the average price range and laboratory services.
In the box 1 (below the average range of studies and lower than the average price of research) was studied most laboratories and clinics. Clinics that offer the product, “Diagnosis and Treatment” offer higher prices than the “clean” lab.
Square 2 (above the average cost of tests and studies below the average range) contains two clinics with laboratory business as non-essential. These clinics are the best known private hospitals in Kiev, which focus on a class above the average.
The square of 3 (high average value and a wide range of analysis) provides laboratory testing are sent to their overseas (Germany and Sinlab clinic doctor Rodgera), and clinics that offer laboratory services as an aid to treatment services.
Square 4 (a great selection of tests, and low cost services) at this stage of the market – free. We can assume that the strategy laid in the square of 4, can choose a network laboratory with the effects of economies of scale or laboratory that collaborates with public hospitals, providing services in outsourcing.
MedExpert from studies of laboratory services in Ukraine in 2007
B. Qualitative assessment of the market
This is our favorite method because it allows a qualitative research method to create a competitive edge medical care.
We begin qualitative analysis of the market by identifying key market players, their relationships, values, which creates each of the participants in the market for patients and clients.
Example 6: The interaction of market participants pediatric services
Considering the market pediatric services, should consider not only medical but also the “Semi-Medical” component of the market in child health.
The successful development of the company (eg, child clinics) should be the relationship between all market participants and the possibility of attracting a particular participant to create a competitive medical services.
Medical market participants are: public health facilities, doctors from government agencies, private practitioners (unofficially), private clinics, pediatricians club in Early Childhood Development (Kiev), maternity home, clinic laboratory diagnostics, pharmaceutical companies.
Non-medical market participants pediatrics include: Child Development Clubs, manufacturers of products for children, published literature and magazines for children, kindergarten, school, children’s sanatoriums, internet forums and websites for parents.
Some members quite successfully interact with each other. For example, producers of goods and services for children create sites and forums for parents. Forum http://chicco.com.ua/forum/ – a popular forum for parents, created by a manufacturer of children’s goods. Here you can find information on products for children, as well as a consultation of doctors.
Forum http://forum.roditeli.com.ua – Child Development Center was created “Alphabet for parents.” At the forum, parents have the opportunity to share experiences, get information about existing health centers, physicians exchange contacts and get advice pediatric center, read the news about trainings, classes for children and parents, conducted by the center. Some private clinics are using the Internet to improve customer loyalty and continue to attract, for example, doctors clinic “Dobrobut” give advice to parents on the forums in Kiev and Donetsk (which have their offices). Thus, Internet sites and forums are part of the marketing strategies of market participants.
MedEkspert of market research services in the pediatric section 8 largest cities in Ukraine
Identifying the needs of your customers – the most important component, with which to begin building a business. We very carefully analyze and organize the needs of patients. It is important to understand not only the perceived needs of patients, and those needs that only understand the industry experts, the need to create a benefit for your patients (eg, treatment, disease prevention, the approach in the organization of the diagnostic and treatment process, integration with other health agencies) .
Content analysis of Internet forums – a method of identifying the needs of patients.Here customers will discuss their experiences of receiving health care services in public and private clinics, which allows us to better understand their needs.
Example 7: Guidance clinics should organize the training of doctors communicate with patients, depends on their level of satisfaction with services.
The communicative aspect between patients and doctors – one of the most important and key factors influencing patient satisfaction services. This is evidenced by a content analysis index for patients who have been made by MedExpert for different segments of the medical services market. For example, a segment of “birth” the greatest number of positive responses was the category of “relationship doctor to the patient, the characteristics of a doctor.”
In qualitative research we conduct interviews with market experts. None of our research is not carried out without the involvement of experts including doctors, top doctors, heads of medical companies.
C. Creating the concept of health care facility
Creating a health care facility begins with a promising niche in the market that pokryvatpokryvayuschey chelovekapatsientov medical needs. Often it happens that a future specialty medical facility is already defined, then we can help to determine the competitive advantages of the clinic, the main processes, the value to patients.
The main stages of creating the concept of medical schools:
Creating a Business Plan
Business plan in our execution has the following features:
Based on an analysis of the market or segment, in which you work, the needs of your patients (clients)
Understanding the processes operating health care facility
Work experience to obtain favorable credit terms
Outsourcing consultants with management experience in the medical field